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PROMOTION IN CALBAYOG
A Quantitative Research
Presented to the Faculty of Senior High School Department
San Policarpo National High School
Calbayog City, Samar
Practical Research 2
Tourism is now one of the most rapidly expanding smokeless sectors. Tourism, according
to Prof. Hunziker and Kraf (1942), is the sum of all relationships and phenomena arising from
strangers' travel and stay, provided that the stay does not imply the formation of a permanent
place and is not associated with a renumerated activity. Tourism related apps saw, in the uprising
of the Internet, an opportunity to easily expand business and to get more customers. Social
networks such as Facebook, Instagram and others play a big role in the "old mouth to mouth"
publicity because there are so many people sharing their traveling experiences that cannot be
The growing number of individuals using the internet, as well as the recent global
growth of e-commerce, may have significant implications for the tourism industry. Tourism
promotion on the internet is becoming increasingly important in the travel sector. In fact, web
content has surpassed all other types of traditional marketing as the primary source of travel
information. However, tourism has also caused more disruption in host communities. Crowding
of locals and tourist may create a vibrant ambiance, it also causes frustration and leads to
withdrawal of local residents in many places. Increased tourist also results in increased traffic
There are many artifacts and tourism sites in Calbayog which lack of promotion. Here
we need to increase growth of the tourism sector by electronic means in conjunction with the
traditional methods in tourism promotion in order to increase the income and growth of
Calbayog tourism.
Online Promotion is one of the marketing activities through internet. Online promotion
is a powerful way to market tourism products. With online promotion, advertisers can display
comprehensive information, captivating images, and even videos of tourist attractions from
various perspective. Thus, the potential tourist can easily examine, compare, and choose the
The use of the internet to promote a destination can increase the number of people who
are interested in visiting. Netizens who had no interest in visiting a destination can enhance their
awareness and become interested in traveling after seeing an engaging online promotion. A
complete, accurate, and appealing internet marketing is likely to increase tourist satisfaction.
Tourist satisfaction will increase if travelers are given credible and reliable information (Cho and
Byun 2014).
The researcher decided to conduct this study in order to provide results that will help the
tourism sector of Calbayog City, to utilize the digital market as a tourism marketing tool. The
Online represents major source for advertising and as a result, Internet marketing can be
delivered by using any channel such as video, audio, or graphical and in any forms as E-mail or
interactive advertisement.
Theoretical Framework
The center of this study is to innovate the promotion and replace it with a more
affective and innovative method. According to Andrews and smith (1996) consider marketing
innovation as a significant process that differentiated, and the firm will do everything to reach a
specific goal.Clemmer (1998) on the other hand, explained that marketing innovation and
creativity are the main elements that provide the key for success in an organisations business
environment. Haddad and Algadeer (2004) are of the view that marketing inno-vation reflects the
ability of the firm as to how the organisation continuously improves its products and services,
which in turn are known to provide a pathway which will lead to huge benefits for the clients as
these products and services will satisfy their needs in a unique way. It also covers the latest
innovation in marketing ranging from how people alter the ways of getting their messages out to
the new tools they use with the aim of retaining old customers while attracting new ones.Shergill
& Nargundkar (2005) analyzed the main concept behind marketing innovation. The main idea
behind the concept of marketing innovation is to work on a new concept or a new strategy
related to marketing. This needs to be different from the methods that already exercised by the
company and are related to either alteration in the design or packaging or the product or related
implementation of new marketing methods involving major changes in the product design, its
placement, packaging, pricing, and promotion. Further, Kosak, Marko, et al., (2006) suggested
that in the financial sector the concept of marketing innovation is the one that achieved by
implementing very creative ideas and translating these ideas into technical specifications. These
specifications are the ones that meet the customers and clients needs in a manner that way better
Conceptual Framework
•Documentary
Figure 1 shows the conceptual model of the study on Digital Marketing Innovation for
The first frame presents the input of the study that includes a profile of the respondents is
only the residents of Calbayog City who visited the attraction of Calbayog City.
The second frame presents the process of the study that involves assessment of the
Internet Marketing Innovation for Tourism Promotion in Calbayog City through data-gathering
with the use of surveys, interviews, administering questionnaires, and documentary analysis.
The third frame presents the output of the study which includes the assessed Internet
The arrows from the input to the process and to the output show the connection and
transformation of the profile and aspects with the actions taken into results that are considered as
output.
Statement of the Problem
This study aims to determine the types of obstacles and difficulties that face this type
of promotion. It also aims to draw conclusions that helps to know and understand this type of
tourism promotion.
a) national;
b) local, and;
c) economic sector?
2. What effects would a proper online marketing provide for citizens in terms of:
a) job opportunities;
b) financial stability, and;
c) business opportunities?
3. How does proper online marketing help to attract customers in terms of:
a) customer engagement;
b) targeting markets, and
c) peer accessibility?
4. How does help the digital marketing innovation through tourism promotion in Calbayog in
terms of:
a) through digital marketing?
b) through economic sector
c) through share your tasty tips
This study is significant as it provides knowledge and information about the online
promotion of tourism.
Calbayog Tourism and Staff – this may help them to draw potential tourists and
Tourists – this research may help them to have an insight into the tourism in
Calbayog City.
Officials of Calbayog City Tourism – this may help them to promote tourism in
Tourism Industry - this may help them to gain a better understanding of their
Department of Tourism - this research may help them to have an idea to promote
This study will conduct to find out how the digital can help our City of Calbayog
through internet marketing promotion of its cultural heritage, tourist spots, and many other
features of the community. The researcher chose tourism marketing among many issues; the
reason for this is that most localities lack extensive evidence from research to achieve proper
promotion.
Out of all marketing methods, the study is limited to online promotion which can be
found in social media platforms such as Facebook, Instagram, Twitter, and Blog Websites. The
study is limited to tourist spots in Calbayog City only. Its main purpose is to find the best way to
utilize the development on the image of our city and boost its tourism to people who have access
to the Internet.
A digital marketing strategy must be applied to a business within the tourism here in
Calbayog in order to create appealing digital content to gain recognition, to create specific
advertisements, to attract its target audience and to engage in ongoing communication with
customers for them to maintain their satisfaction and loyalty to the business
Definition of terms
For a better understanding of this study, the following terms are defined in the context
of this research.
Artifacts – this refers to the material remains of past human life and activity.
Digital Marketing –is the use of the Internet to reach and attract customers.
Diversification – this refers to the development of new products and services that are
Electronic Commerce – this refers to a business strategy that allows consumers and
businesses to buy and sell goods and services over the Internet
new things.
information to customers.
Technology –refers to tools and machines that may be used to solve real-world
problems.
Tourism – this refers to people traveling to and staying in places outside of their
product, brand or service to the user. The idea is to make people aware, attract and induce to buy
the product, in preference over others. Description: There are several types of promotions.
order to achieve a desired result. So, the innovation methods we will discuss are simply that: the
business
CHAPTER II
This chapter presents the related literature and studies from both foreign and local
researchers, which have significant bearings on the variables included in the research. These will
also guide the researchers to achieve their target objectives by getting ideas from other related
RELATED LITERATURE
Foreign
Tourism
Tourism is among the world’s most promising and dynamic industries. It is critical to plan
and promote tourism in a deliberate and sustainable manner by seeking agreements between
society’s ecological, fiscal, and social goals. The management of sustainable tourism
development must maintain a high level of satisfaction for visitors’ demands, provide a
significant experience for consumers, raise their awareness of environmental issues, and spread
sustainable tourism practices among them (Streimikiene, Svagzdiene, Jasinskas, & Simanavicius,
2020).
environment, increasing consumer inspiration for sustainable tourism services, and changing
consumer behavior towards a more sustainable behavior. The present COVID-19 outbreak, as
well as the high possibility of future pandemics, have created additional challenges for long-term
tourism growth.
World Tourism Organization (UNWTO, 2013) suggests that throughout the last few
decades, tourism has witnessed steady development and diversification, making it one of the
world’s key drivers of growth in the economic industry. Tourism now has a sales volume that is
comparable to, if not greater than, that of food, autos, and oil exports. It is significant in
practically every country since it has a stronger impact on the economic growth of the nation. On
a larger scale, tourism attractions are becoming increasingly important in generating regional
economic growth and job creation (Lansangan, 2013, as cited in UNWTO, 2013).
Tourism and its accompanying entrepreneurship prospects have become one of the most
popular atypical rural development strategies due to tourism’s capacity to bring in revenue,
generate jobs, and support retail expansion. In six rural Illinois areas, focus groups with local
businesspeople and officials were held. The findings clearly show the necessity of a community-
based approach to tourism development, as well as the fact that rural tourism development and
interested in tourism, both directly and indirectly (Wilson, Fesenmaier, D., Fesenmaier, J., &
have increased the demand for tourism education. It has had a significant impact on employment
generation chances around the world. Students in the tourist industry must deal with training
disruptions, hiring, and insecure work chances as a result of virtual research and education.
Reduced new student enrolment, marketing and government backing, and research funding are
Online Promotion
Mishira and Mahalik (2017) claimed that online advertising is a type of marketing that
utilize the Internet and the World Wide Web to convey marketing messages to customers in
order to attract, engage, and improve their experience. There has also been a focus on diverse
developments in online advertising, which has resulted in the fact that online ads have become a
challenge for print ads, as numerous web applications and social sites aid to lead to data more
People can find a person’s business organically through social media marketing, so not all
online advertising has to be expensive. Through interesting postings and content, a business page
on Facebook, Twitter, Instagram, or even TikTok may pique people’s interest. Most social media
platforms now allow company pages to pay a charge to promote posts/ads within the interface if
As determined by Emma (2019), the Internet is used by about 4 billion people. People
can no longer ignore digital advertising if they want to establish their company’s brand, reach out
to potential customers, and increase sales. When it comes to internet advertising, there are
numerous options; some interested parties can opt for search advertising, where their adverts
appear when a target audience is searching for exactly what they have to offer, or display
advertising, where their most likely prospects are browsing the internet.
Local
Travelarias is programmed to show the tourist attractions in the Philippines. Tourists and
residents alike can benefit from having a guide to the greatest places to visit in Manila. Since
Manila is the Philippines capital and primary gateway, providing a program that highlights
was derived from natural and cultural history, however not all attractions are acknowledged. The
Philippines history of political instability is the most significant issue affecting tourism. Potential
tourist is concerned about the ongoing instability in our country, as well as the likelihood of
In 2001, the Philippines was promoted with the “WOW Philippines” Campaign plan,
which attracted both domestic and international tourists. Foreigners come to the Philippines to
witness the beautiful sights, people, and culture as a result of this. Tagaytay, Cebu Province,
Boracay Islands, and Metro Manila are the most popular destinations, and numerous campaigns
and information materials were distributed to raise awareness of the destinations as well as
provide souvenirs. (Abat – Parducho, 2015) As previously stated, Manila is the capital of the
Philippines, and as the primary gateway, it is easily accessible to all. It also provides a diverse
workshops in conjunction with the government’s “WOW Philippines” initiative to improve the
level of service provided to tourists in the Philippines. They also take part in a number of
activities to attract travelers, such as attending international travel fairs. Travelarias, on the other
hand, maybe a more convenient way to advertise our country. (DOT, 2014).
RELATED STUDIES
Foreign
There have been several technologies invented and utilized in society since the 1950s. The
internet is one of the most important technologies that has undergone tremendous change during
this time. Academics and researchers’ experts say the internet has had a significant impact on the
tourism industry. The internet has affected how people think in this way. Tourists may look up,
learn about, and even book their favorite destinations on the internet (Xiang & Gretzel, 2010, P.
179).
Social Media is one of the most important components of technology that has a huge
impact on tourism. Tourists used to rely on word of mouth, journals, newspapers, and even
television advertisements to learn about other places they could visit, but has changed. Social
media has largely replaced the written word as well as the spoken word for many people. This
implies that social media is an important source of information for different people across the
According to (Munar and Jacobsen, 2013), previous research and study findings show that
travelers have diverse levels of confidence in various types of social media. A lot of factors have
been mentioned in various studies and research findings regarding the impact of social media on
the tourism sector. These include trustworthiness, reliability and dependability of social media in
Social media is a significant tourism marketing tool that may improve the reputation of a
place. Given the above, tourist operators must see social networking sites as an essential
(2011) This study aimed to indicate the role of viral online tourism promotion, the tourism sector
According to Cox et al. (2009) This study found that social media are used mainly after the
destination has been chosen, especially for information searches regarding accommodation and
with customers specifically selected for hospitality facilities. The proposed model covers all
stages of the online communication process including the initial phase of addressing the targeted
collection of feedback. The systemic approach allows them to focus on the process-nature of
communication and closer identify all the inputs and outputs of each stage, along with the related
online instruments that the digital environment of the World Wide Web offers. (Tereza
Local
Abejeco, (2015) assessed the competitiveness of Cebu's tourism industry vis-a-vis the
Central Visayas and the rest of the Philippines. By examining relevant tourism indicators, the
study investigated and analyzed the status, challenges and sustainability of Cebu's tourism
industry amidst the highly competitive tourism environment in the Visayas and across the
country. The findings revealed that Cebu's tourism competitiveness is strengthened by its diverse
According to Gonzales, (2016), This study focuses on the first indicator of tourism
development by examining the status of Cultural Tourism in one of the country’s premier tourist
destinations, Palawan Province. This locality was chosen as a point of analysis due to the fact
that it is not only the location of UNESCO declared natural heritage sites but is also the location
Guiterrez, Rivera, and Soler, (2020) aimed to identify local indicators that evaluate the
development research through the identification of local sustainability indicators that are hinged
Based on the information gathered by the researcher, social media has a significant impact
on the tourism industry. To begin with, the number of people who use social media to perform
research on various tourism locations is increasing, which is important to note. These people feel
that social media accurately portrays these places. As a result, social media plays an important
role in assisting potential tourists in making informed decisions about where they want to travel.
In addition, in terms of customer service, social media continues to change the way tourist sites
connect with visitors. In this circumstance, due to the increasing popularity of social media and
the power that customers continue to gain, marketers of various locations have been obliged to
either focus on pleasing these customers or risk losing them to competitors. Furthermore, social
media helps act as a platform upon which most individuals conduct their research and engage in
planning their travel activities. In particular, social media platforms provided their users with
critical information and data that helped them make critical decisions concerning the destinations
they intended to visit. This also includes the optimization of destinations in order to establish the
RESEARCH METHODOLOGY
This chapter contains a discussion of the methodology that will be used in the conduct of
this study. It describes and expounds the research method, research environment, research
respondents, research instruments that will use and methods of data collection and sampling
procedure.
RESEARCH METHOD/DESIGN
This study will deal with the innovation of digital marketing for tourism in Calbayog City.
In order to gain information from the residents, the descriptive method will be used where the
respondents will be interviewed by the researchers. This method is not only about what people
RESEARCH ENVIRONMENT
The research study will be conducted in Calbayog City. The respondents will be
interviewed in any comfortable place that the respondent will choose to. The researchers hoped
that this study will help to improve the tourism industry of Calbayog City.
RESEARCH RESPONDENTS
The respondents in the study will be at least 20 randomly selected residents of Calbayog
City who visited the attractions in Calbayog City.
SAMPLING/DESIGN PROCEDURE
This study needs to use the purposive sampling technique to use as a method in choosing
respondents to gather more information and insights from the residents of Calbayog City.
RESEARCH INSTRUMENT
The researchers will use one research instrument in the study. The researchers will use a
semi-structured interview which is used when the researchers have a list of broad questions that
must be addressed in the interview. The researchers will use a written interview guide to make
sure that every question area is covered (Polit & Becl, 2012). Furthermore, the researchers will
use pen and paper to note in detail the respondents’ non-verbal gestures; an audio recorder will
VALIDATION OF INSTRUMENT
Before conducting the study, the researchers should ensure to have the questions needed
Seek the correct respondents and subjects for the study that will help to gather
Data will be gathered through the use of interview questions made by the researchers themselves.
The researchers formulated relevant questions to come up with an effective interview that helps
In examining the data that have been gathered, a thematic analysis will be employed
wherein the majority of the responses will be discussed and interpreted accordingly based on
existing claims of fact that support their ideas about the problem.
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