Frequency of Visit and Factors that Influence Tourists to Visit Nuvali

University of Perpetual Help System LagunaCollege of International Hospitality Management

Sto. Niño, Biñan City, Laguna

Chapter 1

THE PROBLEM AND ITS SETTING

Introduction

The motivations and drives for visiting a specific

destination are very different for every individual and there are

many aspects an individual may weigh before choosing a locale.

However, whether you consciously know it or not, the following

factors likely play a role in your decision. Before you begin

planning your next trip, consider what you want out of the

following: First, The Built Environment: The built environment of

a location is all those things created by humans. This includes

hotels, restaurants, casinos, and shopping areas. For example,

consider Chicago's Magnificent Mile. This location is flocked to

every year by both domestic and international tourists who want

to visit the 13-block stretch filled with retail shops, world-

class restaurants and amazing, luxurious hotels. Do you want an

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environment chock-full of options or are you interested in a

simpler environment? Both certainly have their advantages.

Second, Operating Sectors of the Destination: The operating

sectors are also vital within any destination. The availability

of transportation, a wide variety of accommodations, a multitude

of food services, different attractions, events and

entertainment, and the opportunity for outdoor and adventure

recreation can make a or break a destination for any traveler.

Third, Spirit of Hospitality. For many tourists, there is an

expectation they will be greeted warmly and feel welcomed upon

their arrival and stay at any destination. Many tourists

who visit locations like the Caribbean state that they feel right

at home and that everyone is friendly and kind. Regardless of the

location, it is always a blessing when those whom you come into

contact with are genuine and kind. (Emily Friess, 2013)

Stepped in rich history, NUVALI located in Santa Rosa Laguna

was once a massive sugar plantation in the 1900, this vast Laguna

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land was purchased by Jose Yulo in 1948. Twenty years after, the

Yulos introduced an important plan reallocating the land to

industrial, residential and recreational developments. History

was made when AyalaLand and the Yulo family came together to

transform this 1,860 hectare land in Canlubang & Santa Rosa

Laguna to a wholly sustainable community. (Nuvali, 2010)

Today, guided by a new vision, NUVALI unlocks the potential

for both future and existing communities. Situated in the

burgeoning Southern Luzon corridor, NUVALI’s vast topography is

surrounded by flourishing local communities, shops, schools,

sports centers, parks, and hospitals.

When NUVALI opened in 2009, Paseo De Santa Rosa, its main

competitor, in terms of leisure and entertainment, was already at

the top of its game. But NUVALI was already gaining popularity

because of Solenad and EvoZone Lake. Solenad is host to a lot of

top notch restaurants like Conti’s, Italiani’s, and many more.

It’s also near Lake EvoZone; there you can feed the Koi’s (a kind

of fish) in the lake or just have a relaxing boat ride. Bazaars

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are also a regular thing in Solenad which makes it even more fun,

especially with your friends and family.

Nuvali is now considered as a tourist destination, a leisure park

where tourists usually come to relax and spend time with their

friends and family. This study will attempt to explore and

measure factors influencing tourist to visit Nuvali and

investigate the relationship between factors influencing tourists

to visit Nuvali and frequency of visit to Nuvali. It is for this

reason that the researchers would like to find out the factors

that influence tourists to visit a destination, if there is a

significant difference in the factors that influence the

respondents to visit Nuvali when grouped according to their

profile variable and if there is a significant difference in the

respondent’s frequency of visit to Nuvali when grouped according

to their profile variables? Further, to determine if there is a

significant relationship between the respondent’s frequency of

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visit to Nuvali and the factors that influence them to visit

Nuvali?

Theoretical Framework

”Push” and “pull” factors and their importance in shaping

tourists motivations were emphasized in Crompton’s (1979) study.

Most authors accept this model high-lighted by Crompton. “Push”

factors are intangible factors that push a tourist from home,

while “pull” factors are tangible characteristics pulling

tourists towards the destination, referring to what makes a

destination attractive for potential visitors’ including

historical and cultural resources, beaches, and accommodation.

These factors are relevant in

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current study, as they provide a framework for understanding

tourist influence to visit a place. (Andreu, Bigne, & Cooper,

2010)

Tourist motivational patterns have already established that

travelers are motivated by different factors (Poria,

Reichel&Biran, 2006). Working on the theory of human motivation

and esteem needs, Maslow (1954) stated that all people in society

have a desire for self-respect and self-esteem. Going forward,

Maslow classified these needs into two subsidiary sets. These

are, first, the desire for strength, achievement, adequacy,

mastery, and competence; second, the desire for reputation or

prestige, status, dominance, recognition, attention, importance,

and appreciation. These satisfactions play a very important role

in motivation for tourism participation. Maslow's concept was

echoed in findings reported by Botha, Crompton, and Kim (1999)

when they identified the common factors that influence the

motivational process of the tourists. This research contributes

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to the discourse set forth by Crompton (1979) by examining the

tourist push factors when visiting historical re-enactment sites.

Operational Framework

The model shows the relationship between the perceived

factors that influence the tourists to visit Nuvali and the

frequency of the visit to Nuvali.

In the research, the independent variable is the

respondents’ profile such as age, gender and nationality. The

dependent variable is the frequency of visit and the factors that

influence tourists to visit Nuvali.

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Demographic profileof the respondents in terms of:

Age Gender Nationality



Independent Variable Dependent

Variable

Fig1. Frequency of visit and the factors that influence tourists

to visit Nuvali

Statement of the Problem

8

Factors that

influence tourists

to visit Nuvali

Frequency of visitto Nuvali



This study will attempt to determine frequency of visit and

the factors that influence tourists to visit Nuvali, Sta. Rosa.

Specifically it will seek answers to the following questions:

1. What is the profile of the respondents visiting Nuvali in

terms of:

1.1 Age,

1.2 Gender,

1.3 Nationality?

2. What are the factors that influence tourists to visit

Nuvali?

3. What is the respondent’s frequency of visit to Nuvali?

4. Is there a significant difference in the factors that

influence the respondents to visit Nuvali when grouped

according to their profile variables?

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5. Is there a significant difference in the respondent’s

frequency of visit to Nuvali when grouped according to their

profile variables?

6. Is there a significant relationship between the respondent’s

frequency of visit to Nuvali and the factors that influence

them to visit Nuvali?

Statement of the Hypothesis

The following hypotheses are the tentative answers to the

research problems. The null forms will be subjected to

statistical testing at .05 level of significance through the

corresponding appropriate statistical tests:

HO1: There is no significant difference in the respondents’

frequency of visit to Nuvali when grouped according to their

profile variables.

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HO2: There is no significant difference in the factors that

influence the respondents’ to visit Nuvali when grouped according

to profile variables.

HO3: There is no significant relationship between the

respondents’ frequency of visit and factors that influence

tourists to visit Nuvali.

Assumptions of the Study

Assumptions are basic principles that are accepted on faith

or assumed to be true, without proof or verification

(Polit&Hungler 1999).

The study will revolve around the following assumptions

which are the givens of the problems:

1. Nuvali is an eco-park that has various places for

commercial, residential, educational, food, and shopping

purposes.

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2. There are factors that tourists consider before visiting a

place.

Scope and Delimitation

This research study primarily deals with the factors that

influence tourists to visit Nuvali. Furthermore, this study will

include a total of 100 respondents who visited

Nuvali. This study will be conducted during the school year of

2013 – 2014. This does not include the concerns of the travelers.

Significance of the Study

This research entitled Frequency of Visit and Factors that

Influence Tourists to Visit Nuvali will be beneficial to the

following:

Travelers. This study would help travellers experience certain

activities while they enjoy their visit / vacation in Nuvali.

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Nuvali Administrator. The study hopes to provide feedback from

research findings for them to be able to apply better service and

to provide needs and demands of the travellers and Nuvali will be

promoted by word of mouth.

For the Researchers. This would help the researchers to gain

knowledge or issues that reflect customer retention.

Future Researchers. This research may serve as a guide or a key

for future inquiries of the same subject matter using other

variables.

Definition of Terms

Frequency of visit-in this study refers to the number of times or

period a place is visited. (Zenaida Cruz)

Influencing factors- A determining factor believed by some to

affect individual tendencies and characteristics.

Nuvali- is an Evolving Park specifically located at Ayala

Tagaytay road. Nuvali Santa Rosa is unique from any other parks13



or recreation sites because of its dedication of being a green

community and its vision towards improving the quality of the

lives of the people. (Lovejoy Adrados)

Tourist- defined as a person who travels for pleasure/fun.

Tourism is travelling for purely recreational or leisure purposes

or the provision of services to support this leisure travel.

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the literature and studies both

foreign and local in order to gain better understanding on the

problems involved in the present study. Towards the end of the

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chapter a synthesis of the state of the art and gaps in the

review are presented.

State of the Art

This part of the chapter includes the literature and studies

both foreign and local were critically reviewed and found to be

related to the study. They served as bases for the

conceptualization the study’s research problem, research design

and research methodology. Sources of both foreign and local

studies were books, articles and internet.

Related Literature

Hong Kong residents’ destination choice is highly associated

with trip characteristic in comparison to socio-demographics and

travel motivation factors. Destinations close to Hong Kong can

focus on pack-aging their products with shorter

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trip lengths and making the packages attractive to travel

companions in addition to the travelers. Destinations that are

relatively far away from Hong Kong should focus on packaging

their products to attract the Hong Kong outbound travelers with

longer trip lengths and plan activities that cater to individual

needs. Trip expenditure, length of stay during the trip, size of

the travel party, monthly household income, discovering new

places and/or things, and getting away from daily routine, role,

obligation, stress and troubles have signi cant in uence on Hongfi fl

Kong residents’ destination choice. Hong Kong residents’

destination choice is highly associated with trip characteristic

in comparison to socio-demographics and travel motivation

factors. Destinations close to Hong Kong can focus on pack-aging

their products with shorter trip lengths and making the packages

attractive to travel companions in addition to the travelers.

Destinations that are relatively far away from Hong Kong should

focus on packaging their products to attract the Hong Kong

outbound travelers with longer trip lengths and plan activities

that cater to individual needs. (Basak Denizci et al., 2011)

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The study represents an exploratory attempt to capture the

underlying reasons for tourists’ decisions to visit a

destination. The main objective of this study is to examine the

specific case of a tourism destination, investigating first

whether there are differences between motivations of those who

are from different countries traveling to the destination of

Barbados. Secondly, the study examines whether there are any

differences in the motivations between male and female tourists,

and among tourists of different age groups. Thus, it is a

comparative study of differences in motives between

specific groups. As a result, it attempts to incorporate the

experiential view into a construct such as the image of the

tourism destination. This article seeks to propose an integrated

approach to understand tourist motivations based on origins and

how these contribute to the tourists’ perception of a

destination. (Cristina Jonsson & Dwayne Devonish, 2008)

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Motivation has been widely researched in a variety of fields

(i.e., sociology, psychology, consumer behavior and tourism).

Iso-Ahola (2007) defines motive as 'an internal factor that

arouses and directs human behavior' (p. 40). Motivation

determines not only if consumers will engage in a tourism

activity, but also when, where, and what type of tourism they

will pursue. The individual is motivated by a wide range of

factors to be able to purchase a tourism product which the

individual personality cannot be left out. Differences on account

of sex crop up owing in principle to two distinct factors role

conflict and training differences. The males particularly may

have a dissension between professional/ business and family

positions and roles resulting in conflicts relating to

appropriation of time and energy between the two. In order to

avoid the frictions, in all probability, they may do their best

to keep the two spheres of their lives independent and separate.

Conversely, in case of the female, the norm is rather clear in

many societies and countries as in case of such a conflict, home

and family usually comes first. Nevertheless, the fact is that in

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the modern times, the roles are changing radically and thereby

the differences between the male and the female in training,

motivations, and interests’ perspectives are losing their

sharpness that existed in the past. However,

when the kids and little ones are involved, their needs are

likely to influence the motivations and choices of both the

parents as a whole. Further, age can be another factor that can

be critically instrumental in influencing and motivating the

nature of experiences. For instance, in the early life of the

life cycle i.e., the adolescence or youth stage, the youth

especially, being receptive to new ideas, interested in newer

places, and possibly less prone to humiliation and self-

consciousness in differing social situations, may have a great

endurance for all types of new experiences. (Steve Addai,

November 2012)

Pearce and Lee’s study was based on a two-stage empirical

study conducted in Australia. The whole study consisted of an

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interview with 12 Australian with a snowballing sampling method

and a survey with 1012 western respondents in Australia (57% from

Australia, 22% from United Kingdom, and 21% from other western

countries). Through factor analysis and cluster analysis using

age, domestic travel experience and international travel

experience as cluster variables, 14 motivation factors and two

experience clusters were identified. Furthermore, the authors

conducted the independent t-test to compare the difference of

travel motivation between these two experience groups. The study

results show that although there are four universal motivation

factors (novelty, escape/relaxation, relationship enhancement,

and self-development) that are common to both the experienced and

inexperienced travelers, significant differences exist between

these two experience groups in the way that people in the

experienced group value more on the motivation factors regarding

host-

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site involvement and nature seeking, while the inexperienced

people stress more of other motivation factors such as

stimulation, personal development, self-actualization, security,

romance, and recognition. (Mimi Li, 2007)

Jamrozy and Uysal (2006) study travel motivation variations

among German travelers. They identify eight push factors and 11

pull factors from 30 motivational push items and 53 pull items,

respectively. The push factors are escape, novelty,

family/friends togetherness, sports, adventure and excitement,

familiar environment, luxury/doing nothing and prestige. The pull

factors are active sports environment, unique natural

environment, safety, sunshine, inexpensiveness, cultural

activities, entertainment, sightseeing, local culture, different

culture and cuisines and uniqueness of small

towns/villages/mountains. The study identifies five travel groups

and relates group characteristics to the push and pull factors.

Travelers always have a motivation or more to travel,

whether they travel as in groups or individuals. What motivates

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tourists is different from each tourist to another, due to age,

sex and so on. Because of that, it’s not easy to set all the

motivations in one theory. Tourist motivations became an

important topic and study to research in among authors. Many

authors have different thoughts and different views about it. It

is useful for the developers and planers to conceder what

motivates tourists and their behavior is, to provide them with a

better services and needs. This essay will explain and discus

about some theories that ars mostly popular and used, using a

case study of

“Tourist Motivation and Activities, a Case Study of Nha Trang,

Vietnam, by Phan Thị Kim Liên”. Tourists seem to need something

familiar to them in the destination they visit, something to

remind them of their home. At the same time they look for a

different environment from what they used to live in, especially

if they travel for a short term. This means that tourists are

able to adapt with new environment and willing to do so. At the

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same time they still need something to either remind them ,or

just for the idea of having something they lived with daily, for

example type of food they used to eat in the breakfast. On the

other hand, some authors focused in their writings on the needs,

and what the tourists actually chose a destination for. Some of

them came up with theories, and explained their ideas based on

these theories. Some of these theories became famous, and used by

others after that. (Loodeh, August 2013)

According to Erica Jane (2013), Travel facilitators are the

factors of why someone will think about travelling. The two main

factors are disposable income and leisure time. The more

disposable income and leisure time you have the more you will

want to plan a holiday or a break. This means that Australians

that have these factors will come to New Zealand because it is

close and they can put more money into activities and

accommodation. This affects New Zealand’s tourists demand because

the Australians are one of our biggest markets so if these

factors start to decrease then our arrival numbers go down and we

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won’t get as much money put into our country. Motivator –

Motivators are the factors of what makes someone want to travel

or what motivates them. For example if you are someone that works

full time the factor that

motivates you to go is that you need a relaxing break. Motivators

depend on what sort of person you are and what your needs and

wants are. The Mexican scientist Ramumbo has divided travel

motivators into four categories. Physical motivators, cultural

motivators, interpersonal motivators and status and prestige

motivators. These all relate to our wants and needs of being a

human. For Australians they would want to come over in the winter

to ski or snowboard because they don’t have many places to do

these activities in Australia. They might want explore the wine

industry or try our cultural food. This affects the tourist

demand because we need to advertise what we have that other

countries don’t so people are motivated to come to our country

and spend money. (collier, 2006, pp. 290-291) Resistance factor –

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resistance factors are the factors of why some wouldn’t want to

travel, such as the perceived distance from origin to

destination, the cost of traveling, natural disasters or even the

exchange rate etc.

Travelling is commonly known as an act of escaping from

one’s reality, their daily norms, their usual environment, to a

destination chosen for any of a number of reasons. Although the

question of what motivates tourists to travel is not an easy one

to describe and understand, there are other factors which help

break down the complexity of this question. In order to

understand exactly why tourists feel the need to travel, it is

ideal to understand why it is important for tourist destinations

and companies to know what motivates tourists and to determine

their market respectively, the techniques and theories used to

identify those markets, and ultimately how this shapes the

destination. There are many factors which play the role of the

driving force behind a tourist’s

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motivation to travel. The two main purposes for travelling are

broken down into pleasure and business. The motives behind

travelling for pleasure include recreation, relaxation, new

experiences, cultural interests, and shopping. Some motives

behind travelling for business include meetings and conventions,

consulting and, sales and operations. (Goeldner, & Ritchie, 2012)

According to Maslow’s motivation theory, travelling for

health, for example, to overseas surgery is based on survival-

related needs. Escaping from stressful and consuming work in

order to avoid a breakdown in health can also be seen as

fulfilling needs at a basic physiological level. Fear of flying

is related to safety level and, in the worst case, can cancel all

travelling. Cruises and package holidays, again, are good

examples of fulfilling social needs. Arriving at a destination

with the same flight automatically creates a feeling of belonging

and being a part of the group with other passengers. These types

of holidays are excellent opportunities for making new friends or

even finding romance. Visiting destinations which are appreciated

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in the tourist’s peer or subgroup may boost the tourist’s self-

esteem. Educational and cultural trips on which tourist can

challenge oneself, compete and achieve provide possibilities for

self-actualization. (Holloway 2004, 120.) Furthermore, Maslow

(1970) presents two other sets of human needs which are not

included in the hierarchical model: the aesthetics needs and the

need to know and understand. From a tourism point of view these

two are significant – people traveling order to learn something

new and to see beautiful objects. (Hsu & Huang 2008,16).

As cited by Shu-Ping Chen (2009), Moutinho, in his research

on pleasure travel, found that friends or relatives impact

behavior throughout the recreation experience. Friends or

relatives provide information to share their particular

experiences with decision-makers. In reality, when asked what

sources provide travel-related information, friends or relatives

are considered as the most credible sources. Those persons or

groups that are influential in visitors’ attitudes, choices and

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beliefs are reference groups. Reference groups are: family,

peers, work colleagues, friends, religious and ethnic groups,

formal social and leisure groups, trade unions, neighbour,

teachers, and sports and entertainment figures (Childers and Rao,

2002; Khan and Khan, 2005). Reference groups are defined as

“social groups that are important to a consumer and against which

he/she compares him/herself (Escalas&Bettman, 2003, p. 341).” For

instance, people may choose destinations due to friends or

relatives’ previous experiences because they would rather follow

the suggestions and opinions of others than make wrong decisions.

Ajzen and Driver (2000) found that peer groups impact travelers

through social interaction, directly becoming the primary and

secondary sources of information. This may apply to the tourism

industry where a visitor’s peers had experiences at a given

destination. Mieczkowski (1990) states “tourists establish their

images of destination on the basis of less biased sources like

opinions of friends and relatives who visited these destinations”

(p.180). Thus, reference groups have visited a destination; they

may provide prior experience to tourists through word-of-mouth.

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An explanatory approach to the study of the value of

nationality in regard to tourist behaviour was taken by Pizam and

Sussman (2008). They indirectly examined if all tourists was

perceived to be alike regardless of nationality, or if

nationality made a difference to perceptions. This was done by

identifying perceptions that British tour guides had of tourists

and to test whether there were significant differences by

nationality in these perceptions. The study concluded that

nationality does not count along with other variables and should

be considered in predicting variation in tourist behaviour.

(Pizam & Sussman, 2008).

Eilat and Einav (2004) add destination risk to be one of the

factors that influence destination choice, which, according to

him, is important for both developed and less-developed

countries, while fashion, common boarder, common language, and

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distance are also important determinants especially in less-

developed countries (Eilat and Einav, 2007).

The study represents an exploratory attempt to capture the

underlying reasons for tourists’ decision to visit a destination.

The main objective of this study is to examine the specific case

of a tourism destination, investigating first whether there are

differences between motivations of those who are from different

countries traveling to the destination of Barbados. Secondly, the

study examines whether there are any differences in the

motivations between male and female tourists, and among tourists

of different age groups. Thus, it is a comparative study of

differences in motives between

specific groups. As a result, it attempts to incorporate the

experiential view into a construct such as the image of the

tourism destination. This article seeks to propose an integrated

approach to understand tourist motivations based on origins and

30



how these contribute to the tourists’ perception of a

destination. (Cristina Jonsson, Dwayne Devonish, 2013).

Related Studies

International tourism has become one of the largest and most

vital economic sectors of the global economy driving huge flows

of people, commodities, and capital. Tourism has been and

continues to be an important foreign exchange earner to many

countries in South East Asia and Malaysia is no exception. The

aim of this article is to trace the factors for visiting

Malaysia, image of Malaysia as a tourism destination and

competitiveness of Malaysia as a tourism destination among

outbound Middle East tourists to Malaysia. A survey was used to

obtain data randomly from 357 outbound Middle East tourists

leaving Kuala Lumpur International Airport (KLIA). From the

results, for most of the Middle East tourists, safety and

security is extremely important for choosing Malaysia as a

foreign country for long-haul travel. Malaysia is at the top of

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the list of top five countries for long-haul travel. Hospitality

in Malaysia was better and excellent than many long-haul

countries for the Middle East tourists, followed by natural

environment. From the overall implications of this study, it

could be concluded that a

strong relationship between government, tourism industry players,

local authorities, private agencies and businesses should be

fostered to ensure that tourists’ needs, especially Middle East

tourists, are fulfilled. It is a known fact that Middle East

tourists have a high taste. Therefore the various tourism

industry players need to work hand in hand to improve all types

of services provided to the Middle East tourists. From the

results most of the Middle East tourists, safety and security is

extremely important with 224 (62.7%) respondents saying safety

and security is extremely important for choosing a foreign

country for long-haul travel. This is followed by cleanliness

with 206 (57.7%) respondents. Besides, good image of the country

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as well is extremely important for 193 (54.1%) of the

respondents. Some 168 (47.1%) respondents said that overall cost

of trip is extremely important for long -haul travel. Despite the

fact above, 186 (52.1%) respondents said that friendliness of

local people is not important at all for them. Nevertheless,

tourists from Middle East truly emphasize on safety and security

wherever they travel to since 9/11. Some travel agency including

tour operators and travel guide confessed that Arab tourists are

hard to please in everything including cleanliness,

infrastructure, supporting facilities as well as decoration in

their hotel room. The level of satisfaction based on Middle East

tourists experience in Malaysia. The result shows that 175 (49%)

respondents were very satisfied with varieties of tourism

products and destinations. This is followed by safety and

security with 163 (45.7%)

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respondents. Although respondents said that friendliness of local

people was not important at all, 170 (47.6%) respondents said

they were extremely satisfied with the local people. Good image

of the country gave satisfaction for 96 (26.9%) of the

respondents. Some 95 (26.9%) respondents were satisfied with the

varieties of tourism products/destinations and 93 (26.1%)

respondents were satisfied with support facilities and

infrastructure. Overall cost of trip gave extreme satisfaction

for 111 (31.1%) respondents, 84 (23.5%) respondents were

satisfied, and 32 (9%) respondents moderately satisfied but these

factor was unsatisfactory for 27 (7.6%) of the respondents. (Ali

Salman & Mohd Safar Hasim, 2012)

The main aim of this research was to investigate tourist’s

tourism decision to travel to Sukhothai with regard to revisiting

and length of stay. The scope of this study was also based on

Thai domestic tourists who traveled in Sukhothai. The study was a

quantitative research, using structured questionnaire survey to

collect data from 400 Thai tourists who were traveling to

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Sukhothai. Both descriptive and inferential statistics were used

to analyse the result of this research. The findings from the

descriptive analysis showed that the majority of the respondents

were female and single. Their ages were between 20 – 29 years

old, holding bachelor degrees, working in the private companies,

and having an income less than 10,000 baht per month. They were

more likely to be independent travelers than choosing package

tourists, and they spent 300 to

600 baht per day per person excluding transportation fees to the

province. The tourists preferred to stay two days in Sukhothai,

and they visited the province average twice a year. For the

marketing mix factors, several product factors were taken into

account in the study and Loy Khra Thong festival was the most

significant product factor influence on tourists’ decision

traveling to Sukhothai. Regard to the price factors,

transportation fair had highest degree of influence on their trip

35



to Sukhothai. For the place factors, the necessity of tour guide

was the most influence factor on tourists’ traveling to

Sukhothai. Finally, for the promotion factors, tourism campaigns

as Amazing Thailand, Unseen Thailand, and Happiness on Earth had

most influence on tourists’ traveling to Sukhothai. Moreover, the

mass media such as television, radio, newspapers and magazines

were the most effective marketing communication tools which the

tourists received information and news about Sukhothai. From the

study, product factors had the most influence followed by place

factors, promotion factors, and price factors on tourists’

decision traveling to Sukhothai respectively. (Sudara

Rattanakitrunrueang, 2007)

Studies related to travelers’ sociodemo-graphic background

were conducted by Woodside and Lysonski (2011); Um and Crompton,

(1990); and Moscardo, Morrison,Pearce, Lang, and O’Leary, (1996).

Their search in the eld of psychographic attributes of thefi

travelers was pioneered by Plog (1974, 1987, 1991), who developed

a

36



model to classify travelers according to psychographic types.

Approaches related to the use of marketing variables and

destination-related attributes are a part of pull motivations.

The studies that examined pull motivations include Uysal and

Jurowski and You, O’Leary, Morrison, and Hong (2000). Pull

factors that emerged from these studies include beaches,

recreation facilities, natural and cultural attractions of a

destination, as well as travelers’ expectations regarding novelty

and marketing image. Although these studies provided important

insight into the discussion of destination choice, there are very

few studies that made an attempt to link travelers’ decision-

making process to destination choice.

(Shu-Ping Chen, 2009) stated that marketers can track customer

expenditure in prime times of the year by predicting seasonal

factors. Seasonal factors influence travel and entertainment

(Roslow, Li & Nicholls, 2004). For instance, TIA found seasonal

37



factors impacted consumers to travel in the different seasons,

such as the summer, spring or fall. TIA (2007) found that most of

the domestic travelers chose a destination during the summer in

2004. Especially, travelers are more likely to travel in July and

August. They spent much more money during summers when they

traveled to a destination (TIA, 2005). Jones and Scott (2006)

showed that travelers would like to travel to national park of

Canada in between May 1 and September 30 which was impacted by

seasonal factors. The findings showed that travelers’ choice of

Canada’s national parks is highly

impact by season and the country’s regional climates. Travel Blog

(2008) showed that the weather may influence people travel

intensions. People may avoid destinations if it is so hot or so

cold that it would be intolerable to be there. However, some of

people said they would personally enjoy the bad weather, so they

38



would like to plan on going at those times of year. Thus, the

season of year may influence people’s travel intension.

A recent study conducted by Eilat and Einav (2007) tells the

factors that influence consumer behaviour can be internal and

external to the individual. Among the internal determinants are

social and personal, while the external ones include confidence

in the travel agency, the overall image of alternatives, previous

travel experience, travel constraints (time, cost, etc), degree

of perceived risk, etc. Among the major influences of individual

travel behaviour are family, reference groups, social classes,

culture and subculture that determine individual’s personality,

learning, motivation, perception (of alternatives) and attitudes.

(Eilat and Einav,2007).

Mannel and Iso-Ahola (1987, referred by Hsu & Huang 2008)

present a two dimensional frame for tourist motivation in which

two forces affect a tourist's behaviour at the same time.

According to him, tourists are motivated to travel in order to

escape from their everyday life but simultaneously to gain

39



certain psychological rewards. (Hsu & Huang 2008, 21). Escape

from routines can be related to personal environment such as

problems or failures, or social environment such as family

members or neighbours. Inner prizes can be personal, such as

learning new things, or social (meeting new

people, raising status). (Albanese &Boedeker 2003, 109). Bowen &

Clarke (2009) reminds us that tourists may create their own

balance between the escape from the known and ordinary and the

search for the new and different. In addition, each motive has a

psychological and social component which means that together four

motivation dimensions effect on the tourist at the same time:

personal escape, personal seeking, and interpersonal escape,

interpersonal seeking. (Bowen & Clarke 2009).

A recent study was done on Factors that Influence the

Destination Choice of Chinese Tourists; Millions of Chinese

tourists leave their country each year to explore the world. As

the competition in winning Chinese tourists becomes particularly

intense, we suggest business owners begin courting the world’s

40



biggest spenders long before they board flights for overseas

trips. It is very important to understand what factors influence

their choice of destinations and specific company, brands, and

locations in those destinations. The study shows the following

factors influencing Chinese tourists: (1) In collectivist

cultures, such as China, which emphasize the importance of group

ties, individuals are easily influenced by people around them.

Naturally, Chinese tourists always ask friends for destination

recommendations when they plan their overseas trips. (2) The only

thing that is constant is “change” – this statement is very

relevant in China’s travel industry. All of a sudden, group tours

have been rendered less important by the rise of social media and

online forums. At the same time, independent travel became the

new trend in China. (3) You can never underestimate the influence

of western pop culture on Chinese tourists’ destination choice.

Los Angeles is a city that

41



has witnessed first-hand the power of pop culture in China. (4)

Shopping is one of the main drivers for Chinese outbound tourists

because luxury products can be as much as a third cheaper abroad.

(5) Direct flights become an increasingly important factor for

Chinese tourists as they are seeking more exciting destinations

on their trips overseas. Airline operators worldwide have started

introducing non-stop flights to China one after another.

(http://www.attractchina.com/blog/factors-influence-destination-

choice-chinese-tourists/)

The present paper aims to assess the importance of different

factors influencing demand conditions for a tourist destination

on the basis of individual stakeholder perceptions. The

relationship between the tourist demand conditions and individual

influential factors, such as inherited resources, created

resources, supporting factors and resources, destination

management and situational conditions is examined using

regression analysis. Existing studies on tourism destination and

tourism demand were reviewed and their limitations were

42

http://www.attractchina.com/blog/factors-influence-destination-choice-chinese-tourists/




identified. The study is limited to Slovenian as a tourist

destination, but can be generalised to other regions. The study

offers important contributions for research (an appropriate

conceptual and measurement model of competitiveness indicators)

and for practice (important information for tourism stakeholders

is the obtained result about the significance of appropriate and

qualified tourism managers). Mailed structured questionnaire data

for this study were collected from tourism stakeholders on the

supply side. The respondents were selected from

tourism industry stakeholders, government officials, tourism

school academics and postgraduate students on tourism courses.

Out of 291 questionnaires sent, 118 or 41 % were returned. The

principal components method was applied in the first phase. A new

synthetic variable – a principal component for each of the six

groups of variables was calculated. Before conducting a principal

component analysis correlations among the variables in each of

the six groups were calculated and we proceeded with Bartlett’s

43



test of sphericity, the Kaiser-Meyer-Olkin measure of sampling

adequacy. At the end, the linear regression model was applied.

The first independent variable, NACURES, has a weak, positive and

not statistically significant influence on DEMCON. The second

independent variable, CRERES, has a positive influence on demand

conditions, DEMCON, but is not of convincing statistical

significance. The third independent variable, SUPFAC, negatively

influences the dependent variable, but this influence is weak and

not statistically significant, the fourth independent variable,

MGT, has a strong and statistically significant impact. The fifth

independent variable, SITCON, has a statistically significant and

negative influence on the DEMCON. This study examined factors

determining tourism demand for Slovenia as a tourist destination.

It gives valuable information, which hopefully will help tourism

stakeholders, especially tourism managers to respect more the

meaning of different factors influencing tourism demand. (Doris

Gomezelj Omerzel, 2011)

44



This study examines the motivational push and pull-factors

that affect tourists’ decision in their choice of a holiday

destination. 200 questionnaires were completed using a face to

face interview among specific groups of travelers to Mauritius

(English, French, German, Italian and South African tourists) at

various points on the island. The findings demonstrate that rest

and relaxation are the most compelling push motivation forces

followed by nostalgia, escape, novelty and social interaction.

The key pull based motives were found to be the special climate

and weather of Mauritius, the exquisite landscape and scenery,

unique flora and fauna, exotic beaches, the exotic ambience and

atmosphere, the welcoming nature of Mauritian hospitality and the

authentic Mauritian culture. The Push and pull factors between

first time visitors and repeat visitors are discussed in this

article and the study essentially contributes to our overall

understanding of why holiday makers take travel decisions to opt

for long- haul destinations like Mauritius, and can therefore

45



help destination marketers develop better marketing programs to

meet the specific needs of their customers. (Hemant Kassean

& Rhaalib Gassita, 2013)

Synthesis of state of the art

The related literature and studies covered have bearing on

the present investigation. All are focused on the factors

influencing tourist to travel or visit a place. Literature review

and studies of Basak Denizci et al. (2011), Cristina Jonsson &

Dwayne Devonish, (2008), Steve Addai (Nov, 2012), Mimi Li (2007),

Jamrozy & Uysal (2006), Loodeh (Aug, 2013), Erica Jane (May,

2013), Goeldner & Ritchie (2012), Hsu & Huang (2008), Pizam &

Sussman (2008), Christina Jonsson & Dwayne Devonish (2013) and46



Shu-Ping Chen, (2009), provided substantial information on the

frequency of visit and the factors that influence tourists to

travel. For the factors or motivators that influence the

visitation of tourists were provided by the literature and

studies of Ali Salman & Mohd Safar Hasim (2012), Sudara

Rattanakitrunrueang, (2007), Woodside and Lysonski (2011), Shu-

Ping Chen (2009), Eilat and Einav, (2007), Bowen & Clarke (2009),

Doris Gomezelz Omerzel (2011) and Hemant Kassean & Rhaalib

Gassita (2013) provided abundant ideas about research resources.

Their studies focused on the reasons for tourists to visit a

specific destination, factors that influence them to visit a

certain destination and what promotional strategies may be used

to attract tourists and make them revisit the same destination

again.

47



Gap/s that present study will bridge

From the above review of related literature and studies, the

following gaps were determined:

There was no study yet conducted on frequency of visit and

the factors that influence tourists to visit Nuvali at Santa

Rosa.

There was no study yet conducted on the relationship between

the respondent’s frequency of visit to Nuvali and the

factors that influence them to visit Nuvali at Santa Rosa.

48



Chapter 3

RESEARCH METHODOLOGY

This chapter presented the overview of the research design,

the respondents of the study, the procedure for gathering data,

instruments to be used and statistical treatment utilized.

Research Design

This study used the descriptive correlational method of

research in order to determine the frequency of visits and the

factors and purposes that influence the tourists to visits

Nuvali. The descriptive correlational method, as defined by

Rybarova (2006), is one that helps to determine if two or more

49



variables are associated with each other by explaining their

relationship but not necessarily implying that this relationship

is also a cause.

Sources of Data

The researchers considered the responses of respondents as

the primary sources of data of the study. As for the secondary

source from books, magazines,

internet and other reading materials that will contain related

literatures and studies for concretization and support of the

study.

Population of the Study

50



The respondents of the study were the tourists who visit

Nuvali the time that the researchers will conduct the survey.

Random sampling techniques will be used in the study.

Instrumentation and Validation

The main instrument of this study is researcher made

questionnaire consisted of three parts. First part deals with the

demographic profile of the respondents. Second part included the

factors that influence the tourists to visit Nuvali. The third

and last part deals to the respondents’ frequency of visit to

Nuvali. The questionnaire will be presented to the panel of

experts for corrections and suggestions.

Evaluation and Scoring

To determine the factors that influence tourists to visit

Nuvali, the following scale and interpretation will be utilized:

51



Scale Range Interpretation

4 3.51-4.00 Strongly Agree

3 2.51-3.50 Agree

2 1.51-2.50 Disagree

1 1.00-1.50 Strongly Disagree

Data Gathering Procedure

The researchers will personally administer the survey form

for 2 days, from June 28-29, 2014 to the tourist of Nuvali. It

will explain to the respondents how the questionnaires will be

answered. The answered questionnaires will be retrieved right

after the respondents had answered them. The answered questions

will be tallied, tabulated and will be subjected to statistical

treatment and then analyzed and interpreted.

52



Statistical Treatment of Data

The statistical tools used for the quantitative analysis in

this study were the following:

1. Percentage, used to describe the (a) profile of the

respondents, and (b) respondents’ frequency of visit to Nuvali.

2. Weighted Mean, used to determine the factors that influence

tourists to visit Nuvali.

3. t –test for independent samples, used to determine if there

is significant difference in the (a) factors that influence

tourists to visit Nuvali, and (b) the respondents’ frequency of

visit to Nuvali when the respondents are grouped according to

age.

53



4. Mann-Whitney U test, used to determine if there is

significant difference in the (a) factors that influence tourists

to visit Nuvali and (b) the respondents’ frequency of visit to

Nuvali when the respondents are grouped according to gender and

nationality.

The degree of linear relationship can be interpreted through

the use of range of values (Bermundo, 2005) for the Pearson

Product Moment Correlation coefficient as shown below:

Range of Value Decision

1.0 Perfect Relationship

0.80 to 0.99 Very Strong Relationship

0.60 to 0.79 Strong Relationship

54



0.40 to 0.59 Moderate Relationship

0.20 to 0.39 Weak Relationship

0.01 to 0.19 Very Weak Relationship

0.00 No Relationship

Weighted mean was used to measure the general response of the

survey samples, whether they agree to a given statement or not.

The formula in computing weighted mean is as follows:

Where: f – weight

given to each response

x –

number of responses

xt –

total number of responses

5. Pearson r, used to determine if there is significant

relationship between the factors that influence tourists to visit

Nuvali and their frequency of visit to Nuvali.

55



Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of the

data gathered in this study. This course of the analysis and

interpretation was guided by the problems presented in Chapter 1.

I. Profile of the Respondents

Table 1 presents the profile of the respondents of the study

described as to their age, gender and nationality.

56



Table 1

Profile of the Respondents

Age Frequency Percentage

20 and above 53 53.0

19 and below 47 47.0

Total 100 100.0

Gender Frequency Percentage

Male 38 38.0

Female 62 62.0

Total 100 100.0

Nationality Frequency Percentage

Filipino 97 97.0

Others 3 3.0

Total 100 100.0

57



As shown in Table 1, in terms of age, 47 or 47

percent fell within the 19 and below of age bracket, and 53 or

53 percent were 20 years of age and above. As to gender, 38 or

38 percent were male, while 62 or 62 percent were female. This

shows that most of the respondents were female.

II. Factors that Influence Tourists to Visit Nuvali

Table 2

Factors that Influence Tourists to Visit Nuvali

Indicators Weighted

Mean

Interpretat

ion

Rank

1. Nuvali is a safe place. 3.46 Agree 3

2. Nuvali is easily

accessible.

3.17 Agree 6

58



3. The food served in

restaurants at Nuvali is

delicious, healthy and

affordable.

3.07 Agree 7

4. Exciting activities are

available at Nuvali.

3.19 Agree 5

5. Nuvali has a peaceful and

relaxing environment.

3.57 Strongly

Agree

1

6. One can enjoy the beauty

of the outdoor life at

Nuvali.

3.48 Agree 2

7. Variety of shops are

available at Nuvali.

3.28 Agree 4

Average Weighted Mean 3.32 Agree

As presented in Table 2, the respondents agreed with the

factors that influence them to visit Nuvali. In particular,

indicator number 5 “Nuvali has a peaceful and relaxing

59



environment” ranked 1 with a weighted mean of 3.57, which is

interpreted as ‘strongly agree’. For indicator number 6 “One can

enjoy the beauty of the outdoor life at Nuvali” ranked 2 with a

weighted mean of 3.48, which is interpreted as ‘agree’.

Indicator number 1 “Nuvali is a safe place” ranked 3 with a

weighted mean of 3.46, which is interpreted as ‘agree’. Indicator

number 7 “Variety of shops are available at Nuvali” ranked 4 with

a weighted mean of 3.28, which is interpreted as ‘agree’. For the

indicator number 4 “Exciting activities are available at Nuvali”

ranked 5 with a weighted mean of 3.19, which is interpreted as

‘agree’. For the indicator number 2 “Nuvali is easily accessible”


‘agree’. For the indicator number 3 “The food served in

restaurants at Nuvali is delicious, healthy and affordable”


‘agree’. Factors that influence tourists to visit Nuvali has an

average weighted mean of 3.32 which is interpreted as ‘agree’.

60



III. Respondents’ Frequency of Visit to Nuvali

Table 3

Respondents’ Frequency of Visit to Nuvali

Frequency of Visit Frequency Percentage

Four or more 17 17.0

Three times a month 4 4.0

Two times a month 20 20.0

Once a month 59 59.0

Total 100 100.0

61



Table 3 showed the respondents’ frequency of visit to Nuvali

, “Once a month” had the frequency of fifty-nine (59) out of one-

hundred respondents or 59.00 percent of total population. “Two

times a month” had a frequency of twenty (20) or 20.00 percent.

“Four or more” had the frequency of seventeen (17) or 17.00

percent. “Three times a month” had the frequency of four (4) or

4.00 percent. This shows that 59% of respondents visit Nuvali

once a month got the highest percentage of frequency of visit to

Nuvali.

IV. Difference in the Factors that Influence the Respondents

to Visit Nuvali When They are Grouped According to

Profile Variables

Table 4

Difference in the Factors that Influence the Respondents to Visit

Nuvali

When They are Grouped According to Profile Variables

62



Variables Test p-value Interpretat

ion

Age t-test 0.588 Not

Significant

Gender Mann-Whitney

U Test

0.444 Not

Significant

Nationality Mann-Whitney

U Test

0.834 Not

Significant

0.05level of significance

As shown in table 4, for the difference in the factors that

influence the respondents to visit Nuvali when they are grouped

63



according to according to age, gender and nationality, p-values

obtained were higher than the 0.05 level of significance. This

shows that there is no significant difference in the factors that

influence the respondents to visit Nuvali when they are grouped

according to age, gender, and nationality. This means that the

factors that influence respondents regardless of age, gender and

nationality consider the same factors that influence them to

visit Nuvali.

V. Difference in the Factors that Influence the Respondents

to Visit Nuvali When They are Grouped According to

Profile Variables

Table 5

Difference in the Respondents’ Frequency of Visit to Nuvali

When They are Grouped According to Profile Variables

Variables Test p-value Interpretation

Age t-test 0.467 Not

64



Significant

Gender Mann-Whitney

U Test

0.004 Significant

Nationality Mann-Whitney

U Test

1.000 Not

Significant

0.05 level of significance

As shown in table 5, for the difference in the respondents’

frequency of to visit Nuvali when they are grouped according to

according to age, gender and nationality. For age and nationality

p-values obtained were higher than the 0.05 level of

significance. This shows that there is no significant difference

in the respondents’ frequency of visit Nuvali. This means that

respondents’ frequency of visit to Nuvali is the same regardless

of age and nationality. For gender, p value obtained was lower

than the 0.05 level of significance. This shows that there is a

significant difference in the respondents’ frequency of visit to

Nuvali in terms of gender. This means that for gender,

respondents’ frequency of visit differs.

65



VI. Relationship between the Factors that Influence the

Respondents to Visit Nuvali and the Respondents’

Frequency of Visit to Nuvali

Table 6

66



Relationship between the Factors that Influence the Respondents

to Visit Nuvali

and the Respondents’ Frequency of Visit to Nuvali

Variables Pearson

r

Value

Interpreta

tion

p

value

Interpretat

ion

Factors that

Influence the

Respondents to

Visit Nuvali and

the Respondents

Frequency of Visit

0.227 Weak

Relationsh

ip

0.027 Significant

0.05 level of significance

As shown in table 6, for the relationship between the

factors that influence the respondents to visit Nuvali and the

respondents’ frequency of visit to Nuvali, a Pearson r value of

0.227 was obtained which was interpreted as weak relationship. A

67



p value of 0.027 was obtained which is lower than the 0.05 level

of significance. This shows that there was a significant

relationship between the factors and frequency of visit to

Nuvali.

This means that the more the respondents’ are influenced by the

factors to visit Nuvali the more that they visit Nuvali.

68



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Frequency of Visit and Factors that Influence Tourists to Visit Nuvali

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