Influence of Pop Culture on the Formation of Destination Image and Visit Intentions as Perceived by the Selected Filipino Generation Z Travelers

Popular culture is a term that refers to a society's traditions and material culture in general such as film, music, fashion, and literature. Popular culture can inform people of various locations portrayed in it which may attract visitors. The purpose of this study is to determine whether pop-culture influences the destination image and visit intentions that were perceived by the selected Filipino Generation Z travelers. The research design of the study is descriptive quantitative wherein it is a tool that is utilized to find and observed the connection of the study’s variables. This research applied non-probability sampling; specifically, convenience and quota sampling, in choosing the respondents of the study. The total of the respondents for the study is 120 Filipino Generation Z travelers in Lucena City. As for the data analysis plan, Frequency Count and Percentage, Weighted Mean, and Pearson Moment Correlation statistical tools were employed. The results of this study revealed that pop-culture appears to influence the Filipino Generation Z travelers in Lucena City’s perceptions of a destination and intentions to visit, causing them to have a good attitude towards it and it highlights how pop-culture can change the views of these sites, for better or worse. Although, destination image and visit intentions have no significant relationship. The output is holding a workshop to raise awareness of the perception of Generation Z in terms of the influences of pop-culture on the formation of destination image and visit intentions.