You are here

Home » Content

KONAKLAMA SEKTÖRÜNDE KURUMSAL İMAJIN ÖNEMİ VE TÜKETİCİ TERCİHLERİNE ETKİLERİ

THE IMPORTANCE OF CORPORATE IMAGE IN ACCOMMODATION SECTOR AND THE FACTORS AFFECTING CONSUMER PREFERENCES

Journal Name:

  • Khazar Journal of Humanities and Social Sciences

Publication Year:

  • 2009

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
Today, as a result of developments in economic, social and technological areas, companies carry on operating under intense competition conditions. As a result of global competition, companies feel necessity to create a positive image in the market to stay ahead of competitors, target audience and increase market share to they obtain a strong place. Companies are required to produce quality goods and services and also have a strong image to survive in the future, to ensure a lasting trademark in people’s mind. Firms with institutional images can reach identified corporate business goals more quickly and easily. Corporate image is subsumption of positive or negative thoughts of the target audience of enterprises that occur as a result of their perceptions. Corporate image arise after the impact of corporate identity on organization's employees, the target groups (customers, shareholders, financial institutions, etc.), and the public. The rapidly increasing level of prosperity and leisure time, internet, telecommunications and the spread of information technology use caused today’s rapidly developing tourism industry and made it the largest industry. As in all sectors, country and corporate image for the tourism industry has a vital importance. The image generated by prejudices, expectations, beliefs, feelings and thoughts, has an impression in the decision-making process of people, demanding the travel. The image of a powerful country and its institutions leads to people's travel preferences. Therefore, there is need to develop the existing image. To receive a share of tourism pie, countries that tourism developed work intensively to strengthen their image. Respected and reliable image of the country and accommodation business increase the acceptance in the whole world. This is an important step for country and business to be a trusted brand. The purpose of this Study is; to determine the importance of corporate image in accommodation sector and the factors affecting consumer preferences. This research is based on survey model. For this purpose, a scale is developed for accommodation companies activating in Istanbul within the framework of an application and SPSS analysis and comments had been made depending on the data collected.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastirmax-konaklama-sektorunde-kurumsal-imajin-onemi-tuketici-tercihlerine-etkileri.pdf
  • 2
132-157
  • Turkish

REFERENCES

References: 

1. AKAT, Ömer (2000), Pazarlama Ağırlıklı Turizm İşletmeciliği, Ekin Kitabevi, Bursa.
2. AYKAÇ, Mehmet (2007), “Genel Turizm Ders Notları”,
3. BAKAN, Ömer (2005), Kurumsal İmaj, Tablet Yayınları, Konya.
4. BERKOWITZ, N.E., R.A. Kelvin, S.W. Hartley, W. Rudelious (1994) Marketing, Prentice Hall, USA.
Konaklama Sektöründe Kurumsal İmajın Önemi ve Tüketici Tercihlerine Etkileri 155
5. BİÇER, E. Baha (2006), Toplam Kalite Yönetiminin Kurumsal İmaj Üzerine Etkileri ve Bir Araştırma, Yüksek Lisans Tezi, Sivas Cumhuriyet Üniversitesi Sosyal Bilimler Enstitüsü.
6. Blythe, Jim (2001), Pazarlama İlkeleri, Çev., Yavuz Odabaşı, Bilim Teknik Yayınevi, İstanbul.
7. BUDAK, Gönül ve Gülay Budak (2000), Halkla İlişkiler Davranışsal Bir Yaklaşım, Barış Yayınları, İstanbul.
8. CEMALCILAR, İlhan (1999), Pazarlama, Kavramlar-Kararlar, Beta Yayınları, İstanbul.
9. DİNÇER, K. Müjde (1998), Kişisel İmaj, Alfa Yayınları, İstanbul.
10. GÖKSEL, A. Bülent ve Hilay B. Yurdakul (2004), Temel Halkla İlişkiler Bilgileri, Ege Üniversitesi İletişim Fakültesi Yayını, İzmir.
11. GRAY, R. Edmund ve John M.T. Balmer (2000), “Corporate Identity and Corporate Communications: Creating a Competitive Advantage”, Industrial and, Commercial Training Journal, Vol.32, No.7,pp. 256-262.
12. GÜZELCİK, Ebru (1999), Küreselleşme ve İşletmelerde Değişen Kurum İmajı, Sistem Yayıncılık, İstanbul.
13. İÇÖZ, Orhan ve Metin Kozak (1998), Turizm Ekonomisi, Turhan Kitabevi, Ankara.
14. İÇÖZ, Orhan (1996), Pazarlama İlkeler ve Uygulamalar, Anatolia Yayıncılık, Ankara.
15. İSLAMOĞLU, H. Ahmet (1999), Pazarlama Yönetimi, Stratejik ve Global Yaklaşım, Beta Yayınları, İstanbul.
16. KARAFAKIOĞLU, Mehmet (2005), Pazarlama İlkeleri, Literatür Yayınları, İstanbul.
17. KILIÇ, Sabiha ve Aykut Göksel (2004), “Tüketici Davranışları: İndirim Kartları’nın Tüketici Satın Alma Karar Sürecindeki Etkisine Dair Ampirik Bir Çalışma”, Gazi Üniversitesi İ.İ.B.F. Dergisi, Cilt.6, No.2, s.1-26
18. KOTLER, Philip ve Gary Amstrong (1997), Marketing and Introduction, Prentice Hall, New Jersey.
19. MUCUK, İsmet (2001), Pazarlama İlkeleri, Türkmen Kitabevi, İstanbul.
20. NGUYEN, Nha ve Gasten Leblanc (2001), “Corporate Image and Corporate Reputation in Customers Retention Decision in Services”, Journal of Retailing and Customer Services 8, pp. 227-236.
21. OKAY, Aydemir (2000), Kurum Kimliği ve Kurum İmajı; Her Yönüyle Pazarlama İletişimi, Medicat Yayınları, Ankara.
22. OKAY, Ayla (2001), Kurum Kimliği, Medicat Yayınları, Ankara
23. ÖZÜPEK, M. Nejat (2005), Kurum İmajı ve Sosyal Sorumluluk, Tablet Kitabevi, Konya.
24. PELTEKOĞLU, Filiz (1998), Halkla İlişkiler Nedir?, Beta Yayınları, İstanbul.
25. PETER, J. Paul ve James H. Donelly (2000), A Preface to Marketing Management, The McGrow Hill Componies, USA.
26. RIZAOĞLU, Bahattin (2004), Turizm Pazarlaması, Detay Yayıncılık, Ankara.
27. ROSE, Casper and Steen, Thomsen (2004), “The Impact Corporate Reputation on Performance: Some Danish Evidence”, European Management Journal, Vol.22, No.2 pp. 201-210.
156 Burhanettin Zengin, Zafer Gürkan
28. SABUNCUOĞLU, Zeyyat ve Tuncer Tokol (2001), İşletme, Ezgi Kitabevi, Bursa.
29. SAMPSON, Eric (1995), İmaj Faktörü, Çev,. Hakan İlgün, Rotary Yayınları, İstanbul.
30. STANTON, J. William ve Charles Futnell (1987), Fundamentals of Marketing, McGraw Hill International Editions Marketing Series, USA.
31. ŞİMŞEK, Serif (1998), Yönetim ve Organizasyon, 4. Baskı, Konya.
32. VURAL, B. Akıncı (2003), Kurum Kültürü, İletişim Yayınları, İstanbul.
33. YAĞCI, Özcan (2003), Turizm Ekonomisi, Detay Yayıncılık, Ankara.
34. YÜKSELEN, Cemal (2001), Pazarlama İlkeler-Yönetim, Detay Yayıncılık, Ankara.
35. WARREN, Keagen., S. Moriarty., T. Duncan (1992), Global Marketing, Prentice Hall.
36. http://rmyo.gop.edu.tr/aykac/Egitim/turizmtesisleri.htm, (Erisim Tarihi: 20.03.2007).
37. http://rmyo.gop.edu.tr/aykac/Egitim/turist.htm (Erisim Tarihi: 20.03.2007).
38. http://www.turkbusinesscenter.com/content/makale_1.php, (Erisim Tarihi:25.07.2007)
39. http://www.pazarlamaturkiye.com/index.php?option=com_content&task=catego... (Erişim Tarihi:10.08.2007).

Thank you for copying data from http://www.arastirmax.com