International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2024 Volume 12 Issue 14
Available Online: 2 October 2024
Author/s:
Alcala, Lucky Boy*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (luckyalcala@gmail.com)
Menez, Maria Fe
Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study investigates the relationship between brand image marketability and guests’ behavioral intentions in 4-star hotels within the National Capital Region (NCR), Philippines. As competition in the hospitality sector intensifies, understanding factors that drive guest satisfaction and loyalty is crucial. Using the theory of planned behavior, this research explores how perceived quality, brand awareness, and brand reputation influence guests’ decisions to revisit, recommend, and pay a premium for hotel services. The study employs a quantitative descriptive correlational design, utilizing surveys from 389 hotel guests. Key findings reveal that a strong brand image positively correlates with guests’ willingness to recommend and return to the hotel. Marketability factors, such as location, accessibility, and design, also play a significant role in shaping guest perceptions and satisfaction. Notably, perceived quality emerged as the top predictor of positive behavioral intentions, with design and ambiance influencing guests’ overall experience. These insights offer valuable guidance for hotel operators seeking to enhance their competitiveness by improving brand positioning, refining service quality, and tailoring offerings to meet the preferences of their target audience. The results underscore the importance of strategic branding and marketability in driving guest satisfaction, loyalty, and long-term hotel success in a competitive market.
Keywords: brand image, marketability, guests’ behavioral intention
DOI: https://doi.org/10.5861/ijrsm.2024.1290
Cite this article:
Alcala, L. B., & Menez, M. F. (2024). Brand image, marketability, and guests’ behavioral intention of hotels in the National Capital Region. International Journal of Research Studies in Management, 12(14), 17-28. https://doi.org/10.5861/ijrsm.2024.1290
* Corresponding Author