Analysis of nature-Based Tourism destinations in Pantabangan, Nueva Ecija : Travel Motivations among young adults in Central Luzon State University
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Date
2023
Authors
Alysa Ashley M. Abucejo
Jumhar O. Calano
Leonard T. Legaspi
Ma. Erika M. Rodrigo
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Abstract
Youth tourism is believed to be lucrative, strong and increasingly important segment to tourism industry throughout the globe. Industry experts also believe that youth tourism provides an important basis for the travel decisions of future generations. Among the different segments of tourist population, the youth population of the Philippines is a good target market. There are more than 20 million Filipino young adults included in this market.
Studying tourist motivation has always been an important factor for tourism management. The ways of expressing and the changes that develop in time in tourist motivations directly influence tourism demand and supply. This study is designed by using several known motivational dimensions based on the recent study of Franco (2012). The research is aimed at determining the young adults' travel motivations towards nature-based tourism destinations in Pantabangan, Nueva Ecija and to create a marketing plan based on the result. A total of 341 students studying in Central Luzon State University under the Department of Hospitality and Tourism Management was chosen as respondents, obtained through convenience sampling. For the analysis of data, mean and standard deviation, percentage distribution and frequency distribution were performed. The respondents were asked about their socio-demographic profile and their perception towards different motivational dimensions. the results show that there are six motivational dimensions among young adults, including "Self-development", Interpersonal relationship and Egodefensive function", Building personal relationship", "Escape", Nature appreciation", and "Reward". In addition, the age of the respondents is approximately 20 years old who prefer to travel with friends, 32.84% of the population have visited 1 to 3 times and 41.94% have an expenditure up to 5000 pesos whenever they visit destinations. the present investigation will serve so that public institutions and private companies can improve the tourist offer, benefit the destination and develop a more efficient marketing plan.