Electronic Internal Marketing for Tourism - A New Tourism Marketing Approach

Behavior intention is a key indicator that shows the success of tourism marketing strategies. The study is aimed to explain the effect of tourist experiences, satisfaction, trust, and behavior intention. Research location in the destination of Puthuk Setumbu, Borobudur. The research sample is the tourists who have visited Puthuk Setumbu Borobudur once, in Kurahan, Karangrejo Village, Borobudur District, Magelang Regency. The sample is the first time tourists because the research variable used is the intention to repurchase behavior. Data collected through a questionnaire. A total of 119 questionnaires were returned and data were analyzed using SEM AMOS. This research uses a relationship marketing approach. The results showed that there was a direct influence between tourist experience, satisfaction, trust and behavior intention.

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Business Education in Hong Kong

Review of Pacific Basin Financial Markets and Policies ◽

10.1142/s0219091598000338 ◽

1998 ◽

Vol 01 (04) ◽

pp. 555-568 ◽

Cited By ~ 1

Author(s):

Chi-Fai Chan ◽

Chan-Leong Chan ◽

Wai-Lam Cheng

Keyword(s):

Hong Kong ◽

Curriculum Design ◽

Customer Orientation ◽

Business Schools ◽

Internal Marketing ◽

Educational Goals ◽

Network Marketing ◽

Strategic Approach ◽

Extra Curricular Activities ◽

Marketing Approach

There is a big demand for business talents in Hong Kong. Nevertheless, business schools are not producing what businesses in the Special Administration Region (SAR) need. For this reason, administrators in business schools should adopt a strategic approach when they formulate their educational goals and strategies. Several key elements which are essential to the success of business schools are discussed in this paper: customer orientation, capabilities development, and relationship and network marketing. Based on the strategic approach, a number of recommendations are made: namely, the initiation of a student intake campaign, and the emphasis on better curriculum design, extra-curricular activities, alumni activities, and the adoption of an internal marketing approach.

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Kepuasan, Kepercayaan, Komitmen dan Loyalitas Mahasiswa

Jurnal Manajemen Bisnis ◽

10.38043/jmb.v18i2.2899 ◽

2021 ◽

Vol 18 (2) ◽

pp. 197-213

Author(s):

Asep Suhendar ◽

Eveline Yeremia ◽

Verra Aprilianty Mutohariatul

Keyword(s):

Academic Staff ◽

Internal Marketing ◽

Economic Competition ◽

Internal Resources ◽

Mediating Role ◽

Employees Satisfaction ◽

Foreign Universities ◽

Major Consideration ◽

Marketing Approach

Universities in Indonesia, including in Bandung, inspite of being a social organization, it must be able to compete with the foreign universities. Internal Marketing approach is one way to analyze the strengths of Internal Resources owned by a service company. This study examines the mediating role of satisfaction in trust and commitment relationships with loyalty in a University in Bandung. Sample size is 162 respondents whom taken by self-administered questionnaires from bureau academic staff of X University. This research shows that satisfaction is still a major consideration that cause loyalty, since there is a fully mediating role of satisfaction in trust and loyalty relationship. It means that trust should be elaborated into satisfaction firstly before turn into loyalty. The authors also make some recommendations, especially the recommendation that satisfaction is still an important factor in determining loyalty, It means that a universities in Bandung should developed employees’ satisfaction to survive in the borderless economic competition.

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