Tourist Experiences with the Services of Selected Tour Providers in Lapu-Lapu City, Cebu: A Qualitative Study

ABSTRACT This qualitative study explored tourists’ experiences with selected tour providers in Lapu-Lapu City, Cebu, focusing on service delivery, guide engagement, safety, comfort, accessibility, and the effects of these experiences on satisfaction and future behavioral intentions. Ten local tourists who had completed a tour within the preceding six months were purposively selected. Data were collected through researcher-developed, face-validated interviews, supported by direct observation, field notes, and a reflective journal. The data were transcribed and analyzed thematically. The findings generated six major experiential themes: accommodating service, knowledgeable and organized operations, safe and comfortable tours, clean environments, safety prioritization, and smooth accessibility. Participants generally described their experiences as enjoyable, organized, and satisfying, emphasizing staff friendliness, professionalism, vehicle comfort, clear guidance, and attention to safety. Minor concerns included occasional delays, limited guide interaction, and isolated operational issues. Overall, positive service encounters strengthened tourists’ feelings of comfort and trust and were associated with willingness to recommend or revisit the providers. The study proposes a service-improvement framework emphasizing consistent service delivery, guide competence and engagement, operational coordination and safety, systematic customer feedback, and customer-centered sustainable tourism practices. Keywords: Accessibility; customer satisfaction; tour guides; tour providers; tourist experience; tourism service quality