Servicescape, Digital Marketing Strategies and Guest Experiences on Themed Resorts in CALABARZON
Journal Title: International Journal on Hospitality and Tourism Research - Year 2022, Vol 1, Issue 1
Abstract
The study aims to determine the service scape quality of themed resorts, their digital marketing strategies as determinants of guest experience. The respondents of the study were the 389 guests of selected 5 Themed resorts in CALABARZON. Results revealed that the guests of Themed resorts excellently rated the spatial lay out and functionality, ambient condition and Sign, Symbol and Artifacts They also believed that digital marketing strategies were very effective in terms of audience impact, website interactivity and website accessibility. As to extent of guest experience, respondents excellently rated their Interpersonal, Professional and Technical dimension of their stay. There is a significant difference between servicescape quality, guest experience and promotional strategy when profile variables are grouped as to theme resort and frequency of visit, number of companions and reasons of visit. However other variables like ambient condition and spatial lay out is not significant to number of companion and reasons for visit, website interactivity is not significant to number of companion and reasons for visit and professional dimension to number visit. The researcher recommends themed resorts marketing department of the themed resort may collaborate with the IT specialist to improve the newsletter and the website of the resort. Further, human resource department is encouraged to spearhead a seminar on interpersonal relationship among guest and employees as part of professional development. Feedback may also be done as part of the performance evaluation of both employees and resorts operation.
Authors and Affiliations
Leslie T. Salazar, PhD IHTM
Keywords
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