Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Travel Decision and Destination Experiences in the

Islands of Caramoan, Philippines: A Visitors’
Descriptive Evaluation
Emy S. Lasarte
Technology Department, Partido State University- San Jose Campus
Del Carmen, San Jose, Camarines Sur, 4423, Philippines

Abstract:- An understanding of visitors’ travel desires travel because they are pushed by their own internal forces
and experiences are vital in two ways- to adjust or called travel desires that drives a tourist away from home
destination’s marketing strategies in order to meet the and pulled by the external forces that includes experience
expectation and demand of the travel market and to and destinations attributes (Dhan, 1997). In the same
ensure sustainability of both physical and social manner, Quan and Wang (2004) suggesting that tourist
attributes of the place. In this sense, this paper experience consist of two dimensions such as, the peak
evaluated the travel decision and experiences of visitors touristic experience and supporting consumer experience.
in the islands of Caramoan considered as one of the The peak touristic experience is associated to the attractions
Philippines’ uncontaminated and unspoiled natural that form as the major motivation of visitor to visit a
areas branding it as a “Hidden paradise in the Pacific”. particular destination while, the supporting consumer
Using a questionnaire-based survey administered to on- experience are based on the tourism elements, such as
site visitors in a descriptive method of research, the accommodation, transportation, food service and other
islands are visited by tourists due to their desire for tangible products that are part of the travellers stay during
nature-based and eco-adventure tour. Their experiences his/her entire journey. As cited by Taylor, Frost, & Laing
with the destination’s products, services, and hospitality (2017), visitor experience is regarded as the primary reason
were generally good with emphasis on the accessibility and the essence of the tourism industry. An opportunity to
to natural attractions and religious sites, friendliness of gain experiences is a major catalyst that motivates visitor to
the people service providers, suitable weather condition, leave their homes and travel to other destinations for
and organized excursions. With its continued growth, unusual environment.
provision of additional nature-based sports activities,
and other tourism products and themes should be Tourism experience usually begins at the departing
designed and developed to create diverse recreational activities from the tourist generating region and continues
participation. In the same way, improving the frontline at arrival in tourist destination region where full impact
tourist facilities as well as tourism frontline services is occurs in physical settings as a result of their interaction
needed to deliver more meaningful visitor experience. with the local residents, service providers, and participation
to leisure activities (Uysal, Woo, & Singal, 2012). This
Keywords:- Travel decision; Visitor experience; Tourism journey ends-up with the returning activities of the traveler
destination; Descriptive evaluation. to its origin where recollection takes place as part of the
post travel experience. Thus, it is considered as difficult
I. INTRODUCTION and crucial challenge to destination’s managers and
administrators to understand and meet visitor expectations
An understanding of visitors’ travel desires and and experiences (Taylor et al., 2017) in creating sustained
experiences is at core of the successful tourism destination. quality and meaningful experience.
It is vital in two ways: First, to adjust destination’s
marketing strategies, products and services in order to meet Hence, this paper that evaluates the cycle of visitor
the expectation and demand of the travel market, and travel experience in a descriptive manner. Specifically, it
second to ensure sustainability of both physical and social assessed the factors affecting the travel decision of visitor
environment of the place. Hence, it is now recognized that to visit particular destination area; determined tourism
tourism businesses are concerned at evaluating and activities most participated by visitors; and evaluated
knowing with what motivates tourists, how they make destination’s products, services, and hospitality, as well as,
decisions, how much they enjoy and learn during their the overall experience in the islands of Caramoan
vacation experiences, how they interact with the local Peninsula, Philippines.
people and environment, and how they feel about their
holidays. While, considering that visitors are the main The popularity of the place was gained through
actors in the travel business, obviously the tourism industry Philippine Republic Act (RA) 9445 otherwise known as:
exists to cater to their needs (Goeldner & Ritchie, 2003) “An Act Declaring the Islands of Lahuy, Cotivas,
and service providers has to come up with the trends of Guinahuan, Luksuhin, Malibagan and Masag, Off the
tourist’s consumption to keep its competitiveness. Northeastern Coast of the Municipality of Caramoan,
According to Crompton’s push and pull model, people Province of Camarines Sur as National Tourism Zones”.

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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
This declaration has fuelled local socio-economic development of the area which also calls for sustainable
development and with its progressive performance for the destination management and marketing.
past few years only signifies a growing competitiveness and

Fig 1:- Primary island attractions: (a) Lahos (vanish) island;

(b) Sabitang laya; (c) Matukad island
Source: www.albertthebackpacker.com

Caramoan islands are one of the Philippines’ evaluation of destinations attributes including products and
uncontaminated and unspoiled natural areas, thus branding services which serve as basis of the individual’s travel
it as a “Hidden paradise in the Pacific” or “The Philippine decision and planning (Cooper et al., 1993). Second, the
Best Secret Paradise” (see Figure 1). It is located in the realization phase which considered as the “moment of
lower eastern part of Camarines Sur in the Bicol region of truth” where the expectation and preparation from the first
the Philippine archipelago and is approximately 500 stage becomes into reality. The destination experience is
kilometers from the capital Metro Manila. the goal of the trip and is combined of tourist destination
products, services, and hospitality, as well as of both the
II. MATERIALS AND METHODS outward and return journeys. Lastly, the recollection phase
which happens after the participation in tourism activities
 Research design during the journey and stay at the destination visited. It
This paper employed a descriptive method of research provides the overall evaluation and nostalgic feelings of
which is considered common in the leisure and tourism experience.
area, for three reasons: the relative newness of the field, the
changing nature of phenomena being studied, and the Data gathering was conducted to 100 randomly
frequent separation between research and action (Veal, selected on-site local and foreign visitors during the months
2011). It is also aimed to present and describe the of March, April, and May 2019 as summer vacation and
characteristics of the phenomenon being studied (Turk & peak season of the destination.
Uysal, 2017).
III. RESULTS
 Survey design and data collection
In order to achieve the purpose of the study, This part contained the results of the study. These data
questionnaire-based survey was utilized designed in a self- covers: visitors’ profile; factors affecting the visitor’s travel
administered form that serves as the main gathering tool. decision; tourism activities participated within the
This instrument has adopted the online toolkit and resource destination area; tourist products, services, and hospitality;
series for sustainable tourism destination management by and overall visitors’ experience post evaluation.
Stange et al. (2013) in evaluating the phases of visitors’
travel experience developed by Bonaface & Cooper (2001),  Visitors’ profile
which every tourism trip can be thought of as an experience The visitor travel profile in Caramoan have found that
with a series of stages, namely: anticipation, realization, 78% of the visitors were first timers to visit the destination
and recollection phases. First, the anticipation phase takes and 22% of them visited the place repeatedly to which
place before the trip in evolves perceptions and 77.27% have visited the area 2 to 3 times and 22.72% or 22
expectations about the destination intended to visit. It respondents have been to Caramoan 4 to 5 times.
involves felt need or travel desire, information and

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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Variable Category %
Is this your first visit in the area? Yes 78
No 22
If NO, how many times, in total, have you visited this area? 2 to 3 times 77.27
4 to 5 times 22.72
Are you travelling Alone 9
with friends 25
with partner 20
with family 28
with colleagues 18
In which country do you permanently reside? Domestic 43
Korea 3
USA 9
Australia 8
Japan 1
Canada 7
China 2
United Kingdom 4
Malaysia 7
Germany 13
Singapore 3
What was your primary reason of visiting the area? Leisure 74
Business 7
Visiting Friends & Relatives 5
Education 10
Volunteerism 4
How long will you be visiting this area? For a day 15
2 to 4 days 77
5 to 10 days 5
11 to 20 days 2
More than 21 days 1
How do you hear about this area? Radio 1
Television 2
Newspaper 4
Magazine 11
Internet 21
Travel Brochure 3
Social Media 24
Tour Operator 19
Word of Mouth 15
What was your main mode of transportation to this area? Personal Car 14
Rented Car 30
Airplane 3%
Tour Bus 7
Taxi 4
Boat 42
Table 1:- Visitor travel profile

They were travelling with family with the highest media which accounted 24% of responses and only 1% of
percentage of 28 and only 9% of the visitors were traveling them heard the place through radio. Furthermore, the main
alone. Most of them were domestic tourists with 43% and mode of transportation of visitors to the area was by water
13% came from Germany and USA generated 9%, while through boat that gained a total of 42%, followed by the
Japan was 1%. Their primary reason of visit was for leisure rented car with a total of 30% and only 3% of them were
that gained a highest percentage of 74 while few of them travelling by air.
visit the area for volunteerism which earned a lowest total
of 4%. Most of the visitors stayed in the place for at least 2
to 4 days at 77% and only 1% of them stayed for more than
21 days in the destination. The highest means of their
information to the tourist destination was through social

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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Factors affecting travel decision with their corresponding mean were facilities for children
(3.10); recommendations from a friend/book (2.75); and the
Factors Mean Interpretation desire to learn about other cultures, their ways of life, and
Good weather condition 3.90 Very Important heritage (2.50).
Quality and natural scenery and 3.35 Very Important
landscapes/environment However, the factors such as interest in business
Opportunity to see wildlife 3.80 Very Important investment (2.48); participation in major cultural or
Visits to parks and other pristine 3.85 Very Important religious events (2.20), opportunity to visit indigenous or
natural areas traditional communities (2.00); and opportunities to
Opportunity to stay in pristine 3.80 Very Important experience traditional ways of life (1.80) were rated and
natural environment perceived as not very important factors affecting the travel
Desire to learn about other 2.50 Important decision of visitors in the destination.
cultures, their ways of life, and
heritage  Participated recreational activities
Participation in major cultural or 2.20 Not Very The most participated tourism activities by visitors in
religious events Important the tourist destination area were ranked according to the
Opportunity to visit indigenous 2.00 Not Very responses from the visitors.
or traditional communities Important
Opportunities to experience 1.80 Not Very Tourism Activities % Rank
traditional ways of life Important Island hopping 98 1
Opportunities for learning about 3.35 Very Important Swimming/scuba diving 97 2
and experiencing natural and Spelunking/caving 81 3
cultural attractions Kayaking 60 4
Opportunities for 3.75 Very Important Souvenir Shopping 53 5
adventure/sports activities Water paddling 42 6
Good prices for quality received 3.85 Very Important Hiking/trekking 40 7
Good local transportation 3.55 Very Important Visiting historical 30 8
system places/landmarks/cultural heritage
Recommendations from a 2.75 Important sites
friend/book Climbing 26 9
Facilities for children 3.10 Important Biking 18 10
Accessibility 3.95 Very Important Visiting villages/small towns 15 11
Safety and security 3.90 Very Important Nightlife activities 13 12
Interest in business investment 2.48 Not Very Wildlife viewing 11 13
in visited area Important Religious/pilgrim 10 14
Table 2:- Factors affecting the travel decision of visitors to Attending art or music performances 3 15
visit Caramoan Table 3:- Recreational activities participated in the
destination
The factors affecting the travel decision of visitors to
visit Caramoan are presented in table 2. It was clearly Among the fifteen activities available in Caramoan,
recognized that the accessibility of the place is very island hopping dominates the recreational activities which
important for them which earned a highest mean of 3.95. gathered a total of 98%; followed by the swimming/scuba
Likewise, the safety and security and good weather diving of 97%; spelunking, 81%; kayaking, 60%; and
condition were also very important factors to the travel souvenir shopping which ranked number 5 with 53%.
decision of visitors that received a total mean of 3.90. While, attending to art or music performances considered
least participated of 3% responses.
The good prices for quality received and chance to
visit to parks and other pristine natural areas are perceived  Destination products, services, and hospitality
very important which gained a mean of 3.85. Furthermore, experience
opportunities to see wildlife and stay in pristine natural The experience of visitors in destination’s tourism
environment were added very important factors to the products, services, and hospitality are shown in table 4. It is
visitors that affect their travel decision with a mean of 3.80. clearly noted that accessibility to natural attractions (4.50);
The mean of 3.75 interpreted as very important was accessibility to religious sites (4.40); friendliness of the
attributed to opportunities for adventure/ sports activities. It people service providers (4.25); weather (4.25); and
is followed by the good local transportation system of 3.55 organized excursions (4.20) were excellent qualities of the
mean and opportunities for learning about and experiencing tourist destinations according from the surveyed visitors in
natural and cultural attractions with a total of 3.35 which the area. The tour guides were very good at 4.15 mean,
were both very important factors in the decision making of followed by the rating of 4.10 which signifies very good in
the visitors. Another attributes that were rated terms of local cuisine/drinks.
important factors affecting the travel decision of the visitors

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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Products, Services and Mean Interpretation Findings also showed that the following ratings were
Hospitality observed: the diversity of adventure/athletic activities
Services at the seaports and 2.90 Good (3.38); personal safety (3.20); interpretation of
terminals natural/cultural heritage sites (3.00); and services at the
Maintenance and convenience of 2.60 Good seaports and terminals and food services facilities (2.90)
the sea port were experienced well by the visitors. Similarly, on the
Personal safety 3.20 Good availability of equipment; explanation and convenience of
Friendliness of the people 4.25 Excellent the customs; and convenience and access to local transport
service providers were experienced good for a mean of 2.75 respectively by
Acceptance of local residents 4.10 Very Good visitors as well as with the supply of water and electricity
Tourist-host interactions 3.50 Very Good which resulted in 2.70 mean and given with the same
Explanation and convenience of 2.75 Good interpretation. Furthermore, a mean of 2.60 as good were
the customs attributed to maintenance and convenience of the sea port,
Local cuisine/drinks 4.10 Very Good degree of knowledge of foreign languages from the service
Accessibility to cultural heritage 4.00 Very Good personnel, and visitors centers.
sites
Meanwhile, fair ratings were given to: police
Accessibility to natural 4.50 Excellent
visibility; telecommunications facilities and internet;
attractions
presence/ availability of automated-teller-machines
Accessibility to religious sites 4.40 Excellent
(ATM)/commercial banks; and hospital medical center
Interpretation of natural/cultural 3.00 Good
which gained a 2.50 mean respectively. Relatively fair
heritage sites
ratings were given to the facilities for children with 2.59
Diversity of adventure/athletic 3.38 Good and entertainment/nightlife with 1.90 mean. The very least
activities was the poor experience by the visitors to the shopping
Availability of equipment for 2.75 Good opportunities in the destination which earned a value of
adventure activities 1.60.
Visitor centers 2.60 Good
Organized excursions 4.20 Excellent  Overall visitors’ travel experience
Degree of knowledge of foreign 2.60 Good Table 5 reveals the overall post-evaluation of visitors
languages from the service in the destination area. Majority of the respondents
personnel answered YES and that they will recommend visiting the
Police visibility 2.50 Fair place to their friends/relatives.
Weather 4.25 Excellent
Facilities for children 2.59 Fair Variable Category f %
Shopping opportunities 1.60 Poor Would you recommend Yes 83 83
Telecommunications facilities 2.50 Fair that friend/relatives of No 17 17
and internet yours visit this area?
Convenience and access to local 2.75 Good Table 5:- Overall visitors’ travel experience
transport
Entertainment/nightlife 1.90 Fair IV. CONCLUSION AND RECOMMENDATIONS
Presence/availability of 2.50 Fair
automated-teller-machines The desires for nature and eco-adventure tour as well
(ATM)/commercial banks as the quality of service and facilities in the destination are
Accommodation/lodging 3.45 Very Good considered main factors that influence the visitor’s travel
facilities decision to visit Caramoan. Their actual experiences in the
Food services facilities 2.90 Good place was found to be excellent along with the accessibility
Hospital/medical centers 2.50 Fair to natural attractions and religious sites, friendliness of the
Tour guide 4.15 Very Good service providers, suitable weather condition, and organized
Hotel staff 4.00 Very Good excursions. While, in terms of police visibility,
Water and electricity 2.70 Good telecommunications facilities and internet availability,
Table 4:- Destination products, services, and hospitality presence of automated-teller-machines (ATM)/commercial
experience banks, hospital medical center, facilities for children, and
entertainment/nightlife were experienced fair by the visitors
Other very good responses were given to acceptance during their stay. Similarly, poor rating was attributed to
of local residents that received a 4.10 mean and shopping opportunities. Generally, the overall post-
accessibility to cultural heritage sites and hotel staff which evaluation of visitors in Caramoan to recommend visiting
garnered a total of 4.00 individually. In addition, visitors the place to their friends/relatives were majority yes.
had experienced very good tourist-host interactions in the According to Jagger & Halpenny (2012), their interaction
destination with a value of 3.50; likewise the with the place creates the visitors experience, and high
accommodation/lodging facilities were rated 3.45 and quality of visitors experience is a fulfilled outcome in
interpreted as very good. participation to recreational activities. Hence, tourism in

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Volume 5, Issue 7, July – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
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ACKNOWLEDMENT

The author acknowledges its funding institution – the

Partido State University for technical and financial
supports. Likewise, to her colleagues and good friends Mr.
Niño Rebuya and Engr. Kier Gasga for their company and
direct valuable inputs during the conduct and development
of the study.

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