EMPLOYER BRAND AS A KEY MANAGERIAL TOOL FOR ACHIEVING SUCCESS OF THE TOURIST COMPANY
EMPLOYER BRAND AS A KEY MANAGERIAL TOOL FOR ACHIEVING SUCCESS OF THE TOURIST COMPANY

Author(s): Jelena Vemić Đurković, Bela Muhi, Ivica Nikolić
Subject(s): Economy, Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Employer brand;tourist organization;competition advantage;human resources;
Summary/Abstract: Having in mind the complexity of the tourism business, the specific characteristics of theemployees in this domain, and the practice of managing them, the goal of this paper is to establish theemployer brand as one of the efficient managerial tools for overcoming the problem of attracting andkeeping employees in tourist companies. Taking into account the insufficient research regarding thisissue in our practice, the intention of this paper is to clearly highlight this issue and show how greatlyimportant it is for improving success of tourist companies.

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