Philippine E-Journals

An Analysis of Promotional Strategies of Lagos del Sol Resort in Lake Caliraya, Cavinti, Laguna

Alexis P. Labampa | Jennibeth A. Malabanan | Robin A. De Robles

Discipline: Hotel and Restaurant Management

 

Abstract:

The general objective of the study was to analyze the promotional strategies used by Lagos del Sol Resort in Lake Caliraya, Cavinti, Laguna for the year 2008-2009. This study focused on determining the existing promotional strategies of Lagos Del Sol Resort; identifying if these promotional strategies contribute to its tourist arrival; and identifying if the resort meets the ten smart promotional strategies.

The study used descriptive method to analyze the problem. Interview guide was used to determine the existing promotional strategies used by Lagos del Sol Resort and its Account Executive and Accounting staff served to be the respondents of the study. Based on the results, all employed promotional strategies of Lagos del Sol are acceptable in terms of informing and reminding possible clients. Likewise, Lagos del Sol meets the ten smart promotional strategies. The promotional strategies that contribute a lot to its tourist arrival are the “take customers point of view, sales visit, and sponsorship.”

 

It was concluded that Lagos del Sol uses the ten smart promotional strategies in the upliftment of the resort in terms of sales. Most of the ten smart promotional strategies are applied to promote the establishment. Specifically, the promotional strategies that contribute to its tourist arrival are “Take the customers’ point of view,” Practice “four walls,” and “Track every campaign run.” On the other hand, Lagos del Sol does not have billboards and tarpaulins in strategic places.

 

The study recommended that Lagos del Sol should be more competitive in terms of promoting its facilities and services. It also needs to improve its other facilities like entertainment rooms and activity area. In addition, it should also improve its other promotional strategies to attract more tourists. The management should improve the billboards of the resort in terms of their sizes, colors, and designs. It should be more artistic and creative. Additional billboards should also be considered especially in the strategic places. Contact numbers should also be provided on each promotional tool.