ENHANCING MALABON'S GASTRONOMIC TOURISM THROUGH THE MARKETING MIX: BASIS FOR A STRATEGIC PROMOTIONAL PLAN
Keywords:
Gastronomic Tourism, Malabon City, Marketing Mix, Strategic Promotional PlanAbstract
The primary objective of this research was to use the 8Ps Service Marketing Mix Framework (Product, Price, Place, Promotion, People, Process, Physical Evidence, and Productivity) to examine the marketing practices of selected gastronomic destinations in Malabon City. By using these elements, the study aimed to identify the key challenges and potential opportunities of the city’s culinary sector and used the findings as a basis for a Strategic Promotional Plan to enhance Malabon’s position as a gastronomic destination. The study used a descriptive-quantitative research design, and data were gathered through a purposive sampling technique comprising two groups of respondents: twenty-five (25) business owners, managers, or supervisors, and two hundred fifty (250) tourists or consumers and CTCAO personnel who had experienced Malabon’s culinary offerings. A structured survey was utilized by the researcher to gather data about the effectiveness of their current marketing strategies. Results showed that Malabon City has a strong reputation for food quality and heritage-based products, but there are significant gaps in how modern marketing is applied. Key findings revealed that “Quality” (Product) and “Respect” (People) received the highest ratings, reflecting the authenticity of local services. However, “Variety” (Product), “Segmented Pricing” (Price), “Parking” (Physical Evidence), and “Technology Use” (Productivity) received the lowest ratings. This highlights challenges in diversification, infrastructure, and modernization. On the basis of these results, the researcher proposed a Strategic Promotional Plan focused on the “8Ps OVER” strategy to address the identified weaknesses, optimize the potential opportunities, and ensure the long-term sustainability of Malabon’s gastronomic tourism.
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