Motivation and Preferences

TRAVEL MOTIVATION AND PREFERENCES OF TRAVEL ITCHERS
IN MISAMIS OCCIDENTAL
A Research Proposal Presented to

The Faculty of Tourism and Hospitality Management of
School of Business Administration and Management
Northwestern Mindanao State College of Science and Technology
Labuyo, Tangub City
In partial fulfillment of the Course Requirements for the Degree

Bachelor of Science in Tourism Management
BILLEDO, CHRISTINE LUZ E.

COTIAMCO, MARY GESILLE A.
PONCE, RYNDSHA REY P.
ROMERO, RHIEGEL GRACE A.
SEGOVIA, MARIEL B.
MARCH 2023
i
TABLE OF CONTENTS
PAGE
TITLE PAGE i
TABLE OF CONTENTS ii
LIST OF TABLES iv
LIST OF FIGURES v
APPROVAL SHEET vi
ABSTRACT vii
DEDICATION viii
ACKNOWLEDGEMENT ix
CHAPTER
I INTRODUCTION 1
Background of the Study 1
Theoretical Framework 3
Conceptual Framework 6
Statement of the Problem 8
Significance of the Study 9
Scope and Limitation of the Study 10
Definition of Terms 10
II REVIEW OF RELATED LITERATURE 12
III RESEARCH METHODOLOGY 25
Research Design 25
Research Environment 25
Research Respondents 25
Research Instrument 26
ii
Data Gathering Procedure 26
Data Analysis 27
IV PRESENTATION, ANALYSIS AND 28
INTERPRETATION OF DATA
V SUMMARY, CONCLUSION, AND 49
RECOMMENDATION
Summary 49
Findings 51
Conclusion 52
Recommendation 53
REFERENCES 54
APPENDICES 64
Letter of Permission to Respondents 64
Survey Questionnaire 65
Statistician’s Certificate 72
Curriculum Vitae 73
iii
LIST OF TABLES
Table Page
1 Age of the Respondents 26
2 Sex of the Respondents 27
3 Educational Attainment of the Respondents 28
4 Occupation of the Respondents 29
5 Escape/ Relax in Travel Motivation 30
6 Novelty in Travel Motivation 31
7 Self-Development in Travel Motivation 33
8 Relationship in Travel Motivation 34
9 Destination Features in Travel Preferences 36
10 Travel Style Companion of Respondents in Travel 37

Preferences
11 Mode of Transportation in Travel Preferences 39
12 Length of Stay in Travel Preferences 40
13 Purpose of Travel in Travel Preferences 41
14 Type of Vacation in Travel Preferences 42
15 Kind of Accommodation in Travel Preferences 43
16 Accommodation Facilities in Travel Preferences 44
17 Type of Room in Travel Preferences 45
18 Additional Services in Travel Preferences 46
19 Length of Stay for Accommodation 47
iv
LIST OF FIGURES
FIGURE PAGE
1 Schematic Diagram of the Study 5
2 Scales and Analysis 27
3 Average Weighted Mean 27
v
NORTHWESTERN MINDANAO STATE COLLEGE
OF SCIENCE AND TECHNOLOGY
Labuyo, Tangub City
SCHOOL OF BUSINESS ADMINISTRATION AND MANAGEMENT
APPROVAL SHEET
This undergraduate thesis attached hereto, entitled “TRAVEL
MOTIVATION AND PREFERENCES OF TRAVEL ITCHERS IN MISAMIS
OCCIDENTAL” prepared and submitted by BILLEDO CHRISTINE LUZ,
COTIAMCO MARY GESILLE, PONCE RYNDSHA REY, ROMERO RHIEGEL
GRACE, SEGOVIA MARIEL in partial fulfillment of the requirements for the
degree of Bachelor of Science in Tourism Management is hereby
recommended for approval.
LADY MARION C. KUA, MBA

Adviser
Approved by the committee on Oral Examination on March 2023.
KIM BRYLL L. NAVALES GENEVIVE M. DAGOT, MBA

MEMBER MEMBER
DIONALYN S. GUMACIAL, DBA

Dean, School of Business
Administration and Management
The undergraduate thesis was accepted in partial fulfillment of the requirements

for the degree of Bachelor of Science in Tourism Management.
DIONALYN S. GUMACIAL, DBA

Dean, School of Business
Administration and Management
ABSTRACT
vi
This study was primarily conducted to determine the travel motivation and
preferences of travel itchers in Misamis Occidental. There were no studies on
travel motivation and preferences that have been undertaken in the province. As
a result, the purpose of this research is to determine the travel motivation and
preferences of travel itchers in Misamis Occidental. This research used a
quantitative research design. The researchers used purposive sampling in
gathering the data. The goal of this study is to determine the concept of travel
itch by revealing the travel motives and characteristics of individuals who have
travel itch within Misamis Occidental. The research was conducted in the cities
and municipalities of Misamis Occidental. The respondents of the study are
travelers who have a travel itch in Misamis Occidental. Using the method of
purposive sampling, the researchers have conducted the study on 150 selected
individuals who were on the premises during the time of the study. The survey
instrument was adaptive and developed on Travel Career Pattern by Pearce and
Lee. The majority of travel itchers prefer "the scenery/natural attractions are
memorable" as a destination feature. They prefer to travel with their families, use
water transportation, stay 2-3 days in their domestic destination, travel for leisure,
and go on a group trip. In terms of accommodation, most prefer to stay in a hotel
for 4-5 days in a suite room with free Wi-Fi and breakfast.
DEDICATION
vii
The researchers wholeheartedly dedicate this study to our loving parents, Mr.
and Mrs. Billedo, Mr. and Mrs. Cotiamco, Mr. and Mrs. Ponce, Mr. and Mrs.
Romero, and Mr. and Mrs. Segovia, who have continuously provided their
moral, spiritual, emotional, and financial support, who provided as a source of
inspiration and strength when we thought of giving up.
To our brothers, sisters, relatives, mentor, friends, and classmates who shared
their words of advice and encouragement to finish this study.
And lastly, we dedicated this book to the Almighty God, thank you for the
guidance, strength, power of mind, protection, and skills, and for giving us a
healthy life. All of these, we offer to you.
viii
ACKNOWLEDGEMENT
We, the researchers, would like to extend our heartfelt gratitude to the
following people who are part in the completion of this thesis:
Dr. Dionalyn S. Gumacial, Dean of School of Business Administration
and Management and the chairperson of the panel, as well as the other
members of the panel, Mr. Kim Bryll L. Navales and Ms. Genevive M. Dagot,
for their profound knowledge and plentiful advice that assisted us in conducting
this research;
Ms. Lady Marion C. Kua, the researchers’ adviser, for the
recommendation, constant support, and supervision in the process of doing this
research;
Mr. Krestonie B. Molina, the researchers’ instructor, for the trust,
patience, support, and guidance throughout the process of the study;
Mr. Joseph P. Abordo, MSc., the researchers’ statistician, for the support
and guidance all throughout the study;
Colleagues, Friends, and Respondents for spending time in answering
the questionnaire for the success of this research;
The parents, friends, and loved ones, for their prayers, unconditional
love, moral and financial support to the researchers to finish this study; and
Above all, to the Almighty God, the source of knowledge and wisdom, for
the life and perseverance He bestowed upon the researchers, particularly in the
entire process of preparing this thesis.
The Researchers
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INTRODUCTION
BACKGROUND OF THE STUDY
Travel is as old as mankind itself, beginning with the trips of explorers who
discovered that there were other planets, things, and riches than their own.
People's longing for faraway lands and curiosity about the unknown have
inspired them to embark on long travels, publish volumes of travel literature, and
create innumerable maps (Capar,2022). Travel has evolved into one of the most
fascinating occurrences in our modern culture. People are traveling more and
more because they are dissatisfied with where they live and work. To deal with
their increasingly mechanized employment, they need to escape the monotony of
their daily lives, and their houses and travel are what keep them alive (Donmez,
2022).
People frequently work merely to look forward to their holiday, and some
must travel for business again. Vacations help individuals to unwind, allowing
them to work harder when they return to work until the next vacation (Pala 2022).
Travel itch refers to those who have made traveling a part of their lives 3-5 times
and are always longing to travel, as evidenced by particular behaviors (Toksöz
2022). According (Toksöz, Çapar and Dönmez 2022, 140) it is sensation or
desire that causes an individual to want to constantly travel, feeling the urge to
move after being stationary for a long time and believing there are many
locations to go and many things to do.

According to Airbnb's Philippines Travel Trends Survey 2021 with data
analytics company YouGov, at least six out of ten Filipinos favor family holidays
as the key motivator to travel (2021). Visits to close friends and relatives, as well
as leisure time to rest and relax, are important motivators for Filipinos to go back
on the road. According to Airbnb (2021), 1,067 Filipinos were interviewed
between February 4 and February 8. Throughout the outbreak, 88 percent of
respondents felt more connected to their families and one of the main reasons
Filipinos travel within the country is to visit family and extended family.
Road trips are the most popular choice for Filipinos' first vacation following
the pandemic, as survey respondents indicated they like to visit natural areas
and places outside of their neighborhoods that are easily accessible by car.
According to Amanpreet (2017) Bajaj, Airbnb's general manager for Southeast
Asia, India, Hong Kong, and Taiwan, local and domestic tourism will take center
stage before borders open and cross-border travel begins, since individuals are
more likely to begin travelling close to their destinations. Amanpreet (2017)
believe that travel is durable and will rebound over time, and we anticipate that
unique and family-friendly travel will act as the impetus for domestic tourism
recovery. Travelers are also looking at slower, more attentive vacation amidst
nature.
Meanwhile, there is no existing research study yet on the travel itch in
Misamis Occidental. With this, the study aims to better understand the travel itch
by revealing the travel motives and travel preferences of “travel itchers” within the
framework of motivational theories.
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THEORITHECAL FRAMEWORK
In this study, the researchers use the Travel Career Pattern Model or TCP
by Pearce and Lee (2005). TCP contends that a traveler's motivational patterns
will change over their careers rather than placing a priority on a hierarchy of
travel motives (Pearce and Lee, 2005). Pearce and Lee (2005) found that those
with more travel experience exhibit higher levels of self-development (host-site
development) and nature seeking, compared to those with less travel experience,
who exhibit higher levels of stimulation, self-development (personal
development), self-actualization, security, nostalgia, romance, and recognition.
However, regardless of travel experience, it is determined that the most
important motivation factors for all travelers are escape/relax, novelty,
relationship, and self-development.
Escape is one of the motivational factors for travelers because according
to tourism theories (2014), an escape from conventional social roles,
independence from job and other time commitments, and the ability to spend
time whatever one pleases can all be provided by tourism. In fact, rather than
being a means of seeking something out, tourism really reflects the “anti-
structure” of existence. A person may feel strongly that he is lacking something
and that he cannot continue without fulfilling it, which is where the motivation for
travel comes from.
The novelty to discover new things may also be a driving force behind
one’s travel requirements and goals. This kind of traveler is traveling toward a
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certain goal rather than away from his or her home, as is the case with escape,
and has a reasonably clear concept of where he or she wants to go. Novelty as a
primary travel motivation may also refer to intangibles like specific feelings or
profound spiritual encounters. Examples include ecstasy and agony. The so-
called “black tourism” industry has grown rapidly in the twenty-first century,
where bad experiences based on catastrophes or maybe concentration camps
may result in experiencing strong emotions that have been pre-selected and are
under control (Tourism theories, 2014).
In relationship, the novelty to discover new things may also be a driving
force behind one’s travel requirements and goals. This kind of traveler is traveling
toward a certain goal rather than away from his or her home, as is the case with
escape, and has a reasonably clear concept of where he or she wants to go.”.
And at this level, human behavior is motivated by the need for emotional
relationships. And it is important for people to feel loved and accepted by others
in order to avoid feelings of loneliness, unhappiness, and worry. Personal
interactions with friends, family, and lovers are essential, as is membership in
groups such as religious organizations, sports teams, reading clubs, and other
group activities (Julia Thomas, 2022).
For self-development, in line with tourism theories (2014), travel
requirements and motivations may also arise from an inner need to learn about
new things. This sort of tourist has a reasonably definite concept of where he
wants to go, and he is not traveling away from home (as with escape), but rather
toward a set goal. Once at a place, this tourist abandons his social standing and
4
engages in the liminal activity of being a tourist. The desire to learn new things,
explore various cultures, know oneself, and examine one’s own body are all
fundamental components of this personal quest. This corresponds to the top
three levels of Maslow and Pearce’s pyramid theories. The way travelers gaze
around, free of social duties and relationships, translates into unfettered
absorption of sensations and their subsequent processing into experiences.
Moreover, the TCP (Pala 2021), states that those who have travel itch
regarding their travel preferences based on their travel experiences, it has been
revealed that destination features, travel style, travel, and accommodation styles
are important in their preferences. More than half of the participants emphasized
their travel style while stating their travel preferences. Most of them emphasized
that they prefer to travel alone, while other participants emphasized that they
want to travel with their friends or partners. Participants who declared their
preferences regarding their destination features stated that they mostly preferred
natural beauties.
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CONCEPTUAL FRAMEWORK
The conceptual framework based on input, process and output system.
The input process has the demographic profile of travel itchers which includes
age, gender, educational attainment and occupation. The second part of the
process is the motivational factors involving escape, novelty, relationship and self
– development and the third part of the process is the travel preferences
involving destination features, travel style and accommodation.
The formulation of the questionnaire was done and formulated based on
the TCP Model which includes motivation factors: escape, novelty, relationship
and self-development and the travel preferences which has destination features,
travel styles and accommodation. Questionnaire will be then distributed to
generate data. 3 customize questionnaires will be given to the respondents who
recognize their selves as a traveller itchers who travelled 3-5 times. The data will
be interpreted and compared by the researcher to realize the desired output.
The output interpreted by the researcher will be able to know their travel
motivation and preferences of a travel itchers. Through this output, the
researchers will then determine what is the best development plan or
enhancement program to a community or a tourist spot to the travellers for them
to revisit the site.
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MOTIVATION FACTORS
ESCAPE
NOVELTY
RELATIONSHIP
SELF – DEVELOPMENT
DEMOGRAPHIC PROFILE OF
TRAVEL ITCHER IN TERMS OF:
AGE:
GENDER: ENHANCEMENT PROGRAM
EDUCATIONAL ATTAINMENT:
OCCUPATION:
TRAVEL PREFERENCES
DESTINATION FEATURES
TRAVEL STYLES
ACCOMODATIONS
Figure 1 : Schematic Diagram of the Study
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STATEMENT OF THE PROBLEM
The main objective of this research is to determine the research is to
identify the travel motivations and preferences of the travel itchers in Misamis
Occidental. Specifically, the study aims to answer the following questions:
1. What is the demographic profile of the respondents in terms of
1.1 Age
1.2 Sex
1.3 Salary/ Income
1.4 Occupation
2. To what extent is the travel motivations of individuals who have travel
itchers in terms of:
2.1 Escape/relax
2.2 Novelty
2.3 Relationship
2.4 Self – development
3. What are the travel preferences of individuals who have travel itch in
terms of:
3.1 Destination features
3.2 Travel style
3.3 Accommodation
4. Based on the result, what enhancement program can be proposed to the
community or a tourist spot to the travelers for them to revisit the site?
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SIGNIFICANCE OF THE STUDY
This study is significant because it identifies the travel motivations and
preferences of travel itchers in Misamis Occidental. Knowing that travelling is
very timely and relevant, this study could be a way to better understand the travel
itch by revealing the travel motives and preferences of travel itchers.
More so, this study would be valuable to the following:
Tourist Destination – this study could be a way to help their tourist destination
to further develop their place and meet traveler’s expectation and satisfaction.
Travelers - The findings of this research will benefit them as primary consumers,
the tourist destinations are trying to improve their service to meet their
expectation.
Community - The study helps the community in giving improvement of their
places and also to identify what are the guidelines in choosing the right tourist
destination that can add interest to the travelers which will satisfy their needs and
wants
College - The outcomes of this study will help improve the college, specifically
the students who are engaged in travelling to different places.
Future Researchers – The finding of this study will be a great help for their
future references to carry out the studies with travelers who have travel itch in
one or more destinations.
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SCOPE AND LIMITATION OF THE STUDY
The study will be conducted in Misamis Occidental. The respondents shall
be the travelers who have traveled 3-5 times. The study will only focus on the
travel motivations and preferences of the travel itchers in Misamis Occidental. In
the questionnaires, all situations are directly proportional to the travel motivations
and preferences.
DEFINITION OF TERMS
To provide clarification of the terminologies used in this study, the following terms
are operationally defined:
Accommodation - This theme included the codes of hotel, lodging house and
motels.
Destination Features – This theme included the codes of natural beauties,
exotic trips, new food, different culture, and away from the country.
Escape – This theme included the codes of escape from routine and boredom, to
get rid of workload, and to be refreshed.
Motivation - is derived from the word 'motive,' which denotes a person's needs,
desires, wants, or desires. It is the process of motivating individuals to take
action in order to achieve a goal.
10
Novelty – This theme included the codes of discover, curiosity, having fun,
experiencing something new, and being happy.
Relationship – this theme included the codes of connection with friends, family
and colleagues.
Self – Development - This theme included the codes of experiencing
different/new cultures, new food, new people, new places, and learning new
things.
Travel Desire - A strong desire to travel is called wanderlust.
Travel Itch – a feeling of desire that makes individual want to continuously travel,
feeling they need to move after staying motionless for a long time and thinking
there are many places to be seen and many things to be done.
Travel Style – This theme included the codes of alone, with friends, and with a
partner
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REVIEW OF RELATED LITERATURE
TRAVEL MOTIVATIONS
Travel itch is one’s deep inner desire to travel and can be explained with
various travel motivations. Numerous studies have been conducted to
understand why people travel (Crompton 1979; Dann 1977; Iso-Ahola 1982;
Klenosky 2002; Snepenger, King, Marshall and Uysal 2006; Park and Yoon
2009; Pearce and Lee 2005; Plog 1974; Uysal and Jurowski 1994). Lundberg
(1971) published one of the earliest studies to look at the reasons why people
travel, and he defined 18 reasons under the dimensions of education and cultural
motive Numerous studies have appeared in the literature after this first
investigation. For instance, push and pull forces that entice visitors to travel to a
specific location or destination were first proposed by Dann (1977). Travel is
compelled by push forces, which include components like enjoyment, relaxation,
escape, and adventure. Pull elements include a destination & appearance, allure,
level of service, and other aspects. Travel motivations were divided into
sociopsychological and cultural categories by Crompton (1979). Socio-
psychological motivations included escape from an allegedly monotonous
environment, investigation and appraisal of self, relaxation, prestige, regression,
enhancement of familial bonds, and facilitation of social contact. Novelty and
education were the cultural motivations. After that, other studies have been
conducted to assess motivational elements. Iso-Ahola (1982) proposed the
fleeing and seeking motivation model, a widely acknowledged theory among
academics, and characterized motivation from a psychological standpoint. One
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unknowingly adopts the thesis, which is made up of both individual and
interpersonal escape and seeking impulses. A person engages in leisure
activities primarily for two reasons: seeking (to receive a psychological benefit
through travel) and eluding (from a tedious everyday existence) (Iso-Ahola 1982).
Kozak (2002) looked at four categories of tourist motivations: cultural, pleasure
seeking/fantasy, relaxation, and physical, and discovered that the relaxation and
pleasure-seeking factors were the most influential ones for choosing a location
(Kozak 2002). According to Park and Yoon 2009 study, Korean rural visitors’
motives include relaxation, sociability, learning, family gathering, novelty, and
thrill.”
ESCAPE AS A FACTOR OF TRAVEL MOTIVATION
According to tourism theories (2014), an escape from conventional social
roles, independence from job and other time commitments, and the ability to
spend time whatever one pleases can all be provided by tourism. In fact, rather
than being a means of seeking something out, tourism really reflects the “anti-
structure” of existence. A person may feel strongly that he is lacking something
and that he cannot continue without fulfilling it, which is where the motivation for
travel comes from. While this may seem harsh in the context of tourism, the
reality is that for many people, a vacation is a life-or-death requirement, and
getting away from home is the only way to survive. The main reason for traveling
is to briefly get away from it all, leaving the familiar surroundings of home behind
without being very concerned with where to go—preferably somewhere more
13
pleasant than the daily grind. In this instance, the lowest tiers of requirements are
related to the Maslow and Pearce pyramid theories.
Getting away from one’s home surroundings is the first prerequisite of the
idea of escape. In this condition, which is also known as liminality, one is caught
between two realities: the one in which one has left behind their home
surroundings and the one in which they are physically there but not a part of what
is going on there. As a result of being a tourist, one’s home environment
becomes alienated, which is referred to as a space-related liminality. As a result,
liminal locations like beaches (between land and sea) are frequently chosen. One
of the main causes seems to be leaving the workplace temporarily. For instance,
each year tens of thousands of Italian visitors go on charter flights to Cuba to
stay at a five-star beach resort with Italian-speaking personnel, Italian food, and
Italian music and television. There is no alienation from their home society in the
escape aspect, which relates to a liminality associated with space. There are
additional instances where visitors actually renounce their social standing and so
provide the possibility of meeting requirements at the third or fourth levels of
Pearce’s pyramidal structure. In that situation, it would concern the specific
tourist who valued their physical and spiritual well-being.
NOVELTY AS A FACTOR OF TRAVEL MOTIVATION
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and has a reasonably clear concept of where he or she wants to go. His
fundamental need stems from the sense of lack he has felt in his family
environment. Contrary to a deficit, this defect is a social construct that is
subjective. The traveler must choose alternative routes if he is unable to meet
this shortcoming (and its associated necessity).
Novelty as a primary travel motivation may also refer to intangibles like
specific feelings or profound spiritual encounters. Examples include ecstasy and
agony. The so-called “black tourism” industry has grown rapidly in the twenty-first
century, where bad experiences based on catastrophes or maybe concentration
camps may result in experiencing strong emotions that have been pre-selected
and are under control (Tourism theories, 2014).
RELATIONSHIP AS A FACTOR OF TRAVEL MOTIVATION
and has a reasonably clear concept of where he or she wants to go. And
knowing that these two are the most basic criteria, and if they are not met, a
person will be unable to fulfill further wants or reach self-actualization. These
requirements were listed in Abraham Maslow’s Hierarchy of Needs, which
contained all of the needs that a human being requires. The theory of Maslow’s
15
hierarchy of needs also includes the concept of “acceptance”. And at this level,
human behavior is motivated by the need for emotional relationships. And it is
important for people to feel loved and accepted by others in order to avoid
feelings of loneliness, unhappiness, and worry. Personal interactions with friends,
family, and lovers are essential, as is membership in groups such as religious
organizations, sports teams, reading clubs, and other group activities (Julia
Thomas, 2022).
SELF-DEVELOPMENT AS A FACTOR OF TRAVEL MOTIVATION
In line with tourism theories (2014), travel requirements and motivations
may also arise from an inner need to learn about new things. This sort of tourist
has a reasonably definite concept of where he wants to go, and he is not
traveling away from home (as with escape), but rather toward a set goal. His
basic need stems from a sense of lack he has felt in his family environment. This
deficit (as opposed to a shortage) is subjective and social in nature. If the traveler
is unable to meet this shortfall (and its related requirement), he must seek
alternative routes.
Once at a place, this tourist abandons his social standing and engages in
the liminal activity of being a tourist. The desire to learn new things, explore
various cultures, know oneself, and examine one’s own body are all fundamental
components of this personal quest. This corresponds to the top three levels of
Maslow and Pearce’s pyramid theories. The way travelers gaze around, free of
16
social duties and relationships, translates into unfettered absorption of
sensations and their subsequent processing into experiences. The aspect of
search is about pursuing psychological fulfillment through a trip to a destination
other than one’s own.
Cultural tourism is focused on the principle of discovery, and it may
involve spiritual or religious encounters. In a culture where individuals are finding
it increasingly difficult to develop themselves and their personal emotions of
identification, oneself and one’s own identity are essential sources of traveler
motivation. Other forms of impacts may result from alienation from one’s native
surroundings. After the initial cultural restraints have been lifted during a
vacation, travelers may engage in behaviors to satisfy demands that are not
permitted in their own nation or area. As instances, sex and drug tourism show
the evil side of human nature.
TRAVEL PREFERENCES
Preferences in travel behavior form part of personal lifestyle, and may
influence both how and why people travel (Chen, Huang, & Cheng, 2009; Hsu,
Tsai, & Wu, 2009; Lanzendorf, 2002). Moreover, travel preferences are the
things and locations that people want to do and visit. Millennials, often known as
Generation Y, have a significant impact on the travel and tourism sector as they
approach their prime earning years and purchasing power. They explore more
places, travel more often, and are continuously looking for information and novel
17
experiences (Sofronov, 2018). They are now active travelers who are beginning
to develop their travel motivations and influence their beliefs and conduct
(Rebollo, 2018). Tourism stakeholders must comprehend millennials and their
travel tastes in order to get into this market.
The degree of travel preferences of millennials in a highly urbanized city in
the Philippines are thus described in this research in terms of attractions, type of
lodging, mode of transportation, food, and beverage. Moreover, Mehmetoglu et
al. (2001) stated that explanations for traveling can be related to a certain travel
style, meaning that because of the influence individuals may have a preference
for choosing travel companions like family and friends or traveling alone
depending on their way of life.
DESTINATION FEATURES AS A TRAVEL OF PREFERENCES
Tourists’ expectations while traveling to a specific location are influenced
by a variety of factors, including the location’s culture, architecture, gastronomy,
infrastructure, geography, events, and shopping. These characteristics draw
visitors to the area and enhance their entire travel experience. They are all
essential components of the destinations and have a big impact on how
successful they are. The influence on the economic growth of cities makes it
particularly important to research the market segment for urban tourism.
TRAVEL STYLE AS A TRAVEL PREFERENCES

18
This theme included the codes of alone, with friends, and with a partner. A
description based on the individual degree of familiar-seeking versus novelty-
seeking preferences as measured by the International Tourist Role Scale. Every
traveller has its own unique travel style that reflects the personality, and thanks to
the style, people explore a foreign country in a way that suits them the best.
In addition, according to Elaine Chiang Ling Yang (2021), that solo travel
is an evolving and adaptable based on individual travel experiences, which varies
circumstances. The two main types of solo travel are "alone by circumstance"
and "solo by choice," with transforming experiences, freedom, and flexibility
serving as the primary motivators for solitary travelers while projected self-
discovery and freedom serve as the primary drivers for potential solo travelers.
Moreover, Xavier Matheucci (2022) stated that intimacy of places, quality time,
disclosure, navigating difficulties, and relational realizations or a sense of
discovering oneself through shared experiences were found to be the five key
themes that underlie friendship relationships in a tourism environment.
Furthermore, Agate, et al., (2009) it has been discovered that engaging in
leisure activities together as parents and kids strengthens family links and
maintains family cohesion. These family-centered activities can produce a
special moment that strengthens connections, attachment, and bonding. Children
may learn to share and get along better with others as a result. It may also foster
loyalty within the family and improve family interactions (Lehto, et.al., 2009). Yet,
couples who spent more time together during their travels, such as
communicating effectively and displaying affection. Regardless of the number of
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holidays, couples who engaged in new activities or experiences together
reported better levels of flexibility and cohesion after their trips (Mojtaba
Shahvali, et al., 2019).
ACCOMMODATION AS A TRAVEL PREFERENCES
According to Setzer and Munavist (2009) in Simarmata et al. (2017)
accommodation is everything that is provided to meet someone's needs when
traveling. Accommodation can be a place where a tourist can stay, rest, eat,
drink, bath, and so on. National Institute of Open Schooling (2020) states that
accommodation is one of the basic needs for any tourism activity. Travelers and
tourists need lodging for rest, while they are on a tour. Accommodation in the
form of low budget lodges/hotels to world class luxury hotels is available at all the
major tourist destinations to provide the tourist a home away from home. These
are establishments that provide a place for the tourist to stay i.e., lodging facilities
which are paid for the duration of the stay by the tourist. There are various types
of accommodation which are being used by tourists regularly. Travel agents and
tour operators generally include one of the following types of accommodation in
the itinerary.
Nutsugbodo (2016) also suggested that within the framework of the
hospitality and tourism industry, accommodation plays a very significant role.
Accommodation, thus, is an indispensable element in the development and
promotion of tourism in any destination. The scope and quality of accommodation
facilities available can both mirror the extent of tourism development at the
20
destination and also persuade visitors to choose that destination. Tourist
accommodation as an establishment which offers its facilities and services to
individuals or groups. Examples include, but are not limited to hotels, motels,
guesthouses, and company apartments/chalets. However, in its entirety, it can be
defined as any facility that provides a psychological base for tourists or
individuals who are temporarily away from their usual place of residence or work
(O. A. Akyeampong, (2007).
As stated by Dei Mensah & Mensah (2013) principally, bedrooms are the
primary products that accommodation facilities offer to their clients. This,
nevertheless, a host of other facilities and services offered for sale include
restaurants and bars (food and beverage), recreational amenities (swimming
pools, tennis courts, horse riding), health facilities (spas) and conference and
meeting facilities among others for use by visitors. In modern times,
accommodation facilities place great emphasis on conferencing and meetings as
a result of the growth in business tourism. Moreover, according to Act No. 10 of
2009 Concerning Tourism released by Ministry of Tourism and Creative
Economy of Republic of Indonesia, tourism business shall mean the business
providing the goods and/or services for the fulfillment of the tourists’ need and
tourism administration. By this, tourism business shall cover 13 categories,
including accommodation provision. Regarding to this law accommodation
provision business shall mean the business providing the inn service that can be
equipped with the other tourism service. The accommodation provision business
may in terms of hotel (classified hotel and non-classified hotel), villa, cottage
21
(including homestay), campground, caravan stopover, and other accommodation
used for tourism purpose.
TRAVEL ITCH
The new ideas in travel and tourism literature are accompanied by
changes in the travel habits of contemporary tourists. Travel itch should be
brought up in tourism literature and in the minds of academics as one of these
ideas.
An “itch” is a discomfort that makes you want to scratch, according to
medical literature. And when it is scraped, it is enjoyable (Bautista, Wilson and
Hoon 2014). The topic of itch in medicine has been the subject of several
investigations. However, this study is the first to use the idea in literature on
social science and tourism.
Toksöz, apar, and Dönmez (2021) give the notion its first literal definition
as “sensation or desire that causes the individual to travel continually, feeling to
move after remaining stationary for a long time, and thinking there are many
locations to be seen and many activities to be done.”
In literature, the desire to travel is emphasized by a number of ideas, such
as “Wanderlust,” “travel desire,” “travel motive,” and “travel intention.” As
opposed to want, which is defined as “a state of mind in which an agent has a
22
personal drive to carry out an action or to attain a goal” (Perugini and Bagozzi
2004, 71). The urge to travel is an emotion (Gursoy et al. 2022). According to
Gray (1970), wanderlust is a sort of tourism activity engaged in by travelers who
seek out novel and unexpected experiences (cultures and locations) (Hyde and
Lawson 2003). When there are no financial or other constraints, travel desire is
described as “the individual expression of lust, or want to undertake a specific
sort of journey or to visit a certain place” (Larsen et al. 2011, 270).
Travel motivation is described as a crucial stage that influences decisions
about trip before actual travel (Mansfeld 1992). Travel intention, on the other
hand, reflects a person goal to travel. It is a mental process that propels a person
to action and changes motivation into actual conduct. And occasionally thought
to be more efficient than behavior to understand the human mind (Jang et al.
2009). Perugini and Bagozzi (2004: 72) assert that there are three ways in which
desire and intention are different. First, it is anticipated that desired actions would
be harder to carry through than intentions. Second, aspirations are expressed as
time-indefinite and are deferrable until the subsequent decision-making is
scheduled. However, intentions tend to be more present-focused. Intentions,
which are action-connected, suggest a commitment and are a component of
planning to realize objectives rather than wants. As a result, wishes should be
separated from ideas like intents, attitudes, and aims, according to Perugini and
Bagozzi (2004,72).
These ideas, however, in no way relate to the idea of travel itch. Travel
itchers feel the discomfort of not being able to travel and try to lessen this
23
discomfort by doing some travel related actions such as watching travel
videos/photos, making plans for next trip, reading travel blogs, etc. Desire itself
comprises motivation to perform an action, tend to less perform and time
indefinite. Because one feels happy and relaxed when it is scratched. This
scratching continues during the course of the action (travel), and after the trip is
finished, discomfort from itching (Exhibiting the same behavioral traits)
reappears, continuing the cycle (Capar, Toksoz and Pala forthcoming 2022). No
matter how difficult it is, when a journey is ended, it will happen again, as Roy
(1990) said. Anyone who has traveled at least once tends to categorize that
process.
In order to understand travel itch, a novel idea in tourist literature, it is
required to investigate it. To fully comprehend the causes and effects of travel
itch, additional study is also required.
In this study, travel itch is treated as a concept that examines travel
motivations as well as travel itcher characteristics. Based on the data, it is
attempted to explain itchers’ travel reasons within the framework of motivation
theories and to re-define the notion.
24
RESEARCH METHODOLOGY
Research Design
This research used quantitative research design. This type of research
design is a structured way of collecting and analyzing data obtained from the
respondents. It also involves the use of computational, statistical and
mathematical tools to derive results. The researchers used purposive sampling in
gathering the data. The goal of this study is to determine the concept of travel
itch by revealing the travel motives and characteristics of individuals who have
travel itch within Misamis Occidental.
Research Environment
The research was conducted in the cities and municipalities of Misamis
Occidental. The Province of Misamis Occidental straddles ecological frontiers,
home to promising ecotourism destinations. From cascading waterfalls, towering
peaks, enchanting mossy forests, hidden lakes to cultural and historical sites,
Misamis Occidental has the things to give you a lifelong adventure and tour.
25
Specifically, the study was conducted on the cities or municipalities where the
researchers are based and will find a respondent according to the needs of this
study.
Research Respondents
The respondents of the study are the travelers who have travel itch in
Misamis Occidental. Using the method of purposive sampling, the researchers
will conduct the study to 150 selected individuals who are in the premises during
the time of the study. Purposive sampling ensures that the findings received from
sample are close to those obtained if the full population was measured. The
benefits of using a purposive sampling helps the researchers make the most out
of a small population of interest and arrive at valuable research outcomes.
Purposive sampling is the simplest way leads to better insights and more precise
research results.
Research Instrument
The survey instrument is developed on Travel Career Pattern by Pearce
and Lee, (2005). The questionnaire consists of 3 parts. The first part has 6
attributes. The second part has 4 attributes with 5 indicator and the third part has
3 attributes with 3 indicators.
Data Gathering Procedure
The researchers will be giving a letter of approval to the dean of the SBAM
department to conduct the study. The researcher must then secure an approval
26
letter to conduct the survey in Misamis Occidental. Upon the approval of the
dean, the researcher will be conducting their study to their locale area to obtain
the result. The study will be conducted among the 150 respondents in their locale
and the researchers will be giving the consent letter to the respondents. Upon the
consent and approval of the respondents each of them will be given a survey
questionnaire to conduct our study. With the use of a questionnaire, we can
obtain quality and reliable results for our research.
Data Analysis
The collected information will be analyzed, and after carefully reading the
respondents' responses, the key points of their responses should be noted. To
quantify the significant travel motivation and preferences, the researchers will
analyze the data using descriptive statistics, which includes the weighted mean
and frequency formula. This is done to identify the driving factors behind travel
motivation, such as escape, novelty, relationships, and self-development. In
addition, to ascertain travelers’ preferences for destination features, travel style
and accommodation of travel itchers in Misamis Occidental.
Rating Scale Hypothetical Range Adjectival Equivalent
4 1.00- 1.74 Strongly Disagree
1 1.75- 2.49 Disagree
3 2.50- 3.24 Agree
2 3.25- 4.00 Strongly Agree
Figure 2 : Scales and Analysis

27
Figure 3 : Average Weighted Mean
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents the data gathered, the statistical analysis result, and
the interpretation of the findings. These are presented in tables following the
sequence of the specific research problem regarding the travel motivations and
preferences of the travel itchers in Misamis Occidental.
The
following tables presents the demographic profile of the travel itchers in Misamis
Occidental.
28
Table 1
Age of the Respondents
AGE FREQUENCY PERCENTAGE
18-24 years old 73 48.7
25-30 years old 33 22.0
31-35 years old 21 14.0
36-40 years old 23 15.3
Total 150 100.00
The frequency and percentage distribution of the respondents by age
group are shown in Table 1. Of the 150 respondents, 73 (or 48.70%) are
between the ages18 and 24, 33 (or 22.00%) are between the ages of 25 and 30,
21 (or 14.00%) are between the ages of 31 and 35, and 23 (or 15.30%), are
between the ages of 36 and 40. The result shows that most respondents are
within the age bracket of 18 to 24 years old. According to Riyanka Roy (2018),
You have more energy and enthusiasm, you don't have many responsibilities to
deal with, you are not afraid of meeting new people and making new friends, you
will learn to appreciate the finer things in life, you'll be able to learn from
occasional mistakes and be a better planner, you'll have your own stories to
share with others, and you can even make a career out of it, and you'll get to
know yourself better. One of the best things about traveling in your twenties is
that you'll learn to know yourself better. It's the greatest time to figure out your
29
own skills and shortcomings, as well as what you enjoy and dislike. You'll be able
to pursue your interests while also learning new things.
Table 2
Sex of the Respondents
SEX FREQUENCY PERCENTAGE
Male 57 28.0
Female 93 62.0
Total 150 100.00
Table 2 presents the respondents' frequency and percentage distribution
regarding their sex. Of 150 respondents, 57(or 28.00%) are male, and 93(or
62.00%) are female. The result shows that most respondents were female.
According to Simona Novakova (2018), Women travel in a different ways than
males. Women, it turns out, prefer adventurous travel and learning about
different cultures. Women like learning new skills, such as how to row a boat, ride
a horse, and participate in other outdoor activities. Women appear to appreciate
connecting with people from diverse cultures through community service projects
in other countries.
Table 3
Educational Attainment of the Respondents
Educational Attainment FREQUENCY PERCENTAGE
High School Graduate 22 14.7
30
College Graduate 64 42.7
Post Graduate 64 42.7
Total 150 100.00
The frequency and percentage distribution of the respondents' educational
attainment are shown in Table 3. There are 22 (or 14.70%) high school
graduates, 64 (or 42.7.00%) college graduates, and 64 (or 42.70%) post-
graduates among the 150 respondents. Result shows the majority of
respondents are college graduates and post-graduates. Base on this table’s
results, college graduate and post graduate has the same frequency and
percentage level, because according to Hailey Hirst (2022), you can de-stress it
will assist you in viewing your life in the perspective of the whole world. You will
see that minor issues are insignificant in the grand scheme of things. You will
understand more about life in some broad inarticulate sense. It may not be a
great surprise, but while you're out in the world, you're absorbing everything and
cogs are turning within you. By traveling while you are young, you will extend
your horizons rather than being bogged down by the responsibilities of being
successful at home soon after graduation and needing a vacation.
Table 4
Occupation of the Respondents
Occupation FREQUENCY PERCENTAGE
Government Employee 43 28.7
31
Private Employee 53 35.3
Student 54 36.0
Total 150 100.00
Table 4 shows the frequency and percentage distribution of respondents'
occupation. Of the 150 respondents, 43 (or 28.70%) are government employees,
53 (or 35.3%) are private employees, and 54 (or 36.00%) are students. The
result shows that most of the respondents were students. Students have the urge
to travel because they want to experience new things in life and Students have
opportunities to explore what they are capable of completing on their own while
away from home and the ease of a regular support system. Traveling allows
students to grow in ways that would be impossible to attain without moving
outside of their comfort zone. According to Good News Travel (2021), travel
brings teachers and students together in settings other than the classroom.
Students can enhance their ties with their teachers by connecting with them in
this manner.
The following table presents the travel motivations of individuals who have
travel itchers in Misamis Occidental.
Table 5
Escape/ Relax
Items Mean Verbal

Score Interpretation
Escape/ Relax
1. I want to travel to relax my mind and body. 3.59 Strongly Agree
32
2.I Need to be away from daily routine. 3.26 Strongly Agree
3. I have been feeling out of place between living 2.97 Agree

abroad and my home country, feeling stuck in a
routine.
4. I need to escape from my problems. 3.24 Agree
5. I want to try new things. 3.59 Strongly Agree
Weighted Mean 3.33 Strongly Agree

Note: Scale: 1.0-1.74 (Strongly Disagree); 1.75-2.49 (Disagree); 2.50-3.24 (Agree); 3.25-4.0 (Strongly
Agree)
Table 5 shows the overall travel motivation of individuals who have travel
itchers in terms of escape/ relax, with a composite mean of 3.33 interpreted as
strongly agree. The attribute “I want to travel to relax my mind and body” and “I
want to try new things” were both ranked the highest with a weighted mean value
of 3.59, interpreted as strongly agree. The attribute “I have been feeling out of
place between living abroad and my home country, feeling stuck in a routine” got
the lowest mean value of 2.97, interpreted as agree. The table above reveals that
travel itchers want to travel for relaxation, indicating that people must be in need
of relaxation from work, from school and other personal matters that they want to
escape. A vacation is needed to get away from the routine of daily life and do
something different. A vacation doesn't need to be long or expensive to be
successful however, it is pleasant and energizing to take a few days off from
work without checking professional or personal email or checking in with your
workplace. According to U. P. M. C. 2018, A relaxing journey will also reduce
stress, promote emotional wellness, and provide a fresh perspective on your
career. A nice vacation has physical benefits such as lower blood pressure and
33
stress hormones. Coming to work well-rested and refreshed will allow you to
handle missed duties in stride. Vacation has long-term benefits that can boost
everything from your profession to your social life.
Table 6
Novelty
Items Mean Verbal

Novelty
1. I want a new Travel experience. 3.79 Strongly Agree
2.I have felt the special atmosphere of destination. 3.39 Strongly Agree
3. I want to build new memories about my travel. 3.48 Strongly Agree
4. I have sense of knowing that there is a lot to 3.46 Strongly Agree

experience and discover somewhere outside.
5. I can say insatiable desire for a trip and be curios 3.36 Strongly Agree
to the world.

Agree)
itchers in terms of novelty, with a composite mean of 3.50 interpreted as strongly
agree. The attribute “I want a new Travel experience” ranked the highest with a
weighted mean value of 3.79, interpreted as strongly agree. The attribute “I can
say insatiable desire for a trip and be curios to the world” got the lowest mean
value of 3.36, interpreted as strongly agree. The table indicates that the more
people travel, they more they want to feel new travel experience because it can
be what is trending, they want to feel something new or maybe it can open up
34
their horizon through self-development or business. Attempting new things not
only allows us to overcome our anxieties, but it also allows us to broaden our
horizons and learn both about the special product and about ourselves. Then
there's the excitement. There's nothing quite like or as remembered as the
pleasure of a new encounter. According to Trickett, C. 2022, Travel encourages
us to leave our comfort zones and see, taste, and try new things. It continuously
challenges us to not only adapt to and explore new environments, but also to
engage with new people, embrace new and significant experiences, and share
them with friends and loved ones.
Table 7
Self-Development
Items Mean Verbal

Novelty
1. I am satisfying my personal interests. 3.36 Strongly Agree
2.I want to know of what I am capable of. 3.33 Strongly Agree
3. I am getting a sense of accomplishment. 3.34 Strongly Agree
35
4. I want to develop my skills and abilities. 3.31 Strongly Agree
5. I want to meet new culture, new people, and 3.54 Strongly Agree
beauties hidden from mass tourism.

Agree)
itchers in terms of self-development, with a composite mean of 3.38 interpreted
as strongly agree. The attribute “I want to meet new culture, new people, and
beauties hidden from mass tourism” ranked the highest with a weighted mean
value of 3.54, interpreted as strongly agree. The attribute “I want to develop my
skills and abilities” got the lowest mean value of 3.31, interpreted as strongly
agree. Travel itchers, as shown in the table above, desire to meet individuals
from various cultures in order to connect with the rapidly changing world, learn
their habits, acquire new methods of completing activities, and comprehend them
from a personal standpoint. Explore places that can give them new adventures
and experiences, mingle with people with different identities to learn from them
and be able to converse and teach it to their family or friends. The planet is made
up of people from various civilizations (Lesadmin 2021). Exposure to diverse
cultures, wherever possible, helps you accept and appreciate people who are
different from you. Also, the more people engage with varieties of individuals
from other cultures, the more they respect and value them.
Table 8
36
Relationship
Items Mean Verbal

Relationship
1. I want to experience new things with my family. 3.73 Strongly Agree
2.I get a chance to know more about my friend’s 3.52 Strongly Agree
behavior.
3. I feel satisfied travelling with my family. 3.63 Strongly Agree
4. It makes me feel more connected when travelling 3.57 Strongly Agree

together with my lover.
5. I feel more excited to travel with my loved ones. 3.63 Strongly Agree

Agree)
itchers in terms of relationship, with a composite mean of 3.62 interpreted as
strongly agree. The attribute “I want to experience new things with my family”
ranked the highest with a weighted mean value of 3.73, interpreted as strongly
agree. The attribute “I get a chance to know more about my friend’s behavior” got
the lowest mean value of 3.52, interpreted as strongly agree. Experiencing new
things with the family can help the family to learn things from one another, as
stated in the table above, most travel itchers want to travel with their family.
Younger members in your family can be guided by the adults and adults can fund
and take care of the younger ones. These travels can create memories and can
mend the bonds more as a family. According to Wesselman S. et al 2023, One of
the most satisfying experiences you can have is traveling with your family.
37
Families can strengthen their bonds by traveling to a different city or nation.
Children can learn new skills. They develop a deeper knowledge of the
increasing world around them. Adults can move at a more leisurely pace. They
get a stronger respect for life as a result of the memories they create.
The following table presents the travel preferences of individuals who
have travel itchers in Misamis Occidental.
Table 9
Destination Features
Destination Features FREQUENCY PERCENTAGE
1. The scenery/ natural attractions are 46 30.7

memorable
2. The place is unpolluted/ unspoiled. 12 8.0
38
3. I experienced variety of attractions in 32 21.3
place.
4. The place is secured and I feel safe. 17 11.3
5. The place is clean and hygienic. 14 9.3
6. The residents I encountered are friendly 18 12.0

and hospitable.
7.I easily reached thedestination/Accessible. 11 7.3
Total 150 100.00
The frequency and percentage distribution of destination features are
shown in Table 9. Of the 150 respondents, 46 (or 30.70%) stated that "the
scenery/natural attractions are memorable," 12 (or 8.00%) stated that "the place
is unpolluted/unspoiled," 32 (or 21.30%) stated that "the place is secured and I
feel safe," 14 (or 9.30%) stated that "the place is clean and hygienic," 18 (or
12.00%) stated that "the residents I encountered are friendly and hospitable,"
and 11 (or 7.30%) stated that “I easily reached the destination/Accessible”.
According to the results, the majority of respondents chose "The scenery/natural
attractions are memorable" as a destination feature. As the table shown above,
travel itchers mostly travel for the scenery/ natural attractions that are
memorable. Being in nature, or even seeing nature sights, decreases anger, fear,
and tension while increasing pleasant sentiments. Nature not only makes you
feel better emotionally, but it also improves your physical health by lowering
blood pressure, heart rate, muscle tension, and the generation of stress
chemicals. Travelers expect to enjoy various and one-of-a-kind experiences
while traveling that will enhance them and stay with them for a long time.
39
Meaningful and lasting experiences are essential for future decision-making.
Many tourists travel to a region with the desire to enjoy the natural environment
and the opportunity to participate in various outdoor activities (Lončarić, D. et al
2021). Because tourism is fundamentally an experience-based industry, only
remarkable or memorable experiences effect tourists' pleasure and post-
purchase behavioral intentions.
Table 10: Travel Style
Table 10
Companion of Respondents
With whom do you travel or you prefer to FREQUENCY PERCENTAGE

travel?
1. Friends 55 36.7
2. Family 66 44.0
3. Colleague 14 9.3
4. Tourist Group 15 10.0
Total 150 100.00
Table 10 shows the frequency and percentage distribution of respondents'
companion in traveling. Of the 150 respondents, 55 (or 36.70%) prefer to travel
with their friends, 66 (or 44.00%) prefer to travel with their family, 14 (or 9.30%)
prefer to travel with a colleague, and 15 (or 10.00%) prefer to travel with a tourist
group. The result shows that majority of the respondents prefer to travel with their
families. Families can spend uninterrupted time together away from life's daily
40
distractions and lengthy working hours. Even the most mundane activities, such
as a dinner, can become treasured recollections. According to Pederson C.
2022, holidays with family can provide an opportunity for bonding at a slower
pace and in a different atmosphere than you would ordinarily enjoy at home.
Given that you spend a lot of time in school, even if you do a lot of essay writing,
you see your friends a lot, and a family vacation would help reconnect with the
family, which can be a really refreshing experience. You could pick up and
incorporate new cultures or habits that everyone enjoyed on the trip and that
work for everyone. It is an excellent way for the family to learn from their
experiences.
Table 11
Mode of Transportation
What is your preferred mode of domestic FREQUENCY PERCENTAGE

transportation?
1. Bus 47 31.3
41
2. Air 33 22.0
3. Water 48 32.0
4. Private Car 22 14.0
Total 150 100.00
Table 11 shows the frequency and percentage distribution of modes of
domestic transportation. Of the 150 respondents, 47 (or 31.30%) prefer to travel
by bus, 33 (or 22.00%) prefer to travel by air, 48 (or 32.00%) prefer to travel by
water, and 22 (or 14.00%) prefer to travel by private car. The results show that
the majority of respondents prefer water transportation in domestic travel.
Considering that the Philippines is an archipelagic country, it is evident that most
people who travels in the Philippines is through water transportation. According
to Francisco, K. 2021, Transport infrastructure is a critical component in attaining
balanced growth in an economy. In an archipelagic country like the Philippines,
the water transport industry, in particular, plays a significantly larger role.
Table 12
Length of Stay
What is your preferred length of stay of FREQUENCY PERCENTAGE

the domestic destination?
42
1. Same day 13 8.7
2. 2-3 days 70 46.7
3. 4-5 days 67 44.7
Total 150 100.00
Table 12 shows the frequency and percentage distribution of the length of
stay. Of the 150 respondents, 13 (or 8.70%) prefer to stay on the same day, 70
(or 46.70%) prefer to stay for 2 to 3 days, and 67 (or 44.70%) prefer to stay for 4
to 5 days. The results show that the majority of respondents stayed 2 to 3 days in
their domestic destination. Since the respondents are mostly students, 2-3 days
of travel are mostly the days they can travel and it can happen sometimes during
weekends. For students, weekends are the days where they can travel and visit
tourist destination during their academic years. To escape from stress from
school works and academic stress, 2-3 days of their weekends can be used for
their travel. Lee F. 2018 stated that weekends are valuable because they are the
only days of the week when most individuals can avoid working, studying, and
generally being sedentary without feeling guilty. Weekends are ideal for venturing
further afield. Traveling not only gives you two full days of fun, but it also helps to
broaden your thinking and improve your life experiences.
Table 13
Purpose of Travel
Why do you want to travel? FREQUENCY PERCENTAGE
1. Road Trip 41 27.3
43
2. Business or Work 14 9.3
3. Leisure 54 36.0
4. Therapy or Medical 9 6.0
5. Visit the relatives 32 21.3
Total 150 100.00
Table 13 shows the frequency and percentage distribution of the purpose
of travel. Of the 150 respondents, 41 (or 27.30%) travel for a road trip, 14 (or
9.30%) for business or work, 54 (or 36.00%) for leisure, 9 (or 6.00%) for therapy
or medical, and 32 (or 21.30%) visit relatives. The results show that the majority
of respondents travel for leisure. Leisure travel is a way for many people to
reward themselves after a long day's work, however for others, it is an
unbreakable routine. Everyone, both elderly and young alike, adore traveling.
Leisure travel could involve relaxing on a cruise, on the beach, or taking pre-
planned trips on a bus with a large group of other people. Finding the next great
adventure, getting lost in astonishing and exotic areas, tasting exotic foods, and
backpacking from place to place are all examples of leisure travel. Everything is
possible for them, which makes traveling more exciting. The objective and
motivation for a visit are referred to as a leisure excursion. Travels for leisure,
recreation and holiday purposes beyond the typical environment are usually
performed for relaxation (Statistics Finland 2021). The visitor decides to take the
tourist trip as an activity unrelated to his or her employment, and the vacation is
frequently paid for with household cash. Thus, whether you go sightseeing, to
museums, temples, beaches, historical sites, jungles, mountains, parks,
44
aquariums, sailing, hiking, or whatever activity floats your boat, you come back
changed and for the better.
Table 14
Type of Vacation
What types of vacation would you prefer? FREQUENCY PERCENTAGE
1. Trip to Abroad 33 22.0
2. Solo Trip 12 8.0
3. Group Trip 64 42.7
4. Beach Trip 41 27.3
Total 150 100.00
Table 14 shows the frequency and percentage distribution ofthe type of
vacation. Of the 150 respondents, 33 (or 22.00%) prefer a trip abroad, 12 (or
8.00%) prefer a solo trip, 64 (or 42.70%) prefer a group trip, and 41 (or 27.30%)
prefer a beach trip. The results show that the majority of respondents prefer to go
on a group trip. Traveling in a group is more enjoyable. You don't have to worry
about safety or moving around as much, which allows you to relax and enjoy
yourself more fully. You may also meet people from quite different backgrounds
than you, which allows you to see your activities from new angles, improving the
journey. According to We Travel Academy 2021, traveling in groups allows you to
share experiences with your friends and family, which can lead to greater bonds.
Group travel allows you to meet new people and create new friends. You'll meet
people who are as passionate about travel and may have had comparable
45
experiences to yours. And even if you don't instantly, you'll quickly produce some
during the journey! Traveling with people is the ultimate bonding experience.
Group travels will provide you the opportunity to discover fresh perspectives,
whether via the journey itself or through interactions with other travelers. Group
vacations, like any other type of travel, allow you to broaden your perspectives
and outlooks.
Table 15: Accommodation
Kind of Accommodation
What kind of accommodation would you FREQUENCY PERCENTAGE

prefer while you are traveling?
1. Hotel 121 80.7
2. Hostel 1 0.7
3. Motel 10 6.7
4. Lodging House 18 12.0
Total 150 100.00
Table 15 shows the frequency and percentage distribution of
accommodation types while traveling. Of the 150 respondents, 121 (or 80.70%)
prefer hotels, 1 (or 0.70%) prefer hostels, 10 (or 6.70%) prefer motels, and 18 (or
12.00%) prefer lodging houses. The results show that the majority of
respondents prefer hotel accommodations. Since travel itchers are visiting
another place or destination, they prefer to stay at a place that offers all basic
needs that they can used, thus, being in a hotel answer that need. Giving travel
46
itchers plenty of options, whether it's selecting from a menu of accommodation
improvements or choosing between resort activity packages, is always a good
idea. Blackburn S. 2022 stated that when people travel, they always want to
make sure we're not causing too much effort or inconvenience for the folks with
whom they're staying. The same is true for the tourists. Thus, staying in a hotel
typically alleviates that concern because the hostess has less work to perform,
allowing guests to relax and enjoy the holiday.
Table 16
Accommodation Facilities
What are you looking for in your FREQUENCY PERCENTAGE

accommodation?
1. Has a free Wi-Fi 68 45.3
2. Has a Restaurant 49 32.7
3. Has a swimming pool 15 10.0
4. Has a bar 15 10.0
5. Has a Body Fitness Gym 3 2.0
Total 150 100.00
Table 16 shows the frequency and percentage distribution of searches for
lodging facilities.Of the 150 respondents, 68 (or 45.3%) have a free Wi-Fi, 49 (or
32.70%) have a restaurant, 15 (or 10.00%) have a swimming pool,15 (or
10.00%) have a bar, and 3 (or 2.00%) have a body fitness gym. The results show
that the majority of respondents searches for free Wi-Fi in lodging facilities.
47
Having access to free and fast WiFi while staying in a hotel allows guests to stay
in touch with their family and friends, and happy guests mean better hotel
experiences. Whether they want to upload a photo to their social network
accounts or make a Skype chat with their family, having free and fast internet
connection will help them feel calm and happy. Marcus & Kristin 2017 stated that
visitors regard this amenity as critical to their hotel experience. Guests would
leave a hotel that did not provide free and fast Internet, which is bad news for
hotels that do not want to get started.
Table 17
Type of Room
What kind of room do you prefer? FREQUENCY PERCENTAGE
1. Single Room 35 23.3
2. Double Room 33 22.0
3. Suite Room 52 43.7
4. Matrimonial Room 30 20.0
Total 150 100.00
The frequency and percentage distribution of the type of room are shown
in Table 17 A single room was preferred by 35 (or 23.30%) of the 150
respondents, a double room by 33 (or 22.00%), a suite room by 52 (or 43.70%),
and a matrimonial room by 30 (or 20.00%). Result showed that the majority of
respondents preferred a suite room. For travel itchers to feel the best of
experience, as shown in the table above, they would likely prefer suites room to
48
receive the most of the service the hotel offers and the best satisfaction during
their travel. Hotel suites are more expensive than other types of lodging, but they
do provide a greater selection of amenities for the extra dollar. There will also be
a modest living room with seats, a table, and a couch bed in the hotel suites.
Most bedroom sections will also be split, either partially or completely.
Roommates are given more space to unwind, which is very important for
business travelers. Traveloka PH 2023 explained that suite rooms are the largest
rooms in hotels and frequently include a living area, a dining room, and additional
bedrooms. It's a great option for individuals who need extra space or want to
entertain other visitors during their stay.
Table 18
Additional Services
What additional services in your FREQUENCY PERCENTAGE

accommodation do you prefer?
1. Breakfast 86 57.3
2. Body Massage 30 20.0
3. Laundry Services 18 12.0
4. House Keeping Services 16 10.7
Total 150 100.00
The frequency and percentage distribution of additional services in
accommodation is shown in Table 18. Breakfast is preferred by 86 (or 57.30%)
of the 150 respondents, body massage is preferred by 30 (or 20.00%), laundry
services are preferred by 18 (or 12.00%), and housekeeping services are
49
preferred by 16 (or 10.70%). Results shows that the majority of respondents
prefer breakfast as an additional service in their lodging. It doesn't cost them
anything, and customers are glad to get something for free, so they are more
inclined to stay at that hotel and leave with positive memories, making them more
likely to remain with that brand of hotel the next time they go. A happy tummy
makes everyone happy. A complimentary breakfast is provided because it may
be difficult for travelers to discover restaurants and cafes that are open in the
early hours of the morning (Shenoy, S 2022). Hotels provide a free breakfast
plate to dissuade guests from starting on sightseeing tours and traveling on an
empty stomach. Customers are attracted to pay and test out the hotel's evening
and lunch menus by the hotel's superb free breakfast. It's an added advantage
for the property.
Table 19
Length of Stay for Accommodation
What is your preferred length of stay of FREQUENCY PERCENTAGE

the accommodation?
1. Same day 13 8.7
2. 2-3 days 67 44.7
3. 4-5 days 70 46.7
Total 150 100.00
The frequency and percentage distribution of the length of stay for
accommodation is shown in Table 19. Of the 150 respondents,13 (or 8.70%)
preferred to stay on the same day, 67 (or 44.70%) preferred to stay for 2 to 3
50
days, and 70 (or 46.70%) preferred to stay for 4 to 5 days. Results shows that
the majority of respondents stayed in their accommodations for 4 to 5 days. A 4-5
days trip is a good duration for a long weekend getaway because it allows folks
to visit a new area without spending too much time off work. Coleman 2022
stated that when employment grow difficult to find and hold, people are also
becoming increasingly concerned about their income, investing long hours at
work at the sacrifice of other vital elements of their lives. Overall, people travel for
4-5 days for a variety of reasons, including relaxation, cost and time constraints,
special occasions, work, and weekend getaways.
CHAPTER V
SUMMARY, CONCLUSION, AND RECOMMENDATION
51
This chapter gives a summary, conclusion, and recommendation
suggestion based on the study's results.
Summary
The study's objective has identified the travel motivations and preferences
of the travel itchers in Misamis Occidental. The researchers formulated three
problems to be answered after the data was gathered to synthesize this broader
scope. The study wants to: (1) determine the demographic profile of the
respondents: Age, Sex, Salary Income, and Occupation; (2) identify the extent of
travel motivations of individuals who have travel itchers in terms of: Escape/
Relax, Novelty, Relationship, and Self-development; (3) determine the travel
preferences of individuals who have travel itch in terms of: Destination features,
Travel Style, and Accommodation; (4)what travel development plan or
enhancement program can be proposed to the community or a tourist spot to the
travelers for them to revisit the site, based on the findings. To answer this
problem, the researchers conducted a survey method where a questionnaire was
used as the main instrument for data collection, distributed to the respondents
face-to-face, and analyzed by the researchers.
The study's respondents are 150 in Misamis Occidental. All of the
respondents were selected through a purposive sampling method. The adapted
questionnaire from the research study travel career pattern by Pearce and Lee
served as the primary tool for data collection. The survey questionnaire was
divided into three sections. The first section covered the demographic profile
(Age, Sex, Salary Income, and Occupation).
52
The second section covered travel motivations of individuals who have
travel itchers in terms of (Escape/ Relax, Novelty, Relationship, and Self-
development). The questionnaire is structured so that each category will be rated
using a 4-point Likert scale, ranking from 1, strongly disagree, to 4, strongly
agree.
The third section covered travel preferences of individuals who have travel
itch in terms of (Destination features, Travel Style, and Accommodation)
This study employed a descriptive method to describe and determine the
demographic profile of the consumers. It uses frequency and percentage
distribution to answer the first listed problem.
This study also undergoes simple quantitative analysis using IBM SPSS,
such as Frequency and Percentage Distribution, to identify the extent in travel
motivations and travel preferences of individuals who have travel itchers. Also,
this study determines the travel development plan or enhancement program that
can be proposed to the community or a tourist spot to the travelers for them to
revisit the site, based on the findings.
FINDINGS:
53
1) Many of the travel itchers were women. They were mostly between the
ages of 18 and 24. The majority of them are college graduates and post-
graduates who are still considered students in terms of employment.
2) The findings revealed that the travel motivations of most travel itchers
strongly agree in terms of Escape/Relax (3.33), Novelty (3.50), Self-Development
(3.38),and Relationship (3.62). This indicates that the majority of travel itchers in
Misamis Occidental strongly agree that their travel is motivated by various factors
such as relaxation, self-development, novelty, and relationship.
3) According to the findings, the majority of travel itchers prefer "The
scenery/natural attractions are memorable" as a destination feature. In terms of
travel style, most itchers prefer to travel with their families, the majority prefer
water transportation in domestic travel, the majority prefer to stay 2 to 3 days in
their domestic destination, the majority prefer to travel for leisure, and the
majority prefer to go on a group trip during their vacation.In terms of
accommodation, most itchers prefer to stay in a hotel for 4 to 5 days in a suite
room with free Wi-Fi and breakfast.
54
Conclusion
This study determine the travel motivations and preferences of the travel
itchers in Misamis Occidental. Results shows that the travel motivations of most
travel itchers strongly agree in terms of Escape/Relax (3.33), Novelty (3.50), Self-
Development (3.38), and Relationship (3.62) the majority of travel itchers in
Misamis Occidental strongly agree that their travel is motivated by various factors
such as relaxation, self-development, novelty, and relationship. Results also
revealed in travel preferences, majority of travel itchers prefer "The
scenery/natural attractions are memorable" as a destination feature. In terms of
travel style, most itchers prefer to travel with their families, the majority prefer
water transportation in domestic travel, the majority prefer to stay 2 to 3 days in
their domestic destination, the majority prefer to travel for leisure, and the
majority prefer to go on a group trip during their vacation. In terms of
accommodation, most itchers prefer to stay in a hotel for 4 to 5 days in a suite
room with free Wi-Fi and breakfast. Therefore, we can propose that a destination
be improved by including leisure activities like providing additional services while
admiring the scenery. Ensure that these customers or travel itchers gets
satisfied. With a manageable and affordable budget, provide a unique and
unforgettable experience and attracts the family and cultivates a close
relationship with them.
55
Recommendation
Based on the findings of this study, these are some of the
recommendation that can help with these following:
1. Tourist Destination, proposed to enhance more their facilities or
accommodation specifically in having a good ambiance or view for
relaxation especially to those new travelers for them to learn new things or
new discoveries in their self-development and also for them to revisit the
site.
2. Travelers, proposed to have a community engagement and build a good
relationship to their love ones, and in order for them to be stress-free with
their works and have some leisure time, this also shows promoting their
own locality and encourage to travel with them.
3. Community, proposed to enhance their promotional marketing in social
media, to acquire new travelers to visit their tourist destination site.
4. College and Future Researchers, proposed to conduct a similar study and
include new travel motivations and preferences that are not included in
this study because policymakers, tourism planners, and other
stakeholders in destination need to become more aware of the demands
of travel itchers because societies are changing quickly,, particularly those
that are technological or are influenced by technology.
56
To address this recommendation, planners must maintain a significant
online and social media presence and employ clever tactics that may
serve a new travel motivation and preferences to the travel itchers.
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64
APPENDIX A
LETTER OF PERMISSION TO RESPONDENTS
65
APENDIX B
SURVEY QUESTIONNAIRE
I. DEMOGRAPHIC PROFILE
INSTRUCTION: Please check the box that corresponds to the answer you
intend.
AGE:
 18 – 24 years old
 25- 30 years old
 31-35 years old
 36-40 years old
GENDER:
 MALE
 FEMALE
EDUCATIONAL ATTAINTMENT:
 Highschool Graduate
 College Graduate
 Post Graduate
OCCUPATION:
 Government Employee
 Private Employment
 Student
 Others: ___________
Have you traveled 3-5 times?

 YES
 NO
Do you have the urge to travel again?
 YES
 NO
66
II. TRAVEL MOTIVATION
INSTRUCTIONS: Please read the following scenarios carefully. Truthfully put
check mark on the box that correspond your preferred answer.
Legend:
4 – STRONGLY AGREE 3 – AGREE
2–STRONGLY DISAGREE 1 – DISAGREE
4 3 2 1
A. Relax/ Escape
1. I want to travel to relax my mind and body.
2. I Need to be away from daily routine.
3. I have been feeling out of place between living abroad and

my home country, feeling stuck in a routine.
4. I need to escape from my problems.
5. I want to try new things.
B. Novelty
1. I want a new Travel experience.
2. I have felt the special atmosphere of destination.
3. I want to build new memories about my travel.
4. I have sense of knowing that there is a lot to experience

and discover somewhere outside.
5. I can say insatiable desire for a trip and be curios to the

world.
C. Self- Development
1. I am satisfying my personal interests.
2. I want to know of what I am capable of.
3. I am getting a sense of accomplishment.
67
4. I want to develop my skills and abilities.
5. I want to meet new culture, new people, and beauties

hidden from mass tourism.
D. RELATIONSHIP
1. I want to experience new things with my family.
2. I get a chance to know more about my friend’s behavior.
3. I feel satisfied travelling with my family.
4. It makes me feel more connected when travelling together

with my lover.
5. I feel more excited to travel with my loved ones.
68
III. TRAVEL PREFERENCES
INSTRUCTION: Please check the box that corresponds to the answer you
intend.
DESTINATION FEATURES
 The scenery/ natural attractions are memorable.
 The place is unpolluted/ unspoiled.
 I experienced variety of attractions in place.
 The place is secured and I feel safe.
 The place is clean and hygienic
 The residents I encountered are friendly and hospitable
 I easily reached the destination/Accessible
TRAVEL STYLE
- With whom do you travel or you prefer to travel?
 Friends
 Family
 Colleague
 Tourist group
- What is your preferred mode of domestic transportation?
 Bus
 Air
 Water
69
 Private Car
- What is your preferred length of stay of the domestic destination?
 Same day
 2-3 days
 4-5 days
- Why do you want to travel?
□ Road Trip
□ Business or Work
□ Leisure
□ Therapy or Medical
□ Visit the relatives
- What types of vacation would you prefer?
□ Trip to abroad
□ Solo trip
□ Group trip
□ Beach trip
70
ACCOMMODATION
- What kind of accommodation would you prefer while you are
traveling?
 Hotel
 Hostel
 Motel
 Lodging House
 Others: ________________________
- What are you looking for in your accommodation?
□ Has a free Wi-fi
□ Has a Restaurant
□ Has a swimming pool
□ Has a bar
□ Has a Body Fitness Gym
- What kind of room do you prefer?
 Single Room
 Double Room
 Suite Room
71
 Matrimonial Room
 Others: _________________
- What additional services in your accommodation do you prefer?
□ Breakfast
□ Body Massage
□ Laundry Services
□ House Keeping Services
- What is your preferred length of stay of the accommodation?
 Same day
 2-3 days
 4-5 days
72
APENDIX C
STATISTICIAN’S CERTIFICATE
73
CURRICULUM VITAE
BILLEDO, CHRISTINE LUZ E.

P – 6 GANGO, OZAMIZ CITY
MISAMIS OCCIDENTAL 7200
(+63) 955 972 9216
christineluz.billedo@nmsc.edu.ph
PERSONAL BACKGROUND
Age : 21
Civil Status : Single
Date of Birth : May 09, 2001
Weight : 60 kg
Height : 5’2
Religion : Iglesia Filipina Independiente
Citizenship : Filipinno
EDUCATIONAL BACKGROUND
Tertiary : Bachelor of Science in Tourism Management

Northwestern Mindanao State College of Science and
Technology
Labuyo, Tangub City
2020 – Present
Senior High School : La Salle University

Ozamis City
2018-2020
With Highest Honor
Primary : Misamis University

Ozamiz City, Misamis Occidental
2007-2013
74
COTIAMCO, MARY GESILLE A.
PUROK – 6 BINTANA, TANGUB CITY
(+63)926 156 4806
marygesille.coiamco@nmsc.edu.ph
PERSONAL BACKGROUND
Age : 21
Date of Birth : March 22, 2001
Weight : 53 kg
Height : 5’2
Religion : Roman Catholic
Citizenship : Filipino

Technology
Labuyo, Tangub City
2020 – Present
Senior High School : Bachelor of Science in Tourism Management

Technology
Labuyo, Tangub City
2018-2019
Primary : Bintana Elementary School

Bintana, Tangub City
75
2012-2013
PONCE, RYNDSHA REY P.

PUROK – 5 DIGSON, BONIFACIO
(+63)970 928 3291
ryndsharey.ponce@nmsc.edu.ph
PERSONAL BACKGROUND
Age : 21
Date of Birth : November 12, 2001
Weight : 46 kg
Height : 5’1
Religion : Roman Catholic

Technology
Labuyo, Tangub City
2023 – Present
Senior High School : Farmers Institute UCCP, Inc.

D-Fernan Bonifacio, Misamis Occidental
2018 – 2019
Primary : Lazarao Delos Santos Memorial School

Digson, Bonifacio, Misamis Occidental
2012 – 2013
76
SEGOVIA, MARIEL B.
PUROK – 2 KINANGAY SUR, CLARIN
(+63)951 806 0149
mariel.segovia@nmsc.edu.ph
PERSONAL BACKGROUND
Age : 21
Date of Birth : August 6, 2001
Weight : 54 kg
Height : 5’5
Religion : Iglesia Filipina Indepediente

Technology
Labuyo, Tangub City
2023 – Present
Senior High School : Clarin National High School

Clarin Misamis Occidental
2019 – 2020
Primary : Kinangay Sur Elementary School

Kinangay Sur Clarin, Misamis Occidental
2013- 2014
77
ROMERO, RHIEGEL GRACE A.
PUROK 7, CASUSAN ALORAN
MISAMIS OCCIDENTAL, 7206
rhiegelgrace.romero@nmsc.edu.ph
PERSONAL BACKGROUND
Age : 23
Date of Birth : November 15, 1999
Weight : 55 kg
Height : 5’3
Religion : Iglesia Filipina Indepediente

Technology
Labuyo, Tangub City
2023 – Present
Senior High School : Aloran Trade High School

Labo, Aloran, Misamis Occidental
2017- 2018
Primary : Aloran Christian School

Palayan, Aloran, Misamis Occidental
2011-2012
78

Motivation and Preferences

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Motivation and Preferences

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TRAVEL MOTIVATION AND PREFERENCES OF TRAVEL ITCHERS

A Research Proposal Presented to

In partial fulfillment of the Course Requirements for the Degree

BILLEDO, CHRISTINE LUZ E.

Background of the Study 1

Statement of the Problem 8

Significance of the Study 9

Scope and Limitation of the Study 10

II REVIEW OF RELATED LITERATURE 12

III RESEARCH METHODOLOGY 25

IV PRESENTATION, ANALYSIS AND 28

V SUMMARY, CONCLUSION, AND 49

Letter of Permission to Respondents 64

1 Age of the Respondents 26

2 Sex of the Respondents 27

3 Educational Attainment of the Respondents 28

4 Occupation of the Respondents 29

5 Escape/ Relax in Travel Motivation 30

6 Novelty in Travel Motivation 31

7 Self-Development in Travel Motivation 33

8 Relationship in Travel Motivation 34

9 Destination Features in Travel Preferences 36

10 Travel Style Companion of Respondents in Travel 37

11 Mode of Transportation in Travel Preferences 39

12 Length of Stay in Travel Preferences 40

13 Purpose of Travel in Travel Preferences 41

14 Type of Vacation in Travel Preferences 42

15 Kind of Accommodation in Travel Preferences 43

16 Accommodation Facilities in Travel Preferences 44

17 Type of Room in Travel Preferences 45

18 Additional Services in Travel Preferences 46

19 Length of Stay for Accommodation 47

LADY MARION C. KUA, MBA

Approved by the committee on Oral Examination on March 2023.

KIM BRYLL L. NAVALES GENEVIVE M. DAGOT, MBA

DIONALYN S. GUMACIAL, DBA

The undergraduate thesis was accepted in partial fulfillment of the requirements

DIONALYN S. GUMACIAL, DBA

preferences of travel itchers in Misamis Occidental. There were no studies on

preferences of travel itchers in Misamis Occidental. This research used a

quantitative research design. The researchers used purposive sampling in

and municipalities of Misamis Occidental. The respondents of the study are

and go on a group trip. In terms of accommodation, most prefer to stay in a hotel

moral, spiritual, emotional, and financial support, who provided as a source of

inspiration and strength when we thought of giving up.

their words of advice and encouragement to finish this study.

healthy life. All of these, we offer to you.

following people who are part in the completion of this thesis:

Dr. Dionalyn S. Gumacial, Dean of School of Business Administration

Ms. Lady Marion C. Kua, the researchers’ adviser, for the

recommendation, constant support, and supervision in the process of doing this

Mr. Krestonie B. Molina, the researchers’ instructor, for the trust,

patience, support, and guidance throughout the process of the study;

and guidance all throughout the study;

Colleagues, Friends, and Respondents for spending time in answering

the questionnaire for the success of this research;

entire process of preparing this thesis.

BACKGROUND OF THE STUDY

their increasingly mechanized employment, they need to escape the monotony of

and are always longing to travel, as evidenced by particular behaviors (Toksöz

2022). According (Toksöz, Çapar and Dönmez 2022, 140) it is sensation or

locations to go and many things to do.

on the road. According to Airbnb (2021), 1,067 Filipinos were interviewed