An Empirical Study Of The Impact Of Internal Marketing On Employee Loyalty In Tourism Enterprises

Since the reform and opening up, the tourism industry of China developed rapidly. Tourism is labor-intensive and knowledge-intensive industry, therefore, it is rely heavily on human resources than any other industry. However, in the process of rapid development of the tourism industry, the staff impetuous and job-hopping frequently, their satisfaction and loyalty is lowly. At the same time, the number of the college students of tourism professionals after graduating involved in the tourism industry is less than 20%, more than 80% of the graduates went to other industries. This seriously hinders the stability improvement of service quality and the sound development of tourism. So how to attract and retain qualified personnel and increase employee loyalty is becoming an urgent problem.Internal marketing is a new ideas which was proposed in the 1970s. The community has generally accepted the view that internal marketing can increase the satisfaction and internal marketing of employee, but the business put less internal marketing into practice. One of the most factor of the reason is that there is little empirical study of internal marketing.In the context, we combed the literature and make the internal marketing as the antecedent variables, staff satisfaction and loyalty as the outcome variables, this study established model of internal marketing on staff satisfaction and loyalty of its size.In view of the needs of the service sector of the 157 staff questionnaires, and statistical analysis of valid data, and finally concluded:(1) internal marketing including internal market research, internal communications and internal response of the three dimensions;(2) internal marketing on satisfaction, employee attitude loyalty and employee loyalty behavior has significantly improved function;(3) employee satisfaction on the attitude of staff loyalty, employee loyalty behaviors have a significant effect; (4) the two dimensions between staff loyalty and employee loyalty the is not existence of a causal relationship, in some cases, the attitude of staff loyalty is loyalty behavior based on behavioral loyalty is the loyalty of the extension and development of attitude, while in other cases, the employee behavior and his attitude is contrary; (5) Gender and size of the company for internal sales in significant staff, women than men, small business than.the big enterprises in favor of the marketing company develop; (6) Scale and duties of the staffs satisfaction that significant impact, small enterprises in staff than the large scale business people with low positions, more than high office staff employees satisfaction; (7) In the period, age, his loyalty to the staff there is a significant impact, for a long time people than in the short of staff, the older staff of more than young people, the staff post office lower than the much more loyal.Based on the major findings of this paper, some recommendations are put forward. For example, to take advantage of marketing, to divide internal market segment and explore the needs of internal staff; to enhance information exchange and communication, to establish clear communication channels; to provide adequate information to employees; proper authority; to care for staff and solve problems; to respect employees, so employees feel trust; to train and cultivate staff; to encourage staff, etc.