Internal Marketing: Exploring the Impact of Cultural and Language Issues

摘要

The three decades of literature on internal marketing reveal that internal marketing is European (Western) and hotel focused. Studies to date provide limited guidance on the impact of cultural and language issues on internal marketing. Of the 136 Taiwanese participants, who have worked in tourism and hospitality completed an online survey. In this study many items, generated in Western contexts, were impure measures of internal marketing suggesting more attention needs to be paid to the measurement of internal marketing for Eastern contexts. The results suggest that language issues, cultural congruency and socialising impact internal marketing. Further research is required to extend our understanding of the impact of cultural and language issues on the application of internal marketing in the workplace.