Destination attributes and marketing strategies as determinants of tourist behavioral intentions on agritourism sites in CALABARZON

Abstract

The study analyzed the destination attributes and marketing strategies as determinants of tourist behavioral intentions on agritourism sites in CALABARZON. Specifically, it determined the respondents' profile in terms of sex, age, employment status and civil status; assessed the destination attributes in terms of destination characteristics, services and facilities, staff members, and price level; the marketing strategies used by agritourism sites in terms of product, place, price and promotion. It also determined the behavioral intentions of tourists in terms of social media, subjective norm, travel intention and willingness to support a destination; tested the significant relationship of the variables' destination attributes, marketing strategies and tourist behavioral intention. The study utilized quantitative, descriptive-correlational research design, and 383 tourists of the DOT accredited agritourism sites served as respondents. The study revealed majority of the respondents were male, ages 26 and above, employed, and single. The destination attributes of the agritourism sites were assessed as very good. The marketing strategies used by the agritourism sites were observed.Moreover, the respondents agreed on the behavioral intentions. Furthermore, there was a significant relationship among destination attributes, marketing strategies and tourist behavioral intention. Based from the findings of this study, a framework was crafted for the agritourism sites in CALABARZON.