THE EFFECT OF CORPORATE IMAGE PERCEPTIONS RELATED TO SECTOR ON THE WILLINGNESS TO MAKING A CAREER: AN APPLICATION ON TOURISM STUDENTS

Businesses have to acquire quality goods and services production and also a strong image perception for perpetuating their lives in increasing competition conditions and for persistent trailing in minds in the future. Individuals prescribed ideas, intuitions, impressions, and perceptions about the institution determine corporate image and affect people’s thoughts that want to make a career in these businesses. Individuals want to able to rise in their business and in their life, have access to better status and have a bright career. When individuals realize their career wishes, they try to determine; what is important for themselves and in which career can match with their characteristics, abilities, and knowledge. This research was conducted in order to determine the effects of university tourism education students’ perceptions of the institutional image pertaining to the sector on their willingness to make a career. Many factors in career trend and evolution (job satisfaction, organizational cynicism, mobbing, social credibility of the profession, person’s family life, abilities and skills etc.) can create positive/negative effects. The most important factor in “creating a positive corporate image” is “human”. Businesses can give quality service with qualified employees. Especially in the tourism sector; structure stands in the forefront is “labor”. In businesses that give importance to “human” factor, employees plan a career with the subject corporate image perceptions. In this context, undergraduate degree students’ corporate image perceptions for the sector effects in the subject making career claims researched and accepted the main purpose. The basic hypothesis of the research is presented below. Hypothesis: The corporate image in the tourism sector has a meaningful effect on making a career demand. Declared this hypothesis attracts attention to two different points. First one is the trend to businesses’ increasing service quality and managing their corporate image in a positive way to bring them “businesses that preferred by the employees”. The other option is “businesses that preferred by the employees” can increase “qualified employee gain”. Image defines “a person’s or a community’s impression in relation to himself and want to create someone else (Dowling, 1994: 8). Corporate image can be defined as “general impression” positive or negative emotions, ideas, attitudes, and experiences about the institution accumulated stared in memories (Salam et al., 2013: 177). The organization members’ beliefs according to “how other people seeing the