Skip to main content

Marketing the employer brand in hospitality: a content analysis of hotel corporate and career websites.

Tools

Lo, A., Huang, Z., Buhalis, D., Thomas, N. and Pang, J. M., 2025. Marketing the employer brand in hospitality: a content analysis of hotel corporate and career websites. Journal of Travel and Tourism Marketing, 42 (9), 1153-1168.

Full text available as:

[thumbnail of Revision_Hotel Website Paper_with names_accepted_260825_1.pdf] PDF
Revision_Hotel Website Paper_with names_accepted_260825_1.pdf - Accepted Version
Restricted to Repository staff only until 24 April 2027.
Available under License Creative Commons Attribution Non-commercial.
703kB

Copyright to original material in this document is with the original owner(s). Access to this content through BURO is granted on condition that you use it only for research, scholarly or other non-commercial purposes. If you wish to use it for any other purposes, you must contact BU via BURO@bournemouth.ac.uk.

Any third party copyright material in this document remains the property of its respective owner(s). BU grants no licence for further use of that third party material.

DOI: 10.1080/10548408.2025.2573423

Abstract

This study investigates how hotels leverage their corporate and career websites to communicate Employer Value Propositions (EVPs) to enhance employer branding. A content analysis of 100 hotel websites produced a framework with 11 themes and 34 sub-categories across Economic, Functional, and Psychological EVP types. Results show 74% of hotels convey at least one EVP type, with chain hotels significantly more active than independents. P-EVPs are most common and often combined with other types, while E-EVPs are least represented and rarely communicated independently. This study provides a structured EVP framework and practical benchmarks to support more strategic hotel employer branding efforts.

Item Type:Article
ISSN:1054-8408
Uncontrolled Keywords:Employer branding; employer value proposition; corporate websites; career websites; Signaling Theory; content analysis
Group:Professional Services
ID Code:41576
Deposited By: Symplectic RT2
Deposited On:25 Nov 2025 15:18
Last Modified:25 Nov 2025 15:18

Downloads

Downloads per month over past year

More statistics for this item...
Repository Staff Only -