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Significance of Internal Marketing Communications in Destinations

Gökçe Özdemir, Özge Adan

Abstract: According to the nature of the sector, tourism is a labor intensive industry and thereby employees are accepted as part of product or service experience. In this regard, employees have an impact on the quality of the services and the outcome of the service process. The concept of internal marketing, which is dealing with relations between organizations and employees, is used as an effective marketing and management tool at the tourism organizations as well as in destinations. In this sense, internal marketing enables the destinations to be positioned and promoted successfully through a single brand image of the destination. Internal marketing is also vital for the destination marketing organizations to retain and increase the number of the members among the destination stakeholders. Success on internal marketing can only be achieved through appropriate communication channels with a clear message with the right timing to link the private and public sector in the objective of sustainable tourism development and improvement as well as enhancing the quality of tourism experience. In this study the internal communication process and its scope between Izmir Convention and Visitors Bureau (Izmir CVB) as an urban destination marketing organization and its stakeholders is analyzed and evaluated. Internal marketing between Izmir CVB and its stakeholders are analyzed through quantitative research depending on interpretations of several interviews with the member organizations. This study reveals the deficiencies of the internal communication, internal marketing techniques and some suggestions on developing the communication techniques between Izmir CVB and its stakeholders. 

Additional Info

  • Author(s) Name: Gökçe Özdemir[1], Özge Adan[2]
  • Author(s) Affiliation: [1]Department of Tourism Management, Yasar University, Izmir, Turkey [2]Vocational School, Izmir, Turkey
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: Destination marketing, Internal Marketing, Destination Marketing Organizations, Internal Marketing Communications
  • Article Type: Research
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