Paper abstract:

Every year, millions of people leave their places of residence for various reasons and travel to other countries or regions. With this temporary displacement event, the hotel industry has come to the fore to meet overnight stays and other needs. Hotels, which constitute the most essential sub-branch of the tourism sector, provide accommodation, food and beverage, entertainment, etc. As Sezgin (1995) claims that 25% of their expenditures in foreign countries are reserved for the hotel industry. However, hotels play an important role in the economic, cultural, and social terms in the development of their structures. On the other hand, with the rapid globalization process experienced in recent years, both local and international markets have faced an intensely competitive environment. In this context, it is witnessed that the enterprises work hard to remain more competitive (Çucu, 2010). One of the factors that make organizations competitive is their effective brand value. Considering that the brand phenomenon covers all tangible and intangible values of a company, it is better understood how important and necessary it is in today's business world (Yıldız, 2013).

The business name is the first step to entering the world of consumers. Even a correctly chosen business name is associated with the organization. It can be said that it is the first bond established between customers. In this context, in the process of naming the business that is planned to be established, attention should be paid to its pronunciation, and care should be taken to choose a name that has a meaning in people's minds and evokes products. The process of naming the brand is considered one of the important business decisions. Based on all these assumptions, the problem statement of this research was determined as follows: "Which points do hotel entrepreneurs focus on when choosing a name?".

In this study, hotel names were examined by the content analysis method. The lodging enterprises in Bishkek were chosen as examples. In the research eighty hotel names were analyzed; it was determined that the names of the hotels were primarily foreign words and "special lexical meaning" and "name or latest title of the owner or a family member" oriented. However, it was determined that the hotel names which derive the family differ according to the type of business.