Business Performance of Resorts and Casino: Basis for Sustainability Plan

Abstract

This study examines the business performance of Company A, a mid-sized resorts and casino establishment located in Binangonan, Rizal, with the aim of developing a sustainability plan focused on operations, marketing, and competitiveness. The research addresses persistent challenges such as aging facilities, inconsistent service quality, pricing misalignment, and declining guest satisfaction, which collectively weaken competitiveness in the experience-driven hospitality and gaming industry. By assessing these issues, the study seeks to identify strategic interventions that can improve organizational performance and long-term sustainability.A descriptive qualitative and descriptive research design was employed. Data were gathered through in-depth interviews with key management personnel, analysis of guest feedback from online travel platforms, and benchmarking against leading competitors. Document analysis was also utilized as a secondary method to validate and triangulate findings. Thematic analysis was applied to identify recurring patterns in operational efficiency, service delivery, marketing effectiveness, and competitive positioning.Results of the study indicate that operational gaps and deteriorating facilities were the primary factors contributing to declining guest satisfaction and reduced repeat visitation. Marketing initiatives were found to be consistent but ineffective in bridging the gap between expected and actual guest experience. Benchmarking results highlighted opportunities for modernization, service enhancement, development of experience-based packages, and strengthening of digital marketing and loyalty programs.The study concludes that coordinated improvements in operations, marketing, and competitive strategy are essential for restoring guest satisfaction and ensuring sustainable business performance. A structured sustainability plan was proposed, including phased renovations, standardization of operating procedures, staff retraining, curated guest offerings, and KPI-based monitoring systems for financial performance, customer satisfaction, and operational efficiency. Continuous improvement and risk management mechanisms were also integrated to support long-term resilience. The findings offer practical guidance for similar mid-sized resorts and casinos seeking to enhance competitiveness in a dynamic hospitality environment in the Philippine context specifically today.