International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 3
Available Online: 2 October 2021
Author/s:
Mendaña, Katrina Camille
Lyceum University of the Philippines- Batangas, Philippines (kcr.mendana@gmail.com)
Apritado, Jennie Margaret M.*
Lyceum University of the Philippines- Batangas, Philippines (jmapritado@lpubatangas.edu.ph)
Abstract:
The study aimed to analyze the destination competitiveness and marketing strategies among resorts business in Occidental Mindoro. Specifically, determine the level of the competitiveness of resorts in terms of its physiography and climate, mix of activities, special events, infrastructure, awareness and image, and cost / value; determine the marketing strategies employed by the resorts in Occidental Mindoro in terms of: product, price, place and promotion; test the significant difference when grouped according to the profile variables; and to propose an action plan to enhance marketing strategies of the resorts in Occidental Mindoro. This study used descriptive methods of research; data were gathered from 385 using the availability sampling. The adapted questionnaire was distributed through online survey via Google form. The Shapiro-Wilk Test and Mann-Whitney U test were used to determine the significant differences. The study concluded that all key factors of resorts are competitive, and the most rated is the physiography and climate, followed by awareness and image, cost/value, mix of activities, special events and infrastructure respectively. Marketing strategies place is most agreed next is product, then price and the last is promotion. When classified by profile, there was a substantial difference in degree of competitiveness. It was discovered that those aged 22 and under have a higher assessment of infrastructure. Meanwhile, while comparing responses to marketing strategies used by different age groups, it was discovered that those aged 22 and under used product marketing strategies. Action plan was proposed and recommendations are also given in the study.
Keywords: destination competitiveness, marketing strategies, resort; tourism, Occidental Mindoro
DOI: https://doi.org/10.5861/ijrsm.2021.m7721
Cite this article:
Mendaña, K. C., & Apritado, J. M. M. (2021). Destination competitiveness and marketing strategies among resorts business in Occidental Mindoro. International Journal of Research Studies in Management, 9(3), 103-119. https://doi.org/10.5861/ijrsm.2021.m7721
*Corresponding Author