Tourist Behavior and Intention to Revisit the Religious Sites: The Case of Cagayan Valley Region, Philippines
Journal Title: Advance Knowledge for Executives - Year 2022, Vol 1, Issue 2
Abstract
Objective: This study aims to evaluate and assess the tourist behavior and intention to revisit the religious sites in Cagayan Valley Region as related to the social environment, religious sites facilities, food and beverage, service quality, locals’ behavior, and religious site tourists’ revisit intentions. Method: A quantitative-descriptive research design was used through a survey method among the 417 tourists who visited the religious sites in Cagayan Valley Region that was administered through an Online Google form survey. Upon retrieval of the data, it was tabulated, interpreted, analyzed, and presented. Result: Results revealed that respondents strongly agree on the tourist behavior and intention to revisit the religious sites in the social environment, Facilities, local’s behavior, and religious site tourist revisit intentions and agreed in terms of food and beverage and service quality Conclusion: Respondents positively appreciate the ambiance of the religious place as sacred. Respondents strongly agreed that religious site facilities are available, accessible, and conveniently offered to the public. In addition, they also agreed that the food establishments near the religious sites are clean, well-maintained, safe, and pleasant. Based on the result, the respondents can say that the staff in the religious site are tourist-oriented, well-rounded, and interactive. Furthermore, the respondents observed that locals are respectful and friendly. Based on the result of the study, most of the respondents visited the place to discover the religious sites and culture of the provinces in the region Recommendation & Implication: Based on the results, it is recommended for the local government and the Department of Tourism (DOT) to collaborate with the private sectors for tourism investments and capital attractions within the framework of cooperation to be agreed upon for the development of road networks and transportation, tourism facilities and sponsor training for the local community to be employed in tourism services establishment (e.g., local tour guides, guest or tourist relation officers, etc.) In addition, the local government, and the Department of Tourism (DOT) may remove visitor uncertainties to recover international leisure tourism. The future researcher may conduct a similar study using different variables such as the religious and cultural interest of tourists, government support and initiatives, and religious sites’ destination image.
Authors and Affiliations
Tao-Ing, R.
Keywords
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