Main Article Content
Abstract
Marketing is an effective tool in promoting and enhancing the image of any tourism destination. If properly planned and implemented, it will provide very good profit and investment. Using descriptive-correlational research, this study explored of determining if there is a significant relationship between consumers' psychographic intention and purchasing behavior, targeted the domestic and international tourists traveling to Guiuan, Eastern Samar and purchasing local products. A convenience sampling method was utilized to determine the number of respondents. There was a total of 332 tourists participated in the study. Frequency counts, percentages, weighted mean, and Pearson’s correlation was used in the analysis of the results. From the findings, it was revealed that consumers are after to quality of products and service delivery. They are particular to price and the value it can give to the amount they paid for. Information about the products must be available online for easy access of information. Accordingly, it is recommended that local government must work with other agencies in assisting how local owners can enhance their delivery of service. Maintaining the culture of hospitality is highly recommended to create a positive image. Consumers’ data must be gathered for reference in future decision-making from their buying patterns and behavioral purchase. The marketing framework will support different local product manufacturers in developing marketing strategies to enhance the marketability of their products and customer loyalty.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Academic Journals (2010). Marketing Information and Destination Image Management. http://www.academicjournals.org/article/article1380715458_Molina%20et%20al.pdf.
Adaval, Rashmi. (2003). How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands. Journal of Consumer Research. 30. 352-67. 10.1086/378614.
Adeleke, Bola (2015). Motivation of Consumer through marketing strategies of Olumo Rock Tourist Com-plex. European Journal of Hospitality and Tourism Research, Vol. 3, No. 2 pp. 39-46.
Ali, M.S. & Kaldeen, Mubarak. (2017). Impact of Market-ing Mix Strategies on Performance of Tourist Ho-tels in the Eastern Province, Sri Lanka. Journal of Tourism Economics and Applied Research. 1.
Berg, H., & Liljedal, K. T. (2022). Elderly consumers in marketing research: A systematic literature review and directions for future research. International Journal of Consumer Studies, 46( 5), 1640– 1664. https://doi.org/10.1111/ijcs.12830.
Biazzo, S. (2009), Flexibility, Structuration, and Simulta-neity in New Product Development. Journal of Product Innovation Management, 26: 336-353. https://doi.org/10.1111/j.1540-5885.2009.00662.x.
Bonner, J.M. (2010). Customer interactivity and new product performance: Moderating effects of prod-uct newness and product embed-dedness. Industrial Marketing Management, 39, 485-492.
Buckley, R., Gretzel, U., Scott, D., Weaver, D., & Becken, S. (2015). Tourism megatrends. Toursim Recreation Research, 40, 59-70. capability in SEMs. China and the 2008 Beijing Olympic Games. Journal of Sport Management, 22,427-450.Cliffs, New York, Pren-tice-Hall.
Buted, D.R., Ylagan, A.P., & Mendoza, E.O. (2014). Pro-moting the Tourism Industry of Calatagan Batan-gas, Philippines.
Buted, Dexter, et al. “Effects of Social Media in the Tour-ism Industry of Batangas Province.” Asia Pacific Journal of Multidisciplinary Research, vol. 2, no. 3, 2014, research.lpubatangas.edu.ph/wp-content/uploads/2014/08/APJMR-Effects-of-Social-Media-in-the-Tourism-Industry.pdf.
Ferrell, O., & Hartline, M. (2013). Marketing Strategy, Text and Cases. Boston, USA:Cengage Learning.
Guades, E, Lonzaga, E., Calumba, E, Bacamante (2016). Citizens Satisfaction of the Tourism Local Services of Calbayog City, Philippines. International Con-ference on Research in Social Sciences, Humanities and Education, Cebu Philippines. DOI:10.17758/uruae.uh0516126
Kaaya, E.A. (2014). Assesment of Marketing Strategies Tour Operators Use for Marketing and Promotion of Tanzania Tourism Products: A Case of Arusha City.
Kotler, P., & Keller, K. L. (2009). Marketing Management (13th ed.). New Jersey: Pearson Education Inter-national.
Langat, Nelson (2016). Influence of product, Price, Pro-motion and Place of Enterprise project perfor-mance: A case of Safaricom Enterprise Project. Uashin Gishu Countyr, Kenya. University of Nairo-bi. shorturl.at/eoMOR
Meldrum, M.J., & McDonald, M. (1995). Key Marketing Concepts.
Morrison, A.M. (2013). Marketing and Managing Tour-ism Destinations (1st ed.). Routledge. https://doi.org/10.4324/9780203081976
Oliver, R.L. (2010). Satisfaction: A Behavioral Perspec-tive on the Consumer: A Behavioral Perspective on the Consumer (2nd ed.). Routledge. https://doi.org/10.4324/9781315700892
Omar, Muhamad & Ariffin, Hashim & Ahmad, Rozila. (2016). Service Quality, Customers’ Satisfaction and the Moderating Effects of Gender: A Study of Arabic Restaurants. Procedia - Social and Behav-ioral Sciences. 224. 384-392. 10.1016/j.sbspro.2016.05.393.
Owomoyela S.K, Oyeniyi K.O and Ola O.S, (2013).Investigating the impact of on Consumer Behavior. Journal of Advanced Management Sci-ence,3(1), 38–43.
S Nair, Jayakrishnan & Chikhalkar, Rekha & Chaudhuri, Ranjan. (2016). Understanding the Role of Con-sumer Factors and Store Factors in Private Label Purchase. International Journal of Business and Management. 11. 223-235. 10.5539/ijbm.v11n7p223.
Ward, A. (2014). Segmenting the senior tourism market in Ireland based on travel motivations. Journal of Vacation Marketing, 20(3), 267–277. https://doi.org/10.1177/1356766714525775