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 I
INTRODUCTION
Background of the Study 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.
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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,
table
Sinularia
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.
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
important
roles
alternatives.
whenever
Thirdly,
consumers
awareness
can
consider
several
affect
choice.
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Therefore,
Tourism
awareness
Marketing
of
is
a
tourism
SMEs
predictor
to
of
the
their
Responsible
intention
to
implement it.
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.
Statement of the Problem
This
study
aims
to
determine
the
Awareness
of
local
tourist on Us-usan Island Sibunag, Guimaras as a tourist
PHINMA UNIVERSITY OF ILOILO
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destination.
Specifically
the
study
aims
to
answer
the
following:
1. What is 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 status and civil
status?
2. What is the demographic profile when respondents are taken
as an entire group and classified according to: age, sex,
income status, civil status?
3. Are there significant difference to 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 status 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 status and civil status.
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Theoretical Framework
Crompton (1992), the American scholar, introduced the
theory of choice set, among the pattern of destination choice
sets
that
Crompton
(1992)
proposed,
the
decision-making
pattern. All brands of a certain product are included in the
total set. However, consumers do not necessarily know all the
existing brands. The “awareness set” refers to brands that
consumers know, and the “unawareness set” refers to brands
that they do not know. When consumers consider the purchase
of certain brands, those that retain their interest are
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referred to as the “evoked set” and these are considered
positive.
Among
the
brands
that
are
excluded
from
consideration, those that consumers cannot evaluate due to
insufficient information become the “inert set.” They are
considered neither positive nor negative. The brands that are
refused by consumers become the “inept set.” One reason
consumers
might
refuse
a
certain
brand
is
that
their
experiences with it have been unpleasant. Negative secondhand
information
can
also
influence
consumers
to
refuse
certain brands. Of course, a brand can change its name,
advertise itself differently, and improve its quality, all of
which will make consumers believe that it is a new or improved
brand
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
PHINMA UNIVERSITY OF ILOILO
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applicable in this study undertaken.
Dependent variable
Independent variables
Figure 1. Research Paradigm
Level of awareness
Age
Sex
Income status
Civil status
Level of awareness
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
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
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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 trigger them to
help the LGU in promoting
to give them
the destinaton that has potential
a job or employment.
Tourists This study will allow them to be aware about Us-usan
Island
as
a
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.
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
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Awareness,
and
The quality or state of being aware : knowledge
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.
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
PHINMA UNIVERSITY OF ILOILO
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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.
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, income
status) 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,
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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
questionnaire
questions
and
only
not
include open-ended response items.
Chapter II
Review of the Related Literature
Related Literature
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
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
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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
especially
the
kamuntaha, lobsters, prawns and seashells. (guimaras.gov.ph,
2019)
Related Studies
Foreign 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
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
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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.
Following
Keller‟s
(1993)
conceptualization,
brand awareness and brand 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 destination image. Milman and
Pizam‟s
(1995)
study
revealed
that
destination-aware
respondents did not have a more positive image than those who
were not aware of the destination. All in all, it seems
awareness
provides
a
necessary,
though
not
sufficient
condition for the creation of a brand image. It seems more
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discussion and empirical evidence are needed to clarify the
relationship between awareness and image.
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
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.
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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
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.
The Role of Awareness and Familiarity with a Destination:
The Central Florida Case
The
aim
of
differentialimages
this
that
study
was
travelers
to
have
analyze
of
a
the
tourist
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destination
and
to
test
whether
consumer
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 product awareness,
familiarity, interest, and purchase. Using a sample of 750
U.S. households, a series of hypotheses were tested to analyze
whether
consumer
Florida
as
a
awareness
vacation
and
familiarity
destination
had
with
an
Central
impact
on
thebconsumer’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
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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.
Local Study
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
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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
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.
Chapter III
Methodology
This section presents the (1) research design, (2) locale
of the study, (3) respondents of the study, (4) sampling
technique, (5) research instrument, (6) data gathering
procedure (7) reliabilityand validity of the research
instruments and (8)data analysis procedure.
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Research Design
This study was entitled “Awareness of local tourist on Ususan Island Sibunag Guimaras as a tourist destination ”.
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 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
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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.
Locale of the
Study
This study will be conducted at the Jordan, Guimaras
specifically at the Jordan wharf baranggay Rizal, Jordan
Guimaras.
Respondents of the Study
The respondents of the study are the people that are
non-residents of Guimaras, specifically local tourist that
coming from outside of Guimaras province.
Sampling Technique
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
purest
form
used
survey
of
sampling
questionnaires
under
the
to
determine
probability
the
approach
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which provides equal chances of being picked for each member
of the target population.
Research Instrument
The
instrument
used
in
data
gathering
was
a
survey
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 securedinformation 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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To interpret the scores, the following scale of means and
their description will be used:
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 - Awai
4.20 -5.00 - Fully aware
Data Gathering Procedure
The original title proposed by the researchers will be
checked, revised and rechecked by the researchers 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
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in the chapter.
Reliability and Validity of the Research Instrument
To establish the validity of questionnaires in this study,
the
survey
questionnaire
was
submitted
to
the
research
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.
Data Analysis
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:
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
PHINMA UNIVERSITY OF ILOILO
COLLEGE OF MANAGEMENT & ACCOUNTANCY
HOSPITALITY AND TOURISM MANAGEMENT
Iloilo City
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