SEKTÖRE İLİŞKİN KURUMSAL İMAJ ALGILARININ KARİYER YAPMA İSTEKLERİ ÜZERİNE ETKİSİ: TURİZM ÖĞRENCİLERİNE YÖNELİK BİR UYGULAMA

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

Özet

Amaç: Günümüzde ekonomik, sosyal ve teknolojik alanlarda meydana gelen gelişmeler sonucu işletmeler artan rekabet koşulları altında faaliyetlerini sürdürmektedirler. İşletmelerin gelecekte varlıklarını sürdürebilmeleri ve akıllarda kalıcı bir marka olabilmeleri için kaliteli mal ve hizmet üretiminin yanı sıra güçlü bir imaj algısına da sahip olmaları gerekmektedir. İşletmelerin kamuoyunda nasıl tanındıklarına ve nasıl bilindiklerine ilişkin genel yargılar mevcuttur. Öznel ve nesnel bilgilerden oluşan bu yargılar sonucu kurumsal imaj oluşur. Genel anlamda kurumsal imaj, bireylerin kurum hakkında öngörülen düşünce, sezgi, izlenimlerin ve algılarının tümüdür. Kurumsal imaj üzerinde oluşan algılar, bireylerin yaşamlarında etkili olan kariyer yapma isteklerini de etkilemektedir. Bireyler sürdürdükleri yaşamlarında ve işlerinde devamlı ilerleme kaydederek yükselebilmeyi, daha iyi statüye erişebilmeyi ve parlak bir kariyer sahibi olabilmeyi istemektedirler. Bu nedenle bireylerin sektöre ilişkin imaj algıları ile kariyer yapma istekleri arasındaki muhtemel ilişkinin belirlenmesi önemli gözükmektedir. Turizm sektörünün emek yoğun bir nitelik taşıması, insan odaklı bir yapının ön plana çıkmasını sağlamaktadır. Bu nedenle araştırma, üniversitede turizm eğitimi alan öğrencilerin sektöre yönelik imaj algılarının, kariyer yapma isteklerine etkilerini ortaya çıkarmak amacıyla yapılmıştır.Yöntem: Araştırmanın evrenini, Ege Bölgesi’nde Turizm Fakültelerinde Turizm eğitimi gören öğrenciler oluşturmaktadır. Çalışmada nicel araştırma yöntemi tercih edilmiştir. Konuyla ilgili olarak turizm fakülteleri öğrencileri üzerinde bir anket uygulaması gerçekleştirilmiştir. Elde edilen veriler ile katılımcıların ifadelere vermiş oldukları yanıtların frekans, yüzde ve aritmetik ortalamaları belirlenmiştir. Değişkenler arası farklılıkları belirlemek üzere kurumsal imaj ile kariyer eğilimlerinin demografik özelliklere göre değişip değişmediği (iki grup için) t testi ve (üç veya daha fazla grup için) varyans analizi (One Way ANOVA) ile test edilmiştir.Bulgular: Sektöre yönelik kurumsal imaj ile kariyer yapma isteği arasında anlamlı bir etki tespit edilmiştir. Öğrencilerin kurumsal imaj algıları kariyer yapma isteklerini pozitif etkilemektedir. Sonuç: Elde edilen sonuçlara göre öğrencilerin sektöre yönelik kurumsal imaj algılarının kariyer yapma istekleri arasındaki ilişki/etki korelasyon ve regresyon analizi ile tespit edilmiş olup, katılımcıların sektöre yönelik imaj algılarının kariyer yapma istekleri arasında anlamlı bir ilişki olduğu görülmektedir. Bununla birlikte değişkenlere ait aritmetik ortalamaların düşük olmasına bağlı olarak regresyon analizinde kurumsal imaj algılarının kariyer yapma isteklerine ilişkin toplam varyansın küçük bir kısmını açıkladığı da görülmektedir.

Abstract

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 institution” (Parent and Foreman, 2007: 15). Corporate image is a result of a persons’ all experience, impression, faith, emotion and information’s interaction about the institution (Lin et al., 2015: 3). The basis of the word “career” is known in Latin “carrus” (freight wagon), in French “carrier” (running track), in English “career” (job business life). “Career” word leaps to Turkish from French word “carrierre” word identified as a “specialization at a job” in Turkish Language Institution”. Career concept defined in different shapes by many researchers. “Making a career demand” or in other words “career trends” couched in as “individuals’ evaluate the most appropriate job in terms of their needs and expectations according to their own knowledge, skill and abilities” (Pehlivan, 2008: 51; Aktaş vd., 2013: 62; Kuzgun, 2000). In many working areas, it can be mentioned from “making a career demand” and “selection of the business” (Türkay and Tüzemen, 2009: 216). Individuals want to work and earn income because of economic and social components. In this demand effect of psychological needs are important too. Correspond of economic, social and psychological needs are very significant at “decide on a career”, “making a career demand” and “career development”. The best career trend is individuals’ expectations, requirements and necessities welcomed in the best way (Mazgal, 2013: 19; Baydur, 2014: 26-17; Sabuncu, 2015: 13; Pilavcı, 2007: 30; Yumuşak and Çoban, 2012: 77).The scope of the research, in the Aegean region in 2015-2016 academic year is comprised of students in Tourism Faculty of Tourism. A survey on the tourism faculty students on the issue was conducted. The questionnaire used as a data collection tool was created three sections. The first part of the survey is the question that aimed to determine the individual characteristics of the participants. In the second and third sections, there were scales of sectoral image and career making desire to determine the effects of the participants on the sectoral image perceptions and desire to make a career. As a result of the survey results, the frequency, percentage and arithmetic mean of respondents’ responses were determined. In addition to this, t-test was used in binary comparisons and variance (ANOVA) analysis in three or more comparisons by determining whether the students’ perceptions of institutional image pertaining to the sector and their desire to make a career were significantly different according to the individual characteristics of the participants. “Making a career demand” and “career planning” is very important many of the individuals. This also provides significant benefits to the businesses. Especially being preferred by the employees in terms of personnel acquisition and requirement of qualified employee come forward in this subject. At this point “the impact of corporate image” appears because of individuals’ making a career demands can be formed from different efficient. We can summarize this study with two variants. First one is “general impressions remain in people’s minds about the organization negative or positive emotions, ideas, approaches and experiences. The other one “career trend” means individuals’ evaluate professions and decide the most appropriate for themselves. In this study, we studied the image perceptions of the university students that receive education in t