Revisiting the Marketing Practices of Travel Agency in Region I, Philippines

Cherry Faunie Gonzales
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Cherry Faunie Gonzales: Philippine Women’s University, 1743 Taft Avenue, Malate, 1004 Manila, Philippines

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 3, 221-227

Abstract: This study is intended to revisit the marketing practices of Travel Agencies in Region 1. The researcher used a descriptive survey questionnaire as the main instrument to gather relevant data from the respondents. The research design used in this study was quantitative, and research data was collected from a total of 30 travel agencies from Pangasinan, La Union, Ilocos Norte and Ilocos Sur that are accredited of the Department of Tourism. Moreover, descriptive statistics was used to analyse and interpret the data. This study revealed that the Product/Service, Price, Place, Promotion, People, Positioning, Processes, and Performance in the 8 P’s of Marketing Mix were Highly Practiced while the Promotion were Practiced. Moreover, the traditional and digital marketing strategies used by the travel agencies were highly effective but there are some were slightly effective.

Date: 2025
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