Sentiment Analysis of TripAdvisor Visitor Reviews: The Case of Uludağ Ski Center

Abstract

Purpose – This study aims to evaluate tourist experiences at the Uludağ Ski Center by analyzing visitor reviews through sentiment analysis, focusing on their positive, negative, and neutral aspects.
Design/methodology/approach – In this study, a total of 386 visitor reviews on TripAdvisor were analyzed using content analysis, one of the qualitative research methods. The reviews were thematically categorized through the MAXQDA qualitative data analysis software.
Results – The findings of the study are expected to serve as a valuable resource for tourism businesses and destination managers. The data obtained in the research were categorized under three main themes: positive evaluations, negative evaluations, and non-judgmental evaluations. Within the scope of positive evaluations, natural beauty, skiing facilities, and service quality emerged as prominent factors. In contrast, the most frequently criticized aspects in negative evaluations were high prices, overcrowding, and deficiencies in service quality. Non-judgmental evaluations were grouped under the categories of information and suggestions.
Discussion – The results obtained from the study offer significant strategic implications for destination management and tourism operations, providing a valuable framework for understanding the importance and impact of visitor feedback on digital platforms, particularly for winter tourism destinations. Revising pricing policies, enhancing service quality, strengthening infrastructure, and adopting sustainable tourism practices are essential measures that will enhance the long-term competitiveness of the Uludağ Ski Center.