Exploring destination marketing strategies and influencing tourist behavioral intentions in Batangas province

Abstract

The Province of Batangas boasts numerous popular tourist attractions, including historical sites, stunning highlands, beautiful beaches, theme parks, scuba diving areas, majestic mountains, and a renowned volcano.These natural and man-made attractions consistently draw tourists to the area.This study aimed to assess the different tourist attractions in the province in terms of destination marketing, and tourist behavioral intention.Descriptive correlational was utilized with 400 local and foreign tourists who visited the top 10 attractions in the province as participants of the study.A modified questionnaire from various authors was used which underwent validation by the experts and passed reliability testing.The statistical tests utilized were weighted mean, ranking, and Pearson-r product moment correlation.Based on the findings, the tourists agreed on the marketing of the destination in terms of brand marketing strategies, brand position, service quality, and promotional of cultural events.When it comes to the tourist behavioral intention, tourists agree that they are satisfied with their visit, they have the intention to recommend the province to their friends and relatives and they have the intention to revisit the province.