Cawa-Cawa Falls Market Research
The Researchers:
Bolante, Ernie
Galicia, Erica C.
Hilot, Roxanne Kyla M.
Manggol, Ma. Yvette F.
Reig, Dan Raiden A.
Solomon, Diana Joy
Executive Summary
The purpose of conducting this research is to find out how often people goes to outdoor
places and who can be the target customer of the marketed tourist attraction and to know if the
introduced tourist attraction is feasible to be marketed considering the insight of respondents and
their rates of the given place. The findings are concentrated on the insight of the target customer
and their behavior towards tourist attractions. There is no Secondary Research due to lack of
related studies about the place. To achieve the two objectives of this research, the researcher
conducted primary research on quantitative design. Using social media platform, questionnaire is
disseminated on participants which are chosen randomly. Data collected undergo SPSS or
Statistical Packages for Social Sciences to generate data for analysis and graphs and table are used
for better interpretation of individual data. The survey is consisted of 30 respondents and the
research recommended that marketers could makes use of social media as a platform to attract
more potential customers. To understand more about the place, they could indicate the information,
as well as the advantages, disadvantages, strengths and weaknesses of the tourist spot. To conclude
this research, gaps and limitations are included. Nonetheless, researcher made the first study about
the introduced place which can be used by future researcher or the researcher themselves to create
and improve strategies on marketing and attracting customers.
Content Page
1. Introduction and Background
2. Secondary Research
3. Problem Statement
3.1 Management Decision Problem
3.2 Research Problem
3.3 Research Objectives
4. Methodology
4.1 Research Method
4.2 Instrument Development
4.3 Sampling
4.4 Fieldwork
4.5 Data Analysis
5. Results
5.1 Demographics
5.2 Perception towards energy drinks
5.3 Perception towards product placement
6. SPSS Analysis
6.1 One Sample t-test
6.2 Correlation Tests
6.3 Cross Tabulation Analysis
6.4 Independent Samples t-test
7. Discussion & Implications
8. Limitations
8.1 Lack of Interaction
8.2 Respondent Error
8.3 Limited Sampling
9. Conclusion
10. Appendices
11. Bibliography
1. INTRODUCTION AND BACKGROUND
The Philippines is well-known for its gorgeous mountains, beaches, and other tourist
attractions. Some of its wonders are concealed, while others are yet to be found. Cawa-Cawa Falls,
located in Buli, Pinamalayan, was found by the researchers. It is a genuine gem from Mother
Nature herself. And will be presented shortly to tourists in both domestic and international
countries.
The study's major goal is to advertise the tourist destination to both domestic and
international travelers in order to improve the tourism sector. The researchers used survey
questionnaires and observations to gather more information and data on the location. It is difficult
to locate the location due to a lack of transportation, but it is simple if you have one. Bicycles,
motorcycles, and tricycles can use the roadway, but four-wheelers cannot because it is only one
way.
This study intends to attract visitors aged 18 to 50 to visit the mentioned location in order
to grow local tourism and enhance business in the surrounding region. The researcher gave analysis
and honest views about the location to help grow local tourism in Buli, Pinamalayan. It is
appropriate for swimmers but might be hazardous to youngsters. If you enjoy traveling in nature,
this is the spot for you.
2. SECONDARY RESEARCH
3. PROBLEM STATEMENT
3.1 Research Problem
This study's objective is to introduce the chosen tourist destination while creating a
marketing plan for its intended audience.
3.2 Research Objectives
RO One: To find out how often people goes to outdoor places and who can be the target
customer of the marketed tourist attraction.
To ascertain the preferences of travellers and the factors that they valued the most when
choosing a destination, such as location, inclusions, price, service, etc.
RO Two: To know if the introduced tourist attraction is feasible to be marketed considering
the insight of respondents and their rates of the given place
To offer perspective, which may be used as a successful approach to carry out in order to
obtain significant support and encouragement from the target customers.
4. METHODOLOGY
4.1 Research Method
The researcher used online questionnaire survey as method of collecting quantitative result
from 30 respondents. All questions formulated for the survey are structured questions and survey
were distributed using multiple social media platform such as Facebook and Messenger.
To avoid interaction and expenses for papers, researchers utilize online survey which is noninteractive communicating method. With the use of it, result are generalize that allows researcher
to draw the conclusions easily.
4.2 Instrument Development/Questionnaire Design
The formulated and disseminated questionnaire are all concise, clear, and straightforward to
avoid confusion of the respondents. The online survey was conducted after the actual survey as
there are lots of possible respondents though needed respondents are only 30 participants.
The research is in quantitative design with the use of questionnaire consisting of 12 questions.
Questions are all close-ended as it require little or no effort and are easy to tabulate. Questionnaire
are consisted of 6 Nominal questions, 4 Yes or No questions, 1 Likert Scale and 1 Rating Scale.
There is no filtration of questions during the survey because the participants are aware of the data
that the researchers are gathering.
4.3 Sampling Plan
Respondents Target
The target population of this research are male and female aged 18 to 50 years old living
in different area around Mindoro Province. Responses from participants outside Mindoro Province
are not included on the results and other factors such as occupation, religion, status and income
status are disregarded.
Sampling Frame
There is no sampling frame employed on this survey because it requires lots of effort to
identify all Mindorenos aged 18 to 50. Thus, the participants are chosen randomly.
Sampling Procedure
The target sample size of the researchers are 30 respondents. Individuals beyond our target
respondents even they responded on the survey will be excluded during data collection to eliminate
any sample selection error.
Sampling Technique
Using an online questionnaire survey through social media platforms employs the use of
Probability Sampling-Simple Random Sampling. The researchers randomly choose respondents
from their social media friends list and disseminate the questionnaire after asking permission.
Sampling Process:
The researchers clearly define target population of the research. After that, they select the
sampling frame from the identified population/target population. Probability sampling-Simple
Random Sampling was used as Sampling Technique. As there was no sampling frame, there’s no
need to determine the sample size. After collecting data, the researchers assess response rate of the
respondents that take part in the study.
4.4 Fieldwork
Due to distribution of the survey online, it doesn’t require researchers for fieldwork.
Moreover, the questions formulated and disseminated are all close-ended so researchers don’t need
for feedback. Distribution of survey through online platforms are quick and cost-efficient and gives
more convenience for both researchers and respondents.
4.5 Data Analysis Method
The researchers tabulated and analyze the collected data through the use of Statistical
Packages for Social science (SPSS). Using SPSS is an efficient and effective way of collating
results and generate them into statistical information which can easily understand by the
researchers and future researchers who will use the research paper as source of the study. The 12
question consists of Nominal Questions, Yes or No Questions, Likert Scale and Rating Scale. The
researcher uses SPSS to generate frequency distribution tables-cross tabulation, T-test table and
correlation table.
5. RESULTS
5.1 Demographics
1.
1. Age
Frequency
Percentage %
18
60%
9
30%
3
10%
30
100
17 to 19
20 to 25
26 to 30
TOTAL
TABLE 5.1
100% of respondents aged between 17 to 27 years old which falls within our respondent target.
More than 50% of our respondents are aged between 17 to years old.
2.
2. Gender
Frequency
Percentage
Female
16
53.3
Male
14
46.7
TOTAL
30
100
We surveyed a balance number of males and females to ensure minimal biases.
5.2 Perception towards Cawa Cawa Falls
3.
How often do you visit Frequency
Percentage
outdoor places?
Often
18
60%
Sometimes
6
20%
Rarely
6
20%
Never
0
0%
TOTAL
30
100
Out of 30 respondents, 60% of the respondents said that they oftenly visits outdoor places. 6% of
them answers sometimes, another 6% said rarely and none of the respondents answered never.
4.
What month of the year do Frequency
Percentage
you usually prefer to visit?
January
5
16.7%
February
1
3.3%
March
4
13.3%
April
6
20%
May
7
23.3%
June
3
10%
July
3
10%
August
1
3.3%
September
0
0%
October
0
0%
November
0
0%
December
0
0%
TOTAL
30
100
Out of 30 respondents, 23.3% of them said to visit outdoor places during the month of May. 20%
on the month of April, 16.7% during the month of January,13.3 during the month of March, both
June and July have 10% of respondent’s visitors and both month of February and August got 3.3%
of visitors.
5.
Have you ever heard about Frequency
Percentage
Cawa Cawa Falls?
Yes
24
80%
No
6
20%
TOTAL
30
100
Out of 30 respondents, 80% of them answers yes when asked if they heard about the Cawa Cawa
Falls, and 20% of them answered no.
6.
How did you know about it? Frequency
Percentage
From a friend
56.7%
17
Heard from someone I don’t 3
10%
personally know
News
1
3.3%
Locals
3
10%
From the researcher
6
20%
TOTAL
30
100
When asked on how they knew about the falls, 56.7% of the respondents answered that they heard
it from a friend, 20% of the respondents answered from the researchers, 10% heard from someone
they don’t personally know ,another 10% because of the locals while 3.3% answered by help the
news.
7.
What is your insight about Frequency
Percentage
Cawa Cawa Falls based on
its visual?
Very poor
0
0%
Poor
0
0%
Average
5
16.7%
Good
20
70%
Excellent
5
16.7%
TOTAL
30
100
We asked the respondents about the insight about Cawa Cawa Falls based on its visual, out of 30
respondents, 70% think it’s good. 15% thinks it’s just an average place while 15% think that it’s
an excellent place.
8.
Whom do you prefer to be Frequency
Percentage
with if you were to visit
Cawa Cawa Falls?
Family
11
36.7%
Friends
12
40%
Classmates
2
6.7%
Lover
3
10%
Alone
2
6.7%
TOTAL
30
100
Out of 30 respondents, 40% of them prefers to visit the Cawa Cawa Falls with their friends, 36.7%
together with their family, 6.7 % chose to be with their classmates while there’s 6.7% who prefers
to be alone.
9.
Do you think it’s safe?
Frequency
Percentage
Yes
14
46.7%
No
0
0
Maybe
16
53.3%
TOTAL
30
100
Out of 30 respondents, 53.3% of them thinks that the place is just “maybe” safe while 46.7% of
them said that they think it is safe.
10.
Is it budget friendly?
Frequency
Percentage
Yes
14
46.7%
No
0
0%
Maybe
7
23.3%
It’s okay
9
30%
TOTAL
30
100
46.7% of respondents thinks that the way to the falls is budget friendly, 30% of them answered
just “maybe” while 23.3% thinks that it it’s just “okay”.
11.
If there’s a chance, are you Frequency
Percentage
happy to go visit the Cawa
Cawa Falls?
Yes, of course
25
83.3%
No, not really
0
0%
Maybe, I’ll go give it a chance 5
16.7%
TOTAL
100
30
Out of 30 respondents, when asked, 83.3% of them answered that they’ll be happy to go visit the
Cawa Cawa Falls if there’s a chance while 16.7% of the answered “maybe” but they’ll go to give
it a chance.
12.
Rate the place on the scale of Frequency
Percentage
1 to 10
1
0
0%
2
0
0%
3
0
0%
4
0
0%
5
1
3.3%
6
0
0%
7
4
13.3%
8
13
43.3%
9
8
26.%
10
4
13.3%
TOTAL
30
100
When asked to rate the Cawa Cawa Falls on the scale of 1 to 10, majority of respondents(43.3%)
rate the place an 8, 26.7% of respondents rate the place a 9, 13.3% rates it a 4, another 13.3%
of them rates it a 10 while there’s a 3.3% who rates it for a 5.
6. SPSS ANALYSIS
6.1 CROSS TABULATION ANALYSIS
Research Objective One: To know if the introduced tourist attraction is feasible to be
marketed considering the insight of respondents and their rates of the given place.
1. Qn 3&4 (Popularity of the Area and Source of Information of Knowing the
Place)
Case Processing Summary
Cases
Have you ever
heard
of
Cawa-Cawa
Yes
N
Falls? If yes,
Percent

24
No/Maybe/It’s Okay
Total
N
N
Percent

80%
6
20%
Percent

30
100%
how did you
know about it.
Have you ever heard of Cawa-Cawa Falls? If yes, how did you know
about it. Is it budget friendly? Crosstabulation
Count
Have you ever heard of Cawa-Cawa Falls
Yes
No
Total
From a friend.
17
17
If yes, how did you
From someone
3
3
know about it.
News
1
1
Locals
3
3
From
the
6
6
6
30
researchers.
Total
24
Out of 30 respondents, 24 (80%) know about Cawa-Cawa Falls and some of the respondents have
heard about it from a friend, from someone they don’t actually know, from the news, and from
local citizens. On the other hand, 6 (20%) of the respondents don’t know what or where CawaCawa Falls is and they only heard of it from the researchers.
2. Qn 7&8 (Safety and Budget Friendly)
Case Processing Summary
Cases
Do
you
think it’s
safe? Is it
Yes
No
N
Percent

budget
Maybe
N
Percent
N
Percent

14 46.7%
Total
16 53.3%
N
Percent

30 100%
friendly?
Do you think it’s safe? Is it budget friendly? Crosstabulation
Count
Is
Do you think it’s safe?
budget
friendly?
Total
Yes
it
Yes
No
Maybe
14
No
Total
14
0
0
Maybe
7
7
It’s Okay
9
9
16
30
14
0
Out of 30 respondents, 14 (46.7%) says that going to Cawa-Cawa Falls is safe and 16 (53.3%) says
Maybe. In addition, the 46.7% (14) also said that it is budget friendly while the 53.3% (16) split
into two groups where 7 respondents say that Maybe it is budget friendly and 9 says that It’s Okay.
6.2 Independent Sample T-Test – Gender and Notice
Group Statistics
Have you ever
heard
of
Gender
N
Mean
Std. Deviation
Male
14
7.5
4.1833001327 1.1180339887
Female
16
8.5
4.7609522857 1.1902380714
Std. Error Mean
Cawa-Cawa
Falls?
Independent Samples Test
Levene’s Test for
Equality
of
Variances
F
Have you
Equal
ever
variances
heard of
assumed
Cawa-
Equal
Cawa
Variances
Falls? If
not
yes, how
assumed
did
you
know
about it.
21.25
Sig.
0.1
0.1
t-test for Equality of Means
t
1.73
1.73
df
13
15
Sig.
Mean
Std. Error
95% Confidence interval
tailed)
(2-
Difference
Difference
of the Difference
0.373333
-1
0.7972
Lower
Upper
0.75734
0.6757
0.6757
0.75734
0.373333
-1
0.7113
Since the value of p is 0.5, we know that the mean noticeably between females (8.5) is significantly
different from males (7.5).
Since there is more female who took part in this survey, this shows that females generally love to
go to places like Cawa-Cawa Falls.
6.3 ONE SAMPLE T-TEST – Source of Information
Research Objective Two: To attract visitors aged 18 to 50 to visit the mentioned location in order
to grow local tourism and enhance business in the surrounding region.
One Sample Statistics
If yes, how did you know about it.
N
Mean
Std. Deviation
Std. Error Mean
17
9
4.9
1.22
3
2
0.81
0.57
1
1
1
1
3
2
0.81
0.57
6
3.5
1.70
0.76
Friend
If yes, how did you know about it.
Someone they don’t really know
If yes, how did you know about it.
News
If yes, how did you know about it.
Locals
If yes, how did you know about it. The
Researchers
One-Sample Test
95% Confidence Interval of the
Test Value = 5
Difference
t
If yes, how did you know
df
Sig.
(2-
Mean
tailed)
Difference
Lower
Upper
-275.76
16
0
-7.780
-11.2034
-4.3566
-533.47
2
0.000004
-1.430
-3.2662
0.4062
1
1
0
0
0
0
-533.47
2
0.000004
-1.430
-3.2662
0.4062
-401.30
5
0
-2.740
-4.9269
-0.5531
about it. Friend
If yes, how did you know
about it. Someone
If yes, how did you know
about it. News
If yes, how did you know
about it. Locals
If yes, how did you know
about it. Researchers
We analyzed five sources of information regarding Cawa-Cawa Falls and the only SOI with a
mean score higher than five is Friends.
6.4 CORELLATION- Attractions and Ratings
Correlations
If there’s a chance, are you
Pearson Correlation
happy to go visit the Cawa-
Sig. (2-tailed)
Cawa Falls?
N
If there’s a chance, are you
If you’re going to rate the
happy to go visit the Cawa-
place from 1-10, how much
Cawa Falls?
will you rate it?
1
-.973
.000
121
If you’re going to rate the
Pearson Correlation
place from 1-10, how much
Sig. (2-tailed)
.000
N
121
will you rate it?
121
1
121
Correlation is significant at the 0.01 level (2-tailed).
Since p<0.01, how disruptive a product placement is and whether it increases tourist’s interest
were significantly correlated and has a negative association. Therefore, there was a very strong
negative correlation between the two variables. The study shows that as the tourist’s interest in
going increases, tourists’ ratings decrease. The area should be advertised more in order to attract
more tourist and increase the tourist sector in the local area.
7. DISCUSSION & IMPLICATION
Research Objective One:
Many people nowadays would like to go spend their vacation in some of the tourist spots
around their location. From the given data shown in figure 5.4, Out of 30 respondents, 60% of the
respondents said that they often visits outdoor places. 6% of them answers sometimes, another
6% said rarely and none of the respondents answered never. Having a tourist spot near their area
plays a significant role in attracting their target customer/travellers as reflected on our survey
results in figure 5.1, 100% of respondents aged between 17 to 27 years old which falls within our
respondent target and more than 50% of our respondents are aged between 17 to years old. This
proves that the target customers aged between 17 to 27 years old are most likely a students and
workers that wanted to explore and discover some of the possible tourist attraction.
Moreover, the target respondents would be able to have fun and relax around the month of
April and May since it coincides with the country’s tropical dry season based on the results in
figure 5.4, Out of 30 respondents, 23.3% of them said to visit outdoor places during the month of
May. 20% on the month of April, 16.7% during the month of January, 13.3 during the month of
March, both June and July have 10% of respondents’ visitors and both month of February and
August got 3.3% of visitors.
Furthermore, some of the factors that a target customer prefer in choosing a destination are
the safety and the cost of the marketed tourist spot when travelling. Some pictures are attached in
the survey questionnaires to show the actual perspective of the customers. In figure 5.9, Out of 30
respondents, 53.3% of them thinks that the place is just “maybe” safe while 46.7% of them said
that they think it is safe, this could be due to the roughness and slippery of the rocks. In figure
5.10, 46.7% of respondents thinks that the way to the falls is budget friendly, 30% of them
answered just “maybe” while 23.3% thinks that it is just “okay”. Given the fact that the researchers
marketed tourist attraction is part of our mother nature, the cost would just be the expense to their
transportation all the way to the falls.
As a result, the target customers of the researchers’ marketed tourist attraction aged
between 17 to 27 years old are often go to outside places and thinks that it is safe and affordable
to be a destination. This could increase attraction from the potential customers like travellers and
adventurers.
Research Objective Two:
A popular tourist spot plays an important role in influencing a customer in choosing a
tourist destination. According to the data gathered in figure 5.5, Out of 30 respondents, 80% of
them answers yes when asked if they heard about the Cawa Cawa Falls, and 20% of them answered
no. This proves that the respondents most likely heard that the marketed tourist attraction has a
potential to visit. As reflected in figure 5.6, when asked on how they knew about the falls, 56.7%
of the respondents answered that they heard it from a friend, 20% of the respondents answered
from the researchers, 10% heard from someone they don’t personally know, another 10% because
of the locals while 3.3% answered by help the news.
Additionally, In figure 5.11, Out of 30 respondents, when asked, 83.3% of them answered
that they’ll be happy to go visit the Cawa Cawa Falls if there’s a chance while 16.7% of the
answered “maybe” but they’ll go to give it a chance. In figure 5.12, When asked to rate the Cawa
Cawa Falls on the scale of 1 to 10, majority of respondents(43.3%) rate the place an 8, 26.7% of
respondents rate the place a 9, 13.3% rates it a 4, another 13.3% of them rates it a 10 while there’s
a 3.3% who rates it for a 5. Therefore, the researchers found out that the Cawa Cawa Falls is
feasible to introduce to the potential customers as shown by the given rates of the respondents,
which it can also be used as a significant support to encourage more potential customers to visit
the marketed tourist attraction.
Recommendation
The researchers could makes use the social media as a platform to attract more potential
customers. To understand more about the place, they could indicate the information, as well as the
advantages, disadvantages, strengths and weaknesses of the tourist spot.
8. LIMITATIONS
8.1 Lack of Interaction
With the absence of an interviewer to clarify and probe the respondents further for in-depth
response, online survey results may possibly result in unreliable data. The average response rate
for online surveys is 34% as reported by Harris et al. (2010). Hence, we can consider conducting
focus groups with a trained interviewer so as to gain deeper and richer insights from respondents
in the future.
8.2 Respondent Error
Online survey research is widely used by researchers in gathering a data. However, it does
come with its own limitations. Survey error affects the validity of the results, meaning the survey
does not provide a proper descriptive measure of what it was designed to measure. Survey error
can also affect the generalizability of the results. Response bias adversely affects the accuracy
(truthfulness) and reliability (consistency) of the results obtained. Bias influences the ability, or
willingness, of participants to answer questions precisely or truthfully.
8.3 Limited Sampling
Certain populations are less tech-savvy and unlikely to respond to online surveys. As
shown in our research, amongst our target audience, only 30% of our respondents are 26 to 30
years of age. This may result in sampling error. On site surveys can be done in future to target less
tech- savvy population to provide a more accurate result for our data collection.
9. CONCLUSION
The research findings provided information prior to research objectives. Based on the
results generated from tabulated data, the research finds outs that most of the respondent aged 19
years old. It was found that 60% or 18 respondents often visit outdoor places with their family
during month of April. The research also finds out that Cawa-Cawa falls is budget friendly and is
safety for 18-50 years old. Because the place has rough road and prone to accident due to rocks
around the falls, the research finds out that it is suitable for 18-50 years old. Moreover, respondents
have positive impression about the place and if given a chance, they are willing to visit the Cawacawa falls. Given the fact that the researchers marketed tourist attraction is part of our mother
nature, the cost would just be the expense to their transportation all the way to the falls. The
researchers would like to recommend that they could makes use of social media as a platform to
attract more potential customers. To understand more about the place, they could indicate the
information, as well as the advantages, disadvantages, strengths and weaknesses of the tourist spot.
10. APPENDICES
11. BIBLIOGRAPHY
https://encyclopedia.pub/entry/19565
https://www.hotjar.com/blog/survey-questions/
https://www.questionpro.com/blog/samplingframe/#:~:text=A%20sampling%20frame%20is%20a,from%20all%20target%20population%20segments.
https://www.scribbr.com/methodology/sampling-methods/
SAMPLING SURVEY QUESTIONS
1. Age– (1) 15-20 (2) 21-25 (3) 26-30 (4) 31-35 (5) 36-40 (6) 41-45 (7) 46-50
2. Gender- (1) Female (2) Male
3. How often do you visit outdoor places? (1) Often (2) Sometimes (3) Rarely (4) Never
4. Which month of the year do you usually prefer to visit? (1) January (2) February (3)
March (4) April (5) May (6) June (7) July (8) August (9) September (10) October
(11) November (12) December
5. Have you ever heard about Cawa-Cawa Falls? (1) Yes (2) No
6. If yes, how did you know about it? (1) Friend (2) Someone (3) News (4) Locals (5)
Researchers
7. What is your insight about Cawa-Cawa Falls based on its visual? (1) Very poor (2)
Poor (3) Average (4) God (5) Excellent
8. Whom do you prefer to be with if you were to visit Cawa-cawa falls?
(1) Family (2) Friends (3) Classmates (4) Lover (5) Alone
9. Do you think it’s safe? (1) Yes (2) No (3) Maybe
10. Is it budget friendly? (1) Yes (2) No (3) Maybe (4) It’s okay
11. If there’s a chance, are you happy to go visit the Cawa-cawa falls? (1) Yes, of course
(2) No, not really (3) Maybe, I’ll give it a chance
12. If you’re going to rate the scale from 1-10, how much will you rate it? (1) 1 (2) 2 (3)
3 (4) 4 (5) 5 (6) 6 (7) 7 (8) 8 (9) 9 (10) 10