Marketing mix en el hotel Santuario Machu Picchu, Cusco 2024
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Date
2025
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Escuela de Educación Superior Tecnológica Privada KHIPU
Abstract
La presente investigación, titulada "Marketing Mix en el Hotel Santuario Machu Picchu, Cusco – 2024", aborda como problema principal: Describir cómo es el Marketing Mix en Hotel Santuario Machu Picchu, Cusco – 2024. considerando las áreas de producto, precio, plaza, y promoción. La investigación se centra en la necesidad de fortalecer la estrategia de marketing para mejorar la competitividad y satisfacer las expectativas de los turistas. La metodología aplicada es de enfoque descriptivo, con un diseño no experimental, transversal, de nivel descriptivo y tipo básico. Se empleó la técnica de observación y la herramienta de entrevistas semiestructuradas con los responsables de la gestión del hotel. Los resultados muestran que el Hotel Santuario Machu Picchu ha implementado
adecuadamente las estrategias de producto y plaza, destacándose por la calidad de sus servicios y su ubicación privilegiada. Sin embargo, se identifican oportunidades de mejora en las estrategias de precio y promoción, las cuales requieren una mayor alineación con las tendencias del mercado y las expectativas de los clientes. Se concluye que, aunque el hotel ha logrado posicionarse favorablemente, es necesario un enfoque más integral del Marketing Mix para consolidar su ventaja competitiva.
The present research, titled "Marketing Mix at the Hotel Santuario Machu Picchu, Cusco - 2024", addresses the main problem: Describe what the Marketing Mix is like at the Hotel Santuario Machu Picchu, Cusco - 2024. considering the areas of product, price, place, and promotion. The research focuses on the need to strengthen the marketing strategy to improve competitiveness and meet the expectations of tourists. The methodology applied is a descriptive approach, with a non-experimental, transversal, descriptive level and basic type design. The observation technique and the semi-structured interview tool were used with those responsible for the hotel management. The results show that the Hotel Santuario Machu Picchu has adequately implemented the product and place strategies, standing out for the quality of its services and its privileged location. However, opportunities for improvement are identified in pricing and promotion strategies, which require greater alignment with market trends and customer expectations. It is concluded that, although the hotel has managed to position itself favorably, a more comprehensive approach to the Marketing Mix is necessary to consolidate its competitive advantage
The present research, titled "Marketing Mix at the Hotel Santuario Machu Picchu, Cusco - 2024", addresses the main problem: Describe what the Marketing Mix is like at the Hotel Santuario Machu Picchu, Cusco - 2024. considering the areas of product, price, place, and promotion. The research focuses on the need to strengthen the marketing strategy to improve competitiveness and meet the expectations of tourists. The methodology applied is a descriptive approach, with a non-experimental, transversal, descriptive level and basic type design. The observation technique and the semi-structured interview tool were used with those responsible for the hotel management. The results show that the Hotel Santuario Machu Picchu has adequately implemented the product and place strategies, standing out for the quality of its services and its privileged location. However, opportunities for improvement are identified in pricing and promotion strategies, which require greater alignment with market trends and customer expectations. It is concluded that, although the hotel has managed to position itself favorably, a more comprehensive approach to the Marketing Mix is necessary to consolidate its competitive advantage
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Keywords
Marketing mix, Precio, Plaza, Promoción, Producto