STI COLLEGE – GEN.SANTOS, INC.

J. Catolico Sr. Avenue, Lagao, General Santos City

LAKE HOLON

Presented to the Hospitality Management (HM) Department

Under The Bachelor of Science in Hospitality Management

Submitted to:
ARMENTIA, YLLAN JOHN
Instructor

Submitted by:

CABESAS, KAREN, D.
FERNANDO, KRISTEL JANE
FLORES, ROY
JADRAQUE, MARIE
MALUNES, LUZELM FAYE T.
NAUNGAYAN, DARYL-GAY B.
PASCUA, ALTHEA
RAMIREZ, DEES

1Y1,3-1BP

SEPTEMBER 2023
 DESTINATION: LAKE HOLON

I. BACKGROUND/HISTORY OF THE BUSINESS/DESTINATION

Located in T’boli, South Cotabato, Mt. Melibingoy towers over the town with its

highest peak at 1,750 meters. A dormant strato volcano, it harbors a crater named Lake

Holon, which was formed after an eruption on January 4, 1641. The mountain and the lake

are also known as Mt. Parker and Lake Maughan, in honor of American surveyors whose

plane crashed at the site. It has also nurtured wild, endemic flora and fauna (Ballesteros,

March 2014).

The mountain and the lake were named

after Frank Parker and Russell Maughan, both US

military officers who died when their plane crashed

while they were mapping the area in the 1930s. Long

before it became a tourism attraction, Holon, which

means deep water in T’boli, is considered a sacred place by the tribe, though it had been

associated with death and destruction. According to folklore, the lake is protected by the so-

called 15 Guardians of Holon, each represented by mountains surrounding the lake

(Ballesteros, March 2014).

The lake’s name in T’boli means “portal to heaven”, which, beyond its captivating

natural beauty, pertains to a local legend. A long time ago, a T’boli which named Unsak
prophesied that the end is near and,

promising a band of follower’s

eternal life, led them deep in the

mountain forests. They came upon a

lake where, upon her instruction,

they jumped to their death. No one has heard of them since. Some say they perished, and

their cries heard every day, very early in the morning. While others say they indeed went

straight to Heaven. Officially declared the cleanest lake in the country in 2003 and 2004,

local tribespeople still attribute its pristine state to matters of legend and magic (Ballesteros,

March 2014).

II. PRODUCTS/SERVICES

Lake Holon is one of the hidden gems in Mindanao and a perfect destination for

adventurers.

SERVICE/S

For the service you need ride a motorcycle or take a Bus Terminal in GenSan, board

a bus bound for Koronadal/Marbel. From Marbel , there are vans en route to T’boli with

signboards “Direct T’boli”. Upon arrival, ask the locals on how to get to their Tourism Office

that is located in front of T’Boli’s Municipal Hall. From downtown Tboli, a one-hour habal-

habal motorcycle ride will take you to either Sitio Kulé or Sitio Nabol, both in Barangay

Salacafe (Navarro, October 2022).

After those, one article details that you are allowed to bring your own food and have

a picnic by the lake where you can have a picnic. Next was camping as there are several

areas around the lake where you can set up your tent and spend the night. Then, swimming,

as the waters of Lake Holon are crystal clear and are said to have therapeutic properties.

Lastly, hiking: Lake Holon is a popular destination for hikers, with several trails that lead to

the lake. The hike to the lake takes about 2 hours and is suitable for people of all fitness
levels. Along the way, you can enjoy the beautiful scenery and observe the local flora and

fauna.

PRODUCT

For the product along the way back the T'boli

community sells a bamboo mugs for P25 and it is good

for a souvenir (thepinaysolobackpacker, December

2016).

III. EXISTING MARKETING CAMPAIGNS/STRATEGIES

Lake Holon is a popular tourist site in South Cotabato, known for its breathtaking

natural beauty. In order to encourage more people to trek to the top of the lake and

experience its beauty, Lake Holon uses a variety of digital marketing strategies. Sharing

breathtaking images and updates about Lake Holon on social media platforms like Facebook,

Instagram, and Twitter is a great digital marketing strategy. It encourages tourists to book a

trip by giving them a peek of the lake's unspoiled splendor. Additionally, working with

influencers and travel bloggers helps broaden the promotion of Lake Holon. Their own

experiences at the lake can be used in their content creation, which might encourage their

followers to go there as well. To maintain an appealing and dynamic online profile, keep up

your active interaction on these platforms by quickly answering questions and comments.

(thepinaysolobackpacker, December 2016).

IV. MARKETING CHALLENGES

COVID 19

With enough research and inferences from various sites, Lake Holon is known as one

of the famous tourist destination in the South but it also faces challenges in terms of

marketing. One of the recent and major challenges that they had was the Covid-19

Pandemic, it stopped their operations due to the restrictions during the quarantine period.

As to this, it was approximately a year without any income of the tourist destination.
Another marketing challenge for them is the unpredictability of the weather because it can

hinder the tourists from hiking up, and bad or rainy weather can affect the accessibility to

the camping site of Lake Holon. And lastly, as the tourism industry is growing in the south

there are a lot of mesmerizing and easy-to-access tourist destinations, unlike Lake Holon

which takes around 3-6 hours to hike depending on the trail that climbers will take, the

accessibility of Lake Holon is not for everyone due to its difficult trail.

ANNUAL REHABILITATION

The famed crater Lake Holon in T’boli town in South Cotabato, one of the province’s

top ecotourism destinations, was shut down to tourists for over two months starting January

6, for its annual rehabilitation. In a memorandum, T’boli Mayor Dibu Tuan ordered the

temporary closure of the entire lake and its immediate environs “to local and international

visitors” until March 14, to allow its ecosystem to recuperate. This was the sixth closure of

the lake that was implemented by the municipal government since it was first shut down for

nine months in 2014. (Philippines News Agency, January 2020).

The annual closure of the lake was provided for in Municipal Ordinance 33, Series of

2016, that had set the conservation and protection activities for the area’s tourism sites.

Section 20 provides for the “closing or cordoning off of certain areas of the cave, forest,

lakes, and others to visitors at certain times of the year, or for several years to allow the

ecosystem to breathe or revert to its natural state.”The lake was declared as the cleanest

inland body of water in the entire country in 2003 and 2004, and was recognized as among

the world’s “Top 100 Sustainable Destinations” in 2016 and 2017. (Philippines News Agency,

January 2020).

The annual closure of the lake was provided for in Municipal Ordinance 33, Series of

2016, that had set the conservation and protection activities for the area’s tourism sites.

Section 20 provides for the “closing or cordoning off of certain areas of the cave, forest,

lakes, and others to visitors at certain times of the year, or for several years to allow the
ecosystem to breathe or revert to its natural state.” (Philippines News Agency, January

2020).

IV. PROFILE OF DIRECT AND INDIRECT COMPETITORS

DIRECT

There are many trails near T'Boli, South Cotabato. Some are challenging routes,

some are moderate, and some are easy. All trails take an average of 2 hours to an average of

12 h 22 min to complete. All of the trails are great for hiking, mountain biking, and walking,

and it's unlikely you'll encounter many other people while exploring. The trails are open

year-round and are beautiful to visit anytime (Explore Lake Holon, August 2023).

 Salacafe - Kule Trail (4h22min)  Talayok Peak (3h18min)

 Danal Dlanag - Tubok Trail (Multi-day)  Mt. Talompong (8h53min)

 El Kini Hot Spring (4h17min)  T’Bolok Trail (3h45min)

 Mount Talompong via Datal Tablo  Mt. Busa (7h3min)

More honorable mentions for direct competitors are some of the following: Lake

Lahit, Lake Seloton, Lake Beto, Tinacagan Lake, Lake Nongon, etc.

INDIRECT

Lake Cebu

Lake Cebu’s main selling point is the attraction their falls bring, compared to Lake

Holon where hikers seek to see the calm lake sight. The seven falls of Lake Cebu shows

majestic waterfalls, given the T'boli names that describe them. They are Hikong Alo (passage

falls), Hikong Bente (immesurable falls), Hikong B'Lebel (zigzag falls), Hikong Lowig (booth

falls), Hikong K'Fo-I (wild flower falls), Hikong Ukol (short falls) and Hikong Tonok (soil falls).

This perfectly encapsulates “selling” a different product for the same type of customer

demographic.
 Asik-asik Falls

In 2012, a photo of the previously unknown Asik-Asik waterfalls in the Philippines'

Alamada region won a national photography contest, bringing attention to the stunning

natural site. The falls had been hidden until a couple of years prior, only being discovered by

the local village of Sitio Dulao after natural disasters unveiled them. The name "Asik-Asik",

which translates to “sprinkle-sprinkle” in the Hiligaynon language, was inspired by the

water's sprinkling effect on nearby rocks. The origin of the water remains a mystery, with

possible sources being mountain springs or an underground river. Since its discovery, the

government has improved access to promote tourism, although visitors still need to trek

winding stairs around the mountainside to fully appreciate its beauty (Enriquez, October

2022).

More honorable mentions of indirect competitors include but are not limited to:

Brigada waterfalls, Hidak Falls, Basag Falls, St. Catherine Falls, Luib Falls, Taal Falls, Mainit

Falls, Bato Puti Falls, Ugat Falls, etc.

V. PROFILE OF EXISTING AND PROSPECTIVE CUSTOMERS

Lake Holon, also known as Lake Maughan, is a magnificent crater lake in the Philippines'

province of South Cotabato. Lake Holon's customer profiles could include, people who enjoy

the outdoors, hiking, and camping will enjoy Lake Holon's superb trekking opportunities and

pure natural surroundings. Here are some specific categories (Galic, August 2023):

Adventure Seekers

Individuals seeking adventure, such as camping, swimming, and exploring

the lake and its surrounds.

Eco-Tourists

Visitors that value sustainable and environmentally friendly tourism, as

Lake Holon is a protected area with conservation activities in place.

 Backpackers

Low-cost travelers who enjoy backpacking and seeing off-the-beaten-path

locations. Photographers and Instagrammers are drawn to the amazing natural

beauties and sceneries to capture unique photos.

Cultural Explorers

Visitors who want to learn about and appreciate the local Bobolink

indigenous culture and traditions, as the lake is located on T'boli land.

Wildlife Enthusiasts

Those who like bird watching and spotting the area's unique flora and fauna.

Relaxation Seekers

Individuals seeking a tranquil and peaceful vacation from the rush and

bustle of metropolitan life. Families seeking for a bonding experience in nature

while also teaching their children about environmental stewardship.

Local Tourists

Filipinos from various parts of the country who wish to experience and

enjoy their own country's beauty.

These customer profiles assist tourism agencies and businesses in tailoring their

services and marketing efforts to the specific interests and demands of Lake Holon visitors.

The lake has a maximum depth of about 120 meters and a diameter of roughly 300

meters. It is reported that at its deepest point, it can hold a structure as tall as the Eiffel

Tower. The water in the lake is crystal clear and vivid blue, making it particularly appealing

to those who want to swim or simply relax on its banks. Swimming in the lake, however, can

be extremely cold even in summer due to its depth and location at a high altitude

(Mytourguide.ph, 2023).
REFERENCES

https://www.alltrails.com/philippines/south-cotabato/t-
boli?fbclid=IwAR1RYL9MeabwBAWr_e0ex9S1wQjdnMzX7Ga6mIGbi26xGUOMsVSG
LrXyaqE
Ballesteros, M. (2014, March 28). Love at first sight at Lake Holon, T’boli, South Cotabato.
The Chronicles of Mariane.
http://www.thechroniclesofmariane.com/2014/03/love-at-first-sight-at-lake-holon-
tboli.html?m=1
Enriquez, K., & Deliro, J. (2022, October 4). ASIK-ASIK FALLS: Budget Travel Guide +
Itinerary 2022. A Wanderful Sole. https://www.awanderfulsole.com/asik-asik-falls-
the-unspoiled-curtain-waterfall-in-north-cotabato/
Explore Lake Holon: A Guide to Camping, Hiking & Conservation. mytourguide.ph - Take
me to the Philippines. (2023, August 6). https://mytourguide.ph/philippine-
destinations/lake-
holon/?fbclid=IwAR1HpgLdSkYDoNPRhJWTjuYUBVSL8Ks0v5NKIFPbmy-
9GYJaCZS2n3FOzEs
Galic, D. (2023, August 21). What is a customer profile? Guide, examples, and templates.
Zendesk. https://www.zendesk.com/blog/create-data-rich-customer-
profile/?fbclid=IwAR1sdYGpEefHFPFH8sb7x6GjEP1V1fkTb0ag--
xHh0tq7nnfEZao0cf_Fmg
Navarro, H. (2022, October 23). Lake Holon: Gem of South Cotabato (Guide + How to Get
Here). Tara Lets Anywhere. https://www.taraletsanywhere.com/lake-
holon/?fbclid=IwAR1_J3xfurvBKn3nkYc16a-X9z-
Ly2ppTuZtuuePlcjauIvGmIX6A2Tnp_Q
Philippines News Agency. (2020, January 12). T’boli’s famed Lake Holon shut down for rehab.
T’boli’s famed Lake Holon shut down for rehab • Philippines News Agency.
https://businessmirror.com.ph/2020/01/13/tbolis-famed-lake-holon-shut-down-
for-rehab/
Pinoyadventurista. (2014, April 14). Lake Sebu’s 7 Waterfalls and Zipline Adventure in South
Cotabato. pinoyadventurista.com.
https://www.pinoyadventurista.com/2014/04/lake-sebu-7-waterfalls-and-zipline-
in-south-cotabato.html
thepinaysolobackpacker. (2016, December 3). How to get to Lake Holon in T’boli, South
Cotabato. The Pinay Solo Backpacker Itinerary Blog.
https://www.thepinaysolobackpacker.com/lake-holon-mt-parker-
climb/?fbclid=IwAR0OwWE3rs7ihwHEyuM0mcLkxumnM9u30UfUftBdEztgvgGKgfosI
ior0tw
[PHILIPPINES] Best Lake Holon South Cotabato Travel Guide. Jude The Tourist - Your Virtual
Tourist Guide. (2023, January 20). https://www.judethetourist.com/lake-holon-
south-cotabato-travel-guide/