USABILITY OF DIGITAL MARKETING INNOVATION FOR TOURISM

PROMOTION IN CALBAYOG

A Quantitative Research
Presented to the Faculty of Senior High School Department
San Policarpo National High School
Calbayog City, Samar

In partial fulfillment of the requirements in

Practical Research 2

Dimakiling, Cyrstal Mae P.

Pacheco, Vienne Xyra M.
Gal, Gilmar John Rey C.
Sabilao, Kathleen Kaye
Bocobo, Lj Heart P.
Contacto, Ashlee B.
Bediarico, Carlo L.
Aporto, Shiela E.
Lucis, Rochel A.
Sernal, Rico L.
Grade 12 ABM

Tonie Rose S. Lauderes

Research Adviser

October 24, 2022

 CHAPTER 1
INTRODUCTION

BACKGROUND OF THE STUDY

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

ignore by the tourism industry.

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

which can tinder daily life of the local residents.

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

location that best suits their needs.

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

to pricing, promotion or distribution of the product. Manual (2005) defines it as the

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

than competitors do.

Conceptual Framework

INPUT PROCESS OUTPUT

Residents of Calbayog Assessment of the Expand Internet
City who visited the Internet Marketing Marketing Innovation
attraction in Calbayog Innovation for Tourism for Tourism Promotion
City Promotion in Calbayog in Calbayog City
City
Through:
•Survey
•Interview

•Documentary

Figure 1. Conceptual Paradigm of the study

Figure 1 shows the conceptual model of the study on Digital Marketing Innovation for

Tourism Promotion in Calbayog City.

             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

Marketing Innovation for Tourism Promotion in Calbayog City.

 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.

Specifically, this research seeks to answer the following questions.

1. How does the innovation of internet marketing for tourism promotion provide benefits in
terms of the:

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

Significance of the Study

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

increase tourism demand

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

Calbayog City more easily.

Future Researchers – the ideas presented may be used as reference data in

conducting new research or in testing the validity of other related findings.

Tourism Industry - this may help them to gain a better understanding of their

visitor and local tourism market. 

Department of Tourism - this research may help them to have an idea to promote

and develop tourism as a major socio-economic activity.

Scope and Delimitations of the Study

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

similar to the ones you already sell

Electronic Commerce – this refers to a business strategy that allows consumers and

businesses to buy and sell goods and services over the Internet

Innovation –refers to something new or the practice of developing and introducing

new things.

Online Promotion – it is a form of advertising which uses the Internet to deliver

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

typical surroundings for less than a year.

Netizens -a user of the internet, especially a habitual or avid one.

 Promotion -Promotions refer to the entire set of activities, which communicate the

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.

Innovative Method -Basically, it's the way we do something according to a plan, in

order to achieve a desired result. So, the innovation methods we will discuss are simply that: the

practical ways in which we can achieve innovation.

Customer -a person or organization that buys goods or services from a store or

business
 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

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

studies and making as improvements as possible.

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).

In relation to Streimikiene et al. (2020), numerous challenges exist in altering the

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

entrepreneurship cannot succeed without the engagement and collaboration of businesspeople

interested in tourism, both directly and indirectly (Wilson, Fesenmaier, D., Fesenmaier, J., &

Van Es, 2001).

According to Abbas et al. (2021), the effects of tourism on employment in COVID-19

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

all challenges for tourism programs, ventures, and academic institutions.

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

quickly than traditional advertisement mediums.

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

they want to use pay-per-click (PPC) marketing (Braccialini, 2021).

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

various tourism destinations in the area will attract more visitors.

 According to Henderson (2011), the Philippines has a rich diverse tourist attraction which

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

conflict. As a result, in comparison to other countries, the Philippines performance as an

international tourist destination remains mediocre.

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

choice of tourism destinations for visitors to explore.

The Department of Tourism previously organized various pieces of training and

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

globe Scaife (2014).

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

travel research and planning.

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

component of their marketing plans (Yadav and Arora 2012) .

 According to International Research Journal of Finance and Economics 80, 138-147,

(2011) This study aimed to indicate the role of viral online tourism promotion, the tourism sector

in Jordan, where the dissemination of information on tourism offerings, increase the

competitiveness of tourist companies, the credibility of information on tourism offerings and

taking the purchasing decision by customers.

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

where to go within the destination.

They proposed a general conceptual systemic model of Internet marketing communication,

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

audience, subsequent conversion through company/facility websites, order processing, and

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

Semerádová and Jitka NěmečkováVávrová, 2016).

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

historical and natural resources.

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

of both culturally and historically significant articles of Filipino society.

Guiterrez, Rivera, and Soler, (2020) aimed to identify local indicators that evaluate the

sustainability of destinations in the Philippines. This study contributes to the existing

development research through the identification of local sustainability indicators that are hinged

on local understanding and perceptions of sustainability.

 SYNTHESIS

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

best combinations of destinations that tourists can visit at affordable prices.

 CHAPTER III

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

think, but also why they think so.

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

be utilized in order to record spontaneous responses.

VALIDATION OF INSTRUMENT

Before conducting the study, the researchers should ensure to have the questions needed

for the data collection;

 Seek the correct respondents and subjects for the study that will help to gather

sufficient information and data in connection to the focused topic; and

 The researchers should consider the ethics in conducting the study

DATA GATHERING PROCEDURE

 The researchers shall make a letter for approval to conduct the study in Calbayog City.

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

to assess the effectiveness of social media to the tourist.

DATA ANALYSIS PROCEDURE

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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