酒店雇主品牌维度及其影响效果研究
发布时间：2019-05-08 22:52
【摘要】：雇主品牌是营销学中的品牌理念在人力资源管理领域的应用,是企业在现有或潜在雇员心中的形象或个性。良好的雇主品牌代表企业在人力资源市场上享有较高乃至很高的知名度、美誉度和忠诚度。它使潜在雇员愿意来企业工作,使现有雇员愿意留在企业工作,使企业成为人们心目中的最佳工作地。根据我国旅游业“十二五”发展规划,未来五年旅游业将成为我国的战略性支柱产业,并保持高速的增长。酒店业作为旅游业基础产业之一,也将迎来其高速发展的黄金时期。快速的发展必将伴随激烈的人才竞争,加之酒店业目前就存在员工流动率大、酒店学生专业就业率低、流失率高的现象。面对增加的人才需求、激烈的人才竞争,酒店应该从战略性角度出发着手打造自身的雇主品牌,以吸引和留住人才。 酒店行业雇主品牌的研究相对较少,并多为理论探讨和定性研究。本研究针对酒店行业求职者进行调研,对所得数据进行定量分析,得出了酒店雇主品牌的维度以及这些维度因素对求职者的感知和求职意向的有哪些影响效果,最终构建出酒店雇主品牌的结构模型。本研究使用的研究方法主要有：通过描述性统计分析对样本基本情况进行描述；用信度分析来验证数据的可靠性；通过效度分析对数据的有效性进行分析,主要采用探索性因子分析的方法得出构成酒店雇主品牌的主成分因子；通过独立样本T检验以及单因素方差分析对不同人口特征的样本进行了差异性比较分析；最后通过回归分析得出酒店雇主品牌的结构模型。 最终得出以下结论：本研究通过对酒店雇主品牌的30个外显测量指标进行探索性因子分析,最终得出酒店雇主品牌由四个维度,23个项目组成。这四个维度分别是：管理风格与氛围、雇佣体验、酒店实力和形象、发展机会；酒店雇主品牌的四个维度均与酒店的雇主品牌形象以及求职者的求职意向存在显著的正相关关系；高学历求职者对酒店雇主品牌形象的评价低于低学历的求职者；酒店雇主品牌形象在自变量(人口统计变量、酒店雇主品牌的构成维度)与因变量(求职意向)之间并不存在显著的中介效应。 最后,就本文的研究结果为酒店的雇主品牌建设和管理提出了一些建议,并就本研究的不足与未来方向做了总结。
[Abstract]:Employer brand is the application of brand concept in marketing in the field of human resource management, and it is the image or personality of the enterprise in the hearts of existing or potential employees. Good employer brand on behalf of the enterprise in the human resources market enjoys a high reputation, reputation and loyalty. It makes the potential employees willing to work in the enterprise, makes the existing employees willing to stay in the business, and makes the enterprise the best place to work in the eyes of people. According to the "Twelfth five-year Plan", tourism will become the strategic pillar industry of our country in the next five years, and keep the high-speed growth. Hotel industry, as one of the basic tourism industries, will also usher in its rapid development of the golden age. The rapid development will be accompanied by fierce talent competition, coupled with the hotel industry at present there is a large turnover rate of staff, hotel students professional employment rate is low, the wastage rate is high. In the face of increased demand for talents and fierce competition for talents, hotels should build their own employer brands from a strategic point of view in order to attract and retain talents. The research of employer brand in hotel industry is relatively few, and most of them are theoretical and qualitative research. This study investigates the job seekers in the hotel industry, makes a quantitative analysis of the data obtained, and obtains the dimensions of the hotel employer brand and the effects of these dimensional factors on the perception and intention of the job seekers. Finally, the structure model of hotel employer brand is constructed. The main research methods used in this study are as follows: descriptive statistical analysis is used to describe the basic situation of the sample, reliability analysis is used to verify the reliability of the data, and the reliability of the data is verified by the reliability analysis. Through validity analysis to analyze the validity of the data, mainly using exploratory factor analysis method to get the principal component factor of the hotel employer brand; The differences of different population characteristics were compared and analyzed by independent sample T test and single factor variance analysis. Finally, the structure model of hotel employer brand was obtained by regression analysis. Finally, the following conclusions are drawn: through exploratory factor analysis of 30 explicit measurement indexes of hotel employer brand, it is concluded that hotel employer brand is composed of four dimensions and 23 items. These four dimensions are: management style and atmosphere, employment experience, hotel strength and image, development opportunities; The four dimensions of hotel employer brand all have a significant positive correlation with the hotel employer brand image and job seekers' intention to seek employment, high-educated job seekers' evaluation of hotel employers' brand image is lower than that of low-educated job seekers; There is no significant intermediary effect between independent variables (demographic variables, dimensions of hotel employer brand composition) and dependent variables (job search intention). Finally, some suggestions for hotel employer brand building and management are put forward, and the shortcomings and future directions of this study are summarized.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F272.92
本文编号：2472285
[Abstract]:Employer brand is the application of brand concept in marketing in the field of human resource management, and it is the image or personality of the enterprise in the hearts of existing or potential employees. Good employer brand on behalf of the enterprise in the human resources market enjoys a high reputation, reputation and loyalty. It makes the potential employees willing to work in the enterprise, makes the existing employees willing to stay in the business, and makes the enterprise the best place to work in the eyes of people. According to the "Twelfth five-year Plan", tourism will become the strategic pillar industry of our country in the next five years, and keep the high-speed growth. Hotel industry, as one of the basic tourism industries, will also usher in its rapid development of the golden age. The rapid development will be accompanied by fierce talent competition, coupled with the hotel industry at present there is a large turnover rate of staff, hotel students professional employment rate is low, the wastage rate is high. In the face of increased demand for talents and fierce competition for talents, hotels should build their own employer brands from a strategic point of view in order to attract and retain talents. The research of employer brand in hotel industry is relatively few, and most of them are theoretical and qualitative research. This study investigates the job seekers in the hotel industry, makes a quantitative analysis of the data obtained, and obtains the dimensions of the hotel employer brand and the effects of these dimensional factors on the perception and intention of the job seekers. Finally, the structure model of hotel employer brand is constructed. The main research methods used in this study are as follows: descriptive statistical analysis is used to describe the basic situation of the sample, reliability analysis is used to verify the reliability of the data, and the reliability of the data is verified by the reliability analysis. Through validity analysis to analyze the validity of the data, mainly using exploratory factor analysis method to get the principal component factor of the hotel employer brand; The differences of different population characteristics were compared and analyzed by independent sample T test and single factor variance analysis. Finally, the structure model of hotel employer brand was obtained by regression analysis. Finally, the following conclusions are drawn: through exploratory factor analysis of 30 explicit measurement indexes of hotel employer brand, it is concluded that hotel employer brand is composed of four dimensions and 23 items. These four dimensions are: management style and atmosphere, employment experience, hotel strength and image, development opportunities; The four dimensions of hotel employer brand all have a significant positive correlation with the hotel employer brand image and job seekers' intention to seek employment, high-educated job seekers' evaluation of hotel employers' brand image is lower than that of low-educated job seekers; There is no significant intermediary effect between independent variables (demographic variables, dimensions of hotel employer brand composition) and dependent variables (job search intention). Finally, some suggestions for hotel employer brand building and management are put forward, and the shortcomings and future directions of this study are summarized.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F272.92
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