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

Facultad de Negocios de la UPN

Universidad Privada del Norte

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

Resumen

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.

Idioma original	Inglés
Título de la publicación alojada	Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
Editores	Jezreel Mejía, Hector Cardona Reyes, José Álvarez-García, María de la Cruz del Río-Rama, Rosse Marie Esparza-Huamanchumo
Páginas	164-174
Número de páginas	11
DOI	https://doi.org/10.1007/978-3-031-93550-3_15
Estado	Publicada - 2025
Evento	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022 - La Molina, Perú Duración: 27 oct. 2022 → 28 oct. 2022

Serie de la publicación

Nombre	Lecture Notes in Networks and Systems
Volumen	1451 LNNS
ISSN (versión impresa)	2367-3370
ISSN (versión digital)	2367-3389

Conferencia

Conferencia	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
País/Territorio	Perú
Ciudad	La Molina
Período	27/10/22 → 28/10/22

ODS de las Naciones Unidas

Este resultado contribuye a los siguientes Objetivos de Desarrollo Sostenible

ODS 12: Producción y consumo responsables

Acceder al documento

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

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Enlace a la publicación en Scopus

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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. En 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).

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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",

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Miranda-Guerra, MDP , Carrillo-Carranza, LB, Solis-Salazar, AJ & Valdiviezo-Carranza, NN 2025, Marketing Mix Strategies and Consumer Behavior in the Hotel Sector. En 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, Perú, 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).

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

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. En Mejía J, Cardona Reyes H, Álvarez-García J, del Río-Rama MDLC, Esparza-Huamanchumo RM, editores, 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

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