1

DESTINATION IMAGE AND SOCIAL INFLUENCE ON THE

TRAVEL MOTIVATION OF TOURISTS

A Thesis Proposal Presented to the

Faculty of the College of Hospitality and Tourism Management
St. John Paul II College of Davao
Davao City

In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Tourism Management

REAH LYN W. OBUSA

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Chapter 1
INTRODUCTION

Rationale

Tourist behavior depends heavily on both the destination's perceived image and

social influence relating to travel choice. The perception of a destination image,

encompassing both cognitive and emotional aspects, plays a vital role in shaping

tourists' intentions to engage in certain behaviors. Zhang et al. (2020) performed a

meta-analysis revealing that total and affective images serve as the most significant

predictors of tourists' motives, particularly regarding their intention to recommend

destinations. Additionally, social influence, especially via platforms like social media,

has emerged as a vital motivator for travel. Pereira et al. (2023) highlighted that

destinations leveraging social media can effectively reduce uncertainty for tourists by

offering valuable information and facilitating easier planning processes.

A significant challenge in the global tourism sector is understanding the impact of

national image on travel motivation. Matiza and Slabbert (2020) found that the

perceptions of foreign visitors significantly influence their evaluation of South Africa's

attributes. The study conducted on tourists visiting Table Mountain uncovered that a

significant factor influencing travel motivation is the perception of the country, shaped by

elements such as international branding, governance, and business opportunities. This

illustrates a broader trend where the overall perception of the country, along with specific

attractions, influences the motivations for travel. Globally, the impact of social influence

—especially via social media platforms—is progressively shaping the motivations behind

travelers' journeys. Damanik et al. (2019) indicate that social media, particularly

Instagram, plays a significant role in motivating domestic travelers to explore Indonesian

heritage sites such as Kota Tua in Jakarta. The investigation indicates that Instagram
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stands out as the leading platform for acquiring travel-related information, revealing a

positive relationship between social media engagement and travel motivation. This

illustrates the growing impact of digital social interactions on the behavior of travelers.

Several Philippine researchers have examined tourist travel incentive issues,

including destination image and social influence. In Quezon Province, Andaya and

Apritado (2023) found that visitors' impressions of the destination influence their travel

plans. Negative infrastructure and accessibility opinions, poor marketing plans, and little

promotional activities reduced tourists' desire to investigate. Negative destination image

factors include poor public facilities, environmental cleanliness, and cultural preservation

affecting tourist satisfaction and motivation to return in Angeles City, Pampanga,

(Varona & Lacap, 2021). Additionally, Social influence—especially peer networks and

internet platforms—has also become a major role in travel motivation, bringing both

benefits and concerns. Dellova et al. (2022) studied how social media affects

Intramuros tourism. Social media was a wonderful promotional tool, but it also altered

destination views. This disparity lowered travellers' motivation by separating their

expectations from their experiences. Moreover, Aguirre et al. (2021) found that social

contacts and peer recommendations motivated South Cotabato tourists. However, bad

social media reviews might discourage tourists.

Recent studies conducted in Davao City have highlighted the significant impact

of destination image on the travel motivations of visitors, revealing various factors that

affect their intention to visit. Alcaraz et al. (2024) examined the factors influencing the

competitiveness of the city as a destination. Their findings indicate that aspects such as

destination marketing, accessibility, and tourism qualities significantly impact visitors'

behavioural intentions, including their willingness to revisit and recommend the city to

others. The study indicates that deficiencies in these areas could undermine the city's

reputation, thereby diminishing the appeal of travel for visitors. In the investigation they
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conducted, Olivar et al. (2023) examined how social media mediates the relationship

between travel preferences and tourist behaviour among local visitors to Davao City.

The findings indicate that social media significantly influences travel behaviour,

suggesting that the online portrayal of destinations can either enhance or diminish the

motivation for visitors to travel.

While the relationship between destination image and social influence has been

thoroughly explored in relation to tourist behavior, the combined influence of these two

factors on travel motivation—particularly in urban contexts such as Davao City in the

Philippines—has not been adequately examined. Alcaraz et al. (2024) and Olivar et al.

(2023) assert that while individual factors such as destination image and social media

impact tourist behavior, the interplay and specific influence of these elements on travel

motivation necessitate further investigation. With the intention of guiding more efficient

and locally grounded tourism strategies, this study seeks to close that gap by looking at

how destination image and social influences combined drive travel motivation.

Research Objective

The purpose of this study is to determine the influence of Destination

Image and Social influence on the Travel motivation of tourists. It seeks to

answer the following objectives:

1. to describe the level of destination image with tourists.

2. to ascertain the level of social influence with tourists.

3. to assess the level of travel motivation of tourists.

4. to determine the significant relationships between;

4.1 destination image and the travel motivation of tourists.

4.2 social influence on the travel motivation of tourists.

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5. to test the influence of destination image and social influence on

the travel motivation of tourists.

Hypothesis

The formulated null hypotheses as shown below, will be tested at .05 level

of significance set in this study:

1. destination image and social influence do not have any significant

relationships on the travel motivation of tourists.

2. destination image and social influence are not good predictors of

the travel motivation of tourists.

Review of Related Literature

This section presents relevant literature and studies that provide a

foundational framework for this research. It includes discussions on destination

image, social influence, and travel motivation of tourists, drawing from selected

sources to support the study’s objectives and highlight existing gaps in the field.

Destination Image

According to Guerreiro et al. (2024), the tourism destination image (TDI) is

fundamentally complex, flexible, and diverse, shaped by numerous occurrences,

interactions, and sensory experiences. The perception of a destination can be

shaped by organic sources, notably the content shared on social media platforms

(Lalicic et al., 2021). Chu et al. (2022) state that the principles of destination

image in tourism encompass the comprehension of its structure, measurement,

influencing elements, and its effect on visitors' behavioral intentions. These

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characteristics jointly influence perceptions and inform effective destination

branding and marketing tactics.

The term destination image indicates the process by which individuals

attempt to create an impression of a certain holiday locale. The destination

image comprises beliefs, emotions, perceptions, and knowledge regarding a

location, along with both direct and indirect information acquired during travel,

including associations, tourism-related media, social platforms, and online

resources (Jebbouri et al., 2022). A study conducted by Humaira and Novianti

(2024) showed a significant positive correlation between destination image and

staycation intention, with the image explaining 41% of the variation in intentions.

This empirical research shows that destination image shapes tourist behavior in

the hospitality and tourism business.

Hu, T., and Geng, J. (2024) states that destination image is a crucial factor

in the competitive tourist industry, and precise identification enhances destination

marketing and management. A study conducted by Sürücü and Avci (2023)

states that destination image is seen as a cognitive and emotional perception

aligned with individuals' impressions of a location. Destination image is a crucial

factor influencing tourists' perceptions of a location, hence affecting their actions

before, during, and after their journey to that area. Within this context, the

destination image is a crucial term in tourism, providing insights into many

characteristics of the location by examining historical, cultural, environmental,

and socio-economic dimensions.

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Madden et al. (2016) assert that the destination image may be explained

using "motivation theory." This concept suggests that the destination image may

be clarified by either the internal motivations of visitors or the external incentives

derived from the location itself. This viewpoint highlights the dynamic interplay

between personal objectives and the exterior attributes of locations in shaping

tourists' perceptions.

The image of a destination can significantly influences tourist behaviour,

as the destination's image plays a crucial role in decision-making, particularly

when travelers determine which destination to select, according to Chu et al.

(2022), Kalim et al. (2024), Nurcahyani et al. (2023), and Viet et al. (2020) as

cited in Sumarni et al. (2024). In the context of image model research, various

destinations are examined, including cognitive imagery, effective imagery, and

cognitive imagery, which serve to alter perceptions regarding the behaviors of

repeat travelers (K. Kurniawati et al., 2024; Mariam et al., 2022; Yang et al.,

2011, as cited in Sumarni et al., 2024).

The research study conducted by Tasci and Moreno-Gil (2024) offers

empirical insights into the transformation of destination image as influenced by

the visit experience. The study monitors cognitive, affective, and holistic images

at four distinct intervals: before the visit, one month after the visit, and one year

following the visit. The results demonstrate an immediate enhancement in

perception following the visit, which tends to decline after a year. The

investigation emphasizes the fluid characteristics of destination image and aids in

comprehending the impact of visitation on the progression of image

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development. Moreover, to explore how tourists' perceptions affect their behavior,

Yuan and Vui (2023) examined destination image data from numerous countries

and cultures. It showed that a positive destination image boosts first, repeat, and

referral visitors. The study also evaluated cultural, environmental, social, and

marketing aspects that affect destination image, emphasizing the importance of

destination marketing and management.

Research by Homsud (2024) defines destination image as the

comprehensive perception individuals have of a certain location, shaped by their

preconceived beliefs, past experiences, and information acquired from various

sources. It is fundamentally the cognitive representation or perception that

individuals possess of a location, which might affect their decision to attend or

refrain.It profoundly affects travel intentions since positive images promote visits,

while negative views discourage prospective tourists. The depiction of a tourism

destination influences the perceived quality, satisfaction, and overall experience

of tourists' vacations. Research has consistently shown that visitors choose

destinations based on shared functional and psychological attributes, as well as

the distinctive and advantageous qualities offered by a location (Castro Analuiza

et al., 2020, p. 45).

Sharma and Nayak (2018) state that three indication factors exist in

assessing the quality of destination image: (1) The cognitive aspect of

destination assessment encompasses beliefs and associated knowledge that

signify the evaluation of perceived attributes of the destination; (2) the affective

aspect indicates an emotional response or assessment regarding the traveler's

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intent; and (3) the cumulative component illustrates the active contemplation of

the tourist regarding a location as a prospective destination, articulating the

preferred future experiences that the tourists aspire to encounter. Alahakoon's

(2022) study underscores the significance of destination image in transformative

tourism, suggesting 'transformative destinations' that apply personal values and

affective strategies to cultivate positive behavioral intentions, thereby indicating

the necessity for further investigation of destinations in transformative tourism

research

Xu et al. (2024) indicate that image-based user-generated advertising

affects tourists' interest in destinations by utilizing self-referencing and mental

imagery theories. The results emphasize the relationship among image type,

public self-consciousness, and destination type, indicating that mental imagery

plays a mediating role in influencing tourist interest, rather than establishing a

direct connection between destination image and travel motivation. Moreover, the

destination image Gen Z tourists see is greatly shaped by user-generated

content, which also increases their desire to visit. Yamagishi et al. (2024)

demonstrate that emotionally engaging content shared online enhances visitors'

trust and perception of the destination, thereby cultivating a greater intention to

travel.

The study conducted by Sürücü and Avci (2023) examines how domestic

tourists perceive the image of Amasra, Turkey, highlighting that their travel

motivations are primarily driven by an emphasis on “the sea, nature, and cultural

structure.” The findings emphasize that emotional states like “Peaceful, Happy,
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Good, and Comfortable” play a crucial role in shaping their experiences. The

study does not directly examine the connection between destination image and

travel motivation; however, it suggests that favorable perceptions of the

destination image may increase tourists' desire to visit Amasra. The way tourists

perceive a destination, captured in the idea of "destination image," plays a crucial

role in shaping their behavioral intentions, such as their motivation to travel. An

appealing destination image increases the chances of first-time visits, return

trips, and referrals. The investigation emphasizes the significance of multiple

factors, including cultural, natural, social, and marketing elements, in influencing

destination image, which subsequently impacts tourists' motivations to visit,

return, or promote a destination. (Yuan & Vui, 2023)

The study conducted by Nirwana et al. (2024) reveals that the image of a

destination has a positive effect on visitor interest, evidenced by a coefficient of

determination (R2) of 0.097. This indicates that the destination image accounts

for 9.7% of visitor interest, while the remaining 90.3% is attributed to other

influencing factors. Furthermore Rahman et al. (2022) discovered that both

cognitive and emotional perceptions of destinations play a crucial role in shaping

the travel motivations of tourists. The relationship was analyzed through SPSS-

SEM, utilizing a sample of 326 tourists, which underscores significant

implications for destination marketing strategies within the ecotourism sector of

Bangladesh. Moreover, the study by Ruhamak et al. (2024), empirically examines

the relationship between destination image and tourist motivation in Kediri

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Regency. The findings indicate that emotional, distinctive, and intellectual

representations play a crucial role in forming the image of a destination.

Social Influence

Weiß et al. (2024) define social influence as the processes through which

individuals' thoughts, feelings, or behaviors are shaped by the presence or

actions of others. This includes multiple forms, including persuasion, obedience,

and conformity, and functions. through feedback loops that focus on various

aspects of an individual's decision-making process.

The impact of social influence on travel motivation is profound, utilizing

psychological elements such as social proof and the fear of missing out (FOMO).

These elements motivate individuals to pursue experiences validated by their

peers and influencers, thereby influencing their choices in destination selection

and itinerary planning. (Saini et al., 2024). Moreover, as noted by Asvikaa and

Gupta (2018), social influence plays a crucial role in shaping travel motivation;

those who are receptive to social influence and have confidence in online

reviews tend to be more driven by location sharing on social media. This effect is

notably pronounced among individuals who are single and actively looking for

peer recommendations.

Jebraoui and Nemiche (2024) highlight that social influence plays a crucial

role in travel motivation, as it shapes destination choices through

recommendations found within social networks. This interaction can result in

concentrated tourist traffic in well-known destinations or encourage visits to

lesser-known sites, underscoring the significance of social dynamics in the

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decision-making process related to tourism. Furthermore, Mahajan et al. (2024)

emphasize that social media plays a crucial role in influencing travel motivation

by shaping perceptions and decision-making during the pre-trip preparation

phase, which ultimately impacts how travelers select their destinations in the

context of information overload and decision fatigue.

The findings from the study conducted by Ram and Rizoiu (2024) present

a human-in-the-loop active learning approach aimed at empirically assessing

social influence via crowdsourced pairwise comparisons. This method connects

to dimensions of social cognition, especially agency, and showcases its efficacy

in ranking 500 X/Twitter users. Additionally, the study conducted by Latifah et al.

(2024) identifies social achievement and social bonding as significant push

factors that influence the motivations of young Indonesian travelers to visit

Vietnam, emphasizing the impact of social influence on travel decisions among

Millennials and Generation Z.

Social media plays a crucial role in shaping travel motivation through the

dissemination of user-generated content and peer recommendations, which

facilitate informed decision-making. It promotes interaction with local

communities and aids in uncovering lesser-known attractions, ultimately

enriching the experiences of travelers and influencing their selection of

destinations. (Dewayani et al., 2023). Furthermore, the impact of social influence

on travel motivation is considerable, with consumers progressively pursuing

experiences that are not only shareable but also contribute to their social capital.

The quest for validation and recognition on social media influences the selection
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of travel destinations and molds the way experiences are shared. (Brito & De

Freitas, 2019)

The research conducted by Liu et al. (2022) emphasizes that social media

influencers play a crucial role in shaping users' travel intentions. Their

characteristics enhance the appeal and credibility of tourist destinations, thereby

encouraging users to travel influenced by the endorsements and experiences

shared by these influencers. The findings indicate that Social Media Influencers

(SMIs) play a crucial role in shaping tourists' perceptions and motivations through

engaging and informative content, which positively affects images of destinations

and food. However, their influence on wider risk perceptions appears to be

minimal. (Babalou et al., 2025).Furthermore, Jia (2024) indicates that social

influence on travel motivation pertains to the ways in which cultural factors and

tourism advertising affect individuals' travel desires, especially within the

university student demographic. This emphasizes the influence of societal norms

and peer behaviors in promoting travel as a leisure pursuit.

Asri et al. (2024) examines the influence of TikTok influencers on the travel

motivation of Malaysian youths. The study employed descriptive and Pearson

correlation analyses, revealing a notable correlation between exposure to

influencer content and a heightened desire to travel. The content produced by

influencers, characterized by its visual appeal and engagement, significantly

influences the travel motivations of young individuals. Furthermore, social media

platforms, especially Instagram, have a beneficial impact on users' perceptions

regarding travel decisions. The study emphasizes the substantial impact of user-
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generated content and electronic word-of-mouth (eWOM) on the well-being

experiences and decision-making processes of tourists.(Martins et al., 2025)

Social media continues to be a powerful driver of travel motivation,

particularly among younger demographics. Jani et al. (2024) found that students

heavily rely on travel-related content shared on platforms such as Instagram,

Facebook, and Twitter for inspiration and decision-making regarding their travel

plans. This indicates that user-generated content not only informs but also

influences their destination preferences. Similarly, Abad et al. (2024) examined

how social influence shapes individual decisions to take vacation trips. Their

study highlights the impact of the bandwagon effect—where individuals are

motivated to travel based on the perceived popularity of destinations within their

social circles. These findings demonstrate how peer influence and the visibility of

trending destinations on social media can significantly enhance tourists’

motivation to travel.

The quantitative analysis conducted by Xu et al. (2025) reveals that the

dimensions of attachment, cultivated by travel influencers, increase benign envy

and positively affect visit intention, while simultaneously diminishing malicious

envy. This underscores a significant relationship between social influence and

travel motivation. Wahba et al. (2024) discovered that upward contrastive

emotions partially mediate the relationship between expertise and intention to

visit, whereas upward assimilative emotions fully mediate the relationship

between attractiveness and intention to visit, underscoring the important role of

social influence in travel motivation.

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Recent empirical studies have highlighted the significant role that social

influence—particularly through digital channels—plays in shaping travel

motivation. According to Qiu et al. (2023), short video platforms (SVPs) such as

TikHub have a significant impact on visitors' attitudes and their intentions to

travel. The findings indicated that integrating Social Learning Theory with the

Technology Acceptance Model enhanced visitors' perceptions of destinations

through the perceived expertise of social media influencers and the quality of

content on SVPs, thereby impacting their travel intentions. Furthermore,Lee and

Park (2020) examined how the characteristics of social media information affect

tourism motivation through the lens of the pull-push motivation theory. The

findings indicated that the motivations of visitors are significantly shaped by the

type of content shared and the credibility of the information source, highlighting

the influential role of social media in travel-related decision-making.

Another line of empirical evidence underscores the influence of both

traditional and digital word-of-mouth on travel motivation. In the In the post-

COVID-19 environment, Tung and My (2023) investigated the influence of

electronic word-of-mouth (eWOM) on visitors' attitudes, motivations, and travel

intentions. The findings indicate that electronic word-of-mouth notably enhances

the travel intentions of potential visitors, with attitude and motivation serving as

key mediators in this relationship. In addition to this, Siang (2024) examined the

impact of eWOM and traditional word-of-mouth (WOM) on visitors' intentions to

travel to Indonesia. The findings indicate that peer recommendations, regardless

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of being delivered in person or online, play a crucial role in influencing visitor

motivation and their subsequent travel decisions.

Travel Motivation

Castañeda et al. (2024) define travel motivations as an individual's desire

for traveling from one location to another, which fulfills their travel needs and can

be attributed to several variables. Moreover, Travel motivation is the fundamental

motivation that drives individuals to participate in tourism activities, shaped by

factors such as a desire for novelty, the need for escape, and the pursuit of

cultural experiences, which in turn affect their perceptions of authenticity and

loyalty to destinations (Üsküdar & Temizkan, 2022). Çapar et al. (2022) stated

that travel motivation encompasses the inherent desire that propels individuals to

embark on journeys, marked by an ongoing inclination to discover new locations

and experiences. This concept, referred to as "travel itch," underscores the

compelling urge that drives individuals to pursue adventure.

According to the research by Goulias (2024), explores travel motivation

within the context of traveler values and attitudes, which include motivational,

cognitive, situational, and dispositional elements that affect behavior. According

to this study, these incentives are essential for understanding and forecasting

travel behavior across many contexts. Additionally, the study by Dhungana and

Sharma (2024) showed that travel motivation considerably affects both tourists'
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attitudes and their travel intentions. The primary push factors fostering favorable

perceptions of the place are novelty-seeking, relaxation, and social engagement.

Travel motivation encompasses the basic motivations that propel

individuals to go on travels, shaped by a range of factors including internal

desires(push) and external attractions (pull) (Sukhragchaa et al., 2024).

Moreover, Travel motivation encompasses the underlying reasons that drive

individuals' travel decisions. These can be classified into primary motives such as

the desire for novelty, the need to escape or relax, and the pursuit of relationship

building. Additionally, there are secondary and tertiary motives that include a

connection to nature, personal growth, and the quest for social status, all of

which shape their travel experiences. Oktadiana and Agarwal (2022).

The dynamics of push and pull motivation contribute positively to overall

satisfaction. This finding affirms the work of previous scholars, suggesting that

marketers need to consider the influence of tourist motivation to enhance the

satisfaction of the guest travel experience. The influence of pull motivation on

the intention to revisit is notably positive. This indicates that the availability of

opportunities influences tourists' likelihood of returning, which encompasses

reimagining the destination and suggesting it to others, along with the favorable

promotion of the location. Consequently, the destination manager ought to take

into account the significance of motivation and its intended purpose. (He and

Luo, 2020).

The push and pull theory of motivation was introduced by Dann in 1977.

Dann (1997) states that multiple factors drive visitors and travelers to certain
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locations, which may be classified as either push or pull motives. Push factors

may fundamentally be defined as inner elements or internal motivations that urge

people to go on vacation. These are linked to variables such as aspirations for

leisure, recreation, adventure, and escape, as well as a need to 'get away from it

all' and to escape the sense of isolation characteristic of modern living. Hence,

push factors may be defined as elements that motivate persons to travel,

reflecting their sociopsychological demands. Conversely, pull factors are mostly

linked to the amenities of locations, such as service quality, pricing, and

infrastructure.

The investigation conducted by Pereira et al. (2019) identified that

motivation played a crucial role for tourists who wanted to leave their homes.

This desire was driven by the need to escape their repetitive and hectic routines,

as well as to gain insights into the destination, its culture, traditions, and various

historical sites. The natural beauty and safety attributes of the destination served

as significant motivators for tourists, influencing the overall perception of the

destination. Furthermore, Dhungana and Sharma (2024) revealed that motivation

plays a crucial role in shaping tourists' attitudes and their intentions to travel. The

primary factors driving positive attitudes towards the destination include the

pursuit of novelty, the desire for relaxation, and the need for social interaction.

The findings hold significant implications for tourism marketing strategies,

highlighting the importance of motivational factors in enhancing the appeal of

Chandragiri Hills and refining tourism management practices.

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The study by Fadiya & Fiza (2024), explores how motivation impacts

tourists' decisions to visit, demonstrating that it plays a significant role, explaining

57.7% of the variance and highlighting its importance in travel behavior and

destination selection. The study explores into the motivations and expectations of

young Filipino professionals concerning domestic leisure travel, pinpointing

essential push and pull factors. This provides valuable insights for marketing

strategies, highlighting the importance of authenticity, local experiences, wellness

retreats, and sustainability initiatives to improve traveler experiences. (Saga &

Ulibas, 2024)

Han, Hwang, and Lee (2019) explored the decisions made by travelers

regarding eco-friendly cruise products by integrating NAM with the Value-

Attitude-Behavior framework. Their findings indicate that tourists' intentions were

notably influenced by social and personal norms, particularly regarding word-of-

mouth recommendations, purchasing behavior, and the willingness to pay a

premium for eco-cruises. Moreover, Han and Hyun (2018) cited this theory in

their study and found that moral obligation, influenced by social factors,

significantly affected travelers' motivations to engage in environmentally

sustainable travel behaviors.

Consequently, as highlighted by Saragi et al. (2024), travel motivation

encompasses the various reasons that compel individuals to explore tourist

attractions, which may involve physical, cultural, personal, and status-related

influences. Grasping these motivations enables attraction managers to

effectively address the desires and needs of tourists. Furthermore, the analysis
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results from the t test indicate that various forms of motivation—namely physical,

cultural, individual, and those related to prestige and status—significantly impact

the decision to visit the Joang 45 Museum in Jakarta. Research has shown that,

travel motivations have a significant role in visitor psychology, affecting both

destination choice and service use. Factors like cultural interests, adventure

seeking, relaxation needs, and social interactions play important roles in shaping

these motivations, which in turn affect tourism trends and marketing strategies.

Understanding these motivations aids in understanding the subjective nature of

tourist experiences and their subsequent satisfaction and memory formation.

(Soni et al., 2023)

Hook et al. (2022) provides an empirical analysis of the motivations behind

undirected travel (UT), identifying four primary motivations: enhancing health and

well-being, reducing negative emotions, appreciating scenery, and engaging in

social activities outside the home. This underscores the beneficial aspects of

travel that extend beyond simply moving from one place to another. The study

conducted by Pereira et al. (2019) examines the connection between travel

motivation and tourists' perceptions of destinations. It reveals that travel

motivation has a positive impact on destination image, which subsequently

shapes tourists' attitudes. This underscores the significance of improving

destination image for successful tourism marketing strategies.

Kóródi et al. (2020) identify key tourism motivations, including health

tourism, visiting friends and relatives, and event tourism. They found significant

correlations between demographic factors such as income, education, and age,

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which influence domestic travel preferences and experiences among

respondents. This study explores essential travel motivations via a concept

mapping approach, examining the impact of these motivations on consumer

behavior, particularly in relation to social media engagement, the creation of

user-generated content, and the adoption of electronic word of mouth (eWOM)

reviews within tourism settings. (Chavez et al., 2020).

Theoretical Framework

Dann's (1977) Push and Pull Motivation Theory outlines two distinct

reasons for travel: pull factors, which refer to the external attributes of a

destination (such as scenery, culture, or reputation), and push factors, which

pertain to internal psychological needs (including escape, rest, or adventure).

Pull factors elucidate the reasons behind a person's choice of destination,

influenced by the attractiveness of a location, while push factors clarify the

motivations driving their desire to travel. Recent studies on tourism have

significantly expanded Dann's Push and Pull Motivation Theory, offering a more

profound insight into the motivational dynamics of tourists. The framework

developed by Dann was utilized by Saputro and Setiyorini (2019) in their

examination of the Dieng Plateau in Indonesia. Their study focused on how

external (pull) factors, like the perceived image of the destination, and internal

(push) motivations, such as relaxation and escape, influence tourist satisfaction

and loyalty. Their findings indicate that to foster repeat patronage and positive
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sentiment, the image of the destination, which acts as its primary enticement,

must align with the inherent motivations of travelers. Similarly, El-Said and Aziz

(2024) employed the theory to investigate the behavioral intentions of domestic

tourists in Egypt, emphasizing the ways in which pull factors (such as cultural

heritage and national image) and push motivations (such as the desire for

novelty) influence travelers' intentions to return.

Schwartz's Norm Activation Theory (NAT), developed in 1977, offers a

psychological framework for understanding the processes through which

individual norms are activated and transformed into motivated behavior,

particularly in contexts that hold social and moral significance, such as tourism.

This theory suggests that individuals are motivated to act when they

acknowledge their responsibilities, recognize the consequences of their actions,

and are influenced by societal norms or indications. Recent empirical studies

have expanded the application of the Norm Activation Model within tourism

contexts, highlighting the influence of social norms in encouraging individuals to

travel. For instance, Han, Hwang, and Lee (2019) explored the decisions made

by travelers regarding eco-friendly cruise products by integrating NAM with the

Value-Attitude-Behavior framework. Their findings indicate that tourists' intentions

were notably influenced by social and personal norms, particularly regarding

word-of-mouth recommendations, purchasing behavior, and the willingness to

pay a premium for eco-cruises. Moreover, Han and Hyun (2018) cited this theory

in their study and found that moral obligation, influenced by social factors,
 23

significantly affected travelers' motivations to engage in environmentally

sustainable travel behaviors. Consequently,

Conceptual Framework

The conceptual framework of this study is illustrated in Figure 1. The

arrow from the independent variables is destination image, and social influence is

directed toward the travel motivation of tourists as the dependent variable. The

purpose of this model is to determine if destination image and social influence

are significantly related to the travel motivation of tourist. Moreover, the goal is to

evaluate the influence of the two independent variables on the dependent

variable.

Independent Variables

DESTINATION IMAGE

Dependent Variable

TRAVEL MOTIVATION
OF TOURISTS
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Figure 1. The Conceptual framework of the study

Significance of the Study

This study holds significant value for students in tourism and academic

leaders as it deepens the comprehension of key elements influencing travel

motivation of tourists, specifically destination image and social influence. This

serves as a crucial educational resource for learners, bridging the divide between

theoretical concepts and practical application, while program leaders can

leverage the insights to align their curriculum with current industry needs. The

school president may view this study as a reflection of the institution's

commitment to impactful and community-focused academic endeavors,

contributing to the advancement of knowledge in tourism and local development.

The findings provide valuable insights for governmental bodies, such as

Local Government Units and the Department of Tourism, aiding in the

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development of sustainable tourism initiatives, the enhancement of infrastructure,

and the creation of effective policies aimed at improving the overall experience

for visitors. The tourism sector and its stakeholders—destination marketers,

travel agencies, and service providers—can leverage this knowledge to enhance

branding strategies, tailor services, and boost visitor loyalty. This study offers a

valuable foundation for those exploring traveler behavior, online marketing, and

international tourism trends, contributing to the enhancement of destination

competitiveness and sustainability.

Definition of Terms

The following terms shown in the research title are conceptually and

operationally defined to provide a clear understanding to the readers:

Destination Image (IV1) -refers to the process through which people try to form

an impression of a particular vacation destination. The destination image

encompasses beliefs, feelings, perceptions, and knowledge about a destination,

in addition to direct and indirect information gained while traveling to the

destination, such as through associations, tourism-related channels, social

platforms, and the Internet facility. Jebbouri et al. (2022)

Social Influence (IV2) - Social influence in travel motivation encompasses the

effects of social media interactions, user-generated content, and peer

recommendations on people's travel decisions, influencing their preferences,

destination selections, and overall experiences. (Saini et al., 2024)

Travel Motivation (DV) - Travel motivation encompasses the underlying reasons

that drive individuals' travel decisions. These can be classified into primary
 26

motives such as the desire for novelty, the need to escape or relax, and the

pursuit of relationship building. Additionally, there are secondary and tertiary

motives that include a connection to nature, personal growth, and the quest for

social status, all of which shape their travel experiences. Oktadiana and Agarwal

(2022)

Chapter 2
METHOD
This chapter presents the research design, research respondents,

research locale, research instruments, and statistical tools to be used for data

treatment.

Research Design

According to Miksza et al. (2023), descriptive research designs focus on

addressing questions through the observation and description of phenomena,

without any manipulation involved. These designs utilize surveys or observational

methods to gather data effectively. Correlational design serves as a framework

for investigating the connections between two or more variables within a single
 27

group, allowing for analysis at various levels. This design is non-experimental

and investigates the connections between two or more variables (Devi et al.,

2023). Bhat, A. (2020) states that, Descriptive-Correlational research is a method

that outlines and predicts how variables are logically associated within the real

world, without any intervention from the investigator to alter them or establish

relationships among them.

Descriptive correlational designs are essential in identifying the

prevalence and interrelationships among specified variables, thereby offering

insights into human phenomena (Curtis et al., 2016). This approach is especially

significant for analyzing the connections among destination image, social

influence, and travel motivation of tourist. This approach allows for an

assessment of tourists' perceptions of a destination, social influence, and the

impact of these factors on their travel motivation. This design facilitates the

gathering of quantitative data, which can uncover patterns and associations

without the need for variable manipulation, thereby ensuring that real-world

dynamics are faithfully represented. Thus, utilizing a descriptive-correlational

research design is essential for offering empirical evidence that aids in effective

tourism planning and marketing strategies.

The study uses a non-experimental quantitative research design utilizing a

descriptive-correlational method, as this method best aligns with its objectives.

This method allows a thorough analysis of the connections among destination

image, social influence, and travel motivation of tourist , all while keeping

variables unmodified. This study employs a descriptive-correlational design to

 28

examine patterns and associations among various factors, achieving concrete

findings that capture the experiences of tourists. This approach guarantees an

unbiased and dependable assessment of how destination image and social

influence affect travel motivation of tourist

Research Respondents

This study utilizes simple random sampling, a commonly used probability

sampling technique in quantitative research involving survey instruments. It is

stated that simple random sampling is advantageous in populations that are

homogeneous and uniformly selected. This selection method ensures that every

individual has an equal chance to take part in the study, with the selection

process relying solely on chance (Noor et al., 2022). This guarantees that the

sample accurately reflects the population, minimizing selection bias and

enhancing the applicability of the results.

This study will involve the selection of 100 respondents. Nulty (2008)

indicates that a sample size of at least 100 has been considered sufficient for

quantitative studies, offering adequate statistical power to examine the

relationships among variables. To guarantee the relevance and accuracy of the

data, the inclusion criteria specify that respondents must be tourists aged 18 and

above, enrolled under the program of hospitality and tourism management, and

within a recognized educational institution in Davao City. That said, participants

enrolled in other programs and outside the institution will be excluded from the

study. This criterion guarantees that the study will yield relevant information into
 29

the ways in which destination image and social influence affect travel motivation

of tourist.

Research Locale

The research will be conducted at a reputable educational institution

located at Ecoland Drive corner Quimpo Boulevard in Matina, Davao City,

Philippines. This institution is accredited by the Department of Education

(DepEd) and the Commission on Higher Education (CHED). It provides a wide

range of academic programs, providing thorough educational opportunities for its

students. This institution, established about 25 years ago, has committed itself to

fostering the potential, learning abilities, and intellectual development of its

students. Throughout its existence, it has consistently maintained exceptional

standards in every aspect of its operations.

Research Instrument

Three sets of survey questionnaires were utilized to collect data from the

study's respondents. The first set of the questionnaire will be about destination

image, adapted from the survey by Koo (2013). Moreover, the second set of the

questionnaire will be about social influence, based on the survey Jang et al.

(2009). Furthermore, the third set of the questionnaire will be about the travel

motivation of tourist, adapted from the survey from Abad et al. (2024) . An expert

conducted an evaluation of the contextualized survey questionnaire to assess its

face validity, confirming that the questions appeared suitable and understandable

for the intended population.

 30

In this study, a four-point Likert scale will be used for it is one of the most

commonly used scales. To evaluate the level of destination image the following

scales were employed:

Range of means Descriptive Interpretation

Evuivalent
3.26-4.00 Very High When destination image is
always manifested
2.51-3.25 High When destination image is
often manifested.
1.76-2.50 Low destination image is rarely
manifested
1.0-1.75 Very Low When destination image is
not manifested at all

To evaluate the level of social influence the following scales were utilized:

Range of means Descriptive Interpretation

Evuivalent
3.26-4.00 Very High When social influence is
always manifested
2.51-3.25 High When social influence is
often manifested.
1.76-2.50 Low Social influence is rarely
manifested
1.0-1.75 Very Low When social influence is not
manifested at all

To assess the level of travel motivation of tourists,the following scales

were utilized:

Range of means Descriptive Interpretation

Evuivalent
3.26-4.00 Very High When travel motivation of
tourists is always manifested
2.51-3.25 High When travel motivation of
tourists is often manifested.
1.76-2.50 Low Travel motivation of tourists is
rarely manifested
1.0-1.75 Very Low When travel motivation of
tourists is not manifested at
 31

all
Data Collection

During the outset, the researcher will arranged appointments with her

adviser for consultation in the conceptualization of the research framework. Once

the changes were approved, the modified survey questionnaires were put

together and given to the panel of examiners for face validation. For this study to

happen, the researcher also asked approval from the Program Head/Dean of the

College Department. The researcher also gave the tool to the respondents in

person and explained why the study problems were important. After the

interviewees had answered all the questions on the research tools, the

researcher got the survey questionnaire. The results were put into a table and

then statistical tests were run on them. From then on, statistical results were

carefully looked at and read with professional care in order to come up with

useful findings, conclusions, and suggestions.

Statistical tools

The statistical tools that were used for the treatment of the data collected

from the target respondents were presented hereunder:

Mean and Standard Deviation – This will be used to describe the level of

destination image, as well social influence and travel motivation of tourists.

Pearson(r) – This will be used to determine the significant relationship

between destination image, social influence and travel motivation of tourists.

Regression Analysis – This will be used to test the influence of

Destination Image and social influence on travel motivation of tourists.

 32

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