Review of current marketing strategies of shop owners under the quezon bridge in Quiapo Manila : basis for creative tourism initiatives

This study examines the marketing strategies employed by shop owners under the Quezon Bridge in Quiapo, Manila, a vibrant marketplace known for its handcrafted wooden art and cultural significance. Despite its rich heritage and potential to attract tourists, the market faces significant challenges that need to be addressed, including low market visibility, limited marketing resources, and competition with mass-produced goods. In this study, we explored the marketing strategies currently employed by shop owners and assessed their readiness to adopt creative tourism initiatives to enhance economic and cultural opportunities. Most shop owners, primarily women aged 35-44 with over two decades of experience, rely heavily on digital marketing, particularly social media, for its ability to reach broader audiences. Traditional methods, such as word-of-mouth, also play a role in building customer trust. However, many shop owners struggle to fully optimize these strategies due to difficulties in effectively targeting audiences and leveraging digital tools. Despite these hurdles, the shop owners expressed strong interest in creative tourism initiatives, particularly pop-up exhibitions, to showcase their crafts and foster deeper connections with customers. The study collected and analyzed data using quantitative research methods to identify actionable insights. The findings emphasize the resilience and creativity of these artisans, who are eager to adapt and innovate. By combining digital marketing with immersive tourism strategies, the market has the potential to become a vibrant destination that not only celebrates Filipino craftsmanship but also contributes to the cultural and economic enrichment of the community. Keywords: Creative Tourism Initiatives, Handicraft, Quiapo, Marketing Strategy, Shop owners