THE LEVEL OF TOURISTS’ SATISFACTION IN SKYLINE RESORT IN

PRESIDENT ROXAS NORTH COTABATO

A Thesis Presented to the Faculty of Bachelor of Science in

Tourism Management Kidapawan Doctors College, Inc.
Kidapawan City

In Partial Fulfillment of the Requirements for the Degree of

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

IVY CLAIRE B. FLORES

January 2022
 ACKNOWLEDGEMENT

This thesis would not be possible without the guidance and the help of several

individuals who in one way or another, contributed and extended their valuable

assistance in the preparation and completion of this study.

First, I would like to extend my deepest gratitude to my beloved family for their

unending support and encouragement all throughout the duration of making this

thesis. I thanked them for their love and understanding in moments that I cannot

do my responsibilities at home.

To the Participants, for the time they have shared and for their willingness to

participate by providing the necessary information that was needed for this study.

Also, I would like to extend my appreciation to the Skyline Resort for the

approval to be my research locale.

And above all, the Almighty God, the Giver of life, the Provider of my strengths,

knowledge, and wisdom, and for all the blessings He showered upon me.

Ivy Claire B. Flores

Researcher

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 ABSTRACT

IVY CLAIRE B. FLORES. 2022. THE LEVEL OF TOURISTS’

SATISFACTION IN SKYLINE RESORT IN PRESIDENT ROXAS NORTH
COTABATO. Undergraduate Thesis, Kidapawan Doctors College Inc, Kidapawan
City

This study aimed to determine the level of tourists’ satisfaction in Skyline

Resort. The focus of the study was the Skyline Resort, a well - known tourist

destination in President Roxas, North Cotabato. Questionnaires were distributed

to tourists in Skyline Resort. This study employed quantitative method and

descriptive statistics to describe the Socio - Demographic Profile of Tourists (age,

sex, nationality, source of income, civil status) in reference to their level of tourists’

satisfaction (safety and security, attractiveness, and service quality). Purposive

sample of 50 respondents, from Skyline Resort in President Roxas, North

Cotabato was utilized in this study. The researcher utilized a questionnaire to

investigate the profile of tourists, and the level of tourists’ satisfaction. The results

of this study showed that the respondents were mostly female, 31-40 years old

age bracket. The majority of the respondents upon the conduct of the study were

female, single, and majority of the respondents had Online Business. Furthermore,

the respondents in the Skyline resort were generally high in their level of tourists’

satisfaction. This implied that the respondents were generally satisfied to the

resort.

Keywords: Profile of Tourists, Level of Tourists’ Satisfaction, Skyline Resort,

Tourists

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 TABLE OF CONTENTS

PRELIMINARIES Page

Title Page i

Approval Sheet ii

Acknowledgement iii

Abstract iv

Table of Contents v

List of Tables vi

List of Figures vii

List of Appendices viii

CHAPTER I INTRODUCTION

Background of the Study 1

Statement of the Problem 2

Hypothesis 3

Theoretical Framework 3

Conceptual Framework 4

Significance of the Study 5

Operational Definition of Terms 5

Scope and Limitations 6

Review of Related Literature 7

ivv
CHAPTER II METHODOLOGY 18

Descriptive Research Design 18

Research Locale 18

Research Participants 19

Research Instrument 19

Data Gathering Procedure 20

Data Analysis 20

Ethical Considerations 21

CHAPTER III RESULTS AND DISCUSSIONS 23

Demographic Profile of Respondents 23

Profile of the Respondents in terms of their Age 24

Profile of the Respondents in terms of their Gender 24

Profile of the Respondents in terms of their Nationality 25

Profile of the Respondents in terms of their Civil Status 25

Profile of the Respondents of their Source of Income 26

Level of Satisfaction on Safety and Security 27

Level of Satisfaction on Attractiveness 29

Level of Satisfaction on Service Quality 31

Association of Level of Satisfaction and Socio-demographic 32

Profile

Model Summary 32

Anova 33

Model Coefficient 34

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CHAPTER IV SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 36

Summary 36

Conclusions 37

Recommendations 37

REFERENCES 39

APPENDICES 40

CURRICULUM VITAE 53

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 CHAPTER I

INTRODUCTION

Background of the Study

President Roxas was a first-class municipality located in the Cotabato

province in the Philippines with a population of 44,229 people, according to the

2010 census. The place is bounded on the east by the Municipality of Magpet, on

the west by Matalam, on the north by the Municipality of Arakan and on the south

by Kidapawan. Like other cities, municipalities and towns all over the Philippines,

President Roxas also had a long list of tourist spots with a lot of variety, where

some were still unexploited and untapped.

Hillside Spring Resort (Formerly Skyline Resort) was a resort situated at the

heart of President Roxas. It can be reached via car or tricycle. Going to the resort

was a ten minutes ride from the Poblacion area. It boasted a rustic setting and cool

water the pools that came directly from the headwater of the mountain streams.

The perceptions of visitors coming to any tourist attractions may be quite

different depending on their demographic situations (Chi et al., 2009;

Rittichainuwat et al., 2001; Beerli & Martin, 2003; Baloğlu & McCleary, 1999; Chen

& Kerstetter, 2000). In this study, the goal was to determine the effects of

education, age and income levels of domestic tourists’ visitation their perceptions
 2

towards the natural site and also to form concrete suggestions for local

administrations, regional inhabitants and tourism facilities of the region regarding

necessary steps to increase the number of tourists visiting the area. Although

several studies have been conducted to evaluate the level of satisfaction in several

tourist in the Philippines, however the level of satisfaction on the Skyline Resort is

not yet carefully explored.

This is to make a local account which could be source of information to local

policy maker and local tourism.

Statement of the Problem

Given the study purpose above-mentioned, the following research questions

guided the investigation of this study. Specifically, this study sought to answer the

following questions:

1. What is the socio-demographic profile of tourists in terms of:

1.1 age;

1.2 gender;

1.3 nationality;

1.4 source of income; and

1.5 civil status?

2. What is the level of tourist satisfaction in terms of:

2.1 safety and security;

2.2 attractiveness; and

2.3 service quality?

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3. Is there a significant relationship between across various indicators of

demographic profile?

Hypothesis

There was no significant relationship between the level of tourist satisfaction

and socio - demographic profile in terms of:

1.1 age

1.2 gender

1.3 nationality

1.4 income

1.5 civil status.

Theoretical Framework

The study was anchored in the study conducted by Severt et al. (2007), define

tourist satisfaction as the extent of the tourist’s fulfillment pleasure which occurred

from the trip experience about a product or service feature that fulfills the tourist’s

desires, expectations and wants in association with the trip. Satisfaction is created

by the comparison of the customer’s expectation before and after consumption. In

tourism context, satisfaction is primarily referred to as a function of pre-travel

expectations and post-travel experiences. The tourist is satisfied when

experiences go beyond the expectations. However, if the tourist feels displeasure,

 4

dissatisfaction will be the expected outcome (Chen & Chen, 2010; Reisinger &

Turner, 2003). From the foregoing discussion, it is understood that satisfaction of

tourists is caused by two different dimensions: firstly, it is related to the pre-

expectation of the tourist before the travel; and secondly, it is referred to the

justification of the tourist on the delivered services after the travel, and based on

the real experiences.

Conceptual Framework

Independent Variable Dependent Variable

Socio - Demographic Level of Tourist

Profile of Tourists Satisfaction in terms of:

 Age  Safety and

Security
 Sex
 Attractiveness
 Nationality
 Service Quality
 Source of income

 Civil status

Figure 1. Schematic diagram of the study

The conceptual framework of the study made use of Independent Variable

and Dependent Variable. The Independent Variable contains the socio -

demographic profile of tourists of respondents in terms of (age, sex, nationality,

 5

source of income and civil status) while the Dependent Variable contains the level

of tourist satisfaction in terms of (safety and security, attractiveness and service

quality).

Significance of the Study

The results of the study will be a good source of information that will help

stakeholders in the field of tourism in making informed decisions. Specifically, the

findings of the study will be beneficial to the following:

Future Researchers - They would be able to use this study to support for their

future research.

Local Government Unit (LGU) – the findings of this study provided the local with

the purpose of promotional tools in the tourism economic development.

Operational Definition of Terms - for a better understanding of this study, the

following terms are defined in the context of this research.

Residents – they were provided with honest expressions of their knowledge,

identified the importance of conversation and protection of the natural resources.

It also created community awareness, understanding, and support for tourism

economic development.
 6

Resort Owners - for the owners to be aware of the significant relationship between

the satisfaction of tourists in President Roxas, North Cotabato.

Scope and Limitations

The study focused on determining the tourists’ satisfaction in Skyline Resort

in President Roxas, North Cotabato. The respondents were be delimited on the

tourists who’s visited in Skyline Resort in President Roxas, North Cotabato on

December 2021.

Socio-demographic Profile - refers to the profile of the tourists and visitors of

Skyline Resort when in age, gender, nationality, source of income and civil status

of tourist.

Attractiveness - the attractiveness of the destination played a role in a tourist

destination of choice, expectations of satisfaction, intentions to revisit, perceptions

of benefits and motivations, positive perception of opinion leaders, the amount of

money spent, and the duration of the stay.

Safety and Security - safety and security measures implemented by the Skyline

Resort.

Service Quality - service quality, on the other hand, was an assessment of how

well delivered service came up to the customers’ expectations. In short, it was the
 7

value of a service customers. High service quality also resulted in various desirable

outcomes, such as enhanced financial performance, reduction in customer

complaints, improved willingness to recommend services to someone else, and

improved customers’ satisfaction.

Review of Related Literature

These are the following review of related literatures that support this study:

Age. Walmsley and Jenkins (1993) analyzed the perceived image of different

tourist resorts in Australia, and they found that the image of some places differed

depending on the visitors’ age. In the same sense, Baloglu and McCleary (1999)

also found that an individuals’ age influenced the perceived image of various tourist

destinations. According to Perovic et.al (2012), tourist/s satisfaction does not

influence by gender.

Sex. MacKay and Fesenmaier (2007) analyzed how the visual content of

tourist advertising material affected the creation of image, and reached the

conclusion that tourist sex affect the perceived image. Furthermore, Chen and

Kerstetter (2000) in a study of the image of Pennsylvania as a rural tourism

destination concluded that the tourists’ sex significantly influenced the perceived

image. However, the study carried out by Baloglu (2001), which analyzed the

image of the US among German tourists, found no statistically significant

relationships between the perceived image and the demographic variables of sex,

income and education.

 8

Nationality. Most of the empirical work has attempted to analyze the

differences in destination images arising from cultural factors focused on the

tourists‘ geographical origin. For example, Calantone et.al. (2003) and Chen and

Kerstetter (2000) found significant relationship between the perceived image and

the tourists‘ country of origin.

Occupation/Source of income. Beerli and Martin (2004) demonstrated that the

tourist‘s socio-economic characteristics such as occupation/source of income were

the factors that influenced the perceptions of places what would be further reflected

on the level of tourist satisfaction. According to Weiler and Ham (2004) revealed

that age, gender and income do not vary significantly with visitor satisfaction.

Civil Status. According to Hwang, et.al. (2013), marketing research scholars

have postulated that socio-demographic factors played moderating roles in

consumer’s behavior. According to them civil status has been revealed to have

moderating roles in consumer’s behavior. This study assumed that the tourist

groups in terms of civil status can be segregated based on the relationship of their

perception of travel attributes to satisfaction.

Tourists’ satisfaction was important for tourism destination development

(Salleh et.al. 2013). Tourist satisfaction was an element which can be used to see

how tourists’ evaluated the product and service in tourist destination (Valle et al,

2006). It can be used to evaluate development of tourist destination and got better

strategy to develop tourist destination (Salle et.al, 2013). It can also be used to

determine which aspect in the tourist destination, which would be improved or

 9

maintained based on the feedback from tourists’ evaluation (Crouch, 1994, cited

by: Valle et al, 2006).

Tourist satisfaction can affect tourist behavioral intention after their visit

(Chaohui et.al, 2012). Satisfied tourist would likely have loyalty towards

destination. Trust loyalty could be formed in revisit intention and positive of mouth

(Tran, 2011).

Tourist satisfaction in the tourism industry was an important element that

would be examined in order to ensure the economy was sustained. According to

Sapari, et.al. (2013), satisfaction was an important issue in tourism business

because it can determine the success and failures of the business organization.

One of the most relevant issues for the tourist was to analyze why people

travel and what they expect for their destination (Yoon & Uysal, 2005), and what

are the motive behind the trip. Consumer behavior literature stated that the need

to motivation was interrelated (Witt & Wright, 2006). A series of research has tried

to classify the main attributes of any particular destination (Kale & Weir, 1986).

Such items included climate, culture, architecture, transport, entertainment or cost.

Danahar and Arweiler (1996) established that, although the experience associated

with items relating to transport and accommodation affects the degree of tourists’

satisfaction.

On the other hand, Mc Cleary (2000), stated that some other studies showed

gender and age were the most important factors (Walmsley and Jenkins, 1993).

According to Baloglu (1997) in the destination choosing process of a tourist, image

formation before visit was the most important phase and because of that before
 10

affecting behaviour it was needed to understand how image forms. It was

understood that among all socio-demographic characteristics, age and educational

level affects image mostly. For instance, in research which was done on German

tourists visiting the USA, it revealed that most important factor differs perceived

image was age. In some of the studies mentioned, the perceived destination image

differs just by nationality variable.

Also, Beerli and Martin (2004) stated that, socio-demographic features of

visitors have an effect on perceived image. It was observed that, generally women

evaluate destination more positively. Age affected cognitive perception more, and

as people get older, the probability to perceive destinations positively increased.

Nationality especially has an important role on effective perception.

Güçer (2015), took hand the factors that affect destination image under two

titles: individual features and destination sourced features. Individual features

include demographic features which were the gender, age, educational status,

marital status, income status, and nationality and also included the motivation

factors that encourage people to go on holiday. On the other hand, destination

sourced factors included information sources and destination specialities.

Information sources were previous experiences of one, friends, relatives, travel

agencies, travel guides, tourism bureaus, advertisements, newspapers,

magazines, internet, television, radio, movies etc. and destination specialities

included the perception of the features of destination by individuals.

According to Beerli and Martin (2004), the structural features -age, education,

gender, income status, cultural degree etc.- of tourists were the most important
 11

factor about choosing the region by tourists. The effect of socio-demographic

variables on destination image were subjected by many researchers (Albayrak &

Özkul, 2013).

In some of these studies, it was claimed that age and educational status,

which were socio-demographic features, were the most important factors that

affect destination image (Baloglu et.al., 1999). Moreover, they showed images of

some regions differed by the gender and age of visitors and determined that age

and gender were the most important factors.

In another study held by MacKay and Fessenmaier (2000), it was concluded

that age and marital status of tourists has no effect on perceived image. However,

in the same study, there were some differences found between individuals’ gender,

income status and image perception. In the study which was held on the Y

generation tourists’ perception of destination image in İstanbul, et al (2013) proved

that, the gender, education and income status of tourists differed their perceived

image.

In the study which was held on the image of Mardin, et al. (2009) revealed

that the perceived image differed by gender and the perceived image of women

was more positive.

In their study about the image of Pennsylvania, Chen and Kerstetter (2000)

proved that, gender, age and amount of family members of tourists, affect

perceived image importantly. In the same study Chen and Kerstetter (2000), it was

revealed that there was a relationship between perceived destination image and
 12

nationality of tourist and nationalities affected destination image and destination

image differed by the nationalities.

Alhemoud and Armstrong (1996) stated that destination image differed by age

and nationality. In their studies, Walsmley and Young (1998), MacKay and

Fesenmaier (2000); Joppe, et.al. (2001) claimed that, perceived image differed

only by nationality variable. Also, in their studies Hui and Wan (2003) suggested

that there were some differences in destination image sourced only by nationality

and there was no difference sourced by other socio - demographic features.

Safety and Security

Resort was a place where tourists stayed overnight when they were away from

their homes. Safety and security should be the initial factors that the hotel owners

should realize and managed the system to be safe for their guests. Egeberg (2003)

mentioned about the Commission to the European Parliament and the Council on

the safety of services for consumers and proposed that a fire safety considered as

one of the most important safety issue that the hotel should be aware and they

recommended a fire safety as follows: safe escape way should be a free passage;

the resort has stable for evacuation area for all guests’ safe; materials and

technical appliances must be in a good condition and always ready to use;

functional alarm systems must be easy to be heard from all in-house guests in

case of fire; safety instructions must be displayed clearly and noticeably in each

guest room and staff must be well-trained to be able to evacuate the guests in case

of fire and can notice the guests for all safety and security conditions.
 13

Chiang (2000) stated that a resort should have a person responsible for safety

and security consisted with security manager, security officer, security guards,

timekeepers and doorman. A hotel should have procedures to lead the safety and

security functions of hotel operations for the staff to be able to keep the guests

from all unexpected dangers. Also, the guest room must be free from all risk, such

as locks and keys; closed circuit televisions (CCTV); fire alarm systems; safe

boxes, communication systems; and lights in guest rooms.

“Nothing kills tourism like a dead tourist” (Bennet, 1995). Safety and security

were vital in providing quality in tourism. More than any other economic activity,

the success or failure of a resort depends on being able to provide a safe and

secure environment for visitors. Crime and violence were probably the most

unpredictable factors in the tourism industry (NCPG, 2005) and have the potential

to cause tremendous damage to the industry. According to White Paper Northern

Cape (NCPG, 2005), tourism security concerns were one of the key constraints to

tourism growth in South Africa, and visitors’ safety remained an important topic

worldwide.

According to Chiang (2000) if the visitor’s health and safety were not well -

managed, adverse incidents can significantly affect the profitability and

sustainability of a resort or destination. If a visitor felt unsafe during a trip, this may

affect the length of stay and expenditure in a destination, and also decreased the

likelihood of repeat visitation and word-of-mouth referrals. If a destination

developed a negative image for visitors’ safety, this would likely result in declining

visitor’s market for the region.

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Attractiveness

Destination’s attractiveness was defined by Mayo and Jarvis (2011) as “the

perceived ability of a destination to deliver individual benefits”. The attractiveness

of a destination played a role in a tourist’s destination of choice, expectations of

satisfaction, intentions to revisit, perceptions of benefits and motivations, positive

perception of opinion leaders, the amount of money spent, and the duration of the

stay (Henkel et.al. 2006). The better a destination met the needs of the tourists,

the more likely it was to be perceived as being attractive, and the more likely it was

to be chosen by tourists (Vengesayi, 2003).

A tourism destination formed the cornerstone of tourists’ experiences. The

former South African Minister of Tourism, Derek Hanekom, confirmed that tourism

was one of the six pillars of economic growth in South Africa (NDT, 2015).

According to Leiper (2005), destinations were generally regarded as a

geographical area, town, or city. Kimberley was situated in the Northern Cape

which forms a unique part of South Africa, and, according to the White Paper on

Development and Promotion of Tourism in this area (NCPG, 2005), given the

range and depth of assets on offer – has substantial tourism potential. Resorts, as

a component of the destination offer a unique combination of resources,

attractions, and facilities; they also have unique physical environments, ecological

conditions, and socio-cultural specifics of the communities inhabiting the zone.

When comparing the definition of a resort to that of a destination, it was clear that

a resort could be included under the umbrella term of ‘destination’. Ramchander,

 15

et al (2012) argued that a resort can be regarded as a destination because of its

similar attributes, and its ability to attract tourists to the destination.

Destination or resort attributes such as scenery, climate, activities,

accommodation, accessibility, cultural experience, security, serenity of

environment, food and entertainment, service, reputation, price, friendliness of

staff, safety and security, nightlife and entertainment are of the most important

factors influencing its attractiveness and the tourist’s decision to visit it or not

(Vuuren & Slabbert, 2011). According to Pike (2002), such attractiveness was a

mental image that was formed on the basis of the presence and/or availability of

specific attributes at the resort or not. These attributes of attractiveness represent

the comparative advantage of the resort, which can be turned into a competitive

advantage – resulting in high levels of competitiveness and a favorable market

position for the resort (Vengesayi, 2003).

Analysis of attractiveness attributes, and their influence on the level of

competitiveness of tourism destinations, has been thoroughly researched

(Gearing, et.al. 2004). In these studies, the attributes (pull factors) have been

grouped into main categories and sub-categories. These attributes were carefully

incorporated into the questionnaire of this research and provide a useful reference

point for the research design.

Natural attractions were understood to be those environmental attractions,

which were not created artificially by man. These include the wilderness areas,

forests, mountains, waterfalls, flora and fauna, beaches and marine areas, natural

wonders and special landscaping features, parks and conservation areas,

 16

beaches, seas, and rivers. Tourists were becoming more discerning and expected

developers to pay more attention to quality and environmental management.

Accordingly, the management of natural attractions requires a strategic approach

to ensure the needs of tourists met and exceeded – without destroying the

irreplaceable natural resource (Ramchander et al., 2012).

According to Keyser (2009) the features of the environment were often the

main reasons why people were attracted to an area, and tourism was almost totally

dependent on the environment. The landscapes and overall scenic beauty of an

area may be a major attraction for tourists – especially if the natural character of

the environment have been conserved. Areas of scenic beauty were settings for

activities like sightseeing drives, hiking, camping and wildlife viewing. Remote

scenic areas offered opportunities for adventure-orientated activities like river

rafting, rock climbing, abseiling and hiking.

Infrastructure provided the basic framework for the effective functioning of

development systems like cities. Adequate infrastructure was also essential for the

successful development of tourism (Kresic, 2007; Vengesayi, 2003). Tourist

activities and movements were not limited to the interior of tourism facilities, and

tourists’ experience and perception of the resort were therefore informed by a

larger context and the setting in which these encounters take place (Dwyer & Kim,

2003).
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Service Quality

Service quality, on the other hand, was an assessment of how well delivered

service came up to customers’ expectations. In short, the value of a customer

service. Service quality was defined in 1994 by Bitner and Hubbert as “the

customer impression of the relative superiority or inferiority of a service provider

and its services” (Bitner & Hubbert, 1994).

Delivery of high service quality helps to differentiate companies from the

competition, and it was a strategic weapon for gaining a competitive advantage.

High service quality also resulted in various desirable outcomes, such as

enhanced financial performance, reduction in customer complaints, improved

willingness to recommend services to someone else, and improved customer

satisfaction (Karatepe, 2011).

Excellent service quality was subjective, and it varies depending on the

perceptions, expectations, and need of the customers. Few determinants affecting

the perceived service quality were the interactions between service sectors and

customers, and the technical and functional dimensions, (Gopal, 2014). The

different dimensions of service quality include example reliability – delivered

service on time and it was promised and consistency meaning that provided

service remains rather same each time (Spacey, 2016).

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CHAPTER II

METHODOLOGY

This chapter contains the research design, sampling design, research locale,

map of Skyline Resort, respondents of the study, research instrument, data

gathering procedure and statistics tool being used in the study satisfied data

analysis and ethical consideration.

Descriptive Research Design

The researcher used quantitative method using survey questionnaire to

determine the satisfaction of the tourists in Skyline Resort in

President Roxas, North Cotabato.

A quantitative method referred to a type of the study in which information

without making any changes to the subject of the study. This type of the study was

also known as observational study.

Research Locale

The study was conducted at Skyline Resort in President Roxas North Cot a

bato. The researcher specifically chose this research locale because it is not yet

well researched and there are still a lot of research gaps that need to be addressed.
 19

Figure 2. Map of the President Roxas North Cotabato

Research Participants

One target population of this research was the visiting tourists’ of Skyline

Resort in Poblacion, President Roxas, North Cotabato. There were fifty (50)

respondents of this study who visited Skyline Resort. Based on the data gathering

procedure, the most appropriate sampling technique is convenience sampling.

Research Instrument

The researcher used a survey questionnaire which contains the socio-

demographic profile and level of tourists’ satisfaction on Skyline Resort. Data

collection was accomplished with the implementation of a self - made

questionnaire. This instrument was validated. It has two experts who validated the

questionnaire and the validation score was both excellent.

The researcher questionnaire has two parts: The first part consists of the

profiles on demographic characteristics; the second part consists the level of

 20

tourists’ satisfaction in terms of safety and security, attractiveness and service

quality.

Data Gathering Procedure

A written permission and endorsement letter was obtained from the school

administration to conduct the study. After the approval, a permission letter was

given to the Municipal Mayor of President Roxas, North Cotabato. As soon as the

permission was granted, a schedule was made for the distribution of the survey

questionnaires and personally distributed to the potential participants of the sample

area. An informed consent was given to the participants and was made aware

about the study and their rights to withdraw and refuse whenever they were

uncomfortable during the conduct of survey. The participants affixed their signature

affirming with consent.

The researcher personally facilitated the conduct of the study to address

immediate clarification and retrieve the survey questionnaires after each

respondent have answered. Tourists who encountered difficulties in understanding

the content of the questionnaire answered questions with the assistance of the

researcher. This research method involved the collection of data to answer

inquiries on conversation practices on Skyline Resort. The data collected were

screened, encoded, tabulated, interpreted and analyzed.

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Data Analysis

The study utilized both descriptive and inferential statistics in analyzing the

data gathered. Frequency and percentage were used to analyze data on the socio-

demographic profile of the respondents. Weighted mean was used to analyze data

gathered on the level of tourists’ satisfaction on safety and security, attractiveness

and service quality. Multiple linear regression was used to determine if there exist

a statistically significant relationship between socio - demographic profile and level

of tourists’ satisfaction.

Ethical Considerations

The researcher, upon conducting the study, made sure that the respondents

were informed and that their consent was needed for the study. Also, the

respondents were clearly informed that their participation were voluntary and were

not harm them. Furthermore, the respondents were assured that their personal

information were dealt with complete privacy.

The participants have the right to withdraw anytime they feel discomfort. The

researcher strictly adheres to the provisions of the data privacy Act of 2012 and

other applicable loss in gathering the data. After the researcher’s encoded the

information in the computer, the data was actually stored in a password secured

flash drive. The data permanently stored in a password secured flash drive for

future reference. During the face to face gathering of data, the researcher and the

respondents both followed health protocols by the health institutions.

 22

Compensation is not applicable for the respondents because they volunteered

in answering the questionnaire and they answered them in their free time. The

respondents will experience more good services through the study because their

reactions or satisfactions will be related to management of the Skyline Resort.

 23

CHAPTER III

RESULTS AND DISCUSSIONS

This chapter presents the presentation, analysis and interpretation of data

gathered from the study on level of tourists’ satisfaction. The presentation is

organized following sequence of the statement of the problem which covers the

profile of the respondents, level of tourists’ satisfaction, and the relationship

thereof.

The key findings of the study were based on the tabulation, analysis and

interpretation of data gathered are presented and discussed.

Demographic Profile of the Respondents

The first research problem was focused on the demographic profile of the

respondents in terms of age, gender, nationality, source of income, and civil status.
 24

Age Profile

Table 1.1 shows the profile of respondents in terms of age. The data shows

that majority of the respondents have the age of 31-40 years old (34 %) while the

least number of respondents are 16-20 years old (16 %).

Table 1.1 Age Profile of the Respondents

Age Bracket Frequency Percent
12-15 10 20
16-20 8 16
21-30 15 30
31-40 17 34
Total 50 100

The data in the table 1.1 reveals that most of the respondents in Skyline

Resort are those who belong in 31-40’s. It is also significant to note that while most

of the respondents are old. Hence, the 20 percent of respondents are those whose

age are under the 12-15 years old. The resulting study of Walmsley and Jenkins

(2013) analyzed the perceived image of different tourist resorts and they found that

the image of some places differed depending on the visitors’ age.

Gender Profile

Table 1.2 shows the profile of the respondents in terms of gender. It shows

that majority of the respondents are female (56%) and the least number of

respondents were male (44%).

Table 1.2 Gender Profile of the Respondents

Gender Frequency Percent
Male 22 44
Female 28 56
Total 50 100
 25

The result in table 1.2 shows that the respondents of the selected tourist

destinations were mostly female. However, it is important to note that there were

22 male respondents; making their total population not far from the females.

According to MacKay and Fesenmaier (2007) analyzed how the visual content of

tourist advertising material affected the creation of image, and reached the

conclusion that tourists‘ sex affect the perceived image.

Nationality

Table 1.3 shows the profile of the respondents in terms of nationality. It shows

that majority of the respondents are Filipino (100%).

Table 1.3 Nationality Profile of the Respondents

Nationality Frequency Percent

Filipino 50 100

Total 50 100

This shows that most of the respondents are Filipino (100%). Most of the

empirical work has attempted to analyze the differences in destination images

arising from cultural factors focus on the tourists‘ geographical origin. According to

Calantone et al (2003) found significant relationship between the perceived image

and the tourists‘ country of origin.

Civil Status

Table 1.4 presents the profile of the respondents in terms of their civil status.

The result shows that 30 respondents are single (60%), which comprises the most

number of respondents in this study, while 17 respondents are married (34%).

 26

Table 1.4 Civil Status Profile of the Respondents

Civil Status Frequency Percent
Single 30 60
Married 17 34
Separated 1 2
Widowed 2 4
Total 50 100

This shows that most of the respondents are single which compromises 60%,

married tourists’ which comprises 34% of the total respondents. According to

Hwang, et al (2013) civil status have been revealed to have moderating roles in

consumer behavior. This study assumed that the tourists’ groups in terms of civil

status can be segregated based on the relationship of their perception of travel

attributes to satisfaction.

Source of Income

Table 1.5 presents the profile of the respondents in terms of their source of

income. The result shows, that most respondents are those who have

occupation/source of income is Online Business for (14%) while the least

occupation/source of income result are those Sari-sari store (8%), Driving (10%),

Others (46%), Farming (10%) and Employee (12%).

Table 1.5 Source of Income Profile of the Respondents

Source of Income Frequency Percent
Driving 5 10
Online Business 7 14
Sari-sari Store 4 8
Farming 5 10
Employee 6 12
Others (students) 23 46
Total 50 100
 27

The results show that majority of the respondents are already in Online

Business with the highest income of 14% or 7 respondents. According to Beerli

and Martin (2003) demonstrated that the tourists’ socio-economic characteristics

such as occupation/source of income were the factors that influence the

perceptions of places what could be further reflected on the level of tourists‘

satisfaction.

Level of Satisfaction on Safety and Security

Level of satisfaction in Skyline Resort, statement 1 got the highest weighted

mean of 4.44 with a description of strongly agree which was described that they

feel protected of the security and safety tourists’ in Skyline Resort. The lowest

weighted mean is in statement 3 and statement 5 that tourists’ are confident in this

place and there is a convenient transportation usage going to Skyline Resort has

a weighted mean of 3.84, with a description of agree. The overall general weighted

mean is 4.09 with a description of agree.

 28

Table 2.1 Level of Satisfaction on Safety and Security

Statements Weighted Description Interpretation
Mean

1. I feel protected of the 4.44 Strongly Extremely

security and safety as tourist Agree Satisfied
here in Skyline Resort,
President Roxas North
Cotabato. 3.96 Agree Very Satisfied
2. The tourism industry in this
place is strictly governing
the safety of the
visitors/travellers. Very Satisfied
3.84 Agree
3. I am confident as tourist in
this place because there is
the availability of tourist
information.
4. I admire the locals of
President Roxas as they are 4.38 Strongly Extremely
protecting the destination Agree Satisfied
reputation of Skyline Resort.
5. There is a convenient
transportation usage for
public transport by tourist Very Satisfied
3.84 Agree
going to Skyline Resort at
President Roxas.

Total Weighted Mean 4.09 Agree Very Satisfied

Legend
Mean Interval Descriptive Responses Interpretation
4.21 - 5.00 Strongly Agree Extremely Satisfied
3.41 - 4.20 Agree Very Satisfied
2.61 - 3.40 Undecided Satisfied
1.81 - 2.60 Disagree Less Satisfied
1.00 - 1.80 Strongly Agree Dissatisfied

The result in table 2.1 shows the level of satisfaction on safety and security in

Skyline Resort at President Roxas is consistent with the resulting study of Chiang
 29

(2000) stated that a resort should have a person responsible for safety and security

which consist of a security guards, timekeepers and doorman.

Level of Satisfaction on Attractiveness

Table 2.2 presents the level of satisfaction on attractiveness of the

respondents in Skyline Resort. The result show that the respondents get attracted

to the natural forest inhabitants such as birds and monkeys as an added attractions

in Skyline Resort and it has the highest weighted mean at 4.86, with a description

of strongly agree. Moreover, the respondents are amaze on how the local

residents’ willingness to help and guide the tourists going to Skyline Resort at

President Roxas has the lowest weighted mean at 4.44, with a description of

strongly agree. The overall general weighted mean is 4.68 with a description of

strongly agree.
 30

Table 2.2 Level of Satisfaction on Attractiveness

Statements Weighted Description Interpretation
Mean
1. I like the quality of the natural 4.82 Strongly Extremely
environment of Skyline Resort Agree Satisfied
2. I am amazed of how the local 4.44 Strongly Extremely
residents’ willingness to help Agree Satisfied
and guide the tourists’ going to
Skyline Resort at President
Roxas.
3. The Skyline Resort are equip 4.46 Strongly Extremely
with all necessary facilities Agree Satisfied
such as cottages, shower
rooms, toilets, canteen,
parking areas and friendly
staff.
4. I get attracted to the natural 4.86 Strongly Extremely
forest inhabitants such as birds Agree Satisfied
and monkeys as an added
attractions in Skyline Resort.
5. I love the fresh, cold and truly 4.82 Strongly Extremely
relaxing atmosphere that can Agree Satisfied
be felt around Skyline Resort.
Total Weighted Mean 4.68 Strongly Extremely
Agree Satisfied

Legend
Mean Interval Descriptive Responses Interpretation
4.21 - 5.00 Strongly Agree Extremely Satisfied
3.41 - 4.20 Agree Very Satisfied
2.61 - 3.40 Undecided Satisfied
1.81 - 2.60 Disagree Less Satisfied
1.00 - 1.80 Strongly Agree Dissatisfied

The result in table 2.2 shows the level of attractiveness in Skyline Resort at

President Roxas is consistent with the resulting study of (Henkel et al., 2006) the

attractiveness of a destination plays a role in a tourists’ destination of choice,

expectations of satisfaction, intentions to revisit, and the duration of the stay.

 31

Level of Satisfaction on Service Quality

Table 2.3 presents the level of satisfaction on service quality of the

respondents in Skyline Resort. The result shows that most of the respondents say

that the overall service quality of Skyline Resort is satisfactory and it has the

highest mean of 4.12, with a description of agree. On the other hand, their level of

service quality, especially in foods are serve on time and the accommodation are

well – prepared in Skyline Resort and has the lowest mean of 2.40, with a

description of disagree. The overall general weighted mean is 4.39 with a

description of strongly agree.

Table 2.3 Level of Satisfaction on Service Quality

Statements Weighted Description Interpretation
Mean
1. The foods are serve on time and the 2.40 Disagree Less Satisfied
accommodation are prepared well in
Skyline Resort.
2. I can say that the overall service 4.12 Agree Agree
quality of Skyline Resort is satisfactory.
3. There is a prompt service to guests 3.30 Undecided Satisfied
needs while staying in Skyline Resort.
4. Facilities are well organized, neat and 4.02 Agree Very Satisfied
are cleaned all the time in Skyline
Resort.
5. Provision of emergency services like 2.72 Undecided Satisfied
first aid personnel and medicine in
Skyline Resort are provided.
Total Weighted Mean 4.39 Strongly Extremely
Agree Satisfied

Legend
Mean Interval Descriptive Responses Interpretation
4.21 - 5.00 Strongly Agree Extremely Satisfied
3.41 - 4.20 Agree Very Satisfied
2.61 - 3.40 Undecided Satisfied
1.81 - 2.60 Disagree Less Satisfied
1.00 - 1.80 Strongly Agree Dissatisfied
 32

The result in table 2.3 shows the level of satisfaction on security in Skyline

Resort at President Roxas is consistent the resulting study of Bitner and Hubbert

(1994), service quality, on the other hand, was an assessment of how well

delivered service came up to customers’ expectations.

Association of Level of Satisfaction and Socio-Demographic Profile

The research problem is focused on whether there is a significantly

relationship between the independent variable (age, sex, nationality, source of

income and civil status) and the dependent variable (safety and security,

attractiveness and service quality).

Model Summary

Table 3.1 is the model summary which provides the R, R2, adjusted R2 and the

standard error of the estimate that can be used to determine how well a regression

mode fits the data.

Table 3.1 Model Summary

Model Summary

Adjusted R

Model R R Square Square Std. Error of the Estimate

1 .289a 0.083 0.002 0.53247

a. Predictors: (Constant), CIVILSTATUS, GENDER, INCOME, AGE

The “R” column presents the value of R, the multiple correlation coefficient. R

can be considered to be one measure of the quality of the prediction of the

 33

dependent variable. A value of 0.289 indicates a good level of predictions. The “R

Square” column represents the R2 value which is the proportion of variance in the

dependent variables that can be explained by the independent variables. As we

can see from our value of 0.083 that our independent variables explained 08.3%

of the variability of our dependent variable, level of satisfaction.

ANOVA

Table 3.2 shows the F - ratio in the ANOVA tests whether the overall

regression model is a good fit for the data. The table shows that the independent

variables statically significantly predict the dependent variable, F (4, 45) = 1.024,

p < .0005.

Table 3.2 Anova

ANOVAa

Sum of

Model Squares df Mean Square F Sig.

1 Regression 1.162 4 0.290 1.024 .405b

Residual 12.758 45 0.284

Total 13.920 49

a. Dependent Variable: LevelOfSatisfaction

b. Predictors: (Constant), CIVILSTATUS, GENDER, INCOME, AGE

 34

Model Coefficient

Table 3.3 explains the multiple regression which was run to predict level of

satisfaction from age, gender, income and civil status. These variables cannot

significantly predicted level of Satisfaction, F(4, 45) =1.024, p < .0005, R2 = .0.02.

All four variables added is statistically NOT significant to the Level of Satisfaction,

p < .05. Unstandardized coefficients indicate how much the dependent variables

varies with an independent variable when all other independent variables are held

constant. When there is a change in age, the level of satisfaction will be .07% so,

there is no significant relationship between the predictors because it is above point

zero.

Table 3.3 Model Coefficient

Coefficientsa

Unstandardized Standardized 95.0% Confidence Interval

Model Coefficients Coefficients t Sig. for B

Lower Upper

B Std. Error Beta Bound Bound

1 (Constant) 4.586 0.498 9.204 0.000 3.583 5.590

AGE 0.071 0.098 0.151 0.731 0.469 -0.125 0.268

GENDER -0.121 0.155 -0.114 -0.783 0.438 -0.434 0.191

INCOME -0.057 0.052 -0.196 -1.079 0.286 -0.162 0.049

CIVILSTATUS -0.258 0.141 -0.356 -1.833 0.073 -0.542 0.026

a. Dependent Variable: LevelOfSatisfaction

As we can see in gender there’s only .12% change in this level of satisfaction

so, there is no significant relationship between the predictors. When there is one

change in income, there is 0.05% change in level of satisfaction so, there is no

 35

relationship between the predictors. Moreover, the result on table 3.0 supports the

resulting study of Beerli and Martin (2004b), the structural features-age, education,

gender, income status, cultural degree etc.- of tourists were the most important

factor about choosing the region by tourists. The effect of socio-demographic

variables on destination image were subjected by many researchers (Albayrak &

Özkul, 2013).
 CHAPTER IV

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

The following are the major findings of the study:

1. Most of the respondents were those whose ages 31-40 years old. Majority

of the respondents upon the conduct of the study were female, single, and

majority of the respondents with Online Business.

2. The respondents’ level of tourists’ satisfaction in terms of safety and

security, attractiveness, and service quality were all randomly rated and

were all described extremely satisfied as per the 4-point likert scale. This

implied that the respondents in the selected tourist destinations were

generally extremely satisfied to the resort they visited.

3. There is no significant relationship between level of satisfaction in Skyline

Resort and socio - demographic profile of the tourists’. It is because the

age, sex, nationality, source of income and civil status of respondents does

not affect of their level of satisfaction.

 37

Conclusions
Based on the findings, it can be concluded that this study provides information

that can be useful in the tourism industry to improve service quality in Skyline

Resort. Policies should be improved and developed to attract and satisfy tourists’.

Skyline Resort was perceived as an offering good natural scenic beauty, reliable

transportation and accommodation facilities. Many tourists’ professed their

intention of revisiting Skyline Resort in the future. Hence, the researcher proposed

that Skyline Resort be positioned as a travel destination that promised good natural

attractions, amenities and accessibility.

Recommendations

Based on the findings and conclusion in this study, the researcher hereby

recommended the following:

1. The Skyline Resort should develop more amenities to attract more tourist

and visitors in the resort

2. Since the resort is located in a very strategic place for travelers and

passerby, advertisement signage/s are highly recommended to be installed along

the road and in other strategic places near the resort.

3. To entice more tourist/s to visit the resort, a radio or tv advertisement is

highly recommended, featuring the natural beauty of the said place.

4. Safety and security, attractiveness and service quality were all randomly

rated and were all described as very satisfied however the management should

not stop there, they should a quest to excel in this category to achieve a level of
 38

customers’ satisfaction, meaning they should always upgrade and open for

improvement. A customer/s feedback form is much helpful.

5. Upon the result of service quality since it was described as slightly satisfied,

especially to their foods, they should serve it on time and also for the

accommodation they should prepare it well since it was described as less satisfied.

6. Upon the result of safety and security they must provide a convenient

transportation usage for public transport since it was described as agree and also,

they should prepare availability of tourist information since it was described as

agree.

7. Upon the result of attractiveness the local residents must willing to help and

guide the tourists’ going to Skyline Resort since it was described as strongly agree.
 39

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APPENDICES
 45

APPENDIX A. Survey Questionnaire

“THE LEVEL OF TOURISTS’ SATISFACTION IN SKYLINE RESORT IN

PRESIDENT ROXAS NORTH COTABATO”

Instructions: Kindly answer the following questions carefully and please put a
check to the corresponding statements that apply to you.

Part I. Demographic Profile of Respondents

Name: (optional) ____________________________

Age:

12-15 16-20 21-30 31-50

Gender:

Male Female

Nationality:

(Please indicate your Nationality) ____________

Source of Income: ___________

Civil Status:

Single Married Separated Widowed

 46

GENERAL DIRECTIONS: Kindly answer the following questions carefully and

please put a check on the box. Your honest opinion is very important to the

hypothesis of the study.

5 - Extremely Satisfied
4 - Very Satisfied
3- Satisfied
2 - Slightly Satisfied
1 - Dissatisfied

Part II. Level of Tourists Satisfaction

STATEMENTS: 5 4 3 2 1

a. SAFETY AND SECURITY

1. I feel protected of the security and safety as tourist here
in Skyline Resort, President Roxas North Cotabato.

2. The tourism industry in this place is strictly governing the

safety of the visitors/travellers.
3. I am confident as tourist in this place because there is the
availability of tourist information.
4. I admire the locals of President Roxas as they are
protecting the destination reputation of Skyline Resort.

5. There is a convenient transportation usage for public

transport by tourist going to Skyline Resort at President
Roxas.
 47

STATEMENTS: 5 4 3 2 1

b. ATTRACTIVENESS

1. I like the quality of the natural environment of Skyline

Resort.

2. I am amazed how the local residents’ willingness to

help and guide the tourists going to Skyline Resort at
President Roxas.

3. The Skyline Resort are equip with all necessary

facilities such as cottages, shower rooms, toilets,
canteen, parking areas and friendly staff.

4. I get attracted to the natural forest inhabitants such as

birds and monkeys as an added attractions in Skyline
Resort.

5. I love the fresh, cold and truly relaxing atmosphere that

can be felt around in Skyline Resort.

c. SERVICE QUALITY 5 4 3 2 1

1. The foods are serve on time and the accommodation

are prepared well in Skyline Resort.

2. I can say that the overall service quality of Skyline

Resort is satisfactory.

3. There is a prompt service to guest needs while staying

in Skyline Resort.

4. Facilities are well organized, neat and are cleaned all

the time in Skyline Resort.

5. Provision of emergency services like first aid personnel

and medicine in Skyline Resort are provided.

APPENDIX B. Letters
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CURRICULUM VITAE

Name: Ivy Claire B. Flores

Address: Purok Sampaguita, Alibayon Magpet, North Cotabato

Cellphone number: 09065288902

Email: ivyclaireflores.68@gmail.com

Date of Birth: November 13, 1998

Age: 23

Place of Birth: Davao City

Gender: Female

Country of Citizenship: Philippines

Country of Residence: Philippines

Educational Background

Elementary:

Del Pilar Learning Center

Secondary:

Alibayon High School

Tertiary:

KIDAPAWAN DOCTORS COLLEGE INCORPORATED

Ninoy Aquino Road, Kidapawan City

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT