SHAPING VISITORS PERCEPTION: THE IMPACT OF DESTINATION BRANDING

Abstract

This study explores the increasing importance of destination branding in influencing tourists’ perceptions and decision-making processes. It aims to examine how branding efforts impact visitors’ expectations, experiences, and overall perception of a destination. Particular attention is given to how destination branding shapes both the destination's image and the tourist’s experience. A mixed-methods approach is employed to analyze the role of destination branding in shaping visitor perceptions. This study adopts a primarily quantitative approach, utilizing surveys and observational methods to collect data on visitor perceptions related to destination branding. This descriptive method is selected to effectively measure and document visitor attitudes and experiences, providing objective insights that address the research questions and objectives. The findings revealed that young adults aged 16 to 25 are the most frequent visitors to tourist destinations and are highly influenced by destination branding and storytelling. Local narratives and visitor reviews played a significant role in shaping travel decisions. A strong destination brand and effective storytelling were found to foster visitor loyalty and encourage repeat visits. Cloud 9 Antipolo received generally positive feedback; however, its brand awareness remained relatively limited among respondents. The study underscored that young adult travelers are highly responsive to destination branding and storytelling, particularly through digital platforms. Local narratives and shared experiences enhance a destination's attractiveness, with positive interactions increasing the likelihood of loyalty and advocacy. While Cloud 9 Antipolo gained favorable reviews, it must improve its brand visibility. It is recommended that destinations promote authentic local stories, encourage social media engagement from visitors, and enhance brand visibility through targeted digital marketing strategies. Focusing on young adults and continuously evaluating visitor satisfaction can strengthen destination branding, foster loyalty, and drive advocacy.