Özet:

The main purpose of this research is to comparatively evaluate the goals of hotel enterprises while designing their logos and the perception those logos create on consumers by using a method of surveying hotel managers and guests. This research deploys a qualitative method approach. The research was conducted on hotel managers in Bodrum and people of various professional groups in Isparta. The data were obtained by face-to-face interviews with 3 hotel managers and 20 people belonging to various occupational groups through semi-structured questionnaire in February-April period. The data were evaluated by making direct references to the original expressions of the participants as much as possible. As a result, the logo itself may not be of great significance for the customers. For this reason, companies need to make their names visible in the logo. Business should create a logo in accordance with the sector they operate. And also, the survey of hotel managers and consumers, in designing hotel logos matching colors, letter fonts, memorability, and compatibility with the sector are significant factors.

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