Motivational Factors in Selecting Tourist Destinations in Laguna

Many individuals were denied of their specific needs, wants, and preferences to travel. This research paper intended to analyze the motivational factors in selecting tourist destinations in Laguna, in terms of psychographic profile, tourist’s preferences, and demotivators. The descriptive method was used in this research study and the researchers chose to conduct this study through quantitative method using survey questionnaire answered by the respondents that presented through statistics and tables. Results showed that interest, activities, and lifestyle have something to do with the motivation of respondents from CALABARZON. In additions, most of the respondents agreed that destination image, recreational activities, price, and distance, and visiting relatives are factors that affects their tourist preferences when it comes in selecting a destination and considered as important characteristics that makes their vacation better. Moreover, most of the respondents agreed that accessibility, safety, and amenities and facilities serve as demotivators specifically if these are not provided essentially to a particular destination. Furthermore, this paper uncovered that the factors in tourist’s preferences and demotivators have significant relationship, as well as tourist’s preferences and psychographic profile that affects their decision making in selecting tourist destination. The strategic marketing plan was proposed based on the findings.

Keywords: Demotivators, Motivation, Tourist preference