Proceedings of the First International Conference on Applied Science and Technology (iCAST 2018)

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Model of Internal Marketing in Enhancing Tourism Brand of North Sulawesi, Indonesia

Authors
Nancy Mandey, Mikke Marentek, Daisy Sundah, Cysca Langi
Corresponding Author
Nancy Mandey
Available Online 13 August 2020.
DOI
10.2991/assehr.k.200813.035How to use a DOI?
Keywords
internal marketing, internal branding, tourism
Abstract

The restaurant industry in Indonesia has experienced very rapid growth in recent years. Restaurants are increasingly aware of the need to market, develop and promote the restaurant industry as part of tourism products. Currently in North Sulawesi, the internal marketing brand has not been well developed. The results of the 2016 study showed that training and development in restaurants was still low. In addition, employees who work in restaurants only pay attention to their own task areas and are not customer oriented. This has an impact on internal marketing brands that have not been maximized. Therefore, this study aims to analyse the meaning of “internal marketing” according to managers / owners and employees and to analyse the meaning of the relationship “internal marketing” with “brand” restaurants in North Sulawesi according to managers / owners and employees. Quantitative research methods will be used with PLS analysis tools to analyse data. The perception of 181 respondents from the questionnaire obtained the results of the study of the meaning of “internal marketing” according to employees that employees are needed in channelling brand value and employees are internal customers who channel internal brands.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the First International Conference on Applied Science and Technology (iCAST 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 August 2020
ISBN
978-94-6239-042-3
ISSN
2352-5398
DOI
10.2991/assehr.k.200813.035How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Nancy Mandey
AU  - Mikke Marentek
AU  - Daisy Sundah
AU  - Cysca Langi
PY  - 2020
DA  - 2020/08/13
TI  - Model of Internal Marketing in Enhancing Tourism Brand of North Sulawesi, Indonesia
BT  - Proceedings of the First International Conference on Applied Science and Technology (iCAST 2018)
PB  - Atlantis Press
SP  - 154
EP  - 159
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200813.035
DO  - 10.2991/assehr.k.200813.035
ID  - Mandey2020
ER  -