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EXACT COLLEGES OF ASIA

Suclayin, Arayat, Pampanga

FACTORS AFFECTING TOURISTS’ DECISION TO VISIT GINTUNG PAKPAK

ECOPARK

A Research Presented to the

Faculty of Exact Colleges of Asia

In Partial Fulfillment of the Requirements for the Degree

of Bachelor of Science in Tourism Management

By:
Basa, Aileen V.
Cabuenas, Joy Anne Sappphira T.
Pangilinan, Giliza E.
Rivera, Mary Joy P.
Salac Jr, Severino A.
Quiambao, Jane Barbara C.

College of BS in Tourism Management

EXACT COLLEGES OF ASIA
Jan-Ivan D. Martin, MBA HM
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CHAPTER 1

BACKGROUND OF THE STUDY

INTRODUCTION

“Sometimes you make the right decision; sometimes you make the decision right.”

– Phil McGraw

The tourism industry is one of the most important service industries that contributes to

the Gross Domestic Product (GDP) of a country. The World Tourism Organization (2021)

noted the increasing significance of the health and wellness tourism sectors as well as the

crucial role that the tourism sector plays in economic development, particularly in developing

nations. Nature-based tourism also acts as tools for conservation, education, and economic

development (World Bank 2020).

In comparison to the past, the tourist industry is playing larger roles and has grown

more significant for many countries (Bialik & Matsa, 2017). Tourism will be a source of

sustainable revenue as other sources of gross domestic product (GDP) begin to diminish.

Many governments, tourism organizations, and stakeholders are promoting their destinations

to attract tourists as a result of the tourism industry's generally upward trend. As competition

increases, governments and institutions must discover more effective and efficient ways to

promote their destinations. In addition to the destination's "content" and infrastructure,

advertising and promotion are crucial in attracting tourists. This is important because there are

several holiday destinations available to travelers nowadays across a wide variety of countries

(Thai & Yuksel, 2017).

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According to Aldueza, Bridget Melody M. et al. (2021). One of the things that contributes

enjoyable recollections to a person's overall health is traveling. These activities encourage

happiness to take shape in people's everyday lives. However, there are a number of variables

for this to develop, one of which is "motivation", a factor that drives someone to achieve their

needs, wants, and preferences. Motivation is an essential component in the context of tourism

since it affects travelers' decisions on where they want to go. Vacations are the perfect

moment and opportunity for a citizen to take a break from their usual routines and

responsibilities. However, certain individuals faced difficulties and complications with regard

to their motivation to travel. Due to the tourism industry's ongoing development and evolution,

which has an impact on social and economic activity. As a result of not being able to find a

destination that satisfied their needs and wants, people lost interest in traveling. Additionally,

the motivations and behaviors of tourists have been examined in many studies. A number of

variables, including attractions, accessibility, hospitality, and the availability of lodging and

activities, have an impact on the decisions that tourists make. Travel motivation is important

for the tourism industry, specifically civilians and travelers, since they are the ones who

produce the flow of earnings, and this is a significant concern in the industry that receives

requests for a complete theoretical model of the decision-making procedure of travelers. As a

result of this truth, tourism professionals are urged to make tourist destinations attractive so

that people will visit them more frequently. Therefore, the general level of satisfaction with the

destination will be directly impacted.

Traveling and staying for no longer than a year in other places is considered tourism

(Roman et al., 2022). Therefore, it is acknowledged that a destination is not just a tourism

product that delivers a visitor an experience; rather, it is a product that the visitor subjectively
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interprets (Zheng et al., 2022). When we use the word subjectively, we mean that visitors to a

particular location have a variety of reasons for doing so. The ability of the marketer to predict

consumer behavior makes accurate identification of the factors influencing tourists' decisions

quite important (Ali et al., 2020). Therefore, it would be simple for a destination marketer to

know what development has to be implemented if they were able to comprehend and identify

what aspects may influence a tourist's decision to visit a destination (Said et al., 2022).

According to research, tourists are more concerned with the push factors, pull factors, and

overall expectations of the place, indicating that their tastes may differ or be comparable

(Alonso et al., 2023).

The foundation of a successful tourism destination is an understanding of travelers'

experiences and goals. It is vital in two ways: first, to modify a destination's marketing

techniques, products, and services to suit the expectations and needs of the travel market;

and second, to guarantee the sustainability of the social and physical settings of the location.

As a result, it is now understood that tourism businesses are interested in evaluating and

understanding what motivates tourists, how they make decisions, how much they enjoy and

learn while on vacation, how they interact with the local community and the environment, and

how they feel about their vacations.

Tourism has emerged as a prominent global industry, with travelers seeking

diverse destinations and experiences. Among the myriad of choices available to tourists,

Gintung Pakpak Ecopark, a hidden gem nestled in the heart of Baliti, Arayat, and Pampanga,

has started to gain attention. This enchanting locale boasts natural beauty, cultural richness,

and a unique blend of traditions that beckon travelers from around the world. Understanding

the factors that influence tourists' decisions to visit Gintung Pakpak Ecopark is not only of
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academic interest but also holds significant implications for the sustainable development and

promotion of this destination. As the tourism industry continues to evolve, the decision-making

process of travelers has become increasingly complex and multifaceted. Various factors, both

intrinsic and extrinsic, play a pivotal role in shaping tourists' choices when selecting a

destination. Gintung Pakpak Ecopark, with its rich tapestry of attractions, offers an ideal

backdrop to explore these influences comprehensively. This thesis aims to delve into the

myriad factors that impact tourists' decisions to visit Gintung Pakpak Ecopark. By examining

the interplay of cultural, environmental, economic, and personal factors, we intend to provide

valuable insights that can guide destination management, marketing strategies, and

sustainable tourism practices.

Through a thorough investigation of these factors, this research seeks to contribute to

the sustainable development of Gintung Pakpak Ecopark as a sought-after tourist destination.

In the following chapters, we will delve into a comprehensive review of relevant literature,

present the methodology employed for this study, analyze the data collected, and conclude

with recommendations for both the local authorities and the broader tourism industry. By

shedding light on the factors shaping tourists' decisions to visit Gintung Pakpak Ecopark, this

research endeavors to offer a holistic understanding of this unique destination and its place in

the global tourism landscape.

The primary objective and goal of this study is to understand the factors influencing

tourist behavior, particularly the decision-making process for choosing Gintung Pakpak as a

nature-based destination. In addition, the researchers wanted to determine the impact of

tourist perception, destination image, and tourist satisfaction and destination loyalty to tourists

who plan to visit the Gintung Pakpak Ecopark.

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REVIEW OF RELATED LITERATURE

Tourism Industry

According to the World of Tourism Organization, the tourism sector is continuously

expanding year by year, and more people are expected to travel around the world in the future

(Safitri, Ramdan, & Sunarya, 2020). Through foreign exchange earnings, the growth of the

tourism industry significantly affects domestic economic growth (Inayatuka & Sukawati, 2019).

According to Izurieta, G. (2021), one of the largest sectors on the globe is tourism. A total of

1235 million foreign visitors visit the sector each year. Tourism is one of the largest sectors

and has many complicated and varied activities.

With a concentration on natural resources as a major draw for travelers, nature tourism

is one of Indonesia's popular tourist attractions. A landscape that has been preserved through

nature tourism is one that has developed over many centuries without the interference of

humans. Natural resources that are wisely managed would help Indonesia develop and its

people, especially the locals, prosper. These natural resources can be used in the tourism

industry if they are properly maintained (Lebu, Mandey, & Wenas, 2019). Different types of

distinctiveness are currently on display to give a destination an advantage for tourism-related

activities. Each tourist destination's market segment is related to a certain category of tourist

goods. In economic terms, tourism is considered a specific activity that creates demand for

both the marketing of goods and services (Fikri, Pane, & Siregar, 2019). Tourism professionals

view tourist information as crucial and extensive. The growth of the tourism sector depends

on how delicate the information system is (Nugraha & Sudirman, 2019).

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Tourists

The plans of tourists to visit the tourist attraction again in the future are largely influenced

by previous visits, which makes the intention to revisit an important issue for destination

management in the tourism industry (Sharma & Nayak, 2018). Tourists are more likely to return

to a place just once when their expectations are often met, they receive good treatment, and

they are satisfied. Contrary to some studies that claim that cumulative feelings and satisfaction

with tourism services will directly affect visitor revisit intentions, it is interesting to note that

visitor satisfaction has the largest influence on revisit intentions at tourist locations in the

Philippines. Studies clearly show that the more visitors express their satisfaction with a

destination, the more likely they are to revisit. Satisfied visitors may have intentions of

returning to a tourist destination if it offers them quality services, goods, and other resources.

They will even have a positive effect by conveying this to relatives or colleagues (Loi et al.,

2017).

Tourists have different perceptions of traveling. Some are going for recreation, unwinding,

dreams, involvement, and to associate with other individuals. In that exploration, vacationers

will pick up learning about it. They will see a few surveys of other individuals about that place,

and the audits will discuss the experiences other individuals had in that place. Additionally,

different tourists will undoubtedly be attracted to learning what other visitors have to say about

that location. In this way, visitors will go there to experience what it's like to be there. Few

tourists have the opportunity to find them. In the short period that you are at your destination,

there is not enough time to see everything. And as you keep going, it is easy to become caught

up in dealing with the same issues repeatedly with little diversity. When facing the unknown,
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the emotion of nature can be an important factor in filing. On the other hand, continuing in the

same direction prevents you from learning new things (BonAppetour, 2016).

Decision and Visit

According to Firmansyah (2018), a consumer's choice to visit is comparable to a

consumer's choice to make a purchase. The phase of the buying process known as the

purchase decision is when the consumer actually makes the purchase. A purchasing decision

can also be thought of as the human process or problem-solving steps involved in acquiring

a good or service to meet one's wants and needs. These steps include identifying the need

and one's desires, gathering information, weighing the pros and cons of various options,

making the purchase, making the decision, and finally engaging in consumer behavior.

Depending on their demands and the scenario they are in, consumers need a lot of information

to make these judgments. The consumer's decision-making process may be influenced by

internal (psychological) factors.

Tourism commodity information drives demand for tourist attractions based on the

volume of visitor-generated content. The choice to visit is one that tourists make after carefully

weighing their demands against a range of alternative possibilities. Based on the amount of

content produced by users, tourism commodity information drives demand for tourist

attractions. The choice to visit is one that tourists make after carefully weighing their demands

against a range of alternative possibilities. According to Marhanah (2017), purchasing

decisions are made up of six sub-variables: the product or service chosen, the brand chosen,

the distributor chosen, the time of the visit, the purchase amount, and the payment method.

The need and desire of the visitor to take a vacation inform the decision-making process for
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the tour. The tourists then start to acquire information about the place from numerous sources,

evaluate their options for attractions, and make their final decision (Kristiutami, 2017).

Gintung Pakpak Ecopark

According to UNTV News and Rescue (2022), Gintung Pakpak is located in Arayat,

Pampanga, approximately an hour and a half from Manila. If you are a nature lover and looking

for a relaxing place to unwind and escape the busy life, here is the perfect place for you to

explore the Gintung Pakpak amenities. Entering the gintung pakpak, we will see the man-

made lake and the camping side. According to Ms. Santos, one of the marketers of the Gintung

Pakpak Eco Park, the highlight of the Gintung Papak Eco Park is the top. There are two ways

to climb to the top: one consists of 218 steps, and the other involves jungle trekking. Trekking

in the jungle is a simpler and less difficult method of climbing the mountain than the 218 steps.

There are some accommodations in Gintung Pakpak Eco Park, including the Deluxe Cabin

and the Kubo Glamping, which are ideal for overnight stays for couples. Then, for families,

there are three types of villas: regular, private, and luxury.

Ecopark

The eco-park is about more than just conservation; it is also about large-scale nature

restoration. Implementing this new generation of parks in response to local environmental

concerns about location, physical components, design, and animal conservation will aid in the

transition to more sustainable urban growth. The north-central eco-park of Iran can be used

as a model for the establishment of sustainable urban ecosystems. Novitaningtyas et al.

(2022) define a tourist attraction as "everything that is particular to a tourist product that has

the beauty of natural, cultural, or man-made wealth." Additionally, cultural attractions come
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from the formation of human sense and initiative as cultural beings, whereas artificial tourist

attractions come from artificial human structures. Natural tourist attractions are derived from

the beauty and uniqueness of the natural environment.

Sex

The results of tourist studies often fall into one of two categories: whether gender

inequalities exist or not. Women are the primary decision-makers for family holidays,

according to research on gender disparities (Wang et al., 2016), and they are getting

increasingly involved in this process (Pan & Ryan, 2015). In addition, women's responsibilities

in making decisions about their own pleasure have altered significantly over generations,

according to Kerstetter and Pennington-Gray's (2018) research.

According to Beldona and Namasivayam (2016), women judged prices to be much less

fair than men did. Although in-depth interviews revealed that there are gender disparities in

tourist perceptions, Carr's (2017) findings showed that there is no gender effect on tourist

behavior. The level of community dependence on tourism was examined by Harvey, Hunt,

and Harris Jr. (2018), who have not discovered any distinctions between the attitudes of

gender and tourist development. As a result, there is no widely acknowledged viewpoint on

the gender disparities in the theory of tourist decision-making behavior.

Location

The location of the company is crucial for efficient operations and overall expansion,

claims Smith's (2017) study. Take into account the needs of the company, the clients, the staff,

and the tools required to finish tasks and deliver outstanding client services while selecting
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the location. He highlighted some of the effects that picking the ideal location for a business

will have on both the clientele and the firm itself, which is an important marketing

consideration. One of the most important aspects that influences the choice of a tourist resort

is its location. Travelers may also choose to go places simply because they find them

interesting. Climate and weather patterns, scenic beauty, historical significance, recreational

opportunities, accessibility, cost, and a variety of other factors may all have an impact on this.

According to Rovinj (2020), proper "caring" of visitors' cars by tourist attractions reduces

guest annoyance and frees visitors to explore the destination unencumbered by the care of

their car. Once this is accomplished, they can concentrate on the things they had planned to

do (recreation, sport, entertainment, holiday, etc.) and the places they wanted to see (historical

and cultural sites, events, gastronomic and oenological offerings, etc.).

Age

According to Chhanda Biswas (2020), age has repeatedly been acknowledged as one

of the most important characteristics and indicators in developing an advertising system. In

any event, the moderating effects of age on the relationships between attractions and

accessibility as well as visitor pleasure have only occasionally been found.

Tus (2020) conducted a study on the demographic profile of the elderly in Bocaue,

Philippines. According to the study, the majority (more than half) of the elderly are unemployed.

Certainly, in the Philippines, because of the deteriorating unhealthy conditions, it might be a

result of preexisting regulations that limit older individuals from working. The general, age

range from 18 to 45 is the ideal age range for working (Reyes et al., 2019). That is why, most
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of the working individuals are under this age bracket. They have more money to spend in

traveling.

Tourist Perception

Tourist perception, according to Lin Xuna and Yuan Xub (2018), is the psychological

process by which tourists obtain information about tourism images, tourism environmental

conditions, etc. through their senses. Tourist perception also creates an environment in which

tourists' research on tourists' perceptions primarily focuses on perceptions of tourism

destination image, tourists' perceived value, tourists' perceptions of service quality, sense of

crisis, sense of security, and a host of other topics.

According to Sinha et al. (2017), a good location, sightseeing options, and the availability

of required amenities all contribute to tourist satisfaction. The safari park's environmental

features, including its species diversity, terrain, environmental awareness-raising initiatives,

and conservation efforts, all have an impact on how satisfied visitors are with their visit

(Shkurti, 2019). Any site's visitor perception can be measured, which aids in determining its

strengths and areas for improvement.

Based on the measurement, the pertinent authorities take the required steps to increase

visitor satisfaction. Previous research on safari parks around the world has focused on a

number of factors that contribute to visitor satisfaction, including natural beauty (Lyngdoh,

2017), knowledge (Tarvera et al., 2019), facilities (Gandiwa et al., 2017), the environment

(Tarvera et al., 2019), access (Chan et al., 2019), etc. In addition, some earlier research in

Bangladesh looked at how visitors perceived safari parks in relation to the surrounding natural
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beauty (Hossain & Khana et al., 2020), tourist activities, and recreational amenities (Tusher et

al., 2020). In order to discover the pertinent qualities that should be emphasized and

developed further, it is vital to measure how tourists perceive a destination in a larger context.

Destination Image

Tourist's destination may not actually be there, according to notions, beliefs, mental

representations, and assertions (Baloglu and McCleary, 2018). According to Agapito et al.

(2018), destination image is divided into emotive, cognitive, and conative categories. Pre-visit,

post-visit, and travel stages all involve diverse destination perceptions (Martn-Santana et al.,

2017). Additionally, the main draws for competitiveness and distinctive destination pictures are

recreational attractions, heritage, and lodgings (Vinyals-Mirabent, 2019). The affective

component, which relates to the emotional and attitudinal reactions a person has toward a

location, is another element of the destination image. Fuchs and Reichel (2020) stated that

emotional reactions like enjoyment and satisfaction were important determinants of tourists'

intention, and that these emotional responses positively influenced tourists' loyalty to that

place.

Tourist Satisfaction

According to Martin, JC, and Saayman, M. (2019), satisfaction is a person's emotion of

joy or disappointment resulting from a comparison between his perception of how well a

product or service performed (the results). Surya, E.D., E.S., and Setiawan, N (2018).

In the tourism industry, visitor satisfaction is a crucial component. The study is based on

prior research showing that assessing satisfaction can assist in predicting tourists' actions and
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loyalty toward travel locations and that the perception of a place has an impact on future travel

plans (Kuo et al., 2021; Lee et al., 2021). With regard to its impact on the perceptions of

individuals of where they should visit and what they purchase, tourist satisfaction is of utmost

significance in preserving the tourism industry. (Chenini & Cherif, 2016).

In service-setting contexts, the term "customer satisfaction" refers to the desired

outcome of "service experiences that involve an assessment of to what extent or whether the

product or service exceeded the consumer's demands and potential needs" (Nyadzayo &

Khajehzadeh, 2016). In addition, customer satisfaction is "a key determinant of customer

loyalty" and is directly related to the results of the customers' post-experience evaluations,

taking into account service brand attributes (Nyadzayo & Khajehzadeh, 2016). Making

consumers pleased is really beneficial to the marketer. A happy customer is more likely to

remain loyal. They will encourage others to purchase or use the products or services. The

research suggests that because satisfaction appears to have favorable effects on both

behavioral and attitude outcomes, it is essential for fostering consumer loyalty. According to

previous studies (Nella & Christou, 2016), these results result in consumer recommendations,

relationship length, purchase motives, and use of services.

Destination Loyalty

To investigate a new method for the construction of destination brand loyalty through

cognitive, affective, and cognitive-affective pathways, a new integrated model of destination

brand loyalty development is proposed. By encouraging a more positive tourist perception of

Destination Social Responsibility (DSR), this moderating stream of research can significantly
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contribute to the body of existing tourism literature by raising tourists' knowledge, beliefs, and

emotions and boosting destination brand loyalty (Phuong Kim et al., 2023).

The intention of tourists to return to the same destination and their willingness to suggest

it are frequently gauged using destination loyalty (Stylidis et al., 2020). In other words, loyal

tourists return to the same destination and wish to stay longer, spend more, and engage in

more social activities. 2020). Built on tourist perceptions that a destination is worthwhile,

visiting loyalty is built on exceeding expectations and offering distinctive experiences (Cosso-

Silva et al., 2019).

Tourist Relationships and their Decisions

Tourists are likely drawn to Gintung Pakpak Ecopark due to its eco-friendly initiatives,

stunning natural surroundings, the array of activities it offers, and its unique blend of natural

beauty. The emphasis on sustainable practices and the opportunity to engage with nature

make it a compelling choice for travelers seeking a responsible and enriching experience.

The model of tourism decision-making investigates how to accomplish particular goals

or find fulfillment; many decide to leave their current area (Castro & Dieguez, 2022). In order

to change consumer behavior patterns, the majority of consumer behavior models were

developed. These models took into account variables including how customers make

decisions, shop, and analyze the numerous options accessible when coming to their ultimate

conclusions. Decision-making by customers in the tourism sector has been extensively

studied in various studies. Their tastes have an impact on how people search for and identify

the numerous tourist attractions they need for their vacations, each of which has unique

characteristics.
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Based on this idea, the tourism industry's most difficult task is to turn staged experience

offerings into personal experiences. As an outcome, most scholars emphasize the significance

of memorable tourism experiences for visitors' decision-making in the future (Kim and Chen,

2019), whereas visitors would rely on past experiences and memories to plan future trips

(Zhang et al., 2018) and choose whether to return to a particular destination.

Business Implications

Gintung Pakpak Ecopark has various business opportunities, such as eco-friendly

accommodation services, guided tours, adventure sports rentals, and on-site dining featuring

locally sourced and sustainable options. Additionally, merchandise like branded souvenirs and

eco-friendly products can contribute to the park's revenue streams while providing visitors with

meaningful keepsakes.

UNWTO defines a destination management organization as the leading organizational

entity which facilitates partnerships with various authorities, stakeholders, and professionals

to

achieve a unified mission towards a destination’s vision. Destination management is a broad

and holistic management process that includes managing marketing, local accommodations,

tours, events, activities, attractions, transportation and more. In terms of both supply and

demand approaches, the destination must try to draw attention from both visitors and private

tourism markets. A destination’s competitiveness and attractiveness comes from the use of

effective, sustainable strategies and is based upon a balance of interests of all stakeholders

inside the tourist destination. Within any tourism destination, the public sector designs the

nation’s core identity with the mandate of national growth and advancement of the entire

community; the private sector delivers the desire for future development with different goals
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and accountabilities; and the destination stakeholders are the entities connected together by

travel experiences or through the tourism industry (Caecilia, 2020).

According to Abderrahim and Mustapha (2017), the theoretical implications of their study

take the initial conceptual consideration of the indicators focusing on the perception of tourists

to build destination loyalty. Through the eyes of customer-dominant logic and the emotive,

cognitive, and behavioral attitude component structures, the study created customer-led

competitiveness. The managerial and empirical implications suggest that the study offers a

comprehensive conceptual framework for practitioners so that destinations can develop a

more successful marketing strategy by comprehending how tourists view the destination in

order to build long-lasting relationships with visitors. The conceptual frameworks suggested

sequences and elements can be taken into account by destination marketers to help them

reach a degree of customer-led competitiveness.

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STATEMENT OF THE PROBLEM

The aim of this study is to determine and identify the factors that influence tourist

decisions to visit the breathtaking view of Gintung Pakpak Ecopark. This research aimed to

answer the following questions in particular:

1. What is the profile of the respondents in terms of:

1.1 Sex

1.2 Location

1.3 Age

2. What are the factors that influence tourists’ decisions to visit Gintung Pakpak

Ecopark in terms of:

2.1 Tourist Perception

2.2 Destination Image

2.3 Tourist Satisfaction

2.4 Destination Loyalty

3. Is there a significant relationship between tourists and their decisions to choose

Gintung Pakpak Ecopark?

4. What are the business implications can be drawn?

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THEORETICAL FRAMEWORK

Figure 1. A Holistic Conceptual Framework (Chenini, A. & Touaiti, M. 2018)

The goal of this study is to create a comprehensive conceptual framework that explains

how tourist perception, destination image, satisfaction, and other associated traits can be key

factors in fostering destination loyalty. Perception reveals the underlying variables that are

most important in the tourism industry by using an organized strategy. The formation of the

destination image was conceptualized as evolving within three phases: organic, induced, and

complex in the creation of the destination image and, in further stages, tourist loyalty.

Examining the important factors that have been chosen, such as tourist perception, destination

image, tourist satisfaction, and destination loyalty, within the context of this research, a holistic
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conceptual framework is created. The theoretical framework is expressed as one may

anticipate based on supply and demand considerations as well as destination image, tourist

satisfaction, and destination loyalty, which collectively make up tourist loyalty. As a result, the

chances of success will be higher in the area of tourism marketing. This study will open up

new ideas on how the method and its frequently connected interpretations might help create

a worldwide tourist hub. The goal of this research's future direction is to determine how these

aspects may interact while taking into account how the process and its frequently connected

interpretations can lead to the creation of a worldwide tourist hub.

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CONCEPTUAL FRAMEWORK

INPUT PROCES OUTPUT

S

I. Profile of the I. Administering

Factors Affecting
Respondents Survey using Tourists’ Decision
- Name Questionnaire
to Visit Gintung
(optional) through face-to-face
Pakpak Ecoaprk
- Age II. Data Analysis
- Sex III. Data Collection
- Location of respondent’s
profile
IV. Organization of
respondent’s
responses

FEEDBACK

Figure 2

Conceptual Framework of the Study

The system approach (Input-Process-Output system) was used in describing the

conceptual framework of the study. As shown in Figure 2, the input consist of the profile of the

respondent's name (optional), age, sex, and location. The researchers need to know the

profile of their respondents to gain better and more factual information. The process includes

the study procedures, how the data will be collected, and how these data will be analyzed.

The researchers have created survey questionnaires to gain more knowledge and information

about the study.

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HYPOTHESIS

(H0) There is no significant factor between tourists and their decision to choose Gintung

Pakpak Ecopark as a destination.

(H1) There is a significant factor between tourists and their decision to choose Gintung

Pakpak Ecopark as a destination.

SCOPE AND DELIMITATIONS

This study is only intended for the Gintung Pakpak Ecopark in Arayat, Pampanga.

This study focuses on the factors affecting tourists’ decisions to visit Gintung Pakpak Ecopark

as a breathtaking view. Tourists' perceptions, choices, satisfaction, and decision-making will

be investigated. This study will not cover the other ecoparks in Arayat, Pampanga. The data

collection will be conducted with 100 randomly selected people who will represent the

population. The respondents were surveyed and data were collected using Google Forms.

The study was conducted from September 2023 to December 2023. The findings of this study

will

only be relevant to the respondents and will not be taken into consideration when tourists are

making decisions about their destination who do not belong to the population of this study.

This study will only focuses on the factors that affects the tourist decision to visit the Gintung

Pakpak Ecopark in Arayat, Pampanga.

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Significance of the Study

The study's findings are based on the factors that affect tourists in choosing Gintung

Pakpak Ecopark as their destination. Students' research on the future of destination selection

will also benefit from this study. It would help them develop as analysts or researchers, and it

might be used as a reference in the future for further studies. The following are the benefits of

this study.

To Tourists – it refers to the person who is traveling or visiting a place for pleasure. This study

will help them make decisions and acquire ideas when planning to visit an eco-park.

To Respondents – this study will give them great decision-making power in choosing Gintung

Pakpak Ecopark as their destination.

To Researchers – this makes it possible for them to conduct searches for compelling

evidence and responses from the respondents. It gradually enhances their research abilities.

To the Facility of an Eco park – this will support their facility in improving the infrastructure

and facilities of the eco-parks. In addition, this will aid the local government in raising tax

revenue.

To the Local Communities – those who are in close contact with the destination. This study

will act as a bridge to help them enhance their human capital.

To Exact Colleges of Asia Incorporated - This study examines methodically and in detail

the factors that affect the decision-making of a tourist in the selection of a destination. This will

be used as a guide or reference in their future research on this matter. This work will serve as

a foundation for some researchers at Exact Colleges of Asia Incorporated who have similar

concerns and may provide solutions to their questions. The findings could be used as an

additional component of their own research.

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Eco Park - the tourists would help them get to know their Eco Park better, which would help

them attract a large number of guests.

Arayat - this could help the municipality build a competitive advantage and encourage more

tourists to visit the municipality of Arayat, resulting in increased visitor numbers and

consumption.

Future Researchers – this is a big help to the future researchers because it serves as their

guide in making their first research. The final manuscript of the study conducted titled “Factors

Affecting Tourists’ Decision to Visit Gintung Pakpak Ecopark” will be accessible to everyone.

It may be accessible for those who need assistance with a related topic as well as to assist

and support upcoming researchers.

DEFINITION OF TERMS

The following terms are conceptually defined. Some are operationally defined for the

researchers to have a better understanding of the relevance of these terms in the present

study.

Age - refers to the respondent’s age that affects their decision in choosing a destination.

Affect – it refers to influencing or having an impact on the tourists' decisions.

Arayat - it is the municipality in Pampanga wherein the Gintung Pakpak Ecopark is located.

Business Implications – it describes anything that is informally suggested, evident, or may

be inferred.
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Decision - it refers to the action or procedure for choosing whether to visit Gintung Pakpak

Ecopark.

Destination Image - is an arrangement of an individual's overall perceptions of the places

they have visited. Age, education, income, and culture are a few of the many variables that

affect how people perceive things.

Destination Loyalty –it is defined as the level of tourists perceptions of a location as a

recommendable destination. It is important for advertising methods since it is the most

accurate determinant of post-visit behavior.

Eco Park - is a self-sustaining system that generates distinct energy, harvests and cleans its

own water, and produces its own food. It is described as an extensive, integrated landscape

with high objectives for environmental protection and natural conservation. They are parks

that enhance the values of both wildlife and people while eliminating watering.

Factor – refers to the indicated variables that will determine what affects the decision-

making of tourists in choosing a destination.

Gintung Pakpak Ecopark – an ecopark in Baliti, Arayat, Pampanga that combines both

natural and man-made attractions. This study will feature the Eco Park as a major component

in determining the factors that affect tourist decisions when choosing a destination.

Location – refers to a particular place or natural setting where the tourist is residing.
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Pampanga- it refers to the province in Central Luzon Region 3 in the Philippines with abundant

natural attractions with breathtaking views. In this study, this refers to the research locale of

this study.

Sex – refers to the gender identification of the visitors who will visit the Gintung Pakpak

Ecopark. This demographic characteristic is included in this study in order to determine if it

would have an impact on travelers' decisions when selecting a destination.

Tourists – a person who is travelling to Gintung Pakpak Ecopark that seeks pleasure.

Tourist Perception – it can be characterized as the tourist's attitude toward any given thing,

whether it be good or negative (Fauziah & Fathiah, 2011).

Tourist Satisfaction - it refers to the judgment or opinion that a traveler makes about their

experience.

Visit - an act of going or coming to see a person or place socially, as a tourist, or for some

other purpose.
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CHAPTER 2

METHODOLOGY

This chapter outlined and clarified various steps, including research design, research

locale, research tool, sample size and population, data collection, data analysis and

discussion, instrument validation procedures, the influences on tourists' decisions to visit

Gintung Pakpak Ecopark, statistical data processing, and the data that was used in obtaining

from the respondents the information required for data analysis and discussion about the

factors that influence tourists' decisions to visit Gintung Pakpak Ecopark.

Research Design

The type of research used in this study was quantitative research, which was carried out

by collecting data in the form of numbers and analyzing it with multiple linear regression

statistical tests to test the influence and how much influence there was between variables.

The process of gathering and interpreting numerical data is known as quantitative research.

It can be used to identify trends and averages, formulate hypotheses, examine cause and

effect, and expand findings to larger populations. The natural and social sciences, including

biology, chemistry, psychology, economics, sociology, and marketing, make wide use of it (

Bhandari, 2020).

This research would be conducted from September to December 2023. The data used

in this research was primary and secondary. Primary data was obtained based on surveys or
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questionnaires, observations, and interviews, while secondary data was obtained through

websites, journals, books, and other documents.

Research Locale

This study was conducted in the province of Pampanga, particularly in the municipality

of Arayat and outside residences where there are tourists. The researchers focused on the

tourists that have been there before, who can help determine what factors affect the tourist

decision when choosing a destination, particularly the Gintung Pakpak Ecopark that is

located in Baliti, Arayat, Pampanga. The researchers have 100 respondents and conducted

a face-to-face survey among the respondents.

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Figure 3

Map of the Gintung Pakpak Eco Park in Baliti, Arayat, Pampnga and Where the Tourist

would come to Visit

(Retrieved October 6, 2023 from

https://www.google.com/maps/@15.1901525,120.7004979,478m/data=!3m1!1e3?hl=en&ent

ry=ttu)

Gintung Pakpak
Ecopark
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Participants of the Study

The participants of this study encompass tourists that are inside and outside the

municipality of Arayat, Pampanga. The respondents of this study will further extend to

demographic segments, such as varying ages and genders, and the factors that affect tourists'

decisions in choosing a destination, particularly Gintung Pakpak Ecopark. These respondents

are the only ones who have the necessary knowledge to address the issues raised in the

current study. They provided the information required by the researchers by responding to the

questionnaire that was given to them.

Research Instrument

In this study, the researchers will be using questionnaires to gather the needed data.

The researchers prepared a form with a set of questions designed to gather information and

obtain responses from the respondents. The questionnaire will consist of three parts. The first

part of the survey questionnaire pertains to the demographic profile of the respondents in

terms of sex, location, and age. The second part of the survey questionnaire is a tool to

determine the factors that influence tourists’ decisions to visit Gintung Pakpak Ecopark in

terms of tourist perception, destination image, tourist satisfaction, and destination loyalty. The

last part includes the recommendations of the tourists regarding their experience after visiting

Gintung Pakpak Ecopark. The researchers used the 4-point Likert scale as a measure of

viewpoint. The collected data will then be tested for validity, reliability, classical assumptions,

and multiple linear regression analysis.

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The self-made questionnaires will help the researchers know and explain how the

effectiveness of the environment as an external motivation affects tourists during their visit.

According to Saul Mcleod, PhD (2023), a questionnaire is an instrument of study that consists

of a series of questions aimed at collecting data from respondents. Questionnaires can

effectively and quickly measure the behavior, attitudes, preferences, views, and intentions of

relatively large groups of people compared to other methods. This strategy was utilized for

this study because it enables researchers to identify the factors that influence tourist decisions,

particularly when visiting Gintung Pakpak Ecopark.

Population and Sampling

The concept of "research population," also known as "target population," refers to the

entire group or set of individuals, objects, or occurrences that the researcher is interested in

and that have a particular set of characteristics (Riya Thomas, 2023). The main respondents

of the study were 100 tourists in Arayat and outside residence who have visited Gintung

Pakpak Ecopark.

The researchers utilized convenience sampling techniques. Instead of using a random

or organized process, participants are chosen based on their availability and willingness to

participate in the study. Convenience sampling, according to Julia Simkus (2023), is a non-

probability sampling technique where data is gathered from an easily obtainable and

accessible set of people. The people in the sample are chosen for the researcher's

convenience rather than because they are most representative of the overall population. Dan

Fleetwood (2023) defines non-probability sampling as a method in which the sample is chosen
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by the researchers rather than chosen at random, indicating that not every member of the

population has a comparable prospect of taking part in the study.

The researchers collected information by implementing face-to-face survey method. The

data was collected until the study is compensated, which included the tourists who have visited

Gintung Pakpak Ecopark. They were the chosen respondents since they have already visited

the destination, and they will contribute in conducting the study.

Data Gathering Procedure

Figure 4

Data Gathering Procedure

Seek approval for Preparation of the Preparation and

the title from the draft for examining validation of
research adviser (Chapter 1 and 2) research instrument

Conduct the Statistical treatment

questionnaire to follow
(Face-to-face method) in the SOP

The researchers invested their time and effort in constructing their questionnaire. They

wrote a letter for approval to conduct the study at Gintung Pakpak Ecopark. In gathering the

data, the researchers will first notify and ask for consent from the research adviser in order to

start the study. The researchers will then conduct the study once they receive consent to
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continue. Second, the questionnaires that were self-administrated will be made into hard

copies and given to the respondents through the face-to-face method. Lastly, after giving them

an ample amount of time, the researchers will start gathering the data collected from the

questionnaires given to the respondents.

Upon the gathering of all the data, the researchers tabulated and tallied the survey with

the assistance of a statistician. The findings can serve as an outline for assessing the factors

influencing tourists' decisions to visit Gintung Pakpak Ecopark.

Validation of the Instrument

The researcher constructed a survey questionnaire to determine the factors affecting

tourists' decisions to visit Gintung Pakpak Ecopark. Three (3) specialists, including a tourism

professional, a tourism instructor, and a psychometrician, validated the questionnaire.

Data Analysis

This part of the research discusses the data processing technique used by the

researchers in analyzing and interpreting data. While the statistical treatment of statistical tool

is used to compute and solve all the data gathered from the data collection procedure

conducted by the researchers.

The researchers will utilize the use of Descriptive Statistics such as frequency

distribution and percentage distribution. Descriptive statistics describe, show, and summarize

the basic features of a dataset found in a given study, presented in a summary that describes

the data sample and its measurements. It helps analysts to understand the data better.
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Percentage distribution

Percentage (%) This was used to describe the relationship of the group with the whole

population.

Formula:

P = f/N x 100

Where:

P = percentage

f = frequency

N = total frequency (population)

SOP 1: This talks about the demographic profile of the respondents. Frequency distribution

and percentage distribution will be utilized in computing the gathered data.

SOP 2: This focuses on the different factors that affect the tourist’s decision in choosing

Gintung Pakpak Ecopark. Also, the use of frequency distribution and percentage distribution

will be utilized in analyzing the collected data and computing the results.

SOP 3: This talks about on how the factors affect the tourists. The sue of descriptive statistics

such as the use of Mean, Variance, and Standard Deviation will be utilized in computing the

gathered data from the survey.

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Ethical Consideration

Each respondent participating the survey was given informed consent in order to ensure

an ethical and proper study. In the agreement form, the overall nature of the investigation was

disclosed to the respondents. The confidentiality of the data gathered was assured to the

participants. The respondents are well-informed of the purpose of the study and their rights to

withdraw, and they all agreed to participate in the study. participants were fully informed

regarding the objectives of the study, while they were assured that their answers were

treated as confidential and used only for academic purposes and only for the purposes of the

particular research. Further, the anonymity of the respondents will be the utmost consideration

of the researchers.
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CHAPTER 3

PRESENTATION, ANALYSIS AND INTERPRETATION

This chapter discusses all the results gathered from the survey conducted by the

researchers. Furthermore, this chapter also shows the interpretation of all the results

organized by the researchers.

SOP 1: Demographic Profile of the Respondents

Table 1

Sex of the Respondents (n = 100)

SEX FREQUENCY PERCENTAGE

MALE 44 44.00%

FEMALE 56 56.00%

TOTAL 100 100.00%

Table 1 above presents the sex of the respondents. It has been stated clearly above that

most of the respondents are female, with 56 out of 100 respondents. Further, 44 out of 100

respondents are male. Based on the published research, most tourists are fond of visiting

tourist spots or destinations. That is why most of the respondents to this study are female.
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According to Beldona and Namasivayam (2016), women judged prices to be much less

fair than men did. Women are the primary decision-makers for family holidays, according to

research on gender disparities (Wang et al., 2016), and they are getting increasingly involved

in this process (Pan & Ryan, 2015). In addition, women's responsibilities in making decisions

about their own pleasure have altered significantly over generations, according to Kerstetter

and Pennington-Gray's (2018) research.

The table above proves the interpretation of the sex of the respondents as having

a disparity in terms of sex or gender. The female gender proves to be slightly ahead and fond

of going to tourist destinations, at just 12% compared to male. Having to distinguish the gender

of the respondents has a greater effect on the research. Those factors include deception,

making males more likely to be faster when deciding to go to a tourist destination, while

females consider more recommendations from different perspectives, which include family,

friends, and social media, compared to males.

Table 2

Location of the Respondents (n = 100)

LOCATION FREQUENCY PERCENTAGE

WITHIN ARAYAT 53 53.00%

OUTSIDE

ARAYAT 47 47.00%

TOTAL 100 100.00%

As shown in the table above that talks about the location of the respondents, since the

locale of the study is within Arayat, it is clear that most of the respondents are within Arayat
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(respondents can be coming from the thirty (30) barangays in Arayat). There were 53 people

residing in Arayat. 47 are coming from outside Arayat. They can come from neighboring towns

or municipalities.

The location of the company is crucial for efficient operations and overall expansion,

claims Smith's (2017) study. He highlighted some of the effects that picking the ideal location

for a business will have on both the clientele and the firm itself, which is an important marketing

consideration. One of the most important aspects that influences the choice of a tourist resort

is its location. Travelers may also choose to go places simply because they find them

interesting. Climate and weather patterns, scenic beauty, historical significance, recreational

opportunities, accessibility, cost, and a variety of other factors may all have an impact on this.

The table above proves the interpretation of the location of the respondents, of which

53% are within Arayat and 47% are outside Arayat. It is important to know the location of the

respondents to identify the factors that can affect their decisions about coming to the tourist

destination, especially the 47% of respondents who are coming outside of Arayat.

Respondents coming from outside Arayat tend to experience more intervening factors in going

to the tourist destination, such as travel time, road conditions, food and accommodation, and

many more. While respondents living in Arayat have less worry about dealing with these

factors, it is likely that they can adapt more to the given scenario and conditions. Tourists living

within Arayat have a huge impact on the destination. The results indicate that tourists mostly

living within Arayat are more likely to visit Gintung Pakpak Ecopark.
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Table 3

Age of the Respondents (n = 100)

AGE FREQUENCY PERCENTAGE

18-25 72 72.00%

26-35 18 18.00%

36-45 10 10.00%

TOTAL 100 100.00%

As presented in the table above, most of the respondents are in the age range of 18 to

25 years old. It is evident because most of the tourists, not only in Gintung Pakpak Ecopark

but in other tourist destinations, are students. Students love to visit to relax, for their studies,

for leisure, and for fun. There were 18 out of 100 respondents who were in the age group of

26 to 35 years old. There were 10 respondents who were in the age group of 36 to 45 years

old.

Riyanka Roy (2023) states that Generation Z is the generation that is most likely to be

brave and interested, willing to try new things, venture into the unknown, and choose to

discover a way rather than get lost. This is the age when we don't have to worry as much

about wasting time when we attempt, fail, and try again. It is likely that Generation Alpha will

have an even greater need for personalized travel experiences and places. According to

Anichiti, A. (2022), this generation of travelers will have a significant impact on the travel and

tourism industries since they are digital natives and use technology when traveling.
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The table above indicates that respondents aged 18 to 25 are more likely to visit eco-

parks for different types of purposes. Most respondents fall within this age group, indicating

that significant portions of the surveyed individuals are students. This age range is commonly

associated with students who visit tourist destinations for various reasons, such as relaxation,

study-related activities, leisure, and fun. 26 to 35 years old. There are 18 out of 100

respondents in this age group. This suggests that there is still a notable presence of individuals

between the ages of 26 and 35, although they are not as dominant as the 18 to 25 age group.

36 to 45 years old. There are 10 respondents in this age group, indicating a smaller proportion

of individuals compared to the younger age groups. The popularity of Gintung Pakpak Ecopark

and similar tourist destinations among students might be attributed to factors such as

affordability, proximity to educational institutions, or the park's appeal to a younger

demographic. Understanding the age distribution can help tailor marketing strategies,

services, and facilities to better cater to the preferences and needs of the predominant age

group.
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Table 4

Knowing the Gintung Pakpak Ecopark (n = 100)

STATEMENTS FREQUENCY PERCENTAGE

I already knew of it 31 31.00%

Friends 37 37.00%

Family and
8
Relatives 8.00%

Colleagues 5 5.00%

Social Media 19 19.00%

TOTAL 100 100.00%

As presented in the table above, there are almost an equal number of responses to two

(2) of the options stated above. There were 37 out of 100 respondents who mentioned that

they heard about Gintung Pakpak Ecopark from their friends. 31 out of 100 said that they

already know Gintung Pakpak Ecopark or have been to the mentioned tourist destination

before. 19 mentioned that they heard about it on social media platforms. Utilization of social

media as a way of promoting a business is one way of attracting customers. There were 8

who said that they heard about it from their family or relatives who have visited it or who have

some information about it. And five mentioned that they heard about it from their colleagues

or co-workers.

Zhangxi (2021): Additionally, expectations for the experience, destination awareness,

and societal conventions may have an impact on the perceived value of a wetland park by
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local tourists, which can impact the value of the park to local customers. co-creation purpose.

We gained fascinating insights and implications for ecotourism at the same time as regional

ones. Based on our survey conducted in a particular wetland park, we demonstrate how local

visitors' Their value co-creation intention is positively impacted by their attitude and perceived

value, and they identify one more. Friends exchanging knowledge and experiences about a

trip could be a potential source of destination awareness via social networking.

Word-of-mouth, particularly through friends, is a powerful and organic method of

promotion. The fact that 37 out of 100 respondents heard about Gintung Pakpak Ecopark from

their friends suggests a strong social influence. People often trust recommendations from

friends, and positive experiences shared among peers can contribute significantly to attracting

new visitors. The 31 out of 100 respondents who already knew about Gintung Pakpak Ecoark

or had visited before indicate a level of brand familiarity and satisfaction. This pre-existing

knowledge could be the result of successful past marketing efforts, positive word-of-mouth

from previous visitors, or the park's unique offerings and experiences that encourage repeat

visits. With 19 out of 100 respondents mentioning social media as their source of information,

it underscores the importance of an effective online presence. Social media platforms provide

a vast and accessible space for promoting tourist destinations, sharing visual content, and

engaging with potential visitors. Understanding which platforms are most effective can help

refine the park's social media strategy. The 8 respondents who heard about Gintung Pakpak

Ecopark from their family or relatives highlight the role of familial networks in influencing

tourism decisions. Family recommendations may carry a strong emotional connection, and

positive experiences within family circles can contribute to a sense of trust and reliability

regarding the destination. While the smallest group, the 5 respondents who heard about the
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park from colleagues or co-workers, suggest that workplace discussions also play a role in

spreading awareness, This could be related to workplace culture, where colleagues share

leisure and recreational ideas, contributing to a sense of community and shared interests

outside of work.

Table 5

Number of times the respondents have visited Gintung Pakpak Ecopark (n = 100)

How many times have

you been to Gintung FREQUENCY

Pakpak Ecopark PERCENTAGE

Once 58 58.00%

Twice 20 20.00%

Thrice 21 21.00%

Others: 12 times 1 1.00%

TOTAL 100 100.00%

As shown on the table above, 58 out of 100 respondents mentioned that they have been

to Gintung Pakpak Ecopark once because of its location. It is located in a remote area in

Arayat, Pampanga which is in Baliti, Arayat, Pampanga. There are several crossroads that the

visitors should passed by before being able to reach the tourist destination. 21 mentioned that

they have visited it for three (3) times already. 20 out of 100 have visited Gintung Pakpak
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Ecopark twice. And there is just one (1) respondent who have visited it for 12 times or even

more.

According to McKercher (2015), the reasons for and planned activities of first-time and

returning tourists who come to Hong Kong are for enjoyment. Significant variations in

motivation that led to the intention to engage in various activities were found in the study. While

return visitors came to consume, first-time visitors were driven to Hong Kong to discover. While

returning tourists planned to shop, eat, and spend time with loved ones, first-time visitors

expected to engage in a variety of geographically dispersed activities.

The majority of respondents, according to the results, are first-time visitors to Gintung

Pakpak Ecopark. It is possible that tourists are unfamiliar with the location, as the majority of

respondents obtained by the researchers were first-time visitors.

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Table 6

Reasons for visiting Gintung Pakpak Ecopark (n = 100)

Reasons for

visiting Gintung FREQUENCY

Pakpak Ecopark PERCENTAGE

For leisure 44 44.00%

For business

purposes
1
(conference,

seminar) 1.00%

For school

purposes (other 13

forms of education) 13.00%

To experience new
41
things 41.00%

Other purposes:
1
(Photography) 1.00%

TOTAL 100 100.00%

Based on the results of the table aforementioned, most of the respondents, or 44 out of

100 respondents, are visiting the mentioned tourist destination for leisure purposes, to have

fun, to enjoy, to relax, and just to enjoy the breath-taking scenery of the tourist destination.
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41 out of 100 respondents mentioned that they want to experience new things, which is why

they decided to visit Gintung Pakpak Ecopark.

According to Bramantya and Jatra (2016), a person's decision-making process when

making a purchase stems from his or her response to the issues they are facing—in this case,

an attempt to meet their requirements. In addition, Sari and Yuniati (2016) characterize the

process by which customers decide what to buy and use in order to satisfy their requirements

and desires.

As shown in the results above, 13 people mentioned that they were visiting the

mentioned Ecopark for educational purposes. It could be in terms of finishing activities, doing

projects, accomplishing performance tasks,or even other school-related activities. Only one

(1) respondent mentioned that he or she was visiting the mentioned Ecopark for photography

purposes.
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Table 7

Average and Verbal Descriptors for Tourist Perceptiom

TOURIST
VERBAL
PERCEPTION AVERAGE
DESCRIPTOR

S1 3.49 SA

S2 3.45 SA

S3 3.32 SA

S4 3.38 SA

S5 3.53 SA

S6 3.38 SA

S7 3.48 SA

S8 3.35 SA

S9 3.37 SA

S10 3.4 SA

As presented above, all of the statements pertaining to the tourists’ perception towards

Gintung Pakpak Ecopark shows positive feedback. All of the ten (10) statements have a

corresponding verbal descriptor of Strongly Agree. This indicates that, the respondents

strongly agreed that, Gintung Pakpak Ecopark leaves a positive perception towards the

tourists.
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A considerable amount of research has been undertaken into the desires, motivation,

and behavior of tourists in relation to their impact on host societies (Sharpley, 2020). These

visitors' expectations and reactions are increasingly seen as important because these

primarily affect tourists' cognitions, satisfaction and emotional reactions to a specific tourist

venue. A study also found that a destination's unique tourism characteristics too can be the

most important variable for destination competitiveness and therefore emphasized on

developing the destination's brand image (Chen, Chen and Lee, 2020). There is also a large

amount of marketing literature that deals with tourist demand for destination decision-making.

In table 7, all the data on tourist perceptions with positive feedback from statements 1–

10 have a corresponding strongly agree. In their answer to statement 1, they have an average

of 3.49, Second has a 3.45, Third is 3.32, Fourth 3.38, Fifth 3.53, Sixth is 3.38, seventh 3.48,

eighth 3.35, nine is 3.37, and tenth is 3.4 total of average. This indicates that the respondents

strongly agreed that GintungPakpak Ecopark leaves a positive impression on tourists. The

data revealed clearly that the participants in tourist perception in Gintung Pakpak Ecopark

were well interested. This study found that each and every tourist has a different level of

expectation, which leads to a different level of perception. This computation indicates that the

psychological process by which tourists acquire information about tourism images, tourism

environmental conditions, through their senses, and tourist perception constitutes the

environment in which tourists act.

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Table 8

Average and Verbal Descriptors for Destination Image

DESTINATION
VERBAL
IMAGE
AVERAGE DESCRIPTOR

S1 3.46 SA

S2 3.46 SA

S3 2.99 A

S4 3.3 SA

S5 3.46 SA

S6 3.42 SA

S7 3.53 SA

S8 3.45 SA

S9 3.48 SA

S10 3.47 SA

As presented above, all of the statements about destination image have a verbal

descriptor of strongly agree and its just the 3rd statement that has a verbal descriptor of agree.

Generally, the respondents strongly agreed that Gintung Pakpak Ecopark has built a positive

destination image to the people.

Through the years, the aforementioned tourist destination has left a positive connotation

to those who have visited it already.

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Travelers may be inclined to choose a well-known place as a means of reducing the risk

of travel (Choi et al., 2016). By meeting tourists’ emotional and basic requirements,

destinations and tourists can build mutual trust (Roodurmun and Juwaheer, 2010). According

to the findings of a recent study, some tourist locations have been able to acquire the trust of

their visitors because of their open pricing policies and attention to detail in their landscaping.

As Table 8 showed, all the gathered data about the destination image has a verbal

descriptor of strongly agree, and just the third statement has a total average of 2.99, which is

the verbal descriptor of agree. Generally, the respondents strongly agreed that Gintung

Pakpak Ecopark has built a positive destination image for the people. Travelers have a high

impact on their experience of visiting the Gintung Pakpak Ecopark in their destination image.

This table shows the distribution of the respondents according to the questions that they

answered. The participants answer and give their destination image through the survey; they

share the expression of all objective knowledge, impressions, prejudices, imaginations, and

emotional thoughts an individual or group might have of a Gintung Pakpak Ecopark.

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Table 9

Average and Verbal Descriptor for Tourist Satisfaction

TOURIST
VERBAL
SATISFACTION
AVERAGE DESCRIPTOR

S1 3.39 SA

S2 3.01 A

S3 3.4 SA

S4 3.28 SA

S5 3.24 A

S6 3.11 A

S7 3.5 SA

S8 3.32 SA

S9 3.47 SA

S10 3.41 SA

As mentioned on the table above, most of the statements about the tourist satisfaction

have a verbal descriptor of strongly agree except statements 2, 5, and 6. As shown above, the

respondents both agreed and strongly agreed that they are satisfied with the services of

Gintung Pakpak Ecopark. From the destination itself, its amenities, and everything about it,

the respondents are satisfied.

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Researchers in the past agreed that satisfaction is causing the tourist return to the same

destination and sharing of positive word about the destination (Chen & Tsai, 2018). Dayour

and Adango (2019) abstracted that motivation of the tourists is significant influencing factor of

their intention to revisit, where overall satisfaction of the tourists plays the role of mediation. It

also explored the fact that, satisfied tourist either revisits the related destination or shares

positive word of mouth about the destination to other people. On the other hand, some other

studies argued that overall satisfaction is not a primary cause of revisit intentions of the tourist.

Um et al. (2019) abstracted that revisit intention has been regarded as an extension of

satisfaction rather than an initiator of revisit decision-making process. This study revealed that

perceived attractiveness, rather than overall satisfaction, is the most important indicator for

future revisit intentions. Bigné et al. (2021) underlined that tourism image is antecedent of

satisfaction, perceived quality, an intention to return and willingness to recommend to others,

but there is no direct relationship between tourist satisfaction and their intention to return.

The descriptive statistics of the respondents' responses to the questions about the

Gintung Pakpak Ecopark visitor satisfaction variable are displayed in the table above. Each

variable has its own table with its own values displayed for that particular variable. The

numbers are derived from 100 respondents' verbal description responses, which range from

strongly agree to disagree to strongly disagree. All of the findings of the questionnaire that are

shown are highly agree. The findings indicate that visitor satisfaction—especially at Gintung

Pakpak Ecopark—has a significant influence on whether or not visitors return. Offering top-

notch services increases the likelihood that visitors will have positive things to say about the

location. Tourists who are satisfied are more inclined to return to a location since they have

realized that they have found a place where they can unwind and enjoy their trip as a whole.
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Table 10

Average and Verbal Descriptor for Destination Loyalty

DESTINATION
VERBAL
LOYALTY
AVERAGE DESCRIPTOR

S1 3.36 SA

S2 3.35 SA

S3 3.45 SA

S4 3.34 SA

S5 3.29 SA

As presented above, based on the results above, all of the respondents strongly agreed

that they are loyal to Gintung Pakpak Ecopark because of its beauty, its scenery, and its

services to the people. Respondents strongly agreed that they are loyal to it as they show

appreciation and commitment to it.

Central to debate on the idea of the “Customer Loyalty” is the question of how the

‘customer loyalty concept’, and the often-associated meaning and use of the word ‘loyalty’,

are interpreted. A loyal customer is considered as the customer’ dedication towards any brand

or retailer (Chenini & Cherif, 2016). Loyal customers are committed. Therefore, retailers

develop customer loyalty through better customer services, positioning, featured product, and

database management (Levy, 2021). The term ‘loyalty’, within customer loyalty context, refers

to the extent to which customers are intended to be a frequent purchaser in the future
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considering the given provider as the sole priority for any prospective transactions (Colgate et

al, 2017).

The table above present the descriptive statistics of the respondent's answers to the

questions regarding the variable of destination loyalty in Gintung Pakpak Ecopark. There is

one table per variable, and the values are shown for each specific variable. The values are

based on the answers of 100 respondents on a verbal descriptor from strongly agree, agree,

disagree, and strongly disagree, where all the presented questionnaire results are strongly

agree. The quality of services that are provided by the staff to the tourists can be a factor in

attracting tourists to return to Gintung Pakpak Ecopark. In selecting an appropriate tourist

destination, loyalty is represented in connection with the decision of location to revisit, the

length of time and frequency of revisits, and the willingness of a tourist to recommend the

destination to others.
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CHAPTER 4

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

This chapter of the research presents summarized data from the results gathered and

obtained by the researchers. Further, this chapter presents the conclusions and

recommendations crafted by the researchers that are anchored to the study’s objective.

Summary of Findings

The summary of findings presents all data presented on Chapter 3 of the research. This

part of Chapter 4 summarizes all the results gathered from the survey administered by the

researchers.

Tourists’ decision to visit a certain place were being dictated by several factors which

include personal, social, emotional, spiritual, and even financial.

These factors greatly affect the decision of the tourists to visit a place or any tourist

destination.

The main objective of this study is to determine the factors that affect the decision of

tourists in choosing Gintung Pakpak EcoPark. Further, this study has examined on how does

these factors affect the choices and perceptions of the respondents regarding the above-

mentioned tourist destination.

With this, the following are the summary of all the results gathered by the respondents

from the survey that the researchers have administered.

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1. Based on the results of the demographic profile of the respondents, 56 out of 100

respondents are female and 44 are male. This indicates that, most of those who are fond of

visiting tourist destinations are female.

2. According to the results of the survey regarding the location of the respondents, 53

respondents were from Arayat and 47 were from neighboring places, municipalities, and

towns.

3. As for the age, most of the respondents were 18 to 25 years old which is 72% of the total

population. 18 out of 100 respondents were 26 to 35 years old. And only 10 respondents

were from the age group 36 to 45 years old. This means that, younger individuals are fond

of visiting and going to different tourist destinations or places because of the adventure and

adrenaline it provides them.

4. Based on the results of the survey, 37 out of 100 respondents mentioned that they have

heard of Gintung Pakpak EcoPark from their friends. 31 mentioned that they already knew

it and the place. 19 out of 100 respondents said that they saw some posts and information

on the different social media platforms regarding Gintung Pakpak EcoPark. 8 mentioned

that they heard about if from their family and relatives, and 5 mentioned that they heard of it

from their colleagues.

5. As for the number of times that the respondents have visited Gintung Pakpak EcoPark,

more than half of the population or 58 out of 100 respondents mentioned that they have

visited the above-mentioned tourist destination once. 21 said that they have visited it for

three times already. 20 out of 100 respondents three times already. 20 out of 100

respondents mentioned that they have visited Gintung Pakpak EcoPark twice. And only 1
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respondent out of 100 respondents mentioned that he/she have visited it for more than 3

times, specifically, 12 times.

6. As for the reasons of the respondents for visiting Gintung Pakpak EcoPark, 44 out of 100

respondents mentioned that they are visiting the tourist destination for leisure. To have fun,

enjoyment, and to enjoy the scenery. 41 mentioned that they want to try new things and

Gintung Pakpak EcoPark is one of the newest tourist destinations they have visited. 13 out

of 100 respondents said that they have visited the mentioned tourist destination for school

and academic purposes.

7. As for the perception of the tourists regarding Gintung Pakpak EcoPark, all of the ten (10)

statements have a verbal descriptor of strongly agree. This means that, the respondents

strongly agreed that the tourists have a positive perception towards the above-mentioned

tourist destination. Further, reviews posted online, environmental sustainability, availability

of outdoor recreational activities, local community’s involvement, natural experience, good

tourism attraction, uniqueness and excitement, friendly and helpful staffs, safe, are some of

the positive perceptions of the customers regarding Gintung Pakpak EcoPakr. Further, the

mentioned reasons were also the reasons why the respondents keep on visiting Gintung

Pakpak EcoPark and it greatly affect their decision in choosing the tourist destination.

8. Regarding the destination image, most or 9 out of 10 statements have a verbal descriptor

of strongly agree. The computed means are 3.46, 3.46, 2.99, 3.3, 3.46, 3.42, 3.53, 3.45,

3.48, and 3.47, respectively. This indicates that, the respondents strongly agreed that the

destination has a good image to the respondents or people. That Gintung Pakpak EcoPak

is accessible for everyone, it has a friendly and enjoyable environment, its facilities are
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well-maintained, it is an eco-friendly getaway, it offers a calm and serene atmosphere, and the

locals living near the destination are friendly, kind, and hospitable. This means that, Gintung

Pakpak EcoPark is able to create a positive and impactful image towards the tourists.

9. As for the tourist satisfaction, statements 2, 5, and 6 have a verbal descriptor of agree with

corresponding means of 3.01, 3.24, and 3.11, respectively. The respondents agreed that the

price of foods, activities, and entrance fee is affordable. There is still a hesitation among the

respondents regarding this matter. The respondents also agreed that the place is safe to

visit, and their accommodation rates are affordable and reasonable. The respondents

strongly agreed that the staffs are responsible, friendly, and helpful, facilities are clean and

safe, there are variety of activities that the destination offers, the respondents will speak

highly about the tourist destination to their friends and colleagues.

10. In addition, for the destination loyalty, all of the five (5) statements have a verbal descriptor of

strongly agree. This means that, the respondents agreed that, the staffs are hospitable, the

tourists will surely return to the destination, the tourists will enthusiastically recommend the

destination to others, the quality of the service is superb, and they would choose the

destination if they had to decide again. The computed means speaks for the claims and

results of the study.

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Conclusion

Based on the results of the study and the statement of the problem, the following are the

conclusions crafted by the researchers:

First, based on the demographics of the respondents, the researchers concluded that most

of the tourists who loved visiting various tourist destinations were female and were in their

younger years. This shows that females were fond of visiting different destination sites for

leisure, enjoyment, and photography in a literal manner.

Also, based on the results, the researchers have concluded that the locals were supportive

of their own. They always visit Gintung Pakpak Ecopark. And, the mentioned destination is also

known by many, especially those who are not from Arayat, where the destination is located and

situated.

The researchers also concluded that people were informed and given ideas regarding

Gintung Pakpak Ecopark because of the people around them through social media posts and

information. Further, the researchers concluded that people chose to visit such destinations and

others for leisure purposes. To have fun, to enjoy the beautiful scenery, to try delicacies and

foods, to try different recreational and outdoor activities, and to enjoy the destination itself.

Additionally, the researchers concluded that the respondents strongly agreed that tourist

perception, destination image, tourist satisfaction, and destination loyalty were the factors that

affected the decision of the respondents or of the tourists in choosing Gintung Pakpak Ecopark.

Moreover, the researchers concluded that the values of the mean presented show that the

mentioned factors really were the reasons why the respondents or tourists are still choosing

Gintung Pakpak Ecopark.

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Generally, the researchers concluded that, based on the results of the survey administered

by the researchers, Gintung Pakpak Ecopark is a great tourist destination that offers a variety

of services to the people. From its amenities, equipment, ambiance, foods, scenery, and the

like. Gintung Pakpak Ecopark is a place where beauty and environmental preservation collide

as one.

Recommendation

Based on the results of the study and the conclusions crafted by the researchers, the

following are the recommendations crafted by the researchers to further improve the study and

to further enhance and develop the growth of knowledge. Further, these recommendations can

also help Gintung Pakpak EcoPark to further improve its services to the people.

1. For the Local Government Unit, the officials of the municipal government of Arayat should

have strategic planning and innovations on how to further improve the offerings and services

of Gintung Pakpak Ecopark in Arayat. Also, the LGU should have plans on how to promote

the tourist destination and make it one of the top tourist spots in Arayat.

2. For the Management of Gintung Pakpak Ecopark, the researchers would recommend

that, the management should focus on providing services to the people that are affordable,

reasonable, and worthy. Moreover, the researchers would recommend to the management

of the tourist destination to continuously improve their services to attract and entice more

customers, which will be of great help for the company to grow. That the management

should offer other ways such as promotions, discounts, activities, and others, which will

attract more customers and visitors.

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3. For the Tourists, the researchers would recommend that, tourists should be vigilant,

respectful, and should abide by the rules of the tourist destination. Those tourists should be

responsible tourists. That basic proper waste segregation and disposal should be followed,

proper usage and utilization of the destination’s materials and equipment should be adhered

to, and tourists should be accountable to everything.

4. For the Tourism Students, researchers would recommend that, the tourism students should

study further the mentioned tourist destination and have a deep and thorough research about

it. Provide information to the people, disseminate information regarding Gintung Pakpak

Ecopark, and to provide and propose activities that the tourist destination can do and can

offer to the people and to the tourists.

5. For the Future Researchers, this research can help the future researchers have an in-depth

understanding of the Gintung Pakpak Ecopark. Further, the future researchers can utilize

and use this study to examine the factors that affect the decision of the tourists. That the

future researchers can use this study as a basis in doing another study or research and to

focus and examine other variables aside from the factors.