Journal of Tourism & Hospitality
Open Access
ISSN: 2167-0269
+44 1300 500008
ISSN: 2167-0269
+44 1300 500008
Department of Marketing, University of Pennsylvania, Philadelphia, USA
Review Article
A Tourism Destination Marketing Model for the Philippines
Author(s): Azucena Pallugna*
Internet and digital media have significantly shaped consumer landscape affecting individuals and social groups due to increased connectivity and transparency; while travel perceptions and sentiments changed due to the unprecedented Coronavirus crisis. With these intervening factors in the tourism industry, the researcher crafted a destination marketing model for the Philippines in this study to better match market demands and leverages the power of Filipino-American travelers as a target market and brand ambassadors to increase visitation to the country. The study was similar to previous reviews, but it looked at new distribution channels for the Filipino-American travel market and discovered a way to increase market visibility while decreasing costs and increasing destination appeal. Using qualitative and quantitative method, the researcher surveyed 420 Filipino-American travelers m.. View More»
DOI:
10.35248/2167-0269.22.11.501