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.
No data are available for sharing in this research.
The authors state that they have no conflicts of interest regarding this article.
The study's design, data collection, result analysis, and manuscript preparation were entirely managed by the author.
No specific grants from any funding agencies in the public, commercial, or non-profit sectors were received for this research, authorship, or publication.
No specific software or tools were used in the research.
I extend my gratitude to everyone who contributed their expertise to this study and manuscript, and to the anonymous reviewers for their helpful comments.
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