Employing Individuals with Disabilities Enhances Hotel Guest Experience and Perceptions
Author: University of Surrey
Published: 2024/12/11
Publication Type: Observational Study
Peer-Reviewed: Yes
Topic: Disability Employment - Publications List
Page Content: Synopsis Introduction Main
Synopsis: Effects of disability employment on guest perceptions and behavioral intentions in the hotel sector.
Why it matters: This article provides groundbreaking insights into the positive impact of employing people with disabilities (PWD) in the hospitality industry. It challenges prevailing misconceptions and demonstrates that inclusive hiring practices not only fulfill social responsibility but also yield tangible business benefits. The study's findings reveal that hotels employing PWD are perceived as more socially responsible, leading to increased customer loyalty, positive word-of-mouth recommendations, and higher repurchase intentions. This research is particularly significant as it provides empirical evidence supporting the business case for diversity and inclusion, potentially influencing hiring practices across various industries. By aligning with the UN's Sustainable Development Goals and addressing the disability employment gap, the study offers a compelling argument for businesses to reconsider their approach to inclusive employment, presenting it as both an ethical imperative and a strategic advantage in today's competitive market - Disabled World (DW).
Introduction
Employing people with disabilities (PWD) in hotels not only enhances social responsibility but also significantly boosts customer intentions to recommend and revisit hotels, according to a new study from the University of Surrey. This pivotal study challenges long-standing misconceptions about hiring PWD in the hospitality industry and demonstrates that inclusivity can also benefit business outcomes.
Main Item
The study, published in the International Journal of Hospitality Management, analyzed the impact of PWD employment on consumer behavioral intentions, focusing on word-of-mouth recommendations and repurchase likelihood. The study found that guests are more willing to recommend and revisit hotels that demonstrated a commitment to inclusive hiring practices.
Currently, the UK has a disability employment gap (the difference in the employment rate of disabled people and people who are not disabled) which needs tackling: in the first quarter of 2023, the gap was 29%*.
Dr Bora Kim, lead author of the study and Senior Lecturer in Hospitality Management at the University of Surrey, said:
"Hiring people with disabilities is not just the right thing to do; it's a forward-thinking business strategy."
"Our research highlights the positive ripple effects of inclusivity-guests are not only more likely to support hotels that employ people with disabilities, but they also spread the word about their experience and the hotel's initiatives, ultimately driving business growth."
The researchers conducted two carefully designed experiments involving 1,443 participants in the UK, using a combination of online surveys and controlled mock-up hotel scenarios. Participants were divided into two groups - one group was shown a hotel that employed PWD, while the other group evaluated a hotel without.
Key findings indicate that guests perceive hotels that employ PWD as more socially responsible and it's morally right thing to support such businesses, leading to increased positive word-of-mouth communication and repurchase intention.
Specifically, the research revealed that the moral decision-making process significantly mediates the relationship between PWD employment and guest behavioral intentions. As guests recognize the ethical implications of their choices, they feel a greater sense of obligation to support these businesses, translating into higher rates of recommendations and repeat bookings.
Interestingly, the study also found that the positive effects of PWD employment on guest behavior remain consistent across different hotel types and star ratings. This suggests that the perceived value of inclusive hiring practices is universally acknowledged, regardless of the hotel's brand or service level.
Dr Erin Chao Ling, Lecturer in Artificial Intelligence and the Future of Work, and co-author of the study, said:
"Our findings and their implications of our research extend beyond the hospitality sector. By demonstrating that employing people with disabilities can positively influence consumer perceptions and behaviors, the findings urge businesses across various industries to reconsider their hiring practices. Embracing diversity not only fosters a more inclusive workplace but also cultivates a loyal customer base that values social responsibility."
An important aspect of this study is its alignment with the United Nations' Sustainable Development Goals, particularly Goal 8, which advocates for inclusive and sustainable economic growth.
Dr Bora Kim continued:
"As businesses face ongoing challenges in attracting and retaining talent, embracing the employment of people with disabilities offers not just an opportunity to address workforce needs but also a way to drive meaningful growth and foster a lasting community impact."
* Powell, A. (2024). People with Disabilities in Employment. Commons Library, [online] 7540.
Attribution/Source(s):
This peer reviewed publication was selected for publishing by the editors of Disabled World (DW) due to its significant relevance to the disability community. Originally authored by University of Surrey, and published on 2024/12/11, the content may have been edited for style, clarity, or brevity. For further details or clarifications, University of Surrey can be contacted at surrey.ac.uk. NOTE: Disabled World does not provide any warranties or endorsements related to this article.