ROLE OF PERCEPTION MANAGEMENT IN TOURISM SECTOR

Perception is a phenomenon that everybody encounters in every aspect of life. It is a powerful propaganda tool which can be used by companies, institutions, politicians or governments to affect individuals’ lives. Eliminating, managing perception can also be applied with reverse psychology. It is an effective weapon. Organizational perception management which is examined in this study, requires strategic management to acquire profitable results on target groups. Organizational perception management is only sustainable with the proper strategic management, This paper aims to explain how, and which ways tourism industry use to manage perceptions of target groups. Main course is to examine how to manage perceptions through social media platforms such as Twitter, Instagram, Facebook to affect perceptions of target groups. This research holds information about contributing factors on people’s forming perceptions and factors which are important for managing perceptions. Using real life cases theory is connected to the reality. The study revealed that perception management applications are effective on target groups which influence their emotions and actions through social media platforms. In the context of successful examples of social media applications, “Influencer Marketing” method is examined and how this method is effective on target groups and how enterprises receive feedbacks and profits from these applications