Motivations and Expectations of Selected Young Professional Filipino Travelers: A Phenomenological Study Towards Marketing Strategy for Domestic Leisure Travel

Abstract

This research aimed to comprehensively understand the motivations and expectations of young Filipino professionals regarding domestic leisure travel. The findings provided valuable insights and marketing strategy recommendations for stakeholders in the tourism industry, including policymakers and businesses. These recommendations are designed to promote sustainable growth in the domestic leisure travel sector and enhance the experiences of travelers. Through thematic analysis of interviews with ten participants, the study was able to categorize codes from their narratives under predetermined key push (motivations) and pull factors (expectations). Various subthemes emerged, shedding light on different preferences and behaviors influencing travelers' decisions. These findings enhance the understanding of domestic tourism in the Philippines and inform strategic marketing strategies for stakeholders. Recommendations of the research include authenticity-focused branding, strategic partnerships with local experiences, wellness and mindfulness retreats, and sustainability initiatives.