واكاوي عوامل موثر در برندسازي داخلي هتل هاي منتخب شهر يزد با رويكرد كيفي

Analyzing the Effective Factors in the Internal Branding of Hotels in Yazd With a Qualitative Approach

از آنجا كه نيروي انساني تأثير بسزايي در شكل‌گيري تصوير مثبت از سازمان در ذهن مشتريان دارد، لذا امروزه در فرآيند برندسازي داخلي پرسنل نقش با اهميتي در انتقال وعده هاي برند به مشتريان دارند. از اين رو هدف پژوهش حاضر واكاوي و شناسايي عوامل موثر در برندسازي داخلي از ديدگاه دست‌اندركاران اجرايي مي‌باشد. روش پژوهش حاضر كيفي و دادهاي حاصل از مصاحبه با 19 نفر از دست‌اندركاران اجرايي هتل هاي شهر يزد كه به روش نمونه گيري گلوله برفي انتخاب شده اند با استفاده از روش تحليل مضمون و نرم افزار Nvivo تحليل شده اند. مجموعه داده‌ها پس از كدگذاري شامل 364 مضمون پايه، 32 مضمون سازمان دهنده و 9 مضمون فراگير است. نتايج پژوهش نشان داد مجموعه عوامل موثر در برندسازي داخلي از ديدگاه دست‌اندركاران اجرايي هتل ها شامل آموزش، پايش، ارتباطات موثر، جلسات موثر، مشتري مداري، رهبري، گزينش و استخدام، جبران خدمات و كيفيت زندگي كاري است.

Introduction Because human resources have a great impact on forming a positive image of the organization in customers' minds, today, in the internal branding process, personnel have an important role in conveying brand promises to customers. It is worth mentioning that in tourism, the main interaction of tourists is with hotels, and the human resources of hotels play a valuable role in this regard. Experienced and knowledgeable human resources are a major indicator of an organization's superiority over other organizations that can play a key role in branding hotels in the minds of tourists. On the other hand, because the focus of internal branding is on human resources and human resources have an effective role in tourism development, comprehensive analysis and identification of factors affecting internal branding can solve the problems in this area. Paying attention to the issue of internal branding leads to paying attention to the useful experiences of executive experts in the field of internal branding. Therefore, the main purpose of this study is to investigate and identify the factors that play an effective role in the internal branding of hotels from the perspective of tourism executives, i.e., managers and employees. Materials and Methods Based on the research onion model, the Present study is developmental because it seeks to analyze the factors affecting internal branding from the perspective of executives and is practical because the results can be implemented as a design in tourist hotels. It is also qualitativeinterpretive research and considering that it reaches from part to the whole, this research has an inductive approach. This research uses a thematic analysis strategy in terms of strategy. Considering that this research seeks to explore and extract the factors affecting internal branding, this research is an exploratory type that is done in a single section. Finally, in terms of the data collection method, it is done by semi-structured interview method. The study's statistical population includes all employees and managers of hotels in Yazd, who are considered as executives (practical experts). Hence, the data were obtained from 19 employees and selected Laleh three-star, four-star Dad, four-star New Jad, four-star Mushir al-Malak, and five-star Safaieh hotel managers' using the snowball technique and were analyzed by Nvivo software. Discussion and Results The data after coding includes 642 initial codes, 32 themes, and nine broad categories. The results showed that the effective factors in internal branding from the perspective of hotel executives include training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, compensation, and quality of working life. In general, considering the number of basic themes in each broad category, it can be said that selection and employment, compensation, leadership, and effective communication have been considered important factors, an‎d prioritizing in influencing internal branding from the perspective of the human resources. Conclusions As a key factor in attracting tourists and increasing their satisfaction, hotels need to pay more serious attention to the concept of domestic branding in addition to foreign branding. Given that human resource management can help improve the branding of hotels in the field of human resources and pave the way for attracting more tourists, hotel managers must focus more on this issue and its reinforcing factors. Efforts to select the right employees and for their desired selection, compensate the services, actions of employees with appropriate and performance-based rewards, increase managers' knowledge of optimal leadership styles in the field of hospitality, and good and dynamic relationships between employees and managers in hotels can favor the views of customers and tourists. Also, they can have a result in developing tourism and hotel management.