نطاق انفاذ ممارسات التسويق الداخلي في سلوك المؤسسات السياحية والفندقية الجزائرية في إطار تبنيها مخطط جودة السياحة للإرتقاء بخدماتها

Abstract

This study derives its importance from the position of the tourism and hotel sector in the era of service economics, so the tourist and hotel establishments have moved towards adopting the concept of quality as an imposed requirement and not an option adopted to meet the challenges of the business environment, and the internal marketing has become one of the approved strategies to reach excellence, as it aims to care and care for human resources within institutions, relying on several policies and practices that develop human resource competencies and skills. So, the tourism and hotel establishments in Algeria have been steadily adopting the principles and dimensions of internal marketing to achieve their competitive advantage, based on the quality of services based on the efficiency of human resources, this is in line with the tourism quality scheme, which is the basis for a new policy adopted by Algeria through the unification of Algerian professionals in the tourism sector for the voluntary approach to quality. From this standpoint our search came to enrich this discussion, which revolves around the areas of the impact of the adoption of the concept of internal marketing by tourism and hotel institutions in improving the services it provides