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Tourist Hotel Internal Marketing Research

Author: LiuZhiShu
Tutor: HanLiZuo
School: Shenyang University of Technology
Course: Tourism Management
Keywords: Tourist hotel internal marketing employee satisfaction Employee Performance
CLC: F719
Type: Master's thesis
Year: 2010
Downloads: 291
Quote: 1
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Abstract


The competition among tourist hotels is a talent competition essentially. Attracting and retaining talent, improving their job satisfaction, better quality services to customers, are the fundamental purpose of internal marketing. The core concept of internal marketing is seeing staff as internal customers, cultivate employees with customer conscious.During the process of thesis, we collected the data through interviews, questionnaires and other methods, and analysis the date to explore the factors of tourist hotel employee job satisfaction as well as the problem of tourist hotels internal marketing at this stage using SPSS, LISREL statistical software, whereby, proposed effective measures that we how to carry out internal marketing in the tourist hotels. This paper has the following contents:First of all, we defined the tourist hotels, and introduced the basic meaning of tourist hotels and business model, and the basic theory of internal marketing, and analysis the problems which tourist hotels are facing during internal marketing from the theoretical.In order to construct the model of tourist hotel internal marketing and test the hypothesis, We studied internal marketing further then put forward hypotheses according to the internal marketing model of tourist hotels based on previous research; design survey data scale of factors influencing the employee satisfaction; data collection, data analysis. Data analysis in two steps, taking tourist hotels Front Line service employees as an example, we verified the applicability of carrying out of the internal marketing in the tourist hotels firstly; the second step, anglicizing the data of whole tourist hotels staff, and we found problems faced by tourist hotels to carry out the internal marketing.Then, we proposed the implementation strategy of hotel internal marketing. Integrating theory with practice and according to the key factors locked and problems faced by tourist hotel internal marketing, we proposed the main measures of carrying out internal marketing by tourist hotel, namely the recruitment of qualified employees、increasing staff training, and focus on training teachers. Building pay and benefits system, improve the wage structure, strengthen the incentive effect、establish and improve the communication system to improve overall collaboration of tourist hotels and to expand career of the hotel staff development so as to The purpose of improving employee satisfaction, attracting, developing, motivating and retaining excellent employees.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector
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