Abstract:
The major objective of this study is to explore the impact of
internal marketing practices of hotel sectors in Sri Lanka on its
employees’ commitment towards the hotels. Reward, development, internal
communication, and leadership were used as internal marketing components in
this study. To meet the objective of the study, 244 employees of different
categories in the hotel sectors were taken as a sample. SmartPLS3 was used to
analyse the collected data. Findings reveal that the internal marketing model
comprising rewards, development, leadership and internal communication is
significantly influencing organisational commitment. However, when we
analysed each variable, leadership and internal communication are significantly
contributing to the commitment of employees in the hotel sector in Sri Lanka.
Internal marketing components such as rewards and development are not
supported to influence the employee’s commitment in this study. As rewards
and development are important components of internal marketing, it is
recommended to the hoteliers to implement reward systems to the employees
and provide training and development activities to the employees to increase
the commitment of employees in the hotels in Sri Lanka.
