The Effect of Internal Marketing Practices on Organizational Commitment in Hotel Enterprises: Antalya Sample

This research aims to determine the level of use of internal marketing practices of hotel enterprises the effect of employees on organizational commitment. Also, in the research, it is intended to detect the relationships between internal marketing practices scale and "development", "award" and "vision" dimensions which are its sub-dimensions and organizational commitment scale and "affective", "normative" and "continuance” commitment which are its sub dimensions. In the research, the questionnaire, which was used as data collection technique, was applied to 862 five-star hotel staff who formed the sample group. In addition to descriptive statistics, t test, variance analysis, correlation and regression analysis were used to analyze the data. According to results; there is a positive and strong relationship between the level of use of internal marketing practices and the organizational commitment of employees. The sub-dimensions of internal marketing practices also have a significant effect on organizational commitment. While the strongest effect is the "award" dimension, the variable with the lowest effect emerges as the "vision" dimension. In addition, there are strong positive relationships between internal marketing practices and sub-dimensions of organizational commitment. While the strongest relationship is in the dimension of “affective commitment”, the lowest relationship is determined in the dimension of “continuance commitment”