Assessing the Needs, Demands, and Perceptions of Tourists in the Municipality of Kabayan, Benguet Province
DOI:
https://doi.org/10.65339/ijsair.V2.I2.583Keywords:
Accessibility, Cognitive Image, Destination Image, Environmental Quality, Kabayan Benguet, Sustainable Tourism, Tourist Demands, Tourist Needs, Tourist PerceptionsAbstract
This study assessed the needs, demands, and perceptions of tourists in Kabayan, Benguet to provide evidence-based inputs for sustainable tourism planning and destination management. Anchored on tourism sustainability concepts, destination image theory, Expectancy-Disconfirmation Theory, Equity Theory, and the Input-Process-Output (IPO) Model, the study examined tourists’ needs in terms of facilities, services, safety, accessibility, and environmental quality, as well as their cognitive, affective, and conative perceptions of the destination. A descriptive-survey research design employing a quantitative approach was utilized. Data were collected from 150 domestic tourists aged 18 years and above through a structured survey questionnaire administered at the Mount Pulag Protected Landscape and the National Museum of the Philippines–Kabayan Branch. Descriptive statistics, weighted mean, Mann-Whitney U Test, and Kruskal-Wallis H Test were used to analyze the data. The findings revealed that tourists highly valued quality accommodations, responsive services, visible security personnel, safe road conditions, and the protection of natural heritage. Tourists demonstrated positive cognitive, affective, and conative perceptions, characterized by appreciation for cultural authenticity, emotional attachment to natural landscapes, and strong intentions to revisit and recommend the destination. Significant differences in needs, demands, and perceptions were observed across age, educational attainment, and occupation, while no significant differences were found based on gender. The study concludes that maintaining high standards of tourism services, infrastructure, safety, environmental conservation, and cultural preservation is essential for sustaining visitor satisfaction and destination loyalty. It recommends strengthening accommodation standards, tourism support services, guide training, road safety, security visibility, and carrying-capacity management while adopting inclusive tourism strategies responsive to diverse visitor profiles. The study aligns with SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities), and SDG 12 (Responsible Consumption and Production) by supporting sustainable tourism development, cultural heritage preservation, and responsible resource management. Its sustainability contribution lies in providing evidence-based information that supports tourism governance, community development, environmental stewardship, and local economic sustainability in Kabayan, Benguet.
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