Pinoy Hilot Evolvability Towards a Global Business Model for Wellness

Abigael Cabrera Medina – Miranda
https://orcid.org/009-0000-3346-4002
ammiranda@cvsu-naic.edu.ph, abigael.miranda@cvsu.edu.ph
Cavite State University, Indang Cavite, Philippines
Philippine Christian University, Manila, Philippines

DOI: https://doi.org/10.54476/apjaet/39900 

                                                                                          Abstract

This study explores the potential global expansion of Pinoy Hilot, a traditional Filipino therapeutic massage system deeply rooted in the country’s culture and heritage. The research aimed to investigate the level of organizational culture of Pinoy Hilot, the level of organizational resiliency of Pinoy Hilot and the level of Pinoy Hilot evolvability. The study also aimed to construct a suitable business model and marketing strategies for its international promotion. Using a quantitative-descriptive research method, data were gathered from eighty-eight respondents in Pasay and Quezon City, Philippines.. The analysis of Pinoy Hilot’s organizational culture reveals several key findings across different dimensions. The survey data reveals several key insights into the organizational resilience, agility, and integrity of Pinoy Hilot businesses, with each area showing robust performance metrics. In terms of Pinoy Hilot’s evolvability, it indicates a deep knowledge of traditional healing techniques, a commitment to research and education, and effective collaboration with cultural experts, underscoring the organization’s dedication to preserving and evolving traditional practices. Therefore, the proposed global business model outlines strategic initiatives to leverage Pinoy Hilot’s strengths and capitalize on emerging opportunities in the wellness tourism industry. By establishing Pinoy Hilot as a cultural wellness tourism hub, forging strategic partnerships, leveraging digital platforms, investing in training and certification programs, fostering research and innovation, and promoting community empowerment and sustainability/ The model aimed to elevate Pinoy Hilot’s presence and impact in the global wellness market.

Keywords: Business and Hospitality Management, Pinoy Hilot Organizational Culture, Organizational Resiliency, Evolvability, Global Business Model, Philippines

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