An Evaluation of Online Reviews on Food and Beverage Businesses in Afyonkarahisar via TripAdvisor

Abstract

Purpose – The aim of this study was to analyze digital reviews of tourists for businesses operating in the traditional food and beverage sector in Afyonkarahisar to assess how menu diversity, pricing, flavor, venue atmosphere, and service quality factors impact tourist experiences. Design/methodology/approach – In accordance with the objectives of the study, data obtained from TripAdvisor from 1 January 2025 to 30 October 2025 was utilised. A research approach that is oriented towards the identification of underlying principles has been adopted, with an emphasis on content analysis techniques that are designed to facilitate the comprehension of individuals' experiences and perceptions. An analysis was conducted of the customer reviews on TripAdvisor for nine traditional food and beverage establishments in Afyonkarahisar. In the course of the veri analiz süreci (data analysis process), the MAXQDA 2025 software program for qualitative data analysis was utilised.. Results – The content analysis revealed that the factors that influence customer experience at a business are service quality, the physical structure and location of the business, food and beverage quality, and price and menu performance. Discussion – The need for improvement has been identified in multidimensional areas such as increasing service quality, strengthening hygiene standards, developing strategic pricing approaches, restructuring portion and menu management, arranging the physical environment design in line with customer expectations, and integrating digital feedback more effectively into business management processes.