Özet:

Corporate Reputation is the sum of all tangible and intangible values that are formed by the stakeholders’ perceptions of a corporation. Corporate reputation compounded by the cross relations of the stakeholders. Corporate reputation is considered in terms of its historical contex, the long term collective assesment of a corporation’s integrity. A good reputation has a vital importance for all of organizations. Although corporate reputation covers a long process, it can be lost in a short period of time unless protective measures are taken. Therefore, organizations need to effectively manage their corporate reputation, which is an abstract value. Corporate reputation management is a new concept for the tourism sector. The aim of this study is to show the perception of corporate reputation management in tourism enterprises. In this study, literatüre review and survey application methods were selected and this aim was achieved. The population ans the sample of the research are managers of hotel establishments operating in Erzurum. In order to achieve success in the research and to interpret the results, studies in both domestic and foreign literatüre on reputation and sorporate reputation management were examined and a questionnaire form used in previous studied was perepared. In the questionnaire prepared, questions were asked to determine the perception of corporate reputation management. Frequency-percentage distributions and arithmetic mean were used in the analysis of the data collected by the survey method, a 22-item quintuple likert-type scale was used to scale the participants ' Corporate Reputation Management. As a result of the research: it was observed that managers have high perceptions of corporate reputation and that they attach importance to corporate reputation management. In order to maintain the corporate reputation for a long time, proposals were made to respond to the expectations and needs of stakeholders and to ensure that businesses pay attention to the diversity and quality of products and services.