This study examined the perceived service quality of selected tourism services in Guimaras Island and its relationship with travelers’ demographic profile. A total of 200 respondents were surveyed to assess perceptions across the SERVQUAL dimensions: Tangi bles, Reliability, Responsiveness, Assurance, and Empathy. Descriptive statistics (frequency, percentage, and weighted mean) were used to summarize demographic characteristics and service quality perceptions, while inferential analysis employed Spearman’s rho correlation, independent samples t – test, and one – way ANOVA to examine relationships and differences among variables. Results showed that most respondents were aged 26 –35 years (35%), with a balanced gender distribution (55% male, 45% female). Family tr avelers were the largest group (35%), followed by group, solo, and business travelers. In terms of service quality, Tangibles (M = 4.35) and Assurance (M = 4.25) were rated very high, while Reliability (M = 4.10), Responsiveness (M = 4.05), and Empathy (M = 4.15) were rated high, indicating generally favorable perceptions. Inferential results revealed a significant but weak positive relationship between age and perceived service quality, while sex showed no significant relationship. Significant differences were also found across traveler types; however, effect sizes were small, indicating limited practical magnitude despite statistical significance. Overall, demographic factors, particularly age and traveler type, modestly influence service quality perceptio ns. The study is limited to selected tourism services in Guimaras Island and a non – probability sample, which may restrict generalizability. Findings provide insights for improving targeted tourism service strategies.

Keywords: Service quality, SERVQUAL, tourism, demographic profile, traveler perception, Guimaras Island