AUTHOR=Yin Jie , Fang Sha , Cheng Yun 

TITLE=Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.973904

DOI=10.3389/fpsyg.2022.973904

ISSN=1664-1078

ABSTRACT=Are traditional marketing mix strategies still fit for hotel banquet marketing? This study used 763 banquet sales records in Quanzhou Hilton Hotel to comprehensively test the influence of traditional marketing mix strategies on the banquet marketing effects using the binary logistic regression analysis method. By focusing on new forms of marketing methods (such as video, Internet, and WeChat marketing), this study tested the effectiveness of traditional marketing strategies in the era of new media. The findings revealed that a combination of products is easier to market than a single product, whereas the 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, the study proposed a feasible path for promoting banquet marketing.