TABLE OF CONTENTS

1 Title Page
2 Approval Sheet
3 Acknowledgement
4 Dedication
5 Abstract
6 Table of Contents
7 List of Tables
8 List of Figures
9 References
10 Appendices
11 Resume
12 List of Tables (ulit)
13 List of Figures (ulit)

Research Title:
Consumer Behavior and Marketing Rental Strategies Trends of Two Budget Hotels in Taguig City

CHAPTER I:
1. The problem and its background.

a. Introduction
In the words of Kevin Stirtz, delivering exceptional service to your customers sets you
apart because they won't find it anywhere else. This sentiment emphasizes the critical importance of
exceptional customer service, especially in industries like hospitality where service excellence is
paramount. Dissatisfied customers are quick to share their negative experiences, whether via word-of-
mouth or social media, tarnishing a company's image. Satisfied customers, on the other hand, can become
powerful advocates for your company, convincing others to do the same. The hotel industry is a subset of
the hospitality industry specializing in providing consumers with accommodations. Simply put, the hotel
industry is the segment of the service industry that provides guest accommodations or lodgings. Most
definitions of the hotel industry include hotels as well as other types of overnight lodging such as hostels,
motels, inns, and guest houses. However, it does not typically include long-term or permanent
accommodations. Because of the nature of hotel services, they are closely associated with the travel and
tourism industries.
Hotel rental is a thriving industry in tourist destinations and major cities around the
world, with travelers looking for comfortable accommodations during their stays. Despite geopolitical
tensions and terrorist threats, the hotel industry is becoming increasingly competitive. Rental trends
evolve to attract more guests, with constant adaptation to meet changing consumer preferences and
remain competitive. In the view of eZee Absolute (2023), running a hotel requires staying on top of
evolving hospitality landscapes and understanding shifting guest behaviors to remain competitive. This
led researchers to look further into hotel rentals.
According to an article written on a Booking website, sustainable accommodation is
becoming increasingly popular, with 73% of global travelers planning to stay at least once in an eco-
friendly or "green" accommodation when booking their next trip. Furthermore, 70% of travelers are more
likely to book accommodation knowing it is eco-friendly, regardless of whether they are looking for a
sustainable stay (2019). Giving back to the community and the planet is also shown to be important, as
indicated by a survey conducted by Condé Nast Traveler, which showed that 58% of travelers choose a
hotel based on whether it gives back to local people and the planet. Since COVID-19 began to have an
impact on the hotel industry, significant changes in consumer behavior have occurred. Uncertainty is the
primary motivator for guests when searching for and selecting travel destinations. With travel restrictions
in place, people are looking for safer ways to travel, which leads them to book closer to home, avoiding
the risk of traveling through congested areas. Another implication of uncertainty is a delayed booking
time, which means a shorter booking window. The world is becoming more technologically involved, and
hotels will need to keep up to meet the needs of their already tech-savvy guests. Currently, technology in
the hotel industry benefits both the customer experience and, more importantly, the need for a safe and
clean environment. A great example is walking into a fully contactless hotel, which appears to be a simple
feature to provide but goes a long way towards making the guest feel safe and comfortable.
The Philippines' thriving tourism industry has historically attracted significant
investment in its hospitality sector. Presently, there is an increasing demand for hotel rooms from both
local and foreign tourists throughout the country. According to the Xotels Blog (2022), a new generation
of hoteliers emerged in the Philippines in 2006, committed to building high-performing businesses. The
hotel industry landscape has changed significantly, most notably in response to the COVID-19 pandemic.
Pre-COVID practices, marked by outdated concepts and operational procedures, have given way to a
"new normal." The pandemic has caused a shift in people's preferences and expectations, necessitating the
hotel industry's adaptation to meet these changing needs.
There are several hotels located in Taguig City it is known to be one of the ultimate
staycation destinations. From shopping extravaganzas to serene retreats, there is no wonder why people
come to have an unforgettable stay in this bustling city. Hence, why the researchers chose this locale to
conduct the study.
To better understand this study, the researchers sought information about the
expectations, preferences, and decision-making processes of guests. This research aims to provide a
thorough understanding of the current trends in the budget hotel industry, along with a detailed analysis of
the marketing and rental strategies used by these hostels. The research aims to provide valuable insights
and recommendations to those involved in the budget hotel industry by synthesizing data on guest
expectations, preferences, and decision-making processes, as well as an analysis of marketing and rental
strategies. These insights aim to help hotels make better strategic decisions, increase their
competitiveness, improve customer satisfaction, and ultimately drive business success in a dynamic and
changing market landscape.

b. Theoretical Framework

Service-dominant (SD) logic.

Service-dominant (SD) logic is a framework for understanding value creation that
emphasizes the exchange of services between two or more entities. Service-dominant (SD) logic has
grown in popularity as a method of understanding interactions between businesses and their customers.
The theory was developed by scholars Stephen Vargo and Robert Lusch and proposes a shift in our
fundamental understanding of economic transactions from the exchange of goods to the co-creation of
value through services.
According to a book written by Stephen L. Vargo and Robert F. Lusch, service-
dominant (S-D) logic represents a departure from the traditional, foundational, goods-dominant (G-D)
logic of exchange, in which goods were the focus of exchange and services represented a special case of
goods, a logic that marketing inherited from economics. G-D logic of exchange became the dominant
logic of economics and its academic offspring, including marketing. G-D logic implies functional
benefits, and its dominance is why the literature is just now evolving toward grasping the role of more
experiential, expressive, phenomenological, and emotional benefits. S-D logic focuses on the micro-
activity of the exchange of service for service and is the building block via co-creation for the creation
and development of society. S-D logic recognizes the importance of financial feedback from the
marketplace as a learning mechanism. S-D logic is relevant for both profit-oriented and non-profit-
oriented organizations. R. H. Coase theorized that organizations exist and get larger because the costs of
market transactions often exceed the costs of internal organizations. (2006)

Studies that were conducted with a Service-dominant (SD) logic framework are as follows:
Alfakhri, D. H. (2015). Exploring the impact of hotel interior design through service-dominant logic
(SDL) and consumer culture theory (CCT) lenses. (Thesis).
This study examined the role of interior design in a hotel context. Although the role of
interior design is clear in daily life and managerial activities, little consumer research has been conducted
to identify the influential elements of interior design and capture their impacts, specifically within the
hotel industry. Additionally, there is limited theoretical support for the integration of design and business
disciplines, and the integration of consumer culture theory (CCT) and service-dominant logic (SDL)
theories. Addressing these gaps, this study sought to understand the underpinnings of hotel interior design
and explain its role from the distinct perspective of cosmopolitan consumers, through servicescape, CCT,
and SDL lenses. Drawing on the CCT and SDL theories in this research, the perspective of value creation
in SDL is combined with the meaning creation in CCT, to explore what meanings hotel interior design
can convey to hotel consumers, what it means to them, and how it influences them. An interpretive
research paradigm was employed using an inductive approach, and qualitative data was collected through
thirty-seven semi-structured interviews.

FitzPatrick, M., Davey, J., Muller, L., & Davey, H. (2013). Value-creating assets in tourism management:
Applying marketing's service-dominant logic in the hotel industry. Tourism Management, 36, 86-98.
According to this study, Value-creating assets are recognized as critical in today's
tourism management field. However, empirical research to date has not yet developed a useful conceptual
framework for managing and marketing such assets. This paper presents service-dominant logic (S-D
Logic) as a framework for advancing our understanding of intangible assets within the hotel industry. The
research used S-D Logic to analyze intellectual capital (IC) disclosures of 20 publicly listed European and
US hotels. Results showed hotels acknowledge IC assets; in particular, the value embedded in their
brands. However, the hotel companies' disclosures on generic items of Guest and Employees indicate they
are overlooking the capacity for value-creation from such IC. This research, which makes a unique
contribution by applying S-D Logic to examine hotel IC disclosures, recommends developing more
sophisticated constructs for the effective management of hotels' intangible assets. Finally, the S-D Logic
framework has potential application in other areas of tourism management.

Porter’s generic strategies.

Porter's generic strategies describe how a company pursues competitive advantage
across its chosen market scope. There are three/four generic strategies, either lower cost, differentiated, or
focus. A company chooses to pursue one of two types of competitive advantage, either via lower costs
than its competition or by differentiating itself along dimensions valued by customers to command a
higher price. A company also chooses one of two types of scope, either focus or industry-wide, offering
its product across many market segments. The generic strategy reflects the choices made regarding both
the type of competitive advantage and the scope. The concept was described by Michael Porter in 1980.
Michael Porter described an industry as having multiple segments that can be targeted by a firm. The
breadth of its targeting refers to the competitive scope of the business. Porter defined two types of
competitive advantage: lower cost or differentiation relative to its rivals. Achieving competitive
advantage results from a firm's ability to cope with the five forces better than its rivals.
Studies that were conducted with Porter’s generic strategies are as follows:
Ovidiu N. Bordean, Anca I. Borza, Răzvan L. Nistor and Cătălina S. Mitra. (2010) The Use of Michael
Porter’s Generic Strategies in the Romanian Hotel Industry
Based on this study, Porter's generic strategies remain one of the most widely accepted
typologies of strategic options for businesses. Using a survey a sample of 69 hotel managers from the
Nord-West part of Romania was questioned about their current strategic practices. A factor analysis
revealed that hotels are pursuing only two strategies that can be identified as those of Porter. The
regression analysis was used to test if certain practices correlate with the strategies identified earlier in the
study. The ANOVA results indicate between two and five strategic practices were significant for each of
the four strategies. The results of the study are important as they support much of the literature and
discussions about aligning strategic practices with the chosen strategy.

Gitonga Charles Kariuki (2003) Application of Porter’s Generic Strategies Framework in Hospitality
Establishments in Nairobi.
According to the researcher, there is a general application of the generic strategies as
propounded by Porter. Of the establishments studied, 70% use cost leadership, 91.6% use differentiation,
and 75% use focus, while there is evidence that approximately 60% of the respondents use all three
generic strategies or a combination of the strategies. It is also evident that 100 % of the respondents
gather external information about competitors regularly and continuously review their strategies to create
a competitive advantage. This trend is more pronounced especially now that the industry has been going
through some downturn. Differentiation seems to be a major strategy, vin especially to counter the
enormous competition and the very unpredictable external environment the industry deals with especially
the customer with the ever-changing tastes and preferences.

Cognitive Dissonance.
Cognitive Dissonance is a theory made by Leon Festinger, an American cognitive
psychologist in 1900, who is best known for this theory. It has significant implications for understanding
consumer behavior, particularly in decision-making. Cognitive dissonance occurs when individuals
experience discomfort or tension because of holding conflicting beliefs, attitudes, or values. In the realm
of consumer behavior, they may do this by emphasizing the positive aspects of the chosen product or
downplaying the positive aspects of alternatives they did not choose. This process of decision justification
helps individuals maintain a sense of consistency in their choices.
The theory also helps explain the phenomenon of brand loyalty. Once a consumer has
made a choice and invested in a particular brand, they are likely to experience dissonance if they
encounter negative information about that brand. To reduce dissonance, they may become more
committed to the brand and resist changing their preferences.
Marketers and hotel owners can leverage cognitive dissonance theory to design
effective rental strategies. Providing positive reinforcement and information that supports the consumer's
decision can help minimize dissonance. For example, testimonials, positive reviews, and post-purchase
follow-ups can reassure consumers about their choices. It will help marketers and hotel owners build their
different rental strategies that can attract more customers to purchase their services. Understanding the
role of cognitive dissonance in consumer behavior is essential for marketers and businesses.
Acknowledging and addressing potential post-purchase dissonance can contribute to customer
satisfaction, brand loyalty, and positive word-of-mouth, ultimately influencing the consumer's decision-
making process.

A study that was conducted with Cognitive Dissonance is as follows:

Wen Xi, Nigora Baymuminova, Yi-Wei Zhang, Yi-Wei Zhang, Shi-Nyu Xu (2022) Cognitive Dissonance
and Public Compliance, and Their Impact on Business Performance in Hotel Industry.
In this study, the researchers investigated whether cognitive dissonance and compliance
with collective rationality affect hotel CEO management activities. The study surveyed a wide range of
hotel employees, from recruits to CEOs, within 5-star hotels in Seoul to analyze perceptions of
organizational members. A canonical correlation analysis was used to empirically investigate the
correlations and differences among constitutional concepts. The study also used regression analysis to
analyze the influential relationship between variables. The study found that despite the differences in
individual beliefs, compliance to collective beliefs increased when individuals complied and received
compensation despite their differences. The performance perceptions of financial and non-financial
management improved at that time. Some research conducted on Cognitive Dissonance also demonstrates
that individuals with cognitive dissonance modify their behavior and cognition to reduce dissonance. An
individual’s opinion indeed differs from that of the group, but adding a cognitive factor that an individual
is compensated by participating in and respecting the group’s beliefs leads to public compliance with
those beliefs. Due to the strong public cognition and beliefs within the organization, the individual
attempts to keep his or her cognitive and belief systems consistent but complies with them regardless of
his or her cognitive and belief systems. Furthermore, it suggests that managers can improve their
performance by compensating people for conforming to group rules, since management performance is
the end goal of management, and public compliance affects it significantly.

Perceptual Mapping Theory

According to an article written by the Mind Tools Content Team, Perceptual mapping
helps you analyze visually how your target market perceives your product or service. A perceptual map,
an example of which is shown in Figure 1 below, is a simple graph with a vertical and a horizontal axis.
These axes represent the dimensions that you want to analyze, and you label each with the criteria your
customers use to decide whether to buy your offering.
For example, imagine that your organization sells breakfast cereal. You want to know
how customers perceive your cereal, and how they see your competitors' cereal. You think that
healthiness and a feeling of fun are dimensions that your customers use to make their purchase decisions.
To explore this, you would label the left side of the X-axis "unhealthy" and the right
side "healthy." You would then label the top of the Y-axis "fun" and the bottom "boring." You would plot
your cereal, along with your competitors' cereals, on the graph, according to what your customers say.

Figure 1 – Perceptual Map

 When you know how your customers see your product compared with how they see
your competitors' products, you can make an informed decision about how to position it within the
market, you can develop an effective marketing strategy, and you can think about future product
development.
You can also use perceptual maps to decide whether to go ahead with a potential
product, as you can see whether it has a clear, distinct, and valuable market position. You can use the tool
to develop new products, launch new brands, or find new target markets, based on gaps that you've
identified on your map. Most perceptual maps are simple, two-dimensional graphs that compare two
criteria. However, some software products allow you to create more complex, multi-dimensional maps,
with several different attributes.
Input: Output:
Process:
Consumer Behavior and The data analysis resulted in
Marketing Rental Strategies The researchers provided several key findings about the
Trends of Two Budget Hotels in questionnaires to hotel respondents and their
Taguig City. guests to derive a perceptions. The majority of
conclusion. Specifically, respondents were employed,
General Problem: the research will utilize the earning between P10,000 and
The goal of the study is to following measures: P20,000 per month, primarily
Identify the Consumer Behavior female, and aged 18 to 27.
and Marketing Rental Strategies Most respondents were guests
Trends of Two Budget Hotels in •Survey in Goldsberg who stayed in
Taguig City hotels on occasion. Consumers
•Percentage Frequency expressed strong agreement on
1. What is the Demographic Distribution the importance of online
Profile of the Respondents in reviews and ratings when
•Mean and Standard
terms of: choosing a hostel. Furthermore,
Deviation
•Gender evaluations of hotel rental
•Pearson's r correlation marketing strategies revealed
•Age that both hotels' staff were
•Observation
courteous and accommodating,
•Occupation
•Data Analysis. with no significant differences
•Monthly income observed across demographic
profiles. The study observed a
•Hotel they stayed at significant link between
2. How many guests considered consumer behavior and hotel
staying based on? rental marketing strategies,
emphasizing the role of these
•Location factors in shaping guests'
accommodation choices.
•Amenities
•Price of the room
3. What factors are important
to consumers when it comes to
choosing hotels in Taguig City?
4. What rental strategies do the
Figure 1. Conceptual Paradigm of the Study

Figure 1 shows the conceptual model of the study on the correlation between consumer
behavior and marketing rental strategies. The study will adhere to the flow described in the conceptual
framework. This study will use the Input-Process-Output (IPO) model to guide researchers throughout the
process. The IPO model could assist this study in categorizing the necessary data to be used in processing
input and transforming it into output, as well as serving as a foundation for the entire subject matter to be
studied.
The first frame presents the input of the study and includes the demographic profile of
respondents, rental strategies, and the effectiveness of hotel services.
The second frame presents the process of the study that involves quantitative research
designs that the researchers will apply to conduct the study. Quantitative measures such as surveys,
analyzing, and interpreting the data with the use of a Likert scale.
The third frame presents the output of the study which includes the correlation between
consumer behavior and marketing rental strategies, the correlation between consumer trends, and current
marketing strategies' effectiveness in reaching consumers, the adaptability of hotel management in Taguig
City to consumer needs and the important factors to consumers when choosing hotels in Taguig City.
The arrows from the input to the process and the output show the connection and
transformation of the profile and aspects with the actions taken into results that are considered as output.
The arrow from input to output represents feedback which reflects the continuity of the
flow and interconnectedness of the elements.
d. Statement of the Problem

General Problem:
The goal of the study is to Identify the Consumer Behavior and Marketing Rental Strategies Trends of
Two Budget Hotels in Taguig City
1. What is the Demographic Profile of the Respondents in terms of:
1.1 Gender
1.2 Age
1.3 Occupation
1.4 Monthly income
1.5 Hotel they stayed at
2. How many guests considered staying based on?
2.1 Location
2.2 Amenities
2.3 Price of the room
3. What factors are important to consumers when it comes to choosing hotels in Taguig City?
4. What rental strategies do the two selected budget hotels implement to influence consumer
decisions?
5. What future studies can be made based on the findings of the study?

e. Hypothesis
Null hypothesis: There is a significant correlation.
Alternate hypothesis: There is no significant correlation.

f. Scope and Delimitation

Scope of Research.
The scope of this research is to focus on studying the rental behavior of those who rented in Goldsberg
Hotel and Reddoorz (d builders) Hotel and the marketing strategies of the two hostels in Taguig City. The
hotels that are referred to in this research are Goldsberg Hotel which is in General Espino Street South
Signal Village and Reddoorz (d builderz) is in M.L. Quezon Ave—New Lower Bicutan both in Taguig
City.
Delimitations of Research.
This research is limited to gathering data from the respondents who have an experience with lodging at
Goldsberg and Reddoorz (d builderz) rental hostels by conducting the survey questionnaire. The research
results in this study do not represent customer behavior and marketing strategies toward rental services in
all locations.

g. Significance of the study

The researcher believes that this study will provide information that will be beneficial to the following
groups of people:
Hotel owners. The information taken from this study will benefit hotel owners the most. The results can
help them further understand what the trends among consumers are. This study will provide valuable
insights and strategies direction that can improve marketing rental strategies of their hotel ultimately
leading to increased customer satisfaction, operational efficiency, and financial success.
Teachers. The findings of this study will provide marketing teachers with knowledge about consumer
behavior and rental strategies. providing them with the knowledge to impart.
The learners. In particular, Marketing Students will better understand the correlation between consumer
trends and marketing rental strategies. The significance of this study for marketing students lies in its
potential to bridge the gap between theory and practice, providing practical experiences that can shape
their understanding of the dynamic and competitive field of hostel rental and marketing strategies.
Future researchers. The findings of this study hold significance for future researchers by contributing to
academic knowledge, informing hotel industry practices, and laying the groundwork for further
exploration in this dynamic and evolving field.
h. Definition of terms
For better understanding, the important terms used in this study have been defined. The terms are as
follows:

Amenities-
Consumer Behavior- is defined as the behavior that consumers display in searching for, purchasing,
using, evaluating, and disposing of the products and services that they expect will satisfy their needs.
(Consumer Behaviour, 2014)
Hotel-
Marketing Rental Strategy-

CHAPTER II:

Review of Related Literature

This chapter provides ideas relevant to the current subject that are related to other studies. Researchers
gathered the contents of this chapter from published and unpublished materials available online. It
includes…….. The foreign and local literature studies contain facts that will aid in understanding the
research further.

Research Related to the Rental Hostel Business

Hotel rentals are a common business in and around major cities as well as popular
tourist destinations. Throughout their vacation, travelers anticipate retiring to comfortable hotel rooms.
According to Eduardo Vaz Pinto Rebelo de Andrade's study, it is possible to establish a new type of
lodging in Portugal called a "Business Hostel" that would cater to business visitors through strategic
studies. Based on the study, the following variables will likely have a greater influence on customer
preferences shortly: the hotel network’s geographic coverage, staff training, customer loyalty, repeat
business, adaptation to customer demands, guest security, and customer feedback. It includes
considerable rivalry for business travelers as well. (Lobo, J.S 2014) Loyalty programs offered by hotels
give frequent visitors discounts. Additionally, to address the various current sectors, hotel companies are
developing different levels of services. New competitors provide various services for the budget and
economical market segments. Through the use of Strategic Intent-Based Planning, it was achievable to
establish that the concept of a business hostel has a strong chance of success in three out of four possible
situations that were explained.
Overall, the study provides insights into the evolving landscape of hotel rentals,
highlighting the emergence of innovative lodging concepts and the strategic considerations involved in
meeting customer preferences and competition in the market.

Airbnb offers numerous benefits to its stakeholders, ranging from customers to property
owners and the larger community. Customers are drawn to Airbnb primarily because of its lower cost
than traditional accommodations such as hotels. According to studies, Airbnb accommodations are
generally less expensive, making travel more accessible to a wider demographic (Bucher et al., 2018).
Furthermore, Airbnb provides travelers with a unique opportunity to immerse themselves in local culture
and lifestyle, adding authenticity to their travel experience (Gurran and Phibbs, 2017). This experience is
frequently achieved by staying in listed apartments, houses, or private rooms, which allow guests to live
as locals rather than tourists.
For property owners, Airbnb presents a chance to maximize the utilization of their
underutilized assets. By renting out spare rooms, apartments, or even entire homes, property owners can
generate additional income streams, effectively monetizing their unused spaces. This aspect of Airbnb has
enabled individuals to become micro-entrepreneurs, leveraging their properties to generate extra income.
Beyond the direct stakeholders, Airbnb has an impact on the larger community by
creating economic opportunities. The influx of tourists booking Airbnb accommodations benefits local
economies by increasing spending on dining, shopping, and entertainment. Additionally, Airbnb hosts
frequently recommend local businesses to their guests, increasing the visibility and patronage of small
businesses in the community.
In the context of this research study, the rental strategies of established hotels such as
Goldsberg Hotel and Reddoorz were modified to gain insight into the dynamics of the hospitality industry
in the era of Airbnb. This adaptation enables a thorough examination of how traditional hospitality
establishments respond and adjust to the changing landscape created by the emergence of disruptive
platforms such as Airbnb.

c. Relevance of the Literature to the Present Study

CHAPTER III:
This chapter describes the research design method conducted by the researchers to answer the problems
presented in the study. The population, sample size, sampling technique, description of respondents, the
instrument used, data collection procedures, and statistical treatment of data.

a. Research Design

The researchers will employ the quantitative method and a descriptive research design
to determine the rental strategies implemented by the two selected hotels to influence consumers'
decisions in Taguig City. According to the article “Key Elements of a Research Proposal Quantitative
Design” this type of design, seeks to describe the status of an identified variable. These research projects
are designed to provide systematic information about a phenomenon. The researcher does not usually
begin with a hypothesis but is likely to develop one after collecting data. The analysis and synthesis of the
data provide the test of the hypothesis. (n.d)

Population, Sampling, and Sampling Technique.

Population
This study was conducted in Taguig City, specifically for guests who reside in the two
selected hotels:
•Goldsberg, 11a GENERAL ESPINO STREET ZONE 6 South Signal Village Taguig City.
•Reddoorz( D builder's), M.L.QUEZON AVE., New Lower Bicutan Taguig City.

Sample Size and Sampling Technique

The researchers utilized simple random sampling, which is a type of probability
sampling in which the researcher randomly selects a subset of participants from a population. The
respondents from this research are hotel guests who have stayed at or still residing in the two selected
hotels. The number of samples was calculated using Slovin’s formula where the margin of error is 7%
confidence level, 95% population size of 200, and the response of distribution was 50% with a total
recommended size of 100.

c. Research Instrument
The researchers created an online survey through Google Forms. It was answered by
100 respondents in Taguig City. The contents of the questionnaires consisted of a series of Likert Scales
in which the options can be in the form of a rating. The results from this survey were then used for
analysis. In statistics, Slovin’s formula is used to calculate the minimum sample size needed to estimate a
statistic based on an acceptable margin of error.
Slovin’s formula is calculated as:
n = N / (1 + Ne2)
where:
n: Sample size needed.
N: Population size.
e: Acceptable margin of error.

e. Data Gathering Procedure

Once the permit to conduct the study is granted by our Marketing Research Professor,
the researchers will then proceed to distribute the online forms to hotel guests who reside in Goldsberg
and Reddoorz hotels. The gathering process starts with identifying the research problem. The researchers
used a descriptive research design, which aims to collect information systematically to describe a
phenomenon, situation, or population. Data for the instrumentation were collected using a survey
questionnaire. Respondents for this study were hotel guests who had stayed at or lived in the two chosen
hotels. After gathering enough data from the required number of respondents, the study's findings will be
analyzed and treated statistically.

Step 1 – Identify the Research Problem

Step 2 – Select a Research Design

Step 3 – Select a Research Instrument

Step 4 – Determine the Research Participants

 Step 5 – Creation of Google Forms Survey

Step 6 – Conduct the Survey

Step 7 – Synthesize Data

Step 8 – Derive a Conclusion/Recommendation

Figure 2. Data Gathering Procedure

f. Statistical Treatment of Data

The statistical procedures listed below will be applied to interpret the survey data:

Percentage Frequency Distribution

The researchers will use this strategic procedure to display the data that indicates the
percentage of observations for each data point. It is a commonly used method for expressing the relative
frequency of survey responses and other data.

Mean and Standard Deviation

The researchers will use this to determine where sample measurements are appropriate
inferences for the population; the standard deviation of those measurements is crucial. The standard
deviation is a measurement of the mean; that is, a large standard deviation indicates that the data points
are far from the mean, and a small standard deviation indicates that they are clustered closely around the
mean.
Pearson's r correlation

This will serve as an indicator for the researchers to determine how strongly two
variables are associated. The values of Pearson's correlation coefficient, r, range from -1 to +1. A perfect
linear relationship between the two variables is indicated by values of −1 or +1, while no linear
relationship is indicated by a value of 0. Negative values merely show which way the association is going
that is, when one variable rises, the other falls. A linear relationship, albeit not a perfect one, is indicated
by correlation coefficients that deviate from 0 but are not −1 or +1.

CHAPTER IV:

This chapter deals with the presentation, analysis, and interpretation of data. It contains the

textual and tabular presentation of data, quantitative and qualitative analysis of data, and interpretation of

data in the light of relevant literature.

I. Profile of the Respondents

Table 1 presents the profile of the respondent in terms of gender.

Table 1. Profile of the Respondents by Gender

Gender Frequency Percent
Male 29 29.0 %
Female 69 69.0 %
Prefer not to say 2 2.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 1 that the highest number

of respondents in terms of Gender were Females with a frequency of 69 and a percentage of 69.0%.
 Table 2 presents the profile of the respondent in terms of age.

Table 2. Profile of the Respondents by Age

Age Frequency Percent
18 – 27 66 66.0 %
28 – 36 22 22.0 %
37 – 45 9 9.0 %
46 - 54 3 3.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 2 that the highest number

of respondents in terms of Age were aged 18 - 27 with a frequency of 66 and a percentage of 66.0%.

Table 3 presents the profile of the respondent in terms of occupation.

Table 3. Profile of the Respondents by Occupation

Occupation Frequency Percent
Employed 57 57.0 %
Self-employed 6 6.0 %
Unemployed 10 10.0 %
Student 27 27.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 3 that the highest number

of respondents in terms of Occupation were aged employed with a frequency of 57 and a percentage of

57.0%.

Table 4 presents the profile of the respondent in terms of monthly income.

Table 4. Profile of the Respondents by Monthly Income

Monthly Income Frequency Percent
P10,000 – P20,000 75 75.0 %
P21,000 – P30,000 15 15.0 %
P31,000 – P40,000 3 3.0 %
P41,000 above 7 7.0 %
Total 100 100 %
 It is clearly shown in the frequency and percentage distribution in Table 4 that the highest number

of respondents in terms of Monthly Income are earning P10,000 – P20,000 per month with a frequency of

75 and a percentage of 75.0%.

Table 5 presents the profile of the respondents in terms of the hotel they stayed in.

Table 5. Profile of the Respondents by Hotel They Stayed In

The hotel they Stayed In Frequency Percent
Goldsberg Hotel 65 65.0 %
Reddoorz Hotel 35 35.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 5 that the highest number

of respondents in terms of the hotel they stayed in was Goldsberg Hotel with a frequency of 65 and a

percentage of 65.0%.

Table 6 presents the profile of the respondent in terms of the frequency of check-in.

Table 6. Profile of the Respondents by Frequency of Check-In

Frequency of Check-In Frequency Percent
Rarely Check-Ins 39 39.0 %
Occasionally Check-Ins 47 47.0 %
Frequently Check-Ins 14 14.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 6 that the highest number

of respondents in terms of Frequency of Check-In were occasionally check-ins with a frequency of 47 and

a percentage of 47.0%.

II. Assessment on the Level of Agreement of Consumer Behavior

Table 7 shows the assessment of the level of agreement of consumer behavior.

Table 7. Assessment of the Level of Agreement of Consumer Behavior

Consumer Behavior Mean SD Interpretation
1. I consider online reviews and ratings when 4.54 0.77 Strongly Agree
 selecting a hostel.
2. When selecting a hotel, I prefer to use online 4.10 0.96 Moderately
booking platforms. Agree
3. When selecting a hotel, I prefer to check in 4.05 0.90 Moderately
through walk-ins. Agree
4. The pricing of hotels significantly influences 4.32 0.90 Strongly Agree
my decision-making process.
5. When I'm choosing a hotel, I consider the 4.48 0.83 Strongly Agree
location to be very important.
6. My preference increases the more amenities 4.38 0.84 Strongly Agree
the hotel provides.
7. My preference increases the more services 4.42 0.84 Strongly Agree
the hotel provides.
8. I am influenced by promotional offers or 4.30 0.98 Strongly Agree
discounts when making hotel reservations.
9. The reputation of a hotel brand significantly 4.28 0.95 Strongly Agree
impacts my choice of accommodation.
10. I prefer hotels that emphasize sustainability 4.43 0.88 Strongly Agree
and eco-friendly practices.
Overall 4.33 0.90 Strongly Agree

It is clearly shown in Table 7 that the overall mean for consumer behavior is 4.33 with a standard

deviation of 0.90 and interpreted as strongly agree. Moreover, item number one (1) got the highest mean

of 4.54 with a standard deviation of 0.77 and was interpreted as strongly agree, thus we can conclude that

the consumers consider online reviews and ratings when selecting a hostel.

III. Assessment on the Level of Agreement of Hotel Rental Marketing Strategies

Table 8 shows the assessment of the level of agreement of hotel rental marketing strategies.

Table 8. Assessment of the Level of Agreement of Hotel Rental Marketing Strategies

Intellectual Motivation Mean SD Interpretation
1. Based on the quality of the rooms, the rates 4.39 0.84 Strongly Agree
for hotel rooms are appropriately set.
2. The hotel offers various pricing options 4.27 0.90 Strongly Agree
tailored to different customer segments and
preferences.
3. Hotel marketing effectively communicates 4.30 0.93 Strongly Agree
the unique features and amenities of the
property.
4. Hotel offers a satisfactory range of 4.34 0.89 Strongly Agree
amenities, such as toiletries, towels, and
bedding.
5. Hotels that use technology are more 4.36 0.82 Strongly Agree
appealing to me.
 6. The hotel staff members are courteous and 4.50 0.80 Strongly Agree
helpful.
7. The check-in process at the hotel is smooth 4.46 0.81 Strongly Agree
and efficient.
8. The hotel rooms are clean and well- 4.43 0.89 Strongly Agree
maintained.
9. I mostly find hotel advertisements on social 4.33 0.87 Strongly Agree
media rather than on their website
10. I find hotel promotions and advertisements 4.30 0.88 Strongly Agree
to be informative and persuasive.
11. Online advertisements from their website or 4.17 0.91 Moderately
social media influence my awareness of hotel Agree
options.
12. Personalized marketing messages positively 4.18 0.95 Moderately
influence my decision to book a hotel. Agree
Overall 4.34 0.88 Strongly Agree

It is clearly shown in Table 8 that the overall mean for hotel rental marketing strategies is 4.34

with a standard deviation of 0.88 and interpreted as strongly agree. Moreover, item number six (6) got the

highest mean of 4.50 with a standard deviation of 0.80 and was interpreted as strongly agree, thus we can

conclude that the hotel staff members of both the hotels in this study are courteous and helpful.

IV. Differences in the Hotel Rental Marketing Strategies

Table 9 shows the differences in tourist travel motivation when grouped according to the

demographic profile of the respondents.

Table 9. Differences in Hotel Rental Marketing Strategies when grouped according to their
Demographic Profile
Demographic Decision on
F-value p-value Remarks
Profile Ho
Gender 2.350 0.254 Accept Ho Not Significant
Age 1.955 0.194 Accept Ho Not Significant
Occupation 1.100 0.377 Accept Ho Not Significant
Monthly
2.651 0.114 Accept Ho Not Significant
Income
The hotel they
3.867 0.054 Accept Ho Not Significant
Stayed In
Frequency of
2.148 0.131 Accept Ho Not Significant
Check-In
 It is clearly shown in the table above that there are no significant differences when hotel rental

marketing strategies are grouped according to the demographic profiles of the respondents with p-values

of .254 (Gender), .194 (Age), .377 (Occupation), .114 (Monthly Income), .054 (Hotel they Stayed In) and

.131 (Frequency of Check-In) which are all greater than the alpha value (.05).

V. Relationship between Consumer Behavior and Hotel Rental Marketing Strategies

Table 10 shows the relationship between consumer behavior and hotel rental marketing strategies.

Table 10. Relationship between Consumer Behavior and Hotel

Rental Marketing Strategies
Pearson’s r p-value Decision on Ho Remarks
0.895 <0.001 Reject Ho Significant

It is clearly shown in the table that there is a significant relationship between consumer behavior

and hotel rental marketing strategies given that the p-value is <.001 which is greater than the alpha value

(.05) with an r-value of .895 indicating a strong positive correlation.

VI. Satisfaction of the Respondents

Table 11 presents the satisfaction of the respondents in terms of how satisfied they are with the

overall quality of hostels they have stayed in recently.

Table 11. Satisfaction of the Respondents by How Satisfied they are with the Overall Quality of
Hostels they have Stayed in Recently
Frequency Percent
Very Satisfied 68 68.0 %
Satisfied 31 31.0 %
Very Dissatisfied 1 1.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 11 that the highest

number of respondents were very satisfied when questioned about how satisfied they are with the overall

quality of the hotels they have stayed in recently with a frequency of 68 and a percentage of 68.0%.
 Table 12 presents the satisfaction of the respondents in terms of how likely they are to

recommend the hostel they have stayed in to others.

Table 12. Satisfaction of the Respondents by How Likely are they to Recommend the Hostel they
have Stayed in Others.
Frequency Percent
Very Likely 64 64.0 %
Likely 33 33.0 %
Unlikely 3 3.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 12 that the highest

number of respondents were very likely to recommend the hotels they have stayed in recently with a

frequency of 64 and a percentage of 64.0%.

Table 13 presents the satisfaction of the respondents if they were satisfied with the service

provided by the hotels.

Table 13. Satisfaction of the Respondents if they were Satisfied with the Service Provided by the
Hotels
Frequency Percent
Very Satisfied 70 70.0 %
Satisfied 28 28.0 %
Dissatisfied 1 1.0 %
Very Dissatisfied 1 1.0 %
Total 100 100 %

It is clearly shown in the frequency and percentage distribution in Table 13 that the highest

number of respondents were very satisfied with the service provided by the hotels they have stayed in

recently with a frequency of 70 and a percentage of 70.0%.

CHAPTER V:

Summary of Findings
Based on the data gathered, several key insights have emerged about respondents'
demographics and preferences, as well as their perceptions of hotel rental marketing strategies and
consumer behavior. The majority of respondents were employed, earning between P10,000 and P20,000
per month, with a sizable proportion being female and aged 18 to 27 years old. Furthermore, a significant
proportion of respondents were guests from Goldsberg who stayed in hotels on occasion.
In terms of consumer behavior, respondents showed a strong preference for online
reviews and ratings when choosing a hotel, indicating that digital feedback has a significant impact on
accommodation choices. Furthermore, the assessment of respondents' level of agreement with hotel rental
marketing strategies revealed a consensus on the polite and accommodating nature of hotel staff in both
establishments. Furthermore, there were no significant differences in the effectiveness of marketing
strategies based on respondents' demographic profiles.
Furthermore, the study observed a significant link between consumer behavior and
hotel rental marketing strategies, emphasizing the role of these factors in shaping guests' accommodation
choices. Notably, respondents expressed high levels of satisfaction with the overall quality of hotels they
had stayed in, with the majority saying they would strongly recommend these establishments to others.
This sentiment was echoed in their positive feedback on the quality of service received during their stays,
emphasizing the importance of providing exceptional guest experiences to foster guest satisfaction and
loyalty.

Conclusion:
During data collection, various aspects of respondents' profiles were identified,
including gender, age, occupation, and income. This demographic profiling provides a better
understanding of how various segments of the population interact with hotel rental marketing strategies.
After analyzing the relationship between consumer behavior and hotel rental marketing, it became clear
that the two variables have a significant correlation. However, it was discovered that frequent check-ins,
particularly via online booking platforms and walk-ins, were lower than other methods.
 The study delved deeper into the factors that influence consumer behavior in the
context of hotel rentals. When making accommodation decisions, consumers prioritize several key
elements. These factors include the hotel's location, online reviews and ratings, available services and
amenities, pricing, and special offers. Understanding the importance of these factors can help hoteliers
tailor their marketing strategies to better meet consumer preferences and expectations.
Moreover, the study investigated the effectiveness of different hotel rental marketing
strategies from the perspective of hotel employees. Among the strategies evaluated, maintaining a
courteous and helpful demeanor toward guests emerged as one of the most effective. This finding
emphasizes the importance of exceptional customer service in shaping guest perceptions and driving
satisfaction levels. Hotels can improve their overall marketing effectiveness and cultivate positive guest
experiences by prioritizing staff training and fostering a hospitality culture, resulting in increased
customer loyalty and business success.

Recommendation:
Based on the conclusions drawn from the study, the researcher proposes several
recommendations to enhance the effectiveness of hotel marketing strategies. Firstly, there is a suggestion
to bolster online advertisements across websites and social media platforms to raise awareness of
available hotel options. Given the increasing reliance on digital platforms for travel planning and
booking, investing in targeted online advertisements can significantly expand the reach of hotels to
potential guests. By strategically placing advertisements on popular websites and engaging with
audiences on social media, hotels can increase visibility and attract more bookings.
Furthermore, the survey questionnaire results show that personalized marketing plays a
significant role in influencing booking decisions. Tailoring marketing communications to specific
preferences and interests can help potential guests have a more compelling and engaging experience.
Special offers, customized recommendations based on previous preferences, and targeted promotions
designed to appeal to specific demographics or traveler segments are all examples of
personalized messages. Hotels can use data analytics and customer insights to create more relevant and
impactful marketing campaigns that increase conversions and customer satisfaction.
In summary, the recommendations emphasize the importance of online advertising and
personalized marketing in maximizing hotel marketing efforts. Adopting these strategies allows hotels to
effectively reach and engage with their target audience, resulting in increased bookings and revenue.

Note for the last part:

Resume of a student who is related to the study.