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Although the role of human capital in the hospitality sector is critical, the industry faces challenges in attracting workers with a poor industry image frequently mentioned regarding labor shortages. This research paper attempts to investigate the factors influencing labor shortages by presenting the perspectives of employees and employers.

Precisely 232 rural hospitality industry employees (n = 128) and employers (n = 104) in Northern Italy were surveyed using a written close-ended online survey and a quantitative research design as part of a convenience sampling approach. For hypotheses testing, Spearman's rho was used.

A relationship between the shortage of professional workers and a variety of factors was found, including professional, digital, social and green skills, industry-intrinsic characteristics and symbolic image attributes of the industry. The findings show that some factors are more important for employees, while others are more significant for employers.

This study demonstrates several practical implications for the hospitality sector by addressing the under-researched stakeholder group of existing hospitality employees, e.g. improving working conditions, reduction of manual operations through digital technologies, realistic career planning, employer branding, identification of skill deficiencies and provision of specialized trainings.

Most research on labor shortages in the hospitality industry has focused on the perspective of either employees or employers. This study compares both perspectives, including the industry image, to gain a realistic picture of the relevant factors for a rural tourism destination in Northern Italy.

This paper examines the socio-ecological co-evolution and transformation of organic pioneers and the organic food market from a politically structuring actor perspective. It aims to identify strategies and activities used to contribute to the change of structures in the organic market and how the companies, in turn, reacted to the structural influence of the changing environment to position their company successfully in the market.

This study is based on interviews with four managing directors who were responsible over several decades for the strategic corporate management of the pioneer companies they founded as (or converted to) organic. Content analysis was used to analyse the data.

Strategic challenges regarding building up, maintaining and using resources, shaping actor constellations, and professionalising management are explained. The analysis demonstrates that also small pioneers have the possibilities and scope to influence and change markets and structures.

The results are significant for developing sustainable transformation strategies for markets, considering the interaction of the micro and meso-levels over time and the role of small businesses that might be struggling with growth and loss of values. The study answers recent calls in the literature to empirically investigate sustainability transformations from a practice perspective and gain insights into the roles of corporate actors.