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The Role of Internal Marketing in Employee Engagement in the Tourism Sector: A Best Practice Guide
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Author(s): Maria Silva (Polytechnic University of Cávado and Ave, Portugal)and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (IPCA), Portugal & Applied Management Research Unit (UNIAG), Portugal & Centro de Investigação, Desenvolvimento e Inovação em Turismo (CiTUR), Portugal)
Copyright: 2026
Pages: 18
Source title:
Reinventing Corporate Strategy for Competitive Advantage
Source Author(s)/Editor(s): Ricardo Marcao (NECE-UBI, ISLA Santarem, Polytechnic University, Portugal), Vasco Santos (IPT, NECE-UBI, GOVCOOP, CiTUR, IPL, ISLA Santarém, Polytechnic University, Portugal)and Ruben Pinhal (GOVCOPP, ISCA, University of Aveiro, Portugal & ISCET, Portugal)
DOI: 10.4018/979-8-3373-5428-6.ch009
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Abstract
This chapter seeks to understand how internal marketing can contribute to engaging and motivating employees in the tourism sector. As this is an area where human contact is constant and decisive for the customer experience, it is essential to value those who are ‘on this side' ensuring this service, recognising employees as the primary audience of any organisation. To this end, research was conducted combining questionnaires and interviews with professionals from different companies in the sector. Despite low participation in the questionnaire, the interviews provided very insightful testimonials about the reality on the ground. This chapter thus highlights the need for organisations in the sector to view their employees as strategic assets, investing in practices that promote motivation and well-being, which are essential to ensuring quality services and memorable tourist experiences.
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