ASSESSMENT ON THE TOURIST LEVEL OF SATISFACTION AT BIT-BIT RIVER: BASIS FOR PROPOSED IMPROVEMENT PLAN

Abstract

Bit-bit River in Norzagaray, Bulacan, is widely known as the "Hidden Paradise" due to its breathtaking rock formations, mountain views, and clean, refreshing waters. The river, which stretches 100 feet within the Sierra Mountain range near the Angat-Ipo La Mesa dam system, plays a crucial role in supplying water and electricity to Metro Manila, Bulacan, and nearby provinces. It has become a popular destination for bikers, adventurers, families, and passersby due to its natural beauty and accessibility. As one of the well-known tourist spots in Bulacan, visitors come from various locations to experience its scenic views and tranquil environment. The researchers employed a quantitative research approach using a descriptive design. Purposive sampling was utilized to select respondents, with data gathered through survey questionnaires distributed to tourists visiting Bit-bit River. A total of 30 respondents participated in the study. Statistical treatments such as frequency, percentage, and weighted mean were applied to analyze the collected data. Findings indicate that Bit-bit River in Norzagaray, Bulacan, received high levels of tourist satisfaction. Respondents highlighted the accessibility and effective management of certain measures along the river, contributing to a positive experience. The study's findings reveal challenges related to garbage disposal, inadequate management, and a lack of amenities, which impact the overall tourist experience. Additional concerns include the need for proper signage and rotating lifeguards. Barangay officials face budgetary constraints since Bit-bit River is privately owned and does not receive government support. Addressing these issues through a structured improvement plan can enhance the sustainability and attractiveness of Bit-bit River as a tourist destination.