ASSESSING BRAND EQUITY OF DEPARTMENT OF

TOURISM-ACCREDITED RESORTS IN METRO BACOLOD

(A RESEARCH STUDY)

P R E S E N T E D B Y:
J E R A L D D O H N T. A Z U C E N A
JOHN LLOYD L. BARBON
J O H N R YA N G . D E L A C R U Z
CHRIS ANTHONY E. SILBEJA
 INTRODUCTION
The destination’s competitiveness in the modern tourism industry
have emerged, progressively changed and refined (Angelica &
Ylagan, 2018). Resorts are one of the many destinations offering
rest, relaxation, and entertainment designed to attract tourists that
are considered as commercial and self-contained establishments
which provide necessary supplies like food and drinks, availability
of lodging accommodations, while tourist activities are all set like
water sports and entertainment events are on the premises (Mones
& Borbon, 2021; Marasigan & Borbon, 2020).
 INTRODUCTION
Nowadays, most of the institutions are assessed by the brand they
established based on the quality, identity, and equity (Chavez, Cetra
& Alusen, 2020). According to as Aaker (1991) and Kotler and
Armstrong (2010) as cited by Jeon (2017), a brand is a name, term,
sign, symbol, design or signaling combination that is intended to
identify the goods and services of one seller or group of sellers.
 INTRODUCTION
Considering the present competition in the market, every
organization should consider the importance of building and
maintaining of brand equity. Brand equity comes into the existence
in 1980’s, and since both academicians and researchers have
studied the significance of brand equity (Uniya, Yadav & Sharma,
2021).
 STATEMENT OF THE PROBLEM

1. What is the level of brand equity of DOT-Accredited resorts in Metro

Bacolod when grouped according to age, sex, educational attainment,
average monthly income, occupation, and length of stay in terms of
brand awareness, brand loyalty, perceived associations, perceived
quality, advertisement, and brand name?
2. Is there a significant difference in the level of brand equity of DOT-
Accredited resorts in Metro Bacolod when grouped according to age,
sex, educational attainment, average monthly income, occupation, and
length of stay in terms of brand awareness, brand loyalty, perceived
associations, perceived quality, advertisement, and brand name?
 HYPOTHESIS

There is no significant difference in the level of brand equity of

DOT-Accredited resorts in Metro Bacolod when grouped
according to age, sex, educational attainment, average monthly
income, occupation, and length of stay in terms of brand
awareness, brand loyalty, perceived associations, perceived
quality, advertisement, and brand name.
 SCHEMATIC DIAGRAM
Demographic Profile of Improvement of
Key Areas
Respondents: Dimensions of Brand
•Age Equity that scored low.
•Brand Awareness
•Sex
•Band Loyalty
•Educational Attainment Overall improvement
•Perceived Association
•Average Monthly plan of Brand Equity of
•Perceived Quality
Income DOT-Accredited
•Advertisement
•Occupation Resorts in Metro
•Brand Name
•Length of Stay Bacolod

Proposed Action Plan to improve the Brand

Equity of DOT-Accredited Resorts in Metro
Bacolod when grouped according to Brand
Awareness, Band Loyalty, Perceived
Association, Perceived Quality,
Advertisement and Brand Name.
 METHODOLOGY
Design Descriptive-Comparative Research Design

Guests from selected DOT-Accredited Resorts in Metro

Respondents
Bacolod (400 respondents)

Sampling
Quota Sampling
Technique

The locale of this study is Metro Bacolod which

Locale includes the cities namely Bacolod, Talisay, and Silay
respectively
 METHODOLOGY

Instrument Survey Questionnaires

Validity

Reliability
 METHODOLOGY

1. Identifying the best research instrument to be used in

gathering data
2. Identifying respondents
3. Seek approval from persons or establishments involved to
conduct the study
Data Gathering
4. Structuring the Survey Questionnaire.
Procedure 5. Having the instrument checked for validation and
reliability testing.
6. Reproduction of survey questionnaires
7. Sending a letter of consent to respondents.
8. Having the respondents answer the survey questionnaire.
 METHODOLOGY
1. Seek approval from resort owners involved to conduct the
study.
2. Send a letter to the tourism office asking for recent figures
Ethical
and informing them about the existence of the proposed
Consideration study.
3. Have the respondents sign a letter of consent, ensuring the
confidentiality of profiles and responses

1. Frequency and percentage

Statistical 2. Mean and Standard Deviation
Treatment 3. T-Test and ANOVA
 Variables Groupings Frequency Percent

Age Younger (18-46 yrs.

Age 359 89.8 %
old)
Sex Female 210 52.5 %
Educational
High school 127 31.8 %
Attainment
Occupation Professional 122 30.5 %
Average Monthly
Income Lower 279 69.8 %
Income
Length of Stay Less than 5 days 318 79.5 %

Resorts checked in Resort Negrense 159 39.8 %

 1. What is the level of brand equity of DOT-Accredited resorts in Metro Bacolod when grouped according to
RESULT age, sex, educational attainment, average monthly income, and occupation, and length of stay in terms of
brand awareness, brand loyalty, perceived associations, perceived quality, advertisement, and brand name?

Brand Equity
Demographic Profile
Groupings Mean SD
Age Older (47-75 yrs. Old)
Age 3.53 0.344
Brand Awareness
Male
Sex Brand Awareness 3.44 0.473

Educational High School

Brand Awareness 3.47 0.358
Attainment
Government Official
Occupation 3.48 0.357
Brand Awareness
Average Monthly Income Lower 0.433, 0.450, 0.411,
All Dimensions 3.46
Income 0.417, 0.464, 0.434
Less than 5 days (Brand Loyalty)
Length of Stay More than 6 days (Brand Name) 3.39 0.491
Caribbean Waterpark Resotel
Resort Checked in Brand Awareness 3.59 0.261
 2. Is there a significant difference in the level of brand equity of DOT-Accredited resorts in Metro Bacolod when grouped according
RESULT to age, sex, educational attainment, average monthly income, and occupation, and length of stay in terms of brand awareness, brand
loyalty, perceived associations, perceived quality, advertisement, and brand name?
Brand Equity
Demographic Profile
Dimensions/Groupings Significant P-Value Status of Hypothesis

Brand Loyalty (M=3.32) 0.001

Age Rejected
Perceived Quality (3.30) 0.037

Brand Awareness (M= 3.40) 0.002

Brand Loyalty (M= 3.32) 0.000
Educational Attainment Rejected
Perceived Quality (M= 3.30) 0.036
Advertisement (M= 3.26) 0.026
Occupation Perceived Association (M= 3.31) 0.019 Rejected
Brand Awareness (M=3.40) 0.000
Brand Loyalty (M= 3.32) 0.000
Resort Checked in Perceived Quality (M= 3.30) 0.000 Rejected
Advertisement (M= 3.26) 0.005
Brand Name (M= 3.35) 0.000
 CONCLUSION

After results have been analyzed, the highest mean score is brand
awareness, followed by brand name, brand loyalty, perceived
association, perceived quality, and advertisement. As for the
profiles, age, educational attainment, occupation, and resort
checked in in totality has significance, hence the hypothesis is
rejected. As for sex, average monthly income, and length of stay,
there is no significance, thus the hypothesis that “There is no
significant difference in the level of brand equity of DOT-
Accredited resorts in Metro Bacolod” is accepted.
 RECOMMENDATION

1. Utilize the power of social media through advertising in different platforms with
creative contents that captures the attention and hearts of the target viewers.
2. Improve process approach to position the establishment as a business that offers
high quality products and services. This will increase the internal quality of the
business.
3. Provide a copy of the research study to the Provincial Tourism Office, with the
discretion and approval of the research coordinator and the school, that will serve
as a proof that the study was conducted. Additionally, the published material may
also be used by future researchers as a basis for their future research endeavors.
 PROPOSED ACTION PLAN TO IMPROVE THE BRAND EQUITY OF DOT-
ACCREDITED RESORTS IN METRO BACOLOD
Gap/Issue Objectives
To improve the brand
awareness to gain more
notoriety and credibility
for the DOT Accredited
Brand Awareness Resorts in Metro Bacolod.
To explore the possibility
of building brand affinity
and reputation
improvement.
To create marketing
strategies that aim to gain
Brand Loyalty
the continuous trust of
customers and clients, and
design them based on
encouraging repeat
businesses.
Area of Target/Time- Person Remarks/
Concern/Activities frame involved/Person Evaluation
responsible
Create Digital Guidelines January- March2023 Marketing Officers of Enhancement of digital
and Exposure Resorts guidelines and
netiquette which
-A discussion with regards
contributes to the
to digital exposure through
existing channels
various social media sites,
available to future
with the focus of tourism in
clients and customers.
Metro Bacolod, all pointing
to the availability and
customer satisfaction of the
resort.
Customer Loyalty Program February-June 2023 Marketing Officers of To sustain a program
Resorts designed to encourage
-A discussion with regards
customers to revisit
to the suggested Customer
resorts accessible in the
Loyalty Program aimed to
area of Metro Bacolod.
capture customer’s trust
and loyalty, giving them
perks and benefits that are
only applicable to repeating
customers, or those who are
subscribed to the said
program.
Perceived To identify the specific Start Omnichannel July-October Resort Manager, To enhance the
Associations roles the resorts play in the Marketing and 2023 Marketing Officer, existing marketing
experiences of customers, Communication Officers in charge. connections in
may it be expectations of regards to the
-A discussion with
satisfaction, intentions to resort’s customer
administration in regards
rebook, and perceptions of satisfaction.
to the use of various
the resort.
channels to improve the
organization’s presence.
Channels may include
online and offline
connections. (Social
Media, Applications,
Websites, Company Events
and Conventions.

Perceived To develop theoretical and Improve Process Approach August- Resort Manager and To enhance the internal
Quality empirical tests on the perceived November 2023 employees quality of the
-A discussion in regards to
quality related to the business. businesses involved.
monitoring the resort’s ongoing
To integrate a dynamic
results, and optimization,
customer behavior model for
especially with the involvement
resort and/or hotels in Metro
of Metro Bacolod and its
Bacolod.
advancement. Time
management and production of
higher quality results, may it be
employee based, customer-
based, and administration
based.
Advertisements To improve the functions Promotion through local September-November Marketing Officer To enhance existing
of existing listings and creative 2023 advertising ideas with
advertisements, and create online content both online and offline
it having the objective of promotions and publicity.
-A discussion in regards
portraying the resorts in a
to the resources toward
positive light, as well as
developing marketing
connect with the target
ideas to boost sales, resort
audience and paying
bookings, online presence
customers.
and customer satisfaction.

Brand Name To enable a brand name Perceive the Brand name January-February 2023 Resort Manager To be able to have a
that captures the attention in the eyes of the strong, recognizable
of the public and creates a customer brand with a consistent
generated flow of and coherent identity.
-An open discussion in
connection within
regards to the
sponsors, customers and
development of the brand
the administration.
name of the
establishment,
considering the
perspective of the
customer equally as to the
location and tourism
goals of Metro Bacolod.
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