Journal of Global Tourism Research
Online ISSN : 2189-9282
Print ISSN : 2189-9274
Research Letter
Consideration of internal marketing
The case of Japanese hotels
Shunsaku Hashimoto
Author information

2018 Volume 3 Issue 1 Pages 63-68


In the hotel industry, there is a normal issue of how to utilize limited human resources depending on the difficulty of securing competent human resources and a high turnover ratio, which is a regular task. Therefore, it is the hotel management issue of how to activate the organization and motivate employees. One of the effective concepts for activating an organization is Internal Marketing. Internal Marketing is known as a concept that leads to revenue by treating employees like customers and activating internal organizations in the field of service management. This paper focuses on Career Counseling as one of the concrete methods of Internal Marketing. Normally, Career Counseling is performed for individuals, however it has been shown in previous research that it can be applied to organizations. As an example of adapting Career Counseling to organizations, this paper chose the case of Hoshino Resorts to verify whether Career Counseling as an effective method of Internal Marketing is valid for the hotel organization. From previous research, this paper firstly outlined the definition of Internal Marketing, then described what Career Counseling is, then showed that Career Counseling is one of the Internal Marketing methods. In addition, the case of internal organization activation of Hoshino Resorts was considered, and it is suggested that Career Counseling as a method of Internal Marketing is one of the effective methods of internal organization activation.

Information related to the author
© 2018 International Society for Tourism Research
Previous article