A research on the effects of corporate image on consumer prefences related in accommodation companies

Nowadays, competition reached significant extent coinicidng with the increase of the similar companies and with the entrance of the international enterprises into the market. For this reson, companies began to emphasize the efforts of corporate image which will help them to constitute differences among competitors in current markets. Corporate image conveys vision, mission, targets and policies of the company to the target group. Corporate image encourages the companies in establishing relations with the target groups which consist of institutions and individuals such as employees, consumers, competitors.Corporate image is very important in tourism sector as it is the case with every sector. The image possessed by nations or companies may positevely or negatively demand of tourism. Tourists may give priority to the national and institutional image while they select the companies in the countries where they will spend their holidays. The hence, accommodation companies in turn become more preferable by creating a difference owing to the strong image which they possessed. Therefore, existing corporate image needs to be improved positvely.In this study, the effects of corporate image over consumer prefences in accommodation companies are dealt with. The quality of service provided in accommodation and not to allow deficiency in quality, selection of personel in compliance with the charecteristics of the services, giving significance to the activities of advertisement, publicizing and promotion, taking part in the projects of social responsibilities provide positive contibution to the corporate image and effects prefences of the consumers. In this respect, it is possible to express image objectives of the study as such:a) To explain the concept of corporate image which constitutes an essentialcompetitive factor in accommodation companies.b) To set forth in which way corporate image has the influence on the consumerprefences and to identify the activities which needs to be carried out in order to build apositive corporate image.During the preperation of the study, a draft concerning the content has been prepared through building an initial idea with the help of the data obtained in result of literature search. The study involve research, gathering data, analizing of data, assesment of data and putting forward for solution. During the course of the study, a survey has been carried out with the customers who stayed overnight in five touristic resorts which have tourism certificate operating in touristically devoloped The Mediterranean, The Agean and The Marmara regions of our country.As a result of the studies carried out in this contex, it has been concluded that corporate image has important effects on consumer prefences in accommodation companies.