Allan B. de Guzman, Belinda V. de Castro, Josephine Fatima V. Calanog, Apple Joanne
R. Taguinin, Jay Rhyan S. Afalla, Anna Lorraine R. Aldover & Marie Toni C. Gotangco
Abstract:
This quantitative study aims to identify the travel motivation and the pre- and post-images of 205 Australian tourists of the Philippines as their destination. Data were gathered, using the multi-aspect researcher-made instrument (Cronbach Alpha Test = 0.97). Respondents were first made to fill in a ‘robotfoto’ for purposes of profiling their baseline characteristics. They were later asked to rate the listed indicators, using a 8-point Likert Scale. Using statistical tools such as Pearson’s Correlation Coefficient, Chi-square test of independence, ANOVA, paired t-test, mean and standard deviation, data were treated to an indepth analysis. Factor analysis of the respondents’ travel motivation yielded five significant dimensions, namely: ‘Globetrotter Tourist’, ‘Gee Tourist’, ‘Gild Tourist’, ‘Go Tourist’ and ‘Geo-gala Tourist’. On the whole, ‘Humdinger Image’, ‘Hangdog Image’, ‘Hypsi-flown Image’, ‘Handy Image’, ‘Hospice Image’, ‘Hazard Image’, ‘Hand and Glove Image’, ‘Have Image’, ‘Hodge-Podge Image’, ‘High-life Image’, and ‘Hyaloid Image’ categorise the pre- and post-images of Australian tourists. Results indicate that length of stay and accommodation influence respondents’ travel motivation. Interestingly, only ‘Hazard Image’ was found to have no significant relationship with travel motivation. In promoting the
Philippines as a tourist destination, this study could be an important variable for tourism market segmentation.
Keywords: Australian tourists, travel motivation, pre- and post-images, Philippines