Advisers

Christine A. Alinabo

Discipline

Marketing

Abstract

This research investigates the effectiveness of the marketing strategies adopted at Dream Island Resort based on the 7 P's within the framework of Marketing Mix: product, price, place, promotion, people, process, and physical evidence. In evaluating the tourists' perspective, this research will determine which marketing aspects related to the resort are implemented most successfully and what aspects need further enhancement. Its results will be very useful not only for the management of Dream Island Resort but also for other tourism businesses willing to enhance their marketing activities and contribute to sustainable tourism development in the area. The research focused on understanding how the resort's marketing practices attract visitors and influence their overall experience. Utilizing a descriptive-quantitative research design, the study involved 75 tourists who served as respondents through survey questionnaires. The study analyzed the demographic profile of visitors, assessed the resort's marketing strategies using the 7 P's of Marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence), and identified the challenges encountered by tourists during their visit. The results showed that most visitors to were young adults aged 21-23, mostly female and local tourists. Most were first-time visitors, influenced mainly by word-of-mouth and online advertisements. In terms of marketing, respondents rated the resort’s products, services, staff, and promotions as effective. The “Place” aspect received the highest mean rating of 3.35 due to its peaceful and relaxing environment. However, accessibility was a concern, with 41.61% reporting difficulties reaching the resort because of limited transportation and unclear directions. Despite this, the resort was considered affordable, enjoyable, and able to meet visitor expectations. The discussion highlight that Dream Island Resort appeals strongly to the local youth market, but improvements are needed in transportation access, advertising accuracy, and activity offerings to remain competitive. Recommendations include enhancing access routes, maintaining affordable pricing with value-added packages, upgrading facilities, strengthening digital marketing efforts, and conducting regular staff training. Implementing these strategies is expected to enhance guest satisfaction, strengthen market presence, and support tourism sustainability in the DRT, Bulacan area.

Keywords

marketing strategies, tourism development, dream island resort