Jhun Victor R. Quebral (Author)

Abstract

Tourist accommodation is one of the tourism industry segments that provide temporary comfort and shelter to guests and provides visitors with the opportunity to stay for a length of time to enjoy the locality and its amenities, services, and attractions, while their spending contributes to the local economy. This study examines the mediating role of technology adoption in the relationship between tourism marketing strategies and business performance among accommodation operators in the Caraga Region, Philippines. Using a correlational quantitative research design, the study surveyed 135 respondents through a structured questionnaire. The findings revealed that tourism marketing strategies were generally weak, particularly in areas of pricing, accessibility, and promotion. While digital transaction security showed positive attributes, technology adoption remained low due to integration and usability challenges. The findings reveal that business performance among respondents is generally weak, driven by low occupancy rates, limited revenue growth, poor customer satisfaction, and operational inefficiencies. Statistical analysis demonstrated that tourism marketing strategies had a modest but significant impact on business performance. Technology adoption emerged as a critical mediating factor, substantially enhancing the relationship between marketing strategies and overall business outcomes. The mediation analysis confirmed that technology adoption significantly amplifies the effectiveness of marketing efforts. The research underscores the critical importance of strategic technology integration in tourism marketing. By addressing technological adoption gaps and refining marketing approaches, accommodation operators in the Caraga Region can potentially improve their competitive positioning and business performance.

Keywords: digital transformation, tourism marketing, technology adoption, business performance, hospitality industry, customer relationship management

DOI: http://doi.org/10.69651/PIJHSS0404501

Recommended citation:

Quebral, J. V. R. (2025). The mediating role of technology adoption in the relationship between tourism marketing strategies and business performance. Pantao (The International Journal of the Humanities and Social Sciences) 4 (4), 5405-5415. http://doi.org/10.69651/PIJHSS0404501

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