ADAPTING TO FESTIVAL DOWNTIMES: MARKETING STRATEGIES OF LOCAL BUSINESSES DURING THE MORIONES FESTIVAL OFF-PEAK SEASON IN MARINDUQUE, PHILIPPINES

The Moriones Festival is a major cultural event in the province of Marinduque, Philippines that attracts many tourists each year. While it boosts local income during Holy Week, many small and medium-sized enterprises (SMEs) struggle during the off-peak months from May to February. This study explores the marketing strategies these businesses use to cope with seasonal downturns. Using a qualitative case study with a descriptive approach, the research focused on selected hotels, restaurants, souvenir shops, and a tour agency. Data were collected through semi-structured interviews with ten business owners or representatives and two government officials from the Provincial Tourism and Cultural Office and the Department of Trade and Industry – Marinduque. Promotional materials were also reviewed to support data triangulation. Thematic analysis was applied to identify common patterns and key themes. Findings reveal that businesses face reduced demand, financial strain, workforce adjustments, changing consumer behavior, and limited institutional support during off-peak seasons. To respond, many adjust their product offerings, revise pricing, strengthen promotions, and expand digital marketing efforts. Diversifying services, improving online presence, and building stronger collaboration with government agencies emerged as important strategies. Overall, the study highlights practical approaches that can help SMEs maintain operations, stabilize revenue, and support year-round tourism development in Marinduque.