The Factors Influencing Tourist Decision-Making on Choosing a Cultural Destination

Abstract

Purpose of the study: This paper aims to determine the factors influencing tourist behavior, particularly the decision-making on choosing a cultural destination.
 Methodology: This paper utilized the Exploratory factor Analysis research design to investigate indecisive problems to find out how people get along in the setting under question, what meanings they give to their actions, and what issues concern them. For the statistical tools, the study used descriptive statistics, factor analysis, frequency, and percentage. Also, the researchers used questionnaires and randomly gathered data online, which resulted in 581 respondents in Davao Region, Philippines.
 Main findings: Most of the respondents are female; college-level; ages 18 to 25 years old. The study reveals the factors influencing tourist decision-making on choosing a cultural destination Making Quality Value Accommodation and Accessibility the most important factor while security is the least. When analyzed according to profile, the study reveals that there is a significant difference in the factors influencing tourist decision-making on choosing cultural destination when analyzed according to sex, age, educational attainment, and the provinces within Davao Region Philippines.
 Limitations: The study is limited to tourists in Davao Region, Philippines.
 Social Implications: The result of the study indicates the essence of how tourists formulate decisions which is crucial for the making of competitive advantages of the cultural destinations. The study shows considerable results that are helpful for the development of Davao Philippines Cultural Tourism. Future researchers may utilize this study as their reference and pursue similar research. Lastly, this study was able to create a framework for factors influencing tourist decision-making on choosing cultural destinations.
 Originality/Novelty of the study: The result of the study contributes to the new body of knowledge by identifying the factors influencing tourist behavior, particularly the decision-making on choosing a cultural destination.