A Study on the Factors Constituting the Marketing Competitiveness of 4-Star Hotels in Hanoi

Marketing competitiveness is a key factor and an integral part of the overall competitiveness of hotel businesses. Furthermore, it plays a pivotal role in the recovery and development stage of hotel businesses after the COVID-19 pandemic. Based on a practical survey conducted through questionnaires with 20 senior managers and 134 customers who have experienced services at 4-star hotels in Hanoi, this study identifies the components of absolute marketing competitiveness, including strategic marketing competitiveness and tactical marketing competitiveness, as well as relative marketing competitiveness in comparison with the marketing competitiveness benchmarks of 4-star hotels in Hanoi.