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.
The study, published in the International Journal of Hospitality Management , analysed the impact of PWD employment on consumer behavioural 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 behavioural intentions. As guests recognise 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 behaviour 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 behaviours, 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."
