Marketing and Promotions Department of Tourism

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					                                                    Chapter 12
                              MARKETING/PROMOTIONS PROGRAM

12.1   Introduction

       The aim of this chapter is to present a marketing program that can be the basis of
       individual comprehensive tourism marketing programs for each province of Region III.
       This proposed marketing program took into consideration three (3) core elements in
       marketing a tourist destination. These are:

       1. attitudes and decisions of target markets;

       2. attitudes and decisions of the LGU's, the community and its service suppliers; and

       3. the means by which the destination will distribute or provide access to their
           products and communicate with its target markets before and after the point of

       a. Methodology

       The Consultant relied on two sources of data, primary and secondary. The primary
       sources came from sample visitor surveys in all the provinces conducted by EDCOP
       and visioning exercises also conducted by EDCOP in each province. The sample
       surveys gave the project team valuable information regarding the visitor's origin,
       purpose of travel, source of information, while the visioning exercises brought to the
       surface the attitudes and aspirations of the community regarding tourism. Secondary
       data were sourced from the Department of Tourism and the 1994 JICA Central Luzon
       Master Plan. Equipped with these information, the marketing consultant put together a
       proposed marketing program using the following approach:

       First, the Consultant adopted the DOT's Jeepney or Tourism Highway Concept as the
       main anchor of the marketing plan. The reasons are: access is an a priori requirement
       before a destination can be promoted. Also, since the highways infrastructure already
       exist, immediate doable tourism programs can be launched or implemented. Finally,
       since the Department of Tourism plans to promote the tourism highway concept
       heavily, this is an opportunity for the affected destinations to "piggy back" on a major
       promotional and infrastructure bonanza.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Second, after identifying the key tourism highway grids, destinations were identified,
       clustered and where feasible, organized around a loop, or donuts as Pres. Fidel V.
       Ramos described the tour loops.

       Third, the project team recommended destination themes for each province. The
       themes were based on the tourism products existing or proposed for the province. For
       Region III, six themes are proposed:
                                                                 Tarqet Markets

               1. Heritage and Historical      -         domestic and foreign tourists
                                                         (families, students, expats, etc.)

               2. Rural Tourism                -         domestic tourists

               3. Eco-Tourism                  -         domestic and foreign

               4. Resort and Leisure           -         domestic and foreign

               5. Conferences & Meetings       -         domestic and foreign

               6. Business and Industrial      -         domestic and foreign

       Fourth, the tourism product with the most impact was recommended as the key anchor
       tourism program or product.

       Fifth, the destinations and their themes were analyzed for potential interface with the
       Department of Tourism's domestic and international marketing and promotion

       b. Definitions

       Some tourism terms mentioned in this study are:

       Heritage Tourism - An organized process by which people who are not part of the
       immediate community are persuaded to visit and enjoy the culture, values, objects,
       structures and programs which made up the heritage that is being preserved (National
       Trust for Historic Preservation, USA). Heritage tourism programs can either be site
       related or event related.

       Eco-Tourism - It is responsible visit to natural areas which conserves the environment
       and improves the welfare of local people (The Eco-Tourism Society). For purposes of
       this study, eco-tourism sites are limited to those areas declared by the DENR as
       protected areas.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
          Rural Tourism - Promotes the concept of agri-tourism (e.g. farm stays) or natural
          tours. It is essentially a bed and breakfast homestay program, and where visitors are
          exposed to the local culture and lifestyles of rural living.
          Domestic Tourism - consist of Inbound Traffic visitors from abroad, and internal
          travelers (residents of the Philippines, local or foreigners).

12.2      Potential Markets

          As background, seven tables are presented. The tables will show the origin of tourists
          to the Philippines, to Region III, as well as the ratio between domestic and foreign
          travelers and other pertinent information. Although the data are not from the same
          year, the intention here is to show indicators for purposes of analysis.

          Table 12.1        Domestic & Foreign Tourism Targets
                            (000's Visitors and Nights)

                                     SHORT TERM             MEDIUM TERM               LONG TERM
                                       TO 1993                TO 1996                   TO 2010

           Domestic Markets:
            Visitors                  2,344               2,685                         5,118
            Nights                    9,000               10,310                        19,653
           Foreign Markets:
            Visitors                  1,500               1,710                         5,365
            Nights                   10,666               14,604                        40,767
            Visitors                  3,844               4,395                         60,420
            Nights                   19,666               24,914                        10,483
          Source: Tourism Master Plan Project Office, DOT

          Table 12.2        DOT Tourist Arrival Targets 1996-2000

                     Year                     Number                       % Growth

                    1996                     2,000,000                        -
                    1997                     2,320,000                      15.00
                    1998                     2,740,000                      18.10
                    1999                     3,290,000                      20.00
                    2000                     3,940,000                      19.76
          Source: Puerto Azul Strategic Planning Workshop, 1995

    Estimated domestic visitors using commercial accommodation
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
         Table 12.3 International Tourists By Country of Origin, 1995

              Country                       Volume                    % Share

              U.S.A.                        342,189                      23.16
              Japan                         323,199                      21.88
              Taiwan                        190,423                      12.89
              Korea                         121,559                       8.23
              Hongkong                      107,151                       7.25
              Australia                      75,898                       5.14
              U.K.                           70,591                       4.78
              Germany                        50.766                       3.44
              Canada                         45,725                       3.09
              Overseas Filipino             149,903                      10.14
              TOTAL                        1,477,404                      100
         Source: Department of Tourism, 1995

         Table 12.4. Tourist Arrivals to Region III, 1993

            Province         Domestic        %         Foreign    %          Total   Share
         Bataan             12,101          29.5    747           3.7       12,848   21.0
         Bulacan            1,634           4.0     31            0.2        1,665    2.7
         Nueva Ecija        8,126           19.8    830           4.1        8,956   14.6
         Pampanga           7,078           17.2    15,793       78.1       22,871   37.3
         Tarlac             6,632           16.1    900           4.4        7,532   12.3
         Zambales           5,495           13.4    1,926         9.5        7,421   12.1
         TOTAL              41,066         100.0    20,227       100.0      61,293   100.0
        %               67.0                  33.0                      100.0
       Source: AIT-DOT Study on Regional Travel in the Philippines,, 1993

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
         Table 12.5 Top Five International Visitors to Region III, 1990
                     Total                     26,449                       100%
         U.S.A.                                13,383                        51
         Australia                             5,078                        19%
         W. Europe                             3,227                        12%
         Japan                                 1,825                         6%
         Balikbayan                            1,746                         6%
         Others                                1,190                         6%
       Source: JICA Study, Central Luzon Master Plan, 1994 DOT, 1990

         Table 12.6          Top Six International Visitors to Region III, 1993
         Source                                           As a % of Foreiqn VARR

         U.S.A.                                                      25.7

         Australia                                                   21.3

         Japan                                                       11.0

         United Kingdom                                               8.3

         West Germany                                                 7.9

         Switzerland                                                  7.2

       Source: AIT DOT Study on Regional Travel, 1993

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
        Table 12.7. Sample Visitor Profile Survey, Region III
                                             Foreign                Domestic
         Age                         63% below 40 years 76.7% below 40 years

         Sex                           75%                      48.8%
          Male                         25%                      51.2%

         Education                     77% are degree           79% are degree
          Degree Holders               holders                  holders

         Purpose of Visit              34%                      15.8%
          VFR                          45.3%                    52.6%
          Holiday                      11.3%                    24%

         Source of Information         60.4%                    44.7%
          Friends/Relatives            2.3%                     -
          Publication                  26.5%                    37.2%
          Repeat Visit

         Place Stayed                  58.0%                    10.6%
           Friends/Relatives           32.5%                    87.8%
           Hotels & Inns

         Ave. Length of Stay           6.48 days                3.36 days

         Residence                     23.5%
          North America                10.6%
          Japan                        10.6%
          Taiwan                       6.06%
          Germany                      15.1
          Australia                                             56%
          NCR                                                   44%
          Other Regions

       Source: EDCOP, 1996

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       From Tables 12.1 to 12.7, the following observations can be made:

       1. Together with excursionists and day tourists, domestic travelers constitute the
           main bulk of visitors to Region III.

       2. The size of domestic tourists, the high level of foreign travelers influenced by
           friends and relatives (58%), and Balikbayans constitute the critical mass of tourist
           movement in the Philippines.

       3. The foreign tourists who visited Region III mostly came from the U.S., Australia,
           Japan, Western Europe and Balikbayans.

       4. The visitor sample survey for Region III done by EDCOP, validates the pattern of
           tourist arrivals of previous reports. It can be safely assumed that the future main
           sources of travelers to the region will remain the same.

12.3   Tourism Product

       A Tourism Product is defined as the total experience encountered by a visitor from the
       moment he/she steps into and leaves Region III.

       The choice of the products took into consideration the vision, sentiments and
       commitment of the LGU and the community as to their choice of the type of tourism
       they want to develop and promote.

       a. Bulacan

       Bulacan's prominent role in the centennial celebrations and its proximity to NCR are
       the province's major advantages.

       Data show that domestic tourists and day excursionists represent the main body of
       visitors to Bulacan.

       This trend will not change. However, the numbers will show dramatic increases. The
       reasons are:

       1. Bulacan can be a good substitute to the traditional leisure weekend grounds of
           Cavite and Laguna.

       2. The Centennial related activities will attract both domestic and foreign visitors in
           substantial numbers.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       During the visioning exercise held in Malolos, the community committed to the
           1. Promote and develop Bulacan as a quality tourism experience.

           2. Protect and promote Bulacan's historic and heritage sites.

           3. They want a sustainable tourism.

          Tourism Products

       Bulacan's tourist products can be grouped around the following themes: Heritage,
       Rural, Eco-tourism, Resort and Leisure, Training, Conferences and Meetings.

       The destinations are grouped around four (4) loops, namely:

       Loop 1 (Malolos, Guiguinto, Balagtas, Bocaue, Marilao, Meycauayan, Obando,

          Heritage and Historical

       A full range of heritage tour progams can be developed recognizing the significance of
       Malolos as the site of the First Republic. The massive publicity being generated to.
       commemorate the Centennial is a major boost to Bulacan, specifically Malolos and
       nearby historical sites.

       The fluvial festivals of Bocaue, and the Obando Town Fiesta are already well known.
       The two municipalities can organize an event or specific tour program to attract more

          Resort and Leisure

       The enormous traffic problems in the South Expressway and the rapid urbanization of
       Cavite and Laguna are forcing excursionists to look for substitute weekend
       destinations. The resorts in Bulacan, Guiguinto and Malolos can be convenient

          Conferences/Meetings

       If the facilities of Hiyas are upgraded, Malolos can attract more small meetings and con

       Loop 2 (Malolos, Calumpit, Hagonoy and Paombong)

       This loop has three anchor tour broducts: Heritage (Calumpit), Fiestas (Calumpit) and
       Leisure (the resorts in Hagonoy).
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Loop 3 (Pulilan, Baliwag, Bustos, Angat, Pandi & Sta. Maria)

       This loop's anchor tour products are built around the historical sites of Pandi (Kakarong
       Battle), San Rafael and Sta. Maria; the rural setting of Bustos, Angat and Pandi; and
       the Pulilan Carabao Festival.

       Bustos and Pandi's rural setting, largely undisturbed for at least centuries, offer great
       opportunities at experimenting with the establishment of INNS with farms as a

       Although the Resort and Leisure facilities, situated in Bustos, Sta. Maria and Pandi
       need upgrading, they will appeal to harness Manilenos for their weekend holidays.

       Loop 4 (San Ildefonso and San Miguel)

       This loop is centered on San Miguel which is one of the remaining towns that qualify as
       a heritage district, similar to Vigan, Silay and Taal.

       In order to protect the existing Heritage homes, there is a need to approach it in the
       same manner as Vigan and Taal, i.e., to establish a San Miguel Heritage Commission
       to ensure the protection of the heritage sites.

       Table 12.8. Tourism Products Matrix for Bulacan

              Themes                                                                Training/
                                                           Eco-       Resort]      Conference
                              and           Rural
                                                          Tourism     Leisure         and
         Destination                                                                Meetings

         Loop 1                                                                     
         Loop 2                                                        
         Loop 3                                                       
         Loop 4                                                        

       b. Pampanga

       Up to 1990, Pampanga's tourism traffic consisted mainly of VFR's of U.S. servicemen
       stationed at Clark Airbase, and domestic tourists patronizing the various PX stores in

       Due to the closure of the U.S. military base and the damage to several Pampanga
       towns caused by the Mt. Pinatubo eruption in 1991, tourist traffic from these two
       sources went down.
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       However, from 1993, a new profile of tourist traffic has emerged. Australians basically
       patronizing the bars of Angeles City have replaced the American as the dominant
       market. At the same time, a higher quality traffic consisting of businessmen visiting the
       Clark Special Economic Zone, and leisure tourists playing golf or patronizing the
       Casinos have also started to show up in Clark. The survey and visioning exercise
       conducted in Pampanga showed the aspirations of the participants that Pampanga
       should be:

       1. Artistic
       2. Fine cuisine
       3. Historical
       4. World class tourism facilities
       5. Shopping
       6. Rich culture

       While the Clark Special Economic Zone is the principal anchor for Pampanga, the
       EDCOP Team also recommends two loops:

       Loop 1. San Fernando-Mexico-Sta. Ana-Candaba-Arayat-Magalang

       The main anchor of Loop 1 is San Fernando. Aside             from   its   being   a   major
       junction to Olongapo and Bataan, it is also the site of the Paskuhan Village which will
       host major international events such as the Floricultura.

       In terms of heritage, the area is known for its festivals and religious rites, World War II
       historical sites, and it is the repository of Pampanga's rich history.

       It is also the main education center of the province.

       Loop 2 Angeles-Mabalacat-San Fernando-Guagua-Sta. Rita-Porac

       Angeles City is not only the key anchor of this loop, but also for the entire region
       because of Clark Field.

       When the proposed hotels, casinos, golf courses and convention centers planned by
       Mimosa, Nora Bitong and the Korean Company Global Clark Asset are completely
       operational, Angeles City will be a self-contained destination where other municipalities
       or provinces can piggy back on.

       The plans for Clark will introduce tourism products that will appeal to the heritage
       tourists (Centennial Village), conventioners and business travel, leisure (shopping, golf
       and casino playing) travelers. Angeles City will also be a major transit point for
       travelers flying into the Clark International Airport.
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Special mention are made of two important stand alone destinations, namely Mt.
       Arayat and the Candaba Swamps.

       Mt. Arayat

       A separate Tourism Master Plan is being prepared for the DOT about Mt. Arayat. The
       plan envisions a combination of eco-tourism and establishment of world class facilities
       for leisure tourism.


       Candaba is another stand alone destination. Its distinctive features are eco-tourism
       and heritage sites.

       The swamps of Candaba provide an excellent opportunity for bird watching and rural
       tourism activities such as melon gathering, farming and fishing.

       Table 12.9. Tourism Products Matrix for Pampanga

               Themes                                                                   Training/
                                          Resort &    Rural       Eco-       Business/ Conference
                                          Leisure    Tourism     Tourism     Industrial   and
         Destination                                                                    Meetings

         Loop 1                                                                         
         Loop 2                                                                

       c.   Tarlac

       Tarlac has traditionally been a stopover point for travelers going to Northern Luzon and
       vice versa. Its tourism traffic consists mainly of day tourists/visitors on stopover, visiting
       Capas or playing golf in Hacienda Luisita.

       This can change with the emergence of the Luisita Industrial Park. The province can
       use this anchor to develop Tarlac as an overnight destination.

       During the visioning and planning exercise held in Tarlac, the community committed
       itself to the following:
            1. To develop and promote an ecologically and environmentally friendly tourism

            2. Attract investors and develop Tarlac as a business center; and

            3. Preserve socio-cultural and religious activities.
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Loop 1 - Capas-Bamban-Concepcion

       This loop has two main themes: historical (centered around Capas) and nature tripping
       (lahar affected areas of Capas and O'Donnel).

       Loop 2 - Tarlac-Mayantoc-Camiling-Paniqui-Gerona

       The central themes of this loop are heritage, resort & leisure, rural tourism and

       Tarlac and Camiling offer historic sites pertaining to World War II and Carlos P.

       Mayantoc's main attraction is its forested area and rural setting.

       The Luisita Industrial Park in San Miguel will become a major agro-industrial center
       complete with hotels, conference facilities, recreational and commercial areas.

       The sugar plantations in Tarlac, Paniqui and San Miguel offer opportunities for rural
       tourism such as train rides in the sugar fields, visits to the sugar centrals, and
       observing the traditional method of producing sugar.

       Table 12.10.    Tourism Products Matrix for Tarlac

              Themes                                                                Training/
                                         Resort &         Rural       Business/    Conference
                                         Leisure         Tourism      Industrial      and
         Destination                                                                Meetings

         Loop 1                                                                        
         Loop 2                                                                      

       d. Nueva Ecija

       Nueva Ecija's central themes are:

       1. Eco-Tourism (Pantabangan Dam and Minalungao National Park);

       2. Heritage Tourism. Nueva Ecija is one of the original eight (8) provinces that
           revolted against Spain; and

       3. Educational & Training Center. The province is considered the Center for Science
           and Agricultural Research in Central Luzon.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       These themes correspond to the community's aspirations as expressed in their vision
       statements, which are:

       1. Preserve its natural resources;

       2. Preserve, protect and restore its historical/cultural heritage, customs and traditions;

       3. Enhance its natural and man-made tourism facilities.

       Loop 1 (San Isidro, Gapan -Sta. Rosa-Zaragosa)

       The main anchors of this loop are the eco-tourism potentials of Minalungao National
       Park, and the resorts for the leisure market situated in San Isidro, Sta. Rosa and

       Loop 2 (Cabanatuan Laur-Bongabong-Llanera-Talavera)

       Cabanatuan City is an important site of historic events. It participated in the 1898 revolt
       against Spain, and nearby Camp Pangatian is an important Prisoner of War Camp
       during World War II.

       Cabanatuan City is also the educational center of Nueva Ecija.

       Loop 3 (Talavera-Llanera-Rizal-Pantabangan-San Jose City-Munoz)

       This loop has three tourism anchors.

       San Jose City, is the gateway to the highway proceeding to Banaue. It can be a
       convenient break for the long trip to Banaue.

       Pantabangan is a major forest and watershed area, and has great potential as an Eco-
       Tourism destination.

       Munoz is a major training center.

       Loop 4 (Munoz-San Jose City-Lupao-Talugtog-Carranglan)

       Talugtog can provide beautiful sceneries with mountain view as a backdrop.

       Pantabangan should be the subject of a special study to transform it into an eco-
       tourism site.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Table 12.11. Tourism Products Matrix for Nueva Ecija

              Themes                                                  Training/
                                          Resort &          Eco -    Conference
                              and                                                    Rural
                                          Leisure          Tourism      and
         Destination                                                  Meetings

         Loop 1                                                                      
         Loop 2                             
         Loop 3                                                                      
         Loop 4                                                                       

       e. Zambales

       In the past, the province received most of its tourism traffic from the Subic U.S. Naval
       Base. U.S. servicemen, domestic excursionists patronized resorts of moderate quality
       situated along the coastline of Zambales.

       With the closure of the U.S. military base, the province needs to re-orient the beach
       resorts towards the family market. The proposed special zone in San Antonio, the
       Masinloc Marine protected area and the rural tourism potential of the municipalities
       situated between San Antonio and Sta. Cruz can be the anchors of a tourism
       development program for Zambales.

       During their visioning exercise, the participants want to promote a community based
       tourism founded on a strong partnership between the government, private sector and
       the community.

       Loop 1 (Subic-Castillejos-San Antonio-San Narciso-Botolan-Iba-San Marcelino-
       San Felipe-Cabangan)

       The anchor for this loop is the proposed estate in San Antonio, primarily for resort and

       Heritage sites also exist in Castillejos and Iba.

       Loop 2 (Palauaig- Masinloc-Candelaria-Sta. Cruz)

       The coastline and the farms located along this grid make for an ideal resort and leisure
       theme as well as rural tourism concepts for farm stays.

       The proposed Masinloc Marine Park, which is a protected area, can be a major eco-
       tourism site.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       Table 12.12 Tourism Products Matrix for Zambales

                 Themes                                                             Training/
                          Heritage                             Rural
                                       Resort &     Eco -                Business/ Conference
                             and                              Toursim
                                       Leisure     Tourism               Industrial   and
         Destination                                                                Meetings

         Loop 1                                                                        
         Loop 2                                               
         Olongapo                                                                       
         Subic                                                                        

       f.   Bataan

       Bataan's primary attraction has always been as the battlefield sites of World War II. A
       variation was the Montemar Beach Resort which was popular for a number of years.

       If properly developed, and with the participation of the communities, Bataan's role
       during World War II should remain the main theme of this destination.

       Bataan's vision for Tourism centers on the following core principles:

       1. Preserve its historical/cultural heritage;

       2. Protect the environment; and

       3. Use tourism as an economic development strategy.

       Loop 1 (Hermosa-Orani-Samat-Abucay-Pilar-Bagac-Morong-Dinalupihan)

       Samat & Orani's importance is its historical events.

       Bagac, Morong & Dinalupihan areas primordial attraction are its coastal tourism.

       Loop 2 (Pilar-Orion-Limay-Mariveles-Bagac)

       Mariveles' and Bagac's eastern section of its beaches while the western section's
       attraction are its industrial sites i.e. chemical, refinery plants and export processing

       On the historical aspect, there are overlaps with the two loops, because Bataan was
       essentially one major battlefield.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       In addition, Bataan should upgrade and give proper attention and respect to the
       historical markers and sites related to World War II such as the route of the Death
       March, and others.

       Table 12.13     Tourism Products Matrix for Bataan

              Themes        Heritage
                               and        Resort & Leisure    Eco- Tourism

         Loop 1                                 
         Loop 2                                                                   

12.4   Product Positioning

       Product positioning basically means how to show off the tour products competing in
       the market place. Positioning strategies usually include the following elements:

       1. Specific product features;

       2. Benefits;

       3. Price;

       4. Productivity Center;

       5. World War II Veterans and Heirs;

       6. Religious Organizations;

       7. Balikbayans; and

       8. OCW.

       Product positioning strategies must always be viewed in terms of the needs and wants
       of the targetted market.

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
       A matrix showing positioning strategies, vis-a-vis their target markets, is shown below.

       Proposed Positioning Strategies Matrix

          Distribution                    Target Markets                                   Positioning Strategies

          Foreign        1. Day tours (Historical) from NCR                  1. Rediscover historical Bulacan as site of the
          Domestic       1. Families                                            First Republic
                         2. Students & educators                             2. It is very accessible to NCR (1 hour)
                         3. Company excursions                               3. Good internal road network
                         4. Associations, local & foreign based              4. Inexpensive shopping, food and entrance fees
                         5. Professionals
                         6. Lakbay- Aral (Gov't.)
                         7. Expats living in the NCR
          Foreign        1. Day tours from NCR                               1. Clark is a major international gateway with
          and            2. Active & former U.S. servicemen                     international facilities
          Domestic       3. Descendants of veterans of Phil-Am War, and      2. World class leisure facilities at good values
                            World War II                                     3. Lahar country, a once in a lifetime experience
                         4. Businessmen                                      4. Excellent cuisine and high quality arts and
                         5. Gamblers & golfers                                  crafts and festivals.
                         6. Transit passengers entering Clark Airport
                         7. Special Interest (ultralight flying, trekking)
                         8. Lakbay-aral
                         9. Conventioneers
                         11. Eco-tourists
                         12. Ex pats
          Foreign        1. Golfers & day tourists to Hacienda Luisita       1. Hacienda Luisita, one of largest sugar
          Domestic       2. Stopover passengers traveling to and from           plantations in the Philippines
                            Manila and Northern Luzon                        2. Convenient rest and stopover area
                         3. Heritage tourists interested in Capas            3. Alternative jump off point for lahar trekking.
                         1. Internal tourist traffic within Tarlac
                         2. Stopover passengers
                         3. Lakbay- Aral
                         4. Special interest tourists interested in sugar
                         5. Ex pats
          Nueva Ecija
          Foreign        1. Stopover tourists enroute to and from Banaue     1. Cities of Cabanatuan and/or San Jose are
          Domestic       2. Americans interested in the Pangatian POW           convenient rest areas for tourist bound for
                            camp                                                Banaue, a world heritage & cultural site.
                         1. Families                                         2. Nueva Ecija is a major player during the 1898
                         2. Professionals                                       Revolution.
                         3. Students and educators                           3. Pangatian is a shrine important to Americans
                         4. Internal excursionists within Nueva Ecija        4. CLSU is the U.P. Los Banos of Central Luzon,
                         5. Training & conference attendees                     insofar as agri-cultural training centers are
                         6. Expats                                              concerned
          Foreign        1. Day tourists from Subic Freeport & Olongapo      1. Discover the heritage sites of Zambalesb(San
          Domestic       2. Active & former U.S. Navy servicemen on             Antonio, Iba, Castillejos, etc
                            sentimental journeys                             2. Beautiful coastline of Zambales
                         1. Excursionists from NCR                           3. An alternative and exciting route to
                         2. Families                                            Pangasinan, Ilocos & Baguio.
                         3. Expats
                         4. Lakbay- Aral
                         5. Students
                         6. Professionals
          Foreign        1. Day tourists from NCR, Subic & Clark             1. A unique and sentimental historical
          Domestic       2. Leisure guests for Montemar                         experience.
                         1. Families                                         2. Convenient to access thru the fast ferry
                         2. Professionals                                       service.
                         3. Students & educators                             3. Prestine beaches of Bagac, Morong and
                         4. Expats                                              Mariveles Coast Lines.
                         5. Businessmen

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
12.5   Marketing Strategies

12.5.1 Market Research

       The lack of quality and up to date tourism data from Region III was a major problem
       encountered by the project team.

       There is a need to strengthen the data gathering and research capability of the region.
       In addition to data that can be derived from registration cards supplied by hotels, two
       additional research information are needed. These are a listing of sites and numbers of
       visitors, and a visitor profile sample survey.

       The listing will provide valuable information on the volume (quantity and trends) of
       visitors per site or event, while the visitor sample survey will profile the quality and
       profile of the visitors.

       The information gathered will provide the planners with valuable information for

       Example A - Top Ten Historic Houses and Monuments, Bulacan

                     Site             1996 Visits       % Change 96/97

           Barasoain Church                x                    x

           Biak Na Bato                    x                    x

           Angat Church                    x                    x

           Sta. Maria Church               x                    x


       Example B - Visitor Profile Survey Report Sample

            Visitor Profile                                       Origin
              Sex                                                   Residence
              Age                                                   Mode of Transport
              Children                                            Decision Making
              Disabled                                              Source of Information
            Number of Visits                                      Rating of Sites
              First time                                          Comments
              Repeat (how many times)

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
12.5.2 Destination Image

             Destination image is defined in this study as branding. A list of branding objectives to
             guide each province in their choice of brands are enumerated, but suggested brands
             were included for guidance purposes.

             Basically, the province has to determine what is required, i.e. - brand development,
             reinforcement or to reposition the tour product.

                                           DESTINATION IMAGE

     Destination            What is Required                       Objectives

 1. Bulacan            1. Brand development      1. Rediscover Bulacan                               Bulacan: The
                       2. Reinforcement          2. Position Bulacan as alternative excursion        First
                       3. Reposition                site for Metro Manilans                          Philippine
                                                 3. Good value destination for food & shopping       Republic
                                                 4. Good roads

 2. Pampanga           1. Brand development      1. Clark Field as international gateway             Victorious
                       2. Reinforcement          2. World class facilities for rest and leisure at   Pampanga
                       3. Reposition                good value prices
                                                 3. Reconvert lahar phenomenon from a
                                                    negative to a positive
                                                 4. Centennial exposition
                                                 5. Pampanga is not only Clark; countryside is

 3. Tarlac             1. Brand Development      1. Tarlac is more than just a stopover              Tarlac:
                       2. Reposition             2. Discover the heritage of haciendas and           Hacienda
                                                    sugar plantations.                               country

 4. Nueva Ecija        1. Brand development      1. Nueva Ecija is a safe destination                Nueva Ecija:
                       2. Reinforcement          2. The province played a prominent role 100         The
                       3. Reposition                years ago                                        Agricultural
                                                 3. Premier agricultural education and training      Haven and
                                                    center in Northern Luzon.                        Gateways to
                                                                                                     the Heavens

 5. Zambales           1. Brand development      1. Varied activities for families & tourists        Discover
                       2. Reinforcement             outside Olongapo and Subic Freeport              Zambales
                       3. Reposition             2. The province is still great place for day
                                                 3. With Iba, San Miguel & Castillejos,
                                                    emphasize the history of the province.

 6. Bataan             1. Brand development      1. Bataan is not only World War II sites            The Spirit of
                       2. Reinforcement          2. Mariveles is great for factory outlet.           Bataan

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
12.5.3 Product (Development) Strategy

       A matrix showing recommended strategies is presented here.

                                  Develop &                                     Enhance &
                                                  Maintain        Change
                                  Introduce                                     Stren gthen
 1. Heritage &
 Historical                                                                       
 2. Rural                             
 3. Eco-Tourism                       
 4. Resort/Leisure                                                                
 Meetings                                                                         
 1. Heritage &
 Historical                                                                       
 2. Rural                             
 3. Eco-tourism                       
 4. Resort/Leisure                                                               
 5. Business/
 Industrial                                                                        
 6. Training/Conference
 & Meetings                                                                       
 1. Heritage &
 Historical                           
 2. Rural Tourism                     
 3. Resort and
 Leisure                              
 4. Business/
 Industrial                           
 Nueva Ecija
 1. Heritage &
 Historical                                                                       
 2. Resort and
 Leisure                                                                          
 3. Eco-Tourism                       
 4. Training/Conference
 & Meetings                                                                       

Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
                                    Develop &                                    Enhance &
                                                  Maintain         Change
                                    Introduce                                    Stren then
1. Heritage &
Historical                                                                         
2. Rural                                
3. Eco-tourism                          
4. Resort/Leisure                                                                   
5. Business/
Industrial                              
6. Training/
Conference &
Meetings                                
1. Heritage &
Historical                                                                         
2. Eco-tourism                          
3. Resort/Leisure                                    
4. Business/
Industrial                                                                          
5. Training/
Conference &
Meetings                                

       The above matrix shows to the provinces, the Consultant's assessment of what their
       tourism planners need to do in developing their products.

12.5.4 Distribution Strategy

       Distribution is defined here as establishing channels where the products points of sales
       are linked with the customer. Distribution objectives include coverage, outlet types,
       direct or indirect delivery and timing.

       The provinces within Region III can utilize any or all of the following distribution

       1. Department of Tourism and the Philippine Convention Visitors Corporation

       2. The Philippine Tour Operators Association

       3. Selected Tour Operators/Wholesalers

       4. Bus Companies/Fast Ferry Services

       5. Domestic Airlines
       6. DILG, LGA

       7. Direct Mail to:

              Schools & Colleges

              Civil Clubs

              Trade Associations

              Religious Groups

              Filipino Association Abroad

              Corporations

       8. Internet

       9. Computerized Reservations and Distribution System

12.5.5 Communication and Promotions Strategy

       The purpose of promotions is to support the destinations advertising strategies. The
       specific objectives of promotions for the provinces of Region III are:

           1. Establish awareness regarding the unique selling propositions of the different

           2. Persuading the potential tourist to visit the provinces of Region III, as sole
               purpose destination or as part of a round trip package; and

           3. Change the attitudes of the target audiences regarding pre-conceived notions
               about the destinations.

       The Consultant recommends that the provinces contract professional advertising and
       PR professionals to develop their advertising and PR campaigns based on the
       framework of this marketing plan.

12.5.6 Pricing Strategy

       There is a tendency in the Philippines to adopt two pricing schemes, i.e., one for
       foreigners and another one for Filipinos. This is not only discriminatory, it also induces
       artificial inflation because rates are quoted in U.S. dollars.
       We recommend that a peso dominated single pricing differentiated only by class or
       category of the facility rather than the nationality of the visitor.

       With the exception of Clark and Subic Freeport which are international gateways, a
       peso denominated pricing scheme is therefore preferable. This is especially so
       because most of the visitors to the region are domestic tourists.

12.6   Promotional and Other Information Collaterals

       The Consultant recommends that the destination adopts the themes being promoted
       and developed by the province, and incorporate these even in the individual corporate
       brochures or advertising campaigns.

       Road maps and brochures should clearly provide useful information such as the main
       attractions, accommodations and their types, and how to get there.

       The province can also piggyback or interface with the international and domestic
       tourism campaigns of the Department of Tourism; for example, Musical Islands, Visit
       Philippines, and etc. In this way, the province can save a lot.
                  NATIONAL TOURISM
                    MASTER PLAN

                  REGIONAL TOURISM

                  PROVINCIAL TOURISM

                  CITY TOURISM PLAN

                  MUNICIPAL TOURISM
                                        Figure 13-2
                               REGIONAL TOURISM AUTHORITY

                                          REGIONAL DEVELOPMENT

      Private Sector                                Policy

                                                                            LEGAL DIVISION

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