Abstract

This study investigates the marketing strategies employed by the Bulacan Provincial and Local Tourism authority to promote tourist attractions, encompassing both well-known and lesser-known sites. Employing a mixed-methods approach, data collection included the utilization of questionnaires and structured face-to-face interviews. The objective was to assess the effectiveness of promotional strategies implemented by the Philippine Historical and Cultural Tourism Office (PHACTO), analyzing their impact on tourist visitation patterns and overall exploration of the destination. Qualitative data were obtained through interviews with Bulacan Provincial and Local Tourism authorities, while quantitative data were gathered via structured questionnaires administered to tourists in designated areas. The study concludes with recommendations to optimize promotional strategies, drawing insights from survey responses, interviews, and direct observations made during visits to underrated tourist destinations.

Keywords: Tourism, Marketing strategies, Tourist visitation patterns, Tourism promotion, Underrated tourist destinations