Marketing is an effective tool in promoting and enhancing the image of any tourism destination. If properly planned and implemented, it will provide very good profit and investment. Using descriptive-correlational research, this study explored of determining if there is a significant relationship between consumers' psychographic intention and purchasing behavior, targeted the domestic and international tourists traveling to Guiuan, Eastern Samar and purchasing local products. A convenience sampling method was utilized to determine the number of respondents. There was a total of 332 tourists participated in the study. Frequency counts, percentages, weighted mean, and Pearson’s correlation was used in the analysis of the results. From the findings, it was revealed that consumers are after to quality of products and service delivery. They are particular to price and the value it can give to the amount they paid for. Information about the products must be available online for easy access of information. Accordingly, it is recommended that local government must work with other agencies in assisting how local owners can enhance their delivery of service. Maintaining the culture of hospitality is highly recommended to create a positive image. Consumers’ data must be gathered for reference in future decision-making from their buying patterns and behavioral purchase. The marketing framework will support different local product manufacturers in developing marketing strategies to enhance the marketability of their products and customer loyalty.
Diversification is one of the main problems faced by every organization. It is considered challenging to handle; hence it caters to diversified attitudes, personality, characteristics, cultural background, perceptions, and values. This study explored the main diversity issue in fast-food chains in Eastern Visayas, Philippines, and its management. A mixed-method research design was used in the study, utilizing a survey questionnaire and an interview guide to gather the data. The results showed that gender inequality is a widespread diversity issue in fast-food chains. A relevant, suitable, and responsive diversity program must be developed to continuously educate employees on the importance of diversity in attaining organizational success. Management commitment is necessary for managing diversity.
Gastronomy tourism offers a unique touristic experience that positively affects other tourism industry sectors. This study focused on assessing gastronomy tourism and its relationship to the hospitality enterprise image of Guiuan Eastern Samar. A descriptive-correlational was applied with two sets of survey questionnaires with Cronbach alpha of 0.87. A total of 400 respondents participated in the survey. The data obtained were analyzed using mean, standard deviation, and Pearson's correlation for the relationship of the variables. The results showed that gastronomy tourism of Guiuan, Eastern Samar, significantly contributed to the local pride and culture of the town as it preserves the local spice herbs and generates employment to the local community. Moreover, product, promotion, and management have a significant relationship to the hospitality enterprise image. Thus, it is recommended to maintain a reasonable price of the gastronomical products and provide sufficient information to encourage more patrons to get in touch with the different travel partners and operators in the region to create effective marketing tactics for the gastronomy tourism of the municipality. Likewise, traditional ways of developing the gastronomical products of the municipality must be preserved, as this serves as a competitive reinforcement for several hospitality enterprises.
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