Location
University of Nevada, Las Vegas
Start Date
8-6-2010 12:00 AM
End Date
10-6-2010 12:00 AM
Description
Abstract The enterprises should be created differences such as; to be able to sustain their entity in the face of competitor, to have position in the sector, to present value in the products and services that have been offered for ensuring profit and to be reliability and honesty. The corporate reputation has been considered as a competition tool that can be revealed these differences. This study aims to put forth the effects of corporate reputation management in the hotel businesses. Managers' idea, working in the hotel businesses in Turkey, about reputation management has been determined and asked them to make suggestions. In this research has been found suggestions in relation to using statue of reputation as a difference maker and competition tool, in the enterprises which own it. In addition corporate reputation, as a concrete element, regarding to determining of business’ situation in the market has been evaluated. In this study had been tried to reach to all hotel managers from middle and upper level in Turkey. It has been asked from managers to fill the questionnaire had been sent to their e-mail addresses which gained from different sources. Online questionnaire had been carried out in this paper. Corporate reputation was revealed as efficient value in the matter of; becoming as a more important phenomenon for enterprises, ensuring customer loyalty, increasing prolificacy and having qualified personnel. Enterprises which have corporate reputation will be one step ahead in the relation to the competitor. It is concerned different values for reputation formation. Especially in the tourism sector service quality is among the most effective values. The importance of human labor on ensuring customer satisfaction in this sector is an undeniable fact. Gaining and retaining of qualified personnel by the business will have been providing through a strong corporate reputation.
Keywords
Competition; Corporate reputation; Hospitality industry; Hotels; Public opinion; Reputation; Reputation management; Tourism; Turkey
Disciplines
Hospitality Administration and Management
The Effect of corporate reputation management as a competition tool on tourism businesses
University of Nevada, Las Vegas
Abstract The enterprises should be created differences such as; to be able to sustain their entity in the face of competitor, to have position in the sector, to present value in the products and services that have been offered for ensuring profit and to be reliability and honesty. The corporate reputation has been considered as a competition tool that can be revealed these differences. This study aims to put forth the effects of corporate reputation management in the hotel businesses. Managers' idea, working in the hotel businesses in Turkey, about reputation management has been determined and asked them to make suggestions. In this research has been found suggestions in relation to using statue of reputation as a difference maker and competition tool, in the enterprises which own it. In addition corporate reputation, as a concrete element, regarding to determining of business’ situation in the market has been evaluated. In this study had been tried to reach to all hotel managers from middle and upper level in Turkey. It has been asked from managers to fill the questionnaire had been sent to their e-mail addresses which gained from different sources. Online questionnaire had been carried out in this paper. Corporate reputation was revealed as efficient value in the matter of; becoming as a more important phenomenon for enterprises, ensuring customer loyalty, increasing prolificacy and having qualified personnel. Enterprises which have corporate reputation will be one step ahead in the relation to the competitor. It is concerned different values for reputation formation. Especially in the tourism sector service quality is among the most effective values. The importance of human labor on ensuring customer satisfaction in this sector is an undeniable fact. Gaining and retaining of qualified personnel by the business will have been providing through a strong corporate reputation.