HomeTin-awvol. 2 no. 1 (2018)

A Structural Model of Millennial Tourism Behavior towards Tourism in Davao Region

Hazel Princess M. Rebollo



The study was conducted to explore the best fit model of millennial tourist behavior towards tourism in Davao Region. The quantitative study used the descriptive-correlation method. It also utilized structural equation modeling to test the casual relationships between variables. A total of 553 millennial tourists were the respondents who answered the research instrument. Descriptive statistics, Pearson r and stepwise regression were used to analyze the data. The results revealed that the level of millennial tourist intention was moderately likely while the level of millennial tourist attitude towards tourism was moderately high. Tourism motivation, influence of social media and tourist behavior were moderately manifested. In addition, tourist behavior was significantly correlated with tourist visit intention, tourist attitude, tourist motivation, and social media. Tourist visit intention and tourist attitude were the best predictors of tourist behavior while tourist motivation and social media were the least predictors. Furthermore, the goodness of fit measures passed all the criteria. This means that the model can be applied for the enhancement of tourism destination competitiveness.