Ariel Alzona: A Case in Social Entrepreneurship in Cultural Tourism

Abstract

This case has two parts A and B. The Case (A) discusses how a young medical professional chose to develop his ancestral property as a place of tourism interest in quite unique manner in a small town south of Metro Manila, the capital city of Philippines .His property consisted of a traditional Spanish house containing historical ,ethnic even religious relics , beautiful architecture , a small chapel equipped with a bamboo organ and surrounding farmland with coconut plantation cultivated by a farming community . So, he became a social entrepreneur with a mission to enhance the quality of life of the farming community by strategically building up his social enterprise and attracting tourists with an urge for cultural tourism. This is the Part (A) of the case . Part (B) of the case discusses how the social entrepreneur carried out a direct marketing campaign to promote his offering to prospective tourists ,both domestic and international ,who might be inspired to visit the cultural tourism site .