Perception of remuneration in tourism

Sophia Schuler: The central research question of my master's thesis is "How is the perception of pay in the tourism industry constructed over time?".

The relevance arose from the fact that pay has so far mainly been examined as a sub-aspect of larger studies - for example in connection with motivation, satisfaction or fluctuation - and this has mostly been done using quantitative approaches. Qualitative approaches and the individual perspective of employees have hardly been considered to date. My work therefore makes a contribution by focusing qualitatively on the subjective formation of meaning in relation to pay.

Sophia Schuler: Framing theory provides a suitable basis for illustrating processes of meaning formation - specifically, how people actively constructed, stabilized or reinterpreted meanings. Since pay is an objective factor but is interpreted in a highly subjective way, the framing approach allows us to visualize changes in perception over time. In my work, I am specifically guided by the approach of Gray et al. (2015), who describe four ideal-typical patterns of meaning change based on the basic processes of lamination and amplification. In addition, mechanisms are shown that explain how such a change in meaning occurs and what triggers these patterns.

Sophia Schuler: I chose a qualitative research approach with a focus on the micro level. In April 2025, I conducted 14 semi-structured interviews with tourism employees in Tyrol, including receptionists, service staff and breakfast assistants. The evaluation was carried out using Mayring's qualitative content analysis, supported by MAXQDA software, following an iterative process. First, the interview material was coded openly and inductively. Subsequently, codes with similar content were bundled into categories. Finally, I focused in depth on one of these categories. A process-like structure emerged within this category. This was divided into four process phases, which were systematized using Langley's Temporal Bracketing Strategy (1999).

The results of my work revealed four process phases:

• Phase 1 - Diffuse perception of pay before entering the industry: characterized by vague expectations, lack of experience and the adoption of social images of "poor pay" in tourism.
• Phase 2 - First interpretation of pay after entering the industry: the first wage is seen as emotionally positive, as a feeling of happiness and a symbol of independence, which is due to the life situation at the time with low fixed costs and no family obligations.
• Phase 3 - Reassessment after working in the sector for some time: pay is viewed increasingly critically and is now predominantly seen as a basis for securing a livelihood, particularly in connection with increasing fixed costs and growing family obligations.
• Phase 4 - Ambivalent interpretation with regard to future prospects: in this phase, contradictory meanings coexisted that the income was still sufficient, but at the same time might not be sustainable for future life goals such as starting a family or home ownership.

Several recommendations for tourism businesses emerged from the results. HR management should recognize breaks or changes in the perception of pay at an early stage and provide targeted support, as the framing approach makes precisely these moments of shifting meaning visible. Regular development meetings and open communication about financial prospects are important. It is also advisable to develop individual remuneration models that take into account different biographical life situations. Young employees in particular, who are often in transitional phases such as relocating or planning to start a family, should be actively supported - for example through allowances for housing, mobility, meals or childcare.