How the hotel industry attracts Generation Z employees: An application of social capital theory

ABSTRACT

Post pandemic, the hotel industry is facing a significant labor shortage. This study investigates how the hotel industry attracts the Gen Z workforce through CSR activities during COVID-19. The study develops a framework based on social capital theory. A total of 407 online surveys were collected, and PLS-SEM was performed to test the proposed model. Results indicate that the person-organization fit increases cognitive trust and affective trust, subsequently affecting hotels’ organizational attractiveness. COVID-related knowledge only moderates the relationship between cognitive trust and organizational attractiveness. Moreover, affective trust is weighed heavier by Gen Zs who were currently unemployed, while cognitive trust exerts more influence on those who were currently employed. The study findings provide valuable insights and meaningful implications for hotel managers to attract and retain Gen Z talents.