Tourism Promotion Programs in Lagayan. Abra: Basis for a Tourism Intervention Plan

Abstract

Tourism is a major contributor to economic growth and community development; however, despite Lagayan, Abra’s rich natural attractions, its tourism sector remains underdeveloped due to limited promotion, inadequate infrastructure, and insufficient tourism services. This study aims to assess the level of satisfaction among respondents on the attractions, services, and facilities in the tourist destination, and the tourism promotion programs in Lagayan, Abra, as to craft a tourism intervention plan. A descriptive research design was utilized, involving 250 respondents composed of 150 tourists, 70 residents, and 30 tourist guides. Data were collected from December 2025 to January 2026 using a survey questionnaire. The instrument was adapted from the works of Matt (2009), Bamboa (2013), Padua (2019), Orduna and Arcilla (2020), Cruz (2021), the UNWTO (2021), the Department of Tourism (2022), and the ASEAN Secretariat (2015), with necessary modifications to suit the study context. Reliability testing yielded a Cronbach’s alpha coefficient of 0.84, indicating good internal consistency.

Findings reveal that most respondents are young, single, and low-income individuals, indicating a market largely composed of budget conscious and adventure-oriented tourists. Overall, respondents express a high level of satisfaction, particularly on accessibility, uniqueness, and visual appeals of attractions, while moderate satisfaction is observed in entertainment and facility-related aspects. The implementation of tourism promotion program is generally perceived as high, though certain areas such as digital promotion, transportation, and service facilities require improvement. Moreover, the LGU face moderate to high serious challenges, particularly in infrastructure, limited funding, and insufficient promotional strategies. Significant relationships are found between selected demographic variable and satisfaction levels, highlighting the influence of tourist profile on tourism experience. These findings suggest that while Lagayan demonstrates strong tourism potential, targeted improvements in infrastructure, service quality, and strategic promotion are essential to enhance tourist satisfaction and ensure sustainable tourism development.