内部营销视角下的旅游景区与员工关系管理策略研究

内部营销是把营销的视角从企业的外部转移到了内部．以企业的人力资源管理为出发点和手段来达到使顾客满意的目的。将内部营销理念引入到旅游景区经营之中，通过员工关系管理策略实现员工满意，最终获得顾客满意和顾客忠诚，形成景区的竞争优势。

The Relationship Management Strategy Between Tourist Attraction and Employee Based on Internal Marketing

Internal marketing transfers the marketing perspective from the external of enterprise to the internal, and bases of enterprise human resource management as the starting point and means to achieve customer satisfaction. This paper introduces the concept of internal marketing to the tourist attraction operating, ultimately to obtain customer satisfaction and customer loyalty by achieving staff satisfaction by relationship management strategy, and to create the competitive advantage.