000			03806nam a22004097a 4500
003			OSt
005			20251201111627.0
008			250930b |||||||| |||| 00| 0 eng d
040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aSorino, Yvonne, _eauthor.
245			_aThe lived experiences of marketing managers in Cebu's 3-star hotels / _cGelie Almaden, Jean Irish Cardeño, Ma. Lizah Cuizon, Cyrll Rhea Oporto, and Yvonne Sorino.
260			_aCebu City, Philippines : _bUniversity of Cebu-Banilad, _cc2024.
300			_axiii, 151 pages : _bcolored illustrations ; _c11 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references.
520			_a"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
521			_aAdult
541			_xBiore, Christopher _yCollege of Business and Accountancy _zBusiness / Management
546			_aText in English
650			_aMarketing management.
650			_aMarketing managers.
650			_aStrategic marketing.
650			_aBusiness growth.
650			_aDigital marketing.
650			_aSocial media strategies.
650			_aResources utilization.
650			_aTeam performance.
700			_aAlmaden, Gelie, _eauthor.
700			_aCardeño, Jean Irish, _eauthor.
700			_aCuizon, Ma. Lizah, _eauthor.
700			_aOporto, Cyryll Rhea, _eauthor.
942			_2ddc _cTHE
998			_cJanna [new] _d09/30/2025
999			_c14485 _d14485