بررسی تاثیر بازاریابی داخلی بر کامیابی در کار (مطالعه موردی: صنعت گردشگری شهر کرمان)

This study aims to examine the impact of internal marketing on thriving at work, investigating the mediating roles of job passion and job embeddedness, as well as the moderating role of abusive supervision.

The research is applied in nature and descriptive-explanatory in method. The statistical population comprised all employees working in both private and public sectors within the tourism industry of Kerman city (including the Cultural Heritage, Tourism and Handicrafts Organization, hotels, cafes, and restaurants). A sample of 130 employees was randomly selected. Data were collected using a standardized questionnaire. The content validity was confirmed by expert opinions, and reliability was verified using Cronbach’s alpha coefficient. Data analysis was performed using Structural Equation Modeling (SEM) via Smart PLS software.

:The results indicated that internal marketing has a significant positive effect on both job passion and thriving at work. Furthermore, job passion leads to increased job embeddedness, and job embeddedness significantly contributes to thriving at work. However, the moderating role of abusive supervision in the relationships between the study variables was not supported. Overall, the results highlight the importance of focusing on internal marketing and employee motivational factors to enhance organizational development, productivity, and growth within tourism organizations.