Factors That Influence Word-of-Mouth (WOM) of Locals and Tourists for the Selected Restaurants in the City of Mati, Davao Oriental

Abstract

The study was conceptualized due to the rising and emerging tourism trends in Davao Oriental, and it intended to examine the factors that influence Word of Mouth (WOM) of the locals and the visiting tourists in Mati, Davao Oriental in their choices and preferences of the restaurant to visit and food to patronize. This study specifically examined the factors that elicit positive perceived value of WOM to the behavior of locals and tourists, like taste and quality of food, quality of service, physical design and ambiance of the restaurant, and price reasonableness. A quantitative research design was employed as the study was focused on looking for the answer to the question like what are the factors that influence WOM. A survey questionnaire was similarly used for the said purpose. Based on the findings using correlation analysis, there is a significant relationship between taste and quality of food, quality of service, physical design and ambiance, and price reasonableness towards the word of mouth. The data further revealed that 76.80% of the respondents’ word of mouth towards the restaurants is influenced considerably by the taste of food and the price reasonableness based on the regression analysis findings. The conclusion of this research and its implication provides that, as the level of taste and quality of food increases, the level of their word of mouth also increases. The same thing happens when the level of quality of service, physical design and ambiance, and price reasonableness increases. It also suggested that these factors elicit positive perceived value of WOM towards the behavior of locals and tourists.