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EMAC 2022 Annual

Internal Branding in Tourism: A State-of-the-art Review

Published: May 24, 2022


Karin Foidl-Mehrlaender, Fachhochschule Salzburg GmbH


Internal branding initiatives have different impacts on employees and on customers. The purpose of this literature review is to provide a comprehensive framework to understand internal brand management initiatives in the tourism context. Therefore, this paper reviews and analyses existing literature on internal branding in tourism that has been published in the last 20 years. Internal branding research in tourism is described and analysed in historical and geographical contexts. The key contribution of this review is that it provides a conceptual framework of actions and strategies of internal brand management in tourism, influencing factors, and consequences that can serve as a point of departure for future research endeavours.