Jawel A. Cabanayan | Celia A. Tibayan | John Dale Martin Amon
Discipline: creative arts and design (non-specific)
Alabat Island in Quezon Province is increasingly recognized for its natural attractions and emerging agri-tourism sector, which contributes to local livelihoods through products such as coconut-based goods, cacao, and lipote-derived items. Despite this potential, existing promotional efforts remain limited, fragmented, and outdated, constraining wider tourist engagement and market reach. Addressing this gap, the study aimed to develop and evaluate integrated multimedia marketing materials to effectively promote Alabat’s agri-tourism and local products. Using a qualitative developmental approach, the researcher produced four outputs—a video teaser, brochure, photo product commercial, and video product commercial—and assessed these through surveys of local residents and tourists based on attractiveness, comprehensibility, acceptability, self-involvement, and persuasion. Results indicate that all materials were rated “outstanding,” demonstrating strong effectiveness as promotional tools. The brochure achieved the highest overall mean (M = 3.87), followed by the video teaser and photo commercial (M = 3.81), and the video commercial (M = 3.74). These findings highlight the significance of welldesigned multimedia strategies in enhancing destination visibility, influencing tourist perceptions, and encouraging product patronage. The study addresses a critical gap in localized, cohesive marketing outputs for agri-tourism in Alabat and underscores the role of creative media in supporting sustainable tourism development and local economic growth.
Philippine E-Journals
