Evaluation of Vegan and Vegetarian Customers’ Reviews Within the Scope of Expectancy-Disconfirmation Model

The increase in the number of vegans/vegetarians in recent years has led to their evaluation as potential tourists in the tourism sector. This study investigates whether Antalya, a well-known tourist destination in Turkey, meets the needs of vegan/vegetarian tourists. Using social media comments as data, the study applied the Expectancy-Disconfirmation Model (EDM) to evaluate tourist experiences. The results show that 87.5% of vegan visitors had their expectations met, while 12.5% reported dissatisfaction. Of the satisfied tourists, 46% indicated an intention to return and recommend the destination. Positive feedback highlighted friendly staff, quality of service, pleasant atmosphere, convenient location, and reasonable prices. In contrast, negative feedback, although less frequent, mentioned inadequate labeling of vegan food, language barriers with staff, and inconsistent quality of service. This study highlights the importance of food quality, effective labeling, and service standards in ensuring the satisfaction of vegan travelers. To increase Antalya's appeal to vegan tourists, it is recommended that businesses train staff on vegan dietary needs, improve English language skills, and offer diverse, clearly labeled vegan menu options. These measures can help position Antalya as a more attractive destination for vegan travelers while increasing overall customer satisfaction.