International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 3
Available Online: 30 June 2022
Gayeta, Macario G.*
Philippine Christian University, Center of International Education, Philippines (firstname.lastname@example.org)
Ylagan, Alex D.
Lyceum of the Philippines University – Batangas, Philippines (email@example.com)
Cultural heritage tourism is regarded as sustainable in the Philippines; it is especially promising in the CALABARZON Region, as UNESCO demonstrates that cultural heritage has been a part of the legacy of the past focusing on natural and cultural heritage tourism for future generations. This study aimed to propose a basis for a development plan for cultural heritage tourists in the CALABARZON Region. This study also determined to investigate tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists. A quantitative method and descriptive research design were used with adopted survey questionnaires in different high-impact studies distributed to 296 local and foreign tourists who visited 35 cultural heritage sites. Furthermore, the Statistical test used for the study was based on Shapiro Wilk Test, Kruskal Wallis Test, Mann Whitney U-Test to test the significant differences, while Spearman Rho for the test of a relationship. This study concluded that the majority of respondents are male, age bracket of 25 to 40 years old, single, well-educated domestic tourists, and a travel partner with family who used social media platforms for destination tourists. The findings show that cultural heritage tourists have an unsupported non-significant difference in perceived value in terms of attitudes, pro-tourism, and physical appearance in cultural heritage sites, whereas indicators of behavioral intention show a significant positive relationship. Despite the dissatisfaction, the results show that this study makes an important contribution by reviewing existing literature and examining overall satisfaction, perceived value, and behavioral intentions to revisit cultural heritage tourists. This study had a positive impact on the economy of regional tourist destinations and made more tourism development possible.
Keywords: tourist satisfaction, perceived value, revisit intention, cultural heritage site, CALABARZON, Philippines
Cite this article:
Gayeta, M. G., & Ylagan, A. D. (2022). Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists: Basis for development plan. International Journal of Research Studies in Management, 10(3), 31-44. https://doi.org/10.5861/ijrsm.2022.33