Marketing Mix Strategies and Consumer Behavior in the Hotel Sector

Miranda-Guerra M.D.P.; Carrillo-Carranza L.B.; Solis-Salazar A.J.; Valdiviezo-Carranza N.N. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-3-031-93550-3_15

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. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.