The recent study conducted by the University of Surrey has brought to light the advantages that hiring people with disabilities (PWD) offers to the hospitality industry, particularly in enhancing guest perceptions and fostering repeat business. This pivotal research, published in the International Journal of Hospitality Management, delves into the direct correlation between the employment of disabled individuals in hotels and the increase in guest recommendations and return visits. The study significantly challenges the entrenched misconceptions surrounding the employment of PWD within the hospitality sector, highlighting that embracing inclusivity not only upholds social responsibility but also bolsters business outcomes.
Dr Bora Kim, the lead researcher and a Senior Lecturer in Hospitality Management at the University of Surrey, emphasised the strategic benefits of inclusive hiring practices. According to Dr. Kim, employing disabled individuals goes beyond ethical employment practices; it represents a progressive business strategy that can catalyse broader corporate success. The research outlined the “positive ripple effects” of inclusivity, with guests more inclined to support and promote hotels committed to diverse hiring practices. This drives business growth and enhances the hotel’s reputation as a socially responsible entity.
The study’s methodology involved two meticulously designed experiments with 1,443 participants across the UK. These participants were split into two groups; one evaluated a hotel employing PWD, while the other reviewed a hotel that did not. The findings revealed that hotels practising inclusive hiring were perceived as more socially responsible, significantly influencing guest behaviour. Guests were not only more likely to recommend these hotels but were also more inclined to revisit them. This increased loyalty stems from recognising the hotel’s ethical practices and the moral obligation guests feel to support such businesses.
Moreover, the research demonstrated that guests’ ethical decision-making significantly mediates the relationship between PWD employment and consumer behavioural intentions. As guests recognise the moral implications of their choices, they feel a heightened responsibility to endorse businesses that support inclusivity, which translates into increased recommendations and repeat visits. Notably, the study found that the positive impact of employing PWD is consistent across various hotel types and star ratings, indicating that the perceived value of inclusive hiring transcends different brands and levels of service.
Dr Erin Chao Ling, a co-author of the study and a Lecturer in Artificial Intelligence and the Future of Work, highlighted the broader implications of their findings. The positive influence of employing disabled individuals on consumer perceptions extends beyond the hospitality industry, urging businesses across all sectors to reconsider their hiring strategies. By fostering a more inclusive workforce, companies can cultivate a loyal customer base that values and supports social responsibility.
The study’s alignment with the United Nations’ Sustainable Development Goals, especially Goal 8, which advocates for inclusive and sustainable economic growth, underscores the importance of inclusive employment practices. Dr. Kim further argued that in the face of ongoing challenges in attracting and retaining talent, integrating disabled individuals into the workforce addresses immediate employment needs and promotes significant economic growth and community impact.
In conclusion, this research not only illuminates the beneficial business impacts of employing people with disabilities in the hospitality industry but also serves as a call to action for all sectors to embrace diversity and inclusivity in their employment practices. This not only ensures a fairer work environment but also enhances business outcomes by aligning company practices with the values of social responsibility and ethical conduct.
More information: Bora Kim et al, Effects of disability employment on guest perceptions and behavioral intentions in the hotel sector, International Journal of Hospitality Management. DOI: 10.1016/j.ijhm.2024.103993
Journal information: International Journal of Hospitality Management Provided by University of Surrey