Style, Not Position! A Communication Typology of Tourism, Hospitality, and Event Management Leaders on LinkedIn
This paper develops and validates a five-persona typology of LinkedIn communication styles for tourism, hospitality, and event management leaders, demonstrating that these distinct digital personas—shaped by sub-sector and ownership—predict professional visibility independently of job position.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
Imagine the professional world of tourism, hotels, and events as a giant, bustling marketplace. In this marketplace, leaders (like hotel owners, event planners, and restaurant managers) used to build their reputation just by holding a fancy title. But today, the marketplace has moved online to a digital town square called LinkedIn.
This research paper is like a map that helps us understand how different leaders navigate this digital town square. The author, Irina Valerie Gewinner, noticed that while we know leaders should be visible online, we didn't have a clear system to describe how they actually do it.
Here is the breakdown of the study using simple analogies:
The Big Problem: The "Three-Way Tug-of-War"
The paper suggests that every leader on LinkedIn is stuck in a three-way tug-of-war:
- Being Real: You want to sound like a genuine, caring human (essential in hospitality).
- Being Smart: You need to look like a serious expert to investors and partners.
- Playing the Game: You have to follow the weird rules of the LinkedIn algorithm to get seen.
The study asks: How do leaders balance these three things? Do they all do it the same way?
The Method: Taking a "Digital Snapshot"
Instead of reading thousands of posts, the researcher took a "snapshot" of 128 European leaders in the tourism and hospitality industry. She looked at their LinkedIn profiles like a detective looking for clues:
- How long is their "About" section?
- Do they use "I" (me) or "We" (the company)?
- Do they have lots of endorsements?
- How often do they post?
- Do they use bullet points and numbers?
She then used a computer to group these 128 people based on their "digital fingerprints."
The Result: The Five "Digital Personalities"
The computer found five distinct types of leaders. Think of these as five different costumes leaders wear to get attention:
- The Storytelling Architects (Narrative Authority Builders):
- The Vibe: These are the superstars. They write long, personal stories about themselves, back them up with hard numbers (like "I managed 50 events"), and post regularly.
- The Result: They have the most followers. They successfully mix being real with being professional.
- The Heartfelt Narrators (Engagement-First Storytellers):
- The Vibe: These leaders talk a lot about themselves using "I" and "me." They tell great stories but don't post as often as the Architects.
- The Result: They have a moderate following. They rely on the quality of their story rather than the quantity of their posts.
- The Resume Walkers (Credential-Focused Professionals):
- The Vibe: These leaders are like a walking CV. They list their skills, show off their awards, and keep their personal stories very short. They don't say "I"; they say "The company."
- The Result: They have a solid following, mostly because people trust their official titles and endorsements.
- The Consistent Clocks (Disciplined Content Strategists):
- The Vibe: These leaders are the most consistent. They post every single day or week, but their posts are short and don't tell much of a personal story. They are playing the algorithm game perfectly.
- The Result: They get steady attention just by showing up regularly.
- The Ghosts (Low-Signal Minimalists):
- The Vibe: These leaders barely show up. Their profiles are empty, they don't post, and they don't have many endorsements.
- The Result: They are invisible. In a business where trust is everything, this is a missed opportunity.
The Big Surprises
The study found some things that might surprise you:
Your Job Title Doesn't Matter (As Much as You Think):
Usually, we think a CEO gets more attention than a manager. But this study found that how you communicate matters more than your title. A manager who acts like a "Storytelling Architect" can get more followers than a CEO who acts like a "Ghost." The style of communication drives the visibility, not the job description.Your Industry Changes Your Style:
- Event Planners tend to be the "Storytellers" and "Architects." This makes sense because events are short, intense bursts of activity that need big stories.
- Travel Agents tend to be the "Resume Walkers," focusing on credentials.
- Restaurant Owners often lean toward the "Heartfelt Narrators," focusing on personal connection.
Ownership Changes the Voice:
If you own the business, you are much more likely to use "I" and tell personal stories (because you are the brand). If you are a hired executive, you are more likely to stick to the "Resume Walker" style, focusing on the company's credentials rather than your own.The Gender Twist:
The study found that women in this sample were much more likely to be "Heartfelt Narrators." They used personal language ("I," "me") much more often than men did. This didn't mean they were less successful; in fact, women were well-represented in the top groups. It just means their "digital voice" sounded different.
The Bottom Line
The paper concludes that in the tourism and hospitality world, authority isn't just given to you by your job title; it is built by your digital style.
If you want to be seen and heard in this industry, you can't just rely on being the boss. You have to choose a "persona" that fits your specific job (like running a hotel vs. planning a festival) and your role (owner vs. employee). The most visible leaders are the ones who figure out how to tell a genuine story while still looking like a serious professional.
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