Experiential marketing: influence on satisfaction and loyalty of guests among resorts in cities of Cavite / by Joseph Bryan S. Dob, Christian Paul D. Ombid and James Bryan R. Viray.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2018.Description: xiii, 50 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 658.8  D65 2018
Online resources: Production credits:
  • College of Economics, Management and Development Studies (CEMDS), Department of Management
Abstract: DOB, JOSEPH BRYAN S., OMBID, CHRISTIAN PAUL D., and VIRAY, JAMES BRYAN R. Experiential marketing: Influence on Satisfaction and Loyalty of Guests among Resorts in Cities of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. June 2018. Adviser: Ms. Danikka A. Cubillo. The study was conducted from January to March 2018 in cities of Cavite, to assess the influence of experiential marketing on satisfaction and loyalty of guests among resorts in cities of Cavite. Specially, this study aimed to: (a) know the profile of guests of resort; (b) determine the experience of the guests among resorts in cities of Cavite in terms of sensation, emotion, thinking, acting and association; (c) determine the level of satisfaction of the guests among resorts in the cities of Cavite in terms of price of value, facilities, ambiance and experience; (d) determine the level of loyalty of the guests among resorts in cities of Cavite in terms of attitudinal and behavioral; (e) determine the influence of experiential marketing on level of satisfaction of guests among resorts in cities of Cavite; (f) determine the influence of experiential marketing on the level of loyalty of guests among resorts in cities of Cavite; and (g) determine the relationship between satisfaction and loyalty of guests among resorts in cities of Cavite. Descriptive and correlational methods were employed in this study. The method of data gathering used in this study was a survey questionnaire and a total of 210 usable responses were obtained using purposive and proportional quota sampling technique. The participants of the study were the guests of resorts who were in young and middle age adults in cities of Cavite. Findings revealed that a little over half of the participants are male, single, college graduate and employed. Furthermore, the study revealed that experiential marketing can influence the level of satisfaction of the participants. The experiential marketing can influence the level of loyalty of the participants. Hence that level of satisfaction and loyalty of the participants were significantly related. Participants agreed that they are very comfortable in staying at the resort and it has a very nice ambiance, it provide choice for amenities that the guest liked. And they were also satisfied with the services of the resorts personnel. Further, the participants also agreed that the resort's price range, promo and fee were the best factor that makes them satisfied. Participants were willing to visit the resort again, continue in patronizing the resort and would intend to visit again in the future. It is one of the very important factors that influence customers. It is recommended that resorts owners should not just focus on developing their facilities, they also need to consider the physical environment and the surrounding because guest satisfaction is also affected by the surrounding and environment.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Materials specified URL Status Notes Date due Barcode
Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 658.8 D65 2018 (Browse shelf(Opens below)) Link to resource Room use only T-7502 00077268

Thesis (Bachelor of Science in Business Management Major in Marketing Management) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS), Department of Management

DOB, JOSEPH BRYAN S., OMBID, CHRISTIAN PAUL D., and VIRAY, JAMES BRYAN R. Experiential marketing: Influence on Satisfaction and Loyalty of Guests among Resorts in Cities of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. June 2018. Adviser: Ms. Danikka A. Cubillo.
The study was conducted from January to March 2018 in cities of Cavite, to assess the influence of experiential marketing on satisfaction and loyalty of guests among resorts in cities of Cavite. Specially, this study aimed to: (a) know the profile of guests of resort; (b) determine the experience of the guests among resorts in cities of Cavite in terms of sensation, emotion, thinking, acting and association; (c) determine the level of satisfaction of the guests among resorts in the cities of Cavite in terms of price of value, facilities, ambiance and experience; (d) determine the level of loyalty of the guests among resorts in cities of Cavite in terms of attitudinal and behavioral; (e) determine the influence of experiential marketing on level of satisfaction of guests among resorts in cities of Cavite; (f) determine the influence of experiential marketing on the level of loyalty of guests among resorts in cities of Cavite; and (g) determine the relationship between satisfaction and loyalty of guests among resorts in cities of Cavite. Descriptive and correlational methods were employed in this study. The method of data gathering used in this study was a survey questionnaire and a total of 210 usable responses were obtained using purposive and proportional quota sampling technique. The participants of the study were the guests of resorts who were in young and middle age adults in cities of Cavite. Findings revealed that a little over half of the participants are male, single, college graduate and employed. Furthermore, the study revealed that experiential marketing can influence the level of satisfaction of the participants. The experiential marketing can influence the level of loyalty of the participants. Hence that level of satisfaction and loyalty of the participants were significantly related. Participants agreed that they are very comfortable in staying at the resort and it has a very nice ambiance, it provide choice for amenities that the guest liked. And they were also satisfied with the services of the resorts personnel. Further, the participants also agreed that the resort's price range, promo and fee were the best factor that makes them satisfied. Participants were willing to visit the resort again, continue in patronizing the resort and would intend to visit again in the future. It is one of the very important factors that influence customers. It is recommended that resorts owners should not just focus on developing their facilities, they also need to consider the physical environment and the surrounding because guest satisfaction is also affected by the surrounding and environment.

Submitted to the University Library August 20, 2018 T-7502

Copyright © 2023. Cavite State University | Koha 23.05