Title

THE PERCEIVED ROLE OF BRANDING TOWARD GUESTS’ REPETITIVE VISITS AND MARKETING STRATEGY EFFECTIVENESS OF MABUHAY ACCOMMODATIONS

Author(s)

Villanueva, Jerry Jr. A

Martir, Ryan Voltaire

Oracion, John Lyod

Affiliation

Misamis University

Degree Program

Bachelor of Science In Hospitality Management

Contributor

Carpio, Renzitelo Alf P. - Adviser

Rosauro, Catherine D. - Panel Member

Laput, Joseph Glenn J. - Panel Member

Ilusorio, Gilda L. - Panel Member

Elmedulan, Arniel Jr. M. - Instructor

Year

2024

Abstract

The vital role of branding toward guests’ behavior and marketing strategy is immensely prevalent in the hospitality sector in today’s extremely competitive business landscape. This study aimed to examine the perceived effectiveness of branding towards guests’ repetitive visits and marketing effectiveness. This study was accomplished from the seven (7) DOT-accredited establishments of Mabuhay Accommodations. Utilizing a descriptive inferential and correlational approach, this quantitative research design was carried out with 191 respondents through a purposive random sampling technique. Each respondent was equally distributed using a 4-point Likert scale survey questionnaire. The data gathered from the survey were analyzed using relevant statistical tools: frequency and percentage distribution, mean and standard deviation, spearman Rho, and simple linear regression analysis. Findings from this study revealed a very high level of branding effectiveness among Mabuhay Accommodations, a very high level of customers’ repetitive visits in terms of satisfaction, loyalty, and engagement, very high level of marketing strategy effectiveness in terms of customer preference, brand affinity, and brand reputation; strong significant relationship between branding and marketing strategy; positive significant relationship between branding and customers’ repetitive visits; positive significant impact of branding on the marketing strategies of Mabuhay Accommodations. Results from this study confirm a strong positive perceived role of branding towards guests’ repetitive visits and the marketing strategy effectiveness of Mabuhay Accommodations. However, the scope of this paper was limited only to the Mabuhay Accommodations within Ozamiz City. Hence, it is recommended that future studies delve into a wider scope of covering the entire region X in Misamis Occidental.

Keywords

branding, customers’ repetitive visits, marketing strategy, accommodations, hospitality industry