Empirical Research of Internal Marketing in China's Star Hotels

Abstract

In order to reveal internal marketing effect in China's Star hotels, structural equation model (SEM) is used in this paper. By employee satisfaction index system, customer satisfaction index system, data collection and model validation, SEM can effectively reveal the effect of internal marketing of the hotel industry. For illustration, 276 samples were selected from seven provinces and cities, in which 192 valid data were obtained. The empirical results show that the minimum value of load factor of 24 indicators was 0.56, and were significantly stronger (T value of the minimum was 2.76). Therefore, the validity of findings was good. The minimum value of the Cronbach a coefficient was 0.8818, so the reliability was higher. The empirical research has revealed that because China's Star hotels carry out internal marketing, they has achieved satisfying results, but the potential expansion can be still much in the future. Face of the global hotel market competition, China's hotel industry is still to have some underlying strength. The conclusions can provide scientific and reasonable theory reference for internal marketing in China's Star hotels.