Advisers

Christine A. Alinabo

Discipline

Tourism & hospitality

Abstract

Blue Rock Lagoon in Montalban, Rizal has potential to become an ecotourism destination. However, its visibility and promotion remain limited. This study examined the lagoon’s tourism potential and evaluates how destination promotion can improve its visibility. The study used a descriptive quantitative research design. Data were collected from fifty (50) respondents, including tourists, local business owners, and residents. Surveys, interviews, and observations were used to gather information. The study focused on identifying the lagoon’s attractions and assessing visitor perceptions about amenities, safety, and overall experience. The findings showed that Blue Rock Lagoon has valuable natural and cultural attractions. However, some challenges affect tourism development, such as limited infrastructure and promotion. Visitors highlighted the need for better amenities, improved safety measures, and stronger marketing effort. The study emphasizes the importance of sustainable tourism practices, community participation, and digital marketing strategies to improve the destination’s appeal. Results suggest that tourism potential can be maximized through improved infrastructure, stronger promotional campaigns, and policies that balance economic growth with environmental protection. The study provides insights on promoting and sustaining underdeveloped natural tourism sites.

Keywords

sustainable tourism, eco tourism, destination promotion