How is employee performance affected by employer branding in tourism businesses? Mediation analysis

Purpose The study’s objective is to assess the impact of employer branding (EB) on person–job fit (PJF), work engagement (WE), internal communication (IC) and employee performance (EP) in tourism businesses. In addition, the study evaluated the mediating roles of PJF, WE and IC between EB and EP. Design/methodology/approach To gather data, the questionnaire was distributed to 1,024 employees in travel agencies and 746 questionnaires valid for statistical analysis were received. Findings The findings indicated the positive influence of EB on PJF, WE, IC and EP. These findings also revealed the positive effects of PJF, WE and IC on EP. The partial mediating functions of PJF, WE and IC in the nexus between EB and EP, and the mediating function of PJF in the nexus between EB and WE are highlighted. Practical implications General managers should invest in creating a strong EB that highlights the organization's core values, culture and unique features, such as personal development opportunities and a supportive environment. Originality/value This study presents and empirically examines an innovative theoretical model that thoroughly evaluates the effects EB, PJF, WE and IC on EP in the lens of Social Exchange Theory (SET).