Emergence, viability and competitive leverages of CouchSurfing in the national capital region of the Philippines: basis for a propose strategic brand awareness program

Abstract

CouchSurfing is a travel-related mobile application that focuses on helping its users find free-of-charge accommodation and also engage in cultural exchange . This study aimed to determine its emergence, viability and competitive leverages in the National Capital Region of the Philippines . A mixed-method approach was utilized wherein survey questionnaires which were distributed online to 37 respondent-CouchSurfers and structured interview guide questions were constructed to be answered by the founder of CouchSurfing and selected active CouchSurfers. The result found there was definitive list of factors that affected the emergence and competitive leverages of CouchSurfing as mobile application. In additions, there was an established definitive assessment of CouchSurfing in the tourism and hospitalaity service based on the respondent-CouchSurfers' satisfaction level. Therefore, a strategic brand awareness program is being proposed through utilization of gathered data.