Research On The Influence Mechanism Of Internal Marketing On Employee Satisfaction In Tourism Enterprises

Modern tourism has become an important way of leisure and tourism related businesses is to thrive,however,in recent years,the evaluation of tourism enterprises to provide services is uneven,especially the emergence of all kinds of negative evaluation,the development of tourism industry caused great distress,to explore the cause of the negative evaluation,also becomes especially important.How to carry out the internal marketing measures of tourism enterprises,improve staff satisfaction,improve service quality,and produce satisfied customers has great theoretical and practical significance.Through literature research,this paper sorts out the concept connotation and influence of internal marketing of tourism enterprises,the concept connotation and influence factors of employee satisfaction,and the concept connotation and effect of employee job involvement.With reference to mature scales and under the guidance of mentors and experts,variable measurement indexes and questionnaires were designed to select tourism enterprises in Hainan Province(Sanya is the main)as the survey objects,and employees of hotels,travel agencies,scenic spots,tourism shops and other types of tourism enterprises were investigated.Finally,SPSS23.0 and AMOS23.0 were used for data analysis and structural equation verification of 307 valid data recovered.To explore the influence mechanism of internal marketing on employee satisfaction in tourism enterprises,based on the theory of positive psychology,and taking employee job involvement as the intermediary variable.The final conclusion is as follows:(1)Internal marketing of tourism enterprises has no direct positive influence on employees’ job satisfaction(β=0.16,P <0.05).(2)Internal marketing of tourism enterprises has a direct and significant positive impact on job engagement(β=0.91,P<0.05).Management support and training development both have a positive impact on job engagement with the same influence coefficient,but vision communication does not directly have a positive impact on job engagement.(3)Job involvement has a direct and significant positive influence on employee satisfaction(β=0.52,P <0.05).(4)Job involvement plays a mediating role between internal marketing and employee satisfaction,and the mediating rate is 100%,which plays a complete mediating role.The above research conclusion reflects the tourism enterprise internal marketing impact on employee satisfaction is through ascension work mediation role of investment,indirect positive effect on employee satisfaction,on the basis of the research conclusion,for tourism enterprises to carry out the internal marketing activities put forward some related Suggestions:(1)deepen tourism enterprise internal marketing idea consciousness;(2)Improve the internal marketing system of enterprises;(3)Pay attention to the job engagement of employees,and finally put forward the shortcomings of this study and the prospect of future related research,providing new ideas for the development of tourism enterprises.