International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 16
Available Online: 10 December 2024
Author/s:
Agustin, Nico Angelo C.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study aimed to develop a framework of marketing strategies for 4-star hotels in Metro Manila, focusing on Filipino Gen Z travelers’ preferences and behavioral intentions. Employing a quantitative research approach, the study analyzed relationships between innovations, behavioral intentions, and marketing mix with a sample of 372 Gen Z respondents from 22 DOT-accredited 4-star hotels. Data were collected through adapted instruments and assessed using a Likert Scale, with statistical analyses including the Shapiro-Wilk Test, independent sample t-test, and ANOVA to determine significant differences. The study identified product, technical, and service innovations as key predictors of enhanced guest experiences in hotels, with preferences including wireless internet, modern surveillance systems, and eco-friendly technologies. Word- of-mouth emerged as a significant behavioral intention, with satisfied guests likely to recommend the hotel and boost its reputation. For the marketing mix, Gen Z travelers prioritized clean rooms, competitive pricing, strategic location, engaging promotions, and excellent staff service. These findings emphasized the need for hotel operators to prioritize authentic product and service enhancements, manage their reputation effectively, and align marketing strategies with guest experiences. This approach appealed to Filipino Urban Gen Z travelers and enhanced hotel management and marketing in NCR.
Keywords: behavioral intention, Filipino Gen Z, innovation, marketing mix, National Capital Region
DOI: https://doi.org/10.5861/ijrsm.2024.1329
Cite this article:
Agustin, N. A. C. (2024). Innovation practices, behavioral intention and marketing mix for Gen Zs on hotels in National Capital Region: Basis of a framework for marketing strategies. International Journal of Research Studies in Management, 12(16), 149-177. https://doi.org/10.5861/ijrsm.2024.1329