호텔 브랜드 이미지가 직원에게도 중요한가? - MZ세대 직원의 조직기반 자아존중감과 직업적 태도에 미치는 영향 -

Abstract

Retaining talented MZ generation employees is a critical challenge for the competitive hotel industry. This study aims to investigate the psychological mechanism through which hotel brand image influences the turnover intention of MZ generation employees. Drawing on Social Identity Theory, we propose and test a sequential mediation model where organization-based self-esteem (OBSE) and job satisfaction act as mediators in this relationship. Survey data were collected from 377 MZ generation employees working in hotels across metropolitan and major tourist regions in South Korea. The proposed hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that hotel brand image has a significant negative direct effect on turnover intention. Furthermore, the analysis confirmed the mediating roles of OBSE and job satisfaction. Specifically, the hypothesized sequential mediation path from hotel brand image to OBSE, then to job satisfaction, and finally to turnover intention was found to be statistically significant. The findings indicated a partial mediation, suggesting that brand image influences turnover intention through both this indirect psychological pathway and a direct effect. This study contributes to the literature by integrating a marketing concept (brand image) with human resource outcomes (turnover intention) through a sophisticated psychological process. The findings provide practical insights for hotel managers, highlighting the importance of strategic internal branding to enhance employees' self-esteem and job satisfaction, thereby reducing turnover.