관광전공 대학생이 지각하는 고용주 브랜드 요인에 관한 연구

Abstract

The purpose of this study is to identify employer brand factors as perceived by tourism/hospitality major students attending a 4-year-Korean college. This is so that the identified employer brand factors can relevantly be applied and utilized within tourism and/or hospitality companies throughout Korea. It has been a major concern for tourism/hospitality companies in Korea that they have not recruited and retained enough human resources. Simultaneously, it is becoming an issue for 4-year-colleges with tourism/hospitality related major programs because of an increasing unwillingness of graduates to apply for jobs with SME tourism/hospitality companies. As a result of the study, the following brand factors were extracted: innovation, reputation, employee growth, new-organizational culture, familiarity, meaningfulness in terms of job environment employer brand, employee development, general welfare, small incentives for the welfare and benefits of the employer brand, student-focused promotion, alumni and school utilization, human resource personnel development, job interview preparation, recruitment processing, and experience-based word-of-mouth recruitment activities for the employer brand.