International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2023 Volume 11 Issue 14
Available Online: 31 December 2023
Author/s:
Rayos, Juanda Lee T.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study investigates the influence of environmental practices and hotel brand equity on the behavioral intentions of guests in Department of Tourism (DOT) Accredited Hotels in the CALABARZON region. The research aims to describe the demographic profile of respondents, assess environmental practices, evaluate hotel brand equity, determine guest behavioral intentions, examine differences in responses based on demographic profiles, and establish relationships between environmental practices, brand equity, and behavioral intentions. The study employs a quantitative-descriptive research design with descriptive correlation, using a questionnaire adapted from previous studies. The participants include 384 hotel guests aged 18 and above, staying overnight in 3 to 4-star DOT Accredited Hotels in CALABARZON. The data gathering procedure involves on-site surveys, securing permissions, and ensuring respondent anonymity. Data analysis employs percentage frequency distribution, mean and standard deviation, Mann-Whitney U test, Kruskal Wallis test, and Spearman rho. The study yields insightful findings, including the importance of demographic considerations, positive responses to environmental practices and brand equity dimensions, and significant differences in responses based on demographic profiles. The study proposes a comprehensive framework highlighting the interconnectedness of environmental practices, brand equity, and behavioral intentions. Recommendations include routine environmental audits, strengthening brand identity, prioritizing guest experiences, implementing loyalty programs, emphasizing sustainable practices, considering the proposed framework, and suggesting avenues for future research. The study contributes valuable insights for hotel management, policymakers, and future researchers in enhancing sustainability, guest experiences, and brand image in the CALABARZON hospitality sector.
Keywords: environmental practices, hotel brand equity, guest behavioral intention, tourism and hospitality, visit intention
DOI: https://doi.org/10.5861/ijrsm.2023.1183
Cite this article:
Rayos, J. L. T. (2023). Environmental practices, hotel brand equity, and guest behavioral intention of hotels in CALABARZON Region. International Journal of Research Studies in Management, 11(14), 155-166. https://doi.org/10.5861/ijrsm.2023.1183