Promotional Tools Used to Promote Tourism in Kabayan, Benguet

Abstract

This study was conducted in Kabayan, Benguet to identify: the effective promotional tools employed; the challenges and opportunities for the effective development of tourism in Kabayan, Benguet; and the problems in promoting tourist destinations in Kabayan, Benguet. There were 45 respondents composed of 15 domestic tourists and 30 from the community of Kabayan. The research was done from February to March 2016. Survey questionnaires were floated to the respondents to gather the needed data while key informant interview. The data was analyzed through frequency, and percentage. Findings showed that domestic tourists preferred printed t-shirts as the promotional materials, and the business owners mostly sell accessories (wallets, bracelets, necklace, etc.). In promoting tourism in Kabayan, Benguet domestic tourist indicated that social media was the effective promotional tools, while the community indicated that selling souvenir was the effective promotional tools to promote tourism in Kabayan, Benguet. In the constraints of promoting tourism the domestic tourist indicated that limited awareness of the product and service standards needed to compete in the market place, and limited financial support for tourism development. The community also indicated that limited awareness of effective practices needed to provide quality service to customers/visitors and limited awareness of new trends in tourism business practices are the challenges constraining opportunities. The domestic tourist mentioned problems in promoting tourist destination at Kabayan, Benguet these are the said municipality are poor on facilities, tourist guide are not wholesome, lack of safety, cleanliness, activities, distance, and infrastructure on pathways.