HomeAsian Journal of Tourism and Hospitality Researchvol. 8 and 9 no. 1 (2015)

Filipino college students’ travel behavior, motivation and conception of destination during school breaks

April Mae P. Asidao | Allan B. De Guzman | Belinda V. De Castro | Christabelle M. Empestan | Charmagne G. Padilla | Chloederica O. | Ariejane V. Tolentino



Focus of this study is on the travel motivations, behavior, and conceptions of destinations of Filipino students during their three major breaks during the academic year, namely : the Christmas, summer, and semester break. A total of 766 freshmen and senior students were recruited purposively from a comprehensive university in the Philippines. Data gathered were treated indepth, using percentage, mean, standard deviation, Chi-square test of Independence, Pearson’s Correlation coefficient and factor analysis. Results of the analysis yielded six interesting dimensions, namely: aesthetic pursuit, trivial pursuit, networking and affiliation, self-exploration, academic escapism and catharsis, and health indulgence. This study also places Filipino college students in the continuum of psychographic behavior to determine what type of behavior is elicited by the majority of the respondents. Interestingly, results show that majority of Filipino college students are allocentric types. Finally, destination concepts which were determined through the use of doodling and the interpretation of metaphorical images (phenomenological reduction) yielded a total of eight categorical aspects (height, hit, hype, hot, freight, fright, frazzle, fetid) depicting the attributes of an ideal and unattractive destination for Filipino college students.