Examination of the Relationship Between Employees Internal Marketing Levels and the Winter Tourism Service Quality Perceived by Tourists

OpenAlex · İngilizce

Using a relational screening model, this study aims to determine the relationship between the internal marketing levels of employees and the winter sports tourism service quality perceived by tourists participating in winter sports tourism.In the study, data from 974 participants, including 462 employees and 512 tourists, were collected to answer the research questions.The analysis of the data first involved the assessment of the validity and reliability of the data collection tools.Then, methods that are suitable for the data were identified, and the research questions were answered using parametric statistical techniques.The results showed that the internal marketing levels of the employees and the winter sports tourism service quality levels perceived by the tourists were high.Additionally, it was concluded that there is a weak, positive, and significant relationship between the internal marketing levels of the employees and the quality of winter sports tourism services perceived by the tourists.Moreover, the results showed that the internal marketing levels of the employees explained 1.4% of the winter sports tourism service quality perceived by the tourists.It was also determined that the internal marketing levels of employees and the winter sports tourism service quality levels perceived by tourists differ based on several variables.The study's results lead to several recommendations for researchers, decision makers, and practitioners.