Empirical analysis of the constituent factors of internal marketing orientation at Spanish hotels
This study, which draws upon specialized literature and empirical evidence, aims to characterize the underlying structure of the construct ‘Internal Marketing Orientation’ (IMO). As a consequence six underlying factors are identified: exchange of values, segmentation of the internal market, inte...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2014-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/614/pdf_73 |
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| Summary: | This study, which draws upon specialized literature and empirical
evidence, aims to characterize the underlying structure of the construct
‘Internal Marketing Orientation’ (IMO). As a consequence six
underlying factors are identified: exchange of values, segmentation of
the internal market, internal communication, management concern,
implementation of management concern and training. It also evaluates
the degree of Spanish hotels’ IMO, classifying them into three different
groups according to their level of IMO. Findings indicate that a higher
degree of IMO is found when the company belongs to a hotel chain,
while no other variables such as hotel size or category have proven to
be significant. |
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| ISSN: | 2182-8466 |