Abstract
In the heart of Region XII, Philippines, lies a treasure trove of untapped tourism potential, yet the key to unlocking it remains elusive. This study explores the intricate relationship between destination attributes and tourist satisfaction, framed by the Expectation-Disconfirmation Theory (EDT), which posits that satisfaction arises from the alignment between tourists' expectations and their actual experiences. Utilizing a comprehensive survey distributed via digital platforms, the research gathered data from 100 participants, encompassing both residents and non-residents aged 18 and above. The findings reveal that destination attributes factors significantly influence tourist satisfaction (p<.05). Additionally, the study highlights the importance of effective marketing and communication strategies in managing tourist expectations. By addressing the need for improved infrastructure and enhanced service delivery, the research offers actionable recommendations for elevating the tourism experience in Region XII. Ultimately, this study serves as a vital resource for local businesses and government agencies, guiding them toward sustainable tourism development that meets the diverse needs of visitors while fostering long-term growth in the region.
