Marketing Practices of Beach Resorts in Bauang, La Union (2011)

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dc.contributor.advisorSan Jose, Ma. Luisa O.
dc.contributor.authorAbrenica, Charlotte T.
dc.contributor.authorBinas-o, Alona A.
dc.contributor.authorGomez, Joan L.
dc.contributor.authorMontemayor, Monica Camelle B.
dc.contributor.authorOctaviano, Jemelyn C.
dc.contributor.authorTimon, Phoebe Anne G.
dc.contributor.chairNovencido, Rosa M.
dc.contributor.committeememberValdez, Generose R.
dc.contributor.committeememberGacayan, Daniel В.
dc.contributor.committeememberJavonitalla, Josephine G.
dc.date.accessioned2026-05-21T07:05:50Z
dc.date.available2026-05-21T07:05:50Z
dc.date.issued2012-03
dc.descriptionFull text
dc.description.abstractThis study was about the marketing practices of beach resorts at Bauang La Union for the year 2011. Specifically, it dealt on the profile of the establishments, owners/ managers and employees; the marketing practices and the level of implementation and level of effectiveness, marketing problems encountered and the degree of seriousness of problems encountered by the establishments. The study utilized two groups of respondents. These were the owners/managers and the employees. The significant findings of the study were as follows: Majority or 41.6% of the twelve (12) beach resorts operating in Bauang, La Union have been existing from 6-10 years. Personal savings had been the source of capital of the total respondents. The beach resorts had an initial capital of P 15,000,001 - Р 200,000,000. As to current capital had P 20,000,000 and above and had P 15,000,001 - P20, 000,000. When it comes to resort ratings of the respondent beach resorts most was accredited as a Special Interest Resorts. Majority of the respondent owners/managers belong to the age bracket of 26-30 years old while majority of the respondent employees belong to the age bracket of 21-25 years old. Most of the owners/managers and employees were females. Majority of the respondent owners/managers were married while majority of the employees were single. As to their educational attainment, majority of the respondent owners/managers as well as employees were college graduates. All the owners/managers and majority of the employee had attended several seminars and training. On marketing practices of beach resorts in terms of product, specifically on product objectives, the primary practices were "Properly maintained furniture and fixtures", "Provides total quality meal service" and "Security/loss prevention department/area is visible for guests". On product policy, it was the "First Come, First Serve Accommodation" that was primarily considered. Along price, the most considered marketing practice was "Price is determined by the daily/hourly rate accommodations". Along promotion, particularly to sales promotion, the most considered marketing practice was "Giving Discount". With regard to advertising, the most considered was advertising through Word of Mouth. On public relation, the most considered practice was Sponsorship. The over-all level of implementation of all the marketing practices of beach resorts operating in Bauang, La Union was highly implemented. With regard to product, the product objectives were highly implemented (4.22). In terms of pricing, the implementation was high (4.47). For promotion, the different marketing practices were Highly Implemented (3.36). The over-all level of Effectiveness of the Marketing Practices of Beach Resorts in Bauang, La Union was Highly Effective as to the respondent owner/manager and employees. With regard to product on the product objectives, it was Highly Effective (4.11). As to pricing, its level of Effectiveness was Highly Effective (4.37). In terms of promotion with regard to sales promotion, advertising and public relations, their levels of effectiveness were Highly Effective (3.98). The marketing problems encountered by the establishments as stated by the respondent owner/manager and employees were as follows: In product, with regard to product objectives in terms of Accommodation, the most considered problem was "Rooms are not Properly Maintained" while Food and Beverages, the most considered problem was "Other items in the menu are not always available". In terms of facilities, the main problem of the twelve beach resorts was "Shuttle services are not available for guests' transfers". In product policy, the most considered problem was "Late Reservations of Guests". The most considered problem of owner/manager in pricing was "Economic Depression" while for the employees it was "price changes as season changed". When it comes to promotion, "ineffective sales campaign", "expensive ad campaign" and "lack of information about the establishment" were the most considered problem. The Degree of Seriousness of Problems encountered by the beach resorts operating in Bauang, La Union were as follows: The over-all degrees of seriousness of problems being encountered by the beach resorts for the owner/manager as well as to the employees in product specifically to product objectives were Fairly Serious. In terms of product policies, the degree of seriousness of problems being encountered by the beach resorts for the owner/manager was Fairly Serious while for the employees it was Not Serious. In pricing, both the owner/manager and the employees agreed that the degree of seriousness of problems being encountered were Fairly Serious. In promotion, the problems that have been encountered by the owner/manager were Not Serious while for the employees they were Fairly Serious. Based on the findings, the following conclusions were drawn. The owners/managers and employees of the beach resorts were competent as evidenced by their educational background and the knowledge and skills that they had acquired from the training and seminars attended. The beach resorts implement the marketing practices that were suited to the needs and interests of their guests. The beach resorts were competitive and with sustained operations through quality services offered to clients and guests. The beach resorts provide quality services and accommodations that guarantee full customer satisfaction and better customer relation that bring about continued operations. The problems encountered on the marketing practices of the beach resorts were minimal. The beach resorts considered the problems manageable and can easily be resolved.
dc.format.extentxv, 87 p.: ill. (col.).
dc.identifier.citationAbrenica, C. T., Binas-o, A. A., Gomez, J. L., Montemayor, M. C. B., Octaviano, J. C., & Timon, P. A. G. (2012). Marketing Practices of Beach Resorts in Bauang, La Union (2011). [Unpublished Undergraduate Thesis]. Don Mariano Marcos Memorial State University - Mid La Union Campus, City of San Fernando, La Union. Lakasa ti Sirib, DMMMSU Institutional Repository.
dc.identifier.urihttps://lakasa.dmmmsu.edu.ph/handle/123456789/1591
dc.language.isoEnglish
dc.publisherDon Mariano Marcos Memorial State University – Mid La Union Campus
dc.rights.licenseCC BY 4.0
dc.sdgSDG 8
dc.sdgSDG 14
dc.titleMarketing Practices of Beach Resorts in Bauang, La Union (2011)
dc.typeThesis
dcterms.accessRightsOpen access
thesis.degree.disciplineCollege of Arts and Management
thesis.degree.levelUndergraduate
thesis.degree.nameBachelor of Science in Business Administration
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