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F.acT: Why is this topic relevant for the Tyrolean tourism industry?
Anna Hauser: The topic is highly relevant, as the family-run hotel industry in particular, where employees with intellectual capital contribute significantly to the sustainable success of the company, is severely affected by the shortage of skilled workers. One of the main reasons for this is the negative employer image of the continuously expanding hospitality industry, which is due to factors such as low wages compared to the rest of the industry and insufficiently defined career and development prospects. In view of demographic change, HR departments are increasingly focusing on Generation Z. The challenge is to align the employer brand of family-run hotels specifically with the expectations of this generation. The decisive factor here is to emphasize those symbolic and instrumental employer attributes that strengthen their intention to apply.
F.acT: What methodological approach did you use in your work?
Anna Hauser: The study follows a quantitative research approach and is classified as an extended conceptual replication. A standardized online questionnaire is used to collect data. The influence of the instrumental employer attributes of remuneration, promotion opportunities, job security and working hours as well as the symbolic attributes of trustworthiness, innovation, dominance, thriftiness and style on the intention to apply is investigated. The sample comprises students in Tyrol, who represent an easily accessible subgroup of Generation Z and are suitable for the study due to their proximity to career entry.
F.acT: What are the core results of your work and what significance do they have for tourist destinations and businesses?
Anna Hauser: Of the nine employer attributes analyzed, promotion opportunities, trustworthiness and remuneration, in decreasing order of influence, contribute significantly to Generation Z's intention to apply for a position in a family-run hotel.
F.acT: What specific recommendations for action do you make in your Master's thesis?
Anna Hauser: Based on the results, a practical orientation framework was developed that shows how family-run hotels can convincingly position the three relevant employer attributes within their employer brand and communicate them to their target group.
Promotion opportunities: In order to do justice to the career-oriented Generation Z, it is advisable to present a realistic career path with clear development stages on the career page and to supplement this with career storytelling. Regular career discussions can highlight individual development aspirations, define specific goals and accompany their progress with continuous feedback. In addition, Gen Z's thirst for knowledge and motivation to learn can be encouraged through needs-based training opportunities that strengthen both professional and personal skills. Junior projects offer initial opportunities to gain practical management experience.
Trustworthiness: Managers should be visible and approachable during the recruitment process through personal video messages on the careers page. Aspects such as onboarding and an open feedback culture, which are often taken for granted internally, should be communicated externally via experience reports. Authentic insights into everyday working life, for example through formats such as "Follow us around" on TikTok, achieve a high response from Generation Z. It is important to actively involve the hotel management and use unaffected language in order to authentically convey the company's values.
Remuneration: The salary structure, including basic remuneration, allowances and bonuses, should be published transparently on the careers page. In addition, individual bonus models can be developed for special achievements.