SAFRANBOLU KONAKLAMA İŞLETMESİ YÖNETİCİLERİ AÇISINDAN İÇSEL PAZARLAMA, GİRİŞİMSEL ORYANTASYON VE İNOVASYON ARASINDAKİ İLİŞKİLERİN DEĞERLENDİRİLMESİ

Burcu ÇİMEN YURT, Halime GÖKTAŞ KULUALP

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Abstract

Accommodation businesses operating in the field of tourism, which is a part of the service sector, must
first consider the needs of their employees in order to be able to take innovative and entrepreneurial actions and
better meet consumer needs in a competitive environment. In this direction, the adoption and implementation of
internal marketing activities by the managers is important in ensuring the motivation, commitment and employee
satisfaction of the employees who are internal customers. This research; The aim of this study was to examine the
relationship between internal marketing, entrepreneurial orientation and innovation of accommodation business
managers operating in the field of tourism. The sample of the research consists of the managers of 128
accommodation enterprises operating in the field of tourism in Safranbolu district of Karabük province. A total of
80 accommodation business managers, 10 women and 70 men, participated in the study. Quantitative research
method was used in this study. The analysis of the data was obtained by the questionnaire technique using the
SPSS 25 package program. In order to analyze the data, "correlation analysis", "explanatory factor analysis" and
"frequency analysis" were performed. As a result of the research; It was concluded that there is a moderate and
positive relationship between internal marketing and entrepreneurial orientation. In addition, no statistically
significant relationship was found between internal marketing and innovation. However, no statistically significant
relationship was found between entrepreneurial orientation and innovation.

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Published

2022-10-31

How to Cite

SAFRANBOLU KONAKLAMA İŞLETMESİ YÖNETİCİLERİ AÇISINDAN İÇSEL PAZARLAMA, GİRİŞİMSEL ORYANTASYON VE İNOVASYON ARASINDAKİ İLİŞKİLERİN DEĞERLENDİRİLMESİ: Burcu ÇİMEN YURT, Halime GÖKTAŞ KULUALP. (2022). Uluslararası Turizm, Ekonomi Ve İşletme Bilimleri Dergisi (IJTEBS) E-ISSN: 2602-4411, 6(2), 93–108. Retrieved from https://ijtebs.org/index.php/ijtebs/article/view/550

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