Fatemeh Baghaienia; mohammad shaker ardakani; nahid amrolahi; Ali Behjati Ardakani
Abstract
Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify ...
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Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify the factors affecting internal branding from the perspective of executives. The method of this research is qualitative and the data obtained from interviews with 19 executives of hotels in Yazd who have been selected by snowball sampling method and have been analyzed using thematic analysis method and Nvivo software. The data after coding includes 642 initial codes, 32 themes and 9 comprehensive categories. The results showed that the effective factors in internal branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, service compensation and quality of working life.
Saeed Shafia; Mirali Seyyed Naghavi
Abstract
In branding projects, the lack of a suitable domestic model for branding causing inefficiency. The aim of this research is to provide a model based on the human activities of the tourism sector of Iran. This fundamental research is of a qualitative type, which was done using grounded theory; so, the ...
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In branding projects, the lack of a suitable domestic model for branding causing inefficiency. The aim of this research is to provide a model based on the human activities of the tourism sector of Iran. This fundamental research is of a qualitative type, which was done using grounded theory; so, the research data were collected using the library studies and interviews with 20 managers familiar with this concept. Findings show that institutionalization of a brand in human resources is the main phenomenon of internal branding and communication, educational, knowledge management and human resources management play the role of causal factors. Also, leadership-facilitation and motivational-management categories have a strategic role in this model. The innovation of this research is the presentation of a model derived from the background data of the Iranian community. Until now no other model was proposed for the tourism and services sector of Iran. This study showed that the internalization and alignment of employees with the brand not only results in desirable employee outcomes, but also leads to financial rewards, stakeholder interests, and desirable spiritual outcomes. Therefore, domestic branding is an inward measure for the development of all sectors of tourism.
