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Title: :  DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES
PaperId: :  26757
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 11 Issue 3 2025
DUI:    16.0415/IJARIIE-26757
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Camille M. LoayonNortheastern Mindanao State University
James Q. Grefalde, PhDNortheastern Mindanao State University

Abstract

Marketing Management
destination branding, tourism development, Surigao del Sur, sustainable marketing, brand loyalty, digital tourism strategy
This study investigates the influence and effectiveness of destination branding strategies in enhancing tourism development in Surigao del Sur, a rising tourism province in the Philippines. In an increasingly competitive global tourism market, effective branding has become essential for destinations seeking to differentiate themselves, attract tourists, and generate sustainable economic benefits. The research examines the extent to which various branding dimensions—digital marketing, traditional marketing, experiential marketing, sustainable marketing practices, and stakeholder partnerships—impact key tourism outcomes such as brand awareness, brand image, brand loyalty, destination differentiation, and tourism revenues. Guided by a descriptive-correlational research design, the study utilized a structured survey distributed to tourism stakeholders including local government units, tourism officers, and business operators across Surigao del Sur. Statistical analysis revealed that all five branding strategies were perceived as “very influential,” with sustainable marketing practices having the highest mean score. In terms of branding outcomes, brand awareness was rated “extremely effective,” while brand loyalty received the lowest—though still strong—rating. Correlation results showed highly significant relationships between branding strategies and tourism outcomes, particularly the strong linkage between sustainable marketing and brand loyalty. The findings highlight the need for a balanced, strategic integration of modern digital tools, immersive experiences, and community-based, sustainable branding initiatives. This study provides localized insights for tourism planners and policymakers, emphasizing the importance of coherent branding strategies in shaping destination competitiveness. The results are intended to support more inclusive, sustainable, and strategically aligned tourism development efforts in Surigao del Sur and similar emerging destinations.

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IJARIIE Camille M. Loayon, and James Q. Grefalde, PhD. "DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES" International Journal Of Advance Research And Innovative Ideas In Education Volume 11 Issue 3 2025 Page 2429-2439
MLA Camille M. Loayon, and James Q. Grefalde, PhD. "DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES." International Journal Of Advance Research And Innovative Ideas In Education 11.3(2025) : 2429-2439.
APA Camille M. Loayon, & James Q. Grefalde, PhD. (2025). DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES. International Journal Of Advance Research And Innovative Ideas In Education, 11(3), 2429-2439.
Chicago Camille M. Loayon, and James Q. Grefalde, PhD. "DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES." International Journal Of Advance Research And Innovative Ideas In Education 11, no. 3 (2025) : 2429-2439.
Oxford Camille M. Loayon, and James Q. Grefalde, PhD. 'DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES', International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 3, 2025, p. 2429-2439. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/DESTINATION_BRANDING__AN_ANALYSIS_OF_STRATEGIC_BRANDING_PRACTICES_IN_SURIGAO_DEL_SUR__PHILIPPINES_ijariie26757.pdf (Accessed : ).
Harvard Camille M. Loayon, and James Q. Grefalde, PhD. (2025) 'DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES', International Journal Of Advance Research And Innovative Ideas In Education, 11(3), pp. 2429-2439IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/DESTINATION_BRANDING__AN_ANALYSIS_OF_STRATEGIC_BRANDING_PRACTICES_IN_SURIGAO_DEL_SUR__PHILIPPINES_ijariie26757.pdf (Accessed : )
IEEE Camille M. Loayon, and James Q. Grefalde, PhD, "DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES," International Journal Of Advance Research And Innovative Ideas In Education, vol. 11, no. 3, pp. 2429-2439, May-Jun 2025. [Online]. Available: https://ijariie.com/AdminUploadPdf/DESTINATION_BRANDING__AN_ANALYSIS_OF_STRATEGIC_BRANDING_PRACTICES_IN_SURIGAO_DEL_SUR__PHILIPPINES_ijariie26757.pdf [Accessed : ].
Turabian Camille M. Loayon, and James Q. Grefalde, PhD. "DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 11 number 3 ().
Vancouver Camille M. Loayon, and James Q. Grefalde, PhD. DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2025 [Cited : ]; 11(3) : 2429-2439. Available from: https://ijariie.com/AdminUploadPdf/DESTINATION_BRANDING__AN_ANALYSIS_OF_STRATEGIC_BRANDING_PRACTICES_IN_SURIGAO_DEL_SUR__PHILIPPINES_ijariie26757.pdf
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