Chapter 5: How to develop hotel brand internalization among hotel employees
Restricted access

The main purpose of this study is to explore the perspective of hotel employees on hotel brand internalization. Previous studies on hotel brand internalization were largely about employees’ behavior and customers’ perceptions. Relatively little is known about the stages or variables inherent in the brand internalization process. Developing a conceptual model to theoretically and realistically describe how hotel brand internalization takes place will further research in this area. In this study, a qualitative approach was used, involving in-depth interviews with 26 front-line employees from hotels with well-known brands to identify significant themes that drive the brand internalization process. Five key themes were derived from the qualitative data; a conceptual model and a measurement scale were then developed which contributed to an understanding of the basic conditions necessary for hotel brand internalization and hotel management.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with your Elgar account