Abstract / Excerpt:

The study aimed to understand the attitude of tourists, both foreign and local, towards the Island Garden City of Samal. A predictive correlational design in testing the proposed model depicting the relationship of island destination attributes and tourist attitude towards the destination was employed. A cross sectional approach to data gathering was also employed and survey was the main method in gathering the needed data. The profile of the respondents and the attributes of the island destination were analyzed using descriptive statistics while the hypotheses of the study were tested using multiple linear regression employing the stepwise method. Results of the study indicate that majority of the tourists who visit the island are between 31-45 years old. Females outnumber the males among the Filipino tourists while males are dominant among the foreigners. Those who visit the island destination have sufficient financial capability and most are graduates of a bachelors degree or vocational course. The destination attributes that significantly predict the attitude of Filipino tourists are water and power, accessibility and cost to travel, prices, landscape and transportation facilities. Among the foreign tourists, prices, climate and weather and transportation facilities significantly predicted their attitude. Overall, water and power, prices, climate and weather and beaches were found as significant predictors of attitude. Prices was found as the strongest predictor of attitude among Filipino tourists while climate and weather showed the strongest influence among foreign tourists. Interestingly, beaches significantly predicted overall attitude of tourists but showed the weakest influence when compared to the other significant predictors. Overall, profession, income, civil status, gender and nationality of the tourist moderated the relationship between tourist attitude and destination attributes particularly in terms of water and power supply, prices, climate and weather and beaches.
Among the Filipino tourists, the moderating effects of educational attainment and income to the relationship of water and power supply, prices, landscape and accessibility to tourist attitude were highly significant. However, when the moderating effects of the demographic variables were investigated among foreign tourists, no significant results were found. Comparatively, the Filipino tourists showed a more positive overall attitude than the foreign tourists. After the conclusion had been drawn, recommendations pertinent to policy, practice and research were presented.

Info

Source Institution	Ateneo de Davao University
Unit	Business and Governance
Authors	Crisostomo, Ramon T.
Page Count	276
Place of Publication	Davao City
Original Publication Date	March 1, 2011
Tags	Dissertations, Island Garden City of Samal, Research, Tourism, mindanao

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