The role of short-term accommodations on the place brand and real estate development of urban areas: A case study of Malate, Manila
Keywords:
Estate Planning, Place Brand, Real Estate Development, Manila
Abstract
Aim: This research looks into how vacation rentals have impacted the image of Philippine cities and the growth of the real estate market there. Through a combination of surveys, in-depth interviews, and focus groups, this study seeks to understand how stakeholders perceive these accommodations regarding their impact on a community’s place brand and land value.
Methodology: In this study, we used qualitative methods. Employees and officials of certain developers and identified government offices were interviewed for this study.
Findings: The survey found that despite being categorized as "traveler lodgings" in a local tourism circular, most respondents used short-term accommodations for private occasions. That said, respondents still consider the short-term accommodation industry an essential economic player in society, even though it is associated with a negative place brand. At the same time, results from the Pearson Chi-square Test show that 14 out of 17 factors significantly affect respondents’ opinions. When controlling for factors like education and employment, the MLR results show that being born in Malate and part of a family household was the most significant. According to interviews with city officials, short-term accommodations are treated the same as any other type of hotel under the city’s zoning ordinance. Therefore, despite their current association with various sexual activities, it is entirely legal for these establishments to locate themselves near residential areas and/or institutional structures. Finally, residential real estate developers have stated that they have no objections to such dwellings, as the selection of sites for their projects has always been driven solely by suitability, zoning, and marketability.
Implications/Novel Contribution: These results call for stricter regulations on sexually suggestive roadside advertising and a recalculation of the local zoning ordinance and tourism circular. After appropriate measures have been refined for implementation, they can open the door for spatial interventions (such as visual buffer corridors) to better meet the needs of locals, private groups, and the government.
References
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Anholt, S. (2010b). Towards ‘governmental social responsibility’. Place Branding and Public Diplomacy, 6(2), 69-75. doi:https://doi.org/10.1057/pb.2010.18
Ashworth, J., G.J. & Voogd. (1990). Selling the city: Marketing approaches in public sector urban planning. London, UK: Belhaven Press.
Balakrishnan, M. S. (2009). Strategic branding of destinations: A framework. European Journal of Marketing, 43(5/6), 611-629. doi:https://doi.org/10.1108/03090560910946954
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
Bitterman, A. (2008). Brandtopia: A critical consideration of the evolution and future of place branding (Phd thesis). Buffalo, NY: University at Buffalo.
Blum, S. C. (1997). Current concerns: A thematic analysis of recent hospitality industry issues. International Journal of Contemporary Hospitality Management, 9(7), 350-361. doi:https://doi.org/10.1108/09596119710191029
Boisen, M., Terlouw, K., & Van Gorp, B. (2011). The selective nature of place branding and the layering of spatial identities. Journal of place Management and Development, 4(2), 135-147. doi:https://doi.org/10.1108/17538331111153151
Caballero, J. A., & Tsukamoto, Y. (2006). Tokyo public space networks at the intersection of the commercial and the domestic realms study on dividual space. Journal of Asian Architecture and Building Engineering, 5(2), 301-308. doi:https://doi.org/10.3130/jaabe.5.301
Cambridge English Dictionary. (2019). Perception. Retrieved from https://bit.ly/3IoLtJc
Cerda-Bertomeu, M. J., & Sarabia-Sanchez, F. J. (2016). Stakeholders’ perceptions of place branding and the role of the public sector: An exploratory analysis. Place Branding and Public Diplomacy, 12(4), 299-313. doi:https://doi.org/10.1057/s41254-016-0016-8
Collins Dictionary. (2019). Perception. Retrieved from https://bit.ly/3IiXmAg
De Carlo, M., Canali, S., Pritchard, A., & Morgan, N. (2009). Moving milan towards expo 2015: Designing culture into a city brand. Journal of Place Management and Development, 2(1), 8-22. doi:https://doi.org/10.1108/17538330910942762
Diederichs, C. (1996). Grundlagen der projektentwicklung. In Handbuch immobilien-projektentwicklung. Cologne, Germany: Immobilien Manager Verlag.
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. ACR North American Advances, 17(1), 110-120.
Egilsdottir, R. O. (2016). Sexual appreciation in Japan: A journey down the rabbit hole of kink (Bachelor’s thesis). Reykjavík, Iceland: University of Iceland.
Eshuis, J., & Edwards, A. (2013). Branding the city: The democratic legitimacy of a new mode of governance. Urban Studies, 50(5), 1066-1082. doi:https://doi.org/10.1177/0042098012459581
Gamboa, M. A. M. (2012). Formulation of a gender (women)-sensitive comprehensive land use plan as an adaptation to flooding in the context of climate change: The case of the Municipality of Cabiao, Province of Nueva Ecija (Phd thesis). Manila, Philippines: University of the Philippines.
Gibbs, A. (1997). Focus groups. Retrieved from https://bit.ly/3nJc2Px
Graaskamp, J. (1992). Fundamentals of real estate development. Journal of Property Valuation and Investment, 10(3), 619-639.
Hammarberg, K., Kirkman, M., & de Lacey, S. (2016). Qualitative research methods: When to use them and how to judge them. Human Reproduction, 31(3), 498-501. doi:https://doi.org/10.1093/humrep/dev334
Hasan, E.-U. (2011). Obscure love: An anatomy of Japanese love hotels. Japan Studies Association Journal, 9, 26-46.
Jam, F. A., Donia, M. B., Raja, U., & Ling, C. H. (2017). A time-lagged study on the moderating role of overall satisfaction in perceived politics: Job outcomes relationships. Journal of Management & Organization, 23(3), 321–336. doi:https://doi.org/10.1017/jmo.2016.13
Jam, F. A., Khan, T. I., Zaidi, B. H., & Muzaffar, S. M. (2011). Political skills moderates the relationship between perception of organizational politics and job outcomes. Journal of Educational and Social Research, 1(4), 57–57.
Kapferer, J. (1992). Strategic brand management: New approaches to creating and evaluating brand equity. New York, NY: The Free Press.
Kaplan, M. D., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: Applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286-1304. doi:https://doi.org/10.1108/03090561011062844
Kavaratzis, M. (2012). From “necessary evil” to necessity: Stakeholders’ involvement in place branding. Journal of Place Management and development, 5(1), 7-19. doi:https://doi.org/10.1108/17538331211209013
King, N. (2004). Using templates in the thematic analysis of text. London, UK: SAGE Publications, Ltd.
Kotler, P., Haider, D., & Rein, I. (1993). There’s no place like our place! the marketing of cities, regions, and nations. The Futurist, 27(6), 15-18.
Kotsi, F., Balakrishnan, M. S., Michael, I., & Ramsøy, T. Z. (2018). Place branding: Aligning multiple stakeholder perception of visual and auditory communication elements. Journal of Destination Marketing & Management, 7, 112-130. doi:https://doi.org/10.1016/j.jdmm.2016.08.006
Kroger, H. (2016). The role of sustainability in enhancing place performance through an identity-based approach to place branding (Phd thesis). University of Plymouth, Plymouth, UK.
Kumar, K. (1989). Conducting key informant interviews in developing countries(USAID report No. 13). Washington DC: USAID.
Lin, H. S. (2008). Private love in public space: Love hotels and the transformation of intimacy in contemporary Japan. Asian Studies Review, 32(1), 31-56. doi:https://doi.org/10.1080/10357820701872094
Lowe, A. (2013). The economics of ’love motels’. Retrieved from https://bit.ly/3ymx2Rg
Maheshwari, V., Vandewalle, I., & Bamber, D. (2011). Place branding’s role in sustainable development. Journal of Place Management and Development, 4(2), 198-213. doi:https://doi.org/10.1108/17538331111153188
Miles, M., Berens, G., & Weiss, M. (2000). Real estate development: Principles and process. Washington DC: Urban Land Institute.
Neill, M. (2009). Love hotel business zooms despite downturn. Retrieved from https://cnn.it/3AxRpO4
Otgaar, A. (2013). Case b a common agenda for place branding: Made in Torino. In International place branding yearbook 2012: Managing smart growth and sustainability. London, UK: Palgrave Macmillan.
Oxford Advanced Learner’s Dictionary. (2019). Perception. Retrieved from https://bit.ly/3Atczgd
Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of Brand Management, 9(4), 294-314. doi:https://doi.org/10.1057/palgrave.bm.2540079
Parkerson, B., & Saunders, J. (2005). City branding: Can goods and services branding models be used to brand cities? Place Branding, 1(3), 242-264. doi:https://doi.org/10.1057/palgrave.pb.5990026
Perez, P. (2017). A study of public perception on the heritage conservation of a visual corridor: The case of Escolta street in Binondo, Manila city (Master’s thesis). Manila, Philippines: University of the Philippines School of Urban and Regional Planning.
Richie, D. (1999). Tokyo: A view of the city. London, UK: Reaktion Books.
Ruzinskaite, J. (2015). Place branding: The need for an evaluative framework (Tech. Rep.). England, UK: University of Huddersfield.
Schoenmaker, D. A., & Van der Vlist, A. J. (2015). On real estate development activity: The relationship between commercial and residential real estate markets. Letters in Spatial and Resource Sciences, 8(3), 219-232. doi:https://doi.org/10.1007/s12076-015-0144-4
Shahbaz, M., Tiwari, A. K., Jam, F. A., & Ozturk, I. (2014). Are fluctuations in coal consumption per capita temporary? Evidence from developed and developing economies. Renewable and Sustainable Energy Reviews, 33, 96–101. doi:https://doi.org/10.1016/j.rser.2014.01.086
Skinner, H. (2008). The emergence and development of place marketing’s confused identity. Journal of Marketing Management, 24(9-10), 915-928. doi:https://doi.org/10.1362/026725708X381966
Slavin, E. (2007). My months in a love hotel. Retrieved from https://bit.ly/3arNNSV
Stewart, S. P. . R. D., D.W. (2007). Applied social research methods series: Focus groups: Theory and practice. Newbury Park, CA: SAGE Publications.
Stone, D. D. S. M. . O. D., P.J. (1966). The general inquirer: A computer approach to content analysis (studies in psychology, sociology, anthropology, and political science). Cambridge,MA: The MIT Press.
Sutton, J., & Austin, Z. (2015). Qualitative research: Data collection, analysis, and management. The Canadian Journal of Hospital Pharmacy, 68(3), 226–231. doi:https://doi.org/10.4212/cjhp.v68i3.1456
The Korea Herald. (2000). The ’anti-love hotel’ campaign. Retrieved from https://bit.ly/3yiE5KC
Villegas, D. (2011). Philippine love motels. doi:https://bit.ly/3OVwKaX
Wakao, A. (2007). Japan’s love hotels flirt with retail investors. Retrieved from https://reut.rs/3NQGuSC
West, M. D. (2002). Japanese love hotels: Legal change, social change, and industry change (Tech. Rep.). Ann Arbor, MI: University of Michigan.
Wiegelmann, T. (2012). Risk management in the real estate development industry: Investigations into the application of risk management concepts in leading European real estate development organisations (Tech. Rep.). Gold Coast, Australia: Bond University.
Zambales, R. (1996). Exploring the potentials of telecommuting in the Philippines with emphasis on employees’ perceptions and stated-preferences (Tech. Rep.). Metro Manila, Philippines: University of the Philippines School of Urban and Regional Planning.
Zavattaro, S. M. (2015). Place brand identity: An exploratory analysis of three deep South States. International Journal of Organization Theory & Behavior, 18(4), 405-432. doi:https://doi.org/10.1108/IJOTB-18-04-2015-B002
Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40-52. doi:https://doi.org/10.1108/17538331111117151
Zenker, S., & Beckmann, S. C. (2013). My place is not your place different place brand knowledge by different target groups. Journal of Place Management and Development. doi:https://doi.org/10.1108/17538331311306078
Zenker, S., & Braun, E. (2017). Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management. Journal of Place Management and Development, 10(3), 270-287.
Ziauddin, I., Khan, M., Jam, F., & Hijazi, S. (2010). The impacts of employees’ job stress on organizational commitment. European Journal of Social Sciences, 13(4), 617–622.
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2022-06-19
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