Marketing Mix Strategies and Consumer Behavior in the Hotel Sector

María del Pilar Miranda-Guerra; Liliana Beatriz Carrillo-Carranza; Angie Juliett Solis-Salazar; Nilda Nayeli Valdiviezo-Carranza

doi:10.1007/978-3-031-93550-3_15

Marketing Mix Strategies and Consumer Behavior in the Hotel Sector

María del Pilar Miranda-Guerra
, Liliana Beatriz Carrillo-Carranza
, Angie Juliett Solis-Salazar
, Nilda Nayeli Valdiviezo-Carranza

Faculty of Business of the UPN

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The marketing mix strategies and consumer behavior are two major concepts that are connected in the business environment, and do not restrict the actions either in a place or in an economic sector. Reviewing how marketing strategies promote a good understanding of consumers reflected in their behavior is essential for a company can achieve its organizational objectives. The present study seeks to find the relationship between the aforementioned variables and their dimensions. It considers a quantitative approach, it is descriptive-correlational and has a non-experimental design. The sample consisted of 258 clients from the hotel sector. The results show that there is a low positive relationship (.295) with a high significance (.001) between both variables, which leads to the inference that the better marketing mix strategies are developed, the better the result in consumer behavior, therefore, they are channeling of multiple benefits.

Original language	English
Title of host publication	Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
Editors	Jezreel Mejía, Hector Cardona Reyes, José Álvarez-García, María de la Cruz del Río-Rama, Rosse Marie Esparza-Huamanchumo
Pages	164-174
Number of pages	11
DOIs	https://doi.org/10.1007/978-3-031-93550-3_15
State	Published - 2025
Event	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022 - La Molina, Peru Duration: 27 Oct 2022 → 28 Oct 2022

Publication series

Name	Lecture Notes in Networks and Systems
Volume	1451 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
Country/Territory	Peru
City	La Molina
Period	27/10/22 → 28/10/22

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Competitive Strategies
Consumer Behavior
Growth Strategies
Marketing Mix Strategies

Access to Document

10.1007/978-3-031-93550-3_15

Cite this

Miranda-Guerra, M. D. P., Carrillo-Carranza, L. B., Solis-Salazar, A. J., & Valdiviezo-Carranza, N. N. (2025). Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. In J. Mejía, H. Cardona Reyes, J. Álvarez-García, M. D. L. C. del Río-Rama, & R. M. Esparza-Huamanchumo (Eds.), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy (pp. 164-174). (Lecture Notes in Networks and Systems; Vol. 1451 LNNS). https://doi.org/10.1007/978-3-031-93550-3_15

Miranda-Guerra, María del Pilar ; Carrillo-Carranza, Liliana Beatriz ; Solis-Salazar, Angie Juliett et al. / Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. editor / Jezreel Mejía ; Hector Cardona Reyes ; José Álvarez-García ; María de la Cruz del Río-Rama ; Rosse Marie Esparza-Huamanchumo. 2025. pp. 164-174 (Lecture Notes in Networks and Systems).

@inproceedings{d87e1b0666234a68a6a381a753f470f6,

title = "Marketing Mix Strategies and Consumer Behavior in the Hotel Sector",

abstract = "The marketing mix strategies and consumer behavior are two major concepts that are connected in the business environment, and do not restrict the actions either in a place or in an economic sector. Reviewing how marketing strategies promote a good understanding of consumers reflected in their behavior is essential for a company can achieve its organizational objectives. The present study seeks to find the relationship between the aforementioned variables and their dimensions. It considers a quantitative approach, it is descriptive-correlational and has a non-experimental design. The sample consisted of 258 clients from the hotel sector. The results show that there is a low positive relationship (.295) with a high significance (.001) between both variables, which leads to the inference that the better marketing mix strategies are developed, the better the result in consumer behavior, therefore, they are channeling of multiple benefits.",

keywords = "Competitive Strategies, Consumer Behavior, Growth Strategies, Marketing Mix Strategies",

author = "Miranda-Guerra, \{Mar{\'i}a del Pilar\} and Carrillo-Carranza, \{Liliana Beatriz\} and Solis-Salazar, \{Angie Juliett\} and Valdiviezo-Carranza, \{Nilda Nayeli\}",

note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.; International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022 ; Conference date: 27-10-2022 Through 28-10-2022",

year = "2025",

doi = "10.1007/978-3-031-93550-3\_15",

language = "English",

isbn = "9783031935497",

series = "Lecture Notes in Networks and Systems",

pages = "164--174",

editor = "Jezreel Mej{\'i}a and \{Cardona Reyes\}, Hector and Jos{\'e} {\'A}lvarez-Garc{\'i}a and \{del R{\'i}o-Rama\}, \{Mar{\'i}a de la Cruz\} and Esparza-Huamanchumo, \{Rosse Marie\}",

booktitle = "Trends in the ICTs Toward Tourism, Hospitality and Gastronomy",

}

Miranda-Guerra, MDP , Carrillo-Carranza, LB, Solis-Salazar, AJ & Valdiviezo-Carranza, NN 2025, Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. in J Mejía, H Cardona Reyes, J Álvarez-García, MDLC del Río-Rama & RM Esparza-Huamanchumo (eds), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Lecture Notes in Networks and Systems, vol. 1451 LNNS, pp. 164-174, International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022, La Molina, Peru, 27/10/22. https://doi.org/10.1007/978-3-031-93550-3_15

Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. / Miranda-Guerra, María del Pilar ; Carrillo-Carranza, Liliana Beatriz; Solis-Salazar, Angie Juliett et al.
Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. ed. / Jezreel Mejía; Hector Cardona Reyes; José Álvarez-García; María de la Cruz del Río-Rama; Rosse Marie Esparza-Huamanchumo. 2025. p. 164-174 (Lecture Notes in Networks and Systems; Vol. 1451 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Marketing Mix Strategies and Consumer Behavior in the Hotel Sector

AU - Miranda-Guerra, María del Pilar

AU - Carrillo-Carranza, Liliana Beatriz

AU - Solis-Salazar, Angie Juliett

AU - Valdiviezo-Carranza, Nilda Nayeli

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025

Y1 - 2025

N2 - The marketing mix strategies and consumer behavior are two major concepts that are connected in the business environment, and do not restrict the actions either in a place or in an economic sector. Reviewing how marketing strategies promote a good understanding of consumers reflected in their behavior is essential for a company can achieve its organizational objectives. The present study seeks to find the relationship between the aforementioned variables and their dimensions. It considers a quantitative approach, it is descriptive-correlational and has a non-experimental design. The sample consisted of 258 clients from the hotel sector. The results show that there is a low positive relationship (.295) with a high significance (.001) between both variables, which leads to the inference that the better marketing mix strategies are developed, the better the result in consumer behavior, therefore, they are channeling of multiple benefits.

AB - The marketing mix strategies and consumer behavior are two major concepts that are connected in the business environment, and do not restrict the actions either in a place or in an economic sector. Reviewing how marketing strategies promote a good understanding of consumers reflected in their behavior is essential for a company can achieve its organizational objectives. The present study seeks to find the relationship between the aforementioned variables and their dimensions. It considers a quantitative approach, it is descriptive-correlational and has a non-experimental design. The sample consisted of 258 clients from the hotel sector. The results show that there is a low positive relationship (.295) with a high significance (.001) between both variables, which leads to the inference that the better marketing mix strategies are developed, the better the result in consumer behavior, therefore, they are channeling of multiple benefits.

KW - Competitive Strategies

KW - Consumer Behavior

KW - Growth Strategies

KW - Marketing Mix Strategies

UR - https://www.scopus.com/pages/publications/105013025462

U2 - 10.1007/978-3-031-93550-3_15

DO - 10.1007/978-3-031-93550-3_15

M3 - Conference contribution

AN - SCOPUS:105013025462

SN - 9783031935497

T3 - Lecture Notes in Networks and Systems

SP - 164

EP - 174

BT - Trends in the ICTs Toward Tourism, Hospitality and Gastronomy

A2 - Mejía, Jezreel

A2 - Cardona Reyes, Hector

A2 - Álvarez-García, José

A2 - del Río-Rama, María de la Cruz

A2 - Esparza-Huamanchumo, Rosse Marie

T2 - International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022

Y2 - 27 October 2022 through 28 October 2022

ER -

Miranda-Guerra MDP , Carrillo-Carranza LB, Solis-Salazar AJ, Valdiviezo-Carranza NN. Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. In Mejía J, Cardona Reyes H, Álvarez-García J, del Río-Rama MDLC, Esparza-Huamanchumo RM, editors, Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. 2025. p. 164-174. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-93550-3_15

Marketing Mix Strategies and Consumer Behavior in the Hotel Sector

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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