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AIT Calendar

October 2018
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Undergraduate Tourism Research

The UP Asian Institute of Tourism takes pride of its graduates and their ground-breaking and innovative theses.  Many of these theses have made their way into actual implementation, have been extended to further research, and have also been cited by various local and foreign research studies.  Some theses are also pioneering and are the first of its kind.

AIT hones its students to produce quality output in tourism research. Below is a list of theses of graduated students (various years) and an annotated summary of completed projects in 2017.

To access the full text of the research, please visit the AIT Library in its temporary location: Room 3, Accacia Residence Hall, University of the Philippines, Diliman, Quezon City.



Residents’ Perceptions of the Environmental and Socio Economic Impacts of Birdwatching Tourism: the Case of Bahay Pare, Candaba


Dexter T. Meneses

Jeshua Immanuel L.Gay


April 2017


Abstract: Candaba Swamp is among the top twenty-seven sites in the Philippines to  package different species of birds in their natural habitat into a tourist attraction. After a change in political leadership, the birdwatching tourism in Candaba slowly died down. With the aim of assisting the redevelopment of birdwatching tourism in Candaba, Pampanga, the researchers conducted a quantitative sample survey in Bahay Pare, Candaba, one of the closest barangays to the bird sanctuary. The survey aimed to identify the residents’ perceptions towards the environmental and socioeconomic impacts of birdwatching tourism in the area. In addition, the researchers also determined the attitude of the residents towards birdwatching and conservation and the correlation of their perceived impacts to their attitude. The findings revealed that the residents of Bahay Pare, Candaba valued the socio-economic benefits of the tourism to the area over its environmental effects. It is the economic aspect of the tourism in the area that must be solved for the residents be encouraged to help preserve and revive the birdwatching in the area.


Keywords: avitourism, birdwatching, perceptions and attitudes of birdwatching, Bahay Pare, Candaba, Candaba Swamp


Perceived Tourism Impacts in Sagada: A Temporal Analysis


Jennifer Clare Ajero

Jennievie Cacayuraan


May 2017


Abstract: Tourism as a tool for development in the Philippines, in general, has contributed to the growth of the economy and to the improvement of the community's everyday life. Tourism likewise has the potential to create both beneficial and harmful effects on the different stakeholders involved, specifically in terms of the residents' culture and traditions. In Sagada, the tourist arrivals has had a significant increase and is continually soaring at its peak; however, this growth of tourism does not necessarily equal to only positive advancements in Sagada, particularly for its community. The municipality faces challenges on the implementation and execution of the government policies involving the monitoring of the activities of the guides associations, the adjustments the community make to adapt to the tourists' demands, and the preservation of the Igorot culture. If such situation will continue, especially with the continuous boom of tourism, there is the looming probability of the decline of the culture of Sagada. Important factors in the community such as its leaders – the elders, the Church, and the government – should be greatly considered as the involvement of the stakeholders is very crucial in the planning and decision-making process, especially on the management of tourism, given the existing challenges on tourist and destination management.


Keywords: Sagada, tourism, impacts, perceptions


Assessment of Capabilities, Knowledge, and Performance of Tour Guides in Metro Manila


Ma. Allysiu May Go Alvarez

Marvin Den Panopio Brucal


May 2017


Abstract: This study examines the competency of the city tour guides by answering the main problem of the study: “How do the training programs influence the competency of the city tour guides in Metro Manila?” In Particular, this study aimed to examine that they embody; and evaluate their performance in the tour guiding profession. A qualitative methodology through in-depth interview was applied to gather primary data from the 13 city tour guides and two DOT representatives. In the analysis of the narratives, the respondents acquired different set of skills and practices as they went through different programs namely DOT training, DOT Mabuhay Guides training, and private company training. In addition, they all came from different educational backgrounds and work experiences. When the tour guides were compared based on the knowledge that they possess, it is evident that hose who had gone through DOT training or the Mabuhay Guides training knew more roles and practices on the tour guiding industry that those who underwent private company training. Moreover, this study discovered that training and development is the foundation of the tour guides' basic capabilities. However, in their perspectives, experience in the field enhanced and improved their competency in general.


Keywords: Metro Manila, Philippines, tour guide, competency, capabilities, knowledge, performance, DOT, training


Land-Use Conflicts in Cabanatuan City: Implications on Tourism Development


Lady Roweena Y. Angeles

Chelsea P. Luna


May 2017


Abstract: Cabanatuan City has been moving towards urbanization which has brought wide conversion of farmlands into tourism-related establishments and infrastructure. The effects of this conversion bring land-sue conflicts to different stakeholders of the city. This research aimed to determine if the perceived costs and benefits of the affected group of stakeholders from farmland conversion are equitable based on Adam's equity theory and identify the concentration of the development in the city for the last 10 years with the use of agglomeration theory. To better understand the specific stakeholder's power and interest towards farmland conversion into tourism enterprises, Mendelow's matrix was used to illustrate results from analysed interview data. Data from interviewed participants, comprehensive land-use plan and maps were used to further understand the situation. A total of 19 respondents from different stakeholders were interviewed to identify and understand the costs and benefits of farmland conversion economically, environmentally, socio-culturally and politically. The results showed that inequitable relationship on economic, environmental, socio-cultural and political aspect among stakeholders exist, and therefore, causing land-use conflicts. The most beneficial effects are experienced socio-culturally and economically by all stakeholders except farmland owners, while negative effects are most evident on environmental aspects to all of them except to the current political party reigning in the city. Development of infrastructure and tourism-related establishments were perceived as having a correlation with progress and better quality of life for the community. These were the main reasons why development on farmlands is perceived appropriate and is continuously happening in an agricultural destination. One effect of this progress is the goal to attain Highly-Urbanized City (HUC) classification which has been a debate for many years and yet the approval of it was never granted due to some political issues.

Keywords: Urbanization; farmland conversion; tourism-related establishments; land-use conflicts; perceptions; equity theory; agglomeration theory; stakeholders; HUC; Cabanatuan City


Perception of Tourism Stakeholders towards the Proposed Cruise Tourism Development in Legazpi City


Catherine Salcedo Balignasa

Irish Navarro Vigilia


May 2017


Abstract: Cruise tourism represents one of the tourism market segments that have experienced the highest growth in recent years. The main goal of this study is to analyze how the stakeholders of Legazpi city with different levels of involvement in tourism-related activities perceive the development of Legazpi city as an international cruise destination. The research involved primary data collection in the 40 barangays that were relatively close to the proposed cruise port administered during the month of February 2017. The study utilized a quantitative approach and employed a survey questionnaire as the main research instrument. Unstructured interviews were also done which acted as secondary data and helped in a better comprehension of the survey results. The findings revealed that stakeholders were more likely to perceive the positive impacts that the international cruise tourism development will bring to the city than the negative impacts. The study also shows that tourism stakeholders in Legazpi city are generally supportive of the proposed cruise tourism development in their city. Perceived benefits of the cruise tourism development are mainly on the positive economic impacts while concerns are mainly on the possible negative impacts of cruise tourism on the environment. Results of this study can serve as guide to the planning and managing team of cruise tourism development in Legazpi city in making educated decisions in tourism related activities which will benefit all stakeholders.

Keywords: perceptions, tourism stakeholders, cruise tourism, Legazpi City


Challenges in the Implementation of the Tourism Master Plan of Lubang Island


Aina Priscilla R. Balo

Ellaine Joye S. Carbonell


May 2017

Abstract: The implementation of a plan is significant in the success of tourism in the destination. That is why Lubang decided to craft a tourism master plan, the fist in Occidental Mindoro. However, the plan is not yet fully implemented. Therefore, this research aims to investigate the factors that hinder the implementation of the tourism master plan of Lubang Island as perceived by the stakeholders. The data were collected using a qualitative method with a semi-structured interview and was analyzed through a thematic analysis. The study found that despite the continuous efforts of the local government of Lubang, together with an active tourism office, challenges in their implementation process still exist. These challenges consist of weather disturbances, manpower, and funding. Moreover, adequate knowledge by the stakeholders were also found to be imperative in the success of the implementation. This thesis concludes that the stakeholders were very optimistic on the benefits the tourism industry can bring to their community but are also informed on the problems it may entail. Nevertheless, the tourism office of the island still needs a lot of work to do from obtaining the support and educating the stakeholders in acquiring the resources needed for the implementation of the plan.


Keywords: Tourism Master Plan, Lubang Island, Tourism Policy, Policy Implementation


Exploring the Perceived Destination Image of the Philippines Through a Content Analysis of Foreign Travel Blogs


Fershelyn Ann R. Callejo

Maria Carmela J. De Jesus


May 2017


Abstract: Travel blog discourse has been a popular and growing trend between travel bloggers and tourists. With the growth of international travel, blogs have emerged as an information source for potential destinations to visit. Other countries use travel blogs as basis for research to further understand tourists' destination image of their country. However, little research attention has been given to Philippines' projected or perceived tourism destination image. Specifically, there has been a scarcity of research in travel blogs and its potential as an information source for tourism stakeholders. This research examines the perceived destination image of the Philippines as revealed in travel blogs written by foreign visitors. A mixed method analysis using frequency analysis and content analysis was used to explore travel blogs written by foreign tourists. The textual content analysis of 164 blog posts written by 97 foreign bloggers showed the overall perceived destination image of the Philippines as positive among the tourists. Discussed is the perceptions of travel bloggers on attributes of the Philippines which include barriers, limitations and concerns, tourism infrastructure, evaluation of trip, attractions and activities, transportation, language, people and accommodation. The study identified the most frequently discussed aspects of tourists' experiences in the Philippines. The analysis defined the foreign travel bloggers as a group of travelers that may demonstrate characteristics and perceptions of foreign tourists in the Philippines. Findings indicated areas of concern, implications and recommendations for tourism stakeholders in the Philippine tourism industry. This includes marketing and development implications.


Keywords: foreign travel bloggers, destination image, Philippines


Perceived Effects of Tourism to the Residents' Quality of Life: A Case Study of Porac, Pampanga


Anjanette M. Cao

Michaela Bianca C. Pio


May 2017


Abstract: The focus of this study is to examine how tourism in Porac, Pampanga affects the residents' perception on their quality of life. The indicators that were used to examine the quality of life are community, employment, education and shelter. The things happening in the community was also discussed such as the tourists-residents interaction. The opinions of the residents about the tourism industry were discussed under the employment indicator. Indicator education was used to examine the knowledge and understanding of the residents about the tourism industry. Shelter is the physical environment where the residents reside. Qualitative method is used together with the researchers' observations, interview and the data were analysed using the thematic analysis. This study found out that tourism has positive effects like increase in job opportunities, and investors are coming in Pampanga. But of course if there are positive effects there are also negative effects. One of the negative effects that came out on this study is the conflict of interest between the private companies and the residents. Almost all of the residents in Barangay Pio are in favour of tourism development while many of the residents of Barangay Hacienda Dolores were not. This study concludes that the effects of tourism industry depends on the vicinity of the place to the tourism establishments.


Keywords: Tourism, Quality of Life, Shelter, Employment, Community, Education


Understanding Tacloban Residents’ Perception of Voluntourism, Post-Yolanda: A Grounded Theory


Marica Mae B.  Docena


May 2017


Abstract: Voluntourism or also known as Volunteer Tourism is an alternative tourism that involves tourists who travel not only for leisure in an organized manner. These tourists undertake holidays and involve themselves into aiding or alleviating poverty, restoring certain environments, and addressing the different issues of a host society or environment. This study uses a grounded theory approach to identify how Tacloban residents understand Voluntourism, three years after Typhoon Haiyan. The study is significant as a grounded theory that highlights the connectivity between the residents the government, and the voluntourists. Furthermore, the study recognized the importance of delving into the insights of the residents who are exposed to such type of tourism. The significance of this study is threefold. First, it contributes to the body of grounded theory focused tourism studies. Second, it contributes to the literature related to voluntourism and the residents of a host community understood it. Third, the study brought to light the lived experiences of Tacloban residents and the relationships with the voluntourists. In particular, the captured lived experiences of the residents explained the quality in terms of wider social processes and their consequences.


A Comparative Study of Tourism Satisfaction Between DOT Accredited and Non-Accredited Agritourism Farms

Katrina F. Dumangas

Madelyn C. Gamido


May 2017


Abstract: Agritourism in the Philippines is at its infancy, wherein its numerous potentials are being identified and slowly realized. Steps are being taken in its development including the inception of its accreditation by the DOT. In this study, the researchers intend to determine how satisfied tourists are in both accredited and non-accredited agritourism sites. It also incorporates the identification of the destination attributes of the farms, tourist satisfaction in each attribute, and its correlation to the overall satisfaction. The study implements a quantitative research design and measures satisfaction through a 4-point Likert Scale. 10 farms, half of which are accredited and another half non-accredited, were randomly picked and 10 respondents from each of these, totaling to 100 respondents, were gathered using survey questionnaires. The findings were able to tell the profile of practicing agritourists in the country which are mostly Filipino, female, single, college graduates, and are currently employed. Satisfaction of the tourists in each of the attributes and overall satisfaction are generally positive with mean scores lying in between satisfied and very satisfied. Correlation of these attributes to the overall satisfaction was also determined and with this some points of improvements were identified in aspects such as cellular and internet connection, souvenir shops/products, and parking facilities. Ultimately, it is discovered that there is no difference between the tourist satisfaction in an accredited farm and a  non-accredited farm. Recommendations were identified by the researchers for the farmer-owners and improvement of their farms and for further studies regarding the concepts.


Keywords: Agritourism, Agritourists, Destination attributes, DOT accreditation, Farm tourism, Tourist satisfaction


Tents and Bonfires: An Analysis on the Dimensions and Attributes of Camping Experiences in Anawangin Cove in Zambales


Ainslet Laverne G. Flores

Angelica Paula S. Lapena


May 2017


Abstract: The study explores the relationship between campsite attributes in creating memorable tourism experiences. Currently, camping tourism has received minimal attention in the tourism literature both in the local and international scale. Qualitative methods such as personal interviews and focus groups discussions both on-site and off-site Anawangin Cove through convenience sampling and purposive sampling respectively, were employed to gain a holistic view of camping experiences. The main attributes that greatly contribute to the creation of memorable experiences are: the activities, courtesy of staff, safety and security in the campsite, and the quality of the beach. The study was also able to provide a working definition of camping in the Philippines as perceived by the campers and identify its link to tourism. Four additional dimensions limited to the millenial generation were discovered: aesthetics appreciation, momentous interactions, social media expression and impressions, and spontaneity and adventure. As one of the pioneer studies in camping tourism in the Philippines, the  implications of the study both in policy and practice were also discussed.


Keywords: Camping, Camping Tourism, Camping Experiences, Memorable Tourism Experiences


A Correlational Analysis of Personality with Travel Personality and Travel Destination Preference among U.P. Diliman Students


Hanna Mae L. Garcia

Apple A. Gonzales


May 2017


Abstract: The competition in the tourism industry has been growing through the years and knowing the target market's wants, spending patterns, and decision-making, will serve as a competitive advantage to any tourism product. However, most of the researches done by professionals focused on the profit maximization or the marketing aspect of tourism, not taking into consideration that the social perspective, which deals with personality and preferences, is relevant since this analyzes the patterns of thought, emotion, and behavior (Funder, 2001).

This study dealt on knowing (1) The relationship between tourist's personality and his/her perceived travel personality; (2) The relationship between tourist's travel personality and his/her travel destination preference; (3) The relationship between tourist's personality and his/her travel destination preference; and (4) The underlying factors that are linked to personality traits. Quantitative method was used to analyze the data gathered and convenience sampling was utilized to choose the respondents from the undergraduate students of the University of the Philippines Diliman. Participants were asked to accomplish a survey that would assess their personality traits, travel personalities, and travel destination preferences.

Four statistical methods were employed to examine the information from the respondents. Cronbach analysis examined the reliability of the personality model used which was the Big Five. Second statistical treatment was the factor analysis which was used to know the underlying factors that are linked to personality traits. The third method, which was the line graph, provided a visual representation on the relationship of the paired variables. Lastly, correlation analysis was done to confirm the level of relationship of each paired variable.

Though the knowledge on the personality traits of the target market and these relationships, professionals may know and understand the perceptions of the market more thus, they may be able to formulate the best techniques to encourage and persuade the market focus to purchase the tourism product and to convince them to visit the tourist destinations, specifically in the Philippines.


Keywords: personality, travel destination preference, travel personality

An Analysis of the Common ASEAN Tourism Curriculum and its Implications on Philippine tourism and Hospitality Programs


Patricia Danielle I. Laritrit


May 2017


Abstract: The ASEAN Community (more commonly known as the ASEAN Integration) is expected to produce widespread changes in its member-states. These changes comprise the political, socio-cultural, and the socio-economic. Because of this, several measures will be taken to ensure the quality of workers that will be crossing country borders. Thus was the development of the Mutual Recognition Arrangements (MRAs). The MRAs comprise different professional fields, the most recent on being tourism and hospitality. A matrix has been developed in order to assess and certify tourism and hospitality professionals deemed qualified and competent to work in their chosen fields, both locally and regionally. One of the measures created to align to the qualifications matrix is the Common ASEAN Tourism Curriculum (CATC), a comprehensive and competency-based approached to tourism and hospitality education.

In the Philippines, tourism and hospitality education is primarily at the tertiary level. This study critically assessed the CATC and its most prominent implications on the Philippine Tourism and hospitality education sector. Qualitative research using semi-structured interviews with key persons involved in the CATC were conducted in order to achieve this objective. The results showed while there are still no existing policies or mandates to fully enforce the CATC in every institution, some schools may adopt it into their programs. While the respondents believed that the CATC would produce more competent professionals, many factors still have to be considered that there are out of the scope of this study. Limitations of the study are having only one perspective towards the CATC, since the respondents are directly involved with the rolling-out  of  the  CATC, since the  respondents directly involved with the rolling-out of the  CATC. Further fields of research are then discussed towards the end.


The Domestic Tourists’ Perception and Emotion towards Selected Budget Hotels in Quezon City


Tamara Francesca Macapagal


May 2017


Abstract: There are many types of accommodations that are suited to different types of tourists. One of them is called a budget hotel. Budget hotels are for tourists who desire rooms at cheaper rates. This study is about the domestic students’ perception and emotion towards budget hotels. Specifically, the study aimed to know more about budget hotels in Quezon City by exploring the current and overall image of selected budget hotels through the study of domestic tourists’ emotion and perception, which are factors that affect consumer behaviour or purchasing decisions.

Three budget hotels were selected, namely, Mariposa, Astrotel and Eurotel. The facilities and services of the selected hotels were identified and investigated through secondary data research. To determine which of the budget hotel’s characteristics affected the domestic tourists’ perception and emotion, personal interviews and a quasi-experiment research was undertaken. Selected domestic tourists where exposed to a series of pictures that contains the selected budget hotel’ images of façade, aesthetics, brand, and other promotional materials. Using the respondents’ reactions and explanations, the study revealed that people who travel on their own have a much more positive image towards budget hotels while people who travel with families are more particular of their choice of accommodation.  What mostly affected the respondents’ decisions or perception is the façade of the budget hotel buildings, the number of services and amenities, and the promotional materials. Budget hotels are encouraged to improve these identified features to create a better perception and emotion among potential domestic tourists.


Keywords: domestic tourists’ perception, domestic tourists’ emotion, budget hotels, Quezon City budget hotels


The Gay Sex Tourist of Cubao, Philippines: A Qualitative Study of the Tourist Experience in Relation to Freedom and Development


Andrea Lou Hindap Magnaye


May 2017


Abstract: Gay sex tourism is a phenomenon wherein gay men travel to experience sexual encounters with other people. Based on previous studies on this area, this form of tourism and recreational activity exists in the Philippines. Yet it is found out that there are limited studies conducted on this subject, based on a survey of the literatures available in the University of the Philippines system libraries and online databases. The study will contribute to addressing the research gap studies concerning gay sex tourism in the Philippines, particularly, in the Cubao, Quezon City. This qualitative study explores gay men's sex tourism and recreational experiences in Cubao district, with emphasis on their freedoms and unfreedoms. The study has validated Cubao district as an established sex tourism destination for gay men. It is a popular venue for experiencing sexual encounters among gay men. In the process of experiencing sexual encounters, the respondents have engaged in tourism and recreational activities in malls, bars, massage parlors, bathhouses, and cinema houses. The study further revealed that the respondents did not experience the freedom that constitutes development when they visit Cubao. The freedoms that the respondents expressed can be considered “false” or temporary freedoms because these only exist when they step foot in the Cubao district. The freedoms they experience are left in Cubao, so that they can be experienced and enjoyed again when they return.


Keywords: sex tourism, gay sex tourism, gay sex tourist, freedom, development

The Assessment of the Tour Boat Operators' Practices in the Dolphin Watching Activity: The Case of Panglao, Bohol


Monica Louise Y. Manalansan


May 2017


Abstract: The study is an assessment of the tour boat operators' practices and the level of their compliance in Bohol, Philippines. To collect data for the study, participant observation and interview were used to gather data as basis for the assessment of the tour boat operators' practices and their level of compliance when engaging in the dolphin watching activity in Panglao, Bohol.

Based on the research findings on the tour boat operators' practices, there is no compliance from the tour boat operators in Panglao, Bohol when engaging in the dolphin watching activity. It was also was evident that there is a lack of mechanisms to facilitate implementation and monitoring of the dolphin watching activities in the area.


Keywords: Bohol, dolphin watching, tour boar operators, level of compliance


Impacts of Tourism in a Mountain Destination: Perceptions of Residents and Tourists of Mount Maculot, Cuenca, Batangas


Author: Sarah A. Mendrique


May 2017

Abstract: Mt. Maculot is one of the few remaining forests of the Philippines. It is one of the most popular mountaineering destinations located in Batangas. This study focuses on identifying the tourist motivation to visit Mount Maculot in Cuenca, Batangas and the resident and tourist perception of the impacts of tourism in the mountain using both quantitative and qualitative research methods. Participant observation provided a historical narrative of the researchers’ tourism experience at Mount Maculot. In addition, a survey was conducted to residents of Barangay Pinagkaisahan, one of the two jump-off points of the mountain, and the tourists who have climbed Mount Maculot in the past. The study revealed that both tourists and residents perceive the mountain tourism activity in Mount Maculot as positively impacting in terms of economic, cultural, and environmental aspects; however, considering the factors of sustainability, the tourism in the area failed to meet the economic requirements of sustainability.


Keywords: sustainability, Mount Maculot, economic, cultural, environmental, tourists’ motivation

A Comparative Study on the Travel Decision-Making of Households with University of the Philippines Diliman Students Before and After the Academic Calendar Shift


Noevie Ann G.  Miranda and Jomar B. Ochoa


May 2017


Abstract: This study describes the effects of the implementation of the new academic calendar in the University of the Philippines (UP) on travel the travel decision-making process (TDMP) and travel decisions outcomes (TDO) among households with UP students. The researchers interviewed households with UP students affected by the academic calendar shift. To determine the effect, the TDMP was first examined. The TDMP began with motivation, followed by decision-making and planning before a final decision is made. The attributes of travel decisions were then documented.

Comparisons were made between TDMP and TDO before the shift and after the shift. Based on these comparisons, it was discovered that time and budget were the most important considerations when making travel decisions that needed to be considered before traveling. After the academic calendar shift, time was highly prioritized. The change on the priority of factors led to a change in family travel behavior; travel frequency decreased but travel duration increased.


Keywords: Philippines, family travel, academic calendar shift, travel decision-making process, travel decision outcome

Perception of Scuba Divers on the Environmental Sustainability of the Scuba Dving Tourism Industry in Mabini, Batangas


Ginarra-Ann R. Otacan


May 2017


Abstract: This thesis primarily aimed to determine perception of scuba divers on the scuba diving tourism industry in Mabini, Batangas and whether they viewed the industry as environmentally sustainable. The framework used in the study was the Pressure-State-Response (PSR) indicator system developed by the Organization for Economic Cooperation and Development (OECD) in order to identify the environmental sustainability of the scuba diving industry in Mabini, Batangas. The data, which were gathered by administering survey questionnaires to one hundred twenty (120) certified scuba divers with previous diving experience in the study site, contained 24 statements related to the scuba diving tourism industry in Mabini. These statements were patterned after various studies on sustainable tourism. The data obtained were analyzed using Confirmatory Factory Analysis. The results of the study showed that scuba divers did not view the scuba diving tourism industry in Mabini, Batangas as environmentally sustainable.


Keywords: scuba diving, environmental sustainability, perception

The Effect of Alab Pilipinas' Inclusion in the ASEAN Basketball League (ABL) to Sports Tourism in the Philippines Based on their Home Games


Miguel Antonio R. Reyes


May 2017


Abstract: This research aims to determine the impact on sports tourism of Alab Pilipinas' inclusion in the ASEAN Basketball League (ABL). With Alab Pilipinas as the new team representing the Philippines, it managed to create new ways to make the league more popular through its different marketing efforts, programs and tie-ups. The researcher was able to gather information through various interviews and his first-hand experiences during the duration of the league. Based on the data gathered, the researcher concluded that Alab Pilipinas' inclusion has helped increase awareness in sports tourism in the various venues of Alab Pilipinas' home games.


Keywords: Philippines, Sports Tourism, Basketball Tourism-related


Residents' Perception of Gay Tourism in Malate, Manila


Eugene A. Sugian


May 2017


Abstract: Residents' perceptions studies were used in examining the impacts of tourism in destinations. The social exchange theory (SET) has been used to explain the relationship between the impacts that hosts and residents receive and their perceptions. This research examined the residents' perceptions of the development of Malate, Manila as a gay tourism destination. This study focused on the residents' views on the gay tourists and the gay activities, which served as the attractions of the area. Data were collected from the two sets of Malate residents who have lived in the area for more than ten years. The first set of data were gathered from 13 residents back in 2010 while the second set were gathered from 13 residents in 2016. Data were collected using participant observation and face-to-face semi-structured interviews with key informants among the residents of Malate. The results of data analysis revealed that residents who benefited from tourism showed more positive perceptions of its development than those who did not benefit from it, as suggested by the SET. The negative perception for both the 2010 and 2016 respondents was the presence of crime in the area. The positive perception of the 2010 respondents were: fun and entertainment, livelihood, and growth. The 2016 still perceived Malate as fun/entertainment, and livelihood but decline had emerged in place of growth. The study also discussed the factors that contributed to the decline of Malate which were: the emergence of new technology, the problems associated with traffic and congestion, the shift of government policies and support, and the changing demographics of the gay market. Further research and discussion on the causes that contributed to Malate's decline could be added to future studies and the results of this research might help increase the knowledge and understanding about residents' perceptions toward tourism development and destination lifecycle.


Keywords: Malate, Gay tourist, Gay tourism, Resident perception, Social exchange theory, Destination lifecycle


Women's Empowerment through Tourism Participation: The Perceptions of Empowerment by the Women Employed by Tourism in Talisay, Batangas


Jessica Louise A. Sy


May 2017


Abstract: The Municipality of Talisay, Batangas is home to one of the Philippines' most notable attractions – the Taal Volcano. Its popularity has brought about an increased demand for tourism-related products and services which has provided the locals with employment opportunities, especially the women. This research aimed to answer the question of: do the women stakeholders of Talisay perceive empowerment through their involvement in the tourism industry? With the use of Regina Scheyven's Empowerment Framework, this research looked into the different factors that affected the women's feeling of empowerment and disempowerment in what the framework determined as empowerment's four (4) levels, namely: economic, psychological, social, and political. Data from the interviewed participants from the different identical stakeholders and a comparison with the related literature reviewed were used to further understand the topic. A total of nineteen respondents were interviewed and from the data gathered, the different factors that had an effect on their empowerment were identified, classified, and interpreted. The results show that the women tourism stakeholders in Talisay, Batangas do perceive women's empowerment through their involvement in the tourism industry. They mostly feel empowered economically, psychologically, and socially, but it is evident that their political empowerment is still lacking.


Keywords: women's empowerment, empowerment framework, tourism stakeholders, perceptions, Taal Volcano, Talisay, Batangas


Influence of Noraebang on Quezon City Residents' Perceived Destination Image of South Korea


Abigail Athena J. Valdez


May 2017


Abstract: This thesis analyzes the influence of noraebang to Filipino – specifically Quezon Ciity – residents' perceived destination image of South Korea and its relationship with the intention to visit South Korea in the future. With the growing number of Korean restaurants and the popularity of Korean pop music in the Philippines, Filipinos have easier and more ways to access to South Korean pop culture. A way to experience Korean pop music is through noraebang which offers K-pop songs and South Korean food. Furthermore, the South Korean government is implementing actions to encourage other Southeast Asian countries to visit their country. However, South Korean dramas are the most studied form of popular culture with few studies regarding other forms of South Korean pop culture in the Philippines. The results show that experiencing noraebang influences the destination image of Quezon City residents of South Korea as a tourism destination. The visit intention is highly dependent on what is shown in Koreanovelas specially the destinations and locations featured on the shows. Further research is recommended to study other forms of South Korean pop culture in order to fully utilize its elements to promote South Korea as a tourism destination.


Keywords: Philippines, Destination image, Visit intention, South Korean pop culture, Noraebang, South Korean Bang Culture, Pop-culture tourism


The Destination Image of Rizal Park Among Domestic Visitors


Mary Rose Diane V. Cariaga

Christine S. Santos


June 2017


Abstract: Destination image is an important issue to deal with in the context of tourism as the industry offers services that are intangible. The significant role that the images play affects the destination choice of visitors and it is necessary to be aware of the fact that it could also affect the development of strategies and their implementation with regards to a destination's promotion or branding.

While there are previous discussions pertaining to how Rizal Park is being viewed by many, there have been limited researches about its image as a tourist destination. Hence, the purpose of this study is to primarily provide and analysis on Rizal Park's destination image through the assessment of its Infrastructure, Atmosphere and Natural Amenity. This is accomplished with the aid of quantitative methods through looking at the perspectives of the local visitors as expressed in their responses in the survey questionnaires provided.

Results indicate that Infrastructure, Atmosphere, and Natural Amenity which are the highly regarded dimensions in evaluating the park's perceived image allowed the creation of an overall current destination image which was found as generally favorable. However, there is a notable issue on the park's safety perceived by the respondents which is necessary to be addressed. Based on the perceptions o the domestic visitors, Rizal Park's current image could either be maintained or enhanced to be able to contribute to more important aspects such as the marketing and promotions of the park as a tourist destination whether locally or internationally.


Keywords: destination image, destination, infrastructure, atmosphere, natural amenity, domestic visitors, perceptions

Perceived Impacts of Community-Based Tourism to the Residents' Material Well-Being Domain of Quality of Life: The Case of Bojo in Aloguinsan, Cebu


Patricia Anne Mae O. De Vera

Bernadette Joyce C. Santos


June 2017


Abstract: The objectives of the study are to determine the perceived economic, social, cultural, and environmental impacts of community-based tourism to the residents. It also aims to evaluate this satisfaction of the residents with their material well-being as a domain of quality of life, and the significance of the perceived economic impacts to the residents' satisfaction with their material well-being as a domain of quality of life. The study used a quantitative method of analysis wherein survey questionnaires were used to gather data from the residents of Bojo in Aloguinsan, Cebu. Correlation and Regression analysis were used to determine the relationship between the impacts and satisfaction with material well-being as a domain of quality of life. As the rating for perceived economic impact increases, their material well-being also increases. The increase in rating of the economic impact of community-based tourism has a positive effect in material well-being however, it was not found to be significant. It was also found in the study that the residents generally have positive perceptions about the impacts of community-based tourism. They also have a high satisfaction in terms of their material well-being as a domain of quality of life.


Keywords: community-based tourism, community, participation, QOL, quality, life, material well-being, ecotourism, impacts, perception, local, Bojo, Aloguinsan, Cebu, effects, satisfaction


Determinants of Tourists' Satisfaction in Las Casas Filipinas De Acuzar Heritage Resort, Bataan

Giezel Lee M. Gumahad

Kate Maya B. Saliva


June 2017


Abstract: Tourism is a dynamic industry and nowadays, tourists are shifting their interest that hence, paved way to the emergence of cultural heritage tourism. There is a need to explore cultural heritage tourism because aside from its growing niche market, it is composed of tangible and intangible components. Capturing both components of a destination is important to make cultural heritage tourism a performing type of tourism.

Broadly, this research study demonstrates that a destination's overall level of tourist satisfaction can be attributed to various factors which can be within or beyond the destination. It further points out that destination attributes are contributors of the overall tourist satisfaction but other factors beyond this should not be ignored and must also be taken into account and properly analyzed.

Majority of the tourists visiting Las Casas Filipinas de Acuzar were generally satisfied with their experiences and perceived it as a cultural heritage destination. Analysis of the researchers suggests that the latter is a result of an evolving culture wherein the culture of today differs from the past. This argument justifies the view of the respondents having Las Casas Filipinas de Acuzar as a cultural heritage site due to its old Spanish setting despite the heritage houses being only transferred from their original locations.

From gathered insights, it was validated that destination attributes contributed but other than that, there are other contributing factors. These included sense of place, destination image, place's convenience, emotion towards the place, and proud feeling of being a Filipino. Sense of place is characterized as the immediate feeling upon visiting the destination. From this, it can be said that it is not enough that a destination has its tangible assets but rather it's the intangible assets that make the experience from the destination much more appealing and satisfying to tourists. However, it must be taken into account that this study can be further extended to measure the degree of contribution of each factor to the overall level of satisfaction.


Keywords: Cultural Heritage Tourism, tourist profile, sense of place, destination image, emotions, proud feeling of being a Filipino, place's convenience, destination attributes


Influence of Facebook on Travel Planning of UP Diliman Students


Maria Angelica Maniquis and Pamela Iris Calderon


June 2017


Abstract: This thesis examines and analyzes the influences of social networking sites, specifically Facebook as a tool for travel planning of UP Diliman undergraduate students. The whole process for data gathering were done through extensive research and surveys for random students in different colleges and were evaluated using hypothesis testing – Spearman’s Rho. In addition, perceived ease of use, perceived usefulness and trustworthiness were identified and relationships of each were thoroughly studied. It was found that perceived ease of use has the strongest significance in utilizing travel-related content posted on Facebook. It concludes that UP Students agreed that Facebook is easy to use, useful and trustworthy in planning their trips. It was also found that trustworthiness and perceived usefulness have weak relationships to behavioral intention to use information. However, Facebook constantly improves the quality of service it provides by updating and releasing new features.  This study recommends further research by including other SNSs such as Twitter, Instagram and Tumblr. Furthermore, it is also suggested that a wider range of participants be included in future research.


Keywords: Facebook, Travel  Planning, Perceived  Ease of Use,  Percieved Usefulness, Trustworthiness, Behavioral Intention to  use  Information,  E-wom, Decision Making, Social Networking Sites

Traveling for a Cause: The Perceived Impacts of Voluntourism Activities to the Intrinsic Values of Filipino Voluntourists


Aspen Nicolle F. Masangcay

Peter Paul D. Vallejos


June 2017


Abstract: This study examined the perceived impacts on voluntourism to the intrinsic values of Filipino voluntourists who have participated in voluntourism activity in Typhoon Yolanda-affected areas specifically Samar or Leyte. It made use of a temporal conceptual framework of a voluntourism activity. A qualitative approach was used to gather data through semi-structured in-depth interviews and online qualitative questionnaires. Three themes emerged from the data gathered which are the role of voluntourism in providing 'cathartic experiences' to voluntourists, creating social awareness, and as a niche market in tourism. The result showed that voluntourism activities have developed voluntourists' intrinsic values which can be seen through observed personality traits and lifestyle changes like altruism, assertiveness, emotionality, liberalism, dutifulness, trust, cautiosness, depression, anxiety, adventurousness, and frugality. Voluntourists also gained social awareness, and willingness to commit to further voluntourism activities which validates voluntourism as a cyclical process of change. It has a niche market of tourists who value tourism and altruism. This study compared the perceived impacts of first-time voluntourists with repeat voluntourists. Moreover, it looked at the influence of different factors such as age, gender, project type, and length of stay to provide meaning to these perceived impacts.


Keywords: voluntourism, alternative tourism, intrinsic values, perceived impacts, post-voluntourism


Isang Pagsusuri sa Pag-unlad ng Turismo at Antas ng Partisipasyon ng mga residente ng Isla de Carabao, Romblon


Princes Joy Aronce Nunez

Shane Marielle Ostonal Pacano


June 2017


Abstract: Isa sa pinakamahahalagang sangkap ng isang yumayabong na turismo ay ang pakikilahok at partisipasyon ng mga residente sa mga gawaing panturismo, Ang partisipasyong it ng mga residente at maaring suriin sa pamamagitan ng modelo ng Ladder of Participation. Gamit ang kasalukuyang katayuna ng Isla de Carabao bilang isang umuusbong na destinasyong panturismo sa Pilipinas na sinasabing may uri ng turismong nakaugat sa komunidad (community-based tourism), pangunahing pinagtuunan ng pansin ng mga mananaliksik ang mga isyung may kinalaman sa pakikilahok o partisipasyon ng mga residente sa pagpaplano, paggawa ng desisyon, pagresolba ng mga isyu, at iba pang may kinalaman sa turismo ng kanilang isla. Ang nasabing modelo ang ay nagsilbi bilang pangunahing modelo na naging gabay sa pananaliksik kasama ang may kaugnay na panitikan o pag-aral patungkol sa pamamahala ng destinasyong panturismo (tourism destination management). Ipinakita ng pag-aaral na ito kung paano ginamit ang modelo sa pagtukoy ng antas ng partisipasyon ng mga residente ng Isla de Carabao. Isinagawa ang pananaliksik sa pamamagitan ng pagpapasagot ng sarbey sa may kabuuang 195 na residente ng dalawa sa limang mga barangay ng Isla de Carabao at sa pag-interbyu sa mga susing kapanayaan na binubuo ng mga nasa posisyon sa pamahalaan at mga residente. Sa loob ng limang araw na pananatili sa isla, natapos ng mga mananaliksik ang kanilang pangangalap ng datos at obserbasyon sa pamumuhay ng mga residente.

Malaki na ang iniunlad ng turismo ng Isla de Carabao sa paglipas ng panahon. Iba-ibang pasilidad na ang ipinapatayo at ilang mga negosyante na ang nais pumasok sa dito. Sa kahit anong destinasyong nagpapatupad ng turismong nakaugat sa komunidad ay malaking bahagi ang papel o tungkulin na ginagampanan ng mga residente. Ngunit napag-alaman sa pag-aaral na ito na ang mga proyekto, programa, at aktibidad sa Isla de Carabao ay nagmumula sa pamahalaan at ang mga residente ay bahagi lamang sa pagpapatupad nito bilang mga tauhan (top down approach). Sa madaling salita, ang antas partisipasyon ng mga residente sa Isla de Carabao ay nasa konsultasyon pa lamang. Bilang rekomendasyon, iminumungkahi ng mga mananaliksik na isama sa saklaw ng mga susunod pang pag-aaral ang tatlo pang natitirang barangay upang makakuha ng mas matibay na datos sapagkat mas mas marerepresenta nito ang buong populasyon sa isla.


Keywords: Hagdanan ng Partisipasyon, Pag-unlad na nakatuon sa tao, Turismo na nakaugat sa komunidad, antas ng partisipasyon, residente, komunidad, Isla de Carabao


Pink Peso: A Study on the Tourism Expenditures of Gay Tourists in White Beach, Puerto Galera


Ciara Marie Coeur G. Ombao

Zoe Alec M. Sanchez


June 2017


Abstract: This study aims to identify the spending behavior that characterizes the gay tourist market of Puerto Galera, Philippines. The respondents of this study are gay males who recently visited White Beach, Puerto Galera at least once. The study provides a brief description of the gay tourists in White Beach, how much they spend while on tour, and where they spend their money.

The findings of this study suggest that the gay tourist market of White Beach is a lucrative one, which validates the findings of previous studies on the gay tourist market. However, the diversity of the individual attributes of respondents suggests that the gay tourist market segment is not homogeneous and cannot be lumped into a category based solely on gender identity. The study recommends considering different individual attributes when attempting to describe the gay tourist market.


Conducting Tourism Research with Indigenous Cultural Communities: the Case of Buscalan, Kalinga


Jane Angela V. Marco and Ayumi L. Oquino


June 2017


Abstract: Indigenous Cultural Communities (ICC) have been a topic of research in the tourism because they are valuable stakeholders in a number of tourist destinations. In some cases, they are even considered as the primary attraction. However, prior to the process of gathering and analyzing their thoughts and opinions about tourism, it is imperative that researchers obtain informed consent before any research activity.

This paper will demonstrate the process of acquiring free prior and informed (FPIC) for tourism research purposes in the Philippines. The Indigenous People’s Right Act (IPRA) of 1997 is an Act that recognizes, protects, and promotes the rights of the ICC through the FPIC process. The project demonstrates the process of obtaining FPIC through the National Commission on Indigenous People (NCIP) in the context of a study on tourist and residents perceptions on tourism. In view of the IPRA, the FPIC allows researchers about ICCs to be made available for public use to encourage further studies that will benefit to the society.


Residents Place Image, Perceived Environmental Impacts, and Support for Food Tourism at Lilac Street, Marikina City


Kimberly V. Pagunaling

Inna Margarette M. Paredes


June 2017


Abstract: This paper focuses on resident place image, resident perception of tourism's environmental impacts and support for the food tourism idustry by residents of Barangay Concepcion Dos, Marikina City. Pearson Correlation analysis is used to analyze the relationship between two groups of the aforementioned variables: (1) resident place image and their perceptions of environmental impacts and (2) perceptions of environmental impacts and support for the tourism industry which also takes explanation from the theory of reasoned action (TRA). The results indicate the there is a weak positive correlation between residents' place image and perceived impacts of tourism on the environment. On the other hand, there was no correlation confirmed between residents' perceptions of environmental impacts and their support for the food tourism industry. The study results suggest that the most perceived positive environmental impacts include availability of leisure facilities and development of local infrastructure. The implications of the findings for tourism development are also discussed.


Keywords: environmental impacts of tourism, food tourism, place image, resident perceptions, support for tourism

A Study on the Perception of Residents on the Impacts of Food Festivals: The Case of Maginhawa Food Hub


Armand Conrad Bunag Pascual


June 2017


Abstract: Food Festivals are special events that take place in a specific area, with visitors wanting to try culinary “culture” of that specific place. Maginhawa is a bustling, emerging, and improving food tourism destination. It has been declared by the Quezon City Council as a tourism district and named the area as the Maginhawa Food Hub. Food festivals are held here at least once a year. These food festivals have impacts on residents and their perceptions. The study looked into the perceived socio-cultural, environmental, political, and economic impacts of Food Festivals in the Maginhawa Food Hub as well as the acceptance of resistance of the residents to a food festival of tourism-related activities in the area. Results showed that residents perceive positive impacts as mostly economic impacts. Problem such as traffic is significant and mostly perceived as the negative impact of food festivals.

It can be assumed in this study of Maginhawa Area, that the current impacts brought about by the past food festivals in Maginhawa will still have and effect to future food festivals in Maginhawa and to the Maginhawa community as perceived by the residents.

Proper planning and information dissemination are important for any event to be successful. Even more so for a food festival to be successful, stakeholders, most especially the host community, must be involved in the planning, organization, and implementation. Maginhawa Food Hub, now recognized by law as a food tourism destination, must be preserved. Therefore, laws must be provided for its sustainability as a destination.


Keywords: Maginhawa, Quezon City, Philippines, Events, Food Festivals, Food Tourism, Food Tourism Destination, Food Park, Food Hub, Resident Perception, Impacts, Perceived Impacts

Tourism Curriculum Development of Autonomous Higher Education Institutions (HEIs) in Metro Manila and the K to 12 Program


Jennifer B. Rucio


June 2017


Abstract: When the K to 12 program was implemented in 2012, it created a major shift in the lower level of education and an overlap in curriculum with higher education. To understand the current situation faced by the higher education institutions (HEIs), the study analyzed the current tourism curriculum revision of autonomous HEIs in Metro Manila in terms of the external and internal factors influencing the said development. A semi-structured interview was conducted with key personnel from autonomous institutions. Based on a model of curriculum development, qualitative content analysis was conducted. Related literature and secondary documents gathered through desk research were consulted further for triangulation and comparison. The study showed that among the external influences, the tourism industry and government were still influential forces in the development of the curriculum, with the industry having a direct involvement through consultation for competency standards and the tourism curricula. It also became evident that an economic perspective of tourism persisted, accompanied by the preoccupation for measurable outcomes in the curricula through competencies and through employability in the industry. The research showed that essentially, even with the K to 12 program, existing curriculum arrangement remains, with tourism “housed” under business, management and hospitality. Whether the tourism curricula of the autonomous institutions would move beyond the economic and commercial orientation to provide a liberal and vocational balance, would be subject to the final curriculum plans of the HEIs and the final policies, standards, and guidelines of the government.


Keywords: Curriculum revision, K to 12 program, autonomous institutions, policies, standards and guidelines, liberal and vocational balance


Buying Behavior of Tourists Towards Local Food in Pampanga


Bea Marie Joyce G. Arias

Juneshaira J. Furuta


December 2017


Abstract: In the tourism industry, addressing the consumers' needs and wants are essential, and studying about consumer behavior would aid in providing an effectual way to target and determine the real needs and wants of the potential consumer. This research explores the factors that affects the buying behavior of Filipino tourists when it comes to local food in Pampanga. The study was conducted in Angeles, one of the most visited cities in the province of Pampanga. Predictors from the Theory of Planned Behavior (Subjective norm, Perceived Behavioral Control and Attitude) were examined along with the food-related personality trait, Food Neophobia, which served not only as a moderating variable but also as a predictor to assess its influence on the purchase intention of the tourists, The study utilized a quantitative method, enabling the researchers to understand the rends, attitudes, and opinions of respondents through convenience sampling given that time and budget are limited. A pilot survey was conducted to validate the questions that will be used for the major survey. For the method of analysis of the data gathered, Pearson's correlation coefficient was utilized to measure the relationship between the three predictors (Subjective norm, Perceived Behavioral Control and Attitude) and the outcome variable (purchase intention), and if food neophobia has a significant effect on the buying behavior of tourists. Results indicated that all predictors included in the Theory of Planned Behavior affects the buying behavior of tourists, although its degree differs from one another. Moreover, food neophobia as a predictor also has an impact on purchase intention, but not as a moderating variable. It is essential for marketers to study about consumer behavior, because it would help in improving food offers and food services which would lead to economic gain. This research helped gain a better understanding of food choice from a tourist's standpoint, and has contributed to literature regarding food tourism through its practical examination of consumer buying behavior towards local food.


Keywords: consumer behavior, buying behavior, local food, predictor, moderating variable, food neophobia, personality trait, purchase intention


A Study on Visitor's Perception and Marketing Channels: The Case of Minalungao National Park, Nueva Ecija


Hannah Karle P. Balondo

Karina Janine R. Crisostomo


December 2017


Abstract: Tourism is one of the fastest growing industries today. People have become more interested in traveling in far away to participate in destinations that have wonderful attractions and activities tourists find interesting. Destinations as a whole can offer various social and economic benefits for destinations; therefore destination managers can and should engage in having good facilitated destinations that could bring effective results in tourism.

It has been known that every destination needs to adapt long-term strategic approaches to tourism, know the concepts of planning and development in order to realize and more importantly acquire the full tourism potential of a destination. This study was created as an evaluation of the marketing aspect of tourism development and management to identify the marketing channels that the destination needs to have in order for visitors to be aware of the existing destination which in this case is the Minalungao National Park. Also, it is important to evaluate the perceptions of the visitors in order for the destination to know its current image and appearance. With this study, further improvement can be taken into account to maximize the full potential of the destination. Models and theories are also shown in this study to further nurture information and intelligence on managing and marketing a destination. It serves as a guide in handling a destination for its further development.


Integrating the Tourism Industry into Palompon's Disaster Recovery Management Plan


Regine Marie S. Cumla


December 2017


Abstract: The tourism industry is considered to be among the main socio-economic drivers in the Philippines. However, the industry and its component sectors remain vulnerable to the frequent occurrence of disasters. There is limited literature on the integration of the tourism industry in the country's disaster risk reduction and management system, such as in the disaster recovery phase. Therefore, this study assesses the level of integration  of the tourism industry in the Philippines' local disaster recover management plans, specifically in Palompon, Leyte. A qualitative, case study approach is used and data gathered and analyzed through gap analysis. The study found that the tourism industry is not fully integrated in the disaster recovery phase of the municipal DRRM plan. There is a lack of disaster recovery assistance specifically catering to the needs of the local industries which include the tourism industry. This thesis concludes that the municipality can improve its industry's disaster recover management system if the gaps presented in the study will be addressed. The research recommends tourism specific disaster recovery actions for Palompon, Leyte which may be incorporated in its municipal disaster recovery plan to address the specific DRRM needs of the local tourism industry.


Keywords: DRRM, Disaster Recover, Tourism Disaster Recovery Management


An Exploratory Study on Perception of Filipino Millennials on Wellness Tourism


Maria Victoria Jimenez De Guzman


December 2017


Abstract: Wellness tourism has been one of the top emerging special interest tourism around the globe (Csirmaz & Peto, 2015). While others claim that it was a re-emerging kind of tourism since people that travels to rejuvenate and improve their health could be traced way back the ancient civilization (Hritz, Sidman & D' Abundo, 2014; Kevan 1993). Recent years have shown that the stresses and pressure for the daily lives of people became a strong motivator for them to engage in wellness tourism thus the industry attracts more market and grows faster (Moscardo & Beckendroff, 2010; Valentine & Powers, 2013; Nalobina, 2015). In the 1990s, wellness tourism's primary market was the baby boomers as they were much conscious when it comes to health and wellness (Nalobina, 2015) but as the baby boomers got older, wellness tourism establishments needs to direct their marketing effort to the next generation which was the millenials. With the millenials as the fututre market of wellness tourism, this research aimed to gauge the general perception of Filipino millenials on wellness tourism. This research also looked at the travel behavior and preferences of the Filipino millenials together with their demographic profile. The awareness and the knowledge of the participants were first assessed before coming up with their general perception regarding the special interest tourism. The results of the research showed that Filipino millenials were engaged in tourism having several travels for the past year. In the subject of wellness tourism, results yielded that most of the respondents were not familiar with the concept of wellness tourism. They associate wellness tourism to 'holistic health' and 'spas' among others but with a great uncertainty of what it really was.


Films as Travel Motivators: A Study on the Independent Film, “I'm Drunk I Love You” Featuring La Union


Flora Roxanne Sa. Portus

Mary Pauline B. San Buenaventura


December 2017


Abstract: Film Tourism has gained increasing recognition among different tourist destinations in different countries. In turn, this study explores of independent films as travel motivators in the Philippines. The film I'm Drunk I Love You (2017) featuring La Union was chosen as this had garnered popularity and had presented general positive reviews. This aims to answer the impacts of featuring destinations in films on its viewers as potential tourists through both quantitative and qualitative means. The study used an online questionnaire for those who have watched the film and a structured interview with the director of the film as support information. Results showed that there is motivation to travel and motivation to travel in particular to La Union after watching the film. Different factors were at play with desire to travel, film location and cinematography were discovered as main motivators while cinematography and music along with 4 other variables would motivate people to travel to La Union in particular. It was also revealed that viewers' have a generally neutral image of La Union and their image were limited only in what was shown in the film as it did not primarily changed the destination and featured it as it is. It was also known according to the director that the film had caused an increase in La Union visitors especially with the hotel that was used by the characters. It is important to recognize the film as a motivating tool for potential tourists and as an image builder in marketing destinations in the Philippines.


Keywords: film tourism, film induced tourism, film, image, motivation


Ecotourism as Perceived by the Ecotour Operator and Participants: A Case Study on Bambike Ecotours


Ma. Gladys Nicole S. Daque


January 2018


Abstract: With the increasing number of travelers all over the world, destinations are facing adverse effects of tourism. Ecotourism as a form of sustainable tourism was seen as an appropriate solution to save the environment from being destroyed and further damaged by the inappropriate behavior of tourists as well as ecotour operators. It is an initiative and provide equal benefits for its stakeholders through ecotourism's sustainability efforts. The increase in awareness of ecotourism on tourists has increased the demand for ecotourism activities and services. However, limited research has been undertaken with regards to the perception towards ecotourism of tourists and ecotour operators. Using the case of Bambike Ecotours, this study aims to determine the perceptions towards ecotourism of the consumers of Bambike tours and its tour operator and explore the ecotourism practices of the company. Utilizing a mixed of qualitative and quantitative research methods, the study found out that the ecotour operator's perception on ecotourism is normative while the tour participants' perception were different from those presented in tourism literature. Research findings revealed that the ecotour operator may not be considered as an operator due to the absence of the important practices of ecotourism.


Keywords: Ecotourism, Perception, Ecotourism practices, Bambike Ecotours


Perception of the Aeta Community on the Development of Indigenous Tourism in Botolan, Zambales


Mario Andrefanio Perez Santos II


January 2018


Abstract: The Aeta of Mount Pinatubo are among the oldest indigenous populations in the Philippines. The volcano's eruption in 1991 forced the Aeta to abandon their ancestral domains which resulted in an economic and cultural crisis. Since then, the Aeta have relied on welfare and aid from the government and the private sector in reassembling their livelihood. Previous literature has explored tourism, specifically indigenous tourism, as a tool in empowering indigenous communities. Its goal is to build a self-reliant community through the establishment of culturally sustainable tourism enterprises. The research studied the perceptions of the Aeta of Mount Pinatubo in Botolan, Zambales on the development of indigenous tourism as an alternative opportunity for the community to grow economically and culturally. The study examined the state of tourism development in Botolan, Zambales from the perspective of the Aeta indigenous tourism. The qualitative study employed personal and group interviews with Aeta community leaders in Botolan, Zambales. Deductive analysis was used to interpret the data gathered. These were coded to identify trends and themes in the Aeta community's perceptions, emotions, and opinions. The researcher uncovered factors affecting the Aeta Communuty's perception on the development of indigenous tourism in Mt. Pinatubo, namely, capital, dependency, education, and culture.