background
According to Mendes et al., (2021) The tourism sector is experiencing significant growth,
which is crucial for global economic development. To leverage this growth, our research
focuses on improving service accessibility, efficiency, and design to enhance the tourist
experience in Baguio City.
Baguio City, the summer capital of the Philippines, is exploring the implementation of a
Hop-On Hop-Off (HOHO) bus service, aiming to improve transportation efficiency and visitor
satisfaction. The service would incorporate an easy-to-use website, and a mobile app for
cashless transactions.Our study aims to position Baguio City's bus network as a preferred
transportation option while aligning with Sustainable Development Goal 11: Sustainable
Cities and Communities, focusing on accessibility, reduced traffic, and lower carbon
emissions.
**[: Introduction to Tourism in Economic Development]**
*According to Mendes et al. (2021), the tourism sector is experiencing continuous growth and is
essential for economic development globally. To capitalize on this growth, we need to make
travel more accessible and attractive to tourists. My research aims to enhance the tourist
experience in Baguio City by exploring how service accessibility, efficiency, and design affect
travel experiences.*
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**[ : Baguio City Overview]**
*Known as the summer capital of the Philippines, Baguio offers cool weather and beautiful
scenery, with average temperatures ranging from 15 to 23 °C. Here, public buses serve as a
primary mode of transportation, supporting both city-to-city and provincial routes. As of January
2023, around 60 percent of the population in the Philippines relies on public transport, including
buses and trains (Balita, 2024).*
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**[: Hop-On Hop-Off (HOHO) Bus Service]**
*This study also evaluates the potential of a Hop-On Hop-Off (HOHO) bus service inspired by
successful models in cities like London, New York, and Singapore. This service will feature a
user-friendly website, a reloadable EMV-capable card, and a mobile app for cashless payments
and real-time bus tracking. Transport is crucial, as Palanas et al. (2024) indicate that commuting
can be a significant source of stress. Therefore, improving bus services can enhance overall
satisfaction for visitors.*
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**[: Factors Influencing Tourist Satisfaction]**
*Key factors such as route design, comfort, cost, and attraction integration will be assessed to
understand their impact on visitor satisfaction. Congestion can detract from the tourist
experience by increasing travel time and stress, which can reduce sightseeing opportunities.*
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**[: Demand for Sustainable Travel]**
*One of the driving forces of this research is the rising demand for sustainable travel options.
With environmental concerns growing, there is a shift towards eco-friendly transportation. Buses
offer a sustainable alternative to private vehicles and taxis, potentially reducing tourism's carbon
footprint.*
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**[: Evaluating the HOHO Experience]**
*The study will examine user experiences on the HOHO bus, focusing on satisfaction and
usability. We will look into aspects like route availability, frequency of operation, overall comfort,
and the design of the bus services to ensure they meet tourist needs effectively.*
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**[ Future Vision and Impact]**
*Ultimately, this research envisions a future where efficient, well-organized bus networks
become the preferred mode of travel in Baguio City. By improving accessibility to attractions,
reducing traffic congestion, and minimizing carbon emissions, we aim to align our findings with
the principles of SDG 11: Sustainable Cities and Communities.*
INDEPENDENT VARIABLE
Tourist to tourist interaction (TTI)
Because it is a factor that is being studied to see how it affects other variables, such as visitor
satisfaction and engagement. We Researchers are interested in understanding how the
interactions between tourists influence their overall experience.
INSTRUMENT
This instrument is designed to gather quantitative data and will be structured in two
sections. The first section will collect demographic information from the respondents,
allowing us to understand their background, such as age, gender, and travel habits.
The second section will measure tourists' experiences with public transportation services,
specifically using a 4-point Likert scale. This scale will help us quantify how tourists
perceive different aspects of the transportation service.
Here’s a breakdown of the 4-point Likert scale we will be using:
Weight Scale Mean Range Verbal Interpretation
1 0.00 – 1.00 NOT SIGNIFICANT
2 1.01 – 2.00 MINOR SIGNIFICANT
3 2.01 – 3.00 SIGNIFICANT
4 3.01 – 4.00 VERY SIGNIFICANT
As you can see, this scale provides a clear framework for interpreting responses. We’ve
modified the traditional Likert scale to align with our study's goals and to encourage
respondents to express a clear opinion without the neutral option.
The second instrument, semi-structured face-to-face interviews, will help us gather
qualitative data. These interviews will be conducted with both local government unit
(LGU) representatives and tourists who are likely to use the new bus services.
This method allows for flexibility in the conversation, enabling us to ask open-ended
questions and delve deeper into individual perspectives. The qualitative insights gained
from these interviews will be crucial in understanding tourists’ experiences and
generating recommendations for improving the HOHO bus service.
