THE APPLICATIONS OF INTERNAL MARKETING VARIABLES TO DESTINATION MARKETING ORGANIZATIONS

Abstract

This study was done to understand the gaps between two industries for the same concept named internal marketing. The study fills the gap with the help of defining IM from the literature review and then transfiguring the idea for the tourism industry focussed towards DMOs (Destination Marketing Organizations). The study has got 13 variables of internal marketing and redefined them for the tourism sector, i.e., inter-functional coordination and integration, customer orientation, marketing-like approach, job satisfaction, empowerment, stakeholder’s motivation, quality of service, stakeholder’s development, training and development, vision of the firm, strategic rewards, internal communication and senior leadership. These definitions can be helpful for planners and managers of DMOs in weaving a strategy to obtain a better performance from all stakeholders. Government departments, agencies, consultancies, and NTOs can also use these definitions for policy planning and implementation.