Marketing Strategies, Competitiveness and Sustainability Practices of Tourists Destinations

Abstract

The study was conducted to determine the marketing strategies, competitiveness and sustainability practices of tourist destinations. The subjects of the study were the employee of Department of Tourism and owner of Tourist Destination, in the Province of Aklan, Philippines for the year 2023. They were equated according to educational attainment, position, years of operation, types of tourist attraction, and municipality. The study utilized descriptive – correlational research design and the statistical tools used were Frequency Count, Percentage, Mean, Kruskal Wallis H-Test and Spearman Rho. All statistical computations were processed using the Statistical Package for the Social Science (SPSS) Software. The margin of error was set at .05 alpha. The findings of the study revealed that the majority of respondents were highest educational attainment bachelor’s degree, rank in file for the position, natural with 1-5 years above in operation municipality of Tangalan. The marketing strategies among tourists destinations were employed, competitiveness level were most competitive, and level of sustainability practices was mostly practiced. The research underscores the critical role of aligning marketing strategies with tourists' wants and needs, ensuring continuous enhancement of services, preserving the natural and cultural environment, and boosting business profitability. The findings emphasize that effective marketing strategies lead to improved products and services, driving competitiveness and innovation in tourism destinations. Moreover, the study highlights the heightened competition among tourist destinations due to an increasing number of visitors, underscoring the need for sustaining a competitive advantage. Additionally, the study underscores the significance of sustainability practices in ensuring remarkable guest experiences and long-term tourism management, emphasizing the importance of meeting customer expectations. Lastly, the research establishes a significant relationship between marketing strategies, sustainability practices, and competitiveness, emphasizing their impact on customer satisfaction, business success, and community growth.