Internal marketing in the hotel industry

Vlado Galičić () and Marina Laškarin ()
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Vlado Galičić: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia
Marina Laškarin: Faculty of Tourism and Hospitality Management, Opatija, University of Rijeka, Croatia

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

Abstract: Purpose –The purpose of this paper is to prove that workers, who are satisfied with the attitude of management towards them reflected in regular information provided regarding future plans, tend to display their job satisfaction by working as part of a successful team. Design –In order to distinguishing between the various types of marketing, this paper explores internal marketing in the hotel industry that focuses on employees who need to know all about the types of services that are provided by the hotel and which are being developed within the framework of strategic development plans. Methodology −For the purpose of this paper, scientific research methods have been applied to a sample of 265 questionnaires filled out by the participants of seminars organized for production and service staff (professions: cook, pastry cook, waiter, barman, reception clerk, sales officer, hotel housekeeper) in four destinations in Croatia (Rovinj, Dubrovnik, Mali Lošinj and Vodice) in the period from 4 October to 10 November 2012. Approach −The task of such an approach was to confirm the perception that hoteliers in Croatia are failing to centre sufficient attention on the postulates of internal marketing, as indicated by the survey results presented below. Findings−Research results reveal lack of awareness about importance of communication between managers and workers, especially when it comes to providing information about future business plans. Originality –The originality of this research consist in fact that internal marketing has a significant impact on how employees understand their work tasks and the enterprise’s objectives. This paper provides valuable information about attitudes of hotel personnel in Croatia concerning the information provided to them, and the training on a regular basis.

Keywords: hotel industry; production and service staff; internal marketing (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2014-05
New Economics Papers: this item is included in nep-ind and nep-tur
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Published in 22nd Biennial International Congress Tourism & Hospitality Industry 2014, May 2014, pages 297-312

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