Enhancing Tourist Experience in Butuan City: Integrating Balangay Heritage as an Ancillary Service in Accommodation Facilities

In the competitive landscape of the global hospitality industry, differentiating accommodation services through innovative offerings is essential. This study explores the integration of Balangay heritage into the guest experience at accommodation facilities in Butuan City, aiming to enrich the tourist experience. Employing the H.du Cros model, the research evaluates the market attractiveness and robustness of Balangay heritage as a potential ancillary service. Surveys conducted with guests at various accommodations in Butuan City and interviews with hotel management and city tourism officials serve as the primary data sources. Results reveal that Balangay heritage exhibits moderate robustness and high market appeal, with 70.3% of respondents endorsing its integration as an ancillary service. Despite its promise, challenges related to the management and organization of the heritage attraction are identified. To address these issues, the study proposes a strategic framework for stakeholders, aiming to streamline the effective integration of Balangay heritage and thus enhance the tourist experience in Butuan City. This approach offers valuable insights into the synergy between heritage preservation and hospitality innovation, underscoring the potential for cultural heritage to enrich the tourism offering.