PERCEPTION OF TOURISTS ON DESTINATION IMAGE AND ITS INFLUENCE TO

SATISFACTION AND DESTINATION LOYALTY

A Research Paper Presented to

The Faculty of the College of Business and Management
Northern Negros State College of Science and Technology
Brgy. Rizal, Sagay City, Negros Occidental

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

Richan O. Canoy
Louise Marie A. Chavez
Nichole Kay D. Corro
Sarah Michelle P. Magbanua
Joyce F. Malimbag
April A. Mahilum
Marialuna Sante

January 24, 2024

Republic of the Philippines

ISO 9001:2015
Certified
 NORTHERN NEGROS STATE COLLEGE OF SCIENCE & TECHNOLOGY
College Of Business and Management
Brgy. Rizal, Sagay City, Negros Occidental
(034)722-4120, www.nonescost.edu.ph

THESIS APPROVAL SHEET

This Undergraduate Thesis, titled “PERCEPTION OF TOURISTS ON DESTINATION IMAGE

AND ITS INFLUENCE TO SATISFACTION AND DESTINATION LOYALTY”, prepared and
submitted by RICHAN O. CANOY, LOUISE MARIE A. CHAVEZ, NICHOLE KAY D. CORRO, SARAH
MICHELLE P. MAGBANUA, JOYCE F. MALIMBAG, APRIL A. MAHILUM, and MARIALUNA
SANTE, in partial fulfillment of the requirements for the degree BACHELOR OF SCIENCE IN TOURISM
MANAGEMENT, has been examined and recommended for approval.

ROSE ANN A. VILLARIAS, MBA-HTM

Adviser

THESIS COMMITTEE

LEA MAE K. CALIMPONG, LPT, MAEd RONIE JOHN V. CASI, MS-HM

Panel Expert Panel Expert

RECHIE B. PABELONA, Ph.D ELYN MAE P. ALCANTARA, MBA-HTM

Member – Research Coordinator Member – Program Head

RICHEL P. ALOB, Ph.D, DBA

Chair – Dean

PANEL OF EXAMINEES

LEA MAE K. CALIMPONG, LPT, MAEd RONIE JOHN V. CASI, MS-HM

Panel Expert Panel Expert

RECHIE B. PABELONA, Ph.D ELYN MAE P. ALCANTARA, MBA-HTM

Member – Research Coordinator Member – Program Head

RICHEL P. ALOB, Ph.D, DBA

Chair – Dean

ACCEPTED AND APPROVED in partial fulfillment of the requirements for the degree Bachelor of
Science in Tourism Management.

Date of Proposal Defense: November 16, 2023

Date of Final Defense: January 5, 2024

JOCELYN D. BANTIGUE, Ph.D

VP- Academic Affair

ACKNOWLEDGMENT
 First and foremost, we offer our heartfelt praises and gratitude to God for His blessings,
guidance, and unwavering presence throughout our research journey. His divine wisdom and grace have
provided us with the strength, inspiration, and perseverance needed to complete this research. We would
also like to express our deep gratitude to our research adviser, Ms. Rose Ann A. Villarias, MBA-HTM,
and to our research instructor Dr. Kristin Iris G. Estores, Ph.D. Their guidance, expertise, and
unwavering support have been instrumental in shaping the direction and quality of this research. We
extend our sincere appreciation to our esteemed panel members, Dr. Richel P. Alob, PhD, DBA, Dr.
Rechie B. Pabelona, PhD, Ms. Elyn Mae P. Alcantara MBA-HTM, Ms. Lea Mae K. Calimpong, LPT,
MAEd, Mr. Ronie John V Casi, MS-HM, whose insightful feedback and constructive criticisms have
significantly improved the quality of our work. Your expertise and dedication to upholding academic
excellence have not only shaped this research but also our growth as budding researchers. Heartfelt
appreciation is also extended to the participants who generously dedicated their time and shared their
insights, without whom this study would not have been possible. Their contributions have enriched our
findings and added depth to the research. More so, we would like to acknowledge the Northern Negros
State College of Science and Technology for providing the necessary resources and facilities that
supported this research endeavor. Additionally, we are deeply indebted to our family and friends for
their unwavering encouragement, understanding, and patience throughout this challenging journey. Their
love, support, and belief in us have been a constant source of motivation. Lastly, we would like to
express our sincere appreciation to each of the individuals who have provided assistance, advice, and
encouragement along the way. Their contributions, whether big or small, have played a significant role
in the completion of this research. We would like to thank everyone involved for being a part of this
journey and for the invaluable contributions extended towards the success of this research journey.

TABLE OF CONTENTS

Page
 TITLE PAGE i
APPROVAL SHEET ii
ACKNOWLEDGMENT iii
TABLE OF CONTENTS iv
LIST OF TABLES v
LIST OF FIGURES vi
ABSTRACT vii
INTRODUCTION 1
METHODS 3
Research Design 3
Respondents of the study 3
Data Gathering Instrument 4
Validity 4
Reliability 4
Data Gathering Procedure 4
Statistical Treatment 5
Ethical Considerations 5
RESULTS AND DISCUSSION 6
CONCLUSION & RECOMMENDATION 10
REFERENCES 12
APPENDICES 15
Appendix A: Criteria for the Validation of the Survey Instrument 15
Appendix B: Summary of the Result of the Validation 16
Appendix C: Respondent’s Consent 17
Appendix D: Research Questionnaire 18
Appendix E: Letter to the College Administrator/Agency 22
Appendix F: Grammarian Certification 23
 LIST OF TABLES
Table Page
1 Perception of Tourists on Destination Image as Assessed in Terms of: 6
Accommodation, Accessibility, Activities, Amenities, and Attractions
2 Perceived Level of Tourist Satisfaction in Terms of:
Intangibility, Heterogeneity, Inseparability, and Perishability 7

3 Level of Destination Loyalty in Terms of Value and Quality 8

4 Relationship Between Destination Image and Satisfaction as 9

Perceived by the Customers

5 Relationship Between Destination Image and Destination Loyalty 10

as Perceived by the Customers
 LIST OF FIGURES

Figure Page
1 Framework of the Study 2

ABSTRACT

This research paper examines the relationship of destination image to tourist satisfaction, and
destination loyalty in a beach resort in Negros Occidental. It focuses on five key dimensions of
destination image: accommodation, accessibility, activities, amenities, and attractions. These
dimensions collectively shape tourists’ overall impressions of the destination. The study also
examines intangibility, heterogeneity, inseparability, and perishability as factors influencing
tourist satisfaction. Additionally, it delves into destination loyalty, considering the value and
quality associated with the destination. The analysis was based on the data collected from the
sample of one hundred (100) tourists and total number of employees. Descriptive statistics,
including mean and standard deviation and regression analysis were used to analyze the result of
each variables and correlation between the variables. The findings demonstrate a significant and
positive association between destination image and both satisfaction and destination loyalty.
These results underscore the significance of effectively managing and enhancing the destination
image to cultivate positive perceptions among tourists. The study concludes by discussing the
implications for destination management and proposing strategies to cultivate a positive
destination image, ultimately leading to increased satisfaction and long-term loyalty among
tourists.

Keywords: Beach Resort, Relationship, Positive Destination Image, Increased Satisfaction, Long-
term Loyalty
Introduction
A wider range of economic sectors are involved in the tourism industry, which guarantees
that the revenue from the services and products offered to tourists is shared with a greater number
of people in the community (Leite et al., 2020). Increasing tourists' happiness and likelihood of
return can be achieved by cultivating a positive image of the destination (Jebbouri et al., 2022).
The notion of a destination image is commonly known as a combination of perceptions and
understandings developed through the gradual processing of many information sources. These
cause a person to see the benefits and features of a specific location they are searching for,
according to Wu et al., (2020). The ability to influence potential tourists' decision-making makes
images of tourist destinations so important. Over time, a favorable impression contributes to the
development of an attractive perception of the destination and can increase tourist satisfaction and
destination loyalty. In 2018, Haarhoff et al. stated that the destination image is a crucial resource
for attracting tourists. This is an important factor that influences many different aspects of
tourism, such as selection of destination, recommendation, loyalty towards the destination, and
intention to visit. (Hunt, 2018).

In 1982, the Philippines was ranked eighth on the convention's list of top destinations. It was
listed as Asia's top destination for business events in the same year. According to the Global
Business Travel Association (GBTA), the overall business travel costs amounted to US$1.4
trillion in 2019. The UFI-Global Exhibition Industry Association (UFI) reported that annually,
32,000 exhibitions are held, featuring 4.5 million exhibitors, and are viewed by an estimated over
303 million visitors. In contrast, the Philippines earned Php550.2 billion from international
tourism, with 8.3 million arrivals in 2019. Varona (2021) suggests that the way tourists perceive a
destination has a big influence on their satisfaction levels. Destination managers can improve this
perception by focusing on certain factors that can lead to tourists wanting to return and
recommend the destination to others (Reyes et al., 2023).

The tourism of Negros Occidental is a combination of historical and breathtaking natural

destinations which contribute to the destination image of the province. Carefully examining the
viable reasons why tourists continue to visit this place is essential. These reasons include; First,
from the warm, cheerful nature of its people to heirloom flavors and historical destinations,
Negros Occidental can charm anyone into staying without a doubt (Valdez, 2018); Second, the
province is seen to be the next top tourism destination in Western Visayas, replacing Aklan
province, where Boracay Island is located, said the Regional Director of the Department of
Tourism 6 (Ferrer, 2019); lastly, there is a growth potential as more tourists opt to visit Negros
Occidental in which according to Philippine News Agency (Guadalquivir., 2023), the province
logged 510,022 tourist arrivals in 2022, higher than the target of only 350,000 for the whole year,
as reflected on the data from the Provincial Tourism Division.

Tourism studies have shown the impact of destination image on tourist satisfaction and
loyalty. The number of tourists traveling to Negros Occidental has been increasing in recent years,
which has led to three conceptual research gaps about tourist destinations being addressed in this
study. Firstly, it seeks to explore how tourists perceive the image of a particular destination, their
level of satisfaction, and their loyalty to the destination. Secondly, the study aims to evaluate the
relationship between the image of a destination and its impact on the satisfaction of tourists and
their loyalty to the destination. Lastly, the study will analyze the correlation between tourists'
perception of a destination's image and its effect on their satisfaction and loyalty toward it.
Studies on tourism development and marketing in the Philippines have covered a range of topics
that include accessibility, health and safety concerns, geographical features, notable attractions,
cuisine, and unique cultural characteristics of the Western Visayas region (Pamantasan ng
Lungsod ng Maynila, 2022). However, local research on the destination image of Negros
Occidental and its impact on tourist satisfaction and destination loyalty has not been adequately
addressed in a single literature review to date, which is why this paper aims to fill that gap.

1
 This research explored important variables of tourist perception on (i) destination image
and (ii) its influence on satisfaction, and (iii) destination loyalty in a beach resort in Negros
Occidental. The research then explained the relationship between these three (3) variables

Tourist Satisfaction

Tourist Destination Image

Perception

Destination Loyalty

Figure 1. Conceptual Framework

The study focuses on the impact of tourist perceptions on destination image, tourist
satisfaction, and destination loyalty. It examines the relationships between destination image and
tourist satisfaction, destination image and destination loyalty, as well as the mediating role of
tourist satisfaction. The study provides empirical evidence supporting these relationships and
contributes to existing research.

Previous studies have shown that destination image positively influences loyalty
preferences and tourist satisfaction (Dragouni and Fouseki, 2018). It has also been found that
tourist satisfaction positively affects trust (Ridho et al., 2021). Additionally, tourist satisfaction
acts as a mediator between destination image and loyalty.

Overall, the study highlights the influence of destination image on tourist

satisfaction and destination loyalty, clarifying and expanding upon previous research in this
area.

Objective of the Study

The study aimed to identify the perception of the tourists on destination image and its
influence on satisfaction and destination loyalty in a beach resort in Negros Occidental.
Specifically, this was focused on the following objectives: the first part of the investigation sought
to understand the level of perception of the tourists on the beach resort's destination image. The
five A's of tourism—accommodation, accessibility, activities, amenities, and attractions—were
taken into consideration during the evaluation process. The purpose of this study was to
understand how tourists perceived the quality and availability of accommodation, the ease of
accessing and navigating the location, the variety of enjoyable activities on offer, the quality of
the facilities offered, and the appeal of the destination's attractions.

The second aspect of the study focused on discerning the perceived level of tourist
satisfaction. The research was interested in how the intangible aspects of the tourist experience,
2
the variability of the experience referred to as heterogeneity, the simultaneous production and
consumption of the experience referred to as inseparability, and the inability to store the
experience for future use known as perishability, affect the overall satisfaction of the tourists.
The study had three objectives, the third one being to measure the level of loyalty towards
the destination. Two criteria were used to assess this loyalty level - value and quality. This study
aimed to analyze the impact of tourists' overall satisfaction with the destination, perceived value
for money, and perceived quality of the experience on their loyalty toward the destination.
Furthermore, the study aimed to investigate the influence of destination image on tourist
satisfaction and loyalty. The primary purpose was to determine whether tourists' satisfaction and
loyalty are enhanced when they positively perceive the destination.

Hypotheses
The destination image of a beach resort plays a significant role in shaping tourist
satisfaction and fostering destination loyalty

Methodology

Research Design
This study aimed to assess the correlation between the perception of a tourist's destination
image and its influence on satisfaction and destination loyalty. Consequently, a quantitative-
correlational research design was applied. In addition to examining relationships between
variables without the researcher controlling or manipulating them, a correlational research design
indicates the strength and direction of the relationship between two or more variables The
direction of a correlation can be either positive or negative (Bhandari, 2023).

Respondents of the Study

Convenience sampling and total enumeration were employed in this research study to
select study respondents. Total enumeration sampling is often called total enumeration, which
implies a complete count, in addition to offering thorough statistical coverage over time and
space. The respondents for this study were management employees of a beach resort in Escalante
City, Negros Occidental.

A convenience sample of one hundred randomly chosen tourists who had already visited
the destination was chosen using this manner. As a non-probability sampling technique,
convenience sampling selects units according to factors like geographic proximity, availability at
a specific time, or study participation willingness (Nikolopoulou, 2023).

Data Gathering Instrument

This study used a researcher-made questionnaire to collect data, and respondents' views
about a particular subject were measured using a Likert scale. A Likert scale is a rating scale that
is used to assess beliefs, attitudes, or actions. It comprises a statement or question, then four or
seven answer choices, from which respondents select the one that most accurately expresses their
feelings regarding the statement or question. (Bhandari, 2023). In contrast to alternative methods
such as interviews, the questionnaire is comprehensive as it encompasses a wide range of topics
and domains. This study's use of questionnaire approaches ensured the convenience and
affordability of data collection by enabling the simultaneous collection of data from each
participant group. The survey questionnaire was divided into four parts.

Part 1 of the questionnaire was a 4-point Likert scale, which was used to measure and
identify the level of perception of tourists on destination image in terms of the 5As of tourism—
accommodation, accessibility, activities, amenities, and attractions. A good-to-bad Likert scale
was used, where 4 very good destination images were the highest measurement and 1 very poor
destination image was the lowest.

3
 Likewise, in Part 2, a 4-point Likert scale was also used to measure and identify the level
of tourists' satisfaction with a destination. The Satisfaction Likert Scale, where very high
satisfaction and very low satisfaction were the poles, was used to assess how satisfied the tourists
are with the services offered by the destination in terms of a) intangibility, b) heterogeneity, c)
inseparability, and d) perishability.

In addition, part 3 was also a 4-point Likert scale to assess the level of destination loyalty
in terms of a) satisfaction, b) value, and c) quality, with a hypothetical mean range from very high
destination loyalty (4) to very low destination loyalty (1).

Validity
The instrument was validated using content validity set forth by Good and Scates. Using
the Good and Scates Validity Tool, three experts categorized them as very good and excellent.
With a rating of 4.3, the tool used was valid.

Reliability
The reliability test was conducted at Barangay Japitan, Escalante City, with 30
respondents. The results showed an excellent internal consistency of 0.861 on the Cronbach's
Alpha scale. As a result, the study's data collection tool is reliable and consistent

Data Gathering Procedure

The research process began with the researchers obtaining formal approval from the
beach resort through an official letter asking permission to conduct the study there for 2-3 days.
The school granted ethical clearance before any data was collected. The researchers provided
informed consent to ensure that the respondents were aware of their privacy rights. Respondents
were assured of the confidentiality of their identities and informed about the voluntary nature of
their participation, with the freedom to withdraw at any time.

After the respondents confirmed their willingness to participate, the survey questionnaire
was handed to them in person. Both the destination's management employees and tourists
received a survey questionnaire. The respondents provided answers to the survey questions based
on their perspectives.

The responses were collected and analyzed using online spreadsheet software. Following
the completion of the study, all relevant data and documents were safely secured and then
shredded.

Statistical Treatment
Descriptive statistics, including mean and standard deviation, and regression analysis
were employed to analyze the survey questionnaire results on tourists' perceptions of destination
image and its influence on satisfaction and destination loyalty in a beach resort in the province of
Negros Occidental. Descriptive statistics refer to certain techniques for efficiently, rationally, and
coherently calculating, characterizing, and summarizing research data that has been gathered.
(Olive et al., 2020).

Mean and standard deviation were applied to measure and analyze the responses of the
respondents. This was assessed regarding accommodation, accessibility, activities, amenities, and
attractions, commonly referred to as the 5As of tourism.

In addition, the mean and standard deviation were used to evaluate the perceived level of
tourist satisfaction with the destination's services, taking into account elements like perishability,
heterogeneity, intangibility, and inseparability. Comparably, tourists were asked to use the same
statistical method to score their level of destination loyalty with value and quality as the sub-
variables. In addition to providing a basis for comparison, statistical methods like mean and

4
standard deviation enable the objective measurement of opinion or subjective data. (Collins,
2020).

Additionally, a regression analysis was performed to investigate the correlation between

the variables of destination image, tourist satisfaction, and destination loyalty. By looking at the
relationship between dependent and independent variables, regression analysis is a statistical
method that aids in quantifying the impact of the destination image on tourist satisfaction and
loyalty. A collection of statistical methods known as regression analysis is used to estimate the
associations between a dependent variable and one or more independent variables. It can be used
to model the future relationship between variables and to evaluate how strongly the variables are
related to one another.

Destination Image

Mean Range Interpretation

3.25 - 4.00 Very Good
2.50 - 3.24 Good
1.75 - 2.49 Poor
1:00 - 1.74 Very Poor

Satisfaction and Destination Loyalty

Mean Range Interpretation

3.25 - 4.00 Very High
2.50 - 3.24 High
1.75 - 2.49 Low
1:00 - 1.74 Very Low

Ethical Considerations
The researchers of this study ensured professional and ethical execution of work
throughout the research. Before the conduct of the study with the participants, they asked for their
consent to participate in the study as research respondents. Written informed consent forms was
given to the respondents to make sure they are aware of their rights when doing the survey. The
participants were free to opt in or out of the study at any point in time, as well as respecting their
privacy and rights. The researchers ought to protect the rights of the research participants, as well
as their privacy, and maintain scientific or moral integrity. Republic Act No. 10173, also known
as the Data Privacy Act of 2012, aims to protect personal data in information and communications
systems both in the government and the private sector. The selected participants of the study had
remained anonymous so that it cannot be linked to other data by anyone else. Furthermore,
researchers informed the participants about the purpose, benefits, and risks before they agreed or
declined to join. The study was deemed ethical having a positive risk-benefit ratio, which means
that the risks and disruptions for research respondents are minimized and justified by the
anticipated advantages for the respondents or for society as a whole. As known, researchers
should avoid eliminating particular categories of people based on prejudices and refrain from
omitting individuals from research just because they could be vulnerable. In order to assist all
potentially vulnerable participants in making decisions about taking part in a study, researchers
also provided them the necessary support. Moreover, the researchers ensured that this study was
free from plagiarism or any research misconduct and had presented accurate data based on the
data collected from the participants. Also, deletion of the recorded interview, written, and audio
recording were done after the conduct of the study.

Results and Discussion

5
Understanding how tourists perceive destinations is crucial for the sustainable development of
these places in the ever-changing global tourism landscape. This study aimed to uncover the
connections between destination image, satisfaction, and loyalty. The study focused on five
critical dimensions of destination image: accommodation, accessibility, activities, amenities, and
attractions. Tourists' overall impressions of a destination were shaped collectively by these
dimensions. Regarding tourist satisfaction, the study explored intangibility, heterogeneity,
inseparability, and perishability as crucial factors influencing the perceived quality of travel
experiences. The research also delved into destination loyalty, examining the value and quality
associated with the destination. The main focus of this study was to determine if the image of a
destination has a vital influence on the satisfaction of tourists and, consequently, their loyalty to
that destination. The findings of this research provide valuable information that can be used for
destination management, marketing, and policy-making. It offers a clear and detailed
understanding of the intricate connections between destination image, satisfaction, and loyalty to
the destination.

Table 1: Perception of Tourists on Destination Image as Assessed in Terms of: Accommodation,

Accessibility, Activities, Amenities, and Attractions
Variables SD Mean Interpretation
Accommodation 0.35 3.63 Very Good
Accessibility 0.48 3.32 Very Good
Activities 0.42 3.50 Very Good
Amenities 0.37 3.53 Very Good
Attractions 0.31 3.75 Very Good
As a whole 0.26 3.53 Very Good

The study results indicate that the overall destination image of the surveyed tourist spot is
very good, with an overall score of M=3.53, SD=0.26. This mean value suggests that, on average,
tourists have a favorable perception of the destination across the five dimensions assessed. A
mean rating above 3.5 is considered very good, indicating that the destination has successfully
portrayed itself positively regarding accommodation, accessibility, activities, amenities, and
attractions. Furthermore, the overall low standard deviation indicates a relatively low level of
variability or dispersion in the individual ratings. This means there is a very good agreement
among tourists regarding the destination image. The survey results reveal an overwhelmingly
excellent perception of the destination among tourists, with mean scores ranging from M=3.32,
SD = 0.48, which is the sub-variable accessibility, to M = 3.75, SD = 0.31, which is the sub-
variable attraction, categorizing the destination image as very good. These findings highlight the
significance of maintaining and improving the favorable features of accommodation, attractions,
amenities, activities, and accessibility for destination management. Knowing that tourists already
perceive these features nicely offers a chance to highlight and capitalize on these advantages in
marketing campaigns, which could draw in new business and encourage return visits.
.
The study's findings support the claims made by Wang et al. (2019) that destination
image—which consists of both cognitive and emotional elements—strongly influences tourists'
choice of destination. The study also emphasizes how important it is for travelers to believe that a
destination's natural scenery, accessibility, facilities, and food all contribute to its perceived
image. Consistent ratings show that the location has lived up to the expectations of tourists and
established a recognizable, sustainable brand. It is positive for destination management to see that
the area has effectively established a favorable and consistent image across several dimensions,
according to the data. The favorable perceptions that tourists share may boost satisfaction and
loyalty.

6
 Tourists are influenced by several factors when selecting a travel destination, and one of
the most important ones is the destination's image, according to Chaulagain et al. (2019). The
destination's image plays a crucial role in tourists' decision-making, as it reflects the overall
impression of the place. Factors such as accommodation, accessibility, activities, amenities, and
attractions are all taken into account when choosing where to go. As the number of tourists who
feel compelled to visit increases, the importance of the destination's image reflecting its attributes
also increases (Harrill et al., 2023). The destination's image significantly influences tourists'
expectations of how well it can meet their needs, and thus plays a critical role in creating
attractive features and enhancing the likelihood that tourists will have a positive and fulfilling
experience.
According to Foroudi et al. (2018), in the tourist sector, a destination's distinctive image
might be an advantage over competitors. In simpler terms, a well-known location that has gained
favor with potential tourists is more likely to stand out and draw more travelers. Both a significant
presence in the tourist sector and a positive image of the location can provide a competitive edge,
as tourists are more inclined to choose a destination that they are familiar with and perceive as
having a highly favorable image.

Table 2: Perceived Level of Tourist Satisfaction in Terms of: Intangibility, Heterogeneity,

Inseparability, and Perishability
Variables SD Mean Interpretation
Intangibility 0.35 3.45 Very High

Heterogeneity 0.47 3.37 Very High

Inseparability 0.40 3.41 Very High

Perishability 0.43 3.46 Very High

As a whole 0.31 3.43 Very High

Based on the results on the perceived level of satisfaction in terms of the given sub-
variables of intangibility, heterogeneity, inseparability, and perishability, along with an overall
result of M=3.43, SD=0.31, the overall interpretation suggests a very high level of satisfaction
within the context of these sub-variables. This suggests that customers perceive the intangibility,
heterogeneity, inseparability, and perishability aspects of the services to be well-managed and can
provide tourists with services with very high satisfaction.

The findings suggest that tourists have a very high level of satisfaction with aspects like
intangibility, heterogeneity, inseparability, and perishability in the services they receive. The
ratings show that these specific parts of the service are handled well, and they meet or even go
beyond what customers expect. This high satisfaction is vital for making the destination and
service providers more competitive, bringing in financial gains, and creating new business
opportunities. Given the speed at which technology is developing and how consumer behavior is
shifting, this knowledge is even more crucial today (Ho, 2023).

According to the research done by Boro (2022), visitor satisfaction may be linked to the
idea of the destination's service quality, which suggests the overall quality of the tourism offered
at a certain location. When a tourist site's whole offering meets the needs and expectations of its
tourists, it is said to be of high quality. A destination is considered to have quality when its
tourism service aligns with the demands and expectations of visitors, ultimately fulfilling their
needs and desires. When tourists perceive the service quality to be very high, it enhances their
overall satisfaction with their visit to the destination.

7
 In a different study by Wardi et al. (2018), it was found that tourist satisfaction has a
positive and meaningful influence on tourist loyalty. In simpler terms, when tourists are happy
with their experience, it makes them more likely to stay loyal and come back in the future. This is
because satisfied tourists tend to recommend or provide positive feedback about their tours. The
analysis also shows that the dimensions of intangibility, heterogeneity, inseparability, and
perishability contribute significantly to the high level of satisfaction. These factors are essential in
making the travel experience positive.

Table 3: Level of Destination Loyalty in Terms of Value and Quality

Variables SD Mean Interpretation

Value 0.41 3.52 Very High

Quality 0.46 3.45 Very High

As a whole 0.35 3.49 Very High

The overall findings of the study indicate a very high level of destination loyalty, with the
sub-variables of value and quality playing a significant role. The rating for destination loyalty
reflects a strong attachment and commitment to the destination, with a mean of M = 3.49 and a
standard deviation of SD = 0.35. This indicates a very high chance of people returning to the
destination and recommending it positively. The low standard deviation suggests that the ratings
for destination loyalty are consistent and closely grouped around the mean, showing a very high
level of agreement among customers regarding their loyalty. This signifies a very high level of
agreement among customers regarding their loyalty to the destination. The study reveals a very
high level of destination loyalty among tourists, particularly in terms of perceived value (M =
3.52, SD = 0.41) and quality (M = 3.45, SD = 0.46). Both aspects are categorized as Very High
Destination Loyalty, highlighting tourists' strong and positive commitment to the destination. The
outcome suggests that customers have a solid attachment to the destination, find it valuable, and
generally have positive experiences. However, there might be some potential for improvement in
terms of quality. These results are consistent with existing literature that underscores the crucial
role of perceived value and quality in influencing destination loyalty.

According to Bride (2018), tourists' loyalty is intricately tied to their perceptions of a

destination's value and quality. The study's focus on these dimensions reflects a contemporary
understanding of the multifaceted nature of loyalty and the nuanced factors influencing tourists'
commitment to a destination. The study's results emphasize the very high level of destination
loyalty in terms of value and quality and provide valuable insights for the resort's management on
managing and enhancing these crucial dimensions strategically. The literature supports the
significance of these findings, underlining the influential role of perceived value and quality in
shaping overall destination loyalty.

Numerous researchers have examined the elements that lead to tourist loyalty, which is an
important indicator of a number of outcomes associated with travel-related activities (Awatara et
al., 2020). Cossio et al. (2019) claim that visitors' perceptions of a place can affect their loyalty-
related behaviors, such as their propensity to suggest and return.

Referred to as destination loyalty, repeat business from tourists is essential to the

development and sustainability of a location in the tourism industry (Seetanah et al., 2020). In
order to cultivate tourist loyalty, a destination ought to endeavor to surpass their anticipations by
offering distinctive experiences and esteeming their opinions (Al-Ansi et al., 2019).

8
Table 4: Relationship Between Destination Image and Satisfaction as Perceived by the
Customers
Correlates R Interpretation
Destination Image and
Tourist Satisfaction 0.622 Strong Positive Relationship

The analysis uncovers a robust positive relationship (R = 0.622) between tourists'

perceptions of destination image and their levels of satisfaction. The analysis demonstrates that a
positive destination image is strongly correlated with higher levels of tourist satisfaction. By
recognizing and leveraging this relationship, destination management can strategically invest in
activities that enhance the destination image, leading to increased satisfaction among tourists and
potential long-term benefits for the destination.

Additional studies, such as Chia et al. (2021), have provided further insights into the
dimensions of destination image and their impact on tourist satisfaction. Understanding this solid
positive relationship between destination image and satisfaction is crucial for destination
management. It implies that efforts to improve and maintain a positive destination image directly
contribute to heightened levels of visitor satisfaction. The strong positive relationship observed
between destination image and satisfaction carries significant implications for destination
management, emphasizing the interdependence of these constructs. Activities aimed at enhancing
the destination image are likely to result in increased visitor satisfaction, highlighting the
importance of investments in marketing, infrastructure, and the overall destination experience.

Following the findings of Kusdibyo (2021), having a positive opinion of a destination

significantly impacts tourist satisfaction. This study supports previous theories, emphasizing the
need to manage and promote a favorable image of a destination to enhance tourist satisfaction
levels. This corroborates previous research, stressing the crucial role of fostering a positive
destination image for an overall improvement in tourist satisfaction. Armed with this knowledge,
those overseeing the destination can make well-informed decisions and implement strategic
measures to create and sustain a positive perception of their destination.

Several studies, including Huete-Alcocer and Ruiz (2019), confirm that the overall image
of a destination significantly affects tourists' satisfaction. The findings of this study align with
these related studies, pointing to a strong positive relationship between a destination's image and
tourist satisfaction. The empirical evidence provided reinforces the idea that a positive destination
image catalyzes heightened satisfaction, ultimately shaping tourists' overall perceptions and
experiences.

Table 5: Relationship Between Destination Image and Destination Loyalty as Perceived by the
Customers
Correlates R Interpretation
Destination Image and
Destination Loyalty 0.603 Strong Positive Relationship

9
 The analysis shows a strong positive relationship (R = 0.603) between how tourists see the
destination and their loyalty to it. This robust correlation suggests that visitor loyalty increases in
line with an improvement in the destination's positive image. It emphasizes how crucial it is to
keep and improve an excellent destination image to promote tourist loyalty. The robust positive
correlation between destination loyalty and destination image highlights how these aspects are
intertwined. Enhancing the location's reputation should be the top priority for destination
management strategies since it may greatly boost destination loyalty.

According to Dwivedi et al. (2021), tourist's loyalty is dependent upon their positive
assessment of the destination that they are visiting. The study emphasizes the significance of
managing and maintaining a positive destination image to build persistent loyalty among tourists
and offers empirical data to support this theoretical underlying. The study's conclusions
demonstrate a significant and favorable relationship between destination image and loyalty. These
results underline the need to foster a favorable destination image to establish and preserve long-
term tourist' loyalty.

Positive perceptions of the destination and high levels of satisfaction among tourists may
contribute to the establishment of positive intentions toward future visits (De Los Reyes & Dael,
2023). These findings are supported by other relevant studies. These goals may therefore raise the
possibility of returning there, which may ultimately lead to a rise in destination loyalty.

Conclusion

In the context of destination image, the study reveals that the overall destination image of
the surveyed tourist spot is very good. The results suggest that tourists have a favorable
perception of the destination across various dimensions, such as accommodation, accessibility,
activities, amenities, and attractions. The ratings' constancy contributes to the destination's image.
Furthermore, the tourist satisfaction scores show very high degree of satisfaction, indicating that
the destination has effectively fulfilled or beyond their expectations. The findings imply that
tourists perceive the service quality of the destination, considering factors such as intangibility,
heterogeneity, inseparability, and perishability, with a very high level of satisfaction. This very
high level of satisfaction reflects the destination's dedication to delivering a quality service
experience.

Additionally, the study findings reveal a very high level of destination loyalty among
tourists, with value and quality playing significant roles. The results highlight the importance of
perceived value and quality in shaping destination loyalty. The average rating for destination
loyalty reflects a positive attitude and strong dedication to the destination. It suggests that
customers are highly likely to visit again and share positive recommendations about the place.

In conclusion, the evidence strongly supports the idea that tourists' perception of the
destination image significantly influences satisfaction and destination loyalty. The analysis
unveils a robust positive correlation between the destination image and these crucial factors.
These findings emphasize the importance of prioritizing efforts to shape a positive destination
image, as it directly impacts overall satisfaction and long-term loyalty among tourists.

Recommendations
As awareness grows within the tourism industry about the necessity for accessibility and
inclusivity in travel experiences, innovative solutions emerge that make it easier for everyone to
enjoy a holiday destination. Management at the beach resort should think about adding user-
friendly signage to make it easier for visitors to navigate the property and increase accessibility.
The signage must be directional and informative enough to help visitors easily locate places.
Their website ought to provide information on accessible parking, public transportation routes,
10
and what to do when guests arrive. To ensure physical barriers do not hamper accessibility within
their infrastructure facilities, they should avoid creating such obstacles altogether. Additionally, it
is essential to emphasize designing accessible locations that cater to physically challenged
individuals and other tourists visiting the resort area. This aims to improve the physical
accessibility of public transportation routes so that people of all ages may board and exit the
vehicles safely.

Management should implement strategies that cater to tourists' needs by providing high-
quality products and services best suited for them to improve satisfaction. Firstly, they must
leverage their location when designing tours. Providing exceptional customer experiences is vital
for first-time travelers exploring new destinations. Furthermore, information about the
establishment's offerings should be readily available on websites with easy navigation tools. The
staff must embody a welcoming demeanor and possess excellent training skills, as they play a
crucial role in delivering good customer service. Their presence instills confidence among visitors
that their tourist destination caters to everyone's needs, regardless of any differences or limitations
one may face while traveling. Tourism is unique because it provides a distinct reality from its
methodology; therefore, it requires specific attention to detail when catering to audiences seeking
different experiences during their travels.
Fostering destination loyalty involves providing excellent value through competitive
pricing and loyalty programs. Management must consider the following recommendations:
Firstly, it is imperative to understand customer needs and wants so they can appreciate the value
of the destination services in terms of time, effort, and money spent while feeling valued.
Secondly, building trust with guests by encouraging them to leave reviews (positive or negative)
about your business will help improve your ability to meet their needs effectively. The
management may also improve service delivery by implementing quality assurance protocols,
using technology to customize visitor experiences, and providing staff training. Additionally, pay
close attention, hear out any complaints from visitors, and provide solutions to compensate for
any shortfalls they may have encountered. Finally, but just as importantly, treat each visitor like a
friend; this strategy encourages customer loyalty in any location. Long after the cost has been
forgotten, the excellence of the encounter will remain unforgettable.

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APPENDICES

Appendix A. Criteria for the Validation of Instrument

15
Appendix B. Summary Result of the Validation

Appendix C. Respondent's Consent

16
Appendix D. Survey Questionnaire

17
PART 1: Destination Image
General Instructions: Please provide accurate and honest answers to the questions. The responses you
submit and those from other respondents will be combined. You may be confident that every piece of
information will be handled with the highest discretion and used to inform a well-planned strategy.
Select the check boxes that correspond to the destination image questions. Refer to your response
based on the rating scale and its rating description.

Rating Scale Descriptive Rating

4 Very Good Destination Image
3 Good Destination Image
2 Poor Destination Image
1 Very Poor Destination Image

5A’s of Tourism 4 3 2 1
Accommodation VG G P VP
1. Hotel rooms’ cleanliness and condition. [3]
Kalinisan at kondisyon ng mga kwarto sa hotel.
2. Appearance of the hotel rooms. [3]
Hitsura ng mga kwarto sa hotel.
3. Accommodation is adequate for tourists. [3]
Ang mga tuluyan ay sapat para sa mga turista.
4. Hospitality of the hotel staffs. [2]
Ospitalidad ng mga tauhan sa hotel.
5. Quality of the accommodation. [1]
Kalidad ng mga tuluyan.
Accessibility VG G P VP
1. Proximity of the location of the beach resort. [4]
Lapit ng lokasyon ng beach resort.
2. Transport options available can easily reach the beach resort.
[4]
Mga libreng pagpipiliang transportastyon na madaling
makakarating sa beach resort.
3. Location of the beach resort is safe and secure for the
travelers. [4]
Ligtas para sa mga turista ang lokasyon ng beach resort.
4. Access for reservation. [3]
Pagkakaroon ng access sa pagre-reserba.
5. Speed of check-in process. [3]
Bilis ng proseso ng pag check-in.
6. Speed of check-out process [3]
Bilis ng proseso ng pag check-out.
Activities VG G P VP
1. Water activities offered by the beach resort. [4]
Mga aktibidad sa tubig na inaalok ng beach resort.
2. Well-organized activities. [4]
Maayos na pagkakaorganisa ng mga aktibidad.
3. Beach resort’s activities are suitable for all ages. [4]
Mga aktibidad na inaalok ng beach resort ay angkop sa lahat ng
edad.
4. Activities are exciting. [4]
Ang mga aktibidad ay nakaka-excite.
5. Activities are good for relaxation. [4]
18
 Ang mga aktibidad ay mabuti sa pagpapahinga.
Amenities VG G P VP
1. Amenities needed and expected are provided. [2]
Mga kagamitan o pasilidad na kailangan at inaasahan ay inaalok.

2. Wi-Fi and other technology-related services are accessible. [6]

Ang Wi-Fi at ibang serbisyo na may kinalaman sa teknolohiya ay
maa-access.
3. Pool facility of the beach resort. [3]
Pasilidad ng pool sa beach resort.
4. Beach facility of the beach resort. [3]
Pasilidad ng beach sa beach resort.
5. Hotel amenities are easily accessible and convenient to use. [2]
Mga kagamitan o pasilidad sa hotel ay madaling ma-access at
gamitin.
6. Overall physical condition of the rooms. [6]
Kabuoang kondisyon ng mga kwarto.
7. Overall physical condition of the furnishings. [6]
Kabuoang kondisyon ng mga kasangkapan.
Attractions VG G P VP
1. Natural beauty of the place. [4]
Likas na kagandahan ng lugar.
2. Quality of the scenery of the beach resort. [4]
Kalidad ng tanawin ng beach resort.
3. Aesthetics of the beach resort’s architecture and design. [3]
Kagandahan ng arkitektura at disenyo ng beach resort.
4. Appearance of the view from the room at the beach resort. [4]
Hitsura ng tanawin mula sa kwarto ng beach resort.
5. Attractiveness of the amenities of the beach resort. [2]
Kagandahan ng mga kagamitan o pasilidad ng beach resort.

PART 2: Satisfaction
General Instructions: Please provide accurate and honest answers to the questions. The responses you
submit and those from other respondents will be combined. You may be confident that every piece of
information will be handled with the highest discretion and used to inform a well-planned strategy.
Select the check boxes that correspond to the destination image questions. Refer to your response
based on the rating scale and its rating description.
Rating Scale Descriptive Rating
4 Very High Satisfaction
3 High Satisfaction
2 Low Satisfaction
1 Very Low Satisfaction

Characteristics of Service 4 3 2 1
Intangibility VH H L VL
1. Easy booking of accommodations for its tourists. [2]
Madaling pagbo-book ng tuluyan para sa mga turista.
2. Tourists’ experiences during their stay. [7]
Karanasan ng mga turista sa kanilang pananatili.
3. Complimentary services offered to tourists. [7]
Libreng serbisyo na inaalik sa mga turista.
4. Leisure activities offered.
Nakakalibang na aktibidad na inaalok.
19
5. Professional courteous attitude of the staffs. [2]
Propesyonal na magalang na ugali ng mga tauhan.
6. Service quality of the destination.
Kalidad ng serbisyo ng destinasyon.
7. Quality of customer service representative. [3]’
Kalidad ng kinatawan ng serbisyo para sa mga customer.
Heterogeneity VH H L VL
1. Offers variety of accommodation services that cater to
different preferences during tourist’s vacation. [4]
Nag aalok ng iba’t-ibang serbisyo na tumutugon sa
pangangailangan ng iba’t-ibang pananaw sa oras ng bakasyon ng
turista.
2. Exclusive access to the services that the destination offers.
Eksklusibong access sa mga serbisyo na inaalok ng destinasyon.
3. Level of services varied between different areas of the resort
(e.g. restaurant, fron desk). [4]
Naiiba ang lebel ng serbisyo sa iba’t-ibang lugar ng resort (e.g.
restawran, front desk)
4. Various activities offered that are suitable for all ages. [4]
Iba’t-ibang aktibidad na inaalok ay angkop sa lahat ng edad.
5. Availability of a variety of services. [4]
Pagkakaroon ng iba’t-ibang serbisyo.
Inseparability VH H L VL
1. Services offered by the staff are personalized and tailored to
the guest’s needs.
Ang mga serbisyo na inaalok ng mga tauhan ay naka-personal na
inangkop sa mga pangangailangan ng mga bisita.
2. Communication and clarity of information provided by the
staff. [2]
Komunikasyon at malinaw na impormasyon na ibinahagi ng mga
tauhan.
3. Adequacy of tools like software and resources of staffs to
effectively provide tourists with satisfactory services. [3]
Sapat na kagamitan tulad ng software at mga mapagkukunan ng
mga tauhan upang makapagbigay ng kasiya-siyang serbisyo sa mga
turista.
4. Responsiveness to the needs of the tourists. [2]
Kakayahang tumugon sa mga pangangailangan ng mga turista.
5. Staff effectively resolved any issues or concerns of the
guests during their stay. [2]
Madaling nareresolba ng mga tauhan ang mga isyu at alalahanin ng
mga bisita sa kanilang pananatili.

Perishability VH H L VL
1. Reservation for an exclusive access to the destination.
Pagpapareserba ng eksklusibong access sa destinasyon.
2. Room reservation. [2]
Pagpapareserba ng kwarto.
3. Pricing of the products or services varied based on demand
or seasonal factors. [7]
Presyo ng mga produkto at serbisyo iba-iba batay sa demand o
seasonal na mga salik.
4. Food offered by the beach resort. [7]
Mga pagkaing inaalok ng beach resort.
5. Availability of public transportation to travel towards the
destination.
Pagkakaroon ng pampublikong transportasyon upang makapunta
20
 papunta sa destinasyon.

PART 3: Destination Loyalty

General Instructions: Please provide accurate and honest answers to the questions. The responses you
submit and those from other respondents will be combined. You may be confident that every piece of
information will be handled with the highest discretion and used to inform a well-planned strategy.
Select the check boxes that correspond to the destination image questions. Refer to your response
based on the rating scale and its rating description.
Rating Scale Descriptive Rating
4 Very High Destination Loyalty
3 High Destination Loyalty
2 Low Destination Loyalty
1 Very Low Destination Loyalty
4 3 2 1
Value VH H L VL
1. The price was justified by the overall experience. [7]
Ang presyo ay nabigyang-katwiran ng kabuoang karanasan.
2. Reasonable price for the services provided at the resort.
Makatwirang presyo ng mga serbisyong inaalok ng resort.
3. The amenities provided at the resort were of high quality in
relation to the price paid.
Dekalidad na kagamitan o pasilidad na inalok ng resort kaugnay sa
presyong binayaran.
4. Promotions and offers during tourist's stay are valuable and
enhance tourist's experience. [5]
Ang promosyon at mga alok sa panahon ng pamamalagi ng turista
ay mahalaga at nakadagdag sa karanasan ng turista
5. The unexpected costs or fees during tourist's stay were
minimal and did not significantly impact the perception of value. [3]
Ang mga hindi inaasahang gasto o bayarin sa panahon ng
pamamalagi ng turista ay kaunti lamang at hindi gaanong
nakaapekto sa pananaw ng halaga.
Quality VH H L VL
1. Quality of the food and beverages offered by the beach
resort. [7]
Kalidad ng pagkain at mga inumin na inaalok ng beach resort.
2. Quality of the pool area and its associated services (e.g.
chairs, towels, shower). [3]
Kalidad ng pool area at mga nauugnay na serbisyo (e.g. mga upuan,
tuwalya, paliguan).
3. The cost of accommodations at Casa Nostra is a good worth
of quality.
Halaga ng tuluyan sa Casa Nostra ay magandang halaga ng
kalidad.
4. Quality of the activities offered by the beach resort. [4]
Kalidad ng mga aktibidad na inaalok ng beach resort.
5. Quality of the beachfront. [3]
Kalidad ng tabing-dagat.

21
Appendix E. Letter to the College Administrator/Agency

22
Appendix F. Grammarly and Plagiarism Certificate

23
24
RESEARCHER’S PROFILE

Name: Louise Marie A. Chavez

Age: 21
Sex: Female
Email Address: chavezmaui333@gmail.com
Home Address: Brgy. Rizal, Escalante City, Negros
Occidental
Contact Number: 09656645454

Name: Nichole Kay D. Corro

Age: 21
Sex: Female
Email Address: nicholekayc@gmail.com
Home Address: Brgy. Daga Cadiz City, Negros Occidental
Contact Number: 09164762564

Name: April A. Mahilum

Age: 21
Sex: Female
Email Address: aprilmahilum21@gmail.com
Home Address: Brgy. Suba, Calatrava, Negros Occidental
Contact Number: 09957261909

Name: Joyce F. Malimbag

Age: 22
Sex: Female
Email Address: joycemalimbag3@gmail.com
Home Address: Brgy. General Luna, Sagay City, Negros
Occidental
Contact Number: 09506384392

Name: Marialuna Sante

Age: 22
Sex: Female
Email Address: santemarialuna5@gmail.com
Home Address: Brgy. Buenavista, Escalante City, Negros
Occidental
Contact Number: 09770464053

Name: Sarah Michelle P. Magbanua

25
 Age: 22
Sex: Female
Email Address: smsarahmichellemagbanua7@gmail.com
Home Address: Poblacion 2, Sagay City, Negros Occidental
Contact Number: 09666647284

Name: Richan O. Canoy

Age: 22
Sex: Male
Email Address: richancanoy011@gmail.com
Home Address: Prk. Santa Cruz, Toboso, Negros
Occidental
Contact Number: 09165727894

Research Adviser

Name: Rose Ann Villarias

Age: 35
Sex: Female
Email Address: villariasroseann88@gmail.com
Home Address: Brgy. Cadiz Viejo, Cadiz City,
Negros Occidental
Contact Number: 09157363234

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