Chapter I

THE PROBLEM
Introduction
Batangas is the gateway to the CALABARZON region which includes the
provinces of Cavite, Laguna, Rizal and Quezon. Batangas is also politically
divided by 4 legislative districts and just recently, the addition of another two
districts; Batangas City and Lipa City. The province is famous for its magnificent
coastline, native products and delicious foods that provide sustainable job
opportunities to its residents.
Part of the tourism strategies implemented by the province is the
promotion of festivals of the municipalities which showcase the localitys rich
traditions and culture. In this new generation, many people are not aware of the
different festivals especially when the place is much known for its tourist
attraction. The festival is recognized as the symbol of cultural heritage, history
and communication of the place. The mission of a festival is to enliven and enrich
environmental consciousness, cultural awareness as well as business life.
Ala-eh! Festival is the mother of all festivals in Batangas held every 8 th of
December and before its celebration, various municipalities celebrate their own
festivals from January until the grand finale on December. The 2 nd District of
Batangas composed of Lobo, San Pascual, Bauan, Mabini, and San Luis also
hold their own festivals usually to commemorate their patron saints.

The study presents the festivals of the municipalities in the 2 nd District of

Batangas as well as its impacts in the tourism sector. However, the difference
festivals in the municipalities of the 2 nd District of Batangas are not that famous
compared to other festivals, like for example the Panagbenga Festival of Baguio
City, the Ati-Atihan Festival in Kalibo, Aklan and the Sinulog Festival of Cebu City.
The festivals in the 2nd District are needed to be studied and be promoted for the
next generations. It is also important to consider that attractions or local spots are
not only the primary reasons that foreign and local tourists visit a particular place.
Festivals bring back the old times when traditions are truly alive and feasts are
community celebrations.
Batangas is also known for its Kapeng Barako and Balisong or also known
as the butterfly knife, also tourist can enjoy the warm taste of very own caf while
having the different delicacies each of the town have, and of course
Batanguenos are fond of having huge feast, that during the festival they all
preparing for the event, each of the towns included in the 2 nd District of Batangas
will participate to the event especially during the Ala-eh Festival considered as
the mother of all festival in the province.
For the part of the locals how they will contribute in the celebration of the
festival, from the planning up to the organizing the event, that this occasion will
not be possible without the participation of each member of the community that
they must show the bayanihan spirit.

Not just for popularity why do people celebrated this kind of event but
moreover on how to promote the area, that celebration of festival is not merely
about the place itself but the local resident needs to show to the tourist on how
they value their culture and tradition, in a creative way. Through this study they
can be aware of its importance not just for the people but also the community,
that through festival local can showcase their rich culture.
Background of the Study
The researchers chose to study the different festivals in the 2 nd District of
Batangas and how these festivals affect the tourism industry of the place.
The rationale of the study is the surge in the popularity of these festivals
and the seemingly increase in grandeur and opulence year after year. Festivals
are always one of the good reasons why tourists want to visit certain places.
Each country, region, or community has different and unique ways of celebrating
their own festivals, which are unlikely duplicated in any other way by another
country, region, or community. These events, especially if celebrated on
extended period, encourage visitors to pack their bags to have a distinctive
experience of a lifetime.
All festivals also have a distinct appeal to magnetize not only tourists but
also journalists, opinion leaders, and other media practitioners. For them,
Festivals are good coverage materials to be featured in TV shows,
documentaries, articles, or news story. There can be different vantage points on
presenting the celebration to the outside world. For example, the anchorman may
be detailing the blow-by-blow account of the event while a feature editor can be

creating an article of colorful photographs capturing for eternity the excitement

and passion of a frenzy crowd.
These reasons prompted the researchers to make an in-depth study of the
festivals and present it in the perspective of the residents of the municipalities. It
also encouraged the researchers to present these festivals in a different light,
different from the colorful street decorations, in a way that is more significant and
will emphasize the rationale behind these festivals; its economic impact to the
tourism industry.
Also through the help of this festival, how this will help the community in
such a way both the government and the locals can benefit from this event, on its
social impact to the tourism industry, in a way it can help to attract more tourist to
visit Batangas Province, but they will not go here because not just the attractions
alone, but they can also enjoy their stay celebrating the festival.
While watching different sets of performers dancing in the street, they can
also interact with them, dancing together while hearing the band playing their
instruments, while in the side of the streets they can buy different delicacies each
town in the 2nd District in Batangas Province, they can also have souvenir items
and a lot more in a way with study it can help the economy and in the same time,
each municipality can provide jobs for the locals.

Statement of the Problem

The aim of the study is to assess the effects of different festivals to tourist
influx on the 2nd District of Batangas Province.
This study sought to answer the following questions, specifically.
1. What is the profile of respondents in terms of?
1.1 age;
1.2 sex;
1.3 civil status;
1.4 educational attainment;
1.5 type of respondent; and
1.6 place of residency
2. How do the respondents assess the effects of different festivals to tourist influx
on the 2nd District of Batangas Province regards to:

2.1 general description;

2.2 attractions;

2.3 activities; and

2.4 participation
6

3. Is there significant difference in the effects of different festivals to tourist influx

on the 2nd District of Batangas Province when the respondents are grouped
according to profile?

4. What strategies can be proposed for the enhancement and improvement of

Festivals in 2nd District of Batangas Province?
Theoretical Framework
The study is anchored on the Superstar Theory by Sherwin Rosen. The
theory of superstar economies has been put forward back in 1981 and Rosen
Argued that mainly in the art sector there is a small segment of individuals
(artists/performers) who are considered, or prove to be slightly more able and
qualified than others and exactly this small segment of top-quality artists are
producing larger outcomes and also earning much bigger incomes than the rest
of the market players. This personal advantage coming from innate abilities of
individuals is hard to be captured by a precise and measurable economic factor,
as Rosen explains but nevertheless it has its definite place in the proposed
models as quality or talent.
Frey as cited by Black (2009) generalized the superstar principle mainly
on museums and their special exhibitions in three levels--strategic orientation,
organization and human resource. Similarly, the present study transferred Freys
ideas about superstardom to festival organizations and the management of their
special events. In order for festivals to become superstar festivals, according to
7

Freys logic about museums, the managers should change the orientation of their
events thus providing total experience for its audience including not only the
artistic program but also an amalgamation of other related services that would be

strategically targeted in order to complete the visitors total experience. In other

words, the visitor should play a central role in the festival management strategies
and other functions like cultural heritage preservation and traditions revival
should become less central. According to Black (2009) the later important
functions are not be seen as cut down or diminished, and on the contrary when
visitors crowds boost the overall income of the event, the managers might invest
more money in the better fulfilment of the goals of cultural preservation and
tradition revival. On the organizational level Frey (as cited by Black, 2009)
suggests that central bureaucracy as a type of organizational culture is not so
flexible, thus, creating confusions as to what should be promoted in the festival.
The superstar theory also pertains to what sets a certain festival apart from the
other festivals. This is where the concepts of quality or talent come in, or in
the present study, the description, attraction, activities and participation matter in
tourists influx.
Conceptual Framework
This study focused on the effects of different festivals to tourist influx on
the 2nd district of Batangas Province. Figure 1 shows the input, process and
output variables which form the framework of the study.

INPUT

Profile

of

Respondents

PROCESS

the

Literature

Strategies
enhance

Research
Survey

Questionnaire
Data Analysis

Festivals

in

terms of:

Age
Gender
Civil Status
Educational

Attainment
Place
of

Residence
Type
of

OUTPUT

to
and

improve

Resident
Factors

affecting

the festivals:

General

Description
Attractions
Activities
Participatio
n

Figure 1

Research Paradigm

The paradigm shows the concept of the study using the Input-ProcessOutput structure. The first box presents the festivals in the municipalities in the
2nd district of Batangas Province.
The second box corresponds to the manner by which all the gathered data
are presented and statistically treated in order to draw appropriate analysis.
The desired output of the study is to come up with a strategy that may
enhance and improve the festivals of the municipalities.
Research Hypothesis
In assessing the effects of different festivals to tourist influx on the 2 nd
district of Batangas Province, the researchers formulated this hypothesis:
Ho:

There is no significant difference in the effects of different festivals to

tourist influx on the 2nd District of Batangas Province when the respondents are
grouped according to profile.
Scope and Limitation of the Study
The present study aimed to assess the effects of festivals in the tourists
influx in the 2nd District of Batangas Province.

10

Historically, the 2nd District of Batangas is composed of the municipalities of Lobo,

Bauan, San Pascual, Mabini, San Luis, Tingloy and Batangas City. However, the
passage of Republic Act 10673 created two more legislative Districts in
Batangas, the 5th Legislative District which is the Lone District of Batangas City
and the 6thLegislative District or the Lone District of Lipa City. Both cities were
certified by the National Statistics Office of having met the required population for
the creation of a lone district. For this reason, the researchers no longer included
Batangas City in the scope of the study but its festival as a relevant literature.
On the other hand, Tingloy was also excluded in the study due to its
geographical location. Tingloy is located off the southwest coast of the Batangas
mainland, about two nautical miles south. Tingloy cannot easily be accessed by
public transportation and the passenger boats travelling to it are only by
schedule. For this reason and the security of the researchers, Tingloy was also
excluded as part of the research locale of the study.
The study includes the profile of the respondents consisting of Age,
Gender, Civil Status, Educational Attainment and Place of Residency. The
participants are also categorized as to LGU Employee or as residents.
The participants of the study are residents and officials from San Pascual,
Bauan, Mabini, San Luis and Lobo with 60 respondents each.

11

In the process of data gathering, the researcher used a self-made

questionnaire, checked and verified by the adviser, chairman and members of
the panel, and by industry experts.
For the data analysis, the researchers used weighted mean, frequency
formula, and one-way ANOVA for hypothesis testing.
Only items in the questionnaire are included as basis for the findings,
conclusions and recommendations of the study.
Significance of the Study
The importance of festivals is a two-way prong when it comes to providing
support to the local community. For the locals themselves, festivals are muchawaited occasions to relish the local culture and tradition. They are also good
opportunities to meet with families, friends and, in fact, the entire community.
Specifically, the study is significant to the following:
To the Local Government Units of the 2 nd District of Batangas
Province, this study will provide insights that will help them in effectively plan the
festivals in a way that will be beneficial to the residents. The study can also be
used as a basis for an improved festival programming.
The Local Communities of the 2nd District of Batangas Province, this
study will highlight the rich traditions and culture of their place as presented in the
festivals.
12

To the Provincial Tourism and Cultural Affairs Office of Batangas

(PTCAO), this study will help to assess the programs and events that are
happening in the province. It can also be an aid in order to boast the tourism
industry of the Province.
To the Tourists of Batangas Province, they can have an overview of the
programs and events, activities and the colorful celebration of one of the festivals
in the Province of Batangas, Philippines. This can help them explore and
discover one of the festivities held in the Province of Batangas.
To Batangas State University, this study addressed itself to educators,
specifically CABEIHM Faculty, that they may gain valuable concepts in preparing
a certain destination, and give information about the 2 nd District of Batangas
Province and its festivity. It may serve as a guide in their lectures and studies and
serve as an inspiration in promoting one of the local destinations of our province
that may benefit everyone in the near future.
To the Tourism Industry, this study will provide a deeper understanding
on how festivals and events in the local community affect the tourism industry of
the place.
To the Tourism Management Students, the study can be a source of
information in their study of hospitality management.
To the researchers themselves, this study gave them the idea about the
effects of different festivals to tourist influx on the 2 nd District of Batangas.
13

Province. It strengthened their time management, determination, perseverance,

patience, faith and good relation to others.
To future researchers, this study will provide additional literature in the
study of the tourism industry.
Definition of Terms
This section of the study includes the conceptual and operational
definitions that are substantially and clearly defined according to how they are
used in the study in order to facilitate understanding of the problem and avoid
ambiguous meaning to terms, which can be otherwise interpreted in different
ways.
Activities. This refers to what people are doing or behavior, their
emotions, moods, or attitudes or cognition (Getz, 2007). In this study, this was
used as a variable that refer to a form of organized, supervised, often extracurricular recreation.
Attractions. This refers to creating and understanding knowledge about
festivals and experiences (Getz, 2007). In this study, this was used as a variable
that refer to a place of interest that tourists visit, typically for its inherent or
exhibited cultural value, historical significance, natural or built beauty, or
amusement opportunities.

14

Festival. This refers to an important part of the tourism industry

(Goeldner, et. al., 2009). In this study, this was refer as feasting and celebration
of people, may it be to commemorate the feast day of their Patron Saints, to
celebrate the founding of towns, barangays, and cities or simply to thank our
Creator for the bountiful blessings He has showered our lives for the whole year.
General Description. This refers as festivals that provide activities for the
formal education sector (Chouguley, et. al., 2011). In this study, this was used as
a variable that includes the duration, type, events and years of celebration.
Influx. This refers as the arrival or inward flow of a large amount of tourist
in a destination (Cruz, 2010). In this study, it was defined as an increase of
people visiting in a municipality.
Purpose. This refers to gain legitimacy and prestige draw attention to their
accomplishment, foster trade and tourism, or to help open countries to global
influences (Getz, 2007). In this study, this was used as a variable which refers to
the reason for which something exists or is done, made, or used.
Tourist. This refers to a person who visits a country other than in which he
usually resides for a period of at least 24 hours (Leaugue of Nations, 2007). In
this study this was used as part of the title which refers to the people who visits a
place.

Chapter II
REVIEW OF RELATED LITERATURE

This chapter presents the conceptual literature and studies deemed

relevant to the present study.

Conceptual Literature
The purpose of the conceptual literature is to determine if the research
questions are within the context of the existing scientific literature. Conceptual
literatures are mass of published materials including articles and books which
guide the present study in understanding the concepts and ideas presented in
the study. The researchers conducted comprehensive literature review in order to
present articles that are relevant to the present study of festival tourism and
tourists influx due to festivals.
Tourism
The definition of tourism, the origin of the word Tourism itself is in
research. According to Theobald Etymologically, the word tour is derived from
the Latin word torn are /torn us and the Greek word tornos, meaning, changed in
modern English to represent ones turn. The suffix-ism is defined as an action or
process; typical behavior of quality. While the suffix-ist denote one that performs
a given action When the word tour and the suffixes-ism and ist are combined,
they suggest the action of movement around a circle. One can argue that a circle
represents a starting point, which ultimately returns back toits beginning.
Therefore like a circle, a tour represents journey in a round trip, i.e. the actof

16

leaving and then returning to the original starting point and therefore, one who
takes such a journey can be called a Tourist (CBSE, 2013).
Nanthakumar (2008) posited that tourism is a field of human activity
known to mankind from time immemorial. It cuts across barriers of caste, colour,
and creed and builds universal brotherhood. He further posited that the world's
oldest industry is also one of the largest and fastest growing industries today.
According to Nanthakumar (2008), travel is referred to as any movement of one
or more people from one point to another. With this, he suggested that there is
not much difference between tourism and travel; in general both terms are used
as synonyms.
On the other hand, the Hongkong Education Bureau (2013) explained that
tourism embraces nearly all aspects of our society. HED further expounded on its
importance

to

economic

changes,

human

socio-cultural

activities

and

environmental development as well as academic subjects such as geography,

economics, history, languages, psychology, marketing, business and law, etc.
Therefore, it is necessary to integrate a number of subjects to study tourism. For
example, subjects such as history and geography help us understand more
about the development of the historical and geographical resources of a tourist
destination. Besides, subjects like marketing and business help understand the
promotion and marketing of tourism products. The study of information
technology enhances understanding on the importance of the global distribution
system and its effect on tourism business. The study of religion and culture

17

provides information on the cultural resources of a destination and opportunities

to develop it as a cultural destination. Tourism is so vast, so complex, and so
multifaceted that there is a wide range of subjects related to tourism.
Srivastava (2010) accordingly described tourism as one of the fastest
growing industries throughout the world. A large number of developing countries
today are aware of the economic potential benefit of tourism. The economic
value of tourism to an economy is measured by its contribution to the national
income, the earnings of foreign exchange, its contribution to the state revenues &
the creation of employment. The importance of earnings for developing countries
is, however, much more felt than those for developed countries. Srivastava (201)
however posited that while tourism is sensitive to the level of economic activity in
the tourist generating countries, it provides more stable earnings than being
provided by primary products.
Tourism as a source of income is not easy to measure, at least with any
degree of accuracy, the reason being of the multiplier effect as explained by
Clarke et al (2009); Brida et al (2010) and Rastegar(2010). Dritsakis (2008) and
Boopen (2006) also explained that the flow of money generated by tourist
spending multiplies as it passes through various sections of the economy through
the operation of the multiplier effect. Furthermore, tourism not only creates jobs
but it also encourages growth in the primary and secondary sectors of industry.
This is known as the multiplier effect which in its simplest form is how many times
money spent by a tourist circulates through a country's economy.

18

Festivals
Cudny (2013) cited Gibson and Stewarts definition of Festivals as an
even that had met at least one of the following criteria: use of the word festival
in the even name, it being an irregular, one off, annual or biannual event;
emphasis on celebrating, promoting or exploring some aspect of local culture, or
being an annual point of convergence for people with a given cultural activity, or
of a specific sub cultural identification. Cudny further posited that festivals are
closely connected with people and broadly understood human culture. Festivals;
therefore are studied in sciences like sociology, anthropology and human
geography. Authors studied festivals as part of cultural, urban and tourism
geography.
As indicated by Quinn (2010), celebrations pull in travelers and make
celebration tourism. Voyagers are pulled in by numerous components, the most
imperative of which is by all accounts intriguing, in some cases outlandish society
exhibited amid the occasions. Additionally, the appeal of celebrations is that it
empowers travelers to go to occasions of surprising climate, meet individuals of
comparable premiums and take in more about the world.
The post-modern stage prepared for some creative nations to put
resources into the tourism segment. Matlovicova (2010) referred to Liszewski
who characterized tourism as a "spatial, socio-social and financial wonder, in
which individuals deliberately and briefly change their place of living arrangement
for recreational and psychological purposes, and with a specific end goal to

19

increase scholarly and passionate experience". Tourism has numerous positive

outcomes, for example, creating wage, or enhancing the standard of the
voyagers' and nearby tenants' lives.
Celebrations assume an essential part in tourism. Numerous authors (e.g.
De Bres and Davis 2001, Kowalczyk 2001, Gotham 2005, Markwell and Waitt
2009, Cudny2011, Cudny and Rouba 2011, Markova and Boruta 2012) trust that
celebrations are vacationer resources. In addition, celebrations are likewise
regarded as vacationer items (Cudny2006, Kaczmarek et al. 2010 and Cudny et
al. 2011).
Getz (2008) posited that the tourism with the aim of attending festivals is
regarded as part of event tourism. Then again, Buczkowska as referred to by
Cudny (2013) treats heading out to celebrations similarly. She further set that
celebrations are one of the the most critical objectives of event tourism. Relative
hereto, Kowalczyk (2008) characterized social tourism as "an arrangement of
practices joined with travelers genuine enthusiasm for social legacy (chronicled
landmarks, fables, destinations of essential occasions, and so on.), and also their
cooperation in an extensively comprehended contemporary social life".
As indicated by O'Sullivan and Jackson as referred to by Duran (2013),
the effect of celebration tourism are, in any case, not generally that plainly
obvious. The deluge of voyagers can bring about an adjustment in the group
base to serve the needs of celebration guests, so that as celebrations develop

20

and make more grounded connections outside the region, neighborhood

business visionaries can get to be angry and the financial advantages of the
celebrations less noteworthy. Yolal (2009) distinguished that, celebrations are
essential on city authorities and coordinators of the occasions. They know that
group union and advantages looked for from the celebration, and additionally the
distinctive means for going to the occasions, are all interconnected. To know the
degree of the relationship that exists between those going to occasions, and their
view of the advantages and expenses, helps city authorities to create fitting
approaches and stages to further form group union, in this manner picking up
backing from local people for future projects.
MacCannell as refered to by Adiova (2014) states that convention is an
imperative vacation spot in light of the fact that, while it is an indication of a break
with the past, it additionally permits individuals to quickly reconnect with it.
Folkloric frames, including developed customs, have long been connected with
convention in the well known creative energy. By going to a celebration, the
vacationer can encounter an essence of customary laborer life, however in the
meantime, the accessibility of nourishment, music and trinkets makes the
celebration like different sorts of consumable encounters well known to the
visitor. Relative hereto, the celebrations in Batangas likewise include myths and
legends and individuals have the capacity to enjoy a reprieve from the present
day world and inundate themselves in a period that was much less complex.

21

They are entertained as the legends and myths are reproduced through
execution.
Tourism products include event and festival and are considered as
magnificent celebrations to the country which include dance, music, culture arts
and handcrafts (Getz, 2008, Egrest & Kara, 2014). From marketing perspective,
it is very important for managers of destination to provide quality product in the
festivals and events to examine the tourists behavior and intention to revisit
these events in the future (Kim et al, 2010). In addition, Yoon & Uysal (2005)
stated that "in an increasingly saturated marketplace, the success of marketing
destination should be guided by a thorough analysis of tourist motivation".
According to Getz (2008) stated that "festivals and public celebrations are found
in all societies. Together with a variety of other special events, they are
increasingly seen as unique tourist attractions and as destination image markets.
According to Tyrgay & Dikmen(2013), attending festival events could be
related to many factors such as accessibility, entertainment, performance, and
relaxation to go along this idea, "events are important motivators of tourism, and
figure prominently in the development and marketing plans of most destinations
(Getz, 2008). Getz also acknowledged that festivals events play an important role
in people's lives because they involve significant activities, provide sending
outlets for local and visitors, and encourage local community's image. Events
also provide an opportunity for promoting what communities are presenting

22

(Turgay, 2013). Many academic researchers have studied the festivals and
events to understand many factors such as cultural impact.
Getz (2014) in the book Festival and Event Management in Nordic
Countries posited that researchers have attempted to divide festival visitors into
meaningful segments primarily based on demographic features. He further
posited that married and senior attendees are less likely to participate in activities
in the festivals.
Cultural events are mostly used to attract a magnificent number of tourists
from different areas to exchange experience and activities (Turgay, 2013, Egrest
& Kara, 2014). Thus, events tourism has become one of the fastest growing
types of tourism (Egrest & Kara, 2014). Based on O'Sullivan and Jackson (2006)
festivals were defined as "a phenomenon in which people from outside a festival
locale visit during the festival period". Also, Gonzalez & Morales (2009) defined
events as experience that are unique and they have ability to create time and
space to convey specific objectives for a specific audience.
Events and activities are considered as positive benefits to their host
community and increasingly becoming one of the fastest growing types of
tourism attraction in the world (Andersson & Lundberg, 2013). In addition, Chang
(2006, p.1224) asserted that "community festivals and special events have grown
rapidly in number throughout the world during the past decade". Hence, Lee et al
(2004) asserted that events and festivals having strong cultural components are
likely to increase number of participations. According to (Tyrgay & Dikmen,2013),

23

attending festival events could be related to many factors such as accessibility,

entertainment, performance, and relaxation to go along this idea, "events are
important motivators of tourism, and figure prominently in the development and
marketing plans of most destinations (Getz, 2008). Getz also acknowledged that
festivals events play an important role in people's lives because they involve
significant activities, provide sending outlets for local and visitors, and encourage
local community's image. Events are also providing an opportunity for promoting
what communities are presenting in this event (Turgay, 2013). Many academic
researchers have been studied the festivals and events to understand many
factors such as cultural impact.
From marketing perspective, festival events are increasingly being used
as instruments for promoting tourism and boosting regional economy
(Felsenstein

&

Fleischer, 2003). Also,

events

can

encourage

tourism

development and attract visitors to a destination and increase its attractiveness

(Knowles, 2004). Currently, festivals occupy significant status as part of the
tourism market and consciously developed as attractions for tourists (Picard &
Robinson, 2006; Gets, 2008). Event tourism is important in the tourism industry
and attracts potential tourists to visit these events and become a vital market in
their business (Getz, 2008).
Events can enhance the tourism experience by providing newness,
freshness and change, which sustain interest in the destination for locals, and
promote its attraction for visitors. Tourist attractions and theme parks incorporate

24

events as a key element in their marketing programs. Bradford Museum of Film,

Television and Arts, Alton Towers in Staffordshire and Blackpool Pleasure Beach
all use extensive event programs to increase market profile and attract repeat
visits. Tour operators choice of which destinations to promote depends on the
agenda of events of destinations and its popularity and strength Built attractions
and facilities everywhere have realized the advantages of animation- the
process of programming interpretive features and/or special events that make the
place come alive with sensory stimulation and appealing atmosphere. Before
efforts and investments are made to develop these events, it is necessary to
assess the impact they may have. These assessments are crucial to the planning
process (Williams and Bowdin, 2007).
The historical and geographic contexts, therefore, provide an essentialist
understanding of the theming and visitor experience of festival events. They
provide insight into debates over product heritage and authenticity experiences.
There is a tendency, for example, to introduce de-contextualized commercial
products at a festival, such as food products that are more generically popular
than those associated with the traditional event. The event may also be mis
contextualized by introducing artifacts that change the events narrative. An
example of this is the exaggeration and re-interpretation of a historical or
legendary figure, for commercial purposes(Quinn 2006).Overcoming the
tendency of commercial de-contextualization and miscontextualization in
festivals, so as to maintain their heritage authenticity,

23

25

requires maintaining an acceptable level of congruence between the tourists

expectations and an events contextual dimensions.(Ling and Lew, 2012).
In their purest forms are festivals that are deeply rooted in both time and
place, or are neither of these. Some have long and deep roots in indigenous
cultural traditions. They have origins in important historical events and
mythologies that define ethnic and regional distinctiveness. Most religion-based
events have such origins, for example (Zhao & Bell 2007). On the other hand,
there are contemporary celebrations that of the achievements of modern society.
Film festivals and many food-based events are examples of these, and, along
with much of modernity, are more reflections of national and global culture and
society than of a discrete locality (Hashimoto & Telfer 2006).
Thus, all festival tourism events are contextually related by time and place.
They occur in a historical context, whether centuries old or modern and future
oriented. And they occur in a geographic context, with themes that are either
embedded in a local place or are based on broader national or global discourses.
Understanding the historical and geographical contexting which celebrations
occurs can provide a framework through which the central issues and challenges
of different types of festival tourism events can be identify ied. (Ling and Lew,
2012).
Festivals and events have both advantages and disadvantages for the
host destination and the community. Therefore, many previous studies have
focused on the impacts of festivals and special events (Uysal & Gitelson, 2007).

26

Mathieson & Wall (1982) as cited by Smith (2005) found that perceived impacts
of tourism can be divided into three traditional categories of economic, physical,
and social but they mentioned that these were frequently overlapped and have
both positive and negative sides. Smith (2005) mentioned that festivals and
events generate revenues for the cities. Moreover, they create infrastructure
improvement such as new facilities and venues. For instance, arts festivals in
Australia and New Zealand have become multimillion-dollar business (Arcodia &
Whitford, 2006). Similarly, the Woodford Folk Festivals on the Sunshine Coast of
Queensland injected $3million into local economy (Kither, 2008). Chwe (2008)
investigated that festivals and special events provide incentives for the local
community thus festivals and special events are likely to serve to build social
cohesion and trust. Yolal, Cetinel & Uysal (2009) also confirmed that building
social cohesion in the community is one of the great advantages of festivals and
events and mentioned that festivals and events also help to build an image in the
minds of tourists.
Even though economic impact studies have tended to emphasize the
benefits that accrue to destinations, festivals and events also create negative
social, cultural, and environmental impacts through crowding, crime, community
displacement, and commodification of culture (Presbury & Edwards, 2005).
Barker, Page, & Meyer (2012) examined the impact of special events on
destination crime rates and concluded that potential impact of crime at special
events is unquestionably based on changes in the status of population and
criminal opportunities that a seasonal increase in tourism activity

25

27

presents.Jurowski, Uysal& Williams 2007) investigated the communitys attitude

toward tourism. Their findings showed that residents perceived economic
impacts significantly positive but the environmental impacts as negative social
cost. These kinds of negative impacts create tourist and community
dissatisfaction.
Festival Tourism Motivation
To explain tourists motivation, three alternative frameworks have been
commonly used to study and understand individual motives. The three alternate
frameworks are, Iso-Aholas escaping-seeking dichotomy (Snepenger et al
2006)), the Travel Career Ladder (Pearce 2005; Pearce & Lee 2005), which is
based upon Maslowshierarchy of needs and the conceptualization of
psychological maturation towards a self-actualization goal, and the notion of pullpush factors (Uysal, Li & Sirakaya-Turk, 2008). All three of these frameworks are
imbedded in Maslows motivation theory and are not necessarily mutually
exclusive. According to Dann (2010), only the formulation of push-pull tourist
motivation seems to have survived the full rigor of empirical verification.
Literature review on travel motivation reveals that tourists are motivated to
satisfy their needs and wants (Park et al. 2010, Kim et al. 2010). In other words,
tourist motivation indicates that the analysis of motivations based on the two
dimensions of push and pull facto rs have been generally accepted . The concept
behind motivation dimension is that people travel because they are motivated to
destination attributes. Getz (2008) noted that "events are important

28

motivators of tourism, and figure prominently in the development and marketing

plans of most destinations". It is important to come out with the different
motivation that drives tourists to attend and participate in these festivals (Turgay
& Dikmen, 2013).
Tourist motivations differ from one person to another because of their
needs and wants that are associated with various tourism products and services
(Park et al. 2010). Tourists motivation may be different from event to event.
Generally, visitors are participating in tourism festivals are likely to share same
motives in attending these events and try to know about other culture and
background (Lee et al, 2004). Once the motivations of tourists to attend the
festivals have been identified, it is wild space and gap of study to find the
relationship between these motivation of attending tourism festivals and
perception of tourists about this type of tourism product. Even if the researchers
have studied this area, still there are some challenges in finding the relationship
between that tourist drives to visit and participate in the festivals and events. It is
also not easy to investigate why people travel and how they satisfy their needs.
(Yoon & Uysal, 2005). On the other hand motives may change over time and
occasion.
A review of the literature on motivation reveals that people travel because
they are pushed into making travel decisions by internal, psychological forces,
and pulled by the external forces of the destination attributes (Yoon &Uysal,
2005). Several empirical studies have reported that novelty seeking is a key

motive in tourism, and especially in relation to special events. Motivation is

internal factors that direct and integrate a person's behavior. From this point, it is
vital to study, recognize and understand consumer behavior because tourism
behavior focuses deeply on individuals thinking and behavior relating to
discretionary travel behavior (March & Woodside, 2005). In tourism, it is widely
acknowledged that motivation is a preliminary point in studying tourist behavior
(e.g. Yoon & Uysal, 2005) because motivation is about why tourists behave as
they do (Hsu et al. 2008).
The notion that events can provide important social opportunities has
been expressed by a number of researchers (Arcodia & Whitford, 2007; Wilks,
2012). The social aspect is one of the key factors which make events so valuable
to attendees and residents because events create a public space in which people
can interact and become more familiar with each other. Socialization with known
groups and external socialization have both been acknowledged as motivations
for event attendance. Other researchers support the notion that socialization is a
key motivating factor for event attendance (Shanka & Alamiyo, 2012). A study of
arts performance attendance found that social interaction was one of three top
motivators for attendance (Swanson, Davis, & Zhao, 2007).
Chang (2006) profiled tourists based upon their motivation and
demographic characteristics using Crompton & McKay (2010) 28 items scales.
The author found five factors equilibrium recovery, festival participation and
learning, novelty-seeking, socialization and cultural exploration. Among five

30

factors, cultural exploration is the most important factor attracting tourists to the
aboriginal cultural festival. Moreover, motivational variables are found to be more
important than demographic variables to explain segmentation.

General Description of Festivals in the 2nd District of Batangas

A festival in its start-up phase is often loosely organized, allowing for
flexible approaches, frequent changes and new ideas to be tried. It can be
argued that it is a way to implement a creative idea and to investigate if there is
an interest in form of demand for this creative idea. In this sense it is a kind of an
innovation. The creation of a festival can occur when people are present, but
need a common, visible interesting platform of exchange and social interaction.
Sublian Festival in Batangas City and Bauan
Sublian Festival. City Mayor Eduardo B. Dimacuha started the Sublian
Festival on July 23, 1988 as an annual observation of the foundation day of
Batangas City. The objective of the festival is to renew the practice of subli.
(www.batangas-philippines.com)
The local website posited that sublisubliis made up of lengthy prayers,
songs and dances in predetermined arrangement. The dancers are made up of
one, two or eight couples. The male dancers shuffle in intense fashion and hit the
ground using a bamboo stick, while the female dance with a sophisticated wrist
and finger movement. It is presented during a feast, a ceremonial worship dance
in honor of the Holy Cross. The image of the Holy Cross was found during the

31

Spanish rule in the town of Alitagtag. It is the patron saint of the ancient town of
Bauan. Subliis indigenous to the province of Batangas.
The Sublian Festival in Batangas City usually starts in the morning of the
23rd of July after the floral offering. The parade is usually participated by the local
government

employees,

NGOs,

schools

and

socio-civic

organizations.

Participants come in native attire with adorned subli hats to symbolize

Batanguenos attributes and customs.
The Municipality of Bauan has the same Sublian Festival only it is
celebrated every May 2nd. It was a yearly festive ceremony commemorating the
founding of the Holy Cross where people welcomes the Cross yearly in
performing the Subli Dance. Over the decades it was called a salubong, a
tradition done only by the hermanos, priests, subli dancers from Sinala, Bauan
and other religious groups, but years ago it started to twist its tradition by inviting
all people kids, elders, teens to participate and be involved in the salubong now
called the Sublian Festival.
Anihan Festival of Lobo, Batangas
Anihan Festival. Lobo, Batangas has 19, 268 hectares of land where rice,
corn, coconut, fruit-bearing trees and root crops grow. Despite some limitations
for its agricultural potential to completely prosper, commodities from Lobo are
blessings to consider every day.

32

This is why the town folks gather each year, on the last week of
September,

to

celebrate

the

Anihan

Festival

according

to

www.wowbatangas.com.
This is the local governments way of giving importance to their main
source of income. Since the aim of Anihan Festival is to showcase the towns
bountiful harvest, festivities include trade fair which, of course, highlights the
products of each barangay and street-dancing competition where costume and
choreography reflect their agricultural gems.On September 27, 2011, Lobo was
declared as the Atis Capital of the Philippines. It coincided in the towns 140th
foundation anniversary. Lobo earns an average of P2.5 million each year from
atis harvest. It was also on the same day that the agro-ecotourism of Lobo was
launched. This is to fortify four components existing in the municipality:
biodiversity, history and cultural heritage, agricultural products, and beach and
resorts.
Pastulan Festival of San Pascual, Batangas
Pastulan Festival. The event called Pastulan Festival is annual event in
honor of the Patron-saint of San Pascual; San Pascual Baylon. Every barangay
or school participate in the much-awaited street dancing. All dressed up in dark
brown attire, a group of more or less 12 persons dance in front of the church; one
of which is carrying the image of San Pascual.(www.lifestyle.digitalspidey.com).
Tumba Festival of San Luis, Batangas
Tumba Festival. The Patron Saint of San Luis Batangas is of course, Saint
Louis and San Isidro Labrador. They celebrate their town fiesta every 25th of

33

August. Some celebrates the fiesta every February for its the time of their
bountiful harvests. Usually, a town fiesta in San Luis, Batangas is accompanied
with a morning mass and a procession of saints. The rest of the people after the
procession will gather at plaza or gymnasium for some shows. Theres
a tradition in San Luis, Batangas where they will steal candles. Its a part of their
tradition every November 1st, All Saints Day. They dont steal candles in
exchange for money; its the name of the game, their tradition which they actually
call Tumba.
Tumba, originated from the ancestors sort of Festival of Light and
Candles. After stealing candles, they will form it in a pyramid and people will
dance around the candles. Its such a unique way of commemorating those who
passed away. Needless to say, San Luis, Batangas has a very unique set of
customs and traditions. Just like every town in Batangas Province, they do
celebrate, have fun and make memories and rare culture of their own.
(www.wowbatangas.com)
Yamang-Dagat Festival of Mabini, Batangas
Yamang-Dagat Festival Mabini is a first class municipality located at the
Calumpang Peninsula. Because its location is far from the industrial heart of
Batangas, its main attraction is its vast coastline, hence, the name of the festival.
Yamang-Dagat Festival is celebrated every 23 rd of April as gratitude for the
abundance of sea foods in the municipality.

34

Attractions
Tourism is a resource industry, dependent for its basic appeal upon
natures endowment and societys heritage. The natural appeal of a locality may
rest upon one (or more) of its physical attributes: the climate, landforms,
landscapes, flora or fauna; whilst socio-cultural heritage may draw tourists
seeking to enjoy centers of learning or entertainment, to visit places of interest or
historic significance or to view buildings or ruins of buildings. Sociocultural
attractions may also extend to the perusal of artifacts or works of art; the
experience of customs, rituals or performing arts; enjoyment of foreign cuisine; or
festivals and spectacles. Recently people have begun to be increasingly
interested in the existing local cultures except for their own culture, besides
seeing the traces of ancient civilizations or cultures (Emekli, 2006). With the
growth of the importance of traditionalized local events over time during this
process, many events have gained the characteristics of a festival and evolved
rapidly, become the attractions for visitors, targeted tourist markets (Smith and
Forest, 2006) and become an essential part of cultural tourism. Therefore,
festivals are classified as a type of cultural and heritage tourism by many
researchers (Timothy, Boyd, 2006).
For instance, the camel wrestling organizations in the form of a festival are
cultural and tourism events that are unique to Turkey (ulha, 2008; alkan,
2009). The camel wrestles held in 87 settlements in Western Anatolia every year
are important sources of entertainment for the local society in winter months. In

35

Western Anatolia, wrestling organizations assume quite essential social, cultural

and economic functions in their areas of distribution. During this event (held on
Sundays at some specific time during the year), the residents in these
surroundings meet, are entertained, become socialized, gain income, produce,
and consume (alkan, 2009). Camel wrestles are about to gain a touristic
function as well since they, as original and authentic experiences, attract foreign
visitors. This process is also supported by the fact that many settlements, where
camel wrestles are held, are simultaneously settlements that have become
famous for tourism in Turkey. Among these settlements, Seluk is particularly
remarkable in that foreign visitors are interested in it and Seluk Festival is the
greatest organization. Held on the 3rd Sunday of January every year, Camel
Wrestling Festival in Seluk hosts around 15,000 spectators. Besides the high
number of spectators arriving to watch the contest of around 100 high-quality
wrestling camels, the festival is also important because around 500 foreign
visitors express their interest in it every year.
Activities
There are different describe about festivals in different literature, on the
domestic research is generally believed that the festival is the floorboard of the
festivals and celebrations. It is a kind of social activity according to the needs of
people living custom for a long time gradually established and passed from
generation to generation .In the west and events tourism study, often the festivals

36

and special events as a whole were discussed, hereinafter referred to as

"festival" (Congcong, 2014).
Participation
Participation in festivals is one yardstick that measures the success of any
given festival. In 2008 alone, for example, more than 55 million U.S. adults
attended at least one arts-and-craft fair or festival in the past year, and 47 million
attended at least one outdoor performing arts festival. (Approximately 14% of
Americans attended both.) In sheer numbers, attendance rates for festivals far
exceed those for many single types of art activitiesclassical music concerts, for
example, or theatre, ballet, or opera.
On the other hand, music festivals are becoming one of young Americans
favorite pastimes. Music festival conversation saw a 34% increase this year as
compared to last festival season, which equates to over 20 million conversations.
The high prevalence of Millennials driving this conversation signals that
conversation will only continue to grow in future years. All told, roughly 75% of
music festival conversation was generated by individuals between the ages of 17
to 34. And due to the immense popularity of social media, Roughly 1 out of every
4 posts about music festivals came from people participating remotely via live
streams or other forms of engagement. This is important because live streaming
increases interest in the events themselves, as 70% of people said they are more
likely to attend a future live event after participating in the experience online
(Eventbrite, 2014).

37

Research Literature
Exploring the Effects of Program Novelty and Management Innovation on
Arts Festival Participation written by Lei, Eng Si and Zhao, Weibing in 2015
studied the demographic samples of local residents who are festivals audience
between 2009 and 2011 and their study revealed that general audience of the
festivals in 2011 was much younger than in 2009. The proportion of festival
participants in the age category of 15-24 was almost tripled, and participants in
the older age bracket slumped a lot. The distribution of monthly income also
matched the age structure quite well. People in this age group are either
unemployed or in their early career which means that their earnings are relatively
poor, hence they tend to patronize local festivals and they are knowledgeable in
these festivals. Also, these young people dont need to have huge amount of
money to be able to enjoy these local festivals. The study collected data from an
art festivals participants in two years, 2009 and 2011. The year 2009 has 159
usable responses and 127 for the year of 2011. In addition, an in-depth semistructured interview was conducted with the organizer of the festival. Content
analyses of the in-depth interview and two years programme were carried out to
supplement the data obtained from the survey.
Sustainable Events Tourism: A Case Study of Egypt by Dr. Reem B.
Elmasry and Dr. Dalia F. Amaria in 2012 studied the importance of events
especially in uncertain times- and how destinations can use events as a tourism
product. The paper provides an overview of festivals and events held in Egypt,
highlighting major guidelines for sustainable events taking into account positive

as well as negative impacts of events with the aim of improving the local
economy and increasing Egypt market share of international tourism through
enhancing Egypt positioning as an international tourism destination. Descriptive
qualitative approach is followed. Information is obtained through primary and
secondary data.
The impact of festivals and events on city image: A Case Analysis of
Ningbo International Fashion Festival by Ying Wang in 2009 offered a rich and
practical study of the impacts of festivals and events influence upon a
city image. To achieve this objective, a case study of Ningbo
international fashion festival was selected in particular, together with a
questionnaire to evaluate the effects of the festivals and events have
produced on the city image of Ningbo. For the research, this is
especially significant given the emphasis on what extent and how. By
performing a comprehensive analysis of case study and interview, the
main finding is that the city of Ningbo is enhanced by hosting Ningbo
international fashion festival. The methods of induction and deduction
are applied to the research process, drawing the conclusion that a
successful city festival has a function of promoting the city image.
Several recommendations and implications will be outlined for future
research and the cultural sector, with a hope of providing an
enlightenment of the importance of using festivals and events as a
means

of

culture-led

development.

strategies

in

urban

planning

and

city

Motivations of Young People for Visiting Wine Festivals by Tim H. Dodd in

2006 investigated the motivations of young visitors (35 years old and under) at
two wine festivals in Texas and Indiana. A nonprobability, purposive sample was
used. Fourteen motivational items were identified in which tasting wine, being
entertained and being with friends were perceived to be important motives for
young visitors. Wine Festivals in the U.S typically target older, well-educated and
affluent as wine is often seen as your parents beverage. However, recent
trends emerge which indicates that that young adults (ages 21 to 34) have added
25 percent to the core of wine purchasers in the United States. In addition, nearly
half (45 percent) of all U.S. wine consumers are between the ages of 35 to 54.
Todd (2006) also reports that young adult drinkers, aged 21 to 34, are more apt
to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds. In fact, younger drinkers are 84 percent more likely than the average adult
to spend $20 or more on a bottle of wine. These data provide marketers with a
new, wider definition of the wine consumer.

In addition, differences were

compared between the young and older visitors. Young people were found to
attach more importance to enjoying entertainment, finding thrills and excitement
and being with friends. Interestingly, young visitors also viewed tasting wine more
importantly than their older counterparts.
The paper Visitors' motivation for attending the South Beach Wine and
Food Festival, Miami Beach, Florida by authors Park, K.S, Reisinger Y. and
Kang, H.J in 2008 investigated what major factors attracted tourists to attend the

South Beach Wine and Food festival in Miami Beach, Florida and determine
whether these factors varied among the visitors from the United States, Canada,
South America, Europe, and Asia. A survey of 475 visitors to South Florida was
conducted in February 2006. Forty-four motivational items were factor analyzed.
The seven factors that motivated first-time visitors to the festival were the desire
to taste new wine and food, enjoy the event, enhance social status, escape from
routine life, meet new people, spend time with family, and get to know the
celebrity chefs and wine experts. A significant difference in motivation among the
five national groups of visitors was found in the area of family influence.

Synthesis
Cudny (2013) cited Gibson and Stewart in the definition of festival as an
annual event exploring the local culture.

On the other hand, Quinn (2010)

posited that festivals attract tourists and part of its charm is to enable tourists to
attend events of unusual atmosphere. The study of these authors is similar to the
present regarding the possible tourist traffic that festivals can create in a local
community.
On the other hand, the local literature provides the description of all
festivals in the 2nd District of Batangas. This is important because these festivals
are the main subject of the study and it is necessary to present these festivals in
relation to tourist influx in the community.
The literature presented provided the foundation of the whole study in the
sense that festivals are part of the tourism strategy implemented not only in the
local setting but international as well. In addition, it builds the framework of the

study as to the significance of identifying its objectives and its contribution to the
tourism industry in general.
41

Related Literature
Ylagan and Laguador (2014) studied the tourism industry in the Province
of Batangas .From the 42 published researches in the College of International
Tourism and Hospitality Management, 19 are related to tourism studies. The
study included the various areas of the tourism industry in the province including
Festivals celebrated in each of the municipalities. The study concluded that
tourism really provides opportunity to create employment for local residents. It
also nourishes the Filipino traditions through celebrating various festivities and
religious activities that symbolize the rich culture of the country. Lei and Zhao
(2015) in their study posited that it is equally meaningful to pay attention to the
context of local society. They argued that this is because tourists increasingly
regard events and festivals as an essential part of the destinations culture. An
event will be considered alive and authentic only when it is still popular among
the host community. Therefore, an event must be able to sustain its popularity
locally before it is utilized as a destination marketing tool. Lei and Zhao (2015)
studied the demographic samples of local residents who are festivals audience
between 2009 and 2011 and their study revealed that the general audience of the
festivals in 2011 was much younger than in 2009. The proportion of festival
participants in the age category of 15-24 was almost tripled, and participants in
the older age bracket slumped a lot. The distribution of monthly income also
matched the age structure quite well. People in this age group are either

unemployed or in their early career which means that their earnings are relatively
poor, hence they tend to patronize local festivals and they are knowledgeable in
these festivals. Also, these young people dont need to have huge amount of
money to be able to enjoy these local festivals. The study of Lei and Zhao also
revealed that participants in these festivals are mostly college graduate. This
finding suggests that the festival is mainly catering to better educated people.
Elmasry and Amara (2012) in their study about sustainable events tourism
in Egypt cited Goeldner and Ritchie who posited that events and, festivals for that
matter, can spread tourism both geographically and seasonally. It allow the
destinations to celebrate its uniqueness, promote itself, develop local pride and
enhance its economic wellbeing, in addition to producing sizeable economic and
tourism benefits.
The popularity of festivals is closely tied to tourism. Dean Mac Cannell as
cited by Adiova (2014) asserts that tradition is an important tourist attraction
because, while it is a reminder of a break with the past, it also allows people to
briefly reconnect with it. Folkloric forms, similar to and sometimes including
invented traditions, have long been associated with tradition in the popular
imagination. By attending a festival, the tourist can experience a taste of
traditional peasant life, but at the same time, the availability of food, music and
souvenirs makes the festival similar to other types of consumable experiences
familiar to the tourist. Relative hereto, the festivals in Batangas also involve
myths and legends and people are able to take a break from the modern world
and immerse themselves in a time that was much simpler. They are entertained
as the legends and myths are recreated through performance.

David Hern (2014) for example, posited that while there are many
spectacular places to see in Spain, tourists are more inclined to visit the country
to be in the hub of the La Tomatina Festival in Buol. Aside from seeing the
magnificent architectural structures and relics of the Roman heritage,
experiencing the famous tomato-throwing festival gives them a unique ringside
opportunity, which they can never experience in another place or time. Tourists
have the chance to know the local culture, which they only know previously from
books or magazines, to know the essence of the festivities and to socialize with
members of the local community. As such, they gain deeper understanding and
respect for the people, the local culture and traditional practices.
Accordingly, Wang (2009) posited that festival is a festive event that
people having a good time gathering together, which offers both the residents
and visitors joyful experience that can meet diverse community needs in order to
help host communities foster local development, leadership and networking. This
is also the community-based tourism development demand.
The tourism product includes event and festival are considered as
magnificent celebrations to the country which include dance, music, culture arts
and handcrafts (Getz, 2008, Egrest & Kara, 2014). From marketing perspective,
it is very important for managers of destination to provide quality product in the
festivals and events to examine the tourists behavior and intention to revisit
these events in the future (Kim et al, 2010). In addition, Yoon & Uysal (2005)
stated that "in an increasingly saturated marketplace, the success of marketing
destination should be guided by a thorough analysis of tourist motivation".

According to Getz (2008) stated that "festivals and public celebrations are found
in all societies. Together with a variety of other special events, they are
increasingly seen as unique tourist Smith (2014) reported that in 2012 and 2013,
the Toronto International Film Festival contributed to $189 million dollars in
Torontos economy with thousands of celebrities and movie buffs in attendance.
Events and activities are considered as positive benefits to their host
community and increasingly becoming one of the fastest growing types of
tourism attraction in the world (Andersson & Lundberg, 2013). In addition, Chang
(2006) asserted that "community festivals and special events have grown rapidly
in number throughout the world during the past decade". Hence, Lee et al (2004)
asserted that events and festivals having strong cultural components are likely to
increase number of participations. According to Tyrgay & Dikmen(2013),
attending festival events could be related to many factors such as accessibility,
entertainment, performance, and relaxation to go along this idea, "events are
important motivators of tourism, and figure prominently in the development and
marketing plans of most destinations (Getz, 2008). Getz also acknowledged that
festivals events play an important role in people's lives because they involve
significant activities, provide sending outlets for local and visitors, and encourage
local community's image. Events also provide an opportunity for promoting what
community are presenting (Turgay, 2013). Many academic researchers have
studied the festivals and events to understand many factors such as cultural
impact attractions and as destination image markets.

42

Wine Festivals in the U.S typically target older, well-educated and affluent
as wine is often seen as your parents beverage. However, recent trends
emerge which indicates that that young adults (ages 21 to 34) have added 25
percent to the core of wine purchasers in the United States. In addition, nearly
half (45 percent) of all U.S. wine consumers are between the ages of 35 to 54.
Todd (2006) also reports that young adult drinkers, aged 21 to 34, are more apt
to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds. In fact, younger drinkers are 84 percent more likely than the average adult
to spend $20 or more on a bottle of wine. These data provide marketers with a
new, wider definition of the wine consumer.
In a study conducted by Breugel (2013) regarding the social impact of
festivals in Thailand, the study revealed that gender does not have significant
effect on the respondents assessment of the effects of festivals.
In a study conducted by Lei and Zhao (2015), the educational attainment
of festival participants was similar in the two years, with majority having received
tertiary education. This finding suggests that the festival is mainly catering to
better educated people. As for frequency of attendance, there was an upsurge in
the number of first time participants, from 20.1% in 2009 to51.6% in 2011.
Getz (2014) in the book Festival and Event Management in Nordic
Countries posited that researchers have attempted to divide festival visitors into
meaningful segments primarily based on demographic features. He further
posited that married and senior attendees are less likely to participate in activities
in the festivals.

Casurao (u.d) studied the attributes of Davao City, specifically on services,

safety and security, festival, transportation and food and its effects on inbound
tourists. The researcher-made questionnaires were randomly distributed to386
travelers, at Davao International Airport, as respondents. The data was tabulated
and analyzed using the statistical tools namely: ANOVA, frequency, mean, and
regression analysis to test the hypothesis of the study. It was found that tourists
are moderately satisfied with the citys festival events. In addition, tourists under
middle life group have the highest likelihood of visiting Davao City again even
with a moderate tourism experience compared to other age groups. But when the
tourists are into a wonderful, fun-filled experience with festivals, even the busiest
age are likely to revisit the place.
Gaas (2011) studied the impact of Ati-Atihan Festival to the economy and
tourism activity in Kalibo, Aklan. This descriptive study involved 120respondents
composed of residents, businessmen and local government officials who were
selected using the purposive sampling method. A one-shot survey was
conducted to gather pertinent data and treated using descriptive and inferential
statistics. Results revealed that respondents believed that the Ati-Atihan festival
had an impact on the economy of the town by bringing about the expansion and
improvement of local products and in increasing the economic activity in the
town. It had an impact on the tourism industry by attracting tourists both locally
and internationally.
Coliat (2014) studied the impact of Tinapayan Festival in Cuenca
Batangas as a potential tourist attraction in Batangas. The study used descriptive
method with the survey questionnaire as data gathering instrument which was

administered among 100 respondents. The results of the study revealed that the
respondents agreed that in order to achieve the success of the Tinapay Festival,
there must be careful planning, organizing, directing and controlling. Most of the
respondents are 60 government officials and 40 locales who agreed that the
community involved and the committee in charge proved their incomparable
teamwork which made the Tinapay Festival successful. They developed great
teamwork through fair distribution of task resulting to respect and trust of the
residents.
Synthesis
All the studies presented are deemed relevant to the present study
specifically the Tinapayan Festival which is the closest to the present study. The
study conducted by Coliat regarding the potential of the festival in Cuenca as a
tourist attraction is also the subject of the study, only different district but the
same province. In addition, the study conducted by Ylagan and Laguador is also
relevant as it presented the tourism industry of Batangas in general which
includes Festival.

Chapter III
METHODOLOGY
This chapter presents the research design, population and procedures
that will aid in the analysis of the data gathered.
Research Design
This study entitled Effects of Different Festivals to Tourist Influx on the 2 nd
District of Batangas Province is a descriptive and qualitative research that
attempted to gather existing information and insights regarding the concepts of
Festivals in relation to tourist influx in the 2 nd district of Batangas. The study is
descriptive because it describes and documents aspect of a situation as it
naturally occurs. On the other hand, it is also qualitative as it quantified the
perceptions of the respondents with respect to the subject area for analysis.
Respondents of the Study
The participants of the study are 50 local government employees and 250
residents from the municipalities in the 2nd District of Batangas for a total of 300
respondents. The respondents were chosen because they have first-hand
knowledge of the festival including the planning, organizing and implanting
aspects of the festivals.
For equal representation of the municipalities or research local, the total
population of 300 were divided into 5 resulting to 60 respondents each
municipality.
Sampling Design

The researchers used Quota Sampling. Quota sampling is a nonprobability sampling technique wherein the assembled sample has the same

49

proportions of individuals as the entire population with respect to known

characteristics, traits or focused phenomenon. The

main

reason

why

researchers choose quota samples is that it allows the researchers to sample a

subgroup that is of great interest to the study. In addition, Quota sampling also
allows the researchers to observe relationships between subgroups. In some
studies, traits of a certain subgroup interact with other traits of another subgroup.
Data Gathering Instrument
The researchers used various instruments in order to obtain the data
needed or the conduct of the study. The main data-gathering instrument for this
study is the survey questionnaire.
The survey questionnaire is a self-constructed questionnaire using the
related literature and studies as basis. It was first validated using a test-run
before its final administration.
The first part of the questionnaire discussed the profile of the respondents.
This is followed by the General Description, Attractions, Activities and
Participations in the Festivals.
The secondary data, on the other hand, were obtained through previous
researches, books, journals and online sources as presented in the review of
related literature.

The data for this research were collected from the survey questionnaire.
The survey questionnaire was based on the concepts and literatures collected

50

regarding the subject of the study. The adviser validated the questionnaire and
underwent a test run before the distribution to the participants of the study. The
researchers assured the respondents of the confidentiality of their responses and
that all their responses would be used only for academic purposes. The
researchers also understood that peoples consciousness may also affect their
honesty and effectiveness in answering the survey, thus, the option of being
anonymous was given to them. Additionally, since the target respondents are
local government officials, the researchers were courteous and polite during the
interview and distribution and retrieval of questionnaires.
Statistical Treatment
In analyzing the gathered data, the researchers used frequency
distribution, percentage and weighted mean. On the other hand, ANOVA was
used to test the significant difference in the assessment of the respondents when
grouped according to profile. All these were tabulated and computed using
SPSS.
The data were treated statistically using the following methods:
Frequency and Percentage. A percentage frequency distribution is a
display of data that specifies the percentage of observations that exist for each
data point or grouping of data points.

51

Weighted Mean. The mean of two or more groups which takes account of
or weights the size of the groups when the sizes of one or more of the groups
differ (Lavrakas, 2008).
This formula was used in presenting, analyzing and interpreting the
perceptions of the respondents regarding the effects of festivals in tourists influx
in terms of general description, attractions, activities and participation.
One Way Analysis of Variance. The one-way analysis of variance
(ANOVA) is used to determine whether there are any significant differences
between the means of two or more independent (unrelated) groups (although you
tend to only see it used when there are a minimum of three, rather than two
groups). (Laerd Statistics)
This formula was used in order to determine if a significant difference
exists in the perceptions of the respondents when grouped according to their
educational attainment, civil status and place of residence.
Independent t-test. The independent-samples t-test (or independent ttest, for short) compares the means between two unrelated groups on the same
continuous, dependent variable.

This formula was used in determining the significant difference in the

perceptions of the respondents when grouped according to the gender and type
of respondent.

Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter includes the presentation, analysis and interpretation of data
gathered through survey questionnaire. The first part of the questionnaire aimed
to determine the profile of the respondents. It includes the age, gender, civil
status, educational background, category or type of the respondent and place of
residence.The second part of the questionnaire discussed the effects of the
festivals in terms of general description, attractions, activities and participations
of the respondents.
Based on the data gathered in the questionnaire, the study also
determined if there is significant difference in the perception of the respondents
as to the effects of festivals in tourist influx when grouped according to their
profile.
1. Profile of the Respondents
In order to better present the background of the respondents, age, gender,
civil status, educational background, place of residence and category as to LGU
employee or official and local residents were determine.

Table 4.1 presents the frequency distribution of the respondents in terms

of profile.

53

Table 4.1
Frequency Distribution of the Respondents in terms of Age
AGE BRACKET

FREQUENCY

15-24 years old

25-34 years old
35-44 years old
45 years old and above
TOTAL

99
77
65
59
300
Gender
82
218
300
Civil Status
141
146
5
8
300
Educational Attainment
26
123
141
10
300
Type of Respondent
50
250
300

Male
Female
TOTAL
Single
Married
Separated
Widow
TOTAL
Elementary Graduate
High School Graduate
College Graduate
Masteral/Doctorate
TOTAL
LGU Official/Employee
Resident
TOTAL

PERCENTAGE
(%)
33.0
25.7
21.7
19.7
100
27.3
72.7
100
47.0
48.7
1.7
2.7
100
8.7
41.0
47.0
3.3
100
16.7
83.3
100

Bauan
Lobo
Mabini
San Luis
San Pascual
TOTAL

Place of Residence
60
60
60
60
60
300

20.0
20.0
20.0
20.0
20.0
100

Based on the table, most of the respondents are 15-24 years old with
frequency of 99 at 33%. This is followed by respondents who are 25-34 years old
54

with frequency of 77 at 25.7%. Third on the list are respondents who are 65
years old at 21.7% and with only 59 respondents are in the age bracket of 45
years old and above at 19.7%.On the other hand, 218 of the 300 respondents
are female at 72.7% as opposed to only 82 male respondents at 27.3%.In terms
of Civil Status, most of the respondents are married with 146 out of 300
respondents, followed by Single respondents at 141, 8 respondents are widow
and 5 are separated. In the area of educational attainment, most of the
respondents are college graduate with 141 respondents, followed by 123
respondents who are high school graduate. On the other hand, 26 of the
respondents are elementary graduate and only 10 have Masters/Doctorate
Degree. In addition, most of the respondents are residents of the localities while
only 50 respondents are LGU employees/officials. Finally, the study used 60
respondents from each of the municipalities in the 2 nd District to give the local
communities equal opportunities to give their assessment on the subject of the
study.

The profile of the respondents revealed that these festivals are more
popular to a younger population which means that most of the local residents
who are in attendance to these festivals are also young people. The study also
revealed that the respondents who have better understanding of the effects of
festivals in the tourist influx in the municipalities are mostly young people who are
between the ages of 15-24, mostly female, married, college graduate and local
residents of the municipalities. Festivals are widely accepted as a way to market

55

destinations. But in order to promote the festivals, it is important to consider the

local residents as they make up a sizeable source of audience for these events.
This is the rationale for determining the general profile of the respondents who
are local residents in these municipalities.
Lei and Zhao (2015) in their study posited that it is equally meaningful to
pay attention to the context of local society. They argued that this is because
tourists increasingly regard events and festivals as an essential part of the
destinations culture. An event will be considered alive and authentic only when it
is still popular among the host community. Therefore, an event must be able to
sustain its popularity locally before it is utilized as a destination marketing tool.
Lei and Zhao (2015) studied the demographic samples of local residents
who are festivals audience between 2009 and 2011 and their study revealed that
the general audience of the festivals in 2011 was much younger than in 2009.
The proportion of festival participants in the age category of 15-24 was almost
tripled, and participants in the older age bracket slumped a lot. The distribution of

monthly income also matched the age structure quite well. People in this age
group are either unemployed or in their early career which means that their
earnings are relatively poor, hence they tend to patronize local festivals and they
are knowledgeable in these festivals. Also, these young people dont need to
have huge amount of money to be able to enjoy these local festivals. The study
of Lei and Zhao also revealed that participants in these festivals are mostly
college

56

graduate. The finding suggests that the festival is mainly catering to better
educated people.
2. Effects of the Festivals
2.1 Effects of Festivals in terms of General Description
Table 4.2.1 presents the perceptions of the respondents regarding the
effects of festivals in tourist influx in terms of the general description of the
festivals.
Table 4.2.1
Mean Distribution of the Effects of the Festivals in terms of
General Description
N=300
GENERAL DESCRIPTION
1. The festivals performances, dances and music
which are display of the localitys tradition and
customs
2. The reputation of the festival as the traditional
feast day of the locality
3. Thanksgiving festivities for the bountiful
harvest that the place and its locals receive
throughout the year
4. The celebration of the festival which involves
both entertainment, social value and spiritual

WEIGHTED
MEAN
3.49

VERBAL
INTERPRETATION
Agree

RANK

3.49

Agree

1.5

3.49

Agree

1.5

3.45

Agree

1.5

5. The economic opportunities that are available

3.32
Agree
8.5
to both the locals and the tourists
6. The vital role that festivals play in destination
3.35
Agree
7
branding
7. The uniqueness of the festival
3.41
Agree
6
8. The period of the festival which is deemed
3.36
Agree
8.5
suitable to the tourists vacation period
9. The chance to provide tourists a glimpse on
3.42
Agree
5
how local communities celebrate their culture and
how this affects the community development
COMPOSITE MEAN
3.42
AGREE
Legend: 3.50 4.00 = Strongly Agree; 2.50 3.49 = Agree; 1.50 2.49 = Disagree; 1.00 1.49 =
Strongly Disagree

It can be seen from the table that most of the respondents perceived that
the festivals performance, dances and music which are display of the localitys

57

tradition and customs greatly add to the charm of festivals to attract tourists in the
locality with weighted mean of 3.49 and verbal interpretation of Agree. In
addition, the reputation of the festivals as the traditional feast day of the locality
and the thanksgiving festivities for the bountiful harvest that the place and its
locals receive throughout the year also add to the influence of festivals, both
receiving the same weighted mean of 3.49.On the other hand, the respondents
believe that the celebration of the festival which involves both entertainment,
social value and spiritual with weighed mean of 3.45, also with verbal
interpretation of Agree. This is followed by respondents perception that the
chance to provide tourist a glimpse on how local communities celebrate their
culture and how this affects the community development also effects the festivals
ability to attract tourists with weighted mean of 3.42 but still verbally interpreted
as Agree. The respondents also believe that the uniqueness of the festivals also
add to the reasons why tourists flock to the municipalities with weighted mean of

55

3.41 and verbal interpretation of Agree. The role that festivals play in destination
branding also explains why tourists tend to visit those localities with weighted
mean of 3.35 and verbal interpretation of Agree. Finally, economic opportunities
and the period of the festival also give tourists good reasons to visit the localities,
both with weighted mean of 3.32 but still verbally interpreted as Agree. The
composite mean of 3.42 and verbal interpretation of Agree revealed

58

that the general attractions of the festivals greatly influenced the tourists desire
to visit the place.
The findings revealed that tourists tend to favor places that offer great
variety in terms of general attractions in the festival. Festivals are an important
motivator of tourism, and play significant role in the development and marketing
plans of most destinations. They can attract tourists and visitors, both national
and international. The tourism influx generated is especially welcome when it
occurs in a medium or low-tourism season since it reduces seasonal ebbs.
Festivals help to capture attention and promote attractions and infrastructures.
The roles and impacts of planned festivals within tourism are of increasing
importance for destination competitiveness.
Elmasry and Amara (2012) in their study about sustainable events tourism
in Egypt cited Goeldner and Ritchie who posited that events and, festivals for that
matter, can spread tourism both geographically and seasonally. It allow the

destinations to celebrate its uniqueness, promote itself, develop local pride and
enhance its economic wellbeing, in addition to producing sizeable economic and
tourism benefits.
2.2. Effects of Festivals in terms of Attractions
Table 4.2.2 presents the effects of festivals in tourist influx in terms of
Attractions as perceived by the respondents.

59

Table 4.2.2
Mean Distribution of the Effects of the Festivals in terms of
Attractions
N=300
Attractions

WEIGHTED
MEAN
3.53

VERBAL
INTERPRETATION
Strongly Agree

RANK

1. The colourful array of costumes of the street

1
dancers involved in the festival
2. The beautiful floats in the parade which
3.46
Agree
4
features the localitys rich history
3. The live bands performing during the parade
3.36
Agree
5
participated by home-grown talents
4. The booths or stalls that features local harvest
3.31
Agree
6
and delicacies
5. The statue of the patron saint of the
3.51
Strongly Agree
2
community that is honored during the festival.
6.The relevance of the festival in the localitys
3.47
Agree
3
rich culture and history
COMPOSITE MEAN
3.43
AGREE
Legend: 3.50 4.00 = Strongly Agree; 2.50 3.49 = Agree; 1.50 2.49 = Disagree; 1.00 1.49 =
Strongly Disagree

Table 4.2.2 revealed that most of the respondents believed that the
colorful costumes of the street dancers attract many tourists in the localities with
the highest weighted mean of 3.53 and verbal interpretation of Strongly Agree.

This is followed by the statue of the patron saint being honored during the festival
with weighted mean of 3.51 and also interpreted as Strongly Agree. In addition,
the respondents also revealed that the relevance of the festival in the localitys
rich culture and history also affect the tourism of the municipalities with weighted
mean of 3.47 and still verbally interpreted as Agree. On the other hand, the
beautiful floats, live bands and booths or stalls featuring local harvest and

60

delicacies also affect tourist influx with weighted mean of 3.46, 3.36 and 3,31
respectively, all interpreted as Agree. The composite mean of 3.43 and verbal
interpretation of Agree revealed that the attractions of these festivals also
contribute to the tourist influx in the localities.
Festivals in the Philippines are somehow connected to the history of the
municipality or the city in which they originated and the street dancing
competitions/performances of the participants in these festivals also involve the
portrayal of their history through music and movement. Most of these street
dancing performances also have one common element, the element of
Christianity which can be reflected on how the festivals revered their patron saint
which would explain the high weighted mean received by attractions connected
to religion specifically Catholicism.

The popularity of festivals is closely tied to tourism. Dean MacCannell as

cited by Adiova (2014) asserts that tradition is an important tourist attraction
because, while it is a reminder of a break with the past, it also allows people to
briefly reconnect with it. By attending a festival, the tourist can experience a taste
of traditional peasant life, but at the same time, the availability of food, music and
souvenirs makes the festival similar to other types of consumable experiences
familiar to the tourist. Relative hereto, the festivals in Batangas also involve
myths and legends and people are able to take a break from the modern world

61

and immerse themselves in a time that was much simpler. They are entertained
as the legends and myths are recreated through performance.
2.3 Effects of Festivals in tourist influx in terms of Activities
Table 4.2.3 presents the effects of the festivals in terms of Activities.
Table 4.2.3
Mean Distribution of the Effects of the Festivals in terms of
Activities
N=300
Activities
1. The food bazaars featuring the local
delicacies.
2. The fluvial parade that commemorate the
patron saint.
3. The festivals exhibiting their skills and talents
by creating costumes made out of recyclable or
resources found in the community.
4. The presentation of handmade and local
products.

WEIGHTED
MEAN
3.43

VERBAL
INTERPRETATION
Agree

RANK

3.41

Agree

6.5

3.47

Agree

3.44

Agree

5. The beauty pageants held the night before or

3.48
Agree
1
during the festival.
6. The participation of the tourists in street
3.37
Agree
8
dancing and eating contest.
7. Some schools or institutions joining the annual
3.42
Agree
5
contests in singing and dancing.
8. The exhibit featuring the historical sites,
3.32
Agree
6.5
monuments, social and political events that
shaped the community
COMPOSITE MEAN
3.41
AGREE
Legend: 3.50 4.00 = Strongly Agree; 2.50 3.49 = Agree; 1.50 2.49 = Disagree; 1.00 1.49 =
Strongly Disagree

Based on the table above, beauty pageants held the night before of the
festivals attract tourist influx with the highest weighted mean of 3.48 and verbally
interpreted as Agree. This is followed by the skills and talents of creating
costumes made out of recyclable materials with weighted mean of 3.47 and
verbally interpreted as Agree. The presentation of local handmade products also
62

attract tourist influx with weighted mean of 3.44 and verbal interpretation of
Agree. The food bazaars and the schools and institutions joining the annual sing
and dance contest also highlight the festivals with weighted mean of 3.43 and
3.42 respectively. On the other hand, the fluvial parade and exhibits featuring
historical sites are activities that also attract the tourists both with weighted mean
of 3.32. Finally, the participation of the tourists themselves in street dancing and
eating contests contributed to the increase of tourists in the municipalities with
weighted mean of 3.37 and verbal interpretation of Agree. The composite mean
of 3.41 and verbal interpretation of Agree revealed that these activities are
factors that contributed to the tourist influx in the localities.
Beauty pageants feature local beauties who are not only vying for the
crown but the chance to represent the advocacies of the municipalities. Part of

the charm of the festivals is the local beauties in their local costumes handmade
with local products. In addition, these activities are opportunity to show case the
localities skills to the rest of the world.
David Hern (2014) for example, posited that while there are many
spectacular places to see in Spain, tourists are more inclined to visit the country
to be in the hub of the La Tomatina Festival in Buol. Aside from seeing the
magnificent architectural structures and relics of the Roman heritage,
experiencing the famous tomato-throwing festival gives them a unique ringside
opportunity, which they can never experience in another place or time. Tourists

63

have the chance to know the local culture, which they only know previously from
books or magazines, to know the essence of the festivities and to socialize with
members of the local community. As such, they gain deeper understanding and
respect for the people, the local culture and traditional practices.
Accordingly, Wang (2009) posited that festival is a festive event that
people having a good time gathering together, which offers both the residents
and visitors joyful experience that can meet diverse community needs in order to
help host communities foster local development, leadership and networking. This
is also the community-based tourism development demand.
The tourism product includes event and festival are considered as
magnificent celebrations to the country which include dance, music, culture arts

and handcrafts (Getz, 2008, Egrest & Kara, 2014). From marketing perspective,
it is very important for managers of destination to provide quality product in the
festivals and events to examine the tourists behavior and intention to revisit
these events in the future (Kim et al, 2010). In addition, Yoon & Uysal (2005)
stated that "in an increasingly saturated marketplace, the success of marketing
destination should be guided by a thorough analysis of tourist motivation".
According to Getz (2008) stated that "festivals and public celebrations are found
in all societies. Together with a variety of other special events, they are
increasingly seen as unique tourist attractions and as destination image markets.

64

2.4 Effects of Festivals in Tourist Influx in Terms of Participation

Table 4.2.4 presents the assessment of the respondents regarding the
effects of the festivals in tourists influx in terms of participation.
Table 4.2.4
Mean Distribution of the Effects of the Festivals in terms of
Participation
N=300
Participation
1. The relevant programming of the festivals
which includes all the elements of traditions and
present day situation
2. The chance to interact with the host
community and help people to enjoy and meet
their leisure needs
3. The presence of local celebrities in the
festivals which makes it more entertaining and
appealing
4. The tourists participation in the games

WEIGHTED
MEAN
3.43

VERBAL
INTERPRETATION
Agree

RANK

3.35

Agree

3.56

Strongly Agree

3.36

Agree

involving local games

5. The bayanihan spirit in the festivals involving
3.47
Agree
2
community participation in the festivals like the
various inter-barangay contests
6. The effort of the local government unit to
3.42
Agree
5
promote the festival in multi-media venue
7. The contagious community spirit and pride of
3.45
Agree
3
the locals during the festival
COMPOSITE MEAN
3.41
AGREE
Legend: 3.50 4.00 = Strongly Agree; 2.50 3.49 = Agree; 1.50 2.49 = Disagree; 1.00 1.49 =
Strongly Disagree

It can be gleaned from the table that most of the respondents believe that
the presence of local celebrities in the festivals make it more entertaining and
appealing with weighted mean of 3.56 and verbally interpreted as Strongly Agree.
This is followed by the bayanihan spirit in the festivals with weighted mean of
3.47 and verbally interpreted as Agree. In addition, the respondents

65

believe that the contagious community spirit and pride contributes to the charm of
the festival with weighted mean of 3.45 and verbal interpretation of Agree. On the
other hand, the regular programming of the festival which includes traditions and
present day elements also ranked high in the list with weighted mean of 3.43 and
also verbally interpreted as Agree. Furthermore, the effort of the local
government unit to promote the festival in multi-media venue is also
commendable with weighted mean of 3.42. The participation of the tourists in the
local games is also one of the festival experiences that tourists love with
weighted mean of 3.36. Finally, the chance to interact with the host community
received the lowest weighted mean of 3.35; however, it can still be interpreted as

Agree. The composite mean of 3.41 and verbal interpretation of Agree revealed
that the participation in festivals greatly influenced the influx of tourists in the
locality.
Celebrities are almost always present in the festivals of different
municipalities. Local tourists flock to festivals not only to experience the culture
and traditions different from theirs but also to have the opportunity to see their
favorite celebrities in person. In international film festivals, for example, like the
Sundance and Toronto International Film Festivals especially boost tourism
because of their high-profile celebrity guests. On the other hand, local festival
organizers always invite local celebrities for entertainment and to increase the
popularity of the festivals.

66

Smith (2014) reported that in 2012 and 2013, the Toronto International
Film Festival contributed to $189 million dollars in Torontos economy with
thousands of celebrities and movie buffs in attendance.
Events and activities are considered as positive benefits to their host
community and increasingly becoming one of the fastest growing types of
tourism attraction in the world (Andersson & Lundberg, 2013). In addition, Chang
(2006) asserted that "community festivals and special events have grown rapidly
in number throughout the world during the past decade". Hence, Lee et al (2005)
asserted that events and festivals having strong cultural components are likely to

increase number of participations. According to Tyrgay & Dikmen(2013),

attending festival events could be related to many factors such as accessibility,
entertainment, performance, and relaxation to go along this idea, "events are
important motivators of tourism, and figure prominently in the development and
marketing plans of most destinations (Getz, 2008). Getz also acknowledged that
festivals events play an important role in people's lives because they involve
significant activities, provide sending outlets for local and visitors, and encourage
local community's image. Events also provide an opportunity for promoting what
community are presenting (Turgay, 2013). Many academic researchers have
studied the festivals and events to understand many factors such as cultural
impact.

67

3.

Significant

difference

on

the

respondents

assessment

regarding the effects of festivals in tourists influx when grouped according

to profile.
The succeeding tables show the significant difference of the respondents
assessment when they are grouped according to their profile.
3.1 Difference on the respondents assessment on the effects of
Festivals in Tourist Influx in Terms of their Age
Table 4.3.1

Difference on the Respondents Assessment

when grouped according to their Age
Variables
General Description
Attractions
Activities

pvalues
.29
.23
.008

Computed Fvalues
1.25
1.41
4.01

Decision on Ho
Failed to Reject
Failed Reject
Reject

Participation

.92

2.16

Failed Reject

Verbal
Interpretation
Not Significant
Not Significant
Significant
Not Significant

It can be gleaned from the table that there is no significant difference on

the assessment of the respondents on the effects of festivals in tourists influx
when grouped according to age in terms of the general description, attractions
and participation. This means that the responses of the participants of the study
do not vary across all age brackets. On the other hand, there is significant
difference in the respondents assessment in terms of activities. This is because

68

the ability of the respondents to participate and appreciate the activities in the
festivals depends on their present age.
Older respondents may not be able to appreciate activities that may
involve physical strength as oppose to a much younger respondents. On the
other hand, traditional dances and exhibits of artifacts may not sit well with
younger tourists.
Wine Festivals in the U.S typically target older, well-educated and affluent
as wine is often seen as your parents beverage. However, recent trends

emerge which indicates that that young adults (ages 21 to 34) have added 25
percent to the core of wine purchasers in the United States. In addition, nearly
half (45 percent) of all U.S. wine consumers are between the ages of 35 to 54.
Todd (2006) also reports that young adult drinkers, aged 21 to 34, are more apt
to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds. In fact, younger drinkers are 84 percent more likely than the average adult
to spend $20 or more on a bottle of wine. These data provide marketers with a
new, wider definition of the wine consumer.

69

3.2 Difference on the respondents assessment in Terms of Gender

Table 4.3.2
Difference on the Respondents Assessment
When grouped according to Gender
Variables
General Description
Attractions
Activities

pvalues
.69
.35
.86

Computed tvalues
-.39
-.92
.17

Participation

.68

-.40

Decision on Ho
Failed to Reject
Failed to Reject
Failed to Reject

Verbal
Interpretation
Not Significant
Not Significant
Not Significant

Failed to Reject

Not Significant

It can be gleaned from the table that there is no significant difference in

the assessment of the respondents when grouped according to gender on the
effects of festivals in tourist influx.
This means that both male and female view the effects of festivals in
tourists influx the same way and that there is no gender gap in terms of
assessing the effects of festivals.
In a study conducted by Breugel (2013) regarding the social impact of
festivals in Thailand, the study revealed that gender does not have significant
effect on the respondents assessment of the effects of festivals.

70

3.3 Difference on the Respondents Assessment in Terms of Educational

Attainment
Table 4.3.3
Difference on the Respondents Assessment when
grouped according to Educational Attainment
Variables

Computed Fvalues
1.73

Decision on Ho

General Description

pvalues
.16

Failed to Reject

Verbal
Interpretation
Not Significant

Attractions
Activities
Participation

.03
.10
.02

2.93
2.04
3.15

Reject
Failed to Reject
Reject

Significant
Not Significant
Significant

It can be gleaned from the table that there is significant difference in the
assessment of the respondents when grouped according to their educational
attainment in the areas of attractions and participation. On the other hand, there
is no significant difference in General Description and Activities.
This means that the educational attainment of the respondents affect the
way they perceive the effects of festivals in attractions and participation.
In a study conducted by Lei and Zhao (2015), the educational attainment
of festival participants was similar in the two years, with majority having received
tertiary education. This finding suggests that the festival is mainly catering to
better educated people. As for frequency of attendance, there was an upsurge in
the number of first time participants, from 20.1% in 2009 to51.6% in 2011.

71

3.4 Difference on the respondents assessment when Grouped

according to Civil Status
Table 4.3.4
Difference on the Respondents Assessment when grouped according to
Civil Status
Variables
General Description
Attractions
Activities
Participation

pvalues
.89
.84
.00
.54

Computed Fvalues
.205
.279
4.06
.712

Decision on Ho
Failed to Reject
Failed to Reject
Reject
Failed to Reject

Verbal
Interpretation
Not Significant
Not Significant
Significant
Not Significant

It can be gleaned from the table above that the assessment of the
respondents in the general description, attractions and participations in festivals
do not have significant difference when they are grouped according to Civil
Status.
This means that whether they are Single, Married, Separated or Widow,
they view the general description, attractions and participations as factors of the
festival that affect tourists influx.
On the other hand, there is significant difference in their responses when
activities of the festivals are taken into consideration. Respondents who are
single tend to be more open-minded in their assessment while married
respondents always consider family togetherness in giving their perceptions. On
the other hand, the responses of those who are separated and widows do not
contribute to the differences in the perceptions because of their limited number.

72

Getz (2014) in the book Festival and Event Management in Nordic

Countries posited that researchers have attempted to divide festival visitors into
meaningful segments primarily based on demographic features. He further
posited that married and senior attendees are less likely to participate in activities
in the festivals.
3.5 Differences on the Respondents Assessment when Grouped
according to Type
Table 4.3.5
Difference on the Respondents Assessment when grouped according to
Type

Variables
General Description
Attractions
Activities

pvalues
.07
.48
.29

Computed tvalues
-1.76
-.696
-1.04

Participation

.24

-1.15

Decision on Ho
Failed to Reject
Failed to Reject
Failed to Reject

Verbal
Interpretation
Not Significant
Not Significant
Not Significant

Failed to Reject

Not Significant

It can be gleaned from the table that there is no significant difference in

their responses when grouped according to type of respondents. This means that
regardless of whether they are regular residents or employees/officials in the
LGU, their assessments are the same.
This finding can also mean that both the residents and festival organizers
view festivals as effective tourism strategy.

73

3.6. Difference on the Respondents Assessment when Grouped

according to Place of Residence
Table 4.3.6
Difference on the Respondents Assessment when grouped
According to Place of Residence
Variables

Computed Fvalues
2.52

Decision on Ho

General Description

pvalues
.04

Reject

Verbal
Interpretation
Significant

Attractions

.11

1.88

Failed to Reject

Not Significant

Activities
Participation

.02
.17

2.95
1.60

Reject
Failed to Reject

Significant
Not Significant

It can be gleaned from the table that there is no significant difference in

the assessment of the respondents when grouped according to place of
residence in terms of attractions and participation. This means that their
responses do not vary and all of the respondents regardless of their place of
residence provide the same assessments.
On the other hand, the significant difference can be found in General
Description and Activities. This mean that there are also differences in the way
they perceive the festivals. Of course local resident tend to favor the general
description and activities of their festivals thus affecting their perceived effect. In
addition, their assessment also revealed that different festivals means different
activities and description, thus, its crowd-drawing abilities also differ.

74

4. Proposal to Improve and Enhance Festivals in the 2nd District of

Batangas.
Table 4
Action Plan to Improve and Enhance Festivals
Specific
Objectives
1. To conduct
information
disseminati
on of the
Festivals.
2. Advance
planning of
the
activities
and
programs
of
the
festivals

3. Develop
Additiona
l
Infrastruc
ture
Connecte
d
to
Festivals

Strategies
1. Promotion
through
various
media and
muti-media
venue in the
municipalitie
s
2. Local
tourism
office
in
coordination
with
the
barangay
officials
conduct
a
planning
workshop to
effectively
plan
the
activities
and
programs of
the festivals
3. Consult with
local officials
and
allot
funding
to
develop
infrastructur
e
like
amusement
parks
that
can serve as
venue
for
the festivals.

Persons
involved
1. Local
Touris
m
Office

Budgetary
Requirements
150,000.00

300,000
2. Touris
m
Office
and
Baran
gay
Official
s

3. Local
Touris
m
Office,
LGU

10,000,000.00

Expected Outcome
1. People
will
become more
aware of the
festivals in the
municipalities

2. The festivals
will be able to
offer better
programming
and more
effective
activities that
will increase
tourist influx

3. Increased
number of local
and foreign
visitors

Chapter V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary, findings, conclusions, and the
recommendations based in the gathered data.
Summary
The study entitled, The Effects of Festivals in Tourist Influx in the 2 nd
District of Batangas aimed to determine the effects of local festivals to tourist
influx as perceived by the residents of the municipalities under the 2 nd District of
Batangas. The characteristics of the festivals included in the study are general
description, attraction, activities and participation. The researchers also
determined if there are differences in the perceptions of the respondents when
grouped according to their profile such as age, gender, civil status, educational
attainment, place of residence and type of respondents. The research utilized the
descriptive research method in the conduct of the study. Descriptive research is a
method used to obtain information and describe what exists within the variables
or conditions of the situation. Surveys and observation were used as the main
tool in presenting the study. The researcher made use of existing literature in
order to verify the researchers observations and come up with preliminary ideas
regarding the research problem. The study was conducted in the 5 municipalities
in ther 2nd District of Batangas namely; San Pascual, Bauan, Mabini, San Luis
and Lobo.
The first objective of the study aimed to determine the profile of the
respondents in terms of age, gender, marital status, educational attainment,

76

place of residence and type. Frequency and percentage were used to better
present the demographic profile of the respondents.
The second objective was to determine the assessment of the
respondents regarding the effects of festivals in the tourists influx in their
municipalities. Their assessments were presented and analyzed using weighted
mean with the corresponding verbal interpretation.
The assessments of the respondents were also analyzed by determining if
significant differences exist when they are grouped according to their
demographic profile. Independent t-test and one way anova were used for
analysis.
The data gathered were then used to propose strategies that will enhance
and improve the festivals in the municipalities.
Findings
Based on the data gathered, the following are the findings of the study:
1. The

study

revealed

that

the

respondents

who

have

better

understanding of the effects of festivals in the tourist influx in the

municipalities are mostly young people who are between the ages of
15-24, mostly female, married, college graduate and local residents of
the municipalities.

77

2. The study revealed that attractions and participation received the

highest composite mean of 3.43 as characteristics of the festivals that
greatly affect the tourists influx in the municipalities.
3. In terms of significant difference, most of the perceptions of the
respondents revealed no variations when grouped according to
demographic profile except for the activities and participation in the
festivals which revealed significant differences.
4. For an improved and enhanced festivals, the researchers proposed
better information dissemination, better programming and activities and
additional infrastructure which will boost the festivals thereby attracting
more tourists.
Conclusions
Based on the findings above, the following are the conclusions of the
study:
1 Majority of the respondents are in the younger bracket, well-educated
and married.
2 Majority of the respondents are in agreement that festivals with its
descriptions, attractions, activities and participation affect the tourists
influx in the municipalities.
3 Demographic profile yielded significant difference in the assessment of
the respondents in terms of activities and participation in festivals.
78

4 Better awareness of the festivals, programming and activities and

additional infrastructure like theme parks will help boost the knowledge
about the festivals thereby increasing tourists influx.

Recommendations
Based on the findings of the study and conclusions drawn from the results,
the following were recommended:
1 The demographic profile of the locals and foreign tourists should be
considered when planning the festivals.
2 Careful planning of the festivals should be implemented especially in
programming and activities of the festivals.
3 The local government units of the municipalities should consider both
the positive and negative impact of too much influx of tourists in their
locality.
4 Strategic allotment of budget should be considered by the local
government in order to ensure that the cost of the festivals will not
exceed the economic and social impact of these festivals.