Tourism Enterprises and Their Positioning as Employer Brands via Digital Channels

Lukas Hartleif ()
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Lukas Hartleif: University of Applied Sciences

A chapter in Conference Proceedings Trends in Business Communication 2022, 2023, pp 95-109 from Springer

Abstract: Abstract The underlying study aims to outline which elements of digital tourism employer brands are perceived as attractive. Methodically this study relies on a literature review with the focus on brand management and a quantitative research design. The empirical investigation consists of a pre-study (n = 63) and a study (n = 109) derived from the pre-study. The following findings are discussed. Career platforms should be coherent, exciting and sophisticated in order to be perceived as attractive. Dependent on these three aspects an applicant journey is introduced and serves as theoretical framework for the conception of digital employer brands in tourism.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40619-6_7

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DOI: 10.1007/978-3-658-40619-6_7

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