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Article
Publication date: 17 April 2023

Rola Mahasneh, Melanie Randle, Rob Gordon, Jennifer Algie and Sara Dolnicar

This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service…

2474

Abstract

Purpose

This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service providers. We also identify social marketing approaches that disability employment service providers consider to be most effective in increasing employer willingness to hire people with disability.

Design/methodology/approach

Using the framework of the theory of planned behavior, this study examines the association of attitude, subjective norms and perceived behavioral control with employer willingness to hire people with disability. The authors do this from the perspective of disability employment service providers, who are responsible for matching people with disability with suitable employment opportunities. The authors used a qualitative approach to data collection and conducted 30 in-depth interviews. Data analysis included deductive and inductive coding to develop the themes and subthemes.

Findings

Attitude, subjective norms and perceived behavioral control were all perceived to influence employers’ willingness to hire people with disability. However, the importance of each construct was perceived to differ by location and organization type. Three key social marketing approaches were perceived to be most effective in increasing employer willingness to hire people with disability: educational, relational and interactive. The educational intervention attempts to increase employers’ knowledge about disability, the relational approach aims to develop relationships within the community to strengthen relationships with employers and the interactive approach involves direct contact between employers and people with disability.

Originality/value

Theoretically, this study reveals perceived heterogeneity in terms of the theoretical constructs that are employer hiring decisions. Practically, results help disability employment service providers design social marketing strategies that are effective in reducing barriers and increasing employment for people with disability. Methodologically, this study adds a new perspective on employer willingness to hire people with disability – that of disability employment service providers – which avoids the social desirability bias found in many self-reported studies of employer attitudes and behavior.

Content available
426

Abstract

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 6 no. 4
Type: Research Article
ISSN: 1750-6182

Content available
Book part
Publication date: 13 April 2022

Abstract

Details

Contemporary Research Methods in Hospitality and Tourism
Type: Book
ISBN: 978-1-80117-546-3

Content available
Article
Publication date: 16 November 2015

Christian Laesser

275

Abstract

Details

Tourism Review, vol. 70 no. 4
Type: Research Article
ISSN: 1660-5373

Content available
Book part
Publication date: 25 July 2008

Abstract

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
ISBN: 978-1-84950-522-2

Content available
Article
Publication date: 31 May 2011

Roger Bennett, Finola Kerrigan and Daragh O'Reilly

2219

Abstract

Details

European Journal of Marketing, vol. 45 no. 5
Type: Research Article
ISSN: 0309-0566

Content available
Article
Publication date: 22 June 2010

Rodoula H. Tsiotsou

593

Abstract

Details

Marketing Intelligence & Planning, vol. 28 no. 4
Type: Research Article
ISSN: 0263-4503

Content available
Book part
Publication date: 24 September 2010

Abstract

Details

Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites
Type: Book
ISBN: 978-1-84950-901-5

Content available
Book part
Publication date: 4 December 2009

Abstract

Details

Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research
Type: Book
ISBN: 978-1-84950-604-5

Content available
Book part
Publication date: 10 November 2011

Abstract

Details

Tourism Sensemaking: Strategies to Give Meaning to Experience
Type: Book
ISBN: 978-0-85724-853-4

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