Mabuhay ug madayaw! The University of Mindanao College of Hospitality Education publishes La Ricerca, an annual refereed journal, through the UM Institute of Economy and Enterprise Studies (UM-IEES). This scientific compendium (ISSN 2467-656X | e-ISSN 3028-0664) provides a platform for staff, researchers, faculty, and students to publish their work and contribute to the generation and dissemination of knowledge. Since La Ricerca covers a wide range of topics, it welcomes the submission of exceptional research in various academic domains, including but not limited to: Nature-based Tourism Medical Tourism Sun and Beach Tourism Cultural Tourism Leisure Tourism Sports Tourism Entertainment Tourism Dark Tourism Health and Wellness Tourism Meetings, Incentive, Conference, Exhibition Gastro-Tourism Agritourism Sustainable Development Goals To guarantee the highest possible standard, every article published in this journal passed a thorough double-blind peer review process. The La Ricerca editorial board, reviewers, and employees are accomplished academics well-suited to manage and uphold the journal's caliber.
UM Institute of Economy and Enterprise Studies
This study explores the potential of honey onion candy in product development, focusing on its sensory acceptance and nutritional value. A survey was conducted with 399 University of Mindanao students, selected through convenience sampling. The results show high sensory acceptance of honey onion candy, with participants rating its color, consistency, texture, shape, and taste favorably. While the study did not include a detailed nutritional analysis, it is recommended that the product undergo testing by the Department of Science and Technology (DOST) to assess its nutritional content and validate any potential health claims.
The Impact of Customer Habits on Revisit Intention among Customers of selected Coffee Shops in Davao City
This research aims to assess the impact of customer habits on the intention to revisit among patrons of selected coffee shops in Davao City. The study's findings revealed several key insights: first, the respondents had a total frequency of 500, and it was found that social, marketing, situational, and psychological factors have a moderate impact on customer habits. This indicates that these factors do influence customer behavior, but the effect is neither very strong nor negligible. Additionally, the study revealed that brand awareness, perceived service quality, perceived product quality, and the physical environment also have a moderate effect on revisit intention, suggesting that while these factors do influence a customer's decision to return to a specific coffee shop, their influence is not overwhelming. Furthermore, the study found that the correlation between customer habits and revisit intention was low, implying that customer habits are not strongly linked to their intention to revisit the establishment. The researchers employed the average weighted mean to analyze how social, marketing, situational, and psychological factors influence customer habits, and Pearson’s correlation coefficient (Pearson-r) to assess the relationship between these variables. This study provides valuable insights for coffee shop owners and managers, offering an opportunity to tailor marketing and operational strategies to better align with customer preferences and habits, thereby increasing the likelihood of repeat visits and customer loyalty.
Strategic Development and Sustainability of the Tourism Industry
This study used random sampling to select over 400 respondents who have experienced the strategic development and sustainability efforts in Davao City. The researcher applied Pearson's r, T-test, and Mean test to analyze the data. Pearson’s r assessed the strength and significance of the relationship between strategic development and sustainability. The T-test was used to explore differences in perceptions based on demographics, while the Mean test helped determine if the data supported or rejected the hypothesis on sustainable tourism. The results underscore the importance of sustainable tourism in preserving local culture, biodiversity, natural resources, and the environment. Sustainable practices are essential for the long-term success of the tourism industry. The study recommends that stakeholders, including policymakers and businesses, adopt strategies that ensure the resilience of tourism sectors. It also highlights the need for tourism models that can adapt to global changes while promoting the well-being of both destinations and their communities.
SGD 9: Industry, Innovation, and Infrastructure
The Effects of Local Tourist Food Consumption Value on Destination Image of Bigbang Park in Davao City
This study explored how local tourist food consumption impacts the image of BigBang Park as a food destination in Davao City. The food image of a destination plays a key role in attracting visitors, and the study aimed to understand how tourists perceive the local food offerings at BigBang Park and how these perceptions influence their food choices. The researchers used a descriptive approach, collecting data through a survey distributed to 384 local tourists within BigBang Park. The study focused on how factors like age, education, and marital status might influence the consumption value of food, and differences between these groups were analyzed using Analysis of Variance (ANOVA). The findings showed a significant link between food consumption and the park's destination image. Tourists value taste, quality, health, price, and emotional connection to the food, which affects their decision to visit. Additionally, factors like social interaction, prestige, and the desire for unique, local experiences were also important reasons for the park's success as a food destination. These insights suggest that aligning food offerings with tourists' preferences is crucial for enhancing BigBang Park’s image as a culinary hotspot.
Blue Tourism Perspectives and Willingness to support among locals of Davao
The study aimed to assess the perspectives on blue tourism and the willingness of Davao locals to support it. To gather data, the researchers adapted and modified a questionnaire, which was then administered to 385 residents of Davao City. This research employed a descriptive correlation design, allowing the study to not only measure the levels of the two key variables—blue tourism perspectives and willingness to support—but also examine the correlation between them. The data were analyzed using the Mean and Pearson correlation coefficient (Pearson r). The results revealed that Davao locals have a highly positive perception of blue tourism. The community views blue tourism in the region as economically beneficial and environmentally sustainable. From a social perspective, locals believe that blue tourism is inclusive, ensuring that both residents and visitors are treated well without discrimination. Furthermore, Davao residents express strong enthusiasm for supporting the growth of blue tourism, with many showing a willingness to volunteer their time and resources to aid in the development of marine tourism or to advocate for it. A significant correlation was found between the locals' positive perspectives on blue tourism and their willingness to support its growth. This suggests that the more favorable the perception of blue tourism, the greater the likelihood of locals actively engaging in its development and promotion.
The aim of this study was to determine the perception of the tourism stakeholders towards medical tourism as well as the factors influencing the development of medical tourism in Davao City. A qualitative research method was adopted to collect data from representatives of Department of Tourism Region XI, Davao Doctors Hospital, Ricardo Limso Medical Center, City Tourism members, Locals, Educators and Medical tourists. The results revealed the in terms of services respondents’ perceived that it is existing and effective. They attest its effectivity through patronizing cosmetic product and appreciating prices of the product. On the other hand, In terms of benefits, respondents believe that medical tourism benefits are indeed helpful. The respondents thought that these benefits are visible especially in the economic growth of the City. In terms of Challenges, the respondents perceived challenges as factor that needs to be considered for it affects medical tourism as a whole. A number of respondents emphasized the lack of promotion as the major challenge in pushing medical tourism in Davao City. In terms of future development, respondents’ perceived future development as something that should be implemented for the betterment of medical tourism in Davao City.
This research sought to develop additional understanding to Tourism for Visually Impaired persons in Davao City through qualitative case study, evaluating the expectation, experience, reason and barriers of participation of a person with visual impairment. This study aims to understand and respond to their needs by focusing on the accessibility of tourism in all aspect. The eight primary respondents of this study were from the Word Opportunity towards Reformation and Development for Person with Disability (WORD – PWD), an organization in Davao City which cater the needs of the visually impaired persons. The result of the in-depth interview showed that the participants are more concerned about unequal treatment of the establishments. Accessibility of attraction sites transportation which was the reason for not involving and participating in tourism activities.
, Word of Opportunity towards Reformation and Development for Person with Disability
Workplace Social Support Among Tourism Professionals In Davao City
The main objective of the study was to determine the workplace social support among tourism professionals in Davao City. Questionnaires were distributed among 227 tourism professional respondents, wherein the data gathered were treated statistically utilizing Frequency Count, percentage, mean, t-test, and ANOVA. As tourism professionals, it is fitting that the level of their workplace social support is high; and the perspectives of the Tourism processionals concerning workplace social support are almost in the same level indicating no significant difference even if analyzed by age, sex, civil status, and length of service. The implication of the study is directed to the theoretical knowledge of the tourism professionals regarding workplace social support, which should be given emphasis during the on-the-job training of the graduating students, wherein, they will be taught at the same time theoretically in the classroom atmosphere concerning the mechanics of workplace social support.
Evaluation of Green Practices Studies In Hospitality Industry
This study was conducted to evaluate the different studies from the University of Mindanao that focused on the idea of Green Practices. Using the comparative methodology of Pickvance, 2005, the results revealed that as the years go by, the awareness of Green movement was slowly spread all over the community especially to Hospitality industry. Different ways were used that helped to spread the awareness conveniently. Some of those was includes the government who conducted seminars, social media advertisements, flyers, etc. Also, it showed that each research met in one point. This was to sustain the implementation of the Green Practices and Solid Waste Management in order in order to protect nature and improve the quality of life. These revelations helped the researchers to conclude that these ways should be kept or enhance since they were relevant in order to spread more awareness to the people about Green Practices.
Davao Backpackers: A Profile and Motivational-based Segmentation
The purpose of the research was to provide a motivational-based segmentation analysis of one particular tourist group in Davao City, commonly known as 'backpackers'. This research was undertaken due to the lack of understanding and knowledge of this market in Davao City, Philippines, specifically their needs, wants and motivations. Exploratory Factor Analysis was used to identify backpackers’ motivation. Test of differences were then used to determine variations in their motivations. Results revealed that Davao backpackers are motivated by six primary factors: novelty and experience; social/self-development; relaxation-relation; altruistic networking and; attendance to event. While there were no demographic-based differences in backpackers’ motivation, purpose and frequency of travel were found to have influenced Davao backpackers’ motivation. The results of the ANOVA tests also revealed that, based on the six factors, two motivation clusters can be distinguished: social seekers and destination seekers. The aim of this article is to provide a wider understanding of backpacking tourists in Davao and provide useful marketing and promotional strategies for tourism operators and marketers of the backpackers’ market. Findings of this study provide significant implication to tourism planners particularly in terms of giving more attention to the potential value of budget-style tourism, such as backpacking. Study findings also contribute relevant information to the lacking literature on backpacking tourism in Davao City, and in the Philippines as a whole.
Bartending NCII Competency Quality Assessment: It’s Effectiveness In Passing The National Assessment
Investigated the Bartending NC II competency quality assessment; its effectiveness in passing the national assessment taking 100 respondents culled from among the CHE-HRM students of the University of Mindanao is an open challenge to those aspiring to become internationally competent bartenders. The study gathered data that were treated statistically, using Frequency Count, Percentage, Mean and t-test. The results of the study showed that the level of bartending NC II competency quality assessment: Its effectiveness in passing the National assessment is very high; and, no significant difference on the level of bartending NC II competency quality assessment: It’s effectiveness in passing the national assessment was found when analyzed by age and gender. The implication of the findings to the existing literatures that; it provide concrete evidence to what type of assessment that a millennial student would prefer highlighting the Bartender program, to the school, the learning outcomes assessment is a crucial part of Bartending program’s success. Hence, it can affect its reputation, subsidy, enrolment and even its continued existence. Furthermore, the findings showed that the assessment created a positive impact to the learning of the respondents. To the students, the Bartending NCII Competency Quality Assessment had greatly helped the respondents in passing the national assessment. Hence, in the over-all result garnered 4.61 mean that is extremely effective as their responses. And so, no doubt that the assessments served its best.
Millennial Travel Motivations And Return Intention To Beaches In Pindasan, Mabini, Compostella Valley
This study was conducted to determine the Millennial Travel Motivation and Return Intention to Beaches in Pindasan Mabini Compostella Valley. The researchers employed quantitative research method and a researcher made survey questionnaire was used as data collection instrument. The instrument used in the study was validated by some experts from the faculty of College of Hospitality of Education in University of Mindanao. The research respondents of this study were 400 millennial Tourists from Beaches in Pindasan, Mabini, Compostella Valley. Average Weighted Mean was used to determine the Millenial Travel Motivation and Return Intention to Beaches in Pindasan Mabini Compostella Valley, while ANOVA determined the hypothesis of the study. Furthermore, findings revealed that there is no significant relationship between Travel Motivation and Return Intention when analyzed according to the profile of the respondents in terms of age and gender since Millennial Tourist still has revisit intention whether their motivation to travel decrease or increase.
Local Community Perception Towards Faith Tourism
The research explored the local community perception towards faith tourism in Davao City. Qualitative method of research was used conducting an in-depth interview utilizing structured questions. The study was conducted within Davao City choosing 8 informants and from each sector of the society. the findings showed that informants regarded faith tourism as destination-oriented practice of faith and synonymous with religious tourism with the purpose of strengthening their faith through worship and expect God to bless such ordeal. Their perception on the importance of faith tourism concerns about the appearance of the faith tourism destination, wherein half of the informants considered it as secondary matter only while the other half considered it big deal because it affects the decisions of the pilgrims to visit the place. Some informants consider the history and character of the faith tourism destination as important while others consider the worship experience in the said faith tourism destination as the most important factor in faith tourism. Davao city is prepared already with the people’s support and government’s promotion. The implication of the study concerned about the support of the local government and the department of tourism concerning faith tourism such as its inclusion in promoting tourist spots in the Philippines as well as providing accessibility to the place as well as safety and security for the tourists.
Accessibility Of Tourist Destination Among Millennial Tourist
This study was conducted to determine the accessibility of millennial to tourist destinations. The proponents conducted a quantitative research. The instrument that the proponents used to conduct the survey was an adapted questionnaire. The research respondents of the study were 400 millennial tourists that ranging to 14-37 yrs. old in Davao International Airport. The statistical tool that was used in the study will be analyzed using Version 0.9 JASP (2018) which is free statistical software. Pearson Correlation Coefficient and Regression Analysis was done in the study with a confidence level of α=0.05. The study revealed that the accessibility of millennial to tourist destination was on point to what the study should show. Results also showed that there were ways the tourist destination can enhance on how to attract millennial to their location using satisfaction level.
Hotel Brand Preference and Customer Loyalty In Davao City
The growth of competitive hotel firms in Davao City are chasing scarce new customers. Keeping loyal customers and facing the unrelieved decline of customers fulfilment which may affect loyalty to the brand. Primarily, the purpose of this study is to thrive a model that grasp an understanding and scrutinize the relevance of brand preference and customer loyalty. Using percentage, mean, and Pearson-r as statistical tool to measure the data. The findings revealed that the independent variables in the level of brand preference has significant positive effects relation with customer loyalty. Researchers utilized this study in six selected hotels brand in Davao City and the evaluation of the survey assessment in accordance to the hotel guests’ experiences. The findings of the study will patronage future researchers as the reference related to their case subject research.
Industry's Expectation and Experience to Hospitality Practitioners In Davao City
Knowing what factors of competencies that industry has expected to the employees, and what factors offer a quality of service by the hospitality practitioners are the essentials in distinguishing the expectation and experience of the industry. The purpose of this paper is to measure the level of industry’s expectation and experience to hospitality practitioners in Davao City. Descriptive research was utilized in this study using a questionnaire of data gathering. The respondents in this study are the industry professionals. Also, the statistical tools used were the Frequency Count, Percentage, Mean and Pearson R in analyzing the data. A total of fifty respondents were surveyed from selected hospitality establishments located in Davao City. Majority of the respondents are from hotel establishments and the years of their establishments are mostly 16 years and above. Result shows that the level of industry’s expectation to hospitality practitioners is very high. On the other hand, the result also shows that the level of industry’s experience to hospitality practitioners is very high. Furthermore, there is a significant relationship between industry’s expectation and industry’s experience to hospitality practitioners. Off all five indicators from Servqual Model, only empathy got a description of agree. The researchers suggest that the hotel managers may encourage the staffs to be more caring for the customers and provide programs, seminars, and trainings to improve their skills. Also, the future researchers may pursue another research on the industry’s expectation and experience particularly to the factors that can improve service quality.
Challenges On Accommodation in Selected Inland Resorts In Calinan
This paper aimed to determine the manifests the challenges encountered by various resort owners’ particularly in Calinan, Davao City and strategies that management apply to overcome those challenges in the most effective manner. This study involves a random sample of six (6) inland resort owners who are asked in the form of the interview. Exploratory, a qualitative research design is approached and analyzed by means of thematic analysis. The results indicate that challenges encountered most by the respondents include the difficulty of handling customer complaints, accommodation, facilities, and location. The result also emphasizes that in order to mitigate the occurrence of those challenges, strategies implemented include entertaining the guests so that they would feel welcomed, providing good services, tent accommodation, and visible signage. Importantly, an effective measure they consider is to put a smile on their faces while serving the guests and remind them of the rules and regulations when entering the resort.
Copyright (c) 2024 La Ricerca (ISSN 2467-656X (Print) / ISSN 3028-0664 (Online)
Factors Affecting the Image of Davao City as Tourist Destination in Mindanao
The relationship between people and their city is eventuated by perception. City image takes place in people's minds with the image elements and factors of that city, and it differs according to people, which will be the focal point of the study. This quantitative study aims to determine why tourists prefer to go here in Davao City. Specifically, the reason the tourist why they choose Davao is a tourist spot in Mindanao. The statistical tools used were the (ANOVA) analysis of variance, t-test, percentage, frequency count, and mean. The study surveyed four hundred (400) individuals in the city airport and tourist spots in the city. Respondents were randomly divided into four conditions (age, sex, marital status, and kind of tourist (local/international tourist). The data result shows no significant difference in the level of perception developing the image of Davao City when analyzed according to their demographic profile. Tourists have a high level of perception of creating the image of Davao City as a tourist destination in Mindanao. This is due to the curiosity and interest in gaining educational insights on the lives of the people living in Davao City and learning about different cultures and traditions in Mindanao.
Performance Evaluation of Tourism Management Practicum Students for the First Semester, SY 2019-2020
The main purpose of the study is to determine the performance of tourism students on the job training for the school year 2019-2020. The study made use of the performance evaluations of 66 tourism students in their respective host training establishments (HTEs). A descriptive research that utilized secondary data and subjected to mean and ANOVA statistical analysis. The results of the study show that tourism practicum students have a very high performance according to the HTEs namely: communication, attendance and punctuality, productivity and resilience, initiative/proactivity, judgment/decision making, dependability/reliability, attitude, professionalism, and university core values. Further, there are differences in the performance evaluations of HTEs in terms of communication, attendance and punctuality, productivity and resilience, initiative / proactivity; judgment / decision making, dependability / reliability, attitude, professionalism, and university core values. As per training establishment this pushed to improve its structure, management, and strategies of the way they train students to improve their overall performance in order to meet the fast pace moving industry and connect the school establishment teachings with the industry's demands.
Tourists Satisfaction and Return Intention to Beaches in Island Garden City of Samal
The travel industry is globally the fastest-growing sector with direct and indirect repercussions for cultural, social, and political indicators. Beaches specifically are a key driver of IGACOS’ economy and its competition in the Philippines’ economy. This study aims to determine the level of tourists’ satisfaction and return intention to beaches in the Island Garden City of Samal. Here we established qualitative research anchored on Guyonnard and Vacher's (2016) Beach Filling Theory, and Ajzen's (1991) theory of expected actions. To determine, we used a descriptive correlation research design. Research results show that tourists’ satisfaction and return intention are significantly associated. The results revealed that the level of tourists’ satisfaction indicates the attractions, qualities, and accommodations they perceive; and tourist satisfaction had a positive influence on return intention. Our results also made recommendations for tourism authorities and residents and travel companies to enhance tourist satisfaction and return intention during their visits.
Wellness Motivation of Healthy Restaurant Customer
This study aims to determine the wellness motivation of healthy restaurant customers in Davao City in terms of healthy offerings/ healthy products, core restaurant attributes, perceived value, health concern, and emotional well-being. This study also tested if there are significant differences in the level of wellness motivation of healthy restaurant customers in Davao City when analyzed according to demographic profile. The researcher used the descriptive method and prepared a survey questionnaire as an instrument to gather pertinent data from respondents. Results revealed that the level of wellness motivation of healthy restaurant customers in Davao City was very high for a health concern, emotional health, and healthy offering/ healthy products. Moreover, an age variable leads to a significant difference in the wellness motivation of healthy restaurant customers. Based on these results, researchers recommend that the healthy restaurant in Davao City continue to offer healthy foods to customers because it's not hard for the restaurant to catch or impress customers to go to a healthy restaurant. After all, it's already in the desire of customers. They must improve their core restaurant attributes and perceived value to gain more profit. The healthy customers also should continue to dine in a healthy restaurant and eat or ordered healthy and to maintain their healthy lifestyles.
Restaurant Image and Service Quality in Selected Table Service Restaurant
The study was designed to determine restaurant image and the service quality in selected table service restaurants in Davao City. The study utilized descriptive correlation research design wherein questionnaires were distributed among 400 customers of table service restaurants in Davao City. Data were treated using Mean and Pearson r yielding a result as follows: The respondents very highly observed the image of table service restaurants having their own distinct identity while declaring at the same time that they are very satisfied with the service quality provided by the table service restaurants in Davao City. It is also concluded that the high level of restaurant image is significantly related to service quality rendered by the respective table service restaurants in Davao City. The implication of the study concerns about the importance of the total package of the table service restaurants not only its image, façade, interior design and food quality but the location where customers can enjoy the view of the surroundings giving them unforgettable experience.
Perceptions On Supervisors’ Servant Leadership Behaviors Among Employees in Hotels
This study's primary objective was to determine the perception of supervisors' servant leadership behaviors among employees in selected hotels in Davao City. The perception of supervisors' servant leadership behaviors was determined based on behaving ethically, conceptual skills, empowering, creating values for the community, helping subordinates grow and succeed, emotional healing, and putting associates first. A descriptive survey method was being used in conducting the study. An online survey is being used through google forms to disseminate survey questionnaires in selected hotels in Davao City. There were a total of 400 respondents who participated in the study. The respondents were composed of 200 male and 200 female. Of these, the majority are from 26-35 years old, and most of them are single. ANOVA was used to determine the significant difference in employees' perception towards their supervisors' servant leadership behavior when analyzed according to demographic profile: age, marital status, length of service, and work department of the employees. No significant difference was found in the perception of supervisors' servant leadership behaviors regarding the length of service, marital status, and work department. There is a robust evident relationship between supervisors' servant leadership behavior towards the respondents' age.
Gastro Tourism Motivation among Local Tourists In Davao Region
Learning the motivation of visiting tourists would enhance the knowledge of the tourism industry businesses and provide preparations and services that would make their stay worthwhile and memorable. Hence, the study was conducted to determine gastro tourism motivations among local tourists in the Davao Region. Five hundred tourists were surveyed online using Google form, particularly those from Davao Region and outside Davao Region. The data gathered were treated using statistical tools with the likes Frequency Count, Percentage, Mean, Analysis of Variance (ANOVA), and t-Test. The findings of the study were as follows: Gastro tourism motivations among local tourists in Davao Region were very high in level, implying food as one of the attractions of tourism in every destination; and significant difference in the gastro tourism motivations among local tourists in Davao Region is evident when analyzed by sex. No significant difference was evident in terms of place of origin, occupation, the main purpose of visit, and age. The implication of the study concerns the specific information the hospitality industry business sector could learn about the visiting tourists so that they could enhance their services, particularly food preparations that would not only offer a unique and delicious taste but would represent the culture of the place as well to give the visitors authentic experience and a memorable one.
Sports Tourism: Its Effect on Tourism Industry In Davao City
This study aimed to determine the effect of the sports tourism industry in developing tourism in Davao City. This study employed quantitative research utilizing descriptive survey method. The statistical tools used were mean, ANOVA and T-test. An online survey through Google forms were utilized to distribute the survey questionnaires to the randomly selected sports tourism business industry representatives. The study shows that there is a very high effect of the sport tourism industry in the development of tourism in Davao City, particularly in terms of social, environmental, and economic aspects. Further, using ANOVA and T-test, the results of the study shows that there is significant difference in the level of effectiveness of the sport tourism industry in the development of tourism in Davao City when analyzed according to their occupation and type of stakeholder, while there is none in terms of sex, age, marital status, and educational attainment. This implied that occupation and type of stakeholder are factors or determinants in creating differences in the perceptions on the effect of the sport tourism industry. Moreover, using average weighted mean. The very high level of effectiveness of the sports tourism industry in the development of tourism has practical implications on the continuous and sustainable sports activities to be held in Davao City. Effective sports tourism management would mean a good way to promote the city as a sports activity hub in the region and the whole country.
Level Of Tourist Trust Towards Selected Shopping Destinations
The main objective of this study was to determine the level of tourist trust towards selected shopping destinations in Davao City when analyzed according to the dimensions of shopping destination trust (SDT) and demographic profile. The dimensions used were benevolence, integrity, competence, ability, predictability, information content, reputation, transaction security, product, liking, and risk avoidance. The study made use of a google form questionnaire, distributed to a total of 300 shopping tourist, in which the responses were treated using statistical instruments as follows: frequency count, percentage, mean, analysis of variance (ANOVA), and T-test. Main findings showed that there was a high level of tourist trust observed toward the overall dimensions SDT and that that level of trust differed among different sex groups, while there were no differences in terms of respondents’ age and educational attainment. The overall high level of trust towards shopping destination is a result of a destination’s excellent capability and good reputation, which simply means that the level of tourists’ trust may be a measurement as to what destination marketing organization (DMO’s) can improve towards a shopping destination. This study also confirms that men and women differ when it comes to one’s purchase viewpoints. The current researchers believe that the types and the prices of shopping items have a significant role in determining tourist trust. The said categories were not included in the recent study. These categories may be able to determine more accurate results of the overall level of tourist trust.
dimensions of shopping destination trust
Consumers’ Pro-Environmental Behavioral Intentions towards Eco-Friendly Coffee Shops in Davao City
This study aims to assess the level of Consumers’ Pro-Environmental Behavioral Intentions towards eco-friendly coffee shops in Davao City. Researchers tend to seek the result of the level of the consumers’ pro-environmental intentions towards the eco-friendly coffee shops in Davao City in terms of demographic profile such as sex, age, educational attainment, marital status, and occupation; which was gauged through the indicators Environmental issue, Responsibility, Personal norm, Social environmental, Behavioral intentions; and Green image. By selecting 400 customers as respondents compelling them to answer a questionnaire, data were treated using Frequency Count & percentage, Independent T-test, Mean, Analysis of Variance (ANOVA). The result shows that Consumers’ Pro-Environmental Behavioral Intentions towards eco-friendly coffee shops in Davao City were high, with an overall mean of 4.50 (SD=0.501). Second, findings show no significant difference in the consumers’, behavioral intentions towards eco-friendly coffee shops when analyzed by age, sex, marital status, and educational attainment. However, there is a significant difference when analyzed by occupation. The result indicates the level of consumers’ pro-environmental behavioral intentions towards eco-friendly coffee shops in Davao City, based on the assessments of the consumers’ indicating environmentally aware to the coffee shop they visit. The Consumers’ Pro-Environmental Behavioral Intentions towards Eco-Friendly Coffee Shops in Davao City showed a great difference when analyzed by occupation, indicating environmental intentions level. This is opposite to when analyzed by age, sex, marital status, and educational attainment of customer evaluation because it is almost the same environmental intentions level.
Consumers’ Pro-Environmental Behavioral Intentions
Influence of Social Media On Millennials’ Buying Decision In Selected Restaurants In Davao City
The extent of how social media influences the buying decision of the millennial in terms of choosing restaurants was the focal point of the study. This study was conducted to measure the influence of social media on millennials’ buying decision in selected restaurants in Davao City. The study is a quantitative descriptive correlation, wherein questionnaires were administered to the respondents to gather the needed data. The statistical tools used in the treatment of the data include Frequency count, percentage, mean, and Pearson r. the result of the study manifested that the level of influences of social media in selected restaurants in Davao City is very high; the level of millennials’ buying decision in selected restaurants in Davao City is very high; and, there is relationship between social media influence and Millennials’ buying decision in selected restaurants in Davao City. The implication of the study concerns about the strategy restaurant must employed to be able to reach out various generations of customers, not only the millennials but other generations as well such as babyboomers and Generation Z.
The Destination Attributes and Tourist Visit Intentions in Nature-Based Tourist Destinations
This study had examined the link between destination attributes and tourist visit intent in Davao City's nature-based tourist destinations. Tourist choices for nature-based tourism in Davao City are assessed using indicators such as destination environment, novelty, and quality tourism experience. The likelihood of tourist visit intention was rated on a scale. The study employed a questionnaire in collecting data in a descriptive quantitative manner. Also, researchers utilized the mean, Pearson product-moment correlation, frequency, and percentage. This survey included 550 netizens. Most respondents are 30-39-year-old female professionals from Davao City, Davao Oriental, Dipolog, etc., called millennial tourists. The destination attributes that affect tourist choice to visit nature-based tourist destinations in Davao City were very high in the destination environment, novelty, and quality tourism experience. It implies that these attributes are essential factors tourists evaluate when visiting Davao City's nature-based attractions. Also, the tourist visit intention level was high, indicating that Davao City's local government unit is doing well in attracting potential tourists to its natural tourism spots. The results also show a significant relationship between destination attributes and tourist visit intention, implying that the higher the destination attributes, the higher the tourist visit intentions to Davao City's nature-based attraction.
Generation Z Tourists’ Attitude, Experience, And Visit Intention To Local Coffee Shops In Davao City
This study uses the Theory of Planned Behavior to predict human behavior, focusing on Generation Z tourists in Davao City. The research uses quantitative methods, including means, standard deviations, and Pearson's r, to examine the relationships between attitudes, experiences, and visitation intentions of these tourists. The study found that positive attitudes towards local coffee shops lead to positive experiences and higher intentions to revisit them. The findings indicate a strong positive correlation between tourists' attitudes and experiences, a 0.614 correlation between attitudes and visit intention, and a 0.693 correlation between experiences and visit intention. Positive first impressions in local coffee shops create unforgettable experiences, which in turn strengthen strong intentions to return. The strong correlation between attitude and visit intention emphasizes the importance of initial impressions. In conclusion, the study suggests that local coffee shops can play a significant role in attracting and retaining tourists by providing a positive attitude, experience, and visit intention. This research highlights the importance of positive first impressions in attracting and retaining tourists in the coffee industry.