Utilization of digital marketing platforms and their effectiveness in promoting local tourism establishments in the Municipality of Calintaan

Lucy  G. Pascual,; Joymee  C. Tabudlo,; Ferdinand  R. Laviste,; Donna  V. Saet,; Jedel  M. Acenero,; Lou Angela  C. Ferrer,

Utilization of digital marketing platforms and their effectiveness in promoting local tourism establishments in the Municipality of Calintaan

Discipline: tourism, transport and travel, others in business and management

Abstract:

This research investigates the utilization of digital marketing platforms and their effectiveness in promoting local tourism establishments in the municipality of Calintaan, Occidental Mindoro. Employing a descriptive correlational research approach, the study provides a comprehensive analysis of the impact of Facebook, email, websites, and YouTube on brand awareness, patronage, and customer satisfaction within these establishments. The findings reveal that local tourism establishments in Calintaan effectively utilize these digital platforms to engage with their target audiences. Facebook demonstrates a strong presence, offering information, amenities, and frequent updates. Email is found to be a valuable tool for communication, feedback, and promotions, while websites are considered useful for information and reservations. YouTube plays a pivotal role in attracting guests through engaging videos. The results underscore the pivotal role of digital marketing strategies in enhancing the overall appeal of local tourism establishments, demonstrating their substantial impact on the tourism landscape in Calintaan. In conclusion, this research sheds light on the effective utilization of digital marketing platforms by local tourism establishments in Calintaan and their profound impact on brand awareness, patronage, and customer satisfaction. These findings contribute to the understanding of digital marketing strategies and their role in shaping the tourism industry, providing insights for both practitioners and researchers.

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