engleski

Generation Y employee retention in seasonal hotels - concept and measurement Concept and Measurement

Purpose – The hospitality industry is a business area characterised by high turnover rates related to seasonality. Therefore, practitioners and researchers in hospitality have focused on developing the practices designed to prevent the employees from leaving a job. Furthermore, as the new generation of employees (Generation Y - Gen Y) enters the hospitality workforce, there is a growing need to adopt the management strategies to successfully recruit, select, train and motivate them to achieve organisational goals. The previous studies have observed that internal marketing practices (attracting, developing, motivating, and retaining qualified employees) creates a good working environment, which brings employee satisfaction and loyalty (Barry, 1981, Kale, 2010). Therefore, this study aims to conduct a comprehensive review of the literature on Gen Y at the workplace, how to retain them for longer time in seasonal hotel and which internal marketing activities are attractive for them. Methodology – desk research method was used for gathering data for this study, together with the existing literature on Generation Y employee retention and on the management of the internal market activities. The content analysis was used to display the development and explanation of the current stance on the research terms, while the descriptive method was used to demonstrate the specifics of the individual terms of the research conducted so far. Findings – The findings suggest that the implementation of the internal marketing activities could be efficient in managing Generation Y employees in seasonal hotels. Originality of the research – The paper provides a useful review of the appropriate literature related to Generation Y employee, employee retention and internal marketing activities in seasonal hotel. The conceptual model created in this paper is an assumption how to successfully retain Generation Y employees in the seasonal hotel.

Generation Y ; employee retention ; internal marketing ; seasonal hotel ; content analysis

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