This study aimed to evaluate Caliraya Recreation Center (CRC) on its emergence as a tourist destination in Laguna. The study analyzed the strengths and weakness of the center in terms of its accommodation, accessibility, affordability, amenities, attraction, and services; identified the promotional strategies used by the management; and evaluated the satisfactory level of the guests in terms of various fun-filled activities it offers.
Descriptive evaluative method was applied in the study. The researchers and the guests who served as respondents of the study answered the observation checklist based on the standard requirements of the Department of Tourism for a tourism establishment. The satisfactory level of the guests in terms of the activities offered in Caliraya Recreation Center was also evaluated; the manager as the key informant of the study was interviewed on the different promotional strategies they used; and survey was conducted from January 8 to January 17, 2010. Data gathered were analyzed using frequency and percentage distribution.
Findings revealed that CRC complies with the standard requirements of the Department of Tourism for a tourism establishment. It was also showed that the respondents experienced absolute satisfaction in all outdoor, field, and court activities simply because most of these activities do not have additional charges unlike the smashing water fun adventure which was not experienced by most of the respondents because of its additional charge.
In the interview with the general manager, it was found out that the promotional tools used by the establishment were fan distribution using brochures, leaflets, banners, and road signs. CRC uses varied strategies like giving special promotion through discounts for the group visits, long staying guests and room occupants, and giving gift packages for returning tourists. They also put advertisements on tv and internet. According to the manager, personalized approach through personal or direct selling is their most effective promotional strategy.