International Journal of Research Studies in Education
Special Luminary Issue
2024
Volume 13 Issue 16
Available Online: 8 November 2024
Author/s:
Soriano, Wilma Clarisse
Polytechnic University of the Philippines, Philippines (wcjsoriano@gmail.com)
Abstract:
In this era of dynamic progress and rapid change, different industries around the world have included sustainability as part of their core activities in their business operations. Specifically, in the sector of hospitality, where the expectations of the guests are evolving along with environmental and social concerns, businesses are increasingly focusing on adopting sustainable practices to enhance their appeal and meet the demands. This phenomenological qualitative research investigated the lived experiences and perceptions of the resort managers about the sustainability initiatives in their establishments and their impact on their brand equity. Data was gathered through triangulation, employing a combination of nine in-depth interviews with managers and three sets of focus group discussions with supervisors to strengthen the rigor and credibility of the study. Based on the research findings and analysis, the participants described their sustainable resort programs such as green practices, corporate social responsibility, and economic initiatives. The managers also explained how these practices contributed to shaping positive brand equity through increased brand awareness, recognition, credibility, reputation, and loyalty. Furthermore, the study revealed that perceived quality and service standards emerged as mediating forces and leadership appeared to be a moderating variable. The research findings shed light on the implementation of sustainability in resort businesses, which could significantly support the drive for a more sustainable future in the hospitality industry. The study also provides application and grounding into the lack of scholarly studies about the investigation of mediating and moderating factors in a qualitative methodology.
Keywords: phenomenological qualitative research, resort sustainability, brand equity, perceived quality, service standards, leadership, mediating factors, moderating variable
DOI: https://doi.org/10.5861/ijrse.2024.24841
Cite this article:
Soriano, W. C. (2024). Shaping brand equity through sustainability: A qualitative study of the lived leadership experiences of resort managers. International Journal of Research Studies in Education, 13(16), 175-189. https://doi.org/10.5861/ijrse.2024.24841