Marketing Strategies of Tourism Industry in Tagkawayan, Quezon

Authors

  • Vivien Hope G. Resuma

Keywords:

marketing strategies, tourism industry, interactive marketing, digital marketing, internet

Abstract

According to the Republic Act 9593 of 2009, “Sec. 2 the states declares tourism as an indispensable element of the national economy and an industry of national interest and importance, which must be harnessed as an engine of socio-economic growth and cultural affirmation to generate investment, foreign exchange and employment, and to continue to mold and enhance sense of national price for all Filipinos. Thus, the researcher conducted this study to serve as a guiding tool of the tourism officials, the local government unit and the community to promote and strengthen the tourism industry in Tagkawyan, Quezon. This study sought to answer the following: determine the marketing strategies of the tourism industry along with interactive, digital and internet; know the perceived performance of the tourism industry as to operation, opportunity and competence; test the significant agreement of the rank orders of the marketing strategies and the performance of the tourism industry as perceived by the respondents; identify the problems met and ascertain the solutions to the problems encountered by the industry. Descriptive-correlation method with documentary analysis was employed to gather needed data with the help of the 89 respondents, namely the local government units, the tourism officials, and the entrepreneurs chosen through total enumeration and purposive sampling. Structured questionnaires were used in collecting data with a face to face interview with the respondents. The gathered data were analyzed through Frequency Distribution, Weighted Mean, Percentage, Rank and Kendal Coefficient of Concordance (W) and the Chi-square Test, significant level was set at 0.05. In the light of the findings, the following conclusions were made: the three groups of respondents concluded that the marketing strategies of the tourism industry in Tagkawaya, Quezon is “Highly Implemented” as to Internet as the first rank, followed by digital and interactive marketing. Test of significant agreement among the rank orders on the marketing strategies, the null hypothesis was accepted that there is no significant agreement exists among the rank orders on the marketing strategies of the tourism industry. As to the level of performance of the tourism industry, the overall rating is “Very Satisfactory” as concluded by the respondents along with opportunity, operations and competence. On the test of significant agreement on the rank orders of the respondents’ perception regarding performance of the tourism industry, the decision of having a null hypothesis is accepted; it suggests that the respondents’ appraisal was independent, which means that they don’t have the same opinion on the performance of the tourism industry in Tagkawyan, Quezon. There were eleven problems that have been rated “Very Serious” to the tourism industry, hence the solutions to the problems met by the Industry was rated “Very Commendable” by the respondents.

Published

2018-05-18