Employer Branding in Tourism: How to Recruit, Retain and Motivate Staff

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
A. Plaikner, Marco Haid, Andreas Kallmuenzer, Sascha Kraus
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Abstract

A fierce "war for talent" has emerged, particularly in the tourism industry, with labour shortages and high turnover rates. This situation challenges employers to secure strategic competitive advantage through their most vital asset, people. Simultaneously, firms must invest in their human capital to increase their value, heightening the significance of employer branding. This paper hence investigates employer branding and does so in the unique context of family businesses, the dominant form of tourism firms, where employer branding takes on a distinct dimension as the family's influence fuses corporate and familial identities. Extending prior research findings that indicate that labour issues often stem from leadership inadequacies and human resource management shortcomings, this paper aims to comprehensively examine these multifaceted challenges and their relevance in the tourism industry. This study employs a qualitative approach utilizing 28 semi-structured interviews with managers, successors, and HR managers in Tyrol, an established tourism region in Austria and Europe. The results reveal that the integration of family values and qualities, as well as the identity and value-based self-image and brand strategies of a business, are important factors in recruiting and retaining employees. This study contributes to deeper insight into the importance, opportunities, and challenges of employer branding in family-run tourism businesses.
打造旅游业雇主品牌:如何招聘、留住和激励员工
激烈的 "人才争夺战 "已经出现,尤其是在旅游业,劳动力短缺,人员流动率高。这种情况对雇主提出了挑战,要求他们通过最重要的资产--人才--来确保战略竞争优势。与此同时,企业必须对人力资本进行投资,以提高其价值,这就提高了雇主品牌建设的重要性。因此,本文以家族企业这一旅游企业的主要形式为独特背景,对雇主品牌建设进行了研究,由于家族企业的影响力融合了企业身份和家族身份,因此雇主品牌建设具有独特的意义。以往的研究结果表明,劳动力问题往往源于领导力不足和人力资源管理缺陷,本文旨在对这些多方面的挑战及其与旅游业的相关性进行全面研究。本研究采用定性方法,对奥地利和欧洲著名旅游区蒂罗尔州的经理、继任者和人力资源经理进行了 28 次半结构式访谈。研究结果表明,家庭价值观和品质的融合,以及企业的身份认同、基于价值观的自我形象和品牌战略,是招聘和留住员工的重要因素。这项研究有助于深入了解家族旅游企业雇主品牌建设的重要性、机遇和挑战。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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