Tourists' satisfaction on cultural tourism festival : a study for the Philippines' king of festivals

Abstract

The study was undertaken to determine the level of tourists’ satisfaction of Kadayawan Festival of Davao City 2014. The study made use of the descriptive survey research. Pertinent data were obtained through the use of a self-constructed survey questionnaire that were statistically analyzed and interpreted. Results of the study showed that there were 100 respondents randomly selected within key parts of Davao City courtesy of experiencing the celebration of Kadayawan Festival 2014. Majority of the respondents were male who belongs to 19 - 30 years old age range. Majority of the 15 different nationalities surveyed were Filipinos. In terms of nature traveler majority were family traveler and business traveler. The indicators like cultural activities, visual environment, and safety and security has been used to measure the level of tourists’ satisfaction of Kadayawan festival and it has revealed high level response. In determining significant differences, it has shown that there were no significant differences in the level of tourist satisfaction of Kadayawan Festival in terms of age. However, there was a significant difference in the level of tourist satisfaction visiting Kadayawan Festival in terms of sex, nationality, and nature of traveler. The researchers recommended that in terms of sex, nationality, and nature of traveler, the Kadayawan Foundation with due coordination with the city government of Davao must uphold holistic festival activities that would elicit equal responses from the given demographics. This is to guarantee that the festival is still at its peak in stimulating high responses in terms of tourists’ over-all satisfaction. Keywords: Tourists’ Satisfaction, Cultural Tourism, Festival, King of Philippine Festivals