Intra-organizational Branding Model in Tehran's Services and Tourism Sector | ||
| فصلنامه مطالعات مدیریت گردشگری | ||
| Article 3, Volume 14, Issue 46, December 2019, Pages 79-109 PDF (5.13 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.22054/tms.2019.10428 | ||
| Authors | ||
| Saeed Shafia* 1; Mirali Seyyed Naghavi* 2 | ||
| 1Instructor, Department of Tourism Management, Faculty of Tourism, University of Science and Culture, Tehran, Iran | ||
| 2Associate Professor, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran | ||
| Abstract | ||
| In branding projects, the lack of a suitable domestic model for branding causing inefficiency. The aim of this research is to provide a model based on the human activities of the tourism sector of Iran. This fundamental research is of a qualitative type, which was done using grounded theory; so, the research data were collected using the library studies and interviews with 20 managers familiar with this concept. Findings show that institutionalization of a brand in human resources is the main phenomenon of internal branding and communication, educational, knowledge management and human resources management play the role of causal factors. Also, leadership-facilitation and motivational-management categories have a strategic role in this model. The innovation of this research is the presentation of a model derived from the background data of the Iranian community. Until now no other model was proposed for the tourism and services sector of Iran. This study showed that the internalization and alignment of employees with the brand not only results in desirable employee outcomes, but also leads to financial rewards, stakeholder interests, and desirable spiritual outcomes. Therefore, domestic branding is an inward measure for the development of all sectors of tourism. | ||
| Keywords | ||
| Internal Branding; Intra-organizational Branding; Institutionalization of Brand in the Human Resources; Grounded Theory | ||
| References | ||
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