Impact of internal marketing on external marketing in tourism enterprises : a case study of madhya pradesh Kaurav Rahulpratap Singh1, Research Scholar, Chowdhary Nimit2, Dr., Professor, Shukla U.N.3, Dr., OSD 1ICM, Jiwaji University, Gwalior. M P, Email: rsinghkaurav@yahoo.co.in. 2Indian Institute of Travel and Tourism Management, Gwalior, M P Email: nimitchowdhary@gmail.com 3Madhya Pradesh Private University Regulatory Commission. Gwalior, Email:shukla.un@gmail.com ABSTRACT Internal marketing is having main focus on acquiring and retaining customer-oriented employees. A development-oriented economy requires organisations to attract and retain customers to ensure a sustainable competitive advantage. To achieve this aim, organisations must focus their efforts on developing and sustaining an organisational culture that emphasizes internal customer well-being as a means to attract and retain external customer. This paper explores the relationship between internal marketing and external marketing with special focus on tourism industry. We propose that in order to undertake successful marketing activities in dynamic business environment, the firms employees must be willing to offer the required effort to adapt rapidly and fluently to external environmental change. Based on the literature on internal marketing, external marketing and tourism industry, we propose a model that relates five key internal marketing practices to external marketing that build customer satisfaction and loyalty in tourism industry. This is an empirical paper, which focuses on the relationship between internal marketing and external marketing with reference to tourism enterprises. Data was collected from 100 tourism based enterprises of Madhya Pradesh. The finding revealed a positive relationship in differentiated dimensions between all the variables of the study. Top Key Words: Internal Marketing, External Marketing, Customer Satisfaction, Customer Loyalty, Competitive A dvantage. Top |