A Correlational Study of Media Sources, Familiarity, Perceived Sustainability Practices, and Travel Intentions of Filipino College Students Toward Selected Asian Cities

Sustainability practices are valued by people in selecting cities to visit for tourism. Various media sources are also being utilized in promoting cities, highlighting culture, the environment, and activities, among others. This study aimed to look at how Filipino college students form their travel intentions based on their exposure to media sources, familiarity of travel destinations, and their perception of cities' sustainable practices. This also tested the hypotheses by examining the relationships among the identified variables. A total of 1,103 Filipino college students were surveyed, selected from 31 universities. The results show that students’ exposure to media sources, their familiarity with travel destinations, and perception of sustainable practices of the location influence their travel intention. These results validate the flow of the destination image model based on Filipino college students’ perceptions of the identified cities and their travel intention. The policy implications may be strengthened by distinguishing insights related to tourism marketing from those related to sustainability, as these two domains guide different aspects of travel intention. These findings may help cities push for tourism growth through increased marketing efforts, specifically in selecting media channels for advertising and promotions, and in highlighting their sustainability practices.