The content analysis of tourists' comments about Iranian restaurants on the TripAdvisor website

TripAdvisor is one of the most popular websites in the field of tourism where tourists voluntarily share their comments with others on this website. Analyzing these comments is a new solution for business managers and marketers to increase the quality and improve services to tourists. The purpose of this study is to analyze the comments of tourists about Iranian restaurants by examining the comments of tourists registered on the TripAdvisor website. This research is applied in terms of the achievement or result, is exploratory in terms of the purpose, and is qualitative with regard to the type of data used. To collect tourists' opinions from this site, the restaurants that have received the most points from tourists from each city of Isfahan, Shiraz, Kerman, Tabriz and Rasht were considered. The method used in this research to collect and review data is content analysis. The results of content analysis of 200 collected data lead to the identification of seven categories (restaurant attractions, food attractions, perceived quality, perceived waiting time, mental perceptions, destination identification and brand reputation) of eighteen concepts (environmental attractions, emotional attractions, price attractions, creating a unique experience, ensuring health, good taste and quality, quality of human resources, quality of service, quality of customer service, customer-oriented quality, waiting time, waiting time During and before receiving food, tourists' attitudes, food image of destination, cultural symbolism, gained social prestige, restaurant reputation, food reputation and celebrities).