BEYOND the Brochure: The Measurable Influence of Marketing Strategy and Organizational Culture on Organizational Performance of Davao Region RESORTS

Abstract

This quantitative study explored the influence of marketing strategy and organizational culture on the organizational performance of resorts in the Davao Region. Using a descriptive-correlational design, data were collected from 200 resort managers and supervisors via standardized survey questionnaires. The study focused on 3 main constructs: marketing strategy, organizational culture, and organizational performance, with each assessed through validated indicators aligned with industry standards. Findings revealed that both marketing strategy and organizational culture were positively perceived by resort leaders, with particular strengths identified in location accessibility and organizational guidance. Organizational performance, encompassing financial, marketing, employee, and operational dimensions, was also rated favorably. Correlational analysis indicated significant positive relationships between the independent variables and organizational performance. Moreover, regression results confirmed that both marketing strategy and organizational culture contribute meaningfully to performance outcomes, with organizational culture demonstrating a more substantial effect. The study highlights the importance of cultivating strong internal strategies to drive performance in the resort sector. It recommends that resort managers invest in both effective marketing approaches and a supportive organizational culture to sustain growth, improve service quality, and enhance overall competitiveness in the tourism industry.