Home⇛Journal of Tourism and Hospitality Research⇛vol. 21 no. 1 (2024)

Marketing Strategies Of Hotels In The Cities Of Batangas

Byron Joshua M. Landicho | Jhessel D. Dalwampo | Erica V. Gonzales | John Patrick H. Patulot | Kyla Marjorie R. Quindoza | Juricen D. Reyes | Sevilla S. Felicen

 

Abstract:

Establishing a competitive marketing strategy can help hotel businesses increase bookings and income, reach out to their target market, display their market proposal, and strengthen their market brand. The purpose of this study is to establish a link between hotel marketing strategies and how it directly influences the growth of hotel businesses by examining the relative distinctiveness of the growth strategies they utilized and applied throughout their service. In particular, the study presented the respondents in terms of their demographic profiles, as well as examined the business growth strategies in terms of market development strategy, penetration strategy, product development strategy, and diversification strategy. A descriptive quantitative design was utilized as the data collection instrument by 207 hotel employees to assess the varied marketing strategies used by various hotel businesses in different cities within Batangas province. To identify the demographic profile of the selected respondents, statistical approaches such as frequency distribution and percentage distribution were utilized. Furthermore, all analyses, including the Shapiro-Wilk and Kruskal Wallis tests, were carried out using SPSS version 28. According to the study's findings, most of the respondents have a bachelor’s degree, which has helped them further understand the concepts associated with conventional hotel marketing strategies, and they have only been working at their respective hotel establishment for less than two years. Moreover, according to the Post Hoc Result, when it comes to penetration and diversification strategies, hotel personnel with a bachelor’s degree have a higher appraisal. Likewise, employees with less years of experience in the organization are less receptive to penetration approaches. Ultimately, hotel management and personnel should collaborate with local stakeholders to focus on company advertising, brand awareness, and customer retention through the implementation of innovative marketing strategies for the hotel business.



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