A Preliminary Study on Ethics and Sustainability in Hospitality Employer Branding

Abstract

Tourism is currently one of the main sectors of profit for the worldwide economy. The new segments of ethical and sustainable tourists increasingly seek to obtain unique and sustainable experiences during their trip and stay, thus creating a greater connection with the destination, acquiring cultural and personal enrichment, and thus having a greener consumption. This pre-liminary research aims to explore ethics and sustainability in employer branding applied in the hotel industry, in which it is intended to correlate these very current and little explored themes. From an interdisciplinary perspective, the chapter presents insights for tourism marketing and organizational management (i.e. ethics and employer branding). Findings and practical implications for management are presented.