The Influence of Digital Marketing on Tourist Behavioral Intentions in Bukidnon's Eco-Tourism Establishments

This study examined the influence of digital marketing strategies on tourist behavioral intentions in selected eco-tourism establishments in the Province of Bukidnon. Specifically, it assessed the effectiveness of digital marketing strategies in terms of information quality, customization, interactivity, and electronic word of mouth (eWOM), as well as tourist behavioral intentions in terms of revisit intention, intention to recommend, willingness to pay more, and loyalty. The study also determined the significant relationship between digital marketing strategies and tourist behavioral intentions. A quantitative descriptive-correlational research design was employed. Structured survey questionnaire was administered to 385 tourists who had visited DOT-accredited eco-tourism establishments in Bukidnon and had engaged with digital marketing platforms. Descriptive statistics, Pearson Product-Moment Correlation, and Multiple Regression Analysis were used to analyze the data. Results show that strategies in digital marketing were generally rated as effective, with electronic word of mouth emerging as the most influential dimension. Tourist behavioral intentions were also rated at a high level, particularly in terms of intention to recommend and revisit. Statistical analysis showed a significant and positive relationship between digital marketing strategies and tourist behavioral intentions, indicating that effective digital marketing significantly influences tourists' decision-making and post-visit behaviors. Regression results further confirmed that digital marketing strategies have strong relationships with tourist behavioral intentions. The study concludes that digital marketing plays an important role in enhancing tourist engagement and encouraging tourists' behavioral intentions in eco-tourism destinations. An action plan was proposed to strengthen digital marketing practices, support sustainable eco-tourism development, and improve the competitiveness of eco-tourism establishments in Bukidnon.