Author(s)

Peixuan Fang

Corresponding Author

Peixuan Fang

Abstract

The main focus of this study is to explore how cartoon IPs like the Chimelong Paradise impact upon the attractiveness of employer branding the tourism destinations of China focusing on the mediating effects of work happiness and brand identity. This study has undertaken a primary quantitative data collection approach through which it has gathered responses from 150 employees in the tourism sector of China. The gathered data has been analysed using SEM (structural equation modelling). The findings of this study reveal that using Chimelong Paradise cartoon IP does not have a positive influence on the attractiveness of employer brands, specifically in the tourist destinations of China. However, the positive relationship between cartoon IP and employer brand attractiveness is strongly mediated by factors like Brand identity and Work happiness. When tourism employers with the Chimelong Paradise cartoon IP have a well-esteemed brand identity, then the employer brand attractiveness of such enterprises enhances. Similarly, when tourism employers with the Chimelong Paradise cartoon IP have a well-established perception among people that they foster higher work happiness, then the employer brand attractiveness of such enterprises enhances. This eventually contributes towards higher attractiveness and retention of employees. However, the study found that there is no positive relationship between brand identity and work happiness, especially in the context of Chimelong Paradise-themed tourism organisations of China.

Keywords

Cartoon IP; Employer Brand Attractiveness; Brand Identity; Work Happiness