Date of Publication

7-11-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Tourism and Travel

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Patrick R. Hariramani

Defense Panel Chair

Roderick Pangindian

Defense Panel Member

Rivka T. Nagtalon

Abstract/Summary

Over the years, an increasing interest in the agritourism industry is observed due to its ability to offer tourists the opportunity to engage in agricultural activities and escape from city life. Accordingly, this led to the heightened need for digitalization and customer relationship management (CRM) for the resolution of issues in the agritourism industry, agritourism business development, and improved customer satisfaction. With this, the current study aimed to investigate the impact of digital readiness and customer relationship management on the business performance of agritourism farms in the Luzon region of the Philippines through semi-structured interviews, which were analyzed using thematic analysis. The thematic analysis revealed eight major themes: (1) Business Development, (2) Digital Technologies, (3) Networks, (4) Customer Relations, (5) Employee Commitment, (6) Work Culture and Environment, (7) Customer Centricity, and (8) Sustainability. Both digital readiness and CRM enabled agritourism businesses to adapt to changes and innovate, which led to improved productivity and customer relationships. Given this, the findings revealed that digital readiness and CRM improve the business performance of agritourism businesses.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Agritourism—Philippines; Agritourism—Technological innovations—Philippines; Customer relations—Philippines—Management

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Embargo Period

7-11-2022

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