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U.P. Los Baños Journal

Publication Date

12-15-2022

Abstract

Tourism is one of the industries with the highest growth potential in many nations, and it significantly contributes to a country's economic prosperity and attractiveness. Branding is indeed a discipline that has occurred in the previous decades to become a pervasive marketing force. This study's objective is to evaluate the brand awareness of tourism destinations in Liliw, Laguna to improve their brand image, particularly in tourist motivation and brand awareness relationship. The descriptive-comparative research design was used and the respondents were the non-local residents and domestic tourists of Liliw, Laguna. The researcher used random sampling in choosing respondents. The instrument was a self-made questionnaire validated using Cronbach Alpha with 0.803 indicating that the questionnaire is acceptable. The level of tourist motivation was excellent in the brand awareness of tourism destinations. In addition, the results also showed that there was a significant positive relationship between the perceived level of tourist motivation and the level of brand awareness of tourism destinations in Liliw, Laguna. It was one of the best and most remarkable experiences to explore the various sights and destinations of Liliw, Laguna, where the traveler learned about the locality, the identity of the location, and the people. In the future, a follow-up study may be undertaken on the effect or influence of such enhancements focused on building the brand of Liliw, Laguna as a Tourism Destination.

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