THE DESTINATION BRANDING IDENTITY OF SOCCSKSARGEN LOCAL GOVERNMENT UNITS IN SOUTHERN PHILIPPINES: A MULTIPLE CASE STUDY

This study explored the destination branding identity of SOCCSKSARGEN local government units, emphasizing cultural preservation, linguistic diversity, and community collaboration in shaping regional tourism appeal. Using a multiple-case study approach, it examined the unique perspectives of tourism officers, stakeholders, and tourists. The data were thematically analysed, revealing four themes in the destination branding identity: cultural festivals, active community engagement, nature as a core branding element, and catalyst for economic growth and social unity. Second, it unveils three emergent themes for language features in branding identities: upholding language use and documentation, linguistic diversity towards globalization, and linguistic styles as a branding tool. Third, it highlights four significant themes in the attributes, culture, and experiences embedded in these branding identities: integrative arts, atmospheric and scenic landscapes, experiential tourism, and safety, accessibility, and infrastructure. Lastly, the branding identities perceived by tourists and stakeholders revealed three emergent themes: cultural integration with stakeholder visibility, sustainability through intergovernmental partnerships, and rising challenges in tourism industry. The five cases revealed similarities in most of the themes. However, each case emerged differently from the others in linguistic styles as a destination branding tool, experiential tourism, and rising challenges in tourism promotion. Recommendations were made to enhance institutional support for intercultural dialogue and sustainable tourism practices. This study underscores the preservation of cultural identities and language diversity, integrating them into innovative branding strategies to promote regional and global recognition. KEYWORDS: Education, Applied Linguistics, Cultural Preservation, Destination Branding Identity, Linguistic Diversity, Higher Education Institutions, Philippines