PROPOSED ECO-ADVENTURE TOURISM TRAVEL AGENCY:

A FEASIBILITY STUDY

A Special Paper

Presented to

The Faculty of the College of Graduate Studies

Central Philippine University

Iloilo City

In Partial Fulfillment

of the Requirements for the Degree

Master in Business Administration

EVELYN PEARL A. ARROYO

 CHAPTER I

INTRODUCTION

Background and Rationale of the Study

In the last two decades, there has been a distinct shift in tourism trends from the

mass beach tourism that characterised the 1970s and ‘80s, to more specialised and diverse

tourism. With increased public awareness and concern for the environment, there has also

developed a corresponding growth in popularity of travel to sites of natural interest.

Nature and wildlife tourism now account for 7 per cent of all tourism, and are the fastest

growing segments of the industry. (www.devalt.org)

Interest in ecotourism has been on the rise, as tourists from around the world

began to appreciate the beauty of nature, which abounds in tropical archipelagos such as

the Philippines. International visitor arrivals to the Philippines rose 1.5 percent year-on-

year to a record 3.14 million in 2008 despite the global economic downturn, thanks to the

rising interest for ecotourism among Europeans who are drawn to the country's natural

wonders. The Tourism Department said new tourist products in the market such as diving

and bird watching provide impetus to stimulate awareness of the country's tourist

potentials and bring in high-value visitors, with greater propensity to stay longer and

spend more. The department has been promoting the Philippines as a diving mecca and

bird watching paradise in Europe. Despite the decline in arrivals from traditional markets

(Korea, US, and Japan), international visitor arrivals to the Philippines managed to grow

1.5 percent to a new record of 3.14 million in 2008 from 3.09 million in 2007. "The last
four years has been the Renaissance period of Philippines tourism," said Durano. "But the

best has yet to come for Philippine tourism." (www.enjoyphilippines.com)

The Philippines is starting to develop its strength on ecotourism as the

Department of Tourism

The Philippines provides many options for eco activities:

trekking/hiking/mountaineering, bird and other wildlife watching, diving and snorkeling,

caving, kayaking/canoeing/rafting, and surfing.

Philippines ecotourism is varied and unlimited. The Department of Environment and

Natural Resources (DENR), Department of Tourism (DoT), ABS-CBN Foundation, Inc.’s
Bantay Kalikasan, and Conservation International Philippines have agreed to work
together for the promotion of the “Magandang Pilipinas”, a project that will boost up
the country’s ecotourism and as a world-class ecotourism destination.

The pilot ecotourism project sites have been identified as a high ecotourism potential
with beautiful scenic attractions and are endowed with rich biodiversity. These sites
are mostly protected area in the Philippines. Under the agreement, the parties
agreed to manage existing and pre-identified ecotourism sites in the Philippines and
promote specific ecotourism sites.

The sites include the Verde Island Marine Passage Corridor in Batangas (center of the
center of marine shorefish biodiversity’); Puerto Princesa Subterranean River National
Park (underground river); Donsol, Sorsogon (whale shark watching); El Nido, Palawan
(marine protected area and limestone karst); Tubbataha National Marine Park (coral
reef); Banawe Rice Terraces, Ifugao; Mayon Volcano, Albay; Pamilacan, Bohol;
Hundred Islands, Alaminos, Pangasinan; Sapang Bato, Angeles City, Pampanga; Lake
Sebu, South Cotabato.

http://www.directoryofphilippines.com/blog/?p=17

DOT launches adventure tourism

05/08/2008 | 03:20 AM

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CITY OF SAN FERNANDO - The Department of Tourism (DOT) under Secretary Joseph Ace
Durano is set to embark on a nationwide campaign to increase awareness and promote the
country's adventure and ecotourism destinations and activities, said DOT Regional Director
Ronaldo Tiotuico.

Tiotuico said the tourism chief intends to absorb a bigger slice of the adventure and
experiential travel market and consequently position the country as an adventure destination
in Asia.

Dubbed Adventure Philippines Campaign, the program aims to create positive awareness for
the Philippines as an exciting outdoor travel destination, to educate the industry stakeholders
(tour operators/travel agents, guides, suppliers, outdoor recreational clubs or societies) on
adventure travel and its potentials, and to foster or strengthen networking capacity and
working relationship between travel service providers and suppliers.

To provide tourism stakeholders and major players an overview of the outdoor recreation
industry and its potential for job-generation and social and economic benefits, the tourism
department is set to conduct a seminar on the fundamentals of Adventure Tourism 101 slated
for June 3-5, 2008 at Hotel Stotsenberg, Clark Freeport Zone, Pampanga. The conference is
organized by the Philippine Convention & Visitors Corp., in cooperation with the Recreational
Outdoor Exchange (R.O.X.). Partnering with DOT are the Adventure Travel Trade Association
(ATTA) and Philippine Airlines (PAL).

Participants in the seminar are set to hold actual adventure travel to the wilds and rainforests
of Subic Bay Freeport in Zambales on June 5 where they are bound to try the famous jungle
safari, canopy ride and slide for life amidst thick vegetation and wildlife sanctuary.

Administrator Armand Arreza of Subic Bay Metropolitan Authority (SBMA) will sponsor the
one-day safari.

A registration fee of P2,500 will be assessed each participant to cover cost of food and snacks
for the duration of the seminar, seminar kit, including food and snacks, and transportation
during the post-seminar activity at Subic Bay Freeport. Hotel accommodation and other
incidental expenses will be shouldered by the participants. -
http://www.gmanews.tv/story/93952/DOT-launches-adventure-tourism

Monday, October 06, 2008

Adventure tourism is RP's newest jewel

ADVENTURE tourism is slowly but effectively gaining grounds in the country blessed with

numerous attractive natural resources that beckon the adventure spirit of visitors notwithstanding

calamities and other destructions surrounding the area.

Department of Tourism (DOT)-Northern Mindanao Director Catalino Chan pointed this out during

the second day of the 9th national convention of the Association Tourism Officers of the

Philippines (Atop) in Iloilo City.

What's your take on the Mindanao crisis? Discuss views with other readers

Chan founded the Atop in 2001 to mobilize tourism officers, especially in the countryside, to show

off and market the many tourism potentials of their own place. Today, Atop is a major tourism

industry player in the country.

Chan, a former provincial tourism officer of the province of Camiguin, said adventure tourism is

rising to the challenge of climate change from aquatic to highland sports.

However, challenges posed by adventure tourism must be met by tourism officers in order to sell

and promote the locality as a major tourist destination. These cover affordability, accessibility,

communication facilities, no language barrier and diverse people and culture in 7,017 islands.

The future is bright on tourism with the emergence of the cruise industry, eco adventure and

cultural tourism, the rise of health care facilities, destinations targeted for children, rise of male

influences and gay travel fair, and a hectic 10-day travel package.

Chan told more than 500 tourism officers the advantages of adventure tourism in the use of

natural resources and in increasing awareness of bio-diversity to give livelihood opportunity for

the community. (Lydia C. Pendon)

http://www.sunstar.com.ph/static/ilo/2008/10/06/news/adventure.tourism.is.rp.s.newe

st.jewel.html
Ecotourism
sites

Foreign travel agencies that attended the recently concluded Phitex

Philippine Travel Exchange or Phitex 2009 have agreed to
promote the Philippines as an ecotourism destination.

Xpert Holidays, a dynamic travel company from Hong Kong

which provides personal & professional services to people who are
looking for adventurous, exotic and unique holidays, said it will include the Philippines in
the promotion of ecotourism to their segment.

“The Hong Kong market is high on eco-travels, and we respond to this by offering one-of-
a-kind tours. We have found that the Philippines appealed to a wide range of clients,”
said Chi Ping Phoebe Tang, assistant operations manager.

“The Philippines is a good place to start educating people on responsible travel; where
one’s ‘save the earth’ advocacy can truly be nurtured,“ Tan added, citing El Nido,
Palawan, as one of the most beautiful places she’s ever been to, and a destination widely
popular with families in Hong Kong.

Hoi Kuen Wong, the market representative of the Tourism Department in Hong Kong.
Macau, and South China, noted that the Philippines has steadily gained a following on
ecotourism, with beaches and adventure trails all over the islands, such as Palawan,
Bohol, and the Cordillera.

“We are confident that the Philippines' growth in tourism can surpass that of the previous
years," Wong added.

Phitex 2009 attracted 205 foreign buyers - carefully selected and matched with a
formidable list of sellers in the country, offering expert market knowledge and appropriate
travel services and products. Held at the SMX Convention Center, the Phitex allowed for
dedicated sessions that ensured fruitful meetings, bookings, and partnerships.

After the business-to-business appointments and the Philippine Travel Mart, the buyers
attending the Phitex will be brought to post-tours around the country, highlighting eco-
adventures in Palawan, Bohol, and Cebu.
 Tess Mauricio, OIC for Travel Trade Promotions
of the Philippine Convention and Visitors
Corporation said the plan is to let the foreign
buyers experience first-hand the unique adventures
in the country, to further allow them to promote the
Philippines as a multi-faceted destination.

Tourism Secretary Ace Durano said Phitex 2009 is

the largest yet, with intensive business appointments lined up for the most influential
buyers from different market segments.

“In light of the economic scenario and the issues of global warming and climate change,
we continue to position the Philippines as an ecotourism destination. Our natural wonders
are what we could be proud of the most, with our unspoilt beaches, pristine rainforests,
vast mountains, and numerous islands,” Durano added.

“As we persist in moving the Philippines forward in ecotourism efforts, we enjoin

travelers to not only explore the many marvels of the country, but more importantly, help
in preserving them through responsible tourism," the tourism chief said.

The markets were all well-represented in Phitex, with key buyers from Asian countries
such as India, Japan, Korea, Hong Kong, China, Taiwan, Malaysia, Singapore, Thailand,
and Vietnam. Oceania was also represented with New Zealand and Australia.

European buyers from Denmark, Finland, France, Germany, Greece, Italy, Russia, Spain,
Switzerland, Turkey, Ukraine, and the United Kingdom comprised the biggest delegation.
The fast growing Middle East market was also represented by companies from the United
Arab Emirates; and retailers and wholesalers from Canada and the United States were also
in the roster of buyers.

Undersecretary for Tourism Planning and Promotions Eduardo Jarque, Jr. said that despite
the seeming global challenges, the country’s tourism industry has remained vibrant, with
all sectors working together to stimulate activity and movement.

“There is no better time to visit the Philippines than now. We have more destinations
beyond the usual; and more flights around the country,” Jarque said.

Walter Sultan, Phitex Secretary-General, said Phitex 2009 has been envisioned as a
profitable and fruitful undertaking for both buyers and sellers, to discuss business
relations for tourism. "Aside from the intensive appointments, we continually enjoin
foreign buyers to continue to discover the wonders of the archipelago and experience the
warmth of Filipino culture,” Sultan said.
Objectives of the Study

Generally, this study aims to determine the feasibility of operating an eco-

adventure tourism travel agency in Iloilo City. Target destination areas are municipalities

and provinces in Panay that can offer nature-based tourism activities to the visitors.

Specifically, this study aims to determine the different areas of the business,

namely its marketing, management, technical, legal, taxation, socio-economic and

financial aspects.

http://www.enjoyphilippines.com/Spotlight/ecotourism-sites.html

Specific Objectives

Marketing Aspect

1. To determine the degree of willingness of prospective clients for eco-adventure

tours.

2. To determine eco-adventure activities prospective clients prefer.

3. To determine the amount prospective clients are willing to spend for eco-

adventure tours.

4. To determine a market niche for the proposed eco-adventure tourism travel

agency.

Financial Aspect
 To determine the total amount needed as capital, Net Present Value, Payback

Period, Liquidity, Return on Investment and Financial Leverage of the project as a

basis for financial analysis.

Management Aspect

To present the form of business, organizational chart, job specifications,

description and compensation scheme of workers.

Legal Aspect

To determine the mandatory and statutory requirements needed for starting the

business and for its continuous operation.

Taxation Aspect

To determine the tax dues and schedule of payment for a sole proprietorship.

Socio-Economic Aspect

To determine the contribution of the business to the community.

Operational Definition of Terms

Ecotourism. Ecotourism is an enlightening nature travel experience that

contributes to conservation of the ecosystem, while respecting the integrity of host

communities” (Wight 1996). The official Philippine definition of ecotourism, as adopted

by the National Ecotourism Development Council, is that it is “a form of sustainable

tourism within a natural and cultural heritage area where community participation,

protection and management of natural resources, culture and indigenous knowledge and
practices, environmental education and ethics as well as economic benefits are fostered

and pursued for the enrichment of host communities and satisfaction of visitors”

Significance of the Study

The Clients. Clients will be able to experience new places offering nature-based

activities. In addition, the visitors will learn more about biodiversity, and will be able to

help out in environmental conservation through the activities imbedded into the travel

packages.

The community. Jobs will be made available to the locals. The proposed travel

agency will work with the locals in providing for the services and products (specifically

in the form of souvenirs) needed or requested by the tourist. Also, the environment of the

host community will further be conserved with the help of the tourists.

Others. The results of this study may be used as a basis for future researchers.

Scope and Limitation

The target respondents were college students from three Universities namely

Central Philippine University, . College student

respondents were enrolled during first semester of school year 2010-2011.

 CHAPTER II

RELATED LITERATURE

The Changing Tourism Industry

Tourism is the second largest industry on the planet, after the industrial military

complex. The Madrid based World Tourism Organization’s (WTO) most recent figures

show that there were 595 million travelers worldwide in 1997. These spent about US

$425 billion. The number of tourist "arrivals" in the world is expected to grow at a rate of

4.3% during the next 20 years, while expenditure will grow by 6.7%. Tourism comprises

7% of the world trade in goods and services. However, the nature of tourism is changing

and travelers are changing, too. The 60’s and 70’s brought a new awareness of our planet

and of ourselves. In the 80’s environmentalists managed to have their concerns included

in the national agendas in most nations. This thirst to better understand the world we live

in and to become environmentally involved and responsible has powered a demand for

culture and nature based experiences. In the 90s this demand is definitely on the rise.

Travelers seek to have real contact and make direct contributions to parks and protected

areas and to the preservation of endangered species, as well as to the communities who

live close to them. Before setting out they carefully study offers that are both friendly

with the environment and respectful of the people and local traditions. This "purposeful

travel" as the ECOTOURISM SOCIETY, based in Vermont, defines ecotourism has the

potential to transform the way we "understand culture and natural history of the

environment, taking care not to alter the integrity of the ecosystem while producing

economic opportunities that make the conservation of natural resources beneficial to local
people." It is also transforming the way we do business. A responsible ecotour operator

or ecolodge owner should be able to quantify these economic opportunities while offering

authentic, educational and experiential trips. Babyboomers, now in their mid 30’s to their

50’s, want to meet real people and see real places. They prefer jungles, rivers and caves

to the props, traps and souvenirs of a consumer oriented trip to a "traditional" destination.

Advertising for small groups to walk on the Himalayas with Sherpas or walk through the

Maya jungle with the Lacandones is more appealing to those with an environmental

consciousness than Vegas. The eco-operator knows this. Statistically, ecotourism is

considered a specialty segment within the broader nature tourism market, which

represents 7% of all tourism. In recent years, the latter has become the industry’s fastest

growing segment, increasing at an annual rate of 30%, according to the Stanford

Research Institute. (www.ecotourism-adventure.com)

Defining Nature-based Tourism

Nature-based tourism is any type of tourism that relies on attractions directly

related to the natural environment. Accordingly, ecotourism is a sub-set of nature-based

tourism, allowing for the supplementary portion of ecotourism that focuses on the

cultural attributes of a destination and the cultural influences on the natural environment.

Other categories of nature-based tourism include 3S tourism (sun, sea and sand),

adventure tourism, wildlife tourism, captive tourism (i.e. zoological parks, botanical

gardens, aquariums and aviaries), extractive tourism (e.g. hunting and fishing) and some

types of health tourism. Unlike ecotourism, none of these is explicitly required to have a

learning component or a mandate to be managed with sustainability objects on mind.

 Nature-based
tourism

Ecotourism

Adventure-tourism

To qualify as adventure ecotourism, an activity or product generally incorporates

three components: an element of risk, higher levels of physical exertion, and use of

specialized skills to participate successfully and safely in the activity. Some forms of

ecotourism (especially those that occur in a wilderness or marine environment) meet

these requirements and hence qualify as adventure tourism. However, for several reasons,

most adventure tourism does not qualify as ecotourism. First, adventure tourism

attractions are not always nature-based, as indicated by the popularity of off-beat travel

guides such as Fielding’s The World’s Most Dangerous Places, which features

destinations beset by civil war and other conflict. Second, as with nature-based and

wildlife tourism in general, adventure tourism has no inherent requirement of

sustainability, although many adventure tourism businesses operate in a sustainable way.

The third and arguably most important distinction between adventure tourism and

ecotourism concerns the nature of the interaction between the participant and the

attraction. While ecotourists seeks a learning/ educational experience, adventure tourists

primarily desire an environment that facilitates the risk, challenge and physical exertion
that they seek. Steep mountain slopes and white water are valued as venues more for the

thrills and challenges that they offer than for the opportunities they provide for studying

nature in such specialized settings. The figure below shows ecotourism’s overlapping

relationship with adventure tourism, which is similar to its link with cultural tourism

except that the extent of the overlap is not as great. This is because only a small portion

of all ecotourism activity entails the level of risk, exertion and skill that characterizes

adventure tourism, even after allowing for the fact that perceptions of physical challenge

are subjective. A mundane experience for a seasoned sea kayaker, for example, may be a

highly challenging adventure for a person with physical disabilities. (David Weaver,

Ecotourism, 2008 John Wiley and Sons Australia, Ltd)

Adventure
Ecotouris Ecotouris
m m
 Nature-based tourism

Adventure Ecotourism 3S Captive Extractive Health

Abseiling Aboriginal tourism Beachcombing Aquariums Berrypicking Mudbathing

Cave diving Birdwatching Boating Aviaries Fishing Nature retreats
Caving Celestial tourism Sailing Arboretums • Catch and Spas
Cliff diving • Comets Sea-dooing Botanical gardens release
Dogsledding • Northern lights Sunbathing Garden tours • Deep sea
Downhill skiing • Skygazing Surfing Wildlife parks • Fly fishing
Four-wheel driving • Stargazing Swimming Zoos • Freshwater
Hang-gliding Flower gazing Waterskiing • Ice fishing
Heli-skiing Leaf-peeping Windsurfing • Off-shore
Ice sailing Nature • Spearfishing
Mountain biking observation Fossicking
Mountaineering Nature Gold Panning
Paragliding photography Hunting
Pearl diving Outdoor
Rock climbing • Big game
education • Small game
Sea kayaking Outdoor research
Snowmobiling Mushroom picking
Stargazing
Whitewater rafting Whale watching
Wilderness flights
• Onshore
• Vessel-based
Wolf-calling

Canoeing
Cross-country skiing
Horseback riding
Camel trekking
Safaries
Scuba-snorkeling
Trekking
Interactive whale watching
Hiking/ bushwalking
The Ecotourist Market

Ecotourists may be defined as those who seek nature-based learning experiences

and behaving as much as possible in an environmentally and socioculturally sustainable

manner, and as such they constitute a subset of the green traveler market. Ecotourists are

regarded as a type of geotourist. However, as with green travel in general, Ecotourists

are not a homogenous market but display a range of motivation, behavior and other

characteristics that entail variable levels of anthropocentrism and biocentrism. Market

segmentation is the process whereby a market such as ecotourists is divided into

distinctive subcomponents or market segments (whose members share common traits) so

that appropriate and cost-effective ‘target’ marketing, product development and

management strategies can be formulated for each. Through market segmentation,

marketing and management efforts can be focused in the most efficient way to serve

existing customers, to attract new customers who are similar to existing clientele and to

identify underrepresented markets for potential recruitment. With regard to ecotourism,

market segmentation can be conducted at two levels. The first is to determine how

ecotourists differ from consumers and tourists in general and the second is to identify

distinctive ecotourist subgroups. Several standard criteria are used in market

segmentation, including motivation, attitude and behavior, geographic location and

demographics.

Motivation, Attitude and Behavior

Motivation, attitude and behavior are often considered separately, but are

combined here because (a) motivation and attitude influence behavior and (b) together
they comprise the underlying dynamics of the ‘hard’ to ‘soft’ spectrum. The idea of such

a continuum is implicit in the array of definitions, which range from very rigid and

prescriptive (i.e. hard) to more liberal (i.e. soft), and is also evident in the tourism

literature.

Hard ecotourists

The hard ecotourist ideal type is associated with a strongly biocentric attitude that

entails a deep commitment to environmental issues, a belief that one’s activities should

enhance the resource base, and a desire for a deep and meaningful interaction with the

natural environment. As such, hard ecotourists are found at the more extreme

environmentalist end of the population curve. These motivation and attitudes give rise to

a preference for physically active and challenging experiences that involve close personal

contact with nature and do not require on-site services or facilities. In terms of trip

characteristics, hard ecotourists prefer as much as possible making their own travel

arrangements, small group travel, and specialized trips that require enough time to reach

the relatively undisturbed natural venues that they prefer. A ‘strong sustainability’

philosophy underlies such hard ecotourisn venues and activities. Volunteer activity

constitutes a distinctive form of hard ecotourism that is closely aligned with

comprehensive ecotourism.

Soft ecotourists

Soft ecotourists display significant anthropocentric tendencies and hence tend to

be dominated by the veneer environmentalist segment. Their commitment to

environmental issues is not as deep as that of hard ecotourists, their attitudes are more

suggestive of steady state rather than enhancive sustainability, and their desired level of

engagement with the natural environment is relative shallow, suggesting an alignment

with minimalist ecotourism. The preferred experience of a soft ecotourist is physically

less taxing and supported by accommodation, eating and toilet facilities, parking lots and

other services. Large group travel is common, and soft ecotourists do not mind being in

company of other soft ecotourists, as they have a much higher crowding threshold than

hard ecotourists. The soft ecotourist typically engages in ecotourism as one component of

a multi-purpose trip, thereby producing short duration experiences that are often on a

day-only basis. To the extent that they seek involvement and learning experiences

associated with nature, soft ecotourists are alleged to prefer mediation, whether through

guided tours, interpretation trails, or interpretive centers. The soft ecotourist is also more

likely to have travel arrangement made formally through travel agencies and tour

operators. In essence, soft ecotourists are mass tourists who enjoy tangential contact with

the natural environment often as a diversion from beach-based or other conventional

forms of tourist activity. All these traits indicate also that a ‘weak sustainability’

approach is commonly encountered in sot ecotourism venues and activities.

Sociodemographic Criteria

Two main observations are pertinent with respect to the relationship between

gender and ecotourism. The first concerns the increasing ‘feminization’ of the sector.

Most (although not all) ecotourist surveys conducted in the early 1990s or earlier

revealed a pattern of disproportionately high male representation. For example, studies

show that in the early 1980s 73 percent of committed bird watchers were male, and males

account for 55 percent of sampled Canadian ecotourists travelling in Costa Rica in the

late 1980s. The opposite tendency has been observed since the mid-1990s. It has been

found that females accounted for 57 percent of occasional and 54 percent of frequent

ecotourists in the United Kingdom. Similarly, females accounted for 62 percent of

respondents to the 1999 survey of ecotourism lodge consumers in Queensland’s

Lamington National Park and notably, 73 percent of the cluster with the highest

biocentric tendencies. A comprehensive study of major markets

Characteristics of the hard and soft ecotourists as ideal types

HARD SOFT
(active, deep) (passive, shallow)

The ecotourism spectrum

Strong environmental commitment………………………….... Moderate or superficial

environmental commitment
Enhancive sustainability……………………………..………… Steady state sustainability
Specialized trips………………………………………………….…….Multi-purpose trips
Long trips …………………………………………………………………….... Short trips
Small groups…………………………………………………………………Larger groups
Physically active………………………………………………………...Physically passive
Physical challenge…………………………………………..……………Physical comfort
No services expected……………………………………………...……..Services expected
Deep interaction with nature .……………………………. Shallow interaction with nature
Emphasis on personal experience……………………………...…..Emphasis on mediation
Make own travel arrangements ………………………….... Rely on travel agents and tour
operators

Ecotourism in the Philippines

 Interest in ecotourism has been on the rise, as tourists from around the world

began to appreciate the beauty of nature, which abounds in tropical archipelagos such as

the Philippines. International visitor arrivals to the Philippines rose 1.5 percent year-on-

year to a record 3.14 million in 2008 despite the global economic downturn, thanks to the

rising interest for ecotourism among Europeans who are drawn to the country's natural

wonders. The Tourism Department said new tourist products in the market such as diving

and bird watching provide impetus to stimulate awareness of the country's tourist

potentials and bring in high-value visitors, with greater propensity to stay longer and

spend more. The department has been promoting the Philippines as a diving mecca and

bird watching paradise in Europe. Despite the decline in arrivals from traditional markets

(Korea, US, and Japan), international visitor arrivals to the Philippines managed to grow

1.5 percent to a new record of 3.14 million in 2008 from 3.09 million in 2007. "The last

four years has been the Renaissance period of Philippines tourism," said Durano. "But the

best has yet to come for Philippines tourism." Recently, the Philippines was featured as

the Destination of Honor at the Paris Dive Show, signifying the French market's renewed

interest in the country. Tourism Secretary Ace Durano also hopes that bird watching will

sustain the dramatic growth in European spending in the country.

(www.enjoyphilippines.com)

In Western Visayas’ Tourism Action Plan, Antique and Aklan/ Boracay has been

identified as focus areas for nature-based tourism (resort, ecotourism and adventure

tourism) development. The United Nations, in declaring 2002 as the International Year

for Ecotourism, has acknowledged that “there is not a universal definition of ecotourism.”
Nevertheless, it attempts to provide some parameters for ecotourism by describing its

general characteristics as:

• All nature-based forms of tourism whose main motivation is the observation and

appreciation of nature as well as the traditional cultures prevailing in natural areas.

• It contains educational and interpretation features.

• It is generally, but not exclusively, organized for small groups by specialized and

small locally owned businesses. Foreign operators of varying sizes also organize,

operate, and/or market ecotourism tours, generally for small groups.

• It minimizes negative impacts upon the natural and socio-cultural environment.

• It supports the protection of natural areas by:

− generating economic benefits for host communities, organizations, and authorities

managing natural areas with conservation purposes;

− providing alternative employment and income opportunities for local communities;

− increasing awareness of the conservation of natural and cultural assets among

locals and tourists alike.

 A Comparison of Shallow vs. Deep Ecotourism
Shallow Ecotourism
Surface understanding of a
Experiencing the
culture; tourists are spectators of
culture of the host
cultural traditions,
community
performances, and artifacts.
Western standards of safety,
comfort, and hygiene are
Tourist service
maintained where possible;
standards
tourist may want to consume
western food and drink.
Preference for “pristine” natural
enclaves may result in
Preserving the
preservationist policies where
quality of the
humans (including indigenous
natural resource
peoples) are excluded from
natural areas.
The value(s) of
Instrumental valuation of nature
Nature
Deep Ecotourism
Visitors ask more searching
questions about human life and
society; tourists gain meaningful
understanding of culture by
immersion (when appropriate)
and/or self education.
Tourist does not require
western-oriented comforts
(especially if these put a strain
on local resources); tourists may
want to try local dishes as part
of the cultural learning.
Tourist destination need not be
preserved and protected from the
influence of humans as long as
human activity is integrated with
efforts to maintain biodiversity
and ecological integrity of land.
Recognition of intrinsic values
of all elements of nature (not
just those needed by humans)

Acott et al. (1998), A Framework for Classifying Ecotourism Initiatives in the Philippines
Ramon Benedicto A. Alampay and Carlos Libosada

Summary of Ecotourism Programs in the Philippines

By Location and By Type of Tourism Resource Base
 Tourism Region Region
Resource* Luzon Visayas Mindanao Total
Marine ecosystem 36 38 17 91
Terrestrial 66 25 23 114
Freshwater 36 15 24 75
Cultural sites 23 7 2 32
Manmade 3 4 3 10
Total 164 89 69 322
*Categories:
Marine – marine-protected areas, coral reefs, islands, beaches, bays
Terrestrial – mountains, volcanoes, caves, trails, forest areas
Freshwater – lakes, rivers, hot and cold springs, waterfalls
Cultural – churches, historic sites, festivals
Manmade – urban parks, reforestation sites

Examples of Ecotourism Sites or Programs

Identified For Each Type of Tourism Resource Base

Resource Base Example of Ecotourism Sites and Programs

Marine • El Nido Protected Areas – Palawan
Ecosystem • Whale shark watching - Donsol, Sorsogon
• Boracay Island – Aklan
• Danjugan Island and reef system – Negros Oriental
• Agoo-Damortis Seashore – La Union
Terrestrial • Mt. Pinatubo – Pampanga/Tarlac
• Calbiga Caves – Samar
• Chocolate Hills – Bohol
• Mt. Apo – Davao
Freshwater • Paoay Lake – Ilocos Norte
• Tinago Falls – Iligan City
• Governor’s Rapids – Quirino
• Siraan Hot Spring – Antique
Cultural Sites • Cape Bojeador Lighthouse – Ilocos Norte
• Banaue/Ifugao Rice Terraces – Ifugao
• Guling-Guling Festival – Ilocos Norte
• Farm Tourism Village – Tangalan, Aklan
• Capas Death March National Monument – Tarlac
Manmade • San Jose Ecotourism Park – Tarlac
• Bucari-Aganan Reforestation – Iloilo
Ecotourism programs based on terrestrial resources (e.g., mountains, forests,

caves) represent the single largest grouping with 91 items on the list (Table 3). This
accounts for more than a fourth of the entries in the list. Combined with some 75

freshwater resource- based projects (e.g., lakes, rivers, falls), the inland ecotourism

destinations represent about half (52 percent) of the national inventory. However, the

predominantly island-based nature of the tourist product in the Visayas is reflected by the

fact that marine ecosystem programs comprise its largest grouping. About half (164) of

the programs on the list are found in Luzon (which includes Palawan and the other island

provinces of Regions 4 and 5); the Visayas and Mindanao account for 89 and 69 entries,

respectively. This does not mean, however, that Luzon is richer in terms of ecotourism

resources. It could only mean that the Luzon tourism sector is more prepared to identify

ecotourism products than its counterparts in the Visayas and Mindanao.

Adventure Tourism in the Philippines

In the United States alone, adventure tourism is a US$450 million industry. The

Philippines is seen to generate more as it is blessed with ample sites that can be

developed for this type of activity to generate good tourism revenue, while providing

local residents, especially rural people to earn from tourism revenues. The Philippine Star

reports that the Philippines has identified its niche in nature tripping and adventure

tourism. Tourism secretary Joseph Ace Durano cites that foreign travelers are now

demanding for nature-based activities and make use of the existing natural resources of a

certain place. “Eco-tourism is our niche. Let’s not try to be what we are not, or let us not

try to be ‘Bangkok’. He further urged Local Government Units to start more tourism

projects, since this is the ripe opportunity for LGUs to develop their areas and make use

of their natural resources as products for tourism. The municipality of Danao in Bohol led
by Mayor Tom Gonzaga has spent P25 million for the development of the Danao

Adventure Park, that is branded as E.A.T Danao or Eco-Extreme-Educational Adventure

Tour. This time, the municipality is earning at least P1 million a month of this attraction

that initially offers exotic and nature-based activities, like organic farm visit, historical

tours, SkyRide, Suislide, Caving, Rappel, root climbing, kayaking, river tubing, Plunge,

and others. (www.philstar.com)

In an article entitled “Adventure Tourism is RP’s Newest Jewel”, Department of

Tourism (DOT)-Northern Mindanao Director Catalino Chan pointed out that adventure

tourism is slowly but effectively gaining grounds in the country blessed with numerous

attractive natural resources that beckon the adventure spirit of visitors notwithstanding

calamities and other destructions surrounding the area. This type of tourism is rising to

the challenge of climate change from aquatic to highland sports. However, challenges

posed by adventure tourism must be met by tourism officers in order to sell and promote

the locality as a major tourist destination. These cover affordability, accessibility,

communication facilities, no language barrier and diverse people and culture in 7,017

islands. Chan told more than 500 tourism officers the advantages of adventure tourism in

the use of natural resources and in increasing awareness of bio-diversity to give

livelihood opportunity for the community. (www.sunstar.com.ph)

During the official launching of the first extreme adventure park established in

Bohol called Danao Adventure Park, Tourism secretary Ace Durano urged the local

government units (LGUs) to initiate tourism projects in their respective communities to

make tourism as the economic driver especially in the rural areas. Since the Philippines

has identified its niche in nature tripping, adventure tourism, this is the ripe opportunity
for LGUs to develop their areas, and make use of their natural resources as product for

tourism. Eco-tourism should be taken into serious consideration. Foreign travelers now,

he said are demanding for nature-based activities and make use of the existing natural

resources of a certain place. “Eco-tourism is our niche. Let’s not try to be what we are

not, or let us not try to be ‘Bangkok’. We have to see the example of some young LGU

executives who are proactive in maximizing their respective area’s potential,” Durano

said. The municipality of Danao in Bohol led by Mayor Tom Gonzaga has spent P25

million for the development of the Danao Adventure Park, that is branded as E.A.T

Danao or Eco-Extreme-Educational Adventure Tour. This time, the municipality is

earning at least P1 million a month of this attraction that initially offers exotic and nature-

based activities, like organic farm visit, historical tours, SkyRide, Suislide,Caving,

Rappel, root climbing, kayaking, river tubing, Plunge, and others. (www.philstar.com)

In an article entitled Adventure Tourism Revs Up In 2008 published in The

Philippine Star, Ace Durano cites that huge fun-seeker tourists right now are demanding

for more adventure-type of activities in the Philippines. In the United States alone,

adventure tourism is a US$450 million industry. The Philippines is seen to generate more

as it is blessed with ample sites that can be developed for this type of activity to generate

good tourism revenue, while providing local residents, especially rural people to earn

from tourism revenues. Durano urged LGUs in Cebu and private sector players to start

capitalizing on this avenue, as every town in the province could develop its own

"adventure tourism" attraction, may it be trekking, bird watching, island hopping, and

caving, among others. Last January 10-11, 2009, the Philippine Department of Tourism

(PDOT) announced the availability of Philippine tour packages that combines the thrills
of adventure travel with nature conservation. The tour packages, which are part of the

Adventure Philippines campaign, were formally launched at the Adventure Travel Expo

held in Chicago, Illinois and were designed in cooperation with the members of

Philippine Tour Operators Association (PHILTOA), the different PDOT Regional Offices

and the private sector, to highlight the huge potentials of the Philippines as a multi-

adventure and multi-activity destination, as well as a major eco-tourism

destination. Under the leadership of Tourism Secretary Joseph H. Durano, the PDOT has

given much effort to the promotion of the Philippines as an Adventure destination

amongst North Americans. Taking the cue from environmentally-concerned non-

government organizations and the heightened national awareness of global environmental

issues, the Philippines positions itself as a logical choice for adventure enthusiasts and

green tourism advocates. With a commitment to sustainable eco-tourism development

and nature conservation, the PDOT and its Region 4 office are jointly promoting exciting

“green” eco-tourism-adventure packages that encourage tourists to help local

communities and preserve the environment while enjoying the thrills and pleasures of an

adventure in the midst of beautiful and pristine locales in Palawan province. Adventure

activities from snorkeling to rock climbing, and from kayaking to spelunking are

combined with eco-adventures like bird, firefly and dolphin watching and the unique

nature trekking in thick mangrove forests, to provide tourists a grand adventure

experience in nature. Most tourism activities in Palawan are community-based, ensuring

that the community benefits from whatever income is generated by the different tourist

activities. By giving the communities the responsibility for their local tourist destination,
they do not only become tourism ambassadors, but they also become stewards of the

environment-- a basic foundation of green tourism. (www.experiencephilippines.ph)

In an article entitled “Adventure Tourism: So Many Islands, So Little Time”,

author Ben Jimena pointed out the potential of Panay and Guimaras Islands as adventure

tourism destinations. There are various hot spots around the region which could provide

natural reserves, heritage interaction and cultural immersions. Investors may provide

recreational facilities such as canopy walk and other tree top adventure activities. In

Dingle and Lambunao, there are still many unexplored areas for spelunking and mountain

trekking. The Antique mountains are waiting to be harnessed for activities like hiking,

bird watching, bicycling and its coastal waters for skin and scuba diving, snorkeling and

fishing. Guimaras has lush forest and hills, white sand beaches and long coastal lines,

inland flora and fauna havens, and community-based tourism in Guisi. All these are just

waiting to be discovered, promoted and marketed to the world. We have great potentials.

What we need are people with money and managerial expertise; we need projects and

programs that match the demands of the market; and we need government to provide the

basic infrastructure and a business-friendly environment for the sustainability and

feasibility of the endeavor. These are motherhood statements which we hope would stir

people to do something. (http://www.iloiloviews.com/adventure-tourism-so-many-

islands-so-little-time-2.html)

Concern for the Environment

The consumer insight and strategic planning experts at McCann Worldgroup

Philippines have discovered that the most important concerns facing today’s Filipinos
encompass a whole slew of topics. They disclosed these findings in a new McCann

Intergeneration Study, a comprehensive survey which tracked 2,000 urban Filipinos, aged

12-60, and analyzed their lifestyle, school/work ethic, consumer behavior, moral

standards and perception of society. As in McCann’s previous groundbreaking studies,

this survey is an eye opener. For one, it shows that older generations of adults share the

same worries as teenagers, indicating that, possibly for the first time, Filipinos are

starting to become united on the “burning issues” that confront society today. At the top

of their worry is the environment, in particularly air and water pollution. While concern

for the environment has always surfaced in one way or another in McCann’s past market

researches, it was only something that existed under the surface: some people were

concerned about it, others were not. And among those who were, their concern for the

environment didn’t appear very intense or pressing to the point of consolidating toward

large percentages in McCann’s surveys. But this time around, it seems that concern for

Mother Earth has already reached a tipping point -- becoming the single most important

issue today across different age groups in the Philippines. Maybe it was the most recent

harsh experiences with nature -- both here (landslides in Southern Luzon) and abroad (the

tsunamis of recent past) that triggered it ... or possibly even Al Gore’s film “An

Inconvenient Truth” that stirred people’s attention toward the issue of global warming.

Regardless, one thing is clear. Filipinos today feel a larger stake in the environment, and

are extremely worried about it more so than any other time in the past.

(www.inquirer.net)
 CHAPTER III

METHODOLOGY

Research Design

Study Population and Sampling Procedures for the Market Study Component

Data Collection and Instrument Design

Methods for the Determination of Marketing, Technical, Legal and Financial

Aspects

I. Marketing Aspect

II. Technical Aspect

III. Legal Aspect

IV. Financial Aspect