Destination Image of Boracay Island and Tourist Satisfaction: Bases for Strategic Tourism Development Plan Enhancement

Tonylen  S. De Jose,; Rechan  A. Casidsid,

Destination Image of Boracay Island and Tourist Satisfaction: Bases for Strategic Tourism Development Plan Enhancement

Discipline: tourism, transport and travel

Abstract:

This study aimed to establish tourists’ destination image of Boracay Island and their tourist satisfaction levels to provide bases for crafting enhancements in the existing Strategic Tourism Development Plan. Using the descriptive-correlational design, the researcher developed a questionnaire modeled after the work of Tran (2015) and surveyed conveniently 385, observing the proportional allocation sampling technique. The study found that respondents have a high destination image regarding attributes and offers. Likewise, they also admitted that they were very satisfied with their tourist experience on Boracay Island. The study also found significant relationships between tourist satisfaction and destination image regarding attributes and offers. The study's findings were used as a springboard for offering enhancements to the Strategic Tourism Development Plan. The study's findings and output are recommended for utilization, adoption, and dissemination.

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