A Qualitative and Quantitative Study of Marketing Function in the Travel and Tourism and Wealth Management Sectors

A Qualitative and Quantitative Study of Marketing Function in the Travel and Tourism and Wealth Management Sectors

Nikita Rana
MBA Student,  Tecnia Institute of Advanced Studies, Delhi, India

Dr. Monisha
Professor and Head of Department, Department of Management Sciences (BBA),
Tecnia Institute of Advanced Studies, Delhi, India

Dr. Pooja Sharma
Associate Professor and Head of Department, Department of Management Sciences (MBA),
Tecnia Institute of Advanced Studies, Delhi, India

ABSTRACT

This research study examines the pivotal function of marketing within the Wealth Management and the Travel & Tourism industries, exploring how strategic marketing strategies drive customer engagement, perception of the brand, and business expansion. The research involves a mixed-method strategy, integrating qualitative findings from industry experts with quantitative evidence from customer questionnaires to assess main marketing techniques and their performance. The study formulates hypotheses regarding the effectiveness of digital marketing, customer relationship management (CRM) systems, and consumer behavior patterns. Hypothesis testing is conducted using statistical tools to evaluate the impact of online marketing, CRM strategies, and customer trust on business growth and retention rates. The paper contributes to marketing theory by conducting a comparative analysis of two service industries and providing actionable recommendations for gaining and retaining customers in competitive markets.