Exploring the Dimensions of Internal Marketing from the Perspective of Islam and its Relationship with the Revisiting Intention of Religious Sites Tourist's.

Document Type : Original Article


1 Assistant Professor, Department of Business Management, University of Hormozgan

2 Master of Business Management, Islamic Azad University, Firoozkooh Branch


Purpose: The purpose of this study is explain the dimensions of internal marketing from the perspective of Islam and its relationship with the revisiting intention of religious sites tourist's. Method: For this purpose in the first step, the necessary data has been collected by using the Grounded theory research method were collected from Islamic resources, determined the dimensions and verified by peer review. The second step of present research has been applied research based on the research type and descriptive-survey based on the collecting method of data. The statistical population of this research includes all tourists and pilgrims of Abdolazim Hosni in Ray city that 384 people were randomly selected according to the Morgan table as a statistical sample. Also, 112 employees were selected randomly based on Thorndike method in order to measure the internal marketing. Reliability of the questionnaire has been confirmed by using the items reliability method, combined reliability of each structure and the average of variance extracted. Questionnaire validity has been confirmed by using the convergent and divergent validity. Also, in order to analyzing data has been used the PLS-SEM software. Findings; Dimensions of Internal Marketing from the perspective of Islam includes employees security, diverse and extensive training, generous rewards, information sharing, employees empowerment and reducing the discrimination between employees.


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