Abstract
Human resources are one of the key resources for gaining and maintaining
the competitive advantage of hotels, so increasing the value of human capital becomes a
priority for hotel management. One way to increase the value of human capital is to
build an employer brand in the hotel industry. The paper aims to examine the
relationship between employer brand and competitiveness in the hotel industry. The
obtained research results indicate the importance of the following five dimensions of the
employer brand: organizational culture, work-life balance, the attractiveness of the
hotel, corporate social responsibility, opportunities for training, development and
advancement of employees. Results of correlation analysis indicate a positive,
significant correlation between employer brand dimensions, while the regression
analysis results support the impact of the hotel's employer brand on competitiveness.
Corporate social responsibility has a significant impact on competitiveness as one of
the dimensions of an employer brand.
Keywords
Array
Array
Array
Array
Array
Array
References
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).