Experiences on Extreme Weather Events and Promotion Strategies of Resort Business Owners in Zambales, Philippines

ABSTRACT: The study aimed to describe the experiences on extreme weather and marketing strategy adaptation capability needs of resort business owners in Zambales. The descriptive quantitative method of research was used in this study. The survey questionnaires supplemented by unstructured interviews were the main data gathering instruments. The purposive quota sampling technique was used. The data collected were processed and treated using frequency count, percentage, mean, weighted average, Likert Scaling Technique, Analysis of Variance and Pearson- r Correlation Test. The respondents of the study are one hundred thirty-two (132) resort business owners and employees. The findings of the study show that the resort business in Zambales is generally owned by based on single proprietorship. Resort business have been existing for quite
long with few number of employees. The resort owners had always experienced different extreme weather events which include severe rainfall, storm surge and floods, increased summer dryness and cyclones. The promotion strategies include, provision of additional amenities to maintain customer’s loyalty, print media to promote services, use local newspaper to advertise the hotel, they need to have sufficient budget for advertising. They based pricing on cost of product, decided upon profits and competitors’ and offer in deciding prices. There is no significant difference on the experiences of extreme weather events of resort businesses.There is a significant difference on the marketing practices in terms of promotion and pricing among the resort business owners.There is a very low negative correlation between the experiences on extreme weather events and marketing strategies of the business resort owners in Zambales.
KEYWORDS: Experiences, Extreme Weather, Promotion Strategies, Adaptation Capability, Resort Owners