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Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 7 no. 1 (2026)

Perceived Push–Pull Factors Influencing Revenge Travel to Bataan Province

Joseph O. Cipriano | Rolando R. Calma | Mario Alex S. Clarin | Luisito V. Correa Jr | Ken Paul M. Espinosa

Discipline: Education

 

Abstract:

The study aimed to explore and quantify the push-pull factors that con-tributed to the tourists' choice of travel destinations in Bataan Prov-ince, Philippines as a form of revenge travel, utilizing the descriptive-quantitative research method. A total of 400 local and domestic tour-ists aged 18 to 65 who visited and stayed in any of the five (5) munici-palities—Balanga, Pilar, Bagac, Mariveles, and Morong—in Bataan Province served as respondents. The study revealed that push factors influencing travel to Bataan Province included novelty seeking, ego en-hancement, and the desire for rest and relaxation, as respondents were motivated by new experiences, family bonding, and personal enjoy-ment. Pull factors likewise played a crucial role, with environment and safety, as well as cultural and historical attractions, being highly prior-itized by respondents. The affordability and quality of tourism facilities further enhanced the satisfaction of their travel needs. In general, the study revealed that push and pull factors were both significant in help-ing respondents in choosing their travel destination in Bataan Prov-ince. Additionally, the results revealed that there was a significant dif-ference in the influence of push and pull factors when the demographic profile of the respondents was considered. Based on the study’s find-ings, to enhance Bataan’s cultural tourism appeal, stakeholders should develop diversified cultural programs that highlight the province’s her-itage and ecology, prioritize sustainability and community collabora-tion, and deliver high-quality, data-driven tourism experiences aligned with tourists’ diverse motivations.



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