1. DOES INTERNAL MARKETING FOSTER EMPLOYEE CREATIVITY IN THE HOSPITALITY INDUSTRY? A CONCEPTUAL APPROACH
Matina Gjurasic, mag.oec., Lecturer
Suzana Markovic, PhD, Full Professor
Libertas International University
University or Rijeka,
Faculty of Tourism and Hospitality Management,
Opatija, Croatia

2. OUTLINE Purpose Design/methodology Findings
Originality of the research

3. PURPOSE Hospitality Industry
Internal Service Quality- competitive differentiation
Creative and Innovative employees provide exceptional service
Internal Marketing
No research which suggests that the successful implementation of internal marketing fosters employee creativity in the hospitality industry.

4. ORIGINALITY OF THE RESEARCH
In depth literature review
Internal Service Quality
Employee Creativity & Innovation
Internal Marketing
Creation of a conceptual model, which suggests that the successful implementation of internal marketing fosters employee creativity in the hospitality industry.

5. KEYWORDS Internal Marketing Internal Service Quality,
Employee Creativity and Innovation,
Hospitality industry

6. INTERNAL SERVICE QUALITY

7. INTERNAL SERVICE QUALITY

8. INTERNAL SERVICE QUALITY

9. EMPLOYEE CREATIVITY & INNOVATION

10. EMPLOYEE CREATIVITY & INNOVATION

11. EMPLOYEE CREATIVITY & INNOVATION

12. EMPLOYEE CREATIVITY & INNOVATION

13. INTERNAL MARKETING

14. INTERNAL MARKETING

15. INTERNAL MARKETING

16. INTERNAL MARKETING

17. INTERNAL MARKETING

18. INTERNAL MARKETING

19. CONCEPTUAL FRAMEWORK

20. CONTRIBUTIONS Theoretical implications Practical implications
The in-depth literature review of three variables
Conceptual model creation
Practical implications
Guidelines for hotel manager to achieve success

21. LIMITATIONS & FUTURE RESEARCH
Research is limited to the hospitality industry
Future studies should incorporate qualitative analysis and extend it to other industries

22. Thank you for your attention!
Matina Gjurašić, mag.oec., Lecturer
Suzana Marković, PhD, Full Professor
Libertas International University,
University or Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia