i

EVALUATION OF TOUR GUIDES’ PERFORMANCE TO

THE SATISFACTION OF LOCAL TOURISTS IN

INTRAMUROS, MANILA

A Thesis
Presented to the Faculty of
the College of Hospitality, Tourism,
Business, Accountancy and Management
Bestlink College of the Philippines

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

APRIL MAE N. BALLENTOS

JERYMY CANCERAN
ANGELA FAITH A. GERENA
MAYGIE M. OROCEO
SHAINETTE O. RETONA

November 2022
 ii

APPROVAL SHEET

This thesis entitled EVALUATION OF TOUR GUIDES’

PERFORMANCE TO THE SATISFACTION OF LOCAL TOURIST IN
INTRAMUROS, MANILA prepared and submitted by April Mae N.
Ballentos, Jerymy Canceran, Angela Faith A. Gereña, Maygie M.
Oroceo, and Shainette O. Retona in partial fulfillment of the
requirements for the degree of Bachelor of Science in Tourism
Management, has been examined and is recommended for acceptance
and approval for Pre-Oral Defense.

ROBERT KEVEI L. CRUZ, MAT

Adviser
_________________________________________________________

THESIS REVIEW PANEL

Approved by the Committee on Oral Examination with a grade of 1.25.

EVELYN JOY A. IGNACIO, RN, MAT ARIANNE G. ASTUDILLO, MBA

Member Member

ERNILSON C. CAINDOY, MAIP, RPm

Chairperson

Accepted and approved in partial fulfilment of the requirements for

the degree of Bachelor of Science in Tourism Management.

RYAN M. IGNACIO, Ph. D

Dean, College of Hospitality Tourism, Business, Accountancy,
and Management

Date of Final Defense: November 15, 2022

 iii

ACKNOWLEDGEMENT

The researchers express their sincerest gratitude and appreciation and

profound gratitude to the following individuals who contributed and
extended their support in the preparation of this study to make it
possible:

Dr. Maria M. Vicente, President/ CEO of Bestlink College of

the Philippines, for her generosity and giving opportunities for the
researchers to conduct study;
Ms. Edith M. Vicente, Executive Vice President, for her
genuine concerns and unremitting support to the students of the
institution;

Dr. Charlie I. Cariño, Vice President for Academic Affairs,

whose utmost understanding and support to the goals of the
researchers.

Engr. Diosdado T. Lleno, Vice President for Administration

and Finance, for his moral support, valuable suggestions and
recommendations;

Dr. Ryan M. Ignacio, Dean of College of Hospitality Tourism,

Business, Accountancy and Management, for his honest and
constructive suggestions;

Robert Kevei L. Cruz, Research Adviser, for sharing his

preeminent expertise and knowledge which led to the enhancement of
this study;
 iii

Ernilson C. Caindoy, Chairman, Panel of Examiners, for his

unselfish generosity in sharing his wisdom and expertise;

Joy Evelyn A. Ignacio, Member, Panel of Examiners, for her

unbiased opinion, wisdom and words of encouragement to the
researchers.

Arianne G. Astudillo, Member, Panel of Examiners, for her

detailed advice in correcting the research manuscript, for her insights
and opinions on how to create suitable research.

Respondents, who cooperated and shared their time in

answering the questionnaire, and made it possible to accomplish this
research;

Researchers, who gave their best and put all of their effort as
their dedication and determination to finish this research study.
 iv

DEDICATION

Family

For all the financial and moral support that has enabled the researchers

to triumph all the challenges, especially during the lowest time that

served as their inspiration.

Friends

For encouraging us along the way which extended their help in the midst

of the problems while doing this work that ensured us to do our best to

finish what we started.

Almighty God

We dedicate this research work to our powerful pillar, our Creator,

Almighty God, the source of inspiration, wisdom, knowledge, and

understanding.
 v

ABSTRACT

Title: EVALUATION ON THE TOUR GUIDES’ PERFORMANCE TO

THE SATISFACTION OF THE LOCAL TOURISTS IN INTRAMUROS,
MANILA
Authors: April Mae N. Ballentos
Jerymy Canceran
Angela Faith A. Gereña
Maygie M. Oroceo
Shainette O. Retona

Degree: Bachelor of Science in Tourism Management

Date of Completion: November 2022

This research objective is to evaluate the performance of tour

guides in Intramuros, Manila to the satisfaction of the local tourists there

who hired them and experienced their service. Descriptive was the

research design that used in this study which enabled the researchers to

gather essential data about the current condition in the selected field.

There were 100 respondents in this study, and they were chosen using

the random sampling technique.

From the findings of this study, it reveals that based on the

tour guide’s performance, the respondents agreed that they have

Professional Knowledge as they discuss clear and accurate information

about the place of interest. As to leadership, the respondents also

agreed that the tour guides could lead the tour group well and motivate

them to keep up with the tour. In terms of the Managerial Tasks of tour
 v

guides, the respondents agreed as they were provided with

familiarization with the locality by vehicle or foot. Lastly, the respondents

also agreed that the tour guides they hired have good Communication

Skill because of their delivery of points and messages.

For the level of tourists’ satisfaction, the respondents agreed

in terms of the tour guides Personality and Humor since they are kind

and friendly. The respondents also agreed that the tour guides

possessed Professionalism as they have long patience and aren’t

bothered even tourists asked many questions. On the other hand, the

respondents disagreed about the punctuality of the tour guides since

they poorly followed the schedule of each itinerary. For the Flexibility,

the respondents agreed especially on the tour guides ability to

cooperate with other service staff.

Upon the analyzation of the gathered data using the formula

of Pearson R, it was discovered that the performance of the tour guide

and the satisfaction of the local tourists have a correlation of 0.60 and

are shown to have a strong positive relationship.

As for the problems encountered while evaluating the tour

guide’s performance, majority of the respondents strongly agreed that

the tour guides in Intramuros, Manila has problem on their Organization

Skill, specifically to their time management.

 v

This study recommended that the tour guides should

maintain or enhance their work performance in terms of their

Professional Knowledge, Leadership, Managerial Task, and

Communication Skill. It is important that they give service while

showcasing excellent performance to the tourists. They also must focus

in improving their punctuality as it affects the satisfaction of the local

tourists. They should maintain or enhance their personality and humor,

professionalism, and flexibility. Tour guides should always do their best

when giving their service to the tourists. It is essential to meet the

tourists’ expectations and satisfaction and in order to do that, the tour

guides must perform well in their job. It is also recommended that the

tour guides must improve their performance when it comes to time

management. Following an organized plan is vital in order to have

perfect flow of the tour. They also need to give more energy during the

tour and enhance the tone of their voices during the discussion to have

an engaging tour. Lastly, tour guides should be aware of the latest

guidelines of tour guides’ performance that will help in enhancing their

skills and service. They could use and read the proposed output of this

research entitled “Be a Better Tour Guide: Guidelines for Enhancement

of Tour Guides’ Performance.”

 vi

TABLE OF CONTENTS

Page
TITLE............................................................................................................. i
APPROVAL SHEET................................................................................... ii
ACKNOWLEDGEMENT ........................................................................... iii
DEDICATION .............................................................................................. iv
ABSTRACT .................................................................................................. v
TABLE OF CONTENTS ............................................................................ vi
LIST OF TABLES........................................................................................ vii
LIST OF FIGURES ..................................................................................... viii
LIST OF APPENDICES ............................................................................ ix

Chapter

1 THE PROBLEM AND ITS BACKGROUND

Introduction .......................................................................... 1
Statement of the Problem .................................................. 3
Significance of the Study ................................................... 5
Scope and Delimitation of the Study ............................... 6
Definition of Terms .............................................................. 7

2 REVIEW OF RELATED LITERATURES AND STUDIES

Local Literature .................................................................... 9
Foreign Literature ................................................................ 10
Local Studies ....................................................................... 12
Foreign Studies ................................................................... 13
Relevance of Related Literature and Studies ................. 17
to the Present Study
Paradigm of the Study ........................................................ 19
 vi

3 METHODOLOGY
Research Design ................................................................ 21
Sampling Technique .......................................................... 22
Respondents of the Study ................................................. 22
Instrument Used in the Study ........................................... 22
Construction of the Questionnaire ................................... 23
Validation of the Instrument .............................................. 23
Administration and Retrieval of the Questionnaires ...... 24
Statistical Treatment of Data ............................................ 25

4 PRESENTATION, ANALYSIS, AND INTERPRETATION

OF THE DATA

Demographic Profile of the Respondents ....................... 24

Level of Tour Guides’ Performance.................................. 30
Level of Tourists’ Satisfaction ........................................... 38
Significant Relationship Between Tour Guides’
Performance and Tourist’s Satisfaction............................ 46
Problems Encountered in Evaluating
The Tour Guides’ Performance ........................................ 46

5 SUMMARY OF FINDINGS, CONCLUSIONS, AND

RECCOMMENDATION

Summary of Findings ......................................................... 49

Conclusions ......................................................................... 54
Recommendations .............................................................. 55
 vi

APPENDICES
BIBLIOGRAPHY
CURRICULUM VITAE
 vii

LIST OF TABLES

Table 1.1 Respondents’ Profile as to Age ..................................... 28

Table 1.2 Respondents’ Profile as to Sex ...................................... 29
Table 2.1 Professional Knowledge ................................................. 30
Table 2.2 Leadership ........................................................................ 32
Table 2.3 Managerial Tasks ............................................................. 34
Table 2.4 Communication Skill ........................................................ 36
Table 3.1 Personality and Humor .................................................... 38
Table 3.2 Professionalism ................................................................ 40
Table 3.3 Punctuality ......................................................................... 42
Table 3.4 Flexibility ............................................................................ 44
Table 4 Significant Relationship.................................................... 46
 viii

LIST OF FIGURES

Figure 1 Conceptual Framework ............................................... 19

 ix

LIST OF APPENDICIES
Appendix A Letter Permit to Conduct the Study ................................. 59
Appendix B Letter to the Respondent .................................................. 60
Appendix C Survey Questionnaire ....................................................... 61
Appendix D Certificate of Originality .................................................... 69
Appendix E Certificate of Grammarian ................................................ 70
Appendix F Statistician’s Certificate ..................................................... 71
Appendix G Grammarian’s Curriculum Vitae ....................................... 72
Appendix H Statistician’s Curriculum Vitae 73
 1

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Tourism is now one of the most competitive industries in the globe.

It is one of the pillars of each country’s economy. While it’s growing,

traveling becomes prevalent to different places in the world. People

explore and visit places due to different reasons but mostly for recreation,

education, and business purposes. In visiting some places, it is important

to have someone who will guide them, thus, the role of tour guides come

in.

There are a lot of tourist spots in National Capital Region but

Intramuros is one of the most well-known destinations. It is located at the

heart of Metro Manila and used to be one of the oldest districts in Manila,

Intramuros or the so-called “Walled City” of the country. Sembrano (2018)

stated that Intramuros was named a National Cultural Treasure (NCT) by

the National Museum of the Philippines (NMP) for its outstanding

characteristics that have cultural and historical significance to the country.

Intramuros is an ideal tourist destination because it provides historical and

cultural experiences as well as accessibility. To give even deeper

historical and cultural experiences, there are a lot of tour guides ready to
 2

assist the tourists.

Tour guide is a professional who guides the tourists in a place of

interest while sharing information and background. In line with this,

according to Francis et al. (2019) tour guides have direct contacts with the

visitors and the visited area, they have a variety of roles to play in

response to the expectations of tourism stakeholders, including the

tourists, the destination resources, the local communities, the employers,

the governmental authorities, and the guides themselves.

Tour guides stand as the image of the destination that is why it is

important that they will be able to perform well but there are tourists who

were not satisfied with their performance. There are instances that the tour

guides lack of personality, insufficient knowledge about the place, not

enough confidence, and other issues cause dissatisfaction to the tourists.

And that is not good for the destination, image of the tour guides, and

even to the tourism industry.

Thus, the researchers are determined to conduct this research

with the goal to obtain ideas about the satisfaction of the tourists from the

tour guides performance. Through the gathered ideas and data, the

researchers will analyze it and make guidelines of enhancement for the

 3

performance of the tour guides.

STATEMENT OF THE PROBLEM

This study aimed to evaluate the Tour Guides’ Performance to the

Satisfaction of Local Tourists in Intramuros, Manila.

Specifically, this study sought to answer the following questions:

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

1.1 age; and

1.2 sex?

2. What is the tour guide’s performance in terms of:

2.1 professional knowledge;

2.2 leadership;

2.3 managerial task; and

2.4 communication skill?

3. What is the level of the tourist’s satisfaction to the tour guide’s

performance in terms of:

3.1 personality and humor;

3.2 professionalism;
 4

3.3 punctuality; and

3.4 flexibility?

4. Is there any significant relationship between the performance

of the tour guide and the satisfaction of the tourists?

5. What are the problems encountered in evaluating the tour

guides’ performance to the satisfaction of local tourists in

Intramuros, Manila?

6. How may the findings able to utilize in creating Guidelines for

Enhancement of the Tour Guides Performance?

Hypothesis

The following are the hypotheses of the study based on the

Statement of the Problem.

H1: There is significant relationship between the tour guide’s performance

and the satisfaction of the local tourists in Intramuros, Manila.

H2: There is no significant relationship between the tour guide’s

performance and the satisfaction of the local tourists in Intramuros, Manila.

 5

Significance of the Study

The beneficiaries of the study are the various sectors as follows:

Students. This will help improve the students’ motivation in

building competencies, and it could also help them to be an effective

individual in tour guiding services.

Tourists. This is of great benefit to local tourists to have a positive

experience by evaluating the performance of the tour guides.

Tour Guides. This will benefit and guide them in developing the

service that they will provide to the tourists, with the goal of highly

satisfying them.

School Administrator. This study will motivated them in

organizing activities such as Tour Guiding Competencies, which will help

develop the skills of the tourism students and ensure that they are ready

for the field of work.

Researchers. This helped the researchers gain knowledge about

work performance of tour guides and the satisfaction of tourists.

 6

Future Researchers. This study will serve as a solid reference for

their research and use this as their guide to improve the lacking part of

this study.

Scope and Delimitation

The study aimed to evaluate the Tour Guide’s Performance to the

Satisfaction of Local Tourists in Intramuros, Manila. The respondent of this

study is limited to (100) local tourists who hired tour guides in Intramuros,

Manila.

Definition of Terms

To better understand this study, the researchers operationally

defined the following terms:

Communication Skill is a tour guides’ ability to communicate

clearly and accurately with the tourists.

Enhancement is the improvement of tour guides’ performance to

gain the satisfaction of the tourists which is the goal of this research.

Evaluation is the judgment or assessment of the tour guides

performance done using a survey questionnaire formulated with the Likert

Scale.
 7

Flexibility refers to the trait of tour guide which make them

adaptable when it comes to unexpected incidents and schedule changes

during the tour.

Humor is the fun and playful trait of tour guide during their service.

It makes the experience of the tourists lively and memorable.

Leadership refers to a trait a tour guides that allow them to lead

the tour group effectively and avoid conflicts. This trait enables them to

motivate the group and keep up with the tour.

Managerial task refers to one of the tour guide’s work

performance that includes planning of the itinerary and the arrangements

of the tourists experience during the tour which is essential to make their

experience flawless.

Performance is the act when tour guide give their service to the

tourist like the discussion and the tour.

Punctuality refers to the ability of a tour guide in managing time

competently which is very important to be possessed by a tour guide.

 8

Satisfaction is a fulfillment that the tourists feel when their

expectations are met by the tour guides. To gain it, tour guides should

perform well and give their best to each of the service they do.

Tour Guide is a professional who guides the tourist in a place of

interest while sharing information and background about it.

Tourist is a person who visits a place of interest or destination

and who hired tour guides.

 9

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter deals on the different literature and studies related

to the present study. This principally includes both the foreign and local

literature as well as the local and foreign studies.

Local Literature

Jan (2022), tour guides play a crucial role in the tourist's

expertise at a destination. As a front-line service provider, they left a

lasting impression on the tourist and that is to satisfy them beyond their

expectations. In that way, tourists will be more likely to purchase the

same service because you exceeded their expectations.

According to the Department of Tourism (2021), a tour guide who

knows their stuff refers to knowledgeable people with area qualifications

to lead groups or individual visitors through a particular attraction, activity,

site, or destination for a fee, commission, or any other form of

remuneration.

Potpot (2020), they are an important part of our experience of a

place. They are the difference between a simple day of sightseeing and a

fantastical travel memory.

 10

A tour guide should have something of everything if they want to

be excellent in satisfying a tourist. The tour guide’s primary responsibility

and commitment is to never “mis-guide”, and never give out wrong

information. A tour guide is a person who showcases natural and man-

made assets of tourism in a certain locality. Tour guide should be the

embodiment of a very good character (Zurbito, 2018).

Foreign Literature

The presence of tour guides, according to Aniq et al. (2021), is

one of the most significant components of a travel agency's long-term

success. They are critical in fostering tourist satisfaction and a desire to

return. Tourist’s behavior is influenced by tour guides and tourist

satisfaction, which influences their plans to return and their reputation.

According to Nguya et al. (2021), tourist satisfaction with tour

guiding services is boosted by the tour guide's ability to display

appropriate abilities, perform the promised service, and have adequate

knowledge of the destination.

As stated by Al-Okaily (2021), there is currently no unified

framework for tour guide performance in the tourism literature and offers

an integrated model for tour guide performance based on qualitative

 11

interviews with tour guides, which builds on the current literature on job

performance. A few tour guide specific behaviors were identified and

categorized thematically under these patterns of work performance by

focusing on three areas: task, citizenship, and counterproductive

performance.

According to Mohammad (2019), tour guide performance

influences tourists' sustainable behavior at cultural heritage sites using

structural equation modeling. The performance of tour guides was found

to have substantial direct and indirect implications on visitor sustainability

behavior. Tourist happiness and experience strongly mediates the

association between tour guide performance and long-term visitor

behavior. It adds to our knowledge of the function of tour guides in

increasing visitor appreciation and enjoyment.

In the tourism business, tour guides play an important role. The

performance of a tour guide not only influences a tourist's impressions of

a destination, but it also has a substantial impact on how a travel agency

is rated. (Nien-Te K. 2018).

 12

Local Studies

As studied by Lopez (2021) that one of the strengths of a tour

guide is to provide quality service to tourists and make sure to satisfy

them in all they do. Tourist satisfaction has a huge impact on increasing

tourism destination competitiveness in the current globalization conditions.

The most important factor in the tour guiding business is to know what

things tourists want the most in order to be able to give them the best

quality of a tour that satisfies them and that helps the tourism market

grow.

As mentioned by Erana et al. (2021) that tour guides are frontline

employees in the tourism industry who play a significant role in

introducing destinations. Tour guiding services are the main component

of tour services offered by tourism companies. Tour guides can give

quality service to tourists who are not only necessary for business

success but also helps to improve the image of the destination.

A tour guide is an individual who leads groups of tourists around

a town, museum, or other tourist attraction. The tour guide provides

correct and accurate information on the features, events, history, and

 13

navigational location. It is therefore given that they must have broad

knowledge of the destination (Cruz, 2019).

Foreign Studies

According to Huang, S. et al. (2020) tour guide performance

significantly impacts behavioral intention and results show that tourists

will be satisfied with the services generated when tour guides give a good

performance in doing their job. He also added that customers with high

levels of satisfaction have an enormous impact on their revisit intention,

and positive word of mouth will also recommend those destinations to

others. Once the customer is satisfied with the service provided, the

customer will be more likely to purchase the service again and again

creating a positive word of mouth and exhibiting destination loyalty more

deeply rooted in the tourism industry.

As proposed by Weiler and Ham (2019) tour guide creates a

memorable experience for the tourist. Moreover, they also need to

compete with other tour guides in terms of their performance to fulfill the

tourists' needs to be aware of the tourist experience during the tour in

order to implement certain services for the visitors and their continuous
 14

training needs to acquire the latest knowledge and to respond to tourists’

needs and desires.

According to Alazaizeh et al. (2019), tour guide performance

significantly impacts the relationship between tourist satisfaction and

behavioral intention. An excellent service provided by a tour guide will

create positive word of mouth marketing and will also build destination

loyalty toward tourists. Tour guides also play an essential role as frontline

workers in contributing to and improving customer experiences in the

tourism sector. Additionally, tour guides act as tour leaders, pathfinders,

storytellers, and mentors for visiting tourists and are major players in

maintaining the sustainable operation of travel agencies in the industry.

According to a study proposed by Wang (2018) excellent service

quality will directly lead to tourist or customer satisfaction, providing good

packages and knowledgeable tourist guides. By providing quality service,

loyalty will automatically be achieved.

As mentioned by Frleta & Jurdana (2018) it will have a positive

impact on your product or services including positive word of mouth,

repurchasing products and showing loyalty towards your products and

services. Satisfied tourists will also stimulate future visiting intentions with
 15

the appropriate skills, knowledge, and right attitude, and tourist’s

satisfaction will be met.

As mentioned by Kuo et al. (2018) that most tourists were not

satisfied with tour guides’ performance in terms of their skills, including

communicating with foreign tourists and the lack of knowledge about

history while guiding them.

A study conducted by Çetı˙nkaya and Öter (2020) reported that

the lack of personality shown by the tour guides affects the tourists'

satisfaction and, in turn, will adversely affect their behavioral intention.

A study conducted by Kuo et al. (2019) shows that customer

satisfaction is a response to customer products and services. However,

satisfying tourists is not that easy because satisfaction is a subjective

behavioral element. He added that an unsatisfied customer will only lead

to negative word of mouth and disloyalty towards your service as a tour

guide. Understanding the factors that influence tourist satisfaction is

crucial since tourist satisfaction is becoming one of the most important

topics in the tourism sector. While tourists who experience a good quality

of service will display encouraging future behavior such as favorable

word of mouth, repurchasing, or recommending the product or service to

 16

others. To ensure tourist satisfaction is achieved, most travel operators

need to make concerted efforts to improve their staff competencies and

establish good relationships with their customers.

Relevance of Related Literature and Studies to The Present Study

As mentioned by Jan (2022), tour guides play a crucial role in the

tourist's expertise at a destination. As a front-line service provider, they

left a lasting impression on the tourist and that is to satisfy them beyond

their expectations. In that way, tourists will be more likely to purchase the

same service because you exceeded their expectations.

Nguya et al. (2021) stated that tourist satisfaction with tour

guiding services is boosted by the tour guide's ability to display

appropriate abilities, perform the promised service, and have adequate

knowledge of the destination.

Erana et al. (2021) that tour guides are frontline employees in the

tourism industry who play a significant role in introducing destinations.

Tour guides can give quality service to tourists who are not only

necessary for business success but also helps to improve the image of

the destination.
 17

A study by Çetı˙nkaya and Öter (2020) reported that the lack of

personality shown by the tour guides affects the tourists' satisfaction and,

in turn, will adversely affect their behavioral intention.

Therefore, tour guides are the face of tourism because they are

the ones that interact with tourists and give services. It claims that a lack

of personality impacts the enjoyment of tourists that is why it is critical for

them to be knowledgeable about the places, to provide exceptional

service, and to have excellent communication skills in order to satisfy the

tourists. Based on the mentioned claims, there is a relationship between

the tour guide's performance and the satisfaction of the tourists.

 18

Feedback

Figure 1 Conceptual Framework

 19

First, the input of this research involved the demographic profile of

the respondents that were gathered by the researchers that consisted of

age and sex. It also involved the level of the tour guide’s performance and

the level of satisfaction of the local tourists in Intramuros, Manila. It also

contained the problems encountered in evaluating the tour guides

performance to the satisfaction of local tourists in Intramuros Manila.

Then the process of this study included the formulation of the

survey questionnaires, the validation of the research instrument, the

administration of the questionnaires, and the statistical analysis and

interpretation of data.

Lastly, the output which was the creation of the Guidelines for the

Enhancement of the Tour Guides Performance that will help them upgrade

their service in their field of work.

 20

Chapter 3
RESEARCH METHODOLOGY

This chapter outlines the procedure and strategies that were

used to collect and analyze data. It discusses the research design,

respondents of the study, sampling technique, instrument used in the

study, validation of the instrument, administration and retrieval of the

questionnaire, and the statistical treatment of data.

Research Design

This research will use descriptive research design. According to

McCombes, S. (2020), descriptive research aims to characterize

population, circumstance, or phenomenon in a methodical and precise

manner. It can answer queries like “what”, “where”, “when”, and “how”,

but not “why”. It can explore one or more variables using several

research approaches.

This research design was used since it is the most appropriate

research design for this study in terms of collecting the needed data, as

well as in analyzing it. This method will be used to determine the

characteristics, preferences, or beliefs of the respondents.

 21

Sampling Technique

Random Sampling is the sampling technique that was used in this

study. According to Cherry K., (2021), a random sample is a selection of

people chosen randomly by researchers to answer the questions that will

represent an entire group as a whole.

The researchers used random sampling technique to select 100

respondents needed for this study because it provides the best

opportunity of assembling an unbiased sample that is truly representative

of a whole group.

Respondents of The Study

The selected respondents of this study are limited to (100) local

tourists who hired Tour guides in Intramuros, Manila and they were

chosen using the random sampling technique.

Instrument Used in the Study

The instrument utilized by the researchers in this study to gather

data was the survey questionnaire.

Construction Of The Questionnaire

The researchers read some sample questions, books, thesis,

internet, and dissertations to form an idea to be applied in the survey

 22

questionnaire. Then, the instrument was presented to their adviser, who

in turn, suggested some changes and corrections. The researchers

considered all the corrections until it became the final instrument.

The survey questionnaire was constructed based on the statement of

the problem. The survey questionnaire consists of four (4) parts. Part 1,

it consisted the profile of respondents in terms of name, age, and sex,

Part 2, it identified the rating of the local tourists in the level of the tour

guide’s performance. Part 3, identified the rating in the level of the local

tourists’ satisfaction. Part 4, consisted of the problems encountered in

evaluating the tour guides performance to the satisfaction of local tourists

in Intramurals, Manila.

Validation of the Instrument

To validate the survey questionnaire, the researchers requested

from (10) local tourists who are not included in the total number of

respondents to see and answer in the said instrument. This was to

determine whether the instrument is reliable or if it needs revisions. The

adviser checked all the queries and suggestions enclosed and the

researchers ensured that every piece of advice was considered for the

improvement of the said tool.

 23

Administration and Retrieval Of Questionnaire

The researchers sought permission from the Program Head of

Bachelor of Science in Tourism Management to conduct the study. After

the permit has been approved, the researchers went to Intramuros,

Manila to personally administer the questionnaire to the 50 local tourists

there who hired tourists. The other 50 was conducted through the Google

form which was disseminated online. The researchers expected 100

percent retrieval of the questionnaire to make sure that the study was

valid and reliable.

Any information or data that were gathered from the survey

questionnaire were treated with utmost confidentiality.

Statistical Treatment of Data

The researchers used the following formulas to interpret the table

containing the data

1. Frequency and Percentage

The frequency distribution was the itemized summary of

responses for each question based on categories established in the study

or based on the set of replies pre-establish in the questionnaires.

Percentage distribution summary was the itemized summation of the

percentage of the frequency of response for each question based on the

 24

arithmetical percentage of the frequency distribution to the total number

of responses.

This was used in addressing statement of the problem no.1

2. Weighted Mean

Weighted mean was used to determine the sum of all

numbers of responses out of the total number of respondents. This

was used in addressing statement of the problem no.2 and 3.

Where:
X = Computed mean

ΣFX = the sum of the product of the frequency and assigned

point

Σn = the total number of respondents

 25

3. Ranking

This was used to reinforce the description of percentage and

weighted mean to determine the positional importance of items or

subjects analyzed.

4. Pearson correlation coefficient formula:

Where:

N = the number of pairs of scores

Σxy = the sum of the products of paired scores

Σx = the sum of x scores

Σy = the sum of y scores

Σx2 = the sum of squared x scores

Σy2 = the sum of squared y scores

5. Likert Scale

A Likert Scale is one dimensional that the researchers use

to collect respondents’ attitudes and opinions. It’s a standard

 26

classification format for studies. This scale ranges from group general

topics to most specific ones.

SCALE WEIGHTED MEAN VERBAL INTERPRETATION

5 4.50 – 5.00 Strongly Agree

4 3.50 – 4.49 Agree

3 2.50 – 3.49 Neutral

2 1.50 – 2.49 Disagree

1 1.00 – 1.49 Strongly Disagree

 27

Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter deals on the presentation, analysis, and

interpretation of data. The data presented in tables, analyzed, and

interpreted using the descriptive rating of data.

1. What is the respondents’ profile in terms of:

Table 1.1
Respondents profile as to Age
Age Frequency Percentage Ranking
12-18 years old 22 22% 2
19-31 years old 61 61% 1
32-59 years old 17 17% 3
Total 100 100%

Table 1.1 shows the frequency and percentage of the respondent’s

profile as to age. In 19-31 years shows the frequency of 61 and

percentage of 61%, while the range of 12-18 years old shows a frequency

of 22 and percentage of 22%, then the 32-59 years old shows a frequency

of 17 and percentage of 17%.

 28

Table 1.2
Respondents Profile as to Sex
Gender Frequency Percentage Ranking

Male 29 29% 2

Female 71 71% 1
Total 100 100%

Table 1.2 shows the frequency and percentage of Respondent’s

Profile as to Sex. The female shows a frequency of 71 and a percentage

of 71% while the male shows a frequency of 29 and a percentage of 29%.

Thus, this means that the highest number of respondents comes from

female.
 29

2. What are the level of tour guides performance in terms of:

Table 2.1
Professional Knowledge
Mean Description Ranking
score
Clear and accurate
discussion of information 4.56 Strongly Agree 1

about the place of interest.

Can exchange high quality

information that may fulfill the 4.44 Agree 4

tourists’ quest for new

knowledge experience.
Provide education, historical 3
details, and cultural insight to 4.49 Agree

tourist.
Tour guide presents clear
and objective information to 4.4 Agree 5

address such queries.

Prepare to discuss 4.54 Strongly Agree 2
knowledge about the area of
tour.
Total 4.49 Agree

Table 2.1 shows the mean score, description, and ranking of

Professional Knowledge. Clear and accurate discussion of information

 30

about the place of interest shows a mean score of 4.56 and the highest

ranking of 1 with the description of Strongly Agree. Prepare to discuss

knowledge about the area of tour shows a mean score of 4.54 and the

second highest ranking with the description of Strongly Agree. Provide

education, historical details, and cultural insight to tourist shows a mean

score of 4.49 and the third highest ranking with the description of Agree.

Can exchange high quality information that may fulfill the tourists’ quest

for new knowledge and experience shows a mean score of 4.44 and

the fourth highest ranking with the description of Agree. Tour guide

presents clear and objective information to address such queries shows

a mean score of 4.4 and the fifth highest ranking with the description of

Agree. This table shows that Professional Knowledge has a total mean

score of 4.49 with the description Agree.

As studied by Al-Okaily (2021), professionalism entails knowledge

mastery, which reflects the tour guide's acquisition of career-

related information from various fields that can enlighten and result to

satisfying tour narratives. It also includes the tour guide's willingness to

communicate and share high-quality information that may assist the

tourist fulfill his or her quest for new information experiences.

 31

Table 2.2
Leadership
Mean Descriptio Ranking
Score n

Make sure that everyone 4.3 Agree 4

follows the tour rule.

Gives clear instructions. 4.31 Agree 2

Good at decision-making. 4.29 Agree 3

Motivate the tourists to 4.39 Agree 1

keep up with the tour.

Acts with integrity and 4.01 Agree 5

honesty.

Total 4.26 Agree

Table 2.2 shows the mean score, description, and ranking of

Leadership. Motivate the tourists to keep up with the tour shows a mean

score of 4.39 and the first highest ranking with the description of Agree.

Gives clear instruction shows a mean score of 4.31 and the second highest

ranking with the description of Agree. Good at decision-making shows a

mean score of 4.29 and the third highest ranking with the description of
 32

Agree. Make sure that everyone follows the tour rule shows a mean score of

4.3 and the fourth highest ranking with the description of Agree. Acts with

honesty and integrity shows a mean score of 4.01 and the fifth highest

ranking with the description of Agree. This table shows that Leadership has

a total mean score of 4.26 with the description of Agree.

Al-Okaily (2021) also mentioned that on order to manage tourists

and the tours, tour guides must act as leaders. They must ensure that

everyone follows the tour rules to avoid any potential problems; for example,

if a tourist continues to hold up the group, this can cause conflict among the

tour member.

Table 2.3
Managerial Tasks
Mean Description Ranking
score

Familiarize tourists with the

locality by vehicle or foot. 4.28 Agree 1

Planned historical spots to

visit chronologically. 4.27 Agree 2

Ensured that the group

remains safe and together all 4.26 Agree 3
 33

the time.

Well prepared tourist

experienced. 3.96 Agree 4

Manage time accurately for a

perfect flow of the tour. 3.84 Agree 5

Total
4.12 Agree

Table 2.3 shows the mean score, description, and ranking of

Managerial Task. Familiarize tourists with the locality by vehicle or foot

shows a mean score of 4.28 and the first highest ranking with the description

of Agree. Planned historical spots to visit chronologically shows a mean

score of 4.27 and the second highest ranking with the description of Agree.

Ensured that the group remains safe and together all the time shows a mean

score of 4.26 and the third highest ranking with the description of Agree.

Well prepared tourist experienced shows a mean score of 3.96 and the

fourth highest ranking with the description of Agree. Manage time accurately

for a perfect flow of the tour. shows a mean score of 3.84 and the fifth

highest ranking with the description of Agree. This table shows that

Managerial Task has a total mean score of 4.12 with the description of Agree.
 34

As also mentioned by Al-Okaily (2021), tour guides' extensive core duties

included organizational tasks centered on the flow of tour events and their

time coordination. This included coordinating tour accommodations such as

checking in and out of restaurants and hotels as well as arranging tourists'

experiences during their visit in the destinations. (e.g., sightseeing).

Monitoring was also described as a continuous process of recognizing tour

activities in order to track a visit's progress in achieving a desired destination

experience. The goal was to give tourists and related service providers with

relevant data on the progress or delay of itinerary schedules, so that any

unexpected tour failings could be addressed quickly.

Table 2.4
Communication Skill
Mean Description Ranking
score
Speaks clearly when 4.25 Agree 3
discussing information.
Information shared by the
tour guide about the place of 4.18 Agree 4
interest.
The engagement between 4.26 Agree 2
the tour guide and the
tourist.
 35

Quick response of the tour 4.13 Agree 5

guides to their questions
The delivery of the tour 4.27 Agree 1
guides points and messages.
Total 4.22 Agree

Table 2.4 shows the mean score, description, and ranking of

Communication. The delivery of the tour guides points and messages shows

a mean score of 4.27 and the first highest ranking with the description of

Agree. The engagement between the tour guide and the tourist shows a

mean score of 4.26 and the second highest ranking with the description of

Agree. Speaks clearly when discussing information shows a mean score of

4.25 and the third highest ranking with the description of Agree. Information

shared by the tour guide about the place of interest shows a mean score of

4.18 and the fourth highest ranking with the description of Agree. Quick

response of the tour guides to their questions shows a mean score of 4.13

and the fifth highest ranking with the description of Agree. This table shows

Communication has a total mean score of 4.22 with the description of Agree.

As mentioned by Al-Okaily (2021), communication skill could be

defined as the capability of a tour guide to communicate information in a

clear and coherent manner. The essence of the profession requires tour
 36

guides to interact with a wide range of people on a daily basis for a variety of

reasons, including presentations, interpretation, persuasion, and relationship

building. Tour guide proficiency, particularly in verbal and nonverbal

communication, thus emerged to be a precondition for successfully

commanding attention and achieving a wide range of guiding purposes.

3. What are the level of tourist satisfaction in terms of:

Table 3.1
Personality and Humor
Mean Description Ranking
Score

They are happy and 4.22 Agree 5

cheerful to discuss the
history of the place.
Kind and friendly. 4.32 Agree 1

Quickly gives response for 4.23 Agree 4

tourist if there’s anything
wrong.
They are confident to 4.27 Agree 2
answer the questions.

They have the ability to 4.25 Agree 3

make tourists laugh and
engage to the topic.
 37

Total 4.26 Agree

Table 3.1 shows the mean score, description, and ranking of

Personality and Humor. Kind and friendly shows a mean score of 4.22 and

the first highest ranking with the description of Agree. They are confident to

answer the questions. Shows a mean score of 4.27 and the second highest

ranking with the description of Agree. They have the ability to make tourists

laugh and engage to the topic shows a mean score of 4.25 and the third

highest ranking with the description of Agree. Quickly gives response for

tourist if there’s anything wrong shows a mean score of 4.23 and the fourth

highest ranking with the description of Agree. They are happy and cheerful

to discuss the history of the place shows a mean score of 4.22 and the fifth

highest ranking with the description of Agree. This table shows Personality

and Humor has a total mean score of 4.26 with the description of Agree. As

explained by Pabel and Pearce (2018), tour guides who incorporate humor

into their tourism experiences can satisfy tourists' desire for fun and

playfulness as positive affective events in group tours. For instance, lively

tour guide interpretations that cater to visitors' desire for engaging

experiences can make battlefield tourism more enjoyable for visitors. As a

result, tour guide humor that is in line with tourists' goals may cause them to
 38

feel good. Additionally, as travelers continue to have amusing affective

experiences, the positive feelings they initially felt at a destination will be

continually reinforced. As a result, the proximal variable of tour guide humor

is probably positive emotion.

Table 3.2
Professionalism

Mean Description Ranking

score
They are presentable and 3.9 Neutral 5
well-groomed.
They are courteous and 4.25 Agree 3
address the tourists
respectfully.
Very careful to the 4.26 Agree 2
sensitivity of the tourists.
Can maintain their 4.19 Agree 4
composure even under
pressure.
Have long patience and 4.28 Agree 1
aren’t bothered even they
are many questions asked.
Total 4.18 Agree
 39

Table 3.2 shows the mean score, description, and ranking of

Professionalism. Have long patience and aren’t bothered even there are

many questions asked. shows a mean score of 4.28 and the first highest

ranking with the description of Agree. Very careful to the sensitivity of the

tourists shows a mean score of 4.26 and the second highest ranking with the

description of Agree. They are courteous and address the tourists

respectfully shows a mean score of 4.25 and the third highest ranking with

the description of Agree. Can maintain their composure even under pressure

shows a mean score of 4.19 and the fourth highest ranking with the

description of Agree. They are presentable and well-groomed shows a mean

score of 3.9 and the fifth highest ranking with the description of Neutral. This

table shows Professionalism has a total mean score of 4.18 with the

description of Agree.

According to Ap and Wong (2020), one of the important front-line

participants in the tourist sector is the tour guide. They have the power to

turn a tourist's visit from a tour into an experience by their understanding and

interpretation of a destination's attractions and culture, as well as through

their communication and service skills. Given how fiercely destinations

compete for tourists, service professionalism has become a high priority. The

tourism sector is a distinctly service-based one that places a strong priority

 40

on providing top-notch services. Since there were matters with tour guides'

varying levels of professionalism.

Table 3.3
Punctuality
Mean Description Ranking
score
They have the ability to competently
manage time and responsibility treat 1.53 Disagree 5
each task set for oneself.
Tour guides can fulfill any promises
and contracts at a strictly appointed 2.03 Disagree 2
time.
Responsible for tourists and their 1.78 Disagree 4
own time.
Follow a schedule from itinerary with 2.32 Disagree 1
various time frame.
Have organizational skills to be able 1.94 Disagree 3
to run through the structure for each
tour in advance.
Total 1.92 Disagree

Table 3.3 shows the mean score, description, and ranking of

Punctuality. Follow a schedule from itinerary with various time frame shows

a mean score of 2.32 and the first highest ranking with the description of
 41

Disagree. Tour guides can fulfill any promises and contracts at a strictly

appointed time shows a mean score of 2.03 and the second highest ranking

with the description of Disagree. Have organizational skills to be able to run

through the structure for each tour in advance shows a mean score of 1.94

and the third highest ranking with the description of Disagree. Responsible

for tourists and their own time shows a mean score of 1.78 and the fourth

highest ranking with the description of Disagree. They have the ability to

competently manage time and responsibility treat each task set for oneself

shows a mean score of 1.53 and the fifth highest ranking with the description

of Disagree. This table shows Punctuality has a total mean score of 1.92

with the description of Disagree.

As mentioned by Gray (2022), Punctuality is required in order to have

guests at places of interest at set times. They typically adhere to a timetable

based on an itinerary. Your tour guide must make specific time allocations

for these time frames and assist guests in arriving on time. Not only

punctuality is vital for reaching tour destinations, but guests are likely to have

different plans for the day. Respecting the time of others in the group is

encouraged.
 42

Table 3.4
Flexibility
Mean Description Ranking
score
Ability to cope up with 4.2 Agree 4
unexpected urgent incidents.
Capable of solving problems
and conflicts emerged from tour 4.24 Agree 2
arrangements.
Accessible whenever 4.22 Agree 3
customers’ needs them.
They are able to cooperate with 4.54 Strongly 1
other service staff. Agree
They are able to generate
rapport among tour group 4.22 Agree 3
members.
Total 4.28 Agree

Table 3.4 shows the mean score, description, and ranking of

Flexibility. They are able to cooperate with other service staff shows a mean

score of 4.54 and the first highest ranking with the description of Strongly

Agree. Capable of solving problems and conflicts emerged from tour

arrangements. shows a mean score of 4.24 and the second highest ranking

with the description of Agree. Accessible whenever customers need them

 43

shows a mean score of 4.22 and the third highest ranking with the

description of Agree. They are able to generate rapport among tour group

members shows a mean score of 4.22 and the highest ranking with the

description of Agree. Ability to cope up with unexpected urgent incidents

shows a mean score of 4.2 and the fourth highest ranking with the

description of Agree. This table shows Flexibility has a total mean score of

4.28 with the description of Agree.

As mentioned by Grayline (2022), at times, tour guides will need to go

with the flow. They may need to use various approaches based on the

audience they will be entertaining. A flexible approach to a situation can

make a good tour even better. Excellent tour guides are adjustable when it

comes to unexpected issues and schedule changes. Not only is flexibility

necessary for situations that arise, but it’s also crucial for the people that

come. Being flexible with demanding personalities or people who prefer to

go against the flow will probably happen. Putting up with a few demands

might be necessary to keep the time together positive and enjoyable.

 44

4. Is there any significant relationship between the performance of the

tour guide and the satisfaction of the tourists?
Table 4
Pearson r Interpretation

Overall satisfaction
0.601575641 Strong Positive relationship
Overall loyalty

According to table 4, the performance of the tour guide and the

satisfaction of the local tourists have a correlation of 0.60 and are shown to
have a strong positive relationship.

5. What are the problems encountered in evaluating the

performance of the tour guide in Intramurals, Manila in
terms of;
Table 5
Ranking

Knowledge- Not familiar about the place 5

of interest.
Communicative style- Words are unclear 6
and audible.
Energy- Impotent in introducing a place. 2

Tone- The voice and intonation are not 3

engaging.
 45

Enthusiasm- Tour guide seems 8

uninterested of what they are doing.
Behavior- His/she’s body language 10
makes the tourist uncomfortable.
Organization Skill- Lack of time 1
management.
Self-esteem- Lack of confidence in 7
showcasing the destination to the
tourists.
Seasonality- The guidance profession is 9
deeply affected by natural disasters and
epidemics.
Technological Role- Tourists use digital 4
interpretation instead of guides.
Total 3.50

Table 5 shows the mean score and ranking of Problems Encountered

in Evaluating Tour Guides Performance to the Satisfaction of Local Tourists

in Intramuros, Manila. Organization Skill- Lack of time management shows a

mean score of 4.96 and the first highest ranking. Energy- Impotent in

introducing a place shows a mean score of 4.95 and the second highest

ranking. Tone- The voice and intonation are not engaging shows a mean

score of 4.90 and the third highest ranking. Technological Role- Tourists use

digital interpretation instead of guides shows a mean score of 4.48 and the
 46

fourth highest ranking. Knowledge- Not familiar about the place of interest a

mean score of 3.45 and the fifth highest ranking. Communicative style-

Words are unclear and audible shows a mean score of 2.48 and the sixth

highest ranking. Self-esteem- Lack of confidence in showcasing the

destination to the tourists shows a mean score of 2.48 and the seventh

highest ranking. Enthusiasm- Tour guide seems uninterested of what he/she

doing shows a mean score of 2.47 and the eighth highest ranking.

Seasonality- The guidance profession is deeply affected by natural disasters

and epidemics shows a mean score of 2.46 and the ninth highest ranking.

Behavior- their body language makes the tourist uncomfortable shows a

mean score of 2.42 and the tenth highest ranking. The table shows

Problems Encountered has a total mean score of 3.50.

 47

Chapter 5

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

This chapter sought to give the summary of findings based on the

analysis employed in the previous chapter, conclusion from the interpretation
of the data as well as the recommendation.

Summary of Findings

Based to the gathered data, the researchers came up with the

following findings:

1. Profile of the Respondents

1.1 Sixty – one or 61% belong to the group of age 19-31 years old, twenty
– two or 22% belong to the group of age 12-18 years old and seventeen or
17% belong to the group of age 32-59 years old;

1.2 Seventy – one or 71% of the respondent are female while twenty –
nine or 29% of the respondents are male.

2. What are the level of tour guides performance in terms of:

2.1 Professional Knowledge, the first three ranks are:

a) Clear and accurate discussion of information about the place of

interest shows a mean score of 4.56 with the description of strongly agree;
 48

b) Prepare to discuss knowledge about the area of tour shows a mean

score of 4.54 with the description of Strongly Agree;

c) Provide education, historical details, and cultural insight to tourist

shows a mean score of 4.49 with the description of Agree.

2.2 Leadership, the first three ranks are:

a) Motivate the tourists to keep up with the tour shows a mean score of
4.39 with the description of Agree;

b) Gives clear instruction shows a mean score of 4.31 with the

description of Agree;

c) Good at decision-making shows a mean score of 4.29 with the

description of Agree.

2.3 Managerial Tasks, the first three ranks are:

a) Familiarize tourists with the locality by vehicle or foot shows a mean

score of 4.28 with the description of Agree;

b) Planned historical spots to visit chronologically shows a mean score

of 4.27 with the description of Agree;

c) Ensured that the group remains safe and together all the time shows
a mean score of 4.26 with the description of Agree.
 49

2.4 Communication Skill, the first three ranks are:

a) The delivery of the tour guides points and messages shows a mean
score of 4.27 with the description of Agree;

b) The engagement between the tour guide and the tourist shows a
mean score of 4.26 with the description of Agree;

c) Speaks clearly when discussing information shows a mean score of

4.25 with the description of Agree.

3. What are the level of tourist satisfaction in terms of:

3.1 Personality and Humor, the first three ranks are:

a) Kind and friendly shows a mean score of 4.22 with the description of
Agree;

b) They are confident to answer the questions. shows a mean score of

4.27 with the description of Agree;

c) They have the ability to make tourists laugh and engage to the topic
shows a mean score of 4.25 with the description of Agree.

3.2 Professionalism, the first three ranks are:

a) Have long patience and aren’t bothered even there are many
questions asked. shows a mean score of 4.28 with the description of Agree;

b) Very careful to the sensitivity of the tourists shows a mean score of

4.26 with the description of Agree;
 50

c) They are courteous and address the tourists respectfully shows a

mean score of 4.25 with the description of Agree.

3.3 Punctuality, the first three ranks are:

a) Follow a schedule from itinerary with various time frame shows a

mean score of 2.32 with the description of Disagree;

b) Tour guides can fulfill any promises and contracts at a strictly

appointed time show a mean score of 2.03 with the description of Disagree;

c) Have organizational skills to be able to run through the structure for

each tour in advance shows a mean score of 1.94 with the description of
Disagree.

3.4 Flexibility, the first three ranks are:

a) They are able to cooperate with other service staff shows a mean
score of 4.54 with the description of Strongly Agree;

b) Capable of solving problems and conflicts emerged from tour

arrangements shows a mean score of 4.24 with the description of Agree;

c) Accessible whenever customers need them shows a mean score of

4.22 with the description of Agree.

4. The performance of the tour guide and the satisfaction of the tourists

have a significant, strong positive relationship. This means satisfaction of the

tourists rises, so will the tour guide, and vice versa.

 51

5. What are the problems encountered in evaluating the performance of the

tour guide in Intramuros, Manila in terms of:

a) Organization Skill- Lack of time management shows a mean

score of 4.96 with the description of Strongly Agree;

b) Energy- Impotent in introducing a place shows a mean score of

4.95 with the description of Strongly Agree;

c) Tone- The voice and intonation are not engaging shows a mean

score of 4.90 with the description of Strongly Agree.

Conclusion

Based on the summary and findings, the researchers concluded

the following:

1. The respondents profile shows a majority in the ages 19-31 years

old. It shows that most of the local tourist respondents are young adults. The

respondents profile also shows that the majority of the respondents are

female with highest percentage of 71%.

2. The tour guides in Intramuros, Manila showed good work

performance based on the positive rating that they received from the
 52

respondents. They have professional knowledge, sense of leadership, good

managerial task, and excellent communication skill.

3. The local tourists in Intramuros, Manila were satisfied with the tour

guides’ personality and humor, flexibility, and professionalism. On the other

hand, the punctuality of the tour guides there is not satisfying for the local

tourists.

4. There is a significant relationship between the tour guide’s

performance and the satisfaction of local tourists. They have a strong

positive relationship and it means that the better the tour guide’s

performance is, the higher the tourists’ satisfactions are.

5. There are problems encountered while evaluating the tour guides

in Intramuros, Manila. Based on the results, a lot of the respondents

experienced that a lot of tour guides there lack in time management, lack in

energy during the tour, and their tone when discussing were not engaging.

6. The findings showed the areas of tour guides’ performance that

needed the enhancement to meet the satisfaction of the tourists. It was then

utilized as the basis of the creation of the brochure containing guidelines for

enhancement of tour guides’ performance.

 53

Recommendations

Based on the summary of findings and the conclusions, the researchers

formulated the following recommendations:

1. Tour guides should keep their good performance to both sex and

all age range of their tourists that are part of the tour group.

2. The tour guides should maintain or enhance their work

performance in terms of their Professional Knowledge, Leadership,

Managerial Task, and Communication Skill. It is important that they give

service while showcasing excellent performance to the tourists.

3. Tour guides must focus in improving their punctuality as it affects

the satisfaction of the local tourists. They should maintain or enhance their

personality and humor, professionalism, and flexibility.

4. Tour guides should always do their best when giving their service

to the tourists. It is essential to meet the tourists’ expectations and

satisfaction and in order to do that, the tour guides must perform well in their

job.

5. The tour guides must improve their performance when it comes to

time management. Following an organized plan is vital in order to have

 54

perfect flow of the tour. They also need to give more energy during the tour

and enhance the tone of their voices during the discussion to have an

engaging tour.

6. Tour guides should be aware of the latest guidelines of tour

guides’ performance that will help in enhancing their skills and service. They

could use and read the proposed output of this research entitled “Be a Better

Tour Guide: Guidelines for Enhancement of Tour Guides’ Performance.”

 55

Proposed Output

The researchers made guidelines to give guidance and tips to the tour

guides about the enhancement of their performance as they give service to

the tourists which will be helpful to both sides. This output has important tips

based on the gathered and analyzed data from this study.

56
 57

APPENDIX A

Letter to Conduct this Study

RUBY D. ODULIO, Ph. D

BSTM, Program Head
BESTLINK COLLEGE OF THE PHILIPPINES
1017 Brgy. Kaligayahan, Quirino Highway, Novaliches, Quezon

Madam:

Good day!

We have the honor to request from your good office we, researchers
be allowed to conduct a research study.We are currently enrolled at the
BESTLINK COLLEGE OF THE PHILIPPINES taking up Bachelor of Science
in Tourism Management this Academic Year 2022 – 2023. As a requirement
in the said program, we are conducting a study, EVALUATION OF TOUR
GUIDES PERFORMANCE TO THE SATISFACTION OF LOCAL
TOURISTS IN INTRAMUROS, MANILA. Furthermore, may we request
permission to distribute survey questionnaire to selected Local Tourists as
respondents of the study. The result of which will be treated with utmost
confidentiality. We hope that this will merit your kind attention and favorable
response.

Thank you for your kindness and support

The Researchers
Approved:

RUBY D. ODULIO, Ph.D.

BSTM, Program Head
 58

APPENDIX B

Letter to the Respondents

Dear Respondents,

You have chosen as one of the respondents of the study titled,

“EVALUATION OF TOUR GUIDES PERFORMANCE TO THE
SATISFACTION OF LOCAL TOURISTS IN INTRAMUROS, MANILA”. This
questionnaire is data gathering tool that aims to determine the Tour Guides
Performance during the Academic Year 2022-2023. Please answer all the
items confidently. Rest assured that all the data gathered will be kept
confidential and will only be used for the purpose of the present study.

Thank you very much and God bless you!

 59

APPENDIX C

Survey Questionnaire

1. Respondents Profile
1.1 Age
12-18
19-31
32-59

1.2 Sex
Male
Female

Scale Verbal Interpretation

5 Strongly Agree (SA)
4 Agree (A)
3 Neutral (N)
2 Disagree (D)
1 Strongly Disagree (SD)
 60

1. What are the level of tour guides performance in terms of:

SA A N D SD
Professional Knowledge
(5) (4) (3) (2) (1)
Discusses accurate information that is
worth and valuable.
Can exchange high quality information
that may fulfill the tourists’ quest for new
knowledge experience.
Provide education, historical detail, and
cultural insight to tourists.

Tour guide presents clear and objective

information to address such queries.

Prepared to discuss knowledge about

the area of tour.

Leadership SA A N D SD
(5) (4) (3) (2) (1)

Make sure that everyone follows the

tour rule.

Gives clear instructions.

Good at decision-making.

Motivate the tourists to keep up with the

tour.

Acts with integrity and honesty.

 61

Managerial Tasks SA A N D SD
(5) (4) (3) (2) (1)
Familiarized tourists with the locality by
vehicle or foot.
Planned historical spots to visit
chronologically.
Ensured that the group remains safe and
together all the time.
Well-prepared tourist experience.

Manage time accurately for a perfect

flow of the tour.

SA A N D SD
Communication
(5) (4) (3) (2) (1)
Speaks clearly when discussing
information.
Ask the tourists if they have any
questions about what they are
discussing.
Responds appropriately to the tourists
and pay attention.
Can read body language, they can
 62

visually see if the tourists are receiving

and understanding their messages.
They are specific; they deliver clear and
concise point about their messages.

2. What are the level of tourists satisfaction in terms of:

Professionalism SA A N D SD
(5) (4) (3) (2) (1)
Their presentation of themselves and
the way they are well groomed is
satisfactory to the tourists.
The courteousness and politeness of the
tour guides pleased the tourists.
The respect of the tour guides when it
comes to their sensitivity made the
tourists happy.
The composure of the tour guides even
under pressure appeased the tourists.
Their patience delighted the tourists.
 63

Personality and Humor SA A N D SD

(5) (4) (3) (2) (1)
The tone of the tour guides as they
discuss information and the history
of the place are well complemented
by the tourists.
Their warmth and friendliness give
an ecstatic surprise to the tourists.
The quick responses of the tour
guides when something went wrong
made a positive impact to the
tourists.
The confidence of the tour guides
during the tour exceeded tourists’
expectations.
The way the tour guides made them
laugh and feel at ease the entire time
made the tourists feel rewarded.

Communication Skills SA A N D SD
(5) (4) (3) (2) (1)
The information that the tour guides
shared satisfied the tourists.
The engagement between the tour
guides and the tourists is appeasing.
 64

The quick responds of the tour

guides to their questions pleased the
tourists.
The understanding level of the tour
guides to the tourists is fulfilling.
The delivery of the tour guides points
and messages to the tourists are
convincing.

Flexibility SA A N D SD
(5) (4) (3) (2) (1)
The coping of the tour guides with
the unexpected incidents made the
tourists contented.
Their capability of solving problems
and conflicts that emerged from tour
arrangements pleased the tourists.
They are approachable whenever
they are needed which is fulfilling to
the tourists.
The cooperation of the tour guides
with other service staff is
appreciated by the tourists.
They are able to generate rapport
among the tour group members
which exceeded the expectations of
 65

the tourists.

SA A N D SD
Punctuality
(5) (4) (3) (2) (1)
Their ability to competently manage
the time is appreciated by the
tourists.
The fulfillment of the tour guides to
any promises and contracts at the
strictly appointed time pleased the
tourists.
When it comes to their time, the tour
guides was so responsible that
fascinated the tourists.
They followed a schedule from an
itinerary with various time frame
made the tourists feel contented.
Their organizational skills to be able
to run through the structure for each
tour in advance fulfilled the tourists.

3. What are the problems encountered in evaluating the

performance of the tour guide in Intramuros, Manila in terms
of;
 66

SA A N D SD
(5) (4) (3) (2) (1)
Knowledge- Not familiar about the
place of interest.
Communication Style- Words are
unclear and inaudible.
Energy- Impotent in introducing a
place.
Tone- The voice and intonation is
not engaging.
Enthusiasm- Tour guides seems
uninterested on what they are doing.
Behavior- His body language makes
the tourist uncomfortable.
Organizational Skill- Lack of time
management
Self-esteem- Lack of confidence in
showcasing the destination to the
tourists.
Seasonality- The guidance
profession is deeply affected by
natural disasters and epidemics.
Technological Role- Tourists use
digital interpretation instead of
guides.
 67

APPENDIX D

Certificate of Originality

This is to certify, that this research paper is an outcome of our

independent and original work. We have duty acknowledged all the sources
from which the ideas and extracts have been taken. The project is free from
any plagiarism and has not been submitted elsewhere for publication.

Affiliated Institution: BESTLINK COLLEGE OF THE PHILIPPINES

Title of the paper: EVALUATION OF TOUR GUIDE’S PERFORMANCE TO

THE SATISFACTION OF LOCAL TOURISTS IN INTRAMUROS, MANILA

Name of Author (s):

BALLENTOS, APRIL MAE N.

CANCERAN, JERYMY

GEREÑA, ANGELA FAITH

OROCEO, MAYGIE M.

RETONA, SHAINETTE O.
 68

APPENDIX E

Grammarian’s Certificate

This is to certify that the undersigned has reviewed and went through all
the pages of the research paper entitled “EVALUATION OF TOUR GUIDES
PERFORMANCE TO THE SATISFACTION OF LOCAL TOURISTS IN
INTRAMUROS, MANILA” by BALLENTOS, APRIL MAE N., CANCERAN,
JERYMY, GEREÑA, ANGELA FAITH, OROCEO, MAYGIE M., RETONA,
SHAINETTE O., aligned with the set of structural rules that govern the
composition of sentences, phrases, and words in the English language

Signed this 10th day of November in the year 2022 at Bestlink

College of the Philippines.

Signed:

GELYN T. BANAL
Grammarian
 69

APPENDIX F

Statistician’s Certificate

This is to certify that this research study entitled “EVALUATION OF TOUR

GUIDES PERFORMANCE TO THE SATISFACTION OF LOCAL TOURISTS
IN INTRAMUROS, MANILA” by BALLENTOS, APRIL MAE N., CANCERAN,
JERYMY, GEREÑA, ANGELA FAITH, OROCEO, MAYGIE M., RETONA,
SHAINETTE O. in partial fulfillment for the degree of Bachelor of Science in
Tourism Management has been statistically reviewed by the undersigned.

MRS. ROMELA SALES

Statistician
 70

APPENDIX G
Grammarian Curriculum Vitae

PERSONAL INFORMATION
Name : Gelyn T. Banal
Age : 27
Address : #133 Damong Maliit
Brgy. Nagkaisang Nayon,
Novaliches Quezon City
Email Add. : gelbanal22@gmail.com
Contact No. : 0956-967-3565

EDUCATIONAL QUALIFICATION:

COLLEGE 2011-2015
Colegio De Sta. Teresa De Avila
Bachelor of Secondary Education
Major in English

SECONDARY EDUCATION 2007-2011

Llano High School

PRIMARY EDUCATION 2001-2007

Damong Maliit Elementary School
 71

APPENDIX H
Statistician’s Curriculum Vitae

PERSONAL INFORMATION
Name : Romela B. Sales
Address : #7147 Azalea st. Cam. Cal., City
Email Add. : sromela.rs@gmail.com
Contact No. : 00949-5940413/02-83559496

Objective: To be able to find a suitable and rewarding job where

there is a lot of opportunity to learn new things, utilize my
knowledge, ability and experience as well as excel in whatever
field in responsibility that will be entrusted upon me.

WORK EXPERIENCE

2018- Present Part Time Mathematics Instructor Bestlink College of

the Philippines
2017-2018 Part time Mathematics Instructor Our Lady of Lourdes
Novaliches
2015-present Part time Mathematics Instructor University of Caloocan
2005-Present Mathematics teacher/Adviser Maligaya High School

EDUCATIONAL BACKGROUND

Marikina Polytechnic College

Master in Teaching
Mathematics
Sy:2019 to present
Marikina City
 72

Polytechnic University of the

Philippines
Master in Educational
Management
SY: 2010-2012
Sta Mesa, Manila

Pangasinan State University-

Bayambang
Bachelor in Secondary
Education-Major in
Mathematics
SY:1993-2000
Bayambang, Pangasinan

Speaker Eugenio Perez Nat’l

High School
SY: 1989-1993
San Carlos City, Pangasinan

Central – I Elementary School

SY : 1983 – 1989
San Carlos City , Pangasinan

Character Preference:

Grace A. Tariman Principal (Maligaya High School) (02)4183680

Maria D. Cinco Head Teacher III-Mathematics Dept.
Robert C. Torrecampo Department Head - Mathematics
Azenith Oliquino Senior High School Coordinator (02)9368664

I hereby certify that the above information are true and correct to the
best of my knowledge and belief.

ROMELA BAUTISTA SALES

 73

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satisfaction. Tourism Review, https://doi.org/10.1108/TR-09-2017-0148

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Nzayisenga, E. (2018). Tour guides performance and tourist

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Guide Performance. Journal of Tourism Sustainability.
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Satisfaction And Behavioural Intentions. Taylor and Francis
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Humor and Tourists’ Behavior Intention A Cross-Level Analysis.
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 77

CURRICULUM VITAE

PERSONAL INFORMATION

Name : Retona, Shainette O.

Sex : Female

Age : 21

Address : Phase 7B Package 1 Block 59 Lot 13,

Bagong Silang Caloocan City
Email Add. : retonashainette@gmail.com
Contact No. 09095062668

EDUCATIONAL QUALIFICATION

COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management
SECONDARY EDUCATION
2018-2019
Bestlink College of the Philippines
Home Economics - Cookery

PRIMARY EDUCATION 2012-2013

Pag-asa Elementary School
 78

PERSONAL INFORMATION

Name : Gereña, Angela Faith A.

Sex : Female

Age : 21

Address : B 31 L 7 Carissa 2a Brgy. Kaypian City of San Jose

DelMonte Bulacan
Email Add. : gerenaangelafaith@gmail.com
Contact No. 0951-723-2259

EDUCATIONAL QUALIFICATION

COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management

SECONDARY EDUCATION 2018-2019

Academia De San Lorenzo Dema-Ala Inc
PRIMARY EDUCATION 2012-2013
Angels of God Learning School
 79

PERSONAL INFORMATION

Name : Ballentos, April Mae N.

Sex : Female

Age : 21

Address : #941 Franville II subd. Area A Camarin

Caloocan City
Email Add. : aprilmaeballentos30@gmail.com
Contact No. : 09266297649

EDUCATIONAL QUALIFICATION

COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management

SECONDARY EDUCATION 2018-2019

Bestlink College of the Philippines

PRIMARY EDUCATION 2012-2013

Camarin (Main) Elementary School
 80

PERSONAL INFORMATION

Name : Oroceo, Maygie M.

Sex : Female

Age : 21

Address : 200 st. Milagrosa,Bagong barrio, Cal. City

Email Add. : oroceomaygie@gmail.com
Contact No. : 09489422431

EDUCATIONAL QUALIFICATION

COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management

SECONDARY EDUCATION 2018-2019

Asag, National High School
PRIMARY EDUCATION 2012-2013
Lonoy, Elementary School
 81

PERSONAL INFORMATION

Name : Canceran, Jerymy

Sex : Female

Age : 24

Address : 615 Interior O Callejon Cruz Street Bagbag

Novaliches,Quezon City
Email Add. : inseojems@gmail.com
Contact No. : 09611278461

EDUCATIONAL QUALIFICATION

COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management

SECONDARY EDUCATION 2010-2014

Super Child Academy

PRIMARY EDUCATION 2004-2010

Placido Del Mundo Elementary School