Assessing Authenticity of Selected Cultural Heritage Sites of Paoay, Ilocos Norte: A Study on Enhancing Visitors’ Experience

Abstract

Cultural tourism is one of the developing sectors in the tourism industry. As tourism is experiencing significant changes, expectation is set constantly in terms of the quality of the experience pursued by tourists. This study examined the relationship between authenticity and visitors' experience. Mixed method research was used and the hypothesis was tested using Pearson r correlation. Questionnaire and interview were the instruments of the study. The study suggests that there is a significant relationship between authenticity and visitors' experience, r (385)=.89, p>.01. The existing tourism plans and programs in the municipality of Paoay, Ilocos Norte includes marketing programs, economic, physical infrastructure and socio-cultural plans and programs for both the visitors and local people. Visitors' Experience Enhancement Program (VEEP) was developed based on the results of the study to help improve the quality of visitors' experiences in a cultural heritage site.