DESTINATION BRANDING: AN ANALYSIS OF STRATEGIC BRANDING PRACTICES IN SURIGAO DEL SUR, PHILIPPINES

Marketing Management

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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