Marketability, Service Quality, And Sustainability of Recreation Tourism Businesses

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@article{1717112,
      author = {Myra P. Paradero, Anelyn A. Janaban, DM},
      title = {Marketability, Service Quality, And Sustainability of Recreation Tourism Businesses},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {10},
      pages = {3732-3752},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1717112.pdf},
      abstract = {This study examined the marketability, service quality, and sustainability of recreation tourism businesses in the province of Iloilo, Philippines, for the year 2024. A total of 143 purposively selected business owners participated, representing diverse age groups, educational attainment, ownership types, years of operation, and congressional districts. A validated and pilot-tested instrument was used to collect data, and a descriptive correlational design was employed utilizing frequency counts, percentages, the Mann–Whitney U Test, Kruskal–Wallis H Test, and Spearman’s rho at a 0.05 level of significance. Findings revealed that recreation tourism businesses were consistently rated Very High in marketability and service quality, while sustainability received a high rating. Significant differences in marketability and service quality were observed across educational attainment, years of operation, type of ownership, and district, but not by age. Sustainability showed significant differences by years of operation, ownership type, and district, while no significant differences were found by age or educational attainment. Correlation analysis confirmed significant relationships among marketability, service quality, and sustainability, indicating that improvements in one dimension reinforced positive outcomes in the others. The study found that recreation tourism in Iloilo is highly competitive, demonstrating strong marketability and service quality. While sustainability practices are present, areas such as energy efficiency, food waste management, and responsiveness still need improvement.},
      keywords = {Marketability, Service Quality, Sustainability, Recreation Tourism Businesses},
      month = {April},
      doi = {https://doi.org/10.64388/IREV9I10-1717112}
  }