BRAND AND REPUTATION CONCEPTS IN HOTEL COMPANIES: A RISK - BASED APPROACH LITERATURE REVIEW

The quest for innovation is a major challenge for companies as it is commonly considered as a strategic lever for holding and consolidating competitive advantage. Thus, the main merit of marketing is to force the company to regularly question the adequacy of its products to changing more or less rapid of consumer expectations. Indeed, the brand value confers a decisive competitive advantage and represents a decisive factor in the company\'s strategy. Despite all the efforts to improve it, the image of the company can very quickly be compromised by recurrent criticisms or by a scandal, amplified by the media that it will not have been able to prevent. Therefore, managing such risks requires companies to pay the closest attention to them within their internal organization. In services and especially in tourism and hotels industry, branding and reputation are of indisputable importance. In fact, the image has an influence on tourists perception of the tourist business, their behavior, their choice and their satisfaction related to the tourist experience. From the moment everything can affect the image of the company; this communication aims to explain, through an analysis of the existing literature in the field of tourism companies, how the management of reputation risk through a process Risk management has become an essential dimension of global risk management under the banner of image protection