Understanding the Motivation and Satisfaction of Local Tourists in Sorsogon

This study examined the motivation and satisfaction of local tourists visiting Sorsogon, Philippines. Specifically, the study sought to describe the socio-demographic profile of local tourists; determine the tourists’ motivation and satisfaction; and examine differences in tourist motivation and satisfaction when grouped according to demographic characteristics. A quantitative, descriptive–comparative research design was employed using a structured survey questionnaire. Data were collected from 405 local tourists, exceeding the minimum sample size of 384 computed using Cochran’s formula at a 95% confidence level and 5% margin of error. After data cleaning, 390 responses were used for quantitative analysis. Descriptive statistics and one-way analysis of variance (ANOVA), with Tukey HSD post hoc tests, were used to analyze the data. Results revealed that local tourists are motivated by a combination of intrinsic and destination-related factors, particularly those associated with cultural and natural heritage. Tourist satisfaction was reflected in favorable evaluations of attractions, accessibility, and amenities. Significant differences in motivation were observed across gender, income, and employment status, while satisfaction differed significantly only by gender and educational attainment at the overall level. The study concludes that while tourist satisfaction in Sorsogon is generally consistent across demographic groups, motivational drivers vary among selected segments. These findings provide an empirical basis for targeted, inclusive, and sustainable tourism strategies for Sorsogon.