A qualitative research on perception of employer brand: a case of tourism investment and tourism management certified hotels in Bingöl

Didem Uzun; Burcu Batga

Makale detayları

A qualitative research on perception of employer brand: a case of tourism investment and tourism management certified hotels in Bingöl

Yazarlar:

Didem Uzun | Burcu Batga

Yayıncı:

Hitit University

Ana Başlıklar:

İşyeri Refahı ve Çalışma Hayatının Kalitesi | Ürün ve Marka Yönetimi

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.114-133

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295318

pISSN:

2757-7449

Anahtar kelimeler:

Özet:

 The main purpose of this study is to determine the views and perceptions of hotel employees about the employer brand, which is the sum of social, economic, development, benefit and interest values. Face-to-face interview technique was used as a data collection technique in the research and data were collected as a result of interviews with the employees of hotels with tourism investment and operation certificates in Bingöl province. In this context, interviews were conducted with 13 participants through random sampling among the employees in three hotels in the province of Bingöl. All interviews were recorded with the permission of the employees participating in the research, and then the records were examined and the data obtained from the employees were interpreted using descriptive analysis. The interviews were held in October and November 2022. According to the results obtained, it has been seen that all the elements of the social value dimension offered by the hotel business to the employees, the wagesalary opportunities element of the economic value dimension and the innovative and creativity element of the interest value dimension are effective in shaping the employer brand perception of the employees. According to the data obtained from this research, it is important to have a fun and happy working environment, to have good relations with colleagues, managers and supervisors, to have good wage opportunities, to be an innovative and creative business, and to give importance to innovative ideas in employer branding.

 The main purpose of this study is to determine the views and perceptions of hotel employees about the employer brand, which is the sum of social, economic, development, benefit and interest values. Face-to-face interview technique was used as a data collection technique in the research and data were collected as a result of interviews with the employees of hotels with tourism investment and operation certificates in Bingöl province. In this context, interviews were conducted with 13 participants through random sampling among the employees in three hotels in the province of Bingöl. All interviews were recorded with the permission of the employees participating in the research, and then the records were examined and the data obtained from the employees were interpreted using descriptive analysis. The interviews were held in October and November 2022. According to the results obtained, it has been seen that all the elements of the social value dimension offered by the hotel business to the employees, the wagesalary opportunities element of the economic value dimension and the innovative and creativity element of the interest value dimension are effective in shaping the employer brand perception of the employees. According to the data obtained from this research, it is important to have a fun and happy working environment, to have good relations with colleagues, managers and supervisors, to have good wage opportunities, to be an innovative and creative business, and to give importance to innovative ideas in employer branding.

 The main purpose of this study is to determine the views and perceptions of hotel employees about the employer brand, which is the sum of social, economic, development, benefit and interest values. Face-to-face interview technique was used as a data collection technique in the research and data were collected as a result of interviews with the employees of hotels with tourism investment and operation certificates in Bingöl province. In this context, interviews were conducted with 13 participants through random sampling among the employees in three hotels in the province of Bingöl. All interviews were recorded with the permission of the employees participating in the research, and then the records were examined and the data obtained from the employees were interpreted using descriptive analysis. The interviews were held in October and November 2022. According to the results obtained, it has been seen that all the elements of the social value dimension offered by the hotel business to the employees, the wagesalary opportunities element of the economic value dimension and the innovative and creativity element of the interest value dimension are effective in shaping the employer brand perception of the employees. According to the data obtained from this research, it is important to have a fun and happy working environment, to have good relations with colleagues, managers and supervisors, to have good wage opportunities, to be an innovative and creative business, and to give importance to innovative ideas in employer branding.

 Bu çalışmanın temel amacı sosyal, ekonomik, gelişim, fayda ve uygulama değerlerinin toplamından oluşan işveren markası hakkında otel çalışanlarının görüş ve algılarını belirlemektir. Araştırmada veri toplama tekniği olarak yüz yüze görüşme tekniği kullanılmış ve Bingöl ilinde turizm yatırım ve işletme belgeli otellerde çalışanlar ile yapılan görüşmeler sonucunda veriler toplanmıştır. Bu kapsamda Bingöl ilinde yer alan üç oteldeki çalışanlar arasından tesadüfi örneklem yoluyla 13 katılımcı ile görüşmeler yapılmıştır. Tüm görüşmeler araştırmaya katılan çalışanların izniyle kaydedilmiş ve daha sonra kayıtlar incelenerek çalışanlardan elde edilen veriler betimsel analizden yararlanılarak yorumlanmıştır. Görüşmeler 2022 yılı Ekim ve Kasım aylarında yapılmıştır. Elde edilen sonuçlara göre çalışanların işveren markası algısının şekillenmesinde otel işletmesinin çalışanlara sunmuş olduğu sosyal değer boyutunun tüm unsurlarının, ekonomik değer boyutunun ücret-maaş olanakları unsurunun ve ilgi değeri boyutunun yenilikçi ve yaratıcılık unsurunun etkili olduğu görülmüştür. Bu araştırmadan elde edilen verilere göre eğlenceli ve mutlu bir çalışma ortamına sahip olmak, iş arkadaşları, yönetici ve amirlerle iyi ilişkilere sahip olmak, ücret olanaklarının iyi olması, yenilikçi ve yaratıcı bir işletme olmakla birlikte yenilikçi fikirlere önem vermek işveren markalaşmasında önem arz etmektedir.

Makale detayları

A qualitative research on perception of employer brand: a case of tourism investment and tourism management certified hotels in Bingöl

Yazarlar:

Didem Uzun | Burcu Batga

Yayıncı:

Hitit University

Ana Başlıklar:

İşyeri Refahı ve Çalışma Hayatının Kalitesi | Ürün ve Marka Yönetimi

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.114-133

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295318

pISSN:

2757-7449

Brand

Employer Brand

Employer Attractiveness

HotelsMarka

İşveren Markası

İşveren Çekiciliği

Oteller

Sayı

Makale detayları

Yazarlar: Didem Uzun | Burcu Batga

Yayıncı: Hitit University

Ana Başlıklar: İşyeri Refahı ve Çalışma Hayatının Kalitesi | Ürün ve Marka Yönetimi

Dergi: Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.114-133

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295318

pISSN: 2757-7449

Sayı

Yazarlar:

Didem Uzun | Burcu Batga

Yayıncı:

Hitit University

Ana Başlıklar:

İşyeri Refahı ve Çalışma Hayatının Kalitesi | Ürün ve Marka Yönetimi

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.16 Issue 1, pp.114-133

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295318

pISSN:

2757-7449