Tourist Motivation & Buying Intention for Adventure Tourism Sites in Southern Leyte (2024) PDF

TOURIST MOTIVATION AND BUYING INTENTION FOR ADVENTURE TOURISM SITES IN SOUTHERN LEYTE A Thesis Submitted to the Faculty of Hospitality and Tourism Management of Southern Leyte University, Sogod, Southern Leyte...

TOURIST MOTIVATION AND BUYING INTENTION FOR ADVENTURE TOURISM SITES IN SOUTHERN LEYTE A Thesis Submitted to the Faculty of Hospitality and Tourism Management of Southern Leyte University, Sogod, Southern Leyte In Partial Fulfillment of the Course Requirement For the Degree BACHELOR OF SCIENCE IN TOURISM MANAGEMENT DAGOHOY, ANGEL FLORENCHE LABASTIDA, ALYSSA BRIDGET December 2024  APPROVAL SHEET This research entitled “TOURIST MOTIVATION AND BUYING INTENTION FOR ADVENTURE TOURISM SITES IN SOUTHERN LEYTE” presented by DAGOHOY, ANGEL FLORENCHE M. & LABASTIDA, ALYSSA BRIDGET in partial fulfilment of the requirements for the degree of BACHELOR OF SCIENCE IN TOURISM MANAGEMENT is hereby accepted. STUDENT RESEARCH COMMITTEE AGNES E. MONTAÑEZ Adviser KRISTIN O. ESPITA JASMIN S. DAYUNAN LUCILLA BACALLA SRC Member SRC Member SRC Member Accepted as partial fulfillment of the requirements for the degree of Bachelor of Science in Tourism Management. JASMIN S. DAYUNAN, DM FHTM Dean 1  ACKNOWLEDGMENT First and foremost, we, the researchers, give our heartfelt gratitude to Almighty God for granting us the wisdom, strength, and perseverance to complete this study. His guidance and blessings have been our source of motivation and resilience throughout this journey. We extend our deepest appreciation to the Local Government Units (LGUs) of Southern Leyte for approving our request to conduct this research and for their support in facilitating access to the necessary data and respondents. Your cooperation and assistance have been invaluable in bringing this study to fruition. To our families, we express our sincerest gratitude for their unwavering support and sacrifices. Your encouragement, understanding, and financial assistance have been our foundation in helping us make it this far. We also wish to thank our friends for their moral support and encouragement, especially during the most challenging times of this research process. Your words of motivation and belief in us have been a source of inspiration and strength. Finally, to everyone who contributed in one way or another to the successful completion of this study, we are truly grateful. This achievement would not have been possible without your guidance, trust, and generosity. 2  ABSTRACT This study explores the factors influencing tourist motivation and buying intention for adventure tourism sites in Southern Leyte, Philippines. Despite being branded as the "Playground of Eastern Visayas," the region faces challenges such as underdeveloped sites, limited funding, and low public awareness. To address these issues, the research investigates key motivational drivers, buying behaviors, and the relationship between these factors to provide actionable recommendations for stakeholders. The findings highlight that intrinsic motivations, such as the desire for exploration, novelty, and self-discovery, play a crucial role in attracting adventure tourists. Social factors, including opportunities to bond with family and friends, further enhance the appeal of adventure tourism. Buying intentions are strongly influenced by emotional satisfaction, affordability, and the perceived value of experiences. A moderate relationship between tourist motivations and buying behaviors underscores the need for well-aligned tourism offerings. To strengthen Southern Leyte's adventure tourism sector, the study recommends developing diverse and affordable packages, enhancing marketing strategies that resonate with youth and adventure seekers, and incorporating cultural and educational elements. By aligning tourism initiatives with the needs and preferences of adventure tourists, this study contributes to the sustainable growth and competitive positioning of Southern Leyte as a premier destination for adventure tourism. 3  TABLE OF CONTENTS Title Page TITLE PAGE APPROVAL SHEET I ACKNOWLEDGEMENT II ABSTRACT III TABLE OF CONTENT CHAPTER I INTRODUCTION Background of the Study 6 Statement of the Problem 8 Significance of the Study 10 Theoretical Framework 11 Scope and Limitation of the 15 Study Definition of Terms 16 II REVIEW OF RELATED 18 LITERATURE III RESEARCH METHODOLOGY Research Design 29 Research Locale 29 4  Research Respondents 30 Research Instrument 26 Research Procedure 26 Statistical Treatment of 27 Data IV PRESENTATION, 36 ANALYSIS, AND INTERPRETATION OF DATA V SUMMARY OF FINDINGS, 55 CONCLUSION AND RECOMMENDATION VI OUTPUT OF THE STUDY 60 BIBLIOGRAPHY 67 APPENDIX A 76 APPENDIX B 82 5  CHAPTER I INTRODUCTION Background of the Study Tourism is a profitable market for attracting visitors, and for spending money on tourists. Most service industry sectors such as transportation services, hospitality services, and entertainment play a vital role in the growth of tourism (Kumar, 2020). Adventure tourism, as one of the tourism niches, continues to expand and become one of the largest and fast-growing sectors that contributed to the economy of the nation (Xalxo 2024). Wei-Chin, Kuei-Feng, and Chen-Ju (2023) state that the adventure tourism sites can significantly boost their perceived value and encourage group purchases by using effective promotional strategies like price discounts and exclusive offers. Travel motivation is and has always been a critical, fundamental theme in tourism literature because it plays an important role in the growth of tourism. According to Arquinez et al (2020), adventure tourism is a large yet understudied industrial segment. The Philippines is an emerging tourism destination in Asia. In the last decade, the country’s tourism industry has experienced significant growth in terms of international tourist arrivals and visitor receipts. Because the Philippines is endowed with air, land, and ocean adventure sites, the country is meeting demand, as adventure tourism has lately emerged as a global trend. In the Philippines, Southern Leyte has long been branded as the "Playground of Eastern Visayas," a title strongly advocated by Governor Damian Mercado in 2011 to reflect the region's potential for adventure tourism during the opening of an adventure tourism site which is called Zip Southern Leyte located in Agas-Agas Bridge (Arnaiz 2011). In 2014, an article from Philstar, “Sogod Bay: Southern Leyte’s underwater paradise,” mentioned that the Department of Tourism is promoting Sogod Bay, the only certified scuba site in the Eastern Visayas, as a diving haven. Because of this unique adventurous activity, Southern Leyte is, again, marketed as the “Playground of Eastern Visayas,” according to DOT Region 8 Director, Karina Rosa Tiopes. However, as of 2024, this branding does not seem to fully embody the reality of Southern Leyte's tourism landscape. According to Badeo (2024), a local tourism officer in the province, adventure tourism sites in the region suffer from inadequate funding, the budget is more on cultural heritage preservation and infrastructure development tourism facilities which hinders the development and promotion of adventure tourism sites in Southern Leyte. This underfunding is reflected in 6 the researchers' observations that many Southern Leyteños are not even aware of the "Playground of Eastern Visayas" branding, nor of the adventure tourism opportunities it is supposed to highlight. Adventure tourism literature underscores the importance of understanding tourist motivations and buying intentions as critical factors for growth and sustainability. Motivation drives individuals to seek adventure tourism experiences, influenced by intrinsic factors (e.g., desire for challenge or escapism) and extrinsic factors (e.g., promotional strategies or servicescapes) (Wei-Chin, Kuei-Feng, & Chen-Ju, 2023). Similarly, buying intention reflects the likelihood of tourists engaging in tourism activities, shaped by perceived value, satisfaction, and novelty. However, research specific to the Philippine context, particularly in Southern Leyte, was limited. This gap highlighted the need for targeted studies that address the unique motivations and behaviors of adventure tourists within this geographic and cultural setting. In the growing field of adventure tourism, particularly in Southern Leyte, there was a significant gap in understanding how tourist motivation translates into buying intention. This study seeked to address this gap by exploring the factors that influence tourist motivation and buying intentions, with the aim of revitalizing and aligning Southern Leyte's adventure tourism sector with its intended branding. There was limited research that integrated them to examine the unique motivations and purchasing behaviors of adventure tourists within this specific geographic and cultural context. By analyzing the key motivators for tourists, such as their desire for adventure, cultural experiences, or relaxation, and how these motivations influence their decisions to visit specific sites, the study would provide actionable insights. These insights guided the development of adventure tourism sites, ensuring they meet the needs and expectations of potential visitors. Moreover, this study would analyze the relationship between tourists' motivations and their buying intentions, offering a deeper understanding of how these factors interact to influence their behavior. The findings would be crucial in crafting a strategic plan that not only addresses the gaps in the current adventure tourism offerings but also enhances the overall appeal of Southern Leyte as a premier destination. By understanding what truly motivates tourists and how these motivations translate into economic activity, local tourism stakeholders can develop more effective strategies to attract and retain visitors, ultimately contributing to the growth and sustainability of adventure tourism in the region. 7 Statement of the Problem This study examined the tourist motivation and buying intention for adventure tourism sites in Southern Leyte, Philippines. It specifically aimed to answer the following questions: 1. What is the demographic profile of the tourists in terms of: 1.1) Age; 1.2) Gender; 1.3) Income level; 1.4) Educational background; and 1.5) Citizenship 2. What is the level to Tourist Motivation to engage on Adventure Tourism Sites in Southern Leyte, in terms of: 2.1 Intrinsic Motivational Factors 2.2 Family and Friends 2.3 Adventure Destination Exploration 2.4 Leisure and Recreation 2.5 Adventure Experience 2.6 Routine Elements 3. What is the level of buying behavior in Adventure Tourism Sites in Southern Leyte, in terms of: 3.1 Functional value 3.2 Value for money 3.3 Emotional value 3.4 Social value 3.5 Novelty value 8  3.6 Satisfaction 3.7 Intention to revisit 3.8 Search for alternatives 3.9 Word-of-mouth referral 4. Is there a relationship between tourists' motivation and their buying intentions for adventure tourism in Southern Leyte? 5. Based on the study, what strategic plan can be formulated? 9 Significance of the Study This study was significant for several reasons, benefiting various stakeholders, including: Business Owners. Entrepreneurs and business owners operating in the adventure tourism sector can utilize the study's findings to develop new products and services, improve existing offerings, and create business strategies that align with the preferences and expectations of adventure tourists. Local Government Units (LGUs). This study will provide valuable data to LGUs in Southern Leyte, helping them to make informed decisions regarding infrastructure development, policy-making, and resource allocation to support and enhance adventure tourism in the region. Local Tourism Office. The research will assist the local tourism office in identifying key areas for improvement, developing targeted promotional campaigns, and enhancing the overall tourist experience by focusing on factors that drive tourist satisfaction and engagement. This research can be used to develop more effective marketing strategies tailored to the specific motivations of adventure tourists. Better allocation of resources towards promoting adventure tourism sites, leading to increased tourist arrivals. Tourism Businesses. This will improve understanding of customer needs and preferences, allowing for the creation of more appealing tourism products and services. Potentially increase sales and customer satisfaction by aligning offerings with tourist motivations. Local Community. This will provide economic benefits through increased tourist spending in the region, which can lead to job creation and improved livelihoods. Also promote the local culture and heritage as part of the adventure tourism experience, fostering a sense of pride and cultural preservation. Tourists. Will help enhance travel experiences through improved services and attractions that meet their adventure-seeking motivations. Increase satisfaction and the likelihood of repeat visits, contributing to the sustainable growth of the industry. Future Researchers. This study can serve as a valuable resource for future researchers exploring similar topics. The findings and methodologies can provide a basis for comparative studies, help identify gaps in the existing literature, and inspire new research questions. Future researchers can build on this work to further explore the dynamics of adventure tourism, its impact on local communities, and the evolving preferences of tourists. 10  Academic Researchers. This will contribute to the literature on adventure tourism, providing new insights into tourist motivation and buying intentions specific to Southern Leyte. This can also be the basis for future research on similar topics in different geographic contexts. Theoretical Framework Push and Pull Motivation Theory The theoretical foundation for this study on tourist motivation and buying intention in adventure tourism draws upon well-established theories that explain the dynamics behind tourists’ behaviors, needs, and destination choices. Key among these is the Push and Pull Motivation Theory, a widely recognized concept in tourism research. According to this theory, motivation for travel is shaped by a dual set of factors: intrinsic "push" factors and extrinsic "pull" factors (Morrison, 2013). Push factors stem from internal, psychological needs or desires, such as the urge to escape from routine, a quest for adventure, or the pursuit of self-discovery and social interaction. These factors initiate the desire to travel and influence tourists’ underlying intentions, forming the psychological basis that propels them toward seeking new experiences. In contrast, pull factors are those unique attributes associated with specific destinations, such as scenic beauty, distinctive activities, cultural experiences, or the adventure opportunities offered. Pull factors thus operate as external incentives, shaping the selection of a particular destination based on its perceived ability to meet the tourist's expectations for adventure, novelty, or other experiential desires (Caber & Albayrak, 2016). In this way, push and pull factors interact to influence both the intention to travel and the eventual choice of destination, making this theory particularly suitable for examining motivations in the context of adventure tourism. Travel Career Ladder (TCL) Model Another relevant model for understanding tourist motivation in adventure settings is the Travel Career Ladder (TCL) Model, which is rooted in Maslow’s hierarchy of needs and further developed within tourism research (Swarbrooke et al., 2012; Morrison, 2013). This model postulates that tourists’ motivations are hierarchical and evolve with accumulated travel experiences. Initially, tourists may be motivated by basic needs like safety, relaxation, or simply the need for rest. As they become more seasoned travelers, however, their motivations may shift toward higher-order needs, such as self-esteem, 11 personal growth, and self-actualization. This progression suggests that adventure tourists—who often seek excitement, novelty, and self-challenge—may find their motivations evolving as they gain more experience in adventure tourism activities. The TCL model thus offers a nuanced lens through which to understand the depth and complexity of tourist motivation as it relates to self-fulfillment and adventure tourism pursuits (Cao et al., 2013; Lester, 2013). Leisure Motivation Approach In conjunction with these theories, the Leisure Motivation Approach provides additional insights into post-activity satisfaction and factors that can drive repeated engagement in adventure tourism. According to this approach, individuals are driven by motivations that include intellectual pursuits (e.g., learning or discovery), social needs (e.g., forming relationships), competence mastery (e.g., challenging oneself), and stimulus avoidance (e.g., escaping stressful environments). These motivations can significantly influence tourists’ levels of satisfaction following their adventure experiences, which in turn may affect their future travel intentions. This approach highlights the importance of aligning adventure tourism offerings with the diverse motivational drivers that tourists bring to their experiences (Caber & Albayrak, 2016). Theory of Planned Behavior The Theory of Planned Behavior (TPB), formulated by Icek Ajzen in 1991, provides a strong framework for predicting and understanding human behavior in various contexts, including tourism. TPB posits that an individual's intention to perform a behavior is influenced by three factors: attitude toward the behavior, subjective norms, and perceived behavioral control. Attitude refers to the degree to which a person has a favorable or unfavorable evaluation of their behavior. Subjective norms involve the perceived social pressure to perform or not perform the behavior. Perceived behavioral control refers to the perceived ease or difficulty of performing the behavior, which can also influence behavior directly (Ajzen, 1991). In tourism research, TPB has been applied to predict tourists' intentions to engage in various activities and visit specific destinations. For example, Lam and Hsu (2006) used TPB to examine travel intentions among Chinese tourists visiting Hong Kong. Their findings highlighted the significant roles of attitude, subjective norms, and perceived behavioral control in shaping travel intentions. Similarly, Hsu and Huang (2012) extended 12 TPB by incorporating additional constructs like past behavior and destination image to better predict tourists' intentions. Recent studies have continued to validate and expand the application of TPB in tourism. Meng and Han (2018) explored the decision-making process of tourists engaging in ecotourism activities, confirming the relevance of TPB components in predicting behavioral intentions. Furthermore, Lee et al. (2020) applied TPB to understand tourists' intentions to stay in green hotels, emphasizing the importance of environmental attitudes and perceived social norms. Collectively, these theories provide a robust framework for examining the motivational factors that influence tourists’ intentions and choices in adventure tourism. By integrating insights from the Push and Pull Motivation Theory, Travel Career Ladder Model, and Leisure Motivation Approach, and the Theory of Planned Behavior, this study aimed to uncover the underlying psychological and situational factors that shape tourists' buying intentions and motivations within the unique adventure tourism landscape of Southern Leyte. Paradigm of the Study The study’s paradigm was designed to depict the relationship between key motivational theories and the intention of tourists to engage in adventure tourism in Southern Leyte. This model incorporates the Push and Pull Motivation Theory, Travel Career Ladder (TCL) Model, Leisure Motivation Approach, and Theory of Planned Behavior (TPB) to comprehensively explain how various motivations and psychological constructs interact to form tourists' buying intentions for adventure tourism. The paradigm begins with the Push Factors and Pull Factors outlined in the Push and Pull Motivation Theory. Push factors represent internal drivers, such as the need for escape, adventure, or social interaction, while pull factors represent the specific attributes of Southern Leyte that draw tourists, such as its natural beauty, variety of adventure activities, and cultural appeal. Together, these factors stimulate the desire to travel and influence the choice of destination, making them essential in understanding the appeal of Southern Leyte for adventure tourists. Building on this foundation, the paradigm integrates the Travel Career Ladder (TCL) Model, which suggests that tourist motivations evolve with experience. As tourists 13 gain familiarity with adventure tourism, they often progress from basic needs like relaxation to more complex desires for self-esteem and self-actualization. This aspect of the paradigm acknowledges that experienced adventure tourists may be more driven by personal growth and challenge, while newer tourists may prioritize safety and relaxation, providing a deeper understanding of tourist segments. Further enriching this model is the Leisure Motivation Approach, which examines motivations related to intellectual engagement, social interactions, skill development, and escapism. This approach emphasizes the satisfaction tourists gain from these activities, which is crucial for understanding repeat visitation and long-term engagement with adventure tourism activities in Southern Leyte. By aligning offerings with these diverse motivations, the destination can increase the likelihood of satisfying a broad range of tourist desires. Central to the paradigm is the Theory of Planned Behavior (TPB), which highlights how attitudes, subjective norms, and perceived behavioral control shape tourists' buying intentions and ultimate behaviors. According to TPB, tourists' attitudes toward adventure tourism (e.g., viewing it as thrilling or worthwhile), the influence of social norms (e.g., family or friends encouraging adventure travel), and their perceived control (e.g., the availability of information or ease of access to the activities) all play crucial roles in determining whether they form a strong intention to engage in adventure tourism activities. The TPB thus offers a valuable lens for understanding how these psychological and social factors impact tourists’ decision-making processes, influencing both their intention to travel and their eventual choice to participate in adventure tourism in Southern Leyte. At the center of the paradigm is Buying Intention, the dependent variable. This is shaped by the combined effects of push and pull motivations, travel experience levels (from TCL), satisfaction derived from fulfilling leisure motivations, and the components of TPB. The paradigm suggests that when these motivations align positively, they increase the likelihood that tourists will form strong intentions to engage in adventure tourism activities in Southern Leyte, thereby contributing to the economic and cultural vitality of the region. This paradigm provided a holistic approach to understanding the motivational and psychological constructs that drive tourists' intentions and decisions, aligning with the study’s objective of identifying effective strategies to promote adventure tourism in 14 Southern Leyte. By integrating multiple theoretical perspectives, this model highlights both individual motivations and broader social influences, offering actionable insights for targeted marketing and product development in the adventure tourism sector. Through this framework, the study aimed to explore how the interplay of these factors can inform strategic planning to promote and enhance adventure tourism in Southern Leyte. Figure 1. Diagram of Paradigm of the Study Scope and Limitation of the Study The scope of this study included selected municipalities in Southern Leyte that offer adventure tourism sites, as identified by the Provincial Tourism Office. The municipalities under study are Malitbog, Padre Burgos, Pintuyan, Silago, Macrohon, Libagon, Maasin City, Limasawa, Sogod, and Liloan. The focus of the study was on examining tourist motivations and buying intentions specifically for adventure tourism activities available in these municipalities, including diving, snorkeling, whale shark interactions, surfing, cave exploration, gorge climbing, road biking, and sea biking. 15 Definition of Terms Adventure Tourism. A type of tourism that involves exploration or travel to remote areas where the traveler should expect the unexpected, often including physical activity, cultural exchange, and engagement with nature. Tourist Motivations. Internal and external factors that drive individuals to travel and engage in tourism activities. Buying Intentions. The likelihood or willingness of tourists to purchase or engage in specific tourism activities. Push Factors. Intrinsic motivations that drive individuals to travel, such as the desire for adventure, escape, and self-discovery. Pull Factors. External attributes of a destination that attract tourists, including natural beauty, cultural attractions, and available activities. Intrinsic Motivational Factors. Internal drives such as excitement, challenge, and self-discovery that motivate tourists to engage in adventure tourism. Family and Friends. The influence of social relationships, where tourists are motivated to experience adventure tourism with or because of loved ones. Adventure Destination Exploration. The desire to discover new places, cultures, and environments unique to adventure tourism locations. Leisure and Recreation. Motivations centered on relaxation, enjoyment, and physical or mental stimulation from adventure activities. Adventure Experience. The background and skills tourists bring to adventure tourism, shaping their readiness and interest in specific activities. Routine Elements. The motivation to escape daily routines and experience something novel and refreshing. Functional Value. The practical benefits tourists perceive, such as convenience, accessibility, and the quality of services at the destination. Value for Money. Tourists’ perception of receiving good service and experiences relative to the cost. Emotional Value. The pleasure, excitement, and personal fulfillment tourists feel from adventure tourism experiences. Social Value. The sense of social connection or status gained from participating in popular or adventurous activities. Novelty Value. The appeal of unique, unusual, or thrilling experiences that are different from everyday life. 16 Satisfaction. The overall contentment or fulfillment tourists feel after their adventure tourism experience. Intention to Revisit. The likelihood that tourists plan to return to the adventure tourism destination in the future. Search for Alternatives. The consideration of other destinations or activities if initial expectations are not met. Word-of-Mouth Referral. The tendency of tourists to recommend the adventure tourism destination to others based on their experiences. 17  CHAPTER II REVIEW OF RELATED LITERATURE This chapter aimed to examine the motivations of tourists and their subsequent purchasing intentions, specifically focusing on adventure tourism in Southern Leyte. Furthermore, the development and promotion of adventure tourism destinations rely significantly on understanding visitor motivations and purchase intentions. Characteristics and Criteria of Adventure Tourism Adventure tourism was frequently depicted in terms of motivation (Gonçalves, 2020). This was possibly because it was challenging to understand why some people risked their lives to climb the north face of a mountain or threw themselves off a bridge with a rope tied around their feet (Gonçalves, 2020), while others devoted their leisure time to playing chess, gardening, or traveling to different countries (Phan, 2010). The question was asked: ‘Why did people participate in adventure activities?’ (Tshipala, 2013). According to Solomon (2019), everything happens for a reason, such as quenching a thirst, killing boredom, or attaining some spiritual experience. Travel motivation was and always had been an essential, fundamental topic in tourism literature as it played a significant part in the development of tourism (Hooper, 2012). According to Ponte et al. (2021), travelers often idealized their adventure experiences based on six key components such as physical involvement, interaction with nature, immersive fantasy, independence, unpredictability, and preparation. These elements played a crucial role in shaping tourists' motivations and expectations. Physical involvement and interaction with nature emphasized the desire for active and authentic experiences that engaged the senses and connected with the environment. Immersive fantasy reflected the appeal of escaping daily life and experiencing something extraordinary. Independence and unpredictability addressed the need for personal freedom and spontaneity, while preparation ensured that travelers were ready for their adventure. Understanding these components allowed adventure tourism operators to tailor their offerings to match travelers' idealized expectations, which enhanced satisfaction and increased the chances of repeat visits and positive recommendations. According to Wang and Yang (2021), there has been a significant increase in the demand for adventure tourism as well as its supply in recent years. This rise was indicative of travelers' growing desire for the kind of unusual and difficult experiences that 18 adventure tourism provided. Consumer demand for novelty, excitement, and personal fulfillment fueled the growth of adventure tourism, and adventure destinations were well-positioned to meet these needs. This trend emphasized how, in order to remain competitive in the growing adventure tourism market, tourism operators had to constantly innovate and adapt to changing visitor expectations. Sato et al. (2018) showed that for the Decision-Making group, the link between pull motivations and destination loyalty was not mediated by tourist satisfaction. This finding suggested that even if visitors had a positive experience, their loyalty or likelihood of returning was not necessarily related to the destination's attractiveness or beauty. The study indicated that other factors, such as emotional connection, perceived value, and post-visit experiences, played a more significant role in fostering destination loyalty. To effectively build and maintain tourist loyalty, tourism marketers needed to consider factors beyond mere satisfaction, highlighting the importance of exploring additional elements that drove loyalty. Janowski et al. (2021) suggested that the rapid growth of the adventure tourism sector in recent years was due to its expansion. Adventure tourism was often seen as involving physical outdoor activities, ranging from hard adventures like rock climbing and wilderness trekking to softer experiences like hiking and snorkeling. However, these traditional views were criticized for being too literal and not fully capturing the essence of adventure travel. Critics argued that these classifications failed to reflect the deeper experiences and emotional connections that defined adventure tourism, highlighting the need for more nuanced approaches to truly represent this growing industry. Motivations for Adventure Tourism Travel motivation was a multifaceted topic in the study of psychology that explained the process of individuals' decision-making and the reasons why people conducted themselves the way they did both before and after a trip (Swarbrooke et al., 2012). This topic became interesting to researchers in the context of participation in outdoor adventure activities (Gyimóthy and Mykletun, 2004) because, according to Beckman et al. (2017), there were limited studies on this topic. Therefore, this study contributed to the body of knowledge regarding tourist motivations to participate in adventure tourism activities, and product owners needed to research the travel motives for pleasure/leisure travel to their specific destinations (Morrison, 2013). The purpose of this 19 study was to examine tourist motivations to participate in adventure tourism activities in Gauteng, South Africa. In South Africa, three out of the nine provinces, namely Gauteng, Western Cape, and KwaZulu-Natal, were considered the best regarding adventure tourism attractions (McKay, 2016). Giddy’s (2018) findings revealed that adventure tourists were typically motivated by a desire for novelty, challenge, and self-discovery, and they often sought experiences that offered a high level of physical engagement and interaction with nature. It highlighted the diverse motivations behind adventure tourism and emphasized the importance of understanding these profiles to effectively market adventure tourism products and tailor experiences to meet the expectations of different tourist segments. Giddy (2018) found that respondents' motivations for adventure tourism were less influenced by risk and thrill than other studies had suggested. Instead, a variety of factors played a role in decision-making, indicating that adventure tourism experiences were becoming more complex and dynamic. The study also showed that participants' motivations differed based on the activity, suggesting that various adventure activities appealed to different needs. For example, some were attracted to the physical challenge of rock climbing, while others preferred the tranquility of hiking. This insight underscored the need for customized marketing and experience design to address the diverse expectations and needs of adventure travelers. Carvache-Franco et al. (2022) identified five key motivational dimensions in adventure tourism, such as learning, social, biosecurity, relaxation, and competence mastery. Among these, relaxation and biosecurity were the most significant predictors of tourist loyalty. The study revealed a shift in tourist motivations, showing that adventure tourism increasingly incorporated elements of relaxation and biosecurity. This indicated that adventure tourists were not only seeking thrilling experiences but also placed a high value on safety and stress reduction, reflecting changing preferences in the adventure tourism sector. Elbek Kalbekov and Bakyt Turdumambetov (2024) highlighted that the environment played a crucial role in attracting tourists, emphasizing the significance of scenic and natural features in influencing travel choices. Their research indicated that other pull factors, such as infrastructure or cultural attractions, had a minimal impact on travelers' decisions. This underscored the primary importance of environmental factors in tourism decisions, suggesting that while other elements enhanced the overall experience, they were secondary to the appeal of natural surroundings and landscapes. The findings 20 stressed the need for tourism strategies to focus on and prioritize environmental aspects to attract and retain tourists. Ritpanitchajchaval et al. (2023) emphasized that adventure tourism experiences driven by the desire for meaningful and fulfilling interactions with nature encouraged visitors to engage more responsibly with their surroundings and support conservation efforts. By aligning tourists' personal goals with the preservation of mountain ecosystems, this focus on eudaimonic values promoted sustainable practices. Additionally, this approach fostered more environmentally conscious tourism, reduced negative impacts on natural resources, and supported the long-term viability of mountain destinations by connecting personal satisfaction with environmental stewardship. Giddy and Webb’s (2018) study explored the relationship between environmental attitudes and motivations for adventure tourism, emphasizing how concern for environmental issues influenced travelers' choices of adventure activities. Their research identified a significant trend where travelers with strong environmental values preferred adventure tourism options that were ecologically sustainable and promoted conservation efforts. The study provided evidence that environmental consciousness was increasingly shaping tourism preferences, leading to a rise in demand for eco-friendly and low-impact adventure experiences. This shift highlighted the need for adventure tourism operators to integrate environmental considerations into their offerings to attract environmentally conscious consumers. The authors suggested that aligning adventure tourism practices with environmental stewardship not only met the expectations of modern travelers but also contributed to sustainable tourism development. Buckley's (2018) study investigated how perceptions of risk and prior experience impacted the management and delivery of adventure tourism. The research highlighted that adventure tourists’ decision-making processes were significantly influenced by their risk tolerance and past experiences with adventure activities. Buckley emphasized the need for adventure tourism operators to understand these perceptions to design safer and more appealing experiences. By examining the interplay between risk, experience, and management strategies, the study complemented Giddy’s exploration of participant profiles by offering a broader perspective on how these factors affected tourist choices and expectations. This understanding was crucial for developing effective management practices that addressed safety concerns while enhancing the overall adventure experience. Buckley’s findings underscored the importance of balancing risk with thrill, 21 and experience with safety, to attract and retain adventure tourists in a competitive market. Chauke’s (2022) motivation theories existed as answers to what, how, and why tourists were motivated to purchase adventure products (Terblanche, 2012). Motivation was the process that made people do certain things. A variety of motivation theories explained the reason why people acted the way they did (Hooper, 2012). According to Ewert et al. (2013) and Morrison (2013), academic researchers had compiled a variety of theories that explained why people decided to travel and participate in adventure activities that contained risk and danger. The following section discussed a variety of theories and their application to adventure tourism. These theories included push and pull motivation theory, travel career ladder model, allocentrism/psychocentrism model, leisure motivation approach, optimal arousal theory, edgework theory, expectancy theory, and wanderlust and sunlust theory. Push and Pull Factor Approaches to Tourism Motivations Tourist motivations had long been a central focus in tourism research and practice, widely explored by academics and industry professionals alike (Crompton, 1979; Ryan & Glendon, 1998). Understanding what drove individuals to pursue specific tourism experiences was essential for effective development and marketing strategies by tourism operators and organizations. This knowledge provided valuable insights into tourist behavior and broader industry dynamics. Various methods had been employed to identify and analyze these motivations, with the choice of technique often depending on the study's objectives. One prominent approach was the push and pull factor model for understanding adventure tourism motivations. Introduced by Dann (1977), this model posited that internal 'push' factors drove individuals to seek out tourism experiences, while external 'pull' factors influenced their choice of specific experiences or destinations. An application of the push and pull factor model in nature-based tourism was demonstrated by Kim et al. (2003) in their study of visitors to National Parks in Korea. They identified four main 'push' factors: the desire for family togetherness and educational experiences, the appreciation of natural resources, escaping from routine, and seeking adventure and social connections. These internal motivations—escapism, nature appreciation, education, interpersonal factors, and adventure—were frequently cited in nature-based tourism literature. Conversely, 'pull' factors were categorized into three main areas: key tourist resources, the availability of information and convenience of facilities, 22 and accessibility and transportation. Among these, the availability of 'tourist resources' was particularly noteworthy. According to Hooper (2012), it was imperative to consider the terms ‘push’ and ‘pull’ when discussing motivation. Push factors were the socio-psychological motives of anomie that motivated a person to take a break away from work and everyday life. Pull factors were the socio-psychological motives of ego-enhancement, motivating a person towards taking a trip. In other words, push factors initiated inspiration for an individual to mobilize to a destination, and pull factors caused the individual to choose a particular destination. According to Caber and Albayrak (2016), Battour et al. (2017), and Morrison (2013, p.403), the push motivational factor was an internal motivator of tourists, an emotional factor or an internal longing such as the desire for a getaway, recreation, or adventure, 'prestige, health and fitness, and social interaction.' In contrast, the pull motivational factor was considered an external motivator, such as being attracted by the place of visit and its leisure infrastructure. The theory of push and pull motivation was the best accepted and applied theory in tourism and the marketing of a destination. This theory was considered when explaining tourist motivations and tourists’ reasons for travel and their selection of a specific destination (Morrison, 2013; Battour et al., 2017). Academics such as Dann (1981), Iso-Ahola (1982), Chul Oh et al. (1995), Baloglu and Uysal (1996), Kim and Lee (2002), Jang and Cai (2002), and Yoon and Uysal (2005) as cited by Battour et al. (2017) agreed that push-pull factors influenced tourists when traveling and selecting their destinations. Tourists underwent four stages before making a decision to travel to a destination of choice. According to Fletcher et al. (2013), the four stages included energisers of demand (inspiration), effectors of demand (receiving information about a destination through brochures and media), roles and decision-making (the role of the tourist as a consumer impacted the ultimate decision of the holiday), and filterers/determinants of demand (a series of demographic or socio-economic constraints and opportunities influenced the decision to travel). Push and pull factors influenced the choice of the tourism consumer regarding a tourism destination (Gilbert, 1991 as cited by Page and Connell, 2014). 23 The Psychological Aspects of Adventure Travel It was essential to comprehend the psychological components of adventure travel in order to properly inspire and draw travelers. According to Amatulli et al. (2021), the need for adventure travel stemmed from psychological elements including the need for self-discovery, the need for new experiences, and the desire for personal thrills. Their findings demonstrated that intrinsic motivations, such as the desire for challenge, excitement, and personal development, were frequently the driving forces behind adventure travel. Marketing tactics should have linked messages with the deeper psychological requirements of potential travelers and highlighted the unique and transforming experiences that adventure travel offered in order to engage with these psychological motivations. Furthermore, Ponte et al. (2021) expanded on this by revealing that travelers frequently created idealized expectations of their adventure experiences through what they referred to as 'romanticized adventure mythology.' This romanticized perspective, shaped by personal fantasies and cultural narratives, influenced how travelers pictured their adventure journeys. These romanticized expectations painted an enthralling picture of adventure that included the promise of thrills, growth, and a close bond with the natural world. By appealing to passengers' desires, marketing methods that capitalized on these romanticized beliefs might have increased their incentive to seek out and participate in adventure tourism. Also, Bentley (2024) highlighted the importance of adventure tourism by pointing out its possible psychological advantages. Incorporating risk-taking, challenge, and excitement into outdoor adventures could boost one's self-confidence, reduce stress, and improve one's mental health in general. Adventure tourism became more and more popular among visitors and researchers alike because of its excitement and challenge as well as the favorable effects it had on passengers' mental and emotional well-being. Bentley, T. (2024) drew attention to the wider applications of psychology in the travel industry and stressed the need to see travelers as active participants in their journeys. Researchers and practitioners could obtain a greater understanding of how tourists interacted with locations and made travel decisions by taking into account the psychological aspects of tourists' motivations, experiences, and behaviors. This psychological viewpoint aided in the development of more successful marketing plans, the improvement of visitor satisfaction, and the creation of experiences that were specifically matched to the psychological requirements and expectations of travelers. 24 Buying Intentions in Adventure Tourism Permana Budi et al. (2022) presented two key findings regarding buying intentions in adventure tourism. First, they identified demographic variables as factors that influenced how personal values affected both initial buying intentions and the likelihood of repurchase. Second, they found that buying intention served as an intermediary between personal values and the intention to return for future adventures. This meant that an initial intention to purchase influenced whether tourists would come back for more adventures. Understanding these dynamics allowed adventure tourism operators to adjust their strategies to better meet varied customer motivations, enhancing both initial purchases and repeat business. According to Meitiana et al. (2019), plans to buy souvenirs were strongly influenced by attitudes toward authenticity and aesthetics, but not by attitudes about care and carriage. These purchase intentions directly affected shopping behavior, indicating that a higher intention to buy souvenirs led to more actual purchases. This highlighted that consumer intentions were strong predictors of buying behavior, underlining the importance of focusing on authenticity and aesthetic appeal to boost souvenir sales. The study also suggested that promoting positive feelings toward the genuineness and beauty of souvenirs could lead to more frequent and intentional purchases. (Sweeney et al., 1999). Traditionally, value was understood as the ratio of benefits to costs. The utilitarian functional aspect of value was argued to be one of the most important determinants of customers' behavioral intentions, but a multidimensional perspective was considered more appropriate in the services context (Zeithaml, 1988). The PERVAL (Perceived Value) framework was developed by Sweeney and Soutar (2001) to measure service value, and it included components of functional value, value for money, social value, emotional value, and epistemic value. PERVAL was adapted from Sheth et al. (1991). According to Sheth et al. (1991), value was defined as the “perceived utility acquired from an alternative’s capacity for functional, utilitarian, or physical performance.” Quality, reliability, durability, and price were common attributes of functional value (Williams and Soutar, 2009). Value for money was the price paid for a product or service (Zeithaml, 1988) and the utility derived from it. Emotional value was defined as the product’s ability to arouse feelings or affective states (Sheth et al., 1991). Emotional responses played an important role in the consumption of adventure activities. Social value was stated by Sheth et al. (1991) as ‘the perceived utility acquired from an alternative’s association with one or 25 more specific social groups.’ Involvement of social value in the tourism context could include interactions among participants in a tour and recognition obtained by participating in adventure activities (Williams and Soutar, 2009). (Fornell, 1992) Customer satisfaction had been practiced regularly by organizations, industries, and even countries. It was considered an important construct by organizations and was also an indicator of organizational performance (Fonseca, 2009). In the tourism context, satisfaction was considered experiential and not attribute-based because it was an emotional state of mind after an experience (Baker and Crompton, 2000). Customer satisfaction had been measured in tourism through different approaches such as the expectation–perception gap model (Parasuraman et al., 1985), expectancy-disconfirmation theory (Oliver, 1980), and the performance-only model (Pizam and Milman, 1993). Zeithaml et al. (1996) suggested that favorable behavioral intentions, such as expressing positive feedback, remaining loyal, recommending to others, spending more, and paying price premiums, were associated with customer satisfaction. Furthermore, service quality, perceived value, and satisfaction had been identified as antecedents of repurchase intentions (Hutchinson et al., 2009). Emerging Trends and Future Directions According to Patterson & Balderas (2018), technology increasingly shaped how tourists interacted with destinations, including the use of augmented and virtual reality. They noted a growing trend toward more personalized and immersive travel experiences, driven by consumer insights and data analytics to cater to individual interests and preferences. Additionally, Patterson and Balderas discussed the rise of sustainable tourism practices, reflecting tourists' growing awareness of their environmental and social impacts. They argued that future tourism strategies needed to address these trends by emphasizing sustainability, leveraging technological advancements, and offering tailored experiences to meet the evolving needs of modern travelers. Predicting tourism demand using various models, including time series models, econometric models, and artificial intelligence-based techniques, was a major focus in tourism forecasting. They emphasized the growing interest in comparing the forecasting performance of these different models to improve the accuracy of demand predictions. This trend underscored the need for more precise and adaptable forecasting tools to enhance tourist planning and decision-making. By evaluating and comparing the effectiveness of these models, researchers and practitioners identified the most accurate 26 methods for predicting tourist trends and demand, which aided in better resource allocation and strategic planning within the tourism industry. Bunghez (2021) highlighted that emerging niche tourism products had significant potential because they appealed to a wide audience rather than just specific groups. Their growth was expected to be fueled by improvements in infrastructure and technology, which boosted accessibility and attractiveness. Although these markets faced challenges due to the global pandemic, they were projected to provide substantial profits and expansion opportunities. The resilience and adaptability of these niche tourism products suggested they would continue to grow and attract diverse travelers, taking advantage of technological advancements and better infrastructure to capitalize on new trends. Marketing Strategies' Effect on Travelers' Motivation Marketing strategies had a big impact on tourists' motivation and buying intention for adventure tourism areas. Good marketing could make a place look better, change people’s attitudes, and make travelers want to visit more. Pereira et al. (2019) stated that adventure tourism destinations could become more attractive if they used marketing strategies like social proof, emotional appeals, and showcasing their unique features. When these strategies were tailored to the target audience’s psychographic and demographic traits, marketing campaigns became more engaging and successful. These strategies were important for building a strong brand image, encouraging repeat customers, and generating positive word-of-mouth. Furthermore, the importance of destination-related elements, like marketing strategies, was emphasized in tourists' first decisions to visit a place. Their research showed that a destination's appeal could be increased by effectively highlighting its special features and benefits through marketing efforts. Marketing campaigns became more precise and effective when they understood the unique needs and preferences of different traveler segments. This targeted approach not only attracted more visitors but also strengthened the connection between the traveler and the destination, encouraging repeat visits and loyalty (Pereira et al., 2019). Moreover, they looked deep into the complex relationship between travel motivation and destination marketing, focusing on nature-cultural tourism. They said that good destination marketing could make people want to travel more, but bad experiences and interactions could affect this connection. These factors could either increase or decrease tourists' motivation, depending on their nature. This showed how complex the 27 link was between marketing and motivation in cultural and environmental tourism, where many factors interacted and needed careful consideration. Vecchio, P. D., and Mele (2018) emphasized the importance of customized marketing strategies in boosting travelers' motivation and perceptions. Their research showed that marketing campaigns tailored to individual interests and habits created more relatable and engaging messages, which led to higher engagement and conversion rates. Using technology and advanced data analytics helped with more precise targeting and personalization, making marketing efforts more successful. These findings highlighted the need for a personalized approach in destination marketing to effectively attract and motivate potential tourists. 28  CHAPTER III METHODOLOGY Research Design This study employed a quantitative research design to examine the factors influencing tourist motivation and buying intentions for adventure tourism sites in Southern Leyte, Philippines. Quantitative research was chosen because it allows for the systematic collection and analysis of numerical data, enabling the identification of patterns and relationships among variables (Creswell & Creswell, 2018). The research design focused on gathering data through structured surveys to quantify the impact of demographic factors, motivations, and their relationship to buying intentions. Research Locale The study focused on specific adventure tourism sites in Southern Leyte based on the given data from the Provincial Tourism Office. There were ten (10) different activities considered adventure tourism along the province of Southern Leyte. The selection of adventure tourism sites was based on the four flowers of Southern Leyte. The Table 1 represented the municipalities with adventure tourism sites. Table 1. Municipal Representatives with Adventure Tourism Sites Southern Leyte Four Flowers Municipality Representatives Adventure Tourism Sites Maasin, Macrohon, Padre Burgos Maasin City, Macrohon, Padre Snorkeling (Padre Burgos) and Limasawa Area Burgos and Limasawa Southern Cambaro Cave (Macrohon) Leyte Cagnituan Cave and Guinsohotan Waterfalls (Maasin) Island Escape (Limasawa) Sogod Bay Area Sogod, Malitbog, and Libagon Diving (Malitbog) Gorge Climbing (Libagon) Road Tours (Sogod) Pacific Area Hinunangan and Silago Surfing Camp (Silago) 29  Panaon Island Area Liloan, Pintuyan and San Ricardo Whale Shark Interaction (Pintuyan) Seabike (Liloan) Figure 2. Southern Leyte Map Research Respondents The respondents to this study were tourists who have experienced the adventure tourism sites in the Province of Southern Leyte. In order to verify that the tourists have visited the adventure tourism site, the researchers asked them direct questions. The study targeted both local tourists and visitors from outside Southern Leyte. Based on the annual report of the Department of Tourism (2023), tourist arrivals in Southern Leyte recorded 91,957 as of April 2023. Respondents from the areas of Southern Leyte are divided into four groups: Maasin, Macrohon, and Padre Burgos Area; Sogod Bay Area; Pacific Area; and Panaon Island Area. Slovin's formula with a 5 percent margin of error was used to identify the sample size. The researchers rounded off a total of four hundred (400) selected respondents from the representative municipalities of Southern Leyte. 30 Slovin’s Formula: n = N / (1 + Ne2) Whereas: Computation: n= sample size n = 91, 957 N= population size 1 + 91,957 (0.052) e= margin of error = 91, 957 1 + 91,957 (0.0025) = 91, 957 1 + 229. 8925 = 91, 957 230. 8925 = 398.267 The Table 2 showcased the breakdown of respondents for each four flower of Southern Leyte. Table 2. Municipal Representatives and the Number of Respondents Southern Leyte Four Flowers Municipality Representatives Number of Respondents Maasin, Macrohon, Padre Maasin City, Macrohon, Padre 100 Burgos and Limasawa Area Burgos and Limasawa Southern Leyte Sogod Bay Area Sogod, Malitbog, and Libagon 100 Pacific Area Hinunangan and Silago 100 Panaon Island Area Liloan, Pintuyan and San 100 Ricardo Total 400 31 Research Instrument The research instrument that the researchers utilized in this study was an adapted questionnaire, with questions related to tourist motivation derived from the study by Chauke (2022). The researchers tailored the questions to any type of tourists that experienced adventure tourism sites in Southern Leyte. This study was designed to collect quantitative data on the factors that motivate participants engaged in adventure tourism sites in Southern Leyte. To assess tourist motivations and buying intentions, the questionnaire used a 5-point Likert scale of agreement (1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree), where participants rate their level of agreement with various statements related to factors influencing their motivation and buying intentions for adventure tourism experiences. The researchers also adapted to the questionnaire derived from the study of Chandel, et. al (2014) which is related to the buying intention of tourists. Similar to Chauke’s (2022) study, this questionnaire also utilized a 5-point Likert scale of agreement. The questionnaire was divided into three sections: the first section addresses the demographic profile of the respondents; the second section focuses on motivational factors for participating in activities offered by adventure tourism sites in Southern Leyte; and the third section examined factors influencing buying intentions for adventure tourism sites. The following score range and interpretation shall be used: Table 3. Score Range and Interpretation Scale Range Interpretation 5 4.21 - 5.00 Strongly agree 4 3.41 - 4.20 Agree 3 2.61 – 3.40 Neutral 2 1.81 – 2.60 Disagree 1 1.00 – 1.80 Strongly Disagree 32 Data Gathering Procedure The researchers prepared a letter of request to be submitted to the Barangay Captain and Municipal Mayor of the selected municipalities in Southern Leyte. The data gathering procedure for this study involved a systematic approach to collecting quantitative data from participants engaged in various activities at the adventure tourism sites. Survey questionnaires were distributed to participants once the request to conduct the study has been approved by the authorities. To ensure a comprehensive understanding of motivations and buying intentions, participants were asked to provide demographic information, which was essential for analyzing potential correlations between demographic variables and motivational factors (Giddy, 2018). The data collection process would adhere to ethical guidelines, ensuring that participants are informed about the purpose of the study and their right to withdraw at any time without consequence. Statistical Treatment of Data In this study on tourist motivation and buying intention for adventure tourism sites in Southern Leyte, a variety of statistical methods were employed to analyze the data systematically. Mean To assess the levels of factors motivating tourists and influencing their buying intention, mean and standard deviation calculations would be performed. The mean would indicate the average level of agreement or perception among respondents regarding each factor Use to get average or central value. (e.g., relation, status, etc.) (Tabogoc, 2013). Wherein the general for each section of the data will be measured of Mean by: Σfx Formula: X= f Whereas: 33 X is the mean Σfx is the sum of all products f is the sum of all respondents Percentage Use to determine the percentage for data on demographic profile (e.g., age, gender, etc.) (Tabogoc, 2013). Formula: %= F X 100 N Whereas: % is the percentage F is the frequency N is the total number of respondents 100 is the constant value Frequency and Per Count The statistical tools used Frequency Count and Per Count to summarize, analyze, and interpret the gathered data from the respondents in analyzing the tourist motivation and buying intention for adventure tourism sites in Southern Leyte. Correlation Analysis Correlation analysis was conducted to explore the relationships between different motivational factors and buying intention. By calculating correlation coefficients, such as Pearson's or Spearman's, the study assessed the strength and direction of the associations between these variables, helping to identify which factors were most strongly related to tourists' buying intentions. 34  For the formulation of a plan to promote adventure tourism sites, the quantitative data guided the strategic recommendations by identifying key factors that had a significant impact on tourist motivation and buying intention. The analysis of these factors through descriptive and inferential statistics provided the necessary insights to inform evidence-based strategies for promoting adventure tourism in Southern Leyte. 35  CHAPTER IV PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA This chapter discusses the findings, analysis, and interpretation of data acquired via questionnaire responses delivered in the field. The data is presented in a tabular format in response to the specific queries asked in the problem statement. Profile of the Respondents Based on Table 4, the majority of respondents (73.3%) were aged 18-25 years, followed by 26-30 years (21.5%), which reflects the significant interest of young adults in adventure tourism. This finding indicates that adventure tourism in Southern Leyte primarily appeals to a younger demographic, who may be drawn by the thrill, novelty, and social aspects of such activities. To sustain and grow this interest, tourism operators should tailor marketing strategies and create packages that highlight youthful energy, adventure, and exploration to attract this dominant age group effectively. Table 4. Age of the Respondents AGE FREQUENCY PERCENTAGE RANK 18-25 293 73.3% 1 26-30 86 21.5% 2 31-40 16 4.0% 3 41 above 4 1.0% 4 TOTAL 399 99.8% Table 5. Gender of the Respondents GENDER FREQUENCY PERCENTAGE RANK Female 202 50.5% 1 Male 192 48.0% 2 Others 3 TOTAL 394 98.5% As shown in Table 5, the gender distribution was almost balanced, with females comprising 50.5% and males at 48%, showing that adventure tourism appeals equally to both genders. This balanced participation suggests that both male and female tourists find adventure tourism activities engaging and relevant to their interests. Tourism operators 36 should consider offering diverse adventure experiences that cater to the preferences of both genders, such as physically challenging activities for thrill-seekers and serene, nature-focused experiences for relaxation-oriented tourists. Table 6. Educational Background of the Respondents EDUCATIONAL FREQUENCY PERCENTAGE RANK BACKGROUND Secondary 31 7.8% 2 Undergraduate 345 86.3% 1 Postgraduate 5 1.3% 3 Doctoral 1 0.3% 4 TOTAL 382 95.7% A significant portion of respondents (86.3%) were undergraduate students is shown in Table 6, indicating that the market for adventure tourism in Southern Leyte is largely composed of educated youth. This finding emphasizes the importance of intellectual engagement and exploration in adventure tourism activities. Operators should incorporate learning opportunities, such as cultural tours or eco-education, to appeal to this audience while promoting adventure. Table 7. Income Level of the Respondents INCOME LEVEL FREQUENCY PERCENTAGE RANK 5,000-10,000 184 46.0% 1 10,000-20,000 61 15.3% 2 20,000-50,000 12 3.0% 3 50,000-above 4 1.0% 4 TOTAL 261 65.3% In Table 7, nearly half (46%) of the respondents reported earning PHP 5,000-10,000 monthly, indicating that affordability is a crucial factor for the majority of adventure tourists. This highlights the need for budget-friendly adventure packages to accommodate the financial capabilities of this group. Tourism operators should offer tiered pricing options and promotional discounts to attract budget-conscious travelers while ensuring quality experiences. The demographic profile of respondents reveals key patterns in the adventure tourism market. A significant proportion (73.3%) of respondents were aged 18-25 years, 37 followed by 21.5% in the 26-30 age group, which supports global trends indicating that younger adults, especially millennials and Gen Z, are key drivers of adventure tourism due to their preference for immersive and socially engaging travel experiences (Gómez-Campos et al., 2021). Gender distribution was nearly equal, with 50.5% female and 48% male respondents, reflecting findings that adventure tourism is becoming increasingly gender-inclusive and appealing to a wide range of participants. Additionally, a large portion (86.3%) of respondents were undergraduate students, emphasizing that adventure tourism appeals significantly to educated youth seeking new experiences and intellectual engagement. Income data showed that 46% of respondents earned PHP 5,000-10,000 monthly, highlighting the demand for affordable yet unique travel experiences, which is consistent with trends in the adventure tourism market where cost-effective options are increasingly sought after by budget-conscious travelers (Gómez-Campos et al., 2021). Motivation Factors to Engage in an Adventure Tourism Sites in Southern Leyte Shown in Table 8, Intrinsic motivations are highlighted as strong drivers, with "To explore new destinations" receiving the highest mean score (M = 4.34, Strongly Agree). This indicates that respondents are motivated by opportunities for personal growth, self-discovery, and the thrill of exploring unique destinations. The data suggest that many tourists view adventure tourism as a way to escape routine and gain enriching experiences that align with their internal desires for challenge and exploration. Table 8. Intrinsic Motivational Indicators Mean Description To overcome my fear. 4.09 Agree To be part of an expedition. 3.91 Agree To learn new skills. 4.12 Agree To exercise. 4.05 Agree Feeling of success after completion of the 4.04 Agree activity. For self-discovery. 4.19 Agree 38  To obtain adrenaline rush. 3.89 Agree To experience real or perceived risk or danger. 3.86 Agree To experience novelty. 3.85 Agree To experience uncertain outcomes. 3.84 Agree To experience thrill. 4.05 Agree For the purpose of escapism and separation. 3.99 Agree To experience challenge. 4.19 Agree To explore new destinations. 4.34 Strongly Agree To spend time with friends. 4.21 Strongly Agree Overall 4.04 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree Table 9. Family and Friends Indicators Mean Description In order to tell my friends about the experience. 4.10 Agree To spend time with my family or someone special. 4.21 Strongly Agree To make new friends. 4.04 Agree So that other members of my family could learn about adventure. 4.07 Agree To do something different. 4.20 Agree Overall 4.12 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree In Table 9, social connections emerged as another key motivator, with "To spend time with my family or someone special" scoring highly (M = 4.21, Strongly Agree). This suggests that adventure tourism is often chosen as a shared experience to strengthen bonds with loved ones. Activities that allow families or friends to interact meaningfully 39 while enjoying the thrill of exploration are particularly appealing, making social connections a core aspect of adventure tourism participation. Table 10. Adventure destination exploration Indicators Mean Description To explore different cultures. 4.15 Agree The destination has a variety of activities to choose from. 4.07 Agree To explore new places. 4.20 Agree It is a well-known destination for adventure. 4.06 Agree The destination has unparalleled wildlife viewing and the 4.06 Agree attractive setting. The food at the adventure destination is palatable. 4.04 Agree The destination contains the best flora and fauna. 3.95 Agree Overall 4.07 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree Respondents showed significant interest in the exploratory aspect of adventure tourism as shown in Table 10, with "To interact with the natural environment" being highly rated (M = 4.25, Strongly Agree). This indicates a strong preference for engaging with nature and uncovering the unique attributes of destinations. Tourists are particularly drawn to experiences that combine the excitement of exploration with a deeper connection to the natural world. 40  Table 11. Leisure and recreation Indicators Mean Description For the purpose of mental and physical stimulation. 4.16 Agree For fun and excitement. 4.18 Agree It is a recreational opportunity. 4.18 Agree Overall 4.17 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree As shown in table 11, Leisure and recreation were also rated as important motivators, with "For fun and excitement" achieving a high mean score (M = 4.18, Agree). Respondents viewed adventure tourism as a balance between excitement and relaxation, seeing it as an opportunity to unwind while simultaneously engaging in thrilling activities. This suggests that the sector appeals to individuals seeking both mental and physical rejuvenation. Table 12. Adventure Experience Indicators Mean Description Because I grew up participating in adventure 3.88 Agree activities. Because I have the experience to do it myself. 3.95 Agree Adventure activities are not far from my home. 3.84 Agree I am comfortable with a repeat visit to the destination. 4.02 Agree Overall 3.92 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree In table 12, Respondents valued the overall experience of adventure, with "Comfortable with a repeat visit" scoring highly (M = 4.02, Agree). This indicates that the quality of experiences offered plays a crucial role in determining tourists’ likelihood to return to a destination. Engaging and memorable activities that leave a lasting impression are integral to creating a positive adventure tourism experience. 41  Table 13. Routine elements Indicators Mean Description To get away from my routine. 3.98 Agree To take photos. 4.22 Strongly Agree To interact with the natural environment. 4.25 Strongly Agree I want to participate in adventure activities before I am old. 4.26 Strongly Agree Overall 4.18 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree Based on table 13, Routine elements such as "I want to participate in adventure activities before I am old" received notable ratings (M = 4.26, Strongly Agree). This suggests that tourists are motivated by a sense of urgency or the desire to accomplish adventurous goals within specific life stages. Adventure tourism is perceived as an opportunity to break free from daily routines and achieve bucket-list experiences while the timing is still favorable. The study reveals that adventure tourism is primarily driven by intrinsic motivations such as personal growth, thrill-seeking, and the desire to explore new destinations, with respondents highlighting the importance of "To explore new destinations" (M = 4.34). This is consistent with findings from Vera-Holguin and Carvache-Franco (2022), which emphasize that adventure tourists seek self-discovery and exciting challenges. Social motivations, such as spending time with family or friends, were also significant, with "To spend time with my family or someone special" (M = 4.21) receiving high ratings that suggests group activities are a key driver in adventure tourism. Additionally, the desire for novelty and authenticity, as reflected in high ratings for "Satisfies my curiosity" and "Authentic experience," supports studies that indicate tourists are increasingly looking for unique and culturally immersive experiences (Štajner Papuga et al., 2020). Adventure tourism motivations are a blend of personal, social, and novelty-seeking factors, indicating that tourism operators should offer diverse, engaging experiences that cater to these varied motivations. Providers should develop packages that 42 emphasize adventure, social bonding, and authentic cultural experiences to attract and satisfy a wide range of tourists. Factors Influencing Buying Intention for Adventure Tourism Sites The functional value of adventure tourism was a significant influence, with respondents rating "Well-organized activities" and "Consistent quality" highly (M = 4.08 and 4.00, respectively). These findings suggest that tourists prioritize reliability and quality in adventure tourism experiences, indicating the importance of structured and dependable services. Travelers are drawn to experiences that meet their expectations and deliver on promises, emphasizing the need for well-planned and managed activities. Table 14. Functional Value Indicators Mean Description Has consistent quality 4.00 Agree Is well made 3.94 Agree Has an acceptable standard of quality 4.00 Agree Well organized 4.08 Agree Overall 4.00 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree Table 15. Value for Money Indicators Mean Description Good return for money 3.96 Agree Value for money 4.00 Agree Good one for the price paid 3.93 Agree Reasonably priced 3.94 Agree Overall 3.95 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree 43  As shown in table 15, Respondents identified value for money as a critical factor, with "Good return for money" and "Affordable packages" achieving high scores (M = 3.96 and 4.00, respectively). This highlights the significant role of affordability in influencing buying decisions, especially among budget-conscious travelers. Tourists are inclined to select packages that provide a balance between cost and quality, reinforcing the need for competitively priced yet high-value offerings. Table 16. Emotional Value Indicators Mean Description Gave me feelings of well-being 4.09 Agree Was exciting 4.13 Agree Made me elated 4.07 Agree Made me feel happy 4.18 Agree Overall 4.12 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree In table 16, Emotional satisfaction emerged as a strong influence on buying intentions, with "The activity makes me feel happy" achieving the highest score (M = 4.18). This highlights the importance of creating experiences that evoke joy, excitement, and fulfillment. Emotional value not only enhances the immediate experience but also fosters lasting memories that encourage loyalty and positive referrals. Adventure tourism providers should focus on creating emotionally engaging experiences, such as immersive storytelling, unique challenges, or activities that evoke a sense of achievement. Table 17. Social Value Indicators Mean Description Gives social approval from others 3.93 Agree Makes me feel acceptable to others 4.05 Agree Improves the way a person is perceived. 3.99 Agree Give a good impression on other people 4.00 Agree 44  Overall 3.99 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree Based on table 17, Social value was another important factor, with the high mean for “making me feel acceptable to others” (M = 4.05) indicates that tourists value the sense of belonging and social acceptance they gain from participating in adventure tourism.. This reflects the growing trend of using adventure tourism as a means of enhancing social identity and status. Tourists often value experiences that they can share with peers, both in person and online, to reinforce their social connections and image. This aligns with the increasing influence of social media, where sharing unique and adventurous experiences amplifies personal branding. Operators should incorporate photo-worthy moments and socially engaging activities into their offerings to encourage sharing and enhance tourists’ social experiences. Table 18. Novelty Value Indicators Mean Description Made me feel adventurous 4.15 Agree Satisfied my curiosity 4.16 Agree Was an authentic experience. 4.14 Agree We did a lot of things 4.10 Agree Overall 4.14 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree In table 18, The novelty of experiences strongly influenced respondents, with "Satisfies my curiosity" (M = 4.16) and "Authentic experience" (M = 4.14) receiving high ratings. Tourists are increasingly drawn to unique and memorable activities that allow them to explore unfamiliar cultures, environments, or adventures. Novelty offers a sense of excitement and discovery, making these activities particularly attractive. Additionally, the desire for authenticity suggests that tourists value genuine, non-commercialized interactions with destinations and local communities. Providers should promote lesser-known destinations, emphasize authentic cultural experiences, and innovate with activities that deliver an element of surprise or discovery. 45  Table 19. Satisfaction Indicators Mean Description Pleased with your visit 4.07 Agree Contended with your visit 4.11 Agree Delighted with your visit 4.10 Agree Satisfied with your trip 4.10 Agree Overall 4.09 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree As shown in table 19, Satisfaction is a critical outcome that influences the long-term success of adventure tourism sites, as it directly impacts customer loyalty and repeat visitation. The data reveals that respondents were generally pleased with their visit (M = 4.07, Agree), which indicates that most tourists left the adventure tourism sites with a positive experience. Similarly, the high mean for being contented with their visit (M = 4.11, Agree) reinforces this positive sentiment, which shows that the visitors felt emotionally satisfied with the trip, which is essential for fostering a strong connection between tourists and the destination. This suggests that adventure tourism sites that offer exceptional experiences, surprises, or unique features tend to generate more enthusiastic responses from their visitors, which is crucial for creating memorable trips. Table 20. Intention to Return Indicators Mean Description Most likely to return 4.01 Agree High likelihood of return 4.06 Agree Overall 4.04 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree 46  The intention to return is a crucial indicator of customer loyalty and the long-term success of adventure tourism sites. The data shows that respondents are generally most likely to return (M = 4.01, Agree), which shows that the experience provided during their visit left a lasting positive impression. This indicates that visitors not only enjoyed their time at the site but also felt that the experience was compelling enough to consider returning in the future. Additionally, the high mean for the likelihood of return (M = 4.06, Agree) further supports the idea that the adventure tourism site successfully created a strong emotional connection with the visitors, which encourages repeat visits. While the data indicates a positive intention to return, there is still room for improvement as these responses reflect a moderate level of agreement rather than strong agreement, which means that some visitors may not yet feel completely compelled to return. Table 21. Search for Alternatives Indicators Mean Description Effort looking for alternative 3.98 Agree Continuously look for alternative 4.01 Agree Overall 4.00 Agree 1.00-1.80 Strongly Disagree; 1.81-2.60 Disagree; 2.61-3.40 Neutral; 3.41-4.20 Agree; 4.21-5.00 Strongly Agree The intention to search for alternatives is another important factor that can influence customer loyalty and repeat visitation to adventure tourism sites. The data shows that respondents put effort into looking for alternatives (M = 3.98, Agree), which indicates that while many tourists enjoy their experience, they are still open to exploring other options. This suggests that even though visitors are generally satisfied with their trip, they may not feel completely committed to one destination and are willing to consider other adventure tourism sites. Additionally, the mean for continuously looking for alternatives (M = 4.01, Agree) highlights that some tourists are actively seeking