THE FUTURE OF HR IN HOSPITALITY: TECHNOLOGY-DRIVEN HRM PRACTICES
Ključne reči:
Hotel, Zaposleni, Upravljanje ljudskim resursima, Produktivnost, Inovacije
Sažetak
Upravljanje ljudskim resursima igra ključnu ulogu u kreiranju i sprovođenju strategija za privlačenje, zadržavanje i motivisanje zaposlenih u veoma konkurentnoj hotelskoj industriji. S obzirom na izazove na tržištu, kao što su visoke stope fluktuacije i nedostatak kvalifikovane radne snage, neophodno je primeniti kreativne strategije kako bi se povećalo angažovanje i produktivnost zaposlenih.
Strategije upravljanja ljudskim resursima koje se oslanjaju na tehnologiju – uključujući regrutaciju uz pomoć veštačke inteligencije, gamifikovanu obuku, prediktivnu analitiku i digitalne alate za dobrobit zaposlenih – transformišu upravljanje radnom snagom kroz optimizaciju procesa zapošljavanja, povećanja stope zadržavanja zaposlenih i razvoj karijere.
Uključivanje virtuelne stvarnosti (VR) u proces uvođenja novih zaposlenih u kolektiv i praćenje učinka uz pomoć veštačke inteligencije poboljšavaju efikasnost obuke, dok prediktivna analitika omogućava menadžerima ljudskih resursa da prepoznaju zaposlene koji bi mogli napustiti kompaniju i sprovedu ciljane strategije zadržavanja istih. Ipak, pored ovih prednosti, neophodno je suočiti se sa izazovima poput zaštite privatnosti podataka, otpora zaposlenih prema digitalnim rešenjima i visokih troškova ulaganja.
Kombinacijom tehnologije zasnovane na podacima i pristupa usmerenog na ljude, hoteli mogu osigurati dugoročan uspeh u dinamičnom poslovnom okruženju, povećati produktivnost zaposlenih i poboljšati zadovoljstvo gostiju.
Reference
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21. Gruman, J. A., & Saks, A. M. (2011). Performance management and employee engagement. Human Resource Management Review, 21(2), 123–136. https://doi.org/10.1016/j.hrmr.2010.09.004
22. Hein, I., Cecil, J., & Lermer, E. (2024). Acceptance and motivational effect of AI-driven feedback in the workplace: An experimental study with direct replication. Frontiers in Organizational Psychology, 2, 1468907. https://doi.org/10.31219/osf.io/uczaw
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27. Jiang, K., Lepak, D. P., Hu, J., & Baer, J. C. (2012). How does human resource management influence organizational outcomes? A meta-analytic investigation of Mediating Mechanisms. Academy of Management Journal, 55(6), 1264–1294. https://doi.org/10.5465/amj.2011.0088
28. Kim, J. (Sunny), & Kizildag, M. (2011). M‐Learning: Next generation hotel training system. Journal of Hospitality and Tourism Technology, 2(1), 6–33. https://doi.org/10.1108/17579881111112395
29. Kim, S., Choi, S. B., & Lee, J. (2021). Corporate social responsibility and job satisfaction: The role of organizational commitment. International Journal of Hospitality Management, 94, 102892. https://doi.org/10.1016/j.ijhm.2021.102892
30. Kim, S.-Y., Shin, B.-S., & Choi, H. (2019). Virtual reality based education with mobile device platform. Mobile Information Systems, 2019, 1–1. https://doi.org/10.1155/2019/6971319
31. Kleefstra, A., Altan, M., & Stoffers, J. (2020). Workplace learning and organisational performance in the Hospitality Industry. International Hospitality Review, 34(2), 173–186. https://doi.org/10.1108/ihr-12-2019-0025
32. Kshetri, N. (2018). 1 Blockchain's roles in meeting key supply chain management objectives. International Journal of information management, 39, 80-89. https://doi.org/10.1016/j.ijinfomgt.2017.12.005.
33. Leung, X., Lyu, J., & Bai, B. (2020). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88, 102391. https://doi.org/10.1016/j.ijhm.2019.102391.
34. Marler, J. H., & Fisher, S. L. (2013). An evidence-based review of e-HRM and strategic human resource management. Human resource management review, 23(1), 18-36. https://doi.org/10.1016/j.hrmr.2012.06.002
35. Milman, A. (2003). Hourly employee retention in small and medium attractions: The Central Florida example. International Journal of Hospitality Management, 22(1), 17–35. https://doi.org/10.1016/s0278-4319(02)00033-6
36. Murphy, K., Torres, E., Ingram, W., & Hutchinson, J. (2018). A review of high-performance work practices (HPWPs) literature and recommendations for future research in the hospitality industry. International Journal of Contemporary Hospitality Management, 30(1), 365-388. https://doi.org/10.1108/IJCHM-05-2016-0243
37. Nazareno, L., & Schiff, D. S. (2021). The impact of automation and artificial intelligence on worker well-being. Technology in Society, 67, 101679. https://doi.org/10.1016/j.techsoc.2021.101679
38. Poulston, J. (2008). Hospitality workplace problems and poor training: A close relationship. International Journal of Contemporary Hospitality Management, 20(4), 412–427. https://doi.org/10.1108/09596110810873525
39. Salama, W., Abdou, A. H., Mohamed, S. A., & Shehata, H. S. (2022). Impact of work stress and Job Burnout on turnover intentions among Hotel Employees. International Journal of Environmental Research and Public Health, 19(15), 9724. https://doi.org/10.3390/ijerph19159724
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42. Sivathanu, B., & Pillai, R. (2018). Smart HR 4.0 – how industry 4.0 is disrupting HR. Human Resource Management International Digest, 26(4), 7–11. https://doi.org/10.1108/hrmid-04-2018-0059
43. Stefanic, D. (2024, July 13). Virtual reality in onboarding: 5 innovative use cases. Hyperspacemv - the metaverse for business platform. https://hyperspace.mv/virtual-reality-onboarding-experiences
44. Stone, D. L., Deadrick, D. L., Lukaszewski, K. M., & Johnson, R. (2015). The influence of technology on the future of Human Resource Management. Human Resource Management Review, 25(2), 216–231. https://doi.org/10.1016/j.hrmr.2015.01.002
45. STR (2024, June 3). STR, TE downgrade U.S. Hotel forecast. Smith Travel Research. https://str.com/press-release/str-te-downgrade-us-hotel-forecast-0
46. TorstenFell. (2025, February 5) How is Hilton using VR to improve staff training?. Immersive Learning News. https://www.immersivelearning.news/2025/02/05/how-is-hilton-using-vr-to-improve-staff-training/
47. Tracey, J. B., & Hinkin, T. R. (2008). Contextual factors and cost profiles associated with employee turnover. Cornell Hospitality Quarterly, 49(1), 12–27. https://doi.org/10.1177/0010880407310191
48. Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., & Trichina, E. (2023). Artificial Intelligence, robotics, Advanced Technologies and Human Resource Management: A systematic review. Artificial Intelligence and International HRM, 172–201. https://doi.org/10.4324/9781003377085-7
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2. Albrecht, S. L., Bakker, A. B., Gruman, J. A., Macey, W. H., & Saks, A. M. (2015). Employee engagement, human resource management practices and competitive advantage: An integrated approach. Journal of organizational effectiveness: People and performance, 2(1), 7-35. https://doi.org/10.1108/JOEPP-08-2014-0042
3. Basnet, S. (2024). The Impact of AI-Driven Predictive Analytics on Employee Retention Strategies. International Journal of Research and Review. https://doi.org/10.52403/ijrr.20240906.
4. Baum, T., Mooney, S., Robinson, R., & Solnet, D. (2020). COVID-19’s impact on the hospitality workforce – new crisis or amplification of the norm?. International Journal of Contemporary Hospitality Management, 32, 2813-2829. https://doi.org/10.1108/ijchm-04-2020-0314
5. Biel, D., & Reynolds, D. (2007). Incorporating satisfaction measures into a restaurant productivity index. International Journal of Hospitality Management, 26, 352-361. https://doi.org/10.1016/J.IJHM.2006.01.003.
6. Birtek, A., Colak, O., Gulbahar, O., & Sarac, O. (2022). The importance of gamification on motivation of hotel employees. Journal of Mediterranean Tourism Research, 2(1), 75-83. https://doi.org/10.5038/2770-7555.2.1.1015
7. Bondarouk, T., Harms, R., & Lepak, D. (2017). Does e-HRM lead to better HRM service?. The International Journal of Human Resource Management, 28, 1332 - 1362. https://doi.org/10.1080/09585192.2015.1118139.
8. Caccavale, J. (2023, April 27). Technology’s impact on Recruitment & Selection: Pros & Cons. Technology’s Impact on Recruitment & Selection: Pros & Cons. https://www.beapplied.com/post/how-does-recruitment-software-technology-affect-recruitment-and-selection
9. Chen, Y.-C., Wang, W.-C., & Chu, Y.-C. (2011). A case study on the Business Performance Management of Hilton Hotels Corporation. International Business Research, 4(2). https://doi.org/10.5539/ibr.v4n2p213
10. Codling, S., Pinnock, J., Barrett, E., Gayle, S., Stephenson, N., Sibblies, N., & Sinclair-Maragh, G. (2022). Factors contributing to staff turnover in the hotel industry: A literature review. Business, Management and Economics. https://doi.org/10.5772/intechopen.107025
11. Croissy, M. (2023, June 14). How HR Technology Trends Are Impacting the Hospitality Industry. https://employers.hosco.com/blog/how-hr-technology-trends-are-impacting-the-hospitality-industry
12. Dahlsrud, A. (2021). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1-13. https://doi.org/10.1002/csr.1322
13. Davidson, M., & Wang, Y. (2011). Sustainable Labor Practices? Hotel Human Resource Managers Views on Turnover and Skill Shortages. Journal of Human Resources in Hospitality & Tourism, 10, 235 - 253. https://doi.org/10.1080/15332845.2011.555731.
14. Deery, M., & Jago, L. (2009). A framework for work-life balance practices: Addressing the needs of the tourism industry. Tourism and Hospitality Research, 9(2), 97–108. https://doi.org/10.1057/thr.2009.4
15. Fan, A. (2011). Women's work-life balance in the hospitality industry: Examining its impact on organizational commitment. Frontiers in Psychology. https://www.frontiersin.org
16. Filimonau, V., Derqui, B., & Matute, J. (2020). The COVID-19 pandemic and organisational commitment of senior hotel managers. International Journal of Hospitality Management, 91, 102659 - 102659. https://doi.org/10.1016/j.ijhm.2020.102659.
17. Garrow, V., & Hirsh, W. (2008). Talent management: Issues of focus and fit. Public Personnel Management, 37(4), 389–402. https://doi.org/10.1177/009102600803700402
18. Ghani, B., Zada, M., Memon, K. R., Ullah, R., Khattak, A., Han, H., Ariza-Montes, A., & Araya-Castillo, L. (2022). Challenges and strategies for employee retention in the Hospitality Industry: A Review. Sustainability, 14(5), 2885. https://doi.org/10.3390/su14052885
19. Gilfedder, G. (2023, February 28). Hotels use virtual reality training for out-of-this-world-results. Heart of the House Hospitality. https://www.heartofthehouse.com/virtual-reality-training-hotels/
20. Gragnano, A., Simbula, S., & Miglioretti, M. (2020). Work–Life Balance: Weighing the Importance of Work–Family and Work–Health Balance. International Journal of Environmental Research and Public Health, 17(3), 907. https://doi.org/10.3390/ijerph17030907
21. Gruman, J. A., & Saks, A. M. (2011). Performance management and employee engagement. Human Resource Management Review, 21(2), 123–136. https://doi.org/10.1016/j.hrmr.2010.09.004
22. Hein, I., Cecil, J., & Lermer, E. (2024). Acceptance and motivational effect of AI-driven feedback in the workplace: An experimental study with direct replication. Frontiers in Organizational Psychology, 2, 1468907. https://doi.org/10.31219/osf.io/uczaw
23. Hesse, D., Craig, S., Manchanda, N., & Young, B. (2025, January 22). Marriott Reimagines associate experience with HR transformation. Accenture. https://www.accenture.com/us-en/case-studies/travel/marriott-hr-transformation
24. Hjalager, A., & Andersen, S. (2001). Tourism Employment: Contingent work or professional career? Employee Relations, 23(2), 115–129. https://doi.org/10.1108/01425450110384165
25. Howard, M., & Zandt, E. (2021). A meta-analysis of the virtual reality problem: Unequal effects of virtual reality sickness across individual differences. Virtual Reality, 25, 1221 - 1246. https://doi.org/10.1007/s10055-021-00524-3.
26. Ivanov, S. H., & Webster, C. (2017). Adoption of robots, artificial intelligence and service automation by travel, tourism and hospitality companies–a cost-benefit analysis. Artificial Intelligence and Service Automation by Travel, Tourism and Hospitality Companies–A Cost-Benefit Analysis.
27. Jiang, K., Lepak, D. P., Hu, J., & Baer, J. C. (2012). How does human resource management influence organizational outcomes? A meta-analytic investigation of Mediating Mechanisms. Academy of Management Journal, 55(6), 1264–1294. https://doi.org/10.5465/amj.2011.0088
28. Kim, J. (Sunny), & Kizildag, M. (2011). M‐Learning: Next generation hotel training system. Journal of Hospitality and Tourism Technology, 2(1), 6–33. https://doi.org/10.1108/17579881111112395
29. Kim, S., Choi, S. B., & Lee, J. (2021). Corporate social responsibility and job satisfaction: The role of organizational commitment. International Journal of Hospitality Management, 94, 102892. https://doi.org/10.1016/j.ijhm.2021.102892
30. Kim, S.-Y., Shin, B.-S., & Choi, H. (2019). Virtual reality based education with mobile device platform. Mobile Information Systems, 2019, 1–1. https://doi.org/10.1155/2019/6971319
31. Kleefstra, A., Altan, M., & Stoffers, J. (2020). Workplace learning and organisational performance in the Hospitality Industry. International Hospitality Review, 34(2), 173–186. https://doi.org/10.1108/ihr-12-2019-0025
32. Kshetri, N. (2018). 1 Blockchain's roles in meeting key supply chain management objectives. International Journal of information management, 39, 80-89. https://doi.org/10.1016/j.ijinfomgt.2017.12.005.
33. Leung, X., Lyu, J., & Bai, B. (2020). A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry. International Journal of Hospitality Management, 88, 102391. https://doi.org/10.1016/j.ijhm.2019.102391.
34. Marler, J. H., & Fisher, S. L. (2013). An evidence-based review of e-HRM and strategic human resource management. Human resource management review, 23(1), 18-36. https://doi.org/10.1016/j.hrmr.2012.06.002
35. Milman, A. (2003). Hourly employee retention in small and medium attractions: The Central Florida example. International Journal of Hospitality Management, 22(1), 17–35. https://doi.org/10.1016/s0278-4319(02)00033-6
36. Murphy, K., Torres, E., Ingram, W., & Hutchinson, J. (2018). A review of high-performance work practices (HPWPs) literature and recommendations for future research in the hospitality industry. International Journal of Contemporary Hospitality Management, 30(1), 365-388. https://doi.org/10.1108/IJCHM-05-2016-0243
37. Nazareno, L., & Schiff, D. S. (2021). The impact of automation and artificial intelligence on worker well-being. Technology in Society, 67, 101679. https://doi.org/10.1016/j.techsoc.2021.101679
38. Poulston, J. (2008). Hospitality workplace problems and poor training: A close relationship. International Journal of Contemporary Hospitality Management, 20(4), 412–427. https://doi.org/10.1108/09596110810873525
39. Salama, W., Abdou, A. H., Mohamed, S. A., & Shehata, H. S. (2022). Impact of work stress and Job Burnout on turnover intentions among Hotel Employees. International Journal of Environmental Research and Public Health, 19(15), 9724. https://doi.org/10.3390/ijerph19159724
40. SHRM (2025) Why companies are making VR/AR job training central to 2025 strategy. Welcome to SHRM. (n.d.). https://www.shrm.org/labs/resources/companies-making-vr-ar-job-training-central-to-strategy
41. Simpao, K. J. (2018). Labour productivity measurement and control standards for Hotel. Journal of Service Science Research, 10(1), 25–76. https://doi.org/10.1007/s12927-018-0002-1
42. Sivathanu, B., & Pillai, R. (2018). Smart HR 4.0 – how industry 4.0 is disrupting HR. Human Resource Management International Digest, 26(4), 7–11. https://doi.org/10.1108/hrmid-04-2018-0059
43. Stefanic, D. (2024, July 13). Virtual reality in onboarding: 5 innovative use cases. Hyperspacemv - the metaverse for business platform. https://hyperspace.mv/virtual-reality-onboarding-experiences
44. Stone, D. L., Deadrick, D. L., Lukaszewski, K. M., & Johnson, R. (2015). The influence of technology on the future of Human Resource Management. Human Resource Management Review, 25(2), 216–231. https://doi.org/10.1016/j.hrmr.2015.01.002
45. STR (2024, June 3). STR, TE downgrade U.S. Hotel forecast. Smith Travel Research. https://str.com/press-release/str-te-downgrade-us-hotel-forecast-0
46. TorstenFell. (2025, February 5) How is Hilton using VR to improve staff training?. Immersive Learning News. https://www.immersivelearning.news/2025/02/05/how-is-hilton-using-vr-to-improve-staff-training/
47. Tracey, J. B., & Hinkin, T. R. (2008). Contextual factors and cost profiles associated with employee turnover. Cornell Hospitality Quarterly, 49(1), 12–27. https://doi.org/10.1177/0010880407310191
48. Vrontis, D., Christofi, M., Pereira, V., Tarba, S., Makrides, A., & Trichina, E. (2023). Artificial Intelligence, robotics, Advanced Technologies and Human Resource Management: A systematic review. Artificial Intelligence and International HRM, 172–201. https://doi.org/10.4324/9781003377085-7
49. Zaytsev, A. (2024, July 8). Case study: How Marriott leverages AI for Digital Innovation - Aix: Ai expert network. AIX | AI Expert Network. https://aiexpert.network/marriott-ai/z
50. Zhang, J.-X. (2022). Research on impact of Economy Hotel Service Quality on customer satisfaction and customer loyalty. International Journal of Business Studies and Innovation, 2(1), 31–38. https://doi.org/10.35745/ijbsi2022v02.01.0003
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2025/10/14
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Originalni naučni članak
