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Application of Internal Market Orientation Activities and ISO 9001 Standard in Hotel Corporations as a Precondition of Successful Business Processes

The purpose of this study is to explore and to define the relevant theoretical characteristics of the notion of quality, the concept of business process management as well as the concept of internal market and the activities of the hotel company’s internal orientation. Furthermore to emphasise the importance of the application of internal market orientation and the international ISO standards with the purpose of achieving quality and increasing the efficiency of the hotel business processes. The first part of the text explains the concept of business process management and names the key business processes within a hotel company. The data for this publication is gathered using the desk research method and utilising the already existing literature and scientific text publications on the management of the internal marketing business processes, quality and the international ISO 9001 standard. The historical method is used to display the development and the explanation of the current stance on the terms in question and the descriptive method is used to represent the specifics of individual terms of the research performed so far. This text is a theoretical base for future empirical research on the influence of the internal marketing activities and the international ISO 9001 standard application on the efficiency increase and the business process quality in hotel companies.

business process management, internal market orientation, ISO 9001, hotel

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