The Influence of Ecotourism Performance on Quality Tourism Experience and Sustainable Consciousness

Abstract

Purpose of the study: This study aimed to investigate the influence of ecotourism performance on quality tourism experience and sustainable consciousness. Methodology: Adopted survey questionnaires were given to a sample of 400 tourists in the tourism sector in Davao City. This study employed a non-experimental design utilizing a descriptive correlation technique. The statistical tools used were frequency, mean, Pearson r, and Sobel test. Main Findings: It was found that the level of quality tourism experiences, sustainable consciousness, and ecotourism performance of tourists in Davao City are strongly agreed upon. The correlation between quality tourism experience, sustainable consciousness, and ecotourism performance has a weak but positive relationship, whilst ecotourism performance and sustainable consciousness have a very positive relationship. Implications: This study implies that to have a quality tourism experience and improve ecotourism for everyone, every visitor must be conscious of sustainability in the areas of attitude, behavior, and knowledge. This can be done in that the host must publish educational awareness to be responsible tourists such as campaign posters, innovative digital promotional branding strategies, and the like. Novelty: This study is covering important aspects of quality tourism experience with special reference to Davao City.