Hotel internal branding: A participatory action study with a case hotel
YC Wang, J Yang, CE Yang - Journal of Hospitality and Tourism …, 2019 - Elsevier
Successful hotel branding requires the management of both external and internal branding.
External branding has been widely studied to understand how hotel brands connect with
customers; however, internal branding targets internal employees, and the practice is not
well understood by hoteliers. For that reason, this study proposes a framework for
implementing internal branding in hotel organizations. We analyzed an internal branding
project for three consecutive years using a participatory action study. The findings of this …
External branding has been widely studied to understand how hotel brands connect with
customers; however, internal branding targets internal employees, and the practice is not
well understood by hoteliers. For that reason, this study proposes a framework for
implementing internal branding in hotel organizations. We analyzed an internal branding
project for three consecutive years using a participatory action study. The findings of this …
Hotel internal branding: a participatory action study with a case hotel.
WYC Wang YaoChin, YJ Yang Jing, YCE Yang ChuEn - 2019 - cabidigitallibrary.org
Successful hotel branding requires the management of both external and internal branding.
External branding has been widely studied to understand how hotel brands connect with
customers; however, internal branding targets internal employees, and the practice is not
well understood by hoteliers. For that reason, this study proposes a framework for
implementing internal branding in hotel organizations. We analyzed an internal branding
project for three consecutive years using a participatory action study. The findings of this …
External branding has been widely studied to understand how hotel brands connect with
customers; however, internal branding targets internal employees, and the practice is not
well understood by hoteliers. For that reason, this study proposes a framework for
implementing internal branding in hotel organizations. We analyzed an internal branding
project for three consecutive years using a participatory action study. The findings of this …
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