Product optimization for the Philippine tourismiIndustry

Date of Publication


Document Type


Degree Name

Doctor of Business Administration

Subject Categories



Ramon V. Del Rosario College of Business


Management and Organization

Thesis Adviser

Purba Rao

Defense Panel Chair

Antonio V. Concepcion

Defense Panel Member

Erbol Perez
Akinleye Famoyegun
Luke R. Moortgat, CICM


This research is an attempt to generate a database that can serve as reference point in the matching of the country's current tourism resources with the preferences/needs of the tourist.The plan and structure of the investigation were conceived along marketing research's concept testing procedure which relies on concept evaluation and positioning by market targets. The investigation was divided into two parts - the perceptual side and the choice side of the total tourist product. Since the focus of part one (demand) is accurate description of variables and specification of a functional relationship between them, descriptive research was utilized. In part two, it was necessary to use the causal approach because in product conceptualization, the main concern is knowing how one variable affects or is responsible for the changes in another variable. Part one involves tourists' profile, situational factors, product-usage and benefit segmentation.The sample size was determined to be 387 respondents using the Philippine Attitude, Intention, Opinion (AIO) survey. The respondents were tourists who visited the country in 1991 and stayed for at least one week but not more than 59 days. To make the sample representative of population, stratified and simple random sampling approaches were utilized.

A structured questionnaire consisting of three parts: one, providing for the situational information about the respondent's visit and movements during their stay two, capturing the criteria (benefits) used by the tourist to generate the tourism product hierarchy, evaluate destinations to evolve choice set and destination(s) and three, reflecting the demographic profile of the respondents was used by the research survey team. The questionnaire was prepared in English and translated to other languages. Interviews were conducted at the NAIA pre-departure area, offices of travel agencies, hotels, and with tour operators from January 7 to December 15, 1991.Respondent socio-demographic profile, situations, attitudinal factors, and tourist traffic were analyzed using frequency and cross tabulation techniques. SPSS PC+ computer package was used.The study showed, based on its findings that the Tourist Destination Zone or Area approach is the best development and marketing concept that the country should adopt. The approach presents an opportunity for the government and the private sector to have an organized, sustained, and flexible technique.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

584 leaves ; Computer print-out


Mathematical optimization; Simulation methods; Tourism; Mathematical models; Product management; Marketing--Management

This document is currently not available here.