دور التسويق الداخلي في أداء العاملين : دراسة ميدانية لعينة من العاملين في الوكالات السياحية في الجزائر

الملخص EN

This study aimed at assessing the impact of the internal marketing dimensions, which include training, motivation, empowerment, service culture and internal communication on the employees’ performance.

the study data was collected through distributing a questionnaire on a randomly simple sample of 131 employees in the Algerian tourism agencies.

in order to test the study hypotheses, the statistical package for social science program (SPSS) was used.

the study results indicated the existence of a statistically significant effect of the motivation, empowerment, and internal communication on the employees’ performance at tourism agencies.

the results also showed that internal communication policy was the strongest variable that influenced the employees’ performance.

the study recommended that Algerian tourism agencies should pay more attention for internal marketing planning and programs; besides preserving these dimensions through adopting a more advanced marketing strategies due to their positive effect on employees’ performance.