1

CHAPTER 1 The Problem and its Background Introduction Travelers need the proper decision-making when going on a holiday by considering certain factors, such as product satisfaction and pleasure in traveling before deciding what to do or where to go. These are called travel motivators. Motivation is the force that initiates, guides, and maintains goal-oriented behaviors. It is what causes the tourist to take action, to visit new places, and to try new things. This is well interpreted in Abraham Moslows theory, !ierarchy of "eeds,# which presents different types of motivation at different levels. Metro Manila, one of the busiest cities in the $hilippines, is not only known as a hub for business and entertainment but also offers eco-friendly destinations like the %ue&on 'ity (co$ark, Manila )oo, and marine mammal parks such as Manila *cean $ark and +as ,arolas. These parks, which continue to be popular attractions, also deserve recognition worldwide and should be patroni&ed by both foreign and local markets, like with other Asian marine life parks such as !ong -ong *cean $ark and .entosa Marine +ife $ark /..(.A. A0uarium1, both of which have won international awards and recognitions. !ong -ong *cean $ark is recogni&ed as the largest a0uarium in .outheast Asia and listed as one of the top ten best a0uariums in the world. 2hile .entosa Marine +ife $ark was

awarded by the 3uinness 4ook of 2orld 5ecords as the largest oceanarium in the world. 4oth parks not only provide 6oy, entertainment, and education to visitors but also generate employment and business opportunities to the local government. The marketing strategies employed by the two world-renowned marine life parks are such an inspiration to local marine mammal parks in the $hilippines. According to the book of 3o /78981 Marketing $lan: 4uilding the $rofitable

$referred 4rand,# a marketing strategy has two interrelated components: target market and marketing mi;. Target market pertains to the group of people or organi&ation neither individual nor group to which the company wishes to attract as actual or potential buyer or consumer of the product. $rofiling a target market is defined after a market segment is chosen. A marketing strategy consists of selecting and designing the proper mi; of product, price, place, promotion, philosophy, people, process, performance, $*2, and positioning to meet the needs and wants of the target market<consumers of the company. The aim is to know and understand the customer so well that the product or service fits them and sells itself, =rucker /9>?@1. A company, in order to come up with the best marketing mi;, needs to do some further research or study. The purpose of a business is to create and maintain satisfied tourists. According to 3o /78981, in his book ,undamentals of Marketing,# the marketing mi; strategy is selecting and

applying the best possible course of action to achieve the companys long-term ob6ective, earn customer connection, and gain a competitive advantage. After the company has decided which market segments to attract and know the right and proper marketing mi; to use, the company must decide how the product will position itself on the place it wants to occupy. A products position is the place the product is perceived by consumers relative to the competitors products. Marketers want to develop a uni0ue market position for their products. *therwise, the consumers or the target market would have no reason to support or patroni&e the product /-otlers et al., 78981. Background of the Study A marine mammal park, more commonly known as an oceanarium, is a commercial theme park which combines an a0uarium and an amusement park where marine mammals such as sharks, dolphins, and sea lions are kept within water tanks that are displayed for public viewing or for a show. This is different from marine parks which present natural reserves and marine wildlife sanctuaries, such as the coral reefs found in $alawan. Marketing a tourist destination to the visitor is one of the reasons for the success of a destination. 5epeat visits by customers due to satisfaction have proven the accomplishment of the management in promoting the product.

=uring the early years, the most effective marketing tool is by word of mouth. 2ordof-mouth marketing was considered an effective way due to the first-hand information from people who e;perienced a wonderful service and product and personally observed the destination. 'ompanies depend on the promotion of their product to satisfied guests who can spread good and encouraging words that motivate and encourage other people to try the product or visit the destination. As the years go by, when change is the only constant, as per the 3reek philosopher !eroclitus, the needs and wants of tourists also change due to technology and innovation. 'ompanies use various promotional techni0ues to reach their target market and to promote their product: print ads in maga&ines and newspapers, billboards, flyers, brochures, tarpaulins, and pamphletsA broadcast media which includes television and radioA social media which includes ,acebook, Twitter, Instagram, blogs, etcA and personal selling thru the hiring of salespersons or sales associates. In spite of the different ways to market a product, marketers want to develop a uni0ue market position for their product /-otlers et al., 789@1. Manila *cean $ark and +as ,arolas are e;amples of marine mammal parks that are continuously presenting itself to the hospitality industry. The two oceanariums need to be promoted and patroni&ed as destinations in Metro Manila. 4oth parks are worth to visit because of world-class facilities and e;hibits. This study will try to assess the marketing mi; used by these selected oceanariums in Metro Manila as a basis for product positioning. Setting of the Study

The setting of the study will be a discussion on the two selected marine mammal parks in Metro Manila - Manila *cean $ark in +uneta, Manila and +as ,arolas, The ,ish 2orld in $asig 'ity. anila !cean Park The city of Manila is also home to scientific and educational institutions. 2ith tourism as one of its strengths, Manila is where tourists can find the countrys first world-class marine-themed park with premiere educational facilities - Manila *cean $ark, an integrated urban resort with marine life attractions and an a0uarium-themed hotel. .ince >8B of all its attractions are located indoors, it is also considered an all-weather destination for both local and foreign tourists. Manila *cean $ark, which opened on March 9, 788C, measures C,888 s0uare meters, larger than the .entosa Dnderwater 2orld in .ingapore. It also features a 7E-s0uare-meter underwater acrylic tunnel which is 778 degrees curved as compared to other a0uariums in Asian countries that are only curved 9C8 degrees. /retrieved 7F *ct from

http:<<en.wikipedia.org<wiki<ManilaG*ceanG$ark1 Manila *cean $ark, located behind %uirino 3randstand, is owned by 'hina *ceanis $hilippines Inc., a subsidiary of 'hina *ceanis, a .ingaporean-registered company that also operates four oceanariums in 'hina. Aside from a0uarium e;hibits like Buhay na Karagatan, Laot, Pating, Kalaliman, Agos, and Baruha, guests will also look forward to en6oy and

appreciate other attractions Manila *cean $ark has to offer: .harks and 5ays (ncounter, Trails to Antarctica for penguin encounters, Hellies Museum which features different species of 6ellyfish, ,ish .pa for tired feet, 3lass 4ottom 5ide, and 4irds of $rey -ingdom. The park allows visitors to visit the a0uarium back of the house where guests will be educated how they take care of the different species. The park management considers this e;perience as the scientific core# of the oceanariums operations. This is a fun learning e;perience particularly for students and for those who wish to pursue higher education about marine science. Iisitors will be able to observe how the staff feed the fishes, clean the a0uariums, and take care of other marine life. Manila *cean $ark is fully aware of its obligation to protect the environment and its responsibility to impart information relevant to current environmental issues. The park management is working together with government agencies to protect the environment, such as the =epartment of (nvironment and "atural 5esources /=("51, 4ureau of ,isheries and A0uatic 5esources /4,A51, "ational ,isheries 5esearch /",51, =epartment of (ducation /=($(=1, and with private and state universities. There are many ways for a guest to avail of tickets and e;perience what the park has to offer. Ticket rates are available in different packages, which are bundled with various attractions according to the tourists budget. Tickets can be purchased through websites and can be paid via credit card or cash at the parks ticketing counters. There is a bank automated teller machine in the area if the guest forgets to bring cash.

"igure # 1 anila !cean Park

$as "arolas% the "ish &orld The city of $asig ranks second among Metro Manila cities in terms of gross revenues where lately, at ,rontera Ierde, another commercial establishment was built and called +as ,arolas, The ,ish 2orld. This completes the four-part program of the city government of must-see destinations: Tiendesitas, Ark Avilon, and ,un 5anch. According to a press release of 'arlos Ardosa, +as ,arolas is the first living museum of ornamental freshwater fish in the world. The brainchild of !34 Moments $hilippines, Inc. and the *rtigas 'ompany, it was established to showcase the rich biodiversity of a0uatic resources, both endemic and e;otic and likewise features flora and fauna. The intended visitors are both local and international tourists, the academe sector consisting of the faculty, students, and school administrators and some research institutions. The building management has complied with government regulations for safety and has an environmental clearance from the =("5 and +aguna +ake =evelopment Authority /++=A1. Tourists will surely admire the interior design of +as ,arolas, which was inspired by rich $hilippine culture - from indigenous to ethnic artifacts to elaborate architectural remnants of pre-colonial and colonial eras. The concept is one hundred percent ,ilipino artistry but with a touch of world-class technology. Iisitors, feeling like traveling from the past, will be ama&ed with the interior design of the park as the 6ourney begins with a visit to old colonial churches that established the

wonderful history of the $hilippines. +arge a0uariums and biotopes were integrated into the architectural design of .panish colonial churches. +as ,arolas features various species of freshwater river monsters which can best be described as strange, bi&arre, horrifying, and ugly. A biotope kind of a0uarium is typically the best and healthiest possible environment for this kind of marine species. It recreates a natural environment for the marine life. /5etrieved 7F *ct from

http:<<www.a0uariumslife.com<category<biotope<1 According to .anford /9>>>1, a freshwater a0uarium is the most common and most popular due to lower cost maintenance, and it simulates a lake or river environment. Aside from the design of old churches, visitors will also notice different lighthouses which serve as an inspiration to +as ,arolas, which symboli&es a guide to mankind to be enlightened on the pressing call for conservation of freshwater biodiversity. .everal bamboo houses, locally known as Bahay Kubo, represent early ,ilipino lifestyle that symboli&es a reminder on the vanishing ,ilipino culture. Iisitors will be pleased to listen to ,ilipino folk songs as they continue walking inside the park.

10

"igure #' $as "arolas% the "ish &orld Theoretical and Conce(tual "rame)ork A successful business has proper planning through market research and has a systematic approach through marketing strategy. According to the business dictionary, a marketing strategy is an organi&ations strategy that combines all its marketing goals into one comprehensive plan. In this study, marketing strategy focuses on those strategies related to the

11

marketing mi;, a set of tools that formulate the strategic position of the product or service into the marketplace. A company should influence the decision-making of each consumer through marketing strategies and needs to prepare a wide variety of 0uality products and services, a competitive price, and develop an effective promotional campaign through the following: television advertising, print ads through newspapers and maga&ines, brochures, direct mail, telemarketing, and through social media to be able to convey the message and reach the consumer. 4y applying the appropriate marketing mi;, the business might sustain if the consumer is satisfied. .atisfaction is one of the reasons why people travel. It is one of the motivators why a tourist keeps on patroni&ing a product unconditionally. 'onsumers seek to fulfill certain needs, wants, or e;pectations according to the marketing mi; J K$s, ?$s, 98$s, or 9E$s which can easily be ad6usted or changed in the long run according to the demands and needs of consumers. The paradigm below shows that the core of hospitality is customer satisfaction. According to +evitt /9>CF1, customers are attracted if the company provides the needs and wants of tourists as customers who not only become loyal but also talk favorably to others about their satisfaction. 2ith proper decision on the marketing strategies using the right marketing mi;: Philoso(hy is what the company promises to the visitor. Product pertains to the design, technology, value, 0uality, usefulness, etc. Price shows pricing strategies for

12

potential cost increase that will result in sales. Place pertains to the location with needs and opportunities with regards to operation. Promotion refers to special offers, advertising, direct selling, etc. Peo(le refer to the culture, employees, management, and customer service. Process refers to ways of making things, delivering things, hiring people, and ways to limit errors encountered. Performance pertains to ways that show proof of brand promise. P!& discusses uni0ue ways to surprise and delight customers. Positioning refers to the perception of visitors where the product is to be positioned or remembered. These elements of marketing can be resulted to attain a successful marketing approach that might influence the decisionmaking of the consumer and determines product positioning. /5etrieved 7F *ct from http://www.brandmill.com/featured/10-ps-marketing/ ). PARA*I+ !" THE ST,*-.

13

Customer Satisfaction

Marketing Mix
Product Positioning

"igure #/ Schematic A((roach of Product Positioning

Statement of the Problem The focus of the study is to assess the marketing strategies of selected local marine mammal parks - Manila *cean $ark and +as ,arolas, The ,ish 2orld which will serve as

14

basis for product positioning in the $hilippines. the following 0uestions: 9. 2hat is the profile of respondents as to: 9.9 AgeA 9.7 3enderA 9.@ "ationalityA 9.K Type of visitorA 9.E $urpose of visitA 9.F *ccupationA 9.? Average personal monthly incomeL

.pecifically, the study seeks to answer

7. 2hat is the reason the tourist visits the oceanariumL @. 2hat is the perception of the tourist about the different marketing instruments used by the two local oceanariumsL K. !ow does the tourist perceive the oceanarium as a destination in terms of: K.9 $hilosophyA /$romise1 K.7 $roductA

15

K.@ $riceA K.K $laceA K.E $romotionA K.F $eopleA K.? $rocessA K.C $erformanceA K.> $*2 /uni0ue ways to surprise and delight visitors1A K.98 $ositioningL E. !ow does the product positioning of the two local oceanariums compareL F. !ow does the perception of the respondents compare when grouped according to: a. "ationalityA b. Type of visitorA c. Average personal monthly incomeL ?. !ow important is strengthening product positioning of the local oceanariums in terms of: a. 4rand awarenessA

16

b. =ynamismA c. .ervice 0ualityL Assum(tion of the Study This study is attached on the assumption that the respondents are honest and reliable in answering the 0uestionnaire about their perception on the marketing used by the management of the local oceanariums as a basis for product positioning. Hy(othesis The following null hypotheses are presented: 9. =ifferent marketing instruments are not effective in promoting a product or destination. 7. Dsing any different marketing mi; is not important in establishing a product or destination in the market. @. There is no significant difference on the perception of respondents when grouped according to nationality, type of visitor, and average personal monthly income. Significance of the Study In general, any study concerning marketing strategies is significant. The researcher believes that this study will contribute to the following: The +ocal 3overnments of Manila and $asig 'ity and its residents. 'ontinuous support in developing and promoting Manila *cean $ark and +as ,arolas that will give rise to municipalities having world-class oceanariums.

17

The *wners and Management of Manila *cean $ark and +as ,arolas. The study attempts to recogni&e the weaknesses of its marketing strategiesA results can translate to increased tourist arrivals, to be able to provide 0uality service and will guide in pursuing international recognition. The 'lientele of Manila *cean $ark and +as ,arolas. The study will also be beneficial to domestic and international tourists, who could e;perience marine life parks with international standardsA results can interpret into ma;imi&ed services and brand awareness of local marine parks. The =epartment of Tourism. To include Manila *cean $ark and +as ,arolas as the newest destinations in the "ational 'apital 5egion that will serve as venues for recreation and education. The Academe, Tourism $rofessors, and Tourism .tudents will gain more information about the background of local marine mammal parks in the $hilippines, serving as a reference in their ecotourism class discussion and for further research. Sco(e and $imitations of the Study The study will evaluate the present marketing strategies and marketing instruments used in Manila *cean $ark and +as ,arolas. The study will not cover the administrative functions of each establishment and the variation of each e;hibit. It will focus on its marketing strategies. The researcher will gather information from books, the Internet, surveys, and 0uestionnaires to be administered to 988 respondents which include the following: marketing

18

personnel, local and foreign tourists, professionals, and from the academic sector with ages ranging from 9E to K8 years old. The study will include the 98$s of the marketing mi; /$hilosophy, $roduct, $rice, $lace, $romotion, $eople, $rocess, $erformance, $*2, and $ositioning1 from August to *ctober 789@. *efinition of Terms The researcher made use of different terminologies which were significant and commonly mentioned in the study. ,or the guide and understanding of readers, definitions of important terms are as follows: BI!T!PE. A kind of a0uarium that has typically the best and healthiest possible environment for freshwater marine species. ARI0E $I"E. Animal life found in bodies of water. AR1ETI0+: A social process by which an individual or group can obtain what they need and want through creating and e;changing products and value with others which implies an e;change process. AR1ETI0+ I2: The 98 $s in the marketing industry which includes the

following: $hilosophy, $roduct, $rice, $lace, $romotion, $eople, $rocess, $erformance, $*2, and $ositioning. AR1ETI0+ STRATE+-: 2ays of accomplishing the ob6ectives, implemented to achieve a goal or purpose.

19

!CEA0ARI, . Also referred to as marine mammal park. This is a commercial theme park which combines an a0uarium and an amusement park where marine mammals such as sharks, dolphins, and sea lions are kept within water tanks and displayed to the public for viewing or for show. PAR1: A place for recreation. P$ACE: The location the company undertakes to make the product accessible and available to the target market. PRICE: The value placed on goods and services offered to the public. PR!*,CT: The tangible offers to the market including product brand awareness, service policy, and features. PR!*,CT P!SITI!0I0+. A marketing strategy that aims to make a brand based on customer perceptions. PR! !TI!0: The act of promoting a particular product or service. SER3ICE: The act of doing something for someone. T!,RIST: A person visiting or staying in a place on a holiday.

20

CHAPTER ' RE3IE& !" RE$ATE* $ITERAT,RE A0* ST,*IES This chapter will be presenting a discussion on local and foreign literature and studies that are relevant to the research providing information about the marketing strategies in the hospitality industry for product positioning. $ocal $iterature

21

The $hilippines offers a variety of activities for the tourist and there are many reasons for both locals and foreign visitors to visit the country. ,ilipinos have various ways in finding rela;ation and spending leisure time. (ither with or without a companion, the tourist will be inclined to go to the mall or to the park, as stated by 'unanan /78881. $arks either operated by the government or by private companies at the same time contribute to the beautification of the environment of the surrounding area. Most parks are used for recreation and allow visitors to bond and rela; with their families and loved ones in a natural environment. $arks differ in si&es, attractions, and the variety of activities offered to visitors. .ome are even used for cultural and educational events, sports activities, and festivals which utili&e a large section of the land area. "ormally, parks can be found in the rural areas and with the sole purpose of conservation, like the Adventure $ark in .ubic and the 4aluarte in Ilocos. These parks make the area more acceptable and valuable to local residents for their contribution to the economy. In an urban city like Metro Manila, tourists can en6oy a close encounter with animals at the Manila )oological and 4otanical 3arden, popularly known as Manila )oo. The elephant Mali is a very popular resident of the park, which not only gives entertainment but also provides learning to visitors for featuring different species of animals. /5etrieved 7F *ct from http:<<www.freemali.com1

22

*ne of the countrys world-class heritage marine life parks recogni&ed by D"(.'* in9>>@ is the Tubbataha 5eef in $alawan for its outstanding coral reef in .outheast Asia. /5etrieve 7F *ct from http:<<whc.unesco.org1 5i&al $ark, more commonly known as +uneta, is a park conducive for family bonding and rela;ation. The park is as popular as the national hero for which it was named. 'onsidered as one of the largest parks in .outheast Asia, the park also symboli&es the $hilippines past and present, preserved for future generations to appreciate $hilippine history. /5etrieved from The 5i&al $ark 7897 brochure, =epartment of Tourism1 3o /78981 stated the definition of marketing in his book ,undamentals of Marketing in the $hilippine .etting# as a process of continuously and profitability satisfying the target customers needs, wants, and expectations superior to competition. .ales and advertising are the two most important functions of marketing. .elling is considered marketing only if there is a consistent repeat visit to the destination or repeat purchase of a product due to customer satisfaction, while advertising functions include marketing research, planning, distribution, customer service, and promotion. Marketing a destination needs proper research, planning, and study to determine its competitiveness. This will be able to determine the potential of a destination according to perception that will define product position.

23

Manila *cean $ark and +as ,arolas need to be introduced to tourists to increase awareness that there are two oceanariums in Metro Manila. The development of these destinations will depend on the number of tourists visiting the parks as it affects the product position in terms of the contribution to the growth and recognition of the place. .trengthening product position in the market needs strong marketing strategies through best practices /4ogan, et.al.9>>K1. *ur local marine life parks could go far and be recogni&ed not only in Asia but also in the world as one of the best if these local marine life parks could adapt and ad6ust using the marketing mi;A $hilosophy, $roduct, $rice, $lace, $romotion, $eople, $rocess, $erformance, $*2, and $ositioning. The $hilippines best brands also serve as role models to products worldwide which is cited by 3o /78981 in his book ,undamentals of Marketing in the $hilippine .etting,# such as .an Miguel, $rocter and 3amble, and "estle. In sports, our model brand is Manny $ac0uiao, who is not only idoli&ed by ,ilipinos but also by foreigners who regard him as the best fighter of his time. "e;t are Moni0ue +huillier and =avid 'obonpue for fashion and furniture industry, respectively. +astly, in tourism, the world famous Dnderground 5iver in $alawan, included as one of the seven wonders of nature and 6ust recently, the newly crowned Ms. 2orld, Megan Moung, who is proud for being a ,ilipino.

24

Through the proper use of promotion, one element of the marketing mi;, there will be an increase in awareness about a certain product and must deliver the product as promised. 4rand awareness leads to brand association. This is where the visitor will have a brand recall and recognition of the product and this is where positioning comes in /3o, 78981. $ositioning not only pertains to image alone. A destination may be in a position because of its uni0ue product, value for money, e;perience or feelings of the visitor, packaging, and promotion. "oreign $iterature In addition to the different kinds of parks, like national parks, nature reserves, state conservation areas, regional parks, historical parks, and aboriginal parks, there are marine parks and a0uatic reserves that preserve outstanding marine species and conserve seawater plants and marine animals divided into different &ones which are sustainable and conducive to marine life species. .ome parks also have &oo and recreational facilities that will be an added activity to the visitor of the park. /5eviewed
6 Se 2013

at

!tt "##$$$%en&ironment%ns$%go&%au# arkt' es(

$arks may consist of flora, fauna, rock, soil, and grass. In the early times, wide areas of land for the deer park were replaced by aristocrats during the medieval era. This evolved into landscaped parks which serve not only as hunting grounds but also for proclaiming the wealth status of the landowner. =uring the industrial revolution, parks took a new meaning,

25

serving its new purpose which is to preserve a sense of nature and preventing to disfigure by unrestrained development /5etrieved 7F*ct from http:<<en.wikipedia.org<wiki<$ark.1 Many of the parks which are operated by the state, provincial, and national governments are protected by law. In certain countries in Africa like Dganda and -enya, national parks have a big impact on the economy since these became primary attractions to persuade tourists to visit the country. $arks preserve areas for their historical and recreational value. .ome of these historically significant parks are the following: ,rogner $ark famous for its sculptureA 'entral $ark in "ew Mork which is the most visited city park in the Dnited .tatesA Moyogu $ark in TokyoA The .ummer 3arden in .t. $etersburg, 5ussiaA and $arade 3ardens in (ngland. !ighly regarded for the recreational value they provide are amusement parks or theme parks. These parks evolved from fairs and pleasure gardens created for peoples recreation which feature a group of attractions, rides, and other events for large numbers of visitors. (;amples of these are =isneyland, 2onderland in 'anada, Movie 2orld in Australia, !ong -ong *cean $ark, and .entosa Marine +ife $ark in .ingapore. /5etrieved 7F*ct from http:<<en.wikipedia.org<wiki<AmusementGpark.1 5ecreation is a very diverse industry /3oeldner, 788F1. In the Dnited .tates alone, the industry generates millions of opportunities in manufacturing, sales, and service sectors. Americans describe themselves as adventurous, en6oying activities that make them fit while having fun time with their families and pursuing solidarity while e;periencing nature. "owadays, &oological parks and a0uariums are continuing to be popular for Americans.

26

*utdoor adventure travel is not only gaining popularity throughout the Dnited .tates but also increasing the arrival of international visitors. More and more people are seeking higher 0uality standards and amenities. According to I.* International .tandards, 0uality standards are tools that minimi&e errors but increase productivity. This ensures that the components are fit for their purpose and give more than what is being e;pected from the destination. /5etrieved 7F*ct from http:<<en.wikipedia.org<wiki<$ark.1 The marketing mi; term was first used in the 9>FK article of "eil 4orden, entitled The 'oncept of Marketing Mi;,# in which he enumerated the following as attributes of marketing mi;: product, planning, price, branding, distribution channels, personal selling, advertising, promotions, packaging, display, serving, physical handling, and fact analysis. !owever, in 9>F8, Mr. (. Herome Mc'arthy regrouped the marketing mi; into only four categories to be more simple and elegant which is now commonly called the K$s: $roduct, $rice, $romotion, and $lace. /5etrieved 7CAugust from

http:<<www.netmba.com<marketing<mi;<1. This has been evaluated for being incomplete and in order to overcome insufficiency, it has been upgraded that minded more the needs of the customer. In 9>C?, Hudd, I.'. added the fifth $# referring to $eople, wherein the marketing staff is the ma6or marketing consideration. 2hile 4oom and 4itner /9>C71 added three more

27

$s: participants, physical evidence, and process which they refer as service marketing $s.# -otler /9>CF1 added two more: political power and public opinion. 4aumgartner /9>>91 proposed 9E$s which added the following: probe, partition, prioriti&e, position, profit, plan, performance, and positive implementation. In marketing a destination, there are two primary factors that must consider satisfying to determine if the destination is to be successful or popular to the visitor. These are competiveness and sustainability. /-otler, et al, 788F1 The competiveness of a destination pertains to its capacity to compete efficiently and be profitable in the marketplace, while sustainability refers to the ability of a destination to maintain 0uality on physical attributes, social, cultural and its environmental resources while it participates in the market place for future generation. A marketing plan should include a positioning statement of how the destination intends to position itself or to be known in the marketplace. /-otlers, et al, 788F1 Another way to position a product is through advertising and promotion. There are ways to promote a product: social media, print ads, broadcast media, partnership with private organi&ations like travel agencies, hiring salespersons, updated company website, and through the referrals of friends and relatives.

28

=ue to technology, some companies and destinations rely their promotion for product position through interactive media, which includes website, email, television, and mobile phones. This is one of the most rapidly growing types of advertising /Morrison, 78981. "owadays, social media is very in demand. It is a highly effective way of engaging with your current and future customers who always receive updates, promos, and discounts on Twitter, Instagram, and ,acebook, the most popular social networking site with over a billion members all over the world. The success of social media advertisement also depends on how many social media sites the company uses to promote the product and how often they update their account for guest reference. /$arker, 78991 $rint ads and broadcast media include marketing using maga&ines, newspapers, billboards, and the distribution of brochures and flyers. This style of marketing re0uires a lot of budget from a company. A website should be attractive and informative to get visitors to stick around and continue to open different links and come back. Many companies provide their website with very colorful and graphically sophisticated designs to encourage repeat visits. /-otler et al, 788F1 (very business needs an affiliation to establish more networks, such as an organi&ation like a travel agency wherein they can incorporate the product together with other product like packages and product orientation.

29

!ire a sales representative that can personally approach and advertise the product directly to potential customers. As stated by +umsdon /9>>?1, product positioning is the way in which a destination is perceived in relation to other destinations by the customer. $ocal Studies In her 789@ article, Ms. =ongog describes a baby bottlenose dolphin born to a firsttime bottlenose dolphin mother in *cean Adventure which measures one meter long. According to the management, this was the first live born dolphin under human care. Marine life oceanarium e;perience in the $hilippines is becoming attractive to tourists because of the promotional campaigns of different agencies that feature a kind of close-tonature involvement. !owever, tourists are not aware about the biodiversity, environmental impact and the importance of sustainable development. The researcher agrees to 4agarinao /9>>C1 that tourists should be educated about the importance of the environment through nature recreation that will set in their minds and spirits. Though the $hilippines has no national botanical garden, &oo, or a0uarium that can be used as tools for education, both private and government agencies should 6oin together and start such program from the community. The community should understand the long-term commitment in protecting the environment /Mark, 78981.

30

This statement shows an awareness campaign about the product. If not properly protected and sustained, it will be destroyed while innovating the potential attributes of the destinations for the needs and wants of the visitor. The product term is used to refer to the marine life park as a tourist destination which implies the need for marketing strategies in selling the destination to the tourist. Thus, positioning is the approach where the destination is viewed in relation to other markets. /-otler et al, 788F1. Marketing and promotional strategies need to be persuasive to the target consumer to be patroni&ed. .uch strategies should be carefully studied, researched, e;amined, and assessed to be implemented and promised to the consumer it will gain positive results. /Abri&a et al, 78881. Aside from brochures, flyers, and leaflets, broadcast media also develop shows that feature destinations to attract tourists to visit famous attractions in the most budgeted way. Trip na Trip#, 4yahe ni =rew#, and 'ooltura# are e;amples of these shows. This kind of marketing strategy is somehow e;pensive to the company but enriching and educational to viewers who are only motivated to try and visit new destinations because they see it on the show. "oreign Studies

31

According to +undberg, if a destination develops and becomes a tourist destination, it will cause an increase in the economic status of the region, like 6ob generation, provided that the tourist destination will help to invite tourist arrivals. The researcher agrees to the study because this implies the possible effect if the product or destination is developed and positioned in the international market. According to 'han, national parks administrators are fully aware of the negative effects that will happen to the environment if there is an influ; of tourists. Although they recogni&e that tourism is important to the local community, the management is not aiming to stop tourist arrivals. !owever, built-in parks like theme parks and amusement parks are set up especially for groups of tourists. "ew buildings and new attractions can spoil the e;isting natural environment of the area. This relates to the study because this will give awareness to tourists about the problems they will encounter when they visit such places in Manila. There are noise, air, and human pollution. 3oeldner states in his book, $rinciples of Tourism,# that the modern tourist travels to see natural wonders like the 3rand 'anyon, Mosemite "ational $ark, Mellowstone "ational $ark, "iagara ,alls, and the oceans, the great lakes, and man-made wonders such as great cities, museums, dams, amusements parks, and monuments.

32

This relates to the study because Manila *cean $ark and +as ,arolas are both manmade attractions. 4y improving the marketing strategies of both local marine mammal parks thru benchmarking other Asian a0uariums, these two parks will be recogni&ed worldwide and will attract tourists not only from Asia but also in other foreign countries.

33

CHAPTER / ETH!*S A0* PR!CE*,RE This chapter describes the methods of research employed by the researcher and the respondents of the study as well as the sampling techni0ue, sources of data, data-gathering instrument, and validation of instrument with corresponding statistical treatment to come up with efficient and reliable utili&ation of the data gathered. The data that will be gathered from the survey will be used to describe actual situations of the tourist who visited and e;perienced the marine mammal parks. Research ethodology

The researcher will use the descriptive 0uantitative method for this study. =escriptive method of research is a fact-finding study with ade0uate interpretation of results, according to A0uino et al, /78991. This method describes with emphasis of what actually e;ists, answering who, what, where, when, and how only. It is the most effective method for the study. It can provide the researcher an appropriate knowledge on the tourist level of perception assessing the 98$s of marketing as a guide for product positioning of local marine mammal parks. Res(ondents of the Study

34

The target respondents will be indiscriminately selected by the researcher to attain the precise information over re0uiring time frame and its limitation of the study. The respondents are identified as the right persons to answer the 0uestionnaire as they visited and e;perienced the marine mammal parksA for the management as they oversee the operationA and for marketing personnel as they are responsible in marketing the destination. The data for the study is intended for Manila *cean $ark and +as ,arolas. The study is designed to gather data: 78 from the employees including marketing personnel, and @8 from park visitors for a total of fifty /E81 respondents from each park for a total of one hundred /9881 possible respondents. A short interview will be re0uested to the management to get their view about the study. Sources of *ata The data for this study will be gathered mainly from two sources, namely: primary and secondary. $rimary sources are the first-hand information that will be gathered from the answer of the respondents through the 0uestionnaire. .econdary sources are the bases obtained from the following: books, maga&ines, 6ournals, the Internet, research findings, marketing materials<collaterals, unpublished theses, and electronic materials that are available in libraries or at the destinations. Sam(ling Techni4ue

35

This study aims to assess the marketing mi; techni0ue of Manila *cean $ark and +as ,arolas for product positioning. The two marine mammal parks are both located in Metro Manila and have more than 988 visitors each day. To give e0ual chance of being chosen in the study, the researcher will employ the simple random sampling techni0ue. /Ariola, 788F1 *ata5+athering Instrument A 0uestionnaire carefully studied and constructed by the researcher and approved by the adviser is believed to be an effective main instrument of the study. The 0uestionnaire will be administered at Manila *cean $ark in +uneta, Manila and at +as ,arolas in $asig 'ity. The researcher will approach the respondents properly and will be asking their assistance to help in answering the 0uestionnaire. The 0uestionnaire has K parts: $art 9 is the profile of the respondents. $art 7 is the analysis of how effective the instrument used by the marketing management to promote the destination. $art @ is the assessment on the appreciation of visitors on the distinctive features of the park according to the 98$s of marketing: $hilosophy /$romise1, $roduct, $rice, $lace, $romotion, $eople, $rocess, $erformance, $*2 /uni0ue ways to surprise and delight visitors1, and $ositioning. $art K is the assessment on how important strengthening product positioning in terms of brand awareness, dynamism, and service 0uality. A verbal interview will be conducted as an aid in data gathering, soliciting ideas, suggestions, and recommendations from the respondents.

36

3alidation of the Instrument To ensure the instrument is clear, understandable, and acceptable, the researcher will distribute the 0uestionnaire to ten local tourists not part of the final respondents to validate the instrument. 5evisions will be made upon receiving the results for pre-test dry-run. $re-testing is also needed to measure the time for each respondent in answering all 0uestions. Statistical Treatment The researcher will use statistical techni0ue in determining and analy&ing the answers to the 0uestionnaire, which are as follows: a. $ercentage distribution will be used for the profile of the respondent in determining the components of the oceanarium. $ercentage is the method of standardi&ing for si&e which specifies the fre0uency of occurrence of category per hundred cases. b. .lovens ,ormula will be used to get the number of samples and the error margin. c. 2eighted mean will be used in analy&ing the marketing instruments used by the marketing management to promote the destination. d. According to .pat& /788C1, weighted mean is defined as the overall mean calculated from two or more variables. e. Anova will be used when comparing the respondents assessment based on 7 or more variables

37

f. The data will be gathered from the distribution of the 0uestionnaire which will be interpreted using the +ikert .cale below:

$art @ will use the +ikert .cale below:

.'A+(

5A"3(

%DA+ITATII(

E K

K.E8-E.88 @.E8-K.K>

!ighly effective (ffective

@ 7 9

7.E8-@.K> 9.E8-7.K> 9.88-9.K>

.omewhat effective "ot effective Totally not effective

$art K will be using the +ikert .cale below :

.'A+(

5A"3(

%DA+ITATII(

K.E8-E.88

Totally agree Agree

@.E8-K.K>

7.E8-@.K>

.omewhat agree

9.E8-7.K>

=isagree

9.88-9.K>

Totally disagree

$art E will be using the +ikert .cale below :

.'A+(

5A"3(

%DA+ITATII(

38

K.E8-E.88

!ighly Important

@.E8-K.K>

Important

7.E8-@.K>

.omewhat Important

9.E8-7.K>

"ot Important

9.88-9.K>

Totally "ot important

'!A$T(5 K Presentation% Analysis% and Inter(retation of *ata This chapter provides the presentation, analysis, and interpretation of data gathered by the researcher. These data were based on the results of the 0uestionnaires answered by both respondents of the two local oceanariums. 16 Profile of Res(ondents The study has two hundred thirty five /7@E1 combined actual respondents from +as ,arolas and Manila *cean $arkA demographics such as age, gender, nationality, type of visitor, purpose of visit, occupation and personal monthly income are the needed information to identify the possible target market of +as ,arolas and Manila *cean $ark for product positioning. 9.9 Age. The study aims to cover the perception of tourists with ages below 78 years old up to E? years old and above. Table 9 represents the ages of the respondents which shows fre0uency of 98E or KK.?B of respondents fall under the age bracket of 78 years old and below, ne;t to its fre0uency garnered is E7 or 77.9B are those who belong between 79-7> years old, then followed by ages between @8-@C years old with a fre0uency of @F or 9E.@B.

39

"e;t are the tourists with ages @?-K? years which is 7@ or >.CB, KC-EF years old has a fre0uency of 97 or E.9B, and the least of them are tourists who fall under E? years old and above which shows fre0uency of K or 9.?B of the overall respondents. There @ out of 7@E or 9.@B of 988B did not indicate age bracket. The ma6ority falls under 78 years of age and below. 5esearcher observed that attractions like marine theme parks and oceanariums such as +as ,arolas and Manila *cean $ark are very appealing to this age bracket. They are more likely young adults and students who are curious, open to discover new tourist destinations, and try out new things like A0uanaut =iving and ,ish .pa. 2hile the E? years old and above are the least number of participants due to the big area of the parks and the nature of activities that is generally tiring and as such, not advisable to their age.

Table 9

40

Age of 5espondents
Age +as ,arolas ,re0uency $ercentage KK 9@ C 8 @ 9 7 ?9 F7.8B 9C.@B 99.@B 8 K.7B 9.KB 7.CB 988.8B Manila *cean $ark ,re0uency $ercentage F9 @> 7C 7@ > @ 9 9FK @?.7B 7@.CB 9?.9B 9K.8B E.EB 9.CB .FB 988.8B Total ,re0uency 98E E7 @F 7@ 97 K @ 7@E $ercentage KK.NB 77.9B 9E.@B >.CB E.9B 9.?B 9.@B 988.8B

78 years - below 79-7> years old @8-@C years old @>-K? years old KC-EF years old E? years J above "o response Total

9.7 3ender. The profile of respondents, based on gender as part of the study, shows that out of 7@E randomly selected combined respondents from +as ,arolas and Manila *cean $ark, there are 9EC or F?.7B female and ?@ or @9.9B male who willingly answered the 0uestionnaire. There are K or 9.?B who did not specify their gender. This indicates females are the ma6or respondents of the survey comprising @9.9B. This implies that they are more keen and observant about their surroundings and open to share their e;periences. !elegeson /78871 states that women are keener on wanting to e;press themselves and share their feelings that include people interaction. 9.@ "ationality. "ationality is included in the demographic study to assess other nationalities visiting +as ,arolas and Manila *cean $ark. Table 7 shows the nationality of respondents visiting the parks. =ata reveals that ma6ority of respondents are ,ilipinos with a total of 797 or >8.7B out of 7@E, while foreign guests account for only 9@ or E.KB. There was no response

41

from 98 or K.@B out of the 7@E respondents. The researcher perceived that ,ilipinos are dominating the destination since it is located in the $hilippines. They have greater disposition to go to the parks since these were featured in a segment of early morning television programs like Dnang !irit# and Dmagang kay 3anda,# newspaper ads in $eoples Hournal for +as ,arolas and Manila 4ulletin for Manila *cean $ark, and other printed materials like billboards and flyers. ,ilipinos appreciate the beauty of a new destination and a good location in Metro Manila as an advantage. ,oreigners who specified their nationality are from 4ritain, Australia, .wit&erland, 'anada, Dnited .tates of America, -orea, .ingapore, and India. The researcher determined that the marketing strategy of both oceanariums captures the attention of foreign guests to visit the new tourism destinations in Metro Manila.

Table 7 "ationality of 5espondents

"ationality
,ilipino ,oreigner "o 5esponse Total

+as ,arolas
,re0uency FC 9 7 ?9 $ercentage >E.CB 9.KB 7.CB 988.8B

Manila *cean $ark

,re0uency 9KK 97 C 9FK $ercentage C?.CB ?.7B K.>B 988.8B ,re0uency 797 9@ 98 7@E

Total
$ercentage >8.7B E.KB K.@B 988.8B

42

9.K Type of Iisitor. The type of visitor is involved in the study. Table @ shows that walk-in is the ma6or visitor type among respondents in the two oceanariums. 2alk-in receives a fre0uency of 97F or E@.FB while 98> or KF.KB of the respondents did not specify their type of visitor. The researcher observed that since the survey was conducted during the holidays, a lot of walk-ins are e;pected together with their families for 0uality bonding time. 2alk-ins or considered ,.I.T. /,ree Independent Travelers1 are more willing to participate in the survey since they are not following a specific group itinerary e;cept for park activity programs that have schedules, particularly in Manila *cean $ark. "evertheless, they are free wherever they go inside the park. .ome who did not respond to this section, as observed by the researcher, are respondents who are either in a hurry, their companions are done with the activity, or they do mind answering this part of the survey.

Table @ Type of Iisitor

Type of Iisitor 2alk-in "o response Total +as ,arolas ,re0uency $ercentage K8 EF.@B @9 ?9 K@.?B 988B Manila *cean $ark ,re0uency $ercentage CF E7.KB ?C 9FK K?.FB 988B Total ,re0uency 97F 98> 7@E $ercentage E@.FB KF.KB 988.8B

9.E $urpose of Iisit. The purpose of visitors is also included in determining the motivators of tourists to visit the place. This section presents Table K which features the purpose of the

43

tourist. Most of the respondents did not indicate their specific purpose of visit which garnered a fre0uency 97@ or E7.@B. The immediate purpose was for those who visit for fun and leisure with a fre0uency of FE or 7?.?B. Third is for educational purpose with a fre0uency of 7K or 98.7B, which pertains to people conducting research or study or students with their families. The least is for business purpose with only a total mean of 7@ or >.CB. Therefore, this table only strengthens the data presented in Table K that most of the tourists are walk-ins that visited the parks for fun and leisure purposes as the 7 nd highest mean. +eisure and rela;ation is one the reasons tourists visit the oceanariums. According to 2alter $odilchaks /788F1 6ournal =istinction of ,un, (n6oyment and +eisure,# fun is an energetic social configuring in a direct face-to-face interaction, while leisure is conceptuali&ed in free time and submissive attitude in which one rela;es. +as ,arolas and Manila *cean $ark are visited not only for its ama&ing attractions and close encounters with wildlife and nature but also because these destinations deliver fun en6oyment and provide a variety of recreational activities for the whole family. (ducational tours are also a niche market of both oceanariums. *ften times, there are schools conducting educational field trips for students in all levels. 4usiness is the third purpose wherein business meetings and seminars are held, particularly in Manila *cean $ark, where there are e;hibit rooms that can be used for such purpose.

44

Table K $urpose of Iisit $urpose of +as ,arolas Iisit

(ducational 4usiness
,un and +eisure

Manila *cean $ark

,re0uency 9E 79 E9 ?? 9FK $ercentage >.9B 97.CB @9.9B K?.8B 988.8B

Total
,re0uency 7K 7@ FE 97@ 7@E $ercentage 98.7B >.CB 7?.?B E7.@B 988.8B

,re0uency > 7 9K KF ?9

$ercentage 97.?B 7.CB 9>.?B FK.CB 988.8B

"o response

Total

9.F *ccupation. The occupation is counted in the study. Table F shows the profile of respondents according to occupation. Ma6ority of respondents are students, ac0uiring a fre0uency of 987 or K@.K B out of 7@E. This is followed by visitors who are employed, with a fre0uency of >8 or @C.@ B. The unemployed received a fre0uency of 99 or K.?B out of 7@E respondents. !owever, there are @7 or 9@.F B of respondents who did not respond and specified their occupation according to the given choices. This implies that the parks during the holidays are full of students who are on vacation together with their families. This might also be associated with the previous table that education is the third purpose of visit. .tudents or young adults are more approachable and almost always willing in answering the survey.

Table E

45

*ccupation of 5espondents

9.? Average Monthly Income. The average monthly income is involved in this study to determine the classification of guests. Table F shows that most or ?C or @@.7B out of 7@E respondents did not specify their monthly income. !owever, according to the data gathered, a fre0uency of E8 out of 7@E falls under $97, 888 and below which ranked second in salary*ccupation +as ,arolas ,re0uency .tudent (mployed Dnemployed "o response Total K@ 9C K F ?9 $ercentage F8.FB 7E.KB E.FB C.EB 988.8B Manila *cean $ark ,re0uency E> ?7 ? 7F 9FK $ercentage @F.8B K@.>B K.@B 9E.>B 988.8B Total ,re0uency 987 >8 99 @7 7@E $ercentage K@.KB @C.@B K.?B 9@.FB 988.8B

based income with a percentage of 79.@B. Third is $97,889-$7K,888 with a total fre0uency of @@ or 9K.8B. ,ourth is $EK,889-above which garnered a fre0uency of 7C or 99.>B. $@K,889$KK,888 with a total fre0uency of 9> or C.9B stays in fifth. $7K,889-$@K,888 is in si;th place with a fre0uency of 9C or ?.?B and lastly, those who earned a monthly income of $KK,889$EK,888 with a total fre0uency of > or @.CB. This implies that the ma6ority of tourists are secretive in disclosing their monthly incomes in a survey. !owever, not far from the highest fre0uency of @@.7B are respondents earning $97,888 and below, composed of young professionals and those earning with $EK,888 and above which might be composed of businessmen visiting the parks for business meetings, charity works, and foreigners who have converted their incomes from dollars to pesos. The researcher concludes that the parks are not

46

only fre0uented by average income earners but also by tourists with large incomes. In other words, both parks cater to classes A, 4, and '.

Table F $ersonal Average Monthly Income of 5espondents

Monthly Income Mean 97,888 - below 97,889- 7K,888 7K,889 - @K,888 @K,889 J KK,888 KK,889- EK,888 EK,889 - above "o response Total 9C ? K F K F 7F ?9 +as ,arolas $ercentage 7E.KB >.>B E.FB C.EB E.FB C.EB @F.FB 988.8B Manila *cean $ark Mean @7 7F 9K 9@ E 77 E7 9FK $ercentage 9>.EB 9E.>B C.EB ?.>B @.8B 9@.KB @9.?B 988.8B Mean E8 @@ 9C 9> > 7C ?C 7@E Total ,re0uency 79.@B 9K.8B ?.?B C.9B @.CB 99.>B @@.7B 988.8B

47

'6 Reasons tourists (refer in 7isiting marine theme (arks =etermining what influences the tourist in visiting a tourist destination is included in the study. Table ? indicates the different reasons tourists visit a new destination. According to data gathered, only 7?.?B are after the brand name of a destination. .ervice 0uality received a FF.8B approval from respondents. 2orld-class e;hibit garnered a total of K@.8B. $romotion got K8.KB. +ocation and price value both received K7.9B. Iariety of attractions established a ??.8B approval rating. (;cellent guest services received 9F.7B. 5ight place for family bonding had a @@.FB approval rating. Architectural and interior design received @9.9B. $rograms appropriate for the whole family got 98.FB, and seen<heard in advertisements got a K7.9B approval. The researcher determined that tourists are not brand enthusiasts. There are other reasons or factors tourists visit and e;plore a destination. Instead, ma6ority of respondents agreed that having a variety of attractions and amenities invite more tourists to visit the oceanariums. This implies that tourists are attracted to destinations that have so much to offer and provide a variety of recreational activities for the whole family. ,un and recreation in places involving the sun, en6oying beautiful scenery, and an interaction with wildlife and nature are sample motives that attract tourists to stay in a destination. Then followed by 0uality of service, ne;t is world-class e;hibit, location, price value for money, seen<heard in advertisements, and promotion are also important for tourists. "owadays, everything is open for public viewing as tourists are always looking for what is new in the social media and broadcast media. 2hen a product is always seen by the tourist in any form

48

of promotion, this will instill an image to the mind of the tourist and create an interest to put this image in his ne;t travel list or buy list. This ma;imi&es total brand recall.

Table ? 5easons Tourists $refer in *ceanariums

Iariables 3ariety of attractions and amenities Ser7ice 4uality &orld5class e8hibit $ocation Price 7alue for money Seen9heard in ad7ertisements Promotion 4rand name (;cellent guest service 5ight place for family bonding Architectural and interior design $rograms appropriate for the whole family , 9C9 9EE 989 >> >> >> >E FE @C ?> ?@ 7E $ercentage ::6;< ==6;< >/6;< >'61< >'61< >'61< >;6>< 7?.?B 9F.7B @@.FB @9.9B 98.FB

/6

arketing instruments used by the marketing management to (romote the destination

49

Marketing instruments are policy instruments that promote a new product to the market. These are very important to tourists for brand awareness about the new product being introduced into the market. As observed, the marketing instruments of +as ,arolas received feedback as somewhat effective# in some of their promotional campaigns, while the

marketing strategy of Manila *cean $ark received an almost effective# response from respondents, e;cept for the travel agency aspect. @.9 +as ,arolas. Assessing the different marketing instruments used in promoting the

destination is shown in Table C. $rint ads have a mean of @.?E, word-of-mouth got a mean of @.@>, and use of social media received a mean of @.EF. This states that these are the most effective# marketing tools to promote the place as a new tourist destination. Media promotion, company website, travel agency and sales persons receive the least effective tool. The researcher determined that the marketing campaign of the management is not enough to reach their target market. $romotion thru television e;posure in early morning shows like Dnang !irit# and Dmagang -ay 3anda# did not help them to campaign their brand in a given short period of time to reach their target market. *ne of the least effective, the company website, may be in part due to tourists are not aware of the website or they 6ust dont care to visit the site. The website design of +as ,arolas is 0uite plain and simple, which has different links to the following: their target audience, strategies, press releases, contact, and about the company. All links are properly working e;cept for the link about us#. The site has no promo ads, no updates, no links to buy tickets, and online interaction with visitors. 2hen it comes to travel agencies, +as ,arolas attractions are included in their tour packages. !owever, the data

50

reflects that probably, they are not priorities when it comes to promotion. .ales agents are also the least effective, perhaps because the sales team may not be enough to disseminate company information to their target market. Table C Marketing Instruments used by the Management of +as ,arolas Marketing Instruments $rint ads 2ord-of-mouth .ocial media 'ompany website 4roadcast media Travel agency .ales persons<associates *verall Mean @.?E @.@> @.EF @.K8 @.K? @.78 @.@F @.KK .= 8.>K 9.9@ 9.8@ 8.>C 9.9F 8.>F 8.>F 8.?E Ierbal Interpretation (ffective (ffective (ffective .omewhat effective .omewhat effective .omewhat effective .omewhat effective .omewhat effective

@.7. Manila *cean $ark. Table > presents all respondents agreed that print ads /K.991, wordof-mouth /K.81, social media /K.8E1, broadcast media /@.>81 and salespersons /@.E@1 are all effective marketing instruments. 2hile a travel agency with a mean of @.K? is the least effective instrument used by the management of Manila *cean $ark to promote the place as a tourist destination. This implies that the marketing strategies of Manila *cean $ark are effective and really promote what it can offer to tourists thru print ads, word-of-mouth, social media, broadcast media, and the efforts e;erted by its sales e;ecutives. 2hen it comes to

51

travel agencies, although Manila *cean $ark attractions are included in the tour packages, the data reflects that maybe they are not priorities when it comes to promotion. Table > Marketing Instruments used by the Management of Manila *cean $ark
Marketing Instruments $rint ads 2ord-of-mouth .ocial media 'ompany website 4roadcast media Travel agency .ales persons<associates *verall Mean K.99 K.88 K.8E @.?C @.>8 @.K? @.E@ @.CE .= 8.?C 8.C8 8.C> 8.>K 8.>E 9.8K 8.>> 8.F? Ierbal Interpretation (ffective (ffective (ffective (ffective (ffective .omewhat effective (ffective (ffective

>6 Tourist (erce(tion to)ards the oceanarium as a tourist destination6 According to 'oon and Mitterer /788C1, perception can be created by motivation which can result to people interpreting indefinite figures so that they can see what they want to see. The researcher wanted to know how respondents react towards the destination thru the use of marketing strategies. Philoso(hy received a mean of K.9C /+as ,arolas1 and K.7? /Manila *cean $ark1. Product received @.>E /+as ,arolas1 and @.>? /Manila *cean $ark1. Pricing ac0uired @.C? /+as ,arolas1 and @.>7 /Manila *cean $ark1. Place got @.E> /+as ,arolas1 and @.>7 /Manila *cean $ark1. Promotion obtained @.KK /+as ,arolas1 and @.>8 /Manila *cean

52

$ark1. Peo(le garnered K.8K /+as ,arolas1 and K.89 /Manila *cean $ark1. Process had a mean of K.78 /+as ,arolas1 and K.8K /Manila *cean $ark1. P!& got @.>F /+as ,arolas1 and K.9E /Manila *cean $ark1 and lastly, Positioning obtained K.97 /+as ,arolas1 and K.7E /Manila *cean $ark1. Table 98 states that respondents generally agreed# that +as ,arolas and Manila *cean $ark are indeed a tourist destination based on tourist perception according to some marketing mi; used by both establishments. In terms of Philoso(hy both oceanariums are truly world-class theme parks which aim to promote conservation and preservation of resources through public viewing, educational, research, and recreation. 4oth oceanariums have a mission and vision that carries their intentions to the consumer to provide a good 0uality product. Products that are world class and one of a kind, featuring a rich biodiversity of a0uatic resources both endemic and e;otic, either freshwater or saltwater speciesA Price that are competitive and have value for moneyA Place% both +as ,arolas and Manila *cean $ark are convenient and accessible by private and public transportation to local and foreign guestsA with Peo(le% the management and staff of both oceanariums are providing good 0uality of service that reflects a good image about the companyA Process, both oceanariums value the time of their guests and treat professionally while inside their parksA P!&% both oceanariums show a wow factor# and continue innovating facilities and amenities for the touristA Positioning% a brand like Manila *cean $ark can be easily recalled by the tourist, while +as ,arolas, known as The ,ish 2orld, somehow captures the interests of 'lass A, 4, and ', e;cept in the Promotion aspect of +as ,arolas to which most visitors minimally agreed. This only strengthens Table C statement @.9 about the promotional strategy of +as

53

,arolas that needs a lot of planning. According to 5a6agopal /788?1, a promotional plan has a wide range of ob6ectives, including sales increases, new product acceptance, and creation of corporate image. This should not be taken for granted by the management. Table 98 Tourist $erception towards the *ceanarium as a =estination
Mean K.9C @.>E @.C? @.E> @.KK K.8K K.78 K.8? @.>F K.97 +as ,arolas .= 8FE 8.F8 8.?E 8.C8 8.C@ 8.FK 8.?F 8.?9 8.?F 8.F9 I.I Agree Agree Agree Agree M. agree Agree Agree Agree Agree Agree Mean K.7? @.>? @.>7 @.>8 K.87 K.89 K.8K K.99 K.9E K.7E Manila *cean $ark .= 8.?8 8.FF 8.?> 8.?8 8.?? 8.?K 8.C8 8.F? 8.?9 8.FF I.I Agree Agree Agree Agree Agree Agree Agree Agree Agree Agree

$hilosophy Tourist $roduct $ricing $lace $romotion $eople $rocess $erformance $*2 $ositioning

?6 Product (ositioning of the local oceanariums The perception of tourists in terms of product positioning is shown in Table 99. This implies that based on data gathered, there is no significant difference on the way the two local oceanariums position themselves as perceived by the tourist through the marketing instruments used by the management, e;cept for $lace with a mean of -7.>FF and $romotion which established a mean of -E.8E? that reflect very significant# in product positioning. This suggests that +as ,arolas and Manila *cean $ark as perceived by both respondents already creates a distinct image in their respective target markets. The marketing instruments used are effective in the point of view of respondents of both oceanariums. !owever, $lace had 8.88@ and $romotion had 8.88 and the $ value is less than 8.8E values which was interpreted as a very significant# difference when it comes to tourist perception. The researcher determined

54

that the location and promotion of +as ,arolas and Manila *cean $ark are factors considered by the respondents. +as ,arolas is located beside Tiendesitas in $asig 'ity where the mall is popular in ba&aars and pet shops. There is no noticeable signages and directions where +as ,arolas is located. This is 0uite different in Manila *cean $ark where it is located in -alaw, Manila, and a tourist district area where tourists can easily go to. In terms of $romotion, their styles are different from each other as stated in Table > and Table 98, wherein Manila *cean $ark dominates the survey of respondents that received an almost agreed feedback with regards to promotion. This states that the management of Manila *cean $ark has planned a lot to instill in the mind of the tourist about the park brand.

Table 99 'omparison on $roduct $ositioning of *ceanariums

+as ,arolas Mean .= K.9C 8.FE @.>E 8.F8 @.C? 8.?E @.E> 8.C8 @.KE 8.C9 K.8K 8.FK K.78 8.?F K.8? 8.?9 @.>F 8.?F K.97 8.F9 Manila *cean $ark Mean .= K.7? 8.?8 @.>? 8.FF @.>7 8.?> @.>8 8.?8 K.87 8.?? K.89 8.?K K.8K 8.C8 K.98 8.F? K.9E 8.?7 K.7E 8.FF t-Ialue -.CF9 -.7KC -.KKK -7.>FF -E.8E? .@87 9.@>> -.@>> -9.?7> -9.K9E .ignificant $O8.@>8P.88E ". $O8.C8EP.88E ". $O8.FE?P.88E ". $O8.88@Q.88E I. $O8.888Q.88E I. $O8.?F@P.88E ". $O8.9F@P.88E ". $O8.F>8P.88E ". $O8.8CEP.88E ". $O8.9E>P.88E ".

$hilosophy Tourist $roduct $ricing $lace $romotion $eople $rocess $erformance $*2 $ositioning

55

=6 Perce(tion of res(ondents )hen com(ared according to nationality% (ur(ose of 7isit and a7erage monthly income F.9 "ationality. The nationality is included in the study. ,oreign tourists are anticipated to have a higher e;pectation than ,ilipinos. !owever, Table 9@ reveals about the perception of respondents based on nationality where $ value is greater than .8E: $hilosophy had 8.C9C, $roduct got 8.F??, $ricing had 8.>C?, $lace received 8.>97, $romotion had 8.K>?, $eople 8.7FE, $rocess 8.7EE, $erformance 8.8F7, $*2 8.C89 and lastly, $ositioning had 8.79? which is interpreted as no significant# difference on the perception of respondents based on nationality. The researcher concluded that the perceptions of local and foreign tourists towards marketing are similarA that when it comes to promotional management, they should do their best to attain the highest positive feedback from tourists. Table 97 'omparison According to "ationality
,ilipino $hilosophy Tourist $roduct $ricing $lace $romotion $eople $rocess $erformance $*2 $ositioning Mean K.7F @.>C @.>9 @.?> @.CE K.8@ K.99 K.99 K.8> K.7@ .= 8.FC 8.F@ 8.?? 8.?K 8.C@ 8.?9 8.C8 8.FC 8.?K 8.F@ ,oreign 3uest Mean .= K.79 8.?7 @.>8 8.?7 @.>9 8.>9 @.C7 8.F? @.F? 8.?E @.?C 8.?K @.C8 8.F@ @.?8 8.FK K.8@ 8.FC @.>C 8.FC t-Ialue 8.7@9 8.K9? -8.89F -8.998 8.FC9 9.99? 9.79F 9.C?? 8.7E7 9.7@> .ignificant $O8.C9CP8.8E ". $O8.F??P8.8E ". $O8.>C?P8.8E ". $O8.>97P8.8E ". $O8.K>?P8.8E ". $O8.7FEP8.8E ". $O8.77EP.88E ". $O8.8F7P.88E ". $O8.C89P.88E ". $O8.79?P.88E ".

F.7 $urpose of Iisit. Tourists have different purposes and with different e;pectations. Table 9K shows the perception of tourists when compared according to purpose of visit. $hilosophy

56

reflects an fJvalue of 8.C@>, $roduct received an f-value of 8.?F@, $ricing got 8.8?K, $lace established an f-value of 8.>9C, $romotion with an f-value of 9.@K7, $eople garnered an fvalue of 8.F7F, $rocess received an f-value of 9.KKC, $erformance with an f-value of 8.F8E, $*2 received an f-value of 8.9?7 and lastly, $ositioning got an f-value of 8.@>?. These are all interpreted as no significant difference# in terms of purpose of visit. The researcher concluded that both local and foreign tourists of the two oceanariums value all park aspects from mission and vision, product, price, place, promotion, people, process, performance, $*2, and product positioning when they visit a destination. Table 9@ 'omparison when grouped According to $urpose of Iisit
Philosophy .ducationa, 2usiness 3un 4 ,eisure Tourist Product .ducationa, 2usiness 3un 4 ,eisure Pricing .ducationa, 2usiness 3un 4 ,eisure Place .ducationa, 2usiness 3un 4 ,eisure Promotion .ducationa, 2usiness 3un 4 ,eisure People .ducationa, 2usiness 3un 4 ,eisure Process .ducationa, 2usiness 3un 4 ,eisure Performance .ducationa, Mean 4%20 4%10 4%20 Mean 3%97 3%93 3%90 Mean 3%90 3%90 3%89 Mean 3%77 3%97 3%88 Mean 4%00 4%00 3%91 Mean 4%12 3%99 3%92 Mean 4%19 3%93 3%96 Mean 4%08 S) 0%66 0%66 0%80 S) 0%60 0%82 0%65 S) 0%61 0%97 0%77 S) 0%62 0%80 0%68 S) 0%76 0%96 0%82 S) 0%71 0%83 0%76 S) 0%83 0%90 0%86 S) 0%81 f*+a,ue 0%839 f*+a,ue 0%763 f*+a,ue 0%074 f*+a,ue 0%918 f*+a,ue 1%342 f*+a,ue 0%626 f*+a,ue 1%448 f*+a,ue 0%605 1S Significant P/0%61300%05 -emarks 1S Significant P/0%23000%05 -emarks 1S Significant P/0%59900%05 -emarks 1S Significant P/0%26200%05 -emarks 1S Significant P/0%43300%05 -emarks 1S Significant P/0%97400%05 -emarks 1S Significant P/0%51600%05 -emarks Significant P/0%47400%05 -emarks

57

2usiness 3un 4 ,eisure POW .ducationa, 2usiness 3un 4 ,eisure Positioning .ducationa, 2usiness 3un 4 ,eisure

3%91 4%12 Mean 4%06 4%01 4%06 Mean 4%30 4%10 4%20

0%80 0%80 S) 0%85 0%95 0%71 S) 0%59 0%69 0%70

1S f*+a,ue 0%172 f*+a,ue 0%397 1S 1S Significant P/0%75600%05 -emarks Significant P/0%91500%05 -emarks

F.@. Average $ersonal Monthly Income. This shows the assessment of the tourist perception when grouped according to their monthly salary income, reflecting $hilosophy received an f-value of 9.8?@ while $roduct had 9.KC8 f-value, $ricing got 9.8E8 fvalue, $lace ac0uired 8.CK> f-value, $romotion attained 9.CC> f-value, $eople received 9.C>8, $erformance 8.??C and $*2 received 9.9>@. 2hile $rocess with an f-value 7.9F@ and positioning got a 7.7E9 f-value. Table 9K illustrates that there is no significant# difference in the tourist perception when compared according to average monthly income, e;cept for process and positioning which both received a significant remark from visitors. The researcher concluded that tourists can still have spare some time and afford park packages and other amenities even if their income is only $97,888 and below.

Table 9K $erception of 5espondents 'ompare when grouped According to Average Monthly Income

58

Philoso(hy 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response Tourist Product 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response Pricing 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response Place 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response Promotion 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above

Mean @.?9 @.>9 @.CK @.E> @.KC @.FE K.@E Mean @.>F K.8@ @.>C @.?C @.CE @.?7 K.8C Mean @.CE K.9? @.C7 @.C> @.E> @.?C @.>@ Mean @.C@ @.?9 @.CE @.E@ @.C> @.?7 @.>9 Mean @.?? K.8F K.87 @.E8 @.KK @.FK

.= 8.?> 8.FE 8.?F 8.?? 8.CF 8.FE 8.E7 .= 8.?K 8.FC 8.E7 8.EC 8.@@ 8.?C 8.E@ .= 8.C8 8.?E 8.?E 8.F@ 8.C@ 8.>C 8.?@ .= 8.C@ 8.CC 8.KC 8.F7 8.KE 8.?F 8.?7 .= 8.C7 8.CC 8.FK 8.>7 8.>@ 8.>?

f-Ialue

.ignificant

5emarks

$O8.@C8P8.8E 9.8?@ ".

f-Ialue

.ignificant

5emarks

$O8.9CFP8.8E 9.KC8 ".

f-Ialue

.ignificant

5emarks

$O8.@>KP8.8E 9.8E8 ".

f-Ialue

.ignificant

5emarks

$O8.E@@P8.8E 8.CK> ".

f-Ialue

.ignificant

5emarks

$O8.8CKP8.8E 9.CC> ".

"o response Peo(le 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888

@.>F Mean @.C? K.9? K.9? @.?> K.8@

8.?7 .= 8.?C 8.?E 8.F8 8.E> 8.K@

f-Ialue 9.C>8

.ignificant $O8.8CKP8.8E ".

5emarks

59

EK,889 - above "o response

@.C9 K.9F

8.CF 8.F7

Process 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response Performance 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response P!& 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response

Mean @.>@ K.7K K.@8 K.8> K.88 @.?K K.7E Mean K.8E K.9? K.7E K.8K K.9> @.CC K.9K Mean K.89 K.7C K.77 @.C? @.>? @.>7 K.9?

.= 8.CE 8.CE 8.K> 8.C? 8.EF 8.CC 8.?9 .= 8.?> 8.FK 8.F@ 8.FC 8.E8 8.C9 8.F8 .= 8.CF 8.FF 8.E@ 8.E9 8.KF 8.CF 8.?K

f-Ialue

.ignificant

5emarks ".5 vs 97,888 below 97,889 - 7K,888 vs. EK,889 above 7K,889 - @K,888 vs EK,888 above @K,889 - KK,888 vs EK,888 above 5emarks

$O8.8KCQ8.8E 7.9F@ .

f-Ialue

.ignificant

$O8.ECCP8.8E .??C ".

f-Ialue

.ignificant

5emarks

$O8.@99P8.8E 9.9>@ ".

Positioning 97,888 - below 97,889 - 7K,888 7K,889 - @K,888 @K,889 - KK,888 KK,889 - EK,888 EK,889 - above "o response

Mean K.8? K.7C K.@> @.>? K.7C K.89 K.@F

.= 8.?8 8.F7 8.EK 8.F@ 8.K7 8.?K 8.E>

f-Ialue

.ignificant

5emarks "5 vs @K,889 - KK,888

$O8.8K8Q8.8E 7.7E9 . @K,889 -KK,888 97,888 - below vs

60

:6 Assessing the importance of strengthening product positioning of the two local oceanariums in terms of brand awareness, dynamism, and service 0uality. .trengthening product positioning in the market is very important. Table 9E reveals that ma6ority of visitors of both local oceanariums agreed on the importance of strengthening product positioning thru brand awareness, dynamism, and 0uality of service in the tourism industry. ?.9 4rand Awareness. All respondents agreed# on the importance of brand

awareness which reflected on the fre0uency of 8.?F for +as ,arolas and 8.?7 for Manila *cean $ark. This implies that brand awareness plays a ma6or role in the tourist buying decision and creates a distinct image on whether to visit or not +as ,arolas or Manila *cean $ark. According to =ay and $ratt /9>?91 on their 6ournal of marketing research entitled .tability of Appliance 4rand Awareness,# ac0uiring consumer

feedbacks and a constant presence of the brand in the market is e0ually essential to be able to instill the product to the mind of the buyer and ma;imi&e name recall of the brand. This only indicates that brand awareness is not an easy task for the management of +as ,arolas and Manila *cean $ark. This involves a uni0ue brand logo and brand slogan to be able to create e;ceptional brand image that will last for a long time. ?.7 =ynamism. In the aspect of dynamism, +as ,arolas got K.89 while Manila *cean $ark established a fre0uency of K.9@ that falls under the bracket of important.# 4oth local oceanarium respondents agreed that this needs to be strengthened in product positioning. +as ,arolas, the first of its kind in the world that feature hundred percent

61

freshwater species assuming the obligation of managing e;0uisite and e;ceptional freshwater resources by serving as an appropriate venue for research, education, preservation, and for tourism purposes, intends to capture the interests of tourists, the academe, research institutions, and the general public. Manila *cean $ark, as per the company website, is the countrys first world-class theme park and a premier venue for education, geared towards an all-year, all-weather destination for locals and foreign tourists. The researcher determined that based on the data, ma6ority of the respondents agreed on an active marketing solution that will create interest among tourists about the product. ?.@ %uality of .ervice. 'ustomer satisfaction is not completed until the tourist has been satisfied with the kind of service from the whole establishment. In this trait, both oceanariums received important# remarks about 0uality of service that should be strengthened. +as ,arolas ac0uired a mean of K.@8 while Manila *cean $ark received a mean of K.@7. This entails the importance of 0uality of service in the tourism industry. To be more competitive, 0uality of service is somewhat guaranteed in advance about what kind of service that people can e;pect from the oceanarium. At +as ,arolas, the tourist will pay for the admission ticket at the ticketing counter. There are different rates based on category: adults, children, students and senior citi&ens. The tourist will then proceed to the e;hibit area where the in-house photographer will greet you and ask you to pose for a souvenir photo which can be redeemed upon e;it. 3uests are free to tour the whole place. Though there are not enough tour guides on

62

each floor, customer service agents are always ready to assist guests with their in0uiries. (ven the manager of the park is available to assist visitors. Dpon e;it, guests are directed to the photo booth area for their pictures and for some souvenir shopping. They have an option either to proceed to Avilon )oo or ,un 5anch, both located only within the vicinity. At Manila *cean $ark, walk-in guests proceed to the ticketing counter and avail of a combination of different attractions for a reasonable price. There are also counters for tickets purchased online. Then the staff will assist you at the entrance. *n the ticket voucher, the schedule of each attraction is specified. Tourists have an option where to go after the oceanarium. *ther attractions are: 2alk to Antartica, featuring penguins and a snow villageA Mermaid .how, featuring ladies wearing mermaid costumes dancing underwaterA ,ish .pa, where guests can rela; their feet. The 0uality of service is a characteristic that can be measured and improved by the personnel involved in the process to be able to give 988B customer satisfaction. This includes the management and staff of +as ,arolas and Manila *cean $ark that give direct service to the consumers which can affect the customer e;perience inside the park, the kind of service that will make or break the image of the company.

Table 9E .trengthening the Importance of $roduct $ositioning of the Two +ocal *ceanariums in Metro Manila +as ,arolas Manila *cean $ark

63

4rand awareness =ynamism %uality of service

Mean K.8@ K.89 K.@8

.= 8.?F 8.F? 8.FK

I.I Important Important Important

Mean K.7@ K.9@ K.@7

.= 8.?7 8.?8 8.?@

I.I Important Important Important

'!A$T(5 E Summary% Conclusions% and Recommendation This chapter includes the summary of findings, conclusions, and recommendations made by the researcher about the marketing mi; of selected local oceanariums in Metro Manila as a basis for product positioning. Summary of "indings

64

The study determines the efficiency of the different marketing mi; used by the management to promote the destination. The researcher used a 0uestionnaire to conduct the survey during the long holiday break in =ecember 789@ to present the importance of different marketing strategies used by the two oceanariums - +as ,arolas and Manila *cean $ark - and its influence to product positioning of the two newest destinations in Metro Manila. ,ounded on the results gathered, the following findings are hereby presented: 9. 5espondent profile *ut of the 7@E combined respondents from +as ,arolas and Manila *cean $ark, ma6or respondents are ages 78 years old and below, representing the bracket of young adults and students. Ma6ority of them are women who are willing to answer the survey. Most of the respondents are ,ilipinos. Ma6ority are walk-ins visiting the parks for fun and leisure. Mainstream are college students or young professionals with an average monthly income of $97,888 and below.

7. Tourist reasons in visiting local oceanariums Ma6ority of respondents regard the variety of attractions and amenities, aside from the brand name, as the first and foremost consideration before going to a destination. Tourists can be able to see the wow factor# from the destination that will create an interest and provide a reason for them to visit the place. This is followed by service 0uality, worldJclass e;hibits, promotion, location, price, value for money, and seen<heard in advertisements. @. +evel of respondent perceptions

65

The combined results from respondents of the two oceanariums reflect that they agreed on the effectiveness and reliability of some marketing instruments used to promote the destinations and reach their target market. !owever, media promotion, company website, and travel agency are somewhat effective for +as ,arolas and should not be taken for granted.

K. Tourist perception towards oceanariums as a destination The proper combination of the different marketing mi; can help the product reach its target market. The researcher agreed after gathering collaterals from tabloids and broadsheet newspapers and upon ocular inspection of the destinations. The marketing mi; used by the establishments helps in establishing their brand as a tourist destination. E. +evel of comparison as perceived by the tourist 4ased on the gathered data, ma6ority of respondents agreed that there is no significant# difference on the way tourists perceived the product positioning of the two local oceanariums in terms of philosophy, product, price, people, process, performance, $*2, and positioning. 4ut for place and promotion, some of the respondents agreed that there is a significant difference between the two destinations. F. Tourist perception when grouped according to nationality, purpose of visit, and average personal monthly income a. "ationality. There is no difference in the way a local or foreign tourist recogni&es a tourist destination as long as it is properly promoted, and it creates an interest for guests to visit the place.

66

b. $urpose of visit. There is no difference on the way respondents of both oceanariums react on the purpose of their visit. Iarious attraction and amenities of a destination are inviting to the tourist to visit the destination for them to have fun and en6oy bonding 0uality time with families and loved ones. c. Average personal monthly income. 4ased on data gathered, low monthly income is not a hindrance for the tourist to visit a destination that is fre0uently visited by the affluent tourist, as long as they are satisfied with their e;pectations based on the promotional material provided by the company. ?. Importance of brand awareness, dynamism, and service 0uality to strengthen product positioning. 5espondents of +as ,arolas and Manila *cean $ark agreed that brand awareness, dynamism, and service 0uality are all important in order for a product to establish its position in the market. 'reating a strong company image in a very competitive industry is not an easy task for the management. It re0uires proper planning and strategy to generate the interest of the public that will create concern about the destination.

67

Conclusions 4ased on the facts and data presented, the following conclusions were drawn: 9. As a destination, +as ,arolas and Manila *cean $ark are generally satisfactory as perceived by tourists from 'lass A, 4, and '. 7. The marketing instruments used by +as ,arolas and Manila *cean $ark are somewhat reliable in promoting the oceanariums to their target market. @. The proper combination of marketing strategies in promoting new tourism destinations are really effective as it helps increase the popularity of the destination, generate income, and create 6ob opportunities. K. The perspective of ,ilipinos in choosing a destination is not much different from foreigners with regards to patroni&ing a tourism product<destination. E. $roduct positioning is very crucial. The generally satisfactory rating received by marketing strategies to position the product is remarkable, particularly +as ,arolas which is 6ust new in the industry. !owever, that is not the most attainable highest rating level for tourist satisfaction and there is always room for improvement.

F. Marketing strategies re0uire careful planning to come up with an effective instrument that could reach the potential target market. Recommendations

68

After the assessment of the findings and conclusion of the study, the following are recommended for product positioning of the two local oceanariums: 4oth *ceanariums: 9. Ma6ority of the respondents are young professionals and students because of the amenities. The management should launch and introduce more attractions to catch the interests of other types of tourists, such as: corporate groups and businessmen. 7. The management should ma;imi&e programs and activities, not only limited to fun and leisure, but also programs and activities that will e;tend the bonding moments of the whole family.
@. A marketing group should be created to formulate a product positioning plan and

focus on establishing its brand name not only in the $hilippines but also all over the world% K. Iiable partnerships with tour operators and travel agencies are needed to include their destinations as part of their tour packages, like in a city tour. The management should come up with an incentive scheme to travel agencies and tour operators to prioriti&e the selling of their destinations in tour packages. E. The management should further improve customer service to establish a service culture within the company that will instill the brand image of the company to the mind of the tourist to attain 988B customer satisfaction. The staff can always make a difference to the overall tourist e;perience.

69

F. The local government concerned should provide support and assistance in promoting tourist destinations in their respective areas. ?. ,urther research may be conducted about the product positioning of $hilippine oceanariums in .outheast Asia. Manila *cean $ark: 9. Manila *cean $ark has almost established its brand. The management should keep on upgrading and updating its attractions in accordance with international standards. +as ,arolas: 9. +as ,arolas should hire more sales personnel to help increase the company brand name to the target market and to promote and disseminate information about the company. 7. +as ,arolas should enhance its company website to be more enticing and engaging to visitors. To increase page views, boost curiosity, and solicit visitor interaction, the website should come up with sweepstakes, contests, and other kinds of promotions. @. .ince visitors patroni&ed the half-price promo of $hp788 for adult guests during the holidays, the management should consider it as a permanent admission fee for the park.

70

RE"ERE0CES

Ardosa, '. 789@.$ress release about +as ,arolas as a +iving Museum or *rnamental fish http:<<www.lasfarolas.com<press-releases Ariola, (. 788?. Customers Perception of the ar!eting ix strategies of

"ha!eys and Pi##a $ut %estaurant. Dnpublished masters thesis, 'entro (scolar Dniversity, Manila

71

Asor, 2. 7898. (ntrepreneurship in the $hilippine setting. Manila: .ampaloc /*riginal work published 788>1 4agarinao, T. 9>>C. A Hournal of !uman (nvironment. (nvironmental 5esearch 7?:7@8. =ungog, M. 789@. 4ottlenose dolphin born in *cean Adventure. http:<<punto.com.ph<"ews<Article<9C8K@<Iolume-?-"o9C<!eadlines<4ottlenose-dolphin-born-in-*cean-Adventure 3o,H.,and 3o,'., ed. 7898. ,undamentals of Marketing in the $hilippine .etting. $hilippines: Manila 3oeldner, '., and 5itchie, 4., ed. 788F. Tourism $rinciples, $ractices and $hilosophies. 'anada -otler, $., et. Al. 7898. Marketing for !ospitality and Tourism. $hilippines: $earson .ean, M 7898 'ommunity-based marine protected areas in the $hilippines: Dnderstanding long-term commitment.

72

DMI =issertations. .anford, 3. 9>>>. A0uarium *wnerRs 3uide. "ew Mork: =- $ublishing. Tonson, M. 7897. $enguins at Manila *cean $ark make a big splash. $ress release http:<<www.gmanetwork.com<news<story<7@?EE><news<nation<

penguins-at-manila-ocean-park-make-a-big-splash

A((endi8es Tourist $erception towards +ocal *ceanariums as =estinations Philoso(hy 2orld 'lass Theme park 'onsidered as an all weather destination with a variety of activities for all ages The park is ideal place for family bonding The park is environmentally friendly *verall Tourist (roduct The architectural and Mean @.C@ K.8> K.@7 K.KC K.9C Mean K.@K +as ,arolas .= 8.>9 8.CF 8.C9 8.FK I.I Agree Agree Agree Agree Mean K.97 K.9? K.K8 K.K8 K.7? Manila *cean $ark .= I.I 8.C? 8.C? 8.?E 8.C7 Agree Agree Agree Agree

8.FE Agree +as ,arolas .= I.I 8.F? Agree

8.?8 Agree Manila *cean $ark Mean .= I.I K.9K 8.>@ Agree

73

interior design of the park is visually appealing to the tourist *ceanarium e;hibit variety of marine species e;udes 0uality of standard with interactive programs that is very educational and fun learning e;perience to the guest of all ages The various activities for visitor inside the park are sufficient Ambiance of restaurant and lounges are very rela;ing, clean and well ventilated The park and restrooms are kept clean, well ventilated and comfortable at all times The park is safe and secure with ''TI cameras and visibility of tourist police The souvenir shops offer a wide variety of merchandise !ighly visible park signages The facilities for elderly guest and people with disabilities are in good order The parking area is sufficient for all

K.8>

8.CF

Agree

K.9?

8.C?

Agree

@.?8

8.>E

Agree

@.>@

8.C@

Agree

@.C?

9.88

Agree

@.>?

8.C9

Agree

K.7K

8.CE

Agree

@.>@

8.>@

Agree

K.8@

8.>7

Agree

K.8@

8.CC

Agree

@.CE @.>@ @.>F @.CK

8.?> 8.>K 8.C7 8.>@

Agree Agree Agree Agree

@.>F K.8K K.8@ @.>8

8.>7 8.CF 8.C9 8.>7

Agree Agree Agree Agree

74

visitors that have private transportation The park is accessible to most banks automated teller machines The public address system is in good condition A suggestion bo; for comments and suggestions is found everywhere *verall Pricing (;hibits provide value for money The price of admission for the attraction is 0uite reasonable The park offers affordable tour packages<promotional discounts *verall Place There is sufficient public transportation in going to the park with minimal traffic problems There is a wide selection of restaurants and food kiosks *ther entertainment and recreational facilities located within the vicinity are sufficient

@.?@

8.C?

Agree

@.C7

8.CE

Agree

K.8F

8.??

Agree

@.>E

8.?K

Agree

@.7@ @.>E Mean @.C9 @.C>

8.C>

Min. agree

@.E> @.>?

8.>C

Agree

8.F8 Agree +as ,arolas .= I.I 8.C> 8.CK Agree Agree

8.FF Agree Manila *cean $ark Mean .= I.I @.C@ @.>7 8.>7 8.C? Agree Agree

@.C? @.C? Mean @.?>

8.C9

Agree

K.89 @.>7

8.CC

Agree

8.?E Agree +as ,arolas .= I.I 8.>F Agree

8.?> Agree Manila *cean $ark Mean .= I.I @.C> 8.CF Agree

@.K@

8.>>

Min. agree

@.>?

8.C7

Agree

@.F>

8.>?

Agree

@.>?

8.C8

Agree

75

,avorable areas for parties, team buildings, conventions and seminars are available *verall Promotion The park offers a variety of packages $romotions thru social media, print media and broadcast media are effective The instrument used in advertising is appropriate to reach target market *verall Peo(le Management is open to comments and suggestions about customer service $ark customer service representative offers a detailed guide map of the facilities Museum<e;hibit guides are very knowledgeable and provides clear information about the product The staff shows professionalism and efficiency with readily provides assistance to visitors that show respect, courtesy and

@.@E @.E> Mean @.@@ @.EK

9.8E

Min. agree

@.?C @.>8

8.CC

Agree

8.C8 Agree +as ,arolas .= I.I 8.>F 8.>F Min. agree Agree

8.?8 Agree Manila *cean $ark Mean .= I.I K.8E K.8E 8.CF 8.CK Agree Agree

@.KF @.KK Mean @.C>

9.8@

Min. agree

@.>C K.87

8.C?

Agree

8.C@ Min. agree +as ,arolas .= I.I 8.CE Agree

8.?? Agree Manila *cean $ark Mean .= I.I @.>> 8.CC Agree

@.C9

8.>9

Agree

@.C?

8.C>

Agree

K.77

8.?@

Agree

K.8C

8.C?

Agree

K.7@

8.?F

Agree

K.97

8.C7

Agree

76

attentiveness *verall Process .taff attendance to visitors re0uest show promptness and sense of urgency .taff values the time of their visitor while inside the park *verall Performance 3uest are satisfied with the overall service of the park $ark e;ceeds customer e;pectations Iisitors can highly recommend to families and friends to visit the area *verall P!& @,ni4ue )ays to sur(rise guestA $lans to open more attractions and e;hibits in the future 'losed encounter program with the animals is a once-in-a lifetime e;perience 4ack of the house tour is available for the tourist will learn how the park takes good care of the animals

K.8K Mean K.9C

8.FK Agree +as ,arolas .= I.I 8.?F Agree

8.?K Agree Manila *cean $ark Mean .= I.I K.8@ 8.CK Agree

K.89

K.79 K.78 Mean K.99 @.CF K.79 K.8? Mean @.?K

8.C9

Agree

K.8E K.8K

8.CK

Agree

8.?F Agree +as ,arolas .= I.I 8.?K 8.CF 8.?? Agree Agree Agree

8.C8 Agree Manila *cean $ark Mean .= I.I K.99 @.>? K.77 K.99 Mean K.9? 8.?K 8.?E 8.C9 Agree Agree Agree

8.?9 Agree +as ,arolas .= 8.>@ I.I Agree

8.F? Agree Manila *cean $ark .= 8.C9 I.I Agree

@.>K

8.C>

Agree

K.9E

8.C?

Agree

@.CC

8.>E

Agree

K.8@

8.CE

Agree

77

$rograms are designed to increase public awareness on the importance of protecting the environment !7erall Positioning The product brand is easy to recall and with recogni&able logo design that reflects the true concepts of the brand The park features facilities and amenities that are at par with those found abroad The park is open to all types of tourist<guest The park is highly commendable to students for the e;hibits with educational values *verall

K.7K

8.CC

Agree

K.77

8.C7

Agree

@.>F Mean

8.?F Agree +as ,arolas .= I.I

8.?9 Agree Manila *cean $ark Mean .= I.I

K.9E

@.>8

8.CF

Agree

K.78

8.?F

Agree

@.?7 K.K@

8.>9 8.?9

Agree Agree

K.8> K.@?

8.?> 8.?K

Agree Agree

K.@> K.97

8.?C 8.F9

Agree Agree

K.@E K.7E

8.?F 8.FF

Agree Agree

$erception of tourist as to strengthen the product position of the local oceanariums Brand a)areness $ark information should be disseminated to different types of advertisement media that is widely Mean @.>K +as ,arolas .= I.I 8.C@ Agree Manila *cean $ark Mean .= I.I K.78 8.?E Agree

78

available 4rand campaign should be relevant to the target market overall *ynamism $ark e;hibit should create a demand for the influ; of visitors The brand should be adoptable to foreign standpoints overall Buality of ser7ice 'ustomer service agent should speak other languages to assist foreign guest The museum guides should be highly trained and e0uipped with product knowledge about oceanarium overall

K.97 K.8@ Mean K.89 @.>> K.89 Mean K.77

8.C7 8.?F .= 8.?E 8.?E 8.F? .= 8.?F

Agree Agree I.I Agree Agree Agree I.I Agree

K.7E K.7@ Mean K.9E K.97 K.9@ Mean K.@9

8.?F 8.?7 .= 8.?E 8.?C 8.?8 .= 8.??

Agree Agree I.I Agree Agree Agree I.I Agree

K.@C K.@8

8.F> 8.FK

Agree Agree

K.@K K.@7

8.?? 8.?@

Agree Agree