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HomeLPU - Laguna Journal of International Tourism and Hospitality Managementvol. 4 no. 2 (2019)

The Impact and Motivations of Tourists in Visiting a Cultural Site in Sagada

Jeanne R. Agnes | Ma. Ruzena R. Gamueda



The purpose of this study is to present and recognize the motivations and impacts of tourists' perception in visiting Sagada as a cultural site. The push and pull theory and the political, economic, social, technological, environmental, and legal analysis (PESTEL) were used in the theoretical framework to identify what motivate tourists and their perceived impact when visiting a certain place. A quantitative method was used in this study and a questionnaire survey was distributed among 134 respondents to collect data. This study also supports the argument that cultural tourism represents the correlation between motivations and impact of tourists when visiting Sagada as a cultural site. From the results of this study, tourists who are motivated by push factors consists of adventure, escape from everyday life, and prestige while pull factors include accessibility, attractions, culture and history, and infrastructure. It was also discovered that among the four major impacts, economic impact ranks first that affects tourists. On the other hand, tourists have a great impact to the economy because they contribute to the locals in terms of employment possibilities that also lead to income opportunities. The study points out and explains the motivational factors that influence tourists and their perceived impact to the tourism industry.