An Assessment of the Communication Approaches in Communicating Tourism Used by the Municipal Government of Angono, Rizal

Abstract ―​

Tourism contributes largely to the economic growth of every country. Hence, this study assesses the communication approaches in communicating tourism used by the municipal government of Angono, Rizal, The Social Judgment Theory is used to evaluate the level of awareness, knowledge, attitude, and perceived effectiveness of the respondents and their relationships. Descriptive-correlational is the design of this study. A quantitative approach is used to gather statistical data. The research finds that most participants are female and between 15-22 years old. The study reveals that Angono residents are generally aware of the communication approaches used (mean score of 2.95), knowledgeable about municipal tourism efforts and initiatives (mean score of 2.62); and hold a positive attitude towards these approaches (mean score of 3.65). Importantly, the communication approaches are perceived as effective (mean score of 3.66). Furthermore, this study concludes that the level of awareness, knowledge, and attitude has significant relationships to the perceived effectiveness of the respondents towards the communication approaches in communicating tourism used by the municipal government of Angono, Rizal. It suggests the importance of utilizing effective communication approaches to promote tourism and recommends its findings to individuals and relevant public and private entities for enhancing tourism promotion efforts.