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
sale.
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
campaigns.
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
PERIOD
Domestic & Foreign Tourism Targets
(000's Visitors and Nights)
SHORT TERM
TO 1993
MEDIUM TERM
TO 1996
Domestic Markets:
Visitors1
2,344
2,685
Nights
9,000
10,310
Foreign Markets:
Visitors
1,500
1,710
Nights
10,666
14,604
TOTAL:
Visitors
3,844
4,395
Nights
19,666
24,914
Source: Tourism Master Plan Project Office, DOT
Table 12.2
LONG TERM
TO 2010
5,118
19,653
5,365
40,767
60,420
10,483
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
____________________________
1
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
U.S.A.
Japan
Taiwan
Korea
Hongkong
Australia
U.K.
Germany
Canada
Overseas Filipino
TOTAL
Volume
% Share
342,189
323,199
190,423
121,559
107,151
75,898
70,591
50.766
45,725
149,903
1,477,404
23.16
21.88
12.89
8.23
7.25
5.14
4.78
3.44
3.09
10.14
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
U.S.A.
Australia
W. Europe
Japan
Balikbayan
Others
26,449
100%
13,383
5,078
3,227
1,825
1,746
1,190
51
19%
12%
6%
6%
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
Age
Domestic
63% below 40 years 76.7% below 40 years
Sex
Male
Female
75%
25%
48.8%
51.2%
Education
Degree Holders
77% are degree
holders
79% are degree
holders
Purpose of Visit
VFR
Holiday
Business
34%
45.3%
11.3%
15.8%
52.6%
24%
Source of Information
Friends/Relatives
Publication
Repeat Visit
60.4%
2.3%
26.5%
44.7%
37.2%
Place Stayed
Friends/Relatives
Hotels & Inns
58.0%
32.5%
10.6%
87.8%
Ave. Length of Stay
6.48 days
3.36 days
Residence
North America
Japan
Taiwan
Germany
Australia
NCR
Other Regions
23.5%
10.6%
10.6%
6.06%
15.1
56%
44%
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
following:
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,
Bulacan)

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
visitors.

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
alternatives.

Conferences/Meetings
If the facilities of Hiyas are upgraded, Malolos can attract more small meetings and con
ferences.
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
backdrop.
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
Rural
EcoTourism
Resort]
Leisure
Training/
Conference
and
Meetings





Loop 2


Loop 3


Loop 4

Themes
Heritage
and
Historical
Loop 1
Destination





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
Dau.
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
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
Heritage
and
Historical
Resort &
Leisure
Rural
Tourism
EcoTourism
Loop 1




Loop 2


Destination
c.
Training/
Business/ Conference
Industrial
and
Meetings



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
program;
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
business/industrial.
Tarlac and Camiling offer historic sites pertaining to World War II and Carlos P.
Romulo.
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
Heritage
and
Historical
Resort &
Leisure
Loop 1


Loop 2


Rural
Tourism
Business/
Industrial
Destination
Training/
Conference
and
Meetings




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;
and
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
Gapan.
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 EcoTourism 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 ecotourism 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
Heritage
and
Historical
Resort &
Leisure
Loop 1


Loop 2


Eco Tourism
Destination

Loop 3
Loop 4

Training/
Conference
and
Meetings
Rural




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 MarcelinoSan Felipe-Cabangan)
The anchor for this loop is the proposed estate in San Antonio, primarily for resort and
leisure.
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 ecotourism 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
Heritage
and
Historical
Resort &
Leisure
Loop 1


Loop 2


Eco Tourism
Rural
Toursim
Destination
f.







Olongapo
Subic
Training/
Business/ Conference
Industrial
and
Meetings





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
center.
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
Themes
Tourism Products Matrix for Bataan
Heritage
and
Historical
Resort & Leisure
Loop 1


Loop 2


Eco- Tourism
Business
Industrial


Destination
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
Bulacan
Foreign
Domestic
Pampanga
Foreign
and
Domestic
Tarlac
Foreign
Domestic
Nueva Ecija
Foreign
Domestic
Zambales
Foreign
Domestic
Bataan
Foreign
Domestic
Target Markets
Positioning Strategies
1. Day tours (Historical) from NCR
1. Families
2. Students & educators
3. Company excursions
4. Associations, local & foreign based
5. Professionals
6. Lakbay- Aral (Gov't.)
7. Expats living in the NCR
1. Rediscover historical Bulacan as site of the
First Republic
2. It is very accessible to NCR (1 hour)
3. Good internal road network
4. Inexpensive shopping, food and entrance fees
1. Day tours from NCR
2. Active & former U.S. servicemen
3. Descendants of veterans of Phil-Am War, and
World War II
4. Businessmen
5. Gamblers & golfers
6. Transit passengers entering Clark Airport
7. Special Interest (ultralight flying, trekking)
8. Lakbay-aral
9. Conventioneers
10.Shoppers
11. Eco-tourists
12. Ex pats
1. Clark is a major international gateway with
international facilities
2. World class leisure facilities at good values
3. Lahar country, a once in a lifetime experience
4. Excellent cuisine and high quality arts and
crafts and festivals.
1. Golfers & day tourists to Hacienda Luisita
2. Stopover passengers traveling to and from
Manila and Northern Luzon
3. Heritage tourists interested in Capas
1. Internal tourist traffic within Tarlac
2. Stopover passengers
3. Lakbay- Aral
4. Special interest tourists interested in sugar
plantations
5. Ex pats
1. Hacienda Luisita, one of largest sugar
plantations in the Philippines
2. Convenient rest and stopover area
3. Alternative jump off point for lahar trekking.
1. Stopover tourists enroute to and from Banaue
2. Americans interested in the Pangatian POW
camp
1. Families
2. Professionals
3. Students and educators
4. Internal excursionists within Nueva Ecija
5. Training & conference attendees
6. Expats
1. Cities of Cabanatuan and/or San Jose are
convenient rest areas for tourist bound for
Banaue, a world heritage & cultural site.
2. Nueva Ecija is a major player during the 1898
Revolution.
3. Pangatian is a shrine important to Americans
4. CLSU is the U.P. Los Banos of Central Luzon,
insofar as agri-cultural training centers are
concerned
1. Day tourists from Subic Freeport & Olongapo
2. Active & former U.S. Navy servicemen on
sentimental journeys
1. Excursionists from NCR
2. Families
3. Expats
4. Lakbay- Aral
5. Students
6. Professionals
1. Discover the heritage sites of Zambalesb(San
Antonio, Iba, Castillejos, etc
2. Beautiful coastline of Zambales
3. An alternative and exciting route to
Pangasinan, Ilocos & Baguio.
1. Day tourists from NCR, Subic & Clark
2. Leisure guests for Montemar
1. Families
2. Professionals
3. Students & educators
4. Expats
5. Businessmen
1. A unique and sentimental historical
experience.
2. Convenient to access thru the fast ferry
service.
3. Prestine beaches of Bagac, Morong and
Mariveles Coast Lines.
_____________________________________________________________________________________________
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
planning.
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
etc.
Example B - Visitor Profile Survey Report Sample

Visitor Profile

 Sex
 Residence
 Age
 Mode of Transport
 Children

 Disabled

Origin
Decision Making
 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
Suggested
Brands
1. Bulacan
1. Brand development
2. Reinforcement
3. Reposition
1. Rediscover Bulacan
2. Position Bulacan as alternative excursion
site for Metro Manilans
3. Good value destination for food & shopping
4. Good roads
Bulacan: The
First
Philippine
Republic
2. Pampanga
1. Brand development
2. Reinforcement
3. Reposition
1. Clark Field as international gateway
2. World class facilities for rest and leisure at
good value prices
3. Reconvert lahar phenomenon from a
negative to a positive
4. Centennial exposition
5. Pampanga is not only Clark; countryside is
exciting.
Victorious
Pampanga
3. Tarlac
1. Brand Development
2. Reposition
1. Tarlac is more than just a stopover
2. Discover the heritage of haciendas and
sugar plantations.
Tarlac:
Hacienda
country
4. Nueva Ecija
1. Brand development
2. Reinforcement
3. Reposition
1. Nueva Ecija is a safe destination
2. The province played a prominent role 100
years ago
3. Premier agricultural education and training
center in Northern Luzon.
Nueva Ecija:
The
Agricultural
Haven and
Gateways to
the Heavens
5. Zambales
1. Brand development
2. Reinforcement
3. Reposition
1. Varied activities for families & tourists
outside Olongapo and Subic Freeport
2. The province is still great place for day
excursions
3. With Iba, San Miguel & Castillejos,
emphasize the history of the province.
Discover
Zambales
6. Bataan
1. Brand development
2. Reinforcement
1. Bataan is not only World War II sites
2. Mariveles is great for factory outlet.
The Spirit of
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 &
Introduce
Bulacan
1. Heritage &
Historical
2. Rural
3. Eco-Tourism
4. Resort/Leisure
5.Training/Conference
Meetings
Pampanga
1. Heritage &
Historical
2. Rural
3. Eco-tourism
4. Resort/Leisure
5. Business/
Industrial
6. Training/Conference
& Meetings
Tarlac
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
Maintain
Change
Enhance &
Stren gthen







































_____________________________________________________________________________________________
Final Report for the Tourism Master Plan for Region III (Central Luzon)
Engineering and Development Corporation of the Philippines (EDCOP)
Develop &
Introduce
Zambales
1. Heritage &
Historical
2. Rural
3. Eco-tourism
4. Resort/Leisure
5. Business/
Industrial
6. Training/
Conference &
Meetings
Bataan
1. Heritage &
Historical
2. Eco-tourism
3. Resort/Leisure
4. Business/
Industrial
5. Training/
Conference &
Meetings
Maintain





Change
Enhance &
Stren then













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
channels:
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
destinations;
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
NATIONAL TOURISM
MASTER PLAN
REGIONAL
REGIONAL TOURISM
MASTER PLAN
PROVINCIAL/CITY
PROVINCIAL TOURISM
PLAN
CITY TOURISM PLAN
MUNICIPAL
MUNICIPAL TOURISM
PLAN
Figure 13-2
REGIONAL TOURISM AUTHORITY
REGIONAL DEVELOPMENT
COUNCIL
REGIONAL TOURISM COUNCIL
Private Sector
MARKETING
DIVISION
PLANNING
DIVISION
CHAIRMAN
Policy
DEVELOPMENT
DIVISION
EDUCATION &
TRAINING DIVISION
INSTITUTIONAL
COORDINTAING &
LEGAL DIVISION