| 000 -LEADER |
|---|
| fixed length control field |
03806nam a22004097a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20251201111627.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250930b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
University of Cebu-Banilad |
| Transcribing agency |
University of Cebu-Banilad |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sorino, Yvonne, |
| Relator term |
author. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
The lived experiences of marketing managers in Cebu's 3-star hotels / |
| Statement of responsibility, etc |
Gelie Almaden, Jean Irish Cardeño, Ma. Lizah Cuizon, Cyrll Rhea Oporto, and Yvonne Sorino. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Cebu City, Philippines : |
| Name of publisher, distributor, etc |
University of Cebu-Banilad, |
| Date of publication, distribution, etc |
c2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiii, 151 pages : |
| Other physical details |
colored illustrations ; |
| Dimensions |
11 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type |
volume |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"Marketing managers in Cebu's 3-star hotels play a pivotal role in the local tourism industry, acting as a bridge between hospitality services and customer expectations. Positioned at the forefront of a competitive market, they provide valuable insights into consumer trends, promotional tactics, and operational challenges. As Cebu's tourism industry continues to drive regional economic growth, marketing managers face increasing pressures to adapt strategies that meet evolving market demands. This study explores the experiences of these managers, shedding light on the complexities of maintaining a competitive edge and enhancing hotel performance in Cebu's dynamic tourism landscape.<br/><br/>This study employed a transcendental phenomenological approach to explore the lived experiences of marketing managers in Cebu, Philippines. The research focused on five marketing managers from prominent 3-star hotels, each with at least five years of experience in Cebu, Philippines. Interviews were conducted as the primary data collection method, guided by a specifically created structured interview guide. The data collected through audio-recorded interviews were analyzed using a six-stage thematic analysis process. Ethical considerations were included ensuring informed consent, confidentiality, participant well-being, and autonomy, while mitigating potential risks and respecting participants' right to withdraw at any time.<br/><br/>The themes derived from the marketing managers' experiences in Cebu's 3-star hotels in the aspect of developing and implementing marketing strategies, managing market budget and managing market resources, the themes are: Strategic Marketing and Planning for Business Growth, Digital Marketing and Social Media Strategies and Optimizing Team Performance and Resource Utilization. In relation to the extent of marketing initiatives in increasing market share, income, and profit, the following themes emerged: Building a Strong Brand and Market Presence, Optimizing and Revenue and Operational Efficiency. This study explores the experiences of marketing managers in Cebu's 3-star hotels, highlighting their strategies, budgeting, and market share efforts. Findings reveal adaptive, customer-focused approaches that offer valuable insights for marketers." --Abstract |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
Adult |
| 541 ## - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Deans/Chairperson |
Biore, Christopher |
| Department |
College of Business and Accountancy |
| Subject Category |
Business / Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
Text in English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing management. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing managers. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Strategic marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Business growth. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Digital marketing. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Social media strategies. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Resources utilization. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Team performance. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Almaden, Gelie, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cardeño, Jean Irish, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cuizon, Ma. Lizah, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Oporto, Cyryll Rhea, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Type of record |
Thesis |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| Encoded by |
Janna [new] |
| Date encoded |
09/30/2025 |
