Empirical analysis of the constituent factors of internal marketing orientation at spanish hotels

Ruizalba, Jose and Vallespín, María (2014) Empirical analysis of the constituent factors of internal marketing orientation at spanish hotels. Tourism & Management Studies, 10. pp. 151-157. ISSN 2182-8466

[img]
Preview
PDF
Ruizalba et al. TMS 2014.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (584kB) | Preview

Abstract

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.

Item Type: Article
Additional Information: This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Uncontrolled Keywords: Internal Marketing Orientation, Hotels, Work Family Balance, Cluster Analysis, Internal Communication.
Subjects: Hospitality and tourism
Business and finance
Depositing User: Jose Ruiz Alba Robledo
Date Deposited: 10 Mar 2016 14:34
Last Modified: 21 Jun 2017 08:30
URI: http://repository.uwl.ac.uk/id/eprint/1790

Downloads

Downloads per month over past year

Actions (login required)

View Item View Item

Menu