Destination Brand Identity and Community Dynamics as Enhancers of Competitive Advantage of Tourism Industry in Davao Oriental
DOI:
https://doi.org/10.69569/jip.2025.363Keywords:
Brand identity, Community dynamics, Competitive advantage, Davao Oriental, Tourism industryAbstract
Competitive advantage in tourist destinations refers to the unique attributes and resources that enable a destination to stand out in a competitive market. As competition in the tourism sector intensifies, destinations must proactively enhance their competitiveness by capitalizing on their unique assets, investing in quality services, and responding effectively to changing market trends. Due to the limited studies focusing on competitiveness, this study employed a descriptive-correlation design to examine the relationship between destination brand identity, community dynamics, and competitive advantage in the tourism industry of Davao Oriental. The study employed purposive sampling to select 300 respondents, chosen based on specific criteria. The data collected were analyzed using statistical tools such as Mean, Standard Deviation, Pearson r, and Multiple Regression Analysis. The study's results found that the status of competitive advantage in the destinations has a high level, with an overall mean of 4.04. Furthermore, the status of the destination brand identity is at a high level, given its general mean score of 4.17. Also, community dynamics has an overall mean of 3.83, indicating a high level. Finally, destination brand identity and community dynamics were found to be correlated with competitive advantage. Furthermore, the regression model suggests 43% of the combined influence of brand identity and community dynamics can enhance competitive advantage.
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