ASSESSING TOURIST SATISFACTION IN HERITAGE SITES: A CASE STUDY OF NATIONAL MUSEUM OF THE PHILIPPINES- DUMAGUETE

The study aimed to assess the factors influencing tourist satisfaction at the National Museum in Dumaguete City. A self-made survey questionnaire was used to collect data from visitors, and statistical tools such as frequency and percentage, weighted mean, and Pearson’s Correlation Coefficient were applied to analyze the findings. Results revealed that the quality of museum exhibits, visitor services, and accessibility significantly influenced tourist satisfaction. Among these, museum exhibits had the strongest impact, highlighting the importance of well-curated and interactive displays in enhancing the visitor experience. Additionally, tourists highly valued the museum’s educational content, interactive features, and overall ambiance, reinforcing its role as an important cultural and historical institution. The study also found a significant correlation between tourist satisfaction and their perception of the museum’s educational value, engagement, and presentation. However, accessibility and convenience did not significantly affect how tourists perceived the museum’s ambiance, suggesting that while ease of access attracts visitors, it does not determine their overall impression of the museum. These findings indicate the need for continuous improvements in exhibit quality, visitor services, and museum facilities to further enhance tourist experiences. Strengthening these aspects will contribute to the museum’s long-term success as a key cultural and educational attraction in Dumaguete City.