A Conceptual Framework for the Management of a Personal Leadership Brand within the Tourism and Hospitality Industry

Abstract

The purpose of this study was to establish a conceptual framework for the management of a personal leadership brand within the tourism and hospitality industry within the context of literature reviewed, as well as from the perspective of key business decision-makers and market research analysts. To achieve this objective a comprehensive literature study was performed to determine the extent of existing knowledge on personal branding. In reviewing the problem in context, the following emerging components were uncovered and were considered in designing the conceptual framework for a positive leadership brand i.e.: how is your brand recognized; how is your brand observed; how is your brand established; how will you endorse your brand and how will you foster your brand to derive benefits. An exploratory qualitative design was adopted for this study. The information obtained from the literature review and from the participants resulted in a few useful recommendations and conclusions. In general, the business landscape is shifting and in order to remain relevant the process of developing your personal brand cannot remain static. In order to achieve insurmountable benefit from your personal brand there must be a deliberate effort from leadership to augment their personal brands and through a robust brand positively influence perceptions of leadership outwardly thereby establishing your business as the preferential choice.