Service Quality: Foreign Tourists’ Perception of Iloilo Dinagyang Festival Ati-Ati Tribe Competition
Journal Title: Academic Research International - Year 2015, Vol 6, Issue 6
Abstract
The aim of this study is to assess the level of service quality of Iloilo Dinagyang Festival, one of Philippines’ most prominent cultural festivals. The study focuses on the Ati-Ati Tribe Competition, which is the weeklong celebration’s highlight. Current festival service quality studies are focused on the quality improvement of service organizations & recreation industries. Nevertheless, being an abstract concept, the measurement & analysis of service quality is still under continued development with numerous models applicable for different tourism activities. In lieu with this, the researchers aim to put into context the gap mentioned by making an attempt to measure the level of service quality of the 2014 Dinagyang Festival using one of the leading SERVQUAL assessment models. Purposive sampling with thirty (30) foreign tourist respondents was used in this study. The Childress-Crompton model was utilized to assess the respondents’ perception of service quality based on four dimensions, namely: generic features, specific entertainment features, information sources, & comfort amenities. The study concludes that foreign tourists who attended the festival’s Ati-Ati Tribe Competition were satisfied with the event’s generic and specific entertainment features, and neutral with regards to information sources & comfort amenities. As to the over-all relative level of importance of the four dimensions, the ranking is in accordance with existing literature. Furthermore, the Pearson Correlation was used in the analysis of data by sex and by age group. Results have shown a strong linear relationship on how different sexes rate the festival’s information sources and comfort amenities. No significant relationships exist for the age bracket. In conclusion, respondents are satisfied with the festival’s overall level of service quality. Improvements in the festival should focus on cleanliness, information dissemination, and refinement of comfort amenities.
Authors and Affiliations
Kim Panaguiton, Jose Paulma, Angela Chan Dimaala, Carl Mondejar, Rhodella Ibabao
Keywords
Related Articles
- EP ID EP101363
- DOI -
- Views 172
- Downloads 0
INTEGRATION OF INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) INTO TECHNICAL AND ENGINEERING EDUCATION IN NIGERIA: POTENTIALITIES, PROBLEMS AND STRATEGIES
This paper discussed the role of ICT in the world of work and development in science and technology. It considers the potentialities of using ICT in the teaching and learning technical and engineering...
A STUDY OF ADMINISTRATIVE ISSUES IN SECONDARY SCHOOLS OF QUETTA
[sup][/sup] The study was conducted to explore the administrative issues that affect the students learning outcomes at secondary level schools. The main purposes of the study were, to identify the weaknesses...
WORK CHARESTERISTIC AND FORMAL SECTOR WOMEN’ WORK IN KALIMANTAN TIMUR PROVINCE
The study aims to reveal the women workers who work in sector formal. This study is located at five regencies/cities in Kalimantan Timur, which has sampling 240 respondents. The respondent is taken from women workers c...
An Analytical Approach on Material Selection for Increasing Design Performance in Interior Architecture Projects
One of the most significant decisions having effect on the kitchen design performance is the selection of materials. As such, in the first phase of the study, a literature research was carried out to determine whether a...
ALTERNATIVE THEATRE PARADIGM: DEMOCRATISING THE DEVELOPMENT PROCESS IN AFRICA
Democratisation from time immemorial has been a people-oriented phenomenon. While development in the context of this discourse points to change – positive change, which involves the improvement of the quality of...