RESEARCH

DESIGN

Tourism Research
Lesson 2
Lesson 2 – TOURISM RESEARCH 2

MOTIVATION
•Why study research?
•Research is used in all aspects of a
SUCCESSFUL business
•Tourism Industry Examples
– A tour is evaluated so we can make improvements
– A place is assessed to see if tourism can be developed
– A hotel conducts research to identify what customers like
and don’t like about their hotel so they can make
improvement
– Restaurants can develop new products that are healthier,
cheaper and tastier
RESEARCH
VARIABLES
 VARIABLES 4

• Any factor that can take on different values

• E.g. Age can be a variable because people have
different ages
• Not always numerical (e.g. gender)
• A variable can be (USUALLY) dependent or
independent
• Distinguishing between dependent vs independent is
important especially if you are trying to investigate
cause-effect relationship
 VARIABLES
5

• Independent variable – what you (or nature)

manipulates
• Dependent variable – affected by the independent
variable
• E.g. You are trying to study the effect of the tour
guidelines to the satisfaction of the educational tour;
the tour guidelines is the independent variable and
the satisfaction is the dependent variable
 6

Variables - Workshop

On the succeeding slides are given

statement of the problems, your
task is to determine the type of
variables (whether independent or
dependent)
 7

VARIABLES - WORKSHOP

Age

Gender Satisfaction on the

tour package
Educational
Attainment
VARIABLES - WORKSHOP

Outcome orientation
Job satisfaction
People orientation
Job performance
Team orientation
Organizational
commitment
Aggressiveness
VARIABLES - WORKSHOP

Customer satisfaction

Sales
Menu cycle
Profit

Inventory
TYPES OF
RESEARCH
DESIGN
DESCRIPTIVE RESEARCH

•Conducted to illustrate and determine

patterns or characteristics of variables in
particular instances of events

•Specific objectives keywords: describe,

analyze, explain, define, illustrate
DESCRIPTIVE RESEARCH

•Topic: PERCEIVED STRENGTHS AND

WEAKNESSSES OF THE QUEUING
PROCEDURE OF NINOY AQUINO
INTERNATIONAL AIRPORT TERMINAL 1.

•Purpose: To obtain respondents’ perceived

strengths and weaknesses of the queuing
procedure of NAIA Terminal 1, from the curbside
to the aircraft boarding.
EXPLORATORY RESEARCH

•Undertaken to gather initial data patterns (or

characteristics of variables) in a situation where
studies have not been done or minimal data are
available to establish significant patterns or
relationships of variables in a specified scope
•Hypothesis is not usually present; but rather the
objective is to recommend hypothesis for future
studies
•Specific objectives keywords: explore, find out,
know, examines, investigate
EXPLORATORY RESEARCH
•Topic: COUCHSURFING AS PERCEIVED BY
KEY TOURISM STAKEHOLDERS
• Purpose: To know the extent by which key
tourism stakeholders understand the concept of
couchsurfing

•Topic: POTENTIAL OF LUBANG,

OCCIDENTAL MINDORO FOR TOURISM
DEVELOPMENT
•Purpose: To observe and assess the tourism
resources of Lubang, Occidental Mindoro for
future tourism development
EVALUATIVE RESEARCH

•Conducted to assess the performance

outcome or impact of a set of variables
on one another

•Specific objectives keywords: evaluate,

assess, appraise, measure, quantify
EVALUATIVE RESEARCH

•Topic: THE IMPACTS OF PARU-PARO

FESTIVAL IN THE CITY OF DASMARINAS

•Purpose: This study aims to assess the

economic, socio-cultural and environmental
impacts of Paru-Paro Festival in the City of
Dasmarinas as perceived by the
stakeholders.
EVALUATIVE RESEARCH

•Topic: THE ADEQUACY AND QUALITY OF THE

COLLEGE OF TOURISM AND HOSPITALITY
MANAGEMENT EVENT VENUES

•Purpose: This study aims to evaluate the

adequacy and quality of the five event venues
(Salrial Ballroom, Courtyard, Centennial Hall,
Salon de Nicole, Botanical Garden) of the College
of Tourism and Hospitality Management
CAUSAL/EXPLANATORY SURVEY

•Carried out to ascertain that the

occurrence of, or change in, the
independent variables leads to changes
in the dependent variables.

•Specific objectives keywords: analyze,

explain, identify
CAUSAL/EXPLANATORY SURVEY

•Topic: EFFECTS OF TOUR GUIDELINES TO THE

COLLEGE OF TOURISM AND HOSPITALITY
MANAGEMENT

•Purpose: This study aims to determine the

variables of the tour guidelines that affects the
satisfaction of the College of Tourism and
Hospitality Management students, faculty and
administrators
CORRELATIONAL RESEARCH

•Conducted to establish the fact that the

outcome of certain patterns of relationships
occur together in a specified manner
(without suggesting that the one variable
causes the other variable to change)
•Relation may be identified whether positive
or negative correlation
•Specific objectives keywords: correlate,
interrelate
CORRELATIONAL RESEARCH

•Topic: TOURIST SATISFACTON AMONG

HERITAGE ATTRACTIONS IN CAVITE

•Purpose: This study aims to determine the

correlation of the profile variable of the
respondents, in terms of age, gender, monthly
income, place of residence and highest
educational attainment; and the respondents
satisfaction among heritage attractions in Cavite
COMPARATIVE STUDY

•Undertaken to confirm if two or more

variables reveal similar or different patterns
of characteristics when compared, using a
set of variables as standard bases.
•Specific objectives keywords: compare,
determine similarities, find out differences,
contrast
COMPARATIVE STUDY

•Topic: THE HIRING PRACTICES AMONG

TOURIST ATTRACTIONS IN CAVITE

•Purpose: This study was made to compare the

hiring practices among selected tourist attractions
EXPERIMENTAL RESEARCH

▪ Undertaken to determine the possible cause-

and-effect relationships through experimental
and control groups
▪ Usually done in a simulated environment
▪ Experimental group is exposed to treatment
conditions or manipulations
▪ Control group compares the results
▪ Specific objective keywords: determine the
effects, examine the differences, compare the
results, analyze the influence
EXPERIMENTAL RESEARCH

• Topic: DEVELOPMENT OF A STANDARD

GUIDED TOUR GUIDING PROGRAM FOR
DE LA SALLE UNIVERSITY CAMPUS

• Purpose: This study aims to determine the

satisfaction of selected tour groups on
several proposed guided tour program
designed to standardize the campus tour for
De La Salle University - Dasmarinas
ACTION RESEARCH

▪ Conducted to develop or recommend fresh

approaches, policies, programs, strategies, or
skills to solve problems in an actual
organizational setting
▪ Feasibility studies, corporate strategy papers,
industry studies, policy-oriented reseaches
▪ Specific objectives keywords: develop, propose,
suggest, recommend, determine alternative
approaches, identify solutions, formulate policies
ACTION RESEARCH

• Topic: PROPOSED TOURISM DEVELOPMENT

PLAN FOR THE PROVINCE OF LAGUNA

• Purpose: The study aims employed action

research to enable the province of Laguna to
formulate a tourism development plan
WORKSHOP – RESEARCH DESIGN

• The succeeding slides will feature different

research topic and their objectives
• Your task is to identify the research
design(s)
• Some research topic may have more than
one research design
WORKSHOP – RESEARCH DESIGN

•Topic: SILANG’S POTENTIAL AS AN

AGRITOURISM DESTINATION IN CAVITE

•Purpose: The study aims to assess the

resources of Silang, based on the accreditation
guidelines of the Department of Tourism.
Respondents were asked about their perception
on the resources, whether agritourism can be
developed.
WORKSHOP – RESEARCH DESIGN

• Topic: CUSTOMER SATISFACTION ON FOOD

PRODUCTS OF SONYA’S GARDEN AND
GOURMET FARM

• Purpose: The study will assess the satisfaction of

customers in Sonya’s Garden and Gourmet Farm.
Differences on the satisfaction between the
restaurants will be identified.
WORKSHOP – RESEARCH DESIGN

• Topic: PASSENGER AWARENESS ON THE

PASSENGER BILL OF RIGHTS

• Purpose: The study aims to identify the

extent of awareness of the passengers’
awareness on the Department of
Transportation and Communication’s
Passenger Bill of Rights.
WORKSHOP – RESEARCH DESIGN

• Topic: SQUASH AS A BASE INGREDIENT FOR

SAUCE IN SELECTED FILIPINO DISHES

• Purpose: The study aims to identify whether

squash can be used as a base ingredient for
sauces of Kare-Kare, Kaldereta and Mechado.
Each dish will have three different versions of
varying amounts of squash. The product will
be evaluated by selected respondents using a
taste test.
WORKSHOP – RESEARCH DESIGN

• Topic: PROPOSED PROMOTIONAL PROGRAM

FOR MUSEO DE LA SALLE

• Purpose: The study aims to assess the

marketing mix of Museo De La Salle, through
case study. A subsequent strength, weakness,
opportunity and weakness analysis will be
made with the aim of proposing a promotional
program for the museum.
WORKSHOP – RESEARCH DESIGN

• Topic: THE COMPETENCY SKILLS OF TOUR

GUIDES IN CAVITE AS PERCEIVED BY THE
TOURISTS

• Purpose: The study aims to assess the

competency skills of tour guides among
selected tourist attractions in Cavite.
WORKSHOP – RESEARCH DESIGN

• Topic: GUEST SATISFACTION AT PICNIC

GROVE, TAGAYTAY

• Purpose: The study aims to assess the

satisfaction of tourists at Picnic Grove,
Tagaytay. The study’s emphasis is on
identifying the interrelation of the profile
variables and their satisfaction rating.
CLASSIFICATIONS
OF
RESEARCH
CLASSIFICATIONS

•According to Statistical Content

– Quantitative – statistics are used to
determine the results of the study
– Qualitative – focuses on descriptive data
– Mixed – combination of qualitative and
quantitative
CLASSIFICATIONS

•According to Time Element

– Historical Research – describes what
WAS
– Descriptive Research – describes what IS
– Experimental Research – describes what
WILL BE
RESEARCH
PROBLEM
RESEARCH PROBLEM

❖ The research problem is divided into two

❖ GENERAL PROBLEM
• Refers to the title and purpose of your study
• Stated in declarative form
❖ SPECIFIC PROBLEM
• Refers to the problems that comprise your general
problem
• Stated in interrogative form
STATEMENT OF THE PROBLEM (SOP)

•A SOP (specific problem) contribute to the

overall purpose of the study (title)
•Your SOP can have the following
– One that determines the profile variable of the
respondents
– One that focuses on what you are trying to assess
(based on the title); usually the independent variable
– One that will serve as hypothesis
– One that serves as an output
 DEMOGRAPHIC PROFILE

•Age •Length of Service

•Gender •Designation
•Civil Status •Department
•Educational Attainment •Work Schedule
•Gross Monthly Income •Course
•Place of Residence •GPA
•Time of Visit
•Food Ordered
SOP BASED ON TOPIC

[Link] do the respondents assess

the impacts of tourism in terms of:
1.1 Economic Impacts
1.2 Socio-Cultural Impacts
1.3 Environmental Impacts
SOP BASED ON TOPIC

2. How do the respondents assess the

Marketing Mix of Alta Rios in the
following areas:
2.1 Product
2.2 Price
2.3 Promotion
2.4 Place
SOP BASED ON TOPIC

3. How do the respondents evaluate the

Ilocos Tour in the areas of:
3.1 Tour objectives
3.2 Sites and Activities
3.3. Tour Components
3.4 Other Aspects
HYPOTHESIS
•Comparative Study
– Examines whether value of a variable in one group is
same (or different) with another group
– Usually one or more variables are compared
between two or more groups
– E.g. you want to know if the perception of
customers in restaurant A is the same or different
with restaurant B
– Sample SOP statement: Is there a significant
difference on the assessment of the customers
between restaurant A and restaurant B
HYPOTHESIS

•Correlational Study
– Relate one or more variables with other variable(s)
– Usually an independent variable with a dependent
variable
– Usually one group with two or more variables
– E.g. you want to know if the age of the respondents
is a factor in how they assess the services of the
tour guide
– Sample SOP statement: How do the profile variable
(age) of the respondents relate to their assessment
of the services of the tour guide?
HYPOTHESIS

•Causal Study
– Explores the effect of one variable to another
– Usually between an independent variable with a
dependent variable
– Usually two or more groups with one variable
– E.g. you want to know if changing the tour
specifications will have significant effect on the
satisfaction of the students on the educational tour
– Sample SOP statement: Is there a significant effect
between the tour specifications and the satisfaction of
the students on the educational tour?
OUTPUT

•The output of your study is based on the title

•Sometimes, your output is the title
•If you are trying to assess the Marketing Mix
(product, price, promotion, place) of a company,
after finding out the results, you can propose a
new marketing plan
•Your output must be related on what you are
trying to assess
•Always add the word PROPOSED to your output
OUTPUT - WORKSHP

• The succeeding slides contain topics

for tourism research. Your task is to
come up with the best output for
each research.
OUTPUT - WORKSHOP

• EDUCATIONAL TOURS OF NU- LAGUNA

• PROPOSED REVISED TOUR SPECIFICATIONS
• SKILLS ASSESSMENT OF TOUR GUIDES OF
NU-LAGUNA
• QUALITY OF EMPLOYEE SERVICES OF ABC
HOTEL
WORKSHOP
WORKSHOP

•The succeeding slides shows the specific

problems of the study.
•Your task is to identify whether it is:
– quantitative or qualitative
– Profile question, topic question, hypothesis
question, or output question
WORKSHOP

• Is there a significant difference on the rating of

the services of ABC hotel among respondents
• How do the respondents assess the impacts of
Irok Festival
• What revised tour package can be proposed
• What is the profile of municipality A in terms of
tourism activities, tourist attractions and tourism
system
ASSIGNMENT
CREATING SPECIFIC PROBLEM

•Using the GENERAL PROBLEM (Topic) on the

next slide, create at least three specific problems
•NOTE: specific problems must be in question form
•Identify what method of research can be best
applied for each problem
•TIP: You may need to search for appropriate
concept that may be used to come up with the
required specific problems; you may also need to
look at previously finished theses/dissertations to
help you
CREATING SPECIFIC PROBLEM

• HIRING PRACTICES AMONG

ACCOMMODATION
ESTABLISHMENTS IN TAGAYTAY
• THE IMPACTS OF ANILAG FESTIVAL
IN LAGUNA
• QUALITY OF HERITAGE SITES IN
LAGUNA
END OF LESSON
THANK YOU