A Causal-Comparative Study on the Effectiveness of Marketing Strategies

among Select Beach Resort Operators in Dauin, Negros Oriental

A Quantitative Research
Presented to the Faculty of
Dauin Science High School
Bulak, Dauin, Negros Oriental

In Partial Fulfillment of the Requirements

for the Subject Practical Research II
for Senior High School

Researchers:
Alaban, Charles Domiliz M.
Alampay, Kimberly Mae B. Baena,
Maya Elven S.
Creado, Ayannah Leigh D.
Ingan, Liane Venice N. Selarta,
Mariz Anthoniet T. Tuliao,
Mathew A.

Ms. Jennylynn R. Desiongo

Practical Research II Adviser
January 2024
 CHAPTER I: THE PROBLEM AND ITS SCOPE

Introduction

In the Philippine economy, tourism was an important sector, especially in coastal

areas, with beach resorts playing an influential role in attracting both local and

international visitors. According to the Department of Tourism (2025), in 2024, the

country achieved a record-high tourism revenue of approximately ₱760.50 billion from

inbound tourism expenditures. This reflected the country’s successful efforts in

promoting its diverse attractions, ranging from pristine beaches to rich cultural heritage

sites.

A study conducted by Partlow (2024) revealed that records from the Provincial

Tourism Office showed that Negros Oriental, a province known for its rich cultural

heritage and natural attractions, logged 356,245 tourist arrivals for the first half of the

year 2024, almost triple the previous year’s figure of 122,047. The province offered a

wide range of activities and destinations that attracted both local and international

visitors, helping to stimulate economic growth.

Dauin, a municipality in Negros Oriental, as stated by Tayco et al. (2024), was

particularly renowned for its world-class tourist destinations, with the Apo Island Marine

Protected Area being one of the most sought-after dive sites globally. This rich marine

ecosystem attracted divers and tourists worldwide, contributing significantly to the local

tourism industry.

The Department of Tourism (2022) stated that along with the growth of

accommodation sectors, resort operators employed various marketing strategies to remain

competitive in the highly dynamic resort market. According to a study by Kotler & Kelly

(2021, as cited in Negm & Ghazal, 2022), as competition heightened, understanding the

effectiveness of these marketing strategies in achieving business goals such as customer

acquisition became essential for sustainable growth and success.

Buhalis & Law (2008, as cited by Carvache-Franco et al., 2025), concluded that

marketing strategies were critical in influencing consumer decisions and establishing

brand identity, particularly in the tourism sector where customer preferences

continuously evolved. A research by Chaffey & Smith (2022), identified that resort

operators in Dauin implemented a variety of strategies, ranging from digital marketing

and social media engagement to traditional promotional methods and customer loyalty

programs. However, despite these efforts, a study by Gössling & Hall (2019) found that

the degree to which these strategies contributed to their overall business performance

remained uncertain. Thus, an evidence-based evaluation was necessary to determine

which strategies yielded the most significant impact on resort success.

This study aimed to conduct a causal-comparative analysis on the effectiveness of

marketing strategies employed by selected beach resort operators in Dauin, Negros

Oriental. By comparing the effectiveness of different strategies on key performance

indicators such as customer acquisition, the study sought to identify which approaches

contributed most to attracting new customers. Through a quantitative research approach,

utilizing survey data collected from resort operators, the study provided insights into the

marketing practices that were most beneficial for sustaining a competitive edge in the

local tourism market.

Theoretical Framework

The diagram below visually represented the application of the Marketing Mix

Theory to the marketing strategies of beach resorts in Dauin, Negros Oriental. By

illustrating the interrelationship between the 4Ps: Product, Price, Place, and Promotion,

this diagram provided a comprehensive overview of the core elements that drove the

effectiveness of marketing efforts within the local tourism sector. Each component of the

Marketing Mix was interconnected, playing a role in the overall success of the resorts.

Product reflected the offerings that attracted tourists, while Price determined the

affordability and competitiveness of these services. Place highlighted the strategic

importance of location and distribution channels, and Promotion emphasized the need for

effective communication and customer engagement. This diagram served as a visual tool

to better understand how these components worked to influence customer acquisition

ultimately driving profitability within the tourism industry in Dauin.

Figure 1. Diagram of the Theoretical Framework

Theoretical Background

The Marketing Mix Theory, introduced by E. Jerome McCarthy in 1960, served

as the foundation for this study, providing a structured framework for analyzing the

effectiveness of marketing strategies among beach resorts in Dauin, Negros Oriental. The

theory, later expanded into the Marketing Mix Model, is represented by the 4Ps namely

product, price, place, and promotion, which help evaluate the factors contributing to the

success or limitations of marketing efforts (Goi, 2024). This study aimed to assess how
these components influenced customer acquisition within the competitive landscape of

Dauin’s tourism industry.

The Product aspect of the marketing mix pertained to the various services and

experiences offered by resorts, such as accommodations, diving activities, eco-tourism

packages, and recreational amenities. These offerings played a crucial role in

differentiating resorts and attracting both local and international tourists. This study

assessed how these product features impacted customer satisfaction and helped build

competitive advantages in the market.

The Price component evaluated the pricing strategies adopted by beach resorts,

including competitive pricing, premium rates, and discount offerings. Pricing

significantly affected the resorts' ability to appeal to different market segments and

maintain profitability. By analyzing the effectiveness of these strategies, the study aimed

to identify pricing approaches that yielded the most favorable outcomes.

The Place element highlighted the importance of strategic locations and

distribution channels. Dauin, known for its proximity to Apo Island and its pristine

beaches, attracted eco-tourists and divers alike. This study examined how resorts utilized

their geographical advantages and distribution systems, such as online platforms and

travel partnerships, to maximize accessibility and visibility to potential guests.

The Promotion component focused on the resorts' marketing efforts to engage

with potential customers. Promotional activities, including social media campaigns,

collaborations with influencers, and participation in tourism fairs, were essential for
enhancing brand visibility and customer engagement. This study analyzed the impact of

these promotional strategies on customer attraction and retention.

By applying the Marketing Mix Theory, this study provided a comparative

analysis of the marketing strategies employed by beach resorts in Dauin. The findings

aimed to identify effective practices and offer actionable insights for resort owners and

managers. Ultimately, this research sought to contribute to the sustainable development

of Dauin’s tourism sector, solidifying its reputation as a premier travel destination

(Mendaña & Apritado, 2021).

Review of Related Literature

Research by Leoncio and Festijo (2020), revealed that the 4 P’s—price, product,

promotion, and place are essential elements of marketing strategies that contribute to

customer satisfaction and the improvement of services offered by beach resorts. It

showed that product and place were the most significant predictors among the 4 P’s, with

their combination having the greatest impact on business success.

Further insights from Olivar et al. (2022) found that the marketing mix strategies,

including product, price, place, and promotion, significantly influence customer

satisfaction. The study revealed that when resorts effectively meet customer needs and

expectations, it results in higher satisfaction levels and an improved overall experience.

This highlights the importance of enhancing these strategies and consistently delivering

quality services to build customer loyalty and ensure long-term business success.
 According to the study of Liu and Sun (2020), beach resorts are designed to cater

to the needs and motivations of tourists by providing leisure activities, health

preservation, spa services, and entertainment. These resorts are also crafted to reflect the

local culture and natural marine environment, making them more attractive to visitors.

The study highlighted that developing effective marketing strategies is essential for ocean

resorts to enhance their competitiveness, ensure steady growth, and attract more tourists.

According to the study of Natividad et al. (2021), the success of a resort depends

on the quality of its services and facilities, which must meet the needs and preferences of

guests. Swimming pools are a popular feature, and adding amenities like cottages, hotels,

and camping sites helps improve the resort’s offerings. These upgrades give the resort a

competitive advantage. However, building good relationships with guests is equally

important, as happy customers often share their positive experiences.

A study by Quitoriano et al. (2024) found that customer satisfaction has a

significant impact on loyalty in beach resorts. Most customers reported being satisfied

with the services, particularly in areas related to basic needs, performance, and unique or

exciting features. These factors were shown to strongly influence customer loyalty, both

in behavior and attitude. The study highlights the importance of delivering high-quality

services and maintaining positive interactions with staff. It recommends that beach

resorts invest in staff training to enhance service quality and ensure lasting customer

satisfaction.

The results of the study of Domingo (2019) found that several factors influenced

the marketing strategies of resorts. The study showed that resorts were effective in
offering products that met customer needs and maintained a good balance between

affordability and quality in their pricing. However, promotional efforts were rated as

average, suggesting room for improvement in attracting more customers. The research

also found no strong connection between business factors and marketing practices like

product, pricing, and promotion, implying that other factors might play a bigger role in

their success. Overall, customers were satisfied with the resorts’ products, pricing, and

promotions, showing that these strategies were generally effective.

The findings of the study by Hutami (2021), highlights strong product offerings

designed to attract both local and international tourists. With a natural, tropical design,

key amenities include an infinity pool, a swing-seating bar, spacious dining areas, and

scenic photo spots. A diverse menu featuring Mediterranean cuisine is served in generous

portions, complemented by live DJ events twice a week. The entry system allows free

access, with selecteded seating areas requiring a minimum purchase, ensuring

accessibility while maintaining exclusivity.

According to Subrahmanyam and Arif (2022), exploring how premium pricing

strategies can enhance customer retention in the resort industry. In today’s competitive

market, pricing is not merely a tool for balancing supply and demand; it also plays a

crucial role in shaping customer perceptions of quality and value. The authors argue that

resorts can build stronger customer relationships by leveraging premium pricing as part

of their overall strategy, thereby distinguishing themselves in a crowded marketplace.

The study by Guray (2019) shows that pricing strategy plays a key role in

customer satisfaction. While services like accommodation, food and beverage, water
sports rentals, and tours were rated highly, customer satisfaction also depends on whether

they feel they are getting good value for their money. Even with excellent service, pricing

influences customer choices. This highlights the need for a balanced pricing strategy that

remains competitive while ensuring that customers feel their experience is worth the cost.

Further insights by Brey et al. (2019) found the importance of pricing strategies

in resort marketing and their impact on customer choices and business success. The

analysis identified 18 key areas, showing how flexible pricing, seasonal discounts, and

promotions help attract customers. Many resorts now use technology to adjust prices

based on demand, moving away from fixed pricing models. Instead of simply setting

prices, they focus on strategies that maximize revenue and customer satisfaction.

According to Techasriudom (2022), effective pricing strategies are essential for

resorts to attract guests and remain competitive. Resorts should use flexible pricing

models, such as seasonal discounts and dynamic pricing, to meet customer expectations

and maximize revenue. Understanding consumer behavior and market demand allows

resorts to set prices that balance affordability and profitability. Offering special

promotions and value-added packages can also enhance guest satisfaction and encourage

repeat visits.

According to Belarmino and Janaban (2023), effective pricing strategies are

important for the success of beach resorts. Offering competitive rates, seasonal discounts,

and special packages helps attract more guests and increase revenue. As more resorts

compete for visitors, setting the right prices helps them stay ahead. Resorts need to

balance affordable prices with high-quality services to keep guests satisfied and

encourage them to return. When combined with good marketing and sustainable
practices, smart pricing strategies can improve customer experience, boost profits, and

support long-term growth in the tourism industry.

The findings of the study by De Guzman (2024) showed that the competitiveness

of resorts is strongly influenced by factors like physiography, climate, and their overall

image, which were highly rated by the respondents. The study found that marketing

strategies, especially place, were most agreed upon, followed by product, price, and

promotion. Key factors that encouraged repeat visits included fast response times,

consistency across channels, and knowledgeable staff. This highlights the importance of

social media marketing and the use of image and video ads in attracting tourists and

encouraging repeat visits, showing how effective these strategies are for resort success.

Cunningham (2024) states that the success of a beach resort is largely determined

by its location. Beach resorts that are situated in scenic coastal areas with clear waters

and beautiful shorelines, or those located near lively seaside towns, tend to attract more

visitors. Their proximity to the beach and various water activities makes them more

appealing to guests. A well-chosen location increases accessibility, encourages more

bookings, and contributes to long-term profitability. Beach resorts that invest in prime

locations are more likely to maintain high occupancy rates and a strong reputation in the

tourism industry.

According to the study of Mendaña and Apritado (2021), among the different

marketing strategies, place was the most agreed upon, followed by product, price, and

lastly, promotion. This shows how important location and accessibility are in attracting

customers. A well-placed business or product can make it easier for people to find and
purchase, increasing sales and customer satisfaction. Whether it’s choosing the right store

location, improving distribution, or making products available in convenient places, an

effective place strategy significantly contributes to a business's success. Businesses that

prioritize accessibility and convenience for their customers are more likely to gain a

competitive advantage in the market.

According to Mishra (2020), the place strategy in marketing focuses on selecting

the best location and distribution channels to attract customers. For a beach resort, this

means choosing a site that is accessible and appealing to tourists while ensuring easy

booking through direct reservations or travel agencies. The resort’s positioning, whether

as a luxury, mid-range, or budget destination, should align with its location and services.

A well-planned place strategy also supports pricing, promotions, and the overall guest

experience, helping the resort attract more visitors and stay competitive in the industry.

According to Ismail and Rohman (2019), destination marketing is an essential

strategy for attracting tourists by emphasizing key factors such as attractions,

accessibility, amenities, and ancillary services. By promoting these elements effectively,

resorts can enhance their appeal, increase visitor satisfaction, and encourage repeat visits.

Understanding the needs and preferences of travelers allows resorts to tailor their

marketing efforts, ensuring a competitive edge in the tourism industry. Additionally,

highlighting unique offerings, such as sustainable practices or exclusive experiences, can

further differentiate a resort from its competitors

The study by Tayco, Tubog, and Zamora (2024) highlights the important role of

social media, especially Facebook, in shaping travel decisions for tourist destinations in
Negros Oriental. Social media was also used to plan holidays by providing useful

information about destinations and activities. This suggests that social media, particularly

Facebook, is a powerful tool for tourism marketing, influencing decisions and helping to

promote destinations effectively.

Research by Callwood (2022), reveals that digital marketing strategies,

particularly social media and internet-based methods, significantly impact the

sustainability and profitability of small resorts. While traditional methods still play a role

in marketing efforts, they are less effective compared to digital strategies in attracting

international tourists. The use of social media platforms allows resorts to engage directly

with their target audience, creating personalized marketing campaigns and increasing

brand visibility. Internet-based methods, such as email marketing, provide cost-effective

ways to reach a broader market while maintaining customer relationships. These digital

strategies enable resorts to adapt to shifting market trends and meet the preferences of

digitally inclined travelers, contributing to their competitive advantage in the tourism

industry.

According to Maceda (2023), resort marketing is unique and requires strategies

that captivate domestic and international tourists even before they visit, making digital

marketing, with its engaging content, design, and visuals, crucial for attracting visitors.

While traditional direct marketing methods such as newspapers, magazines, brochures,

and directory listings are less prevalent in other sectors, they remain valuable for resorts

as complementary tools. To further boost bookings, sales promotions like discounts,

freebies, contests, and coupons are commonly employed, while public relations play an
important role in enhancing visibility by strengthening the resort's brand through media

engagement and events, ensuring sustained success throughout the year.

In the study conducted by Villaver et al. (2022), revealed that social media

marketing was highly effective in providing information, entertainment, self-expression,

convenience, and social interaction. These emphasize the crucial role social media plays

in marketing beach resorts, demonstrating its significant impact on attracting and

engaging potential tourists. The study highlights how social media has become a

powerful tool in promoting tourism destinations, particularly in the context of beach

resorts.

Salazar (2022) emphasizes that a well-designed service scape, which includes the

physical environment of a business, enhances guests' perceptions and satisfaction. Digital

marketing strategies, such as personalized promotions and social media engagement,

further strengthen the connection with customers. When both elements are combined

effectively, they create a seamless experience that encourages customer loyalty and

positive recommendations, leading to increased business success.

Conceptual Framework
 Product

Pricing Effectiveness of Difference between the

Marketing Strategies Marketing Strategies of
Among Select Beach Select Resorts in Dauin,
Resorts in Dauin, Negros
Oriental Negros Oriental in terms
Place of Customer Acquisition

Promotion

Figure 2. Diagram of the Conceptual Framework

This conceptual framework illustrates how variations in marketing strategies

influence customer acquisition among beach resorts in Dauin, Negros Oriental. The study

aims to compare the effectiveness of the Four Ps of Marketing namely Product, Pricing,

Place, and Promotion across different selected beach resorts.

The independent variables include the Four Ps namely product, pricing, place, and

promotion, along with the effectiveness of these strategies. Product refers to the quality,

uniqueness, and variety of services offered by the resorts, which influence customer

satisfaction and interest. Pricing involves the cost strategies implemented to attract

different market segments while maintaining profitability. Place encompasses the resort’s

accessibility, including its location and ease of booking, which affect customer

convenience. Promotion refers to the marketing efforts such as social media campaigns,

collaborations, and event-based advertising to enhance visibility and attract potential

guests (Emuy et al., 2024). Additionally, the effectiveness of these marketing strategies is
assessed based on their impact on customer engagement, booking rates, and market

competitiveness (Yunus, 2023).

The dependent variable is the difference in the effectiveness of these marketing

strategies among the selected resorts. This evaluates how the impact of the Four Ps varies

across different establishments and identifies which strategies are most successful in

acquiring and customers.

By analyzing these relationships, the study seeks to provide insights into which

marketing approaches are most effective in increasing customer interest and bookings.

The findings will contribute to a better understanding of successful marketing strategies

for beach resorts in Dauin, ultimately guiding operators in optimizing their promotional

efforts to improve customer acquisition.

Statement of the Problem

This research aims to conduct a causal-comparative analysis on the effectiveness

of marketing strategies employed by selected beach resort operators in Dauin, Negros

Oriental. Specifically, it seeks to answer the following questions:

1. What is the most common marketing strategy employed by resorts in Dauin,

Negros Oriental in terms of:

a. Product

b. Price

c. Place
 d. Promotion

2. Which marketing strategies are most strongly associated with improved

customer acquisition?

3. To what extent are these marketing strategies effective in achieving customer

acquisition?

4. What are the significant differences in the effectiveness of marketing strategies

among the resorts?

Statement of the Hypotheses

The hypotheses of this research is:

1. H₀ₐ: There is no dominant product-related marketing strategy employed

by resorts in Dauin, Negros Oriental.

H₁ₐ: There is a dominant product-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀b: There is no dominant price-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₁b: There is a dominant price-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀c: There is no dominant place-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

 H₁c: There is a dominant place-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀d: There is no dominant promotion-related marketing strategy

employed by resorts in Dauin, Negros Oriental.

H₁d: There is a dominant promotion-related marketing strategy employed

by resorts in Dauin, Negros Oriental.

2. H₀a: There is no significant association between product-related

marketing strategies and improved customer acquisition.

H₁a: There is a significant association between product-related marketing

strategies and improved customer acquisition.

H₀b: There is no significant association between price-related marketing

strategies and improved customer acquisition.

H₁b: There is a significant association between price-related marketing

strategies and improved customer acquisition.

H₀c: There is no significant association between place-related marketing

strategies and improved customer acquisition.

H₁c: There is a significant association between place-related marketing

strategies and improved customer acquisition.

H₀d: There is no significant association between promotion-related

marketing strategies and improved customer acquisition.

 H₁d: There is a significant association between promotion-related

marketing strategies and improved customer acquisition.

3. H₀ₐ: Product-related marketing strategies are not significantly effective in

achieving customer acquisition.

H₁ₐ: Product-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀b: Price-related marketing strategies are not significantly effective in

achieving customer acquisition.

H₁b: Price-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀c Place-related marketing strategies are not significantly effective in

achieving customer acquisition.

H₁c: Place-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀d: Promotion-related marketing strategies are not significantly effective

in achieving customer acquisition.

H₁d: Promotion-related marketing strategies are significantly effective in

achieving customer acquisition.

4. H₀: There are no significant differences in the effectiveness of marketing

strategies among the resorts in Dauin, Negros Oriental.

 H₁: There are significant differences in the effectiveness of marketing

strategies among the resorts in Dauin, Negros Oriental.

Significance of the Study

This study titled a causal-comparative study on the effectiveness of marketing

strategies employed by selected beach resort operators in Dauin, Negros Oriental,

provided valuable insights to help resort operators identify the most effective marketing

approaches that contributed to customer acquisition, enabling them to make data-driven

decisions to remain competitive in the local tourism industry.

Specifically, the study could be beneficial to the following:

Resort Owners. This study could provide resort owners in Dauin with insights into the

most effective marketing strategies for attracting and retaining customers. By identifying

successful strategies, owners would be able to improve their marketing efforts, adjust

their offerings, and enhance profitability and long-term business success.

Resort Managers. Resort managers could benefit from a better understanding of how

different marketing strategies affected customer acquisition. The study’s findings could

help managers make informed decisions about marketing, pricing, and resource

allocation, improving operational efficiency and alignment with the resort's goals.

Customers. The study could indirectly benefit customers by helping resorts improve

their marketing strategies to meet customer preferences. This could lead to better

services, promotions, and experiences, which would increase customer satisfaction and

loyalty.
Tourism Organizations. Tourism organizations and policymakers could find the study

useful in understanding effective marketing strategies within the resort industry. The

findings could guide the development of policies and tourism campaigns that promoted

Dauin as a leading destination, supporting sustainable tourism growth.

Future Researchers. This study added to the academic literature on tourism marketing

and provided a foundation for future research. Researchers could build on these findings

to explore marketing strategies in other regions or examine other factors influencing the

success of marketing in the tourism industry.

Community. The local community in Dauin could benefit from the study as improved

marketing strategies in resorts drove economic growth. Increased tourism could lead to a

higher demand for local goods and services, creating job opportunities and supporting

small businesses.

Scope and Delimitation of the Study

The scope of the study were selected beach resort operators in Dauin, Negros

Oriental. The study aimed to compare and evaluate the effectiveness of marketing

strategies employed by these selected beach resorts, specifically those with direct beach

access and walk-in accommodations. It focused on identifying the most common

marketing strategy, the most effective marketing strategy, and the differences in the

effectiveness of the marketing approaches employed in attracting customers and

sustaining a competitive advantage.

The study was limited to selected beach resort operators in Dauin, Negros

Oriental, and did not include operators from other areas or regions. It focused on
comparing and evaluating the effectiveness of marketing strategies used by these beach

resorts, particularly in terms of customer acquisition. The research assessed the strengths

and weaknesses of marketing approaches utilized by the beach resort operators. Resorts

without beach access or those that did not offer walk-in accommodations were excluded

from this study. Therefore, the findings may not be applicable to resorts in other regions

or those that did not meet the specified criteria.

Research Methodology

Research Design

This study utilized a quantitative research design to compare the effectiveness of

marketing strategies employed by selected beach resort operators in Dauin, Negros

Oriental. The quantitative approach was chosen to guide resort operators in identifying

the most effective marketing approaches that contributed to customer acquisition,

enabling them to make data-driven decisions to remain competitive in the local tourism

industry.

Research Environment

The research was conducted exclusively within Dauin, Negros Oriental, a coastal

municipality known for its rich marine biodiversity and world-renowned dive sites. The

respondents of the study were the selected beach resort operators in the area.

Research Respondents

The participants of this study were 30 selected beach resort operators in Dauin,

Negros Oriental. Purposive-convenience sampling was employed to ensure that the

participants met the specified criteria, responded within the required time, and were

easily accessible to the researchers. The respondents were chosen based on the following

criteria: the respondent had to be the owner, manager, or marketing officer responsible

for making marketing decisions; the respondent had to be willing to participate in the

study and provide honest insights; the resort had to have beach access and cater to walk-

in customers; the resort had to be actively engaged in marketing activities; and the resort

had to have been operational for at least one year. According to Shah (2024), a minimum

of one year of operation allowed for the implementation and assessment of various

marketing strategies, enabling the identification of trends and the evaluation of their

effectiveness over time. Participation was entirely voluntary, and the respondents were

informed about the purpose of the research and the confidentiality of their responses prior

to data collection.

Research Instrument

This study titled a causal-comparative study on the effectiveness of marketing

strategies among selected beach resort operators in Dauin, Negros Oriental, utilized

survey questionnaires as the main research instrument. These questionnaires were

designed to gather information about the marketing strategies employed, their

effectiveness, and the differences in the effectiveness of the marketing strategies used.

The study used a quantitative research approach to analyze the collected data, allowing

the researchers to compare and evaluate the effectiveness of various marketing strategies

among the selected beach resort operators.

Research Procedure
 Before conducting the study, the researchers first sought approval from the

Practical Research II adviser to proceed with data collection. They then sought

permission from resort operators in the Municipality of Dauin through formal letters,

explaining the study’s purpose, which was to evaluate and compare the effectiveness of

various marketing strategies employed by selected resorts. The study focused on

identifying strategies that contributed to customer acquisition, while also uncovering

factors that may have limited their success. Using purposive-convenience sampling, the

researchers selected 30 resorts with beach access that catered to walk-in customers based

on their operational status, reputation, accessibility, and willingness to participate in the

study. Resort operators with in-depth knowledge of their resorts’ marketing strategies

were chosen as respondents.

The researchers utilized a survey questionnaire to gather data on the resorts’

marketing strategies and their effectiveness. The survey focused on areas such as

customer acquisition. Participants were given time to carefully read and answer the

questions to ensure they fully understood them and felt comfortable with the process. The

researchers remained available to clarify any questions or instructions as needed,

ensuring that the respondents were confident in providing their answers. Confidentiality

was emphasized, and the responses were used solely for academic purposes. After

completing the survey, the researchers thanked the participants and reassured them that

their responses would be handled with strict confidentiality.

Statistical Treatment of Data

 The data gathered in this study were analyzed using descriptive statistics and One-

way Analysis of Variance (ANOVA) to effectively address the research objectives.

Descriptive statistics, including frequency, mean, and standard deviation, were utilized to

summarize the data and provide insights into the most common marketing strategies

employed by selected beach resort operators in Dauin, Negros Oriental, and the

marketing strategies that are highly associated with improved customer acquisition.

According to Hayes (2024), descriptive statistics consisted of three basic categories of

measures: measures of central tendency, measures of variability (or spread), and

frequency distribution. This allowed the researchers to identify patterns and trends related

to the adoption of various marketing strategies.

To determine the differences in the effectiveness of these strategies in achieving

customer acquisition, ANOVA was applied to compare the perceived effectiveness across

different resorts. This statistical method enabled the researchers to assess whether

significant differences existed in the effectiveness of marketing strategies among the

selected beach resorts (Kenton, 2024). By employing these statistical treatments, the

study aimed to provide data-driven insights that could guide resort operators in

optimizing their marketing approaches to remain competitive in the local tourism

industry.

Treatment of Data

The data collected for this study were analyzed using descriptive statistics and

One-way Analysis of Variance (ANOVA). These methods ensured that the findings were

accurately summarized and clearly presented, providing insights into the effectiveness of
marketing strategies (Product, Price, Place, Promotion) in customer acquisition among

selected beach resort operators in Dauin, Negros Oriental.

Scaling and Quantification

A 5-point Likert scale was utilized to identify the most common marketing

strategy, the most effective marketing strategy in terms of customer acquisition, to

measure the extent of effectiveness, and the perceived effectiveness of each marketing

strategy. This method provided a systematic and quantifiable representation of the

respondents' perceptions, allowing for a clear comparison across the four strategies.

The Likert scale was divided into specific categories based on the objectives of

the study:

For the Most Commonly Used Marketing Strategies Marketing Strategy Associated

with Improved Customer Acquisition

5 – Strongly Agree: Indicates that the marketing strategy is frequently used and is

highly effective in acquiring new customers.

4 – Agree: Suggests that the strategy is commonly used and helps attract

customers.

3 – Neutral: Represents that the strategy is occasionally used and has no

significant positive or negative effect on customer acquisition.

2 – Disagree: Implies that the strategy is rarely used and has limited success in

attracting customers.
 1 – Strongly Disagree: Reflects that the strategy is not used or is ineffective in

improving customer acquisition.

For the Marketing Strategy Most Strongly Associated with Improved Customer

Acquisition

5 – Strongly Agree: Indicates that the marketing strategy is highly successful in

improving customer acquisition.

4 – Agree: Suggests that the strategy is generally useful in improving customer

acquisition.

3 – Neutral: Represents that the strategy has neither a significant positive nor

negative effect.

2 – Disagree: Implies that the strategy has limited success in acquiring customers.

1 – Strongly Disagree: Reflects that the strategy fails to improve customer

acquisition.

For the Effectiveness of Marketing Strategies

5 – Very Effective: Indicates that the marketing strategy is highly successful in

improving customer acquisition.

4 – Effective: Suggests that the strategy is generally useful in attracting

customers.
 3 – Neutral: Represents that the strategy has neither a significant positive nor

negative effect.

2 – Less Effective: Implies that the strategy has limited success in attracting

customers.

1 – Not Effective: Reflects that the strategy fails to improve customer acquisition.

Likert Scale Interval

The Likert scale interval used in interpreting the data, this study was adapted from

the study of Jalagat (2017), as cited by Worku and Gita (2024). This classification system

interprets mean scores as follows:

● 4.21 – 5.00: Very Large Extent

● 3.41 – 4.20: Large Extent

● 2.61 – 3.40: Neutral

● 1.81 – 2.60: Little Extent

● 1.00 – 1.80: Very Little Extent

This scale provided a clear and consistent framework for evaluating and

interpreting the respondents' perceptions of the effectiveness of each marketing strategy.

One-way Analysis of Variance (ANOVA)

To determine whether there were significant differences in the perceived

effectiveness of the four marketing strategies, a One-way Analysis of Variance

(ANOVA) was conducted. This statistical method compared the means of multiple
groups to identify whether the observed differences are statistically significant (Kenton,

2024).

Mean

The mean is a statistical measure that represents the average value of a dataset. In this

study, the mean was utilized to determine the overall response to specific questions

related to the effectiveness of marketing strategies among beach resorts in Dauin. By

computing the mean, the researchers were able to assess the general perception of

respondents regarding various marketing components. The formula for calculating the

mean is:

Where:

• µ = population mean

• Σ× = sum of responses

• n = total number of respondents

Weighted Mean

The weighted mean was employed to calculate the overall response, considering the

varying levels of importance assigned to different marketing strategies. This method

provided a more accurate representation of respondents' perceptions by accounting for the

relative significance of each factor. The formula for calculating the weighted mean is:

Standard Deviation

Standard deviation is a statistical measure used to determine the extent of variation or

dispersion in a dataset. In this study, standard deviation was employed to assess the

consistency of responses regarding the effectiveness of different marketing strategies

among beach resorts in Dauin. A lower standard deviation indicates that responses are

closely clustered around the mean, while a higher standard deviation suggests greater

variability in perceptions. The formula for calculating standard deviation is:

Operational Definition of Terms

Marketing Strategies - the method used by beach resorts in Dauin, Negros

Oriental, in terms of the 4Ps (Product, Price, Place, Promotion) of Marketing.

Beach Resort - resorts that have access to a beach in Dauin, Negros Oriental,
catering to walk-in customer, accommodations and other services to tourists and visitors.

Operators - individuals who were responsible for managing and overseeing the
marketing activities of beach resorts in Dauin.

Effectiveness - the success of marketing strategies in achieving their goals, such

as customer acquisition.
 CHAPTER II: PRESENTATION, ANALYSIS, AND INTERPRETATION OF

DATA

This chapter contains data from the survey questionnaires regarding the most

common marketing strategy in terms of product, price, place, and promotion, the

marketing strategies that are most strongly associated with improved customer

acquisition, the extent of effectiveness of marketing strategies in customer acquisition,

and the significant differences in the effectiveness of marketing strategies among the

selected beach resort operators in Dauin, Negros Oriental.

I. Most Common Marketing Strategy in terms of Product, Price, Place, and

Promotion

Table 1. Product-related Marketing Strategies

Product Mean

1. Cleanliness 4.6

2. Design, layouts, and amenities 4.43

3. Food and beverage options 4.3

 4. Maintained recreational activities 4.13

5. Customer service 4.4

Weighted Mean 4.37

Cleanliness received the highest rating at 4.6, reinforcing its importance. Design,

layouts, and customer service followed with 4.43 and 4.4, respectively. Food and

beverage scored 4.3, while maintained recreational activities had the lowest at 4.13,

suggesting room for improvement. The weighted mean for product strategies is 4.37,

confirming its strong impact on marketing success.

According to Evangelista & Ylagan (2022), cleanliness is supreme when a guest

needs to check in at a resort. The most significant factor resorts need to focus on is

understanding the importance of hygiene and sanitation. Maintained recreational

activities received the lowest rating of 4.13, suggesting that guests may focus more on

other aspects of their stay. According to Hutami (2021), well-maintained and varied

recreational activities help improve guest satisfaction and make resorts more appealing.

This means that enhancing the quality and variety of activities could create a better

overall experience for guests.

Table 2. Price-related Marketing Strategies

Price Mean

6. Competitive pricing strategy 4.3

 7. Seasonal and promotional adjustments 3.77

8. Positive responses to special pricing offers 4.17

9. Flexible pricing options 4.2

10. Attractive package deals 4.07

Weighted Mean 4.1

Competitive pricing strategies ranked highest at 4.3, followed by flexible pricing

options at 4.2. Special pricing offers scored 4.17, while attractive package deals received

4.07. Seasonal and promotional adjustments had the lowest rating of 3.77, indicating that

consistent pricing strategies may be more effective. The weighted mean for price

strategies is 4.1, showing that while pricing matters, it is not the most influential factor.

Competitive pricing strategies, which received the highest rating of 4.3, are

widely recognized for attracting customers and enhancing market positioning. According

to Abidin et al. (2023) state that businesses using competitive pricing gain a strategic

advantage by offering better value than competitors. Seasonal and promotional pricing

adjustments, which received the lowest rating of 3.77, indicate that frequent price

fluctuations may not be as effective in influencing customer purchasing behavior. As

stated by Pratt et al. (2022) suggest that while promotional pricing can generate short-

term sales increases, it does not necessarily lead to long-term customer loyalty.
Table 3. Place-related Marketing Strategies

Place Mean

11. Accessible and user-friendly booking options 4.43

12. Convenient resort location 4.1

13. Accessibility of information through online 4.2

travel platforms

14. Partnerships with travel agencies 4

15. Smooth booking through communication 4.37

channels

Weighted Mean 4.22

User-friendly booking options had the highest rating of 4.43, followed by smooth

booking through communication channels at 4.37. Online travel platform accessibility

scored 4.2, while resort location received 4.1. Partnerships with travel agencies had the

lowest rating of 4.0, suggesting that direct booking methods may be preferred. The

weighted mean for place strategies is 4.22, confirming that accessibility and booking

convenience play a crucial role in customer satisfaction.

User-friendly booking options, which had the highest rating of 4.43, show that

easy and smooth reservations improve customer experience. According to Callwood

(2022) found that simple and efficient booking systems make guests more satisfied and

encourage them to return. On the other hand, partnerships with travel agencies, which had

the lowest rating of 4.0, suggest that customers prefer booking directly. As noted by
Ismail and Rohman (2019), modern travelers choose online and direct booking because it

is more convenient and gives them more control over their reservations.

Table 4. Promotion-related Marketing Strategies

Promotion Mean

16. Social media campaigns 4.4

17. Promotional packages during special occasions 4.03

18. Collaborations with influencers and travel 3.63

networks

9. Use of promotional materials 4.17

20. Participation in local events and fairs 4.03

Weighted Mean 4.05

Social media campaigns had the highest rating of 4.4, followed by promotional

materials at 4.17. Participation in local events and special occasion promotions both

scored 4.03. Collaborations with influencers received the lowest rating of 3.63, indicating

they are less effective in the resort industry. The weighted mean for promotion strategies

is 4.05, showing that while promotions help, they are less impactful than product, price,

and place strategies.

Social media campaigns, which received the highest rating of 4.4, are widely

recognized as an effective promotional strategy in the resort industry. According to

Jeswani (2023), social media platforms enable businesses to engage with customers in
real time, increasing brand awareness and customer loyalty. On the other hand,

collaborations with influencers received the lowest rating of 3.63, suggesting they may be

less effective in the resort industry. While influencer marketing has gained popularity, its

impact varies by industry. As stated by Celestin and Sujatha (2024) influencer

endorsements are more effective in sectors where personal recommendations play a

crucial role, such as fashion and beauty.

II. Marketing Strategies that are Most Strongly associated with Improved

Customer Acquisition

The table below showed the marketing strategies that are most strongly associated

with improved customer acquisition.

Table 5. Marketing strategies associated with improved customer acquisition

Marketing Strategy Mean Rating SD

Product 4.37 0.17

Price 4.1 0.20

Place 4.22 0.18

Promotion 4.05 0.28

The findings indicate that product-related marketing strategies are most strongly

associated with improved customer acquisition, with a mean rating of 4.37, highlighting

the importance of cleanliness, amenities, and customer service in attracting and retaining
customers. Place-related marketing strategies followed with a mean of 4.22, emphasizing

the significance of location and accessibility in customer decisions. Price-related

marketing strategies ranked third with a mean of 4.1, showing that affordability and

flexible pricing options remain essential factors. Promotion-related marketing strategies

had the lowest mean of 4.05, suggesting that while promotional efforts are valuable, they

may not be as impactful as product, place, and pricing strategies. The standard deviation

values reveal the consistency of responses, with product strategies having the lowest

variation at 0.17, indicating strong agreement among respondents. Promotion strategies

had the highest variation at 0.28, suggesting more diverse opinions on their effectiveness.

Olivar et al. (2022) found that the products and services offered by resorts are

essential marketing factors, as they directly influence customer satisfaction, enhance

guest experience, and contribute to overall business success. Similarly, Zulfikar (2023)

emphasized that while promotional strategies help increase brand awareness, they are

often less effective in driving long-term customer loyalty compared to strong product and

pricing strategies.

III. Extent of Effectiveness of Marketing Strategies in Customer Acquisition

The table below showed the extent of effectiveness of the marketing strategies in

acquiring new customers.

Table 6. Extent of Effectiveness of Marketing Strategies in Customer Acquisition

Verbal
Marketing Strategy Count Sum Mean Rating Interpretation
 Product 30 129 4.3 Very Large Extent

Price 30 130 4.33 Very Large Extent

Place 30 131 4.37 Very Large Extent

Promotion 30 120 4.0 Large Extent

The findings revealed that three of the four marketing strategies; product; price;

and place, has a very large extent of effectiveness with mean ratings of 4.3, 4.33, and

4.37, respectively. Promotion-related marketing strategies has a mean rating of 4.0,

indicating a large extent of effectiveness.

Physical location can shape a guest's decision-making in choosing resort

accommodation. According to Diego and Wisker (2024), resort locations such as its

accessibility, visibility, and convenience can enhance a guest’s perception of overall

value. A well-developed product that aligns with customer needs enhances satisfaction

and brand loyalty. Liu and Sun (2020) emphasized that product quality, design, and

innovation are essential in maintaining a competitive advantage. Similarly, pricing

strategies play an important role in influencing consumer behavior. Subrahmanyam and

Arif (2022) stated that businesses must implement strategic pricing models, such as

value-based and competitive pricing, to attract and retain customers. Promotional efforts,

including advertising, digital marketing, and promotional discounts, contribute

significantly to brand awareness and customer engagement. According to Maceda (2023),

effective promotional strategies strengthen customer interaction and enhance brand

recognition.
IV. Differences in the Effectiveness of Marketing Strategies of selecteded Resort

Operators

This section presented the difference in the effectiveness of the marketing

strategies of the selected beach resort operators in Dauin, Negros Oriental.

Table 7. One-way ANOVA for the Difference in the Effectiveness of Marketing

Strategies

F P-value F crit

1.7743 0.1559 2.6828

A one-way ANOVA was conducted to compare the differences in the

effectiveness of the marketing strategies employed by the selected beach resort operators

in Dauin, Negros Oriental. The table above showed an F-value of 1.7743 and a P-value of

0.1559. Since P-value < 0.05, the results revealed that there is no significant difference in

the effectiveness of the four marketing strategies.

CHAPTER III: SUMMARY OF FINDINGS, CONCLUSIONS,

RECOMMENDATIONS

Restatement of the Problem

This research aims to conduct a causal-comparative analysis on the effectiveness

of marketing strategies employed by selected beach resort operators in Dauin, Negros

Oriental. Specifically, it seeks to answer the following questions:

 1. What is the most common marketing strategy employed by resorts in Dauin,

Negros Oriental in terms of:

a. Product

b. Price

c. Place

d. Promotion

2. Which marketing strategies are most strongly associated with improved

customer acquisition?

3. To what extent are these marketing strategies effective in achieving customer

acquisition?

4. What are the significant differences in the effectiveness of marketing strategies

among the resorts?

Restatement of the Hypotheses

The hypotheses of this research is:

5. H₀ₐ: There is no dominant product-related marketing strategy employed

by resorts in Dauin, Negros Oriental.

 H₁ₐ: There is a dominant product-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀b: There is no dominant price-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₁b: There is a dominant price-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀c: There is no dominant place-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₁c: There is a dominant place-related marketing strategy employed by

resorts in Dauin, Negros Oriental.

H₀d: There is no dominant promotion-related marketing strategy

employed by resorts in Dauin, Negros Oriental.

H₁d: There is a dominant promotion-related marketing strategy employed

by resorts in Dauin, Negros Oriental.

6. H₀a: There is no significant association between product-related

marketing strategies and improved customer acquisition.

H₁a: There is a significant association between product-related marketing

strategies and improved customer acquisition.

H₀b: There is no significant association between price-related marketing

strategies and improved customer acquisition.

 H₁b: There is a significant association between price-related marketing

strategies and improved customer acquisition.

H₀c: There is no significant association between place-related marketing

strategies and improved customer acquisition.

H₁c: There is a significant association between place-related marketing

strategies and improved customer acquisition.

H₀d: There is no significant association between promotion-related

marketing strategies and improved customer acquisition.

H₁d: There is a significant association between promotion-related

marketing strategies and improved customer acquisition.

7. H₀ₐ: Product-related marketing strategies are not significantly effective in

achieving customer acquisition.

H₁ₐ: Product-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀b: Price-related marketing strategies are not significantly effective in

achieving customer acquisition.

H₁b: Price-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀c Place-related marketing strategies are not significantly effective in

achieving customer acquisition.

 H₁c: Place-related marketing strategies are significantly effective in

achieving customer acquisition.

H₀d: Promotion-related marketing strategies are not significantly effective

in achieving customer acquisition.

H₁d: Promotion-related marketing strategies are significantly effective in

achieving customer acquisition.

8. H₀: There are no significant differences in the effectiveness of marketing

strategies among the resorts in Dauin, Negros Oriental.

H₁: There are significant differences in the effectiveness of marketing

strategies among the resorts in Dauin, Negros Oriental.

Summary of Findings

The study on the effectiveness of marketing strategies employed by beach resort

operators in Dauin, Negros Oriental, revealed significant insights into customer

acquisition. Among the four marketing strategies analyzed, product-related strategies had

the strongest influence, with a weighted mean of (4.37). Cleanliness ranked highest (4.6),

followed by design/layout (4.43) and customer service (4.4), underscoring the importance

of maintaining high-quality amenities and services.

Place-related strategies ranked second (4.22), emphasizing the importance of

user-friendly booking systems (4.43) and seamless communication (4.37) in ensuring

accessibility for potential customers. Price-related strategies followed with a weighted

mean of (4.1), where competitive pricing (4.3) and flexible pricing options (4.2) proved

more effective than seasonal or promotional adjustments (3.77).

Promotion-related strategies had the lowest overall mean (4.05), indicating that

while promotional efforts contributed to customer acquisition, they were not as impactful

as the other three factors. Social media campaigns (4.4) emerged as the most effective

promotional tool, while collaborations with influencers (3.63) showed the least influence.

Statistical analysis revealed that product, price, and place-related strategies had a

very large extent of effectiveness, with mean ratings of (4.37), (4.33), and (4.3),

respectively. Promotion strategies had a large extent of effectiveness (4.0) but showed the

highest variation in responses (SD = 0.28), indicating diverse opinions on their impact.

Meanwhile, product strategies had the lowest variation (SD = 0.17), demonstrating strong

agreement among respondents regarding their effectiveness.

The findings confirm that product quality, accessibility, and pricing strategies are

key drivers of customer acquisition in the resort industry, with promotional efforts

playing a supporting role.

Conclusion

Recommendation
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 APPENDICE
S

Appendix A

Permission Letter
Appendix B

Pre-Survey Questionnaire