Psychographic measure of service quality of resorts in Davao City

Abstract

The main objective of the study was to determine the psychographic measure of service quality of resorts in Davao City. Using descriptive survey research design and employing Mean, T-test and ANOVA as statistical tools, the following results were manifested: The respondents were within the age bracket of 18-25, female and were college levels; the level of psychographic measure of service quality of resorts in Davao City was high; and, there was no significant difference on the psychographic measure of service quality of resorts in Davao City when analyzed by age and sex. On the other hand, there was a significant difference on the psychographic measure of service quality of resorts in Davao City when analyzed by educational attainment. Based on the results, the researchers recommended that the local government of Davao City should provide a standard base on the Tourism Code and oblige resorts to do their best in providing services to the tourists but not to the extent of losing their profit. Likewise, the resort owners/managers should evaluate the psychographic measures provided by the tourists and make the necessary adjustments that would attract more customers, particularly in the quality of their services and amenities. Keywords: Psychographic Measure, Service Quality, Resorts and Davao City. University of MIndanao