Developing a leadership 4.0 coaching concept to address the growing labour shortage in the tourism industry

This paper develops a theoretical framework for a leadership 4.0 coaching concept as a response to the economic and social transformations caused by digital disruption, with a focus on the tourism industry and its current labour shortage. It argues that addressing these challenges occurs primarily on a psychological level, through individualised communication and commitment. Consequently, leadership in the tourism industry must adopt an idiosyncratic style, where managers not only focus on the needs of their employees but also reflect on their own leadership roles and behaviours. Thus, the proposed leadership 4.0 coaching concept is built on three key pillars: 1) attachment and relationship; 2) space for reflection; and 3) attitude, charisma and followership. These pillars create a framework helping leaders foster employee-centered behaviours that enhance engagement, well-being, and personal growth. Leadership 4.0 coaching offers a pathway to tackle the labour shortage by promoting flexible, reflective, empathetic, and ethical management styles.