Locals’ Level of Awareness on the “Naturally Vibrant Nueva Vizcaya” Slogan: Basis for Enhancement of the Province’s Tourism Branding

Tourism slogans help promote a place by shaping its identity and public image. The slogan “Naturally Vibrant Nueva Vizcaya” seeks to highlight the province’s natural beauty and culture. However, there is limited research on how well locals recognize and connect with this tourism branding.This study assessed locals’ level of awareness of the slogan, identified demographic differences, gathered community suggestions for improvement, and evaluated the contribution of government initiatives to its visibility. A descriptive-comparative design was used to determine the level of awareness and examine differences across age, sex, and place of residence, while thematic analysis was conducted to interpret qualitative feedback on government efforts and suggested promotional strategies. Results revealed that overall awareness was moderate. No significant differences were found between sex and place of residence, but a significant variation appeared across age groups, with younger residents showing higher awareness. These findings imply the need for a more balanced promotional approach that strengthens online engagement for youth while improving visibility through traditional media and community-based activities for older groups. Based on these results, the study recommends enhancing both digital and traditional promotional efforts to reach a wider audience, deepen local connection to the slogan, and further strengthen the province’s tourism identity

Naturally Vibrant Nueva Vizcaya, tourism branding, level of awareness, slogan, community engagement

1. Alonso, A. D., & Bressan, A. (2022). The importance of local residents in branding initiatives and tourism development. [ResearchGate]. https://www.researchgate.net/publication/364123456 [Google Scholar] [Crossref]

2. Ahn, Y. J., & Back, K. J. (2020). The role of experiential value in destination branding: Examining tourists’ attitudes toward and intention to visit. Journal of Travel Research, 59(2), 259–272. [Google Scholar] [Crossref]

3. https://doi.org/10.1177/0047287519830789 [Google Scholar] [Crossref]

4. Armiñana-Maristany, M., Camón Luis, E., & Martínez-García, E. (2025). Relation between gender and risk in tourism: A data-driven exploration of destination choice. Tourism and Hospitality, 6(1), 39. [Google Scholar] [Crossref]

5. https://doi.org/10.3390/tourhosp6010039 [Google Scholar] [Crossref]

6. Bouchouar, K., & Souaf, M. (2024). Marketing strategies for consumer engagement: The role of branding and packaging. African Scientific Journal. https://africanscientificjournal.com/index.php/AfricanScientificJournal/article/download/753/681/776 [Google Scholar] [Crossref]

7. Braun, E. (2012). City marketing: Towards an integrated approach. In A. G. Ashworth & M. Kavaratzis (Eds.), Towards effective place brand management (pp. 43–56). Edward Elgar Publishing. [Google Scholar] [Crossref]

8. Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management. https://www.sciencedirect.com/science/article/abs/pii/S2212571X15000207?fbclid=IwY2xjawIZvCFleHRuA2FlbQIxMAABHS_-5YaHi4UIFFfC_Qw6-19hbPylhtMfAhyXvEkoZeusiOtlEelnYDTmHg_aem_RKQJgjswCHAaUL79uDPkBw [Google Scholar] [Crossref]

9. Carballo Fuentes, R. R., León González, C. J., & Carballo Fuentes, M. M. (2022). Gender as moderator of the influence of tourists’ risk perception on destination image and visit intentions. Tourism Review. [Google Scholar] [Crossref]

10. https://doi.org/10.1108/TR-02-2021-0079 [Google Scholar] [Crossref]

11. Caro, et al. (2022). Entrepreneurial attitude and intention of ABM senior high school learners. International Journal of Multidisciplinary: Applied Business and Education Research, 3(4), 1–12. https://ijmaberjournal.org/index.php/ijmaber/article/download/407/236 [Google Scholar] [Crossref]

12. Da Silva Oliveira, E., & Panyik, E. (2015). Content, context and co-creation: Digital challenges in destination branding with references to Portugal as a tourist destination. Journal of Vacation Marketing, 21(1), 53–74. https://doi.org/10.1177/1356766714544235 [Google Scholar] [Crossref]

13. Gallardo, L., Suarez, K., & Ebardo, J. (2024). Understanding the behavior of older adults’ social media platform-swinging in the Philippines. De La Salle University. https://www.researchgate.net/publication/385213778_Understanding_the_Behavior_of_Older_Adults%27_Social_Media_Platform-Swinging_in_the_Philippines [Google Scholar] [Crossref]

14. Gounaris, S., Chatzipanagiotou, K., Karantinou, K., & Koritos, C. D. (2025). Revisiting the effects of tourism and hospitality servicescapes on customers: A complexity approach. Tourism Management, 107, Article 105068. https://doi.org/10.1016/j.tourman.2024.105068 [Google Scholar] [Crossref]

15. Hankinson, G. (2015). The management of destination brands: Five guiding principles based on recent developments in corporate branding theory. Journal of Brand Management, 22, 420–438. https://doi.org/10.1057/bm.2015.21 [Google Scholar] [Crossref]

16. Horng, J.-S., Liu, C.-H., Chou, H.-Y., & Tsai, C.-Y. (2021). The role of brand visibility in destination branding: How tourists’ exposure to promotional messages influences awareness and identity. Journal of Destination Marketing & Management, 19, 100544. https://doi.org/10.1016/j.jdmm.2020.100544 [Google Scholar] [Crossref]

17. Huang, S.-C. L., & Lin, L.-P. (2017). Awareness effects of the tourism slogans of ten destinations in Asia. Journal of China Tourism Research, 13(4), 375–387. https://doi.org/10.1080/19388160.2017.1399191 375–387. [Google Scholar] [Crossref]

18. Kavaratzis, M. (2008). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding and Public Diplomacy, 4(1), 58–73. https://doi.org/10.1057/pb.2008.4 [Google Scholar] [Crossref]

19. Knight-McKenna, M., Felten, P., & Darby, A. (2018). Student engagement with community: A model for educational practice. ResearchGate. https://www.researchgate.net/publication/323614884_Student_Engagement_with_Community [Google Scholar] [Crossref]

20. Kotler, P., & Keller, K. L. (2016). Marketing management (14th ed.). Shanghai: Shanghai People’s Publishing House. https://www.scirp.org/reference/referencespapers?referenceid=2682798&fbclid=IwY2xjawIZunlleHRuA2FlbQIxMAABHRcY9Vk0Z6ibzqCn3jdja9Ws74yC-v3fxvaat3kGWvNMjSQ5cuEUR_Bmnw_aem_PlNFkCK6XuJeGj-SQaR9OA [Google Scholar] [Crossref]

21. Lewallen, T. C., Hunt, H., Potts‐Datema, W., Zaza, S., & Giles, W. (2015). The Whole School, Whole Community, Whole Child model: A new approach for improving educational attainment and healthy development for students. Preventing Chronic Disease, 12. https://pmc.ncbi.nlm.nih.gov/articles/PMC7702099 [Google Scholar] [Crossref]

22. Martínez-Clares, P., & González-Morga, N. (2018). Developing teamwork and ethical commitment in higher education business studies. Frontiers in Education, 3, 1–10. https://www.frontiersin.org/journals/education/articles/10.3389/feduc.2022.885917/full [Google Scholar] [Crossref]

23. Muharam, H., Wandrial, S., Rumondang, P. R., Handayani, M. A., & Masruchan, M. (2024). Innovative strategies in digital marketing: Enhancing consumer engagement and brand loyalty. Global International Journal of Innovative Research, 2(7). https://www.researchgate.net/publication/382628859_Innovative_Strategies_in_Digital_Marketing_Enhancing_Consumer_Engagement_and_Brand_Loyalty [Google Scholar] [Crossref]

24. Mandagi, J. P., Mananeke, L., & Sumarauw, J. S. B. (2024). Co-created content and tourism branding in social media. International Journal of Tourism Research, 26(3), 455–467. https://doi.org/10.1002/jtr.2674 [Google Scholar] [Crossref]

25. National League of Cities. (2023, June 30). Today's student engagement challenges and how city leaders can help. NLC. https://www.nlc.org/article/2023/06/30/todays-student-engagement-challenges-and-how-city-leaders-can-help [Google Scholar] [Crossref]

26. Nguyen, T. T., Pham, H. T., & Do, T. N. (2021). Entrepreneurial attitude and individual attributes influencing entrepreneurial activity in ASEAN countries. Gadjah Mada International Journal of Business, 23(2), 215–234. https://jurnal.ugm.ac.id/gamaijb/article/view/73025 [Google Scholar] [Crossref]

27. PhilAtlas. (2021). Nueva Vizcaya. PhilAtlas. https://www.philatlas.com/luzon/r02/nueva-vizcaya.html?fbclid=IwY2xjawIZgVJleHRuA2FlbQIxMAABHTnMu9tcczOSJCnvMiDL0-q0hGl4eRi74abKL5SJ5g3WMGGG2c0xV86o4w_aem_0UauOnE8dF1VojMqBWJgFg [Google Scholar] [Crossref]

28. Philippine Star. (2023, June 14). Media criticism linked to low trust in news – Digital News Report 2023. https://www.philstar.com/headlines/2023/06/14/2273808/media-criticism-linked-low-trust-newsdigital-news-report-2023 [Google Scholar] [Crossref]

29. Philippine Star. (2024, June 17). Facebook, other traditional socmed platforms wane as news sources in PH – Digital News Report 2024. https://www.philstar.com/headlines/2024/06/17/2363511/facebook-other-traditional-socmed-platforms-wane-news-sources-ph-digital-news-report-2024 [Google Scholar] [Crossref]

30. Philippine Information Agency. (2023). Gambito recalls unity with Padilla resulted to better governance in NV. Philippine Information Agency. https://mirror.pia.gov.ph/news/2023/05/08/gambito-recalls-unity-with-padilla-resulted-to-better-governance-in-nv [Google Scholar] [Crossref]

31. Rawal, D., & Aryal, B. R. (2024). Consumer awareness of green marketing and buying behavior: A synthesis of literature. Contemporary Research: An Interdisciplinary Academic Journal, ResearchGate. https://www.researchgate.net/publication/386260470_Consumer_Awareness_of_Green_Marketing_and_Buying_Behavior_A_Synthesis_of_Literature [Google Scholar] [Crossref]

32. Rivera, J. P. R., & Gutierrez, E. L. M. (2018). The impact of awareness on tourism marketing slogan on length of stay and travel budget allocation of young travellers. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 7(1), 1–25. Retrieved from https://www.researchgate.net/publication/325686034_The_impact_of_awareness_on_tourism_marketing_slogan_on_length_of_stay_and_travel_budget_allocation_of_young_travellers [Google Scholar] [Crossref]

33. Supetran, L. (2019, May 26). Naturally vibrant Nueva Vizcaya. BusinessMirror. https://businessmirror.com.ph/2019/05/26/naturally-vibrant-nueva-vizcaya [Google Scholar] [Crossref]

34. Vaculčíková, Z., Tucková, Z., & Jomardyan, A. S. (2020). Destination branding as an effective economic tool for increasing awareness: Czech Republic case study. International Advances in Economic Research, 26(4), 453–455. [Google Scholar] [Crossref]

35. https://doi.org/10.1007/s11294-020-09804-1 [Google Scholar] [Crossref]

36. Vera Files. (2024, June 17). Facebook, other traditional socmed platforms wane as news sources in PH – Digital News Report 2024. https://verafiles.org/articles/facebook-other-traditional-socmed-platforms-wane-as-news-sources-in-phdigital-news-report-2024 [Google Scholar] [Crossref]

37. World Tourism Organization. (2020). International tourism highlights, 2020 edition. Madrid: UNWTO. https://www.e-unwto.org/doi/book/10.18111/9789284422456 [Google Scholar] [Crossref]

38. Zhao, Y., Li, X., & Wang, Y. (2022). Residents’ engagement behavior in destination branding. Sustainability, 14(10), 5852. [Google Scholar] [Crossref]

• Reconceptualising Sustainable Intelligence as a Multidimensional Psychological Capability
• Bridging the Gap: Assessing Skills, Training, and Competencies for Curriculum Development in Sustainable Tourism