ABSTRACT

This study dwells with the investigation of the strategies that Muntinlupa City possesses to promote its cultural heritage and proposes a promotion plan to overcome the identified challenges. A significant research gap exists in understanding the relationship between digital cultural heritage promotion and its impact on travel decisions, site engagement, and long-term preservation efforts. The objectives of this study are to identify the strategies that Muntinlupa City utilizes to promote its cultural heritage and provide the city with a plan they can use to improve or enhance their cultural heritage promotion. A qualitative case study approach was employed to examine the marketing strategies used for promoting the cultural heritage of Muntinlupa City. Data were collected through semistructured interviews with two employees from the Tourism, Culture, and the Arts Department (TCAD), selected via purposive sampling. Thematic analysis was used to identify key themes and insights. The interview findings highlighted key challenges and opportunities in Muntinlupa City’s cultural heritage promotion, leading to the identification of core themes. Under the theme of “Traditional Promotion Practices,” the city effectively utilizes print materials and event-based promotions to engage diverse audiences. The theme of “Social Media Promotion Challenges” revealed difficulties in maintaining a consistent online presence due to limited manpower and resource constraints. Lastly, the theme of “Website Management Issues” emphasized the lack of control over the city’s official website, hindering effective digital outreach. These insights provide a foundation for developing strategic recommendations to enhance cultural heritage promotion. This highlights the need for a strategic enhancement plan to optimize Muntinlupa City’s cultural heritage promotion, addressing limitations in digital marketing and resource allocation to foster sustainable cultural tourism.

Keywords: Promotion, Cultural Heritage, Challenges, Strategies, Promotion Plan

Author/s:

Taña, Alyssa Marie T.
alyssamarie050307@gmail.com
Lyceum of Alabang

Aromin, Arianne Lou R.
Lyceum of Alabang

Cuyagbo, Arlan E.
Lyceum of Alabang

Bautista, Esther N.
Lyceum of Alabang

Jeminos, Princess Margarette P
Lyceum of Alabang

Pineda, Dynice Lee M.
Lyceum of Alabang