BIBLIOGRAPHY BADONGEN, IRENE P., OCTOBER...
BIBLIOGRAPHY
BADONGEN, IRENE P., OCTOBER 2012. Sustainable Tourism Industry: The
Case of Sagada, Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Evangeline B. Cungihan, MSc.
ABSTRACT
This study was conducted for the following objectives: to identify the roles and
functions of local government units, business owners, tourists and tour operators in
promoting sustainable tourism; to identify the plans/ programs of the local government
units on tourism; to determine the experiences of tourist in visiting Sagada; to determine
the tourist amenities in Sagada and how important were some factors in the tourist decision
to visit the area; to identify how do tourists evaluate their stay in visiting Sagada; to
determine the tourist destinations visited by the tourists in Sagada; and to identify the
suggestions of tourists to improve the sustainability of tourism in Sagada.
Forty five respondents (20 tourists, 10 business owners, 10 local government units,
5 tour operators) in Sagada Mt. Province were surveyed using questionnaires. Secondary
data were obtained from the mayor’s office and from the Tourist Information Center. The
findings of the study show that: tourism in Sagada widens perceptions and understanding
of people as it helps the stakeholders to determine and strengthen their own responsibilities;
passing of ordinances like minimizing garbage accumulation, crime, safety and sanitation,
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
supervision and regulation of business establishments catering to the tourists, and
exercising such rules and regulations to sustain tourism in the municipality of Sagada were
the roles and functions of the local government; plans/ programs on tourism were
improvement of access to attraction sites, installation of signage, conduction of regular
clean- up programs and coordination with the Department of Tourism for the promotion of
tourism in Sagada; the roles of business owners were implementation and installation of
facilities for waste management and recycling, introducing of water saving- measures,
promotion of the conservation and sustainable use of tourist resources, and cooperation
and support of ordinances of the local government which caters to the protection and safety
of tourists; the roles of tour operators in promoting sustainable tourism were: to guide and
protect tourists from accident, to improve services provided to travelers and to provide
information to tourists about the destination. Tourists visit Sagada primarily for exploration
or visiting other places; the natural beauty of Sagada was the one that attracted most of the
tourists; Sumaguing cave was the most visited tourist destination; and Sagada’s tourism
industry is hampered by the lack of convenient public transportation. The local government
together with the Department of Tourism should develop and increase facilities like public
transport, comfort rooms and garbage cans. Information materials and promotional tools
such as brochures and websites should also be developed. Participation, cooperation and
joint forces of stakeholders committed to tourism should be strengthened.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
RESULTS AND DISCUSSIONS
Degree of Importance on the Dimensions of
Sustainable Development as Perceived
by the LGU
The degree of importance on the dimensions of sustainable development as
perceived by the LGU is shown in Table 1. The dimensions were rated as follows: 3- very
important, 2 – important and 1 – not important. On average, most of all the dimensions
(environmental, social and economic sustainability) were rated by the local government
units as very important. The result shows that LGUs are concern on what is happening on
the environment, social, and economic sustainability of the town.
As cited by Vanhove (2005), natural environment is a major attraction for many
destinations, and in many cases it is the core of a destinations’ tourism product. Economic
sustainability must aim to meet the economic needs and aspirations of residents in the long
run. According to Ritchie and Crouch, the following considerations may be influential in
determining economic sustainability: a) tourism should benefit the many, not just the few:
b) utilization of local labour should be encouraged; c) any efforts to enhance job security
will improve economic sustainability.
Because of the influx of tourists in Sagada, increase of some problems on tourism
occurred like accidents on tourist destinations, garbage accumulation, crimes and others.
Because of these, the municipal government passed some ordinances regarding on these
problems. These are as follows: all tourists, local or foreign, entering the municipality of
Sagada are required to register at the Tourist Information Center within 24 hours upon
entering the municipality (Municipal Ordinance No. 19 – 94, Section 9). Section 11 states
that no tourist shall be allowed to roam around within the municipality of whatever means
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
unless duly registered as prescribed under section 9 of the ordinance. On the other hand,
failure, neglect or unwarranted refusal on the part of the operator/ manager/cashier of
hotels, inns, and lodging houses to instruct or cause the registration of their tourist visitors
shall be sufficient ground for the revocation of their business permit/ license.
Because of the increase of garbage, the municipality constructed a Material
Recovery Facility (MRF) for the residents and tourists to dispose their segregated garbage.
In addition to this, the municipal government passed an ordinance prohibiting littering in
the municipality of Sagada and providing penalties for violation thereof (Municipal
Ordinance No. 05 – 99).
Municipal Ordinance No. 04 – 04, Section 1, an ordinance prohibiting urination
and defecation in any place within the municipality of Sagada except on duly constructed
toilet.
Municipal Ordinance No. 07 – 2007, the Revised Sagada Tourism Code further
reads:
“Whereas, Section 17 of R.A. no. 7160 otherwise known as the Local Government Units
shall endeavor to be self- reliant and shall continue exercising the powers and discharging
the duties and functions currently vested upon them. Local Government shall likewise
exercise such other powers and discharge such other functions and responsibilities as are
necessary, appropriate or incidental to efficient and effective provision of the basic services
and facilities;
Whereas , such basic services and facilities include among others, the Regulatory Powers
of the LGU over the operation and maintenance of all tourism oriented/ related
establishments such as Cafes, restaurants, beer houses, hotels, inns, pension houses,
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
lodging houses, souvenir shops and other similar establishment including tourist guides
and transports;
Whereas, other tourist attractions such as caves, rock formations, waterfalls, hanging
coffins, cultures, and others need the regulatory Powers of the LGU, for the maintenance
and preservation;
Whereas, to ensure the efficient and effective operation and maintenance of all tourism-
oriented and tourism- related establishments, it is imperative to provide such rules and
regulations as maybe necessary for governance.”
Wearing & Neil (2009) stated that governments have the greatest potential to shape
tourism in dictating how it is promoted, planned, managed and regulated. Government
policy, through its ability to enforce necessary environment regulations, sets broad industry
standards and therefore can assist in minimizing negative impacts.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 1. Degree of importance on the dimensions of sustainable development as perceived by the LGU
DEGREE OF IMPORTANCE
PARTICULARS
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
Environmental Sustainability
Conservation and protection of ecosystems/ environments
9
90
1
10
-
-
2.9
Very important
Availability of transport infrastructure
7
70
3
30
-
-
2.7
Very important
Monitoring of tourist destinations
10
100
-
-
-
-
3.0
Very important
Provision of tourist amenities
10
100
-
-
-
-
3.0
Very important
Conducting seminars on tourism awareness & environmental
10
100
-
-
-
-
3.0
Very important
consciousness
Cleanliness of surroundings/ destinations
10
100
-
-
-
-
3.0
Very important
Maintenance of sanitation on destinations
10
100
-
-
-
-
3.0
Very important
Social Sustainability
Safety for the tourists and the community
10
100
-
-
-
-
3.0
Very important
Protection services
10
100
-
-
-
-
3.0
Very important
Hospitability
10
100
-
-
-
-
3.0
Very important
Availability/ accessibility to tourist information facilities
10
100
-
-
-
-
3.0
Very important
Availability of tourist guides
10
100
-
-
-
-
3.0
Very important
Economic Sustainability
Employment Creation
10
100
-
-
-
-
3.0
Very important
Infrastructure Development
10
100
-
-
-
-
3.0
Very important
Legend: 3- Very important
Range: 0 – 1.50= not important
2-Important
1.51 – 2.50= important
1- Not important
2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Plans/ Programs of the Local Government
Of Sagada on Tourism
According to the mayor’s office and tourism information center, the following are
their plans and programs:
Improve access to attraction sites. Destination or attraction development must be
undertaken to improve year- round accessibility. The provision of railings in dangerous
parts of caves was proposed. Similarly, foot trail and footbridge improvements are
necessary to enhance safety and security of tourists.
Installation of signage. Installation of signage throughout various strategic areas will be
done by the Municipal Tourism Council in partnership with the business establishments.
Tourists will be properly instructed by putting do’s and don’ts signage. This will prevent
vandalism and ensure proper decorum in the observation and preservation of tourist
attractions and events. Curfew sign will also be installed so as to enhance the peace and
order situation in the municipality.
Conduct of regular clean- up programs. Greater community participation will be fostered
through the efforts of the Municipal Tourism Council and organized groups by instituting
a regular monthly clean-up drive for all the different tourist attractions in Sagada.
Local government has coordinated with the Department of Tourism and Land bank for the
promotion of tourism in Sagada. Other promotional activity is the Etag Festival which
showcases the local delicacy and other indigenous recipes.
Provision of internet services is being done to facilitate the technology and communication
of both local and foreign tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Degree of Importance on the Dimensions of
Sustainable Development as Perceived
by Business Owners
Table 2 shows the degree of importance on the dimensions of sustainable
development as perceived by business owners. The dimensions were rated as follows: 3-
very important, 2- important and 1- not important. On average, most dimensions were rated
by the business owners as very important. These are implementing recycling and
composting programs, installing facilities for waste management and recycling;
introducing water- saving measures; developing programs on visitor education; promoting
conservation and sustainable use of tourist resources; providing opportunities for
community health services; informing tourists about local customs, cultural and historical
heritage; cooperating and supporting local initiatives to promote and enhance appreciation
for cultural and historical heritage; striving for business growth through product innovation
and quality; providing affordable products; having a long term commitment to all
employees and encourage their personal and professional development through trainings,
career planning ,strongly equal promotion opportunities, etc; valuing staff through pay
levels, employment and benefits and rewards over the legal minimum requirements and
improving of infrastructures. The following dimensions were also rated as important;
sponsoring and / or supporting community action or group and providing and promoting
authentically traditional food and drink. This is because some tourists had influenced and
taught the locals on how to prepare varieties of foreign dishes/ foods and some of the chefs
of some restaurants and inns are now serving foreign dishes.
Because of the unexpected tourism in Sagada, business/ establishments are
becoming bigger in numbers. Therefore, municipal government passed an ordinance which
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
caters to the protection and safety of the visitors. The ordinance stipulates that “ no person,
natural or juridical shall keep manage or operate any building edifice or premises, or a
completely independent part thereof for the purpose of engaging in tourism- oriented
businesses without having been first issued a valid license from the mayor’s office to
operate the same” (Municipal Ordinance No. 07- 2007, Article VI, Section 9).
According to some business owners, their businesses were being inspected by the
members of the inspection team from the Municipal Hall. Responsibilities also of some
business owners to provide waste bins on their establishment and make their surroundings
free from wastes.
Degree of Importance on the Responsibilities
of Tour Operators as Perceived by the
Tour Operators
An association of tour guides called the Sagada Environmental Guides Association
(SEGA), Northern Sagada Indigenous Guides Association (NoSIGA) and the Sagada
Genuine Guides Association (SAGGA) had been formed to assist in the regulation to the
entry of tourist on caves and other tourist attractions. They also attend seminars and
trainings on tourism in order to promote safety of tourists and ensure the protection of
environment.
Degree of importance on the responsibilities of tour operators as perceived by the tour
operators are shown in Table 15. These were rated as follows; 3- very important, 2-
important and 1 – not important. Most of the responsibilities were rated by tour operators
as very important. Plans and coordinates travel w/ various agencies to create a package or
services and coordinate with industries/services such as hotel reservation, road transport,
local assistance and guides were rated by tour operators as important.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 2. Degree of importance on the dimensions of sustainable development as perceived by business owners
DEGREE OF IMPORTANCE
PARTICULARS
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
Environmental Sustainability
Implement recycling and composting programs
7
70
3
30
-
-
2.7
Very important
Installing facilities for waste management and recycling
7
70
3
30
-
-
2.7
Very important
Introduces water- saving measures
6
60
4
40
-
-
2.6
Very important
Social Sustainability
Developing programs on visitor education (providing information, brochure on cultural
6
60
4
40
-
-
2.6
Very important
value, traditions, and environment)
Promoting conservation and sustainable use of tourist resources
8
80
2
20
-
-
2.8
Very important
Provide opportunities for community health services
6
60
4
40
-
-
2.6
Very important
Sponsor and/ or support community action or group
2
20
8
80
-
-
2.2
Important
Inform tourists about local customs, cultural and historical heritage
6
60
4
40
-
-
2.6
Very important
Provide and promote authentically traditional food and drink
2
20
7
70
1
10
2.1
Important
Cooperate and support local initiatives to promote and enhance appreciation for cultural
7
70
3
30
-
-
2.7
Very important
and historical heritage
Economic Sustainability
Strive for business growth through product innovation and quality
8
80
1
10
1
10
2.7
Very important
Provide affordable products
10
100
0
0
-
-
3.0
Very important
Have a long term commitment to all employees and encourage their personal and
8
80
2
20
-
-
2.8
Very important
professional development through trainings, career planning ,strongly equal promotion
opportunities, etc
Value staff through pay levels, employment and benefits and rewards over the legal
8
80
2
20
-
-
2.8
Very important
minimum requirements
Improvement of infrastructures (road, public utilities, etc.)
6
60
4
40
-
-
2.6
Very important
Legend: 3- Very important (VI): 2-Important (I): 1- Not important (N) Range: 0-1.50=not important; 1.51 – 2.50= important; 2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 3. Degree of importance of the responsibilities of tour operators as perceived by the tour operators
DEGREE OF IMPORTANCE
MEA
DESCRIPTIO
PARTICULAR
3
2
1
N
N
F
%
F
%
F
%
Seek to improve the services provided to travelers
4
80
1
20
-
-
2.8
Very important
Provide information about the destination
5
100
-
-
-
-
3.0
Very important
Plans and coordinates travel w/ various agencies to create a
1
20
2
40
2
40
1.8
Important
package or services
Coordinate with industries/services such as hotel reservation,
3
60
1
20
1
20
2.4
Important
road transport, local assistance and guides
Develop and operate in a manner that makes a positive
5
100
-
-
-
-
3.0
Very important
contribution to the natural, social and cultural environment
Operate in ways that reduce environmental impacts and
4
80
1
20
-
-
2.8
Very important
benefit host communities
Legend: 3- Very important
Range: 0-1.50=not important
2-Important
1.51 – 2.50= important
1- Not important
2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Demographic Profile of Tourists
Table 4 presents the nationality, age and gender of the tourists.
As shown in the table, the tourists were categorized according to their nationality.
These were as follows: 6 (30%) were German, 6 (30%) were Filipino, 3 (15%) were
French, 2 (10%) were American, 1 (5%) was British, 1 (5%) was Taiwanese and 1 (5%)
was Swiss.
Most (75%) of the tourists belong to the age range of 21- 40 years old. 20% of the
tourists also belong to the age range of 41-60 and 5% belongs to the age range of 1-20
years old.
There were eleven (55%) females and nine (45%) were males.
Table 4. Demographic profile of tourist respondents
PARTICULARS
FREQUENCY
PERCENTAGE
Nationality
German
6
30
Filipino
6
30
French
3
15
British
1
5
Taiwanese
1
5
American
2
10
Swiss
1
5
TOTAL
20
100
Age
1-20
1
5
21- 40
15
75
41- 60
4
20
TOTAL
20
100
Gender
Female
11
55
Male
9
45
TOTAL
20
100
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Reasons of Tourists for Visiting Sagada
Majority (60%) of the tourists visited Sagada mainly for exploration and for relaxation
(45%). Tourists also identified that meeting other people was one of their reasons in coming
to Sagada. This was identified by 30% of the tourists. Some (20%) of the tourists stated
that family travel was their reason to visit Sagada. Few (5%) stated their reason as outreach
program/ educational tours and sports (Table 5).
Source of Information of Tourists about Sagada
Tourists learned about Sagada from friends (75%) who have visited the place and are
frequent visitors themselves. It is notable that Sagada has no official websites operated by
the local government but tourists learned about Sagada from the internet (55%). This
maybe was from the blogs and websites of the locals and others who have posted the
information about Sagada in the internet. Tourists also sourced about Sagada by word of
mouth (15%) and from their relatives (15%). Brochures (10%) were also one of the
reference materials of tourists (Table 6).
Table 5. Reasons of tourists for visiting Sagada
PARTICULARS
FREQUENCY
PERCENTAGE
Exploration (to visit other places)
12
60
Relaxation
9
45
Meet other people
6
30
Family travel
4
20
Outreach programs/ educational tours
1
5
Sports (recreational)
1
5
*Multiple responses
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 6. Source of information about Sagada as a tourist destination by tourists
PARTICULARS
FREQUENCY
PERCENTAGE
Friends
15
75
Internet
11
55
Relatives
3
15
Word of mouth
3
15
Brochures
2
10
Department of Tourism
1
5
*Multiple responses
Frequency of Visit to Sagada by the Tourists
Table 7 shows the frequency of visits to Sagada by the tourist respondents. Fourteen
(70%) of 20 tourists stated that it was their first time to feel the ambiance of Sagada. Fifteen
percent (15%) of the respondents said that it was their second time visiting Sagada; this is
because they want to come back to see the beauty of the place. There were some who
visited the place more than twice.
Reasons why Tourists are Attracted to Sagada
Majority (70%) of the tourists stated that they are attracted to Sagada because of its
natural beauty. Greater percentage (55%) also stated that tourist attractions captured their
eyes. As most of the tourists are foreigners, knowing the culture of the people was also the
reason why they are attracted to Sagada. Inhaling and feeling the cold breeze of fresh air
attracted 10% of the tourists (Table 8).
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 7. Frequency of visit to Sagada by the tourists
FREQUENCY OF VISIT
FREQUENCY
PERCENTAGE
Once
14
70
Twice
3
15
Thrice
1
5
Fourth times and above
2
10
TOTAL
20
100
Table 8. Reasons why tourists are attracted to Sagada
PARTICULARS
FREQUENCY
PERCENTAGE
Natural beauty
14
70
Tourist destinations
11
55
Culture of the people
7
35
Fresh Air
2
10
*Multiple responses
Level of Satisfaction of Tourists on their
Experiences in Visiting Sagada
Table 9 shows the level of satisfaction of tourists on their experiences in visiting
Sagada. The experiences were rated as follows: 4- very satisfactory, 3- satisfactory, 2-
unsatisfactory and 1- very unsatisfactory. On average, tourists rated most of the
experiences as satisfactory. Because of the long waited construction and bad conditions of
the road leading to Sagada, state of roads and signage were rated as unsatisfactory by the
tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 9. Level of satisfaction of tourists on their experiences in visiting Sagada
SATISFACTORY LEVEL
PARTICULARS
MEAN DESCRIPTION
4
3
2
1
F
%
F
%
F
%
F
%
Enjoyable experience on the destination
10
50
9
45
1
5
-
-
3.45
Satisfactory
State of roads and signage made travel easy
-
-
6
30
11
55
3
15
2.15
Unsatisfactory
The attractions are clean
7
35
10
50
3
15
-
-
3.20
Satisfactory
Good souvenirs and crafts are available
5
25
14
70
1
5
-
-
3.20
Satisfactory
Service staffs are competent and helpful
6
30
14
70
-
-
-
-
3.30
Satisfactory
The destination is safe and secure
10
50
8
40
2
10
-
-
3.40
Satisfactory
Legend: 4- Very satisfactory
Range: 0-1.50=Very unsatisfactory
3-Satisfactory
1.51 – 2.50= Unsatisfactory
2- Unsatisfactory
2.51 – 3.50= Satisfactory
1- Very unsatisfactory
3.51 – 4.00= Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Perception of Tourists as to Availability
of Tourist Amenities
Most tourist amenities are found in the central part of the town. The amenities were
rated as follows: 3- available all the time, 2- rarely available and 1- not available at all
(Table 10). On average, accommodation/ lodging houses, tourist guides, source of souvenir
items and restaurants were rated by tourists as available all the time. The table implies that
some tourist amenities like transportation, public toilets, foreign exchange facilities,
destination organizer, recreational facilities and telecommunications needs immediate
attention.
Level of Satisfaction by Tourists on Amenities
Table 11 shows the satisfaction level by tourists on the amenities. The amenities
were rated as follows: 3- very satisfactory, 2- satisfactory and 1- unsatisfactory. On average
most amenities were rated as satisfactory. Accommodation / lodging houses have been
greatly improved with many numbers of different pension inns, transient houses, hotels,
and home stay areas servicing the growing number of tourists. This amenities as well as
tourist guides were rated by the tourists as very satisfactory. As cited by Vanhove (2005),
accommodation sector is the main component of tourism facilities, and for successful
tourism, accommodations must be available in sufficient quantity and quality to match the
demand of travelers who arrive at the destination.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 10. Perceptions of tourists as to availability of tourist amenities in Sagada
AVAILABILITY OF TOURIST AMENITIES
PARTICULAR
MEAN
DESCRIPTION
3
2
1
F
%
F
%
F
%
Accommodation/ lodging houses
17
85
1
5
2
10
2.75
Available all the time
Transportation
4
20
4
20
12
60
1.60
Rarely available
Public toilets
1
5
18
90
1
5
2.00
Rarely available
Tourist guides
18
90
1
5
1
5
2.85
Available all the time
Foreign exchange facilities
4
20
6
30
10
50
1.70
Rarely available
Destination organizer
6
30
11
55
2
10
2.10
Rarely available
Source of souvenir items
14
70
5
25
1
5
2.65
Available all the time
Restaurants
13
65
5
25
2
10
2.55
Available all the time
Recreational Facilities
5
25
11
55
4
20
2.05
Rarely available
Telecommunications
2
10
14
70
4
20
1.90
Rarely available
Legend: 3 - Available all the time
Range: 0 – 1.50=Not available at all
2 – Rarely available
1.51 – 2.50= Rarely available
1 - Not available at all
2.51 – 3.00= Available all the time
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 11. Level of satisfaction by tourists on tourist amenities
SATISFACTORY LEVEL
PARTICULARS
MEAN
DESCRIPTION
3
2
1
F
%
F
%
F
%
Accommodation/ lodging houses
12
60
7
35
1
5
2.55
Very satisfactory
Transportation
2
10
8
40
10
50
1.60
Satisfactory
Public toilets
3
15
14
70
3
15
2.00
Satisfactory
Tourist guides
17
85
3
15
-
-
2.85
Very satisfactory
Foreign exchange facilities
2
10
9
45
9
45
1.65
Satisfactory
Destination organizer
3
15
16
80
1
5
2.10
Satisfactory
Source of souvenir items
5
25
14
70
1
5
2.20
Satisfactory
Restaurants
8
40
11
55
1
5
2.35
Satisfactory
Recreational Facilities
5
25
12
60
3
15
2.10
Satisfactory
Telecommunications
1
5
11
55
8
40
1.65
Satisfactory
Legend: 3- Very satisfactory
Range: 0 – 1.50 = Unsatisfactory
2- Satisfactory
1.51- 2.50 = Satisfactory
1- Unsatisfactory
2.51 – 3.00 = Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Evaluation of Tourists on their Visit to Sagada
Evaluation of tourists on their visit to Sagada is shown in Table 12. The areas were
rated as follows: 5- excellent, 4- good, 3- bad, 2- very bad and 1- not available. Friendliness
of the people in Sagada was rated by the tourists as excellent while personal safety, local
cuisine/ drinks, accessibility to cultural heritage sites, presence of visitor/ tourist info
center, presence of organized excursions, helpful police services, and availability of
shopping centers were rated as good.. Convenience and access to local transport was rated
by the tourist as bad. This may be because of lack of local transportation leading to the
different tourist attractions and tourists have no choice other than to walk.
Tourist Destinations Tourists have Visited
Almost (100%) all of the tourists stated that they have visited Sumaguing cave
which is the most popular tourist attractions in Sagada. Nineteen (95%) out of the 20
respondents said that they visited the hanging coffins wherein tourists saw the burial
grounds of the locals. Fifteen (75%) also visited the huge falls and the cool waters of
Bumod-ok falls. Bokong waterfalls although smaller than Bumod- ok falls is situated
nearer to the town which is usually a past time of some locals was visited by almost 70%
of the tourists. Marlboro country/ mountain, echo valley, terraces, Calvary, rocky valley
and Lake Danum were also visited by the tourists (Table 13).
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 12. Evaluation of tourists on their visit to Sagada
EVALUATE
PARTICULARS
5
4
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
F
%
F
%
Presence of personal safety
9
45
10
50
1
5
-
-
-
-
4.40
Good
Friendliness of the people
13
65
6
30
1
5
-
-
-
-
4.60
Excellent
Local cuisine/ drinks
6
30
11
55
3
15
-
-
-
-
4.15
Good
Accessibility to cultural heritage sites
5
25
14
70
1
5
-
-
-
-
4.20
Good
Presence of visitor/ tourist info center
10
50
8
40
2
10
-
-
-
-
4.40
Good
Presence of organized excursions
2
10
11
55
6
30
-
-
-
-
3.60
Good
Helpful police services
4
20
13
65
2
10
1
5
-
-
4.00
Good
Availability of facilities for tourists
3
15
11
55
6
30
-
-
-
-
3.85
Good
Availability of shopping centers
3
15
7
35
8
40
2
10
-
-
3.55
Good
Convenience and access to local
1
5
7
35
9
45
3
15
-
-
3.30
Bad
transport
Legend: 5- Excellent
Range: 0-1.50=Not available
4-Good
1.51 – 2.50= Very bad
3- Bad
2.51 – 3.50=Bad
2- Very bad
3.51 – 4.50= Good
1- Not available
4.51 – 5.00= Excellent
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 13. Tourist destinations tourists have visited
PARTICULARS
FREQUENCY PERCENTAGE
Sumaguing cave
20
100
Bokong waterfalls (small falls)
14
70
Bumod-ok waterfalls (big falls)
15
75
Echo valley
14
70
Hanging Coffins
10
50
Calvary
8
40
Rocky valley
7
35
Terraces
10
50
Marlboro country/ mountain
12
60
Lake danum
6
30
*Multiple responses
Level of Satisfaction of Tourists on the
Visited Tourist Destinations
Table 14 shows the level of satisfaction of tourists on the visited tourist attractions.
The attractions were rated as follows: 4- very satisfactory, 3- satisfactory, 2 - unsatisfactory
and 1 – very unsatisfactory. On average, Sumaguing cave and Marlboro country/ mountain
were rated by the tourists as very satisfactory. Bokong waterfalls, Bumod-ok waterfalls,
echo valley, hanging coffins, Calvary, rocky valley, terraces and Lake Danum were rated
satisfactory by the tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 14. Level of satisfaction of tourists on the visited tourist attractions
SATISFACTORY LEVEL
PARTICULARS
MEAN
DESCRIPTION
4
3
2
1
F
%
F
%
F
%
F
%
Sumaguing cave
16
80
3
15
1
5
-
-
3.75
Very satisfactory
Bokong waterfalls (small falls)
2
10
10
50
2
10
-
-
3.00
Satisfactory
Bumod-ok waterfalls (big falls)
6
30
8
40
1
5
-
-
3.33
Satisfactory
Echo valley
6
30
8
40
-
-
-
-
3.43
Satisfactory
Hanging Coffins
9
45
7
35
3
10
1
5
3.37
Satisfactory
Calvary
3
15
2
10
3
10
-
-
3.00
Satisfactory
Rocky valley
3
15
3
15
1
5
1
5
3.43
Satisfactory
Terraces
5
25
4
20
1
5
-
-
3.40
Satisfactory
Marlboro country/ mountain
11
55
1
5
-
-
-
-
3.92
Very satisfactory
Lake danum
3
15
2
10
-
-
-
-
3.00
Satisfactory
Legend: 4- Very satisfactory
Range: 0- 1.50=Very unsatisfactory
3-Satisfactory
1.51 – 2.50= Unsatisfactory
2- Unsatisfactory
2.51 – 3.50= Satisfactory
1- Very unsatisfactory
3.51 – 4.00= Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Suggestions of Tourists to Sustain
Sagada as a Tourist Destination
Table 15 shows the suggestions of tourists to sustain Sagada as a tourist destination.
Tourists suggested that more public transport and public toilets should be added/ increased
as to keep the attractions more accessible. A few also suggested the following: preserving
the natural beauty; establish recycle bins in the site so that the tourists and locals should
dispose their garbage on the proper way; roads / pathways going to the tourist attractions
should be improved and putting more signage in the site can be more helpful to tourist find
their way.
Table 15. Suggestions of tourists to sustain Sagada as a tourist destination
PARTICULARS
FREQUENCY PERCENTAGE
More public toilets
3
15
More public transports
3
15
Preserve the natural beauty
2
10
More recycle bins in the site
2
10
Improve roads/paths going to the tourist attractions
2
10
Put more signage in the sites
1
5
*Multiple responses
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
There were four sets of respondents namely the local government units, business
owners, tourists and tour operators.
This study was conducted last July to August, 2012 in Sagada, Mt. Province. It was
conducted for the following objectives: to identify the roles and functions of local
government units, business owners, tourists and tour operators in promoting sustainable
tourism; to identify the plans/ programs of the local government units on tourism; to
determine the reasons that attracted tourists in visiting Sagada; to determine sources of
information of tourists about Sagada; to determine the number of times tourists have visited
Sagada; to determine the experiences of tourist in visiting Sagada and the level of
satisfaction of tourists on the amenities; to determine the tourist amenities in Sagada; to
identify how do tourists evaluate their stay in visiting Sagada; to determine the tourist
destinations visited by the tourists in Sagada; and to identify the suggestions of tourists to
improve the sustainability of tourism in Sagada.
Forty five respondents (20 tourists, 10 business owners, 10 local government units,
5 tour operators) in Sagada Mt. Province were interviewed using questionnaires. Secondary
data were obtained from the mayor’s office and from the tourist information center.
The following summarizes the results of the study: the degree of importance on the
dimensions of sustainable development as perceived by local government units were found
very important by the local government units. Municipal ordinances were passed by the
municipal government to lessen some problems related to tourism which is encountered by
the town of Sagada. The degree of importance on the dimensions of sustainable
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
development as perceived by business owners were found important. These were
sponsoring / supporting community action or group and providing or promoting
authentically traditional food and drink. Responsibilities of business owners also to provide
waste bins on their establishment and make their surroundings free from wastes. The
degree of importance on the responsibilities of tour operators were found very important
by the tour operators.
Tourists who visited Sagada were foreign and local tourist, majority of the tourists
were foreigners especially Europeans. The main reasons of the tourist for visiting Sagada
were for exploration and relaxation. The tourists’ sources of information were from their
friends. The tourists visiting Sagada were first timers. The main reason why tourists were
attracted to Sagada was its natural beauty. The experiences tourist found most unsatisfied
was the state of road and signage. The tourist amenities found most available by tourists
are accommodation/lodging houses, tourist guides, source of souvenir items and
restaurants. The tourist amenities that the tourists found as very satisfactory are
accommodation and tourist guides. The areas evaluated to be positive by tourist in their
visit to Sagada were the people being friendly, presence of personal safety, local cuisine/
drinks, accessibility to cultural heritage sites, presence of visitor/ tourist information center,
presence of organized excursions, helpful police services and availability of shopping
centers. The tourist attractions that the tourists found as very satisfactory were Sumaguing
cave and Marlboro country.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Conclusions
Based on the findings of the study, the following are drawn:
1. Tourism widens the perceptions and understanding of people as it
helps the stakeholders strengthen their own roles and functions;
2. Tourists visit Sagada mainly for exploration or visiting other places.
3. The natural beauty of Sagada was the one that attracted most of the
tourists;
4. Sumaguing cave was the most visited tourist destination; and,
5.
Sagada’s tourism industry is hampered by the lack of convenient public
transportation.
Recommendations
Based on the findings of the study, the following are drawn:
1. Improvement of roads and public utilities like public toilets,
transport and recycle bins;
2. Materials and promotional tools about Sagada as a tourist
destination should be developed. Constructing a website should be done to
attract more tourists; and,
3. Provide amenities such as local transport going to and from the
tourist destinations.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
LITERATURE CITED
BAYLON, R. 1999. Spotting Locations. 2nd edition. Treans Company, Dixon. Pp. 63-69.
COHEN, A, and L. PINO. 2010. Tourist Destinations, Retrieved August 31, 2011 from
http://www.philsite.net.
BAKISAN, IRENE ANGWAY. 2005. Status of tourism in Sagada and the Influencing
Factors to its Changing Character. MA-SS Benguet State University. Pp. 48, 52.
BRETT, K., 2011. Sagada’s Tourism. Retrieved Sept. 03, 2011 from http://www.sunstar.
com.ph/baguio/opinion/2011/07/11/brett-sagadas-tourism1661602011.
CRUZ, ZENAIDA L.1982. Tourism: An Introduction, Rex Printing Company, Inc. Pp. 1,
6-7, 13-14.
PAGE, S. J. and R. K. DOWLING. 2002. Ecotourism. Pearson Education Limited. P 6.
LODGE, L. J. 2006. The Industry of Tourism. Retrieved August 31, 2011 from
http://pci.net.
SANTROCK, J.W. 2001. PHSYCHOLOGY 6th Ed. McGraw-Hill Companies, Inc.
Philippines. Pp. 371-372.
UNEP and WTO, 2005. Making tourism more sustainable: a guide for policy makers.
Retrieved January 24, 2012 from http://www.unep.fr/shared/ publications/
pdf/DTIxPA-TourismPolicyEN.pdf.
VANHOVE, NORBERT. 2005. The economics of tourism destinations, Elsevier
Butterworth- Heinemann, Oxford. P. 78.
WEARING, STEPHEN and NEIL, JOHN. 2009. Ecotourism: Impacts, Potentials and
Possibilities. 2nd edition. University of Technology School of Leisure, Sport and Tourism.
Sydney, New South Wales, Australia. P 38.
WORLD TOURIST ORGANIZATION, 2004. Sustainable Tourism. Retrieved January 24,
2012 from
http://www.sustainabletourism.net/definitions.html.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
BADONGEN, IRENE P., OCTOBER 2012. Sustainable Tourism Industry: The
Case of Sagada, Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Evangeline B. Cungihan, MSc.
ABSTRACT
This study was conducted for the following objectives: to identify the roles and
functions of local government units, business owners, tourists and tour operators in
promoting sustainable tourism; to identify the plans/ programs of the local government
units on tourism; to determine the experiences of tourist in visiting Sagada; to determine
the tourist amenities in Sagada and how important were some factors in the tourist decision
to visit the area; to identify how do tourists evaluate their stay in visiting Sagada; to
determine the tourist destinations visited by the tourists in Sagada; and to identify the
suggestions of tourists to improve the sustainability of tourism in Sagada.
Forty five respondents (20 tourists, 10 business owners, 10 local government units,
5 tour operators) in Sagada Mt. Province were surveyed using questionnaires. Secondary
data were obtained from the mayor’s office and from the Tourist Information Center. The
findings of the study show that: tourism in Sagada widens perceptions and understanding
of people as it helps the stakeholders to determine and strengthen their own responsibilities;
passing of ordinances like minimizing garbage accumulation, crime, safety and sanitation,
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
supervision and regulation of business establishments catering to the tourists, and
exercising such rules and regulations to sustain tourism in the municipality of Sagada were
the roles and functions of the local government; plans/ programs on tourism were
improvement of access to attraction sites, installation of signage, conduction of regular
clean- up programs and coordination with the Department of Tourism for the promotion of
tourism in Sagada; the roles of business owners were implementation and installation of
facilities for waste management and recycling, introducing of water saving- measures,
promotion of the conservation and sustainable use of tourist resources, and cooperation
and support of ordinances of the local government which caters to the protection and safety
of tourists; the roles of tour operators in promoting sustainable tourism were: to guide and
protect tourists from accident, to improve services provided to travelers and to provide
information to tourists about the destination. Tourists visit Sagada primarily for exploration
or visiting other places; the natural beauty of Sagada was the one that attracted most of the
tourists; Sumaguing cave was the most visited tourist destination; and Sagada’s tourism
industry is hampered by the lack of convenient public transportation. The local government
together with the Department of Tourism should develop and increase facilities like public
transport, comfort rooms and garbage cans. Information materials and promotional tools
such as brochures and websites should also be developed. Participation, cooperation and
joint forces of stakeholders committed to tourism should be strengthened.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
RESULTS AND DISCUSSIONS
Degree of Importance on the Dimensions of
Sustainable Development as Perceived
by the LGU
The degree of importance on the dimensions of sustainable development as
perceived by the LGU is shown in Table 1. The dimensions were rated as follows: 3- very
important, 2 – important and 1 – not important. On average, most of all the dimensions
(environmental, social and economic sustainability) were rated by the local government
units as very important. The result shows that LGUs are concern on what is happening on
the environment, social, and economic sustainability of the town.
As cited by Vanhove (2005), natural environment is a major attraction for many
destinations, and in many cases it is the core of a destinations’ tourism product. Economic
sustainability must aim to meet the economic needs and aspirations of residents in the long
run. According to Ritchie and Crouch, the following considerations may be influential in
determining economic sustainability: a) tourism should benefit the many, not just the few:
b) utilization of local labour should be encouraged; c) any efforts to enhance job security
will improve economic sustainability.
Because of the influx of tourists in Sagada, increase of some problems on tourism
occurred like accidents on tourist destinations, garbage accumulation, crimes and others.
Because of these, the municipal government passed some ordinances regarding on these
problems. These are as follows: all tourists, local or foreign, entering the municipality of
Sagada are required to register at the Tourist Information Center within 24 hours upon
entering the municipality (Municipal Ordinance No. 19 – 94, Section 9). Section 11 states
that no tourist shall be allowed to roam around within the municipality of whatever means
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
unless duly registered as prescribed under section 9 of the ordinance. On the other hand,
failure, neglect or unwarranted refusal on the part of the operator/ manager/cashier of
hotels, inns, and lodging houses to instruct or cause the registration of their tourist visitors
shall be sufficient ground for the revocation of their business permit/ license.
Because of the increase of garbage, the municipality constructed a Material
Recovery Facility (MRF) for the residents and tourists to dispose their segregated garbage.
In addition to this, the municipal government passed an ordinance prohibiting littering in
the municipality of Sagada and providing penalties for violation thereof (Municipal
Ordinance No. 05 – 99).
Municipal Ordinance No. 04 – 04, Section 1, an ordinance prohibiting urination
and defecation in any place within the municipality of Sagada except on duly constructed
toilet.
Municipal Ordinance No. 07 – 2007, the Revised Sagada Tourism Code further
reads:
“Whereas, Section 17 of R.A. no. 7160 otherwise known as the Local Government Units
shall endeavor to be self- reliant and shall continue exercising the powers and discharging
the duties and functions currently vested upon them. Local Government shall likewise
exercise such other powers and discharge such other functions and responsibilities as are
necessary, appropriate or incidental to efficient and effective provision of the basic services
and facilities;
Whereas , such basic services and facilities include among others, the Regulatory Powers
of the LGU over the operation and maintenance of all tourism oriented/ related
establishments such as Cafes, restaurants, beer houses, hotels, inns, pension houses,
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
lodging houses, souvenir shops and other similar establishment including tourist guides
and transports;
Whereas, other tourist attractions such as caves, rock formations, waterfalls, hanging
coffins, cultures, and others need the regulatory Powers of the LGU, for the maintenance
and preservation;
Whereas, to ensure the efficient and effective operation and maintenance of all tourism-
oriented and tourism- related establishments, it is imperative to provide such rules and
regulations as maybe necessary for governance.”
Wearing & Neil (2009) stated that governments have the greatest potential to shape
tourism in dictating how it is promoted, planned, managed and regulated. Government
policy, through its ability to enforce necessary environment regulations, sets broad industry
standards and therefore can assist in minimizing negative impacts.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 1. Degree of importance on the dimensions of sustainable development as perceived by the LGU
DEGREE OF IMPORTANCE
PARTICULARS
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
Environmental Sustainability
Conservation and protection of ecosystems/ environments
9
90
1
10
-
-
2.9
Very important
Availability of transport infrastructure
7
70
3
30
-
-
2.7
Very important
Monitoring of tourist destinations
10
100
-
-
-
-
3.0
Very important
Provision of tourist amenities
10
100
-
-
-
-
3.0
Very important
Conducting seminars on tourism awareness & environmental
10
100
-
-
-
-
3.0
Very important
consciousness
Cleanliness of surroundings/ destinations
10
100
-
-
-
-
3.0
Very important
Maintenance of sanitation on destinations
10
100
-
-
-
-
3.0
Very important
Social Sustainability
Safety for the tourists and the community
10
100
-
-
-
-
3.0
Very important
Protection services
10
100
-
-
-
-
3.0
Very important
Hospitability
10
100
-
-
-
-
3.0
Very important
Availability/ accessibility to tourist information facilities
10
100
-
-
-
-
3.0
Very important
Availability of tourist guides
10
100
-
-
-
-
3.0
Very important
Economic Sustainability
Employment Creation
10
100
-
-
-
-
3.0
Very important
Infrastructure Development
10
100
-
-
-
-
3.0
Very important
Legend: 3- Very important
Range: 0 – 1.50= not important
2-Important
1.51 – 2.50= important
1- Not important
2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Plans/ Programs of the Local Government
Of Sagada on Tourism
According to the mayor’s office and tourism information center, the following are
their plans and programs:
Improve access to attraction sites. Destination or attraction development must be
undertaken to improve year- round accessibility. The provision of railings in dangerous
parts of caves was proposed. Similarly, foot trail and footbridge improvements are
necessary to enhance safety and security of tourists.
Installation of signage. Installation of signage throughout various strategic areas will be
done by the Municipal Tourism Council in partnership with the business establishments.
Tourists will be properly instructed by putting do’s and don’ts signage. This will prevent
vandalism and ensure proper decorum in the observation and preservation of tourist
attractions and events. Curfew sign will also be installed so as to enhance the peace and
order situation in the municipality.
Conduct of regular clean- up programs. Greater community participation will be fostered
through the efforts of the Municipal Tourism Council and organized groups by instituting
a regular monthly clean-up drive for all the different tourist attractions in Sagada.
Local government has coordinated with the Department of Tourism and Land bank for the
promotion of tourism in Sagada. Other promotional activity is the Etag Festival which
showcases the local delicacy and other indigenous recipes.
Provision of internet services is being done to facilitate the technology and communication
of both local and foreign tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Degree of Importance on the Dimensions of
Sustainable Development as Perceived
by Business Owners
Table 2 shows the degree of importance on the dimensions of sustainable
development as perceived by business owners. The dimensions were rated as follows: 3-
very important, 2- important and 1- not important. On average, most dimensions were rated
by the business owners as very important. These are implementing recycling and
composting programs, installing facilities for waste management and recycling;
introducing water- saving measures; developing programs on visitor education; promoting
conservation and sustainable use of tourist resources; providing opportunities for
community health services; informing tourists about local customs, cultural and historical
heritage; cooperating and supporting local initiatives to promote and enhance appreciation
for cultural and historical heritage; striving for business growth through product innovation
and quality; providing affordable products; having a long term commitment to all
employees and encourage their personal and professional development through trainings,
career planning ,strongly equal promotion opportunities, etc; valuing staff through pay
levels, employment and benefits and rewards over the legal minimum requirements and
improving of infrastructures. The following dimensions were also rated as important;
sponsoring and / or supporting community action or group and providing and promoting
authentically traditional food and drink. This is because some tourists had influenced and
taught the locals on how to prepare varieties of foreign dishes/ foods and some of the chefs
of some restaurants and inns are now serving foreign dishes.
Because of the unexpected tourism in Sagada, business/ establishments are
becoming bigger in numbers. Therefore, municipal government passed an ordinance which
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
caters to the protection and safety of the visitors. The ordinance stipulates that “ no person,
natural or juridical shall keep manage or operate any building edifice or premises, or a
completely independent part thereof for the purpose of engaging in tourism- oriented
businesses without having been first issued a valid license from the mayor’s office to
operate the same” (Municipal Ordinance No. 07- 2007, Article VI, Section 9).
According to some business owners, their businesses were being inspected by the
members of the inspection team from the Municipal Hall. Responsibilities also of some
business owners to provide waste bins on their establishment and make their surroundings
free from wastes.
Degree of Importance on the Responsibilities
of Tour Operators as Perceived by the
Tour Operators
An association of tour guides called the Sagada Environmental Guides Association
(SEGA), Northern Sagada Indigenous Guides Association (NoSIGA) and the Sagada
Genuine Guides Association (SAGGA) had been formed to assist in the regulation to the
entry of tourist on caves and other tourist attractions. They also attend seminars and
trainings on tourism in order to promote safety of tourists and ensure the protection of
environment.
Degree of importance on the responsibilities of tour operators as perceived by the tour
operators are shown in Table 15. These were rated as follows; 3- very important, 2-
important and 1 – not important. Most of the responsibilities were rated by tour operators
as very important. Plans and coordinates travel w/ various agencies to create a package or
services and coordinate with industries/services such as hotel reservation, road transport,
local assistance and guides were rated by tour operators as important.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 2. Degree of importance on the dimensions of sustainable development as perceived by business owners
DEGREE OF IMPORTANCE
PARTICULARS
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
Environmental Sustainability
Implement recycling and composting programs
7
70
3
30
-
-
2.7
Very important
Installing facilities for waste management and recycling
7
70
3
30
-
-
2.7
Very important
Introduces water- saving measures
6
60
4
40
-
-
2.6
Very important
Social Sustainability
Developing programs on visitor education (providing information, brochure on cultural
6
60
4
40
-
-
2.6
Very important
value, traditions, and environment)
Promoting conservation and sustainable use of tourist resources
8
80
2
20
-
-
2.8
Very important
Provide opportunities for community health services
6
60
4
40
-
-
2.6
Very important
Sponsor and/ or support community action or group
2
20
8
80
-
-
2.2
Important
Inform tourists about local customs, cultural and historical heritage
6
60
4
40
-
-
2.6
Very important
Provide and promote authentically traditional food and drink
2
20
7
70
1
10
2.1
Important
Cooperate and support local initiatives to promote and enhance appreciation for cultural
7
70
3
30
-
-
2.7
Very important
and historical heritage
Economic Sustainability
Strive for business growth through product innovation and quality
8
80
1
10
1
10
2.7
Very important
Provide affordable products
10
100
0
0
-
-
3.0
Very important
Have a long term commitment to all employees and encourage their personal and
8
80
2
20
-
-
2.8
Very important
professional development through trainings, career planning ,strongly equal promotion
opportunities, etc
Value staff through pay levels, employment and benefits and rewards over the legal
8
80
2
20
-
-
2.8
Very important
minimum requirements
Improvement of infrastructures (road, public utilities, etc.)
6
60
4
40
-
-
2.6
Very important
Legend: 3- Very important (VI): 2-Important (I): 1- Not important (N) Range: 0-1.50=not important; 1.51 – 2.50= important; 2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 3. Degree of importance of the responsibilities of tour operators as perceived by the tour operators
DEGREE OF IMPORTANCE
MEA
DESCRIPTIO
PARTICULAR
3
2
1
N
N
F
%
F
%
F
%
Seek to improve the services provided to travelers
4
80
1
20
-
-
2.8
Very important
Provide information about the destination
5
100
-
-
-
-
3.0
Very important
Plans and coordinates travel w/ various agencies to create a
1
20
2
40
2
40
1.8
Important
package or services
Coordinate with industries/services such as hotel reservation,
3
60
1
20
1
20
2.4
Important
road transport, local assistance and guides
Develop and operate in a manner that makes a positive
5
100
-
-
-
-
3.0
Very important
contribution to the natural, social and cultural environment
Operate in ways that reduce environmental impacts and
4
80
1
20
-
-
2.8
Very important
benefit host communities
Legend: 3- Very important
Range: 0-1.50=not important
2-Important
1.51 – 2.50= important
1- Not important
2.51 – 3.00= very important
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Demographic Profile of Tourists
Table 4 presents the nationality, age and gender of the tourists.
As shown in the table, the tourists were categorized according to their nationality.
These were as follows: 6 (30%) were German, 6 (30%) were Filipino, 3 (15%) were
French, 2 (10%) were American, 1 (5%) was British, 1 (5%) was Taiwanese and 1 (5%)
was Swiss.
Most (75%) of the tourists belong to the age range of 21- 40 years old. 20% of the
tourists also belong to the age range of 41-60 and 5% belongs to the age range of 1-20
years old.
There were eleven (55%) females and nine (45%) were males.
Table 4. Demographic profile of tourist respondents
PARTICULARS
FREQUENCY
PERCENTAGE
Nationality
German
6
30
Filipino
6
30
French
3
15
British
1
5
Taiwanese
1
5
American
2
10
Swiss
1
5
TOTAL
20
100
Age
1-20
1
5
21- 40
15
75
41- 60
4
20
TOTAL
20
100
Gender
Female
11
55
Male
9
45
TOTAL
20
100
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Reasons of Tourists for Visiting Sagada
Majority (60%) of the tourists visited Sagada mainly for exploration and for relaxation
(45%). Tourists also identified that meeting other people was one of their reasons in coming
to Sagada. This was identified by 30% of the tourists. Some (20%) of the tourists stated
that family travel was their reason to visit Sagada. Few (5%) stated their reason as outreach
program/ educational tours and sports (Table 5).
Source of Information of Tourists about Sagada
Tourists learned about Sagada from friends (75%) who have visited the place and are
frequent visitors themselves. It is notable that Sagada has no official websites operated by
the local government but tourists learned about Sagada from the internet (55%). This
maybe was from the blogs and websites of the locals and others who have posted the
information about Sagada in the internet. Tourists also sourced about Sagada by word of
mouth (15%) and from their relatives (15%). Brochures (10%) were also one of the
reference materials of tourists (Table 6).
Table 5. Reasons of tourists for visiting Sagada
PARTICULARS
FREQUENCY
PERCENTAGE
Exploration (to visit other places)
12
60
Relaxation
9
45
Meet other people
6
30
Family travel
4
20
Outreach programs/ educational tours
1
5
Sports (recreational)
1
5
*Multiple responses
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 6. Source of information about Sagada as a tourist destination by tourists
PARTICULARS
FREQUENCY
PERCENTAGE
Friends
15
75
Internet
11
55
Relatives
3
15
Word of mouth
3
15
Brochures
2
10
Department of Tourism
1
5
*Multiple responses
Frequency of Visit to Sagada by the Tourists
Table 7 shows the frequency of visits to Sagada by the tourist respondents. Fourteen
(70%) of 20 tourists stated that it was their first time to feel the ambiance of Sagada. Fifteen
percent (15%) of the respondents said that it was their second time visiting Sagada; this is
because they want to come back to see the beauty of the place. There were some who
visited the place more than twice.
Reasons why Tourists are Attracted to Sagada
Majority (70%) of the tourists stated that they are attracted to Sagada because of its
natural beauty. Greater percentage (55%) also stated that tourist attractions captured their
eyes. As most of the tourists are foreigners, knowing the culture of the people was also the
reason why they are attracted to Sagada. Inhaling and feeling the cold breeze of fresh air
attracted 10% of the tourists (Table 8).
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 7. Frequency of visit to Sagada by the tourists
FREQUENCY OF VISIT
FREQUENCY
PERCENTAGE
Once
14
70
Twice
3
15
Thrice
1
5
Fourth times and above
2
10
TOTAL
20
100
Table 8. Reasons why tourists are attracted to Sagada
PARTICULARS
FREQUENCY
PERCENTAGE
Natural beauty
14
70
Tourist destinations
11
55
Culture of the people
7
35
Fresh Air
2
10
*Multiple responses
Level of Satisfaction of Tourists on their
Experiences in Visiting Sagada
Table 9 shows the level of satisfaction of tourists on their experiences in visiting
Sagada. The experiences were rated as follows: 4- very satisfactory, 3- satisfactory, 2-
unsatisfactory and 1- very unsatisfactory. On average, tourists rated most of the
experiences as satisfactory. Because of the long waited construction and bad conditions of
the road leading to Sagada, state of roads and signage were rated as unsatisfactory by the
tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 9. Level of satisfaction of tourists on their experiences in visiting Sagada
SATISFACTORY LEVEL
PARTICULARS
MEAN DESCRIPTION
4
3
2
1
F
%
F
%
F
%
F
%
Enjoyable experience on the destination
10
50
9
45
1
5
-
-
3.45
Satisfactory
State of roads and signage made travel easy
-
-
6
30
11
55
3
15
2.15
Unsatisfactory
The attractions are clean
7
35
10
50
3
15
-
-
3.20
Satisfactory
Good souvenirs and crafts are available
5
25
14
70
1
5
-
-
3.20
Satisfactory
Service staffs are competent and helpful
6
30
14
70
-
-
-
-
3.30
Satisfactory
The destination is safe and secure
10
50
8
40
2
10
-
-
3.40
Satisfactory
Legend: 4- Very satisfactory
Range: 0-1.50=Very unsatisfactory
3-Satisfactory
1.51 – 2.50= Unsatisfactory
2- Unsatisfactory
2.51 – 3.50= Satisfactory
1- Very unsatisfactory
3.51 – 4.00= Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Perception of Tourists as to Availability
of Tourist Amenities
Most tourist amenities are found in the central part of the town. The amenities were
rated as follows: 3- available all the time, 2- rarely available and 1- not available at all
(Table 10). On average, accommodation/ lodging houses, tourist guides, source of souvenir
items and restaurants were rated by tourists as available all the time. The table implies that
some tourist amenities like transportation, public toilets, foreign exchange facilities,
destination organizer, recreational facilities and telecommunications needs immediate
attention.
Level of Satisfaction by Tourists on Amenities
Table 11 shows the satisfaction level by tourists on the amenities. The amenities
were rated as follows: 3- very satisfactory, 2- satisfactory and 1- unsatisfactory. On average
most amenities were rated as satisfactory. Accommodation / lodging houses have been
greatly improved with many numbers of different pension inns, transient houses, hotels,
and home stay areas servicing the growing number of tourists. This amenities as well as
tourist guides were rated by the tourists as very satisfactory. As cited by Vanhove (2005),
accommodation sector is the main component of tourism facilities, and for successful
tourism, accommodations must be available in sufficient quantity and quality to match the
demand of travelers who arrive at the destination.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 10. Perceptions of tourists as to availability of tourist amenities in Sagada
AVAILABILITY OF TOURIST AMENITIES
PARTICULAR
MEAN
DESCRIPTION
3
2
1
F
%
F
%
F
%
Accommodation/ lodging houses
17
85
1
5
2
10
2.75
Available all the time
Transportation
4
20
4
20
12
60
1.60
Rarely available
Public toilets
1
5
18
90
1
5
2.00
Rarely available
Tourist guides
18
90
1
5
1
5
2.85
Available all the time
Foreign exchange facilities
4
20
6
30
10
50
1.70
Rarely available
Destination organizer
6
30
11
55
2
10
2.10
Rarely available
Source of souvenir items
14
70
5
25
1
5
2.65
Available all the time
Restaurants
13
65
5
25
2
10
2.55
Available all the time
Recreational Facilities
5
25
11
55
4
20
2.05
Rarely available
Telecommunications
2
10
14
70
4
20
1.90
Rarely available
Legend: 3 - Available all the time
Range: 0 – 1.50=Not available at all
2 – Rarely available
1.51 – 2.50= Rarely available
1 - Not available at all
2.51 – 3.00= Available all the time
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 11. Level of satisfaction by tourists on tourist amenities
SATISFACTORY LEVEL
PARTICULARS
MEAN
DESCRIPTION
3
2
1
F
%
F
%
F
%
Accommodation/ lodging houses
12
60
7
35
1
5
2.55
Very satisfactory
Transportation
2
10
8
40
10
50
1.60
Satisfactory
Public toilets
3
15
14
70
3
15
2.00
Satisfactory
Tourist guides
17
85
3
15
-
-
2.85
Very satisfactory
Foreign exchange facilities
2
10
9
45
9
45
1.65
Satisfactory
Destination organizer
3
15
16
80
1
5
2.10
Satisfactory
Source of souvenir items
5
25
14
70
1
5
2.20
Satisfactory
Restaurants
8
40
11
55
1
5
2.35
Satisfactory
Recreational Facilities
5
25
12
60
3
15
2.10
Satisfactory
Telecommunications
1
5
11
55
8
40
1.65
Satisfactory
Legend: 3- Very satisfactory
Range: 0 – 1.50 = Unsatisfactory
2- Satisfactory
1.51- 2.50 = Satisfactory
1- Unsatisfactory
2.51 – 3.00 = Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Evaluation of Tourists on their Visit to Sagada
Evaluation of tourists on their visit to Sagada is shown in Table 12. The areas were
rated as follows: 5- excellent, 4- good, 3- bad, 2- very bad and 1- not available. Friendliness
of the people in Sagada was rated by the tourists as excellent while personal safety, local
cuisine/ drinks, accessibility to cultural heritage sites, presence of visitor/ tourist info
center, presence of organized excursions, helpful police services, and availability of
shopping centers were rated as good.. Convenience and access to local transport was rated
by the tourist as bad. This may be because of lack of local transportation leading to the
different tourist attractions and tourists have no choice other than to walk.
Tourist Destinations Tourists have Visited
Almost (100%) all of the tourists stated that they have visited Sumaguing cave
which is the most popular tourist attractions in Sagada. Nineteen (95%) out of the 20
respondents said that they visited the hanging coffins wherein tourists saw the burial
grounds of the locals. Fifteen (75%) also visited the huge falls and the cool waters of
Bumod-ok falls. Bokong waterfalls although smaller than Bumod- ok falls is situated
nearer to the town which is usually a past time of some locals was visited by almost 70%
of the tourists. Marlboro country/ mountain, echo valley, terraces, Calvary, rocky valley
and Lake Danum were also visited by the tourists (Table 13).
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 12. Evaluation of tourists on their visit to Sagada
EVALUATE
PARTICULARS
5
4
3
2
1
MEAN
DESCRIPTION
F
%
F
%
F
%
F
%
F
%
Presence of personal safety
9
45
10
50
1
5
-
-
-
-
4.40
Good
Friendliness of the people
13
65
6
30
1
5
-
-
-
-
4.60
Excellent
Local cuisine/ drinks
6
30
11
55
3
15
-
-
-
-
4.15
Good
Accessibility to cultural heritage sites
5
25
14
70
1
5
-
-
-
-
4.20
Good
Presence of visitor/ tourist info center
10
50
8
40
2
10
-
-
-
-
4.40
Good
Presence of organized excursions
2
10
11
55
6
30
-
-
-
-
3.60
Good
Helpful police services
4
20
13
65
2
10
1
5
-
-
4.00
Good
Availability of facilities for tourists
3
15
11
55
6
30
-
-
-
-
3.85
Good
Availability of shopping centers
3
15
7
35
8
40
2
10
-
-
3.55
Good
Convenience and access to local
1
5
7
35
9
45
3
15
-
-
3.30
Bad
transport
Legend: 5- Excellent
Range: 0-1.50=Not available
4-Good
1.51 – 2.50= Very bad
3- Bad
2.51 – 3.50=Bad
2- Very bad
3.51 – 4.50= Good
1- Not available
4.51 – 5.00= Excellent
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 13. Tourist destinations tourists have visited
PARTICULARS
FREQUENCY PERCENTAGE
Sumaguing cave
20
100
Bokong waterfalls (small falls)
14
70
Bumod-ok waterfalls (big falls)
15
75
Echo valley
14
70
Hanging Coffins
10
50
Calvary
8
40
Rocky valley
7
35
Terraces
10
50
Marlboro country/ mountain
12
60
Lake danum
6
30
*Multiple responses
Level of Satisfaction of Tourists on the
Visited Tourist Destinations
Table 14 shows the level of satisfaction of tourists on the visited tourist attractions.
The attractions were rated as follows: 4- very satisfactory, 3- satisfactory, 2 - unsatisfactory
and 1 – very unsatisfactory. On average, Sumaguing cave and Marlboro country/ mountain
were rated by the tourists as very satisfactory. Bokong waterfalls, Bumod-ok waterfalls,
echo valley, hanging coffins, Calvary, rocky valley, terraces and Lake Danum were rated
satisfactory by the tourists.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Table 14. Level of satisfaction of tourists on the visited tourist attractions
SATISFACTORY LEVEL
PARTICULARS
MEAN
DESCRIPTION
4
3
2
1
F
%
F
%
F
%
F
%
Sumaguing cave
16
80
3
15
1
5
-
-
3.75
Very satisfactory
Bokong waterfalls (small falls)
2
10
10
50
2
10
-
-
3.00
Satisfactory
Bumod-ok waterfalls (big falls)
6
30
8
40
1
5
-
-
3.33
Satisfactory
Echo valley
6
30
8
40
-
-
-
-
3.43
Satisfactory
Hanging Coffins
9
45
7
35
3
10
1
5
3.37
Satisfactory
Calvary
3
15
2
10
3
10
-
-
3.00
Satisfactory
Rocky valley
3
15
3
15
1
5
1
5
3.43
Satisfactory
Terraces
5
25
4
20
1
5
-
-
3.40
Satisfactory
Marlboro country/ mountain
11
55
1
5
-
-
-
-
3.92
Very satisfactory
Lake danum
3
15
2
10
-
-
-
-
3.00
Satisfactory
Legend: 4- Very satisfactory
Range: 0- 1.50=Very unsatisfactory
3-Satisfactory
1.51 – 2.50= Unsatisfactory
2- Unsatisfactory
2.51 – 3.50= Satisfactory
1- Very unsatisfactory
3.51 – 4.00= Very satisfactory
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Suggestions of Tourists to Sustain
Sagada as a Tourist Destination
Table 15 shows the suggestions of tourists to sustain Sagada as a tourist destination.
Tourists suggested that more public transport and public toilets should be added/ increased
as to keep the attractions more accessible. A few also suggested the following: preserving
the natural beauty; establish recycle bins in the site so that the tourists and locals should
dispose their garbage on the proper way; roads / pathways going to the tourist attractions
should be improved and putting more signage in the site can be more helpful to tourist find
their way.
Table 15. Suggestions of tourists to sustain Sagada as a tourist destination
PARTICULARS
FREQUENCY PERCENTAGE
More public toilets
3
15
More public transports
3
15
Preserve the natural beauty
2
10
More recycle bins in the site
2
10
Improve roads/paths going to the tourist attractions
2
10
Put more signage in the sites
1
5
*Multiple responses
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
There were four sets of respondents namely the local government units, business
owners, tourists and tour operators.
This study was conducted last July to August, 2012 in Sagada, Mt. Province. It was
conducted for the following objectives: to identify the roles and functions of local
government units, business owners, tourists and tour operators in promoting sustainable
tourism; to identify the plans/ programs of the local government units on tourism; to
determine the reasons that attracted tourists in visiting Sagada; to determine sources of
information of tourists about Sagada; to determine the number of times tourists have visited
Sagada; to determine the experiences of tourist in visiting Sagada and the level of
satisfaction of tourists on the amenities; to determine the tourist amenities in Sagada; to
identify how do tourists evaluate their stay in visiting Sagada; to determine the tourist
destinations visited by the tourists in Sagada; and to identify the suggestions of tourists to
improve the sustainability of tourism in Sagada.
Forty five respondents (20 tourists, 10 business owners, 10 local government units,
5 tour operators) in Sagada Mt. Province were interviewed using questionnaires. Secondary
data were obtained from the mayor’s office and from the tourist information center.
The following summarizes the results of the study: the degree of importance on the
dimensions of sustainable development as perceived by local government units were found
very important by the local government units. Municipal ordinances were passed by the
municipal government to lessen some problems related to tourism which is encountered by
the town of Sagada. The degree of importance on the dimensions of sustainable
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
development as perceived by business owners were found important. These were
sponsoring / supporting community action or group and providing or promoting
authentically traditional food and drink. Responsibilities of business owners also to provide
waste bins on their establishment and make their surroundings free from wastes. The
degree of importance on the responsibilities of tour operators were found very important
by the tour operators.
Tourists who visited Sagada were foreign and local tourist, majority of the tourists
were foreigners especially Europeans. The main reasons of the tourist for visiting Sagada
were for exploration and relaxation. The tourists’ sources of information were from their
friends. The tourists visiting Sagada were first timers. The main reason why tourists were
attracted to Sagada was its natural beauty. The experiences tourist found most unsatisfied
was the state of road and signage. The tourist amenities found most available by tourists
are accommodation/lodging houses, tourist guides, source of souvenir items and
restaurants. The tourist amenities that the tourists found as very satisfactory are
accommodation and tourist guides. The areas evaluated to be positive by tourist in their
visit to Sagada were the people being friendly, presence of personal safety, local cuisine/
drinks, accessibility to cultural heritage sites, presence of visitor/ tourist information center,
presence of organized excursions, helpful police services and availability of shopping
centers. The tourist attractions that the tourists found as very satisfactory were Sumaguing
cave and Marlboro country.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
Conclusions
Based on the findings of the study, the following are drawn:
1. Tourism widens the perceptions and understanding of people as it
helps the stakeholders strengthen their own roles and functions;
2. Tourists visit Sagada mainly for exploration or visiting other places.
3. The natural beauty of Sagada was the one that attracted most of the
tourists;
4. Sumaguing cave was the most visited tourist destination; and,
5.
Sagada’s tourism industry is hampered by the lack of convenient public
transportation.
Recommendations
Based on the findings of the study, the following are drawn:
1. Improvement of roads and public utilities like public toilets,
transport and recycle bins;
2. Materials and promotional tools about Sagada as a tourist
destination should be developed. Constructing a website should be done to
attract more tourists; and,
3. Provide amenities such as local transport going to and from the
tourist destinations.
Sustainable Tourism Industry: The Case of Sagada, Mountain Province |
BADONGEN, IRENE P., OCTOBER 2012
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