Locals’ Level of Awareness on the “Naturally Vibrant Nueva Vizcaya” Slogan: Basis for Enhancement of the Province’s Tourism Branding

Abstract

Tourism slogans help promote a place by shaping its identity and public image. The slogan “Naturally Vibrant Nueva Vizcaya” seeks to highlight the province’s natural beauty and culture. However, there is limited research on how well locals recognize and connect with this tourism branding.This study assessed locals’ level of awareness of the slogan, identified demographic differences, gathered community suggestions for improvement, and evaluated the contribution of government initiatives to its visibility. A descriptive-comparative design was used to determine the level of awareness and examine differences across age, sex, and place of residence, while thematic analysis was conducted to interpret qualitative feedback on government efforts and suggested promotional strategies. Results revealed that overall awareness was moderate. No significant differences were found between sex and place of residence, but a significant variation appeared across age groups, with younger residents showing higher awareness. These findings imply the need for a more balanced promotional approach that strengthens online engagement for youth while improving visibility through traditional media and community-based activities for older groups. Based on these results, the study recommends enhancing both digital and traditional promotional efforts to reach a wider audience, deepen local connection to the slogan, and further strengthen the province’s tourism identity