To look behind, around, ahead and within:  Understanding motivation of repeat local visitors in a year- round thematic festival in the Philippines

Allan  B. De Guzman,; Belinda  V. De Castro,

To look behind, around, ahead and within: Understanding motivation of repeat local visitors in a year- round thematic festival in the Philippines

Belinda V. De Castro | Allan B. De Guzman

Discipline: tourism, transport and travel

Abstract:

This study examines how repeat visitation as tourism-enhancement strategy operates in a year-round thematic festival in the Philippines. With the participation of 442 repeat local visitors recruited from a 2- week survey, three factor dimensions were identified from the 29 statements labeled in the order of decreasing explained variance were identified. Interestingly, Factor 1, which regarded local tourists’ motive as looking behind and around, is composed of eighteen variables rooted on their curiosity, excitement and inner desire to experience, enjoy and deepen their understanding of the local culture and its people. Factor 2 (F2), which reflects looking ahead motives, includes seven variables driven by the tourists’ longing to get away with their usual ordinary and stressful daily activities even for awhile. Finally, factor 3 (F3) which indicates looking within motives, consist of three variables enables the tourist to see the festival as a rich opportunity to maximize and enjoy the company of their family. Summarily, implications of the study to festival loyalty are also discussed.

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