The influence of symbolic and instrumental attributes of employer image on perceived industry attractiveness

Summary of the study

This study deals with the influence of employer image on industry attractiveness in small and medium-sized hotels and restaurants. The instrumental-symbolic framework concept, which was adapted from the marketing literature, was applied.
A total of 405 employees and 429 owners of family businesses in Bavaria were surveyed for this quantitative study. The hypotheses were tested using linear and hierarchical multiple regression analyses based on the variables contained in the instrumental-symbolic employer image framework.

The analysis reveals clear differences in perception between employees and owners. The data collected shows that the employees' assessments of instrumental characteristics such as job security and income opportunities as well as symbolic characteristics such as industry attractiveness differ significantly from those of the owners. In line with the applied framework concept, the perceptions of employees regarding symbolic attributes predicted their perceived industry attractiveness.
The practical implication for owners is to examine how the image of their industry needs to be changed in order to achieve a positive perception among current and potential employees. Policy makers can benefit from the results of the study as they can help to identify the right priorities for strategies to promote the Bavarian hospitality industry. This helps to create an appropriate and positive image that attracts workers to the sector.

The originality and value of this study lies in the fact that it addresses the previously under-researched interest group of existing employees in the hospitality industry, particularly in terms of employer image. In addition, owners and employees are compared, regardless of their individually different relationships with the company. Employer image is linked to the perceived overall attractiveness of the industry, as the industry is made up of individual companies and therefore depends on employer image.

Key findings of this study

• Significant differences in perception: The study reveals significant differences in the perception of employer attributes and industry attractiveness between employees and owners in family-run hotel businesses. Specifically, employees rated job security and income opportunities as significantly worse than owners, while owners paradoxically rated the overall attractiveness of the Bavarian hotel industry as lower than employees.
• Influence of instrumental attributes: For salaried employees, it was mainly income opportunities that had a significant influence on the perceived attractiveness of the industry. For owners, it was both income opportunities and job security.
• Influence of symbolic attributes: Innovativeness and customer orientation were found to be significant symbolic attributes that positively influence perceived industry attractiveness for both groups (salaried and hourly employees).
• Additional value of symbolic attributes: Symbolic attributes contribute additional explanatory value to perceived industry attractiveness over and above the influence of instrumental attributes, which is true for both stakeholder groups (employees and occupants).
• Contribution to research and practice: The study closes a research gap by analyzing the previously little-studied group of existing employees in the hospitality industry and comparing their perceptions with those of owners. This provides important implications for employers and policy makers to improve the image of the hospitality industry and recruit workers.