PANPACIFIC UNIVERSITY NORTH PHILIPPINES-TAYUG CAMPUS

Lopez Jaena St. Tayug, Pangasinan

Basic Education Department

CUSTOMERS’ SATISFACTION TOWARDS FORMULATED STRATEGIES OF

RESORTS: AN ANALYSIS

In partial fulfilment of requirements for Research

in Daily Life 2

Researchers:

BONDOC, Janine R.

DE GUZMAN, Tonirose C.

DIVINA, Medela B.

TORIO, Kristine Kaye R.

SOTTO, Amentohep M.

October 2018
 APPROVAL SHEET

This thesis entitled “CUSTOMERS’ SATISFACTION TOWARDS

FORMULATED STRATEGIES OF RESORTS: AN ANALYSIS” prepared and
submitted by Janine R. Bondoc, Tonirose Chrisell C. De Guzman,
Medela B. Divina Amentohep M. Sotto and Kristine Kaye R. Torio
in partial fulfilment of the requirements in Research in Daily
Life 2, has been examined and is recommended
for______________.

CHRISTIAN A. EVANGELISTA

Adviser

____________________________________________________________

PANEL OF EXAMINERS

Approved by the Committee on ____

Accepted and approved in partial fulfilment of the

requirements for the Research in Daily Life 2.

CHRISTIAN A. EVANGELISTA

Adviser
 ACKNOWLEDGEMENT

Before anyone else, we, the researchers want to offer

this paper of hardships, efforts and perseverance to our

Almighty God above. He bestowed everything we need, the

strength, wisdom, hope and guidance to successfully finish

this journey.

The researchers wishes to extend their gratitude and

appreciation to all the respondents who willingly lend their

time in answering the questionnaires. Without them,

conclusions and realizations would not be made possible.

Moreover, to the Panels headed by our research adviser

Mr. Christian A. Evangelista, Mr. Cyrel M. Malinab, the

University Statistician, Ms. Gleenmore Pasamonte, our

classroom adviser, Ms. Mylene Almario, Mr. Romell Divina and

Mr. Elmar Fernando who kept all their senses towards our group

consistently right from the front page until the last page of

this research. This research would not be accomplished if

without all the guidance, supports and efforts from you

teachers. Thank you and we salute you.

To our family, you provided us the unconditional love,

care and support throughout this amazing journey. To our

friends and classmates, thank you for motivating us in

hilarious way yet powerful enough to boost our determination.

Thank you very much, may God showers you a never-ending

blessings for helping us.

 DEDICATION

This thesis is dedicated to my parents, for always being

there whenever I need someone to talk to with my problems;

for the unconditional support and love and for always

reminding me to always work hard for the things that I aspire

to achieve. And also to my siblings, who have always been the

constant source of support and encouragement during the

challenges I faced during this semester. To my co-

researchers, who give their whole time in accomplishing this

thesis, for the ideas we have shared to each other, and for

the lessons we have learned in the challenges we faced

together.

Janine R. Bondoc
 DEDICATION

First of all, I want to dedicate this research study to

our Almighty God for guiding us in doing this research and for

giving us the strength to do our part. Also I dedicate this

to my Mama and Papa for always supporting me, and for always

giving me extra money for unforeseen expenses. Second, to our

leader and co-members, for helping me and accepting me to be

one of their members. And lastly, our Research Adviser, Mr.

Christian Evangelista for being one of the coolest teacher

ever. Because of him, I experienced how difficult defense was,

but at the same time an exciting one.

Tonirose Chrisell C. De Guzman

 DEDICATION

First and foremost, I want to dedicate this research

study to our almighty God. His presence and guidance embraces

us throughout the process of accomplishing this given task.

Secondly, to myself and my co-researchers. This study

strengthens our bond as one team. Together, we were able to

conquer the difficulties and downfalls we have encountered in

this journey. Those overtimes and sleepless nights will soon

be paid off. Particularly, aside from the knowledge I gained,

no matter how rough the road is, still, wonderful prize is

waiting for us. Also, to my ever hardworking parents who

always give me hope and cheer everyday, thank you for lifting

my head when I’m about to bow down and give up.

Moreover, to Mr. Christian Apigo Evagelista. Thank you

Sir CH, for the loads of guidance, corrections and

understanding. For providing us all the information essential

for our study. To Mr. Cyrel Manzano Malinab, thank you for

lending us your ears and time during consultations. You showed

us that there is still hope for a paper with full of errors.

Lastly, the panellists who lend their time and ears just to

make sure that our research paper will flow successfully.

Thank you teachers, I salute you.

Medela B. Divina
 DEDICATION

I want to dedicate this research to my family because of them

I am here to study hard and to participate in this research.

They are also my motivation in all of my subject and on this

thesis. Especially to my mother who work abroad just to sustain

the financial support. I also want to dedicate this to Sir Cyrel

M. Malinab and Sir Christian A. Evangelista because without them

we cannot fulfill this study. They pushed and encourage us to

study hard and to finish this thesis successfully.

Lastly, to my group mates, I want to thank them because

without their presence we cannot push this thesis and for those

who have offered themselves to help whole heartedly in the

fulfillment of this study.

Kristine Kaye R. Torio

 DEDICATION

I dedicate this study to my family because they are my source

of strength even though we are far from each other. They keep

on reminding me that someday, all my sacrifices will be worth

it. Also to my co-researchers, thank you for an amazing

journey of learning and conquering obstacles in accomplishing

this task. Lastly, the teachers who wholeheartedly lend their

time and guidance.

Amentohep M. Sotto
 ABSTRACT

Tourism has become an important sector for the growth

and development of country’s economy. Its main benefits are

income creation and generation of new jobs. The Philippines’

rising appeal as a tourist destination is undeniable. Resort

is the leading spot for vacationers. People travel for all

kinds of reasons, adventure, relaxation, or escape

(travelmaestro).

The researchers employed a quantitative approavh

specifically a descriptive method as fact-finding to describe

the gathered data. Purposive sampling was also used to

guarantee grater validity. The locale of the study is

Natividad Pangasinan. Indirect method was used through a

questionnaire administered on one-hundred respondents.

Average weighted mean was also used to obtain the mean in

order to determine the satisfaction level of respondents

towards the resorts.

Furthermore, the researchers used Anova to determine the

significant difference between resorts formulated strategy

and level of satisfaction.

Majority of the five resort failed to satisfy the

satisfaction level of respondents towards advertising style

and fell under somewhat dissatisfied. Probably because all

the five resorts were located in remote areas. Affordability,

sanitation and accessibility are the leading factors why

customers visit the resorts.

 TABLE OF CONTENTS

TITLE PAGE i

APROVAL SHEET ii

ACKNOWLEDGEMENT iii

ABSTRACT iv

DEDICATION v

TABLE OF CONTENT ix

LIST OF TABLES x

LIST OF FIGURES xi

Chapter I: The Problem

Background of the Study

Theoretical/ Conceptual Framework

Statement of the Problem

Chapter II: Design and Methodology

Research Design

Population and Locale of the Study

Data Gathering Tools

Data Gathering Procedures

Treatment of Data
Chapter III: Presentation, Analyses and Interpretation of

Data

Research Design

Population and Locale of the Study

Data Gathering Tools

Data Gathering Procedures

Treatment of Data

Chapter IV: Conclusion and Recommendation

Conclusion

Recommendation

References Appendices

Appendix A: Questionnaires

Appendix B: Sample Computations and Table

Appendix C: Letters

Curriculum Vitae
 LIST OF TABLES

Table 1: Satisfaction level of respondents towards the

descriptors of formulated strategies at Summer Park.

Table 2: Satisfaction level of respondents towards the

descriptors of formulated strategies at Sirok Manga.

Table 3: Satisfaction level of respondents towards the

descriptors of formulated strategies at Ferrer’s Resort.

Table 4: Satisfaction level of respondents towards the

descriptors of formulated strategies at Cramby’s Pool.
Table 5: Satisfaction level of respondents towards the
descriptors of formulated strategies at San Mac Pool.
Table 6. Complete data gathred of the satisfaction level of
respondents towards the descriptors of formulated strategies
at Summer Park.
Table 7. Complete data gathered of the satisfaction level of
respondents towards the descriptors of formulated strategies
at SM Resort.
Table 8. Complete data gathered of the satisfaction level of
respondents towards the descriptors of formulated strategies
at Ferrer’s Resort.
Table 9. Complete data gathered of the satisfaction level of
respondents towards the descriptors of formulated strategies
at Cramby’s Pool.

Table 10. Satisfaction level of respondents towards the

descriptors of formulated strategies at San Mac Pool.

Table 11. Anova or Analysis of Variance between formulated

strategies and level of satisfaction.
 LIST OF FIGURES

Figure 1.0: Research Paragidm

 Chapter 1

THE PROBLEM

Background of the Study

Tourism is a complex phenomenon that can be

conceptualized on several levels. It can be considered

demographically. As the flow of temporary leisure migration

across international boundaries (international tourism) or

written the boundaries of a given country (domestic tourism).

It can be thought of institutionally, as the system of

enterprises ( airlines, travel companies, touring agencies,

hotels, resorts, guest houses, souvenir shops, restaurants,

theme parks, and so on)and organizations (travel association,

local and national tourist authorities, and international

tourist organizations) that process and serve that flow.

Finally, it can be conceptualized socially, as the complex of

attitudes, motivation, norms, and role models that regulate

and shape that flow into a distinct institutional domain.

Tourism has become an important sector that has an impact on

development of country economy. The main benefits of tourism

are income creation and generation of new jobs. For many

regions and countries it is the most important source of

welfare like the Philippines.

One of Philippines best assets is its 7,000 islands,

edged by white sand and buffering turquoise waters filled

with some of the world’s most diverse marine life. And most

of them are relatively unexplored. Philippines is known for

its tremendous resorts typically rooted over in a place where

the touch of nature is abundant. The Philippines’ rising

appeal as a tourist destination is undeniable. International

tourist arrivals to the Philippines rose by 16.1% to 1.4

million visitors for the period January-February 2018

compared to its level in the same period last year. South

Korea remained the top tourism market of the country with

25.2% share to the total Philippine tourist arrivals from

January to February 2018, with 354, 700 visitors. China was

second with 256,880 visitors in the country, followed by US

with 193, 985, Japan with 117,300 and Australia with 50,404.

The highest number of tourist arrivals in 2017 was recorded

in January at 631, 639 visitors while the lowest was in June

474, 854 visitors.

Nowadays, majority of the members of the society

especially those who are engage into stressful work or hectic

school days are craving for a place where enjoying and

partying is the main agenda. With so many amazing resorts

worldwide, resorts became the frontline for recreational and

stress reliever site particularly among those countries with

tropical and dessert climates like the Philippines. Resort is

define as a place to which people frequently or generally go

for relaxation or pleasure, especially one provides rest and

recreation facilities for vacationers. The number of resorts

in the Philippines grew in number as many Filipinos found

resorts as their comfort place and reunion time against

stressful days. People wants to forget and escape awhile from

the loads of paper works and nerve-cracking deadlines.

Resorts vary in different types. The basic types of resorts

are Beach Resorts, Golf Resorts, Island Resorts, Luxury

Resorts, Lake Resorts, Mountain Resorts, Ski Resorts, Spa

Resorts, All Inclusive Resorts, Pet-Friendly Resorts, Casino

Resorts and many more.

All- Inclusive Resorts offer this type of all-in-one

vacation. Typically charge one set price for lodging, as well

as unlimited food, drink, tips, activities and entertainment.

You end up paying one price to enjoy all you need for an

entertaining vacation. All-inclusive vacation packages also

include hotel transfers and airfare with hassle-free choices

with travellers of all ages. Beach Resorts directly located

on a major beach. They offers many exciting water activities

such as parasailing, beach volleyball, snorkelling, wind

surfing and etc. If you love golfing, you should book your

next vacation in a Golf Resort. The resort have an on-site

golf course. Golf Resort includes golf passes so guest can

play a round or two for no additional charges. Island resorts

are mostly private. Activities offered by this resort is

likewise the water activities of beach resorts. Lake Resorts

are resorts near a lake. Guest can enjoy a wide range of

water activities. Luxury Resorts are elite properties which

requires a lot of money for expenses. Guest can enjoy fully-

staffed premises with exciting daily activities, first-class

amenities and services and the best cuisine. Definitely an

expensive place to enjoy. Mountain Resorts make the customers

enjoy the remarkable scenery while staying sky-high from the

ground. Hiking, downhill, sight-seeing and other mountain

activities will make you palpitate in excite. Pet-Friendly

Resorts allow cats and dogs to stay with their owner. Some

restrict the size of the animal and includes special pet menu.
Ski Resorts are for the countries with a snow season. Spa

Resorts are for the guest who is yearning for a relaxing

massage. Casino Resorts are for those who enjoy travelling

and gambling. Here vacationers may enjoy almost every type of

betting imaginable from blackjack, craps and poker to

baccarat, slot machines and Keno. Tropical Resorts are for

those travellers choose to escape winter blues. Tropical

Resorts in the Philippines attract sun seekers who enjoy

activities under the sun.

In the Philippines the most common and popular type of

resort are beach resort, island resort and all-inclusive

resort. During peak seasons, majority of the resorts in the

Philippines especially beach resorts are overloaded due to

supreme number of customers, both local and international

tourists. The Philippines again topped the world in terms of

social media usage as the number of internet users in the

country hit 67 million people. Obviously internet is very

crucial for any types of business. Resorts promotions can be

done successfully through the help of modern and high-tech

way of advertisement and vastness of social media where

details can be posted. Dealing the triumphant advancement,

internet is a network of almost transaction system and

extremely beneficial in gathering information for online

services. Resorts that are popular, affordable and offers a

relaxing scenery tops the list. Some travellers are quite

picky, instead of how much it cost and how popular the resort

is, they tend to investigate first its service quality.

Resorts increase in demand compared to hotels. Hotels might

have finites activities to offer, unlike resorts that is

usually spread out over wider land considering more

activities for guests to partake in.

In Philippines, highly known resorts are Boracay in

Aklan, El Nido in Palawan, Dedon Island in Siargao, Samal

Island in Davao and many more. Nevertheless of what was

mention, another breath-taking attractions can be found in

Pangasinan. Pangasinan is well known for the Hundred Islands,

a popular tourist spot in Alaminos. A little further

exploring, however, will prove that the province had so much

more to offer. To highlight some, Patar White Beach in

Bolinao, Cabongaoan Beach in Burgos, Bolo Beach in Alaminos,

Tambobong Beach in Dasol, BonuanTondligan Beach and Lingayen

Long Beach in Lingayen, Tondol Beach in Anda, Sabangan Beach

in Agno and many [Link] for backpackers, families and

big groups on a budget. Aside from this well-known resorts in

the province of Pangasinan, lying at the foot of the Caraballo

Mountains, Natividad has become Pangasinan province’s fast-

emerging pilgrimage site and ecotourism destination. The town

features Sky Plaza, a park built on the top of the a hill in

Barangay Batchelor East, and a waterfall , which is 2

kilometers away named The Maranum Falls. Sky Plaza has a two-

story octagon shaped multipurpose hall, a chapel, a 120-meter

zip line,picnic tables and wide park parking spaces. It also

serves as base of a 287-step concrete stairway that leads to

a grotto of a Virgin Mary in the upper side of the hill, and

a little higher behind it, to a 30-foot Holy Cross. From the

Cross is the winding trail leading to the mountain top, where

a 30-foot statue of Christ the Redeemer, called “Ayatni Apo

Jesus” (God’s Love) stands. Jesus Christ’s fiberglass statue,

which was erected in June last year, is 1, 108 meters above

sea level, overlooking the town. Aside from this, Natividad

has its different resorts where you can relax and chill after

a tiring day. Sirokti Manga Resort, Ferrer Resort, Cramby’s

Resort, San Macario Pool, Summer Park Resort and other ongoing

resorts. These resorts offer a budget friendly expenses and

relaxing sceneries.

Certainly, resorts increase in demand as leading spot

for vacation. Perhaps the most distinguishing features of

resorts are the favorable climate, and wide range of

recreational activities they provide. Resorts are generally

located in less populated areas offering relief from smog and

congestion. The number and range of amenities is another

alluring feature of a resort. In today’s highly competitive

environments, the competency between owners of different

resorts are sweltering in the society. Aiming to be number

one and remain in trend, developing sophisticated strategic

plans is consider a big deal. Constructive and useful resorts

development requires a broad-based understanding of changes

taking place in the marketplace in which the business competes

or planning to compete. Formulate improvements that will make

the customers appreciate and acknowledge the resort. Such as

first-class amenities that rival many comparably-priced

hotels. These upgraded amenities are primarily located in the

guest room, bathroom or in the recreational and cultural area.

People of this generation aspire a physically fit and active

body while having vacation. Make them engage in different

sports activities or might reawaken the traditional

LarongPinoy. There are many factors that need to be considered

while selecting or choosing a resort. The affordability of

resort is one factor to count on. Lower cost for vacationing

is what they look for. Offering special discounts or

complimentary items or options to guest might make you win

their pick. Sanitation is also a factor. According to QSR

Magazine, affordability, sanitation and accessibility may be

the most important factors in attracting and keeping

customers

Resort industry is undeniably a distinctive and dynamic

segment of the hospitality industry, producing a unique

environment where travellers really want stay in and

memorable memories that visitors will love and treasure.

Theoretical or Conceptual Framework

According to travelmaestro, people travel for all kinds

of reasons adventure, relaxation, or escape. But one thing

that all travel has in common is that it is transformational.

It changes the way an individual think, how a person see the

world and feel about themselves. These are generalizations,

but let’s drill down into specifically why people love to

travel. People love to travel because it provides enjoyment.

Travel gives happiness and fills one’s mind with wonder.

Treasuring memorable moments like watching smiling children

perform their cultural heritage dance, or seeing amazing

sights like the Northern lights dancing the Arctic sky. Travel

allows everyone experience things first hand. Travel gives

lifelong memories. Discovering foreign places that will

remain in mind and eye forever. Laughing and playing with

loved ones on a family cruise creates fond memories that last

through the years. Travel takes a human being step out of the

comfort zone. New situations that will contribute to

additional learnings and enhances insights. It can be as

simple as recognizing foreign currency denominations or

something a bit more complicated like navigating a new

transportation system of a city. Travel helps reaching life

limits with physical challenges like Inca trail or

frustrating obstacle such as delayed flights. But whatever

the hurdle, aim to succeed and feel the pride of achievement.

Travel stimulates intellectual ability. Experiences broaden

one’s knowledge of the world in a way which might never learn

from a textbook and gives interesting subjects to discuss

with others. Travel serves a key to open new doors where

excellent life conclusions and life opportunities may found.

Travelling to distant places always tends to fascinate.

Tourism, as a concept, has come a long way, and the activity

has been classified into various types (and still counting).

With the development of new tourist infrastructure, and owing

to the extreme competition in the sector, several new ideas

of promoting tourism is coming up. The tourism sector today

aims to cater to the needs and preferences of all types of

tourists, and thus, seems to take into consideration of

specific areas of their interest. Therefore, today we have

plethora of tourism types and innumerable options to choose

from. Tourism can be classified in different categories. To

name a few, the first is Adventure tourism also known as

adventure travel, this kind of tourism is becoming very

popular amongst adventure seekers, who are always in the quest

of something fresh to satisfy their adrenaline rush.

Generally, adventure tourists indulge in extreme activities

such as mountaineering, hiking, bungee jumping, rock

climbing, scuba diving and so on. Birth right citizenship is

the stuff that is sought by people involving in birth tourism.

It entails traveling from one country to another, in order to

give birth so that the child automatically becomes a citizen

of the destination country. While the practice seems a little

far-fetched, it is common in countries with economic, social,

and political instability. Once their offspring become

citizens of developed nations, and thereby, gain all the

benefits. Another tourism category is called medical tourism.

It constitutes the travel of patients from one place to

another in order to acquire proper medical care and treatment.

Suicide tourism is a subset of medical tourism in which

patients suffering from incurable ailments tend to travel to

other nations where euthanasia is legal. The broadest

category of tourism that involves a socially responsible

travel to virtually undisturbed and pristine areas of natural

beauty is called Ecotourism. Travelling to places, the

primary attractions of which are flora and fauna, natural or

artificial landforms and settlement of indigenous

communities.

With advances in transportation and information

technology, even the most remote places on Earth are within

reach of the traveller. Concurring to The Nature Conservancy,

tourism is now the largest industry in the world, with nature

tourism as the fastest growing segment. Nature tourism is one

of the primary explanation why different facilities

especially resorts and hotels were being formed in a place.

These structures were built to support the needs and wants of

visitors upon their stay. Comfy and relaxing ambiance is what

they hunt for. According to Ozdemir Gocke, in choosing a

resort, travellers tend to consider the environmental quality

while making decisions upon the destination to visit. The

complex image of the resort, where the tourist has about after

visiting it, is crucial for creating loyalty and also word of

mouth advertising among visitor. Resorts, generally subject

to seasonal tourism activities, should have a positive image

through many aspect in order to attract tourist and try to

sustain it by time. Resort planning is essential in order to

shape the future and the image of the resort destination. In

addition the satisfaction of the tourist will be retained if

the tourist believes that they are getting high value from

the destination image that will determine the future of the

destination. The resort experience is intangible and the

competition among the resort destination is determined by the

image of each resort.

 Input Output
Process Proposed
1. Responde
nts 1. Determi measures to
satisfac ning ensure the
tion the customers
towards level satisfaction
each of .
resort. satisfa a. Creatin
2. Resort ction g a
formulat in each more
ed resort. effecti
strategy 2. Determi ve form
in terms ning of
of: the adverti
a. Service correla sements
Quality tion of is
b. Sanitati Respond highly
on ents recomme
c. Advertis Satisfa nded.
ing ction b. Regular
Style. towards check-
d. Safetine resort
ups of
ss formula
facilit
e. Affordab ted
ies and
ility strateg
equipme
f. Accessib y.
nts.
ility
c. Place
enough
number
of
trash
bins.

Figure 1.0 Research Paradigm

Statement of the Problem:

Certainly, this study aims to answer the following

questions:

1. What is the satisfaction level of the respondents

towards formulated strategies by the resorts in terms of:

a. Service quality

b. Sanitation

c. Advertising Style

d. Safetiness

e. Affordability

f. Accessibility

2. Is there a significant difference between the

satisfaction level of the respondents with the formulated

strategies of each resort?

3. What are the proposed measures to keep their name in

trend?

Null Hypothesis

There is no significant difference between formulated

strategies of each resort and satisfaction level of the

respondents.
 Chapter 2

DESIGN AND METHODOLOGY

This chapter presents the methods and procedures that

the researchers used during the study. It includes research

design, population and locale of the study, scope and

delimitation, data gathering tools, data gathering procedures

and statistical treatment of data.

Research Design

The study employed a quantitative approach for the

numerical analysis of data. Specifically, using a descriptive

method. Descriptive method is a fact-finding with adequate

interpretation and simply a way to describe the researchers

gathered data by the mean that will be computed for the

satisfaction level of the customers towards the formulated

strategies of each resort at Natividad Pangasinan.

Population and Locale of the Study

The study entitled “Customers’ Satisfaction towards

Formulated Strategies: An Analysis”. Purposive sampling was

the method used by the researchers to guarantee greater

validity. Purposive sampling (also known as judgment,

selective or subjective sampling) is a non-probability

sampling method and it occurs when “elements selected for the

sample are chosen by the judgement of the researcher. The

locale of the study is Natividad. The town of Natividad was

founded on March 7, 1902. The first inhabitants of the town

came from the neighboring towns of Pangasinan and neighboring

provinces like La Union, the Ilocos provinces and Abra which

explains why Ilocano is the main dialect of the townspeople.

It has a land area of 17,602 hectares. Became the fast

emerging pilgrimage site and ecotourism destination in the

province of Pangasinan.

As year passed by various resort have been established

in different barangays of Natividad. Summer Park resort is

located at Poblacion West. Sirok Manga resort, Cramby’s

resort and Ferrer resort were stationed at Pila Batchelor

East. Lastly, the San Mac pool located at San Macario Norte.

Obviously, Natividad is compose of numerous resort despite of

being a small town.

The target of this study is those people who have been

visited at least one of the five resorts. A total of 100

respondents, 20 people for Sirok Manga Resort, 20 people for

Summer Park Resort, 20 people for Cramby’s Resort, 20 people

for Ferrer Resort and 20 people for San Macario Pool.

Data Gathering Tools

The researchers created a questionnaire based on the

descriptors. The questionnaire was design to obtain the

satisfaction level of the respondents towards the formulated

strategies of each resort at Natividad, Pangasinan. The

questionnaire was compose of only one part. Part I is the

formulated strategies of the resort as basis for customers

satisfaction in terms of service quality, sanitation,

advertising style, safetiness, affordability and

accessibility.

Furthermore, this sampling is based on certain criteria

laid down by the researcher. First, people who have visited

at least one among the said resorts. Second, the respondents

might be address outside the locality of Natividad. People

who satisfy the criteria will be the target respondents.

Content validation of the instrument was made thru

professional assessment based on content validity criteria as

it was assumed that the questionnaire was valid.

Satisfaction Level of respondents about the

formulated strategies of each resort will be measured using

the liker-type scale of 4 points which you can see below and

you will about to see also the range sand the verbal

interpretation of it.

Range Scale Description Equivalent

4.50-3.51 4 Very Satisfied
3.50-2.51 3 Somewhat Satisfied
2.50-1.51 2 Somewhat Dissatisfied
1.50-1.00 1 Very Dissatisfied

The table presented above is the range that the

researchers used in each scale to arrive with the appropriate

verbal interpretation for the mean. 1.00-1.50 range is for

scale no. 1 and its verbal interpretation is very

dissatisfied. 1.51- 2.50 range is for scale no. 2 and its

verbal interpretation is somewhat dissatisfied. 2.51- 3.50

range is for scale no. 3 and its verbal interpretation is

somewhat satisfied. 3.51- 4.50 range is for scale no. 4 and

its verbal interpretation is very satisfied.

Furthermore, in order for the researchers to determine

if there is or there is no significant difference between the

set variables and satisfaction level of the respondents, the

researchers did based on the decision rule, if p value is

less than or equal to the level of significance which is 0.05

the null hypothesis will be rejected, otherwise retain.

Therefore, there is significant difference between x and y

variables.

Data Gathering Procedures

The researcher used the indirect method. The researchers

used a written questionnaires to collect essential data for

the study.

On the other hand, the researchers consulted a

statistician and the statistician suggested that the

researchers need to use purposive sampling. Purposive

sampling is based on certain criteria laid down by the

researcher. People who satisfy the criteria are to answer the

questionnaire. It is used to determine the target population

of those who will be taken for the study. Hence, our targeted

respondent for this research are the people who already

visited at least one of the said resorts.

The researchers created a questionnaire which is under

the said variables. The proposed questionnaire was validated

by the credible validators of Panpacific University North

Philippines-Tayug to test the accuracy and validity of the

questionnaire.

The researchers prepared a letter addressed to Mrs.

Susan F. Sanidad, the headmistress of the Basic Education

Department asking for permission to go out and administer the

questionnaires/gathered data to the respected locale and

respondents.

Moreover, the researchers distributed the

questionnaires and it was disseminated to the people who have

been in the said resorts, based on their availability and

willingness to answer. The researchers ensured 100% retrieval

of the data to the target respondents of this study. After

the verification of the questionnaire, the researchers

retrieved the data for tabulation, analysis and

interpretation.

Statistical Treatment of Data

To give meaning on the data gathered, statistical

treatments were done to be able to analyse and interpret data

as follows:

The researchers used Average weighted mean to obtain

the mean in order to determine the satisfaction level of the

customer towards the resorts that have been mentioned.

Furthermore, the researchers used Anova to determine the

significant difference between resorts formulated strategy

and level of satisfaction of the respondents towards the

descriptors which includes service quality, sanitation

advertising style, safetiness, affordability and

accessibility. Anova or Analysis of Variance is a statistical

technique that assesses potential differences in a scale-

level dependent variable by a nominal-level variable having

two or more categories. Anova test includes one-way anova

two-way anova or multiple anova depending upon the

arrangement of the data. One-way anova was used having a

formula of;

𝑀𝑆𝑇
𝐹=
𝑀𝑆𝐸

Where,

F= Anova Coefficient

MST= Mean some of squares due to treatment

MSE= Mean of some squares due to error

Formula for MST is given below:

𝑆𝑆𝑇
MST=
𝑃−1

SST= ∑ 𝑛 (𝑥 − 𝑥̅ )2

Where,

SST= Sum of squares due to treatment

p= Total number of populations

n= Total number of samples in a population

Formula for MSE is given below:

𝑆𝑆𝐸
MSE=
𝑁−𝑝

SSE= ∑(𝑛 − 1) 𝑆 2
 Where,

SSE= Sum of squares due to error

S= Standard deviation of the samples

N= Total number of observation

Scope and Delimitation

The scope of the study focused to the customers or

respondents on how the descriptors affect customer

satisfaction towards the mentioned resorts in Natividad.

Which includes the: maintaining service quality, sanitation,

advertising style, safetiness, affordability and

accessibility. Whereas, to identify the level of satisfaction

towards the different resorts in Natividad.

This study used purposive sampling which focuses to the

customers or respondents who visited the said five resorts in

Natividad.

According to the recommendation of the statistician;

the study was limited only for 100 respondents whereas of

time constraint. However, this study was inevitable that it

cannot fill in all the people who visited the five resorts.
 Chapter 3

ANALYSIS, INTERPRETATION AND PRESENTATION OF DATA

This chapter presents the presentation, analysis and the

interpretation of gathered data concerning formulated

strategy and satisfaction level of respondents towards the

descriptors which includes; maintaining service quality,

sanitation, advertising style, safetiness, affordability and

accessibility in each resort.

SUMMER PARK RESORT
DESCRIPTION
DISCRIPTORS MEAN
EQUIVALENT
SERVICE QUALITY 2.99 Somewhat satisfied
SANITATION 3.00 Somewhat satisfied
Somewhat
ADVERTISING STYLE 2.31
dissatisfied
SAFETINESS 2.74 Somewhat satisfied
AFFORDABILITY 3.08 Somewhat satisfied
ACCESSIBILITY 2.93 Somewhat satisfied
Table 1: Satisfaction level of respondents towards the
descriptors of formulated strategies at Summer Park.

The findings showed the satisfaction level of 20 respondents

for Summer Park Resort through descriptors. Based on the

table, among the six descriptors, affordability gained the

highest average weighted mean with 3.08 and fell under the

description equivalent of somewhat satisfied. The remaining

descriptors also lies under somewhat satisfied except for

advertising style which garnered the lowest average weighted

mean of 2.31 represented as somewhat dissatisfied. Thus, it

implies that the satisfaction level of the respondents to

affordability of Summer Park is highly impressive and

considered as the main factor in visiting the resort which

includes entrance fee, cost of cottages or other stuffs for

rent, foods and beverages intended for sale and souvenirs.

The other factors also passed the satisfaction level of the

respondents. Meanwhile, the advertising style of the resort

did not reached the satisfaction level of the respondents. It

implies the need of formulating strategies in advertisements

for further promotions.

SIROK MANGA/SM RESORT

DESCRIPTIVE
DESCRIPTORS MEAN
EQUIVALENT
SERVICE QUALITY 2.54 Somewhat satisfied
SANITATION 2.55 Somewhat satisfied
Somewhat
ADVERTISING STYLE 1.99
dissatisfied
Somewhat
SAFETINESS 2.47
dissatisfied
AFFORDABILITY 2.70 Somewhat satisfied
ACCESSIBILITY 2.57 Somewhat satisfied
Table 2: Satisfaction level of respondents towards the
descriptors of formulated strategies at Sirok Manga.

Based on the table above, the descriptor which captured

the highest satisfaction level of the respondents was

affordability with an average weighted mean of 2.70 and fell

under the description equivalent of somewhat satisfied. It

indicates that affordability serves as the main factor why

respondents or customers oftenly visits SM Resort. Service

quality, sanitation, and accessibility also lies at somewhat

satisfied. The mean of the three descriptors were seen to be

relatively close with each other. On the other hand, two

descriptors obtained somewhat satisfied as description

equivalent. 1.99 for advertising style and 2.47 for

safetiness. Lacked of advertising style was a hindrance in

maintaining the active operations of the resort. Its

safetiness also drop-off. In line with the questionnaires

that researchers administered, they interpreted that SM

Resort do not have precautionary signages that warns

customers and prevent possible incidents.

FERRER’S RESORT
DESCRIPTIVE
DESCRIPTORS MEAN
EQUIVALENT
SERVICE QUALITY 2.94 Somewhat satisfied
SANITATION 2.87 Somewhat satisfied
Somewhat
ADVERTISING STYLE 2.21
dissatisfied
SAFETINESS 2.80 Somewhat satisfied
AFFORDABILITY 2.86 Somewhat satisfied
ACCESSIBILITY 2.99 Somewhat satisfied
Table 3: Satisfaction level of respondents towards the
descriptors of formulated strategies at Ferrer’s Resort.

As shown in the table above, among the six descriptors,

accessibility earned the highest average weighted mean with

2.99 and dropped under the description equivalent somewhat

satisfied. Hence, accessibility was the main factor why

customers tend to visit Ferrer’s Resort. It implies that the

location of the resort was very reachable for the twenty

respondents respectively. The remaining descriptors which

includes service quality, sanitation, safetiness and

affordability all attained somewhat satisfied and with little

gaps among their average weighted mean. Even so, the

descriptor that acquired least average weighted mean among

the six was advertising style with 2.21 and falls under

somewhat dissatisfied.
CRAMBY’S POOL
DESCRIPTIVE
MEAN
DESCRIPTORS EQUIVALENT
SERVICE QUALITY 2.57 Somewhat satisfied
SANITATION 2.69 Somewhat satisfied
Somewhat
ADVERTISING STYLE 1.99 dissatisfied
SAFETINESS 2.65 Somewhat satisfied
AFFORDABILITY 2.71 Somewhat satisfied
ACCESSIBILITY 2.63 Somewhat satisfied
Table 4: Satisfaction level of respondents towards the
descriptors of formulated strategies at Cramby’s Pool.
 Table 4 showed the satisfaction level of the

respondents towards the six descriptors. Among the six,

affordability lies under the description equivalent of

somewhat satisfied and gained the highest average weighted

mean with 2.71. Hence, it implies that the cost of stay or

entrance fee, foods, beverages and rental fees for cottages

and other swimming equipment may be affordable or absolutely-

budget- friendly and was very much impressive for the

customers. The remaining four factors was also marked by the

respondents as somewhat satisfied. However, the advertising

style variable obtained the lowest average weighted mean with

1.99 and falls under somewhat dissatisfied which indicates

the absence of advertisements essential in attracting numbers

of customers.

SAN MAC POOL

DESCRIPTIVE
DESCRIPTORS MEAN
EQUIVALENT
SERVICE QUALITY 2.55 Somewhat satisfied
SANITATION 2.65 Somewhat satisfied
Somewhat
ADVERTISING STYLE 2.18
dissatisfied
Somewhat
SAFETINESS 2.49
dissatisfied
Somewhat
AFFORDABILITY 2.41
dissatisfied
Somewhat
ACCESSIBILITY 2.48
dissatisfied
Table 5: Satisfaction level of respondents towards the
descriptors of formulated strategies at San Mac Pool.
The table 5 showed the data gathered and was

interpreted by the researchers. Among the six descriptors,

the satisfaction level for sanitation dropped under the

description equivalent of somewhat satisfied and reaches the

highest average weighted mean of 2.65. Therefore, the main

variable that attracts numbers of customer is the sanitation

of the resort. The respondents seems to enjoy the cleanliness

of the resort. Along sanitation, service quality follows as

the second main factors why they visited San Mac Pool.

Nonetheless, the four remaining descriptors which includes

advertising style, safetiness, affordability and

accessibility attained somewhat dissatisfied description

equivalent. With this, the satisfaction level of the

respondents to the overall state of the resort was reflected

as very dull and requires highly efforts for improvements.

Generally, among all the six descriptors, affordability,

sanitation and accessibility are the main factors why they

tend to visit the resorts. Thus it supports the claim of

TTG Asia that customers now seek quality and value money,

not luxury, moving away from traditional luxury

properties. Also the claim of QSR (registered trademark of

Journalistic, INC.) that sanitation is the most important

factors in attracting and keeping customers. Factual with

accessibility, it supports the article of WW Recker that

resort destination located at reachable area are more

likely to be visited by the customers.

Furthermore, majority of the resorts failed in terms of

advertising style essential for greater promotions to attract

big numbers of customers. Probably because all the five resort

is not luxurious and big enough for radio or TV advertisements

and are located in secluded areas far from city.

 SUMMER PARK RESORT
RESORT’S FORMULATED STRATEGY FOR CUSTOMERS’ SATISFACTION
DESCRIPTORS MEAN DESCRIPTIVE
EQUIVALENT
SERVICE QUALITY
1. Staff always smile and greet 2.95 Somewhat satisfied
customers with politeness.
2. The willingness and courtesy of 2.85 Somewhat satisfied
reception staff.
3. Complete information provided 3.25 Somewhat satisfied
by the staffs.
4. Entertainment for customers. 3.00 Somewhat satisfied
5. Neutral treatment for all the 2.90 Somewhat satisfied
customers.
SANITATION
1. The water from the pool is very 3.25 Somewhat satisfied
pure and refreshing.
2. Cleanliness of rooms for rent, 3.20 Somewhat satisfied
toilets or restrooms and cottages.
3. Cooking materials such as 3.05 Somewhat satisfied
griller and tong.
4. Enough number of trash bins and 2.95 Somewhat satisfied
proper waste disposal to keep the
resort’s overall surroundings
clean.
5. Limit the number of customers 2.55 Somewhat satisfied
during peak seasons.
Advertising style
1. Do have a Facebook page where 2.50 Somewhat
updates and information are dissatisfied
posted.
2. Flyers or magazines about the 2.20 Somewhat
resort are being floated. dissatisfied
3. Vehicle for audio promotions 2.50 Somewhat
round different areas for dissatisfied
customers’ attraction.
4. Posted invitations or 2.60 Somewhat satisfied
tarpaulins for opening and
discounts during peak season or
holiday season.
5. Commercial advertisements on 1.75 Somewhat
radio or television. dissatisfied
SAFETINESS
1. Stable lifeguard/s around the 2.10 Somewhat
pool. dissatisfied
2. Presence of precautionary signs 2.95 Somewhat satisfied
to prevent possible incidents.
3. Separate pool area for kids. 3.75 Very satisfied
4. Resort’s staff strictly forbid 2.45 Somewhat
liquors. dissatisfied
5. Availability of first aid kit. 2.45 Somewhat
Staffs do have enough knowledge in dissatisfied
giving first aid.
AFFORDABILITY
1. Entrance fee set by the resort. 3.60 Very satisfied
2. Cost of foods available in the 2.65 Somewhat satisfied
resort.
3. Cost of cottages for customers’ 3.25 Somewhat satisfied
rent.
4. Cost of swimming equipment 2.80 Somewhat satisfied
intended for rent and for sale
(such as goggles, lifebuoy
(salbabida, etc.)
5. Cost of rent for events 3.10 Somewhat satisfied
reservation (such as debut,
birthday party, and reception).
ACCESSIBILITY
1. The resort is accessible. 3.40 Somewhat satisfied
2. Information center is 2.90 Somewhat satisfied
accessible.
3. Manager or staffs are 2.75 Somewhat satisfied
accessible in times of complaints.
4. Parking area is accessible. 2.95 Somewhat satisfied
5. Stores found inside the resort 2.65 Somewhat satisfied
are accessible.

Table 6. Complete data gathred of the satisfaction level of

respondents towards the descriptors of formulated
strategies at Summer Park.

Table 6 is presented above to show the complete and not

summarized data gathered by the researchers. Under service

quality statement number 3 obtained the highest mean while

statement number 1 for sanitation. Statement number 3 for

safetiness, statement 1 for affordability factor and

statement 5 in line with accessibility. The findings clearly

shows a moderately high level of satisfaction from the

respondents. The descriptor to advertising style obtained

somewhat dissatisfied and only one, statement number 4,

reached somewhat satisfied.

SIROK MANGA/SM RESORT
RESORT’S FORMULATED STRATEGY FOR CUSTOMERS’ SATISFACTION
DESCRIPTORS MEAN DESCRIPTIVE
EQUIVALENT
SERVICE QUALITY
1. Staff always smile and greet 2.65 Somewhat satisfied
customers with politeness.
2. The willingness and courtesy of 2.60 Somewhat satisfied
reception staff.
3. Complete information provided by 2.70 Somewhat satisfied
the staffs.
4. Entertainment for customers. 2.25 Somewhat
dissatisfied
5. Neutral treatment for all the 2.50 Somewhat
customers. dissatisfied
SANITATION
1. The water from the pool is very 2.65 Somewhat satisfied
pure and refreshing.
2. Cleanliness of rooms for rent, 2.50 Somewhat
toilets or restrooms and cottages. dissatisfied
3. Cooking materials such as griller 2.60 Somewhat satisfied
and tong.
4. Enough number of trash bins and 2.60 Somewhat satisfied
proper waste disposal to keep the
resort’s overall surroundings clean.
5. Limit the number of customers 2.40 Somewhat
during peak seasons. dissatisfied
ADVERTISING STYLE
1. Do have a Facebook page where 1.95 Somewhat
updates and information are posted. dissatisfied
2. Flyers or magazines about the 1.75 Somewhat
resort are being floated. dissatisfied
3. Vehicle for audio promotions round 2.05 Somewhat
different areas for customers’ dissatisfied
attraction.
4. Posted invitations or tarpaulins 2.50 Somewhat
for opening and discounts during peak dissatisfied
season or holiday season.
5. Commercial advertisements on radio 1.70 Somewhat
or television. dissatisfied
SAFETINESS
1. Stable lifeguard/s around the 2.50 Somewhat
pool. dissatisfied
2. Presence of precautionary signs to 2.40 Somewhat
prevent possible incidents. dissatisfied
3. Separate pool area for kids. 3.00 Somewhat satisfied
4. Resort’s staff strictly forbid 2.35 Somewhat
liquors. dissatisfied
5. Availability of first aid kit. 2.10 Somewhat
Staffs do have enough knowledge in dissatisfied
giving first aid.
AFFORDABILITY
1. Entrance fee set by the resort. 3.25 Somewhat satisfied
2. Cost of foods available in the 2.60 Somewhat satisfied
resort.
3. Cost of cottages for customers’ 2.80 Somewhat satisfied
rent.
4. Cost of swimming equipment 2.40 Somewhat
intended for rent and for sale (such dissatisfied
as goggles, lifebuoy (salbabida,
etc.)
5. Cost of rent for events 2.45 Somewhat
reservation (such as debut, birthday dissatisfied
party, and reception).
ACCESSIBILITY
1. The resort is accessible. 2.65 Somewhat satisfied
2. Information center is accessible. 2.50 Somewhat
dissatisfied
3. Manager or staffs are accessible 2.40 Somewhat
in times of complaints. dissatisfied
4. Parking area is accessible. 2.45 Somewhat
dissatisfied
5. Stores found inside the resort are 2.85 Somewhat satisfied
accessible.

Table 7. Complete data gathered of the satisfaction level of

respondents towards the descriptors of formulated strategies
at SM Resort.

The table above displayed specifically the complete data

gathered for SM Resort. In line with service quality,

statement number 3 gained the highest weighted mean while two

of them, statement number 4 and 5 got somewhat dissatisfied.

In regard to sanitation, statement number 1 gained the highest

average weighted mean. For safetiness, statement number 3 was

the highest while the other 4 fell under somewhat

dissatisfied. Statement 1 for affordability and statement 5

for accessibility were the leading statements. The

advertising factor of the resort flunked to gratify the

satisfaction level, it attained somewhat dissatisfied as

descriptive equivalent.
 FERRER'S RESORT
RESORT’S FORMULATED STRATEGY FOR CUSTOMERS’ SATISFACTION
DESCRIPTORS MEAN DESCRIPTIVE
EQUIVALENT
SERVICE QUALITY
1. Staff always smile and greet 3.00 Somewhat satisfied
customers with politeness.
2. The willingness and courtesy of 3.15 Somewhat satisfied
reception staff.
3. Complete information provided by 2.85 Somewhat satisfied
the staffs.
4. Entertainment for customers. 2.85 Somewhat satisfied
5. Neutral treatment for all the 2.85 Somewhat satisfied
customers.
SANITATION
1. The water from the pool is very 3.20 Somewhat satisfied
pure and refreshing.
2. Cleanliness of rooms for rent, 2.75 Somewhat satisfied
toilets or restrooms and cottages.
3. Cooking materials such as griller 2.70 Somewhat satisfied
and tong.
4. Enough number of trash bins and 2.95 Somewhat satisfied
proper waste disposal to keep the
resort’s overall surroundings clean.
5. Limit the number of customers 2.75 Somewhat satisfied
during peak seasons.
ADVERTISING STYLE
1. Do have a Facebook page where 2.40 Somewhat
updates and information are posted. dissatisfied
2. Flyers or magazines about the 2.15 Somewhat
resort are being floated. dissatisfied
3. Vehicle for audio promotions round 2.25 Somewhat
different areas for customers’ dissatisfied
attraction.
4. Posted invitations or tarpaulins 2.45 Somewhat
for opening and discounts during peak dissatisfied
season or holiday season.
5. Commercial advertisements on radio 1.80 Somewhat
or television. dissatisfied
SAFETINESS
1. Stable lifeguard/s around the 2.75 Somewhat satisfied
pool.
2. Presence of precautionary signs to 3.10 Somewhat satisfied
prevent possible incidents.
3. Separate pool area for kids. 3.30 Somewhat satisfied
4. Resort’s staff strictly forbid 2.50 Somewhat
liquors. dissatisfied
5. Availability of first aid kit. 2.35 Somewhat
Staffs do have enough knowledge in dissatisfied
giving first aid.
AFFORDABILITY
1. Entrance fee set by the resort. 3.40 Somewhat satisfied
2. Cost of foods available in the 2.85 Somewhat satisfied
resort.
3. Cost of cottages for customers’ 2.85 Somewhat satisfied
rent.
4. Cost of swimming equipment 2.40 Somewhat
intended for rent and for sale (such dissatisfied
as goggles, lifebuoy (salbabida,
etc.)
5. Cost of rent for events 2.80 Somewhat satisfied
reservation (such as debut, birthday
party, and reception).
ACCESSIBILITY
1. The resort is accessible. 3.05 Somewhat satisfied
2. Information center is accessible. 2.95 Somewhat satisfied
3. Manager or staffs are accessible 2.85 Somewhat satisfied
in times of complaints.
4. Parking area is accessible. 3.10 Somewhat satisfied
5. Stores found inside the resort are 3.00 Somewhat satisfied
accessible.

Table 8. Complete data gathered of the satisfaction level of

respondents towards the descriptors of formulated strategies
at Ferrer’s Resort.

Table 8 showed complete and concrete data gathered for

Ferrer’s Resort. As shown, all statements in service quality

obtained high avearge mean and somewhat satisfied descriptive

equivalent where statement 2 is the highest. With sanitation

factor, statement 1 is the highest. For safetiness, three

statement obtained high avearge mean and somewhat satisfied

while two statement were remarked as somewhat dissatisfied.

In affordability, four statement obtained somewhat satisifed

as descriptive equivalent where statement 1 is the highest.

Statement four gor the highest mean for accessibility.

In line with advertising style, it missed to reach the

satisfaction of the respondents, majority of the statement

were marked by as somewhat dissatisfied.

 CRAMBY'S POOL
RESORT’S FORMULATED STRATEGY FOR CUSTOMERS’ SATISFACTION
DESCRIPTORS MEAN DESCRIPTIVE
EQUIVALENT
Service quality
1. Staff always smile and greet 2.45 Somewhat dissatisfied
customers with politeness.
2. The willingness and courtesy of 2.55 Somewhat satisfied
reception staff.
3. Complete information provided by 2.80 Somewhat satisfied
the staffs.
4. Entertainment for customers. 2.50 Somewhat dissatisfied
5. Neutral treatment for all the 2.55 Somewhat satisfied
customers.
Sanitation
1. The water from the pool is very 3.40 Somewhat satisfied
pure and refreshing.
2. Cleanliness of rooms for rent, 2.95 Somewhat satisfied
toilets or restrooms and cottages.
3. Cooking materials such as 2.40 Somewhat dissatisfied
griller and tong.
4. Enough number of trash bins and 2.45 Somewhat dissatisfied
proper waste disposal to keep the
resort’s overall surroundings
clean.
5. Limit the number of customers 2.25 Somewhat dissatisfied
during peak seasons.
Advertising style
1. Do have a facebook page where 2.55 Somewhat satisfied
updates and information are posted.
2. Flyers or magazines about the 1.95 Somewhat dissatisfied
resort are being floated.
3. Vehicle for audio promotions 1.70 Somewhat dissatisfied
round different areas for
customers’ attraction.
4. Posted invitations or tarpaulins 2.40 Somewhat dissatisfied
for opening and discounts during
peak season or holiday season.
5. Commercial advertisements on 1.35 Very dissatisfied
radio or television.
Safetiness
1. Stable lifeguard/s around the 2.30 Somewhat dissatisfied
pool.
2. Presence of precautionary signs 2.70 Somewhat satisfied
to prevent possible incidents.
3. Separate pool area for kids. 3.55 Very satisfied
4. Resort’s staff strictly forbid 2.45 Somewhat dissatisfied
liquors.
5. Availability of first aid kit. 2.25 Somewhat dissatisfied
Staffs do have enough knowledge in
giving first aid.
Affordability
1. Entrance fee set by the resort. 3.25 Somewhat satisfied
2. Cost of foods available in the 2.75 Somewhat satisfied
resort.
3. Cost of cottages for customers’ 2.85 Somewhat satisfied
rent.
4. Cost of swimming equipment 2.25 Somewhat dissatisfied
intended for rent and for sale
(such as goggles, lifebuoy
(salbabida, etc.)
5. Cost of rent for events 2.45 Somewhat dissatisfied
reservation (such as debut,
birthday party, and reception).
Accessibility
1. The resort is accessible. 2.95 Somewhat satisfied
2. Information center is 2.60 Somewhat satisfied
accessible.
3. Manager or staffs are accessible 2.60 Somewhat satisfied
in times of complaints.
4. Parking area is accessible. 2.40 Somewhat dissatisfied
5. Stores found inside the resort 2.60 Somewhat satisfied
are accessible.

Table 9. Complete data gathered of the satisfaction level of

respondents towards the descriptors of formulated strategies
at Cramby’s Pool.

The table 9 was presented to examine properly the

satisfaction level towards descriptors. It can gleaned that

three of the five statements in terms of service quality have

earned high average mean and somewhat satisfied as

descriptive equivalent. Statement 3 is the highest. Along

with sanitation factor, two statement only have earned

somewhat satisfied descriptive equivalent while the remaining

failed. Similar with sanitation, only two for safetiness

variable gained somewhat satisfied. For affordability, there

are 3 statement which successfully to gained somewhat

satified and four statement successfully satisfy customers in

its affordability. Lastly, the advertising style highly

failed to capture the satisfaction of customer. Only one

statement is passed, while the rest really failed.

 SAN MAC POOL
RESORT’S FORMULATED STRATEGY FOR CUSTOMERS’ SATISFACTION
DESCRIPTORS MEAN DESCRIPTIVE
EQUIVALENT
SERVICE QUALITY
1. Staff always smile and greet 2.50 Somewhat
customers with politeness. dissatisfied
2. The willingness and courtesy of 2.80 Somewhat satisfied
reception staff.
3. Complete information provided by 2.35 Somewhat
the staffs. dissatisfied
4. Entertainment for customers. 2.85 Somewhat satisfied
5. Neutral treatment for all the 2.25 Somewhat
customers. dissatisfied
SANITATION
1. The water from the pool is very 2.80 Somewhat satisfied
pure and refreshing.
2. Cleanliness of rooms for rent, 2.60 Somewhat satisfied
toilets or restrooms and cottages.
3. Cooking materials such as 2.60 Somewhat satisfied
griller and tong.
4. Enough number of trash bins and 2.75 Somewhat satisfied
proper waste disposal to keep the
resort’s overall surroundings
clean.
5. Limit the number of customers 2.50 Somewhat
during peak seasons. dissatisfied
ADVERTISING STYLE
1. Do have a Facebook page where 2.25 Somewhat
updates and information are posted. dissatisfied
2. Flyers or magazines about the 1.90 Somewhat
resort are being floated. dissatisfied
3. Vehicle for audio promotions 2.60 Somewhat
round different areas for dissatisfied
customers’ attraction.
4. Posted invitations or tarpaulins 2.15 Somewhat
for opening and discounts during dissatisfied
peak season or holiday season.
5. Commercial advertisements on 2.00 Somewhat
radio or television. dissatisfied
SAFETINESS
1. Stable lifeguard/s around the 2.30 Somewhat
pool. dissatisfied
2. Presence of precautionary signs 2.60 Somewhat satisfied
to prevent possible incidents.
3. Separate pool area for kids. 2.85 Somewhat satisfied
4. Resort’s staff strictly forbid 2.20 Somewhat
liquors. dissatisfied
5. Availability of first aid kit. 2.50 Somewhat
Staffs do have enough knowledge in dissatisfied
giving first aid.
AFFORDABILITY
1. Entrance fee set by the resort. 2.90 Somewhat satisfied
2. Cost of foods available in the 2.05 Somewhat
resort. dissatisfied
3. Cost of cottages for customers’ 2.55 Somewhat satisfied
rent.
4. Cost of swimming equipment 2.20 Somewhat
intended for rent and for sale dissatisfied
(such as goggles, lifebuoy
(salbabida, etc.)
5. Cost of rent for events 2.35 Somewhat
reservation (such as debut, dissatisfied
birthday party, and reception).
ACCESSIBILITY
1. The resort is accessible. 2.55 Somewhat satisfied
2. Information center is 2.25 Somewhat
accessible. dissatisfied
3. Manager or staffs are accessible 2.70 Somewhat satisfied
in times of complaints.
4. Parking area is accessible. 2.70 Somewhat satisfied
5. Stores found inside the resort 2.20 Somewhat
are accessible. dissatisfied

Table 10. Satisfaction level of respondents towards the

descriptors of formulated strategies at San Mac Pool.

As perceived in the table above, in terms of service

quality, San Mac Pool passed the satisfaction level of

respondents in only two statement, number 4 is the highest

followed by number 2, and failed in 3 remaining statement.

Gladly in sanitation, four statement achieved high average

mean and marked as somewhat satisfied. Statement 1 reaches

the highest mean. With regards in safetiness of the resort,

two statement earned somewhat satisfying response and three

somewhat dissatisfying result similar with affordability and

accessibility factor.

On the other hand, all five statements for advertising

are all flop to reach the satisfaction level and attained

somewhat dissatisfying results.

Formulated strategies
p-
vs resorts' customer Mean Decision Remarks
value
satisfaction level
Summer Park Resort 2.841667
Sirok Manga Resort 2.460000
Accept Not
Ferrer's Resort 2.778333 0.16
Ho Significant
Cramby's Pool 2.540000
San Mac Pool 2.460000
Table 11. Anova or Analysis of Variance between formulated
strategies and level of satisfaction.

If p-value is greater than or equal to 0.05 then accept

Ho, otherwise reject. As shown in the table above, p-value is

0.16. Thus, the analysis revealed that there is no significant

difference between the formulated strategies and level of

satisfaction. Numerically speaking, the average weighted mean

of each resort shows little differences and still may define

which resort is the dominating one. It implies that the

difference between formulated strategies and satisfaction

level is not significant and the satisfaction level of the

respondents is really measured by the descriptors set for

formulated strategies of each resort.

 Chapter 4

CONCLUSION AND RECOMMENDATION

Conclusions

Based on the findings of the study, the following

conclusions are drawn:

1. The respondents for Summer Park Resort, Sirok Manga and

Cramby’s remarks their satisfaction level as somewhat

satisfied and that among the six descriptors, five of

them were the reason why they visited the resort.

Affordability tops among them. Therefore it supports the

claim of TTG Asia that customers now seek quality and

value money, not luxury, moving away from traditional

luxury properties. While the respondents for San Mac Pool

somewhat satisfied that sanitation serves as the main

factor of visiting the resort. Thus, it justify the claim

of QSR a registered trademark of Journalistic, INC.)

where cleanliness and sanitation, was considered as the

most important factors in attracting and keeping

customers. For Ferrer’s Pool, accessibility was the key

factor, and agree with the article of WW Recker that

accessibility was the primary factor in choosing a

destination to stay in. Majority of all the five resorts

failed to reach the satisfaction level of the respondents

and gained somewhat dissatisfied in terms of advertising

style which was crucial in attracting new customers.

2. There is no significant difference between the

satisfaction level of the respondents with the formulated

strategies of each resort.

3. The proposed activities or action plan to improve the

satisfaction level of the respondents towards each

resorts are the following; Creating an active Facebook

Page or in any form of social media, Posting tarpaulins

in public and unforbidden areas in neighboring

municipalities, dissemination of flyers, providing stable

lifeguard, minimize the number of liquors to carry

inside, lower the cost of foods for sale or swimming

equipment for rent.

Recommendations

Through the results of Formulated Strategy and Satisfaction

Level of the Respondents, the researchers arise with the

following recommendations;

1. Respondents tend to set high expectations upon looking for

a resort to visit and stay in. The researchers suggested

the following to enhance the formulated strategies of each

resorts:

a. Proper and polite accommodation among customers. When

a customer ask for something, immediate response and

assistance is excellent.

b. Proper segregation will control the flow of dinner

dandruffs around the area. Maintain sufficient number

of trash bins.

c. Regular sanitation of comfort rooms and cottages.

Don’t let dinner dandruffs stay in cottages it may

create awful smell. Providing things for personal

hygiene inside comfort rooms is good.

 d. Regular change of water in the pool will keep it

refreshing for the customers. Drained water after

loads of customers.

e. Creating effective advertising style helps attract

new customers. Facebook page or page in any form of

social media would be helpful. Flyers dissemination

during fiesta, holiday or peak seasons will increase

visitors.

f. Safetiness is also a factor. It is best if the

management will hire and provide lifeguards in case

of emergency. Placing precautionary measures is

essential to prevent incidents. Conducting “first-

aid” seminar and workshop to educate staffs for

proper first-aid.

g. Cheap but with quality type of stay is what resorts

seeker hunt for. Budget-friendly entrance fee, rental

fees, food and beverage.

2. For the resort which have already a Facebook page but is

inactive, the researchers infer to make it active. Post

everything that is related with the resort. During opening,

peak seasons or renovation, post something that will

captivate and fascinate potential numbers of customer.

3. During peak seasons, people nowadays are looking for a

resort that is not overcrowded. Letting big number of

people to stay in a resort will fail to maintain its

sanitation. Limiting number of customer during peak

seasons will give a good and clean image for the resort

and will prevent the stayers from getting skin problems

or any other skin diseases.

 BIBLIOGRAPHY

eliteCruisesTravel (June 12, 2018) Resorts, Different

Resorts, Types of Resorts (June 23,
2018)[Link]
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 PANPACIFIC UNIVERSITY NORTH PHILIPPINES-TAYUG CAMPUS INC.
BASIC EDUCATION DEPARTMENT
SENIOR HIGH SCHOOL
A.Y. 2017-2018

Letter to the respondents

PANPACIFIC UNIVERSITY NORTH PHILIPPINES
BASIC EDUCATION
TAYUG, PANGASINAN
July 10,2018
Dear Respondents,
Greetings!
We, the students of Grade 12 Accountancy Business and Management
of Panpacific University North Philippines, Tayug Campus are conducting
a research study entitled “CUSTOMERS’ SATISFACTION TOWARDS FORMULATED
STRATEGIES OF RESORTS: AN ANALYSIS“ as a final requirement in our subject
Practical Research 2.
In this connection, may we request you to accomplish the attached
questionnaires. Your cooperation will certainly contribute to the
success of this study.
Rest assured that the information gathered will be held with utmost
confidentiality.
We are looking forward to your positive response.
Thank very much for your cooperation and support!

Respectfully yours,

Bondoc Janine, R. Sotto Amentohep, M.

De Guzman, Tonirose Chrissel C. Torio Kristine Kaye, R.

Divina Medela, B.

Checked by:

Mr. Christian A. Evangelista

Research Adviser

Approved by:

Mrs. Susan F. Sanidad

Headmistress
 PANPACIFIC UNIVERSITY NORTH PHILIPPINES-TAYUG CAMPUS INC.
BASIC EDUCATION DEPARTMENT
SENIOR HIGH SCHOOL
A.Y. 2017-2018

Communication Letter
PANPACIFIC UNIVERSITY NORTH PHILIPPINES
BASIC EDUCATION
TAYUG, PANGASINAN
July 10,2018
Sir/Madam;
Greetings!
We, the undersigned, Grade 12 Accountancy Business and Management
of Panpacific University North Philippines, Tayug Campus are conducting
a research study entitled “CUSTOMERS’ SATISFACTION TOWARDS FORMULATED
STRATEGIES OF RESORTS: AN ANALYSIS“ as a final requirement in our subject
Practical Research 2.
In connection, we would like to ask permission to float our
questionnaires to your students. Thank you for your kindness and
consideration.
Rest assured that the information gathered will be held with utmost
confidentially.
We are looking to your positive response.
Thank you very much for your cooperation and support!

Respectfully Yours,

Bondoc Janine, R. Sotto Amentohep, M.

De Guzman, Tonirose Chrissel C. Torio Kristine Kaye, R.

Divina Medela, B.

Checked by:

Mr. Christian A. Evangelista

Research Adviser

Approved by:

Mrs. Susan F. Sanidad

Headmistress
 PANPACIFIC UNIVERSITY NORTH PHILIPPINES-TAYUG CAMPUS INC.
BASIC EDUCATION DEPARTMENT
SENIOR HIGH SCHOOL
A.Y. 2017-2018

Letter of Request
PANPACIFIC UNIVERSITY NORTH PHILIPPINES
TAYUG CAMPUS

July 10,2018
Dear Ma’am,

We, the undersigned Senior High School Students of Humanities and Social
Sciences 11 (HUMSS) are presently undertaking a research study entitled
“CUSTOMERS’ SATISFACTION TOWARDS FORMULATED STRATEGIES OF RESORTS: AN
ANALYSIS”.

We humbly ask for permission from your good office to administer our
research questionnaire and checklist to the Grade 11 and 12 students.

Rest assured that the data will be kept with high strict of
confidentiality. The collected and coded data will be used for academic
purposes only.

Thank you very much for your consideration!

Respectfully yours,

Bondoc Janine, R. Sotto Amentohep, M.

De Guzman, Tonirose Chrissel C. Torio Kristine Kaye, R.

Divina Medela, B.

Checked by:

Mr. Christian A. Evangelista

Research Adviser

Approved by:

Mrs. Susan F. Sanidad

Headmistress
 Curriculum Vitae

Personal Background

Name : Amentohep M. Sotto.

Nickname : Amen

Date of Birth : September 02, 1999

Religious Affiliation : Roman Catholic

Address : Brgy. Poblacion West, Sta.

Maria Pangasinan

Name of Father : Amentohep A. Sotto Sr.

Name of Mother : Fely P. Malayang

Education Background

Primary : Aplaya Elementary School

: Aplaya Digos City,

Davao Del Sur

: 2012-2013

Secondary : Sta. Maria East Integrated

School

: Sta. Maria, Pangasinan

: 2016-2017

: Panpacific University North

Philippines (Tayug, Campus)

: Lopez Jaena St. Tayug

Pangasinan
 Curriculum Vitae

Personal Background

Name : Medela B. Divina

Nickname : Meds

Date of Birth : September 16, 2000

Religious Affiliation : Roman Catholic

Address : Poblacion West,

Natividad, Pangasinan

Parents : Medel G. Divina

Name of Mother : Janet C. Bautista

Education Background

Primary : Natividad Central School

: Poblacion East, Natividad

Pangasinan

: 2012-2013

Secondary : Natividad National High School

: Poblacion East, Natividad

Pangasinan

: 2016-2017

: Panpacific University North

Philippines (Tayug, Campus)

: Lopez Jaena St. Tayug

Pangasinan

: 2018 to Present
 Curriculum Vitae

Personal Background

Name : Janine R. Bondoc

Nickname : Janine

Date of Birth : February 27, 2001

Religious Affiliation : Roman Catholic

Address : Casantamaria-an San Quintin,

Pangasinan

Parents : Cielito D. Bondoc

: Lucilda U. Reyes

Education Background

Primary : San Quintin Central School

: Casantamaria-an San Quintin,

Pangasinan

: 2012-2013

Secondary : San Quintin National High School

: Casantamaria-an San Quintin,

Pangasinan

: 2016-2017

: Panpacific University North

Philippines (Tayug, Campus)

: Lopez Jaena St. Tayug

Pangasinan

: 2018 to Present
 Curriculum Vitae

Personal Background

Name : Kristine Kaye R. Torio

Nickname : Tine Tine

Date of Birth : May 10, 2001

Religious Affiliation : Roman Catholic

Address : Poblacion East San Nicolas,

Pangasinan

Parents : Edgar D. Torio

: Ofelia F. Ruelan

Education Background

Primary : East Central School

: Brgy. Poblacion East,

San Nicolas Pamgasinan

: 2012-2013

Secondary : Red Arrow High School

: Brgy. Nagkaysa San Nicolas

Pangasinan

: 2016-2017

: Panpacific University North

Philippines (Tayug, Campus)

: Lopez Jaena St. Tayug

Pangasinan

: 2018 to Present
 Curriculum Vitae

Personal Background

Name : Tonirose Chrissel C. De Guzman

Nickname : Tonyang

Date of Birth : October 30, 2000

Religious Affiliation : Iglesia Ni Cristo

Address : 141 Barangay Trenchera Tayug,

Pangasinan

Parents : Tony S. De Guzman

: Robilyn C. Carig

Education Background

Primary : Tayug Central Elementary School

: Tayug Pangasinan

: 2012-2013

Secondary : Tayug National High School

: Tayug Pangasinan

: 2016-2017

: Panpacific University North

Philippines (Tayug, Campus)

: Lopez Jaena St. Tayug

Pangasinan

: 2018 to Present
Checked by:

Mr. Christian A. Evangelista

Research Adviser

Approved by:

Mrs. Susan F. Sanidad

Headmistress