旅游企业内部市场导向及其对互动营销的影响分析

Internal Market Orientation in Tourism Businesses and the Effects on Interactive Marketing

文章以我国珠三角旅游企业为样本,通过实证研究探讨了我国旅游企业内部市场导向的结构模型,并以此为基础分析了旅游企业内部市场导向对互动营销的影响。研究表明,我国旅游企业内部市场导向结构由4个维度构成:内部市场需求信息的收集与研究;内部市场信息在主管与下属间的传递与反馈;内部市场需求信息在管理者之间的沟通以及内部市场需求信息的处理与反应。另外,内部市场导向正向影响互动营销行为,其中组织承诺起部分中介作用。最后对研究结论进行了分析,并提出管理启示。

With the rapid development of China＇s tourism industry,Chinese tourism businesses are experiencing a deep philosophical shift on how to engage personnel.China＇s tourism businesses need to establish internal marketing philosophies.An internal market orientation is a concept in the culture of a company that treats its employees as customers（＂internal customers＂）,and directs marketing strategies at them to improve organizational performance.This study explores the theory of internal market orientation from the perspective of China＇s tourism industry,and provides practical guidance for the internal marketing practices of Chinese tourism businesses. This paper reviews and summarizes related internal market orientation theory,such as concepts,measures and relationships among variables.Internal market orientation measurement scale items were collected using literature research,interview and open questionnaire methods.A pretest questionnaire containing 40 items was then designed.The pretest questionnaire was revised by analyzing the answers of 141 valid questionnaires collected from four Guangdong hotels to create the final questionnaire.Twenty-three tourism businesses in the Pearl River Delta were sampled,including the Stars Hotel,restaurants and travel agencies,yielding 677 valid questionnaires.The questionnaires were randomly divided into two sections： one half was used for an exploratory factor analysis（338 questionnaires） and the other was used for a confirmatory factor analysis（339 questionnaires）.The questionnaires examined the factor construct model of the businesses＇ internal market orientation.The questionnaire＇s reliability and validity were preliminarily tested at the same time.A hierarchical regression analysis method that was based on internal market orientation scale research was used to analyze the internal market orientation＇s effect on interactive marketing.The mediating effect of an organization＇s commitment is also discussed. The results show that the construct of internal market orientation in Chinese tourism businesses has four factors： internal market demand information;collection and research;transmission and feedback between supervisor and subordinate;communication between managers;and processing and response.Each factor reflects one aspect of the internal market orientation in Chinese tourism businesses.Furthermore,all four complement one another and constitute a complete management cycle.The questionnaire was shown to have good reliability and validity.In addition,the regression analysis results show that the tourism businesses＇ internal market orientations have a positive effect on interactive marketing.Organizational commitment partially mediates the relationship between internal market orientation and interactive marketing.The results indicate that,in terms of the service marketing triangle theory,internal marketing,interactive marketing and external marketing are an organic whole.An internal market orientation is a prerequisite to creating effective interactive marketing and improves the quality of service offered by China＇s tourism businesses. Finally,this paper compares the present research with the research of Western countries,analyzes the internal marketing practice characteristics for China＇s current tourism businesses and sets forth a corresponding strategy for improvement.Limitations of this study and future research prospects are also described and discussed.