The Influence of Departmental Brand Image on Career Perceptions of Hospitality Aspirants: Career Advancement in the Housekeeping Sector
Year: 2024
Type: article
Study design: Observational Study
Abstract: Purpose: This research delved into understanding how career perceptions and the brand image of a department interact to influence students’ professional development. Thus, it attempts to provide insight into enhancing career growth and organizational effectiveness in the housekeeping department. Methodology: This is quantitative research, thus, convenient sampling is used to investigate 300 students perceptions. The conceptual framework is also used to communicate the perspectives of the aspirants. Results: The findings depict that career perceptions have a definite impact on the professional motivation and retention of jobs among hospitality aspirants. Establishing a departmental brand image influences the aspirants’ perspectives and boosts their commitment. The analysis yielded 5 factors and 18 sub-factors that elucidated factors that impact the students’ career choices. Implications: The study can be a vital tool that can be applied to recruitment strategies and career development through professional motivation. By fostering a riveting brand image, job retention can also be controlled. Value: The study confers a more comprehensive and exclusive outlook of the combined impact of professional development and has focused on a housekeeping department that is less studied in research and plays a credible role in the functioning of any hospitality establishment.
Authors: Priyanka Verma, Malini Singh, Neeraj Aggarwal
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405235246