Promotional Strategies of Pandan Products as a Creative Destination in

Luisiana, Laguna

A Researcher Paper
Presented to the Faculty of
College of Hospitality Management and Tourism
Laguna State Polytechnic University
Main Campus
Sta. Cruz, Laguna

In partial Fulfillment
Of the Requirements for Degree of
Bachelor of Science in Hospitality and
Restaurant Management

Ma.Christina C. Cabigan
Wenaliza T. Del Rosario
 Chapter 1

INTRODUCTION

Luisiana is small, undeveloped town that need eveluation to be

famous not only in the Philippines but also in other countries. There is a need

to promote this kind of remote place.

The Creative Tourism is considered a new generation of tourism

by involving the tourist themselves and the locals in the creation of the tourist

products. It has been stimulated as a new form of tourism by more skilled

from of tourism activities, by the growth of new consumption patterns, and by

changes and in the production of tourism products. Creativity means`` the

production of novel and useful ideas in any domain’’, which refers to the

generation of ideas.

Today, creativity becomes as strategy that promoting individual

skill development and innovation, this strategy has been followed by many

cities and regions around the world in order to obtain the growth throughout

commodication, knowledge development, globalization and increasing

competition.

Example in Barcelona, Spain where in first world`s creative

tourism plat form created in 2005 to offer the visitors the opportunity to

discover the city of Barcelona and its surroundings in creative way, to interact

with the locals as well as to feel like locals themselves. Barcelona become

creative tourism it because of their historical places and the creative

experiences like creation of a drop-down book in star format in an art-studio

at the Poble Espanyol and the Tapa`s work shop also Catalana Rumba/

Flamenco dance class and the last is Performing tour in Barcelona.

While in New Zealand, Nelson Bays Arts Advocacy & Marketing Trust

(Arts Marketing) today announced the launch of a new network, Creative

Tourism New Zealand (CTNZ), that will offer a wide range of hands-on

creative workshops to visitors. CTNZ’s aim is to encourage visitors to

participate in interactive experience in New Zealand. According to Ali Boswijk

Chief Executive of Arts Marketing added, ‘I believe that this is the first time

anywhere in the world that a mix of creative workshops reflecting the culture

of a region has been offered together. Although creative tourism exists

elsewhere, particularly in cuisine, so far as i can tell, nowhere else is offering

a choice of workshops that are representative of one area and are marketed

collectively.’

Luisiana, Laguna haa an opportunity to become a creative tourism

because it`s unique product and celebrating the festival also they can

experience the beautiful tourist spots like different falls in Luisiana, Laguna.

And also they can interact with the locals as well as to feel like locals

themselves.
Background of the Study

Luisiana was once part of a place called Terreno de Nasunog, which

was later divided into three portions, and each became a part of the adjacent

towns. These became Nasunog de Lucban, Nasunog de Cavinti and

Nasunog de Majayajay, which became Luisiana. Thus, the town of Luisiana

was born, taking the name which for a long time was already adopted in

honor of the “father of the town,” Don Luis Bernardo and his wife, Doña Ana

(Luis y Ana).

Promotional Strategies has three categories: Social Media, Word of

mouth and Printed Material.

Pandan is the most known product in the place. Lack of Promotional

strategy is one of the reason the slowly development of Luisiana, Laguna.

Pandan grows abundantly in the town of Luisiana. According to Admin of

(wowlaguna.com), For more than 150 years, this plant continuously plays an

important part in the lives of the town people. Pandan weaving is the main

source of livelihood for most people of Luisiana. It’s been considered a family

tradition of the locals as this activity is done by almost everyone in the

household and has been passed on from one generation to the next.

They started weaving hats, mats, and baskets. But when the

cottage industry became bigger, the need for up-to-date designs arise. The

pandan weavers come up with stylish designs to keep up with their growing

market. Cite by the Admin of (wowlaguna.com), It was in September of 2005

when the groups of pandan weavers were registered as the Luisiana

Weaver’s Multi-Purpose Cooperative. The weavers earn from P150 to P300

depending on their finished products. The pandan woven items are sold

locally and are the stars during the celebration of the town’s Pandan Festival

every month of April. Pandan leaves are easier to manage during summer as

they are sun-dried, rather than in the rainy season when they have to heat the

leaves over fire.

Craftswomen collect the pandan leaves from plants in the wild.

Only the young leaves are cut so the plant will naturally regenerate. The

young leaves are sliced in fine strips and sorted for further processing.

Weavers produce basic pandan mats of standard size or roll the leaves into

pandan ropes for other designs. This is followed by a coloring process, in

which pandan mats are placed in drums with water-based colors. After drying,

the colored mats are shaped into final products such as place mats or jewelry

boxes. Final color touch-ups are applied to assure a product of high quality.

Resident’s of Luisiana express their creativity through various

products made from pandan leaves such as colorful hand bags, bayong

(native bags) in different sizes, native hats, mats, coin purses, wallets, and

other fanciful items.

The researcher came up into this study to help the people of Luisiana

to have additional income from tourist through their products. The aim is to

identify promotional strategies in marketing products to the world but also to

develop the place of this rural area to have more tourist that came in this

place to known their product that give some profit for the people

Theoretical Framework

The promotional of Luisiana, Laguna as a creative tourism using

different promotional strategies is an answer to the locals struggles for job

and also for the tourist satisfaction. According to (marketing-made-

simple.com) in this article promotion is one the key elements of the marketing

mix, and deals with any one or two way communication that takes place with

the consumer. This article concentrates is a high level introduction to

developing a promotional strategy for your business focusing on advertising

and other pull tactics

The researcher aim to prove that different promotional strategies is an

effective way and has a huge impact to promote Luisiana, Laguna as a

Creative Tourism destination.

Conceptual Framework

The researcher paradigm of the study is represented in figure 1.

IV DV

The Promotional Status of Pandan Product

Strategies of Pandan in Luisiana, Laguna as a
Products Creative Tourism

 Social Media  Availability of

 Word of Mouth Equipment

 Printed Material  Product Innovation

 Economic

Opportunity

Figure 1. The Researcher Paradigm

Base on the paradigm above served as a guide in formulating a

conceptual framework for the researcher to elicit answer to the basic raised
on this study. Promotional Strategies of Pandan Product as a Creative

Tourism Destination in Luisiana, Laguna.

Researcher Paradigm consist of two variables. The Independent variable and

the Dependent variable. Frame I is the Independent variable which consist

the Promotional Strategies of Pandan Product in terms of social media, word

of mouth and printed material. While Frame II shows the Dependent variable

which includes the Status of Pandan Product in Luisiana, Laguna as a

Creative Tourism in terms of availability of equipment, product innovation and

economic opportunity.

Statement of the Problem

This study promotional strategies of pandan products as a Creative

Tourism destination in Luisiana, Laguna Specially, it seeks to answer the

following question

1. What are the effect of the Promotional Strategies of Pandan Product in

terms of:

1.1 Social media

1.2 Word of mouth

1.3 Printed material

2. What are the Status of Pandan Product in Luisiana, Laguna as a

Creative tourism in terms of:

2.1 Availability of Equipment

2.2 Product Innovation

2.3 Economic Opportunity

3. Is there significant effect of Promotional Strategies of Pandan Product

as a Creative Tourism Destination in Luisiana, Laguna?

Hypothesis

The hypothesis formulated in null and working from is hereby

formulated for acceptance or support:

The use of different Promotional Strategies of Pandan Products

such as Social media, Word of mouth and Printed material have huge

impact in the Promotional Strategies of Pandan Products as a Creative

Tourism Destination in Luisiana, Laguna.

Significance of the Study

The study is justified on the best that Luisiana, Laguna can be

creative tourism destination not only locally but also in internationally

as well. The study aims to promote the Luisiana, Laguna for the benefit

of the indigenous residents in the town.

Local Residence can earn from source such as products souvenirs

and services that can be offered to explore.

Tourist to experience the uniqueness of the products made in

pandan leaves and also the attraction spots that can surely give the

satisfaction of the travelers.

Municipal of Luisiana In the Philippines will increase revenue from

different sources and people all over the world.

Future Researchers who aims can use this study to use us their

source of concrete information for any impending enquiry, researches,

or for any purposes.

Scope and Limitation

This study is all about Promotional Strategies of Pandan

Products as a Creative Tourism Destination in Luisiana, Laguna. It will

cover the town of Luisiana, Laguna. The respondents of the study

includes from the local residents of Luisiana, Laguna. The research

study will be evaluated in terms of the impact of the different

Promotional Strategies of Pandan Products as a Creative tourism

Destination in Luisiana , Laguna.

Definition of Terms

Availability of Equipment The quality of tools to use in pandan

products to become durable and we have a good quality of product.

Creative Tourism It is the uniqueness of the products and also the

travel industry that offers opportunity to produce good and services in

Luisiana, Laguna.

Economic Opportunity To give an income to the local residence of

Luisiana, Laguna

Printed Material A piece of paper that contains information of a certain

products and destination.

Product Innovation Develop the new product to attract the national

and international tourist.

Social Media A modern way of connecting to other people with the

use of internet

Word of Mouth A person who encourage to buy their products through

sales talking
 Questionnaire

Promotional Strategies of Pandan Products as a Creative Tourism

Destination in Luisiana, Laguna

Name: (optional) ____________________________

Age: ____________________________

Gender: ____________________________

Directions: Put check ( √ ) or supply the correct answer and the needed

information. Follow the legend of answers below.

Legend

5 - Very High

4 – High
 3 – Moderately High

2 – Low

1 – Very Low

Social Media 5 4 3 2 1

1. Using Facebook page to post images,

images, videos about the pandan products
and it helps to promote pandan products as
a creative tourism destination in Luisiana,
Laguna.
2. Using twitter they twit about the pandan
products and destination in Luisiana,
Laguna to encourage other people to buy
the products made in pandan and visit the
destination in Luisiana, Laguna.
3. Creating YouTube Channel to show how to
make the product made in pandan and to
view and share videos to other people.
4. Post blogs about the experience how to
make the pandan products and the
experience of tourist site in Luisiana,
Laguna.
Word of Mouth 5 4 3 2 1

1. Communicating with friends and talk abaout

the pandan products
2. Promoting the pandan product by giving
some information the local residence of
Luisiana, Laguna
3. Promoting pandan product by the good
quality of product.
4. Informing or encouraging the friends,
relatives, and other residence about the
 unique and good quality of pandan product
of Luisiana, Laguna.
Printed Material 5 4 3 2 1

1. Giving Fliers to other residence its help to

promote pandan product Luisiana, Laguna
2. Post some tarpaulin in other locaction to
give some information about Luisiana,
Laguna and its product.
3. Making brochure to show the picture,
product and some tourist attraction in
Luisiana, Laguna.
4. Using magazine it helps to make Luisiana.
Laguna pandan product known the tourist
Availability of Equipment 5 4 3 2 1

1. Luisiana, Laguna have the quality

equipment for making the pandan products.
2. The equipment are available in Luisiana,
Laguna.
3. It help to improve the pandan product of
Luisiana, Laguna
4. To make more products from pandan
products.
Product Innovation

1. Using pandan leaves and their creativity

they create a new design for their product.
2. Using different design of pandan products
are helps to attract customer or to attract
the tourist.
3. To make the product known and the
uniqueness of product
4. It can give tourist new product that
Luisiana, Laguna can offer to them.
Economic Opportunity 5 4 3 2 1

1. The pandan products of Luisiana, Laguna

are affordable for tourist and local residents
2. It helps to growth the economic and income
of Luisiana, Laguna
3. They give income to the residence of
Luisiana, Laguna
4. Because of their different design of their
product they can export in other country.