Davao Backpackers: A Profile and Motivational-based Segmentation

Abstract

The purpose of the research was to provide a motivational-based segmentation analysis of one particular tourist group in Davao City, commonly known as 'backpackers'. This research was undertaken due to the lack of understanding and knowledge of this market in Davao City, Philippines, specifically their needs, wants and motivations. Exploratory Factor Analysis was used to identify backpackers’ motivation. Test of differences were then used to determine variations in their motivations. Results revealed that Davao backpackers are motivated by six primary factors: novelty and experience; social/self-development; relaxation-relation; altruistic networking and; attendance to event. While there were no demographic-based differences in backpackers’ motivation, purpose and frequency of travel were found to have influenced Davao backpackers’ motivation. The results of the ANOVA tests also revealed that, based on the six factors, two motivation clusters can be distinguished: social seekers and destination seekers. The aim of this article is to provide a wider understanding of backpacking tourists in Davao and provide useful marketing and promotional strategies for tourism operators and marketers of the backpackers’ market. Findings of this study provide significant implication to tourism planners particularly in terms of giving more attention to the potential value of budget-style tourism, such as backpacking. Study findings also contribute relevant information to the lacking literature on backpacking tourism in Davao City, and in the Philippines as a whole.