Destination image influencing the travel behavior amidst the COVID-19 pandemic in the case of Batangas province

Abstract

The study's goal is to offer a non-biased thesis about the relationship between the destination's image and the tourist's travel behavior. To help tourists decide whether or not to visit the province's destinations, this information is available. Respondents were asked about their demographic profile of respondents in terms of age, sex, civil status, occupation, highest educational attainment, and psychographic profile prior to taking the survey. Additionally, in light of the COVID-19 epidemic, the study attempts to assessed how visitors' perceptions of their location influence their travel plans. The researcher used a survey questionnaire among 385 tourists. It was found out that Travel behavior of the tourist in terms of Outcome Quality, indicates bringing family or friends in a vacation is pleasurable. Visitors who have visited Batangas Province at least twice in the last year are the subjects of this research. The result showed the Gen Z or age 25 years old below have greater assessment about trust, healthcare system, and crisis management. This study found a strong correlation between a tourist destination's image and its visitors' travel habits. Results show that the image of a location is essential to a visitor's travel behavior. The duty of the destination is to provide the best available services while simultaneously preserving the health and safety of visitors.