research study about tourism in the philippines

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International tourism has become an important industry in many developing countries. Fully aware of the potential contributions of an expanding tourism industry to economic growth and development, the Philippines embarked on an intensified tourism development. The economic benefits of the tourism industry have been generally measured in terms of tourist arrivals and foreign exchange generated by the industry. These measurements provide only a partial picture of the total economic effects of tourism. The study on the impact of international tourism on the Philippine economy has been conceived in order to reveal the interrelationships of the tourism sector with various production sectors of the economy and assess its direct, indirect and induced effects. The study drew heavily upon input-output analysis as a tool to ascertain whatever benefits there are to be derived out of an expanded tourism industry.

The measurement of the contribution of tourism to the Philippine economy is most difficult because of the unique nature of the industry and the inherent limitations present in the national data bases. However, the study was able to present an assessment of the substantial contribution of international tourism to the Philippine economy which could serve as guide to government planners in formulating policies and programs beneficial not only to the tourism industry but for the entire Philippine economy.

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Roles of rural tourism in the improvement of community livelihoods in Masbate Province, the Philippines

J B Asilum 1,2 , R P Shrestha 2 , T W Tsusaka 2 and N Sasaki 2

Published under licence by IOP Publishing Ltd IOP Conference Series: Earth and Environmental Science , Volume 1359 , Frontier in Sustainable Agromaritime and Environmental Development Conference 14/12/2023 - 15/12/2023 Bogor, Indonesia Citation J B Asilum et al 2024 IOP Conf. Ser.: Earth Environ. Sci. 1359 012070 DOI 10.1088/1755-1315/1359/1/012070

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1 School of Urban and Regional Planning, University of the Philippines Diliman, Quezon City 1101, Metro Manila, Philippines

2 Department of Development and Sustainability, School of Environment, Resources and Development, Asian Institute of Technology, Khlong Luang, Pathum Thani 12120, Thailand

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The development of rural communities often involves the use of rural tourism, which has been extensively studied for its impacts on community livelihoods. However, little attention has been given to its effects in the context of the Philippines, where beach tourism is dominant, despite that rural tourism is emerging in marginalized rural areas. This study used the sustainable livelihoods framework to assess the effects of rural tourism on the livelihoods of the community in the Luacan Agricultural Landscape, Masbate Province. By analyzing the treatment effects on two samples: a control sample and a tourism sample (representing those who earn from rural tourism), the study found that rural tourism only helped the community in having more savings. In order to ensure sustainable outcomes in the community, it is highly recommended that policies be implemented to rationalize the management and development of rural tourism efforts.

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Tourism Studies in the Province of Batangas, Philippines: A Literature Review

This article aims to review the published researches in Tourism related studies of Lyceum of the Philippines University-Batangas from various journals to provide basic information on the findings of the previously conducted researches from different parts of the province. The most studied part of Batangas is the Heritage Town of Taal followed by San Juan. Most studies conducted within Batangas City are about establishing business enterprises. Only one research paper conducted and published among the festivals being celebrated in the province which is the Tinapay Festival of Cuenca. Each municipality must have a concrete tourism development plan in order to support the tourism program of the Province of Batangas. In this context, future studies may concentrate on various features of festivals to preserve the culture and values imbibed from these festivities.

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Asia Pacific Journal of Education, Arts and Sciences

Asia Pacific Journal of Education Perspective

This study was conducted to assess the Tinapay (bread) Festival in Cuenca, Batangas. Specifically, this research determined the development strategies of community-based tourism in terms of planning, organizing, directing, and controlling; evaluated the effects of development of community-based tourism Tinapay Festival in Cuenca; proposed an action plan in promoting tourism in Cuenca. The study used descriptive method with the survey questionnaire as data gathering instrument which was administered among 100 respondents. The results of the study revealed that the respondents agreed that in order to achieve the success of the Tinapay Festival, there must be careful planning, organizing, directing and controlling. Most of the respondents are 60 government officials and 40 locales who agreed that the community involved and the committee in charge proved their incomparable teamwork which made the Tinapay Festival successful. They developed great teamwork through fair distribution of task resulting to respect and trust of the residents.

This study determined the cultural and economic benefits of conducting festivals on the cities and municipalities of Batangas Province, Philippines. Descriptive type of research was utilized in the study. The respondents are the 250 local residents based in ten cities and municipalities forming the top 10 Batangas Festivals. Results showed that the community respondents strongly agreed that festival helps in the preservation of local culture and traditions. For those who belong in the high and average class, they have a more positive response compared to those in the lower class. Festivals can help recreate the image of the town to get on the tourism map where it helps the tourism industry of the specific area like Batangas by extending the tourism season. Every development happens in the province gives them the opportunity for life improvement. Festivals provide identity to the people that nourish the Filipino culture and strengthen the economic benefits through hard work and perseverance of the Batanguenos to be known their festivals worldwide.

Lyceum of the Philippines University Batangas

Romer C . Castillo

This study determines and analyzes the socio-cultural aspects of heritage tourism that attracts tourists and travelers to visit Taal Heritage Town in Batangas, Philippines. It is a descriptive-survey type of research participated by 346 Taal visitors. The respondents assessed and expressed their agreement or disagreement on each statement presented regarding Taal’s identity or distinctiveness, traditions and festivities, and its people’s traits or characteristics. The gathered data were statistically analyzed using the SPSS. Results show that tourists and travelers visit Taal Heritage Town because it is known for Barong Tagalog (national costume of male Filipinos) and gowns with burdang Taal (embroidery), well-preserved ancestral houses and historical sites, balisong knives, and the Basilica of St. Martin of Tours, along with food products and delicacies like tapa, longanisa, empanada, tawilis and panutsa that can be bought in the place. Further, visitors like Taal because of its exceptional traditions and festivities such as Mutya ng Taal, El Pasubat Festival, devotion to Our Lady of Caysasay, recitation of luwa (chant) to honour the Virgin Mary and the saints, and water fetching and drinking from the miraculous Well of Sta. Lucia; and also because Taaleños are kind and hospitable, responsive and cooperative, humble but proud of their part in Philippine history, and with good oral communication skills, aside from being predominantly devoted Catholics Christians. Typical visitors to Taal Heritage Town are male and female Filipino young adults who had at least high school education and had visited Taal more than once or twice. Tests of differences further reveal that the older the visitors, the more they are attracted to visit the town and to appreciate its heritage tourism; females like or appreciate Taal’s traditions and festivities more than the males do; high school graduates like or appreciate the distinctiveness of Taal less than those who had higher, and even those who had lower, level of educational attainment; Filipinos like or appreciate Taal’s traditions and festivities more than foreigners do while foreigners like or appreciate Taaleños traits or characteristics more than fellow Filipinos do; and the higher the frequency of visits to Taal, the more they like or appreciate the town. It is recommended that the town and people of Taal should continue to preserve their heritage sites and houses, produce unique products, practice exceptional traditions and festivities, and exhibit good traits or characteristics to attract more tourists and travelers of the present and succeeding generations; to make more efforts to promote Taal heritage tourism to different age groups, especially to old age or senior citizens, and to different nationalities; and to give more emphasis on information dissemination regarding Taal’s traditions and festivities for such to be understood and more appreciated by tourists and travelers, especially by males and foreigners.

Norie Palma

Asia Pacific Journal of Education, Arts & Sciences

This study aimed to determine the sociocultural effects of festivals in the province of Batangas as part of the cultural tourism industry. Specifically, it described the profile of the respondents in terms of age, gender, civil status, religion, income educational attainment; assess the perceived socio-cultural and economic effects of festivals in the province of Batangas; to test the significant difference between perceived socio-cultural and economic effects when grouped according to their profile variables; and to propose a plan of action to enhance and promote the cultural tourism industry of Batangas Province. Majority of the residents were 60 years and above, female, married and Roman Catholic with monthly income of 5,001 – 9,999.99 and elementary graduate. The respondents strongly agreed that one of the socio cultural effects of festivals is it provide unity in the community and in terms of economic effects, hosting a festival is expensive. A plan of action was proposed to enhance and promote the cultural tourism industry of Batangas Province.

Alex Ylagan

This study entitled aimed to promote Calatagan as a tourist destination in Batangas. Descriptive type of research was utilized in the study. Results showed that Lago de Oro is the most frequently visited over the other attractions. The common problem encountered by the Tourism Industry in Calatagan is lack of promotion. Among the social benefits brought by tourism in Calatagan they strongly agreed on promoting of peace and order situation. Among the economic benefits they strongly agree on employment opportunities. Tourism means more jobs for the people and improvement of their standard of living. All programs are implemented and the government knows how to develop more of their place.

Jamie Espina

Asia Pacific Journal of Multidisciplinary Research

Research and Statistics Center

Church tourism has clearly increased over the past ten years. Churches are an important part of the tourism product of many parts of the country. This study aimed to determine the contribution of the churches in terms of social, cultural and economic aspects of the place, to identify the problems encountered in the promoting church tourism and propose plan of action to sustain the tourism of the Province of Batangas through churches. The researchers used the descriptive method of research and utilized self-made questionnaire as the main data gathering instrument of the study. The respondents were consisting of 5 people in the offices of the pilgrim churches from Batangas City and 10 churchgoers. The respondents agree that pilgrim churches contribute to tourism in terms of social and economics aspect while they strongly agree in term of cultural aspect. The most commonly experienced problems were the accessibility of the transportation and an action plan was proposed to address the problems encountered. The recommendation addressed that roving guards should be provided to ensure the safety and security of the tourists during their visit in the church. The church personnel may provide creative and command activities that will encourage people. Also they may have a briefing about the history of the church so that if visitor needs information it easy for them to answer and an action plan may be implemented to solve the problem encountered.

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Tourism in the Philippines Through the Gaze of Communities, Hosts and Guests

• First Online: 07 October 2022

Cite this chapter

• Richard S. Aquino 5 &
• Brooke A. Porter 6 , 7  

Part of the book series: Perspectives on Asian Tourism ((PAT))

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This introductory chapter presents an overview of Filipino culture and tourism in the contemporary Filipino society. This chapter situates the diversity of Filipino culture, complexity of the Filipino society, and the role of tourism in host communities in the Philippines. The chapter presents the theming of the edited book, mainly drawn from the concepts of the host gaze, tourist gaze, and researcher’s gaze. Related studies about tourism and tourists in the Philippines are presented as the parts of the book are introduced. The chapter ends by outlining the contents of the book.

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Aquino, R.S., Porter, B.A. (2022). Tourism in the Philippines Through the Gaze of Communities, Hosts and Guests. In: Aquino, R.S., Porter, B.A. (eds) Tourism in the Philippines. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-19-4013-2_1

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Q1-2024 sees 16 million Filipinos employed in the tourism sector

The figure reflects both direct and indirect employment in the industry.

The Philippine Department of Tourism (DOT) states that more than 16 million Filipinos now work in the tourism industry as of the end of the first quarter of this year.

DOT secretary Christina Frasco made the report during the deliberations of the Philippine House of Representatives’ Committee on Appropriations, as she presented the proposed departmental budget for next year amounting to PHP3.394-billion.

Frasco said during the deliberations: “Tourism is one of the strongest pillars of the Philippines’ economy, driving exponential growth, generating revenue for small and medium enterprises, and providing employment for millions of Filipinos.”

The secretary went on to explain that tourism was an economic powerhouse for the country in 2023. The combined domestic and foreign visitor receipts brought in over PHP3.36 trillion in revenues for travel and tourism-related businesses.

Frasco added: “These remarkable figures are also reflected in the growth rate of tourism in the country, marking the highest ever growth rate tourism has ever experienced at nearly 48 percent.”

A sizeable contribution

The Philippine tourism sector presently contributes 8.6 percent to the country’s gross domestic product (GDP.) It also registered a trade surplus of over USD2.45 billion in travel services in the first quarter of the year.

It is also worth noting that the Philippine tourism industry surpassed all of the national tourism development plan’s baseline targets in 2023.

Frasco explained to congressmen that these are all notable indicators of the importance of tourism in terms of the national economy.

She added: “We achieved this, because apart from the domestic and international tourist arrivals that have come into our country, we now have more products and destinations to offer. The result of which is a higher length of stay among our tourists and more spending along the circuits developed across various destinations in our regions.”

Also cited in the secretary’s congressional report was the World Travel and Tourism Council’s findings on how the Philippines now has the biggest domestic tourism market in Southeast Asia, which was valued at over PHP52 billion.

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