FACTORS AFFECTING THE GUEST'S SATISFACTION IN THE SITE BEACH BAR: BASIS FOR PROPOSED PLAN AND ACTION ENHANCEMENT

Abstract

The purpose of this study is to evaluate customer satisfaction and enhance the competitiveness of The Site Beach Bar in the bleisure travel market. Additionally, the study aims to assess the impact of the bar's existing features located in Brgy. Lingsat Catalan Compound, San Fernando City, La Union. By analyzing customer feedback, the study seeks to identify areas for improvement and provide recommendations to strengthen the bar’s position in the evolving bleisure tourism industry. The study used a quantitative research method and selected a total of 100 participants from The Site Beach Bar in Brgy. Lingsat Catalan Compound, San Fernando City, La Union. The sample consisted of 25 staff members and 75 guests, allowing for a thorough evaluation of customer satisfaction and the bar's competitiveness in the bleisure travel market. The results of this study indicate that factors influencing guest satisfaction, such as completeness, expectations, accessibility, responsiveness, and overall customer satisfaction, were rated as "very satisfied" by the participants. When analyzing the differences in guest satisfaction based on demographic profiles, age and frequency of visit were found to have no significant impact, while gender and civil status showed a significant difference. Furthermore, a significant relationship was found between the factors affecting guest satisfaction.  To further enhance guest satisfaction, the study recommends a plan of action that focuses on improving customer service and staff knowledge, upgrading resort facilities (including enhanced Wi-Fi and equipment for water activities), and improving transportation services to facilitate easier access to the resort from the main road. These measures are suggested to elevate the guest experience at The Site Beach Bar and its beachfront area. This study recommends that the management of the beach bar consistently strive to exceed guest expectations to improve the overall resort experience. Additionally, it suggests strengthening connections with the local community by engaging them in beach bar events, supporting local initiatives, and fostering collaborations to create a more welcoming and inclusive atmosphere.  Furthermore, sharing insights with researchers will contribute to the body of knowledge in hospitality management and encourage continued research for ongoing improvements. Finally, the study provides valuable recommendations for future research in hospitality management, offering guidance to researchers aiming to enhance the quality and competitiveness of beach bars.