BACKGROUND

1. Why did you choose to focus on hotels in Legazpi

City?
Answer:
We chose Legazpi City because it’s one of the top tourist
spots in Bicol, especially with Mayon Volcano and
adventure tourism. But despite its popularity, many hotels
here still depend mostly on Facebook for promotions and
have limited marketing strategies. We saw that as a gap—
there’s potential for growth if hotels use more modern and
diverse approaches. That’s why we focused on Legazpi,
so our study can directly help hotels in the city improve
and keep up with competition.
2. How will your study help improve hotel marketing
in Legazpi City?
Answer:
Our study looks at what hotels are currently doing and
what’s missing in their marketing. From there, we can
suggest strategies that are more practical and effective for
them. This can guide hotel owners on how to better reach
their guests, attract more visitors, and compete even with
bigger hotel chains. The goal is to give them insights they
can really apply, not just theories.
3. Do you think hotels in Legazpi are ready to adopt
global marketing innovations?
Answer:
Right now, not all hotels are fully ready because of
budget and technology limitations. But they can start
small. For example, using simple CRM tools, being active
on multiple platforms, and personalizing guest offers.
Once they get used to these, they can slowly adopt bigger
innovations like predictive analytics. So, I’d say they are
not yet fully ready, but they’re on the way there if they
take gradual steps.
4. What role does the “Love the Philippines”
campaign play in hotel marketing?
Answer:
That campaign gives hotels a big advantage because it
already promotes the country’s culture, heritage, and
adventure to both local and foreign tourists. Hotels in
Legazpi can connect their marketing to this national
campaign by highlighting their unique local experiences.
Basically, it creates a foundation, and it’s up to the hotels
to use it in their own promotions.
5. Why focus on advertising, digital marketing, and
direct marketing?
Answer:
These three are the most practical and important for hotels
here. Advertising builds awareness, digital marketing is
affordable and reaches many people, and direct marketing
makes the connection more personal with guests.
Together, they cover both visibility and customer loyalty,
which are essential for hotels to survive and grow.
6. What challenges do hotels face in improving their
marketing?
Answer:
The main issues are budget, lack of technology, and lack
of trained staff. Some hotels want to improve, but they
don’t have enough resources to do advanced marketing.
Others don’t have staff who are skilled in digital
strategies. These limitations hold them back from being
more competitive, which is why practical and low-cost
strategies are important.
7. How can hotel owners use your findings?
Answer:
They can use it as a guide to see what strategies actually
work and which ones they need to improve. For example,
they can learn to maximize digital platforms beyond
Facebook or create campaigns that highlight their unique
features. My findings can help them increase bookings,
improve guest experiences, and strengthen Legazpi’s
tourism reputation.
8. In your opinion, what’s the most effective marketing
strategy for hotels in Legazpi?
Answer:
For me, the best approach is combining digital marketing
with personalized direct marketing. Digital platforms help
hotels reach more people at a low cost, while direct
marketing—like personalized offers or loyalty programs
—makes guests feel valued and keeps them coming back.
That mix is powerful because it balances reaching new
customers and keeping loyal ones.
 RESEARCH PROBLEM
[Link]: Why did you choose hotels in Legazpi City
for your study?
Answer:
I chose Legazpi because it’s a major tourism hub in Bicol,
especially with Mayon Volcano and MICE events. But
despite this growth, many hotels still depend mostly on
basic promotions like Facebook. I saw that there’s a gap
—there’s not much research on how effective these
strategies really are. That’s why I focused on Legazpi, so
my study can provide insights that will help local hotels
improve their marketing.

[Link]: What’s the main research problem?

Answer:
The problem is that hotels in Legazpi use strategies like
advertising, digital marketing, and direct marketing, but
we don’t know how effective these are in reaching guests
and keeping them loyal. There’s a lack of evidence on
how these strategies are really applied, and that’s the gap
my study wants to fill.
[Link]: Why is there a need to study this when
national campaigns like “Love the Philippines”
already exist?
Answer:
National campaigns help promote the country as a whole,
but hotels still need their own marketing efforts to bring
tourists directly to their place. My study looks at the local
level—how hotels in Legazpi align with or add to those
bigger campaigns in order to compete more effectively.

[Link]: What challenges do hotels in Legazpi face

in terms of marketing?
Answer:
The main challenges are limited budget, lack of trained
personnel, and minimal use of technology. These factors
prevent many hotels from implementing more advanced
and sustainable marketing approaches.
[Link]: What is the research gap?
Answer:
The gap is the absence of detailed studies on how hotels
in Legazpi specifically design and implement their
marketing strategies. While it’s known they use digital,
advertising, and direct marketing, there’s no clear
evidence on how effective these are. My research
addresses this by examining their actual practices,
strengths, and areas that need improvement.

[Link]: Why focus on advertising, digital, and

direct marketing?
Answer:
Because these are the strategies most commonly used by
hotels, but nobody has studied their real effectiveness in
Legazpi. By focusing on them, I can evaluate what works
best and what needs to be improved.
[Link]: How will your study benefit the hospitality
industry in Legazpi?
Answer:
My study can serve as a guide for hotels. It will show
what they are already doing well, what gaps they need to
address, and how they can adopt more practical strategies.
This way, they can attract more guests, build stronger
relationships, and compete even with bigger hotel chains.

[Link]: How is your research different from

previous studies in Bicol?
Answer:
Previous studies only pointed out that hotels use basic
platforms like Facebook. My study goes deeper—it
doesn’t just describe, it also evaluates how effective their
strategies really are and offers solutions to improve them.
 OBJECTIVES OF THE STUDY
1. What is the general objective of your study?
Answer:
My main goal is to examine how hotels in Legazpi
promote themselves—what strategies they use, how they
implement them, the challenges they face, and what can
be improved.
2. Why did you include the profile of hotels in your
objectives?
Answer:
Because the profile gives context. For example, a hotel
that’s been operating for 20 years might use different
strategies compared to a newly opened one. Guest volume
and amenities also affect how they market themselves.
3. Why did you focus on public relations, digital
marketing, and direct marketing?
Answer:
These are the strategies that most hotels actually use.
They’re practical, effective, and directly connected to
how hotels attract and keep guests. That’s why I chose to
focus on them.
4. Why is it important to know the challenges in
implementing these strategies?
Answer:
Because knowing the challenges tells us what’s holding
hotels back. Without understanding their problems—like
budget or lack of skilled staff—it would be hard to
recommend solutions that actually work for them.
5. How do these objectives connect to your research
problem?
Answer:
The research problem says hotel marketing in Legazpi is
underdeveloped. These objectives break that down—first
by knowing their profile, then looking at their current
strategies, and finally identifying the challenges. This
way, the study really addresses the gap.
6. How will these objectives help hotel managers or
owners?
Answer:
It will help them see what they’re doing right and what
they need to improve. The study can guide them on which
strategies to focus on so they can attract more guests and
be more competitive.
7. Why only hotels in Legazpi City?
Answer:
Because Legazpi is one of the main tourist spots in Bicol,
but many hotels here still rely on limited marketing. That
makes it the best location to study and give
recommendations that can directly benefit the city’s
tourism.
8. If you achieve all your objectives, what will your
study produce?
Answer:
It will give a clear picture of how hotels in Legazpi do
their marketing—what works, what doesn’t, and what
challenges they face—and from there, suggest ways they
can improve.
 REVIEW OF RELATED LITERATURE

A. Promotional Activities in Hospitality

1. You mentioned PR, digital marketing, and direct
marketing as the three core promotional activities. In
your view, which of these is most underutilized in
Legazpi hotels, and why?
-Based on the studies I reviewed, I think direct marketing
is the most underutilized in Legazpi. Hotels rely a lot on
social media posts, especially Facebook, but they don’t
always follow up with personalized offers or loyalty
programs. Compared to international practices where
loyalty cards and customized emails are common, local
hotels tend to stick to generic promos. This limits their
ability to build long-term relationships with guests.

2. Abashidze (2025) and Leung, Bai, & Stahura (2022)

stressed the power of content marketing and social
media. How do you think Legazpi hotels compare in
applying these tools?
-Legazpi hotels use social media, but mostly in a very
basic way — for example, just posting photos or
announcements. Compared to the studies, they don’t
maximize content marketing strategies like storytelling,
guest features, or video campaigns. So, the use is there,
but it’s not yet at the level that really influences traveler
behavior the way global hotels do.

3. International studies show loyalty programs

enhance guest experience (Sharma et al., 2025). Why
do you think local hotels have not maximized these
tangible promotional tools?
-Honestly, it’s probably because of cost and system
limitations. Loyalty programs require tracking guest data
and offering rewards, which can be expensive and time-
consuming for small hotels. Many hotels here operate on
tight budgets, so they prioritize immediate promotions
like discounts instead of building loyalty systems.

B. Challenges in Implementing Promotional Activities

4. One recurring issue is the dominance of OTAs
(Curcic et al., 2022). How do you think this affects
hotels in Legazpi specifically?
-For Legazpi hotels, OTAs are both a blessing and a
challenge. They provide visibility to travelers, but the
high commission rates reduce profit margins. Many local
hotels end up depending heavily on them instead of
strengthening direct bookings through their own websites
or promotions.

5. Many regional hotels face barriers in adopting

digital marketing due to financial and technical
constraints. Do you see similar constraints locally?
-Yes, definitely. Some hotels in Legazpi have limited
budgets for digital ads, SEO, or analytics. Most rely only
on free platforms like Facebook. Unlike bigger chains that
can afford specialized marketing teams, local hotels often
rely on staff who are multitasking, so marketing isn’t
always consistent or well-planned.

6. Gundogmus & Kurt (2022) said online reputation

management is a big challenge. How can Legazpi
hotels handle negative reviews effectively with their
limited resources?
-I think even with limited resources, hotels can manage
reviews by being responsive and professional. A simple
acknowledgment, apology, and offer to improve can
already make a big difference. The key is consistency —
even small hotels can build credibility if they show that
they care about feedback.
C. Strategies for Enhancing Promotional Effectiveness
7. Mauri & Minazzi (2020) highlight real-time
responsiveness on digital platforms. How can small
hotels in Legazpi practice this without heavy costs?
-They don’t need expensive tools — just active
management. For example, hotels can assign one staff
member to monitor social media messages daily. Quick
replies to inquiries or bookings show attentiveness. This
costs almost nothing but creates a strong impression of
good service.

8. Rutabara (2024) stressed cultural adaptation in

promotions. How important is cultural context in
promoting Legazpi hotels, considering its strong
Bicolano identity and Mayon Volcano brand image?
-It’s very important. Tourists usually come here for the
Mayon Volcano and Bicol’s culture. If hotels incorporate
these in their promotions — like highlighting local food,
festivals, or traditions — it makes their promotions more
authentic and appealing. Cultural context is what sets
them apart from generic hotels in other cities.
9. Partnerships with local businesses are suggested as
a strategy. What types of partnerships can Legazpi
hotels realistically build?
-They can collaborate with local restaurants, tour
operators, or even souvenir shops. For example, a hotel
can offer packages that include local dining or trips to
nearby attractions. These tie-ups don’t require big costs
but can make their promotions more attractive to guests.

D. Case Studies & Best Practices

10. The Oriental Legazpi uses themed events and
Mayon branding. How do these compare with
international best practices like Ritz-Carlton’s curated
experiences?
-Of course, Ritz-Carlton’s campaigns are more luxurious
and on a global scale, but Oriental Legazpi’s approach is
effective for its local market. By using the Mayon
Volcano and community events, they create an authentic
identity. It may not be as high-budget, but it’s equally
meaningful in building a local connection.
11. SEO campaigns (Vizergy, n.d.) showed very high
ROI. Do you think hotels in Legazpi can achieve the
same, or are there limitations?
-They can achieve it, but it may take time. SEO requires
technical knowledge and consistent effort. Right now,
many local hotels don’t have dedicated staff for that, so
they rely on OTAs instead. But if they invest little by little
in SEO, they can increase direct bookings and reduce
reliance on third parties.
12. Community involvement strengthened brand
reputation (Mirah Bogor Hotel, 2024). What forms of
CSR can Legazpi hotels engage in?
-They can do small but impactful initiatives, like
supporting local farmers by sourcing ingredients,
partnering with schools for tourism training, or
participating in environmental activities like coastal
cleanups. These are simple yet meaningful actions that
show hotels are part of the community.
E. Integrative / Critical Thinking
13. Based on the studies you reviewed, what is the
biggest gap in local research on hotel promotions?
-The biggest gap is the lack of studies that measure the
actual effectiveness of promotions in Legazpi. Most local
research describes what hotels are doing but doesn’t
evaluate which strategies work best. That’s where my
study hopes to contribute.

14. If you were to recommend one promotional

strategy that balances cost and impact for Legazpi
hotels, what would it be and why?
-I would recommend strengthening social media with
consistent, personalized content. It’s low-cost but highly
effective. With regular posts, storytelling, and quick
responses, hotels can attract more guests without heavy
spending.

15. Considering your findings, how can your research

help small and mid-sized hotels in Legazpi compete
with larger chains and international booking
platforms?
-My research highlights practical, realistic strategies that
smaller hotels can apply — like partnerships, personalized
marketing, and consistent social media engagement.
These may not replace the scale of big chains, but they
can help local hotels stand out by being authentic,
responsive, and community-focused.

THEORETICAL FRAMEWORK

1. What is the main idea of the Integrated Marketing

Communications (IMC) Theory?
-The IMC Theory emphasizes the importance of
delivering a unified and consistent brand message across
all communication channels. Instead of using
disconnected marketing efforts, IMC integrates
advertising, public relations, sales promotions, direct
marketing, and digital media into a single, coherent
strategy. This helps build stronger brand identity,
customer trust, and long-term relationships.

2. Who are the main proponents of the IMC Theory?

The main proponents are Don E. Schultz, Stanley I.
Tannenbaum, and Robert F. Lauterborn, who introduced
the concept in their 1993 book Integrated Marketing
Communications: Pulling It Together and Making It
Work. Other scholars like Thomas Duncan (2002) and
Sandra Moriarty (1994) later expanded the idea by
highlighting relationship building and managing all forms
of corporate communication.

3. Why was the IMC Theory developed?

-It was developed in response to the fragmentation of
mass media during the late 1980s and 1990s. As more
communication channels emerged, traditional advertising
became less effective. Businesses needed a more strategic
way to connect with consumers — ensuring all messages
were consistent and aligned with brand values. IMC was
created to unify these efforts.

4. How does IMC apply to the hospitality industry,

particularly hotels?
-In the hospitality industry, services are intangible and
rely heavily on customer perception. IMC helps hotels
communicate consistent brand messages through every
touchpoint — from advertising and social media to PR
events and guest interactions. This integration shapes a
unified guest experience, increases trust, and strengthens
brand loyalty.
5. Can you explain the figure (Integrated Marketing
Communications Theory Framework)?
-The framework shows how Market Orientation and
Brand Orientation work together through Integrated
Marketing Communication (IMC) to improve Brand
Performance.
 Market Orientation means understanding customer
needs and market trends.
 IMC acts as the strategic bridge that combines all
marketing tools consistently.
 Brand Orientation ensures the brand’s identity and
values are clear.
Together, these lead to higher Brand Performance,
reflected in customer satisfaction, loyalty, and
revenue.

6. What is the relationship between Market

Orientation and Brand Orientation in the framework?
-Market Orientation focuses on customer needs and
market trends, while Brand Orientation focuses on the
internal identity and positioning of the brand. When both
are aligned, they create a solid foundation for IMC,
ensuring that the marketing message not only fits
customer expectations but also stays true to the brand’s
core values.

7. How does IMC influence brand performance?

-IMC ensures that all marketing activities deliver one
clear and consistent message. This consistency enhances
customer understanding, strengthens brand recognition,
and builds loyalty. For hotels, this means more repeat
guests, stronger reputation, and better financial
performance such as higher occupancy and revenue.

8. Why is IMC important for hotels in Legazpi City?

-Hotels in Legazpi operate in a competitive market, and
each aims to attract both local and tourist guests. IMC
helps them stand out by integrating different promotional
activities — like advertising, PR, social media
engagement, and direct marketing — into one cohesive
strategy. This strengthens brand visibility and creates a
memorable and consistent guest experience.
9. What makes IMC different from traditional
marketing communication?
-Traditional marketing often treats each promotional
activity separately — for example, running an ad
campaign without aligning it with PR or online
marketing. IMC, on the other hand, combines all tools
strategically so that every message, visual, and tone
communicates the same brand identity across all
platforms.

10. How does digital transformation affect IMC in the

hotel industry?
-Digital transformation allows hotels to personalize
communication using data analytics and online platforms.
Through social media, email marketing, and digital ads,
hotels can engage with guests in real time, gather
feedback, and adjust their messaging quickly — making
IMC more interactive and adaptive to customer behavior.
11. How does IMC contribute to competitive
advantage?
-When hotels use IMC effectively, they create a strong
and consistent brand image that competitors may find
difficult to replicate. Consistent communication builds
trust and loyalty, which results in repeat bookings, word-
of-mouth promotion, and a positive brand reputation —
all of which contribute to competitive advantage.

12. How do you connect IMC Theory to your study

variables (marketing and promotional strategies)?
-Our study examines how selected hotels in Legazpi City
implement their marketing and promotional strategies. By
using IMC Theory, we can analyze not only what
promotional tools they use but also how well these tools
are integrated and aligned to achieve brand performance
and customer loyalty.
13. What happens if a hotel fails to apply IMC
properly?
-Without IMC, promotional efforts become inconsistent.
The brand message may vary across platforms, causing
confusion and reducing customer trust. This can lead to
weak brand identity, poor engagement, and ultimately,
lower sales or occupancy.

14. What specific IMC tools are most effective for

hotels today?
-Currently, digital and social media platforms are the
most effective because they allow direct and interactive
communication with guests. However, a combination of
advertising, PR, sales promotions, and direct marketing
still plays a major role when used cohesively.

15. How does IMC build long-term customer

relationships?
-By maintaining consistency in communication and
values, IMC helps customers trust the brand. When guests
consistently experience the same quality and message
across all touchpoints, they feel more connected and loyal
to the brand, leading to repeat bookings and advocacy.