Determinants of Employer Image: A Case of the Tourism Industry

In today’s, characterised by increasingly fierce competition economy, employees are focal to the process of tourism service brand building. If companies wish to gain a competitive advantage through attracting and retaining the best available human capital, they should engage in the process of placing an image of being a great place to work in the minds of current and potential hires. The objective of the paper is to analyse the dimensions of the company employment image in the tourism industry and to identify factors which influence the perception of the tourism organisation attractiveness as a workplace by potential employees. The study was conducted on the group of 351 students in Poznan. Research revealed that potential employees do not believe that careers in tourism will offer them values they find important. It was also found that tourism company employment image is affected by individual and organisational factors, the latter having more predictive power.