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Notably, market segmentation reveals the promising segment of the South Korean Catholic population, which has exhibited significant growth over the years. Therefore, understanding the travel motivations and preferences of South Korean Catholics is imperative for the Philippine tourism industry to develop tailored, culturally sensitive, and enticing tourism products and services that can attract this segment and optimize its potential. Currently, this need for deeper and more comprehensive market study is not yet sufficiently covered in the exit surveys being conducted by the Department of Tourism for its Annual Visitors’ Sample Surveys (AVSS). Although, the religious component of South Korean tourism experience may have been captured under the culture items of the AVSS. 3. Research Objectives These research objectives aim to provide insights and actionable recommendations for the Philippine tourism industry to address the challenges posed by stagnancy in Chinese tourist numbers and to strategically tap into the potential of the South Korean outbound travel market, particularly the segment represented by South Korean Catholics, using the sample size of at least 664 respondents, to be selected from actual South Korean tourists that visited the Philippines. 3.1. To comprehensively grasp the travel motivations and preferences of the South Korean Catholic outbound traveling population and their impact on destination selections, with the aim of crafting culturally sensitive and customized tourism products and services that can proficiently allure and cater to this distinct segment of travelers. 3.2.To identify the unique cultural and religious interests of South Korean Catholic travelers and utilize this information to tailor tourism offerings in the Philippines to meet their specific needs and interests. 3.3.To gain a deeper understanding of their cultural practices, travel behaviors, expectations, and service standards of South Korean Catholic tourists by observing South Korean Catholic travelers in their natural environment, such as during their travels in the Philippines like familiarization tours, that will help the tourism stakeholders make informed decisions about where to invest in infrastructure and services to accommodate the needs of South Korean Catholic travelers improving service delivery of the Philippine tourism industry contributing to its long-term success. 3.4.To identify the preferred traditional and social media platforms among South Korean Catholics and to delineate the temporal patterns of their engagement with these media that will enable the Philippine tourism industry to formulate targeted media placement strategies. 4. Scope and Delimitation of the Study 4.1.Scope: 4.1.1. The study will focus on understanding the travel motivations, preferences, and unique cultural and religious interests of the South Korean Catholic outbound tourists. 4.1.2. It will anchor the formulation of data collection instruments to the development of marketing strategies to attract and engage South Korean Catholic tourists, with a specific emphasis on religious sites and culturally significant attractions in the Philippines. 4.1.3. The study will also delve into improving service delivery in the Philippine tourism industry to meet the expectations and service standards of South Korean Catholic tourists. 4.1.4. The research will be conducted within the context of the Philippine tourism industry's efforts to address the lethargic and unimpressive Chinese tourist numbers and strategically tap into the potential of the South Korean outbound travel market, particularly targeting South Korean Catholics. 4.2.Delimitation: 4.2.1. The study will not extensively cover the overall South Korean outbound travel market but will specifically focus on the segment represented by South Korean Catholics. 4.2.2. It will not address the broader challenges and strategies of the Philippine tourism industry unrelated to the specific objectives outlined in the research objectives. 4.2.3. The research will not extend to examining the tourism industry in other countries or regions apart from the Philippines and its engagement with South Korean Catholic travelers.