Reputation management in terms of tourism and customer attitudes

Abstract

Reputation consists of perceptions related to businesses of internal and external stakeholders. It is not a result of its own accord, but an abstract value which can be developed by being managed. Reputation in businesses comes up as a result of the interactions between corporational values and social values. The corporations which place emphasis on their reputation are consistent and principled not only in their relations with their customers but also in relations with all their stakeholders. Constituting reputation encompasses a very long process; however it can be easily lost unless the protective measures are taken. The activities created within this framework are evaluated as “Reputation Management”. Reputation Management is the groups’, as business workers and customers and investors, activities of controlling and orientating of the information, thoughts and emotional reactions concerning business. Furthermore, customer satisfaction is a significant variance from the point of performance evaluation of the businesses. A satisfied customer can be evaluated as an important means for bringing new customers to business. A satisfied customer can exhibit behaviors that will affect the business reputation positively, as well. This study aims to determine the effects of the tourism managements’ reputation management activities upon the customers’ attitudes and expectations, by way of emphasizing the importance of reputation management for tourism businesses.