文章基本信息

标题：Analysis of effective factors in the internal branding of selected hotels in Yazd with a qualitative approach
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作者：Fatemeh Baghaienia ; mohammad shaker ardakani ; nahid amrolahi 等
期刊名称：Muṭāli̒āt-i Mudīriyyat-i Gardishgarī
印刷版ISSN：2322-3294
出版年度：2021
卷号：16
期号：55
页码：41-77
DOI：10.22054/tms.2021.58241.2476
语种：English
出版社：Allameh Tabataba'i University Press
摘要：Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify the factors affecting internal branding from the perspective of executives. The method of this research is qualitative and the data obtained from interviews with 19 executives of hotels in Yazd who have been selected by snowball sampling method and have been analyzed using thematic analysis method and Nvivo software. The data after coding includes 642 initial codes, 32 themes and 9 comprehensive categories. The results showed that the effective factors in internal branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, service compensation and quality of working life.
关键词：Brand;Branding;Internal Branding;Tourism