Exploring the Moalboal’s Face of Paradise: Insights, Challenges, and Experiences of Tourists (Ice)

This research delved into the exploration of the tourists at Moalboal’s Face of Paradise, taking into account their Insights, Challenges, and Experiences (ICE) in Moalboal, Cebu, Philippines. This research is anchored on Destination Image Theory, Sustainable Tourism Theory, and Tourist Motivation and Satisfaction Theory. The legal bases are rooted in the Republic Act No. 9593, also known as the Tourism Act of 2009, and Republic Act No. 1478. This research employed an explanatory mixed-methods approach, integrating research methods: quantitative and qualitative. A total of 151 tourists, both local and foreign, participated in the study. This study utilized and adapted an instrument from the Philippines (PIDS) (2024) in gathering quantitative data from the respondents. Thematic Analysis (TA) of Braun and Clarke (2006) was used to interpret the qualitative data, while descriptive statistics were used to describe the numerical data. There was positive satisfaction among tourists’ perception and intention to travel back to Moalboal, in terms of Tourists’ Spots, Price, Food and Beverage, Hotel and Accommodation, Beaches, People, and Activities. Eight emerging themes were found: these are the (1) Pristine Beaches, (2) Amazing Aquatic Life, (3) Reefs and Beyond, (4) Adventure Like No Other, (5) Diversity of Activities, (6) Island Vibes but Twisted, (7) Superb Sunset, and (8) Exciting Life or in short, PARADISE. It is recommended to strengthen policies that can enhance the overall tourist experience and expectation.