International Journal of Research Studies in Management

2022 Volume 10 Number 3, 31-44

Tourist satisfaction, perceived value, and behavioral

intention to revisit cultural heritage tourists: Basis for
development plan

Gayeta, Macario G.
Philippine Christian University, Center of International Education, Philippines ([email protected]) ISSN: 2243-7770
Online ISSN: 2243-7789
Ylagan, Alex D.
Lyceum of the Philippines University - Batangas, Philippines ([email protected]) OPEN ACCESS

Received: 24 May 2022 Revised: 26 June 2022 Accepted: 28 June 2022

Available Online: 30 June 2022 DOI: 10.5861/ijrsm.2022.33

Abstract

Cultural heritage tourism is regarded as sustainable in the Philippines; it is especially

promising in the CALABARZON Region, as UNESCO demonstrates that cultural heritage
has been a part of the legacy of the past focusing on natural and cultural heritage tourism for
future generations. This study aimed to propose a basis for a development plan for cultural
heritage tourists in the CALABARZON Region. This study also determined to investigate
tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage
tourists. A quantitative method and descriptive research design were used with adopted survey
questionnaires in different high-impact studies distributed to 296 local and foreign tourists
who visited 35 cultural heritage sites. Furthermore, the Statistical test used for the study was
based on Shapiro Wilk Test, Kruskal Wallis Test, Mann Whitney U-Test to test the significant
differences, while Spearman Rho for the test of a relationship. This study concluded that the
majority of respondents are male, age bracket of 25 to 40 years old, single, well-educated
domestic tourists, and a travel partner with family who used social media platforms for
destination tourists. The findings show that cultural heritage tourists have an unsupported
non-significant difference in perceived value in terms of attitudes, pro-tourism, and physical
appearance in cultural heritage sites, whereas indicators of behavioral intention show a
significant positive relationship. Despite the dissatisfaction, the results show that this study
makes an important contribution by reviewing existing literature and examining overall
satisfaction, perceived value, and behavioral intentions to revisit cultural heritage tourists.
This study had a positive impact on the economy of regional tourist destinations and made
more tourism development possible.

Keywords: tourist satisfaction, perceived value, revisit intention, cultural heritage site,
CALABARZON, Philippines

© The Author(s) / Attribution-NonCommercial-NoDerivs CC BY-NC-ND

Gayeta, M. G., & Ylagan, A. D.

Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage
tourists: Basis for development plan

1. Introduction

Statistics on tourist arrivals to the Philippines before the pandemic in 2019-2020 could predict the
importance of tourism in the Philippines. Global tourism has dropped by 74% as a result of global crises.
(UNWTO, 2021). According to Department of Tourism data, the Philippines received over 8.2 million foreign
visitors in 2019, with total spending ranging from Php 482.16 billion in 2019 to Php 81.4 billion in 2020 (CNN
Philippines, 2021). Furthermore, the influx of tourists has also been reflected in the Department of Tourism
Region IV-A in CALABARZON, which has seen a 20 percent increase in foreign tourist arrivals, with 4.83
million overnight staying visitors for domestic tourism and 257,147 overnight foreign tourists in the region
(PNA, 2017).

According to Richards (2018), the UNWTO confirmed cultural tourism as a significant component of
international tourism consumption, accounting for 39 percent of tourism arrivals; thus, same-day arrivals in DOT
Region IV-A totaled 25.57 million domestic visitors and 466,255 foreign visitors (PNA, 2017). Similarly, the
influx of domestic and foreign tourists is not only for the region's offers of sun, sea, and surf tourism but also for
other types of tourism such as cultural heritage tourism, which is among the tourist clamor at the destination.

At the moment, this type of cultural heritage tourism is regarded as sustainable in the Philippines; it is
especially promising in the CALABARZON region, as the UNESCO (2019) demonstrates that cultural heritage
has been a part of the legacy of the past that we live in today focusing on natural and cultural heritage tourism, as
well as holding on to future generations of cultural heritage sites (Bayih & Singh, 2020), where cultural tourists
spend an average amount of money (Richards, 2018; Cisneros-Martinez & Fernandez-Morales, 2015). As
reported by UNESCO (2019) this type of tourism with a concentration on cultural heritage site have encountered
an increase in the tourism industry. Tourist satisfaction with travel resources in a cultural heritage site increases
revenue in terms of tourism facilities in the destination, and the tourism environment becomes more strategized
as a business hub for many tourists industries (Rahmiati et al., 2020; Ginanpala, 2015; Chiu et al., 2016).
Furthermore, visitors to cultural heritage sites have been considered culturally and historically inclined in the
type of tourism (Castillo, 2015), which is considered a global trend; as it plays an important role in the country's
economic development (Manzoor et al., 2019) and as one of the fastest-growing segments of the tourism
industry in many years (McLoughlin et al., 2019).

Few studies, however, have failed to investigate the issue of the perceived value of a non-significant
relationship, and all of the results in numerous studies have shown a positive and significant relationship, while
previous studies have also failed to consider the results of dissatisfaction responses toward the visited destination.
As a result, this type of information can assist cultural heritage site destinations in better explaining themselves
and should be investigated (Akhoondnejad, 2016). This is the first gap addressed in this research. Several studies
have found that cultural heritage tourism can be made more sustainable if participants work closely together
(Patwardhan, Ribeiro, et al., 2019; Guevarra & Rodriguez, 2015) and relate to emerging generations of tourists
who want to learn from the past and, where appropriate, challenge and change it (Trinh & Ryan, 2017).

According to destination theory, cultural heritage travel motivation partakes in a unique experience in the
visit of tourists, experience in the destination (Su, Nguyen, et al., 2020). Furthermore, several studies have found
that higher levels of satisfaction with a particular destination do not lead to an increase in the number of people
returning because repeat visits cannot guarantee the destination's tourist demand (Zhu et al., 2017); and promote
the destination as part of their historical experience (Hernandez-Rojas et al., 2021; Sato, et al., 2018). In this
context, satisfied cultural heritage tourists are motivated to return to the destination (Nguyen, et al., 2021; Le, et

32 Consortia Academia Publishing (A Partner of Tourism Educators and Movers of the Philippines)
 Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists
al., 2020), and perceived value for tourist motivation, involvement, and purchase intention (Liu, 2021; Prebensen,
et al., 2012), and the destination should be revisited for tourism development (Liu, 2021; Prebensen, Woo, et al.,
2012; Teo, Khan, et al., 2014; Bandala, 2017). However, more tourists expressed satisfaction with the destination
and a desire to return to the CHS (Loi et al., 2017; Zhang et al, 2018, Ranjbarian & Pool, 2015). Revisit
intention is anchored with the theory of planned behavior and is required to apply to cultural heritage tourism at
destinations (Zhang, et al., 2020) whereas, Zhang, et al. (2019) used the theory of planned behavior to elucidate
the behavioral formation in conflict resolution. Prior research has not looked into how tourists' negative
responses to the indicators affect their evaluation of the trip and the cultural heritage sites they visit. This
information could assist cultural heritage site destinations in better explaining and anticipating tourist decisions.

1.1 Objectives of the Study

This study aimed to investigate tourist satisfaction at destinations, perceived value, and behavioral intention
to revisit cultural heritage sites. It specifically seeks to describe the demographic profile of respondents in terms
of age, sex, civil status, highest educational attainment, occupation, type of tourist, frequency of visit to cultural
heritage sites before the pandemic; frequency of visits/trips in the destination before pandemic, travel
companion, information about the cultural heritage site, type of transportation used, and places to visit in cultural
heritage site, to determine the level of tourists satisfaction in terms of travel resources, travel facilities, tourism
environment, natural features, satisfaction of visitors, and price perceived, to ascertain perceived value in terms
of price value, social value, and quality, to determine the behavioral intention to revisit in terms of attitude
towards cultural heritage site, pro-tourism to cultural heritage site, and physical appearance of cultural heritage
site, test for a significant difference between tourist satisfaction and perceived value at destinations, test for a
significant difference on satisfaction of tourists when grouped are based on profile, perceived value, and
intention to revisit, and test for the significant relationship exist among the three major variables in terms of
tourist satisfaction, perceived value and behavioral intention. Finally, based on the findings, this study proposed
a development plan for the accrediting government agencies to endure the tourist destination, perceived value,
and behavioral intention to revisit cultural heritage sites.

2. Methods

Research Design. A quantitative method and descriptive research design were used with adapted survey
questionnaires in different high-impact studies that visited 35 cultural heritage sites. According to the sampling
design and size determination, Sekaran and Bougie (2016) state that a sample size of more than 30 respondents
and less than 500 respondents is sufficient to conduct a survey questionnaire. The largest proposed sample size
of 384 domestic tourists and foreign tourists plus a 10 percent incomplete and non-return rate (El-Gohary, 2012)
is also found the same figure (n=384).

Participants. Participants in the study included 396 domestic and foreign tourists, with 35 cultural heritage
sites from the CALABARZON Region allocated proportionally for this study. The number of participants has
been computed through the Raosoft calculator with a result of 396 domestic and international tourists with a
margin error of 5 percent and a confidence level of 95 percent of tourist arrival in the CALABARZON Region.

Instrument. The first part is the level of satisfaction of tourists at the destinations was measured using the
5-point Likert Scale and 28 attributes and questionnaires by Le et al. (2020); Nguyen Van, Do et al. (2021); and
Huete-Alcocer, Lopez-Ruiz, et al. (2019a). The second part on perceived value and its literature were reviewed,
with a 5-point Likert Scale with 12 attributes customized by Liu (2021), Del Rio, Hernandez-Rojas, et al. (2020),
and Prebensen et al (2012). The third part is the behavioral intention to revisit cultural heritage sites was tailored
based on the research of Bayih and Singh (2020); Shen, Geng, et al (2019). It was evaluated using a 5-point
Likert scale and 12 attributes. Based on its thematic scope in cultural heritage sites, questions were customized
and developed, and others were converted to related terms. Following the development of the research
instrument with related questions to the respondents’ demographic profile in terms of age, sex, civil status,

International Journal of Research Studies in Management 33

Gayeta, M. G., & Ylagan, A. D.
highest educational attainment, occupation, type of tourist, frequency of visit to cultural heritage sites before the
pandemic; travel companion, information about the cultural heritage site, type of transportation used, and places
to visit in the cultural heritage site. Industry experts, the research director, a professor of hospitality and tourism
management, and the dissertation adviser all attended the questionnaire validation process. The researcher used
online grammatical software and plagiarism software was also used to check for grammatical structure and
paraphrasing on the part of the study's proponent.

The reliability test Cronbach Alpha for tourist satisfaction is 0.835 indicating that the questionnaire has a
good internal consistency; the perceived value of 0.933 obtained a Cronbach's alpha value of 0.933 indicating
that the instrument has an excellent internal consistency, and the instrument for behavioral intention has a good
internal consistency with a Cronbach's alpha value of 0.784 indicating that the instrument has a good internal
consistency. Forty respondents voluntarily participated in the pre-test run of the reliability and validity analysis,
yielding a reliability coefficient of Cronbach Alpha 0.70.

Data Gathering Procedure. The researcher searched the Department of Tourism, the National Historical
Institute, a virtual university library, online ebooks and journal resources, and other relevant documents for
information on cultural heritage sites. Following final approval from the adviser, the field survey questionnaire
was distributed to the selected respondents via Google Forms, social media platforms, and interviews, with an
attached letter to conduct the survey and strict adherence to data privacy laws and confidentiality.

Data Analysis. The statistical test used for the study is non-parametric because the nature of data is not
normally distributed based on the Shapiro Wilk test with a p-value of less than 0.01. Therefore, Kruskal Wallis
Test was used to calculate the differences of variables with three or more categories while Mann Whitney U-test
was used to test the differences of the variable with two categories. For the test of a relationship, Spearman Rho
was used using the 0.05 alpha level.

Ethical Considerations. The researcher employed several ethical practices under data privacy laws and
respondent confidentiality. To ensure the integrity of the data, no names or personal identifiers have been entered
into the survey questionnaire. The researcher made the initial contact via a website, followed by a formal visit to
the modified enhanced community quarantine, sending a questionnaire via a Google Form, a Facebook
messenger with prior approval from the respondent, and a phone call to determine whether the identified
participant met the requirements. Before using the survey questionnaire, the researcher requested permission
from the following authors. Following the university's ethics committee in the graduate school, permission was
granted for the three major variables used in this study.

3. Results and Discussion

Table 1 found that the majority of respondents are male, age bracket of 25 to 40 years old, single,
well-educated domestic tourists, and a travel partner with family who used social media platforms for destination
tourists. To increase tourist satisfaction, cultural heritage management of hygiene, cleanliness, accessibility,
hospitality, structure, cultural beauty, food variety, and entertainment should focus on explaining the superior
tourist satisfaction and providing a high value of service standard among tourists in the destination. Accordingly,
this study is supported that the age of maturity as visitors, according to Adie and Hall (2017), is from a
middle-class family, are in their forties, and have a good educational background.

According to Chen, Bao et al. (2014) majority of the respondents were below age 25-40 years old is counted
as a large group of respondents. The subjects were also from all occupations, with employees 235 (59.3%) and
self-employed 60 (15.2%), went to travel partner family 243 (61.4%) and relatives 154 (38.9%), destination
information with family/relatives/friends 168 (42.4%), and social media platforms 134. (33.8 %) The tourist’s
mode of transportation at the destination was road 395 (100%). The profile of the respondents of cultural
heritage visitors revealed no significant relationships in terms of age, monthly income, and type of residence
when the heritage tourist typology was investigated, whereas individual motivation can be influenced by their

34 Consortia Academia Publishing (A Partner of Tourism Educators and Movers of the Philippines)
 Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists
age, income level, and civil status (Fan, Qiu, Su et al., 2015). This study also identified 384 (97.0 %) domestic
tourists and 12 (3.0 %) foreign tourists as accounting for a portion of the sample. The mean for visiting cultural
heritage sites was (69.3%, implying a frequency of 253, who was listed at 207.25 when grouped by profile. This
study is supported by Bayih and Singh (2020; UNWTO, (2016) that the United Nations World Tourism
Organization has identified two types of tourists international and domestic tourism.

Table 1
Profile of the respondents
Profile Category Frequency Percent
Age 24 & below 76 19.2
25-40 210 53.0
41-56 86 21.7
57-75 24 6.1
Sex Male 314 79.3
Female 82 20.7
Civil Status Single 273 68.9
Married/Widowed/Separated 123 31.1
Highest Educational HS 181 45.7
Attainment Bachelor 207 52.3
Master 8 2.0
Doctor 0 0
Occupation Government 16 4.0
Employee 235 59.3
Private Sector 41 10.4
Self-Employed 60 15.2
Retiree 5 1.3
Student 39 9.8
Tourist Type Domestic 384 97.0
Foreign 12 3.0
Frequency Visit Once a year 253 63.9
Twice a year 61 15.4
Thrice a Year 78 19.7
More than Thrice a Year 4 1.0
Travel mode at destination Alone 10 2.5
before the pandemic With My Spouse 2 .5
With My Family 243 61.4
With Friends 44 11.1
With Relatives 154 38.9
With Business Partner 0 0
With Tour Group
Information about the Previous experience/trips 113 28.5
destination Social Media Platform 134 33.8
Family/relatives/friends 168 42.4
Travel guide books 0 0
Travel agencies 2 .5
Travel Information Centers 0 0
e-Word of mouth 2 .5
Advertising brochure 2 .5
Type of transportation use Sea (vessel/motorboat) 4 1.0
at destination Road (car/van) 396 100.0

As shown in Table 2, cultural heritage sites in the Province of Cavite, Philippines have been penetrated by
domestic and foreign tourists. The demographic profile of males dominated the destination. The most visited
cultural heritage site in Cavite was Andres Bonifacio Trial House, which has a frequency of 22 (5.6%),
contradicting the findings of Buted, Sevilla, et al. (2014), who found that the most visited cultural heritage sites
in Cavite Province are Punzalan House and Bonifacio Trial House while preserving culture, heritage, arts, and
environment ranked fourth. The cultural heritage sites in Laguna Province, Philippines demonstrated a frequency
of 364 or 91.9 percent, and a flock of domestic and foreign tourists in Laguna visited the Rizal Shrine. The
National Historical Commission of the Philippines designated it as a national shrine in the downtown of
Calamba City, Laguna, which was reoccupied during the Philippine Revolution (NHCP, 2021).

International Journal of Research Studies in Management 35

Gayeta, M. G., & Ylagan, A. D.

Table 2
Cultural heritage sites in the CALABARZON Region
Cavite f %
Monument of Pres. Emilio Aguinaldo 337 85.1
Laguna
Rizal Shrine 364 91.9
Batangas
Heritage Town of Taal 273 68.9
Rizal
Antipolo Church 341 86.1
Quezon
Church of Sariaya 300 75.8

In terms of domestic and foreign tourists in Batangas Province marked their visits to the Heritage Town of
Taal, with the frequency of 273 or 68.9%, followed by St. Martin de Porres or Taal Church in the Municipality of
Taal, Batangas with the frequency of 229 or 57.8%. As Buted et al. (2014) supported this finding of the study
that the Basilica of St. Martin de Porres ranked first in the survey, while this study ranked second among the
most visited cultural heritage destination in Batangas, which is closely related to this study in terms of ranking.
Castillo et al. (2015) study supported the cultural heritage sites visitors in Taal Heritage Village conversely it is
notable for its national costume, royal houses, and historical sites, the Church of Martin de Porres Tours, which
is culturally and historically famous among tourists. Additionally, there were 341 (86.1%) domestic and foreign
tourists in Rizal who visited the Antipolo Church, while the least frequency goes to historical Pamitnan Cave,
Rodriguez, Rizal. Aguilar, Limpot, et al. (2020) recommends that tourism planning and development be
established to boost the tourism business industry in the Rizal province. The Church of Sariaya is the most
visited cultural heritage site in Quezon Province, according to the results of a demographic survey. It was visited
by 300 domestic and foreign tourists, or 75.8 percent, who are interested in rich historical heritage and
archeological heritage from the early Spanish era and are fond of cultural heritage sites. Churches and other
sacred objects in public heritage, such as saints and statues, have been well preserved in the community and have
served as both public and private property (Nishimura, 2018).

Table 3
Summary of tourist satisfaction, perceived value, and behavioral intention
Satisfaction of tourists at the destination CM SD VI Rank
Travel Resources 4.29 0.71 MS 1
Tourism Facilities 4.25 0.71 MS 5.5
Tourism Environment 4.27 0.73 MS 2
Natural Features 4.26 0.72 MS 3.5
Satisfaction with Visitors 4.25 0.71 MS 5.5
Price Perceived 4.26 0.71 MS 3.5
Perceived Value
Price Value 4.38 0.73 GE 1
Social Value 4.35 0.73 GE 3
Quality 4.36 0.73 GE 2
Behavioral intention to revisit cultural heritage
Attitude towards Cultural Heritage Site 4.41 0.62 MA 1
Pro-Tourism to Cultural Heritage Site 4.38 0.62 MA 3
Physical Appearance of Cultural Heritage Site 4.39 0.62 MA 2
Scale: 4.50-5.00: Completely Satisfied (CS); 3.50-4.49: Mostly Satisfied (MS); 2.50-3.49: Somewhat Dissatisfied (SDS); 1.50-2.49: Mostly
Dissatisfied (MDS); 1.0-1.49: Completely Dissatisfied (CDS)

Table 3 presents that the level of satisfaction with the destination's tourism facilities was interpreted as
“mostly satisfied” with a composite mean of 4.25 where food and cultural heritage are intertwined. Experience
can influence tourist satisfaction the image of individuals and their choice of destination for food heritage,
particularly in times of crisis like pandemics where media releases and broadcasts news generate fear and panic
among people in the community (Hall, Prayag, et al., 2020a). Based on the scale, indicators have demonstrated
the importance of tourism facilities for the respondents with experience to visit a cultural heritage destination, to

36 Consortia Academia Publishing (A Partner of Tourism Educators and Movers of the Philippines)
 Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists
predict their behavior, and travel to a destination (Stylidis et al., 2020). This is consistent with the lack of a
significant difference in the level of tourist satisfaction when grouped according to demographic profile, namely
sex and highest educational attainment; thus, tourist satisfaction is not significant in the visited tourist
destinations, which supports the findings of this study, while the higher the quality of services provided, the
higher the level of safety and security in cultural heritage sites, (Nagaj & Žuromskaite, 2020) and the lack of
emotional solidarity without eliciting experiences in the past and decline the readiness to visit a destination
(Rasoolimanesh, et al., 2021).

The tourists are satisfied with the destination for the tourism environment, with a composite mean of 4.27;
tourist satisfaction is determined by natural features, a composite mean of 4.26, and is interpreted as “mostly
satisfied. The three indicators received the same mean (4.25). Rajesh (2013) stated that natural landscape,
recreational facilities, destination image, motivation, the behavior of tourists, and even service in the cultural
heritage sites are contributing factors that affect tourist satisfaction in the destination. Satisfaction in terms of
visitors has been indicated in the composite mean (WM=4.25), interpreted as “mostly satisfied”. Tourist
satisfaction is satisfied tourists as repeat customers who provide a good salary without incurring any costs; and
satisfied tourists have goals of taking the good word of mouth advertisement, positively influenced by tourist
perception, destination image, and developing a comprehensive tourist experience in addition to cultural and
heritage visits, should be assessed (Steen, 2016; Ti, Huy, et al., 2020; Puh, 2014; Rajesh, 2013). Price was
perceived interpreted as "mostly satisfied" in the composite mean (WM=4.26). Cultural tourism is all about
intrinsic motivation to travel with friends and discover a new culture, those participating in cultural events
representing tangible and intangible tourism gains new experience for education, entertainment, and creativity
(UNWTO, 2018; Smith, 2016; Du Cros & McKercher, 2015; Matteucci & Zumbusch, 2020).

The perceived value in terms of price value has a CM=4.38, social value (CM=4.35), and quality (CM=4.36)
and received an interpretation of “great extent”. This study is supported by an assessment of perceived value,
which is offered to customers with the highest value, whereas customers always adhere to low cost but are
limited to the exact cost of a price value, lack of information, agility, and net income (Adinegara et al., 2017).
Quality has an overall CM=4.36 was interpreted as "great extent." Su, Xu, et al. (2021) contention that perceived
value is important in the relationship between authenticity and loyalty, which could influence both sides through
the direct impact of perceived value, wherein the authenticity of tourism objects and interpersonal
communication directly influenced loyalty in terms of authentic restaurants (Chen, Huang, & Hou, 2020).
However, the behavioral intention to revisit cultural heritage sites in terms of attitude has a CM= 4.41, pro-tourism
CM=4.38; while physical appearance has a CM=4.39 which is interpreted to "mostly agree,” visitors with a
behavioral intention to return to a cultural site tend to stay for a longer period, are satisfied with the location, and
have a high likelihood of using word-of-mouth and requiring less cost for marketing. (Nguyen et al., 2020;
Zhang, Wu, & Buhalis, 2018).

3.1 Test of differences in Tourist Satisfaction when grouped according to Profile

Table 4 shows the demographic variables demonstrated a relationship between the groups with age, sex,
civil status, highest educational attainment, occupation, tourist type, and frequency of visit. It reveals that there is
no significant difference in satisfaction of tourists in the destination when grouped by profile variable, as
indicated by computed p-values greater than 0.05 alpha level. Because the computed p-values are significant at
p<05., the result indicates the test of differences in satisfaction of tourists in the destination when grouped by
profile This test confirmed that there is no statistically significant relationship between sex and tourist. The test
confirmed that there is no significant difference between tourist type and tourist satisfaction when respondents
are grouped according to their profile.

Huete-Alcocer et al. (2019a) discovered a link between the profile and tourist satisfaction at the destination.
This result contradicts the findings of this study, which found a significant relationship between profile and
tourist satisfaction, whereas this study found no significant relationship in the test of difference in tourist

International Journal of Research Studies in Management 37

Gayeta, M. G., & Ylagan, A. D.
satisfaction when grouping according to demographic profile. For occupation, there was no significant difference
between occupation and tourist satisfaction when tourists were grouped by profile.

According to Migdadi and Abdel-Rahman (2020), the tourism environment, including decors, furniture,
building layout, design, lighting, and color of tourism facilities, could be a major component leading to customer
impressions of cultural heritage sites. The test confirmed that there is no significant difference between tourist
type and tourist satisfaction when respondents are grouped according to their profile. Rahmiati, et al. (2020)
agree that tourist satisfaction in a cultural heritage site with travel resources increases revenue and the tourism
environment becomes more strategized as a business hub for many tourist industries (Ginanpala, 2015; Chiu et
al., 2016).

3.2 Test of differences in Perceived Value when grouped according to Profile

Table 5 shows the test of differences in perceived value when grouped according to profile. This test
confirmed that when age and perceived value are grouped, there is no statistically significant relationship
between the two. This study examines the test's statistical significance in perceived value in terms of age ranges
ranging from 25 to 40, with males dominating the study rather than females. This test confirmed that there is no
relationship exists between age and perceived value when people are grouped based on their demographic profile.
The test for perceived value according to the demographic profile showed that the highest education attainment
indicated the highest perceived value. This test confirmed that there is no significant difference exists between
the highest educational attainment and perceived value (Qu, 2017) when people are grouped according to the
demographic profile shown in the table. The impact of perceived value on social value, price value, and value
in quality tested was not significant. As a result, construct involvement was not a significant moderator of
purchase intention in price value (Liu, 2021).

3.3 Test of differences in Behavioral intention to revisit cultural heritage when grouped According to Profile

Table 6 presents compare responses on behavioral intention to revisit the cultural heritage site when grouped
by profile variables such as age, highest educational attainment, occupation turned out with employee. It reveals
that there is no significant difference in behavioral intention to revisit cultural heritage sites when grouped by
profile variable, as indicated by computed p-values greater than 0.05 alpha level, the computed p-values are
significant at <p.05., the test of perceived differences, when grouped by profile, received a VI of "Not
Significant." Respondents who visited cultural heritage sites in destinations frequented by tourists favored the
behavioral intention to revisit in terms of age, interpreted, not significant. No significant differences were found
in the experience on satisfaction and revisit intention by visiting groups and demographic profile of tourists (Qu,
2017). Campos, Galvez, Fernandez, et al. (2020) investigate the differences between the four types of tourists,
namely alternative tourists, emotional tourists, cultural tourists, and heritage tourists, and there is a direct impact
of a heritage building on behavioral intentions. In terms of perceived value rating, which has a significant
relationship to satisfaction and intention to revisit a heritage site, perceived quality directly affects satisfaction
and intention to revisit a heritage site, whereas satisfaction has a significant relationship with intention to revisit,
which is contrary to the results of this study, which were interpreted with no significant difference (Puspitasari et
al., 2019).

38 Consortia Academia Publishing (A Partner of Tourism Educators and Movers of the Philippines)
 Tourist satisfaction, perceived value, and behavioral intention to revisit cultural heritage tourists

Figure 1. The framework of the Study

This study is anchored with a framework of the study for the relationship of three indicators with significant
relationships, namely behavioral intention on tourism facilities, pro-tourism to cultural heritage sites, and the
physical appearance of cultural heritage sites, to achieve the research objective.

4. Conclusion and Recommendation

The majority of respondents are male, age bracket of 25 to 40 years old, single, well-educated domestic
tourists, and a travel partner with family who used social media platforms for destination tourists. To increase
tourist satisfaction, cultural heritage management of hygiene, cleanliness, accessibility, hospitality, structure,
cultural beauty, food variety, and entertainment should focus on explaining the superior tourist satisfaction and
providing a high value of service standard among tourists in the destination. It has been proven in this study that
perceived value has a direct impact on tourist satisfaction because it acts as a mediating role between the quality
and satisfaction of tourists in the destination by validating four indicators price value, social value, and quality.

A higher level of satisfaction with a cultural heritage site can be verified from a managerial perspective in
the conceptualization of tourist intention to return (loyalty), indicating a greater willingness to revisit in the
future. When the three indicators are grouped by demographic profile, there is no significant difference; however,
from the theoretical perspectives in this study, it represents a cultural segment by validating the overall
satisfaction, perceived value, and behavioral intention of tourists. There is no significant relationship exists
between the three major variables except for tourism facilities and pro-tourism and the physical appearance of
the cultural heritage site. There is a need to provide dynamic tourist satisfaction, customer perceived value, and
authentic cultural heritage experiences to tourists while maintaining the highest possible and highest regard for
the tourism environment to the DOT regional office. There is also a need to provide a more comprehensive
understanding of customer behavior as a contribution to local government units, it must include customer
engagement and heritage brand image.

The advancement of the cultural heritage site, maximizes the use of information and communication
technology (ICT) to benefit cultural promotion, recreational activities, and communication dissemination, both
before and after the revisit. It will be more effective as a cultural heritage site destination for the
CALABARZON region if it can capitalize on the region's enduring resources of Filipino culture, giving it
greater uniqueness and encouraging creative cultural industries. The management must provide a peaceful
cultural heritage experience in the destination environment and under the healthiest conditions for tourists, and
visitor overcrowding must be minimized to maximize the dilapidation of cultural heritage infrastructure.
Meanwhile, incorporating other variables such as cultural image destination, customer perceived value, and
future intentions for future researchers can improve the measure's reliability in explaining changes in the
independent variables.

International Journal of Research Studies in Management 39

Gayeta, M. G., & Ylagan, A. D.

4.1 Development Plan

The amplification of a development plan indicates the different strategies and action plan elements,
description of activities, lead responsible and strategic partners, the success indicators, and remarks, as the case
may be. The development plan is a synthesized instrument for effectuating management to attract, compete, and
put in a dynamic perspective. There is always a dearth to challenge stakeholders in terms of tangible tourism
refers to as a part and parcel of fiber tourism symbolizes history, cultural-historical values, and economic booster
to uplift the economic sector of the society, as well as help the community to strengthen their willingness to
assist the domestic and foreign tourists to safeguard and for investment tourism.

The strategy and action plan elements, description of activities, lead responsible and strategic partners, and
success indicators are included for the development such as improving tourist convergence in the development of
the region which includes the reinforcement of legal cultural heritage protection and raising public awareness,
policies on cleanliness and sanitation. It will equip the provincial, municipal, and city environment and natural
resources with logistics for the long-term cleanliness and sanitation of public restrooms and urinals in cultural
heritage sites; expand the modernization of tourism policies, and enable the physical presence of offices in the
region that exhibit the potential of cultural heritage destination to domestic and foreign tourist arrivals.

There is a need to develop initiatives to increase awareness of cultural heritage tourism to attract tourism
investments and improve tourism products in terms of creation of tourism investment, promotion office, and
granting incentives, Promoting collaboration briefing, initiatives, and capabilities for Regional Tourism Council
covering tourism investment and recreational facilities, improvement of business establishment in the region for
Tourism products must be properly identified, and budgets for DOT-identified projects must be approved in DOT
Regional Offices, growth markets of cultural heritage tourism in the region and expand major infrastructure
needed to prioritize other projects; formulate major investments in the region to attract investments in 5-star
hotels and accelerate major beach resorts to fill the tangible supply of tourism products and to create of the new
website page for the promotion of tourism and investment office; hotel/resort, and real estate industry and
conduct a study for infrastructure project connecting three province to enhance nautical tourism in support of
tourism circuit development. And finally, product development for cultural heritage tourism destinations and
activities will be stepped up to encourage the development of tourism circuits in the developing areas of
transport services in regional, provincial and municipal tourism centers of accommodation and services; organize
the Tourism Circuit Task Force development in the region including Southern Luzon Tourism Circuit, Tourism
Council, and Regional Development Council headed by provincial governors in 5 provinces.

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