ISSN: 2782-893X
eISSN: 2799-0664
ISSN: 2782- 893X
— This study investigated the perceived utilization of the Ps of marketing in promoting tourist destinations in Dapitan City, Zamboanga del Norte, Philippines. A descriptive surveycorrelation questionnaire was administered to 200 respondents across four tourism destinations in the city. The findings revealed a “high extent” of perceived utilization for all 7Ps, with an overall weighted mean of 3.55. A significant difference was found between the utilization of the 7Ps and the respondents’ profiles, suggesting that age, sex, education, and income influence perceptions. Recommendations include focusing on youth-oriented programs, leveraging online and word-ofmouth marketing, and improving infrastructures like restroom and signage. This study found that while Dapitan City’s tourist destinations are perceived to utilize the 7Ps of marketing, further improvement is needed to reach optimal levels of tourist satisfaction. Perceptions of marketing mix utilization are significantly influenced by respondents’ demographics, highlighting the need for targeted marketing strategies. By implementing the recommended strategies, Dapitan City can enhance it tourism offerings and attract a wider range of visitors, ultimately contributing to the growth and success of the local tourism industry. Keywords — Marketing mix, 7Ps, Tourism, Dapitan City