Republic of the Philippines

CARLOS HILADO MEMORIAL STATE COLLEGE

Talisay City, Negros Occidental

Format of an Institutional Research/Innovation/Invention Proposal

Title: Benefits of Marketing Communication in Protecting and Promoting Tourism in NOCWCA-

(Negros Occidental Coastal Wetlands Conservation Area).

Name of Proponent(s):
1. Maria Hyde G. Cabarles – Department of Education
2. Mary Luna N. Mabasa – Department of Education

Campus: Binalbagan Campus

Research Type: Descriptive

Focused Agenda: Protecting and Promoting Tourism in NOCWCA- (Negros Occidental Coastal
Wetlands Conservation Area).

INTRODUCTION

NOCWCA has a continuous coastline of 109.52 kilometers covering 52 coastal barangays in 10 local
government units, including the cities of Bago, Himamaylan, Kabankalan, and towns of
Pulupandan, Valladolid, San Enrique, Pontevedra, Hinigaran, Binalbagan and Ilog.

Tourism is a social, cultural and economic phenomenon of people to countries or places outside
their usual environment for personal or business/professional purposes. Many places in the world
rely heavily on tourism as a key source of income and employment.

Tourism industry is important for the benefits it brings and due to its role as a commercial activity
that creates demands and growth for many more industries. Tourism not only contributes towards
more economic activities but also generates more employment, revenues and play a significant
role in development. Unfortunately, tourism can also be a source of problems, especially if it is not
managed well. A huge influx of visitors can gradually deplete the beauty, uniqueness, character,
environment, resources, and social coherence of a tourist destination over time. As tourism
booms, it also puts enormous stress on local land use, and can lead to soil erosion, increased
pollution, national habitat loss, and more pressure on endangered species. These effects can
gradually destroy the environment resources on which tourism itself depends. These and a lot
more are just few to mention disadvantages when tourism booms in a certain area.

However, these can be minimized, if not eliminate, with the use of marketing communication. Not
only that it can create competitive advantage, boost sales and profits, while saving money, time
and stress, but it will also wrap communications around customers and channel information in
protecting and promoting our natural resources. There is a broader spectrum of information
dissemination on how to enjoy the beauty of nature without jeopardizing in its preservation and
protection. And with the use of modern technology this time, it is easy to utilize marketing
communication for the advantage of promoting and protecting our coastal wetlands.

Marketing Communication refers to the means adopted by the companies to convey messages
about the products and the brands they sell, either directly or indirectly to the customers with the
intention to persuade them to purchase.

For this research, it is the tool of creating awareness among the potential customers (tourists),
that help them make the right decision and right behavior or action when they are in certain
tourist place.

Research Objectives / Problem Statements

The general objective of the research is to identify the benefits of Marketing Communication in
Protecting and Promoting Tourism in NOCWCA.

Specific Objectives:
 1. To assess the extent of community perception when it comes to preservation of
wetland areas.
2. To identify the factors that affect tourism in NOCWCA.
3. To assess how does marketing communication benefit tourism in the
community.
4. To formulate marketing communication tools to be used in protecting and
promoting tourism in NOCWCA.

Statement of the problems:

1. What is the extent of community perception when it comes to preservation of wetland areas?
2. What are the factors that affect tourism in NOCWCA?
3. How do Marketing Communication Protect and Promote Tourism in NOCWCA?
4. What are the benefits that marketing communication do in protecting and promoting tourism
in NOCWCA?
5. What marketing communication tools to be used in protecting and promoting tourism in
NOCWCA?

Framework (Process Flow Chart)

A. Assessment
- Ocular Assessment/ Needs Assessment
- Household Survey/ Focused Group Discussion
B. Enactment
- Identifying policy makers in relation to tourism in NOCWCA

C. Program Implementation
- Conduct IEC (Information, Education, and Communication campaign)
- Collaboration with aligned government agencies
- Provision of IEC materials
D. Maintenance
- Visual monitoring
- Mentoring the community
E. Evaluation of the Project
- Monitoring and Evaluation
- Impact assessment of IEC

Scope and Limitations

The study will be limited on determining the benefits of Marketing Communication in Protecting and
Promoting Tourism in NOCWCA (Negros Occidental Coastal Wetlands Conservation Area). NOCWCA
has a continuous coastline of 109.52 kilometers covering 52 coastal barangays in 10 local government
units, including the cities of Bago, Himamaylan, Kabankalan, and towns of Pulupandan, Valladolid, San
Enrique, Pontevedra, Hinigaran, Binalbagan and Ilog. This will be the basis of strengthening tourism
of the mentioned sites without jeopardizing and destroying the natural resources.
EXPECTED OUTPUT
 Make a Marketing Communication tool/s in Protecting and Promoting Tourism in NOCWACA
for the 10 identified barangays in Ramsar site.

RDS-TAL-F.01
Rev. No. 2
January 2019