Promotional Strategy for an Ecotourism Business in Kiudkad, Siruma, Camarines Sur

Abstract

This study aimed to develop a targeted promotional strategy to increase tourist visitation at KiudKad – “The Last Resort,” an off-grid eco-tourism destination located in Siruma, Camarines Sur. Guided by the Destination Image Formation Theory, Push-Pull Theory, and the 7Ps of Marketing, the research employed a descriptive-exploratory qualitative design. Data were gathered through a case study approach, including unstructured interviews with management and employee surveys. A comprehensive SWOT and TOWS analysis was conducted to identify internal strengths and weaknesses, as well as external opportunities and threats.