Journal of Tourism and Development

Journal of Tourism and Development

Identifying the Components of Employer Value Proposition and Expected Employee Value Proposition in the Hospitality Industry (Case: Hotels in Shiraz City)

Document Type : Original Article

Authors
Mehdi Golverdi 1
Habibeh Farhadi 2
Mohammad Sadegh Sharifirad 3
1 Assistant professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Tehran, Iran
2 Master, Faculty of Public Administration, Department of Humanities and Social Sciences, Ardakan University, Ardakan, Iran
3 Assistant professor, Faculty of Public Administration, Department of Humanities and Social Sciences, Ardakan University, Ardakan, Iran
10.22034/jtd.2025.524955.3071
Abstract
Hotels must attract suitable employees to deliver excellent and customer-centric services. Organizations and managers in this industry in Iran face numerous challenges in recruiting, retaining, and motivating competent, committed, and qualified workforce. The present study aims to analyze the components of the employer value proposition (EVP) and the expected employee value proposition (EVP) in the hospitality industry by examining the mutual value propositions between employers and employees. This research is applied in terms of purpose and qualitative in methodology, utilizing thematic analysis. To collect data, semi-structured interviews were conducted with 18 managers and owners of hotels in Shiraz, selected through purposive sampling. The findings revealed that the employer value proposition in this industry and the studied context comprises four components: compensation system (fixed and variable pay), benefits (monetary and non-monetary), organizational climate (ideal work environment, organizational justice, and camaraderie between managers and employees), and career development (focus on employee advancement, learning, and personal growth). Additionally, from the perspective of employers and owners, the expected employee value proposition includes three components: job skills (occupational expertise, academic qualifications, communication skills, and technical job skills), personal attributes (personality traits and appearance), and work attitude (work ethic, organizational commitment, and professional ethics).
Keywords
Value proposition
Employer branding
Hospitality
Hotel
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