Employee engagement in boutique hotel brand value co-creation: An empirical study in Vietnam

Nguyen, L, Lu, V, Tran, T and Nguyen, T 2018, 'Employee engagement in boutique hotel brand value co-creation: An empirical study in Vietnam', in Dogan Gursoy, Siripan Deesilatham, and Pairach Piboonrungroj (ed.) Proceedings 8th Advances in Hospitality and Tourism Marketing and Management (AHTMM 2018), Bangkok, Thailand, 25-29 June 2018, pp. 76-82.


Document type: Conference Paper
Collection: Conference Papers

Title Employee engagement in boutique hotel brand value co-creation: An empirical study in Vietnam
Author(s) Nguyen, L
Lu, V
Tran, T
Nguyen, T
Year 2018
Conference name AHTMM 2018
Conference location Bangkok, Thailand
Conference dates 25-29 June 2018
Proceedings title Proceedings 8th Advances in Hospitality and Tourism Marketing and Management (AHTMM 2018)
Editor(s) Dogan Gursoy, Siripan Deesilatham, and Pairach Piboonrungroj
Publisher Washington State University
Place of publication United States
Start page 76
End page 82
Total pages 7
Abstract While employee engagement is known as an important driver of business performance, very few studies identify context-specific manifestations of employee engagement in boutique hotel industry. Drawing on the service-dominant logic and dual process theory, this study investigates both experiential and rational factors driving employee engagement in service brand value co-creation. Data collected from 570 employees working in boutique hotels showed that internal brand training, external brand communication on social media, and transformational leadership drive employee perceived service climate which, in turn, triggers employee engagement in brand value co-creation. Further, the relationships are moderated by organizational tenure.
Subjects Marketing Communications
Tourism Marketing
Keyword(s) employee engagement
value co-creation
internal branding
social media communication
service climate
transformational leadership
ISBN 9780996424431
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