Impression management tactics of hotels towards potential employees: Analysis of web sites

In this thesis, it is aimed to determine the impression management tactics that were used by hotels in Turkey on their web sites to effect potential employees. In addition, determining whether hotels use their web sites effectively and whether there are differences between hotel types in terms of impression management implications are also aimed in this study. In this context, first of all, preliminary review of 1751 web sites of tourism operation licensed hotels was conducted and 453 hotel web sites that included human resources and carrier pages were chosen for main examination. It is also aimed in this study to clarify the categorization of impression management tactics that shows confusions and discrepancies in literature. For this purpose, distribution of 32 tactic to seven category (assertive, defensive, internal, external, illustrative, demonstrative, employer branding) was determined in accordance with reviews of 12 experts (seven tourism scholar, five sector professional). Web site examinations showed that, in the context of categories, hotels reach the potential employees proactively with internal information and through employer branding. In addition, impression management implications have been mostly carried out with illustrative techniques; in other words, with general statements and images, without using details. When it is considered in terms of tactics; it is seen that hotels use impressions such as "good location", "big", "easily accessible", "conformity to national-international standards", "socially responsible", "model company", "offering promotion opportunities" and "good physical working environment" to impress potential employees. Additionally, it is found that international chain hotels, five star hotels and yearlong working hotels use impression management tactics for potential employees more frequently than the other types of hotels. Key words: Corporate impression management, Hotel companies, Employer image, Potential employees, Web sites.