Abstract
A tourist destination can only be promoted if the amenities, activities, accommodations, and access are in place. Modern transportation systems are critical for Tourism development, and Boracay Island, a popular tourist destination, is no exception. This study presents the assessment of Hop On, Hop Off (HOHO), a modern vehicle owned by Southwest Group Inc., which operates on the island. It utilized a descriptive research design with a sample size of 361 respondents to evaluate the operational efficiency, accessibility, and user familiarity of the HOHO bus. Through the use of Descriptive Analysis, the researchers delved into the data to uncover meaningful insights from passengers through convenience sampling and measured their feedback using a 4-point Likert scale. The study revealed high user familiarity in areas of comfort, with a mean of 3.76, cleanliness, with a mean of 3.66, and staff helpfulness, with a mean of 3.69. For areas that need improvement, including information dissemination, results show a mean of 3.46, service frequency during peak hours with a mean of 3.44, and digital connectivity with a mean of 3.51. The study will contribute to the service efficiency and development of Hop on Hop in vehicles servicing the island tourism in the country. It is recommended that Southwest Tours improve its efficiency by optimizing routes and adding additional vehicles to reduce waiting times, enhancing accessibility to PWDs, adopting sustainable practices, and improving visible information through signage and announcements. future research could be conducted on areas of environmental footprint, economic contributions to the local community, and comparative performance against other transportation modes. Similar research can be conducted using qualitative or mixed-methods approaches.
