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Catherine Cheung and Tom Baum

The main purpose of this study is to explore the perspective of hotel employees on hotel brand internalization. Previous studies on hotel brand internalization were largely about employees’ behavior and customers’ perceptions. Relatively little is known about the stages or variables inherent in the brand internalization process. Developing a conceptual model to theoretically and realistically describe how hotel brand internalization takes place will further research in this area. In this study, a qualitative approach was used, involving in-depth interviews with 26 front-line employees from hotels with well-known brands to identify significant themes that drive the brand internalization process. Five key themes were derived from the qualitative data; a conceptual model and a measurement scale were then developed which contributed to an understanding of the basic conditions necessary for hotel brand internalization and hotel management.

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Shelagh Mooney and Tom Baum

This chapter addresses the need for a research agenda to achieve the goal of a sustainable hospitality and tourism workforce globally. Inhospitable working conditions, as well as the exploitation of vulnerable workers, prevail across different locations and contexts. Yet, research into these issues is ignored not only in the sustainable tourism debate, but in most areas of tourism development. This chapter adopts a selective, thematized approach to bridge the research gap. Significant areas examined in turn are critical hospitality studies, human resources management, peripheral and salient tourism workforce studies, labour geographies, diversity management in tourism and, finally, Indigenous tourism. Throughout, research into practices that foster a sustainable workforce are highlighted, drawing attention to the neglected needs of specific groups in the workforce, such as women, younger and older workers, migrants and people with disabilities. Finally, an agenda for change draws these strands together, identifying future research directions to create a sustainable hospitality and tourism workforce.