Journal of Hospitality Application and Research

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Internal Marketing Practices and Employees' Turnover Intentions in Tourism and Leisure Hotels


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1 Institution of technological and vocational education and human resource development, Southern Taiwan University., Taiwan, Province of China
     

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In recent years, the government has actively promoting the 2008 National Development Plan and the overall policy of opening the island for tourist from Mainland China. This effort increases the importance of the leisure service industry. The hotel industry is typically a service industry and the service object is "human;" therefore, service quality is decided based on "human" qualities. Thus, the human element is a key resource for the hotel industry. The employee turnover rate of the hotel industry is on the higher side, which causes higher personnel expenditures and training costs and increases the probability of losing potential employees. The hotel industry as a whole, therefore, should strengthen its internal marketing efforts aimed at ensuring employees to establish a high level of customer-service consciousness, promote service quality, and decrease turnover rates. This study attempts to integrate and discuss the existing results and concepts proposed by previous scholars. According to the literature review and questionnaires, this paper will discuss the correlation between internal marketing practices and the employees' turnover intentions. In addition, this study inserts the concept of work adoptability to discuss the relationship between internal marketing practices and employee turnover intentions at different levels.

Keywords

Tourism and Leisure Hotel, Internal Marketing Practice, Turnover Intentions
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  • Internal Marketing Practices and Employees' Turnover Intentions in Tourism and Leisure Hotels

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Authors

Chang Cheng-Ping
Institution of technological and vocational education and human resource development, Southern Taiwan University., Taiwan, Province of China
Chang Wei-Chen
Institution of technological and vocational education and human resource development, Southern Taiwan University., Taiwan, Province of China

Abstract


In recent years, the government has actively promoting the 2008 National Development Plan and the overall policy of opening the island for tourist from Mainland China. This effort increases the importance of the leisure service industry. The hotel industry is typically a service industry and the service object is "human;" therefore, service quality is decided based on "human" qualities. Thus, the human element is a key resource for the hotel industry. The employee turnover rate of the hotel industry is on the higher side, which causes higher personnel expenditures and training costs and increases the probability of losing potential employees. The hotel industry as a whole, therefore, should strengthen its internal marketing efforts aimed at ensuring employees to establish a high level of customer-service consciousness, promote service quality, and decrease turnover rates. This study attempts to integrate and discuss the existing results and concepts proposed by previous scholars. According to the literature review and questionnaires, this paper will discuss the correlation between internal marketing practices and the employees' turnover intentions. In addition, this study inserts the concept of work adoptability to discuss the relationship between internal marketing practices and employee turnover intentions at different levels.

Keywords


Tourism and Leisure Hotel, Internal Marketing Practice, Turnover Intentions

References