The Impact of Internal Marketing on the Mental Image of the Tourism Program

Abstract

This study aimed to identify the effect of internal marketing applications on the mental image of tourism programs in Jordan from a standpoint of directors of the travel and tourism offices. The study adopted the survey method by questionnaire to collect the data. A total of 126 respondents were analyzed using SPSS. The study showed that the tourist offices and travel use all internal marketing applications, namely: workers considered internal customers; quality of services; training and development; and the adoption of the rewards system to motivate employees. The study showed a positive impact of internal marketing to form a positive image for tourism programs offered by the travel and tourism offices. The study recommended that attention to form a good mental image and activation programs and applications of internal marketing to upgrade office performance.