2019 |
Volume 12 |
Issue Issue 1
Exploring the Impact of Internal Marketing on Organizational Commitment of Travel Agents Employees
1.
Marwa Salah
– Tourism Studies Department, Faculty Of Tourism And Hotels, Fayoum University, Egypt.
2.
Mohamed Abou-shouk
– Tourism Studies Department, Faculty Of Tourism And Hotels, Fayoum University, Egypt.
3.
Nancy M. Fawzy
– Tourism Studies Department, Faculty Of Tourism And Hotels, Fayoum University, Egypt.
Received
31-Oct-2018
|
Accepted
-
|
Published
31-Oct-2018
|
Abstract
One effective way of improving employees performance is increasing their organizational commitment to the workplace. A good internal marketing system could positively contribute to employee organizational commitment development. The current study is exploratory in nature. It aims to explore the impact of internal marketing dimensions on travel agencies’ employee organizational commitment. A questionnaire form was used to collect data from travel agencies’ employees randomly. Structural equation modelling technique was used to test the hypotheses of the study and reveal rigorous, valid, and reliable findings. Findings revealed that some dimensions of internal marketing are significantly contributing to organizational commitment of travel agencies employees. Contributions of study to knowledge and practices are also introduced.
Keywords Internal Marketing, Organizational Commitment, Travel Agencies, Employees, Egypt
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