The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Analyzing the Business Model Canvas and Marketability of Heritage Sites in Central Luzon: A Public Sector Perspective

  • Delia LUMIWES (Department of Business Administration, Graduate School, Tongmyong University) ;
  • Gi Ho JEONG (Department of Business Administration, Graduate School, Tongmyong University)
  • Received : 2023.11.19
  • Accepted : 2023.11.30
  • Published : 2023.12.30
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Abstract

Purpose: This study aims to determine the marketability of the heritage sites in Region III, Philippines. More specifically, it will obtain information on the: (a) profile of the heritage sites in Central Luzon; (b) dimensional issues of their marketability along social, environmental, and economic lines; (c) quality of services in terms of tangibility, responsiveness, empathy, assurance, and reliability; and (d) its business model canvas. Research design, data, and methodology: This will utilize a descriptive survey of the heritage sites in Central Luzon, namely: Aurora, Nueva Ecija, Bulacan, Pampanga, Tarlac, Zambales, and Bataan. There will be 60 respondents, including 5 facilitators, 24 residents, and 31 tourists. The results will be statistically measured through the measures of central tendencies, dispersion, and the test of significance. Result and conclusion: This study will comprehensively examine the local tourism sector, benefiting various stakeholders. It serves as a valuable resource for tourists by providing insights into destination marketing strategies and enhancing heritage tourism experiences. Administrators benefit from coping strategy evaluations, aiding in the formulation of effective strategies aligned with industry goals. Tourism businesses align with industry objectives and the study streamlines ordinances for site protection for local government units. Additionally, the community gains empowerment through insights into employable activities and potential businesses, influencing assessments of the justification for local preservation ordinances.

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