Motivation among Generation Z’s Local Tourists to Visit Tayabas City’s Cultural Heritage Sites
This study was conducted to determine the motivation to visit Tayabas City’s cultural heritage sites among Generation Z local tourists. Specifically, this study intended to explore the following objectives: determine the demographic profile of the respondents in terms of age, gender, educational attainment, and address; determine the motivational factors in visiting Tayabas City’s cultural heritage sites in term of escape from everyday life, accessibility, attractiveness of the sites, culture and history, infrastructure; determine the significant difference between the motivations in visiting Tayabas City’s cultural heritage sites when grouped according to its demographic profile. The aim of this quantitative study is to determine the Motivation among Generation Z’s Local Tourists to Visit Tayabas City’s Cultural Heritage Sites. The researchers used a modified-adopted survey questionnaire which they administered to 100 Gen Z local tourist who were chosen through convenience sampling and had served as the respondents of the study. Frequency, percentage, mode, and Kruskal-Wallis Test were used as statistical tools in determining the result of the study. Based on the results, it was concluded that most of the Generation Z tourists were female ages 18-25. Mostly, they are university-level and come from Lucena City. In the study, Generation Z local tourists were motivated to visit cultural heritage sites in terms of escape from everyday life, accessibility, the attractiveness of the site, culture and history, and infrastructure.
Keywords: Cultural Heritage Site, Generation Z, Motivation
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