Exploring the Four-Day Workweek as a Strategy to Increase Hospitality Perceived Industry Attractiveness

The purpose of this study is to explore the impact of a four-day workweek on industry attractiveness using the instrumental-symbolic framework. Current statistics show a decrease in interest among new generations to enter the hospitality industry and a lack of available workers to fill job openings (Bureau of Labor Statistics, 2023). With labor shortages, high turnover, and perceptions of the industry hindering talent acquisition and retention, innovative solutions are needed. Flexible work arrangements, including a four-day workweek, have been identified as desirable by employees (Schwaiger et al., 2022). Successful pilot programs in Europe have demonstrated the very positive effects of a four-day workweek on employee well-being (UK 4-Day Week Campaign, 2023). Yet, in the US, only a couple of pioneer companies have started to implement this strategy. This study aims to provide evidence on the viability of a four-day workweek in increasing industry attractiveness and potentially easing labor challenges. With a sample of current hospitality employees and non-hospitality employees considering changing careers, the research will employ a three-stage mixed-method methodology: (1) adapt the instrumental-symbolic framework from marketing literature to establish the effects of instrumental and symbolic job attributes of employer image on the perceived attractiveness of the hospitality industry (Schwaiger et al., 2022); (2) define and analyze different types of flexible work arrangements through qualitative data and a subsequent importance-performance analysis; and (3) explore the specific impact of a four-day workweek. The study will contribute to existing literature by expanding the instrumental-symbolic framework, developing an employee-based definition of flexible work arrangements, and assessing industry attractiveness for non-hospitality employees. The findings will have practical implications for talent acquisition and retention, addressing staffing shortages, turnover, and industry perceptions. Employers can better understand the preferences of current and potential employees, improve benefit packages, and address mental and health-related challenges faced by employees.