Internal marketing in a family business hotel : Case study: Jugend Home hotel

Abstract

This thesis was commissioned by Jugend Home hotel, a family business hotel situated in Jakobstad, Finland. The commissioner of this thesis was Annika Heitala. The aims of this thesis were to show the importance of internal marketing in a small business hotel, to get an idea of how internal rnarketing helps to motivate employee and to find out that internal marketing plays important role in the success of a hotel. This thesis consists of mainly three parts. They are an introductions, theoretical framework and practical study respectively. Introduction part represents the theme of the work and it describes how all the works in the thesis will be done. Theoretical framework talks about internal marketing, how to motivate employees, hotels and importance of internal marketing in a hotels.

Practical part presents about the research method that has been used in this thesis. The research method used in this thesis was qualitative case study and to support the case study, semistructured interview with commissioner was done.

The study showed that internal marketing plays a very vital role in the development of every aspects of a hr:tel. It was also noticed that the concept of internal marketing is equally important in big hotels as well as small family business hotels. The hotel's management was practicing many strategies in a hotel so that they could make satisfied employees and customers.