COMPETITIVE ADVANTAGE OF DALAMPASIGAN BEACH RESORT

CORPORATION: ASSESSING MARKET STATUS AND DIRECTION

A Research

Presented to the

Faculty of School of Accountancy and Business Management

College of Sciences, Technology and Communications, Inc.

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Science in Business Administration

Major in Marketing Management

Jimwell Buhat
Jaylo Coronel
Justine Mark Culla
Marizel Dedace

May 2025
 APPROVAL SHEET
A Research of
Jimwell F. Buhat

Jaylo R. Coronel

Justine Mark L. Culla

Marizel A. Dedace

Entitled
“COMPETITIVE ADVANTAGE OF DALAMPASIGAN BEACH RESORT
CORPORATION: ASSESSING MARKET STATUS AND DIRECTION”

Submitted in Partial Fulfillment of the

Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT
In School of Accountancy and Business Management
College of Sciences, Technology and Communications, Inc.
has been approved by the Committee

Mark Anthony C. Delgado, CPA, LPT, MBA Angela J. Nieva – Lustanas,

PhD
Member Member

Nona Bhel Sevilla – Limbo, DBA

Chairperson

Lorejoy O. Cabalsa, MBA Nona Bhel Sevilla – Limbo, DBA

Adviser Dean, School of Accountancy and
Business Management

Accepted in Partial fulfillment of the requirements for the Degree

Bachelor of Science in Business Management Major in Marketing Management
_____________ JOHN MARC R. MENDOZA, PhD
Date Vice President for Academic Affairs

CERTIFICATE OF ORIGINALITY

I/We hereby declare that the thesis entitled:

COMPETITIVE ADVANTAGE OF DALAMPASIGAN BEACH RESORT CORP.:

ASSESSING MARKET STATUS AND DIRECTION

is my/our own work and that, to the best of my/our knowledge and belief, contains no
material previously published or written by another person nor material to which to a
substantial extent has been accepted for award of any other degree or diploma of a
university or other institute of higher learning, except where due acknowledgement is
made in the text.

I/We also declare that the intellectual content of this thesis is the product of our work,
even though we may have received assistance from others on style, presentation and
language expression.

________________________ _______________________
Signature over Printed Name Signature over Printed Name

________________________ _______________________
Signature over Printed Name Signature over Printed Name

Date of Completion: ___________________________

(mm/dd/yyyy)

Attested by:

_________________________ Date of Completion: __________________

Research Adviser’s Signature (mm/dd/yyyy)
 ACKNOWLEDGEMENT

This study would not be possible without the generous assistance and support of
several individuals who, in one way or another, contributed and extended their valuable
time and help in the preparation and completion of the study.

To Ms. Lorejoy O. Cabalsa, their research adviser, who is more than generous
for parting her expertise and precious time. The researchers are heartily thankful to her,
whose encouragement, guidance, and support from the initial to the final level enabled
them to finish this research;

The panel members of the Oral Examination Committee, Mark Anthony C.

Delgado, PhD, Angela Nieva – Lustanas, PhD, and Nona Bhel Sevilla – Limbo, PhD,
for extending their time and effort to review the study and in giving comments,
suggestions, and recommendations to improve the contents of the study;

To Ms. Lydia Aluan, as the research grammarian, for sharing her valuable time
and long patience in reading the study carefully and correcting its grammar;

To Mrs. Angeilyn P. Luna, for giving their valuable time and a warm welcome to
the researchers during the Data Gathering Procedure;

The researchers loving parents, Mr and Mrs. Walter Buhat, Mr. and Mrs. Oscar
Coronel, Mr. and Mrs. Ramil Culla and Mr. and Mrs. Mario Dedace, for their kind
understanding, sacrifices, and unwavering support and for providing them financially and
also the greatest motivation and perseverance to complete the study; and

Most importantly, they thank Almighty God for giving them the knowledge,
wisdom, patience, and determination to conduct this research with humility and
gratitude.

-The Researchers
 DEDICATION

This study is dedicated to our supportive parents and loved ones, who have given us

motivation and courage when we have felt like giving up and who have continued

to provide moral, spiritual, emotional, and financial support. Thank you to

our friends who inspired us to complete this research. Ultimately,

we dedicate this research to our loving God, who guides

and provides the strength and knowledge

we need to complete

this paper.

-JFB, JRC, JMLC, MAD

 TABLE OF CONTENTS
Title Page

TITLE PAGE i
APPROVAL SHEET ii
ACKNOLEDGEMENT iii
DEDICATION v
TABLE OF CONTENTS vi
LIST OF FIGURES viii
LIST OF TABLES ix
ABSTRACT x

CHAPTER

1 THE PROBLEM AND ITS BACKGROUND

Introduction 2
Background of the study 3
Statement of the Problem 5
Assumption of the study 5
Conceptual frame work 6
Research paradigm 6
Significance of the study 8
Scope and limitation 9
Definition of terms 9

2 REVIEW OF RELATED LITERATURE AND STUDIES

Competitive Advantage 11
Market Status
Market Direction 14
Synthesis

3 RESEARCH METHODOLOGY

Research Design 20
Research Locale 21
Participant of the Study 22
Research Instrument 23
Data Gathering Procedures 23
 Data Analysis Technique 24

4 PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Part I - What is the background of the Business 28

Part II – What is the Competitive Advantage of Dalampasigan Beach
Resort Corporation 30
Part III – What is the Market Status of Dalampasigan Beach Resort
Corporation 31
Part IV – What is the Market Direction of Dalampasigan Beach Resort
Corporation 32

5 SUMMARIES OF FINDINGS, CONCLUSIONS, AND

RECOMMENDATIONS
Summary of Findings 33
Conclusions 35
Recommendations 36

REFERENCES

APPENDICES

A. Research instrument
B. Survey Documentation 42
 Abstract

Title : Competitive advantage of Dalampasigan Beach

Resort Corporation: Assessing Market Status and Direction

Researchers : Jimwell F. Buhat, Jaylo R. Coronel, Justine Mark L. Culla,

Marizel A. Dedace

Adviser : Lorejoy O. Cabalsa, MBA

The goal of this study is to know the competitive advantage of the Dalampasigan Beach
Resort Corp. This study focuses on assessing the market status and market direction of
the resort. The goal is also to assess the manager’s point of view to make the study
more successful. The researchers conduct interviews to gather insights from the
participants. The findings revealed that the owner is successfully running the business
with competitive strategies that help the growth of the business. It is indicated that the
resort has the capabilities to achieve superior performance focusing on key factors such
as location, exclusivity, service excellence, unique amenities and immersive experience.
In their interview conducted they see how important to resort to have strategic decisions
regarding infrastructure, sustainability , and customer relationship management to have
a sustainable competitive edge. Furthermore, it considers the impact of external factors,
including evolving consumer preferences, environmental concerns, and economic
fluctuations, on the ability of beach resorts to maintain their competitive advantage

Keywords: competitive advantage, market status and market direction

 CHAPTER 1

The Problem and Its Background

Introduction

In today’s competitive business environment, gaining and maintaining a

competitive edge has become essential for businesses striving to succeed in their

respective industries. For tourism and hospitality sectors, their success depends on

responding to shifting market trends, evolving consumer preferences, and the growing

demand for sustainable practices. Currently, beach resorts face increasing challenges

as they compete in a recovering tourism industry. Despite gradual increases in tourist

arrivals, the sector remains unstable, so resorts need to figure out what sets them apart

and differentiate themselves to remain successful and thrive amid intense competition

(Mendaña & Apritado, 2021).

Competitive advantage refers to the strategic position that allows a business to

outperform its competitors and generate higher profits. It requires delivering superior

value and effectively communicating it to customers (Laskowski, 2024). For businesses

in the marketing and business industry, understanding and using this advantage is very

important to stay competitive. In the Philippines, businesses like beach resorts play a

major role in the local economy by attracting visitors who seek relaxation and

recreational activities. However, with more people now seeking eco-friendly travel

options and personalized experiences, smaller beach resorts are finding it harder to stay

competitive and meet these changing demands (Department of Tourism Philippines,

2021).
 Although beach resorts are important to the local economy, they continue to face

challenges. As more travelers prefer nature-based activities such as eco-friendly trips

and cultural tours, resorts must adjust their services to keep up with these changing

preferences and stay relevant in the market (Department of Tourism, 2021). Additionally,

there is little research on how smaller beach resorts can build competitive advantages to

cater to the growing demand for sustainable and unique travel experiences. This gap

prompted the researchers to conduct this study, aiming to identify strategies that can

help these businesses succeed in an ever-changing and competitive market.

Overall, this study aims to bridge the gap by examining the competitive

advantage and market status as well as direction of Dalampasigan Beach Resort

Corporation. A proper assessment of the position of the resort in the market would

expose the growth areas it can exploit sustainably and innovatively within that context.

The findings will not only benefit the corporation Dalampasigan Beach Resort but will

also be of great value to other local tourism enterprises wishing to remain competitive.

The researchers intend to support the Philippine tourism industry in addressing major

concerns towards sustainable tourism practices in addition to maximizing economic

competitiveness at the local level.

Background of the Study

Dalampasigan Beach Resort has been a favorite spot for both local and

international visitors since it opened in 1990 in Sariaya, Quezon. With its 10-hectare

property, the resort offers a beachfront, recreational grounds, picnic halls, and a large

swimming pool. It is well-known for being budget-friendly and ideal for big groups,
making it a go-to place for team-building events, family gatherings, and relaxing

getaways (Guzman, 2014).

While Dalampasigan Beach Resort has built a solid reputation for its affordability

and suitability for large groups, its market status shows significant challenges in adapting

to the evolving preferences of modern travelers. People today are no longer drawn to

just basic amenities like beachfront access and recreational spaces. Instead, they prefer

experiences that match their values and interests, such as eco-friendly

accommodations, cultural activities, and personalized services that let them connect with

the destination in a deeper way (Dimanche and Andrades, 2024). Many competing

resorts have already adjusted to these changes by adopting sustainable practices, like

eco-friendly designs and better waste management, and by offering unique activities

such as cultural workshops or guided tours that showcase local heritage. These efforts

make other resorts more attractive to environmentally conscious and experience-

focused travelers, leaving Dalampasigan stuck with its traditional approach.

Because the resort has not evolved alongside these trends, its market direction

feels outdated and unable to respond to customer demands. This puts Dalampasigan

Beach Resort at a disadvantage, as it struggles to compete with other resorts that are

more aligned with the shifting expectations of today’s travelers. Their services now risk

being perceived as insufficient in an industry that values innovation and sustainability.

Without addressing these gaps, their ability to attract new customers and retain loyal

ones may continue to decline. To remain competitive and ensure long-term growth, they

need to rethink strategies and adapt to the evolving market landscape.

This study will take a closer look at Dalampasigan Beach Resort to understand its

strengths, market position, and future opportunities. By examining how the resort
performs in local tourism, the study hopes to figure out ways it can meet the needs of

today’s travelers. The findings can add to the discussion on sustainable tourism in the

Philippines by offering practical ideas on staying competitive, going green, and adapting

to changes in the market. It will also explore new and creative ways for resorts to plan

for the future.

Statement of the Problem

The researchers seek to assess the competitive advantage, current market status, and

future market direction of Dalampasigan Beach Resort Corporation in the highly

competitive tourism industry. Specifically, it will seek to answer the following research

questions:

1. What is the background of the business?

2. What is the Competitive Advantage of Dalampasigan Beach Resort

Corporation?

3. What is the Market Status of Dalampasigan Beach Resort Corporation?

4. What is the Market Direction of Dalampasigan Beach Resort

Corporation?

Assumption of the Study

The study will provide detailed insights into Dalampasigan Beach Resort’s

business history, operational strategies, and organizational setup, offering a foundation

for evaluating its current business performance and strategic direction. This will identify

the unique business strategies or features that set Dalampasigan Beach Resort apart in
the market, such as cost-efficiency, customer loyalty, or branding, as well as potential

weaknesses that could limit its competitive position. Analyzing the market status will

highlight the resort's current share and position within the industry, its performance

metrics such as profitability and customer retention, and its competitive standing against

other players in the same market. Determine whether Dalampasigan’s business

strategies align with emerging market trends, such as sustainability and customer-centric

innovation, or whether it is at risk of stagnating due to reliance on traditional approaches.

Conceptual Framework

The conceptual framework of this study focuses on understanding the competitive

advantage of Dalampasigan Beach Resort within the business and marketing industry,

specifically by examining its market status and market direction. These concepts are

essential for evaluating how the resort can maintain a strong position in a competitive

market and adapt to changing consumer demands.

Market status refers to the resort’s position in the competitive landscape,

considering factors like market share, customer perception, and performance compared

to competitors. Analyzing these elements helps the resort identify strengths and

weaknesses, enabling it to develop strategies for maintaining or improving its

competitive position. Market direction focuses on current trends and future projections,

such as shifts in consumer behavior, technology, and industry changes.

Together, these two concepts offer a comprehensive approach to analyzing how

Dalampasigan Beach Resort can leverage its competitive advantage in the business and

marketing industry. The researchers will examine how the resort can adjust its business

strategies, improve customer engagement, and plan for future growth based on its

market status and the evolving direction of the market. It will help them have a deeper
understanding of how Dalampasigan Beach Resort can secure its position in a

competitive market while preparing for future challenges and opportunities.

Research Paradigm

Figure 1

An Input Process Output (IPO) Model on the Competitive Advantage of Dalampasigan

Beach Resort Corporation

INPUT PROCESS OUTPUT

Background of Data Collection - Market Direction

the business Interview with
the resort’s
Competitive manager
Advantage
Data Analysis -
Market Status Identifying
themes and
interpreting
responses

In the research paradigm, the "Input" is about the main areas the researchers will

look at for the study. These includes the data about the different aspects of

Dalampasigan Beach Resort's business. The "Process" is how the researchers will
collect and look at the data which will come from the answers of the resorts manager

during the interview. Lastly, the "Output" is what the researchers hope to get from the

research, which is helpful information that will guide the resort in understanding its

strengths, specifically its market direction.

This study is all about figuring out how Dalampasigan Beach Resort can use its

special advantages to stay competitive, especially since more people are looking for

eco-friendly and unique travel experiences. The researchers want to see how the resort

is doing in the market now and how it can grow in the future. They aim to provide

Dalampasigan Beach Resort with useful advice and recommendations that can help

them meet the growing demand for eco-tourism and cultural experiences.

Significance of the Study

This study is important because it helps tackle the problems and opportunities that

Dalampasigan Beach Resort Corporation and the whole tourism industry in the

Philippines are facing. The results of the study can benefit the following:

Dalampasigan Beach Resort Corporation. The study will help the dalampasigan

beach resort corporation to figure out how to improve its position in the market and stay

ahead of its competitors. It can also provide actionable insights into how to create unique

offerings to meet the growing demand for meaningful and tailored experiences.

Additionally, the study will help the resort understand its strengths and weaknesses

compared to competitors, offering clear steps to address gaps in its services. It can help

them not only retain its current customer base but also attract new markets, ensuring

long-term growth and relevance in the business landscape.

Future Researchers. This study will serve as a foundational piece for future

academic work in the tourism industry. Future researchers can build upon its findings to
explore other areas of competitive advantage, market trends, or sustainability practices

in tourism businesses, especially in small-town settings.

Researchers. The current researchers of this study will gain firsthand experience

in analyzing business strategies and market trends, which are vital skills in the field of

business and marketing. They will develop a deeper understanding of strategic analysis,

critical thinking, and the application of theoretical concepts to real-world challenges. It

will also enhance their ability to recommend practical, evidence-based solutions for

improving business performance in competitive industries.

Scope and Limitation

This research focus on examining how Dalampasigan Beach Resort Corporation

stands out in the market, how it is performing in terms of competition, and where it is

headed in the future. The study will explore how the resort fits into the local tourism

market, what tourists are seeking when it comes to sustainability, and how eco-tourism

and unique travel experiences are shaping the industry.

However, the limitations of the study include applicability since it only focuses on one

resort, wherein the results may not apply to other resorts in the Philippines. The data

also come from the resort's management during the interview, so there might be some

bias in how they respond. The research is also constrained by time because it covers a

short period and doesn’t include feedback from customers or consider how seasons

might impact business.

Definition of Terms

This section defines the important terms used in the study that can help explain the

research and give context to the study.

 Competitive Advantage. A competitive advantage is a special benefit that

distinguishes a company or organization from its rivals and enables it to outperform them

and accomplish its objectives. This makes a business better than its competitors and

helps it provide more value to its customers (Laskowski, 2024). In this study, it is used to

look at how Dalampasigan Beach Resort stands out in the tourism industry through

things like customer experience, services, and eco-friendly practices.

Market Direction. Shows how prices or trends are moving, whether they are

going up, down, or staying the same (LinkedIn, 2023). It’s crucial concept for investors

and traders to understand, as it can help them make informed decisions about buying or

selling securities. In this study, it is about how Dalampasigan Beach Resort is planning

to adjust to changing trends in the tourism market.

Market Status. Refers to the current state or condition of a financial market,

including its overall performance, trends and activity level. It provides a view of the

market’s health and direction. This is where a business stands in the market, like its

share of customers and how people view it compared to competitors (Kenton, 2024). In

this study, it is used to look at how Dalampasigan Beach Resort is seen in the market

and how it compares to other resorts.

 CHAPTER 2

Review of Related Literature and Studies

This chapter presents an in-depth review of relevant literature and studies that

support the significance and validity of the research, along with a synthesis of the study's

findings.

Competitive Advantage

According to Twin (2024), competitive advantage refers to the unique attributes

that enable a business to outdo its competitors in producing goods or giving services

differently than the competitors. It becomes an element in a firm's ability to sell more

products or earn more through a range of differentiating factors like cost structure,

product quality, branding, customer service, and more. Cost advantage helps

businesses offer lower prices by managing resources efficiently, while offer advantage

highlights unique features, such as eco-friendly accommodations, that can attract

modern travelers seeking meaningful experiences (Indeed, 2024). Positioning and

branding play vital roles in shaping a distinct market identity and building customer trust,

especially if the resort emphasizes affordability and sustainability (Victor, 2023).

Exceptional customer service enhances satisfaction and loyalty, while innovative product

offerings, like personalized travel packages or family-friendly amenities, keep the resort

competitive. These factors can help Dalampasigan Beach Resort to attract and retain

customers effectively.

In the study conducted by Sari (2022), a Structural Equation Model (SEM) was

deployed in evaluating the e-tourism competitive advantage moderating factors and their

effects on tourism destinations. The contributors of the competitive advantage in the

tourism industry were found to be e-tourism, built environment, and natural resources,
whereas the operating sector and cultural hospitality resources of the destination did not

have any significant impact. It was also established that tourism competitive advantage

and e-tourism have strong positive impacts on tourism competitive advantage. It drew

attention to the need for an adoption of sustainability practices and digital strategies in

order to boost the competitive advantage and attractiveness of tourism destinations.

Rahman (2023) highlights that destinations can boost their appeal by showcasing

unique features, like beautiful beaches or rich cultural traditions, while aligning with what

their target audiences value. Branding is key to building a strong identity and connecting

emotionally with visitors, giving destinations a competitive edge. Such methods as virtual

and augmented reality will allow even the most realistic preview of what traveling will be

like and engage tourists in deeper experiences. And then, sustainability is also fast

becoming a strong competitive edge as it offers eco-minded travelers a visit to naturistic

places.

Marasigan and Borbon (2020) examined the competitive landscape of resorts in

Batangas province, revealing that the majority are yet to be accredited by the

Department of Tourism (DOT). These resorts host an average of 10,001 to 20,000

guests per annum and have been in operation for around 5 to 10 years. Natural

environment, climate, hospitality, safety, reputation, and value for money are among the

things that matter most for their competitiveness. The authors recommend that resort

owners, in partnership with local government units and the DOT, focus on improvements

such as better infrastructure, clearer signage, and enhanced accessibility for people with

disabilities. They also suggest establishing visitor information centers and upgrading

road facilities to help sustain and boost the resorts' competitiveness in the region.

Twin (2024) emphasizes the importance of the Four Ps of marketing—Product, Price,

Place, and Promotion—as critical elements for a successful marketing strategy. Each
component plays a unique role in influencing consumer behavior and determining the

market success of a product or service. Product is clearly defining the product and its

unique attributes, ensuring that it stands out from competitors. This includes

understanding what makes the product desirable and how it can meet the needs of the

target audience. The price should reflect both the real and perceived value of the

product, considering the production costs, competitive pricing, and consumer willingness

to pay. Marketers often use pricing strategies, such as raising the price for luxury appeal

or lowering it to attract a broader audience, to shape consumer perceptions. The

placement, or distribution, of the product is another critical factor. Businesses must

consider where the product will be sold and how it will be presented to the consumer.

The aim is to ensure the product reaches the right audience in the most effective setting.

Lastly, promotion ties everything together by creating awareness and desire for the

product. This involves advertising, public relations, and other marketing efforts that

communicate the product’s value to consumers.

Kenton (2024) highlights three additional P’s such as People, Process, and

Physical Evidence that are crucial for the marketing mix, particularly in service industries

like resorts. People refers to the employees who engage directly with customers,

shaping their experience. At Dalampasigan Beach Resort, friendly and efficient staff can

enhance guest satisfaction and lead to repeat visits. Process relates to the steps

involved in delivering services. This includes the smooth procedures for booking, check-

in, and problem resolution in the resort help ensure a hassle-free experience for guests.

Physical Evidence refers to the tangible aspects of the resort, such as its layout,

signage, and facilities. An example of this is the well-maintained spaces and eco-friendly

designs of the resort that not only create a pleasant atmosphere but also reflect the

resort’s commitment to sustainability. These elements can help Dalampasigan

differentiate itself, create a strong brand image, and enhance customer satisfaction,

increasing their competitive advantage and market direction.

To create a successful marketing strategy, businesses can choose between cost

leadership and differentiation, each catering to different customer needs. Carniel (2019)

explains that cost leadership focuses on offering the lowest prices by producing simple,

standardized products or services in large quantities. For Dalampasigan Beach Resort,

this could mean providing affordable packages to attract budget-friendly customers while

keeping the resort busy. Differentiation, on the other hand, aims to offer unique services

that make a business stand out, allowing them to charge higher prices. This requires

investment in new ideas and specialized services. For example, the resort can offer

personalized experiences or eco-friendly features that appeal to customers looking for

something special.

Cremades (2018) also highlights the importance of identifying and conveying a

business’s competitive advantage, which is crucial for standing out in a competitive

market. For resorts, this involves understanding what sets them apart and

communicating it effectively. Conducting surveys with potential customers can reveal

unmet needs that the resort can address, such as offering unique amenities or

sustainability initiatives. A SWOT (Strengths, Weaknesses, Opportunities, Threats)

analysis also helps in identifying a resort's strengths and areas for improvement. Testing

the competitive advantage is also key, which can be done by setting up an online

presence and measuring customer interest through email opt-ins or presales. To clearly

present the advantage, resorts should use customer reviews, satisfaction surveys, and

benchmark data to demonstrate their unique offerings. This approach builds trust and

highlights the resort’s value proposition.

Market Status

Market status refers to a business's standing within its competitive environment,

which is influenced by factors such as market share, customer perception, and ranking

relative to competitors. Market share highlights the proportion of total industry sales

captured by a business, reflecting its influence and competitiveness in the market. A

higher market share often indicates a strong presence and better ability to attract

customers. Customer perception is another important aspect, as it shapes how

consumers view the business in terms of quality, reliability, and value, directly impacting

their purchasing decisions. Ranking relative to competitors defines a businesses position

within the industry, often measured by performance metrics such as sales volume or

customer satisfaction. Together, these components determine the business's market

status, influencing its strategies for pricing, branding, and overall competitiveness in the

industry (Kenton, 2024).

Market status is how a business is doing right now and how healthy it is in the

market. In an article by Leadly (2024), they found different ways businesses can

improve. One way is by setting and tracking goals, called key performance indicators

(KPIs), so businesses can see how they’re doing and know what to work on. Another

idea is to make things more efficient, like cutting down on waste and using technology to

get more done. Employee development is also important, like offering training to help

workers do their jobs better and feel more satisfied. Having good relationships with

customers is key for growing the business, which can be done by giving great service,

staying in touch, and listening to feedback. Using data to make decisions helps

businesses plan better, and managing risks well can stop problems before they happen.

Finally, creating a positive company culture can make workers happier, reduce

turnover, and keep the business running smoothly.

Villaver et al. (2022) explained that using social media helps businesses connect with

potential customers and reach more people, which can improve their position in the

market. They also mentioned that using new technology, like information and

communication tools, makes businesses run more smoothly and stay competitive. This

helps them make things easier for customers and offer more personalized experiences,

which can help their market standing. Also, understanding what customers like and

focusing on being sustainable are really important for keeping a strong brand and

improving it.

A crucial component of market status is market share, which refers to the portion

of total sales within the market that a company controls. Market share is often used as

an indicator of a company's strength and competitiveness. By gaining a larger share of

the market, a business can benefit from economies of scale, allowing them to reduce

costs and offer more competitive prices. Additionally, a higher market share can

increase brand recognition, making it easier for companies to attract new customers

while retaining existing ones. As companies grow their market share, they are able to

secure a stronger position relative to their competitors, ultimately achieving a long-term

competitive advantage (Hayes, 2024).

According to Gilbertson (2021), customer perception also plays a significant role in

shaping market status. The way consumers view a brand, product, or service can

influence their purchasing decisions and, by extension, the company's position in the

market. Companies with positive customer perceptions often experience higher

customer satisfaction, loyalty, and repeat business. As a result, these businesses can

differentiate themselves from competitors and build a strong reputation that supports

their competitive edge. On the other hand, companies that fail to align their offerings with
customer needs and expectations risk damaging their market status and losing ground

to more customer-focused competitors.

A company’s ranking relative to its competitors provides insights into its market

status and can help guide strategic decisions. The competitive landscape is constantly

shifting, and businesses need to regularly assess their position against others in the

market and employ strategies to increase their market share. Companies that

consistently outperform their competitors in areas such as product innovation, customer

service, or pricing strategies are better positioned to maintain a competitive advantage.

Regularly evaluating a company’s ranking can also reveal market trends or potential

gaps in the market that can be exploited for growth (Kramer, 2024).

Market Direction

Market direction or trend is how the market is moving over a certain period of time.

It shows if the market is going up, down, or staying the same. For businesses, market

direction means the changes that affect their growth, like shifts in what customers like,

new developments in the industry, and the way businesses plan for the future (Heath,

2024). For businesses like Dalampasigan Beach Resort, understanding market direction

involves looking at current trends and using these insights to predict their future

opportunities or challenges. It will help them make informed projections about what the

future holds, such as shifts in customer preferences toward eco-friendly travel or the

emergence of new competitors. By spotting these changes early, the resort can update

its services and plans to match upcoming trends. Market direction also helps with long-

term planning, making sure the resort stays relevant, keeps customers happy, and

grows in a competitive market.

 According to Goel (2023), businesses can analyze market trends by looking at

data to spot changes. This helps businesses find new opportunities, avoid risks, enable

strategy formulation and much smarter decisions, better resources use, improvements in

their products, and a stronger marketing strategy. This starts with clear objectives and

then proceeds to data gathering from sources such as surveys, industry reports, and

even competitor analysis. Through this, they can identify customers preferences or it

could also indicate new trends. From this knowledge, businesses can anticipate what will

happen, compare themselves with other competitors, and be able to find areas for

improvement better.

Inquiro (2023) included among the findings that consumer behavior will determine

the market direction. Some of the megatrends in the Philippines, such as the demand for

eco-friendly products, demand for healthier lifestyles, and usage of digital platforms are

shaping how businesses plan. It is also important to know that Filipino consumers are

attracted to bargains, discounts, and distance shopping or online shopping, mainly

through outlets like Facebook. Businesses interested in penetrating this market will have

to engage the public's attention through culturally relevant content creation, digital

marketing, provision of reliable cashless payment systems, and excellent customer

service. Remaining competitive entails constantly innovating, running customized

campaigns, and observing the market in real-time to catch up with what customers need.

A key aspect of market direction is recognizing where the industry is heading, which

allows businesses to adjust their marketing strategies, product offerings, and even

pricing models. For example, as consumer demand for sustainability grows, businesses

that align their offerings with eco-friendly solutions are more likely to maintain a

competitive edge (Damon, 2024). Additionally, businesses that are forward-thinking and

prepared for shifts in demand or technological changes can avoid being left behind by
competitors. Companies like Dalampasigan Beach Resort can use market direction to

anticipate trends in the travel and hospitality industry, such as a rise in eco-tourism or a

growing demand for wellness-focused services, ensuring they remain competitive and

relevant to their target market.

Another essential part of staying competitive through market direction is identifying

the areas of growth and focusing on emerging customer needs. Companies can use

data-driven insights and predictive analytics to understand how consumer preferences

are changing over time. For example, the growth of digital technology and remote work

has changed how resorts and other businesses in the hospitality industry promote their

services. Companies that are starting by offering online services or flexible booking

options are better able to take advantage of this change (Warden, 2024). Dalampasigan

Beach Resort could adapt by offering more customizable travel packages or virtual

tours, meeting customer demand for flexibility and convenience while maintaining its

competitive advantage. This can ensure that they are responding to changes and also

innovate in ways that set them apart from their competitors, securing long-term success

in a competitive environment.

Synthesis

The literature reviews were focused on discussing the significance of competitive

advantage of companies, particularly in the context of the tourism sector. It can be from

a number of things such as lowering prices of product and services, providing a unique

service, or utilizing the latest ideas such as eco-tourism or e-tourism along with state-of-

the-art features. Studies have also highlighted that robust tech, a strong brand, along

with local resources could set businesses apart.

The concepts of market status and market direction were emphasized, which is about

the possible growth and possible adjustments that businesses may sustain. Market

status reveals the performance of a business compared with several others, while

market direction identifies trends that would affect future growth. By social media,

customer feedback, and data analysis, businesses can remain ahead of their

competitors. However, the studies found that businesses have not given much attention

to how affected by cultural and local conditions of the market these trends may be.
 CHAPTER 3

Research Methodology

This chapter includes the research methodology focusing on the research design,

how data is collected and analyzed, and the general framework in which research is

conducted.

Research Design

The researchers use a qualitative research design to understand well the

strengths, especially the competitive advantage and market position, along with the

market direction of Dalampasigan Beach Resort Corporation. This research design is

ideal for an in-depth understanding of resort operations and decision-making processes.

According to Bhandari (2020), qualitative research includes interviews, written

descriptions, or observations to understand ideas, opinions, and experiences. This

contrasts with quantitative research, which is based on numbers and shows patterns or

trends. Qualitatively, it is seeing the whole picture of what different people believe and

feel and is meant to keep the meaning behind the data. It is more flexible and eases in-

depth topic exploration.

This research design is the best to use for the case study because the kinds of

questions that will be asked aim to gather detailed or in-depth responses from the

manager. Through the interview, the researchers will know more about the ins and outs

of the resort, how the business formulates their strategies, and their plans on how to stay

competitive. This way, the researchers will have a clear picture of where Dalampasigan

Beach Resort stands within the market and how it can thrive in the future.
 Research Locale

The research conducted at Dalampasigan Beach Resort Corporation, which is a

popular destination located at Sariaya, Quezon for its scenic beaches and rich cultural

heritage. The beach resort, with its unique blend of natural beauty and hospitality

services, plays a significant role in the local tourism industry, making it an ideal locale for

this study.

In a news article by Go (2024), the tourism industry in Sariaya, like the rest of the

Philippines, is still recovering from the pandemic and may not return to pre-2019 levels

until 2026. While foreign tourist arrivals have grown by 10% this year compared to 2023,

they are still 27% lower than in 2019, and the target of 7.7 million visitors for 2024 seems

unlikely to be reached. This slow progress might explain the possible decline in tourists

at Dalampasigan Beach Resort, highlighting the need to study its market position and

future direction.

The study focuses on Dalampasigan Beach Resort because of its relevance as a

key player in the local tourism economy. Understanding its business background,

competitive strengths, and market dynamics will provide valuable insights into the

challenges and opportunities faced by the resort and contribute to the development of

strategies for maintaining and enhancing its competitiveness.

Participant of the Study

The research will focus on a single participant, specifically the manager or a key

representative of the management department of Dalampasigan Beach Resort. The

researchers used purposive sampling, which means purposely choosing participants

who have direct knowledge and experience with the resort. This is important because

the person that will be interviewed needs to know a lot about how the resort operates, its
strengths, where it stands in the market, and where it is headed. The researchers

decided to interview the manager because he knows best about the resort and plays a

key role in making decisions and running the resort. The study corpus will consist of the

data from interviewing the manager of Dalampasigan Beach Resort Corporation. The

manager fits the criteria of someone who holds the best knowledge of the resort’s

operations like the guest count and their sales. The interview would be recorded and the

answers transcribed. Alongside this interview, other documents, records, or photographs

that will be given permission to use by the resort management will also be included in

the study. This will help the researchers fully understand how the resort compares to

other resorts, and its plans or vision for the future.

Research Instrument

The researchers use an interview guide as the primary research instrument to

gather the necessary information in assessing the competitive advantage of

Dalampasigan Beach Resort Corporation. It will focus on the 7Ps of Marketing,

specifically Product, Price, Place, Promotion, People, Process, and Physical Evidence,

while also addressing the resort's market status and identifying its competitors.

There will be a total of 17 questions that will help the researchers explore the

resort's background, competitive advantage, market status, and future direction. The

questions will aim to provide detailed insights into how the resort manages its marketing

mix (7Ps) to position itself in the market and how it differentiates itself from competitors

like Monte Vista Beach Resort, Villa Del Prado Pool and Beach Resort, and Acuatico

Beach Resort.

To ensure the quality of the interview guide, three experts will review it before it will

be conducted. One language expert or grammarian will verify if the questions are clear

and easy to understand and two business and marketing professionals will review the

content to ensure that it aligns with the study's objectives and addresses key aspects of
competitive advantage and marketing strategies in the context of the business industry.

The researchers will then make any necessary adjustments based on the feedback

received to enhance clarity and relevance.

Data Gathering Procedures

To assess the competitive advantage of Dalampasigan Beach Resort Corporation,

the researchers will first ask permission from the management of Dalampasigan Beach

Resort. This includes writing a formal letter explaining what the study is about, why it is

important, and what they plan to do. Then, the researchers will personally go to the

resort and talk to the management or resort personnel that can assist them with their

concern. Then, they will explain what they need to the manager, give the letter, and ask

the management for approval. Once the management agrees, they will schedule the

date and time and inform the resort’s manager accordingly, and make sure that

everything is organized and ready like the materials needed during the interview.

The interview will be done face-to-face using the questions listed in the interview

guide which are already prepared ahead of time. The researchers will ask the questions

in order and carefully write down everything the manager says to make sure nothing is

missed. Even if the manager speaks or answers in Tagalog or English, all his answers

will be noted by the researchers. In addition, it will ensure that a manager will not be

threatened and uncomfortable in the interview but see it as an opportunity to share ideas

and answers with the business.

The researchers will also present an informed consent letter to the manager before

conducting an interview. This consent form will clarify to the resort manager that his

participation is voluntary and that his answers, especially those sensitive ones will be

kept confidential or will not be shared to anyone. They will also make sure to sign a

confidentiality agreement to follow the rules of the Data Privacy Act of 2012. This will

help protect the personal information shared with us during the interview.
Data Analysis

Thematic analysis will be used to analyze the data or information that will be

obtained from the interview with Dalampasigan Beach Resort's manager. In this

analysis, the researchers will search for themes or patterns recurring in the manager’s

responses for every question asked about the business. This process includes going

through the interview and annotating key sections, organizing similar ideas into themes,

and linking these to the research questions (Caulfield, 2019). To make sure the analysis

is accurate, two experts in research will ratify the result of the analysis. They will check

how the answers were grouped and see if the themes match what the manager said and

if they answer the research questions enumerated in the statement of the problem.

These experts were chosen because they are knowledgeable about research and

tourism and have experience working with interview data.

 CHAPTER 4

Results and Discussions

This chapter presents, analyzes, and interprets the qualitative data gathered

through a structured survey questionnaire. The goal of this study was to explore the

background, competitive advantage, market status, and market direction of

Dalampasigan Beach Resort Corporation located in Sariaya, Quezon. The findings

presented here offer valuable insights into the resourcefulness and adaptability required

to succeed in these unique settings.

PART I: Background of Business

Dalampasigan Beach Resort is situated along Tayabas Bay and spans an area

of 9 hectares. It was established in 1990 and is located at Quezon Eco-Tourism Road,

Brgy. Guis-Guis Talon, Sariaya, Quezon. The resort features a rustic and serene

ambiance, surrounded by ornamental plants and fruit-bearing trees through landscaping

with ornamental plants and fruit-bearing trees, highlighting the role of nature in

enhancing guest experience and potentially offering a unique value proposition.

Based on the results of the data gathering, natural aesthetic and location, and

historical foundation were among themes found. In terms of natural aesthetic and

location, the rustic ambiance created by natural surroundings served as a defining

characteristic of the business's identity. This serene setting appears to contribute

significantly to the brand image and customer experience. In terms of historical

foundation, the resort’s over three decades of operation speaks to its sustainability and

resilience in the local hospitality industry. The provision of various facilities and

accommodations indicates a comprehensive approach to hospitality, balancing natural

beauty with guest convenience. It could be gleaned that Dalampasigan Beach Resort’s
long-standing presence and distinctive natural environment provide a strong foundation

for customer loyalty. Its strategic location and well-maintained landscape are central to

its branding and appeal.

Olakanmi and Ayeni (2019), in their study “Achieving Aesthetics using Landscape

Design in Resort Environment”, cited that natural outdoor environment that is pleasing,

flexible, functional and aesthetic motivates people to a place and the visiting

performance to the place is supported by landscape aesthetic values that can promote

better participation and social engagement among visitors. Aesthetic values of the

environment are due to a range of landscape attributes; Natural elements are known to

function as “natural tranquillizers” that is beneficial in urban areas where stress is a

common in daily living. Aesthetics value of the landscaping plays a pertinent role in

influencing visiting to a place.

PART II: Competitive Advantage of Dalampasigan Beach Resort Corporation

The Dalampasigan Beach Resort Corporation identifies its competitive edge in its

capacity to accommodate a large number of guests through its hotel rooms and multiple

cottages, as well as amenities like the Infinity Pool that enhance the customer

experience. In terms of Target Market and Attraction Techniques, DBR targets families,

companies, and organizations looking for venues for outings or team-building events.

The use of customizable package quotations allows the resort to appeal to a broader

market with varying budget levels. The resort utilizes social media and physical

advertisements (such as tarpaulins) to promote brand awareness. This dual approach

suggests a combination of traditional and digital marketing efforts. As to Service Quality

and Differentiation, Cleanliness, landscape maintenance, and quality customer service

were emphasized as key differentiators. The emphasis on internal operations and staff

performance underlines a service-oriented strategy.

 Dalampasigan Beach Resort Corporation carves out its competitive advantage by

offering extensive lodging options, including hotel rooms and numerous cottages,

enhanced by attractive amenities like the Infinity Pool to elevate guest satisfaction. Their

marketing strategy focuses on attracting families, companies, and organizations seeking

venues for outings or team-building events, achieved through adaptable package

quotations that accommodate various budgetary constraints. DBR employs a balanced

marketing approach, combining the widespread reach of social media with traditional

physical advertisements to build brand recognition. Moreover, the resort distinguishes

itself through a commitment to service excellence, emphasizing cleanliness, well-

maintained landscapes, and superior customer service, which is underpinned by a focus

on internal operations and the performance of its staff.

Team, E. (2025) mentioned that digital marketing channels such as social media,

search engine optimization, paid advertising, and email marketing are essential for

creating a strong online presence and engaging with potential guests.

PART III: MARKET STATUS OF DALAMPASIGAN BEACH RESORT CORPORATION

Despite facing challenges like restrictions on tent usage, swimming times, and

curfew that might steer some customers to other options, Dalampasigan Beach Resort

Corporation is experiencing continuous growth, particularly through its successful

partnerships with numerous corporations and is expanding its market by aligning with

corporate clients and adopting new technologies in hospitality management. The data

gathered in terms of market status emphasized key themes, including Challenges and

Customer Preferences, Expansion and Adaption, and Seasonal Impact. The resort

acknowledges that operational limitations, such as curfews and restrictions on tent

usage, may drive some guests to choose competitors. This reflects the importance of

flexibility in customer experience management.In terms of Expansion and Adaption,

DBR is investing in technological updates such as Wi-Fi, cable TV, and the development

of additional event services like recital halls to keep up with evolving tourist demands.

DBR is also investing in technological updates such as Wi-Fi, cable TV, and the

development of additional event services like recital halls to keep up with evolving tourist

demands. And as to Seasonal Impact, The business observes seasonal income

fluctuations but adapts by accommodating off-peak events such as seminars, weddings,

and other celebrations.

Despite facing operational limitations like tent restrictions, swimming time

constraints, and curfews that could potentially lead some customers to seek alternatives,

Dalampasigan Beach Resort Corporation is demonstrating robust growth, notably

through its thriving collaborations with numerous corporations. The resort is strategically

broadening its market reach by cultivating relationships with corporate clients and

integrating new technologies into its hospitality management practices. Market data

highlights key areas: the challenges posed by operational restrictions and evolving

customer preferences, the resort's active expansion and adaptation strategies through

technological upgrades and service diversification, and the impact of seasonal income

variations, which DalampasiganBeach Resort Corporation mitigates by hosting off-peak

events like seminars and weddings. This indicates a proactive approach to overcoming

limitations and capitalizing on new opportunities for sustained growth.

British Business Bank. (n.d.). stated that at the hotel and resorts level, seasonal

fluctuations in tourism demand tend to hurt operational and financial performance and

then reduce hotels' competitive advantage and efficiency. Seasonal businesses need to

be prepared for fluctuations in costs, especially during busy periods where you may

require additional staff and consume more resources. Making sure that your resources
are managed correctly will help ensure that you have enough staff and stock to meet

demand comfortably.

PART IV: MARKET DIRECTION OF DALAMPASIGAN BEACH RESORT

CORPORATION

Clearly defining and deeply understanding its specific target audience is paramount

for optimizing marketing efforts and maximizing booking conversions. This involves

going beyond broad demographics to develop detailed guest personas, outlining their

specific travel motivations (e.g., romantic getaways, family vacations, adventure

seekers, wellness retreats), their needs and preferences regarding amenities and

services, their online behavior and preferred communication channels, and their budget

considerations. By having this granular understanding, the resort can then craft highly

targeted marketing campaigns with messaging and visuals that directly resonate with

these potential guests, select the most effective online and offline channels to reach

them and tailor their service offerings and packages to precisely meet their desires,

ultimately leading to higher booking rates and increased guest satisfaction within their

ideal customer segments.

Figure 2

A presentation of Average Number of Guest of Dalampasigan Beach Resort

Corporation as its Competitive Advantage

Year 1
Service Quantity Price Sales
Overnight - Adult 1800 180.00 324,000.00
Overnight - Kid 1200 150.00 180,000.00
Day Tour - Adult 1800 120.00 216,000.00
Day Tour - Kid 1200 100.00 120,000.00
Hut 250 1,500.00 375,000.00
Elevated Cottage 250 2,500.00 625,000.00
1,840,000.00

Year 2
Service Quantity Price Sales
Overnight - Adult 3240 216.00 699,840.00
Overnight - Kid 2160 180.00 388,800.00
Day Tour - Adult 3240 144.00 466,560.00
Day Tour - Kid 2160 120.00 259,200.00
Hut 450 1,800.00 810,000.00
Elevated Cottage 450 3,000.00 1,350,000.00
3,974,400.00

Year 3
Service Quantity Price Sales
Overnight - Adult 5832 259.20 1,511,654.40
Overnight - Kid 3888 216.00 839,808.00
Day Tour - Adult 5832 172.80 1,007,769.60
Day Tour - Kid 3888 144.00 559,872.00
Hut 810 2,160.00 1,749,600.00
Elevated Cottage 810 3,600.00 2,916,000.00
8,584,704.00

Year 4
Service Quantity Price Sales
 Overnight - Adult 10498 311.04 3,265,297.92
Overnight - Kid 6998 259.20 1,813,881.60
Day Tour - Adult 10498 207.36 2,176,865.28
Day Tour - Kid 6998 172.80 1,209,254.40
Hut 1458 2,592.00 3,779,136.00
Elevated Cottage 1458 4,320.00 6,298,560.00
18,542,995.20

Year 5
Service Quantity Price Sales
Overnight - Adult 18896 373.25 7,052,932.00
Overnight - Kid 12596 311.04 3,917,859.84
Day Tour - Adult 18896 248.83 4,701,891.68
Day Tour - Kid 12596 207.36 2,611,906.56
Hut 2624 3,110.40 8,161,689.60
Elevated Cottage 2624 5,184.00 13,602,816.00
40,049,095.68

The sales data provided presents a valuable framework for understanding

business performance over the past five years, specifically across various services such

as overnight stays and day tours. By detailing the quantity sold, the price point, and the

resulting total sales for each service, the table enables a thorough analysis of sales

trends and the effectiveness of different pricing strategies. This structured view allows

for the identification of top-performing services and those that may require attention,

while also revealing the sensitivity of sales volume to price adjustments. A careful

examination of this data can inform strategic business decisions, allowing for optimized

operations and potentially the forecasting of future trends in service demand and
revenue generation.Recent studies emphasize the importance of sales data analysis in

driving business performance.

According to the study of Tiwari ( 2024 ) that the data analytics plays a pivotal role

in modern business decision-making by enabling organizations to convert raw data into

valuable insights. Through techniques such as data mining, predictive analytics, and

machine learning, businesses can identify patterns, forecast trends, and make evidence-

based decession. Furthermore, a study by McKinsey (2021) found that businesses

leveraging data analytics can improve revenue growth and customer satisfaction. By

applying these insights, businesses can refine their sales strategies and improve overall

performancethe table presents the sales data for various services (like overnight stays

and day tours) across five years, detailing the quantity sold, price, and total sales for

each. It offers a structured view of business performance, allowing for analysis of sales

trends, pricing strategies, and revenue contributions over time. By examining this data,

we can identify which services are performing well, how prices influence sales, and

potentially forecast future trends to inform business decisions and optimize operations.

CHAPTER 5

Summary Finding, Conclusion, and Recommendations

 This chapter presents a concise summary of the research findings, conclusion, and

recommendations.

Summary of Findings

Based on the data gathered from the participants and respondents, the following

were the significance of the study;

1. Dalampasigan Beach Resort's sustained success since 1998 is fundamentally

attributed to manager's effective leadership and strategic vision. Her ability to seamlessly

blend the resort's inherent traditional charm with contemporary hospitality trends has

proven crucial in maintaining its appeal and competitiveness. The resort's advantageous

location in Sariaya, Quezon, provides a serene, nature-rich environment, attracting

visitors seeking respite from urban life. Mrs. Luna's focus on continuously enhancing

services, incorporating modern amenities, and aligning with evolving consumer

preferences ensures a consistent influx of guests. Leveraging her extensive industry

experience, she develops long-term strategies that encompass unique guest

experiences, service improvements, and the integration of eco-friendly practices,

allowing Dalampasigan Beach Resort to not only adapt to the dynamic tourism

landscape but also to thrive within it.

2. Dalampasigan Beach Resort, under the manager’s management, has effectively

targeted a diverse clientele encompassing families, organizations, and companies

through a strategic blend of digital presence and tangible service offerings. The resort's

proactive engagement on social media, coupled with meticulous environmental

maintenance, has proven successful in attracting guests seeking a tranquil retreat. This

online visibility and physical upkeep are crucial for navigating the contemporary

competitive landscape. Furthermore, the provision of essential amenities, including

reliable Wi-Fi, television, and consistent housekeeping, solidifies the resort's market
stability by meeting the expectations of modern travelers. Notably, Dalampasigan Beach

Resort's competitive edge lies in its capacity to accommodate large corporate groups,

offering comprehensive services and ensuring a satisfactory stay, thereby distinguishing

itself from competitors. This ability to cater to both corporate and family needs

underscores the resort's versatility and commitment to delivering consistent quality,

which in turn reinforces its reputation and broadens its customer appeal.

3. Dalampasigan Beach & Pool Resort demonstrates a strong, stable market presence

characterized by consistent annual growth and a loyal base of repeat customers, directly

attributable to its commitment to exceptional service and a meticulously maintained

environment. This success is fortified by the resort's proactive adaptation to evolving

tourism trends, evidenced by strategic facility upgrades and effective social media

marketing. The resort prioritizes enhancing guest experiences through personalized

packages, attractive discounts, and a focus on comfort, consistently meeting and

exceeding customer expectations. Furthermore, the resort acknowledges and

strategically manages seasonal fluctuations by adjusting staffing levels, ensuring

operational efficiency and maximizing revenue during peak periods. This proactive

approach aligns with industry best practices, where repeat customers are valued for their

increased spending and brand advocacy. The resort's active social media engagement

effectively builds brand visibility and fosters a sense of community, driving bookings and

guest engagement. By strategically addressing seasonal demands and consistently

delivering personalized, high-quality experiences, Dalampasigan Beach & Pool Resort

has established a sustainable and competitive market position.

4. Based on the respondent’s strategic vision for Dalampasigan Beach Resort, aiming

for a 5-star integration within Quezon Province in the next 5-10 years, reveals a clear

understanding of the contemporary hospitality market. The findings highlight a multi-

pronged approach encompassing digital transformation, service diversification, and

infrastructure development. Notably, the emphasis on strengthening online presence

and leveraging social media underscores the critical role of digital marketing in attracting

modern travelers. Furthermore, the focus on introducing new offerings and enhancing

facilities directly addresses the growing demand for experiential and comfortable stays.

This proactive approach, coupled with a commitment to continuous improvement and

trend adoption, demonstrates a dedication to maintaining competitiveness and ensuring

long-term sustainability. Ultimately, Mrs. Luna's articulated vision signifies a commitment

to elevating Dalampasigan Beach Resort to a premier destination, aligning with the

evolving expectations of discerning guests.

Conclusions

1. Dalampasigan Beach Resort's lasting success is driven by the surveyee’s strong

leadership, strategic vision, and focus on continuous improvement. By blending

traditional charm with modern hospitality trends, she keeps the resort relevant and

competitive in the changing market. Its beautiful location in Sariaya, Quezon, combined

with her dedication to improving services, adding modern amenities, and meeting

evolving guest needs, consistently attracts loyal customers. Her deep industry

experience allows her to create long-term strategies that emphasize unique guest

experiences, excellent service, and sustainable practices. As a result, Dalampasigan

Beach Resort has thrived and become a top destination under Mrs. Luna's capable

direction.

2. Dalampasigan Beach Resort's success in attracting diverse guests lies in its strategic

blend of a strong online presence and excellent service, directed by the manager’s

effort. Proactive social media and careful environmental upkeep attract guests seeking

peace in a competitive market. Consistent amenities and high service standards ensure

market stability and meet modern traveler needs. The resort's unique ability to cater to
large corporate groups with comprehensive services sets it apart. This adaptability and

commitment to quality reinforce its reputation and broaden its appeal.

3. Dalampasigan Beach & Pool Resort's ongoing success stems from its dedication to

excellent service, a clean environment, and adapting to tourism trends. Strategic facility

upgrades, strong social media, and personalized guest experiences have built customer

loyalty and driven consistent growth. Effective management of seasonal changes

through staffing and pricing ensures efficiency and maximizes revenue. By consistently

exceeding guest expectations, building a strong online presence, and fostering

community, the resort has established itself as a sustainable and competitive player in

the Quezon hospitality market.

4. The resort's manager has a forward-thinking plan to achieve a 5-star rating,

demonstrating a strong grasp of the evolving hospitality industry. Her strategy includes

digital upgrades, service expansion, and infrastructure improvements. Recognizing the

importance of online presence, she's prioritizing digital marketing and social media. By

enhancing facilities and adding new services, she aims to meet the demand for

exceptional stays. This proactive approach, focused on continuous improvement and

adopting new trends, positions the resort for lasting success and strong competition in

Batangas. Ultimately, the manager's vision offers a clear path to making Dalampasigan

Beach Resort a premier destination for discerning guests.

Recommendations
1. Dalampasigan Beach Resort Corporation may invest in and refine its digital marketing

strategies, particularly focusing on targeted online advertising and immersive virtual

tours to further expand its reach and attract a wider audience.

2. Base on the growing emphasis on sustainable tourism, the resort may also explore

and implement more comprehensive eco-friendly initiatives, such as solar energy

adoption, waste reduction programs, and partnerships with local environmental

organizations.

3. Dalampasigan Beach Resort may consider in making collaboration to the bloggers to

promote their business because in these days, many of us are using social media and

many businesses these days are growing because some famous bloggers are promoting

their business in social media.

4. Dalampasigan beach resort may conduct regular customer feedback surveys and

analyzing industry trends proactively to adapt to evolving consumer preferences and

maintain its competitive edge.

5. To reinforce its reputation for service excellence, implementing a formal customer

relationship management system would allow for personalized communication and

tailored offerings, fostering long-term loyalty.

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 Transcript

Sop 1: What is the background of the business?

1.What is the name of the business

”Ang name ng business ay dalampasigan beach resort corporation “

2. Who is the owner and founder?

The owner and founder is Raphael Tantuco

3. What is the name of the manager?

My name is Angeilyn P. Luna

4. How many years does this business exist?

mga 25 years

5. On what year did the business started or stablished?

it was 1998, d ko lng ala mung specific date nya eh

6. How many employees that you have ?

10 lng ngaun pero pag summer nmn ay nag dadag kame ng staff dito

8. Who are the target market and who are the best customer?

Ang target market nmen is ung families , organization , groups and

companies , wedding and other occasion nagcacater din kame ng seminar and

teambuilding and ang pinaka best costumer as of now is mga magkakapamilya para

magbakasyon ditto

9. How big is your esblishments, what are the infrastrature , king of activities that

you have ?

10 hectares ung resort and for infrastructure we have room accommodation

function halls and and cottages and swingmiing pools and we also have many activities

like kayaking basketball volleyball and billiards etc….

10. How many customer can you cater ?

 We can cater up to 5000 pax map exclusive or even private events

11. How many guest you have in a regular day and in peek season ?

In a regular day about 100 to 200 base on season and in peek season nmn lage

kameng punuan about 5000 pax

12. What are the development, strategies , and techniques that you do to be more

stable business ?

We provide good quality service , we also have accommodation with tv and wifi

connections and also we maintain the cleanliness of the resort

13. What are the unique strategies that the other competitors don’t have ?

Umm sinisugurado nmen na maganda ung service na binibigay ng aming staff and

syempre ung pag maintain ng malinis na environmert for our costumer

14. What are the Factors affecting costumer to disregard your business ?

Uhh siguro ung aming swimming time limit kase ung iba gusto mag swimming

kahit gabing gabi na and ung iba kase lasing na kaya nilagyan nmen ng time limit para

iwas disgrasya din and also ung noise sa gabi nilagyan din ng time limit para d

makaistorbo sa ibang costumer

15. What is your competitive advantage in your competitor ?

We can cater big companies by providing satisfactory stay in our resort

16. What is your market status?

our market status is good and consistentr having repeat costumers in every year

17. What is your market direction in 5 to 10 years from now, whre do you see your

business in the field in many competitor that you have ?

To be the one of the 5 star hotel and resort in quezon province and upgrade our

ticketing system and room accommodation pati narin ung add ng mga bagong facilities
and ammenidities and also activities and to be recognize as one of the go to beach

resort in the philippines

APPENDICES
 APPENDIX A

COMPETITIVE ADVANTAGE OF DALAMPASIGAN BEACH RESORT CORP.

ASSESSING MARKET STATUS AND MARKET DIRECTION

Interview Guide

Dear participant,

We, Jimwell F. Buhat, Marizel A. Dedace, Jaylo R. Coronel, and Justine Mark L. Culla,

the student of Bachelor of Science in Business Administration, students of CSTC

College of Science, Technology and Communication Inc., are currently conducting a

Marketing Research as partial fulfillment in our subject. We ask for your permission to

allow us to gather information from you and be our participant.

Note to confidentiality: the information that you are going to provide will only be

used in the research entitled “Competitive Advantage of Dalampasigan Beach Resort

Corp. Assessing Market Status And Market Direction”. This questionnaire is a self-

assessment tool. Rest assured that all information will be taken with utmost

confidentiality. Thank you very much.

- The researcher

Questionnaire
 Instruction: Please answer the following questions based on your best knowledge

and belief.

Part 1: Background of the Business

1. What is the name of the business?

2. When did the business start?

3. Where is the business located?

Part2: Competitive Advantage of Dalampasigan Beach Resort Corporation?

1. Who is your target market and how do you attract them?

2. What strategies and techniques do you implement to maintain stability in the

market?

3. How do you differentiate your resort from others and your competitive edge and

the strengths that contribute to that edge?

Part3: What is the Market Status of Dalampasigan Beach Resort

Corporation?

1. What are the factors affecting customers to choose other beach resorts over

you?

2. How was the business expanding to adapt to changing tourism demands?

3. What are your developments to improve the experience of the customers or

guests?

4. What are the effects of the seasons on your business performance?

Part4: What is the Market Direction of Dalampasigan Beach Resort

Corporation?

1. Where do you see your business in 5 to 10 years from now in the field of many

competitors that you have?

2. What is the possible trend of the business for upcoming peak seasons?

3. How are the changing consumer preferences influencing beach resort including

the services and marketing strategies?

4. What are your plans to have sustainable growth?

APPENDIX B
 CURRICULUM VITAE

Name : Jimwell F. Buhat

Birthday : June 15, 2004

Birthplace : Sariaya, Quezon

Gender : Male

Civil Status : Single

Nationality : Filipino

Religion : Roman Catholic

Name of Parent: Walter Buhat

Marites Buhat

EDUCATIONAL BACKGROUND

Tertiary Bachelor of Science in Business Administration(BSBA)

Major in Marketing Management

College of Sciences, Technology and Communications, Inc.

Secondary Castañas National Highschool

College of Sciences, Technology and Communications, Inc.

Elementary Talaan Elementary School

SEMINARS AND WORKSHOP ATTENDED/PARTICIPATED

 NSTP seminar – Knowing thy Self and Purpose (2022)

 SBA Career Fair 2024: Empowering Cstcians to MAP (Meaningful and

Purposeful) Careers
 CURRICULUM VITAE

Name : Jaylo R. Coronel

Birthday : July 28,2002

Birthplace : Sariaya Quezon

Gender : male

Civil Status : Single

Nationality : Filipino

Religion : Roman Catholic

Name of Parents: Oscar M. Coronel

Marife R. Coronel

EDUCATIONAL BACKGROUND

Tertiary Bachelor of Science in Business Administration (BSBA)

Major in Marketing Management

College of Sciences, Technology and Communications, Inc.

Secondary Bignay National High school

College of Sciences, Technology and Communications, Inc.

Elementary Bignay 2 SARIAYA Quezon

SEMINARS AND WORKSHOP ATTENDED/PARTICIPATED

 NSTP seminar – Knowing thy Self and Purpose (2022)

 SBA Career Fair 2024: Empowering Cstcians to MAP (Meaningful and

Purposeful) Careers

 Marketing day 2025 Seminar. “Empowering minds, building bridges:

Strengthening Leadership and Teamwork together” (2025)

 CURRICULUM VITAE

Name : Justine Mark L. Culla

Birthday : August 27, 2003

Birthplace : Sariaya, Quezon

Gender : Male

Civil Status : Married

Nationality : Filipino

Religion : Roman Catholic

Name of Parents: Ramil L. Culla

Lourdes L. Culla

EDUCATIONAL BACKGROUND

Tertiary Bachelor of Science in Business Administration (BSBA)

Major in Marketing Management

College of Sciences, Technology and Communications, Inc.

Secondary Bignay National High school

College of Sciences, Technology and Communications, Inc.

Elementary Bignay 1 Sariaya, Quezon

SEMINARS AND WORKSHOP ATTENDED/PARTICIPATED

 NSTP seminar – Knowing thy Self and Purpose (2022)

 SBA Career Fair 2024: Empowering Cstcians to MAP (Meaningful and

Purposeful) Careers
 CURRICULUM VITAE

Name : Marizel A. Dedace

Birthday : March 22, 2004

Birthplace : Sariaya, Quezon

Gender : Female

Civil Status : Married

Nationality : Filipino

Religion : Roman Catholic

Name of Parents: Liezel Almarinez

Mario Dedace

EDUCATIONAL BACKGROUND

Tertiary Bachelor of Science in Business Administration (BSBA)

Major in Marketing Management

College of Sciences, Technology and Communications, Inc.

Secondary Lutucan Integrated National High School

College of Sciences, Technology and Communications, Inc.

Elementary Montecillo, Sariaya Quezon

SEMINARS AND WORKSHOP ATTENDED/PARTICIPATED

 NSTP seminar – Knowing thy Self and Purpose (2022)

 SBA Career Fair 2024: Empowering Cstcians to MAP (Meaningful and

Purposeful) Careers