Tourist behavioral intention in visiting attractions in Quezon Province

2021 IJRSM Volume 9 Issue 1
Tourism Educators and Movers of the Philippines Special Issue

Available Online: 20 January 2021


Madridano, Princess Guerlain V.*
Lyceum of the Philippines University – Batangas, Philippines (


This study aimed to assess the tourist behavioral Intention in Visiting attractions in Quezon Province. Specifically, presented the demographic and psychographic profile of the respondents; assessed tourist behavioral intentions; determined the marketing tools used and the characteristics of marketing strategies influenced the tourist behavioral Intentions; tested the significant difference on tourist behavioral intentions and influence of marketing strategies when grouped according to the profile variables; tested the significant relationship of tourist behavioral intentions and influence of marketing strategies; and proposed an action plan for tourism improvement in Quezon Province. The study used a quantitative research methodology using statistical data. The respondents were local and tourist. Adopted questionnaire was utilized and statistical tools were used to interpret the data. The researcher concluded that majority of the respondents are single female coming from the local, aged 18-25 (student or young adult) with Bachelor’s Degree and classified as Mid-centric. They usually travel for leisure and prefer using the Internet when choosing a travel destination. The findings revealed that Word of Mouth (WoM) was highly influential when tourists are making travel decisions. The study recommended that the destination management may improve their official website, promote more about Volunteerism or sustainable tourism. Furthermore, the management must adopt the new normal by establishing practices to enhance safety and precautionary measures to avoid the spread of COVID-19.

Keywords: tourist behavioral intention; attractions in Quezon Province; Philippines



Cite this article:
Madridano, P. G. V. (2021). Tourist behavioral intention in visiting attractions in Quezon Province. International Journal of Research Studies in Management, 9(1), 83-121.

*Corresponding Author