Determinants of Tourists Revisit Intention in CALABARZON Region, Philippines

This study determined the tourist revisit intention related to tourists’ travel behavior and destination service quality. The study seeks to answer the following objectives: describe the travel behavior characteristics of the respondents in terms of the number of visits, purpose of visits, length of stay, travel companion, source of information, transportation, type of accommodation and tourism type; assess the destination service quality in terms of communication, responsiveness, and reliability. The study tested if there are any significant differences on the responses of the respondents in terms of service quality when grouped according to travel behavior variables. The study also determined if tourist revisit intention as to transactional value and intention to recommend to others is related to tourists’ travel behavior characteristics and destination service quality. The study used descriptive design utilizing a survey questionnaire for the respondents. The researcher targeted tourists from various DOT accredited tourist destinations throughout the CALABARZON region. The selected tourist destinations were taken from the list of accredited tourist destinations given by the Department of Tourism – CALABARZON Region. The questionnaire was distributed personally to the tourists who have revisted the destinations. The responses in the survey questionnaires particularly the travel behavior characteriasitics and the assessment of the destination service quality were scored using frequency and weighted mean. ANOVA was used to test the difference of responses,while regression was used to determine if tourist revisit intention and intention to recommend is related to travel behavior characteristics and destination service quality. The study concludes that the purpose of visit and accessibility are contributors to revisit intention. The researcher recommends a further exploration of the topic to discover other related factors to tourist revisit intention in order for tourism destination to improve the services and facilities which would increase the likelihood of local and foreign tourists to explore the destinations in CALABARZON region.

Keywords – Revisit Intention; Travel Behavior; Destination Service Quality; Tourism