PHINMA UNIVERSITY OF ILOILO

COLLEGE OF MANAGEMENT & ACCOUNTANCY

HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

LOCAL TOURISTS’ LEVEL OF SATISFACTION IN MOLO MANSION AS A

CULTURAL HERITAGE SITE

A Research Paper
Presented to the Faculty of the
College of Management and Accountancy
Hospitality and Tourism Management Program
PHINMA University of Iloilo
Iloilo City

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Hospitality Management

By

Juan Miguel Español

Shie Yean [Link]
Aljane Bergantin
Charity Faith Batallador
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

TABLE OF CONTENTS
Page
TITLE PAGE

ACKNOWLEDGEMENTS i

TABLE OF CONTENTS ii

LIST OF FIGURES iii

CHAPTER
I. INTRODUCTION 1
Background of the Study 1

State of the Problem 1

Hypothesis 2

Theoretical Framework of the Study 2

Conceptual Framework of the Study 3

Significance of the Study 3

Scope and Limitations of the Study 4

Definition of Terms 5

II REVIEW OF RELATED LITERATURE

Molo Mansion History 6
Cultural Heritage 6
Tourist Satisfaction 7
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

Satisfaction with the Destination 8

III METHODOLOGY 9

Research Design 9

Locale of the Study 9

Respondents of the Study 9

Sampling Technique 10

Research Instrument 10
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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CHAPTER I

INTRODUCTION
Background of the Study

The research will conduct to determine the satisfaction

level of the local tourists who visits Molo Mansion, which
was formerly known as the Yusay-Consing Mansion. It was
first built in the 1920s and was first occupied by Dona
Petra Lacson, who married Estanislao Yusay, Manila’s judge
of the Court of First Instance at the time. It’s definitely
open to the public. Molo Mansion is one of the best-
preserved heritage homes. It showcases everything that
reminds us of our country’s dramatic history. In fact, it
will take you back in time from the 19th century to the 20th
century.
The first floor of the house has several souvenir shops
that sell local products and delicacies, namely Kultura,
Sabor Ilonggo, and Plantopia, as well as several coffee
shops. The Molo Mansion now houses SM's Kultura Butik Store,
showcasing local artistry and craftsmanship and bringing
together specialties from all over the Philippines for a
unique shopping experience. The Kultura store is housed on
the ground floor, occupying almost all the available spaces,
while the upper floors are undergoing additional renovation
and redesign.
Cultural heritage is a reflection of knowledge, works
values, beliefs, structures, and customs from the past to
the present that gives identity to the society to which it
belongs. Heritage values maintain the continuity of the
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

knowledge and customs that societies have gathered over

time, tying the past the present and providing a firm
foundation for the proper planning of th future. Cultural
heritage strengthens emotions of solidarity and unity among
members of the society by containing all the material and
intangible characteristics of the culture and history of the
society that nourish people spiritually. (Oguz, 2013)

Statement of the Problem

This study aims to determine the Local tourist
satisfaction in Molo Mansion as a Cultural heritage site.
Specifically, the study seeks to answer the following:
1. What is the demographic characteristics of
respondents when taken as a whole group according to
sex, age, and education?

2. What is the level of satisfaction in molo mansion as

a cultural heritage site when the respondents are
taken as a whole and group according to sex, age and
education?

3. Are there significant difference in the level of

satisfaction in Molo Mansion as a cultural heritage
site when the respondents are taken as a whole and
group according to sex, age and education?
Hypothesis
With the aforementioned research questions, it is
hypothesized that there is no a significant difference in
the satisfaction level of the Local tourist in visiting Molo
Mansion as a Cultural heritage site when respondents are
grouped according to sex, age and education.
Theoretical Framework of the Study
Assimilation theory is based on Festinger’s (1957)
dissonance theory. Dissonance theory posits that consumers
make some kind of cognitive comparison between expectations
about the product and the perceived product performance.
This view of the consumer post-usage evaluation was
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
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introduced into the satisfaction literature in the form of

assimilation theory. According to Anderson (1973), consumers
seek to avoid dissonance by adjusting perceptions about a
given product to bring it more in line with expectations.
Consumers can also reduce the tension resulting from a
discrepancy between expectations so that they coincide with
perceived product performance or by raising the level of
satisfaction by minimizing the relative importance of the
disconfirmation experienced.
According to Indonesia Heritage Act, the registration
of cultural heritage uses a set of criteria representing
some values such as age, history, science, education,
culture and national identity [12]. These criteria are in
line with criteria globally promoted by intentional
conventions.
Conceptual Framework of the Study
Independent Variables Dependent Variable

Local tourist

Age Level of
Sex satisfaction

Education

Significance of the Study

The result of this may be beneficial to the following:

Owner of the Heritage site – the result of the study

will be an eye opener to the owner to provide develop a
quality service to motivate local tourist to visit and
experience the cultural heritage site, also will increase
the tourist visitor in Molo Mansion.

Local tourist – the information presented may give them

to evaluate the satisfaction level of the Molo Mansion.
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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Future researcher – This research will be a useful

reference for the researchers who would plan to make any
related study precisely the standard underlying the Bachelor
of Science in Tourism Management.

Scope and Limitations of the Study

This study aims to determine the Local Tourists’ level

of Satisfaction in Molo Mansion as a Cultural Heritage Site.
This descriptive research method will be conducted during
the second semester of 2022-2023. Descriptive research as a
type of quantitative research, though qualitative research
can also be used for descriptive purposes. The research
design should be carefully developed to ensure that the
results are valid and reliable.

The respondents of the study are the 350 local tourists

who visits Iloilo City from January-December 2019.

Who will be selected using convenient sampling

technique.

The data will be gathered using a research’s made

questionnaire which will be duly validated by a panel of
jurors and will be reliability tested. Statistical
treatments employed are frequency count, mean, rank and
percentage for descriptive data analysis for T-test
inferential data analysis using the statistical Package for
Social Science (SPSS) 22 software. Level of significance was
set at.05.

Definition of Terms

For better and deeper understanding of the terms used

in the study and in order to provide a frame of reference
for the readers, the following terms will be operationally
and conceptually defined.
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Cultural Heritage—Cultural heritage is a way to

catalog how the past ways of life flow into what they have
become today.

In this study “Cultural Heritage” is the tourist

destination which is the Molo Mansion.

Local Tourist-- A Local Tourist is someone who wants to

go beyond the traps…but knows that there are reasons those
attraction are so popular.

In the study “Local Tourist” referred to the people who

visited the cultural heritage.

Site—- A place of interest where tourist visit,

typically for its inherent or an exhibited natural or
cultural value, historical significance, natural or built
beauty, offering leisure and amusement.

In the study “Site” referred to natural or built beauty

of attraction where the people who visited the cultural
heritage site.

Tourism Satisfaction—- began building his index to

determine how to best measure tourism satisfaction, and
whether or not tourism is good for people. ( Dr. Gang Li
2012)

In this study, “Satisfaction” referred to the

understanding of local tourist satisfaction in Molo Mansion.
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

Chapter II

REVIEW OF RELATED LITERATURE

Chapter two present the literature and studies relevant

to the perception of local tourist satisfaction towards
cultural heritage. This has two major section namely: the
related literature and related research studies. First
section includes three parts: Molo Mansion, local tourist
satisfaction, cultural heritage. Second section includes
three related studies.

Related Literature

Molo Mansion history

The Molo Mansion, also known as the Yusay-Consing

Mansion, is one of the most outstanding historical homes in
the Philippines. Among its most notable features are its
high ceilings, neoclassical balustrades, and decorative
carvings. It stands across the town plaza from St. Anne
Parish Church in the Molo district.

The Mansion was constructed in the 1920s and was first

occupied by Dona Petra Lacson, who married Estanislao Yusay,
Manila’s judge of the Court of First Instant at the time.
they eventually welcomed ten children together.

Cultural Heritage

Cultural Heritage In the Philippines, Republic Act No.

10066 (R.A 10066) also known as the National Cultural
Heritage Act of 2009, establishes the parameters for
cultural heritage based on UNESCO instruments. The
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COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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legislation defines cultural heritage as the totality of

cultural property preserved and developed over time and
passed down to future generations (Art II, Section 3). Thus,
a cultural property includes all products of human
creativity that reveal a people’s or nation’s identity.

It also includes traditions or living expressions that are

often shared, learned, symbolic, adaptive and integrated,
inherited from ancestors and passed down to the next
generation (Balco, 2011; Radzuan and Ahmad, 2015; UNESCO,
2011).

The World Heritage Convention classified heritage under

two categories: first is cultural heritage which includes
monuments, group of buildings or site of historical,
aesthetic, archaeological, scientific, ethnological, and
anthropological value; and second is natural heritage which
includes outstanding physical, biological and geographical
features of different kinds of plants and animal species and
areas which significant scientific or aesthetic value deemed
for conservation (UNESCO, 1972). Radzuan and Ahmad (2015)
perceived cultural heritage in its boarder sense as movable
and immovable assets of artistic, literary, architectural,
historical, archaeological, ethnological, scientific or
technological values that embody the essence of a nation.
Alternatively, cultural heritage has been considered as a
fundamental aspects underpinning a country’s national
identity and sovereignity. Thus, it can serve as a bridge
between different generations with their ancestors providing
a source of social attachment and sense of belongingness
(Ghafar Ahmad, 2006; Henderson, 2012; Chohan and Wai ki;
2005).
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Tourist Satisfaction

Tourist satisfaction Tribe and Snaith (1998) defined

tourists’ satisfaction with a destination as the degree to
which a tourist’s assessment of the attributes of that
destination exceeds his or her expectations for those
attributes. Woodside, Frey and Daly (1989) have reviewed a
definition of satisfaction. It is generally recognised as a
post- purchase construct that is related to how much a
consumer likes or dislikes a service or product after
experiencing it. Mountiho (1987) included some notedin terms
of travel that this post-purchase construct is primarily a
function of pre-travel expectations and travel experiences.
In some way of definition, Pizam, Neumann and Reichel (1978)
have defined tourist satisfaction as the results of the
comparison between “a tourist’s experience at the
destination visited and the expectations about the
destination”. Although the definition is slightly different,
but the attractiveness of a destination reflects the
feelings beliefs and opinions that an individual has about
the destination’s perceived ability to satisfy the special
vacation needs of that person (Hu and Richie, 1993).
Moreover, Swan and Combs (1976) also claimed satisfaction as
a post-purchase attitude.

Westbrook (1980) introduced the notion that customer

satisfaction involves cognitive and affective aspects in
pre-purchase, purchase, and post-purchase phases of buying
goods and/or receiving services. While many other
conceptualizations exist, there is agreement that
satisfaction is judgement a customer makes following a
service encounter in which goods and/or services are
exchanged (Yi, 1990).
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COLLEGE OF MANAGEMENT & ACCOUNTANCY
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Chapter III

METHODOLOGY

This section presents the (1) research design, (2)

locale of the study, (3) respondents of the study, (4)
sample size, (5) sampling techniques, (6) research
instrument, (7) data gathering procedure, (8) reliability
and validity of the research instrument and (9) data
analysis procedure.

Research Design

Acoording to Jahoda, Deutch & Cook “A research design

is the arrangement of conditions for the collection and
analysis of data in manner that aims to combine relevance to
the research purpose with economy and procedure”. Research
design is the plan, structure and strategy and investigation
concaved so as to obtain search question and control
variance” (Borwankar, 1995). Henry Manheim says that
research design not only anticipates and specifies the
seemingly countless decisions connected with carrying out
data collection, processing and analysis but it presents a
logical basis for these decisions (Selltiz, 1962)

Locale of the study

This study will be conducted at the 350 local tourist

near Molo Mansion, Locsin St. in Molo, Iloilo City.

Respondents of the study

The respondents of the study are the 350 local tourist

who visited the heritage site in Molo Mansion for the year
2019.
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HOSPITALITY AND TOURISM MANAGEMENT
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Sampling Technique

Convenient sampling is defined as method adopted by

researchers where they collect market research data from a
conveniently available pool of respondents. It is the most
commonly used sampling technique as it’s incredibly prompt,
uncomplicated, and economical.

Research Instrument

The study will use a researcher-constructed

questionnaire to gather data for the local tourist
satisfaction level in Molo Mansion.

The questionnaire is made up of two parts: the first

part will gather personal data of the respondents needed for
classification of variables. The second part of the
instrument consist of 20 indicators of satisfaction level of
local tourist.

The items of the instrument in satisfaction level are

answerable with “strongly satisfied”, “satisfied”, and “not
satisfied”.

The instrument will undergo the process of validation.

The draft with the validation letter will be submitted to a
panel of three jurors considered for their expertise.

The final form was pilot tested among the 350 local
tourists in Molo, Iloilo City.
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City

CHAPTER IV

SUMMARY, CONCLUSIONS, AND RECOMENDATIONS

In conclusion, the local tourist who visits the Molo Mansion

has been “satisfied” accoding to this research. According to
the result it is because of its natural culture heritage and
the great significance that brought the Molo Mansion over
the pass years. Therefore, the historical worth of the
heritage and culture require reservation and conservation in
their usual form. The reason for the maintenance is because
tourists come from far and wide to learn the historical
attributes, value, culture as well as ethical norms. It
allows them to identify with others of similar mindsets and
background. Can provide an automatic sense of unity and
belonging within a group and allows us to be better
understand previous generations and the history of where we
come from.

The Recommendation affirms culture’s transformative role in

sustainable development and calls for the full recognition
and integration of culture into relevant policies. It
identifies the assets and skills of cultural stakeholders
that should be mobilized to help address current challenges.

The Recommendation also calls for a new understanding of

culture – and hence policies – as a strategic element and
proposes various policy objectives and measures aimed at
fostering a local approach (to engage with people and
communities) as well as a global approach (to encourage
international collaboration) in order to generate a
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collective ambition and international cooperation based on

empathy and solidarity.