Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of literatures and studies, synthesis, conceptual

framework, and operational definition of terms. The statements and ideas incorporated in

this chapter helped in familiarizing the information that were relevant to the study.

Transportation

Based on the findings and the discussion of the study of Alfiando et al (2023), the

transportation significantly and favorably affects service quality. Thus, both factors could

be used to improve the Sharia Hotel's level of service. This research aims to observe the

influence of transportation variables on service quality at the sharia-compliant hotel.

Transportation influences not only the willingness of tourists to travel between the

origin and the destination but also their specific itinerary once they reach their

destination, especially hotel choice. Transportation accessibility plays a crucial role in

hotel success and is a key motivator and important consideration in hotel location

selection by tourists (Luo and Yang, 2016, Yang et al., 2012). Better transportation

accessibility is synergized with larger accommodation demand (Deng et al., 2020) and

better hotel performance (Lado-Sestayo et al., 2017).

The study of Zheng et al (2022) suggested that the opening of Metro Line 2 has

positively impacted demand for nearby hotels on average, but this relationship is

negatively moderated by the tourist attraction accessibility of hotels. Specifically, the

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influence of Metro Line 2 opening is weaker for hotels with higher tourist attraction

accessibility. The findings provide important insights for operational management, hotel

site selection and urban planning.

Public transportation accessibility has an important impact on hotel demand, as it

can influence travelers’ decisions by minimizing their transportation costs (Yang et al.,

2018). Lockyer (2005)’s work also supports this conclusion based on evidence from

focus groups. Furthermore, Lee et al. (2010) affirmed that public transportation

accessibility is a determinant of satisfaction with hotel location based on a survey of

foreign casual guests at five-star hotels.

The study of Kimbu (2011), he claimed that through an analysis of a tourist

satisfaction survey, field observations, and discussions with tour operators, the article

points out the sensitivity of tourists visiting the country to the service infrastructure

especially with regards to the transport and accommodation infrastructure and how these

services impacted on their general holiday experience and the image it portrays of

Cameroon—an eco/nature tourism holiday destination. It also examines the current state

of the transport system and infrastructure both into and within the country as well as its

accommodation infrastructure.

Transportation Vehicles

According to Albayrak, T., & Caber, M. (2015). "Prioritization of the hotel

attributes according to their influence on satisfaction: A comparison of two techniques."

Tourism Management, 46, 43-50. Albayrak and Caber's study investigates various hotel
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attributes and their impact on guest satisfaction, including the quality of transportation

vehicles provided by the hotels. The research found that well-maintained and comfortable

transportation vehicles significantly enhance guest satisfaction. Cleanliness, safety, and

comfort of the vehicles were identified as critical factors contributing to positive guest

experiences. The study suggests that investing in high-quality transportation vehicles can

lead to improved guest perceptions and higher satisfaction rates.

According to Chen, C. F., & Chen, F. S. (2010). "Experience quality, perceived

value, satisfaction and behavioral intentions for heritage tourists." Tourism Management,

31(1), 29-35. Chen and Chen explore the factors that influence satisfaction among

heritage tourists, including the quality of transportation services. The study highlights

that the condition and reliability of transportation vehicles play a crucial role in shaping

tourists' overall experience. Heritage tourists, in particular, value the convenience and

dependability of transportation options. The research indicates that providing modern,

well-equipped, and reliable vehicles can enhance perceived value and satisfaction.

According to Ekinci, Y., & Hosany, S. (2006). "Destination personality: An

application of brand personality to tourism destinations." Journal of Travel Research,

45(2), 127-139. Ekinci and Hosany's study applies the concept of brand personality to

tourism destinations and examines the role of transportation in shaping destination

personality. The research found that high-quality transportation vehicles contribute

positively to the overall image and personality of a destination. Guests associate well-

maintained and efficient transportation services with professionalism and reliability,

which enhances their satisfaction and overall experience at the destination.

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According to Huang, Y. K., & Hsu, C. H. (2010). "The impact of transportation

on tourism development." Tourism Management, 31(5), 630-638. Huang and Hsu

investigate the broader impact of transportation on tourism development, focusing on the

quality of transportation vehicles. Their study concludes that modern, comfortable, and

well-serviced transportation vehicles are crucial for the development of a positive tourist

experience. The availability of high-quality vehicles affects not only guest satisfaction

but also their willingness to recommend the destination to others. The study emphasizes

the importance of continuous investment in transportation infrastructure, including

vehicle quality.

According to Marković, S., & Janković, S. R. (2013). "Exploring the relationship

between service quality and customer satisfaction in Croatian hotel industry." Tourism

and Hospitality Management, 19(2), 149-164. Marković and Janković's research explores

the relationship between service quality and customer satisfaction in the Croatian hotel

industry, with a specific focus on transportation services. The study found that the quality

of transportation vehicles, including aspects such as cleanliness, safety, and modern

amenities, has a significant impact on guest satisfaction. Guests who experience high-

quality transportation services are more likely to be satisfied with their overall stay and

are more inclined to return to the hotel in the future.

Guest Satisfaction

Among the significant attributes, service was the least important for satisfaction.

The analysis of this result, together with value for money and room coefficients,
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reinforces that the most valued attribute for these consumers is room. This room must

meet their needs, including good sleep conditions, at an affordable price. It is known that

well-equipped lodgings usually charge higher daily rates (Ye et al., 2014) and, as these

consumers are unwilling or unable to pay more for accommodation (Ghose et al., 2012),

they tend to focus on other aspects considered to be inherent to the service, such as room

and cleanliness (Lai, & Hitchcock, 2017).

This room must meet their needs, including good sleep conditions, at an

affordable price. It is known that well-equipped lodgings usually charge higher daily

rates (Ye et al., 2014) and, as these consumers are unwilling or unable to pay more for

accommodation (Ghose et al., 2012), they tend to focus on other aspects considered to be

inherent to the service, such as room and cleanliness (Lai, & Hitchcock, 2017).

The results verify that a positive relationship among service quality, customer

satisfaction, and loyalty exists and that satisfaction partially mediates the relationship

between service quality and loyalty. Furthermore, the paper suggests key steps managers

could take to enhance customer experience in a way that would benefit the lodging

industry and the destinations.

Synthesis

Transportation plays a crucial role in enhancing hotel service quality (Alfiando et

al., 2023). It influences tourists' travel decisions and hotel choices, with better

accessibility leading to higher demand and improved hotel performance (Luo and Yang,

2016). Studies show that public transportation accessibility significantly impacts traveler
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satisfaction and cost efficiency, making it a key factor in hotel success and urban

planning (Zheng et al., 2022). Overall, transportation accessibility is vital for boosting

service quality and shaping the reputation of tourist destinations.

High-quality transportation is crucial for guest satisfaction in the tourism and

hospitality industry. Studies show that well-maintained, comfortable, and reliable

vehicles significantly enhance guest experiences, contribute to positive perceptions of

destinations, and increase the likelihood of repeat visits. Investing in superior

transportation services is essential for improving overall guest satisfaction and fostering

tourism development (Albayrak et al., 2015).

The analysis shows that while service quality is important, it is the room that most

significantly impacts guest satisfaction. Consumers prioritize rooms that offer good sleep

conditions at an affordable price, often focusing on room quality and cleanliness over

other services, especially when unwilling to pay higher rates (Ye et al., 2014).

Additionally, there is a positive relationship between service quality, customer

satisfaction, and loyalty, with satisfaction partially mediating this relationship. To

improve customer experiences, managers should focus on enhancing room quality and

overall service to foster loyalty in the lodging industry.

In conclusion, transportation plays an essential role in enhancing the quality of

service in hotels and the broader tourism and hospitality industry. Accessible, high-

quality transportation not only influences tourists' travel decisions but also boosts hotel

performance and guest satisfaction. While service quality is crucial, room quality remains

the most significant factor in guest satisfaction, particularly when it comes to cleanliness
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and affordability. By prioritizing both transportation and room quality, hotels can

improve customer satisfaction, foster loyalty, and contribute to the overall success of the

tourism sector.

Conceptual Framework

INPUT PROCESS OUTPUT

Land Quantitative Method

Transportation
Survey Questionnaire
Services
Likert Scale Enhanced Guest
Impacts of
Transportation to Satisfaction
Guest Satisfaction Frequency

Transportation
Services Strategies Weighted Mean

Figure 1. Conceptual Framework of the Study

This conceptual framework outlines the inputs, processes, and expected output of

the study, providing a structured approach to understanding and addressing the research

objectives. The inputs are the Land Transportation Services, the Impacts of

Transportation to Guest Satisfaction, and the Transportation Services Strategies. These

inputs will undergo a Quantitative Approach using a Survey Questionnaire, employing a

Four-Point Likert Scale, that will be measured using Frequency and Weighted Mean.

Lastly, this will result to Enhanced Guest Satisfaction.

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Operational Definition of Terms

As words might mean differently in different context, the following definitions were

given as the words used were intended to be understood for the study of optimizing

transportation logistics in the hospitality sector:

Guest Satisfaction. A measure of how products and services supplied by a company

meet or surpass guest expectations. In this study, guest satisfaction is evaluated in

relation to the efficiency and reliability of transportation logistics provided by hospitality

establishments.

Hospitality Sector. An umbrella term that encompasses a variety of service industries

including lodging, food and beverage, event planning, theme parks, travel, and tourism.

This study focuses on lodging houses in San Fernando, Romblon.

Optimization. The process of making something as effective, perfect, or functional as

possible. In this study, optimization refers to improving transportation services to

enhance efficiency, reduce costs, and increase guest satisfaction.

Stakeholders. Individuals or groups that have an interest or concern in an organization or

project. In this study, stakeholders include the lodging house owners, guests, and the land

transportation operators in San Fernando, Romblon.

Lodging Houses. Any house or building or portion of it in which guests are lodged for

hire or rent. In this study, lodging houses are includes the lodging houses that are

registered in San Fernando, Romblon.

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Guests. Guests are people who stay in hotel or lodging houses. In this study, it refers to

the person or people who stay in lodging houses in San Fernando, Romblon.

Land Transportation Operators. Land transportation operator means the owner or

owners of motor vehicles for transportation of passengers for compensation, including

school buses. Land transportation operator means the owner or owners of motor vehicles

for transportation or passenger for compensation, including school buses. In this study, it

refers to the land transportation operators of MIMAROPA Transport Cooperative in San

Fernando, Romblon, and land transportation operators of Sibuyan Island Transportation

Association (SITRASS) in San Fernando, Romblon.