4Ps of Marketing Among Selected Resorts in Cabanatuan City

This study aimed to explore the 4P's or marketing mix of selected resort businesses in Cabanatuan City. The study employed a descriptive method of research. The study was conducted in (6) six registered resort businesses. The findings show that most resort owners aged 20-30, female, single, and college graduates. All the resorts have swimming facilities and rental facilities for cottages and videoke equipment. For travellers, some resorts provide accommodation in hotel rooms and the use of function halls for social events such as, but not limited to, are birthdays, weddings, recollection activities, and anniversaries. The selling of souvenir items is not in priority by some resorts. The facilities and amenities are main factors that influence prices. In terms of place, the resort owners considered accessibility, security, and competition. The resort employs advertising on the internet; brochures and banners, and flags are also part of the promotion. High competition and improper marketing effort are the top problems encountered by the resort. It is recommended that the resort should also utilize other methods of marketing its goods and services under the traditional and modern techniques. In handling competition, the resort should be producing and sustaining quality goods and services that meet the needs of the shared target customers better than others.