Thesis (Master in Management) -- University of the Philippines Mindanao, June 2017

For tourism industry, especially in resort-hotels, the critical measure of performance is the guest arrivals. Faced with stiff competitions (direct and subtitle).Pearl Farm Beach Resort is experiencing low occupancy affecting greatly its financial performance for the past three years. Their vision, ?to be the leading resort development corporation in Mindanao?, may not be attained due to this factor. A modified framework adapted from the Comprehensive Strategic Management Model of Fred David (2011) and the Destination Competitiveness and sustainability of Richie and Crouch (2011) were used to evaluate the factors affecting the resort. Methodologies used in this paper were an in-depth analysis of the external environment thru PEST and Porter's Model, complemented with strategic management tools in assessing the internal environment. Strategic options that may be implemented in the resort are the aggressive marketing strategies (i.e., implementation of additional discounts during lean season or development of new bundles to identified and potential markets of luxury tourism promoting the identified selling points of PFBR), increasing public awareness through increased and strengthened tie-ups with travel agencies, airlines and hotels and the re-launching of day tour package. These strategies, if implemented would lead to attainment of the proposed objectives of the resort.