Advisers

Robert Kevei Cruz

Discipline

Marketing

Abstract

Rizal Park is a historical park located in Manila, Philippines, dedicated to the national hero. A leading reformist and nationalist, Dr. José Rizal, was shot by a firing squad in Bagumbayan on December 30, 1896. His execution aroused indignation and came to serve as a rallying point for the Philippine Revolution against Spanish colonization. In honor of this individual, the park was later designed as a memorial park. The researchers seek to determine successful marketing practices that appeal to various audiences and increase tourist interaction. The research analyzes the current marketing strategies implemented at Rizal Park, determining their success in highlighting the park's cultural and historical significance and finding ways to improve to increase tourist and enhance their overall experience. The design used in this study is descriptive research. Descriptive research design involves observing and collecting data on a given topic without attempting to infer cause-and effect relationships. The goal of descriptive research is to provide a comprehensive and accurate picture of the population or phenomenon being studied and to describe the relationships, patterns, and trends that exist within the data. To get data, the study will employ a quantitative method to Evaluating the Effectiveness of Marketing Strategies in Rizal Park. Rizal Park serves as a favored destination for history, families, and individuals seeking cultural experiences, walking trails, fountains, and numerous gardens, and has been officially designated as both a national monument and a national cultural treasure. The enhancement plan addresses several critical areas, including the improvement of restroom, the enhancement of visit frequency through strategic marketing initiatives utilizing social media and local advertisements, the improvement of souvenir offerings by locally made and historically inspired items, the review of parking fees and installation of signage concerns, the implementation of QR codes for navigation and the updating of the park's official website. Study examines tourist demographics, marketing strategies, and satisfaction levels at Rizal Park, revealing that young adults are the primary visitors with equal gender representation. There are recommendations such as enhancing social media, promoting historical relevance through school programs, organizing interim recreational events, and implementing QR code help desks and improved safety measures.

Keywords

marketing strategies, visit frequency, rizal park