Factors Influencing Tourism Marketing Strategies in CALABARZON Region

Marketing is a critical management role for any company, but smaller tourism companies tend to undervalue the importance of successful marketing and handle it in an unstructured and informal manner. This will reduce their effectiveness in attracting visitors and have an impact on the businesses’, success. This study aims to assess the tourism marketing strategies of CALABARZON in terms of brand marketing strategies, brand position, facilities, service quality, political, social and economic stability, and systematic promotions of cultural events. The researcher used descriptive research method. The adapted questionnaire was administered to 335 tourists. Based on the findings, the tourism marketing strategies in CALABARZON is effective in doing brand positioning and handling a systematic promotion of cultural events. The tourist destination management, department of Tourism (DOT), travel agencies and operators and the local government of entire CALABARZON may collaborate for aggressive marketing campaign promoting the best and unique features of the region and create grand projects that the tourist could travelCALABAZON in one single tour package as well as to promote the accommodation, facilities and tourist activities. The future researcher may conduct similar study using different variables such as: digital web platforms marketing and emergence of technology for marketing promotion.

Keywords – brand marketing strategies, brand position, facilities, service quality, cultural events