Investigating the Impact of Internal Marketing on Work Flourishing (Case Study: Tourism Industry of Kerman City)

Document Type : Original Article

Authors
mahta chaboki 1
mohammad mehdi poursaeed 2
saeid dehyadegari 2
1 Master's student in Business Administration, Department of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
2 PhD in Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
10.22034/jmek.2026.580456.1200
Abstract
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. A sample of 130 employees was randomly selected. Data were collected using a standardized questionnaire. 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.
Keywords
Internal Marketing
Job Passion
Job Embeddedness
Abusive Supervision
Thriving at work
Subjects

 

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  • Receive Date 05 November 2025
  • Revise Date 13 February 2026
  • Accept Date 18 March 2027