Gastronomic Promotional Mix and Service Quality as Determinants of Tourist Satisfaction

This study investigated the determinants of tourist satisfaction in Lake Sebu, South Cotabato, focusing on the gastronomic promotional mix and service quality. Utilizing data from 390 local tourists across accredited restaurants, the research indicates a high level of overall satisfaction, particularly regarding food quality, the physical environment, and price perception. Conversely, accessibility was identified as a significant area for improvement. The analysis of the gastronomic promotional mix revealed that while tourism advertisement, publicity, and sales promotion are perceived as effective, public relations and personal selling require further refinement to maximize impact. Regarding service quality, respondents provided positive feedback on assurance, responsiveness, and empathy; however, the dimensions of tangibility and reliability received lower relative scores. Correlation analysis confirms a significant positive relationship between both the gastronomic promotional mix and service quality with tourist satisfaction. Notably, regression analysis reveals that service quality serves as the primary driver of the tourist experience. These findings suggest that stakeholders in Lake Sebu should prioritize the enhancement of service delivery—specifically focusing on reliability and tangibility—to foster positive long-term perceptions. While promotional strategies remain essential for attracting visitors, success depends on aligning these marketing efforts with actual service experiences. To exceed guest expectations and cultivate lasting customer loyalty, the local industry must ensure that the "Lake Sebu brand" promised in promotions is consistently delivered through high-quality, reliable service. This holistic approach will strengthen the region's position as a premier culinary and cultural destination.