A Netnography Approach on the Guided Pub Crawls Experiences of Tourists: the Case of Istanbul

Abstract

The purpose of this research is to examine and understand the experiences of tourists who participate in a guided pub crawls experience in Istanbul. By analyzing tourist reviews, this study used a qualitative case study approach to user-generated content. The data obtained from TripAdvisor, which is the most prominent travel site for tourists, collected from tourist reviews (n:1845) between 18 September and 22 November 2022. The guided pub crawls experience findings are diverse and based on components of guide attributes, memorable experience, safety, satisfaction, recommendation, and revisit intention, value/price, socialization/meet people, and servicescape. Since there are no empirical studies on tourists' guided pub crawls experiences in the tourism literature, it is expected that this study will make a substantial contribution to the existing body of knowledge and fill the gap. Furthermore, from a management perspective, this research gives a thorough insight of the pub crawls experience in tourist destinations.