Peculiarities of Internal Marketing in the Hospitality Industry in Kazachstan: The Role of Tourism in the Development of Hotel Business
Journal Title: Journal of Tourism and Services - Year 2013, Vol 4, Issue 5
Abstract
The peculiarity of the hotel industry is constant work with customers considering the staff as an integral part of the service. The effectiveness and focus of the staff of hotels are dealt with internal marketing, which is based on a customer-oriented approach and the concept of meeting consumer expectations. Internal marketing is the basis of the formation of the relationship between the customer and personnel. The paper sequentially reveals the main directions of internal marketing and features of its development in hospitality industry of Kazakhstan. The special accent is made on the challenges of internal marketing of Kazakhstani hospitality business. The first challenge of internal marketing is undeveloped personnel policy that is significantly different from international: a weak educational system, post-Soviet mentality, a little experience in servicing interfere in the creation of a flexible service system and lead to common errors typical for post-Soviet period. There is an evident discrepancy between requirements for hotel personnel and content of educational programs of Kazakhstani universities. The comparative analysis revealed that foreign educational programs include profound courses developing communication skills and knowledge of corporate culture fundamentals. The second challenge of internal marketing is ineffective motivation of personnel that causes a high rate of employee turnover. In common hotels of the Republic of Kazakhstan require from their human resources a foreign languages competence and higher education ignoring the necessity of customer service skills. The special focus is made on issues of human resource training for hospitality industry. Additionally, the comparative analysis of the HR training program for hospitality business of Southeast Asia and Kazakhstan was conducted. The paper concludes the essential character of motivational system improvement in the field of hospitality business basing on advanced international practice.
Authors and Affiliations
Nataliya Sokhatskaya
Keywords
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