Ecotourism Destination Branding Analysis of Siargao Island, Surigao del Norte, Philippines

This is the authors' abstract. We don't add key points for this paper.

Brand equity is an important concept in analyzing the value of a destination brand as perceived by the tourists. This study seeks to determine some components of Siargao Island’s brand equity as a tourism destination - specifically the brand awareness of ecotourism destination as well as the brand images associated with ecotourism destinations and that of Siargao Island. Using unaided recall to measure brand awareness, the study shows that Siargao is predominantly third (3rd) mentioned only among the respondents just behind El Nido and Boracay. Meanwhile, using thematic analysis, the study finds that the images associated with ecotourism destinations focused on themes such as aesthetic sceneries, tourist’s activities, delicacies, and unwinding. Furthermore, respondents’ images associated with Siargao are centered on themes such as tourist’s activities, beautiful sceneries, food, and relaxation. Tourists like the accommodation, natural attractions, tourist’s activities, and food in Siargao. However, they did not like the infrastructure, lack of medical facilities, safety, transportation, and the attitude of some locals. The tourists’ ecotourism activities preferences focused highly on themes such as water activities and land activities. Tourists identified some unique features of Siargao like its natural attractions, people and entertainment. And finally, tourists’ sources of images associated with Siargao centered on themes such as media organizations and word-of-mouth.