مجلة أبحاث ودراسات التنمية - Revue Recherches et Etudes en Développement -
Volume 12, Numéro 2, Pages 417-439
2025-12-31

Internal Marketing As A Driver Of Corporate Image: Evidence From Tourist Agencies In Algeria



Authors : Guerad Yacine . Derradji Raki . Allam Athmane .

Abstract

This study investigates the impact of internal marketing on the corporate mental image of tourist agencies from the perspective of their employees. The research aims to determine how key dimensions of internal marketing—appointment and recruitment, training, motivation, administrative empowerment, internal communication, and administrative support—shape employees’ perceptions of their organization’s image. Data were collected during the 2024 analysis period through a structured questionnaire distributed to employees of selected tourist agencies in Algeria. The study employed a descriptive and analytical approach, supported by correlation and multiple regression analyses using SPSS (version 24). The empirical results reveal a statistically significant relationship between internal marketing and the organizational mental image (R = 0.461, p < 0.05). Appointment and recruitment and administrative empowerment emerged as the most influential predictors, while motivation, training, and managerial support also contributed positively. However, internal communication did not show a significant independent effect. These findings clarify the research problem by demonstrating that well-structured internal marketing practices enhance employees’ perceptions of their organization’s credibility and attractiveness. The study concludes that internal marketing constitutes a strategic managerial tool for strengthening internal cohesion and corporate image, offering both theoretical and practical implications for improving competitiveness in the tourism sector.

Keywords

Internal marketing ; corporate image ; empowerment ; tourism sector ; Algeria

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