The Impact of Internal Marketing on the Mental Image of the Tourism Program

Autor:	Salem Ahmad Alrhaimi
Rok vydání:	2015
Předmět:	Survey methodology business.industry media_common.quotation_subject Quality (business) Business Internal marketing Public relations Marketing Training and development Tourism Mental image media_common
Zdroj:	International Journal of Marketing Studies. 7
ISSN:	1918-7203 1918-719X
DOI:	10.5539/ijms.v7n3p76
Popis:	This study aimed to identify the effect of internal marketing applications on the mental image of tourism programs in Jordan from a standpoint of directors of the travel and tourism offices. The study adopted the survey method by questionnaire to collect the data. A total of 126 respondents were analyzed using SPSS. The study showed that the tourist offices and travel use all internal marketing applications, namely: workers considered internal customers; quality of services; training and development; and the adoption of the rewards system to motivate employees. The study showed a positive impact of internal marketing to form a positive image for tourism programs offered by the travel and tourism offices. The study recommended that attention to form a good mental image and activation programs and applications of internal marketing to upgrade office performance.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9030c080d81a9caf8b0469561aa19665 https://doi.org/10.5539/ijms.v7n3p76 Zobrazit plný text záznamu