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

Authors

  • José Luis Ruizalba-Robledo University of Málaga, Departamento de Economía y Administración de Empresas
  • María Vallespín-Arán University of Málaga, Departamento de Economía y Administración de Empresas

Keywords:

Internal Marketing Orientation, Hotels, Work Family Balance, Cluster Analysis, Internal Communication

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.

Author Biography

  • José Luis Ruizalba-Robledo, University of Málaga, Departamento de Economía y Administración de Empresas
    PhD, Adjunct Professor, ESGHT/University of Algarve Web Manager of the Journal Encontros Científicos - Tourism & Management Studies  Director of the undergraduate Course in Hotelmanagement, ESGHT/University of Algarve

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Published

10.01.2024

Issue

Section

Tourism/Hospitality: Research Papers

How to Cite

Empirical analysis of the constituent factors of internal marketing orientation at Spanish hotels. (2024). Tourism & Management Studies, 10, 151-157. https://tmstudies.net/index.php/ectms/article/view/614

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