425-Article Text-1180-1-10-20220522

Online Journal of Technology Innovation

Vol. 2 (2019)
ISSN 2651-673X (Online)

Factors Influencing the Attractiveness, Tourist Destination

Image, and Level of Cultural Identity of La Union Province.
Marmie R. Poquiz
Pangasinan State University
Abstract - This aimed to explain and measure the factors influencing attractiveness of tourism
destination, destination image and to measure level of cultural identity of La Union Province. The guiding
principle of this study is that the overall tourism attractiveness of a destination depends on the relationship
between the availability of existing attractions and the perceived importance of such attractions. The
researcher used the descriptive type of research to a proposed framework branding image in the hospitality
destinations in La Union province. Part I Determine the profiles of the respondents in terms of Sex, Age,
Nationality, Reason for travel in Ilocos Region, Frequency of visit in Ilocos Region, and the attractions
visited in the province of La Union. Part II Determine the factors influencing the attractiveness of a tourist
destination as to key attributes, facilities, and services and miscellaneous. Part III determine the tourist
destinations image in terms of accommodation facilities, destination utilities, communication facilities,
destination accessibility. Part IV Determine the level of cultural identity destination image as to cultural
practice and heritage, branding image of tourist destination, tourist cultural satisfaction, tourist destination
cultural image, peoples culture image. The reliability of the survey questionnaire, the Cronbach’s Alpha
and the internal consistency of 60 items in the questionnaire. The Overall Cronbach’s Alpha is 0.987 which
showed that the questionnaire reached an Excellent Reliability, Also, Cronbach’s Alpha of the construct
Part I of the Questionnaire was 0.862, 0.824, 0.837 respectively have Good Reliability. The Cronbach’s
Alpha of the construct in Part II of the Questionnaire was 0.878, 0.751,0879, 0.940 respectively which is
acceptable. The Cronbach’s Alpha of the construct in Part III of the Questionnaire was 0.853, 0.882, 0.932,
0.969 and 0.957 respectively have Good and Excellent Reliability, with regards to the Cronbach’s Alpha
of all the construct parts of the questionnaire, it showed that all the items appeared to be worthy of
retention.
Keyword: Destination Attractiveness, Destination Image, Cultural Identity
Introduction
Statement of the Problem
As of today, the Philippines is investing
to promote tourist destinations in the different This study aimed to:
places, and it is good to note that in every region
across the nation has its potentials to be visited by 1.Determine the profile of the respondents in
local tourist or foreigners. terms of.
In view of the researcher that it is very 1.1 Sex,
important for government officials to support 1.2 Age
tourism industry for the country to have a very 1.3 Nationality,
good image so that it could invite international 1.4 Reasons for travel in Ilocos Region,
business tycoons to be the country’s partner in 1.5 Frequency of visit in Ilocos Region,
development. It has to protect and promote a 1.6 Attractions visited in the province of La
positive image of the natural sites and man-made Union.
recreations in order to gain income. 2. Determine the factors influencing the
attractiveness of a tourist destination as to:
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Vol. 2 (2019)
2.1 Key Attributes, destination’s perceived ability to provide

2.2 Facilities and Services, satisfaction in relation to his or her special
2.3 Miscellaneous. vacation needs”. Destination attractiveness and
3. Determine the tourist destinations image in destination competitiveness are interchangeable.
terms of: Destination competitiveness is related to the
3.1 Accommodation Facilities, capacity of a tourist destination to offer
3.2 Destination Utilities, competitive and better products and services to
3.3 Communication Facilities, visiting tourists compared to other destinations
3.4 Destination Accessibility. [1]. Three main streams were established to
4. Determine the level of cultural identity identify the components of destination
destination image as to: attractiveness. First, a general approach was used
4.1 Cultural Practice and Heritage, to identify the dimensions of destination
4.2 Branding Image of Tourist Destination, competitiveness, general aspects, and the
4.3 Tourist Cultural Satisfaction, dynamic forces in destinations [2] and provide
4.4 Tourist Destination Cultural Image, comparative results. Second, the resource-based
4.5 Peoples Culture Image. dimensions of destination attractiveness were
5. Determine the significant difference on the similarly employed [3]. Finally, a situational
factors influencing the attractiveness of a tourist approach was adopted to select specific
destination, tourist destination image and cultural destination attractiveness items that fit different
identity destination image to the respondent’s research settings [3]. Previous research on
profile variables. destination attractiveness has highlighted its
6. Determine significant relationship on the importance for decades. First, identifying
factors influencing attractiveness of a tourist attributes that can attract tourists to destinations
destination, tourist destination image and cultural is essential [4]. Attraction attributes are
identity destination image. associated with motivations [4]. Second,
destination attractiveness can be an important
indicator for understanding supply and demand
aspects [5]. Third, destination attractiveness can
Scope and Limitation provide a deep understanding of target markets
and tourists’ decision-making processes and help
The study was delimited to the ten (10) in tourism planning and tourism policy
resorts in La Union namely Sea of Dreams, development [5]. Finally, the World Economic
Sibling Resort, Final Option Resort, Peebles Forum (WEF) created the Travel and Tourism
Resort, Hotel 45 Resort, Four Aces Resort, Competitiveness Index (TTCI) for evaluating
Kahuna Beach Resort, Splash town Resort, destination competitiveness and performance and
Puerto de San Juan Resort and Kultura Splash reporting on the comparative rankings of 124
Resort. countries [6]. The attributes of destination
attractiveness may vary, depending on research
The study focused on the factors influencing the settings and researchers’ approaches [5.
attractiveness of a tourist destination, tourist Substantial research has demonstrated the
destination image and the level of cultural importance of destination attractiveness in
identity destination image of La Union province. different contexts, such as wineries [6], urban
tourism [36], national parks [7], and cultural and
Related Literature heritage sites [7].
To achieve the research goals and objectives of

1.1 Destination Attractiveness Destination this study, six dimensions were examined,
attractiveness is defined as “The feelings, beliefs, namely, cultural attractiveness, natural
and opinions that an individual has about a attractiveness, complementarity, the

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superstructure, infrastructure, and price examined to expand the understanding of tourist

attractiveness. The dimensions are based on the behaviors based on their country of origin [42].
tripartite model of destination attractiveness As attractiveness depends on the region and
proposed by Gunn [8], which consists of superstructure [49], examining destination
Sustainability 2021, 13, 2252 3 of 14 three attractiveness and satisfaction in different tourism
dimensions, that is, the nucleus, tourist belt, and destination contexts is necessary. Previous
zone of closure. Recently, Boivin and Tanguay research has highlighted a positive relationship
[9] used the dimensions for understanding urban between travel attractiveness and satisfaction
tourism and evaluating the performance of two [13,14,42,45]. For example, Kozak [42]
cities in Canada. First, the nucleus refers to core examined the different levels of satisfaction with
tourist attractions that strongly appeal to tourists, destination attractiveness among various cultural
such as natural sites, cultural and historical sites, tourist groups. MedinaMuñoz and Medina-
and museums. Two attributes, namely, cultural Muñoz [45] demonstrated a positive association
attractiveness and natural attractiveness, were between wellness tourism attributes and overall
selected for the nucleus [10]. Second, satisfaction. Recently, Jeuring and Haartsen [49]
complementarity refers to the entertainment investigated the relationship between destination
aspect of tourist destinations, such as attractiveness, attitude, and satisfaction in
entertainment, festivals, and MICE (i.e., meeting, Friesland, the Netherlands, around a world
incentives, conferences, and exhibitions). heritage area. The results revealed that weather-
Entertainment attributes such as festivals and and nature-related attributes of destination
events were selected for complementarity. The attractiveness, such as weather conditions, natural
complementarity aspect was considered, but resources, soft outdoor activities, and sea and
excluded, after the proposed model was tested beach activities, have a positive relationship with
[11,12]. Third, the tourist belt refers to tourist satisfaction among domestic tourists. Therefore,
facilities, such as parks, and public spaces. the following hypotheses were proposed:
Superstructure attributes, such as accommodation Hypotheses 1 (H1). Cultural attractiveness has a
and host interactions, were selected for the tourist positive effect on satisfaction. Hypotheses 2
belt [13,14]. Furthermore, general urban (H2). Natural attractiveness has a positive effect
characteristics (i.e., the urban context) for on satisfaction. Hypotheses 3 (H3). The
residents and tourists exist. The urban context superstructure has a positive effect on
refers to public services, transportation, and satisfaction. Hypotheses 4 (H4). Infrastructure
tourist information [14,15]. Infrastructure and has a positive effect on satisfaction. Hypotheses 5
price attractiveness were employed to capture the (H5). Price attractiveness has a positive effect on
urban context [11,12]. satisfaction. 2.3. Satisfaction and Loyalty
Customer loyalty is defined as “a deeply held
2.2. Destination Attractiveness and Satisfaction commitment to rebuy or repatronize a preferred
Previous research has demonstrated that the product/service consistently in the future, thereby
relationship between destination attractiveness causing repetitive samebrand or same brand set
and satisfaction is an important indicator for purchasing” (Oliver [50], p. 392). There is
evaluating the quality of destination attributes, substantial empirical evidence for a positive
improving a poor performance, and enhancing relationship between satisfaction and loyalty, and
competitive destination brand images [11–12,13– this supports the notion of satisfaction affecting
15]. Satisfaction refers to the positive loyalty [50,51]. Understanding tourist
psychological state or emotions resulting from satisfaction associated with the fulfillment of
attribute performance responses or evaluations tourists’ expectations and needs is important.
[48]. Tourist satisfaction is an important indicator Moreover, tourist Sustainability 2021, 13, 2252 4
for understanding tourist experiences in of 14 satisfaction can be a strong indicator for
destination attractions [14]. Moreover, tourist predicting the intention to revisit and positive
satisfaction from different countries should be recommendations [13,14,52]. Previous research

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has examined the relationship between tourist experiences or recollection as an antecedent of

satisfaction and behavioral intentions [13–15]. satisfaction [9, 10,11], some scholars suggest that
For example, Kozak and Rimmington [14] found satisfaction positively influences memorable
that satisfaction increases tourists’ intentions to travel experiences and loyalty [7]. The present
revisit. Moreover, they demonstrated that repeat study examined the mediating role of a sense of
tourists show a higher level of intention to revisit reliving with regard to satisfaction and loyalty
than first-time visitors. Yolal, Chi, and Pesämaa toward Silk Road tourism destinations. Travelers’
[3] supported similar results for a positive satisfaction may affect relived Silk Road travel
association between satisfaction and loyalty experiences among tourists because this study
among first-time and repeat tourists. They collected data from tourists who had visited the
revealed a positive relationship between Silk Road in Uzbekistan in the past five years,
satisfaction and loyalty. Meanwhile, Owusu- rather than recently. Therefore, the following
Frimpong, Nwankwo, Blankson, and Tarnanidis hypothesis was proposed: Hypotheses 7 (H7).
[1] examined the quality of destination Satisfaction has a positive effect on the sense of
attractiveness, satisfaction, and intention to reliving. Previous research on hospitality and
revisit among tourists visiting Ghana. They tourism has demonstrated a positive association
demonstrated that tourist satisfaction is positively between memorable travel experiences and
related to loyalty toward the tourism destination. loyalty [7,8,9,10]. Tourists’ memorable
Therefore, this present study proposed the experiences enhanced by destination
following hypothesis: Hypotheses 6 (H6). attractiveness can be a powerful motivation and
Satisfaction has a positive effect on loyalty. 2.4. influence their intentions to revisit a destination
Sense of Reliving, Satisfaction, and Loyalty The [11,12]. Moreover, previous research has
sense of reliving refers to individuals’ memories explored the effects of memorable experiences on
of retrieval of important parts (e.g., emotions and positive behavioral intentions [2,3,4,7]. For
episodic memory) of the event (Rubin, Dennis, & example, Chen and Rahman [15] examined the
Beckham [2] and the conscious recollection of relationship between memorable tourism
episodic memory (Rubin, Deffler, & Umanath experiences and loyalty to cultural destinations
[4]. Recently, numerous researchers have and revealed that memorable travel experiences
proposed the antecedents of the consequences of exhibit a positive association with loyalty. Zhang,
memorable travel experiences and provided Wu, and Buhalis [9] explored the relationship
empirical evidence on memorable travel between a destination’s image, memorable travel
experiences [6–8]. Regarding the association experiences, and the intention to revisit among
between memorable travel experiences and Korean tourists in Huangshan City, China. The
satisfaction, Manthiou and colleagues [15] results showed that memorable tourism
explored the relationship between tourism experiences positively influenced the intentions
experiences, satisfaction, recollection, and to revisit. Therefore, the following hypothesis
loyalty among theme park visitors. They found a was proposed and all hypotheses are presented in
mediating role of satisfaction with regard to Figure
tourist experience and recollection. Recollection
also exerted a positive effect on loyalty. Recently,
Kim [10] examined the relationship between Methodology Research Design
memorable tourism experiences, a destination’s
image, satisfaction, and behavioral intentions by The researcher used the descriptive type of
analyzing 301 international tourists in Taiwan research to a proposed framework branding
and found that memorable tourism experiences image in the hospitality destinations in La Union
are positively related to a destination’s image, province. According to Bluman (2017),
satisfaction, and behavioral outcomes (e.g., descriptive statistics consists of the collection,
intentions to revisit). Unlike previous studies that organization, summarization and presentation of
considered the role of memorable travel data. The descriptive method was likewise

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described by Best (2017) in order to show the Cronbach’s Alpha of the construct Part I of the
existing conditions or relationships that exist; Questionnaire was 0.862, 0.824, 0.837
practices that prevails, beliefs, points of view or respectively have Good Reliability. The
attitudes that are held, process that are going on, Cronbach’s Alpha of the construct in Part II of the
effects are felt, and trends that are developing. It Questionnaire was 0.878, 0.751,0879, 0.940
utilized numerical and graphical methods to help respectively which is acceptable. The Cronbach’s
the research analyze data. Alpha of the construct in Part III of the
Questionnaire was 0.853, 0.882, 0.932, 0.969 and
Respondents of the Study 0.957 respectively have Good and Excellent
Reliability, with regards to the Cronbach’s Alpha
The participants were purposively selected by the of all the construct parts of the questionnaire, it
researcher to gather reliable data about the showed that all the items appeared to be worthy
perception of the respondents who were the hotel of retention.
guests from the selected resorts and hotels in the
province of La Union who were able to tour to the
tourists destinations and attractions in the Procedure
locality. The researcher conducted the survey
questionnaire to the selected respondents in the
Instrument nineteen towns and one City of the La Union
A survey questionnaire was used in province who were guests of resorts and hotels
gathering data. The questionnaire was divided who were able to visit the tourists destinations
into four (4) parts. Part I Determine the profiles and attractions in the locality.
of the respondents in terms of Sex, Age, After which, the research questions were
Nationality, Reason for travel in Ilocos Region, refined and improved based from the suggestions
Frequency of visit in Ilocos Region, and the of the adviser as well as the members of the
attractions visited in the province of La Union. Graduate School Panels during the Pre-Oral
Part II Determine the factors influencing the Defense. It was finally refined before the actual
attractiveness of a tourist destination as to key floating of the questionnaire.
attributes, facilities and services and A formal letter was sent by the researcher
miscellaneous. Part III determine the tourist to the Provincial administrator in charge to
destinations image in terms of accommodation tourism and industry in La Union.
facilities, destination utilities, communication
facilities, destination accessibility. Part IV
Determine the level of cultural identity Data Analysis
destination image as to cultural practice and
heritage, branding image of tourist destination, Mann Whitney U test was used to test the
tourist cultural satisfaction, tourist destination significant difference on sex and nationality with
cultural image, peoples culture image. The two categories while Kruskal Wallis Test was
questionnaire was adopted by the researcher from used to test the significant difference of those
the study of (Sebastian) and Ruiz (2018). Finally, profile with three (3) or more categories.
in the interpretation and analysis of data, the likert Meanwhile, Spearman rho was used to test the
scale was used in the study. significant relationship across the three major
variables. Non-parametric tests were used in the
And finally, to test the reliability of the study because the result of Shapiro Wilk test for
survey questionnaire, the Cronbach’s Alpha and the three major variables are less than 0.01,
the internal consistency of 60 items in the therefore the set of data is not normally
questionnaire. The Overall Cronbach’s Alpha is distributed. Furthermore, Linear Regression
0.987 which showed that the questionnaire analysis was used to determine the indicators that
reached an Excellent Reliability, Also, determine the cultural identity destination image

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from the tourist destination image and factors any ways the results or findings of the study. The
influencing attractiveness. study considered high respect of the dignity of
research be prioritized and full consent should be
obtained from the participant prior to the study.
Ethical Consideration The researcher considered asking permission to
the management about the identified resorts
To observe highly confidential nature of mentioned names in this study as the researcher
the survey and the interviews, no names will be received positive response from the managers.
mentioned in the report. The identity of the Lastly, the protection of the privacy of research
respondents will not be revealed except they are was ensured.
hotel and restaurant managers. No opinion will be
given by the researchers, only information and
results based on the data gathered. The research
participants should not be subjected to harm in
Results and Discussion
Table 1
Distribution of the Tourist-Respondents of the Study
Resorts in La Union Total Number of Percentage
Respondents %
1. Sea of Dreams Resort 35 9.09
(Caba, La union)
2. Sibling Resort 35 9.09
(Bangar, La Union)
3. Final Option Resort 35 9.09
(San Juan, La Union)
4. Pebbles Resort 40 10.39
(Luna, La Union)
5. Hotel 45 Resort 60 15.59
(Bauang, La Union)
6. Four Aces Resort 40 10.39
(Balaoan, La Union)
7. Kahuna Beach Resort 35 9.09
8. Splash Town Resort 35 9.09
(Agoo, La Union)
9. Puerto de San Juan Resort 35 9.09
10. Kultura Splash Resort 35 9.09
(Pugo, La Union)
TOTAL 385 100.00

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Table 2
Profile of Customers/Guests
Profile Category Frequency Percent
Sex Male 227 59.0
Female 158 41.0
Age Generation B: 61 years & above 11 2.9
Generation X: 41-60 137 35.6
Generation Y: 26-40 164 42.6
Generation Z 73 19.0
Nationality Local 370 96.1
Foreign 15 3.9
Reason for travel Visiting Family 107 27.8
in Ilocos Region Leisure 65 16.9
Business 172 44.7
Religious 37 9.6
Others 4 1.0
Frequency of Visit Once a year 32 8.3
in Ilocos Region Twice a year 89 23.1
Thrice a year 172 44.7
Once a Month 92 23.9
Number of 1 18 4.7
Attractions Visited 2 29 7.5
3 58 15.1
4 91 23.6
5 95 24.7
6 58 15.1
7 27 7.0
8 4 1.0
9 5 1.3
Attractions Visited Grape Picking (Lomboy Farm)
271 70.4
Bauang
Halo-Halo de Iloko (San Fernando
286 74.3
City)
Pugo
104 27.0
PUGAD (Pugo)
Tangadan Falls (San Gabriel) 78 20.3
Surfing Area (San Juan) 264 68.6
Baluarte Watch Tower (Luna) 235 61.0
Loom Weaving (Bangar) 69 17.9
Agoo Eco Fun World (Agoo) 108 28.1
IBITS Farm (San Fernando City) 60 15.6
Red Clay Pottery (San Juan) 230 59.7

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Table 3
Factors influencing the Attractiveness of a Tourist Destination in terms of Key
Attributes
Key Attributes WM SD VI R
1. Presence of religious sites 3.81 0.40 VA 1
2. Existence of historical sites and archeological remains 3.69 0.46 VA 2
(i.e. museums, galleries, etc.)
3. Celebration of festivals and other tourism events 3.67 0.47 VA 3.5
4. Availability of souvenirs shops and shopping malls 3.67 0.47 VA 3.5
5. Presence of theme parks 3.63 0.48 VA 5
Composite Mean 3.70 0.32 VA
Scale: 3.50-4.00: Very Attractive (VA); 2.50-3.49: Attractive (A); 1.50-2.49: Less Attractive (LA); 1.00 –
1.49: Not Attractive (NA)
Table 4
Factors influencing the Attractiveness of a Tourist Destination
in terms of Facilities and Services
Facilities and Services WM SD VI R
1. Accessibility of tourism information centers at
3.64 0.48 VA 5.5
prominent locations
2. Availability of reservation facility (travel and tour
services) for travel arrangement and local tour 3.62 0.49 VA 7
guides
3. Quality of basic infrastructure, condition of roads,
transportation facilities, communication facilities,
3.71 0.46 VA 2
electricity, sewerage etc. of city above minimum
touristic quality
4. Quality of infrastructure and amenities of hotel /
3.64 0.48 VA 5.5
lodge / guest house
5. Quality and variety of foods and local foods. 3.72 0.45 VA 1
6. Attitude of local people towards tourists. 3.69 0.46 VA 3
7. Quality of physical environment and cleanliness
3.68 0.47 VA 4
in and around the province / region.
Scale: 3.50-4.00: Very Attractive (VA); 2.50-3.49: Attractive (A); 1.50-2.49: Less Attractive (LA); 1.00 –
1.49: Not Attractive (NA)
Table 5
Factors influencing the Attractiveness of a Tourist Destination
In terms of Miscellaneous
Miscellaneous WM SD VI R
1. Uniqueness of attraction 3.75 0.44 VA 2
2. Various tourist activities within the destination 3.69 0.47 VA 3.5

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3. The physical environment and cleanliness around 3.69 0.46 VA 3.5

the destination
4. Conditions of tourist attractions within the 3.75 0.43 VA 1
destination are well-maintained / preserved.
Scale: 3.50-4.0 Very Attractive (VA);2.50-3.49 Attractive (A); 1.50-2.49:Less Attractive (LA) 1.00-1.49 Not
Attractive (NA)
Table 6
Tourist Destination Image in terms of Accommodation Facilities
Accommodation Facilities WM SD VI R
1. Quality of facilities 3.79 0.41 E 1.5
2. Variety of facilities 3.74 0.44 E 3
3. Value for money 3.73 0.45 E 4
4. Clean, green and safe environment 3.70 0.46 E 5
5. Gender –Friendly 3.79 0.41 E 1.5
Composite Mean 3.75 0.32 E
Scale: 3.50-4.00: Excellent (E); 2.50-3.49: Very Good (VG); 1.50-2.49: Good (G); 1.00 – 1.49: Needs
Improvement (NI)
Table 7
Tourist Destinations Image in terms of Destinations Facilities
Destinations Facilities WM SD VI R
1. Banking and Financial System 3.49 0.50 VG 4
2. Accommodation quality 3.60 0.49 E 3
3. Medical Facilities within the area 3.70 0.46 E 1
4. Easy access desired food facility 3.62 0.49 E 2
Improvement (NI)
Table 8
Tourist Destinations Image in terms of Communications
and Information Facilities
Communications and Information Facilities WM SD VI R
1. Availability of Telephone to all visitors 3.43 0.50 VG 4
2. Modern communications facilities 3.58 0.49 E 1.5
3. Internet/WIFI Connections 3.58 0.49 E 1.5
4. Cable/Television/Radio 3.52 0.50 E 3
Improvement (NI)

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Table 9
Tourist Destinations Image in terms of Destination Accessibility
Destination Accessibility WM SD VI R
5. Car rental facilities 3.43 0.50 VG 5
6. Adequate transport networks 3.59 0.49 E 4
7. Adequate local transportation 3.74 0.44 E 1
8. Accessibility of attractions sites 3.68 0.47 E 3
9. Quality of road system 3.70 0.46 E 2
Improvement (NI)
Table 10
Cultural Identity Destination Image as to Cultural Practice and Heritage
Cultural Practice and Heritage WM SD VI R
1. The province of La Union protects the indigenous
3.79 0.40 E 1
peoples culture
2. The province of La Union preserves cultural
3.65 0.48 E 5
identity of the Ilocano people
3. The province of La Union creates new avenue for
3.66 0.47 E 4
Ilocano people to promote their own culture
4. The province of La Union promotes cultural
heritage through celebration of festivals of every 3.67 0.47 E 3
town and as one province
5. Tourist re visits La Union because of its food
services specially in its delicacies and local native 3.68 0.47 E 2
products like kakanin,bibingka, basi,suka etc
6. Tourists decides to come back in La Union since
3.61 0.49 E 6
they experienced hospitality during their visit
Improvement (NI)
Table 11
Cultural Identity Destination Image as to Branding Image of Tourist Destination
Branding Image of Tourist Destination WM SD VI R
1. Tourist targets to visit La Union for its trademark
3.74 0.44 E 1
resort and beaches
2. Tourist goal is to revisit La Unions trademark to
3.58 0.49 E 4
experience the grape picking agri- industry
3. La Union finds ways to improve its image in
promoting different tourist spots in the arts, galleries 3.65 0.48 E 2
e.g stone arts etc.
4. La Union considers the help of different organizations
in promoting tourism industry 3.63 0.48 E 3

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Improvement (NI)
Table 12
Cultural Identity Destination Image as to Tourist Destination Cultural Image
Tourist Destination Cultural Image WM SD VI R
1. La Union is considered as a one stop place for
3.63 0.48 E 4
tourist adventure
2. La Union is considered as a the capital fruit
3.56 0.50 E 5
basket of the north
3. La Union people are very hospitable hence,
3.68 0.47 E 2
making tourist revisit the province
4. La Union preserves its main tourist destinations to
every town hence, providing tourists a wonderful 3.72 0.45 E 1
experience during their visit
5. La Union provides different avenues of
adventures for visiting tourist like food trips, eco- 3.66 0.47 E 3
friendly place, and cultural heritage places
Improvement (NI)
Table 13
Cultural Identity Destination Image as to Tourist Cultural Satisfaction
Tourist Cultural Satisfaction WM SD VI R
1. Tourist were satisfied in the tourism industry in La
3.68 0.47 E 3
Union particularly in cultural preservation
2. It is evidenced in La Union where tourist experience
3.65 0.48 E 6
cultural preservation among the townspeople
3. Tourist were satisfied to the programs of the Provincial
government of La Union in the preservation of culture 3.69 0.46 E 1
of Ilocano people
4. It is evidenced in La Union the preservation of cultural
heritage through the existing museums in the different 3.67 0.47 E 5
towns where tourist were satisfied
5. Tourist can easy access cultural heritage museum in
3.68 0.47 E 3
the province
6. Tourist were satisfied on how the La Union preserve
3.68 0.47 E 3
cultures especially to indigenous peoples.
Improvement (NI)

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Table 14
Cultural Identity Destination Image as to Peoples’ Cultural Image
Peoples’ Cultural Image WM SD VI R
1. La union people help the government of La Union
3.73 0.44 E 3
in Ilocano culture preservation
2. Indigenous people’s culture was preserved in
3.73 0.44 E 2
selected towns in La Union
3. La Union people are responsive to the
government’s program in terms of tourism 3.70 0.46 E 4
industry (e.g agri tourism, aquatic tourism)
4. La Union people always find time to regularly
3.70 0.46 E 4
celebrate festivals in the province
5. La Union people preserves religious artifacts as
3.79 0.41 E 1
evidenced in preserved old churches
Scale: 3.50-4.00: Excellent (E); 2.50-3.49:Very Good (VG); 1.50-2.49: Good (G); 1.00 – 1.49: Needs
Improvement (NI)
Table 15
Summary of the Factors influencing the Attractiveness of a Tourist Destination, Tourist Destination
Image and Cultural Identity Destination Image
CM SD VI Rank
Attractiveness 3.69 0.28 VA
Key Attributes 3.70 0.32 VA 2
Facilities and Services 3.67 0.33 VA 3
Miscellaneous 3.72 0.34 VA 1
Tourist Destination Image 3.63 0.31 E
Accommodation Facilities 3.75 0.32 E 1
Destinations Facilities 3.60 0.37 E 3
Communications and Information Facilities 3.53 0.42 E 4
Destination Accessibility 3.63 0.35 E 2
Cultural Identity Destination Image 3.69 0.30 E
Cultural Practice and Heritage 3.68 0.34 E 2
Branding Image of Tourist Destination 3.67 0.36 E 3.5
Tourist Destination Cultural Image 3.65 0.35 E 5
Tourist Cultural Satisfaction 3.67 0.33 E 3.5
Peoples’ Cultural Image 3.73 0.33 E 1
Table 16
Significant Difference on the Factors influencing the Attractiveness of a Tourist Destination,
Tourist Destination Image and Cultural Identity Destination Image when grouped According to
Sex
Mean Rank z- p-
Male Female value value
Attractions 199.40 183.81 -1.363 .173

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Key Attributes 199.59 183.53 -1.447 .148

Facilities and Services 198.59 184.96 -1.209 .227
Miscellaneous -
202.51 179.34 .032
2.144*
Tourist Destination Image 186.85 201.83 -1.305 .192
Accommodation Facilities 187.72 200.58 -1.190 .234
Destinations Facilities 192.63 193.54 -.082 .935
Communications and Information Facilities 186.87 201.81 -1.348 .178
Destination Accessibility 187.62 202.78 -1.213 .181
Cultural Identity Destination Image 189.32 198.28 -.788 .431
Cultural Practice and Heritage 184.77 204.82 -1.799 .072
Branding Image of Tourist Destination 185.33 204.01 -1.681 .093
Tourist Destination Cultural Image 193.16 192.77 -.036 .972
Tourist Cultural Satisfaction 198.23 185.48 -1.139 .255
Peoples’ Cultural Image 192.87 193.18 -.028 .978
Note: *Significant at p<.05; **Significant at p<.01; MR – Mean Rank
Table 17
Age
p-
GenB GenX GenY GenZ x2
value
Attractiveness 129.41 206.92 192.48 177.63 7.244 .065
Key Attributes 133.73 198.16 192.45 193.49 3.688 .297
Facilities and Services 130.09 211.74 187.34 180.03 9.214* .027
Miscellaneous 134.27 201.77 199.92 169.84 8.773* .032
Tourist Destination Image 149.86 207.46 192.39 173.73 6.213 .102
Accommodation Facilities 125.23 202.27 196.51 177.92 7.445 .059
Destinations Facilities 175.18 199.81 198.61 170.29 4.535 .209
Communications and
163.14 215.39 186.66 169.73 10.883* .012
Information Facilities
Destination Accessibility 159.23 204.70 191.93 178.53 4.001 .261
Cultural Identity
133.23 210.62 190.58 174.37 8.963* .030
Destination Image
Cultural Practice and Heritage 152.00 197.52 201.77 170.99 5.988 .112
Branding Image of Tourist
122.68 215.95 187.85 172.10 14.154** .003
Destination
Tourist Destination Cultural
120.36 197.85 193.86 192.90 5.296 .151
Image
Tourist Cultural Satisfaction 128.05 214.47 195.04 157.90 17.154** .001
Peoples’ Cultural Image 199.45 207.19 195.20 160.46 9.667* .022
Note: *Significant at p<.05; **Significant at p<.01

Vol. 2 (2019)
Table 18
Nationality
Local Foreign z-value p-value
Attractiveness 197.59 79.90 -4.047** <.01
Key Attributes 199.17 40.70 -5.614** <.01
Facilities and Services 195.60 128.87 -2.328* .020
Miscellaneous 195.49 131.67 -2.322* .020
Tourist Destination Image 195.43 133.13 -2.134* .033
Accommodation Facilities 194.09 166.00 -1.023 .306
Destinations Facilities 195.55 130.13 -2.305* .021
Communications and Information Facilities 195.72 125.83 -2.480* .013
Destination Accessibility 193.22 127.63 -2.342* .018
Cultural Identity Destination Image 194.28 161.40 -1.137 .256
Cultural Practice and Heritage 194.02 167.80 -.925 .355
Branding Image of Tourist Destination 194.06 166.77 -.966 .334
Tourist Destination Cultural Image 195.59 129.17 -2.343* .019
Tourist Cultural Satisfaction 193.11 190.20 -.102 .918
Peoples’ Cultural Image 194.31 160.80 -1.214 .225
Table 19
Reason for travel in Ilocos Region
Visiting p-
x2
Family Leisure Business Religious value
Attractions 189.63 146.71 215.74 157.80 22.938** <.01
Key Attributes 182.08 137.30 220.45 174.22 31.646** <.01
Facilities and Services 187.22 170.09 203.58 180.16 5.308 .151
Miscellaneous 187.14 163.32 214.26 142.69 21.731** <.01
Tourist Destination
188.25 210.81 189.27 172.19 3.320 .345
Image
Accommodation
165.19 221.63 197.38 182.19 13.411* .004
Facilities
Destinations Facilities 196.94 193.35 190.30 172.97 1.429 .699
Communications and
194.79 193.68 192.54 168.20 1.931 .587
Destination Accessibility 189.82 213.91 187.28 171.49 4.437 .218
Cultural Identity
206.52 175.47 189.87 178.66 4.003 .261
Destination Image
Cultural Practice and
199.38 175.04 193.62 182.65 2.455 .483
Heritage
Branding Image of
212.30 182.08 183.97 177.73 6.097 .107
Tourist Destination
Tourist Destination
199.57 174.35 192.15 190.09 2.308 .511
Cultural Image

Vol. 2 (2019)
Tourist Cultural
187.79 182.47 200.65 170.41 3.290 .349
Satisfaction
Peoples’ Cultural Image 190.91 178.07 198.71 178.12 2.541 .468
Table 20
Frequency of Visit in Ilocos Region
Once Twice Thrice Once a p-
x2
a year a year a year Month value
Attractiveness 230.64 213.40 192.22 161.64 14.187** .003
Key Attributes 218.69 204.23 188.06 182.44 4.074 .254
Facilities and Services 230.66 208.08 197.58 156.76 16.043** .001
Miscellaneous 228.41 217.33 186.42 169.44 13.898** .003
Tourist Destination Image 259.67 244.84 191.70 122.10 68.751** <.01
Accommodation Facilities 221.83 221.99 198.38 144.86 29.397** <.01
Destinations Facilities 262.89 234.47 185.33 142.92 47.369** <.01
Communications and <.01
252.22 239.69 189.47 133.85 55.054**
Destination Accessibility 267.36 237.13 189.00 131.92 59.556** <.01
Cultural Identity
255.98 215.40 198.89 138.40 37.454** <.01
Destination Image
Cultural Practice and
229.50 200.39 196.14 167.28 9.512* .023
Heritage
Branding Image of Tourist <.01
239.91 210.26 203.95 139.51 33.108**
Destination
Tourist Destination Cultural <.01
244.52 215.02 191.75 156.11 21.876**
Image
Tourist Cultural Satisfaction 262.92 222.72 189.75 146.01 37.709** <.01
Peoples’ Cultural Image 256.97 217.75 188.66 154.92 29.330** <.01
Table 21
Number of Attractions Visited
p-
x2
1 2 3 4 5 6 7-9 value
Attractiveness 120.75 157.16 203.83 187.07 213.30 188.91 208.56 15.590* .016
Key Attributes 145.61 172.55 196.16 182.29 214.17 188.50 206.54 9.917 .128
Facilities and
126.00 155.84 199.92 190.61 209.78 195.28 203.35 13.087* .042
Services
Miscellaneous 138.78 156.34 216.36 187.54 204.57 193.28 194.81 12.776* .047

Vol. 2 (2019)
Tourist
Destination 120.11 182.38 207.69 181.97 200.62 196.14 217.06 12.168 .058
Image
Accommodation
129.25 192.79 206.22 183.53 192.02 201.76 216.18 10.610 .101
Facilities
Destinations
131.72 185.67 197.91 183.67 205.73 193.58 210.69 9.053 .171
Facilities
Communications
and Information 127.11 187.47 213.46 186.19 204.35 182.09 202.28 11.334 .079
Facilities
Destination
142.50 184.05 196.78 180.09 198.52 208.27 212.85 8.111 .230
Accessibility
Cultural
Identity
142.64 161.22 203.14 179.35 210.57 195.37 211.76 11.621 .071
Destination
Image
Cultural Practice
166.53 158.47 206.58 184.23 206.73 184.54 211.76 8.609 .197
and Heritage
Branding Image
of Tourist 151.67 170.97 190.87 186.98 205.65 193.39 216.04 7.192 .303
Destination
Tourist
Destination 113.86 164.36 204.37 182.74 205.94 203.88 211.58 16.292* .012
Cultural Image
Tourist Cultural
145.39 181.66 204.65 177.35 210.01 200.42 189.92 9.059 .170
Satisfaction
Peoples’
157.53 175.38 194.43 187.49 209.64 185.79 204.25 6.230 .398
Cultural Image
Table 22
Cross Correlation Matrix Among Factors influencing the Attractiveness of a Tourist Destination,
Tourist Destination Image and Cultural Identity Destination Image
Attractiveness Tourist Destination Image
Tourist Key Facilitie Misc. Accom Dest. Comm Dest.
Destination Attribut s & m & Info Acc.
Image es Services
Accommodation rs- .304(** .400(**) .445(**) 1.000 .493(**) .511(**) .558(**)
Facilities value )
p- .000 .000 .000 . .000 .000 .000
value
Destinations rs- .415(** .448(**) .541(**) .493(**) 1.000 .741(**) .669(**)
Facilities value )
p- .000 .000 .000 .000 . .000 .000
value
Communications rs- .394(** .453(**) .482(**) .511(**) .741(**) 1.000 .597(**)

Vol. 2 (2019)
and Information value )

Facilities p- .000 .000 .000 .000 .000 . .000
value
Destination rs- .306(** .448(**) .482(**) .558(**) .669(**) .597(**) 1.000
Accessibility value )
p- .000 .000 .000 .000 .000 .000 .
value
Cultural Identity
Destination
Image
Cultural Practice rs- .357(** .374(**) .355(**) .263(**) .406(**) .386(**) .298(**)
and Heritage value )
p- .000 .000 .000 .000 .000 .000 .000
value
Branding Image rs- .302(** .344(**) .318(**) .344(**) .433(**) .459(**) .458(**)
of Tourist value )
Destination p- .000 .000 .000 .000 .000 .000 .000
value
Tourist rs- .388(** .407(**) .479(**) .384(**) .532(**) .485(**) .453(**)
Destination value )
Cultural Image p- .000 .000 .000 .000 .000 .000 .000
value
Tourist Cultural rs- .435(** .472(**) .542(**) .425(**) .536(**) .512(**) .491(**)
Satisfaction value )
p- .000 .000 .000 .000 .000 .000 .000
value
Peoples’ Cultural rs- .370(** .378(**) .441(**) .472(**) .503(**) .444(**) .508(**)
Image value )
p- .000 .000 .000 .000 .000 .000 .000
value
Note: *Significant at p<.05; **Significant at p<.01 (2-tailed)
Table 23
Model Summary on Predictors of Cultural Identity Destination Image from Attractiveness and
Tourist Destination Image
Adjusted R Std. Error of the

Model R R Square Square Estimate
1 .546(a) .298 .296 .24771
2 .602(b) .363 .360 .23631
3 .637(c) .406 .402 .22843
4 .649(d) .421 .415 .22590
a Predictors: (Constant), Destination Facilities
b Predictors: (Constant), Destination Facilities, Key Attributes

Vol. 2 (2019)
c Predictors: (Constant), Destination Facilities, Key Attributes, Destination Accessibility

d Predictors: (Constant), Destination Facilities, Key Attributes, Destination Accessibility,
Accommodation Facilities
Conclusions 3. In terms of tourist destination image,

the quality of facilities and gender-
Based on the results of the study, the following friendly are the two most noteworthy
conclusion are drawn: in terms of accommodation facilities.
The medical facilities within the area
rank first, while banking and the
financial system rank the least in
1. From the respondents’ profiles, most
terms of destination facilities. The
are male and from generation Y.
modern communication facilities and
Further, most of the respondents are
the internet/WIFI connections are the
locale, travel for business, and have
two most prominent in terms of
visited the Ilocos region thrice a
communications and information
month. Also, greater of the
facilities. Adequate local
respondents have visited 4-5
transportation is most notable in
attractions, of which the most visited
terms of destination accessibility
attraction is halo-halo de Iloko and
while car rental facilities manifest as
Grape Picking (Lomboy Farm),
the least.
Surfing Area in San Juan San
Fernando City.
4. As to cultural identity, the province of La
2. In terms of factors influencing Union protects the indigenous people’s culture is
tourism on key attributes, the the most notable as to cultural practice and
presence of religious sites is the most
heritage than tourists decide to come back in La
notable in terms of key attributes that
Union since the experienced hospitality during
influence the attractiveness of a
tourist destination while the least is their visit. Tourists target to visit La union for its
the presence of theme parks. trademark resorts and beaches is the most notable
Subsequently, the quality and variety while tourist goal is to revisit La Union trademark
of foods and local foods have the to experience grape picking agro-industry is less
greatest influence on the as to branding image of tourist destination. La
attractiveness of a tourist destination Union preserves its main tourist destinations to
in terms of facilities and services, every town , hence, providing tourists a
while, the availability of reservation wonderful experience during the visit is the most
facilities for travel arrangements and remarkable as to tourist destination cultural
local tour guides has the less image than La Union is considered as the capital
influence. As to miscellaneous, the basket of the north.Tourists were satisfied to the
conditions of tourist attractions
programs of the Provincial government of La
within the destination are well-
maintained/preserved is the highest Union in the preservation of the culture of Ilocano
among the indicators in terms of people is the most significant in terms of tourist
miscellaneous than various tourist cultural satisfaction while it is evidenced in La
activities within the destination. Union where the tourist experience cultural
preservation among the town people is least

Vol. 2 (2019)
significant. La Union people preserve religious Therefore, there is significant

artifacts as evidenced in preserved old churches difference on the factors influencing
is the most remarkable than people from La the attractiveness of a tourist
Union always find time to regularly celebrate destination, tourist destination image
festivals in the province as people’s cultural and cultural identity destination
image. image to the respondent’s profile
5. As to the factors influencing the variables.
attractiveness of a tourist destination,
tourist destination image and cultural 6.Tourists have different views in terms of the
identity destination image when group of nationality specifically in the
grouped accordingly to sex is attractiveness on key attributes, facilities and
significant ,most likely similar for services. Reasons for travel influence the views
male and female. When grouped of tourists in the attractiveness of tourist
according to age, in terms of destinations particularly in attractiveness key
attractiveness, tourism destination attributes, facilities, services and miscellaneous.
image, cultural identity destination The frequency of visit also affects more on tourist
image all generations have almost destination image and even in cultural identity
equal in views very significant destination except cultural practice and heritage.
except GenB that have different Therefore, the sex, age, number of attractions
views less significant. According to visited are highly significant, likewise the
the grouped of nationality, local nationality, reason for travel, frequency of visit is
tourist is more likely significant in also overall significant. This means that tourist
terms of attractive in destinations, find the place more attractive, ideal for any
destination image and cultural image purpose and a place to visit in. Therefore, there is
than foreign tourist while the significant relationship on the factors influencing
attractiveness in terms of key attractiveness of a tourist destination, tourist
attributes and facilities and services destination image and cultural identity
for foreign is less significant. destination image.
Further, the grouped according to
reason for travel in Ilocos region, Recommendations
tourist have different views in
visiting family, leisure, business, and 1. Conduct further research on the other factors
religion where the attractions in that may influencing attractiveness of tourist
terms of key attributes and facilities destination, destination image and cultural image.
Strengthen strategy to other grouped of
and services are less significant
generations to visit the place more often. Develop
likewise the frequency of visiting the effective advertising campaign on other tourism
Ilocos region tourist view are less activities in La Union province.
significant in terms of tourist
destination image and cultural
2. Continue to improve the the religious sites,
identity destination. Moreover, as to
transportation facilities, locale foods innovations,
the number of attractions visited attractive infrastructure, roads, communication
tourists view is significant. facilities, electricity, and other miscellaneous

Vol. 2 (2019)
system in the area. Create programs to maintain

and sustain the uniqueness of tourist attraction, 3. Kozak, M.; Rimmington, M. Tourist
tourist activities as well as the physical Satisfaction with Mallorca, Spain, as an Off-
cleanliness of the destination. Season Holiday Destination. J. Travel Res.
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5. Kim, J.-H. The Impact of Memorable
attractiveness, destination image, and cultural
Tourism Experiences on Loyalty Behaviors: The
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Online Journal of Technology Innovation

Factors Influencing the Attractiveness, Tourist Destination

Keyword: Destination Attractiveness, Destination Image, Cultural Identity

ISSN 2651-673X (Online)| asianjournal.org

2.1 Key Attributes, destination’s perceived ability to provide

To achieve the research goals and objectives of

ISSN 2651-673X (Online)| asianjournal.org

superstructure, infrastructure, and price examined to expand the understanding of tourist

ISSN 2651-673X (Online)| asianjournal.org

has examined the relationship between tourist experiences or recollection as an antecedent of

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

Results and Discussion

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

3. The physical environment and cleanliness around 3.69 0.46 VA 3.5

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

Composite Mean 3.67 0.36 E

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

Key Attributes 199.59 183.53 -1.447 .148

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

ISSN 2651-673X (Online)| asianjournal.org

and Information value )

Adjusted R Std. Error of the

ISSN 2651-673X (Online)| asianjournal.org

c Predictors: (Constant), Destination Facilities, Key Attributes, Destination Accessibility

Conclusions 3. In terms of tourist destination image,

ISSN 2651-673X (Online)| asianjournal.org

significant. La Union people preserve religious Therefore, there is significant

ISSN 2651-673X (Online)| asianjournal.org

system in the area. Create programs to maintain

ISSN 2651-673X (Online)| asianjournal.org

10. Yin, C.-Y.; Poon, P.; Su, J.-L. Yesterday

11. 34. An, L.T.; Markowski, J.; Bartos, M.;

12. Bonn, M.A.; Cho, M.; Lee, J.J.; Kim, J.H. A

13. Mikulić, J.; Krešić, D.; Miliˇcević, K.;

14. Ahn, Y.-J. Recruitment of Volunteers

15. Yolal, M.; Chi, C.G.-Q.; Pesämaa, O.

ISSN 2651-673X (Online)| asianjournal.org

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