engleski

Internal marketing in the hotel industry

The primary determinants of modern trends in tourism traffic, the most prominent of which are growing competition, globalization, standardization, market segmentation and the introduction of information technology, have brought about the dynamic diversification of global marketing. Because of the pervasive implementation of sophisticated and powerful information and communication technology, diverse forms of marketing are emerging, the primary goal of which is to increase the sales of tourism and hospitality services. These modern forms of marketing, which are increasingly being used in the hotel industry, include mobile marketing, text message marketing, Bluetooth marketing, social network marketing, viral marketing, neuromarketing, one- to-one marketing, external marketing, interactive marketing, and other types of marketing. In addition 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. A fundamental feature of internal marketing in the hotel industry is ensuring that the present and future services, which employees are to provide to their guests, are appealing and acceptable to the hotel’s employees. By appropriately applying the instruments and activities of internal marketing, hoteliers are able to create the preconditions needed to accomplish the enterprise’s strategic objectives. This research aims 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. 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.

hotel industry ; production and service staff ; internal marketing

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