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HomeJPAIR Multidisciplinary Research Journalvol. 44 no. 1 (2021)

Tourists’ Satisfaction and Its’ Challenges on Natural Attractions in a Rural Area

Jesszon B. Cano | Arlinda N Ramasola | Kingie G. Micabalo | Leo L Simangca | May Amor D. Gucor | LILANIE M. OLASO



The tourism industry’s impact on the Philippines’ economy, the Department of Tourism, the Philippines’ tourism’s primary agency, has aggressively promoted the Philippines as a tourist destination with several promotional and marketing strategies. This study assessed the satisfaction of the tourists on different attributes in natural attractions. Two hundred thirty tourists took part in this study. The instruments are made up of three parts. Part 1 pertains to the respondents’ profile, part 2 contains items on determining the tourists’ satisfaction, and part 3 pertains to the guests’ challenges. The gathered data were treated statistically using frequency, simple percentage, weighted mean, and rank. Tourists had expressed their satisfaction with the different factors they experienced. However, tourists also encountered some problems while visiting the tourist sites. The information on service quality gaps could help tourist destination managers diagnose where performance improvement can best be targeted. The management needs a relatively stable labor force to allow the internalization of service standards.