Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels
Are traditional marketing mix strategies still suitable for hotel banquet marketing? Using the binary logistic regression analysis method, this study used 763 banquet sales records at the Quanzhou Hilton Hotel to comprehensively test the influence of traditional marketing mix strategies on banquet m...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.973904/full |
| _version_ | 1811264176860954624 |
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| author | Jie Yin Sha Fang Yun Cheng |
| author_facet | Jie Yin Sha Fang Yun Cheng |
| author_sort | Jie Yin |
| collection | DOAJ |
| description | Are traditional marketing mix strategies still suitable for hotel banquet marketing? Using the binary logistic regression analysis method, this study used 763 banquet sales records at the Quanzhou Hilton Hotel to comprehensively test the influence of traditional marketing mix strategies on banquet marketing effects. By focusing on new marketing methods (such as video, the Internet, and WeChat marketing), this study tested the effectiveness of traditional marketing strategies in the new media era. The findings revealed that a combination of products is easier to market than a single product, whereas price is still a key factor in hotel banquet marketing. However, sales channels and personal identity have no significant effects on banquet marketing. Finally, based on the failure cases analysis, this study proposed a feasible path for promoting banquet marketing. |
| first_indexed | 2024-04-12T19:58:25Z |
| format | Article |
| id | doaj.art-fbe603eb0cea4ceda8c5535233182e2c |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-12T19:58:25Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-fbe603eb0cea4ceda8c5535233182e2c2022-12-22T03:18:36ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-09-011310.3389/fpsyg.2022.973904973904Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotelsJie Yin0Sha Fang1Yun Cheng2College of Tourism, Huaqiao University, Quanzhou, ChinaCollege of Management, Shenzhen Polytechnic, Shenzhen, ChinaCollege of Tourism, Huaqiao University, Quanzhou, ChinaAre traditional marketing mix strategies still suitable for hotel banquet marketing? Using the binary logistic regression analysis method, this study used 763 banquet sales records at the Quanzhou Hilton Hotel to comprehensively test the influence of traditional marketing mix strategies on banquet marketing effects. By focusing on new marketing methods (such as video, the Internet, and WeChat marketing), this study tested the effectiveness of traditional marketing strategies in the new media era. The findings revealed that a combination of products is easier to market than a single product, whereas price is still a key factor in hotel banquet marketing. However, sales channels and personal identity have no significant effects on banquet marketing. Finally, based on the failure cases analysis, this study proposed a feasible path for promoting banquet marketing.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.973904/fullfive-star hotelsbanquet marketingmarketing effectsignaling theorymarketing mix strategies |
| spellingShingle | Jie Yin Sha Fang Yun Cheng Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels Frontiers in Psychology five-star hotels banquet marketing marketing effect signaling theory marketing mix strategies |
| title | Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels |
| title_full | Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels |
| title_fullStr | Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels |
| title_full_unstemmed | Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels |
| title_short | Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels |
| title_sort | is traditional marketing mix still suitable for hotel banquets an empirical study of banquet marketing in five star hotels |
| topic | five-star hotels banquet marketing marketing effect signaling theory marketing mix strategies |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.973904/full |
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