Abstract:
Statement of the problem: Internal branding can be considered as an important human activity for
gaining competitive advantages. Repeatable experiences in hotels depend heavily on the consistent
behaviors of human resources. Developing a native model and repeatability of customer experience in
hotels is a practical and yet fundamental need for internal branding. Since no attempt has been made
to introduce the native brand management model in Tehran hotels, the research question of the current
paper includes: what is the model for the internal brand management of hotels in Tehran?
The purpose of the research: The present study seeks to introduce the model of internal brand
management which hs been obtained by using related data of Tehran Hotels from the view of experts
with managerial and supervisional experiences.
Methodology: This qualitative research has been done by using the grounded theory method and an
encoded interview for 18 experts. The experts of this research have an experience of over 12 years
management in Tehran hotels and they have higher education degree in management or marketing
that has made the theoretical saturation possible through using snowball sampling. Therefore, after the
coding of the texts, 535 open code, 18 sub-categories and 6 main categories have been identified.
Conclusion: Results indicated that recruitment and training are the most important causal factors,
manager behaviors and brand-oriented incentives are the most important strategic factors, and the
consequences of employees and guests are the most important consequence factors. The manager as
a fundamental element, and at the role of the brand translator, model and teacher makes possible the
achievement of the internal brand.
The obtained model can be tested and revised in other service sectors, but it is recommended that these
types of studies with emphasis on this field also be carried out in the other parts of Iran’s tourism industry.