EFFECTIVENESS OF ON-SITE INTERPRETIVE SIGNAGES AT TOURIST SITES IN BAGUIO CITY AS MARKETING COLLATERAL
DOI:
https://doi.org/10.46827/ejmms.v11i1.2131Palavras-chave:
interpretative signages, tourist sites, marketing collateral, Baguio CityResumo
This study assessed the effectiveness of on-site interpretive signages at tourist sites in Baguio City as marketing collateral and examined the challenges encountered by tourists in engaging with these signages. Using a mixed-method research design, data were collected from 384 non-resident tourists across six major tourist destinations, Camp John Hay, Baguio Cathedral, Mirador Heritage and Eco Park, Tam-Awan Village, Burnham Park, and the Botanical Garden, through convenience sampling. The study employed a structured questionnaire validated by three experts and pilot-tested for reliability, achieving a Cronbach’s alpha of 0.86. Quantitative data were analyzed using weighted mean and Pearson correlation, while qualitative responses from interviews were interpreted thematically. Results indicate that interpretive signages are generally effective as marketing collateral, with promotional value rated high (WM = 3.16) and clarity of information rated moderate (WM = 2.99), yielding an overall effectiveness score of 3.08. Tourists reported high severity of challenges overall (WM = 2.62), with interactivity identified as the most critical issue (WM = 3.27), while visibility and maintenance were less problematic. A significant negative correlation (r = -0.462, p = .000) was observed between signage effectiveness and the challenges encountered, suggesting that increased effectiveness is associated with fewer difficulties for tourists. Interview responses and literature corroborated that while signages provide foundational information and promotional appeal, limitations in interactivity and content density reduce visitor engagement. The study identified five key intervention themes to address these challenges: enhancement of interactivity, simplification of information content, improvement of visual design and layout, integration of digital support tools, and consistency in signage standards across sites. These findings have implications for tourists, site managers, tourism authorities, and the local economy, as they directly affect visitor experience, operational efficiency, destination image, and economic benefits.
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