International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Influence of Marketing Strategy and Organizational Culture on Organizational Performance of Davao Region Resorts: An Explanatory Sequential Mixed Method

Author(s) Dr. Joan Miradores Arado
Country Philippines
Abstract This study examined the influence of marketing strategy and organizational culture on the organizational performance of resorts in the Davao Region, Philippines, using an explanatory sequential mixed-methods design. The quantitative phase involved a survey of 200 resort managers and supervisors, while the qualitative phase consisted of in-depth interviews with 10 selected participants to further explain the quantitative results. Findings revealed that marketing strategies were rated high, organizational culture was rated very high, and organizational performance was likewise very high. Correlation and regression analyses indicated that both marketing strategy and organizational culture significantly influenced organizational performance, with organizational culture emerging as the stronger predictor. Qualitative findings largely confirmed the quantitative results, highlighting leadership, shared values, employee engagement, and customer-oriented practices as key contributors to performance. Minor areas of discordance pointed to contextual challenges in marketing implementation. Grounded in the Resource-Based View and Goal-Setting Theory, the study underscores the importance of aligning internal capabilities and strategic objectives to enhance resort performance. The findings offer practical insights for resort managers, policymakers, and tourism stakeholders in promoting sustainable and competitive resort operations.
Keywords Business Management, marketing strategy, organizational culture, organizational performance, regression, Philippines
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-15
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.69022
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E-ISSN 2582-2160
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