The Relationship Between Marketing Strategies of Tourism and Tourist Satisfaction in The Municipality of Impasugong
Abstract
The study aimed to assess the relationship between marketing strategies of the Communal Ranch in Impasugong, Bukidnon and tourist satisfaction. Moreover, the study was theoretically based on the 5A’s of tourism model that was proposed by Dickman (1989) [11] which determined the following pillars to destination development and tourist retention as essential: attraction, accommodation, amenities, activities and accessibility. The study employed a quantitative, correlational research design to gather data by a validated survey of 150 tourists who were selected using the convenience sampling techniques. The descriptive analysis showed that there was a very high-level marketing strategy implementation (M=3.957) and general satisfaction of the tourist (M=3.956). The Spearman’s Rho test showed that there was a positive correlation of significance between marketing strategies using the 5A’s and tourist satisfaction (r=.817, p=.001). Thus, the null hypothesis was rejected. Most of the attributes were rated high but road conditions were ranked among the first areas to be improved to make them more accessible. This research was useful in the literature of tourism management because it empirically confirmed the 5A’s framework in a ranching community setting and served as a guide to the local government units to ensure that they allocated their resources in the most effective way in order to achieve sustainable growth in tourism. Also, for the future researchers, they may explore additional factors beyond the 5A’s.
How to Cite This Article
Sharie D Elao, Jovydell P Licańel, Vanessa V Macaurog, Rojean Mae A Honongan, Sheena Mae D Candilanza, Jovert J Delegencia (2026). The Relationship Between Marketing Strategies of Tourism and Tourist Satisfaction in The Municipality of Impasugong . Journal of Frontiers in Multidisciplinary Research (JFMR), 7(1), 489-503. DOI: https://doi.org/10.54660/.JFMR.2026.7.1.489-503