Research Literature

In a study done by Valdez (2019), he emphasized the importance of identifying the

trends in the hospitality industry to satisfy the expectations of the customers, resulting in a large

profit margin. The researcher used the descriptive method as the methodology which focuses at

present condition in the purpose to find new truth; the research gathered data with the subjects

of the study and they were 10 hotels namely; Estrellas de Mendoza, Acuatico Beach Resort and

Hotel, Hotel Pontefino and Residences, Mt. Malarayat Golf and Country Club Hotel, Lima Park

Hotel, White Cove, Batulao Evercrest, Pico de Loro, La Playa Calatagan and Monte Carlo the

respondents are managers and hotel staff of the selected hotels in Batangas province. There

are four variables present in the study that helped the researcher to determine the importance of

identifying the trends in the hospitality industry; marketing, human resources, logistics/

operations, and consumer affairs/safety and security. The findings of the study concluded that

According to the findings, it was discovered that the current trends in logistics and operations, as

well as concerns concerning logistics and operations, consumer affairs, and safety and security,

all have an effect on the number of visitors visiting the province of Batangas. The number of

years and the typical number of visitors each year are key factors that have a substantial impact

on the trends and concerns. According to the findings, it was discovered that the problem with

the human resource considerably predicts the increase in the number of visitors that visit the

province of Batangas.

Moreover, in the study of Umali, Rodejo & Cantre (2014) they assessed the level of

engagement on responsible tourism of selected hotels and resorts in Batangas province. The

research employed the variables safety and security, activities, and employees to customer’s

relation to assess the level of engagement on responsible tourism of selected hotels and resorts

in Batangas Province. The study was able to garner responses through a questionnaire and

employed a descriptive method to assess the level of engagement on responsible tourism. Data

were gathered from the 169 employees of the selected hotels and resorts in Batangas Province.
The study concluded that tourism promotes adaptation to the realities of modern life and seeks

to improve the environment and lifestyle possibilities in the host country. Through exposure to

different attitudes and beliefs, tourism encourages progress and modernization. It improves the

host country's facilities and services, as well as the citizens' lifestyle and quality of life. The

majority of hotels practice responsible tourism in terms of facilities; they keep the environment

clean at all times and make it a priority. In terms of safety and security, the majority of them do

not have lockers or safety deposit boxes and in terms of the social relations between the

employees and customers, it showed that the employees treat the last customer of the day like

his first.

Furthermore, in the study published by Breda, Pacheco & Dinis (2019), it tackled the

tourism sector and how it is influenced by many factors, which affect not only the tourism

economy but also induce changes in tourists, transforming their behavior. Hotel establishments,

part of the tourism system, operate in an environment which suffers influences and is highly

competitive. Due to this, it is important to have strategic planning that allows anticipating

changes or threats, namely paying attention to consumers’ needs and expectations. The study

focused on the importance and satisfaction of the hospitality industry. It employed a

questionnaire that was put under statistical analysis/methods to draw the conclusion. The study

gathered data from guests who had stayed at least one night in Portuguese hotels in the

previous two years, and had the conclusion that it is necessary to consider both the consumer-

driven and external environmental trends. The manner in which these are managed and

anticipated will impact the future of tourism. Understanding and knowing the consumer is crucial

to a successful business in the tourism industry. To develop more effective marketing strategies,

it is necessary to comprehend the decision-making process for the purchase of tourism

products.

According to the findings of a study in Kenya by Shikuri and Chepkwony (2013), the

accommodation sector in Kenya, particularly small and medium-sized accommodation

capital, government policies, and power outages. In order to get the data, a descriptive and

exploratory survey was used to undertake this study. It involved 30 employees working in the

hotel industry in Kericho. In addition, 10 managers/owners and 20 supervisors who are in

charge of the hotel employees were inclusive of the respondents; the questionnaires drafted

centered on the challenges faced by employees at work, skills required to accomplish tasks, and

entrepreneurial skills in business. The findings of the study showed that tourism and hospitality

boost the economy. Hoteliers should regard their entrepreneurial issues as opportunities and

work on solutions to overcome them. The study found that entrepreneurs can avoid challenges

by problem-solving, being agile, promoting interfirm cooperation and networking, and embracing

technology and upgrading.

Meanwhile, in a paper published by Chan & Quah (2008), they stated that the tourism

industry has become an important source of revenue for countries like Malaysia. However,

researchers found numerous obstacles to the growth of these small and medium-sized hotels.

The main variable in the research talks about the key issues and challenges faced in managing

their small and medium-sized accommodation businesses in Sabah. The authors were able to

draw conclusions by holding 95 interviews with small and medium-sized accommodation

operators in Sabah. They employed a qualitative approach in their study, where they found out

five key issues faced by the said operators, which are: (a) increasing new hotels, (b) human

resource issues, (c) government regulations and policies, (d) seasonal demand issues and (e)

operational issues. The major challenges faced by operators are related to competition, financial

issues, human resource, government regulations and policies, customer service and

satisfaction, and marketing.

In a study conducted and published by Xiao (2010), it tackled the importance of staff

training in order for the hospitality industry to thrive for survival and development. This includes

information, abilities, and thoughts instiling. The study employed the use of two kinds of
research methods, qualitative research and quantitative research, in the empirical part of this

thesis; both of the research methods are used. Quantitative research was done by sending

questionnaires to the employees to the Food & Beverage department employees; and

qualitative research—personal interviews with the Assistant Human Resource Manager,

Training Manager and supervisor of the western restaurant. The variables included in the

methodologies are job analysis, recruiting, training, and evaluation of hotel staff. The research

results show that the employees have not fully realized the importance of staff training, the hotel

could be in a dangerous situation if employees do not take trainings seriously

Moreover, in a study published by Karatepe (2013) which focused on investigating

whether work engagement functions as a mediator of the effects of high-performance work

practices (HPWPs) on job performance and extra-role customer service. Data were obtained

from full-time frontline hotel employees and their managers in the Poiana Brasov region in

România. The results suggest that work engagement acts as a full mediator of the effects of

HPWPs on job performance and extra-role customer service. This study examined the following

variables: relationship between HPWPs and work engagement. HPWPs have been

conceptualized and measured as a second-order latent variable that is manifested by training,

empowerment, and rewards. The findings of the study shows that the availability of HPWPS,

which includes training, empowerment, and incentives, is directly correlated to increased levels

of job engagement. Employees who were more engaged in their work saw improvements in both

their job performance and the extra-role customer service they provided. In scientific jargon,

work engagement serves as a complete mediator of the impacts of high-performance work

environments on job performance and extra-role customer service.

By having the employees trained, it will increase the customer satisfaction. In a study

done by Kandampully & Suhartanto (2000), they found that loyalty of a firm’s customer has been

recognized as the dominant factor in a business organization’s success. The researchers used a

simple regression analysis model amongst the independent variables (customer satisfaction
with: reception, food and beverage, housekeeping, price and hotel image). Using the data

collected from chain hotels in New Zealand, the findings indicate that hotel image and customer

satisfaction with the aforementioned independent variables are positively correlated with

customer loyalty.

Furthermore, Guthrie, Xiao & Wang (2008) focused on the emerging agency theory as

one of the fundamental frameworks for analyzing the organizational challenge of bringing the

interests of owners (principals) and those who are responsible for the day-to-day operations of

the firm (agents) into alignment with one another. The study’s methodology is analyzing

performance of Chinese publicly listed firms from 1994-2003 which came from the WindDB

database. The researchers analyze these data that came from the WindDB as a panel with

annual year controls. The key independent variables are state ownership, SASAC ownership,

private ownership, multiple owners of >5%, ownership concentration, and interaction of OC and

time. Findings of the study showed that in emerging economies, firms need stability; they need

the monitoring to overcome corruption; and they need the attention of interested owners to help

guide as they learn the rules of the new capitalist system.

In a study done by Connolly and McGing (2007), focuses on exploring the extent of

practices in the hospitality industry with particular emphasis on the practices of staff

empowerment and participation. The methodology employed in this study is questionnaire. It

was chosen as the most appropriate means of obtaining information from managers because

respondents could be targeted in a cost effective method. The variables tackled in the study

centered on the human resource practices associated with high performing work practices. A

total of 71 questionnaires were mailed to managers in all three, four and five ‐star hotels in the

Dublin and greater Dublin area. The findings showed that hotels in Dublin employ a number of

the human resource practices that are associated with high-performing work practices. There

are, however, extremely low levels of employee participation, which, according to numerous

authors, is the foundation of high performance practices.

The researchers have read several researchers to give light on this study. The following

research literature served as a way of gathering information to complete and clarify some

concepts related to this study.

The studies presented by Breda, Pacheco & Dinis; Umali, Rodejo & Cantre; Valdez;

Connolly & McGing; Kandampully & Suhartanto; Karatepe; and Xiao presented the similar

studies in terms of their focused on improving the quality of service by adopting to the trends,

meeting the expectations of the guests, and helping the company itself internally to produce

employees that are competitive in order to thrive under pressure and provide good service.

Aside from improving the personnel’s performance, it was also stated that improving the

facilities of the hotels will allow the guests to easily cope inside the location. Besides that, their

studies focuses on investigating the degree to which techniques are used in the hospitality

sector, with a special emphasis on the practices of worker empowerment and participation

On the contrary, Chan & Quah; Shikuri and Chepkwony; and Guthrie, Xiao & Wang have

their conclusion conflicted with each other. The latter argued that one of the organizational

challenges in the company is bringing the owners and the agents to align their goals with one

another, however, Chan and Quah argue that the problem comes from the external and not

from the internal (i.e., increasing new hotels). The argument of Chepkwony, on the other hand,

argues that hoteliers should use these challenges as opportunities to work on solutions to

overcome them where they can enhance their problem-solving, and adopt technology and

upgrading.

All of the studies are differentiated in the sense that all studies made use of different

variables in order to qualify and produce the results of each research paper. This chapter deals

with the research methods used in the study. It includes a discussion on the research design,

respondents of the study, data gathering instruments, data gathering procedure, and statistical

treatment of data.
Recommendations

The following recommendations were drawn upon assessing the results presented on

Chapter 4 of the study:

1. Based on the findings, the marketing strategies of the hotels needs to be used with the

innovation of technology that will attract the hotels with new customers. This will include

the use of applications, social media, and enhanced tools and infrastructure. Beginning

with the pre-stay phase and ending with the post-stay, the use of the program will help

with the execution of activities like checking in and out. This will facilitate a quicker and

more straightforward method of obtaining the desired services. Next comes social media.

With the fast paced technological advancement, technology is usually accompanied with

the use of social media. Creation of social media accounts and partnering it with

influencers that will further promote the business will maximize the benefits that a post

will induce the management. Lastly, updating the technology by utilizing new tools like

websites, data analytics, cloud communications, and others. By addressing the prevailing

social trends in this way, the total quality of the services is utilized throughout time.

2. Hotels may have an action plan with their staff to perform their job effectively and the

customer will stay as their loyal customers. An action plan that will indicate both the

micro-factors to the macro-factors, specify the needs of a certain field, create a

boundary between the responsibilities of the staffs, illustrate a timetable, and construct a

Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. By plotting the

process from the initial to the final stages, with alternative plans, in cases of failure, it

creates an organization that will track the progress of the management and the hotel

itself.

3. Provision of a best quality service with an attentive staff, respect, amenities, and

memories for the customers should be performed. Accommodation will be the best
 evidence of this quality since there are standards that need to be followed to entertain

the clients. This is due to the fact that customers are attracted to the accommodation

practices that a certain facility provides, not only the equipment and services that it

offers. Similarly, the amenities will be highlighted because of these intangible products

and reflectors that can be offered in line with this practices.

4. The hotels may provide various training, seminars or meetings for their employees, as

this will serve as a guide for them to improve their skills and competitiveness. Training

and seminars regarding the basic foundations in hotel management that will revolve

around regular–preferably annual–executions will have training, reimbursement, and an

improvement of skills. As professional staff are hired beforehand, there are still

reminders that are needed while there are advancements in the training proper because

this foundation will always be the basis for most technology. Hence, the usage of the

facilities and characters that need to be presented to the customers or clients will be

reflected from the essential rights of the client.

5. Safety is ensured through the use of digital systems, like the CCTV camera or closed-

circuit televisions. Through this the automation of tasks and management of data to

promote the safety and security of the customers’ data is established. The reflection of

this can be a tangible record of certain situations that need validation and proof, like those

of abuse, robbery, and/or harassment. Placing it on areas that are critical to these illegal

tendencies by having hidden and exposed parts will establish security and safety to the

clients. Then, the application of technology can be used as it can be monitored through a

wide range computer system or a personal device.

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