Perceived Service Quality towards Repetitive Visit among Dot Accredited Agri-Tourism Farm Sites in Nueva Ecija: A Basis for Quality Service Strategic Plan

Jennalyn C. Equila
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Jennalyn C. Equila: Master of International Hospitality and Tourism Management, Wesleyan University-Philippines

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3863-3884

Abstract: The study assessed the service quality provided by the six DOT accredited Agri-tourism Farm Sites in Nueva Ecija. This study is anchored from the SERVQUAL model (Parasuraman et al., 1988), which categorizes service quality into five distinct dimensions: Responsiveness, Tangibles, Reliability, Assurance, and Empathy. The researchers used Likert-scale type questionnaires and analyzed the data through statistical data treatment such as frequency and percentage, weighted mean, and Pearson-R Correlation. The study used a quantitative descriptive correlational research design. This will benefit specifically the Agri-tourism farm sites in Nueva Ecija in improving the quality of service that they will provide, which will likely result in higher intention to visit for visitors to return. The result of this study shows that the service quality of Agri-tourism Farm Sites in Nueva Ecija in terms of responsiveness, tangibles, reliability, assurance, and empathy was verbally interpreted as strongly agree and with a verbal description of highly satisfied. The study revealed that there is significant relationship between the socio-demographic profile of respondents (generation, occupation, purpose of visit, and services availed) and the service quality of the Agri-tourism Farm Sites in Nueva Ecija in terms of responsiveness, tangibles, reliability, assurance and empathy. On the other hand, there is also significant relationship between the socio-demographic profile of respondents (generation, occupation, type of tourist, and purpose of visit) and their repetitive visit intention in Agri- tourism Farm Sites in Nueva Ecija in terms of satisfaction and loyalty. Additionally, there is significant relationship between the service quality and repetitive visit intention to Agri-tourism Farm Sites in Nueva Ecija. Moreover, the output of this study will provide quality service strategic plan to improve the quality service to be used by the management of six DOT accredited Agri-tourism Farm Sites in Nueva Ecija.

Date: 2024
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