Assessment of Marketability of Tourism Management and Hospitality Programs of the Select Private College

Rechie B. Pabelona; Elyn Mae P. Alcantara

doi:10.18535/ijsrm/v11i04.em07

Abstract

The study aimed to assess the status of Tourism Management and Hospitality programs of the Select Private College in Negros Occidental in relation to the 7 P’s of marketing mix elements namely: product, price, place, promotion, people, process, and physical evidence. The research also sought to identify the strengths, weaknesses, opportunities, and threats through SWOT analysis and the problems and issues encountered by Tourism Management and Hospitality Programs of the institution. To meet the research objectives, 265 students taking BS Tourism Management, Diploma in Travel & Tours Management, Diploma in Hotel & Restaurant Management, and Diploma in Culinary Arts programs were used as participants of the study. The descriptive survey research design was employed in gathering the data, which was collected from a self-made survey questionnaire. The statistical applications used in analyzing the data were the mean, frequency and percentage. It is concluded in this study that students assessed the current status of Tourism Management and Hospitality programs with regards to the 7 P’s of marketing mix elements as fair and so the researcher find necessary actions and strategies to work on with the improvement of all the elements. Also, the SWOT analysis conducted reveals that there are more strength in the school than its weaknesses and more opportunities than threats.

Keywords

Marketing Plan7P’s SWOT matrixProblems and issues encounteredTourism Management and Hospitality Management From construction to agriculture or telecommunicationsthe international spread of tourism has resulted in benefits for the economy and employment

References

Aimin, W., & Begum, S. (2012). Investigating the Impact of Marketing Mix Elements. European Journal of Business and Management, 1-11.Google Scholar ↗
Cirikovic, E. (2014). Marketing Mix in Tourism. Research Gate, 136.Google Scholar ↗
Farrall, C., & Lindsley, M. (2013). The Marketing Mix. The Cambridge University Press, 10-27.Google Scholar ↗
Hameed, A. A.-D., & Mustafah, A. (2014). The impact of services marketing mix 7ps. The Clute Institute International Academic Conference, 1-10.Google Scholar ↗
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Prentice Hall.Google Scholar ↗
Pabelona, R., & Lausa S., (2022). Radio Advertising Influence, Selection Factors and Advertiser’s Satisfaction of Radio Broadcasting in One City. Internal Research journal of Science, Technology, Education and Management, Vol 2 No. 4.Google Scholar ↗
Price, I., Matzdorf, F., Smith, L., & Agahi, H. (2011). The Impact of Facilities on Students Choice of University. ReseaGrch Gate, 1-11.Google Scholar ↗
Provincial Tourism Office of Negros Occidental. (2016). Province of Negros Occidental: Workforce Development Plan. Bacolod City: Provincial Tourism Office of Negros Occidental.Google Scholar ↗
Rovai, A. P. (2017). The Internet and Higher Education. In search of higher persistence rates in distance education online programs, 1-16.Google Scholar ↗
Siakalli, M. (2015). Marketing Mix Strategies. Hephaestus Repository, 33-34.Google Scholar ↗
Schein, R., Wilson, K., & Keelan, J. (2013). Effectiveness of the SWOT Analysis in Marketing. Ontario, Canada: Center for Innovation.Google Scholar ↗
Schembri, J. (2012). Input-Output (IPO) Model. Six Sigma DailyGoogle Scholar ↗
WTTC. (2016). Travel & Tourism Economic Impact 2016. United Kingdom: World Travel & Tourism CouncilGoogle Scholar ↗
Vasigh, B., & Hamzaee, R.G. (2004). Testing Sensitivity of Student Enrollment with Respect to Tuition at an Institution of Higher Education. International Advances in Economic Research, 10(2), 133-49Google Scholar ↗
United Nations Development Programme. (2012). Assessment of Development Results. Switzerland: UNDP.Google Scholar ↗
UNWTO. (n.d.). www2.unwto.org. Retrieved from World Tourism Organization UNWTO.Google Scholar ↗

[refR-1] Aimin, W., & Begum, S. (2012). Investigating the Impact of Marketing Mix Elements. European Journal of Business and Management, 1-11.Google Scholar ↗

[refR-2] Cirikovic, E. (2014). Marketing Mix in Tourism. Research Gate, 136.Google Scholar ↗

[refR-3] Farrall, C., & Lindsley, M. (2013). The Marketing Mix. The Cambridge University Press, 10-27.Google Scholar ↗

[refR-4] Hameed, A. A.-D., & Mustafah, A. (2014). The impact of services marketing mix 7ps. The Clute Institute International Academic Conference, 1-10.Google Scholar ↗

[refR-5] Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Prentice Hall.Google Scholar ↗

[refR-6] Pabelona, R., & Lausa S., (2022). Radio Advertising Influence, Selection Factors and Advertiser’s Satisfaction of Radio Broadcasting in One City. Internal Research journal of Science, Technology, Education and Management, Vol 2 No. 4.Google Scholar ↗

[refR-7] Price, I., Matzdorf, F., Smith, L., & Agahi, H. (2011). The Impact of Facilities on Students Choice of University. ReseaGrch Gate, 1-11.Google Scholar ↗

[refR-8] Provincial Tourism Office of Negros Occidental. (2016). Province of Negros Occidental: Workforce Development Plan. Bacolod City: Provincial Tourism Office of Negros Occidental.Google Scholar ↗

[refR-9] Rovai, A. P. (2017). The Internet and Higher Education. In search of higher persistence rates in distance education online programs, 1-16.Google Scholar ↗

[refR-10] Siakalli, M. (2015). Marketing Mix Strategies. Hephaestus Repository, 33-34.Google Scholar ↗

[refR-11] Schein, R., Wilson, K., & Keelan, J. (2013). Effectiveness of the SWOT Analysis in Marketing. Ontario, Canada: Center for Innovation.Google Scholar ↗

[refR-12] Schembri, J. (2012). Input-Output (IPO) Model. Six Sigma DailyGoogle Scholar ↗

[refR-13] WTTC. (2016). Travel & Tourism Economic Impact 2016. United Kingdom: World Travel & Tourism CouncilGoogle Scholar ↗

[refR-14] Vasigh, B., & Hamzaee, R.G. (2004). Testing Sensitivity of Student Enrollment with Respect to Tuition at an Institution of Higher Education. International Advances in Economic Research, 10(2), 133-49Google Scholar ↗

[refR-15] United Nations Development Programme. (2012). Assessment of Development Results. Switzerland: UNDP.Google Scholar ↗

[refR-16] UNWTO. (n.d.). www2.unwto.org. Retrieved from World Tourism Organization UNWTO.Google Scholar ↗