Dark Tourism in Manila : travel motivation and destination loyalty / Ruff Grancois V. Borja.

ABSTRACT:
A satisfied and loyal visitor can help boost the number of tourists coming to the Philippines and keep the tourism industry going. When more people come to visit, it can also have a positive impact on the Philippine economy, society, and the environment. This paper is dedicated to exploring the determinants of tourist loyalty towards Manila, the capital of the Philippines. The primary aim of this research is to uncover the underlying factors that drive tourists to choose Manila as their preferred destination, what motivates them to return for subsequent visits, and how this loyalty can back to the same place, and sometimes they might try other places if something special or an attractive deal comes up (Setiawan et al., 2021). The researchers conducted the study using a quantitative research design and on-site and online deliberation of survey questionnaires in the research locale to understand what criteria travelers evaluate before committing their loyalty to a certain place about dark tourism. The researchers were able to gather respondents up to 205, 112 of those were foreign tourists, and 93 were local tourists. This study used a quantitative research method. Consequently, the findings of this research are that History and Education are the push and pull factors. Based on the data collected, after through investigation and conclusion in pursuit of this study, the researchers recommend the following: The Department of Tourism can have the opportunity to create a compelling marketing campaign that focuses on promoting Manila’s dark tourism sites to a specific target audience – local and foreign tourists. On the other hand, City may introduce or enhance their sustainability efforts to maintain the cleanliness and authenticity of the destination, which could affect its image, the loyalty of tourists, and the enrichment of tourist activities.