UNIVERSITY OF CAGAYAN VALLEY

COLLEGE OF HOSPITALITY MANAGEMENT

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Chapter 1

THE PROBLEM AND ITS BACKROUND

Introduction

The success of every resort depends on how satisfied

their guest gets on the quality of the product and services

that the resort provided. For a newly established resort,

guests must always be the business priority then second is

the profit.

A Resort that provides quality service and product to

satisfy the needs of their guests are mostly the ones who

will succeed. Resorts nowadays are likely to be familiar

how the industry today works which that the key for the

business to succeed is to satisfy the guests.

In general, the guests are people who patronize or buy

the goods and the services of businesses that meet the

wants and needs of the guest. Guests buy the certain

product or purchases a service that they think are worth

their money. Therefore, the Resorts should level their

pricing to the product quality that can Journal of Tourism

and Hospitality Research, Vol. 17, No. 1, 2020 72 ISSN

2094-1358 attract guests and leads to their loyalty to the

resort.
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The resorts should always give their best in providing

quality service to their guests that they deserve (Khadka &

Maharjan,2017). Avoid citations in the first 2 pages

When guests are loyal to the business, the business

will surely be successful. A guest’s loyalty is very

important when it comes to beach resorts. And in order to

gain guest loyalty a beach resort should always prioritize

giving the best service to its guest that will satisfy

them. Giving quality products in an affordable price and

providing excellent service is one way to gain guest

loyalty.

Another way to encourage the guests to visit again or

purchase again is that the beach resorts should provide

loyalty cards, rewards, free merchandise and coupons

because a satisfied guest have a big chance that they will

come back to repurchase. Guest loyalty can also help the

beach resorts to save money in advertising because it is

much cheaper to retain old guests that to attract new ones.

Also, guests who experienced a good or better service in a

resort have a chance to spread their happiness by telling

other people, and that’s advertising through the word of

mouth (Customer loyalty in business, 2018). In the resorts

of Uma farm resort, guest satisfaction is their priority.

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Uma farm resort have mini zoo (Tuguegarao city) that can

attract guest making them popular to the tourists.

There are several resorts in Tuguegarao that offer

quality service to people: Meynard’s resort, Radlette

resort, Sitio alto resort, Chatue Leonor resort, Carmelita

hotel and resort, Uma farm resort, TGE resort, valley hotel

and resort, rang-ay Eco adventure and resort, four diamond

resort.

These are the top 10 most visited resorts in Tuguegarao

city based on the data provided by the Department of

Tourism. The researchers wish to determine the factors on

what are the things that the resort should improve to

retain their guests since Uma farm resort is one of the

famous tourist destinations in Tuguegarao especially when

it comes to mini zoo. The researchers would also like to

know why some or most of the tourists in Tuguegarao city

still return or revisit the place despite the not fact that

it is too far, and the place is not easily accessible. The

researchers conducted the study in order to know and

identify the factors that’s keeping the guests from

returning or repurchasing to the resorts in Tuguegarao city

even if there are reasons for them not to return.

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Particularly for resorts that aim to provide an exceptional

and memorable experience for their patrons. Understanding

the level of guest satisfaction is crucial for resorts to

maintain a competitive edge and build a loyal customer

base. This study seeks to evaluate the level of guest

satisfaction among various resorts, focusing on factors

such as accommodations, amenities, customer service, dining

experiences, and overall guest experience. By gaining

insights into guest satisfaction, resorts can identify

strengths and areas for improvement, ultimately enhancing

the overall quality of service and ensuring that guests

have a positive and fulfilling experience during their

stay.

This research will contribute to a better understanding

of the importance of guest satisfaction in the resort

industry and provide valuable information for resorts to

tailor their offerings to meet the expectations and

preferences of their guests.

Every resort's ability to succeed is based on how happy

its customers are with the caliber of the goods and

services offered by the resort. As a recently opened

resort, visitors must always be profit comes in second on

the list of company priorities. A resort that offers top-

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notch goods and services to those that successfully meet

the demands of their visitors will most likely succeed.

Today's resorts are probably going to understand how the

current industry operates and that meeting customer needs

is essential to a business's success visitors.

Generally speaking, the visitors are those who use the

products and services offered by companies that satisfy the

visitor's demands and desires. Customers acquire a certain

good or service because they believe are worthy of their

cash. As a result, resorts ought to set their prices in

line with the caliber of their offerings in order to draw

customers and foster resort loyalty. The resorts ought to

constantly offer their finest in giving its visitors the

superior treatment they deserve.

A resort is a place with a lot of special amenities for

rest, relaxation, and entertainment. Resorts are designed

to attract a wide range of vacationers and encourage

tourism. It might be a location, a community, or a business

that is owned and operated by anyone who fits certain

criteria. When it comes to hotels or resorts, guests that

choose to stay at one hotel or resort over another are

termed loyal. preferring a certain hotel or resort brand

over others. Calculating a guest's lifetime worth to the

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hotel/resort or brand is a part of assessing how far to go

to earn their loyalty.

Valuing guest loyalty through services provided by the

owner aside from the resort's location is maintaining

quality and developing more through innovation and

advancement of technology, which will aid a marketing

strategy to encourage more people to visit the site, which

is not just fiction but reality.

Tourist experiences are so devoured not just while on

vacation, but also subsequently by recreating them as

stories which allow the tourist to make sense of the events

he witnessed.

Furthermore timeliness expectations dafter depend on the

kind of complaint (reservations. Accommodations billing and

service) allowing for better management of timeliness

difficulties when resolving the use of cellphones in the

tourism sector is a relatively new phenomenon. Past

researches have validated the importance of customer

satisfaction, service quality and value as prerequisites of

customer loyalty.

Please arrange well the organization of your intro.

The goal and significance must be in the last page

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Conceptual Framework

This research will contribute to a better understanding

of the importance of guest satisfaction in the resort

industry and provide valuable information for resorts to

tailor their offerings to meet the expectations and

preferences of their guests.

Revise your paradigm! Refer to the samples I gave you!

Input Process Output

1. Profile of the
INPUT PROCESS OUTPUT
respondents in
terms of;
o Age
o Gender
o Highest
Educational
Attainment
2. Resort Type
o All-inclusive resorts Levels of guest
Costumer’s
o family resorts satisfaction
satisfaction
among
o adventure resorts among resorts in
Resorts in
o pet friendly resorts Tuguegarao city
Tuguegarao city
o beach resorts
3. resort Theme
o Island resorts
o Heritage resort
o Wellness resort
o Backwater resort
o Floating resort
4. Resort Amenities
o Wi-Fi
o Parking
o Bar
o Spa

Feedback
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Figure 1 the Research Paradigm showing the relationship of

variable of the study.

The input part contains the profile variables of the

resort in terms of resort type, resort theme, resort

amenities. Offered by the resorts in Tuguegarao city.

The list can never be ended but as a general one, guests

expect their resort to be clean, comfortable and inviting.

They want to feel like they are being taken care of and

their needs will be met by the resort. They also expect

excellent customer service, from the employees.

There are different kinds of resort such as in the study of

The Tuguegarao Department of Tourism defines resort as any

place or places with pleasant environment and atmosphere

conducive to comfort. Healthful relaxation and rest,

offering food, sleeping accommodation and recreational

facilities to the public for a fee or remuneration. It also

categorized the resorts as beach resort for those located

along the seashore, inland resort for those located within

the town proper or city, island resort for those located in

natural or man-made island within the internal waters of

Philippine Archipelago, lakeside or riverside resort for

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those located along or near the bank of a lake or river,

mountain resort for those located at or near a mountain or

hill, and theme parks. It also has different accreditation

ratings based on the location and environment, parking (if

applicable), facilities and room accommodation, public

washrooms. Sports and recreational facilities.

Convention/conference facilities and employee facilities.

The resorts can be classified as Class A and Special

Revise this

Statement of the Problem

This study aims to assess the level of guests’

satisfaction among resorts in Tuguegarao city Specifically,

it seek to answer the following questions:

1. What is the profile variables of the respondents in terms

of:
1.1. Age
1.2. Gender
1.3. Highest Educational Attainment

2. What is the type of resorts in terms of?

2.1. All-inclusive resorts

2.2family resorts

2.4 beach resorts

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2.5 pet friendly resorts

2.6 beach resort

Remove number 2 question

3. What are the resort amenities?

3.1 Wi-Fi

3.2 Parking

3.3 Bar

3.4 Spa

3.5 Swimming pool

4. What is the level of guest satisfaction among resorts in

Tuguegarao City?

There must be dimensions such as accommodation, food and

beverage, water sports rental and tours

5. Is there a significant difference on the level of guest

satisfaction among respondents on resorts when grouped

according to profile variables?

Hypothesis

This study will be guided by the lone hypothesis

that there is no significant difference on the level of

guest satisfaction among respondents on resorts when

grouped according to profile variables.

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Significance of the Study

This study will assess the level of guest satisfaction

among Tuguegarao city. The result of the study is

beneficial to the following:

Resorts staff. This study may help the guest/customer to

improve their knowledge about the costumer’s satisfaction.

Resorts. This study may assist in developing

of resort visitor and provides insight

into the importance of resort amenities.

Researchers. The result of the study may serve as guide

and reference material to help researchers develop and

improve their research related to this study.

Future Researchers. This study may help to fill a gap in

the existing literature, or it may provide new insights

into a particular topic.

Include customers also/ guests

Scope and Delimitation

This study focuses on the assessing the level of guest

satisfaction among Tuguegarao city. The study finite on the

resorts in Tuguegarao City, specifically the resorts

accredited by the Department of Tourism. The respondents of

the study are from the resort; moreover, the respondents

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comprised of ten (10) resorts in the accumulation of data

since there are more than ten (10) resorts in Tuguegarao

City that the Department of Tourism was accredited.

The study variables limit the respondents' assessment

of the dated sales rate and safety protocols provided in

terms of the sales rate of the resort included in the

research.

The study will use a descriptive-comparative research

design. The data gathered will be derived from the result

of the survey questionnaire patterned by the researchers.

Definition of Terms

The following terms are contextually and operationally

defined for understanding:

Resort Booking rate. It refers to the total booking

rate of the resort in a specific span of time.

Resort Sales rate. This denotes the percentage or

numbers of sales within the resort in a specific span of

time.

Occupancy. This refers to the stay of the guest at the

resort.

Safety Protocols. This refers to the procedures

guiding guests for their safety.

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Define also the concept of resorts and all the

dimensions
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Chapter 2

REVIEW OF RELATED LITERATURE AND RELATED STUDIES

This chapter presents the foreign and local works of

literature and studies that could further enrich the

background of the study.

Related Literature

Please consider sub-topics to discuss (at least 5) and

each topic should be supported by 3 to 5 reviews

Mones, J., & Borbon, N. M. D. biodiversity The younger

generation tend to explore the environment because they are

still young and physically fit to explore the water-based

activities. According to Im (2018), young people or now

already known as millennials would prefer to spend money to

travel and visit nature tourism because of their

insufficient exposure to nature. They are starting to

engage to natural environment since they were unable to do

so when they were still young due to being exposed to

digital technology. More and more attractions are utilizing

natural environment to assure that the young travelers will

be able to enjoy the nature such as beaches and equestrian.

A resort is a place with a lot of special amenities for

rest, relaxation, and entertainment. Resorts are designed

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to attract a wide range of vacationers and encourage

tourism. It might be a location, a community, or a business

that is owned and operated by anyone who fits certain

criteria. When it comes to hotels or resorts, guests that

choose to stay at one hotel or resort over another are

termed loyal. Preferring a certain hotel or resort brand

over others. Calculating a guest's lifetime worth to the

hotel/resort or brand is a part of assessing how far to go

to earn their loyalty. Valuing guest loyalty through

services provided by the owner aside from the resort's

location is maintaining quality and developing more through

innovation and advancement of technology, which will aid a

marketing strategy to encourage more people to visit the

site, which is not just fiction but reality. Tourist

experiences are so devoured not just while on vacation, but

also subsequently by recreating them as stories, which

allows the tourist to make sense of the events he witnessed

(Carringan et al., 2017). Furthermore, timeliness

expectations differ depending on the kind of complaint

(reservations, accommodations, billing, and service),

allowing for better management of timeliness difficulties

when resolving complaints (Istanbulluoglu, 2017).

According to Wang et al. (2017) the use of cellphones in

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the tourism sector is a relatively new phenomenon. Past

researches have validated the importance of customer

satisfaction, service quality and value as prerequisites of

customer loyalty formation (Mohammed et al., 2015).

According to Godovykh, and Tasci (2020), there is a

range of attitudes by which tourist behavior and end

satisfaction can be impacted and determined in the general

marketing literature review. According to Wu, (2016),

emotional assessments of a product or destination are

considered attitudes toward a product or destination since

they are linked in the consumer's mind to affective

connections such as positive, neutral, or negative

sentiments. Furthermore, while studies have looked into

people's perceptions of climate change and its relevance to

tourism, they have mostly focused on people in wealthy

countries. Following economic progress, much future tourism

growth will come from developing countries, often in areas

where climate change will be felt severely. Prior study

into the elements that matter to resort visitors has tended

to focus on a certain resort setting or market segment,

which has resulted in a bias toward that setting or

segment. factors relating to an activity While this

emphasis on activity-related features is beneficial, it has

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hampered our knowledge of the relevance of the nonactivity,

hospitality-based elements found in all resort types. The

goal of this study is to fill a vacuum in the research

literature by gaining a deeper knowledge of the value of

these conventional hospitality aspects to resort customers.

Three underlying variables are discovered using survey data

acquired from a sample of recent resort guests.

The majority of the respondents on this study are in the

middle ages bracket *18-26 with an average of 36.5 percent,

are just fresh graduates and some are continuing to visit

the place as well as the quality of services that have been

offered to them, and some are international to visit the

place, the majority of the respondents on this study are in

the middle ages bracket *18-26 with an average of 36.5

percent, are just fresh graduates and some are continuing

to visit the place and quality of services that have been

offered to participate in the study. According to

statistics provided by the Department of Tourism 2020, the

study's respondents were guests from Isabela's top ten most

frequented resorts. A sample size of 405 was used from a

total of 17,758 as of Accommodation establishment arrivals

2020, based on the Raosoft Calculator, which has a 5%

margin of error and a 95% confidence level (1st quarter).

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Isabela, Quirino, Cagayan, Nueva Vizcaya, and Batanes will

have an equal distribution of 75 people in each province in

Cagayan region 2, which comprises Isabela, Quirino,

Cagayan, Nueva Vizcaya, and Batanes. An Adopted instrument

was used. Instruments for gathering data to collect data

for the study and research of Bathan et al. (2017) entitled

“Consumer Buying Behavior among Resort's Guests in Batangas

Province,” the researcher used an adopted questionnaire

derived from De Guzman et al. (2020) entitled “Guest

Satisfaction and Loyalty among Beach Resorts in Laiya,

Batangas. This has been modified and undergone into content

validation and pilot testing to ensure the validity and

reliability of the instrument. The Cronbach alpha value

for: Guest Satisfaction (0.941); Guest Loyalty (0.899);

Consumers Buying Behavior (0.930) denotes that the

instrument is excellent to use based on the rule of thumb.

Where are the related studies and synthesis?

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Chapter 3

METHODS AND PROCEDURES

This chapter presents the research design, respondents of

the study, data gathering tools, data gathering procedure,

and statistical tools used in the study.

Research Design

This research will use descriptive-comparative research

design. Descriptive research is a type of research where in

information is gathered without manipulating anything. This

is performed by observing a certain behavior for an amount

of time. It can range from a survey which describes the

status quo, a correlation study which looks for

relationships between so how will it be used? explain

variables, and developmental studies that looks for changes

that happened overtime (Reid, 2018)

Respondents of the Study

The Respondents of this study are the guests with the age

bracket of (18-60) and staff with the age bracket of (18-

60) of Tuguegarao City resorts.(meynard’s resort, radlette

resort, Sitio alto resort, chatue Leonor resort, Carmelita

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hotel and resort, uma farm resort,TGE resort, valley hotel

and resort, rang-ay Eco adventure and resort, four diamond

resort). Since the study will employ a non-probability

method, not every member of the public will have an equal

chance of being chosen to take part.

The researchers will employ incidental sampling in this

study to gather data from people who are present at the

time of the research due to their social position and other

factors. Processes will continue till the sample size has

been reached.

Revise this

Table 1

Respondents of the Study

Respondents Sample(n)

Uma farm resort 10

Meynards resort 10
Carmelita hotel and resort 10
TGE resort 10
Valley hotel and resort 10
Rang-ay eco adventure and 10
resort
Four diamond 10
Radlett residences 10
Sitio alto resort 10
chatue Leonor resort 10
TOTAL 100
Where are the other parts of Chapter 3?