Internal Marketing Practices and Employees' Turnover Intentions in Tourism and Leisure Hotels

Abstract

In recent years, the government has actively promoted the 2008 National Development Plan and the overall policy of opening the island for tourist from Mainland China. This effort increases the importance of the leisure service industry. The hotel industry is typically a service industry and the service object is “human;” therefore, service quality is decided based on “human” qualities. Thus, the human element is a key resource for the hotel industry. The employee turnover rate of the hotel industry is in the high side, however, which causes higher personnel expenditures and training costs and the probability of losing excellent employees increases. The hotel industry as a whole, therefore, should strengthen its internal marketing efforts aimed at ensuring employees establish a high level of customer-service consciousness, promote service quality, and decrease turnover rates. This study attempts to integrate and discuss the study results and concepts proposed by previous scholars. According to the literature review and questionnaires, this paper will discuss the correlation between internal marketing practices and the employees’ turnover intentions. In addition, this study inserts the concept of work adoptability to discuss the relationship between internal marketing practices and employee turnover intentions at different levels.

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