Boongaling, Allyn Jane

De Villa, Dindi Eloise

Deyparine, Moses Julius
Sison, Nikki Genesis

TRAVEL EXPERIENCES OF YOUNG TOURISTS INFLUENCING SATISFACTION

AND LOYALTY IN NUVALI, STA. ROSA, LAGUNA

CHAPTER 1

INTRODUCTION (introduction is good!)

Having initial expectations towards quality and type of service that a certain
destination has to offer is common for tourists. As the country continue to grow its
tourism industry by developing and discovering attractions, the tourists tend to seek for
something new as they wish to gain new experiences that can give them satisfaction.
When their expectations are met, that is the time that the level of satisfaction can be
determined. Assessing tourist's satisfaction can help destination planners improve their
work on enhancing visitors' travel experience, shaping the quality of existing products
and services and changing the guideline for effective destination marketing strategy
(Bramwell, 1998; Kozak & Rimmington, 2000; Meng, Tepanon, & Uysal, 2008; Yoon &
Uysal, 2005). Through these, it will create a large impact on a tourist's satisfied
experience and intention to revisit to the destination. When the overall experience of a
tourist exceeds or meets their initial expectations, tourists can now be considered as
satisfied. (Akama and Kieti 2003). There are plenty of tourism studies regarding the
factors affecting the overall level of tourist satisfaction. It can be viewed from two
perspectives: theoretical and practical perspective. It was found that the pleasure and
arousal dimensions positively influence tourist satisfaction (Bign, Andreu and Gnoth
(2005). Some studies included personal values and perceived past experience quality
as direct factors of satisfaction (Chen and Chen, 2010; Rojas and Camarero, 2008).
When it comes to practical perspective, tourist satisfaction can be affected by: lodging,
food, shopping, attractions, activities and events, environment, accessibility, price,
culture, climate and image, nature, lifestyle, history, service, tourist facility, sanitation,
nightlife, availability of English language, and value for money (Chi and Qu, 2008;

Heung and Cheng, 2000; Heung and Qu, 2000; Kozak and Rimmington, 2000). Getting
loyalty from tourists can create huge benefits for a certain destination. It allows for a
continuous stream of profit, reduces marketing and operating costs, increase referral,
and are immune to competitors promotion efforts (Reichheld and Teal, 1996). There are
factors that influence visitors loyalty particularly destination image, service quality,
demographic characteristics, past experience and visitor's satisfaction as well (Assaker
et al., 2011; McDowall, 2010; Campo-Martinez et al., 2010). Having intention to revisit
and willingness to recommend a certain destination are some of the predictors of visitor
loyalty.
Being one of the desired tourist destination nowadays and the largest thriving
eco-city located in Santa Rosa, Laguna, NUVALI continues to amaze lots of tourist as
the they keep presenting a more fun, exciting and eco-friendly amenities. NUVALI leads
the way towards a brighter future with a city thats environmentally, economically and
socially sustainable, allowing both people and nature to thrive harmoniously (Nuvali,
2014). NUVALI was once a massive sugar plantation in the 1900, this vast Laguna land
was purchased by Jose Yulo in 1948. When AyalaLand and the Yulo family came
together they convert this 1,860 hectare land in Canlubang & Santa Rosa Laguna to a
wholly sustainable community (Nuvali, 2010). Nuvali's vast topography is surrounded by
flourishing local communities, shops, schools, sports centers, parks and hospitals that
will make the guests, residents and future residents comfortable, relaxed and contented
with the destination. (choose only the information that should be in the introduction. the
other specific details should be placed in the body of the paper)
As NUVALI continue to gain its popularity by its eco-friendly facilities and
services, reaching and exceeding the expectations of the tourist must be maintained in
order to make sure that they are satisfied and are willing to revisit the destination. The
over-all purpose of this study is to determine the factors affecting the satisfaction of
young tourists and its intention to revisit based on their experiences with the destination.
This paper attempts to determine the relationship of visitor's satisfaction with loyalty and
its importance in coming up and providing tourist with a good travel experience. Further,
this paper also aims to identify the factors influencing the tourist to visit NUVALI and
how frequent do they visit the destination.
TRAVEL EXPERIENCES OF YOUNG TOURISTS INFLUENCING SATISFACTION
AND LOYALTY IN NUVALI, STA. ROSA, LAGUNA

((((Note:

1. relationship of visitor's satisfaction with loyalty and its importance in coming up and
providing tourist with a good travel experience (this is important na dapat itinanong sa
SOP, you can add #5)
2. the factors influencing the tourist to visit NUVALI (where in your SOP can this
objective be attained? parang wala sa SOP 1-4) and how frequent do they visit the
destination.
Look at 1 and 2. Nacapture ba nya ang essence ng title nyo? For me, I think this needs
revising))))

STATEMENT OF THE PROBLEM:

(((questions:
1. what do you mean by travel experiences? nacapture ba ng SOP 3 or for
facilities and services lang yun?
2. bakit walang SOP about loyalty?
3. wala ding tanong about how travel experiences can be related to loyalty and
satisfaction?))

This study will aim to determine the factors influencing the satisfaction and loyalty of
young tourists based on their experience in Nuvali, Santa Rosa, Laguna. Specifically, it
aims to seek answers to the following questions:

1.) What is the profile of the visitors in terms of:

a. Age
b. Gender
c. Type of Guest
d. Place of Residence
e. Trip Characteristics
f. Frequency of Visit

g. Nationality

2.) What is the level of satisfaction and loyalty of the respondents in terms of:
a. Lodging
b. Food
c. Attractions
d. Shopping
e. Activities and events
f. Climate and image
g. Environment
h. Service and facilities

3.) How can one measure loyalty towards the destination effectively?

4.) How can travel experiences be related to loyalty and satisfaction?

5. ) What are the factors that might influence the tourist to visit the destination?

6.) How does the profile of the respondents relate to the perception of their satisfaction?

7.) What is the relationship of visitors satisfaction with loyalty that is significant in
providing a good travel experience?

Significance of the Study

This research will be beneficial to the following:

For the researcher

This would help the researchers to gain knowledge and discover new things as
they seek for data and information that can make their research reliable.

For the tourists

This study would give tourists awareness on what NUVALI has to offer like some
of its certain activities that will surely enjoyed by everyone.

For the young tourists

The research will benefit the young tourists for the main focus of the study is their
satisfaction in Nuvali, Sta. Rosa Laguna. The study will surely gather information that is
fitted to the young tourists and it will also focus on the concerns of the young tourists
regarding Nuvali which will then surely bring favor and benefits to the young tourists.

For the management of NUVALI

This study intend to collect feedback from tourists in order for them to identify the
actions they have to undertake in order to provide and satisfy the needs and wants of
tourist by providing them with better quality and type of services and facilities.

For the local tourists

The research is in significance for the local community. The study is connected
or somehow it will tackle about the economy of Nuvali, Sta. Rosa Laguna that will then
be able to help the local community for its improvement or maintenance.
For the local community
For the local tourists, the research will benefit them through the information that
will be gathered in the study. The proponents believe that the study will somehow help
to solve the existing problems in the said location which is really essential in the part of
the local tourists.

For future researchers

This study will serve as a guide or a key for future references regarding the same
subject matter.

Chapter 2: (please do your chapter 2 draft na na)

Chapter II

Review of Related Literature

Young Tourists

The young tourists have higher expectations to receive different services but they
have lower budget endowment for tourism (Nash, Yhyne & Davies, 2006). Given that
the young tourists have different preferences from the other kinds of tourists, they prefer
exciting or which sometimes appear as risk-taking situation in tourism and travel
(Sweeting & West, 2003). Under such situation, the tourism managing authority
imposes restriction for the young tourists to retain goodwill and also to ensure their
security. But this type of restriction is not wanted by some of the tourists because they
usually become dissatisfied to what services that the management authority provides
(Hughes et al., 2008). It is observable that one of the most important tourist
communities is the young world tourist community and to continue the growth of the
number of visitors, it is important to give highlight on the service quality. To look ahead
on the actual requirements of the young tourists, focus should be given on their present
state of service satisfaction.

Tourist Satisfaction

In the hospitality and tourism industry, satisfaction is defined as " a positive

perception or feeling that tourists develop or obtain by engaging in recreational activities

and is expressed as the degree of pleasure derived from such experiences (Beard &
Ragheb, 1980). There are many ways to define satisfaction but it is generally
determined as a post-purchase construct that is associated to how much a consumer
likes or dislikes a service or product after experiencing it (Fornell, 1992; Gundersen et
al., 1996; Woodside et al., 1989). In addition to that, satisfaction was recently defined as
an individuals cognitive-affective state derived from a consumer experience (Bosque &
Martin, 2008). A tourist can be considered as satisfies when they are more likely to
return to the same destination and are willing to share their positive experience with
friends and family (Alegre & Garau, 2010; Bigne et al., 2001, 2005; Bitner, 1990; Chi &
Qu, 2008; Dick & Basu, 1994; Gallarza & Saura, 2006; Hui & Wan, 2007; Kozak, 2001;
Kozak & Rimmington, 2000; Oliver, 1999; Ross, 1993; Um et al., 2006; Yoon & Uysal,
2005). A tourists will only acquire positive experiences if the tourism attributes satisfy
visitor needs. There are several studies that shows how tourist can be satisfied. Being
one of the necessary components of any business strategies, tourist satisfaction is said
to be the major indicator of any destination's performance and its financial results.
(Vetitnev et al,. 2013)

Customer Loyalty

In the tourism industry, satisfaction is the main determinant of loyalty. (Alegre and
Juaneda, 2006; Bodet, 2008). Oliver (1999) defined loyalty as a "deeply held
commitment to re-buy or re-purchase a preferred product or service consistently in the
future, despite situational influences and marketing efforts having the potential to cause
switching behavior. Loyalty towards a destination can be determined by two major
indicators that are being used and that the tourist intention to revisit and their
recommendations of the place (Oppermann, 2000; Yoon & Uysal, 2005). From these
two indicator, repeat visitation is considered as a strong determinant of future behavior
(Mechinda et al., 2009, Sonmez & Graefe, 1998) although intention to visit a particular
destination can be influenced by other situational factors.

Measurement of Tourist Satisfaction

According to the study of Pizam and Milman 1993; Danaher and Arweiler 1996;
Weber 1997; Petrick 2004; Chen and Tsai 2007 tourist satisfaction has been the central
concept in any academic debate in the tourism literature. There are two major
approaches that can be used to measure tourist's satisfaction. These are

disconfirmation theory and performance-only approach. Disconfirmation theory talks

about the post-purchase concept which is a comparison between pre-travel
expectations with actual travel experience. It is where satisfaction arises when
consumer's compare their perceptions with their initial expectations. The consumer can
be defined satisfied when perceived performance is greater than expectations and if
perceived performance falls short of expectations, it will result to customer
dissatisfaction. (Yksel and Yksel, 2001) The tourists prefer to visit a certain
destination to consume the products or experiences that it offers, to have a good
memories to share with their friends and they form their judgment of the destination by
comparing their expectations. Performance-only approach is considered as the tourist's
evaluation of destination attributes. It can be regarded as an evaluation of the quality of
destination performance, where tourists are satisfied not only with what they
experience (how they were served and treated at a destination) but also how they felt
during the service encounter (Baker and Cromptoon, 2000)

Measurement of Visitor's Loyalty

Based on the study of Jacoby & Chestnut (1978), loyalty can be measured by
three approaches namely: (1) the behavioral approach, (2) the attitudinal approach and
(3) the composite approach. The behavioral approach is formed on actual consumption,
such as sequence of purchase, proportion of patronage and probability of purchase.
This approach only produces the sattic outcome of the dynamic process, and does not
explain the factors affecting loyalty (Dick & Basu, 1994; Yoon & Uysal, 2005). According
to Dick & Basu, 1994; Yoon & Uysal (2005) when loyalty measures the strength of
affection of a consumer towards a brand it is called the attitudinal approach. It is based
on the preferences of the consumer or its intention to buy the brand. Lastly, composite
approach is an integration of behavioral and attitudinal approach. It has been most
widely used in explaining tourists' future behavior. (Baker and Cromp,2000; Bign et al.,;
Kozak 2001, 2003; Petrick 2004; Lee et al. 2005; Chi and Qu 2008). Some of the
predictors of visitor loyalty is revisit intention and willingness to recommend.

Relationship between Customer loyalty and Satisfaction

A meta-analysis conducted by Szymanski and Henard (2001) finds that

satisfaction explains less than 25 percent of the variance in repeat purchase. More
precisely, the relationship between the customer satisfaction and loyalty is likely
depending on the industry or the presence of numerous factors such as mediators,
moderators or both to the relationship. While they state that satisfaction increases
customer loyalty and influences future purchase intentions and behaviors, they do not
directly examine this relationship. They do not provide experimental generalizations
regarding the association of customer satisfaction & loyalty. The relationship between
the customer satisfaction and loyalty intention is strongly affected by the presence of the
moderators (Baron and Kenny, 1986) that can strengthen or weaken the association.
However, other predictors of loyalty are significant and can have a stronger explanatory
power than satisfaction (Capraro, Broniarczyk and Srivastava, 2003; Ittner and Larcker,
1998)

Factors Affecting Customer Loyalty & Satisfaction

Customer Satisfaction can be assessed by the experience of the tourist either

meets or exceeds expectations. According to Yuksel (2002) tourist satisfaction is wellestablished, lomh standing research. However, Kozak (2001) summarized approaches
to analyze tourist satisfaction: expectation performance, importance performance,
disconfirmation approach and performance approach. In addition to the factors affecting
tourist satisfaction, there are convenience and tourist products of destination, quality of
service, safety, previous experience and expectations, tourist activities and destination
image. In the study of Oh & Parks (1997) they identified nine theories of customer
satisfaction: expectancy, disconfirmation, assimilation or cognitive dissonance, contrast,
assimilation contrast, equity, attribution, comparison level, generalized negativity &
value. In particular to the other factors influencing destination loyalty, there are
demographic characteristics, past experience, destination image and service quality
(Assaker, 2011; Mcdowall, 2010) and the visitor satisfaction is one of the important
predictors.

Theoretical Framework (what is the name of this theory and who is the main
proponent? please include.)

This theory is based from the study of Aise Kyoungjin Kim and Graham Brown that
shows the positive relationship between the individual's background characteristics and
perceived evaluation of travel experience attributes to overall satisfaction and
destination loyalty of tourists. In this theory, it is assumed that overall satisfaction and
destination loyalty are directly influenced by both attributes. (reference pls)