Abstract
Tourism remains one of the most dynamic sectors of the global economy, with destinations striving for visibility and appeal. This study examines the destination image of San Francisco, Agusan del Sur, focusing on how visitors perceive its environment, culture, and business offerings, and how these perceptions shape their satisfaction and decisionmaking. A quantitative design was employed, using surveys and interviews to collect data from a diverse group of tourists. Results indicate that San Francisco is positively regarded for its natural beauty, cultural heritage, and business amenities, with cognitive and affective factors contributing to its overall appeal. Significant differences (p= <0.05) were found in perceptions of business-related attributes between respondents aged 18–27 and 38–47, highlighting generational variation in evaluating the municipality’s business environment. In contrast, no significant differences emerged across sex, marital status, or place of origin, suggesting a broadly consistent and favorable reception among visitor segments. The findings contribute to tourism literature by demonstrating the role of destination image in shaping satisfaction and travel choices. Practical implications underscore the need to develop a cohesive image that resonates with diverse tourists, while tailoring strategies to specific demographic groups. Strengthening San Francisco’s destination image is expected to enhance its competitiveness, attract more visitors, and generate greater economic benefits for the local community.
Keywords: Caraga Region Mindanao Philippines, Cognitive and Affective Image, Destination Competitiveness, Destination Image, Tourism Development, Tourists Perception,