QCU Gavel: Journal of Business and Social Sciences is a peer-reviewed journal, published twice a year in print and online. The journal aims to appeal to an interdisciplinary audience, welcoming submissions from various subjects, including accountancy, business administration, criminology, public administration, political science, social policy, social work, sociology, local governance, cultural and gender studies, and more.
All articles published in QCU Journals are made available under the Creative Commons Attribution 4.0 International License (CC BY 4.0). This license allows for: Sharing – copying and redistributing the material in any medium or format. Adapting – remixing, transforming, and building upon the material for any purpose, including commercial use.
Universities and the Promotion of National Development: Cultural Production at Lam Pho Community, Thailand
Universities in Thailand are required to make contributions to national social and economic development. One means by which they attempt to do this is through becoming embedded in local communities and conducting participatory research with local stakeholders in different categories. This paper considers the extent to which a particular project in the Lam Pho district of Nonthaburi province fulfilled that requirement. The project involved assessing potential cultural production sites in the research location and the skills of people likely to participate in the identified activities. It was found that some activities were suitable and that, with appropriate support, people could carry out the associated production processes. More broadly, it was assessed that research projects can help universities to complete their obligations to the state.
Copyright (c) 2026 Kobkullaya Ngamcaroenmongkhol, John Walsh, Sen Xie, Potchana Toopaew, Muthita Arayasettakorn, Paisarn Arunchoknumlap, Nattapong Tamkaew, Wilaimas Nilluang, Chinnawat Phasuta (Author) https://creativecommons.org/licenses/by/4.0
Financial Risk Governance and Enterprise Resilience among Small-Scale Food Manufacturers in Metro Manila: Basis for Strategic Interventions
Small-scale food manufacturing enterprises operating in Metro Manila face ongoing environmental and financial uncertainty, often compounded by limited access to capital and underdeveloped risk management practices. This study examines the association between financial risk governance and enterprise resilience, focusing on how governance mechanisms relate to firms’ capacity to withstand and recover from disruptions. A mixed-methods approach was employed, combining quantitative survey data from 120 enterprises with qualitative insights from follow-up interviews. Enterprise profiles captured years of operation, revenue scale, and workforce structure, while resilience was assessed using a validated index covering financial planning, liquidity oversight, and contingency readiness. Results indicate that firms with more structured financial governance practices tend to demonstrate higher levels of resilience; however, the findings reflect correlational relationships rather than causal effects. Building on these results, the study proposes a conceptual framework highlighting the interaction between internal financial controls and external institutional support. The findings inform policy design to strengthen MSME resilience and contribute to the literature on financial governance in emerging urban economies.
Copyright (c) 2026 Rosalie Makil (Author) https://creativecommons.org/licenses/by/4.0
Redefining Tourist Perception: Analyzing Social Media’s Influence in Transforming Tourism Marketing
Social media has emerged as a key channel for marketing, information exchange, and communication in the current digital environment. Its widespread impact also extends to the travel and tourism sector, where it is essential for determining travelers' attitudes, inclinations, and choices. To remain relevant and competitive, tourism marketers must adapt their approaches as travelers increasingly rely on digital channels to inform their decisions. This study examined how social media affects the travel-related attitudes and behaviors of Filipino visitors. This quantitative descriptive study examined 403 Filipino tourists. The findings indicate that the majority of respondents were young adults aged 18 to 24, predominantly women. Most participants resided in urban areas, were employed, were pursuing their studies, had completed college degrees, and reported low to moderate income levels. Among social media platforms, TikTok emerged as the most influential source of travel inspiration, underscoring the growing importance of short-form video content in tourism marketing. Respondents assessed social media material based on accessibility, credibility, destination identification, informativeness, and interactiveness. Credibility and interactiveness were scored lower than accessibility and informativeness, which were rated higher. Interestingly, a large majority of participants said they had changed their plans based on online articles, and nearly half said social media influenced most of their travel decisions. Moreover, age, educational attainment, and social media platform usage significantly influenced tourists’ perceptions, whereas gender showed no significant difference. The study concludes that social media serves as an effective and powerful instrument for promoting tourism. Thus, content creators should consider improving credibility to easily influence the modern tourist, contributing to more targeted and impactful tourism campaigns.
Copyright (c) 2026 Jhennika Mae Biasbas, Lyza Mae A. Fulla, Rowel C. Jagdon, Stephanie Mhyles S. Malate, Shaun Bastien N. Canon, Dr. Rovena I. Dellova (Author) https://creativecommons.org/licenses/by/4.0
Exploring the Relationship between E-Wallet Engagement and E-Service Quality among Government Employees in Selected Municipalities of the Western Region of Misamis Oriental
The increasing reliance on e-wallets among government employees necessitates understanding their perceptions of engagement and service quality. This descriptive-correlational study examined the relationship between e-wallet engagement (functionality, security, financial management) and e-service quality (reliability, responsiveness, assurance, empathy, tangibility) among 120 government employees in selected municipalities of Western Misamis Oriental, Philippines. Using a validated 4-point Likert-scale survey adapted from the UTAUT2 and SERVQUAL frameworks, data were analyzed using descriptive statistics (means and SDs) and Pearson correlations at α=0.05. Results revealed high engagement with functionality (M=2.98) and security (M=2.96), moderate financial management engagement (M=2.86), and overall service satisfaction led by tangibility (M=3.28). A significant moderate positive correlation emerged (r=0.678, p<0.001), rejecting the null hypothesis. Functionality and security exhibited stronger relationships with service quality than financial management. Findings contribute theoretically by integrating UTAUT2 engagement constructs with SERVQUAL dimensions in a public-sector fintech context, and empirically by identifying responsiveness (M=2.87) as the primary area for improvement. Policy recommendations include hybrid AI-human support systems and public-sector financial literacy programs. Limitations include cross-sectional design and geographic scope; future research should employ longitudinal designs and structural equation modeling.
Copyright (c) 2026 April Kaye R. Barbieto, Diane Morhen Dalapo, Jessa Mae Gonzaga, Decem S. Ferrer, MLIS, Eric Matthew L. Senerpida, DM (Author) https://creativecommons.org/licenses/by/4.0
Shadows of the Past: Tourist Perceptions and Educational Experiences in Paco, Manila’s Dark Tourism Sites
Dark tourism has become a distinct form of cultural and educational travel, giving visitors the chance to explore heritage, history, and tragedy in meaningful ways. This study examines the fascinating field of dark tourism, focusing specifically on Paco, Manila, Philippines, an area of great historical and cultural significance. Using a quantitative-descriptive research approach, data were collected from 260 tourists in Paco, Manila, through purposive sampling. The results show that most respondents are Filipino, young adults, and mostly female. They expressed a strong interest in visiting dark-tourism sites and agreed that such visits respect the dignity and memory of the deceased. It also helped them better understand the area's history and culture, leaving a lasting impression and a desire to remember and document their experiences. Furthermore, it triggers emotional responses and effectively communicates the importance of historical events. Tourists of various ages gain similar educational benefits from their visits. There is no significant difference between the sexes, and tourists' educational gains do not vary significantly by nationality. Overall, tourists' perceptions of Paco, Manila, reflect a positive and respectful attitude toward the destination's dark tourism appeal. This study highlights the lasting appeal of dark tourism and its potential to serve as a meaningful platform for historical understanding and the responsible growth of tourism.
Copyright (c) 2025 Rizzel Erica Andaya, Ylla Avianne Dacles, Allia Dela Cruz, Aciel Nadine Magallanes, Rovena Dellova (Author) https://creativecommons.org/licenses/by/4.0
Action Research on the Training Plan of Business Etiquette for selected Business Digital Majors in Indonesia
This study examines the business etiquette knowledge possessed by Business Digital Majors at Polytechnic Piksi Ganesha in the 2023/2024 academic year, involving 20 undergraduate students. An integrated economy suggests a connected market with improved communication, which promotes high standards of business ethics among Business Digital Majors. Using an action research approach, this study explores the development and implementation of a business etiquette training program tailored specifically for Business Digital majors. The goal is to enhance students' professional and interpersonal skills, which are vital in today’s business environment, especially given the increasing integration of digital skills with professional conduct. To identify effective methods for delivering business etiquette education that meet the unique needs of digital business students, the research employed iterative cycles of planning, acting, observing, and reflecting. Results indicate that participants’ knowledge and application of core business etiquette principles, such as professionalism, communication, and cultural sensitivity, improved significantly. Additionally, the findings offer valuable insights for educators and curriculum designers aiming to bridge the gap between technological skills and professional behavior. The study underscores the importance of context-based etiquette training in preparing Business Digital majors for successful career entry.
Copyright (c) 2025 Wahyu Trimastuti (Author) https://creativecommons.org/licenses/by/4.0
From Graduation to Job Seeking: The Lived Experiences of Initao College BSBA Alumni
This qualitative phenomenological study explored the lived experiences of Bachelor of Science in Business Administration (BSBA) graduates from Initao College as they transitioned from graduation to job seeking. The study aimed to understand their journeys, the challenges and opportunities they encountered, and the coping strategies or support systems they relied on during their job search. A total of 16 newly graduated participants from the 2024–2025 batch were selected through purposive sampling. Data were gathered through in-depth, semi-structured interviews and analyzed using Colaizzi’s seven-step method to identify emerging themes from significant statements. Three major themes emerged from the study: The Emotional Landscape of Transition, which captured graduates’ mixed feelings of hope, pressure, and uncertainty during the job search process; Barriers and Pathways in the Job Search, which highlighted issues such as lack of experience, financial limitations, and job location challenges, as well as proactive strategies like internships and resume-building; and Motivation Through Support, Faith, and Purpose, which emphasized the role of family, faith, and personal goals in helping graduates persist through difficulties. This study concludes that the journey from graduation to employment is both emotionally and practically demanding for graduates. This study recommends that Initao College may enhance career preparation through expanded exposure to practical industry experiences, mentorship programs, and more seminars and training. The curriculum may be revised to focus more on practical skills rather than theoretical knowledge to better prepare students for the workforce. Local Government Units may provide job facilitation programs such as job fairs and employment seminars to support graduates in finding employment opportunities.
Copyright (c) 2025 Rubie C. Cabasag, Charleston M. Benson, Christine Jan Q. Quijano, Elejane M. Lumahang, Gerlyn V. Butaslac, Jeleza G. Sabaldana (Author) https://creativecommons.org/licenses/by/4.0
Bridging Perceptions: Gender Equality in the Eyes of Faculty and Students at Initao College
This study investigates the perceptions of gender equality in the classroom and academic environment at Initao College, focusing on the awareness of gender equality principles, the integration of gender equality concepts into teaching methods, and the influence of faculty members’ practices on students. A mixed-methods research design was employed, combining a survey and thematic analysis. The survey was administered to 27 faculty members and 305 students from various programs (BEED, BSHM, BSCRIM, and BSBA), and followed by an analysis of open-ended responses to gain deeper insights. Findings reveal that while both faculty and students are generally aware of gender equality principles, faculty members hold significantly more positive perceptions regarding the integration of these concepts into the curriculum and teaching methods compared to students, although perceptions were consistent across genders. Faculty members largely support gender equality through inclusive teaching practices, while students identified specific areas for improvement, including policies regarding dress codes and gender expression, and more consistent efforts to challenge gender stereotypes. The study highlights the need for continuous gender sensitivity training, policy revisions, and the promotion of inclusivity in institutional culture. Recommendations for enhancing gender equality include regular seminars, policy review, student involvement, and a consistent evaluation of gender equality practices within the college.
Copyright (c) 2025 Sydney Jay Villarin, Divina Gracia Divino, Lily France Echavez, Kemski P. Lumahang (Author) https://creativecommons.org/licenses/by/4.0
Factors Influencing the Empowerment of Local Artisans and Entrepreneurs and the Role of Local Government in Nurturing Creative Ecosystems in Initao, Misamis Oriental, Philippines
This study examines the factors influencing the empowerment of local artisans and entrepreneurs in selected barangays of Initao, Misamis Oriental, and the role of local government units (LGUs) in nurturing creative ecosystems. Drawing from a mixed-methods design, 129 participants, including artisans, entrepreneurs, community members, and LGU personnel, provided data through surveys and focus group discussions (FGDs). Findings indicate that key factors, such as skill development programs, access to resources, market opportunities, innovation, and supportive policy frameworks, significantly contribute to entrepreneurial empowerment and ecosystem development. Quantitative analysis revealed strong positive correlations between these factors and the development of creative ecosystems, with innovation and product development showing the highest impact. Qualitative data highlighted challenges, including limited funding, complex bureaucratic processes, and inadequate infrastructure, which hinder artisans' and entrepreneurs' potential. However, existing municipal support, community collaboration, and proposed enhancements, such as tailored training programs, resource hubs, and policy reforms, demonstrate opportunities for improvement. This study underscores the importance of holistic government initiatives to foster sustainable creative industries and empower rural communities, emphasizing the need for consistent support, infrastructure, and market linkages to unlock the full potential of Initao’s creative economy.
Copyright (c) 2025 Kemski P. Lumahang, Divina Gracia C. Divino, Sydney Jay B. Villarin, Lily France J. Echavez (Author) https://creativecommons.org/licenses/by/4.0
Addressing the Challenges in Preserving Intramuros’ Cultural Tourism: Basis for Sustainable Development Plan
Intramuros, the Manila’s historical and cultural treasure, realizes significant challenges in preserving its heritage amongst the pressures of tourism development. This study explores the factors influencing preservation challenges and the impacts of cultural tourism, aiming to provide insights for sustainable development. Utilizing a quantitative approach, data were collected from 400 respondents in Intramuros, focusing on demographic profiles, preservation challenges, and tourism experiences. The findings reveal a strong correlation between preservation challenges and the effects of cultural tourism. Key challenges identified include inadequate public awareness, limited youth involvement in heritage conservation, and insufficient funding and resources for preservation activities. Respondents also emphasized the importance of regulating tourism activities, with the majority agreeing on the need for improved tourism management strategies. In addition, the study highlights that enhancing cultural experiences and increasing public education efforts can significantly improve the visitor experience while promoting historical preservation. Safety and security were also noted as critical elements influencing the competitiveness of Intramuros as a tourist destination. The study emphasizes the need for ongoing improvements in preservation practices, effective management of tourism activities, and adherence to updated sustainable development guidelines. It recommends prioritizing investments in preserving 95 Intramuros’ cultural assets, improving local transportation systems, and fostering greater public involvement in conservation efforts. These initiatives aim to address the challenges of preserving cultural heritage sites amidst tourism development, ultimately supporting the preservation and promotion of Intramuros.
Copyright (c) 2024 Audrey S. Falconitin, Aliya Nikkie C. Robinson, Caroline Crois S. Tabasco, Ritchell S. Tablizo, Justin Phyllix C. Tindugan (Author) https://creativecommons.org/licenses/by/4.0
Sharia Economic Review of Hotel Promotion Mix Strategy (Case Study at the Neo Puri Indah Hotel, West Jakarta)
This research focuses on the conduct of a Sharia Economic Review of the Hotel Promotion Mix Strategy of the Neo Puri Indah Hotel, West Jakarta. The study is anchored in six critical factors: the Neo Puri Indah Hotel’s status as an international subsidiary, intense price competition in the hospitality sector, the abundance of tourist attractions in West Jakarta, the hotel’s strategic location in the heart of the city, its occupancy rate recovery postpandemic, and the competitive landscape in marketing mix strategies within the hotel industry. A qualitative research methodology was employed, utilizing a case study approach with purposive sampling to select respondents. The findings reveal that the promotional mix strategy at Neo Puri Indah Hotel has been implemented in alignment with standard industry practices, including advertising, personal selling, sales promotions, direct selling, and public relations. From the perspective of Sharia economics, the hotel’s promotional activities meet several key principles. They adhere to the Justice aspect (‘Adalah) by providing accurate and truthful information and address the Benefit aspect (Maslahah) by offering value to consumers and the local community. However, the study identifies a shortfall in meeting the Balance aspect (Tawaazun) due to the hotel’s non-compliance with comprehensive Sharia-based hotel standards. This research underscores the importance of aligning promotional strategies with Sharia principles to create a balanced, ethical, and competitive approach in the hospitality sector, particularly for institutions operating within predominantly Muslim regions.
Copyright (c) 2024 Rina Nurhayati, Ahmad Damiri, Eka Ahadiyat Suryana, Dinda Ayu Gemilang (Author) https://creativecommons.org/licenses/by/4.0
Local Product Innovation and Development in the Province of Pangasinan, Philippines
This study empirically ascertained the innovation and development of local food products in Pangasinan, Philippines. Challenges in the production, such as lack of qualified employees and specialist able to create innovations, were studied. This study adopted data triangulation using mixed methods: the sequential explanatory-concurrent triangulation with the aid of descriptive survey and interview guide distributed to the twenty (21) DTI-registered Food Producers in Pangasinan, Philippines. Findings showed that the most observed innovation and development practices implemented in terms of local food production in Pangasinan, Philippines are the observance of product design and quality and product marketing support. The identified success factors include becoming trendsetters and penetration of the market in line with local food products and the limiting factors include lack of qualified employees and specialist able to create innovations on local food products. Local food producers in Pangasinan, Philippines cooperate more internally with establishments within their enterprise, their customers and suppliers. Cooperation of local food producers in Pangasinan, Philippines on innovation activities with academe is limited. Financial constraints are the most important barrier to innovation, so respondents may consider having linkages to private business organizations and even academe to seek for their support and assistance in utilizing the internet and improving packaging of the products. They may also consider familiarization of the continuum innovation to improve innovation and development practices.
Copyright (c) 2024 Rosalie Sheryll T. Rosales (Author) https://creativecommons.org/licenses/by/4.0
Management Of an Aeronautics and Technology Educational Institution in The Philippines
The empirical investigation focused on ascertaining the management of WCC Aeronautical and Technological College and identifying the problems met in line with the processes and practices alongside the operation of the said entity. The researcher adopted the descriptive cross-sectional design with the aid of a questionnaire-checklist as main instrument in gathering data. The respondents in the study were the eight Department Heads, ten program heads, one Campus Director, and two Academic Heads. The findings of the study showed that the management of Binalonan Campus moderately practiced organizing, while the management of North Manila Campus satisfactorily practiced organizing. The extent of managerial practices and process implementation as to directing in the management of the WCC Aeronautical and Technological College Binalonan Campus and North Manila had an overall mean rating of 4.17 or with a descriptive rating of moderately practice. The two campuses moderately practiced planning, controlling, directing, and organizing. The problems faced by the top to middle-level educational managers of WCC Aeronautical and Technological College in two campuses were slightly serious, while the problems met by the top to middle-level educational managers of WCC Aeronautical and Technological College in North Manila Campus were moderately serious. The researcher concluded that the extent of managerial practices and process implementation in the management of the two campuses is the same, which affects the implementation of consolidate policy and standard of WCC aviation school in general. The management of WCC Aeronautical and Technological College for both Binalonan and North Manila Campus should conduct monthly meetings to enhance practice in financial planning, marketing planning and organizing. Further study is recommended.
aeronautics and technology education institution
Copyright (c) 2024 Roger A. Martinez Jr. (Author) https://creativecommons.org/licenses/by/4.0
Unemployment Insurance: A De-Securitization Strategy to Address Social Unrest Due to Cyclical Unemployment During an Economic Recession “Lessons From The Quezon City Wage Subsidy Program”
The COVID-19 pandemic lockdowns of 2020 have wreaked havoc on a global scale no one ever prepared for. Not only in the medical realm, but with it comes intense economic shock worldwide. As global economies abruptly halted, countries had no recourse but to declare an economic recession. The Philippine economy suffered a deep recession in 2020 due to the impact of the COVID-19 pandemic, with GDP contracting by 9.6% year-on-year. This was the most significant annual decline ever recorded by the National Economic Development Authority (NEDA).This massive decline in economic activity immensely strains the business sector, causing cyclical unemployment. As this pandemic-related unemployment coupled with COVID-19 fatalities intensifies, negative emotional stress is created, leading to a deterioration of economic confidence among individuals. Even as the world adapts to the financial effects of the pandemic, a global consensus is that overall economic activity will not rapidly return to levels achieved before the pandemic. This situation results in the prevalence of negative emotional stress, particularly in economically strained and politically polarized environments. It is also associated with political protests, which could lead to social unrest. This research paper aims to delve into the institutionalization of a National Unemployment Insurance (NUI) program derived from the lessons of the Quezon City Wage Subsidy Program (QCWSP). The NUI will be a human intervention to desecuritize the effects of a human security threat, with the Local Government Unit (LGU) as the implementing agency. The study revealed results of the Logit Regression model, validated by Goodness of fit tests McFadden R2 and Count R2 is that the selected variables have been statistically significant with 97% overall model accuracy. However, WSP programs particularly at the LGU level need to overcome communication barriers in a pandemic or similar situations. To strengthen the predictive power of the statistical model. It is recommended that similar longitudinal studies per industry may be undertaken in this regard.
Copyright (c) 2024 Dr. Pierangelo A. Dominguez, DBA, DPSSG (Author) https://creativecommons.org/licenses/by/4.0
Analysis Of the Impact of Integrating Business Acumen, Leadership Strategies, And Educational Technology on Organizational Innovation
This study examines the impact of integrating business acumen, leadership strategies, and educational technology on organizational innovation, aiming to identify how these elements collectively enhance innovation within organizations and determine the most effective leadership styles and best practices for promoting such integration. A quantitative correlational design was employed, with data collected through surveys from respondents across various sectors. Spearman’s rho was used to measure the strength and direction of associations between the integration factors and innovation outcomes. The results indicate that integrating educational technology significantly enhances organizational innovation by accelerating product development, improving operational efficiency, fostering a culture of innovation, and enhancing employee skills. Transformational and visionary leadership styles were found to be particularly effective in promoting the adoption of educational technology and business acumen. Best practices identified include the strategic alignment of technology initiatives with business goals, inclusive decision-making involving leaders at all levels, and the use of specific performance metrics to evaluate effectiveness. Investments in educational technology showed a measurable positive impact on key performance indicators related to innovation, such as employee productivity, cost savings, and market expansion. The findings highlight the importance of a holistic approach that combines strategic investments in technology, effective leadership, and sound business practices. Organizations should prioritize QCU The Gavel: Journal of Business and Social Sciences Vol. 2, No. 1, November-December 2024 2 integrating these elements to enhance innovative capabilities and gain a competitive edge. The study underscores the need for sector-specific strategies to maximize the impact of educational technology on innovation, providing a comprehensive framework for organizations aiming to foster innovation through strategic integration of these critical elements.
Copyright (c) 2024 Divina Gracia C. Divino, Ph.D., Kemski P. Lumahang, MAEd, Lily France J. Echavez, MMBM, Sydney Jay B. Villarin, LPT (Author) https://creativecommons.org/licenses/by/4.0
ACTION RESEARCH ON DETERMINING THE EFFECTIVENESS OF DISTRIBUTION OF LAPTOP AND POCKET WI-FI IN QUEZON CITY UNIVERSITY IN RESPONSE TO THE NEW NORMAL
As the global community grapples with the far-reaching impacts of the COVID-19 pandemic, this research explores the effectiveness of the distance learning response undertaken by Quezon City University (QCU) in collaboration with the Quezon City (QC) Government. The study aims to evaluate the distribution of laptops and pocket Wi-Fi devices as critical components of QCU’s strategy to adapt to the new normal in education. Amidst the challenges posed by the pandemic, QCU successfully procured 8,000 laptops and provided monthly internet allowances, demonstrating its commitment to facilitating remote learning. However, the study reveals that the distribution faced obstacles, resulting in 4,358 laptops reaching students by March 2021. Survey data collected from 5,893 QCU students sheds light on the reasons behind the low turnout, with 2,814 students opting not to borrow laptops. Notably, the study identifies various challenges faced by students in the transition to online learning, including unstable internet connections, lack of conducive study environments, and distractions from social media. The findings indicate that while the majority of students benefitted positively from the provided laptops, challenges persist. Respondents expressed a desire to return to face-to-face learning, emphasizing the importance of stable internet connectivity. To address these concerns, the QC Government allocated 5,225 pocket Wi-Fi units to ensure continuous interactions among students and teachers. Recommendations include comprehensive research and planning, a gradual transition to blended learning, additional equipment provisioning, and ongoing orientation and training programs. The study serves as a foundation for future research and aids in evaluating the efficacy of local government responses to the evolving needs of the education sector during the pandemic.
Copyright (c) 2025 QCU The Gavel https://creativecommons.org/licenses/by/4.0
The Influence of Online Review on Airbnb Booking Intentions of Local Tourists in the National Capital Region
The global tourism industry, intricately linked with lodging, relies on pivotal online reviews to influence travelers’ choices. This study examines the impact of online reviews on the booking decisions of young adults aged 19–23 in the Philippines, focusing on Airbnb accommodations in the National Capital Region. It explores the complex relationship between online reviews and decision-making, emphasizing review quantity, quality, and sentiments. Young adults’ booking intentions on Airbnb, influenced by subjective standards, diverse lodging options, attitudes, and financial advantages, were surveyed. Findings highlight the indispensable role of online reviews in shaping decisions, urging hosts and marketers to tailor strategies for enhanced online reputation.
The Influence of Cruise Vlogs on Tourist Expectations and Travel Intention of Young Local Tourists in Metro Manila
Grounded by the S-O-R Model by Albert Mehrabian and James Russell, this research delved into the influence of cruise vlog exposure on tourist expectations and travel intentions. Employing a quantitative research design, the study examined data from a total of 307 individuals who had engaged with cruise vlogs, utilizing structured surveys and statistical analyses to discern patterns. The findings unequivocally demonstrate a substantial and noteworthy correlation between exposure to cruise vlogs and subsequent alterations in both tourist expectations and travel intentions. This connection bears practical significance for the tourism sector, offering insights applicable to industry practitioners, content creators, and marketers. The study underscores the pivotal role of digital media, specifically cruise vlogs, in shaping consumer behaviors related to travel. These results go beyond theoretical implications, providing tangible and practical considerations for those navigating the evolving landscape of the travel industry.
Lyceum of the Philippines University-Manila
FACTORS AFFECTING HOTEL CHOICE OF FILIPINO TOURISTS FROM TRAVEL AND TOURS PHILIPPINES
This research investigates the factors influencing Filipino tourists’ hotel choices, specifically focusing on both tangible and non-tangible aspects. Employing a quantitative research approach, the study utilizes a descriptive survey method, employing a carefully crafted questionnaire for data collection. The demographic profile of respondents reveals a predominant presence of females, individuals aged 18–25, and those with college education, shedding light on the characteristics of the target population. Notably, respondents exhibit a preference for 5-star hotels, with a substantial portion budgeting less than 3,000 PHP per night. The study unveils the significance of non-tangible factors, such as positive past experiences, in influencing hotel choices, while tangible factors—particularly the cleanliness of hotel bathrooms—also play a crucial role. Statistical analyses indicate significant differences in non-tangible factors based on age and education, emphasizing the nuanced impact of these elements on decision-making. In summary, this research provides valuable insights into the nuanced preferences of Filipino tourists, contributing to the understanding of factors influencing hotel choices. The findings underscore the importance of considering both tangible and non-tangible aspects in catering to the diverse preferences within this demographic.
DIGITAL TECHNOLOGY INTEGRATION AND PRACTICES IN THE TEACHING OF ENGLISH AS A SECONDARY LANGUAGE (ESL) AMIDST COVID-19 PANDEMIC: THE CHINESE CONTEXT
The study reviews the practices and integration of digital technology (DT) in the teaching and learning of English as a Second Language (ESL) in China by ESL teachers. The review examines the forms of the various types of digital technology that are utilized in the classroom, the role that digital technology plays in the instruction of English as a Second Language (ESL), the potential advantages of utilizing DTs in ESL education, and the challenges that prevent the integration of DTs in ESL education. It was determined, based on qualitative analyses of the reviewed literature, that DT was highly utilized, that schools provided support and venues to strongly encourage the use of supplementary educational platforms, that digital-based technologies have had both positive and negative effects on student learning, and that digital-based technologies have affected teachers’ instructional pedagogy. Furthermore, it was determined that schools provided support and venues to strongly encourage the use of supplementary educational platforms during the pandemic. Although technological constraints associated with digital technologies were revealed, the COVID-19 pandemic increased the adoption of digital-based technology in the ESL classroom.
Digital Technology, English as a Secondary Language, Chinese Education, Pedagogy, COVID-19
The Relationship Between Brand Activism and Select Brand Performance Metrics: The Cases of C2 Green Tea and Lucky Me! Instant Pancit Canton
This paper determines the statistical relationship of brand activism on Facebook to the respective brand image, purchase intent, likelihood to shift, degree of interest, and recommendation toward C2 Green Tea and Lucky Me! Instant Pancit Canton. Brand activism is a way for companies to express their opinions and values on social, environmental, or political issues that matter to them and their customers. The gathering of respondents was done in a purposive way, who were from different age groups, socio-economic classes, and regions. The researcher conducted a Pearson Product-Moment Correlation Analysis to measure the statistical association of brand activism on Facebook with various dependent variables. This is a statistical technique that assesses the strength and direction of the linear relationship between two continuous variables. The analysis showed that only brand image and interest level were the independent variables that had a strong positive correlation with the importance of brand activism on Facebook (dependent variable). No significant differences were observed between the responses for C2 Green Tea and Lucky Me! Instant Pancit Canton. This paper advances the general knowledge of brand activism in the Philippine context. It provides practical implications for marketers and advertisers who want to utilize social media platforms to engage with their consumers on relevant social, environmental, or political issues. The researcher proposes that future studies examine how brand activism varies among various products and brands—such as food, beverages, clothing, electronics, etc.—and how these variations influence consumer perception and behavior. The researcher also recommends applying other statistical methods to cover more aspects, generate new insights, and explore other perspectives regarding brand activism.