نوع مقاله : مقالۀ ترویجی
پژوهشگر دکتری مدیریت گردشگری / دانشگاه علم و فرهنگ
عنوان مقاله [English]
Companies and organizations which provide products and services using standardization and quality control methods attempt to develop a conventional and repeatable level of experience for their customers. But, it is not possible to examine the target when the basic variables associated with the issue are uncontrollable or highly objective-subjective. Tourism services are multilateral issues affecting communication among tourists, workers and the environment providing services, therefore, it bears multiple aspects of subjective, objective and subjective-objective considerations. Branding was introduced to management literature of tourism organizations with the same purpose and is oriented to determine the direction of positioning and imagination in customers’ mindset before experiencing any tourism services. Although considering servicescape and branding in tourism organizations are accounted as a solution to promote competitiveness and to overcome existing challenges in providing services, there is a human link missing which needs further exploration. The human factor and internal branding program are two issues which can be considered as the missing links servicescape and branding. This paper is aimed to recognize what internal branding within the tourism corporates to improve servicescapes by using library studies and reviewing theoretical foundations applying experts' opinions and author’s experiences.