The effects of advertising strategies on corporation brand image: A case study at World of wonders hotel operations

In order to realize the aim of this research, recource scaning related to brand, image,corporation brand image and advertising is done and to determine the current situationquestionnaire is developed as a means of collecting data. This questionnaire is carried out 127people in two hotels which is belong to WOW hotel chain in Antalya as manager and guest.Whithin the questionnaire that is carried out in this research, ideas of managers and guestsabout corporation brand image and advertisings of these hotels analyzed and whether there aremeaningful difference is searched. Findings are analyzed and explained whith statisticalmethods which are suitable to the aim of the research. According to findings meaningfuldifferences have been found between managers? and guest? views about the corporation brandimage and advertising strategies of WOW hotels. There is a meaningful difference betweenmanagers? and guests? views about weaknesses and strongnesses, preferenced features, socialresponsibility, mass media, features which is emphasized in advertising, advertising goals andrecognizing of slogan. There is no difference between managers? and guests? views onlyabout personality of hotel. When there is a difference between corporation brand image that iswanted to create by managers and percieved by customers. It must be determined where themistake or deficiency is. Advertising effects must be measured at intervals. This research, isimportant because of it?s originality and propositions for hotel operations.Key Words: Corporation brand image in hotel operations, advertising strategies.