MARKETING STRATEGIES USED IN PROMOTING EMILIA-GAVINO

GANCAYCO RESORT IN MARAGONDON CAVITE

A Research Proposal
Presented to the Faculty of the
General Education Department
STI College Rosario

In Partial Fulfilment
of the Requirements for the Course
GEDC1016 – Purposive Communication

OPLE, JADE CHRISTINE FARIO

OLAER, JEROME LIWHEL DARIA
SISAYAN, CHARLES DAVID ANICO
CALAOAGAN, JOHN TEVES
CAPINIG, FRANCINE BAUTISTA

June 2024
 CHAPTER 1
INTRODUCTION

A. Background of the Study

Gancayco Resort, located in the rural town of Maragondon, Cavite, has a rich
history dating back several decades. Established in the 1970s by the
Gancayco family, the resort initially started as a modest escape for family and
friends to enjoy the natural beauty and calmness of the surrounding
landscape. Over the years, through dedication and hard work, the resort
expanded its facilities and amenities to cater to a growing number of visitors
seeking a peaceful escape from urban life.
Marketing plays an important role in attracting guests, enhancing brand
visibility, and ensuring sustained growth in the competitive hospitality sector
(Garcia, 2020). The resort industry is characterized by dynamic consumer
preferences, technological advancements, and evolving market trends,
necessitating a strategic approach to marketing. Emilia-Gavino Gancayco
Resort, with its unique offerings and beautiful surroundings, presents an
intriguing case study for analyzing the efficacy of marketing strategies in
driving guest engagement and revenue generation.
In recent years, digital marketing has emerged as a powerful tool for
reaching and engaging with target audiences in the hospitality sector (Smith,
2019). Social media platforms, and digital advertising channels offer
opportunities for resorts to connect with potential guests and showcase their
amenities and services. Understanding the impact of digital marketing
initiatives on the promotion of Emilia-Gavino Gancayco Resort is essential for
optimizing outreach efforts and maximizing return on investment.
Moreover, the hospitality industry is characterized by intense competition,
with resorts competing for market share and guest loyalty through innovative
marketing approaches (Jones, 2021). By exploring the marketing strategies
employed by Emilia-Gavino Gancayco Resort, this study seeks to uncover
best practices, challenges faced, and opportunities for improvement in
promoting the resort as a premier destination in Maragondon, Cavite.

Through a comprehensive analysis of the resort's marketing initiatives,

including social media campaigns, email marketing and promotional events,
this research aims to provide valuable insights into the effectiveness of
different marketing channels in driving guest bookings and enhancing brand
awareness. By identifying key success factors and areas for enhancement,
the study intends to offer practical recommendations for optimizing marketing
strategies at Emilia-Gavino Gancayco Resort and positioning the property for
sustained growth and success in the competitive resort market.
B. Research Questions
1. How do you know Gancayco Resort?
a. Social Media
b. Friends/Relatives
c. ADS
d. Nearby Areas

2. What is the Purpose of going to the Resort?

a. Leisure
b. Business
c. Religious
d. Educational
e. Others_

3. How do you often go for a Business of leisure?

a. Weekly
b. Monthly
c. Quarterly
d. Occasionally

4. 4.Did you often see the ADS of Gancayco resort in Social Media
platforms?
a. Yes
b. No
c. Not sure

5. How would you likely to recommend Gancayco Resort to Social Media

and to your Family and Friends?
a. Likely
b. Not likely
c. Not sure
C. Review of Related Literature
Starts here …

D. Significance of the Study

The result of this study will benefit the following:

Students. This study will help the students. It can serve as a case study for
academic discussions, research projects, and educational purposes in
hospitality and tourism management programs.

Resort Management: The resort management team can benefit from the
study by gaining insights into effective marketing strategies tailored to their
specific location and target audience. The findings can help them make
informed decisions to enhance the resort's visibility, attract more guests,
and improve overall business performance.

Academic Researchers: Academic researchers in the fields of hospitality,

tourism, and marketing can benefit from the study by using it as a
reference point for further research. The study can contribute to the
existing body of similar knowledge in these disciplines and inspire
additional research on similar topics.

E. Scope and Limitation

This research focuses on exploring the marketing strategies employed to

promote Maragondon, Cavite, an underrecognized tourist destination. It
encompasses an in-depth analysis of current promotional tactics, including
digital marketing, community engagement, and traditional advertising
methods. The study aims to gather insights from various stakeholders, such
as local tourism officials, business owners, and visitors, to understand the
effectiveness and reception of these strategies. It will compare these practices
with successful case studies from other similar destinations to identify best
practices and innovative approaches. The research is geographically confined
to Maragondon, Cavite, providing a localized perspective on tourism
marketing within this specific context. While the research provides a detailed
examination of marketing strategies in Maragondon, Cavite, its findings may
not be generalizable to other regions due to unique local conditions and
cultural nuances. The study relies heavily on qualitative data, which, while rich
in detail, may be subjective and influenced by the personal biases of
respondents. Data collection is also limited by the accessibility and willingness
of participants to engage in interviews and surveys, potentially affecting the
comprehensiveness of the findings. The research period may not account for
long-term trends and seasonal variations in tourist behavior and marketing
effectiveness. The resource constraints, such as time and funding, may limit
the depth and breadth of the investigation.
F. Definition of Terms

MARKETING STRATEGIES
Marketing tactics that emphasize on the visitor experience may raise client
happiness and loyalty. This in turn motivates visitors to come back and refer other
people to the resort.

GANCAYCO RESORT
Emilia-Gavino Gancayco Resort is a hidden resort at Brgy. Pantihan 2. This
resort is perfect for family outings and small events. It has swimming pools and
rooms that can accommodate guests up to 100 pax.

MARAGONDON
The Municipality of Maragondon is a third-class municipality in the province
of Cavite. It is an upland municipality and is predominantly mountainous. Known
mountain ranges with tourist potentials situated in this municipality are Mt. Pico de
Loro, Mt. Palay Palay, Mt. Hulog, Mt. Mataas na Gulod, Mt. Nagpatong, and Mt.
Buntis.

PROMOTION
great way for hotels and resorts to expand their brand awareness and reach new
markets is through influencer marketing.

TOURISM
A social, cultural, and economic phenomenon, which is the traveling of
individuals for leisure, business, or professional reasons to other nations or locations.

TOURISM DEVELOPMENT
Involves the strategic planning and execution of projects aimed at improving a
destination's infrastructure and attraction to tourists. It includes initiatives to draw
 tourists, upgrade facilities, and promote tourism industry sustainability, all of which
eventually lead to increased economic growth and cross-cultural interaction

G. Theoretical Framework

According to. ADRRI Journal of Arts and Social Sciences. "Experts believe
that such changes in technologies and their resulting challenges for
marketers have great impact on tourism destinations".(ofori, okyere ,2019)
Embracing strategic innovation in response to technological changes is
crucial for Gancayco Resort to stay ahead in the dynamic tourism
landscape. By fostering a culture of innovation, staying agile in adapting to
market trends, and experimenting with emerging technologies, the resort
can optimize its marketing strategies, enhance brand visibility, and attract
a broader audience.

H. Conceptual Framework

Satisfaction: High levels of

customer satisfaction
positively impact
Social Media
engagement. Satisfied
Marketing
customers are more likely to
(Influencers)
engage with social media
Independent Variable
content and interact with
influencers.

Positive Emotions:
Emotional experiences play
a crucial role. Content that
evokes positive emotions
(such as joy, excitement, or
inspiration) tends to enhance
engagement.

Media and Content Type: The

type of posts (e.g.,images,
videos, articles) influences
engagement. Different content Trust: Trust in the brand or
formats resonate differently with platform fosters
audiences. engagement. Consumers
who trust the information
and interactions on social
media are more likely to
engage with content and
share their experiences and
engagement.
 CHAPTER 2
METHODOLOGY

A. Research Design

The researchers used descriptive in our qualitative research.

B. Research Instrument

Research Instrument The researcher used a survey questionnaire. The

chosen research instrument is used to survey the target respondents around
Maragondon, Cavite by filling out a form. The researchers prepared a set of
questions that uses the Random Sampling Method. The survey
questionnaires will help to gather information needed in the study of marketing
strategies used in promoting Emilia-Gavino Gancayco resort in Maragondon,
Cavite.

C. Source of Data

Starts here …

D. Data gathering Procedure

Starts here …

E. Statistical Treatment of Data

Starts here …
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