The Human Resource Balanced Scorecard (HRBSC) and Internal Marketing Management in (Post) Pandemic Tourism Contexts

Abstract

The objective of the chapter is to provide an insight into the potential of the HRBSC, as a performance evaluation and strategic management tool, and marketing management to improve the competitiveness in the tourism sector. internal marketing is crucial for the success of organizations, with special emphasis on the pandemic (and post-pandemic) context, in which the competence and satisfaction of employees is a differentiating element. The use of the BSC as a system management allows monitoring and justifying the investments made in training human resources, due to the possibility of associating these investments with the results global financial statements, justifying its realization, and contributing to the evaluation of its efficiency. From an interdisciplinary perspective, the chapter presents insights for management, strategy, and human resources in the context of tourism.