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Diversity management strategies of global hotel groups: A corporate web site based exploration

Stefan Gröschl (ESSEC Business School, Cergy‐Pontoise, France)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 8 March 2011




The study aims to explore major internationally operating hotel groups and their corporate diversity statements. An understanding of these statements is critical for the analysis of workforce diversity actions, as they shape the policy framework and basis for any diversity management (DM) program or initiative.


The study applied a qualitative content analysis of corporate web sites. The analysis and evaluation of the data was not treated in statistical terms or in any quantifiable measures due to the study's rather exploratory and inductive nature. Moving away from traditional forms of validity and reliability, this study applied Denzin and Lincoln's authenticity criteria.


Most of the selected hotel companies with diversity management strategies and policies need to communicate their diversity management activities and actions more extensively and clearly via their corporate web sites to help support employee recruitment efforts, attraction of talents with different educational and cultural backgrounds, development of multiple (minority) supplier relations and corporate social responsibility (CSR) image, and accessibility into new markets.

Research limitations/implications

This study should be seen as a starting point with some of the arguments and conclusions to be reconfirmed with more case‐study based explorations of corporate DM policies and their translation into operational actions and programs.

Practical implications

Communicating in a more effective and structured way, corporate or operational diversity strategies and activities via corporate web sites will provide hotel organizations with a key sustainable competitive advantage in talent recruitment, CSR and market accessibility.


This study provides a starting point for better understanding corporate diversity management in the global hotel industry.



Gröschl, S. (2011), "Diversity management strategies of global hotel groups: A corporate web site based exploration", International Journal of Contemporary Hospitality Management, Vol. 23 No. 2, pp. 224-240.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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