Table Interpretation
Table 1 Table 1 Presents the
Selected Respondents
10 Hotel and Resorts
385 tourist from the
selected towns of the
province
Table 2 Table 2 presents the
distribution of respondents
profile in terms of sex, age,
nationality, reason to travel
to Ilocos Region, frequency
of visit in Ilocos Region,
Number of attractions
visited, and Attractions
Visited.
1. Sea of Dreams Resort
(Caba, La union) 35
2. Sibling Resort
(Bangar, La Union) 35
3. Final Option Resort
(San Juan, La Union) 35
4. Pebbles Resort
(Luna, La Union) 40
5. Hotel 45 Resort
(Bauang, La Union) 60
6. Four Aces Resort
(Balaoan, La Union) 40
7. Kahuna Beach Resort
(San Juan, La Union) 35
8. Splash Town Resort
(Agoo, La Union) 35
9. Puerto de San Juan
Resort 35
(San Juan, La Union)
10. Kultura Splash Resort
(Pugo, La Union) 35
Total of 385
As to Sex :
most of the respondents
are male 227 – 59% rather
than female 181 -41 %
The finding can be
supported by the claim of
Arongat (2018), that
majority of the travelers
who are inclined to
adventure and hiking with
leisure activities are
participated by male. It is a
characteristic by male
travelers to experience
adventure and at the same
time love to spend time to
places where they can feel
comfort and relaxation.
As to age
In terms of Age profile,
most of the respondents
were Generation Y (1980-
1994) 26 – 40 years old
with 42.60 percent or 164
This corresponds from the
provided data of the local
government of the City of
San Fernando, La Union
that most of the Filipino
who enters the City of San
Fernando at the beginning
of the 2021 first quarter
belongs to the age bracket
of generation Y.

As to Nationality

In terms of Nationality, most

of the respondents were
Local Filipinos with 96.10
percent or 370 while foreign
nationals have only 3.90
percent or 15. Most of the
tourists here in our country
were Filipinos and there
was a restriction with
foreign nationals because
of the Covid-19 pandemic
safety health protocols that
were being implemented by
the Government of the
Philippines. That is why
there was only few foreign
nationals here in our
country as tourists
especially here in Ilocos
Region. This results
agrees to the guidelines set
by the Inter-Agency Task
Force (2020) along with the
localized GCQ rules set by
the Provincial government
of La Union.

As to Frequency

“thrice a year” is the most

frequent visit with 44.68
percent or 172,

It simply implies that

business owners and
stakeholders quarterly visits
the business where they
own or a part of
partnership, and another
possibility is that tourists
come and go regularly as
they visit the different
leisure places and family
relatives.

According to Reyes(2017),
the increase in the rate of
tourist visitation were
during holiday season and
long weekend where family
members can spend
enough time together
. In terms of the Number of
attractions visited

Five attractions were the

most visited with 24.68
percent or 95

fifth was two attractions

visited with 7.53 percent or
29.
This implies that as tourists
visits the province, they
made use of their wisely to
visit another places to make
much of their worth it.

Support: Picar (2017), that

every local government has
the initiative to develop
tourist spot and promote it
to foreign/local tourists
destinations in order to
attract visitors for economic
progress.

As to Reason

In terms of Reason for

travel in Ilocos Region,
Business is the most
reason with 44.68 percent

It implies that majority of

the business owners in the
province are stakeholders
nearby La Union.

The findings of Sebastian

(2016), that majority of the
business adventures
located in the province of
La Union were partnership
and this partnership needs
stakeholders or members to
compose the organization.

In terms of the most visited

attractions in La Union

Halo-Halo de Iloko in San

Fernando City ranked 1
with 74.29 percent or 286,
followed by Grape Picking
Lomboy Farm in Bauang
with 70.39 percent or 271

The data simply implies that

the food industry is the best
tourist destination in the
province since Halo-Halo
 de Iloko in San Fernando
City ranked 1 with 74.29
percent or 286, followed by
Grape Picking Lomboy
Farm in Bauang with 70.39
percent or 271.

Support: According to
Satur(2019), food industry
is one of the best tourist
destination to improve for a
place or a town since it
reflects culture of citizens in
the locality. It can really
attract visitors from local or
foreign since native
delicacies cannot be found
in their places. This
delicacies and other food
preparation serves as a
trademark of the particular
town where it can mark a
difference to visiting tourists
as they visit other places for
food comparison.

Table 3 Table 3 present the Factors HM is 3.81

influencing the
Attractiveness of a Tourist Result showed that the
destination in terms of Key respondents rated very
Attributes attractive the presence of
religious sites (WM=3.81,
1. Presence of religious SD=0.40) in La Union
sites
2. Existence of It implies that visitors are
historical sites and religious in nature
archeological remains (i.e.
museums, galleries, etc.) Support : according to the
3. Celebration of study of Palma (2017), that
festivals and other tourism majority of the visitors who
events likes to visit religious places
4. Availability of are catholic. It has been a
souvenirs shops and practice to visit religious
shopping malls places especially during the
5. Presence of theme holy week.
parks
LM is 3.63

Meanwhile, the presence of

theme park (WM=3.63,
SD=0.48) was also rated
very attractive with the
lowest mean score among
the key attributes..

It implies that it is a less

priority for tourists to visit
the theme parks as it was
compared to religious and
historical places

Table 4 Table 4 present the Factors
influencing the
Attractiveness of a Tourist
destination in terms of
facilities and services and
these are
1. Accessibility of
tourism information canters
at prominent locations
2. Availability of
reservation facility (travel
and tour services) for travel
arrangement and local tour
guides
3. Quality of basic
infrastructure, condition of
roads, transportation
facilities, communication
facilities, electricity,
sewerage etc. of city above
minimum touristic quality
4. Quality of
infrastructure and amenities
of hotel / lodge / guest
house
5. Quality and variety
of foods and local foods.
6. Attitude of local
people towards tourists.
7. Quality of physical
environment and
cleanliness in and around
the province / region.
Support: according to the
study of
HM is : 3.72
The Result showed that the
respondents rated very
attractive the presence of
quality and attractive foods
(WM=3.72, SD=0.45) in La
Union.
Support: according to the
study of Gamon,(2018),
that people always look for
adventure and leisure, this
they find in variety of foods
where they experience
native delicacies not
popular from their place.
In addition according to the
study of Fama (2016),
ilokanos are hospitable
people to accommodate
tourists. Hospitality makes
tourists feel warm welcome
and respect as they
experience their adventure
in the province of La Union.
LM is : 3.62
“Availability of reservation
facility (travel and tour
services) for travel
arrangement and local tour
guides” (3.62) very
attractive as the least
indicator.
It implies that the tourists
have noticed that the
province has a limited
number of travel and tour
agencies to accommodate
their booking.
Support : Basis on the
present situation the
pandemic affects the
country, tourist industry
were most likely affected,
closure of the different
tourist destinations were
implemented during the
hard locked down thus,
affecting local industry
workers resulting to
 increase rate of
unemployment.

In addition, travel and tours

cannot totally operate in the
province since majority of
the tourists destinations in
the province of La Union
are most likely reachable
locations by means of
jeepneys and local tricycles
as the means of public
transportation. Based from
the provincial school board
secretariat (2021),

Table 5 Table 5 presents the HM is 3.75

Factors influencing the
Attractiveness of a Tourist Result showed that the
destination in terms of respondents rated very
miscellaneous. attractive as they highly
observed the existing
1. Uniqueness of conditions of tourist
attraction attractions within the
2. Various tourist destination are well-
activities within the maintained / preserved
destination (WM=3.75, SD=0.43) in La
3. The physical Union.
environment and
cleanliness around the The result implies that the
destination tourists who visited the
4. Conditions of tourist province highly observed
attractions within the the places as tourists spots
destination are well- as to how these places are
maintained / preserved. well maintained and
preserved through local
government initiative
programs

Support: according to the

claim of Estacio (2018) that
having a well preserved
place to conduct activities
in the tourist’s destinations
can attract visitors where
they experience relaxation
and leisure.

LM is 2 indicators

table shows that the lowest

results refers to various
tourist activities within the
destination (WM=3.69,
SD=0.47)

Together with the physical

environment and
cleanliness around the
destination (WM=3.69, SD

Table 6 Table 6 Shows the
assessment of tourist to the
tourist destination image in
terms of accommodation
facilities and these are
1. Quality of facilities
2. Variety of facilities
3. Value for money
4. Clean, green and
safe environment
5. Gender –Friendly
0.46).
 It implies that the
tourist has observed
that there were
limited activities
present during their
visit. It can be noted
that during those
visit, pandemic still
exists across the
nation including
particularly in the
province of La Union
Support: According to
Serrano (2020), one of the
personnel in charge in
crafting the guidelines of
the local health protocol
since it will be a reason to
positively increase COVID-
19 rate in the province.
HM is : 3.79
As to accommodation and
facilities, the top indicators
were “quality of facilities”
and “gender-friendly” (3.79)
which resulted to excellent.
It implies that tourist gives
importance to the quality of
facilities to a place they visit
where it can accommodate
people no matter what
gender they belong. It
indicates that the identified
tourist destinations in the
province in terms of its
facilities are competitive in
its class where it gains
attention from foreign and
local tourists
Support: study of Khan
(2020), that one of the best
way to serve guests was
quality of facilities to be
used by guests. The result
also connects to the claim
of the Philippine Ports
Authority by Santiago
(2019) that they
recommend to incorporate
the gender-neutral
restrooms to the existing
facility dedicated to different
personalities and to
differently-abled persons.
 The gender-friendly facility
recognizes the needs of the
people as they visit different
places across the country.

LM is : 3.70

lowest mean indicators was

“clean, green, and safe
environment” (3.70). It
implies that as the tourists
observed the places they
visited, they found this
indicator to be the weakest
among the identified areas.

In view of the researcher,

who would be responsible
enough to this aspect of
tourism? Will it be just the
local people and the local
government officials? Or
the tourist also who are
important factor in
promoting cleanliness and
safety in the environment?
In view of the researcher,
these are interrelated since
the local/foreign tourists will
also play their role in the
maintenance of cleanliness
as they visit the province.
In support to the findings

Support : According to De
Guzman (2020), local
people, local officials and
the tourists are
interdependent in the
promotion of a clean,
orderly and safe
environment. Accordingly,
the peoples’ desire to a
clean and safety
environment shows a
powerful goal of destiny
and a hope for future
generations.

Table 7 Table 7 presents the HM is : 3.70

Tourists Destinations Image
in terms of Destinations the highest mean computed
Facilities and these are was “medical facilities
within the area”(3.70) which
1. Banking and is describe as excellent.
Financial System
2. Accommodation
quality
3. Medical Facilities It implies that the tourist
within the area gives value to the available
 4. Easy access desired medicines in the area. In
food facility view of the researcher, it is
very important to have the
basic medicines and kits in
case of emergency.

Support : Kapur (2018), that

medical tourism is a plan,
when local or foreign
tourists needs medical
treatment, an available
basic medicines
and nurses are to attend to
the needs of guests in
terms of medical attention.

LM is : 3.49

While on the other hand,

the lowest computed mean
was on the item “banking
and financial system” (3.49)
which is very good.

It implies that tourist have

observed that there is a
limited number of banks
across the province or to
every town

Support : According to :
Frigillana (2018) that it is
observed that to every
towns here in La Union has
limited available big banks
for cash transactions.

Table 8 Table 8 presents the HM is : 3.65

Tourists Destinations in
terms of Communications the top two highest
and Information Facilities indicators were as follows:
and these are a) “internet and WIFI
connections” and “modern
1. Availability of communications facilities”
Telephone to all visitors with a computed mean of
2. Modern (3.65) which is described as
communications facilities excellent.
3. Internet/WIFI
Connections It implies that tourist
4.Cable/Television/Radio considers access to
information is available
during their visit to tourist’s
spots. With the presence of
a fast internet connectivity,
they can connect to their
family and loved ones and
can post instantly their
captured moments in social
media
 Support : According to the
findings of Qian (2020) that
internet is an aide to the
tourism industry to expand
and transfer data in
promoting the destinations
information. According to
him, it is the most suitable
way to make direct
relationships to customers.

Lm is: 3.43 VG

the lowest computed mean

was equivalent to very good
(3.43) “availability of
telephone to all visitors”

It implies that it is expected

that all tourists who visits
the province probably have
cellphones, so there is no
need to provide telephones
to every customers who
visits the place

Support : in contrary
according to Remedios
(2019), it is important to
have landline as the main
source of hotlines in case of
emergency purposes since
catering a large number of
people is an accountability
especially in the peak
seasons.

Table 9 Table 9 presents the HM is : 3.74

Tourist Destinations Image
in terms of Destination The highest computed
Accessibility, and these are mean was “adequate local
transportation” (3.74) which
1. Car rental facilities is described as excellent.
2. Adequate transport
networks It implies that the province
3. Adequate local have enough public
transportation transportation system to
4. Accessibility of accommodate people in the
attractions sites community and particularly
5. Quality of road to visiting tourists. It can be
system observed that the simplest
mode of transportation in

the province was tricycle

and jeepneys with growing
 number of community taxis.

Support : study of Larida

(2019), that without
transportation, there will be
no existing travel and no
progress to tourism
industry.

Lm is : 3:43

The least computed mean

was “rental car facilities”
(3.43) with a descriptive
equivalent very good.

It implies that in the

province of La Union, the
tourist have found out less
offering to car rental
services. It is observed that
tourists destinations can be
reached through public
transportation in the
province of La Union

Support: According to
Lamarck (2020), not every
tourists do own vehicles,
there are more people who
do not own cars who much
prefer to commute.

According to him, even

tourists have their own
private vehicles, some of
them tend to commute to
experience the transport
system in a certain locality
like jeepneys and tricycle
for foreigners who does not
experience it from their
origins.

Table 10 Table 10 presents the HM is : 3.79

Cultural Identity Image as
to Cultural Practice and The highest weighted mean
Heritage. was “The province of La
Union protects the
1. The province of La indigenous peoples’
Union protects the culture” (3.79) with a
indigenous peoples culture descriptive equivalent as
2. The province of La excellent.
Union preserves cultural
identity of the Ilocano It implies that the Provincial
people government of La Union
3. The province of La highly preserved and gives
Union creates new avenue respect to the culture of
for Ilocano people to indigenous people.
promote their own culture
 4. The province of La
Union promotes cultural
heritage through
celebration of festivals of
every town and as one
province
5. Tourist re visits La
Union because of its food
services specially in its
delicacies and local native
products like
kakanin,bibingka, basi,suka
etc
6. Tourists decides to
come back in La Union
since they experienced
hospitality during their visit
Table 11 Table 11 presents the
Cultural Identity Destination
Image as to Branding
Image of Tourist
Destination and these are
1. Tourist targets to
visit La Union for its
trademark resort and
beaches
2. Tourist goal is to
revisit La Unions trademark
to experience the grape
picking agri- industry
3. La Union finds ways
to improve its image in
promoting different tourist
spots in the arts, galleries
Support according to
Virginija (2016), that it is the
responsibility of the local
government to preserve the
tangible and intangible
values, preserves heritage,
and protects the old
traditions of the native
Filipino, and for particular,
for the iloko people as the
natives of the place.
LM is 3.61
The lowest computed mean
indicator was “tourists
decides to come back in La
Union since they
experienced hospitality
during their visit” (3.61)
which is described as
excellent.
It implies that an excellent
impression was
experienced by the visiting
tourists in the province
since they have reason in
coming back
Support: The findings
corroborate to the claim of
Estacio (2018), that
sustained hospitality
generates income for local
economies as to when
tourists spend their money
during their visit to different
tourists destinations, during
their stay in the hotels,
restaurants and
entertainment venues.
HM is
the table shows that
the highest weighted mean
“tourist targets to visit La
Union for its trademark
resort and beaches” (3.74)
which is described as
excellent.
It implies that majority of
the tourists who pays visit
in the province are beach
enthusiasts. Majority of the
beach activities in the
province of La Union can
be seen in the beaches of
Bauang, Bacnotan and San
 e.g stone arts etc.
4. La Union considers
the help of different
organizations in promoting
tourism industry
Table 12 Table 12 presents Cultural
Identity Destination Image
as to Tourist Cultural
Image. And these are
1. La Union is
considered as a one stop
place for tourist adventure
Juan as the Surfing Capital
of the North where tourists
experience to learn how to
surf from local surfer
instructors.
Support : from the study of
Garcia,(2020), beaches are
one of the greatest factor of
tourism. It can attract a
huge number of domestic
and foreign tourists. Like La
Union it is blessed with a
clean beaches and well
maintained resorts which
totally serves as the asset
of the province.
LM is : 3.58
the lowest weighted mean
was “tourist goal is to revisit
La Unions trademark to
experience the grape
picking agri- industry” (3.58)
with a descriptive
equivalent as excellent.
It implies that as tourists
visits the resorts and
beaches of La Union, they
also spend their time wisely
as they also visit agri-
tourism industry in the
province like the grape-
picking area of Bauang.
Support : from the study of
Sandoval (2018) that agri-
tourism industry has a lot of
benefits in a certain locality.
It is stated from the study
that agri-business can
strengthen local economy,
creates job opportunities in
the community and new
skills will be developed
through agricultural
practices and training
development.
HM is : 3.72
the highest computed
weighted mean was “tourist
goal is to revisit La Unions
trademark to experience
the grape picking agri-
industry” (3.72) which is
2. La Union is
considered as a the capital
fruit basket of the north
3. La Union people are
very hospitable hence,
making tourist revisit the
province
4. La Union preserves
its main tourist destinations
to every town hence,
providing tourists a
wonderful experience
during their visit
5. La Union provides
different avenues of
adventures for visiting
tourist like food trips, eco-
friendly place, and cultural
heritage places
described as excellent
The result implies that
tourists loves to visit farm
places like the grape
picking farm located at
Bauang, La Union. It has
been noted that the grape
picking farm in the province
particularly in Bauang were
being featured in the
national television featuring
the Lomboy and Gapuz
Farm as the lead grape
picking farm owners and
pioneer in the practice of
grapes planting.
Support: According to
Libongco (2019), the
Philippines particularly in La
Union is highly suitable in
agri-tourism considering the
province as agricultural
tropical place which are rich
in natural resources,
biodiversity in land, air and
sea
LM is : 3.56
the lowest computed
weighted mean was “La
Union is considered as the
capital fruit basket of the
north” (3.56) with a
descriptive rating as
excellent.
Implies that the result
shows a positive impact
from the tourists
assessment to La Union
province which indicates
and has proven as the
capital fruit basket of the
north.
Support: the study of
Romero (2018), that the
province of La Union is
extremely determined to
establish its tourism
industry and a part of it was
the establishment of agri-
tourism industry which
according to him, will lead
La Union as number one
fruit growing trees in the
ilocos region.
Table 13 Table 13 presents the
Cultural Identity Image as
to Tourist Cultural
Satisfaction. And these are
1. Tourist were
satisfied in the tourism
industry in La Union
particularly in cultural
preservation
2. It is evidenced in La
Union where tourist
experience cultural
preservation among the
townspeople
3. Tourist were
satisfied to the programs of
the Provincial government
of La Union in the
preservation of culture of
Ilocano people
4. It is evidenced in La
Union the preservation of
cultural heritage through
the existing museums in the
different towns where
tourist were satisfied
5. Tourist can easy
access cultural heritage
museum in the province
6. Tourist were
satisfied on how the La
Union preserve cultures
especially to indigenous
peoples.
HM is : 3.69
As to tourists cultural
satisfaction “tourist were
satisfied to the programs of
the Provincial government
of La Union in the
preservation of culture of
Ilocano people” (3.69)
considered with the highest
mean which is described
as excellent.
It implies that it is observed
by the tourist that the local
government units has a
program in the preservation
of iloco culture. It could
probably that during their
visit in the province of La
Union when tourist visited
the place was during fiesta.
Support: According to
Medina (2018), culture is
the deciding factor of
behavioral patterns of the
most people in a particular
community. According to
him, preservation of culture
is very important for
protecting the feeling of
oneness and
belongingness among
members of a particular
group.
LM is : 3.65
The table shows that the
lowest computed mean was
“it is evidenced in La Union
where tourist experience
cultural preservation among
the townspeople” (3.65)
which is described as
excellent.
It implies that it is
evidenced in La Union that
the tangible elements of
cultural heritage was
preserved
Support: According to
Medina (2018), the tangible
elements of the existing
culture of a community
includes old building
structures, landscape,
monuments, fiesta
 celebration and peoples
work.

Table 14 Table 14 presents the HM is : 3.79

Cultural Identity Destination
Image as to Peoples’ In particular, as to peoples
Cultural Image. And these cultural image, “La Union
are people preserves religious
artifacts as evidenced in
1. La union people help preserved old
the government of La Union churches”(3.79) which was
in Ilocano culture described as excellent and
preservation obtained with the highest
2. Indigenous people’s weighted mean computed
culture was preserved in
selected towns in La Union It implies that ilokano
3. La Union people are people are religious in
responsive to the nature. The finding
government’s program in indicates that one way of
terms of tourism industry the ilocanos to preserve
(e.g agri tourism, aquatic religious artifacts was
tourism) through the proper
4. La Union people maintenance to the old
always find time to regularly churches where majority of
celebrate festivals in the the old religious artifacts
province can be found.
5. La Union people
preserves religious artifacts Support : according to the
as evidenced in preserved finding was supported by
old churches the study of Lara (2019),
majority of the travelers in
ilocos region finds way to
visit old churches since
religious tourism is one of
the trademark of this
region.

LM is 3.70

There were two items which

have the lowest computed
weighted mean (3.70) a)
“La Union people always
find time to regularly
celebrate festivals in the
province and b) “La Union
people are responsive to
the government’s program
in terms of tourism industry
e.g agri tourism, aquatic
tourism”. As to fiestas was
celebrated to every town,

The finding implies that

each town in the province
of La Union has set dates
to celebrate festivities.

This shows that there is a

rich culture in ilocos region

Table 15 Table 15 shows the overall
summary of factors that
influences the
attractiveness of a tourist
destination, tourists
destination image and
cultural identity destination
image which includes three
identified variables which
are as follows a)
attractiveness b) tourist
destination image and
cultural identity image.
in as culture is concern. On
the other hand, the natives
of La Union province
excellently supports the
program of the province
tourism industry in agri-
tourism (grape picking), and
aquatic tourism (surfing).
Support: results were
supported by the study of
Gonzales,(2017), that as
Filipinos celebrate fiestas, it
serves as a thanksgiving of
people to their patron saints
for having an abundant life,
good harvests, and for the
blessings received and until
now it still being highly
practiced.
Summary of Table 15
As to attractiveness, the
identified highest computed
mean was miscellaneous
(3.72) (SD0.34)
It implies that the
miscellaneous was given
much more attention by the
tourists who experienced
travelling around La Union
Support: According to
Lubrin (2020), as tourists
attractions were visited by
local or foreign travelers
has really something to
show and offer uniqueness
of the place and to catch
attention, offer products
that can catch the attention
of every guests who visits
the place
As to tourist destination
image, the highest
computed mean was to
accommodation facilities
(3.75) (SD .032)
Result implies that tourists
were impressed to the
hospitality of the resort
management specifically by
the highly oriented staffs
and to other tourists
destinations they visited.
 According to Laceste
(2017) claims that in order
to create a good impression
to the guests, every hotel
business establishment has
to make every facilities
ready and available to them
which can be relaxing with
a sense of comfort during
their stay. Also well
maintained facilities can
attract visitors and can
produce a positive
impression which can make
the guests to come and
revisit again the place.
Finally offering the best
food servings with
reasonable price will create
impact to tourists where this
serves as one of the
trademark of the hotel.

As to cultural identity image

As to cultural identity
image, the highest
identified indicator was
people’s cultural image with
a computed mean of (3.73)
(SD .033).

The finding implies that

tourists give respect to the
cultural practices that they
observed in the province of
La Union. Giving respect to
the cultural practices
means they value what
other people’s belief in life,
festivities like fiesta and
other related endeavor to
culture.

Support: According to
Meana (2019), stated that
every province or town has
their own specific cultural
practices, and according to
him, every tourist who visits
places must pay respect to
cultural beliefs and
practices since it shows
value to people.

Table 16 Table 16 presents the A. Table 16 presents

Significant Difference on
the Factors influencing the
Attractiveness of a Tourist
Destination, Tourist
Destination Image and
the Significant
Difference on the
Factors influencing
the Attractiveness of
a Tourist Destination
Cultural Identity Destination when grouped
Image when grouped According to Sex
According to Sex
Significant Difference exist
between male and female
on the factors influencing
the attractiveness in terms
of miscellaneous. Results
showed that the male
respondents have
significantly response on
miscellaneous as factors
influencing the
attractiveness than females

NO significant difference
exist according to sex in
terms of key attributes and
facilities and service
In general,

NO significant difference on
the factors influencing
attractiveness of a tourist
destination across both
sexes.

B. Significant differences
on the factors influencing
the tourist destination
image according to sex.

NO significant difference
exist across both sexes on
the tourist destination
image in terms of
accommodation facilities,
destination facilities
communications and
information facilities and
destination accessibility
This signifies that sex is
not a factor that could
possibly describe the
response on tourist
destination image.

C. Significant
Difference on the
Factors influencing
the Cultural Identity
Destination Image
when grouped
According to Sex

NO significant difference
exist across both sexes on
the cultural identity
destination image in terms
of cultural practice and
 heritage, branding image of
tourist destination ,tourist
destination cultural image ,
tourist cultural satisfaction
and peoples cultural image.

This signifies that sex is not

a factor that could possibly
describe the response on
cultural identity destination
image.

Table 17 Significant Difference on a. Significant

the Factors influencing the Difference on the
Attractiveness of a Tourist Factors influencing
Destination, Tourist the Attractiveness of
Destination Image and a Tourist Destination
Cultural Identity Destination when grouped
Image when grouped According to Age
According to Age
It can be gleaned from the
table the significant
different exists from the
factors influencing the
attractiveness of a tourist
destination in terms of
facilities and services and
miscellaneous. Meanwhile,
no significant difference
exists on key attributes in
the general response of
attractiveness.

b. Significant
Difference on the
Factors influencing
the Tourist
Destination Image
when grouped
According to Age
The only indicator under
tourist destination with
significant difference
according to age is the
communication and
information facilities while
the rest of the indicators
have no significant
difference across ages
which include
accommodation facilities,
destination facilities and
destination accessibility. In
general, the responses on
tourist destination image
have no significant
 difference across different
ages.

c. Significant
Difference on the
Factors influencing
the Cultural Identity
Destination Image
when grouped
According to Age
Significant difference exists
on the branding image of
tourist destination and
tourist cultural satisfaction
to the cultural identity
destinations. Meanwhile,

significant difference also

exists on people’s cultural
image. However,

no significant difference
exists on cultural practice
and heritage and tourist
destination cultural image.
This signifies that

no significant difference
across age on the
responses regarding
cultural practice and
heritage and tourist
destination cultural image.

In general, significant
difference exists on the
cultural identity destination
image.

Table 18 Significant Difference on a. Significant

the Factors influencing the Difference on the
Attractiveness of a Tourist Factors influencing
Destination, Tourist the Attractiveness of
Destination Image and a Tourist Destination
Cultural Identity Destination when grouped
Image when grouped According to
According to Nationality Nationality

It can be gleaned from the

table the significant
difference exists when the
respondents are grouped
according to nationality in
general on attractiveness
and especially in terms of
key attributes
miscellaneous.

b. Significant
Difference on the
Factors influencing
 the Tourist
Destination Image
when grouped
According to
Nationality

Significant difference exists

on tourist destination image
in terms of destination
facilities, communication
and information facilities
and destination
accessibility. However, no
significant difference exists
on accommodation
facilities.
c. Significant
Difference on the
Factors influencing
the Cultural Identity
Destination Image
when grouped
According to
Nationality

No significant difference
exists on cultural identity
destination image when the
respondents are grouped
according to nationality.

Table 19 Significant Difference on A. Significant

the Factors influencing the Difference on the
Attractiveness of a Tourist Factors influencing
Destination, Tourist the Attractiveness of
Destination Image and a Tourist
Cultural Identity Destination Destination, when
Image when grouped grouped According
According to Reason for to Reason for travel
travel in Ilocos Region in Ilocos Region

Significant difference exists

on attractiveness when the
respondents are grouped
according to their reasons
for travel in Ilocos Region
where those reason for
business purposes have
significantly higher
response than for leisure.
Significant difference exists
on key attributes where
those reasons is for
business purposes have
significantly higher
response than for leisure.
Meanwhile, significant
difference also exists on
miscellaneous where those
reasons is for business
purposes have significantly
higher response than for
religious purposes.

No significant difference
exists on facilities and
services across different
reasons of travelling to
Ilocos Region.

It implies that the result

shows that the local or
foreign tourists finds the
province of La Union as a
place where they can invest
their money to start a
business or a place they
can find potential business
partners.

B. Significant
Difference on the
Factors influencing
the Tourist
Destination Image,
when grouped
According to Reason
for travel in Ilocos
Region

Significant difference exists

on accommodation facilities
where those respondents
whose reason is for leisure
have significantly higher
response than visiting
family.

No significant difference
exists on destinations
facilities, communications
and information facilities
destination accessibility.
This signifies that the
reason for travel in Ilocos
Region is not a factor that
describes the responses for
tourist destination image.

C. Significant
Difference on the
Factors influencing
the Cultural Identity,
when grouped
According to Reason
for travel in Ilocos
Region

No significant difference
exists on cultural identity
destinations image in
general sense. This

Significant Difference on
the Factors influencing the
Attractiveness of a Tourist
Destination, Tourist
Destination Image and
Cultural Identity Destination
Image when grouped
According to Frequency of
Visit in Ilocos Region
signifies that the reason for
travel in Ilocos Region is
not a factor that describes
the response for cultural
identity destination image.
No significant difference
exist across different
reason for travel in Ilocos
Region.
It implies that the cultural
identity image and to its
identified variable are
interdependent and they
serve as a side trip of travel
of the tourist in the
province.
A. Significant
Difference on the
Factors influencing
the Attractiveness of
a Tourist Destination
In general, significant
difference exists on the
factors influencing the
attractiveness of a tourist
destination where those
respondents who visited
Ilocos Region once year
have significantly higher
response than those visiting
once a month.
B. Significant
Difference on the
Factors influencing
the Tourist
Destination Image
Significant difference exists
on tourist destination image
when grouped according to
frequency of visit in Ilocos
Region where those
respondents who visited
once a year have
significantly higher
response than those visiting
once a month.
A. Significant
Difference on the
Factors influencing
the Cultural Identity
Destination Image
Significant difference exists
on cultural identity
destination image when
grouped according to
 frequency of visit in Ilocos
Region where those
respondents who visited
once a year have
significantly higher
response than those visiting
once a month.

Table 21 Significant Difference on A. Significant

the Factors influencing the Difference on the
Attractiveness of a Tourist Factors influencing
Destination, Tourist the Attractiveness of
Destination Image and a Tourist
Cultural Identity Destination Destination, when
Image when grouped grouped According
According to Number of to Number of
Attractions Attractions visited
In general on
attractiveness there is no
significant difference on key
attributes regardless of the
number of attractions
visited in the region. It
implies that the more
places the tourist have
visited, the more they will
notice and observed from
other areas of indicators of
tourist destinations like the
comparison between
facilities between
miscellaneous.
B. Significant
Difference on the
Factors influencing
the Tourist
Destination Image
when grouped
According to Number
of Attractions
There is no significant
difference exist on tourist
destination image
regardless of the number of
attractions visited in the
region. Where those who
visited 7-9 attractions have
significantly higher
response that those with
one on attraction visited in
the region. It implies that
people who visited the
province have notices
remarkable characteristics
of the iloco culture.
C. Significant
Difference on the
Factors influencing
the Cultural Identity
Destination Image
when grouped

Table 22 Cross Correlation Matrix
Among Factors influencing
the Attractiveness of a
Tourist Destination, Tourist
Destination Image and
Cultural Identity Destination
Image
Table 23 Table 23
Model Summary on
Predictors of Cultural
Identity Destination Image
from Attractiveness and
Tourist Destination Image
According to Number
of Attractions
There is no significant
difference exist on cultural
identity destination image
except of the indicator on
tourist destination cultural
image where those who
visited 7-9 attractions have
significantly higher
response than those with
only one attraction visited in
the region.
It is important to consider
by the every provincial
tourism officer where
information about original
culture of Filipinos was
pereserved.
The tables shows that there
is a significant positive
moderate correlation exists
between factors influencing
attractiveness and tourist
destination image with
cultural identity destination
image as denoted by the
computed p-values of less
than 0.01 alpha level.
Model 4 shows the best
model fit for the Cultural
Identity Destination Image
as denoted by the
computed r-value of .649(d)
which is considered
moderate positive
correlation with computed r-
square of 0.421 which
means that the Cultural
Identity Destination Image
can be explained by the
42.1 percent combined
scores of Destination
Facilities, Destination
Accessibility, and
Accommodation Facilities
from tourist
The result implies that
these identified specific
indicators can best help in
the promotion of the tourists
industry in the province of
La Union particularly in the
aspect of cultural identity
destination image.
 A PROPOSED FRAMEWORK

CULTURAL IDENTITY DESTINATION IMAGE

TOURIST
DESTINATION ATTRACTIVENESS
IMAGE

ACCOMMODATION
KEY ATTRIBUTES
FACILITIES

DESTINATION
FACILITIES

DESTINATION
ACCESSIBILITY

Attractiveness
Key Attributes Cultural Identity
Tourist Destination Image
Accommodation Facilities
Destination Image
Destinations Facilities
Destination Accessibility

The proposed framework shows interdependence among the identified predictors

that has great impact to tourist destinations attractiveness to promote tourism industry in
the province of La Union. The framework emphasizes that these identified key
predictors specifically has a significant functions which affects the promotion of the
different tourist destinations in the province of La Union. It can be noted that in order to
promote the tourism attractiveness has its specific key attributes like religious sites,
historical places, museums and souvenir shops which are reasons of tourists in visiting
and revisiting the place again. However, in order to sustain the province of La Unions
tourism attractiveness, the Provincial Government of La Union has to continue
preserving and developing the different accommodation and destinations facilities in
order to fully satisfy and serve the basic needs of local or foreign tourist in the province.
The accessibility of the tourism spots in La Union depends solely to its public
transportation and safe roads, this has something to do with the governments’
responsibility to maintain the highways towards destinations. In addition, it can be
gleaned from the framework that in order to attain tourism industry attractiveness, the
province has to maintain its destination images and continue working to improve the
different accommodation facilities, destination facilities and destination accessibility for
local and foreign tourists. The framework was supported by Langhorn (2019), that as
the government proposes project development for tourism industry, one has to preserve
culture. That according to his study, even development comes across for a growing
economy, culture need not be sacrificed.

The factors influencing the accommodation as a product are very closely linked
with the concept of the accommodation tourism itself. That is why each tourism
destination will focus on certain services that they want to stand out so to determine
their customer segmentation and tourist classification. The accommodation sector as
years passes by has also been getting wider and wider and growing. Tourist demands
have increased significantly so accommodation services have to follow through
standards to serve either local or foreign tourist better. Nowadays most tourists choose
their hotel or other accommodation form not only with the accommodation in mind.
Additional services and products have a great impact on the decision. And to sustain
and improve the tourist destinations attractiveness the frameworks proposes to the
establishment of business which may include services within the tourists’ destinations
such facilities or structures where tourists can stay with their family, safety roads for
transportation.