Thesis-1 1

Westmead International School
College of Tourism and Hospitality Management
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
This chapter discusses the proposed study, statement of the problem,
scope and limitations and definition of terms.
Introduction
The continuous development of new tourists‟ destination and the growth of
the existing once indicate the need to maintain an appropriate level of
competitiveness. Tourism competitiveness is an ability of the destination to meet
visitor needs and wants on the various aspects of the tourism experiences. As
time goes by, changes are accelerated in different trends in terms of
environment, attitudes, culture and behavior. Moreover, destination should join
the flow of these trends on having new managerial efforts for a better destination
image. Today, destination competitiveness as a concept has begun to have its
own standard on giving quality services and product for travelers (WTO, 2014).
Destination competitiveness is the ability of the destination to deliver
goods and services that perform better than other destination. Competitiveness
has also been defined as the ability of the destination to maintain its market
position and share and improve upon them through time. In addition, destination
competitiveness is the destination‟s capacity to create products that sustain its
resources while maintaining market position relative to its competitors (Hassan,
2000).
Destination Competitiveness among the Top three Summer Destinations in

Batangas Province 1
Batangas is a blessed land. It has a wide array of diverse landscapes,
pristine beaches, a scenic lake, spectacular diving sites, breathtaking rivers,
fertile farm lands, enchanting mountains, and a volcano. These places have
also nurtured communities from the pre-Spanish settlements to the rise of the
provinces many urban centers in its long history. Thus, it is no surprise that
Batangas has a rich culture and heritage.
According to Buted et al (2014), Batangas is tagged as a premier tourist
destination. With its alluring shores, Batangas turns out to be a principal player in
the tourism of the Philippines.
In this regard, the researchers choose to study the destination
competitiveness of the top three summer destinations of Batangas Province to
help improve the tourism industry in the area, using the Ritchie and Crouch
model of competitiveness. This model includes the factors that a destination must
have to be competitive.
Statement of the Problem
The focus of the problem is to assess and compare the destination
competitiveness of the top three summer destinations in Batangas Province.
Specifically, the proponents aim to answer the following questions:

Batangas Province 2
1. What are the demographic profile of respondents in terms of:
1.1 Age;
1.2 Gender;
1.3 Income Level;
1.4 Civil status;
1.5 Educational Attainment?
2. Destination Competitiveness with regards to Core Resources and
Attractors specifically:
2.1 Physiography and Climate
2.2 Culture and History
2.3 Market Ties
2.4 Mix of Activities
2.5 Special Events/Entertainment
2.6 Superstructure
3. Destination Competitiveness with regards to Supporting Factors and
Resources specifically:
3.1 Infrastructure
3.2 Accessibility
3.3 Facilitating Resources
3.4 Hospitality
3.5 Enterprise

Batangas Province 3
4. Destination Competitiveness with regards to Qualifying and Amplifying
Determinants specifically:
4.1 Location
4.2 Interdependencies
4.3 Safety/Security
4.4 Awareness/ image/ brand
4.5 Cost/ value
4.6 Carrying capacity
5. Is there a significant difference between the three groups of respondents for
the destination competitiveness with regards to core resources and attractors,
supporting factors and resources and qualifying and amplifying determinants?
Hypothesis
In the conduct of the study, the null hypotheses will be tested:
1. There is no significant difference between the three groups of respondents
for the destination competitiveness with regards to core resources and
attractors, supporting factors and resources and qualifying and amplifying
determinants.

Batangas Province 4
Significance of the study
The study was created to assess and compare the destination
competitiveness of the top three Summer Destinations of Batangas Province.
The researchers believe that their study will be helpful to the following:
The result of the study will help the government to understand the
destinations‟ strengths and weaknesses. It will also give them an idea about the
current status of their destination competitiveness. It will also help the tourism
industry engage with the Department of Tourism- Batangas Chapter as it shows
the destination competitiveness of the province. This study will help the agency
to improve and promote the summer destinations of the area.
It will also be beneficial to tourists as they will be aware about the
resources of the province and it will boost their interest to visit the place. It will
also benefit the local community to know some opportunities and the new trends
of the tourists' wants and needs. With this research the local community will be
aware of their role as they are the key players to provide better products and
services in order to be a competitive destination.
The study will also provide the current status of the summer destinations‟
competitiveness against its competitor. It will also help advance the existing data.
The research material can be a source of information and basis for future
researchers who may take interest in the subject matter herein presented.

Batangas Province 5
Scope and Limitations of the study
This study was conducted to assess and compare the competitiveness of
the top three Summer Destinations in Batangas Province namely; San Juan,
Mabini and Nasugbu (Department of Tourism, 2018). The respondents of the
study were the tourists who have visited the summer destinations and belong to
the age bracket of 21 years old and above and with an income level of P10, 000
and above. Their age, gender, civil status and educational attainment from their
demographic profile were also assessed. A total of 300 respondents, were the
participants of the study.
In addition, this study used three factors to assess and compared the level
of competitiveness of the top three summer destinations. These factors include
the core resources and attractors, supporting factors and resources and
qualifying and amplifying determinants.
Although there are many summer destinations in Batangas Province, the
researchers were able to survey only the top three Summer Destinations which
were based on the list of tourist arrivals for the summer 2018 provided by the
Department of Tourism- Batangas Chapter.
Definition of terms
To have a better understanding of the study, the following terms are
hereby defined both conceptually and operationally.

Batangas Province 6
Accessibility. This term refers to a location of geographical position as
well as the modes of transport available to reach the location, which plays a role
in determining which locations become a destination (Lim, 2014). In this study, it
refers to the transportation and medium of information in reaching the destination
Carrying Capacity. It refers to the maximum population that an area will
support without undergoing deterioration (Merriam Webster, 2013). In this study,
the same meaning is applied.
Climate. This term refers to the weather condition prevailing in an area in
general over a long period (Oxford Dictionary, 2013). In this study, it refers to the
changing condition of the weather in the destination.
Core resources and attractors. It refers to the factors that are the key
motivators for visitation to a destination (Ritchie et.al, 2010). In this study, it
refers to the fundamental reasons why a tourist chooses one destination over
another.
Culture. This term refers to the set of values, gatherings, or social
practices associated with the beliefs and shared attitudes (Merriam Webster
2018). In this study, it refers to the rituals, traditions, and beliefs engaged in the
area.
Destinations. This term refers to places visited for purpose other than
taking up permanent residence, for employment or for leisure (Ligson et. al,
Batangas Province 7
2015). In this study, this term refers to the top three summer destination in
Batangas Province.
Ecotourism. This term refers to the responsible travel to natural areas
that conserve the environment and improves the well-being of local people (TIES,
2010). In this study, it refers to the greater understanding and appreciation for
nature, local society and culture.
Enterprise. This term refers to a privately owned and operated business
with a small stuff numbers and turn over (Business Dictionary, 2014). In this
study, this term refers to the small business around the summer destination.
History. It refers to the study of past events connected with something
(Collins Dictionary, 2017). In this study, the same meaning is applied.
Infrastructure. It refers to the underlying structure of a country and its
economy, the fixed installations that it needs in order to function. These include
roads, bridges, dams, the water and sewer systems, railways, airports and
harbours (Merriam Webster, 2018)). In this study, the same meaning is applied.
Location. This term refers to a position or site occupied or available for
occupancy or marked by some distinguishing feature (Merriam Webster). In this
study, this term refers to the location of the destination that the study is focus on.

Batangas Province 8
Market Ties. It refers to the organization dedicated in promoting
ecotourism providing guidelines and standard, training, technical assistance and
educational resources (Sanchez, 2018). In this study, the same meaning is
applied.
Physiography. This term refers to the features and phenomena of nature
(Merriam Webster 2018). In this study, it refers to the oceans, weather and flora
and fauna patterns.
Qualifying and Amplifying Determinants. This term represents to the
factors whose effect on the competitiveness of a destination is to define its scale,
limit, or potential (Ritchie et al, 2010). In this study, this term refers to the location,
safety and security, image, and carrying capacity of the top three summer
destination.
Safety. This term refers to the state or condition of freedom from danger
or risks (Merriam Webster, 2018). In this study, it refers the quality of not causing
injury to the tourists and residence.
Superstructure. This term refers to a structure built on top of something
else, especially the part of a building above the ground (Cambridge Academic
Dictionary, 2012). In this study, it refers to the accommodation facilities, food
services and transportation facilities.

Batangas Province 9
Supporting factors and resources. This term implies, support or provide
a foundation upon a successful tourism industry (Ritchie et al, 2010). In this study,
it refers to the infrastructure, facilitating resources, accessibility and hospitality of
the summer destinations.

Batangas Province 10
CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter presents the collection of data and information that support
the study. The following review of conceptual and review of literature were
collected for the purpose of gathering additional knowledge and ideas about the
study.
Conceptual Literature
This part of the study gives a clear view and understanding of the topic
through the help of books, internet articles and other researches.
Batangas is a first-class province in the Philippines located on the South
Western part of Luzon in the CALABARZON region. Its capital is Batangas City
bordered by the provinces of Cavite, Laguna to the North and Quezon to the East.
The province is considered as a premier tourist destination. A two-hour drive
from Manila, Batangas is a favorite destination among tourist. When people talk
about family and friends‟ get away party and celebrations, Batangas is always
part of their option to relax and enjoy the ambiance of fresh air away from
exhausted schedule of work in the office and traffic in the city. With its alluring
shores, white sand beaches, diving spots and stunning coastline, the province is
tag as a summer destination.

The province top three summer destination are the following towns: San
Juan, known for its long stretch of white to fairer sand, Mabini, for its diving spot,
Nasugbu, for the stunning coastline. According to Dublin (2017), Batangas is a
province overflowing with possibilities. The province currently ranks nine of 81
provinces in the Philippines in the Competitiveness Index.
The entire province is a combination of interesting plains and mountains.
Through the years, the province has earned the title “The Land of Rolling Hills
and Wide Shore Lands”. Batangas is boasting of diverse flora and fauna which
claim them distinct. Marine and wildlife is another crowning glory. Among the
tourist activities facilitated in Batangas are heritage tours, scuba diving,
pilgrimage tours, mountain climbing and trekking, swimming and snorkeling.
San Juan emerged to be the top summer destination in Southern Luzon
because of the beach resorts that were developed along the shoreline of Laiya.
The long stretch of white to fairer sand and clean water of the beach attracts
tourists to this Southern part of Batangas. San Juan is appealing to nature lover
because it offers wide variety of eco-tourism activities. Lovers of nature who want to go
for a hike can go to Mt. Daguldol mountain range for a breath of fresh air and a
picturesque view of green trees. For those who are prepared to climb steep rocks for a
rewarding experience of exploring the forest and enjoying the poring waters and mini
ponds of the falls, a day tour to this quiet and refreshing nature wonder is a must.

San Juan is known for its white sand beach resorts. Located within the
shorelines of Laiya, visitors looking for budget to luxurious accommodation types
will easily find a place to stay. Tourists can enjoy the beaches all day and enjoy
other water sport activities. San Juan has plenty to offer whether tourist want to
hike, swim, observe and study the environment or simply relax in beautiful
natural surroundings. Fine beach resorts which offer a great escape to urban life,
good facilities with all the escape one needs are worth reiterating dining pavilions
that poised a slew enticing cuisine.
San Juan is also a site of ancestral houses and old structures which relive
the memories in the past and give tourists a glimpse of the colorful history of the
town. The top summer destinations in the town are Mt. Daguldol, Calubcub Bay
Resort, Laluz Beach Resort Spa, Palm Beach Resort, Acuatico Beach Resort,
Acuaverde Beach Resort, Blue Coral Resort and Kabayan Beach Resort.
On the other hand, the municipality of Mabini is a three-hour drive from
Manila, known as the birthplace of scuba diving in the Philippines. The town is
boasts of teeming marine biodiversity with abundance of corals and dense
underwater life, making it a must dive destination in the country. The town may
not have white sandy beaches but its underwater ecosystem is its biggest
attraction. Numerous dive sites are scattered on its water and around the nearby
islands.

Anilao is a place to visit and experience the breath-taking beauty of its
teeming underwater life with coral beds and amazing diversity of fishes. There
are 250 coral reef species in Anilao than anywhere else in the world. Just like
Laiya, this part of Batangas is developed as well with resorts offering a wide
variety of activities such as scuba diving, snorkeling, kayaking, and island
hopping.
There are various beach and resorts situated in the area. Examples are
Camp Netanya, Vivere Azure Resort, Buceo Anilao Beach and Dive Resort,
Lachevrerie Resort and Spa, Anilao Beach Club, King Solomon Dive Resort and
Aguila Beach and Resort. Aside from diving, tourists can also experience
snorkeling, island hopping and hiking at Mt. Gulugod Baboy.
Batangas is home to several municipalities that are blessed with
sparkling coastlines, clear and turquoise waters. One of them is Nasugbu.
The town is known for Natipuan Beach, Tali Beach, Kawayan cove, Twin
Islands, and Fortune Island. Aside from beach and resort, Nasugbu is also
famous for its peaks and mountains as the Mt. Batulao is situated in the area. Mt.
Batulao is a pleasant escape from the city. It is usually visited by winds that make
any climb – hot or cool – refreshing. This combination of elements makes Mt.
Batulao a very interesting destination.

Batangas has always charmed tourist with the various destinations and
summer experience it offers. Destination competitiveness has become a critical
issue in today‟s increasingly challenging tourism market. Tourists and their
needs stand as the ultimate driving force which influences the competition and
competitiveness in the tourism destination. Today, destinations eventually
compete on the quality of tourism experience offered to visitors. (F. Meng, 2010).
Competitiveness is defined as the ability of a destination to raise tourism
spending and to provide memorable experiences to tourist, while enhancing the
quality of life (Ritchie and Crouch 2003). Meanwhile, destination competitiveness
refers to the ability of a destination to maintain its market position and share or
improve upon them through time. Determining destination competitiveness is vital
to assess the performance of a destination compared to its competitors. With the
rapid growth in the tourism industry and optimistic travelling trends, the
destination competitiveness concept brings tourism into sharper focus (I. Ahmad,
2014).
In addition, what makes a tourism destination truly competitive is the
ability to increase tourism expenditure, its ability to increasingly attract visitors
while providing with satisfying, memorable experiences, to meet visitor‟s
expectations in a gainful way, to enhance that well-being of destination residents
and to attract visitors while preserving the natural capital of the destination for the

future generations. In order to achieve competitive advantage for its tourism
industry, any destination must ensure that its overall attractiveness and the
tourism experiences must be superior to that of the many alternative destinations
open to potential visitors (Miller and Henthorne, 2007).
The attractiveness of the destination is a wide concept that is closely
consistent with the idea of competitiveness. To be competitive, a destination
must preserve and develop its appeal and uniqueness. Therefore, to monitor the
competitiveness of a destination it is appropriate to introduce a group of
indicators dealing with the concept of competitiveness (A. Dupeyras 2013).
Ritchie and Crouch (2010), defined the concepts regarding the factors that
makes a destination competitive: “core resources and attractors, which
considered as the primary element of a destination, “supporting factors and
resources”, which support upon a successful tourism industry, and “qualifying
and amplifying determinants”, which condition and limit the preceding two groups
of determinants.
Core Resources and Attractors. Core resources and attractors is
described as the primary element of destination appeal. It is the factors that are
key motivators for visitation to a destination. It is the fundamental reasons that
prospective visitors choose one destination over another. These includes

physiography and climate, culture and history, market ties, mix of activities,
specials events, entertainment and superstructure.
The physiography and climate of a destination can be an important factor
of competitiveness. Since it includes the overall nature of the landscape and the
climate of the destination. It also defines much of the aesthetics and visual
appeal of the destination. It is a factor over which destination managers have
little or no control.
Physical environment also refers to the natural environment which
includes the land, air, water, plants, animals and all the natural resources that
provide tourist basic needs and opportunities. The cleanliness and the beauty of
the environment is important for the people‟s sense of wellbeing. People who
has access to attractive physical environment contributes greatly to their
contentedness with life. Sustainability needs to acknowledge and take places in
ways that don‟t harm present and future wellbeing by using natural resources in
unsustainable ways. Meanwhile, the weather and climate are one of the factors
that influence outdoor recreation and tourism decisions (O. Tangata 2013).
According to Cantos (2014), Mabini is a paradise for those who enjoy
wondering at the beauty of nature. This is a destination which will prove that
Batangas is truly endowed with the magnificence of God‟s creation. It has first-
rate diving sites and is considered one of the country‟s best.

According to Becken (2010), weather is important factor in tourists‟
decision making and it also influence the successful operation of tourism
businesses. In the case of beach destinations, it acts as a facilitator that makes
tourism activities possible and enjoyable.
The culture and history of a destination can be an important factor as well.
If a destination can provide tourists with a unique setting outside of their day to
day routine, it has a competitive advantage. This factor includes the quality of
local handicrafts in the area, preservation of historic sites and the language they
represent.
Heller (2014) stated that the linguistic variety is a real thing in the tourism
industry. Language is increasingly being used as the first point of contact. In
Munich, for example, subway drivers are apparently encouraged to speak with
Bavarian accents, to underline the uniqueness accent of the city. Language gives
detail portrayal of the potential tourism destination in which attempts to persuade,
attract, encourage the potential tourists to be actual tourists.
The cultural resources include the cultural values, rites, norms or actions
with a common understanding of legit meanings and interpretation. This also a
product or goods that have been value and transformed by human activity or
knowledge. Cultural resources may spiritually unique, natural or man-made by
humans which is also regards to its historic, archaeological and architectural
development.
Market ties component of destination can also be an important factor in
competitiveness. It includes establishment linkages and connections with the
residents of the area. It leads to establishment of small business that can
generate steady flow of tourist arrival and economic development.
There are different legal organization that take care of the environment
and implement of the rules. The team up between DENR (Department of
environment and natural resources) and DOT (Department of Tourism) is
important to the destination to protect people and the environment. This is to
make sure that the practices used in the environment do not cause harm to the
environment, human or animal health. One of these rules were the proper waste
management which sets a proper standards and procedure. Firms or businesses
in the destination are required to meet all legal obligation such providing permits
and certificates from the authority concerned about protecting the environment,
residents and tourists (Campbell 2017).
According to Lopez (2016), no person, partnership or corporation shall
undertake or operate any declared environmentally critical project or area without
securing an environmental compliance certificate issued by the president or his
duly authorized representative.
According to Ruiz (2018), DENR approves 10-year solid waste plans of
LGUs which includes the municipality of Mabini and Nasugbu. The solid waste
management plans include strategies on recyclable, biodegradable and special

waste as the strict implementation of the “No Segregation, No Collection Policy”.
Mhango (2016) stated that improving sanitation and hygiene in places of tourist
attraction can attract more tourists and cleanliness is an important component of
the consumer experience.
The mix of activities available in a destination is also an important factor
since tourist increasingly seeks experiences that go beyond more exciting.
According to Pine and Gilmore (2009), the customer experience is a hallmark of
new economic growth. The challenge facing the tourism destination manager is
to develop those activities that take advantage of the natural physiography of the
destination while remaining consistent with the local culture and its value.
There are plenty of recreational activities that can be enjoy during travel or
vacations. This includes land, water, air, sports, shopping and gaming activities.
Land activities such as hiking, climbing, caving etc. is definitely a good
recreational activity as it presents a fantastic view at the summits and also serve
as a natural habitat for various animals. Water activities like swimming, diving,
snorkeling etc. gives pleasure seeing marine mammals, fish, corals and other
underwater plants and enjoying the clean water and different variety of sand
when swimming. There are also activities like zipline and free fall and sports
activities like basketball and volleyball that can be done in the destination.
Shopping is also a top recreational activity because of the tourists‟ desire to have
a souvenir and experience local products especially the destinations delicacies.

According to Taron (2015), water has a powerful attraction for tourist. When
people decide to plan vacations and travel for recreation and pleasure, many
have strong tendency to head to the water activities. A day at the beach provides
recreation, relaxation and a chance to renew the spirit. Adventurous feet (2010),
stated that Canyon cove is the most popular resort in Nasugbu. The resort offers
many benefits including facilities with certificates for complimentary tour and
discounts on sport facilities and services.
According to Aneuver (2016), San Juan is also called as the Boracay of
the south. There are many activities involved in a destination which is truly good
for summer vacation. The day tours offered by pax services such fly fish and
Banana Boat, donut boat, Island hopping with a tour guide, jet Skis, kayaks,
pedal boats etc.
The special events/entertainment is another factor of destination core
resources and attractors. It refers to a wide range of happenings that can create
interest and involvement to both tourist and residents in the destination like
festivals, sports events, theater and cinema that can contribute toward a
destination‟s competitiveness.
Events and entertainment had become an important motivator of tourism.
It might be a form of public display, civic ritual and collective celebration. To the
guests or tourists, a special event is an opportunity of leisure, social or cultural
experience outside their comfort zone. It raises the awareness, image and profile
of the destination. Local events are primarily for social, fun and entertainment
value and expose people to new ideas, encouragement and participation.
According to Pedalino (2018), in Ormoc City, the mayor along with
executive committee heads enlightens the media and shopping public on the
various activities line up for the fiesta. With the support of the government to the
event, he presented that Ormoc is a safe place to be as he invited everyone to
come to the city and enjoy going around.
Elsevier (2010) stated that the significance of creating appealing shopping
districts in a destination gives exciting tourist shopping experience because
attractive shopping environment influence enjoyment of shopping, willingness to
talk to sales people, revisit, intentions and tendency to spend more money and
time. Even though shopping malls and cinemas are appealing for tourist, most of
them prioritized visiting a tourist spot like beaches.
The final factor under core resources and attractors is superstructure. It
includes accommodation facilities, food services and transportation facilities. The
main element of superstructure in tourism targeted the tourist experience through
the accommodation sector. This is what people need when they travel, first is
accommodation and the other two is the food and transportation. People also
looking forward to food establishments involving food service and comfortable
transport facilities in terminals and highways.

According to Casa (2017), Nasugbu is creating a health environment for
one‟s best health and wellness. A metrocare park was proposed as a medical
tourism park addressing foreign and local retirees and also the health
improvement of medical tourists while enjoying the natural environment.
According to Kovacs (2013), tourist impressions of a hotel can strongly
influence a customer‟s experience. The cleanliness of guest rooms, bathrooms,
towels, linens and common areas all play an important role in customer
satisfaction.
Supporting factors and resources. Supporting factors and attractors
provide the foundation of a successful tourism industry. It includes the tourism
infrastructure, accessibility, facilitating resources, hospitality and enterprise.
According to Janiero (2010), a destination with an abundance of core
resources and attractors but lack of supporting factors and resources, may find it
very difficult to develop its tourism industry.
Infrastructure is one of the most important factors in destination
competitiveness of an area. It includes the transportation services. A destination
with reliable, efficient, clean, safe and able to take tourist to their desired location
is more competitive. Infrastructure provides services that the tourists need and
encourages investments sector. Road infrastructure and the availability of
affordable basic services such as power, water, sewages etc. and also the
effective signages makes the destinations memorable to tourists.

According to Manalo (2018) Department of Public Works and Highways
(DPWH) conducted a project under construction connecting Lipa City-Padre
Garcia-Rosario and San Juan. A 12- kilometer diversion road with 4 lanes will
lessen the traffic congestion from Manila to San Juan Batangas. Meanwhile, the
project Cavite-Tagaytay-Batangas Expressway (CTBEX) will greatly improve
access to Tagaytay City and Nasugbu, ensuring to lessen travel time and support
for the government‟s tourism thrust that will connect Cavite and Batangas.
According to Hull et al (2014), the observed costs of cycling includes
monetary costs, travel time, physical energy, risk of injury, risk of theft, comfort
and personal security also influence bicycle use. In order to facilitate bike
lanes/trails consideration will take like good lighting at night, the destination
should closer interesting place to cycle other than parks and recreational
facilities.
The accessibility of a destination is also a supporting factor since it
involves the access of tourist to the tourist spot. Examples are the signs and
symbols along the ways and the information that can be easily access online.
Accessibility is the physical access of tourists to tourism destination regardless of
their physical limitation, disabilities or age. Travellers easy access to social
media and internet need to work out by the destinations with a reliable and
accurate information using the information technology. Effective partnerships
among government and cooperation across many sectors involves many factors
for implementation including accessing information and local transportation.
Accessibility does not only benefits persons with disabilities but it benefits all of
society.
According to Fotis et al (2012), the user or tourist seeks information on
social media to have ideas where to go on vacation or for a holiday. This is to
lists down destination options and confirms the tourist‟s choice. The tourists also
seek ideas about accommodation and leisure options after selecting a
destination.
Ogunmola (2013) stated signs attract attentions through the use of
symbols, pictures and sometimes words or a combination of the three. Without
clear signs and symbols, people would not know how to move around and where
accidents could occur.
According to Rodrigue (2017), transportation planning deals with the
preparation and implementation of actions designed to address specific
problems. Its goal is to have an effective decision on management and regulation
for transportation activities in a destination.
A competitive tourism destination also depends on facilitating resources
and services which includes the availability and quality of local human,
knowledge and capital resources. It includes tour guide services, knowledgeable
staff and their enthusiasm on their job. This industry staffs is linked with the

development of Tourism and is a key contributor to the overall appeal of the
destination. Organizations which highlight the productivity, efficiency, innovation,
and quality are influences of the labor markets, maintenance of stable workforce
and building and retention of talented staff. It is important to a destination to
handle and control their staff with proper training, provide better service that
require less supervision and more likely to remain on the job.
According to Toren (2017), peace adds a feeling of tranquility and
security to the workplace. Establishing peace in the workplace also helps
manage the pressures of everyday life. Harmony of the staffs in the workplace
includes right communication, understanding rule of engagement, and leadership
According to Simm (2017), tour guide services can be expensive
particularly in a small group. They are more likely to purchase a good quality
guide book and read information in sites before visiting.
Lo and Kristensen (2018), stated that working in a hospitality industry can
be stressful as the nature of work within it includes hard deadlines, unexpected
interactions with guest, long working hours, night and evening work, repetitive
work, high emotional demands and problems with coordination of work.
According to Dierdorff (2015), employees who do not have a clear
understanding of how their jobs fit is more likely to have inability to make
excellent job and it would result to a low tourist satisfaction.

Hospitality is also one of the supporting factors and resources that affects
the competitiveness of a destination. The operating sectors of tourism are
responsible for delivering high quality and memorable experience for tourist.
Each tourist must feel that they are human that desire for warm acceptance as
they seek to enjoy the experiences the destination has to offer. Hospitality
industry to be successful need staffs or employee with certain qualities and
looking forward to meet customer expectation. A staff should be committed to
guest ensuring customer satisfaction. Excellent communication skills should be
effective orally and in writing. A good staff should also be knowledgeable in
technological application and organized as they multitask without difficulty.
Strong leadership skills make significant contributions to an organization‟s overall
success.
According Castańo (2018), a great customer experience consists of
small details and one of the most important is the smile. It has a great impact to
customer as it gives a good first and last impression to the company. He also
recommends to find something nice before starting the day because sometimes
fake smile is worse than no smiling at all.
According to LGC (2017), customers come to the establishment for a
variety of reason – great food, convenience, try something new and a friendly
service. This service is keeping them to come back. Service workers must be

friendly and approachable because it creates an outstanding customer
experience.
Enterprise refers to a different forms of related business ventures
permitted within the destination. It involves the need of the tourists through
products of facilities and services such as shops like loading station, gasoline
shops, pharmacy, retail shops, banks and other small businesses. It embraces
all sorts of activities involving creation and operation of a legal enterprise and
interact to the demand and supply of tourism products provided for the visitors.
According to Klavinski (2013), there are benefits when buying locally
grown food. Local food is grown full of flavor because mostly of these are
produced or has been picked 24 hours within the tourist purchase. It also has
more nutrient because it‟s not imported far away and the food grown in distant
location. It has the potential for food safety issues at harvesting, washing,
shipping and distribution. The tourist can also ask the farmers on what practices
they use to raise it, where the food come from and who grew it.
According to Gores (2017), today there are fewer stores offers a free gift
wrapping for customers because it costs money to provide such service. People
do take a wrap during holidays like Christmas, probable for those last-minute
shoppers. Some retailers gift wrap items for an extra fee that would break their
cost of service. These services make retailers to be more competitive to other
retailers.
According to Scherman (2017), street vendors are one of the most
convenient to buy especially when a tourist is on a budget, but with this Sokanu
(2015) stated that a vendor will need to obtain sales tax permit, tax certificate
from the government‟s revenue agency and if the items being sold are food
related, they also need to obtain permits advised from health codes and
regulation.
Qualifying and amplifying determinants. The potential competitiveness
of a destination is conditioned or limited by the factors under the qualifying and
amplifying determinants. These factors include the destination‟s location,
interdependencies, safety and security, awareness and image, cost/value and
carrying capacity.
A destination‟s location is its ability to attract visitors. It includes what a
destination can offer. Examples are the presence of pool resources, the stunning
marine sanctuary of the destination, the variety of sand, color and texture,
posters in the destination, artistic features and its natural beauty. Physical is the
most important factor that explains the location of tourists‟ attractions and
facilities. Good beach is one that offers good quality sand that also refers to a
natural beauty of an area. Scenery can be classified as the landforms like
mountains and water which effects the attractiveness such stunning marine
resources that also opens recreational possibilities.

According to Looloo (2018), San Juan is boast with beautiful beach and
water activities which is great for outdoor activities. Pristine beach, mountains,
mangrove forest are the towns best attraction that a tourist shouldn‟t miss.
Arellano (2015) on the other hand stated that Mabini is rich in marine life which is
best for diving. Aside from water resources, the destination also promotes Mt.
Gulugod a popular hiking place where you can see the view of the sea and town.
According to Donvito (2018), pool slides are the second most common
cause of serious injury in a swimming pool because of its slippery condition
especially in wet conditions. Anscombe (2015), stated that pool is place where
noise amplified because of children‟s playing around the pool while sound in the
beach is quiet and relaxing.
According to the Philippine Beaches (2018), Mabini has a short stretch of
white sand but not as fine as those will find in Boracay or Bohol. Meanwhile,
Peter (2017) says that the sand color and quality of the sand is important to the
beach experience of the tourists. White sand beach makes the sea water clear
and blue as explained in “Why Tropical Waters Are So Damned Blue”.
According to Llagas (2017), Batulao artscape is an expansive adventure
community twenty minutes near in Tagaytay. It is a livable art park which shows
designer homes and world-class vacation amenities. It also closes to the
proximity of Tagaytay and the beaches in Nasugbu which sitting in the middle of

mountain and beaches. From its current development, it will have an art park and
four museums, manmade beaches, lakes and a floating chapel. It has a concept
of active outdoor activities, highlighting home art design, festive themed
celebration and meditative for health and wellness.
According to Sweeney (2013), visual advertisement provides powerful
institutional support that is necessary to keep tourist intrigued. Travel posters
became a vital factor in establishing popularity of tourist travel.
The interdependencies that exists between destinations is also under the
qualifying and amplifying determinants. The competitiveness of any destination is
affected by the competitiveness of other destinations. The stopover before
reaching the destination is one of the examples of interdependencies. The
stopover destination can have a positive or negative impact to tourist. This
includes the availability of restrooms along the way and the availability of
destination‟s signage in the neighboring municipalities. Signages is a powerful
tool on letting people know the place that could attract tourist‟s attention when
passing along the way. Tourism direction signs from different restaurants and
shops and outdoor advertising will support each other that brought closeness and
alliance intertwine. Interdependencies in an area might create a sense of place
identity if each destination controlled it and work together towards a common
goal.

According to Chacon (2017), destination signs provide information
indicated the distance of the city, city name and the direction to the city. It is used
in advanced intersection to help drivers which way to turn and go.
According to Backpacker Guide (2018), planning a trip is a huge task for a
tourist. Booking with an agent is a little bit pricier considering that they take
commission from the travel products they sell. The tourists likely seek for online
booking agent and booking direct than to pursue travel agent because it‟s a
budget friendly. Jet (2017) says that the budget travelers may not need a travel
agent because internet make it easier to book on your own.
According to Dimen (2013), the food expenses depends on the tourist.
There are carinderians near Anilao Port that offer a meal for a low price. They
also consider buying ingredients from the market and preparing food for
themselves since tourist used to have island hopping.
According to Cantos (2014), seasoned travelers keep coming back in this
side of Batangas which is Nasugbu not only for its beautiful attraction but also for
its product they offer. Although, sweet sugar is the main product of Nasugbu
there are still products that can be also purchased came from nearby town. This
products are like the tapang Taal (marinated meat) and Tawilis (dried fish) which
came from the town of Taal. The popular Bagoong Balayan which is made from
tasting fish in Balayan etc

The safety and security in a destination is also an important factor in
competitiveness. While on vacation, tourists are in an unfamiliar environment.
Because of this, the need for assurance regarding their safety is important. The
safety and security of a destination influences travelers‟ go or no go” decision. It
is vital in providing quality in tourism, the success or failure of a tourism
destination depends on being able to provide a safe and secure environment for
visitors. Safety and security are basic prerequisites for the positive development
of destinations' tourism sectors (Reisinger and Mavondo, 2005).
Risk is moreover one of the most influential factors in tourists' travel
decision- making and mainly influences the decision where to travel. On the other
hand, there will always be some travelers that seek out dangerous or risky
experiences for the excitement and challenge. Safety and security in a
destination includes police patrols, life guards, security cameras with privacy
protection, beach signages. The need on investing in security is very essential in
a destination because the success and failure of a destination depends on being
able to provide a safe and security environment.
Manalo (2015) stated that there were groups of community members
residing inside or within the vicinity of the coastal area called bantay dagat,
whose task is to monitor, prevent and police the area against all sorts of illegal

activities committed by any natural or juridical person. It was recognized by the
municipal government of San Juan.
Dinglasan (2018), reported that the first infantry battalion of 2 nd infantry
division of Philippine Army of San Juan Batangas encountered members of new
people‟s army. This incident affects the tourism industry in the area. But police
officers of San Juan Batangas operates checkpoints to secure the place.
According to Troymedia (2018), lifeguards are efficient with their swimming
skills as they are physically fit and have enough knowledge to save the life of a
drowning person. Its general duties are to keep an eye on all activities going in a
pool or beaches and stay alert, to avoid unfortunate accidents.
According to Am (2007), signs and flags have played an important role on
beach water safety. This is to inform tourist about the destination local
information, lifeguard services and potential safety risks. It is important to have
information to avoid misunderstanding when people visit the beach and warn
public on where or not to swim.
According to Lischichen (2017), the public security cameras violates
privacy and tourist are frustrated as their movements are recorded anytime.
Numerous numbers of security cameras are expensive which will be wasteful
because it is not enough to stop the crime completely.

The awareness and image of a destination can also qualify and amplify its
competitiveness. It includes the positive and negative image of a destination. The
awareness regarding the issues in the destination will have impacts on the
potential tourist because they will consider it on visiting a destination. It is also a
gateway for tourist information providing services such as promoting local
attractions, culture, and activities. Awareness helps to raise curiosity of tourists
when they heard the destinations.
According to Nielsen (2018), the most trusted for travel advertising is word
of mouth. In accordance to his survey respondents, 92% of consumers say they
trust the recommendation from their friends and relatives above all other forms of
advertising. This is also called as “Social Proof”.
According to staff author (2018), there are other ways to enjoy during
beach vacation. Walking along the beach has a great deal of rest. Enjoying picnic
with the family gives less stress and reading near the sea makes tourists chill out
in a simple way. The sound waves and the smell of salt water brings peace of
mind which is a nature way of relaxing.
According to Day (2015), as part of marketing strategy, about one third of
tourist will purchase or visit a place after viewing a video ad. For those who view
video ad will find the place interesting and valuable and this video exposure will
increase the sales. The article says that video convey more information through
side and sound connecting to the viewer‟s emotion.

The cost or value is also included in qualifying and amplifying
determinants. Changing prices are one of the most important competitiveness
factors. Pricing is a difficult process for a destination. It is frequently determined
by the marketing policies of individual enterprises both at the destination and
providers at the place of origin. There are organization often providing guidelines
by suggesting minimum and maximum prices to protect small suppliers from
aggressive competition and to protect consumer from overpricing such for
lodging, products, and transportation services. The greater the spending of
tourist locally the better it is for destinations, as it increases the productivity of
local enterprises. The cost of the consumer‟s trip is a consideration especially
before, during and after the trip because pricing plays an important role in
determining destination image. It is significant for consumers to perceived fair
services at a good value of money because displeasure damages the
competitiveness of the destination. (D. Buhalis 2010).
Travelers are more value conscious as they want to satisfy themselves
with the right prices of products and services they avail. They consider the prices
to be an important criterion before and after the purchase.
According to Reykjavik (2008), charging entrance fees for the natural
attractions is a good way to contribute to the maintenance and management
costs of the areas in the destination where they visit. The effects of fees in
visitation predicts that the higher the price of a good, the fewer number of people
are willing to pay for it. Tourist are willing to pay entrance fee and believe that the
money would go for protecting and improving the tourist sites.
According to McMalcolm (2013), choosing the right time to offer discounts
can make a big difference in the success of your promotional strategy. Since
consumers are price sensitive it is easier for businesses to attract them with
discount, promotions and coupons.
According to Parode (2018), many resort or hotels are now charging for a
mandatory fee. These fees include all kind of items and services they can offer
like internet access, parking, pool access or gym etc. it is all set once you the
accommodation is settled.
According to Fisher (2015), the prices advertised in tour package doesn‟t
include everything. There are hidden charges once the tour is settled like taxes
and other fees. Meanwhile, package will save travelers money if it is arranged on
their own without any escort.
Lastly, the destination‟s carrying capacity also affects its competitiveness.
As it involves the sustainable limit of a destination to avoid deterioration of the
area. A popular destination without the control to the number of tourists will
surely have a big struggle in the carrying capacity.
The application of the carrying capacity to a destination makes the need to
consider tourists number, the use beaches and infrastructure, congestion of

facilities, sea pollution, waste production, etc. It is an effective tool to avoid many
impacts that occur in excessive arrival of tourists. Carrying capacity also
influences the environment including water and food availability and space.
According to UNWTO (2010), the uncontrolled development of the tourist
activities and the intensive land exploitation can cause a rapid degradation and
reduction of the environmental, cultural and social resources of the destination.
According to Ilijasic (2013), using pre-booking and reservations make
tourism industry easier as it provides tourist a great travel experience. It will save
tourist‟ time, because they will not need to wait for hours to confirms their
reservation. It also limits the number of tourist arrival in the area on the same
time.
Research Literature
The researchers reviewed previous studies that are related to the present
study. This directed the researchers to come up with the desired understanding
of their topic.
The study of Armenski et al (2012), entitled “Tourism Destination
Competitiveness Between Two Flags”, used a comparative study of Slovenia and
Serbia for analyzing the competitiveness. The guiding principle of this study is
that a destination‟s competitiveness can be advanced through adequate matches

between tourism resources and destination management. The results showed
that Slovenia is more competitive in its inherited and in some of its created
resources: natural endowments, cultural heritage, and spas. Similarly, to
Slovenia, research showed that Serbia is also considered to be more competitive
in its Inherited and some of its created resources: natural and nightlife. In
addition to the nightlife, variety of cuisine and special events are most
competitive features. The research also reveals areas where improvements
should be made to boost Slovenian as well as Serbian tourism competitiveness.
However, Serbia and Slovenia have the opportunity to become a successful
tourism destination but for the efficient prosperity of the tourism industries, many
improvements in the area of destination management and demand conditions,
most probably promotion, should be made especially in the field of regional
appeal.
The study of Croes (2010) stated that competitiveness is often the
benchmark against which success is measured. The questions underlying in the
study are: how to measure destination competitiveness and how to explain the
different levels of competitiveness among destination. The study concluded that
to become competitive, the destinations should provide a high quality of product
and with more arrivals means more tourists to spend. The resources that affect
the competition are the inputs such land, parts of infrastructure, transport and
hotel services.
The study of Craigwell (2007) entitled “Nature and determinants of tourism
competitiveness in small island developing states- (SIDS)”. The study examined
the tourism competitiveness of the destination with the index eight separate
indicators namely price, human tourism, infrastructure, environment, technology,
human resource, openness and social aspect. Part of study stated that
destination policies are important because they apply key inputs in terms of
climate, beaches, beautiful sights, infrastructure, safety and security and
cleanliness that contribute to the production of tourism services. Overall, the
estimated result indicated that the determinant of tourism value depends on the
level of arrivals, price, the level of tourism development and the level of
investment in the infrastructure.
Bigne et al. (2010) stated that the traveler‟s choice of destination depends
on how favorable the image is. The image that is point out in the study are the
sandy beaches, well known bars and restaurants and the presents of the stars or
VIP. The study also states that the main source of the destination information
came from the word of mouth, previous experience, media and internet. The
findings are derived from the interviews conducted and the participants express
their feeling at the subject destination including their likes and dislikes on
marketing tools and the reason of their visitation, concerns and reference. The
findings showed that the most important reasons for destination choice were
having fun, getting away from everyday routine life and for the beautiful scenery.
It is important that if a destination meets the needs of a tourist it is perceived to
be attractive and is likely to be chosen.
Synthesis
The related studies and concepts exhibit definite relationship with the
present study. All the information is analyzed considering their similarities and
differences to highlight the uniqueness of the present study.
The study of Armenski et al. (2012) is similar to the present study because
both studies used the comparative research design in determining destination
competitiveness. Both have indicators to determine and compare the
competitiveness where the studies focus on.
Moreover, the study of Croes (2010) is closely similar to the present study
because the past study also focused on the destination competitiveness. Like the
present study, it also highlights the resources that affect the competition in such
destination.
The study of Craigwell (2007) examined the destination competitiveness
using the eight indicators namely price, human tourism, infrastructure,
environment, technology, human resource, openness and social aspect. This is
closely similar to the present study because the researchers also determine the
competitiveness using the core resources and attractors, supporting factors and
resources and the qualifying and amplifying determinants.

Lastly, the study of Bigne et al. (2010) is also similar to the current study
because both are derived from the respondents that expressed their feelings and
experiences at the subject destination including their likes and dislikes on
marketing tools and the reason of their visitation, concerns and reference.
Conceptual Framework
For a clearer understanding of this study, the researchers had provided a
conceptual framework as well as the conceptual paradigm which showed the
variables that were taken into consideration. The model was based from Ritchie
and Crouch model of competitiveness. It contains seven group of factors namely;
Core Resources and Attractors, Supporting Factors and Resources, Destination
Management, Destination Policy, Planning and Development and Qualifying and
Amplifying Determinants. The researchers only included three group of factors in
their study showed in the conceptual paradigm below.

Supporting Factors and

Resources
a. Infrastructure
b. Accessibility
c. Facilitating Resources
d. Hospitality
e. Enterprise
Core Resources and Attractors

a. Physiography and Climate
b. Culture and History
Destination Competitiveness c. Market Ties
d. Mix of Activities
e. Special Events/
Entertainment
f. Superstructure
Respondent’s
Demographic Profile
a. Age Qualifying and Amplifying
b. Gender Determinants
c. Monthly Income a. Location
d. Civil Status b. Interdependencies
e. Educational c. Safety/Security
Attainment d. Awareness/image/brand
e. Cost/value
f. Carrying capacity
Figure I
Conceptual Paradigm
The conceptual paradigm presents the essence of this study. The first box
establishes the destination competitiveness of the top three summer destination
of Batangas Province. The next box contains the core resources and attractors.
This component of the model describes the primary elements of destination
appeal. These factors fall into seven categories; physiography and climate,
culture and history, market ties, mix of activities, special events, entertainment
and the superstructure. The next box contains the supporting factors and

resources which includes the infrastructure, accessibility, facilitating resources,
hospitality and enterprise. The next box contains the qualifying and amplifying
determinants which includes the location, interdependencies, safety/security,
awareness and image, cost/value and carrying capacity. The framework above
contains an intervening box which contains the demographic profile of the

CHAPTER III
RESEARCH METHODOLOGY
This chapter describes and explains in full detail how the present study
was conducted. It presents the research method and sampling procedures that
were used in the study. It also includes the data gathering instruments,
instrumentation, data gathering procedure and statistical treatment of data.
Research Design
The comparative research design is utilized as it aimed to assess and
compare the destination competitiveness of the top three Summer Destination in
Batangas Province.
According to Pentti (2013), comparative research enables to identify and
explore the similarities and differences between chosen phenomena or groups.
The study will focus on different cases, processes and geographically defined
accords, which are comparable. To gather the needed data, a researcher-made
questionnaire was used.
The researchers employed this method with the help of self-made
questionnaires to get all the necessary information to achieve the goal of the
study. Through this research design, appropriate conclusions, findings and
recommendations were gathered.

Respondents of the study
The participants of the study included tourists who have already visited
one of the top three Summer Destination in Batangas Province. A total of 300
respondents were involved in this research. The respondents were chosen using
the random sampling procedure based from the total number of tourists visited
each destination. It was also based on the tourists‟ arrival of summer 2018 from
the Department of Tourism- Batangas Chapter.
Table 3.1
Top Three Summer Destination in Batangas Province
SUMMER DESTINATION COUNT
San Juan 193,712

Mabini 81,185
Nasugbu 66,580
TOTAL 341,477
The researchers made sure of the proper distribution of the survey
questionnaires to the respondents. The Slovin‟s formula was used to get the total
number of respondents per summer destination using 10% margin of error or
tolerance. The formula is as follows:

where:
n= Sample size
N= Total population of San Juan
E= Margin of error 10% (0.1)
= 99.9
where:
n= Sample size
N= Total population of Mabini
where:
n= Sample size
N= Total population of Nasugbu

Table 3.1
Frequency and Percentage Distribution of the Respondents in terms of
Destination
SUMMER DESTINATION FREQUENCY

San Juan 100
Mabini 100
Nasugbu 100
TOTAL 300
Table 2 presents the summary of respondents per summer destination.
The researchers used random sampling to have equal number of respondents.
Each destination has an equal distribution of 100 respondents with a total of 300
respondents.

Data Gathering Instrument
After the approval of the research title, the researchers immediately
started gathering of data pertinent to the topic using various resources such as
books, internet sources, and unpublished & published theses. However, the
study used a self- made survey questionnaire as the primary data gathering
instrument. It was validated before the distribution to the tourists.
The questionnaires were distributed to the tourists who already visited the
three-summer destination. The researcher-made questionnaire used in this study
consists of two parts. (1) Profile of the respondents in terms of age, gender, civil
status, income level and educational attainment, (2) summer destination
Indicators in terms of core resources and attractors, supporting factors and
resources and qualifying and amplifying determinants.
The researchers validated the reliability of the questionnaire using
Cronbach alpha. The result is 0.983 higher than minimum value of 0.70.
Data Gathering Procedure
For the survey questionnaire, the researchers used a self-constructed
questionnaire accumulated from various articles from different reading reference
materials like several books, journals, and the internet about the destination
competitiveness of the top three Summer Destination in Batangas Province.

Also, in order to gather data, researchers searched from different libraries such
as City Library, Provincial Library and Westmead International School Library.
The questionnaire was based on the statement of the problem. The data
gathered were then tallied and were given appropriate statistical treatment
relative to the objectives of the study.
Given the permission, the researchers personally distributed the
questionnaire to the respondents. The questionnaire had an attached letter
explaining the purpose of the study. Respondents were requested to participate
in the survey by answering the questionnaire. After all the questionnaire were
answered, the data were gathered, recorded, tallied, tabulated, and statistically
analyzed and later interpreted. Concerning the results of the data, assistance of
a statistician was sought to ensure the precision of statistical decision,
computation, and tabulation.
Statistical Treatment of Data
The data obtained from the respondents were tallied, tabulated and
interpreted using the following statistical methods:
Kruskal Wallis Test. The Kruskal- Wallis test or H test is a nonparametric
(distribution free) test, and it is used when the assumptions of one-way ANOVA
are not met. It is used to determine if there are statistically significant differences
between two or more groups of variables. The formula is

where:
= sample size for a population
= rank sum for population
n = total number of observations
In this study, this test was used to determine the significant difference
between the three groups of respondents for objectives 2, 3 and 4.
Frequency and Percentage. Frequency indicates the number of a
particular response of the respondents. Percentage on the other hand, define as
numerical expression that includes a percent sign, it displays the percentage of
observations. In this study, frequency and percentage were used to clearly
present the distribution of data for every variable especially the tourist‟s profile.
Ranking. This was used to determine the positional importance of the
responses to the answered items. In this study, this was used determine the
destination competitiveness of the top three summer destination.

Weighted Mean. It refers to the arithmetic average of the overall
responses of the respondents. This statistical treatment was used in this study to
be able to determine the weighted average and corresponding verbal
interpretation of each of the specific responses based on the following Likert
scale:
Weighted Mean Verbal Interpretation
4.50 – 5.00 Strongly Satisfied
3.50 – 4.49 Very Satisfied
2.50 – 3.49 Satisfied
1.50 – 2.49 Slightly Satisfied
1.00 – 1.49 Not Satisfied

CHAPTER IV
PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA
This chapter presents the data which were analyzed and interpreted within
the framework of the objectives found in the statement of the problem.
1. Profile of the Respondents
The proceeding set of tables shows the profile of the respondents in
terms of age, gender, income level, civil status and educational attainment.
Table 4.1.1
Frequency and Percentage Distribution of the Respondents in terms of Age
AGE FREQUENCY PERCENT RANK

21-26 years old 122 41 1
27-32 years old 61 20 2
33-38 years old 47 16 3.5
39-44 years old 23 7 5
45 years old and above 47 16 3.5
TOTAL 300 100
Table 4.1.1 above presents the distribution of respondents in terms of
their age. The table shows that most of the respondents belongs to the age
bracket of 21- 26 years old equating to 40. 7 % of the total respondents. Those
who are in the bracket of 27-32 years old had a percentage of 20.3 %, followed
by 33-38 years old and 45 years old and above equating to 15.7%. Lastly, the

age bracket of 39-44 years old had a percentage of 7.7% of the total respondents.
Perhaps the age 21- 26 years old are more likely being in a new place and this
age, they want to go out in their comfort zone. While 39-44 years old are more
focus on career and had a greater family commitment.
According to Rizzo (2017), the age bracket of 21-26 years old choose
to spend their time on vacation outside because they are the most affected by
advertisement especially when it comes to travel. According to Kendle (2016),
39-44 years old are the least likely to travel because in this age, many people are
in the rough point of their career as they have partners and children and may
have elderly parents to help out, so it‟s obviously the trickiest time.
Table 4.1.2
Gender
GENDER FREQUENCY PERCENT RANK
Male 146 49 2
Female 154 51 1
TOTAL 300 100
Table 4.1.2 presents the distribution of respondents in terms of their
gender. The table shows that majority of the respondents are females equating to
51.3%, while male had a percentage of 48.7%.

According to the survey, females travel more than males. This is partly
due to the fact that they spend more of their savings for getaways and most of
the travel decisions are made by females. Springhill (2014) stated that females
travel every 10 months while males travel every 12 months and two thirds of
travelers today are women. Cox (2016) stated that traveling is a cure after a very
tiring work.
Table 4.1.3
Income Level
INCOME FREQUENCY PERCENT RANK

5,000 – 15,000 180 60 1
15,000 – 25,000 52 17 2
26,000 – 35,000 40 13 3
36,000 – 45,000 20 7 4
46,000 and above 8 3 5
TOTAL 300 100
Table 4.1.3 shows the distribution of the income level of the respondents.
It can be seen in the table that the highest frequency of income of the
respondents is 5,000 – 15,000 which consisted of 180 respondents equating to
60%, 15,000 – 25,000 equating to 17.3% and composed of 52 respondents. Next
is the 26,000 – 35,000 income brackets with 13.3% and consisted of 40
respondents, 36,000 – 45,000 had a percentage of 6.7% which composed of 20

respondents. And lastly, the 45,000 and above income bracket equating to 2.7%
and consisted of 8 respondents.
It was concluded from the survey that tourists with P5, 000 - P15, 000
travel more because they have more time to travel. People earning this range are
mostly entry-level staff and those who provide general services in companies and
government offices. At the same time, this salary range can provide tourist with
necessities that they need for their travel especially if they are backpackers.
According to Philippine Statistic Authority (2016), the average
expenditure of a tourist during their most recent trip was P1, 680. On the other
hand, tourist whose purpose is for pleasure and vacation spent P1, 807. The
large part of it is for accommodation and shopping. These amounts are very
much attainable for travelers with monthly income of P15, 000 and below.
Meanwhile, those who have a salary of P46, 000 and above have a
higher position or own a business with lots of responsibilities assigned to them
and less time for travel.
Table 4.1.4
Civil Status
CIVIL STATUS FREQUENCY PERCENT RANK

Single 160 53 1
Married 140 47 2
TOTAL 300 100

Table 4.1.4 presents the distribution of respondents in terms of their civil
status. The table shows that most of the respondents are single which composed
of 160 respondents with the percentage of 53.3%, while the married had a
percentage of 45.3% consisted of 136 respondents. Those who travels are
mostly single because they are the one who crave for adventure and loves to
explore new things. On the other hand, those that are married rather stay with
family and face their responsibilities. When they do travel, it‟s for the purpose
that also relates to their responsibilities in the family.
According to Forno (2014), single travelers meet more people, get into
more weird adventures, experience more and want to get out of their comfort
zone. On the other hand, according to Roseman (2016), travelling is a least thing
to do when you are married, as there are many responsibilities and jobs in your
family that you need to do. If you‟re a mother especially, you need to add another
jobs to the list.
Table 4.1.5

Educational Attainment
EDUCATION FREQUENCY PERCENT RANK
Degree holder 181 60 1
Non-Degree holder 119 40 2
TOTAL 300 100

Table 4.1.5 presents the distribution of respondents in terms of their
educational attainment. The table shows that majority of the respondents are
Degree Holder composed of 181 respondents with the percentage of 60.3%
while the Non-Degree Holder consisted of 119 respondents with the percentage
of 39.7%.
The result showed that majority of the respondents are college
graduates. It proved that they were more interested and curious to explore their
knowledge regarding the tourism industry and have more means to travel. Bector
(2015), stated that college graduates earn more money throughout their life time
than those with high school education, and most of the non-degree holders have
responsibilities in providing the needs of a family that‟s why they don‟t allocate
more money for travel purposes.
2. Destination Competitiveness with regards to Core Resources and
Attractors
The proceeding set of tables shows the destination competitiveness with
regards to core resources and attractors.
2.1 Physiography and Climate
The table below shows the destination competitiveness with regards to
Core resources and attractors in terms of Physiography and climate.

Table 4.2.1
Respondents Assessment on the Destination Competitiveness with regards

to Core Resources and Attractors in terms of Physiography and Climate
SAN JUAN MABINI NASUGBU

Interpre- Interpre- Interpre-
Physiography and Climate Mean tation Rank Mean tation Rank Mean tation Rank
3.84 VS 2 3.47 S 2 3.72 VS 3
1. The quality of air in the
destination is adequate and
clean.
3.61 VS 6 3.36 S 4 3.69 VS 6
2. The environment in the
destination is serene and
peaceful.
3.64 VS 5 3.33 S 6 3.69 VS 6
3. Uniqueness of Natural
Attraction such as falls and
forest.
3.58 VS 7 3.35 S 5 3.69 VS 6
4. There is a visible Flora
(plants) and Fauna
(animals) in the area.
3.80 VS 3 3.53 VS 1 3.83 VS 2
5. The ecotourism sources
are present.
3.67 VS 4 3.24 S 7 3.87 VS 1
6. There is a changing
condition of weather.
3.91 VS 1 3.39 S 3 3.71 VS 4
7. There is a beautiful
scenic of plains and
mountains.
COMPOSITE MEAN 3.62 VS 3.38 S 3.74 VS
Table 4.2.1 clearly shows the destination competitiveness with regards
to Core Resources and Attractors in terms of Physiography and Climate.
Nasugbu has a composite mean of 3.74 and San Juan has a composite mean of
3.62. Both have a verbal interpretation of very satisfied. On the other hand,
Mabini has a composite mean of 3.38 with the verbal interpretation of satisfied.

Tourist visiting Nasugbu are very satisfied with what the destination can
offer. Nasugbu is known for famous beaches- white sand or not. It is also a
tropical paradise that has so much to offer to beach lovers and mountain
climbers alike. Nasugbu town center is set in an agricultural plain but much of the
area are crumpled with mountains, concealing pristine coves.
Nasugbu got a verbal interpretation of very satisfied maybe due to the
fact that the mountain ranges on the East including Mount. Batulao neutralize the
heat in Nasugbu as it brings a cool refreshing scent of the evergreens and the
calming breeze that comes from the sea (Lona, 2018). The peacefulness and
serenity of the environment, the uniqueness of natural attraction and the visibility
of flora and fauna got the lowest rank in Nasugbu but it remains very satisfied for
the tourists.
Same with Nasugbu, San Juan also receives a verbal interpretation of
very satisfied may be due to the fact that there are numerous and promoted such
Blue corals, Acuatico, La Luz etc. in the town with gorgeous beaches, and dive
sites. It is also a priority for tourism development since 2010 under the terms of
Gloria Macapagal Arroyo (Enriquez, 2012). The destination has a low flat and
slight rolling land area. Some white and beaches and forested mountains and hill
are to be seen in the area including waterbodies which aid very much in the
agriculture activities of the municipality.

Meanwhile, Mabini has a verbal interpretation of satisfied. Even though it
is a popular tourist it doesn‟t have a white powdery sand, but it makes up for it in
terms of scenery and activities offered there (Sison, 2018). It is popular to marine
resources which is good for ecotourism. It is known for its diving spot and
snorkeling sites which became an attraction to tourists.
According to Cantos (2014), Mabini is a paradise for those who enjoy
wondering at the beauty of nature. This is a destination which will prove that
Batangas is truly endowed with the magnificence of God‟s creation. It has first-
rate diving sites and is considered one of the country‟s best.
2.2 Culture and History
The table below shows the Destination Competitiveness with regards to
Core Resources and Attractors in terms of Culture and History.

Table 4.2.2
Respondents Assessment on the Destination Competitiveness with

regards to Core Resources and Attractors in terms of Culture and History

Culture and History Mean tation Rank Mean tation Rank Mean tation Rank
1. The quality of local
handicraft such as carving, 3.54 VS 3 3.32 S 3 3.47 S 5
sculpture, stitching,
embroidery etc. is available in
the destination.
2. The destination assesses 3.43 S 5 3.18 S 5.5 3.51 VS 4
preservation of historic sites.
3. The essence and value of
heroes is utilized in the 3.40 S 7 3.18 S 5.5 3.35 S 7
destination.
4. The strong presence of
Batangueño accent (deep 3.74 VS 1 3.47 S 1 3.78 VS 2
and melodic way of speaking)
is still evident.
3.59 VS 2 3.41 S 2 3.79 VS 1
5. The resident‟s superstitious
belief is still practiced.
6. The presence of traditional
3.52 VS 4 3.26 S 4 3.53 VS 3
music and pay respect in
such rituals like dances and
chants.
7. The destination is essential 3.42 S 6 3.08 S 7 3.45 S 6
to some religious attitudes,
beliefs and practices.
Composite Mean 3.45 S 3.27 S 3.55 VS
Table 4.2.2 shows the destination competitiveness with regards to Core
Resources and Attractors in terms of culture and history in their respective
destination. Tourist who visited Nasugbu were very satisfied and it reflects to the
composite mean of 3.55. Meanwhile the composite mean of 3.45 showed that
Destination Competitiveness among the Top three Summer Destinations in 62

Batangas Province
tourists who visited San Juan were satisfied same as Mabini with a composite
mean of 3.27.
The practiced of resident‟s superstitious beliefs got the highest
composite mean in Nasugbu and the essence and value of heroes in the
destination placed on the lowest rank like in San Juan. The destination does not
have a popular hero. Heller (2014) stated that the linguistic variety is a real thing
in the tourism industry. Language is increasingly being used as the first point of
contact. In Munich, for example, subway drivers are apparently encouraged to
speak with Bavarian accents, to underline the uniqueness accent of the city.
Language gives detail portrayal of the potential tourism destination in which
attempts to persuade, attract, encourage the potential tourists to be actual
tourists. It is the reason why tourists are attracted in the Batangueńo accent of
San Juan and Mabini.
More than crystal clear water and white sand, San Juan also offers a
heritage tourism destination. The destination also offers to visit homes that are
nearly 125 years old and the great mansions coconut money built and other
ancestral houses in the town proper. The traditional drink which is called
Lambanog plays an important role in the towns culture as it also a source of
wealth in the last century (Dy, 2016). Meanwhile, the verbal interpretation of San
Juan was satisfied maybe because the destination has a higher demand for
beaches and natural attraction.

The destination‟s essentiality to religious attitudes, beliefs and practices
got the lowest rank in Mabini, perhaps it is due to lack of popular churches and
heritage sites in the area. In San Juan and Mabini, the strong presence of
Batangueńo accent got the highest rank because of its uniqueness and deep
Tagalog words that catches the tourist interest.
2.3 Market Ties
The table shows below the destination competitiveness with regards to
Core Resources and attractors in terms of market ties.

Table 4.2.3

regards to Core Resources and Attractors in terms of Market Ties

Market Ties Mean Rank Mean Rank Mean Rank
tation tation tation
1. There is an evident
presence of tourism 3.45 S 7 3.23 S 5 3.43 S 7
products.
2. The destination is
coordinated with
environmental specialist
3.59 VS 4.5 3.24 S 4 3.54 VS 6
from Batangas
Environment and Natural
Resources Office.
cooperated with
3.51 VS 6 3.13 S 7 3.63 VS 3
Government Sanitation
and Hygiene Department.
4. The destination follows
environmental laws, rules
and ordinances 3.65 VS 2 3.33 S 3 3.57 VS 4.5
sustainable for a tourism
sector of the province.
5. The destination
establishment provides
certificate of 3.75 VS 1 3.41 S 2 3.57 VS 4.5
Environmental
Compliance.
coordinated with DENR
waste segregation policy 3.61 VS 3 3.51 VS 1 3.71 VS 1
or proper garbage
collection.
7. The municipality
provides standards for 3.59 VS 4.5 3.17 S 6 3.67 VS 2
water quality guidelines.
Composite Mean 3.59 VS 3.29 S 3.59 VS
Table 4.2.3 presents the destination competitiveness with regards to Core
Resources and Attractors in terms of Market ties. The composite mean of 3.59
showed that tourists who visited San Juan and Nasugbu were very satisfied while
tourists who visited Mabini were satisfied equating to 3.29 composite mean.
A tourist destination before it‟s operated must at least comply with a legal
process and must cooperate to government for a better competitive destination.
Firms or business in the destination need to be commit to DENR, Sanitation,
environmental laws and destination standards.
In San Juan, tourists were very satisfied with the certificate of
Environmental compliance of the establishments. It was placed highest in the
rank because the establishments are cooperating with the organizations that
avoid negative impacts to the environment. Tourist who visited the destination
also see that the destination complies with the proper garbage disposal.
Tourists who visited Mabini and Nasugbu were very satisfied with the
destination‟s coordination with DENR waste segregation policy or proper garbage
collection. It was placed in the highest rank. The government of Mabini and
Nasugbu wants to commit cooperation to a cleaner environment and better
health to tourist and residents.

waste as the strict implementation of the “no segregation, no collection policy”.
Meanwhile the presence of tourism products got the lowest rank in San
Juan and Nasugbu. Tourism products includes accommodation, shopping
centers and souvenir outlets. Both San Juan and Nasugbu do not have sufficient
shopping malls in the area.
On the other hand, the destination‟s coordination with government
sanitation and hygiene department got the lowest rank in Mabini. It is probably
due to lack of standards in hygiene and sanitation of Mabini, since the destination
is still don‟t have big establishments that would be strict with the hygiene and
sanitation standards. Mhango (2016) stated that improving sanitation and
hygiene in places of tourist attraction can attract more tourists and cleanliness is
an important component of the consumer experience.
2.4 Mix of Activities
The table shows below the destination competitiveness with regards to
Core Resources and attractors in terms of Mix of Activities.

Table 4.2.4

regards to Core Resources and Attractors in terms of Mix of Activities

Mix of Activities Mean tation Rank Mean tation Rank Mean tation Rank
1. There is a will to Land 3.41 S 4 3.69 VS 1 3.61 VS 3
Activities such as Hiking,
Caving.
2. There are Water Activities

such as Scuba Diving, 3.69 VS 1 3.54 VS 2 3.79 VS 1
Parasailing, Fly Boarding,
wind Boarding, Surfing.
3. There is a pleasure to
Extreme Air Activities such
as Sky Diving, Giant Swing, 3.50 VS 3 3.21 S 5 3.38 S 6
Zip Line, Aerial Walk, Free
Fall, and Rappelling.
4. There are available to

Sports Activities to enjoy
such as Basketball, Soccer, 3.52 VS 2 3.44 S 3 3.68 VS 2
Frisbee, Volleyball, Football
and Badminton.
3.34 S 6 3.25 S 4 3.48 S 5
5. There are available
Industrial tour /factory tour).
3.39 S 5 3.3 S 6 3.54 VS 4
6. Leisure activity like
shopping is widely available.
7. The presence of gaming
activities such card games,
charitable games and lottery 3.28 S 7 2.96 S 7 3.31 S 7
operated games.
Composite Mean 3.45 S 3.34 S S 3.54 VS
Table 4.2.4 shows the destination competitiveness with regards to Core
resources and attractors in terms of mix of activities. Tourist who visited Nasugbu
were very satisfied with the mix of activities and it reflects to its composited mean
of 3.54. San Juan got the composite mean of 3.45 and it showed that tourists

Batangas Province
were satisfied while the composite mean of Mabini which is 3.34 of showed that
tourist were satisfied.
San Juan, Mabini and Nasugbu similarly offers a variety of activities since
they are all summer destination located near in the sea. Both San Juan and
Mabini got the verbal interpretation of satisfied and only Nasugbu got a very
satisfied interpretation maybe because Nasugbu has the fortune island which is
suit for an adventure person. It is an abandoned island with no electricity or
running water. It is good for camping and perfect location for pictures especially
with Athens inspired pillars of acropolis. The interesting lighthouse in the island
which is a beautiful site to hike and the cliff diving as the most popular activity
located at the back of the largest hill. There is also an Island monument and a
replica of a ship wreck on the coats of the island.
The highest rank for the mix of activities in San Juan and Nasugbu are
the water activities such as scuba diving, parasailing, fly boarding, wind boarding
and surfing. Aside from diving and snorkeling, San Juan also offers new water
activity like fly fish which is one of the most chosen activity in San Juan.
Meanwhile, Nasugbu offers above average rate of water activities.
Tourists choose this place because of its quality services, elegant
location and full package discounts and privileges including sport facilities.
Adventurous feet (2010), stated that Canyon cove is the most popular resort in

Nasugbu. The resort offers many benefits including facilities with certificates for
complimentary tour and discounts on sport facilities and services.
According to Aneuver (2016), San Juan is also called as the Boracay of
the south. There are many activities involved in a destination which is truly good
for summer vacation. The day tours offered by pax services such fly fish and
Banana Boat, donut boat, Island hopping with a tour guide, jet Skis, kayaks,
pedal boats etc. According to the respondents, there were various water activities
in San Juan that made their vacation very full filling.
In Mabini, the Land activities such as hiking, caving and mountaineering
got the highest rank it is due to the fact that Mt. Gulugod Baboy is located in the
area. Mt. Gulugod Baboy is a popular hiking spot. It is beginner-friendly, with
climbers able to reach the peak within one hour or less, so even those who are
not used to mountain climbing can experience it. The mountain has three peaks:
Gulugod Baboy, Pinagbanderahan, and Tore. The reward for reaching the peak
is a scenic view of the entire town, and a combination of blues and greens from
waters and forests (Wow Batangas, 2018).
Meanwhile, the lowest rank goes with the presence of gaming activities
such as card games, charitable games and lottery operated games. The three
destination got the same lowest rank for the mix of activities, perhaps the
municipalities is not focusing on creating gaming activities although there were

small lotteries in the area. According to Littlewood (2016), tourists often view
gaming as a leisure activity option that they can participate in during their
holiday. Gaming activity is a major public issue for those people who spend time
and money more than they can afford to. It may cause bankruptcy in a short time
and it may change a person in one night.
2.5 Special Events/ Entertainment
The table shows below the Destination Competitiveness with regards to
Core resources and attractors in terms of special events /entertainment.

Table 4.2.5

to Core Resources and Attractors in terms of Special Events/ Entertainment

Special Events/ Interpre- Interpre- Interpre-
Entertainment Mean tation Rank Mean tation Rank Mean tation Rank
1. Theme parks
events are
3.09 S 6 2.86 S 6 3.41 S 5
available.
2. There are 3.02 S 7 2.84 S 7 3.33 S 6
sufficient Shopping
Malls.
3. There is nightlife 3.35 S 3 3.13 S 5 3.52 VS 4

on beaches.
4. There are
government officials
in municipality
events like 3.65 VS 1 3.50 VS 1 3.58 VS 1
foundation day
and/or town fiestas.
5. The presence of
functions or
fundraising events
involving activities
like raffles, auction 3.27 S 4 3.32 S 2 3.53 VS 3
etc. are found in the
destination.
6. There are
cinemas or movie 3.11 S 5 3.17 S 4 3.31 S 7
theatre along the
place.
7. The destination
is appropriate for 3.48 S 2 3.20 S 3 3.55 VS 2
team building
events.
COMPOSITE MEAN 3.28 S 3.15 S 3.46 S
Table 4.2.5 shows the destination competitiveness with regards to core
attractors and resources in terms special event and entertainment. It indicates

that the tourists were satisfied with the top three- summer destinations. The
composite mean of Nasugbu is 3.46, 3.28 is the composite mean of San Juan
and Mabini has 3.15.
One of the reasons why the three destinations got the verbal interpretation
of satisfied with regards to special events and entertainment, is because of the
lack of it. There were no malls or some other types of entertainment in the area
except for the town fiestas or festivals. The government officials in municipality
events like foundation day and/or town fiestas in San Juan, Mabini and Nasugbu
got the same highest rank, perhaps the government officials are always present
in fiestas and foundation to support their town or municipality. Fiesta is part of
Filipino culture, through good and bad times, the fiesta must go on. Each city and
barrio has local festival of its own where a tourist may participated and enjoy.
According to Lao (2011), for many Filipinos, fiestas are important because
of the miraculous power of the saints. It is believed that the saints are
responsible for all the good fortune and favor one receives. More than that, it is
also during this time that the locals got to celebrate their culture and traditions
that are passed on to the next generation. Meanwhile, San Juan and Mabini got
the lowest rank for sufficient shopping malls, while the lowest rank of Nasugbu is
the availability of cinemas or movie theatre along the road. According to the
respondents, there were no sufficient and appealing shopping malls in the area
since the municipality focuses on the beach attractions.

According to Santos (2013), tourists found beaches more relaxing than
malls and other entertainment. Tourists choose to spend their vacations away
from the city where they can relax from exhausting stress of work.
2.6 Superstructure
The table shows the destination competitiveness with regards to
core resources and attractors in terms of Superstructure.
Table 4.2.6

regards to Core Resources and Attractors in terms of Superstructure

Superstructure Mean tation Rank Mean tation Rank Mean tation Rank
3.73 VS 1 3.20 S 5 3.63 VS 3
1. Hotels satisfy the need
of tourists.
3.68 VS 2 3.25 S 4 3.48 S 6
2. There is an available
foodand beverage
establishment.
3. There is an available 3.47 S 5 3.35 S 3 3.71 VS 1

health center.
4. There is an available 3.36 S 6 3.10 S 7 3.52 VS 5

left luggage facility.
3.65 VS 4 3.41 S 1 3.67 VS 2
of electricity and water
supply.
3.67 VS 3 3.36 S 2 3.61 VS 4
6. There is a quality
transmission signals for
communication.
3.35 S 7 3.11 S 6 3.37 S 7
tourism office.

Table 4.2.6 shows the destination competitiveness with regards to core
resources and attractors in terms of superstructure. The tourists were very
satisfied during their visit in Nasugbu and San Juan which reflects to the
composite mean of 3.57 and 3.56 respectively. On the other hand, Mabini has a
composite mean of 3.25 which results to the verbal interpretation of satisfied.
The availability of superstructure in a municipality reflects from the
development of the area. Nasugbu and San Juan are home of well-known and
high-class resorts in the province. This encourage the public and private sector to
enhance the facilities for the tourist that visits.
The availability of health center got the highest standing in Nasugbu. It is
probably because there are lots of health centers in the area like the Metropolitan
Medical Center, Jabez Medical Center, Immanuel Dignostics and multi –
specialty clinic and the Nasugbu Diagnostic Center Corporation.
Hotels satisfy the need of tourist got the highest rank in San Juan. It is due
to the fact that there were lot of hotels and resorts in San Juan that provides
customers satisfaction. Examples of hotels in the destination are Old San Juan

Hotel, Casa Dolores, Aquatico Beach and Resort, Blue coral resort and Laluz
Beach Resort. According to Kovacs (2013), tourist impressions of a hotel can
strongly influence a customer‟s experience. The cleanliness of guest rooms,
bathrooms, towels, linens and common areas all play an important role in
customer satisfaction.
The tourist who visited Mabini gave their highest rank to the availability
of electricity and water supply. It is probably due to the fact that the resorts have
generators that will be used if there are electric and water interruptions.
Meanwhile, in San Juan and Nasugbu, the destination‟s lowest rank is the
availability of tourism office in the area. Even though there are some tourism
office in the area, most tourist prefer to explore the destination on there on.
Majority of them do not seek assistance of a tourism agent in travelling.
3. Destination Competitiveness with regards to Supporting Factors and
Resource. The proceeding set of tables shows the destination competitiveness
with regards to supporting factors and resources.
3.1 Infrastructure
supporting factors and resources in terms of Infrastructure.

Table 4.3.1

regards to Supporting Factors and Resources in terms of Infrastructure

Infrastructure Mean tation Rank Mean tation Rank Mean tation Rank
1. Public Highways are 3.67 VS 1 3.04 S 5 3.73 VS 1

available for easy
transportation.
3.49 S 5 2.98 S 6 3.58 VS 2
2. There are transport
services that make it
convenient to go.
3. There are Pedestrian Paths

3.48 S 6 3.08 S 4 3.49 S 3
and sidewalks.
3.64 VS 2 3.45 S 2 3.48 S 4
transport terminal for every
destination.
3.59 VS 3 3.47 S 1 3.44 S 6
5. There is a tourist services
for private transportation in
every tourist spot.
coordinated with DENR waste 3.57 VS 4 3.35 S 3 3.46 S 5
segregation policy or proper
garbage collection.
3.19 S 7 2.87 S 7 3.21 S 7
7. The municipality provides
standards for water quality
guidelines.
Composite Mean 3.52 VS 3.18 S 3.48 S
Table 4.3.1 clearly displays the destination competitiveness with
regards to Supporting Factors and Resources in terms of infrastructure. San
Juan got the composite mean of 3.52 with its verbal interpretation of very
satisfied. Aside from it, the table shows the verbal interpretation of satisfied for
Nasugbu with a composite mean of 3.48 and Mabini with 3.18.

Batangas Province
The available public highways for easy transportation got the highest
rank in San Juan and Nasugbu because both are the nearest tourist destinations
in Manila, the government wants to facilitate road development for the tourist.
According to Manalo (2018) Department of Public Works and Highways (DPWH)
conducted a project under construction connecting Lipa City-Padre Garcia-
Rosario and San Juan. A 12- kilometer diversion road with 4 lanes will lessen the
traffic congestion from Manila to San Juan Batangas. Meanwhile, the project
Cavite-Tagaytay-Batangas Expressway (CTBEX) will greatly improve access to
Tagaytay City and Nasugbu, ensuring to lessen travel time and support for the
government‟s tourism thrust that will connect Cavite and Batangas.
San Juan, Mabini and Nasugbu got the lowest rank for the availability of
bicycles highways, bike paths and bike lanes. Most tourist prefer to commute or
most of them have a car. Tourist are mostly from Manila or other provinces and
the use of bicycles going to and around the destination is not common.
According to Hull et al (2014), the observed costs of cycling includes
monetary costs, travel time, physical energy, risk of injury, risk of theft, comfort
and personal security also influence bicycle use. In order to facilitate bike
lanes/trails consideration will take like good lighting at night, the destination
should closer interesting place to cycle other than parks and recreational facilities.

In Mabini, the availability of tourist services for private transportation in
every tourist spot got the highest rank, because of the bulk tourist arrival in the
destination, it gives opportunity to private transportation like boat to make profit.
Nuńez (2018) stated that boats are waiting for tourists at the port of
Mabini, Batangas to ferry them to the islands such Sombrero Island, Sepoc
Islands and Masasa beach etc. The boat rental for the island hopping usually
carry up 10 passengers and the bigger groups got smaller expenses.
3.2 Accessibility
supporting factors and resources in terms of Accessibility.

Table 4.3.2

regards to Supporting Factors and Resources in terms of Accessibility

Accessibility Mean tation Rank Mean tation Rank Mean tation Rank
1. There are clear signs and

3.67 VS 2 3.27 S 5 3.70 VS 1
symbols directing you to the
destination.
3.56 VS 6 3.24 S 6 3.46 S 7
2. There are reasonable
transport fees such terminal
and/or environmental fee.
3.57 VS 5 3.29 S 4 3.56 VS 5
3. The traffic congestion is well
organized by traffic officials
4. There is an available 3.59 VS 4 3.37 S 3 3.60 VS 3
parking area.
3.64 VS 3 3.50 VS 1 3.58 VS 4
5. The regulations of the
transportation systems is being
utilized by the destination
6. The destination's
3.85 VS 1 3.43 S 2 3.69 VS 2
information can be easily
access online when planning a
trip.
7. The destination is also

3.50 VS 7 3.05 S 7 3.50 VS 6
accessible to people with
disabilities in providing tourism
activities for them.
Table 4.3.2 clearly shows the destination competitiveness with regards to
Supporting Factors and Resources in terms of accessibility. The tourists were
very satisfied during their visit in San Juan which resulted to 3.63 composite
mean and in Nasugbu with a composite mean of 3.58. On the other hand, tourist
in Mabini were satisfied with a composite mean of 3.31.

The result can also be connected with the development of high-class
resorts in San Juan and Nasugbu. The popularity of these destination
encouraged locals and the government to attract more tourist via helping them to
visit as easy and convenient as possible however they can.
In San Juan, the destination‟s information when planning a trip can be
easily access online which got the highest rank is when it comes to accessibility.
Nowadays, social media is commonly use on sharing information and opinions.
Tourists use it as a guide through visiting different platforms and blogs to decide
where to go. According to Fotis et al (2012), the user or tourist seeks information
on social media to have ideas where to go on vacation or for a holiday. This is to
lists down destination options and confirms the tourist‟s choice. The tourists also
seek ideas about accommodation and leisure options after selecting a
destination.
Clear signs and symbols directing to Nasugbu got the highest standing
answered by the tourist. It is really important to have clear signs along the way
since it would be the guide of a tourist directing to the destination. Ogunmola
(2013) stated signs attract attentions through the use of symbols, pictures and
sometimes words or a combination of the three. Without clear signs and symbols,
people would not know how to move around and where accidents could occur.

In Mabini, the regulations of the transportation system that being utilized in
the destination got the highest standing. The transportation management in
Mabini gives importance to public services in providing them organize
transportation system shaping tourism industry in the destination.
According to Rodrigue (2017), transportation planning deals with the
preparation and implementation of actions designed to address specific problems.
Its goal is to have an effective decision on management and regulation for
transportation activities in a destination.
3.3 Facilitating Resources
supporting factors and resources in terms of Facilitating Resources.

Table 4.3.3
regards to Supporting Factors and Resources in terms of Facilitating
Resources
Facilitating resources Mean tation Rank Mean tation Rank Mean tation Rank
1. There are tour guide
services available. 3.27 S 7 3.38 S 2 3.51 VS 6
2. The hotel and resort

staffs provide well 3.35 S 6 3.12 S 6 3.54 VS 4
versed hospitality for
destinations.
3. The staffs are guided 3.40 S 5 3.26 S 4 3.54 VS 4

and maintained by the
authority or manager
4. The staffs are

knowledgeable about
their job duties, 3.55 VS 2 3.26 S 4 3.44 S 7
description and
responsibilities.
5.. The work

environment of the 3.75 VS 1 3.39 S 1 3.62 VS 1
hotel and resort staffs
is in harmony
6. The personnel are 3.43 S 4 3.36 S 4 3.57 VS 2

mentally and physically
prepared in their jobs.
7. The staffs are 3.45 S 3 3.01 S 7 3.54 VS 4

attentive and enthusiast
in their job.
COMPOSITE MEAN 3.46 S 3.25 S 3.54 VS
Table 4.3.3 presents the destination competitiveness with regards to
supporting Factors and resources in terms of facilitating resources. The
composite mean of 3.54 showed that tourists who visited Nasugbu were very
satisfied. The composite mean of 3.46 for San Juan and 3.25 for Mabini reflects
to the interpretation of satisfied. Both San Juan and Nasugbu have lots of high-
end resorts. Nasugbu has its Canyon Cove which is one of the most visited

Batangas Province
resorts in the area which focuses on the quality of services to serve. On the other
hand, Mabini also have some resorts in the area but most of them only
accommodate foreigners whose main reason for visiting is scuba diving.
Tourist who visited San Juan, Mabini and Nasugbu sees the harmony of
the hotel and resort staff in their work environment got the highest rank. It is
perhaps the staffs in the destination were performing better in their job by
showing their good connection to each other. It implies to a good and healthy
working environment. According to Toren (2017), peace adds a feeling of
tranquility and security to the workplace. Establishing peace in the workplace
also helps manage the pressures of everyday life. Harmony of the staffs in the
workplace includes right communication, understanding rule of engagement, and
leadership.
The tourist gave their lowest rank for the tour guide services offered in
San Juan. Tourists are more likely to visit relevant sites in seeking information
than ask for a tour guide. Planning a trip on their own can also be much cheaper.
The tourists nowadays are more adventurous doing their own tour. According to
Simm (2017), tour guide services can be expensive particularly in a small group.
They are more likely to purchase a good quality guide book and read information
in sites before visiting.

3.4 Hospitality
supporting factors and resources in terms of Hospitality.
Table 4.3.4
regards to Supporting Factors and Resources in terms of Hospitality
Hospitality Mean tation Rank Mean tation Rank Mean tation Rank
1.The staffs greet the
tourists a smile upon
entering and exiting 3.74 VS 1 3.54 VS 4 3.66 VS 4
the summer
destination.
2. The staffs are

eager to help the 3.68 VS 3 3.45 S 5 3.63 VS 5
tourists with their
concerns.
3. The staffs put the 3.52 VS 7 3.37 S 6.5 3.56 VS 7

concern of the guest
in high priority.
4. The staff and 3.57 VS 6 3.57 VS 3 3.69 VS 2.5

owners possess
professionalism
5. The service staffs 3.70 VS 2 3.75 VS 1 3.80 VS 1

are friendly and
approachable.
6. The staff
recognized loyal 3.61 VS 5 3.61 VS 2 3.69 VS 2.5
customers by their
name.
7. The staff make a

guide for tourist to
be familiar on local
favourites
restaurants, banks, 3.64 VS 4 3.37 S 6.53.59 VS 6
atm, post office,
grocery store etc.
Composite Mean 3.64 VS 3.52 VS 3.66 VS

Table 4.3.4 presents the respondents assessment under hospitality. The tourists
were very satisfied with the three-summer destinations. It reflects with their
composite mean of 3.66 for Nasugbu, 3.64 for San Juan and 3.52 for Mabini.
Filipinos are naturally known for being hospitable. Hospitality is a trait
displayed by every Filipino, characterized by heart-warming generosity and
friendliness exhibited to foreigners and locals alike. Filipinos receive guests, even
strangers, in a warm and pleasant way, often going out of their way to make the
visitor comfortable.
The greetings of the staffs with a smile upon entering and exiting the
destination were appreciated by the tourist in San Juan as it is the highest rank in
terms of hospitality. Smiling is part of hospitality industry and this is the number
one rule on how to interact to a guest or tourists for a good impression and
service. According Castańo (2018), a great customer experience consists of
small details and one of the most important is the smile. It has a great impact to
customer as it gives a good first and last impression to the company. He also
recommends finding something nice before starting the day because sometimes
fake smile is worse than no smiling at all.
Friendly and approachable service staff were resulted as the highest rank
in Mabini and Nasugbu. The destination shows how they value guest satisfaction
and experience in their most hospitable way. Being friendly and approachable

way of interaction implies attitude over skills. According to LGC (2017),
customers come to the establishment for a variety of reason – great food,
convenience, try something new and a friendly service. This service is keeping
them to come back. Service workers must be friendly and approachable because
it creates an outstanding customer experience.
3.5 Enterprise
supporting factors and resources in terms of Enterprise.

Table 4.3.5

regards to Supporting Factors and Resources in terms of Enterprise

Enterprise Mean tation Rank Mean tation Rank Mean tation Rank
3.47 S 5 3.27 S 5 3.50 VS 6
Loading Mobile station on
tourist site.
2. There is an available 3.46 S 6 3.20 S 7 3.36 S 7
license street vendor, banks
or ATM machine.
3. There is an available 3.58 VS 3 3.29 S 4 3.67 VS 2.5
gasoline station.
3.63 VS 2 3.23 S 6 3.62 VS 5
pharmacy on tourist site.
5.. Retail shops provide

additional services like
3.40 S 7 3.35 S 3 3.64 VS 4
personal shopping
consultation and gift
wrapping
3.73 VS 1 3.68 VS 1 3.74 VS 1
butcher or farmer‟s market
vendors selling fresh meat,
fruits and vegetables.
7. Small businesses also 3.54 VS 4 3.43 S 2 3.67 VS 2.5

apply advertisement for
marketing.
Table 4.3.5 shows the destination competitiveness with regards to
Supporting factors and resources in terms of enterprise. The composite means of
3.60 in Nasugbu and 3.54 in San Juan has a verbal interpretation of very
satisfied. While Mabini has a composite mean of 3.35 which clearly interpreted
as satisfied. Nasugbu and San Juan have high class resorts that aims to support

and give anything that the tourists need. This will encourage the resorts to build
facilities and services that the tourists need. On the other hand, if the resort
doesn‟t have the capabilities to do so, they affiliate with other companies or the
companies themselves offer their services.
In San Juan, Mabini and Nasugbu, the butcher or farmers selling fresh
meat, fruits, and vegetables got the highest rank for the tourist. Perhaps, the
farmers and butchers in the destination took the opportunity to sell their products
aiming to promote local fruits and meat near the area where tourists are located.
This will open the tourist‟s curiosity about the products they are offering and at
the same time, support the handicrafts created by the locals.
According to Klavinski (2013), there are benefits when buying locally
grown food. Local food is grown full of flavor because mostly of these are
produced or has been picked 24 hours within the tourist purchase. It also has
more nutrient because it‟s not imported far away and the food grown in distant
location. It has the potential for food safety issues at harvesting, washing,
shipping and distribution. The tourist can also ask the farmers on what practices
they use to raise it, where the food come from and who grew it.
According to Solimar (2018), crafts can be an important contributor to
country‟s economy, employing artisans that are preserving cultural heritage,

while generating an important source of income. The tourism industry provides
an important export market for a host of crafts products.
In Mabini and Nasugbu, the availability of license street vendor, banks or
ATM got the lowest rank. It is probably because tourist doesn‟t care much if a
store or street vendors have license. The tourist doesn‟t make it a basis in buying,
if they provide the tourist needs easily. On the other hand, banks or atm are few
or nonexistence because most of the resorts are located far away from the center
of the municipality. According to Scherman (2017), street vendors are one of the
most convenient to buy especially when a tourist is on a budget, but with this
Sokanu (2015) stated that a vendor will need to obtain sales tax permit, tax
certificate from the government‟s revenue agency and if the items being sold are
food related, they also need to obtain permits advised from health codes and
regulation.
4. Destination Competitiveness with regards to Qualifying and Amplifying
Determinants.
The proceeding set of tables shows the destination competitiveness with
regards to qualifying and amplifying determinants.
4.1 Location
qualifying and amplifying determinants in terms of Location.

Table 4.4.1

regards to Qualifying and Amplifying Determinants in terms of Location

Location Mean tation Rank Mean tation Rank Mean tation Rank
1. There are Pool
Resources such as 3.25 S 7 3.07 S 6.5 3.55 VS 2.5
Slides and Infinity
Pools.
2. There are stunning 3.58 VS 6 3.33 S 3 3.48 S 4.5
Marine Sanctuary such
as coral reefs.
3. Pleasing variety of
sand, color and texture 3.63 VS 4.5 3.07 S 6.5 3.45 S 6
e.g. (Pebbly and
Sandy).
4. High concentration 3.71 VS 2 3.37 S 2 3.48 S 4.5
of marine wildlife and
species are protected.
5. The destination has 3.63 VS 4.5 3.19 S 5 3.4 S 7

posters that attract
visitors.
6. The Artistic features 3.69 VS 3 3.22 S 4 3.58 VS 1

of the destination are
evident.
3.73 VS 1 3.45 S 1 3.55 VS 2.5
7. The destination has
a natural beauty.
qualifying and amplifying determinants in terms of location. The composite mean
of 3.60 in San Juan and 3.50 in Nasugbu showed that tourist who visited both
destinations were very satisfied. In Mabini, the composite mean of 3.24 showed a
verbal interpretation of satisfied.

The tourists who visited Nasugbu and San Juan were very satisfied in
terms of location because of its beauty. The undeniable difference between the
resorts from the three destinations, Nasugbu and San Juan with their high-end
resorts are eye catching and properly maintained while in Mabini, most of the
tourists visit for water sports like diving. This stopped them from focusing their
attention on maintaining its natural beauty that the tourists can see from the
beachfront.
San Juan and Mabini got the highest rank with regards to its natural
beauty. Each destination offers highly on natural attraction such beaches,
islands, marine biodiversity and mountains. According to Looloo (2018), San
Juan is boast with beautiful beach and water activities which is great for outdoor
activities. Pristine beach, mountains, mangrove forest are the towns best
attraction that a tourist shouldn‟t miss. Arellano (2015) on the other hand stated
that Mabini is rich in marine life which is best for diving. Aside from water
resources, the destination also promotes Mt. Gulugod a popular hiking place
where you can see the view of the sea and town.
Mabini got the lowest rank with regards to the pleasing variety of sand,
color and texture. Perhaps, Mabini has a variety of sand hence, not all areas
possess a white and fine sand that suits to the tourist‟s interests. According to
the Philippine Beaches (2018), Mabini has a short stretch of white sand but not
as fine as those will find in Boracay or Bohol. Meanwhile, Peter (2017) says that
the sand color and quality of the sand is important to the beach experience of the
tourists. White sand beach makes the sea water clear and blue as explained in
“Why Tropical Waters Are So Damned Blue”. The evident artistic features that
attract visitors got the highest rank in Nasugbu. Perhaps, the Batulao Artscape
project in Nasugbu called as the “World‟s First Livable Artpark” brought interest
to tourists. The introduction of this project attracts more tourists and enthusiast to
visit.
According to Llagas (2017), Batulao artscape is an expansive
adventure community twenty minutes near in Tagaytay. It is a livable art park
which shows designer homes and world-class vacation amenities. It also closes
to the proximity of Tagaytay and the beaches in Nasugbu which sitting in the
middle of mountain and beaches. From its current development, it will have an
art park and four museums, manmade beaches, lakes and a floating chapel. It
has a concept of active outdoor activities, highlighting home art design, festive
themed celebration and meditative for health and wellness.
Meanwhile, the availability of posters attracting visitors got the lowest
rank in Nasugbu. Perhaps, the destination is lack in advertising strategy since
Nasugbu is not totally developed. According to Sweeney (2013), visual
advertisement provides powerful institutional support that is necessary to keep
tourist intrigued. Travel posters became a vital factor in establishing popularity of
tourist travel.
4.2 Interdependencies
qualifying and amplifying determinants in terms of Interdependencies.
Table 4.2.2

regards to Qualifying and Amplifying Determinants in terms of
Interdependencies

Interdependencies Mean tation Rank Mean tation Rank Mean tation Rank
1. The destination also 3.46 S 3.5 3.13 S 5 3.36 S 7
offers variety of products
from other places.
2. There are rest rooms 3.38 S 6 3.12 S 6 3.37 S 6

along the way of the
destination.
3. There are restaurants
or any food 3.63 VS 2 3.10 S 7 3.52 VS 4
establishments along
the road.
4. Souvenir shops in the 3.46 S 3.5 3.39 S 1.5 3.58 VS 3
destination are
available.
5. The availability of
travel agency when 3.33 S 7 3.29 S 3 3.49 S 5
planning a trip in the
destination.
6. Destination‟s
signage‟s in the
neighbouring
municipalities are
available. 3.67 VS 1 3.39 S 1.5 3.67 VS 1
7. The residents of the
neighbouring
municipalities are also
knowledgeable about
the destination e.g. if a
3.41 S 5 3.28 S 4 3.62 VS 2
tourist asks for direction
the resident can easily
point out.
Composite Mean 3.48 S 3.24 S 3.52 VS

Table 4.2.2 presents the respondents assessment in terms of
Interdependencies. Nasugbu has a composite mean of 3.52 with its verbal

Batangas Province
interpretation of very satisfied. The composite mean of 3.48 for San Juan and
3.24 for Mabini has a verbal interpretation of satisfied. For many people who
wants to escape the noisy city then they can turn to places that can be reached
within three hours. The tourist makes the destination accessible because of
several large tarpaulins. The sign was posted by ALRO or Association of Laiya
Resort owners particularly In San Juan.
In San Juan, Mabini and Nasugbu, signages in the neighboring
municipalities placed the highest rank. It is probably due to the fact that the
destination put up signages to help tourists from the unfamiliar route or advising
them to the right route. According to Mendez (2010), the main purpose of signs
is to communicate, to convey information designed to assist the receiver with the
decision-making based on the information provided. Alternatively, promotional
signage may be designed to persuade receivers of the merits of a given product
or service. Signage is distinct from labelling, which conveys information about a
particular product, service or destination.
The availability of travel agency when planning a trip in San Juan got
the lowest rank. Perhaps, most of the tourist prefer to plan a trip on their own
because it‟s much cheaper and there are lots of travel advice online. According
to Backpacker Guide (2018), planning a trip is a huge task for a tourist. Booking
with an agent is a little bit pricier considering that they take commission from the
travel products they sell. The tourists likely seek for online booking agent and
booking direct than to pursue travel agent because it‟s a budget friendly. Jet
(2017) says that the budget travelers may not need a travel agent because
internet make it easier to book on your own.
In Mabini tourist gave their lowest rank on the availability of restaurants
or any food establishments along the road. Although there are available food
establishment in Mabini. The tourists prefer to cook food on their own to less food
expense especially when they are travelling in group. According to Dimen (2013),
the food expenses depend on the tourist. There are carinderians near Anilao Port
that offer a meal for a low price. They also consider buying ingredients from the
market and just prepare food from themselves since tourist used to have an
island hopping.
In Nasugbu, tourist gave their highest rank on the variety of products
offers from other places. Perhaps, it seems that there are lots of product offers in
Nasugbu that came from nearby town like Taal, Balayan, Calaca, Calatagan and
Lemery. According to Cantos (2014), seasoned travelers keep coming back in
this side of Batangas which is Nasugbu not only for its beautiful attraction but
also for its product they offer. Although, sweet sugar is the main product of
Nasugbu there are still products that can be also purchased came from nearby
town. These products are like the tapang Taal (marinated meat) and Tawilis
(dried fish) which came from the town of Taal. The popular Bagoong Balayan
which is made from tasting fish in Balayan etc.

4.3 Safety/Security
qualifying and amplifying in terms of Safety/Security.
Table 4.4.3

regards to Qualifying and Amplifying Determinants in terms of
Safety/ Security
Safety/ Security Mean tation Rank Mean tation Rank Mean tation Rank
1. There are available 3.64 VS 1 3.43 S 2.5 3.65 VS 3
police patrols.
2. There are available 3.56 VS 5 3.40 S 4 3.68 VS
of life guards. 1
3. There are security
cameras that are 3.58 VS 3 3.16 S 7 3.44 S 7
monitored.
4. The destination
establishments are 3.58 VS 3 3.39 S 5 3.53 VS 5
monitored by security
guard.
5. There are beach 3.58 VS 3 3.45 S 1 3.67 VS 2

signages for safety and
security.
6. There are quality

medical services such 3.48 S 6 3.43 S 2.5 3.64 VS 4
as first aid and clinic.
7. The destination is 3.36 S 7 3.21 S 6 3.47 S 6

safe from troubles or
riots.

Table 4.4.3 shows the respondents assessment in terms of
safety/security. The tourist who visit San Juan and Nasugbu were very satisfied
with a composite mean of 3.54 and 3.58 respectively. The composite mean of
3.35 showed that the tourist who visit Mabini were satisfied.

Batangas Province
Available police patrol got the highest rank in San Juan, perhaps it is
because of the large number of tourist arrival in the area and the government of
San Juan wants to secure the destination from illegal activities. Another reason
might be the recently encounter with NPAs in the area.
Manalo (2015) stated that there were groups of community members
residing inside or within the vicinity of the coastal area called bantay dagat,
whose task is to monitor, prevent and police the area against all sorts of illegal
activities committed by any natural or juridical person. It was recognized by the
municipal government of San Juan.
On the other hand, the lowest rank given by the tourist goes with the
safety from troubles and riots. Tourist who visited the destination were aware in
the incident happened between the private security guards and fisher folks
residing at Laiya San Juan Batangas. In addition, there were reports about the
war between the members of new people‟s army and San Juan Police. This
news gives reasons to tighten the security around the area.
Dinglasan (2018), reported that the first infantry battalion of 2 nd infantry
division of Philippine Army of San Juan Batangas encountered members of new
people‟s army. This incident affects the tourism industry in the area. But police
officers of San Juan Batangas operates checkpoints to secure the place.

Availability of life guards in Nasugbu got the highest rank. The
destination wants to secure their tourists and have the feeling of being safe
during their leisure. According to Troymedia (2018), lifeguards are efficient with
their swimming skills as they are physically fit and have enough knowledge to
save the life of a drowning person. Its general duties are to keep an eye on all
activities going in a pool or beaches and stay alert, to avoid unfortunate
accidents.
The beach signages for safety and security in Mabini got the highest rank.
The destination wants to achieve beach safety management and inform tourist to
a relevant information regards to safety issues in the destination. According to
Am (2007), signs and flags have played an important role on beach water safety.
This is to inform tourist about the destination local information, lifeguard services
and potential safety risks. It is important to have information to avoid
misunderstanding when people visit the beach and warn public on where or not
to swim.
On the other hand, the tourist who visited Mabini and Nasugbu gave their
lowest rank for the monitoring of security cameras. Perhaps, having security
cameras is costly to operate specially for those small businesses in the
destination and it takes the tourists privacy. According to Lischichen (2017), the
public security cameras violates privacy and tourist are frustrated as their
movements are recorded anytime. Numerous numbers of security cameras are

expensive which will be wasteful because it is not enough to stop the crime
completely.
4.4 Awareness/Image/Brand
qualifying and amplifying determinants in terms of Awareness/Image/Brand
Table 4.4.4

to Qualifying and Amplifying Determinants in terms of
Awareness/Image/Brand

Awareness/Image/Brand Mean tation Rank Mean tation Rank Mean tation Rank
1. There is sufficient
destination information from
3.62 VS 6 3.35 S 5 3.51 VS 5.5
social media and
advertisement.
3.67 VS 5 3.21 S 7 3.39 S 7
2. The destination is good to
visit in all season.
3. The destination is reputable 3.73 VS 2 3.44 S 4 3.51 VS 5.5
as a safe place for vacation.
4. The destination is a 3.72 VS 3 3.48 S 3 3.62 VS 4
favourable place to visit.
5. The shoreline looks neat 3.70 VS 4 3.62 VS 1 3.79 VS 1

and well maintained in platform
advertisement and in reality.
3.81 VS 1 3.59 VS 2 3.78 VS 2
recommended by friends and
relatives to visit.
7. The destination is a good

3.61 VS 7 3.29 S 6 3.66 VS 3
place for adventure and
leisure.

Table 4.4.4 presents the respondents assessment in terms of
awareness/image/brand. The tourist who visited San Juan were very satisfied
with a composite mean of 3.69, the same with Nasugbu with the composite mean
of 3.61. The composite mean of 3.43 in Mabini has a verbal interpretation of
satisfied.
According to Magboo (2015), tourist motivation to travel in a destination,
depends on the image a destination has. It is usually from the advertisement and
social media post of a tourist who already visited the place. Tourists also look for
blogs and reviews of a destination before going to a trip. It is important to a
destination to have a good image and reputation to have more visitors.
Because San Juan and Nasugbu are commonly visited by groups
especially families, a lot of them are very satisfied with what they experienced
and encouraged other people to also visit the destination. The awareness of
tourist in San Juan for the recommendation from friends and relatives got the
highest rank. Aside from social media, word of mouth from friends and relatives
have a great impact to tourist motivation to visit. It influences tourist by means of
their experience, opinions, feedbacks and reviews.
According to Nielsen (2018), the most trusted for travel advertising is
word of mouth. In accordance to his survey respondents, 92% of consumers say

they trust the recommendation from their friends and relatives above all other
forms of advertising. This is also called as “Social Proof”.
For the tourist in Mabini and Nasugbu, the shoreline looks neat and well
maintained in platform advertisement even in reality got the highest rank.
Perhaps, the tourists used to search a video advertisement rather than picture
ads. Even the tourist is still not in the destination it makes believable to the
tourists to view tourism ads because it seems the actual area. It is appreciated
well by means of visual and sounds.
According to Day (2015), as part of marketing strategy, about one third of
tourist will purchase or visit a place after viewing a video ad. For those who view
video ad will find the place interesting and valuable and this video exposure will
increase the sales. The article says that video convey more information through
side and sound connecting to the viewer‟s emotion.
4.5 Cost/Value
qualifying and amplifying determinants in terms of Cost/Value.

Table 4.4.5

regards to Qualifying and Amplifying Determinants in terms of Cost/Value

Cost and Value Mean tation Rank Mean tation Rank Mean tation Rank
1. The destination offers 3.31 S 7 3.29 S 2 3.43 S 4
discount coupons on some
establishment.
2. Prices of the Food and

3.42 S 5 3.12 S 5 3.41 S 5
Drinks are favorable.
3. Prices of souvenirs and 3.40 S 6 3.08 S 6 3.31 S 6
handcrafted products are
favorable.
4. Prices of excursions are 3.45 S 4 3.20 S 4 3.48 S 3

favorable.
5. Fair accommodation 3.49 S 2.5 3.31 S 1 3.55 VS 2

charges.
6. Fair entrance fee or other 3.64 VS 1 3.23 S 3 3.58 VS 1

fee charges
7. The prices of package

3.49 S 2.5 3.06 S 7 3.28 S 7
tour are favorable.
Composite Mean 3.46 S 3.18 S 3.43 S
Table 4.4.5 clearly shows the destination competitiveness with regards to
Qualifying and amplifying determinants in terms of cost/value. The tourist who
visited the three-summer destinations are satisfied. The composite mean of 3.46
in San Juan, 3.43 in Nasugbu and 3.18 in Mabini. The highest rank in San Juan
and Nasugbu is the fair entrance fee or other fee charges. The destination gave
affordable fees to repeat tourist‟s visitation and for them to feel the worth of what
they‟ve collected.

According to Reykjavik (2008), charging entrance fees for the natural
attractions is a good way to contribute to the maintenance and management
costs of the areas in the destination where they visit. The effects of fees in
visitation predicts that the higher the price of a good, the fewer number of people
are willing to pay for it. Tourist are willing to pay entrance fee and believe that the
money would go for protecting and improving the tourist sites.
Meanwhile, the lowest rank in San Juan is the establishments offering
discount coupons. The establishments in the destination offer discounts by
season or when the establishment had its opening and the destination limit giving
discount because it‟s for promotional purposes only. According to McMalcolm
(2013), choosing the right time to offer discounts can make a big difference in the
success of your promotional strategy. Since consumers are price sensitive it is
easier for businesses to attract them with discount, promotions and coupons.
In Mabini, the highest rank goes with the fair accommodation charges.
Perhaps, accommodation in the destination offer or provide the need of the
tourists as with a worth. It may seem fair for the tourists because their stay
includes what they needed in a reasonable or fair fee. According to Parode
(2018), many resort or hotels are now charging for a mandatory fee. These fees
include all kind of items and services they can offer like internet access, parking,
pool access or gym etc. it is all set once you the accommodation is settled.

4.6 Carrying Capacity
qualifying and amplifying determinants in terms of Carrying Capacity.
Table 4.4.6

to Qualifying and Amplifying Determinants in terms of Carrying Capacity
Carrying Capacity Mean tation Rank Mean tation Rank Mean tation Rank
3.67 VS 5 3.38 S 4.5 3.62 VS 4
1. The destination is not
overcrowded.
2. The destination 3.77 VS 1 3.44 S 2 3.53 VS 6
remains attractive and
appealing even there are
lot of tourists.
3. The destination can

sustain large number of 3.71 VS 2 3.46 S 1 3.58 VS 5
tourists without the
reduction in the quality of
experience.
being maintained and 3.68 VS 3.5 3.37 S 6 3.69 VS 2
once there are damage
occurs, it is being fixed
immediately.
5. There is a pre-booking
or reservations before 3.68 VS 3.5 3.39 S 3 3.79 VS 1
tourists may visit to limit
the large number of
people in the destination
6. The large number of 3.64 VS 6 3.38 S 4.5 3.64 VS 3

tourist does not disturb
landscapes and wild
habitats.
3.46 S 7 3.32 S 7 3.50 VS 7
7. The destination is not
deteriorated despite of
bulk must arrive.

Qualifying and amplifying determinants in terms of carrying capacity. In San Juan,
the composite mean of 3.66 has a verbal interpretation of very satisfied. Tourist
visiting Nasugbu are also very satisfied with the composite mean of 3.62.
Meanwhile, the composite mean of 3.39 in Mabini has a verbal interpretation of
satisfied.
This means that San Juan and Nasugbu are monitoring their carrying
capacity very seriously. The reason behind this might be from technology that
high-end resorts can afford. Those technologies that make it easier for them to
monitor the number of people that visits the resort. For those tourists who visited
Nasugbu and San Juan, pre-booking or reservations are applied to limit the large
number of people in the destination. According to Kevs (2014), reservations or
early booking will limit the number of tourists‟ arrival, as the facilitators will
monitor the tourists entering the destination or hotel.
On the other hand, the tourist who have been visited Mabini got the highest
rank on sustaining large number of tourists without the reduction in the quality of
experience. Since Mabini have lots of tourist arrival, the government makes sure
that the tourists still have quality experience.
San Juan, Mabini and Nasugbu has the same lowest rank. The three-
summer destination is not deteriorated despite of bulk must arrive. Since the

destinations are the most visited in Batangas Province, the government make
sure that it is still attractive and not deteriorated.
5. Significant Difference between the three groups of respondents for Core
Resources and Attractors, Supporting Factors and Resources and
Qualifying and Amplifying Determinants
The proceeding tables shows the significant difference between the
three indicators of competitiveness and the destination.
Table 5.5.1
Significant Difference in Core Resources

and Attractors in terms of Destination
P-
Destination Mean rank H- test value Interpretation
Physiology and
Climate San Juan 162.71
11.081 0.004 Significant
Mabini 126.96
Nasugbu 161.83
Culture and History San Juan 158.34
Mabini 131.60 7.218 0.027 Significant
Nasugbu 161.57
Market Tires San Juan 159.79
Nasugbu 160.33
Mix of Activities San Juan 149.26
Mabini 138.33 4.394 0.111 Not Significant
Nasugbu 163.92
Special
Events/Entertainment San Juan 149.94
5.481 0.065 Not Significant
Mabini 136.45
Nasugbu 165.12
Superstructure San Juan 159.04 Significant

6.833 0.033
Mabini 132.03
Nasugbu 160.44
Legend: if p-value < 0.05 - Significant

Table 5.5.1 shows the significant difference in core resources and
attractors in the three summer destinations. The result in the study showed there
are no significant difference among the three destination in terms of mix of
activities. It is due to the fact that these destination offers the same tourism
activities since they have the same resources of the sea, plains and mountains.
This tourism activities includes the land, air, water and gaming activities.
On the other hand, the result also showed that there is no significant
difference among the three destination in terms of special events and
entertainment. Department of tourism- Batangas chapter was in charge to help
each municipality to promote their local fiesta or festivals. Most of these festivals
are mandated and influence by the government which aim to attract tourist. With
this reason, there is a same way on how promoting local events that affects
satisfaction of the tourists. In addition, each destinations doesn‟t have huge
malling centers.
According to Baos (2017), Department of Tourism helps LGU‟s to restore
cultural heritage regional festivals. „Tunay na kulturang Pinoy‟ aims to develop
correct and historically accurate cultural festivals and events in region. Filipinos
must strongly keep the spirit of nationalism alive through cultural programs that is
part of tourist product and build a strong culture of „Pinoy Tourism‟ or advocacy
campaign.

Meanwhile, there is a significant difference among the three destination in
terms of Physiography and climate due to the fact that each destination has their
own unique features that offers. Like in San Juan, there are natural attraction in
the destination that are popular to tourists especially when it comes to beaches
although Mabini also offers beaches they gain more fame for marine biodiversity
and Nasugbu as popular place for trekking activities because of mountains along
the municipality.
According to Contreras (2014), San Juan is popular for its long stretch of
white sand beaches while Mabini is Famous for its diving and snorkeling sites.
Nasugbu on the other hand, is blessed with sparkling coastlines, lapped by clear
and turquoise waters.
The study revealed that there is a significant difference of the three
destination in terms of culture and history. Their products in each destination like
Lambanog in San Juan and the production of sugar cane in Nasugbu are very
popular to tourists that became a part of their culture and history. Only Mabini
was derived to a famous Filipino hero which is Apolinario Mabini, a Filipino
revolutionary. They got different stories behind their origin that affects the daily
life of their residents that may affects the tourism industry in the destination.
Heller (2014) stated that the linguistic variety is a real thing in the tourism
industry. Language is increasingly being used as the first point of contact. In
Munich, for example, subway drivers are apparently encouraged to speak with

Bavarian accents, to underline the uniqueness accent of the city. Language gives
detail portrayal of the potential tourism destination in which attempts to persuade,
attract, encourage the potential tourists to be actual tourists. It is the reason why
tourists are attracted in the Batangueńo accent of San Juan and Mabini. The
traditional drink which is called Lambanog plays an important role in the towns
culture as it also a source of wealth in the last century (Dy, 2016).
Meanwhile, there is a significant difference among the three destination in
terms of market ties. The coordination of each destination to the DENR or
Department of environment and natural resources became a big help for a
sustainable tourism. Mabini and Nasugbu were coordinated with the solid waste
management policy or proper garbage disposal. This includes the strategies
on”no segregation, no collection policy”. Meanwhile, San Juan was cooperated
with the hotel and resorts association to manage volume of tourist arrival in the
destination.

waste as the strict implementation of the “no segregation, no collection policy”.
In terms of superstructure, the three summer destinations also have a
significant difference, tourism superstructure primarily consists of
accommodation facilities, food services, health centers and major attractions
categorized as supporting factors to a destination appeal. The quality of the
establishment has significant percentage for the overall appeal of the destination.
This category should exert consideration on the amount of control in tourism
development.
According to Kovacs (2013), tourist impressions of a hotel can strongly
influence a customer‟s experience. The cleanliness of guest rooms, bathrooms,
towels, linens and common areas all play an important role in customer
satisfaction.

Table 5.5.2
Significant Difference in Supporting Factors and Resources in terms of

Destination
P-
Destination Mean Rank H- Test value Interpretation
Infrastructure San Juan 161.41
Nasugbu 159.69
Accessibility San Juan 161.18
Nasugbu 158.74
Facilitating
Resources San Juan 154.54
6.245 0.044 Significant
Mabini 133.58
Nasugbu 163.39
Hospitality San Juan 152.65
Nasugbu 156.71
Enterprise San Juan 155.41
Nasugbu 161.15
Legend: if p-value < 0.05 - Significant
Table 5.2 shows the significant difference of the top three summer
destination with regards to supporting factors and resources. In terms of
hospitality, San Juan has a mean rank of 152.65 while Mabini has a mean rank
of 142.14 and Nasugbu has a mean rank 156.71. It has an interpretation of not
significant. The result revealed that Nasugbu got the highest rank in terms of
hospitality.
The result showed that there no significant difference among the three
destination in terms of hospitality. Filipinos are known to be hospitable in this way

it has a big help to satisfy the needs and wants of the tourists. Smiling upon
entering and exiting guest, being approachable, loyal and putting the guest on
high priority gives factor to have a good impression to tourists.
According to Pacete (2012), hospitality is a trait displayed by every Filipino,
it is characterized by heart-warming, generosity and friendliness for both
foreigners and locals. Filipinos receive guests, in a warm and pleasant way that
makes a visitor comfortable in their stay.
Meanwhile, in terms of enterprise, San Juan has a mean rank of 155.41
while Mabini has a mean rank of 134.94 and Nasugbu has a mean rank of
161.15. It has an interpretation of not significant. The result shows that Nasugbu
got the highest rank in terms of enterprise.
The result showed that there is also no significant difference among the
three destination in terms of enterprise. As the destination almost has same
features and location, the product and services offered in each destination are
close to one another. Small businesses or firms took the opportunity to sell goods
that the tourists may need like different kind of accommodation, store, souvenir
shops, restaurant or food stall. The availability of this firms provides the needs of
tourists during their stay while enjoying the destination.
According to Staff (2017), Beach destinations offers valuable business
opportunities. This includes all sorts of food from local cuisines, accommodation,

and rental equipment for summer activity, shuttle services and souvenir shop.
Since San Juan, Mabini, and Nasugbu are located near on beach, they had the
same opportunity of beach side businesses that can offer.
In terms of infrastructure, San Juan has a mean rank of 161.41 while
Mabini has a mean rank of 130.40 and Nasugbu has a 159.69 mean rank. It has
a significant interpretation. The result revealed that under this factor, San Juan
has the highest rank.
Meanwhile, the result shows that there is a significant difference among
the three destination in terms of infrastructure. It may be due to the fact that there
is a difference on the quality of road infrastructure and transport services offered
in each destination. The Department of Public Works and Highways conducted a
road project including road widening and having new connecting routes in the
municipality of San Juan and Nasugbu. In Mabini because it consists of different
islands and marine sanctuary, the destinations are more likely offers boat
services taking them for island hopping and also for diving.
According to Manalo (2017), Department of Public Works and Highways
Secretary Mark Villar visited four major road projects in Batangas province. The
10.8- kilometer, 4- lane access road in the town of San Pascual, Bauan and
Mabini will help the tourism and industrial sectors. Meanwhile, a 2- lane road to
access tourist destinations from Laiya, San Juan to Malabrigo connecting road

was under construction. In Nasugbu, a project approximately 50.31 km tollway,
including spur roads (tagaytay spur and Tuy spur) consists of a two-by-two lane
carriageway traversing mostly the rural areas of Silanf, Tagaytay, Amadeo,
Mendez, Alfonso and Magallaness all in Cavite province and Nasugbu Batangas.
In the destination‟s accessibility, San Juan has mean rank of 161.18
while Mabini has a mean rank of 131.59 and a mean rank of 158.74 in Nasugbu.
It has a significant interpretation. It shows that in terms of accessibility, San Juan
got the highest rank.
The result showed that there is a significant difference among three
destination in terms of accessibility. Specifically, each destination has a different
implementation on transportation system and planning. Like the regulation on
road posting different signs and symbols to avoid traffic congestion, availability of
traffic officials or traffic lights and the availability of parking area on
establishments.
According to Mallari (2015), There are different bus companies who do
have a direct travel to San Juan and Nasugbu. These buses are the DLTB bus
and ALPS CO which is located in some parts of Manila. On the other hand, there
is no bus directly going to Mabini. Local officials in each destination also conduct
road plan in making shortcut or new route.

In terms of facilitating resources, the three destination has a significant
difference. San Juan has a mean rank of 154.54 while Mabini has a mean rank of
133.58 and Nasugbu has a mean rank of 163.39. It revealed that Nasugbu has
the highest rank in terms of facilitating resources.
The result showed that there is a significant difference among the three
destination in terms of facilitating resources. It may be due to the fact that every
establishments have its own standard on services. Staffs act to work will depend
on the management and training they are conducted. It gives an impression to
the tourists if the staff are knowledgeable on their job and responsibilities.
According to Paskin (2011), establishments have their own standards of
training and way to motivate their staffs. They offer different incentives and
encouragement to staffs for them to work efficiently and deliver excellent service.

Table 5.5.3
Significant Difference in Qualifying and Amplifying Determinants in terms

of Destination
Destination Mean Rank H- Test P-value Interpretation

Location San Juan 161.92
Nasugbu 154.56
Interdependencies San Juan 157.31
Nasugbu 160.59
Safety and
Security San Juan 154.05
4.568 0.102 Not Significant
Mabini 136.00
Nasugbu 161.46
Awareness/Image San Juan 160.61
Nasugbu 155.35
Cost Value San Juan 159.21
Nasugbu 158.14
Carrying Capacity San Juan 160.19
Nasugbu 157.44
Legend: if p-value < 0.05 – Significant
Table 5.3 shows the significant difference of the top three summer
destination with regards to qualifying and amplifying determinants. The table
revealed that there is no significant difference.
In terms of location, San Juan has a mean rank of 161.92 while Mabini
has a mean rank of 135.03 and Nasugbu has a mean rank of 154.56. It shows
that San Juan got the highest rank in terms of location.

Location is considered as a major market of tourism from now and then.
Tourists seeks physical attractions for actual visitation because it has the ability
to attract tourists coping a greater interest to them. The result showed the there
are no significant difference among the three destination in terms of location. The
accommodation like resorts and hotel which offers pool resources like pool slide
or infinity pool. Each destination was also blessed with different marine species
under the government protection. All destinations have its natural beauty that
makes them attractive to tourist.
According to B. Phil 2012, Batangas beach resorts are full of natural
landscape that attract tourists. The towns including San Juan, Mabini and
Nasugbu are where the famous beach resorts are located. The long shorelines of
Laiya and the peaceful place wherein lapping waves, whirling leaves and chirping
birds are all presence in the area. The beach of Mabini is perfect for viewing
marine life such colorful fishes and coral. Most of the resorts in Mabini are found
hill side, which gives the travelers a good glimpse of the beach. While in
Nasugbu, the beach has loads of translucent water and white sand beaches. It is
also rich with coves and dive sites.
In terms of interdependencies, San Juan has a mean rank of 157.31 while
Mabini has a mean rank of 133.61 and Nasugbu has a mean rank of 160.59. The
result revealed that in terms of interdependencies, Nasugbu got the highest rank.

Interdependencies exist in between destination. The competitiveness of
nearby destination also affects the competitiveness of one another for example,
some travelers break their journey to rest or having a stop over from a distant
destination. The cooperation of each destination significantly affects the success
of each other.
The result showed that there is no significant difference among the three
destination in terms of interdependencies. The nearby destinations of San juan,
Mabini, Nasugbu helps each destination in promoting each tourists spot. Through
offering variety products from other places, signages, restroom, and restaurant
along the road and the hospitable way of local residents it increases the
satisfaction of tourists on providing their needs in going to these destinations.
According to Alcazaren (2010), it is a lot easier for the tourist upon getting
to Laiya, San Juan. While driving down the Star tollway there is a visible several
large tarpaulins enjoining those wishing to get to Laiya. The sign was posted by
ALRO which means Association of Laiya Resort Owners.
In terms of destination‟s safety and security, San Juan has a mean rank
of 154.05 while Mabini has a mean 136.00 and Nasugbu has a mean rank of
161.46. It shows that Nasugbu got the highest rank in terms of the safety and
security.

Safety and security influence the tourist choice of visitation in a
destination. Visitors are concerns on knowing the risk of crime, natural disaster,
standards of medical services etc. in the destination. Tourism authorities
respond to these problems so, they gathered monitoring, travel advisories,
warnings or media coverage of events with a risk of danger. In general, they
make a resolution to overcome such problems. Safety and security have been
important issues in tourism industry. Crimes against tourist are also important for
the destination planner because it result to the overall image of the destination.
The travelers seek for a secure vacation without any case of threats for them
such terrorism, murder, robbery and kidnapping.
Meanwhile, the results of the study in terms of safety and security of the
three destinations are not significant. Although there are crimes involving in each
destination it did not affect the attraction offers in the destinations. As long as the
authorities handle the situation it is possible that the tourists will take their visits.
According to Manalo (2018), Batangas Police Provincial Director Alden
Delvo has reminded tourists who plan to spend their summer vacation along the
beaches in the province to be „extra-careful‟ to avoid accidents and other adverse
incidents. The provincial police chief launched the „Ligtas Summer Vacation'
(SUMVAC) and prepared to ensure the safety and security of the tourists. This
includes the towns of San Juan, Mabini and Nasugbu in their coastal areas,
pilgrimage sites and churches which is frequently visited.

Meanwhile, in terms of awareness/image/brand, San Juan has a mean
rank of 160.61 while Mabini has a mean rank of 135.55 and Nasugbu has a
mean rank of 155.35. The result shows that San Juan got the highest rank.
Many destinations for today are influence by the awareness comes from
their mind. It perceives all the characteristics of a destination which gives them
an option to choose between alternative destinations. The degree of awareness
also effects the potential tourists in consideration to visit the place.
The study resulted that there is no significant difference among the three
destinations in terms of awareness/image/brand. Department of Tourism-
Batangas chapter is a government organization who‟s in charge to help
destination from Batangas Province including San Juan, Mabini and Nasugbu in
promoting their tourists‟ destination. To advertise this destination, they post it
through sites or travel blog which aim to recognized by the tourist hence, it
makes the destination eye-catching by means of pictures and video post.
According to Castro (2017), Department of Tourism is the primary
government agency in the Philippines. It is charged with the responsibility to
encourage, promote, and develop tourism. It also delivers marketing and
promotional activities in different region such as information dissemination, public
relations, special events, and related tourism programs.

In terms of cost/value, San Juan has a mean rank of 159.21 while
Mabini has a mean rank of 134.16 and Nasugbu has a mean rank of 158.14. It
shows that San Juan got the highest rank in terms of cost/value.
Cost and value of a destination is associated to the range of goods and
services provided by the destination. These are consumed by the visitors and
these are fundamental to the competitiveness of the destination. The results
showed that there is no significant difference among the three destination in
terms of cost and value. The destinations offer same product and services
corresponding to its standard price. The tourists are willing to pay during their
visits as long as the destination provides their needs and wants for their purpose
of travel.
According to J. Aquino (2015), Whenever a traveller is planning for a trip,
he/she will look for ideal accommodation that provide comfort at the right budget.
Part of the hotel advertisement comprises star ratings and each star show the
availability of facilities and amenities that a hotel offers. Meanwhile the higher
rates of the accommodation depend on the number of stars that a hotel possess.
In terms of carrying capacity, San Juan has a mean rank of 160.19 while
Mabini has a mean rank of 133.87 and Nasugbu has a mean rank of 157.44. The
result shows that in terms of carrying capacity, San Juan got the highest rank.

A destination carrying capacity is an important factor in a tourism
destination because further growth of tourist closes to its limit results to the
deterioration condition which decline tourist‟s attractiveness. The role of carrying
capacity has a goal for a sustainable tourism without the danger of nature
existence.
The results showed that there is no significant difference among the three
destination in terms of carrying capacity. Hotel and resort in the destination
manage their tourists‟ arrival by informing their tourist about the availability of
vacancy on their accommodation. This destination is also implementing a
sustainable tourism and protecting destination to continuously seen by future
tourist.
According to Br Softech (2016), most of hotels nowadays used online hotel
reservation to ensure a steady flow of guest without lessen the quality of service.
This is to update immediately the availability of the customers‟ needs in vacancy
upon receiving a reservation. It saves time on the administrative task while
minimizing the risk of over booking in the destination.

CHAPTER V
CONCLUSION AND RECOMMENDATIONS
This chapter presents the conclusion and recommendations of the study.
Conclusion
After thorough analysis by the researchers on the study about the
destination competitiveness of the top three summer destination of Batangas
Province; they have come up with the following conclusions:
1. Majority of the respondents are in the age bracket of 21-26 years old and
mostly are female. While under the income level, majority of the respondents
have an income of below 15,000. Most of them are single and degree holder.
2. The result showed that in San Juan and Nasugbu, respondents were very
satisfied while respondents from Mabini were satisfied in terms of physiography
and climate. In terms of culture and history, respondents in San Juan and Mabini
were satisfied while respondents in Nasugbu were very satisfied. With regards to
market ties, the respondents in San Juan and Nasugbu were very satisfied while
respondents in Mabini were satisfied. In terms of mix of activities, respondents in
San Juan and Mabini were satisfied while respondents in Nasugbu were very
satisfied. With regards to special events and entertainment, the respondents
were satisfied with the three-summer destination. In terms of superstructure, both

respondents in San Juan and Nasugbu were very satisfied while respondents in
Nasugbu were satisfied. This means that the three-summer destination are
competitive with regards to core resources and attractors.
3. The result reveals that in terms of infrastructure, respondents in San Juan
were very satisfied while respondents in Mabini and Nasugbu were satisfied. In
terms of accessibility, respondents in San Juan and Nasugbu were very satisfied
while respondents in Mabini were satisfied. In terms of facilitating resources,
respondents in San Juan and Mabini were satisfied while respondents in
Nasugbu were very satisfied. In terms of hospitality, the respondents were very
satisfied with the three destination. In terms of enterprise, respondents in San
Juan and Nasugbu were very satisfied while respondents in Mabini were satisfied.
This means that the three-summer destination are competitive with regards to
supporting factors and resources.
4. The result shows that in terms of location, respondents in San Juan and
Nasugbu were very satisfied while respondents in Mabini were satisfied. In terms
of interdependencies, respondents in San Juan and Mabini were satisfied while
respondents in Nasugbu were very satisfied. In terms of safety and security,
respondents were very satisfied with San Juan and Nasugbu while respondents
in Mabini were satisfied. In terms of awareness, image and brand, respondents in
San Juan and Nasugbu were very satisfied while respondents in Mabini were
satisfied. In terms of cost and value, the respondents were satisfied with the
three-summer destination. In terms of carrying capacity, respondents were very
satisfied with San Juan and Nasugbu while in Mabini, respondents were satisfied.
This means that the three-summer destination are competitive with regards to
qualifying and amplifying determinants.
5. The result revealed that there is a significant difference with regards to core
resources and attractors in terms of the physiography and climate, culture and
history, market ties and superstructure. With regards to the supporting factors
and resources, the destination‟s infrastructure, accessibility and facilitating
resources have a significant difference. Meanwhile, there is no significant
difference in their responses with regards to qualifying and amplifying
determinants of the top three summer destinations.
Recommendations
Based on the foregoing conclusions, the researchers offered the following
recommendations:
1. The government of the top three summer destination should provide lanes or
highways for bicycles as it could be a mode of transportation for the neighbouring
tourist. In addition, it could be an opportunity to the destination to be one of the
tourism activities especially for the healthy living tourists.
2. The tourism office should be visible to tourists who may seek information
about the destination.

3. The government should be aware about the needs of people with disabilities
like the facilities and activities that fits for them.
4. The establishments must provide a proper orientation of staff regards in
putting the guests‟ concern in high priority.
5. For the safety and security of the tourists, the establishments should ensure
that the security cameras installed are monitored.
6. The government of the top three summer destination must be organized in
limiting tourist‟s arrival to sustain the resources in the area.
7. The study should be read by the future researchers who may have interest in
the destination competitiveness of a tourist‟s destination. It may be a source of
information or data in conducting their own study.

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Zgolli, S. (2017). Customer-to-customer interaction in tourism experience:

Moderating role of nationality.
https://www.sciencedirect.com/science/article/pii/S2214462516301499

APPENDENCES

APPENDIX A
LETTER FOR VALIDATION OF QUESTIONNAIRE



APPENDIX B
SAMPLE SURVEY QUESTIONNAIRE
Westmead International School College of Tourism and Hospitality Management Batangas City
Dear Respondents,
We are 4th year BS Tourism Management students currently writing a thesis entitled,
“Destination competitiveness among Top 3 Summer Destination of Batangas Province”. In
connection with this, we are humbly seeking for your assistance by answering the succeeding
questions. Your response will be of great help to the overall completion of this study. Rest
assured that all information will be used for academic purposes only. Thank you!
Aquino, Elaica D
Ramos, Helen Grace M.
Researchers
Part I. Demographic Profile of the Respondents
Name (optional): ____________________________

Please put a check mark (√) on the box which corresponds to your answer.
Age:
□ 21-26 years old □ 33-38 years old □ 45 years old and above
□ 27-32 years old □ 39-44 years old
Gender:
□ Male □ Female
Income Level:
□ Below P15,000
□ P15,000- P25,000
□ P26,000- P35,000
□ P36,000-P45,000
□ P46,000 and above
Civil Status:
□ Single □ Married □ Widowed
Educational Attainment:
□ Degree □ Non Degree

Part II: Summer Destination Indicators

Direction: This part of the questionnaire seeks to determine and compare the destination
competitiveness among the Top 3 Summer Destination in Batangas Province (San Juan, Mabini,
Nasugbu). Please put a check mark (√) on the number corresponding to your level of agreement
on the given statement following the Like scale below:
5- STRONGLY SATISFIED 3- SATISFIED 1- NOT SATISFIED
4- VERY SATISFIED 2- SLIGHTLY SATISFIED
A.
CORE RESOURCES AND ATTRACTORS
A.1 Physiography and Climate 5 4 3 2 1
1. The quality of air in the destination is adequate and clean
2. The environment in the destination is serene and peaceful.
3. Uniqueness of Natural Attraction such as falls and forest.
4. There is a visible Flora and Fauna in the area
5. The ecotourism sources are present
6. There is a changing condition of weather
7. .There is a beautiful scenic of plains and mountains
A.2 Culture and History 5 4 3 2 1
1. The quality of local handicraft such as carving, sculpture,

stitching, embroidery etc. is available in the destination.
2. The destination assesses preservation of historic sites.
3. The essence and value of heroes is utilized in the

destination.
4. The strong presence of Batangueo accent (deep and

melodic way of speaking) is still evident.
5. The resident‟s superstitious belief is still practiced.
6. The presence of traditional music and pay respect in such

rituals like dances and chants.
7. The destination is essential to some religios attitudes,

beliefs and practices.

Batangas Province
A.3 Market Ties 5 4 3 2 1
1. There is an evident presence of tourism products.
2. The destination is coordinated with environmental specialist from

Batangas Environment and Natural Resources Office.
3. The destination is cooperated with Government Sanitation and
Hygiene Department.
4. The destination follows environmental laws, rules and
ordinances sustainable for a tourism sector of the province.
5. The destination establishment provides certificate of
Environmental Compliance.
6. The destination is coordinated with DENR waste segregation
policy or proper garbage collection.
7. The municipality provides standards for water quality guidelines.
A.4 Mix of Activities 5 4 3 2 1

1. There is a will to Land Activities e.g. (Hiking, Caving,
Mountaineering, and Canyoneering).
2. There are Water Activities e.g. (Scuba Diving, Parasailing, Fly
boarding, Wind Boarding, and Surfing).
3. There is a pleasure to Extreme Air activities such as Sky Diving,
Giant Swing, Zip line, Aerial Walk, Free Fall, and Rappelling.
4. There are available Sport Activities to enjoy such as Basketball,
Soccer, Frisbee, Volleyball, Football and Badminton.
5. There are available Industrial tour /factory tour.
6. Leisure activity like shopping is widely available.
7. The presence of gaming activities such card games, charitable
games and lottery operated games.
A.5 Special Events/Entertainment 5 4 3 2 1

1. Theme Parks events are available.
2. There is sufficient Shopping Malls.
3. There is nightlife on beaches.
4. There are government officials in municipality events like
foundation day and/or town fiestas.
5. The presence of functions or fundraising events involving
activities like raffles, auction etc. are found in the destination.
6. There are cinemas or movie theatre along the place.
7. The destination is appropriate for team building events.
Please put a check mark (√) on the number corresponding to your level of agreement on the
given statement following the Like scale below:
SUPPORTING FACTORS AND RESOURCES
B.1 Infrastructure 5 4 3 2 1
1. Public Highways are available for easy transportation.
2. There are transport services that make it convenient to go.
3. There are Pedestrian Paths and sidewalks.
4. There is an available transport terminal for every destination.
5. There is a tourist services for private transportation in every tourist spot.
6. There are traffic signals to road intersection.
7. There are bicycle highways, bike paths and bike lanes.
B.2 Accessibility 5 4 3 2 1
1. There are clear signs and symbols directing you to the destination
2. There are reasonable transport fees such terminal and environmental.
3. The traffic congestion is well organized by traffic officials.
4. There is available parking areas.
5. The regulations of the transportation systems is being utilized by the
destination
6. The destination's information can be easily access online when planning
a trip.
7. The destination is also accessible to people with disabilities in providing

tourism activities for them.
B.3 Facilitating resources 5 4 3 2 1
1. There are tour guide services available.
2. The hotel and resort staff provide well versed hospitality for
destinations.
3. The staffs are guided and maintained by the authority or manager.
4. The staffs are knowledgably about their job duties, description and
responsibilities.
5. The work environment of the hotel and resort staff are in harmony.
6. The personnel are mentally and physically prepared in their jobs.
7. The staffs are attentive and enthusiast in their job.

B.4 Hospitality 5 4 3 2 1
1. The staffs greet the tourists a smile upon entering and exiting the
summer destination.
2. The staffs are eager to help the tourists with their concerns.
3. The staffs put the concern of the guest in high priority.
4. The staff and owners possess professionalism.
5. The service staffs are friendly and approachable.
6. The staff recognized loyal customers by their name.
7. The staff make a guide for tourist to be familiar on local favourites

restaurants, banks, atm, post office, grocery store etc.
B.5 Enterprise 4 3 2 1
1. There is an available Loading Mobile station on tourist site.
2. There is an available license street vendor, banks or ATM machine.
3. There is an available gasoline station.
4. There is an available pharmacy on tourist site.
5. There is an available butcher or farmer‟s market vendors selling fresh meat,

fruits and vegetables.
6. Small businesses also apply advertisement for marketing.
Please put a check mark (√) on the number corresponding to your level of agreement on the
given statement following the Like scale below:
C.
QUALIFYING AND AMPLIFYING DETERMINANTS
C.1. Location 5 4 3 2 1
1. There are Pool Resources such as Slides and Infinity Pools.
2. There are stunning Marine Sanctuary such as coral reefs.
3. Pleasing variety of sand, color and texture e.g. (Pebbly and Sandy).
4. High concentration of marine wildlife and species are protected.
5. The destination has posters that attract visitors.
6. The Artistic features of the destination are evident.
7. The destination has a natural beauty.

C.2 Interdependencies 5 4 3 2 1
1. The destination also offers variety of products from other places.

2. There are rest rooms along the way of the destination.
3. There are restaurants or any food establishments along the road.
4. Souvenir shops in the destination are available.
5. The availability of travel agency when planning a trip in the destination.

6. Destination‟s signages in the neighbouring municipalities are available.
7. The residents of the neighbouring municipalities are also
knowledgeable about the destination e.g. if a tourist asks for direction
the resident can easily point out.
C.3 Safety/Security 5 4 3 2 1
1. There are available police patrols.
2. There are available of life guards.
3. There are security cameras that are monitored.
4. The destination establishments are monitored by security guard.
5. There are beach signages for safety and security.
6. There are quality medical services such as first aid and clinic.
7. The destination is safe from troubles or riots.
C.4 Awareness/image/brand 5 4 3 2 1
1. There is sufficient destination information from social media and

advertisement.
2. The destination is good to visit in all season.
3. The destination is reputated as a safe place for vacation.
4. The destination is a favourable place to visit.
5. The shoreline looks neat and well maintained in platform

advertisement and in reality.
6. The destination is recommended by friends and relatives to visit.
7. The destination is a good place for adventure and leisure.

C.5 Cost/value 5 4 3 2 1
1. The destination offers discount coupons on some establishment.
2. Prices of the Food and Drinks are favorable.
3. Prices of souvenirs and handcrafted products are favorable.
4. Prices of excursions are favorable.
5. Fair accommodation charges
6. Fair entrance fee or other fee charges
7. The prices of package tour are favorable.
C.6 Carrying Capacity 5 4 3 2 1
1. The destination is not overcrowded.
2. The destination remains attractive and appealing even there are lot of
tourists.
3. The destination can sustain large number of tourist without the
reduction in the quality of experience.
4. The destination is being maintained and once there are damage occurs,
it is being fixed immediately.
5. There is a pre-booking or reservations before tourists may visit to limit
the large number of people in the destination
6. The large number of tourist does not disturb landscapes and wild
habitats.
7. The destination is not deteriorated despite of bulk must arrive.
I ___________________ a resident of ____________________ do hereby accept to answer all the

questions of this questionnaire.
_______________________
Respondent‟s Signature

Batangas Province
APPENDIX C
PHOTOS
A. SAN JUAN
Map going to San Juan Physiography of San Juan
Old House and the San Juan Church, which are part of San Juan’s culture
and history

Mix of Activities
Water activities that can enjoyed in Laiya, San Juan, Batangas
Hiking at Mt. Daguldol

Lambayok Festival
Resorts and Hotels in Laiya, San Juan
Acuatico Beach and Resort Estrellas De Mendoza Playa Resort
Virgin Beach Resort Calubcub Bay Resort

Laluz Beach Resort Palm Beach Resort
Road signs going to San Juan

Taglines of Resorts
Products of the Municipality

B. MABINI
Map going to Mabini
Camp Netanya Vivere Azure Resort

Buceo Anilao Beach Lachevrerie Resort and Spa
Anilao Beach Club Aguila Beach and Resort
Mix Activities in Mabini

Hiking at Mt. Gulugod Baboy and Mt Pinagbanderahan
Kinulob Festival

C. Nasugbu
Map going to Nasugbu
Tali Beach Kawayan Cove

Twin Islands Fortune Islands
Pico De Loro Canyon Cove
Mix of Activities

Hiking at Mt. Batulao
Sugbuan Festival

APPENDIX D
CURRICULUM VITAE
AQUINO, ELAICA D.
Address: Barangay Namuco Rosario, Batangas
Contact #:09752909588
E-mail:elaica004@yahoo.com
EDUCATION Westmead International School
Alangilan, Batangas City

Bachelor of Science in Tourism Management
2015 – Present
ICT-ED Institute of Science and Technology

Y Zuno st. Lipa, City
2- Year diploma course of Travel and Tourism
Management
2013- 2015
Padre Vicenta Garcia Memorial Academy

Poblacion E, Rosario,Batangas
2009 – 2013
Rosario East Central School

Brgy. D, Rosario, Batangas
2003 – 2009
INTERNSHIP TRAINING Skylogistics Philippines Inc.

Cargo Services Division and Accounting Dept.
Pal Inflight Gate 3, Baltao St. Pasay City
August – October 2018

G-Reliable Travel and Tours

San Juan, Batangas
April – May 2017
UNDER GRADUATE RESEARCH PAPER
DESTINATION COMPETITIVENESS AMONG THE

TOP THREE SUMMER DESTINATION OF
BATANGAS PROVINCE
SEMINARS ATTENDED Sustaining Competitive Advantage after Graduation

June 2018
Standard First Aid and Basic Life Support Orientation

May 2018
3rd Tourism and Hospitality Annual Research Convention

Far Eastern University, Manila
February 2018
8th Annual Tourism & Hospitality Forum, Developing

Interpersonal Skills for Airlines and Cruise Success
Epic Event Center, Brgy. Balagtas, Batangas City
March, 2018
EXTRA-CURRICULAR
ACTIVITIES NCII Passer Front Office
2014
Photo Essay
CTE Month 2015
Modern Dance Competition 2016

Sabayang Pagbigkas 2016

Kpop Competition 2016

Tour Guiding Competition 2016

Wis love opm 2017

PERSONAL INFORMATION
Date of Birth: November 4, 1996

Place of Birth: Manggahan, Montalban Rizal
Age: 21
Gender: Female
Height: 5‟1
Weight: 49kg
Status: Single
LANGUAGES Filipino, English, Basic Nihongo, Korean, Spanish
SKILLS Dedicated and Hardworking Individual

Knowledgeable in Microsoft App
REFERENCES:
Ms. Sherly Manalo

092833332439
Program Chair of Hotel and Restaurant Management
Westmead International School College Department
Mr. Hyman Blanco

09177051293
Supreme Student Council Adviser
College Department

Prof. Antonio Maligaya

09169855882
Coordinator, External Affairs, IACEPO
College Department
I HEREBY CERTIFY THAT THE FORGOING ANSWERS ARE TRUE AND

CORRECT TO THE BEST OF MY KNOWLEDGE BELIEF AND ABILITY.
ELAICA D. AQUINO

RAMOS, HELEN GRACE M.
Address: MUZON, SAN JUAN, BATANGAS
Mobile #:09128040981
E-mail Address: graceramos712@gmail.com
EDUCATION Westmead International School
Alangilan, Batangas City

Bachelor of Science in Tourism Management
2015 – Present
Palahanan National High School

Palahanan 2nd, San Juan, Batangas
2009 – 2013
Muzon Elementary School

Muzon, San Juan, Batangas
2003 – 2009
INTERNSHIP TRAINING Skylogistics Philippines Inc.

Cargo Services Division and Accounting Dept.
Pal Inflight Gate 3, Baltao St. Pasay City
August – October 2018
G-Reliable Travel and Tours

San Juan, Batangas
April – May 2017
UNDER GRADUATE RESEARCH PAPER

DESTINATION COMPETITIVENESS AMONG THE
TOP THREE SUMMER DESTINATION OF
BATANGAS PROVINCE
Sustaining Competitive Advantage after Graduation


June 2018
Standard First Aid and Basic Life Support Orientation

Westmead International School May 2018
3rd Tourism and Hospitality Annual Research Convention

Far Eastern University, Manila
February 2018
8th Annual Tourism & Hospitality Forum, Developing

Interpersonal Skills for Airlines and Cruise Success
Epic Event Center, Brgy. Balagtas, Batangas
City March, 2018
EXTRA CURRICULAR
ACTIVITIES Quiz Bee
CTE Week 2017
Class Treasurer
SY: 2015-2018
Organization Vice President

Association of Young Hoteliers and Tourism Students
SY: 2017-2018
Quiz Bee
WIS@XI
Photo Interpretation
WIS @ 11
PERSONAL INFORMATION
Date of Birth: April 07, 1997

Place of Birth: Libon, Albay
Age: 21
Gender: Female
Height: 5‟1
Weight: 46 kg
Religion: Roman Catholic
Civil Status: Single
LANGUAGES Filipino, English, Basic Nihongo, Korean, Italian
SKILLS Dedicated and Hardworking Individual

Knowledgeable in Internet Research Tools
Adapt easily to new concept and responsibilities
Computer Literate
CHARACTER REFERENCES:
Ms. Sherly Manalo

092833332439
Program Chair of Hotel and Restaurant Management
Westmead International School College Department
Mr. Hyman Blanco

09177051293
Supreme Student Council Adviser
College Department
Prof. Antonio Maligaya

09169855882
Coordinator, External Affairs, IACEPO
College Department
I HEREBY CERTIFY THAT THE FOREGOING ANSWERS ARE TRUE AND

CORRECT TO THE BEST OF MY KNOWLEDGE BELIEF AND ABILITY
HELEN GRACE M. RAMOS


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Westmead International School

College of Tourism and Hospitality Management

THE PROBLEM AND ITS BACKGROUND

This chapter discusses the proposed study, statement of the problem,

scope and limitations and definition of terms.

The continuous development of new tourists‟ destination and the growth of

the existing once indicate the need to maintain an appropriate level of

competitiveness. Tourism competitiveness is an ability of the destination to meet

time goes by, changes are accelerated in different trends in terms of

environment, attitudes, culture and behavior. Moreover, destination should join

image. Today, destination competitiveness as a concept has begun to have its

Destination competitiveness is the ability of the destination to deliver

competitiveness is the destination‟s capacity to create products that sustain its

resources while maintaining market position relative to its competitors (Hassan,

Destination Competitiveness among the Top three Summer Destinations in

Batangas is a blessed land. It has a wide array of diverse landscapes,

pristine beaches, a scenic lake, spectacular diving sites, breathtaking rivers,

Batangas has a rich culture and heritage.

According to Buted et al (2014), Batangas is tagged as a premier tourist

the tourism of the Philippines.

In this regard, the researchers choose to study the destination

competitiveness of the top three summer destinations of Batangas Province to

Statement of the Problem

The focus of the problem is to assess and compare the destination

competitiveness of the top three summer destinations in Batangas Province.

Specifically, the proponents aim to answer the following questions:

Destination Competitiveness among the Top three Summer Destinations in

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

1.3 Income Level;

1.4 Civil status;

1.5 Educational Attainment?

2. Destination Competitiveness with regards to Core Resources and

2.1 Physiography and Climate

2.2 Culture and History

2.3 Market Ties

2.4 Mix of Activities

2.5 Special Events/Entertainment

3. Destination Competitiveness with regards to Supporting Factors and

3.3 Facilitating Resources

Destination Competitiveness among the Top three Summer Destinations in

4. Destination Competitiveness with regards to Qualifying and Amplifying

4.4 Awareness/ image/ brand

4.5 Cost/ value

4.6 Carrying capacity

5. Is there a significant difference between the three groups of respondents for

the destination competitiveness with regards to core resources and attractors,

supporting factors and resources and qualifying and amplifying determinants?

In the conduct of the study, the null hypotheses will be tested:

1. There is no significant difference between the three groups of respondents

for the destination competitiveness with regards to core resources and

attractors, supporting factors and resources and qualifying and amplifying

Destination Competitiveness among the Top three Summer Destinations in

Significance of the study

The study was created to assess and compare the destination

competitiveness of the top three Summer Destinations of Batangas Province.

industry engage with the Department of Tourism- Batangas Chapter as it shows

to improve and promote the summer destinations of the area.

It will also be beneficial to tourists as they will be aware about the

services in order to be a competitive destination.

Destination Competitiveness among the Top three Summer Destinations in

Scope and Limitations of the study

This study was conducted to assess and compare the competitiveness of