Smart Technology Green Marketing Practices Towards Brand Image and Customer Satisfaction in Selected Resort Hotels in Bataan

Abstract

This study assessed the influence of smart technology green marketing practices on brand image and customer satisfaction in selected Department of Tourism (DOT)-accredited resort hotels in Bataan, Philippines. Adopting a quantitative research design, the study surveyed 130 purposively selected respondents, including both customers and managerial staff. A structured questionnaire was developed, validated by subject matter experts, and pilot-tested with 30 respondents. The instrument yielded a high internal consistency with a Cronbach’s alpha of 0.8961, confirming its reliability. Descriptive statistics, Analysis of Variance (ANOVA), and Pearson r correlation were utilized to analyze the data. Results show that respondents “strongly agree” with the presence of smart technology green marketing practices across six dimensions—product, price, promotion, place, people, and process—with an overall mean score of 3.64 (SD = 0.562). ANOVA revealed no significant difference in perception based on demographic profiles (p > 0.05), indicating a consistent appreciation for smart technology green marketing practices across all groups. Pearson correlation analysis revealed a statistically significant moderate positive relationship between smart technology green marketing practices and both brand image (r = 0.3623, p < 0.05) and customer satisfaction (r = 0.3368, p < 0.05). These findings suggest that integrating smart technologies with eco-friendly initiatives positively influences consumer perceptions and satisfaction. The study concludes that sustainable innovation is essential for competitive positioning in the hospitality sector and recommends further investment in smart green technologies to strengthen brand loyalty and environmental responsibility.