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CHAPTER I
THE PROBLEM & ITS BACKGROUND
Introduction
As the 21st century continues to unfold, tourism has been in great development
due to modern communication and transportation improvements; making tourism as easy
as traveling from state to state, region to region or country to country.
Because of the emerging growth of tourist travels in the Philippines,
cultural/heritage sites and ecotourism destinations are one of the great attractions for
domestic and international tourists. Ecotourism and historical tourism play vital roles in
the employment of people living in the areas; furthermore maintaining the characteristics
of the attractions in good condition.
The Tourism Act of 2009 states that one of its objectives is to encourage activities
and programs which promote tourism awareness, preserve the country’s diverse cultures
and heritage, and instill a sense of history and culture of tourism among the youth and
populace.
Furthermore, it aims to develop the country as a prime tourist hub in Asia as well
as a center of world congresses and conventions by promoting sustainable tourism
anchored principally on the country’s history, culture and natural endowments, and
ensuring the protection, preservation and promotion of these resources.
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According to the Department of Tourism, an average of 3.52 million tourists have
visited the country in the year 2010 surpassing the year target of 3.3 million; indicating
that the Philippines is attracting more tourists in the coming years.
In the past 10 years, San Miguel, Bulacan has not been part of the ecotourism
drive of the government on including it as one of the tourist destinations in the country.
The municipality has not developed into a “country-known’’ diverse town in contrast to
its natural characteristics and cultural/heritage history compared with other destinations
like Vigan in Ilocos Sur and Calamba in Laguna.
Tourists who visit a particular spot may find the place interesting if a specific
characteristic of the place will give them satisfaction for a particular need or want.
Tourist satisfaction should then be given immense importance for the attraction to be a
successful tourist spot.
Tourist satisfaction should be given great attention because tourists who find their
money not worth the experience may find other tourist places to visit and therefore,
facilities and services rendered in a place should be always looked upon.
Tourist preferences should always be considered to achieve their satisfaction
because satisfied tourists are most likely to become loyal and will eventually repeat
visiting the place and this can attract more potential tourists in the future.
The purpose of this study is to specifically assess the level of satisfaction of the
tourists visiting the ecotourism and cultural/heritage sites found in San Miguel, Bulacan.
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Statement of the Problem
Among the towns found in the 3rd
District of Bulacan, San Miguel is one of the
potential destinations that can draw tourist arrivals and be known to be one of the
preferred places to be visited by tourists in Region III. The town is rich in natural,
cultural, historical, agricultural and gastronomy tourism. The main problem is that tourist
arrival in San Miguel, Bulacan is relatively low amidst the presence of natural and
historical attractions the town has. Therefore, a study should be conducted to determine
which tourist facilities and services should be prioritized and produced to cater tourist
needs and wants.
Significance of the Study
The study will benefit the tourism industry of the Municipality of San Miguel,
Bulacan in developing their tourist attractions and will help them in formulating plans
which targets potential tourists in the future. This research would help them determine
which facilities or services should be produced or prioritized to further improve their
tourism industry and will also serve as a guide to which tourist-related areas should be
given further attention and maintenance. In relation, there has been a limited study about
the relation of tourist satisfaction and tourist destinations in San Miguel, Bulacan making
this study helpful in understanding tourist expectations and help tourism planners on
developing the tourism industry more. This will also help students taking Hotel &
Restaurant Management who plan to put up establishments aimed for tourists.
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Objectives
The main objective of the study was to assess tourist satisfaction in relation to
their visit to an ecotourism attraction and historical tourist spots found in San Miguel,
Bulacan.
Specifically it aimed to:
Develop an in-depth understanding of tourist satisfaction with their
experiences in San Miguel, Bulacan
Determine the satisfaction of tourist in relation to their demographic
characteristics and individual behaviors
Scope and Limitation of the Study
This study focused on the assessment of tourist satisfaction on the natural and
historical places they visited in the town of San Miguel, Bulacan. However, comparison
of the satisfaction of the tourists against other tourist attractions is not included in this
study.
Data on tourists’ educational attainment, age, sex, and civil status were
collected through survey questionnaires distributed to the tourists.
The survey was limited only to the selected ecotourism and cultural/heritage
destinations in the town of San Miguel, Bulacan.
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Time & Place of the Study
The study was conducted on November 2011 to February 2012 on selected
tourist destinations in San Miguel, Bulacan namely Biak na Bato National Park, Banal na
Bundok, Madlum caves and San Vicente old houses.
Definition of Terms
To better understand the study, the following words are hereby defined:
Cultural heritage. Complex of monuments, buildings and archeological sites of
outstanding universal value from the point of view of history, art or science.
Cultural tourism. Experiential tourism based on being involved in and stimulated
by the performing and visual arts and festivals.
Ecotourism. Form of sustainable tourism within a natural and cultural heritage
area where community participation, protection and management of natural resources,
culture and indigenous knowledge and practices, environmental education and ethics, as
well as economic benefits are fostered and pursued for the enrichment of host
communities and the satisfaction of visitors.
Heritage tourism. Form of visiting preferred landscapes, historic sites, buildings
or monuments. Also, experiential tourism in the sense of seeking an encounter with
nature or feeling part of the history of the place as stated by Hall and Zeppel (1990). The
word “heritage” in its broader meaning is generally associated with the word
“inheritance”, that is, something transferred from one generation to another. Owing to its
role as a carrier of historical values from the past, heritage is viewed as part of the
cultural tradition of a society.
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Tourist. Person who travels for entertainment purposes for more than 80
kilometers away from his/her home (World Tourism Organization, 2007).
Tourist destination. A geographical unit which tourists visits and stay at. It may
be a village, town, city, district, region, island, country or continent.
Tourist satisfaction. Significantly related to customer loyalty, repeat visitation,
and positive social communications (Beeho and Prentice 1997).
Weighted mean. A measure of central tending and a form of arithmetic mean that
gives different observations unequal weight in accordance with their unequal relative
importance.
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CHAPTER II
REVIEW OF RELATED LITERATURE
According to Cruz (2007), a tourist destination is a geographical unit which
tourists visit and stays at. It may be a village, town, city, district, region, island, country
or continent. Cruz (2007) also cited that tourism is essentially a pleasure activity in which
money earned in one’s abode is spent in places visited.
Lew (1986) defines attractions as “things to see, activities to do and experiences
to be remembered.” He suggests that attractions are elements and conditions that are not
available at home that motivate tourists to venture temporarily outside of their residential
areas. The principal components of a tourism attraction are those that entice people from
other areas to travel there in order to see or do something. Victor (1989) explained that
“attractions are something which motivates tourists to visit.” Pearce (1991) provides an
operational definition of tourism attraction as being a “named site with a specific human
or natural feature which is the focus of visitor and management attention”. Prentice
(1993) cites the definition of attraction as “a site, theme or area which attracts visitors.”
Gao (1995) defines attraction as “a destination with unique features in which
visitors are interested.” However, many writers have not defined tourism in a more
precise definition which makes tourism a vast term.
According to Huh (2002), heritage tourism as a part of the broader category of
“cultural tourism” is now a major pillar of the nascent tourism strategy of many
countries. Cultural/heritage tourism strategies in various countries have in common that
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they are a major growth area, can be used to boost local culture and can aid the seasonal
and geographic spread of tourism (Richards, 1996).
Heritage/cultural tourist destinations can be towns having architectures where
heroes or wealthy families used to live. Cruz (2007) cites that tourism has provided
preservation of historical buildings and creation of museums. Developing nations realize
that their historical sites or traditional towns and neighborhoods untouched by progress
are economic assets. People travel for different reasons. Some are interested in historical
or cultural activities such as museums and monuments while others prefer the sun, sea
and sand.
As tourists are becoming more sophisticated, their need to recapture the past has
increased. Tourists have been visiting cultural/heritage sites more frequently. Following
Huh (2002), cultural/heritage tourism offers several benefits to tourists and residents, as
well as governments. First, cultural/heritage tourism protects historic, cultural, and
natural resources in communities, towns and cities. Second, it educates residents and
tourists about local/regional history and traditions. Through research about and
development of heritage/cultural destinations, residents will become better informed
about local/regional history and traditions which can be shared with tourists. Third,
cultural/heritage tourism builds closer and stronger communities. Knowledge of heritage
provides continuity and context for communities which instills respect in their residents,
strengthens citizenship values, builds community pride and improves the quality of life.
Fourth, it promotes the economic and civic vitality of a community or region. Economic
benefits include creation of new jobs in the travel industry, cultural attractions and travel-
related establishments; economic diversification in the service industry (restaurants,
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hotels/motels, bed-and-breakfasts, tour guide services), manufacturing (arts and crafts,
souvenirs, publications) and agriculture (specialty gardens or farmers’ markets);
encouragement of local ownership of small businesses; higher property values; increased
retail sales; and substantial tax revenues.
According to Cruz (2007), ecotourism is another growing segment of the tourism
industry. Since tourism is now the world’s largest industry, the environment is becoming
the center of tourism development. It is also the core of tourism products. Cruz (2007)
describes ecotourism as green, natural, sustainable, alternative, appropriate and low
impact.
The Tourism Act of 2009 defines ecotourism as a form of sustainable tourism
within a natural and cultural heritage area where community participation, protection and
management of natural resources, culture and indigenous knowledge and practices,
environmental education and ethics, as well as economic benefits are fostered and
pursued for the enrichment of host communities and the satisfaction of visitors.
Ecotourism is the appropriate word describing tourism that is environmentally
focused and is composed of flora and fauna.
Huh (2002) states that there is a need to investigate the relationship between
destination attributes and tourists’ satisfaction from the tourists’ perspective in order to
gain an in-depth understanding of tourists’ attitudes and behavior after they visit
cultural/heritage destinations. Tourists express satisfaction or dissatisfaction after buying
tourism products and services (Fornell, 1992). If tourists are satisfied with the products,
10
they will have the motivation to buy them again or they will recommend them to their
friends.
Bitner and Hubbert (1994) describe customer satisfaction as a feeling or an
attitude of a customer towards a service after it has been used. Studies have also
confirmed that there is a relationship between service quality, satisfaction and behavioral
intentilon, and service quality and behavioral intention. According to Cronin and Mackey
(1992), service quality reflects a consumer’s evaluative perceptions of a service
encounter at a specific point in time. In contrast, customer satisfaction judgments are
experimental in nature, involving both an end-state and process and reflecting both
emotional and cognitive elements.
According to Oliver (1997), satisfaction is defined as the customer’s fulfillment.
It is a judgment that a product or service feature, or the product or service itself, provided
(or is providing) a pleasurable level of consumption-related fulfillment including levels
of under- or over-fulfillment. Need fulfillment is a comparative process giving rise to
satisfaction responses. Without assessment on consumer satisfaction, businesses which
render services and products to tourists will find it hard to sell and in return will mean no
revenue or in greater case, total business failure.
There is a need to investigate the relationship between destination attributes and
tourists’ satisfaction from the tourist’s perspective in order to gain an in-depth
understanding of tourists’ attitudes and behavior after they visit cultural/heritage
destinations. Tourists express satisfaction or dissatisfaction after they buy tourism
products and services as stated by Fornell (1992). If tourists are satisfied with the
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products, then they will have the motivation to buy them again or they will recommend
them to their friends.
Tourist satisfaction for a particular destination may be the result of multiple
factors including expectations generated before and during the trip as well as perception
of the services received.
Tourist satisfaction is also significantly related to customer loyalty, repeat
visitation and positive social communications according to Beeho and Prentice (1997).
To further determine the satisfaction of tourists, their behavior and demographic
attributes should be assessed.
Research shows that satisfaction can affect customer retention and also lead them
to recommend the goods or services to others. This can be applied to tourism. Therefore,
it is crucial to investigate which factors are important for tourists. Furthermore, tourist
satisfaction usually contributes to increased rates of tourist patronage, loyalty and
acquisition retention which in turn helps to achieve economic goals such as increasing
number of tourists and revenues. These factors, among others, are the reasons why tourist
satisfaction is a subject worth being studied as Akama et al. (2002) state.
Kozak and Rimmington (2000) note that tourist satisfaction is important to
successful destination marketing because it influences the choice of destination,
consumption of products and services and decision to return. Pizam et al. (1978) state that
it is important to measure consumer satisfaction with each attribute of the destination
because consumer dis/satisfaction with one of the attributes lead to dis/satisfaction with
the overall destination.
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Research about the relationship of demographic attributes on the satisfaction of an
individual are all measured so as to correlate the satisfaction of a tourist on a particular
destination. When researchers analyzed tourism attraction and tourist satisfaction with
destinations, knowing the differences influenced by demographic characteristics was a
must according to Huh et al. (2006).
Many consumer behavior literatures contain significant differences in the
definition of satisfaction. According to Giese (2000), all of these definitions share some
common elements. When examined as a whole, three general components can be
identified: 1) Consumer satisfaction is a response (emotional or cognitive), 2) the
response pertains to a particular focus (expectations, product, consumption experience,
etc.) and 3) the response occurs at a particular time (after consumption, after choice,
based on accumulated experience, etc).
As Sparks (2002) cites, tourism product is multifaceted. As a result, the
satisfaction of visitors to a destination can be impacted by a range of tourism experiences
which may derive from many sources (e.g., accommodation, use of natural attractions,
restaurants and so forth). Similarly, when using any one tourism product, there are many
aspects that influence satisfaction. For instance, the treatment provided by service
personnel, physical environment or ease with which a visitor can access the product.
Thus, the research took an approach which investigated both satisfactions with tourism
objects as well as dimensions of tourism experience.
Sparks (2002) cites that value for money is measured using visitors’ perceived
value of a product and assessment of prices paid for that product. Access is designed to
measure views on how accessible a tourism object is, as well as its hours of operations.
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Service is measured using two questions which sought information on visitors’
perceptions of overall service levels and consistency of service delivery. The physical
environment dimension sought information about the actual physical set-up (or
environment) of the tourism object as well as the visitors’ perceived level of safety.
Finally, communication is primarily concerned with seeking feedback on visitors’
assessment of service personnel’s communication style and helpfulness.
According to Cruz (2007), the level of satisfaction depends on one’s expectation
of a situation as well as one’s perception of an actual situation. If the level of
expectation is higher than the actual experience, the tourist will be dissatisfied. For the
traveler to be satisfied with a product, service or situation, the level of actual experience
must be equal to or greater than the level of expectation. Hence, the level of service
given to the vacationer must be given great importance in order to assure quality
experience and high level of satisfaction that will bring the traveler back.
Furthermore, through an analysis of previous studies, this research chose tourists’
demographic and travel behavior characteristics and destination attributes in order to
determine the differences in the contribution of attributes to tourists’ satisfaction.
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CHAPTER III
METHODOLOGY
This chapter focuses on research design, respondents, data gathering procedure,
and statistical tools that were used to test the association between model variables.
Research Design
To obtain data for the purpose of this study, the descriptive type of research was
employed. A survey was conducted in the selected destinations in San Miguel, Bulacan
by distributing a set of structured questionnaires to tourists who arrived. Data were
gathered from a total of 80 respondents (20 respondents from each tourist attraction). The
random sampling method was used in order to collect these data from the respondents
wherein the respondents were selected randomly and survey questionnaire were
distributed and collected by the researcher. After collection, data were computed and
interpreted using weighted mean, scoring mode and percentage distribution.
Respondents of the Study
Randomly selected respondents, specifically non-residents of San Miguel,
Bulacan, participated in the study comprised of tourists who visit the selected attractions
in San Miguel, Bulacan; giving attention to their educational attainment, sex, age,
household income and civil status.
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Data Gathering Procedure
The Tourism office of the Municipality of San Miguel was given a request letter
from the school by the researcher to achieve permission to conduct survey on the areas
concerned.
Research Instrument
Collection of data was done through survey questionnaires distributed to the
random by selected tourists. This instrument was used to determine the level of
satisfaction of the tourists in terms of the services and products they received during their
trip.
The survey questionnaire is composed of question categories such as accessibility,
accommodation, communication, environment, food and beverage establishments, price,
security, shopping and recreational facilities, and tourist personnels. Respondents rated
the subcategories on satisfaction on the service and products they received.
Information on age, sex, household income, educational attainment and civil
status of the respondents were also gathered.
Statistical Tools
The gathered data were presented based on the tourists’ responses on the survey
questionnaires. Weighted mean and percentage distribution were used as statistical tools
to interpret and arrive at the results.
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1. Weighted mean was used to distinguish which attributes of tourism highly
satisfies tourists and facilities that do not satisfy them. The formula below was
used and applied during data calculation.
WM = 𝑓𝑥__
N
Where WM – weighted mean
f – frequency
x – category rating
N – total number of respondents
- summation
2. Percentage distribution was used to determine the overall share of the tourists’
demographic characteristics and travel behavior characteristics in relation to their
satisfaction.
Where P – percentage
f – frequency
N – total number of responses
f
P = x 100
n
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Scoring Mode
As a guide to data interpretation, the scoring mode for the different mean of the
four tourist attractions is shown below;
Statistical Limit Verbal Description
3.26 – 4.0 HS – Highly Satisfied
2.51 – 3.25 MS – Moderately Satisfied
1.76 – 2.50 SS – Slightly Satisfied
1.00 – 1.75 NS – Not Satisfied
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CHAPTER IV
RESULTS & DISCUSSION
This chapter presents the data that were collected, tallied and presented in
narrative with the use of tabular and graph form and were analyzed statistically through
weighted mean, scoring mode and percentage distribution. Table 1 show the calculated
grand mean of the respondents in each tourist attributes. Table 3 - 13 shows tourist
demographics and travel behavior characteristics. Verbal descriptions were also indicated
in the preceding results.
Weighted Mean Result
Table 1.Grand mean result of tourist satisfaction on the attributes connected with the
tourist areas
As stated in the first specific objective of this study which is to develop an in-
depth understanding of tourist satisfaction with their experiences in San Miguel, Bulacan,
the tabulated results were found to have variation in each category (Table 1).
Attributes Grand Mean
Verbal Description
Accessibility 2.76 Moderately Satisfied
Accommodation 3.56 Highly Satisfied
Communication 2.54 Moderately Satisfied
Environment 3 Moderately Satisfied
Food and beverage establishments 2.41 Slightly Satisfied
Price 2.33 Slightly Satisfied
Security 2.14 Slightly Satisfied
Shopping facilities 2.22 Slightly Satisfied
Recreational facilities 1.94 Slightly Satisfied
Tourist personnel 2.61 Moderately Satisfied
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Respondents who sought for availability of tents and cottages and affordability
were highly satisfied with the accommodation on the place. Tourists having a tent or
cottage in the place where they are visiting can leave their things and this can also be a
venue where they can eat and relax. This factor can be one of the major reasons for a
tourist to visit a tourist destination. Opportunely, the tourist areas where the study was
conducted were all equipped with cottages and tents and pricing was affordable enough
for customers.
With a grand mean of 2.76, accessibility with regards to the roads’ ease of
traveling and comfort while driving to these areas was ranked to be moderately
satisfactory due to the fact that the roads connected to these places were good enough
during travel and pavements were being built at the time. At some point however, areas
through which the roads intersect are rough and most of the time, absence of vehicles
passing by were hard to find.
The Madlum caves, Biak na Bato and Banal na Bundok the tourist areas where
absence of vehicles was recorded to be the reason why tourist-owned cars and vehicles
were used, leaving a probability of not being visited. Therefore, good roads and vehicles
should be provided.
Communication and tourist personnel play important roles in the tourism industry
being a people-oriented industry. Communication with a grand mean of 2.54 and verbal
description of moderately satisfactory implies that the hospitality and approachability of
service personnel in the areas were effective.
The environment attribute which has a grand mean of three (3) and a description
of moderately satisfactory proves that the environment in the areas have minimal or no
20
pollution and noise. Travelers that come from cities or nearby provinces may travel to a
place like the Madlum caves or Biak na Bato if this attribute is to be considered. Some
tourists who come from busy cities may visit these places to escape from noise and stress
and experience nature. Garbage collectors should be deployed in these areas to ensure
that wastes are properly disposed. Under the attribute environment, availability of
direction and caution signages should also be provided because ecotourism areas like
Biak na Bato and the Madlum caves are situated in a mountainous landscape, making
trekking and cave exploring safe.
The tourist personnel attribute with a grand mean of 2.61 and verbal description
of moderately satisfactory show that the tourists’ interaction with employees in the areas
are acceptable. Thus, it is very important that the personnel interacting with the tourists
should be accommodating and friendly to make the customers feel special. Employees
should be responding to the tourists’ needs hospitably because they travel to the place not
just to relax and experience the environment but to be served responsibly. Personal
encounters make the travel experience for the tourists memorable and lasting.
Tourist personnel available in the areas to which tourists are in direct contact with
are tour guides. Out of the four tourist areas, three have tour guides available for tourists
to be accompanied with during their trip. There is no tour guide for the old houses in San
Vicente but are the ones who are also curators of the history of the old Spanish houses
they own. The Municipality of San Miguel can make the town known and be recognized
by tourists by providing needed tour guides and curators to make trips to these places
educational and also pass the history of San Miguel continuously from generation to
generation.
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These attributes with verbal descriptions as slightly satisfactory indicates that
tourists are 26-50 % satisfied with the areas. These are therefore essential to tourists
because they make the experience delightful and worth the time.
Food and beverage establishments with a grand mean of 2.41 and described as
slightly satisfactory should be available because tourists in a certain place have the
tendency to find a pleasant place where they can eat and drink, has varied choices and
pricing is affordable. Cleanliness and sanitation should also be monitored to give the
tourists the security of getting nutritious food and served hospitably.
Price as one of the attributes had a grand mean of 2.33 and a verbal description of
slightly satisfactory. As cited by Sparks (2002), value for money was measured using
visitors’ perceived value of a product and assessment of the prices paid for that product.
Pricing for a particular product or service must be studied first, analyzing its outcomes
and possible effects as to how tourists will be receiving the product.
Security as an attribute had a grand mean of 2.14 and slightly satisfactory
description. This implies that personnel who are concerned with the safety and security of
the tourists in the areas are few or are not visible to the tourists. Tourist areas must have
security personnel and assistance centers were visitors can approach whenever they need
assistance and help during their trip.
On table 1, shopping facilities with a grand mean of 2.22 and is slightly
satisfactory as verbally described implies that tourists find that there is limited
establishment where they can buy souvenirs or there is no variety of products. Tourists
express satisfaction or dissatisfaction after they buy tourism products and services,
Fornell (1992).
22
If tourists are satisfied with the products they bought, they will have the
motivation to buy these products again or they will recommend them to their friends.
Tourists have the tendency to buy products as they travel to a certain place. They may
look for products that are in connection with their trip so as to take home the memory of
their trip to that particular place.
Recreational facilities as one of the attributes and had a grand mean of 1.94 and a
verbal description of slightly satisfactory implies that facilities where a tourist can have
recreation achieved 26–50 % of their expectation. The areas may lack facilities that the
tourists can use for recreation aside from the usual sightseeing in the area. These facilities
would make the area generate income, attract more potential visitors and above all,
satisfy the tourists visiting the area.
Percentage Distribution Result
Table 2. General assessment of respondents on the areas as tourist attractions
Answer
Frequency
Percentage
Yes 77 96.25%
No 3 3.75%
In connection with the overall satisfaction of the tourists, table 2 shows the
general assessment of the respondents on the attractions San Miguel, Bulacan as tourist
destinations. Majority of the tourists answered yes on the question asking if great
improvements should be rendered to improve their satisfaction. The satisfaction of the
tourists who experienced the trip would improve if the attributes cited in the
questionnaires will be also enhanced and improved.
23
This result can summarize the result of the overall satisfaction of the tourists
being satisfactory in terms of the indicated attributes. To provide excellent services and
facilities, assessment of tourists’ satisfaction is a good guide which planners can rely on.
Table 3. Frequency and percentage of tourists for every area in terms of sexual
orientation
Sex San
Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves Percentage
Male 7 12 11 11 50%
Female 13 8 9 9 50%
Results of the frequency of tourists based on their sexual orientation show that
there are more males than females visiting Biak na Bato, Banal na Bundok and the
Madlum caves (Table 3). Visits to the old houses of San Vicente were mostly by females
implies that males prefer eco-tourism areas. The percentage of the male and female
tourists in the table shows that there is equal percentage of the male and female tourists.
The fact the both sexes travel to the tourist attractions found in San Miguel, Bulacan can
be used by the management of the areas to consider the different needs of both sexes
regarding facilities which will cater to their differing preferences.
Accessibility is also a factor why more males are visiting the areas that are
somewhat far from main roads, noting the situation of the roads where small vehicles
(i.e., motorcycles, tricycles) are the main modes of transportation available on the place.
It can also be noted that males find the old houses of San Vicente not satisfactory.
24
Table 4. Weighted mean result of attributes based on sexual orientation
Attribute
Male Female
WM VD WM VD
Accessibility
2.57
Moderately
Satisfied
2.79
Moderately
Satisfied
Accommodation
2.35
Slightly
Satisfied
2.20
Slightly
Satisfied
Communication
2.41
Slightly
Satisfied
2.44
Slightly
Satisfied
Environment
2.45
Slightly
Satisfied
2.90
Moderately
Satisfied
Food and beverage
establishments
2.25
Slightly
Satisfied
2.54
Moderately
Satisfied
Price
2.23
Slightly
Satisfied
2.18
Slightly
Satisfied
Security
2.03
Slightly
Satisfied
2.22
Slightly
Satisfied
Shopping facilities
1.96
Slightly
Satisfied
2.15
Slightly
Satisfied
Recreational facilities
1.88
Slightly
Satisfied
2.07
Slightly
Satisfied
Tourist personnel
2.59
Moderately
Satisfied
3.07
Highly
Satisfied
Satisfaction of the tourists based on sexual orientation on table 4 shows that both
males and females are slightly satisfied on the attributes related to the areas. The rate of
satisfaction on the areas is 26–50% which therefore implies that consideration on the
sexual orientation of the tourists needs improvement.
Table 5. Frequency and percentage of tourists for every area in terms of civil status
Civil Status
San Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves
Percentage
Frequency
Single 20 9 16 13 72.5%
Married 0 10 4 6 25%
Widow 0 1 0 1 2.5%
25
As shown on table 5, tourists are mostly single. This indicates that most of the
areas possibly appeal to young tourists. Married and widow tourists on the other hand can
visit the areas to enjoy together with their families. Most singles visit the San Vicente old
houses while most married tourists visit Biak na Bato and widows visit Biak na Bato and
the Madlum caves. Singles visiting the San Vicente old houses were students who go
there as part of their school activities. Married and widowed tourists together with their
families, may view Biak na Bato and Madlum caves as places to unwind and enjoy time.
These areas should have facilities which families can use.
Table 6. Weighted mean result of attributes based on civil status
Attribute
Single Married Widow
WM VD WM VD WM VD
Accessibility
3.2
Moderately
Satisfied
2.03
Slightly
Satisfied
2.75
Moderately
Satisfied
Accommodation
2.42
Slightly
Satisfied
2.42
Slightly
Satisfied
2
Slightly
Satisfied
Communication
2.84
Moderately
Satisfied
2.39
Slightly
Satisfied
2
Slightly
Satisfied
Environment
2.68
Moderately
Satisfied
2.43
Slightly
Satisfied
2.67
Moderately
Satisfied
Food and
beverage
establishments
1.83
Slightly
Satisfied
2.25
Slightly
Satisfied
2.5
Slightly
Satisfied
Price
2.48
Slightly
Satisfied
2.11
Satisfied
2.5
Slightly
Satisfied
Security 2.39 Slightly
Satisfied 1.89
Slightly
Satisfied 2.5
Slightly
Satisfied
Shopping
facilities
2.26
Slightly
Satisfied
2.37
Slightly
Satisfied
2.67
Moderately
Satisfied
Recreational
facilities
2.17
Slightly
Satisfied
1.59
Slightly
Satisfied
2.67
Moderately
Satisfied
Tourist
personnel
2.76
Moderately
Satisfied
2.72
Moderately
Satisfied
3
Moderately
Satisfied
26
Table 6 shows the weighted mean result of the tourists’ satisfaction in relation to
their civil status. With respect to civil status, results range from slightly to moderately
satisfactory indicating that the areas rendered 50–75% of their expectation. For tourists to
visit again, their expectation from that area should be met, which will make them
potentially become repetitive visitors.
Table 7. Frequency and percentage of tourists for every area in terms of age
Age
San Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves
Percentage
Frequency
Below 20 years
old 13 3 9 9 42.5%
20-29 years old 7 10 9 8 42.5%
30-39 years old 0 7 2 2 13.75%
50 & above 0 0 0 1 1.25%
Table 7 shows that there is an equal number of tourists’ aged below 20 years old
and 20-29 years old. Different age brackets can influence tourists’ satisfaction especially
if facilities and amenities are not inlined with their age. Planners can base their projected
facilities and amenities to what their target tourist ages are adding that planning costs can
also be minimized if they know in advance who their common visitors are. Results of the
frequency of visitors based on age indicates that teenagers and young professionals can
be drawn to visiting San Miguel, Bulacan. It can be caused by the fact that these areas
have nice views that can help them relax and enjoy or serve as venues in celebrating with
friends or fellow workers during holidays. As previously stated, establishing facilities
that targets specific groups of tourists will attract more visitors depending on their age.
27
Table 8. Weighted mean result of attributes based on age
Attribute
Below 20
years old
20-29 years
old
30-39 years
old
50 and
above
WM VD WM VD WM VD WM VD
Accessibility
2.6
SS
3.08
MS
3.14
MS
2
SS
Accommodation
1.93
SS
2.46
SS
2.73
MS
1
NS
Communication
2.35
SS
2.98
MS
2.55
MS
2
SS
Environment
2.75
MS
2.95
MS
2.73
MS
2.5
SS
Food and
beverage
establishments
2.26
SS
2.61
MS
1.87
SS
2
SS
Price
2.11
SS
2.68
MS
2
SS
2.13
SS
Security
2.03
SS
2.59
MS
1.86
SS
2.5
SS
Shopping
facilities
1.77
SS
3.61
HS
1.73
NS
2.5
SS
Recreational
facilities
1.81
SS
2.18
SS
1.34
NS
2.5
SS
Tourist
personnel
2.63
MS
3.03
MS
2.17
SS
2
SS Legend: NS- Not Satisfied SS- Slightly Satisfied MS-Moderately Satisfied HS-Highly Satisfied
A result of the weighted mean of the attributes assessed by the tourists is shown
on table 8. Among the age brackets, tourists who are 30–39 years old and 50 above and
are not satisfied on accommodation and shopping and recreational facilities. With a
weighted mean of 1.73, shopping facilities is described as not satisfactory by tourists
aged 30–39 years old. This may be because there are minimal stores to shop and therefore
there is lack of available items to buy. Tourists included in this group can be considered
professionals who are able to buy tourism products as well. As tourists leave a place
which they visited, they would want to buy products related to the place or souvenirs
which makes their travel memorable. Also, recreational facilities as assessed by this age
28
group are not satisfactory, which implies that the areas lack facilities and has no safety
gears and first aid. It could also be implied that the tourists aged 30–39 years old want to
find facilities that can improve their health. The results suggests that facilities and
services should be improved to enhance the satisfaction of tourists with respect to their
age. Tourist attractions could be incorporated with activities and facilities that would
cater to the needs of tourists other than the usual sightseeing a place can offer which can
also boost its marketability.
Table 9. Frequency and percentage of tourists for every area in terms of household
income
Estimated Income
San Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves
Percentage
Frequency
Less than
PHP10,000 9 18 18 18 78.75%
Less than
PHP30,000 8 1 2 2 16.25%
Above PHP50,000 3 1 0 0 5%
Results on the percentage and frequency of tourists for every area as assessed
through their household income (Table 9) show that families earning less than
PHP10,000 a month are the majority of tourists who visits the place. Low income
families tend to travel to these places to enjoy the site, affected by the fact that these areas
has low fees in terms of entrance, parking and cottage rent. This should be considered
because the results predict the pricing strategy that the tourist areas’ management should
consider. Income earned by a family could also predict their satisfaction of the area. High
income families tend to spend their money by how it will give them satisfaction aside
from the fact that their capability to buy tourism products is relatively higher than that of
low income families.
29
Frequency of the tourists for every area based on estimated household income as
shown on table 9 shows that families earning less than PHP10,000 a month is high on
ecotourism destinations. These areas may have low fees and families from this group can
afford the rates. The concentration of these tourists based on their income in connection
with the place should be considered by tourism planners in establishing business that can
be afforded by their target market to obtain a particular tourism product. Products are
items that vary in prices which should be affordable to low income families as well as
middle earning families.
Table 10. Weighted mean result of attributes based on estimated household income
Attribute
Less than
PHP10,000
per month
Less than
PHP30,000
per month
Above PHP50,000
per month
WM VD WM VD WM VD
Accessibility
2.77
Moderately
Satisfied
2.76
Moderately
Satisfied
2.25
Slightly
Satisfied
Accommodation
2.59
Moderately
Satisfied
1.69
Not Satisfied
3
Moderately
Satisfied
Communication
2.95
Moderately
Satisfied
3.16
Moderately
Satisfied
2.75
Moderately
Satisfied
Environment
3.19
Moderately
Satisfied
2.81
Moderately
Satisfied
3
Moderately
Satisfied
Food and
beverage
establishments
2.79
Moderately
Satisfied
2.80
Moderately
Satisfied
2.42
Slightly
Satisfied
Price
2.97
Moderately
Satisfied
2.63
Moderately
Satisfied
3
Moderately
Satisfied
Security
2.60
Moderately
Satisfied
2.59
Moderately
Satisfied
2.38
Slightly
Satisfied
Shopping
facilities
2.47
Slightly
Satisfied
2.72
Slightly
Satisfied
2.75
Moderately
Satisfied
Recreational
facilities
2.24
Slightly
Satisfied
2.08
Slightly
Satisfied
2.08
Slightly
Satisfied
Tourist personnel
3.04
Moderately
Satisfied
2.84
Moderately
Satisfied
2.25
Slightly
Satisfied
30
Table 10 shows tourists’ satisfaction in relation to their household income. It can
be implied that satisfaction can be varied as influenced by household income particularly
tourists who earn less than PHP30,000 a month. They are not satisfied on the
accommodation, which shows that there is lack of accommodation available to them and
affordability is not good. Tourists may want to find a place where they can spend their
trip for a couple of days or so. Respondents in this study came from places not in or near
San Miguel, Bulacan and the possibility of staying for a couple of days could be their
option. In terms of accommodation, it could be derived that there is a need to improve the
areas because not all visitors are from or living near San Miguel, Bulacan.
Table 11. Frequency and percentage of tourists for every area in terms of educational
attainment
Educational
Attainment
San Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves
Percentage
Frequency
Doctorate degree
or w/ unit in
doctoral
0
0
0
0
0%
Masteral degree or
w/ unit in masteral
0
0
0
0
0%
College graduate 5 8 6 2 26.25%
College
undergraduate
1
8
7
15
38.75%%
High school level 14 4 7 3 35%
Elementary level 0 0 0 0 0%
Table 11 presents the percentage and frequency of the tourists based on their
educational attainment. There is an average percentage of tourists with formal education.
Linked to the said fact, these groups of tourists possess varied expectations on the place
in relation to their educational attainment levels.
31
Results of the frequency of visitors in every area based on their educational
attainment as shown on table 11 show that tourists who are under high school
graduates/undergraduates mostly visiting the old houses of San Vicente. This is because
most of them are students having a trip as a part of their school activities which in
particular may be connected to heritage sites as areas where history can be learned.
College graduates visiting the area of Biak na Bato travel to the place in connection to
their profession where as some of them go there for journalism purposes or documenting
the area for photography. Knowing the kind of possible visitors, tourism planners can
derive ideas on what amenities should be provided.
Table 12. Weighted mean result of attributes based on educational attainment
Attribute
College Graduate College
Undergraduate High School Level
WM VD WM VD WM VD
Accessibility
3.26
Highly
Satisfied
2.87
Moderately
Satisfied
2.94
Moderately
Satisfied
Accommodation
2.64
Moderately
Satisfied
2.48
Slightly
Satisfied
1.84
Slightly
Satisfied
Communication
3.05
Moderately
Satisfied
2.8
Slightly
Satisfied
2.22
Slightly
Satisfied
Environment
3.04
Moderately
Satisfied
2.95
Moderately
Satisfied
2.82
Moderately
Satisfied
Food and
beverage
establishments
2.54 Moderately
Satisfied 2.42
Slightly
Satisfied 2.26
Slightly
Satisfied
Price
2.82
Moderately
Satisfied
2.27
Slightly
Satisfied
1.80
Slightly
Satisfied
Security
2.43
Slightly
Satisfied
2.34
Slightly
Satisfied
2
Slightly
Satisfied
Shopping
facilities
2.36
Slightly
Satisfied
2.47
Moderately
Satisfied
1.81
Slightly
Satisfied
Recreational
facilities
1.98
Slightly
Satisfied
2.17
Slightly
Satisfied
1.80
Slightly
Satisfied
Tourist personnel
2.52
Moderately
Satisfied
3.17
Moderately
Satisfied
2.07
Slightly
Satisfied
32
Table 12 shows the results of weighted mean of the attributes based on the
tourists’ educational attainment. Tourist destinations attract visitors because of their
natural beauty and characteristics. The satisfaction of tourists depending on what they are
expecting to see in a place will determine their possibility of returning back to the place.
Tourists who finished high school level who mainly visit the old houses of San Vicente
are slightly satisfied with the attributes of the area.
Developing interest in the place makes this group one of the tourists to be
prioritized. As suggested, educational and school trips should be developed in San
Miguel for its rich culture showed in their architectures. College graduate and
undergraduate tourists are satisfied with the attributes of the place. This means that
improving the area more will further attract more tourists.
Table 13. Frequency and percentage of tourists for every area in terms of travel party
Travel Party
San Vicente
Old Houses
Biak na
Bato
Banal na
Bundok
Madlum
Caves
Percentage
Frequency
Organized group 10 6 5 1 27.5%
Friends and
relatives
9
6
5
15
43.75%
Family members 1 7 9 3 25%
A couple 0 0 1 0 1.25%
Alone 0 0 0 1 1.25%
The concentration of organized groups visiting the areas was mainly on the old
houses of San Vicente because schools usually visit the place as part of their school
activities (Table 13). The frequency of tourists with friends and relatives as their travel
party mostly visit the Madlum caves because the area is ideal in having picnics at the side
of the river followed by cave explorations after. Family members have high visitation rate
33
at Banal na Bundok because the area is said to be religious and additionally, there is a zoo
which is suitable for a family. Organized groups are also one of the travel in the tourist
areas with a percentage of 27.5% they are the second type of group of tourists visiting the
areas. They visit the tourist areas to enjoy time with their colleagues and classmates.
Thus, the areas concerned should produce amenities that can be enjoyed by both parties,
which can be either sports facilities or venues where groups of friends, families or clans
of relatives can celebrate or have tour activities like camping or mountain trekking.
Results shown in figure 1 indicate that there is a repetition of visit on the tourist
attractions found in San Miguel, Bulacan. Frequency of visit to a particular place can be a
sign that there is effective tourism, making previous travelers influence other travelers to
visit the place. The level of satisfaction of the tourists who visited the place before should
be higher than the second time they will be travelling again to the place to make their
experience even more satisfying to them.
Figure 1. Result of percentage distribution in terms of repeat visit at the areas
Figure 2 shows the percentage of the number of times a tourist has been on the
place. Most tourists have gone to the areas two to four (2-4) times before, higher than the
percentage of tourists that who have been on the place 5–10 times before. This means that
the respondents have visited the areas for the second time and that the tourists this time
has learned about the place. This could lead to the conclusion that managements of the
36.25%
63.75%
0 25 50 75 100
Yes
No
Percentage
34
establishments should have a further understanding of their customers because second
time visitors may be developing interests to visit the areas more often.
Figure 2. Result of percentage distribution in terms of count of visits at the areas
Travelling with friends and relatives (43.75%) as shown in figure 3 can be
interpreted that these group of tourists find these areas as to where they can enjoy visiting
with, accompanied with their friends and relatives. They may find these areas where they
can celebrate or experience the site as an area that can give them pleasure and experience
other than what they do in everyday life.
5
2535
17.5
0%
50%
100%
More than 10
times
5-10 times 2-4 times once
Per
centa
ge
35
Percentage of the source by which tourist found information about the place is
shown on figure 3. Results indicate that majority of the tourists knew about the place
through word of mouth this implies that there is low publicity about the places. Many of
the tourists cited that word of mouth is the major means of knowing about the areas. To
make a tourist place marketable, the management should exert effort on advertising their
place for it to be marketed to potential tourists. The results manifest why tourist visits in
San Miguel, Bulacan is low despite the fact that it has attractions that can compete with
other tourist destinations offering the same amenities and facilities.
Figure 3. Result of percentage distribution based on source by which tourists learned
about the place
61.25%
15%
5% 7.5% 10%
Word of
Mouth
Printed
Materials
Television Internet Others
36
CHAPTER V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
On every category related to tourist satisfaction, the results are presented based on
verbal description used in this study. Attributes based on the tourists’ experience and
assessment on the areas can be summarized that the whole tourist experience is slightly
satisfactory for them. Satisfaction of tourists can also be affected by their demographics
in terms of sex where preference of males and females is significant. On estimated
household income, those earning less than PHP10,000 a month are satisfied with the
facilities. Those earning PHP30,000 below a month were moderately satisfied with the
facilities and amenities while tourists who earn PHP50,000 a month are also moderately
satisfied with the same attributes. Civil status is also significant because the results show
that singles, married tourists and widows have different preferences when the attributes
of a place is concerned. However, they all prefer to visit areas in line with ecotourism. On
travel behaviors, there are repetitive visitors which is an indication that the tourist areas
are gaining more tourists. Results also show that groups of friends together with their
relatives visit San Miguel, Bulacan and they have knew the places through word of
mouth.
37
Conclusions
Based upon the results, tourists have varied satisfaction levels based on each
weighted mean result and verbal description. On provision facilities and amenities,
tourists are slightly satisfied. The attributes that either meet or do not meet the needs of
the tourists should therefore be studied carefully.
Tourist demographic characteristics in terms of sex, civil status, age, educational
attainment and estimated household income affect the level of satisfaction of tourists
differently. This should therefore be studied as well. Travel behavior characteristics also
affect satisfaction because it can be considered in predicting the type of tourists. Satisfied
tourists tend to travel back to the place as indicated by their count of visit, usual travel
group and source by which they found information about the areas.
Recommendations
This study provides information on tourist satisfaction based on attributes related
to the tourist areas and gives opportunities to the beneficiaries to study the areas they
must improve to give tourists great experience.
Based on the results, tourism-related establishments with facilities and amenities
aimed for visitors should develop an in-depth understanding of what tourist from a
tourists deem satisfactory in a tourist spot.
For other researchers, distribution of additional questionnaires to a greater number
of tourists in a place is important to further assess the respondents for greater observation
and feedback about their satisfaction and expectations.
38
LITERATURE CITED
Books:
Cruz, Z. 2006. Principles of Tourism II.
Cruz, Z. 2007. Principles of Tourism I.
Websites:
Al-Ali, R., Consumer Satisfaction and Dissatisfaction in Tourism as Related to Jordan
Image Perception, Available at: www.nu.edu.sa/userfiles/maalshiek/thesis.doc.
Accessed September 7, 2011.
Budiono, O., Customer Satisfaction in Public Bus Transport - A Study Of Travelers’
Perception In Indonesia, Available at: www.diva-portal.org/smash/.../fulltext01.
Accessed September 7, 2011.
Daud, N., Abdul R., Sofiah, Mior H., Mior H. and Adam, A., Measuring the Satisfaction
Level of Tourists: Empirical Evidence from Taman Negara Visitors, Accessed
September 7, 2011.
Department of Tourism, Visitor arrivals reach all time high, Available at:
http://www.tourism.gov.ph/Pages/2010VISITORARRIVALSREACHANALLTI
ME%20HIGH.aspx. Accessed September 6, 2011.
Ellis, C. and Vogelsong, H. Ph.D., Assessing Indicators Relating To Overall Tourist
Satisfaction of Ecotourism Developments in Eastern North Carolina, Available at:
nrs.fs.fed.us/pubs/gtr/gtr.../gtr_ne302_052.pdf. Accessed September 6, 2011.
Esu, Dr. B. and Arrey, V., Tourists’ Satisfaction with Cultural Tourism Festival: a Case
Study of Calabar Carnival Festival, Nigeria, Available at:
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39
Accessed September 6, 2011.
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Satisfaction in Kamakura, Available at: www.easts.info/on-
Line/journal_06/2154.pdf. Accessed September 7, 2011.
Foster, D., Measuring Customer Satisfaction in the Tourism Industry, Available
at:http://www.google.com.ph/url?sa=t&rct=j&q=Measuring+Customer+Satisfacti
on+in+the+Tourism+Industry&source=web&cd=1&ved=0CCYQFjAA&url=http
%3A%2F%2Ftorc.linkbc.ca%2Ftorc%2Fdowns1%2FMeasuring%2520Customer
%2520Satisfaction.pdf&ei=X_9RT9amLa7ImAW_rqiECg&usg=AFQjCNFrLLq
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Huh, J., Tourist Satisfaction with Cultural / Heritage Sites: The Virginia Historic
Triangle, Available at: http://scholar.lib.vt.edu/theses/available/etd-05142002-
1171010/unrestricted/Thesis.pdf. Accessed September 6, 2011.
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Act Of 2009, Available at: www.tourism.gov.ph/.../RA%209593.pdf. Accessed
September 6, 2011.
Liu, Y. and Ko, P., Analyses of Region Preference and Tourist Satisfaction from China’s
Outbound Tourists – An Empirical Study Conducted in Taiwan, Available at:
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Accessed September 7, 2011.
Montero, J., Ph.D. and Avilés G., Ph.D, An Alternative To Test Independence Between
Expectations And Disconfirmation Versus The Positive Version Of The
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Assimilation Theory. An Application to the Case of Cultural/Heritage Tourism,
Available at: http://journals.cluteonline.com/index.php/IJMIS/article/view/844
Accessed September 7, 2011.
Naidoo, P., Munhurrun, P., and Ladsawut, J., Tourist Satisfaction With Mauritius As A
Holiday Destination, Available at:
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1633688.Accessed September
7, 2011.
Odunga, P., Choice of Attractions, Expenditure and Satisfaction of International Tourists
to Kenya, Available at: edepot.wur.nl/121685. Accessed September 7, 2011.
Snow Leopard Conservancy: Los Gatos, California; WWF-Nepal Programme
Kathmandu, Visitor Satisfaction and Opportunity Survey Manang, Nepal: Market
Opportunities for Linking Community-Based Ecotourism with Conservation of
Snow Leopard in the Annapurna Conservation Area, Available at:
http://www.snowleopardconservancy.org/pdf/Manang%20Visitor%20survey%20f
inal%20report.pdf www.snowleopardconservancy.org. Accessed September 7,
2011.
Sparks, B., Visitor Satisfaction Survey on the Gold Coast, Available at:
www.crctourism.com.au/.../2-3_visitorsurvey_ Accessed September 7, 2011.
Tezcan, B., Developing Alternative Modes of Tourism in Turkey, Available at:
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Accessed September 6, 2011.
41
APPENDICES
Appendix A. Sample survey questionnaire
Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
INSTITUTE OF MANAGEMENT Pinaod, San Ildefonso, Bulacan
Directions: Please write down your answers on the space provided or place a check inside the parenthesis
where appropriate.
Part I. Tourist’s Demographic Characteristics Name (optional):_________________________ Name of Tourist Place:________________
Date:_____________ Do you reside in San Miguel, Bulacan? Yes ( ) No ( )
Gender: ( ) Male ( ) Female Age: ( ) below 20 yrs old Estimated household income:
Civil status: ( ) 20-29 yrs old ( ) Less Php10, 000.00
( ) Single ( ) 30-39 yrs old ( ) Less Php30, 000.00
( ) Married ( ) 40-49 yrs old ( ) Above Php50, 000.00
( ) Widow ( ) 50 and above
Educational Attainment:
( ) Doctorate degree w/ unit in doctoral ( ) College under graduate
( ) Masteral degree or w/ unit in masteral ( ) High school level ( ) College graduate ( ) Elementary level
Part II. Travel Behavior Characteristics
1. Is it your first visit in this place? ( ) Yes ( ) No 4. In what types of sources did you
2. If no, how many times have you visited find information about this place?
this place before? ( ) Internet
( ) Once ( ) 2-4 times ( ) 5-10 times ( ) More than 10 ( ) T.V.
( ) Printed materials
3. Which of the following best describes your travel party? ( ) Word of mouth
( ) Others
( ) Alone ( ) A couple ( ) Family members ( ) Friends and relatives ( ) Organized groups
5. Are you a foreign tourist? ( ) Yes ( ) No
Part III. Instruction: Please read the survey questionnaire listed below by putting a check on the
appropriate column for the following.
4 – Highly Satisfied means that the tourist is 76 - 100% satisfied in the
facilities and services available in the area
3 – Moderately Satisfied means that the tourist is 51 – 75% satisfied in the
facilities and services available in the area 2 – Slightly Satisfied means that the tourist is 26 – 50% satisfied in the
facilities and services available in the area
1 – Not Satisfied means that the tourist is 0 – 25% satisfied in the
facilities and services available in the area
42
According to you, should great improvements need to be carried out to enhance your satisfaction with San Miguel, Bulacan as a tourist destination? ( ) Extremely Yes ( ) Extremely No
Attributes
4 3 2 1
Accessibility
i. ease of mobility
ii. availability of transport vehicle in the area
Accommodation
i. availability of lodging house, motels, tents and cottages
ii. affordability
Communication
i. service personnel's hospitality and approachability
Environment
i. pollution free surroundings
ii. free from noise
iii. availability of direction and caution signages
Food and Beverage Establishment
i. availability of varied choices
ii. affordability
iii. pleasantness of the establishment
Price
i. affordability
ii. discount promos
Security
i. visibility of law enforcers
ii. presence of tourist assistance center
Shopping Facilities
i. availability of stores to shop in the place
ii. availability of novelty items and souvenirs in the area
iii. available varieties to choose from
Recreational Facilities
i. availability of sports facilities
ii. availability of safety gears and gadgets
iii. availability of first aid and medical assistance during emergency
Tourist Personnels
i. availability of tour guides
43
Appendix B. Letter of request
44
Appendix C. Sample survey questionnaire with answer from respondent visiting Biak na
Bato
44-- HHiigghhllyy SSaattiissffiieedd
33-- MMooddeerraatteellyy SSaattiissffiieedd
22-- SSlliigghhttllyy SSaattiissffiieedd
11--NNoott SSaattiissffiieedd
45
46
Appendix D. Sample survey questionnaire with answer from respondent visiting Banal na
Bundok
44-- HHiigghhllyy SSaattiissffiieedd
33-- MMooddeerraatteellyy SSaattiissffiieedd
22-- SSlliigghhttllyy SSaattiissffiieedd
11--NNoott SSaattiissffiieedd
47
48
Appendix E. Sample survey questionnaire with answer from respondent visiting the
Madlum caves
44-- HHiigghhllyy SSaattiissffiieedd
33-- MMooddeerraatteellyy SSaattiissffiieedd
22-- SSlliigghhttllyy SSaattiissffiieedd
11--NNoott SSaattiissffiieedd
49
50
Appendix F. Sample survey questionnaire with answer from respondent visiting the old
houses of San Vicente
44-- HHiigghhllyy SSaattiissffiieedd
33-- MMooddeerraatteellyy SSaattiissffiieedd
22-- SSlliigghhttllyy SSaattiissffiieedd
11--NNoott SSaattiissffiieedd
44-- HHiigghhllyy SSaattiissffiieedd
33-- MMooddeerraatteellyy SSaattiissffiieedd
22-- SSlliigghhttllyy SSaattiissffiieedd
11--NNoott SSaattiissffiieedd
51
52
Appendix G. Documentation
Figure 5. Respondents from the Madlum caves while
answering survey questionnaires
Figure 4. Respondent from Biak na Bato while
answering the survey questionnaire
53
Appendix H. Curriculum vitae
Personal Background
Name : Mark John L. Abo
Age : 21 years old
Nationality : Filipino
Gender : Male
Civil Status : Single
Father : Mariano P. Abo
Mother : Marcela L. Abo
Contact Number : 09052920059
Educational Background
Tertiary : Bachelor of Science in Hospitality Management
Bulacan Agricultural State College
Barangay Pinaod, San Ildefonso, Bulacan
2008-2012
Associate in Hospitality Management
Bulacan Agricultural State College
Barangay Pinaod, San Ildefonso, Bulacan
2008-2010
Secondary : Laboratory High School
Bulacan Agricultural State College
Barangay Pinaod, San Ildefonso, Bulacan
2003-2007
Elementary : San Ildefonso North Central Elementary School
Barangay Poblacion, San Ildefonso, Bulacan
1997-2003
