Employee experience journey mapping: a new approach to attracting talent in the tourism sector in the shadow of Covid19
DOI:
https://doi.org/10.14267/TURBULL.2022v22n1.5Keywords:
employee experience, employee journey, Covid19, tourismAbstract
The research aims to illustrate how the mapping approach can be applied as a strategic part of employee experience planning while taking tourism-specific HR challenges into account. The study includes a step-by-step guide to creating an employee experience journey map based on an interview with a 5-star hotel’s HR manager located in Budapest. In addition to describing the application of the customer experience concept in HR processes, the results of the case study confirmed that journey mapping contributes to the improvement of HR processes by identifying touchpoints, critical pain points, and proposing solutions. The tourism sector has complex labor market characteristics, which is why it is essential to develop an HR strategy based on personas, while the marketing and HR departments should treat employee experience planning as a joint project.
References
AAKER, D. A. (1991): Managing Brand Equity. Free Press, New York.
ABBOTT, L. (1955): Quality and Competition. The ANNALS of the American Academy of Political and Social Science. 304(1). pp. 158–159.
ADAMS, G. A. – WEBSTER, J. R. (2013). Emotional regulation as a mediator between interpersonal mistreatment and distress. European Journal of Work and Organizational Psychology. 22(6). pp. 697–710. https://doi.org/10.1080/1359432X.2012.698057
ADHIKARI, A. – BHATTACHARYA, S. (2016): Appraisal of literature on customer experience in tourism sector: Review and framework. Current Issues in Tourism. 19(4). pp. 296–321. https://doi.org/10.1080/1368350 0.2015.1082538
BAUM, T. – AMOAH, V. – SPIVACK, S. (1997): Policy dimensions of human resource management in the tourism and hospitality industries. International Journal of Contemporary Hospitality Management. 9(5/6). pp. 221–229. https://doi.org/10.1108/09596119710172615
BERNARD, G. – ANDRITSOS, P. (2017): A Process Mining Based Model for Customer Journey Mapping. In: Forum and doctoral consortium papers presented at the 29th International Conference on Advanced Information Systems Engineering (CAiSE 2017). CEUR Workshop Proceedings. pp. 49–56.
BHARWANI, S. – BUTT, N. (2012): Challenges for the global hospitality industry: An HR perspective. Worldwide Hospitality and Tourism Themes. 4(2). pp. 150–162. https://doi. org/10.1108/17554211211217325
CLAUS, L. (2019): HR Disruption – Time Already to Reinvent Talent Management. BRQ Business Research Quarterly. 22(3). pp. 207–215. https:// doi.org/10.1016/j.brq.2019.04.002
CSAPÓ J. (2021): A nemzetközi és hazai turizmus legújabb keresleti trendjeinek bemutatása elméleti és gyakorlati megközelítésben. Egyetemi jegyzet. Pécsi Tudományegyetem, Közgazdaságtudományi Kar, Pécs.
DIPIETRO, R. – CONDLY, S. (2007): Employee Turnover in the Hospitality Industry: An Analysis Based on the CANE Model of Motivation. Journal of Human Resources in Hospitality & Tourism. 6. pp. 1–22. https://doi. org/10.1300/J171v06n01_01
DUNCAN, T. – MORIARTY, S. (2014): How Integrated Marketing Communication’s “Touchpoints” Can Operationalize the Service-Dominant Logic. In: Lusch, R. – Vargo, S. L. (eds): The service-dominant logic of marketing. Routledge. https://doi. org/10.4324/9781315699035-29
EISENBERGER, R. – STINGLHAMBER, F. (2011): Perceived organizational support fostering enthusiastic and productive employees. American Psychological Association, Washington, D.C.
ERKMEN, E. (2018): Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity. Administrative Sciences. 8(3). 52. https://doi.org/10.3390/ admsci8030052
GENTILE, C. – SPILLER, N. – NOCI, G. (2007): How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal. 25(5). pp. 395–410. https:// doi.org/10.1016/j.emj.2007.08.005
GHISELLI, R. F. – LA LOPA, J. M. – BAI, B. (2001): Job Satisfaction, Life Satisfaction, and Turnover Intent: Among Food-service Managers. Cornell Hotel and Restaurant Administration Quarterly. 42(2). pp. 28–37. https://doi. org/10.1177/0010880401422002
GÖSSLING, S. – SCOTT, D. – HALL, C. M. (2021): Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism. 29(1). pp. 1–20. https://doi.org/10.1080/ 09669582.2020.1758708
HESKETT, J. L. – SASSER, W. E. (2010): The Service Profit Chain. In: Maglio, P. P. – Kieliszewski, C. A. – Spohrer, J. C. (eds): Handbook of Service Science. Springer US, Boston. pp.19–29.
HEUCHERT, M. (2019): Conceptual Modeling Meets Customer Journey Mapping: Structuring a Tool for Service Innovation. IEEE 21st Conference on Business Informatics (CBI). pp. 531–540. https://doi.org/10.1109/ CBI.2019.00068
HOMBURG, C. – JOZI , D. – KUEHNL, C. (2017): Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science. 45(3). pp. 377–401. https://doi.org/10.1007/ s11747-015-0460-7
JOLLY, P. M. – SELF, T. T. – GORDON, S. E. (2020): Attracting hospitality recruits: The benefit of benefits. Journal of Human Resources in Hospitality & Tourism. 19(1). pp. 1–22. https:// doi.org/10.1080/15332845.2020.1672243
KENESEI Z. – KOLOS K. (2018): Szolgáltatásmarketing: Múlt vagy jövő? Vezetéstudomány – Budapest Management Review. 49(1). pp. 2–12. https://doi.org/10.14267/ VEZTUD.2018.01.01
KENESEI Z. – SEPRŐDI P. (2017): Service experience design, avagy a szolgáltatások tervezésének új kihívásai. Vezetéstudomány – Budapest Management Review. 48(2). pp. 53–66. https://doi.org/10.14267/VEZTUD.2017.02.05
KULCSÁR N. – GROTTE J. (2018): Mit várunk a szállodáktól? – avagy a legmeghatározóbb fogyasztói szegmens számára értéket jelentő tényezők a szállodában. Turizmus Bulletin. 18(3). pp. 4–14. https://doi.org/10.14267/ TURBULL.2018v18n3.1
KUSLUVAN, S. (2003): Employee attitudes and behaviors and their roles for tourism and hospitality businesses. In: Kusluvan, S. (ed): Managing employee attitudes and behaviors in the tourism and hospitality industry. Nova Science Publishers Inc., New York. pp. 25–50.
LEMON, K. N. – VERHOEF, P. C. (2016): Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing. 80(6). pp. 69–96. https://doi. org/10.1509/jm.15.0420
LIN, M.-Y. – CHIANG, C.-F. – WU, K.-P. (2018). How Hospitality and Tourism Students Choose Careers: Influences of Employer Branding and Applicants’ Customer Orientation. Journal of Hospitality & Tourism Education. 30(4). pp. 229–240. DOI:10.1080/10 963758.2018.1480377
MAHESHWARI, V. – GUNESH, P. – LODORFOS, G. – KONSTANTOPOULOU, A. (2017): Exploring HR practitioners’ perspective on employer branding and its role in organisational attractiveness and talent management. International Journal of Organizational Analysis. 25(5). pp. 742–761. https://doi.org/10.1108/IJOA- 03-2017-1136
McKELVEY, H. F. (2018): Improving Onboarding with Employee Experience Journey Mapping: A Fresh Take on a Traditional UX Technique. Weave: Journal of Library User Experience. 1(9). https:// doi.org/10.3998/weave.12535642.0001.903
MEYER, C. – SCHWAGER, A. (2007): Understanding Customer Experience. Harvard Business Review. 85(2). pp. 116–26.
MICHAELS, E. – HANDFIELD-JONES, H. – AXELROD, B. (2001): The War for Talent (Illustrated edition). Harvard Business Review Press, Boston.
MICHEAUX, A. – BOSIO, B. (2019): Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service. Journal of Marketing Education. 41(2). pp. 127–140. https:// doi.org/10.1177/0273475318812551
OFIR, C. – SIMONSON, I. (2007): The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience. Journal of Marketing Research. 44(1). pp. 164–174. https://doi. org/10.1509/jmkr.44.1.164
PLASKOFF, J. (2017): Employee experience: The new human resource management approach. Strategic HR Review. 16(3). pp. 136–141. https:// doi.org/10.1108/SHR-12-2016-0108
VERHOEF, P. – LEMON, K. – PARASURAMAN, A. P. – ROGGEVEEN, A. – TSIROS, M. – SCHLESINGER, L. (2009): Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing. 85(1). pp. 31–41. https://doi.org/10.1016/j. jretai.2008.11.001
WILDES, V. J. (2000): Relationships among occupational stereotypes of restaurant servers, internal service quality, and behavioral intent. PhD thesis. The Pennsylvania State University.
WILDES, V. J. (2008): Should I Stay or Should I Go? Motivation to Work in Foodservice. Journal of Foodservice Business Research. 11(3). pp. 286–294. https://doi. org/10.1080/15378020802316794
WILDES, V. J. – PARKS, S. C. (2005). Internal Service Quality. International Journal of Hospitality & Tourism Administration. 6(2). pp. 1–27. https://doi.org/10.1300/J149v06n02_01
Internetes források
UNWTO (United Nations World Tourism Organization) (2021): COVID-19 and Tourism 2020: A year in review. https://www.unwto. org/covid-19-and-tourism-2020, Letöltve: 2021. január 15.
WTTC (World Travel & Tourism Council) (2019): Economic Impact 2019. https://wttc.org/ Research/Economic-Impact, Letöltve: 2020. április 26.
