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.
References:
- Abad, P. E. S., & Borbon, N. M. D. (2021). Influence of travel vlog: Inputs for destination marketing model. International Journal of Research, 9(3), 47-66.
- Acop, J. B., Chowogna, J. C., Comila, J., Tecson, D. R., & Maglaya, O. H. (2020). Changing Market and Travel Trends: Marketing Strategies of the Department of Tourism-accredited Travel Agencies in the Cordillera Administrative Region. Marketing and Branding Research, 7(1), 62-69.
- Amin, M., & Priansah, P. (2019). Marketing communication strategy to improve tourism potential. Budapest International Research and Critics Institute-Journal (BIRCI Journal), 2(4), 160-166.
- Andalecio, A. B. P., & Martin, E. S. (2022). A preliminary study on productivity investments in tourism security of a multi-islands province: Community perspectives for holiday destination holistic strategy for Community-Based Tourism model of Romblon, the Philippines. Journal Of Tourism, Culinary, and Entrepreneurship, 2, 92-120.
- Arellano, A. C. (2020). The image of the Philippines as a tourism destination in Finland.
- Aya-Ay, A. J., Gabriel, K. J., Guilatco, D. P., Maglaya, Y. S., Mendoza, M. R., Tacneng, M. A., & Andalecio, A. B. P. (2020). Pro-poor tourism concept in the context of selected destinations in Ilocos region, Philippines. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12(1), 1-23.
- Bobier, C. J. M., Mico, J. M., & Sabater, R. L. (2019). Tourism Destination Marketing: A Case of Quitinday Green Hills Formation, Camalig, Albay. Journal of International Tourism and Hospitality Management, 4(2).
- Booth, P., Chaperon, S. A., Kennell, J. S., & Morrison, A. M. (2020). Entrepreneurship in island contexts: A systematic review of the tourism and hospitality literature. International Journal of Hospitality Management, 85, 102438.
- Buena, D. P., & Borbon, N. M. D. (2022). Towards a strategic action plan: An interrelationship of destination image, tourists’ motivation, experiences on visiting attractions in Bicol Region, Philippines. International Journal of Research, 10(5), 57-70.
- Bulilan, C. M. R. (2021). From governing to selling tourism: Changing role of local government in the tourism development of Bohol, Philippines. Southeast Asian Studies, 10(2), 273-293.
- Cabal, E. M., Villarin Sr, P. T., & de Guzman, M. F. D. (2021). Experiences on extreme weather events and promotion strategies of resort business owners in Zambales,
- Coldovero, N., & Aguila, A. A. (2020). Signs and Symbols in the Ati-Atihan Festival of Kalibo, Aklan, Philippines. JPAIR Multidisciplinary Research, 41(1), 116–141.
- Elgarhy, S. D., & Mohamed, L. M. (2022). The influences of services marketing mix (7ps) on loyalty, intentions, and profitability in the Egyptian travel agencies: The mediating role of customer satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 1–24.
- Ho, G. K., & Law, R. (2022). Marketing strategies in the decision-making process for undergraduate choice in pursuit of hospitality and tourism higher education: The case of Hong Kong. Journal of Hospitality & Tourism Education, 34(2), 124–136.
- Kelman, I. (2019). Critiques of island sustainability in tourism. Tourism Geographies.
- Lasarte, E. (2020). Travel decision and destination experiences in the Islands of Caramoan, Philippines: A visitors’ descriptive evaluation. International Journal of Innovative Science and Research Technology, 5(7), 24–29.
- Libre, A., Manalo, A., & Laksito, G. S. (2022). Factors influencing Philippines tourist’ revisit intention: The role and effect of destination image, tourist experience, perceived value, and tourist satisfaction. International Journal of Quantitative Research and Modeling, 3(1), 1-12.
- Mendaña, K. C., & Apritado, J. M. M. (2021). Destination competitiveness and marketing strategies among resorts business in Occidental Mindoro. International Journal of Research, 9(3), 103-119.
- Nekmahmud, M., Farkas, M. F., & Hassan, A. (2020). Tourism marketing in Bangladesh. In Tourism Marketing in Bangladesh (pp. 11-27). Routledge.
- Orias, M. J. S., & Borbon, N. M. D. (2022). Adoption of digital marketing among farm tourism sites in the province of Quezon, Philippines. International Journal of Research, 10(1), 29-40.
- Paul, J., Agkis, A. C., Andres, F. I. E., Caraan, J. A. P., Jualan, Q. R. D., & Rivadenera, J. C. R. (2023). Beach Safety Practices and Preservation Management Strategies of the Selected Beach Resorts in Occidental Mindoro. East Asian Journal of Multidisciplinary Research, 2(3), 917-942.
- Peralta, R. L. (2019). How vlogging promotes a destination image: A narrative analysis of popular travel vlogs about the Philippines. Place Branding and Public Diplomacy, 15, 244-256.
- Sofronov, B. (2019). The development of marketing in tourism industry. Annals of Spiru Haret University. Economic Series, 19(1), 117–127.
- Takashi T, Masaaki S, Mizuho K, Lizada J, & Kitolelei J. (2011). Tourism Development in Boracay Islandand its Impacts on the Local Communities.Discussion Paper Series, The Japanese Societyof Fisheries Economics. 4:25-35.
ISSN 2945-4719 (Online)
ISSN 2012-1652 (Print)