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2025-06-15
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Copyright (c) 2025 Shanelaima Bangahan, Mark Glenn L. Daguplo, Magna Anissa A. Hayudini, Shelda B. Jikiri, Fatima Madeliene A. Cabajon-Sabdani, Fahadz M. Lulu, Jason V. Chavez

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How to Cite
Role of tourism branding communication in shaping destination perceptions and visitor behavior engagement
Shanelaima Bangahan
School of Business Administration, Zamboanga Peninsula Polytechnic State University, Zamboanga City 7000, Philippines
Mark Glenn L. Daguplo
EntrepreneurshipZamboanga Peninsula Poltechnic State University-Malangas Campus, Malangas, Zamboanga Sibugay 7038, Philippines
Magna Anissa A. Hayudini
College of Health Sciences, Mindanao State University-Sulu, Jolo, Sulu 7400, Philippines
Shelda B. Jikiri
Accountancy Department, College of Liberal Arts, Western Mindanao State University, Zamboanga City 7000, Philippines
Fatima Madeliene A. Cabajon-Sabdani
College of Business Administration and Accountancy, Mindanao State University-Sulu, Jolo, Sulu 7400, Philippines; ORCID iD: https://orcid.org/0009-0007-3374-817X
Fahadz M. Lulu
School of Arts and Sciences, Philippine Women's University, Manila 1004, Philippines
Jason V. Chavez
School of Business Administration, Zamboanga Peninsula Polytechnic State University, Zamboanga City 7000, Philippines
DOI: https://doi.org/10.59429/esp.v10i6.3272
Keywords: Tourism; branding communication; destination perceptions; visitor behavior engagement
Abstract
This study investigates the role of tourism branding communication in shaping destination perceptions and visitor engagement. It examines how psychological principles, cognitive dissonance, social proof, and motivation, are embedded in branding strategies to align with expectations, foster emotional connection, and promote sustainable tourism development. Using a qualitative exploratory design, the research draws on semi-structured interviews with 40 participants, including 12 tourism professionals from the Philippines. Thematic analysis revealed five key branding themes related to authenticity, emotional engagement, message consistency, behavioral response, and adaptability. Transparent branding was found essential for reducing cognitive dissonance, while user-generated content and influencer media reinforced social proof. Branding aligned with travelers’ intrinsic goals, such as adventure, relaxation, or cultural immersion, enhanced motivational appeal and loyalty. Findings underscore the value of integrating psychological theory with branding practice, offering a structured framework for interpreting visitor behavior and guiding strategic communication. While contextually specific, the study provides a foundation for future cross-cultural research and the development of adaptive, emotionally resonant destination branding.
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