Examination of the views of “potential employees in the tourism sector” in relation to the role of the corporate image in the business choice

Abstract

The aim of this study is to determine the elements of positive/negative image of a tourism business from the perspective of potential workers and to find out what encourages them to/not to choose to apply to a business. The research was carried out on students studying at Faculty of Tourism Nevşehir Haci Bektas Veli University. Interview method was used as the main method of data collection. In the study, case study was preferred. The data were collected with the ”Standardized Open-Ended Interview Form”. To ensure content validity of the interview form, two experts in the field were consulted. The interview form was applied to students who are randomly selected among students with work experience and equally from each department. Students were asked to express their thoughts and opinions in their own handwriting. Collected data were analyzed descriptively. Direct quotation was given from student opinions to increase the validity. According to the results of this study factors such as giving value to the employees, giving higher salary, offering opportunities to improve the personnel, keeping the workplace hygienic and ensuring order and discipline at the workplace are the characteristics both of the business in which the participants want to work and of a positive business image. Therefore, a good business image attracts potential workers to work in that business.