
An increasing number of beach resorts nowadays have been adapting the concept of green practices in their operation. The foreseen benefits are evident in the numerous studies made in developing countries. In the Philippines, more firms are becoming aware of the need to shift into green marketing. Specifically, the tourism industry uses nature in promoting its business. Thus, this study aims to assess if there is a significant difference in implementing green practices of selected beach resorts in Marinduque in terms of their recycled and eco-friendly materials, proper waste management, usage and selling of green products, and water and energy conservation and eco-friendly programs. Also, it will identify the significant difference between the two groups of respondents on green practices based on PESTEL analysis, such as the political, economic, social, technological, environmental, and legal factors. This study used a descriptive research method; data gathered were from 150 respondents (owners/employees and tourists/visitors) using convenience sampling. Self-made questionnaires had distributed through an online survey via google form and printed copies. The researcher used weighted mean, ranking, and Likert scale to analyze the data. Also, the T-test was utilized to determine the significant differences. The study concluded that both respondents strongly agree on all critical variables in implementing green practices. In terms of existing green practices, the highest overall weighted mean is water and energy conservation, followed by recycled and eco-friendly materials, proper waste management, eco-friendly programs, and the last is the usage and selling of green products. Based on PESTEL analysis, the factor with the highest overall weighted average is economic; followed by social and environmental factors; third is the technological factor; fourth is legal, and the last is the political factor. At the end of this study, the researcher proposed a strategic marketing plan to enhance the implementation of green practices in the selected beach resorts in Marinduque. Moreover, this study also recommends different measures to address the existing challenges in assessing the green initiatives of the resorts.
Armina A. Javier, MBA, CTMP and Michelle M. Carmona, MBA, CTMP