TOURISM DEVELOPMENT AND PROMOTION: A COMPARATIVE STUDY OF URBAN AND RURAL SETTINGS

This study examined the differences in tourism development and promotion between urban and rural settings, specifically in infrastructure, accommodation, transportation systems, and community involvement, as well as promotional strategies including digital marketing, traditional marketing, and events and festivals. To identify the differences, the researchers utilized the descriptive-comparative research design and employed purposive sampling technique to select 200 respondents from areas in Negros Oriental. The data were analyzed using weighted mean and analysis of variance (ANOVA). Results showed that both urban and rural settings strongly agreed on the importance of these tourism support facilities, with no significant differences between the two areas. Tourism facilities were well-developed across both settings, with a particularly high emphasis on community involvement and infrastructure. Furthermore, digital and traditional marketing strategies, alongside events and festivals, were also perceived as important tools for promoting tourism. The study found that while there were no significant differences between urban and rural settings, both settings shared similar perceptions regarding the effectiveness of these strategies. The findings suggest that the development of tourism support facilities and the strategic use of promotional tactics are crucial in enhancing tourism, and that ongoing improvements in infrastructure and community engagement are essential for sustaining tourism growth.