TY - M-10106
AU - Datta, Pravin
TI - 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
T2 - Scientific Research Journal of Arts, Humanities and Social Science

PY - 2024
VL - 2
IS - 1
SN - 2584-0622

AB - 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.

KW - Marketing Strategies
KW -  Consumer Behavior
KW -  Hotel Industry
KW -  ITC Narmada
KW -  Ahmedabad
KW -  Luxury Hotels
KW -  Cultural Marketing
KW -  Traditional Welcome
DO -