Upload
truongdat
View
214
Download
0
Embed Size (px)
Citation preview
Report on the Siquijor Tourist Satisfaction Survey
January – February 2012
ACKNOWLEDGEMENT
The Siquijor Tourist Satisfaction Survey is a result of a joint effort ofthe Siquijor Chamber of Commerce and Industry (SCCI), Siquijor State College (SSC), University of San Carlos (USC) and the WECAN Visayas & Caraga Program. This study could not have been realized without the serious contribution of the private and public stakeholders in Siquijor. A special gratitude should be addressed to all public, semi public and private offices that were involved in the preparation of this Study(Department of Science and Technology, Provincial Tourism Office, Siquijor Hotel, Resort and Restaurant Association, Department of Trade and Industry), additionally to survey respondents, who shared their time, their efforts and serious interest to provide all necessary information and data in advance and on time for a smooth preparation of this study.
1
FOREWORD
Working for the Enhancement of the Chamber & Association Network in the Visayas and
Caraga (WE CAN – Visayas & Caraga) is a partnership between the Cebu Chamber of
Commerce & Industry (CCCI) and the German AFOS Foundation for Entrepreneurial
Development Cooperation. It aims to support trade and industry in selected areas in the Visayas
and Caraga region through the strengthening of business membership organizations (BMOs).
One of the distinct methods utilized by the Program is the Sector Unit Approach (SUA) which
provides a more efficient and structured way to serve BMO members. SUA aims to create an
organizational platform where entrepreneurs can start to open up, to better identify their
problems, to compare themselves with others (benchmarking), to define their own demand for
services, to develop self-confidence and to improve their enterprises. At the same time it is
necessary to involve Local Government Units (LGU) in the process as the harmonization of
common strategies is essential for the economic growth of a community. According to the target
area of WE CAN this is a crucial aspect to be taken into consideration.
Figure 1 illustrates the WE CAN working approach. After a BMO has identified its target sector
WE CAN provides, among other tools, the option of undertaking an industry study in order to
generate data and substantial information about the market and other aspects. The detailed
knowledge about the particular market demand is a precondition to tailor further strategic steps
within the working approach. The market drives the strategy and this is the entrepreneurial
philosophy of WE CAN. Thus, the Siquijor Tourism Survey was undertaken to give the
economic development planners of the Province quantitative basis for qualitative improvements.
Chart 1THE WE CAN WORKING APPROACH
2
SUMMARY OF KEY FINDINGS
The majority of tourists visiting Siquijor are middle aged adults (Average of 38 years).They
usuallydo not travel alone but with friends or as a couple. As of now the senior market does
not play a significant role.With 61% male visitors, the gender ratio is not fully balanced.
Siquijor shows a distinct pattern when it comes to the nationality of visitors. The Europeans,
and US-Australian-British tourists make up about 40% each, while domestic visitors and
other Asian origins make up small shares (4%).The measured duration of stay underlines
this tendency. While domestic and other Asian tourists stay for an average of 3-4 nights,
US-Australian-British and Europeans extend their stay to 7-9 nights on average.
Siquijor is characterized by stays of up to one week. While 50% of guests leave after 4
nights, a few long term visitors push the average to 7 nights.
Its white beaches are by far the number one single reason to visit Siquijor and as of now,
business travel does not play a significant role. Almost 20% of the respondents indicated
that the island is part of a roundtrip through the Philippines. Improvements in transport and
packaged tours can attract more island hopping, favoring Siquijor.
While “word of mouth” and internet sources are the most common responses when travelers
were asked how the idea emerged to choose Siquijor, printed travel guides and brochures
also play a considerable role.Tour operators are not significant players in Siquijor yet. 90%
of travelers each like to book their trip on their own and prefer to be independent during their
travel in comparison to choosing a packaged offer.When aiming for considerable increases
in arrivals to the province, intermediaries can be key players. For small enterprises it is
important to assess first if this is a distribution channel which is feasible and suitable for their
respective business model.
The top 5 items perceived as “very important” are “friendliness of the local people”,
“personal safety and security” “nature”, “environmental protection” and “quality of
accommodation”. Visitors to Siquijor indicate a high degree of environmental awareness,
with two green aspects rating high on the list of customer priorities.
The friendliness of Siquijodnons, the personal security and Siquijor’s natural assets are
perceived as the strength of the destination and consequently can be found among the
highest ranking items. Nightlife & entertainment as well as shopping possibilities on the
other hand are rated as unsatisfactory by some respondents.
Siquijor’s activities and attractions can be improved in their variety and infrastructure. The
famous white beaches rank by far the highest. Siquijor was not able to market other points
of interest to their full potential in comparison to some other provinces,which were able
todevelop attractions with high recognition value. The fireflies as the trademark of the “isla
3
de fuego” or the mystic and healing aspects are promising resources in this regard, but both
are not popularized to full extent.
The competitiveness of Siquijor’stouristic offer and quality of accommodation towards other
domestic destinations is perceived as similar or better. Compared to other countries both
aspects only rank as similar or worse. The safety and security on the island is rated as good
in domestic as well as international comparison.
General satisfaction is high, with three-quarters of respondents rating the overall quality of
the touristic offer as excellent or good. 94% will recommend Siquijor to friends and relatives.
When given space to suggest improvements, enhancement of facilities as well as
improvements in service quality were the two most frequent aspects articulated by tourists. It
is important to note that 56% of respondents gave no response to the open question.
Most tourists indicated a high degree of satisfaction about the accommodation they availed
of. Friendly service, security & safety, room size, language skills and daily room cleaning
turned out to be among the highest ranking items. Having said that, there is still room for
improvement with regard to the availability of credit card payment, business facilities, and
live entertainment.
Environmental protection at hotel level is a high priority among respondents(70%-80%).
While green issues also turned out as top ranking in the general ratings of Siquijor as a
tourism destination, the same is true for environment friendly practices at hotel level.
Recently more and more enterprises also recognize that investments in natural assets are
good business decisions rather than mere charity.
When disaggregating preferences along origins of tourists, the top concerns are rather
broadly shared across the different nationalities. Looking at our sample group, it seems that
cultural factors do not play that much of a role when it comes to customer preferences
during their vacation.
4
TABLE OF CONTENTS
ACKNOWLEDGEMENT………………………………………………………………. … 1
FOREWORD…………..………………………………………………………………. … 2
SUMMARY OF KEY FINDINGS……………………………………………………… .... 3
TABLE OF CONTENTS.………………………………………………………….…….. 5
LIST OF FIGURES.………………………………………………………………....…… 6
LIST OF TABLES.……………………………………………………………………...… 6
Introduction......................................................................7Methodology....................................................................7Profile of Respondents....................................................9Gender & Age...............................................................................................................9
Nationality.....................................................................................................................9
Frequency & Duration of Stay....................................................................................10
Type of Trip....................................................................11Purpose of Travel.......................................................................................................11
Travel Companion/s...................................................................................................11
Reason to Choose Siquijor.........................................................................................12
How Trips are Organized............................................................................................12
Type of Trip Booked...................................................................................................12
Rating of Siquijor as a Destination..............................13Quality Ratings - Destination......................................................................................13
Rating of Local Attractions .........................................................................................15
Siquijor in Comparison to other Destinations.............................................................16
Suggestions for Improvement of the Destination........................................................16
Rating of the Local Accommodation Sector...............17Quality Ratings - Accommodation..............................................................................17
Reasons to Choose Particular Accommodation.........................................................20
Environmental Protection...........................................................................................20
Preferences by Origin of Tourists.............................................25
5
LIST OF CHARTS
Chart 1. The We Can Working Approach……………………………………... 2
Chart 2. Visitors by Age Bracket………………………………………...……... 9
Chart 3 Visitors by Gender…………….......………………………………….. 9
Chart 4 Visitors by Nationality……………….…………………..…………….. 9
Chart 5 No. of Overnight Stays…………………...……………………….…. 10
Chart6 No. of Visits to Siquijor...................................……………...…………. 10
Chart 7 Purpose of Travel…………………...…………………………..……. 11
Chart 8 Travel Companions…………………................................…………. 11
Chart 9 Reasons to Choose Siquijor…………………..……………………….. 12
Chart 10 How trips are organized…………………...…...………………….…. 12
Chart 11 Type of Trip booked………………………………..……...…………. 12
Chart 12 Destination Rating – Relative Importance of Items..………...……. 13
Chart 13 Quality Rating of Touristic Offer & Touristic Infrastructure………. 14
Chart 14 Comparison to Other Destinations…………………..………………. 16
Chart 15 Accommodation Rating – Relative Importance of Items…………. 18
Chart 16 Quality Rating of Local Accommodation Sector……………….…. 19
Chart 17 Reasons to Choose Particular Accommodation……………….….. 20
Chart 18 Environmental Protection……………….………………………….. 20
Chart 19 Domestic Preferences - Destination........………….…………….. 25
Chart 20 Anglo-Saxon Preferences - Destination ......…………………….. 25
Chart 21 European Preferences - Destination ....………………………….. 26
Chart 22 Other Asian Preferences - Destination .......………………:…….. 26
Chart 23 Domestic Preferences - Accommodation ........………………….. 27
Chart 24 Anglo-Saxon Preferences - Accommodation......... …:………….. 28
Chart 25 European Preferences - Accommodation…….………………….. 29
Chart 26 Other Asian Preferences - Accommodation .........……………….. 30
LIST OF TABLES
Table 1 Origin Countries …………………...………………………………. 10
Table 2 Rating of local attractions……………………………...…………. 15
Table 3 Suggestions for improvements…………………..…...…………. 16
Table 4 Disaggregated preferences destination..……..…...…,,,………. 25
Table 5 Disaggregated preferences destination..……..…...…,,,………. 25
6
INTRODUCTIONThe Siquijor Chamber of Commerce & Industry (SCCI) has identified tourism as its focus
sectorunder the WE CAN Sector Unit Approach (SUA) in line with the economic development
priorities of the Provincial Government.
Knowing one’s market is the starting point for sound business decisionsas well as for the design
of conducive policies. Especially in the hospitality business, customer preferences are a core
concern. The SCCI has opined that more definitive data is required to form a solid basis for
decision making.It is in this context that this study was carried out to provide a more in-depth
understanding about the perceptions that tourists carry about the touristic offer on the island
and about their general priorities during their vacation. Similar efforts were made by business
membership organizations in Bohol, Negros Oriental, Ormoc City and other parts of the
archipelago.
Based on the responses of 400 survey participants, this paper provides a profile of respondents,
information about the common type of trip booked as well as comprehensive ratings of Siquijor
as a destination and of the local accommodation sector.
Armed with information generated in the course of this survey, the province, the local chamber,
the tourism stakeholders with the support of the “WE CAN Visayas and Caraga” project may
find the answers to the following questions:
What conclusions can be drawn by the private sector and the LGU in Siquijor as to the
viability of developing the local tourism industry?
What kind of support can WE CAN provide?
What should be the working strategy of the local BMO,e.g. SCCI?
METHODOLOGY
The research instrument was designed to capture information that would provide a profile of the
travellers in terms of demographics, their reasons for travelling and type of trips booked as well
as their perception of Siquijoras a destination and a rating of the local accommodation sector.
The survey instruments are attached as Appendix.
The Siquijor State College under the guidance of Dr. ExpeditaO.Duran and Dr. Cyd A.
Sarmiento, were engaged to conduct data collection in the field. The College of Commerce of
the University of San Carlos (USC), under the guidance of Dr. Rene N. Argenal (Chair, Math
7
Department - USC), were engaged to encode and summarize the raw data. AFOS consultant
Mathias Wolter did the facilitation of the research process and final analysis.
A total of 400Tourists were interviewed during their stay in Siquijor either in their respective
accommodation facilities or at main points of interest on the island as well as during their
departure at the piers in Larena, Siquijor and Siquijor, Siquijor. Tourists were defined as
persons visiting the island either for leisure or for business, availing of commercial
accommodation for at least one night. The survey period was 14 – 30 January 2012.
Interviewees were selected using the random sampling method.
PROFILE OF RESPONDENTS
8
This Chapter covers basic information like gender and age of visitors, duration of stay and
relative importance of different origin countries.
GENDER & AGE
The succeeding charts show information on the demographics of the respondents.
20 & be-low
21 - 30 31 - 40 41 - 50 51 - 60 above 60 No data0%5%
10%15%20%25%30%
5%
25% 24% 26%
12%7%
2%
Chart 2 . Visitors by Age Bracket
61%
37%
2%
Chart 3. Visitors by Gender
The average age of respondents is 38 years. The majority of visitors to Siquijor are middle aged
adults. Teens below 20 years of age as well as seniors (above 60) do not make up large shares
of the local tourism market, with 5% and 7% respectively. The gender ratio is not fully balanced,
with 61% male visitors.
NATIONALITY OF GUESTS
Siquijorshows adistinct pattern of visitors as compared to other domestic destinations. Among
our respondents, the province seems to be able to capture similar big shares (about 40%
each)in the European as well as the US-Australia-Great Britain markets. Thesefindings are not
in line with the perceptions of resort owners1, who estimated the number of US-Australia-Great
Britain guests to be significantly lower.The discrepancy might be due to seasonal factors. The
estimations of resort owners were based on a yearly average. The number of Filipino
touristsamounts to only 16%of visitors to the island. Domestic tourists still seem to be hesitant
to visit the mystic island.Compared to other destinations in the Philippines, the Asian markets
like Korea and China as well as other nationalities do not play a significant role in Siquijor
tourism.
The top 5 single origin countries,most visible in Siquijor, are Germany, USA, Philippines,
Canada and the UK. 1 Wolter,Mathias/May Liza T. Sevilla (2012): “Siquijor Tourism Survey 2012; PART I PERCEPTIONS OF THE LOCAL ACCOMMODATION SECTOR
9
Male
Female
No Data
Table 1:Origin Countries#1 GERMANY 69 17%
#2 AMERICAN 67 17%
#3 FILIPINO 62 16%
#4 CANADA 29 7%
#5 BRITISH 25 5%
It might be necessary to
account for the average
number of nights stayedto
complement the analysis of
total arrivals, when assessing
the relative importance of
different origin countries
DURATION OF VISIT
Among the questions asked to respondents were the duration of stay and frequency of visits to the island.
1 nig
ht
2 nig
hts
3 nig
hts
4 nig
hts
5 nig
hts
6 nig
hts
7 nig
hts
8 nig
hts
9 nig
hts
10 nig
hts
14 nig
hts
17 nig
hts
18 nig
hts
21 nig
hts
22 nig
hts
23 nig
hts
24 nig
hts
25 nig
hts
28 nig
hts
No dat
a
7.8%
15.0%
18.8%
10.8%
7.8%
3.5%
6.3%
1.0% 1.3%
3.3% 3.8%
0.3% 0.3% 0.3% 0.5% 0.3% 0.5% 0.3% 0.3%
13.3%
Chart 5: No. of overnight stays(Total: 400)
Siquijor is characterized by stays of up to one week. While 50% of guests leave after 4 nights, a
few long term visitors push the average to 7 nights.
Table 2. Average Duration of Stay by OriginOrigin Domestic Anglo Saxon European Others Asian TotalMean 2,9 9,4 7,2 4,3 4,6 7,0
10
#1 European 39%
#2 USA,AUS,GB37%
#3 Filipino16%
#4 Asian, non Filipino5%
Others4%
Chart 4 : Visitors by Nationality
While Domestic and other Asian tourists stay for an average of 3-4 nights, American-
Australian-British and Europeansextend their stay to 7-9 nights on average.
When assessing the relative importance of different origin countries, it might be necessary to
account for the average number of nights stayedto achieve a more accurate measure. The
tendency reflected in total arrivals is further strengthened by accounting for duration of stay.
Americans-Australians-British and Europeans stay longer than Filipinos and visitors from other
origins.Accommodation establishments in Siquijor can either specialize further in maintaining
and strengthening their established and largest markets, or put in efforts to target new markets.
11
TYPE OF TRIP BOOKED
A lot of insights on priorities in tourism development can be gained by characterizing the
common mode of travel to Siquijor. Visitors were asked about the purpose of their travel, their
companions as well as the way they were attracted to the island and how their trip was booked.
Its white beaches are by far the
number one single reason to visit
Siquijor. Almost 20% of
respondents indicated that the
island is part of a roundtrip
through the Philippines, involving
more than one main destination.
These findings point to the
potential of strengthening
Siquijor’s share in the national
cake. Improvements in transport
and packaged tours can attract
more island hopping, favoring
Siquijor. As of now, business
travel does not play a significant role.
To further specify the character of
trips to Siquijor, respondents were
asked about their travel
companions. Only about 16% of
visitors travel alone. The majority
travel either in a group of friends or
as a couple. The low significance of
business travel indicated earlier is
also reflected by the fact that only a
small share of visitors travel with
business partners.
12
Business partner
others
Family relatives
No one
Partner
Friends
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
1.3%
1.5%
15.8%
16.5%
30.3%
40.0%
Chart 8: Travel Companions(Total: 400 /Responses are not exclusive)
Others
Business
Wildlife flora/fauna
Cultural holiday
Adventure-sport
Ecotourism
Visiting relatives/friends
Diving holiday
Roundtrip
Beach holiday
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
8.8%
2.8%
7.5%
10.3%
11.5%
13.0%
15.8%
16.0%
18.5%
61.3%
Chart 7: Purpose of Travel(Total: 400/Responses are not exclusive)
With respect to marketing and
effective distribution channels it
seems helpful to explore about
how guests were attracted to the
island and how they booked their
travel. While “word of mouth” and
internet sources are the most
common responses when travelers
were asked how the idea emerged to
choose Siquijor, printed travel
guides and brochures also play a
considerable role.
Tour operators are not significant
players in Siquijor yet.By
international as well as domestic
comparison, travel to Siquijor is
characterized by a high share of
self-organized trips. 90% of
travelers like to book their trips on
their own and prefer to be
independent during their travel as
against choosing a packaged offer.
When aiming for considerable
increases in arrivals to the
province, intermediaries like travel
agencies or booking platforms can be
key players. For small enterprises it
is important to assess first if this is a
distribution channel which is
feasible and suitable for their
respective business models.
13
Travel Agency / Tour operator OFFLINE
Travel agency/ Tour operator ONLINE name of the organization
Travel/accommodation self-organized
0.0%10.0%
20.0%30.0%
40.0%50.0%
60.0%70.0%
80.0%90.0%
100.0%
0.5%
4.8%
90.5%
Chart 10: How Trips are Organized.(Total: 400)
No data
Other
Last minute offer
Business trip
Only flight tickets
Packaged tour
Self-organized
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1
3.8%
0.0%
0.5%
0.5%
2.0%
5.3%
88.0%
Chart 11: Type of Trip booked(Total: 400)
TV
Radio
Travel agency
Tour operator
News magazines
others
Travel guides
Travel brochures
Family friends
Internet
0 20 40 60 80 100 120 140 160 180
2
3
10
11
17
45
61
66
125
153
Chart 9: Reason to Choose Siquijor(Total: 400)
RATING OF SIQUIJOR AS DESTINATION
In an effort to capture a comprehensive customer feedback, respondents were asked to rate the
touristic offer of the island in a variety of criteria, to indicate their favorite attractions in Siquijor
and to compare the island to other destinations in the Philippines.
To assess customer preferences in more detail, respondents were asked to indicate the relative
importance of certain items to their touristic experience. (Chart 12)This can be of great help to
allign investment priorities to customer demands. A rating of the current state of the touristic
offer and touristic infrastructure is covered in chart 13.
Shopping possibilities
Nightlife & entertainment
Price of the guided tours are affordable
adventure
Quality of the service in restaurant
Overall value of money
Accessibility of attractions and accommodations
Accessibility of the Island
Environmental Protection Observed
Personal safety & security
0% 10% 20% 30% 40% 50% 60%
Chart 12: Destination rating ICustomer preferences - Relative importance of different
items (Total: 400)
Very Impor-tantImportantNeutralUnimportantCompletely unimportant
The top 5 items perceived as most “very important by the respondents are “friendliness of the
local people”, “personal safety and security”“nature”, “environmental protection” and“quality of
accommodation”. Visitors to Siquijor indicate a high degree of environmental awareness, with
two green aspects rating among the top 5on the list. It is Important to note, that based on the
responses, no item can be sorted out as being perceived as unimportant by a majority of
14
guests. Even the last three itemsare still perceived as important by about 40% of respondents.
(Chart 12 ,page 14)
Shopping possibilitiesNightlife & entertainment
Quality of business-facilitiesQuality of the service in restaurant
Sport activitiesLocal cuisine
Local transport serviceadventure
Price of the guided tours are affordablePrices of food and drinks are affordable
Nature parksOverall value of money
Accessibility of attractions and accommodationsAccessibility of the island
Cultural & historical diversityEnvironmental protection observed
Quality of accommodationNature
Personal safety & securityFriendliness of the local people
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Chart 13: Destination rating IIQuality rating of touristic offer & touristic
infrastructure(Total: 400)
ExcellentGoodNeutralPoorVery Poor
When asked to rate the quality of the touristic offer and touristic infrastructure, most tourists
showed a high degree of satisfaction across the board. Positive responses outweigh the
negative. The friendliness of Siquijodnons, personal security and Siquijor’s natural assets are
perceived as the strength of the destination and consequently can be found among the highest
ranking items. Nightlife & entertainment as well as shopping possibilities on the other hand are
rated as unsatisfactory by some respondents.(Chart 13 ,page 15)
15
RATING OF LOCAL ATTRACTIONS
Siquijor’s activities and attractions can be improved in their variety and infrastructure. The
famous white beaches rank the highest. Siquijor has not been able to market other points of
interest to their full potential in comparison to some other provinces, which were able to develop
attractions with high recognition value. The fireflies as the trademark of the “isla de fuego” or the
mystic and healing aspects are promising resources in this regard, but both are not popularized
to full extent.
Table 2: Rating of local attractionsAttraction No. of Responses
#1 BEACH HOLIDAY 101
#2 SALAGDOONG 76
#3 CAMBUGAHAY 40
#4 CHURCHES 20
#5 FALLS 19
#6 EVERYTHING 13
#7 MT. BANDILAAN 10
#8 CAVES 10
#9 SAN JUAN BEACH 7
#10 MOUNTAINS 6
#11 CANTABON CAVE 5
#12 TRIAD 5
#13 CAPILAY SPRING PARK 5
#14 LAZI CONVENT 4
#15 PEOPLE 4
#16 TULAPAS SANCTUARY 4
#17 OLDEST BALITE TREE 3
#18 BUTTERFLY FARM 3
#19 NATURE VIEW 3
16
SIQUIJOR COMPARED TO OTHER DESTINATIONS
When asked to compare Siquijor to other tourism destinations in the countryalong different
criteria, a majority of respondents rated the island as similar toor better than other places.
N.A.40
10% Less39
10%
Similar23258%
Better89
22%
Touristic offer(Total: 400)
N.A.348%
Less236%
Similar17644%
Better16742%
Security(Total: 400)
N.A.369%
Less52
13%
Similar20251%
Better11028%
Quality of accommodation(Total: 400)
The general touristic offer and quality of accommodation were rated in a similar fashion, with a
majority rating those aspects as similar to the rest of the Philippines.Safety and security is rated
better in Siquijor than elsewhere by 42%.
No Data39
10% Less10326%
Similar18647%
Better72
18%
Touristic offer(Total: 400)
No Data369%
Less52
13%
Similar16642%
Better14637%
Security(Total: 400)
No Data40
10%
Less89
22%
Similar19148%
Better80
20%
Quality of Accommodation(Total: 400)
Compared at an international level, the same trends prevail for the security aspect, while the shares of respondents rating the quality of the touristic offer and quality of accommodation as less exceeds the number of respondents rating those aspects as better than in other countries.
17
Chart 14: Comparison to other domestic destinations
Chart 14: Comparison to other international destinations
SUGGESTIONS FOR IMPROVEMENTS OF THE DESTINATION
When given space to suggest improvements, enhancement of facilities as well as improvements
in service quality were the two most frequent aspects articulated by tourists. It is important to
note, that 56% of respondents gave no response to the open question.
Table 3: Suggestions for improvements Frequency Percent
ImproveFacilities 46 11,5%Improve Services 23 5,8%
Cleanliness 14 3,5%KeepDeveloping 12 3,0%
EnvironmentalProtection 11 2,8%Transportation And Road Improvement 11 2,8%
Improve Signage And Tourist Information 10 2,5%WifiNetwork 8 2,0%
TooMuch Fee 5 1,3%More Resorts/Hotels& Restaurants 5 1,0%
More Night Life 4 1,0%Beach Improvement 4 1,0%
Lack Of Facilities 4 1,0%Technology 3 0,8%
BiggerSpace In Airport 3 0,8%24/7 Restaurant Service 3 0,8%
Cheaper Basic Accommodation And Food 2 0,5%MoreSeafoods 2 0,5%DivingFacilities 2 0,5%
No Comment / Satisfied 228 56,8%Total 400 100,0%
GENERAL SATISFACTION
General satisfaction is high, with three-quarters of respondents rating the overall quality of the
touristic offer as excellent or good. 94% will recommend Siquijor to friends and relatives.
No Response9
2%
Very Poor3
1%Poor133%
Neutral80
20%
Good19148%
Excellent10226%
I Dont Know2
1%
Chart General Quality of Touristic Offer(Total: 400)
No Response Yes No0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
No Response1.8%
Yes94.8%
No3.5%
Chart Will Recommend Siquijor to Friends/Relatives(Total: 400)
18
RATING OF LOCAL ACCOMMODATION SECTOR
This chapter contains a comprehensive rating of the accommodation facilities thatrespondent
availed of during their stay. In addition they were asked to indicate which factoreventually made
them choose their particular resort as well as to comment on environmental issues.
QUALITY RATINGS - ACCOMMODATION
To assess customer preferences in more detail, respondents were asked to indicate the relative
importance of certain items for their touristic experience. (Chart 15 ,page 20) This can be of
great help to allign investment priorities to customer demands. A rating of the current state of
the local accommodation sector is covered in chart 16,page 20.
Customer preferences - Relative importance of different items
The top 5 items perceived as “very important” are friendly service, security & safety, cleanliness
& comfort of the room, CR facilities and safety deposit box. Business facilities and a conference
room, on the other hand, are the lastitems, demanded by respondents in this sample. It is
important to note that based on responses, no item can be sorted out as beeing perceived as
unimportant by a majority of guests. Even the last items are still perceived as important by
about 35% of respondents. Even if business related facilities are rated as totally unimportant by
some of the typical leisure tourists, the share of respondents who might return for business -
given proper MICE facilities are available - is not to be neglected.(Chart 15 ,page 20)
Quality rating of local accommodation sector
When asked to rate the quality of the accommodation they availed of during their trip, most
tourists showed a high degree of satisfaction across the board. Positive responses outweigh
negative ratings as indicated by the predominance of green towards red in the color coding of
the following chart.Friendly service, security & safety, room size, language skills and daily room
cleaning turned out to be among the highest ranking items.
There is still a lot of room for improvement as reflected in the responses. Low acceptance of
credit card payment, lack of business facilities and live entertainment are among the items that
are rated as most unsatisfactory. (Chart 15 ,page 22)
19
Conference roomBusiness facilitiesothersLive entertainmentMini-barSouvenir shopSwimming poolHome country (e.g. USA)Hotel web pageAirt-conditioningExtended breakfastbarChoice between “a la carte” or buf -
fetGuided toursinternationalInternet in the room/ WI-FIReception service at nightValet parkingAccessibility for disabled personsCredit card paymentrestaurantHot and cold waterRoom servicesizenationalReasonableness of price (food)Ambience/designChild friendlyReasonableness of the priceGeneral(personal perceived level)Luggage service/secure leftQuick service deliveryTourist information (brochure)Responsiveness/service orientationFood informationWindow/ viewDaily room cleaninglocationLanguage skillssafeComfort room facilitiesCleanliness/ comfortfriendlySecurity and safety
0% 10% 20% 30% 40% 50% 60%17%18%18% 21%21%24%21%22%22% 29%26%25%28%27%23% 27%24% 28%24%26%26% 29%31%25%27%29%28% 34%35%30% 36%34%32%33% 40%34% 40%33% 40% 46%40% 48%51%50%
Chart 15: HOTEL LEVEL RATING How important is this aspect for the quality of your
vacation?(Total: 400)
No data Very Important Important Neutral Unimportant Completely Unimportant
20
Credit card paymentConference roomBusiness facilitiesLive entertainmentSouvenir shopHotel web pageInternet in the room/ WI-FIothersReception service at nightMini-barHome country (e.g. USA)Swimming poolExtended breakfastfood - internationalbarReasonableness of price (food)restaurantAccessibility for disabled
personsGuided tours
Choice between “a la carte” or buffet
food - nationalFood - GeneralQuick service deliveryHot and cold waterAmbience/ designAir-conditioningReasonableness of the priceValet parkingRoom serviceComfort room facilitiesLuggage service/secure leftTourist information (brochure)Food informationChild friendlylocationResponsiveness / service orien-
tationCleanliness/ comfortWindow/ viewSafety deposit box Daily room cleaningSecurity and safetyLanguage skillsRoom sizeFriendly Service
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Chart 16: Hotel Level rating II Quality rating of local accommodation sector
(Total: 400)
No DataExcellentGood
21
REASON TO CHOOSE PARTICULAR ACCOMMODATIONWhen asked what factor eventually led them to choose their respective resortor hotel, the
respondents indicated“available facilities” as more relevant than the “location”. This is probably
explained by the moderate size of the island and the fact that white beaches are accessible all
around the place. As seen in the preceding destination survey, travel agencies also do not play
a significant role for hotel bookings. The percentages of visitors attracted by word of mouth,
internet information andprinted travel guides are quite balanced.
Leisu
re fac
ilities
(enter
tainmen
t , sp
orts ...
Frien
ds & fa
mily re
commendati
on
Internet
informati
on
Trave
l guides/
broch
ures
Local
near p
oint of th
e inter
est (b
each, ci
t...
others
Rating w
eb pag
es
Business
facili
ty
Trave
l age
ncy rec
ommendati
on
Tour o
perator r
ecommen
dation
Chosen fr
om the e
mployer
Business
partner
recommen
dation
TV/RADIO
20% 19% 18% 17%
7%5%
2% 2% 2% 1% 1% 1% 0%
Chart 17: Reasons to Choose Particular Accommodation(Total: 400 / Responses are not exclusive)
It seems to be advisable for accommodation enterprises to invest on their website and their
facilities. Aside from that, no magic bullet can be identified to attract bookings. The potential of
travel agencies, in this case, is quite negligible.
ENVIRONMENTAL PROTECTION AT HOTEL LEVEL
Environmental protection at hotel level is a high priority among respondents.
Environmental protection observed
Untouched character of ho-tel surroundings
Cleanliness of hotel surroundings
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
16%
17%
16%
29%
33%
36%
42%
39%
38%
Chart 18: Environmental protection(Total: 400)
No data
Very Important
Important
Neutral
Unimportant
Completely Unimportant
22
While green issues also turned out as top ranking in the general ratings of Siquijor as a tourism
destination, the same is true for environment friendly practices at hotel level. A vast majority of
70%-80% indicated that visible measures on environmental protection and the untouched
character of hotel surroundings are an important factor for their touristic experience..
The importance of the natural assets of the island for the local tourism industry is widely
recognized. Recently more and more enterprises also recognize that investments in those
natural assets are good business decisions rather than mere charity. While above findings
indicate a high awareness and demand for green business practices among customers one
doesn’t have to start from scratch or invent the wheel over again. Good practices from other
provinces are well documented.2
Aside from the earning potentials of going green, the threats of pursuing business as usual are
evident. For example, the lack of proper wastewater treatment (The discharge of septic tanks is
usually not treated any further in resorts on the island.) can lead to considerable pollution of
beaches and groundwater as experienced in destinations like Boracay. With a growing tourism
industry, proper solid waste disposal and other long term issues will increasingly gain
importance
2 Finkel, Thomas (2011) „Greening the tourism value chain in Bohol”, Study commissioned by GIZ (Survey overseen and study co-authored by Mathias Wolter)
23
PREFERENCES BY ORIGIN OF TOURISTS
This chapter compares preferences of domestic tourists, US-Australian-British tourists and
European tourists, as well as other Asian (non-Fiipino) tourists.
Disaggregated preferences – Destination
Table 4 Disaggregated preferences – Destination
Domestic Anglo-Saxon European Other Asian
1
Personal Safety & Security
Friendliness of Local People
Friendliness of Local People
Quality of Accommodation
2
Friendliness of Local
PeoplePersonal Safety
& Security NaturePersonal Safety
& Security
3 Nature NaturePersonal Safety
& Security Friendliness of Local People
4
Environmental
Protection Observed
Environmental Protection Observed
Quality of Accommodation Nature
5
Quality of Accommod
ation
Accessibility of Attractions &
Accommodation
Environmental Protection Observed
Prices of Food and Drinks are
FavorableWhen it comes to criteria concerning the whole destination, we cannot find strong variation in
preferences when we disaggregate the responses by origin of tourists.
Criteria like safety and a desire for friendly hosts seem to be that much of basic concerns, that
they are widely shared without regard of cultural background. Strong preferences for
environmental protection and the natural attraction of Siquijor are equally important to visitors
from all origins as well. (Charts 19-22, page 26-27)
Disaggregated preferences – Accommodation
A similar tendency can be found
when looking at the preferences
at hotel/resort level. The top
concerns are rather broadly
shared across the different
nationalities. (Table 5.) For a
detailed breakdown of the hotel
level importance ratings see
Charts 23-26 (Pages 27-30)
24
Table 5 Disaggregated preferences – Accommodation
Domestic Anglo-Saxon European Other Asian
1Daily room cleaning
Friendly Service Security and safety
Friendly Service
2Size of Room
Security and safety
Friendly Service
Language skills
3Window/
viewLanguage skills location Ambience/
design
4
Cleanliness/ comfort
Comfort room facilities
Cleanliness/ comfort
Room service
5Mini-bar Cleanliness/
comfortDaily room cleaning
Child friendly
Looking at our sample group, it seems that cultural factors do not play that much of a role, when
it comes to customer preferences during their vacation.
25
Nightlife & Entertainment Shopping Possibilities
Quality of business facilitiesSport Activities
AdventureLocal Cuisine
Cultural & Historical DiversityQuality of Service in Restaurants
Prices of the Guided Tours are FavorableNature Parks
Accessibility of the IslandLocal Transport Service
Overall Value for Money
Accessibility of Attractions & Ac-commodation
Prices of Food and Drinks are FavorableQuality of Accommodation
Environmental Protection ObservedNature
Friendliness of Local PeoplePersonal Safety & Security
0% 10% 20% 30% 40% 50% 60% 70% 80%
31%32%
32%37%
50%39%
52%45%47%47%
52%48%
55%58%
56%60%
69%69%
65%71%
Chart 19: Domestic Preferences - DESTINATIONCustomer preferences - Relative importance of different
items(Total: 62)
I Dont KnowVery ImportantImportantNeutralUnimportantCompletely Unimportant
Shopping PossibilitiesQuality of business facilitiesNightlife & Entertainment
Sport ActivitiesLocal Cuisine
Adventure
Prices of the Guided Tours are Favorable
Quality of Service in RestaurantsCultural & Historical Diversity
Overall Value for Money Nature Parks
Prices of Food and Drinks are Fa-vorable
Accessibility of the IslandLocal Transport Service
Quality of Accommodation
Accessibility of Attractions & Accommodation
Environmental Protection ObservedNature
Personal Safety & Security Friendliness of Local People
0% 10% 20% 30% 40% 50% 60% 70%
18%18%
16%22%
31%34%
24%29%
26%34%
28%36%
39%39%40%
38%41%
46%56%
59%
Chart 20: US-Australian-British Preferences - DESTINATIONCustomer preferences - Relative importance of different
items(Total: 141)
I Dont Know
Very Important
Important
Neutral
Unimportant
Completely Unimportant
26
Shopping PossibilitiesQuality of business facilitiesNightlife & Entertainment
Sport ActivitiesPrices of the Guided Tours are Favorable
Nature Parks Cultural & Historical Diversity
AdventureOverall Value for Money
Local CuisineQuality of Service in Restaurants
Prices of Food and Drinks are Favorable
Accessibility of Attractions & Accommo-dation
Local Transport ServiceAccessibility of the Island
Environmental Protection ObservedQuality of AccommodationPersonal Safety & Security
NatureFriendliness of Local People
0% 10% 20% 30% 40% 50% 60%
5%10%
12%12%
19%24%
19%23%
29%27%
26%24%
27%33%
35%45%
34%49%
54%50%
Chart 21: European Preferences - DESTINATIONCustomer preferences - Relative importance of different
items(Total: 150)
I Dont Know
Very Important
Important
Neutral
Unimportant
Completely Unimportant
Shopping PossibilitiesQuality of business facilities
Prices of the Guided Tours are FavorableNightlife & Entertainment
Accessibility of Attractions & Ac-commodation
Quality of Service in RestaurantsNature Parks
AdventureSport Activities
Cultural & Historical DiversityLocal Cuisine
Overall Value for Money Local Transport Service
Accessibility of the IslandEnvironmental Protection Observed
Prices of Food and Drinks are FavorableNature
Friendliness of Local PeoplePersonal Safety & Security Quality of Accommodation
0% 10% 20% 30% 40% 50% 60%
17%6%
22%6%
22%17%17%17%
11%33%
22%22%
11%33%
28%17%
33%39%
33%39%
Chart 22: Asian Preferences - DESTINATIONCustomer preferences - Relative importance of different
items(Total: 18)
I Dont Know
Very Important
Important
Neutral
Unimportant
Completely Unimportant
27
Live entertainmentConference Room
Hotel web pagenational
Business facilitiesrestaurant
locationReasonableness of the price
internationalAirt-conditioning
Reception service at nightAmbience/ design
Souvenir shopSwimming pool
Comfort room facilitiesHot and cold water
Tourist information (brochure)Responsiveness /service orien-
tationHome country (e.g. USA)
Credit card paymentGeneral(personal perceived level)
safety deposit boxInternet in the room/ WI-FI
Reasonableness of price (food)others
barExtended breakfast
Valet parkingLuggage service/secure left
Food informationAccessibility for disabled persons
Child friendlyfriendly
Language skillsSecurity and safety
Quick service deliveryRoom service
Choice between “a la carte” or buffet
Guided toursMini-bar
Cleanliness/ comfortWindow/ viewSize of Room
Daily room cleaning
0% 10% 20% 30% 40% 50% 60% 70%18%26%29% 29%29% 34%27%26% 32%32%29%29%32%35%35%37% 44%40%40%39% 44%35% 40% 47%48%42% 48%44% 48%48%50%52%48%45% 52%50%45% 52%50% 58%58%60%56% 66%
Chart 23: Domestic Preferences - ACCOMMODATIONHow important is this aspect for the quality of your
vacation?(Total: 62)
I Don't KnowVery ImportantImportantNeutralUnimportant
28
Business facilitiesConference RoomothersMini-barSouvenir shopLive entertainmentAirt-conditioningExtended breakfastHome country (e.g. USA)Swimming poolHotel web pagerestaurantInternet in the room/ WI-FIGuided toursbarCredit card paymentChoice between “a la carte” or
buffetHot and cold waterValet parkinginternationalReception service at nightRoom serviceSize of RoomnationalAmbience/ designAccessibility for disabled personsGeneral(personal perceived level)Window/ viewLuggage service/secure leftReasonableness of price (food)Reasonableness of the priceQuick service deliveryDaily room cleaningTourist information (brochure)
Responsiveness /service orien-tation
locationChild friendlyFood informationsafety deposit boxCleanliness/ comfortComfort room facilitiesLanguage skillsSecurity and safetyfriendly
0% 10% 20% 30% 40% 50% 60% 70%17%16%16% 20%22%22% 29%25%21%23%22%20%24%26%28%24%29%26%26%26%28%28%25%23% 30%30%33%30% 38%32% 40%35%40%31% 37%28% 43%43%43% 52%43%43% 50% 59%
Chart 24: US-Australian-British Preferences - ACCOMMODATION
How important is this aspect for the quality of your vacation?
(Total: 141)
I Don't KnowVery ImportantImportantNeutralUnimportant
29
othersHome country (e.g. USA)Accessibility for disabled personsbarSize of RoomReception service at nightExtended breakfastChoice between “a la carte” or buffetReasonableness of price (food)Swimming poolConference RoomRoom serviceLive entertainmentinternationalGuided toursHotel web pageInternet in the room/ WI-FIBusiness facilitiesMini-barGeneral(personal perceived level)Hot and cold waternationalChild friendlyReasonableness of the priceAmbience/ designValet parkingTourist information (brochure)Credit card paymentrestaurantResponsiveness /service orientationQuick service deliverySouvenir shopLuggage service/secure leftAirt-conditioningFood informationWindow/ viewComfort room facilitiesLanguage skillssafety deposit boxDaily room cleaningCleanliness/ comfortlocationfriendlySecurity and safety
0% 10% 20% 30% 40% 50% 60%16%21%17% 23%22%17% 23%23%24%18%17% 27%16%19% 24%19% 27%18%19% 23% 29%27%20% 27%21% 28%27%26%27%27%29%27% 35%25% 39%35%33%36% 43%34% 41%34% 45%48%
Chart 25: European Preferences - ACCOMMODATIONHow important is this aspect for the quality of your
vacation?(Total: 150)
I Don't KnowVery ImportantImportantNeutralUnimportant
30
Mini-barHotel web pageSwimming poolConference RoomGuided toursChoice between “a la carte” or buffetLive entertainmentBusiness facilitiesothersAirt-conditioningrestaurantbarHome country (e.g. USA)Credit card paymentHot and cold waterExtended breakfastReception service at nightReasonableness of the priceValet parkingSize of RoomInternet in the room/ WI-FISouvenir shopReasonableness of price (food)internationalTourist information (brochure)Accessibility for disabled personsFood informationCleanliness/ comfortLuggage service/secure leftQuick service deliveryDaily room cleaningnationalWindow/ viewResponsiveness /service orientationlocationGeneral(personal perceived level)Comfort room facilitiessafety deposit boxSecurity and safetyChild friendlyRoom serviceAmbience/ designLanguage skillsfriendly
0% 10% 20% 30% 40% 50% 60% 70% 80%11%
11%17% 17%17%17%17%17%6% 22%6% 11%6% 11%6%6%
11%
6%11%
6%
11%17%17%
17%11% 22%17%17%17%17% 28%17%17%22% 33%17%17%17%17%17% 28%11%17%22%17%17%22%22%28%33%22%22% 39%28%22% 33%22% 33% 44%22%28%22% 33% 72%Chart 26: Asian Preferences - ACCOMMODATION
How important is this aspect for the quality of your vacation?(Total: 18)
I Don't KnowVery ImportantImportantNeutralUnimportantCompletely Unimportant
31
Funded by Thru
32