FROM INTERNAL MARKETING STIMULI TO TOURISM EMPLOYEE PERFORMANCE: A STIMULUS-ORGANISM-RESPONSE (SOR) PERSPECTIVE IN VIETNAM
DOI:
https://doi.org/10.18623/rvd.v23.6000Keywords:
Internal Marketing, Philanthropic Resources, Job Performance, S-O-R Framework, Tourism Industry, VietnamAbstract
This study investigates the psychological mechanisms linking internal marketing (IM) to employee job performance in the tourism industry by incorporating philanthropic resources (PR) as a novel personal factor. Drawing on the Stimulus–Organism–Response (S–O–R) framework, Social Exchange Theory, and the Job Demands–Resources model, the research examines the mediating roles of job satisfaction and organizational commitment, as well as the moderating effect of PR. Data were collected from 376 travel employees in Vietnam and analyzed using PLS-SEM. The findings reveal that IM significantly enhances job satisfaction and organizational commitment, which in turn improve job performance. PR also exerts direct positive effects and acts as a psychological amplifier that strengthens the IM–performance relationship. This study contributes by integrating nonprofit-derived humanistic values into tourism research and highlights the importance of aligning organizational practices with employees’ intrinsic service orientation to achieve sustainable performance.
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