Untitled

314 internal marketing
tems which nature-based tourism may use are also
identified as indigenous intellectual property.
The First International Conference on Cultural
and Intellectual Property Rights of Indigenous
People, convened in 1993 by the Mataatua Tribes
in Whakatane, Aotearoa, New Zealand, resulted in
the Mataatua Declaration on Cultural and Intellectual
Property Rights of Indigenous Peoples. It
states that intellectual and cultural property is a
basic right of self-determination, and that indigenous
peoples and their direct descendants are first
beneficiaries of indigenous knowledge. However,
the collective character of traditional knowledge
remains difficult to implement in the context of
existing intellectual property law, which assumes a
need to protect individual inventors or initiators of
knowledge.
Further reading
Graves, T. �ed.) �1994) Intellectual Property Rights for
Indigenous Peoples:A Source Book, Oklahoma City:
Society for Applied Anthropology.
internal marketing
CHARLES R. DE BURLO, USA
While external marketing focuses on consumer
markets, internal marketing is inward-looking,
covering the planned design of corporate exchanges
with inside system components for salesled
purposes. The target groups of this marketing
are the company's staff, local inhabitants or,
alternatively, the individual service providers in a
tourism destination. Its objective is to obtain
motivated, obliging, customer-minded, qualityconscious
and responsible staff or host populations.
In all branches, internal marketing has a key
function because, for any product, the aim is to
sell the product or service to the staff first, to
make them capable of satisfying customer requirements
as best possible. This marketing form is
crucial in tourism because individualised service
quality is of supreme importance, because
production and consumption of goods and services
coincide, because the guest does not ask for just
one isolated service but an entire service package,
and because the local population as a whole is part
of this service package.
In many places in recent years, a critical view of
tourism has developed among host populations.
There is talk of decreasing tourism awareness,
meaning the carefully considered way in which
locals deal with the phenomenon of tourism
perceived as a whole, with all its benefits and
drawbacks. The most important reasons for this are
that locals are excluded from the decision-making
process and psychological carrying capacities are
ignored. This decline in tourism awareness results
in insufficient goodwill towards the industry, as
becomes apparent when pro-tourism policies are
voted down, and in an unfriendly attitude
towards tourists or even protest action. This is
what is termed the `rebellion of the hosts'. As a
result, internal marketing �and especially internal
communication mix) has had to be intensified
in destinations. Its modern instruments in destination
include open tourism forums, information
brochures and exhibitions, school briefing kits
with video films, commercials on local television
stations and similar channels.
See also: community; community development;
marketing, destination
Further reading
Bruhn, M. �1995) Internets Marketing±Integration der
Kunden±und Mitarbeiterorientierung, Wiesbaden: Gabler.
Ferrante, C.L. �1994) Konflikt und Diskurs im Ferienort:
wirtschaftsethische Betrachtungen, Berner Studien zu
Freizeit und Tourismus Nr. 32.
Gummesson, E. �1987) `Using internal marketing
to develop a new culture', in J.A. Czepiel, C.A.
Congram, and J. Shanahan �eds), The Service
Challenge, Integration for Competitive Advantage, Chicago:
AMA Proceedings Series.
MuÈller, H.R. and Boess, M. �1995) Tourismusbewuûtsein:Empirische
Belege und HintergruÈnde, Bern:
FIF-UniversitaÈt Bern.
HANSRUEDI MU È LLER, SWITZERLAND