ABSTRACT Title: EVALUATION ON THE TOUR GUIDES’ PERFORMANCE TO THE SATISFACTION OF THE LOCAL TOURISTS IN INTRAMUROS, MANILA Authors:  April Mae N. Ballentos Jerymy Canceran Angela Faith A. Gereña Maygie M. Oroceo         Shainette O. Retona Degree:  Bachelor of Science in Tourism Management Date of Completion:  November 2022 This research objective is to evaluate the performance of tour guides in Intramuros, Manila to the satisfaction of the local tourists there who hired them and experienced their service. Descriptive was the research design that used in this study which enabled the researchers to gather essential data about the current condition in the selected field. There were 100 respondents in this study, and they were chosen using the random sampling technique. From the findings of this study, it reveals that based on the tour guide’s performance, the respondents agreed that they have Professional Knowledge as they discuss clear and accurate information about the place of interest. As to leadership, the respondents also agreed that the tour guides could lead the tour group well and motivate them to keep up with the tour. In terms of the Managerial Tasks of tour guides, the respondents agreed as they were provided with familiarization with the locality by vehicle or foot. Lastly, the respondents also agreed that the tour guides they hired have good Communication Skill because of their delivery of points and messages. For the level of tourists’ satisfaction, the respondents agreed in terms of the tour guides Personality and Humor since they are kind and friendly. The respondents also agreed that the tour guides possessed Professionalism as they have long patience and aren’t bothered even tourists asked many questions. On the other hand, the respondents disagreed about the punctuality of the tour guides since they poorly followed the schedule of each itinerary. For the Flexibility, the respondents agreed especially on the tour guides ability to cooperate with other service staff. Upon the analyzation of the gathered data using the formula of Pearson R, it was discovered that the performance of the tour guide and the satisfaction of the local tourists have a correlation of 0.60 and are shown to have a strong positive relationship. As for the problems encountered while evaluating the tour guide’s performance, majority of the respondents strongly agreed that the tour guides in Intramuros, Manila has problem on their Organization Skill, specifically to their time management. This study recommended that the tour guides should maintain or enhance their work performance in terms of their Professional Knowledge, Leadership, Managerial Task, and Communication Skill. It is important that thsey give service while showcasing excellent performance to the tourists. They also must focus in improving their punctuality as it affects the satisfaction of the local tourists.

1. i
EVALUATION OF TOUR GUIDES’ PERFORMANCE TO
THE SATISFACTION OF LOCAL TOURISTS IN
INTRAMUROS, MANILA
A Thesis
Presented to the Faculty of
the College of Hospitality, Tourism,
Business, Accountancy and Management
Bestlink College of the Philippines
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Tourism Management
APRIL MAE N. BALLENTOS
JERYMY CANCERAN
ANGELA FAITH A. GERENA
MAYGIE M. OROCEO
SHAINETTE O. RETONA
November 2022

2. ii
APPROVAL SHEET
This thesis entitled EVALUATION OF TOUR GUIDES’
PERFORMANCE TO THE SATISFACTION OF LOCAL TOURIST IN
INTRAMUROS, MANILA prepared and submitted by April Mae N.
Ballentos, Jerymy Canceran, Angela Faith A. Gereña, Maygie M.
Oroceo, and Shainette O. Retona in partial fulfillment of the
requirements for the degree of Bachelor of Science in Tourism
Management, has been examined and is recommended for acceptance
and approval for Pre-Oral Defense.
ROBERT KEVEI L. CRUZ, MAT
Adviser
_________________________________________________________
THESIS REVIEW PANEL
Approved by the Committee on Oral Examination with a grade of 1.25.
Accepted and approved in partial fulfilment of the requirements for
the degree of Bachelor of Science in Tourism Management.
RYAN M. IGNACIO, Ph. D
Dean, College of Hospitality Tourism, Business, Accountancy,
and Management
Date of Final Defense: November 15, 2022
EVELYN JOY A. IGNACIO, RN, MAT ARIANNE G. ASTUDILLO, MBA
Member Member
ERNILSON C. CAINDOY, MAIP, RPm
Chairperson

3. iii
ACKNOWLEDGEMENT
The researchers express their sincerest gratitude and appreciation and
profound gratitude to the following individuals who contributed and
extended their support in the preparation of this study to make it
possible:
Dr. Maria M. Vicente, President/ CEO of Bestlink College of
the Philippines, for her generosity and giving opportunities for the
researchers to conduct study;
Ms. Edith M. Vicente, Executive Vice President, for her
genuine concerns and unremitting support to the students of the
institution;
Dr. Charlie I. Cariño, Vice President for Academic Affairs,
whose utmost understanding and support to the goals of the
researchers.
Engr. Diosdado T. Lleno, Vice President for Administration
and Finance, for his moral support, valuable suggestions and
recommendations;
Dr. Ryan M. Ignacio, Dean of College of Hospitality Tourism,
Business, Accountancy and Management, for his honest and
constructive suggestions;
Robert Kevei L. Cruz, Research Adviser, for sharing his
preeminent expertise and knowledge which led to the enhancement of
this study;

4. iii
Ernilson C. Caindoy, Chairman, Panel of Examiners, for his
unselfish generosity in sharing his wisdom and expertise;
Joy Evelyn A. Ignacio, Member, Panel of Examiners, for her
unbiased opinion, wisdom and words of encouragement to the
researchers.
Arianne G. Astudillo, Member, Panel of Examiners, for her
detailed advice in correcting the research manuscript, for her insights
and opinions on how to create suitable research.
Respondents, who cooperated and shared their time in
answering the questionnaire, and made it possible to accomplish this
research;
Researchers, who gave their best and put all of their effort as
their dedication and determination to finish this research study.

5. iv
DEDICATION
Family
For all the financial and moral support that has enabled the researchers
to triumph all the challenges, especially during the lowest time that
served as their inspiration.
Friends
For encouraging us along the way which extended their help in the midst
of the problems while doing this work that ensured us to do our best to
finish what we started.
Almighty God
We dedicate this research work to our powerful pillar, our Creator,
Almighty God, the source of inspiration, wisdom, knowledge, and
understanding.

6. v
ABSTRACT
Title: EVALUATION ON THE TOUR GUIDES’ PERFORMANCE TO
THE SATISFACTION OF THE LOCAL TOURISTS IN INTRAMUROS,
MANILA
Authors: April Mae N. Ballentos
Jerymy Canceran
Angela Faith A. Gereña
Maygie M. Oroceo
Shainette O. Retona
Degree: Bachelor of Science in Tourism Management
Date of Completion: November 2022
This research objective is to evaluate the performance of tour
guides in Intramuros, Manila to the satisfaction of the local tourists there
who hired them and experienced their service. Descriptive was the
research design that used in this study which enabled the researchers to
gather essential data about the current condition in the selected field.
There were 100 respondents in this study, and they were chosen using
the random sampling technique.
From the findings of this study, it reveals that based on the
tour guide’s performance, the respondents agreed that they have
Professional Knowledge as they discuss clear and accurate information
about the place of interest. As to leadership, the respondents also
agreed that the tour guides could lead the tour group well and motivate
them to keep up with the tour. In terms of the Managerial Tasks of tour

7. v
guides, the respondents agreed as they were provided with
familiarization with the locality by vehicle or foot. Lastly, the respondents
also agreed that the tour guides they hired have good Communication
Skill because of their delivery of points and messages.
For the level of tourists’ satisfaction, the respondents agreed
in terms of the tour guides Personality and Humor since they are kind
and friendly. The respondents also agreed that the tour guides
possessed Professionalism as they have long patience and aren’t
bothered even tourists asked many questions. On the other hand, the
respondents disagreed about the punctuality of the tour guides since
they poorly followed the schedule of each itinerary. For the Flexibility,
the respondents agreed especially on the tour guides ability to
cooperate with other service staff.
Upon the analyzation of the gathered data using the formula
of Pearson R, it was discovered that the performance of the tour guide
and the satisfaction of the local tourists have a correlation of 0.60 and
are shown to have a strong positive relationship.
As for the problems encountered while evaluating the tour
guide’s performance, majority of the respondents strongly agreed that
the tour guides in Intramuros, Manila has problem on their Organization
Skill, specifically to their time management.

8. v
This study recommended that the tour guides should
maintain or enhance their work performance in terms of their
Professional Knowledge, Leadership, Managerial Task, and
Communication Skill. It is important that they give service while
showcasing excellent performance to the tourists. They also must focus
in improving their punctuality as it affects the satisfaction of the local
tourists. They should maintain or enhance their personality and humor,
professionalism, and flexibility. Tour guides should always do their best
when giving their service to the tourists. It is essential to meet the
tourists’ expectations and satisfaction and in order to do that, the tour
guides must perform well in their job. It is also recommended that the
tour guides must improve their performance when it comes to time
management. Following an organized plan is vital in order to have
perfect flow of the tour. They also need to give more energy during the
tour and enhance the tone of their voices during the discussion to have
an engaging tour. Lastly, tour guides should be aware of the latest
guidelines of tour guides’ performance that will help in enhancing their
skills and service. They could use and read the proposed output of this
research entitled “Be a Better Tour Guide: Guidelines for Enhancement
of Tour Guides’ Performance.”

9. vi
TABLE OF CONTENTS
Page
TITLE............................................................................................................. i
APPROVAL SHEET................................................................................... ii
ACKNOWLEDGEMENT ........................................................................... iii
DEDICATION .............................................................................................. iv
ABSTRACT .................................................................................................. v
TABLE OF CONTENTS ............................................................................ vi
LIST OF TABLES........................................................................................ vii
LIST OF FIGURES ..................................................................................... viii
LIST OF APPENDICES ............................................................................ ix
Chapter
1 THE PROBLEM AND ITS BACKGROUND
Introduction .......................................................................... 1
Statement of the Problem .................................................. 3
Significance of the Study ................................................... 5
Scope and Delimitation of the Study ............................... 6
Definition of Terms .............................................................. 7
2 REVIEW OF RELATED LITERATURES AND STUDIES
Local Literature .................................................................... 9
Foreign Literature ................................................................ 10
Local Studies ....................................................................... 12
Foreign Studies ................................................................... 13
Relevance of Related Literature and Studies ................. 17
to the Present Study
Paradigm of the Study ........................................................ 19

10. vi
3 METHODOLOGY
Research Design ................................................................ 21
Sampling Technique .......................................................... 22
Respondents of the Study ................................................. 22
Instrument Used in the Study ........................................... 22
Construction of the Questionnaire ................................... 23
Validation of the Instrument .............................................. 23
Administration and Retrieval of the Questionnaires ...... 24
Statistical Treatment of Data ............................................ 25
4 PRESENTATION, ANALYSIS, AND INTERPRETATION
OF THE DATA
Demographic Profile of the Respondents ....................... 24
Level of Tour Guides’ Performance.................................. 30
Level of Tourists’ Satisfaction ........................................... 38
Significant Relationship Between Tour Guides’
Performance and Tourist’s Satisfaction............................ 46
Problems Encountered in Evaluating
The Tour Guides’ Performance ........................................ 46
5 SUMMARY OF FINDINGS, CONCLUSIONS, AND
RECCOMMENDATION
Summary of Findings ......................................................... 49
Conclusions ......................................................................... 54
Recommendations .............................................................. 55

11. vi
APPENDICES
BIBLIOGRAPHY
CURRICULUM VITAE

12. vii
LIST OF TABLES
Table 1.1 Respondents’ Profile as to Age ..................................... 28
Table 1.2 Respondents’ Profile as to Sex ...................................... 29
Table 2.1 Professional Knowledge ................................................. 30
Table 2.2 Leadership ........................................................................ 32
Table 2.3 Managerial Tasks ............................................................. 34
Table 2.4 Communication Skill ........................................................ 36
Table 3.1 Personality and Humor .................................................... 38
Table 3.2 Professionalism ................................................................ 40
Table 3.3 Punctuality ......................................................................... 42
Table 3.4 Flexibility ............................................................................ 44
Table 4 Significant Relationship.................................................... 46

13. viii
LIST OF FIGURES
Figure 1 Conceptual Framework ............................................... 19

14. ix
LIST OF APPENDICIES
Appendix A Letter Permit to Conduct the Study ................................. 59
Appendix B Letter to the Respondent .................................................. 60
Appendix C Survey Questionnaire ....................................................... 61
Appendix D Certificate of Originality .................................................... 69
Appendix E Certificate of Grammarian ................................................ 70
Appendix F Statistician’s Certificate ..................................................... 71
Appendix G Grammarian’s Curriculum Vitae ....................................... 72
Appendix H Statistician’s Curriculum Vitae 73

15. 1
Chapter 1
THE PROBLEM AND ITS BACKGROUND
Tourism is now one of the most competitive industries in the globe.
It is one of the pillars of each country’s economy. While it’s growing,
traveling becomes prevalent to different places in the world. People
explore and visit places due to different reasons but mostly for recreation,
education, and business purposes. In visiting some places, it is important
to have someone who will guide them, thus, the role of tour guides come
in.
There are a lot of tourist spots in National Capital Region but
Intramuros is one of the most well-known destinations. It is located at the
heart of Metro Manila and used to be one of the oldest districts in Manila,
Intramuros or the so-called “Walled City” of the country. Sembrano (2018)
stated that Intramuros was named a National Cultural Treasure (NCT) by
the National Museum of the Philippines (NMP) for its outstanding
characteristics that have cultural and historical significance to the country.
Intramuros is an ideal tourist destination because it provides historical and
cultural experiences as well as accessibility. To give even deeper
historical and cultural experiences, there are a lot of tour guides ready to

16. 2
assist the tourists.
Tour guide is a professional who guides the tourists in a place of
interest while sharing information and background. In line with this,
according to Francis et al. (2019) tour guides have direct contacts with the
visitors and the visited area, they have a variety of roles to play in
response to the expectations of tourism stakeholders, including the
tourists, the destination resources, the local communities, the employers,
the governmental authorities, and the guides themselves.
Tour guides stand as the image of the destination that is why it is
important that they will be able to perform well but there are tourists who
were not satisfied with their performance. There are instances that the tour
guides lack of personality, insufficient knowledge about the place, not
enough confidence, and other issues cause dissatisfaction to the tourists.
And that is not good for the destination, image of the tour guides, and
even to the tourism industry.
Thus, the researchers are determined to conduct this research
with the goal to obtain ideas about the satisfaction of the tourists from the
tour guides performance. Through the gathered ideas and data, the
researchers will analyze it and make guidelines of enhancement for the

17. 3
performance of the tour guides.
STATEMENT OF THE PROBLEM
This study aimed to evaluate the Tour Guides’ Performance to the
Satisfaction of Local Tourists in Intramuros, Manila.
Specifically, this study sought to answer the following questions:
1. What is the demographic profile of the respondents in terms of:
1.1 age; and
1.2 sex?
2. What is the tour guide’s performance in terms of:
2.1 professional knowledge;
2.2 leadership;
2.3 managerial task; and
2.4 communication skill?
3. What is the level of the tourist’s satisfaction to the tour guide’s
performance in terms of:
3.1 personality and humor;
3.2 professionalism;

18. 4
3.3 punctuality; and
3.4 flexibility?
4. Is there any significant relationship between the performance
of the tour guide and the satisfaction of the tourists?
5. What are the problems encountered in evaluating the tour
guides’ performance to the satisfaction of local tourists in
Intramuros, Manila?
6. How may the findings able to utilize in creating Guidelines for
Enhancement of the Tour Guides Performance?
Hypothesis
The following are the hypotheses of the study based on the
Statement of the Problem.
H1: There is significant relationship between the tour guide’s performance
and the satisfaction of the local tourists in Intramuros, Manila.
H2: There is no significant relationship between the tour guide’s
performance and the satisfaction of the local tourists in Intramuros, Manila.

19. 5
Significance of the Study
The beneficiaries of the study are the various sectors as follows:
Students. This will help improve the students’ motivation in
building competencies, and it could also help them to be an effective
individual in tour guiding services.
Tourists. This is of great benefit to local tourists to have a positive
experience by evaluating the performance of the tour guides.
Tour Guides. This will benefit and guide them in developing the
service that they will provide to the tourists, with the goal of highly
satisfying them.
School Administrator. This study will motivated them in
organizing activities such as Tour Guiding Competencies, which will help
develop the skills of the tourism students and ensure that they are ready
for the field of work.
Researchers. This helped the researchers gain knowledge about
work performance of tour guides and the satisfaction of tourists.

20. 6
Future Researchers. This study will serve as a solid reference for
their research and use this as their guide to improve the lacking part of
this study.
Scope and Delimitation
The study aimed to evaluate the Tour Guide’s Performance to the
Satisfaction of Local Tourists in Intramuros, Manila. The respondent of this
study is limited to (100) local tourists who hired tour guides in Intramuros,
Manila.
Definition of Terms
To better understand this study, the researchers operationally
defined the following terms:
Communication Skill is a tour guides’ ability to communicate
clearly and accurately with the tourists.
Enhancement is the improvement of tour guides’ performance to
gain the satisfaction of the tourists which is the goal of this research.
Evaluation is the judgment or assessment of the tour guides
performance done using a survey questionnaire formulated with the Likert
Scale.

21. 7
Flexibility refers to the trait of tour guide which make them
adaptable when it comes to unexpected incidents and schedule changes
during the tour.
Humor is the fun and playful trait of tour guide during their service.
It makes the experience of the tourists lively and memorable.
Leadership refers to a trait a tour guides that allow them to lead
the tour group effectively and avoid conflicts. This trait enables them to
motivate the group and keep up with the tour.
Managerial task refers to one of the tour guide’s work
performance that includes planning of the itinerary and the arrangements
of the tourists experience during the tour which is essential to make their
experience flawless.
Performance is the act when tour guide give their service to the
tourist like the discussion and the tour.
Punctuality refers to the ability of a tour guide in managing time
competently which is very important to be possessed by a tour guide.

22. 8
Satisfaction is a fulfillment that the tourists feel when their
expectations are met by the tour guides. To gain it, tour guides should
perform well and give their best to each of the service they do.
Tour Guide is a professional who guides the tourist in a place of
interest while sharing information and background about it.
Tourist is a person who visits a place of interest or destination
and who hired tour guides.

23. 9
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter deals on the different literature and studies related
to the present study. This principally includes both the foreign and local
literature as well as the local and foreign studies.
Local Literature
Jan (2022), tour guides play a crucial role in the tourist's
expertise at a destination. As a front-line service provider, they left a
lasting impression on the tourist and that is to satisfy them beyond their
expectations. In that way, tourists will be more likely to purchase the
same service because you exceeded their expectations.
According to the Department of Tourism (2021), a tour guide who
knows their stuff refers to knowledgeable people with area qualifications
to lead groups or individual visitors through a particular attraction, activity,
site, or destination for a fee, commission, or any other form of
remuneration.
Potpot (2020), they are an important part of our experience of a
place. They are the difference between a simple day of sightseeing and a
fantastical travel memory.

24. 10
A tour guide should have something of everything if they want to
be excellent in satisfying a tourist. The tour guide’s primary responsibility
and commitment is to never “mis-guide”, and never give out wrong
information. A tour guide is a person who showcases natural and man-
made assets of tourism in a certain locality. Tour guide should be the
embodiment of a very good character (Zurbito, 2018).
Foreign Literature
The presence of tour guides, according to Aniq et al. (2021), is
one of the most significant components of a travel agency's long-term
success. They are critical in fostering tourist satisfaction and a desire to
return. Tourist’s behavior is influenced by tour guides and tourist
satisfaction, which influences their plans to return and their reputation.
According to Nguya et al. (2021), tourist satisfaction with tour
guiding services is boosted by the tour guide's ability to display
appropriate abilities, perform the promised service, and have adequate
knowledge of the destination.
As stated by Al-Okaily (2021), there is currently no unified
framework for tour guide performance in the tourism literature and offers
an integrated model for tour guide performance based on qualitative

25. 11
interviews with tour guides, which builds on the current literature on job
performance. A few tour guide specific behaviors were identified and
categorized thematically under these patterns of work performance by
focusing on three areas: task, citizenship, and counterproductive
performance.
According to Mohammad (2019), tour guide performance
influences tourists' sustainable behavior at cultural heritage sites using
structural equation modeling. The performance of tour guides was found
to have substantial direct and indirect implications on visitor sustainability
behavior. Tourist happiness and experience strongly mediates the
association between tour guide performance and long-term visitor
behavior. It adds to our knowledge of the function of tour guides in
increasing visitor appreciation and enjoyment.
In the tourism business, tour guides play an important role. The
performance of a tour guide not only influences a tourist's impressions of
a destination, but it also has a substantial impact on how a travel agency
is rated. (Nien-Te K. 2018).

26. 12
Local Studies
As studied by Lopez (2021) that one of the strengths of a tour
guide is to provide quality service to tourists and make sure to satisfy
them in all they do. Tourist satisfaction has a huge impact on increasing
tourism destination competitiveness in the current globalization conditions.
The most important factor in the tour guiding business is to know what
things tourists want the most in order to be able to give them the best
quality of a tour that satisfies them and that helps the tourism market
grow.
As mentioned by Erana et al. (2021) that tour guides are frontline
employees in the tourism industry who play a significant role in
introducing destinations. Tour guiding services are the main component
of tour services offered by tourism companies. Tour guides can give
quality service to tourists who are not only necessary for business
success but also helps to improve the image of the destination.
A tour guide is an individual who leads groups of tourists around
a town, museum, or other tourist attraction. The tour guide provides
correct and accurate information on the features, events, history, and

27. 13
navigational location. It is therefore given that they must have broad
knowledge of the destination (Cruz, 2019).
Foreign Studies
According to Huang, S. et al. (2020) tour guide performance
significantly impacts behavioral intention and results show that tourists
will be satisfied with the services generated when tour guides give a good
performance in doing their job. He also added that customers with high
levels of satisfaction have an enormous impact on their revisit intention,
and positive word of mouth will also recommend those destinations to
others. Once the customer is satisfied with the service provided, the
customer will be more likely to purchase the service again and again
creating a positive word of mouth and exhibiting destination loyalty more
deeply rooted in the tourism industry.
As proposed by Weiler and Ham (2019) tour guide creates a
memorable experience for the tourist. Moreover, they also need to
compete with other tour guides in terms of their performance to fulfill the
tourists' needs to be aware of the tourist experience during the tour in
order to implement certain services for the visitors and their continuous

28. 14
training needs to acquire the latest knowledge and to respond to tourists’
needs and desires.
According to Alazaizeh et al. (2019), tour guide performance
significantly impacts the relationship between tourist satisfaction and
behavioral intention. An excellent service provided by a tour guide will
create positive word of mouth marketing and will also build destination
loyalty toward tourists. Tour guides also play an essential role as frontline
workers in contributing to and improving customer experiences in the
tourism sector. Additionally, tour guides act as tour leaders, pathfinders,
storytellers, and mentors for visiting tourists and are major players in
maintaining the sustainable operation of travel agencies in the industry.
According to a study proposed by Wang (2018) excellent service
quality will directly lead to tourist or customer satisfaction, providing good
packages and knowledgeable tourist guides. By providing quality service,
loyalty will automatically be achieved.
As mentioned by Frleta & Jurdana (2018) it will have a positive
impact on your product or services including positive word of mouth,
repurchasing products and showing loyalty towards your products and
services. Satisfied tourists will also stimulate future visiting intentions with

29. 15
the appropriate skills, knowledge, and right attitude, and tourist’s
satisfaction will be met.
As mentioned by Kuo et al. (2018) that most tourists were not
satisfied with tour guides’ performance in terms of their skills, including
communicating with foreign tourists and the lack of knowledge about
history while guiding them.
A study conducted by Çetı˙nkaya and Öter (2020) reported that
the lack of personality shown by the tour guides affects the tourists'
satisfaction and, in turn, will adversely affect their behavioral intention.
A study conducted by Kuo et al. (2019) shows that customer
satisfaction is a response to customer products and services. However,
satisfying tourists is not that easy because satisfaction is a subjective
behavioral element. He added that an unsatisfied customer will only lead
to negative word of mouth and disloyalty towards your service as a tour
guide. Understanding the factors that influence tourist satisfaction is
crucial since tourist satisfaction is becoming one of the most important
topics in the tourism sector. While tourists who experience a good quality
of service will display encouraging future behavior such as favorable
word of mouth, repurchasing, or recommending the product or service to

30. 16
others. To ensure tourist satisfaction is achieved, most travel operators
need to make concerted efforts to improve their staff competencies and
establish good relationships with their customers.
Relevance of Related Literature and Studies to The Present Study
As mentioned by Jan (2022), tour guides play a crucial role in the
tourist's expertise at a destination. As a front-line service provider, they
left a lasting impression on the tourist and that is to satisfy them beyond
their expectations. In that way, tourists will be more likely to purchase the
same service because you exceeded their expectations.
Nguya et al. (2021) stated that tourist satisfaction with tour
guiding services is boosted by the tour guide's ability to display
appropriate abilities, perform the promised service, and have adequate
knowledge of the destination.
Erana et al. (2021) that tour guides are frontline employees in the
tourism industry who play a significant role in introducing destinations.
Tour guides can give quality service to tourists who are not only
necessary for business success but also helps to improve the image of
the destination.

31. 17
A study by Çetı˙nkaya and Öter (2020) reported that the lack of
personality shown by the tour guides affects the tourists' satisfaction and,
in turn, will adversely affect their behavioral intention.
Therefore, tour guides are the face of tourism because they are
the ones that interact with tourists and give services. It claims that a lack
of personality impacts the enjoyment of tourists that is why it is critical for
them to be knowledgeable about the places, to provide exceptional
service, and to have excellent communication skills in order to satisfy the
tourists. Based on the mentioned claims, there is a relationship between
the tour guide's performance and the satisfaction of the tourists.

32. 18
Figure 1 Conceptual Framework
Feedback

33. 19
First, the input of this research involved the demographic profile of
the respondents that were gathered by the researchers that consisted of
age and sex. It also involved the level of the tour guide’s performance and
the level of satisfaction of the local tourists in Intramuros, Manila. It also
contained the problems encountered in evaluating the tour guides
performance to the satisfaction of local tourists in Intramuros Manila.
Then the process of this study included the formulation of the
survey questionnaires, the validation of the research instrument, the
administration of the questionnaires, and the statistical analysis and
interpretation of data.
Lastly, the output which was the creation of the Guidelines for the
Enhancement of the Tour Guides Performance that will help them upgrade
their service in their field of work.

34. 20
Chapter 3
RESEARCH METHODOLOGY
This chapter outlines the procedure and strategies that were
used to collect and analyze data. It discusses the research design,
respondents of the study, sampling technique, instrument used in the
study, validation of the instrument, administration and retrieval of the
questionnaire, and the statistical treatment of data.
Research Design
This research will use descriptive research design. According to
McCombes, S. (2020), descriptive research aims to characterize
population, circumstance, or phenomenon in a methodical and precise
manner. It can answer queries like “what”, “where”, “when”, and “how”,
but not “why”. It can explore one or more variables using several
research approaches.
This research design was used since it is the most appropriate
research design for this study in terms of collecting the needed data, as
well as in analyzing it. This method will be used to determine the
characteristics, preferences, or beliefs of the respondents.

35. 21
Sampling Technique
Random Sampling is the sampling technique that was used in this
study. According to Cherry K., (2021), a random sample is a selection of
people chosen randomly by researchers to answer the questions that will
represent an entire group as a whole.
The researchers used random sampling technique to select 100
respondents needed for this study because it provides the best
opportunity of assembling an unbiased sample that is truly representative
of a whole group.
Respondents of The Study
The selected respondents of this study are limited to (100) local
tourists who hired Tour guides in Intramuros, Manila and they were
chosen using the random sampling technique.
Instrument Used in the Study
The instrument utilized by the researchers in this study to gather
data was the survey questionnaire.
Construction Of The Questionnaire
The researchers read some sample questions, books, thesis,
internet, and dissertations to form an idea to be applied in the survey

36. 22
questionnaire. Then, the instrument was presented to their adviser, who
in turn, suggested some changes and corrections. The researchers
considered all the corrections until it became the final instrument.
The survey questionnaire was constructed based on the statement of
the problem. The survey questionnaire consists of four (4) parts. Part 1,
it consisted the profile of respondents in terms of name, age, and sex,
Part 2, it identified the rating of the local tourists in the level of the tour
guide’s performance. Part 3, identified the rating in the level of the local
tourists’ satisfaction. Part 4, consisted of the problems encountered in
evaluating the tour guides performance to the satisfaction of local tourists
in Intramurals, Manila.
Validation of the Instrument
To validate the survey questionnaire, the researchers requested
from (10) local tourists who are not included in the total number of
respondents to see and answer in the said instrument. This was to
determine whether the instrument is reliable or if it needs revisions. The
adviser checked all the queries and suggestions enclosed and the
researchers ensured that every piece of advice was considered for the
improvement of the said tool.

37. 23
Administration and Retrieval Of Questionnaire
The researchers sought permission from the Program Head of
Bachelor of Science in Tourism Management to conduct the study. After
the permit has been approved, the researchers went to Intramuros,
Manila to personally administer the questionnaire to the 50 local tourists
there who hired tourists. The other 50 was conducted through the Google
form which was disseminated online. The researchers expected 100
percent retrieval of the questionnaire to make sure that the study was
valid and reliable.
Any information or data that were gathered from the survey
questionnaire were treated with utmost confidentiality.
Statistical Treatment of Data
The researchers used the following formulas to interpret the table
containing the data
1. Frequency and Percentage
The frequency distribution was the itemized summary of
responses for each question based on categories established in the study
or based on the set of replies pre-establish in the questionnaires.
Percentage distribution summary was the itemized summation of the
percentage of the frequency of response for each question based on the

38. 24
arithmetical percentage of the frequency distribution to the total number
of responses.
This was used in addressing statement of the problem no.1
2. Weighted Mean
Weighted mean was used to determine the sum of all
numbers of responses out of the total number of respondents. This
was used in addressing statement of the problem no.2 and 3.
Where:
X = Computed mean
ΣFX = the sum of the product of the frequency and assigned
point
Σn = the total number of respondents

39. 25
3. Ranking
This was used to reinforce the description of percentage and
weighted mean to determine the positional importance of items or
subjects analyzed.
4. Pearson correlation coefficient formula:
Where:
N = the number of pairs of scores
Σxy = the sum of the products of paired scores
Σx = the sum of x scores
Σy = the sum of y scores
Σx2 = the sum of squared x scores
Σy2 = the sum of squared y scores
5. Likert Scale
A Likert Scale is one dimensional that the researchers use
to collect respondents’ attitudes and opinions. It’s a standard

40. 26
classification format for studies. This scale ranges from group general
topics to most specific ones.
SCALE WEIGHTED MEAN VERBAL INTERPRETATION
5 4.50 – 5.00 Strongly Agree
4 3.50 – 4.49 Agree
3 2.50 – 3.49 Neutral
2 1.50 – 2.49 Disagree
1 1.00 – 1.49 Strongly Disagree

41. 27
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter deals on the presentation, analysis, and
interpretation of data. The data presented in tables, analyzed, and
interpreted using the descriptive rating of data.
1. What is the respondents’ profile in terms of:
Table 1.1
Respondents profile as to Age
Age Frequency Percentage Ranking
12-18 years old 22 22% 2
19-31 years old 61 61% 1
32-59 years old 17 17% 3
Total 100 100%
Table 1.1 shows the frequency and percentage of the respondent’s
profile as to age. In 19-31 years shows the frequency of 61 and
percentage of 61%, while the range of 12-18 years old shows a frequency
of 22 and percentage of 22%, then the 32-59 years old shows a frequency
of 17 and percentage of 17%.

42. 28
Table 1.2
Respondents Profile as to Sex
Gender Frequency Percentage Ranking
Male 29 29% 2
Female 71 71% 1
Total 100 100%
Table 1.2 shows the frequency and percentage of Respondent’s
Profile as to Sex. The female shows a frequency of 71 and a percentage
of 71% while the male shows a frequency of 29 and a percentage of 29%.
Thus, this means that the highest number of respondents comes from
female.

43. 29
2. What are the level of tour guides performance in terms of:
Table 2.1
Professional Knowledge
Mean
score
Description Ranking
Clear and accurate
discussion of information
about the place of interest.
4.56 Strongly Agree 1
Can exchange high quality
information that may fulfill the
tourists’ quest for new
knowledge experience.
4.44 Agree 4
Provide education, historical
details, and cultural insight to
tourist.
4.49 Agree
3
Tour guide presents clear
and objective information to
address such queries.
4.4 Agree 5
Prepare to discuss
knowledge about the area of
tour.
4.54 Strongly Agree 2
Total 4.49 Agree
Table 2.1 shows the mean score, description, and ranking of
Professional Knowledge. Clear and accurate discussion of information

44. 30
about the place of interest shows a mean score of 4.56 and the highest
ranking of 1 with the description of Strongly Agree. Prepare to discuss
knowledge about the area of tour shows a mean score of 4.54 and the
second highest ranking with the description of Strongly Agree. Provide
education, historical details, and cultural insight to tourist shows a mean
score of 4.49 and the third highest ranking with the description of Agree.
Can exchange high quality information that may fulfill the tourists’ quest
for new knowledge and experience shows a mean score of 4.44 and
the fourth highest ranking with the description of Agree. Tour guide
presents clear and objective information to address such queries shows
a mean score of 4.4 and the fifth highest ranking with the description of
Agree. This table shows that Professional Knowledge has a total mean
score of 4.49 with the description Agree.
As studied by Al-Okaily (2021), professionalism entails knowledge
mastery, which reflects the tour guide's acquisition of career-
related information from various fields that can enlighten and result to
satisfying tour narratives. It also includes the tour guide's willingness to
communicate and share high-quality information that may assist the
tourist fulfill his or her quest for new information experiences.

45. 31
Table 2.2
Leadership
Mean
Score
Descriptio
n
Ranking
Make sure that everyone
follows the tour rule.
4.3 Agree 4
Gives clear instructions. 4.31 Agree 2
Good at decision-making. 4.29 Agree 3
Motivate the tourists to
keep up with the tour.
4.39 Agree 1
Acts with integrity and
honesty.
4.01 Agree 5
Total 4.26 Agree
Table 2.2 shows the mean score, description, and ranking of
Leadership. Motivate the tourists to keep up with the tour shows a mean
score of 4.39 and the first highest ranking with the description of Agree.
Gives clear instruction shows a mean score of 4.31 and the second highest
ranking with the description of Agree. Good at decision-making shows a
mean score of 4.29 and the third highest ranking with the description of

46. 32
Agree. Make sure that everyone follows the tour rule shows a mean score of
4.3 and the fourth highest ranking with the description of Agree. Acts with
honesty and integrity shows a mean score of 4.01 and the fifth highest
ranking with the description of Agree. This table shows that Leadership has
a total mean score of 4.26 with the description of Agree.
Al-Okaily (2021) also mentioned that on order to manage tourists
and the tours, tour guides must act as leaders. They must ensure that
everyone follows the tour rules to avoid any potential problems; for example,
if a tourist continues to hold up the group, this can cause conflict among the
tour member.
Table 2.3
Managerial Tasks
Mean
score
Description Ranking
Familiarize tourists with the
locality by vehicle or foot. 4.28 Agree 1
Planned historical spots to
visit chronologically. 4.27 Agree 2
Ensured that the group
remains safe and together all 4.26 Agree 3

47. 33
the time.
Well prepared tourist
experienced. 3.96 Agree 4
Manage time accurately for a
perfect flow of the tour. 3.84 Agree 5
Total
4.12 Agree
Table 2.3 shows the mean score, description, and ranking of
Managerial Task. Familiarize tourists with the locality by vehicle or foot
shows a mean score of 4.28 and the first highest ranking with the description
of Agree. Planned historical spots to visit chronologically shows a mean
score of 4.27 and the second highest ranking with the description of Agree.
Ensured that the group remains safe and together all the time shows a mean
score of 4.26 and the third highest ranking with the description of Agree.
Well prepared tourist experienced shows a mean score of 3.96 and the
fourth highest ranking with the description of Agree. Manage time accurately
for a perfect flow of the tour. shows a mean score of 3.84 and the fifth
highest ranking with the description of Agree. This table shows that
Managerial Task has a total mean score of 4.12 with the description of Agree.

48. 34
As also mentioned by Al-Okaily (2021), tour guides' extensive core duties
included organizational tasks centered on the flow of tour events and their
time coordination. This included coordinating tour accommodations such as
checking in and out of restaurants and hotels as well as arranging tourists'
experiences during their visit in the destinations. (e.g., sightseeing).
Monitoring was also described as a continuous process of recognizing tour
activities in order to track a visit's progress in achieving a desired destination
experience. The goal was to give tourists and related service providers with
relevant data on the progress or delay of itinerary schedules, so that any
unexpected tour failings could be addressed quickly.
Table 2.4
Communication Skill
Mean
score
Description Ranking
Speaks clearly when
discussing information.
4.25 Agree 3
Information shared by the
tour guide about the place of
interest.
4.18 Agree 4
The engagement between
the tour guide and the
tourist.
4.26 Agree 2

49. 35
Quick response of the tour
guides to their questions
4.13 Agree 5
The delivery of the tour
guides points and messages.
4.27 Agree 1
Total 4.22 Agree
Table 2.4 shows the mean score, description, and ranking of
Communication. The delivery of the tour guides points and messages shows
a mean score of 4.27 and the first highest ranking with the description of
Agree. The engagement between the tour guide and the tourist shows a
mean score of 4.26 and the second highest ranking with the description of
Agree. Speaks clearly when discussing information shows a mean score of
4.25 and the third highest ranking with the description of Agree. Information
shared by the tour guide about the place of interest shows a mean score of
4.18 and the fourth highest ranking with the description of Agree. Quick
response of the tour guides to their questions shows a mean score of 4.13
and the fifth highest ranking with the description of Agree. This table shows
Communication has a total mean score of 4.22 with the description of Agree.
As mentioned by Al-Okaily (2021), communication skill could be
defined as the capability of a tour guide to communicate information in a
clear and coherent manner. The essence of the profession requires tour

50. 36
guides to interact with a wide range of people on a daily basis for a variety of
reasons, including presentations, interpretation, persuasion, and relationship
building. Tour guide proficiency, particularly in verbal and nonverbal
communication, thus emerged to be a precondition for successfully
commanding attention and achieving a wide range of guiding purposes.
3. What are the level of tourist satisfaction in terms of:
Table 3.1
Personality and Humor
Mean
Score
Description Ranking
They are happy and
cheerful to discuss the
history of the place.
4.22 Agree 5
Kind and friendly. 4.32 Agree 1
Quickly gives response for
tourist if there’s anything
wrong.
4.23 Agree 4
They are confident to
answer the questions.
4.27 Agree 2
They have the ability to
make tourists laugh and
engage to the topic.
4.25 Agree 3

51. 37
Total 4.26 Agree
Table 3.1 shows the mean score, description, and ranking of
Personality and Humor. Kind and friendly shows a mean score of 4.22 and
the first highest ranking with the description of Agree. They are confident to
answer the questions. Shows a mean score of 4.27 and the second highest
ranking with the description of Agree. They have the ability to make tourists
laugh and engage to the topic shows a mean score of 4.25 and the third
highest ranking with the description of Agree. Quickly gives response for
tourist if there’s anything wrong shows a mean score of 4.23 and the fourth
highest ranking with the description of Agree. They are happy and cheerful
to discuss the history of the place shows a mean score of 4.22 and the fifth
highest ranking with the description of Agree. This table shows Personality
and Humor has a total mean score of 4.26 with the description of Agree. As
explained by Pabel and Pearce (2018), tour guides who incorporate humor
into their tourism experiences can satisfy tourists' desire for fun and
playfulness as positive affective events in group tours. For instance, lively
tour guide interpretations that cater to visitors' desire for engaging
experiences can make battlefield tourism more enjoyable for visitors. As a
result, tour guide humor that is in line with tourists' goals may cause them to

52. 38
feel good. Additionally, as travelers continue to have amusing affective
experiences, the positive feelings they initially felt at a destination will be
continually reinforced. As a result, the proximal variable of tour guide humor
is probably positive emotion.
Table 3.2
Professionalism
Mean
score
Description Ranking
They are presentable and
well-groomed.
3.9 Neutral 5
They are courteous and
address the tourists
respectfully.
4.25 Agree 3
Very careful to the
sensitivity of the tourists.
4.26 Agree 2
Can maintain their
composure even under
pressure.
4.19 Agree 4
Have long patience and
aren’t bothered even they
are many questions asked.
4.28 Agree 1
Total 4.18 Agree

53. 39
Table 3.2 shows the mean score, description, and ranking of
Professionalism. Have long patience and aren’t bothered even there are
many questions asked. shows a mean score of 4.28 and the first highest
ranking with the description of Agree. Very careful to the sensitivity of the
tourists shows a mean score of 4.26 and the second highest ranking with the
description of Agree. They are courteous and address the tourists
respectfully shows a mean score of 4.25 and the third highest ranking with
the description of Agree. Can maintain their composure even under pressure
shows a mean score of 4.19 and the fourth highest ranking with the
description of Agree. They are presentable and well-groomed shows a mean
score of 3.9 and the fifth highest ranking with the description of Neutral. This
table shows Professionalism has a total mean score of 4.18 with the
description of Agree.
According to Ap and Wong (2020), one of the important front-line
participants in the tourist sector is the tour guide. They have the power to
turn a tourist's visit from a tour into an experience by their understanding and
interpretation of a destination's attractions and culture, as well as through
their communication and service skills. Given how fiercely destinations
compete for tourists, service professionalism has become a high priority. The
tourism sector is a distinctly service-based one that places a strong priority

54. 40
on providing top-notch services. Since there were matters with tour guides'
varying levels of professionalism.
Table 3.3
Punctuality
Mean
score
Description Ranking
They have the ability to competently
manage time and responsibility treat
each task set for oneself.
1.53 Disagree 5
Tour guides can fulfill any promises
and contracts at a strictly appointed
time.
2.03 Disagree 2
Responsible for tourists and their
own time.
1.78 Disagree 4
Follow a schedule from itinerary with
various time frame.
2.32 Disagree 1
Have organizational skills to be able
to run through the structure for each
tour in advance.
1.94 Disagree 3
Total 1.92 Disagree
Table 3.3 shows the mean score, description, and ranking of
Punctuality. Follow a schedule from itinerary with various time frame shows
a mean score of 2.32 and the first highest ranking with the description of

55. 41
Disagree. Tour guides can fulfill any promises and contracts at a strictly
appointed time shows a mean score of 2.03 and the second highest ranking
with the description of Disagree. Have organizational skills to be able to run
through the structure for each tour in advance shows a mean score of 1.94
and the third highest ranking with the description of Disagree. Responsible
for tourists and their own time shows a mean score of 1.78 and the fourth
highest ranking with the description of Disagree. They have the ability to
competently manage time and responsibility treat each task set for oneself
shows a mean score of 1.53 and the fifth highest ranking with the description
of Disagree. This table shows Punctuality has a total mean score of 1.92
with the description of Disagree.
As mentioned by Gray (2022), Punctuality is required in order to have
guests at places of interest at set times. They typically adhere to a timetable
based on an itinerary. Your tour guide must make specific time allocations
for these time frames and assist guests in arriving on time. Not only
punctuality is vital for reaching tour destinations, but guests are likely to have
different plans for the day. Respecting the time of others in the group is
encouraged.

56. 42
Table 3.4
Flexibility
Mean
score
Description Ranking
Ability to cope up with
unexpected urgent incidents.
4.2 Agree 4
Capable of solving problems
and conflicts emerged from tour
arrangements.
4.24 Agree 2
Accessible whenever
customers’ needs them.
4.22 Agree 3
They are able to cooperate with
other service staff.
4.54 Strongly
Agree
1
They are able to generate
rapport among tour group
members.
4.22 Agree 3
Total 4.28 Agree
Table 3.4 shows the mean score, description, and ranking of
Flexibility. They are able to cooperate with other service staff shows a mean
score of 4.54 and the first highest ranking with the description of Strongly
Agree. Capable of solving problems and conflicts emerged from tour
arrangements. shows a mean score of 4.24 and the second highest ranking
with the description of Agree. Accessible whenever customers need them

57. 43
shows a mean score of 4.22 and the third highest ranking with the
description of Agree. They are able to generate rapport among tour group
members shows a mean score of 4.22 and the highest ranking with the
description of Agree. Ability to cope up with unexpected urgent incidents
shows a mean score of 4.2 and the fourth highest ranking with the
description of Agree. This table shows Flexibility has a total mean score of
4.28 with the description of Agree.
As mentioned by Grayline (2022), at times, tour guides will need to go
with the flow. They may need to use various approaches based on the
audience they will be entertaining. A flexible approach to a situation can
make a good tour even better. Excellent tour guides are adjustable when it
comes to unexpected issues and schedule changes. Not only is flexibility
necessary for situations that arise, but it’s also crucial for the people that
come. Being flexible with demanding personalities or people who prefer to
go against the flow will probably happen. Putting up with a few demands
might be necessary to keep the time together positive and enjoyable.

58. 44
4. Is there any significant relationship between the performance of the
tour guide and the satisfaction of the tourists?
Table 4
Pearson r Interpretation
Overall satisfaction
0.601575641 Strong Positive relationship
Overall loyalty
According to table 4, the performance of the tour guide and the
satisfaction of the local tourists have a correlation of 0.60 and are shown to
have a strong positive relationship.
5. What are the problems encountered in evaluating the
performance of the tour guide in Intramurals, Manila in
terms of;
Table 5
Ranking
Knowledge- Not familiar about the place
of interest.
5
Communicative style- Words are unclear
and audible.
6
Energy- Impotent in introducing a place. 2
Tone- The voice and intonation are not
engaging.
3

59. 45
Enthusiasm- Tour guide seems
uninterested of what they are doing.
8
Behavior- His/she’s body language
makes the tourist uncomfortable.
10
Organization Skill- Lack of time
management.
1
Self-esteem- Lack of confidence in
showcasing the destination to the
tourists.
7
Seasonality- The guidance profession is
deeply affected by natural disasters and
epidemics.
9
Technological Role- Tourists use digital
interpretation instead of guides.
4
Total 3.50
Table 5 shows the mean score and ranking of Problems Encountered
in Evaluating Tour Guides Performance to the Satisfaction of Local Tourists
in Intramuros, Manila. Organization Skill- Lack of time management shows a
mean score of 4.96 and the first highest ranking. Energy- Impotent in
introducing a place shows a mean score of 4.95 and the second highest
ranking. Tone- The voice and intonation are not engaging shows a mean
score of 4.90 and the third highest ranking. Technological Role- Tourists use
digital interpretation instead of guides shows a mean score of 4.48 and the

60. 46
fourth highest ranking. Knowledge- Not familiar about the place of interest a
mean score of 3.45 and the fifth highest ranking. Communicative style-
Words are unclear and audible shows a mean score of 2.48 and the sixth
highest ranking. Self-esteem- Lack of confidence in showcasing the
destination to the tourists shows a mean score of 2.48 and the seventh
highest ranking. Enthusiasm- Tour guide seems uninterested of what he/she
doing shows a mean score of 2.47 and the eighth highest ranking.
Seasonality- The guidance profession is deeply affected by natural disasters
and epidemics shows a mean score of 2.46 and the ninth highest ranking.
Behavior- their body language makes the tourist uncomfortable shows a
mean score of 2.42 and the tenth highest ranking. The table shows
Problems Encountered has a total mean score of 3.50.

61. 47
Chapter 5
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
This chapter sought to give the summary of findings based on the
analysis employed in the previous chapter, conclusion from the interpretation
of the data as well as the recommendation.
Summary of Findings
Based to the gathered data, the researchers came up with the
following findings:
1. Profile of the Respondents
1.1 Sixty – one or 61% belong to the group of age 19-31 years old, twenty
– two or 22% belong to the group of age 12-18 years old and seventeen or
17% belong to the group of age 32-59 years old;
1.2 Seventy – one or 71% of the respondent are female while twenty –
nine or 29% of the respondents are male.
2. What are the level of tour guides performance in terms of:
2.1 Professional Knowledge, the first three ranks are:
a) Clear and accurate discussion of information about the place of
interest shows a mean score of 4.56 with the description of strongly agree;

62. 48
b) Prepare to discuss knowledge about the area of tour shows a mean
score of 4.54 with the description of Strongly Agree;
c) Provide education, historical details, and cultural insight to tourist
shows a mean score of 4.49 with the description of Agree.
2.2 Leadership, the first three ranks are:
a) Motivate the tourists to keep up with the tour shows a mean score of
4.39 with the description of Agree;
b) Gives clear instruction shows a mean score of 4.31 with the
description of Agree;
c) Good at decision-making shows a mean score of 4.29 with the
description of Agree.
2.3 Managerial Tasks, the first three ranks are:
a) Familiarize tourists with the locality by vehicle or foot shows a mean
score of 4.28 with the description of Agree;
b) Planned historical spots to visit chronologically shows a mean score
of 4.27 with the description of Agree;
c) Ensured that the group remains safe and together all the time shows
a mean score of 4.26 with the description of Agree.

63. 49
2.4 Communication Skill, the first three ranks are:
a) The delivery of the tour guides points and messages shows a mean
score of 4.27 with the description of Agree;
b) The engagement between the tour guide and the tourist shows a
mean score of 4.26 with the description of Agree;
c) Speaks clearly when discussing information shows a mean score of
4.25 with the description of Agree.
3. What are the level of tourist satisfaction in terms of:
3.1 Personality and Humor, the first three ranks are:
a) Kind and friendly shows a mean score of 4.22 with the description of
Agree;
b) They are confident to answer the questions. shows a mean score of
4.27 with the description of Agree;
c) They have the ability to make tourists laugh and engage to the topic
shows a mean score of 4.25 with the description of Agree.
3.2 Professionalism, the first three ranks are:
a) Have long patience and aren’t bothered even there are many
questions asked. shows a mean score of 4.28 with the description of Agree;
b) Very careful to the sensitivity of the tourists shows a mean score of
4.26 with the description of Agree;

64. 50
c) They are courteous and address the tourists respectfully shows a
mean score of 4.25 with the description of Agree.
3.3 Punctuality, the first three ranks are:
a) Follow a schedule from itinerary with various time frame shows a
mean score of 2.32 with the description of Disagree;
b) Tour guides can fulfill any promises and contracts at a strictly
appointed time show a mean score of 2.03 with the description of Disagree;
c) Have organizational skills to be able to run through the structure for
each tour in advance shows a mean score of 1.94 with the description of
Disagree.
3.4 Flexibility, the first three ranks are:
a) They are able to cooperate with other service staff shows a mean
score of 4.54 with the description of Strongly Agree;
b) Capable of solving problems and conflicts emerged from tour
arrangements shows a mean score of 4.24 with the description of Agree;
c) Accessible whenever customers need them shows a mean score of
4.22 with the description of Agree.
4. The performance of the tour guide and the satisfaction of the tourists
have a significant, strong positive relationship. This means satisfaction of the
tourists rises, so will the tour guide, and vice versa.

65. 51
5. What are the problems encountered in evaluating the performance of the
tour guide in Intramuros, Manila in terms of:
a) Organization Skill- Lack of time management shows a mean
score of 4.96 with the description of Strongly Agree;
b) Energy- Impotent in introducing a place shows a mean score of
4.95 with the description of Strongly Agree;
c) Tone- The voice and intonation are not engaging shows a mean
score of 4.90 with the description of Strongly Agree.
Conclusion
Based on the summary and findings, the researchers concluded
the following:
1. The respondents profile shows a majority in the ages 19-31 years
old. It shows that most of the local tourist respondents are young adults. The
respondents profile also shows that the majority of the respondents are
female with highest percentage of 71%.
2. The tour guides in Intramuros, Manila showed good work
performance based on the positive rating that they received from the

66. 52
respondents. They have professional knowledge, sense of leadership, good
managerial task, and excellent communication skill.
3. The local tourists in Intramuros, Manila were satisfied with the tour
guides’ personality and humor, flexibility, and professionalism. On the other
hand, the punctuality of the tour guides there is not satisfying for the local
tourists.
4. There is a significant relationship between the tour guide’s
performance and the satisfaction of local tourists. They have a strong
positive relationship and it means that the better the tour guide’s
performance is, the higher the tourists’ satisfactions are.
5. There are problems encountered while evaluating the tour guides
in Intramuros, Manila. Based on the results, a lot of the respondents
experienced that a lot of tour guides there lack in time management, lack in
energy during the tour, and their tone when discussing were not engaging.
6. The findings showed the areas of tour guides’ performance that
needed the enhancement to meet the satisfaction of the tourists. It was then
utilized as the basis of the creation of the brochure containing guidelines for
enhancement of tour guides’ performance.

67. 53
Recommendations
Based on the summary of findings and the conclusions, the researchers
formulated the following recommendations:
1. Tour guides should keep their good performance to both sex and
all age range of their tourists that are part of the tour group.
2. The tour guides should maintain or enhance their work
performance in terms of their Professional Knowledge, Leadership,
Managerial Task, and Communication Skill. It is important that they give
service while showcasing excellent performance to the tourists.
3. Tour guides must focus in improving their punctuality as it affects
the satisfaction of the local tourists. They should maintain or enhance their
personality and humor, professionalism, and flexibility.
4. Tour guides should always do their best when giving their service
to the tourists. It is essential to meet the tourists’ expectations and
satisfaction and in order to do that, the tour guides must perform well in their
job.
5. The tour guides must improve their performance when it comes to
time management. Following an organized plan is vital in order to have

68. 54
perfect flow of the tour. They also need to give more energy during the tour
and enhance the tone of their voices during the discussion to have an
engaging tour.
6. Tour guides should be aware of the latest guidelines of tour
guides’ performance that will help in enhancing their skills and service. They
could use and read the proposed output of this research entitled “Be a Better
Tour Guide: Guidelines for Enhancement of Tour Guides’ Performance.”

69. 55
Proposed Output
The researchers made guidelines to give guidance and tips to the tour
guides about the enhancement of their performance as they give service to
the tourists which will be helpful to both sides. This output has important tips
based on the gathered and analyzed data from this study.

70. 56

71. 57
APPENDIX A
Letter to Conduct this Study
RUBY D. ODULIO, Ph. D
BSTM, Program Head
BESTLINK COLLEGE OF THE PHILIPPINES
1017 Brgy. Kaligayahan, Quirino Highway, Novaliches, Quezon
Madam:
Good day!
We have the honor to request from your good office we, researchers
be allowed to conduct a research study.We are currently enrolled at the
BESTLINK COLLEGE OF THE PHILIPPINES taking up Bachelor of Science
in Tourism Management this Academic Year 2022 – 2023. As a requirement
in the said program, we are conducting a study, EVALUATION OF TOUR
GUIDES PERFORMANCE TO THE SATISFACTION OF LOCAL
TOURISTS IN INTRAMUROS, MANILA. Furthermore, may we request
permission to distribute survey questionnaire to selected Local Tourists as
respondents of the study. The result of which will be treated with utmost
confidentiality. We hope that this will merit your kind attention and favorable
response.
Thank you for your kindness and support
The Researchers
Approved:
RUBY D. ODULIO, Ph.D.
BSTM, Program Head

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APPENDIX B
Letter to the Respondents
Dear Respondents,
You have chosen as one of the respondents of the study titled,
“EVALUATION OF TOUR GUIDES PERFORMANCE TO THE
SATISFACTION OF LOCAL TOURISTS IN INTRAMUROS, MANILA”. This
questionnaire is data gathering tool that aims to determine the Tour Guides
Performance during the Academic Year 2022-2023. Please answer all the
items confidently. Rest assured that all the data gathered will be kept
confidential and will only be used for the purpose of the present study.
Thank you very much and God bless you!

73. 59
APPENDIX C
Survey Questionnaire
1. Respondents Profile
1.1 Age
12-18
19-31
32-59
1.2 Sex
Male
Female
Scale Verbal Interpretation
5 Strongly Agree (SA)
4 Agree (A)
3 Neutral (N)
2 Disagree (D)
1 Strongly Disagree (SD)

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1. What are the level of tour guides performance in terms of:
Professional Knowledge
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Discusses accurate information that is
worth and valuable.
Can exchange high quality information
that may fulfill the tourists’ quest for new
knowledge experience.
Provide education, historical detail, and
cultural insight to tourists.
Tour guide presents clear and objective
information to address such queries.
Prepared to discuss knowledge about
the area of tour.
Leadership SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Make sure that everyone follows the
tour rule.
Gives clear instructions.
Good at decision-making.
Motivate the tourists to keep up with the
tour.
Acts with integrity and honesty.

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Managerial Tasks SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Familiarized tourists with the locality by
vehicle or foot.
Planned historical spots to visit
chronologically.
Ensured that the group remains safe and
together all the time.
Well-prepared tourist experience.
Manage time accurately for a perfect
flow of the tour.
Communication
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Speaks clearly when discussing
information.
Ask the tourists if they have any
questions about what they are
discussing.
Responds appropriately to the tourists
and pay attention.
Can read body language, they can

76. 62
2. What are the level of tourists satisfaction in terms of:
visually see if the tourists are receiving
and understanding their messages.
They are specific; they deliver clear and
concise point about their messages.
Professionalism SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Their presentation of themselves and
the way they are well groomed is
satisfactory to the tourists.
The courteousness and politeness of the
tour guides pleased the tourists.
The respect of the tour guides when it
comes to their sensitivity made the
tourists happy.
The composure of the tour guides even
under pressure appeased the tourists.
Their patience delighted the tourists.

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Personality and Humor SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
The tone of the tour guides as they
discuss information and the history
of the place are well complemented
by the tourists.
Their warmth and friendliness give
an ecstatic surprise to the tourists.
The quick responses of the tour
guides when something went wrong
made a positive impact to the
tourists.
The confidence of the tour guides
during the tour exceeded tourists’
expectations.
The way the tour guides made them
laugh and feel at ease the entire time
made the tourists feel rewarded.
Communication Skills SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
The information that the tour guides
shared satisfied the tourists.
The engagement between the tour
guides and the tourists is appeasing.

78. 64
The quick responds of the tour
guides to their questions pleased the
tourists.
The understanding level of the tour
guides to the tourists is fulfilling.
The delivery of the tour guides points
and messages to the tourists are
convincing.
Flexibility SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
The coping of the tour guides with
the unexpected incidents made the
tourists contented.
Their capability of solving problems
and conflicts that emerged from tour
arrangements pleased the tourists.
They are approachable whenever
they are needed which is fulfilling to
the tourists.
The cooperation of the tour guides
with other service staff is
appreciated by the tourists.
They are able to generate rapport
among the tour group members
which exceeded the expectations of

79. 65
3. What are the problems encountered in evaluating the
performance of the tour guide in Intramuros, Manila in terms
of;
the tourists.
Punctuality
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Their ability to competently manage
the time is appreciated by the
tourists.
The fulfillment of the tour guides to
any promises and contracts at the
strictly appointed time pleased the
tourists.
When it comes to their time, the tour
guides was so responsible that
fascinated the tourists.
They followed a schedule from an
itinerary with various time frame
made the tourists feel contented.
Their organizational skills to be able
to run through the structure for each
tour in advance fulfilled the tourists.

80. 66
SA
(5)
A
(4)
N
(3)
D
(2)
SD
(1)
Knowledge- Not familiar about the
place of interest.
Communication Style- Words are
unclear and inaudible.
Energy- Impotent in introducing a
place.
Tone- The voice and intonation is
not engaging.
Enthusiasm- Tour guides seems
uninterested on what they are doing.
Behavior- His body language makes
the tourist uncomfortable.
Organizational Skill- Lack of time
management
Self-esteem- Lack of confidence in
showcasing the destination to the
tourists.
Seasonality- The guidance
profession is deeply affected by
natural disasters and epidemics.
Technological Role- Tourists use
digital interpretation instead of
guides.

81. 67
APPENDIX D
Certificate of Originality
This is to certify, that this research paper is an outcome of our
independent and original work. We have duty acknowledged all the sources
from which the ideas and extracts have been taken. The project is free from
any plagiarism and has not been submitted elsewhere for publication.
Affiliated Institution: BESTLINK COLLEGE OF THE PHILIPPINES
Title of the paper: EVALUATION OF TOUR GUIDE’S PERFORMANCE TO
THE SATISFACTION OF LOCAL TOURISTS IN INTRAMUROS, MANILA
Name of Author (s):
BALLENTOS, APRIL MAE N.
CANCERAN, JERYMY
GEREÑA, ANGELA FAITH
OROCEO, MAYGIE M.
RETONA, SHAINETTE O.

82. 68
APPENDIX E
Grammarian’s Certificate
This is to certify that the undersigned has reviewed and went through all
the pages of the research paper entitled “EVALUATION OF TOUR GUIDES
PERFORMANCE TO THE SATISFACTION OF LOCAL TOURISTS IN
INTRAMUROS, MANILA” by BALLENTOS, APRIL MAE N., CANCERAN,
JERYMY, GEREÑA, ANGELA FAITH, OROCEO, MAYGIE M., RETONA,
SHAINETTE O., aligned with the set of structural rules that govern the
composition of sentences, phrases, and words in the English language
Signed this 10th
day of November in the year 2022 at Bestlink
College of the Philippines.
Signed:
GELYN T. BANAL
Grammarian

83. 69
APPENDIX F
Statistician’s Certificate
This is to certify that this research study entitled “EVALUATION OF TOUR
GUIDES PERFORMANCE TO THE SATISFACTION OF LOCAL TOURISTS
IN INTRAMUROS, MANILA” by BALLENTOS, APRIL MAE N., CANCERAN,
JERYMY, GEREÑA, ANGELA FAITH, OROCEO, MAYGIE M., RETONA,
SHAINETTE O. in partial fulfillment for the degree of Bachelor of Science in
Tourism Management has been statistically reviewed by the undersigned.
MRS. ROMELA SALES
Statistician

84. 70
APPENDIX G
Grammarian Curriculum Vitae
PERSONAL INFORMATION
Name : Gelyn T. Banal
Age : 27
Address : #133 Damong Maliit
Brgy. Nagkaisang Nayon,
Novaliches Quezon City
Email Add. : gelbanal22@gmail.com
Contact No. : 0956-967-3565
EDUCATIONAL QUALIFICATION:
COLLEGE 2011-2015
Colegio De Sta. Teresa De Avila
Bachelor of Secondary Education
Major in English
SECONDARY EDUCATION 2007-2011
Llano High School
PRIMARY EDUCATION 2001-2007
Damong Maliit Elementary School

85. 71
APPENDIX H
Statistician’s Curriculum Vitae
PERSONAL INFORMATION
Name : Romela B. Sales
Address : #7147 Azalea st. Cam. Cal., City
Email Add. : sromela.rs@gmail.com
Contact No. : 00949-5940413/02-83559496
Objective: To be able to find a suitable and rewarding job where
there is a lot of opportunity to learn new things, utilize my
knowledge, ability and experience as well as excel in whatever
field in responsibility that will be entrusted upon me.
WORK EXPERIENCE
EDUCATIONAL BACKGROUND
2018- Present Part Time Mathematics Instructor Bestlink College of
the Philippines
2017-2018
Novaliches
Part time Mathematics Instructor Our Lady of Lourdes
2015-present Part time Mathematics Instructor University of Caloocan
2005-Present Mathematics teacher/Adviser Maligaya High School
Marikina Polytechnic College
Master in Teaching
Mathematics
Sy:2019 to present
Marikina City

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Character Preference:
I hereby certify that the above information are true and correct to the
best of my knowledge and belief.
ROMELA BAUTISTA SALES
Polytechnic University of the
Philippines
Master in Educational
Management
SY: 2010-2012
Sta Mesa, Manila
Pangasinan State University-
Bayambang
Bachelor in Secondary
Education-Major in
Mathematics
SY:1993-2000
Bayambang, Pangasinan
Speaker Eugenio Perez Nat’l
High School
SY: 1989-1993
San Carlos City, Pangasinan
Central – I Elementary School
SY : 1983 – 1989
San Carlos City , Pangasinan
Grace A. Tariman Principal (Maligaya High School) (02)4183680
Maria D. Cinco Head Teacher III-Mathematics Dept.
Robert C. Torrecampo Department Head - Mathematics
Azenith Oliquino Senior High School Coordinator (02)9368664

87. 73
BIBLIOGRAPHY
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5584?src=recsys
Booking Live (2021). 6 Essential Skills of A Tour Guide. Booking
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guide-operator/
Çetı˙nkaya & Öter, Z. (2016). Role of tour guides on tourist satisfaction
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https://doi.org/10.1515/ejthr-2016- 0005
Cetin, G. et.al. (2018). The professional relationship between tour guides
and tour operators. Taylor and Francis Online homepage.
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Chang, K. (2018). Examining the Effect of Tour Guide
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189?src=recsys
Erana, et.al (2021). Praxis and challenges of Tour guides in
Quirino province, Philippines. International Journal of Tourism &
Hospitality Reviews. https://doi.org/10.18510/ijthr.2021.822
Frleta, D., & Jurdana, D. (2018). Seasonal variation in urban tourist
satisfaction. Tourism Review, https://doi.org/10.1108/TR-09-2017-0148
Gratch, A. (2020). Tour guide performances: four modes of
framing tourist experience. Taylor and Francis Online homepage.
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5121?src=recsys
Gray Line (2022). 11 Qualities Your Tour Guide Should Have.
Gray Line.https://graylinelasvegas.com/blog/11-qualities-your-
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Hansen, A. et.al. (2018). Tour guides’ performance and tourists’
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Huang, S et.al (2016). Effects of interpretive guiding outcomes on tourist
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Kassawnh, M. (2019). The impact of behaviors and skills of tour
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Tourism and Leisure. https://doi.org/2223-814X
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Nzayisenga, E. (2018). Tour guides performance and tourist
satisfaction. Academia.
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Suryana, M. (2022). A Systematic Literature Review of Tour
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Yan, M. et.al. (2019). The Relationship between Tour Guide
Humor and Tourists’ Behavior Intention A Cross-Level Analysis.
Research Gate.
https://www.researchgate.net/publication/357838859

91. 77
CURRICULUM VITAE
PERSONAL INFORMATION
Name : Retona, Shainette O.
Sex : Female
Age : 21
Address : Phase 7B Package 1 Block 59 Lot 13,
Bagong Silang Caloocan City
Email Add. : retonashainette@gmail.com
Contact No. 09095062668
EDUCATIONAL QUALIFICATION
COLLEGE
SECONDARY EDUCATION
2018-2019
Bestlink College of the Philippines
Home Economics - Cookery
PRIMARY EDUCATION 2012-2013
Pag-asa Elementary School
2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management

92. 78
PERSONAL INFORMATION
Name : Gereña, Angela Faith A.
Sex : Female
Age : 21
Address : B 31 L 7 Carissa 2a Brgy. Kaypian City of San Jose
DelMonte Bulacan
Email Add. : gerenaangelafaith@gmail.com
Contact No. 0951-723-2259
EDUCATIONAL QUALIFICATION
COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management
SECONDARY EDUCATION 2018-2019
Academia De San Lorenzo Dema-Ala Inc
PRIMARY EDUCATION 2012-2013
Angels of God Learning School

93. 79
PERSONAL INFORMATION
Name : Ballentos, April Mae N.
Sex : Female
Age : 21
Address : #941 Franville II subd. Area A Camarin
Caloocan City
Email Add. : aprilmaeballentos30@gmail.com
Contact No. : 09266297649
EDUCATIONAL QUALIFICATION
COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management
SECONDARY EDUCATION 2018-2019
Bestlink College of the Philippines
PRIMARY EDUCATION 2012-2013
Camarin (Main) Elementary School

94. 80
PERSONAL INFORMATION
Name : Oroceo, Maygie M.
Sex : Female
Age : 21
Address : 200 st. Milagrosa,Bagong barrio, Cal. City
Email Add. : oroceomaygie@gmail.com
Contact No. : 09489422431
EDUCATIONAL QUALIFICATION
COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management
SECONDARY EDUCATION 2018-2019
Asag, National High School
PRIMARY EDUCATION 2012-2013
Lonoy, Elementary School

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PERSONAL INFORMATION
Name : Canceran, Jerymy
Sex : Female
Age : 24
Address : 615 Interior O Callejon Cruz Street Bagbag
Novaliches,Quezon City
Email Add. : inseojems@gmail.com
Contact No. : 09611278461
EDUCATIONAL QUALIFICATION
COLLEGE 2019-2023
Bestlink College of the Philippines
Bachelor of Science in Tourism Management
SECONDARY EDUCATION 2010-2014
Super Child Academy
PRIMARY EDUCATION 2004-2010
Placido Del Mundo Elementary School