Implementation of internal marketing in hotels – a case study of the Opole market

• Authors: Bolesław Goranczewski

Abstracts

EN

This study assesses the extent to which Opole hotels rely on internal marketing. The assessment is based on results of a case study, analysis of documents, a diagnostic survey and logical analysis and construction. A questionnaire survey conducted in 12 hotels, accounting for about 92% of all hotels in Opole, was used to produce descriptive statistics of hotel characteristics. Most hotels evaluated in this study already use internal marketing. The most common marketing tools include training sessions, communication and information support, and active assistance provided by managers or owners to their employees. The main factors influencing the implementation of internal marketing in Opole hotels involve recruiting suitable staff, organising active training sessions for employees, and creating a friendly work environment. Based on the study findings, we recommend promoting the use of internal marketing among hotel owners and a wider range of tools that benefit employees of contemporary hotels.

Keywords

EN

internal marketing; hotels; Opole

• Publisher: Wyższa Szkoła Bankowa w Poznaniu
• Journal: Studia Periegetica
• Year: 2021
• Volume: 33(1)
• Pages: 81-89

Dates

published

2021

Contributors

author

Bolesław Goranczewski

Identifiers

DOI

10.5604/01.3001.0014.9465

Biblioteka Nauki

2084780