The changing market conditions: Business coping and marketing strategies in a private hotel as related to guest experience and satisfaction

Abstract

This study determined the business coping and marketing strategies in the changing market conditions of a private hotel and their relationship on guest experience and satisfaction. Conducted at private hotel from October 2022 to April 2024, with data collection specifically taking place from February 2024 to April 2024, the study involved hotel guests who were randomly selected based on their willingness to participate, which eventually yielded a total of 100 guest respondents, and all 50 employees who have been working at the hotel since 2019. Using a survey-correlational research design, two distinct researcher-made instruments were employed to gather the necessary data: the "Guest Experience and Satisfaction Research Instrument" for hotel guests and the "Business Coping and Marketing Strategies Research Instrument" for employees. Descriptive statistics (Frequency Count, Percentage, Mean, and Standard Deviation) were used to summarize and describe the data. Inferential statistics (t-test, ANOVA, and Pearson’s Correlation Coefficient) were used to determine significant differences or relationship between variables. The findings provided insights into the effectiveness of coping and marketing strategies at a private Hotel. They revealed the extent of strategy implementation and their influence on guest experience and satisfaction. Strengths and areas for improvement were identified, enabling the hotel to align strategies with guest expectations, enhance satisfaction, foster loyalty, and establish positive emotional connections.