Abstract:
The hotel industry has been one of the industries in Ghana recognized for
creating jobs for thousands of “people and making a crucial contribution to the
GDP of the country. However, a lot of their success and operations rely on
their employees. Underpinned by the social exchange and resource-based
theories, this study explored the relationship between internal marketing
practices, organisational commitment and sustainable performance of hotels.
The positivist philosophy guided the study. A sample size of”258 hotel sector
personnel was determined using the Krejcie and Morgan table, the multi-stage
sampling procedure, and the quantitative approach and cross-sectional research
design were utilised in the study. Data were gathered with self-administered
questionnaires, with a valid response of 245, representing a 94.9% response
rate. The data was processed using SPSS version 25 and SmartPLS 4, and
Partial Least Squares-Structural Equation Modelling (PLS-SEM) was the data
analysis tool utilised. The study discovered that staff training and internal
communication had a significant impact on long-term success. On the other
hand, employee empowerment hurts long-term performance. Conversely, the
association between internal marketing practices and sustainable performance
was not mediated by organisational commitment. The study concluded that
internal communication and employee training are important predictors of
sustainable performance.” Although employee empowerment is not a predictor
of sustainable performance, managers and hotel owners should prioritize
internal communication and employee training and provide their staff with the
freedom to make well-informed decisions on their behalf.
