SEGMENTING TOURISTS’ MOTIVATIONAL PATTERNS IN COMING TO FORT SANTIAGO FROM THE LENS OF MEANS-END CHAIN THEORY

Patricia Louise Chu Tan | Kevin Adrian Pulanco | Belinda de Castro, Ph.D |

September 24, 2019
Communication

This study identifies the tourists’ motivational patterns in coming to Fort Santiago at the levels of attribute, consequence and values based on means-end chain (MEC) theory. This quantitative study and data were gathered, using the multi-aspect researcher-made instrument (Cronbach Alpha Test=0.94). Respondents were first made to fill in a robotfoto for purposes of profiling their baseline characteristics. They were later asked to rate the listed indicators, using the 8-point Likert Scale. Using statistical tools such as factor analysis and ANOVA, mean and standard deviation, data were treated in-depth. Factor analysis of the respondents’ travel motivational patterns yielded six significant dimensions, namely: Exploration Reasons, GetAway Reasons, Snowball Reasons, Snapshot Reasons, Cookie-cutter Reasons, and Site Reasons. Results of the study show that seeing Reducto San Francisco Javier, watching a film of Intramuros in the chambers of Baluartillo de San Francisco Javier and seeing the Memorial Cross are some of the features that motivate most of the respondents to Fort Santiago. Further, marketing and product development implications are provided to help attract this emerging market of Fort Santiago.

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