Institution image in higher education institutions: An area research on the opinions of the students at Akçakoca School of Tourism And hotel Management

Image, which can be defined as perceptual way of an institution, has an effective role in achieving the institutional goals. The corporate image of an institution distinguishes the institution itself from its other rivals and it, the corporate image, emerges as a factor providing competitive advantage in different market conditions. The corporate image vitally important for all organizations is also crucial for the higher education institutions which have a pivotal role in producing knowledge. Higher education institutions require a powerful corporate image both because of the fact that they play an important role in producing knowledge and that they train human resources all sectors need. In this context, it is crucial to establish the factors which determine and affect the corporate image of higher education institutions and to introduce which ones of them are more important in forming this prestige.The objective of this study is to evaluate the corporate image of higher education institutions from the point of view of students. In the study, the corporate image of Düzce University Akçakoca School of Tourism and Hotel Management has been evaluated by using survey technique within the context of quantiative research method. The corporate image of Düzce University Akçakoca School of Tourism and Hotel Management has, in the light of the data provided by the study, been revealed in accordance with the students? way of perceiving the institution and with their expectations. The study consists of four main chapters. The first chapter provides theoretical information about the concept `image? and types and structure of it. The second chapter deals with the concept of `corporate image? and the factors affecting. The third chapter informs about the development process of higher education institutions, and about Düzce University and Akçakoca School of Tourism and Hotel Management. The evaluation of the data acquired by means of the survey having been applied in order to establish the corporate image of Düzce University Akçakoca School of Tourism and Hotel Management is also present in the this chapter.In accordance with the results acquired within the context of the study, the corporate image of Düzce University Akçakoca School of Tourism and Hotel Management is as the following: The communication between the teaching staff and the students is positive. The teaching staff help the students both during the courses and at other times. English and applied computer course hours are at a sufficient level and this affects the corporate image of Düzce University Akçakoca School of Tourism and Hotel Management in a positive way. Although accommodation is not among the facilities which must be provided by higher education institutions, having difficulty finding accommodation has a negative effect on the corporate image. The students discountenance the insufficient transportation and social services. Furthermore, the students state that Düzce University Akçakoca School of Tourism and Hotel Management have not introduced to Akçakoca and to the public at a sufficient level. The corporate image of the higher education institution is important for the students? choices and this reveals that it is necessary to remove the negative factors affecting the corporate image in a bad way.