Beach resort guest satisfaction and loyalty in Dinagat Islands, Philippines

J. Bio. & Env. Sci. 20 23 85 | Dayoc et al. RE RERE RESEARCH SEARCHSEARCH SEARCH PAPER PAPERPAPER PAPER OPEN ACCESS OPEN ACCESSOPEN ACCESS OPEN ACCESS Beach resort guest satisfaction and loyalty in Dinagat Islands, Philippines Aiza Q . Dayoc, Cynthia D . Sanico * , Mary Jean C . Gipala Surigao del Norte State University , Caraga, Philippines Article published on September 10, 2023 Key words: Guest loyalty, Beach resorts, Guest satisfaction Abstract The study assessed the guest loyalty and satisfaction of Beach resorts in Dinagat Islands, Philippines. The study made use of descriptive method and utilized an adapted questionnaire which was distributed among 200 clients of the top 8 most visited beach resorts in Dinagat Islands based on the data provided by the Department of Tourism 2021. In order to interpret the data gathered, statistical tools were used such as percentage and frequency, KruskalWallis Test, Mann Whitney Test and Spearman Rho Correlation. Majority of the guests visiting beach resorts in Dinagat Islands were within 23-33 years old, single and female. The respondents were satisfied with the services of selected beach resorts for they assessed that the timeliness, completeness, courtesy, consistency, accessibility, accuracy, convenience, expectation, customer service, personal relationship and rewards. * Corresponding Author: D. Sanico  [email protected] Journal of Biodiversity and Environmental Sciences (JBES) ISSN: 2220-6663 (Print) 2222-3045 (Online) Vol. 23, No. 3, p. 85-100, 2023 http://www.innspub.net J. Bio. & Env. Sci. 20 23 86 | Dayoc et al. Introduction The satisfactions of guests are crucial factors in determining their success. In the case of newly established beach resorts, prioritizing the guests and their needs over profit is paramount. The key to achieving success in the industry lies in providing excellent service and products that satisfy the guests' requirements. Contemporary beach resorts are aware of the importance of guest satisfaction for their business to thrive. Typically, guests are people who patronize businesses that fulfill their desires and requirements. They opt to buy particular goods or utilize services that they consider worthwhile in exchange for their money. Consequently, It is crucial for beach resorts to provide top-notch service that matches the expectations of their guests (Khadka & Maharjan, 2017). Guest loyalty holds significant importance for the success of beach resorts. To foster guest loyalty, beach resorts should prioritize providing exceptional service that satisfies their guests. Offering quality products at affordable prices and delivering excellent service are effective methods to engender guest loyalty. Additionally, providing loyalty cards, rewards, free merchandise, and coupons can encourage guests to revisit and make repeat purchases (Customer loyalty in business, 2018). Guest satisfaction is the top priority for beach resorts in Dinagat Islands. Known for its pristine white sand beaches, Dinagat Islands attracts numerous tourists. This study aims to evaluate several beach resorts in Dinagat Islands, including Jelmars, Bababu Beach, AO Beach, RSG Compe, Duyos Beach, Pagkawasan Beach , Bitaog Beach and Lutas Beach to impel the level of customers satisfaction and loyalty. The researchers seek to identify areas for improvement that would help retain guests, considering that Dinagat Islands is a renowned tourist destination in Mindanao, despite its remote location and limited accessibility. Statement of the problem This study aims to assess the satisfaction and guest loyalty of Beach Resorts in Dinagat Islands. 1. Examine the data related to the guests, which encompasses their age, gender, marital status, and frequency of visits. 2. Evaluate guest satisfaction by ensuring timeliness, thoroughness, politeness, reliability, availability, precision, and responsiveness. 3. Identify the factors that influence guest loyalty towards the resorts, including convenience, expectations, guest service, personal relationships, and rewards. 4. Conduct analysis to determine if there are significant variations in fulfilment and loyalty when the guests are grouped based on their profile variables. 5. Examine the presence of relationship between fulfilment and loyalty of guest using appropriate statistical tests if it is significant or not. By conducting this study, the researchers aim to understand the factors influencing guests' decisions not to return or repurchase at beach resorts in Dinagat Islands, despite potential obstacles. Material and method Research Design The study used descriptive method to present the data. A type of research where information is gathered without manipulating anything. In other words, it is a study that is not experimental. It answers the questions who, what, when, and where. Descriptive research is performed simply to attempt to identify or describe what is. Researchers that use this type of research simply observe a situation and draw conclusion from it. This is performing by observing a certain behavior for an amount of time. It can range from a survey which describes the status quo, a correlation study which looks for relationships between variables, and developmental studies that look for changes that happened overtime (Reid, 2018). Research Respondents The respondents of the study will be the guests from top 8 most visited beach resorts in Dinagat Islands based on the data provided by the Department of Tourism 2021. There were respondents from each beach resort which includes Jelmars, Bababu Beach, AO Beach, RSG Compe, Duyos Beach, Pagkawasan Beach , Bitaog Beach and Lutas Beach. J. Bio. & Env. Sci. 20 23 87 | Dayoc et al. Research Instrument The researchers will utilize an adapted questionnaire based on Guinto et al. (2016) study titled "Guest Satisfaction and Guest Loyalty of Selected Hotels in Batangas" to collect data for their own study. The questionnaire includes three sections: Demographic profile: Gathering information on respondents' age, gender, civil status, and visit frequency. Factors affecting guest satisfaction: Examining service quality dimensions such as timeliness, completeness, courtesy, consistency, accessibility, accuracy, and responsiveness. Factors influencing guest loyalty: Investigating convenience, expectations, guest service, personal relationships, and rewards. Validity To test the validity of the study it was subjected to scrutiny of the following experts namely: the research adviser, statistician and English teacher. Reliability The study was conducted on the actual areas of beach resorts in Dinagat Islands. Research Gathering Procedure The researchers will make a letter for the approval of conducting the research to the Department of Tourism in Dinagat Islands. The researchers will also give a letter to the top 8 most visited beach resorts in Dinagat Islands to ask their permission and consent so that the researchers can proceed to the distribution of the questionnaires to their guests. The data collected and gathered will be analyze by the statistician. Data analysis Data will be tallied, encoded and analyzed using different statistical tools such as: Frequency Count and Percentage These tools are used to describe the profile variables of the guests in terms of age, gender, civil status, and frequency of visit. Mean and SD These tools are used to assess and interpret the customers satisfaction using the dimensions of quality service such as timeliness, completeness, courtesy, consistency, accessibility, accuracy, and responsiveness; also, determine the extent of the factors that affect guest loyalty to the resorts in terms of convenience, expectation, guest service, personal relationships and rewards. Kruskal-Wallis Test This is a non-parametric test used to investigate the important variation on satisfaction and loyalty when grouped according to their profile variables such as Beach Resorts, Frequency of Visits, and Age. Mann Whitney Test This is a non-parametric test used to analyze the significant variation on satisfaction and loyalty when grouped according to their profile variables such as status and sex. Spearman Rho Correlation This tool is a distribution free test used to examine if a significant relationship exists between the guests’ satisfaction and loyalty. Results and discussions Table 1. Demographic profile of the respondents. Variables Frequency (n=200) Percentage (%) Age 12-22 years old 23-33 years old 34-44 years old 45-55 years old 42 93 53 12 21.0 46.5 26.5 6.0 Gender Male Female 64 136 32.0 68.0 Civil Status Single Married 135 65 67.5 32.5 Frequency of Visit 1 2 3 4 5 23 46 48 57 26 11.5 23.0 24.0 28.5 13.0 The study revealed interesting findings regarding the profile of the respondents. The guests visiting the beach resorts in Dinagat Islands fall within group of 23-33 years old, accounting for 46.5% of the respondents. This indicates that young adults in the active age group are the primary visitors seeking adventure and nature experiences. J. Bio. & Env. Sci. 20 23 88 | Dayoc et al. The second-largest age group is 34-44 years old, comprising 26.5% of the respondents. Younger guests, aged 12-22 years old, accounted for 21.0% of the respondents, while those aged 45-55 years and above constituted the smallest proportion, with only 6.0%. In (2018) asserts that millennials, commonly referred to as young people, have a preference for spending their money on travel and exploring nature-based tourism. This inclination arises from their limited exposure to natural environments during their upbringing, as they were heavily immersed in digital technology. Consequently, these individuals are increasingly seeking opportunities to engage with the natural world. To cater to this demand, a growing number of tourist attractions are strategically incorporating natural settings, such as beaches and equestrian activities, to ensure that young travelers can fully appreciate and enjoy nature. The study also found that the majority of respondents were female, making up 68.0% of the participants, compared to 32.0% male respondents. According to Sanchez (2018) more females are actively participating in beach resort activities and embracing nature tourism. The changing behavior and increased interest of females in enjoying coastal areas and water-based activities, such as kayaking and water skiing, are attributed to societal shifts and increased opportunities for women to engage in such activities. The study found that single visitor constituted the majority, accounting for 67.5% of the respondents, while married guests made up 32.5%. This implies that single individuals have more flexibility and freedom to visit beach resorts at their convenience. Dawson (2017) proved that singles tend to have a greater interest in travel and exploring different natural environments, as they are not restricted by familial responsibilities. Regarding the frequency of visits, the highest number of respondents had visited the beach resorts for the fourth time, comprising 28.5% of the participants. The second and third most common visit frequencies were the third and second time, with 24.0% and 23.0% respectively. The fifth visit frequency accounted for 13.0%, and the first-time visitors represented the smallest proportion, with 11.5%. These findings suggest that the majority of respondents had returned to the beach resorts after their initial visit, indicating a positive experience and a desire to revisit the natural beauty and attractions of Dinagat Islands' beaches. The captivating white sand and scenic beauty of the beaches contribute to their appeal and play a significant role in attracting repeat visitors. Overall, the study's demographic findings provide valuable insights into the preferences and behaviors of guests visiting beach resorts in Dinagat Islands. Table 2. Level of Guest Satisfaction in terms of Timeliness. Statement Mean SD Verbal Interpretation 1. The staff promptly and efficiently serves the guests 2.07 0.74 Fair 2. Front desk agents provide reasonable waiting times for each transaction. 1.69 0.61 Poor 3. Staff members inform the guests about the time allocation for service provision. 1.71 0.62 Poor 4. The staff responds to customer demands in a timely manner. 3.56 1.03 Very Good 5. The food is served within the designated time frame. 1.92 0.74 Fair Average 2.19 0.38 Fair Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor Table 2 illustrates the components influencing guest satisfaction, specifically in terms of timeliness. The average mean score of 2.19 indicates that the respondents' assessment was fair. Among the factors, the staff's responsiveness to customer demands in a timely manner received a very good rating with mean of 3.56 (SD= 1.03). However, Item 1, with a mean score of 2.07 (SD= 0.74), and Item 5, with mean of 1.92 (SD= 0.74), were both rated as fair. The remaining items, such as Item 2 and Item 3, were rated as poor. J. Bio. & Env. Sci. 20 23 89 | Dayoc et al. According to Craig (2017), one way to ensure timely service delivery is by expanding the number of personnel available to attend to customer needs. Customers are contented when services are provided within the timeframe, and they are even happier when they don't have to wait for an extended period. By focusing on improving timeliness and addressing the areas rated as fair or poor, beach resorts can enhance guest satisfaction and ensure that services are delivered promptly. This could involve streamlining processes, optimizing staff allocation, and providing necessary training to improve service efficiency and meet customer expectations. Table 3. Level of guest satisfaction in terms of completeness Statement Mean SD Verbal Interpretation 1. The beach resort ensures that accurate and comprehensive information is provided regarding their services. 3.54 1.18 Good 2. The beach resort provides guests with satisfactory amenities, including toiletries, a coffee and tea setup, and other essential guest needs. 2.02 0.75 Fair 3. Reserved rooms at the beach resort are thoroughly prepared and equipped with all the necessary amenities. 3.55 1.08 Very Good 4. The beach resort maintains a high standard of service quality. 2.90 0.97 Good 5. The beach resort offers various facilities such as dining rooms, meeting rooms, a swimming pool, and a business center. 3.77 1.23 Very Good Average 3.15 0.73 Good Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor Table 3 displays the overall assessment of respondents regarding the factors influencing guest satisfaction in terms of completeness. The mean score of 3.15 (SD=0.73) indicates that the beach resorts are rated as good in providing services related to the completeness of their offerings. Item 3 and Item 5 received a verbal interpretation of very good, suggesting that respondents highly agreed with statements such as the beach resort providing a wide range of facilities and services. Item 1 and Item 4 received a verbal interpretation of good, indicating that respondents agreed with statements related to the beach resort's ability to meet their needs and preferences. On the other hand, the statement about the beach resort providing complete amenities to guests, such as toiletries, coffee and tea set-up, and other basic needs, received the lowest mean score of 2.02 (SD=0.75), with a verbal interpretation of fair. Tola, Abebe, Gebremariam, and Jikamo (2017) emphasized the importance of considering the completeness of facilities for service providers in the industry. By accommodating clients at an optimal level and ensuring their needs are met, beach resorts can enhance guest satisfaction and motivate them to return. To improve guest satisfaction in terms of completeness, beach resorts can focus on enhancing the availability and quality of amenities and facilities provided to guests. This may involve conducting regular checks to ensure all necessary items are available, addressing any shortcomings or gaps in the offerings, and continuously striving to exceed guest expectations in terms of completeness and convenience. Table 4. Level of Guest Satisfaction in terms of Courtesy. Statement Mean SD Verbal Interpretation 1. The staff warmly greets the guests with joy and enthusiasm. 3.45 1.21 Very Good 2. The staff willingly offers assistance to their guests. 2.33 1.02 Fair 3. The staff demonstrates respect towards the guests by effectively addressing their requests and concerns. 2.84 0.97 Good 4. The staff respects the privacy of the guests. 3.87 1.06 Very Good 5. The staff welcomes and responds to inquiries from the guests. 3.86 2.32 Very Good Average 3.27 0.75 Good Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.503.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor Table 4 presents the factors influencing guest satisfaction in terms of courtesy, with an overall assessment from respondents rated as good, with a mean score of 3.27 (SD=0.75). J. Bio. & Env. Sci. 20 23 90 | Dayoc et al. The table shows that staff respecting guests' privacy received the highest mean score of 3.87 (SD=1.06), followed closely by staff welcoming inquiries from guests with a mean score of 3.86 (SD=2.32), and staff greeting guests joyfully with a mean score of 3.45 (SD=1.21). All three factors were rated as very good in terms of verbal interpretation. On the other hand, item 3, which is not specified, received a mean score of 2.84 (SD=0.97) with a verbal interpretation of good. The lowest mean score was for item 2, with a mean of 2.33 (SD=1.02) and a verbal interpretation of fair. Courtesy is an essential aspect of communication that contributes to positive interactions and guest satisfaction. By respecting guests' privacy, welcoming their inquiries, and greeting them joyfully, staff members create a comfortable and satisfying experience for guests. A sincere greeting can make guests feel valued and appreciated, fostering a desire to return to the beach resort (RetailWise USA, 2017). Table 5. Level of Guest Satisfaction in terms of Consistency. Statement Mean SD Verbal Interpretation 1. All staff offer exemplified service. 1.93 0.79 Fair 2. The staff at the beach resort adheres to the uniform standards set by the resort. 1.49 0.67 Poor 3. The allocation of time in providing services is consistent. 1.80 0.80 Fair 4. The staff prioritizes the safety of their guests throughout their stay. 3.45 1.26 Very Good 5. The front desk agent maintains the same level of passion and enthusiasm consistently throughout the day. 1.50 0.58 Poor Average 2.03 0.45 Fair Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.503.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor. To further enhance guest satisfaction in terms of courtesy, beach resorts can focus on training their staff members to consistently exhibit respectful and friendly behaviors. This includes emphasizing the importance of privacy, providing prompt and helpful responses to guest inquiries, and ensuring that all staff members are trained in effective communication and customer service skills. By prioritizing courtesy, beach resorts can create a positive and welcoming environment that encourages guest satisfaction and loyalty. Table 5 presents the overall assessment of respondents on the factors affecting guest satisfaction in terms of consistency. The table shows that the overall assessment was rated as fair, with an average mean of 2.03 (SD=0.45).Among the specific items, item 1 and item 3 received a verbal interpretation of fair, while item 2 and item 5 were rated as poor. The highest mean score in this category was 3.45 (SD=1.26), which indicates a very good rating. Table 6. Level of Guest Satisfaction in terms of Accessibility. Statement Mean SD Verbal Interpretation 1. The beach resort is situated in an area that is not congested with traffic, providing a peaceful and convenient location. 3.51 1.20 Very Good 2. There are transportation options available 24 hours a day for guests traveling to and from the beach resort. 3.27 1.18 Good 3. The beach resort is easily accessible by various modes of transportation, accommodating the needs of different guests. 3.60 1.13 Very Good 4. The beach resort can be easily located or tracked, ensuring that guests can find it without difficulty. 2.76 1.14 Good 5. The location of the beach resort is highly favor able for a peaceful stay, as it is free from noise and public disturbances. 3.90 0.87 Very Good Average 3.41 0.60 Very Good Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor. Mills (2017) emphasized the importance of consistency in the context of gaining customer loyalty. To improve guest satisfaction in terms of consistency, beach resorts should focus on ensuring consistency in their services, amenities, and overall guest experience. This includes providing consistent quality, timely delivery of services, maintaining J. Bio. & Env. Sci. 20 23 91 | Dayoc et al. cleanliness, and meeting guest expectations consistently. Implementing standard operating procedures and training staff members to adhere to these standards can help achieve greater consistency in service delivery. By consistently meeting or exceeding guest expectations, beach resorts can build loyalty and satisfaction among their guests. Table 6 displays the overall assessment of respondents on the factors affecting guest satisfaction in terms of location. The table reveals that the location of the beach resort is favorable for stay, as indicated by the highest mean of 3.90 (SD=0.87). This rating is interpreted as very good. The next highest-rated factors are the accessibility of the beach resort by any modes of transportation, with a mean of 3.60 (SD=1.13), and the location being free from traffic congestion, with a mean of 3.51 (SD=1.20). Both of these factors are also rated as very good.The mean score for the availability of transportation modes to and from the beach resort, being accessible 24 hours, is 3.27 (SD=1.18), which is considered good. On the other hand, the ease of tracking the beach resort, with a mean of 2.76 (SD=1.14), is rated as fair. The location of a beach resort plays a crucial role in guest satisfaction. A favorable location that is free from noise and disturbances contributes to a serene and enjoyable stay for guests (Darcy, Pegg, & Cameron, 2013). Guests appreciate beach resorts that are easily accessible and located in non-congested areas, as these factors enhance convenience and allow them to fully relax and enjoy their stay. To further improve guest satisfaction in terms of location, beach resorts can focus on ensuring easy access to the resort through various modes of transportation and promoting their peaceful and serene environment. Providing clear directions and signage can also help guests easily locate the beach resort. Table 7 presents the overall assessment of respondents on the factors affecting guest satisfaction in terms of accuracy. The table indicates that the accuracy of services and information provided by the beach resorts is rated as very good, with an average mean of 3.03 (SD=0.69). Table 7. Level of Guest Satisfaction in terms of Accuracy. Statement Mean SD Verbal Interpretation 1. The beach resort ensures that the information about its services and prices on the website is regularly updated. 1.78 0.68 Poor 2. The quality of food remains consistent between what is listed on the menu and how it is served. 2.31 0.93 Fair 3. The billing process for guests is updated every other day without any discrepancies. 3.86 1.30 Very Good 4. The front desk agent consistently performs the service accurately and without errors for firsttime guests. 3.52 1.27 Very Good 5. The tarpaulins and advertisements both inside and outside the beach resort are accurately presented and effectively convey the intended message. 3.67 1.23 Very Good Average 3.03 0.69 Good Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor. The factor that received the highest mean score is "billing of guests is updated every other day without discrepancies" with a mean of 3.86, followed by "tarpaulins and ads inside and outside the beach resort are precise" with a mean of 3.67, and "front desk agent performs the service right for the first time (free from error)" with a mean of 3.52. All three factors are rated as very good. On the other hand, the factor "food quality is consistent on the menu and when served" received a mean score of 2.31, indicating a fair rating. The factor "beach resort information about the services and prices on the website is updated" received the lowest mean score of 1.78, indicating a poor rating. Accuracy in service delivery and information provision is a vital aspect of service quality. Providing accurate information and ensuring the accuracy of billing processes enhances customer satisfaction and loyalty (Vershinina, 2017). J. Bio. & Env. Sci. 20 23 92 | Dayoc et al. Guests appreciate when the beach resort delivers services without errors and maintains consistency in their offerings. To improve accuracy and guest satisfaction, beach resorts should focus on maintaining up-to-date information on their website and ensuring the consistency of food quality. Regular monitoring and training can help staff members deliver services accurately and minimize errors in billing and other processes. By prioritizing accuracy, beach resorts can enhance their reputation and attract more customers. Table 8. Level of Guest Satisfaction in terms of Responsiveness. Statement Mean SD Verbal Interpretation 1. The staff promptly fulfils guest requests with willingness. 3.73 1.14 Very Good 2. The staff is attentive to the needs and wants of guests. 3.98 1.12 Very Good 3. The staff offers a variety of options when there is a problem with a transaction. 1.89 0.82 Fair 4. The staff demonstrates the ability to anticipate the needs of guests. 1.57 0.64 Poor 5. The staff's responses to guest requests and concerns are abrupt. 2.11 1.24 Fair Average 2.65 0.50 Good Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor. Table 8 demonstrates the factors affecting guest satisfaction in terms of responsiveness. The table reveals that the beach resorts are rated as good in terms of responsiveness, with a composite mean of 2.65 (SD=0.50). This indicates that the staffs at the beach resorts are prompt and positive in addressing issues that may arise during the provision of services to guests. They strive to resolve any issues quickly to ensure that guests can continue enjoying their stay. The factor "staff is attentive when it comes to guest needs and wants" received the highest mean score of 3.98, indicating a very good rating. This is followed by "staff's willingness to promptly fulfill guest requests" with a mean of 3.73, also rated as very good. On the other hand, item 3 and item 5 both received a fair rating, while the factor "staff has the ability to anticipate guest's needs" received the lowest mean score of 1.57, indicating a poor rating. Being responsive to customer needs and requests is crucial for achieving guest satisfaction and ensuring the efficient operation of any organization (Morgan, 2017). When guests feel that the staffs are attentive and responsive to their needs, it enhances their overall satisfaction because they feel valued and prioritized. Table 9. Level of Guest Loyalty in terms of Convenience. Statement Mean SD Verbal Interpretation 1. The layout of the beach resort facilitates ease of navigation for guests to find what they need. 1.96 0.75 Fair 2. The structure of the beach resort allows guests to move around without difficulty. 2.62 1.63 Good 3. The operating hours of the beach resort facilities are convenient for the guests. 2.79 1.05 Good 4. The reservation process for the beach resort facilities is easily accessible. 2.67 0.98 Good 5. The beach resort provides convenient facilities for disabled guests, ensuring necessary arrangements are made for their needs. 2.19 0.85 Fair Average 2.44 0.53 Fair Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor. To further improve responsiveness and guest satisfaction, beach resorts should focus on training their staff to be more proactive in anticipating guest needs. Additionally, maintaining a culture of attentiveness and promptness in fulfilling guest requests can contribute to a positive guest experience. By continuously striving to be responsive, beach J. Bio. & Env. Sci. 20 23 93 | Dayoc et al. resorts can create a favorable impression and foster long-term relationships with their guests. Table 9 presented the overall assessment of respondents on the factors affecting guest loyalty in terms of convenience. The table indicates that the convenience factor received a fair rating, with a composite mean of 2.44 (SD=0.53). This suggests that there is room for improvement in terms of providing convenience to guests at the beach resorts.The item "operating hours of beach resort facilities are convenient to the guests" received the highest mean score of 2.79, which is interpreted as good. This is followed by "reservation process for the beach resort facilities can be obtained easily" with a mean of 2.67, also rated as good. However, item 1 and item 5 both received a fair rating. Convenience plays a significant role in marketing services and increasing customer satisfaction and loyalty (Pham et al., 2017). In the service industry, it is essential to ensure that clients find the services provided convenient to maximize their satisfaction and encourage repeat visits. To enhance convenience and guest loyalty, beach resorts can consider extending the operating hours of their facilities to accommodate a wider range of guest schedules. Additionally, streamlining the reservation process and making it easily accessible and user-friendly can contribute to a more convenient experience for guests.By prioritizing convenience and continuously seeking ways to make the guest experience more convenient, beach resorts can improve guest satisfaction and increase the likelihood of guest loyalty and repeat visits. Table 10 presented the overall assessment of respondents on the factors affecting guest loyalty in terms of expectation. The table indicates that the expectation factor received a fair rating, with an average mean of 2.02. This suggests that there is room for improvement in meeting and exceeding the expectations of guests at the beach resorts. The item "cleanliness of the area is well-maintained" received the highest mean score of 3.63, indicating a very good rating. However, the rest of the statements were rated as poor in terms of meeting guest expectations. Table 10. Level of Guest Loyalty in terms of Expectation. Statement Mean SD Verbal Interpretation 1. The staff demonstrates adherence to professional standards of conduct. 1.58 0.66 Poor 2. All staff members are synchronized in providing quality service. 1.64 0.63 Poor 3. The staff is knowledgeable and well - versed about the products and services offered by the beach resort. 1.79 0.72 Poor 4. All staff are well-trained. 1.49 0.60 Poor 5. Cleanliness of the area is well -maintained. 3.63 1.23 Very Good Average 2.02 0.40 Fair Legend: 4.50-5.00= Excellent; 3.50-4.00= Very Good; 2.50-3.49= Good; 1.50-2.49= Fair; 1.00-1.49= Poor Meeting and exceeding customer expectations is crucial for increasing customer loyalty (McCracken, 2018). 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