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This study aimed to identify the effect of internal marketing applications on the mental image of tourism programs in Jordan from a standpoint of directors of the travel and tourism offices. The study adopted the survey method by questionnaire to collect the data. A total of 126 respondents were analyzed using SPSS. The study showed that the tourist offices and travel use all internal marketing applications, namely: workers considered internal customers; quality of services; training and development; and the adoption of the rewards system to motivate employees. The study showed a positive impact of internal marketing to form a positive image for tourism programs offered by the travel and tourism offices. The study recommended that attention to form a good mental image and activation programs and applications of internal marketing to upgrade office performance.

The Impact of Internal Marketing on the Mental Image of the Tourism Program