| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 100 === Many brand image literature reviews are using an “external” point of view and are emphasizing that companies should take strategic and tactic methods to reach the public. Moreover, these reviews claim that all marketing should focus on brand positioning and brand meaning, which includes the importance of “internal brand positioning”, especially in the service industry. All members should deeply appreciate their brand spirit. How to convey brand philosophy efficiently to customers is an important part in service management, as is making staff realize and internalize the value of the brand as a necessary condition to shape a successful service brand.
According to the above motivation, this research analyses the implementation of internal branding in international tourist hotels and the effect of internal branding on employees’ brand behaviors. 801 questionnaires were delivered to international tourist hotels staff and 661 return questionnaires were received.
The results showed that internal branding and employee brand commitment had significant effect on behavior; the internal branding, employees’ brand commitment, and their behaviors significantly differ according to personal variables such as gender, age, education, work experience, and hotels.
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