Home⇛The Trinitian Researcher⇛vol. 12 no. 1 (2024)

Evaluation of Tourism Marketing of Sablayan Beach in Occidental Mindoro: Basis for Comprehensive Marketing Strategies

Kristia R. Kenept | Ronald G. Manzano

Discipline: tourism, transport and travel

 

Abstract:

Tourism marketing plays a vital role in positioning destinations competitively in the evolving travel industry. Sablayan, Occidental Mindoro, known for its pristine beaches, diverse marine ecosystems, and ecotourism potential, requires strategic marketing to attract and retain tourists. This study evaluates the effectiveness of the 7Ps of marketing—People, Process, Place, Price, Physical Evidence, Product, and Promotion—on tourist satisfaction and destination appeal. A survey was conducted among 339 respondents using a quantitative approach. Results indicate that People, Process, and Place emerged as the most influential factors in shaping tourist experiences. The study underscores the importance of personalized service, seamless travel processes, and well-developed infrastructure in enhancing Sablayan's marketability. Given the increasing demand for sustainable tourism, this research highlights the need for Sablayan to integrate eco-tourism initiatives, digital marketing strategies, and community engagement into its marketing mix. The findings offer actionable insights for tourism stakeholders, government agencies, and local businesses to promote Sablayan as a premier destination that strikes a balance between natural beauty, cultural heritage, and unique experiences collaborative approach among local stakeholders to develop innovative and sustainable marketing strategies to enhance Sablayan's long-term tourism growth and competitiveness.



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