Tourist Profiling Using Modified AIO Model: Case Study in Alegria, Surigao Del Norte

Tourist profiling can support destination planning and product development, but visitor preferences need to be considered alongside destination readiness, community interests and resource constraints. This study profiled tourists visiting Alegria, Surigao del Norte, Philippines, using a Modified Activities, Interests and Opinions (AIO) Model integrated with Push–Pull Motivation Theory and destination-equity constructs. A descriptive concurrent mixedmethod design was used in this study, which included 200 tourists who participated in interviews using convenience intercept sampling between September and November 2024. Descriptive statistics were used to evaluate the demographic and travel characteristics, travel motives, destination equity and advocacy-related behavioral responses from the quantitative data and the five qualitative data sets were thematically analyzed and combined with quantitative results. Visitors were mainly younger, female, college-educated and came to visit the attractions and destinations in the region. High scores were obtained for internal push motivation (M=4.20), destination pull attributes (M=4.26), destination equity (M=4.03) and behavioural intention (M=4.27). The qualitative responses focused on the elements of relaxation, escape, family and social connection, nature, fresh air, hospitality and value and the recommendations included signage, safety, infrastructure, more activities and improvements to existing attractions. Visitation focused on Lumundo Waterfalls in order to promote a managed diversification. The results are in favour of positioning Alegria as a nature-based product, a relaxation product and a family product and consider the carrying capacity, protection of the environment, community interests, readiness of infrastructure and the distribution of tourism benefits aspects, in addition to the long-term management considerations of the destination, in the process of tourism planning.