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Sophia Gschoßmann was awarded the 2025 Research Prize of the Tyrolean Chamber of Commerce for her work - congratulations!
F.acT: Why is this topic relevant for the Tyrolean tourism industry?
Sophia Gschoßmann: As an international tourism destination, Tyrol thrives on cultural diversity - both in terms of guests and employees. People of different origins, languages and social backgrounds come together in this industry in particular. This diversity offers enormous potential, but also poses challenges. Issues such as equality, fair pay, equal opportunities and inclusion are therefore not only moral imperatives, but also economic ones. In view of the ongoing shortage of skilled workers and the changing values of younger generations - especially Generation Z - it is clear that companies that strategically anchor diversity, equality and inclusion (DEI) increase their attractiveness as an employer, innovative strength and resilience. For Tyrolean tourism businesses, DEI is therefore a key competitive factor in the "war for talent".
F.acT: What methodological approach did you use in your work?
Sophia Gschoßmann: The study followed a quantitative, deductive research design and was based on a standardized online survey of 306 employed persons in the DACH region. The aim was to analyze the effect of DEI measures on perceived employer attractiveness - with a particular focus on the service and tourism sector. Using descriptive and multivariate regression analyses, significant correlations were found between the promotion of diversity, equality and inclusion and the perception of fairness, appreciation and belonging.
F.acT: What are the core results of your work and what significance do they have for tourist destinations and businesses?
Sophia Gschoßmann: The results clearly show that companies that actively promote DEI are perceived as significantly more attractive by employees. The dimension of equity (equality) has a particularly strong impact, followed by diversity and inclusion. While employers in the service sector are rated slightly lower overall, tourism companies benefit more than average from even small DEI initiatives. Measures that promote fairness, trust and participation increase the loyalty, motivation and innovative capacity of employees. This makes DEI a key factor for service quality, guest satisfaction and the long-term competitiveness of tourism companies.
Abbildung 1. Gesamtdarstellung Untersuchungsmodell mit Hypothesentestung
F.acT: What specific recommendations for action do you make in your Master's thesis?
Sophia Gschoßmann : A strategic and cultural fit is recommended for tourism companies - in other words, DEI measures that fit the corporate culture and workforce. Effective approaches include transparent career paths, flexible working time models, shared leadership, unconscious bias training, reboarding programs and an open feedback culture. Measures to reconcile work and family life are particularly in demand. It is important to understand DEI not as a trend, but as an integral part of a modern corporate culture. Living diversity and inclusion not only strengthens internal cooperation, but also the tourism brand image to the outside world - and makes Tyrol's businesses fit for a sustainable, intergenerational future.
Abbildung 2. DEI-Maßnahmen für touristische Unternehmen
A publication on this Master's thesis has also appeared in the journal Tourismus Wissen Quarterly:
Gschoßmann, S., & Stadler, R. (2025). How DEI is perceived in the workplace. Tourism Knowledge Quarterly , 42, 17-22