PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City
AWARENESS OF LOCAL TOURIST ON US-USAN ISLAND SIBUNAG,
GUIMARAS AS A TOURIST DESTINATION
A Research Paper
Presented to the Faculty of the
College of Management and Accountancy
Hospitality and Tourism Management Program
PHINMA University of Iloilo
Iloilo City
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Tourism Management
by
Roland Pabillo
Carlo Gabriel Gasit
Lyca Maarat
Trisha Mae Malaza
Ma. Christia Benedicto
Wendy Joy Camino
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City
CHAPTER 1
INTRODUCTION
Chapter 1 is made up of five parts: (1) Background and
Theoretical Framework of the Study, (2) Statement of the
Problem and Hypothesis, (3) Significance of the Study, (4)
Definition of Terms, (5) Delimintion of the Study.
Part One, Background and Theoretical Framework of the
Study, presents the underlying reasons for conducting the
research and provides the framework that will serve as basis
and support for the study.
Part
Two,
Statement
of
the
Problem
and
Hypotheses,
states the general and specific problems as well as the
hypotheses to be tested.
Part Three, Significance of the Study, discusses who are
going to benefit the result of the study.
Part Four, Definition of Terms, discusses the conceptual
and operational meaning of the terms that includes in the
study.
Part Five, Delimitation of the study, discusses the
scope and respondents of the study.
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Background and Theoretical Framework of the Study
Sibunag is one of the two new municipalities created in
the province of Guimaras through RA 7896. Such creation was
validated
with
COMELEC
Resolution
en
banc
after
the
plebiscite conducted during the May 1995 election.Situated
Southeast of Guimaras Island facing Negros and is separated
from that island by Guimaras Strait. It is composed of
fourteen (14) barangays where the twelve (12) barangays were
from the mother Municipality of Jordan and two (2) barangays
were
from
Nueva
Valencia.
Sabang,
San
Isidro,
Sebaste,
Alegria, and Bubog are the coastal barangays while Maabay,
Dasal, Ayangan, Ravina, Millan, Tanglad, Oracon and Concordia
are the inland barangays and Inampulogan, which is an island
barangay. It has a total population of 17,773 scattered among
14 barangays and a total land area approximately 147.40 square
kilometer occupying 21% of the total land area of the whole
province. The municipality of Sibunag has a lot of beautiful
islands that has a potential for tourism development not only
in the municipality of Sibunag but also in the province of
Guimaras, one of those island is Us-Usan Island.(Province of
Guimaras,2019)
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Us-usan Island lies west of Inampulogan Island off the
coast of Bantigue Point. It has a reef that is reported to be
larger in area than the land portion (0.212 sq. km). Its reef
has a good coral cover (72.5%) with dead corals constituting
smaller quantities. Coral species recorded in this area are:
Turbinaria,
Millepora,
Acropora,
massive
Acropora
Xestospongia,
Heliopora,
and
Porites,
Juncella,
Seriatopora,
Platygyra,
Lobophyllia,
Fungia,
Sinularia
table
and
Lobophyton. Concerted efforts of the island’s inhabitants to
protect their territory (including abarangay resolution from
the barangay council) have spared the reef from blast fishing.
However, gleaning from reefs during low tide, sedimentation
is also affecting the coral reefs.(Province of Guimaras,2019)
It is important that tourist must be aware of the new
attractions or destination, if they aware about the product
it has a bigger chance that they purchase it. According to
(Aaker 1996 and Keller 1993) stated that awareness plays
important role in consumers’ decision making for three main
reasons. Firstly, awareness affects consumer decision making
by influencing the formation and strength of association of
the concept in consumers’ minds. Second, awareness plays an
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important
roles
alternatives.
Therefore,
Tourism
whenever
Thirdly,
awareness
Marketing
is
of
a
consumers
awareness
tourism
several
affect
choice.
can
SMEs
predictor
consider
to
of
the
their
Responsible
intention
to
implement it.(Province of Guimaras,2019)
Awareness, Brand awareness refers to “what someone knows or
thinks they know about a destination” (Konecnik & Gartner,
2007, p. 403). Destination awareness is not simply whether
consumers have heard about a destination, but the likelihood
the destinationwill appear in tourists‟ destination choice
set (Crompton, 1992).Higher depth of destination awareness
means potential tourists are more likely to think of a certain
destination over others in travel planning. The breadth of
destination awareness, on the other hand, is the range of
travel purposes in which the destination name may come to
mind (Keller, 1998). Higher breadth of brand awareness means
potential tourists will think of certain destination across
a variety of settings whenever appropriate.
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Theoretical Framework
This
study
was
anchored
from
the
(Attention
Schema
Theory, by Taylor Webb and Michael S. A. Graziano, 2015).
According to this theory, there is, of course, no actual
mystery. Attention does have a real physical basis, but the
mechanistic details of the process of attention are not
included in the only relevant information to which the brain
has access. The attention schema theory can therefore explain
why a brain would conclude that such a mystery exists. The
internal model of the self (S) includes information about the
body and can therefore lead to reports about the physical
structure of the body, but not reports about awareness. The
visual representation of the apple (V) contains information
about that apple and can therefore lead to reports about that
apple, but not reports about awareness. The hypothesized
attention schema (A), however, contains information about the
way the brain attends, processes information, and facilitates
action. The information in that attention schema leads the
brain, in this hypothesis, to conclude it has awareness.
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Conceptual Framework of the Study
In this study, aims to determine the level of awareness
of local tourist on Us-usan Island Sibunag, Guimaras as a
tourist destination. The age, sex and income status are the
intervention to our independent and dependent variables. To
further describe the conceptual background related to this
study, the researchers’ revisit the theories that might be
applicable in this study undertaken.
Figure 1. Research paradigm
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Statement of the Problem and Hypothesis
This
study
aims
to
determine
the
Awareness
of
local
tourist on Us-usan Island Sibunag, Guimaras as a tourist
destination.
Specifically
the
study
aims
to
answer
the
following:
1. What is the level of awareness of local tourist on Us-usan
Island, Sibunag, Guimaras when respondents are taken as an
entire group and classified according to: age, sex income,
and civil status?
2. What is the demographic profile when respondents are taken
as an entire group and classified according to: age, sex,
income, civil status?
3. Are there significant difference to the level of awareness
of local tourist on Us-usan Island, Sibunag, Guimaras when
respondents are taken as an entire group and classified
according to: age, sex, income, and civil status?
Hypothesis
To answer the aforementioned questions, the researcher
hypotheses are the following:
1. There are no significant difference on the level of
awareness of local tourist on Us-usan Island when respondents
are taken as an entire group and classified according to:
age, sex, income, and civil status.
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Significance of the Study
This study aims to determine the awareness of the local
tourist on Us-Usan Island , Sibunag, Guimaras as a tourist
destination. It is beneficial to the following.
Local Government Unit, This study will give them enough
information about the awareness of local tourist on Us-usan
Island as a tourist destination. Furthermore, this study will
serve
as
planning,
guide
of
the
management
provincial
and
officials
development
of
in
the
tourism
tourist
destination.
DOT Guimaras, This study will give them idea to formulate
marketing strategy to market the Us-usan Island to attract
more tourists.
Local Community, The result of the study will motivate them
to help the LGU in promoting the destinaton that has potential
to give them a job or employment.
Tourists, This study will allow them to be aware about Ususan Island as an unspoiled tourist destination of Sibunag,
Guimaras.
Business owners, The result of this study may motivate them
to start establishing amenities, activities, accessibility
that will help for tourism development of the destination.
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Future Researchers, The result of this study may motivate
other researchers to conduct studies on awareness of local
tourist on a in different destinations of the region and
across the country.
Definition of Terms
Awareness,
The
quality
or
state
of
being
aware,
knowledge and understanding that something is happening or
exists. (Meriam Webster,2023)
In this study awareness is how well-known Us-Usan Island
to the tourist
Local tourist, A local tourist is someone who wants to
go beyond the tourist traps but knows that there are reasons
those attractions are so popular. A local tourist wants to
truly experience what is real and authentic, and to support
those that create with passion and integrity and they also
wants to find what is unique about a place and what makes it
worth visiting and worth experiencing.( The Local Tourist,
2017)
In this study tourist refers to the person who have
experienced or not experience going to the Us-Usan Island.
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Tourist destination, A tourist destination can be a
city, town, or other area. It is dependent on the revenues
accruing from tourism. It is marketed or markets itself as a
place for tourists to visit. It may contain more than one
tourist attractions. Destination is the basic component of
tourism. Identifying and capturing the essence of the place
is vital for the tourism business to do well. If an attractive
place is turned into a destination, the place generates high
revenue from tourism. ( Tutorials Point, 202)
In this study tourist destination refers to Us-Usan
Island Sibunag, Guimaras which is the location of the study.
Delimitation of the Study
The scope of this survey will be the local tourists that
are non-residents of
Guimaras. A survey will be conducted
among the local tourists that can help determine the level of
awareness of Us-usan Island Sibunag, Guimaras as a tourist
destination.
technique
to
The
researcher
obtain
the
will
use
a
participants
of
random
the
sampling
study.
The
instrument will be use in data gathering is a research-made
questionnaire to gain necessary data needed in the study.
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The researchers will aim to survey three hundred (300)
respondents
to
come
up
with
an
accurate
results.
The
respondents are limited only to 18-50 years old. In this
study,
demographic
profile
(age,
sex,
civil
status,
and
income) will be evaluated to determine who is more aware about
Us-usan Island as a tourist destination. The limitation of
our study is that our respondents are only the local tourists
that are going to Guimaras.
The study will take two (2) months; starting from the
preparation of the study paper and instruments up to finding
suitable respondents and to the analysis of data. However,
the study will take another month for polishing as there would
be required revisions on the paper. In order to assure
manageability
include
of
checklist
collected
and
data,
the
ranking/rating
include open-ended response items.
questionnaire
questions
and
only
not
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Chapter 2
Review of the Related Literature
Chapter 2 consists of five (4)parts: (1) Tourism Industry,
(2) History of Sibunag, (3) Related Studies, (4) Summary
Part One, Tourism Industry, discusses the state of tourism
in the Philippines.
Part Two, History of Sibunag, discusses about the history
of Sibunag, Guimaras.
Part Three, Related Studies, discusses the existing related
studies of our study.
Part Four, Summary, dicusses the whole summary of this
chapter.
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Tourism Industry
The tourism sector is a key contributor to the
resilience of the Philippines’ external payments position
and overall economic development, alongside overseas
Filipino (OF) remittances and business process outsourcing.
As one of the country’s biggest employers, it provides
various opportunities for businesses and individuals from
all segments of society and supports sustained structural
foreign exchange (FX) inflows. But given the contactintensive nature of the tourism sector, it has been
significantly hit by the COVID-19 pandemic. Nonetheless,
prospects for recovery in travel services are improving
amid accelerated mass inoculation and easing of travel
restrictions.
The country’s tourism sector felt the negative impact of
the pandemic much earlier in 2020, as countries started to
impose travel restrictions and measures as early as January
2020. Both the country’s international tourist arrivals and
tourism receipts fell by about 80 percent in 2020 and by about
90 percent in 2021.
The
Department
of
Tourism
(DOT)
is
forecasting
the
recovery of the country’s domestic travel sector by 2022 at
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the earliest (Table 1), when demand returns to 90 percent of
the 2019 level, and by 2024 at the latest. The DOT is focusing
on the recovery of the tourism sector through the promotion
of domestic travel, with many overseas source markets still
closed.10
This
is
consistent
with
Oxford
Economics’
projection that domestic visitors are to exceed pre-pandemic
levels in 2022. On the other hand, inbound travel is seen to
recover in 2024 or 2025 for some individual destinations.
Oxford Economics estimates that domestic travel will account
for 80 percent of tourists this year, 60 percent higher than
pre-pandemic levels. (Bangko Sentral ng Pilipinas,2019)
History Profile of Sibunag Guimaras
Even before it was created as separate Local Government
Unit, Sibunag is named after its main river, abounds with
spellbinding folktales and legends.The tragic story of Guima
and Aras (popularized by Guimaras writer, Romeo G. Garganera)
happened in the shores of Sibunag as the ill-fated lovers
desperately crossed the stormy sea to Baglas, now Negros, to
escape the wrath of an angry father.Legend also says that
Sibunag, son of a deity and a mortal was stolen when only a
baby. He was cared for and raised by a fairy. His numerous
and amazing adventures and romance found niche in the hearts
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of folklore writers. Sibunag river remains even today, not
only the main source of gravel and sand supply of the province
but also an important waterway from the mainland Guimaras to
the island waters where the longest river in Guimaras could
be seen with its tributaries originate from the springs of
the
three
mountains
of
Dinalman,
Bontoc
and
Tigbi,
strategically located in Barangay Millan. By mouth of Sibunag
River are wide areas of fishponds. Along its shorelines to
Alegria and San Isidro are sources of bangus fry, bulgans,
talakitok,
mayamaya,
kanlay,
crustaceans
kamuntaha,
lobsters,
prawns
and
especially
the
seashells.(Province
of
Guimaras, 2019)
Related Studies
Towards a Conceptual Framework of Tourists' Destination
Knowledge and Loyalty
Previous literature has suggested that brand knowledge,
in terms of brand awareness and image, could strengthen brand
loyalty . For instance “high levels of brand awareness and a
positive brand image should increase the probability of brand
choice, as well as produce greater consumer (and retailer)
loyalty and decrease vulnerability to competitive marketing
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actions.” Aaker (1992) maintained that five brand equity
assets
(brand
quality,
brand
loyalty,
brand
awareness,
image/associations,
and
perceived
other
brand
proprietary
assets) are sources of the value that brand equity creates
for brand-owners. He suggested that insome cases (though not
always), loyalty can be influenced by or result from brand
awareness and brand image, as well as other brand equity
assets. A general framework is hence developed based on the
linkage between destination knowledge and loyalty.
Theoretically, brand awareness is also believed to be
related
to
loyalty.
conceptualization,
brand
Following
awareness
Keller‟s
and
brand
(1993)
image
may
influence brand loyalty in a separate and parallel manner.
Somewhat surprisingly, the literature is also divided on the
relationship between brand awareness and image. On one hand,
since no image may exist without prior awareness, it may be
argued that brand awareness is an antecedent of image, and
holding a certain level of brand awareness is a prerequisite
for image formation. Keller (1993) pointed out that “brand
awareness affects consumer decision making by influencing the
formation and strength of brand associations in the brand
image.” On the other hand, one might argue that different
level of awareness could hardly predict the valence of one‟s
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destination image. Milman and Pizam‟s (1995) study revealed
that
destination-aware
positive
image
destination.
than
All
in
respondents
those
all,
it
who
did
were
seems
not
not
have
aware
awareness
a
more
of
the
provides
a
necessary, though not sufficient condition for the creation
of a brand image. It seems more discussion and empirical
evidence
are
needed
to
clarify
the
relationship
between
awareness and image. ( Xiang Li, James Petrick, Yuan Zhou,
2008)
The Role of Tourist Attitude Toward Destination Awareness,
Destination Personality And Future Visit Intention
In marketing science, brands can determine how strong
a product is in the market compared to other competitors. In
general, companies can create a position for their
products in the market by creating awareness of the existence
of these products, which is commonly known as brand awareness.
This concept was then adopted into tourism science that is
known as destination awareness. According to Milman and Pizam
(1995), destination awareness is defined as whether someone
hears
about
a
tourist
destination
or
the
first
tourist
destination that comes to someone’s mind when going on a trip.
Awareness is knowledge of the existence of something (Niekerk
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and Saayman, 2013). The effect of destination awareness is
not only felt when choosing a destination, but also affects
the tourist attitude in general (Chang and Shin, 2004).
This study resulted in three findings. Firstly, the
relationship among destination awareness, tourist attitude,
and
future
visit
intention.
Destination
awareness
has
a
positive and significant effect in forming tourist attitude.
On the other hand, destination awareness has a positive but
not
significant
effect
on
future
visit
intention.
This
indicates that the higher the awareness of tourists about a
tourist destination, the more positive their attitude towards
the destination and the stronger their intention to visit it
in
the
future.
conducted
by
awareness
can
This
Milman
finding
and
generate
is
Pizam
an
in
line
(1995),
interest
with
which
in
the
study
found
that
something
that
encourages the intention to visit a destination. A study
conducted by Isa and Ramli (2014) found that destination
awareness is a factor that influences tourists to visit a
destination This study's findings contrast with Junaedi and
Harjanto (2020), who discovered that destination awareness
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can directly influence tourist visit intention. The tourist's
intention
is
not
immediately
affected
by
destination
awareness. Other variables are required to bridge this gap in
order to improve tourist visit intent based on destination
awareness.( Ersy Ervina and Vany Octaviany, 2022)
The Role of Awareness and Familiarity with a Destination:
The Central Florida Case
The
aim
of
differentialimages
destination
and
this
that
to
test
study
was
travelers
whether
to
analyze
have
of
consumer
a
the
tourist
awareness
and
familiarity with a vacation destination had an impact on their
image of the destination, their interest in the destination,
and the likelihood of visiting it.
For the purpose of this study, awareness was operationally
defined as having heard of or recognizing the name of a
vacation
destination.
Familiarity
was
defined
as
having
previously visited the destination. The concepts of image,
awareness, and familiarity were evaluated in the context of
Central
Florida
This
study
is
based
on
the
theoretical
background of the consumer’s buying process incorporating
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product awareness, familiarity, interest, and purchase. Using
a sample of 750 U.S. households, a series of hypotheses were
tested to analyze whether consumer awareness and familiarity
with Central Florida as a vacation destination had an impact
on the consumer’s destination image and on the interest and
likelihood to visit it. The results indicate that those who
were familiar with Central Florida (i.e., had previously
visited it) had a more positive image of the destination and
were more interested in and likely to revisit it than those
who were only aware of the destination. However, contrary to
our expectations, interest or likelihood to visit Central
Florida was not significantly higher among those who were
aware of Central Florida as a tourist destination than those
who were not aware of it. For this case, it is possible to
conclude that as consumers move from the awareness stage to
the familiarity stage their interest and likelihood to visit
increase, although the same may not be true when consumers
move from the nonawareness to the awareness stage.( Ady Milman
and Abraham Pizam, 2017)
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Level of Awareness of Filipinos to Different Philippine
Tourist Destination
The main objective of this study is to determine the Level
of awareness of Filipinos to different Philippine tourist
destination. The researcher suggests that not all Filipino
know all the Philippine tourist spots and how it can affect
the Philippines tourism industry. Not only that it create job
opportunities but also promote peace not only among nations
but
more
precisely
within
the
country
to
create
better
understanding and unity among its citizens. One can never
fully understand the culture of people from other regions of
the
country
Whatever
is
without
taught
spending
in
the
time
school
in
such
would
destination.
definitely
not
sufficient to the understanding of the student without actual
impression to the culture of the particular region. So the
researcher will be conducting a research to know how Filipino
view own tourist destination or spots and measure their level
of awareness in Philippine tourism.
In terms of accessibility the respondents strongly agree
that money can be basis to have a travel experience which is
4.54. This statement is followed by statement no. 3 and 4
with the weighted mean of 4.4. And it is followed by statement
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no. 1 which is 4.02. And lastly, is statement no. 2 with the
mean of 3.88.
Respondents believed that Filipinos are hospitable. They
are familiar with different tourist destination by browsing
the social media. Most of the respondents wish to visit the
different sceneries in our country if given a chance.
Financial aspect is important to travel the different tourist
destination.(Daisy Segui, 2018)
Summary
This part of the study focuses in summarizing the related
literature and related studies, that includes tourism
sector, history of sibunag, and related studies.
The
tourism
Philippines'
sector
external
is
a
payments
key
contributor
position
and
to
the
economic
development, but has been significantly hit by the COVID-19
pandemic. The Department of Tourism (DOT) is forecasting the
recovery
of
the
domestic
travel
sector
by
2022
at
the
earliest, when demand returns to 90% of the 2019 level, and
by 2024 at the latest. Oxford Economics estimates that
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domestic travel will account for 80% of tourists this year,
60% higher than pre-pandemic levels.
Sibunag is known for its folktales and legends, such as
the tragic story of Guima and Aras and the story of Sibunag,
the son of a deity and a mortal who was stolen and raised by
a fairy. It is also an important waterway from the mainland
to the island waters, with fishponds and crustaceans.
Previous literature has suggested that brand knowledge,
in terms of brand awareness and image, could strengthen brand
loyalty. Aaker (1992) suggested that five brand equity assets
(brand loyalty, brand awareness, perceived brand quality,
brand image/associations, and other proprietary assets) are
sources of the value that brand equity creates for brandowners. Theoretically, brand awareness is also believed to be
related
to
loyalty,
but
the
relationship
between
brand
awareness and brand image.
The
Role
of
Tourist
Attitude
Toward
Destination
Awareness, Destination Personality And Future Visit Intention
discovered that destination awareness can directly influence
tourist
visit
intention.
Other
variables
are
needed
to
improve tourist visit intent based on destination awareness.
This study “The Role of Awareness and Familiarity with
a Destination: The Central Florida Case”, showed that those
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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who were familiar with Central Florida had a more positive
image of the destination and were more interested in and
likely to revisit it than those who were only aware of the
destination.
The study “Level of Awareness of Filipinos to Different
Philippine Tourist Destination”, founds that money can be
used to have a travel experience, and that Filipinos are
hospitable and familiar with different tourist destinations.
Most respondents wish to visit the different sceneries in our
country if given a chance. Financial aspect is important to
travel the different tourist destination.
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COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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Chapter 3
Methodology
This section presents the (1) Purpose of the Study and
Research Design, (2) Methods, and (3) Data Analysis
Procedure.
Part One, Purpose of the Study and Research Design,
restates the main purpose of the study and describes the
research design.
Part Two, Method, introduces the respondents, the
research instruments, and the procedures involved in the
conduct of the study.
Part Three, Data Analysis Procedure, enumerates and
provides brief description on the use of different
statistical tools in the analysis of the data.
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HOSPITALITY AND TOURISM MANAGEMENT
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Purpose of the study and Research Design
This study was entitled “Awareness of local tourist on Ususan Island Sibunag Guimaras as a tourist destination ”.
The study aims to determine the level of awareness of local
tourist on Us-usan Island Sibunag, Guimaras. Research design
was a scheme or plan of action for meeting the objectives of
the study (Ardales, 2001). The appropriate research design
for this study was a descriptive method. Descriptive Research
was appropriate for studies which aimed to find out what
prevail
in
the
present
condition
or
relationships,
held
opinion and beliefs, process and effects, and developing
trends
(Calmorin,
1995).
According
to
Subong
(2005),
descriptive method was in the literal sense of describing
situations or events, was the accumulation of a data base
that was solely descriptive but may also aimed for more
powerful purposes like (a) Seek or explain relationships, (b)
Test hypothesis, (c) make predictions, (d)
Get at meanings
and implications. It was used only when one would like to
describe a group of individuals or describe the data that
have been collected; to make a description of variables that
were categorized in order to determine the measure of a
certain dependent variable that was to be measured. In
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COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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general, this type of statistics was devoted to summarization
and description of data sets.
It is a quantitative research method that attempts to
collect quantifiable information for statistical analysis of
the population sample. It is a popular market research tool
that
allows
us
to
collect
and
describe
the
demographic
segment’s nature. In this study the researchers aim to know
the level of awareness of local tourist on Us-usan Island,
Sibunag Guimaras as a tourist destination.
Method
Respondents of the Study
This study will be conducted at the Jordan, Guimaras
specifically at the Jordan wharf baranggay Rizal, Jordan
Guimaras. The respondents of the study are (300) people
that are non-residents of Guimaras, specifically local
tourist that coming from outside of Guimaras province.
The sampling technique that will use in this study is the
random sampling. The random sampling technique was used to
obtain the participants in the study. In this technique, the
researchers
used
survey
questionnaires
to
determine
purest form of sampling under the probability approach
the
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which provides equal chances of being picked for each member
of the target population.
Data Gathering Instrument
The instrument used in data gathering was a research-made
questionnaire in order to gain necessary data needed in the
study. The instrument will be use to determine the level of
awareness of the local tourists on Us-usan Island Sibunag,
Guimaras as a tourist destination.
The instrument will be
divided into two parts.
Part 1 are the secured information such as name, age, sex and
civil status, income status, educational attainment of the
respondents. However, the respondent may choose to write or
not to write his/her name.
Part 2 wil be the questionnaire about the level of awareness
of local tourist on Us-usan Island Sibunag Guimaras. It
contained
25
questions
that
are
statement
base.
The
researcher will be use the 5 Likert scale in which the
respondents were ask to check the column that corresponds to
their answer as indicated in the descriptive scale with the
corresponding weight, fully aware (5), aware (4), neither
aware or not aware(3), not aware (2), fully not aware (1)
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COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City
To interpret the scores, the following scale of means and
their description will be used:
Scale
Interpretation
1.00 - 1.79 - Fully not aware
1.80 - 2.59 - Not aware
2.60 - 3.39 - Neither aware or not aware
3.40 - 4.19 – Aware
4.20 -5.00 - Fully aware
Means of interpretation
Fully aware means possesses proficiency and knowledge on
Us-usan Island, Sibunag, Guimaras as a tourist destination.
Aware means have adequate knowledge on Us-usan Island,
Sibunag, Guimaras as a tourist destination.
Neither aware or not aware means have knowledge on Ususan Island, Sibunag, Guimaras as a tourist destination.
Not aware means don’t have adequate knowledge on Us-usan
Island, Sibunag, Guimaras as a tourist destination.
Fully not aware means have not posses proficiency and
knowledge on Us-usan Island, Sibunag, Guimaras as a tourist
destination.
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Data Gathering Procedure
The original title proposed by the researchers will be
checked, revised and rechecked by the researcher’s professor
to
maintain
conformity
on
the
subject
of
research.
The
questionnaire aims to have a proper response of the purpose
of the study will be presented and checked by the research
adviser to ensure validity.
Permit to conduct research and study will be secured
through a letter requesting permission from the DOT Guimaras.
The researchers will ask permission from the respondents to
answer the questionnaire was also secured. The researchers
will retrieve and check the accomplish instruments to ensure
that the items were answered appropriately.
The data that will be gathered from the answered
questionnaire will be checked, classified, tabulated and
analyzed according to descriptive research design discussed
in the chapter.
Data Analysis Procedure
To establish the validity of questionnaires in this study,
the survey questionnaire was submitted to the research
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instructor for correction and approval of the study before
distributing to the respondents.
Before the questionnaire was given out to the respondents
for reliability testing, the researcher secured a written
permission.
The
researcher
conducted
the
testing
of
the
questionnaire to a group of 30 local tourists.
The data that will be obtained will be subjected to the
following descriptive analysis, concerned with escribing,
summarizing, and identifying patterns through calculating
existing data, like mean, median, mode, percentage, frequency
and range. The researchers used the following statistical
tools in the analysis and interpretation of the data:
Frequency
respondents
count.
in
the
Determines
study
that
the
have
total
been
number
of
classified
the
by
according to different factors.
Percentage
analysis.
The
percentage
analysis
will
be
employed to determine the ratio of the subjects who responded
to the items and to the total number of respondents.
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Mean. The mean will be used to determine the level of
awareness
of
local
tourist
on
Us-usan
Island
Sibunag,
Guimaras as a tourist destination. Among the measures of
central
tendency
the
mean
were
used,
according
to
Guilford(2000) mean is considered as the most reliable or
accurate
measures
of
the
central
value,
it
ordinarily
fluctuates less widely than the median and the mode.
T-Test. To find out the significant difference in level
of awareness of local tourist on Us-usan Island. According to
Bevans, Rebecca (2020) a t-test is a statistical test that is
used to compare the means of two groups. It is often used to
determine whether a process or treatment actually has an
effect on the population of interest, or whether two groups
are different from one another.
ANOVA. To find out the significant difference of the
socio-economic variables. According to Kenton, Will (2021)
analysis of variance or anova is a tool used in statistics
that splits an observed aggregate variability found inside a
data
set
factors.
into
two
parts:
systematic
factors
and
random