TOURIST SATISFACTION AT BEACH RESORT IN SOUTHERN NEGROS, PHILIPPINES: A MIXED-METHODS STUDY

Abstract

Tourism plays a crucial role in the economy of Southern Negros, Philippines, with beach resorts being a significant draw for both local and international visitors. This study utilizes a Concurrent Nested Design to investigate tourist satisfaction with a beach resort in Southern Negros through a mixed-methods approach. Quantitative data were gathered from 150 tourists using a structured questionnaire to assess their satisfaction with the key dimensions: service quality, cleanliness, facility maintenance, and accessibility. Qualitative insights were obtained from an in-depth interview with the resort owner, who has operational experience. The quantitative results revealed high satisfaction levels, with cleanliness and service quality being the most significant factors. Correlation analysis revealed strong interrelationships between the dimensions. The qualitative narratives provided contextual depth, illustrating the resort’s commitment to personalization, ongoing facility improvements, and the challenges of managing peak periods. This integration of quantitative and qualitative findings provides a comprehensive understanding of tourist satisfaction and highlights areas for potential enhancement. This study underscores the importance of combining numerical data with experiential insights to inform effective management practices in the tourism sector