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Tourism employment is very diverse ranging from precarious, exploitative study to high-quality workplaces. However, poor employment images dominate the tourism industry, which makes attracting employees difficult. This study aims to examine the processes that lead to such image construction.

Using a qualitative methodology, the study develops a multilevel framing cycle comprising a media analysis of newspapers and magazines (macro-level), a conversation analysis of peer communication/negotiations (meso-level) and a content analysis of single employee/manager interviews (micro-level); and a comparative analysis of the macro-, meso- and micro-level findings.

The multilevel frame cycle identifies image-construction processes that pass through working conditions, payment, seasonality and human resource problems. These processes are shaped by the two cross-level dynamics of radicalization and attenuation. The latter consists of rationalized and repressed framings of tourism employment images (TEI) and the former consists of ideological and emotional framings.

Tourism stakeholders should support and participate in a pragmatic and open dialog to overcome the radicalization and attenuation of tourism employment. The key players require a new deal to end the “information warfare” on tourism employment, inaugurating a new era of collaborative and constructive employment relations.

This study develops a holistic and dynamic understanding of TEI by exploring how media products, peer groups and employees/managers jointly construct these images. It demonstrates how attenuation and radicalization shape poor employment images in tourism. It argues that these dynamics “lock in” the status-quo, create mutual recrimination between employers and employees and counteract common strategies that could otherwise improve employment structures and the image of tourism.