DETERMINANTS OF CUSTOMER BEHAVIOR TO SUSTAIN THE RETURN INTENTIONS PROGRAM OF TOURIST IN MARINDUQUE

Abstract

The purpose of this research was to evaluate the determinants of customer behavior as basis for the
development of sustainable return intentions program. Surveys were completed by the local and foreign
tourists visited in the province of Marinduque. The study aims to answer which among the factors of customer
behavior (Cultural, Social, Personal, and Psychological) greatly influence the return intentions and serves as
basis of the province to develop a sustainable return intentions program. Through a survey of 397 local/foreign
tourists in the province, it was found out that the respondents’ demographic profile posted significant
differences in the respondents’ perceptions. In particular, gender, age, civil status, an educational attainment
showed significant differences in the respondents’ mean ratings on several variables that were considered in
the study. Results of the test of Correlation showed significant and positive correlation between the
determinants of Customer Behavior and areas defining the Return Intention Programs. The study also showed
that Psychological Factors have the strongest relationship with the different facets of sustainability of Return
Intentions.