Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

The Philippines is one of the tourist destinations in Asia. In fact, it is well-know and well-

explored because it is the place of natural beauty such as beaches, island resorts, national parks,

mountains, and forests which are also traditional tourist attractions which the foreign and local

tourists visit. For instance, one of the top tourist destinations in the Philippines is the island of

Boracay. The place is indulged with nostalgic beauty of beach resorts. In fact, in 2019 a total of

2 million tourists in had visited the place. Tourists were enchanted for its famous beach with

white sand and pristine water (Sabal, 2020). To this effect, the tourism industry in the Philippines

had flourished. Thus, a lot of businessmen ventured in resorts industry.

With the growing tourism industry in the country like the beach-resorts and resorts, these

kind of businesses are increasingly generating income especially during summer vacation as its

peak season. In fact, beach resorts and resorts are one the best choices for some gatherings like

birthday party, wedding, reunions, and others like meetings and teambuilding activities. An array

of amenities including entertainment and recreational activities, food and drinks, lodgings,

product and services are some of the contributing reasons for vacationers, guests, or tourists to

keep coming to beaches and resorts. It implies that every resort has its own strength and strategy

to attract a greater number of guests. Likewise, this kind of business contributed to the massive

influx of travelers which have huge impact in generating employment, promotion of culture, and

promotion of tourism industry in general.

Apparently, no matter how good and attractive is the tourist destination, if there are no

promotional activities, destination images, and the like, as part of the tourism marketing practices

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the place would not have been visited. Al-Kwifi (2015) affirmed that the image of the destination

could highly bring a big impact to tourists to decide in which specific place to travel. In like

manner, Salmon, et al. (2020) confirmed that promotional activities are important to marketing

professional, local planners, and travel bloggers as part of the marketing strategies to promote a

specific tourist destination.

One of the tourist destinations in MIMAROPA region is Marinduque, in line with

Palawan, Romblon, and Mindoro. The island province is dubbed as the “Heart of the

Philippines.” The place is one of the tourist destinations in region because of its beautiful

beaches, resorts, and festivals. Some of the resorts include Bella Rocha Island Resort and Spa (in

Buenavista), Katala Beach Resort, Chateau De Mur Beach Resort (in Boac) Palm Beach Resort

(in Mogpog), Wawie’s Beach Resort, Resendia Palo de Maria, Villa d Arco, Fun Island Regencia

Hotel and Resort, and Cavesera Residencia Farm and Resorts (in Santa Cruz).

As mentioned, these beach-resorts and resorts would have never been explored, traveled,

and visited if there were no promotional materials or destination images. This is called a strategy

or a marketing practice to give tourists privilege to scrutinize the tourism destination (Onkokwo,

Eyisi, & Ololo, 2015). According to Lang (2020), tourism marketing strategy is a tactic which is

used to market and to promote the tourist destination. It gives a complete detail and information

about the tourist destination along with the tourist attraction in it.

Over the years, the strategy has become the practice to market a specific tourist

destination to attract great number of tourists, whether foreign or local to visit and come to the

place. Consequently, with the growing numbers of tourist destinations in a specific place, it

becomes competitive which makes it essential to market the destination images to tourists. In

this regard, this research will be conducted to find out the tourism marketing practices of

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Cavesera Resedencia Farm and Resort in Ipil, Santa Cruz, Marinduque so that best marketing

practices will be determined. Results will serve as additional strategies, tactics, and tips in

promoting new and unknown tourist destination among others. Ultimately, to generate greater

number of tourists to visit the place and enjoy the amenities, products, and services of one’s

tourist industry, like the resorts.

Theoretical Framework of the Study

Marketing a tourist destination is a challenging task for many businessmen in the tourism

industry. This is also a challenging task for many community members who rely much on

tourism industry for their socio-economic living. Therefore, collaborative marketing is one of the

provide solutions to the challenge of promoting a specific tourist destination. This research is

anchored on several theories on collaborative marketing efforts for the promotion of tourism

destination.

First, on Resource Dependency Theory Built which suggests a critical strategic

interdependence with other organization in the environment or community where the tourism

destination is specifically located (Oliver 1988; Pfeffer & Salancik 1978). It means formation or

inter-organizational cooperative ties, between and among organization in response to the

environmental challenges that require interdependencies (Burt 1983; Galaskiewicz 1982; Pfeffer

& Salancik, 1978). In order to pursue their business goals, organizations build cooperative ties to

access capabilities and resources that are essential but at least in part under the control of other

organizations in their environment. Other things being equal, the higher the interdependence

between two organizations, the higher their incentives to combine their resources and capabilities

through alliances.

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Second is Strategic Management Theory. It deals with the examination of

interorganizational relations. Strategy is usually defined as the means by which an organization

establishes its long-term objects, action programs, and plans for redistributing resources

(Iacobucci & Ostrom, 1996). The strategic management perspective emphasizes the instrumental

and rational aspects of the relationship formation process.

Third theory is the network analysis approach. It is considered a sophisticated technique

that understand how agencies coordinate and integrate their activities with the emphasis on

difference in network and structures and governance (Provan & Milward 1995).

Fourth, the study is based on the generated principles and studies of push and pull factors

revolving around to an individual which would reflect in both travel decision and behavior.

Initially, understanding the behavior of tourists, background, travel motivation to all ‘leisure

involves a temporary escape of some kind’ which is very important (Leiper 1994). It has been

said that push and pull motivates the studies of tourist behavior, and also to discover and

understand a wide variety of needs and wants that can motivate and influence tourist behavior

(Mohammad, & Mohammad, 2010). As said also, the most common way of deciphering tourist

motivation is a push and pull factor (Turismo en Teoría, 2014).This factor actuates potential

tourists to pursue tourism experience of a specific kind. And it is a conception of unique in

natural landscapes, specific activities, or events at a destination (Popp, 2013).

Finally, the researcher’s own concept of promoting tourist destination. The researcher

sees the importance of having collaboration with business alliances to be able to promote one’s

tourist destination in other places and to benchmark best practices which could be applicable in

one’s own resort business.

Below is the paradigm of the study.

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INPUTS PROCESS OUTPUTS
Tourism Marketing
Practices of Cavesera
Residencia Farm and
Resort Self-Administered
Questionnaire Proposed Intervention
Program
Amenities
Accessibility Semi-Structured Interview Collaborative Marketing
Promotions Strategy
Products
Food and Beverages
Services

Challenges Encountered by
the management and staff

Figure 1. Research Paradigm

Figure 1 presents the capsule of the study

illustrated in IPO framework. The inputs are the variables for investigation, the marketing

practices of Cavesera Residencia Farm and Resorts as perceived by the selected tourists and

community members in terms of amenities, accessibility, promotions, products, food and

beverages, and services. Another inputs are the challenges encountered by the management and

staff in relation to their marketing promotional practices. Meanwhile the process pertains to the

method of collecting pertinent data. The researcher will make use of validated self-administered

closed-ended questionnaire and checklist. It will be supported by an unstructured interview to

comprehensively gather data for the study. Results will yield to the output, an intervention

program, like Collaborative Marketing Strategy for a wider promotion of the resort.

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Statement of the Problem

This research intends to find out the marketing practices of Cavesera Residencia Farm

and Resorts in Barangay Ipil, Santa Cruz, Marinduque.

Specifically, it seeks answers to the following questions:

1. What are the tourism marketing practices of Cavesera Residencia Farm and Resort as

perceived by the respondents as to:

1.1. amenities;

1.2. accessibilities;

1.3. promotions;

1.4. food and beverages;

1.5. products; and

1.6. services?

2. What are the factors that affect the marketing promotional practices of the management and

staff of Cavesera Residencia Farm and Resort?

3. What intervention can be proposed?

Objectives of the Study

The study is an attempt to gather information about the marketing practices of the

management and staff of Cavesera Residencia Farm and Resorts.

Specifically, following are the main objectives of the study:

1. to draw inputs from selected respondents (tourists and community members) which can

be considered as the marketing practices of the management and staff of Cavesera

Residencia Farm and Resorts;

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2. to ascertain the factors that affect the marketing promotion of Cavesera Residencia Farm

and Resorts;

3. to bridge gaps in the marketing practices of the management and staff of Cavesera

Residencia Farm and Resorts

4. to draw inputs from the collected data to be used as basis for proposing an intervention

program

Assumption

With the underpinning theories that support the study, the researcher assumes that

marketing promotional practices are gauge to invite a massive influx of people in one tourist

destination. Therefore, no tourist destination will flourish without the employment of any

marketing promotional practices.

Hypothesis

This research sets the hypotheses to be tested as follows:

Ha: There are some factors that significantly affect the tourism marketing practices of

Cavesera Residencia Farm and Resort

Ho: Tourism marketing practices are not significantly related to the some identified

factors.

Scope and Limitation of the Study

The study will focus on the tourism marketing practices of Cavesera Residencia Farm

and Resorts. The identification of the tourism marketing practices is limited to those which are

practiced by the management and staff of Cavesera Residencia Farm and Resorts as perceived by

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the 30 selected local tourists and 30 community members. Similarly, the determination of

marketing practices are limited to some specific indicators such as: amenities, accessibility

promotions, products, food and beverages, and services. In addition, the identification of the

challenges encountered are also limited to the tourism marketing practices.

Another limitation of the study is the use of the vernacular language. Structured self-

made questionnaire will have its Tagalog translation intended for the community member-

respondents. Nevertheless, the entire questionnaire will be written in the English language.

Definition of Terms

To facilitate better understanding of the variables of the study and important terms, these

are hereby either conceptually or operationally defined as follows:

Accessibility. It refers to the design of products, devices, services, or environment for

people who experience disability.

Amenities. Any feature that provides comfort, convenience or pleasure. Is what being

offered to the guest in order to fulfill their satisfaction and go beyond on it.

Factors. These are some aspects and issues that influence the selection and decision of

the guests, customers, or tourists in visiting and revisiting one tourist destination. Such factors

are associated to the amenities, accessibilities, food and beverages, products, and services that a

resort offers.

Food and Beverages. These are product offerings of the resorts to the guests as part of

their stay in the resorts. The quality of food and beverages are attributes to the promotion of the

resort for visit and revisits of guests and tourists.

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Products. Factors that attract the guests to visit and revisit the resorts. The quality of

product of the tourism industry is one of the basis to get the attention also of the future tourists.

Resort. A place where people go for rest. Tourist might go for relaxation.

Tourism. It is the staying in and traveling to destinations unusual to a person for at least

24 hours but not more than a year and the purposed is usually for pleasure. In the study tourism

is what is being offered and felt by the customer.

Services. Factors that also attract the guest to visit and revisit the resorts. The quality of

the services gives satisfaction to the guests to recommend the hotel to future tourists.

Tourism Industry. One of the world’s fastest growing industry which offer vacation

destination, for recreational, relaxation purposes, gatherings, and the like.

Tourism Marketing Practices. Marketing is the process of planning and executing the

concept, pricing, promotion and distribution of ideas, goods and services to create exchanges that

satisfy individual and organizational objectives. (Official definition of the American Marketing

Association, 1985).

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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter deals with selected literature and related studies pertinent to the present

study to give background information for better understanding of the specific problems for

research.

Tourism Industry

Tourism industry is regarded as one of the world’s fastest growing industry because

nowadays most people are into travelling and leisure. Moreover, a lot of people are spending

their money for a vacation destination, for recreational, and relaxation purposes. This is also due

to the influence of social media where most people find a perfect place to capture and create

great photography for their Facebook and Instragram accounts (Jafari, 2002).

Moreover, the nature of tourism at this stage is important to two types of travelers, those

that travel for business and those that travel for personal motives, including visits to friends and

relatives. But a greater number of people travel to a specific destination generally for the purpose

of enjoyment of the destination’s attraction and accommodation facilities for a high standard

(Swarbooke & Horner, 2001; Jafari, 2002).

Dimen (2016) claims that resort industry is one of the establishments that offer beautiful

scenery. It has pool facilities and beaches which can really satisfy guest in resort industry. For

instance, the province of Batangas in Luzon is well-known to have amazing beach resort which

accommodate tourists. Thus, in an increasingly competitive world, a lot of resort establishments

are rising. With this, tourists are at times confused in finding the perfect place for them to visit in

order to spend quality vacation with family and friends and others are to hold gatherings.

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In this regard, owners of beaches and resorts hired marketing researchers for them to find

out and identify some factors that could affect the selection or choice of their guests, as to

whether their hotel could suit to the taste and satisfaction of the guests (Jin, 2015). Accordingly,

there are various factors that influence the selection and decisions of guests, such as social,

cultural, personal and psychological. Understanding these four factors will help any

establishment and services in knowing their target market about their preferences when it comes

to spending their money. It also helps to create their own identity different from their competitors

and for them to stand and attract more guests and enable them to cope with the trends and new

technology popular these days (Shah, 2010).

With this, tourists can make their own decision on what particular destination they would

want to go from what they paint in their mind and their perceptions about a particular place.

Also, the image of the destination could highly bring a big impact when tourists make their

decision to travel. Al-Kwifi (2015) affirms that tourists make their decisions about visiting a

place after they have created a mental picture of the place. Some researchers also agree that

destination images have a strong influence on tourists’ travel decision (Andrades-Caldito et al.,

2013; Chi & Qu, 2008). Similarly, destination images bring positive images so that tourists will

have a higher level of probability of selecting a specific tourist destination, which in one of the

promotional activities of resorts owners (Chi & Qu, 2008; Alhemoud & Armstrong, 1996).

The Resorts Industry

As mentioned, every resort has its strength and strategy to influence massive flux of

people to travel, to visit, and to enjoy the resorts. When tourists travel, they consider the different

attributes of the tourist destination. Such attributes are the attractions, available amenities,

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accessibilities, destination image, prices of products, foods, and beverages and the staff services.

Destination amenities, tourism infrastructure, environmental features, human resources and price

are the most important aspect for local tourists in choosing tourism destination (Rajesh, 2013).

In the words of Ali (2015), a resort with good ambiance and courteous staff could be

considered as strong strengths of a resort. Hence, tourists and guests enjoy most the tourist

destination if the staff compliments with the ambiance. Likewise, when food and beverage

products meet the standards and satisfaction of the guests. Having these factors would give

satisfaction and would eventually create a positive behavioral intention to the guests to revisit the

place and to recommend the tourist destination to others.

Moreover, tourism product should give satisfaction to the tourists and guests in order to

attract more. In further redo, the domestic tourist is not completely satisfied to visit in some

resort destinations, which can be observed that over its attributes such as health services, city

transport and shops. And there are some factors found out that can affect to the satisfaction in

resort destination, such as purpose of travel, source of payment for travel, choice of

accommodation, holiday organization mode and lastly tourists’ spending affected tourist

satisfaction. Tourists who were satisfied with destinations’ attributes were willing to enjoy and

decided to revisit the destinations (Vetitnev [Link], 2013).

Furthermore, resort amenities are also key deciding factors when tourist makes a decision

to travel and visit one destination (Brey, 2010). Amenities are any extra product or service found

and which can be felt by the visitor in the hotel and resort (Vallen & Vallen, 2005). The one that

offers a range of amenities and recreation facilities to emphasize a leisure experience and to go

beyond the expectations of the tourist is a certain resorts. It works as a primary provider of the

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guests’ experience. Resorts amenities is one of the basis of choosing some resorts. Other tourist

are not attracted to some resorts because it lacked of amenities (Wisnom, 2013).

In addition, destination loyalty is constructed by influencing the intentions of a tourist to

revisit, word of mouth promotion, and recommending to others that results to tourist perception,

destination image and tourist satisfaction which is directly influence to a loyalty of a destination

(Rajesh, 2013). Indeed, the words of mouth, destination awareness, motivation are factors that

would likely make some interest that a tourist visits the place (Isa, et al., 2014; Foster, [Link],

2012).

In like manner, quality and feature of the tourism product is one of factors to which the

tourist is being attracted. Quality of products and services that the tourism industry offered could

get the attention of the future tourist (Seyidov & Adomaitien, 2016).

In some situations, people in the tourism industry are facing problems. For instance, in

the news report of Daily Inquirer (2017), the tourism industry in the Philippine, specifically in

Mindanao, faced problem due to the crisis in Marawi. That despite of the pristine water and

white sand beaches as well as amazing resorts, foreign tourists felt unsafe because of the

worsening condition. Truly, aside from amenities, facilities, infrastructure, lodging needed by the

tourist, safety and security are the major concerns of the tourist visiting in a certain destinations.

On that any happenings in some places could really affect the tourism economy.

In addition, the outbreak of pandemic COVID-19 also affects the tourism industry in the

country and across countries. If before, the tourism industry was one of the world’s greatest

markets; not anymore today that the world met a pandemic in the 21st century, COVID-19

(Guliz & Akbiyik, 2020).

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Moreover, another factor that give risk to tourism industry is the climate change. This

could be a major implications and the changing of environmental conditions will alter the

attractiveness of holiday destinations. This is true in countries with economies dependent on

tourism and with the tourism industries relying on liable natural resources are likely to be

particularly at risk.

Apparently, people in the tourism industry are facing problems. In the news report of

Daily Inquirer (2017), the tourism industry in the Philippine is seriously facing different,

specifically those resorts located in Mindanao as a result of the crisis in Marawi City. Thus,

despite of the pristine water and white sand beaches as well as amazing resorts, foreign tourists

felt unsafe because of the worsening condition. Truly, aside from amenities, facilities,

infrastructure, lodging needed by the tourist, safety and security are the major concerns of the

tourist visiting in a certain destinations. On that any happenings in some places could really

affect the tourism economy.

In addition, the outbreak of pandemic COVID-19 also affects the tourism industry in the

country and across countries. If before, the tourism industry was one of the world’s greatest

markets; not anymore today that the world met a pandemic in the 21st century, COVID-19

(Guliz & Akbiyik, 2020).

Meanwhile, accessibility in a destinations is really important in some studies it could

really get the attention of the tourist to visit. Lack of public transportation are major issues in

many tourist destinations. Tourist mobility brings impacts to the tourism economy (Hannam,

Butler, & Paris, 2014). On the other hand, it was shown that tourism mobility is related to

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accidents, traffic jams, and air pollution and has a negative impact upon local residents (Levine,

Kim, & Nitz, 1995; Dickinson & Robbins, 2008; Sakolnakorn & Naipinit, 2011).

The expansion of international tourism and it continuous development had bring a large

impact on transportation geography (Rodriguez, 2013). While the other destination faces many

problems, such as lack of public transportation (Economic Intelligence Center, 2014). Good

public transportation is very important factor because of poor public transportation and traffic

jams, which are obstacles to both local residents and tourists who visit in some destination

(Kantawateera, et al., 2014). On that it was being found out that transportation is really important

because it plays as a backbone in a destinations or tourism attraction it becomes as a support of

activities to the tourist (Kantawateera et al., 2015).

Also, the attractiveness and uniqueness in a destination is really important to attain more

tourist to visit the place. It may depends on these factors destination policy, traditions, economy,

social life, environment and culture (Tisdell & Roy, 1998; Voase 2002). Likewise, those factors

connected to tourists themselves, such as socio- demographical characteristics and motivation

(Goodall & Ashworth, 1998; Beerli & Martin, 2003). Travel motivation is an essential part in

tourism development (Wahab 2005).

To be able to be successful tourist destinations it is really important to know those factors

and assets to be considered. Which are the most important aspect of a tourist destination

are environment, architecture, cleanliness, proper drainages, beauty, and a unique appearance are

all components of the environment of a place. It must be different from other and it should have

its own strength and uniqueness. Every place has the potential to succeed, it is merely a matter of

finding the glow and ignite it to build success. It really depends on how to overcome and

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generate a matter of strategies, formulate steps and moves to be able to get the produce a fruit of

success (Shered, 2015; Hudson, 2015).

Tourism plays an important role in our economy and could really bring a big impact to

boom and bring opportunities that could help the industry. In a certain destination security is

really needed. The security personnel should be trained and able to help the needs of the

vacationer in a certain destinations. Safety and security the most important thing that the tourism

sector should think. So that the tourist well fell comfort and safe during their stay. Some resorts

do not have security guards while others need to beef up their security personnel.

Quality and standard of a product in a tourism industry, should be satisfying to the tourist

it should exceed to their expectations. In some studies, resort service quality, location quality and

environmental practices on the loyalty of guests. Guest loyalty is affected by the quality of

products and services including location of resorts, as well as their environmental practices.

Quality is really important factor that could bring the tourism product to the highest level of

satisfaction to the vacationer (Iranmanesh [Link], 2015).

Maintenance and cleanliness is one and the most important aspect that should be maintain

in every tourist attraction. It is the most important topic to be discussed and to make a curtained

action in order to recover before it will totally decline. Like the study in the most prestige

destinations in the Philippines- the Boracay Island. The destinations is in danger of turning into

an environmental disaster due to the spotty enforcement of sanitation and wastewater rules – a

problem further compounded by the island’s incomplete sewerage and drainage system.

Sanitations must be observe in every destination because it could really affect the total tourism

economy to decline (Dulay, 2015).

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In other cases, beach resorts provide business, leisure and recreation to the quest.

Customer happiness or pleasure that they feel from the services of the tourism product and

customer loyalty can contribute to financial performance of an industry (Gruca & Rego, 2005).

The satisfied customer and loyal guest can contribute to the increased in market share of tourist

arrivals and it was found out that high importance to quest to achieve service quality: being

hospitable, accessibility, availability of personnel and affordability of the products and services

that could be offer to the tourist (Enriquez & Caballero, 2014).

In some studies, time budgets, preferences or destination knowledge, and destination

features related to attractions characteristics or accessibility level are the factors related to aspect

of a tourist. On the other hand, there have few review in the natural laboratory in Azores Island

of San Miguel that researchers found out that the important share of tourists identifies adventure,

leisure and touch with nature (Frias, [Link] 2015).

Doosti, [Link] (2016) suggested that word of mouth has an important influence on attitude

towards the city and overall city image were it could be significant determinants of visit

intentions of the tourist. Furthermore Virkar, [Link] (2018) will stated that the availability and

quality of transport at the destination has effect on tourist experience and overall satisfaction.

Additionally on their systematic review, it can be analyze through accessibility, service quality,

perceived value, and destination image as dimensions of the transport system influencing the

tourist.

Guest fulfilment plays an important role in a tourism sector, it could be the basis of the

tourist when choosing the product. This satisfaction is an important aspect to build a strong

relationship with them. Studying satisfaction would serve as a basis and guidelines of

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information on how improvements on certain areas of the business may be addressed

accordingly. In the study of Barlan (2013), it was found out that thoughtfulness and politeness of

the staff meets customer’s satisfaction. Customer satisfaction is what the tourist felt and satisfied

from the product they purchased (Ylagan & Laguador, 2014).

Furthermore, Rashid (2013) conveys that when the emotions are grouped into optimistic

and unenthusiastic emotions, which eventually influence their future intentions and the emotional

outcome subsequently consume the products and services is influential for producing memorable

visit experience which eventually leads to a various future behaviours that may effect to a tourist

intention to visit. Other factors that the tourism industry should focus to the traffic jam which can

caused delayed to those tourist who visit the place. If we have the greatest things in tourism,

what is the top solution to traffic problem. Traffic could have a result to the tourism sector which

can cause the tourist fell exhausted. Traffic in destination should boast the probable actions

because it really affects the tourism sector and other tourism associated businesses (Facety,

2018).

Additionally, the tourists will fairly behave while choosing the activities in line of their

inner motives, and also positive word of mouth will be highly satisfied to the tourist that can be a

effect to their intention to visit (Prebensen, 2018). Moreover, theory plan behavior could be also

consider as a predicting the behavior of a traveler intention in choosing a specific destination

(Yuzhanin & Fisher, 2016).

Tourism Promotions

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In the above mentioned factors and problems that affect the tourism industry, it is but just

right to think of the best possible practices to promote one tourist destination and its attractions,

including the amenities, products and services, and others. It is a common knowledge that it is

difficult to promote popular destinations constantly, but it is even harder to promote not so

popular destinations, especially those with negative country image in order to attract tourists. For

this reason study promotional activities play an important role for the development of the tourism

industry.

Tourism promotion means trying to encourage the actual and potential customers to

travel a destination through the spreading of information. Promotion is one of the most effective

marketing mix elements used in marketing a tourist product. The objectives of promotion those

are consistent with the general marketing plan is to identify the target group to which the

promotion is conducted, to find out the effective advertising, sales support and public relations

programs to be planned, and to select the best methods to be used to control and assess the

promotion operation. (Baldemoro, 2013.)

According to Mill and Morrison (2009), promotion plays a vital role to advertise any

destination and can help to modify the tourist behavior by ensuring the repeat visitor continue to

purchase the same product instead of switch to another destination. Promotion in tourism helps

to draw the attention of the potential tourists, modify the behavior of the existing buyers and

influence them to visit a destination (Mill & Morrison 2009.)

Every destination country should extend its efforts to discover the needs and follows

necessary promotional strategies to raise interest among the potential tourists. It is very important

for the decision makers to understand how customers acquire information especially for tourism

related services and products. Research has proven that tourist information is an important

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element to have a positive image about the destination and the decision making process of

tourists. The information about a specific destination which is mostly demanded by tourists is

considered as an important means of promotion for tourism industry (Academic Journals, 2010).

Destination marketing is identifying what tourists would like to see which means product and the

variety methods are used to attract tourist which means promotion.

Generally, the potential tourists like to know in advance about the products, services, and

facilities at the destination. Using various forms of promotional activities can lead the

organization to carry out different promotional measures in order to provide the message to the

potential tourists and influence them to visit the destination. However, certain diversified,

unpredictable, and unsteady factors such as political, social, cultural, economic which are related

with pre-purchase information can interrupt to make the decision.

Technology has a very important role in the process of promotion nowadays. Technology

is affecting many aspects of tourism and travel as well, which means that, at the same time,

technology has influence on marketing channels in tourism and that way on image creation

which is important or in some cases crucial criteria for tourists when deciding to travel on

specific tourist destination (Assante, et al., 2014).

One could say that social media gets more and more popular thanks to the new

technologies, especially social network sites and its usage. According to previous data, Facebook

is absolute leader with more than one billion open accounts until November 2015 (Statista,

2015a). They also forecast 2.44 billion social network users in total (Facebook, Instagram,

Twitter, etc.) until 2018. This number was 1.22 billion in 2011 (Statista, 2015b). Tgether, social

media and technologies affect the way information are distributed. They create new opportunities

for contact directly with customers and develop deeper relationships with customers and share

20
information among customers (Buckley, et al., 2015). Further, Buckley et al. (2015) suggests that

“this has and will have implication for the way tourism-related information is produced, shared

and consumed, as well as the way tourism products and services are distributed.

Social media network is one of the world’s created a revolution of tourism industry. For

this reason, social media has been used to promote the tourism industry through networking sites.

With the advancement of internet, it has been used as e-commerce that has changed the trends of

the market today. Thus, today’s businesses cannot depend on traditional marketing anymore.

Social media applications provide great opportunities for businesses to use the word-of-mouth as

an effective way of getting new customers. A company not only provides the information but

also able to receive both positive and negative feedback through social media. This is why, many

tourism industries have selected social media to advertise and promote their products (Hasan,

2015).

In addition, social media is an online application tool, which allows the user to make

cooperation and collaboration on the internet. People with a common interest can gather to share

their thoughts, comments and opinions. Social media sites enable companies and firms to

advertise and promote their products with better possibilities. The advertiser can create their own

website with interesting content and do not have to pay huge sum of money for publishing and

distributing. On the other hand, consumers now just not receive the information, but also can

interact with other consumers to express their ideas and experiences (El-Ansary, et al., 2006.)

Social networks are one of the fastest and most effective ways of communication to

spread information to a large group. Social media allows companies and industries to get closer

as well as to receive both positive and negative feedback. This feedback helps to know about

how a product or service is considered in the marketplace (Agresta & Bough 2010.) Social media

21
has an enormous impact on travel and tourism business. Tourism business mostly depends on

word-of-mouth communication to share opinions and recommendations. Through Facebook and

Twitter customers can share trips and suggestions which are most valuable for tourism

promotion.

A survey founded that more than half (52 per cent) of travelers plans were affected after

seeing friend’s pictures of trips. Using social media helps to provide latest promotional offers for

instance, short time promotion can be announce on social media when it is not possible in

printing media due to limited time (Bennett, 2012.) Social media is a “two- way street media”

where people communicate and hold conversations with each other online. Instead of traditional

one-way communication used in media channel, social media is the mean of two-way

communication.

According to Sterne (2010), there are six different social media tools such as forums and

message boards, revive sites (Yelp), social networks (Facebook), Blogs, micro-blogs (Twitter),

bookmarking (Digg, Reddit) and media sharing (YouTube). Almost all of these sites enable the

user to interact with each other. Some of them using to ask questions or express opinion, where

others using to answer them. While some of these are to give feedback on product for instance,

commenting on [Link] (Web Trends 2015; Sterne 2010.)

Truly, the revolution of the information technology has reshaped the communication

system by making it faster, wider and more accessible for everyone. Internet has created a vast

chances and opportunities in different sectors for instance, business world, leisure time activities,

networking, and in social communities. The more use and development of the internet there is

the more chance to connect the world and people together. The revolution of internet has more

impact on marketing practice and there is no other business form, which has enjoyed radical

22
changes as marketing business. However, marketers should be extremely careful to designing the

brand message. It is true that nowadays customers have more control on their decision making

process when it comes to the internet. (El-Ansary, Frost, & Strauss 2006).

Online promotion is a part of the marketing mix, including internet advertising, internet

branding, e-mail, direct marketing, sales promotion, and customer support through the internet.

Internet provides information to millions of potential clients in the world with cost-effective and

labor-efficient way. It is very necessary to use the available tools and innovation 20 to make the

promotional activities more attractive and informative. Promotion through internet brings several

benefits and profits to the consumers and to the marketers, too. Ethical and legal issues are

considered and highlighted while promoting via internet. Internet can provide information as

correct and detailed as a brochure, magazine ads and TV commercials. As there is no capacity or

space limit on the Web, the site can supply as much information as possible. Through the

hyperlinks, for example, the company can provide all the necessary information such as best

attractive place, local tradition, weather, exchange rate, prices and time schedule.

Moreover, online promotion is much more flexible medium than the traditional media as

it can be considered as an electronic billboard, electronic advertisement or electronic catalog that

provides information on a product or a service and at the same time contract information for

interested consumers (Lui 2000.) Without advertising company websites it is hard to catch the

attention of the customers. This is why the company should raise the awareness through the

traditional advertising media for instance on TV or newspaper.

The industry can also perform advertising activities with other online organizations by

hired a space in the form of a side banner or a pop-up window. However, pops up are not always

23
the best advertising option because they are considered as disturbing and annoying to the

viewers. (Middleton, et al, 2002.).

The new entry of many tourist destinations into the market has created the challenge for

many countries and forced them to go for promoting tourist places. In recent years, internet has

become the most used channel in tourism promotion as well as destination marketing. Therefore,

in order to effective use this new form of communication, new strategies have been created.

Consequently, it is necessary to highlight the advantages of the web, resources, as well as the

best strategies which might help tourism managers to be aware and promote a destination.

Tourism promotion can be more effective through word–of–mouth marketing. Word of mouth

(WOM) communication is a big part of online connections within the online tourist communities.

Particularly, tourism specialists are interested in WOM communication because of its popularity,

growth and influence on that communities (Madasu, 2013.)

To sum up, online marketing creates mutual favorable situations between the marketing

industry and consumers (guests and tourists). In a way, the tourism industry can target and

communicate with a wider group of customers to meet the customers need. As mentioned before,

internet marketing has created more opportunities to marketers. It breaks different barriers, for

example, time zone and location between the customers and the marketers. Internet marketing

makes it possible to the customers to have a quick access to products from any other part of the

world. Decision making and buying the whole process happens through the internet.

Marketing of Resorts Industry

The existing literature on resort marketing can be described as diverse and somewhat

inconsistent – a range of issues have been examined and while some topics have been examined

24
in considerable depth, others have received only passing attention. Among the specific issues

examined in prior resort marketing research, those that have received the greatest amount of

attention include pricing and packaging, internet/web marketing, resort branding, and consumer

marketing practices. Recent research on resort pricing and packaging strategies has explored the

concept of yield management and the promotional pricing practice of offering deep discounts on

season passes at Colorado ski resorts (Perdue, 2002).

Cross-product elasticities and impacts of the promotional pricing program on customer

usage behavior and satisfaction levels were also examined. Other research examining all-

inclusive resort product offerings have been shown to positively influence value perceptions

among visitors, particularly among first time resort visitors (Naylor & Frank, 2001). Finally,

other research has documented how discounting and pricing strategies (e.g., changes from the

shoulder to primary seasons) can impact resort operations (Mudambi, 2004).

Another area of interest has been the growing importance of the Internet in marketing

(Simon, 2005). Specific emphasis has been placed on the growing role that the resorts’ website

plays (Atkinson, 2005) – an emphasis that has become magnified as traditional marketing

activities become supplemented, and possibly replaced, by internet-based marketing approaches

(Van-Kemp, 2004).

Third party websites have been identified as playing an important marketing role, with

distributors’ sites, such as Travelocity, being adopted by major resort players (Anonymous,

2002). Specific attributes and website features that contribute to website effectiveness has also

been investigated (Baloglu & Pekcan, 2006; Perdue, 2001). Beyond web-marketing and its

impact on guests, there has also been interest in exploring the methods and capabilities used to

collect guest information at resorts (Khanna, 2005). Applying technology for this use is

25
welcomed as data collection is important in understanding guests and the changing guest market

(Baumann, 2005).

Furthermore, interest in using the Internet to obtain guest feedback and to employ this

feedback to help guide and improve resort operations (Higgins, 2005), has also been

investigated. Branding and relationships are other areas of the marketing function that have also

been addressed. For instance, prior work has addressed the importance of resort branding and the

need for brand differentiation (Adams, 2005); and has suggested that the strongest brands are

ones that develop emotional relationships to consumers (Mendenhall, 2005). From a

relationships perspective, discussion goes beyond just business to consumer interactions.

Marketing relationships can be developed between related and unrelated resort properties

(McMullen-Coyne, 2004). Partnerships and packaging of separate products, one of which is the

resort, has also been identified as beneficial for effective marketing (Staff, 2005), suggesting that

resorts can benefit from partnerships with a variety of entities including movies, cruise lines, and

entire island nations (Wasserman, 2004). Marketing firms have also been noted as playing an

important role in marketing because of their expertise in increasing effectiveness of marketing

efforts (Thomaselli, 2005).

Guests, as the primary target of resort marketing efforts, have received significant

research attention. Changes in their demographic segments have been identified as proliferating

and increasing the popularity of timeshare offerings (Bergsman, 2005). Their demands and travel

trends, such as shortened lengths of stay (Burnside, 2003), have changed the importance placed

on amenities and activities. Different amenities, such as destination pools have become

increasingly important (Bay, 2005). As guests’ pay more for resort stays (Lomanno, 2005), they

now expect a higher quality product (Blank, 2004).

26
Resorts are also changing current amenities and developing new amenities/features to

address the changing needs of consumers. For instance, properties are finding success when

increasing their spa offerings (Alleyne, 2005); and incorporating indoor waterpark attractions has

been linked to extending the resort season and fueling development (O'Brien, 2003). The

importance of successfully segmenting guests’ markets during the marketing strategy

development process continues to be a major focus of resort marketing research (Morrison, et al.,

2006).

Riley (2007) has noted that resorts will need to promote a holistic experience, maintain

marketing consistency, understand guests, examine website efficiency, increase online

marketing, maintain previous guests, and create strong industry relationships to be successful.

The Hospitality Sales and Marketing Association International (HSMAI) has also examined

current Internet marketing trends within resorts and have identified the need for resorts to plan

for the future, establish infrastructure, build traffic, integrate offline and online resources, using

third party intermediaries, measure overall success, and maintain vigilance in analyzing trends

(Green, 2006). While providing opinions on marketing needs and trends, the analysis was

focused strictly on identifying best practices in Internet marketing. With dated analyses of

marketing trends, combined with sporadic discussion of resort marketing the lack of a resort

marketing practices benchmark, a need to examine current marketing trends and practices from a

supply-side perspective exists.

This study initiates this process by using existent literature to provide structure for in-

depth analysis of current marketing techniques and trends, also called marketing practices as the

subject of the investigation of the current study.

27
Chapter 3

METHOD AND PROCEDURE / METHODOLOGY

This chapter presents the research method, variables studied, populations frame and

sampling scheme, characteristics of the respondents, research environment, research instruments,

data-gathering procedures, and statistical treatment of data.

Research Method

This research will make use of descriptive research for investigation. According to

Manuel and Medel (2016) this method of research involves the description, recording, analysis,

and interpretation of the present nature, composition, and situation of the variables of the study.

To Aquino (2005), descriptive research is a fact-finding research with adequate interpretation. It

is also a method of research that describes and interpret what it is. It is concerned with conditions

of relationship that exist, the practices that prevail, beliefs, process that are going on, the effects

that are being felt, or trends that are developing. The process of descriptive research goes beyond

the mere gathering and tabulation of data. The specific method is the survey method in structured

research instrument will be used for gathering pertinent data.

28
It is best suited for this study because the present research is will determine the tourism

marketing practices of Cavesera Residencia Farm and Resort. Likewise, it will identify the

factors affecting the marketing practices so that proper intervention may be given.

Population Frame

The research population refers to the general representative of the group from which the

samples will be generated. In this research, the sample respondents of the study will be obtained

from the community members and local tourists or guests (from the list of the resorts) for the

current year who are residing in the nearby barangay up to the poblacion of the Municipality of

Santa Cruz.

Sampling Scheme

This research will employ simple random sampling in choosing the respondents.

Accordingly, this is the most straightforward approach in getting the samples because it involves

picking the desired sample size and selecting observations from a population in such a way that

each observation has an equal chance of selection until the desired sample is achieved.

This research, the samples will be drawn from the total population of the community

members and the list of guests (local tourists) who visited and revisited Cavesera Farm and

Residencia Farm and Hotel for the last two years. Thus, for instance, a random selection of 40

from a list of 100 community members and guests listed.

Meanwhile, total enumeration will be used for getting the respondents from Caverasa

Resedencia Farm and Resorts. This, means, all the 10 staff including the owners will be the

respondents of the study.

29
Respondents of the Study

The respondents of the study will be the 20 community members and 20 guests who will

be selected from random sampling as well as the 10 staff of the resorts. The researcher believes

that this number is enough to represent the group of population.

Research Environment

The study will be conducted in the municipality of Santa Cruz, specifically in Barangay

Ipil where Cavesera Resedencia Farm and Resorts is located. Barangay Ipil is one the exterior

barangay in the municipality of Santa Cruz geographically located at the northern part of the

Santa Cruz. The place is accessible to kinds of land transportation.

30
Figure 2. Map of the Research Locale

Figure 2 shows the map of the research locale. The first map is the Map of Marinduque

which presents the six (6) municipalities of Marinduque. One of which is the municipality of

Santa Cruz. The arrow that points to the second map describes the location of Barangay Ipil

where Cavesera Residencia Farm and Resort is located.

Research Instruments

Questionnaire will be the primary tool for gathering data. The sets of questionnaire will

be organized, edited, and validated. It has two parts. Part I of the questionnaire will determine the

tourism marketing practices of Cavesera resorts as perceived by the respondents in terms of:

amenities, accessibilities, food and beverages, products, and services. Part II of the questionnaire

will identify the factors that affect the tourism marketing practices of Cavesera Resedencia Farm

and Resorts.

Data Gathering Procedure

Several procedure will be taken into consideration in conducting a research. First, the

researcher will seek the approval and permission of the Dean of Tourism and the thesis adviser

before undertaking the study. Second, the preparation of the research instrument as well as the

letters for the validation of the questionnaire for use in gathering data. Finally, set an

appointment with the Barangay Chairman of Barangay Ipil as well as the management of

31
Cavesera Residencia Farm and Resorts before the actual distribution of the questionnaire and

conduct of the survey.

However, due to the current pandemic situation that everyone is facing, instead of the

actual distribution of the questionnaire, the researcher will prepare Google Form to facilitate easy

and convenient way of getting data from the respondents.

Statistical Treatment

After the retrieval of the data, these tallied, tabulated and interpreted using the

formula of the weighted mean and percentage.

wm=
∑ wv %=
f
(100)
n N

where as: where as:

wm=weighted mean %= Percentage

∑wv= summation of weighted value f = frequency

n = No. of respondents n= No. of respondents

32
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