一、内部营销的概念分析在产品营销的概念里,产品的生产者始终处于“幕后人”的角色。消费者面对的是产成品,生产者的行为举止不会进入产品的质量评价指标体系。而旅游企业则不同,它所提供的是人与人、面对面的服务。旅游服务过程是旅游企业员工与顾客之间的互动过程——因为生产与消费是同一的。对旅游者而言,产品质量的好坏在于它们享受到的旅游服务能否使其获得预期的满足。由于旅游者与旅游企业服务人员共同参与了旅游产品的生产,也即消费的全过程。所以旅游企业员工的行为举止直接反 First, the concept of internal marketing concept In the concept of product marketing, product producers are always in the “behind the scenes” role. Consumers are faced with finished products, the behavior of producers will not enter the product quality evaluation index system. The tourism business is different, it provides people, face-to-face service. Travel service process is the interaction process between tourism enterprise employees and customers - because production and consumption are the same. For tourists, the quality of the product is whether or not the travel services they enjoy provide the desired satisfaction. As tourists and tourism enterprise service personnel to participate in the production of tourism products, that is, the entire process of consumption. Therefore, the behavior of tourism business employees direct counter