Year: 2026
Type: article
Study design: Observational Study
Abstract: This study assessed the strategic marketing management practices of resorts in the Province of Rizal, with emphasis on the seven elements of the marketing mix (7Ps): Product, Price, Place, Promotion, People, Process, and Physical Evidence. It specifically examined the profile of the respondents and participating resorts, the availability of resort facilities, amenities, products, and services, the implementation of strategic marketing practices during peak and lean seasons, and whether significant differences existed in the respondents’ assessments when grouped according to selected profile and business characteristics. The study employed a descriptive-quantitative research design using a structured survey questionnaire administered to 158 respondents, consisting of 32 owners/managers and 126 customers from selected corporate-owned resorts in Rizal. Data were analyzed using frequency, percentage, weighted mean, standard deviation, and Analysis of Variance (ANOVA). Findings revealed that strategic marketing management practices were highly implemented during both peak and lean seasons, with overall composite means of 3.59 and 3.51, respectively, both interpreted as Strongly Agree. Physical Evidence obtained the highest mean during both seasons, while Product received the lowest mean during the lean season, indicating a need for greater attention to product development, innovation, and diversification during periods of lower demand. The findings further showed that respondents generally had consistent assessments of the 7Ps. However, significant differences were identified in selected dimensions, particularly Product among owner/manager respondents according to civil status and Place among customer respondents according to sex. The study concludes that resorts in Rizal demonstrate strong and consistent strategic marketing management practices, particularly in maintaining physical facilities, service processes, pricing, promotion, and personnel. Based on the findings, a strategic marketing plan anchored on the 7Ps was proposed to strengthen customer satisfaction, loyalty, competitiveness, and long-term resort growth..
Author: Ma. Jaqueline Esguerra
Institution: University of Rizal System-Binangonan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204178749