1

TOURISM PROMOTION STRATEGIES FOR LOCAL TOURIST ATTRACTION: A

CASE FOR SULTAN NAGA DIMAPORO BEACH RESORTS

A Research (Proposal)

Submitted to

The Faculty of the College of Business Education

Saint Columban College

Pagadian City

In Partial Fulfillment

Of the Requirements for the Degree of

Bachelor of Science in Hospitality Management

By

MADYSONE Y. BALONGCAS

JUSTELE JANE H. MANAL

KHAYL IAN Y. YANGAO

April 2024
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Acknowledgment

The researcher sincerely thanks everyone who has inspired us to begin this research

project. Our sincere gratitude is extended to the following;

To our most gracious and loving God. Thank you for your divine source of wisdom and

strength, for guiding us through this journey and blessing us with victory. The

researchers are forever grateful for your grace and guidance.

To Mrs. Janus Naparan and Ms. May ann Langam, the researchers' subject instructor

and research adviser, for their guidance, patience, encouragement, and unending hard

work in editing this work.

Ma’am Susan, Dean of the CBE, and Father Nestor, President of the School, for

permitting us to conduct the study.

To the selected participants located in Sultan Naga Dimaporo who became the research

respondents for their cooperation and support in answering the questionnaire, which

made this paper successful.

To the parents of the researchers for their moral support and for supporting the

researchers financially, for without them, the researchers would not have had the

inspiration to carry out the study until the end.

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Dedication

This study is dedicated to our beloved families and friends whose unwavering support,

guidance, and sacrifices have guided our research journey.

Lorna Y. Balongcas

Miguel S. Balongcas

Vilma H. Manal

Norberto S. Manal

Lilian Y. Yangao

Eliezer Y. Yangao
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Table of Contents

Title Page…………………………………………………………………

………………… i

Acknowledgement……………………………………………………….

…………………. ii

Dedication……………………………………………..…….…………………….

……..…. iii

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

………. iv

Chapter 1.........................................................................................................…1

Introduction.....................................................................................................1

Background of the Study.............................................................................1

Theoretical Framework................................................................................5
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Statement of the Problem.............................................................................7

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

Definition of Terms....................................................................................9

Chapter 2..............................................................................................................10

Research Method…....……………………………………………….….

……………10

Research Design............................................................................................9

Research Environment.................................................................................11

Research Participants....................................................................................11

Research Instruments....................................................................................13

Data Gathering Procedure.............................................................................14

Data Analysis................................................................................................16

Ethical Considerations….………..……………….……………….….

…………….18

Chapter 1

The Problem
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Background of the study

Local tourist attractions are vital assets for communities, offering economic

opportunities through tourism. Tourism is considered the cosmopolitan work of

capitalists in industrialized countries. Most tourism projects anticipate many tourists and

think of their contribution to the outside world to attract tourists. Local tourist

attractions play a crucial role in the economic development of a region by attracting

visitors and generating revenue. Change it to Smith and Johnson (2019) emphasized the

significance of digital marketing strategies for promoting local tourist attractions. They

highlighted the effectiveness of social media platforms such as Instagram and Facebook

in reaching potential visitors and engaging with them through captivating visual content.

Enhancing marketing and promotional efforts for natural tourist attractions through

Instagram, optimizing accessibility to these destinations, and improving facilities and

infrastructure (Haksoro, 2024). Garcia (2018) proposed the implementation of

sustainable tourism practices as a critical strategy for promoting local tourist attractions.

Promotion is one of the most important elements in new marketing which includes a

scientific program that tries to inform and motivate potential customers and

intermediaries for specific purchases or actions (Mohammadi, 2015).

The partnership with the organization could enhance local attractions' exposure to

a broader audience (Patel & Chen, 2017). Local attractions can create memorable

moments that stimulate word-of-mouth promotion and repeat visits by offering

immersive experiences such as guided tours, workshops, and interactive exhibits (Wang
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et al., 2021). Additionally, it emphasized the significance of leveraging cultural heritage

in tourism promotion. Destinations can showcase their unique identity through cultural

events, storytelling sessions, and heritage trails and entice travelers seeking authentic

experiences (Kim, 2019). Tourists’ choice of destination can be influenced by natural

disasters, exchange rates, political reasons, and an individual’s image of a destination

(Roe & Urquhart, 2015).

Any institution organizing or managing educational programs should consider

the tourism component to exploit the opportunities the destination offers to achieve

learning goals (Tomasi, 2022). Tourism is the movement of people away from their

normal place of residence (Holloway et al., 2014). Tourism happens in destinations and

travelers go to destinations to visit attractions, and to partake in recreational activities

which will result in experiences resulting from their interactions in the places visited

(Uysal et al., 2015). The level of integration of local stakeholders and their capacity to

recognize best practices for promoting the area to tourists (Beltramo, 2022).

Promoting tourism has been identified as a critical strategy that can lead to

economic upliftment, community development, and poverty relief in the developing

world (Binns, 2015). The key to improving the quality of tourism destinations is an

effective strategy to develop the tourism sectors. One should emphasize adequate

maintenance of tourism destinations and management to develop the tourism sector

(Azizah, 2017). Tourism promotes the development of small and medium-sized

businesses, increases employment and self-employment, and smoothing the

disproportions of territorial development (Kyrylov, 2022).

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The promotion of tourism has been challenging the most unique areas of

attractions in the world. The distribution of ideas about growth is limited to

advertisement and publicity to attract tourists. Features of tourism attraction sites are

well developed but need to be financially supported due to a lack of tourism promotion

strategies. Tourism products are well considered appropriate with effective promotion

through marketing trends. Product promotion is given little attention through specific

areas of attraction by individuals' ideas (Garcia, 2016). Promotion of tourism attraction,

building tourism brands, and tourism product diversifications are promotional strategies

to improve tourism sector performance. This type of marketing communication can be

used to inform and persuade the target audience about a product or tourism service. It is

a place of interest that tourists visit, typically for its inherent or exhibited natural or

cultural value, historical significance, natural or built beauty offering leisure and

pleasure (Ramjit, 2018).

Tourism is not only an active source of economic contribution but also for social

cohesion. Lahore is an ancient city renowned for its rich cultural history and tourist

attractions. Its tourism potential can be an active source of economic gains. Further,

existing tourism scenarios have been analyzed to demonstrate the importance of tourism

in development (Nadeem, 2018). Developing the creative economy as a driver of the

tourism sector requires connectivity by creating creative product outlets in strategic

locations and close to tourist spots (Indrajaya, 2019). The most effective strategy can

positively impact the increase in visitors and tourist attraction income (Rosalia, 2023).

Local people and the government should work together by focusing on the

common benefits of the destination rather than on opportunistic objectives (Satriayudha,

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2021). Awaloedin (2024) emphasizes the importance of media usage and public

relations strategies in tourism promotion, highlighting the need for cooperation with the

public to achieve tourism objectives. The Publication Division, related agencies, and

stakeholders in the world of tourism took various ways to overcome obstacles, including

optimizing existing resources and cooperating with other parties/agencies/institutions

(Ratnafitasary, 2022). The involvement of stakeholders in the planning and

development of Tourism Village is the main thing needed to realize sustainable tourism

in the economic, sociocultural, and natural/environmental fields (Kartimin, 2023).

The strategy is to empower the community with tourism awareness, improve

facilities and infrastructure, carry out promotions in various media and electronics, and

improve infrastructure (Kause, 2023). One of the key strategies recommended was to

use humor, strong images, and wordplay messages to catch attention easily and to

utilize billboards and signage effectively (Ricafort, 2020). The strategy to be used in the

development is utilizing natural potential, cultural tourism, and local wisdom to support

the existence of the tourism object to increase tourist attraction (Kurniawan, 2021).

Tourism development significantly contributes to the nation's economic growth,

but it involves a trade-off between ecosystem services and social and cultural identities

in many developing countries. Tourism villages should preserve the local customs,

safeguard the environment, and positively impact their surroundings (Adawiyah et al.,

2020). The strategy of local government in promotion is based on e-tourism, and it is

also essential to find out what factors influence the regional government in formulating

an e-tourism-based promotion strategy (Amiruddin, 2020).

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Local offerings should also adapt persistently to their transposition desires and

standards. One of the highest human values is happiness. The impact of tourism on local

happiness has received less empirical attention in tourism research (Pedregal et al.,

2017). Tourist attractions based on big data and artificial intelligence analyzes tourism

and discusses the transformation of rural tourism marketing to a new fusion model with

the support of big data and artificial intelligence, aiming to study every step involved

and supported deeply by big data and artificial intelligence, from the awakening of

intentions before the travel to the analysis of behaviors and preferences during the trip

and the collection of evaluation after the travel (Yu he, 2022).

Promoting local tourist attractions, such as Sultan Naga Dimaporo Beach

Resorts, requires an advanced understanding of the destination's unique features and

target audience preferences. Despite the abundance of research on tourism promotion

strategies, there exists a noticeable gap in literature explicitly addressing the marketing

needs of smaller, lesser-known destinations like Sultan Naga Dimaporo. While more

prominent tourist destinations often benefit from extensive marketing budgets and

established promotional channels, smaller attractions usually need help to garner

attention amidst the competitive tourism landscape. Therefore, there is a critical need to

investigate tailored promotion strategies that can effectively showcase the distinct

offerings of Sultan Naga Dimaporo Beach Resorts and attract a diverse range of tourists.

Promoting local attractions online with compelling content and lively social

media accounts is essential to effective tourism marketing. Reach is increased when

local businesses and influencers work together. Targeted marketing campaigns and

special promotions draw in diverse visitors. This study aims to explore innovative
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marketing approaches, leveraging digital platforms, community engagement, and

sustainable tourism practices to enhance the visibility and appeal of Sultan Naga

Dimaporo Beach Resorts. Conducting this study contributes to the academic

understanding of destination marketing. It offers practical insights that can directly

benefit the local community by boosting tourism revenue and promoting economic

development in the region.

Theoretical Framework:

This study is anchored on sociologist Homans's (1958) theory of Social

Exchange which is another critical theory in tourism promotion strategies for nearby

tourist destinations that serve as the framework of this research. Regarding travel, this

theory says that travelers decide where to go based on what they think they will get for

their money. These costs could include money expenses, lost time, labor, or perceived

risks, while these benefits could include travel, leisure, adventure, and social contacts.

The significance of Homans's Social Exchange theory in promoting local tourist

attractions lies in its ability to help us understand why people choose one destination

over another. By considering what visitors see as valuable and what they're willing to

give up, we can create marketing strategies that emphasize the attractions' benefits while

minimizing the perceived costs, ultimately making the attractions more competitive,

satisfying visitors better, and guiding decisions on how to improve the overall tourism

experience.
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Statement of the Problem

This study probes the tourism promotion strategies for local tourist attractions. It

focuses on Sultan Naga Dimaporo's Tourism officers, business owners, and tourists.

This study will be conducted during the school year 2023-2024.

Specifically, the study aims to answer the central question, " How do the Sultan

Naga Dimporo’s beach resort owners describe their practices on their tourism

promotion strategies?" It seeks to answer the following queries:

1. What are the pre-operating promotional strategies?

2. What are their operating promotional strategies?

3. What are the challenges they encountered in promoting their beach resorts to the local

tourists?

4. What are the challenges that beach resorts encounter in managing risk or in preparation

for disasters?

5. How do they overcome the challenges in promoting beach resorts to local tourists?

Significance of the Study

This study would benefit everyone interested in the tourism industry. The

following would particularly benefit from the findings of this study:

Beach Resorts owners. They can gain feedback from the researchers and make

improvements accordingly for the betterment of their resorts.

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Students. They can put the theoretical knowledge they gained from the

research to use in practical ways, like creating marketing campaigns or tourism

programs targeted at regional

customers.

Tourists. They gain access to information about destinations, attractions, and

activities, helping them make informed travel decisions.

Hospitality Management and Tourism Program. They will gain knowledge about

promoting business, and enhance marketing skills and strategic thinking.

Future researchers. The study contributed to understanding how local tourism is

promoted in business. Researchers can use this information to carry out additional

analysis, spot patterns, and make suggestions for promoting regional tourism plans

within the hospitality industry.

Definition of Terms

The following terms will be used extensively in this study and shall be taken

according to the definition given below:

Beach Resorts. Beach resorts that offer accommodation to the guests have

cottages, and rooms.

Local Tourist. Local tourists are the places of interest within a specific region or

community that have the potential to attract tourists and contribute to local economic

development.
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Stakeholders. Stakeholders are the individuals, organizations, or groups with an

interest or stake in the success of tourism development initiatives, including government

agencies, businesses, local communities, and tourists.

Tourism Promotion. Tourism promotion is the strategy of marketing and

advertising tourist destinations to attract visitors and stimulate economic activity.

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Chapter 2

Research Method

The research method for this study is presented in this chapter. This research

study focused on the tourism promotion strategies for local tourist attractions. The

following information detailed the research design, research environment, research

participants, research instruments, data gathering procedure, data analysis, and ethical

considerations.

Research Design

This research adopts a qualitative approach, utilizing case study methodology to

delve deeply into the context, challenges, and opportunities surrounding Sultan Naga

Dimaporo Beach Resorts tourism promotion. The study seeks to uncover insights from

various stakeholders, including resort owners, local government officials, tourists, and

community members, through in-depth interviews, focus group discussions, and

observations. A qualitative case study is valuable for promoting local tourist attractions

because it provides rich insights into the unique characteristics and dynamics of these

destinations, enabling marketers to develop targeted and impactful promotion strategies.

This study utilized Merriam's case study design, employing qualitative research

such as interview guide, record analysis, and observation. The Merriam approach is an

instrument for thoroughly assessing this research through observations, in-person

interviews, and record analysis. Merriam case study could be due to biased data, small

sample size, or limited generalizability. Qualitative Purposive Sampling is used to

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choose the sample, capture and analyze data, and record the interaction between the

interviewee and interviewer.

Research Environment

The research environment of this study is centered in Sultan Naga Dimaporo. The

researchers selected beach resorts in Sultan Naga Dimaporo which are used to study

tourism promotion strategies due to its rich cultural heritage, diverse natural attractions,

and potential for economic development. The selection of Sultan Naga Dimaporo as the

study area was based on several factors. Firstly there are many stories stating that Sultan

Naga Dimaporo has a stigma that makes it a dangerous place for a tourist destination,

that there a dumped dead bodies that is not from Sultan Naga Dimaporo and hold-ups

are happening at the boundaries of Lanao Del Norte and Lanao Del Sur, Sultan Naga

Dimaporo can be blamed because he is under Lanao Del Norte. Second to study

marketing strategies employed by the beach resorts to attract tourists. Lastly to evaluate

the services and facilities offered by the beach resort through interviewing and site

visits.

Research Participants

The participants of this study are people who work from the selected five to ten

(5-10) beach resorts of Pikalawag Sultan Naga Dimaporo. In developing tourism

promotion strategies for local tourist attractions, purposive sampling can be

instrumental in gathering insights from individuals with direct involvement or expertise

in the tourism industry and potential tourists.

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The researchers have chosen the local business owners as participants in the study

based on the following criteria: 1. The participants are currently working in a beach

resort. 2. The participants are the owners of the local beach resorts. 3. Private beach

resorts.

Research Instruments

The main research instrument used to collect data for the study is the researcher,

assisted by an interview guide, and record analysis. The information obtained from the

participants' interviews will be used as preliminary data to be analyzed and interpreted.

The researcher will employ vernacular language during the interviews to ensure

clear communication and a better and deeper understanding of participants'

perspectives. Then, it will be translated into the English language. The interview guide

consists of an introductory statement, engaging questions, and central questions divided

into three categories; the sub-questions, descriptive, probing, and exit. When it comes

to interview guide research instruments, thorough preparation is needed to ensure that

the questions asked are relevant, unbiased, and able to obtain the desired information.

That means a researcher has to ask the respondents open-ended queries or even pressing

issues for discussion. Record analysis is a crucial qualitative research technique, which

entails looking through pre-existing texts, records, or artifacts to find insightful

information.

Data Gathering Procedure

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The researchers began by making a questionnaire to be validated by the adviser.

After the questionnaire is validated, the researcher makes a letter to get approval from

the president, dean, and adviser to conduct an interview. Once approval was granted and

the letter signed and approved, all researchers gathered where data collection occurred

and began by requesting participants' consent to perform the study. Before collecting

data, the researchers introduced themselves to the participants, explaining that they were

third-year BSHM students in Pagadian City and would be conducting an interview as

part of their research course. The researcher asked qualified participants if they were

willing and able to be interviewed for their research. The researchers will explain their

research topic, will elaborate on the interview procedure, and will assure respondents

that their answers and responses will be kept strictly confidential. Once everything is in

order, the researchers will ask the right questions about their topic or research. The

researchers will document the whole interview using audio recording devices. After

asking the questions, the researchers will collect and define the needed data. When the

researchers collect all the necessary data, they will clean the data. The researcher would

edit or remove inaccurate or redundant data. They would start slicing and dicing the

respondent's data to extract useful information.

Data Analysis

The data analysis used in the study is based on Meriam's qualitative data method.

Following the participant interviews, the researcher started the data analysis. The

information will be gathered, written down, coded, and will be examined, be explained

to Sultan Naga Dima Poro Beach Resorts' owners to be implemented in their promotion
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strategies for local tourists. Since this study uses Merriam's case study methodology, the

researcher will integrate, minimize, and interpret the data to understand what the

participants said and what the researcher saw and read.

The data could be collected and analyzed simultaneously in the field or outside.

The primary focus of analyzing the gathered data was to convey a complete

comprehension of the case. The data was obtained through interviews conducted,

observation of the subjects and their natural environment, and examination of relevant

documents (Merriam & Tisdell, 2016).

Ethical Consideration in Research

Ethical considerations were essential to follow in the research as they secured and

protected the participants in the study. The researchers ensured that ethical

considerations were implemented, including privacy and confidentiality, informed

consent, integrity, respect for participants, and engagement of free will. The researchers

did not force respondents who were not willing to be interviewed.

Following the participant interviews, the researcher started the data analysis. The

information will be gathered, written down, coded, and will be examined, be explained

to Sultan Naga Dima Poro Beach Resorts' owners to be implemented in their promotion

strategies for local tourists. Since this study uses Merriam's case study methodology, the

researcher will integrate, minimize, and interpret the data to understand what the

participants said and what the researcher saw and read.

The data could be collected and analyzed simultaneously in the field or outside.

The primary focus of analyzing the gathered data was to convey a complete
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comprehension of the case. The data was obtained through interviews conducted,

observation of the subjects and their natural environment, and examination of relevant

documents (Merriam & Tisdell, 2016).

Ethical Consideration in Research

Ethical considerations were essential to follow in the research as they secured and

protected the participants in the study. The researchers ensured that ethical

considerations were implemented, including privacy and confidentiality, informed

consent, integrity, respect for research participants, and voluntary participation. The

researchers did not force respondents who were not willing to be interviewed.

Confidentiality. Confidentiality refers to the protection of sensitive information

shared by the participants. It was maintained, ensuring that all data collected from the

participants remained confidential. Only authorized individuals had access to such data.

Under no 18 circumstances, except in a matter of life and death, would the researchers

reveal the identity of the participants. Researchers must uphold participants' privacy by

guaranteeing the confidentiality of their identities and personal data unless express

permission to share is acquired.

Informed Consent. This notion entails ensuring that people have sufficient

information about a research study, technique, or activity before agreeing to participate

voluntarily. They should know the risks, advantages, and purpose of their participation.

Respondents must give their free and informed consent without being forced to do so

after being fully informed about the purpose, methods, dangers, and rewards of the

research.
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Integrity. It is defined as honesty, fairness, and devotion to moral and ethical

ideals. It entails telling the truth, honoring commitments, and acting consistently in

one's actions and decisions. To ensure the validity and integrity of their study,

researchers should perform their investigations with honesty, transparency, and

professionalism. They should also avoid any biases or conflicts of interest.

Respect for research Participants. The researcher mentioned before the interview

that they are not forced to respond if they refuse to do so and reminded the participants

to say off the record if there are some statements, they want to make but do not want to

be officially transparent. Throughout the research process, researchers must uphold

participants' autonomy, dignity, and rights, including their choice to discontinue the

study at any moment.

Voluntary Participation. Individuals must participate in ethical studies and

activities of their own free will. Participants must be autonomous to make informed

decisions regarding their involvement; therefore, coercion or undue influence is not

allowed. Persons in ethical research and activities must voluntarily engage in them. For

participants to make well-informed decisions about their involvement, they must be free

from disproportionate influence or pressure.

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Chapter 3

Results and Discussion

This chapter presents the results and discussion on tourism promotion strategies for local

tourist attraction: a case of Sultan Naga Dimaporo Beach Resorts.

The unit of analysis for this study is the owners and managers, which had numerous

private beach resorts. This study aimed to investigate the promotion strategies of these resorts.

Beach resorts offer accommodations and affordable cottages. The discussion also looks at how

these strategies help keep tourists happy and make the resorts more competitive in the local

tourism market. Their responses are coded using the initials of their general description for

private beach owner/manager 1 - PBOM 1, PBOM 2, PBOM 3, PBOM 4, and PBOM 5.

The categories that emerged from the study were Promotional Strategies in Beach

Resorts, Challenges They Encountered in Promoting Beach Resorts, and Managing Risk in

preparation for disaster.

The categories that emerged from the study were Promotional Strategies in Beach

Resorts, Challenges They Encountered in Promoting Beach Resorts, and Managing Risk in

preparation for disaster.

Promotional Strategies in Beach Resorts

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Beach resorts use various promotional efforts to attract new customers and cultivate

repeat business from their current clients. Promotional strategies for beach resorts in Sultan Naga

Dimaporo include targeted social media campaigns highlighting the natural beauty of the

beaches and creating visually appealing content such as videos and stunning photography that

can help capture the attention of potential guests.

The subcategories that emerged from this category were Pre-operating Promotional

Strategies and Operating promotional strategies.

Pre-operating promotional strategies. The first subcategory that emerged from this

category was pre-operating promotional strategies. Each strategy generates excitement, engages

potential guests, and establishes the resort's presence in the market before it begins operations.

These are the following statements:

“Chika-chika gyud ang hinungdan nga promote sa among beach, hangtud sa daghan na

manganhi dayun sa pag sikat na sa social media mao to daghan na mag post nga nakaanhi

dayun kami pod nag post napud mi sa facebook. [Words of mouth are the reason for promoting

our beach, then a lot of people come and the social media becomes famous, and there are lots of

posts that they come and we also post on social media.]” -PBOM1

“Ga open mi 2016 tapos ang mga nangaligo lang diri kay mga friends lang mga kaila sakong

anak ug mga pamilya namo kay akong anak man gud kay principal. [We opened in 2016, and the

people who swim here are friends, people that my child knows, and our family because my child

is a principal.]”-PBOM2

“Ga open mi 2020 tapos through word of mouth ra kay ang tag iya ani dipa hilig ug social

media. So sa wapa ga open pamilya ra ang mga nangaligo dinhi. [We started to open in 2020
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but through word of mouth because the owner is not a fan of social media. So, when the beach is

not yet open to the public, only the family can swim.]"– PBOM3

“Mga kaila raman sa akong mama sauna ang mangaligo dinhi, dayun hangtud sa daghan nag

naganahan daghan na sila nagaanhi. [Only my mother's acquaintances bathe here, then until

many people like it, many of them come.]” -PBOM4

“Na open ni nga resort is taud taud na pero dili pa kaayo uso ang social media. Ang gibuhat sa

tag iya kay kanang mga tarpaulin bitaw ipang butang sa mga daplin sa kalsada. [This resort has

been open for a while but social media is not very popular yet. What the owner did was to put

those tarpaulins on the sides of the road.]”– PBOM5

Although social media wasn't a primary promotion tool, the beach staff's observations

added valuable insights. They noted an increase in visitors who were acquaintances of the

owner's family, confirming the influence of word of mouth. Additionally, interviews with guests

revealed a high satisfaction rate, citing the serene environment and personalized service as key

attractions. This triangulated data from multiple sources reinforced the understanding that the

resort's success stemmed from its strong community ties and exceptional guest experiences.

Mostly, the answers from the managers or owners of the beach use word of mouth to

promote their resorts' operating promotional strategies because they opened before social media

became popular. The promotional strategies often used word of mouth to establish direct

connections with potential guests. By leveraging word of mouth effectively, beach resorts can

create meaningful connections with guests, cultivate loyalty, and drive repeat business,

ultimately contributing to the resort's success and reputation in the competitive hospitality

industry.
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Operating Promotional Strategies. The second subcategory that emerged from this

category was Operating Promotional Strategies. Promoting a beach resort involves highlighting

its unique features and experiences to attract visitors. Operating promotional strategies in beach

resorts involves implementing a comprehensive plan to attract guests and enhance their

experience. This can include visually appealing advertisements showcasing the resort's pictures

and location,

Awaloedin, (2024) emphasizes the importance of media usage and public relations

strategies in tourism promotion, highlighting the need for cooperation with the public to achieve

tourism objectives. Local attractions can create memorable moments that stimulate word-of-

mouth promotion and repeat visits by offering immersive experiences such as guided tours,

workshops, and interactive exhibits (Wang et al., 2021)

“Sa karon kay uso naman ang social media sige nami ug post aning among beach resort peru

wala me page gamit facebook sa akong mga anak. [Nowadays, since social media is popular, we

often post about our beach resort, but we used the Facebook account of my daughter to post

about this beach because we don't have a Facebook page. PBOM1

“Ga promote mi gamit ang facebook page dayun every Saturday night naa mi pa live band

sukad ato mag balik-balik na ang mga tawo. [We promote using a Facebook page then every

Saturday night we have a live band. Since then, people come back again and again.]”– PBOM3

According to feedback from beach staff and visitors, the social media presence of your

beach resort has significantly increased its visibility and appeal. Many visitors have mentioned

discovering the resort through Facebook posts and have expressed enjoyment of the live band

performances on Saturday nights. This suggests that your marketing efforts effectively draw in
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guests and create a memorable experience for them. The owner and manager's promotional

strategy right now is social media. They post on Facebook highlighting their best views, services,

etc. Social media promotions effectively expand the resort's online presence and attract

prospective guests. Social media remains a cornerstone of promotional strategies for beach

resorts, driving awareness, bookings, and, ultimately, unforgettable guest experiences.

Homans’ Theory of Social Exchange posits that social behavior is an exchange of goods,

material and non-material, wherein individuals weigh the potential benefits and costs of

relationships and actions. This theory is pertinent to the promotional strategy of using social

media for beach resorts. The resort engages in social exchange with prospective guests by

highlighting picturesque views and premium services on platforms like Facebook.

Kotler and Keller (2016), effective promotional strategies encompass a mix of

advertising, sales promotion, and personal selling to communicate value and stimulate demand.

Belch and Belch (2018) emphasize the importance of integrated marketing communications

(IMC) in ensuring a consistent message across various channels.

A hospitality management program can help students learn how to promote beach resorts

effectively. They'll know what makes beach destinations unique and how to use online marketing

and events to attract guests. Through hands-on experiences like internships, they'll gain real-

world skills and understand how to tackle the challenges resorts face. This prepares them to

create strategies that keep guests happy and bring in more bookings, which is good for the resorts

and the local economy.

Challenges that they encountered in promoting beach resorts

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Promoting beach resorts comes with several challenges. One big issue is that beach

tourism is seasonal, meaning it is busy during certain times of the year and quiet during others,

which can affect income. Environmental problems like erosion, pollution, and climate change

can make the beach less attractive. There is also much competition from other beach resorts and

different types of vacations.

The subcategories from this category were Local Competition and Lack of Advertising.

Local Competition. The first subcategory that emerged from this category was Local

competition. Among beach resorts is like a race where each resort tries to attract the most

visitors. They use tricks like special deals, showing off their best features, and advertising on

social media and through emails. Making sure guests have a great time and tell others about it

also helps them stand out.

“Pag week days kay hinay kay busy ang mga tawo ana maong mubawi pagka weekends.

[On weekdays, it is slow because people are busy, but resorts make up for it on weekends when

more visitors come.]” -PBOM1

“Naa mi entrance 100 per head pero magpahangyo man mi pag mingaw pero ug season sa ting

kaligo strict gyud mi sa amoang entrance. [We have an entrance fee of 100 per head, but we will

give discounts if there are few customers, but during days with lots of customers, we are strict

with our entrance fee.]”-PBOM3

“Daghan kay diari man gud ug beach resorts, ang muanhi ragyud diri ang naka balo sa among

beach. [There are many beach resorts here, those who come here are the ones who know about

our beach.] -PBOM4

 28

According to beach staff and visitors, weekdays tend to be quieter because people are

busy, but resorts experience higher foot traffic during weekends, compensating for slower

weekdays. Entrance fees are set at 100 per head, with potential discounts during low customer

periods and strict enforcement during peak times. Visitors appreciate the variety of beach resorts

available, with many choosing to visit based on recommendations or word of mouth.

Resorts need to get the word out and maintain a good reputation. To succeed in this

competitive environment, resorts need bright promotions, outstanding customer experiences, and

flexible pricing. Social media channels and exciting content marketing techniques can make

them more visible and appealing.

Lack of advertising. The second subcategory that emerged is the lack of advertising. The

beach resort faced challenges because it used traditional advertising. With ads, it was easier to

tell people about the resort, so only a few visitors came at first. This meant the resort often

needed to be more whole, affecting its earnings and making improving facilities challenging.

Also, without ads, it couldn't compete well with other popular resorts, so many people didn't

know about it. To attract visitors, the resort had to work hard using social media and partnerships

and make sure visitors had a great experience so they would tell others about it.

“Through chika-chika ra kay ang tag iya ani dili man hilig ug social media. So sa wapa ga open

pamilya ra ang mga nangaligo dinhi. [Only through a personal channel because this owner is

fond of social media. So the time that is not open yet families are the only ones who bathe

here.]” – PBOM3

“Wala me kasulay ug promote ani sa facebook, tungod ra sa chika manganhi na ang mga tawo

kay daghan mag kaila akong mama grabi man gud mo atiman ug bisita akong mama maong
 29

ganahan sila mag balik-balik. [We didn't even advertise this on Facebook, it's just because of

word of mouth that people started coming because many people know my mom and she really

take care of our customers well, that's why they like to come back.]”– PBOM4

“ang strategy namo kay amo amoa ra, mga platform raman amoang pahibalo mga tarpaulins.

[our strategy is ours only, our announcements are platforms only tarpaulins.]”-PBOM2

It seems to rely heavily on word-of-mouth and traditional advertising methods like

tarpaulins rather than leveraging social media for promotion. Despite the lack of online

promotion, they still managed to attract customers through personal connections and excellent

customer service. This highlights the importance of understanding the target audience and

choosing the proper promotional channels to reach them effectively.

Interviewees shared their experiences, showing the difficulties of using social media for

business promotion. One mentioned that their business relied on word-of-mouth through

personal networks because the owner was not into social media. This limited their customer base

to friends and family. Another interviewee said their customer growth came from word-of-mouth

and good service, not social media advertising.

The interviews also showed that some businesses used other methods to promote the

business. For example, one business used tarpaulins on roadsides because social media was not

famous yet. These traditional methods helped but showed a gap in using digital marketing

effectively. This highlights the need for businesses to combine online and offline marketing

strategies to reach more people and achieve better results.

In George Homan's Social Exchange Theory, sociologists analyze how people decide

whether to visit beach resorts based on their anticipated rewards and costs. Rewards include
 30

things like beautiful scenery, fun activities, and relaxation. Costs include travel expenses, time

spent, and potential overcrowding. Marketers need to make the rewards seem more significant

than the costs when promoting beach resorts. This could be done by offering good deals,

highlighting unique features of the resort, and making travel easy.

Smith and Taylor (2020) identify seasonality as a significant hurdle, as beach resorts

typically experience fluctuations in demand depending on the time of year, which can complicate

revenue management and marketing efforts. Furthermore, Jones (2018) discusses the intense

competition in popular beach destinations, where numerous resorts vie for the same customer

base, necessitating distinct and compelling promotional tactics to stand out.

The hospitality management program’s practical implications for promoting beach resorts

are teaching students about providing exceptional customer service. This involves understanding

the needs and preferences of beachgoers and ensuring their experiences are memorable. From

greeting guests warmly to resolving any issues promptly, students learn how to create positive

interactions that encourage guests to return and recommend the resort to others. This focus on

customer satisfaction not only enhances the reputation of the resort but also contributes to

building long-term relationships with guests, fostering loyalty, and ultimately boosting the

resort’s success.

Managing Risk in preparation for disaster

Risks at beach resorts include dangers that can affect the safety of guests and staff on

land and in the water. This information helps readers to understand and identify common risks at

beach resorts.
 31

The subcategories that emerged from this category were Typhoon and Overcoming the

Risk.

Typhoon. The first subcategory that emerged from this category was Typhoon. It was

considered one of the risks that the guests and staff could experience in the beach resorts. The

following statements provide evidence for this:

“Ang mga challenges nga permi namo ma experience kay kanang bagyo ug mga dagko na

balud. [The challenges that we always experience are those typhoons and big waves.]”- PBOM1

“Bagyo raman gyud permi among ma encounter dri. Pag naa nay bagyo naa pod mi gi

prepara nga mga life jacket, mga salbabida ug lifeguard isa kabuok kay di man makaya ang

duha ka lifeguard. [We always encounter storms here. When there is a typhoon, we also have

prepared life jackets, lifebuoy, and one lifeguard only because we cannot afford two

lifeguards.]"-PBOM2

“Mga bagyo pero naa mi na encounter nga ipo-ipo kusog kaayo ang hangin gi palid gane ang

ubang atop sa among cottage, kusog kaayo ang balod pud. [ Typhoons, we also encountered

tornado and the wind was so strong and some parts of the cottages’ roofs were blown away and

also, the waves were so strong.]"-PBOM3

“Naay time nga ang dagat maabot gyud diri sa mga cottage tapos dagko kaayung balod kusog

kaayo ang hangin, di nagyud pwede pa ligo.an ang dagat kay delikado. [There was a time that

the water had reached the cottages, and the waves were so big and also the winds were so strong,

the sea was no longer safe for swimming because it was dangerous.]”-PBOM4

The stories from beach staff and visitors confirm the difficulties caused by frequent

storms, like typhoons, strong winds, and big waves. Visitors have described how these storms
 32

damaged cottages and made swimming in the sea dangerous. Beach staff also mentioned the

need for safety equipment like life jackets, often with limited resources. These accounts show

that storms are a common problem, making the beach risky during lousy weather.

Typhoons were the most common problem and challenge for beach resort owners. They

are natural phenomena that significantly impact communities, especially the beach resort owners.

It is very dangerous to them, and one of the owners said that a dead body washed ashore.

Resort management needs to consider many factors in disaster risk management

preparedness and the challenges they might encounter in preparing for hazards. To be adept with

disaster risk management preparedness, the resort management needs to be abreast with the

effective coordination and communication between tourism key players by developing a

comprehensive directory of these key players that could help in an emergency. Sangat et al.,

(2023)

Overcoming the Risk. The second subcategory that emerged from this category was

overcoming the Risk. This subcategory includes implementing safety measures and ensuring the

safety of staff and guests. These are the following statements provide evidence for this:

“Pag nay bagyo mag sirado me, dili namo paliguan kay basin maka sala mig mga customer, kay

naa may rules sa barangay nga bawal kaliguan kung nay bagyo ug kusog nga balud. Kada

beach pod nay lifeguard kay required na sa barangay nga magkuha ug duha kabuok lifeguard.

[When there is a typhoon, we will be closed, because we don’t want that there might be

something bad will happen to the customers, because there are rules in the barangay that going to

the beach is prohibited when there is a typhoon and strong waves. Every beach has a lifeguard

because the barangay is required to hire two lifeguards.]” -PBOM1

 33

“Among gi buhat kalma lang mi dayun wala mi nagpasulod ug bisita unya kato nga time naa

may nangaguba ug mga kalat amo lang pong gi pang ayo ug nanglimpyo mi balik. [We just

stayed calm, we didn't let in any visitors, during that time, there was some damage and disorder,

we just fixed it and cleaned it up again.]” -PBOM3

“Mo kalma lang me kay naanad naman me anang pag naa gyuy bagyo ing ana gyud dagko ang

balod. Dayon mag close lang sa mi sa resort kay delikado man paligo.an. [We just stayed calm,

because I'm used to it when there's a typhoon and when the waves are really big. We will

temporarily close the resort because the sea is still dangerous for swimming]”-PBOM4

Data show that beach resort owners are always prepared for any risk and ensure the

safety of their staff and guests by focusing on specific actions to manage risks, such as staying

calm and being always prepared for any risks and dangers.

In this theoretical framework, this theory can be applied to the promotion of local tourist

attractions by focusing on the reciprocal relationships between the attractions and potential

visitors. For example, by offering incentives such as discounts, exclusive experiences, or value-

added services, local attractions can increase their appeal to tourists. These incentives serve as

the "rewards" in the social exchange, encouraging visitors to choose these destinations over

others. Additionally, positive interactions and experiences shared by visitors can lead to word-of-

mouth promotion, further enhancing the attractiveness of the local tourist spots. Thus, by

understanding and leveraging the principles of Social Exchange Theory, local tourist attractions

can create effective promotional strategies that not only attract visitors but also foster long-term

loyalty and positive reputations.

 34

The Hospitality Management Program could include basic life support training for

students and conduct a risk assessment to identify potential hazards. Students should learn how

to conduct training sessions that cover emergency response protocols, evacuation procedures,

and effective communication strategies during crises.

Chapter 4

Summary of Findings, Conclusion, and Recommendations

This chapter summarizes the findings from the data gathered through participant's

responses during the interviews. It provides an overview of the themes and subcategories that

emerged from the participant’s responses and gives insight into the tourism promotional

strategies for local tourist attractions: a case for Sultan Naga Dimaporo Beach Resort. This

chapter also presents conclusions that result from the findings and recommends practical

guidance and future improvements concerning accounting interns.

Summary of Findings

The following are the findings of this research based on the responses provided by the

participants:

1. What are the pre-operating promotional strategies?

Based on their responses from Beach Resorts owners/managers, before they

officially opened and before social media became popular their strategies in promoting

their beach resorts are usually through word of mouth and tarpaulins.

2. What are their operating promotional strategies?

 35

Based on their responses to Beach resort owners/managers, the operating

promotional strategies on the beaches of Sultan Naga Dimaporo are used through word of

mouth and posting on social media, By incorporating these diverse strategies, beach

resorts in Sultan Naga Dimaporo can elevate their promotional efforts, increase brand

visibility, and ultimately drive occupancy and revenue.

3. What are the challenges they encountered in promoting their beach resorts to the local

tourists?

Promoting beach resorts to local tourists can be difficult for several reasons. First,

there is often a lot of competition from other places that might seem more exciting or

offer better deals. Second, is a lack of compelling advertising, people might not know

they exist or what makes them special. Without a strong advertising strategy, potential

tourists may miss out on discovering these resorts.

4. What are the challenges that beach resorts encounter in managing risk or in preparation

for disasters?

The most common challenges that the beach resorts encounter are natural events

like typhoons, rising sea levels, and strong winds and waves. Also, pollution can harm

the environment around the resort. Keeping guests and staff safe is really important, so

resorts need good security and medical help nearby. They also have to follow all the rules

and laws about building and protecting the environment.

5. How do they overcome the challenges in promoting beach resorts to local tourists?

In overcoming the challenges, they offer special discounts and packages, making

it more affordable and hosting events like concerts. Resorts also talk about all the fun
 36

things people can do there, like swimming, and relaxing. Plus, resorts listen to what

locals say online and share good stories from people who have visited.

Conclusion

The owners of Sultan Naga Dimporo's beach resort take a grassroots approach to tourism

promotion, harnessing the power of word-of-mouth recommendations and social media

platforms like Facebook. They understand the potency of personal endorsements and prioritize

fostering genuine connections with guests, knowing that satisfied visitors are their best

ambassadors. Through engaging content and regular updates on their Facebook page, they paint

a vivid picture of the resort experience. Their promotion strategy is not just about broadcasting

their offerings but fostering a sense of community and excitement among followers, encouraging

them to share their own experiences and recommendations. Even if there are many stories stating

that Sultan Naga Dimaporo has a stigma that makes it a dangerous place for a tourist destination

as we conduct our research those stories are false. As the researcher observed the people of

Sultan Naga Dimaporo were so friendly and approachable. As a result, Sultan Naga Dimaporo

has emerged as a sought-after destination.

Recommendations

Based on the findings, the researchers endorsed the following recommendations:

1. For Beach Resorts owners. Beach Resort owners should place their first aid kit where it can be

easily seen so that if there is an accident, the response is quick and easy.
 37

2. For Tourists. Tourists can utilize stunning visuals like high-quality photos and videos to

showcase the beauty of the beach resort. Visual content is particularly effective in capturing

tourists' attention and inspiring them to visit.

3. Hospitality Management and Tourism Program. The study provides useful insights that might

aid students in comprehending beach resort marketing tactics and equip them for obstacles they

may face in the real world.

4. For Future researchers. This study can be used as a reference to explore marketing strategies

employed by beach resorts.

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