Approve Research 1

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THE ROLES OF TOUR GUIDES AND ITS IMPACT TO TOURIST SATISFACTION

AT PRIME ORIENTEER TOURS AND TRAVEL INCORPORATION
SUBMITTED BY:
Abrio, Blessy Kessiah M. Laserna, Nicole R.
Ceria, Bartolome Z. Rotia, Joenas T.
Delos Santos, Irish Sabado, Christia Angelika D.
De Luna, Theresa Mae O. Vista, Justin Jade
Flores, Sheena Marielle Yabut, Tricia Ysabel P.
Submitted to:
Higher School ng Umak
In partial fulfillment of the requirements for Practical Research 1
Mr. Virgilio A. Soriano III
(Instructor Practical Research 1)
March 2019
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APPROVAL SHEET
The thesis title “The Roles of Tour Guides and its Impact to Tourist Satisfaction
at Prime Orienteer Tours and Travel Incorporation”. prepared and submitted byAbrio,
Blessy Kessiah, Ceria, Bartolome, De Luna, Theresa Mae, Delos Santos, Irish, Flores,
Sheena Marielle, Rotia, Joenas, Sabado, Christia Angelika, Vista, Justin Jade and Yabut,
Tricia Ysabel in Partial fulfillment of the requirements for the Subject Practical Research
1 has been examined and hereby recommended for Oral examination,
Mr. Virgilio A. Soriano III
Research Adviser
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ACKNOWLEDGEMENT
This research paper is made possible through the help and support of the people
whom we would like to extend our thanks
First and foremost, praises and thanks to the God, the Almighty, for His showers of
blessings throughout my research work to complete the research successfully.
Second, we would like to thank our Professor Mr. Virgilio A. Soriano III for sharing
his knowledge, expertise, ample time spent, support and encouragement for giving us this
research, this gives us the experience on how to cooperate and encourage ourselves in
serious project
To our dear parents, relatives and friends who provide us financial support,
constructive comments, suggestion and advice that help us bring this study to success
We also thank the respondent which are the Tour guides of Prime Orienteer Tours
and Travel Incorporation for their hospitality shown, time spent and for actively cooperate
during the conduct of this study in answering the questionnaire
And lastly, to our fellow grade G11– 04TRM who offer their prayers and full
support in gathering the necessary information to complete this research. The product of
this research paper would not be possible without all of them.
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DEDICATION
We dedicate this research to God almighty, my source of information, wisdom,
knowledge and understanding. He has been our source of our strength throughout this
research. And to our family, friends, and tour guides of Prime Orienteer Tours and Travel
Incorporation. As they represent every tour guides here in the Philippines who has been a
constant support and encouragement to do this research.

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ABSTRACT
This study sought to discover the significant roles of tour guides to meet tourist
satisfaction. this study was conducted in prime orienteer tours and travel Inc. at sta. rosa
delima st. Bagong ilog, pasig city. the research was carried out qualitatively using
structured survey. Data were primarily taken from the reflection papers of 15 respondents.
We used the frequency of actual response and percentage to determine the quality and
performance of the tour guides at Prime Orienteer Tours and Travel Inc. And to define the
significance of it. According to the findings, the assurance that every tourist is satisfied is
very necessary and important for Prime Orienteer Tours and Travel Incorporation. These
satisfied tourists cause the travel and tours agency to have more clients and more tours.
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LIST OF TABLE
Table 1…………………………………………………………………….…………….27
Table 2…………………………………………………………………….…………….28
Table 3…………………………………………………………………….…………….29
Table 4…………………………………………………………………….…………….30
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TABLE OF CONTENTS
Title Page…………………………………………………………………………...i
Approval Sheet……………………………………………………………………..ii
Acknowledgement…………………………………………………………………iii
Dedication……………………………………………………………………….....iv
Abstract………………………………………………………………………….....v
Table of Contents………………………………………………………………….vi
List of Table…………………………………………………………………….....vii
Chapter One: Background and its Setting
A. Introduction ………………………………………….………................ 1
B. Statement of the Problem……………………………………………......2
C. Significance of the Study………………………………….…………….2
D. Scope and Limitation of the Study……………………….......................3
E. Framework ……………………………………….……..........................3
F. Null Hypothesis………………………………….…………………..….5
G. Definition of Terms …………………………………….……………....5

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Chapter Two: Review of Related Literature
A. Related Literature and Studies……………………………………….....9
B. Theoretical Framework…………………………………………..……10
Chapter Three: Methodology
A. Research Design…………………………………………………….....23
B. Research Setting……………………………………………………….23
C. Sampling Design…………………………………………………...….23
D. Respondent of the Study……………………………………………....24
E. Research Instrument …………………………………………………...24
F. Data Gathering Procedure ……………….…………………………….25
Chapter Four: Presentation, Analysis and Interpretation of Data
A.Table 1………………..…….……………………………………..….26
B.Table 2…………………………………………………………..…….27
C.Table 3…………………………………………………………..…….28
D.Table 4………………………………………………………….....…..29
Chapter Five: Summary, Conclusions and Recommendation
A.Summary Findings…………………………………………………….31
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B.Conclusion …………………………………………………………….32
C.Recommendation …………………………………………………. ….33
D.Bibliography………………………………………………...................34
E.Appendix……………………………………………………………....35
F. Documentation………………………………………………….……..42
G. Personal Information…………………………………..…………..….43
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CHAPTER ONE
BACKGROUND OF THE STUDY
This chapter provides the background of the study, statement of the problem, null
hypothesis, significance of the study, scope and limitation of the study, and framework.
A. INTRODUCTION
An ever-increasing number of destinations worldwide have opened up to, and
invested in tourism, turning the tourism industry into a key driver of socio-economic
progress through export revenues, the creation of jobs and enterprises and infrastructure
development. Over the past six decades, tourism has experienced continued expansion and
diversification, becoming one of the largest and fastest-growing economic sectors in the
world according to United Nations World Tourism Organization’s (UNWTO, 2014).
Many professionals participate in the tourism system and each and every one of
them has certain roles and responsibilities. A tour guide is one of the most significant links
within the tourism industry. Tour guides are the ones responsible for the impression and
satisfaction with the tour services offered by the company in a destination. The tour guides
performance contributes to the whole success of the tour.
Tourist complaint is part of a tour guides profession. These complaints might have
been the effects of a situation or a bad performance of the tour guide. Complaints are bad
for the tour guides and the company that holds them for it will affect their impression of
other people or future customers. These complaints may spread to other people resulting
for them to have negative thoughts about it. Both the tour guide who caused such problem
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and the company may have a bad reputation especially if the complaints pile up for it
reaches more people to be informed of this certain piece of information.
B. STATEMENT OF THE PROBLEM
Tour guides provide entertaining, relevant, and organized heritage information to
the tourists. The researchers aim to study what are the significant roles of tour guides to
satisfy tourist. Specifically, this answered the following questions:
1. To gather information about tour guiding.
2. To determine factors why tourists are satisfied in their tour.
3. To verify how tourist satisfaction affect Prime Orienteer Tours and Travel Incorporation.
4. To identify the significant roles of tour guides to satisfy tourists.
C. SIGNIFICANCE OF THE STUDY
This study is conducted to benefit the following:
Students, the result of this study may serve them as a guide and reference for the
students undertaking similar studies. They can get ideas and information that can be used
for their research.
Tour guides, the result of this study will help them become aware of their strengths
and weaknesses which in turn will encourage them to enhance these strengths to contribute
to the goal of a tour guide to satisfy tourist and on the other hand provide them room for
improvement to work on their weaknesses.

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Teachers/Professor, the result of this study will help them to teach their students
about tour guiding and other topics related to it. They can use this research as a reference
of their study.
To the readers, the result of this study will help you to gain knowledge about tour
guiding.
D. SCOPE AND LIMITATIONS
The researchers are well aware of the scope and limitations relevant to the study.
The respondents of the study will be the Prime Orienteer Tours and Travel Inc. The place
where the study will be conducted is at Sta. Rosa De Lima St. Bagong Ilog, Pasig City.
The study will cover one tool which is survey. It will be conducted primarily for
the purpose of determining the significant role of the tour guides to satisfy tourists.
E. FRAMEWORK
Tourists’ perception of the differences in reception towards the products offered
Tourist friendly destination is a concept used by relevant parties to promote tourism
destination. However, there is still a dearth of research in this field due to a lack of specific
studies in the form of literature, theories, concepts, frameworks and indicators in the use
of tourist friendly destination. As a result, this has left a gap in knowledge and caused
confusion regarding the subject. Therefore, despite being a preliminary study, this research
has identified the elements that form the foundation of tourist friendly destination concept
on a micro level. These elements represent aspects of space, activities and products through
a tourism system approach

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 Tourists’ perception of the reception towards the products offered
 Tourists’ perception of their interest in visiting tourism destination during trips
 Level of tourists’ involvement in the products offered
 Tourists’ perception of the product ideas and experiences offered by the tourism
destination chosen
 Perceptions of facilities, services and experiences available based on tourists’ priorities
 Tourists’ acceptance of the local hospitality Freedom of Choice Freedom of choice is an
element that provides tourists with the opportunity to choose products that give them
unique experiences and satisfaction. This means that at destinations, especially tourist
friendly destination, tourists have many options to choose from based on the suitability of
tourist offers and demands. According to Smith (2015), freedom of choice differs and
depends on the aim of a tourist’s trip whether it is for business, family or other reasons. In
line with this, every product should have variations so that tourists can choose what they
want based on the experience they desire. If they do not feel freedom in choosing products,
they will feel less happy and calm and vice versa (Smith, 2015). Freedom of choice also
depends on a person’s budget, past experiences, knowledge and holiday travel packages
 Local community’s acceptance of foreign languages
 Tourists use information centers
 Tourists’ perception of information services at the tourism destination which reflects
appreciation for their visit

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 Tourists’ sentiments of the destination wanting them to come and visit
 Tourists’ perception of the hospitality shown by the local community
F. NULL HYPOTHESIS
This research is conducted to prove that tour guides are not the most important
person in a tour, because they are just leading the tourists in a place where they need to go,
they are just giving information about a certain place. It's not their responsibility to treat
the tourist as a special person and take good care of them. Tour guides are not important
for the tourists because even if there are no tour guides, tourists can travel everywhere on
their own because technologies can be used as personal tour guides. And even if there is
no tour guides, the tourism industry can be successful on its own.
G. DEFINITION OF TERMS
Appropriate- refers to a suitable or fitting for a particular purpose, person, occasion, etc.
Behavioral intention (BI)- is defined as a person's perceived likelihood or "subjective
probability that he or she will engage in a given behavior".
Circumstances- refers to a condition, detail, part, or attribute, with respect to time, place,
manner, agent, etc., that accompanies, determines, or modifies a fact or event; a modifying
or influencing factor.
Commodities- an article of trade or commerce, especially a product as distinguished from
a service and something of use, advantage, or value.

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Compensation- something, typically money, awarded to someone as a recompense for loss,
injury, or suffering.
Dissatisfaction- the quality or state of being dissatisfied: discontent.
Destination loyalty- destination loyalty modeling of the global tourism☆ findings from the
research sample support the argument that destination image, consumer travel experience,
destination satisfaction are the key determinants of destination loyalty.
Effectiveness of interpretation- the degree to which objectives are achieved and the extent
to which targeted problems are solved
Enhance- intensify, increase, or further improve the quality, value or extent of.
Engender- cause or give rise to a feeling, situation, or condition.
Evaluation- refer to a systemic determination of a subject's merit, worth and significance,
using criteria governed by a set of standards.
Immersion- the action of immersing someone or something in a liquid.
Impression- the overall effect on something.
Interprets- to give or provide the meaning of; explain; explicate; elucidate.
- to construe or understand in a particular way.
Insufficiency- the fact of not being enough.
Invigorate- to give life and energy to animate.
Involvement- the fact or condition of being involved with or participating in something

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Negative Behavioral- can be defined as any action performed by a person or people which
is not in line with the norms and expectation of people living in the society.
Negative word-of-mouth- is a consumer response to dissatisfaction.
Neglected- to not give enough care or attention to people or things that are your
responsibility
Operation- the fact or condition of functioning or being active.
Organized- arrange in a systematic way, especially on a large scale.
Package tour- a vacation organized by a travel agent, with arrangements for transportation,
accommodations, etc., made at an inclusive price.
Perceived flow- flow experience has a positive effect on environmentally responsible
behavior. Perceived enjoyment influences consumers' intention to revisit a certain site.
Perceived playfulness- the quality of being light-hearted or full of fun.
Possesses- to have as belonging to one have as property own to have as a faculty, quality,
or the like.
Stakeholders- a person with an interest or concern in something, especially a business.
Supervises- refer to a person who supervises workers or the work done by others;
superintendent.
Tour guide- a person employed to show tourists around places of interest.
Tour operators- a travel agent specializing in package vacations.

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Tourist satisfaction- a measure of how tourism products and services supplied by a
company of the tourism system meet or surpass expectation of tourist
Travel agency- a travel agency is a private retailer or public service that provides travel
and tourism related services to the public on behalf of suppliers such as activities, airlines,
car rentals, cruise lines, hotels, railways, travel insurance, and package tours.
Trip advisor- shows hotel and restaurant reviews, accommodation bookings and other
travel-related content.
Visitor's dissatisfaction- levels have a greater bearing on a visitor's intention to return to a
destination than overall satisfaction
Vital- absolutely necessary, important or essential.
Wildlife tourism- wildlife tourism is an element of many nations' travel industry centered
around observation and interaction with local animal and plant life in their natural habitats.
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CHAPTER TWO
REVIEW OF RELATED LITERATURE
This chapter presents the related literature and studies after the thorough and in-
depth search done by the researchers. This will also present the synthesis of the study and
theoretical framework.
A. REVIEW OF RELATED LITERATURE
To gather information about tour guiding.
There are many definitions of tour guides, provided by various organizations. The
World Federation of Tourist Guide Associations (WFTGA) defines a tour guide as a person
who guides visitors in the language of their choice and interprets the cultural and natural
heritage of an area, and who normally possesses an area-specific qualification usually
issued and/or recognized by the appropriate authority (WFTGA, 2014). Another definition
given by the Federation of Turkish Tourist Guides Associations (TUREB) is that a tour
guide is a person who will introduce the country in the best way to the local and foreign
tourists, will help them during their tour, will give them the right information and who has
the authority document issued by the Culture and the Tourism Ministry (TUREB, 2014).
Even though there are different definitions of tour guide, an internationally accepted
definition given by the International Association of Tour Managers (IATM) and the
European Federation of Tourist Guide Associations (EFTGA) is that the tour guide is a
person who guides groups or individual visitors from abroad or from the home country
around the monuments, sites and museums of a city or region; to interpret in an inspiring
and entertaining manner, in the language of the visitor’s choice, the cultural and natural
heritage and environment (EFTGA, 2014).

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Tour service performance framework that assesses the impact of tour service
performance on tourists’ satisfaction with tour services and experience as well as their
behavioral intentions, based on data collected from 580 Chinese tourists participating in
package tours in Hong Kong. All of the scales used were pretested and refined using
confirmatory factor analysis (CFA). The results show that satisfaction with tour services
and satisfaction with the tour experience are distinct constructs with differential
relationships with the various tour services. Among the seven tour services examined, tour
guiding service has the greatest impact on satisfaction with tour services, whereas leisure
activities have the greatest impact on satisfaction with the tour experience. The results also
suggest that behavioral intentions are determined by tour guide service and tourist
satisfaction. The methodology employed allows a comprehensive and focused evaluation
of all services included in package tours. (Andrew Chan, Cathy HC Hsu, Tom Baum,
2015).
According to Tahir et.al (2015), Concerning the critical role of customer satisfaction
in the success of hospitality enterprises, researchers have long been investigating
customers' quality perceptions about hotel attributes and their influence on overall
customer satisfaction. However, for any quality improvement efforts, the limited company
resources have to be allocated according to the priority of attributes. Importance-
Performance Analysis (IPA) and Asymmetric Impact-Performance Analysis (AIPA) are
the quantitative techniques used by academics for this purpose. As ‘experience’ has come
to be considered central to tourism, research on the guide as communicator and experience-
broker has expanded. Guides broker experience in at least four domains – physical access,
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understanding, encounters and empathy. This conceptual paper examines, via the literature
particularly on the mediatory and brokering roles of the tour guide and its intersections
with social, economic and political trends, how and why the guide's role is changing.
Together these bodies of literature on guiding and on societal trends are used to underpin
a typology of future guided tour experiences distinguished by the target market, style of
guiding and use of communication, with varying outcomes for the tourist. To meet the
needs and expectations of twenty-first century tourists and the challenges of the global
communication environment, tour guides need to become more highly skilled experience-
brokers, including embracing technology to choreograph memorable experiences. To
satisfy tourists in search of personalized and meaningful experiences, guides in some cases
need to actively engage tourists in the co-creation of their own guided tour experiences.
The typology provides a management and research framework for examining these
relationships and their consequences. (Betty Weiler, Rosemary Black, 2015).
In reality, a guide wears several hats, and most of the times even without knowing
it. Guides are storytellers, entertainers, teachers, and professionals as they provide a service
in exchange for compensation. Guides are what make a tour great as they add a personal
touch to the tour. They invigorate the audience and have the significant ability to influence
a tourist’s experience. A good tourist experience can further spur positive word-of-mouth,
kind reviews, and will likely result in more sales for the tour guide (Gill, 2018). According
to these articles tour guides are the person who guides and give information to the tourist
about that specific place.

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To determine factors why tourists are satisfied in their tour.
The range of components involved in the construction of tourist expectations and
the influence these expectations generate on consumer satisfaction have been analyzed by
tourism and marketing researchers. However, the causes and consequences of negative
emotions such as disappointment seem to be neglected. Tourists' high expectations should
be met not only by the services sector, but also by the tourism destination itself. Service
insufficiency or the failure of the travel experience, along with other risk factors may lead
to tourists' (Gábor Michalkó, Anna Irimiás, Dallen J Timothy Tourism Management
Perspectives 16, 85-91, 2015).
As service failures cause customer dissatisfaction, they threaten the survival and
growth of service businesses. Service failures trigger negative emotions and negative
behavioral intentions for customers. These negative emotions and ensuing behavioral
intentions may include customer dissatisfaction, negative word-of-mouth, customer
switching, increased costs, and lower employee performance and morale (Bitner et al.,
1994; Lee et al., 2013). Dissatisfied customers due to a service failure probably will switch
the provider, will complain and/or will spread negative word-of-mouth. However, to what
extent some specific emotions triggered by dissatisfaction can mediate between the latter
and the previous mentioned behaviors? A sample of 359 users of restaurants and 308 users
of hotel services has shown that, whereas anger has a significant influence on the three
behaviors under study, regret only affects switching and negative word-of-mouth.
Furthermore, slight differences between hotels and restaurants have been found because,
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in the case of restaurants, anger is not an antecedent of switching whereas regret has an
inverse effect on complaining. (Sánchez-Garcia, I.; Currás-Pérez, R. 2018).
According to R Faullant, K Matzler, TA Mooradian - Tourism Management, 2014
This study aims to investigate the elements that affect customer dissatisfaction through the
service offered by the tour leader in on-tour service encounters. It also analyzed the role of
the tour leader within a long-haul escorted group. The relationship between overall
satisfaction with a travel agency and the generation of repeat business was also
investigated. The results revealed that the service attitude of the tour leader is sufficient to
satisfy tour participants but interpretation skills will enhance the customers' level of
satisfaction.
` Tourism organizations that have failed to master the right information. More
strategically, they re-shaping the fundamental structure of the industry. The significance of
crossing the new information threshold of ubiquitous communication access has brought
the entire tourism industry to the new levels of interactivity. Developments in searching
information, they have also radically changed the efficiency and effectiveness of the
information that they give, in the way that businesses are conducted in the marketplace and
how tour guides interact with organizations. Tourism and hospitality are social phenomena,
and the industries associated with them are largely application oriented. This study
examines the critical issues affecting the service quality and professionalism of the tour
guiding professions in Hong Kong and Macau. In-depth interviews were conducted with
industry representatives in the two regions. The issues identified are classified into six
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categories: unhealthy business practices of outbound travel agencies in China, immaturity
of the Chinese tourism market, exploitative measures by inbound tour operators, human
resource issues, role conflict, and service quality assurance mechanism (Wong & Chang,
2016).
Know what product you are selling. All too often customer dissatisfaction stems
from not really knowing what product we are selling. For example, in the fast food industry,
is the baseline product the quality of the food that is being sold or the time that it takes to
have the food delivered from the moment it is ordered? If the issue is time then long lines,
inefficient food delivery is bound to result in dissatisfied customers. In the case of leisure
tourism, the end line is fun and relaxation. Dissatisfaction is often based on not looking at
individual circumstances. Tourism and hospitality are not about “people” but rather about
“persons.” Those companies that treat their customers as individual guests tend to have the
lowest dissatisfaction levels. Those parts of the travel and tourism industry that treat their
customers as mere commodities register the higher levels of dissatisfaction. Dissatisfaction
comes not only from lack of caring and listening, but lack of knowing. All too often our
personnel have never been in the situation that is causing the customer to be dissatisfied.
In many cases dissatisfaction comes from a lack of flexibility and an understanding on how
to build customer loyalty. Employees need to have the right to ask, in this situation does
this rule make sense and is there a good reason for me to be able to override it (Merry Oaks,
2015).
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Major causes of visitor dissatisfaction are directly under the control of park
management or tour operators. Ethical conduct, legal compliance, visitor safety and
communication are key areas that need attention. Overcrowded conditions and congestion
at wildlife sightings requires the introduction of maximum limits to reduce the number of
vehicles entering high visitation parks (Prakash et.al, 2018). According to these articles the
major reason why tourists are unsatisfied with their tour is because of the lack of good
service of the tour guides and also on how they operate.
To verify how tourist satisfaction, affect at Prime Orienteer Tours and Travel
Incorporation.
According to Kuo et. al (2015), “Effects of Tour Guide Interpretation and Tourist
Satisfaction on Destination Loyalty in Taiwan’s Kinmen Battlefield Tourism”, meaning
the analysis confirms that tour guide interpretation has an influence on tourist satisfaction,
and that tourist satisfaction in turn influences destination loyalty. Destination loyalty is also
indirectly influenced by tour guide interpretation through tourist satisfaction.
The importance of customer satisfaction in which it is becoming more important in an
increasing competition environment. In this regard, high levels of customer’s satisfaction
have following impacts: increasing the number of repeat visitation, influencing word of
mouth recommendations reducing customer complaints which are likely to undermine the
organizations reputation (Zaper Oter - 2015).

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The customer satisfaction is affected in three different stages of tour by these factor
(pre-tour, on-tour and post-tour) in the first tour (pre-tour) affected by customer
expectations and previous experience. During the second stage (on-tour process) visitor
behavior, the perception of equity, unforeseeable events and customers stress tend to affect
customer satisfaction. In final stage (post-tour) is mostly shaped by customer experience.
(Bowie & Chang - 2015).
In today globalization process of travel and tourism, the role human resource
management issue, again, is more concerned. Expansion opportunities in home markets
with native customers have recently been limited by intense competition from a large
number of domestic companies. At the same time, there are more attractive opportunities
for business from foreign customers (Jean-Jacques et al., 2010; Cohen, 2012). On the other
hand, for expanding international travel, technological advances in terms of information
and communication have reinforced the rapid expansion of hospitality and tourism
organizations (Kriegl, 2000). As a result, the challenges for organizations when dealing
with international customers from many countries around the world will bring out a new
frontier in terms of employee issues because they have to interact with the variety of
languages, cultures, habits of foreign customers (Nickson, 2013).
In general, with the purpose of attracting customers to maximize profit, tourism
enterprises compete against one another not only on low price strategy or fascinating
destination provision, but also on the level and quality of services they offer to the
customers. Due to this competition, employees in the companies who provide services (e.g.
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tour operators, tour managers, tour guides) can be considered as one of the most significant
resources (Nickson, 2013).
Customer satisfaction is considered as an essential business goal because it is
assumed that satisfied customers are more likely to be repeat customers. Ideally,
organizations should attempt to go beyond simply satisfying customers and build customer
loyalty. According to Taylor (1998, p.41), the two factors that measure customer loyalty
are ‘likelihood to repurchase the product of service’ and ‘likelihood to recommend a
product or service to others’. Some studies have said that a 5% increase in customer
retention can generate a growth in profit of 25-95% across a range of industries (Reichheld
and Sasser, 1990; Reichheld, 1996). In addition, loyal customers are more likely to act as
free word-of-mouth advertising agents that can bring networks of friends, relatives and
other potential customers to a product or service informally (Shoemaker and Lewis, 1999).
Reichheld and Sasser (1990) asserted that word-of-mouth transfer might account for up to
60% of sales to new customers. Therefore, loyalty becomes a fundamental strategic
component for organizations and businesses. Obviously, the more satisfied the customers
are, the more likely they are to repurchase the product or service as well as to encourage
others to become customers. In order to retain customers, organization must try to satisfy
them, but a further and more significant objective must be considered, that is establishing
customer loyalty (Cronin et al., 2000; Petrick et al., 2001; Chen and Chen, 2010; Kumar et
al., 2013). According to these articles the tourist satisfaction of every tourist is key to retain
their customers.
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To identify the significant roles of tour guides to satisfy tourists.
Tour Guide is a person who guides groups or individual visitors from abroad or from
the home country around the monument, sites and museums of a city or region; to interpret
in an inspiring and entertaining manner, in the language of the visitor’s choice (Zaper Oter
- 2015)
According to Kuo et. al (2018), “The Asymmetric Effect of Tour Guide Service
Quality on Tourist Satisfaction”, tour guides perform a vital professional role in the tourism
industry. Tour guide performance not only helps shape a tourist’s impressions of a
destination but also has a significant influence on evaluations of a travel agency. Tour
guides perform a vital professional role in the tourism industry. Tour guide performance
not only helps shape a tourist’s impression of a destination but also has a significant
influence on evaluations of a travel agency.
An effective tour guide can enhance tourist involvement and engender immersion,
thereby transforming a regular experience into an extraordinary experience. Ann Heidi
Hansen (et.al) (2017) Tour operators and tour guides are a major stakeholder during
production and operation of organized package tours. Gurel Cetin (et.al) (2017)
The TGA should provide internal communication platform for guides to share ideas
and information and to exchange experience. Through holding the guide salon, fellowship
activities, guide advanced deeds share activities, TGA could strengthen the connection
between guides and the professional identity and a sense of pride of guides. Also, it can
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enhance understanding consequently make TGA a real “home” of tour guide (Zhao, P.,
2015).
Traveler’s wishes, needs and expectations keep changing constantly as destinations
view with each other to increase their share from the international tourism pie. Destinations
need to offer qualified service and renew themselves continuously. In this context, tour
guides as key representatives of destinations play a significant role on tourist satisfaction
and re-visit intention (Leguma, 2013).
This is oftentimes forgotten on a group tour because there’s a stigma that you already
paid for the trip and expect a certain type of experience, or level of service, in return. And
while that may be true, you should still thank not only your tour guide every so often, but
remember to show appreciation to locals, wait staff, hotel staff, and other guides you
encounter (Smarter, 2018). In today’s world, all industries have been affected seriously by
rapid change and competition. Having close relations with the customers for the business
enterprises, which want to stay in the market and attempt to increase their market share by
contributing highly to its own continuous improvement, has become compulsory due to
great competition existing among the business enterprises in the industries (Bulut, 2011).
Satisfying and retaining current and past customers is regarded as one of the most crucial
objectives of the service providers. Customer satisfaction is a complex phenomenon in the
study of consumer behavior as customers are heterogeneous and they come with different
needs and targets (Leguma, 2013).

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A guided tour is a special tourism product that is composed of many components
organized and offered together by a tour operator (Bowie & Chang, 2005). The components
of a guided tour include pre-arrival services, accommodation, restaurants, transportation
services and the tour guide/tour leader (Xu & Chan, 2010). Tourists are accompanied by a
tour leader or a tour guide during the on-tour process contrary to the independent travel,
which is performed by the traveler himself/herself (Wang, Hsieh & Huan, 2000).
According to Enoch (1996), a guided tour is a rational and effective way of organizing a
holiday as it provides an opportunity to make visit to the many attractions in a short time
period. Moreover, it is accepted as a less expensive way of travelling as the costs of
transportation services are shared among the participants of the tour, which differ it from
independent travel (Leguma, 2013). Customer satisfaction in the tourism industry has
become a complicated and interesting research topic to explore as the customers have
distinctive characteristics such as heterogeneity and their perceptions and expectations tend
to change over time (Leguma, 2013). According to these articles tourguides are not just
the one who guides the tourists in a certain places, they are also the one who make the
tourists feel safe, secured and at home, they also leave a good marks in the tourists heart.
30
B. THEORETICAL FRAMEWORK
31
Tourist System Approach is a group of interrelated, interdependent and interacting

to their customer with the help of three basic elements to meet their satisfaction. First is
elements in aspect of space, in you are a traveler and you want to have a fun and exciting
tour, you should know the location, safety and security, value of cost and accessibility of a
place that you want to tour to make sure that you can travel safe without any hassle. Next
are elements in aspect of activities. In travelling it’s so important to know their culture and
history, special events of that place and to make sure that your travel is totally worth it, you
need to experience their activities. And lastly, the elements in aspect of product service are
one of the most tour guides asset. As a tour guides your role is to show your services, hospitality, and
traveler’s freedom choice. All these three elements help the tour guides on Prime Orienteer Tours and
Travel Incorporation to get the satisfaction to their customer.
32
CHAPTER THREE
METHODOLOGY
This chapter provides the research design, research setting, sampling design,
respondents of the study, research instrument, and data gathering.
A. RESEARCH DESIGN
The researchers made use of qualitative research design and non-probability
sampling method to gather insights and experiences of the respondents. According to Polit
and Beck (2012), qualitative research involves the use exploratory research in order to gain
insight into opinions, motivations and underlying reasons.
B. RESEARCH SETTING
This study took place at Prime Orienteer Tours and Travel Incorporation (POTTI).
The place where the study will be conducted is at Sta. Rosa De Lima St. Bagong Ilog, Pasig
City. POTTI is a Tour and Travel Agency that specializes and provides quality Tour
Packages and Theater sponsorship to Academe and corporate clients as well. And it is also
providing quality tours that will instill in the minds and hearts of every individual the
beauty of every place and its importance in a country. The “Lungsod ng Pasig” or City of
Pasig is one of the cities and municipalities that make up Metro Manila in the Philippines.
It used to be the capital of the province of Rizal before Metro Manila was formed.
C. SAMPLING DESIGN
The researchers use non-probability sampling method where it is a process that does
not give others a chance to be being selected as a respondent to the research study.
33
According to Polit (2015), with nonprobability sampling, by contrast, there is no way of
ensuring that each member of the population could be selected; consequently, the risk of a
biased (unrepresentative) sample is greater.
D. RESPONDENTS OF THE STUDY
The respondents of the study are the selected tour guide at Prime Orienteer Tours
and Travel Inc. The researchers will choose 16 random tour guides, male or female and
who are currently working at Prime Orienteer Tours and Travel Inc.
E. RESEARCH INSTRUMENT
The researchers will utilize a structured survey. This will use as a guide for
questions and aspects that must be covered and to ensure complete and consistent
information across different interviews. It will start with orientation, purpose of interview,
and how the respondents will cooperate.
The researcher will use an open-ended question that will allow participants to
express their feelings deeper. The instrument that the researchers will use during interview
for documentations are: camera, voice recorder, and ready-made questionnaire for the flow
of interview. The researchers are allowed to ask more questions based on the respondents
answer since the interview that will be done is semi-structured.
The questionnaire comprises of two parts including:
Part I. Demographic profile of respondents such as name, age, and gender
Part II. It includes the questions about the experiences of respondents in tour guiding.
34
F. DATA GATHERING PROCEDURE
The data gathering will be divided into two parts:
Part I. Social Preparation
The researchers will prepare a letter to conduct a study at Prime Orienteer Tours
and Travel Inc. The place where the study will be conducted is at Sta. Rosa De Lima St.
Bagong Ilog, Pasig City. The letter will sign and approve by the Dean of Higher School of
University of Makati, Dr. Ma. Corazon E. Benosa, to officially conduct the said study.
Part II. Data Gathering
The survey will be done at Prime Orienteer Tours and Travel Inc. and the
respondents will be given fifteen (15) minutes each to answer the questions given.
35
CHAPTER FOUR
PRESENTATION, INTERPRETATION OF DATA, AND ANALYSIS
This chapter deals with the presentation, interpretation of data, and analysis
gathered by the researchers to answer the problem presented in the study. The purpose of
this research was to quantitatively examine the roles of tour guides and its impact to tourist
satisfaction at Prime Orienteer Tours and Travel Incorporation.
Table 1 To gather information about tour guiding.
Table 1 shows the gathering of information about tour guiding. The researchers
asked random tour guides to give their insights about this matter and there are different
obtained answers that have been broken down and generalized into three answers.
Table 1 shows how to gather information about tour guiding. For the insights about
tour guiding, out of fifteen (15) respondents, four (4) out of 15 respondents with a
percentage of 26.67 % answered giving detailed information to the tourist, five (5) out of
15 with a percentage of 33.33 % answered living the dream and six (6) out of 15 with a
percentage of 40% answered promoting the country. While for the best reference used,
seven (7) out of 15 with a percentage of 46.67 % used National Historical Commission of
the Philippines, six (6) out of 15 with a percentage of 40% used People/Mentor, and two
(2) out of 15 respondents with a percentage of 13.33% used Website/Internet. With a total
of 15 respondents with a percentage of 100 %.

36
The best reference in gathering information about tour guiding is the National
Historical Commission of the Philippines (NHCP). Tour guides find this source very
reliable, it guides them and helps them to be better in their chosen profession. While the
other references are also reliable, NHCP is the majority choice of the tour guides.
What are your insights Giving detailed Living the Promoting the
about tour guiding? information to the dream country
tourists.
4 5 6
What is the best reference National Historical People/Mentor Website/
in gathering information? Commission of the Internet
Philippines (NHCP)
7 6 2
Table 2 shows factors why tourists are satisfied in their tour. The researchers asked
random tour guides to give their ideas about this matter and there are different obtained
answers that have been broken down and generalized into three answers.
Table 2 shows factors why tourists are satisfied in their tour. For the factors that
affect tourist satisfaction with services. ten (10) out of 15 with a percentage of 66.67%
answered service, two (2) out of 15 with a percentage of 13.33% answered being
approachable and three (3) out of 15 respondents with a percentage of 20% answered
client’s safety. For the improvement of tour guides performance in satisfying tourists, three
(3) out of 15 with a percentage of 20% answered training, four (4) out of 15 with a
percentage of 26.67% answered being approachable, and eight (8) out 15 with a percentage
of 53.33% answered study. With a total of 15 respondents with a percentage of 100 %.

37
Based on the gathered information about the factors why tourists are satisfied in
their tour, the majority of the answers is the service. Tourists are most satisfied when they
get the best service that they want. Second is when they feel safe with the tour guides.
Lastly is when the tour guides are being approachable whenever the tourists need
assistance.
What do you think Service Being Client’s safety

are the factors that approachable
affect tourist 10 2 3
satisfaction with
your service?
How can tour guides Training Being Study
improve their approachable
performance in 3 4 8
satisfying tourist?
Table 3 shows how is the company affected by the tourist satisfaction. The
researchers asked random tour guides to give their insights about this matter and there are
different obtained answers that have been broken down and generalized into two answers.
Table 3 shows how tourist satisfaction affect Prime Orienteer Tours and Travel
Incorporation, nine (9) out of 15 respondents with a percentage of 60% said that more client
or more tours affects their company, and six (6) out of 15 respondents with a percentage of
40% said the good reviews affect the tourist satisfaction in their company. With a total of
15 respondents with a percentage of 100 %.

38
Table 4 shows the most essential role to meet the tourist satisfaction. The
researchers asked random tour guides to give their insights about this matter and there are
different obtained answers that have been broken down and generalized into two answers.
Table 4 shows the significant roles of tour guides to satisfy tourists. Two (2) out 15
respondents with a percentage of 13.33% answered providing information is the most
essential role, ten (10) out of 15 respondents with a percentage of 66.67% answered good
services is the most essential role, and lastly, three (3) out of 15 respondents with a
percentage of 20% answered the knowledgeable is the most essential tole to meet the tourist
satisfaction. With a total of 15 respondents with a percentage of 100 %.

39
CHAPTER FIVE
SUMMARY OF FINDING, CONCLUSIONS AND RECOMMENDATIONS
A. SUMMARY OF FINDINGS
Based on the survey results, findings show that Prime Orienteer Tours and Travel
Incorporation share insights about tour guiding to their clients by promoting the country
(40%), encouraging them to live the dream (33.33%) and by giving detailed information to
the tourists (26.67%). The result also shows that the best reference they use to gather
information and impart it to the tourists is the National Historical Commission of the
Philippines(NHCP) (46.67%). This was followed by expert mentors on the said spot (40%)
and through internet and websites (13.33%). Tourist satisfaction are mostly affected by the
services (66.67%) given by the travel and tours agency. Aside from this, assurance of
client's safety (20%) and employees being welcoming and approachable (13.33%) also
affects tourist satisfaction. Tourist guide can improve their performance and increase
tourist satisfaction by studying the place of tour (53.33%) and having additional trainings
about it (20%). Being friendly and approachable can also help improve tourist guide's
performance. According to the findings, the assurance that every tourist is satisfied is very
necessary and important for Prime Orienteer Tours and Travel Incorporation. These
satisfied tourists cause the travel and tours agency to have more tours, thus, more clients
(60%) and a good review which also leads to the recent (40%). Based on the survey, result
was found that tourist guide has a significant role in tourist satisfaction. This factors are
their good services (66.67%), which followed by being knowledge of the tourist spots
(20%) and being able to provide essential information on the tour (13.33%).
40
B. CONCLUSIONS
The researchers have come up with the conclusions based from the findings of the study.
Tour guiding is like promoting the place or the country. The most reliable source of
information is the National Historical Commission of the Philippines. Excellent service is
the more likely to satisfy a tourist. Tourist satisfaction can affect the company. Considering
the results that were gathered, this research shows how tour guides will satisfy the
costumers in their tour. In other word, how will the tour guides give information in tour
guiding. How will they promote the country that they will tour? In the survey, we can
determine how the tour guides give satisfaction from their tourist. In terms of the quality
of the service they give to the costumers. Approachable tour guides in communicating with
the tourist and how the tour guides assure the safety of them. Base on the survey, Tour
guides improve their effectiveness and their performance through the process of training
and how they implement their learning on what they have studied. Researchers consulted
the company of the Prime Orienteer Tours and Travel Incorporation. Base on them, if they
have more clients there is a possibility that they can provide tour which means that more
costumers they get, more chances the clients satisfy in their service. The role of a tour guide
in satisfying their guests is to meet their expectations and provide information, knowledge
in tour guiding and furnish a good quality service.
C. RECOMMENDATIONS
Based on the conclusions presented the following recommendations are suggested:
1.The tour guides should seek information about tour guiding services offered.
41
2.The tour guides should know how the tourists enjoy their tour or to be satisfied with their
tour.
3.The tourists should appreciate the tour guides effort and it serves as a motivation to work
harder
4.The tour guides should know something about the places that they are going to
5.The tour guides should know their main purpose.

42
BIBLIOGRAPHY
Michalkó, G., Irimiás, A., & Timothy, D. (2015)

https://asu.pure.elsevier.com/en/publications/disappointment-in-tourism-perspectives-on-
tourism-destination-man
CAB International (2019)

https://www.cabdirect.org/cabdirect/mobile/abstract/20113269942

https://books.google.com.ph/books?id=vcxBDwAAQBAJ&pg=PA1&lpg=PA1&dq=As+
service+failures+cause+customer+dissatisfaction,+they+threaten+the+survival+and+gro
wth+of+service+businesses+(Koc,+2006;+Coulter,+2009;+Weber,+2009;+Koc,+2010,+
2013;+Wang+et
Mehmet Yavuz Çetı̇ nkaya*, Zafer Öter, EJTHR (2016)

https://www.degruyter.com/downloadpdf/j/ejthr.2016.7.issue-1/ejthr-2016-0005/ejthr-
2016-0005.pdf
Anne Buchmann,Kevin Moore,David Fisher (2010)

https://scholar.google.com.ph/scholar?hl=en&as_sdt=0%2C5&q=factors+why+tourist+ar
e+unsatisfied+in+their+tour&btnG=
Dimitrios Buhalis, Daniel Leung, Rob Law 2011

https://scholar.google.com.ph/scholar?hl=en&as_sdt=0%2C5&q=eTourism%3A+critical
+searching+of+informations+for+tourism+destinations&btnG=
Athena H.N,.MakaKevin K.F.WongbRichard C.Y.Changc (2011)

https://scholar.google.com.ph/scholar?hl=en&as_sdt=0%2C5&q=%22Critical+issues+aff
ecting+the+service+quality+and+professionalism+of+the+Tour+Guides+in+Hongkong+
and+Macau%22&btnG=
43

Erdogan Koc (2006)

2013;+Wang+et
Michalkó, G., Irimiás, A., & Timothy, D. (2015)

https://asu.pure.elsevier.com/en/publications/disappointment-in-tourism-perspectives-on-
tourism-destination-man
Erdogan Koc (2006)

2013;+Wang+et
44
Appendix A
45
University of Makati
J. P. Extension, West Rembo, Makati City
March 07, 2019
Ms. Love Gatdula

Human Resource
Sta. Rosa De Lima St. Bagong Ilog, Pasig City
Dear Sir/Madam:
Warmest Greetings!
Good Day! We are the G11-04 TRM of University of Makati would like to ask your
permission to conduct a survey among your employee in your company. This is in view of
our research, entitled “The Roles of Tour Guides and its Impact to Tourist Satisfaction at
Prime Orienteer Tours and Travel Incorporation”.
The survey would take about 15-20 minutes and would be arranged at a time
convenient to the worker’s schedule (e.g. during break). Participation in the survey is
entirely voluntary and there are no known or anticipated risks to their participation in
this study. All information provided will be kept with utmost confidentiality and would be
used only for academic purposes. The names of the respondents and the name of your
company will not appear in any publication resulting in this study unless agreed to.
Should there be some clarification on this study, you may contact Mr. Virgilio A.
Soriano with this no. #:09486517234
Your approval to conduct this survey will be greatly appreciated. Thank you in advance
for your interest and assistance with this research.
Sincerely yours,
BARTOLOME Z. CERIA
Group Leader
Noted by:
VIRGILIO A. SORIANO III
Faculty- Practical Research 1
46
Appendix B
47
J. P. Extension, West Rembo, Makati City
Dear Respondents,
Good Day! We are the G11-04 TRM of University of Makati would like to invite you for a survey
about our research, entitled “Employability of Graduate Students in Tourism Industry”.
The survey would take about 15-20 minutes and would be arranged at a time
convenient to your schedule (e.g. during break). Participation in the survey is entirely
voluntary and there are no known or anticipated risks to participate in this study. All
information provided will be kept with utmost confidentiality and would be used only for
academic purposes. Your name and the name of your company will not appear in any
publication resulting in this study unless agreed to.
If you agree, kindly sign below acknowledging your permission for us to conduct this
survey. Your approval to conduct this survey will be greatly appreciated. Thank you in
advance for your interest and assistance with this research.
SLIP
DATE:
I am _______________________ read and understood the above mentioned and also agree
to voluntarily participate in your research study and answer your question truthfully.
Signature
48
Appendix C
49
J.P. Rizal Extension, West Rembo, Makati City
Survey Form
The Roles of Tour Guides and its Impact to Tourist Satisfaction at Prime Orienteer Tours
and Travel Incorporation
PART I: Respondent Profile

Name: __________________________________
Age: ______ Gender: ________
PART II: Answer the question correctly. Write your answer on the space provided.
1. What are your insights about tour guiding?
2. What are the references you use in gathering information in tour guiding?
3. What is the best reference for you and why?
4. What do you think are the factors that affect tourist satisfaction with your service?
5. How can tour guides improve their performance in satisfying the tourist?
50
6. How does company affected by the tourist’s satisfaction?
7. What are the ways that you used to encourage, attract and to hire tour guides from your
company?
8. How can you gain the trust and loyalty of the tourist?
9. As a tour guide, what is the most essential role to meet the tourist satisfaction?
51
DOCUMENTATION
52
PERSONAL INFORMATION
Blessy Kessiah M. Abrio
Blk.17 Lot 26 Phase 1 Pinagsama Taguig City
Mobile No. 09263585752
Ablessy33@gmail.com
Sex: Female
Age: 16
Date of Birth: July 31, 2002
Place of Birth: Taguig City
Civil Status: Single
Citizenship: Filipino
Religion: Roman Catholic
Father’s Name: Florito Jun Abrio
Mother’s Name: Carlita Abrio
53
BartolomeZ.Ceria
Blk.17 Lot10 Calachuchi St. Pembo, Makati City
Mobile No. 09387252077
bartceria01@gmail.com
Gender: Male
Age: 17
Date of Birth: November 15, 2001
Place of Birth: Makati City
Father’s Name: Rogelio E. Ceria
Mother’s Name: Analisa P. Zarco
54
Irish Delos Santos
157-A 19th Ave, East Rembo Makati City
Mobile No.
Delosantosirish1220@gmail.com
Gender: Male
Age: 17
Date of Birth: April 29, 2001
Religion: INC
Father’s Name: Benjamin Delos Santos jr.
Mother’s Name:
55
Theresa Mae Ortiz De Luna
264 Ilang-Ilang St. Cembo,Makati City
Mobile No. 09303121664
tdeluna.k11833958@umak.edu.ph
Sex: Female
Age: 16
Date of Birth: May 08, 2002
Father’s Name: Florante Mangilit De Luna
Mother’s Name: Mary Ann Ortiz De Luna
56
Sheena Marielle Flores
33-G.L Jeana St, West Rembo Makati
City
Mobile No. 09667566199
ssheenamarielleflores@gmail.com
Sex: Female
Age: 17
Date of Birth: October 09, 2001
Religion: INC
Father’s Name: Marlon Flores
Mother’s Name: Leslie Flores
57
Nicole R. Laserna
131 caimito St. Blk 5, West Rembo Makati City
Mobile No. 09179185646
Heyitsnics01@gmail.com
Sex: Female
Age: 18
Date of Birth: January 18, 2001
Religion: Christian
Father’s Name: Allan M. Laserna
Mother’s Name: Geraldine G. Robles
58
Joenas
T.Rotia
201 Mansanas St. Blk 7 West Rembo, Makati City
Mobile No. 09083881746
joenasrotia@yahoo.com
Sex: Male
Age: 17
Date of Birth: September 29, 2001
Religion: Catholic
Father’s Name: Edwin Rotia
Mother’s Name: Erlinda Rotia
59
Christia Angelika D. Sabado
#9 Capistrano St. Hagonoy Taguig City
Mobile No. 09468520415
sabado.christia@yahoo.com
Sex: Female
Age: 17
Date of Birth: July 24, 2001
Place of Birth: Pasig City
Religion: Bomagain Christian
Father’s Name: Anthony Sabado
Mother’s Name: Annabelle Sabado
60
Justin Jade Vista
212 Camotes St. Pitogo Makati City
Mobile No. 09359303872
Justin.vista@gmail.com
Sex: Male
Age: 20
Date of Birth: September 1, 1998
Father’s Name: Jose B. Vista
Mother’s Name: Mary Jean Vista
61
Tricia Ysabel P. Yabut
#27 sk Ramirez Sy. Tuktukan, Taguig City
Mobile No. 09186389441
triciayabut@22@yahoo.com
Sex: Female
Age: 17
Date of Birth: Febuary 21, 2002
Place of Birth: Pasig City
Religion: Catholic
Father’s Name: Roderick M. Yabut
Mother’s Name: Jovelyn P. Yabut

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1

THE ROLES OF TOUR GUIDES AND ITS IMPACT TO TOURIST SATISFACTION

Abrio, Blessy Kessiah M. Laserna, Nicole R.

Ceria, Bartolome Z. Rotia, Joenas T.

Delos Santos, Irish Sabado, Christia Angelika D.

De Luna, Theresa Mae O. Vista, Justin Jade

Flores, Sheena Marielle Yabut, Tricia Ysabel P.

Higher School ng Umak

In partial fulfillment of the requirements for Practical Research 1

Mr. Virgilio A. Soriano III

(Instructor Practical Research 1)

1 has been examined and hereby recommended for Oral examination,

Mr. Virgilio A. Soriano III

We dedicate this research to God almighty, my source of information, wisdom,

constant support and encouragement to do this research.

Chapter One: Background and its Setting

B. Statement of the Problem……………………………………………......2

C. Significance of the Study………………………………….…………….2

D. Scope and Limitation of the Study……………………….......................3

G. Definition of Terms …………………………………….……………....5

Chapter Two: Review of Related Literature

A. Related Literature and Studies……………………………………….....9

Chapter Three: Methodology

D. Respondent of the Study……………………………………………....24

E. Research Instrument …………………………………………………...24

F. Data Gathering Procedure ……………….…………………………….25

Chapter Four: Presentation, Analysis and Interpretation of Data

Chapter Five: Summary, Conclusions and Recommendation

C.Recommendation …………………………………………………. ….33

BACKGROUND OF THE STUDY

An ever-increasing number of destinations worldwide have opened up to, and

world according to United Nations World Tourism Organization’s (UNWTO, 2014).

performance contributes to the whole success of the tour.

reaches more people to be informed of this certain piece of information.

B. STATEMENT OF THE PROBLEM

Tour guides provide entertaining, relevant, and organized heritage information to

satisfy tourist. Specifically, this answered the following questions:

1. To gather information about tour guiding.

2. To determine factors why tourists are satisfied in their tour.

4. To identify the significant roles of tour guides to satisfy tourists.

C. SIGNIFICANCE OF THE STUDY

This study is conducted to benefit the following:

for their research.

improvement to work on their weaknesses.

D. SCOPE AND LIMITATIONS

Tourists’ perception of the differences in reception towards the products offered

Tourist friendly destination is a concept used by relevant parties to promote tourism

a tourism system approach

 Tourists’ perception of the reception towards the products offered

 Tourists’ perception of their interest in visiting tourism destination during trips

 Level of tourists’ involvement in the products offered

 Perceptions of facilities, services and experiences available based on tourists’ priorities

 Tourists’ acceptance of the local hospitality Freedom of Choice Freedom of choice is an

 Local community’s acceptance of foreign languages

 Tourists use information centers

 Tourists’ perception of information services at the tourism destination which reflects

appreciation for their visit

 Tourists’ sentiments of the destination wanting them to come and visit

 Tourists’ perception of the hospitality shown by the local community

no tour guides, the tourism industry can be successful on its own.

Behavioral intention (BI)- is defined as a person's perceived likelihood or "subjective

probability that he or she will engage in a given behavior".

Commodities- an article of trade or commerce, especially a product as distinguished from