Marketing Strategies of Tourist Visitation in Pilar, Capiz

PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE
TOURIST ATTRACTIONS IN SELECTED BARANGAY’S IN
THE MUNICIPALITY OF PILAR

FERDINAND T. CABALAR JR.
DIANNE S. ACADEMIA
BSM III

PRESENTED TO: DR. MARCELA C. BUENVENEDA
PILAR CAMPUS, CAPIZ STATE UNIVERSITY
IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE COURSE

INTRODUCTION TO RESAERCH
(RESEARCH 01)

JANUARY 2013

TABLE OF CONTENTS | PAGE | PRELIMINARIES | | Title Page | 1 | Table of Contents | 2 | CHAPTER I THE PROBLEM AND ITS BACKGROUND | 3 | | | Introduction | 3 | Statement of the Problem | 4 | Objectives of the Study | 4 | Significance of the Study | 4 | Scope and Delimitation of the Study | 5 | Definition of Terms | 5 | | | II REVIEW OF RELATED LITERATURE | 6 | | | III RESEARCH METHODOLOGY | 9 | | | Study Area | 9 | Respondents of the Study | 10 | Sample Size and Sampling Technique | 10 | Construction of Data Collection Instrument | 10 | Scoring of Variables | 11 | Pre-testing of Data Collection Instrument | 11 | Data Collection | 11 | Analysis, Interpretation and Presentation of Data | 12 | LITERATURES CITED | 13 | | | APPENDICES | 14 | | | Questionnaire | 15 | Letters of Permission | 17 |

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

The Philippines is an archipelago in Southeast Asia made up of over 7000 islands. Beaches, volcanoes and wildlife are among the attractions that tempt tourists to the country and the most visited places include the islands with exotic beaches and sites of outstanding natural beauty. The Philippines has three main islands - Luzon in the north, Visayas; a cluster of smaller islands in the middle, and Mindanao down south; the largest island.

The Philippines enjoys a diversity of destinations, activities, and events which every explorer experiences in this archipelago of wonders. Vast mountains and volcanoes tell of great legends. Old cities share stories of the past. Caves excite. Shimmering waters and a tropical climate lure travelers all year round.

Considered the third-largest English-speaking country in the world, the Philippines offers world-class facilities and services - excellent accommodations, fine restaurants, modern shopping centers and communication services, efficient congress and exhibition organizers and professional tour operators.

With eighty provinces that composed the Philippines, each with their own tourism plans, attractions, potential landmarks, historical sites and local events like festivals – all vying for tourism attention and recognition, it is with pride and distinct honor to be given recognition that could help boast local aspiration and endeavors pertaining to tourism – particularly when the LGUs and the private sectors are in partnership in making tourism really works. Suck recognition whether in a form of simple framed citation or specially sculptured item with all the words written or engraved and signatures of distinguished people appearing – is already an inspiration wroth to be treasured.

For a small province like Capiz, having chosen as the 3rd Best Tourism-Oriented Province all over the country is not just “a big deal” but a well-deserved accomplishment that every local tourism-oriented government personnel, private entity or individual should be proud of. It’s a recognition that only signifies the country’s growing tourism awareness and national government attention to what is happening in the countrysides that is contributing to the national thrust of making the country a top tourist destination. For Negros Occidental, which took the 1st place, is more reason enough to be proud as two provinces in Region 6 made it as Best Tourism-oriented LGU in the country. Theirs was quited expected with most of its cities and municipalities doing so much for tourism contributing to the over-all performance of the province. So, with these performances and awards, no doubt DOT’s regional office undr the stewardship of Atty. Helen Catlabas is pleased to note that the regional endeavors has been positively delegated and put to use as envisioned. Credit goes to all tourism key players who shared similar faith and trust to all tourism-related activities that continually put Western Visayas in the tourist map.

Statement of the Problems This study is conducted to investigate the Packaging, Promotion, and Marketing Strategies of the tourist attraction in the selected barangay’s in the Municipality of Pilar. Specifically, it sought to answer the following question: 1. What are the socio – demographic profiles of the respondents? 2. What are the packaging, promotion and marketing strategies of tourist attraction in the selected barangay’s in the Municipality of Pilar. 3. What are the ongoing – campaign strategies of the tourist attraction in selected barangay’s in Pilar, Capiz.

Objectives of the Study

This study aims to find out the following objectives: 1. To find out the socio – demographic profiles of the respondents? 2. To find out the packaging, promotion and marketing strategies attraction in the selected barangay’s in the Municipality of Pilar. 3. To find out the ongoing – campaign strategies of the tourist attraction in selected barangay’s Pilar, Capiz.

Significance of the Study This study will support the tourism in the implementation of information and education campaigns regarding tourism development for the general public areas of interest could include developing the “culture of hospitality” campaigns related to possible social impact of an influx of tourist. The result of this study may also contribute more investments and employment and sustainable tourism industry in Pilar, Capiz.

Scope and Delimitation of the Study This study is limited only to the packaging, promotion and marketing strategies of the tourist attraction in Pilar, Capiz. This study covers only the identified tourist attractions in Pilar, Capiz and it focused only to the 5 barangays in Pilar whaich are known to be tourist destination. This barangay’s are San Silvestre, Casanayan, Natividad, Dulangan and Tabun – acan.

Definition of Terms

To facilitate better understanding of this study, the following terms was define operationally according to their use in the study.

Attraction – refers to the desirability to see or view by an individual.

Respondents – refers to the person who is the subject of the study.
Tourist – refers to a traveler or a writer or a sightseer.

Promotion – it is to encourage the sales, acceptance, etc. of (a product or tourist attraction) especially through advertising or other publicity.

Packaging - an act or instance of packing or forming packages.

Marketing strategies - is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage.

Market Segmentation - is the technique used to enable a business to better target it products at the right customers. It is about identifying the specific needs and wants of customer groups and then using those insights into providing products and services which meet customer needs.

CHAPTER II
REVIEW OF RELATED LITERATURE

According to (aviationandtourism.com) 2012, Tourism promotion, destination product marketing success. Reaching a wide market of potential customers with limited budget is a key tourism promotion challenge for any tourism board, regional tourism organization, resort, hotel, cruise company, sightseeing or activity operator, or destination marketing organization.

According to (Emerald Group Publishing) 2012, strategic marketing becomes a necessary practice in contemporary tourism services firms. Strategic Marketing in Tourism Services focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. The book presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it presents the strategic responses of each tourism sub-sector - hospitality, air transport, tour operation, travel agencies and the tourism destinations - from various countries around the world.

According to (Laura Acevedo) 2010, Offer promotions to entice tourists to visit your destination. Consider offering group discounts, coupons, off-season specials and free items to entice tourists to spend their holiday dollars with you. Work with multiple attractions to create a bigger package and steeper discounts. If you are a small tourist town, work with the trolley car tour, museums and other attractions to offer package discounts. Consider half-price options if visitors purchases at least two activities. For a more comprehensive approach, bundle lodging, food and activities into savings packages that target families, honeymooners or seniors. The increase in visitors can offset discounts and can increase tourists choosing your destination over rival locations.

According to (DURAN,INCI) 2010, internet marketing strategies are all inclusive in that most online business will engage in nearly all of the common strategies in order to publicize their business, such as SEO, Sponsored Search, Social Marketing, etc. It is important to note, however, that some strategies are more important for specific industries. Never has this been truer than with internet marketing strategies for tourism products.
Tourism is a unique business. Back in the days of brick and mortar businesses, most tourism products were sold through travel agencies. Airline flights, hotel bookings, car rentals and package tours were handled by a select group of trained professionals who took a fee for their service. As the internet continued to grow and ecommerce tools were developed, tourism was a natural fit for the internet. The ability to access millions of pieces of information instantaneously, track things like miles, and even plan complicated itineraries was made possible with just a few clicks of the mouse. Large national companies took advantage of this almost immediately, although recently, smaller companies that promote tourism products are beginning to emerge with some prominence.
According to (Beth Shumate) The most effective way to reach the target audience with tourism promotions and marketing is to develop a strong ad campaign that fully conveys what your community or destination has to offer the visitor. You 'll need to work closely with an ad agency, the city 's marketing department and the CVB marketing committee to develop an ad campaign and a brand for your destination that evokes the feelings you want to foster in your visitor.
For instance, if your community primarily caters to sports-related tourists, your ad campaign and/or brand will reflect action, vivid color and a sports-inspired theme. Conversely, if your destination 's main draw is its historic district, you 'd want to develop an ad campaign with a homey, nostalgic sensibility that evokes strong emotions and a warm, fuzzy feeling.
A weak or confusing brand or ad campaign can also hamper the effective promotion of a destination.
According to (Newfoundland and Labrador Tourism) will take a growth-strategy approach to marketing Newfoundland and Labrador as a tourism destination. Advertising will reach and persuade visitors to come to Newfoundland and Labrador, rather than to other destinations in their evoked set. Public and media relations will reinforce the key messages, delivering a consistent and relevant brand image of the province, while sales and online initiatives will "close the loop."
The tourism product – in the form of attractions, experiences, and infrastructure – has a larger role to play in increasing length of stay, amount of money spent per trip, and overall tourism revenues. To be successful in attracting customers from competitors, it’s essential that we focus and concentrate our resources on the best opportunity – and create programs and campaigns that are fully integrated.
According to (Jan Smit)2010, a CSES partner, was among a group of experts selected to prepare a guide for the promotion of foreign direct investment in the tourism sector on behalf of the United Nations Conference on Trade and Development (UNCTAD).The guide, part of the Investment Promotion Series publications of UNCTAD, is aimed at Investment Promotion Agencies intended to provide practical advice in attracting foreign direct investment in the tourism sector. It follows a step-by-step approach, supported by best practice case studies, for the development and implementation of an investment promotion strategy, the identification of opportunity areas and approaching potential foreign investors.

CHAPTER III

RESEARCH METHODOLOGY

This chapter deals with the discussion of the methods used in the study. This includes the study area, respondents of the study, sample size and sampling techniques, survey instrument, data collection, scoring and categorization of variables and analysis interpretation and presentation of data.

Study Area

This study is conducted at the selected barangay in the municipality of Pilar, namely; Dulangan, Natividad, Casanayan, San Silvestre and Tabun – acan. This barangay’s are chosen because they have tourist attraction.
Pilar is one of the 16 municipalities of the Province of Capiz. It is the last municipality going east from Roxas City, the capital of the province. The town is blessed with abundant natural resources particularly marine and agricultural products. The town has already twenty – three (23) elementary schools, four (4) national high schools, and one (1) university. This municipality is composed of 24 barangays which majority of them has vast agricultural lands. The total population is 41, 572 (as May 2010 Census of Population and Housing).

Natividad, is a sparely populated barrio of Pilar, Town lies at the poblacion. It is narrow and elongated. It is said to be the first barrio ever established after the founding of Pilar, at the middle of nineteenth century, was the barrio whaich has the existence of the good hundred years. Balisong Cave is one of their tourist attractions. It has a population rate of 3, 704 people with a total land area of 902.52 hectares according to the 2010 census.

San Silvestre is the farthest barangay from the town proper. It is located in the Southest part of Pilar with a distance of about 26 km. away from Poblacion via Pres. Roxas. Most of the parts of the place are hills and mountains due to its rich agricultural resources. Kawa – kawa is one of their tourist attraction. San Silvestre has a population of 781 residents with a total land area of 85.71 hectares.

Tabun – acan is adjoining San Silvestre. It is estimated to be 25 kms from the town proper. This barangay is endowed with luxuriant soil suited to different major agricultural crops. Thus majority of its folks engage in farming as their major source of income. Hills and mountains are also numerous in the place. Hinulugan Falls is one of their tourist attractions in their barangay. Tabun – acan has a total land area of 131.54 hectares with 1, 836 residents.

Casanayan is situated in the Municipality of Pilar province of Capiz. The village is very blessed by having its own Elementary and Secondary school, Both elementary and high school also cater to the children of the nearby villages like San Antonio, Dayhagan and Balogo. Casanayan is also gifted with a bizarre phenomenon of a dead lady who 's her body refuses to decay after her death. Maria Basanes died at the age of 47 from a heart attack way back in 1829. Casanayan has a total population of 3,095. Dulangan is a one of the barangay in the municipality Pilar in the province Capiz in Western Visayas which is part of the Visayas group of islands. And their tourst attraction is the Agtalin Shrine with 85-feet tall statue of Miraculous Medal is considered as the highest Marian statue in Asia. Thousands of devotees flocks every 1st Saturday of the month to Agtalin Hill. You can appreciate the fresh air on top. There are 185 steps of stairs before you could reach the top.

Respondents of the Study The respondents of the study are sixty (60) citizens coming from the five (5) barangays in the Municipality of Pilar. Twelve (12) respondents are chosen from every barangay.

Sample Size and Sampling Technique This study involved 60 respondents from the selected barangays in the municipality of Pilar. These 60 respondents were selected through proportionate and random sampling techniques using drawing of lots. This study covers 60 respondents with 12 respondents each from 5 barangays. Construction of Data Collection Instrument The questionnaire is used to collect data from the respondents. It is composed of three parts: First part call for the information on the demographic profile of the respondents such as age, gender, civil status, educational attainment, and monthly income. Second part include the on – going campaign strategies to improved tourist visitation and the third part included the best practices in attracting tourist visitation.

Pre-testing of Data Collection Instrument

Before the actual gathering of data, the questionnaire is first pre–tested to 5 respondents in the selected barangays in Pilar. The pre – testing survey is conducted to determine the validity of items in the questionnaire and to determine the questionnaire whether the questionnaire is comprehensible to the respondents or not. Necessary modification and revision are made after the pre-testing to make the questionnaire comprehensible and reliable. Afterwards, the pre – tested respondents are not anymore included in the final data collection.

Scoring of Variables

Each marketing strategies had five alternative responses. The response had assigned corresponding weights and scores that categorized as follows:

Verbal Interpretation | Weight | Range of Scores | Strongly Aware | 5 | 4.21 – 5.00 | Aware | 4 | 3.41 – 4.20 | Unaware | 3 | 2.61 – 3.40 | Lightly Unaware | 2 | 1.81 – 2.60 | Strongly Unaware | 1 | 1.00 – 1.80 |

Collection of Data

Before the questionnaires are distributed to the respondents, the researcher first made a letter of permission to be send to the barangay captain in the selected barangays in the municipality of Pilar and to the respondents signed by the brgy. captains. After obtaining their approvals, the researcher approached the respondents individually. Before they will be given the questionnaire, the researcher first explained to them the importance and purpose of the study and the content of the questionnaire. Then the researcher distributed the questionnaire to the respondents. The researcher supervised while they were answering the questionnaires for clarity and understanding.

Analysis, Presentation and Interpretation of the Data

After the data will be examined thoroughly, it will be analyzed using frequency distribution and percentage. The result of the computed data will be presented in the tables and interpreted accordingly in order to arrive at pertinent conclusions and meaningful recommendation.

The following were the formulas used: % = r x100 n Where:
% = the percentage r = the number of responded n = total number of respondents

LITERATURE CITED

ACEVEDO, L. (2010), “Offer promotions to entice tourists to visit your destination.”

AVIATIONANDTOURISM.COM (2012), “Tourism promotion, destination product marketing success”.

DURAN I. (2010, ” Internet marketing strategies”

EMERALD GROUP PUBLISHING (2012), “Strategic Marketing in Tourism Services”

SHUMATE, B. “Tourism Promotions and Marketing”.

SMIT, J. (2010), “promotion of foreign direct investment in the tourism sector on behalf of the United Nations Conference on Trade and Development (UNCTAD)”.

APPENDICES

Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Capiz

PACKAGING, PROMOTION AND MARKETING STRATEGIES
OF THE TOURIST ATTRACTIONS
IN CAPIZ

QUESTIONNAIRE

PART I: Socio-Demographic Profile of the Répondent
Directions: Supply or put a check (√) in the following information.
Name: (Optional)__________________________________Age: ________
Gender: ( ) Male ( ) Female
Civil Status: ( ) Single ( ) Married ( ) Widowed Educational Attainment ( ) Elementary Graduate ( ) Secondary Graduate ( ) College Graduate Occupation: _______________________ Monthly Income:____________________

Part II. Ongoing and Proposed campaign strategies to improved tourist visitation.

Campaign Strategies | ( ) Advertisements in magazines, other guides, etc… | ( ) Direct Marketing | ( ) Conduct Trade shows | ( ) Free Publicity (newspaper, magazines) | ( ) Posting in Website / Internet Marketing | ( ) Conduct Personal Selling | ( )Promotional Campaign using online communication including social media activity | ( ) Improve Waste management campaign | ( ) increased tourist supply (accommodation establishments, restaurant) | ( ) Distributing Tourism guidebooks | ( ) Conduct Motorcoach tours | ( ) Offer Booking On Facebook | ( ) upgrade and maintain product and improve services. |

Part II. Best Practices in attracting tourist Visitation

Best Practices | ( ) Market Segmentation | ( ) Targeting | ( ) formulating and implementing tourism related activities and facilities | ( ) National domestic tourism trends and forecasts | ( ) Advocacy for community tourism awareness | ( ) Implement program to increase visitor length of stay | ( ) Further develop and promote the website | ( ) Implement program to increase off-peak caravan park patronage | ( ) Ensuring compatibility of actions with regional tourism development plans |

Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Campus
Pilar, Capiz January 29, 2013

Dear Respondents,

We are, Ferdinand T. Cabalar JR. and Dianne s. Academia students of Bachelor of Science in Hotel Restaurant Management of Capiz State University, Pilar, Campus. As a part of academic curriculum we have undertaken this research work entitled “PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE TOURIST ATTRACTIONS IN PILAR”

We request you kindly spare a few minutes of your valuable time in answering the questions enclosed herewith. We pledge you that the information collected from you will be utilized only for the academic purpose. Your response would be most helpful in making this research work success.

Thank you!!
Sincerely yours,

FERDINAND T. CABALAR JR. DIANNE S. ACADEMIA

NOTED:

DR. MARCELA C. BUENVENIDA
Thesis Adviser

PROF. WILSON M. ALBALADEJO Campus Administrator

APPROVED:

HON. RONNIE F. BARGO Barangay Captain

Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Campus
Pilar, Capiz January 29, 2013

Dear Respondents,

We are, Ferdinand T. Cabalar JR. and Dianne s. Academia students of Bachelor of Science in Hotel Restaurant Management of Capiz State University, Pilar, Campus. As a part of academic curriculum we have undertaken this research work entitled “PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE TOURIST ATTRACTIONS IN PILAR”

We request you kindly spare a few minutes of your valuable time in answering the questions enclosed herewith. We pledge you that the information collected from you will be utilized only for the academic purpose. Your response would be most helpful in making this research work success.

Thank you!!
Sincerely yours,

FERDINAND T. CABALAR JR. DIANNE S. ACADEMIA

NOTED:

DR. MARCELA C. BUENVENIDA
Thesis Adviser

PROF. WILSON M. ALBALADEJO Campus Administrator

APPROVED:

HON. ROBINHOOD BENIGLA Barangay Captain

Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Campus
Pilar, Capiz January 29, 2013

Dear Respondents,

We are, Ferdinand T. Cabalar JR. and Dianne s. Academia students of Bachelor of Science in Hotel Restaurant Management of Capiz State University, Pilar, Campus. As a part of academic curriculum we have undertaken this research work entitled “PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE TOURIST ATTRACTIONS IN PILAR”

We request you kindly spare a few minutes of your valuable time in answering the questions enclosed herewith. We pledge you that the information collected from you will be utilized only for the academic purpose. Your response would be most helpful in making this research work success.

Thank you!!
Sincerely yours,

FERDINAND T. CABALAR JR. DIANNE S. ACADEMIA

NOTED:

DR. MARCELA C. BUENVENIDA
Thesis Adviser

PROF. WILSON M. ALBALADEJO Campus Administrator

APPROVED:

HON. RAMIELU BEREBER Barangay Captain Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Campus
Pilar, Capiz January 29, 2013

Dear Respondents,

We are, Ferdinand T. Cabalar JR. and Dianne s. Academia students of Bachelor of Science in Hotel Restaurant Management of Capiz State University, Pilar, Campus. As a part of academic curriculum we have undertaken this research work entitled “PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE TOURIST ATTRACTIONS IN PILAR”

We request you kindly spare a few minutes of your valuable time in answering the questions enclosed herewith. We pledge you that the information collected from you will be utilized only for the academic purpose. Your response would be most helpful in making this research work success.

Thank you!!
Sincerely yours,

FERDINAND T. CABALAR JR. DIANNE S. ACADEMIA

NOTED:

DR. MARCELA C. BUENVENIDA
Thesis Adviser

PROF. WILSON M. ALBALADEJO Campus Administrator

APPROVED:

HON. EDGAR ALFARO Barangay Captain

Republic of the Philippines
CAPIZ STATE UNIVERSITY
Pilar, Campus
Pilar, Capiz January 29, 2013

Dear Respondents,

We are, Ferdinand T. Cabalar JR. and Dianne s. Academia students of Bachelor of Science in Hotel Restaurant Management of Capiz State University, Pilar, Campus. As a part of academic curriculum we have undertaken this research work entitled “PACKAGING, PROMOTION AND MARKETING STRATEGIES OF THE TOURIST ATTRACTIONS IN PILAR”

We request you kindly spare a few minutes of your valuable time in answering the questions enclosed herewith. We pledge you that the information collected from you will be utilized only for the academic purpose. Your response would be most helpful in making this research work success.

Thank you!!
Sincerely yours,

FERDINAND T. CABALAR JR. DIANNE S. ACADEMIA

NOTED:

DR. MARCELA C. BUENVENIDA
Thesis Adviser

PROF. WILSON M. ALBALADEJO Campus Administrator

APPROVED:

HON. MARIE POBLADOR Barangay Captain

Cited: ACEVEDO, L. (2010), “Offer promotions to entice tourists to visit your destination.” AVIATIONANDTOURISM.COM (2012), “Tourism promotion, destination product marketing success”. DURAN I. (2010, ” Internet marketing strategies” EMERALD GROUP PUBLISHING (2012), “Strategic Marketing in Tourism Services” January 29, 2013