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:
Torralba, Murphy A.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (maorralba@lpubatangas.edu.ph)
Ylagan, Alex D.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (apylagan@lpubatangas.edu.ph)
Abstract:
This study aimed to propose a brand identity framework that may be implemented within the resort for service improvement in CALABARZON Region. The researcher assessed the innovation practices, service convenience dimension of guest, and brand identity of resorts in the region. It investigated the significant differences in responses when grouped according to demographic profile and determined the significant relationship that exists between the three main variables. A quantitative research approach was used in the study, including descriptive and correlative research design for better comprehensive results analysis. The respondents of the study were guests who are staying and have stayed at the specified DOT accredited resorts in CALABARZON Region. The instruments applied in this study were adapted and modified from three different studies. Weighted mean and rank were used to analyze the assessment of the three main variables. Shapiro-Wilk Test, Mann-Whitney U Test, and Kruskal Wallis Test were used to determine the significant differences. Likewise, Spearman rho was used to test the significant relationship. The respondents are mostly female, 19 to 25 years old or Gen Z, who stayed in the resort at least twice, and leisure/recreation is the purposed of their visits. The findings of the study may have a theoretical contribution and implication to the growing body of knowledge in resort business. It shows that the better the innovation practices, the better service innovation resulting in an improved brand identity. This implies that resort business may put high prioritization to innovation practices, service innovation and brand identity as these may contribute to the overall success of the business. Lastly, the researcher proposed a brand identity framework which shows the interrelationship among three main variables and extended relevant recommendations.
Keywords: innovation practices, service convenience, brand identity, resorts, CALABARZON region
DOI: https://doi.org/10.5861/ijrsm.2023.1182
Cite this article:
Torralba, M. A., & Ylagan, A. D. (2023). Innovation practices, service convenience and brand identity: Basis for a proposed brand identity framework of resorts in CALABARZON region. International Journal of Research Studies in Management, 11(14), 141-154. https://doi.org/10.5861/ijrsm.2023.1182
* Corresponding Author