International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2024 Volume 12 Issue 14
Available Online: 2 October 2024
Author/s:
Venus, Hazel T.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (hazeltvenus@gmail.com)
Apritado, Jennie Margaret
Lyceum of the Philippines University – Batangas, Philippines (jmapritado@lpubatangas.edu.ph)
Borbon, Noelah Mae
Lyceum of the Philippines University – Batangas, Philippines (nmdborbon@gmail.com)
Abstract:
Tourist destinations continuously vie for tourist market share, thereby exploring ways on how to be competitive and be at par with other top destinations. Similarly, MIMAROPA Region aims to be a destination of choice for local and foreign tourists, but the tourist arrivals show otherwise, despite of having abundant tourism resources. With this, and the fact of having scant literature about this topic in this region, the researcher sought to determine the assessment of tourist on the destination competitiveness in terms of physiography and climate, culture, and history, mix of activities, special events, infrastructure, facilitating resources, spirit of hospitality, safety and security, awareness and image, and cost value. Moreover, the tourist experience in terms of learning, emotional, meaningful, and enjoyment was also determined, as well as the behavioral intention of tourists in this region as to their revisit intention, word of mouth, willingness to pay more, and loyalty. It also aimed to test the significant relationship of the said variables. This study utilized quantitative descriptive design and was voluntarily participated by 385 tourists from different tourist attractions in MIMAROPA. The study found that the region was rated as competitive in all the sub-variables except physiography and climate and spirit of hospitality which was assessed as highly competitive. Tourists gave higher assessment to the enjoyment part of their travel and expressed their strong agreement to positive word of mouth and revisit intention. The study found a significant relationship between destination competitiveness, tourist experience, and behavioral intention. The more competitive the destination is, the better experience that the tourists can get. Meanwhile, tourist experience has a significant and direct relationship with behavioral intention. The better experience the tourist had, the higher possibility that the tourist will revisit, recommend, pay more, and be loyal. Lastly, the study proposed a destination competitiveness framework.
Keywords: behavioral intention, destination competitiveness, MIMAROPA, tourist experience
DOI: https://doi.org/10.5861/ijrsm.2024.1289
Cite this article:
Venus, H. T., Apritado, J. M., & Borbon, N. M. (2024). Analysis of destination competitiveness, tourist experience, and behavioral intention of tourists in MIMAROPA: Basis for destination competitiveness framework. International Journal of Research Studies in Management, 12(14), 1-15. https://doi.org/10.5861/ijrsm.2024.1289
* Corresponding Author