TOURIST SATISFACTION AND TOUR GUIDE PERFORMANCE IN

SABLAYAN, OCCIDENTAL MINDORO

AN UNDERGRADUATE THESIS

Presented to the Faculty of School of Tourism Management

OCCIDENTAL MINDORO STATE COLLEGE
Sablayan Campus

In Partial Fulfillment of the Requirements for the Degree

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

CLAUDINE L. SANTILLESES
ELLAINE MARIZ C. MELO
ERLEAH G. NAZUL
JAYMARK I. CACABELOS
JHONA F. NICOLAS
JOSE C. NENING
KIMBERLY D. BANGSOY
KOBIE T. LIM
PRINCESS G. NENING
ROBELYN O. RABANG
SUNCHAI D. TOLENTINO
VENUS D. MALACAS

MAY 2024
 CHAPTER I

BACKGROUND OF THE STUDY

Introduction

The tourism industry has been recognized as a vital source of national income for

many countries in the world. It plays an important role in fostering economic growth,

creating jobs, improving social development, and promoting peace in host countries

(World Bank Group, 2017). Tourism is a societal, cultural, and monetary factor that

involves the movement of persons to countries or sites outside their homes for individual

or business/professional aims. It is multidimensional commercial activity which has great

job generation capacity through its labour-intensive nature, revenue creation via tax

collection generally from the hotel sectors, earnings of massive foreign exchange and

prelation of cross-cultural apprehension and cooperation, business opportunities for

entrepreneurs, and economic development of the country (Adnan Hye and Khan, 2013).

This sector functions as a creator of fast and extensive fiscal activity, and helps in poverty

alleviation and also in maintaining peace. It is also known as the largest voluntary

transfer of money from rich to poor nations (Mitchell and Ashley, 2009). Over the last

few decades, global tourism has gained prominence in several economies worldwide.

Tourism may also be a source of income to students, parents, retirees, and many other

people by providing part-time jobs (Jucan & Jucan, 2013).

Tour guides play an essential role as frontline workers to contribute and improve

customer experiences toward the tourism sector. Tour guides also act as tour leaders,

pathfinders, storytellers and as mentors for visiting tourists. Tour guides are also one of
the major key players in maintaining a sustainable operation of travel agencies in the

industry (Pereira, 2015). In Malaysia, interested parties must apply to the Ministry of

Tourism, Arts and Culture (MOTAC) for a tour guide permit. In order to obtain a tour

guide certificate, interested applicants must follow the strict training conducted by

MOTAC. MOTAC conducts two training types: Local Nature Tourism Guide and Urban

Tourism Guide (MOTAC, 2017). However, even with the use of competitive and tailor-

made training modules, statistics collected by Tourism Malaysia (2018) show that there

were still 337 complaints from tourists in 2018, compared with 292 in 2017. And the

professional behavior of local guides.

According to The World Federation Tourist Guide Association (WFTGA, 2017),

tour guides have qualifications given to them by the appropriate authorities. They are

given the responsibility to explain the cultural and heritage of the destinations. Besides

that, tour guides are also responsible for hosting and providing information about the

destinations to the tourists (Pereira et al., 2015). Reisinger and Steiner (2006) posited that

the tour guide could be considered the person who fulfills the tourist’s curiosity. During

the tour activities, the tour guide is the primary source of information for the tourists.

Tour guides can also be classified as storytellers for tourists in providing meaningful

journeys for tourists (Zahari et al., 2020).

Thus, tour guides were expected to embrace diversity in terms of skill,

knowledge, and behavior, enabling them to become successful in what they do (Kuo et

al., 2018). Also, tour guides need to understand the different cultures and traditions of the

community, which is essential to increase tourists’ desire to learn and visit the tourist

attractions they visit (Visalberghi et al., 2016). The tour guide is also responsible for
connecting tourists with destinations (Teressa et. al, 2017). A study conducted by Weiler

and Ham (2002) posited that the tour guide has a huge responsibility to create a

memorable experience toward the tourist. Moreover, they also need to compete with

other tour guides in terms of their performance to fulfill the tourist’s needs. At the same

time, they also need to be aware of the tourist experience during the tour (Chang, 2014;

Koroglu, 2014). Thus, efficient tour guiding services are required in order to implement

certain services to the visitors (Alazaizeh et al., 2019 ). In addition, continuous training

needs are needed to acquire the latest knowledge and to respond to tourists’ needs and

desires (Hwang & Lee, 2019).

According to other researchers, the tour guide’s performance is a critical factor in

the tour guide package’s success, positively impacting tourist satisfaction ( Jahwari et al.,

2016 ). The quality of tour guide service is one of the important factors to ensure tourists’

satisfaction ( Lee,et al., 2019 ). Also posited that the tour guides’ attitude, such as being

optimistic and honest, would lead to the tours’ success. According to Çetı̇ nkaya and Öter

(2016), a tour guide’s performance is one of the significant factors contributing to the

satisfaction of the tourist. It is also one of the significant factors contributing to a travel

agency’s revenues. An excellent tour guide’s performance will continue to retain their

current customers and bring in new customers for the tour company (Alazaizeh et al.,

2019).

Occidental Mindoro is one province in the Philippines that is part of MIMAROPA

region (Mindoro, Marinduque, Romblon and Palawan) that is still on its early stage in

developing its tourism industry. The province is mostly engaged on its agricultural

products, however, there is an abrupt growth of tourism related establishment

particularity resort businesses and other tourist destinations across the province. The

direct competitiveness of tourism destinations depends on the quality of their natural

landscapes, making the environment a significant consideration (Han et al,. 2018).

Occidental Mindoro has its own beauty and amazing scenery that many tourist wants to

experience and explore, from the coastlines, natural tourist destinations, or even man-

made attractions, and most especially those historical places in the province. Foreign and

Local tourist came in the province mostly in holidays or in their vacation days.

Municipality of San Jose and Sablayan are the most visited town here in the province,

because of their amazing beaches and amusing scenery. Calintaan and Rizal has their

relaxing mountains. Local foods and other delicacies are tasteful especially in Mamburao

and Paluan. Exploring the beauty of the province needs a tour guide that can lead through

out the adventure whether it is land or water adventure. Federation of Turkish Tourist

Guide Associations (TUREB) is that tour guide is a person that will introduce the country

in the best way to the local and foreign tourist, 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).

Sablayan is the central town of the mainland Occidental Mindoro province. It is

about 91 kilometers from Mamburao, the provincial capital; and 73 kilometers from San

Jose, the most developed town in the province. It is bounded on the east by the province

of Oriental Mindoro; on the west by the China Sea; on the north by the town of Sta. Cruz;

and on the south by the town of Calintaan. Sablayan’s total land area is 218,909 hectares

politically subdivided and divided into 22 barangays. A lot of tourist destinations can

discover in this town, from the amazing beaches and natural tourist destination. Most
visited tourist destinations in Sablayan are the Pandan Island and Apo Reef Natural Park

especially by the foreign tourist. Occidental Mindoro has also gained the title Marine

Wonderland of the Philippines as it houses the second-largest contiguous coral reef

system in the world, the Apo Reef. Other than marine biodiversity, there are lots to be

discovered in this almost pristine sanctuary; you’ll surely love spending your vacation

here. But the problem encountered by the tourists is that, ‘the destination is too far, even

though we have available boats it will take some time to get in the Apo Reef’. Other

tourist destination is the Mindoro Pines located at Barangay Pagasa in Sablayan, it is

situated far from the center of the town that definitely need a tour guide that can lead the

safe adventure of the tourist, but ‘there are few or not enough accredited tour guides in

Sablayan, Occidental Mindoro’ Mr. Antonio D. Villanueva - OIC Tourism Office

Sablayan, Extension. Parola Park, Lumang Simbahan and other tourist attractions are

located around the center of the town that is easy to access by the tourist.

Tourism as an economic activity aims at the economic utilization and

maximization of the natural and artificial values that a certain area, region or country has.

According to Savanchiyeva et al. (2023), the tourism sector is the most important

economic sector, the most important employment area and the most important source of

income for the population, also Ivancsóné Horváth et al. (2023) point out that tourism is

one of the leading sectors of the world economy. Yuliawati et al. (2019) and Duarte et al.

(2020) in their works emphasize that geotourism promotes entrepreneurship with a local

character and made market access for micro, small and medium enterprises.
Statement of the Problem
This study aimed to evaluate the Tourist Satisfaction of Tour Guide Performance in

Sablayan, Occidental Mindoro.

Specifically, This study seeks to answer the following questions:

1. What is the tour guide's performance in terms of:

1.a knowledge;

1.b professionalism;

1.c communication skill?

2. What is the level of tourists satisfaction with tour guide performance in Sablayan,

Occidental Mindoro in terms of:

2.a personality;

2.c punctuality; and

2.d flexibility?

3. ls there any significant relationship between tourist satisfaction and tour guide

performance?
Objectives of the Study

To evaluate the Tourists Satisfaction in Tour Guiding Performance in Sablayan,

Occidental Mindoro.

Specifically, this study seek to answer the following specific objectives:

1. To determine the tour guide's performance in terms of:

1.a knowledge;

1.b professionalism;

1.c communication skill.

2. To determine the level of tourists satisfaction with tour guide performance in Sablayan,

Occidental Mindoro in terms of:

2.a personality;

2.b punctuality; and

2.c flexibility.

3. To assess the significant relationship between tourist satisfaction and tour guide

performance.
Significance of the Study

This study will be beneficial to the following groups of individuals and organizations:

Tourism Students. This will enhance students’ motivation to develop competencies and enable

them to be effective individuals in the field of tour guiding services.

Tourist. By assessing the tour guides' performance, local tourists can greatly benefit from having

a favorable experience.

Tour Guide. This will help them and serve as a guide as they develop the service they will offer

to the tourists with the goal of exceeding their expectations.

School Administrator. This study will encourage them to organize activities such as Tour

Guiding Competencies, which will help tourism students hone their skills and make sure they're

prepare for the workforce.

Researchers. This helped the researchers to understand of the effectiveness of tour guides' work

and the satisfaction of tourists.

Future Researchers. This study will serve reference for their research, and they will use it as a

guide to improve the lack

Tourist Spots. It will be beneficial to those tourist business as the tourist purchase their product.

Scope and Limitation

The study aimed to evaluate tourist satisfaction in tour guide performance in Sablayan,

Occidental Mindoro. The respondents will be 30 selected tourist in Sablayan, Occidental

Mindoro. In addition, the respondents were chosen using a purposive sampling technique, and a

questionnaire was utilized to collect the data.

Theoretical Framework

Attribution Theory

While the tourism industry has continued to grow over the past 30 years, theory-

driven research on tourists' perceptions of their travel experiences continues to lag behind

(Abascal et al., 2016) Since this early work on attribution theory and tourism, there has

been very few studies exploring the way tourists process and interpret their tourism

experiences. This is surprising given the important role attribution plays in determining

satisfaction and the importance of tourist satisfaction in tourist re-visits and their word of

mouth endorsements

Goleman's Theory of Emotional Intelligence

Multiple encounters and considerable interaction with customers are distinctive

characteristics of the tourism industry. It is especially critical for tour service providers to

have the ability to manage, regulate, and control their own emotions to interact

effectively with customers (Min et al., 2014). Emotional intelligence is defined as the

ability to monitor one’s own and others’ feelings and emotions, to discriminate among

them, and to use this information to guide one’s thinking and actions. It can be utilized in

jobs that normally contain high levels of emotional demands and involve many

interactions with customers. Undoubtedly, tour leaders are among those who need high

emotional intelligence to both manage her or his own performance and regulate tour

members’ emotions to most appropriately and effectively interact with them Although

empirical research about tour leaders’ emotional intelligence has emerged in recent years

(Min et al., 2014), most of these studies have focused on the impact of emotional

intelligence on tour leaders. There is little evidence to support the relationship between

tour leaders’ emotional intelligence and tour members’ emotions or service assessment
(e.g., positive affect, rapport, and satisfaction with tour leader). Furthermore, service

providers with good emotional intelligence are better at managing relationships, building

networks, and getting positive responses from the customers with whom they interact

(Choi et al., 2014).

Service Quality Theory

It is clear that when perceived service quality is high, then it will lead to increased

customer satisfaction. Customer satisfaction is influenced by perceived quality through

the impact of this on customer experiences, which contributes to increasing the level of

customer satisfaction with specific instances of the service over time (Jridi et al., 2014). It

was found that customer satisfaction results from high-perceived service quality, which

makes the customer more loyal. In terms of tourism, there have many studies that confirm

the relationship between perceived quality and tourist satisfaction (Aliman et al., 2016).

For example, Aliman et al. (2016) investigated the effects of tourist expectations,

perceived quality, destination image on perceived value and tourist satisfaction with

Langkawi Island, Malaysia. This work collected data from 500 visitors. The findings

confirmed that perceived quality is an antecedent of tourist satisfaction.

Conceptual Framework

A conceptual framework was created and demonstrated using the previously

mentioned ideas, theories, and research from linked studies and literature. The research

study's variables are illustrated by the paradigm. The performance of the tour guides,

which is comprised of three components including knowledge, professionalism, and

communication skill, is displayed in the left box of the independent variable. The tourists

satisfaction in Tour Guiding Performance, which is comprised of three elements

including personality, punctuality, and flexibility, is shown in the right box under the

dependent variable.

Independent Variable Dependent Variable

Fig. 1 Research paradigm.

Hypothesis

There is no significant relationship between Tour Guide Performance and Tourist

Satisfaction in Sablayan, Occidental Mindoro.

Operational Definition of Terms

To better understand this study, the researchers operationally defined the

following terms:
Tour Guides Performance. It refers to the attributes and skills that tour guides exhibit

while conducting tours in Sablayan, Occidental Mindoro.

Tourists Satisfaction. It refers to the overall contentment and fulfillment experienced by

tourists during and after a guided tour.

Knowledge. It refers to the comprehensive and specialized understanding of various

aspects related to guiding tourist during tour.

Professionalism. It refers to the conduct, skills, and attitude exhibited by tour guides

while leading and interacting with tourists.

Communication skill. It refers to the ability of a tour guide to effectively convey

information, ideas, and emotions to tourists in a clear, engaging, and informative manner.

Personality. Personality in tour guiding refers to the unique set of characteristics, traits,

and qualities that the tour guide possesses and displays while interacting with tourists.

Punctuality. It refers to the punctuality of tour guide being on time and well-prepared to

begin the tour as scheduled.

Flexibility. It refers to the ability to be adaptable and patient, especially in the travel

business where even the best-planned itinerary may go wrong.

 CHAPTER II
REVIEW OF RELATED LITERATURE

Knowledge

The tourist guide is defined as unofficial ambassadors of their countries, tourism

companies, tourist destinations and employers who are required to possess moral,

intellectual and professional qualities to be able to deliver memorable tourist experiences

to the tourits in an interesting way (Kassawnh et al., 2019). Moral qualities include being

authenticity, showing a sense of humour, self-respect and trustworthiness, Intellectual

qualities include being knowledgeable with full information, for example, more

information related to cultural matters, improved logical skills, life – long learner,

commitment to continuous learning, and personal enrichment and professionalism

qualities: the ability to plan, organise, coordinate, communicate and direct with ease

(Kassawnh et al., 2019).

A tourist guide is required to undertake formal and informal research to update his

or her guiding skills as well as knowledge related to the industry. Formal research relates

to reading relevant textbooks, undertaking formal courses of study such as nature

conservation, reading industry reports, attending industry-based events, while informal

research relates to reading general media articles, speaking with tourists or visitors and

visiting destinations, sites and attractions (ASEAN, 2015).

Professionalism

According to Kapa et al., (2022), the variables that emphatically connected in this

factor included a sense of humour, ability to remember the names and faces of clients,

educating clients about environmental protection issues, showing up flawless and clean,

the ability to answer all the questions from the tour group, the capacity to pay
consideration to detail, the ability to coordinate a group, the capacity to engage, and the

capacity to understand and oversee others’ feelings. This factor was labelled as

professional qualities and included the tourist guide’s ability to plan the tour, coordinate

with the tourists, communicate and direct with ease. The factor’s Cronbach’s Alpha value

of 0.85 implied the reliability and inside consistency of the factor scale.

Communication Skill

One of the soft skills considered more important in the tourism workplace is

communication skills (Wesley et al., 2017). Communication and culture are inseparable,

tourist guides need to possess effective communication skills to be able to communicate

with tourists from different cultural backgrounds. Because of their daily face-to-face

interactions with tourists whose ethnic, social, religious and kcultural backgrounds are

different from their own, their communication competency needs constant improvement.

Good communication skills need to be learnt and maintained through daily practice.

Effective communication skills can lead to higher levels of tourist satisfaction,

destination loyalty and more positive word-of-mouth advertising (Kapa et al., 2022).

Therefore, a guide needs to practise and develop good listening skills to enrich

tourists' experience. Listening, show your interest and awareness using non-verbal

communication with tourists (Kapa et al., 2022). Hurombo (2016) indicates that tourist

guides need to demonstrate a passion for their work to show enthusiasm which can be

expressed through effective communication with a good knowledge of the destination

and products when dealing with tourists. A good tourist guide also needs to listen

carefully to what the tourist says and try to remember details. Listening implies caring for

their needs (Kapa et al., 2022).

Personality

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 recognised by the appropriate authority (WFTGA,

2014). Mentors, meanwhile, function as spiritual and intellectual guides by providing

information about the values that exist in the destination. Both of these factors were

found to increase tourist satisfaction. In addition, according to Cheng et al. (2019) tour

guide performance is an important antecedent for tourist satisfaction and revisit intention.

In today’s world, all industries have been affected seriously by rapid change and

competition.In tourism industry, personality of a tour guide has a big impact to the

tourist. 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, 2013).

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 behaviour as customers are heterogeneous and they come with

different needs and targets (Leguma, 2013).

Punctuality

A performance of tour leader impact not only the image of travel agent, but also

customer loyalty and its reputation following Chan et al. (2015),and Huang et al. (2015).

Further, the service quality of the entire guided tour depends largely on the performance
of tour guides (Cetı̇ nkaya qnd Oter, 2016). Some tourist wants to go to the destination on

time or better earlier of the said call time. A previews study says that being punctual of a

leader is much appreciated by the tourist. A tour guide who fails to meet the customer

needs and expectations has the potential of losing repeat guests thus exporting business to

competitors (Queensland and Government, 2017).Provision of high-quality service aimed

at improving customer satisfaction is a key factor boosting the performance of companies

in the tourism industry (Rena et al.,, 2016)

Flexibility

Tourist satisfaction is very important for the current tourist market that is

experiencing stiff competition among destinations and private enterprises. By enhancing

tourist satisfaction, destinations and enterprises are able to cut on marketing costs by

benefiting from customer loyalty which enhances intention to repurchase and free

marketing (Meshak and Datta, 2015). Tour guiding service quality influences the overall

satisfaction of the tourist and contributes to a positive destination image.

The tour guide is the person more intensely and continuously involved with tour

participants through contact. The tour guide is a frontline employee tasked with the

overall image and satisfaction with the guided tours offered at a destination (Hurombo,

2016). Tour guides are crucial crossing points between the tourists and destination and

they determine whether a trip will be enjoyable or boring. They have the ability to build

or damage the image of a destination (Tsegaw and Teressa, 2017). They can earn a good

or bad reputation for a destination.

 CHAPTER III

RESEARCH METHODOLOGY

This research provides the discussion on the method that the researchers will use

in gathering data. It includes the locale of the study, respondents of the study, research

design, sampling technique, research instrument, data gathering procedure and statistical

treatment of data.

Locale of the Study

This study will be conducted in Sablayan, Occidental Mindoro specifically in Apo

Reef, Mindoro Pines and Libao Lake wherein 30 individuals will be chosen purposively

as a respondent to answer the questions.

Figure 2. Research Site (www.googlemap.com).

Respondents of the Study

The respondents of this study will be 30 tourists and tourism providers in

Sablayan, Occidental Mindoro. Purposive sampling technique will be used in selecting

the respondents. Here, 30 respondents will be expected to support a good result of the

study to evaluate the tourist satisfaction and tour guiding performance in Sablayan,

Occidental Mindoro.

Research Design

This research will use Descriptive research design. According to McCombes,

(2023), descriptive research aims to accurately and systematically describe a population,

situation or phenomena. It can answer what, where, when and how questions, but not

why questions. This research design was used since it is the most appropriate research

design for this study in terms of collecting the needed data, as well as in analyzing it.

This method will be used to determine the characteristics, preferences, or beliefs of the

respondents.

Sampling Technique

Purposive Sampling is the technique that will be used in this study. According to

Nikolopoulo, k. (2023), it refers to a group of non-probability sampling techniques in

which units are selected because they have characteristics we need in sample. The

researchers will use a purposive sampling technique to select 30 respondents needed for

this study because it provides the best opportunity of assembling an unbiased sample that

is truly representative of a whole group. Also respondents will be selected the following

criteria 1. Must be a tourist of Sablayan visiting the Apo Reef, Mindoro Pines and Libao

lake regardless if foreign or local 2. Must acquired the service of a Tour Guide. 3.Must

have atleast stay in Sablayan at least 2 days.

Research Instrument
 Questionnaire is a research instrument consisting of a series of questions for the

purpose of gathering information from respondents. Questionnaires can be thought of as a

kind of written interview. They can be carried out face to face, by telephone, computer or

post. McLeod, (2023).

In this study, a research questionnaire will used to gather data about the tour

guide's performance considering the professional knowledge, leadership, managerial task,

and communication skill. There were also a set of questions on the level of tourist

satisfaction and tour guiding performance in terms of personality and humor,

professionalism, punctuality, and flexibility. They will answer the questions through face

to face. Research questionnaires will be distributed personally by the researcher.

Data Gathering Procedure

In conducting this study, the researchers will obtain an authorization letter from

the administration of Occidental Mindoro State College- Sablayan Campus about the

conduct of the study outside the school premises. After the approval from the school, the

researchers will give the request letter to the Tourism Office and the Office of the Local

Government Unit of Sablayan, Occidental Mindoro to formally evaluate the tourist

satisfaction and tour guiding performance and to classify the target respondents involve

in the study. After having the permission, the researchers will administer a questionnaire.

The questionnaire will be distributed to the respondents through face-to-face. After the

survey questionnaire administer, the researchers will collect the questionnaires and the

responses will be tallied, computed, analyzed and recorded.

Data Analysis
 A questionnaire will be used to evaluate the tourist satisfaction and tour guiding

performance in Sablayan, Occidental Mindoro. In this study, the data will be gathered

from the instruments subjected to statistical analysis and interpretation. The evaluation of

the tourist satisfaction in tour guiding performance will be analyzed using the weighted

mean. Moreover, to correlate the independent and dependent variables, Pearson will be

used. Table 1 will show the scale and interpretation using weighted mean that will be

used in the study.

Table 1. Likert Scale.

A Likert scale is a rating scale used to measure opinions, attitudes, or behaviors. It

consists of a statement or a question, followed by a series of five answer Statements.

Weighted Average Interpretation Weight

4.50-5.00 Strongly Agree 5

3.50-4.49 Agree 4

2.50-3.49 Moderately Agree 3

1.50-2.49 Disagree 2

1-1.49 Strongly Disagree 1

 CHAPTER IV

RESULT AND DISCUSSION

This chapter includes the presentation of the results of the data analysis gathered from the
respondents. The data were collected and processed in response of the problem presented
in Chapter 1.

Table 1. What are the level of tour guides performance in terms of:

Independent Variable Mean Verbal Interpretation

1. KNOWLEDGE
1.1 Provide accurate information that is 4.33 Highly Effective
worth and valuable.
1.2 Can exchange high quality information
that may fulfill the tourist’ quest for new 4.07 Highly Effective
knowledge experience.
1.3 Provide education, historical detail, 4.13 Highly Effective
and cultural insight to tourists.
1.4 Tour guide presents clear objective
information to address such queries. 4.07 Highly Effective

1.5 Preparedness on the area of tour. 4.47 Highly Effective

OVERALL MEAN 4.21 Highly Effective

2. PROFESSIONALISM
2.1 Does the tour guide presentation of 4.40 Highly Effective
themselves and the way they are well
groomed is satisfactory to the tourists?
2.2 Does the courteousness and politeness
of the tour guides pleased the tourists? 4.47 Highly Effective
2.3 Does the respect of the tour guides 4.47 Highly Effective
when it comes to their sensitivity made the
tourists happy?
2.4 Does the composure of the tour guides 4.33 Highly Effective
even under pressure appeased the tourists?
2.5 Is the tour guide’s patience delighted 4.37 Highly Effective
the tourists?
4.40 Highly Effective
 OVERALL MEAN
3. COMMUNICATION SKILL
3.1 Does the tour guide speaks clearly 4.03 Highly Effective
when discussing information?
3.2 Does the delivery of the tour guides
points and messages to the tourists are 3.83 Effective
convincing?
3.3. Does the tour guide responds 4.37 Highly Effective
appropriately to the tourists and pay
attention?
3.4 Does the tour guide can read body
language, they can visually see if the 4.00 Effective
tourists are receiving and understanding
their messages?
3.5 Is the tour guide specific; they deliver 3.97 Effective
clear and concise point about their
messages?
4.04 Highly Effective
OVERALL MEAN
4.22 Highly Effective
GRAND MEAN

As reflected in table 1, the area of concern regarding the tourist satisfaction and
tour guide performance in Sablayan, Occidental Mindoro, was highly effective, an
indication that tour guide performance passed the quality and standard as perceived by
the tourist satisfaction in Sablayan, Occidental Mindoro.

Tour Guide Performance shown in the above table in terms of Knowledge was
perceived as highly effective with a mean of 4.21. The author found out that knowledge
is highly effective for the performance of the tour guide and the satisfaction of the tourist.
According to Sandaruwani and Gnanapala (2016), knowledge can relate to interest in
information and cultural matters, commitment to continuous learning and personal
improvement.

Meanwhile, in terms of professionalism was also perceived as highly effective

with a mean of 4.40. According to Ap and Wong (2020), one of the important front-line
participants in the tourist sector is the tour guide. They have the power to turn a tourist’s
visit from a tour into an experience by their understanding and interpretation of a
destination’s attractions and culture, as well as through their communication and service
skills. Given how fiercely destinations compete for tourists, service professionalism has
become a high priority. The tourism sector is a distinctly service-based one that places a
strong priority on providing top-notch services. Since there were matters with tour
guides’ varying levels of professionalism.

Lastly, in terms of communication skill obtained a mean of 4.04 which perceived

as highly effective. As mentioned by Al-Okaily (2021), communication skill could be
defined as the ability of a tour guide to communicate information in a clear and coherent
manner. The nature of the profession requires tour guides to interact with a wide range of
people on a daily basis for a variety of reasons, including presentations, interpretation,
persuasion, and relationship building. Tour guide expertise, particularly in verbal and
nonverbal communication, thus emerged to be a prerequisite for successfully
commanding attention and achieving a broad range of guiding purposes.
Tourists Satisfaction with Tour Guide Performance

Table 2 shows that there were fifteen (15) questions were this sought to obtain
regarding the level of Tourist Satisfaction with Tour Guide Performance in Sablayan,
Occidental Mindoro.

Table 2. level of tourists satisfaction with tour guide performance in Sablayan, Occidental
Mindoro in terms of:
Independent Variable Mean Verbal Interpretation

1. PERSONALITY
1.1 Is the tone of the tour guides as they 4.20 Highly Effective
discuss information and the history of the
place are well complemented by the
tourists?
1.2 Is the tour guide’s warmth and 4.13 Highly Effective
friendliness give an ecstatic surprise to the
tourists?
1.3 Does the quick responses of the tour 4.13 Highly Effective
guides when something went wrong made
a positive impact to the tourists?
1.4 Is the confidence of the tour guides
during the tour exceeded tourists’ 4.13 Highly Effective
expectations?
1.5 Does the way the tour guides made the
4.37 Highly Effective
tourist laugh and feel at ease the entire
time made the tourists feel rewarded?
OVERALL MEAN 4.19 Highly Effective
2. PUNCTUALITY
2.1 Does the tourist recognize and value 4.40 Highly Effective
the tour guide's skillful time management?
2.2 Does the tourist feel satisfied that the
tour guide kept all of their agreements and 4.47 Highly Effective
commitments to meet the date specified?
2.3 Does the tourist find the tour guide's 4.47 Highly Effective
considerate handling of the time effective?
2.4 Does the tour guide followed the
schedule from itinerary with various time 4.33 Highly Effective
 frame made the tourist feel contented?
2.5 Does the tour guide's organizational 4.37 Highly Effective
skill to be able to run through the structure
for each tour in advance fulfilled the
tourist?
OVERALL MEAN 4.40 Highly Effective
3. FLEXIBILITY
3.1 The coping of the tour guides with the 4.00 Effective
unexpected incidents made the tourists
contented.
3.2 Their capability of solving problems 4.10 Highly Effective
and conflict that emerged from tour
arrangements pleased the tourists.
3.3 They are approachable whenever they
are needed which is fulfilling to the 4.20 Highly Effective
tourists.
3.4 The cooperation of tour guides with 4.33 Highly Effective
other service staff is appreciated by the
tourists.
3.5 They are able to generate rapport 4.20 Highly Effective
among the tour group members which
exceeded the expectations of the tourists.
4.16 Highly Effective
OVERALL MEAN
4.25 Highly Effective
GRAND MEAN
Scale: 1.00-1.39 = Not Effective; 1.40-2.50 = Slightly Effective; 2.51-3.39 =
Moderately Effective; 3.40-4.00 = Effective; 4.01-5.00= Highly Effective
As reflected in table 2, the area of concern regarding the tourists
satisfaction with tour guide performance in Sablayan, Occidental Mindoro, was highly
effective, an indication that tour guide performance passed the quality and standard as
perceived by the tourist satisfaction in Sablayan, Occidental Mindoro.

Tour Guide Performance shown in the above table in terms of Personality was
perceived as highly effective with a mean of 4.19. According to Bentea (2015), Efficient
personality of tour guides depend on professional skills and competencies, specific to a
particular job, personality traits that are significant for the job, needs, values and attitudes
towards different feature of organization and professional activity.
 Meanwhile, in terms of Punctuality was also perceived as highly effective with a
mean of 4.40. As mentioned by Gray (2022), Punctuality is required in order to have
guests at places of attraction at set times. They typically adhere to a timetable based on a
itinerary.Your tour guide must make specific time allotment for these time frames and
assist guests in arriving on time. Not only punctuality is essential for reaching tour
destinations, but guests are likely to have different plans for the day. Respecting the time
of others in the group is encouraged.

Lastly, in terms of flexibility obtained a mean of 4.16 which perceived as highly

effective. As mentioned by Grayline (2022), at times, tour guides will need to go with the
flow. They may need to use various approaches based on the audience they will be
entertaining. A flexible approach to a situation can make a good tour even better.
Excellent tour guides are adaptable when it comes to unexpected issues and schedule
changes. Not only is flexible necessary for situations that arise, but it’s also essential for
the people that come. Being flexible with demanding personalities or people who prefer
to go against the flow will probably happen. Putting up with a few demands might be
necessary to keep the time together positive and enjoyable.

Significant relationship between tourist satisfaction and tour guide performance

Table 3 shows the significant relationship between tourist satisfaction and tour guide
performance. It can be noticd that Tourist Satisfaction

Variable Pearson Correlation P-Value Interpretation

TOUR GUIDE .766** .000 Significant
PERFORMANCE

TOURIST .766** .000 Significant

SATISFACTION

**. Correlation is significant at the 0.01 level (2-tailed).

 CHAPTER V
CONCLUSION AND RECOMMENDATIONS
This chapter presents the summary of the study, the findings based on the data
gathered, conclusions that answered the research problem and recommendation.

Summary of Findings
After the data has been tabulated, analyzed and presented using the above
mentioned statistical procedures, the following findings of the study were established and
summarized: