1.1 Background of Palawan Island

Palawan is one of the largest islands in the Philippines. It is a premier destination for local and international tourists [1]. In the years 2013, 2016, 2017, and 2020, Palawan Island was recognized as the “best island in the world” as published by a New York-based international travel magazine [2]. From 2015 to 2019, there was a positive tourist arrival growth rate (16.67% to 29.28%) for Palawan Island, with a total number of visitors ranging from one to two million [3–6]. Hence, the number of tourists unceasingly increased. According to Cahigas et al. [7], tourist satisfaction is highly dependent on positive emotions such as joy, pleasure, and satisfaction. Likewise, Bayih & Singh [8] proved that positive tourist satisfaction contributed to the increasing tourist destination growth rate.

In Puerto Princesa, Palawan, tourists primarily visit the Underground River through a boat ride [4, 9]. Other popular tourist spots are Butterfly Garden, Crocodile Farm, Honda Bay, Sabang Falls, and Mitra’s Ranch, which are included in city tours using land and water transportation modes [4]. Meanwhile, tourists who prefer a variety of water sports and beach hopping tend to visit El Nido, Palawan. It comprised mainstream and remote beaches, lagoons, and lakes. More importantly, snorkeling and scuba diving are the go-to activities of Coron tourists. In Coron, Palawan, ocean creatures and shipwreck views attract tourists.

1.2 Research Gap

The study explored Palawan’s travel accommodation through merging Uncertainty Reduction Theory (URT) and Expectation Confirmation Theory (ECT). Travel accommodation offers numerous services to fulfill the tourists’ expectations and preferences, which are both associated with URT and ECT [7, 10]. It pertains to a hotel, guest house, lodge, or any property that suffices as a temporary shelter for tourists. Since all tourists have the authority to post an online review, tourists’ feedback is vital because it reflects their overall experience [11–15].

Although the existing literature applied URT principles to the travel and tourism sectors, the uncertainty strategies failed to identify causes and implications comprehensively. For instance, Buhalis [16] did not support the proposed strategic objectives with appropriate data, including tourists’ real-time feedback. Kusumasondjaja et al. [17] failed to formulate Structural Equation Modeling (SEM)-based significant hypotheses in analyzing international travelers’ behavior in Bali island, Indonesia. While Lee et al. [13] applied URT and SEM to analyze the tourists’ travel accommodation behavior, they focused on the passive method and did not utilize the interactive method.

Moreover, the past studies covered ECT but failed to elaborate on the necessary constructs. One study successfully compared actual experience and expected experience, but the expectation construct was not subdivided into multiple constructs or variables [18]. In addition, Park et al. [19] only considered one expectation construct (travel distance under accessibility or physical environment), other possible constructs were neglected. On the other hand, Filieri et al. [20] grouped travel accommodation attributes (e.g., facilities, cleanliness, food, and location) into one construct, failing to identify the relationship between each attribute and online tourist reviews.

Furthermore, several studies described and analyzed the Philippines’ tourism sector. Following the growing tourism of the Philippines, Maguigad [21], Roxas & Chadee [22], and Valdez et al. [23] recommended environmental and political strategies to improve the Philippines’ tourism campaign. However, these past studies failed to combine quantitative and qualitative approaches in investigating tourists’ insights. Most importantly, there are no existing studies on the factors contributing to tourists’ intention to revisit a travel accommodation in Palawan.

1.3 Objective and significance of the study

This study aims to determine the factors affecting tourists’ continuous visiting behavior to Palawan, Philippines, by integrating uncertainty reduction theory (URT) and expectation confirmation theory (ECT). The principles of URT and ECT are integrated through covariance-based structural equation modeling (CB-SEM). Since this study focuses on Palawan’s travel accommodations and tourists’ continuous visiting behavior, it benefits Palawan’s tourism stakeholders economically. The structure of tourism stakeholders involves business owners (including travel accommodations), employees, residents, the government, and tourists.

2.1 Travel accommodation in Palawan

Palawan is a globally recognized Philippine island that constantly attracts tourists of all ages, genders, and nationalities [3–6]. Both domestic and international tourists visit the island. Since travel accommodation is a basic necessity for tourists, there is a need to evaluate Palawan’s travel accommodations. Buhalis [16] developed strategic plans to maintain a travel destination’s quality and competitiveness. Other researchers evaluated the Philippines’ tourism by applying statistical and qualitative techniques [21–23]. Due to the lack of relevant studies on Palawan’s travel accommodations, this study aims to create an in-depth analysis of tourists’ insights. It is also believed that positive and negative feedback from tourists influences others’ perceptions of visiting the island’s travel accommodation.

2.2 The Determinants of Uncertainty Reduction Theory and Expectation Confirmation Theory

URT refers to people’s tendency to predict a particular behavior due to uncertainties involved in a situation [24]. Unknowingly, people apply this theory to reduce the feeling of disappointment by an undefined behavior. Since a high level of uncertainty causes undefined behavior, people use strategies to seek information from strangers and close contacts to mitigate uncertainties [14]. According to Ramirez et al. [25], people follow interactive, active, extractive, and passive strategies. However, Antheunis et al. [14] highlighted that passive and interactive uncertainty was the most comprehensive strategies. Thus, this study evaluated passive and interactive uncertainty.

Passive uncertainty refers to unnoticeable observation and it’s considered the most efficient method [14, 25]. An example of the passive uncertainty approach is digital media, specifically through online reviews. The online review method is a part of electronic word of mouth (eWOM) because past tourists help future tourists perceive the services offered by a travel accommodation [20]. Future tourists can access information online without exerting excessive physical effort. Hence, this approach was deemed conducive due to its convenience and ability to provide endless information [13]. Therefore, it was hypothesized that:

1. Hypothesis 1. Passive uncertainty directly influences travel accommodation’s perceived performance.

Interactive uncertainty emphasizes direct interaction with individuals, hence the most effective method to disclose one’s perceptions [14, 25]. Since interactive uncertainty involves physical contact, tourists can verify the information and ask more questions. Moreover, people tend to disclose important information to information seekers with whom they have established a good relationship [24]. Thus, many tourists seek recommendations from close friends, family, and acquaintances. Lee et al. [13] mentioned that a low level of uncertainty positively impacts a service’s perceived performance. Thus, the following hypothesis was proposed:

1. Hypothesis 2. Interactive uncertainty directly influences travel accommodation’s perceived performance.

On the other hand, ECT emphasizes that people’s expectations might lead to confirmation or disconfirmation [26]. Confirmation of expectation equates to positive satisfaction, while disconfirmation of expectation posits negative feedback among the subjects. This study is focused on determining the factors affecting positive confirmation. Sedera et al. [18] revealed that tourists compare their expectations and actual experience. Due to this comparison, the final judgment according to the determining factors is easily depicted by tourists.

Tourists usually expect various services from a travel accommodations [19]. The physical environment of a travel accommodation affects tourists’ expectations because of aesthetics, comfort, and convenience [18]. The physical environment comprises accommodation infrastructure [13, 27], room quality [13, 27], facilities [28], and location [27]. These physical environment factors affect service experience because every tourist has different preferences. Some tourists prefer comfort over aesthetics, while others prefer different physical environment factors. Due to the tourists’ varying preferences, knowing the specific physical environment factor influencing service experience is essential. Past studies also concluded that the physical environment was one of the determining factors of service experience [13, 28]. Hence, this study hypothesized that:

1. Hypothesis 3. Physical environment directly influences service experience.

Food and beverage are tangible factors directed to service experience [28]. Food and beverage are part of the tourists’ essentials, which other needs cannot replace. Tourists need to eat and drink at a certain point to replenish the energy they consume every second. Traveling takes tourists’ energy because of the physical activities offered by Palawan travel accommodations. Some activities include swimming, scuba diving, hiking, island hopping, canyoneering, and other sports. In Spain, tourist administrators promoted their travel destinations by focusing on its staple food [12]. Thus, the following hypothesis was proposed:

1. Hypothesis 4. Food and beverage directly influence service experience.

Additionally, tourists expect to interact with pleasing employees who they can count on while staying in the travel accommodation [13]. Since travel accommodation is a service industry, its core component is the employees who directly interact with the tourists or guests. Hence, employees must show professionalism and be well-equipped with training and knowledge to develop a positive service experience [13]. Based on past studies, the attitude of employees directly influenced service experience [13, 28, 29]. Through the relevant research, this study hypothesized that:

1. Hypothesis 5. Attitude of employees directly influences service experience.

Price is a deal-breaker for tourists since it determines their capability to finance leisure activities. Many tourists evaluate travel accommodation’s cost through the comfort attained from the travel accommodation’s physical environment [30]. As a result, tourists prioritized comfortable accommodation. They accepted the price of travel accommodation when they experienced a relaxing and peaceful room infrastructure [13, 27]. These past studies confirmed that the physical environment produced a direct relationship with price acceptance. Thus, it was hypothesized that:

1. Hypothesis 6. Physical environment directly influences price acceptance.

Tourists order food and beverage depending on the taste and corresponding price. In Palawan, every tourist spot is surrounded by restaurants of different classes. It could be a restaurant that offers low-range, mid-range, and high-range services. Thus, tourists can choose among many options that suit their financial capability. Past studies affirmed that food and beverage affect tourists’ price acceptance [31, 32]. However, it was emphasized by El-Adly [30] that food and beverage must be worth their price. Thus, it was hypothesized that:

1. Hypothesis 7. Food and beverage directly influence price acceptance.

The attitude of employees reflects the core values of travel accommodation. Employees should show courtesy and professionalism in communicating with tourists. It was emphasized by Lee et al. [13] that employees must receive positive feedback from guests to make them realize the price worthiness of travel accommodation. Other studies also highlighted that travel accommodation employees influenced price acceptance [31, 32]. Many tourists believe that they should be respected and served accordingly. In return, they accept travel accommodation prices wholeheartedly. These past studies affirmed valuable indicators helpful for this research. Thus, the hypothesis is as follows:

1. Hypothesis 8. Attitude of employees directly influences price acceptance.

ECT transmits concepts behind the pre- and post-processing of an individual’s decisions [33]. In this study, pre-processing refers to perceived performance. It helps tourists validate predetermined insights and assess actual service experiences. In a nutshell, perceived performance refers to preconceived ideas from online platforms or other people’s feedback. Perceived performance is the tourist’s expectations caused by third-party entities that must be confirmed or disconfirmed [34]. Confirmation or disconfirmation will only happen if a tourist experiences the actual travel accommodation, and it is always important that tourists’ expectations be met or exceeded. Thus, this study hypothesized that:

1. Hypothesis 9. Perceived performance directly influences confirmation.

For this study, service experience pertains to the expectations of tourists from the actual services offered by travel accommodations. Tourists typically expect an outstanding and appropriate physical environment, food and beverage, and attitude of employees [13, 18, 27, 28, 30–32]. These three factors are the primary services provided by any travel accommodations. However, people tend to over-expect or under-expect, which affects the confirmation variable [18]. Since result differences were possible, tourists could confirm or disconfirm the travel accommodation’s service experience. Contingent on the past studies, it was hypothesized that:

1. Hypothesis 10. Service experience directly influences confirmation.

It was previously discussed that ECT involved post-processing decisions [33]. In the present study, post-processing signifies confirmation because an individual has already finished the evaluation process, specifically to confirm or disconfirm an expectation. Confirmation aims to compare expectations and actual experience. Nevertheless, confirmation is subdivided into three principles. The end result may produce confirmation, positive disconfirmation, and negative disconfirmation [19, 34, 35]. Confirmation denotes that the offered services equally meet tourists’ expectations [34, 35]. Positive disconfirmation occurs once the service experienced by the tourists is deemed to be better than the said expectations [34]. Negative disconfirmation pertains to increased dissatisfaction linked with one’s expectations and actual service experience [33, 34]. Although there are three possible results, this study focuses on confirmation and positive disconfirmation. This study considered the term “confirmation” by merging the concepts of confirmation and positive disconfirmation. The said context is feasible because the tourists’ level of satisfaction is determined proportionally or positively [19, 34]. Moreover, confirmation and positive disconfirmation impact tourist satisfaction, while instigated by impact dissatisfaction [34]. Therefore, the following hypothesis was proposed:

1. Hypothesis 11. Confirmation directly influences tourist satisfaction.

Confirmation is the mediating variable between expectations and actual service experience. Once tourists finish the travel accommodation evaluation, they can easily express if their experience is worth its price. However, tourists weigh several factors before accepting the price imposed by a travel accommodation [13]. Most tourists accept the expenses if their expectations exceed or meet the actual service experience. Additionally, past studies confirmed a significant relationship between confirmation and travel destination price [13, 34]. Hence, this study hypothesized the following:

1. Hypothesis 12. Confirmation directly influences price acceptance.

Past studies verified that service experience was directly related to tourist satisfaction [13, 27, 28, 30]. In this study, service experience pertains to the expectations of tourists based on the travel accommodation’s physical environment, food and beverage, and the attitude of employees. Furthermore, the service experience engages tourists prior to the actual travel visit, directly influencing tourist satisfaction [36]. Hence, this study hypothesized that the initial expectations of tourists could affect their satisfaction. The following hypothesis was proposed:

1. Hypothesis 13. Service experience directly influences tourist satisfaction.

People tend to lay down estimated finance in booking travel accommodation. According to Dogru et al. [32], tourists prioritize lesser travel accommodation costs. Hence, most tourists dislike expensive travel accommodations to mitigate expenses. However, luxury travel accommodation has greater tourist engagement than low-cost travel accommodation [36]. Due to poor marketing, some travel accommodations are neglected. Nonetheless, price acceptance and tourist satisfaction are interconnected variables [8, 13, 19]. Correspondingly, a study concluded that price significantly affected tourist satisfaction [30]. Therefore, this study hypothesized that:

1. Hypothesis 14. Price acceptance directly influences tourist satisfaction.

Tourist satisfaction reflects the positive experiences and emotions during the travel period [37]. At the end of every travel period, tourists reflect if they feel satisfied or dissatisfied with their overall experience in the travel accommodation. Thus, tourist satisfaction is a crucial indicator of positive feedback toward travel accommodation. Many studies emphasized that positive tourist satisfaction often leads to continuous visiting behavior [18, 37, 38]. Tourists’ continuous visiting behavior characterizes tourist loyalty and their intention to revisit the travel accommodation. Sedera et al. [18] emphasized that tourists’ continuous visiting behavior is dependent on their level of satisfaction. If tourists are pleased with the travel accommodation services and actual experiences, they are expected to revisit the same travel accommodation. It was also proven by Pestana et al. [37] that tourists’ motivations and emotions affect their continuous visiting behavior. However, dissatisfied tourists tend to look for better travel accommodations. Furthermore, the studies of El-Adly [30] and Hung et al. [38] verified that tourist satisfaction significantly influenced continuous visiting behavior. Additionally, Lee et al. [13] itemized that online experience contributed to tourist satisfaction, eventually leading to tourists’ continuous visiting behavior. Hence, the subsequent hypothesis was proposed:

1. Hypothesis 15. Tourist satisfaction directly influences continuous visiting behavior.

Numerous studies hypothesized and proved theoretical models to identify factors affecting tourist satisfaction and continuous visiting behavior. Lee et al. [13] incorporated URT to analyze tourists’ insights between the online experience and the actual service experience. Tourists tend to doubt new services introduced to them. As a result, people seek information through different communication mediums and online platforms to reduce uncertainty [20]. On the other hand, ECT is commonly applied to service quality, tourist satisfaction, and continuous visiting behavior [34, 35]. According to the theory, tourists are satisfied if their expectations meet or exceed the actual service they received. The study of Chen et al. [33] resulted in a comprehensive understanding of ECT based on future behavioral intentions and prior travel accommodation experience. Fig 1 shows the proposed framework combining URT and ECT to identify the determinants affecting tourist’s continuous visiting behavior.

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Fig 1. Initial theoretical framework.

https://doi.org/10.1371/journal.pone.0291694.g001

3.1 Research paradigm and sampling approach

The researchers applied the pragmatism research paradigm. This research paradigm focuses on the problem, allows method customization, and explores the best technique dependent on the problem (Rahi, 2017). Pragmatism was utilized because the study’s research framework was a combination of two existing theories (URT and ECT). These theories were merged through the support of past studies and were tested using the present study. Furthermore, URT and ECT were modified by adding and removing latent variables based on supporting quantitative and qualitative studies. It was also noted that pragmatism was a combination of positivist and interpretive paradigms (Rahi, 2017). Whereby, the researchers verified old theories, generated a new framework, and applied experimental and social approaches.

Moreover, the researchers executed a non-probability convenience sampling approach. This sampling approach allows efficient data collection and eliminates time-wasting tasks (Rahi, 2017). By the time researchers conducted the study, the number of COVID-19 cases kept increasing in the Philippines. This scenario prohibited researchers to explore other avenues to distribute the questionnaire. Thus, the researchers maximized online messaging platforms to reach out to the current network, ask for their consent to participate in the study, and encourage people to answer the survey. This approach produced good results as the researchers gathered 712 valid respondents in 3 months.

3.2 Participants

Google Forms, a web-based survey tool, was utilized to collect information and responses from participants. The questionnaire was created through Google Forms and it was disseminated through online platforms like Facebook, Messenger, and Instagram. These social media websites were maximized because they were included in the Philippines’ top 5 most used applications [39]. Then, the participant’s responses were automatically submitted to the researchers’ primary Google Forms file and extracted into an Excel file. As a result, the study accumulated 777 Filipino participants from January to March 2021. However, 65 participants had no intention to visit Palawan, had never visited any travel accommodations, and uttered irrelevant comments on data quality checking approaches. Thus, the study accumulated a total of 712 valid survey responses. Participants who possess this attitude and experience most likely have different interpretations than those who have visited Palawan and stayed in travel accommodations. Consequently, the purpose of eliminating unnecessary responses was to meet the study’s objective, which was to conceptualize the tourists’ continuous visiting behavior in visiting Palawan’s travel accommodation. Additionally, this study applied Yamane Slovin’s formula to find an acceptable research sample size. The past studies recommended that 5% error is the optimal solution and at least 399 valid responses are the recommended sample size [40, 41]. Since this study accumulated 712 valid survey responses, the number of respondents used was acceptable.

Table 1 shows the different characteristics of the participants. Valid survey responses accumulated a total of 712 Filipino participants. Specifically, the study gathered more female participants (75.84%) than male participants (24.16%). The common age range of participants was between 18–24 years old (51.54%), followed by 25–34 years old (23.74%), ≤ 17 years old (12.22%), 35–44 years old (6.46%), 45–54 years old (3.93%), and, lastly ≥ 55 years old (2.11%). Moreover, most of the participants were students (45.79%), followed by full-time employees (29.63%), then unemployed (14.47%), self-employed (6.18%), and employed part-time (3.93%). Before the COVID-19 pandemic, participants visited Palawan 1 to 2 times every year (64.61%) and they would spend an average of 1 to 2 days in the travel accommodation. Only a few participants preferred to travel to Palawan at least 3 times a year and stay in travel accommodation for at least 3 days. Finally, the participants’ most preferred travel accommodation budget was the least among the choices, amounting to ≤ ₱1,000 (25.98%).

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Table 1. Demographic profile of participants.

https://doi.org/10.1371/journal.pone.0291694.t001

3.3 Questionnaire

The questionnaire was subdivided into two sections: (1) demographic profile of participants; and (2) tourist satisfaction with travel accommodation. The first part consists of the participants’ demographic characteristics. It comprised gender, age, employment status, travel frequency, average length of stay in the travel accommodation, and budget for travel accommodation. In the second part of the questionnaire, a 5-point Likert scale was utilized to determine the extent of tourists’ insights on travel accommodation (Table 2). The questionnaire’s term “travel accommodation” refers to any hotels/lodges/guesthouses that participants have experienced.

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Table 2. Constructed questionnaire for structural equation modeling.

https://doi.org/10.1371/journal.pone.0291694.t002

The researchers utilized data quality protocols when distributing the questionnaire and filtering valid responses. These techniques ensured the reliability and credibility of respondents’ answers. As a result of these data quality approaches, a total of 65 respondents were eliminated because of their responses’ irrelevance.

The first protocol used by researchers was showcasing questions about each construct on one page, resulting in a total of eleven subdivided pages. All pages have corresponding guidelines to ensure that respondents could follow the given questions. They were also constantly reminded by including a big and bold note to read each question carefully.

This was further strengthened by including an open-ended mandated question that asked respondents about their personal opinions on random constructs. Their responses were checked by researchers individually and irrelevant responses were eliminated from the set of valid responses. For instance, one respondent mentioned that tourist satisfaction pertains to employees’ hospitality. Unfortunately, this was deemed incorrect because the respondent’s explanation was more associated with the Attitude of Employees construct. Another instance was when a participant copy-pasted a similar answer across all open-ended boxes.

Another screening technique was the inclusion of red herring questions. These were implemented to ensure the quality of responses by placing random questions on different pages. An example of a red herring question under the Physical Environment construct page was when participants were asked, “Which city of Palawan best describes your ideal physical environment?” One of the respondents answered a city that was not included in Palawan, and hence was eliminated from valid responses. At some points, participants were also asked to rank their preferences for visiting popular cities like Puerto Princesa, Coron, and El Nido; whereby 1 refers to their topmost preference and 3 is the least preference. It was considered a tricky question since they should they were instructed to rank each city from 1 to 3 and similar rankings were not allowed. Thus, participants who answered with a similar set of rankings were removed from the study.

Furthermore, common method bias and other biases were addressed by employing Fornell-Larkcer and Heterotrait-monotrait ratio. These two methods ensured reliable findings through cross-sectional construct checking and discriminant validity technique. They employed statistical techniques that could determine the relationship accuracy between targeted constructs and participants’ responses.

3.4 Covariance-Based Structural Equation Modeling

Structural Equation Modeling (SEM) is a comprehensive multivariate statistical approach that determines interrelationships between multiple variables [42]. SEM utilizes fundamental theories to develop a conceptual framework. It also defines comprehensive results behind the complex data and inputs. Most importantly, the study applied the covariance-based structural equation modeling (CB-SEM) approach. The CB-SEM approach is focused on the theoretical covariance matrix because it aims to evaluate the identified theories [43]. Since this study aims to integrate URT and ECT, the developed model is complex yet comprehensive. CB-SEM is the most appropriate statistical technique to evaluate integrated theories. In addition, this approach also determines the relationships between the identified constructs, especially in analyzing the constructs affecting tourists’ continuous visiting behavior. SPSS 22 and Amos 22 were the software used to generate significant results from the constructed CB-SEM.

Factor loading (FL), Cronbach’s alpha (α), composite reliability (CR), and average variance extracted (AVE) measure the validity of data, constructs, and measures [42]. Hence, FL, α, CR, and AVE were calculated. First, FL must be at least 0.50 to indicate a reliable measure [42]. Second, the recommended value for α is at least 0.70 to ensure internal consistency [44]. Third, CR should be at least 0.70 to signify data consistency [42]. Lastly, the suggested value for AVE is 0.50 to indicate lesser errors in measures than the variance in constructs [42]. However, this study applied the findings of Fornell & Larcker [45], where the AVE of less than 0.50 is acceptable if the CR is higher than 0.60.

After the validity of data, constructs, and measures was confirmed, CB-SEM fit indices were calculated. The study produced CB-SEM fit indices integrated with the maximum likelihood approach to generate the necessary results. CB-SEM fit indices were segmented into Incremental Fit Index (IFI), Tucker Lewis Index (TLI), and Comparative Fit Index (CFI) [42, 46, 47]. Additionally, the goodness of fit was measured through Goodness of Fit Index (GFI) and Adjusted Goodness of Fit Index (AGFI) [42, 46, 47]. A good model must generate a value greater than 0.80 for all the aforementioned indices [48]. For the badness of fit, Root Mean Square Error of Approximation (RMSEA), Root Mean squared Residual (RMR), and Standardized Root Mean squared Residual (SRMR) recommended values were less than 0.07, 0.08, and 0.08, respectively, to conclude a good fit between the model and the data [42, 46, 47, 49]. Finally, the chi-squared value divided by the degrees of freedom (CMIN/df) was generated to act as support for the overall model. Its recommended value should be less than or equal to 5.00 [50].

5.1 Interpretation of results

This subsection itemized the importance and nonsignificance of each hypothesis. Subsection 5.1 was categorized and chronologically organized based on direct connections associated with latent variables. Moreover, the hypotheses comparison to supporting studies and arguments of the present study were explained.

5.2 Theoretical contribution

Tourists’ feedback affects the operations of travel accommodations. Many tourists feel uncertain when going to a new destination. Hence, it is human nature to seek help from others for validation and approval [54]. The principles of URT govern the aforementioned behavior. URT aims to increase positive experience by predicting future outcomes based on the feedback of experienced individuals [54]. By knowing significant URT constructs, uncertainties of future tourists are lessened. This study also proved that interactive is the most effective method to reduce the uncertainties of tourists. Future tourists are encouraged to apply this method to maximize the positive experience in Palawan’s travel accommodations.

In addition, tourists expect tangible and intangible aspects when traveling to a particular destination. These aspects include travel accommodation amenities, food and beverage, employees’ work ethics, attractions, ancillary services, and physical environment [8, 11, 55, 56]. According to ECT, an individual’s expectation might lead to satisfaction or dissatisfaction [26]. The current study suggested constructs to increase the positive experience of tourists. Since tourists have their preferences, travel accommodations offer numerous services to satisfy them. It has also been identified that Palawan’s travel accommodation constantly strives to aim favorable impressions to the tourists. Therefore, ECT is a proven theory in identifying factors affecting tourists’ continuous visiting behavior.

5.3 Practical implication

This study intends to help the stakeholders of Palawan’s tourism industry. The stakeholders identified in this study comprise travel accommodation and their employees, residents, the government, and tourists. Travel accommodation services are further improved through tourists’ feedback. Tourists hold a crucial role because the business demands originate from them. This study determined significant constructs affecting tourists’ continuous visiting behavior. Travel accommodation management and its respective employees can apply significant constructs to satisfy the needs of tourists. If the tourists are satisfied with their travel experiences, they will certainly return to Palawan and avail of services from the same travel accommodation. Travel accommodations must follow the specified guidelines to enhance services that need to be emphasized. They can also mitigate the cost by reducing expenses allocated for insignificant constructs. This implication is a ripple effect because this study also aims to contribute to economic growth. Positive economic growth is equivalent to increased residents’ employment and improved government finances. If there is a continuous tourist demand, business owners will also hire more employees. In return, residents are prioritized in employment opportunities. The government’s revenue is also expected to increase by earning tourists’ loyalty. One scenario could be an additional budget to improve infrastructures within Palawan because the government has political, legislative, and financial power. This study also helps tourists to find the best method when booking travel accommodation. Since it was found that the interactive approach was the most significant method to lessen uncertainties, tourists are encouraged to seek close acquaintances’ feedback to receive truthful responses. Tourists can also mitigate the hours of searching for reviews online from strangers, which might seem unpersuasive. Therefore, these stakeholders are vital in tourism development and tourists’ continuous visiting behavior.