Exploring Negative Sentiments in Tourist Reviews on Online Travel Agent Platforms at Peraja Coffee And Bungalow Destinations

Abstract

This study analyzes the characteristics of negative reviews directed at Peraja Coffee and Bungalow, as published on the Online Travel Agent (OTA) platforms TripAdvisor and Booking.com, with the aim of identifying the dominant factors that serve as sources of customer complaints. Employing a descriptive qualitative methodology, the research utilized purposive sampling to select 40 negative reviews published between 2022 and 2025. Data were collected through documentation and analyzed using the interactive model developed by Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The findings reveal that customer complaints are concentrated within four primary categories: facilities (33%), service (28%), location (24%), and cleanliness (15%). The majority of negative reviews originated from international tourists, especially those from the Netherlands and Germany, with couples representing the dominant tourist segment. Common complaints encompassed a lack of facility maintenance, discrepancies between descriptions and actual conditions, limited staff communication abilities, and inconsistent cleanliness. These findings underscore the importance of implementing targeted improvement strategies, such as enhancing service quality, conducting regular facility upkeep, optimizing cleanliness management, and strengthening digital reputation management.

Keywords : management, OTA, tourism, negative reviews