BIBIOGRAPHY PADANG, JEREMIA L. APRIL 2009....
BIBIOGRAPHY
PADANG, JEREMIA L. APRIL 2009. Tourist Assessment on Facilities and
Services in Sagada, Mountain Province. Benguet State University. La Trinidad, Benguet.
Adviser: Jovita M. Sim
ABSTRACT
This study was conducted to determine the demographic profile of the tourists
visiting Sagada, to identify their market segments, motivations, the specific attractions
seen. It also aimed to know the assessment of the tourists on the different facilities and
services they availed, the problems they encountered during their stay in Sagada and their
suggestion for the improvement of tourism industry in Sagada.
The study was conducted in Sagada, Mountain Province on April-May 2008.
A total of 62 respondents composed of 42 domestic tourists and 20 international
tourists served as respondents of the study. Survey questionnaires and interviews were
used primary to gather data. The data was tabulated, and analyzed through frequency,
percentage, weighted mean, and ranking.
Majority of the domestic tourists were from the National Capital Region (NCR)
while the international tourists were from North America. The oldest of the tourists was
59 years old while the youngest was 17 years old. The mean age of the respondents was
28. All of the respondents acquired formal education; most of them have jobs except for
the students.
Most of the international tourists traveled independently while the domestic
tourists were family travelers.
The tourist’ personal motivation for travel was for relaxation and rest while the
common cultural motivation was the desire to know the cultures of people in Sagada. The
social motivation was the desire to meet other people and as to status and prestige,
respondents were motivated to pursue hobbies.
Most of the respondents wanted to see the caves.
As to the tourists’ ratings of facilities and services, weaving and handicrafts,
accommodation, food services and tour guides was given a satisfactory rate.
The most common problem to the domestic and international tourists was the
rough road.
Improvement on the facilities and services that were rated very unsatisfactory
should be made in order to meet the standards of the tourists. The tourist guides who are
the primary source of information of the tourist should be knowledgeable on the history
and culture of the people in Sagada. Natural attractions should be preserved by the local
community. More information materials must be provided for the tourists who can come
in the form of brochures of leaflets and concreting of the roads going to Sagada.
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TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………...
i
Abstract………………………………………………………………………….. i
Table of Contents………………………………………………………………..
iii
INTRODUCTION………………………………………………………………. 1
Rationale of the Study……………………………………………………
1
Statement of the Problem………………………………………………...
3
Objectives of the Study…………………………………………………..
3
Importance of the Study………………………………………………….
4
Scope and Limitation Study………………………………………..........
4
REVIEW OF RELATED LITERATURE………………………………………
5
Definition of Tourism……………………………………………………
5
Demographic Profile……………………………………………………..
6
Segmentation of Tourist………………………………………………….
6
Motivation to Travel……………………………………………………..
7
Tourist Attraction in Sagada……………………………………………..
7
Facilities and Services……………………………………………………
9
Problems Encountered…………………………………………………..
10
METHODOLOGY……………………………………………………………… 11
Locale and Time of the Study……………………………………………
11
iii
Respondents of the Study………………………………………………..
11
Data Collection…………………………………………………………..
12
Data Gathered……………………………………………………………
12
Data Analysis…………………………………………………………….
12
RESULTS AND DISCUSSION…………………………………………………
13
Place of Origin of the Respondents………………………………………
13
Demographic Profile of the Respondents………………………………..
13
Segmentation of Tourists………………………………………………...
18
Motivation of Tourists to Travel…………………………………………
19
Ratings of Facilities and Services
Availed by Tourists in Sagada…………………………………………...
22
Problems Encountered by the Tourists in Sagada……………………….
24
Suggestion of the Respondents
to Improve Tourism in Sagada………………………………………......
25
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS………………
27
Summary………………………………………………………………… 27
Conclusions……………………………………………………………… 28
Recommendations……………………………………………………..... 28
LITERATURE CITED…………………………………………………………..
29
APPENDIX……………………………………………………………………… 30
Survey Questionnaire for Tourist………………………………………...
30
iv
1
INTRODUCTION
Rationale
Tourism is the world’s largest and fastest growing industry with annual
worldwide revenue of over 3.4 trillion. It can bring substantial economic benefits, a very
much service –oriented industry. It is proven to be an income generator and dollar earner
even in times of economic crisis; still it works to provide income from both domestic and
foreign tourists.
For over four decades now, tourism has been considered as an economic remedy
for developing countries. Often dubbed as the white industry, it is thought to be a vital
development agent and an ideal economic alternative to various traditional primary and
secondary sectors. International tourism, particularly in developed and developing
countries perform a vital role in generating the needed foreign exchange earnings,
infusing badly needed capital into the economy (Salamanca, 2006).
The global travel and tourism industry now accounts for over 25% of the world’s
trade, and nearly 10% of global employment. According to the World Travel and
Tourism Council (WTTC) as cited by Salamanca (2006) travel and tourism supports
more than 200 million jobs worldwide. Tourism represents around 35% of the world’s
exports of services and over 70% in Least Developed Country (LCDs).
In the Philippines tourism industry is a vital economic generator and employer. In
fact, it is currently one of the major forces driving our nation’s progress (Libosada 2003).
Employment in the tourism-related sectors is growing faster than any other sector in the
province. Foreign visitors traveling and vacationing in the country generate 92% or US $
2,700.57 million (Salamanca, 2006).
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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The Philippines stands at the crossroads of the developed western world and the
Orient. It lies in the heart of Southeast Asia, stretching more than 1,840 kilometers.
Composed of 7,107 islands, the Philippine is readily accessible to the different capitals of
the world. Its three main islands are Luzon, Visayas and Mindanao. The unique location
has made the Philippine the commercial, cultural and intellectual hub of Asia from the
dawn of history (DOT, 2000).
West of Bontoc in the Mountain Province in Northern Luzon nestles a pastoral
upland valley, Sagada, a popular tourist hub. This quaint haven is linked to Baguio city
by one of the most scenic highways in the country, the Halsema.The roller-coaster may
be a little bit shaky but the sight of an endless expanse of mountain ranges is worth the
trip. As one moves on, lyrical sights unfold with every twist and turn. Early morning mist
hugs the mountains and give them the appearance of Chinese brush paintings (Gabor,
1996).
Popular as a destination of foreign adventurers, Sagada features caves that can be
explored (even by non-experts) with the aid of local guides, an interesting hike along an
underground river, a waterfall and pool to cool off in after a day of exploring, and a quiet
serenity only found off the beaten path. The forebears of the current residents practiced
an unusual burial practice by hanging and stacking coffins, hewed from tree trunks, in the
limestone karts cliffs and caves near town
Though Sagada earns significantly from its tourism industry, agriculture still is
the main source of income in Sagada. Cabbages, carrots, and potatoes are common crops
while rice is planted for household consumption. The tourism industries in the
municipality of Sagada started in 1970’s.Tourists then were mostly missionaries and the
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
3
more adventurous young, energetic and hippie styled Filipinos from the lowlands. The
big tourism boom started in the early 80’s when a number of tourist from western
countries flocked to Sagada thus, giving an opportunity to the people of
Sagada.Hotels,inns,and restaurants were built to accommodate the influx of foreign and
local tourists (Magwilang, 2001).
Given all this information, there is an interest to study the tourists’ assessment on
facilities and services offered in Sagada, Mountain Province.
Statement of the Problem
This study was conducted in order to know the tourists’ assessment on facilities
and services in Sagada, Mountain Province.
Specifically, this study aimed to answer the following questions:
1. What is the demographic profile of the tourists visiting Sagada?
2. What segment do the tourists belong?
3. What motivated the tourists to travel in Sagada?
4. What specific attractions tourists want to see in Sagada?
5. What are the facilities and services that the tourists availed and their ratings?
6. What are the problems encountered by the tourists in Sagada?
Objectives of the Study
This study aimed to:
1. Determine the demographic profile of tourists visiting Sagada
2. Identify the tourists segment
3. Determine the motives of tourists in traveling to Sagada
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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4. Identify the specific attractions the tourists want to see in Sagada
5. Identify the facilities and services availed and their ratings
6. Determine the problems encountered by the tourists in Sagada.
Importance of the Study
The findings of the study will provide information affecting tourism in Sagada,
Mountain Province. The information may be used in the formulation of policies and
guidelines to make tourism a better instrument for development. Findings may also be
used by the Sagada Municipal Tourism Council in determining what project to implement
for the protection and conservation of tourists spots. Likewise, findings may help the
residents who are engaged in business to improve the facilities and services through
tourism. It may also inform the tourists on the problem they may encounter in visiting the
place.
Scope and Delimitation of the Study
The study was conducted in Sagada, Mountain Province. The study was limited
on the tourists’ assessment on facilities and services in Sagada.The respondents were
tourists who visited the area; hence perceptions of local residents were not included.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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REVIEW OF LITERATURE
Definition of Tourism
The two pioneers of tourism research, Hunziker and Krapf as cited by Vanhove
(2005) defined tourism as "the sum of the phenomena and relationships arising from the
travel and stay of non-residents, insofar as they do not lead to permanent residence and
are not connected with any earning activity." In 1981 AIEST (Association Internationale
d’Experts Scientifiques du Tourisme) discussed the definition of tourism once again on
the occasion of the annual congress in Cardiff. The congress accepted tourism as the
entirety of interrelations and phenomena which result from people traveling and stopping
at places which neither their main continuous domiciles nor place of work either for
leisure or in the context of business activities or study (Vanhove 2005)
Tourism as mentioned by Salamanca (2006) is highly a service-oriented industry
and, as such demands people to perform the services needed to render to the visiting
tourists, local or foreign. These people must be capable of providing quality service to
tourists and should possess the qualifications, attitudes, knowledge and skills in order to
be competent in handling the duties and responsibilities required in the tourism or
hospitality industry.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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Demographic Profile
Cruz (1982) has identified significant factors influencing travel demand.
These are:
Age. The elderly because if increasing infirmity are less prone to take holidays
away. The younger age group is usually interested in new places and experiences. Young
people have a high tolerance for all type of new experiences.
Sex.Women show a greater proclivity to go away on holiday than men do.
Family Circumstances. Families which are in the -rearing stage tend to travel less.
Level of Income. The more affluent members of the society are the ones who
travel most.
Education. The better educated members of the population have a higher
propensity to travel. Those with a better education travel more.
Cost. Countries receiving tourists must be able to compete with the cost of
holidays in the generating countries.
Travelers usually go to the places which offer low-cost food, accommodation,
transportation.
Segmentation of Tourists
The Department of Tourism (DOT, 2000) as cited by Tanggana (2005) identified
the different market segments of tourists from tourism statistics, site data analysis, site
observations, and discussions with travel industry operations. These are: 1)Domestic
tourism segment-includes the families traveling together;students;club members like
mountain climbing,caving,office groups traveling; an pilgrims. 2) International tourism
segment-includes balikbayans sometimes with foreign friends; international travelers on
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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packaged tours who arranged their accommodation, flights, and transfer with a ground
operator and pre-booked as a package in the source market; free and independent
travelers, who often travel without guide; scuba diving; and other special interest like
seminars, conferences, outreach programs or as a part often on vocational duties;
mountaineers; cavers; river runners; bird watchers.
Motivations of Tourist to Travel
Cruz (1982) identified the four categories of basic travel motivators as follows:
1. Physical motivators-include those related to physical rest, sports participation,
beach recreation, relaxing entertainment and other motivations directly connected with
health.
2. Cultural motivators-include the desire to know about other countries –their
dances, music, folklore, paintings and religions
3. Interpersonal motivators-include a desire to meet new people, visit friends or
relatives, escape from routines, from family and neighbors and make new friendships
4. Status and prestige motivators-pertain to ego needs and personal development;
include trips related to business, conventions, study and pursuit of hobbies and recreation.
Tourists’ Attraction in Sagada
According to Vanhove (2005), without attractions there is no tourism. They are
the key element of the tourism system, with the ability to attract people to destinations.
The attractions can be of varied nature.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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Rice
Terraces. Scattered all over the Cordilleras, the most famous of these
terraces are found in neighboring Banaue, Ifugao. Sagada has its own terraces - lesser
known but equally as spectacular! Whereas the walls of Banaue's terraces are of
compacted earth, Sagada's walls are small rocks laboriously piled one on top of the other.
One sees the same though... giant steps carved by hand out of whole mountainsides
provide for terrific viewing.
Bomod-ok Falls. Reaching Bomod-ok (locally known as the Big Falls) takes a
relatively taxing four-hour effort from town for the hiker but, the scenery is more than
worth the effort. At the foot of the Big Falls is a pool of crystal clear water, where a swim
is enough to refresh a weary hiker. Intrepid enough visitors may trace where the water
comes from starting at the top of the waterfalls and they would be lead by the stream trail
to a nice picnic grove.
Bokong falls. Equally as exciting as Bomod-ok’s falls whose pool at the foot of
the waterfalls is deeper though smaller than Bomod-ok's. The pool basin as well as the
precipice is carved out of solid rock, the result of the continuous beating by the water for
centuries as it persistently pushed its way downstream. Bokong's beauty is complimented
by the splendor of the rice terraces looming along the footpath to the waterfalls - a perfect
harmony of natural and man-made.
Sumaguing Cave. The one most popular to visitors, is a 40-minute walk from
Sagada on the Suyo road. Unusual limestone formations are found in the cave.
Crystal Cave. Situated southwest of Sumaguing Cave and around two kms from
the Poblacion, this cave is rich with stalactites and stalagmites. Stalactite is an icicle-
shaped deposit of carbonate of lime hanging from the roof of a cave while stalagmite is a
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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cone- shape deposit of carbonate of lime built up on the floor of a cave by drip, often
from a stalactite above.
Lumiang Cave. A 30-minute walk from Sagada on the way to the Big Cave, this
burial cave, where many old and a few newer coffins are stacked, is well worth a visit.
The coffins can be viewed from the large entrance so there is no need to go inside.
Matangkib Cave. A smaller and more accessible burial cave. It is the second level
of the Latang Underground River. The inner chamber of the cave contains the old
traditional types of coffins from trunks of pine trees. It is only around 50 meters away
from the main road of Nangonogan.
Ganduyan Museum. Located right at the center of the town; this small private
museum has a display of the best of the Cordillera crafts, both new and antique. Display
and collection includes beautiful baskets, tapestry, metal craft, etc.
Masferre's Photographs. Displays of old Masferre prints are worth viewing and
Masferre T-shirts are for sale along with other local books, cards, etc.
Episcopal Church of Saint Mary the Virgin. Built in the early 1900`s, this place of
worship is one of the most famous landmarks of Sagada. Beyond the church are the
limestone cliffs and pine scented air of Echo Valley and Calvary Hill.
Sagada Weaving House. Located along the Bontoc Road, the Sagada Weaving
House is where one can actually witness the centuries old way of hand-weaving the
natives’ traditional skirts.
Facilities and Services
The DOT (2001) as cited by Alampay has identified ten accommodation
establishments operating in Sagada.All these establishments are owned and managed by
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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people from the place. The community hospital, high school, and what used to be
convent-all church-owned-accept guests when there are no more rooms available in the
commercial facilities. Private homes complement these rooms during peak months of
December, April, and May.
There are also weaving industries, handicrafts and furniture shops, one hospital
and a Rural Health Unit both located at barangay Poblacion.Modern telecommunications
facilities are available. Cable television was introduced in 1994 and cellular phone
services in December 2001.Modern computer and internet are also offered in Sagada.
Problems Encountered
Tanggana (2005) mentioned common problems tourists encountered in
Banaue,Ifogao as; rough roads as the most common problem, insufficient streetlights, and
lack of printed information about Banaue.Other problems are slippery and dangerous
mountain trails, poor sanitation, lack of security, inconvenient accommodation and
transportation facilities, lack of first aid assistants, and others.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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METHODOLOGY
Locale and Time of the Study
This study was conducted from April-May 2008 in the municipality of Sagada,
Mountain Province. In the midst of the Cordillera Mountains in Northwestern Philippines
lies an enchanting town called Sagada of the Mountain Province, one of the six (6)
provinces of the Cordilleras. A popular destination for local and foreign tourists, Sagada
is known for its pleasant climate. The coolest months in this, area is from December to
February when temperature can drop to 40 degree Centigrade (40). However, mountain
temperature is usually moderate, offering warm days for hiking and cool nights for
sleeping.
Respondents of the Study
The respondents of this study were domestic and international tourists who visited
Sagada. The two major market segments of tourists as identified by DOT (2002) are
international and domestic tourists. These are independent travelers, family travelers,
international travelers on packaged tours, educational tours, balikbayan with foreign
friends, and students of educational tour, club member travelers, professional on
educational tour, travelers with friends and others.
The respondents were randomly selected from the tourists who visited the place
during the time of the study.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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Data Collection
Data gathering was done using survey questionnaires. Informal interviews with
the tourists were also done to supplement the information that was gathered from the
questionnaire.
Data Gathered
The data gathered included the demographic profile of the tourists, their
segmentation, their motivation to travel, the specific attractions they wanted to see in
Sagada, the rate of satisfaction on the services and facilities offered to them, the problems
encountered while staying in Sagada, and their suggestions for the improvement of
tourism in Sagada.
Data Analysis
The collected data were consolidated, categorized, and tabulated. Descriptive
statistics such as frequency counts and percentages, averages and ranking were used for
the interpretation of the data.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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RESULTS AND DISCUSSION
Place of Origin of the Respondents
Table 1 presents the place and origin of the respondents.
Among the 42 domestic tourists, 18(43%) were from the National Capital Region
(NCR) comprising Manila, Makati City, Marikina City,Quezon City, Caloocan
City,Taguig City and other areas in Metro Manila. Twelve (29%) of the respondents were
from the Cordillera Region comprising Abra,Baguio City,Benguet Province, and from the
other areas of Mountain Province. Six came from the CALABARZON region comprising
Rizal, and Laguna. Two (5%) were from the Ilocos Region and another from Bicol
Region, while one (2%) is from Central Luzon, and another one (2%) respondent from
Eastern Visayas.
For the international tourists, 4 (20%) came from the United States of America,
and another 4 (20%) came from Canada. Five (25%) were from Asia and also 5 (25%)
from Europe. One respondent is from Australia and also one from New Guinea
Demographic Profile of the Respondents
Table 2 presents the age, gender, and civil status, number of children of the
married respondents, educational attainment and occupation of the respondents.
Age range. The oldest among the 62 respondents was 59 years old while the
youngest is 17 years old. For domestic tourist, 13 (30.95%) respondents are aged 15-20
and also 13 (30.95%) are aged 21-25 years old, the mean age was 26 years. On the other
hand 8 (40%) international tourist are within the age range of 26-30 years old. The mean
age of the international respondent was 31 years old and the mean age of all the
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
14
respondents was 28 years old. The result proves that younger people area more
adventurous, eager to see new places and experiences, while the elderly are less prone to
take holidays away because of increasing infirmity.
Sex. Among the 42 domestic tourists 25 (60%) are female, while 17 (41%) are
male. On the other hand, among the 20 international respondents 12 (60%) are female
while 8 (40%) are male. Women as what Cruz (1982) said show greater proclivity to
travel than men do.
Table 1. Place of origin of the respondents
PROFILE FREQUENCY
PERCENTAGE
(F)
(P)
Domestic Tourist
NCR
18
43
CAR
12
29
CALABARZON
6
14
Ilocos Region
2
5
Bicol Region
2
5
Central Luzon
1
2
Eastern Visayas
1
2
TOTAL
42 100
International Tourist
United States
4
20
Canada
4
20
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
15
Table 1. Continued.
PROFILE FREQUENCY
PERCENTAGE
(F)
(P)
Europe
5
25
Asia
5
25
Australia
1
5
New Guinea
1
5
TOTAL
20 100
Civil status. Table 2 shows that among the 42 domestic respondents 33 (79%) are
single, 8 (19%) are married. There is only one (2%) widow respondent. In comparison to
international tourist, 13 (65%) are still single, 6 (30%) are married and one (5%)
respondent is divorced
Number of children. Among the 8 married and one widow domestic respondents 4
(44%) have two children, 3 (33%) have 3 children and 1 (11%) has 4 children and
another 1 (11%) respondent has 5 children. For the 6 married and 1 divorced international
tourists 3 (43%) have two children, 2 (29%) have 1 child and one (14%) have three
children and no child respectively.
Highest educational attainment. All the 62 domestic and international respondents
had gone to school. For the domestic tourists 20 (47.62%) were college graduate, 16
(38.10%) college undergraduate, 5 (12%) were high school graduate and 1 (2%) was
vocational graduate. For the international tourists 16 (80%) were college graduate and
4(20%) were college undergraduate. Base on the result of the study, person with higher
educational attainment travel more.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
16
Occupation. Among the 42 domestic respondents 9 (21.42%) were students, 15
(35.71%) were non-government employees. There were 14 (33.33%) who were self-
employed and 4 (10%) were government employees. For the international respondents 8
(40%) were self-employed and 20% were non-government, government employee and
student respectively.
Table 2. Demographic profile of the respondents
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Age
Range
15-20
13
30.95
3
15
16
26
21-25
13
30.95
2
10
15
24
26-30
9
21.43
8
40
17
27
31-40
3
7.14
5
25
8
13
41-50
3
7.14
0
0
3
5
51-60
1
2.39
2
10
3
5
TOTAL
42 100 20 100 62 100
MEAN
26 31 28
Sex
Female
25
60
12
60
37
60
Male
17
40
8
40
25
40
TOTAL
42 100 20 100 62 100
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
17
Table
2.
Continued.
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Civil
Status
Single
33
79
13
65
46
74
Married
8
19.04
6
30
14
23
Widow
1
2.38
0
0
1
2
Divorced
0
0
1
5
1
2
TOTAL
42 100 20 100 62 100
Number
of
children
None
0
0
1
14
1
6
1 child
0
0
2
29
2
13
2 children
4
44.44
3
43
7
44
3 children
2
33.33
1
14
4
25
4 children
1
11.11
0
0
1
6
5 children
1
11.11
0
0
1
6
TOTAL
9 100 7 100 16 100
Highest
Educational
Attainment
High School Level
5
12
0
0
5
8
College graduate
20
47.62
16
80
36
55
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
18
Table 2. Continued.
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
College undergraduate
16
38.10
4
40
20
36
Vocational graduate
1
2.38
0
0
1
2
TOTAL
42 100 20 100 62 100
Occupation
Government employee
4
10
4
20
8
12.9
Non-gov’t employee
15
35.71
4
20
19
27.42
Self-employed
14
33.33
8
40
22
27.42
Student
9
21.42
4
20
13
32.26
TOTAL
42
100
20
100
62
100
Segmentation of Tourists
Table 3 shows the different market segmentation of tourists visiting Sagada.
Domestic tourists. There were 15 (35.71%) family travelers, 9 (21.43%) were
students, 8 (19%) were club member travelers, 7 (17%) traveled on outreach
program/educational tour and 7.14% were pilgrims.
International tourists. Among the 20 international respondents, 17 (85%) were
independent travelers or those who traveled without guides and did not arrange their trips
with travel agencies. There was one (5%) balikbayan with foreign friends, one traveler
with packaged tour and one who traveled on educational tour.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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Table 3. Segmentation of tourist
SEGMENTATION FREQUENCY
PERCENTAGE
(F)
(P)
Domestic tourist
Family travel
15
37.71
Student
9
21.43
Club member travelers
8
19
Pilgrims
3
7.14
Outreach/educational tour
7
17
TOTAL 42
100
International tourist
Balikbayan w/ foreign friends
1
5
International traveler on packaged tour
1
5
Free and independent traveler
17
85
Educational tour
1
5
TOTAL 20
100
Motivations of Tourists to Travel
Table 4 shows the four basic motivations of tourists to travel.
Physical motivation. Seventy-eight percent of domestic tourists and 85% of the
international tourists were motivated to travel for relaxation or rest. Other motivations
include sports, health and scenery.
Interpersonal motivations. For the domestic tourists 48% were motivated to travel
to meet other people, 36% break from routine, 29% for self-discovery, 19% to maintain
social contacts and 12 % to visit friends and relatives. For the international tourists 50%
were motivated to meet other people, to break from routine, and for self-discovery. Only
10% said to visit friends and to maintain social contacts.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
20
Cultural motivations. Majority (76%) of the domestic tourists and 80% of the
international tourists traveled to Sagada to know the ethnic practices and cultures of the
people. Others said they wanted to experience live in Sagada.
Status and prestige motivator. Majority of the international tourists traveled to
pursue hobbies like mountain climbing, trekking, spelunking and other related hobbies,
10% traveled for business and educational purposes. For the domestic tourists, 33%
traveled for education.9.52% to pursue hobbies, and 14% for business and 5% for
convention.
Tourist Attractions in Sagada
Table 5 presents the specific attractions that the tourists wanted to see in Sagada.
The site attractions are natural and man-made such as caves, rice terraces, waterfalls,
hanging coffins, echo valley, and other attractions. Table shows that all (100%) the
domestic and international tourists wanted to see the caves. Other attractions are the
hanging coffins where 86% of the domestic and 90% of the international tourists would
like to see.
Majority (83%) of the domestic tourists wanted to see the waterfalls, 79% wanted
to see/experience echo valley and 69% wanted to see the rice terraces. Eighty percent of
the international tourists wanted to see the rice terraces, waterfalls and echo valley. The
other tourists’ attractions are the trees, mountains, weaving and handicrafts industries.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
21
Table 4. Motivation of tourists to travel
MOTIVATION DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F % F % F %
Physical
Motivators
Sports
4
10
13
65
17
27
Health
1
2
2
10
3
5
Relaxation/Rest
33
79
17
85
50
81
Scenery
25
60
15
75
40
65
Cultural
Motivators
Know culture of the people
32
76
16
80
48
77
Want to experience living
in Sagada
5
12
7
35
12
19
Social
Motivators
Meet other people
20
48
10
50
30
48
Visit friends and relatives
5
12
2
10
7
11
Break from routinary work
15
36
10
50
25
40
Self-discovery
12
29
10
50
22
35
Maintain social contacts
8
19
2
10
10
16
Status
and
Prestige
Motivators
Business
6
14
2
10
8
13
Conventions
2
5
0
0
2
3
Study/education
14
33
2
10
16
26
Pursuit of hobbies
4
9
12
60
16
39
*multiple response
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
22
Table 5. Specific tourist attractions in Sagada
ATTRACTIONS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Caves 42
100
20
100
62
100
Hanging coffins
36
86
20
100
56
87
Water falls
35
83
18
90
53
82
Echo valley
33
79
16
80
49
79
Rice terraces
29
69
16
80
45
73
Mountains 2
5
16
80
18
29
Trees 4
10
2
10
6
10
Weaving and handicrafts
5
12
8
40
13
21
Museum 2
5
5
25
7
11
*multiple response
Ratings of Facilities and Services Availed by the Tourist in Sagada
Respondents rank the tourist facilities and services. Ratings used in ranking were
as follows; 1-very unsatisfactory; 2-unsatisfactory; 3-undecided; 4-satisfactory; 5-very
satisfactory (Table 6).
The thirteen facilities and services available in Sagada were arranged from
highest to lowest rate. Both domestic and international tourists rated woven and
handicrafts as satisfactory, 4.3 and 4.47 respectively and both also rated public restrooms
as the lowest, 1.89 and 2.27 respectively. However, looking at the total mean ratings of
the domestic and international tourists the woven and handicrafts ranked first
(satisfactory-4.39) followed by accommodation (4.21), tour guides (4.02), food services
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
23
(3.85), tourist information center (3.74), communication facilities (3.5), gasoline station
(2.96), hospital (2.63), bank (2.61), entertainment (2.57), road access (2.40), information
materials (2.38), and the lowest is the public restrooms (2.08).
Table 6. Ratings of facilities and services availed by the tourist in Sagada
FACILITIES AND
DOMESTIC
INTERNATIONAL
TOTAL
SERVICES
TOURIST
TOURIST
AVE.MEAN
Woven and handicrafts
4.3
4.35
4.39
Accommodation 4.08
4.25
4.21
Tour guides
3.78
4.0
4.02
Food services
3.69
3.85
3.85
Tourist information center
personnel
3.62
3.50
3.74
Communication facilities
3.5
3.57
3.50
Gasoline station
2.34
2.43
2.96
Hospital 2.82
2.67
2.63
Bank 2.55
2.71
2.61
Entertainment 2.43
2.75
2.57
Road access
2.05
2.42
2.40
Information materials
2.33
2.27
2.38
Public restrooms
1.89
2.27
2.08
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
24
Problems Encountered by the Tourist in Sagada
All the domestic tourist mentioned rough road as the main problem encountered
while 55% of the international tourist also mentioned rough road a problem. The absence
of public toilet near the tourist spots is another problem as mentioned by 60% of
domestic tourist and 55% of the international tourist. The lack of printed information
about Sagada was also mentioned by domestic tourist (52%) and international tourist
(55%) as another problem. According to them they don’t have sufficient printed
information such as pamphlets and brochures about the place. Other problems worth
mentioning are no ample lights on streets, no first aid assistants, slippery and dangerous
mountain trails, unfriendly information center personnel, and not enough parking spaces.
The lack of security and lack of laundry shops was also found a problem to domestic
tourist.
Table 7. Problems encountered by the tourists in Sagada
PROBLEMS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Rough road
38
90.47
11
55
49
79
No public toilet near the
tourist spot
25
60
9
45
34
55
Lack of printed
information about Sagada
22
52.38
11
55
33
53
No public toilet near the
tourist spot
18
43
7
35
25
40
No ample lights on streets
19
45.23
2
10
21
33
Slippery and dangerous
mountain trails
6
14.28
3
15
9
15
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
25
Table 7. Continued.
PROBLEMS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Not enough parking
spaces
5
12
2
10
7
11
Unfriendly information
center personnel
5
12
1
5
6
10
Lack of security
4
9.52
0
0
4
6
Lack of laundry shops
3
7.17
0
0
3
5
*multiple response
Tourists Suggestion to Improve Tourism in Sagada
Table 8 shows that among the 62 respondents, 25 of them suggested that road
must be concreted, 21 suggested that publish more information materials and maps about
Sagada. The other suggestions mentioned were maintain hospitality and develop
friendliness towards tourists, maintain cleanliness, preserve the natural attractions, build
more inns and guesthouses, establish laundry shops, install additional lights on the
streets. Some also suggested that there should be online booking and reservations on the
inns and guesthouses, and more training for the guides on first aid training, mountain
climbing, trekking, spelunking and other related hobbies.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
26
Table 8. Tourists’ suggestion to improve tourism in Sagada
SUGGESTION DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Road concretion
16
38.09
4
20
20
32.25
Publish more information
materials and maps about Sagada
9
21.42
12
60
21
33.87
Maintain hospitality
5
11.90
5
25
10
16.12
Preservation of the natural tourist
attraction
3
7.15
5
25
8
12.90
More inns and guesthouses
enough to accommodate tourists
4
9.52
2
10
6
9.67
Maintain cleanliness
2
4.76
3
15
5
8.06
Additional lights on streets
4
9.52
1
5
5
8.06
Develop friendliness towards
tourists
2
4.76
1
5
3
4.83
There should be online booking
and reservation on the inns and
guesthouses
3
7.14
8
40
11
17.74
Training for the guides on first
aid, mountain climbing, trekking
and other related hobbies
2
4.76
5
25
7
11.29
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
27
SUMMARY, CONCLUSION AND RECOMMENDATION
Summary
This study was conducted in Sagada, Mountain Province to determine the
demographic profile of the tourists visiting Sagada, to identify the segment they belong
to, their motivation to travel, the specific attractions tourists want to see, the facilities and
services that they availed of, and the problems encountered by the tourist who visited
Sagada.
There were 62 respondents composed of 42 domestic tourists and 20 international
tourists. The research was done in the month of April-May 2008. Survey questionnaires
were floated to the tourists as a mean of gathering data while key informant interview
was done to supplement the gathered information. The data was collated through
frequency, percentage and ranking.
Majority of the domestic tourists were from the National Capital Region (NCR)
while the international tourists were from North America. The total mean age of the
tourists was 28. Most respondents were females, single, and having two children for the
married. As to respondents’ educational attainment, all of them attended formal education
and most of them earned a degree in college. Most of the respondents had jobs or self-
employed.
The foreign tourists were independent travelers who traveled without guides and
did not arrange their trip with any agencies.
Majority of the respondents have been motivated to travel by the need for
relaxation and rest, desire to know the culture of the people in Sagada, meet other people
and pursue hobbies.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
28
All of the respondents visited Sagada primarily to see the caves.
Both foreign and domestic tourists rated weaving and handicrafts,
accommodation, food services and tour guides satisfactory.
The rough road was the most common problem to the domestic and international
tourists.
Conclusions
Based on the findings of the study, the following conclusions were drawn.
1. Younger people are more prone to travel than older ones. Females, singles and
couples having two children are likely to influence travel demand. Better members of the
population have higher tendency to travel.
2. Many of the international tourists arriving in Sagada are independent travelers
while domestic tourists were on family travel.
3. Caves are the main attraction for tourists in Sagada.
Recommendations
Based on the findings of the study, the following recommendations were made:
1. Improvement on the facilities and services that were rated very unsatisfactory
should be made in order to meet the standards of the tourists.
2. The tourist guides who are the primary source of information of the tourist
should be knowledgeable on the history and culture of the people in Sagada.
3. Natural attractions should be preserved by the local community.
4. More information materials must be provided for the tourists who can come in
the form of brochures of leaflets.
5. Concreting of the roads going to Sagada.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
29
LITERATURE CITED
CRUZ, Z. L. 1982. Tourism: An Introduction. Rex Bookstore Inc. Manila, Philippines.
Pp. 37-41, 57.
DEPARTMENT OF TOURISM (DOT). 2005. Tourism: A Major Contributor to the
Philippine Economic Growth.
DEPARTMENT OF TOURISM (DOT). 2000. The Philippine Ultimate Travel Guide for
Tourists.
LIBOSADA, C. M. Jr.2003.Domestic Tourism. Anvil Publishing, Inc.Pasig City
Philippines. Pp. 12, 15.
GABOR, M. T. 1996. Philippines Travel Guide. Department of Tourism. P.101.
MAGWILANG, F. M. 2001.The Contributions of Tourism to the Economy of Sagada,
Mt. Province. BS Thesis. Benguet State University, La Trinidad Benguet. P. 5.
TANGGANA, J.M. 2005. Assessment of Tourists and Tourists Facilities and Services in
Banaue, Ifugao. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 7,
12.
SALAMANCA, M.D.N. 2006. Tour Guiding as a Profession.Mindshapers Cor.,
Inc.Makati City, Philippines. Pp. 1-7.
VANHOVE, N. 2005. The Economics of Tourism Destinations. Elsevier Butterworth-
Heinemann Publication, Linacre House Jordan Hill, Oxford OX28 DP. Pp. 2, 6,
76.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
30
APPENDIX A
Survey Questionnaire for Tourists
Instruction: Please put a check mark or fill up the blanks provided for your answers.
Kindly answer all the questions honestly. This survey questionnaire will be treated with
confidentiality. Thank you!
1. Demographic Profile
Name :( optional) ______________________________________________________
Home Address: ________________________________Nationality:_________________
Age: ____________ Gender: ______male_______female
Civil Status:
_______Single
_______Married
_______Widow/er
_______Separated/divorced
If married,widow/er,divorced/separated,no.of children: _____________
Age range of children: ________________
Educational Attainment :( Kindly check the highest educational attainment)
Graduate Undergraduate
Elementary level __________ ____________
High school level __________ ____________
College level __________ ____________
Vocational __________ ____________
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
31
Occupation:
________Government employee (pls.specify work) ___________________________
________Non-government employee (pls.specify work) ________________________
________Self-employed (pls.specify business engaged into) _____________________
________Student
2. Where do you belong in the market segment of tourist?
A. Domestic Tourism Segment (for local tourists)
________Family travel
________Student/s
________Club members like office group travel
________Pilgrims
________Seminars/conferences
________Outreach programs/educational tours
________Others, pls.specify:_____________________
B.International Tourism Segment (for foreign tourists and foreign citizen)
________Balikbayans
________Balikbayans with foreign friend/s
________International travelers on packaged tours (arrange travel with tour agencies)
________Free and independent travelers (travel without guides and did not arrange with tour
agencies)
________Outreach programs/educational tours
________Others, pls.specify:____________________________
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
32
3. What motivates you to travel?
A. Personal motivators
_________Rest
_________Sports
_________Health
_________Relaxation
_________Scenery, pls.specify:________________________
_________________________
_________________________
_________________________
_________Others, pls.specify:____________________________________________
B. Cultural motivators
_________To know the cultures and ethnic of the people
_________Others, pls.specify:____________________________________________
C. Social motivators
_________Meet other people
_________Visit friends or relatives
_________Break from routinary work
_________Self-discovery
_________Maintain social contacts
_________Others, pls.specify:____________________________________________
D. Status and prestige motivators
_________Business
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
33
_________Conventions
_________Study/education
_________Pursuit of hobbies like mountain climbing
4. What do you want to see in Sagada?
_________Rice Terraces
_________Caves
_________Waterfalls
_________Hanging coffins
_________Echo valley
_________Others, pls.specify:____________________________________________
5. Please rate only those facilities and services you availed in Sagada.
1-very unsatisfactory 2-unsatisfactory 3-undecided 4-satisfactory 5-very satisfactory
Accommodation 1
2
3
4
5
Road accessibility
1
2
3
4
5
Food services
1
2
3
4
5
Communication facilities
1
2
3
4
5
Entertainment 1
2
3
4
5
Handicrafts and woven crafts
1
2
3
4
5
Gasoline station
1
2
3
4
5
Tour guides
1
2
3
4
5
Tourist information center
1
2
3
4
5
Banks 1
2
3
4
5
Hospitals 1
2
3
4
5
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
34
Computer and internet services
1
2
3
4
5
Public rest rooms
1
2
3
4
5
Information materials (e.g. brochures)
1
2
3
4
5
6. What are the problems you encountered during your stay in Sagada?
__________Rough road
__________Slippery and dangerous mountain trails
__________No ample lights in street
__________No first aid assistant/s
__________Unfriendly information center personnel
__________Lack of security
__________Inconvenience in housing and accommodation
__________Lack of printed information about Sagada like maps, books, brochures, etc.
__________Others, pls.specify:_____________________________________________
7. What is/are your recommendation/s about the existing problems?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
8. What is/are your suggestion/s to improve tourism in Sagada?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
PADANG, JEREMIA L. APRIL 2009. Tourist Assessment on Facilities and
Services in Sagada, Mountain Province. Benguet State University. La Trinidad, Benguet.
Adviser: Jovita M. Sim
ABSTRACT
This study was conducted to determine the demographic profile of the tourists
visiting Sagada, to identify their market segments, motivations, the specific attractions
seen. It also aimed to know the assessment of the tourists on the different facilities and
services they availed, the problems they encountered during their stay in Sagada and their
suggestion for the improvement of tourism industry in Sagada.
The study was conducted in Sagada, Mountain Province on April-May 2008.
A total of 62 respondents composed of 42 domestic tourists and 20 international
tourists served as respondents of the study. Survey questionnaires and interviews were
used primary to gather data. The data was tabulated, and analyzed through frequency,
percentage, weighted mean, and ranking.
Majority of the domestic tourists were from the National Capital Region (NCR)
while the international tourists were from North America. The oldest of the tourists was
59 years old while the youngest was 17 years old. The mean age of the respondents was
28. All of the respondents acquired formal education; most of them have jobs except for
the students.
Most of the international tourists traveled independently while the domestic
tourists were family travelers.
The tourist’ personal motivation for travel was for relaxation and rest while the
common cultural motivation was the desire to know the cultures of people in Sagada. The
social motivation was the desire to meet other people and as to status and prestige,
respondents were motivated to pursue hobbies.
Most of the respondents wanted to see the caves.
As to the tourists’ ratings of facilities and services, weaving and handicrafts,
accommodation, food services and tour guides was given a satisfactory rate.
The most common problem to the domestic and international tourists was the
rough road.
Improvement on the facilities and services that were rated very unsatisfactory
should be made in order to meet the standards of the tourists. The tourist guides who are
the primary source of information of the tourist should be knowledgeable on the history
and culture of the people in Sagada. Natural attractions should be preserved by the local
community. More information materials must be provided for the tourists who can come
in the form of brochures of leaflets and concreting of the roads going to Sagada.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………...
i
Abstract………………………………………………………………………….. i
Table of Contents………………………………………………………………..
iii
INTRODUCTION………………………………………………………………. 1
Rationale of the Study……………………………………………………
1
Statement of the Problem………………………………………………...
3
Objectives of the Study…………………………………………………..
3
Importance of the Study………………………………………………….
4
Scope and Limitation Study………………………………………..........
4
REVIEW OF RELATED LITERATURE………………………………………
5
Definition of Tourism……………………………………………………
5
Demographic Profile……………………………………………………..
6
Segmentation of Tourist………………………………………………….
6
Motivation to Travel……………………………………………………..
7
Tourist Attraction in Sagada……………………………………………..
7
Facilities and Services……………………………………………………
9
Problems Encountered…………………………………………………..
10
METHODOLOGY……………………………………………………………… 11
Locale and Time of the Study……………………………………………
11
iii
Respondents of the Study………………………………………………..
11
Data Collection…………………………………………………………..
12
Data Gathered……………………………………………………………
12
Data Analysis…………………………………………………………….
12
RESULTS AND DISCUSSION…………………………………………………
13
Place of Origin of the Respondents………………………………………
13
Demographic Profile of the Respondents………………………………..
13
Segmentation of Tourists………………………………………………...
18
Motivation of Tourists to Travel…………………………………………
19
Ratings of Facilities and Services
Availed by Tourists in Sagada…………………………………………...
22
Problems Encountered by the Tourists in Sagada……………………….
24
Suggestion of the Respondents
to Improve Tourism in Sagada………………………………………......
25
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS………………
27
Summary………………………………………………………………… 27
Conclusions……………………………………………………………… 28
Recommendations……………………………………………………..... 28
LITERATURE CITED…………………………………………………………..
29
APPENDIX……………………………………………………………………… 30
Survey Questionnaire for Tourist………………………………………...
30
iv
1
INTRODUCTION
Rationale
Tourism is the world’s largest and fastest growing industry with annual
worldwide revenue of over 3.4 trillion. It can bring substantial economic benefits, a very
much service –oriented industry. It is proven to be an income generator and dollar earner
even in times of economic crisis; still it works to provide income from both domestic and
foreign tourists.
For over four decades now, tourism has been considered as an economic remedy
for developing countries. Often dubbed as the white industry, it is thought to be a vital
development agent and an ideal economic alternative to various traditional primary and
secondary sectors. International tourism, particularly in developed and developing
countries perform a vital role in generating the needed foreign exchange earnings,
infusing badly needed capital into the economy (Salamanca, 2006).
The global travel and tourism industry now accounts for over 25% of the world’s
trade, and nearly 10% of global employment. According to the World Travel and
Tourism Council (WTTC) as cited by Salamanca (2006) travel and tourism supports
more than 200 million jobs worldwide. Tourism represents around 35% of the world’s
exports of services and over 70% in Least Developed Country (LCDs).
In the Philippines tourism industry is a vital economic generator and employer. In
fact, it is currently one of the major forces driving our nation’s progress (Libosada 2003).
Employment in the tourism-related sectors is growing faster than any other sector in the
province. Foreign visitors traveling and vacationing in the country generate 92% or US $
2,700.57 million (Salamanca, 2006).
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
2
The Philippines stands at the crossroads of the developed western world and the
Orient. It lies in the heart of Southeast Asia, stretching more than 1,840 kilometers.
Composed of 7,107 islands, the Philippine is readily accessible to the different capitals of
the world. Its three main islands are Luzon, Visayas and Mindanao. The unique location
has made the Philippine the commercial, cultural and intellectual hub of Asia from the
dawn of history (DOT, 2000).
West of Bontoc in the Mountain Province in Northern Luzon nestles a pastoral
upland valley, Sagada, a popular tourist hub. This quaint haven is linked to Baguio city
by one of the most scenic highways in the country, the Halsema.The roller-coaster may
be a little bit shaky but the sight of an endless expanse of mountain ranges is worth the
trip. As one moves on, lyrical sights unfold with every twist and turn. Early morning mist
hugs the mountains and give them the appearance of Chinese brush paintings (Gabor,
1996).
Popular as a destination of foreign adventurers, Sagada features caves that can be
explored (even by non-experts) with the aid of local guides, an interesting hike along an
underground river, a waterfall and pool to cool off in after a day of exploring, and a quiet
serenity only found off the beaten path. The forebears of the current residents practiced
an unusual burial practice by hanging and stacking coffins, hewed from tree trunks, in the
limestone karts cliffs and caves near town
Though Sagada earns significantly from its tourism industry, agriculture still is
the main source of income in Sagada. Cabbages, carrots, and potatoes are common crops
while rice is planted for household consumption. The tourism industries in the
municipality of Sagada started in 1970’s.Tourists then were mostly missionaries and the
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
3
more adventurous young, energetic and hippie styled Filipinos from the lowlands. The
big tourism boom started in the early 80’s when a number of tourist from western
countries flocked to Sagada thus, giving an opportunity to the people of
Sagada.Hotels,inns,and restaurants were built to accommodate the influx of foreign and
local tourists (Magwilang, 2001).
Given all this information, there is an interest to study the tourists’ assessment on
facilities and services offered in Sagada, Mountain Province.
Statement of the Problem
This study was conducted in order to know the tourists’ assessment on facilities
and services in Sagada, Mountain Province.
Specifically, this study aimed to answer the following questions:
1. What is the demographic profile of the tourists visiting Sagada?
2. What segment do the tourists belong?
3. What motivated the tourists to travel in Sagada?
4. What specific attractions tourists want to see in Sagada?
5. What are the facilities and services that the tourists availed and their ratings?
6. What are the problems encountered by the tourists in Sagada?
Objectives of the Study
This study aimed to:
1. Determine the demographic profile of tourists visiting Sagada
2. Identify the tourists segment
3. Determine the motives of tourists in traveling to Sagada
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
4
4. Identify the specific attractions the tourists want to see in Sagada
5. Identify the facilities and services availed and their ratings
6. Determine the problems encountered by the tourists in Sagada.
Importance of the Study
The findings of the study will provide information affecting tourism in Sagada,
Mountain Province. The information may be used in the formulation of policies and
guidelines to make tourism a better instrument for development. Findings may also be
used by the Sagada Municipal Tourism Council in determining what project to implement
for the protection and conservation of tourists spots. Likewise, findings may help the
residents who are engaged in business to improve the facilities and services through
tourism. It may also inform the tourists on the problem they may encounter in visiting the
place.
Scope and Delimitation of the Study
The study was conducted in Sagada, Mountain Province. The study was limited
on the tourists’ assessment on facilities and services in Sagada.The respondents were
tourists who visited the area; hence perceptions of local residents were not included.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
5
REVIEW OF LITERATURE
Definition of Tourism
The two pioneers of tourism research, Hunziker and Krapf as cited by Vanhove
(2005) defined tourism as "the sum of the phenomena and relationships arising from the
travel and stay of non-residents, insofar as they do not lead to permanent residence and
are not connected with any earning activity." In 1981 AIEST (Association Internationale
d’Experts Scientifiques du Tourisme) discussed the definition of tourism once again on
the occasion of the annual congress in Cardiff. The congress accepted tourism as the
entirety of interrelations and phenomena which result from people traveling and stopping
at places which neither their main continuous domiciles nor place of work either for
leisure or in the context of business activities or study (Vanhove 2005)
Tourism as mentioned by Salamanca (2006) is highly a service-oriented industry
and, as such demands people to perform the services needed to render to the visiting
tourists, local or foreign. These people must be capable of providing quality service to
tourists and should possess the qualifications, attitudes, knowledge and skills in order to
be competent in handling the duties and responsibilities required in the tourism or
hospitality industry.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
6
Demographic Profile
Cruz (1982) has identified significant factors influencing travel demand.
These are:
Age. The elderly because if increasing infirmity are less prone to take holidays
away. The younger age group is usually interested in new places and experiences. Young
people have a high tolerance for all type of new experiences.
Sex.Women show a greater proclivity to go away on holiday than men do.
Family Circumstances. Families which are in the -rearing stage tend to travel less.
Level of Income. The more affluent members of the society are the ones who
travel most.
Education. The better educated members of the population have a higher
propensity to travel. Those with a better education travel more.
Cost. Countries receiving tourists must be able to compete with the cost of
holidays in the generating countries.
Travelers usually go to the places which offer low-cost food, accommodation,
transportation.
Segmentation of Tourists
The Department of Tourism (DOT, 2000) as cited by Tanggana (2005) identified
the different market segments of tourists from tourism statistics, site data analysis, site
observations, and discussions with travel industry operations. These are: 1)Domestic
tourism segment-includes the families traveling together;students;club members like
mountain climbing,caving,office groups traveling; an pilgrims. 2) International tourism
segment-includes balikbayans sometimes with foreign friends; international travelers on
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
7
packaged tours who arranged their accommodation, flights, and transfer with a ground
operator and pre-booked as a package in the source market; free and independent
travelers, who often travel without guide; scuba diving; and other special interest like
seminars, conferences, outreach programs or as a part often on vocational duties;
mountaineers; cavers; river runners; bird watchers.
Motivations of Tourist to Travel
Cruz (1982) identified the four categories of basic travel motivators as follows:
1. Physical motivators-include those related to physical rest, sports participation,
beach recreation, relaxing entertainment and other motivations directly connected with
health.
2. Cultural motivators-include the desire to know about other countries –their
dances, music, folklore, paintings and religions
3. Interpersonal motivators-include a desire to meet new people, visit friends or
relatives, escape from routines, from family and neighbors and make new friendships
4. Status and prestige motivators-pertain to ego needs and personal development;
include trips related to business, conventions, study and pursuit of hobbies and recreation.
Tourists’ Attraction in Sagada
According to Vanhove (2005), without attractions there is no tourism. They are
the key element of the tourism system, with the ability to attract people to destinations.
The attractions can be of varied nature.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
8
Rice
Terraces. Scattered all over the Cordilleras, the most famous of these
terraces are found in neighboring Banaue, Ifugao. Sagada has its own terraces - lesser
known but equally as spectacular! Whereas the walls of Banaue's terraces are of
compacted earth, Sagada's walls are small rocks laboriously piled one on top of the other.
One sees the same though... giant steps carved by hand out of whole mountainsides
provide for terrific viewing.
Bomod-ok Falls. Reaching Bomod-ok (locally known as the Big Falls) takes a
relatively taxing four-hour effort from town for the hiker but, the scenery is more than
worth the effort. At the foot of the Big Falls is a pool of crystal clear water, where a swim
is enough to refresh a weary hiker. Intrepid enough visitors may trace where the water
comes from starting at the top of the waterfalls and they would be lead by the stream trail
to a nice picnic grove.
Bokong falls. Equally as exciting as Bomod-ok’s falls whose pool at the foot of
the waterfalls is deeper though smaller than Bomod-ok's. The pool basin as well as the
precipice is carved out of solid rock, the result of the continuous beating by the water for
centuries as it persistently pushed its way downstream. Bokong's beauty is complimented
by the splendor of the rice terraces looming along the footpath to the waterfalls - a perfect
harmony of natural and man-made.
Sumaguing Cave. The one most popular to visitors, is a 40-minute walk from
Sagada on the Suyo road. Unusual limestone formations are found in the cave.
Crystal Cave. Situated southwest of Sumaguing Cave and around two kms from
the Poblacion, this cave is rich with stalactites and stalagmites. Stalactite is an icicle-
shaped deposit of carbonate of lime hanging from the roof of a cave while stalagmite is a
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
9
cone- shape deposit of carbonate of lime built up on the floor of a cave by drip, often
from a stalactite above.
Lumiang Cave. A 30-minute walk from Sagada on the way to the Big Cave, this
burial cave, where many old and a few newer coffins are stacked, is well worth a visit.
The coffins can be viewed from the large entrance so there is no need to go inside.
Matangkib Cave. A smaller and more accessible burial cave. It is the second level
of the Latang Underground River. The inner chamber of the cave contains the old
traditional types of coffins from trunks of pine trees. It is only around 50 meters away
from the main road of Nangonogan.
Ganduyan Museum. Located right at the center of the town; this small private
museum has a display of the best of the Cordillera crafts, both new and antique. Display
and collection includes beautiful baskets, tapestry, metal craft, etc.
Masferre's Photographs. Displays of old Masferre prints are worth viewing and
Masferre T-shirts are for sale along with other local books, cards, etc.
Episcopal Church of Saint Mary the Virgin. Built in the early 1900`s, this place of
worship is one of the most famous landmarks of Sagada. Beyond the church are the
limestone cliffs and pine scented air of Echo Valley and Calvary Hill.
Sagada Weaving House. Located along the Bontoc Road, the Sagada Weaving
House is where one can actually witness the centuries old way of hand-weaving the
natives’ traditional skirts.
Facilities and Services
The DOT (2001) as cited by Alampay has identified ten accommodation
establishments operating in Sagada.All these establishments are owned and managed by
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
10
people from the place. The community hospital, high school, and what used to be
convent-all church-owned-accept guests when there are no more rooms available in the
commercial facilities. Private homes complement these rooms during peak months of
December, April, and May.
There are also weaving industries, handicrafts and furniture shops, one hospital
and a Rural Health Unit both located at barangay Poblacion.Modern telecommunications
facilities are available. Cable television was introduced in 1994 and cellular phone
services in December 2001.Modern computer and internet are also offered in Sagada.
Problems Encountered
Tanggana (2005) mentioned common problems tourists encountered in
Banaue,Ifogao as; rough roads as the most common problem, insufficient streetlights, and
lack of printed information about Banaue.Other problems are slippery and dangerous
mountain trails, poor sanitation, lack of security, inconvenient accommodation and
transportation facilities, lack of first aid assistants, and others.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
11
METHODOLOGY
Locale and Time of the Study
This study was conducted from April-May 2008 in the municipality of Sagada,
Mountain Province. In the midst of the Cordillera Mountains in Northwestern Philippines
lies an enchanting town called Sagada of the Mountain Province, one of the six (6)
provinces of the Cordilleras. A popular destination for local and foreign tourists, Sagada
is known for its pleasant climate. The coolest months in this, area is from December to
February when temperature can drop to 40 degree Centigrade (40). However, mountain
temperature is usually moderate, offering warm days for hiking and cool nights for
sleeping.
Respondents of the Study
The respondents of this study were domestic and international tourists who visited
Sagada. The two major market segments of tourists as identified by DOT (2002) are
international and domestic tourists. These are independent travelers, family travelers,
international travelers on packaged tours, educational tours, balikbayan with foreign
friends, and students of educational tour, club member travelers, professional on
educational tour, travelers with friends and others.
The respondents were randomly selected from the tourists who visited the place
during the time of the study.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
12
Data Collection
Data gathering was done using survey questionnaires. Informal interviews with
the tourists were also done to supplement the information that was gathered from the
questionnaire.
Data Gathered
The data gathered included the demographic profile of the tourists, their
segmentation, their motivation to travel, the specific attractions they wanted to see in
Sagada, the rate of satisfaction on the services and facilities offered to them, the problems
encountered while staying in Sagada, and their suggestions for the improvement of
tourism in Sagada.
Data Analysis
The collected data were consolidated, categorized, and tabulated. Descriptive
statistics such as frequency counts and percentages, averages and ranking were used for
the interpretation of the data.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
13
RESULTS AND DISCUSSION
Place of Origin of the Respondents
Table 1 presents the place and origin of the respondents.
Among the 42 domestic tourists, 18(43%) were from the National Capital Region
(NCR) comprising Manila, Makati City, Marikina City,Quezon City, Caloocan
City,Taguig City and other areas in Metro Manila. Twelve (29%) of the respondents were
from the Cordillera Region comprising Abra,Baguio City,Benguet Province, and from the
other areas of Mountain Province. Six came from the CALABARZON region comprising
Rizal, and Laguna. Two (5%) were from the Ilocos Region and another from Bicol
Region, while one (2%) is from Central Luzon, and another one (2%) respondent from
Eastern Visayas.
For the international tourists, 4 (20%) came from the United States of America,
and another 4 (20%) came from Canada. Five (25%) were from Asia and also 5 (25%)
from Europe. One respondent is from Australia and also one from New Guinea
Demographic Profile of the Respondents
Table 2 presents the age, gender, and civil status, number of children of the
married respondents, educational attainment and occupation of the respondents.
Age range. The oldest among the 62 respondents was 59 years old while the
youngest is 17 years old. For domestic tourist, 13 (30.95%) respondents are aged 15-20
and also 13 (30.95%) are aged 21-25 years old, the mean age was 26 years. On the other
hand 8 (40%) international tourist are within the age range of 26-30 years old. The mean
age of the international respondent was 31 years old and the mean age of all the
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
14
respondents was 28 years old. The result proves that younger people area more
adventurous, eager to see new places and experiences, while the elderly are less prone to
take holidays away because of increasing infirmity.
Sex. Among the 42 domestic tourists 25 (60%) are female, while 17 (41%) are
male. On the other hand, among the 20 international respondents 12 (60%) are female
while 8 (40%) are male. Women as what Cruz (1982) said show greater proclivity to
travel than men do.
Table 1. Place of origin of the respondents
PROFILE FREQUENCY
PERCENTAGE
(F)
(P)
Domestic Tourist
NCR
18
43
CAR
12
29
CALABARZON
6
14
Ilocos Region
2
5
Bicol Region
2
5
Central Luzon
1
2
Eastern Visayas
1
2
TOTAL
42 100
International Tourist
United States
4
20
Canada
4
20
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
15
Table 1. Continued.
PROFILE FREQUENCY
PERCENTAGE
(F)
(P)
Europe
5
25
Asia
5
25
Australia
1
5
New Guinea
1
5
TOTAL
20 100
Civil status. Table 2 shows that among the 42 domestic respondents 33 (79%) are
single, 8 (19%) are married. There is only one (2%) widow respondent. In comparison to
international tourist, 13 (65%) are still single, 6 (30%) are married and one (5%)
respondent is divorced
Number of children. Among the 8 married and one widow domestic respondents 4
(44%) have two children, 3 (33%) have 3 children and 1 (11%) has 4 children and
another 1 (11%) respondent has 5 children. For the 6 married and 1 divorced international
tourists 3 (43%) have two children, 2 (29%) have 1 child and one (14%) have three
children and no child respectively.
Highest educational attainment. All the 62 domestic and international respondents
had gone to school. For the domestic tourists 20 (47.62%) were college graduate, 16
(38.10%) college undergraduate, 5 (12%) were high school graduate and 1 (2%) was
vocational graduate. For the international tourists 16 (80%) were college graduate and
4(20%) were college undergraduate. Base on the result of the study, person with higher
educational attainment travel more.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
16
Occupation. Among the 42 domestic respondents 9 (21.42%) were students, 15
(35.71%) were non-government employees. There were 14 (33.33%) who were self-
employed and 4 (10%) were government employees. For the international respondents 8
(40%) were self-employed and 20% were non-government, government employee and
student respectively.
Table 2. Demographic profile of the respondents
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Age
Range
15-20
13
30.95
3
15
16
26
21-25
13
30.95
2
10
15
24
26-30
9
21.43
8
40
17
27
31-40
3
7.14
5
25
8
13
41-50
3
7.14
0
0
3
5
51-60
1
2.39
2
10
3
5
TOTAL
42 100 20 100 62 100
MEAN
26 31 28
Sex
Female
25
60
12
60
37
60
Male
17
40
8
40
25
40
TOTAL
42 100 20 100 62 100
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
17
Table
2.
Continued.
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Civil
Status
Single
33
79
13
65
46
74
Married
8
19.04
6
30
14
23
Widow
1
2.38
0
0
1
2
Divorced
0
0
1
5
1
2
TOTAL
42 100 20 100 62 100
Number
of
children
None
0
0
1
14
1
6
1 child
0
0
2
29
2
13
2 children
4
44.44
3
43
7
44
3 children
2
33.33
1
14
4
25
4 children
1
11.11
0
0
1
6
5 children
1
11.11
0
0
1
6
TOTAL
9 100 7 100 16 100
Highest
Educational
Attainment
High School Level
5
12
0
0
5
8
College graduate
20
47.62
16
80
36
55
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
18
Table 2. Continued.
PROFILE DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
College undergraduate
16
38.10
4
40
20
36
Vocational graduate
1
2.38
0
0
1
2
TOTAL
42 100 20 100 62 100
Occupation
Government employee
4
10
4
20
8
12.9
Non-gov’t employee
15
35.71
4
20
19
27.42
Self-employed
14
33.33
8
40
22
27.42
Student
9
21.42
4
20
13
32.26
TOTAL
42
100
20
100
62
100
Segmentation of Tourists
Table 3 shows the different market segmentation of tourists visiting Sagada.
Domestic tourists. There were 15 (35.71%) family travelers, 9 (21.43%) were
students, 8 (19%) were club member travelers, 7 (17%) traveled on outreach
program/educational tour and 7.14% were pilgrims.
International tourists. Among the 20 international respondents, 17 (85%) were
independent travelers or those who traveled without guides and did not arrange their trips
with travel agencies. There was one (5%) balikbayan with foreign friends, one traveler
with packaged tour and one who traveled on educational tour.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
19
Table 3. Segmentation of tourist
SEGMENTATION FREQUENCY
PERCENTAGE
(F)
(P)
Domestic tourist
Family travel
15
37.71
Student
9
21.43
Club member travelers
8
19
Pilgrims
3
7.14
Outreach/educational tour
7
17
TOTAL 42
100
International tourist
Balikbayan w/ foreign friends
1
5
International traveler on packaged tour
1
5
Free and independent traveler
17
85
Educational tour
1
5
TOTAL 20
100
Motivations of Tourists to Travel
Table 4 shows the four basic motivations of tourists to travel.
Physical motivation. Seventy-eight percent of domestic tourists and 85% of the
international tourists were motivated to travel for relaxation or rest. Other motivations
include sports, health and scenery.
Interpersonal motivations. For the domestic tourists 48% were motivated to travel
to meet other people, 36% break from routine, 29% for self-discovery, 19% to maintain
social contacts and 12 % to visit friends and relatives. For the international tourists 50%
were motivated to meet other people, to break from routine, and for self-discovery. Only
10% said to visit friends and to maintain social contacts.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
20
Cultural motivations. Majority (76%) of the domestic tourists and 80% of the
international tourists traveled to Sagada to know the ethnic practices and cultures of the
people. Others said they wanted to experience live in Sagada.
Status and prestige motivator. Majority of the international tourists traveled to
pursue hobbies like mountain climbing, trekking, spelunking and other related hobbies,
10% traveled for business and educational purposes. For the domestic tourists, 33%
traveled for education.9.52% to pursue hobbies, and 14% for business and 5% for
convention.
Tourist Attractions in Sagada
Table 5 presents the specific attractions that the tourists wanted to see in Sagada.
The site attractions are natural and man-made such as caves, rice terraces, waterfalls,
hanging coffins, echo valley, and other attractions. Table shows that all (100%) the
domestic and international tourists wanted to see the caves. Other attractions are the
hanging coffins where 86% of the domestic and 90% of the international tourists would
like to see.
Majority (83%) of the domestic tourists wanted to see the waterfalls, 79% wanted
to see/experience echo valley and 69% wanted to see the rice terraces. Eighty percent of
the international tourists wanted to see the rice terraces, waterfalls and echo valley. The
other tourists’ attractions are the trees, mountains, weaving and handicrafts industries.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
21
Table 4. Motivation of tourists to travel
MOTIVATION DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F % F % F %
Physical
Motivators
Sports
4
10
13
65
17
27
Health
1
2
2
10
3
5
Relaxation/Rest
33
79
17
85
50
81
Scenery
25
60
15
75
40
65
Cultural
Motivators
Know culture of the people
32
76
16
80
48
77
Want to experience living
in Sagada
5
12
7
35
12
19
Social
Motivators
Meet other people
20
48
10
50
30
48
Visit friends and relatives
5
12
2
10
7
11
Break from routinary work
15
36
10
50
25
40
Self-discovery
12
29
10
50
22
35
Maintain social contacts
8
19
2
10
10
16
Status
and
Prestige
Motivators
Business
6
14
2
10
8
13
Conventions
2
5
0
0
2
3
Study/education
14
33
2
10
16
26
Pursuit of hobbies
4
9
12
60
16
39
*multiple response
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
22
Table 5. Specific tourist attractions in Sagada
ATTRACTIONS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Caves 42
100
20
100
62
100
Hanging coffins
36
86
20
100
56
87
Water falls
35
83
18
90
53
82
Echo valley
33
79
16
80
49
79
Rice terraces
29
69
16
80
45
73
Mountains 2
5
16
80
18
29
Trees 4
10
2
10
6
10
Weaving and handicrafts
5
12
8
40
13
21
Museum 2
5
5
25
7
11
*multiple response
Ratings of Facilities and Services Availed by the Tourist in Sagada
Respondents rank the tourist facilities and services. Ratings used in ranking were
as follows; 1-very unsatisfactory; 2-unsatisfactory; 3-undecided; 4-satisfactory; 5-very
satisfactory (Table 6).
The thirteen facilities and services available in Sagada were arranged from
highest to lowest rate. Both domestic and international tourists rated woven and
handicrafts as satisfactory, 4.3 and 4.47 respectively and both also rated public restrooms
as the lowest, 1.89 and 2.27 respectively. However, looking at the total mean ratings of
the domestic and international tourists the woven and handicrafts ranked first
(satisfactory-4.39) followed by accommodation (4.21), tour guides (4.02), food services
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
23
(3.85), tourist information center (3.74), communication facilities (3.5), gasoline station
(2.96), hospital (2.63), bank (2.61), entertainment (2.57), road access (2.40), information
materials (2.38), and the lowest is the public restrooms (2.08).
Table 6. Ratings of facilities and services availed by the tourist in Sagada
FACILITIES AND
DOMESTIC
INTERNATIONAL
TOTAL
SERVICES
TOURIST
TOURIST
AVE.MEAN
Woven and handicrafts
4.3
4.35
4.39
Accommodation 4.08
4.25
4.21
Tour guides
3.78
4.0
4.02
Food services
3.69
3.85
3.85
Tourist information center
personnel
3.62
3.50
3.74
Communication facilities
3.5
3.57
3.50
Gasoline station
2.34
2.43
2.96
Hospital 2.82
2.67
2.63
Bank 2.55
2.71
2.61
Entertainment 2.43
2.75
2.57
Road access
2.05
2.42
2.40
Information materials
2.33
2.27
2.38
Public restrooms
1.89
2.27
2.08
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
24
Problems Encountered by the Tourist in Sagada
All the domestic tourist mentioned rough road as the main problem encountered
while 55% of the international tourist also mentioned rough road a problem. The absence
of public toilet near the tourist spots is another problem as mentioned by 60% of
domestic tourist and 55% of the international tourist. The lack of printed information
about Sagada was also mentioned by domestic tourist (52%) and international tourist
(55%) as another problem. According to them they don’t have sufficient printed
information such as pamphlets and brochures about the place. Other problems worth
mentioning are no ample lights on streets, no first aid assistants, slippery and dangerous
mountain trails, unfriendly information center personnel, and not enough parking spaces.
The lack of security and lack of laundry shops was also found a problem to domestic
tourist.
Table 7. Problems encountered by the tourists in Sagada
PROBLEMS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Rough road
38
90.47
11
55
49
79
No public toilet near the
tourist spot
25
60
9
45
34
55
Lack of printed
information about Sagada
22
52.38
11
55
33
53
No public toilet near the
tourist spot
18
43
7
35
25
40
No ample lights on streets
19
45.23
2
10
21
33
Slippery and dangerous
mountain trails
6
14.28
3
15
9
15
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
25
Table 7. Continued.
PROBLEMS DOMESTIC
INTERNATIONAL
TOTAL
TOURIST
TOURIST
F
%
F
%
F
%
Not enough parking
spaces
5
12
2
10
7
11
Unfriendly information
center personnel
5
12
1
5
6
10
Lack of security
4
9.52
0
0
4
6
Lack of laundry shops
3
7.17
0
0
3
5
*multiple response
Tourists Suggestion to Improve Tourism in Sagada
Table 8 shows that among the 62 respondents, 25 of them suggested that road
must be concreted, 21 suggested that publish more information materials and maps about
Sagada. The other suggestions mentioned were maintain hospitality and develop
friendliness towards tourists, maintain cleanliness, preserve the natural attractions, build
more inns and guesthouses, establish laundry shops, install additional lights on the
streets. Some also suggested that there should be online booking and reservations on the
inns and guesthouses, and more training for the guides on first aid training, mountain
climbing, trekking, spelunking and other related hobbies.
Tourist Assessment on Facilities and Services in Sagada,
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Table 8. Tourists’ suggestion to improve tourism in Sagada
SUGGESTION DOMESTIC
INTER-
TOTAL
TOURIST
NATIONAL
TOURIST
F % F % F %
Road concretion
16
38.09
4
20
20
32.25
Publish more information
materials and maps about Sagada
9
21.42
12
60
21
33.87
Maintain hospitality
5
11.90
5
25
10
16.12
Preservation of the natural tourist
attraction
3
7.15
5
25
8
12.90
More inns and guesthouses
enough to accommodate tourists
4
9.52
2
10
6
9.67
Maintain cleanliness
2
4.76
3
15
5
8.06
Additional lights on streets
4
9.52
1
5
5
8.06
Develop friendliness towards
tourists
2
4.76
1
5
3
4.83
There should be online booking
and reservation on the inns and
guesthouses
3
7.14
8
40
11
17.74
Training for the guides on first
aid, mountain climbing, trekking
and other related hobbies
2
4.76
5
25
7
11.29
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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SUMMARY, CONCLUSION AND RECOMMENDATION
Summary
This study was conducted in Sagada, Mountain Province to determine the
demographic profile of the tourists visiting Sagada, to identify the segment they belong
to, their motivation to travel, the specific attractions tourists want to see, the facilities and
services that they availed of, and the problems encountered by the tourist who visited
Sagada.
There were 62 respondents composed of 42 domestic tourists and 20 international
tourists. The research was done in the month of April-May 2008. Survey questionnaires
were floated to the tourists as a mean of gathering data while key informant interview
was done to supplement the gathered information. The data was collated through
frequency, percentage and ranking.
Majority of the domestic tourists were from the National Capital Region (NCR)
while the international tourists were from North America. The total mean age of the
tourists was 28. Most respondents were females, single, and having two children for the
married. As to respondents’ educational attainment, all of them attended formal education
and most of them earned a degree in college. Most of the respondents had jobs or self-
employed.
The foreign tourists were independent travelers who traveled without guides and
did not arrange their trip with any agencies.
Majority of the respondents have been motivated to travel by the need for
relaxation and rest, desire to know the culture of the people in Sagada, meet other people
and pursue hobbies.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
28
All of the respondents visited Sagada primarily to see the caves.
Both foreign and domestic tourists rated weaving and handicrafts,
accommodation, food services and tour guides satisfactory.
The rough road was the most common problem to the domestic and international
tourists.
Conclusions
Based on the findings of the study, the following conclusions were drawn.
1. Younger people are more prone to travel than older ones. Females, singles and
couples having two children are likely to influence travel demand. Better members of the
population have higher tendency to travel.
2. Many of the international tourists arriving in Sagada are independent travelers
while domestic tourists were on family travel.
3. Caves are the main attraction for tourists in Sagada.
Recommendations
Based on the findings of the study, the following recommendations were made:
1. Improvement on the facilities and services that were rated very unsatisfactory
should be made in order to meet the standards of the tourists.
2. The tourist guides who are the primary source of information of the tourist
should be knowledgeable on the history and culture of the people in Sagada.
3. Natural attractions should be preserved by the local community.
4. More information materials must be provided for the tourists who can come in
the form of brochures of leaflets.
5. Concreting of the roads going to Sagada.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
29
LITERATURE CITED
CRUZ, Z. L. 1982. Tourism: An Introduction. Rex Bookstore Inc. Manila, Philippines.
Pp. 37-41, 57.
DEPARTMENT OF TOURISM (DOT). 2005. Tourism: A Major Contributor to the
Philippine Economic Growth.
DEPARTMENT OF TOURISM (DOT). 2000. The Philippine Ultimate Travel Guide for
Tourists.
LIBOSADA, C. M. Jr.2003.Domestic Tourism. Anvil Publishing, Inc.Pasig City
Philippines. Pp. 12, 15.
GABOR, M. T. 1996. Philippines Travel Guide. Department of Tourism. P.101.
MAGWILANG, F. M. 2001.The Contributions of Tourism to the Economy of Sagada,
Mt. Province. BS Thesis. Benguet State University, La Trinidad Benguet. P. 5.
TANGGANA, J.M. 2005. Assessment of Tourists and Tourists Facilities and Services in
Banaue, Ifugao. BS Thesis. Benguet State University, La Trinidad Benguet. Pp. 7,
12.
SALAMANCA, M.D.N. 2006. Tour Guiding as a Profession.Mindshapers Cor.,
Inc.Makati City, Philippines. Pp. 1-7.
VANHOVE, N. 2005. The Economics of Tourism Destinations. Elsevier Butterworth-
Heinemann Publication, Linacre House Jordan Hill, Oxford OX28 DP. Pp. 2, 6,
76.
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
30
APPENDIX A
Survey Questionnaire for Tourists
Instruction: Please put a check mark or fill up the blanks provided for your answers.
Kindly answer all the questions honestly. This survey questionnaire will be treated with
confidentiality. Thank you!
1. Demographic Profile
Name :( optional) ______________________________________________________
Home Address: ________________________________Nationality:_________________
Age: ____________ Gender: ______male_______female
Civil Status:
_______Single
_______Married
_______Widow/er
_______Separated/divorced
If married,widow/er,divorced/separated,no.of children: _____________
Age range of children: ________________
Educational Attainment :( Kindly check the highest educational attainment)
Graduate Undergraduate
Elementary level __________ ____________
High school level __________ ____________
College level __________ ____________
Vocational __________ ____________
Tourist Assessment on Facilities and Services in Sagada,
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Occupation:
________Government employee (pls.specify work) ___________________________
________Non-government employee (pls.specify work) ________________________
________Self-employed (pls.specify business engaged into) _____________________
________Student
2. Where do you belong in the market segment of tourist?
A. Domestic Tourism Segment (for local tourists)
________Family travel
________Student/s
________Club members like office group travel
________Pilgrims
________Seminars/conferences
________Outreach programs/educational tours
________Others, pls.specify:_____________________
B.International Tourism Segment (for foreign tourists and foreign citizen)
________Balikbayans
________Balikbayans with foreign friend/s
________International travelers on packaged tours (arrange travel with tour agencies)
________Free and independent travelers (travel without guides and did not arrange with tour
agencies)
________Outreach programs/educational tours
________Others, pls.specify:____________________________
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3. What motivates you to travel?
A. Personal motivators
_________Rest
_________Sports
_________Health
_________Relaxation
_________Scenery, pls.specify:________________________
_________________________
_________________________
_________________________
_________Others, pls.specify:____________________________________________
B. Cultural motivators
_________To know the cultures and ethnic of the people
_________Others, pls.specify:____________________________________________
C. Social motivators
_________Meet other people
_________Visit friends or relatives
_________Break from routinary work
_________Self-discovery
_________Maintain social contacts
_________Others, pls.specify:____________________________________________
D. Status and prestige motivators
_________Business
Tourist Assessment on Facilities and Services in Sagada,
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_________Conventions
_________Study/education
_________Pursuit of hobbies like mountain climbing
4. What do you want to see in Sagada?
_________Rice Terraces
_________Caves
_________Waterfalls
_________Hanging coffins
_________Echo valley
_________Others, pls.specify:____________________________________________
5. Please rate only those facilities and services you availed in Sagada.
1-very unsatisfactory 2-unsatisfactory 3-undecided 4-satisfactory 5-very satisfactory
Accommodation 1
2
3
4
5
Road accessibility
1
2
3
4
5
Food services
1
2
3
4
5
Communication facilities
1
2
3
4
5
Entertainment 1
2
3
4
5
Handicrafts and woven crafts
1
2
3
4
5
Gasoline station
1
2
3
4
5
Tour guides
1
2
3
4
5
Tourist information center
1
2
3
4
5
Banks 1
2
3
4
5
Hospitals 1
2
3
4
5
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
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Computer and internet services
1
2
3
4
5
Public rest rooms
1
2
3
4
5
Information materials (e.g. brochures)
1
2
3
4
5
6. What are the problems you encountered during your stay in Sagada?
__________Rough road
__________Slippery and dangerous mountain trails
__________No ample lights in street
__________No first aid assistant/s
__________Unfriendly information center personnel
__________Lack of security
__________Inconvenience in housing and accommodation
__________Lack of printed information about Sagada like maps, books, brochures, etc.
__________Others, pls.specify:_____________________________________________
7. What is/are your recommendation/s about the existing problems?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
8. What is/are your suggestion/s to improve tourism in Sagada?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Tourist Assessment on Facilities and Services in Sagada,
Mountain Province /Jeremia L. Padang. 2009
Document Outline
- Tourist Assessment on Facilities andServices in Sagada, Mountain Province
- BIBIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Delimitation of the Study
- REVIEW OF LITERATURE
- Definition of Tourism
- Demographic Profile
- Segmentation of Tourists
- Motivations of Tourist to Travel
- Tourists� Attraction in Sagada
- Facilities and Services
- Problems Encountered
- METHODOLOGY
- RESULTS AND DISCUSSION
- Place of Origin of the Respondents
- Demographic Profile of the Respondents
- Segmentation of Tourists
- Motivations of Tourists to Travel
- Tourist Attractions in Sagada
- Ratings of Facilities and Services Availed by the Tourist in Sagada
- Problems Encountered by the Tourist in Sagada
- Tourists Suggestion to Improve Tourism in Sagada
- SUMMARY, CONCLUSION AND RECOMMENDATION
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDIX