How Acquired Technical Skills Surpass Cognitive Personality Traits of PR Employees: A Case Study of Economy Hotels in Egypt

The hotel industry is one of the world’s oldest commercial industries (Bovin 2019). The industry is rapidly expanding, necessitating the assignment of tasks to skilled staff that will ensure client satisfaction. Hotel investment activities in African countries have lately increased (Ernst & Young 2013), and new hotel developments have become the fastest rising economic activity not just in Sub-Saharan Africa but also globally (Ernst & Young 2013). Human resource allocation in hotels refers to the assignment of hotel workers to service tasks, where staff can only be engaged for a certain amount of time due to labor laws. Human resource allocation requirements differ depending on the application area (Kayoko et al. 2011). The system’s success is frequently ascribed to how well it manages human resources. It is a critical issue in order to improve performance. When a task requires certain abilities, such as accounting skills, a human resource that handles the activity should have those skills in order to complete the assignment efficiently (Ernst et al. 2014). On the other hand, the impact of personality traits on employee job performance is undeniable, and many businesses take use of this effect. One of the most important psychological aspects influencing human behavior is personality. It is said to be crucial in the workplace. Personality qualities have an essential influence in improving an employee's job performance’s efficiency and are probably much weighted than technical ones. Personality traits are favorably connected with job success, and conscientiousness has attributes that directly correspond to job performance of employees with the highest weights, according to previous researches. It is the main objective of this paper to find out whether personalities traits from one side outweighs employees’ skills from the other side taking PR employees of economy hotels in Cairo as a sample for application and how could this contribute to the performance of the hotel. Keywords: attitudes, skills, cognitive personality traits, PR department, economy hotels, reputation and performance