Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua – Peru

Abstract

Purpose:   The general objective is to determine the effect of marketing strategies on the brand positioning of a tourist hotel, Bagua-Peru.   Theoretical framework:   The theory found allowed us to deepen the subject since, due to the pandemic, research in the tourism sector has increased, helping researchers to deepen the study.   Design/methodology/approach:  A mixed approach was used, under a basic, descriptive, and correlational type of research. Also, the non-experimental and phenomenological designs were considered, applying the survey made to 51 guests and interviewing 3 hotel employees, such as the manager, receptionist, and administrator.   Findings:   The descriptive results revealed that, when the marketing strategies are inappropriate, the brand positioning will be a completely inadequate. On the other hand, the inferential results indicated that both variables reached a r=0.663 and a Kendall's Tau-b of 0.656, thus indicating that both maintain a considerable positive correlation.   Research, Practical & Social implications:  If prices are based on three key points, as in the client, costs and competition, as long as the adequate distribution channels are considered according to the needs of the clients and an efficient booking system is implemented, and if we add announcements in the different physical and digital platforms that the company has, then it will be able to provide a good organizational communication allowing to achieve the objectives set and therefore this company will achieve the long-awaited brand positioning in the mind of the consumer.   Originality/value:  The lack of marketing strategies generates that the innovative characteristics of the products or services of the companies are not made known to their clients, and as a consequence the company does not have a marked differentiation from its competitors and does not achieve the market positioning.