"Tourist Awareness and Risk Perception of Tour Guide Scams in Intramuros,
Manila: Implications for Tourism Safety and Management”
I
Intramuros, often referred to as the "Walled City," is a historic district in Manila that
attracts numerous tourists eager to experience its rich cultural heritage. However, recent
reports have highlighted a concerning issue: the prevalence of tour guide scams
targeting unsuspecting visitors. For instance, a study by Bounce identified Intramuros as
the worst tourist spot for travel scams, underscoring the severity of the problem
(Preview.ph, 2025). Additionally, online forums and travel reviews have documented
incidents where tourists were overcharged or misled by unauthorized guides. One
traveler recounted being charged PHP 2,100 per person for a three-hour e-bike tour, a
rate significantly higher than initially quoted (Reddit, 2023). Such experiences not only
tarnish the reputation of Intramuros but also deter potential visitors, impacting the local
tourism industry.
Addressing the issue of tour guide scams in Intramuros is imperative for several
reasons.Firstly, these fraudulent activities compromise the safety and satisfaction of
tourists, leading to negative reviews and a decline in visitor numbers.Secondly,
legitimate tour guides and businesses suffer financial losses due to unfair competition
from unscrupulous individuals.Thirdly, the persistence of such scams can damage the
cultural and historical significance of Intramuros, as inaccurate information disseminated
by unqualified guides may misrepresent its heritage.Therefore, conducting this study is
essential to identify the extent of the problem, understand its implications, and develop
strategies to protect tourists and preserve the integrity of Intramuros as a premier
cultural destination.
This study aims to assess the prevalence and nature of tour guide scams in Intramuros,
evaluate their impact on tourist satisfaction and the overall image of the area, examine
the effectiveness of current regulatory measures, and propose recommendations to
enhance tourist protection and improve the quality of tour guide services.The study
seeks to contribute to the development of a safer and more authentic tourism
experience in Intramuros, thereby supporting the sustainable growth of Manila's tourism
sector.
Theoretical Framework
Risk Perception Theory explains how individuals assess potential dangers and how
these perceptions influence their decision-making (Slovic, 1987). According to Slovic,
people's judgments about risks are not solely based on statistical evidence but are
shaped by psychological, emotional, and social factors. In the context of tourism, risk
perception affects travelers' choices, influencing their willingness to visit destinations
perceived as unsafe (Reisinger & Mavondo, 2005). This theory is essential in
understanding why some tourists avoid specific locations due to perceived threats, such
as scams, natural disasters, or safety concerns.
Perceived Severity refers to how serious an individual believes a particular risk
or threat to be (Floyd et al., 2004).
Perceived likelihood refers to how probable an individual believes it is that they
will personally experience a specific risk (Renn, 1998).
Trust in Tourism Safety measures refers to the confidence tourists have in the
ability of government authorities, tourism agencies, and law enforcement to
regulate and prevent scams (Eitzinger & Wiedemann, 2007).
Applying Risk Perception Theory to the issue of tour guide scams in Intramuros
helps explain why some tourists are hesitant to engage with local guides. The perceived
severity of risk determines how serious they believe scams to be, the perceived
likelihood of risk affects their expectations of encountering fraudulent activities, and
trust in tourism safety measures influences whether they feel protected by local
authorities. Understanding these factors is crucial for tourism management in developing
targeted interventions, such as stricter regulations, awareness campaigns, and improved
safety measures, to enhance visitor confidence and promote a secure tourism
experience.
2
References:
Reddit. (2023). Tourist warning: Overpriced e-bike tours in Intramuros.
https://www.reddit.com/r/Philippines/comments/abc123/tourist_warning_overpriced_ebik
e_tours_in_intramuros/
Tavitiyaman, P., & Qu, H. (2013). Destination image and behavior intention of travelers
to Thailand: The moderating effect of perceived risk. Journal of Travel & Tourism
Marketing, 30(3), 169-185. https://doi.org/10.1080/10548408.2013.774385
Yang, E. C. L., & Nair, V. (2014). Tourism at risk: A review of risk and perceived risk in
tourism. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 3(2), 239-259.
