Agri Tourism Sites in Southern Leyte; A Satisfaction Survey

Abstract

This study evaluated the determinants of tourist satisfaction within the burgeoning agritourism sector of Southern Leyte, Philippines. The research specifically measured satisfaction levels across four critical domains: the quality of agritourism activities, the reasonableness of pricing, location and accessibility, and the sufficiency of facilities and amenities. Furthermore, it examined the relationship between tourist demographic profiles and satisfaction levels to inform a data-driven strategic action plan for sustainable development. Utilizing a descriptivecorrelational research design, data were gathered from 100 tourists and local visitors via a structured questionnaire employing a 4-point Likert scale. The findings demonstrated a high level of overall satisfaction (Mean = 3.65). Interactive agritourism activities, such as hands-on farming and fish feeding, alongside the destinations' accessible and non-congested nature, received the most favorable ratings. Facilities, including clean wash areas and well-maintained layouts, were also praised, while pricing was consistently viewed as reasonable and transparent, contributing positively to the perceived value. A pivotal discovery, confirmed through Chisquare analysis, was the absence of a significant relationship between satisfaction and demographic variables such as age, gender, civil status, and educational attainment. This suggests that the intrinsic quality of the agritourism experience is a universal satisfier, consistent with contemporary studies which posit that service quality and experiential authenticity often outweigh demographic influences in niche tourism (Aslam et al., 2022). The study concludes that the competitiveness of Southern Leyte's agritourism is fundamentally tied to maintaining high standards in tangible service attributes and delivering consistent value. These findings resonate with the principles of the SERVQUAL model and Perceived Value Theory, emphasizing reliability and customerdefined worth (Kumar & Anand, 2021). Consequently, a strategic action plan is proposed, urging local operators and policymakers to prioritize continuous infrastructure upgrades, experiential activity diversification, and comprehensive staff training to ensure the sector's long-term viability and appeal.