THE INFLUENCERS OF TOURIST ENGAGEMENT IN COMMUNITY-BASED ECOTOURISM IN DAVAO DE ORO, PHILIPPINES

Tourist engagement is a complex concept for creating genuine travel experiences and promoting sustainable tourism growth. This study investigates the influence of destination quality, ecotourism service quality, and destination image on tourist engagement in community-based ecotourism (CBET) in Davao de Oro, Philippines. Existing research highlights the important roles of these variables in shaping tourist behavior; however, the combined effects within CBET are less well studied. Guided by the Customer Engagement Fundamental Proposition and Stimulus-Organism-Response Paradigm, the study hypothesizes that the three independent variables influence tourist engagement. A descriptive-correlational research design was employed, utilizing a random sampling technique to survey 377 local tourists across five identified Community-Based Ecotourism (CBET) attractions. Data were analyzed using mean scores, Pearson correlation, and multiple regression. The study revealed a high level of tourist engagement, destination quality, ecotourism service quality, and destination image in Davao de Oro’s community-based ecotourism sites. While destination quality and destination image influence tourist engagement, ecotourism service quality showed the most influence. These findings bring out the need for collaborative efforts among site operators, local communities, and government agencies to enhance cultural, culinary, and eco-based experiences to strengthen authentic tourist connections and ensure the long-term sustainability and competitiveness of local ecotourism. This study proposes empirical evidence for tourism marketing and business management and supports sustainable community tourism development in the province of Davao de Oro.