2026, Vol. 8, Issue 1, Part A

author(s)
Kiven G Olivar and Kymwell R Hinlayagan

abstract
This study examined how foreign tourists perceive the Filipino Brand of Service Excellence (FBSE) during their visit to Davao City. A total of 300 respondents participated in the research. Using the exploratory factor analysis (EFA), the study revealed that the FBSE is composed of seven key values: Maka-Diyos (God-centered), Makatao (Humane), Makakalikasan (Environmentally-Responsible), Makabansa (Patriotic), Masayahin (Cheerful), May Bayanihan (Community-spirited), and May Pag-asa (Hopeful). These values represent the core characteristics of Filipino hospitality. The factor analysis was based on 40 item statements generated across 16 iterations using a factor loading threshold of 0.50. The results showed that these seven values work together to shape the overall service experience of foreign tourists. During the confirmatory analysis (CFA), the final factors revealed Makakalikasan (Environmentally Responsible), Maka-Diyos (God-centered), and May Bayanihan (Community-spirited) had the strongest influence on how tourists evaluated service quality.