Value creation through appreciation of tourism employees

This project deals with the constantly growing challenge in the tourism sector with regard to the recruitment and retention of skilled workers. Small and medium-sized enterprises (SMEs) in tourism in particular are facing considerable difficulties in positioning themselves as attractive employers on the labor market due to demographic change. Large hotels and companies have already established employer branding and therefore often appear more attractive than SMEs or regionally operating companies.

The study sheds light on this problem and shows how SMEs can gain access to effective employer branding - particularly through coordination via existing professional associations (such as chambers and tourism associations). The aim is to integrate important infrastructure measures into regional management in order to give smaller companies the opportunity to build a strong employer brand.

In addition, the study identifies key challenges in tourism employer branding that emerged from interviews with 28 managers/owners and nine employees in the Tyrolean hotel industry:

• It shows how employee management can be used as a crucial tool and resource to avoid dissatisfaction among employees and promote their motivation.
• An appreciative approach to employees in the company is of central importance.
• Leadership should be understood as leading the way and leading by example.
• Involving employees into decission making processes is crucial to increasing employee loyalty. This also leads to an increase in the monetary added value of companies.

In summary, the project focuses on developing solutions to the shortage of skilled workers in tourism SMEs by emphasizing the importance of strategic employer branding and effective employee management.