This study investigated the motivation of staycation guests and hospitality strategies in Iloilo Province, Philippines, informed by Maslow’s hierarchy of needs as its conceptual framework. A qualitative method was employed, comprising FGDs analyzed with the assistance of NVivo software, and a systematic literature review guided by the PRISMA framework. The findings showed that esteem, safety, and self-actualization needs, related to safe environments, customized experiences, exposure to the culture, and wellness concerns, were identified as essential needs of guests. Hoteliers responded with increased sanitation concerns, creating personalized packages, infusing local culture, and offering wellness packages. This study shows that Maslow’s theory proves helpful in analyzing staycation behaviors. It also provides operational suggestions for fine-tuning their staycation packages. This resulted in a more acceptable staycation experience for visitors and ensures a truly sustainable tourism for Iloilo. Future research directions include quantitative validation of the findings. A comparative study with other regions to explore varying guest motivations and strategies is also recommended.

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Exploring Guest Motivations and Hospitality Strategies on Staycations Through the Lens of Maslow’s Hierarchy of Needs

  • Cynthia Minon

摘要

This study investigated the motivation of staycation guests and hospitality strategies in Iloilo Province, Philippines, informed by Maslow’s hierarchy of needs as its conceptual framework. A qualitative method was employed, comprising FGDs analyzed with the assistance of NVivo software, and a systematic literature review guided by the PRISMA framework. The findings showed that esteem, safety, and self-actualization needs, related to safe environments, customized experiences, exposure to the culture, and wellness concerns, were identified as essential needs of guests. Hoteliers responded with increased sanitation concerns, creating personalized packages, infusing local culture, and offering wellness packages. This study shows that Maslow’s theory proves helpful in analyzing staycation behaviors. It also provides operational suggestions for fine-tuning their staycation packages. This resulted in a more acceptable staycation experience for visitors and ensures a truly sustainable tourism for Iloilo. Future research directions include quantitative validation of the findings. A comparative study with other regions to explore varying guest motivations and strategies is also recommended.