Tourist behavioral intention in visiting tourist attraction in Batangas province
Journal Title: Advance Knowledge for Executives - Year 2022, Vol 1, Issue 2
Abstract
Objective: This study aimed to assess the tourist’s behavioral intention in visiting the attractions in Batangas province. More specifically to determine the tourists’ revisit intention, word of mouth, willingness to pay more, and loyalty; and correlate each variable. Method: This study utilized descriptive correlational survey research to assess the tourist behavioral intention in visiting tourist attractions in Batangas province. The respondents of the study were 279 tourists and data was computed using the Raosoft Sample size Calculator. This instrument went through expert validation and pilot testing. The questionnaire was considered valid and reliable for use. Further, the result was tallied, encoded, and analyzed gathered data using the SPSS software while Pearson correlation was used to test the significant relationship. The researchers ensured full confidentiality of all the data with respect to the Data Privacy act of 2012 and Ethical considerations. Result: Further, based on the result of the study, the respondents have a strong intention to visit Batangas and are willing to spend more time and money traveling to different places. Conclusion: There is a significant relationship between the revisit intention to be willing to pay more and loyalty in visiting the tourist attractions in Batangas province. There is also a significant relationship between intention to recommend and willingness to recommend, and intention to recommend and loyalty as well. Recommendation: The researchers recommended that the local government may collaborate with Provincial Tourism Culture and Arts Office, a non-governmental organization to create a public celebration to heighten the tourist’s behavioral intention. The tourism and hospitality business entities may initiate family engagement activities and offer budget travel expenses. Lastly, the local government, PTCAO, non-governmental organizations, and tourism and hospitality business entities may use these recommendations to encourage repeat visits and increase tourist arrivals in Batangas Province.
Authors and Affiliations
Noelah Mae D. Borbon, Jennie Margaret M. Apritado, Jeninah Christia B. Pulhin & Alex D. Ylagan
Keywords
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