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Tourism Enterprises and Their Positioning as Employer Brands via Digital Channels

In: Conference Proceedings Trends in Business Communication 2022

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  • Lukas Hartleif

    (University of Applied Sciences)

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.

Suggested Citation

  • Lukas Hartleif, 2023. "Tourism Enterprises and Their Positioning as Employer Brands via Digital Channels," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin (ed.), Conference Proceedings Trends in Business Communication 2022, pages 95-109, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40619-6_7
    DOI: 10.1007/978-3-658-40619-6_7
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