LEVEL OF EFFECTIVENESS ON THE MARKETING STRATEGIES OF THE SELECTED RESORT IN MONTALBAN RIZAL

Abstract

This study analyzes the marketing strategies employed by two resorts in Montalban, Rizal, examining the effects of seasonality and customer preferences on their performance. The objective is to offer actionable recommendations that can strengthen marketing initiatives and increase the resorts’ competitive advantage. This study employed a quantitative descriptive design to evaluate the marketing strategy effectiveness at a resort in Montalban, Rizal. Participants were purposively selected based on specific criteria relevant to the study. Following the approval from both the resort guests and the Hospitality Management Department, researchers personally distributed and collected the questionnaires to maximize response rates and ensure the accuracy of the data collected. The study found that 80% of guests were under 25 years old, with 68% comprising families, highlighting a predominantly young, family-oriented clientele. Costa Abril attracted younger, more affluent visitors, whereas Villa Elena primarily served low-income families. Guests rated seasonal offers (4.40), pricing (4.43), and activities (4.41) highly, with 92% valuing timely updates and 88% enjoying themed events. Areas needing improvement included better alignment of activities with guest preferences (2.76) and the hiring of multilingual staff (2.72). Although promotional efforts received positive feedback (3.76), the use of diverse marketing channels scored lower (2.76). Overall, both resorts were well-rated but would benefit from enhancing seasonal services, promotional strategies, and tailoring offerings to better meet guest needs. Costa Abril primarily appeals to younger, affluent guests, whereas Villa Elena serves a broader demographic, including lower-income families. While both resorts receive positive remarks for their marketing, there is room for improvement in their offerings. Costa Abril should develop adventure packages for younger visitors and luxury options for older clientele. Villa Elena could benefit from wellness events and budget-friendly packages targeting guests aged 30 and above, especially those from lower-income backgrounds. Both resorts should also enhance family amenities, solo traveler services, and the range of seasonal events available.