Identifying and analyzing the mediating mechanisms explaining the effect of employer brand on the tourism organizations employees intention to leave

Objective: The aim of this study is to investigate the effect of employer brand on employees’ intention to leave the service through the mediation of job attachment and organizational commitment variables.

Methodology: In this study, the data collection tool is a questionnaire. This is a cross-sectional study. The statistical population of this study is all employees of tourism organizations in Tehran, whose number is estimated to be unlimited. The sample size was 353 people and they were selected by simple random sampling method. Structural equation modeling and SPSS and PLS software were used to analyze the data.

Findings: The results show that strengthening the employer brand can affect the intention to leave the service of employees of tourism organizations through the mediation of job attachment and organizational commitment variables. Also, job attachment and organizational commitment have reverse effects on employees’ intention to leave the service. In addition, strengthening the employer brand alone can lead to a decrease in employees' intention to leave the service. Another finding of this study is that job attachment and organizational commitment, as two important job attitudes of employees, mediate the relationship between employer brand and employees' intention to leave the service.

Conclusion and Suggestions: All hypotheses were confirmed and suggestions were made based on these hypotheses. It is suggested that in areas active in the tourism industry, managers should appreciate employees with high job experience because these employees are very effective in strengthening the employer brand and the presence of these employees can create a sense of job security for employees with less experience. Specialized training should be held in line with the work that employees do, which can greatly help employees to do their jobs properly and, as a result, ensure employee retention and retention. By applying these items, a strong employer brand can be created in the tourism industry, which makes employees in this field unwilling to leave.

Innovation and Originality: Given the importance of employee turnover intentions in the tourism industry, as well as the impact of employer brand, job attachment, and organizational commitment on business activity, little research has been conducted in this field from the perspective of activists and owners of these types of businesses. Therefore, the results of the present study can be useful for active tourism organizations from an applied perspective.