Assessing the Level of Tourist Satisfaction and its Effect on Future

Behavior Intentions in the Province of Ilocos Norte

(Collaborative Research)

Eric S. Parilla, DBA

School of Management
University of Asia and the Pacific, Philippines
eric.parilla@uap.asia

Marc Edward Abadilla, BSBA

College of Business Education
Northwestern University, Philippines
marc_abadilla@yahoo.com

A. Introduction

In recent decades, tourism has become one of the Philippine’s largest industry. The
industry continued its growth in 2006, attracting 2.8M tourists, 8.5% higher than the
previous year. For January to June 2007, visitor arrivals to the Philippines increased by 7.6%
compared to the same period last year, drawing 1.5 million visitors (Department of Tourism,
2012). Filipinos’ interest in traveling to cultural/heritage destinations has increased recently
and is expected to continue. This trend is evident in the rise in the volume of travelers who
seek adventure, culture, history, archaeology and interaction with local people. Tourism has
also outdone the performance of other key sectors such as manufacturing and retailing. With
the industry’s significant contribution in terms of wealth, the immense creation of jobs also
follows. The travel and tourism sector in 2015 offered employment with 284 million jobs;
this can be likened to 1 in 11 of all jobs worldwide. The employment growth rate in this
sector is 2.6%, outpacing other economic sectors such as financial services, education and
healthcare sectors (WTTC, 2016).
The Philippine tourism industry also show promising values as the percentage of
contribution to the nation’s economy rises each year, with a progressing upward forecast
until the year 2026. Over the years tourism has been a top foreign exchange generator.
Tourism investments endorsed by the Department to concerned agencies (i.e. Board of
Investments, Philippine Economic Zone Authority, and LTFRB) reached over Php 11.94
Billion in 2005 with projects in land transport and hotel development. While a total of Php
93.76 Billion in tourism accommodation projects in 2006 and Php 17.34 Billion for the first
half of 2007 were recorded. This could be attributed to the successfully ingenious “WOW
Philippines” campaign, which has been scrapped due to a new government administration
 (Shahani, 2015). The issue of employment is prevalent in the Philippines. Hence, it is vital
to know that the tourism industry directly generated 1,264,500 jobs, which is 3.3% of total
employment, in 2015 and it could go up by 3.1% in 2016. The total contribution, including
positions indirectly related to tourism, was 4,004,000 jobs in 2015. This is 10.3% of total
employment and is expected to rise by 3.5% in 2016 (WTTC, 2016).
Tourist satisfaction is considered one of the prime variables to sustain
competitive business in the tourism industry because it affects the choice of destination,
consumption of products and services. Tourist satisfaction has been one of the key
areas of tourism research for more than four decades. It is a judgment that a product or
service itself, provided (or is providing) a pleasurable level of consumption-related
fulfillment, including levels of under- or over-fulfillment”. The above satisfaction
definitions were adopted from Gisse & Cote (2000) research paper. Kotler (2000)
defined satisfaction as “a person’s feelings of pleasure or disappointment resulting from
comparing a product are perceived performance (or outcome) in relation to his or her
expectations”.
It is in this context that the research paper entitled “Assessing Tourist
Satisfaction and its effect on Post-Visit Intentions in the Province of Ilocos Norte” is
conceptualized. The research shall determine the satisfaction level of tourists in the
Province of Ilocos Norte in terms of several factors such as products, bus/airport
terminals, host attitudes, road transport, accommodation facilities, pricing, natural
environment, language and entertainment. Then, it determined the relationship of
tourist satisfaction to future behavior intentions.

B. Statement of the Problem:

Generally, this study determined the level of overall tourist satisfaction in the Province of
Ilocos Norte and its effect to post-visit intentions. Specifically, the study answered these
research problems:
1. What is the demographic profile of the tourist-respondents in terms of:
1.1.Age;
1.2.Gender;
1.3.Occupation;
1.4.Civil Status;
1.5.Tourist Type; and
1.6.Monthly income;
2. What is the level of tourist satisfaction in terms of:
2.1 Tourist product;
2.2 Airport/bus terminal;
2.3 Host attitude ;
2.4 Road transport;
2.5 Accommodation and catering;
 2.6 Pricing;
2.7 Natural Environment;
2.8 Entertainment; and
2.9 Language and communication?
3. What is the level of future behavior intentions of the tourists visiting Ilocos Norte in
terms of:
3.1 Recommendation
3.2 Revisit
4. Is there a relationship between the demographic profile of the respondents and the
level of tourist satisfaction in Ilocos Norte?
5. Is there a relationship of level of tourist satisfaction and future behavior intentions?
6. What are the problems and issues faced by tourists who visit Ilocos Norte?
7. What are the strategic recommendations to improve on the level of tourist satisfaction
in Ilocos Norte?
C. Conceptual Framework
Independent Variable Dependent Variable
Level of Tourist Satisfaction
1. Tourist product;
2. Airport/bus terminal;
3. Host attitude ; Future Behavior intentions
4. Road transport;
5. Accommodation and - Recommend
catering; - Revisit
6. Pricing;
7. Natural Environment;
8. Entertainment; and
9. Language and
communication

Demographic Profile
- Age;
- Gender;
- Occupation;
- Civil Status;
- Tourist Type;
- Monthly income;

Figure 1 shows that the independent variable is the level of tourist satisfaction in the
Province of Ilocos Norte in terms of products, bus/airport terminals, host attitudes, road
transport, accommodation facilities, pricing, natural environment, language and entertainment.
These factors affect the dependent variable which is the future behavior intentions of tourists
visiting Ilocos Norte. The moderating variable which affects both the independent and dependent
variables is the demographic profile of the tourists-respondents.
D. Scope and Delimitation
This study focused on the tourist satisfaction of those who have visited the Province of
Ilocos Norte for the past two years of its different tourists destinations such as Pagudpod
beaches, windmills, Cape Bojeador, and Kapurpurawan Rock formations. Tourists could either
be a local tourist (those that are staying in other provinces or Regions of the country) or foreign
(those tourists who came from different countries). The future behavior intentions of the tourist
were either they will recommend Ilocos Norte and/or they will revisit the province again.
E. Significance of the Study
This study benefited four sectors: the tourism industry, the Philippine government, and
the academe.
The tourism industry benefited from this study because improving the level of tourists’
satisfaction would eventually yield to increase GDP in the Province of Ilocos Norte and
therefore increase in their revenues and profits
Since there is a possibility of increasing the revenue from tourism, the Philippine
government will, therefore, benefit as well. This is because more income from the tourism
industry will help the GDP of the country to increase.
For the academe, a new body of knowledge will be contributed by this study. According
to the study conducted by Berezan, et. al (2013), nationality plays a moderating role between the
relationship of sustainable practices and guest’s satisfaction. Therefore, the main contribution of
this study for the academe will be the inclusion of Filipinos’ perspectives.

F. Operational Definition of terms

Tourist. Those that have visited the province of Ilocos Norte. It could be local or foreign
tourists.
Future Behavior Intentions. The response of the tourists who visited Ilocos Norte that could
either be recommendation or revisit intentions.
Tourist Satisfaction. Tourist satisfaction, as used in this study, refers to how the tourist’s
overall experience in terms of products, bus/airport terminals, host attitudes, road transport,
accommodation facilities, pricing, natural environment, language and entertainment For this
study, the terms “customer satisfaction” and “tourist satisfaction” will be used interchangeably.

Chapter 2. Review of Related Literature

A. TOURISM DESTINATION

As the tourism industry is an existing sector in each economy, its contribution would only
be felt if its attractions and resources were locally and globally acknowledged and competitive
(Yoon et al., 2001). A prominent obstacle that is a constant in the tourism industry is figuring out
the most effective way “to establish, nurture, protect and strengthen tourism destinations and
their positions in increasingly competitive and global markets” (Crouch, 2007). To define a
tourism destination, Murphy et al. (2000) mentioned that it “may be viewed as an amalgam of
individual products and experience opportunities that combine to form a total experience of the
area visited.” The overall experience is molded by people’s wants and needs, combined with
memorable, emotional and sensorial interactions. Supporting the previous definition, López-
Bonilla & López-Bonilla (2010) said that “a tourist destination is a conglomeration of individual
tourist products, both tangible and intangible, located at a particular geographical area and
offering tourists an integrated experience”. Further elaborated by Hu & Ritchie (1993), they
theorized that “the tourism destination, as a package of tourism facilities and services, which like
any other consumer product, is composed of a number of multi-dimensional attributes”.
Destinations are mosaics of smaller pictures of attractions and services integral to the whole
tourism portrait.

The concept of a destination has always been irrefutable, but there is depth within the
definition that depends on the person interpreting the experience. Tourists can be subjective on
the concept based on their own cultural background, past experiences, purpose of visit and travel
itinerary among others. In relation to this, academic literature on destination competitiveness
nailed down a destination as a “defined geographical region which is understood by its visitors as
a unique entity, with a political and legislative framework for tourism marketing and planning”
(Buhalis, 2000). Tourist perceptions, therefore, have to be taken into account in terms of
destination resource management (Cracolici & Nijkamp, 2009). According to Goodall &
Bergsma (1980), attractions, facilities and services, accessibility, image and consumer expense
were components of a tourist destination. These were supported by McKercher’s (1999) concept
of a destination wherein it is composed of “Five As”, namely “accommodation, attractions,
activities, access and amenities”. Ultimately, even though a destination is already full of
resources and attractions, coupling its unique differentiated qualities with strategic executions is
still the best approach for the improvement of the destination’s competitiveness (López-Bonilla
& López-Bonilla, 2010). Also, the survival of firms in that certain destination relies on proper
destination management (Zouni & Kouremenos, 2008). Tourism destination management should
focus on the aspects that constitute a destination, particularly in relation to how resources, goods
and services, equipment and infrastructures affect consumer action. In order to achieve a
successful tourism destination management, these supply factors are integrated with different
variables from the vast supply chain. Also, tourism destination management holds its foundation
on location boundaries and tourist experiences (López-Bonilla & López-Bonilla, 2010).

Chapter 3. Research Methodology

A. Research Design
This study is a descriptive research that aimed to know the level tourists’ satisfaction for
the different tourist destinations in Ilocos Norte. The variables of the tourist satisfaction includes
products, bus/airport terminals, host attitudes, road transport, accommodation facilities, pricing,
natural environment, language and entertainment.

B. Locale of The Study

This study was conducted to selected tourist destinations in Ilocos Norte such as
Pagudpod white beaches, Laoag City Sand Dunes, and Paoay Church. The tourists that was
subjected to the study was both local and foreign tourist who have visited the province in the past
two years.
C. Research Gathering Instrument
Survey questionnaires and interviews are the data gathering instruments that was used in
this study. A questionnaire is a research instrument that consisted of questions and other prompts
that aid the researchers to gather information from the respondents. The questionnaire is
composed of two parts. The first part is on the demographic profile of the respondent-tourists.
On the other hand, the second part of the questionnaire was the different factors of tourist
satisfaction that includes products, bus/airport terminals, host attitudes, road transport,
accommodation facilities, pricing, natural environment, language and entertainment. The last
part was the future behavior intentions of recommendation of revisit intentions.
Given a 4-point Likert Scale, the norms of interpretation for this part of the survey was:

Weighted Mean Interpretation

1.0- 1.75 Highly Dissatisfied
1.76-2.5 Dissatisfied
2.51-3.25 Satisfied
3.26-4 Highly Satisfied

D. Data Gathering Procedure

As mentioned, a quantitative method of data gathering was conducted first through

surveys among the respondents, and it was followed by an interview, a form of qualitative
method, with the tourism officer and tourism instructors of different universities in Ilocos Norte.

E. Population and Sample

This study utilized as its sampling technique quota sampling, where the researchers got
50 tourists for each tourist destinations under study. Therefore the total number of respondents
was 200 respondents.
F. Statistical Treatment
 The weighted mean was used to interpret the data gathered for each attribute in the
questionnaire. First, the weighted mean of the answers of the respondents per attribute was
computed. Then, the mean of each attribute was interpreted according to the norms of
interpretation presented above. Moreover, the researcher looked at each of the answers of the
respondents and compared it to the mean.
To find out the relationship of the dependent and independent variables, Pearsons R and
Multiple regression was used.
Chapter 4 Presentation, Interpretation and Analysis of Data
Demographic Profile of Respondents
Age Frequency Percentage
15 and below 11 5.7
16-25 86 42.9
26-35 34 17.1
36-45 34 17.1
46-55 29 14.3
56 and above 6 2.9
Total 200 100
Civil Status
Single 129 64.7
Married 65 32.4
Window/Widower 6 2.9
Total 200 100
Gender
Male 92 46.2
Female 108 53.8
Total 200 100
Educational
Attainment
Elementary
Graduate 11 5.7
High School
Graduate 57 28.6
College Graduate 131 65.7
Post Graduate 0 0.0
Total 200 100
Monthly Personal
Income
15,000 and below 56 28.0
16,000-35,000 74 37.0
36,000-55,000 45 22.5
 56,000-75,000 15 7.4
76,000-95,000 0 0.0
96,000 and above 0 0.0
Total 200 100
Tourist Type
Local 180 90.0
Foreign 20 10.0
Total 200 100

Age. Most of the tourist-respondents are from 16-25 years of age which comprised 42.6%
of the total respondents. This means that most tourists visiting the province are teenagers to early
twenties. This age group usually looks for adventurous activities such as 4x4 sand ride,
rappelling, zip lines, beaches and other outdoor activities. The government should make it a
point to offer activities that suits this age group so that they will be able to enjoy their vacation
and be able to revisit and recommend the Province to their family members and other friends.
Civil Status. One hundred twenty nine (129) or 64.7% of the tourists are single. This is
because single people have the luxury of travelling because they do not have major financial
concerns such as tuition fees of kids, basic family needs, and other financial matters that married
people concern themselves with. Their purchasing power is higher than the married individuals.
Also, they have more time to spend on vacation as compared to married people.
Gender. 53.8% or 108 of the tourists are female. This means that females are more prone
to get involved in vacations. The Ilocos Norte government should therefore make sure that there
are some activities or places that the female population enjoy more. According to an annual
survey conducted by Springhills Suites Hotels, women vacation every 10 months, while men
vacation every 12 months.
Educational Attainment. Most of the tourist-respondents are college graduates (131
respondents or 65.7%). This means that people vacation more upon finishing their education
because they have either a stable job or they have more time to spent for vacationing as
compared when they are studying.
Personal Monthly Income. Most of the tourist-respondents are in the bracket of
P16,000.00 to 35,000.00. It can be deduced that tourists visiting the province are mostly from the
middle class. It can mean that since the prices and cost of travelling to the province is not that
expensive, many tourists that belongs to this class can afford to visit. Unlike other tourist
destinations such as Palawan and Aklan, cost of travelling in the Province is much cheaper.
Tourist Type. Most of the visitors of the Province are local tourist coming from nearby
regions such as National Capital Region and Region 4. This means that because of the good
mode of transportation in going to Ilocos and its different sceneries and tourists’ spots many
local tourists especially those nearby provinces are attracted in coming to the place.
 Tourist Satisfaction
Items Weighted Mean Verbal
Interpretation
Tourist Product
Availability of facilities for children 2.74 S
Availability of guided excursions and tours 3.09 S
Availability of spot facilities and activities 2.78 S
Availability of facilities on beaches 3.00 S
Availability of museums and historical HS
places 3.26
Availability of daily tour services 3.16 S
Availability of health services 2.90 S
Overall Weighted Mean 2.99 S
Weighted Mean Interpretation
1.0- 1.75 Highly Dissatisfied
1.76-2.5 Dissatisfied
2.51-3.25 Satisfied
3.26-4 Highly Satisfied

The table suggests that in terms of TOURIST product, tourists are highly satisfied with
availability of Museums and historical places with a mean rating of 3.6 and a verbal
interpretation of “Highly Satisfied”. There are three major museums in the Province of Ilocos
Norte namely Marcos Museum and Mausoleum(Batac City), Museu Ilocos Norte (Laoag City)
and Bacarra Museum (Bacarra). One of the respondents in the interview said that he is very
satisfied with the museums he visited in the province particularly the Museu Ilocos Norte
because it presented the history of Laoag City in a diversed and artistic way. The interview also
revealed that the museums he visited were clean and well-kept. It also charges minimal fee
which is affordable for tourists.
The table also suggests that the lowest in in terms of TOURIST product is availability of
facilities for children with a mean rating of 2.74 and verbal interpretation of Satisfied. This
means that in the province of Ilocos Norte there is limited tourist destination where the kids
would enjoy such as theme parks. The destination are mostly natural such as beaches and
museums.
Overall, in terms of tourist product the mean rating is 2.99 with a verbal interpretation of
SATISFIED. The visitors need more facilities for children, spot services and hospitals. These
facilities should be improved to enhance satisfaction of visiting tourists in the province.
 Airport/Bus Terminals Weighted Mean Verbal
Interpretation
Speed of check-in and check-out at the S
destination airport/bus terminals 2.97
Cleanliness of the destination airport/bus S
terminals 3.03
Availability of facilities and services at S
destination airport/bus terminals 2.88
Existence of information Centres 3.09 S
Overall Weighted Mean 2.99 S

On the other hand, in terms of transportation, tourists are most satisfied with the existence
of information centers with weighted average of 3.09 and verbal interpretation of SATISFIED.
There are several designated information booths strategically located at places where tourists can
actually inquire and ask for direction of different location where they can visit in the province.
Moreover these information centers have pasalubong centers, flyers and even a police officer and
tourism officer.
The lowest satisfaction rating is in terms of availability of facilities and services at
destination terminals with a mean rating of 2.88 and verbal interpretation of SATISFIED. When
the researchers asked the condition of facilities at bus terminals and airports, they said that the
airport and bus terminals lack facilities such as food canteens and comfort rooms are unclean.
Overall, airport and bus terminals in the province needs improvement especially in terms
of facilities. Transportation mode in a certain place reflects the culture, people and behavior and
it is the first and last place tourist would see in a certain place so airports and bus terminals
should also be maintained.
Host Attitude Weighted Mean Verbal
Interpretation
Friendliness of local residents 2.85 S
Attitude of local shopkeepers and staff 3.20 S
Responsiveness to customer complaints 3.18 S
Feelings of personal safety and security 3.09 S
Overall Weighted Mean 3.08 S

On host attitude, the overall mean rating is 3.08 with a verbal interpretation of
SATISFIED. The Ilocanoes are well known to be hospitable and warm especially those whom
they know. Many local tourists are satisfied with the storekeepers and staffs’ attitude towards
them (3.20). Most complaints are responded quickly and nicely (3.18) and tourists said that they
are secured and their belongings as well (3.09).
 Weighted Mean Verbal
Road Transport Interpretation
Comfort of local transport services 3.18 S
Network (accessibility) of local transport S
services 3.09
Attitude of local drivers 3.09 S
Taxi/Trycycle services 2.97 S
Overall Weighted Mean 3.08 S

As to road transport, the construct that got the highest weighted mean is comfortability of
local transport services with a mean rating of 3.18 and a verbal interpretation of SATISFIED.
Tricycles, kalesas, buses and jeepneys are the modes of transportation within the province. They
are available 24/7 and can even be hired to tour tourists around the province. Guests will not find
it difficult to roam around because of these modes of transportation.
Weighted Mean Verbal
Accommodation and Catering Interpretation
Quality of Food 2.91 S
Quality standard of accommodation 3.06 S
Cleanliness of accommodation 3.23 S
Level of hygiene and sanitation 3.16 S
Overall Weighted Mean 3.09 S

As for the accommodation and catering, most tourist are satisfied in terms of cleanliness
of accommodation with a mean rating of 3.23 and verbal interpretation of SATISFIED. Hotels
and pension houses in the province are well-kept and maintained. When the researchers went to
some hotels, it is observed that there are hotels cleaners that assure that their rooms and facilities
are clean. Moreover when asked, the hoteliers said that even though their rooms are not spacious
they bragged on the cleanliness. Moreover, in terms of hygiene and sanitation tourists are also
satisfied.
The lowest mean rating however, was on the quality of food (2.91). Though, Ilocos
province is known to local delicacies such as bagnet, longaniza and chicacorn, these delicacies
are not the main attraction of visiting the province.
Weighted Mean Verbal
Pricing Interpretation
Level of attractions prices 3.09 S
Level of souvenir and gift prices 2.97 S
Value for money 3.12 S
 Level of local transportation prices 3.00 S
Overall Weighted Mean 3.05 S

As for pricing, the highest variable is value of money with a mean rating of 3.12 with
verbal interpretation of SATISFIED. Tourist and guests find their trip and vacation in the
province enjoyable and worth it. Their experiences and memories are worth the money they
spend. However, they find souvenirs and gifts a little bit pricey and expensive. Interviews of the
tourist said that majority of the souvenirs are very expensive.

Weighted Mean Verbal

Natural environment Interpretation
Environment quality 3.21 S
Cleanliness of beaches and sea 3.30 VS
Attractiveness of natural environment 3.35 VS
Overall Weighted Mean 3.29 VS

In terms of natural environment, the overall weighted mean is 3.29 with a verbal
interpretation of VERY SATISFIED. This construct is the highest satisfaction level of all the
variables asked. Ilocos Norte is home of natural resources such as beaches, falls, mountains and
cliffs. Most tourists come here because of these natural resources and many are awed by the
attractiveness and natural beauty of these spots (3.35).
Weighted Mean Verbal
Entertainment Interpretation
Availability of restaurants 3.13 S
Availability of shopping facilities 2.90 S
Availability of nightlife and entertainment 2.70 S
Overall Weighted Mean 2.91 S

In terms of entertainment, it has a satisfaction level of 2.91 with a verbal interpretation of

SATISFIED. Tourist go to Ilocos Norte because of its cleans beaches and beautiful scenarios.
They do not go there for clubs and shopping areas. The results of the survey suggested that the
highest mean is availability of restaurants with a mean of 3.13 with a verbal interpretation of
SATISFIED. There are many restaurants in the area. Popular restaurants include La Preciosa,
Johnny Moon Café and Herencia Café. These three are well known of their Ilocano dishes and
cuisines.
In terms of entertainment, tourist rated it as SATISFIED with an overall mean rating of
2.91.
 Weighted Mean Verbal
Language and Communication Interpretation
Availability of written material in your S
language 2.97
Level of language communication 3.13 S
Overall Weighted Mean 3.05 S

In terms of Language and Communication, Ilocanos are fluent of Filipino and English.
Most of the locals know how to communicate using Filipino or English, making it conducive for
tourist both local and foreign. In terms of this construct, the overall mean rating is 3.05 with a
verbal interpretation of SATISFIED.

Future Behavioral Intentions

Weighted Mean Verbal

Items Interpretation
Recommendation Intentions
1. I will recommend Ilocos Norte for my 3.27 Very Likely
friends to visit.
2. I will recommend Ilocos Norte to my 3.27 Very Likely
other family members.
Revisit Intentions
1. I will visit again Ilocos Norte in the next 2.98 Likely
2 to 3 years.
Overall Score for Future Behavior 3.17 Likely
Intentions

In terms of future behavior intentions, tourist said that they will VERY LIKELY to
recommend it to family members and friends ( x = 3.27). This only means that most tourists find
their visit to the province satisfying. Most tourists find the province worth visiting. Interviews
from some tourists said that in terms of nature such as the beach and sand dunes are beautiful and
breath taking.

When asked if these tourists will visit the province again in the next two or three years,
many of them said that likely they will come back again (x= 2.98)
 RELATIONSHIP OF SATISFACTION AND FUTURE BEHAVIOR INTENTIONS

Recommend to others Revisit

B Sig. B Sig.
Satisfaction .275 .045 .413 .000

The table shows that satisfaction is associated to both intentions (recommendation and
revisit). In this way, the researcher assumes that satisfaction has an influence with future
behavior intentions (recommendation and revisit). It means that when tourists and tourism get
satisfied with the services, they demonstrate the intention to recommend it to relatives and
friends and they also intend to revisit the province.

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS

A. Conclusions. Based from the findings of this study, the following are the conclusions:
1. Most of the tourist visiting Ilocos Norte are locals specifically female, aged 16-25 years
old, single, college graduate and a monthly income of 16,000-35,000 pesos.
2. In terms of tourist product, they are satisfied with the museums and historical places.
3. In terms of transportation, most of the tourist are satisfied with the existence of
information centers.
4. In terms of host attitude they are most satisfied with attitude of shopkeepers and staff.
5. In terms of road transport, most tourist are satisfied with comfortability of local transport
services.
6. In terms of accommodation and catering, most tourist are satisfied in terms of cleanliness
of accommodation.
7. In terms of pricing, the tourists said they its worth the value of their money.
8. In terms of natural environment, the tourists are very satisfied.
9. In terms of entertainment, they are satisfied with availability of restaurants.
10. In terms of communication, most tourists are satisfied with the level of language
proficiency.
11. Most tourists will recommend to their friends and family members to visit Ilocos Norte.
12. Most tourist will revisit the province.
13. Level of tourist satisfaction influence future behavioral intentions.
B. Recommendations. Based from the conclusions, the following recommendations are
suggested:
 1. To maintain and preserve the museums and historical places found in the province. The
LGUs and provincial government should conduct beautification and preservation of these
places.
2. To include the construction of facilities and activities for children since there are also
children visiting the province.
3. To maintain the cleanliness of bus terminals and airport. Make sure that the airport and
bus stations should improve the terminals.
4. To improve on the friendliness of local residents by letting them know the importance of
increase tourism. The LGUs can conduct seminars and trainings regarding the matter.
5. To explore more on serving variety of food and expand the local delicacies of the
province.
6. Since tourists satisfaction influence future behavior intentions, the local tourism officers
should see to it that every tourist visiting the province are well satisfied.

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