FIELD EXPOSURE AND EVALUATION WITH SWOT ANALYSIS OF CUATRO ISLAS IN INOPACAN LEYTE

Abstract
The aim of the study is for Cuatro Islas to be known and to have its own destination brand, a brand that the core essence of the place in terms of its values as perceived by consumers is about the emotional relationship between the place and its visitors – how they are going to perceive the enduring nature of the destination in relation to other places.
In short, it is about the personality of the place and how it makes people feel about it. In addition this is also to promote Cuatro Islas as an Ecotourism destination that will be known not just locally but internationally.
Being a tourist potential destination much has to be done to become one of the premier tourist attractions in the region and in the country as well also considering the fact that there are many beautiful islands in the Philippines. This study envisions positive out-come from the proposed strategic destination branding in developing and promoting Cuatro Islas as a world class eco-tourism destination in Leyte.
Introduction
Tourism has often been seen a key element in the development of places and destinations, which are adopting branding strategies that is meant to gain a competitive position and assert their identity - in their communication with potential tourists” Tourists are always interested in knowing how their economies fare as compared with their competitors. A specific SWOT analysis can be a useful tool to analyze the state of an economy and help tourist destinations to improve their fundamentals.
With global international tourist arrivals reaching one billion each year, and growth only expected to increase, opportunities in the tourism industry are endless. Yet many destinations and tourism businesses fail to achieve success. Why are so many destinations struggling in a climate that is ripe for tourism? Marketing and destination branding is a major part of the problem, but it is also an integral part of the solution. Today’s traveler can virtually tour destinations at the touch of a finger, communicate with distant islands on their way to the office and plan customized adventures through simple online platforms. By failing to connect with and captivate this virtual audience, many tourism enterprises are fighting an uphill battle. Therefore, stop marketing. Start marketing with a purpose. Without the correct combination of tourism marketing strategies, tools, and technology, your travel business will not able to find potential clients, and even more importantly, those potential clients will not be able to find you.
A successful tourism business requires a brand that speaks to its target markets, content that successfully generates potential clients and a level of service that listens to customers’ demands, all within ever diminishing budget constraints.

Information of Cuatro Islas A Hispanic term for the group of four (4) scenic islands off the coast of the municipalities of Inopacan and Hindang in the Southwestern part of Leyte, Cuatro Islas represents nature’s quadruplets lying gloriously over the pristine blue waters of camotes sea. The foursome offers a breath-taking panorama amidst the abundant white sand and crystal clean water. Early in the morning, the peeping sun rise on the verdant mountain of Inopacan whose rays aglow the turquoise sea, and in late afternoon, one can witness the golden sunset rays biding goodbye from the gray western horizon. A haven for nature lovers, it’s a great escape from the boredom of life’s every day. A place beyond compare, it is the Cuatro Islas.Cuatro Islas (Spanish, meaning "Four Islands") is a group of islands belonging to the municipalities of Inopacan and Hindang, in the province of Leyte, Philippines. This group of islands is composed of Apid,Digyo and Mahaba, which belong to the administrative jurisdiction of the municipality of Inopacan, while Himokilan belong to the administrative jurisdiction of the municipality of Hindang.
The islands are drawing a good number of local and foreign tourists to its pristine beaches and coral reefs.

The Quadruplets: Indeed, the four islets are not identical in sizes and quite unique from each other, yet, it is similarly blessed with nature’s treasures, a white sand, pristine clear waters, extra-ordinary rock formation and non-fathomable marine wealth. Cuatro Islas From Afar

#offtoCuatroIslas #lettheadventurebegin

DIGYO ISLAND

Digyo Island can be considered as the youngest among the quadruplets, it is being the smallest with just a total land area of 4.5 hectares, and less inhabited. Being the smallest among the group, digyo is very fragile and may not capable to withstand the pressure of human activity. Being very delicate, minimal activities can only be offered in the land base.
Diving, snorkeling, boat and kayaking could be the best activities offered in this island. The abound of corals in the undersea environs lend much to the beauty of the clear water in their littoral isobaths giving bathers and picnickers the feelings of splurging in paradise virgin waters located at the northern part of the island where white sands and shifting sand bars can be best offered to the picnickers who need to relax and enjoy away from the heat and pressure of the highly technological world.

DIGYO ISLAND SPLENDID BEAUTY AT ITS FINEST

MAHABA ISLAND WITH ITS CRYSTAL CLEAR WATER

As its name suggests, Mahaba Island is elongated in shape and is is considered second from the smallest among the quadruplets, having a total area of 20.8 hectares only. The island is covered in lush vegetation and barely inhabited with only a tiny village in the northwest. There are beautiful white-sand beaches on the eastern and northern sides. The waters off Mahaba are remarkably clear and crystalline, among the clearest we've seen. There are rock formations on the eastern side and a long sand-bar running parallel to the beach.
Mangrove species also found in the Island particularly “Bakawan” including the endangered mangrove associate species “Bantolinao” found abundantly in the island closely in association with coconuts along in coastline rocks.
The island is very much ideal for bathing and picnicking gimmickry. The balmy breeze sweeping across the islands could make any one drowse resulting to a good satisfying sleep. The island offers bounty of fresh catch of fish and shellfishes from the surrounding seas which beachgoers could not go without while visiting the island, while the others having their fun of in the fine white sand, sunbathing, basking and frolicking in the sand, others can just go roasting fish, partaking in “kinilaw” and drinking the most choice tuba that is available in the locality, strumming guitar, singing and laughing with the waves, while others are sleeping at the balmy noon breeze under the shade of coconut, talisay and bangkal trees.
Rock formations at Mahaba Island; Himokilan Island is visible to the left. “The waters off Mahaba are remarkably clear and crystalline, among the clearest we've seen.” According to tourist

The long sand bar at Mahaba Island that makes you visits the island again and again. Mahaba is perfect for beach bumming but also offers plenty of shade if the sun gets too hot. There were several species of birds nestling in the trees just off the beach and a rare and elusive specie of red shrimp may be found in the lagoons and streams in Mahaba.

APID ISLAND

Apid Island is the most populated of the Cuatro Islas and the one located farther out west than the others. It is considered the second largest island among the four, it has a total land area of 35.6 hectares. This island is quite flat and if viewed from above, it is circular in shape. Because a considerable size of people is living in the island, Apid had long been considered as one barangay under the municipality of Inopacan. The village has an elementary school and barangay clinic. Islanders are mainly fishermen and palm straw growers. The fishermen either dry their catch under the sun and trade them in the mainland for their other needs or sell their fresh catch to the mainland. The most peculiar in the island are the way and the manner by which the women weave their way to mat. Members of the household take pleasure in weaving mats under the cool shade of breadfruits trees, in the cozy makeshift of the sea breezing continuously providing coolness and serenity to the soul.
During your stay, you may have your social interaction with the village folks. The experience surely will enrich you about life as may roam the island to have a pick for souvenir items during your stay in the island. Your favorite beach sports with the locales can be best facilitated in this island.
Trekking the island top most offers much fun and enjoyable to discover anything that you may consider your find worth keeping. APID ISLAND

HIMOKILAN ISLAND WITH ITS ABUNDANCE IN AQUA MARINE RESOURCES Beautiful beach cove at Himokilan Island; coral reefs in the foreground. Himokilan is actually the nearest of the four islands to the mainland at Inopacan. A tour would take tourists past some pretty beach bays on the northeastern part of Himokilan and plenty of coral reefs around. The southwestern part of the island is a sanctuary where fishing, snorkeling and diving are all strictly prohibited. However, in retrospect, you should ask the boatmen to anchor about 100 meters from shore where the corals were abundant – at least in those areas not classified as sanctuaries.

Objectives of the Study 1. To be familiar with the role of branding management in the tourism industry. 2. To have a positive, focused and consistent communication strategy for the destination to be known. 3. To develop and promote Cuatro Islas to become a competitive eco-tourism destination. 4. To increase tourist visits and or arrivals. 5. To attract and invite local and foreign investors. 6. To be widely known as a top choice tourist destination in the Region of Leyte.
Let’s make Cuatro Islas the next Boracay in Leyte.
The big question is “HOW?” Materials and Methods 1. SWOT Analysis of Cuatro Islas- Performing a SWOT analysis for a city helps to develop a logical plan that maximizes the municipality's strengths, minimizes weaknesses, takes advantage of regional opportunities and limits potential threats.
Strengths
- local government support
- the destination has four beautiful scenic islands
- the islands are rich in aqua marine resources/ marine biodiversity
- fine white sands and remarkable crystal clear water
- unexplored eco-tourism potential site
- best site for recreational activities such as snorkeling, diving, kayaking, banana boat riding, jet skiing etc.
- Inopacan as a whole is a source of seafoods; bolinao, squids, crabs, octopus sea urchins, seaweeds etc.
-hospitable locals

Weaknesses
- limited monetary assistance provided by the Government
-commitment of researchers to study the potential of destination
- Marketing strategies
-brand portfolio
-small business units
-Limited livelihood programs
-future profitability
-cost structure
- Seasonality
Bad weather condition
- Low Governance and enforcements in terms of tourism awareness
- limited water supply
-using solar as source of electricity
-community acceptability/lack of Tourism Education to locals
- limited information given to tourists by motor boat operators
- rules governed by LGU’s are not strictly implemented in the islands
Opportunities
-growing economy
-new acquisitions
-income level is at a constant increase
-growing demand
Threats
-increasing rates of interest
-price changes
-increasing costs - Concern about social degradation - Waste management control - Water conservation - Tourists safety and security - 2. E-marketing( Facebook, Instagram, Twitter) a. Creation of Web/FanPage- posting of pictures and information about the islands, please search, like and share on facebook; Cuatro Islas Inopacan, the four scenic Islands of Leyte b. YOUTUBE- Videos promoting the islands c. MULTIMEDIA ADVERTISEMENT- to encourage more tourists’ arrivals. * TV ADS * MAGAZINES * NEWPAPERS * RADIO ADS * BROCHURES, LEAFLETS/ PAMPHLETS, TARPAULINS DISPLAYED IN INOPACAN 3. PUBLIC RELATIONS- Word of mouth or the Tourists wonderful experience or moments of truth relayed to other people. How to get there: Estimated Cost From Cebu- Hilongos Roble Shipping Lines- P365/pax Gabisan- P315/pax From Hilongos- Inopacan Multicab- P15/pax Van-P30/pax

Welcome to Inopacan LGU Registration Digyo Entrance Fee- P50/pax Camping tent for rent- 150 Portable tent for rent- 200/unit with 1 table and 4 chairs Boat Rentals
Standard fees for Small Motor Boats with the carrying capacity of 10 persons below
10 persons below- 2, 000 good for 1 island 2, 500 island hopping/overnight 3, 000- 3,500 (Another island hopping in the morning)
( optional depending upon the request of the tourist and of course with weather conditions too)
Standard fees for Bigger Motor Boats with the carrying capacity of 15-20 persons
11-22 persons- 3,000 for 1 island 3,500 island hopping/overnight

Standard fees for Bigger Motor Boats with the carrying capacity of 20-40 persons
23-40 persons- 4,500 for 1 island 5,000 island hopping/overnight

To include himokilan in hindang additional 200-500 pesos
Offering

Digyo
White sand around the island
Good picnic site
Both ends of the digyo island have shifting sandbars

Available Structures in Digyo

5 units closed cottages with small room and sala - P500/night
6 units open cottages- P300/night
Canteen (about to operate)
Designated cooking and grilling area
2 units CR for men
2 units CR for women coupled with bathroom
6 units solar for lighting

Mahaba Island
- good picnic area
-White sand facing mainland,
-rock formations surrounding the island due to wave action
-a nice tree called bantolinao like bonsai
-with lagoon surrounded by associate mangrove species – and in the lagoon there are rare red shrimp

Apid Island
-White sand facing mainland,
-rock formations surrounding the island due to wave action
-popular island in making of boats/motorboats using wooden keel
-you will see fishermen mending nets
-you will discover how to make pandan/romblon strips “lilas” using pandan or romblon for mat weaving and handicrafts such as bags, placemats, slippers, bags

Himokilan Island

-White sand facing mainland,
-rock formations surrounding the island due to wave action
- rich in aqua marine resources Conclusion & Implications
Efforts to integrate the marketing and branding of tourism analysis have been undertaken in this analysis. The Life Cycle of a destination cannot explain the movement towards sustainability that is so commonly sought in many destinations and that is considered as a strategy to overcome stagnation. It is evident; therefore, that sustainability must be explained through several ways. The end result of the adoption of marketing strategies must include measures for the conservation and protection of the environment, as well as land use planning in general. If these strategies are to have a positive impact on the environment, they must incorporate a regulatory frame-work in relation to the environment. Such moves have not yet been completed in Cuatro Islas. The Government of the Inopacan, Leyte however is trying to create awareness and facilitate the transportation system as to ease the tourist’s needs. This is one of the implications, our government should not only after the profit but also the maintenance and sustainability of the destination, the need to put into practice, not only laws, but to decide the strategic management of the destination bearing in mind the different stakeholders interests and trying to share the same objectives. It seems not easy at all. This analysis, has allowed us to recognize the relevance of the problems identified, in relation to strategic operations in the island, concerned with tourist activity, excess of supply, imbalances in demand, lack of consensus in environmental matters and problems of security. These problems have taken the island to its present phase of discovery and development. This is a critical position, and also serves to highlight the necessity to combine sustainability principles within an appropriate framework in order to develop a solid and coherent approach to the marketing management of Island Destinations. Finally, the findings in relation to the Island of Cuatro Islas, can serve as an example for New Developing Destination, notably in terms of a response to experiencing positive feedback of the tourists. Before dealing with much more with marketing and sustainability, we must first evaluate the fundamental principles of the future development of each tourist destination (for example, in terms of rural demography, economy, and development potential). This enables an analysis of the interrelationships between the different strategies and the desired objectives, and to measure the negative impacts as well as the positive ones of such responses.

References: 1. Destination Marketing Management Theories and Application- Yoncheng Wang, Abraham Pizam 2011 2. https://books.google.com.ph/books?isbn=1845937627 3. The role of Destination Branding in Tourism Marcello Risitano Business Studies PhD 4. www.esade.edu/cedit2006/pdfs2006/.../paper_risitano_esade_def.pdf I would also like to acknowledged and give thanks to Inopacan LGU DENR and Tourism Officers for the interview and information provided to me in conducting this case study. Mr. Al Galo Mr. Charlemagne Polo Mr. Bong Abenoja

Prepared by Glenna Bazar MBA-TLM