Endomarketing: um estudo de caso em um hotel do Centro-Oeste de Minas Gerais Bambuí

Internal marketing has been gaining more and more traction in companies, with managers now focusing not only on external customers but also on their employees. This study aims to analyze the impact of internal marketing tools on employee motivation and engagement when appropriately applied. A small hotel located in the central-west region of Minas Gerais was chosen as the study subject. Through semi-structured interviews with managers and employees, the organization's perspective on internal marketing tools was sought to be understood. The interviews were analyzed individually and comparatively to identify improvement opportunities by the end. The results indicated that the organization still has much to enhance regarding its internal marketing. Weaknesses were identified in internal communication and its channels, training processes, and defining the company's identity. It was also noted that the company lacks a defined mission, vision, and values, as well as an understanding of its organizational culture and leadership style. Based on the results obtained, this study reinforces the importance of internal marketing in fostering employee loyalty and strengthening the relationship between employees and the company.