WEB PRESENCE OF THE HOTEL INDUSTRY IN TAGAYTAY CITY

An Undergraduate Thesis
Presented to the
Faculty of the Business Management College of Business Administration and
Accountancy
De La Salle University Dasmarinas
Dasmarinas City, Cavite

In Partial Fulfillment
Of the Requirements for the Degree of
Bachelor of Science in Business Administration
Major In Business Operations Management

Bianca Isabelle Asuncion

Nica Angela Gregorio
Melissa Mae Marero

March 2013
Chapter I
The Problem and Its Background
Introduction
Hotels can be found everywhere in the country, as long as there are travelers or
people that are in need of a place to stay. The history of the hotels could be dated back
as far as the biblical times, evidence of it was when Virgin Mary and Joseph traveled
through Bethlehem and they looked for an inn to stop in. The hotel Industry in the
Philippines began when a hotel was first built in Binondo, Manila in 1850s named Hotel
Del Oriente which was a two story building with 83 rooms. From then on, until now,
hotels are built especially in places where a landmark or a tourist spot is visited often by
people. Hotel Industry can be defined as any form of service providing business that
accommodates and cater the needs of its clients, from lodging amenity to food and drink
facility.

Businesses nowadays are now looking for methods to save money, lessen
expenses, and still be productive to sell their service or products. Most companies today
are now using Internet technology to advertise and provide a faster business transaction
to customers. The application of Internet in the world of business is considered as a
major trend. Various companies and organizations are now able to exchange
information easily to its internal sytem and customers. Since Internet system consists of
different information in different arrangement, any individual or business can make use
of it. One of the examples of business that uses e-commerce is the hotel industry, with
various companies creating their own websites and pages to social networking sites as
mediums for quicker information dissemination such as the room rates, location, basic
information and other services offered to people worldwide. They publicize through
hosting sites with static or rich media. Indeed, web presence had changed the way hotel
industry works. Another major change with online based technology for hotels is the ebooking or more commonly known as online booking, where in a company can save up
through just maintaining the web page as compared to the traditional practice that a
hotel will pay a certain commission to the travel agency that makes the reservation for
rooms of the client, and a client can directly communicate with the hotel of their choice.
The web presence in hotel industry is the reference for this study. The research
will find out the outcome of using online based technology to the hotels in Tagaytay City.
It will review each company profile and the the adaptation of Internet to the business.
The different variables such as the independent and dependent were identified for a
more clear discussion of the topic.
Background of the Study
2

Internet system being largely a business about processing and moving huge
amounts of information to millions of parties globally or beyond geographically borders,
there lies a huge opportunity for the business sector in the area of processing and
moving or transferring knowledge and information as well as products and services from
the producers to end users or consumers (Orcullo 2010). This means that Internet
serves a link between the merchants and customers, employees and employers. The
information super highway enables each and everyone to communicate with no limit or
boundaries.
Internet not only serves as a linkage but also a tool for advertisement. The
Internet has been becoming a powerful channel for business marketing and
communication (Palmer, 1999)- often called as e-commerce/e- business. A simple
banner, page in a social networking site, or even websites, can establish brand
awareness for the people. This new effective marketplace helps each organization to
compete with each other accordingly.
E-commerce is defined as "the idea of sharing information eventually leading to a
business transaction aided by a variety of information and communications technology,
the Internet and other digital devices" (Orcullo 2010). The Internet and e-commerce give
opportunities to consumer and businesses to establish a convenient and hassle-free
transaction.
This trend is not only popular in companies offering products and goods but also
for companies who offer services. The hospitality industry has also adapted the use of
Internet application in the services they offered (ex. online booking, hotel reservations,

etc.). According to the Moscow Times, "With hotel e-commerce, the landscape of the
hospitality industry is forever changed. Online sales are an important part of the
business. The growing importance of e-commerce in the modern hospitality industry has
created an urgent need for simple solutions to manage companies' online presence". Ecommerce in the hotel industry plays a vital role on how they will attract and create
customers. Establishing e- commerce in hotels is very important since Internet usage
worldwide continues to accelerate. Most travellers search and find hotel reservations
online. Also, social media and online hotel reviews are a major impact in the preference
decisions of customers. Additionally, the web is the preferred media source for travel
information, favored 17:1 over television and 6:1 over newspapers and magazines
(Moscow Times 2012). Therefore, this study was conducted to determine web presence
in the internet world of the Hotel Industry in Tagaytay City.
Statement of the Problem
This study aims to determine the web presence in the Hotel Industry in Tagaytay
City.
Specifically, the study tried to answer the following questions:
1. What are the different kinds of web presence existing in the hotels?
2. What are the levels of web presence used by the hotels?
3. Is there a significant relationship between the web presence and hotel profile?
Null Hypothesis

The levels of web presence and the 1 to 3 stars hotel profiles do not have a

significant relationship to each other. It may vary from every company from the low to
high level depending on the results of the assessment of the researchers.
Significance of the Study
This study is important to the hotel industry in developing their web presence to
cater the needs of their customers by offering a better and satisfying service. The output
of this study is a source material that the future researchers can absorb and spread
through diffusion and installation approach.

Scope and Limitations of the Study

The study focuses on the impact of web presence in the hotel industry. It covers
the following independent variables such as hotel profile in terms of the number of stars
it belongs to, and different kinds of web presence (social networking sites, company
website, and hosting sites); The dependent variable is also limited to the levels of web
presence measured in terms of low level (static advertisement), medium level
(interactive advertisement and rich media), and high level (Online booking/reservations
and online payment).
The respondent companies of the study are composed of hotel companies that
are member of the website www.hotelclub.com in Tagaytay City. The sample size
consists of 15 hotels. However, due to lack of time in gathering the data and
convenience, the study is only limited to one to three-star hotels around the said area

that are members of hotelclub.com to represent examples of hotels that have web
presence.

Definition of Terms
The following are the variables and key terms used operationally in the study:
Interactive Advertisement. It refers to promotional techniques that include an element of
feedback from those to whom the advertisements are directed.
Online Advertising. It refers to the internet advertising whose goal it is to drive
customers to your website or location, or to make a call regarding your products or
services.
Rich Media. It is an Internet advertising term for a Web page advertisement that uses
advanced technology such as streaming video, downloaded programs that interact
instantly with the user, and advertisements that change when the user's mouse passes
over it.
Social Networking Site. It is the phrase used to describe any website that enables
users to create public profiles within that Website and form relationships with other
users of the same Web site who access their profile.
Static Advertisement.

It refers to an advertisement on a Web page that does not

change.
Web Presence. It refers to website and is a collection of web files on a particular subject
that includes a beginning file called homepage.
6

Web Hosting. It is the business of housing, serving, and maintaining files for one or
more website.

Chapter II
Review of Related Literature
This chapter presents the review of related literature and studies. It discusses the
theories, concepts, principles, techniques, and approaches essential for the online
based technology of the hotel industry in Tagaytay City.
Foreign Studies
Internet advertising is a form of advertisement that uses the Web as a medium to
connect with its potential customers. Internet advertising, also known as online
advertising, has many formsstarting from plain and simple banners to rich media ads.
Because of its unremarkable success, many companies use this as a marketing
channel (Papadopoulos 2009).

Moreover, Papadopoulos (2009) mentioned that the content of a web page and
the level of its congruency to the marketing content play an important part on the impact
of online advertising.
As the Internet reaches millions of users every day, companies looked at this as
a big opportunity to use the said virtual space in attracting buyers by displaying
advertisements on the web, also known as banner ads. From simple static graphics
displayed on the web, banner ads have improved a lot through the use of technology.
Advertisements today use interactive multimedia to please customers and buy their
products and services. The effectiveness of these advertisements has boomed the
industry during the past years (Kolzen, 1996).
According to Kaur (2008), most of the people today believe in the Internet. It
shows that online advertising are better than the conventional way of advertising. The
reasons for using these mediums are because people spend most of their time on the
Internet and they are cost effective. Companies that are selling footwear use social
networking sites to increase the brand awareness among people. The extensive access
of social networking sites by individuals is roughly equal to the extensive delivery of
advertisements to their corresponding social networking sites.
As the Internet users expand drastically throughout the world, many firms take
this as an opportunity to find potential customers through using the popular medium
today, the social networking sites. The evolution of social media through social
networking sites, blogs, photo and video sharing, wikis and podcasting produced users
who no longer just consume information they create it, (Braude, 2009). Organizations

take these as an advantage in formulating a way to attract users in their advertisements

on the web. According to Braude (2009), firms should communicate with users to know
if they are spreading the right content at a right place and time. This interaction that can
be done virtually is becoming a trend in the business world, giving them exact
information on how the customers feel about the products and services offered and also
establishing themselves as experts to earn the trust of the people in the Internet
(Braude, 2009).
Social networking sites are used by people to be able to connect and re-connect
with their families, old friends or create new relationships with other people. Since, most
of the concentration of people is all in the different websites created for shared interests,
businesses are now taking advantage of it. According to a thesis published in
studymode.com, Social network advertising is a term that is used to describe a form of
ONLINE ADVERTISING that focuses on social networking sites which is quite cost
effective for the different companies around the world. Furthermore, businesses can
absolutely use the demographic details about a person using the site to be able to fully
know the details and exact product a particular area needs. The trend of social media
advertising is making an advantageous impact in the business which is an increase in
sales.
Local firms today face an intense competition with foreign or other nearby firms,
this trend will continue as long as technology is offered in business. Therefore, firms
should quickly think new ideas on how to maximize the use of internet. Using the
Internet as the marketing tool in the hospitality industry is well proven and documented
according to the study of Koku & Ogbeh (Investigating Internet Marketing Strategies
9

among Hotels in Ghana). According to them, some of the benefits Internet provide
include cost savings in terms of advertising, accessibility and communicating to a large
number of people at the convenience of the potential customer. The implications of
these benefits for smaller hotels are extremely important as it makes it possible for
these businesses to compete in markets that were hitherto inaccessible (Haynes, et al.,
1998).

Moreover, in the study of Koku & Charles Ogbeh, the authors stated that "The
International Hotel and Restaurant Association (IH&RA) has discussed the importance
of technologically-induced changes in hospitality in its Think Tank sessions at their
annual conference (Connolly & Olsen, 2000). The findings suggest that e-commerce
and information technology would be the most important competitive advantage for any
hospitality company to compete successfully and create value for both
the customer and the firm (Connolly & Olsen, 2000; Dev & Olsen, 2000; Elliott-White &
Finn, 1998).". This means that Internet really play a big role in the world of competition,
and this can also be a tool to survive as well as to compete with others.
Foreign Literature
For about 50 years, computers have been very useful for business applications.
Massive improvements have been made in the hardware and software, making it as an
advantage for the firm's operations. The first involved business application is processing
the transactions of accounting data. Business application with the use of computers
continue spreading until it reach the firm's manager, helping these people in problem
solving decisions and was called management information system. Information
10

technology will be a continued trend for almost all the industry. In able to gain
competitive advantage in the industry, business organizations continue to involve
computers in their system of operations. Competitive advantage refers to the use of
information system to gain leverage in the marketplace. The elements and the flows of
different resources are all managed by general systems model of the firm, helping an
organization to function efficiently and effectively (Mcleod and Schell, 2004).
According to Bidgoli (2012), organizations use computers and information
systems for the main reason of reducing costs and gaining a competitive advantage.
We are very familiar with computers and information technologies since they are all
around us. Different institutions including banks, schools, hotels, and government use
it. Banks use computers and information systems for generating monthly statement and
other banking activities. Schools often use computers for grading examinations and
generating detailed reports of each student's performance. Hotels use information
systems to organize the schedules booked in each of the rooms including the
reservations. It can also be the tool for advertisement. Internet plays a major role in
information systems. Internet is involved on almost all the activities. Search engine and
broadband communication bring information to us in a split of a second. With social
networking sites such as Facebook, Twitter, and MySpace, you can connect and meet
with different people. For this reason, firms can take advantage on the Internet, using it
a as a means for transmitting information to the customers such as advertisements and
product & service exposures.
From the online article of the New York Times, marketing companies uses social
networking sites like Facebook and Twitter to promote their products online, though
11

now, these online advertisements focuses on the products itself rather than promoting
their social network pages. However, these ads often put interactive buttons, tabs, and
the like that will reveal real-time feeds of their pages (i.e. wall posts, tweets, videos,
etc.) without redirecting it to another page, which is both enticing and less hassle in
knowing what those products are about. Removing the online ad's old function of
redirecting to a new page, consumers on average will spend more time for those ads
and more likely would like to learn more about the products. Other form of online ad is
that the advertisers pay for words with hyper link and as soon as the consumers clicked
it, a pop out window will appear revealing articles and blogs about the company and/or
their products. On top of these advertisements, companies often aligned themselves
through television shows, athletes, artists, etc. to entice people to buy their products,
but still not promoting their social network accounts (Newman, 2011).
From the article in socialbusinessplus.com, as the hotel industry continuously
adapt the use Internet among their services, social media and websites continue to
expand their roles in the said field. This fact is a clear manifestation that social media
really affects the businesses. According to socialbusinessplus.com, social media is
about creating and establishing relationships and it stated that "individuals create new
connections and openly shares ideas, opinions, and experiences". Hence, the
transmission and exchanging of information become easy and more manageable.
Social media can really affect the decision of the consumers and customers. The way
they choose or buy a product is somehow affected by the social media reviews of a
certain product or service. According to PJA IT Social Media Index, "Information
Technology buyers trust social media more than any other content source". Social

12

media do not open the door of opportunity for the service/product producers alone, but
also for the customers. Since social media allows customers to express their opinions
and help the world know them. Social media allows customers to express their opinions
freely. Success in the world of social media is achieved through an open, transparent
communication approach among individuals which business organizations are doing
right now.
Local Literature
The rapid growth and massive developments in the areas of computers and
convergence with telecommunications technologies have brought forth what is now
known as the digital economy and the so called information age. Thus, almost all of us
are very familiar with computers and how they play and contribute in our society. This
means a lot of challenges, opportunities, and advantages for improving business
competitiveness. Through the introduction and use of information and communications
technology, many businesses today have improved their operations. The term
information and communications technology (ICT) refers to a collective and generic
term that covers the broad range systems, devices, hardware, peripherals as well as
variety of programs and softwares. Through the use of different functions of ICT, firms
and organizations' task can be easily done and prepared (Orcullo, 2009).
From the article in ittrainingphilippines.com, it explained that information
Technology has played a crucial part in enhancing the lifestyle of each individual in
different genres of their life. Usage of it benefitted everyone in numerous ways. First of
which is the accurate information processing at a minimal usage of time. Due to IT, task

13

accomplished has been increased ten-fold by not only individuals but large scale
companies as well with lesser mistakes and more time to spare. Easier interaction of
individuals all around the world through social networking sites, as well as lesser
problems by language barrier via language translator has also been provided by IT.
Entertainment has never been easier and convenient thanks to the usage of gadgets
and softwares invented. In addition to global interaction stated before, another benefit of
IT is the advancement of communication of people locally and globally. Economy is also
affected by IT. Buying and selling products has been made easier through eliminating
time and distance barriers that has been a problem since then. As far as healthcare
goes, IT has played a major role in providing effective health care system by the means
of virtual health care, electronic health records, etc. Finally, today's education help
students and also ordinary individuals, gain more knowledge in their respective fields,
as well as fields of others. Students now often use IT for their research, home works,
and other school activities in which it is beneficial and less hassle to them.
Since in the Philippines, almost everyone has a mobile phone, marketers and
their corresponding advertising firm uses this advantage to promote their products.
Rafael Alunan, country manager of Out There Media, a mobile advertising firm, in the
Philippines said that Text Messaging is the biggest common denominator in the country
today. These advantages lead to the application of SMS ads. SMS advertisements are
text messages sent through mobile subscribers that agreed to receive it regularly. Those
text messages might comprises of discounts, freebies, and deals that tailor fitted
through the subscribers interests. The text messages are not to be considered as spam
since the consumer agrees to the conditions. According to Out There Media statistics,
14

Philippines have been one of the highest response rates to the SMS ads, roughly
around 10%-15% out of 5% response rate globally. Though SMS advertisements are
still in the first stage, this will be a tremendous asset by marketing companies in
promoting their products since Filipino people are being active in the mobile industry
(Gloria, 2012).

Chapter III
Theoretical and Conceptual Framework
This chapter includes the presentation of the theoretical and conceptual
framework with the independent and dependent variables of the study.
Theoretical Framework

15

Figure 1. Reed (2011) Choosing Online Marketing Tools Model

The theoretical framework represents the different marketing tools often used in
identifying the online based technology used in the study of Koku and Ogbeh about
marketing strategies in the hotels in Ghana. According to Reed (2011) there are two
broad categories of internet tools which are the content and outreach tools aside from
company websites and electronic mails (e-mails). The outreach tools consist of the
different sites that enable a company to create a network on the internet. The content
16

tools consist of different categories such as photos, video, blog, and podcast that
attract, engage, and retaing customers to the hotels.
Conceptual Framework
Independent Variable:
Company profile of the hotels
A. Website Operations
Website or Online
based technology
adaptation
B. Different Kinds of Web
Presence
Social Networking
sites
Company website
Hosting websites

Dependent Variable:
A. User Navigation
B. Levels of Web Presence and
score ranges
Low Level (Basic information,
pictures, static advertisement)
Medium Level (Rich media,
interactive advertisement)
High Level (Online
booking/reservations, online
payment, interactive/rich
media)

Figure 2. Conceptual Framework

The figure above shows the independent and dependent variable that will
measure the impact and relationship of web presence in the hotel industry in Tagaytay
City. The independent variables listed are the company profile of the hotels such as the
different kinds of web presence used by the company. From the independent variable,
the dependent variable were derived such as the levels of web presence that exists on
the said hotels if they only range from the low level up to the high level that uses online
reservations or payment with the set values by the researchers in relation to the
assessment questionnaire made. The independent variables and dependent variables

17

are somehow related to each other because of the connection in which levels of web
presence are derived from the differet kinds of online based technology the hotels use.

Chapter IV
Research Methodology
This chapter discusses the research design, population and sample, research
instrument, data gathering procedure, and statistical treatment of data.
18

Research Design
The research problems created in the study were answered through descriptive
research design because doing the research mainly involves observing and describing
the effects of adapting information and communication technology (specifically web
presence) in the hotel industry. Observation and describing the subject were not
influence in any way.
Population and Sample
The researchers used quota sampling techniques for the study. There are 11
three-star, 3 two-star, and 1 one-star hotels in Tagaytay City that were regarded in the
study. The list of the hotels was collected through the website www.hotelclub.com.
Research Instrument
The study used mixed survey questionnaire technique to gather primary data. A
set of questionnaires were made and consist of closed ended/ closed form, open ended
questions, and rating scale questions. In close ended questions it limits the respondents
with a list of answer choices from which they must choose to answer the questions. In
open ended questions, repondents are not restricted and not limited with answers to
choose from. Moreover, in rating scale questions, the researchers were asked to assess
and rate in ranges the particular issue from outstanding to not observed. The
questionnaires consists of knowing the company profiles of the chosen hotels in the city
of Tagaytay, the different kinds of web presence the businesses produce, and the levels
of this technology already existing in the organization. The researchers have adapted

19

some of the questions from the master thesis about the internet marketing strategies
among the otels in Ghana written by Paul Deladem Koku and Charles Kofi Ogbeh.
Data Gathering Procedure
The researchers searched the online based technology used by the chosen 15
hotels in Tagaytay City that were used for data gathering. The researchers navigated
and explored the websites to measure and evaluate the variables that were needed for
this study.

Moreover, the researchers answered the assessment questionnaires

prepared by evaluating the hotel website from the viewpoint of a prospective customer
or client.
Statistical Treatment of Data
The data gathered from the survey from the hotels in Tagaytay City were
recorded, tabulated, analyzed and interpreted. The study used inferential statistics to be
able to make judgments of the probability that an observed difference between groups
is a dependable one or one that might have happened by chance in this study.
Moreover, inferential statistics helped draw conclusions from the population which were
15 hotels. The statistical treatments of data that used by the researchers were ratio and
Spearman Correlation.

Chapter V
Presentation, Analysis, and Interpretation of Data

20

This chapter includes the presentation, analysis and interpretation of data on the
web presence of the hotels in Tagaytay City.
The study had a sample size of only 15 hotels that were members of
www.hotelclub.com in the vicinity of Tagaytay City that were assessed by the
researchers according to their web presence.
Table 1. Name of Hotel and Total Average
NAME OF THE HOTEL
1. Tagaytay Country Hotel
2. Rivera Hotel
3. Lee Boutique Hotel Tagaytay
4. Alfonso Hotel Tagaytay
5. Nurture Spa Village Tagaytay
6. Tagaytay Econo Hotel
7. One Tagaytay Place Hotel Suites
8. Tagaytay Wingate Manor Hotel
9. Cool Breeze Hotel & Villas Tagaytay
10. Sunrise Holiday Mansions Tagaytay
11. Residence Inn Tagaytay
12. MC Mountain Home Apartelle Tagaytay
13. Days Hotel Tagaytay
14. The Lake Hotel Tagaytay
15. Tagaytay View Park Hotel
* The Average Score is 62.50

NUMBER
OF STARS
3 Star Hotel
3 Star Hotel
3 Star Hotel
2 Star Hotel
3 Star Hotel
3 Star Hotel
3 Star Hotel
3 Star Hotel
1 Star Hotel
3 Star Hotel
2 Star Hotel
2 Star Hotel
3 Star Hotel
3 Star Hotel
3 Star Hotel

Total*
59
56
47
53
71
52
73
83
33
62
41
70
90
87
78

Below Average
Below Average
Below Average
Below Average
Above Average
Below Average
Above Average
Above Average
Below Average
Below Average
Below Average
Above Average
Above Average
Above Average
Above Average

Table 1 presents the score of each hotel on the assessment web presence
wherein, the average score is 62.50. Nurture Spa Village Tagaytay, One Tagaytay Place
Hotel Suites, Tagaytay Wingate Manor Hotel, MC Mountain Home Apartelle Tagaytay,
Days Hotel Tagaytay, The Lake Hotel Tagaytay and Tagaytay View Park Hotel have
score above 62.50 which indicates that these hotels have high level of web presence.
By observing these hotels, 6 out 7 are 3 star hotels.
One the other hand, Tagaytay Country Hotel, Rivera Hotel, Lee Boutique Hotel
Tagaytay, Alfonso Hotel Tagaytay, Tagaytay Econo Hotel, Cool Breeze Hotel & Villas
21

Tagaytay, Sunrise Holiday Mansions Tagaytay and Residence Inn Tagaytay are below
average wherein 5 out of 8 are 3 star hotels, 2 out of 8 are 2 star while 1 out of 8 is
classified as 1 star hotel.
Figure 3. Web Presence Assessment

Score
90
80
70
60
50
40
30
20
10
0

90

83
73

71
59

56

47

53

70

62

87

78

52
33

41

Figure 3 presents the graphical presentation of the score of each hotel on the
assessment of web presence with their total scores on the questionnaire from the basic
information, presentation of the website, online booking/reservation, payment scheme,
customer service, and user navigation.

Table 2. Significant Relationship

Correlatio
n
Coefficient

Relationshi
p

Degree of
Relationship

Pvalu
e

Verbal
Interpretatio
n
22

Status
and
Score

0.549

Direct

Moderate Degree
of Relationship

0.034

Significant

Table 2 presents the significant relationship between the web presence and hotel
profile. With p-value of 0.034, the researchers would reject the null hypothesis and
therefore conclude that there is significant relationship between the web presence and
hotel profile. Positive Correlation Coefficient suggests that there is direct relationship
between web presence and hotel profile. This means that hotels with high profile have
higher web score than those hotels with low profile. The relationship presents a value of
0.549 (a value within 0.500 to 0.750) which indicates that there is moderate degree of
relationship between the two variables.
Statistics are divided into two categories which are the NONPARAMETRIC
STATISTICS (Mann Whitney U, Spearman, Kruskall etc..) and PARAMETRIC
STATISTICS (T-test, Pearson, ANOVA). The two vary on computation depending on the
sample size. If the sample size is above 30, parametric statistics is used, and if it is
below 30, nonparametrics statistics is used. For the researchers to answer the third
question in the statement of the problem, Spearman Rho () Correlation Coefficient was
used with a counterpart on parametrics statistics as Pearson Correlation because it is
more suitable and provides less error for a small sample size. The formula for
Spearman correlation is as follows:

6 d 2

n n 2 1

Where:
23

n isthenumberofpairedranks
d isthedifferencebetweenthepairedranks

Once the correlation is computed, the degree of correlation will be as analysed

as follows:

If the computed correlation is positive, it is concluded that the relationship

between the dependent and independent variables are direct. This means that as long
as the independent variable increases, the dependent variable also increases. However,
if the computed correlation is negative, it is concluded that the relationship between the
dependent and independent variables are inverse. This means that as long as the
independent variable increases, the dependent variable decreases.
Table 3. Score ranges of the levels of the web presence of the hotels
Level of Web Presence
Low Level
Medium Level
High Level

Score Range
1-62.49
62.50
62.51-125
24

The following numerical figures presented in the table above were just score
ranges made by the researchers from the total score of the assessment questionnaire
to identify the levels of web presence of each hotel. The low level has a score range of
1 to 62.49. The medium level is the average score of the hotels shown in Table 1. The
high level ranges from 62.51 to 125.

Chapter VI
Summary, Conclusions, and Recommendations
This chapter discusses the summary of results, the conclusions drawn from the
findings, and the recommendations based on the findings and conclusions.
SUMMARY

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Application of technology in business operations increasingly became popular

nowadays. Speed, security of data, high-end advertisement, and cost effective, these
are just a few benefits information and communications technology promises to offer.
The researchers aimed to determine the impact of web presence in the hotel industry by
knowing the different kinds of web presence existing in the hotels, the levels of web
presence used by the hotels, and determining

if there is a possible relationship

between the web presence and profiles of the hotel. The researchers focused on hotel
and hospitality industry, taking 15 hotels ranging from 1 to 3 stars that are member and
included in the official list of hotel club of Tagaytay City as the subject of the study.
The researchers used independent and dependent variables for the conceptual
framework that will measure the impact and relationship of web presence in the hotel
industry in Tagaytay City. The independent variables listed are the company profile of
the hotels including the different kinds of web presence used by the company. From the
independent variable, the dependent variable were derived such as the levels of web
presence that already exists on the said hotels if they only vary from the low level up to
the high level that uses online reservations or payment with the set values by the
researchers in relation to the assessment made. The independent variables and
dependent variables are in some way related to each other for the reason that the
connection in which levels of web presence are derived from the different kinds of online
technology the hotels use.
The researchers answered the problem through descriptive research design
because the study mainly involves observations of the information and communication
technology adapted by the hotels. The researchers assessed and evaluated each of the
26

hotels through personal navigation and exploration of the websites and answering
closed ended/ closed form, open ended questions, and rating scale questions in the
viewpoint of an ordinary client or customer.
After the gathering of data, the researchers found out 62.50 as the average
score, setting this value as the basis for the study. A score of 62.51 and above indicates
that they have high level of web presence, while the hotels that will get a score of below
62.50 indicate that they have a low level of web presence. Nurture Spa Village
Tagaytay, One Tagaytay Place Hotel Suites, Tagaytay Wingate Manor Hotel, MC
Mountain Home Apartelle Tagaytay, Days Hotel Tagaytay, The Lake Hotel Tagaytay and
Tagaytay View Park Hotel have score above 62.50 which is a clear indication that these
hotels have high level of web presence. By observing these hotels, 6 out 7 are 3 star
hotels. One the other hand, Tagaytay Country Hotel, Rivera Hotel, Lee Boutique Hotel
Tagaytay, Alfonso Hotel Tagaytay, Tagaytay Econo Hotel, Cool Breeze Hotel & Villas
Tagaytay, Sunrise Holiday Mansions Tagaytay and Residence Inn Tagaytay are below
average wherein 5 out of 8 are 3 star hotels, 2 out of 8 are 2 star while 1 out of 8 is
classified as 1 star hotel.
In determining if there is a significant relationship between the web presence and
hotel profile, the researchers would reject the null hypothesis and therefore conclude
that there is significant relationship between the web presence and hotel profile with a
p-value of 0.034. Positive Correlation Coefficient recommends that there is direct
relationship between web presence and hotel profile. This clearly means that hotels with
high profile have higher web score than those hotels with low profile. The relationship

27

presents a value of 0.549 (a value within 0.500 to 0.750) which indicates that there is
moderate degree of relationship between the two variables.
If the computed correlation is positive, it is concluded that the relationship
between the dependent and independent variables are direct. If we put it into graphical
form two variables goes on the same direction. This means that as long as the
independent variable increases, the dependent variable also increases. However, if the
computed correlation is negative, the two variables goes into opposite direction it is
concluded that the relationship between the dependent and independent variables are
inverse which means that as long as the independent variable increases, the dependent
variable decreases.
CONCLUSION
The research reported in this study deals with the web presence of the hotel
companies in Tagaytay City. The researchers set ranges to determine the level of web
presence in hotels 1 to 62.49 for low level, 62.5 for medium level, and 62.51 to 125 for
high level web presence. After assessing the companies Internet web sites, the results
of the study confirmed the positive correlation, but not very strong, between the hotel
companies and their web bases. It means that the significant relationship between
hotels and their web presence depends on their status in the industry. Accordingly,
hotels with higher profile tend to have a better web presence than those with low
profiles. Through this analysis, hotel companies will develop some marketing concepts
to be able to be competitive in the industry. It can be concluded that the hotel
companies have a big opportunity to gain new customers if they develop their web
presence effectively and efficiently.
28

RECOMMENDATIONS
Based from the results and conclusions drawn from the study, the following are
recommended:
1. It is recommended that the hotels maintain and always utilize their website with
fast replies and more video and graphical presentation or add audio information
for more enticing features when the future clients browse it.
2. It is recommended that the hotels and their online based technology have a
frequently asked questions tab to answer the immediate needs and inquiries of
the clients rather than waiting for the front desk or computer specialist to reply.
3. It is also recommended that the hotel websites and online based technology
display the payment scheme along with the online reservations, rates, and prices
instead of showing it when the customer confirmed the reservation so that
prospective clients will easily know the modes of payment that they can choose
to.
4. It is recommended that the two stars and one star hotels assessed in this study
develop and create their own company website with emphasis on own online
booking or reservation tab and advertisement to be able to have more client
population in the future and more profit.
5. It is recommended that further study and assessment be made by other
researchers that will cover all the hotels in Tagaytay City with more variables to
consider being able to derive more accurate results.

29

30

APPENDICES
APPENDIX A: Assessment Questionnaire
APPENDIX B: Tally of Data Gathered
APPENDIX C: List of Hotels
APPENDIX D: Printscreen Shots of some Hotel Websites
APPENDIX E: Questionnaires Answered

APPENDIX A- ASSESSMENT QUESTIONNAIRE

Assessment Questionnaire:
Name of the company: ___________________________________________________
Stars: ________________________________________________________________
Address: ______________________________________________________________
31

Part I. Company Profile

Instruction: Please read each statement carefully and put a check mark () to the given
choices and answer directly to the questions that need definite information.
1. Does the business use online based technology?
o YES
o NO
2. If yes, what particular online based technology does the business use? (You can
select more than one)
o Social Networking sites (Please specify: __________________________)
o Company website
o Hosting site
o Others (Please specify: _______________________________________)
Part II. Levels of web presence
Please indicate whether the hotels web site or online based technology used is
designed for the following activities. Please put a check mark () under the values for
the issues listed below (0= not observed, 1=poor, 2=needs improvement, 3=satisfactory,
4=excellent, 5=outstanding).
A. BASIC INFORMATION

1) Provides information on the prices of rooms, facilities

and other services offered
2) Provides contact information on the website
3) Provides site or location map of the hotels address for
prospective customers
4) Provides different tabs that will answer and cater
customers inquiries
5) Provides information or description about the hotels
32

structure, facilities, and services offered

B. PRESENTATION OF THE WEBSITE

1) Video presentation of the website

2) Pictures of hotel rooms and facilities
3) Audio quality of the website
4) Customization of product information for clients
5) Design of the website (i.e moving objects, slideshows,
decorative interface)
C. ONLINE BOOKING/RESERVATION
1) Uses fax, telephone, or mobile for book requests
2) Uses electronic mail (e-mail) for book requests
3) Uses a special website tab or icon made exclusively for
online reservation
D. PAYMENT SCHEME
1) Secured online payment facility
2) Provides a selection of payment(i.e. cash, credit card,
bank transfer, etc.)
E. CUSTOMER SERVICE
1) Has a frequently asked questions (FAQ) tab
2) Provides online customer service
3) Provides chat rooms or a messaging tab for customers
concerns
4) Provides online community for customers
5) Gathers feedback from customers in the form of online
surveys, polls, suggestions and questionnaires
33

6) Provides a privacy policy for the clients security when

collecting information online
F. USER NAVIGATION

1) All links (internal and external) are valid and active

2) Speed of the website
3) Free from server side errors
4) Indication on clickable items

APPENDIX B- TALLY OF DATA GATHERED

PART I: COMPANY PROFILE
Tagaytay Econo Hotel- company website, hosting site
One Tagaytay Place Hotel Suites- social networking site, company website, hosting
site
Tagaytay Wingate Manor Hotel- social networking site, company website, hosting
site
34

Cool Breeze Hotel & Villas Tagaytay- social networking site, company website,
hosting site
Sunrise Holiday Mansions Tagaytay- social networking site, company website,
hosting site
Residence Inn Tagaytay- Hosting site
MC Mountain Home Apartelle Tagaytay- social networking site, company website,
hosting site
Days Hotel Tagaytay- social networking site, company website, hosting site
The Lake Hotel Tagaytay- social networking site, company website, hosting site
Tagaytay View Park Hotel- social networking site, company website, hosting site
Tagaytay country hotel social networking site, company website, hosting site
Rivera Hotel social networking site, company website, hosting site
Lee Boutique Hotel social networking site, company website, hosting site
Alfonso Hotel social networking site, company website, hosting site
Nurture Spa Hotel social networking site, company website, hosting site
PART II: Levels of web presence
NAME OF THE
HOTEL

A
(25)

B
(25)

C
(15)

D
(10)

F
(20)

NUMBER
OF STARS

Total

E
(30
)
5

1. Tagaytay
Country
Hotel
2. Rivera Hotel
3. Lee Boutique
Hotel
Tagaytay
4. Alfonso
Hotel
Tagaytay
5. Nurture Spa
Village
Tagaytay
6. Tagaytay
Econo Hotel
7. One
Tagaytay
Place Hotel
Suites

20

13

16

Three (3)

59

13
10

3
9

14
9

6
0

2
2

18
17

Three (3)
Three (3)

56
47

17

13

16

Two (2)

53

19

14

13

18

Three (3)

71

15

17

Three (3)

52

18

11

10

10

17

Three (3)

73

8. Tagaytay
Wingate
Manor Hotel

22

14

15

13

16

Three (3)

83

35

9. Cool Breeze
Hotel &
Villas
Tagaytay

13

11

One (1)

33

10. Sunrise
Holiday
Mansions
Tagaytay

21

13

10

16

Three (3)

62

11. Residence
Inn Tagaytay
12. MC
Mountain
Home
Apartelle
Tagaytay
13. Days Hotel
Tagaytay
14. The Lake
Hotel
Tagaytay
15. Tagaytay
View Park
Hotel

18

Two (2)

41

23

14

10

19

Two (2)

70

18

20

15

20

17

Three (3)

90

24

14

15

16

18

Three (3)

87

24

14

10

17

13

Three (3)

78

APPENDIX C- LIST OF HOTELS

Lists of hotels in Tagaytay
(http://www.hotelclub.com/Philippines/Tagaytay-City-hotels/List-of-Hotels/)
36

Alfonso Hotel Tagaytay

Estancia Resort Hotel Tagaytay
Lee boutique Hotel Tagaytay CityNurture Spa Village TagaytayRivera Hotel Tagaytay
Tagaytay Country Hotel
Tagaytay Wingate Manor Hotel
Cool Breeze Hotel & Villas Tagaytay
Grand Quartier Resort Suites
Magallanes Square Hotel Tagaytay City -

One Tagaytay Place Hotel Suites

Sunrise Holiday Mansions Tagaytay
Tagaytay Econo Hotel
The Inn at Cliffhouse Tagaytay
Days Hotel Tagaytay
Hotel Kimberly Tagaytay
MC Mountain Home Apartelle tagaytay
Residence Inn Tagaytay
Taal Vista Hotel Tagaytay
Tagaytay View Park Hotel
The Lake Hotel Tagaytay

APPENDIX D- Printscreen Shots of some Hotel Websites

37

One Tagaytay Place Hotel Website

Tagaytay Wingate Manor Hotel Website

38

Tagaytay Econo Inn Website

39

APPENDIX E- Questionnaires Answered

40

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