Sustainable tourism marketing: The case of Mantayupan Waterfalls, Barili Cebu, Philippines
List of Authors
  • Ma. Lecarme S. Susada

Keyword
  • Tourism 5A's, Marketing Mix, Sustainable Tourism Development

Abstract
  • Sustainable Marketing and Sustainable Tourism have gained popularity in academia due to their benefits to Society, Environment, and the Economy. Although several studies have explored international and national attractions, there are only limited studies on a local level. This study aims to assess the capabilities of Mantayupan Waterfalls' Attraction to Dickman's 1995 5As, Marketing Mix, and Tourism Sustainable Development. The study utilized a purposive sampling technique with 50 research participants. Furthermore, Mean and Standard Deviations were used to determine the respondents' perceptions of the variables. Also, F-statistic and p-values were used to determine the differences between responses, and correlation coefficients and p-values were used to determine variables' Interrelatedness. Consequently, the study found no differences in the level of perceived 5As, Marketing Mix, and Sustainability Dimensions when grouped according to the demographic profile. Results revealed that Attraction, Product, Place, Promotion, Processes, and Preparation significantly influences Economic Development. Furthermore, Tourism Activities and People significantly influence Social Development; the accommodations, activities, Distribution, Product, Place, Price, Promotion, People, Physical evidence, and Preparation influences Economic Development. Finally, Attractions, Accommodations, Accessibility, and People influences Transpillar Development.

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