{"id":"https://openalex.org/W4387052976","doi":"https://doi.org/10.55908/sdgs.v11i7.491","title":"Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua \u2013 Peru","display_name":"Effects of Marketing Strategies on the Brand Positioning of a Tourist Hotel, Bagua \u2013 Peru","publication_year":2023,"publication_date":"2023-09-25","ids":{"openalex":"https://openalex.org/W4387052976","doi":"https://doi.org/10.55908/sdgs.v11i7.491"},"language":"en","primary_location":{"id":"doi:10.55908/sdgs.v11i7.491","doi":"https://doi.org/10.55908/sdgs.v11i7.491","is_oa":true,"landing_page_url":"https://doi.org/10.55908/sdgs.v11i7.491","pdf_url":"https://ojs.journalsdg.org/jlss/article/download/491/564","source":{"id":"https://openalex.org/S4387283902","display_name":"Journal of Law and Sustainable Development","issn_l":"2764-4170","issn":["2764-4170"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Law and Sustainable Development","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ojs.journalsdg.org/jlss/article/download/491/564","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5055885682","display_name":"Freddy Manuel Camacho Delgado","orcid":"https://orcid.org/0000-0002-3053-5300","observed_orcids":["https://orcid.org/0000-0002-3053-5300"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Freddy Manuel Camacho Delgado","raw_affiliation_strings":["Tourist Hotel , Bagua - Peru","Marketing Specialist,"],"raw_orcid":"https://orcid.org/0000-0002-3053-5300","affiliations":[{"raw_affiliation_string":"Tourist Hotel , Bagua - Peru","institution_ids":[]},{"raw_affiliation_string":"Marketing Specialist,","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5003583987","display_name":"Anali Gil Malca","orcid":"https://orcid.org/0000-0003-2734-8712","observed_orcids":["https://orcid.org/0000-0003-2734-8712"]},"institutions":[{"id":"https://openalex.org/I4387152342","display_name":"Universidad Nacional Intercultural \"Fabiola Salazar Legu\u00cda\" de Bagua","ror":"https://ror.org/04df9ks57","country_code":"PE","type":"education","lineage":["https://openalex.org/I4387152342"]}],"countries":["PE"],"is_corresponding":false,"raw_author_name":"Anali Gil Malca","raw_affiliation_strings":["Fabiola Salazar Legu\u00eda National Intercultural University , Peru ,","Marketing Specialist, Salazar Legu\u00eda National Intercultural University, Peru,"],"raw_orcid":"https://orcid.org/0000-0003-2734-8712","affiliations":[{"raw_affiliation_string":"Fabiola Salazar Legu\u00eda National Intercultural University , Peru ,","institution_ids":["https://openalex.org/I4387152342"]},{"raw_affiliation_string":"Marketing Specialist, Salazar Legu\u00eda National Intercultural University, Peru,","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5006329896","display_name":"Susan Marleth V\u00e1squez Rivera","orcid":"https://orcid.org/0000-0001-6351-0970","observed_orcids":["https://orcid.org/0000-0001-6351-0970"]},"institutions":[{"id":"https://openalex.org/I4387152342","display_name":"Universidad Nacional Intercultural \"Fabiola Salazar Legu\u00cda\" de Bagua","ror":"https://ror.org/04df9ks57","country_code":"PE","type":"education","lineage":["https://openalex.org/I4387152342"]}],"countries":["PE"],"is_corresponding":false,"raw_author_name":"Susan Marleth V\u00e1squez Rivera","raw_affiliation_strings":["Doctor in Planning and Management, Fabiola Salazar Legu\u00eda National Intercultural University, Peru,"],"raw_orcid":"https://orcid.org/0000-0001-6351-0970","affiliations":[{"raw_affiliation_string":"Doctor in Planning and Management, Fabiola Salazar Legu\u00eda National Intercultural University, Peru,","institution_ids":["https://openalex.org/I4387152342"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081188844","display_name":"Victor Hugo Puican Rodr\u00edguez","orcid":"https://orcid.org/0000-0001-7402-9576","observed_orcids":["https://orcid.org/0000-0001-7402-9576"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Victor Hugo Puican Rodriguez","raw_affiliation_strings":["Senior Legu\u00eda National Intercultural University, Peru,"],"raw_orcid":"https://orcid.org/0000-0001-7402-9576","affiliations":[{"raw_affiliation_string":"Senior Legu\u00eda National Intercultural University, Peru,","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5041232525","display_name":"Jorge Luis Vargas Espinoza","orcid":"https://orcid.org/0000-0003-3026-769X","observed_orcids":["https://orcid.org/0000-0003-3026-769X"]},"institutions":[{"id":"https://openalex.org/I4387152342","display_name":"Universidad Nacional Intercultural \"Fabiola Salazar Legu\u00cda\" de Bagua","ror":"https://ror.org/04df9ks57","country_code":"PE","type":"education","lineage":["https://openalex.org/I4387152342"]}],"countries":["PE"],"is_corresponding":false,"raw_author_name":"Jorge Luis Vargas Espinoza","raw_affiliation_strings":["Doctor in Business Management, Fabiola Salazar Legu\u00eda National Intercultural University, Peru,"],"raw_orcid":"https://orcid.org/0000-0003-3026-769X","affiliations":[{"raw_affiliation_string":"Doctor in Business Management, Fabiola Salazar Legu\u00eda National Intercultural University, Peru,","institution_ids":["https://openalex.org/I4387152342"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5050779567","display_name":"Frank Bollet Ram\u00edrez","orcid":"https://orcid.org/0000-0002-4670-8114","observed_orcids":["https://orcid.org/0000-0002-4670-8114"]},"institutions":[{"id":"https://openalex.org/I2802656227","display_name":"Universidad C\u00e9sar Vallejo","ror":"https://ror.org/0297axj39","country_code":"PE","type":"education","lineage":["https://openalex.org/I2802656227"]}],"countries":["PE"],"is_corresponding":false,"raw_author_name":"Frank Bollet Ram\u00edrez","raw_affiliation_strings":["Labor Law Specialist, Universidad C\u00e9sar Vallejo, Peru,"],"raw_orcid":"https://orcid.org/0000-0002-4670-8114","affiliations":[{"raw_affiliation_string":"Labor Law Specialist, Universidad C\u00e9sar Vallejo, Peru,","institution_ids":["https://openalex.org/I2802656227"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101397068","display_name":"Lilian Roc\u00edo Rimapa Navarro","orcid":"https://orcid.org/0000-0002-7682-8280","observed_orcids":["https://orcid.org/0000-0002-7682-8280"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Lilian Rocio Rimapa Navarro","raw_affiliation_strings":["funcion\u00e1rios do hotel, como gerente, recepcionista e administrador","resultados inferenciais indicaram que ambas as vari\u00e1veis atingiram um r=0,663 e um Tau-b de Kendall de 0,656,",", consequentemente,",", ent\u00e3o ser\u00e1 capaz de fornecer uma boa comunica\u00e7\u00e3o organizacional permitindo","Investiga\u00e7\u00e3o, implica\u00e7\u00f5es pr\u00e1ticas","Legu\u00eda National Intercultural University, Peru,","de reserva eficiente seja implementado,","de um hotel tur\u00edstico, Bagua-Peru"],"raw_orcid":"https://orcid.org/0000-0002-7682-8280","affiliations":[{"raw_affiliation_string":"funcion\u00e1rios do hotel, como gerente, recepcionista e administrador","institution_ids":[]},{"raw_affiliation_string":"resultados inferenciais indicaram que ambas as vari\u00e1veis atingiram um r=0,663 e um Tau-b de Kendall de 0,656,","institution_ids":[]},{"raw_affiliation_string":", consequentemente,","institution_ids":[]},{"raw_affiliation_string":", ent\u00e3o ser\u00e1 capaz de fornecer uma boa comunica\u00e7\u00e3o organizacional permitindo","institution_ids":[]},{"raw_affiliation_string":"Investiga\u00e7\u00e3o, implica\u00e7\u00f5es pr\u00e1ticas","institution_ids":[]},{"raw_affiliation_string":"Legu\u00eda National Intercultural University, Peru,","institution_ids":[]},{"raw_affiliation_string":"de reserva eficiente seja implementado,","institution_ids":[]},{"raw_affiliation_string":"de um hotel tur\u00edstico, Bagua-Peru","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":3.597,"has_fulltext":true,"cited_by_count":23,"citation_normalized_percentile":{"value":0.93056736,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":93,"max":99},"biblio":{"volume":"11","issue":"7","first_page":"e491","last_page":"e491"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9404000043869019,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9404000043869019,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10055","display_name":"Diverse Aspects of Tourism Research","score":0.03680000081658363,"subfield":{"id":"https://openalex.org/subfields/1409","display_name":"Tourism, Leisure and Hospitality Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.009700000286102295,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.9850000143051147},{"id":"https://openalex.org/keywords/brand-positioning","display_name":"brand positioning","score":0.9990000128746033},{"id":"https://openalex.org/keywords/tourist-hotels","display_name":"tourist hotels","score":0.9449999928474426},{"id":"https://openalex.org/keywords/hotel-industry","display_name":"hotel industry","score":0.5989999771118164},{"id":"https://openalex.org/keywords/price-setting","display_name":"price setting","score":0.5289999842643738},{"id":"https://openalex.org/keywords/distribution-channels","display_name":"distribution channels","score":0.9980000257492065},{"id":"https://openalex.org/keywords/reservation-system","display_name":"reservation system","score":0.9750000238418579},{"id":"https://openalex.org/keywords/advertising","display_name":"advertising","score":0.49900001287460327},{"id":"https://openalex.org/keywords/organizational-communication","display_name":"organizational communication","score":0.9079999923706055},{"id":"https://openalex.org/keywords/competitive-differentiation","display_name":"competitive differentiation","score":0.8029999732971191}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7627002000808716},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.6744804382324219},{"id":"https://openalex.org/C18918823","wikidata":"https://www.wikidata.org/wiki/Q49389","display_name":"Tourism","level":2,"score":0.6695946455001831},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6050827503204346},{"id":"https://openalex.org/C24845683","wikidata":"https://www.wikidata.org/wiki/Q178651","display_name":"Interview","level":2,"score":0.5309851765632629},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.5021870136260986},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.4630921185016632},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.4442600607872009},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3459767699241638},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.1795697808265686},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.14365693926811218},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.11974650621414185},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C18903297","wikidata":"https://www.wikidata.org/wiki/Q7150","display_name":"Ecology","level":1,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.55908/sdgs.v11i7.491","doi":"https://doi.org/10.55908/sdgs.v11i7.491","is_oa":true,"landing_page_url":"https://doi.org/10.55908/sdgs.v11i7.491","pdf_url":"https://ojs.journalsdg.org/jlss/article/download/491/564","source":{"id":"https://openalex.org/S4387283902","display_name":"Journal of Law and Sustainable Development","issn_l":"2764-4170","issn":["2764-4170"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Law and Sustainable Development","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.55908/sdgs.v11i7.491","doi":"https://doi.org/10.55908/sdgs.v11i7.491","is_oa":true,"landing_page_url":"https://doi.org/10.55908/sdgs.v11i7.491","pdf_url":"https://ojs.journalsdg.org/jlss/article/download/491/564","source":{"id":"https://openalex.org/S4387283902","display_name":"Journal of Law and Sustainable Development","issn_l":"2764-4170","issn":["2764-4170"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":["poland-20"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Law and Sustainable Development","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4387052976.pdf","grobid_xml":"https://content.openalex.org/works/W4387052976.grobid-xml"},"referenced_works_count":31,"referenced_works":["https://openalex.org/W2131863472","https://openalex.org/W2767408392","https://openalex.org/W2777486917","https://openalex.org/W2805004661","https://openalex.org/W2811469474","https://openalex.org/W2889950334","https://openalex.org/W2890958006","https://openalex.org/W2896796201","https://openalex.org/W2901543920","https://openalex.org/W2955704207","https://openalex.org/W2957634711","https://openalex.org/W2981936486","https://openalex.org/W3008145300","https://openalex.org/W3017959773","https://openalex.org/W3024255179","https://openalex.org/W3056053599","https://openalex.org/W3088014351","https://openalex.org/W3123456712","https://openalex.org/W3169452671","https://openalex.org/W3194875341","https://openalex.org/W3198021170","https://openalex.org/W3205694627","https://openalex.org/W4280569240","https://openalex.org/W4283158072","https://openalex.org/W4285117028","https://openalex.org/W4293724433","https://openalex.org/W4297810288","https://openalex.org/W4303859133","https://openalex.org/W4312370314","https://openalex.org/W4313164365","https://openalex.org/W4382809052"],"related_works":["https://openalex.org/W6990963003","https://openalex.org/W7017686242","https://openalex.org/W7026855772","https://openalex.org/W7070650398","https://openalex.org/W7056779623","https://openalex.org/W2979694700","https://openalex.org/W2041761179","https://openalex.org/W7217251456","https://openalex.org/W7155328146","https://openalex.org/W7014757988"],"abstract_inverted_index":{"Purpose:":[0],"The":[1,23,93,234],"general":[2],"objective":[3],"is":[4,182],"to":[5,28,34,46,77,171,205,212,256],"determine":[6],"the":[7,13,30,35,39,48,66,74,87,99,104,113,116,156,164,172,175,190,197,214,223,228,231,241,245,250,263,278],"effect":[8],"of":[9,16,63,130,174,230,236,244,249],"marketing":[10,100,237],"strategies":[11,101,238],"on":[12,150],"brand":[14,105,225],"positioning":[15,106,226],"a":[17,57,109,124,127,137,207,261,268],"tourist":[18],"hotel,":[19],"Bagua-Peru.":[20],"Theoretical":[21],"framework:":[22],"theory":[24],"found":[25],"allowed":[26],"us":[27],"deepen":[29,47],"subject":[31],"since,":[32],"due":[33],"pandemic,":[36],"research":[37],"in":[38,155,189,227],"tourism":[40],"sector":[41],"has":[42],"increased,":[43],"helping":[44],"researchers":[45],"study.":[49],"Design/methodology/approach:":[50],"A":[51],"mixed":[52],"approach":[53],"was":[54],"used,":[55],"under":[56],"basic,":[58],"descriptive,":[59],"and":[60,68,80,90,126,159,177,184,193,217,259,274],"correlational":[61],"type":[62],"research.":[64],"Also,":[65],"non-experimental":[67],"phenomenological":[69],"designs":[70],"were":[71],"considered,":[72],"applying":[73],"survey":[75],"made":[76,254],"51":[78],"guests":[79],"interviewing":[81],"3":[82],"hotel":[83],"employees,":[84],"such":[85],"as":[86,154,161,163,260],"manager,":[88],"receptionist,":[89],"administrator.":[91],"Findings:":[92],"descriptive":[94],"results":[95,118],"revealed":[96],"that,":[97],"when":[98],"are":[102,148,168,252],"inappropriate,":[103],"will":[107,202,221],"be":[108,203],"completely":[110],"inadequate.":[111],"On":[112],"other":[114],"hand,":[115],"inferential":[117],"indicated":[119],"that":[120,134,196,240],"both":[121,135],"variables":[122],"reached":[123],"r=0.663":[125],"Kendall's":[128],"Tau-b":[129],"0.656,":[131],"thus":[132],"indicating":[133],"maintain":[136],"considerable":[138],"positive":[139],"correlation.":[140],"Research,":[141],"Practical":[142],"&":[143],"Social":[144],"implications:":[145],"If":[146],"prices":[147],"based":[149],"three":[151],"key":[152],"points,":[153],"client,":[157],"costs":[158],"competition,":[160],"long":[162],"adequate":[165],"distribution":[166],"channels":[167],"considered":[169],"according":[170],"needs":[173],"clients":[176],"an":[178],"efficient":[179],"booking":[180],"system":[181],"implemented,":[183],"if":[185],"we":[186],"add":[187],"announcements":[188],"different":[191],"physical":[192],"digital":[194],"platforms":[195],"company":[198,220,264],"has,":[199],"then":[200],"it":[201],"able":[204],"provide":[206],"good":[208],"organizational":[209],"communication":[210],"allowing":[211],"achieve":[213,222,277],"objectives":[215],"set":[216],"therefore":[218],"this":[219],"long-awaited":[224],"mind":[229],"consumer.":[232],"Originality/value:":[233],"lack":[235],"generates":[239],"innovative":[242],"characteristics":[243],"products":[246],"or":[247],"services":[248],"companies":[251],"not":[253,266,276],"known":[255],"their":[257],"clients,":[258],"consequence":[262],"does":[265,275],"have":[267],"marked":[269],"differentiation":[270],"from":[271],"its":[272],"competitors":[273],"market":[279],"positioning.":[280]},"counts_by_year":[{"year":2026,"cited_by_count":6},{"year":2025,"cited_by_count":10},{"year":2024,"cited_by_count":5},{"year":2023,"cited_by_count":2}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2023-09-27T00:00:00"}