Advisers

Christine A. Alinabo

Discipline

Tourism & hospitality

Abstract

The study focused on the Museo ng Katipunan in San Juan City to evaluate its promotional strategies. It aimed to determine the existing approaches of the museum and propose improvements to increase tourist engagement. The study was anchored on the AIDA model (Attention, Interest, Desire, Action) as its framework. A descriptive research design was used with 100 respondents, composed of 50 residents and 50 tourists chosen through quota sampling. A validated survey questionnaire served as the main tool, and the results were analyzed using frequency and percentage distribution, weighted mean, and ranking. Findings showed that most respondents were 18–22 years of age, female, first-time visitors, and often visited in groups. Historical and cultural value, ambiance, and visitor experience were identified as the strongest motivators, while marketing reach and access to information were rated lower. The study also revealed that social media promotion, educational partnerships, and commemorative events were the most effective strategies. The researchers concluded that improving digital promotions, enhancing visitor experience, and building school and community collaborations will help the Museo ng Katipunan attract more tourists and preserve its cultural and historical significance.

Keywords

tourist engagement, promotional strategies, museo ng katipunan, aida model, museum marketing