The need for a co-alignment between internal and external marketing has largely been discussed in the literature. In an attempt to increase the conceptual and empirical body of knowledge, the present study follows a systematic presentation of balanced market orientation. After a brief literature review, it tackles research gaps building on theoretical hypotheses. An empirical examination based on 217 questionnaires, addressed to hotel managers, illuminates the role of culture in this context. Results unveil a significant positive relationship between internal marketing, market orientation and firm performance, irrespective of the underlying culture. Opting for a balanced market orientation, hotel managers gain particular insight into its principal axes and their interrelationships in practice.

In an attempt to solve the problem of various English spellings of Korean names of landmarks and geographical locations used for maps, road signs and guidebooks with the lack of standardization, the Ministry of Culture, Sports and Tourism enacted the MCST instruction no. 279, an English translation guideline for public sector translation, on December 29, 2015. On September 23, 2015, the Ministry of Education announced a new national curriculum for elementary and secondary schools, Proclamation of the Ministry of Education #2015-74. This revised national curriculum for Elementary English textbooks will take effect on March 1, 2018. The main purpose of this paper is threefold: i) to review the English Translation Guideline for Public Sector Translation proposed by the Ministry of Culture, Sports and Tourism, ii) to analyze English spelling of Korean culture-related terms from 5 elementary school English textbooks which are currently used according to the English Translation Guideline, and iii) to suggest how to write Korean culture-related terms for new elementary school English textbooks which will be published after 2018 according to the 2015 Revised National Curriculum.