Left Behind or Unseen Potential? A SWOT and 7Ps of Marketing-Based Evaluation of Biliran Island’s Tourism Development A Strategic Evaluation of Biliran Island’s Tourism Using SWOT and Marketing Mix Frameworks
Abstract
This study examined the perceptions of tourism development in Biliran Island through the lens of the 7Ps of marketing, comparing insights from local residents and respondents outside the province. Utilizing the Wilcoxon Signed-Rank Test, a statistically significant difference was found between the two groups, with outsiders holding more favorable views than locals (z = -4.106, p < .001). Further non-parametric analyses, including Mann-Whitney U and Kruskal-Wallis tests, explored the influence of demographic variables such as sex, age, education, occupation, income, frequency of visit, and purpose of travel. While some variables showed no significant influence, notable differences emerged in perceptions based on salary, purpose of visit, and region, indicating that socio-economic status and motivation for travel affect how tourism development is evaluated. The findings suggest that Biliran Island is not entirely left behind but holds unseen potential that remains underappreciated by its own residents. Outsiders perceive the island more optimistically, highlighting the need for inclusive, community-based tourism development that bridges the perception gap. Strategic investments in infrastructure, stakeholder collaboration, and community empowerment are recommended to transform Biliran into a recognized, sustainable tourism destination.
References
Backer, E. (2012a). VFR travel: It is underestimated. Tourism Management, 33(1), 74–79. https://doi.org/10.1016/j.tourman.2011.01.027
Backer, E. (2012b). VFR travel: It is underestimated. Tourism Management, 33(1), 74–79. https://doi.org/https://doi.org/10.1016/j.tourman.2011.01.027
Badilla, M. C. G. (2022). New Approaches to Market Segmentation, Targeting and Positioning: The Case of Maribojoc, Bohol, Philippines (pp. 189–210). https://doi.org/10.1007/978-3-030-83711-2_9
Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563–582. https://doi.org/10.1080/10548408.2019.1592059
Butler, R. (2018). Sustainable Tourism in Sensitive Environments: A Wolf in Sheep’s Clothing? Sustainability, 10(6), 1789. https://doi.org/10.3390/su10061789
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636. https://doi.org/10.1016/j.tourman.2007.06.007
Department of Tourism (DOT). (2023). Tourism industry performance report 2023. Department of Tourism, Republic of the Philippines. https://www.tourism.gov.ph
Dangi, T., & Jamal, T. (2016). An Integrated Approach to “Sustainable Community-Based Tourism.” Sustainability, 8(5), 475. https://doi.org/10.3390/su8050475
Dodds, R., & Butler, R. (2019). Overtourism: Issues, realities and solutions. De Gruyter. https://doi.org/10.1515/9783110607369
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25, 179–188. https://doi.org/10.1007/s12525-015-0196-8
Hasan, M. M., & Islam, M. S. (2020). Marketing mix (7Ps) and tourists’ satisfaction: A study on Cumilla. ResearchGate. Retrieved from https://www.researchgate.net/publication/348849354
Iswara, A. M. Y., Budiarsa, M., & Ardika, I. W. (2020). IMPROVING THE MARKETING STRATEGY INTO 7PS+ FOR SUSTAINABILITY: A STUDY OF BALI TOURISM, INDONESIA. Russian Journal of Agricultural and Socio-Economic Sciences, 104(8), 15–23. https://doi.org/10.18551/rjoas.2020-08.02
Khanna, P. (2021). Infrastructure and tourism competitiveness: A global perspective. Tourism Management Perspectives, 40, 100900. https://doi.org/10.1016/j.tmp.2021.100900
Khoo-Lattimore, C., & Prayag, G. (2015). The girlfriend getaway market: Segmenting accommodation and service preferences. International Journal of Hospitality Management, 45, 99–108. https://doi.org/10.1016/j.ijhm.2014.11.001
Kotler, Philip., Bowen, J. T. ., Makens, J. C. ., & Baloglu, Seyhmus. (2017). Marketing for hospitality and tourism. Pearson Education Limited.
Liangco, N., Khong-Khai, S., Leelapattana, W., Thongma, W., Guntoro, B., & Thongma, W. (2024). Wings of change: Empowering agro-rural tourism stakeholders through a multifaceted approach for sustainable development. Multidisciplinary Reviews, 7(10). https://doi.org/10.31893/multirev.2024232
Mazzola, F., Cirà, A., Ruggieri, G., & Butler, R. (2022). Air transport and tourism flows to islands: A panel analysis for southern European countries. International Journal of Tourism Research, 24(5), 639–652. https://doi.org/10.1002/jtr.2527
Middleton, V. T. C., & Clarke, J. (2021). Marketing in travel and tourism (5th ed.). Routledge. https://doi.org/10.4324/9781003142435
Palaniswamy, S. (2021). Social media marketing’s impact on tourism destination branding. arXiv preprint. Retrieved from https://arxiv.org/abs/2107.03895
Philippine Statistics Authority. (2024). Tourism Satellite Accounts of the Philippines. Retrieved from https://psa.gov.ph
Pilipinas Reddit Users. (2023–2024). Multiple discussions on Biliran’s tourism state. Reddit. Retrieved from:https://www.reddit.com/r/phtravel/comments/1dbsuhz
Pratiwi, R. A., & Agustinawati, D. (2023). The effect of marketing mix 7Ps on millennial tourists’ satisfaction. Proceedings of ICOSPOLHUM 2023. Retrieved from https://proceedings.unimal.ac.id/icospolhum/article/view/258
RSIS International. (2021). Revisiting the marketing practices of travel agencies in Region I, Philippines. International Journal of Research and Innovation in Social Science, 5(7). Retrieved from https://rsisinternational.org
Sambhanthan, A., & Good, A. (2013). Strategic use of digital tourism marketing in developing countries. arXiv preprint. Retrieved from https://arxiv.org/abs/1302.5195
Sukpornsintham, N., & Soontayatron, S. (2019). Domestic travel decision-making of Thai cabin crew: A 7Ps marketing perspective. Suan Sunandha Rajabhat University Journal, 11(3). Retrieved from https://he02.tci-thaijo.org/index.php/spsc_journal/article/view/240150
Sun, Y., & Matamis, J. B. (2024). Analysis of marketing strategy for tourism development in Wudang Mountains. SDCA Asia-Pacific Multidisciplinary Research Journal, 6(1). Retrieved from https://sites.google.com/sdca.edu.ph
Tourism Promotions Board Philippines. (2016). The Philippines: It’s more fun in the Philippines: Rebranding a nation. Philippine Department of Tourism.
UNWTO. (2024). Rural tourism. UN Tourism.
Vavpotič, D., Knavs, K., & Cvelbar, L. K. (2021). Using a market basket analysis in tourism studies. Tourism Economics, 27(8), 1801–1819. https://doi.org/10.1177/1354816620944264
Backer, E. (2012b). VFR travel: It is underestimated. Tourism Management, 33(1), 74–79. https://doi.org/https://doi.org/10.1016/j.tourman.2011.01.027
Badilla, M. C. G. (2022). New Approaches to Market Segmentation, Targeting and Positioning: The Case of Maribojoc, Bohol, Philippines (pp. 189–210). https://doi.org/10.1007/978-3-030-83711-2_9
Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563–582. https://doi.org/10.1080/10548408.2019.1592059
Butler, R. (2018). Sustainable Tourism in Sensitive Environments: A Wolf in Sheep’s Clothing? Sustainability, 10(6), 1789. https://doi.org/10.3390/su10061789
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636. https://doi.org/10.1016/j.tourman.2007.06.007
Department of Tourism (DOT). (2023). Tourism industry performance report 2023. Department of Tourism, Republic of the Philippines. https://www.tourism.gov.ph
Dangi, T., & Jamal, T. (2016). An Integrated Approach to “Sustainable Community-Based Tourism.” Sustainability, 8(5), 475. https://doi.org/10.3390/su8050475
Dodds, R., & Butler, R. (2019). Overtourism: Issues, realities and solutions. De Gruyter. https://doi.org/10.1515/9783110607369
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: Foundations and developments. Electronic Markets, 25, 179–188. https://doi.org/10.1007/s12525-015-0196-8
Hasan, M. M., & Islam, M. S. (2020). Marketing mix (7Ps) and tourists’ satisfaction: A study on Cumilla. ResearchGate. Retrieved from https://www.researchgate.net/publication/348849354
Iswara, A. M. Y., Budiarsa, M., & Ardika, I. W. (2020). IMPROVING THE MARKETING STRATEGY INTO 7PS+ FOR SUSTAINABILITY: A STUDY OF BALI TOURISM, INDONESIA. Russian Journal of Agricultural and Socio-Economic Sciences, 104(8), 15–23. https://doi.org/10.18551/rjoas.2020-08.02
Khanna, P. (2021). Infrastructure and tourism competitiveness: A global perspective. Tourism Management Perspectives, 40, 100900. https://doi.org/10.1016/j.tmp.2021.100900
Khoo-Lattimore, C., & Prayag, G. (2015). The girlfriend getaway market: Segmenting accommodation and service preferences. International Journal of Hospitality Management, 45, 99–108. https://doi.org/10.1016/j.ijhm.2014.11.001
Kotler, Philip., Bowen, J. T. ., Makens, J. C. ., & Baloglu, Seyhmus. (2017). Marketing for hospitality and tourism. Pearson Education Limited.
Liangco, N., Khong-Khai, S., Leelapattana, W., Thongma, W., Guntoro, B., & Thongma, W. (2024). Wings of change: Empowering agro-rural tourism stakeholders through a multifaceted approach for sustainable development. Multidisciplinary Reviews, 7(10). https://doi.org/10.31893/multirev.2024232
Mazzola, F., Cirà, A., Ruggieri, G., & Butler, R. (2022). Air transport and tourism flows to islands: A panel analysis for southern European countries. International Journal of Tourism Research, 24(5), 639–652. https://doi.org/10.1002/jtr.2527
Middleton, V. T. C., & Clarke, J. (2021). Marketing in travel and tourism (5th ed.). Routledge. https://doi.org/10.4324/9781003142435
Palaniswamy, S. (2021). Social media marketing’s impact on tourism destination branding. arXiv preprint. Retrieved from https://arxiv.org/abs/2107.03895
Philippine Statistics Authority. (2024). Tourism Satellite Accounts of the Philippines. Retrieved from https://psa.gov.ph
Pilipinas Reddit Users. (2023–2024). Multiple discussions on Biliran’s tourism state. Reddit. Retrieved from:https://www.reddit.com/r/phtravel/comments/1dbsuhz
Pratiwi, R. A., & Agustinawati, D. (2023). The effect of marketing mix 7Ps on millennial tourists’ satisfaction. Proceedings of ICOSPOLHUM 2023. Retrieved from https://proceedings.unimal.ac.id/icospolhum/article/view/258
RSIS International. (2021). Revisiting the marketing practices of travel agencies in Region I, Philippines. International Journal of Research and Innovation in Social Science, 5(7). Retrieved from https://rsisinternational.org
Sambhanthan, A., & Good, A. (2013). Strategic use of digital tourism marketing in developing countries. arXiv preprint. Retrieved from https://arxiv.org/abs/1302.5195
Sukpornsintham, N., & Soontayatron, S. (2019). Domestic travel decision-making of Thai cabin crew: A 7Ps marketing perspective. Suan Sunandha Rajabhat University Journal, 11(3). Retrieved from https://he02.tci-thaijo.org/index.php/spsc_journal/article/view/240150
Sun, Y., & Matamis, J. B. (2024). Analysis of marketing strategy for tourism development in Wudang Mountains. SDCA Asia-Pacific Multidisciplinary Research Journal, 6(1). Retrieved from https://sites.google.com/sdca.edu.ph
Tourism Promotions Board Philippines. (2016). The Philippines: It’s more fun in the Philippines: Rebranding a nation. Philippine Department of Tourism.
UNWTO. (2024). Rural tourism. UN Tourism.
Vavpotič, D., Knavs, K., & Cvelbar, L. K. (2021). Using a market basket analysis in tourism studies. Tourism Economics, 27(8), 1801–1819. https://doi.org/10.1177/1354816620944264
Authors
Carreon, J. (2026). Left Behind or Unseen Potential? A SWOT and 7Ps of Marketing-Based Evaluation of Biliran Island’s Tourism Development : A Strategic Evaluation of Biliran Island’s Tourism Using SWOT and Marketing Mix Frameworks. International Journal of Sustainable Competitiveness on Tourism, 5(01), 16–37. https://doi.org/10.34013/ijscot.v5i01.2231
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.