Philippine E-Journals

Tourism Destination Marketing: A Case of Quitinday Green Hills Formation, Camalig, Albay

Catherine Joyce M. Bobier | Janine M. Mico | Roseleth L. Sabater

 

Abstract:

Researchers decided to study the Quitinday Green Hills Formation due to an increasing trend on unpopular attractions determining the strategies in marketing. This study aims to develop a new marketing plan for Quitinday Green Hills Formation by determining the current marketing strategy for Quitinday Green Hills Formation and the tourists' perception on how the destination attracts them and other tourists. The study is a pure qualitative research which is used to gather information through interviewing and used descriptive method to interpret the data. Document review and interview guide were used to gather information about the Quitinday Green Hills Formation and to ask the Tourism Officer regarding their current marketing strategies and the tourists regarding their perceptions. Based on the findings, the Tourism Office finds difficulty in marketing the Quitinday Green Hills Formation because they do not see the full potential of the attraction because the main attraction of Albay is Mayon Volcano - where their marketing efforts are more focused on. Another finding is that Quitinday Green Hills Formation resembles and replicates the famous Chocolate Hills in Bohol with Mayon Volcano as its backdrop which is one of the factors that attracts tourists to visit the destination. With these findings, a new marketing plan is developed that will help increase tourist arrivals.