ABSTRACT

Title: “MARKETING STRATEGY OF TRAVEL AND TOUR IN

THE 2ND DISTRICT OF ALBAY.” (Undergraduate Thesis,
Amando Cope College, Bachelor of Science in Tourism
Management, December 2023)

Researchers: ____________
___________
___________

1. This study was concluded to examine the marketing strategy of

travel and tours in the 2nd district of Albay. Specifically, this study

sought to answer the following questions: The profile of travel and

tours in 2nd district of Albay along: form of business or

organization; number of years in travel and tours; capital outlay

and source of outlay. The marketing strategies of travel and tours

in 2nd district of Albay in terms of: product; price, promotion; place

and people. The level of effectiveness of marketing strategies of

travel and tours in the 2nd district of Albay. The challenges

encountered by travel and tours and the recommendations

proposed to improve the marketing strategies of travel and tour in

the 2nd district of Albay. ]

Findings

The salient findings of the study are:

1. The profile of travel and tours

 Twenty (20) or 95.45% implemented the sole proprietorship form of

business organization while one (1) or 4.55% of the total travel and tours is a

corporation. This implies that majority of the resorts engage in sole

proprietorship. Eight (8) or 36.36 % out of twenty two respondents were

operating ten to fifteen years. The data revealed that 10 out of 22 or 45.45 % had

a capital outlay of approximately between P100,000 to P500,000 while there are

two travel and tours with a capital outlay of less than P100,000 and more than

P1,000,000 capital. It could be noted that twenty two out of 22 or 100%. This

means that their beginning capital was taken from their personal savings either in

a small or huge amount since their catering business was sole proprietorship.

2. Marketing Strategies of Travel and Tours

Data on the management practices of travel and tours specifically on

product, price, promotion, place and people shoes that 22 respondents, all of

whom are engaged in providing various services related to tourism, such as tour

packages, vehicle rental, visa and passport assistance, tickets, hotel, and airline

booking. Each of these services accounted for 100% of the total percentage for

their respective indicators. Respondents use cost-plus pricing in their business.

16 respondents answer competitive pricing with a total percentage of 72.73%.

22 of the respondents uses social media as their main source of promotion with a

percentage of 100%. This means that nowadays even travel and tours uses

social media such as facebook, tiktok and instagram flatforms to advertise the

travel ad tours as well as the product and services offerd, while 16 uses website
with 72.73% rate. And three (3) out of 22 uses influencer marketing, this means

that travel and tours only few travel and tours collaborate with individuals who

have a following for increased brand exposure. Eco - tourism tours has the

highest frequency of twenty (20) out of 22 with 90.91% . This means that Eco-

tourism is the top choice of tourist as a place to visit and spend the holiday. Eco-

tourism tours is the perfect place to relax and unwind thus, thus, offering eco

tourism tours is the best marketing strategy travel and tours must look into

consideration. Cruise tour and educational tour has a frequency of seventeen

(17) with 77.27%. this means that this two places are a good \marketing strategy

for travel and tours. However, Gastronomy tour has the lowest frequency of

eleven (11) or 50%. this means that gastronomy tour is not yet being prioritized

by the tourist that is why travel and tours rarely offer gastronomy tour to the

tourist. DOT Registered Tour Guide has the highest frequency of twenty two (22)

out of 22 respondents with a percentage of 100. this means that, travel and tours

opt to hire tour guides that are registered by the DOT as they are qualified and has

undergo training and seminars. freelance and contractual people or employees

has the lowest percentage of four (4) or 18.18%.

Part III: Level of Effectiveness of Marketing Strategy of Travel and

Tours in the 2nd district of Albay

Forming partnership with airlines, hotels, and other travel-related

businesses to create bundled offering or mutually beneficial promos” and

“Designing all the planning and logistics for tourist to relax and enjoy their trip in

budget friendly package” have the highest weighted mean of 4.95%.

 “Offering a variety of pricing options in terms of demand and relevant

factors to meet the needs of the different customers” has the highest weighted

mean of 4.95. using facebook, instagram and tiktok apps for advertising as well

as creating website portal in marketing the tour operation has the highest

weighted mean of 4.95. The importance of social media in the tourism industry

cannot be overstated. Social media and tourism pair beautifully together, they

both focus on sharing experiences. Offering educational tours that include a

variety of learning activities such as lectures, hands-on activities and field trips

with the highest weighted mean of 4.95 which is described as highly

effective.Offering a free upgrade to a higher cabin category on selected cruise

tour with 4.23. Providing effective communication skills to address customer

queries and concerns” has the highest weighted mean of 4.77. Hiring on call

supplier managers to manage their relationships with hotels, transportation

companies and activity providers” has the lowest weighted mean of 4.23.

Part IV. Challenges encountered by the Travel and Tour in the 2nd district of
Albay

Natural Disasters were chosen by a total of 22 respondents out of the 10

possible challenges facing travel agencies and tour companies in the second

district of Albay. This was determined to be the most significant challenges

encountered by the business. Political instability rank the lowest.

Conclusions

Based from the above findings, the following conclusions are drawn:

1. Majority of the travel and tour practiced sole proprietorship form of

business organization and operating from ten to fifteen years. The capital outlay

is from P100,000 to P500,000. and mostly the sorce of capital came from the

savings of the travel and tour.

2. There are five identified marketing strategies applied by the travel and

topurs in the 2nd district of Albay along product, price, promotion, place and

people.

3. The over-all level of effectiveness of the marketing strategies of resorts

in 2nd district of Albay is highly effective.

4. To improve the marketing strategy of the travel and tour, aside from

creating Facebook page is the best way to increase potential client’s awareness

about the products and services, travel and tours must also invest in influencer

marketing.

Recommendations

The researchers forward the following recommendations

1. Provide loyalty card program. The possibility of making loyalty programs

signifies financial savings to loyal clients. This is the most alluring strategy that

benefits potential market. By availing loyalty card, travel and tours can open

travel option to tourist-client via discounted price and by collecting points that can

be converted into destination’s activity.

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2. Use free form of advertising such as Facebook or other Social Media forms

and to engage in influencer, employing influencers to generate brand content

ensure authenticity, but it also helps bridge the gap between what is real and

what is aspirational. When influencers are in charge of a brand's narrative, the

company is able to tap into pre- existing trust, create more interaction, and

narrate their story in a way that is relevant to today's customers.

3. Pricing based on perceived value is one of the most effective strategies for

setting prices. This takes into account the perceived usefulness, quality, and

significance of the business products or services from the perspective of the

client.

4. Focus on people- based marketing. A people-based strategy demands

businesses to first establish connections with prospective clients and existing

clients through genuine data-driven marketing, and then to base their decisions

on the information so obtained. A sophisticated marketing measurement and

attribution platform is required of businesses in order for them to be able to carry

this out in an effective manner.

5. It is strongly recommended that travel and tours operators draft their business

based- model in handling their products, price, promotion, place and people. This

model must be a guide in improving the marketing strategy of travel and tours.

This will set a clear vision ti be able to compete in the fast-paced world of travel

and tours operation.

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 5. Make use of Co-branding, pageant, parade, sporting events, concerts

which are promoted together with corporate major presenters and sponsors\

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 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

ADVISER'S CERTIFICATION

This is to certify that the suggestions given by the panel of Examiners on

connection with the oral examination of Maria Erika B. Bilaro, Mary Joy F.
Galicha, and Marvin B. Bilo in the defense of their research, titled: "MARKETING
STRAGIES OF TRAVEL AND TOUR IN THE 2ND DISTRICT OF ALBAY” were
complied with and were incorporated in the body of this research paper.

ZYRA B. BITARA, MBA

Adviser

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 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

EDITOR'S CERTIFICATION

This is to certify that the study, titled: "MARKETING STRAGIES OF

TRAVEL AND TOUR IN THE 2ND DISTRICT OF ALBAY” prepared and
submitted by fulfillment of the requirements for the degree Bachelor of Science in
Tourism Management at Amando Cope College, Baranghawon, Tabaco City has
been edited by the undersigned.

CHRISTIAN B. LLAGUNO, LPT

Editor

vi
 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

STATISTICIAN CERTIFICATION

This is to certify that the statistical data of the research study entitled
"MARKETING STRAGIES OF TRAVEL AND TOUR IN THE 2ND DISTRICT OF
ALBAY”prepared and submitted by _____________________________in
partial fulfillment of the requirements for the degree Bachelor of Science in
Tourism Management at Amando Cope College, Baranghawon, Tabaco City has
been checked by the undersigned.

_______________
Statistician

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 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

RECOMMENDATION FOR ORAL EXAMINATION

This study titled "MARKETING STRAGIES OF TRAVEL AND TOUR IN

ND
THE 2 DISTRICT OF ALBAY” prepared and submitted by
___________________ in partial fulfillment of the requirements for the Bachelor
of Science I'm Tourism Management that has been received by the undersigned
and is hereby recommended for Oral Examinations.

ZYRA BITARA, MBA

Adviser

THESIS COMMITTEE

GERALD B. BEQUIO,LPT, MBA

Panel Chairman

SHIELA NUNEZ, LPT, MM

External Panel Member

Accepted and approved as partial fulfillment for the requirements for the degree
Bachelor of Science in Tourism Management.

KATHERINE C. MARTINEZ, MM
Dean, BS Tourism Management Department

viii
 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

APPROVAL SHEET

This upon recommendation of the thesis committee, the thesis entitled:

"MARKETING STRAGIES OF TRAVEL AND TOUR IN THE 2ND DISTRICT OF
ALBAY” prepared and submitted
by____________________________________is hereby approved on partial
fulfillment of the requirements for the degree Bachelor of Science in Tourism
Management.

GERALD B. BEQUIO, MBA

Chairman

SHIELA NUNEZ, LPT, MM

External Panel Member

Accepted and approved as partial fulfillment for the requirements for the
degree Bachelor of Science in Tourism Management with grade of
___________.

KATHERINE C. MARTINEZ, MM
Dean, BS Tourism Management Department

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 Amando Cope College
Bachelor of Science in
Tourism Management Department
Tabaco City

RESULT OF ORAL EXAMINATION

Researchers: _____

Thesis: "MARKETING STRAGIES OF TRAVEL AND TOUR IN THE

2ND DISTRICT OF ALBAY”Y

Date: December 02, 2023

Place: ____________
Amando Cope College
Tabaco, City

Time: 1:00 PM

Panel Members Action Taken

GERALD BEQUIO, MBA ______________

Chairman

SHEILA NUNEZ, LPT, MM ______________

External Panel

SHENNA T. BOTALON, LPT, MM ______________

Member

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Acknowledgement

xi
 TABLE OF CONTENTS

Page

Title page …………………………………………………………… i

Abstract ……………………………………………………………... ii

Adviser’s Certification ……………………………………………....vii

Editor’s Certification ……………………………………………….. viii

Statistician Certification …………………………………………… ix

Recommendation for Oral Examination …………………………. x

Approval Sheet …………………………………………………….. xi

Result of Oral Examination ………………………………………. xii

Acknowledgement ………………………………………………… xiii

Table of Contents …………………………………………………. xiv

List of Tables ………………………………………………………. xv

List of Figures ……………………………………………………... xvi

Chapter THE PROBLEM AND ITS SETTING

I Introduction ………………………………………… 1

Setting of the Study ……………………………….. 4

Statement of the Problem ………………………… 6

Assumption ………………………………………… 7

Scope and Delimitation …………………………… 7

Significance of the Study …………………………. 8

Definition of Terms ………………………………… 10

Endnotes ……………………………………………… 12

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II REVIEW OF THE RELATED LITERATURE AND STUDIES

Related Literature ………………………………….. 13

Foreign Literature ……………………………………. 13

Local Literature ………………………………………. 17

Related Studies ………………………………………19

Foreign Studies ………………………………………. 19

Local Studies …………………………………………. 21

Synthesis of the Art ………………………………….. 23

Gap Bridged by the Study …………………………….24

Theoretical Framework……………………………….. 24

Endnotes ……………………………………………….. 27

III RESEARCH DESIGN AND METHODOLOGY

Research Design ……………………………………… 32

Sources of Data ……………………………………….. 32

Respondents of the Study ……………………………. 33

Research Instrument ………………………………….. 33

Validation of the Research Instrument ………………. 34

Data Gathering Procedure ……………………………. 34

Statistical Treatment …………………………………… 35

Endnotes ………………………………………………… 37

IV THE PROMOTIONAL STRATEGIES OF RESORTS

IN THE FIRST DISTRICT OF ALBAY ……………….. 38

V. FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

xiii
Findings …………………………………………………….. 54

Conclusions ………………………………………………… 56

Recommendations …………………………………………. 57

APPENDICES ………………………………………………. 59

CURRICULUM VITAE ……………………………………... 63

LIST OF TABLES

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Table Page

Forms of Business Organization ……………………………………….. 39

Number of Years of Operation ………………………………………….. 40

Guest Service …………………………………………………………….. 41

Facilities and Equipment ………………………………………………… 42

Advertising ………………………………………………………………… 43

Social Media ………………………………………………………………. 45

Printed Materials ………………………………………………………….. 45

Promotional Strategies along Advertising ……………………………… 47

Promotional Strategies along Social Media …………………………… 48

Promotional Strategies along Printed Materials ………………………. 50

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