Proceedings of the First International Conference on Technology and Educational Science, ICSTES 2018, November 21-22 2018, Bali, Indonesia

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.21-11-2018.2282286,
        author={N H J Mandey and D I Sundah and Mikke Marentek and Cysca Langi},
        title={Model of Internal Marketing in Enhancing Tourism Brand of North Sulawesi, Indonesia},
        proceedings={Proceedings of the First International Conference on Technology and Educational Science, ICSTES 2018, November 21-22 2018, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICTES},
        year={2019},
        month={3},
        keywords={internal marketing internal branding tourism},
        doi={10.4108/eai.21-11-2018.2282286}
    }
    
  • N H J Mandey
    D I Sundah
    Mikke Marentek
    Cysca Langi
    Year: 2019
    Model of Internal Marketing in Enhancing Tourism Brand of North Sulawesi, Indonesia
    ICTES
    EAI
    DOI: 10.4108/eai.21-11-2018.2282286
N H J Mandey1,*, D I Sundah1, Mikke Marentek1, Cysca Langi1
  • 1: Politeknik Negeri Manado
*Contact email: nhjmandey@gmail.com

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 were still low. Also, employees who work in restaurants only pay attention to their 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 analyze the meaning of "internal marketing" according to managers/owners and employees and to analyze 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 analyze 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 channeling brand value and employees are internal customers who direct internal brands