Chapter I

INTRODUCTION

Background of the Study

Tourist satisfaction is one of the most widely studied factors in literature

on tourism and hospitality. In other words, satisfaction will be an explicit
antecedent to tourist loyalty to a place. Overall, satisfaction can be the result
of the connection among various qualities of the tourist destination, coupled
with positive perceptions by the tourist.

Tourism has become a tremendously essential phenomenon in the

contemporary world, it is a source of activities that generate income,
employment and economic growth. One of the aims of a municipal office is to
promote tourism to the world. In this contemporary world, travelers made a
choice which is the top destination. The top destination is considered the top
priority to be visited by tourist.

Customer focus is vital in the organization’s quest for competitiveness

and meeting customers’ expectations and satisfaction is indispensable in
achieving market advantage. Among other things, the satisfaction of tourists
and the intention to visit them are considered vital to ensure the success of
every destination (Seetanah et al., 2020). Achieving tourist satisfaction in this
regard could contribute to a prosperous tourism industry. In fact, given the
main role of satisfaction in a tourist destination, it has been repeatedly argued
that, on the one hand, the feeling of satisfaction encountered by the tourist in
a destination would be a powerful precedent for recommending or returning to
a destination (Soleimani & Einolahzadeh, 2018).

Pangasinan is known for its breathtaking and captivating that are

praised by tourists from all over the world. Deep blue sea water, clean white-
sand beaches, diverse aquatic life, a mesmerizing view of the sunset, world-
class resorts and a lot more. Patar Beach is one of the many natural wonders

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that Pangasinan has to offer. This white sand beach situated on the North
Western part of Lingayen Gulf in Pangasinan gives a scenic and picturesque
view of the golden fine sand complementing the blue sky and turquoise water.
It is one of the famous public beaches in the area having its southernmost
portions as a public beach while the remaining areas are owned by private
resorts. Its location faces the West Philippine Sea which offers the best view
of the sunset in the area. The beach is also categorized by powerful waves
and beautiful rock formations beautifully placed by nature on the further down
south along the coast. Patar Beach is considered by the locals as a natural
treasure of the North, especially for nature seekers and beach lovers. The
beach is an ideal holiday destination for tourists looking for a serene place to
escape the hustle and bustle of the city.

Locals and tourists gather in this pristine beach to swim in its clear blue
water or sunbathe under the sun. Patar Beach is an excellent place for
swimming though there is not a lot of underwater marine life in the shore.
Visitors tend to explore father down south stretch of the beach for a place to
snorkel. Magnificent sunset viewing is also famous in this area because of its
location facing the West Philippine Sea. Guests set their tents and grill their
foods as they wait for the sunset.

Just around the corner stands the Cape Bolinao Lighthouse on top of
the hill. This significant landmark is the second tallest of five lighthouses in the
country at a height of about 351 feet (about 107 m) above sea level, including
the elevation of the hill where it was made. This cultural site is considered as
one of the oldest lighthouses in the country. Built in 1905 by a joint effort of
the Filipino, British and American engineers, the Cape Bolinao Lighthouse
was made to prevent sea accidents in the West Philippine Sea by guiding
cruising vessels en route to Hong Kong, Japan, and the United of States of
America for several decades. Now the relic serves as a tourist attraction for
everyone visiting Bolinao, Pangasinan.

2
Objectives

This study aims to achieve the following objectives, specifically;

1. To determine the level of satisfaction of tourists in Patar beach.

2. To recommend strategies for tourism development action plans in

order to provide better services for future tourists.

3. To identify problems encountered and suggest possible solutions for

the satisfaction of tourist.

Statement of the Problem

This research study focused on the level of satisfaction of tourist

visiting Patar Beach in Bolinao. To obtain all the necessary knowledge, data,
and information, this study answers the following.

1. What is the demographic profile of respondents in terms of the following:

a. Age

b. Gender

c. Monthly Income

d. Social Status

2. What is the level of satisfaction of tourists in Patar Beach in terms of?

a. Accessibility

b. Attraction

c. Amenities

d. Accommodation

e. Ancillary Services

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3. What is the level of satisfaction of the customers on services when
grouped according to profile variables?

Significance of the Study

This study was viewed to be valuable to various sectors of society due

to following reasons:

Owner. This study will surely contribute to the knowledge and idea on
the status on how facilities are doing and its effect on the customers.

Customers. This will definitely give the customer the chance to share
their thoughts as to how they think of the facilities offered to them.

Researcher. This study will help in determining the current situation of

the customer with regard to the facilities offered by Patar Beach Resort. This
will also enhance the mind in exploring deep thoughts as researcher.

Future Researcher. This study will serve as a guide for them in

making studies in the same line. Moreover, this study will also give them
additional inputs about the resorts and the customer.

Scope and Delimitation

This study focused on determining the level of satisfaction of the

customers on resort services of Patar Beach Resort such as accessibility,
attraction, amenities, accommodation and ancillary services.

Survey questionnaire was utilized in collecting primary data from the

responses of 100 customers during summer time of 2022.

4
Definition of Terms
In order to provide as adequate channel of communication between
the researcher and the readers, the following terms were defined conceptually
and operationally:

Customer Satisfaction. Conceptually, it refers to the level of one’s

feeling after comparing products performance that’s gets along with
expectations.

Operationally, it refers to the satisfaction of customers on the facilities.

Income. Conceptually, it refers to the primary income and receipts

from other sources received by all family members during the reference
period as participants in any economic activity or as recipients of transfers,
pensions & grants, among others.

Operationally, it refers to the income of the customer.

Operationally, it is the facility where availability and sufficiency of

books, references and adequacy of basic collections and non-print materials
can be found.

Physical Facilities. Conceptually, it refers to the physical plant and

facilities which includes buildings and other physical infrastructures,
equipment and services that complement

Operationally, it refers to the facility area for customers.

Satisfaction. Conceptually, person's feeling of pleasure or

disappointment, which resulted from comparing a product's perceived
performance or outcome against his/her expectations (Kotler, 2018).

Operationally, it refers to the fulfillment customers in the use of

facilities.

Sex. Conceptually, it refers to the biological traits that society

associates with being male or female (Dr. Zuleyka Zevallos, 2017).

5
Operationally, it refers to the male and female customers of Patar
Beach Resort.

Chapter II

RELATED REVIEW LITERATURE AND STUDIES

Foreign Related Literature

Tourist Expectation

It's crucial to determine whether or not potential customers'

expectations will be met before beginning a tourism experience. Actually, the
performance satisfies these requirements. The provision of this information is
essential given the current circumstances. Poor performance in the tourism
industry is frequently brought on by inability to deliver required quality.
Tourism, seen from the perspective of the traveler, is a response to felt needs
and taught values within a range of chronological, geographic, social, and
economic constraints. Whenever triggered and applied in a situation involving
a holiday, the developed motivation acts as a crucial predictor of how
expectations are formed once wants and perhaps values have been
established. Expectations, experiences, and performance perceptions of
goods and services are all interconnected. Therefore, motivation has an
impact on how contentment grows.

Tourist Satisfaction

One of the most widely studied factors in the literature on tourism and
hospitality is tourist satisfaction. Specialized literature from this point of view
reveals the importance of tourist satisfaction when choosing a traveling
destination. According to this, the profitable tourism industry is possible
through achieving tourists’ satisfaction (Mutanga et al., 2017). Nevertheless,
when considering the prominent role of pleasure in a visitor’s destination, it
has been claimed that the feeling of satisfaction felt by the visitor in a

6
destination would be important for endorsing the venue or revisiting the
position (Albayrak, & Caber, 2018).

In other terms, the commitment of the visitor to a location would be

accompanied by satisfactions. Through this angle, the results revealed that
such allegiance, in essence, maybe emotional, conative, or affective (Prakash
et al., 2019). It has been shown that various kinds of variables will establish
the optimum degree of satisfaction; in a way, they are mainly connected to the
visitor and, on the other side, to the destination’s climate. In the literature on
tourism, it was stated that satisfactions might be the product of the importance
that the tourist perceives in the area. It will certainly be done as a perception
of the picture of the destination, a product of affective, emotional pleasure, or
a perception of the nature of the facilities offered on the spot (Albayrak, &
Caber, 2018). Tourist satisfaction is one of the most commonly researched
variables in tourism and hospitality literature. Specialized literature shows,
from this viewpoint, the main role of tourist satisfaction at the time of choosing
a tourist destination (Reza Jalilvand et al., 2018).

Local Related Literature

Specialized literature has revealed that satisfaction is a subjective

opinion based on the assessment by the tourist after living different
experiences in a place. In this regard, tourist satisfaction with a destination is
essentially what the tourist expects. In other words, it is the fulfillment of an
expectation in which can be expressed as an affective state a cognitive state
(Del Bosque, 2018) or a combination of both after living experiences in the
place (De Rojas, 2018).

Tourist Satisfaction and Expectation

Satisfaction of tourists is one of the most important factors that

guarantee future profit growth. Nowadays, many organizations have
considered tourist satisfaction as an important criterion for measuring the
quality of their work. The tourist’s satisfaction is achieved by designing

7
appropriate processes such that services provided meet the expectations of
the tourists.

Studying of tourism literatures shows that the satisfaction of tourists from a

destination or place is an important factor in selecting a destination which
means that if the tourists are satisfied with their journey to a destination, they
are expected to return or to offer the destination to others. Tourist satisfaction
has become a substantial subject for most service industries. Considering that
the tourists travel to different areas to achieve mental relaxation, the shortage
in quantity or quality of provided services reduces the number of tourists and
prevents the realization of sustainable tourism. Given the importance and
increasing contribution of this sector in the modern economy, planning to
strengthen the infrastructure of tourism and improving the quality-of-services
and facilities for tourists are necessary more than ever. Each of the group’s
views tourism from their unique perspective (Albayrak & Caber, 2018). Tourist
satisfaction is also a revered to subject of marketing studies. There is no
question that satisfaction plays a crucial position in the preparation of goods
and services for marketable tourism (Yousaf et al, 2018). It also influences the
destination expectations, the buying of products and services, and the tourists'
plan to stay. Although there have been numbers of research done to
determine consumer behavior and tourist satisfaction, there is a small plurality
on it. The satisfaction of the tourists is measured by comparing the anticipated
impression of quality and the actual output encountered by the tourists (Yun &
Pyo, 2017). It is stated that the satisfaction of tourists is measured by
comparing the predicted impression of quality and the actual quality that the
tourists encounter. Besides, the satisfaction of tourists is the product of
contrast of tourist perceptions and encounters where an encounter meets or is
equivalent to the perceptions of tourists (Chand et al., 2018). However,
satisfaction is known as being mainly affected by the standard of service.
Loyalty would, therefore, be increased if the efficiency of the service is
enhanced. Nonetheless, recent research has reported that there are big
variables that make one of them affect satisfaction and standard of service.
Measuring tourist satisfaction in a specific destination is not solely determined
by the level of service offered by several different service providers (Khuong &
8
Quyen, 2017). There are numerous activities and experiences which are not
connected to specific organizations.

Many significant factors are significant and have huge impacts on tourist
satisfaction, including the natural environment, social climate, green
management, lodging, size, accessibility, leisure activities, and perceived
interest of tourists (Viet, 2019).

Foreign Related Studies

In recent years, many researchers said that in the field of tourism

continue also examine the effect of the perceived importance of visitors on
different aspects of tourist’s behaviors. The personal interest of visitors has
been empirically observed and has been of considerable significance in the
tourism industry. It studied the relationship between perceived value and
satisfaction, and the results showed that perceived value is both a source and
a primary determinant of tourists’ satisfaction (Kanwal et al. 2020).

Attraction and Accessibility

According to (Stainton, 2021) mentions that tourist attraction is an

integral part of the structure of the tourism industry. People travel far and wide
to visit certain tourist spots. Visiting these attractions could be the reason for
their trip, or it could be a by-product of their trip. Tourist attraction is a tourist
place that is usually visited by tourists. A tourist attraction will usually have
value for tourists in terms of history, cultural value, politics, natural or artificial
beauty, entertainment and pleasure. The most important characteristic of a
tourist attraction is that it is “consumed” at a destination such as a beach
destination, concert, nature reserve or special sporting event. Tourism
consists of several mandatory components, such as overnight stay (minimum
one night) and mobility. Being a tourist involves traveling voluntarily to places
that are not your home environment. The supply of information is also an
indispensable part of tourism for exactly the same reasons a tourist travels to
a part of the world he is largely or completely unfamiliar with. The traveler
should be well informed.
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According to (Gupta et al., 2021) Six factors related to destination
choice in the new normal were found, namely health and hygiene, safety and
security, accessibility and connectivity, destination information, perception of
travel risk, and value for money. These findings will help various tourism
stakeholders’ in

India to develop their policies and attract more domestic and foreign tourists.
2.5 Satisfaction (Li & EHL Insight, 2019) Dr. Gang Li began building his index
to determine how best to measure tourism satisfaction, and whether tourism is
good for people or not. So, if tourists are looking for happiness, then their
happiness is not just the amount of money they spend, or the places they visit
and should be a measure to shape the future of tourism. Measuring tourism
satisfaction is important for several reasons: (1) satisfied tourists stay longer,
shop more and come back again, (2) tourists promote providers on social
media and online rankings, thereby contributing to the competitiveness of
businesses and destinations, (3) tourists bring friends and family on their next
visit, (4) satisfaction with vacation time affects their overall quality of life. To
properly measure tourism satisfaction, some of those key elements are: (1)
expectation versus reality: subjects should be asked what tourists expect and
how those expectations are met or not, (2) satisfaction must be measured for
each part of the experience: transportation, immigration, feature experience,
accommodation, food and beverage, (3) data must include personal factors
such as age and gender.

According to (Nobsuwan & Jansri, 2021) shows that the travel environment,
accessibility, infrastructure, and heritage attractions have an effect on tourist
satisfaction and tourist satisfaction has a positive effect on tourist loyalty to
the continuity of tourist visits.

Local Related Studies

Accommodation, Accessibility and Amenities

The traditional approach to accessibility Is to reduce travel time to

work clusters for commuting. Shortening travel times to work will increase the
10
number of jobs accessible with time-satisfying commuting, and increase the
current level of travel satisfaction. This could be done by creating more jobs

closer to commuters’ homes or increasing the service frequency, speed and

regularity of the transport system. Providing clean and comfortable amenities,
frequent service, screen customer information, and affordable fares are
particular examples of public transportation that can increase satisfaction, or
reduce perceived travel time, without necessarily reducing travel time.

Many citizens would like the criteria to allow them to enjoy safe area
advantages (Oviedo-García et al., 2019). While people profit from these
factors, certain people want to be interested in decisions relating to their
establishment and management. They do want to be allowed to share their
opinions on the region management. Efficient management and sustainable
tourism can come about if protected area managers include stakeholders in
the tourism facilities management phase at the earliest possible stage.
Tourism management in beaches and protected areas are mainly influenced
by main tourism infrastructures in the areas: a) accommodation, b)
accessibility, and c) amenities.

Theoretical Framework

Expectation theory (also commonly known as Expectancy-

Disconfirmation Theory) is the most widely accepted theory concerning
customer satisfaction processes. The theory holds that
satisfaction/dissatisfaction results from a customer’s comparison of
performance (of a product or service) with predetermined standards of
performance. According to the view, the predetermined standards are the
customer’s predictive expectations. Three possible outcomes of the
comparison are possible. Positive disconfirmation occurs when performance
is perceived to be better than the predetermined expectations. In this
scenario, customer is delighted. Zero disconfirmation occurs when
performance is perceived to be exactly equal to expectations-customers are

11
likely to be satisfied. Finally, negative disconfirmation occurs when
performance is lower than expectations. Of course, negative disconfirmation
leads to dissatisfied or unhappy customers. The need to achieve positive
disconfirmation has been popularized.

From this perspective, it is a positive assessment by the tourist of the

benefits obtained in the place, or a sum of judgments regarding the quality
perceived by the tourist (Park, 2018).

In this study, the contentment, expectation or dissatisfaction of the

customers of Patar Beach Resort may be affected by how they assess the
services provided to them.

In Service Quality model actor assume that customer come into a

service counter with a prior expectation, this expectation then matched with
the actual service experience to determine the service quality of the
organization. As to Product Quality wherein the ability of a product or service
to consistently meet or exceed customer requirements or expectation and
Price which includes value, benefit and cost, and that customer received
value when the benefit from a product or service is more than the cost of
buying it.

This factors really matters the most when it comes to customer

satisfaction. This will help the owners to improve their services based on the
preference of the customers. It enables the owners or industry players to
reposition and improve their business to meet the customer needs.

This study focused on the level of satisfaction customer’s services of

Patar Beach Resort.

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Conceptual Framework

The capacity of the resort to project a positive image towards its

customer’s and build a strong market reputation is dependent on how services
are offered. Services are vital element for the operation to achieve high
customer satisfaction.

Patar Beach Resort, a private resort calls to provide a better service to

its customers. The resort is expected to achieve the level customer’s
satisfaction on educational services. In line with this, quality, availability and
accessibility of the services are considered as an important factor in achieving
the level of satisfaction. The present study will determine if the level of
satisfaction of the services of Patar Beach can be influenced by customer’s
profile and areas of services such as accessibility, attraction, amenities,
accommodation and ancillary services.

To provide a vivid presentation of the direction of the study, the

schematic diagram illustrating the conceptual framework of the study is
hereby presented.

PROFILE OF TOURISTS: LEVEL OF SATISFACTION OF

STAKEHOLDERS ON
EDUCATIONAL SERVICES

Age

Accessibility

Sex
Attraction

Monthly Income Amenities

Accommodation
Social Status
Ancillary services

13
Figure 1. Schematic Diagram Illustrating the Conceptual Framework of the Study

SYNTHESIS

According to several research, Ebrahimpour and Haghkhah (2017),

indicated that dimensions like accessibility of accommodation, venue and their
components directly contribute in tourist satisfaction, tourism industries
development in a region intended by tourists return.

A previous academic research helps to understand the existing

knowledge in a particular area (Hart, 2018) and support further research by
critically summarizing the knowledge already produced and identifying
knowledge gaps (Hart, 2018). The visitors interact with a number of service
providers and the interaction process and service delivery reflects the key
attributes such as value, quality and satisfaction in the tourism consumption
process. Customer satisfaction of service quality has a mediating role
between customer experience and customer loyalty (Hsieh et al., 2017; Lemy
et al., 2019; Priporas et al., 2017).

After thorough reading and investigation on the related literature we

find it significantly applicable in our study.

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CHAPTER III

METHODOLOGY

Research Design
The focus of this investigation was to determine the level of satisfaction
of the customer’s services of Patar Beach Resorts evaluated by the
customers for year 2023. Accordingly, this investigation used the descriptive
type of research utilizing quantitative and qualitative approaches. A
descriptive research deals with the present condition. The purpose is to find
new facts and truth. The truth may have different forms such as increased
amount of knowledge a new overview or a new “law” an increase insight into
factors which are operating, unearthing of a new cause relationship, a more
precise formation of the problem presented.

Respondents of the Study

The respondents of this study 153 tourists of Patar Beach. Focus
Group Discussion was conducted to the tourists of Patar Beach Resorts to
determine the factors affecting decision to accessibility, attraction, amenities,
accommodation and ancillary services; walk-in customers to gather data on
the factors affecting decision on what they offered.

Research Instrument
Qualitative methodology was employed in this study. Qualitative
research involves collecting and analyzing non-numerical data to understand
concepts, opinions or experiences. This qualitative research where the
researchers focused on the level of satisfaction of tourist on visiting Patar
Beach. Survey with questionnaire and interview will be conducted among
tourist in this study. The researchers used an adapted questionnaire based
15
from the study research study of Guinto, Basit, Lorenzo, Pilobello, & Soriano
(2016) entitled “Guest Satisfaction and Guest Loyalty of Selected Hotels in
Batangas” to gather data that will be used in the study. The first part of the
questionnaire deals with the Demographic profile of the respondents in terms
of age, gender, monthly income and social status. Major interview includes: 1)
What is the level of satisfaction of tourists in Patar Beach in terms of
accessibility, attraction, amenities, accommodation and ancillary services. 2)
to determine the level of satisfaction on services as a whole when grouped
according to age, sex, monthly income and social status the mean was
utilized.

At the end of each item number codes from one to five were indicated
for the respondents to choose the best represents their personal feeling, belief
or circumstances on the issue raised. The number codes and verbal
interpretations are reflected as follows:

Number Codes Verbal Interpretation

5 Very Satisfied (VHS)

4 Satisfied (VS)

3 Neither nor Satisfied (NS)

2 Dissatisfied (D)

1 Very Dissatisfied (VD)

The mean scores were interpreted using the following guide:

Mean Score Range Interpretation

4.21 – 5.00 Very High

3.41 – 4.20 High

2.61 – 3.40 Fair

1.81 – 2.60 Low

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1.00 – 1.80 Very Low

The mean range was used to determine the level of satisfaction on the
services such as accessibility, attraction, amenities, accommodation and
ancillary services of Patar Beach Resort.

Very satisfied means, tourist is extremely overwhelmed and fulfilled.

Satisfied means tourist expectations are accomplished and they are
contented. Neither nor satisfied means, tourists are still hesitant, uncertain
and unconvinced. The dissatisfied and very dissatisfied means, tourists are
exceptionally displeased, discontented and unhappy with the facilities
provided by Patar Beach.

Validity of the Data-Gathering Instruments

Validity is the degree to which a test measure what it is supposed to
measure. The instrument used in the study underwent face and content
validation by three (3) validators who are expert in their specific fields relevant
to the phenomena under study. These validators were composed of the three
(3) jurors: research adviser, statistician and field expertise: Municipal Tourism
Officer of Bolinao. Good and Scale Validation Instrument was utilized for the
validity test and resulted to 4.01 interpreted as very satisfactory.

Data-Gathering Procedures
The respondents were grouped as to profile of the customers and area
of services to determine the level of satisfaction of tourist on accessibility,
attraction, amenities, accommodation and ancillary services of Patar Beach
Resort. Answers on the survey questionnaire were gathered, tallied and
tabulated taking into consideration the figure allocated to the qualitative
scales.

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Statistical Treatment of Data

Statistical treatment can be either descriptive statistics, which

describes the relationship between variables in a population, or inferential
statistics, which tests a hypothesis by making inferences from the collected
data. Standard deviation is a method of statistical analysis that measures the
spread of data around the mean.

Formula:

σ2 = Σ (x − μ)2/n

Where:

The symbol for standard deviation is σ

Σ stands for the sum of the data

x stands for the value of the dataset

μ stands for the mean of the data

σ2 stands for the variance

n stands for the number of data points in the population

For problem 1, to determine the level of satisfaction customers on services in

terms of age, sex, monthly income and social status, the frequency and
percentage were used.

For problem 2, to determine the level of satisfaction of the customers on

services in terms of the following areas accessibility, attraction, amenities,
accommodation and ancillary services. the mean was applied.

18
For problem 3, to determine the level of satisfaction on services as a whole
when grouped according to age, sex, monthly income and social status the
mean was utilized.

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

The presentation, analysis, and interpretation of data are the topics

covered in this chapter. It shows the study’s conclusion by handling both
descriptive and inferential data with statistical techniques.

Profile of the Respondent

The data in Table 1 describe the profile of the tourist respondents in

terms of sex, social status, age and monthly income. Majority of the tourist
visiting Patar Beach in Bolinao was female with total of 106 or 69.3 percent
while 47 or 30.7 percent were males. The data further indicate that 99 or 64.7
percent were students. 35 or 22.9 percent were employed and 19 or 12.4
percent for unemployed for respondents’ social status It was also indicated
that 61or 39.9 percent have a 10,000 below monthly income, while 36 or 23.5
for 10,000-20,000, 30 or 19.6 percent, 26 or 17.00 for 21,00-30,00. Out of 153
tourists’ respondents, 47 or 30.7 percent were 18-20 years old, 44 or 28.8
percent 21-23 years old while 30 or 19.60 percent 24-26 years old and 32 or
20.9 percent were 27 years old above and lastly 31,000 and above monthly
income is 26.00 or 17.0 percent. The data denote that majority of the tourist of
Patar Beach in Bolinao got monthly income below average. Based on
Philippine Statistics Authority (2018), the average Filipino monthly income is
estimate at P22,000 per month.

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Table 1. Demographic Profile

Variables Frequency Percentage

SEX

Female 106 69.3

Male 47 30.7

Total 153 100.0

SOCIAL STATUS

Student 99 64.7

Employed 35 22.9

Unemployed 19 12.4

Total 153 100.0

AGE

18 - 20 y/o 47 30.7

21 - 23 y/o 44 28.8

24 - 26 y/o 30 19.6

27 above 32 20.9

Total 153 100.0

MONTHLY INCOME

10,000 below 61 39.9

10,000-20,000 36 23.5

21,000-30,000 30 19.6

31,000 and above 26 17.0

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Total 153 100.0

Level of Satisfaction According to Indicators

As reflected in Table 2, the data on the level of satisfaction of

stakeholders on tourist in visiting Patar as to different areas revealed that
tourists were very highly satisfied with the attraction (mean: 4.56), amenities
(Mean:4.31), accommodation (Mean: 4.30), accessibility (Mean: 4.26), and
ancillary services (Mean: 4.166). Among the mean results, the highest
satisfaction was expressed in attraction while the least was in ancillary
services.
The findings illustrated that tourists’ high level of satisfaction attraction
was most likely contributed by the quality of the attraction offered by the
resort.
In the area of amenities that the tourist was very highly satisfied with
the provided amenities of the resorts. Satisfactions was achieved by the
tourists by Patar resort.
On the other hand, the high level of satisfaction on accessibility was
very high. Accessibility for all tourism facilities, products, and services should
be a major aspect of any ethical and sustainable tourism policy, according to
the World Health Organization WHO, which estimates that 15% of the world's
population lives with some sort of disability. The concept of accessibility goes
beyond human rights. It presents a chance for businesses to attract more
visitors and increase their revenue.
As to the ancillary services is high that means all the extras that tourist
need when going on the resort is satisfactory.

Table 2. Level of Satisfaction According to Indicators

Variables Mean Standard Interpretation

Deviation

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Accessibility 4.2680 .53517 Very High

Attraction 4.5634 .49013 Very High

Amenities 4.3163 .53539 Very High

Accommodations 4.3046 .48994 Very High

Ancillary Services 4.1660 .59240 High

As A Whole 4.3237 .45402 Very High

Level of Satisfaction on Accessibility when grouped according to Identified

variables

The data in Table 3 describes that in general, the level of satisfaction

of tourist on Accessibility was very high (Mean: 4.26). When respondents
were grouped according to sex, both male and female tourist conveyed very
high satisfaction with mean scores of 4.26 and 4.28 respectively. The mean
results disclosed that male tourist have higher satisfaction than females. The
findings are contrary to the research study of Ham and Hayduk (2003) that
males seem to be more satisfied than females on service quality (cited in
Olufunke, 2015).

Tourist in three social statuses, the unemployed tourist has very high
satisfaction with a mean score of 4.29 followed by employed tourist with a
mean of 4.29 while students had a mean score of 4.24

In addition, the data present that tourists whose ages range from 18-20
years old with a mean score of 4.36, 21-23 old with a mean score of 4.25, and
24-26 years old with a mean score of 4.22 are all interpreted as very high
satisfaction. The results were probably influenced by the knowledge and
exposure of the tourist on the accessibility offered by the resort.

The data further indicate that when tourist were grouped according to
monthly income, it obtained results of: less than 10,000 (Mean:4.30), 10,00-
20,000 (Mean: 4.18) interpreted as high 21,000-30,000 (Mean: 4.32), 20001-
30000 (Mean: 3.90), 30001-40000 (Mean: 3.99) and more than 31,000 and

22
above (Mean: 4.22) and all interpreted as very high satisfaction. The results
suggest that tourists with the highest monthly income were more likely to have
the very high level of satisfaction while tourist with income ranging from
10,000-20,000 have only higher satisfaction. The findings may be affected by
the degree of exposure of tourist to various facilities who are accessible.

Table 3. Level of Satisfaction on Accessibility when grouped according

to Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.2623 .51961 Very High

Male 4.2809 .57432 Very High

SOCIAL STATUS

Student 4.2465 .52515 Very High

Employed 4.2971 .54313 Very High

Unemployed 4.3263 .59334 Very High

AGE

18 - 20 y/o 4.3660 .49575 Very High

21 - 23 y/o 4.2545 .55967 Very High

24 - 26 y/o 4.2200 .51555 Very High

27 above 4.1875 .57684 High

23
MONTHLY INCOME

10,000 below 4.3082 .51065 Very High

10,000-20,000 4.1889 .48508 High

21,000-30,000 4.3200 .64455 Very High

31,000 and above 4.2231 .53465 Very High

Level of Satisfaction on Attraction when grouped according to Identified

variables

The data in Table 4 reveals that on the level of satisfaction of the

tourist on attraction when classified according to sex, both male and female
were very highly satisfied (Mean: 4.56, 4.54 respectively) with the resort
attraction. Female students had slightly higher appreciation of the attraction
than a male tourist.

When grouped according social status, employed gained the highest

mean of 4.6 interpreted as very high while unemployed and students got
mean scores of 4.58 and 4.54 respectively and interpreted as very high. This
implies that unemployed tourists in visiting Patar most likely considered the
resort a very high-satisfaction on attraction.

Tourists monthly income of 10,000 yielded very high satisfaction in

attraction with a mean of 4.59. For income 10,000-20,000 (Mean: 4.55),
21,000-30,000 (Mean: 4.52), 31,000 and above (Mean: 4.54), It denotes that
monthly income was not essentially affecting the satisfaction of the tourist on
attraction.

24
Table 4. Level of Satisfaction on Attraction when grouped according to
Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.5698 .51254 Very High

Male 4.5489 .44029 Very High

SOCIAL STATUS

Student 4.5455 .49719 Very High

Employed 4.6000 .50875 Very High

Unemployed 4.5895 .43448 Very High

AGE

18 - 20 y/o 4.5702 .50040 Very High

21 - 23 y/o 4.5000 .61531 Very High

24 - 26 y/o 4.5333 .38357 Very High

27 above 4.6688 .35418 Very High

25
MONTHLY INCOME

10,000 below 4.5967 .47678 Very High

10,000-20,000 4.5500 .37455 Very High

21,000-30,000 4.5267 .66537 Very High

31,000 and above 4.5462 .44742 Very High

Level of Satisfaction on the Amenities when grouped according to Identified

variables

The data in Table 5 disclose that on the level of satisfaction of the

tourist on amenities when categorized according to sex, both female and male
were highly satisfied (Mean: 4.28; 4.38 respectively) with the amenities. This
signifies that. male tourists were highly pleased with the amenities than
female students.

When categorized according to social status, employed acquired the

highest mean of 4.35 compared to student and unemployed with mean scores
of 4.30; and 4.26 respectively, and interpreted as very high. This reveals that
tourist students visiting Patar most likely considered amenities as very high
service.

Tourists visiting Patar obtained very high satisfaction with amenities

with mean scores of 4.34 and 4.34 accordingly interpreted as very high for
ages 18-20 years old and 21-23 years old. While for ages 24-26 years old and
27 above have a mean score of 4.29 and 4.28 and are interpreted very high
the findings state that regardless of tourists revealed the same level of
satisfaction. On the other hand, comparing their mean results, tourists ages
21-30 were more gratified with the amenities given by the resort.

26
Tourists’ monthly income of 21000-30000 produced very high
satisfaction in amenities with mean of 4.36. For income 10000-20000 (Mean:
4.25), 10000 below (Mean: 4.33), for 31,000 and above (Mean: 4.30), all
interpreted as very high. It indicates that monthly income was basically
influencing the satisfaction of the tourist on amenities. Tourists’ with lower
income have higher contentment on amenities than those with higher income.

Table 5. Level of Satisfaction on Amenities when grouped according to

Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.2849 .55202 Very High

Male 4.3872 .49415 Very High

SOCIAL STATUS

Student 4.3091 .50972 Very High

Employed 4.3543 .65814 Very High

Unemployed 4.2842 .42852 Very High

AGE

18 - 20 y/o 4.3277 .58892 Very High

21 - 23 y/o 4.3455 .55130 Very High

24 - 26 y/o 4.2933 .50030 Very High

27 above 4.2812 .48155 Very High

27
MONTHLY INCOME

10,000 below 4.3377 .59726 Very High

10,000-20,000 4.2556 .39020 Very High

21,000-30,000 4.3600 .59747 Very High

31,000 and above 4.3000 .50040 Very High

Level of Satisfaction on Accommodation when grouped according to Identified

variables

The data in Table 6 reveal that on the level of satisfaction of the

tourists on accommodation, both female and male were high (Mean: 4.28;
4.35 respectively). This shows that male students had higher contentment
with the quality of accommodation than female students.

When classified as to social status, employed acquired the highest

mean of 4.36 compare to students and unemployed attained the same mean
scores of 4.28 interpreted as very high. This implies that employed T tend to
assess accommodation as very high accommodation.

Furthermore, the data show that students with a monthly income of

21000-30000 yielded a very high satisfaction in accommodation with mean of
4.37. For income 10000-20000 (Mean: 4.26), less than 10000 (Mean: 4.33),
for more than P30,000 (Mean: 4.21), all interpreted as very high. It indicates
that monthly income was not really the important factor in accommodation.

Additionally, the data indicate that tourist aging in 18-20 years old has
the highest mean score 4.35 interpreted as very high. While 21-23 years old
(mean 4.30); 24-26 years old (mean 4.28); and 27 above (mean 4.25) were
interpreted as very high.
28
The findings also denote that tourists aging 18-20 had an impact on
the tourists’ satisfaction on accommodation.

Table 6. Level of Satisfaction on Accommodation when grouped

according to Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.2830 .47237 Very High

Male 4.3532 .52950 Very High

SOCIAL STATUS

Student 4.2869 .49253 Very High

Employed 4.3657 .52353 Very High

Unemployed 4.2842 .42330 Very High

AGE

18 - 20 y/o 4.3532 .48850 Very High

21 - 23 y/o 4.3045 .51487 Very High

24 - 26 y/o 4.2800 .43502 Very High

27 above 4.2563 .52113 Very High

29
MONTHLY INCOME

10,000 below 4.3344 .51215 Very High

10,000-20,000 4.2611 .37893 Very High

21,000-30,000 4.3733 .54768 Very High

31,000 and above 4.2154 .51201 Very High

Level of Satisfaction on Ancillary Services when grouped according to

Identified variables

In Table 7, the data denote that on the level of satisfaction of the

tourist on ancillary services when classified according to sex, that male were
very highly satisfied (Mean: 4.26) Female students were highly satisfied mean
4.12

When ranked as to social status, student got a mean score of 4.22

while employed and unemployed got a mean score of 4.16 and 3.88
respectively.

Tourists’ with 10000 below monthly income got a mean score of 4.21
interpreted as very high, 10000-20000 means score of 4.10; 21000-30000
mean score 4.14 and income higher than 31000 have a mean score of 4.14.
It presents that monthly income did not basically change the satisfaction of the
tourist ancillary services.

As to Age 18-20 years old got a mean score of 4.21, while 21-23 years
old and 24-26 years (mean 4.15, 4.22 respectively and 27 above mean score
4.06 interpreted as high satisfaction on ancillary services.

30
Table 7. Level of Satisfaction Ancillary Services when grouped
according to Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.1208 .59693 High

Male 4.2681 .57525 Very High

SOCIAL STATUS

Student 4.2222 .56271 Very High

Employed 4.1600 .66474 High

Unemployed 3.8842 .55102 Very High

AGE

18 - 20 y/o 4.2128 .59183 Very High

31
21 - 23 y/o 4.1500 .68895 High

24 - 26 y/o 4.2267 .52452 Very High

27 above 4.0625 .51666 High

MONTHLY INCOME

10,000 below 4.2197 .58845 Very High

10,000-20,000 4.1056 .52260 High

21,000-30,000 4.1467 .75737 High

31,000 and above 4.1462 .49172 High

Level of Satisfaction as a whole when grouped according to Identified

variables

The Data in Table 8 designates that on the level of satisfaction as a

whole, both were interpreted as very highly satisfied when ranked as to sex,
male (Mean:4.36) and female (Mean:4.30) both got very highly satisfied

When grouped according to social status, student and employed

achieved the mean scores of 4.33 and 4.35 respectively and interpreted as
very high while unemployed gained a mean score of 4.27 and interpreted as
very high.

In terms of social status employed got the highest mean score of 4.35
and interpreted as very high while the student and unemployed with a mean
score of 4.32 and 4.27.

32
It is important that research is conducted to find out tourist satisfaction
in resort facilities put in place because when tourists are satisfied with the
facilities provided, it will lead to enhancement in the resort’s excellence. Level
of satisfaction is the keyword for survival of every organization.

In terms of monthly income, below 10000 (4.35); 10000-20000 got a

mean score of 4.27 while 21000-30000 and above 31000 (4.34; 4.28
respectively). It signifies that monthly income satisfaction did not essentially
vary the satisfaction of the tourists as a whole.

Table 8. Level of Satisfaction as a whole when grouped according to

Identified variables

Variables Mean Standard Percentage

Deviation

SEX

Female 4.3042 .45573 Very High

Male 4.3677 .45191 Very High

SOCIAL STATUS

Student 4.3220 .44792 Very High

Employed 4.3554 .50650 Very High

Unemployed 4.2737 .39895 Very High

AGE

33
18 - 20 y/o 4.3660 .46804 Very High

21 - 23 y/o 4.3109 .50735 Very High

24 - 26 y/o 4.3107 .42497 Very High

27 above 4.2913 .39431 Very High

MONTHLY INCOME

10,000 below 4.3593 .45814 Very High

10,000-20,000 4.2722 .36383 Very High

21,000-30,000 4.3453 .57184 Very High

31,000 and above 4.2862 .41948 Very High

Difference in Level when grouped according to Identified variables

Table 9 reveal that on the level of satisfaction of the tourist visiting

Patar as a whole in terms of sex, social status, age, and monthly income is
not significant while accessibility, attraction, amenities, accommodation and
ancillary services are also not significant when tourist are visiting Patar as to
level of satisfaction.

Table 9. Difference in Level when grouped according to Identified

variables

Variables Computed P-value Interpretation

Value

As a Whole Sex t = -0.979 0.427 Not Significant; Failed

to Reject Ho

34
Social Status F = 0.199 0.820 Not Significant; Failed
to Reject Ho

Age F=0.207 0.892 Not Significant; Failed

to Reject Ho

Monthly F=0.357 0.784 Not Significant; Failed

Income to Reject Ho

Accessibility Sex t = -0.198 0.844 Not Significant; Failed

to Reject Ho

Social Status F = 0.242 0.785 Not Significant; Failed

to Reject Ho

Age F=0.853 0.467 Not Significant; Failed

to Reject Ho

Monthly F=0.527 0.664 Not Significant; Failed

Income to Reject Ho

Attraction Sex t = 0.242 0.809 Not Significant; Failed

to Reject Ho

Social Status F = 0.189 0.828 Not Significant; Failed

to Reject Ho

Age F=0.775 0.509 Not Significant; Failed

to Reject Ho

Monthly F=0.167 0.918 Not Significant; Failed

Income to Reject Ho

Amenities Sex t = -1.901 0.277 Not Significant; Failed

to Reject Ho

35
Social Status F = 0.130 0.878 Not Significant; Failed
to Reject Ho

Age F=0.113 0.953 Not Significant; Failed

to Reject Ho

Monthly F=0.258 0.856 Not Significant; Failed

Income to Reject Ho

Accommodations Sex t = -0.816 0.416 Not Significant; Failed

to Reject Ho

Social Status F = 0.351 0.705 Not Significant; Failed

to Reject Ho

Age F=0.279 0.840 Not Significant; Failed

to Reject Ho

Monthly F=0.650 0.584 Not Significant; Failed

Income to Reject Ho

Ancillary Services Sex t = -1.424 0.157 Not Significant; Failed

to Reject Ho

Social Status F = 2.654 0.074 Not Significant; Failed

to Reject Ho

Age F=0.534 0.446 Not Significant; Failed

to Reject Ho

Monthly F=0.308 0.820 Not Significant; Failed

Income to Reject Ho

36
CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of findings, conclusions, and

recommendations about the stakeholders’ level of satisfaction on tourist
visiting Patar Beach in Bolinao.

Summary of Findings

The pertinent findings obtained from this study are the following:

1. This study determined the tourists’ profile in terms of sex, age, and
monthly income. The findings revealed that majority of the tourists were
female, mostly were student with a monthly income of less than
P10,000 and ages ranges to 18-20 years old.

37
2. To assess the level of satisfaction of the tourist on the services in terms
of accessibility, attraction, amenities, accommodation, and ancillary
services, the result of the study indicated that tourists manifested very
high satisfaction on accessibility, attraction, amenities, and
accommodation while high satisfaction obtained by ancillary services.

3. To evaluate the level of satisfaction on accessibility as a whole when

grouped according to sex, age, monthly income and social status. In
general, tourists expressed very high satisfaction on the accessibility of
Patar Beach. On the level of satisfaction in the different areas of
accessibility, the findings indicated that tourist’s satisfaction according
to identified variables was very high.

4. To determine the level of satisfaction of the tourists on attraction

according to variables, the findings revealed that the level of
satisfaction of the tourists was very high when grouped according to
sex, age, monthly income and social status.

5. To conclude the level of satisfaction of the tourists on amenities

according to identified variables, the findings revealed that tourists
stated very high level of satisfaction on the quality of the amenities
when grouped according to sex, age, monthly income and social
status.

6. To determine the level of satisfaction of the tourists on accommodation

according to an identified variable, the findings suggested that
regardless of the sex, age, monthly income and social status, level of
satisfaction of the tourists, they all signified very high satisfaction.

7. To assess the level of satisfaction of the ancillary services according to

variables, the results specified the that level of satisfaction of the tourist
was very high for males, very high for students and unemployed,18-20
38
years old, and 24-26 years old expressed very high when grouped
according to sex, age, monthly income and social status except for
tourists with monthly income ranging from P10,000 –20,000; 21,000-
30000; 31000 and above who expressed high satisfaction.

8. To evaluate the level of satisfaction of the tourist as a whole, the

findings showed that irrespective of the demographic profile of the
students, they expressed the same very high level of satisfaction.

Conclusions

In accordance with the results of the study, the following conclusions

are drawn:

1. Generally, the profile of the students had no potential influence to the

level of satisfaction of the stakeholders on educational services. Thus,
regardless of sex, age, monthly income and social status, they had
achieved the same level of satisfaction.

2. Tourists’ expectations on the quality of services in the areas such as

accessibility, attraction, amenities, accommodations, and ancillary
services had been met by Patar Beach in Bolinao in a very high
satisfaction.

3. Tourists’ satisfaction was not considered as the main factor affecting

their decisions to visit.

39
4. Tourists’ decision to visit is commonly influenced by their financial
capabilities.

Recommendations

In accordance with the findings and conclusions of the study, the

following are recommended:

1. The Patar Beach in Bolinao should implement an intensive marketing

campaign to encourage more potential tourists.

2. The owners should study the possibility of enhancing their existing

facilities to fully satisfy the needs of the tourists.

3. Efficiency and good service of administration and staff to tourist and

qualified personnel to cater to the concern and needs of the tourist
should be given emphasis by Patar Beach in order to increase
customer satisfaction.

40
4. A similar study may be conducted covering other areas not included in
this paper. Other destination may also use the same variables to
evaluate their tourist destination.

41
42