Sociodemographic segmentation of satisfaction on tourist destinations in Digos City, Davao del Sur

Abstract

This study explored the sociodemographic segmentation of satisfaction with tourist destinations in Digos City, Davao del Sur. Using a descriptive-comparative research design and random sampling technique, 390 tourists were surveyed to evaluate satisfaction across eight destination attributes: natural factors, cultural factors, recreation and shopping facilities, accessibility, infrastructure, reception, services, and cost/price. Results revealed an overall high level of satisfaction among tourists, indicating the appeal of Digos City's tourism offerings. Significant differences were identified in specific attributes when analyzed according to marital status, annual income, and educational level, while no significant differences were observed based on sex, age, or employment status. These findings provide valuable insights into the varying preferences and satisfaction levels of different tourist segments, offering critical inputs for developing targeted and inclusive tourism strategies in Digos City.