ASSESSMENT ON THE PROMOTIONAL ACTIVITIES OF SELECTED TOURIST ATTRACTIONS IN RODRIGUEZ, RIZAL: BASIS FOR PROMOTIONAL PLAN

Abstract

The objective of this study was to conduct a thorough evaluation of the promotional activities used by selected tourist attractions in Rodriguez, Rizal. The study aimed to develop an effective promotional plan that would increase the visibility and attractiveness of these destinations, ultimately boosting tourism in the region. By assessing the strengths and weaknesses of current promotional strategies, the research sought to provide actionable recommendations to enhance marketing efforts and ensure a more effective promotion of these local attractions. The main objectives of this study were to present a detailed profile of the respondents, analyze the promotional activities implemented by selected tourist attractions, assess the respondents’ perceptions of these strategies, identify any issues or challenges with the current promotional methods, and propose an enhanced promotional plan to improve the effectiveness of these marketing efforts for the tourist attractions in Rodriguez, Rizal. The study's findings revealed key insights into the demographics and perceptions of respondents. A majority of 60% of participants identified as male. The largest age group, accounting for 46% (23 respondents), fell within the 18–22-year-old range. The second-largest group, representing 36% (18 respondents), was between 23 and 27 years old. The 25–29 years age group accounted for 12% (6 respondents), while the 33–37 years range made up 4% (2 respondents), and 2% (1 respondent) were aged 43 years or older. Notably, there were no respondents in the 38–42 years age group.  In terms of promotional activities, personal selling received the highest mean score of 3.72, followed by advertising at 3.32, public relations at 3.09, and publicity at 2.95. The overall composite mean of 3.14 suggests a generally favorable view of the promotional efforts. Additionally, most tourists gave positive feedback about the tourist attractions in Rodriguez, Rizal, regardless of their age, and recommended visiting these sites to friends and family. The study suggests encouraging greater participation from tourists in promotional activities, which would help them better understand the objectives and strategies behind promoting Rodriguez, Rizal. This increased involvement could lead to a deeper connection with the local attractions, ultimately boosting the success of future promotional initiatives.