Plagiarism Detector v.

1092 - Originality Report:

Analyzed document: 1/28/2019 2:47:02 PM
"MARKETING PLAN-WPS Office.doc"
Licensed to: Rainelle Romero_License15

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Detailed document analysis:

MARKETING PLAN FOR AGAWAN FESTIVAL
Marlene Sales Babierra
Fersy-Anne Cuvin Estrada
Jaya Ivy Fajardo Gagalac

Southern Luzon State University

College of Business Administration
May
id: 1
Plagiarism detected: 0.39% https://digitalscholarship.unlv.edu...
2018
1
Chapter I
INTRODUCTION
According t
o B. Adam (2014), the reasons why tourists visit certain festivals is because of festival
foods, locals, to see
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favorite bands, new experience and discover
new art. In connection to this, Baldovino and Ladiza (2015) stated that festival also
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provide entertainment, which was particularly important to local communities before the
advent of mass- produced entert
ainment.
1.2. Background of the Study
Sariaya, Quezon has its colorful Agawan Festival that is held to
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honor the patron saint of farmers San Isidro de Labrador. The
most traditional and primary element decoration was the bagakay.

1.3. Objectives of the Study

The researchers aims to propose a marketing plan for Agawan Festival in Sariaya,
Quezon. Specifically it aims to answer the following:
To determine objectives of Agawan Festival
To identify products and services offered during Agawan Festival
To determine target market of the festival
To determine travelers behavior in visiting a festival in terms of:
To determine the factors that influence traveler to visit a festival
To propose a Marketing Plan for Agawan Festival.
Chapter III
METHODOLOGY
3.1. Research Locale
Departure and arrival area because this is the place where most of the travelers came
from different local destinations. Different travelers have different reasons for travel, and
this location is the most appropriate location to find travelers who visit destinations
because of festivals.

Figure 2 Location Map of (NAIA) Terminal 3

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3.2. Respondents
The respondents of the study were travelers from NAIA Terminal 3. The researchers
used quota sampling and come up to 100 respondents. The researchers selected the
travelers by purposive sampling technique which means only those who experienced or
visit destination because of festival serve as the respondents of the study. Due to the
time constraints the researchers have collected only 80 respondents because they are
who only travelled to a destination for festival.
The researchers also conducted an interview with three (3) tourism committee to have
different perception of Agawan Festival in order to have more information that helped in
marketing plan.

3.3. Research Design

Interview and survey was used to gather the information on the goals, objectives,
products and services during Agawan festival and in identifying the target market,their
travel behavior and factors that influence them to visit a festival.

3.4. Research Instrument

In this study, the researchers used a modified-adapted questionnaire from the study
entitled ``Defining the Target Market and Motivations for Visiting the Grape fest Wine
Festival in Grapevine Texas’ ’ of Ykina (2009), in order to determine the factors that
influence travelers to visit destination because of a festival. The questionnaire
composed of three parts which comprises the profile of the respondents which includes
the age, sex, occupation, highest educational attainment. The second part determines
the tourists travel behavior in terms of frequency of travel, purpose of travel. Lastly, the
factors that influences travelers to visit a festival. The questionnaire is validated by an
HRM faculty instructor and a marketing expert, they made some changes so it could be
easily understand by the respondents. The questionnaire used 4-point Likert scale using
the following descriptive interpretation:

33
Table 1. Likert Scale
Scale Interval Verbal Interpretation 3 2.34-3.00 Highly Important 2 1.67-2.33 Somewhat
Important 1 1.00-1.66 Not Important
Scale Interval Verbal Interpretation Code 4 3.25-4.00 Strongly Agree SA 3 2.50-3.24
Agree A 2 1.75-2.49 Disagree D 1 1.00-1.74 Strongly disagree SD

Chapter IV
RESULTS AND DISCUSSION
This chapter presents the results of the study. This part discusses the gathered data
and their analysis and interpretation. .Interview results was interpreted and analyzed.
Also, the results presented below are based on the statistical treatment used in survey
that was conducted on the factors that influence travelers to visit a festival. The results
presented was the basis for the proposed Marketing Plan for Agawan Festival.

Age Frequency Percent Valid below 20 12 15.0 21-30 31 38.8 31-40 22 27.5 32-40 1
1.3 41-50 11 13.8 51-60 2 2.5 Total 80 100.0 Table 2 shows the frequency and
percentage distribution on the profile of the respondents in terms of age.

Sex Frequency Percent Valid

Female
42
52.5 Male 38 47.5 Total 80 100.0
Table reveals that the Female with 42 (52.5%) is the one does the travel to a destination
for a festival, while the Male is with 38 (47.5%).
45

Frequency Percent Dining 11 13,75 Entertainment 42 52.5 To visit my family/ friends 20

25 To see historical districts 7 8.75 Total 80 100.0
Table reveals that the travelers motivation in visiting a festival is because of
entertainment with the total number of 42 (52.5%), followed by visiting friends or family
with total number of 20 (25%), the dining with 11 (13.75%) and lastly, to see historical
districts with total number of 7 (8.5%).
. 50

Weighted Mean Qualitative Description People 2.41 Highly Important Food 2.74 Highly
Important Events 2.79 Highly Important Arts 2.54 Highly Important History 2.51 Highly
Important Scenery 2.39 Highly Important Legend: 2.34-3.00- Highly Important; 1.67-
2.33 Somewhat Important; 1.00-1.66 Not Important

Frequency Percent Leisure 32 40 Business Travel 6 7.5 Religious Pilgrimage 11 13.75

Special Occassions 17 21.25 Visiting friends 14 17.5 Total 80 100.0
The table reveals that the most reason of travelers who are attending festival are
traveling for Leisure with the total number of 32 (40%), special occasions with total
number of 17 (21.25%) then visiting friends with 14 (17.5%), the religious pilgrimages
with number of 11 (13.75%) and lastly is for business travel with total number of 6
(7.5%).

52

Weighted Mean Qualitative Description I like when I have lots of different things to do at
festival 3.49 Strongly Agree I like having fun and being entertained by festivals 3.55
Strongly Agree Finding thrills and excitement at festivals is important
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to me 3.46 Strongly Agree I have always wanted to visit a festival 3.36 Strongly Agree I
am going to this festival to change my usual surrounding 3.29 Strongly Agree Toda
y, I am putting a lot of emphasis on being free and easy going 3.29 Strongly Agree The
festival helps me to rest and relax 3.51 Strongly Agree I enjoy talking about the festival
after I return home 3.38 Strongly Agree I like to observe other people attending the
festival 3.31 Strongly Agree I enjoy meeting people of similar interests at the festival
3.30 Strongly Agree I would like to spend time with someone special at the festival 3.61
Strongly Agree I like visiting this festival to spend time with friends and relatives 3.65
Strongly Agree Being together as a family is very important to me 3.70 Strongly Agree
The festival is a way of getting away from stress of everyday 3.56 Strongly Agree
Legend: 3.225-4.00 Strongly Agree; 2.5-3.24 Agree; 1.75-2.49 Disagree; 1.00-1.74
Strongly Disagree

54
MARKETING PLAN
II. Situational Analysis
SWOT analysis encompasses the strength, weaknesses, opportunities and threats that
may help to reach the goal of the plan.
Internal Environment
Areas Strengths Weaknesses Human Resource Second largest population in Quezon
There were volunteers offer their support/ Assistance during the event Some of
residents are not participating
Financial The committee are being resourceful
Though some offered financial support from sponsors
Limited budget allotment to promote the festival
Marketing Few number of tourists arrival
Festival is not yet known Nationally Operations/ Activities Rich in Culture and Heritage
Relying to the attendance for success
External Environment
Areas Threats Opportunities Political Potential effects of political changes of festival
organization. Increase government fund intended for Agawan
Strong support from Local Government Economic Festival is costly for the residents
Business and employment opportunities Social Lack of discipline when participating to
the activity. Improve quality of life Technological The internet speed is slow The
information about Agawan can easily spread through social media and websites.

57
MARKETING OBJECTIVES MARKETING STRATEGY MARKETING
TACTICS PERSON RESPONSIBLE BUDGET MONITORING PHASE 1.To create
awareness about the celebration of Agawan Festival
Get influencers to promote the festival.
Engaging video content
Guest Blogging Tourism Committees

Residents of Sariaya
Month of April- one month before the festival.

2.To create awareness on the customs, culture, and traditions of Sariaya through
entertainment
Enganging video content, the content needs to catch viewer’ s attention within the first
seconds.
Guest Blogging Friends/ Family- by having friends or family to a destination, they should
invite their friends or relatives to visit their festival. And can promote the festival by word
of mouth.
Residents of Sariaya P10,000.00 Month of April- one month before the festival.
3.To increase the tourists spending on product and services of Sariaya, Quezon
Pick the right price, be prepared to overdeliver quality to your customers.

Blog, the
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used to attract customers in an organic manner online and to deliver educational and
quality content.
Broadcast media (Television) - invite topnatch programs to promote the festival like
Unang Hirit or Umagang Kay Ganda. Broadcasting to a radio station can help to
promote the festival too.

Tourism Committee

Businessmen of Sariaya P30,000.00 Two weeks before the festival. 4.To increase
number of tourists’ arrival during Agawan Festival
Write irresistible headlines for the festival.
Optimize the website for mobile use.
Use a video marketing. Social media- since it is the most factor that influence travelers
to visit a destination for festival. Utilize social media boosted posts, start regular posts
(2-3 times per
week)
Tourism Committees

Residents of Sariaya P10,000 Month of April- one month before the festival.
5.To become known festival internationally.
Use a video marketing

Write irresistible headlines for the festival

Invite artists to come to the festival

Partner with local companies and sponsors

Print Media- inviting writers to write an article about the Agawan Festival.

Broadcast media (Television) - invite topnatch programs to promote the festival like
Unang Hirit or Umagang Kay Ganda. Broadcasting to a radio station can help to
promote the festival too.
Tourism Committees
P60,000.00 Every month

64
5.1 Summary
5.2 Findings
Based on the data gathered by the researchers the following findings are listed.
The products offered during Agawan festival are farm products, pasalubong products
like tamales and suman, baked products like pinagong, broas, apas, milk candies like
pastillas, rural improvement council products like atsara, bagoong/ alamang.
The services offered during Agawan festival are hospitality services (hotels and resorts),
recreation services (billiards and other sports facilities), transportation services
(jeepneys, tricycles) and wellness services (spa and vegetarian restaurants). And lastly,
they offering tour packages.
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Conclusion
Based on the findings the following conclusions were concluded by the researchers.
1. The study reveals that most of the products offered during Agawan festival are baked
products like pinagong, broas, apas and other.
2. The study reveals that most of the services they offer during Agawan festival are tour
packges.
4. It was revealed in the study that the travelers visiting a festival strongly agreed that
they visit festival because they want to spend time together as a family.
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