HomeAsian Journal of Tourism and Hospitality Researchvol. 6 no. 1 and 2 (2012)

Segmenting tourists’ motivation and satisfaction on Zoobic Safari Adventure

Belinda V. De Castro | Katrina Bianca Emata | Ma. Lourdes Gatchalian | Noemi Pontepero | Althea Rustia



This study aims to identify first time and repeat visitors’ motivation and satisfaction in visiting Zoobic Safari adventure. A total of 586 respondents who visited the safari took part in this investigation. A three-part researcherdeveloped questionnaire was given to the respondents to gather the necessary data needed for this study. Data were analyzed in-depth using the Statistical Package for the Social Sciences (SPSS version 12) adopting the following treatments; independent samples t-test, Pearson Correlation Coefficient and Chi- square test of independence, Mean and Standard Deviation. Interestingly, knowledge novelty or seeking new knowledge or experience serves as the primary motivating factor of tourists in visiting the said destination. Results revealed that monthly income and repeat visitation have significant difference with motivation factors. Notably, factors which include knowledge, relaxation and entertainment were found to have an impact on tourists’ first and repeat visits. Results indicate that motivation and satisfaction of the travelers to revisit Zoobic Safari depends on the service quality and travel determinants.