Internal Marketing and Competitiveness in Hotels

This chapter presents a reflection on the importance of internal marketing and human resources management in the competitiveness and differentiation of the hotel industry, particularly in the Greek context. As tourism is a science that has evolved greatly over time, it was necessary to analyze and carry out a literature review on its evolution and development over time, as well as the phenomenon of seasonality and its impacts and how marketing, through a branch focused on endomarketing and the study of consumer behavior, both internal and external, can help combat seasonality. From an interdisciplinary perspective, this chapter provides insights for marketing, tourism and hotel management.