Leading Mindanao tourism : a strategic plan for Madayaw Resort / Lemuel O. Calatrava ; Thaddeus R. Acuña, Sylvia B. Concepcion, Aurelia Luzviminda V. Gomez, advisers.
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TextLanguage: English Publication details: Davao City : School of Management, University of the Philippines Mindanao, c2014.Description: xi, 73 leavesSubject(s): Dissertation note: Summary: Madayaw Resort is faced with unstable financial performance in the recent years. This is characterized by sustained low revenues caused by low guest volume and large amount of lost bookings. These brought the necessity of assessing the Resort's competitive position relative to its market and historical performance. The methodologies employed in this strategic paper were outlined by the conceptual framework for destination competitiveness, as modified from David (2011) and Crouch (2007). The methodologies include exploratory research and detailed analyses of the Resort's external and internal environment, complemented with strategic management tools in order to identify and select the optimum strategy. Among the feasible alternative strategies that may be implemented by Madayaw Resort, 'product development' emerged as the best. This involves implementing new and improved Resort products/services in order to attract more individual tourists and group banquets. These products include the expanded accommodation facilities for corporate/group clients, and enhanced marketing activities to mitigate lean months. Implementation of this strategy would lead to the attainment of the Resort's target utilization and earnings.
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Thesis | University Library | Non-Circulation | LG993.2 2014 M21 C35 (Browse shelf(Opens below)) | Available | 3UPML00036090 |
Confidential
Thesis(Master in Management)--University of the Philippines Mindanao, December 2014.
Madayaw Resort is faced with unstable financial performance in the recent years. This is characterized by sustained low revenues caused by low guest volume and large amount of lost bookings. These brought the necessity of assessing the Resort's competitive position relative to its market and historical performance. The methodologies employed in this strategic paper were outlined by the conceptual framework for destination competitiveness, as modified from David (2011) and Crouch (2007). The methodologies include exploratory research and detailed analyses of the Resort's external and internal environment, complemented with strategic management tools in order to identify and select the optimum strategy. Among the feasible alternative strategies that may be implemented by Madayaw Resort, 'product development' emerged as the best. This involves implementing new and improved Resort products/services in order to attract more individual tourists and group banquets. These products include the expanded accommodation facilities for corporate/group clients, and enhanced marketing activities to mitigate lean months. Implementation of this strategy would lead to the attainment of the Resort's target utilization and earnings.
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