Report on the Siquijor Tourist Satisfaction Survey

January – February 2012

ACKNOWLEDGEMENT

The Siquijor Tourist Satisfaction Survey is a result of a joint effort ofthe Siquijor Chamber of Commerce and Industry (SCCI), Siquijor State College (SSC), University of San Carlos (USC) and the WECAN Visayas & Caraga Program. This study could not have been realized without the serious contribution of the private and public stakeholders in Siquijor. A special gratitude should be addressed to all public, semi public and private offices that were involved in the preparation of this Study(Department of Science and Technology, Provincial Tourism Office, Siquijor Hotel, Resort and Restaurant Association, Department of Trade and Industry), additionally to survey respondents, who shared their time, their efforts and serious interest to provide all necessary information and data in advance and on time for a smooth preparation of this study.

1

FOREWORD

Working for the Enhancement of the Chamber & Association Network in the Visayas and

Caraga (WE CAN – Visayas & Caraga) is a partnership between the Cebu Chamber of

Commerce & Industry (CCCI) and the German AFOS Foundation for Entrepreneurial

Development Cooperation. It aims to support trade and industry in selected areas in the Visayas

and Caraga region through the strengthening of business membership organizations (BMOs).

One of the distinct methods utilized by the Program is the Sector Unit Approach (SUA) which

provides a more efficient and structured way to serve BMO members. SUA aims to create an

organizational platform where entrepreneurs can start to open up, to better identify their

problems, to compare themselves with others (benchmarking), to define their own demand for

services, to develop self-confidence and to improve their enterprises. At the same time it is

necessary to involve Local Government Units (LGU) in the process as the harmonization of

common strategies is essential for the economic growth of a community. According to the target

area of WE CAN this is a crucial aspect to be taken into consideration.

Figure 1 illustrates the WE CAN working approach. After a BMO has identified its target sector

WE CAN provides, among other tools, the option of undertaking an industry study in order to

generate data and substantial information about the market and other aspects. The detailed

knowledge about the particular market demand is a precondition to tailor further strategic steps

within the working approach. The market drives the strategy and this is the entrepreneurial

philosophy of WE CAN. Thus, the Siquijor Tourism Survey was undertaken to give the

economic development planners of the Province quantitative basis for qualitative improvements.

Chart 1THE WE CAN WORKING APPROACH

2

SUMMARY OF KEY FINDINGS

The majority of tourists visiting Siquijor are middle aged adults (Average of 38 years).They

usuallydo not travel alone but with friends or as a couple. As of now the senior market does

not play a significant role.With 61% male visitors, the gender ratio is not fully balanced.

Siquijor shows a distinct pattern when it comes to the nationality of visitors. The Europeans,

and US-Australian-British tourists make up about 40% each, while domestic visitors and

other Asian origins make up small shares (4%).The measured duration of stay underlines

this tendency. While domestic and other Asian tourists stay for an average of 3-4 nights,

US-Australian-British and Europeans extend their stay to 7-9 nights on average.

Siquijor is characterized by stays of up to one week. While 50% of guests leave after 4

nights, a few long term visitors push the average to 7 nights.

Its white beaches are by far the number one single reason to visit Siquijor and as of now,

business travel does not play a significant role. Almost 20% of the respondents indicated

that the island is part of a roundtrip through the Philippines. Improvements in transport and

packaged tours can attract more island hopping, favoring Siquijor.

While “word of mouth” and internet sources are the most common responses when travelers

were asked how the idea emerged to choose Siquijor, printed travel guides and brochures

also play a considerable role.Tour operators are not significant players in Siquijor yet. 90%

of travelers each like to book their trip on their own and prefer to be independent during their

travel in comparison to choosing a packaged offer.When aiming for considerable increases

in arrivals to the province, intermediaries can be key players. For small enterprises it is

important to assess first if this is a distribution channel which is feasible and suitable for their

respective business model.

The top 5 items perceived as “very important” are “friendliness of the local people”,

“personal safety and security” “nature”, “environmental protection” and “quality of

accommodation”. Visitors to Siquijor indicate a high degree of environmental awareness,

with two green aspects rating high on the list of customer priorities.

The friendliness of Siquijodnons, the personal security and Siquijor’s natural assets are

perceived as the strength of the destination and consequently can be found among the

highest ranking items. Nightlife & entertainment as well as shopping possibilities on the

other hand are rated as unsatisfactory by some respondents.

Siquijor’s activities and attractions can be improved in their variety and infrastructure. The

famous white beaches rank by far the highest. Siquijor was not able to market other points

of interest to their full potential in comparison to some other provinces,which were able

todevelop attractions with high recognition value. The fireflies as the trademark of the “isla

3

de fuego” or the mystic and healing aspects are promising resources in this regard, but both

are not popularized to full extent.

The competitiveness of Siquijor’stouristic offer and quality of accommodation towards other

domestic destinations is perceived as similar or better. Compared to other countries both

aspects only rank as similar or worse. The safety and security on the island is rated as good

in domestic as well as international comparison.

General satisfaction is high, with three-quarters of respondents rating the overall quality of

the touristic offer as excellent or good. 94% will recommend Siquijor to friends and relatives.

When given space to suggest improvements, enhancement of facilities as well as

improvements in service quality were the two most frequent aspects articulated by tourists. It

is important to note that 56% of respondents gave no response to the open question.

Most tourists indicated a high degree of satisfaction about the accommodation they availed

of. Friendly service, security & safety, room size, language skills and daily room cleaning

turned out to be among the highest ranking items. Having said that, there is still room for

improvement with regard to the availability of credit card payment, business facilities, and

live entertainment.

Environmental protection at hotel level is a high priority among respondents(70%-80%).

While green issues also turned out as top ranking in the general ratings of Siquijor as a

tourism destination, the same is true for environment friendly practices at hotel level.

Recently more and more enterprises also recognize that investments in natural assets are

good business decisions rather than mere charity.

When disaggregating preferences along origins of tourists, the top concerns are rather

broadly shared across the different nationalities. Looking at our sample group, it seems that

cultural factors do not play that much of a role when it comes to customer preferences

during their vacation.

4

TABLE OF CONTENTS

ACKNOWLEDGEMENT………………………………………………………………. … 1

FOREWORD…………..………………………………………………………………. … 2

SUMMARY OF KEY FINDINGS……………………………………………………… .... 3

TABLE OF CONTENTS.………………………………………………………….…….. 5

LIST OF FIGURES.………………………………………………………………....…… 6

LIST OF TABLES.……………………………………………………………………...… 6

Introduction......................................................................7Methodology....................................................................7Profile of Respondents....................................................9Gender & Age...............................................................................................................9

Nationality.....................................................................................................................9

Frequency & Duration of Stay....................................................................................10

Type of Trip....................................................................11Purpose of Travel.......................................................................................................11

Travel Companion/s...................................................................................................11

Reason to Choose Siquijor.........................................................................................12

How Trips are Organized............................................................................................12

Type of Trip Booked...................................................................................................12

Rating of Siquijor as a Destination..............................13Quality Ratings - Destination......................................................................................13

Rating of Local Attractions .........................................................................................15

Siquijor in Comparison to other Destinations.............................................................16

Suggestions for Improvement of the Destination........................................................16

Rating of the Local Accommodation Sector...............17Quality Ratings - Accommodation..............................................................................17

Reasons to Choose Particular Accommodation.........................................................20

Environmental Protection...........................................................................................20

Preferences by Origin of Tourists.............................................25

5

LIST OF CHARTS

Chart 1. The We Can Working Approach……………………………………... 2

Chart 2. Visitors by Age Bracket………………………………………...……... 9

Chart 3 Visitors by Gender…………….......………………………………….. 9

Chart 4 Visitors by Nationality……………….…………………..…………….. 9

Chart 5 No. of Overnight Stays…………………...……………………….…. 10

Chart6 No. of Visits to Siquijor...................................……………...…………. 10

Chart 7 Purpose of Travel…………………...…………………………..……. 11

Chart 8 Travel Companions…………………................................…………. 11

Chart 9 Reasons to Choose Siquijor…………………..……………………….. 12

Chart 10 How trips are organized…………………...…...………………….…. 12

Chart 11 Type of Trip booked………………………………..……...…………. 12

Chart 12 Destination Rating – Relative Importance of Items..………...……. 13

Chart 13 Quality Rating of Touristic Offer & Touristic Infrastructure………. 14

Chart 14 Comparison to Other Destinations…………………..………………. 16

Chart 15 Accommodation Rating – Relative Importance of Items…………. 18

Chart 16 Quality Rating of Local Accommodation Sector……………….…. 19

Chart 17 Reasons to Choose Particular Accommodation……………….….. 20

Chart 18 Environmental Protection……………….………………………….. 20

Chart 19 Domestic Preferences - Destination........………….…………….. 25

Chart 20 Anglo-Saxon Preferences - Destination ......…………………….. 25

Chart 21 European Preferences - Destination ....………………………….. 26

Chart 22 Other Asian Preferences - Destination .......………………:…….. 26

Chart 23 Domestic Preferences - Accommodation ........………………….. 27

Chart 24 Anglo-Saxon Preferences - Accommodation......... …:………….. 28

Chart 25 European Preferences - Accommodation…….………………….. 29

Chart 26 Other Asian Preferences - Accommodation .........……………….. 30

LIST OF TABLES

Table 1 Origin Countries …………………...………………………………. 10

Table 2 Rating of local attractions……………………………...…………. 15

Table 3 Suggestions for improvements…………………..…...…………. 16

Table 4 Disaggregated preferences destination..……..…...…,,,………. 25

Table 5 Disaggregated preferences destination..……..…...…,,,………. 25

6

INTRODUCTIONThe Siquijor Chamber of Commerce & Industry (SCCI) has identified tourism as its focus

sectorunder the WE CAN Sector Unit Approach (SUA) in line with the economic development

priorities of the Provincial Government.

Knowing one’s market is the starting point for sound business decisionsas well as for the design

of conducive policies. Especially in the hospitality business, customer preferences are a core

concern. The SCCI has opined that more definitive data is required to form a solid basis for

decision making.It is in this context that this study was carried out to provide a more in-depth

understanding about the perceptions that tourists carry about the touristic offer on the island

and about their general priorities during their vacation. Similar efforts were made by business

membership organizations in Bohol, Negros Oriental, Ormoc City and other parts of the

archipelago.

Based on the responses of 400 survey participants, this paper provides a profile of respondents,

information about the common type of trip booked as well as comprehensive ratings of Siquijor

as a destination and of the local accommodation sector.

Armed with information generated in the course of this survey, the province, the local chamber,

the tourism stakeholders with the support of the “WE CAN Visayas and Caraga” project may

find the answers to the following questions:

What conclusions can be drawn by the private sector and the LGU in Siquijor as to the

viability of developing the local tourism industry?

What kind of support can WE CAN provide?

What should be the working strategy of the local BMO,e.g. SCCI?

METHODOLOGY

The research instrument was designed to capture information that would provide a profile of the

travellers in terms of demographics, their reasons for travelling and type of trips booked as well

as their perception of Siquijoras a destination and a rating of the local accommodation sector.

The survey instruments are attached as Appendix.

The Siquijor State College under the guidance of Dr. ExpeditaO.Duran and Dr. Cyd A.

Sarmiento, were engaged to conduct data collection in the field. The College of Commerce of

the University of San Carlos (USC), under the guidance of Dr. Rene N. Argenal (Chair, Math

7

Department - USC), were engaged to encode and summarize the raw data. AFOS consultant

Mathias Wolter did the facilitation of the research process and final analysis.

A total of 400Tourists were interviewed during their stay in Siquijor either in their respective

accommodation facilities or at main points of interest on the island as well as during their

departure at the piers in Larena, Siquijor and Siquijor, Siquijor. Tourists were defined as

persons visiting the island either for leisure or for business, availing of commercial

accommodation for at least one night. The survey period was 14 – 30 January 2012.

Interviewees were selected using the random sampling method.

PROFILE OF RESPONDENTS

8

This Chapter covers basic information like gender and age of visitors, duration of stay and

relative importance of different origin countries.

GENDER & AGE

The succeeding charts show information on the demographics of the respondents.

20 & be-low

21 - 30 31 - 40 41 - 50 51 - 60 above 60 No data0%5%

10%15%20%25%30%

5%

25% 24% 26%

12%7%

2%

Chart 2 . Visitors by Age Bracket

61%

37%

2%

Chart 3. Visitors by Gender

The average age of respondents is 38 years. The majority of visitors to Siquijor are middle aged

adults. Teens below 20 years of age as well as seniors (above 60) do not make up large shares

of the local tourism market, with 5% and 7% respectively. The gender ratio is not fully balanced,

with 61% male visitors.

NATIONALITY OF GUESTS

Siquijorshows adistinct pattern of visitors as compared to other domestic destinations. Among

our respondents, the province seems to be able to capture similar big shares (about 40%

each)in the European as well as the US-Australia-Great Britain markets. Thesefindings are not

in line with the perceptions of resort owners1, who estimated the number of US-Australia-Great

Britain guests to be significantly lower.The discrepancy might be due to seasonal factors. The

estimations of resort owners were based on a yearly average. The number of Filipino

touristsamounts to only 16%of visitors to the island. Domestic tourists still seem to be hesitant

to visit the mystic island.Compared to other destinations in the Philippines, the Asian markets

like Korea and China as well as other nationalities do not play a significant role in Siquijor

tourism.

The top 5 single origin countries,most visible in Siquijor, are Germany, USA, Philippines,

Canada and the UK. 1 Wolter,Mathias/May Liza T. Sevilla (2012): “Siquijor Tourism Survey 2012; PART I PERCEPTIONS OF THE LOCAL ACCOMMODATION SECTOR

9

Male

Female

No Data

Table 1:Origin Countries#1 GERMANY 69 17%

#2 AMERICAN 67 17%

#3 FILIPINO 62 16%

#4 CANADA 29 7%

#5 BRITISH 25 5%

It might be necessary to

account for the average

number of nights stayedto

complement the analysis of

total arrivals, when assessing

the relative importance of

different origin countries

DURATION OF VISIT

Among the questions asked to respondents were the duration of stay and frequency of visits to the island.

1 nig

ht

2 nig

hts

3 nig

hts

4 nig

hts

5 nig

hts

6 nig

hts

7 nig

hts

8 nig

hts

9 nig

hts

10 nig

hts

14 nig

hts

17 nig

hts

18 nig

hts

21 nig

hts

22 nig

hts

23 nig

hts

24 nig

hts

25 nig

hts

28 nig

hts

No dat

a

7.8%

15.0%

18.8%

10.8%

7.8%

3.5%

6.3%

1.0% 1.3%

3.3% 3.8%

0.3% 0.3% 0.3% 0.5% 0.3% 0.5% 0.3% 0.3%

13.3%

Chart 5: No. of overnight stays(Total: 400)

Siquijor is characterized by stays of up to one week. While 50% of guests leave after 4 nights, a

few long term visitors push the average to 7 nights.

Table 2. Average Duration of Stay by OriginOrigin Domestic Anglo Saxon European Others Asian TotalMean 2,9 9,4 7,2 4,3 4,6 7,0

10

#1 European 39%

#2 USA,AUS,GB37%

#3 Filipino16%

#4 Asian, non Filipino5%

Others4%

Chart 4 : Visitors by Nationality

While Domestic and other Asian tourists stay for an average of 3-4 nights, American-

Australian-British and Europeansextend their stay to 7-9 nights on average.

When assessing the relative importance of different origin countries, it might be necessary to

account for the average number of nights stayedto achieve a more accurate measure. The

tendency reflected in total arrivals is further strengthened by accounting for duration of stay.

Americans-Australians-British and Europeans stay longer than Filipinos and visitors from other

origins.Accommodation establishments in Siquijor can either specialize further in maintaining

and strengthening their established and largest markets, or put in efforts to target new markets.

11

TYPE OF TRIP BOOKED

A lot of insights on priorities in tourism development can be gained by characterizing the

common mode of travel to Siquijor. Visitors were asked about the purpose of their travel, their

companions as well as the way they were attracted to the island and how their trip was booked.

Its white beaches are by far the

number one single reason to visit

Siquijor. Almost 20% of

respondents indicated that the

island is part of a roundtrip

through the Philippines, involving

more than one main destination.

These findings point to the

potential of strengthening

Siquijor’s share in the national

cake. Improvements in transport

and packaged tours can attract

more island hopping, favoring

Siquijor. As of now, business

travel does not play a significant role.

To further specify the character of

trips to Siquijor, respondents were

asked about their travel

companions. Only about 16% of

visitors travel alone. The majority

travel either in a group of friends or

as a couple. The low significance of

business travel indicated earlier is

also reflected by the fact that only a

small share of visitors travel with

business partners.

12

Business partner

others

Family relatives

No one

Partner

Friends

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45

1.3%

1.5%

15.8%

16.5%

30.3%

40.0%

Chart 8: Travel Companions(Total: 400 /Responses are not exclusive)

Others

Business

Wildlife flora/fauna

Cultural holiday

Adventure-sport

Ecotourism

Visiting relatives/friends

Diving holiday

Roundtrip

Beach holiday

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

8.8%

2.8%

7.5%

10.3%

11.5%

13.0%

15.8%

16.0%

18.5%

61.3%

Chart 7: Purpose of Travel(Total: 400/Responses are not exclusive)

With respect to marketing and

effective distribution channels it

seems helpful to explore about

how guests were attracted to the

island and how they booked their

travel. While “word of mouth” and

internet sources are the most

common responses when travelers

were asked how the idea emerged to

choose Siquijor, printed travel

guides and brochures also play a

considerable role.

Tour operators are not significant

players in Siquijor yet.By

international as well as domestic

comparison, travel to Siquijor is

characterized by a high share of

self-organized trips. 90% of

travelers like to book their trips on

their own and prefer to be

independent during their travel as

against choosing a packaged offer.

When aiming for considerable

increases in arrivals to the

province, intermediaries like travel

agencies or booking platforms can be

key players. For small enterprises it

is important to assess first if this is a

distribution channel which is

feasible and suitable for their

respective business models.

13

Travel Agency / Tour operator OFFLINE

Travel agency/ Tour operator ONLINE name of the organization

Travel/accommodation self-organized

0.0%10.0%

20.0%30.0%

40.0%50.0%

60.0%70.0%

80.0%90.0%

100.0%

0.5%

4.8%

90.5%

Chart 10: How Trips are Organized.(Total: 400)

No data

Other

Last minute offer

Business trip

Only flight tickets

Packaged tour

Self-organized

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

3.8%

0.0%

0.5%

0.5%

2.0%

5.3%

88.0%

Chart 11: Type of Trip booked(Total: 400)

TV

Radio

Travel agency

Tour operator

News magazines

others

Travel guides

Travel brochures

Family friends

Internet

0 20 40 60 80 100 120 140 160 180

2

3

10

11

17

45

61

66

125

153

Chart 9: Reason to Choose Siquijor(Total: 400)

RATING OF SIQUIJOR AS DESTINATION

In an effort to capture a comprehensive customer feedback, respondents were asked to rate the

touristic offer of the island in a variety of criteria, to indicate their favorite attractions in Siquijor

and to compare the island to other destinations in the Philippines.

To assess customer preferences in more detail, respondents were asked to indicate the relative

importance of certain items to their touristic experience. (Chart 12)This can be of great help to

allign investment priorities to customer demands. A rating of the current state of the touristic

offer and touristic infrastructure is covered in chart 13.

Shopping possibilities

Nightlife & entertainment

Price of the guided tours are affordable

adventure

Quality of the service in restaurant

Overall value of money

Accessibility of attractions and accommodations

Accessibility of the Island

Environmental Protection Observed

Personal safety & security

0% 10% 20% 30% 40% 50% 60%

Chart 12: Destination rating ICustomer preferences - Relative importance of different

items (Total: 400)

Very Impor-tantImportantNeutralUnimportantCompletely unimportant

The top 5 items perceived as most “very important by the respondents are “friendliness of the

local people”, “personal safety and security”“nature”, “environmental protection” and“quality of

accommodation”. Visitors to Siquijor indicate a high degree of environmental awareness, with

two green aspects rating among the top 5on the list. It is Important to note, that based on the

responses, no item can be sorted out as being perceived as unimportant by a majority of

14

guests. Even the last three itemsare still perceived as important by about 40% of respondents.

(Chart 12 ,page 14)

Shopping possibilitiesNightlife & entertainment

Quality of business-facilitiesQuality of the service in restaurant

Sport activitiesLocal cuisine

Local transport serviceadventure

Price of the guided tours are affordablePrices of food and drinks are affordable

Nature parksOverall value of money

Accessibility of attractions and accommodationsAccessibility of the island

Cultural & historical diversityEnvironmental protection observed

Quality of accommodationNature

Personal safety & securityFriendliness of the local people

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Chart 13: Destination rating IIQuality rating of touristic offer & touristic

infrastructure(Total: 400)

ExcellentGoodNeutralPoorVery Poor

When asked to rate the quality of the touristic offer and touristic infrastructure, most tourists

showed a high degree of satisfaction across the board. Positive responses outweigh the

negative. The friendliness of Siquijodnons, personal security and Siquijor’s natural assets are

perceived as the strength of the destination and consequently can be found among the highest

ranking items. Nightlife & entertainment as well as shopping possibilities on the other hand are

rated as unsatisfactory by some respondents.(Chart 13 ,page 15)

15

RATING OF LOCAL ATTRACTIONS

Siquijor’s activities and attractions can be improved in their variety and infrastructure. The

famous white beaches rank the highest. Siquijor has not been able to market other points of

interest to their full potential in comparison to some other provinces, which were able to develop

attractions with high recognition value. The fireflies as the trademark of the “isla de fuego” or the

mystic and healing aspects are promising resources in this regard, but both are not popularized

to full extent.

Table 2: Rating of local attractionsAttraction No. of Responses

#1 BEACH HOLIDAY 101

#2 SALAGDOONG 76

#3 CAMBUGAHAY 40

#4 CHURCHES 20

#5 FALLS 19

#6 EVERYTHING 13

#7 MT. BANDILAAN 10

#8 CAVES 10

#9 SAN JUAN BEACH 7

#10 MOUNTAINS 6

#11 CANTABON CAVE 5

#12 TRIAD 5

#13 CAPILAY SPRING PARK 5

#14 LAZI CONVENT 4

#15 PEOPLE 4

#16 TULAPAS SANCTUARY 4

#17 OLDEST BALITE TREE 3

#18 BUTTERFLY FARM 3

#19 NATURE VIEW 3

16

SIQUIJOR COMPARED TO OTHER DESTINATIONS

When asked to compare Siquijor to other tourism destinations in the countryalong different

criteria, a majority of respondents rated the island as similar toor better than other places.

N.A.40

10% Less39

10%

Similar23258%

Better89

22%

Touristic offer(Total: 400)

N.A.348%

Less236%

Similar17644%

Better16742%

Security(Total: 400)

N.A.369%

Less52

13%

Similar20251%

Better11028%

Quality of accommodation(Total: 400)

The general touristic offer and quality of accommodation were rated in a similar fashion, with a

majority rating those aspects as similar to the rest of the Philippines.Safety and security is rated

better in Siquijor than elsewhere by 42%.

No Data39

10% Less10326%

Similar18647%

Better72

18%

Touristic offer(Total: 400)

No Data369%

Less52

13%

Similar16642%

Better14637%

Security(Total: 400)

No Data40

10%

Less89

22%

Similar19148%

Better80

20%

Quality of Accommodation(Total: 400)

Compared at an international level, the same trends prevail for the security aspect, while the shares of respondents rating the quality of the touristic offer and quality of accommodation as less exceeds the number of respondents rating those aspects as better than in other countries.

17

Chart 14: Comparison to other domestic destinations

Chart 14: Comparison to other international destinations

SUGGESTIONS FOR IMPROVEMENTS OF THE DESTINATION

When given space to suggest improvements, enhancement of facilities as well as improvements

in service quality were the two most frequent aspects articulated by tourists. It is important to

note, that 56% of respondents gave no response to the open question.

Table 3: Suggestions for improvements  Frequency Percent

ImproveFacilities 46 11,5%Improve Services 23 5,8%

Cleanliness 14 3,5%KeepDeveloping 12 3,0%

EnvironmentalProtection 11 2,8%Transportation And Road Improvement 11 2,8%

Improve Signage And Tourist Information 10 2,5%WifiNetwork 8 2,0%

TooMuch Fee 5 1,3%More Resorts/Hotels& Restaurants 5 1,0%

More Night Life 4 1,0%Beach Improvement 4 1,0%

Lack Of Facilities 4 1,0%Technology 3 0,8%

BiggerSpace In Airport 3 0,8%24/7 Restaurant Service 3 0,8%

Cheaper Basic Accommodation And Food 2 0,5%MoreSeafoods 2 0,5%DivingFacilities 2 0,5%

No Comment / Satisfied 228 56,8%Total 400 100,0%

GENERAL SATISFACTION

General satisfaction is high, with three-quarters of respondents rating the overall quality of the

touristic offer as excellent or good. 94% will recommend Siquijor to friends and relatives.

No Response9

2%

Very Poor3

1%Poor133%

Neutral80

20%

Good19148%

Excellent10226%

I Dont Know2

1%

Chart General Quality of Touristic Offer(Total: 400)

No Response Yes No0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

No Response1.8%

Yes94.8%

No3.5%

Chart Will Recommend Siquijor to Friends/Relatives(Total: 400)

18

RATING OF LOCAL ACCOMMODATION SECTOR

This chapter contains a comprehensive rating of the accommodation facilities thatrespondent

availed of during their stay. In addition they were asked to indicate which factoreventually made

them choose their particular resort as well as to comment on environmental issues.

QUALITY RATINGS - ACCOMMODATION

To assess customer preferences in more detail, respondents were asked to indicate the relative

importance of certain items for their touristic experience. (Chart 15 ,page 20) This can be of

great help to allign investment priorities to customer demands. A rating of the current state of

the local accommodation sector is covered in chart 16,page 20.

Customer preferences - Relative importance of different items

The top 5 items perceived as “very important” are friendly service, security & safety, cleanliness

& comfort of the room, CR facilities and safety deposit box. Business facilities and a conference

room, on the other hand, are the lastitems, demanded by respondents in this sample. It is

important to note that based on responses, no item can be sorted out as beeing perceived as

unimportant by a majority of guests. Even the last items are still perceived as important by

about 35% of respondents. Even if business related facilities are rated as totally unimportant by

some of the typical leisure tourists, the share of respondents who might return for business -

given proper MICE facilities are available - is not to be neglected.(Chart 15 ,page 20)

Quality rating of local accommodation sector

When asked to rate the quality of the accommodation they availed of during their trip, most

tourists showed a high degree of satisfaction across the board. Positive responses outweigh

negative ratings as indicated by the predominance of green towards red in the color coding of

the following chart.Friendly service, security & safety, room size, language skills and daily room

cleaning turned out to be among the highest ranking items.

There is still a lot of room for improvement as reflected in the responses. Low acceptance of

credit card payment, lack of business facilities and live entertainment are among the items that

are rated as most unsatisfactory. (Chart 15 ,page 22)

19

Conference roomBusiness facilitiesothersLive entertainmentMini-barSouvenir shopSwimming poolHome country (e.g. USA)Hotel web pageAirt-conditioningExtended breakfastbarChoice between “a la carte” or buf -

fetGuided toursinternationalInternet in the room/ WI-FIReception service at nightValet parkingAccessibility for disabled personsCredit card paymentrestaurantHot and cold waterRoom servicesizenationalReasonableness of price (food)Ambience/designChild friendlyReasonableness of the priceGeneral(personal perceived level)Luggage service/secure leftQuick service deliveryTourist information (brochure)Responsiveness/service orientationFood informationWindow/ viewDaily room cleaninglocationLanguage skillssafeComfort room facilitiesCleanliness/ comfortfriendlySecurity and safety

0% 10% 20% 30% 40% 50% 60%17%18%18% 21%21%24%21%22%22% 29%26%25%28%27%23% 27%24% 28%24%26%26% 29%31%25%27%29%28% 34%35%30% 36%34%32%33% 40%34% 40%33% 40% 46%40% 48%51%50%

Chart 15: HOTEL LEVEL RATING How important is this aspect for the quality of your

vacation?(Total: 400)

No data Very Important Important Neutral Unimportant Completely Unimportant

20

Credit card paymentConference roomBusiness facilitiesLive entertainmentSouvenir shopHotel web pageInternet in the room/ WI-FIothersReception service at nightMini-barHome country (e.g. USA)Swimming poolExtended breakfastfood - internationalbarReasonableness of price (food)restaurantAccessibility for disabled

personsGuided tours

Choice between “a la carte” or buffet

food - nationalFood - GeneralQuick service deliveryHot and cold waterAmbience/ designAir-conditioningReasonableness of the priceValet parkingRoom serviceComfort room facilitiesLuggage service/secure leftTourist information (brochure)Food informationChild friendlylocationResponsiveness / service orien-

tationCleanliness/ comfortWindow/ viewSafety deposit box Daily room cleaningSecurity and safetyLanguage skillsRoom sizeFriendly Service

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Chart 16: Hotel Level rating II Quality rating of local accommodation sector

(Total: 400)

No DataExcellentGood

21

REASON TO CHOOSE PARTICULAR ACCOMMODATIONWhen asked what factor eventually led them to choose their respective resortor hotel, the

respondents indicated“available facilities” as more relevant than the “location”. This is probably

explained by the moderate size of the island and the fact that white beaches are accessible all

around the place. As seen in the preceding destination survey, travel agencies also do not play

a significant role for hotel bookings. The percentages of visitors attracted by word of mouth,

internet information andprinted travel guides are quite balanced.

Leisu

re fac

ilities

(enter

tainmen

t , sp

orts ...

Frien

ds & fa

mily re

commendati

on

Internet

informati

on

Trave

l guides/

broch

ures

Local

near p

oint of th

e inter

est (b

each, ci

t...

others

Rating w

eb pag

es

Business

facili

ty

Trave

l age

ncy rec

ommendati

on

Tour o

perator r

ecommen

dation

Chosen fr

om the e

mployer

Business

partner

recommen

dation

TV/RADIO

20% 19% 18% 17%

7%5%

2% 2% 2% 1% 1% 1% 0%

Chart 17: Reasons to Choose Particular Accommodation(Total: 400 / Responses are not exclusive)

It seems to be advisable for accommodation enterprises to invest on their website and their

facilities. Aside from that, no magic bullet can be identified to attract bookings. The potential of

travel agencies, in this case, is quite negligible.

ENVIRONMENTAL PROTECTION AT HOTEL LEVEL

Environmental protection at hotel level is a high priority among respondents.

Environmental protection observed

Untouched character of ho-tel surroundings

Cleanliness of hotel surroundings

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

16%

17%

16%

29%

33%

36%

42%

39%

38%

Chart 18: Environmental protection(Total: 400)

No data

Very Important

Important

Neutral

Unimportant

Completely Unimportant

22

While green issues also turned out as top ranking in the general ratings of Siquijor as a tourism

destination, the same is true for environment friendly practices at hotel level. A vast majority of

70%-80% indicated that visible measures on environmental protection and the untouched

character of hotel surroundings are an important factor for their touristic experience..

The importance of the natural assets of the island for the local tourism industry is widely

recognized. Recently more and more enterprises also recognize that investments in those

natural assets are good business decisions rather than mere charity. While above findings

indicate a high awareness and demand for green business practices among customers one

doesn’t have to start from scratch or invent the wheel over again. Good practices from other

provinces are well documented.2

Aside from the earning potentials of going green, the threats of pursuing business as usual are

evident. For example, the lack of proper wastewater treatment (The discharge of septic tanks is

usually not treated any further in resorts on the island.) can lead to considerable pollution of

beaches and groundwater as experienced in destinations like Boracay. With a growing tourism

industry, proper solid waste disposal and other long term issues will increasingly gain

importance

2 Finkel, Thomas (2011) „Greening the tourism value chain in Bohol”, Study commissioned by GIZ (Survey overseen and study co-authored by Mathias Wolter)

23

PREFERENCES BY ORIGIN OF TOURISTS

This chapter compares preferences of domestic tourists, US-Australian-British tourists and

European tourists, as well as other Asian (non-Fiipino) tourists.

Disaggregated preferences – Destination

Table 4 Disaggregated preferences – Destination

Domestic Anglo-Saxon European Other Asian

1

Personal Safety & Security

Friendliness of Local People

Friendliness of Local People

Quality of Accommodation

2

Friendliness of Local

PeoplePersonal Safety

& Security NaturePersonal Safety

& Security

3 Nature NaturePersonal Safety

& Security Friendliness of Local People

4

Environmental

Protection Observed

Environmental Protection Observed

Quality of Accommodation Nature

5

Quality of Accommod

ation

Accessibility of Attractions &

Accommodation

Environmental Protection Observed

Prices of Food and Drinks are

FavorableWhen it comes to criteria concerning the whole destination, we cannot find strong variation in

preferences when we disaggregate the responses by origin of tourists.

Criteria like safety and a desire for friendly hosts seem to be that much of basic concerns, that

they are widely shared without regard of cultural background. Strong preferences for

environmental protection and the natural attraction of Siquijor are equally important to visitors

from all origins as well. (Charts 19-22, page 26-27)

Disaggregated preferences – Accommodation

A similar tendency can be found

when looking at the preferences

at hotel/resort level. The top

concerns are rather broadly

shared across the different

nationalities. (Table 5.) For a

detailed breakdown of the hotel

level importance ratings see

Charts 23-26 (Pages 27-30)

24

Table 5 Disaggregated preferences – Accommodation

Domestic Anglo-Saxon European Other Asian

1Daily room cleaning

Friendly Service Security and safety

Friendly Service

2Size of Room

Security and safety

Friendly Service

Language skills

3Window/

viewLanguage skills location Ambience/

design

4

Cleanliness/ comfort

Comfort room facilities

Cleanliness/ comfort

Room service

5Mini-bar Cleanliness/

comfortDaily room cleaning

Child friendly

Looking at our sample group, it seems that cultural factors do not play that much of a role, when

it comes to customer preferences during their vacation.

25

Nightlife & Entertainment Shopping Possibilities

Quality of business facilitiesSport Activities

AdventureLocal Cuisine

Cultural & Historical DiversityQuality of Service in Restaurants

Prices of the Guided Tours are FavorableNature Parks

Accessibility of the IslandLocal Transport Service

Overall Value for Money

Accessibility of Attractions & Ac-commodation

Prices of Food and Drinks are FavorableQuality of Accommodation

Environmental Protection ObservedNature

Friendliness of Local PeoplePersonal Safety & Security

0% 10% 20% 30% 40% 50% 60% 70% 80%

31%32%

32%37%

50%39%

52%45%47%47%

52%48%

55%58%

56%60%

69%69%

65%71%

Chart 19: Domestic Preferences - DESTINATIONCustomer preferences - Relative importance of different

items(Total: 62)

I Dont KnowVery ImportantImportantNeutralUnimportantCompletely Unimportant

Shopping PossibilitiesQuality of business facilitiesNightlife & Entertainment

Sport ActivitiesLocal Cuisine

Adventure

Prices of the Guided Tours are Favorable

Quality of Service in RestaurantsCultural & Historical Diversity

Overall Value for Money Nature Parks

Prices of Food and Drinks are Fa-vorable

Accessibility of the IslandLocal Transport Service

Quality of Accommodation

Accessibility of Attractions & Accommodation

Environmental Protection ObservedNature

Personal Safety & Security Friendliness of Local People

0% 10% 20% 30% 40% 50% 60% 70%

18%18%

16%22%

31%34%

24%29%

26%34%

28%36%

39%39%40%

38%41%

46%56%

59%

Chart 20: US-Australian-British Preferences - DESTINATIONCustomer preferences - Relative importance of different

items(Total: 141)

I Dont Know

Very Important

Important

Neutral

Unimportant

Completely Unimportant

26

Shopping PossibilitiesQuality of business facilitiesNightlife & Entertainment

Sport ActivitiesPrices of the Guided Tours are Favorable

Nature Parks Cultural & Historical Diversity

AdventureOverall Value for Money

Local CuisineQuality of Service in Restaurants

Prices of Food and Drinks are Favorable

Accessibility of Attractions & Accommo-dation

Local Transport ServiceAccessibility of the Island

Environmental Protection ObservedQuality of AccommodationPersonal Safety & Security

NatureFriendliness of Local People

0% 10% 20% 30% 40% 50% 60%

5%10%

12%12%

19%24%

19%23%

29%27%

26%24%

27%33%

35%45%

34%49%

54%50%

Chart 21: European Preferences - DESTINATIONCustomer preferences - Relative importance of different

items(Total: 150)

I Dont Know

Very Important

Important

Neutral

Unimportant

Completely Unimportant

Shopping PossibilitiesQuality of business facilities

Prices of the Guided Tours are FavorableNightlife & Entertainment

Accessibility of Attractions & Ac-commodation

Quality of Service in RestaurantsNature Parks

AdventureSport Activities

Cultural & Historical DiversityLocal Cuisine

Overall Value for Money Local Transport Service

Accessibility of the IslandEnvironmental Protection Observed

Prices of Food and Drinks are FavorableNature

Friendliness of Local PeoplePersonal Safety & Security Quality of Accommodation

0% 10% 20% 30% 40% 50% 60%

17%6%

22%6%

22%17%17%17%

11%33%

22%22%

11%33%

28%17%

33%39%

33%39%

Chart 22: Asian Preferences - DESTINATIONCustomer preferences - Relative importance of different

items(Total: 18)

I Dont Know

Very Important

Important

Neutral

Unimportant

Completely Unimportant

27

Live entertainmentConference Room

Hotel web pagenational

Business facilitiesrestaurant

locationReasonableness of the price

internationalAirt-conditioning

Reception service at nightAmbience/ design

Souvenir shopSwimming pool

Comfort room facilitiesHot and cold water

Tourist information (brochure)Responsiveness /service orien-

tationHome country (e.g. USA)

Credit card paymentGeneral(personal perceived level)

safety deposit boxInternet in the room/ WI-FI

Reasonableness of price (food)others

barExtended breakfast

Valet parkingLuggage service/secure left

Food informationAccessibility for disabled persons

Child friendlyfriendly

Language skillsSecurity and safety

Quick service deliveryRoom service

Choice between “a la carte” or buffet

Guided toursMini-bar

Cleanliness/ comfortWindow/ viewSize of Room

Daily room cleaning

0% 10% 20% 30% 40% 50% 60% 70%18%26%29% 29%29% 34%27%26% 32%32%29%29%32%35%35%37% 44%40%40%39% 44%35% 40% 47%48%42% 48%44% 48%48%50%52%48%45% 52%50%45% 52%50% 58%58%60%56% 66%

Chart 23: Domestic Preferences - ACCOMMODATIONHow important is this aspect for the quality of your

vacation?(Total: 62)

I Don't KnowVery ImportantImportantNeutralUnimportant

28

Business facilitiesConference RoomothersMini-barSouvenir shopLive entertainmentAirt-conditioningExtended breakfastHome country (e.g. USA)Swimming poolHotel web pagerestaurantInternet in the room/ WI-FIGuided toursbarCredit card paymentChoice between “a la carte” or

buffetHot and cold waterValet parkinginternationalReception service at nightRoom serviceSize of RoomnationalAmbience/ designAccessibility for disabled personsGeneral(personal perceived level)Window/ viewLuggage service/secure leftReasonableness of price (food)Reasonableness of the priceQuick service deliveryDaily room cleaningTourist information (brochure)

Responsiveness /service orien-tation

locationChild friendlyFood informationsafety deposit boxCleanliness/ comfortComfort room facilitiesLanguage skillsSecurity and safetyfriendly

0% 10% 20% 30% 40% 50% 60% 70%17%16%16% 20%22%22% 29%25%21%23%22%20%24%26%28%24%29%26%26%26%28%28%25%23% 30%30%33%30% 38%32% 40%35%40%31% 37%28% 43%43%43% 52%43%43% 50% 59%

Chart 24: US-Australian-British Preferences - ACCOMMODATION

How important is this aspect for the quality of your vacation?

(Total: 141)

I Don't KnowVery ImportantImportantNeutralUnimportant

29

othersHome country (e.g. USA)Accessibility for disabled personsbarSize of RoomReception service at nightExtended breakfastChoice between “a la carte” or buffetReasonableness of price (food)Swimming poolConference RoomRoom serviceLive entertainmentinternationalGuided toursHotel web pageInternet in the room/ WI-FIBusiness facilitiesMini-barGeneral(personal perceived level)Hot and cold waternationalChild friendlyReasonableness of the priceAmbience/ designValet parkingTourist information (brochure)Credit card paymentrestaurantResponsiveness /service orientationQuick service deliverySouvenir shopLuggage service/secure leftAirt-conditioningFood informationWindow/ viewComfort room facilitiesLanguage skillssafety deposit boxDaily room cleaningCleanliness/ comfortlocationfriendlySecurity and safety

0% 10% 20% 30% 40% 50% 60%16%21%17% 23%22%17% 23%23%24%18%17% 27%16%19% 24%19% 27%18%19% 23% 29%27%20% 27%21% 28%27%26%27%27%29%27% 35%25% 39%35%33%36% 43%34% 41%34% 45%48%

Chart 25: European Preferences - ACCOMMODATIONHow important is this aspect for the quality of your

vacation?(Total: 150)

I Don't KnowVery ImportantImportantNeutralUnimportant

30

Mini-barHotel web pageSwimming poolConference RoomGuided toursChoice between “a la carte” or buffetLive entertainmentBusiness facilitiesothersAirt-conditioningrestaurantbarHome country (e.g. USA)Credit card paymentHot and cold waterExtended breakfastReception service at nightReasonableness of the priceValet parkingSize of RoomInternet in the room/ WI-FISouvenir shopReasonableness of price (food)internationalTourist information (brochure)Accessibility for disabled personsFood informationCleanliness/ comfortLuggage service/secure leftQuick service deliveryDaily room cleaningnationalWindow/ viewResponsiveness /service orientationlocationGeneral(personal perceived level)Comfort room facilitiessafety deposit boxSecurity and safetyChild friendlyRoom serviceAmbience/ designLanguage skillsfriendly

0% 10% 20% 30% 40% 50% 60% 70% 80%11%

11%17% 17%17%17%17%17%6% 22%6% 11%6% 11%6%6%

11%

6%11%

6%

11%17%17%

17%11% 22%17%17%17%17% 28%17%17%22% 33%17%17%17%17%17% 28%11%17%22%17%17%22%22%28%33%22%22% 39%28%22% 33%22% 33% 44%22%28%22% 33% 72%Chart 26: Asian Preferences - ACCOMMODATION

How important is this aspect for the quality of your vacation?(Total: 18)

I Don't KnowVery ImportantImportantNeutralUnimportantCompletely Unimportant

31

Funded by Thru

32