Relationship Of Digital Tourism Strategies And Performance Of Beach And Water-Themed Resorts In MISAMIS ORIENTAL Amidst The New Normal

Abstract

Tourism is one of the industries hardest hit by COVID–19, and the Department of Tourism suggested digital tourism as one way of stimulating, at least, domestic travel. This study sought to determine the actions of resorts and the government interventions about it. The study applied mixed methods of research, total sampling population, and hybrid interview considering travel restrictions using a validated self-made questionnaire. The study was conducted in Northern Mindanao, Philippines. The respondents of the study were employees of beach and water-themed resorts and municipal tourism officers. The findings of the study revealed low usage of digital tourism strategies and poor tourism performance, a significant difference in digital tourism strategies of the resorts and their employees when grouped according to profile, and a significant relationship between digital tourism strategies and the tourism performance of the resorts. Policy gaps were also discovered. The study concludes that the level of usage of digital tourism strategies can only do so much given the status quo. Hence, recommendations for the enhancement of digital tourism strategies are suggested since they align with the state’s existing medium- and long-term development plans.