| Summary: | This study, which draws upon specialized literature and empirical
evidence, aims to characterize the underlying structure of the construct
‘Internal Marketing Orientation’ (IMO). As a consequence six
underlying factors are identified: exchange of values, segmentation of
the internal market, internal communication, management concern,
implementation of management concern and training. It also evaluates
the degree of Spanish hotels’ IMO, classifying them into three different
groups according to their level of IMO. Findings indicate that a higher
degree of IMO is found when the company belongs to a hotel chain,
while no other variables such as hotel size or category have proven to
be significant.
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