CHAPTER 1

THE PROBLEM AND ITS SCOPE

Introduction

Going online has helped thousands of accommodation industries raise their

profile, find more customers and get the good word out about they do, so, it makes

perfect sense to utilise that increased visibility to drive more bookings. Potential

customers no longer need to call just to find out the availability of the business; they

simply need to visit the website. From there, they can book and pay within minutes,

letting them begin to look forward to their vacation.

Notable changes have been observed the way in which customers approach

accommodation to book. Gone are the days in which staff members sat eagerly awaiting

calls with a calendar by their side. Accommodation business reservation is replaced with

online booking systems which take the hassle out of booking for customer and business.

In addition, by booking a room through online booking system, customers are

assured about the availability of a room upon arrival at the hotel during their trip. The

reservation is a commitment made by the hotel rather than a third-party business when

the hotel accepts the reservation request via their online reservation system. However,

there is still a large portion of customers using other methods to book a room, including

through OTA websites, by email, by phone, or in person.

There are many advantages derived from the online booking app such as

unlimited business time, easy access, increased reservation, quick feedback and reviews

of information from customers, and less effort and time in making sales. However, there
are also disadvantages in online booking that cannot be discounted such as difficult

internet access, lack of trained staff who can handle needed technical skills, and of course

the cost of booking apps or service provider.

In the landscape of accommodation industry, Dapitan City is notable for being

romantic, family-friendly, and affordable when it comes to its accommodation industry.

There are many accommodation businesses to choose for the best holiday experience

right there surrounding the heritage city. However, despite the existence of many

accommodation establishments, it is observed that there is no online bookings available.

Subscription to booking apps is lacking as observed when customers search the web. This

scenario of the lack of booking apps deprived the greater majority of the online

communities to book reservation. There is a need to consider subscription to booking

apps to capture the online market and expand business opportunities among the

accommodation establishments. In addition, this will also help raise the profile of the

accommodation industry through the online reviews created by the online customers.

Thus, not subscribing to booking apps is ultimately a constraint for growth among the

accommodation establishments,

Keeping in view the importance of booking apps for the accommodation industry

in promoting competitive enterprise in the online market, the researchers are interested to

investigate the constraints and prospects of the accommodation industry of Dapitan City

in terms of online booking services. The researchers believe that by the knowing the

constraints of subscribing to booking apps, the accommodation industry can reach out

better market advantage and can enhance the quality of customer service delivery.

Ultimately, this will impact tourism and economic growth of a place.

2
Theoretical Framework

This study is anchored on the theory of constraints by Goldratt cited by

Campdesuñer and Vidal (2017) which states that a management paradigm that views any

manageable system as being limited in achieving more of its goals by a very small

number of constraints. The uses of the theory of constraints also have different forms of

application, there are some applications for inventory management (Chou, Lu &Chang,

2010; You & He, 2010; Chou, Lu & Tang, 2012), others target planning actions

(Kasemset &Kachitvichyanukul, 2012; Kasemset, Smutkupt & Anongjanya, 2014;

Golmohammadi, 2015) or decisions of product mix (Cannon, Cannon & Low, 2013; De

Souza, Sobreiro, Nagano & De Souza-Manfrinato,2013), or the design of control

methods (Han & Lu, 2010; Pergher, Rodrigues & Lacerda, 2011).

The theory of constraints has been adopted from two main perspectives: as a

general improvement philosophy, which proposes a guide method of thought (Lacerda,

Cassel & Rodrigues, 2010; Rodrigues, Lacerda, Pergher & Filho, 2012; Banerjee &

Mukhopadhyay, 2016), and focusing on the specific skills upgrading (Chiou, Jhang,

Deng, Tsai & Perng, 2014; Golmohammadi & Mansouri, 2015; Panizzolo, 2016).

A constraint is anything that prevents the system from achieving its goal.

Goldratt (1984) cited by Campdesuñer and Vidal (2017) cited three types of internal

constraints that may affect the organization or company which may include the

following, to wit: equipment, people and policy.

On the theory of constraints by Goldratt cited by Campdesuñer and Vidal (2017)

Equipment most commonly refers to a set of tools or other objects commonly used to

3
achieve a particular objective. The way equipment is currently used limits the ability of

the system to produce more saleable goods/services. In the context of the research study,

booking apps are tools that have many practical applications including hotel reservation,

payment processing, marketing system for tour, activities, and services offered by

accommodation industry.

At its most basic, an online booking system is software which allows a potential

customer to book and pay for an activity or service directly through your website

(Senecal,et.al, 2014). That means from the moment a customer decides they want to book

to choosing a date, picking a time and paying for the booking, everything is handled

online, greatly reducing the workload on your staff and removing the opportunity for

double-bookings.

Online booking software, on the other hand, takes all of the stress, strain, mistakes

and time out of arranging bookings for your business (Dwyr, 2017). Once set up, a hotel

business can control every aspect of its booking procedure and allow customers to

quickly and easily book online. Another one of the benefits of online booking is the

added capacity it offers to the business with regards to bookings. Rather than being

constrained by working hours and telephone capacity, the accommodation business can

take countless simultaneous bookings at any moment, eliminating the friction that

alternative booking systems introduce (Chen,2011).

On the theory of constraints by Goldratt cited by Campdesuñer and Vidal (2017)

People is a body of persons that are united by a common culture, tradition, or sense of

kindship, that typically have common language, institutions and beliefs, and that often

constitute a politically organized group. Lack of skilled people limits the system. Mental

4
models held by people can cause behaviour that becomes a constraint.Employees are the

most important business resource (Cizmar,2013).

Subscription to booking apps entails employees who are committed and

dedicated customer service staff tasked with handling, managing, and confirming

bookings Buick,2013).With the growth in customers comes increase demand of staff or

employees who are equipped with online booking skills and professionalism.

The behaviour and performance of employees at work is critical to the overall

success of the company Camison,2010). Successful employees meet deadlines, make

sales, and build the brand via positive customer interactions. When employees are doing

their jobs effectively, morale in the company gets a boost. Employees, who are not

motivated to get the job done as indicated, can bring down an entire department. It is

important to foster a positive, energetic work environment (Jeong,et.al,2011).

On the other hand, the lack of adequate training for employees results to work

inefficiency and low productivity (Philipps,2013). Untrained employees cannot produce

high-quality products and services. If they also lack adequate knowledge and skills to

provide satisfactory customer service, this combination results in dissatisfied customers.

The company will experience declining sales if dissatisfied customers choose competitors

who can provide quality products and appropriate service (Amo, 2018). Unskilled

employees could spend considerable time seeking help to perform their jobs or they could

perform tasks to their understanding, to the detriment of the work process. This could

lead to errors and work needing to be repeated or corrected. When more experienced

employees spend time monitoring unskilled workers, it detracts from their work and

affects their production as well.

5
 On the theory of constraints by Goldratt cited by Campdesuñer and Vidal (2017)A

policy states what management wants employees to do, and a procedure describes how

that task should be done. Since, an effective manual contains both policies and

procedures. A policy is a guiding principle that sets the direction for an organization. A

written or unwritten policy prevents the system from making more. Policies

are important because they address pertinent issues, such as what constitutes acceptable

behavior by employees. Utilizing both policies and procedures during decision-making

ensures that employers are consistent in their decisions (Sanelli, 2018).

There is always at least one constraint, and Theory of Constraints uses a focusing

process to identify the constraint and restructure the rest of the organization around it.

Theory of Constraints adopts the common idiom "a chain is no stronger than its weakest

link.” This means that processes, organizations, etc., are vulnerable because the weakest

person or part can always damage or break them or at least adversely affect the outcome.

In the context of this study, the researchers measure the internal constraints that is

applicable in the present study undertaken .Figure 1.0 reflects the schema of the study

where the booking apps constraints being focused are the factors such as policy,

people,and equipment. It is considered that these factors are important to be evaluated

and understood by the accommodation business industry to achieve a phenomenal

success in the local and global market as well. Dealing these internal constraints is key to

productivity. It is crucial that the accommodation industry are ready and prepared to take

the necessary steps or procedure to address any constraint .By doing so, they invest on

gaining customer‘s loyalty since the services they offer are nothing but quality. When

6
customers find the quality that satisfies them, the business makes more profit, and the

greater the market opportunity.

7
 Prospects

Constraints in Subscription
to Booking Apps

Accommodation
Equipment Industry in Dapitan People
City

Policy

Figure 1.0 Schema of the Study

8
Statement of the Problem

This study generally aims to determine the constraints and future prospects in

the hospitality industry in Dapitan City in terms of subscription to booking online

applications specifically, this study intends to answer the following:

1. What is the profile of the accommodation industry terms of:

1.1 years of operation;

1.2 type of accommodation;

1.3 number of rooms;

1.4 guest capacity; and

1.5 number of employees?

2. What are the constraints of the accommodation industry in terms of subscribing to

booking apps in terms of:

2.1 equipment;

2.2 people; and

2.3 policy?

3. What are the prospects of the accommodation industry in terms of subscription to

booking apps?

9
Significance of the Study

The findings of the study would be beneficial to the following groups:

Accommodation Institutions. The result of the study would build awareness to

them that is essential in planning out actions necessary to improve the quality of their

customer service.

Local and Foreign Tourist. The result of the study would help them be aware of

the market situation of the accommodation industry which would guide them in planning

out the accommodation needs of their visiting relatives from other regions in the country

or from abroad.

Local Government Unit. The result of the study would help them conceptualize

local policies that improve the services rendered by the accommodation industry.

Tourism Department. The result of the study would benefit them in formulating

marketing promotions of the local accommodation businesses to increase the number of

local and foreign tourist.

Future Researchers. Future researchers may find a lot of literatures in this

studies which can be used a baseline for further studies.

Scope and Delimitation of the Study

The contents of the study are delimited to years of establishment, type of

accommodation, number of rooms, guest capacity, and number of employees. The study

also explores the constraints encountered by the accommodation industry in the

subscription of booking apps. The respondents of the study are those people behind hotel

10
operation which include the hotel managers, hotel supervisors,.The research setting in the

study is Dapitan City and the study is conducted in the second semester of the academic

year 2019-2020.

Operational Definition of Terms

The following terms are defined to enable the readers to comprehend the text.

Definitions are either contextual and constitutive as needed for the full understanding of

the text.

Accommodation. pertains to type of service offered which ranges from Inns,

Pension Houses, Hostels, and Hotels.

Booking Apps. Booking app is a web or mobile software which allows customer

to make hotel reservation.

Constraint. Any limiting factor that prevents from achieving the goal of the

organization.

Prospects. The possibility or likelihood of future opportunities

Accommodation Industry. Refers to business related to accommodation and

food and beverage services.

Subscription to Booking apps. The act of seeking service provider that promotes

booking services.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE STUDIES

This chapter presents the literature and studies which are deemed relevant and

beneficial to the current study.

Literature

Information technology transforms the way hospitality organizations do business.

Many areas during the online booking process create moments of satisfaction or

dissatisfaction for customers. One of these areas is the ease of utilization of a hotel’s

online reservation system.It is important for hotel companies to ensure appropriate

service is provided to customers and creates a positive customer experience; therefore,

accurate and timely reservations are essential.

According to Castro and Custodio (2016), a hotel’s online reservation system has

become a popular means for reserving hotel rooms. A hotel’s online reservation system

enables hotel managers to manage the reservation process without manual efforts.

Moreover, the online reservation system also improves the efficiency of the reservation

process compared to booking via email or by phone. The hotel’s online reservation

system also provides a direct way for hotels to monitor their revenue management (Hu &

Gu, 2013).

In addition, by booking a room through a hotel’s online reservation system,

customers are assured about the availability of a room upon arrival at the hotel during

their trip. The reservation is a commitment made by the hotel rather than a third-party

business when the hotel accepts the reservation request via their online reservation

12
system (Kasavana & Brooks, 2008). However, there is still a large portion of customers

using other methods to book a hotel room, including through OTA websites, by email, by

phone, or in person. Therefore, factors impelling customers to book directly through the

hotel’s own reservation system turn out to be a substantial topic for hotel management.

According to Oliveira and Martins (2011), information technology was widely

considered to be an important tool in improving competition and the economic conditions

of a country. Additionally, information technology was commonly agreed to significantly

impact the productivity of a company who applied it. Likewise, Buick (2003) indicated

information technology performed a dramatically fast increase in an expanding area.

Traditionally, the hospitality industry often lagged other sectors in applying information

technology due to the special characteristics of the hospitality and tourism industry.

However, Buick (2003) also stated the situation has changed recently due to the

economic recovery, which boosted the improvement of the hospitality industry.

O’Connor and Murphy’s (2004) study analyzed previous research investigating

information technology themes in the hospitality and tourism area. The study reviewed

previous papers published in a dozen hospitality and tourism journals. Their research

showed previous research considering information technology in the hospitality industry

focused on three areas: the effect of the internet on distribution, the effect of the internet

on pricing, and the effect of the internet on customer-organization interactions. They

concluded it was important for hoteliers to reconsider their selected distribution; and

suggested a good strategy when choosing a proper distribution required knowing what to

include in the channels. They also addressed customer ownership as a key point to a good

strategy. In terms of pricing, O’Connor (2003) examined the behavior of chain hotel

13
brands by revealing customers often sought multiple channels for the lowest price.

O’Connor (2003) revealed that hotel companies were more likely to choose multiple

distribution channels and apply different prices for different channels revealed it. In

conclusion, O’Connor indicated hotel companies did an overall poor job managing their

distribution channels, therefore, it was necessary for hotel companies to implement better

pricing policies to boost customers’ intentions to make reservations via brand websites.

Lastly, in terms of the relationship between hotel customers and information technology,

O’Connor and Murphy (2004) summarized the findings of previous research, and

concluded information searching was one of the first stages in a customer’s decision-

making process. Several previous studies examined the effects information technology

had on hospitality customers’ decision-making behaviors. Camison (2000) and Siguaw

and Enz (1999) revealed that during recent years, the hotel industry was increasingly

information-intensive. Furthermore, Law and Jogaratnam (2005) illustrated technology

was functional in the hotel industry due to its role of making hotel employees more

productive and performing better services to hotel customers.

According to Harrison-Walker (2001), customers of service organizations search

information to get a broad view of the company they are going to choose to make

decisions for their coming trips. Similarly, Anderson (1998) and Richins (1984) indicate

people often seek the advice of others as part of their decision-making. Tripadvisor

(2006), one of the most important travel social media sites, reports hundreds of millions

of visitors search information through online reviews during their trip planning period.

Word-of-mouth is also referred to as a “verbal exchange of positive and negative

information about a business’s products and services” (Haywood, 1989).

14
 In the hotel industry, one of the most commonly used forms of WOM is

customers’ reviews for hotels they have stayed in regarding various aspects of their

experiences. In the reviews, customers either make comments on the hotel features or

recommendations, providing suggestions to future customers which derive from their

positive experiences. Through recommendations or warnings from friends or family

members, word-of-mouth provides an opportunity for customers to learn the positive and

negative aspects of services offered by certain organizations before an actual purchase

takes place.

As technology advances, the internet is widely applied in various areas in the

hospitality industry. Traditional word-of-mouth, which spreads from person to person

vocally or reviews that are paper-based (e.g. hotel logbook for holding customer written

reviews), is replaced by electronic word-of-mouth (eWOM). One form of eWOM is

online reviews generated by internet users regarding travel destinations, hotels, and

tourism services, and is an important source of information for other travelers (Pan,

MacLaurin, & Crotts, 2007).

In the hospitality industry, an increasing number of social media websites enable

hotel guests to share their eWOM regarding travel experiences as well as communicate

with the hotel management. For instance, Tripadvisor, Orbitz, Travelocity, Frommers,

Travelpost, Fodors, Expedia are all well known, popular hotel review websites in the

United States (About.com Guide, 2006). These hotel social media websites help

customers in their decision-making process, and also help with management strategy

modification (Donovan & Rossiter, 1982; Senecal & Nantel, 2004). It is not uncommon

15
that travelers seek advice from others as an important part of their decision-making

process when planning for a trip to a destination city they are not familiar with.

According to previous studies (Sparks & Browning, 2011), ways to search for

information include asking a friend, checking out a travel agency, or directly searching

through tourism and hospitality online communities. The ways people search for

information are recognized as word-of-mouth, and the word-of-mouth obtained from

online communities or online reviews left by previous customers of the hotel are further

considered electronic word-of-mouth. Researchers started investigating online word-of-

mouth activities long ago.

Arndt (1967) conducted one of the first empirical studies of online reviews in the

marketing field, illustrating online reviews differed from word-of-mouth activities in the

real world in that they required references to online communication modes, and it was a

remote many-to-many communication instead of “oral, person-to-person communication

between a receiver and a communicator whom the receiver perceives as noncommercial,

regarding a brand, a product, a service or a provider” (p.295).

Chatterjee (2001) proposed in his study investigating whether negative

information released in online reviews affected customers’ assessments and purchase

intentions that online reviews of products or services conveniently provided information

accessible and prevalent for customers to reference during their decision-making process.

Lee, Park, and Han (2008) noted the phenomenon of an increased popularity of customer-

generated, online reviews changed customers’ behavior due to the growth of internet

usage. They stated customers made offline decisions regarding a product or service they

were going to consume in the future based on information accessible online. In addition,

16
customers were dependent on the comments and thoughts of previous customers reflected

in their online reviews during their decision-making process before purchasing from a

company.

Online reviews generated by previous customers were of great importance for

impelling customers’ intention to purchase in the retailing industry according to Lee,

Park, and Han (2008). Park and Kim (2008) asserted electronic word-of-mouth was an

effective way to help marketers in the tourism and hospitality industry avoid limitations

resulting from the various information types desired by customers in different

consumption stages becuase it provided information regarding products and services from

the customers’ perspective in each stage.

According to Dwyer (2007), customer online reviews were measurable because

comments and reviews on a product generated by customers were written and accessible

on tourism and hospitality review websites. Moreover, Godes and Mayzlin (2004)

showed customer-generated online reviews were controllable from a manager’s

perspective since they determined whether certain comments were allowed to be shown

to the public or not, and whether the hotel company provided a specific review format for

customers to guide the way they expressed their opinions to benefit the hotel company to

the largest extension. They also suggested online reviews overcame the limitation of

traditional word-of-mouth, making the information exchanging process in private

conversations so direct observations were difficult. Research showed either positive or

negative word-of-mouth was widely recognized as potentially influencing customers’

intention to purchase.

17
 (Sparks & Browning, 2011). Gretzel and Yoo (2008) suggested 75% of customers

in the tourism and hospitality industry preferred to take online customer reviews into

consideration as an information source during their travel planning process. During recent

years, online reviews rapidly replaced traditional word-of-mouth in the tourism and

hospitality industry due to the rapid development of information technology, the

increasing number of online users, their easy access to the internet (Hart & Blackshaw,

2006), and the ability to produce online comments. Likewise, Brown, Broderick and Lee

(2007) asserted tourism and hospitality industry customers preferred to 53 rely on online

reviews left by previous customers as a main source of information in their decision-

making process rather than traditional forms of word-of-mouth (e.g., information orally

spread by friends, information provided by travel agencies), which they considered to be

trustworthy and helpful in assisting them with purchase decisions.

Recently, customer-generated, online reviews became a great point of interest in

the tourism and hospitality industry. Research considering online information searching

in the tourism and hospitality business related to customers online purchase decision

making processes suggested information searches seemed to be the most valuable

functional element resulting in purchase through online communities (Shim, Eastlick,

Lotz, & Warrington, 2001). They further illustrated customers’ intention to search

information online predicted their future purchase intention to some extension. Therefore,

online reviews left by previous customers had a direct impact on customers’ information

searching as well as online purchase intention. Additionally, online reviews and

comments left by previous customers became more important as online purchasing grows

18
extremely rapidly compared to other forms of shopping in the tourism and hospitality

industry (Levy & Weitz, 2001).

Based on previous studies, the definition of an online review in the hospitality

industry differred according to different studies. Pan et. al (2007) illustrated that customer

online reviews in the hospitality industry referred to the comments or thoughts generated

by internet users regarding travel destinations, hotels, and tourism services, which are an

important source of information for travelers planning a new trip with the intention to

book hotel rooms online. Similarly, according to Gretzel and Yoo (2008), online reviews

are customers’ comments and thoughts written for a certain hotel that performed as an

information source for travelers during their travel planning process.

Senecal and Nantel (2004) defined customer online reviews as the feedback left

by previous guests on social travel 54 websites; and they further pointed out that online

reviews consisted of two major parts— the content of the review and the ratings

customers assigned for a particular hotel, regarding various hotel aspects from their own

experience. Instead of referring to online reviews as just a combination of content in the

review and customer assigned ratings, Jeong and Jang (2011) indicated online reviews

were a consumer behavior of expressing thoughts and comments towards the services

they received and experienced by posting it to the website or blog of the service

organization. Compared with traditional WOM, online review prompted new ways of

communication and became a potentially cost-effective way for hotel marketing to

promote its brand (Litvin, Goldsmith, & Pan, 2008). An increased number of customers

and tourism companies used online, user-generated reviews to manage their trips and

businesses according to Zhu and Zhang (2006).

19
 Likewise, Dellarocas (2003) indicated usergenerated, online reviews had an

important impact on tourism companies in terms of brand building, product development,

and quality assurance. It was reported by previous research that online reviews written by

previous travelers became an important information source for travelers while planning

future trips (Pan, MacLaurin, & Crotts, 2007). Moreover, Goldenberg, Libai, and Muller

(2001) argued online reviews generated by previous customers cast a strong impact on

customers’ decision-making regarding future traveling plans. As mentioned before,

customers of travel services were affected by information offered by online reviews

generated by previous visitors. Furthermore, it was reported by Tripadvisor (2007) that

84% of visitors were impacted by online reviews generated by previous travelers while

making decisions regarding their future travel reservations.

Njite and Parsa (2005) revealed that opinions reflected in previous online reviews

for travel products or services strongly influenced customers’ online purchase intentions.

Data 55 reported by Xiang and Gretzel (2010) indicated a large portion of visitors

preferred to utilize search engines and social media rather than any other communication

tools to assess a tourism destination. As a result, looking up information provided by

previous customers became part of customers’ travel-related product decision-making

process (Sparks & Browning, 2011). Furthermore, Xiang and Gretzel (2010) and Li and

Bernoff (2008) suggested customers perceived online reviews posted on blog pages,

forums or review sites to be reliable while they were making plans for future trips.

Brown, Broderick and Lee (2007) revealed an increased number of customers

were now willing to trust online reviews as a key source of information about specific

tourism products. Therefore, previous research suggested it was especially important to

20
appropriately understand tourism products whereby customers potentially searched

information then made reservations or purchases online (Sparks & Browning, 2011). On

the other hand, Li and Bernoff (2008) pointed out that travelers viewed online reviews

generated by previous customers as more reliable and unbiased than those generated by

marketing or advertising personnel. Similarly, Chen (2008) found recommendations

made by previous travelers had a stronger influence on customers in their choices of

tourism products or services than recommendations made by experts or commercial

advisors. Papathanassis and Knolle (2011) also mentioned online reviews generated by

customers made a great contribution in constituting a valuable source of information for

hotel management.

Litvin, Goldsmith, and Pan (2008) illustrated that obtaining and maintaining a

competitive advantage in the dynamic hospitality and tourism industry required

creativeness and fast reactions to technological and social trends. One of the most popular

trends was online reviews generated by previous customers. As indicated by Stevenson,

Busemeyer, and Naylor (1990) judgment and decisionmaking theory consisted of a

taxonomy of tasks including prediction and forecasting, inference, and worth and

preference judgments. Among these factors, inference referred to the information

customers used to help with making future purchase decisions in their purchase process.

Online comments or reviews were considered an important information source for

customers in the tourism industry when making their purchase decisions for a future trip

(Sparks & Browning, 2011). Similarly, Cheng and Loi (2014) indicated online customer

reviews became one of the most substantial information resources with significant impact

on customers’ online hotel selection behavior. Moreover, previous research showed

21
customers’ sentience of a certain hotel was enhanced merely by the presence of online

reviews for that hotel (Vermeulen & Seegers, 2009).

Research further showed online hotel reviews significantly influenced hotels’

business performance due to the wide usage of online review sites, as well as the fast

development of customers’ hotel online booking enthusiasm (Ye, Law, & Gu, 2009).

Sparks & Browning (2011) proposed online reviews posted by previous customers

affected customers’ intention to purchase from a hotel through three aspects related to

characteristics of online reviews: content, valence, and framing of the reviews. Content of

reviews referred to the target of the review, which was either the customer service or the

core features of the hotel. Valence of online reviews was defined as the overall evaluation

of the provided services or products, either predominantly positive or negative. The

framing of online reviews was referred to as the tone of the review content, which was

positive or negative. Noticeably, Cheng and Loi (2014) found negative online reviews

had a negative impact, caused damage to a hotel brand, or resulted in the loss of existing

and future customers.

Sparks and Browning (2011) indicated customers of the tourism industry were

impacted more by previous information that was negative, especially when 57 the overall

tone of the review was negative. However, it was also suggested that previous

information in a positive tone enhanced customers’ booking intentions for certain tourism

organizations. A recent study conducted by Anderson (2012) showed a 1-point increase

in a hotel’s 100-point ReviewPro Global Index (GRI) resulted in a 0.89% increase in

ADR, a 0.54% increase in occupancy, and a 1.42% increase in RevPAR. Nevertheless, it

was difficult to control the occurrence of negative reviews, therefore, previous research

22
suggested hotel management respond to negative online reviews with proper strategies to

help reduce the undesirable influence on hotel customers’ intention to purchase at certain

hotels (Ye, Gu, Chen, & Law, 2008).

Everyone wants to travel the world and they all need a place to stay when they get

there. That’s where you come in. and understanding the marketplace and expectations for

your hospitality business is crucial to maintaining popular public attraction. Based on

market classification (https://www.professionalconnector.com/hospitality-101-different-

types-of-accommodation-and/) there are many types of accommodation such as Hotel

that Often found in cities and high-density tourist destinations, hotels offer lodging and

accommodation for a large amount of people HostelsFor the travelling wanderer(s) who

need a place to stay on a limited budget, hostels make the perfect temporary communal

home, Inn Dating back for centuries, Inn’s have been a place of comfort, warm food, and

safety for the weary traveller. and Pension House A pension house provides rooms with

no or few amenities and others like homestay and bed and breakfast which differs from

each other in price form budget friendly to luxurious but has one purpose and that is to

provide accommodation for the local or foreign tourist a relaxing stay at their decided

destination.

Studies

Empirical studies have demonstrated the role of technology on hotel labor

productivity enhancement. As technological innovation of products and services is

different, innovation in the accommodation services should be treated differently. The

hotel industry is a supplier‐driven sector that innovates in applying research and

development As long as technological innovation leads to better and rapid reaction to the

23
changing environment conditions and as long as the innovation is integrated in the

company strategy, technology can be seen as a way to improve competitiveness . Orfila

(2005) argued that technology investments may lead to improved total productivity; in

particular they emphasized that technological change (innovation) involves any

investment that improves total productivity of a productive unit; it arises due to capital

accumulation, which gives rise to the adoption of technology by best‐practice hotels,

thus, shifting the frontier of technology. In hotel business, technological change means

investing in new techniques with the aim of improving results. Studies show that

higher‐tariff hotels and hotels that belong to a chain are more innovative, because they

tend to, and can easily, gain the “know‐how” and other intangible assets compared with

the lower tariff and hotels that do not belong to any chains. It has also been demonstrated

that in order to improve the competitiveness, hotels need to adjust training and other

human resources investments in response to innovations.

Professionalism, manpower development and frequent motivation are the cardinal

drive towards successful hotel business . Regular training of frontline personnel in the

area of communication skill goes a long way in upgrading the frontline staff in their

service delivery to their prospective customers which ensures competence skills as well

as professional skills. Lack of adequate training among the hotel staff has been

counterproductive because this has often resulted into low performance and commitment

in the hotel business. Conversely, Human resource practice (HRP) development which

involve regular staff training, is an important factor of HRM which has to be formally

entrenched in the modus operandi in an organization although very few organization pay

due attention to this fact. The aim of this research work is therefore to investigate the

24
factors contributing to the unsuitable practices of HRP in some selected hotels according

to the hotel management in order to unravel the challenges faced HRP as it is poorly

implemented .Equipping hotel employees with the skills that are necessary for

performing their job is very important therefore, service line workers should be well-

trained to get skilful, which gives good services to hotel customers. This might run

contrary to the principle of human resource practices (HRPs) this has been seen to reduce

the productivity and performance of hotel staff. Human resource practices (HRPs) is very

important as hotel image makers between the hotel management and the customers hence

regular training and assessment of the staff human resources is essential. The employer’s

approach to HDPs is a key driving factor in improving the expertise and productivity of

the hotel staff. This will lead to improve income to the hotel staff and management

through continue patronage enjoyed and the country as a whole through the fulfillment of

their civic responsibility. It is worth reporting the that due to lack of adequate

infrastructures, some HR staff in the hotel industry are not properly skilled. This has

grossly affected the workers productivity . The effect of the few trained Staff from the

HR will be investigated with the performance index with respect to the company’s HRD

and HR with aim of solving the present challenges being faced and improving their

service delivery. This will serve as a yardstick to formulate a better HR strategy to

overcome the present challenges being face in the industry. However this will improve

the hotel staff’s productivity and equally improve the performance index of the staff from

their present status.

Recent developments in the establishment of a plethora of tourism training

institutions and colleges, coupled with portable national competency standards for a

25
variety of hotel occupations, will no doubt ensure a skilled pool of potential employees.

Linking such training to individual occupational criteria, and supplementing it with

thorough orientation programmes, on-the-job training modules and appropriate

supervision, will no doubt fill this previous gap in human resource management for the

hotel industry. These developments parallel the findings of the previously-mentioned

United Kingdom-Germany study (Prais, 1989), which found that Germany’s productive

edge was at least partly due to its nationally-accredited vocational training system.

Studies of some of the best United States and Australian hotels (Gray, 1992) also suggest

that the cement which binds skilled and motivated employees to their organisation, who

are thus more enthusiastic, more committed and potentially more productive than their

competitors’ employees, is clear and ongoing communication between hotel managers

and their employees. The “messages” sent through the host of human resource activities,

strategies, policies and procedures need to be congruent and consistent, and might include

promotion of mission statements, the nature of the physical working environment,

plasticised credo cards, “management by walking around”, staffsupervisor meetings,

active (and positive) use of guest feedback, and grievance mechanisms.

Most hotels possess general mission/vision statements, hardly any operationalize

their definitions of “service” into behavioural standards for housekeeping, front-of-house,

and food and beverage occupations. Most appear to focus on general qualities such as the

“friendliness” “refinement”, “spontaneity” or “consistency” of staff. While it is not

suggested that hotels should adopt standardised, rigid McDonalds-style patter, the

absence of specific behavioural standards impacts on recruitment/selection accuracy,

training and skills development programmes, appraisal and rewards systems. It also

26
largely precludes consistency and hence the fulfilment of guest expectations, especially in

four- and five-star establishments. The development of national competency standards

and benchmarks for service occupations by Tourism Training Australia and the National

Training Board is a step in the right direction, as a basic skills expectation, nationally

accredited. It does not, however, preclude individual hotels from adding value to their

own staff, by defining additional specific behaviors relevant to their unique ambience.

Failure to do so imposes constraints on quality service and hinders subsequent employee

development, appraisal and appropriate remuneration, and thence enhanced productivity

levels. In the current industrial relations and labor market climate significant

opportunities exist for proactive hotel, and human resource managers to recruit more

selectively; create considerable skills flexibility coupled with subsequent training and

career development opportunities; and free up the historic inflexibility of hotel

employees’ salary system.

Effective training and development programs aimed at improving the employees’

performance. Training refers to bridging the gap between the current performance and the

standard desired performance. Training could be given through different methods such as

on the coaching and mentoring, peers cooperation and participation by the subordinates.

This team work enable employees to actively participate on the job and produces better

performance, hence improving organizational performance.

Training programs not only develops employees but also help an organization to

make best use of their humane resources in favor of gaining competitive advantage.

Therefore, it seems mandatory by the firm to plan for such a training programs for its

27
employees to enhance their abilities and competencies that are needed at the workplace,

(Jie and Roger, 2005).

Training not only develops the capabilities of the employee but sharpen their

thinking ability and creativity in order to take better decision in time and in more

productive manner (David, 2006). Moreover it also enable employees to deal with the

customer in an effective manner and respond to their complaints in timely manner

(Hollenbeck, Derue and Guzzo, 2004).

For most travel planning, the best overall strategy is to compare prices from

multiple sources including the hotel’s own website, as it will sometimes offer deals not

shared with third-party sites, or offer the same rates as third-party sites minus pesky

booking fees.If you’re trying to figure out how best to search for cheap hotels: First, scan

this quick list of the best hotel search sites, in no particular order. No list of the best hotel

booking sites is exhaustive, (https://www.smartertravel.com/the-10-best-hotel-booking-

sites/) but these 10 represent a combination of great crowd favorites mixed with some

newer, similarly performing hotel search options that you might not know

about.(Booking.com, Kayak, Priceline, Hotels.com, HotelsCombined, Expedia (which

owns Travelocity and Orbitz), Agoda, TripAdvisor, Trivago, Google)

28
 CHAPTER 3

RESEARCH METHODOLOGY

This chapter discusses the methodology used on this study. Included in this are

the research design, research locale, research respondents, research instruments,

validation of the research instruments, and administration of the instrument.

Method Used

Descriptive method of research, specifically the survey method was used in this

research. It involved describing systematically and accurately the facts and characteristics

of a given population or area of interest. The type of research method used was designed

for discovering new meaning, describing what exists, determining the frequency with

which something occurs and/or categorizing information, to portray the characteristics of

person, situations, or groups and the frequency with which certain phenomenon occurs.

Further, it enabled the researcher to observe, describe, and document aspects of a

situation as it naturally occurs and to discover associations of relationships between or

among selected variables and to answer questions based on the ongoing events of the

present.

Research Environment

The research setting of the research study is Dapitan City. Dapitan City has long

been in the bucket list of places to visit in the Philippines. This town in the northern part

of Mindanao has long been under the tourist radar although it has been featured in quite a

few publications over the years. Dapitan City is most well-known for being the place of

exile of Philippine national hero, Jose Rizal, and has plenty of historic sites for visitors to

29
explore The city is also known for Dakak, a beach resort which has managed to capture

the imagination of local tourists due to heavy promotion back in the 1990s.Dapitan City

tourism has continued to amaze the local and foreign tourists with its vibrant and scenic

heritage. At present, its tourism activity is growing in greater heights. The top attractions

that may be experienced by the local and foreign tourist comes from different forms

which include heritage sights and landmarks, water and amusement parks, nature and

parks, and accommodation services .

Research of the Study

The respondents of the study were themanagers , supervisors from the different

accommodation businesses of Dapitan City. The respondents answered the questions

related to the hotel profile such as years of establishment, type of accommodation,

number of rooms accommodation, guest capacity, and number of employees. The study

also explore the constraints encountered by the accommodation industry in in relation to

policies, equipment in an open ended question to find out accommodation

businessesperceived prospects in relation to the constraints.

Research Instrument

The survey instrument used in this study was a checklist type questionnaire. The

researchers formulate the questionnaire based on the ideas and insights taken from the

different authorities as reflected in the literature as well as suggestions and

recommendations of the researchers’ adviser and the research experts. The questionnaire

consisted of two parts:

30
 Part I dealt with the profile of the hotel in terms years of establishment, type of

accommodation, number of rooms accommodation, guest capacity, and number of

employees. Part II dealt with the constraints perceived by the respondents using open

ended questions to the managers and supervisors of accommodation businesses which

measured their perception with regards to their unavailability of subscription to booking

apps.

Validation of Research Instrument

The first draft of the instrument was submitted to the researches’ adviser for

corrections, and suggestions. After which the instrument was revised, the suggestions

were made. In order to measure the clarity and comprehensibility of each item, a dry-run

was conducted. Pre-testing comments were considered and included and the whole

instrument was submitted to the research adviser for final checking and approval.

After re – structuring some portions that needed revisions, the questionnaire was

declared valid for survey.

Administration of Questionnaire

Approval of accommodation businesses management was sought before the

administration of the questionnaires to the respondents. The researchers personally

administered the questionnaire and assured the respondents of confidentiality of the

information disclosed and the anonymity of their identity.

Ethical Considerations

Participation in the study was voluntary and the participants answered the

questionnaire anonymously. The participants were informed about the study's purpose

31
and its content. They were also informed that the results would utilized for academic

purposes only. Before they received the questionnaire, they gave their written consent.

Statistical Treatment of Data

The compilation of the received data/answers from the questionnaire study were

analysed with the use of appropriate descriptive and inferential statistics. For descriptive

statistics, frequency counting, percentage, and weighted mean were used. For inferential

statistics KruzKal-Wallis H test was applied in testing the null hypotheses of the study at

0.05 level of significance and 95% level of confidence.

32
 CHAPTER 4

PRESENTATION, ANALYSIS, AND PRESENTATION OF DATA

This chapter deals with the salient findings of this study presented in tabular and

followed by discussion based on the statistical results and qualitative observations.

Problem No.1 What is the profile of the accommodation industry in terms of:

1.1 Years of operation;

1.2 Type of accommodation

1.3 Number of rooms

1.4 Guest capacity; and

1.5 Number of employees.

Years of operation

Table 1.1 shows the accommodation profile in terms of years of operation. As

shown in the table, 8 (61.54%) are within the bracket of 10 years and below, 2

(15.38%) are within the bracet of 11-15 years, 2 (15.38%) are within the bracket 16-

20 years, and 1 (7.69%) are within the bracket of 21 years and above. The result

demonstrates that majority of the accommodation business thrives in Dapitan City are

new in the business industry. This also indicates there is a need to improve tourism

programs to invite more visitors to come and stay in Dapitan City , thereby, helping

the accommodation business also to sustain and grow well establish in the future.

Barros (2005) stressed that community's growth in enterprise stimulates hospitality

performances, in turn accommodation industry contribute to the community's

economic, social, and cultural development. The accommodation industry benefits

33
 from a destination's economic growth and stability and community developments,

such as office buildings, retail malls, and entertainment facilities, which draw both

business and leisure travellers and help create demand for hotel rooms.

Table 1.1Accommodation Profile Based on Years of Operation

Years of Operation Frequency Percentage

10 years below 8 61.54
11-15 years 2 15.38
16-20 years 2 15.38
21 + years 1 7.69
Total 13 100.00

Type of accommodation

Table 1. 2 shows the accommodation profile based on the type of

accommodation. As gleaned from the table, 2 (15.38%) are inns, 9 (69.23%) are pension

houses, 1 (7.69%) are hotels, and 1 (7.69%) are bed and breakfast. The result

demonstrates that the type of accommodation available is very limited due to the

locality’s lack of business enterprise and low tourists outputs.

Table 1.2Accommodation Profile Based on Type of Accommodation

Type of Accommodation Frequency Percentage

Inn 2 15.38
Pension House 9 69.23
Hotel 1 7.69
Bed and Breakfast 1 7.69

34
Total 13 100.00

Number of rooms

Table 1.3 reflects the accommodation profile based on the number of rooms. As

seen, 4 (30.77%) have 10 rooms or below, 4 (30.77%) have 11-20 rooms, 4 (30.77%)

have 21-30 rooms, and 1 (7.69%) have more than 31 rooms. The result indicates that

majority of the accommodation industry in Dapitan City are small-scale business. To

establish and grow into a large scale accommodation business establishment calls for

community’s economic growth.

While a community's growth stimulates accommodation industry performances,

in turn accommodation businesses contribute to the community's economic, social, and

cultural development. The accommodation industry benefits from a destination's

economic growth and stability and community developments, such as office buildings,

retail malls, and entertainment facilities, which draw both business and leisure travellers

and help create demand for hotel rooms (Barros, 2005).

Table 1.3Accommodation Profile Based on Number of Rooms

Number of Rooms Frequency Percentage

10 rooms or below 4 30.77
11-20 rooms 4 30.77
21-30 rooms 4 30.77
31 + rooms 1 7.69
Total 13 100.00

35
Guest capacity

Table 1.4 presents the accommodation profile based on guest capacity. As

gleaned 1(7.69%) can accommodate 31-40 guests, and 12 (92.31%) can accommodate

more than 41 guests. The result reflects that most of the accommodation industry that

thrives in Dapitan City are operating in a small-scale market. This implies the need to

improve tourism program and business enterprise within the community to help create

demand for rooms in accommodation businesses.

Table 1.4Accommodation Profile Based on Guest Capacity

Guest Capacity Frequency Percentage

10 -20 guests 0 0.00
21-30 guests 0 0.00
31-40 guests 1 7.69
41 + guests 12 92.31
Total 13 100

Number of employees

Table 1.5 shows the accommodation profile based on the number of employees.

As observed, 11 (84.62%) have 10 or below employees, 1 (7.69%) have 21-30

employees, 1 (7.69%) have 31-40 employees. Based on the data, it can be concluded that

majority of the accommodation business industry thriving in Dapitan City are small-scale

business. This observation stressed the need to improve tourism activity and promote

business enterprise in the locality to create greater market for the need of accommodation

36
industry. By doing so, this will give rise to the increase in demand of more employees

needed in the hospitality service.

Table 1.5Accommodation Profile Based on Number of Employees

Number of Employees Frequency Percentage

Below 10 11 84.62
11-20 0 0.00
21-30 1 7.69
31-40 1 7.69
41 + 0 0.00
Total 13 100.00

Problem No.2What are the constraints of the accommodation industry in Dapitan

City when subscribing to booking apps in terms of:

2.1 Equipment;

2.2 People; and

2.3 Policy?

Equipment

Table 2.1 shows the constraints in why majority of the accommodation

businesses in Dapitan City did not subscribe to booking apps. In terms of equipment

constraints: ten(10) said they do not have computers and twelve (12) mentionlack of

secured internet connection due to the lack of necessity to invest in upgrading their

equipment because of the lack of market and contentment of using manual mode of

37
mode of booking. In a manual booking system, customers call the specific

accommodation property, customers speak to the staffs and after handling inquiries these

accommodation business note the reservation using only pen and logbooks. Few mention

they are using facebook as a marketing tool to promote their business because many

marketing opportunities are offered by Facebook that makes it a particularly viable tool

for improving your online presence. Using facebook does not require them to purchase

computer and avail fast internet connection because using facebook is completely free,

and it always will be and due to the accessibility and convenience of facebook in their

small business.The way equipment is currently used limits the ability of the system to

produce more saleable goods/services (Chen,2011).

Table 2.1 Subscription to Booking Apps: Equipment Constraints

Participant Significant Formulated Cluster Over-All

Statements Meaning Theme
Theme
A1 We did not Fast internet Slow internet
subscribe to connection is connection is a
online booking required in constraint in
apps because we handling and handling or
have slow subscribing to subscribing to
internet online booking online booking
connection apps apps

A2, A3, A4 We did not Computer and Not having

subscribe to internet computer and
online booking connection is internet Subscription to
A5, A6, A7 apps because required in connectionis a
investing in handling and constraint in Booking Apps:
A8, upgrading our subscribing to handling or
business’ online booking subscribing to Equipment
equipment can apps online booking
be unprofitable

38
 due to lack of apps Constraints
market

We did not Computer and Not having

subscribe to internet computer and
online booking connection is internet
A9, apps because we required in connection is a
don’t have handling and constraint in
A10 computer and subscribing to handling or
internet and we online booking subscribing to
have facebook apps online booking
page to promote apps
our business
A11 We subscribed
before but
because our Fast internet
Slow internet
internet is connection is connection is a
slowwe cant required in
constraint in
handle or use it handling and handling and
properly besides subscribing to
subscribing to online booking
we have online booking apps
facebook to apps
promote our
business
A12 We did not
subscribebecause
our internet is
slow

People

Table 2.2 shows people-related constraints: twelve (12) mention the limiting of

their staff, majority of their staffs are not knowledgeable enough in handling computer-

based transactions specifically in using online booking apps. On the other hand, staffs

39
should be computer literateto be able to efficiently use computers which requires staffs to

undergo computer-based training in widening their knowledge in computer-based

transactions.Few mentioned that subscription and installation of booking apps is free and

booking apps only charges 10% share in each booking transaction but because of the

hassle they have dealt in using online booking due to slow internet connection and lack of

staff and capability to use or handle online booking which resulted them to ineffectively

use online booking apps. Lack of adequate training for employees results to work

inefficiency and low productivity (Philipps,2013). Untrained employees cannot produce

high-quality products and services.

Table 2.2 Subscription to Booking Apps: People Constraints

Participant Significant Formulated Cluster Theme Over-All

Statements Meaning
Theme
A1, A2, A3, We did not Having many Hiring more
subscribe to staffs and staffs and
A4 A5, A6, online booking providing providing
apps because training to training to Subscription to
A7, A8, A9, our market is staffs is staffs work
limited and essential in output of Booking Apps:
A10, A11 ,A12 investing in handling and business will
hiring more subscribing to increase People
people and online booking therefore ease
providing apps of handling or Constraints
trainings in subscribing to
computer-based online booking
trainings for apps
staffs would be
unprofitable
Policy

Table 2.2 shows policy-related constraints: twelve (12) mention they did not

subscribe to online booking apps whichleads theylack of policy for it.A policy states what

40
management wants employees to do, and a procedure describes how that task should be

done. It is a guiding principle that sets the direction for an organization(Sanelli, 2018).

Table 2.3 Subscription to Booking Apps: People Constraints

Participant Significant Formulated Cluster Theme Over-All

Statements Meaning
Theme
A1, A2, A3, We did not Contentment of Policies for
subscribe using manual Subscribing to
A4 A5, A6, because we are mode of online booking
contented of booking and apps is essential
A7, A8, A9, manual not hiring more to
booking due to people and not accommodation Subscription to
A10, A11 ,A12 the lack of providing businesses and
market proper trainings these policies Booking Apps:
subscribing to in handling will provide
online booking computer due guiding Policy
is just a hassle the lack of of principle that
because of the market sets the Constraints
unprofitability hesitated them direction for an
in investing in to invest that organization.
upgrading our hinders these
business’ businessesin
equipment and subscribing to
people for us to online booking
be able to because they
effective use don’t have a
online booking policy which
apps can set a goal
specifically for
that.

41
Problem No.3 What are the prospects of the accommodation industry in Dapitan

City terms of subscription to booking apps?

 It will maximize their sales. 24/7 online booking system increases the number of

bookings.

 Online booking systems will make your staff more efficient they won’t be tied to

a phone waiting for guest calls

 Payments are also eased with an online booking. You can require from your

guests to pay when they book.

 Another benefit of an online booking system is it’s easier to promote and sell

packages online. This will increase the revenue you generate.

 Booking apps analytics tools can keep track of each reservation related details

you will have information to better understand your guests, their preferences.

With this, you will be able to outline the areas where you need to focus on and

grow your business.

42
 CHAPTER 5

SUMMARY, FINDINGS, CONCLUSION, AND RECOMMENDATION

This chapter presents the summary, conclusion, and recommendation of the study.

The summary provides the review on the problem, the methods, and the results obtained

in the study. The conclusion answers the problem presented in this study and the

recommendations will pave way on the possibilities on further studies to be conducted in

relation to the study made.

Summary

This study generally aims to determine the constraints and prospects of the

accommodation industry in Dapitan City in terms of subscription to booking online

applications specifically, this study intends to answer the following:

1. What is the profile of the accommodation industry terms of:

1.1 years of operation;

1.2 type of accommodation;

1.3 number of rooms;

1.4 guest capacity; and

1.5 number of employees?

2. What are the constraints of the accommodation industry when subscribing to booking

apps in terms of :

2.1 equipment;

43
 2.2 people; and

2.3 policy?

3. What are the prospects perceived by the accommodation industry in terms of

subscription to booking apps?

Findings

The data revealed the following findings

 Few of the accommodation business in Dapitan City stated that subscription and

installation of booking apps is free and booking apps only charges 10% share in

each booking transaction However, they still did not subscribed even if the

installation is free due to the lack of staff and lack of capability to efficiently use

or handle online booking apps.

 Majority of the accommodation businesses in Dapitan City mentioned they are

using facebook as a marketing tool and use manual mode of booking instead of

online booking apps.

 Twelve (12) accommodation businesses in Dapitan City did not subscribe to

online booking apps due to equipment constraints: ten (10) mention lack of

computer and tweleve(12) lack of secured connection , people constraints:

twelve(12) mention their lack of staff, lack of knowledge, and not subscribing to

online booking apps leads to these accommodation businesses lack of policies for

it.

 One (1) out of the thirteen (13)accommodation businesses in Dapitan City

subscribed to online booking apps stated it maximized their sales through

44
 increased number of bookings and of staffs’ work efficiency due to the eased of

transaction and business promotion.

Conclusion

From the results and interpretation the researchers have obtained, the following

Accommodation businesses in Dapitan City lacks employees and training to their staffs.

They also lack equipment such as computer and fast internet connection due to their

contentment of using manual mode of booking. Accommodation businesses in Dapitan

City do not feel the need to invest in upgrading their businesses which leads to lack of

online market due to not subscribing to online booking apps.

Recommendation

After careful review of findings and analysis of data, the following

recommendations were offered:

 Accommodation industry in Dapitan City needs to invest in technology by

procure computer and avail of the services of the internet.

 Train staffs in using of online booking application and advertisement in the

business as a platform of expanding advertisement reach and change their ways

and leave the manual booking behind.

 There is a need for accommodation industry to adopt online booking to maximize

market and create a positive customer experience.

45
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52
 APPENDIX A

Survey Questionnaire

Research Study: Subscription to Booking Apps: Constraints and Prospects.

Part I: Profile

Direction: Please tick the box corresponding to your response.

1. Years of Operation

10 years below 10-15 years

16-20 years 21 years or above

2. Type of Accommodation

Inn Hotel

Pension House Home Stay

Hostel Bed and Breakfast

3. Number of Rooms

1-10 11-20 21-30 more than 30

4. Guest Capacity

10-20 21-30 31-40 more than 40

5. Number of Employees

10-20 21-30 31-40 more than 40

53
 Part II: Open Ended Questions

Direction: Please answer the following questions honestly.

1. Do you subscribe to booking apps?

( ) YES ( ) NO

Why?, Please indicate the reason below:

________________________________________________________________________

________________________________________________________________________

2.Why so? Do you lack equipment, people and policy to be able to subscribe to booking

apps?

________________________________________________________________________

54
 Transcription of Interview

ParticpantA1
Interviewer: Good morning Sir, May we ask about your establishment?
Interviewee: Good Morning to you too, yes you can
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No
Interviewer: Why?
Interviewee: We don’t know how to handle that and we think that is very tiring
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: We don’t lack equipment, we have computer and internet connection but it
has slow connection and also we lack people to handle that kind of stuff and besides we
are contented in our manual booking through calls and walk in
Interviewer: Okay sir thank yous sir for your time
Interviewee: Okay you’rewelcome

ParticpantA2
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Good Morning to you too, what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No
Interviewer: Why?
Interviewee: We think it’s a hassle
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: Its because we don’t have computer and internet connection as you can see
our business is small.
Interviewer: Oh! Okay ma’am thank you
Interviewee: Okay you’re welcome boy

55
ParticpantA3
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes you can what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No
Interviewer: Why?
Interviewee: We don’t need that
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviee: We have only very few staffs and besides we don’t even have computer and
internet connection because our business is small and if we hire more people it would be
unprofitable due to lack of market
Interviewer: Oh! Okay ma’am thank you very much!
Interviewee: Youre welcome, thanks also

ParticpantA4
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Good Morning to you too, what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No
Interviewer: Why?
Interviewee: We just don’t have that
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: It’s because I’m the only in charge here and I don’t how to handle
computers we also don’t have computer and internet connection because our market is
limited therefore in purchasing equipment and hiring people to use online booking apps
would be unprofitable besides we don’t need that because we have bookings through
calls or manual.
Interviewer: Oh! Okay ma’am thank!
Interviewee: Welcome

56
ParticpantA5
Interviewer: Good morning sir, May we ask about your establishment?
Interviewee: What boy is it quick?
Interviewer: Yes sir this will be quick, Do you subscribe to booking apps? Yes or No?
Interviewee: No, We don’t
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: We don’t know how to handle or use that kind of stuff boy because me and
my wife are the only people managing our businessand we also have few people working
for us and we don’t have computer and internet connection and lastly investing in hiring
people and equipment would be a deficit considering the fact that our market is limited.
Interviewer: Oh okay sir thank you
Interviewee: Okay boy

ParticpantA6
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes sir you can what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No, We don’t sir
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: Through walk in or calls are the methods we use in booking sir because we
don’t have computer and internet connection and we have few employees here the others
are on call only because the process of hiring people that are capable of handling online
booking apps is just a disadvantage due to lack of marketthat’s the reason we are
contented in manual mode of booking
Interviewer: okay maam thank you
Interviewee: You’re welcome sir

57
ParticpantA7
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: for what purpose is it?
Interviewer: for our research maam
Interviewee: oh okay what is your question?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No we don’t boy
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: We don’t have that here boy because we don’t have computer but we have
wifi here and because I don’t know how to use computer and we have few employees
working others are just for cleaning and the fact that online booking requires us to access
what is mentioned is just a hassle because of the market we are facing right now.
Interviewer: oh okay mam thank you
Interviewee: okay boy

ParticpantA8
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes you can boy, what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No we don’t, unfortunately
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: its because we don’t have computer and wifi here and this business is too
small we think we don’t need that and theres only two people working here.
Interviewer: oh okay maam thank you
Interviewee: welcome boy

58
ParticpantA9
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes you can sir, what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No we don’t ,
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: Its because we don’t have computer and internet connection and as you can
see our business is very small we think that just hassle for us besides we have facebook
as well for us it is more convenient to our small business.
Interviewer: oh okay thank you ma’am
Interviewee: welcome sir

ParticpantA10
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes if it is quick
Interviewer: yes maam this will be quick
Interviewee: okay sir what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: No we don’t, unfortunately
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee:Yes we lack equipment is like computer and internet connection and besides
we don’t know how to use that sir we also have facebook that is managed by sir
whenever someone requests to book at our facebook page our boss immediately inform
us and we can book them manually here.
Interviewer:oh okay maam thank you

59
Interviewee: Okay sir welcome

ParticpantA11
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Yes you can sir what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: Before sir but now we dont
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee:Our internet connection is slow sirand also we can’t accompany that in our
busy works because workers here are few and we are not experts in using that’s why its
just a hassle besides we already have a facebok page for us it is enough to promote our
business because online booking apps inspite of them offering free subscribtion and
installatiion it is still a disadvantage to us because our internet is slow and our businesss
is small . And whenever our rooms are full andoccupied and our customer from online
booking immediately arrives we then deal with double booking due to lack of employees
and knowledge of employees to actually use online booking and the online booking apps
has 10% share and that is an disadvantage considering our business is small and that is
the reason we are contented in using facebook and manual booking.
Interviewer: oh okay thank you maam
Interviewee: Welcome sir

ParticpantA12
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: For what purpose sir?
Interviewer: For our research maam is it okay?
Interviewee: Okay you can
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: Yes before but we stop because it’s a hassle

60
Interviewer: Why so? Do you lack equipment, people and policy to be able to subscribe
to booking apps?
Interviewee: We don’t lack equipment we have computer and intenet connection but its
slow sir and the workers here don’t really know about that kind of stuff sir because
technology is not their field of expertise that’s why considered not to involve our
business in online booking its just a hassle in our small business.
Interviewer: oh okay maam thank you
Interviewee: okay sir

ParticpantA13
Interviewer: Good morning ma’am, May we ask about your establishment?
Interviewee: Good morning too, what is it?
Interviewer: Do you subscribe to booking apps? Yes or No?
Interviewee: Yes we do
Interviewer: Why?
Interviewee: Because online booking system increases the number of bookings. Online
booking systems will make your staff more efficient they won’t be tied to a phone
waiting for guest calls and Payments are also ease because you can require from your
guests to pay when they book. Another benefit of an online booking system is it’s easier
to promote and sell packages online. This will increase the revenue you generate. track of
each reservation related details you will have information to better understand your
guests, their preferences. With this, grow or improve your business.
Interviewer: Oh okay maam thank you maam
Interviewee: Welcome

61
 Transcription of Interview

ParticpantA1
Interviewer: Maayong buntag sir, pwede mangutana kabahin sa inyoang establismento?
Interviewee:Maayong buntag pud , pwede kaayo
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala
Interviewer: Ngano man?
Interviewee: Kapuyan na lage mi anang mga ingana dayon wala pud mi kabalo unsaon
na
Interviewer: Nganon man Kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Wala man mi kulang sa kagamitan naa raman mi computer pero hinay amoa
internet plus gamay ra mi og trabahante para muhandle ana kay kontento raman gud mi
sa manual booking through tawag or walk in.
Interviewer: Aw sge sir salamat sa imo paghatag og time sa amo sir
Interviewee: Sige welcome

ParticpantA2
Interviewer: Maayong buntag Ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee:Maayong buntag pud , unsa man?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala
Interviewer: Ngano man?
Interviewee:Hasulan man mi ana dong

62
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Wala man gud mi computer og wala sad mi internet connection kay
ginagmay raman pud ni amoa business magansi rami ug mupalit pami kay gamay rasad
manganhi diri ng customer.
Interviewer:Aw sge ma’am salamat ma’am
Interviewee: Aw sge welcome dong
ParticpantA3
Interviewer: Maayong buntag Ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Oo pwede unsa man?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala
Interviewer: Ngano man?
Interviewee: Di nami manginahanglan ana man
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviee: Gamay raman gud mig tawo daun wala pud mi computer og wala pud mi
internet
kay gamay rasad ni amoa business daun tungod sa kagamay sa amoa business maalkansi
mi ug muprovide pami ana para makasubcribe sa online booking apps.
Interviewer: Aw sge salamat kayo maam
Interviewee: Welcome salamat pud

ParticpantA4
Interviewer: Maayong buntag Ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee:Maayong buntag pud , unsa man?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala
Interviewer: Ngano man?

63
Interviewee:Wala lang jud mi ana
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: ako raman gud isa gabantay dri dipud ko akatar ana kay diko kabalo mga
computer usa pa wala pud mi computer og internet connection kay dili na kinahanglan
kay gansi mi ug mupalit pami ana sa kagamay sa amoa business manginahahanglan
pajud nang mga ingana og maghire og mga tawo nga maayo mugamit computer which is
madak- an rami sa amo gastoon nga maglead ug kaalkansi kay gamay rapud ug customer
dri naa usa pa raman pud mi booking through telephone og walk in manual booking mao
wala mi nagsubscribe og online booking apps.
Interviewer: Aw sge maam thank you maam
Interviewee: Welcome

ParticpantA5
Interviewer: Maayong buntag sir, pwede mangutana kabahin sa inyoang establismento?
Interviewee: , unsa man dong dali rana?
Interviewer: oo sir dali ra Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba mi ana dong
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Di man gud mi kabalo ana dong kami ra duha sako asawa gamanage ani
amoa business gamay rapud mi ug trabahante daun wala mi computer ug internet pud
dong ug usa pa di pud kabalo ana mugamit og mga ingaa dong maalkansri rami og
musubscribe mi sa online booking apps dong og gasto para dugang tawo daun equipment
niya gamay ra raba og igo rapud amoang income.
Interviewer: Aw sge sir salamat
Interviewee: Sige dong

ParticpantA6
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?

64
Interviewee: Pwede sir unsa man sir?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba sir
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Through tawag raman magbook diri sir og walk in kay wala man pud mi
computer kay gamay rasad mi trabahante kay dili na kinahanglan sa amoa business kay
gamay rasad mi ug kita dri magansi name on-call ra gani ang uban nga trabahante diri
daun ang amoa boss raman ang icontact sa imo customers mao nakontento rapud sa
ingani sir mao wala mi nagsubcribe sa online booking apps
Interviewer: Aw sge ma’am salamat
Interviewee: Sige welcome sir

ParticpantA7
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee:Para asa man na dong?
Interviewer: Sa research ni namo maam
Interviewee: Aw sge unsa man imo pangutana?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba dong
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Wala man mi ingana dong kay wala mi computer pero naa mi connection
diri ,si Sir raman gud namo gamanage sa page para sa bookings ani dong kay ako dili
man ko kabalo og computer dong gamay ra man pud mi na trabahante dri dong ang uban
tiglimpyo lang kay kung muhire pud ug dugang trabahante nga kabalo computer madak

65
an mi sa kagamay sa business daun gamay ra ang customers diri mao wala mi
nagsubscribe sa online booking apps
Interviewer: Aw sge ma’am salamat
Interviewee: Sige sige dong

ParticpantA8
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Pwede ra dong unsa mana?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee:na wala gani man mi computer og wifi diri kay gamay raman ni diri gamay
rapud rooms mapuno pa gani usahay duha rami trabahante diri gamay rajud.
Interviewer: Aw sge ma’am salamat
Interviewee: Sige welcome sir

ParticpantA9
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Pwede ra sir unsa mana?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee:na wala gani man mi computer og wifi diri kay gamay raman ni diri hasul
ranang ingana sa amoa sir usa pa naa may facebook didto mi macontact kay mas
convenient rasa moa gamay nga business
Interviewer: Aw sge ma’am salamat

66
Interviewee: Sige welcome sir

ParticpantA10
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Sige sir dali raman kaha? kay busy raba ko
Interviewer:oo maam dali ra
Interviewee: sige sir unsa man?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Wala raba sir
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee:oo kulang mis computer sir og internet mao wala mi ana daun di pud mi
kabalo ug unsaon na sir naa raman pud mi facebook page nga gimanage ni sir bisan wala
siya dri makabook man gihapon mi kay kung naa magpabook tawagon ko nya daun ilista
daun diri
Interviewer: Aw sge ma’am salamat
Interviewee: Sige welcome sir

ParticpantA11
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Pwede ra sir unsa man?
Interviewer: Nagsubscribe ba kamo sa online booking?
Interviewee: Before sir pero karun wala na
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee:Hinay man gud connection sa amo intenet sir daun kami diri dili kaatar ug
maayo mi ana si niagi kay di mabantayan kay dili pud kayo kabalo mugamit og computer

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igo rapud maong mahasulan nami daun. naa man pud mi facebook page igo naman na
facebook pag promote sa amo business. Kay ang online booking apps libre ra lage ang
pagsubscribe kay naa man uban sila magoffer para mainstallan mi , maapikhan ra
gehapon mi kay hinay jud internet daun gamay ra amoa business magansi mi kung
maoccupy na ang amoa rooms dri daun pag abot sa customer nga nag book online
madouble book na daun kay maglisod mag akatar anang ingana makasala namis customer
daun nami aside ana naa pajud sila 10% share sa booking sa kagamay sa amoa business
magansi name mao kontento najud mi ani manual booking og paggamit sa facebook
Interviewer: Aw sge ma’am salamat
Interviewee: Sige sir

ParticpantA12
Interviewer: Maayong buntag ma’am, pwede mangutana kabahin sa inyoang
establismento?
Interviewee: Para asa na siya sir?
Interviewer: Sa research namo ma’am pwede ra?
Interviewee: Sige pwede ra
Interviewer: Sige ma’am Nagsubscribe ba kamo sa online booking?
Interviewee: Oo sauna pero naundang name kay hasulan nami
Interviewer: Ngano man pud? kulang ba mo sa kagamitan , trabahante og palisiya para
makasubscribe mo sa booking apps?
Interviewee: Dili man mi kulang sa kagamitan naa man mi computer pero hinay internet
diri man gud sir plus ang mga trabahante dili kayo maayo pag abot anang mga ingana sir
kay dili nila field ng technology sir maong wala nalang sir.
Interviewer: Aw sge ma’am salamat
Interviewee: Sige sir

ParticpantA13 Interviewer: Maayong buntag Ma’am, pwede mangutana kabahin sa

inyoang establismento?
Interviewee:Maayong buntag pud , unsa man?
Interviewer:Nagsubscribe ba kamo sa online booking?

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Interviewee: Nagsubscribe
Interviewer: Ngano man?
Interviewee: Kay mas mo daghan man ang pwede makabook ug naa kay online booking
tawag kay daghan makakita sa imoa business sa online market, mas musayon ang trabaho
dili na sigeg hasul og tawag daun mas madali og masayon ang pagbayad og sigurado
pajud daun mas mapromote nimo imoa business og mga packages nimo sa mas daghang
tawo daun makabalo pud ka unsay dili ganahan sa imo mga customers og mga dili nila
ganahan through reviews nila online tungod niini makabalo ka unsa dapat nimo iimprove
sa imoa business.
Interviewer: Aw sge maam salamat maam
Interviewee: Welcome

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