Abstract: Internal Marketing is the process of enabling the internal employees purposeful for the success of the company by satisfying them. The purpose of the study was to find out the challenges of internal marketing that are faced by the hotels in Bangladesh. The research is to investigate the challenges and to find some possible solutions to it by providing some recommendations. The hermeneutic interpretative data analysis method was followed for analyzing the data in light of different theories and concepts. The comprehensive review of previous theory and research is compared and dissimilarities are given some explanation. Job insecurity in the workplace, job turnover rate, lack of work environment, lack of extra facilities in the job is found in most of the comprehensive interview taken from different employees of some three or four stars hotels. Most of the employees don’t think they feel any attachment to their job in the hotel. Internal politics and conflict exist in the hotel industry which hampers the effectiveness of internal marketing in the hotels. The training and education system is not up to the mark and should be improved. The recruitment system of the new employees is done internally and lack of recruitment system skills also exists. Some internal training institutes should be opened for providing training to the employees for making them skilled and other external training centres should be opened. Intrinsic and extrinsic motivation needs to be increased.
Keywords: Marketing, Internal Marketing, Hotel Industry