Understanding Tourism Appeal in Mindanao: How Culture and Language Shape the Experiences of Asian and Non-Mindanaoan Tourists

Abstract

This study examined how culture and language influence the experiences and perceived appeal of tourism destinations in Mindanao among Asian and non-Mindanaoan tourists. Using a qualitative research design, data were gathered from 20 tourists through semi-structured interviews and analyzed using thematic analysis. Findings revealed that cultural immersion, exposure to local traditions, and interaction with communities deepened tourists’ experiences, strengthened appreciation, and created emotional connections to the destination. Language played a crucial role in shaping interaction, understanding, and overall engagement, while also contributing to authenticity and ease of navigation. The combined influence of culture and language reinforced destination uniqueness, guided tourist behavior, and increased willingness to revisit and recommend. Overall, tourism appeal was shaped not only by cultural richness but also by how accessible and understandable these experiences were. The study highlights the importance of integrating authentic cultural expression with effective communication to enhance tourist experience and strengthen destination appeal.