The Effect Of Internal Marketing on Tourism Agencies : The role of Mediating Variables of Organizational Commitment and Citizenship behavior

In most of the researches in tourism industry, tourists are in the center of attention and there are rather a few researches done about the role and the importance of tourism agencies ‘s staff. Internal marketing is a concept which implies the importance and the ways of stimulating staff in order to meet the customer needs. Therefore, this research studies internal marketing effects on organizational performance considering mediating variables of organizational commitment and citizenship behavior in tourism agencies. It also has collected data through questionnaire from 833persons of tourism agencies ‘s staff with the existing way of sampling from all over Tehran. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) and SPSS and Lisrel software are used in data analysis. The results of data analysis has shown a positive effect of internal marketing on organizational performance and citizenship behavior , and also a positive effect of citizenship behavior and organizational commitment on organizational performance. However, the effect of internal marketing on organizational performance and the effect of organizational commitment on citizenship behavior weren’t meaningful in the level of significance of %59