Reimagining Calabanga: A Sense-Of-Place Based Approach to Destination Branding Directions

Abstract

Tourism branding often emphasizes physical attractions while overlooking community identity embedded in a "Sense of Place" (SoP). This study examined Calabanga, Camarines Sur, focusing on community perceptions across natural, cultural, social, and economic dimensions, identifying tangible and intangible destination branding elements, assessing their relationship, and developing a promotional framework to strengthen the town’s unique identity. Specifically, the study aimed to: (a) determine community perceptions of SoP attributes; (b) identify tangible and intangible branding elements; (c) assess the relationship between SoP and destination branding; and (d) develop a promotional framework reflecting Calabanga’s sense-of-place identity. Using a Mixed-Methods Sequential Exploratory Design, qualitative data were gathered from 25 key informants, followed by a survey of 200 residents. Thematic analysis, correlation, and regression examined the links between SoP and branding elements. Findings show strong community attachment, with Cultural (3.65) and Social (3.62) attributes as primary identity drivers, while Economic (3.49) was least emphasized. Regression analysis revealed a weak positive relationship between SoP and destination branding (R = 0.236; R² = 0.0558; Adjusted R² = 0.0108; F = 1.241, p = 0.278), indicating that a strong community identity does not automatically translate into effective branding. Tangible elements include Quipayo Church, coastal and maritime resources, and heritage landmarks, while intangible pillars encompass faith, festivals, and community participation, collectively forming Calabanga’s "Heritage-Productive Landscape" identity. The Sustainable Agro-Maritime Resource and Old-heritage (SARO) Framework operationalizes these insights, recommending strategies to leverage cultural assets, enhance natural, social, and economic resources, and integrate local enterprises and community-based experiences. Coordinated planning, product development, and strategic promotion are essential to translate SoP into a cohesive, authentic, and marketable destination brand.