Journal Details
Post-pandemic Destination Marketing Attributes of Davao Region: An Exploratory Factor Analysis
Open AccessJournal Type: Research/Technical NoteSubject: Business StudiesSubject Field: Business and ManagementVolume:138, Issue: 1, December, 2023Publish Date: 14 December 2023
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Pages: 171-182
Abstract
This paper explores the post-pandemic destination marketing attributes of the Davao Region, employing an exploratory factor analysis to identify and understand the underlying dimensions. This study utilized a sequential exploratory design using a stratified sampling technique involving 253 local tourists who visited the Davao Region twice a year after the height of the COVID-19 pandemic. Thematic analysis was employed; from 50 item statements, only 23 items were classified under five constructs after seven iterations. The results revealed that the post-pandemic attributes of the Davao Region are value for money, safety and security, recreational activities, inherited resources, supporting factors, and resources. Moreover, this finding may serve as a methodological reference for future studies in tourism.
Confirmatory factor analysis is highly recommended for improving the quality and precision of research findings, contributing to the growth of knowledge in tourism management studies.