International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 1
Available Online: 25 March 2025
Author/s:
Atienza, Maureen M.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Ylagan, Alex D.
Lyceum of the Philippines University – Batangas, Philippines
Abstract:
CALABARZON is a popular tourist destination, home to numerous resorts that cater to diverse interests and budgets. However, many resorts face challenges in effectively utilizing digital marketing strategies and providing exceptional guest experiences. The lack of targeted digital marketing approaches and limited resources hinder their ability to reach and attract potential customers. Furthermore, a negative guest experience can lead to poor reviews and decreased behavioral intention among guests. The study sought to address these issues by investigating the impact of digital marketing on guest experience and behavioral intention. It aimed to identify gaps and opportunities for improvement in digital marketing practices among resorts. Additionally, the study aimed to understand the factors that contributed to a positive guest experience and its influence on behavioral intention. It also emphasized the importance of investing in digital marketing resources and expertise to effectively leverage digital platforms and maximize the potential guest base. Using a quantitative-descriptive research design on 384 respondents, the Mann-Whitney Test was used to determine the significant difference in the response to the effective use of digital marketing, guest experience, and behavioral intention when grouped according to profile. Furthermore, Spearman rho was used to test the significant relationship among effective use of digital marketing, guest experience and behavioral intention. A model was created as an essential tool for resorts business which revealed the relationships of digital marketing, guest experience as predictors of behavioral intention in a resorts business in CALABARZON.
Keywords: digital marketing, guest experience, behavioral intention, resorts, CALABARZON
DOI: https://doi.org/10.5861/ijrsm.2025.25036
Cite this article:
Atienza, M. M., & Ylagan, Alex D. (2025). Digital marketing, guest experience and behavioral intention among resorts in CALABARZON. International Journal of Research Studies in Management, 13(1), 255-278. https://doi.org/10.5861/ijrsm.2025.25036
* Corresponding Author