Marco-Gardoqui, MartaGarcía-Feijoo, MaríaEizaguirre, Almudena2025-11-032025-11-032024-06-30Marco-Gardoqui, M., García-Feijoo, M., & Eizaguirre, A. (2024). Changes in marketing strategies at spanish hotel chains under the framework of sustainability. Journal of Tourism, Heritage and Services Marketing, 10(1), 28-38. https://doi.org/10.5281/ZENODO.1377175610.5281/ZENODO.13771756https://hdl.handle.net/20.500.14454/4232This study analyses, based on qualitative research, the changes in marketing strategies and activities at the main Spanish hotel chains in terms of turnover, following their commitment to sustainability. To that end, 8 in-depth interviews were conducted with professionals in management positions at the hotel chains with the highest turnover. Data analysis was conducted using IRaMuTeQ software by performing a Descending Hierarchical Classification (DHC). The results enable us to conclude that product policy, price, distribution and communication are significant classes in text analysis and the price variable predominates over the rest. The analysis also shows positioning is highly important. This research allows to establish the details of the main marketing changes that have taken place at the main organisations in the Spanish tourism sector. It also helps other organisations to define their action framework in the current context of sustainability.eng© 2024 AuthorsHotelsMarketing mixMarketing strategySDGSustainabilityTourismjournal article2025-11-032529-1947