Digital Versus Traditional Marketing and Consumer Buying Behavior in the Hospitality Industry: Evidence from Sunbird Hotels and Resorts in Malawi

Abstract

This study examines the comparative influence of digital and traditional marketing on consumer buying behaviour in the hospitality industry, using Sunbird Hotels and Resorts in Malawi as a case study. Grounded in a pragmatist philosophy, the study adopts a convergent mixed-methods design combining quantitative and qualitative approaches. Quantitative data were collected from 200 hotel customers using structured questionnaires measured on a five-point Likert scale. In contrast, qualitative data were obtained from 15 marketing and management personnel through semi-structured interviews. Quantitative data were analyzed using descriptive statistics and binary logistic regression, while qualitative data were analyzed thematically. Findings reveal that digital marketing has a stronger, statistically significant influence on booking behavior (p < 0.01; OR = 2.53) than traditional marketing (p < 0.05; OR = 2.01). Key digital drivers include online reviews, social media engagement, and website usability. Traditional marketing remains relevant in reaching consumers with limited digital access. The study concludes that an integrated marketing approach combining digital and traditional channels is most effective in hybrid connectivity environments. The study contributes to hospitality marketing theory by extending the Stimulus–Organism–Response (SOR) framework and provides practical insights for marketing strategy in emerging economies.