Organisational determinants of Employer Image: A case of the Tourism Industry in Poland

Abstract

Growing recognition of the importance of the customer-employee interaction in the tourism service delivery has led to the need to increase efforts to attract and retain qualified and committed personnel. The objective of the paper is to analyze the dimensions of the company employment image in the tourism industry and to identify organizational factors which influence the perception of the tourism organization attractiveness as a workplace by potential employees. The study was conducted on the group of 351 undergraduates and graduates enrolled in tourism and hospitality studies in Poznan. Research revealed that students do not believe that careers in tourism will offer them values they expect. It was also found that tourism company employment image is affected by company size, level of internationalization, chain affiliation, ownership type, and type of services offered.