Managing the visitor's experience through internal marketing

Leighton, D and Varey, RJ 2007, 'Managing the visitor's experience through internal marketing' , in: Managing employee attitudes and behaviours in the tourism and hospitality industry , Nova Publishers, pp. 415-432.

Full text not available from this repository. (Request a copy)


There are many issues to face in taking the step forward in managing visitor experience rather than managing employee tasks. Taking the principles of internal marketing as a management strategy recognises that this requires particular emphasis on the management for front-of-house staff whose actions in a situation create the experience for the visitor. But, because the experience is co-produced, staff action has to be responsive and responsible and is in essence within a communicative role. The separation and distinction between internal and external customer is weakened and largely eroded in this special interaction situation where both attitude and communication have to be specially managed.

Item Type: Book Section
Editors: Kusluvan, S
Additional Information: Chapter 22 within book
Themes: Subjects / Themes > G Geography. Anthropology. Recreation > GV Recreation Leisure
Subjects / Themes > H Social Sciences > HF Commerce > HF5001 Business
Subjects outside of the University Themes
Publisher: Nova Publishers
Refereed: Yes
ISBN: 9781590336304
Depositing User: H Kenna
Date Deposited: 29 Jan 2009 10:05
Last Modified: 27 Aug 2021 22:06

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)