Awareness and Challenges on Tourism Marketability: Insights to Promotional Strategies

Abstract

The study determined the level of awareness and the challenges regarding tourism marketability and generated insights into promotional strategies in Dumalag and Tapaz, Capiz. A convergent mixed-methods design was utilized, combining quantitative and qualitative approaches to provide a comprehensive understanding of the research problem. The study specifically targeted tourists and tourism stakeholders in the selected municipalities. Survey questionnaires were administered to 382 respondents, while interviews were conducted with selected stakeholders. Quantitative data were analyzed using frequencies, percentages, and means, while qualitative data were interpreted through thematic analysis. Findings revealed that respondents had a high level of awareness regarding tourism destinations in terms of location/accessibility, facilities, environmental features, and promotional exposure, with location/accessibility obtaining the highest mean. However, several challenges affecting tourism marketability were identified, particularly in marketing resources, digital promotion, stakeholder collaboration, branding, and positioning. Qualitative findings emphasized the need for stronger online presence, coordinated promotional efforts, improved infrastructure, and greater community participation. The integration of quantitative and qualitative findings showed that while Dumalag and Tapaz possess tourism potential and public awareness, existing promotional and operational challenges limit their marketability. Therefore, tourism stakeholders must strengthen digital campaigns, improve destination branding, enhance facilities and accessibility, and establish partnerships to achieve sustainable and competitive tourism development in the area.