Visitor Motivation and Destinations with Archaeological Significance in the Philippines

Abstract

Intramuros, the historical nucleus of Manila, is a sixty-four hectare cultural and touristic district which has been archaeologically excavated since the past four decades. This study examines the motivations of Filipino visitors, adolescents to fifty years of age, to historical attractions in general and to Intramuros in particular with the aim of identifying the nature of visitor motivations, and determining how motivations are produced and articulated. Results of the study show that activities desired and engaged in when visiting Intramuros are more related to motivations about consumption of history and culture, and visitors believe that ample information about archaeology of the place is being delivered. For historical attractions in general, motivations for Filipino visitors of these age ranges are characterised by preferences to interactive exhibits, affordable entrance fees, information about museum contents, bonding time with family or friends, and sensitivity of the attraction to the regional or ethnic identity of the visitor. Digital communication is the most subscribed form of marketing communication for these particular types of visitor clientele.