Building Employee Engagement Using Internal Marketing Instruments: the Case of Hotel Industry

This master' research is devoted to the study of the impact of internal marketing tools on the engagement of hotel staff. Theoretical basis for writing this scientific work are researches of the following authors: P. Ahmed, M. Rafik, N. Morgan, G. Azoev, J. Rande, E. Novatorov, O. Saganova, V. Kevorkov, D. Shevchenko. Barry, A. Parasuraman, C. Grenrus, E. Gamesson, K. Foreeman, R. Bury, B. Lewis, N. Pierce. This work consists of three chapters: the first chapter examines the development of the concept of internal marketing, the tools of internal marketing and its effectiveness, defines the concept of internal marketing and engagement, as well as the analyzed effectiveness of internal marketing, relying on foreign research. The second chapter describes the methodology of the study, influence of internal marketing tools on the engagement of Hilton Leningradskaya hotel staff. The third chapter analyzes the data received and develops recommendations to increase the level of engagement of Hilton Moscow Leningradskaya employees using internal marketing tools. According to the results of the study, it was revealed that internal marketing tools can increase the level of engagement of the Hilton Leningradskaya employees, and the most effective internal marketing tools were identified.