Customers’ Satisfaction on the Marketing Practices of Beach Resorts in IBA, Zambales, Philippines: Basis for a Harmonized Hospitality Services in the ASEAN

The study was conducted to determine the level of satisfaction of customers on the marketing practices and services of beach resorts operating in Iba, Zambales. The descriptive and inferential methods of research were used with the questionnaire checklist as the main tool in data gathering using the 5-point Likert scale. Focused variables include product, price and promotion. Level of significance is at 0.05. The profile of the 355 respondents was also described. Based on the assessment of the respondents as to the marketing practices of IHRRA, the respondent’s general ratings for product offerings, price, and promotion were described as “Often” practiced. The level of satisfaction of the respondents on the services of IHRRA beach resorts for product, price, and promotion were all described as “Very Satisfied”. The findings also revealed that in terms of customer satisfaction and with product as the independent variable, there is “Moderate Relationship” on the marketing practices in terms of product, price and promotion. Based on the trend on tourism in the Philippines, IHRRA beach resorts should better improve their services and facilities to invite more tourist to visit and stay in Zambales. IHRRA should strengthen its membership and linkages with the local, national and international organizations to bring in these tourists. Websites must be developed to showcase the beauty of Zambales and the hospitality of its people.