FACTORS THAT INFLUENCE TOURIST INTENTION TO VISIT BEACH RESORT IN DAVAO CITY
A Thesis Proposal Presented to Faculty of
The College of Hospitality Education
University of Mindanao
In Partial fulfillment of the Requirements for the Degree Bachelor of Science in Tourism Management
GRANADA HANNAH JANE D.
LABASANO JOHN VINCENT S.
PENSONA ERMAROSE M
The Problem and Its Setting
Background of the Study
Beach resorts in one of the best choice for some gathering like birthdays, weddings and on. It provide the vacationers wants such as food, drinks, lodging and entertainment. It may also provide an array of amenities including entertainment and recreational activities. Each resorts has their own strength to attract the guest.
Davao City was being known for their beautiful and bountiful tourism attraction. It is really blessed in rich in natural resources like the beaches, cultural heritage and more. Davao is one of the country’s top destinations when it comes to white sand beaches. From those positive attribute that Davao City has, there are factors that influence tourist intention to visit beach resort here in Davao.
Tourist can make their own decision on what particular destination they wanted to go from what they paint from their mind and their perception about the place. Also the image of the destination could highly bring a big impact when tourist make their decision to travel. Internationally it was supported by the study of Al-Kwifi, Osama Sam. Journal of Hospitality and Tourism Technology; Bingley Vol. 6, Iss. 2, (2015): 174-194, tourists make their decisions about visiting a place after they have created a mental picture of the place (Fridgen, 1987). Among researchers, there is a general agreement that destination images have a strong influence on consumers’ travel decisions (Andrades-Caldito et al. , 2013; Chi and Qu, 2008; Alhemoud and Armstrong, 1996; Ahmed, 1991a). The concept of destination image has been used in tourism research since the early 1960s, and the influence of tourism images including its attraction on the choice of destination has been considered by many researchers when they develop decision models (Gartner and Hunt, 1987; Ahmed, 1991b; Pike, 2007; Leong et al. , 2015). There is a broad agreement that the destinations with stronger positive images will have a higher probability of being selected by tourists when they make their decisions (Alhemoud and Armstrong, 1996; Chi and Qu, 2008).
According to the Daily Inquirer (2017). Given the archipelagic nature of the Philippines, tourism was identified early on as a low-hanging fruit with great potential to boost the economy. All that was needed, it was believed, was to build roads to provide contact to the country’s pristine beaches and other destinations and prod the private sector to put up hotels and other infrastructure to offer to the tourist. The tourism industry had been rising slowly but surely, and foreigners now have more choices than just the old reliable—Boracay, Cebu, or Davao. But now tourism in the Philippines is seriously facing a different kind of threat—the feeling among foreign visitors that it is not a safe destination, as a result of the crisis in Marawi City and the resulting declaration of martial law on the entire island of Mindanao, which has yet to be lifted after more than a month.
Locally, from being tagged as “Murder City,” Davao City became “one of the most livable cities in the Asia” (both sobriquets were bestowed by the defunct Asia week magazine). Indeed, Davao City has gone a long, long way. Today the city is one of the country’s top tourist destinations. Most recent visitors who come here describe Davao as a land of exotic beauty and rich culture. “Davao is probably the least exposed of the country’s urban areas, and the most appealing, “contends by a filipino-american “It’s a great holiday hideaway, what with its lush greenery and exotic wild flora and fauna that contribute to its picturesque” and now Davao tourism economy is really far (Tacio,2013)
This study tries to figure out the factors that influence tourist intention to visit beach resorts in Davao City and its other possibilities that can attract tourist to visit the place.
Statement of the Problem
This research study was conducted to determine the factors that influence tourist intention to visit beach resorts in Davao City. Specifically, it was generated towards answering the following questions:
General: To determine the factors that influence tourist intention to visit beach resorts in Davao City
What are the factors that influence tourist to visit beach resorts in Davao City? In terms of:
Motivation to travel
Is there a significant difference between the factors when analyze according to the profile of the respondents?
The null hypothesis will be tested at 0.05 level of significant stating that:
There is no significant difference on the factors that influence tourist intention to visit beach resorts in Davao City when analyzed according to demographic profile
Review of Related Literature
This chapter presents the literature and studies both foreign and local in order to gain better understanding on the problems involved in the present study.
State of the Art
This part of the chapter includes the literature and studies both foreign and local were critically reviewed and found to be related to the study. They served as bases for the conceptualization the study’s research problem, research design and research methodology. Sources of both foreign and local studies were books, articles and other websites.
Tourism has come to be a fundamental financial pastime and one of the quickest developing industries. In fact tourist can make their own decision if where they wanted to go as based from what they figure out and their perception. According to Al-Kwifi, Osama Sam. Journal of Hospitality and Tourism Technology; Bingley Vol. 6, Iss. 2, (2015): 174-194, tourists make their decisions about visiting a place after they have created a mental picture of the place (Fridgen, 1987). Among researchers, there is a general agreement that destination images have a strong influence on consumers’ travel decisions (Andrades-Caldito et al., 2013; Chi and Qu, 2008; Alhemoud and Armstrong, 1996; Ahmed, 1991a). The concept of destination image has been used in tourism research since the early 1960s, and the influence of tourism images on the choice of destination has been considered by many researchers when they develop decision models (Gartner and Hunt, 1987; Ahmed, 1991b; Pike, 2007; Leong et al. , 2015). There is a broad agreement that the destinations with stronger positive images will have a higher probability of being selected by tourists when they make their decisions (Alhemoud and Armstrong, 1996; Chi and Qu, 2008).
Tourism was once identified early on as a low-hanging fruit with tremendous viable to improve the financial system and could bring splendid opportunities. All that was once needed, it was believed, was to build roads to furnish access to the country’s pristine seashores and other locations and prod the personal region to put up resorts and other infrastructure there to be offer. It really brings exact have an effect on to our tourism financial system which also can give opportunities and other feasible factors that could brought the remarkable affect to our economy. The tourism enterprise had been developing slowly however surely. It runs slowly, insuring that it could bring opportunities to people. Tourist can make their very own choice on which place they desired to visit like Palawan, Baquio and Davao. But now tourism in the Philippines is significantly facing an exceptional sort of threat. Foreign site visitors felt that it is not virtually safe to visit the Philippines due to the result of the crisis in Marawi and through declaring the Martial Law in entire Mindanao. Medias have made lots about this issue, This is something that the authorities and the non-public sector, NGO’s should counter, due to the fact that if the international community and foreign media lump the Philippines together with Syria, Iraq, Afghanistan and other troubled spots, tourists can hardly be expected to make a beeline for it. And it will be hard to convince them that Marawi is far from many other tourist destinations here. And there are many different picks that they could be made, there are other locations, attractions, sites and destinations which is far from Marawi. Aside of amenities, facilities, infrastructure, lodging needed by the tourist. Safety and security is the major concern of the tourist visiting in a certain destinations. On that any happenings in some places could really affect the tourism economy. Through the article by The Daily Inquirer(2017).
As cited on Ali (2015), the better perception of hotel ambiance and staff courtesy, food and beverage products, staff performance and knowledge, reservation services and financial value is likely develop the customer satisfaction which eventually in turn into a positive behavioural intentions such a revisit intentions or an intentions to recommend it to others.
Tourism Product should be satisfactory to the tourist in order to attract future tourist. In further redo, the domestic tourist is not completely satisfied to visit in some resort destinations, which can be observed that over its attributes such as health services, city transport and shops. And there are some factors found out that can affect to the satisfaction in resort destination, such as purpose of travel, source of payment for travel, choice of accommodation, holiday organization mode and lastly tourists’ spending affected tourist satisfaction. Tourists who were satisfied with destinations’ attributes were willing to enjoy and decided to revisit the destinations (Vetitnev et.al, 2013).
Resort amenity is one of the products that could be offer to the tourist and vacationers. Amenities often define a resort (Mill, 2001; Schwanke, 1997). When making a vacation decision, tourism experts will cite resort offerings and amenities as one of the key deciding factors when tourist makes a decision (Brey, 2010). Amenities are any extra product or service found and which can be felt by the visitor in the hotel and resort (Vallen & Vallen, 2005). The one that offers a range of amenities and recreation facilities to emphasize a leisure experience and to go beyond the expectations of the tourist is a certain resorts. It works as a primary provider of the guests’ experience. Resorts amenities is one of the basis of choosing some resorts other tourist are not attracted to some resorts because it lacked of amenities. (Wisnom, 2013).
Other factors that could bring higher impact on social and environmental aspect that would affect the satisfaction of a tourist returning and the linkages between tourism and other industries are to decreased water clarity and to decreased perceptions to tourist safety which is commonly big problem of a tourism industry today (Jarvis et.al 2016).
Quality and feature of the tourism product which the tourist is being attracted. Quality issues have never been alien to tourism. In fact, quality tourism has become one of the future global tourism policy issues in the light of the rapid growth of the tourism industry. in order to enhance customer satisfaction, tourism companies have to establish effective relationships with their stakeholders, and especially with their suppliers, defined as those companies operating within the external environment that are responsible for the provision of other components of the total tourism product. However, it’s Mihail Aurel ?î?u et al. / Procedia – Social and Behavioral Sciences 221 ( 2016 ) 294 – 301 301 hardly possible for any tourism company to achieve this goal due to the existence of the tourism quality control gap. The tourism quality control gap relates to the discrepancy between the need for quality control at every stage of the total tourism product delivery and the feasibility of the individual tourism company of exerting actual control over this process. Quality of products and services that the tourism industry offered could get the attention of the future tourist. It is not about the quantity of the product it is always the quality and the satisfactory factor that the product could give (?î?ua et.al, 2016).Furthermore (Seyidov and Adomaitien?, 2016), conclude that the analysis of social, cultural, personal and psychological factors is influencing the decision making of local Azerbaijani tourists to travel on a various types of tourism destinations with different attributes like attractions, available amenities, accessibility, image, price and human resources is done. Destination amenities, tourism infrastructure, environmental features, human resources and price are the most important aspect for local tourists in choosing tourism destination. Also in the other studies, destination loyalty is construct by influencing the intentions of a tourist to revisit, word of mouth promotion, and recommending to others that results to tourist perception, destination image and tourist satisfaction which is directly influence to a loyalty of a destination (Rajesh,2013).
The words of mouth, destination awareness, motivation are factors that would likely make some interest that a tourist visits the place. (Isa et.al 2014)
Foster et.al (2012) Climate change could be a major implications and the changing of environmental conditions will alter the attractiveness of holiday destinations. Specifically on the countries with economies dependent on tourism and with the tourism industries relying on liable natural resources are likely to be particularly at risk.
On the other hand, some islands are recognized as vulnerable to natural hazards, come from substantial risk for their tourism industry. The following key vulnerabilities are social, economic, political, and environmental dimensions. Apparently, the most critical vulnerability driver is the lack of private sector investment in disaster risk reduction. This can be associated with deficient planning process, on-going demand for coastal products, lack of political will, and poor environmental conditions. Nevertheless many barriers, some businesses and organizations engage proactively in addressing disaster risk (Mahon et.al, 2014).
Accessibility in a destinations is really important in some studies it could really get the attention of the tourist to visit, Lack of public transportation are major issues in many tourist destinations. Tourist mobility brings impacts to the tourism economy (Hannam, Butler, & Paris, 2014). In other hand it was shown that tourism mobility is related to accidents, traffic jams, and air pollution and has a negative impact upon local residents (Levine, Kim, & Nitz, 1995; Dickinson & Robbins, 2008; Sakolnakorn & Naipinit, 2011). The expansion of international tourism and it continuous development had bring a large impact on transportation geography (Rodrigue, 2013). While the other destination faces many problems, such as lack of public transportation (Economic Intelligence Center, 2014). Good public transportation is very important factor because of poor public transportation and traffic jams, which are obstacles to both local residents and tourists who visit in some destination (Kantawateera et al., 2014). On that it was being found out that transportation is really important because it plays as a backbone in a destinations or tourism attraction it becomes as a support of activities to the tourist (Komain Kantawateera et al.,2015).
The attractiveness and uniqueness in a destination is really important to attain more tourist to visit the place. It may depends on this these factors for instance: destination policy, traditions, economy, social life, environment and culture (Tisdell & Roy, 1998; Voase 2002), also those factors connected to tourists themselves, like socio- demographical characteristics and motivation (Goodall & Ashworth, 1998; Beerli & Martin, 2003). Travel motivation is an essential part in tourism development (Wahab 1975). Several theories have been applied to study tourists ? motivation and travel behavior (Maslow 1943; Iso-Ahola 1982; Plog 1972), but the most often used theory in tourist motivation studies is push and pull theory (Dann 1977; Yuan & McDonald 1990; Fodness 1994). In some cases other vacationers are pulled by external forces such as interest in a destination’s characteristics and quality (Uysal ; Jurowski, 1994). It is really important that the tourism product should have a unique appearance to be attracted to the tourist ( HYPERLINK ;http://cartogis.ugent.be/mobileghent/users/kati-nilbe; h Nilbe, 2013).
In able to be successful tourist destinations it is really important to know those factors and assets to be considered. Which are the most important aspect of a tourist destination are environment, architecture, cleanliness, proper drainages, beauty, and a unique appearance are all components of the environment of a place. It must be different from other and it should have its own strength and uniqueness. Every place has the potential to succeed, it is merely a matter of finding the glow and ignite it to build success. It really depends on how to overcome and generate a matter of strategies, formulate steps and moves to be able to get the produce a fruit of success (Shered ; Hudson, 2015).
Tourism plays an important role in our economy and could really bring a big impact to boom and bring opportunities that could help the industry. From being tagged as “Murder City,” Davao City became “one of the most livable cities in the Asia” (both sobriquets were bestowed by the defunct Asiaweek magazine). Indeed, Davao City has gone a long, long way. Today the city is one of the country’s top tourist destinations. And it becomes the most visited destinations. Most recent visitors who come, describe Davao as a land of exotic beauty and rich in culture. Davao City has blessed in natural resources and scenic spots. It is also known for the home of the Durian Dome and Phil. Eagle. “It is a city by appearance, but a home by heart.” That is how a columnist describes Davao. Other tourist who visited Davao describe “Davao is probably the least exposed of the country’s urban areas, and the most appealing,” contends by a Filipino-American who visited the city together with his family. And now Davao tourism is growing (Tacio, 2015).
In a certain destination security is really needed. The security personnel should be trained and able to help the needs of the vacationer in a certain destinations. Safety and security the most important thing that the tourism sector should think. So that the tourist well fell comfort and safe during their stay. Some resorts do not have security guards while others need to beef up their security personnel. In the resorts in Negros Oriental have faced some threats and other concern regarding the safety and the security of the guest. Security in a destination could highly affect the tourism in a certain destinations ( HYPERLINK "https://www.philstar.com/authors/1432257/judy-flores-partlow" h Partlow, 2016).
Quality and standard of a product in a tourism industry, should be satisfying to the tourist it should exceed to their expectations. In some studies, resort service quality, location quality and environmental practices on the loyalty of guests. Guest loyalty is affected by the quality of products and services including location of resorts, as well as their environmental practices. Quality is really important factor that could bring the tourism product to the highest level of satisfaction to the vacationer (Iranmanesh et.al, 2015).
Maintenance and cleanliness is one and the most important aspect that should be maintain in every tourist attraction. It is the most important topic to be discuss and make a curtained action in order to recover before it will totally decline. Like the study in the most prestige destinations in the Philippines- the Boracay Island. The destinations is in danger of turning into an environmental disaster due to the spotty enforcement of sanitation and wastewater rules – a problem further compounded by the island’s incomplete sewerage and drainage system. Sanitations must be observe in every destination because it could really affect the total tourism economy to decline (Atty. Dulay, 2015).
In other cases, beach resorts provides business, leisure and recreation to the quest. Customer happiness or pleasure that they feel from the services of the tourism product and customer loyalty can contribute to financial performance of an industry (Gruca & Rego, 2005). The satisfied customer and loyal guest can contribute to the increased in market share of tourist arrivals and it was found out that high importance to quest to achieve service quality: being hospitable, accessibility, availability of personnel and affordability of the products and services that could be offer to the tourist (Enriquez & Caballero, 2014).
In some studies time budgets, preferences or destination knowledge, and destination features related to attractions characteristics or accessibility level are the factors related to aspect of a tourist. On the other hand there have few review in the natural laboratory in Azores Island of San Miguel that researchers found out that the important share of tourists identifies adventure, leisure and touch with nature (Frias et.al 2015).
Doosti et.al (2016) suggested that word of mouth has a important influence on attitude towards the city and overall city image were it could be significant determinants of visit intentions of the tourist.
.Furthermore Virkar et.al (2018) will stated that the availability and quality of transport at the destination has effect on tourist experience and overall satisfaction. Additionally on their systematic review it can be analyze through accessibility, service quality, perceived value, and destination image as dimensions of the transport system influencing the tourist.
Customer fulfilment plays an important role in a tourism sector, it could be the basis of the tourist when choosing the product. Customer satisfaction is an important aspect to build a strong relationship with the clients. Studying satisfaction would serve as a basis and guidelines of information on how improvements on certain areas of the business may be addressed accordingly. In the study of Barlan (2013), it was found out that thoughtfulness and politeness of the staff meets customer’s satisfaction. Customer satisfaction is what the tourist felt and satisfied from the product they purchased (Ylagan & Laguador, 2014).
Furthermore, Rashid (2013) convey that when the emotions are grouped into optimistic and unenthusiastic emotions, which eventually influence their future intentions and the emotional outcome subsequently consume the products and services is influential for producing memorable visit experience which eventually leads to a various future behaviours that may effect to a tourist intention to visit.
Other factors that the tourism industry should focus to the traffic jam which can caused delayed to those tourist who visit the place. If we have the greatest things in tourism, what is the top solution to traffic problem. Traffic could have an result to the tourism sector which can cause the tourist fell exhausted. Traffic in destination should boast the probable actions because it really affects the tourism sector and other tourism associated businesses (Facety, 2018).
Additionally, the tourists will fairly behave while choosing the activities in line of their inner motives, and also positive word of mouth will be highly satisfied to the tourist that can be a effect to their intention to visit (Prebensen, 2018).
Moreover, theory plan behavior could be also consider as a predicting the behavior of a traveler intention in choosing a specific destination (Yuzhanin and Fisher, 2016).
This study anchored and generated by the principles / studies of push and pull factors are revolving around to an individual which would reflect in both travel decision and behavior. Initially, understanding the behavior of tourists, background, travel motivation to all ‘leisure involves a temporary escape of some kind’ which is very important (Leiper 1984: 249). It was being said that push and pull motivates the studies of tourist behavior, and also to discovered and understand a wide variety of needs and wants that can motivate and influence tourist behavior (Mohammad, A .J & Mohammad, A.H 2010).
Apparently, push factor for traveller is a desire to transcend the feeling of isolation to obtained everyday lives, where it is simply wishes “to get away from it all” on vacation (Dann,1977). Guha (2009) pull factors is a destination setting that attract a certain traveler to visit. Additionally it generates the knowledge about a goal attributes the tourists holds an experience (Gnoth, 1997). The most common way of deciphering tourist motivation is a push and pull factor(Turismo en Teoría, 2014).This factors actuate potential tourists to pursue tourism experience of a specific kind. And it is a conception of unique in natural landscapes, specific activities, or events at a destination (Popp, 2013).
The conceptual framework of the study is shown in Figure 1. The dependent variable is the resort which composed of cultural experience, adventure, leisure, social contact, relaxation, amenities and facilities. The independent variable is the factors that influence tourist intention which composed of attraction, travel satisfaction, recommendation, revisit intention and motivation to travel.
001871345-149225Factors that influence
Motivation to travel
Factors that influence
Motivation to travel
1842770384175Profile of Respondents
Profile of Respondents
Figure 1. The Conceptual Framework Showing the Variable of the Study
Significance of the Study
The results or the findings of the study provides the useful and valuable information to beneficiaries on the following context.
Department of Tourism. The result of the study will provide the data and information and it will help them to determine what factors that influence tourist intention to visit in one destination, thus they can make some strategies and other options that can help the tourism related business establishment to be a guided.
Managers/Operator. The result of this study will identified the strongest and the weakest factors that influenced tourist intention to visit beach resorts in Davao City. This gives them an opportunity to formulate a certain actions to correct and managed the issue and on how they could implement strategies to make the tourist being attract to visit.
Tourism and Hospitality Professionals. Data and Information from this study will be used as their bases on how they would handle and how they could correct, managed and handle those factors that influence tourist to visit in a certain destinations.
Tourism Student. Findings from this study will widen the knowledge of the tourism students and at the same time it could increase the level of awareness on how important the positive impact or perception to the interest of the tourist to visit a certain destination. It could help them to understand in advance its importance in the practice for their chosen profession.
Future Researchers. The data and information from this study can be used as a baseline data, the bases and guide for future students and research.
Definition of Terms
Tourism- It is the staying in and traveling to destinations unusual to a person for atleast 24 hours but not more than a year and the purposed is usually for pleasure. In the study tourism is what is being offered and felt by the customer.
Factors- It is the one that actively contribute to the production of a result. In the study it is the affection or what attract to them to consume or visit a destination.
Influence- It catches the intention, to affect the choice of someone, In the study it is what appeal to them or what brings to them to try and visit a destinations.
Beach- It is a shore of a body of water covered by sand, gravel. It is the place where you can enjoy relaxing and escaping from the reality.
Resort- a place where people go for rest. Tourist might go for relaxation
Accessibility- refers to the design of products, devices, services, or environment for people who experience disability.
Amenities- any feature that provides comfort, convenience or pleasure. Is what being offered to the guest in order to fulfill their satisfaction and go beyond on it.
Facilities- something that permits the easier performance of an action, to serve a specific affording a convenience or services.
Presented in this chapter are the discussions on the research design, the procedure in conducting and identifying the respondents, the instrument used and the statistical tools employed.
The researchers made use of quantitative research using descriptive method. In this view, the descriptive method was appropriate research design that was employed by the researchers in the study for the research work try to know the factors that influenced tourist intention to visit beach resorts in Davao City.
The respondents of this study were three hundred fifty (350) randomly selected tourist / costumer in different beach resorts in Davao City. The researchers used purposive sampling method for conducting a survey to which the tourist in a selected beach resort can only have the survey questionnaires to answer and be the official respondents.
The researcher used the likert type scale as the instrument on there self constructed questionnaire. It was design to draw out information concerning the factors that influence tourist intention to visit beach resorts in Davao City. This was constructed by the researchers based on the several references and related literature.
The questionnaire consisted of 25 items
Before the administration of the said instrument it was being presented to the group experts for the validation of its items and the comments, suggestion of expert were properly taken and corresponding rating. The validators thoroughly scrutinized each item of the questionnaire before they gave they approval and rating for said instrument to be used as a tool in gathering data from selected respondents.
The panel of the validators where the following
Likert scale type was being used by the researcher in the interpretation of the responses as shown on the following scales.
5 strongly agree -this means that it is the most common factor that influence tourist to visit
4agree -this means that it is the common factor that could influence tourist to visit
3 moderate -this means that it is not really a factor that influence tourist intention to visit
2dis-agree -this means that it is not the factors that influence tourist intention to visit
1 strongly dis-agree -this means that unfortunately it is not a factor that influence tourist intention to visit
Data Gathering Procedure
The researcher observe the following in the gathering of the data.
1.) Seeking permission to conduct the study. The researcher create letter asking permission to the respondents to conduct a survey.
2.) Administration and retrieval of the questionnaire. Upon the approval of the request the researcher personally administered the survey questionnaire to the selected respondent. The researcher retrieved the administered questionnaire after the participant answer it.
3.) Collation and Tabulation of data. The data were tabulated and tallied and was then submitted to the statistician for statistical analysis.
Statistical Treatment of the Data
The data gathered were tallied, analyzed and interpreted using the appropriate statistical treatment as follows. Appropriate statistical tools were used to test the hypothesis and to answer the questions raised earlier.
Mean. This was used to determined the factors that influence tourist intention to visit beach resorts in Davao City.
T-test. This used in determining the differences in factors that influence tourist to visit beach resort in Davao City when analyzed by gender.
Analysis of Variance (ANOVA). This is used in determining the differences in the factors that influence tourist to visit beach resorts in Davao City when analyzed by age.
ANALYSIS AND INTERPRETATION OF THE DATA
Presented in this chapter are the analysis and interpretation of the data. Discussion of the topics are arrange according to the following subheadings. Characteristics of 350 respondents included in the survey, Level of the factors that influence tourist to visit beach resort in Davao City, Significant difference factors when analyze according to the profile of the respondents.
Characteristics of the Respondents
In Table 1 presented the characteristics of respondents with the total frequency of 350, which is equivalent to 100 percent. In terms of sex the highest frequency is female with frequency of 191 which is equivalent to 54.6 percent they had a largest number that cooperate during the survey, while the frequency of a male has a 159 which is equivalent to 45.4 percent. In terms of age the highest frequency is from the bracket of 21-25 years old with the average of 132 which is equivalent to 37.7 percent the second largest number came from the bracket of 15-20 years old with the number of 114 which has the frequency 32.6 percent, followed by the bracket of 26-30 years old with the participant of 63 which is equivalent to 18.0 percent and lastly, the bracket of 31 and above that has frequency of 41 which is equivalent to 11.7 percent.
Characteristics of 350 respondents included in the survey
Profile Variables Group Frequency Percent
Sex Male 159 45.4
Female 191 54.6
Age 15-20 114 32.6
21-25 132 37.7
26-30 63 18.0
31 above 41 11.7
Factors that influence tourist to visit beach resorts in Davao City
Presented in the table 2 is the factors that influence tourist to visit beach resorts in Davao City in terms of attraction, travel satisfaction, recommendation, revisit intention, and motivation to travel with an overall mean score of 4.10 with the standard deviation of 0.581. This means that the factors that influence tourist to visit beach resorts in Davao City.
In terms of revisit intention which has the highest mean of 4.31 with a standard deviation of 0.526. Second is the Motivation to travel with the mean of 4.25 with a standard deviation 0.526, then followed by recommendation which has a mean of 4.00 a standard deviation of 0.638, precede by travel satisfaction that has mean 3.99 with the standard deviation of 0.629 and finally a attraction has lowest number of mean 3.96 and a standard deviation of 0.691.
In a particular attraction/destination the attractiveness and the uniqueness is really important to attain more tourist to visit the place, and should have a unusual appearance to attract the tourist (Nilbe, 2013). The most important aspect in a certain destination are environment, architecture, cleanliness, proper drainage’s, beauty, and accessibility (Shered & Hudson, 2015). Attractions may provide leisure and recreation to the guest also service quality, availability and affordability are the most important aspect that could be offer to the tourist (Enriquez & Caballero, 2014).
Level of the factors that influence tourist to visit beach resorts in Davao City , n=350
Indicators Mean Std. Deviation
Attraction 3.96 0.619
Travel Satisfaction 3.99 0.629
Recommendation 4.00 0.638
Revisit Intention 4.31 0.495
Motivation to Travel 4.25 0.526
Over All 4.10 0.581
SIGNIFICANCE DIFFERENCE BETWEEN THE FACTORS WHEN ANALYZED ACCORDING TO THE PROFILE OF THE RESPONDENTS (GENDER & AGE).
As presented in Table 3, in terms of the profile of the respondent according gender this means that there is no significant difference between male and female respondents. Because the tourist who visit to a certain beach resort did not rely to the number of male and female who is capable to visit the beach resort. Also, in accepting tourist gender is not a basis in beach resort, anyone/everyone could visit beach resort anytime.
As also presented in Table 4, shows that there is no significant difference in the factor that influence tourist to visit to beach resort in Davao City when analyze by age.
This implies that referring to the time, budget, preferences or destination knowledge and destination features may serve as a basis on visiting beach resorts (Frias et.al, 2015). Gender and age are not a factor when accepting a tourist to the certain resorts, its the willingness of the tourist to visit. Also it’s the capability and willingness of a person to visit and discover the destinations.
Independent samples t-test results showing the differences in the factors that influence tourist to visit beach resorts in
Davao City when analyzed by gender.
Group N Mean Std. Deviation t-value p-value
Attraction Male 159 3.98 0.645 0.664 0.507
Female 191 3.94 0.597 Travel Satisfaction Male 159 4.04 0.642 1.316 0.189
Female 191 3.95 0.617 Recommendation Male 159 4.00 0.592 0.058 0.954
Female 191 4.01 0.676 Revisit Intention Male 159 4.32 0.496 0.215 0.830
Female 191 4.31 0.495 Motivation to Travel Male 159 4.25 0.553 0.099 0.921
Female 191 4.25 0.504 *p<0.05
Summary of ANOVA results showing the differences in the
factors that influence tourist to visit beach resorts in
Davao City when analyzed by age.
Sum of Squares df Mean Square F Sig.
Between Groups 0.422 3 0.141 0.701 0.552
Within Groups 69.336 346 0.200 Total 69.758 349 *p<0.05
SUMMARY, CONCLUSION AND RECOMMENDATION
In this chapter the summary, conclusion and recommendation were drawn by the researcher from the results obtained.
Summary of findings
This study was conducted to determined the factors that influence tourist intention to visit beach resort in Davao City.
The findings of the study are summarized as follows:
The factors that influence tourist to visit beach resorts in Davao City in terms of revisit intention (4.31) was considered by the respondents as the highest factor that influence tourist to visit beach resorts in Davao City, which was followed by motivation to travel (4.25), recommendation (4.00), travel satisfaction (3.99), and attraction (3.96) as a lowest factor that influence tourist to visit beach resorts in Davao City.
There is no significant difference between the factors when analyze according to the profile of the respondents in terms of age and gender. For the female 191 (54.6%), which considered as the greater amount of respondents compared to male 159 (45.4%) , and terms of the age of respondents from 21-25 years old having 132 (37.7%) a greater number of respondents, followed by 15-20 years old that has 114 (32.6%), 26-30 years old with 63 (18.0%) and lastly ranging from 31 years old and above with 41 (11.7%) serve as a lowest number of respondents.
Based on the findings of the study, the following conclusions are drawn:
Revisit intention is the highest factor that influence the tourist to visit beach resorts in Davao City.
There is no significant difference in the factors that influence to visit beach resorts in Davao when analyze by gender and age.
Based on the findings and conclusion the following recommendation are given:
To the Department of Tourism they should coordinate the resorts owner’s and suggest some strategies that could attract possible tourist.
2. Managers/Operator. To the manager and operator they should communicate with the DOT on what to put up and what to do, to have a successful tourism businesses. They should put up facilities and other activities to go beyond guest expectations. They should hired highly trained staff and conduct some research for the good of the business.
3. To the tourism and Hospitality professionals they should conduct the study on how and what attract the possible tourist and what the resorts establishment should have to gain and bear a fruit of success.
4. To the tourism student this result of the study expound their knowledge as a tourism student. As a tourism student they should continuously enrich their knowledge about the industry, factors that influence tourist to visit in a destinations. This may be done through reading books, magazines, newspaper and the most important is through research.
5. To the future researcher’s, they may expound this study using the data and information for their future researcher, and they may conduct the same study but different location, in order to come up with a comparative study on the factors that influence tourist intention to visit beach resorts in Davao City
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