Customer Perceptions of Sustainable Brands in Selected Ecotourism Amenities in Lake Sebu, Philippines

In the ecotourism industry, understanding consumer perceptions is vital for the success and resilience of sustainable travel experiences. This study aims to explore consumer perceptions of sustainable brands in selected ecotourism amenities in Lake Sebu, South Cotabato, focusing on perceived value, service quality, and pricing. Employing a quantitative, multi-variable correlational approach, specifically adopting a descriptive-correlational design, the study utilized a questionnaire for data collection through convenience sampling. Results indicate that service quality emerges as the most influential factor affecting customers’ perceptions (M = 4.345098). Notably, service quality and pricing, with higher beta values, exert a more substantial influence on overall consumer perception compared to perceived value. These insights offer actionable guidance for stakeholders, underscoring the importance of prioritizing and enhancing service quality and pricing strategies. This strategic focus is crucial for aligning with consumer expectations and cultivating positive perceptions within Lake Sebu's ecotourism sector, contributing to a resilient and thriving industry.