International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 5
Available Online: 3 June 2025
Author/s:
Guinto, Marvie M.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Ylagan, Alex D.
Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study investigates the relationship between hotel attributes, service quality, and behavioral intentions among guests of DOT-accredited hotels in Region III (Central Luzon), Philippines. With the rapid evolution of the global hospitality industry and growing guest expectations, hotels must continuously adapt by enhancing both tangible and intangible service elements. Grounded in the SERVQUAL model, this research examines how specific hotel attributes—Essentials, In-Room Amenities, Website, High-Speed Internet Access (HSIA), and Breakfast—alongside service quality dimensions—Reliability, Empathy, Responsiveness, Assurance, and Tangibility—affect guests’ behavioral intentions, including revisit intention, intention to recommend, willingness to pay more, and loyalty. Utilizing a quantitative research design, the study collected data from guests through structured surveys. It also analyzed significant differences across demographic profiles (age, sex, civil status, and purpose of stay) and tested correlations among the key variables. Findings reveal that modern hotel attributes and consistent service quality significantly influence positive guest behaviors. In particular, Essentials and Responsiveness emerged as strong predictors of guest loyalty and revisit intention. The study concludes with a proposed framework for continuous improvement, aiming to enhance guest behavioral intention and provide strategic direction for hotel operators in Region III. This research contributes valuable insights for hospitality practitioners, policymakers, and academics by highlighting the critical interplay between hotel features and service performance in shaping guest decisions. The resulting framework serves as a practical tool for elevating service standards and strengthening the competitive positioning of hotels within Central Luzon’s tourism sector.
Keywords: tourism, hotel attributes, SERVQUAL, Philippines
DOI: https://doi.org/10.5861/ijrsm.2025.25065
Cite this article:
Guinto, M. M., & Ylagan, A. D. (2025). Hotel attributes and service quality among hotels in Region III: Basis of a framework for improved behavioral intention. International Journal of Research Studies in Management, 13(5), 115-131. https://doi.org/10.5861/ijrsm.2025.25065
* Corresponding Author