International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 2
Available Online: 17 March 2022
Author/s:
Brioso, Jessa*
Lyceum of the Philippines University-Batangas, Philippines (jessabrioso@cspc.edu.ph)
Borbon, Noelah Mae
Lyceum of the Philippines University-Batangas, Philippines (nmdborbon@lpubatangas.edu.ph)
Abstract:
The Corona Virus Disease (COVID-19) has forced the hotel industry to adopt digital marketing. The gap lies in the idea of whether the target market will be susceptible to these advertisements seen on a digital marketing platform. The study aims measured the factors and impacts of the adoption of digital marketing on customers’ purchase intention of hotel-related products and services of DOT (Department of Tourism) accredited hotels in Camarines Sur. The exploration utilized a quantitative and descriptive method with 385 respondents identified based on the tourist arrivals in Camarines Sur for the past five years. The qualified participants of the study are those who checked in to DOT accredited hotels in Camarines Sur and corroborated digital marketing as their booking media. Interactivity Theory and Unified Theory of Acceptance and Use of Technology (UTAT) guided the research. In comparing differences, Mann-Whitney Test has been implored. Kruskal-Wallis Test also served as a non-parametric method for testing the significant difference. Results depicted that respondents agreed that all the factors influence them in their adoption of digital marketing. They also agreed that digital marketing impacts their purchase intentions on DOT accredited hotels’ products and services in Camarines Sur. The output is a marketing innovative plan that can be proposed to hotel organizations to improve their digital marketing. Furthermore, future research may focus on maintaining hotel employee service orientation through digital marketing amid the pandemic.
Keywords: digital marketing, factors, impact, influence, new normal
DOI: https://doi.org/10.5861/ijrsm.2022.22
Cite this article:
Brioso, J., & Borbon, N. M. (2022). Digital marketing among DOT accredited hotels in Camarines Sur: Basis for marketing plan. International Journal of Research Studies in Management, 10(2), 63-77. https://doi.org/10.5861/ijrsm.2022.22
*Corresponding Author