CAVITE CAMPUS

A DESTINATION MARKETING PLAN FOR QUEZON PROVINCE, PHILIPPINES

In Partial Fulfillment of the Requirements in

TOUR16H - Tourism Product Development & Destination Management

Second Semester
Academic Year 2020 - 2021

Submitted by:
AREJOLA, Margeoreth R.
FERNANDEZ, Sophia Bernardine A.
RAMOS, Jemaeren Jem J.
SINLAO, Maica Joy D.
TAYAM, Quelvin L.
Bachelor of Science in International Travel and Tourism Management
TTM301

Submitted to:
Mr. Alain Inawat
TOUR16H Instructor

March 27, 2021

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 TABLE OF CONTENTS

TITLE PAGE

I. Executive Summary

A. Introduction…………………………………………………....... 1
B. Background of the Plan ….……………………………………. 3

II. Situation Analysis

A. Target Market…………………………………………………… 6
B. Market Analysis………………………………………………… 7
C. Market Demographics…………………………………………. 11
D. Marker Needs…………………………………………………… 17
E. Market Trends…………………………………………………… 18
F. Market Growth…………………………………………………… 20

References……………………………………………………………….. 24
 LIST OF TABLES AND FIGURES

FIGURE/TABLE PAGE

TABLE 1. Regional Distribution of Overnight Travelers in 4

Accommodation Establishments in CALABARZON
Region on The Years 2017 And 2019 from the data
of the Department of Tourism

EXHIBIT 1. Millennials’ total and regional population (2020) 7

TABLE 2. Number of Recorded Tourist Arrivals by Country of 12

Residence of Tourist in the Province of Quezon in
2018 from the data of Provincial Tourism Offices
(2018)

TABLE 3. Growth Rate of Same-Day Travelers in Quezon 21

Province (2016 – 2020)

TABLE 4. Growth Rate of Overnight Travelers in Quezon 21

Province (2016 – 2020)

TABLE 5. Growth Rate of Overall Tourist Arrivals in Quezon 21

Province (2016 – 2020)

CHART 1. Growth Rate of Overall Tourist Arrivals in Quezon 22

Province (2016 – 2020)

TABLE 6. Number of Tourist Arrivals And its Growth Rate in 23

CALABARZON Region (2019 – 2020)

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I.EXECUTIVE SUMMARY
A. Introduction
Tourism has grown and widened its diversification over the decades and is now
one of the world's fastest-growing economic sectors. According to the data published
by the World Travel and Tourism Council (2019), 10.4% of the world's GDP or Gross
Domestic Product is begotten by the tourism industry, making it one of the largest
global economic sectors. Not only does tourism contribute to the country's revenues
and cultural wealth, but it is also one of the major drivers for the country's growth and
development. The tourism industry is paramount to many economies' success that
not only developing countries are largely dependent on it, but even the developed
ones. Indeed, the tourism industry is a great contribution to today's world.

Nevertheless, with a look at the tourism industry as an economic generator,

today's tourism is characterized by new emerging destinations and increasingly fierce
competition. With this, a matter of how to further develop tourism is confronted by
every country. How can a destination draw tourists and increase its tourist arrivals?
What should be done to grow the revenue coming from tourism activities in the
destination? These are some of what every country or destination faces amidst the
intense competition in the tourism industry. Thankfully, a destination marketing plan
is a tool that can be used to give answers to all these questions. Destination
marketing plan is defined by Vasilyeva (2019) as a "complex of measures and
decisions that must be implemented within a particular period." It is a crucial
component of every country or region's tourism growth strategy.

The Philippines have also recognized tourism "as an indispensable element of

the national economy and an industry of national interest and importance," as stated
in Section 2 of Republic Act No. 9593 or The Tourism Act of 2009. The said section
also furthered that tourism is a significant source of jobs and livelihood, an engine of
socio-economic development, and a source of national pride for the Filipinos.
Although there are already a lot of established and well-reputed tourist destinations in
the Philippines like Boracay, Cebu, Ilocos, and Palawan, there are still thousands of

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 hidden gems lying on the islands of the archipelago of the Philippines that are just
waiting to be discovered.

Among the 17 regions in the Philippines, Region IV-A or the CALABARZON

region has somewhat established its distinct reputation among tourists. Cavite has
already positioned itself as the "Historical Capital of the Philippines," with it being the
home of the Philippine Declaration of Independence from the Spanish colonial rule in
1898. Laguna, dubbed as the "Resort Capital of the Philippines," has undeniably
captured the hearts of both the local and international visitors with its extensive
networks of resorts and swimming pool attractions. With Batangas, the first thing that
might come to one's mind when they hear this province is, of course, its rich,
stunning beaches that are just three hours away from the hustle and bustle of Metro
Manila. Rizal is renowned for its mountainous ranges that offer a panoramic view of
Metro Manila in its urbanized places in Antipolo. While Quezon takes pride in its
spectacular faith tours, from its spiritual and mystical attractions like Mount Banahaw,
to its great festive treats, like the Pahiyas festival celebrated every May of each year.
Nonetheless, despite being a breathtaking place of nature and culture, the province
of Quezon still receives the least recognition and remains underrated among its
neighboring provinces in the region. Hence, this group aims to develop an effective
destination marketing plan so as to promote more of what the province of Quezon
has to offer and to successfully draw tourists therein.

B. Background of the Plan

The “ZON” in CALABARZON is the province of Quezon. It is a first-class

province that is bounded by Aurora province on the north, Laguna and Rizal on the
west, Batangas province on the southwest, and Camarines Norte and Camarines Sur
on the southeast. It is composed of thirty-nine municipalities, one component city,
Tayabas, and one highly urbanized city, Lucena, its provincial capital. The Quezon
province has a total land area of 870,660 hectares, representing the largest land area
share in the region with almost 53.21% and sixth largest in the Philippines (2.56%).

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Agriculture and fishing are the major economic activities in the province, apart from
services and industry, while tourism has been developing rapidly as another.

Unknown to many, Quezon Province is a hidden paradise in the form of beaches

and mountains and is just waiting to be tapped and discovered. It houses 709 tourist
destinations that are ready to welcome the province's tourists with open arms; 321 of
which are natural, 74 are historical, 32 are man-made, 78 are cultural festivities, 14
are religious attractions, 203 resorts, hotels and restaurants, and one agri-tourism
attraction (Province of Quezon, n.d.). Some of its main attractions are: (1) Kamay Ni
Hesus Healing Church; (2) Mount Banahaw; (3) Puting Buhangin; (4) Cavinti
Underground River and Caves Complex; (5) Balagbag Falls; (6) Lucena Perez Park;
and (7) Dampalitan Island. Indeed, Quezon province is a massive province that has a
lot to offer when it comes to tourist destinations. However, to most tourists, it is just a
long passageway to reach other provinces and regions.

In 2017, the province of Quezon was granted the region's "Tourist Destination of
the Year" by the Department of Tourism (DOT) CALABARZON. This is for the
recognition of the province's achievement of having 6.3 million same-day tourist
arrivals in August 2016 during the "Niyogyugan" Festival, an annual festival that
showcases colorful and lively activities that make the province an attractive tourist
destination, with various items coming from different cities and municipalities that
also reflect their culture (Trinidad, 2017). With this number, the province of Quezon
has the greatest number of same-day tourists in the region. However, when it comes
to overnight travelers in accommodation establishments therein in the same year,
Quezon has the least total among its neighboring provinces in the region, with only
642,117 overnight travelers.

Moreover, in 2019, the year before the pandemic started, the Department of
Tourism has recorded a number of 61,075,494 same-day travelers and 8,918,877
overnight tourists in the CALABARZON region, with the province of Quezon
accounting for 10,894,697 same-day travelers and 1,301,846 tourists who stay
overnight. The former suggests that the province of Quezon is competitive when it

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 comes to excursionists; nevertheless, the latter may look overwhelming, but in fact,
this is still the least of all the provinces in the said region. Rizal took the number 1
spot with 2,687,704 overnight travelers, followed by Batangas with 2,164,183, then
Cavite with 1,453,087, and then Laguna with 1,312,417. To further illustrate, found
below is the regional distribution of overnight travelers in accommodation
establishments in the CALABARZON region in the years 2017 and 2019.

TABLE 1. Regional Distribution of Overnight Travelers in Accommodation

Establishments in CALABARZON Region on the Years 2017 And 2019 from the data of
the Department of Tourism
REGION/PROVINC JANUARY – DECEMBER 2017
FOREIGN OVERSEAS DOMESTIC TOTAL
E
TRAVELERS FILIPINO TRAVELERS 2017
REGION IV-A 282,897 690 4,848,156 5,131,743
CALABARZON
BATANGAS 59,612 334 1,448,737 1,508,683
LAGUNA 79,966 96 1,193,830 1,273,692
CAVITE 134,528 0 788,316 922,844
RIZAL 4,458 0 779,859 784,407
QUEZON 4,443 260 637,414 642,117
REGION/PROVINC JANUARY – DECEMBER 2019
FOREIGN OVERSEAS DOMESTIC TOTAL
E
TRAVELERS FILIPINO TRAVELERS 2017
REGION IV-A 244,111 4,565 8,670,201 8,918,877
CALABARZON
RIZAL 14,124 0 2,673,580 2,687,704
BATANGAS 136,148 58 2,027,977 2,164,183
CAVITE 67,259 0 1,385,828 1,453,087
LAGUNA 19,776 52 1,292,589 1,312,417
QUEZON 6,804 4,455 1,290,227 1,301,486

As seen on the table above, domestic travelers constitute the majority of the
total overnight travelers in the province of Quezon. Hence, it can be inferred that
Quezon is not that attractive to foreign travelers, especially in the year 2019, when
the Philippines recorded its all-time high for tourist arrivals with 8.26 million
international visitors (Department of Tourism, 2020). It can also be understood that

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 tourists in Quezon are less likely to spend their night in the province; thus, the million
difference between same-day travelers and overnight tourists therein. Our group
emphasizes overnight staying tourists for they make significant revenue for the
province than the day tourists who tend to just eat and leave. More data with regard
to the tourist arrivals in the region and the province of Quezon will be further
discussed in the succeeding sections.

With its 709 tourist destinations, the huge potential of Quezon Province for
optimal utilization of tourism and significant revenue generation from the industry is
indisputable. We strongly believe that it just needs to be explored and marketed the
right way. As Tiongco (2019) asserted, one of the issues that defer the growth of
tourism in the province of Quezon is the absence of an aggressive marketing and
promotions campaign. This destination marketing plan thus aimed to devise a
strategic plan to market and promote the province of Quezon as a one-of-a-kind
authentic tourist destination so as to not only encourage more tourists to come and
discover more of what the province has to offer but also to build high levels of loyalty
and advocacy to increase the number of returning visitors, thereby bringing an
equitable benefit to the community of Quezon province.

II. SITUATION ANALYSIS

A. Target Market
To many tourists, the Province of Quezon is known for its rich coconut
plantations, religious sites, and rice farms. While the rest of the region (i.e., Cavite,

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Laguna, Batangas, and Rizal) feature well-known destinations, stowed away gems are
yet to be discovered in the province of Quezon–quaint islands, serene beaches, and
rugged mountains–to which nature enthusiasts can be drawn into. Foreign tourists and
several backpackers do not see Quezon Province as one of their go-to destinations in
the country. It is evident in the track record from the Department of Tourism last 2019.
The reports have shown that the total number of foreign tourist arrival at Quezon
Province, for both overnight travelers and same-day tourists, is relatively low compared
to the total number of arrivals made by domestic tourists. It appears that the tourist
arrival for foreign travelers in the year 2019 only accounts for 45,294 (0.37%) which is
not far from the record of overseas travelers with a number of 4,445 (0.04%). Having a
well-established number of domestic travelers visiting the province, with a total of
12,076,434 (99.59%) tourist arrivals, this goes to show that the existence of its
destinations–even the place itself, is still unknown to many, specifically to foreign
travelers who prefer to visit common destinations.
Lots of considerations have been taken into account before our group came up
with a decision on which target market is the rightful choice for our Quezon Province
marketing plan. Considering all the factors that have been mentioned in the first
paragraph, the group has agreed to use millennial foreign travelers as the target market.
Millennials for their distinct characteristics, behavior, values, and meaning they give to
tourism; while foreign travelers for the reason that domestic travelers, as
abovementioned, are already well-established. The combination of these two markets
constitutes one distinct market segment: millennial foreign travelers, in which our group
strongly believes will be the best target market for this destination marketing plan for the
province of Quezon.
To avoid confusion, Millennials, also known as Generation Y or Gen Y are
defined as a group of consumers who grew up during the Millennium period, they are
anyone born between 1981 and 1996 (Dimock, 2019). Millennials, more than any other
generation, adapt to the utilization of modern technology (i.e., commonly smartphones
and computers). The preferences of millennials when it comes to experiences also
extend to their marketing tastes. This generation tends to be well-informed and tech-
savvy, provided that the internet is currently accessible for most people (Sherman,

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 2021). By using their social media accounts, millennial foreign travelers will be able to
raise awareness, provide the necessary information, and even promote tourist
destinations that may influence a wider range of audiences. One of our reasons for
choosing millennial foreign travelers as our target market is for them to encourage other
nationalities to visit not just the Philippines but also the province of Quezon and
discover the alluring destinations it takes pride in. Also, foreign travelers for the reason
that they tend to stay overnight and spend more than domestic tourists. As a result, the
arrival receipts not only for same-day tourists but most importantly for overnight
travelers will improve. This means higher revenue and better benefits for the province of
Quezon and its people. We are very much convinced that identifying millennial
international tourists as our target group is one of the most important aspects of
promoting Quezon Province; it will be extremely beneficial in gaining further popularity
for the province, not just in the Philippines but all over the world. To encourage
millennial travelers from different parts of the world to visit the province of Quezon,
consequently increasing its tourist arrival receipts and paving a way for the said locality
to be known is like having two strings in one bow. For the reason that Millennials are the
largest generation to date, their thoughts and feedback are considered relevant and
significant. Millennials also have the highest purchasing power, making them a perfect
demographic for any tourist destination (Widmer, 2020).

B. Market Analysis

Exhibit 1: Millennials’ total and regional population (2020). An analysis based on the
2019 Revision of World Population Prospects, United Nations (2019)

Of the 1.8 billion millennials worldwide, 1.1 billion, or more than 60%, live in Asia,
while 300 million, or 16%, live in Africa. Because four of the world's five most populated

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countries are in Asia–China, India, Indonesia, and Pakistan–this pattern is unsurprising.
150 million millennials live in Europe and Latin America or the Caribbean, while the
majority live in North America and Oceania (United Nations, 2019). All the above-
mentioned illustrate the number of potential foreign tourists to whom the marketing plan
has been purposely prepared for, despite the disparity in geographic distribution as
shown in Exhibit 1. Based on the 2019 track record from the Department of Tourism
about the total number of foreign tourist arrival at Quezon Province, the tourist arrival for
foreign travelers only account for 45,294 (0.37%), including the overnight travelers and
same-day tourists. We can say that it is quite low compared to the total number of
arrivals made by domestic tourists with a total of 12,076,434 (99.59%). As illustrated,
the number of domestic tourists visiting the locality has already been well-established.
Through this marketing plan, we aim to make a significant contribution in escalating the
number of tourist entries within Quezon Province. As persistently mentioned, Region IV-
A, or the region of CALABARZON, has entrenched its prominence among tourists,
some having bustling cities, while others having historic towns, but Quezon Province
remains the least visited among the provinces comprising the region. While the
destinations within the province of Quezon are not unfamiliar to frequent travelers, it is
evident that, with the numbers shown, they do not receive the same amount of love or
exposure as iconic destinations and holiday hotspots do from both international and
domestic tourists. The fact that other destinations have already built their reputations is
a competitive advantage that hinders the ability of Quezon Province to increase tourism
expenditure, specifically made by international travelers, to attract more visitors while
providing them with satisfying, memorable experiences, and to do so profitably while
improving the well-being of the province’s residents. For instance, instead of going to
Quezon for a fun-time at the beach in Region IV-A, recommendations coming from
different online platforms will most likely encourage tourists to go to Batangas. Another
challenge is the preparation of Quezon Province for capacitating the tourists and
ensuring their security. This point must be recognized if sites begin to grow their tourism
industries. Transients with the required facilities and services must be provided,
including the act of going beyond the traditional institutional argument that unpopular
sites will be unable to fulfill the requisite bureaucratic requirements.

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 In view of the importance of formulating an effective marketing plan, promoting a
destination image should begin by learning about the characteristics, interests,
behaviors, and viewpoints of tourists, especially the target market, and the travel trade.
understanding and shaping their views into appreciating the beauty of Quezon Province.
According to the research entitled “Millennials: A New Trend for the Tourism Industry”
by Sofronov (2018), the specified generation take an average of 35 days in going to
vacations each year, coming from different parts of the world, defying the trend through
increasing their annual travel spending. This was furthered by Ovolo Hotels (2013) who
asserted that millennials are natural travelers with 60% of them seeing travel as an
essential part of their lives and “are expected to keep looking for tourism experiences
also when older.” Authenticity, fulfillment, and sustainability are essential factors
considered by millennial international tourists when visiting a destination; they like being
offered with a unique experience, great customer service as well as giving value for
their time and money (i.e., meeting expectations when it comes to accommodations,
travel, and tours facilitation and other tourism products purchased). Also, it goes without
saying that millennials lead on technology adoption measures (Vogels, 2019). As
millennials prefer online entertainment over traditional cable or television, advertising a
particular product or service to the demographic has adapted to become more specific.
With the power of social media advertising and influencer marketing, these ways of
marketing are currently becoming the new norm for brands and even for promoting
various tourism products. In line with this, with the establishment of social networking
sites, groups, pages, and other online platforms that help dismiss some of the common
misconceptions about the province of Quezon such as being just a long passageway to
reach other provinces and regions, foreign tourists will gain a better understanding and
shaping their views into appreciating the beauty of Quezon Province.

Furthermore, as analyzed from the recent research of Mya (2020) and Vital
Millennial Travel Trend Statistics by Condor Ferries (2020), there are several purposes
pursued by travelers deriving from Generation Y. Provided that these millennial tourists
travel from their countries of origin to another, most of such movements are the results
of the social media fueling the millennial travel craze, their primary aim while traveling is
to immerse themselves in a new culture given–cultural authenticity was ranked as the

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most important aspect of the overall travel experience by 60% of the millennial
population. 62% of business travelers among the same group are likely to extend their
trips for cultural purposes. Moreover, they often found sampling local cuisine to be an
essential part of their journeys, which is arguably an important part of any destination’s
culture. 13% of millennials, more likely than other cohorts, check out historical or
culturally significant travel destinations. Moreover, 78% of the said population seek for
educational tours–discovering new cultures, friends, foods, and languages as a result of
their travels. Most of them are also known to travel at a time in which self-discovery is
vital: when they want to blaze their own trails, be active, and see the unexpected. As
compared to traditional practices of other generations, 75% of millennial travelers want
to raise the amount of time they spend traveling abroad. Furthermore, thrill-seeking
millennials are twice as likely to engage in risky activities for the sake of exhilaration and
experience. Based on the report about Millennials Travel Spending Statistics by Condor
Ferries (n.d.), millennial tourists take approximately 5.6 trips per year, compared with
4.4 for Generation Z, 4.0 for Generation X, and 3.5 for Boomers. Industry data also
shows that 33% of millennials' travel spending budgets are typically around $5000+ a
year. To further elaborate, US millennials spent $200 billion on travel last 2018 wherein
55% of the cohort wanted to increase the volume of trips. The same statistics presents
a ratio that almost 3 out of 4 millennials wanted to increase their spend on travel
experiences, rather than physical products. Being submerged in a new cultural
experience is preferred by 86% of millennials over activities such as partying and
shopping by 44% and 28%, respectively. More data indicates that this generation's
general travel pattern is growing, as they book more trips; we can also anticipate them
to spend even on traveling in the future. The fact that millennials are willing to spend
this much for travel, the primary reason why the said age group most likely transcends
into debt, is a persuasive justification to focus marketing efforts on the said generation.
As Pendergast, Benckendorff, and Moscardo (2010) asserted, millennials are not just
vital for today’s tourism but “they are also the tourists of the future.” With that, proper
analysis of these attributes and numbers is one of the crucial components that will
definitely help in filling the required information and making wise decisions in planning,
formulating, and providing copious tourism products and services.

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 When it comes to tourist attractions, Quezon Province has a lot to offer–exquisite
seacoasts, scenic landscapes. Hidden paradise in the form of beaches and mountains
is just waiting to be found, prompting the provincial government to launch an all-out
campaign to promote the province's burgeoning tourism industry. In order to do that,
one of the key measures to take in attracting foreign tourists is by differentiating it from
the competition and by advertising it as an all-season visitor destination. Appealing to a
global market is a perfect way to reinvigorate the image of Quezon Province and
increase public awareness. Another reason to target a worldwide audience is that
international tourists prefer to stay longer, due to the fact that they usually have four to
six weeks of paid leave, insinuating that they will likely spend more money while staying
at the destination. A rise in Quezon Province’s tourism will also assist in the stimulation
of its economic flow along with the development of more jobs within the destination.
Propositions for the advertisement and development of the various tourism products
offered within the province of Quezon will further be discussed in the following sections
of this marketing plan.

C. Market Demographics
The tourism industry has become so important to the success and continuance of
various economies that both developing and even first-world countries have become
heavily reliant on it. However, tourism is not only one of the world's fastest-growing
economic sectors but also considered as an important foreign exchange earner around
the world. Rates regarding the trade of various national currencies or units of account,
referred to as foreign exchange rates, have a major impact on a country's economic
health and, as a result, on the well-being of its people. According to the Department of
Trade and Industry (2012), the diverse scenic beauty and historically significant sites in
the Philippines have helped spur the growth of the country’s tourism industry to a great
extent leading to an average daily expenditure of almost 110 US dollars by foreign
tourists last 2017. In terms of international visitors, the Philippines warmly welcomed
more than 7.1 million foreign visitors in 2018, breaking its record with a 7.65% increase
from 2017’s figure of 6.6 million international visitors, despite the 6-month closure of the

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country’s top tourist destination Boracay (Rey, 2019). In this figure, data of DOT showed
that South Koreans remained to be the Philippines’ main source market with 1.59
million, followed by Chinese tourists with a record high of 1.26 million arrivals.
Moreover, over the last decade, the total daily expenditure of international visitors to the
Philippines has doubled. Despite all these, as previously mentioned, the arrivals of
foreign travelers are comparatively low in number as domestic travelers constitute the
majority of the total travelers, for the same day and overnight, in the province of
Quezon. To further, below is the table that displays the number of recorded tourist
arrivals by country of residence of tourists in the province of Quezon in the year 2018.

TABLE 2. Number of Recorded Tourist Arrivals by Country of Residence of Tourist in

the Province of Quezon in 2018 from the data of Provincial Tourism Offices (2018)

COUNTRY OF RESIDENCE NUMBER OF TOURISTS

Philippines 1,085,903
ASIA
ASEAN 61
Indonesia 4
Myanmar 2
Singapore 4
Thailand 26
Viet Nam 21
EAST ASIA 881
China 156
Hong Kong 20
Japan 416
Korea 277
Taiwan 12
SOUTH ASIA 189
Bangladesh 2
India 147
Iran 22
Nepal 18
MIDDLE EAST 61
Egypt 2
Jordan 22
Saudi Arabia 34
United Arab Emirates 3
AMERICA
NORTH AMERICA 337
Canada 63

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U.S.A. 274
SOUTH AMERICA 26
Argentina 8
Colombia 7
Peru 8
Venezuela 3
EUROPE
WESTERN EUROPE 271
Austria 24
Belgium 2
France 117
Germany 75
Netherlands 38
Switzerland 15
NORTHERN EUROPE 141
Denmark 19
Finland 10
Ireland 12
Norway 18
Sweden 35
United Kingdom 47
SOUTHERN EUROPE 122
Greece 1
Italy 104
Spain 17
EASTERN EUROPE 18
Polar 10
Russia 8
AUSTRALIA/PACIFIC 40
Australia 30
New Zealand 4
Papua New Guinea 6
AFRICA 11
South Africa 11
OTHERS/UNSPECIFIED 9,983
TOTAL NON-PHILIPPINE RESIDENTS 2,472
OVERSEAS FILIPINO** 3,488
** Philippine passport holders
permanently residing abroad excluded
Overseas Filipino Workers
GRAND TOTAL GUEST ARRIVALS 1,091,863
Source: Provincial Tourism Offices

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 As illustrated in the projection of tourist arrival receipts, the market segment
coming from Japan yielded the highest number of entries with a total of 416 visitors
going to the province of Quezon in 2018, followed by Korea with 277 visitors.
Interestingly, the Quezon province was able to cater to different visitors who came from
different sides of the world, with visitors coming from 6 out of 7 continents of the world.
Regardless of the figures, it is still undeniable that domestic travelers greatly outnumber
international tourists when it comes to visiting the province.
For a better understanding of the chosen market segment, it is important to look
into the statistical characteristics of the population identified. (e.g., age, educational
level) Researchers use generational cohorts to monitor shifts in attitudes over time. It
helps in understanding how various formative experiences (e.g., global events and
technological, economic, social shifts) interact with the life-cycle and aging process to
shape people's worldviews. In a study from Dimock (2019), he stated that Pew
Research Center has been evaluating social attitudes on controversial subjects and
tracking variations in those attitudes across demographic groups for decades, to which
they discovered individuals born between 1981 and 1996 (i.e., ages ranging from 25 to
40 years old this year) are considered as Millennials. In 2020, the said generation
accounts for approximately 1.8 billion people worldwide, about 23 percent of the global
population which is higher than any other adult demographic in terms of population.

The millennial generation is often the subject of discussion in statistics, economic

analyses, and news items due to its significant distinction from previous generations.
The said generation, in particular, is often cited by analysts and institutional investors as
having the greatest potential to shape societies in the coming years. The societal
influence of this generation has traditionally been determined not just by its size, but
also by other characteristics that define the generation. According to Woroch (2020),
one of the principal factors for this generation's behavioral differences from earlier
generations is that they were associated with technology from a young age, using
handheld devices as children and computers in primary school. As a result, social and
economic factors such as education level and life stage appear to be among the most
important determinants of the millennial generation's overall effect. According to Fry,
Igielnik, and Patten (2018), millennials are extremely well educated, with 36 percent of

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females and 26 percent of males holding a bachelor's degree. In addition, as reported in
a study from Wittgenstein Centre Human Capital Data Explorer (n.d.), more than half of
the world's millennials have completed secondary education last 2020, with nearly a
quarter having completed post-secondary education, and to which previous generations
have been considered quite behind in terms of education. Moreover, 57 percent of
millennials have never been married and are now one in every four parents, despite the
fact that many are still single. Just 56 percent of minorities identify as white. Millennials
are more likely than previous generations to be members of a racial or ethnic minority.
They are also considered to be city dwellers, with 88 percent of them living in
metropolitan areas.

As several millennials have financial commitments, including mortgages, they

have a growing obligation to act more conscientious when it comes to money and
spending habits (Law, 2021). On the contrary, the effect of the millennial generation on
society all over the world can most likely be determined by their life stage. Family and
career are two important elements of the life stage evaluation. Barclay & Myrskylä
(2018) stated that “the delay of family formation and childbearing has been a major
demographic and behavioral trend in the late 20th and early 21st centuries”, especially
in advanced economies, and one that has influenced economic developments. As a
result, the millennial generation had children later than the earlier generations wherein
projections also indicate that they would have less offspring than previous generations.
Part of this shift in behavior may be due to the rise of more individualistic or
entertainment-focused ideals, and part of it could be due to less assured or consistent
career growth (Bohk-Ewald et al., 2018). With more time without children or family
obligations, millennials are given more time for both "work and play". Millennials, who
are currently in their mid-20s to late 30s, make up a larger segment of the population
than any previous generation, have higher levels of education, and are deferring family
formation in order to invest in other facets of life (e.g., education, leisure, and
employment). These shifting trends of social and economic activity are likely to have a
significant impact on global economic outcomes and different industries such as
tourism. This year, global millennial purchasing power is projected to hit $3.3 trillion,
making Millennials an important audience for brands of all kinds to target (Sachs, 2021).

15
 As researchers, we are fully aware that the understanding of our chosen market’s
demographics is one of the keys in attaining the objectives of this marketing plan–the
attainment of the growth, promotion, and recognition truly deserved by the province of
Quezon. Not only do we need to be informed regarding these data, but it is also
essential to fully analyze the profiles and movements of the chosen market segment in
order to determine the products and services that should be made available for
consumption. By means of conducting a thorough research to construct an effective
plan, foreign millennial tourists will eventually be well-informed regarding Quezon
Province’s enticing destinations.

D. Market Needs
With 709 tourist destinations constitutive of a variety of wonders, Quezon can
cater to the dynamic needs of its tourists. From natural attractions to historical, cultural,
religious, up to man-made attractions and agri-tourism, Quezon has it all. A study
conducted by Valdez (2019) also suggests that the tourism industry in the
CALABARZON region is highly attractive for tourists having provided the safety and
security they need, as well as having complete facilities, well-trained staff to attend to
their needs, and a friendly local community. Despite these, tourist arrivals in the
province of Quezon, especially in terms of foreign travelers and overnight staying
tourists, are lacking. With that, as discussed in the preceding sections, this destination
marketing plan targets millennial foreign travelers for the belief that the establishment of
this new market segment in Quezon province will significantly impact its tourist arrivals;
thereby bringing equitable benefits for the province and its communities. Nonetheless,
in order to successfully formulate strategies that will effectively draw the said market to
visit the province of Quezon and maximize the potentials of tourism therein, it is
imperative to identify, understand, and cater to what they want and need. With that,
below are the things millennial foreign travelers demand from the travel and tourism
industry.
Previous studies on millennials suggest that travel means novelty for them: “the
possibility to evade the quotidian, to try a different lifestyle, to live new experiences, to
visit new places and to acquire new knowledge” (UNWTO and WYSE Travel

16
Confederation, 2016). To further, according to SiteMinder (2020), 60% of millennial UK
travelers seek authentic culture as the most important part of their travel experiences as
they want to live like locals when they travel. In a different survey done by Condor
Ferries (2020), 86% of millennial travelers chose new culture over 44% who wanted to
party, and 28% who want to shop for their traveling purposes. With that being said, they
have a strong demand for immersive travel where they can make a difference in the
world and have a robust emphasis on quality and genuineness. Therefore, they need
authentic travel experiences that foster their quality of life, which can be achieved with
kinds of tourism like ecotourism, community-based tourism, and the like. Moreover,
they steer clear of conventional marketing like package deals, therefore they are in
need of more credible sources like word-of-mouth referrals and trusted publications for
them to plan their tour. They also do a lot of research using the internet in planning their
trip, so they need reliable sources as honest reviews to be available on the internet.
Nonetheless, this does not mean that millennial foreign travelers will completely ditch
the service of tour operators and travel agents. Even this market tends to be
spontaneous in the sense that they have a lower level of tour planning and just do what
comes on the spur of the moment, they are still in need of the services tour operators
and travel agents has to offer, given that the millennial foreign travelers will be able to
adjust their schedule and customize their trips. In fact, as per SiteMinder (2020), 68% of
millennial travelers want to split their travel costs with others, in which can be achieved
through group packages.
Not only that, but it also goes without saying that this market segment needs
technology. According to SiteMinder (2020), 56% of these travelers like to post a photo
or video of their tour on their social media platforms during their trip. As the first “digitally
native” generation, millennial foreign travelers love to share, thus they need great
reception, Wi-Fi connection, applications, and accessibility via a lot of different
technology channels. They also demand safety and security. To supplement, the
statistics of SiteMinder (2020) suggest that 68% of Chinese millennial tourists asserted
that they worry about their safety and security when traveling abroad. When it comes to
accommodation, 73% of global travelers are more inclined in staying in an eco-friendly

17
 accommodation when traveling; thus, the need to develop more eco-friendly
accommodations that also offer unique and authentic experiences.
With these, this destination marketing plan is anchored towards satisfying the
identified needs of the millennial foreign travelers so as to cultivate the tourism industry
in the province of Quezon as one of their most desirable and go-to tourist destinations.

E. Market Trends
The province of Quezon is gifted with natural marvels. It is one of the most
picturesque provinces in the Philippines that is rich not only in culture and heritage but
also in mystical attractions like the well-known Mount Banahaw. For this reason, it has
been a popular summer and weekend destination, especially with its proximity to
Manila. Quezon was awarded as CALABARZON region’s “Tourist Destination of the
Year” in 2017 for its achievement of 6.3 million same-day tourists during the
“Niyogyugan” Festival it hosted in August 2016 (Trindad, 2017). However, the province
does not seem to satisfy what foreign travelers look for in a destination, as determined
by their tourist arrivals, with foreign travelers constituting only 1% of Quezon province’s
annual total tourist arrivals, whereas domestic travelers account for 99%. This has been
our primary reason as to why we identified millennial foreign travelers as our target
market.
Millennial travelers are reshaping how travel works. Data by Condor Ferries
(2020) shows that 86% of millennials travel seek to experience and culture travel where
they immerse themselves in their destinations, away from tourist traps. Millennial
travelers neglect common or homogenized tourism products and seek new solutions,
ideas, and emotions or, in short, new experiences (UNWTO and WYSE Travel
Confederation, 2008). This points out that millennial travelers travel with a purpose.
They do not travel for the sake of traveling, instead, they travel so as to experience what
it feels like being a local and to make a difference. The province of Quezon seems to
adopt well with this trend as the development of ecotourism and community-based
tourism in the province has also been on the rise. To further, LGUs in the province of
Quezon has been committed to packaging the community of Dumagat in Mauban ever
since 2016 so as to become a “school of living traditions,” where tourists will be able to

18
 witness and experience the “raw” and indigenous practices therein like cooking and
weaving. It just needs aggressive marketing and promotions, which is the core objective
of this destination marketing plan.
Furthermore, millennial travelers steer clear of conventional marketing like
package deals as they tend to rely on credible sources in planning their tour, like word-
of-mouth referrals, their own research, and other trusted publications. They are
spontaneous in the sense that they have a lower level of tour planning and just do what
comes on the spur of the moment. Travel for millennial travelers is not a planned
venture to be prepared and book well in advance and for Karam (2020), social media is
the trigger of this trend. This was furthered by Condor Ferries (2020), in which they
asserted that the decision of millennial travelers to travel is influenced by social media
and other user-generated content like forums and reviews. It is known to everyone that
the generation of millennials grew up in a technologically advanced world where
traveling and communication go hand-in-hand and are way simpler and easier more
than ever before. From research up to the booking, these are done by millennial
travelers using their gadgets in which 87% of them use Facebook in finding inspiration
for their travel and over 50% used other social media platforms like Twitter and
Pinterest (Condor Ferries, 2020). Furthermore, 97% of millennial travelers also love to
share their travel experiences on their social networking sites, with two to three posting
each day (Condor Ferries, 2020). Indeed, smartphones are at the core of everything in
a millennial’s travel.
These trends ultimately suggest that millennial’s travel is different from other
generation’s travel. With social media being a pivotal influence, millennial travelers’
travel patterns suggest that this market segment is hungry for learning, experience,
culture, and knowledge; thus, more knowledgeable, more experienced, more educated,
more environmentally conscious, more agile, more self-sufficient, more quality-
conscious, and harder to please than other generations.

F. Market Growth

In 2016, the Quezon province recorded a total of 6,335,025 same-day visitors,

which contributed to the province being rewarded as the “Tourist Destination of the

19
Year” in Region IV-A, and 642,117 overnight visitors. Little did they know, a brighter
future awaits tourism in the province. In 2018, tourism in the said region dramatically
grew with an increase of 58.44% in terms of same-day tourists and 39% in terms of
overnight tourists, with Quezon province contributing a total of 10,989,183 same-day
tourists and 1,108,235 overnight travelers. Tourism in Quezon province showed no
signs of stopping with 10,824,697 same-day tourists and 1,301,486 overnight travelers
in 2019. To further, found below are the tables illustrating the growth rate of Quezon
province’s tourist arrivals.

TABLE 3. Growth Rate of Same-Day Travelers in Quezon Province (2016 – 2020)

Indicator 2016 2019 Growth Rate

Domestic 6,325,009 10,786,207 70.53%
Foreign 10,016 38,490 284.285%
TOTAL 6,335,025 10,824,697 70.87%

Source: Department of Tourism

TABLE 4. Growth Rate of Overnight Travelers in Quezon Province (2016 – 2019)

Indicator 2016 2019 Growth Rate

Domestic 808,541 1,290,227 59.57%
Foreign 7,196 6,804 -5.45%
Overseas Filipino 127 4,445 3400%
TOTAL 815,864 1,301,486 59.52%

Source: Department of Tourism

It can be seen on the above tables that in a span of four (4) years, the province
of Quezon has recorded an overall increase of 70.87% or 4,489,672 same-day travelers
and 59.52% or 485,622 overnight tourists, which is undeniably a drastic growth. It is

20
also evident that the growth of same-day travelers in the province is much higher,
especially when it comes to foreign travelers than those who stay overnight.

TABLE 5. Growth Rate of Overall Tourist Arrivals in Quezon Province (2016 – 2019)

Indicator 2016 2019 Growth Rate

Domestic 7,133,550 12,076,43 62.29%
4
Foreign 17,212 45,294 163.154%
Overseas Filipino 127 4,445 3400%
TOTAL 7,150,889 12,126,17 69.58%
3
Source:

Chart 1. Growth Rate of Overall Tourist Arrivals in Quezon Province

(2016 – 2019)

12097418
14000000 12126173
12000000 7150889 7453932
10000000 12047882
8000000 12076434
7133550
6000000 7439546
4000000 127
17212 260 Total Tourists
2000000 3488
14126 4445
Overseas
0 46048
2016 45294
Foreign
2017
2018 Domestic
2019

Domestic Foreign Overseas Total Tourists

The
table and
chart above illustrate the combination of same-day travelers and overnight travelers in
Quezon province, which suggests a sharp increase of overall tourist arrivals therein with
almost 70% in 2019 from 7,133,550 tourists recorded in 2016. The sharp surge
occurred from 2017 to 2018 and had stabled until the following year. While the growth in
foreign and overseas is also dramatic, with 163.154% and 3400% growth rate

21
respectively, they can still be seen far away behind from the dominant market of
domestic travelers, with both of them not exceeding 1% of the overall tourist arrivals.

Quezon Province has been popular since then for its great festivities and faith
tours, which completely booms the provincial government sectors to strategize and
utilize their resources so as to create new tourism products for their tourists to discover
and enjoy. Tourism in the province has indubitably grown so much stronger; until it met
a pandemic in 2020. During this crisis, social distancing is being implemented and strict
regulations for travels have been observed. This resulted in a rapid decline in the
number of travelers, both foreign and domestic, in the province of Quezon since there is
a control sector for arriving tourists. Although no data yet is currently available with
regard to the number of Quezon province’s tourist arrivals in 2020 and 2021, below is
the number of recorded tourist arrivals and its growth rate in the region of
CALABARZON in the year 2020 according to the data of the Department of Tourism, as
of March 7, 2021, and compared to 2019’s figure to give us a grasp of the status of
tourism in the province of Quezon since the pandemic.

TABLE 6. Number of Tourist Arrivals And its Growth Rate in CALABARZON Region
(2019 – 2020)

Indicator 2019 2020 GROWTH RATE

Domestic 56,875,214 12,992,509 -77.16%
Foreign 1,823,492 187,050 - 89.74%
Overseas Filipinos 3,532 916 - 74.07%
TOTAL 58,702,238 13,180,475 - 77.55%
Source: Department of Tourism

As seen above, the tourism industry in the whole region of CALABARZON

drastically decreased in the year that the pandemic started. With a decrease of 77.55%
in the region’s total tourist arrivals, it can be inferred that the tourist arrivals in Quezon
province also slumped.

Nevertheless, the purpose of this destination marketing plan is to formulate

marketing strategies for the province of Quezon to draw tourists not only with the hope
to bring back the number of its established tourist arrivals but most importantly, to
establish a new market so as to exceed its record and for the province to be renowned,

22
 as it deserves, more than ever. Over the course of 3 to 5 years, assuming that the
pandemic would be eradicated, the tourism sector for the province of Quezon could
expect a gradual but continuous increase of travelers per year, especially with the aid of
this destination marketing plan.

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