3rd International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

EMPLOYER BRAND AS A KEY MANAGERIAL TOOL  FOR ACHIEVING SUCCESS OF THE TOURIST COMPANY

Jelena Vemić Đurković, Associate Professor
University Educons, Vojvode Putnika bb,   Sremska Kamenica,   Serbia
Bela Muhi, Associate Professor
University Educons, Vojvode Putnika bb,   Sremska Kamenica,   Serbia
Ivica Nikolić, Associate Professor
University Educons, Vojvode Putnika bb,   Sremska Kamenica,   Serbia
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DOI:   https://doi.org/10.31410/tmt.2018.159​

3rd International Thematic Monograph – Thematic Proceedings:  Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia;   ISBN 978-86-80194-14-1;   Editors:   Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract:  Having in mind the complexity of the tourism business, the specific characteristics of the
employees in this domain, and the practice of managing them, the goal of this paper is to establish the
employer brand as one of the efficient managerial tools for overcoming the problem of attracting and
keeping employees in tourist companies. Taking into account the insufficient research regarding this
issue in our practice, the intention of this paper is to clearly highlight this issue and show how greatly
important it is for improving success of tourist companies.

Keywords: Employer brand, tourist organization, competition advantage, human resources

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