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23 views6 pages

Manuscript-of-Title.-final 2

research

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Christine Jen
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© © All Rights Reserved
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TOURIM MARKETING STRATEGIES OF LOCAL TOURIST ATTRACTION

IN SANTO TOMAS, DAVAO DEL NORTE

A Thesis
Presented To
The Thesis Committee
Department of Business Administration Education
UM Tagum College
Tagum City

In Partial Fulfillment
Of The Requirements for the Degree
Bachelor of Science in Tourism Management

KENNETH REYVEN V. ABABA


CHRISTINE JOY A. TARONG
MAYUMI V. MUTIA
INTRODUCTION

Tourism plays a crucial role in driving economic development by


fostering cultural exchanges, creating jobs, and enhancing infrastructure
(Morgan, 2019). As competition in the global tourism industry intensifies,
local destinations must implement effective marketing strategies to
attract more visitors and extend their stays (Morgan, 2019). These
strategies are essential for destinations to maintain a competitive edge
and achieve sustainable growth. This study aims to evaluate the
marketing effectiveness and tourism potential of local tourist destinations
in Santo Tomas, Davao del Norte, to develop strategies that will enhance
their appeal and competitiveness in the tourism market.

Travel and leisure have become vital components of the local


economy, particularly in emerging areas like Santo Tomas and the
broader Davao Region. In an increasingly competitive global tourism
market, efficient marketing strategies are essential for attracting visitors
and sustaining economic growth while enhancing the tourist experience
(Varadarajan, 2015). Strategic marketing involves more than just creating
and implementing targeted campaigns; it requires careful planning to
align these strategies with broader market objectives, ensuring consistent
performance (Varadarajan, 2015). For local tourism sites, this underscores
the potential success of well-designed marketing campaigns in not only
drawing tourists but also fostering their loyalty and satisfaction during
their visit.

Understanding the impact of tourism marketing tactics on key


dependent variables such as tourist satisfaction, loyalty, and arrivals is
essential for assessing their effectiveness. Dependent variables serve as
critical indicators of the success of marketing campaigns and the overall
performance of a destination (Pike & Page, 2014). For instance, visitor
satisfaction is a significant outcome to measure, as it is often closely
linked to the likelihood of repeat visits and positive word-of-mouth
recommendations (Lee et al., 2020). Similarly, evaluating tourist loyalty
provides insights into how well a destination retains its visitors, which is
crucial for sustaining long-term success in the competitive travel industry.
By focusing on these dependent variables, this study aims to assess the
effectiveness of specific marketing strategies in enhancing the overall
appeal and performance of local tourist attractions.

The success of tourism destinations heavily relies on the strategic


use of key independent variables, including promotion strategies, pricing
strategies, product development, and distribution strategies. According to
Morrison (2013), these variables are integral to how a destination is
perceived by potential tourists and can directly influence their decision-
making process. Each of these independent variables plays a significant
role in shaping the overall appeal and competitiveness of a destination.

Even while tourism is becoming a bigger part of local economies,


there is still a big knowledge vacuum on how well customized tourism
marketing techniques work for lesser-known, smaller sites like Santo
Tomas, Davao del Norte. Major tourism centers are the subject of a large
portion of the literature now in publication, undervaluing local attractions
(Pike & Page, 2020). In order to close this gap, this study offers a detailed
examination of how strategic marketing initiatives—in particular, those
related to product creation, distribution, price, and promotion—affect
visitor satisfaction and loyalty in smaller travel markets.

One of the gaps is that for Santo Tomas empirical research related
to certain marketing strategies (promotion, pricing, product development
and distribution) associated with tourist satisfaction who then they may
return again has been lacking. Besides, the competitiveness assessment
tourism attraction by marketing part still rarely being researched
empirically in quantitative manner. As such, this study aimed at filling in
the gap by offering a specific and data-supported examination of tourism
marketing for Santo Tomas that further adds to our understanding about
how regional tourist attractions build effective destination development
strategies.
This study aims to assess the level of marketing strategies of Santo
Tomas, Davao del Norte in terms of examining several key aspects.
Specifically, it will evaluate the effectiveness of promotion strategies,
pricing strategies, product development, and distribution strategies
employed by local tourist attractions. Second objective is to formulate an
action plan based on the result of the study.

This study is significant as it provides an in-depth analysis of


tourism marketing strategies and their impact on the success of local
tourist attractions in Santo Tomas, Davao del Norte. This study provides
insights, on how implementing promotion tactics and adjusting prices and
product offerings can enhance tourist attraction levels and overall
satisfaction while fostering visitor loyalty.
METHOD

This study will involve collecting numerical data through structured

surveys targeting tourists and local stakeholders. The surveys will focus

on key dependent variables, including tourist satisfaction, loyalty, and

visitor arrivals, to measure the effectiveness of current marketing

strategies. Independent variables such as promotion strategies, pricing

strategies, product development, and distribution strategies will be

evaluated to determine their impact on these dependent variables.

This study employs a quantitative research design to assess the

effect of tourism marketing tactics on major dependent variables such as

visitor satisfaction, loyalty, and arrivals in Santo Tomas, Davao del Norte.

Data from both visitors to the area and local tourism stakeholders, such as

company owners, local government representatives, and tourism

operators, will be gathered through the use of structured surveys. The

purpose of the survey is to assess how well different independent

variables—price, distribution, product development, and promotion

strategies—achieve their goals of raising the destination's overall

performance and appeal.


References

Morgan, N., 2019. Marketing for Tourism: Strategies for Success.


Routledge, London.
Varadarajan, R., 2015. Strategic Marketing: Theory and Practice. Sage
Publications, London.
Lee, J., Lee, M. and Lee, J., 2020. ‘Visitor satisfaction and its impact on
loyalty: A study of tourism destinations in South Korea’. Tourism
Management, 76, pp. 103-112.

Pike, S. and Page, S.J., 2014. ‘Destination marketing organizations and


destination marketing: A narrative analysis of the literature’. Tourism
Management, 41, pp. 202-227.

Morrison, A.M., 2013. Marketing and Managing Tourism Destinations.


Routledge, London.

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