Destination Employer Branding

Mathias Schuler: The aim of the project was to find out how the destination employer branding, specifically the Paznaun - Ischgl CREW, is currently perceived by both employees and the company. To this end, the entire destination employer branding of the Paznaun - Ischgl Tourism Association and the services it offers were analyzed, from the application process to the employees' departure. The task for the students was to find out which offers and services are well received by employees and companies and where there is potential for improvement. In order to obtain the best possible results, it was decided in consultation with the students during the course of the project study that both a quantitative analysis of the employees and a qualitative survey of the companies would be necessary. The employees were asked about a wide range of areas and topics using questionnaires and the companies were interviewed. This enabled the students to cover all areas in the best possible way and improve their knowledge of both qualitative and quantitative analysis.

Mathias Schuler: As a first step, the students surveyed the status quo and summarized the most important advantages and disadvantages on the employee and company side. To name a few of these results in concrete terms, the students were able to show that there is a shortage of skilled workers and that the quality of applicants has generally declined in recent years. The analyses also revealed that quality of life/leisure activities are more important to employees than money. The CREW Card with all its benefits was very well received by all respondents.

The survey also revealed that many employees would like to work in Paznaun in summer or all year round. Our training and further education program via the CREW Academy was well received. However, input was received to revise the course times, as the working and course times of individual employees in the different sectors vary greatly. In a second step, the students then used these and other results to develop the following recommendations for action for us as a tourism association with the help of the data collected.

Mathias Schuler: The results of the project study and, above all, the resulting recommendations for action have been incorporated into our work on an almost daily basis as we prepare for the winter season. For example, we have already significantly adjusted the course times at our CREW Academy and expanded the range of courses to meet the wishes of our employees. We have also been able to adapt and digitize the CREW benefits to make them easier for employees to use. However, we will also take the results and recommendations for action into account in our further development in the future. In addition, two further project studies and an additional bachelor thesis are being planned in coordination with the MCI and Prof. Anita Zehrer. We will therefore continue to get exciting input from students and want to continuously improve our destination employer branding in the interests of employees and companies.