Author Description

This book is intended to contribute to research in internal marketing in tourism, a concept, carried forward from services marketing. Many researchers supported the idea of creating a superior experience for the customer, which many others supported it for helping in delivering what has been promised by the company. The second dimension of this book is about destination performance, adopted from tourism discipline. In today's hyper-competitive business scenario, more than three-quarters of the money and time spent by companies go towards acquiring and retaining customers. Customer-centricity is the buzzword. In the case of the tourism industry, this phrase is all the more relevant. This book will be useful to the researchers, academicians, and practitioners too. They will find it valuable in planning, designing and implementing a proper strategy for developing the internal publics, which in turn will maximize the performance of destinations.