Internal Marketing and women: work-life balance in Travel Agencies

Work life-balance is a need in modern societies where either women or men participate in the labor market. Companies have associated this need with Internal Marketing to promote job satisfaction and motivation. Using a qualitative methodology (in-depth interviews) we analyze the main Work-life balance strategies, considering gender approach, in Travel Agencies in Tijuana. Our findings suggest a feminization in the use of this kind of actions, as well as the emergence of informal strategies not fully considered as relevant Internal Marketing practices.