| EFFECTS OF SHOPPING TOURISM ON THE DESTINATION IDENTITY OF BATANGAS PROVINCE |
| Author |
| Nicole Ahnne B. Joseco, Fathy May Jhanelle I. Licon, Gabriela Mae D. Manalo, Krystin Bernadette A. Robles, Ms. Lea U. Masakayan, LPT |
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| Abstract |
| The study aims to describe and determine the relationship between shopping tourism and the destination identity of Batangas Province. It focuses on how local products, shopping experiences, and visitor engagement contribute to shaping the province’s cultural and tourism image. The research highlights the role of shopping tourism in blending traditional heritage with modern consumer appeal, aiming to position Batangas as a unique tourism destination. Specifically, it seeks to enhance the gap between these two aspects by proposing a one-day event that highlights the province of Batangas’ unique local products and its effects on the identity of the destination. The study employed a descriptive-correlational research design to observe the situation being examined. This approach allowed the researchers to be able to examine how these behaviors correlate with the tourists’ perceptions. The data was gathered from fifty (50) respondents who were tourists who had visited Batangas or purchased local products in Batangas. The researchers conducted online survey questionnaires to collect data from the respondents. Simple random sampling was employed to guarantee representation across tourists visiting Batangas Province. Questionnaires were then effectively utilized to gather statistical data from tourist respondents, providing insights into their shopping experiences and their impact on the province's identity. The distribution process took place over a period of 3-4 days for a thorough response. The findings of the study, together with the researchers' insight, interpretation, and certain articles, as well as the work of other researchers who performed work that was equivalent to theirs, have laid the groundwork for the conclusion to be reached at the end of the study. |
| Keywords |
| Shopping Tourism, Destination Identity, Local products, Shopping Experiences |
| References |
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