Inconsistent organizational images of luxury hotels: Exploring employees' perceptions and dealing strategies

Abstract

This paper explores employees' perceptions regarding the inconsistent images of luxury hotels. Based on individual interviews with 16 employees (front and backline staff), 4 managers, and 2 hospitality experts from Pakistan, the study found that five-star hotels' employees experienced wide inconsistencies between their organizations' external hotel image and internal employer image. This external-internal image inconsistency not only played a major role in forming employees' perceptions towards the attractiveness of their organizations as an employer, but also influenced their organizational attachment levels (e.g., intention to quit) and recommendation behaviors (e.g., referring the organization to others). The paper also explores different ways through which employees deal with these perceived inconsistencies. Three distinct employee clusters were identified, as employees adopted different strategies to deal with these inconsistencies, based on their inclination towards either or both of the external and internal image. Practical implications in terms of hotel branding and talent management are discussed.