Philippine E-Journals

Destination Attributes and Tourist Behavior Intentions in Oriental Mindoro: Basis for an Action Plan

Sherwin D. Magbuhos | Kristy Aireen G. Reamillo

Discipline: tourism, transport and travel

 

Abstract:

This study examined the relationship between destination attributes and tourist behavior intentions in Oriental Mindoro to provide insights for tourism development and policy formulation. Employing a descriptive-correlational design, the study utilized structured survey questionnaires administered to 384 tourists who had visited the province. It aimed to assess destination attributes in terms of security and safety, maintenance and cleanliness, information and communication, infrastructure, prices, facilities, and attractions, and to evaluate tourist behavior intentions through revisit intention, intention to recommend, willingness to pay more, and loyalty. Results revealed that Oriental Mindoro is a highly attractive destination, particularly among Generation Z tourists—predominantly female, single, and visiting mainly for leisure with family or friends. The province’s appeal lies in its cleanliness, safety, affordability, and warm hospitality, which enhance tourist satisfaction and loyalty. Statistical analyses showed that nearly all destination attributes had a significant impact on tourists’ behavioral intentions, demonstrating strong positive relationships among safety, information and communication, cleanliness, and revisit intentions. The study concluded that positive destination attributes play a critical role in sustaining tourist loyalty and promoting repeat visits. To strengthen the tourism sector, an action plan was proposed focusing on continuous improvement of infrastructure, visitor management, marketing communication, and community participation. These findings provide valuable input for local government units and stakeholders to enhance Oriental Mindoro’s tourism competitiveness and contribute to sustainable economic growth in the region.