Factors Affecting the Image of Davao City as Tourist Destination in Mindanao

Abstract

The relationship between people and their city is eventuated by perception. City image takes place in people's minds with the image elements and factors of that city, and it differs according to people, which will be the focal point of the study. This quantitative study aims to determine why tourists prefer to go here in Davao City. Specifically, the reason the tourist why they choose Davao is a tourist spot in Mindanao. The statistical tools used were the (ANOVA) analysis of variance, t-test, percentage, frequency count, and mean. The study surveyed four hundred (400) individuals in the city airport and tourist spots in the city.  Respondents were randomly divided into four conditions (age, sex, marital status, and kind of tourist (local/international tourist). The data result shows no significant difference in the level of perception developing the image of Davao City when analyzed according to their demographic profile. Tourists have a high level of perception of creating the image of Davao City as a tourist destination in Mindanao.  This is due to the curiosity and interest in gaining educational insights on the lives of the people living in Davao City and learning about different cultures and traditions in Mindanao.