Marivic V. Ricafort, PhD IHTM
Graduate School, Lyceum of the Philippines University-Batangas
mvricafort@lpubatangas.edu.ph
Date Received: July 30, 2021; Date Revised: October 1, 2021
Asia Pacific Journal of Management and Sustainable Development
Vol. 9 No. 2, 61-69
October 2021 Part II
ISSN 2782-8557
Destination Image Management of CALABARZON Region 467 KB 6 downloads
Marivic V. Ricafort, PhD IHTM Graduate School, Lyceum of the Philippines University-Batangas mvricafort@lpubatangas.edu.ph Date...Destination image even became a point of concern after acquiring a great prominence in conventional tangible goods and services markets, and later it also became a focal point in location marketing, including marketing of tourist destinations. One of the most important sectors of the economy is tourism, which contributes to the development of a positive image of a given area. This study aimed to evaluate the Destination Image Management of the CALABARZON Region. Through quantitative descriptive methods, the researcher adopted a survey questionnaire among the 385 tourists and tourism officers. It was found out that personal safety and convenience were the main indicators for a destination image, hence shopping and food paradise was the least indicator as assessed by the tourists and tourism office. This reveals that tourists have a lot of choices in terms of travel experiences in the CALABARZON Region. With this, the researcher recommends the Department of Tourism to encourage tourism businesses. to promote and boost social media marketing to establish a better Destination Image.
Keywords: Destination, Image management, Personal safety, Political stability, Shopping