ASSESSMENT ON THE DESTINATION IMAGE OF SAN JOSE, BATANGAS

A Thesis
Presented to the Faculty of
College of Accountancy, Business, Economics
and International Hospitality Management
Batangas State University
Pablo Borbon Campus

In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Science in Tourism
Management

By:
Dianne S. De Guzman
Micah M. Delgado
Jayla Dionhelle M. Rosales

November 2024
 APPROVAL SHEET
This thesis, ASSESSMENT ON THE DESTINATION IMAGE OF SAN JOSE,
BATANGAS, prepared and submitted by Dianne S. De Guzman, Micah M. Delgado,
Jayla Dionhelle M. Rosales, in partial fulfillment of the requirements for the degree of
Bachelor of Science in Tourism Management, has been examined and is recommended
for acceptance for oral examination.

DR. ELROY JOSEPH VALDEZ

Adviser

Approved by the Committee on Oral Examination with grade of .

PANEL OF EXAMINERS

DR. LEONNA MARRIEN U. ASI,

Chairperson

MS. SHARAMAINE B. PAGCALIWAGAN, DR. JEFFREY MARANAN,

Member Member

Accepted and approved in partial fulfillment of the requirements for the degree
Bachelor of Science in Tourism Management.

BENDALYN M. LANDICHO, Ph.D., AFBE

Date Dean, CABEIHM
 ACKNOWLEDGMENT

The researchers would like to take this opportunity to acknowledge and express their

deepest gratitude to the following people or institutions who helped make this study

possible.

To the Almighty God, for giving the researchers the faith and strength to be able

to accomplish this study and for His guidance and protection to the researchers from any

illnesses during the construction of the study.

To the researcher’s parents, for the unwavering support and encouragement to the

researchers that served as a source of motivation by the latter to be able to accomplish

this study.

To the researcher’s friends, for their genuine understanding, patience of

answering all of our queries, and their unwavering support to the researchers..

To the tourism office of San Jose, Batangas, for assisting the researchers as they

conduct the study in their municipality and for allowing the researchers to indulge in the

help offered by them to be able to finish this study.

 ABSTRACT

This study aim to assess the destination image of San Jose, Batangas, with a focus on

the municipality’s newly developed attractions, including the Dancing Floor Fountain,

FPJ Arena, and Museo de San Jose. The study evaluated the respondents' perceptions of

San Jose’s destination image based on the attribute-holistic, functional-psychological, and

common-unique dimensions. Additionally, it identified the respondents' profiles, such as

age, sex, civil status, educational attainment, monthly income, and type of respondent,

and examined whether significant differences exist in destination image perceptions when

grouped according to these profile variables. Based on the findings, the researchers

proposed strategic recommendations to further enhance the new tourism image of San

Jose, Batangas.

A descriptive research design was utilized to gather and analyze data collected. The

primary data collection tool was a researcher-made survey questionnaire, structured with

Likert-scale interpretations for the assessment of destination image factors. Stratified

sampling was applied to select 371 residents and tourists from key barangays and tourist

establishments in San Jose, Batangas. The gathered data were analyzed using frequency,

percentage, weighted mean, and one-way ANOVA to identify significant differences in

perceptions.

The findings of the study revealed that the majority of respondents were aged 18-40,

with females, single individuals forming the largest demographic groups. Respondents

were generally satisfied with San Jose’s destination image, especially in terms of its

newly developed attractions such as the Dancing Floor Fountain, FPJ Arena, and Museo

De San Jose. When assessing San Jose’s image across the attribute-holistic,
functional-
psychological, and common-unique factors, respondents expressed high satisfaction,

indicating that these elements successfully contributed to a positive perception of the

destination. Analysis showed no significant differences in destination image assessments

based on age, civil status, or educational attainment. However, significant differences

were found when grouping respondents by sex and monthly income, suggesting these

demographics may influence perceptions of San Jose’s destination attributes. This

comprehensive assessment underscores San Jose’s appeal across diverse segments,

positioning it as a prominent tourist destination in Batangas.

 TABLE OF CONTENTS

Page

TITLE PAGE ................................................................................................. i

APPROVAL SHEET ..................................................................................... ii

ACKNOWLEDGMENT ............................................................................... iii

ABSTRACT ………………………………………………………………… iv

TABLE OF CONTENTS .............................................................................. vi

LIST OF TABLES ......................................................................................... viii

LIST OF FIGURES ......................................................................................... x.

CHAPTER

I. THE PROBLEM

Introduction ………..................................................................................... 1

Statement of the Problem ................................................................................... 3

Hypothesis of the Study ..................................................................................... 4

Scope, Delimitation and Limitation of the Study ………............................... 4

Significance of the Study …………………………………………………… 5

II. REVIEW OF LITERATURE

Conceptual Literature ……………………...…………………………………... 7

Research Literature ……………………………………………………………. 23

Theoretical Framework ………………………………………………………... 36

 Conceptual Framework ………………………………………………...……… 37

Definition of Terms …………………………………………………………… 40

III. RESEARCH METHODOLOGY

Research Design …………………………………………………………………. 42

Respondents/Participants/Subjects/None of the Study …………………………….42

Data Gathering Instrument ………………………………………………………….43

Data Gathering Procedure …………………………………………………………. 45

Statistical Treatment of Data ………………………………………………………. 46

Ethical Considerations ……………………………………………………………... 47

IV. PRESENTATION, ANALYSIS AND INTERPRETATION

OF DATA

1 – Profile of the Respondent……………………………………………………….. 48

2 – Assessment on the Destination Image of San Jose, Batangas …………………. 55

3 – Differences on the assessment on the destination image of San Jose, Batangas

when grouped according to profile variables ……………………….67

4 – Proposed Strategies on the destination image of San Jose, Batangas …………….. 78

V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary ……………………………………………………………………………….82

Conclusions …………………………………………………………………………... 86

Recommendations ……………………………………………………………………..88

REFERENCES ……………………………………………………………………… 90

APPENDICES ……………………………………………………………………..... 97

BIOGRAPHIC SKETCH ………………………………………………………….. 103

 LIST OF TABLES

Table No. Title Page

1 Reliability 44

2 Scoring and Interpretation of Responses 45

3 Distribution of respondents by age 48

4 Distribution of respondents by sex 49

5 Distribution of respondents by civil status 50

6 Distribution of respondents by educational 52

attainment
7 Distribution of respondents by monthly Income 53

8 Distribution of respondents by type of respondents 54

9 Assessment on the destination image of San Jose,

Batangas in terms of attribute-holistic. 56

10 Assessment on the destination image of San Jose, Batangas in

terms of functional-psychological 60

11 Assessment on the destination image in terms of common-unique 64

12 Differences on the assessment on the destination image of

San Jose, Batangas when grouped according to age 68

13 Differences on the assessment on the destination image of

San Jose, Batangas when grouped according to sex 69

14 Differences on the assessment on the destination image of

San Jose, Batangas when grouped according to civil status 71

15 Differences on the assessment on the destination image of

San Jose, Batangas when grouped according to educational attainment 72

 16 Differences on the assessment on the destination image of

San Jose, Batangas when grouped according to monthly income 74

17 Proposed Strategies on the Destination Image of San Jose,

Batangas 80
 LIST OF FIGURES

Figure No. Title Page

1 Conceptual Paradigm; Assessment on the Destination Image of San Jose,

Batangas 39