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Bu araştırmanın amacı, konaklama işletmelerinde çalışan işgörenlerin işyeri marka algılarını tespit etmek ve bu algı düzeylerinin demografik değişkenlere göre farklılaşıp farklılaşmadığını ortaya koymaktır. Araştırmanın verileri, Haziran-Ağustos 2022 yaz sezonunda Muğla ili Bodrum ilçesindeki dört ve beş yıldızlı konaklama işletmelerinde çalışan 327 işgörenden, anket tekniği kullanılarak toplanmıştır. Elde edilen verilere betimsel istatistikler, non-parametrik farklılık testlerinden Mann Whitney U, Kruskal Wallis H ve Posthoc Tamhane testleri uygulanmıştır. Uygulanan analizler sonucunda, işgörenlerin genel olarak işyeri marka algılarının yüksek olduğu, medeni durum, gelir düzeyi, turizm sektöründeki deneyim süresi ve çalışılan işletmenin yıldız sayısı değişkenlerine göre işyeri marka algılarında anlamlı farklılıkların bulunduğu görülmüştür. Kadın, gelir 4253 TL ve üstünde gelire sahip, 6-10 yıl arasında sektör deneyimi olan ve beş yıldızlı konaklama işletmelerinde çalışan işgörenlerin işyeri marka algılarının daha yüksek olduğu sonucu ortaya çıkmıştır. Elde edilen sonuçlar doğrultusunda hem sektöre hem de akademiye önerilerde bulunulmuştur. Yerli literatürde işyeri marka algısı konusuyla ilgili yapılan araştırmalar incelendiğinde, bu çalışmaların genel olarak nicel araştırma metotlarından faydalanılarak yapıldığı görülmektedir. Gelecekte işyeri marka algısıyla yapılacak araştırmalarda mülakat, gözlem gibi nitel araştırma yöntemlerin kullanılması, ortaya çıkacak muhtemel sonuçların kıyaslanmasıyla mevcut literatürün gelişimine katkı sağlayacağı düşünülebilir.
The purpose of this research is to identify the workplace brand perceptions of employers working in accommodation enterprises and to find out whether these perception levels differ according to demographic variables. The data of the study was collected using the survey technique from 327 employees working in four and five-star accommodation companies in the Muğla or Bodrum district during the summer season of June-August 2022. The obtained data was applied to visual statistics, the Mann Whitney U, Kruskal Wallis H, and Posthoc Tamhane from non-parametric differentiation tests. The results of the applied analyses have shown that employers generally have a high place of business brand perception, there are significant differences in the place of business brand perception according to the civic status, income level, the duration of experience in the tourism sector and the number of stars of the employed enterprise. The result was that women, with income of 4253 TL and above, with 6-10 years of industry experience and employers working in five-star accommodation enterprises have higher workplace brand perceptions. According to the results obtained, recommendations have been made to both the industry and the academy. When research on the subject of the workplace brand perception is studied in the indigenous literature, it is found that these studies are generally done using quantum research methods. In the future, the use of qualitative research methods, such as interview, observation, in research that will be done with the brand perception of the workplace, can be considered to contribute to the development of current literature compared to the likely results that will arise.
The purpose of this study is to determine the employee brand perceptions of the employees working in hospitality businesses and to reveal whether these perception levels differ according to demographic variables. The data of study were collected from 327 employees working in four and five star hospitality establishments in Bodrum district of Muğla province in the summer season of June-August 2022 using a questionnaire technique. The obtained data was analysed with descriptive statistics, Mann Whitney U, Kruskal Wallis H and Posthoc Tamhane tests which are nonparametric differences tests. As a result of the analyzes, it was seen that the employees have high level of employee brand perceptions and there were significant differences in employee brand perceptions according to the variables of marital status, income level, experience in the tourism sector and the number of stars of the businesses. It has been concluded that employees- who are female, have an income of 4253 TL and above, have 6-10 years of industry experience and work in five-star accommodation establishments- have higher level of employee brand perceptions than others. In line with the results obtained, suggestions were advised to both the hospitality sector and the academy. When the studies on employee brand perception in the domestic literature are examined, it is seen that these studies are generally carried out by using quantitative research methods. It can be thought that the use of qualitative research methods such as interviews and observations in future research on workplace brand perception will contribute to the development of the existing literature by comparing the possible results.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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