Resort attributes, brand equity and behavioral intention of resort guests in CALABARZON

Abstract

This study assessed the resort attributes, brand equity, and behavioral intention of resorts' guests in Region IV-A. It includes presenting the respondents' demographic profile, assessing the resort's tangible and intangible attributes, determining brand equity and guests' behavioral intention, testing differences in profile variables, and proposing a framework based on the results. The researcher evaluated the role of attributes, brand equity and guest behavioral intentions using a descriptive quantitative research design. The study employed non-parametric tests such as Shapiro-Wilk test, Mann-Whitney U and Kruskal Wallis to better represent the data. The data from 384 guests of 28 resorts in CALABARZON were collected through a modified questionnaire and analyzed using SPSS version 28. Ethical concerns were addressed to secure study participants' names and resorts in light of the Data Privacy Act of 2021. The study found that most respondents were millennials, single, and local guests visiting the resorts for leisure. There were significant differences in responses based on profile variables, and improving resort attributes and brand equity can positively impact behavioral intention. The CALABARZON region's tourism industry has potential for growth and improvement, and it is recommended that the Department of Tourism promote the area. At the same time, resort owners prioritize sustainable practices and improve their services and amenities. Collaboration with LGUs and local communities can also aid in developing leisure activities and promoting the region's resorts. Future researchers can use the RABIBE Framework to conduct further studies on the resort and its impact on the hospitality and tourism industry.