Project title: Marketing Trade Unionism to Hotel Workers
Aims and Objectives:
The aim of this project is to assess the degree of interest and involvement shown by Trade Unions in the hotel industry. The specific objectives are:
• To determine the extent to which Trade Unions recognise hotel workers as a potential source of membership. • To identify the mechanisms by which Trade Unions market their services to potential members. • To identify successful and unsuccessful marketing approaches in relation to hotel workers. • To make recommendations as to how Trade Unions might improve their marketing efforts in relation to hotel workers.
These objectives will be achieved by addressing the following research questions: • Which Trade Unions are actively seeking to recruit hotel workers? • When did these Trade Unions become involved in this industry? • What resources do Trade Unions devote to recruiting hotel workers? • What proportion of Trade Union resources are used to benefit existing members as opposed to trying to recruit new members? Who decides on this resource allocation? • How do Trade Unions seek to recruit hotel workers?
• Is Trade Union membership increasing amongst hotel workers? • How successful have the recruitment initiatives of Trade Unions been in relation to hotel workers? • Which methods of recruiting hotel workers have been effective? • What factors contribute to a successful recruitment initiative? • Why are some recruitment initiatives more successful that others?
The context and background of the proposal:
The proposal is to concentrate on two unions: the Transport and General Workers Union (TGWU) and the General and Municipal Workers Union (GMWU). These are the two main unions operating in the hotel industry and it is estimated that they account for approximately ninety per cent of existing union membership within this industry (Boella, 1974).