HomeAsian Journal of Tourism and Hospitality Researchvol. 8 and 9 no. 1 (2015)

Filipino adolescents’ preferences, familiarity level and attitudinal dispositions for heritage sites visits

Allan B. De Guzman | Belinda V. De Castro | Jackielou Bernardo | Marcel Ladra | Mia Joy Montoya | Roan Bhel Tiburcio | April Villanueva



This paper presents major findings from a quantitative study of Filipino adolescents’ preferences, familiarity level and attitudinal dispositions in visiting heritage sites. The sample is composed of 510 students, recruited

from the oldest university in Asia. Data were gathered through a three-part researcher-made instrument (Cronbach alpha = 0.9130, 0.9174, 0.9738) and were treated in-depth through mean, standard deviation, ANOVA, Pearson correlation coefficient. Interestingly, findings confirmed that the respondents are not very familiar with heritage sites in the Philippines, hence, their different attitudinal dispositions and preferences in visiting heritage sites. However, results have proven that benefits such as acquisition of knowledge, pleasure from adventure or fun- filled activities and relaxations satisfy their needs as travelers. Results reveal that the respondents’ demographic characteristics have significant relationships with familiarity level, attitudinal disposition and preferences in regard to heritage site visits. Further, significant differences in familiarity level, disposition and preferences were revealed when respondents were grouped according to their year level and field of study.