Original scientific paper
https://doi.org/10.31784/zvr.14.1.1
The impact of internal communication satisfaction on brand value co-creation in the hotel industry
Đina Bešker
; Hospitality and Gastronomy study program, University of Split, Split, Croatia
Ivana Jadrić
; Hospitality and Gastronomy study program, University of Split, Split, Croatia
*
* Corresponding author.
Abstract
The hotel industry, as one of the most important segments of the tourism sector, requires effective management of relationships with external and internal stakeholders. In this context, managers are constantly looking for new tools that can help them effectively develop relationships with employees and strengthen the brand value of organizations. High-quality employee relations bring a number of long-term benefits. In addition to increasing retention and loyalty to the organization, employees with positive relationships with superiors often act as ambassadors for the company in their community, helping to build the organization’s brand and market positioning. Previous studies suggest that effective management of public relations, especially through internal and external communication, can significantly improve the image of tourism organizations. Previous research has also confirmed the importance of co-creation of value as an effective tool in the process of brand development. In this study, conducted in hotel organizations in Split-Dalmatia County in 2024, the research question focused on the relationship between satisfaction with internal communication and co-creation of brand value among employees in the hotel industry. The results show that satisfaction with internal communication is a significant and relevant factor in predicting employee engagement in co-creation of brand equity. The research highlights the importance of improving internal communication strategies and developing management practices, including the prevention of gossip within the organization, which was rated as the most critical point of satisfaction with internal communication.
Keywords
employee satisfaction; internal communication; hotel industry; co-creation; brand value
Hrčak ID:
347795
URI
Publication date:
3.7.2026.
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