FIRSTCITYPROVIDENTIALCOLLEGE

City of San Jose del Monte, Bulacan

FIRST CITY PROVIDENTIAL COLLEGE

Unveiling the Service Management of Innovation

Tourism Industry towards Enhanced Tourist
Experience and Satisfaction

A Research Paper Presented to the Faculty of the

Bachelor of Science in Tourism I
Program College of Business Management

In Partial Fulfillment
Of the Requirements for the Course
Research in Tourism I

By:

LAZARO, KIM NAOMI S.

MONTERDE, JADE FELICITY J.
MANUEL, KRISTINE MILES R.
 LIST OF TABLES

Table 1. Numerical and Interpretation Scale: Degree of Satisfaction 30

LIST OF FIGURES

Figure 1 Expectancy Disconfirmation Theory 4

Figure 2 Conceptual Framework 6

Figure 3 Tanaw Farm and Resthouse in Mt. Balagbag 9

Figure 4 Map of Tanaw Farm and Resthouse 23

Figure 5 Flowchart of the Research Process 26

Figure 6 Weighted Mean Formula 30

 APPROVAL SHEET

This Research Paper entitled “Unveiling the Service Management of Innovation

Tourism Industry: The Role and Effect of Tourist Experience and
Satisfaction” prepared and submitted by Kim Naomi Lazaro, Sheena Lalaine
Canedo, and Jade Felicity Monterde has been approved and accepted as partial
fulfillment of the requirements for the Degree, Bachelor of Science in Tourism
Management.

Alan Lancelot D. Makasiar, MBA

Research Adviser

Panel of Examiners

Approved and accepted by the Committee on Oral Examination with the grade of
on March 29, 2023

PANEL 1

PANEL 2

PANEL 3

Dr. Anne Michelle J. Naig, CHP

Dean, College of Business Management
 ACKNOWLEDGEMENT

The researchers would like to acknowledge those individuals that have been part of this
research paper and gave their full support in making this research study.

First and foremost, we would like to thank God, who gave us knowledge, strength,
courage, and skills to use and be able to finish this study.

The researchers would also like to thank their research adviser, Mr. Alan Makasiar, for
giving instructions on what needed to be done in this research to the experts, our professors,
who were involved in the validation of the research survey questionnaires.

We also appreciate our loving family that, even though they have no idea what we are
doing, they support us without asking questions, give us encouragement, and shower us with
love, faith, and support to do this study. We are very thankful for them.

Lastly, we would also like to thank ourselves for doing everything we can, giving our
very best in each chapter, and not giving up.
 DEDICATION

This research paper is dedicated to our beloved families, who instilled in us the desire
to learn and made sacrifices so we would have access to a high-quality education at an early
age. Thank you for your unending support and understanding.

To those aspiring flight attendants and students who will pursue business
administration, just continue your dreams and make the world you deserve.

And to our classmates who experience the same feeling and endure the same thing while
making their own research paper, we are all going to make this.

Lastly, to God, who always gives us strength, unending knowledge, and courage to
continue the process of making this research paper. This research paper is a work of self-
restraint, creativity, and sacrifice.

What makes this research paper difficult is the time constraints and conflicting
schedules of the researchers throughout the creation of this paper. We are grateful to continue.
 TABLE OF CONTENTS

Titlepage ........................................................................................................ i
Abstract .......................................................................................................... ii
List of Table ...................................................................................................
xiii
List of Figure.................................................................................................. xviii
Approval Sheet............................................................................................... xx
Acknowledgement ......................................................................................... xxi
Dedication… ..................................................................................................
xxii
Table of Contents ........................................................................................... xxiii
CHAPTERI: PROBLEM AND ITS BACKGROUND ........................................ 1
Rationale… .................................................................................................... 1
Theoretical Framework .................................................................................. 4
Conceptual Framework… .............................................................................. 6
Statement of the Problem … .......................................................................... 8
Hypothesis ..................................................................................................... 8
Scope and Delimitation .................................................................................. 9
Significance of the Study ............................................................................. 10
Definition of Terms….................................................................................. 12
CHAPTERII: REVIEW OF RELATED LIRERATURE AND STUDIES........ 13
Conceptual Literature..................................................................................... 13
Research Literature ........................................................................................ 16
CHAPTERIII: RESEARCH DESIGN .................................................................. 23
Research Method Used .................................................................................. 23
Locale of the study… ..................................................................................... 23
Respondents of the Study…........................................................................... 24
Instrumentation .............................................................................................. 25
Data Gathering Procedures ............................................................................ 26
Statistical Treatment of Data… ..................................................................... 28

BIBLIOGRAPHY .................................................................................................... 31
APPENDICES .......................................................................................................... 35
Survey Questionnaire .................................................................................... 35
CURRICULUM VITAE .......................................................................................... 40
 CHAPTER 1

PROBLEM AND ITS BACKGROUND

Rationale

One of the industries that has been heavily affected by the COVID-19 outbreak is the
tourism sector. The World Tourism Organization estimates that 100 to 120 million jobs could be
at risk due to the shutdown of borders, airports, and hotels, as well as limits on big events, land
travel, and related services globally. According to Skare et al. (2021), the COVID-19 pandemic is
distinct from prior crises that the tourism sector has faced, hence the recovery of the organization
will take longer than the average anticipated recovery period of 10 months. Aside from that, Bakar
& Rosbi (2020) revealed that the COVID-19 causes public panic, which lowers demand for the
tourism industry.

As stated by Rahman et al. (2021), the COVID-19 outbreak has had a significant effect on
perceptions of travel risk and management. However, Sharma et al. (2021) claimed that utilizing
such inclusive resilience as government response, technology innovation, local belongingness, and
consumer and employee confidence, the travel and tourism sector may change into a new global
economic order characterized by sustainable travel, society’s wellbeing, climate action, and
community involvement. Vaccines have also been created to stimulate the body's immune response
against diseases that helped travelers or tourists have access to many places. Researchers
documented that vaccination propels tourism participation. The results provide essential insights
for the recovery of the tourism industry. (Garcia & Pino, 2022).

Considering that the tourism sector is one of the largest and fastest-growing industries
globally; thus, a significant effort should be made to proactively address tourism in order to help
the industry recover socio-economic stability after the pandemic. Innovative solutions focusing on
safety and sanitary precautions, as well as the unity of medical facilities in order to exceed the
expectations of the public. (Andjela, n.d.)

People enjoy traveling because it gives them the opportunity to discover new things, make
memories, and develop new insights about the world. According to Divisekera & Nguyen (2018),
foreign ownership, followed by market competition, business size, and environment, are the main
institutional factors. The findings offer unique ideas on the purpose and results of the various inputs
as well as related institutional elements that motivate innovation efforts by tourism enterprises.
Travel can be a valuable tool for innovation in the tourism industry. By exposing industry
professionals to new ideas, cultures, and practices, it can inspire creativity and lead to the
development of new and innovative products and services.

The primary goal of innovation is to improve customer service, products, and customer
satisfaction. Because company success is strongly linked to innovation, its goal is to improve
customer service and loyalty, increase productivity, reduce costs, and create opportunities in the
face of each challenge. In organizations, innovation is frequently viewed as a solution and a source
of value creation. As a result, organizations use innovation to gain a competitive advantage. The
positive outcomes of service innovations increase customer satisfaction. In fact, it is necessary to
improve and increase the quality of services through innovation. It is important that customers are
satisfied when they receive what they expect, because customer satisfaction is an important path
to ensuring the success of new services. (Cabral & Marques, 2020).

Meanwhile, a large body of literature has focused on fresh and innovative ideas. Many
studies have inquired into technological innovation, hygienic and safety measures, addressing
elderly needs, and the quality of services. Nevertheless, although there were many studies
conducted about fresh and innovative ideas, there were no studies published unveiling the
innovation in some resorts, to be specific, the Tanaw Farm & Resthouse. This study will endeavor
to unveil innovation by means of transportation, cost, and staff’s services on the tourists in Tanaw
Farm & Resthouse. Innovation is the key to success, especially in the tourism industry. In
accordance with MySmartJourney (2022), to increase efficiency, control expenses, and maintain a
competitive advantage, the travel and tourism industry must consistently implement innovative
tactics.

In this study, the researchers aim to unveil the innovation by examining the level of
satisfaction and experience of the tourists at Tanaw Farm & Resthouse. It allows the tourist to
express their satisfaction and experiences with the services and products of Tanaw Farm &
Resthouse. The purpose of this study is to determine how well the TanAw Farm & Resthouse
service management has innovated to meet tourist satisfaction and expectations. in order for the
owner to know how to improve its service management. This research will be helpful to everyone,
especially to future tourists who are first-timers and also to business owners in the tourism industry,
so they can be aware of their customer satisfaction. The researchers will conduct this research at
TanAw Farm & Resthouse to accumulate the survey responses of visitors and tourists to Tanaw
Farm & Resthouse.
Theoretical Framework

Figure 1: Expectancy Disconfirmation Theory

The figure above shows the theoretical framework used in this study. In 1980, this theory
was developed by Richard Oliver and called "Expectancy Disconfirmation Theory." It explains
why customers' satisfaction or dissatisfaction with the services depends on how well the services
perform in relation to predetermined performance standards. According to the theory, predictive
expectations are the predetermined standards of the customers. As a result, there are three possible
results from the comparison for this theory. The first is positive confirmation, which happens when
a business concentrates on its output rather than comprehending the predetermined expectations.
The "zero" confirmation comes next. It takes place when a business exactly matches its customers'
expectations. Last but not least, negative confirmation happens when a business's performance falls
short of its customers' expectations and results in unhappy or unsatisfied customers. (Oliver,1980)

When innovative products or services become available to consumers and the company
changes how consumers perceive its ability to meet their demands, innovation results in customer
satisfaction. As stated by Purwanto (2022), organizational citizenship behavior has a significant
impact on performance, organizational citizenship behavior has a significant effect on satisfaction,
innovative work behavior has a significant result on job performance through satisfaction, and
innovative work behavior has an outcome on performance through satisfaction.
In addition, the study by Hollebeek and Rather (2019) revealed that customer satisfaction,
cocreation, advocacy, and behavioral loyalty intent are all significantly affected by the
innovativeness of the services provided.
 Conceptual Framework

Input Process Output

This study aims to examine the satisfaction and The researchers Customers' and
experience of the tourist in Tanaw Farm & will be gathering visitors of Tanaw
Resthouse. Thus, answering the following data using the Farm &
questions to support the claim: following Resthouse San
research Jose Del Bulacan
1. What is the demographic profile of the instruments.
respondents in terms of:
1.1. Age To determine the
• Survey
1.2. Gender Question level of
1.3. Address naire satisfaction and
2. How do the respondents assess the effect of Tanaw
• Close-
Farm &
Service Management of Tanaw Farm & ended Resthouse service
Resthouse in terms of: Questions management and
2.1. Staff’s Services
• Paper innovation to the
2.2. Cleanliness and Maintenance Surveys tourist, when it
2.3. Amenities and Facilities Method comes to
3. How do the respondents assess the experiencing their
• Random
Tourist Satisfaction in terms of: Probabilit products and
3.1. Transportation y services.
3.2. Cost Sampling
3.3. Accessibility
• Percentag
4. Considering the result that were found, e
what are the Service Management of Formula
Innovation did the researchers unveil?
5. What action plan will the researchers
propose in order to enhance Tourist
Satisfaction and Experience?

Feedback

Figure 2: Conceptual Framework

 The diagram above serves as the framework for all the variables and offers researchers
useful data. As it illustrates the connections between tourists and tourist satisfaction. The
framework used a system approach: Input, process and output, to unveil the service management
and innovation in Tanaw Farm and Resthouse. (Cabral & Marques, 2020.) stated that it is important
that customers are satisfied when they receive what they expect, because customer satisfaction is
an important path to ensuring the success of new services.

Figure 2 showed conceptual framework wherein the input consists of demographic

information of the respondents such as their age, gender and address. It also includes some of the
questions that need to be answered. In addition, the process presents how the researchers will be
gathering data in order to support the claims of the research. It uses a survey that contains
closeended questions and will be conducted through online and face-to-face. A Google form will
be used for those tourists who have already visited the Tanaw Farm and Resthouse, and a printed
form will be used for those tourists who will go to that place. The researchers will use random
probability sampling in gathering data from the respondents in Tanaw Farm & Resthouse. The
two formulas or the statistical tools the researchers used are percentage formula and Slovins
method. Furthermore, the output defined the main objective of the study which is To determine
the level of satisfaction and effect of Tanaw Farm & Resthouse service management and
innovation to the tourist, when it comes to experiencing their products and services. The
researchers wanted to know what are the reason of the respondents when decided to experience the
Tanaw Farm & Resthouse and what day do the respondents most preferred to go, and how satisfied
are they as a tourist while experiencing the product and services of Tanaw Farm & Resthouse.
Statement of the Problem

This study aims to examine the satisfaction and experience of the tourist in Tanaw Farm
& Resthouse. Thus, answering the following questions to support the claim:

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

1.1. Age
1.2. Gender
1.3. Address
2. How do the respondents assess the Service Management of Tanaw Farm & Resthouse in terms
of:
2.1. Staff’s Services
2.2. Cleanliness and Maintenance
2.3. Amenities and Facilities
3. How do the respondents assess the Tourist Satisfaction in terms of:
3.1. Transportation
3.2. Cost
3.3. Accessibility
4. Considering the results that were found, what are the Service Management of Innovation did
the researchers unveil?
5. What action plan will the researchers propose in order to enhance the Tourist Satisfaction and
Experience?

Hypothesis

The researchers used the following hypotheses by appropriate statistical treatments in terms
of a level of significance.

H01: There is no significant effect on the tourist satisfaction and experience when visiting and
experiencing the Tanaw Farm & Resthouse products and services
H02: There are no significant factors and relationship between the demographic profile of the
respondents and the satisfaction level of visiting the Tanaw Farm & Resthouse in terms of
transformation, cost and staff services.
Scope and Delimitation

Figure 3: Tanaw Farm & Resthouse in Mt. Balagbag

This study focuses on the tourists at Tanaw Farm & Resthouse in the month of February 2023. Out
of 110 tourists at Tanaw Farm, 86 of those who have already experienced the services will be
chosen to be the respondents on the survey prepared by the researchers, and it will be conducted
at Tanaw Farm and Resthouse located in Sitio Balagbag, Bulacan, because aside from the fact that
it is very convenient for the researchers, there are many tourists who visit there.

The general intent of this study is to narrow down the effects of tourist experience and satisfaction
at Tanaw Farm and Resthouse, Mt. Balagbag, to the tourists' choice when visiting as well as gain
a better understanding of why tourists choose to visit Tanaw Farm and Resthouse in order for the
owner to innovate its services.
Significance of the Study

This study will be conducted by the researchers to determine the role and effect of service
management in innovation tourism industry to the tourist experience and satisfaction in Tanaw
Resort. The following sectors are going to benefit from the study.

Tourist

It will benefit the tourist because it will give them insight and ideas for this Tanaw Resort,
which will help them when they decide to visit Tanaw Resort.

Owner of the resort

This research will be beneficial for the owner of the resort because it will allow the resort’s
owner to improve their service management and have a better services and products to satisfy the
future tourist.

Future tourist

Future tourists are one of many that will benefit from this research because when the owner already
benefited from this research and decided to improve the resort's overall services, future tourists are
the first to try those services.

Tourism Students

This study will surely help the tourism students when it comes to school-related activities
because they will have an insight into the Tanaw Farm & Resthouse.
Parents

This will be beneficial for the parents as well, who have a tourism-student child, because
their children will be sharing their knowledge about this research. Parents will have ideas about
this Tanaw Resort and might want to go; this will also benefit the owner of the resort.

School Administration

This research could make a big contribution to the school’s research system. It can also
supply more information to school administrators about tourism student satisfaction.

Researchers

This research study has the potential to benefit the researchers as well. It will give them
more knowledge and a better understanding of their current field.

Future Researchers

It will also be beneficial for future researchers to be aware and educated. It will assist them
in becoming great researchers.
Definition of terms

These are some important words that you may encounter in this study:

• Customers - are defined as people or organizations that buy products or services from
another company. (Kenton, 2021)
• Innovation – is creating something new that serves people's needs or wants. (Shields, 2022)
• Services – are defined as tasks performed for the benefit of the consumers (Goods and
services definition, 2022)
• Tourism - refers to the act and process of traveling away from home for leisure, relaxation,
and enjoyment while enjoying commercially services offered. (Walton, 2023)
• Tourist – is a person who is travelling to a certain place for pleasure or interests. (Tourist
and Tourism, 2023)
• Tourism Experience – refers to the aesthetic and spiritual impressions that travelers get
while on their travels, such as discovering new things. (Lan, et al., 2021)
• Tourists’ Satisfaction – is when the tourists had a favorable travel experience, positive
image, and/or were satisfied after visiting a tourism destinations. (Zeng, 2021)
• Unveils – is defined as showing or announcing publicly for the first time. (Britannica
Dictionary, n.d.)
 CHAPTER II
REVIEW OF RELATED LITERATURE

This chapter shows the review of related literature, which will help to unveil the
service management of the innovation tourism industry as well as the role and effects of
tourist experience and satisfaction. The gathered information in this chapter will be useful
in providing knowledge to the readers and a better understanding of the present study.

Local and Foreign Conceptual Literature

Both local and foreign conceptual literatures adduced in this section address the
different ideas, concepts, generalizations, conclusions, and also the different
developments related to the study of service management of innovation as well as the
effect of tourist experience and satisfaction starting from the past up to the present.
Moreover, these conceptual literatures help in familiarizing one with details that are
opposite and similar to the present study.

To begin with, President Ferdinand Marcos Jr. said that the Philippine tourism
sector needs fresh and innovative ideas to bring back the enthusiasm of local and foreign
tourists because new ideas and innovation could bring back the confidence of the people
so they will be encouraged to explore the best destinations in the country. President
Marcos also highlighted that the 107 million Filipinos are the country's greatest asset.
They are a young, well-trained workforce who are as kind, as hospitable, and as gracious
as you will find anywhere in the world. Those are the people he wants to reintroduce to
the rest of the world. He also said that resort areas and tourist promotion must be actively
pursued. (Philippine Information Agency, 2020).

One of the major drivers of the Philippine Economy is the tourism sector.
Zaldarriaga, (2023) said that the pandemic emergence had a negative impact on
employment and income creation in the tourism industry due to the closure of numerous
businesses. Nonetheless, it is also mentioned that the Philippines will continue to step up
efforts to strengthen its gates in terms of system administration, effectiveness, as well as
interior improvements to portray the "Filipino brand".

More collaboration between the public and private sectors is important to support
tourism-related initiatives because a destination might rely greatly on the satisfaction of
tourists, their memorable experiences, and their ease of access. (Zaldarriaga, 2023)

In contrary to what Zaldarriaga said, Remo (2020) reported that the efficiency of
service management in hotels and resorts, as well as other tourism-related industries, did
not budge when directly hit by the significant preexisting challenges of community
quarantine. To handle those difficult circumstances, the Philippine Hotel Industry relied
on fresh approaches, innovations, unwavering commitment, and a healthy dose of hope.
These new ideas are being used and implemented to ensure the safety and well-being of
their tourists while also improving their experience and satisfaction, and this can be seen
by the adoption of a number of the country's major hospitality-related businesses,
including Marriott, Sheraton, and Conrad Manila.

Furthermore, when nations shut their borders and weakened their economies in
the battle against Coronavirus, the pandemic crisis dealt this high-flying industry a severe
blow within a few months. This article explores the range of concepts, their rise and
reinvention, and the implications for smart cities. Glasco (2022) stated the "six A's of
successful destinations," which were first described in a research paper on smart tourism
destinations. Aside from that, other studies revealed that smart tourism refers to the use
of technology and innovation to "facilitate the visitor's experience through a digital
platform," and all companies related to the sector should be connected to the digital
infrastructure.

But as part of Gen Z, or what people would like to call this generation that
prioritizes technology, people tend to escape from technology by traveling to rural places.
Ergino (2022), elucidates that, in spite of the idea that we live in a country where there is
already advanced technology, people love adventures, which is why hiking has been an
activity that has slowly captured the interests of people around the country. Mt. Balagbag
is still the perfect place for the people who want to escape and see a mesmerizing view
despite the security concerns regarding hiking this mountain because of theft incident
reports in 2014 and 2017; nevertheless, the mountain continues to attract thousands of
tourists as the year goes by up until now.

In this present time, most Filipinos always choose to go to domestic destinations

to have their new experiences, but due to alarming pollution levels here in the Philippines,
instead of natural attractions, most of the tourists tend to look for manmade tourist spots
like malls, amusement parks, or restaurants. That is why local government units (LGUs)
came up with the idea of having a private organization that promotes ecotourism to
encourage eager travelers to care for the nature and educate the tourists to play their part
to protect the nature. In that way, it can provide tourists an unforgettable experience while
keeping natural attractions safe. (Taculao, 2023)

The UNWTO (United Nations World Tourism Organization) Euro-Asian

Mountain Tourism Conference (March 2–5, 2019) highlighted the need for collective
efforts to adapt to new consumer trends and market changes, diversify tourism products,
and protect natural and cultural resources. UNWTO Secretary-General Zurab
Pololikashvili, who opened the event, said that the mountains entail many opportunities
to promote inclusion, regional development, and better lives through tourism. He also
said that mountain tourism needs to be planned, developed, governed, and managed in a
sustainable manner. In addition, the Parliamentary State Secretary of the Federal Ministry
for Economic Affairs and Energy and Federal Government Commissioner for Tourism,
Thomas Bareiss, noted that innovation, digitization, and mobility are key issues for
tourism going forward. (UNWTO, 2019)

Since tourism is the main economic activity, Azizova (2020), explained that
employment and economic growth in society arise. Tourism has a great impact on a lot
of important economic sectors, like transportation, hotel and restaurant services, trade,
construction, the production of consumer goods, and many others. Such innovations are
put into practice, which increases funding and tourism activity. Overall, in the majority
of industrialized countries over the past 20 years, the finance mechanism for tourist
innovations has evolved into a crucial part of national systems. Four types of innovations
that must be implemented in the business are organizational, technical, grocery,
managerial, and mark. Organizational innovations deal with the growth of the company.
Technical innovations are prompted by the introduction of cutting-edge technologies.
Grocery innovations refer to the variety and quality of the product.

According to Confini et al. (2018), it is important to act proactively and decisively

to manage tourist flows, such as by establishing areas with no access to traditional
vehicles and facilitating access to alternative forms of mobility, setting up a maximum
number of visitors allowed to be at a site, encouraging the de-seasonalization or the
distribution of visitors throughout the day by means of specific offers, implementing
technologies, and promoting cooperation between more and less intensely frequented
destinations for an optimal management of tourists' flows.

Adinegara et al. (2021) confirmed that despite so many factors influencing

customer satisfaction, the most commonly used are the image, service quality, and
perceived value as they create tourists' satisfaction, but perceived value is the most
powerful among all the factors because it directly influences satisfaction. It is also stated
in this study that perceived value has an impact on the tourism industry, which generates
loyalty as a result of return visits to a certain destination and recommendations to others.

Local & Foreign Research Literature

Multiple studies collected by the researchers provide information concerning how

innovation positively or negatively affects tourists' satisfaction and experiences at certain
destinations, which is necessary to fully understand the service management of
innovation in the tourism industry.

Gador (2019), revealed that amenities, facilities, and services were evaluated in
terms of satisfactory levels, including customer influences. The qualities, amenities, and
services differed significantly, with no correlation between customer influences and
difficulties. These industries are relevant in terms of the services they provide to
customers, and the influences of those customers have had a significant impact. In results,
adopting a sustainability development plan is still highly advised in order to expand and
extend more possible local and global markets.
 Cano et al., (2021) also states that different factors that tourist experienced, in
accessibility, physical environment, visitor control, protection procedures, commercial
considerations and tourism staff were expressed by the tourist’s satisfaction. While
visiting tourist destinations, visitors did, however, encounter into some problems with
payments or expenses. Tourism site managers may be able to identify areas for
performance improvement using the information on service quality gaps. Establishments
need a generally constant labor force to enable the adoption of service standards in order
to produce quality experiences. Therefore, poor performance in tourism site management
will have a negative effect on the level of service provided and the intended
competitiveness of a business.

In accordance with Tugade et al., (2021), mountain tourism has become a popular
form of development in economically disadvantaged regions, and demand is growing. In
the Philippines, a growing number of nature lovers are searching for other adventures,
such as climbing some of the country's mountains. Thus, confirm the growing demand
for outdoor adventure tourism activities and the rapid growth in the associated industry
supply. In addition, mountaineering is a somewhat typical term referring to the broader
field of tourism, sport, and recreation activities in mountainous domains. And it is
essential to understand outdoor adventure tourists' characteristics, including their
motivations, which are crucial for their buying intentions, choices, and behavior. Studies
on outdoor adventure tourists can help adventure tourism organizations better understand
their clients and prompt their outdoor adventure activities. It is also important to cultivate
environmentally responsible behavior to minimize negative impacts on ecosystems and
avoid environmental degradation.

Just as Dela Vega et al., (2022), revealed that people had a tendency to prioritize
forest resources primarily for their practicality. Because recently the beauty of nature was
given priority above human use. And people more value leisure, recreation, and time.
furthermore, individuals enjoy things like, for example. The exploration of public parks,
mountains, as well as lakes for fishing, hiking, and trekking, respectively. This explains
the rise in demand in order to enjoy outdoor activity. Moreover, outdoor recreation fosters
cultural development, physiological, psychology and social science spiritual and
educational values. It persuades people to adopt positive actions, increase their education
and physical fitness and knowledge of the natural world. And people's participation in
outdoor recreation activities are constantly growing, yet it seems that the management's
financial resources are restricted. As a result, there is a need for trustworthy indicators to
determine how much money natural resources are worth, so the Travel Cost Method
(TCM) was used to determine the recreational value of Consocep Mountain Resort in
Tigaon, Camarines Sur, Philippines. The scenic view and potential adventures offered by
the resort have made it one of the most popular tourist destinations in the municipality.
Swimming and site-seeing are the activities offered, and the collected entrance fee is good
for all three portions.

Libre et al. (2022) elucidate that when the experience of the tourists at a tourist
destination exceeds their expectations and they are extremely satisfied with the service
they received, there's a big chance that the tourists' will have a stronger intention to visit
the destination one more time. Moreover, tourists' satisfaction affects their intentions to
revisit tourist destinations in the Philippines. In conclusion, the tourists' experiences can
directly predict their interest in returning to the Philippines. Therefore, through the
intervention of the tourist experience, the value received has an impact on tourist
satisfaction when considering satisfaction factors while traveling in Philippine tourist
destinations.

Elzek et al. (2020) defined tourism innovation as the introducing of an improved

or new component that aims at achieving intangible and tangible benefits for tourism and
community stakeholders. Tourism innovation may cover areas like tourism products,
tourism destinations, technology, operations institutions, business models, architecture,
skills, tools, services and/or practices for marketing, management, communications,
operation, pricing, and quality assurance. In this regard, tourism innovation can be
defined as a set of new and creative operations aimed at developing the tourist destination
and improving the services provided to the tourists in order to satisfy their desires and
needs. Tourism innovation is one of the most important processes of any tourist
destination, and policymakers and researchers have focused on it to reinforce tourism
productivity. However, the study of innovation in the field of tourism is still in its
beginning. (Elzek et al., 2020). This research aims to shed light on tourism innovation
and its importance in supporting tourist destinations to reduce the theoretical gap in this
regard. It also contributes to focusing on the case of Egypt, in which tourism innovation
has not been sufficiently studied. In addition, innovation can be defined as any new way
of producing, designing, or marketing services and goods to give the innovator an
advantage over competitors. In Schumpeter's innovation theory states that innovation is a
means to gather forces and material within our goal through producing the same thing by
a new method or producing new other things. It can be also a process of introducing new
value prepared first to consumers, as the major driver of competitiveness, but it can also
include stakeholders as beneficiaries. Furthermore, innovation aims to make a positive
change to make things better, identified that innovation is the process of finding solutions
to develop the product or provide a new service in the market, In addition, service
innovation is adding a range of new ideas, procedures, processes, and products to the
offered services to achieve the benefits and meet the wishes of individuals, organizations,
or destinations, considering the characteristics of those services and customer satisfaction.
Moreover, innovation as the investment in knowledge development to provide new goods
and services to consumers is a multi-stage process where organizations or destinations
turn ideas into new or improved services to differentiate themselves from competitors. It
also defined service innovation as the creation of new value propositions by developing
existing or creating new practices and/or resources. Saw that the Schumpeter concept of
innovation is comprehensive enough to include tourism innovation. It proposed that
tourism innovation is the ability to introduce new services in the tourist destination or
tourist market in general.

Conforming to Maghnaoui (2020), innovation in tourism in Morocco has become

a necessity, it is driven by new technologies and offers that modify behaviors, facilitate
and enrich travel experiences, and create new "experiences" for tourists. It is also driven
by new expectations on the part of customers, who seek more authenticity, respect for the
environment, local development, and travel experiences. In addition, innovation can come
from the tourism sector itself or from companies outside the sector, and can be measured
on a global scale or internally. The need to support innovation in this sector is relatively
recent, and initiatives have been implemented at the local and national levels. However,
in the OURIKA valley, the concept of tourist gardens is being developed alongside a
sector of aromatic and medicinal plants, creating a potential tourism of well-being in the
valley and the region. And Moroccans are still attached to an ancestral way of care, which
is linked to the chronic insufficiency of infrastructure and the budget of the Ministry of
Health. This lead to enhance the local resources of our study area, based on its existing
authentic heritage, in order to innovate the "wellness" tourism product as a complement
to the current tourism offer. This involves the analysis of the mechanisms of constitution
of an innovative tourist product and of localized concrete systems of action, as well as the
dynamic forms of organization between individual and/or collective actors. Innovation
must adapt to the particularities of the territory and attach itself to the specificities.

The tourism and hospitality industries must balance art, performance, and
innovation to achieve success. It is a fact that it is increasing the industry’s demand for
innovation in order to discover and develop new tourism attractions and ventures.
Stakeholders are convinced that the new order that is forming in the tourism sector and
larger hospitality industry simply needs to embrace innovation. It can be achieved by
enhancing product and service innovation, which will be done by providing more variety
in travel experiences to customers who are quality-conscious and have a lot of choices.
Despite the significant role elderly customers play in growth contributions in the tourism
sector, the elderly population still disregards it. Also, the industry's offers of services and
products have not yet fully satisfied the needs of the elderly, which has led to an
underutilization of this market segment's potential. (IvyPanda, 2020).

For that reason, the demands of the elderly can be met with the support of
appropriate wellness and health programs, facilities, and training throughout the entire
tourism industry. The main purpose of conducting this study is to address the fact that the
elderly makes up a large percentage of those who purchase products and services related
to tourism. Ignoring this demographic group will result in a negative effect on the industry
in general. (IvyPanda, 2020).

Wang et al. (2022) explicitly stated that in recent years, rural tourism has emerged
as a new way of doing tourism, and as a result of the national development strategy of
rural revitalization, "homestay fever" has spread across China along with the increase in
rural tourism. With the recent growth of China's tourist business, country house tourism—
a customized rural tourism approach—has also arisen. However, as the number of
homestays in rural tourism destinations has increased, issues with homogeneous
competition, simple replication, low-price competition, and other quality development
issues have come to the fore. The study also substantiates that it is necessary to explore
the depth of tourists' perceived value to not just provide for their needs but to exceed their
expectations and realize the high-quality development of country houses.

Nowadays, many tourists tend to have high expectations when visiting different
tourist destinations and look for new and better services to spice up their stay. That is why
quality service is crucial in this generation. Ming Yeh et al. (2019) argued that it is time
for tourism factories to improve and transform their overall facilities with something
unique and difficult to imitate because tourists have the highest levels of consciousness
of physical and emotional experiences in experiential marketing, and using electronic
media has a big impact in promoting the corporation's image and familiarizing customers
with the operative philosophy of the corporation as well as the characteristics of the
products so that their purchase intentions will be strengthened.

The study also noted that the tourists in every destination were mostly families
and well-educated young adults, Ming Yeh et al. (2019) proposed that tourism factories
implement more family-friendly interactive activities for the tourists to increase their
intentions of returning.

Furthermore, in this generation, people always look for an aesthetic environment

that appeals to their eyes. That is why it is more effective for the operation and
implementation of a modernized corporation to develop the image of their brand to have
their own identification and a better understanding of their products. (Ming Yeh et al.,
2019)

To sum up all the collection of information that has been stated so far, the
researchers found out the importance of service management in the innovation tourism
industry to the role and effect of tourists' experience and satisfaction. Even though tourists
have expressed their experience and satisfaction, it is inevitable that they have
encountered some problems in visiting different destinations in countries all over the
world. That is why it is crucial to have knowledge about the customer's expectations for
a service and their perception of what they actually received. In that way, business owners
in the tourism industry can determine where performance improvements can be most
effectively targeted as well as how they can benefit all the tourists.
 CHAPTER III
RESEARCH DESIGN

Research Method Used

The type of research method used in this study is quantitative research. It is a

research method for gathering and analyzing numerical data. (Bhandari, 2020) This
strategy is used by researchers to get more knowledge and understand how to compute
exact findings using the appropriate statistical tools. Aside from that, the researchers used
descriptive research as a quantitative research design. It is a type of research design that
aims to observe and describe the behavior of respondents without influencing it in any
way. (McCombes, 2019) It is used to explain or validate objectives when it comes to a
certain group of people. This research is all about unveiling the service management of
innovation as well as measuring the role and effects of tourist experience and satisfaction.
The researchers will be collecting information about the possible problems when visiting
the Tanaw Farm & Resthouse in Mt. Balagbag.

Locale of the Study

Figure 4: Tanaw Farm & Resthouse in Sitio Balagbag, Bulacan

The Tanaw Farm & Resthouse located in Mt. Balagbag, Rodriguez Rizal. It offers
views of Quezon City, other parts of Metro Manila, Lamesa Watershed, and San Jose Del
Bulacan. To get in Tanaw Farm & Resthouse, jeepney and tricycle are essential, it is only
two rides coming from San Jose Del Monte Bulacan to Licao-Licao end point. It is a
walking trip from Licao-Licao end point up to the Tanaw Farm & Resthouse.

The researchers gained access to the Tanaw Farm and Resthouse via social media
and other sites. The researchers will then write a letter to the owner of Tanaw Farm &
Resthouse through their Facebook page to get permission to perform the study there. In
order to unveil the resort’s service management and provide knowledge to the owner.
This study will benefit the owner; it will allow not only the owner but also other business
owners to improve their service management and meet tourist satisfaction and
expectations.

Respondents of the Study

The respondents of this research are the tourists at Tanaw Farm & Resthouse,
those who have been there before and have experienced their services and products.
According to heyplacesph, (2023) Tanaw Farm & Resthouse had a total population of
110 tourist visitors in the month of February. The researchers used Slovin's method to get
the total respondents, which is 86.

To further knowledge, accuracy, and the avoidance of error, the researchers will abide
by a variety of ethical principles throughout the whole process of this research.

This study requires the collection of information of the tourists in Tanaw Farm &
Resthouse. Due to this, the researchers will communicate properly first to the owner of
the resort. Likewise, the researchers will appropriately interact with the respondents who
will take part in the process of data collection. In addition, the participants of this study
will be educated and well-informed about the research process and research objectives.
The researchers will also adhere to Republic Act No. 10173, in order to build rapport and
trust. The Data Privacy Act of 2012, which is a manifestation of privacy, was adopted in
the Philippines. Relating to the respondents' private information. Thus, the process of this
study will not cause any harm to the participants with the guarantee of researchers.
According to the definition of plagiarism, “the act of misrepresenting someone
else's work as your own by incorporating it into your work without fully crediting them"
(University of Oxford, 2005). This is aligned with Philippine Republic Act No. 8293, also
known as the Intellectual Property Rights Act, which provides that an individual shall be
awarded intellectual property rights in connection with his or her intellectual activities.
Moreover, researchers pledge to avoid fabrication or falsification of the results.

Instrumentation

Instrumentation is defined as the utilization of intended instruments. An

investigator's duty in a research study is to fully describe the instrument used to measure
the dependent variable(s), outcome(s), or results of interventions or treatments. (Hsu &
Sandford, n.d.) In this study, a survey questionnaire will be utilized to measure the
satisfaction and experience of the tourists at Tanaw Farm & Resthouse as well as to unveil
the service management and innovation of it.

The researchers will use structured questions, and the survey will be conducted
online. A Google form will be used for those tourists who have already visited the Tanaw
Farm and Resthouse, these instruments will be used by the researchers as a
communication tool to ask structured questions and will be beneficial to attaining valid
and reliable results.

For the test of reliability and validity, the researchers will use Cronbach’s alpha.
It is a method of evaluating reliability that involves contrasting the covariance, or shared
variance, among the instrument's components with the variance of the whole sample. The
survey questionnaire consisted of nine (9) questions that were related to the topic, namely,
the satisfaction level of visitors to the Tanaw Farm & Resthouse in Mt.
Balagbag.
Data Gathering Procedure

Construction of Approval of Distribute

Survey Survey Survey
Questionnaires Questionnaires Questionnaires

Figure 5: Flowchart of the Research Process

The research went through a lot to guarantee the authenticity of the information
from the study. To begin with, the construction of survey questionnaires was done through
Google Forms for the respondents who have already visited Tanaw Farm. Each of the
closed-ended questions for the respondents was accurately connected to the research topic
and based on the statement of the problem of the research. The researchers assured that
every closed-ended question that was made will remain relevant to the topic The Service
Management of Innovation Tourism Industry. The researchers will then wait for the
confirmation of their research adviser, Mr. Alan Makasiar, and an Fil-xema adviser Ms.
Allyssa Stella that the survey questionnaires to collect information from respondents have
been approved.

When the survey questionnaires have been approved by Sir Alan Makasiar and
Ma’am Allyssa Stella, the researchers will start gathering data and conduct a survey using
Google Forms for those who have already visited Tanaw Farm & Resthouse.

Lastly, after accumulating information from the respondents, the researchers

will examine the gathered data and vigorously analyze each of the answers of every
respondent to determine the satisfaction level and experiences in visiting Tanaw Farm &
Resthouse.
Statistical Treatment of Data

The researchers will use the following statistical treatment to represent, analyze, and
summarize the gathered data.

A. Slovin's Method

- This will be used to calculate the exact total number of the respondents.

Formula:

n = ____N_____

1 + Ne2

Where:

n = the sample size N =

the total population e =

the margin of error

B. Percentage

- It will used to calculate the percentage of the respondents' demographic profile, such as
age, sex, address and the respondent’s satisfaction in visiting and experiencing the Tanaw
Farm & Resthouse.

Formula:

% = f/n x 100
Where: % = percentage f =

frequency n = total number of

respondents

C. Weighted Mean

- This will be utilized to calculate the general responses of the survey questionnaire. Either
the respondents leveled their experiences as very satisfied, satisfied, unsatisfied, and very
unsatisfied, depending on the given situation.

Formula:

Figure 6: Weighted Mean Formula for Likert Scale

Where:

X = Weighted Mean

Σ Fx = Total of Frequency and Response

N = Total Number of Respondents

Questionnaire Reliability Analysis

Figure 7: Cronbach Alpha’s Formula

Cronbach Alpha

Cronbach Alpha is still widely used to estimate reliability. (Amirrudin et al.,

2021). The researchers will be used the Cronbach alpha to determine if the scale of the
survey questionnaire is reliable.

Numerical and Descriptive Ranges

Scale Interval Verbal Interpretation

5 4.20 - 5 Very Satisfied

4 3.40 – 4.19 Satisfied

3 2.60 – 3.39 Neutral

2 1.8 – 2.59 Unsatisfied

1 1 – 1.79 Very Unsatisfied

Table 1. Numerical and Interpretation Scale: Degree of Satisfaction

The table above shows the level of the tourists’ satisfaction. It shows how the numerical
scale and range correspond, along with the corresponding interpretations.
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 APPENDICES APPENDIX I: Survey Questionnaire

Part I: Demographic Profile of the Respondents.

1. What is your age? o !7

below o 18 to 20 years

old o 21 above

2. What is your gender? o

Female o Male

3. Where do you live? o

San Jose Del Monte

Bulacan o Norzagaray,

Bulacan o Sta. Maria,

Bulacan o Rodriguez

Rizal o North Caloocan

o San Mateo o Quezon

City o Others, please

specify __________

Part II: Tourists background behavior in choosing the Tanaw Farm & Resthouse

1. What is the reason why you choose/chose to go in this place?

o To unwind
o Family Bonding
 o Events or Celebration

o Nature Appreciation

o Work related

o School related

2. On what day do you most prefer to go?

o Weekdays

o o Weekends

3. How much money do you spent in visiting the Tanaw Farm & Resthouse?

o 300 pesos below

o 300 to 500 pesos

o 500 to 700 pesos

o 700 pesos above

Part III: Satisfaction Level and Experience of the Tourist in visiting the Tanaw Farm & Resthouse

4 – Very Satisfied

3 – Satisfied

2 – Unsatisfied

1 – Very Unsatisfied

1. What is your Satisfaction Level in visiting the Tanaw Farm & Resthouse?
4 3 2 1

Satisfaction Level in Very Satisfied- Satisfied- Unsatisfied- Very Unsatisfied-

terms of Transportation Safety, Safety, Safety, Need constant
attention and
accessibility accessibility accessibility improvement in
terms of
comfort, comfort, comfort, transportation
operator operator operator

courtesy and courtesy and courtesy and

assistance, assistance, assistance,

punctuality and punctuality and punctuality and

frequency of frequency of frequency of

services services meet services does

exceeds tourist tourist not meet tourist

expectation expectation expectation

The Terminal of Licao-

Licao

The Quality of

Jeepneys

The fare of the

Jeepneys

The speed of trip

4 3 2 1

Satisfaction Level in Very Satisfied- Satisfied- Unsatisfied- Very Unsatisfied-

Product, rental, Product, rental, Product, rental, Need constant

terms of Cost quality, quality, quality, attention and
improvement in
affordability, affordability, affordability, terms of price and
services
personnel personnel personnel

courtesy and courtesy and courtesy and

assistance, assistance, assistance,

punctuality and punctuality and punctuality and

frequency of frequency of frequency of

services services meet services does

exceeds tourist tourist not meet tourist

expectation expectation expectation

The pool entrance

The price of having a

tour guide

The quality and price of

renting the cottage

The cost of food and

beverages

4 3 2 1
Satisfaction Level in Very Satisfied- Satisfied- Unsatisfied- Very Unsatisfied-

terms of Staff’s
Accommodation, Accommodation, Accommodation, Need constant
Services attention and
safety, comfort, safety, comfort, safety, comfort, improvement in
personnel personnel personnel terms of customer
courtesy and courtesy and courtesy and service
assistance, assistance, assistance,
punctuality and punctuality and punctuality and
frequency of frequency of frequency of
services exceeds services meet services does not
tourist tourist meet tourist
expectation expectation expectation

The Service of Tour

guides

The owner

The security of the

Resthouse

Other employees
CURRICULUM VITAE
 LAZARO, KIM NAOMI S.
Blk 6 Lot 8 uc2 Building Brgy. Citrus San Jose Del Monte, Bulacan.
09 456734334
kimnaomi2323@gmail.com

OBJECTIVE Committed and a passionate management student willing to explore new things and learn
to adapt in different work environments.

SKILLS & Flexible and fast learner, Active Listener, Detail-Oriented, GoalOriented,
ABILITIES Initiative and good Team Player.

Microsoft Word, Excel, and PowerPoint

EXPERIENCE I don’t have any experience, but I’ve spent time acquiring and polishing the
abilities needed to be a valuable asset, and I’m eager to learn more from a
company.

EDUCATION
University of the East Caloocan – 105 Samson Road Caloocan
Accountancy Business and Management
La Concepcion College – Kaypian Road, corner Quirino St, San Jose De Monte
City.

ACHIEVEMENTS,
Consistent Top Student: Elementary – Senior High School
TRAININGS AND
SEMINARS
ATTENDED

INFORMATION
PERSONAL Birthday: July 23, 2002
Age: 20 years old
Height: 5’0
Weight: 4 lbs.
Status: Single
Religion: Seventh-Day Adventist

I hereby affirm to the nest of my knowledge and belief that all information herein is true and correct.
 kristine miles r.
manuel
PROFILE EDUCATION
Address: 026 Old Barrio Bigte First City Providential College
Norzagaray, Bulacan Brgy. Narra, Francisco Homes, City of San Jose Del Monte Bulacan
S.Y 2022 – Present
Bachelor of Science in Tourism Management

CONTACT La Concepcion College

PHONE: Brgy. Kaypian Road, San Jose Del Monte Bulacan
09472445618 2020 – 2022

EMAIL: Minuyan National Highschool

Kristinemilesmanuel@gmail.com Curvada, Minuyan Norzagaray, Bulacan
2017 - 2020

OBJECTIVES:
To enhanced my knowledge about this field. Also, to pursue a
challenging career with dedication and wholeheartedly provide my
fullest potential.

SKILLS:
• Leadership skills
• Time Management
• Can handle multiple tasks
• Responsible and hardworking