Advisers

Alezhandrea Clio Barrios

Discipline

Tourism & hospitality

Abstract

This study evaluates the marketing factors of Vege Select Restaurant in Chinatown, Manila, and their influence on tourist satisfaction. Guided by the 4Ps of Marketing (product, price, place, and promotion), the research examines how these elements affect food quality, cleanliness, and affordability. Despite the restaurant’s strong cultural identity and plant-based concept, operational challenges such as service delays and sanitation concerns may affect overall satisfaction. The study aimed to identify areas for improvement and propose strategic recommendations. A descriptive quantitative research design was used in the study. Data were collected through survey questionnaires distributed to 100 local tourists who dined at Vege Select Restaurant. Purposive sampling was applied to select respondents. The data were analyzed using frequency, percentage, and weighted mean to determine the respondents’ demographic profile and assessment of marketing factors and satisfaction levels. Findings revealed that most respondents were aged 23–27 years and visited the restaurant once a year. In terms of marketing factors, Product received the highest evaluation, particularly food quality and presentation. Place was rated positively for accessibility and location, though cleanliness received lower ratings. Promotion was generally effective in reflecting Chinatown’s cultural identity but was weak in emphasizing the vegetarian concept and offering tourist-specific discounts. Overall, food quality and affordability contributed positively to satisfaction, while service delays and sanitation issues were identified as key challenges. The results indicate that Vege Select Restaurant performs well in product quality and cultural positioning but needs improvement in cleanliness, service efficiency, and promotional clarity. Strengthening sanitation practices, enhancing staff coordination, and highlighting its unique vegetarian identity in marketing efforts can improve tourist satisfaction. Addressing these areas will help position Vege Select as a competitive Restaurant and sustainable culinary destination in Chinatown.

Keywords

food quality, service