Chapter 3

RESEARCH METHODOLOGY

This chapter briefly presents the different methods and procedures used by the

researchers in doing this investigation. It consists research design, research environment,

research respondents, research instruments, validity of instruments, ethical

considerations, data gathering procedures and statistical treatment used in processing and

analyzing the data.

Research Method

Quantitative research was utilized in present study, because the researchers wants

to formulate questionnaire about physical characteristics of tourist attractions that can

influence tourists in visiting Dipolog City. Descriptive research design was used in the

study to gather and accumulate data needed for the completion of the study. It involves

descriptions, collection, analysis and interpretation of the data that were gathered from

the selected respondents appropriate for the study.

Research Environment

The preferred environment of this study used by the researchers is in the

municipality of Dipolog City, the capital of the province of Zamboanga del

Norte, Philippines. Dipolog City is known to be as the "Gateway to Western Mindanao".

Dipolog City. Dubbed as the “Twin-City Province,” Zamboanga del Norte has been made

famous by the beauty and charm of the Orchid City of Dipolog. This will be the focal

point of the study as there are numerous tourists travelled found within the city of the
respondents. According to TripAdvisor 2021 the top attractions to visit in Dipolog City

are:

 Dipolog Sunset Boulevard – Dipolog Sunset Boulevard is perfect for those who

wish to enjoy the serenity of a breathtaking sunset (Luna, 2021).

 Casa Bernedo – also known as the Bernedo Ancestral House, it was built by the

turn of the 20th century by a Spaniard named Justo Bernedo  his wife Isabel

Macias, a Filipina from Dipolog, where they raised their nine children together

(WanderApp, 2021).

 3003 Steps Linabo Peak – Linabo Peak is a 3,003-step trail that leads to an

astonishing view of Dipolog and Dapitan against a backdrop of sun and sky.

Linabo Peak has a stairway that’s easy to follow and can still enjoy the view from

the top (Luna, 2021).

 Cogon Eco-Tourism Park – An upshot of massive tree-planting activities

regularly undertaken since its establishment as a reforestation area way back

1958, the area now hosts a range of mature planted trees and other important

floral varieties (Travel to the Philippines, 2018).

 Cathedral of our Lady of the Most Holy Rosary – The present altar is a replica of

the retablo originally designed by Dr. Jose Rizal. The main attraction of the

cathedral is the ceiling made of hardwood (Course Hero, 2021).

 Plaza Magsaysay – A place for the people who want to spend their late afternoon

just cooling down and unwinding. The tourists can go leisurely stroll, relax and

read a book on the benches, or just simply enjoy the nature that surrounds (Luna,

2021).
  Liyong Falls – is much taller and has a basin at the bottom of the falls. Perfect for

a dip. There’s no entrance fee (Clare, 2017).

 Sungkilaw Falls – A place to enjoy bathing in cool, refreshing water. Positioned

in the middle of a lush, green forest. Once the tourists are there, they can swim in

its cool, clear waters and let troubles melt away (Luna, 2021).

Research Respondents

This study focused on the tourists that already visited in Dipolog City. These

respondents were within the age bracket of 18-50 years of age. The subject of this study

composed of fifty (50) respondents who will represent as the population in each tourist

attraction and the researchers used tabular form since a big population is not effective to
be conducted a research because it is too broad. Thus, a part of the population that is

considered as the representation of the populations is taken as the sample of the research.

After answering the questionnaires, the responses will be tallied, computed, analysed and

recorded.

Research Instrument

The researchers made use of questionnaire as one of the data collection

instruments for this study to test and justify the research questions. The constructed

questionnaire of the researchers was in a checklist form. The questionnaire composed of

four parts;

Part I Profile of the respondents;

Part II Perceptions of the Respondents on the Physical Characteristics of Tourist

Attractions in Dipolog City;
Part III Ranking the Importance Level of the Physical Characteristics of Tourist
and
Part IV Tourists Decision in Visiting Attractions in Dipolog City

A survey questions are aimed to collect eliciting information concerning the

qualities of tourist attractions perceived by the tourists and the importance of destination

attributes that determine the overall attractiveness of a tourist destination.

Validity of Instruments

The questionnaire prepared by the researchers will be subjected for validation,

recommendation, and modification by the persons whom the researchers sought guidance

relative to the fulfillment of this study. The final, modified, validated, and corrected

questionnaire was then administered to the respondents.

Ethical Considerations

This document certifies that this study’s purpose is to assess the physical

characteristics of tourist attractions that influence tourists in visiting Dipolog City as a

part of the requirements of the College of Business Administration program. The

researchers will give an oral and written explanation to the owners/caretakers of the

tourist attractions of the purpose of research, they have the right to confuse to participate,

the understanding of the boundaries of confidentiality of this study, and their right to

have a copy of the results of the study if they so wish it. The owners/caretakers will sign

a consent form as proof of their willingness to cooperate, and that they are coerced in any

way.

Data Gathering Procedures

Surveying involved gathering responses from subjects through a written medium.

The researchers distributed online questionnaires and explained the purpose of the study

to their selected respondents. Due to the global pandemic, the data collection stayed

online and reached only the social media. They collected the data by means of survey

questionnaire that comprised their age, gender, educational attainment, annual income

and nationality. The problem encountered by the respondents was also identified through

the second part of the survey questionnaire that was given to them. The limited obtained

information through the survey is carefully analysed with the help of theories. After the

respondents had taken the tests, the papers were checked, tallied, interpreted and

analyzed. This study makes use of and relied on the respondents answers to determine

their views of the qualities of tourists attractions in Dipolog City. The survey was created
on June 2021 when the researcher started the writing of this research. The link to the

survey continually being open until July 2021.

Statistical Treatment

The data obtained from the respondents through the use of questionnaire were

classified, tallied, tabulated and statistically treated in order to determine the qualities of

tourist attractions that influence tourists in visiting Dipolog City from the tourists in

Dapitan City. The following statistical tools were used to interpret the data gathered:

Percentage computation was used to determine the profile of the respondents.

The formula is:

Percentage = (part/whole) x 100

Weighted Mean was used to determine the qualities of tourist attractions that

influence tourists in visiting Dipolog City. The formula is:

(data interval frequency x assigned weight)

Weighted mean ¿
Total respondents

Hence the level of satisfaction by the weighted mean is the five point scales with the

following descriptive equivalents are as follows:

Legend:

Weight Range of Values Description

5 4.21 – 5.00 Strongly Agree
4 3.41 – 4.20 Much Agree
3 2.61 – 3.40 Agree
2 1.81 – 2.60 Disagree
1 1.00 – 1.80 Strongly Disagree
 Spearman Rank Order Coefficient Correlation was used to measure the

correlaion between the qualities of tourist attractions towards the tourists and the

influences of tourists in visiting Dipolog City. The formula is:

6 Σ D2
r S=1−
N 3−N

Where:

r S = Spearman Rank Order Coefficient Correlation

6 Σ D 2 = Sum of the squares of the difference between rank X and rank Y

N = Number of respondents

6 = constant

Chi-Square Test was used to determine the relationship between the profile of

the respondents and the qualities of tourist attractions towards the influences of tourists in

visiting Dipolog City. The formula is:

Σ( O−E2 )
x 2=
E

Where:

x 2 = Chi-square test

O = observed frequency

E = expected frequency

Σ = Summation