The effect of internal marketing activities on employee satisfaction in hotel establishments

Tourism sector is one of the unique sectors in which employees are parts of whole. In this sector, one of the methods to satisfy employees is the implementation of internal marketing activities. Internal marketing which is one of the basic components of modern marketing deals with how establishments market themselves to employees. Besides, employee satisfaction can be defined as the pleasure felt by employees while working.Employee satisfaction is the natural outcome of successful internal marketing activities. The personnel offering the service have a significant role in marketing of the service. Satisfaction of internal customers (employees) are important as well as the satisfaction of external customers. As a matter of fact, there is a lineer relationship between employee satisfaction and customer satisfaction.In tourism sector which is one of the sectors mostly needing manpower, the importance of internal marketing activities is getting clear. With the help of internal marketing activities successfully performed in accommodation establishments, employee satisfaction and thus satisfaction of external customers will be ensured.The main purpose of this study is to determine to what extent internal marketing activities are performed in hotel establishments and to find out how this condition affect employee satisfaction. Additionally, literature review was made in terms of internal marketing, internal customer and employee satisfaction concepts and these were examined in various aspects. In the practice section of the study, totally 405 people in 5 star hotels within Antalya?s provincial borders were interviewed. The first section of questionnaire contains statements aiming at measuring internal marketing activities. In the second section, statements aiming at measuring employee satisfaction with Maslow?s hierarchy of needs teory.In the lights of findings acquired in last chapter, it is founded that internal marketing activities positively affect all 5 matters in Maslow?s hierarchy of needs teory. Therefore, hotel establishments can satisfy their employees with the help of internal marketing activities. Key Words: Internal Marketing, Employee Satisfaction, Accommodation Establishments