Assessing the effects of inadequate human capital affecting brand image of the hospitality and tourism industry

Abstract

The demand for educated, trained, professional and skilled employees in the hospitality and tourism industry (HOSTI) has grown drastically. HOSTI is one of the biggest industries in the world; World Tourism Organisation estimated that one in ten jobs depends on the HOSTI. (CTH 2016:3). Yet, literature still reveals inadequate human capital (HC) in the HOSTI. Inadequate HC may be influenced by how people perceive the industry. How people perceive the industry affects the brand image.

The aim of this research was to assess the effects of lack of HC on HOSTI brand image. Identifying the effects will assist the entire HOSTI to avoid negative impact of lack of HC for lasting improvements in the industries. Qualitative design was employed to carry out this research through non-probability particularly purposive sampling. Thus, semi-structured interviews and focus group discussions (FGDs) were conducted. To gather relevant information hospitality and tourism DUT students and lecturers were interviewed. 61 individuals were interviewed and 4 FGDs were conducted. This research gathered an empirical data that went through a thematic process of data analysis. This research used thematic framework as a guide of semi- structured interviews and FGDs.

Empirical outcomes of this research revealed that both DUT hospitality and tourism students and lecturers agreed that lack of qualified personnel in the industry exists. They further stated that HOSTI is a very attractive industry even though family and friends do not regard it as a professional career. The research recommended few strategies that employer’s may use to enhance the HOSTI brand image. Recommendations included that frequent auditing of employees qualifications and skills level should be an ongoing process. In addition, employers should change all negative attributes towards the industry. The research also recommended further research should employ a larger sample and other institutions.