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

Marketing Strategies Of Old Family Style Restaurants In The Cities Of Batangas

Marc Adrian V. Katigbak | Jan Leobert P. Brucal | Gabrielle Arabelle D. Dalisay | Cassius Clae R. Punzalan | Sevilla S. Felicen

 

Abstract:

The research uses a method, where surveys were given to customers at the longest standing family restaurants, in Batangas cities that have been operating for at least 10 years. The participants were selected through sampling and a revised questionnaire from a study was used to collect data. Statistical analysis techniques, such as distribution weighted mean and rank and non-parametric tests were applied to examine the gathered information. This study aims to enhance our understanding of the marketing tactics employed by family restaurants and shed light on the obstacles they encounter. It seeks to assist entrepreneurs, local authorities, and the community in comprehending the factors influencing these restaurants operations and proposing solutions to overcome challenges. The study utilizes a descriptive quantitative approach, with surveys distributed to participants in the oldest family-style restaurants in Batangas cities with at least 10 years of operation. Purposive sampling was used to identify the participants, and a modified questionnaire from a previous study was used for data collection. Statistical analysis, including frequency and percentage distribution, weighted mean and rank, and non-parametric tests, was employed to analyze the data. The research contributes to the understanding of the marketing strategies of old family-style restaurants and provides insights into the challenges they face. It aims to help entrepreneurs, the local government, and the community better understand the factors affecting the operations of these restaurants and to propose solutions to address the problems encountered.



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