International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2023 Volume 11 Issue 14
Available Online: 31 December 2023
Gandarosa, Beauty Rose M.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
This study aimed to propose an action plan to further improve the festivals in the province of Lanao del Norte. The researcher determined the festivals’ quality and visitors’ satisfaction and loyalty to the festivals. It tested the significant difference in responses when grouped according to the profile variables and the significant relationship between festivals’ quality, satisfaction, and loyalty. The researcher used a quantitative method and a descriptive research design. The respondents of the study were 381 visitors who visited the five (5) Department of Tourism-recognized festivals in Lanao del Norte. The instrument was adapted from two different studies. Further, the statistical test used for the study was based on the Shapiro-Wilk Test and the Mann-Whitney U test to determine the significant differences, while Spearman’s Rho was used to determine the significant relationship between festivals’ quality, satisfaction, and loyalty. The study concluded that the majority of the respondents are aged 23–38 years old or belong to Generation Y or millennials, are males, single, have a monthly income of P10001-20000, and visit once to twice a year. The respondents generally agreed that the festivals in Lanao del Norte have an overall quality. Also, they are successful in meeting the expectations and satisfaction of the visitors and cultivating loyalty among them. Lastly, the research paper proposed a plan of action to enhance the festivals in the province of Lanao del Norte and provided relevant recommendations.
Keywords: festivals’ quality, visitors’ satisfaction, loyalty
Cite this article:
Gandarosa, B. R. M. (2023). Festival quality, visitors’ satisfaction, and loyalty to the festivals in the Province of Lanao del Norte. International Journal of Research Studies in Management, 11(14), 13-26. https://doi.org/10.5861/ijrsm.2023.1174