UNIVERSITY OF SOUTHERN MINDANAO

ASSESSING TOURIST SATISFACTION ON

SERVICE QUALITY DIMENSION IN
PIGCAWAYAN

Student Name: MARA FAITH B. ALAPUEN

Adviser Name: MELDRED SAMBLACEÑO

 Significance of the Study
It is imperative for attractions to stay innovative and offer top-
notch services in order to survive the introduction of new
attractions. Tourist satisfaction and intention to return can
both be positively impacted by high-quality service.
The aim of this study is to assess the tourist satisfaction in
Pigcawayan in terms of service quality.
This study will greatly benefit all kinds of tourist attractions
that are present in the Municipality of Pigcawayan because it
will help the attractions to know what are the things they need
to improve in terms on their services to satisfy the tourists and
make them return.
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 Objectives of the Study
Generally, this study aims to assess the tourist satisfaction in
Pigcawayan in terms of service quality. Specifically aims to:
• Determine the socio-demographic profile of the
respondents in terms of sex, age, gender, civil status,
frequency of travelling and educational attainment;
• Assessed tourist satisfaction using the dimension of service
quality such as tangibility, responsiveness, assurance,
empathy and reliability;
• Determine if these services influence their choices to revisit
the destination.
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 Review of Literature
• Service Quality
• Accroding to Haghkhah, A. (2020), there are five
dimensions of service quality, they are tangibles,
reliability, responsiveness, assurance and empathy.
Another study by Punnatorn M. et al., (2020),
examined service quality management and discovered
that the primary strategy for quality management in
the service industry is "customer satisfaction," as
stated in more than half of the publications under
examination.
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• Tourist Satisfaction
• In the study conducted by Ledesma, J. et al. (ND), stated that
since happy customers come back and make additional
purchases as well as inform others about their experiences, it
is also widely believed that customer satisfaction plays a
major role in determining repeat business, positive word-of-
mouth, and customer loyalty.
• Tourist Loyalty
• According to the study by Muhamad N. et al., (2021), the
choice to return to the same location and the inclination to
refer others to it are signs of loyalty among travelers.

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• SERVQUAL MODEL
• According to Elsayeh, Y. (2020), the technique for evaluating
service quality is called SERVQUAL (Service Quality). For
instance, in the study by Elsayeh, Y. (2020), employed
SERVQUAL to assess a Turkish airline's service quality and
discovered a number of noteworthy findings, such as the
notion that "passengers past experience" is the most crucial
consideration when choosing a carrier.

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• Tourist attraction
• In the study conducted by Biswas et al., (2020), attractions are defined
as the element affecting tourists' enjoyment that establishes the
location's perception. As a vital tool and competitive advantage,
tourism locations are valued for each one.
• Pigcawayan, North Cotabato
• According to Wikipedia (2023), officially the Municipality of
Pigcawayan is a 1st class municipality in the province of Cotabato,
Philippines. According to the 2020 census, it has a population of 52,744
people. The municipality is primarily an agricultural area. Common
industrial activities are rice and corn mills.

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 Methodology

• Research Design – researcher will use descriptive method.

• Location of the Study – Municipality of Pigcawayan
• Respondents of the Study – respondents will be the different
tourist visiting attractions in Pigcawayan
• Sampling Procedure – the study will use convenience
sampling procedure.
• Research Instrument – the researcher will be utilizing the use
of survey questionnaire. The questionnaire will be divided into
three parts

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• Data Gathering Procedure
- permission to the LGU of Pigcawayan and to the
respondents
- distribution of questionnaires
- collection of the questionnaires
• Statistical analysis - using descriptive statistics

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Locator Map of Pigcawayan

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 Questionnaire
ASSESSING TOURIST SATISFACTION ON SERVICE QUALITY DIMENSION IN PIGCAWAYAN

This questionnaire will only be used as a tool for the survey. All your answers will be kept confidential
and your assistance in completing this survey is greatly appreciated.
Part I. Socio-demographic Profile of the Respondents

Name: (optional)

• Gender:
Age:
( ) Male ( ) Female
( ) 18-21 ( ) 22-25 • Civil Status:
( ) 26-29 ( ) 30-33 ( ) Single ( ) Married
( ) 34-37 ( ) 38-41 ( ) Separated ( ) Widowed
( ) 42 and above • Ethnicity:
( ) Ilonggo ( ) Cebuano( ) Muslim 11
• Frequency of Travelling in a Year:

( ) Once a Year ( ) Twice a Year

( ) Every six Months ( ) Thrice a Year

• Educational Attainment:

( ) Elementary Graduate

( ) High School Graduate

( ) Senior High School Graduate

( ) Collage Level

( ) Collage Graduate

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 Part II. Assessed the tourist satisfaction using the dimensions of quality service such as tangibles, responsiveness, assurance, empathy, and reliability.

Numerical Rating Descriptive Rating

4 Very Satisfied
3 Satisfied
2 Slightly Satisfied
1 Not Satisfied
TANGIBILITY RESPONSIVENESS

Statements 4 3 2 1 Statements 4 3 2 1

They keep tourist informed about

The physical appearance of the when the services will be
attractions is very appealing. performed.

Staffs are willing to help tourist

The materials associated with services
are visually appealing.
Staffs responds to all the questions
and needs of the tourists.
The facilities are appealing
Tourist do not receive prompt
service from the attractions’ staffs.
The physical appearance of staff is neat
and clean
Provides services on time.

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 Empathy
STATEMENTS 4 3 2 1
Assurance Staffs gives each tourists individual
STATEMENTS 4 3 2 1 attention
Give tourist the best interest in heart
Making tourist safe
and secure
Staffs are polite Staffs gives value and appreciation
to the tourists
staffs are
Staffs are caring and attentive to the
trustworthy
tourist
Gives tourist the
attention they Tourist attractions have operating
needed hours convenient to all their
Staffs are customers.
knowledgeable
about the services Reliability
they provide.
When tourist have STATEMENTS 4 3 2 1
problems, they are Provide services as promised
sympathetic and
reassuring When you have a problem,
attraction staff shows a sincere
interest in solving it.
Tourists can depend on the staffs if
they have problems or needs
Performing service right the first
time
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 Part III. Determine if these services influence their choices to revisit the area.
Numerical Rating Descriptive Rating
4 Strongly Agree
3 Agree
2 Disagree
STATEMENTS
1 4
Strongly3Disagree
2 1 Aesthetic and décor
beauty of the destination
makes you to visit again
Good service quality of the attractions
positively associated with you revisit
Cleanliness of a place
intention
encourages you to have a
positive attitude towards
Quality of interaction between
the destination
tourists and staffs affects revisit
intention
Variety of facilities and amenities Location and
affects revisit intention infrastructure affect you
Good hospitality influence revisit revisit intention
intention Physical environment is
Behavior of staffs encourage your important when you
revisit intention choose a destination

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 Literature Cited
Sulkaisi, Neffi & Idris, (2020). Analysis of Service Quality on Tourist Satisfaction and Tourist Loyalty Study at
Adityawarman Museum. 10.2991/aebmr.k.200305.096.

Vu, Travis. (2021). Service Quality and Its Impact On Customer Satisfaction. 10.6084/[Link].17089454.

Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and
Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2).
[Link]

Biswas, C., Omar, H. B., Radha, J. Z. R. October 2020. The Impact of Tourist Attractions and Accessibility on
Tourists' Satisfaction: The Moderating Role of Tourists' Age. Geojournal of Tourism and Geosites
32(4):1202-1208. DOI:10.30892/gtg.32402-558

Navrátil, Josef & Pícha, Kamil & Navrátilová, Jana. (2012). Satisfaction with visit to tourism
attractions. Tourism. 60. 411-430.

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Goumairi, Ouissal & Aoula, Es-Saâdia & Ben Souda, Souad. (2020). Application of the SERVQUAL
Model for the Evaluation of the Service Quality in Moroccan Higher Education: Public Engineering
School as a Case Study. International Journal of Higher Education. Vol 9. 223. 10.5430/ijhe.v9n5p223.

Datta, K. S., & Vardhan, J. (2019). A SERVQUAL-Based Framework for Assessing Quality of
International Branch Campuses in UAE: A Management Students’ Perspective. SAGE Open, 7(1).
[Link]

Puri, Goldi & Singh, Kuldeep. (2020). A CONCEPTUAL STUDY OF SERVICE QUALITY, TOURIST
SATISFACTION AND REVISIT INTENTION. 10. 1-14.
Haghkhah, Azam. (2019). The Impact of Service Quality on Tourism Industry.
(PDF) The Impact of Service Quality on Tourism Industry ([Link])
Elsayeh, Yasmine. (2020). Measuring Service Quality Using SERVQUAL Method In Tourism and
Hospitality Industry. 10.13140/RG.2.2.11440.79361.

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