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2020, br. 2, str. 35-61
Istraživanje uticaja brenda poslodavca na konkurentnost u hotelskoj industriji
Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresajasmina.lukic@kg.ac.rs
Sažetak
Ljudski resursi predstavljaju jedan od ključnih resursa za sticanje i održavanje konkurentske prednosti hotela, pa uvećavanje vrednosti ljudskog kapitala postaje prioritet za menadžment hotela. Jedan od načina da se vrednost ljudskog kapitala uveća jeste izgradnja brenda hotela kao potencijalnog poslodavca. Cilj rada je ispitivanje postojanja povezanosti između brenda poslodavca i konkurentnosti u Srbiji. Dobijeni istraživački rezultati ukazuju na značaj sledećih pet dimenzija brenda poslodavca: organizacione kulture, balansa između života i posla, atraktivnosti hotela, korporativne društvene odgovornosti i mogućnosti obuke, razvoja i usavršavanja zaposlenih. Sprovođenjem korelacione analize utvrđeno je prisustvo pozitivne, značajne veze između dimenzija brenda poslodavca, dok rezultati regresione analize podržavaju uticaj brenda poslodavca na konkurentnost. Značajan uticaj na konkurentnost ima korporativna društvena odgovornost, kao jedna od dimenzija brenda poslodavca.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/skolbiz2-28037
primljen: 20.10.2020.
prihvaćen: 10.02.2021.
objavljen u SCIndeksu: 12.05.2021.
metod recenzije: dvostruko anoniman
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