Factors Influencing Human Potential as a Prerequisite for Quality Hospitality: An Empirical Study from North Macedonia
DOI:
https://doi.org/10.46763/Keywords:
human potential, hospitality management, motivation, leadership, service quality, organizational cultureAbstract
The hospitality industry represents a dynamic and competitive sector where service quality is predominantly shaped by human potential. This paper explores the key factors that influence the development and utilization of human potential as a prerequisite for achieving high-quality hospitality services. The empirical study was conducted among 200 employees from hotel establishments in North Macedonia, utilizing both quantitative ( survey ) and qualitative ( semi-structured interviews ) research methods. The research identifies core determinants such as motivation, leadership,training,organizational culture, and working environment, and examines their direct impact on service quality, employee satisfaction, and organizational performance. The results indicate a strong positive correlation between investment in human potential and perceived service quality ( r=0.74, p<0.01). Regression analysis further demonstrates that motivation ( ß=0.24 ), leadership ( ß= 0.33 ), and training ( ß = 0.29) are significant predictors of service quality. The findings confirm that sustainable hospitality excellence is impossible without a strategic and continuous focus on human capital development. Practical recommendations are provided for hotel managers to enhance workforce potential through structured education, effective communication, and supportive leadership.
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