An Examination of the Impact of Cultural Marketing on the Behavior of Customers Staying at Luxury Hotels: A Case Study of the ITC Narmada in Ahmedabad

Title

An Examination of the Impact of Cultural Marketing on the Behavior of Customers Staying at Luxury Hotels: A Case Study of the ITC Narmada in Ahmedabad

Author

1. Pravin Datta, Student, Institute of Rural Management, India

Abstract

This research investigates the impact of marketing strategies, emphasizing cultural marketing, on hotel consumer behaviour, focusing on ITC Narmada, a Luxury Collection Hotel in Ahmedabad. This study presents comprehensive findings by utilizing survey questionnaires distributed to the hotel's guests and achieving a high response rate across various hotels in Ahmedabad. Chapter four analyzes demographic characteristics and data aligned with the research objectives. The results provide insights into how marketing strategies, particularly those emphasizing traditional Indian hospitality practices like the Namaste welcome, affect consumer behaviour. This study contributes to understanding consumer preferences and behaviours in the hospitality sector and offers practical implications for India's marketing professionals and hotel managers.

Keywords

Conclusion

This study provides valuable insights into the influence of marketing strategies on consumer behaviours at ITC Narmada. The findings have practical implications for hotel managers and marketing professionals, offering guidance on optimizing marketing efforts to better meet consumer needs and preferences. Future research could expand on this study by exploring the impact of emerging marketing technologies and trends on consumer behaviour in the hospitality industry and further investigating the role of cultural elements in enhancing guest experiences.

Author Contrubution

The study's design, data collection, result analysis, and manuscript preparation were entirely managed by the author.

Funding

No specific grants from any funding agencies in the public, commercial, or non-profit sectors were received for this research, authorship, or publication.

Conflict of Interest

The authors state that they have no conflicts of interest regarding this article.

Data Sharing Statement

No data are available for sharing in this research.

Software And Tools Use

No specific software or tools were used in the research.

Acknowledgements

I extend my gratitude to everyone who contributed their expertise to this study and manuscript, and to the anonymous reviewers for their helpful comments.