BIBLIOGRAPHY LAMIREZ, ANICIA M. APRIL...
BIBLIOGRAPHY
LAMIREZ, ANICIA M. APRIL 2009. Strategies in Promoting Ecotourism in
Kabayan, Benguet. Benguet State University. La Trinidad, Benguet.
Adviser: Luke E. Cuangey, MSc
ABSTRACT
The study was conducted to determine the strategies that the municipality of
Kabayan is implementing, the effectiveness of the strategies in promoting ecotourism,
and the possible strategies in promoting ecotourism in Kabayan.
The study was conducted in Kabayan, Benguet on December 2008- January 2009.
A total of 60 respondents composed of 10 international tourists and 50 domestic
tourists and also the implementers were the respondents of the study. Survey
questionnaires were used to gather data. The questionnaires were pre- tested prior to
distribution. The data was categorized, tabulated, and analyzed through frequency,
percentage, weighted mean, and ranking, and interpreted according to the objectives of
the study.
Most respondents were male (63.33%) and were single (80%). Majority of the
international tourists were from Europe while domestic tourists were from CAR.
Both international and domestic tourists see all the strategies in promoting
ecotourism in Kabayan as totally effective except for the grand cañao and joining trade
fairs which they see very much effective. For the implementers they said that word of
mouth is the effective strategy.
Both international and domestic tourists rated all the packages totally preferred. For the
implementers they said that Mount Pulag is the most preferred package for the tourists.
Majority of the international tourists traveled alone while domestic tourists
traveled with friends.
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TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………… i
Abstract ………………………………………………………………………….. i
Table of Contents ………………………………………………………………… iii
INTRODUCTION ………………………………………………………………. 1
REVIEW OF LITERATURE ……………………………………………………. 6
METHODOLOGY
Locale and Time of the Study ……………………………………………. 15
Respondents of the Study ………………………………………………… 16
Data Collection …………………………………………………………… 16
Data Analysis ……………………………………………………………... 17
RESULTS AND DISCUSSION
Demographic Profile of the Respondents ……………………………….. 18
Place of Origin of the Respondents ……………………………………… 19
Ratings on the Effectiveness of the Strategies …………………………... 20
Ratings of the Packages …………………………………………………. 22
Companion of the Respondents …………………………………………. 25
Other Strategies Suggested by Tourists …………………………………. 25
Implementers Perception on the Strategies and Packages ………………. 26
iii
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary …………………………………………………………………. 29
Conclusions ……………………………………………………………… 30
Recommendations ……………………………………………………….. 30
LITERATURE CITED ………………………………………………………….. 32
APPENDIX
A. Questionnaire for the Implementers …………………………………. 34
B. Questionnaire for the Tourists ……………………………………….. 37
C. Statistical Data ……………………………………………………….. 40
iv
INTRODUCTION
Background of the Study
At the end of the 20th century, ecotourism was recognized as the largest industry
in the world. It was also recognized as an important economic tool and was a great
contributory factor in the development of a country (Baniaga, etal., 2006).
Ecotourism refers to environmentally responsible travel and visitation to
relatively undisturbed natural areas, in order to enjoy and appreciate nature that promotes
conservation, has low negative visitor impact and provides for beneficially active socio-
economic involvement of local population (The International Ecotourism Society, 2004).
Ecotourism as a concept came into the Philippines in 1992 as the country joined
the 4th Pacific Asia Travel Association (PATA) Adventure Travel and Ecotourism
Conference and Mart held in Malaysia. This marked the recognition of ecotourism as a
means of redirecting the utility of natural resources to more sustainable ways (Parao,
2003).
In the Philippines, tourism had been receiving a higher level of priority. It is then
expected that a rapid growth in the tourism industry has a great impact on the
environment and appropriate management is essential (Baniaga, etal., 2006).
According to Libosada (1998), some ecotourism activities have been identified as
possible for the Philippines and are currently undergoing development. These are
mountaineering/ trekking, bird watching, photo safari, scuba diving, spelunking, and
whale and dolphin watching.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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In particular, the Philippines offer diverse tourism activities and destinations for
tourists with various attractions. The competitive advantages of the country are its
ambience and natural attractions that are excellent for rest and recreation. Its tropical
climate is perfect for outdoor recreational activities. Being an archipelago, the coastline
of the country is spiced up with thousands of natural caves, beaches and mountains that
offer tourists great satisfaction, relaxation, and experience (Alejandrino, 2003).
In the Cordillera Administrative Region (CAR), there’s a President Gloria
Macapagal Arroyo (PGMA) banner project for ecotourism that is called Grassroots
Entrepreneur for Ecotourism(GREET), this is to help promote and safeguard the
country’s ecotourism sites through the provision of essential services for tourists.
Primarily, the GREET program is envisioned to be an effective socio- economic
mechanism that can be fully responsive to the forging of a balanced ecotourism
environment and for the preservation or our cultural heritage. One objective of GREET is
to promote the development of products that will satisfy visitors needs while positioning
the Philippines as a globally competitive ecotourism destination. Pursuant to its prime
mission of advocating a genuine thrusts in the development and promotion of ecotourism
sites in the region, the Department of Tourism-CAR is now aggressively and vigorously
implementing an advocacy and information dissemination campaign for the GREET
program. Mount Pulag in Kabayan, Benguet is among the major existing ecotourism sites
in the region that was named by GREET (Molintas, 2007).
The Benguet Provincial Tourism Office was formally recognized in 2002 (de
Guia, 2008). The Benguet province and the DOT with the barangays and 13
municipalities have implemented training programs to teach the participants know more
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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of the potentials of their own municipality or barangay from 2002 to 2008. Benefiting
from the training programs were the municipalities and barangays with focus on its
tourism lures; the municipality of Kabayan – Poblacion tours, Mt. Pulag climb,
Ambangeg trails and treks. Based on the output of the training programs, identified major
activities to be promoted in Benguet are: trekking, spelunking, mountain climbing,
camping, and day trekking- tours. Home stays are also being inventoried for backpackers
and budget travelers. Costing/ budget estimates packages are also being validated with
site evaluation.
The municipality of Kabayan, following upon a series of successful tourism
activities, launched a four- day ecotourism blitz on April 30 to May 03, 2008, which
sought to showcase the town’s natural assets and its centuries- old mummies and
culminated in a grand cañao. The idea is that after seeing the sights, tourists will have the
chance to participate in the activities of the grand cañao and interact with residents. The
series of ecotourism activities is meant not only to showcase the town’s natural wonders
and rich cultural heritage but also to help attract investors to the land- locked town. “We
are looking at tourism as our gateway to development and growth, the mayor said. The
tourism package aims to bring participants to the mummy caves of Timbac for a “peek of
Kabayan’s past” and the chance to scale Mt. Pulag, the country’s second highest
mountain and to witness the setting and rising of the sun at the peak of the mountain
(Laking, 2008).
The climate in the municipality is classified as Type I, where there are
pronounced dry and wet seasons. The dry season is between the latter parts of October
and the month of April, and wet during the rest of the year, and Type III, where there are
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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no pronounced wet dry seasons. Warmer months are experienced on March and April,
while cooler months are experienced from November to February (LGU, 2002).
The tourist industry recognizes the importance of the environment, so that its
maintenance and well-being are always part of tourism planning and development.
Environmental sustainability is the use of resources in utmost consideration for future
generation. Thus ecotourism was born (Veranga, 2004).
Because tourism is one of our gate way from poverty, there are many ways that
the government is doing in promoting tourism in our community such as having a high
level of priority in the budget of the government, offering diverse tourism activities and
destinations for tourists with various attractions, doing some projects in promoting
ecotourism, etc. Thus, this study will document the strategies in promoting ecotourism in
Kabayan, Benguet.
Statement of the Problem
This study focused on the strategies employed in promoting ecotourism in
Kabayan, Benguet. Specifically, it documents the strategies that the municipality of
Kabayan is implementing to promote ecotourism, the effectiveness of the strategies being
implemented by the municipality in the tourists and implementer’s opinion, and possible
strategies for promoting ecotourism in Kabayan, Benguet.
Objectives of the Study
Due to the need to promote ecotourism in Kabayan the study had the following
objectives:
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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1. To describe the strategies that the municipality of Kabayan is implementing to
promote ecotourism.
2. To determine the effectiveness of these strategies as perceived by the
implementers and tourists.
3. To identify possible strategies for promoting ecotourism in Kabayan, Benguet.
Importance of the Study
Tourism is one of the sources of income in our country today, so our government
is promoting it. Likewise, in Kabayan the local officials are really going into promoting
the tourist spots in the place because they believe that it will be the gateway of the
municipality into development and growth.
The result of the study will provide information about strategies in promoting
tourism in Kabayan, Benguet. It will be the basis for identification of the municipal
officials in sourcing funds from agencies for the strengthening of tourism in the area.
Scope and Delimitation of the Study
The researcher focused on the strategies in promoting ecotourism in Kabayan,
Benguet; therefore, it was limited in identifying the possible strategies for promoting
ecotourism in Kabayan, Benguet, the strategies that the municipality is implementing to
promote ecotourism, and knowing how effective the strategies that were used in the
perception of the implementers and tourists.
Respondents of the study were 10 international tourists and 50 domestic tourists.
Also the implementers of the ecotourism promotion activities in Kabayan were also
respondents of the study.The study was conducted from December 2008 to January 2009.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
REVIEW OF LITERATURE
Definition of Ecotourism
Ecotourism was described as the new form of tourism that gave emphasis to the
sustainable use of natural and cultural resources while providing employment
opportunities for the local communities (Veranga, 2004).
Ecotourism refers to environmentally responsible travel and visitation to
relatively undisturbed natural areas, in order to enjoy and appreciate nature that promotes
conservation, has low negative visitor impact and provides for beneficially active socio-
economic involvement of local population (The International Ecotourism Society, 2004).
Ecotourism as defined by Secretary Joseph Ace H. Durano is the development
and use of potential tourist destinations without harming and altering the natural
environment. He further declares that in many cases, ecotourism entails minimal site
development however careful management by the community to preserve and protect the
ecology system for its sustainable productive use is of paramount importance.
The term ecotourism has been used interchangeably to refer to sustainable
tourism, alternative tourism, ethical tourism, green tourism, special interest tourist,
appropriate tourism and responsible tourism. Ecotourism is more appropriately defined
by the Commonwealth Department of Tourism of Australia as “nature- based tourism that
involves education and interpretation of the natural environment and is managed to be
ecologically sustainable. This definition recognizes that natural environment includes
cultural components and that ecologically sustainable involves an appropriate return to
the local community and long- term conservation of the resource.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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Information on Ecotourism
Ecotourism is usually centered on activities related to nature. It is an alternative
model of tourism, where natural areas, local culture, and biological diversity are clearly
understood and wisely integrated as a component for economic growth (Molina, 2002).
Ecotourism is generally seen as a wide and judicious resource planning and
management activity. It is an environmentally sound tourism activity sustainable
implemented in a given ecosystem yielding socio- economic benefits and enhancing
natural and cultural diversity (Bobila, etal., 2006).
The search for potential tourist destinations done by the Benguet
Provincial Tourism was guided by a nine- step program to ensure that the community
would be fully aware of the program and that it was socially acceptable. Also, that it
would ensure that the benefits of the promotional efforts of the province would benefit
the local community. The guiding principle was the world concept of ecotourism. Eco
tourists would come for the purpose of admiring the destination for its natural
environment, culture, flora and fauna, thus advocating environmental protection and
conservation. The Benguet nine- step program utilized a different approach! 1) It would
empower the barangays by organizing its Barangay Tourism Councils. The councils
would manage and protect its tourism resources. An awareness and training campaign
would give the members the opportunity to inventory their resources in terms of: places
with potentials, events and activities, tour packaging, and itinerary planning. They would
also identify their target market sectors, 2) The tourism councils, together with the private
sector and travel partners, would validate the sites identified, 3) Appropriate activities
would be listed to match the resources of the destinations, 4) There would be a check on
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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the infrastructure support facilities and amenities like accommodations and bed and
breakfast, eating facilities, telecommunications, etc, 5) The packages and tourism
program would have to be accepted by the community, 6) The training program would
promote awareness of tourism and prepare frontline guides to meet the visitors, 7) The
frontlines or local promoters would be exposed to similar destinations with built up
systems and procedures. 8.) Once ready, marketing and promotions of the destinations
would commence with the production of collateral materials like maps, flyers, and tri-
media promotions and 9) There would be monitoring of benefits accruing to the people
through visitor arrival statistics. This would be done thru information centers and log
book systems (de Guia, 2008).
Strategies in Promoting Tourism
BSA (NEDA- PMED) said one of the most basic of infrastructure supports that
need to be created/ rehabilitated if a place is to progress are roads. Roads include
mobility, commerce, interaction, investment. Its year-round cool climate is one of CAR’s
major selling point and what better way to bade visitors/investors to come than by
creating/ rehabilitating roads bin and out of CAR.
The Cordillera Region has grabbed major shares in President Gloria Macapagal-
Arroyo’s directive to invest in the natural advantages and resources of each section of the
nation as published by Cordi- Link. Due to sound budgetary policies and programs, there
are now available funds to spur economic growth in CAR. As part of the North Luzon
Agribusiness Quadrangle Super Region, PGMA announces that the Agricultural and
Fisheries potential of the Cordilleras will be prioritized. The competitive advantage of
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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these resources will be enhanced to accommodate the rich promise of exports and
tourism.
Pursuant to its prime mission of advocating a genuine thrusts in the development
and promotion of ecotourism sites in the region, the Department of Tourism- CAR is now
aggressively and vigorously implementing an advocacy and information dissemination
campaign for the GREET program (Molintas, 2007).
The nine towns of the North Quabbin region are loved by community members
for their beautiful natural setting, consisting of lakes, streams, wildlife, and forested
landscapes. Recognizing this potential, the New England Forestry Foundation (NEFF)
included forest-based tourism as a part of its five-year project to enhance the economic,
social, and ecological health of the North Quabbin through sustainable utilization of the
region’s forests. NEFF hired environmental marketing specialist Cynthia Barstow to
assist in the development of strategies that would bring more tourists to the region and
generate more tourism-related local business. The Ecotourism Task Force came up with
these strategies: Online Maps, Outdoor Equipment, Facilities, Signage, Guided Tours,
Fairs and Festivals, and Ecotourism Promotion (Heyes, 2002).
In Eastern Africa (Kenya, Tanzania, and Mozambique) tourism development was
done by analyzing the key macroeconomic factors and forces underpinning regional
tourism trends, by including community participation in tourism and donors have also
played a major role in Tanzania and Mozambique in the shift from prior socialist
economic policies to the current market-oriented consensus favoring private sector
investment and enterprise as the requisite drivers of economic growth and poverty
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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reduction. They are also engaging strategically with national management agencies, local
communities, and the private sector (Nelson, 2007).
According to Gould (2000), in Petén, Guatemala they have market strategies
being used to promote ecotourism, this are: Green certification (a means of labeling
tourism services that meet certain environmental and socio-economic criteria) Green
certification, as a market-based incentive for promoting ecotourism, is based on a simple
idea: some tourists are willing to pay a premium for the knowledge that that the tourism
they consume is true ecotourism. Furthermore, according to theory, ecotourism
businesses fail to earn this “green premium” because tourists lack the information to
identify legitimate ecotourism operations. Green certification is meant to provide the
information that the consumer lacks and thereby solve this market failure; Private
reserves (are private lands that are voluntarily maintained in a condition approximating
their natural state, it can safeguard natural areas that are also important ecotourism
attractions) In private reserves, land owners make a formal commitment to manage their
land as if it were a nature conservation area. Private reserves are an especially attractive
conservation tool when no funds are available to purchase lands directly; and
Collaborative marketing (a strategy where ecotourism operations share the costs and
benefits of marketing in order to capture some of the economies of scale enjoyed by
larger businesses).
Rural America is using techniques in developing tourism into a major industry
these are: Understanding the potential for tourism development; Informing and educating
the community to create support, Securing investments for public and private sources;
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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managing natural, human, and financial resources; and building an image for the
community (John, 2004).
Stakeholders of the Red Wolf ecotourism in North Carolina had identified some
marketing strategies in promoting ecotourism, such as developing a Web site, developing
creative incentives to keep tourist revenue in the communities and position the town of
Columbia as a red wolf ecotourism destination by building accommodations for large
tour groups and creating package tours that encourage visitors to spend more time and
money in the area, and there must be communication between the committee and the
community for ecotourism development (Stakeholder Meeting on Red Wolf Ecotourism
in North Carolina, 2006).
Definition of Tourism
Tourism is the practice of touring for pleasure or the industry of attracting tourists
and catering to them (The New Lexicon Webster’s Encyclopedia, 2000).
Tourism is travel as a leisure pursuit, for recreational as opposed to business
purposes. The term is also taken to embrace collectively the many components of the vast
and relatively youthful industry that has grown up around the modern, mass- oriented
product, from government created ministries of tourism downwards.
According to Economic and Social Commission for Asia and the Pacific
(ESCAP), tourism is the sale of direct social experiences to people or consumers at
locations that are away from their normal place of living. It involves travel, temporary
accommodations, the provision of food, drinks, goods and souvenirs, entertainment,
opportunities for physical rest and renewal choice of recreational past times and buying
of local goods and services at tourist destinations, likewise, social and cultural
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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experiences are also involved, resulting from social contracts with other tourist and
memorable experiences it tourist destinations.
Goals of Tourism
The goals of the tourism industry in the Philippines are: to optimize the
contribution of tourism to economic growth at the national and regional level; to enhance
and contribute to social cohesion and cultural preservation at the local level; to develop
tourism on an environmentally sustainable basis and; to develop diversity of destinations,
attractions, and markets to minimize exposure of the tourism industry to external threats.
Likewise the tourist industry recognizes the importance of the environment, so that its
maintenance and well- being are always part of tourism planning and development.
Environmental sustainability is the use of resources in utmost consideration for future
generation. Thus ecotourism was born (Veranga, 2004).
Growing Tourism
Despite the spiraling cost of travel and the prevailing global economic slump, the
Department of Tourism (DOT) expects more foreign tourists to visit the country. The
number of foreign visitors coming to the country is still growing by seven to nine percent
at this time even as many worldwide reels from the oil crisis. The DOT was able to
position the country’s tourist destinations in Europe and in other emerging markets,
whose economies continue to grow. The increasing cost of transport is partly absorbed by
all the components of the tourism supply chain, so that the cost to be passed down to the
tourist is very minimal. Meanwhile, the DOT signed with the Ministry of Tourism of
India an agreement providing for the implementation of projects mutually benefiting the
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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travel industries of both countries. The agreement includes a seven- day exchange
program to allow each party to share experiences in tourism product creation, promotion
and marketing, cultural and medical tourism as well as manpower and infrastructure
development (Jaymalin, 2008).
Wasing (2007) studied about the Tourism Potentials and Requirements in
Kabayan, Benguet. She focused on the tourists: their motives in traveling, their needs,
assessment of the facilities and services, as well as the problems encountered by the
tourists who visited Kabayan.
The researcher concluded from her study that younger, single, those having fewer
children, and educated ones have a higher interest to travel, therefore, more programs
should be catered to them. European tourists got the highest population of international
tourists who are visiting Kabayan, so the researcher recommended that the services and
facilities in Kabayan must provide the needs and satisfaction of the different tourist
segment. Also the researcher concluded that roads going to the municipality of Kabayan
and within Kabayan needs improvement, and the facilities and services like gasoline
station, public restrooms, and entertainment must be given proper attention to meet the
needs of tourists. Kabayan products like the Kabayan woven garments and the “gippah”
tea must be displayed in the stores to be seen by passers. More information materials for
the tourists which include the promotion of the town fiesta and other tourist attractions
were also recommended by Wasing.
Segmentation of Tourists
The DOT identified the different market segments of tourists from tourism
statistics, site data analysis, site observations, and discussions with travel industry
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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operations. These are: 1.) Domestic tourism segment- includes the families traveling
together; students; club members like mountain climbing, caving, office groups traveling,
etc; and pilgrims. 2.) International tourism segment- includes balikbayans sometimes
with foreigner friends; international travelers on packaged tours, who arranged their
accommodation, flights, and transfer with a ground operator and pre- booked as a
package in the source market; free and independent travelers, who often travel without
guides.
Motivations of Tourists to Travel
Dr. Ernest Dichter (1982) said: “What motivates the traveler of today is, in the
final analysis, anchored within ourselves. It is ambivalence, the desire to live in a cocoon,
to be protected while at the same time to sail out and make the world our territory… in
the world to come, which hopefully is not too far off, and we will learn to become world
citizens” (Cruz, 1999).
Cruz (1999) identified the four basic travel motivators as follows: 1) Physical
motivators- include those related to physical rest, sports, health problems, relaxation,
scenery, etc. 2) Cultural motivators- include the desire to know the culture of other
countries like their ethnic, festivals, etc. 3) Interpersonal motivators- pertain to the desire
to meet other people, visit friend or relatives, escape from routine, from family and
neighbors, family togetherness, self- discovery, maintains social contacts, etc. 4) Status
and prestige motivators- included in this group are trips related to business, conventions,
study, and pursuit of hobbies and education.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
METHODOLOGY
Locale and Time of the Study
The study was conducted in Kabayan, Benguet where the tourist spots that are
being promoted is located.
Kabayan is one of the thirteen towns of Benguet province, located in the
Cordillera Central Mountain Range. The municipality is about 335 kilometers North of
Manila and about 85 kilometers Northeast of Baguio City and La Trinidad, Benguet
where the Cordillera Regional government agencies are instituted. The town is bounded
on the north by Buguias, on the south by Bokod, on the west by Atok and Kibungan, on
the northeast by Tinoc, Ifugao province, and on the southeast along Catnaan River by the
municipality of Kayapa, Nueva Vizcaya province. Kabayan has thirteen barangays,
namely, Adaoay, Anchokey, Batan, Ballay, Bashoy, Duacan, Eddet, Gusaran, Kabayan
Barrio, Luzod, Pacso, Poblacion, and Tawangan (LGU, 2002).
The study was conducted from December 2008 to January 2009.
Figure 1. Location of the study
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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Respondents of the Study
Domestic and international tourists were the respondents of the study. Domestic
tourists included the tourists coming from other places inside the country while
international tourists are the tourists coming from other countries.
The study had 10 international tourists and 50 domestic tourists as its respondents.
Also the implementers of the ecotourism promotion activities in Kabayan served
respondents of the study.
Data Collection/Gathering
Primary data that was collected were the strategies that the municipality of
Kabayan is implementing to promote ecotourism, just like the recent grand cañao that the
municipality held last May 2008. Their purpose was to invite tourist to visit the place in
order to promote ecotourism in the municipality, and to determine the effectiveness of the
strategies that the municipality is implementing, this was done by getting the perception
of tourist and implementers of the different strategies in promoting ecotourism by rating
it from 1 to 5, where: 1- Ineffective, 2- Slightly Effective, 3- Moderately Effective, 4-
Very Much Effective, and 5- Totally Effective. Collection/ gathering of primary data
were done by using survey questionnaires; this was done by letting the respondents
answer the questionnaire. Key Informant Interview was also used by the researcher, by
personally asking the respondents questions important in the study.
Pre-testing was done on October 2008 to 14 domestic tourists of Kabayan, prior to
the floating of the questionnaires.
The secondary data that was collected are the possible strategies for promoting
ecotourism in Kabayan, Benguet.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
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Data Analysis
The collected data was consolidated, categorized, and tabulated. Descriptive
statistics such as frequency counts and percentages, averages and ranking were also used
for the interpretation of the data.
The following formulas were used in analyzing the data gathered from the
∑x
SD
respondents: Mean ( x =
), Standard Error ( SE =
) and Standard Deviation
n
n
(
x)2
2
∑
∑
x −
SD =
n
.
n −1
Ranging was used in interpreting the data. For the strategies a range from .8- 5.0
was used where: .8-1.6 (ineffective), 1.7-2.4 (slightly effective), 2.5-3.2 (moderately
effective), 3.3-4.0 (very much effective) and 4.1-5.0 (totally effective) the same for the
packages a range from .8-5.0 was used where: .8-1.6 (preferred), 1.7-2.4 (slightly
preferred), 2.5-3.2 (moderately preferred), 3.3-4.0 (very much preferred) and 4.1-5.0
(totally preferred).
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
RESULTS AND DISCUSSION
Demographic Profile of the Respondents
Table 1 presents the demographic profile of the respondents.
Gender. The table shows that among the 10 international tourists, 6 (60%) were male
while 4 (40%) were female. On the other hand, 32 (64%) domestic tourists were male while
18 (36%) were female. The result shows that more male are becoming adventurous than
female compared to the study of Cruz in 1982 that women show greater tendency to go away
on holiday than men.
Table 1. Demographic profile of the respondents
PROFILE INTERNATIONAL
TOURISTS DOMESTIC
TOURISTS
TOTAL
F
%
F
%
F
%
Gender
Male 6
60
32
64
38 63.33
Female 4
40
18
36
22 36.67
Total 10
100
50
100
60
100
Civil Status
Single 5
50
43
86
48
80
Married 3
30
7
14
10 16.67
Separated 1
10
0
0
1
1.67
Widower 1
10
0
0
1
1.67
Total 10
100
50
100
60
100
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
19
Civil status. Among the international tourists, half (50%) of the respondents are
single, 30% are married, and both 10% for separated and widower. In comparison to
domestic tourists, 86% are single, 14% are married, and no one is separated and widower.
The total frequency of the single is 48, 10 for married, and both 1 for separated and widower.
Based on the finding, being single or having no child does really exert an important influence
in travel demand as claimed by Cruz (1982).
Place of Origin of the Respondents
Continent. Most of the international tourists were from Europe (60%). Australia has
20% tourist arrivals in Kabayan, and so do North America and Asia with 10%. The study
confirmed the findings of Wasing wherein she found that European tourists got the highest
population of international tourists.
Region. Among the domestic tourists, 74% were from CAR. The rest were from NCR
(16%); Region 1 (8%); and Region 2 (2%). The result implies that more domestic tourists
from CAR know more about Kabayan than other tourists coming from other regions.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
20
Table 2. Place of origin of the respondents
PROFILE FREQUENCY
PERCENTAGE
(%)
Continent (International Tourists)
Europe 6
60
Australia 2
20
North America
1
10
Asia 1
10
Total 10
100
Region (Domestic Tourists)
CAR 37
74
NCR 8
16
Region 1
4
8
Region 2
1
2
Total 50
100
Ratings on the Effectiveness of the Strategies
Table 3 presents the different strategies that the municipality of Kabayan is using in
promoting ecotourism and the rating of the respondents on the strategies. The ratings were
based on a scale of 1 to 5, with 1 as ineffective, 2 as slightly effective, 3 as moderately
effective, 4 as very much effective and 5 as totally effective. For the international tourists
they have rated all the strategies as totally effective except for the organized tour packages
which they rated very much effective and for the grand cañao and joining trade fairs as
moderately effective while for the domestic tourists they rated all the strategies totally
effective. However, looking at the total mean ratings of both the international and domestic
tourists, they see all the strategies totally effective except for the grand cañao and joining
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
21
trade fairs which they see very much effective, but looking at the difference we can say that
all the strategies are effective for the perception of the tourists.
Table 3. Ratings on the effectiveness of the strategies
INTERNATIONAL
DOMESTIC
STRATEGIES
TOURISTS
TOURISTS TOTAL
Mean Verbal
Mean Verbal
Mean Verbal
Description
Description Description
Grand cañao
2.88 Moderately
4.43 Totally
3.66 Very Much
(fiesta)
Effective
Effective
Effective
Website
4.4 Totally
4.53 Totally
4.47 Totally
Effective
Effective
Effective
IEC through
4.4 Totally
4.22 Totally
4.31 Totally
media
Effective
Effective
Effective
Brochures
4.7 Totally
4.1 Totally
4.4 Totally
Effective
Effective
Effective
Campaigning
3.89 Very Much
4.3 Totally
4.1 Totally
to other places
Effective
Effective
Effective
Joining trade
3 Moderately
4.59 Totally
3.8 Very Much
fairs
Effective
Effective
Effective
Word of
4.8 Totally
4.58 Totally
4.69 Totally
mouth
Effective
Effective
Effective
Organized
3.86 Very Much
4.92 Totally
4.39 Totally
tour packages
Effective
Effective
Effective
Total weighted
3.99 Very Much
4.46 Totally
4.23 Totally
mean
Effective
Effective
Effective
Legend: 1- Ineffective; 2- Slightly Effective; 3- Moderately Effective; 4- Very Much Effective; 5- Totally
Effective
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
22
Ratings of the Packages
Table 4 presents the different packages that the municipality of Kabayan is using in
promoting ecotourism and the rating of the respondents on the packages. The ratings were
based on a scale of 1 to 5, with 1 as preferred, 2 as slightly preferred, 3 as moderately
preferred, 4 as very much preferred and 5 as totally preferred. For the international tourists
they have rated all the packages as totally preferred except for the Bangao cave which they
rated very much preferred while for the domestic tourists they rated all the packages totally
preferred. Looking at the total mean ratings of both the international and domestic tourists,
they all rated the packages totally preferred; it implies that international and domestic tourists
prefer all the packages being offered by the municipality and that they want to visit all the
packages.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
23
Table 4. Ratings of the packages
INTERNATIONAL
DOMESTIC
PACKAGES
TOURISTS
TOURISTS TOTAL
Mean Verbal
Mean Verbal
Mean Verbal
Description
Description Description
1- National
4.6 Totally
4.76 Totally
4.68 Totally
Museum,
Preferred
Preferred
Preferred
Singasalao, Asapa
Falls, Kabayan
Weaving, Opdas
Cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2-Tinongchol-
4.3 Totally
4.56 Totally
4.43 Totally
(ride/hike) with
Preferred
Preferred
Preferred
free package
1 tour
3- Timbac Cave-
4.2 Totally
4.8 Totally
4.5 Totally
(ride/hike) with
Preferred
Preferred
Preferred
free package
1 tour
4- Bangao Cave-
3.9 Very
4.49 Totally
4.2 Totally
(ride/hike) with
Much Preferred
Preferred
Preferred
free package
1 tour
5- Lakes with
4.8 Totally
4.89 Totally
4.85 Totally
free package
Preferred
Preferred
Preferred
1 tour
6- Mount Pulag
4.9 Totally
4.98 Totally
4.94 Totally
Preferred
Preferred
Preferred
Total weighted
4.45 Totally
4.75 Totally
4.6 Totally
mean
Preferred
Preferred
Preferred
Legend: 1- Preferred; 2- Slightly Preferred; 3- Moderately Preferred; 4- Very Much Preferred; 5- Totally
Preferred
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
24
Figure 2. Tourists spots in Kabayan, Benguet
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
25
Companion of the Respondents
Table 5 shows that for the international tourists 5 (50%) of them visited Kabayan
alone while for the domestic tourists 24 (48%) are with friends. It shows that half of the
number of international tourists traveled alone while for the domestic tourists almost half of
the number traveled with friends.
Table 5. Companion of the respondents
INTERNATIONAL
DOMESTIC
COMPANION
TOURISTS
TOURISTS TOTAL
F %
F %
F %
Alone
5 50
2 4
7 11.67
With family
1 10
6 12
7 11.67
Association
0 0
18 36
18 30
With friends
4 40
24 48
28 46.67
Other Strategies Suggested by Tourists
From the interview and questionnaire floated to the tourists some suggested that
giving free souvenirs to tourists, putting pictures and videos to most frequented places like
restaurants, improving the facilities being used by tourists and improving infrastructures like
road going to Kabayan are some strategies that can be used by the implementers in
promoting ecotourism in Kabayan. They have given these suggestions according to their
experience and observations in visiting Kabayan.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
26
Implementers Perception on the Strategies and Packages
For the implementers the most effective strategy is the word of mouth because
majority of the tourists going to Kabayan had known the place through their friends and for
the packages the most preferred by the tourists is Mount Pulag because of the nice view
especially for the sunrise and the sunset and also for the “sea of clouds” that could be seen
from the summit of Mount Pulag. It also has its distinct characteristics of changing color on
different occasions and seasons. During the dry season, Mt. Pulag is brown similar to the
chocolate hills of Bohol. During the rainy monsoon season, it will vary from light green to
rich dark green rolling plains, almost similar to a well maintained golf course. The
mountain's landscape is unique with vast grassland on top, mossy forest in the middle and
pine forest all the way down. They said that they are implementing the nine step program of
tourism that was provided by the Benguet Provincial Tourism Authority. The Benguet nine-
step program utilized a different approach. 1) It would empower the barangays by organizing
its Barangay Tourism Councils. The councils would manage and protect its tourism
resources. An awareness and training campaign would give the members the opportunity to
inventory their resources in terms of: places with potentials, events and activities, tour
packaging, and itinerary planning. They would also identify their target market sectors. 2)
The tourism councils, together with the private sector and travel partners, would validate the
sites identified. 3) Appropriate activities would be listed to match the resources of the
destinations. 4) There would be a check on the infrastructure support facilities and amenities
like accommodations and bed and breakfast, eating facilities, telecommunications, etc. 5)
The packages and tourism program would have to be accepted by the community. 6) The
training program would promote awareness of tourism and prepare frontline guides to meet
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
27
the visitors. 7) The frontlines or local promoters would be exposed to similar destinations
with built up systems and procedures. 8) Once ready, marketing and promotions of the
destinations would commence with the production of collateral materials like maps, flyers,
and tri- media promotions. 9) There would be monitoring of benefits accruing to the people
through visitor arrival statistics. The implementers also are coordinating with other agencies
like the Department of Tourism- CAR and Department of Environment and Natural
Resources in the promotion of ecotourism in Kabayan.
Figure 3. The sunrise and sunset view in Mount Pulag summit
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
28
Figure 4. The “sea of clouds” in Mt. Pulag
Figure 5. The distinct characteristics of changing color of Mt. Pulag
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Kabayan, Benguet to determine the strategies that the
municipality is implementing, the effectiveness of the strategies in promoting ecotourism,
and possible strategies in promoting ecotourism in Kabayan.
There were 60 respondents composed of 10 international tourists and 50 domestic
tourists from December 2008 to January 2009, some implementers also were the
respondent of the study. Survey questionnaires were used in gathering data while
interview with key informants was conducted to supplement the survey. The data was
collated through frequency, percentage, weighted mean, and ranking.
Most respondents were male (63.33%) and were single (80%), this finding
soppurts that of Wasing wherein she said that single persons have higher interest to
travel. Majority of the international tourists were from Europe while domestic tourists
were from CAR.
The respondents rated the strategies being offered by the municipality in
promoting ecotourism. Both international and domestic tourists see all the strategies
totally effective except for the grand cañao and joining trade fairs which they see very
much effective. For the implementers they said that word of mouth is the effective
strategy.
Also the respondents rated the packages being offered by the municipality. Both
international and domestic tourists rated all the packages totally preferred. For the
implementers they said that Mount Pulag is the most preferred package for the tourists.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
30
Majority of the international tourists traveled alone while domestic tourists
traveled with friends.
Conclusions
Based on the findings of the study, the following conclusions were derived:
1.
Males are more likely to travel to Kabayan than female. Being single also
affects the travel demand of tourists by making them more flexible to go out. More
tourists from Europe arrived during the months of October to January.
2.
All the strategies are totally effective except for the grand cañao and
joining trade fairs which is very much effective for the tourists and for the implementer’s
word of mouth is the most effective strategy.
2.
All the packages are totally preferred for the tourists and for the
implementer’s Mount Pulag is the most preferred strategy.
3.
Many of the international tourists arriving in Kabayan traveled alone while
domestic tourists were mainly with friends.
Recommendations
Based on the findings and conclusions of the study, the following
recommendations were made:
1.
There should be programs related to tourism that will cater to single
tourists and to the Europeans because they represent big bulk of the international tourists.
2.
Exert more effort to promote Kabayan as a good tourist destination to
other places especially outside CAR.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
31
3.
All the strategies in promoting ecotourism should be more promoted to
attract more tourists for example by exerting more effort to implement them.
4.
Services and facilities like restaurants and souvenir shops should be
included in the brochures, website, in joining trade fairs, when promoting through media
and to other places and in joining trade fairs for the tourists to be able to know for
example if where they will stay when they will visit Kabayan.
5.
More efforts should be exerted to restore and preserve all the tourist spots
to attract more tourists and they must be more promoted.
6.
More services that will cater to groups for domestic tourists should be
offered like for example relaxation or bonding place.
7.
There should be more services to be offered to cater to large number of
tourists like more lodging house and restaurants.
8.
The municipality can use some strategies in promoting ecotourism like
hiring an environmental marketing specialist, to give free souvenirs to tourists, to put
pictures and videos to most frequented places like in restaurants, to improve the facilities
being used by tourists and also the infrastructures like roads, including community
participation in tourism, engaging strategically with national management agencies, local
communities, and the private sector.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
LITERATURE CITED
ALEJANDRINO, A. M. 2003. Ecotourism in the Philippines. Retrieved September
19,2008 from URL: http:// www.apo- tokyo.org/ 9p/e- publi/gplinkeco/22 chapter
20.pdf.
ANONYMOUS. 2006. WOWPINOY. Experience the 7,107 Islands. Retrieved
November 20, 2006 from http://www.wowpinoy.net/merchant.php?modname.
BANIAGA, E. D., J. CABAT, and F. GOLOCAN. 2006. Impacts of Ecotourism and
Solid Waste Management practices at Sagada, Mountain province. Benguet State
University. P.1.
BOBILA, J. C. LAGUARDIA, D. MATIAS, A. ROSARIO, and A. VILLAFANIA.
2006. Ecotourism in Quezon Island, Alaminos, Pangasinan. Benguet State
University. P.8.
CRUZ, Z. L. 1999. Principles of Tourism, Part 1. Rex Bookstore Incorporated. Manila,
Philippines. Pp. 2, 9- 11, 36- 37.
CRUZ, Z. L. 1982. Tourism; An Introduction. Rex Bookstore Incorporated. Manila,
Philippines. Pp. 37- 40, 57.
DE GUIA, S. M. 2008. Benguet’s tourism booster. Baguio Midland Courier.
DULNUAN, N. R. 2004. The Perceived Impacts of Ecotourism on Indigenous
Communities: A Case Study of Sagada, Mountain Province. Asian Institute of
Tourism, University of the Philippines. Pp. 1-3.
GOULD, K. 2000. Evaluation of Three Market Based Strategies for Promoting
Ecotourism in Petén, Guatemala: Green certification, Private reserves, and
Collaborative marketing. University of Florida. Retrieved September 19,2008
from http://www.law.ufl.edu/conservation/pdf/ecotourism_peten.pdf.
HEYES, J. April 2002. Strategies for Ecotourism Development in the North Quabbin.
Retrieved September 19, 2008 from
http://www.northquabbinwoods.org/images/Ecotourism%20Report%20Summary.
pdf.
JAYMALIN, M. 2008. RP tourism still growing despite economic slump, says Durano.
The Philippine Star. P.6.
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19, 2008 from http://www.nal.usda.gov/ric/ricpubs/tourism.html.
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LAKING, J. 2008. DOT czar joins launching of Kabayan ecotourism. Baguio Midland
Courier.
LIBOSADA JR., C. M. 1998. Ecotourism in the Philippines. The Bookmark
Incorporation. GEBA Printing. Pp. 116-117.
LOCAL GOVERNMENT UNIT. 2002. Draft Report Comprehensive Land Use Plan and
Zoning Ordinance year 2003- 2012. Kabayan, Benguet.
MARASIGAN, J. A. 2005. Benguet cool, Lush and Bohemian. Manila Bulletin.
MOLINA, C. 2002. Ecotourism: an investment in adventure. Retrieved September 19,
2008 from URL: http:// www.ecotourism- adventure.com/virtual/favor-
stories.htm.
MOLINTAS, P. 2007. President Gloria Macapagal Arroyo (PGMA) banner project for
ecotourism that is called Grassroots Entrepreneur for Ecotourism (GREET).
Cordi-link.
NELSON, F. November 2007. East Africa: Trends in Coastal Tourism and Strategies for
Promoting Sustainable Development. Retrieved September 19, 2008 from
tp://ecotourismcesd.org/resources/documents/reports/FINAL
REPORT_Fred_Nelson_Jan_08.pdf.
PARAO, M. 2003. Tourism: A paper presented during the Environmental Forum for the
youth and local leaders of the Cordilleras. Benguet State University, La Trinidad,
Benguet.
STAKEHOLDER MEETING ON RED WOLF ECOTOURISM IN NORTH
CAROLINA. 2006. Eastern 4-H Environmental Education Conference Center in
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congo.org/strategies/ecotourism.htm.
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Retrieved September 19, 2008 from www. ecotourism. org. URL. http:
www.ecotours.org/index.php? What is ecotourism.
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University 1(1): 81:82.
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State University, La Trinidad, Benguet.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
APPENDIX A
QUESTIONNAIRE FOR THE IMPLEMENTERS
Dear Respondents,
This study “Strategies in Promoting Ecotourism in Kabayan, Benguet” is being
done to help the municipality and as a requirement for graduation, so as the author I am
asking for your answers/feedbacks in this questionnaire. Your answers will be
confidential. Thank You!
ANICIA M. LAMIREZ
I. Personal Background
Name: (optional)
II. Survey Proper
1. How effective are these strategies in promoting ecotourism in your perception?
(Please check)
1 - Ineffective 3 - Moderately Effective 5 - Totally Effective
2 - Slightly Effective 4 - Very Much Effective
STRATEGIES 1 2 3 4 5
REMARKS
1.Grand cañao
(fiesta)
2. Website
3. Publishing
through media
4. Brochures
5. Campaigning
to other places
6. Joining trade
fairs
STRATEGIES 1 2 3 4 5
REMARKS
7. Word of
mouth
8. Organized
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
35
tour packages
9. Others pls.
specify
2. Among the following packages being offered by the municipality what do the
tourists prefer?
1 - Preferred 3 - Moderately Preferred 5 - Totally Preferred
2 - Slightly Preferred 4 - Very Much Preferred
PACKAGES
1 2 3 4 5
REMARKS
1- National
Museum,
Singasalao,
Asapa Falls,
Kabayan
weaving, Opdas
cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2- Tinongchol-
(ride/hike) with
free package 1
tour
3- Timbac Cave-
(ride/hike) with
free package 1
tour
4- Bangao Cave-
(ride/hike) with
free package 1
tour
5- Lakes with
free package 1
tour
6- Mount Pulag
3. Are you implementing the nine step program of tourism as provided by the
Benguet Provincial Tourism Authority?
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
36
___Yes ___No ___Not all
4. Are you coordinating with other agencies in promoting ecotourism in the
municipality?
___Yes ___No
APPENDIX B
QUESTIONNAIRE FOR THE TOURISTS
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
37
Dear Respondents,
This study “Strategies in Promoting Ecotourism in Kabayan, Benguet” is being
done to help the municipality and as a requirement for graduation, so as the author I am
asking for your answers/feedbacks in this questionnaire. Your answers will be
confidential. Thank You!
ANICIA M. LAMIREZ
I. Personal Background
Name
(optional):
Gender: F ( ) M ( )
Civil Status: Single ( ) Separated ( )
Married ( ) Widower ( )
Place of Origin:
II. Survey Proper
1. How effective are these strategies in promoting ecotourism in your perception?
(Please check)
1 - Ineffective 3 - Moderately Effective 5- Totally Effective
2 - Slightly Effective 4 - Very Much Effective
STRATEGIES
1 2 3 4 5
REMARKS
1. Grand cañao (fiesta)
2. Website
3. Publishing through media
4. Brochures
5. Campaigning to other places
6. Joining trade fairs
STRATEGIES
1 2 3 4 5
REMARKS
7. Word of mouth
8. Organized tour packages
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
38
2. Among the following packages being offered by the municipality what do you
prefer?
1 - Preferred 3 - Moderately Preferred 5 - Totally Preferred
2 - Slightly Preferred 4 - Very Much Preferred
PACKAGES
1
2
3
4
5
REMARKS (WHAT SHOULD BE
DONE TO IMPROVE)
1- National
Museum,
Singasalao,
Asapa Falls,
Kabayan
weaving, Opdas
cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2- Tinongchol-
(ride/hike) with
free package 1
tour
3- Timbac Cave-
(ride/hike) with
free package 1
tour
4- Bangao Cave-
(ride/hike) with
free package 1
tour
5- Lakes with
free package 1
tour
6- Mount Pulag
3. Who are you with?
___Alone ___With family ___Association ___With friends ___Others pls. specify
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
39
4. What other strategies should the municipality adopt to promote ecotourism?
APPENDIX C
STATISTICAL DATA
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
40
Statistical data was used to interpret the data that was gathered about the
effectiveness of the strategies in promoting ecotourism in Kabayan, Benguet that the
municipality is implementing in the perception of the tourists and for the preference of
the tourists for the packages being offered.
(Var3) Grand cañao
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 8
2.875 0.5153748
1.4577
1.656332
4.093668
y 44
4.43
0.139449
0.925
4.148774
4.711226
combined 52
4.190769
0.1601685
1.154991
3.869218
4.512321
diff
-1.555 0.3907043
-2.339753
-0.77025
(Var4) Website
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.4
.2666749
.8433
3.79674
5.00326
y 49
4.531
.1014429
.7101
4.327035
4.734965
combined 59
4.508797 .094789
.7280884
4.319056 4.698537
diff
-.131
.254261
-.6401488
.3781488
(Var5) IEC through media
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.4
.2211065
.6992
3.899822
4.900178
y 50
4.22
.1041568
.7365
4.010689
4.429311
combined 60
4.25 .0939544
.7277677
4.061998
4.438002
diff
.18
.2531693
-.3267734
.6867734
(Var6) Brochures
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
41
x 10
4.7
.152738
.483
4.354483
5.045517
y 49
4.1
.1706429
1.1945
3.7569
4.4431
combined 59
4.201695
.1466331
1.12631
3.908177
4.495213
diff
.6
.3861484
-.1732489
1.373249
(Var7) Campaigning to other places
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 9
3.89
.3513667
1.0541
3.079747
4.700253
y 47
4.3
.1423788
.9761
4.013406
4.586594
combined 56
4.
234107
.1323934
.9907412
3.968785
4.499429
diff
-.41
.3595011
-1.130756
.3107563
(Var8) Joining trade fairs
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 9
3
.4409667
1.3229
1.983129
4.016871
y 46
4.59
.1057601
.7173
4.376988
4.803012
combined 55
4.329818
.1375392
1.020018
4.054069
4.605568
diff
-1.59
.3051725
-2.202098
-.9779016
(Var9) Word of mouth
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.8
.1333216
.4216
4.498406
5.101594
y 43
4.58
.1115222
.7313
4.354939
4.805061
combined 53
4.621509
.0941966
.6857616
4.43249
4.810529
diff
.22
.241145
-.2641187
.7041187
(Var10) Organized tour packages
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 7
3.86
.5532644
1.4638
2.506211
5.213789
y 49
4.92
.0395143
.2766
4.840551
4.999449
combined 56
4.7875 .087183
.6524175
4.612781
4.962219
diff
-1.06
.2235468
-1.508184
-.6118157
(Var11) National museum
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
42
x 10
4.6
.1633
.5164
4.23059
4.96941
y 50
4.76
.0610092
.4314
4.637397
4.882603
combined 60
4.733333
.0575698
.4459335
4.618136 4.84853
diff
-.16
.1543789
-.469023
.149023
(Var12) Tinongchol cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.3
.2134221
.6749
3.817206
4.782794
y 43
4.56
.0899284
.5897
4.378517
4.741483
combined 53
4.510943
.0835818
.6084849
4.343224
4.678663
diff
-.26
.2126153
-.686843
.166843
(Var13) Timbac cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.2
.2494405
.7888
3.635726
4.764274
y 50
4.8
.0571342
.404
4.685184
4.914816
combined 60
4.7
.0684729
.5303889
4.562986
4.937014
diff
-.6
.1677278
-.9357437
-.2642563
(Var14) Bangao cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
3.9
.3144569
.9944
3.188649
4.611351
y 45
4.49
.1173041
.7869
4.253589
4.726411
combined 55
4.382727
.1145815
.8497591
4.153005
4.612449
diff
-.59
.2887088
-1.169077
-.0109235
(Var15) Lakes
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.8
.1333216
.4216
4.498406
5.101594
y 46
4.89
.0464
.3147
4.796546
4.983454
combined 56
4.873929
.0445864
.3336541
4.784575
4.963282
diff
-.09
.1168486
-.3242673
.1442673
(Var16) Mount Pulag
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
43
x 10
4.9
.0999912
.3162
4.673804
5.126196
y 48
4.98
.0208279
.1443
4.9381
5.0219
combined 58
4.966207
.0241709
.1840797
4.917806
5.014608
diff
-.08
.0636656
-.2075375
.0475375
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
LAMIREZ, ANICIA M. APRIL 2009. Strategies in Promoting Ecotourism in
Kabayan, Benguet. Benguet State University. La Trinidad, Benguet.
Adviser: Luke E. Cuangey, MSc
ABSTRACT
The study was conducted to determine the strategies that the municipality of
Kabayan is implementing, the effectiveness of the strategies in promoting ecotourism,
and the possible strategies in promoting ecotourism in Kabayan.
The study was conducted in Kabayan, Benguet on December 2008- January 2009.
A total of 60 respondents composed of 10 international tourists and 50 domestic
tourists and also the implementers were the respondents of the study. Survey
questionnaires were used to gather data. The questionnaires were pre- tested prior to
distribution. The data was categorized, tabulated, and analyzed through frequency,
percentage, weighted mean, and ranking, and interpreted according to the objectives of
the study.
Most respondents were male (63.33%) and were single (80%). Majority of the
international tourists were from Europe while domestic tourists were from CAR.
Both international and domestic tourists see all the strategies in promoting
ecotourism in Kabayan as totally effective except for the grand cañao and joining trade
fairs which they see very much effective. For the implementers they said that word of
mouth is the effective strategy.
Both international and domestic tourists rated all the packages totally preferred. For the
implementers they said that Mount Pulag is the most preferred package for the tourists.
Majority of the international tourists traveled alone while domestic tourists
traveled with friends.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………… i
Abstract ………………………………………………………………………….. i
Table of Contents ………………………………………………………………… iii
INTRODUCTION ………………………………………………………………. 1
REVIEW OF LITERATURE ……………………………………………………. 6
METHODOLOGY
Locale and Time of the Study ……………………………………………. 15
Respondents of the Study ………………………………………………… 16
Data Collection …………………………………………………………… 16
Data Analysis ……………………………………………………………... 17
RESULTS AND DISCUSSION
Demographic Profile of the Respondents ……………………………….. 18
Place of Origin of the Respondents ……………………………………… 19
Ratings on the Effectiveness of the Strategies …………………………... 20
Ratings of the Packages …………………………………………………. 22
Companion of the Respondents …………………………………………. 25
Other Strategies Suggested by Tourists …………………………………. 25
Implementers Perception on the Strategies and Packages ………………. 26
iii
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary …………………………………………………………………. 29
Conclusions ……………………………………………………………… 30
Recommendations ……………………………………………………….. 30
LITERATURE CITED ………………………………………………………….. 32
APPENDIX
A. Questionnaire for the Implementers …………………………………. 34
B. Questionnaire for the Tourists ……………………………………….. 37
C. Statistical Data ……………………………………………………….. 40
iv
INTRODUCTION
Background of the Study
At the end of the 20th century, ecotourism was recognized as the largest industry
in the world. It was also recognized as an important economic tool and was a great
contributory factor in the development of a country (Baniaga, etal., 2006).
Ecotourism refers to environmentally responsible travel and visitation to
relatively undisturbed natural areas, in order to enjoy and appreciate nature that promotes
conservation, has low negative visitor impact and provides for beneficially active socio-
economic involvement of local population (The International Ecotourism Society, 2004).
Ecotourism as a concept came into the Philippines in 1992 as the country joined
the 4th Pacific Asia Travel Association (PATA) Adventure Travel and Ecotourism
Conference and Mart held in Malaysia. This marked the recognition of ecotourism as a
means of redirecting the utility of natural resources to more sustainable ways (Parao,
2003).
In the Philippines, tourism had been receiving a higher level of priority. It is then
expected that a rapid growth in the tourism industry has a great impact on the
environment and appropriate management is essential (Baniaga, etal., 2006).
According to Libosada (1998), some ecotourism activities have been identified as
possible for the Philippines and are currently undergoing development. These are
mountaineering/ trekking, bird watching, photo safari, scuba diving, spelunking, and
whale and dolphin watching.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
2
In particular, the Philippines offer diverse tourism activities and destinations for
tourists with various attractions. The competitive advantages of the country are its
ambience and natural attractions that are excellent for rest and recreation. Its tropical
climate is perfect for outdoor recreational activities. Being an archipelago, the coastline
of the country is spiced up with thousands of natural caves, beaches and mountains that
offer tourists great satisfaction, relaxation, and experience (Alejandrino, 2003).
In the Cordillera Administrative Region (CAR), there’s a President Gloria
Macapagal Arroyo (PGMA) banner project for ecotourism that is called Grassroots
Entrepreneur for Ecotourism(GREET), this is to help promote and safeguard the
country’s ecotourism sites through the provision of essential services for tourists.
Primarily, the GREET program is envisioned to be an effective socio- economic
mechanism that can be fully responsive to the forging of a balanced ecotourism
environment and for the preservation or our cultural heritage. One objective of GREET is
to promote the development of products that will satisfy visitors needs while positioning
the Philippines as a globally competitive ecotourism destination. Pursuant to its prime
mission of advocating a genuine thrusts in the development and promotion of ecotourism
sites in the region, the Department of Tourism-CAR is now aggressively and vigorously
implementing an advocacy and information dissemination campaign for the GREET
program. Mount Pulag in Kabayan, Benguet is among the major existing ecotourism sites
in the region that was named by GREET (Molintas, 2007).
The Benguet Provincial Tourism Office was formally recognized in 2002 (de
Guia, 2008). The Benguet province and the DOT with the barangays and 13
municipalities have implemented training programs to teach the participants know more
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
3
of the potentials of their own municipality or barangay from 2002 to 2008. Benefiting
from the training programs were the municipalities and barangays with focus on its
tourism lures; the municipality of Kabayan – Poblacion tours, Mt. Pulag climb,
Ambangeg trails and treks. Based on the output of the training programs, identified major
activities to be promoted in Benguet are: trekking, spelunking, mountain climbing,
camping, and day trekking- tours. Home stays are also being inventoried for backpackers
and budget travelers. Costing/ budget estimates packages are also being validated with
site evaluation.
The municipality of Kabayan, following upon a series of successful tourism
activities, launched a four- day ecotourism blitz on April 30 to May 03, 2008, which
sought to showcase the town’s natural assets and its centuries- old mummies and
culminated in a grand cañao. The idea is that after seeing the sights, tourists will have the
chance to participate in the activities of the grand cañao and interact with residents. The
series of ecotourism activities is meant not only to showcase the town’s natural wonders
and rich cultural heritage but also to help attract investors to the land- locked town. “We
are looking at tourism as our gateway to development and growth, the mayor said. The
tourism package aims to bring participants to the mummy caves of Timbac for a “peek of
Kabayan’s past” and the chance to scale Mt. Pulag, the country’s second highest
mountain and to witness the setting and rising of the sun at the peak of the mountain
(Laking, 2008).
The climate in the municipality is classified as Type I, where there are
pronounced dry and wet seasons. The dry season is between the latter parts of October
and the month of April, and wet during the rest of the year, and Type III, where there are
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
4
no pronounced wet dry seasons. Warmer months are experienced on March and April,
while cooler months are experienced from November to February (LGU, 2002).
The tourist industry recognizes the importance of the environment, so that its
maintenance and well-being are always part of tourism planning and development.
Environmental sustainability is the use of resources in utmost consideration for future
generation. Thus ecotourism was born (Veranga, 2004).
Because tourism is one of our gate way from poverty, there are many ways that
the government is doing in promoting tourism in our community such as having a high
level of priority in the budget of the government, offering diverse tourism activities and
destinations for tourists with various attractions, doing some projects in promoting
ecotourism, etc. Thus, this study will document the strategies in promoting ecotourism in
Kabayan, Benguet.
Statement of the Problem
This study focused on the strategies employed in promoting ecotourism in
Kabayan, Benguet. Specifically, it documents the strategies that the municipality of
Kabayan is implementing to promote ecotourism, the effectiveness of the strategies being
implemented by the municipality in the tourists and implementer’s opinion, and possible
strategies for promoting ecotourism in Kabayan, Benguet.
Objectives of the Study
Due to the need to promote ecotourism in Kabayan the study had the following
objectives:
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
5
1. To describe the strategies that the municipality of Kabayan is implementing to
promote ecotourism.
2. To determine the effectiveness of these strategies as perceived by the
implementers and tourists.
3. To identify possible strategies for promoting ecotourism in Kabayan, Benguet.
Importance of the Study
Tourism is one of the sources of income in our country today, so our government
is promoting it. Likewise, in Kabayan the local officials are really going into promoting
the tourist spots in the place because they believe that it will be the gateway of the
municipality into development and growth.
The result of the study will provide information about strategies in promoting
tourism in Kabayan, Benguet. It will be the basis for identification of the municipal
officials in sourcing funds from agencies for the strengthening of tourism in the area.
Scope and Delimitation of the Study
The researcher focused on the strategies in promoting ecotourism in Kabayan,
Benguet; therefore, it was limited in identifying the possible strategies for promoting
ecotourism in Kabayan, Benguet, the strategies that the municipality is implementing to
promote ecotourism, and knowing how effective the strategies that were used in the
perception of the implementers and tourists.
Respondents of the study were 10 international tourists and 50 domestic tourists.
Also the implementers of the ecotourism promotion activities in Kabayan were also
respondents of the study.The study was conducted from December 2008 to January 2009.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
REVIEW OF LITERATURE
Definition of Ecotourism
Ecotourism was described as the new form of tourism that gave emphasis to the
sustainable use of natural and cultural resources while providing employment
opportunities for the local communities (Veranga, 2004).
Ecotourism refers to environmentally responsible travel and visitation to
relatively undisturbed natural areas, in order to enjoy and appreciate nature that promotes
conservation, has low negative visitor impact and provides for beneficially active socio-
economic involvement of local population (The International Ecotourism Society, 2004).
Ecotourism as defined by Secretary Joseph Ace H. Durano is the development
and use of potential tourist destinations without harming and altering the natural
environment. He further declares that in many cases, ecotourism entails minimal site
development however careful management by the community to preserve and protect the
ecology system for its sustainable productive use is of paramount importance.
The term ecotourism has been used interchangeably to refer to sustainable
tourism, alternative tourism, ethical tourism, green tourism, special interest tourist,
appropriate tourism and responsible tourism. Ecotourism is more appropriately defined
by the Commonwealth Department of Tourism of Australia as “nature- based tourism that
involves education and interpretation of the natural environment and is managed to be
ecologically sustainable. This definition recognizes that natural environment includes
cultural components and that ecologically sustainable involves an appropriate return to
the local community and long- term conservation of the resource.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
7
Information on Ecotourism
Ecotourism is usually centered on activities related to nature. It is an alternative
model of tourism, where natural areas, local culture, and biological diversity are clearly
understood and wisely integrated as a component for economic growth (Molina, 2002).
Ecotourism is generally seen as a wide and judicious resource planning and
management activity. It is an environmentally sound tourism activity sustainable
implemented in a given ecosystem yielding socio- economic benefits and enhancing
natural and cultural diversity (Bobila, etal., 2006).
The search for potential tourist destinations done by the Benguet
Provincial Tourism was guided by a nine- step program to ensure that the community
would be fully aware of the program and that it was socially acceptable. Also, that it
would ensure that the benefits of the promotional efforts of the province would benefit
the local community. The guiding principle was the world concept of ecotourism. Eco
tourists would come for the purpose of admiring the destination for its natural
environment, culture, flora and fauna, thus advocating environmental protection and
conservation. The Benguet nine- step program utilized a different approach! 1) It would
empower the barangays by organizing its Barangay Tourism Councils. The councils
would manage and protect its tourism resources. An awareness and training campaign
would give the members the opportunity to inventory their resources in terms of: places
with potentials, events and activities, tour packaging, and itinerary planning. They would
also identify their target market sectors, 2) The tourism councils, together with the private
sector and travel partners, would validate the sites identified, 3) Appropriate activities
would be listed to match the resources of the destinations, 4) There would be a check on
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
8
the infrastructure support facilities and amenities like accommodations and bed and
breakfast, eating facilities, telecommunications, etc, 5) The packages and tourism
program would have to be accepted by the community, 6) The training program would
promote awareness of tourism and prepare frontline guides to meet the visitors, 7) The
frontlines or local promoters would be exposed to similar destinations with built up
systems and procedures. 8.) Once ready, marketing and promotions of the destinations
would commence with the production of collateral materials like maps, flyers, and tri-
media promotions and 9) There would be monitoring of benefits accruing to the people
through visitor arrival statistics. This would be done thru information centers and log
book systems (de Guia, 2008).
Strategies in Promoting Tourism
BSA (NEDA- PMED) said one of the most basic of infrastructure supports that
need to be created/ rehabilitated if a place is to progress are roads. Roads include
mobility, commerce, interaction, investment. Its year-round cool climate is one of CAR’s
major selling point and what better way to bade visitors/investors to come than by
creating/ rehabilitating roads bin and out of CAR.
The Cordillera Region has grabbed major shares in President Gloria Macapagal-
Arroyo’s directive to invest in the natural advantages and resources of each section of the
nation as published by Cordi- Link. Due to sound budgetary policies and programs, there
are now available funds to spur economic growth in CAR. As part of the North Luzon
Agribusiness Quadrangle Super Region, PGMA announces that the Agricultural and
Fisheries potential of the Cordilleras will be prioritized. The competitive advantage of
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
9
these resources will be enhanced to accommodate the rich promise of exports and
tourism.
Pursuant to its prime mission of advocating a genuine thrusts in the development
and promotion of ecotourism sites in the region, the Department of Tourism- CAR is now
aggressively and vigorously implementing an advocacy and information dissemination
campaign for the GREET program (Molintas, 2007).
The nine towns of the North Quabbin region are loved by community members
for their beautiful natural setting, consisting of lakes, streams, wildlife, and forested
landscapes. Recognizing this potential, the New England Forestry Foundation (NEFF)
included forest-based tourism as a part of its five-year project to enhance the economic,
social, and ecological health of the North Quabbin through sustainable utilization of the
region’s forests. NEFF hired environmental marketing specialist Cynthia Barstow to
assist in the development of strategies that would bring more tourists to the region and
generate more tourism-related local business. The Ecotourism Task Force came up with
these strategies: Online Maps, Outdoor Equipment, Facilities, Signage, Guided Tours,
Fairs and Festivals, and Ecotourism Promotion (Heyes, 2002).
In Eastern Africa (Kenya, Tanzania, and Mozambique) tourism development was
done by analyzing the key macroeconomic factors and forces underpinning regional
tourism trends, by including community participation in tourism and donors have also
played a major role in Tanzania and Mozambique in the shift from prior socialist
economic policies to the current market-oriented consensus favoring private sector
investment and enterprise as the requisite drivers of economic growth and poverty
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
10
reduction. They are also engaging strategically with national management agencies, local
communities, and the private sector (Nelson, 2007).
According to Gould (2000), in Petén, Guatemala they have market strategies
being used to promote ecotourism, this are: Green certification (a means of labeling
tourism services that meet certain environmental and socio-economic criteria) Green
certification, as a market-based incentive for promoting ecotourism, is based on a simple
idea: some tourists are willing to pay a premium for the knowledge that that the tourism
they consume is true ecotourism. Furthermore, according to theory, ecotourism
businesses fail to earn this “green premium” because tourists lack the information to
identify legitimate ecotourism operations. Green certification is meant to provide the
information that the consumer lacks and thereby solve this market failure; Private
reserves (are private lands that are voluntarily maintained in a condition approximating
their natural state, it can safeguard natural areas that are also important ecotourism
attractions) In private reserves, land owners make a formal commitment to manage their
land as if it were a nature conservation area. Private reserves are an especially attractive
conservation tool when no funds are available to purchase lands directly; and
Collaborative marketing (a strategy where ecotourism operations share the costs and
benefits of marketing in order to capture some of the economies of scale enjoyed by
larger businesses).
Rural America is using techniques in developing tourism into a major industry
these are: Understanding the potential for tourism development; Informing and educating
the community to create support, Securing investments for public and private sources;
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
11
managing natural, human, and financial resources; and building an image for the
community (John, 2004).
Stakeholders of the Red Wolf ecotourism in North Carolina had identified some
marketing strategies in promoting ecotourism, such as developing a Web site, developing
creative incentives to keep tourist revenue in the communities and position the town of
Columbia as a red wolf ecotourism destination by building accommodations for large
tour groups and creating package tours that encourage visitors to spend more time and
money in the area, and there must be communication between the committee and the
community for ecotourism development (Stakeholder Meeting on Red Wolf Ecotourism
in North Carolina, 2006).
Definition of Tourism
Tourism is the practice of touring for pleasure or the industry of attracting tourists
and catering to them (The New Lexicon Webster’s Encyclopedia, 2000).
Tourism is travel as a leisure pursuit, for recreational as opposed to business
purposes. The term is also taken to embrace collectively the many components of the vast
and relatively youthful industry that has grown up around the modern, mass- oriented
product, from government created ministries of tourism downwards.
According to Economic and Social Commission for Asia and the Pacific
(ESCAP), tourism is the sale of direct social experiences to people or consumers at
locations that are away from their normal place of living. It involves travel, temporary
accommodations, the provision of food, drinks, goods and souvenirs, entertainment,
opportunities for physical rest and renewal choice of recreational past times and buying
of local goods and services at tourist destinations, likewise, social and cultural
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
12
experiences are also involved, resulting from social contracts with other tourist and
memorable experiences it tourist destinations.
Goals of Tourism
The goals of the tourism industry in the Philippines are: to optimize the
contribution of tourism to economic growth at the national and regional level; to enhance
and contribute to social cohesion and cultural preservation at the local level; to develop
tourism on an environmentally sustainable basis and; to develop diversity of destinations,
attractions, and markets to minimize exposure of the tourism industry to external threats.
Likewise the tourist industry recognizes the importance of the environment, so that its
maintenance and well- being are always part of tourism planning and development.
Environmental sustainability is the use of resources in utmost consideration for future
generation. Thus ecotourism was born (Veranga, 2004).
Growing Tourism
Despite the spiraling cost of travel and the prevailing global economic slump, the
Department of Tourism (DOT) expects more foreign tourists to visit the country. The
number of foreign visitors coming to the country is still growing by seven to nine percent
at this time even as many worldwide reels from the oil crisis. The DOT was able to
position the country’s tourist destinations in Europe and in other emerging markets,
whose economies continue to grow. The increasing cost of transport is partly absorbed by
all the components of the tourism supply chain, so that the cost to be passed down to the
tourist is very minimal. Meanwhile, the DOT signed with the Ministry of Tourism of
India an agreement providing for the implementation of projects mutually benefiting the
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
13
travel industries of both countries. The agreement includes a seven- day exchange
program to allow each party to share experiences in tourism product creation, promotion
and marketing, cultural and medical tourism as well as manpower and infrastructure
development (Jaymalin, 2008).
Wasing (2007) studied about the Tourism Potentials and Requirements in
Kabayan, Benguet. She focused on the tourists: their motives in traveling, their needs,
assessment of the facilities and services, as well as the problems encountered by the
tourists who visited Kabayan.
The researcher concluded from her study that younger, single, those having fewer
children, and educated ones have a higher interest to travel, therefore, more programs
should be catered to them. European tourists got the highest population of international
tourists who are visiting Kabayan, so the researcher recommended that the services and
facilities in Kabayan must provide the needs and satisfaction of the different tourist
segment. Also the researcher concluded that roads going to the municipality of Kabayan
and within Kabayan needs improvement, and the facilities and services like gasoline
station, public restrooms, and entertainment must be given proper attention to meet the
needs of tourists. Kabayan products like the Kabayan woven garments and the “gippah”
tea must be displayed in the stores to be seen by passers. More information materials for
the tourists which include the promotion of the town fiesta and other tourist attractions
were also recommended by Wasing.
Segmentation of Tourists
The DOT identified the different market segments of tourists from tourism
statistics, site data analysis, site observations, and discussions with travel industry
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
14
operations. These are: 1.) Domestic tourism segment- includes the families traveling
together; students; club members like mountain climbing, caving, office groups traveling,
etc; and pilgrims. 2.) International tourism segment- includes balikbayans sometimes
with foreigner friends; international travelers on packaged tours, who arranged their
accommodation, flights, and transfer with a ground operator and pre- booked as a
package in the source market; free and independent travelers, who often travel without
guides.
Motivations of Tourists to Travel
Dr. Ernest Dichter (1982) said: “What motivates the traveler of today is, in the
final analysis, anchored within ourselves. It is ambivalence, the desire to live in a cocoon,
to be protected while at the same time to sail out and make the world our territory… in
the world to come, which hopefully is not too far off, and we will learn to become world
citizens” (Cruz, 1999).
Cruz (1999) identified the four basic travel motivators as follows: 1) Physical
motivators- include those related to physical rest, sports, health problems, relaxation,
scenery, etc. 2) Cultural motivators- include the desire to know the culture of other
countries like their ethnic, festivals, etc. 3) Interpersonal motivators- pertain to the desire
to meet other people, visit friend or relatives, escape from routine, from family and
neighbors, family togetherness, self- discovery, maintains social contacts, etc. 4) Status
and prestige motivators- included in this group are trips related to business, conventions,
study, and pursuit of hobbies and education.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
METHODOLOGY
Locale and Time of the Study
The study was conducted in Kabayan, Benguet where the tourist spots that are
being promoted is located.
Kabayan is one of the thirteen towns of Benguet province, located in the
Cordillera Central Mountain Range. The municipality is about 335 kilometers North of
Manila and about 85 kilometers Northeast of Baguio City and La Trinidad, Benguet
where the Cordillera Regional government agencies are instituted. The town is bounded
on the north by Buguias, on the south by Bokod, on the west by Atok and Kibungan, on
the northeast by Tinoc, Ifugao province, and on the southeast along Catnaan River by the
municipality of Kayapa, Nueva Vizcaya province. Kabayan has thirteen barangays,
namely, Adaoay, Anchokey, Batan, Ballay, Bashoy, Duacan, Eddet, Gusaran, Kabayan
Barrio, Luzod, Pacso, Poblacion, and Tawangan (LGU, 2002).
The study was conducted from December 2008 to January 2009.
Figure 1. Location of the study
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
16
Respondents of the Study
Domestic and international tourists were the respondents of the study. Domestic
tourists included the tourists coming from other places inside the country while
international tourists are the tourists coming from other countries.
The study had 10 international tourists and 50 domestic tourists as its respondents.
Also the implementers of the ecotourism promotion activities in Kabayan served
respondents of the study.
Data Collection/Gathering
Primary data that was collected were the strategies that the municipality of
Kabayan is implementing to promote ecotourism, just like the recent grand cañao that the
municipality held last May 2008. Their purpose was to invite tourist to visit the place in
order to promote ecotourism in the municipality, and to determine the effectiveness of the
strategies that the municipality is implementing, this was done by getting the perception
of tourist and implementers of the different strategies in promoting ecotourism by rating
it from 1 to 5, where: 1- Ineffective, 2- Slightly Effective, 3- Moderately Effective, 4-
Very Much Effective, and 5- Totally Effective. Collection/ gathering of primary data
were done by using survey questionnaires; this was done by letting the respondents
answer the questionnaire. Key Informant Interview was also used by the researcher, by
personally asking the respondents questions important in the study.
Pre-testing was done on October 2008 to 14 domestic tourists of Kabayan, prior to
the floating of the questionnaires.
The secondary data that was collected are the possible strategies for promoting
ecotourism in Kabayan, Benguet.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
17
Data Analysis
The collected data was consolidated, categorized, and tabulated. Descriptive
statistics such as frequency counts and percentages, averages and ranking were also used
for the interpretation of the data.
The following formulas were used in analyzing the data gathered from the
∑x
SD
respondents: Mean ( x =
), Standard Error ( SE =
) and Standard Deviation
n
n
(
x)2
2
∑
∑
x −
SD =
n
.
n −1
Ranging was used in interpreting the data. For the strategies a range from .8- 5.0
was used where: .8-1.6 (ineffective), 1.7-2.4 (slightly effective), 2.5-3.2 (moderately
effective), 3.3-4.0 (very much effective) and 4.1-5.0 (totally effective) the same for the
packages a range from .8-5.0 was used where: .8-1.6 (preferred), 1.7-2.4 (slightly
preferred), 2.5-3.2 (moderately preferred), 3.3-4.0 (very much preferred) and 4.1-5.0
(totally preferred).
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
RESULTS AND DISCUSSION
Demographic Profile of the Respondents
Table 1 presents the demographic profile of the respondents.
Gender. The table shows that among the 10 international tourists, 6 (60%) were male
while 4 (40%) were female. On the other hand, 32 (64%) domestic tourists were male while
18 (36%) were female. The result shows that more male are becoming adventurous than
female compared to the study of Cruz in 1982 that women show greater tendency to go away
on holiday than men.
Table 1. Demographic profile of the respondents
PROFILE INTERNATIONAL
TOURISTS DOMESTIC
TOURISTS
TOTAL
F
%
F
%
F
%
Gender
Male 6
60
32
64
38 63.33
Female 4
40
18
36
22 36.67
Total 10
100
50
100
60
100
Civil Status
Single 5
50
43
86
48
80
Married 3
30
7
14
10 16.67
Separated 1
10
0
0
1
1.67
Widower 1
10
0
0
1
1.67
Total 10
100
50
100
60
100
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
19
Civil status. Among the international tourists, half (50%) of the respondents are
single, 30% are married, and both 10% for separated and widower. In comparison to
domestic tourists, 86% are single, 14% are married, and no one is separated and widower.
The total frequency of the single is 48, 10 for married, and both 1 for separated and widower.
Based on the finding, being single or having no child does really exert an important influence
in travel demand as claimed by Cruz (1982).
Place of Origin of the Respondents
Continent. Most of the international tourists were from Europe (60%). Australia has
20% tourist arrivals in Kabayan, and so do North America and Asia with 10%. The study
confirmed the findings of Wasing wherein she found that European tourists got the highest
population of international tourists.
Region. Among the domestic tourists, 74% were from CAR. The rest were from NCR
(16%); Region 1 (8%); and Region 2 (2%). The result implies that more domestic tourists
from CAR know more about Kabayan than other tourists coming from other regions.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
20
Table 2. Place of origin of the respondents
PROFILE FREQUENCY
PERCENTAGE
(%)
Continent (International Tourists)
Europe 6
60
Australia 2
20
North America
1
10
Asia 1
10
Total 10
100
Region (Domestic Tourists)
CAR 37
74
NCR 8
16
Region 1
4
8
Region 2
1
2
Total 50
100
Ratings on the Effectiveness of the Strategies
Table 3 presents the different strategies that the municipality of Kabayan is using in
promoting ecotourism and the rating of the respondents on the strategies. The ratings were
based on a scale of 1 to 5, with 1 as ineffective, 2 as slightly effective, 3 as moderately
effective, 4 as very much effective and 5 as totally effective. For the international tourists
they have rated all the strategies as totally effective except for the organized tour packages
which they rated very much effective and for the grand cañao and joining trade fairs as
moderately effective while for the domestic tourists they rated all the strategies totally
effective. However, looking at the total mean ratings of both the international and domestic
tourists, they see all the strategies totally effective except for the grand cañao and joining
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
21
trade fairs which they see very much effective, but looking at the difference we can say that
all the strategies are effective for the perception of the tourists.
Table 3. Ratings on the effectiveness of the strategies
INTERNATIONAL
DOMESTIC
STRATEGIES
TOURISTS
TOURISTS TOTAL
Mean Verbal
Mean Verbal
Mean Verbal
Description
Description Description
Grand cañao
2.88 Moderately
4.43 Totally
3.66 Very Much
(fiesta)
Effective
Effective
Effective
Website
4.4 Totally
4.53 Totally
4.47 Totally
Effective
Effective
Effective
IEC through
4.4 Totally
4.22 Totally
4.31 Totally
media
Effective
Effective
Effective
Brochures
4.7 Totally
4.1 Totally
4.4 Totally
Effective
Effective
Effective
Campaigning
3.89 Very Much
4.3 Totally
4.1 Totally
to other places
Effective
Effective
Effective
Joining trade
3 Moderately
4.59 Totally
3.8 Very Much
fairs
Effective
Effective
Effective
Word of
4.8 Totally
4.58 Totally
4.69 Totally
mouth
Effective
Effective
Effective
Organized
3.86 Very Much
4.92 Totally
4.39 Totally
tour packages
Effective
Effective
Effective
Total weighted
3.99 Very Much
4.46 Totally
4.23 Totally
mean
Effective
Effective
Effective
Legend: 1- Ineffective; 2- Slightly Effective; 3- Moderately Effective; 4- Very Much Effective; 5- Totally
Effective
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
22
Ratings of the Packages
Table 4 presents the different packages that the municipality of Kabayan is using in
promoting ecotourism and the rating of the respondents on the packages. The ratings were
based on a scale of 1 to 5, with 1 as preferred, 2 as slightly preferred, 3 as moderately
preferred, 4 as very much preferred and 5 as totally preferred. For the international tourists
they have rated all the packages as totally preferred except for the Bangao cave which they
rated very much preferred while for the domestic tourists they rated all the packages totally
preferred. Looking at the total mean ratings of both the international and domestic tourists,
they all rated the packages totally preferred; it implies that international and domestic tourists
prefer all the packages being offered by the municipality and that they want to visit all the
packages.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
23
Table 4. Ratings of the packages
INTERNATIONAL
DOMESTIC
PACKAGES
TOURISTS
TOURISTS TOTAL
Mean Verbal
Mean Verbal
Mean Verbal
Description
Description Description
1- National
4.6 Totally
4.76 Totally
4.68 Totally
Museum,
Preferred
Preferred
Preferred
Singasalao, Asapa
Falls, Kabayan
Weaving, Opdas
Cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2-Tinongchol-
4.3 Totally
4.56 Totally
4.43 Totally
(ride/hike) with
Preferred
Preferred
Preferred
free package
1 tour
3- Timbac Cave-
4.2 Totally
4.8 Totally
4.5 Totally
(ride/hike) with
Preferred
Preferred
Preferred
free package
1 tour
4- Bangao Cave-
3.9 Very
4.49 Totally
4.2 Totally
(ride/hike) with
Much Preferred
Preferred
Preferred
free package
1 tour
5- Lakes with
4.8 Totally
4.89 Totally
4.85 Totally
free package
Preferred
Preferred
Preferred
1 tour
6- Mount Pulag
4.9 Totally
4.98 Totally
4.94 Totally
Preferred
Preferred
Preferred
Total weighted
4.45 Totally
4.75 Totally
4.6 Totally
mean
Preferred
Preferred
Preferred
Legend: 1- Preferred; 2- Slightly Preferred; 3- Moderately Preferred; 4- Very Much Preferred; 5- Totally
Preferred
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
24
Figure 2. Tourists spots in Kabayan, Benguet
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
25
Companion of the Respondents
Table 5 shows that for the international tourists 5 (50%) of them visited Kabayan
alone while for the domestic tourists 24 (48%) are with friends. It shows that half of the
number of international tourists traveled alone while for the domestic tourists almost half of
the number traveled with friends.
Table 5. Companion of the respondents
INTERNATIONAL
DOMESTIC
COMPANION
TOURISTS
TOURISTS TOTAL
F %
F %
F %
Alone
5 50
2 4
7 11.67
With family
1 10
6 12
7 11.67
Association
0 0
18 36
18 30
With friends
4 40
24 48
28 46.67
Other Strategies Suggested by Tourists
From the interview and questionnaire floated to the tourists some suggested that
giving free souvenirs to tourists, putting pictures and videos to most frequented places like
restaurants, improving the facilities being used by tourists and improving infrastructures like
road going to Kabayan are some strategies that can be used by the implementers in
promoting ecotourism in Kabayan. They have given these suggestions according to their
experience and observations in visiting Kabayan.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
26
Implementers Perception on the Strategies and Packages
For the implementers the most effective strategy is the word of mouth because
majority of the tourists going to Kabayan had known the place through their friends and for
the packages the most preferred by the tourists is Mount Pulag because of the nice view
especially for the sunrise and the sunset and also for the “sea of clouds” that could be seen
from the summit of Mount Pulag. It also has its distinct characteristics of changing color on
different occasions and seasons. During the dry season, Mt. Pulag is brown similar to the
chocolate hills of Bohol. During the rainy monsoon season, it will vary from light green to
rich dark green rolling plains, almost similar to a well maintained golf course. The
mountain's landscape is unique with vast grassland on top, mossy forest in the middle and
pine forest all the way down. They said that they are implementing the nine step program of
tourism that was provided by the Benguet Provincial Tourism Authority. The Benguet nine-
step program utilized a different approach. 1) It would empower the barangays by organizing
its Barangay Tourism Councils. The councils would manage and protect its tourism
resources. An awareness and training campaign would give the members the opportunity to
inventory their resources in terms of: places with potentials, events and activities, tour
packaging, and itinerary planning. They would also identify their target market sectors. 2)
The tourism councils, together with the private sector and travel partners, would validate the
sites identified. 3) Appropriate activities would be listed to match the resources of the
destinations. 4) There would be a check on the infrastructure support facilities and amenities
like accommodations and bed and breakfast, eating facilities, telecommunications, etc. 5)
The packages and tourism program would have to be accepted by the community. 6) The
training program would promote awareness of tourism and prepare frontline guides to meet
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
27
the visitors. 7) The frontlines or local promoters would be exposed to similar destinations
with built up systems and procedures. 8) Once ready, marketing and promotions of the
destinations would commence with the production of collateral materials like maps, flyers,
and tri- media promotions. 9) There would be monitoring of benefits accruing to the people
through visitor arrival statistics. The implementers also are coordinating with other agencies
like the Department of Tourism- CAR and Department of Environment and Natural
Resources in the promotion of ecotourism in Kabayan.
Figure 3. The sunrise and sunset view in Mount Pulag summit
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
28
Figure 4. The “sea of clouds” in Mt. Pulag
Figure 5. The distinct characteristics of changing color of Mt. Pulag
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Kabayan, Benguet to determine the strategies that the
municipality is implementing, the effectiveness of the strategies in promoting ecotourism,
and possible strategies in promoting ecotourism in Kabayan.
There were 60 respondents composed of 10 international tourists and 50 domestic
tourists from December 2008 to January 2009, some implementers also were the
respondent of the study. Survey questionnaires were used in gathering data while
interview with key informants was conducted to supplement the survey. The data was
collated through frequency, percentage, weighted mean, and ranking.
Most respondents were male (63.33%) and were single (80%), this finding
soppurts that of Wasing wherein she said that single persons have higher interest to
travel. Majority of the international tourists were from Europe while domestic tourists
were from CAR.
The respondents rated the strategies being offered by the municipality in
promoting ecotourism. Both international and domestic tourists see all the strategies
totally effective except for the grand cañao and joining trade fairs which they see very
much effective. For the implementers they said that word of mouth is the effective
strategy.
Also the respondents rated the packages being offered by the municipality. Both
international and domestic tourists rated all the packages totally preferred. For the
implementers they said that Mount Pulag is the most preferred package for the tourists.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
30
Majority of the international tourists traveled alone while domestic tourists
traveled with friends.
Conclusions
Based on the findings of the study, the following conclusions were derived:
1.
Males are more likely to travel to Kabayan than female. Being single also
affects the travel demand of tourists by making them more flexible to go out. More
tourists from Europe arrived during the months of October to January.
2.
All the strategies are totally effective except for the grand cañao and
joining trade fairs which is very much effective for the tourists and for the implementer’s
word of mouth is the most effective strategy.
2.
All the packages are totally preferred for the tourists and for the
implementer’s Mount Pulag is the most preferred strategy.
3.
Many of the international tourists arriving in Kabayan traveled alone while
domestic tourists were mainly with friends.
Recommendations
Based on the findings and conclusions of the study, the following
recommendations were made:
1.
There should be programs related to tourism that will cater to single
tourists and to the Europeans because they represent big bulk of the international tourists.
2.
Exert more effort to promote Kabayan as a good tourist destination to
other places especially outside CAR.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
31
3.
All the strategies in promoting ecotourism should be more promoted to
attract more tourists for example by exerting more effort to implement them.
4.
Services and facilities like restaurants and souvenir shops should be
included in the brochures, website, in joining trade fairs, when promoting through media
and to other places and in joining trade fairs for the tourists to be able to know for
example if where they will stay when they will visit Kabayan.
5.
More efforts should be exerted to restore and preserve all the tourist spots
to attract more tourists and they must be more promoted.
6.
More services that will cater to groups for domestic tourists should be
offered like for example relaxation or bonding place.
7.
There should be more services to be offered to cater to large number of
tourists like more lodging house and restaurants.
8.
The municipality can use some strategies in promoting ecotourism like
hiring an environmental marketing specialist, to give free souvenirs to tourists, to put
pictures and videos to most frequented places like in restaurants, to improve the facilities
being used by tourists and also the infrastructures like roads, including community
participation in tourism, engaging strategically with national management agencies, local
communities, and the private sector.
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
LITERATURE CITED
ALEJANDRINO, A. M. 2003. Ecotourism in the Philippines. Retrieved September
19,2008 from URL: http:// www.apo- tokyo.org/ 9p/e- publi/gplinkeco/22 chapter
20.pdf.
ANONYMOUS. 2006. WOWPINOY. Experience the 7,107 Islands. Retrieved
November 20, 2006 from http://www.wowpinoy.net/merchant.php?modname.
BANIAGA, E. D., J. CABAT, and F. GOLOCAN. 2006. Impacts of Ecotourism and
Solid Waste Management practices at Sagada, Mountain province. Benguet State
University. P.1.
BOBILA, J. C. LAGUARDIA, D. MATIAS, A. ROSARIO, and A. VILLAFANIA.
2006. Ecotourism in Quezon Island, Alaminos, Pangasinan. Benguet State
University. P.8.
CRUZ, Z. L. 1999. Principles of Tourism, Part 1. Rex Bookstore Incorporated. Manila,
Philippines. Pp. 2, 9- 11, 36- 37.
CRUZ, Z. L. 1982. Tourism; An Introduction. Rex Bookstore Incorporated. Manila,
Philippines. Pp. 37- 40, 57.
DE GUIA, S. M. 2008. Benguet’s tourism booster. Baguio Midland Courier.
DULNUAN, N. R. 2004. The Perceived Impacts of Ecotourism on Indigenous
Communities: A Case Study of Sagada, Mountain Province. Asian Institute of
Tourism, University of the Philippines. Pp. 1-3.
GOULD, K. 2000. Evaluation of Three Market Based Strategies for Promoting
Ecotourism in Petén, Guatemala: Green certification, Private reserves, and
Collaborative marketing. University of Florida. Retrieved September 19,2008
from http://www.law.ufl.edu/conservation/pdf/ecotourism_peten.pdf.
HEYES, J. April 2002. Strategies for Ecotourism Development in the North Quabbin.
Retrieved September 19, 2008 from
http://www.northquabbinwoods.org/images/Ecotourism%20Report%20Summary.
pdf.
JAYMALIN, M. 2008. RP tourism still growing despite economic slump, says Durano.
The Philippine Star. P.6.
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19, 2008 from http://www.nal.usda.gov/ric/ricpubs/tourism.html.
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LAKING, J. 2008. DOT czar joins launching of Kabayan ecotourism. Baguio Midland
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Incorporation. GEBA Printing. Pp. 116-117.
LOCAL GOVERNMENT UNIT. 2002. Draft Report Comprehensive Land Use Plan and
Zoning Ordinance year 2003- 2012. Kabayan, Benguet.
MARASIGAN, J. A. 2005. Benguet cool, Lush and Bohemian. Manila Bulletin.
MOLINA, C. 2002. Ecotourism: an investment in adventure. Retrieved September 19,
2008 from URL: http:// www.ecotourism- adventure.com/virtual/favor-
stories.htm.
MOLINTAS, P. 2007. President Gloria Macapagal Arroyo (PGMA) banner project for
ecotourism that is called Grassroots Entrepreneur for Ecotourism (GREET).
Cordi-link.
NELSON, F. November 2007. East Africa: Trends in Coastal Tourism and Strategies for
Promoting Sustainable Development. Retrieved September 19, 2008 from
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REPORT_Fred_Nelson_Jan_08.pdf.
PARAO, M. 2003. Tourism: A paper presented during the Environmental Forum for the
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www.ecotours.org/index.php? What is ecotourism.
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Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
APPENDIX A
QUESTIONNAIRE FOR THE IMPLEMENTERS
Dear Respondents,
This study “Strategies in Promoting Ecotourism in Kabayan, Benguet” is being
done to help the municipality and as a requirement for graduation, so as the author I am
asking for your answers/feedbacks in this questionnaire. Your answers will be
confidential. Thank You!
ANICIA M. LAMIREZ
I. Personal Background
Name: (optional)
II. Survey Proper
1. How effective are these strategies in promoting ecotourism in your perception?
(Please check)
1 - Ineffective 3 - Moderately Effective 5 - Totally Effective
2 - Slightly Effective 4 - Very Much Effective
STRATEGIES 1 2 3 4 5
REMARKS
1.Grand cañao
(fiesta)
2. Website
3. Publishing
through media
4. Brochures
5. Campaigning
to other places
6. Joining trade
fairs
STRATEGIES 1 2 3 4 5
REMARKS
7. Word of
mouth
8. Organized
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
35
tour packages
9. Others pls.
specify
2. Among the following packages being offered by the municipality what do the
tourists prefer?
1 - Preferred 3 - Moderately Preferred 5 - Totally Preferred
2 - Slightly Preferred 4 - Very Much Preferred
PACKAGES
1 2 3 4 5
REMARKS
1- National
Museum,
Singasalao,
Asapa Falls,
Kabayan
weaving, Opdas
cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2- Tinongchol-
(ride/hike) with
free package 1
tour
3- Timbac Cave-
(ride/hike) with
free package 1
tour
4- Bangao Cave-
(ride/hike) with
free package 1
tour
5- Lakes with
free package 1
tour
6- Mount Pulag
3. Are you implementing the nine step program of tourism as provided by the
Benguet Provincial Tourism Authority?
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
36
___Yes ___No ___Not all
4. Are you coordinating with other agencies in promoting ecotourism in the
municipality?
___Yes ___No
APPENDIX B
QUESTIONNAIRE FOR THE TOURISTS
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
37
Dear Respondents,
This study “Strategies in Promoting Ecotourism in Kabayan, Benguet” is being
done to help the municipality and as a requirement for graduation, so as the author I am
asking for your answers/feedbacks in this questionnaire. Your answers will be
confidential. Thank You!
ANICIA M. LAMIREZ
I. Personal Background
Name
(optional):
Gender: F ( ) M ( )
Civil Status: Single ( ) Separated ( )
Married ( ) Widower ( )
Place of Origin:
II. Survey Proper
1. How effective are these strategies in promoting ecotourism in your perception?
(Please check)
1 - Ineffective 3 - Moderately Effective 5- Totally Effective
2 - Slightly Effective 4 - Very Much Effective
STRATEGIES
1 2 3 4 5
REMARKS
1. Grand cañao (fiesta)
2. Website
3. Publishing through media
4. Brochures
5. Campaigning to other places
6. Joining trade fairs
STRATEGIES
1 2 3 4 5
REMARKS
7. Word of mouth
8. Organized tour packages
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
38
2. Among the following packages being offered by the municipality what do you
prefer?
1 - Preferred 3 - Moderately Preferred 5 - Totally Preferred
2 - Slightly Preferred 4 - Very Much Preferred
PACKAGES
1
2
3
4
5
REMARKS (WHAT SHOULD BE
DONE TO IMPROVE)
1- National
Museum,
Singasalao,
Asapa Falls,
Kabayan
weaving, Opdas
cave, Paltingan-
Adiwenben Eco-
walk, Besang
Footprints
2- Tinongchol-
(ride/hike) with
free package 1
tour
3- Timbac Cave-
(ride/hike) with
free package 1
tour
4- Bangao Cave-
(ride/hike) with
free package 1
tour
5- Lakes with
free package 1
tour
6- Mount Pulag
3. Who are you with?
___Alone ___With family ___Association ___With friends ___Others pls. specify
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
39
4. What other strategies should the municipality adopt to promote ecotourism?
APPENDIX C
STATISTICAL DATA
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
40
Statistical data was used to interpret the data that was gathered about the
effectiveness of the strategies in promoting ecotourism in Kabayan, Benguet that the
municipality is implementing in the perception of the tourists and for the preference of
the tourists for the packages being offered.
(Var3) Grand cañao
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 8
2.875 0.5153748
1.4577
1.656332
4.093668
y 44
4.43
0.139449
0.925
4.148774
4.711226
combined 52
4.190769
0.1601685
1.154991
3.869218
4.512321
diff
-1.555 0.3907043
-2.339753
-0.77025
(Var4) Website
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.4
.2666749
.8433
3.79674
5.00326
y 49
4.531
.1014429
.7101
4.327035
4.734965
combined 59
4.508797 .094789
.7280884
4.319056 4.698537
diff
-.131
.254261
-.6401488
.3781488
(Var5) IEC through media
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.4
.2211065
.6992
3.899822
4.900178
y 50
4.22
.1041568
.7365
4.010689
4.429311
combined 60
4.25 .0939544
.7277677
4.061998
4.438002
diff
.18
.2531693
-.3267734
.6867734
(Var6) Brochures
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
41
x 10
4.7
.152738
.483
4.354483
5.045517
y 49
4.1
.1706429
1.1945
3.7569
4.4431
combined 59
4.201695
.1466331
1.12631
3.908177
4.495213
diff
.6
.3861484
-.1732489
1.373249
(Var7) Campaigning to other places
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 9
3.89
.3513667
1.0541
3.079747
4.700253
y 47
4.3
.1423788
.9761
4.013406
4.586594
combined 56
4.
234107
.1323934
.9907412
3.968785
4.499429
diff
-.41
.3595011
-1.130756
.3107563
(Var8) Joining trade fairs
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 9
3
.4409667
1.3229
1.983129
4.016871
y 46
4.59
.1057601
.7173
4.376988
4.803012
combined 55
4.329818
.1375392
1.020018
4.054069
4.605568
diff
-1.59
.3051725
-2.202098
-.9779016
(Var9) Word of mouth
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.8
.1333216
.4216
4.498406
5.101594
y 43
4.58
.1115222
.7313
4.354939
4.805061
combined 53
4.621509
.0941966
.6857616
4.43249
4.810529
diff
.22
.241145
-.2641187
.7041187
(Var10) Organized tour packages
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 7
3.86
.5532644
1.4638
2.506211
5.213789
y 49
4.92
.0395143
.2766
4.840551
4.999449
combined 56
4.7875 .087183
.6524175
4.612781
4.962219
diff
-1.06
.2235468
-1.508184
-.6118157
(Var11) National museum
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
42
x 10
4.6
.1633
.5164
4.23059
4.96941
y 50
4.76
.0610092
.4314
4.637397
4.882603
combined 60
4.733333
.0575698
.4459335
4.618136 4.84853
diff
-.16
.1543789
-.469023
.149023
(Var12) Tinongchol cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.3
.2134221
.6749
3.817206
4.782794
y 43
4.56
.0899284
.5897
4.378517
4.741483
combined 53
4.510943
.0835818
.6084849
4.343224
4.678663
diff
-.26
.2126153
-.686843
.166843
(Var13) Timbac cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.2
.2494405
.7888
3.635726
4.764274
y 50
4.8
.0571342
.404
4.685184
4.914816
combined 60
4.7
.0684729
.5303889
4.562986
4.937014
diff
-.6
.1677278
-.9357437
-.2642563
(Var14) Bangao cave
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
3.9
.3144569
.9944
3.188649
4.611351
y 45
4.49
.1173041
.7869
4.253589
4.726411
combined 55
4.382727
.1145815
.8497591
4.153005
4.612449
diff
-.59
.2887088
-1.169077
-.0109235
(Var15) Lakes
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
x 10
4.8
.1333216
.4216
4.498406
5.101594
y 46
4.89
.0464
.3147
4.796546
4.983454
combined 56
4.873929
.0445864
.3336541
4.784575
4.963282
diff
-.09
.1168486
-.3242673
.1442673
(Var16) Mount Pulag
Two- sample t test with equal variances
Obs
Mean
Std. Err.
Std. Dev.
(95% Conf. Interval)
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
43
x 10
4.9
.0999912
.3162
4.673804
5.126196
y 48
4.98
.0208279
.1443
4.9381
5.0219
combined 58
4.966207
.0241709
.1840797
4.917806
5.014608
diff
-.08
.0636656
-.2075375
.0475375
Strategies in Promoting Ecotourism in Kabayan, Benguet / Anicia M. Lamirez. 2009
Document Outline
- Strategies in Promoting Ecotourism inKabayan, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Background of the Study
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Delimitation of the Study
- REVIEW OF LITERATURE
- Definition of Ecotourism
- Information on Ecotourism
- Strategies in Promoting Tourism
- Definition of Tourism
- Goals of Tourism
- Growing Tourism
- Segmentation of Tourists
- Motivations of Tourists to Travel
- METHODOLOGY
- RESULTS AND DISCUSSION1
- Demographic Profile of the Respondents
- Place of Origin of the Respondents
- Ratings on the Effectiveness of the Strategies
- Ratings of the Packages
- Companion of the Respondents
- Other Strategies Suggested by Tourists
- Implementers Perception on the Strategies and Packages
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDICES