Yabancı turistlerin Belek’teki beş yıldızlı otel işletmelerini kurumsal itibar açısından değerlendirme düzeyleri

Abstract

The purpose of this study is to determine the level of corporate reputation of five-star hotels in Belek for foreign tourists who prefer to stay in this region, and to examine how demographic characteristics of tourists affect corporate reputation level of these hotels. To achieve this aim, first, reputation, corporate reputation and the components of reputation have been examined. The importance of corporate reputation for hotels has been mentioned. What corporate reputation means for the tourism sector and for the enterprises operating in this sector has been explained. The sample of the study is a total of 343 persons of foreign tourists who have stayed in five-star hotels in Belek. Survey technique has been used as data collection method in the study. The questionnaire form has been composed by adapting the questions, which were developed by Fombrun, Gardberg and Sever (2000), to hotel operations. According to the results obtained, foreign tourists generally evaluate the corporate reputation of five-star hotels in Belek in middle level. Nevertheless, it has been determined that products and services, and emotional appeal dimensions are evaluated as more favorable. It is also revealed that foreign tourists, depending on gender, age, income and whether they visited Belek earlier, evaluate the reputation levels of hotels differently.