A Study On The Impact Of Brand Internalization In Theme Parks On Employee Engagement

With the rapid development of our economy and improvement of infrastructure facilities,tourism is playing an important role in entertainment sector.Theme parks thrive due to the booming tourism leisure market.However,problems arise,such as no-restraint imitation and plagiarism,low-level reconstruction,bad reputation,a big gap between marketing and reality,low tourists' satisfactory rate and a more acute contradiction between spots and staff.Moreover,competition is being furious due to prone-imitation and monotonous form of theme parks and an increasing number of both domestic and international theme parks.In the traditional service brand construction,theme park managers pay more attention to the external construction of the brand,that is,how to increase customers' satisfaction and loyalty to the brand through external marketing,while ignoring the important position of employees in the brand construction.Front-line staff acts as bridges and bonds between brands and clients,whereas these brands,through outer marketing make commitments which are fulfilled by providing qualified services.Attitude and behavior from service workers and employee engagement have direct impact on clients' sense of brands.Currently,scholars' studies on the brand management are focusing on brand marketing from the perspective of clients and less attention is given to the “Employee-brand-client” management.Besides,diversified and high-end demands from customers require staff to imp their abilities of all kinds.Thus,we have to give priority to practical issue with regard to staff management in brand establishment—employee engagement.So far,academic studies on influences employee engagement are based on work resources,positions,salaries,empowerment and other Human Resources have on staff engagement,while few scholars study on what have affected employee engagement from the point of marketing.Based on the above analysis,this article through to service brand internalization and employee engagement of the related literature summary,based on the theory of self-concept and self-consistency theory,based on the brand internalization of employee and employee engagement system model,the theme park employee engagement issues related to empirical research,aimed at resolving the domestic theme park employees of service quality,poor service,positive problem,provide a reference for theme park management of employee engagement.This essay conducts investigation to world front-line workers from Chengdu Haichang Ocean Park,collecting 301 valid questionnaires.And the following conclusions are made through analysis: firstly,positive relation between brand communication,brand contribution motivation,brand training and employee engagement has been proved.Secondly,two factors introduced from self-theory: organizational identification and the substantiated the chain-like mediating effect between self-theory and brand internalization and employee engagement.The main innovation points of this paper are as follows: 1)innovation of research perspective: scholars' research on brand internalization mainly focuses on the study of employees' brand behavior,cognition and emotion,and few literatures connect brand internalization with employees' organizational behavior.In the study of brand internalization,it is mainly a property analysis,which has less empirical analysis and lacks the action mechanism of brand internalization.This paper discusses the influence mechanism of organizational brand internalization characteristics on employee engagement through self-concept theory,selfconsistency theory and social identity theory.2)innovation of research content: the research on employee engagement is mainly focused on the scope of human resource management and organizational behavior.From the perspective of brand internalization,this paper analyzes the influence mechanism of each characteristic dimension of employee brand internalization on employee engagement,which is a positive exploration of employee engagement research.3)research on the theory of innovation: for self-concept related research in China is not very mature,especially a few literature review to self-concept as a intervening variable,clear and systematic mining brand internalization and the relationship between employee engagement,based on the theory of self-concept,provide employee engagement from the point of self-concept of employee engagement new Angle.