Abstract

The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderating role of perceived organizational support in this relationship. The research was conducted on the employees of 5-star hotels in Manavgat, one of the most popular tourist destinations in Turkey. Data were collected between June and October 2023. The hypothetical model was developed based on the results obtained and was tested using the AMOS program (IBM SPSS AMOS 22). Accordingly, the Process macro (model 1) was found to be the most appropriate model for determining moderating effects. The results of this study revealed a positive relationship between the economic, social, development, and application dimensions of employer brand attractiveness and organizational commitment. On the other hand, it was concluded that interest value did not have a statistically significant effect on organizational commitment. Moreover, it was also determined in the results of this study that perceived organizational support has a moderating role in the relationship between employer brand attractiveness dimensions and organizational commitment. It is believed that the research findings concerning the relationships between the variables and the moderating effect of perceived organizational support will contribute to filling a gap in the relevant literature. In light of the findings, a number of theoretical and practical implications have been presented for tourism and hospitality organizations and academicians on sustainable human resource management.

Introduction

The gradual deterioration of the natural environment caused by human activity has led to the necessity of proposing the concept of sustainable development. Consequently, the safeguarding of the natural environment and resources for the benefit of future generations has become a global obligation [1]. In addition, contemporary businesses are developing novel management strategies in response to the global imperative [2]. The concept of sustainable development is not limited to economic considerations but encompasses social and ecological aspects as well [3]. The application of the concept of sustainable development at the business level necessitates an understanding of the social and ecological contributions of business processes while seeking to meet the expectations of all stakeholders. This encompasses the financial expectations of owners and shareholders and the security and stability needs of employees and other groups that interact with the business [4]. The most crucial aspect of sustainable enterprise development is the identification of the optimal human resources [5]. It can be observed that the enhancement of the social and environmental efficacy of enterprises is contingent upon the role of the human factor. The implementation of environmentally oriented policies and procedures can be effectively carried out by individuals who possess a positive attitude towards the environment, possess the requisite competencies and knowledge to understand and address ecological issues, and are aware of the potential consequences of their actions on the environment. In this context, there are a number of advantages to be gained by businesses that adopt sustainable human resources practices in their personnel selection procedures [6].

Conclusions

In the tourism sector, which is a labor-intensive sector, it is quite important to create brand attractiveness and the desire of employees to continue working in the organization. An employee who is loyal to the company he/she serves will significantly lower the employee turnover rate. In the present study, considering these aspects, the relationship between employer brand attractiveness, continuance commitment, and perceived organizational support has been determined. The effects of economic value, social value, development value, interest value, and application value, which are the sub-dimensions of employer brand attractiveness, on continuance commitment were analyzed. The concept of organizational support suggests that when employees feel supported by the organization, their behaviors tend to benefit the company. Employer Branding is an important tool within the talent management process. In this context, this study has investigated the potential moderating role of perceived organizational support in the relationship between the sub-dimensions of employer brand attractiveness and continuance commitment. A model has been developed and evaluated based on these obtained data.

After examining the effect of employer brand attractiveness sub-dimensions on organizational commitment, it was found that the sub-dimensions of employer brand attractiveness, including economic value, social value, developmental value, and application value, affect organizational commitment. It is well known that employer brand value affects the variables of job satisfaction, organizational loyalty, behavioral intention, branding in tourism, and affective organization commitment, and this study has confirmed its effect on continuance commitment. An important finding of this study is that the benefit value does not influence continuance commitment.