Marketing Strategies of Selected Travel Agencies in Dagupan City During the New Normal

AUTHOR(S)

ROGER A. MARTINEZ JR. ROSALIE SHERYLL T. ROSALES MERIAM A. SOLOMON DANNAH VALERIE J. DULNUAN

ABSTRACT

— The COVID-19 pandemic severely impacted the tourism industry in the Philippines, including travel agencies. As travel restrictions ease, agencies are adapting strategies to attract clients in the “new normal.” This study examines marketing strategies (Product, Price, Promotion) and challenges faced by selected travel agencies in Dagupan City. The research used a descriptive survey method, with questionnaires administered to participating agencies. Results revealed agencies primarily offered seasonal packages, with limited personalized options. Common pricing strategies included discounts and seasonal adjustments. Promotion relied heavily on social media, while traditional brochures were less utilized. Challenges included decreased bookings, price transparency concerns, and inactive social media platforms. The study proposes measures to address these challenges, such as hiring social media managers. Conclusions emphasize the need for agencies to adapt to changing traveler preferences and effectively utilize promotional tools. Keywords — Tourism, Travel Agencies, Marketing Strategies, COVID-19 Pandemic, Philippines, Product, Price, Promotion, Challenges, Recovery