Best Marketing Strategies to Revitalize Hospitality and Tourism Management Programs in the National Capital Region

AUTHOR(S)

Marcelo P. Villaluna Jr.

ABSTRACT

This research study aimed to determine the best marketing strategies to revitalize hospitality and tourism management programs in the National Capital Region. This study used descriptive research study using quantitative correlation design with survey-questionnaire as the research tool for gathering data pertinent to the marketing practices and effectiveness of marketing strategies adapted by the Higher Education Institutions (HEIs) in the National Capital Region (NCR). The respondents of this study were the selected Higher Education Institutions (HEIs) School Director, Program Heads, Professors, Trainers, Marketing Head, Marketing Associate and Branch Manager. The statistical tool used in this study were Frequency and Percentage, Weighted Mean, and Pearson-R Correlation. The findings revealed that the Marketing Mix Practices of the selected Higher Education Institutions (HEIs) were highly practiced and the Effectiveness of the Marketing Strategies of the selected Higher Education Institutions (HEIs) were very effective. Furthermore, there is a high positive correlation between the Marketing Mix Practices and the Effectiveness of the Marketing Strategies of the selected Higher Education Institutions in the National Capital Region. Therefore, non-performing Higher Education Institutions (HEIs) offering Hospitality and Tourism Management (HTM) Programs must adapt the Marketing Mix Practices and the Marketing Strategies.