Ajuy as an island destination in Iloilo: Stakeholders' assessment of challenges in the implementation of promotional strategies

Abstract

This study investigates the challenges faced by local tourism stakeholders in promoting Ajuy, Iloilo, an emerging island destination with rich cultural and natural attractions, and proposes solutions to enhance its visibility. Employing a descriptive-correlational design, the study surveyed 240 stakeholders, including government units, NGOs, and private entities, using quota sampling. The findings reveal significant challenges in co-creation, media availability, and image creation, with older and business stakeholders emphasizing the need for enhanced collaboration and integration of visitor feedback. Media unavailability posed greater difficulties for high-income stakeholders who rely on visibility, while younger stakeholders reported heightened concerns over evolving promotional trends. Poor image creation was a concern across demographics, particularly among younger and affluent groups. Sex and work experience did not significantly influence perceived challenges, but family income and stakeholder type significantly shaped experiences, with businesses facing greater challenges across all areas compared to NGOs and government units. Key barriers include inadequate media resources, underutilized social media, and limited authentic representation of Ajuy's assets. The findings underscore the need for strategic promotion through stakeholder collaboration, resource allocation, and innovative branding to address seasonality, infrastructure gaps, and safety concerns. Enhanced engagement and tailored promotional strategies are pivotal for Ajuy’s long-term viability and competitiveness as a tourist destination.