The lived experiences of marketing managers in Cebu's 3-star hotels / Gelie Almaden, Jean Irish Cardeño, Ma. Lizah Cuizon, Cyrll Rhea Oporto, and Yvonne Sorino.
Material type:
TextPublisher: Cebu City, Philippines : University of Cebu-Banilad, c2024Description: xiii, 151 pages : colored illustrations ; 11 cmContent type: text Media type: unmediated Carrier type: volume Subject(s): Marketing management | Marketing managers | Strategic marketing | Business growth | Digital marketing | Social media strategies | Resources utilization | Team performanceSummary: "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.
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.
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
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College Library Periodicals Index | T So68li 2024 (Browse shelf) | Not for loan | 3UCBL000029081 |
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Includes bibliographical references.
"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.
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.
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
Adult
Biore, Christopher College of Business and Accountancy Business / Management
Text in English
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