Image as a Determinant of Satisfaction: The Case of Tourist Destinations in Lucban, Quezon

The study titled "Image as a Determinant of Satisfaction: The Case of Tourist Destinations in Lucban, Quezon" was designed to determine the characteristics and the impacts of tourist characteristics in destination image in terms of Accessibility, Price & Value, Attraction, Ambiance, and Facilities. Descriptive method of research and a researcher-made structured type of questionnaire were used to simplify the study. Simple random sampling technique was used to select the respondents of the study. The respondents of the study were the selected tourists in Lucban, Quezon. The study was conducted on August 2021-May 2022. The researchers determined the demographic profile of the respondents and the characteristics of destination image by using percentage and weighted mean to analyze the elements and the impacts of tourist characteristics in destination image in Lucban, Quezon. The study shows that the majority of the customers of selected coffee shops ranges between eighteen to twenty-five (18-25) years old and majority of them are females and single with bachelor’s degree. The tourists put into words that the selected destination in Lucban, Quezon is worth visiting because of its beautiful beach coastline and unique culture. The selected tourists in Lucban believe that Lucban is highly appealing because of its cultural significance to tourists, making tourists very satisfied during their visit. They also consider that Lucban is a destination available for all ages, making it really appealing and highly loyal to different tourists. Tourists also agree that Lucban has supporting amenities and infrastructure within its vicinity that tourists can use for tourism-related activities. In addition, tourists agreed that Lucban is a prime destination in Quezon Province with value for money activities to be offered. Future research focusing on the impacts of tourist characteristics in destination image is recommended that should consider conducting the study to a broader number of respondents. Future researchers can make use of this study to guide and discover knowledge.