Motivation, Perceived Values and Experiences of Tourists in Visiting Creative Tourism Destinations of Angono, Rizal and Paete, Laguna: As An Input For The Enhancement of The Creative Tourism Sites

MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF TOURISTS IN VISITING
CREATIVE TOURISM DESTINATIONS OF ANGONO, RIZAL AND PAETE, LAGUNA:

AS AN INPUT FOR THE ENHANCEMENT OF THE CREATIVE TOURISM SITES
A Thesis
Presented to the
Faculty of the
Department of Tourism and Transportation Management
Polytechnic University of the Philippines
In Partial Fulfillment
Of The Requirements for the Degree
Of Bachelor of Science in Tourism Management
By
MARY GRACE ANINANG

DIANA TERESE GURAY
PAMELA MILANES
TUESDAY ANN SONIDO
ALVIRNA JOY TUPAZ
2017
i
CERTIFICATION
This thesis entitled MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

TOURISTS IN VISITING CREATIVE TOURISM DESTINATIONS OF ANGONO, RIZAL AND
PAETE, LAGUNA: AS AN INPUT FOR THE ENHANCEMENT OF THE CREATIVE TOURISM
SITES prepared and submitted by ANINANG, MARY GRACE P., GURAY, DIANA
TERESE G., MILANES, PAMELA, SONIDO, TUESDAY ANN N., and TUPAZ, ALVIRNA
JOY R., in partial fulfilment of the requirements of the degree of Bachelor of Science
in Tourism Management has been examined and recommended for oral defense.
PROFESSOR REGINA B. ZUIGA

Adviser
APPROVAL SHEET
Approved by the Panel for Oral Defense on _______________ with a rating of

_______________.
_____________________
Prof. Lizbette R. Vergara
Chairperson
________________________ _____________________
Prof. Yolanda T. Montances Prof. Mary Ann DP. Buan
Member Member
____________________
Prof. David John Apigo
Member
Accepted in Partial fulfilment of the Degree of Bachelor of Science in Tourism

Management.
_______________________
Dr. Marietta D. Reyes, PhD.
Dean, CTHTM
ii
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This is to certify that the thesis:
MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

TOURISTS IN VISITING CREATIVE TOURISM
DESTINATIONS OF ANGONO, RIZAL AND PAETE, LAGUNA:
AS AN INPUT FOR THE ENHANCEMENT OF THE CREATIVE
TOURISM SITES
By the author/s:
MARY GRACE ANINANG; DIANA TERESE GURAY;

PAMELA MILANES; TUESDAY ANN SONIDO;
ALVIRNA JOY TUPAZ
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Date: 03/30/2017
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CERTIFICATION
This is to certify that Diana Terese G. Guray et al.,
Bachelor of Science in Tourism Management students of
Polytechnic University of the Philippines, sought
professional assistance for the statistical processing and
analysis of data for the thesis: MOTIVATION, PERCEIVED
VALUES AND EXPERIENCES OF TOURISTS IN VISITING
CREATIVE TOURISM DESTINATIONS OF ANGONO, RIZAL
AND PAETE, LAGUNA: AS AN INPUT FOR THE
ENHANCEMENT OF THE CREATIVE TOURISM SITES.
This certification is issued upon the request of the

abovementioned name for whatever academic purpose it
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Street, Sta. Mesa, manila.
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ACKNOWLEDGEMENT
The researchers would like to express their wholehearted gratitude and
appreciation to the people who helped, supported and encouraged them to push
through this research.
To Dr. Marietta D. Reyes, the college dean, for giving the researchers the
permission to conduct a meaningful research.
To Prof. Regina B. Zuniga, the researchers adviser, who supported and gave
proper advices and knowledge to develop this research.
To Mr. Nemesio Miranda, the owner of Nemiranda Arthouse and Gallery, and
to his fellow staffs for letting the researchers to conduct the survey within the
premises of the gallery and for gladly answering the interview questions.
To Mr. Michael Blanco and family, the owner of Blanco family Museum for
letting the researcher to conduct the research and entertaining the interview
questions as well.
To the local tourism office and few residents of Paete, Laguna, that warmly
welcomed the researchers in their beloved town.
To the consultants who criticized this research in the process and giving warm
advices and strengthening the knowledge of this research.
To the researchers friends who gave the needed moral support and
encouragement to continue the study.

v
To the researchers family that filled their inspirations with vast amount of
love and support.
And last but not the least, to the Almighty God that gave the needed guidance
along the whole process of the research.

vi
DEDICATION
This thesis is humbly dedicated by the researchers to the following despite of
all the struggles and obstacles that has been confronted in the process of this
meaningful research.
To the researchers parents who supported them with love and
encouragement, as well with the financial assistance given, to make this research
possible.
To the respondents, tourism management and site owners for being
responsible in helping the researchers with the data.
To the panelists and adviser that gave knowledge, suggestions and ideas to
improve this research.
And above all, to the Almighty God, for providing a loving guidance to the
researchers along the whole process.

vii
ABSTRACT
TITLE: MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

TOURISTS IN VISITING CREATIVE TOURISM DESTINATIONS OF
ANGONO, RIZAL AND PAETE, LAGUNA: AS AN INPUT FOR THE
ENHANCEMENT OF THE CREATIVE TOURISM SITES
RESEARCHERS: MARY GRACE ANINANG

DIANA TERESE GURAY
PAMELA MILANES
TUESDAY ANN SONIDO
ALVIRNA JOY TUPAZ
DEGREE: BACHELOR OF SCIENCE IN TOURISM MANAGEMENT
YEAR: MARCH 2017
ADVISER: PROF. REGINA B. ZUIGA
Everyone needs a break from the society and that is the purpose of tourism.
As time passes by, tourism develops into different forms. Creative tourism is a
growing and popular trend for the tourists who are looking for a different twist in
their itineraries. Creative tourism is a combination of tourism and cultural tourism
wherein as tourist travel for leisure, an artistic learning and any other culturally
related works will experience in creative tourism.

viii
This descriptive research is a study that assessed the satisfaction of the
tourists in different creative tourism sites to create an enhancement program that
will motivate them more to try this particular tourism trend; As well as to improve
the satisfaction in the perceived values and experiences. This research also proposes
an enhancement program that can improve the tourism destination sites in terms of
attraction, accessibility, services provided, safety & security, and facilities &
amenities.
The objective of this study is to understand the relationship between the
different factors that motivate the respondents, the perceived values and their actual
experiences through surveys and interviews. It will serve as an input for an
enhancement program to improve the areas.

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TABLE OF CONTENTS
Page
CERTIFICATION
Approval Sheet i
Certification of Grammarian ii
Certification of Statistician iii
ACKNOWLEDGEMENT iv
DEDICATION vi
ABSTRACT vii
LISTOF TABLES xii
LIST OF FIGURES xiv
CHAPTER 1: Problems and its Background
Introduction 1
Statement of the Problem 4
Hypothesis 5
Theoretical Framework 6
Conceptual Framework 10
Significance of the Study 10
Scope and Delimitations 12
Definition of Terms 14
x
CHAPTER 2: Review of Related Literature and Studies
Creative Tourism 17
Attraction 21
Accessibility 24
Services Provided 26
Safety and Security 29
Facilities and Amenities 32
Destinations with Potential Creative Tourism Site:
Angono, Rizal 34
Destinations with Potential Creative Tourism Site:
Paete, Laguna 37
Motivation 39
Perceived Values 44
Experiences 47
Synthesis of Related Literature and Study 49
CHAPTER 3: Methods and Procedure
Research Design 51
Population and Sampling 52
Respondents of the Study 52
Research Instrument 52
xi
Data Gathering Procedures 53
Statistical Treatment of the Data 54
CHAPTER 4: Presentation, Analysis and Interpretation of Data
Sub problem #1 57
Sub problem #2 63
Sub problem #3 71
CHAPTER 5: Summary, Conclusions and Recommendations
Summary 81
Conclusions 82
Recommendations 84
Enhancement Program 87
BIBLIOGRAPHY 94
APPENDICES
A. Letter of Permission 104
B. Survey Questionnaire 108
C. Curriculum Vitae 112

xii
LIST OF TABLES
Table Page
1 The interpreted degree of linear relationship
Using the range values for the
Pearsons r 55
2 Interpreted weighted mean scale 56
3 Respondents Assessment of Creative
Tourism Destinations Sites in terms
Of Motivation 57
Of Perceived Values 59
Of Experiences 61
6 Respondents Satisfaction in Visiting Creative
Tourism in terms of Attraction 64
Tourism in terms of Accessibility 65

xiii
Tourism in terms of Services Provided 66
Tourism in terms of Safety and Security 68
Tourism in terms of Facilities and Amenities 69
11 Correlation between Respondents Assessment
Of Creative Tourism Destination along
Motivation and their Level of Satisfaction 71
Perceived Values and their Level of Satisfaction 74
Experiences and their Level of Satisfaction 77
14 Proposed Enhancement Program for
Angono, Rizal and Paete, Laguna 88

xiv
LIST OF FIGURES
Figure Page
1 Theoretical Framework: Cromptoms Model of
Push and Pull Factor (1979) 7
2 Conceptual Framework for
Motivation, Perceived Values and
Experiences of the Tourists in Visiting
Creative Tourism Destinations of
Angono, Rizal and Paete, Laguna
As an Input for the Enhancement
Of the Creative Tourism Sites 9

1
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
This chapter provides the overview about creative tourism. It also contains
the problems that guided the researchers. In addition to that, the hypothesis, the
importance of the study as well as the scope and delimitations were also elaborated.
Overall, this chapter provides insight to the readers about what they should expect in
this study.
INTRODUCTION
Tourism is a part of our daily lives and a lot of trends occur in this sector.
According to Echtner and Jamal (1997), suggestions have been made for advancing
the evolution and integration of tourism studies. Tourism is a wide field to explore.
Since new generations search for an extraordinary experience, Creative Tourism
became famous to them. It captures people's attention and gains a growing
popularity in the field of Tourism.
People travel with different purposes and they usually tend to go to different
places to meet their self-expectations and feel satisfied. Some travelers visit different
places just for leisure and relaxation. Others are oriented towards museums and
cultural tour destinations to learn how other places work on their own environment,
as well as the people living within those areas. These are the normal and typical set
2
up of tours in different places. People tend to learn things from different places as
they visit their selected destinations. It is usually learning new information through
visuals and explanations of the guides. It is rare for people to actually get themselves
involved in the activities of their destinations. To participate in the activities of a
certain place is believed to be called and belong in creative tourism. Creative tourism
is a good form of tourism to help the tourists not by just making them see and listen
to the stories of their guides to learn, but to help these people to improve and mold
their skills relating to the activities that they can participate in with their tours.
Everyone needs a break from the society and that is the purpose of tourism.
As time passes by, tourism develops into different forms. Creative tourism is a
popular trend for this generation, especially for tourists with various tastes in
itineraries. Creative tourism is a combination of tourism and cultural tourism. As
tourist travel for leisure, an artistic learning and any other culturally related works
will experience in creative tourism. Apparently, creative tourism term was first used
by the UK Creative Industries Task Force (CITF) in its mapping document (1997),
defined as those activities which have their origin in individual creativity, skill and
talent, and which have a potential for wealth and job creation through the
generation and exploitation of intellectual property (CITF 2001: 5).
Because of the rareness of this form of tourism, humanity became interested
in knowing its relation to people and their motivations, to try creative tourism.
3
According to Cruz (2006), motivation occurs when an individual wants to satisfy a
need. Apparently, tourists want to escape from their daily lives or they want to learn
new things; their motivation to travel is important in analyzing their behavior.
Knowing the motivations and interests of the tourists will create a big help to the
developers of the certain area, and the area itself, to improve its growth.
The town of Paete in Laguna, the Carving Capital of the Philippines; and the
town of Angono in Rizal, the Art Capital of the country was chosen as the locale of
the study. The aforementioned places have certain characteristics that can be
considered as a Creative Tourism destination. Both places can be remembered as
sites that show a lot about their culture. The chosen locations in this study inform
numerous cultural activities. The craftsmen of these areas are naturally skilled, since
it has begun in the Spanish era at the Philippines. Hence, many people are amazed
and mesmerized by their crafts. The primary sources of income in these areas are
artworks.
The culture in Paete is reflected in the major livelihood of the people. The
economy of the town depends on the art of the people. The town is the founding
industry of papier-mch, but other countries have adapted the culture and became
the leading producer of papier-mch. Angono is the home for a family of painters
and a place blessed with talents. Many artists that the Philippines have produced
came from this town. As of now, the whole town is considered as the Biggest Art
4
Gallery. The creativity of the place itself attracts the attention of the people. These
issues are the primary factors that have been considered in the research. The
discussion of the problems will make the tourist more interested in these places.
The objective of this study is to comprehend the relationship between the
different factors that motivate the respondents, the perceived values and the actual
experiences for the development of creative tourism destinations.
This study evaluated the connection of the tourists' assessment between the
factors that motivate them to travel. Also, it aimed to know the difference between
the travelers perceived values (quality, emotional response, price and social aspect)
to their actual experiences on the selected destinations, based on the features that
they expect with the ones that they have actually obtained.
The information gathered would serve as a basis of a development plan in the
locales to improve the areas stated above. The aftermath may result in gaining more
tourists wherein both the tourists and the destination itself could benefit to fulfill
their own satisfactions.
STATEMENT OF THE PROBLEM
The study aimed to answer the following problems in order to make a basis
for a development plan in the selected creative tourism destination.
1. How do the respondents assess creative tourism destination sites in terms of:
5
1.1 Motivation
1.2 Perceived Values
1.3 Experiences
2. How satisfied are the respondents in visiting creative tourism sites in terms of:
2.1 Attraction
2.2 Accessibility
2.3 Services Provided
2.4 Safety and Security
2.5 Facilities and Amenities
3. Is there a significant correlation between the respondents assessment and their
level of satisfaction?
4. What enhancement program may be proposed towards the sustainability of the
selected creative tourism sites?
HYPOTHESIS
As of the statement of the problem, the hypothesis of the researchers is:
There is a significant correlation between the assessment of the respondents
in creative tourism sites in terms of motivation, perceived values and experiences,
and the satisfaction of the respondents in visiting those creative sites based on
6
attraction, accessibility, services provide, safety & security, and facilities and
amenities.
THEORETICAL FRAMEWORK
Motivating Factors. Generally, most of the tourist travel for so many reasons.
Every tourist has different needs and wants that should be given to them to reach
their satisfaction. Hence, tourism managers should know their clients needs and
wants in order to develop effectively the services to meet their clients satisfaction.
Many researchers have used Cromptons push and pull factors (1979) in shaping
tourist motivations. Crompton mentioned that one of many variables which may
contribute in explaining tourist behavior is motivation (p.408). Also, according to
Christina Jonsson and Dwayne Devonish's study (2007), there are subjective factors
to the tourist for them to participate in a tour activity, including nationality that
counts along with other variables and considered in concluding variation in tourist
behavior. Some studies showed that tourist's gender and age have a significant role
in affecting the chosen image of tourist's destination (Walmsley& Jenkins, 1993;
Baloglu & McCleary, 1999; Chen & Kerstetter, 1999).

7
MOTIVATION
PUSH FACTOR PULL FACTOR
Escape Scenic beauty

Self-discovery Historical areas
Rest, Relaxation Cultural attractions
Prestige and events
Challenge Sporting events
Adventure Beaches
Excitement Parks
Family togetherness Recreation facilities
Health and fitness Shopping
Figure 1. Cromptons Model of Push and Pull Factor (1979)
Perceived Values. In every tourist mind they have different expectations.
Some researchers have studied about tourist perceived values. On the study of Shen
(2016), the utility that people get from substantial items or intangible services and is
consisted of what benefits individuals get and what cost they pay is called as the
perceived value (Zeithaml, 1988; Holbrook, 1999; McDougall & Levesque, 2000). In
this study, the cost and benefits (emotional and social values) contributed differently
in shaping a tourist experience. Several dimensions, such as emotional, social,

8
quality/performance, and price/value for money, are included in the perceived value
of experiences according to Prebensen, Woo, Chen, and Uysal (2012).
Experience. Every travelers expectation on a destination, there is an actual
experience. In determining a tourist experience people usually used either it was a
positive outcome or a negative one. Resulting from the impression with fulfillment or
satisfaction is a positive tourism experience (Jung, 2015). Resulting from
disappointments and dissatisfaction is a negative tourism experience (Jackson et al.,
1996). Hence, Ye Shens study (2016) noted that satisfied and dissatisfied tourism
experiences were more broader than positive and negative experience (Oliver, 1980;
Yoon & Uysal, 2005) since the latter only indicate whether tourists expectations are
met or not (Crotts & Magnini, 2010).

9
CONCEPTUAL PARADIGM
INPUT PROCESS OUTPUT
PEOPLE
Motivation
Perceived Value
Experience
ANALYZED
ASSESSMENT
RESULT
PLACE &ACTIVITY SURVEY,
Attraction INTERVIEW
Accessibility
Service provided
Safety & security ENHANCEMENT
PROGRAM
Facilities &
amenities
INFORMATION
RESOURCES
FEEDBACK
Figure 2. The illustration shown above is the conceptual framework of the study that will
be followed by the researchers in conducting the research.
10
CONCEPTUAL FRAMEWORK
The study focused on the tourists motivations, perceived values and
experiences about the activities done in creative tourism at the selected areas, as
well as the attractions, accessibility, services, safety & security, and facilities &
amenities, to be able to conduct a basis for the destinations enhancement. A
mixture of qualitative and quantitative perspective result is to be expected by the
end of the study. The researchers, thus, applied multiple methods, to obtain the
research results, such as surveys and interviews. The variables include the people,
locals and foreigners, who are expected to be participating in the activities at the
span time of the research, the selected areas, and the activities that are expected to
be administered within the selected areas. The researchers are purposed to gather
legitimate informational data to assist and develop the proposed research. The
results were assessed and analyzed to conclude a possible beneficiary development
plan, mainly, for the selected areas. The Input-Process-Output (IPO) model shown
above is a representation of the illustration on how the researchers conducted this
study.
SIGNIFICANCE OF THE STUDY
The significance of this research is to understand the motivation, perceived
values and experiences of tourist in visiting selected creative destinations in Rizal and
11
Laguna as an input for an enhancement program; and how it will contribute to the
following:
LGUs - This will help the community of Rizal and Laguna to boost the creative
tourism and improve the location to fascinate more tourists. It can be
a basis for a development plan in the areas and a guideline on how to
deal with the tourists.
Suppliers/Establishments - The establishments in this destination will increase their
income if it will be known as a creative tourism sites. They will cater a
lot of tourists. They will take their products to the higher level to meet
the tourists expectations and to satisfied tourists needs and wants.
Tour Operators - This study will help the tour operators to increase their sales and
their target market. Tour operators will gain plenty of tourists to visit
the destinations. They can add Angono, Rizal and Paete, Laguna to the
tour packages that they offer.
Tourist - Tourists will be guided accordingly if the destinations will help them to learn
new things and acquire new skills. This study will provide them an
overview if the destinations will not waste their time. They can
evaluate if visiting the destinations is fun yet worth the price.
Future Researchers - Future Researchers will have an insight of how the profile,
motivation, perceived values and experiences of the respondents

12
affect the development plan of the locale for future studies. It can be a
pattern for conducting same topic and a reference that can be used in
present time.
Students - This will help the students who are interested to study in the same topic
specifically students who are taking Bachelor of Science in Tourism
Management. This will also give ideas on different types of tourism
which is the most important aspect of the course.
SCOPE AND DELIMITATIONS
The study was conducted at the selected places in Angono, Rizal, the Art
Capital of the Philippines and Paete, Laguna, Carving Capital of the Philippines. The
specific destinations are Blanco Family Museum, and Nemiranda Art House and
Gallery in Angono, Rizal and Quesada Street in Paete, Laguna. Only these destinations
were surveyed and studied, and not the entire province of Rizal and Laguna. The
researchers facilitated a survey about the tourists' assessment of the destinations in
order to formulate an input for an enhancement program that would benefit the
LGUs and local businesses owners in the said areas. The methods used are surveying
the tourists and interviewing the owners of the establishments. There were a total of
243 respondents, 103 from Angono, Rizal and 140 from Paete, Laguna. The
respondents in this research experience and perform creative arts; but some
13
respondents only witnessed what creative tourism is. Respondents who only witness
creative tourism are able to answer survey questionnaire because of their perceived
values. The research covered a period of seven months, from September 2016 to
March 2017.
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DEFINITION OF TERMS
The following are the important terms that were used in this study. The terms
are defined according to the Merriam-Webster Dictionary and according to how they
are operationally used in the study.
Accessibility capable of being reached
Arbiter someone who has the power to decide a dispute
Attraction something interesting or enjoyable that people want to visit, see or do
Creative Tourism a form of tourism that focuses on the development of a persons
skill by participating in an activity
Cultural Tourism a form of tourism that focuses on the lifestyle, and history of a
certain area and people
Decipher- to interpret the meaning of something
Dichotomy/ies a difference between two opposite things.
Dispersed/dispersal to spread apart
Enhancement Program a set of recommendations which the main purpose is to
enhance
Escape One of the main reasons why people travel.
Experiences a certain event that a person has encountered and the gained
something.
Facilities & Amenities something that makes an action, operation or activity easier
15
Innovation the act or process of introducing new ideas or methods.
Liker-Type Scale Response Anchor a psychological measurement device that is used
to gauge attitudes, values, and opinions.
Motivations the factors that influences a persons desire to do a certain thing.
P-value determines whether the correlation is significant or not. If the p-value is
less than or equal to .05 the correlation is significant but if the p-value is
more than .05 the correlation is not significant.
Panacea something that will make everything about a situation better
Pearson product moment correlation used to measure the linear dependence
(correlation) between two variables
Perceived Values an expected amount of benefits in exchange of a cost given.
Profusion a large amount of something
Push - Pull Framework a framework where it states that push and pull factors
involves the theory that people travel because they are pushed by their
own internal forces and pulled by the external forces of destination
attributes. The push factors are based on socio-psychological needs that
predispose a person to travel, and pull factors are ones that attract the
person to a specific destination after push motivation has been initiated
r Correlation coefficient
Safety & Security the state of being protected and safe from harm
16
Service provided the work performed by one that serves
Travel motivation The global integrating network of biological and cultural forces
which gives value and direction to travel choices, behavior and
experience.
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CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
In this chapter, the gathered literature are shown and discussed. The
researchers have searched and made different readings through books, magazines,
theses and web articles to further understand the study. The aim of the review of
related studies and literature is to get guidance and ideas for further improvement of
the study.
The focus of this chapter is to gather enough information as foundation and
guide in making of the study. The synthesis was stated as a summary at the end of
this chapter.
CREATIVE TOURISM
The collaboration of tourism and culture has been one of the major themes in
tourism development and marketing in the latter years. Hence, destinations are
beginning to replace and add culture-led development with creative development.
Creative class concept has been profoundly embraced by a wide range of different
regions seeking to capitalize on their creative resources (Florida 2002). Creativity is
also progressively applied to the tourism sphere. The inspiration for such creative
development strategies is the general idea that creativity could deliver more benefits
than a cultural strategy alone. Seen as anchored in the past, culture needed creativity
18
so that dynamism will inject to release the potential of people and places. The focus
of many development strategies has therefore shifted to creative industries from
cultural industries (Richards & Wilsons 2007.) Apparently, creative tourism term was
first used by the UK Creative Industries Task Force (CITF) in its mapping document
(1997), defined as those activities which have their origin in individual creativity, skill
and talent, and which have a potential for wealth and job creation through the
generation and exploitation of intellectual property (CITF 2001: 5).
The transformation of the cultural industries into the creative industries
arguably stems from the media boom of the 1990s, where emerging sectors of
cultural production, such as multimedia and software production, the audio-visual
industries, architecture and design became increasingly hard to encompass within
traditionally defined sectors of the cultural industries (Ratzenbck et al. 2004). By
combining the arts with industrial production, the creative industries concept also
challenges previous dichotomies between high and popular culture or elite and mass
culture (Cunningham and Hartley 2001).
A tourism which offers visitors the opportunities to develop their creative
potential is called creative tourism. It is by the active participation in courses and
learning experiences that are characterized by the holiday destination where they are
undertaken according to Raymond and Richards (2000). This is a new type of tourism
that will allow the tourists to experience the act of the locals in creating their crafts.
19
Later after a few years, creative tourism definition has been changed to tourism
directed towards an engaged and authentic experience, with participative learning in
the arts, heritage or special character of a place. (Wurzburger, 2010).In another
perspective, creative tourism is a new type of tourism that highlights the
engagement of the locals and tourists to share an improved way of giving knowledge
of the culture of a particular place.
In addition, Creative Tourism is the answer to meet the changing tastes of
present tourists who not only want to see a society and culture that is different
from their own but also want to experience it by doing. Doing allow travelers to
learn and understand the cultural heritage of a place; while at the same time develop
their own potential from real practice through various arts and cultural activities in
the destination visited. (Suddan Wisudthiluck Teera Sindcharak, 2014). Creative
tourism is the answer to the changing needs of a modern tourist. The tourists of
today want to feel and experience art and culture of another place by also doing
what they do and not just by observing. Because of this the tourists learns more
about places art and culture because by doing what they do they are able to retain
what they have learned. And they are able to put their skills into practice.
According to Greg Richards (2014), tourists are increasingly keen to take part
in this kind of experience which reflects their desire to express themselves and
20
connect with others. And he also stated, holidays are no longer just devoted to rest,
but also given over to learning and personal development.
The relationship between creativity and innovation was also discussed.
Stating with the involvement of creativity, it produce a new meaning and connecting
things together in new ways. Creativity only connected with art, culture and science,
but all forms of human activity (Richard and Wilson 2007). According to Wurzburge
and Pattakos (2008), creative tourism is a new form of tourism that has potential to
change existing models of tourism development and make a contribution to innovate
the tourist experience. By this, it helps stimulate local economic, social and cultural
development. The cultural sector and destination managers are looking for new ways
to interact with tourist and because of this, creative tourism is becoming important.
To support the identity of the destination and to stimulate the consumption of local
culture and creativity, tourism was also used (Richards and Wilson 2007). And also,
creativity creates atmosphere wherein it feeds on peoples need for self-
development and it creates direct link between the culture of the tourist and host
population. Creative tourism has many experience and products that can be offered
to its tourist. These experience ranges from different active forms of involvement
such as learning a specific skill (Wurzburge and Pattakos 2008).

21
ATTRACTION
There are different varieties of interests in visiting destinations for the
tourists. Usually, it is the natural or cultural value, historical significance, natural or
built beauty, offering leisure, adventure and amusement. There are two types of
tourist attraction: One is human resources or can be called as a man-made attraction
and the other is the physical resources or the natural attraction. Some tourist visits a
country because of their man-made attraction like the popular Eiffel Tower in France,
or the Great Wall of China. It also includes museums, amusement parks, botanical
gardens etc. On the other hand, some tourist usually visits a country for its natural
beauty like the Niagara Falls in Canada, or the Puerto Princesa Underground River in
Philippines. It also includes beaches, falls, mountains etc.
According to Alan Lew (1987), the tourists attractions can be classified in
different perspective which can contribute to the motivation of the people on going
to different tourist spots. These can be the Ideographic perspective that focuses on
the uniqueness of the sites, the organizational which focuses on the size of the area
and the cognitive perspective which is the degree to which the tourist are willing and
able to take the leap into authenticity. It is also the primary purpose of the status of
the location which attracts the tourists. What also defines the attraction for the
tourists are the aesthetic appeal, the management regime, the popularity, the shape
and the commercial emphasis of the feature of interest (Pearce, 1998:1).

22
The article made by Itamar Simonson (1989) states that there is an attraction
effect that leads to a compromise effect. The attraction effect is a test wherein an
inferior attraction is added to a set of other destinations that will affect the
attractiveness of the other certain place. It may increase the appeal of the other
place in which the tourists would be attracted to pay a visit due to the possibility of
that place to have an inferior alternative.
The world is abounded with successful tourist destinations, with places that
visited by millions of people across the year. Some questioned how these tourist
hotpots continually being popular over these decades. The popularity and
attractiveness of specific touristic regions and destinations have always existed, such
notions as: destination life cycle, reengineering or re-launching of old tourism
destinations, tourism trend research, and animation and theming in. A number of
reasons are probably responsible for these developments; some of them are of a
more general nature, involving overall changes in consumer behavior elsewhere,
some are more specific to the tourism industry (Peter and Weiermair 2000). Since
both, tourism services and tourists in a specific tourism destination may change over
time, it is not easy to decipher destination life cycles the same way as you may
analyze and manage simple product life cycles (Cooper, 1990). The cognitive and
emotional views as the two dominant approaches can be explained by the decision-
making and behavior processes amongst. In these two approaches, an individual is

23
viewed as a cognitive information processor and a rational being, as well as
influenced by emotions and feelings arising from sensory pleasures, dreams, and
enjoyment (Okello and Yerian 2009).
These tourist attractions were considered as a worldwide competition. Each
country develops their attractions for more tourists visiting their country. The visited
country was economically benefited by its tourist. The competition in tourism has
been intensified by these destinations. In this sense, the evaluation of the tourism
competitiveness of these destinations may be helpful in planning and prioritizing
actions that will benefit the industry. In the study of Barbosa, Oliveira and Rezende
(2010) about Competitiveness of tourist destinations, they concluded that
competitiveness do not share the same conceptualization, methodological approach
or ways of evaluation. There is a profusion of concepts of competitiveness proposed
in the area of economy, leading to a lack of consensus in works related to this aspect.
A review of the literature reveals the multi-dimensional nature of this concept,
discussing competitiveness in light of evaluation criteria in terms of performance and
efficiency, and even by unit of analysis. The general results achieved for the
competitiveness of the 65 key destinations for the development of regional tourism
indicate an intermediate level (level 3), in other words showing that these
destinations have a moderate ability to generate business in economic activities
related to the tourist sector, in a sustainable manner, while at the same time
24
providing the tourist with a positive experience. Moreover, Okello and Yerian (2009)
study showed that most tourists had clear expectations (hence a strong image) of
their experience, most of it influenced by wildlife-based images rather than physical
and cultural attractions. It shows that the non-wildlife attractions have also influence
the enhancement of the experiences in the particular sites even if they are not the
primary reason as to why the tourists visit a certain place. In addition, loyalty and
future intentions, by recommending or repeat visits, are dependent on the quality of
the trip in each protected area even though general satisfaction levels were high. All
these findings are consistent with the cognitiveaffective model (Bosque & Martin,
2008) and as demonstrated by Chen and Tsai (2007).
ACCESSIBILITY
Travel or transport component is one of the major foundations of tourism.
Tourists probably like when the desired destination has the ability to provide
appropriate visitor access into a destination and dispersal throughout the
destination. One of the most significant factors that greatly influence the
international tourism development is the transport. It provides an essential link
between tourism origin and destination areas and facilities.
There are many factors conditioning the tourists accessibility of one
destination that can be resumed as:

25
Barrier-free destination: infrastructures and facilities
Transport: by air, land and sea, suitable for all users
High quality services: delivered by trained staff
Activities, exhibits, attractions: allowing participation in tourism by everyone
Marketing, booking systems, web sites & services: information accessible to all
According to Darcy and Dickson (2009), accessible tourism enables tourism
products, services, and environments to be available to people. Accessible tourism
benefits everyone (2006). Accessible tourism allows people to get their needs and
wants. It is about making everything easy and possible to people in order to enjoy
tourism experiences. According to Nevile and Ford (2007), accessibility should be
equal to information on the web. They explain that accessibility should be available
for anyone, anytime at anywhere, hence, the universal accessibility.
Physical accessibility is an important component of inclusion. Successful
inclusion requires social acceptance by other (Page & Connell, 2006, p.76). Access is
not only about physical aspect, its true meaning lies in its social aspect.
Just as importantly, the focus for accessibility in tourism conveys a shift to
social and infrastructural strategies that is applied in the industry. To ensure that
people are able to use and enjoy the available amenities in an equitable manner
regardless of their physical or cognitive needs, ad hoc accommodation are gone
beyond by accessible and sustainable tourism products. This wide attention for
26
accessibility can have a far reaching social impacts, not only addressing myriad
challenges faced by the more than one billion people living with disabilities across
the globe, but also encouraging a more multigenerational focus in development
planning.
The connectivity between transports and visitor attractions should be
guaranteed in terms of access routes and transport options is needed to develop
tourism in small cultural areas. The transfer towards more sustainable modes of
transport by the tourist movement, and the accessibility planning has become a
statutory requirement of local authorities because sustainable mobility stands at the
basis of a more sustainable tourism.
SERVICES PROVIDED
Qualified staff members on hand that are regularly available to perform the
services it offers to consumers are usually needed in businesses that specializes in
some form of service provisions.
A level of co-creation, or co-makership between visitors and locals is implied
by the concept of creative tourism. A rising group of learning in which items,
administrations and encounters made mutually by makers and purchasers is secured
by co-creation. At its most crude, this concept involves using the consumers
knowledge of the product in order to improve it and to provide a closer look which
27
would fit with the consumers needs (Richards 2010). The services usually provided
by the creative tourism destination were simply fostering their intangible heritage
(workshops) and optimizing the use of existing infrastructures (venues rental).
Creating branded creative tourism products and services is recent
phenomenon for local communities. Countries still dont have a vision to create a
separate creative tourism branding and launch products and services, since they
consider it as part of the cultural tourism or they envision it is as a local product
marketing issue. On the other side, regional or global programs are in place to
recognize the creative places, landscapes or events. UNESCO has a program for
creative cities. Creative clusters that feed on diversity and change and so thrive in
busy, multi-cultural urban settings that have their own local distinctiveness but are
also connected to the world (UNESCO 2006 2) as well as the creative routes are
often branded by the type of art or activity in the creative industry: music, dance,
wine-making rituals, etc. Because of the complexity of the services provided and
products that are offered in the creative tourism destinations, these services are
grouped into two classifications which is Destination based meaning creative tourism
product is destination dependent. This is a usual tourism for creative cities,
landscapes, or tour operator programs that uses the resources of a place for a
destination that is not specifically designed for creative tourism. And activity based,
the creative tourism product is geographically dispersed. These are creative tourism
28
programs based on a concrete activity and follow this focus, independently of the
location; such are the Renaissance painting style classes that might cover from Italy
to France or the Roman Empire battles re-enactments that spread across several
Mediterranean countries.
Atila and Fisun Yuksel (2002) conducted costumers satisfaction research on
tourists dining experience that contributes significant information to both
researchers and managers. Knowing the level of satisfaction of the costumers
provides information that helps the managers to produce services that are
considered important by the costumers. The interaction between the costumer and
service provider has a great impact on costumer evaluations of a service
organization. It is stated that not only what the consumer receives is important to
her evaluation of the quality of service, but also the way in which the technical
outcome is delivered to her functionally. Studies showed that expressive
performance might be more of a necessary condition for satisfaction; provided that
the technical quality of the product is an acceptable standard.
Services provided by the companies have a significant connection with the
costumers satisfaction and its loyalty. The advantage of knowing what satisfies the
costumer will help the companies to provide services and products that will gain the
loyalty of the consumers, such as the following action: Returning costumers, making
referrals, providing strong word-of-mouth, as well as providing references and

29
publicity (Bowen and Shoemaker, 1998). But it doesnt mean that satisfying costumer
will obtain their loyalty. It is stated that there is also a need to maintain costumer
recommendations at the same time because it is one of the most reliable source of
information, particularly in the service industry.
SAFETY AND SECURITY
These days, the topics of safety and security are ever more valuable. Not only
for the community of the greater, but as one of the condition for travel and tourism
as well. One of the forces causing changes in the tourism sector in the new
millennium, which the crime, terrorism, food safety, health issues and natural
disasters as the main of concern, recognizes the issues of safety and security in
tourism industry. In the beginning of 1950s, the safety and security issues in travel
and tourism industries became the front by the evolution of mass tourism. The few
reasons determining these evolution processes are stated hereinafter. First, travel
and tourism is not anymore as activities for narrow social stratum; second, scope of
tourism covers more and more countries and regions in the world since are a part of
their economic development strategy; and finally are caused by the rapid and scenic
development of transportation.
In the past researches, it is concluded that tourist felt wary to go countries
which had high crime rates, healthy issues, terrorism, natural disaster, and so on.
30
Finding from this study are consistent with other empirical studies which (1) tourist
limit their activities at destinations because fear of crime; (2) tourists who have
encountered a crime incident during holiday more felt less safe; and (3) tourist
generally felt wary to going out after dark (Ayob and Masron 2014). Other than that,
out-break disease like dengue, pandemic flu, SARS, Chikungunya and latest Ebola also
has a big impact to tourism industries in endemic countries. Security issues in tourism
primarily refer to the personal safety of tourist and their property, but it also includes
an ability to become oriented in an foreign environment, understand the local system
of signs, indications and social conventions, and finally the security of shopping and
consumer services. Compare to other economic activity, the success and of failure of
any tourism destination depends on its credibility to provide a safe and secure
environment to the visitors (Ayob and Masron 2014).
The travel and tourism industry could not avoid the negative impacts and
consequences of these events. Moreover, the vulnerability of tourism both on global
and regional levels are exhibited by some of these events. Therefore this fact
necessitates the research and study of the relationship between security issues and
tourism, including the creation of a new, up to date definition of the notion security
and safety in tourism. Studying problems of safety and security became vital for the
tourism industry (Kovari, & K. Zimanyi 2011)

31
Kovari, & K. Zimanyi cited in Safety and security may determine choice in
tourism destination. I. Da Silva says that International tourist become more anxious
about the safety and security while in their holiday than domestic tourists because
they do not belong to country that they are visiting. From a CNN global study in 2013,
67 percent of respondents more worries about the safety and security of a
destination rather than its cost and reputation. With the made up mind of the
tourists across the world, they have come to the thought of the suggestions which
implies that the destination sites must improve the safety and security of their cities/
country or they won't come any longer (2013). There are many industry watchers
believe this represents a major shift from the anxiety of affordability to the paranoid.
Since it is inevitable at the current period for the destinations to have terrorism and
violent crimes to hit the tourism industries, tourism destination would have to work
more to ensure their tourists with safety and security while they are to spend their
leisure time in their town or cities; else, it will scare away the visitors for real.
As cited by Neumayer (2011) in Safety and Security in Tourism, according to
Pizam and Mansefeld (2006), the secret to a favorable and satisfying development of
tourism are the three key principles namely peace, safety, and security. Because of
the large and fast growth of the tourism industry, it is not that easy to maintain these
principles. This generation has been more and more connected thru the World Wide
Web and in that way news about crimes, epidemic diseases, and terrorist attacks are
32
easily spread and can greatly affect the impression and perception of the creative
tourism destination.
Kozak et al argues that their research findings show that the majority of
travellers are more likely to change their travel plans to a destination that has
elevated risk while the minority reports they are more unlikely. These findings
suggest that international travelers appear to be sensitive towards the occurrence of
any type of risk in their evoked destinations. This means the safety and security of
the tourist is greatly considered in making an arrangement in creative tourism site
and in any other kind of destination.
FACILITIES AND AMENITIES
Facilities and amenities are often used in the tourism and hospitality industry.
Facility is described as something designed, built, installed, etc., to serve a specific
function affording a convenience or service. Swimming pools, gyms, spa, bars,
restaurants, saunas, are included in some examples of facilities. Facilities may not
specifically target on the comfort or pleasure of the guests. Their main aim is to fulfill
guests needs. It is also understood as something that permits the easier
performance of an action, course of conduct, etc. While amenity means any feature
that provides comfort, convenience, or pleasure. Hotels offer various amenities to
their guests. Some of these may include free Wi-Fi, cable/satellite TV, air
33
conditioning, refrigerator, personal items such as hair dryers, shower caps, shampoo,
towels, etc.
Tourism creates opportunities to develop new amenities and recreational
facilities that wouldnt otherwise be viable in a community. Tourist expectations can
upgrade service by local shops, restaurants and other commerce operators. Tourist
traffic in a community creates an opportunity for upgraded fire, police and medical
protection that not only helps the locals of the community but also the tourists in
case they would need the services of the said departments.
Traditional services may be forced out or relocated due to competition
interests. Supply shortages may occur temporarily, seasonally or chronically. Water,
power, fuel and other shortages may be experienced with increased pressure on the
infrastructure (Kreag 2001)
Based on local creative capital in constant development, any artistic or
creative process can be resource for creative tourism: from basket weaving in Egypt
to samba dancing in Cuba, from guitar making classes in Kaznaluk to repuss
metalworking in New York.
Based on the article of Hossain, Athoi, et.al, lack of proper facilities affects the
residence in rural area in Bangladesh. Seeking for the better life quality, people tend
to migrate to urban areas. Based on the analyses, the study recommends some
important facilities that should be provided to keep the people away from moving to
34
major cities. It is stated that if facilities and services of priority are provided then
people will find the places more comfortable for living and the interest to migrate
will reduce.
DESTINATIONS WITH POTENTIAL CREATIVE TOURISM SITE: ANGONO, RIZAL
Angono, known as the Art Capital of the Philippines, is a part of the province
of Rizal from the Philippines that has a rich culture for the art. Its history has the
roots of art in itself, such as painting, making it credible for the creative tourism that
has been discussed from the previous pages. The art from Angono showcases the
potentials of the people for art to improve for their own benefit.
Angonos artistry has, perhaps been inspired by the natural beauty of the area
as well as its proximity to Metro Manila which has made the town an ideal retreat
for individuals seeking to develop their creative talents. (Wirth-Dominice, 2010)
The people of Angono trace their origin to a myth in which the first man and
woman are said to come forth inside a reed or bamboo. On more solid grounds,
however, there seems to be only general inference as to where the early inhabitants
of Angono came from. The whole territory around Laguna de Bay was simply known
as peopled by the Tagalogs. At the same time, when the Spaniards came to the
Philippines, the area of Angono was not as much mentioned compared to other
35
lakeshore settlements, giving the conclusion that it was populated less than those
which figured in historical documents.
The Angono Petroglyphs, declared as a National Culture Treasure, was
discovered in 1965 by Carlos Botong Francisco, the Angonos National Artist for
Visual Arts. These paintings were engraved on a rock. Different figures resembling
human figures, lizards, frogs, etc. can also be seen inside the museum.
According to Limcangco 2014, you will see the different carvings of the tribes
inside the cave. It was believed to be the oldest, known artworks found in caves in
the Philippines. Originally, there were 127 engravings of human and animal figures
but due to negligence and vandalism of visitors, some rock carvings have
disappeared. At this distant period from the Philippine history there are still some
unique collection of carvings.
In addition, the house of Botong Francisco serves now as a museum, situated
at Dona Aurora, Poblacion Itaas, in the province of Angono. It showcases the art
materials that he used, his awards including his National Artist medal and the
artworks of his grandson, Carlos Totong Francisco II and other local artists.
A family that paints together, stays together this is how Shane Valerie
Pastoral describes this known family of painter in Angono, the Blanco Family.
According to the DFA (June 2012), the family were the featured artists at the
Philippine Center in New York for the Philippine Independence Month. It is said that
36
the family is best known for a folk realism style, depicting the so-called Tagalog
Pastorale. The artworks displayed in the museum were made by the second and
third generations of the Blanco family. It started by Jose "Pitok" Blanco, also a well-
known artist, and his children also used his style in painting. Their usual subjects
were based on the flora and fauna as well as the rituals of rural life in Angono.
From the book of Angono, Rizal: Art Capital ng Pilipinas written by Ligaya G.
Tiamson Rubin (2003), Balaw-balaw is an indigenous restaurant of exotic cuisines and
artworks. Different paintings, carvings, masks, papier mache of animals, and angels
were displayed in the gallery. These works of art are the masterpiece of Perdigon
Vocalan and other local artists.
Late Perdigon Vocalan is a folk artist-founder of Balaw-balaw restaurant and
art gallery. His mother is from Paete and his father is from Angono, integrated his
artistic ability in carving and painting. He was also influenced by Botong Francisco
and around 100 of his paintings are displayed in the museum. These paintings
represent the rich culture and folklore of Angono.
Like Balaw-balaw restaurant, Nemiranda Arthouse Atelier Restoran is also a
combination of food and art. It has been one of the most visited by foreign and local
visitors, owned by a Filipino visual artist, Nemesio R. Mirada. The arthouse was
designed and constructed by Nemiranda himself, which is situated along the towns
main road. The gallery showcases different mythical creatures sculptures, like Ang
37
Nuno, Bernardo Carpio and Mariang Makiling, sketches of mother and child,
paintings, and other artworks of Nemiranda.
DESTINATIONS WITH POTENTIAL CREATIVE TOURISM SITE: PAETE, LAGUNA
Just like Angono, Paete from Laguna has their own name as the Wood Carving
Capital of the Philippines, and the place also matches as a creative tour destination
for art activities. Paete showcases the importance of woodcarving since it has been a
tradition of the locals from the very beginning, even before it was founded by the
Spaniards. Paete locals use their art for creative tourism and tourists to sustain their
needs in terms of creating objects that matters to them.
Paete is a town located at the south of Laguna whose name was taken from
the word paet, the local term for chisel, which is the main tool used in wood
carving. The town was awarded as the Wood Carving Capital of the Philippines, under
the administration of the former president, Gloria Macapagal-Arroyo (Pag-uukit ng
rebulto, ilang siglo na nang tradisyon sa Paete, Laguna, 2016). The locals of Paete are
capable of creating high-end class of carving made out, not only of wood, but also of
stone, ice, Styrofoam, fruits, chocolates, and any other mediums. Paete is also well-
known for its papier mache products. It is stated in UP Open University, Faculty of
Management and Development Studies, that the first yo-yo, a wooded toy, is made
38
in Paete. Our traditional footwear, bakya, was also carved with intricate designs by
Paetenos.
The tradition of Paete in carving medium has been started even earlier than
1580s. Last year, 2015, it was discovered that there are few National treasures that
can be found in Paete oldest and biggest paintings and 3 of the paintings are
believed to be made from the year 1850s or earlier. (Pag-uukit ng rebulto, ilang siglo
na nang tradisyon sa Paete, Laguna, 2016)
Baldemor (2014) state that tourist who usually visit Paete, Laguna are
welcomed by workers laying brown paper or commonly known as newsprint papier-
mache pieces (taka.) The tourist will also be attracted by the smell of gawgaw
(starch) paste, wooden logs and burning sawdust that are used to make a valuable
art in their town.
Baldemor (2014) workers in Paete create Christmas key figures of Santa Claus,
Rudolph the Reindeer, and Frosty the Snowman. It would be a big help in the
industry especially in the holiday season. They can earn to provide for the Christmas
season thus tourist will enjoy the activities in the town and learn about the culture in
the Philippines.
The exporting state and potential of Paetes handicrafts and sculpture was
not only distributed locally, some of their products are being exported
internationally. The town also suffered from foreign interventions that brought in
39
new technologies and mass produced their peoples works. One example is the
expertise of Paete in papier-mch that was adopted by the Chinese which made
their country the top supplier of papier-mch crafts in the world.
The only Roman Catholic Church in Paete, Laguna is The Paete Church,
another name for Saint James the Apostles Parish Church. It is famous for its
collections of images that pictures The Passion of Christ, ancient paintings and
wooden images and sculptures of saints. There is a large wall painting that depicts
Heaven, Earth, Hell, inside the church, which is made by Luciano Dans, notable son of
Paete. The oldest among all murals inside the church is entitled Last Judgement or
Juicio Final. It is painted by an unknown artist around the year 1720.
Kape Kesada Art Gallery and Caf was named after the street where it is
located. Its interior was designed by its founder, Dr. Nilo Valdecantos in 2004. The
materials used for building this coffee shop came from wood and materials that have
gathered throughout Laguna. It is also the first coffee shop and art gallery in Paete.
The members of their gallery are also conducting a summer art workshop that is
open for all ages.
MOTIVATION
To further understand the study is to know the wants and needs of the people
involved in the creative tourism. When a destination is discovered, or at least is

40
presented for such things of tourism, like Angono and Paete, to fully operate the
research is to determine the peoples motivation in visiting places. Motivation is the
expression that makes a person do something and perform better to achieve a
certain goal.
According to Zenaida Cruz (2006), motivation occurs when an individual
wants to satisfy a need. . . An individual will be motivated to buy a product or
services if the tourist perceives that the purchase of it will be beneficial in satisfying
the need which the tourist is now aware. In order to motivate a person to travel to a
creative tourism spot, that person should be aware of a need to travel or a
relaxation. Then he will be motivated to travel because he will think that traveling
will benefit him because it will satisfy his need. Zenaida Cruz (2006) also stated that,
the greatest reason for travel is escape. Tourists usually wants to escape their daily
routine, their job, their boss, the customers, their house and the fast pacing of the
modern life. The tourists are in need to escape the normal flow of their life and seek
a different approach. They want something new. People wonder whether they
should spend their next couple of days off in the mountains or in the city, which
culture they have not explored yet, what cuisine they would like to try now, whether
they should try a boutique hotel, a design hotel or an ice hotel and what would really
make their trip memorable (Binkhorst, 2007).

41
L. G. Schiffman and L. L. Kanuk said, motivation is an internal force originated
from a need not satisfied which impels the individual to involve in a specific behavior.
(As cited in Pratminingsih et al., 2014)
Crompton (1979) identified nine motives, seven classified as socio-
psychological or push motives and two classified as cultural or pull motives. The push
motives were escape from a perceived mundane environment, exploration and
evaluation of self, relaxation, prestige, regression; enhancement of kinship
relationships, and facilitation of social interaction. The pull motives were novelty and
education. Crompton identified these motives from a series of in-depth interviews
with a group of people and found that the push motives were difficult to uncover. He
pointed out that people may be reluctant to give the real reasons for travel if those
reasons are deeply personal or intimate. (As cited in Pizam and Mansfeld, 2009)
Li and Cai (2012) identified five dimensions of travel motivation, and found
the novelty dimensions directly affect behavioral intention. Specifically, tourists
motivated by the desire to pursue novelty are likely to revisit the destination or to
recommend the destination to their friends and relatives. The uniqueness of a travel
destination affects the motivation of a tourist to travel. They are more likely to be
recommended to other person that they want to experience the same experience
they had.
42
Travel motivation has been considered complicated and multifaceted and is
commonly examined in the push-pull framework (Cromptom, 1979). Travel
motivation is critical to the decision to purchase the travel product according to
Chang (2007). These motives are either push or pull motives. The decision as to
whether to go pertains to push motivation, while the question of where to go is
addressed by pull motivation (Kim, Jogaratnam& Noh, 2006).
The links between mobile transnational elites and fast-growing creative
sectors have been pointed out by a number of studies. In the United States, Ray and
Anderson (2000) argued that the post materialist cultural creative accounted for
about 26 per cent of the American population, and were driving the demand for
creative activities and green products. All things considered, the most vital lift to the
utilization of imaginative methodologies accompanied the production of Richard
Florida's The Rise of the Creative Class (2002), in which he argued that the basis of
economic advantage has shifted away from basic factors of production, such as raw
materials or cheap labor, towards human creativity. Cities and regions therefore have
to develop, attract and retain creative people who can stimulate innovation and
develop the technology-intensive industries which power economic growth
(Richards, 2007).
The panacea for economic growth and the arbiter of urban taste are
advocated by todays creativity and the creative class. Where they go, we want to
43
follow; where they create and mediate, we want to be part of the scene. We are all
creators especially even on tour (Graeme Evans).
Visitors in the surveys differed from overseas visitors to London as a whole.
They were older, had more experience of visiting London, and made use of friendship
networks in deciding on the areas With access to almost anything they want, people
in the developed world are engaged in a quest to satisfy their psychological needs
such as inspiration, belonging to a meaningful community and meaning in general
(Nijs and Peters 2002; Ter Borg 2003). It is particularly in the experience environment
of free time, that leisure and tourism experiences have become a basic contributor to
the quality of life (Csikszentmihalyi and Hunter 2003; Richards 1999; Urry 1990)they
wanted to visit (Maitland, 2007) (as cited in Binkhorst, 2007)
Also, there are different theories and studies that explain well and show the
different perspectives of motivation. One example is the McClellands Theory of
Needs by David McClelland. According to him, regardless of culture or gender, people
driven by three motives; Achievement, Affiliation, and Influence. The wish to take
responsibility for finding solutions to problems, master complex tasks, and set goals
characterizes the need for achievement. The need for affiliation is characterized by a
desire to belong, an enjoyment of teamwork, a concern about interpersonal
relationships, and a need to reduce uncertainty. The need for power is characterized
by a drive to control and influence other, a need to persuade and prevail.

44
PERCEIVED VALUES
In terms of tourism, a person involved in an activity in a tour has the right to
enjoy and experience how they have fully perceived the value they have given to
achieve the goal. Tourist will seek for a great quality for a low price, and they will
assess the quality of the service and not just the product. This is how the perceived
values of the people become important in the tourism industry. One must have the
ability to give the tourists the good quality of a service or product purchased.
The utility individuals derive from tangible products or intangible services is
defined as perceived values; it is consisted of the benefits that individuals get and
what costs they pay (Zeithaml, 1988; Holbrook, 1999; McDougall & Levesque, 2000).
The reason why people want to engage and experience deeply is to find
significance, relevance and meaning. The will to achieve meaning is the purpose of
life and what drives people, said Viktor Frankl (Wurzberger et al., 2008). Travel can
be powerful, because it can put a mirror onto ourselves and so encourages us to self-
reflect. Being on the outside helps you look on the inside. (Wurzerberger et al., 2008)
The perceived value of experience can include several dimensions, such as
emotional, social, quality/performance and price/value for money (Prebensen, Woo,
Chen, and Uysal, 2012). They tourists think if the money is worth spending, if the
time spent was worth it and if the services were worth it. Prebensen, Woo, Chen, and
Uysal (2012) found that tourists motivation and involvement performance were
45
antecedents to perceived value of their destination experience, indicating that tourist
co-created their own value experience (Huang, Shen, Choi, 2015). The tourists feel
the higher quality of service; they would think to pay the money, time and physical
spirit. As the service quality is one of the important variables affect consumer
perceived value (Lovelock, 2005), the service quality is good or bad will directly
positive influence on consumer perceived value (Zeithaml, 1988; Bolton and Drew,
1991; Grewal, Monroe & Krishnan, 1998).
Holbrook (1994) employs the traditional extrinsicintrinsic conceptualization
of experiences as a foundation for his work on value perception and additionally
includes a dimension of activity in the concept. As the consumer is assumed to be
more or less active (active versus passive) in the experience, Holbrook supports the
idea of the consumer as a participant in co-creating experience value. (Cited in
Prebensen, 2014)
Prebensena, Woo, and Uysalb (2014) found out that tourists motivation and
involvement performance were antecedents to perceived value of their destination
experience, indicating that tourists co-created their own value experience.
Perceived value has previously been operationalized using a single item scale
such as value for money; however, a single item scale does not address the whole
concept of perceived value (Gallarza and Saura 2006; Sweeney et al. 1999). Bolton
and Drew (1991: 377) draw on social judgment theory (e.g. Brunswick 1952) when
46
they propose that value is the key link between the cognitive elements of perceived
quality or performance, perceived monetary sacrifice and behavioral intentions, in
that they claim that perceived value is a richer measure of customers overall
evaluation of a service than perceived service quality. (Cited in Prebensen, 2014)
Tourists interact with people and natural or man-made elements.
Consequently, interactions are core mediators of (and thus create an imperative for
acknowledging) experience value in tourism.
Customer perception of value is viewed as interactive between customer and
offering, relativistic between people and situations, preferential and based on a
holistic experience (Holbrook, 1999). Bradley and Sparks (2012) follow the lead of
Holbrook (1999) and Woodall (2003) in perceiving value as a benefit or advantage,
something consumers regard above other things. (Cited by Prebensen, 2014)
Zeithaml (1988) indicates that perceived value is an overall evaluation made
by consumers through weighing their giving and gaining with regard to the product.
Some researchers hold that consumers perceived value includes contents of five
dimensions, namely, functional value, epistemic value, emotional value, social value
and conditional value. These dimensions affect consumers respectively at the
product level and at the purchasing level (Sheth et al, 1991).

47
EXPERIENCES
Tourism as an industry tends to focus on pleasure and satisfaction, exploring
positive emotions and aspects involved in experiences. Experience is the fact or state
of having been affected by or gained knowledge through direct observation or
participation. It is also an event or occurrence which leaves an impression on
someone. The first definition focuses on the relationship between the tourist and the
events while the second definition emphasizes the outcome of experiencing these
events. Most researchers adopt the second definition of experience: tourism
experience is an impression of experiencing a trip (Ye Shen, 2016).
Tourist experiences have significance for the individual tourist, where each
individual would interpret their experiences in different ways (Cutler, 2015). Cutler
discussed her study by grouping the experiences of the tourist into overarching
categories related to emotional experiences, learning experiences, physical
experiences and perceptions of the destination. Both positive and negative feelings
of the participants were discussed when they were asked about their emotions. The
negative feelings were associated with physical attributes such as pain and
exhaustion. The discussion about learning experiences involves the personal abilities
and accomplishments of the participants, as well as their physical fitness levels, and
personal limits.
48
Some researchers used different characteristics that describes the word
experiences, such as authentic (Mannell & Iso-Ahola, 1987), memorable (Kim, 2014;
Tung & Ritchie, 2011), and positive and negative (Jackson, White & Schmierer, 1996),
in which memorable tourism experiences is said to be difficult to evaluate because
memory fades with time (Brewer, Zhao, Desmond, Glover & Gabrieli, 1998). A
positive tourism experience is the satisfaction of the tourist about the activities and
the services offered in the destination, as well as the lessons theyve learn that
positively influence their lives (Jung, 2015). A negative tourism experience is the
disappointment or dissatisfaction of the tourist after experiencing the activities and
services in the destination, and the experiences were negatively influence their lives
(Jackson et al., 1996). It only indicates whether tourists expectations are met or not
(Crotts & Magnini, 2010). (Cited by Ye Shen, 2016)
According to Pine and Gilmore (1999), experiences can touch people better
than products or services. Experiences are intangible and immaterial and although
they tend to be expensive, people attach great value to them because they are
memorable. Tourists remember not the things they bought or what historical facts
you said but what they had experienced because experiences occupy much bigger
space in your mind and perhaps, your heart. And as the old man says, experience is
the best teacher.

49
SYNTHESIS
Creative tourism has co-led the cultural tourism because the culture itself will
not be enough for the tourists. The tourists will want interactions with the locals and
want to experience the culture. Hence, combining the cultural a creative tourism
makes a great theme for tours. Creative tourism will help the people improve and
show their potentials.
People will experience a new diversity as they go to a creative destination
such as Angono and Paete. These places have the roots of art history making it easier
for the locals to show their talents in making art. It would be a good reason for these
places to introduce to their tourists the creative tourism.
To make the tourists visit their place, people must have first their own
motives in going. The study shows that people has some reasons in visiting a creative
destination. Except from wanting to just experience tourism, some just want to
escape from their own daily routines. It may also be because it is recommended by a
friend or a relative. This study also shows that perceived values of a tourist will add
to the motivational decision of the people. Within the perceived value is the quality
for money. It is not just the product that will be assessed but also the service of how
they have received the purchased good. In creative tourism, the tourists also co-
create their value experience. These are the foundation of a creative tourism.
50
The researched information about motivations and perceived values of the
tourists can be stated as similar since they are both the factors that are needed by
the tourists to visit a certain place. Hence, the difference of the both would be that
motivation will seek for the stimulant while the perceived value will seek for the
quality of the activity.
This information that the researchers have found has given them the ideas of
what may the people want and need in the middle of creative tourism. This
information will help the researchers to create the procedures in chapter three of the
study.
To be able to fully understand and prove this information is to make a survey
about the motivations and perceived values of the tourists in Angono and Paete.
51
CHAPTER 3
METHODS AND PROCEDURES
This chapter discusses all the methodology used in the study. It elaborates the
prepared questionnaire and the process of administration to the respondents. The
appropriate research design was also discussed and what sampling technique the
researchers applied. The characteristics of the respondents are also identified. The
populations of the respondents and the statistics used are also included in this
chapter.
RESEARCH DESIGN
The study is a descriptive type of a research design that utilize surveying and
interviewing. To conduct the study, the researchers conducted a survey to
understand the psychological aspects of the tourists motivations, perceived values
and experiences and satisfaction based on attraction, accessibility, services provide,
safety & security, and facilities & amenities so does of the locals; to interview the
tourists of the selected areas to be able to correct and enhance the basic knowledge
of the researchers and the readers; and, to observe so that the researchers are able
to fathom the behavior of the tourists and the locals participating in the activities. All
of the mentioned methods were used for further understanding of the study geared
to produce a proposed enhancement program.

52
POPULATION AND SAMPLING
The respondents were randomly selected using purposive sampling. The
respondents were Filipinos and foreigners, who are interested in creative tourism.
The research was conducted at Blanco Family Museum and Nemiranda Art House
and Gallery in Angono, Rizal; and Juan Quesada Street at Paete, Laguna. There were a
total of 243 respondents, 103 from Angono, Rizal and 140 from Paete, Laguna.
RESPONDENTS OF THE STUDY
Tourists who are inspired and motivated to travel by creative tourism were
chosen as respondents of this study. Respondents were puposely selected in Angono,
Rizal and Paete, Laguna (the destinations of this study), whose age ranges from 12
and above, local or foreigner, male or female.
RESEARCH INSTRUMENT
The researchers used a survey questionnaire to answer the sub-problems of
this study. The questionnaire used in determining the respondents assessment of
creative tourism sites is extracted and modified from the survey questionnaire of
Lan-lan Changs dissertation: INFLUENCING FACTORS ON CREATIVE TOURISTS'
REVISITING INTENTIONS: THE ROLES OF MOTIVATION, EXPERIENCE AND PERCEIVED
VALUE, 2013. The researchers also extracted and modified some of the questions in
53
the research of Perunjodi Naidoo, et al. entitled AN ASSESSMENT OF VISITOR
SATISFACTION WITH NATURE-BASED TOURISM ATTRACTIONS. The part one is
composed of the profile of the respondents. It includes the name, sex, age, and
nationality of the respondents. The part two will use the Likert-Type Scale Response
Anchors from Vagias, Wade M. (2006) level of agreement that would help in
identifying respondents agreement on motivation, perceived values and
experiences. 1-Strongly Agree 2-Agree 3-Neutral 4-DIisagree 5-Strongly Disagree. The
part three will also use the Likert-Type Scale Response Anchors level of satisfaction to
understand respondents behavior towards Attraction, Accessibility, Services
Provided, Safety and Security and Facilities and Amenities as the variables. 1-Strongly
Satisfied 2-Satisfied 3-Neutral 4-Dissatisfied 5-Strongly dissatisfied.
DATA GATHERING PROCEDURES
The researchers addressed a letter to the Local Tourism Office of the town of
Paete, Laguna and to the Officer in Charge of Nemiranda Art house and Gallery and
of the Blanco Family Museum. As stated in the letter, they conducted a study to help
the community to enhance the potential of the destination as a Creative Tourism
site. Tourists that are interested in creative tourism were given a questionnaire to
answer the sub-problems of the study. The researchers administered questionnaires
to the tourists to help the site and improve its tourism industry. From 19 th up to the
54
21st of December 2016, the researchers were in Paete, Laguna and distributed the
questionnaires to the respondents. Then, the researchers administered the same
questionnaires to the respondents in Angono, Rizal on the 28th up to the 30 th
December of 2016. The data gathered tabulated and statistically treated accordingly.
STATISTICAL TREATMENT OF THE DATA
In here are the statistical methods used to determine the results of the
surveys to answer the sub-problems in Chapter 1. The researchers aimed to
determine the accurate answers of the respondents to the given questionnaire.
Weighted Mean. Weighted mean was used to describe the average response in the
respondents evaluation of the questionnaire on Creative Tourism Destination Sites.
Formula:
Where: % is the percentage
F is the Frequency
N is the total number of respondents
100 is a constant value

55
Pearson Product Moment Correlation. This tool was used to determine the
correlation between respondents assessment of Creative Tourism Destination Sites
and their level of satisfaction in Visiting Creative Tourism Sites.
Formula:
Where: N is the number of pairs of score
is the sum of the products of paired scores
is the sum of x scores
is the sum of y scores
is the sum of squared x scores
is the sum of squared y scores
Table 1
The interpreted degree of linear relationship using the range values for the
Pearsons r
Range Degree of Correlation Interpretation
.91-1.00 Very High Correlation Very dependable relationship
.71-.90 High Correlation Marked relationship
.41-.70 Moderate Correlation Substantial relationship
.21-.40 Low Correlation Definite but small relationship
.00-.20 Very Low Correlation Almost negligible relationship
56
Table 2
Interpreted weighted mean scale

Score Scale Verbal Interpretation
5 4.20-5.00 Strongly Agree/Strongly Satisfied
4 3.40-4.20 Agree/Satisfied
3 2.60-3.39 Neutral
2 1.80-2.59 Disagree/Dissatisfied
1 1.00-1.79 Strongly Disagree/Strongly Dissatisfied
57
CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the data gathered in Paete, Laguna and Angono, Rizal. It
includes the analysis and interpretation of data. Results are shown in tabular form,
followed by its corresponding analysis and interpretation.
Sub problem #1
How do the respondents assess creative tourism destination sites in terms of:
1.1 Motivation
1.2 Perceived Values
1.3 Experiences
Respondents Assessment of Creative Tourism Destination Sites
Table 1.1
Respondents Assessment of Creative Tourism Destination Sites in terms of

Motivation
Motivation Angono Paete
1.1 I wanted to learn new things. 4.55 4.48
1.2 I thought it would be fun. 4.19 4.39
1.3 I wanted others to have good impression about me. 3.95 4.20
1.4 I wanted to take a look what the attraction is 4.22 4.35
1.5 I wanted to experience new things. 4.40 4.39
1.6 I wanted to make a handcraft by myself. 3.97 4.22
1.7 I thought I would enjoy it. 4.24 4.42
1.8 I thought it would be interesting 4.28 4.52
1.9 I wanted to enhance my skills and creativity. 4.14 4.37
1.10 I wanted to express myself through art. 4.07 4.40
Overall Weighted Mean 4.19 4.38
58
It appeared that the Motivation of respondents in assessing Angono, Rizal as a
creative tourism sites has an overall weighted mean of 4.19, which means that the
respondents agree on the following questions that concern their motivation. This
means that the respondents in Angono have definite motivation in visiting the place.
In the question 1.1 I wanted to learn new things got a weighted mean of
4.55 while in 1.2 I thought it would be fun have 4.19 which is lower than the first
question and the third one 1.3 I wanted others to have good impression about me;
it has a rating of 3.95 which is the lowest among the ten questions and then 1.4 I
wanted to take a look what the attraction is, got 4.22. In 1.5 I wanted to experience
new things got a weighted mean of 4.40 and in the question 1.6 I wanted to make a
handcraft by myself, it has a score of 3.97; 1.7 I thought I would enjoy it got 4.24;
in 1.8 I thought it would be interesting has 4.28; in 1.9 I wanted to enhance my
skills and creativity, it has a weighted mean of 4.14. Lastly, in 1.10 I wanted to
express myself through art got a mean score of 4.07.
The factors affecting respondents motivation in assessing creative tourism
sites are as follows:
1.1 I wanted to learn new things.
1.2 I thought it would be fun.
1.3 I wanted others to have good impression about me.
1.4 I wanted to take a look what the attraction is.

59
1.5 I wanted to experience new things.
1.6 I wanted to make a handcraft by myself.
1.7 I thought I would enjoy it.
1.8 I thought it would be interesting.
1.9 I wanted to enhance my skills and creativity.
1.10 I wanted to express myself through art.
It has 4.48, 4.39, 4.20, the lowest rating; next is 4.35, 4.39, 4.22 then 4.42,
4.52 the highest weighted mean; 4.37, lastly 4.40 are the scores respectively. The
overall weighted mean of motivation in Paete, Laguna is 4.38 which means the
respondents strongly agreed on the questions about motivation. This means that the
respondents in Paete have clear-cut motivation in visiting the site.
According to Zenaida Cruz (2006), motivation occurs when an individual
wants to satisfy a need. In order to motivate a person to travel to a creative tourism
spot such as Angono and Paete, that person should be aware of a need to travel or a
relaxation. People long for uniqueness and a memorable trip. In creative tourism,
people travel to learn and experience new things (Binkhorst, 2007)
Table 1.2

Perceived Values
Perceived Values Angono Paete
2.1 Interesting 4.51 4.64
60
2.2 Entertaining 4.22 4.46

2.3 Excitement 4.29 4.54
2.4 Enjoyment 4.13 4.56
2.5 Reasonably priced 3.97 4.34
2.6 Acquire different social perception 3.99 4.34
2.7 Self-expression 4.09 4.40
2.8 Triggered curiosity 4.13 4.43
2.9 Educational 4.27 4.55
2.10 Overall quality 4.25 4.49
The table above depicts the result of the respondents assessment to the
creative tourism sites in terms of perceived values. In Angono, there is an overall
weighted mean of 4.18 while in Paete, there is an overall weighted mean of 4.48,
interpreted as agree and strongly agree respectively. Meaning, the respondents
perceived values has been met, and the respondents do agree to the statements that
represent their perceived values.
In Angono Rizal, statement 2.1, 2.2, 2.3, 2.9 and 2.10 has obtained a weighted
mean with an outstanding response from the respondents, and is interpreted as the
strongly agreed statements. The statement of 2.1, 2.2, 2.3, 2.9, and 2.10 has the set
of the highest weighted mean which means the perceived values of the respondents
in the creative tourism site are mainly about the concept of the creativity and the art
of the sites. On the other hand, statements 2.4, 2.5, 2.6, 2.7 and 2.8 have obtained a
weighted mean that is interpreted as the agreed statements of the respondents.

61
In Paete, Laguna, the tourists have given all of the statements an outstanding
weighted mean which can be verbally interpreted as the strongly agreed statements
of the Paete tourist respondents; statement 3.1 as the highest ranked perceived
value and statements 2.5 and 2.6 as the lowest, which tied with a weighted mean o
4.34.
Tourist co-created their own value of experience (Huang, Shen, Choi, 2015).
According to Prebensen, Woo, Chen and Uysal, 2012, tourists' motivation and
involvement performance were connected to perceived value of their destination.
The perceived value include emotional, social, quality and price/value for money; if
all of it were worth it.
Table 1.3

Experiences
Experiences Angono Paete
3.1 I am impressed on its attraction and their artworks. 4.58 4.67
3.2 The price had met my expectation. 3.99 4.32
3.3 The experience gave me enjoyment and excitement. 4.21 4.41
3.4 It was a real learning experience. 4.35 4.50
3.5 It was highly educational to me. 4.23 4.46
3.6 The experience enhanced my skills. 4.03 4.38
3.7 I was able to express my creativity. 4.04 4.39
3.8 I was engaged in making the artwork. 3.96 4.30
3.9 I was pleased on the services provided. 4.31 4.39
3.10 The experience gave me satisfaction. 4.23 4.50
62
In the illustrated 1.3 table, Angono is pertained with an overall weighted
mean of 4.19 and Paete with 4.43. Both have resulted with a different level of verbal
interpretation; experiences in Angono is mostly agreed and in Paete is strongly
agreed, which means the experiences of the respondents within the creative tourism
sites have depicted a positive outcome for the assessment of the tourists in terms of
experiences.
Angono, with the overall weighted mean of 4.19, has the statement 3.1 as the
highest weighted mean among the ten statements. It has a 4.58 weighted mean
wherein strongly agreed is the equivalent in verbal interpretation. Next on the list of
the highest to lowest weighted mean are 3.3 with a 4.21 weighted mean and 3.9 with
a 4.31 weighted mean. Then, the statement 3.3, 3.5, 3.6, 3.7 and 3.10 with a
weighted mean ranging from 4.03 to 4.23 comes next. Along the last set are
statement 3.2 with 3.99 weighted mean and statement 3.8 with a weighted mean of
3.96. Statements 3.1, 3.3, 3.4, 3.5, 3.9 and 3.10 resulted with strongly agreed verbal
interpretation for the experiences of the tourists within the creative tourism sites in
Angono, and the rest are agreed. This result shows that the tourists in Angono agrees
more in being impressed by the attractions and artworks than being engaged in
making the artwork.
The 4.43 overall weighted mean of Paete has been developed from the
weighted mean of the statements given inside the table. Like Angono, tourist
63
respondents from Paete have an outstanding agreement for the statement in 3.1
which says I am impressed on its attraction and their artworks; and the lowest agreed
statement of the tourists is statement 3.8, which says I was engaged in making the
artwork, with a weighted mean of 4.30. The result of the weighted means showed is
all statements are positively agreed by the tourists.
According to Pine and Gilmore (1999), experiences can touch people better
than products or services. The table above describe that respondents' experiences
are positive. A positive tourism experience is the satisfaction of the tourist about the
activities and the services offered in the destination, as well as the lessons they've
learn that positively influence their lives (Jung, 2015)
Sub problem #2
How satisfied are the respondents in visiting creative tourism sites in terms
of:
2.1 Attraction
2.2 Accessibility
2.3 Services Provided
2.4 Safety and Security
2.5 Facilities and Amenities

64
Respondents Satisfaction in Visiting Creative Tourism
Table 2.1
Respondents Satisfaction in Visiting Creative Tourism in terms of Attraction

Attraction Angono Paete
Appeal/ appearance of the destination itself. 4.36 4.49
Ambiance/ mood of the place. 4.28 4.30
Displayed artworks. 4.57 4.44
Cultural aspects. 4.33 4.43
Cleanliness of the location. 4.37 4.36
Overall rating of the attraction. 4.34 4.45
Respondents satisfaction in terms of attraction in Angono, Rizal has an
overall weighted mean of 4.37, equivalent to strongly satisfy in its verbal
interpretation. It means that the respondents have a positive feedback when it
comes to attraction.
Appeal/ appearance of the destination itself has a 4.36 result while the
Ambiance/ mood of the place has 4.28, it has the lowest score; next is the Displayed
artworks which is 4.57; it is the one that has the highest rating among the questions.
Cultural aspects got a 4.33 weighted mean then the Cleanliness of the location has a
4.37 score. Lastly is the Overall rating of the attraction which is 4.34.
In Paete, Laguna the overall weighted mean for the attraction is 4.41 which
stand for strongly satisfied respondents in visiting creative tourism destination. First,
is the Appeal/ appearance of the destination itself; it has a 4.49 weighted mean.
Second among the list is the Ambiance/ mood of the place which has a 4.30 score.
65
Then, the Displayed artworks have a 4.44 rating. Next, is the Cultural aspects which is
4.43; Cleanliness of the location has 4.36 and Overall rating of the attraction is 4.45.
The satisfaction of the respondents based on attraction has shown the
different perspective that is used when being attracted to a place (Alan Lew, 1987).
The tourists focused on the uniqueness of the sites, the area, and their cognitive
perspective. The result has shown that the sites attraction has led the tourists to visit
it. The attraction of the place pulls the tourists by the factors aesthetic appeal, the
management regime, the popularity, the shape and the commercial emphasis of the
feature of interest (Pearce, 1998:1).
Table 2.2
Respondents Satisfaction in Visiting Creative Tourism in terms of Accessibility

Accessibility Angono Paete
Convenient location for any type of tourist. 3.96 4.40
Easy to find and reach the destination. 4.05 4.27
Accessible to transportation, food, electricity, etc. 4.02 4.19
Concrete and functional roads. 4.25 4.19
Overall accessibility of the location. 4.16 4.27
The overall weighted mean of Angono, Rizal in Accessibility is 4.08 which
mean respondents are satisfied. Convenient location for any type of tourist; got a
3.96 score. Easy to find and reach the destination, has a rating of 4.05 while
Accessible to transportation, food, electricity, etc.; has a weighted mean of 4.02.

66
Concrete and functional roads, has 4.25 and its Overall accessibility of the location
has a weighted mean of 4.16.
Respondents satisfaction in Paete, Laguna when it comes to Accessibility is
4.27 meaning tourists are strongly satisfied of what the place have. In the statement,
convenient location for any type of tourist has a weighted mean of 4.40. Accessible
to transportation, food, electricity, etc. and Concrete and functional roads have the
same score which is 4.19. While in the statement Easy to find and reach the
destination and its Overall accessibility of the location has a weighted mean of 4.27.
Accessibility is not a hindrance or a major problem in the selected creative
tourism destinations; since the respondents are satisfied based on the result of the
table above. Accessible tourism benefits everyone (Darcy and Dickson, 2006). It is
about making everything easy and possible to people so that tourists can enjoy their
experience. Accessibility should be universal, meaning everyone can access the place
(Nevile and Ford, 2007).
Table 2.3
Respondents Satisfaction in Visiting Creative Tourism in terms of Service Provided

Service Provided Angono Paete
Interesting and fun experience. 4.36 4.56
An activity that is knowledgeable, valuable and usable. 4.18 4.45
The staffs are polite and cheerful. 4.49 4.71
The staffs are very accommodating and approachable. 4.47 4.42
Overall quality of the service provided. 4.43 4.46
67
Service Provided in Angono, Rizal has a 4.38 overall weighted mean, which
means the respondents are strongly satisfied. In the statements: Interesting and fun
experience, An activity that is knowledgeable, valuable and usable, the staff are
polite and cheerful, the staff are very accommodating and approachable and the
Overall quality of the service provided has a weighted mean of 4.36, 4.18, 4.49, 4.47
and 4.43 respectively.
The Service Provided in Paete, Laguna has a rating of 4.52 which is equal to
strongly satisfied. The first statement, Interesting and fun experience has a score of
4.56. An activity that is knowledgeable, valuable and usable has a 4.45 weighted
mean. The staffs are polite and cheerful got a 4.71 rating while the staffs are very
accommodating and approachable got 4.42. Finally is the Overall quality of the
service provided has a weighted mean of 4.46.
It is said that the interaction between the customer and the service provider
gives a big impact on the satisfaction of the tourists. It is how the services are
provided in a manner wherein the consumer will be pleased. Studies showed that
expressive performance might be more necessary condition for satisfaction, provided
that the technical quality of the product as of acceptable standard It is stated that
there is also a need to maintain costumer recommendations at the same time
because it is one of the most reliable source of information, particularly in the service
industry.
68
Table 2.4
Respondents Satisfaction in Visiting Creative Tourism in terms of Safety and Security

Safety and Security Angono Paete
Personal safety. 4.52 4.58
Skilled instructor to conduct the activity. 4.51 4.37
Provide first aid kit and a person who knows about basic first 3.78 4.20
aid techniques.
Rules and regulations to be followed are strictly implemented. 4.12 4.24
Overall safety and security. 4.17 4.39
In terms of safety and security, Angono has achieved an overall weighted
mean of 4.21, and 4.36 for Paete.
The personal safety in Angono reached a weighted mean of 4.52 which is
strongly satisfied in verbal interpretation. The statement skilled instructor to
conduct the activity has obtained a 4.51 strongly agreed weighted mean, as well.
The respondents have given a 3.78 weighted mean for the statement Provide first
aid kit and a person who knows about basic first aid techniques, 4.12 for Rules and
regulations to be followed are strictly implemented, and 4.17 for each of the
respondents satisfaction for the overall safety and security.
Tourist respondents in Paete have given personal safety a 4.58 weighted
mean which is strongly satisfied in verbal interpretation. The following statements,
like skilled instructor to conduct the activity and Provide first aid kit and a person
who knows about basic first aid techniques are strongly satisfied as well in verbal
interpretation by their weighted mean. Rules and regulations to be followed are

69
strictly implemented, and overall safety and security have obtained a weighted
mean which depicts a very good interpretation for the security of the tourists.
The security and safety is one of the factors for the tourists to visit a certain
place or destination. Studies show that this factor can determine a persons choice of
destination. Since the satisfaction of the respondents in both Angono and Paete have
shown a positive and very good response, it only means that these places are
credible to provide a safe and secured environment for the tourists.
Since it is inevitable to have negative events in different places, it is said that
to keep a tourist the feeling of being safe, the tourism management must keep the
principles peace, safety and security (Neumayer, 2011). In result, according to Kozal
et. al., these will determine the choice of a tourist if they will go to a destination;
because these people tend to have changes in plans when it comes to their safety
and security.
Table 2.5
Respondents Satisfaction in Visiting Creative Tourism in terms of

Facilities and Amenities
Facilities and Amenities Angono Paete
Cleanliness of facilities and amenities. 4.45 4.52
Capability to provide tools and equipment. 4.04 4.40
Has a complete and safe material to be used in the activity. 3.92 4.34
Enough space for the activities. 4.13 4.37
Overall quality of facilities and amenities. 4.03 4.49
70
The facilities and amenities of Angono, Rizal has a 4.11 weighted mean while
the Paete, Laguna has a 4.42 weighted mean. The facilities and amenities have
always been one of the factors for the tourists to be satisfied in a certain place. It
accommodates the tourists needs to enjoy and be satisfied in a tourist destination.
In this table, it shows that both Angono and Paete respondents have a good
impression and satisfaction in terms of facilities and amenities. The given overall
weighted mean defines a very good verbal interpretation.
For further interpretation of the table, Angono tourists have given the
statement Cleanliness of facilities and amenities a 4.45 strongly satisfied response;
and the rest of the statements are given a verbal interpretation of satisfied by their
weighted mean which is rated by the tourists. Capability to provide tools and
equipment got a 4.04, Has a complete and safe material to be used in the activity has
a 3.92 weighted mean, 4.14 for Enough space for the activities, and 4.03 for the
overall quality of facilities and amenities.
Paete with its 4.42 overall weighted mean for facilities and amenities have
obtained a strongly satisfied response from the respondents. For the Cleanliness of
facilities and amenities, a strongly satisfied response, on the other hand, for the
Capability to provide tools and equipment with a weighted mean of 4.40, Has a
complete and safe material to be used in the activity with 4.34, Enough space for the
activities with 4.37, and 4.49 for the Overall quality of facilities and amenities.
71
Facilities and amenities are in there to give convenience to the tourists. There
is a possibility of shortages (Kreag 2001) as well as the residents in relocating to
different places (Hossain, Athoi, et.al, 2014) which resulted to the concept of
improving the facilities and amenities to maintain and develop the old and yet to
come facilities of the tourist destination sites. This will keep the residents from
moving places, and it will give more comfort and convenience to the tourists.
Sub problem #3
Is there a significant correlation between the respondents assessment and
their level of satisfaction?
Table 3.1
Correlation between Respondents Assessment of Creative Tourism Destination along

Motivation and their Level of Satisfaction
Correlated Variables Angono Paete
r p-value r p-value
Motivation and Attraction 0.462* 0.000 0.672* 0.000
Motivation and Accessibility 0.520* 0.000 0.465* 0.000
Motivation and Service Provided 0.308* 0.002 0.334* 0.000
Motivation and Safety & Security 0.229* 0.020 0.657* 0.000
Motivation and Facilities & Amenities 0.276* 0.005 0.687* 0.000
Table 3.1 shows the correlation between motivation and respondents
satisfaction in creative tourism destination.

72
In Angono, Rizal the Motivation and Attraction has a correlation coefficient (r)
of 0.462; meaning the motivation and attraction has a moderate correlation, the two
variables have a substantial relationship with each other. It has a p-value of 0.000.
Motivation and Accessibility has a correlation coefficient (r) of 0.520, it also has a
moderate correlation and a substantial relationship with each other, having the same
p-value of 0.000. Motivation and Service Provided has a correlation coefficient (r) of
0.308 which is equal to low correlation, definite but small relationship between the
variables. It has a p-value of 0.002. Next is the Motivation and Safety & Security, has
a correlation coefficient (r) of 0.229 which means a low correlation and a definite but
small relationship with each other. It has a p-value of 0.020. Finally, is the Motivation
and Facilities & Amenities has a correlation coefficient (r) of 0.276 it also has a low
correlation between the variables meaning a definite but small relationship with each
other. It has a p-value of 0.005. Since none of the variables exceed 0.05 in their p-
value, the relationship between them is significant. All relationships among the
variables are positive; it means that when the respondents have a favorable
assessment of evaluation in terms of motivation, it also has a higher level of
satisfaction.
In Paete, Laguna the Motivation and Attraction has a correlation coefficient
(r) of 0.672 which means it has a moderate correlation and a substantial relationship
while the Motivation and Accessibility has correlation coefficient (r) of 0.465; the two
73
variables have a moderate correlation and a substantial relationship with each other.
The Motivation and Service Provided has a correlation coefficient (r) of 0.334 which
express a low correlation and a definite but small relationship. Motivation and Safety
& Security has a correlation coefficient (r) of 0.657 which denotes a moderate
correlation and a substantial relationship between the variables. The Motivation and
Facilities & Amenities has a correlation coefficient (r) of 0.687 that signify a moderate
correlation and a substantial relationship. All of them have a p-value of 0.000 that
indicates that the relationships are significant. In addition, they all have a positive
relationship indicating that when the motivation is high, the level of satisfaction is
also high.
Motivation and attraction has a moderate correlation with each other. The
uniqueness of a travel destination affects the motivation of a tourist to travel (Li and
Cai, 2012). According to Alan Lew (1987), the tourists' attractions can be classified in
different perspective which can contribute to the motivation of the people on going
to different tourist spots.
Motivation and accessibility is the same as motivation and attraction; similar
to that, they have a moderate correlation with each other. One factor that also
affects tourist motivation is the accessibility. According to Nevile and Ford (2007),
accessibility should be available for everyone. In that case, tourists are more
motivated to travel.
74
In this table, the motivation and services provided has a low correlation.
Knowing the level of satisfaction of the customers provides information that help the
tourism industry to produce services that are important to customers (Atila and Fisun
Yuksel, 2002). The selected creative tourism destination is not much particular to
services provided since the main reason that motivates the tourists is the attraction
itself.
Safety and security became vital for the tourism industry (Kovari and Zimanyi,
2011). It is also one of the factors that motivate the tourist to travel safety and
security may determine choice of tourism destination.
Facilities and Amenities also motivate tourists to travel. In order for the
tourists to choose certain accommodation or place, facilities and amenities should be
observed and criticized. Thus factor should be improved and enhanced.
Table 3.2
Correlation between Respondents Assessment of Creative Tourism Destination Sites

along Perceived Values and their Level of Satisfaction
r p-value r p-value
Perceived Values and Attraction 0.682* 0.000 0.740* 0.000
Perceived Values and Accessibility 0.658* 0.000 0.573* 0.000
Perceived Values and Service Provided 0.365* 0.000 0.363* 0.000
Perceived Values and Safety & Security 0.407* 0.000 0.708* 0.000
Perceived Values and Facilities & 0.397* 0.000 0.747* 0.000
Amenities
75
Table 3.2 presents the correlation between perceived values and
respondents satisfaction in creative tourism destination.
Angono, Rizal
Perceived Values and Attraction has a correlation coefficient (r) of 0.682
resulting in a moderate correlation and a substantial relationship. Perceived Values
and Accessibility has a correlation coefficient (r) of 0.658 which denotes a moderate
correlation and a substantial relationship. Perceived Values and Service Provided has
a correlation coefficient (r) of 0.365 has a low correlation and a definite but small
relationship. Perceived Values and Safety & Security has a correlation coefficient (r)
of 0.407 means a moderate correlation and a substantial relationship and the
Perceived Values and Facilities & Amenities has a correlation coefficient (r) of 0.397
which indicate a low correlation and a definite but small relationship with each other.
All relationships have a p-value of 0.000, meaning all of them are significant and
positive.
Paete, Laguna
The entire table of correlated variables in Paete has a p-value of 0.000. It
indicates a significant relationship among them. Perceived Values and Attraction has
a correlation coefficient (r) of 0.740 that denotes a high correlation meaning a
marked relationship. Perceived Values and Accessibility has a correlation coefficient
(r) of 0.573 which means a moderate correlation and a substantial relationship.

76
Perceived Values and Service Provided has a correlation coefficient (r) of 0.363, it
means that it has a low correlation, definite but small relationship between the
variables. Perceived Values and Safety & Security has a correlation coefficient (r) of
0.708, it indicates high correlation and marked relationship. Last is the correlation
between Perceived Values and Facilities & Amenities with a correlation coefficient (r)
of 0.747 which means a high correlation and a marked relationship. All has a positive
relationship. It means that when the assessment of respondents in perceived values
goes up, the level of satisfaction also goes up.
The correlation between perceived values and attraction demonstrated that
the tourist destinations must always attract the consumers since it has always been
customized to please the tourists' expectations. The launching of the old and new
destinations and the new trends doesn't always come easy since the tourists'
expectations also change over the time. The perceived values may be influenced by
the cognitive and emotional view factors according to Okello and Yerian(2009).
Perceived values and accessibility has a moderate correlation interpretation,
it is a fact that the connectivity between transport and attraction should be
guaranteed in terms of access routes and transfer options since it can influence a
tourist's choice and satisfaction. It would be a great plus to the tourists if the
destination is accessible; because according to Darcy and Dickson (2006), an

77
accessible tourism will give benefit to everyone involved, especially for the wants of
the tourists.
The perceived value and services provided, whom achieved a low correlation
is dependent on the performance of the destination on letting the tourists to acquire
what they want from the sites. They need a good service from qualified staff
members.
The perceived values and safety and security has a correlation that can be
explained with: (1) CNN(2013) stated that respondents worries more about the
safety and security than the cost of the site, (2) having peace, safety and security isn't
easy to maintain(Neumayer, 2011), it will satisfy the tourists when the sites have
obtained and maintained these.
The obtained correlation between perceived values and facilities and
amenities is because of the satisfaction of the tourists with the facilities and
amenities. When the guests are fulfilled with satisfaction, it means that the sites do
not lack facilities that can accommodate the tourists.
Table 3.3
Correlation between Respondents Assessment of Creative Tourism Destination Sites

along Experience and their Level of Satisfaction
r p-value r p-value
Experience and Attraction 0.790* 0.000 0.807* 0.000
Experience and Accessibility 0.739* 0.000 0.615* 0.000
Experience and Service Provided 0.550* 0.000 0.415* 0.000
78
Experience and Safety & Security 0.457* 0.000 0.761* 0.000

Experience and Facilities & Amenities 0.448* 0.000 0.774* 0.000
Table 3.3 shows the Correlation between Respondents Assessment of
Creative Tourism Destination Sites along Experience and their Level of Satisfaction
In Angono, the correlation coefficient(r) between the respondents
experience and attraction is 0.790, while experience and accessibility is a 0.739;
these results are described as highly correlated and is stated as a marked
relationship. Experience and Services provided has a correlation coefficient(r) of
0.550, Experience and Safety & Security with a 0.457 correlation coefficient(r), and a
0.448 correlation coefficient(r) for Experience and Facilities & Amenities. These
values do differ but are close with each other; therefore, these results and values are
within the set wherein moderate correlation and substantial relationship are the
equivalent.
The correlation coefficient(r) of Experience and Attraction in Paete is 0.807
which is highly correlated and is like a marked relationship. The Experience and
Accessibility has a 0.615 of correlation coefficient(r) which is highly correlated and is
like a marked relationship, as well. In Experience and Service Provided, the
correlation coefficient(r) is 0.415 which is a moderate correlation and is like a
substantial relationship only. The Experience and Safety & Security with a correlation
79
coefficient(r) of 0.761 and Experience and Facilities & Amenities with a correlation
coefficient(r) of 0.774 are also highly correlated and is like a marked relationship.
As illustrated above, both Angono and Paete have a 0.000 p-value which
means that all of the given correlated variables at the table are positive and
significant. It means that these variables are all matched and has a relationship with
each other that may affect a tourists choice of destination in a good way.
The experience and accessibility of the destination is highly correlated
according to the computations done by the researchers. According to Darcy and
Dickson (2009), accessible tourism allows people to get their needs and wants. It is
about making everything easy and possible to people in order to enjoy tourism
experiences; because if a destination is inaccessible, the tourist's experience may be
dismayed and disappointed and can greatly affect their future intension of revisiting
the said destination.
Experience and attraction is analyzed as highly correlated. According to
Bosque and Martin (2008), even though general satisfaction levels were high, loyalty
and future intentions (by recommending or repeat visits) were dependent on the
quality of the trip in each protected area.
The correlation between experience of the tourist and the services provided
in the destination is moderate. Atila and Fisun Yuksel (2002) conducted costumers
satisfaction research on tourists dining experience. Knowing the level of satisfaction

80
of the costumers provides information that helps the managers to produce services
that are considered important by the costumers. Meaning the experience of the
costumers is used as the basis of what the services they will provide.
The experience and safety and security is correlated. According to Ayob and
Masron (2014) the tourists who have encountered a crime incident during holiday
more felt less safe. Thus, tourist felt wary to go countries which had high crime rates,
healthy issues, terrorism, natural disaster, and so on.
The experience of the tourists in visiting creative tourism sites and the
facilities and amenities in the destination is analyzed as correlated with each other.
Based on the article of Hossain, Athoi, et.al, it is stated that if facilities and services of
priority are provided then people will find the places more comfortable. Ergo, making
the experience of the guests will be satisfying. The facilities may not specifically
target on the comfort or pleasure of the guests but their main aim is to fulfill guests
needs.
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CHAPTER 5
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
In this chapter, the researchers summarized all the important parts of the
study. It also includes the conclusions of the results in interviewing and surveying,
and the recommendations based on the findings and conclusions of the study.
SUMMARY
The main purpose of this study was to determine the motivations, perceived
values and experiences of the tourist in visiting creative tourism sites in Rizal and
Laguna, known as the Art Capital and Carving Capital of the Philippines. To
accomplish this study the researchers used the descriptive type of method, wherein
surveying and interviewing were conducted. Also, to support those variables
mentioned on the statement of the problem, the literature reviews were highly
trusted and conducted by the researchers. The researchers randomly selected their
respondents with ages ranging from 12 years old and above. The modified and
extracted survey questionnaire served as the instrument in gathering data. The said
research was conducted during the school year 2016-2017.
To provide a highly successful work on this thesis, the researchers created a
public relation towards people who were enjoying the said creative tourism sites.
And also with the help of the literature reviews that serves as the basis of this study.
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After collecting all data, the findings of the study shows that the motivational
factors of the tourists are considered as an important variable on both destinations
with a weighed mean of 4.1 and 4.5 and the perceived values met the tourists
experiences on those creative sites. The findings also shows the satisfaction of the
tourists in visiting the creative tourism sites where in the attraction, accessibility,
services provided, safety and security, and facilities and amenities of each
destinations were given a verbal interpretation as very good.
CONCLUSIONS
Listed below are the derived conclusions that are arranged accordingly based on
the arrangement of the sub-problems:
1. How do the respondents assess creative tourism destination sites in terms of
motivation, perceived values and experiences?
The result of the study shows the assessment of the respondents
about the three variables stated above in Angono, Rizal and Paete, Laguna.
Both creative tourism sites satisfied the respondents regarding the
aforementioned variables.
2. How satisfied are the respondents in visiting creative tourism sites in terms of
attraction, accessibility, services provided, safety and security, and facilities
and amenities?
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The result of the study shows that the respondents from Angono, Rizal
and Paete, Laguna are very satisfied with the factors mentioned above, when
they visited these creative tourism sites. The attractions itself of Angono, Rizal
received the highest level of satisfaction from the respondents, and so does
the services provided in Paete, Laguna.
3. Does significant correlation exist in the assessment of the respondents based
on the aforementioned variable?
The study shows significant correlation in the assessment of the
respondents in Angono, Rizal and Paete, Laguna, regarding the variables
given. There is a significant correlation between motivation, perceived values,
experiences with the respondents satisfaction in terms of attractions,
accessibility, services provided, safety and security, and facilities and
amenities.
GENERAL CONCLUSION
Overall, the assessment of tourist in visiting creative tourism destination,
specifically Angono, Rizal and Paete, Laguna, has met the satisfaction of the
respondents while the variables that have been discussed are significantly correlated
with each other.

84
RECOMMENDATIONS
Listed below are the recommendations for further study based on the results
and conclusions that was derived from this research.
A. 1. The results of the survey on motivation of the respondents turned
to be very favorable. The researchers propose that there
should be a yearly celebration of their artworks that will
showcase the pride, skills and talents of the people within the
location. Hence, this will make tourists to be more aware,
motivated and interested of the destination.
2. Based on the findings of the researchers, tourists have a positive
response in perceived values. The researchers suggest to the
owners of the establishment to have a variety of themes to be
displayed in the area. In that case tourists will create good
memories and have a satisfactorily feeling of their experience.
These will maintain tourists admiration about the destination.
3. The interpretation of the respondents' experiences in the creative
tourism destination, shows that the respondents are more
impressed on the artworks rather than making it. The
researchers suggest that the officials need to campaign and
encourage the tourists to engage in making a handcraft;

85
especially if the tourists are looking for a unique experience.
This will make tourists' experiences more enjoyable.
B. 1. in order to increase the satisfaction of the tourists in visiting the
creative tourist sites in Angono, Rizal and Paete, Laguna the
researchers recommend that a variation every week or month
and maybe a thematic kind of displaying the artworks in
Angono should be done. A month long celebration of different
activities in both the destinations which would showcase the
richness of their cultural aspects and creativeness of the people
in the destinations that would be broadcasted using different
social media platforms is a great way to promote and increase
the attraction of people into visiting these destinations. A video
presentation that would sum up the total cultural and creative
aspects of the place should be presented so that the tourists
won't find it hard to understand the roots and origin of the
place's heritage and colorful culture.
2. Develop the roads with iconic images that represents the culture of
the Paeteos. Slowly construct infrastructure that will give
comfort to the tourists such as near hospital, convenience
stores, etc. or; Keep the authenticity of the road wherein the
86
tourists will experience the culture or practice of the locals in
their community. Wherein their perceptions will be added with
the reality of the destination.
3. The researchers recommend that the business owners should hire
more staffs that can accommodate a larger number of tourists
and effective guides whom have passion in arts so that they can
properly connect and explain to the tourists what they are
doing. In Paete, the researchers heard from the carvers that
they have learned how to carve by simply watching the elders
carve. In this case, a training program for the carvers so that
they can properly teach tourists how to carve.
4. The guides and/or demonstrators should be knowledgeable about
the activities to be done by the tourists and risks that is
enclosed with it. Basic first aid techniques are highly
recommended so that the demonstrators know what to do in
case an emergency arises. Security cameras and guards
roaming the area is essential so that the tourists will feel safe
and secure. A venue which is safe and guarded with great
facilities is another recommendation.

87
5. Complete set of tools are necessary to provide a satisfying
experience. The owners should also search for innovative and
new facilities so that they can rise up to the global standards of
creative tourism.
GENERAL RECOMMENDATION
The Researchers proposed an enhancement program for the general
recommendations of the creative tourist sites in Paete, Laguna and Angono, Rizal.
ENHANCEMENT PROGRAM
According to the results shown in the conclusion, it is clearly that there is a
significant correlation between the respondent's assessment and their satisfactions.
Since both destinations had a verbal interpretation of very satisfied on respondents
satisfaction in visiting creative tourism sites, the researchers suggested an
enhancement plan for the sustainability of the creative sites in Angono, Rizal and
Paete, Laguna.
The following suggested enhancement program were supported by the
findings of sub problem #2 in chapter 4 since it was about the satisfaction of the
respondents in each creative tourism sites.

88
Table 4.
Proposed Enhancement Program for Angono, Rizal and Paete, Laguna
OBJECTIVE ANGONO, RIZAL PAETE, LAGUNA
ATTRACTION To enhance To business owners, To local tourism

the appeal of the researchers officer, the
the destination suggested to add researchers
sites that will more artworks with suggested that in
motivate the cultural aspects to every tourist visited
tourists to increase more of its the place they could
visit. appeal and the guide their tourist to
ambiance of the roam around the
destinations. The Quesada St. so that
cleanliness of the tourist can see the
destination shall be creativeness of the
maintain in order to locals in order to
satisfy every tourist. increase more the
satisfaction of the
tourist in terms of
attraction. And to
business owners,
the cleanliness of
their places shall be
maintain for tourist
higher satisfaction.
ACCESIBILITY To make an To business owners, To local tourism
easier access the researchers office, the
89
and to be suggested that they researchers

easily located can put signs of suggested that they
by the tourists. directions to their can keep the
business authenticity of the
establishment so road wherein the
that tourist can find tourists will
the destination experience the
easily. culture or practice
of the locals in their
community.
SERVICE PROVIDED To develop the To business owners, To business owners,
services that the researchers the researchers
will suggested that they suggested that they
accommodate can hire more staffs can hire and train
the tourists that can more staffs in
with warmth. accommodate a huge conducting the
amount of tourists creative activity that
and effective guides can properly guide
in visiting their their tourist
destination. They can especially in wood
also hire more skilled carving. According
staffs with passion of to some interviews
arts in their heart in held in selected
conducting the stores in Quesada
creative activity so St., some of the
that tourist could be wood carvers were
90
guided properly and not exactly trained

able to reach their from carving. They
satisfaction. just learned through
watching other
carvers. The
researchers
suggested to local
tourism office that
they can conduct a
training program for
the locals and/or
business owners
who would like to
train in wood
carving since they
have professional
carvers. In these,
they can guide
properly every
tourist who wants to
experience carving
and reach their
satisfactions.
SAFETY & SECURITY To enhance To business owners, To business owners,
the practices in the researchers the researchers
giving the suggested to provide suggested to
91
proper first aid more first aid kits in provide also more
safety of the case of any accident first aid kits in
tourists. that will happen conducting creative
inside the activity especially in
destinations and wood carving (using
person with enough of chisel) and person
knowledge about with enough
basic first aid knowledge about
techniques. Also, the basic first aid
researchers techniques. And to
suggested that they local tourism
can train all their officers, enough
staffs about basic security in the town
first aid techniques in so that tourist
case the in-charge visiting the sites will
person were not feel safe and
around. Another, secured that can
enough security achieve higher
personnel around satisfaction too.
the destination so
that tourist visiting
the sites will feel safe
and secured that can
achieve higher
satisfaction.
FACILITIES & To enhance To business owners, To business owners,
92
AMENITIES the the researchers the researchers

reassurance of suggested to suggested the
the destination maintain the maintenance of the
in providing cleanliness of their cleanliness of their
the comfort facilities and facilities and
and pleasure amenities. They can amenities. They can
for the also add chairs inside also add more tools
tourists. their museums for and equipment to
the senior people provide enough
who easily get tired. equipment to be use
They can also add by the tourist in
more tools and conducting the
equipment. creative activity.
Also, to the local
tourism office, they
can provide enough
space for tourists
who were interested
to do the creative
activity.
As a whole, the mentioned creative tourism cites should enhance their
attraction, accessibility, services provided, safety & security, and facilities &
amenities in order to meet the tourist satisfactions. Mostly of the findings of this
93
research is that the motivational factors, perceived values and experiences of the
tourists is significantly correlated to the tourists satisfaction.

94
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APPENDICES
104
APPENDIX A
105
Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
COLLEGE OF TOURISM, HOSPITALITY & TRANSPORTATION MANAGEMENT
CENTER FOR RESEARCH AND EXTENSION
December 19, 2016
TOURISM OFFICER
Paete Municipal Office
Paete, Laguna
Dear Sir/Madam,
Warmest greetings!
We, the students of Polytechnic University of the Philippines, Sta. Mesa, Manila taking up
Bachelor of Science in Tourism Management is presently conducting a research entitled,
Motivation, Perceived Values and Experiences of Tourists in Visiting Creative Tourism
Destinations of Angono, Rizal and Paete, Laguna: As an Input for the Enhancement of the
Creative Tourism Sites. This is in partial fulfillment of the subject TOUR 3073 Tourism
Research Methods and Techniques.
In relation to this, we would like to request your permission to allow us in conducting our
survey and help us achieve our goals in getting the result. Rest assured that all information
will be treated with utmost confidentiality and will be used for academic purposes only.
Thank you very much.
Respectfully yours,
DIANA TERESE G. GURAY

Group Representative
Noted:
PROF. REGINA B. ZUIGA

Thesis Adviser
106

December 19, 2016
OFFICER IN CHARGE
Blanco Family Museum
Angono, Rizal
Dear Sir/Madam,
Warmest greetings!
Respectfully yours,

Noted:

Thesis Adviser
107

December 19, 2016
OFFICER IN CHARGE
Nemiranda Arthouse and Gallery
Angono, Rizal
Dear Sir/Madam,
Warmest greetings!
Respectfully yours,

Noted:

Thesis Adviser
108
APPENDIX B
109

Polytechnic University of the Philippines
College of Tourism, Hospitality, and Transportation
Management
Department of Tourism and Transportation Management
Sta. Mesa, Manila
Dear Sir/Madam,
We, the students of Polytechnic University of the Philippines, Sta. Mesa, Manila taking up Bachelor of Science in Tourism Management is
presently conducting research entitled, Motivation, Perceived Values and Experiences of Tourists in Visiting Creative Tourism Destinations in
Angono, Rizal and Paete, Laguna: As an Input for the Enhancement of the Creative Tourism Sites. This is in partial fulfillment of the subject
TOUR 3073 Tourism Research Methods and Techniques.
In relation to this, we would like to request your permission to allow us in conducting our survey and help us achieve our goals in getting the
result. Rest assured that all information will be treated with utmost confidentiality and will be used for academic purposes only.
The researchers
SURVEY QUESTIONNAIRE
PART I:
NAME (OPTIONAL):__________________________________________________________
SEX: F M
AGE: 12-15 16-20 21-25 26-30 31-35 36-40 41 and above
NATIONALITY: Local If foreigner, please specify: ______________________
PART II:
DIRECTION: Check the box that represents your answers to statements that are given below. Please use the scale
below for your answer.
SA 5 Strongly agree
A 4 Agree
N 3 Neutral
D 2 Disagree
SD 1 Strongly disagree
MOTIVATION 5 4 3 2 1
1.1 I wanted to learn new things.
1.2 I thought it would be fun.
1.3 I wanted others to have good impression about me.
1.4 I wanted to take a look what the attraction is.
1.5 I wanted to experience new things.
1.6 I wanted to make a handcraft by myself.
1.7 I thought I would enjoy it.
1.8 I thought it would be interesting.
1.9 I wanted to enhance my skills and creativity.
1.10 I wanted to express myself through art.
110
PERCEIVED VALUES 5 4 3 2 1
2.1 Interesting
2.2 Entertaining
2.3 Excitement
2.4 Enjoyment
2.5 Reasonably priced
2.6 Acquire different social perception
2.7 Self-expression
2.8 Triggered curiosity
2.9 Educational
2.10 Overall quality
EXPERIENCE 5 4 3 2 1
3.1 I am impressed on its attraction and their artworks.
3.2 The price had met my expectation.
3.3 The experience gave me enjoyment and excitement.
3.4 It was a real learning experience.
3.5 It was highly educational to me.
3.6 The experience enhanced my skills.
3.7 I was able to express my creativity.
3.8 I was engaged in making the artwork.
3.9 I was pleased on the services provided.
3.10 The experience gave me satisfaction.
PART III:
DIRECTION: Check the box that represents your answers to statements that are given below. Please use the scale
below for your answer.
SS 5 Strongly satisfied
S 4 Satisfied
N 3 Neutral
D 2 Dissatisfied
SD 1 Strongly dissatisfied
ATTRACTION 5 4 3 2 1
1.1 Appeal/ appearance of the destination itself .
1.2 Ambiance/ mood of the place.
1.3 Displayed artworks.
1.4 Cultural aspects.
1.5 Cleanliness of the location.
1.6 Overall rating of the attraction.
ACCESSIBILITY 5 4 3 2 1
2.1 Convenient location for any type of tourist.
2.2 Easy to find and reach the destination.
2.3 Accessible to transportation, food, electricity, etc.
2.4 Concrete and functional roads.
2.5 Overall accessibility of the location.
SERVICE PROVIDED 5 4 3 2 1
3.1 Interesting and fun experience. .
3.2 An activity that is knowledgeable, valuable and usable.
111
3.3 The staffs are polite and cheerful.

3.4 The staffs are very accommodating and approachable.
3.5 Overall quality of the service provided.
SAFETY AND SECURITY 5 4 3 2 1
4.1 Personal safety.
4.2 Skilled instructor to conduct the activity.
4.3 Provide first aid kit and a person who knows about basic first aid techniques.
4.4 Rules and regulations to be followed are strictly implemented.
4.5 Overall safety and security.
FACILITIES AND AMENITIES 5 4 3 2 1
5.1 Cleanliness of facilities and amenities.
5.2 Capability to provide tools and equipment.
5.3 Has complete and safe materials to be used in the activity.
5.4 Enough space for the activities.
5.5 Overall quality of facilities and amenities.
112
APPENDIX C
113
MARY GRACE P. ANINANG

#2471 ORO-B ST. STA. ANA, MANILA
MOBILE: +63 9193666860
Email: aninangmarygrace8@gmail.com
CAREER OBJECTIVE
To apply as a trainee/intern on your agency where I can undergo
a training to improve and utilize my skills and to have more hands-on
experiences about my profession that would help me learn and gain more
knowledge and improve my personality.
PERSONAL PARTICULARS KEY SKILLS

Age 19 years old Interactive and responsible
Height 51 Organizing and planning skills
Weight 44 kg. Good communication skills
Date of Birth May 11, 1998 Problem-solving skills
Place of Birth Manila Basic computer knowledge
Nationality Filipino Creativeness
Language English, Filipino
Initiative
Religion Roman Catholic
Keen to learn new thing
Civil Status Single
EDUCATIONAL ATTAINTMENT
Tertiary Polytechnic University of the Philippines 2014-up to present

Sta. Mesa, Manila
Bachelor of Science in Tourism Management
Secondary Ignacio Borbon Villamor High School 2010-2014

San Andres Ext. Pasig Lline St. Sta. Ana, Manila
Elementary Margarita Roxas de Ayala Elementary School 2002-2010

A. Francisco Cor. Arellano St. 777 Sta. Ana Manila
SEMINARS ATTTENDED
Competency Skills Development for Achieving ASEAN Integration Standard
20th of August 2015
Sta. Mesa, Manila
Inspire Innovation: The Lecture Series. Leading Sustainable Innovations toward a Progressive
World
15th of March 2016
University Theatre, UP Diliman
114

#285 Camachile St. Brgy. Dela Paz, Cogeo, Rizal 1870
MOBILE #: 0977 015 9057
EMAIL: diana.gurau@gmail.com
CAREER OBJECTIVE
To be able to gain an experience that will enhance my skills and
abilities, as well as the strengthening of my foundation, that will serve as
an outstanding output that will give pride to the company and a better
quality output to the field.

Age 19 years old Computer Literate
Height 55.5 Good Communication Skills
Weight 55 kg. Hard working and dedicated
Date of Birth December 4, 1997 Ability to work under pressure
Place of Birth San Juan, Manila Easy going
Nationality Filipino Responsible
Language English, Filipino Always ready to learn new things
Civil Status Single
Tertiary Polytechnic University of the Philippines 2014-Present
(Sta. Mesa, Manila)
High School Antipolo National High School 2010-2014
(Olalia Road, Antipolo City, Rizal)
Elementary Saviour School 2004-2010
(Bentley Park Subd. Antipolo, Rizal)
SEMINARS ATTTENDED
20th of August 2015, Sta. Mesa, Manila
Forum on the importance of Public Finance and Socio-economic Development as standards
in selecting Candidates entitled: The Future I Want: An inclusive Philippines
Inspire Innovation: Leading Sustainable Innovations toward a Progressive World
15th of March 2016. University Theatre, UP Diliman
Discovering the New, Learning the Unfamiliar: An Orientation in Research Writing
Tourism Research: Bridging the Gap Between the Academe and the Industry
WORK EXPERIENCE
April-May 2016 PRACTICUM TRAINEE, FRM TRAVEL SERVICES
Trained in booking and reservations
115
PAMELA MILANES
#2326 Crisolita Street, San Andres Bukid Manila, Philippines 1017
MOBILE #: +63 9051259234
EMAIL: pamelamilanes29@gmail.com
CAREER OBJECTIVE
To be able to invest profound professional growth in this
respective industry having the genuine abilities and skills I possess and in
order to exercise my natural talents to become a master craft person to
every task at hand.

Age 19 years old Computer Literate (familiarity in
Height 55 Microsoft Word, PowerPoint
Weight 50 kg. Presentation and Microsoft Office
Date of Birth November 29, 1997 Excel)
Place of Birth Makati City People-oriented
Nationality Filipino Good Communication Skills
Language English, Filipino Hard working and dedicated
Religion Roman Catholic Have a background about Tour
Civil Status Single Packaging and Costing
Tertiary Polytechnic University of the Philippines 2014-Present
(Sta. Mesa, Manila)
High School San Antonio National High School 2010-2014
(Mayapis Street, San Antonio Village, Makati City)
Elementary Rafael Palma Elementary School 2004-2010
(Zobel/Roxas, Vito Cruz, Manila)
SEMINARS ATTTENDED
Successfully completed Amadeus Basic Course for Tourism
Forum on the importance of Public Finance and Socio-economic Development as standards in
selecting Candidates entitled: The Future I Want: An inclusive Philippines
Inspire Innovation: Leading Sustainable Innovations toward a Progressive World
Discovering the New, Learning the Unfamiliar: An Orientation in Research Writing
Tourism Research: Bridging the Gap Between the Academe and the Industry
Consistent Deans Lister ( 2014-2017)
3rd Honorable Mention (High school)
WORK EXPERIENCE
April-May 2016 PRACTICUM TRAINEE, HEDIYAKI WAY TRAVEL SERVICES
Trained in booking and reservations
116
TUESDAY ANN N. SONIDO

#33 LA SALLE ST. CUBAO, QUEZON CITY
MOBILE #: 09168478903
EMAIL: tuesdayann27@yahoo.com
CAREER OBJECTIVE
To apply as a trainee/intern on your agency where I can undergo
a training or practice and to enhance my skills and gain more knowledge
about my profession that would help me improve and to have an
experience.
PERSONAL PARTICULARS Civil Status Single

Age 18 years old
Height 51.5 KEY SKILLS
Weight 45 kg. Interactive and responsible
Date of Birth July 27, 1998 Honest and loyal towards work
Place of Birth Quezon City Good communication skills
Nationality Filipino Basic computer knowledge
Language English, Filipino Keen to learn new thing
Tertiary Polytechnic University of the Philippines Sta. Mesa, MNL 2014-present
Secondary Juan Sumulong High School 2010-2014

18th Avenue Murphy Cubao, Quezon City
Elementary 15th Avenue Elementary School 2002-2010

15th Avenue Murphy Cubao, Quezon City
SEMINARS ATTTENDED
20th of August 2015, Sta. Mesa, Manila
Tourism Forum on Local Internship and Industry Thanksgiving: Academe and Industry
Partnership towards Excellence
2nd of October 2015, Grandsview Place, Makati City
Inspire Innovation: The Lecture Series. Leading Sustainable Innovations toward a Progressive
World
15th of March 2016. University Theatre, UP Diliman
WORK EXPERIENCE
April-May 2016 PRACTICUM TRAINEE, ZEUS TRAVEL AND TOURS
Trained in booking and reservations.
117
ALVIRNA JOY TUPAZ

2544 Lamayan St. Sta. Ana, Manila
MOBILE #: 09398425693
EMAIL: tupazjoy@yahoo.com
CAREER OBJECTIVE
To apply as a trainee/intern on your agency where I can
undergo a training or practice and to enhance my skills and gain
more knowledge about my profession that would help me improve
and to have an experience.
PERSONAL PARTICULARS Civil Status Single

Age 19 years old
Height 55 KEY SKILLS
Weight 43 kg. Interactive and responsible
Date of Birth Nov. 21, 1997 Honest and loyal towards work
Place of Birth Manila City Good communication skills
Nationality Filipino Basic computer knowledge
Language English, Filipino Keen to learn new things
Tertiary Polytechnic University of the Philippines Sta. Mesa Mnl. 2014-up to present
Secondary Mariano Marco Memorial High School 2010-2014

M. Carreon St. Sta. Ana, Manila
Elementary Fernando Amorsolo Elementary School 2002-2010

New Panaderos St Sta Ana, Manila
SEMINARS ATTTENDED
20th of August 2015
Sta. Mesa, Manila

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MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF TOURISTS IN VISITING

CREATIVE TOURISM DESTINATIONS OF ANGONO, RIZAL AND PAETE, LAGUNA:

MARY GRACE ANINANG

This thesis entitled MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

PROFESSOR REGINA B. ZUIGA

Approved by the Panel for Oral Defense on _______________ with a rating of

Accepted in Partial fulfilment of the Degree of Bachelor of Science in Tourism

MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

MARY GRACE ANINANG; DIANA TERESE GURAY;

Has been edited in accordance to A.P.A. format and style by

Janus Carlo S. Pestao, M.A.T.

This certification is issued upon the request of the

Issued this 23rd of March 2017 at 1917-B C. Arellano

Janus Carlo S. Pestao, M.A.T.

The researchers would like to express their wholehearted gratitude and

through this research.

permission to conduct a meaningful research.

proper advices and knowledge to develop this research.

welcomed the researchers in their beloved town.

advices and strengthening the knowledge of this research.

encouragement to continue the study.

love and support.

along the whole process of the research.

This thesis is humbly dedicated by the researchers to the following despite of

To the researchers parents who supported them with love and

To the respondents, tourism management and site owners for being

responsible in helping the researchers with the data.

improve this research.

researchers along the whole process.

TITLE: MOTIVATION, PERCEIVED VALUES AND EXPERIENCES OF

RESEARCHERS: MARY GRACE ANINANG

DEGREE: BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

YEAR: MARCH 2017

ADVISER: PROF. REGINA B. ZUIGA

their itineraries. Creative tourism is a combination of tourism and cultural tourism

related works will experience in creative tourism.

This descriptive research is a study that assessed the satisfaction of the

tourists in different creative tourism sites to create an enhancement program that

The objective of this study is to understand the relationship between the

experiences through surveys and interviews. It will serve as an input for an

enhancement program to improve the areas.

Certification of Statistician iii

LISTOF TABLES xii

LIST OF FIGURES xiv

CHAPTER 1: Problems and its Background

Statement of the Problem 4

Significance of the Study 10

Scope and Delimitations 12

CHAPTER 2: Review of Related Literature and Studies

Safety and Security 29

Facilities and Amenities 32

Destinations with Potential Creative Tourism Site:

Destinations with Potential Creative Tourism Site:

Synthesis of Related Literature and Study 49

CHAPTER 3: Methods and Procedure

Population and Sampling 52

Respondents of the Study 52

Data Gathering Procedures 53

Statistical Treatment of the Data 54

CHAPTER 4: Presentation, Analysis and Interpretation of Data

CHAPTER 5: Summary, Conclusions and Recommendations

A. Letter of Permission 104

B. Survey Questionnaire 108