Tourists’ perception of destination attractiveness and propensity in the tourism industries in Zamboanga Del Norte

Abstract

This study aimed to determine destination attractiveness and its effects on tourists’ destination propensity/preferences in the tourism industry of Zamboanga del Norte during Calendar Year 2023. It employed descriptive-survey and descriptive-correlational research methods. The statistical tools used were the weighted mean, standard deviation, and Spearman Rank-Order Correlation Coefficient, with hypotheses tested at the 0.05 level of significance. The findings revealed that tourism destinations in Zamboanga del Norte were perceived as very highly attractive and were very highly preferred. A significant and strong positive correlation between destination attractiveness and destination propensity/preference was also found. Based on the findings and conclusions, it is recommended that the Department of Tourism use this study as a model of best practices that may be shared with other provinces. Local Government Units (LGUs) may also consider the results as a basis for policy formulation to enhance local tourism and revenue. In addition, managers of tourism establishments may use the findings to improve service delivery. Finally, tourists and future researchers may benefit from the study’s contribution to tourism planning and development.