Carolino, J. & Sabado, J. (2016). Into the Eco: A Case Study on the Capabilities of the Local Government of Gen. Tinio in Strategically Marketing Minalungao National Park as an Ecotourism Destination. Unpublished Thesis. University of the Philippines College of Mass Communication.

This paper describes the capability of the LGU of Gen. Tinio to promote Minalungao National Park as an ecotourism destination in terms of strengths, weaknesses, opportunities and threats in relation to strategic planning. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships. In the face of an increasingly competitive tourism industry, marketing had become a concern for the public sector as well. This paper reviews all available documents of the LGU about tourism, assesses focus interviews conducted with LGU officials, and surveys administered to the local communities and LGU employees. The researchers looked into the internal and external factors related to the capability of LGU to promote MNP. Based on the findings, the strengths of the LGU are the organization’s communication, technical competence, and commitment, while its institutional capacity is the weakness. Accessibility to Facebook users, credibility and persuasiveness of IEC are opportunities, while accessibility of IEC to non-Facebook users is a threat.