Price Image of Siargao and Comparison of Perceptions between Tourists and Non-Visitors of Siargao, Philippines
Ralph S. Buca
Faculty, Department of Marketing, College of Business Administration and Accountancy, Mindanao State University, Philippines
https://doi.org/10.47191/jefms/v7-i10-42ABSTRACT:
In tourism industry, price plays a significant role in identifying the value of a destination brand. This study seeks to compare the prices of amenities, food, other tourism services, etc. of Siargao to that of other destinations. Also, this study seeks to determine the differences in perceptions of tourists and non-visitors related to images associated with Siargao. Using the thematic analysis, the study shows that tourists consider Siargao as a middle-priced destination compared to other destinations in the country. Furthermore, the study finds that both tourists and non-visitors shared the same images associated with Siargao- specifically on tourist’s activities, beautiful sceneries, food, and relaxation. Finally, the images associated with Siargao are created mainly by the media organizations (e.g. social media, tv, etc.), as well as the word-of-mouth from their families and friends who have been to Siargao.
KEYWORDS:
price image, destination branding, destination images, ecotourism, Siargao Island
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