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EMAC 2020 Annual Conference

Creativity and Innovation as an Employer Brand Value in Tourism and Hospitality

Published: May 27, 2020


Maria Ek Styven, Luleå University of Technology; Marcello Mariani, Henley Business School, University of Reading; Anna Näppä, Luleå University of Technology


employer branding; employer attractiveness; creativity


Employer branding is a key developmental area for companies in the tourism and hospitality industries. This paper aims to contribute to existing literature on employer branding by assessing how current employees in the tourism and hospitality sector perceive their employers with regard to creativity, particularly in comparison to other dimensions of employer attractiveness. Results from a mixed-methods study suggest that the possibility to be creative and innovative at work is an important driver for employees and could be used to manage the employer brand. This emerged as the most important factor for employees’ intention to stay with their current employer, and influenced the intention to recommend the employing company. Moreover, in an industry often associated with low wages, the economic value in terms of total compensation is important both for employees’ intentions to stay with their employer and for their likelihood to recommend the company as a place to work.


This work was supported by the R&D Fund of the Swedish Tourism & Hospitality Industry and the Swedish Retail and Wholesale Council.