Reyes, Noah agatha Rielle D. and Seon, Ju Hyun and Dekit, Patricia Abigail B. and Masanque, Jerome E. and Ladiana, Cherilyn A. (2011) Perception of tourism stakeholders in utilizing jeepney as atool for tourism promotion of Tagaytay Picnic Grove. Undergraduate thesis, De La Salle University-Dasmariñas.

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Abstract

Summary of Findings This study assessed the perception of the primary tourism stakeholders in Tagaytay City for utilizing jeepneys as a tool for tourism promotion of Picnic Grove. Specifically the proponents tried to identify how the perceptions of the tourism stakeholders affect the output of the study by setting the following objectives; 1. How do the respondents observed the problems of utilizing jeepneys as a tool of promoting Tagaytay Picnic Grove? 2. What possible solutions must be employed to solve such problems? 3. How do the respondents assessment compare? 4. Based on the respondent’s response, what probable promotional plan can be develop to promote the destination? The study utilized the descriptive kind of research with questionnaires used as instruments to measure the hypothesis. The result of the survey was tallied and tested by computing for the weighted mean and Tukey HSD. On the basis of the data gathered in relation to the statement of the problem, the following were the significant findings: 1. Problems Observed by the Respondents. 1.1. Among the ten (10) problems noted by the researchers, the top three that were usually observed were the following; Lack of understanding about the economic importance of tourism (3.07), Directive signs and signboards going to Tagaytay Picnic Grove are unclear (3.06), and Improper screening for qualified jeepney operators (3.01). The one who got the less observed problem was Poor condition of jeepneys traveling in and out of Tagaytay (2.28). Also, based on the findings the Total weighted mean of stakeholder’s responses on the observed problem was 2.95. This signified that the problems noted by the researchers were also observed by the respondents. 2. Solutions Perceived by the Respondents. 2.1. Out of the ten (10) noted solutions by the researchers, the top three strongly agreed solutions were the following; Improvement of jeepneys conditions through proper maintenance (3.44), Clearer directive signs and signboards going to Tagaytay Picnic Grove (3.40) and Make sure the promotional materials are properly installed for the security of tourists (3.33). The solution that was least prioritized by the respondents was the; Additional funds for tourism promotion (3.17). Also, based on the findings the Total weighted mean of stakeholder’s responses on the possible solutions to such problems was 3.30 which signify that the respondents agree with the solutions noted by the researchers. 3. How do the respondents assessment compare 3.1. At 95 percent confidence, analysis of variance yielded significant difference between the four groups in consideration, on the average. To see what groups differ significantly with each other, a Post hoc Tukey test was done. When Tukey’s critical value (0.265) was compared to mean difference, and appeared that it was higher than the critical value, the difference was considered significant. Consequently, the Sig. values showed that there were significant differences when the Sig values were below 0.05. The results yielded CPD/TPG Employees and tourists were significantly different from each other. Likewise, business owners and jeepney operators yielded significantly different responses. 3.2. At 95 percent confidence, analysis of variance yielded significant difference between the four groups in consideration, on the average. To see what groups differ significantly with each other, a Post hoc Tukey test was done. When Tukey’s critical value (0.165) was compared to mean difference, and appeared that it was higher than the critical value, the difference was considered significant. Consequently, the Sig. values showed that there were significant differences when the Sig values were below 0.05. The results yielded Tourist’s responses were significantly different with other groups in consideration. These results also suggested that the perception of CPD/TPG employees, business owners, and jeepney operators on what solution to do for tourism were the not significantly different with each other. 4. Probable marketing plan that can be develop to promote the destination 4.1. Based on the findings, the respondent agreed on the solution about the observed problems of the study. This signified that Jeepneys can be use as a tool for tourism promotion of Tagaytay Picnic Grove. The researchers then created a marketing plan that used jeepney as a tool for marketing the said destination. CONCLUSION Based on the findings, the researchers come up with the following conclusions: 1. There were three major observed problems by the respondents and they were the; unclear directive signs and signboards going to Tagaytay Picnic Grove, improper screening for qualified jeepney operators and the lack of understanding about the economic importance of tourism which was the top observed problems. 2. The respondents perceived that the 1st priority that they wanted to give a solution among the problems noted by the proponents was the improvement of jeepney’s conditions through proper maintenance. However, the respondents seem to have not notice a big problem with the way jeepney’s were maintained being only their 10th observed problem. This suggests that though it was not a big problem for them, it would still be best if jeepneys will be improved 3. Therefore, the findings rejected the null hypothesis that stated that, there was no significant difference among the perceptions of tourism stakeholders in utilizing jeepneys as a tool for tourism promotion of Tagaytay Picnic Grove. 3.1. Consequently, there was a need to reduce the differences since agreement across stakeholder’s interests increased, so thus the probability of support and cooperation increase. 3.2. Consequently, the researchers should had just focused more on the perception of the Jeepney operators, CPD/TPG employees, and business owners since they were in charge on the management side of the study’s output especially once it has been implemented. 4. A Proposed Marketing Plan for Tagaytay Picnic Grove was created and utilized Jeepneys as a Tool for Tourism Promotion. RECOMMENDATIONS After a thorough analysis of data, the following recommendations were hereby made: 1. Further studies should be conducted to improve on the accuracy of the survey results and the whole study. This may be done through increased sample sizes, and additional related research literature that would support the study. 2. Due to the constraints on time, the research scope was minimized to accommodate a small sample size. Should further research are to be done in the future, the researchers would like to increase the population size and survey sample not only in Tagaytay but also in the neighboring towns. 3. Adding several questions to determine whether the sample would like to the program to be implemented would provide an insight on the willingness of the samples to initiate and participate. 4. Future researchers may establish a cost-benefit analysis for further studies. This is to provide more detail on the possible costs and expected returns in investments. This will improve the output and provide more detail on the financial and operational viability of the program. 5. An actual implementation of the program would be beneficial in determining the validity of the study. This could be done in a smaller scale, starting with a small De La Salle University - Dasmariñas xvi group of jeepneys outfitted with the initial designs as provided in the sample marketing program output. 6. With much hope, should the initial test phase be successful, the researchers would like to adapt the program to a city-wide initiative for the promotion of Tagaytay City and not just Picnic Grove alone. 7. Continuous promotion is highly recommended, even if a destination is already well known. It is important that promotion will continue since competition in the tourism industry is widespread. Thus, it may equate in continuous increase not only in public funds but also with the interest of its locality to benefit from tourism advancement. 8. As tourism advances, Jeepney operators may be able to develop a systematic model for innovativeness in designing jeepney as their subject for mobile marketing as there is an increase in the need for development of marketing plan for tourism in Tagaytay Picnic Grove. In simple terms: INNOVATIVENESS = RESOURCEFULNESS + ADAPTABILITY.

Item Type:	Thesis (Undergraduate)
Additional Information:	TM 034 2011
Subjects:	H Social Sciences > HE Transportation and Communications
Users:	College of Tourism and Hospitality Management > Tourism Management
Depositing User:	Users 4 not found.
Date Deposited:	27 Feb 2016 04:15
Last Modified:	30 Oct 2024 01:55
URI:	https://thesis.dlsud.edu.ph/id/eprint/2453

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