iiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

CERTIFICATION

This thesis entitled “FILIPINO TOUR GUIDE AS PERCIEVED BY LOCAL TOURISTS” prepared and submitted by LIEN JOIE L. VILLANUEVA, MARIGAIL I. ESTEBAN, JANE AUGUSTINE L. LAPPAY, in partial fulfillment of the requirements for the subject (TRM 3211) Tourism Research Method With Thesis Writing leading to the degree of Bachelor of Science in Tourism has been examined and is recommended for ORAL EXAMINATION.

MRS. PERCY ANNE ELAINE JIMENEZ Adviser

APPROVAL SHEET

Approved by the Panel for Oral Defense on April ____,

2012 with a rating of ____

]DR. CELIA E. CARIÑOChairman

DR. ROMEO D. LIM DR. HERCULANO V. SABAS Member Member

DR. MARGIE R. ATIZARDO

Member

Accepted in partial fulfillment for the subject TRM 3221

leading to the degree of Bachelor of Science in Tourism.

DR. HERCULANO V. SABAS OIC-Dean, CHM

ABSTRACT

iiiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

Title: FILIPINO TOUR GUIDES AS PERCIEVED BY LOCAL

TOURISTS

Researchers: LIEAN JOIE L. VILLANUEVA

MARIGAIL I. ESTEBAN

JANE AUGUSTINE L. LAPPAY

Degree: BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

School Year: 2012

Adviser: MRS. PERCY ANNE ELAINE JIMENEZ

Rationale/Background:

With this study, the researchers hope to find out the

Filipino Tour Guides as Perceived by the Local Tourists.

Statement of the Problem

1. How do the local tourists assess the Filipino Tour

Guides in terms of:

1.1 Personality;

1.2 Communication Skills and

1.3 Technical Skills?

ivEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

2. Is there a significant difference on perception of

the local tourist to the Filipino Tour Guides using the above

mentioned variables?

3. From the findings of the study, what do the

researchers recommend?

This study made use of the descriptive method to solve

the problems. The questionnaire was the tool in gathering the

data.

The data gathered was presented in textual discussion

and in tabulation form. A Likert scale was used,

“Outstanding” with a weight value of 5, “Very Good” with a

weight value of 4, “Good” with a weight value of 3 and “Fair”

with a weight value of 2 and “Poor” with a weight value of 1.

Summary

1. How do the local tourists assess the Filipino Tour

Guides in terms of:

1.1 Personality

vEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

The local tourists assessed the Filipino Tour Guides in

terms of Personality as Outstanding with weighted mean of

4.44.

1.2 Communication Skills

The local tourists assessed the Filipino Tour Guide in

terms of Communication Skills as Very Good with weighted mean

of 3.49.

1.3 Technical Skills

The local tourist perceived the Filipino Tour Guide in

terms of Technical Skills as Good with weighted mean of 4.49.

Conclusions

Based on the findings of the study, the following

conclusions are drawn:

1. The researchers conclude that the local tourists

perceived the Filipino Tour Guides as Outstanding in

terms of Personality with criteria of grooming, Personal

hygiene, professional appearance, and flexibility.

viEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

2. The researchers conclude that the local tourists

perceived the Filipino Tour Guides as Very Good in terms

of Communication Skills with a criteria of Try to get

rid of regional accents, meaning the Filipino Tour

Guides were very good in controlling their accents while

the criteria of Not using of highfalutin words the

tourists rates the Filipino Tour Guides as Moderate

Extent.

3. The researchers conclude that the local tourists

perceived the Filipino Tour Guides as Good in terms of

Technical Skills with criteria of punctuality,

resourcefulness, sense of humor, and tactfulness. The

researchers then conclude that the tourist did not mind

the attitude of the Filipino Tour Guides as being

Tactful.

ACKNOWLEDGMENT

viiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

“Life is what you make”, they say, but the researchers

would not qualify their life as beautiful as it is now,

without people around them. People who helped them build

themselves. The way they perceive life, the way they think

every now and then and the way they used to be themselves,

are most of their influence. It is therefore their

opportunity now to thank these people who constantly

influence their life.

This research study would not have been possible without

the guidance and the help of several individuals who in one

way or another contributed and extended their valuable

assistance in the preparation and completion of this study.

They would not be here today if not to God who is always

beside them, the omnipresent God, guiding them in everything

that they do, for answering their prayers for giving them the

strength to plod on despite their constitution wanting to

give up, so He deserves the first one to be acknowledged.

They thank Him for everything; He is the Lord and God.

Next to God is their family especially their parents Mr.

Antonio Q. Villanueva & Mrs. Ronalie L. Villanueva, Mr.

viiiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

Miguel DS. Esteban & Mrs. Marichu I. Esteban, Mr. Dominggo

Lappay & Mrs. Iluminada L. Lappay, who have supported them

throughout the years of education, both morally and

financially. Thank You Mr. Jerwin V. Mejia and Mrs. Redeemira

L. Mejia for allowing them to do overnight group study, and

for giving all that they need especially the delicious food

they always serve.

They owe particular thanks to their research adviser,

Professor Percy Anne Jimenez, whose intelligence and patience

are really admiring. The study would not be as polished as

now if not for the guidance and encouragement that she gives

to them every time they meet. She is truly admiring, her

attitudes, most especially how she treats students like us.

They really salute her for that. They are thankful that she

is their research professor.

Special thanks to all the tourists and tour guides of

Fort Santiago, Intramuros, Manila especially to Sir Jorge

Echeche Jr. for accompanying them and helping them to

distribute and retrieve all the questionnaires they needed

in order to finish this study.

ixEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

Thank you to the panelists, Dr. Celia E. Cariño, Dr.

Romeo D. Lim, Dr. Margie R. Atizardo, and Dr. Herculano Sabas

for their suggestions and corrections.

Lastly, they offer their regards and blessings to all

those who supported them in any aspect during the completion

of the project. A whole-heartedly Thank you!

This study will remain a dream had not been before. It

will endure an achievement and an attainment to them

throughout the years of their existence.

THE RESEARCHERS

L.J.L.V

M.I.E

J.A.L.L

TABLE OF CONTENTS

Page

List of Tables ………………………………………………………………………………………………… xii

Figure ……………………………………………………………………………………………………………………… xiii

xEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

CHAPTER

1 The Problem and Its Background ………………………………………… 1

Introduction ………………………………………………………………………………………… 1

Theoretical Framework ………………………………………………………………… 2

Conceptual Framework …………………………………………………………………… 7

Conceptual Paradigm ……………………………………………………………………… 8

Statement of the Problem ………………………………………………………… 9

Hypothesis ……………………………………………………………………………………………… 10

Scope and Limitations of the study ……………………………… 10

Significance of the Study ……………………………………………………… 10

Definition of Terms ……………………………………………………………………… 12

2 REVIEW OF RELATED LITERATURE and STUDIES ……………… 15

Local Literature ……………………………………………………………………………… 15

Foreign Literature ………………………………………………………………………… 25

Local Studies ……………………………………………………………………………… 30

Foreign Studies ………………………………………………………………………………… 34

Synthesis of Related Literature and studies ……… 40

3 Methodology ……………………………………………………………………………………………… 43

Research Design ………………………………………………………………………………… 43

Population and Sampling Procedure…………………………………… 44

Respondents of the Study ………………………………………………………… 44

xiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

Research Instruments …………………………………………………………………… 43

Data Gathering Procedures ……………………………………………………… 47

Statistical Treatment of Data …………………………………………… 48

4 Presentation, Analysis

And Interpretation of Data ………………………………………………… 54

Sub-problem No.1 ……………………………………………………………………………… 54

Sub-problem No.2 ……………………………………………………………………………… 60

5 Summary, Conclusions, and Recommendations …………… 68

Summary …………………………………………………………………………………………………… 68

Conclusions …………………………………………………………………………………………… 69

Recommendations ………………………………………………………………………………… 70

BIBLIOGRAPHY ……………………………………………………………………………………………………… 72

APPENDIX ………………………………………………………………………………………………………………… 74

A. Pictures in Action …………………………………………………………………… 74

B. Letter for the Respondents ……………………………………………… 76

C. Survey Questionnaires …………………………………………………………… 77

CURRICULUM VITAE …………………………………………………………………………………………… 79

LIST OF TABLES

TABLE PAGE

xiiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

1 Percentage Distribution of the

Respondents by Sex …………………………………………………………………… 45

2 Frequency and Percentage Distributions of the

Respondents by Civil Status …………………………………………… 46

3 Frequency and Percentage Distribution of the

Respondents by Sex …………………………………………………………………… 47

4 Respondents Assessment as to Personality ………… 55

5 Respondents Assessment as to

Communication Skills ……………………………………………………………… 57

6 Respondents Assessment as to Technical Skills 58

7 Summary on Respondents Assessment on the

Filipino Tour Guides ……………………………………………………………… 59

8 Comparison on the Assessment on their

Personality ……………………………………………………………………………………… 62

9 Comparison on the assessment on their

xiiiEULOGIO “AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF HOSPITALITY MANAGEMENT

Communication Skills ……………………………………………………………… 63

10 Comparison on the assessment on their

Technical Skills ………………………………………………………………………… 65

11 Summary on the Comparison on Responds Assessment

of the Local Tourist to the Filipino Tour Guides … 66

LIST OF FIGURE

FIGURE PAGE

1 Conceptual Paradigm of the Study ……………………… 7