Chapter ITHE 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 locality’s 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. 2 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 café 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 . in a way that is more significant and will emphasize the rationale behind these festivals. but they will not go here because not just the attractions alone. how this will help the community in such a way both the government and the locals can benefit from this event. they can also interact with them. While watching different sets of performers dancing in the street. 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. different from the colorful street decorations. but they can also enjoy their stay celebrating the festival. Also through the help of this festival. while in the side of the streets they can buy different delicacies each town in the 2nd District in Batangas Province.4 creating an article of colorful photographs capturing for eternity the excitement and passion of a frenzy crowd. in a way it can help to attract more tourist to visit Batangas Province. each municipality can provide jobs for the locals. It also encouraged the researchers to present these festivals in a different light. on its social impact to the tourism industry. its economic impact to the tourism industry. 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. dancing together while hearing the band playing their instruments. 1 age. 1. and 2. 1. This study sought to answer the following questions.4 educational attainment.4 participation 6 3. What is the profile of respondents in terms of? 1. 1.2 attractions. 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? . 2. 1.3 civil status. specifically.5 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. How do the respondents assess the effects of different festivals to tourist influx on the 2nd District of Batangas Province regards to: 2.6 place of residency 2.3 activities. 2.5 type of respondent.2 sex.1 general description. and 1. 1. 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. This personal advantage coming from innate abilities of individuals is hard to be captured by a precise and measurable economic factor. 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. the present study transferred Frey‘s ideas about superstardom to festival organizations and the management of their special events. 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 . 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. Similarly. 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. as Rosen explains but nevertheless it has its definite place in the proposed models as ―quality or ―talent. In order for festivals to become superstar festivals. according to 7 Frey‘s logic about museums.4. . 2009) suggests that central bureaucracy as a type of organizational culture is not so flexible. attraction. creating confusions as to what should be promoted in the festival. process and output variables which form the framework of the study. The superstar theory also pertains to what sets a certain festival apart from the other festivals. On the organizational level Frey (as cited by Black. This is where the concepts of “quality” or “talent” come in. activities and participation matter in tourists’ influx. thus. 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. or in the present study.strategically targeted in order to complete the visitors‘ total experience. and on the contrary when visitors crowds boost the overall income of the event. Figure 1 shows the input. the managers might invest more money in the better fulfilment of the goals of cultural preservation and tradition revival. In other words. Conceptual Framework This study focused on the effects of different festivals to tourist influx on the 2nd district of Batangas Province. the description. According to Black (2009) the later important functions are not be seen as cut down or diminished. 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 8 to and improve Resident Factors affecting the festivals: General Description Attractions Activities Participatio n 9 Figure 1 . 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. 10 . The first box presents the festivals in the municipalities in the 2nd district of Batangas Province. 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. The desired output of the study is to come up with a strategy that may enhance and improve the festivals of the municipalities.Research Paradigm The paradigm shows the concept of the study using the Input-ProcessOutput structure. The second box corresponds to the manner by which all the gathered data are presented and statistically treated in order to draw appropriate analysis. Research Hypothesis In assessing the effects of different festivals to tourist influx on the 2 nd district of Batangas Province. the 2nd District of Batangas is composed of the municipalities of Lobo. San Luis and Lobo with 60 respondents each. the 5th Legislative District which is the Lone District of Batangas City and the 6thLegislative District or the Lone District of Lipa City. the researchers no longer included Batangas City in the scope of the study but its festival as a relevant literature. For this reason and the security of the researchers. 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.Historically. Tingloy and Batangas City. The study includes the profile of the respondents consisting of Age. the passage of Republic Act 10673 created two more legislative Districts in Batangas. The participants are also categorized as to LGU Employee or as residents. Tingloy cannot easily be accessed by public transportation and the passenger boats travelling to it are only by schedule. Civil Status. Mabini. However. Mabini. Tingloy was also excluded as part of the research locale of the study. The participants of the study are residents and officials from San Pascual. On the other hand. about two nautical miles south. Bauan. San Pascual. Educational Attainment and Place of Residency. Gender. 11 . Tingloy was also excluded in the study due to its geographical location. Bauan. Tingloy is located off the southwest coast of the Batangas mainland. San Luis. checked and verified by the adviser.In the process of data gathering. 12 . the researchers used weighted mean. and by industry experts. and one-way ANOVA for hypothesis testing. They are also good opportunities to meet with families. Significance of the Study The importance of festivals is a two-way prong when it comes to providing support to the local community. this study will provide insights that will help them in effectively plan the festivals in a way that will be beneficial to the residents. For the locals themselves. festivals are muchawaited occasions to relish the local culture and tradition. the researcher used a self-made questionnaire. the entire community. chairman and members of the panel. frequency formula. the study is significant to the following: To the Local Government Units of the 2 nd District of Batangas Province. The study can also be used as a basis for an improved festival programming. Specifically. in fact. Only items in the questionnaire are included as basis for the findings. conclusions and recommendations of the study. For the data analysis. friends and. this study will highlight the rich traditions and culture of their place as presented in the festivals. The Local Communities of the 2nd District of Batangas Province. they can have an overview of the programs and events. 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. 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 researchers themselves. It can also be an aid in order to boast the tourism industry of the Province. and give information about the 2 nd District of Batangas Province and its festivity. this study addressed itself to educators. the study can be a source of information in their study of hospitality management. Philippines. specifically CABEIHM Faculty. that they may gain valuable concepts in preparing a certain destination. To Batangas State University. activities and the colorful celebration of one of the festivals in the Province of Batangas. To the Tourism Management Students.To the Provincial Tourism and Cultural Affairs Office of Batangas (PTCAO). To the Tourism Industry. 13 . this study will help to assess the programs and events that are happening in the province. To the Tourists of Batangas Province. This can help them explore and discover one of the festivities held in the Province of Batangas. this study gave them the idea about the effects of different festivals to tourist influx on the 2 nd District of Batangas. patience. In this study. their emotions. moods. this study will provide additional literature in the study of the tourism industry. this was used as a variable that refer to a form of organized. Activities. typically for its inherent or exhibited cultural value. determination. which can be otherwise interpreted in different ways. In this study. faith and good relation to others. This refers to what people are doing or behavior. Attractions. To future researchers. or amusement opportunities. this was used as a variable that refer to a place of interest that tourists visit. This refers to creating and understanding knowledge about festivals and experiences (Getz. 2007). supervised. 2007).Province. 14 . or attitudes or cognition (Getz. It strengthened their time management. natural or built beauty. often extracurricular recreation. 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. historical significance. perseverance. et. Chapter II REVIEW OF RELATED LITERATURE . to celebrate the founding of towns. 2007).Festival. may it be to commemorate the feast day of their Patron Saints. This refers as festivals that provide activities for the formal education sector (Chouguley. and cities or simply to thank our Creator for the bountiful blessings He has showered our lives for the whole year. or to help open countries to global influences (Getz. This refers as the arrival or inward flow of a large amount of tourist in a destination (Cruz. it was defined as an increase of people visiting in a municipality. Tourist. made. barangays. al. et. al. 2011). In this study this was used as part of the title which refers to the people who visits a place. or used. This refers to gain legitimacy and prestige draw attention to their accomplishment. Influx. this was used as a variable that includes the duration. type. 2007). In this study. General Description. events and years of celebration.. In this study. This refers to an important part of the tourism industry (Goeldner. In this study. foster trade and tourism. 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. Purpose.. 2010). this was used as a variable which refers to the reason for which something exists or is done. In this study. 2009). this was refer as feasting and celebration of people. Therefore like a circle. the origin of the word ‘Tourism’ itself is in research. they suggest the action of movement around a circle. i.e. Conceptual Literature The purpose of the conceptual literature is to determine if the research questions are within the context of the existing scientific literature.This chapter presents the conceptual literature and studies deemed relevant to the present study. which ultimately returns back toits beginning. Tourism The definition of tourism. 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. One can argue that a circle represents a starting point. According to Theobald “Etymologically. The suffix-ism is defined as an action or process. the word tour is derived from the Latin word torn are /torn us and the Greek word tornos. typical behavior of quality. 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 actof 16 . changed in modern English to represent one’s turn’. While the suffix-ist denote ‘one that performs a given action’ When the word tour and the suffixes-ism and –ist are combined. meaning. a tour represents journey in a round trip. colour. etc. For example. marketing. languages. The study of information technology enhances understanding on the importance of the global distribution system and its effect on tourism business. On the other hand. human socio-cultural activities and environmental development as well as academic subjects such as geography. Nanthakumar (2008) posited that tourism is a field of human activity known to mankind from time immemorial. psychology. subjects such as history and geography help us understand more about the development of the historical and geographical resources of a tourist destination. one who takes such a journey can be called a “Tourist” (CBSE. The study of religion and culture 17 . it is necessary to integrate a number of subjects to study tourism. Besides. travel is referred to as any movement of one or more people from one point to another. HED further expounded on its importance to economic changes. history.leaving and then returning to the original starting point and therefore. business and law. subjects like marketing and business help understand the promotion and marketing of tourism products. He further posited that the world's oldest industry is also one of the largest and fastest growing industries today. and creed and builds universal brotherhood. 2013). economics. It cuts across barriers of caste. According to Nanthakumar (2008). With this. Therefore. he suggested that there is not much difference between tourism and travel. in general both terms are used as synonyms. the Hongkong Education Bureau (2013) explained that tourism embraces nearly all aspects of our society. it provides more stable earnings than being provided by primary products. 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. Srivastava (201) however posited that while tourism is sensitive to the level of economic activity in the tourist generating countries. Tourism is so vast. Brida et al (2010) and Rastegar(2010). the earnings of foreign exchange. Srivastava (2010) accordingly described tourism as one of the fastest growing industries throughout the world. Tourism as a source of income is not easy to measure. much more felt than those for developed countries. its contribution to the state revenues & the creation of employment. Furthermore. The economic value of tourism to an economy is measured by its contribution to the national income. The importance of earnings for developing countries is. so complex. the reason being of the multiplier effect as explained by Clarke et al (2009).provides information on the cultural resources of a destination and opportunities to develop it as a cultural destination. however. 18 . at least with any degree of accuracy. and so multifaceted that there is a wide range of subjects related to tourism. A large number of developing countries today are aware of the economic potential benefit of tourism. 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. meet individuals of comparable premiums and take in more about the world. Cudny further posited that festivals are closely connected with people and broadly understood human culture. Festivals. The post-modern stage prepared for some creative nations to put resources into the tourism segment. anthropology and human geography. therefore are studied in sciences like sociology. or being an annual point of convergence for people with a given cultural activity. in which individuals deliberately and briefly change their place of living arrangement for recreational and psychological purposes. Authors studied festivals as part of cultural. the most imperative of which is by all accounts intriguing. emphasis on celebrating. it being an irregular. the appeal of celebrations is that it empowers travelers to go to occasions of surprising climate. in some cases outlandish society exhibited amid the occasions. Voyagers are pulled in by numerous components. or of a specific sub cultural identification. celebrations pull in travelers and make celebration tourism. annual or biannual event. urban and tourism geography. socio-social and financial wonder. As indicated by Quinn (2010). promoting or exploring some aspect of local culture. Additionally.Festivals Cudny (2013) cited Gibson and Stewart’s 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. one off. and with a specific end goal to . Matlovicova (2010) referred to Liszewski who characterized tourism as a "spatial. destinations of essential occasions. Buczkowska as referred to by Cudny (2013) treats heading out to celebrations similarly. for example. celebrations are likewise regarded as vacationer items (Cudny2006. in any case. Cudny2011. Kowalczyk 2001. Kaczmarek et al.). Numerous authors (e. and so on.19 increase scholarly and passionate experience". Gotham 2005.g. As indicated by O'Sullivan and Jackson as referred to by Duran (2013). or enhancing the standard of the voyagers' and nearby tenants' lives. and also their cooperation in an extensively comprehended contemporary social life". Cudny and Rouba 2011. fables. Celebrations assume an essential part in tourism. Relative hereto. 2010 and Cudny et al. 2011). De Bres and Davis 2001. Kowalczyk (2008) characterized social tourism as "an arrangement of practices joined with travelers’ genuine enthusiasm for social legacy (chronicled landmarks. Tourism has numerous positive outcomes. so that as celebrations develop . the effect of celebration tourism are. not generally that plainly obvious. creating wage. The deluge of voyagers can bring about an adjustment in the group base to serve the needs of celebration guests. Markova and Boruta 2012) trust that celebrations are vacationer resources. Getz (2008) posited that the tourism with the aim of attending festivals is regarded as part of event tourism. Then again. Markwell and Waitt 2009. In addition. She further set that celebrations are one of the the most critical objectives of event tourism. in this manner picking up backing from local people for future projects.20 and make more grounded connections outside the region. are all interconnected. the accessibility of nourishment. have long been connected with convention in the well known creative energy. the vacationer can encounter an essence of customary laborer life. By going to a celebration. it additionally permits individuals to quickly reconnect with it. 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. and additionally the distinctive means for going to the occasions. To know the degree of the relationship that exists between those going to occasions. They know that group union and advantages looked for from the celebration. however in the meantime. neighborhood business visionaries can get to be angry and the financial advantages of the celebrations less noteworthy. Folkloric frames. MacCannell as refered to by Adiova (2014) states that convention is an imperative vacation spot in light of the fact that. music and trinkets makes the celebration like different sorts of consumable encounters well known to the visitor. Yolal (2009) distinguished that. . helps city authorities to create fitting approaches and stages to further form group union. while it is an indication of a break with the past. celebrations are essential on city authorities and coordinators of the occasions. including developed customs. Relative hereto. and their view of the advantages and expenses. provide sending outlets for local and visitors. and encourage local community's image. and relaxation to go along this idea. culture arts and handcrafts (Getz. 2014). Getz also acknowledged that festivals events play an important role in people's lives because they involve significant activities. the success of marketing destination should be guided by a thorough analysis of tourist motivation". Together with a variety of other special events. entertainment. attending festival events could be related to many factors such as accessibility. According to Tyrgay & Dikmen(2013). Egrest & Kara. Tourism products include event and festival and are considered as magnificent celebrations to the country which include dance. and figure prominently in the development and marketing plans of most destinations” (Getz. 2008). they are increasingly seen as unique tourist attractions and as destination image markets. 2010). 2008. According to Getz (2008) stated that "festivals and public celebrations are found in all societies. Events also provide an opportunity for promoting what communities are presenting . From marketing perspective. Yoon & Uysal (2005) stated that "in an increasingly saturated marketplace. "events are important motivators of tourism. performance.21 They are entertained as the legends and myths are reproduced through execution. In addition. 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. music. 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. Egrest & Kara. Cultural events are mostly used to attract a magnificent number of tourists from different areas to exchange experience and activities (Turgay.1224) asserted that "community festivals and special events have grown rapidly in number throughout the world during the past decade". Chang (2006. Also. He further posited that married and senior attendees are less likely to participate in activities in the festivals. Hence. 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.2013).22 (Turgay. p. According to (Tyrgay & Dikmen. 2014). 2013). . In addition. 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". 2013). Lee et al (2004) asserted that events and festivals having strong cultural components are likely to increase number of participations. 2013. 2014). events tourism has become one of the fastest growing types of tourism (Egrest & Kara. 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. Many academic researchers have studied the festivals and events to understand many factors such as cultural impact. Thus. and promote its attraction for visitors. 2003). Tourist attractions and theme parks incorporate . freshness and change. festival events are increasingly being used as instruments for promoting tourism and boosting regional economy (Felsenstein & Fleischer. 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. which sustain interest in the destination for locals. Events can enhance the tourism experience by providing newness. 2008). Currently. "events are important motivators of tourism. Events are also providing an opportunity for promoting what communities are presenting in this event (Turgay. Gets. Getz also acknowledged that festivals events play an important role in people's lives because they involve significant activities. events can encourage tourism development and attract visitors to a destination and increase its attractiveness (Knowles. Also. provide sending outlets for local and visitors.23 attending festival events could be related to many factors such as accessibility. and relaxation to go along this idea. Many academic researchers have been studied the festivals and events to understand many factors such as cultural impact. From marketing perspective. 2006. festivals occupy significant status as part of the tourism market and consciously developed as attractions for tourists (Picard & Robinson. entertainment. and figure prominently in the development and marketing plans of most destinations” (Getz. and encourage local community's image. performance. 2004). 2008). 2013). 2008). the process of programming interpretive features and/or special events that make the place come alive with sensory stimulation and appealing atmosphere. provide an essentialist understanding of the theming and visitor experience of festival events. such as food products that are more generically popular than those associated with the traditional event. An example of this is the exaggeration and re-interpretation of a historical or legendary figure. so as to maintain their heritage authenticity. it is necessary to assess the impact they may have. 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’. Bradford Museum of Film. Before efforts and investments are made to develop these events.24 events as a key element in their marketing programs.Overcoming the tendency of commercial de-contextualization and miscontextualization in festivals. for commercial purposes(Quinn 2006). Alton Towers in Staffordshire and Blackpool Pleasure Beach all use extensive event programs to increase market profile and attract repeat visits. Television and Arts. These assessments are crucial to the planning process (Williams and Bowdin. to introduce de-contextualized commercial products at a festival. therefore. The event may also be mis contextualized by introducing artifacts that change the event’s narrative. They provide insight into debates over product heritage and authenticity experiences. There is a tendency. The historical and geographic contexts. 2007). for example. . (Ling and Lew. with themes that are either embedded in a local place or are based on broader national or global discourses. for example (Zhao & Bell 2007). And they occur in a geographic context. Thus. or are neither of these. In their purest forms are festivals that are deeply rooted in both time and place. are more reflections of national and global culture and society than of a discrete locality (Hashimoto & Telfer 2006). 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. there are contemporary celebrations that of the achievements of modern society. Most religion-based events have such origins. 2012). Festivals and events have both advantages and disadvantages for the host destination and the community.(Ling and Lew. Some have long and deep roots in indigenous cultural traditions. 2007). Therefore. many previous studies have focused on the impacts of festivals and special events (Uysal & Gitelson. along with much of modernity. . all festival tourism events are contextually related by time and place. 2012). They occur in a historical context. and. whether centuries old or modern and future oriented.23 25 requires maintaining an acceptable level of congruence between the tourists ‘expectations and an event’s contextual dimensions. Film festivals and many food-based events are examples of these. On the other hand. They have origins in important historical events and mythologies that define ethnic and regional distinctiveness. Even though economic impact studies have tended to emphasize the benefits that accrue to destinations. For instance. & 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 . physical. community displacement. and commodification of culture (Presbury & Edwards. 2006). Yolal.26 Mathieson & Wall (1982) as cited by Smith (2005) found that perceived impacts of tourism can be divided into three traditional categories of economic. 2008). cultural. festivals and events also create negative social. arts festivals in Australia and New Zealand have become multimillion-dollar business (Arcodia & Whitford. 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. they create infrastructure improvement such as new facilities and venues. Barker. 2005). Smith (2005) mentioned that festivals and events generate revenues for the cities. Similarly. 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. crime. the Woodford Folk Festivals on the Sunshine Coast of Queensland injected $3million into local economy (Kither. Moreover. Page. and environmental impacts through crowding. and social but they mentioned that these were frequently overlapped and have both positive and negative sides. Iso-Ahola’s escaping-seeking dichotomy (Snepenger et al 2006)). All three of these frameworks are imbedded in Maslow’s motivation theory and are not necessarily mutually exclusive.Jurowski. Kim et al. Festival Tourism Motivation To explain tourists’ motivation. Li & Sirakaya-Turk. tourist motivation indicates that the analysis of motivations based on the two dimensions of push and pull facto rs have been generally accepted . These kinds of negative impacts create tourist and community dissatisfaction. The three alternate frameworks are. 2008). Literature review on travel motivation reveals that tourists are motivated to satisfy their needs and wants (Park et al. The concept behind motivation dimension is that people travel because they are motivated to destination attributes. Their findings showed that residents perceived economic impacts significantly positive but the environmental impacts as negative social cost. three alternative frameworks have been commonly used to study and understand individual motives. and the notion of pullpush factors (Uysal. In other words. 2010. Pearce & Lee 2005). the Travel Career Ladder (Pearce 2005.25 27 presents. only the formulation of push-pull tourist motivation seems to have survived the full rigor of empirical verification. Uysal& Williams 2007) investigated the community’s attitude toward tourism. which is based upon Maslow’shierarchy of needs and the conceptualization of psychological maturation towards a self-actualization goal. According to Dann (2010). 2010). Getz (2008) noted that "events are important . and figure prominently in the development and marketing plans of most destinations". Once the motivations of tourists to attend the festivals have been identified. 2005). 2010).28 motivators of tourism. (Yoon & Uysal. 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. 2013). It is also not easy to investigate why people travel and how they satisfy their needs. 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. 2005). A review of the literature on motivation reveals that people travel because they are ‘‘pushed’’ into making travel decisions by internal. 2004). Several empirical studies have reported that novelty seeking is a key . 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. On the other hand motives may change over time and occasion. Generally. and ‘‘pulled’’ by the external forces of the destination attributes (Yoon &Uysal. Tourists’ motivation may be different from event to event. still there are some challenges in finding the relationship between that tourist drives to visit and participate in the festivals and events. It is important to come out with the different motivation that drives tourists to attend and participate in these festivals (Turgay & Dikmen. psychological forces. Even if the researchers have studied this area. A study of arts performance attendance found that social interaction was one of three top motivators for attendance (Swanson. ‘novelty-seeking’. recognize and understand consumer behavior because “tourism behavior focuses deeply on individuals’ thinking and behavior relating to discretionary travel behavior (March & Woodside. 2008). 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. & Zhao. 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’. 2007). Socialization with known groups and external socialization have both been acknowledged as motivations for event attendance. it is vital to study. From this point. Davis. 2012).g. and especially in relation to special events. The notion that events can provide important social opportunities has been expressed by a number of researchers (Arcodia & Whitford. In tourism. 2005) because motivation is about why tourists behave as they do (Hsu et al. Wilks. 2005).motive in tourism. 2007. ‘festival participation and learning’. Yoon & Uysal. Among five 30 . Other researchers support the notion that socialization is a key motivating factor for event attendance (Shanka & Alamiyo. Motivation is internal factors that direct and integrate a person's behavior. it is widely acknowledged that motivation is a preliminary point in studying tourist behavior (e. 2012). ‘socialization and ‘cultural exploration’. General Description of Festivals in the 2nd District of Batangas A festival in its start-up phase is often loosely organized. It is presented during a feast. The creation of a festival can occur when people are present. In this sense it is a kind of an innovation. cultural exploration is the most important factor attracting tourists to the aboriginal cultural festival. City Mayor Eduardo B. 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. Moreover. motivational variables are found to be more important than demographic variables to explain segmentation.factors. The dancers are made up of one.batangas-philippines. songs and dances in predetermined arrangement. Sublian Festival in Batangas City and Bauan Sublian Festival. a ceremonial worship dance in honor of the Holy Cross. The image of the Holy Cross was found during the 31 .com) The local website posited that sublisubliis made up of lengthy prayers. The objective of the festival is to renew the practice of subli. but need a common. The male dancers shuffle in intense fashion and hit the ground using a bamboo stick. 1988 as an annual observation of the foundation day of Batangas City. Dimacuha started the Sublian Festival on July 23. (www. allowing for flexible approaches. visible interesting platform of exchange and social interaction. while the female dance with a sophisticated wrist and finger movement. two or eight couples. frequent changes and new ideas to be tried. It was a yearly festive ceremony commemorating the founding of the Holy Cross where people welcomes the Cross yearly in performing the Subli Dance. coconut. Despite some limitations for its agricultural potential to completely prosper. Subliis indigenous to the province of Batangas. priests. Over the decades it was called a salubong. 32 . teens to participate and be involved in the salubong now called the Sublian Festival. Participants come in native attire with adorned subli hats to symbolize Batanguenos attributes and customs. 268 hectares of land where rice. It is the patron saint of the ancient town of Bauan. Batangas has 19. fruit-bearing trees and root crops grow. subli dancers from Sinala. corn. elders. The Sublian Festival in Batangas City usually starts in the morning of the 23rd of July after the floral offering. Anihan Festival of Lobo. Lobo.Spanish rule in the town of Alitagtag. Batangas Anihan Festival. schools and socio-civic organizations. The Municipality of Bauan has the same Sublian Festival only it is celebrated every May 2nd. commodities from Lobo are blessings to consider every day. NGO’s. a tradition done only by the hermanos. The parade is usually participated by the local government employees. Bauan and other religious groups. but years ago it started to twist its tradition by inviting all people kids. Every barangay or school participate in the much-awaited street dancing. Lobo earns an average of P2. Pastulan Festival of San Pascual. one of which is carrying the image of San Pascual. Batangas Tumba Festival. highlights the products of each barangay and street-dancing competition where costume and choreography reflect their agricultural gems. to celebrate the Anihan Festival according to www. It coincided in the town’s 140th foundation anniversary. 2011. Since the aim of Anihan Festival is to showcase the town’s bountiful harvest. It was also on the same day that the agro-ecotourism of Lobo was launched.This is why the town folks gather each year. of course. Batangas Pastulan Festival. The event called Pastulan Festival is annual event in honor of the Patron-saint of San Pascual.(www. Saint Louis and San Isidro Labrador. and beach and resorts. festivities include trade fair which. history and cultural heritage. This is to fortify four components existing in the municipality: biodiversity. agricultural products.digitalspidey.5 million each year from atis harvest. All dressed up in dark brown attire. They celebrate their town fiesta every 25th of . San Pascual Baylon.wowbatangas. a group of more or less 12 persons dance in front of the church. on the last week of September. The Patron Saint of San Luis Batangas is of course. Lobo was declared as the Atis Capital of the Philippines.On September 27. Tumba Festival of San Luis.com).com.lifestyle. This is the local government’s way of giving importance to their main source of income. wowbatangas. their tradition which they actually call Tumba. Just like every town in Batangas Province. San Luis. Batangas is accompanied with a morning mass and a procession of saints. .33 August.com) Yamang-Dagat Festival of Mabini. Batangas has a very unique set of customs and traditions. Tumba. Because its location is far from the industrial heart of Batangas. Batangas Yamang-Dagat Festival Mabini is a first class municipality located at the Calumpang Peninsula. they will form it in a pyramid and people will dance around the candles. have fun and make memories and rare culture of their own. It’s such a unique way of commemorating those who passed away. originated from the ancestors sort of Festival of Light and Candles. All Saints Day. Usually. Needless to say. It’s a part of their tradition every November 1st. They don’t steal candles in exchange for money. (www. After stealing candles. they do celebrate. hence. The rest of the people after the procession will gather at plaza or gymnasium for some shows. the name of the festival. Batangas where they will steal candles. it’s the name of the game. its main attraction is its vast coastline. There’s a tradition in San Luis. Yamang-Dagat Festival is celebrated every 23 rd of April as gratitude for the abundance of sea foods in the municipality. a town fiesta in San Luis. Some celebrates the fiesta every February for it’s the time of their bountiful harvests. Boyd. 2006) and become an essential part of cultural tourism. Çalışkan. 2008. The camel wrestles held in 87 settlements in Western Anatolia every year are important sources of entertainment for the local society in winter months. become the attractions for visitors. 2006). or festivals and spectacles. landforms.34 Attractions Tourism is a resource industry. Sociocultural attractions may also extend to the perusal of artifacts or works of art. rituals or performing arts. Therefore. With the growth of the importance of traditionalized local events over time during this process. 2006). many events have gained the characteristics of a festival and evolved rapidly. the camel wrestling organizations in the form of a festival are cultural and tourism events that are unique to Turkey (Çulha. enjoyment of foreign cuisine. to visit places of interest or historic significance or to view buildings or ruins of buildings. whilst socio-cultural heritage may draw tourists seeking to enjoy centers of learning or entertainment. The natural appeal of a locality may rest upon one (or more) of its physical attributes: the climate. flora or fauna. festivals are classified as a type of cultural and heritage tourism by many researchers (Timothy. the experience of customs. 2009). For instance. targeted tourist markets (Smith and Forest. landscapes. In . besides seeing the traces of ancient civilizations or cultures (Emekli. dependent for its basic appeal upon nature’s endowment and society’s heritage. Recently people have begun to be increasingly interested in the existing local cultures except for their own culture. Camel wrestles are about to gain a touristic function as well since they. “Camel Wrestling Festival in Selçuk” hosts around 15. become socialized. and consume (Çalışkan. the residents in these surroundings meet. During this event (held on Sundays at some specific time during the year). Besides the high number of spectators arriving to watch the contest of around 100 high-quality wrestling camels.In the west and events tourism study. cultural and economic functions in their areas of distribution. as original and authentic experiences. wrestling organizations assume quite essential social. 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 . on the domestic research is generally believed that the festival is the floorboard of the festivals and celebrations. the festival is also important because around 500 foreign visitors express their interest in it every year. often the festivals . Held on the 3rd Sunday of January every year. are simultaneously settlements that have become famous for tourism in Turkey. are entertained. produce. Activities There are different describe about festivals in different literature. gain income. Selçuk is particularly remarkable in that foreign visitors are interested in it and Selçuk Festival is the greatest organization. Among these settlements. attract foreign visitors. This process is also supported by the fact that many settlements. where camel wrestles are held. 2009).000 spectators.35 Western Anatolia. or theatre. (Approximately 14% of Americans attended both. 2014). 2014). attendance rates for festivals far exceed those for many single types of art activities—classical music concerts. This is important because live streaming increases interest in the events themselves. . On the other hand. music festivals are becoming one of young Americans’ favorite pastimes. hereinafter referred to as "festival" (Congcong. which equates to over 20 million conversations. roughly 75% of music festival conversation was generated by individuals between the ages of 17 to 34. as 70% of people said they are more likely to attend a future live event after participating in the experience online (Eventbrite.36 and special events as a whole were discussed. more than 55 million U. And due to the immense popularity of social media. The high prevalence of Millennials driving this conversation signals that conversation will only continue to grow in future years. All told. for example. or opera. adults attended at least one arts-and-craft fair or festival in the past year. for example.S. and 47 million attended at least one outdoor performing arts festival. Participation Participation in festivals is one yardstick that measures the success of any given festival. ballet. In 2008 alone.) In sheer numbers. Roughly 1 out of every 4 posts about music festivals came from people participating remotely via live streams or other forms of engagement. Music festival conversation saw a 34% increase this year as compared to last festival season. an in-depth semistructured interview was conducted with the organizer of the festival. 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.and how destinations can use events as a tourism product. highlighting major guidelines for sustainable events taking into account positive . The paper provides an overview of festivals and events held in Egypt. Also. People in this age group are either unemployed or in their early career which means that their earnings are relatively poor. The study collected data from an art festival’s participants in two years. Amaria in 2012 studied the importance of events especially in uncertain times. Elmasry and Dr. The proportion of festival participants in the age category of 15-24 was almost tripled.37 Research Literature Exploring the Effects of Program Novelty and Management Innovation on Arts Festival Participation written by Lei. Sustainable Events Tourism: A Case Study of Egypt by Dr. Reem B. and participants in the older age bracket slumped a lot. The distribution of monthly income also matched the age structure quite well. Eng Si and Zhao. Content analyses of the in-depth interview and two years’ programme were carried out to supplement the data obtained from the survey. Dalia F. hence they tend to patronize local festivals and they are knowledgeable in these festivals. The year 2009 has 159 usable responses and 127 for the year of 2011. these young people don’t need to have huge amount of money to be able to enjoy these local festivals. In addition. 2009 and 2011. with a hope of providing an enlightenment of the importance of using festivals and events as a means of culture-led development. To achieve this objective. strategies in urban planning and city . The methods of induction and deduction are applied to the research process. this is especially significant given the emphasis on what extent and how. Descriptive qualitative approach is followed. 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. the main finding is that the city of Ningbo is enhanced by hosting Ningbo international fashion festival. Information is obtained through primary and secondary data. drawing the conclusion that a successful city festival has a function of promoting the city image. together with a questionnaire to evaluate the effects of the festivals and events have produced on the city image of Ningbo. For the research. Several recommendations and implications will be outlined for future research and the cultural sector.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. By performing a comprehensive analysis of case study and interview. a case study of Ningbo international fashion festival was selected in particular. purposive sample was used. Fourteen motivational items were identified in which tasting wine. A nonprobability.Motivations of Young People for Visiting Wine Festivals by Tim H. Todd (2006) also reports that young adult drinkers.S typically target older.S. 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. H. differences were compared between the young and older visitors. aged 21 to 34. Wine Festivals in the U. Florida by authors Park. young visitors also viewed tasting wine more importantly than their older counterparts. wider definition of the wine consumer. nearly half (45 percent) of all U.S. Reisinger Y. younger drinkers are 84 percent more likely than the average adult to spend $20 or more on a bottle of wine.J in 2008 investigated what major factors attracted tourists to attend the . In fact. In addition. K. being entertained and being with friends were perceived to be important motives for young visitors. and Kang. However. wine consumers are between the ages of 35 to 54. Dodd in 2006 investigated the motivations of young visitors (35 years old and under) at two wine festivals in Texas and Indiana. In addition. Young people were found to attach more importance to enjoying entertainment. are more apt to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds. well-educated and affluent as wine is often seen as “your parents’ beverage”. Miami Beach. Interestingly. These data provide marketers with a new. The paper Visitors' motivation for attending the South Beach Wine and Food Festival. finding thrills and excitement and being with friends. Florida and determine whether these factors varied among the visitors from the United States. enjoy the event. it builds the framework of the . A significant difference in motivation among the five national groups of visitors was found in the area of family influence. enhance social status. and Asia. On the other hand. South America. Quinn (2010) posited that festivals attract tourists and part of its charm is to enable tourists to attend events of unusual atmosphere.South Beach Wine and Food festival in Miami Beach. meet new people. 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. escape from routine life. On the other hand. Forty-four motivational items were factor analyzed. the local literature provides the description of all festivals in the 2nd District of Batangas. The study of these authors is similar to the present regarding the possible tourist traffic that festivals can create in a local community. spend time with family. Synthesis Cudny (2013) cited Gibson and Stewart in the definition of festival as an annual event exploring the local culture. The seven factors that motivated first-time visitors to the festival were the desire to taste new wine and food. In addition. Europe. and get to know the celebrity chefs and wine experts. 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. A survey of 475 visitors to South Florida was conducted in February 2006. Canada. 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) 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. They argued that this is because tourists increasingly regard events and festivals as an essential part of the destination’s culture. 41 Related Literature Ylagan and Laguador (2014) studied the tourism industry in the Province of Batangas .study as to the significance of identifying its objectives and its contribution to the tourism industry in general. and participants in the older age bracket slumped a lot. The proportion of festival participants in the age category of 15-24 was almost tripled.From the 42 published researches in the College of International Tourism and Hospitality Management. The study included the various areas of the tourism industry in the province including Festivals celebrated in each of the municipalities. Lei and Zhao (2015) in their study posited that it is equally meaningful to pay attention to the context of local society. an event must be able to sustain its popularity locally before it is utilized as a destination marketing tool. An event will be considered alive and authentic only when it is still popular among the host community. 19 are related to tourism studies. The study concluded that tourism really provides opportunity to create employment for local residents. People in this age group are either . The distribution of monthly income also matched the age structure quite well. Therefore. The study of Lei and Zhao also revealed that participants in these festivals are mostly college graduate. It allow the destinations to celebrate its uniqueness. these young people don’t need to have huge amount of money to be able to enjoy these local festivals. in addition to producing sizeable economic and tourism benefits. promote itself. can spread tourism both geographically and seasonally. The popularity of festivals is closely tied to tourism. They are entertained as the legends and myths are recreated through performance. hence they tend to patronize local festivals and they are knowledgeable in these festivals. This finding suggests that the festival is mainly catering to better educated people. . Folkloric forms. Dean Mac Cannell as cited by Adiova (2014) asserts that tradition is an important tourist attraction because. but at the same time.unemployed or in their early career which means that their earnings are relatively poor. develop local pride and enhance its economic wellbeing. Relative hereto. festivals for that matter. it also allows people to briefly reconnect with it. while it is a reminder of a break with the past. Also. the tourist can experience a taste of traditional peasant life. Elmasry and Amara (2012) in their study about sustainable events tourism in Egypt cited Goeldner and Ritchie who posited that events and. the availability of food. music and souvenirs makes the festival similar to other types of consumable experiences familiar to the tourist. have long been associated with tradition in the popular imagination. 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. By attending a festival. similar to and sometimes including invented traditions. 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. to know the essence of the festivities and to socialize with members of the local community. The tourism product includes event and festival are considered as magnificent celebrations to the country which include dance. Aside from seeing the magnificent architectural structures and relics of the Roman heritage. which they can never experience in another place or time. music. Accordingly. 2014). posited that while there are many spectacular places to see in Spain. culture arts and handcrafts (Getz. In addition. Wang (2009) posited that festival is a festive event that people having a good time gathering together. 2008. Tourists have the chance to know the local culture.David Hern (2014) for example. This is also the community-based tourism development demand. which they only know previously from books or magazines. leadership and networking. tourists are more inclined to visit the country to be in the hub of the La Tomatina Festival in Buñol. the local culture and traditional practices. As such. 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". From marketing perspective. experiencing the famous tomato-throwing festival gives them a unique ringside opportunity. 2010). which offers both the residents and visitors joyful experience that can meet diverse community needs in order to help host communities foster local development. Egrest & Kara. they gain deeper understanding and respect for the people. Together with a variety of other special events. and encourage local community's image. "events are important motivators of tourism. In addition. the Toronto International Film Festival contributed to $189 million dollars in Toronto’s economy with thousands of celebrities and movie buffs in attendance. Hence. . 2008). According to Tyrgay & Dikmen(2013). performance. Many academic researchers have studied the festivals and events to understand many factors such as cultural impact attractions and as destination image markets. 2013). Events also provide an opportunity for promoting what community are presenting (Turgay. and figure prominently in the development and marketing plans of most destinations” (Getz. and relaxation to go along this idea. attending festival events could be related to many factors such as accessibility. 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). provide sending outlets for local and visitors. they are increasingly seen as unique tourist Smith (2014) reported that in 2012 and 2013.According to Getz (2008) stated that "festivals and public celebrations are found in all societies. entertainment. Getz also acknowledged that festivals events play an important role in people's lives because they involve significant activities. Chang (2006) asserted that "community festivals and special events have grown rapidly in number throughout the world during the past decade". Lee et al (2004) asserted that events and festivals having strong cultural components are likely to increase number of participations. there was an upsurge in the number of first time participants. the educational attainment of festival participants was similar in the two years. nearly half (45 percent) of all U. aged 21 to 34.S typically target older. younger drinkers are 84 percent more likely than the average adult to spend $20 or more on a bottle of wine.42 Wine Festivals in the U. However. This finding suggests that the festival is mainly catering to better educated people. are more apt to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds. the study revealed that gender does not have significant effect on the respondents’ assessment of the effects of festivals. . with majority having received tertiary education. well-educated and affluent as wine is often seen as “your parents’ beverage”. He further posited that married and senior attendees are less likely to participate in activities in the festivals. Todd (2006) also reports that young adult drinkers. As for frequency of attendance. In fact. from 20. wine consumers are between the ages of 35 to 54. In addition. In a study conducted by Lei and Zhao (2015).S. These data provide marketers with a new. In a study conducted by Breugel (2013) regarding the social impact of festivals in Thailand.6% in 2011. wider definition of the wine consumer.1% in 2009 to51. 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. 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. specifically on services. 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. as respondents. at Davao International Airport.Casurao (u. transportation and food and its effects on inbound tourists. businessmen and local government officials who were selected using the purposive sampling method. It was found that tourists are moderately satisfied with the city’s festival events. Coliat (2014) studied the impact of Tinapayan Festival in Cuenca Batangas as a potential tourist attraction in Batangas. This descriptive study involved 120respondents composed of residents. mean. The data was tabulated and analyzed using the statistical tools namely: ANOVA. But when the tourists are into a wonderful. Aklan. and regression analysis to test the hypothesis of the study. festival. A one-shot survey was conducted to gather pertinent data and treated using descriptive and inferential statistics. The researcher-made questionnaires were randomly distributed to386 travelers. 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. even the busiest age are likely to revisit the place. The study used descriptive method with the survey questionnaire as data gathering instrument which was . It had an impact on the tourism industry by attracting tourists both locally and internationally. frequency. In addition. fun-filled experience with festivals. safety and security. Gaas (2011) studied the impact of Ati-Atihan Festival to the economy and tourism activity in Kalibo.d) studied the attributes of Davao City. The study conducted by Coliat regarding the potential of the festival in Cuenca as a tourist attraction is also the subject of the study. there must be careful planning. 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 results of the study revealed that the respondents agreed that in order to achieve the success of the Tinapay Festival. .administered among 100 respondents. 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. organizing. only different district but the same province. directing and controlling. In addition. They developed great teamwork through fair distribution of task resulting to respect and trust of the residents. the study conducted by Ylagan and Laguador is also relevant as it presented the tourism industry of Batangas in general which includes Festival. it is also qualitative as it quantified the perceptions of the respondents with respect to the subject area for analysis. For equal representation of the municipalities or research local. On the other hand. population and procedures that will aid in the analysis of the data gathered. the total population of 300 were divided into 5 resulting to 60 respondents each municipality. organizing and implanting aspects of the festivals. 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. 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. Sampling Design . The respondents were chosen because they have first-hand knowledge of the festival including the planning.Chapter III METHODOLOGY This chapter presents the research design. In addition. traits or focused phenomenon. . It was first validated using a test-run before its final administration. This is followed by the General Description. The secondary data. journals and online sources as presented in the review of related literature. 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. Data Gathering Instrument The researchers used various instruments in order to obtain the data needed or the conduct of the study. were obtained through previous researches. Quota sampling also allows the researchers to observe relationships between subgroups. 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. The first part of the questionnaire discussed the profile of the respondents.The researchers used Quota Sampling. traits of a certain subgroup interact with other traits of another subgroup. Attractions. In some studies. on the other hand. books. The survey questionnaire is a self-constructed questionnaire using the related literature and studies as basis. The main data-gathering instrument for this study is the survey questionnaire. Activities and Participations in the Festivals. 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. The data were treated statistically using the following methods: Frequency and Percentage. Additionally. The adviser validated the questionnaire and underwent a test run before the distribution to the participants of the study. thus. The researchers also understood that people’s consciousness may also affect their honesty and effectiveness in answering the survey. ANOVA was used to test the significant difference in the assessment of the respondents when grouped according to profile. the researchers were courteous and polite during the interview and distribution and retrieval of questionnaires. . Statistical Treatment In analyzing the gathered data. The researchers assured the respondents of the confidentiality of their responses and that all their responses would be used only for academic purposes.The data for this research were collected from the survey questionnaire. All these were tabulated and computed using SPSS. The survey questionnaire was based on the concepts and literatures collected 50 regarding the subject of the study. the option of being anonymous was given to them. percentage and weighted mean. the researchers used frequency distribution. since the target respondents are local government officials. On the other hand. 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. 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. 2008). rather than two groups). One Way Analysis of Variance. 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. civil status and place of residence.51 Weighted Mean. dependent variable. This formula was used in presenting. The independent-samples t-test (or independent ttest. (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. for short) compares the means between two unrelated groups on the same continuous. . Independent t-test. The second part of the questionnaire discussed the effects of the festivals in terms of general description. 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. gender. age. gender. activities and participations of the respondents. Based on the data gathered in the questionnaire. 1. It includes the age. Chapter IV PRESENTATION. The first part of the questionnaire aimed to determine the profile of the respondents. educational background. civil status. attractions. ANALYSIS AND INTERPRETATION OF DATA This chapter includes the presentation.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. analysis and interpretation of data gathered through survey questionnaire. place of residence and category as to LGU employee or official and local residents were determine. educational background. Profile of the Respondents In order to better present the background of the respondents. . civil status. category or type of the respondent and place of residence. 7 100 8.3 100 16.7 83.1 presents the frequency distribution of the respondents in terms of profile.0 25.0 47.0 3.0 48.1 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. 53 Table 4.7 2.7 21.3 72.Table 4.7 100 47.7 41.7 1.3 100 .7 19.7 100 27. 0 20. most of the respondents are married with 146 out of 300 respondents.0 20.In terms of Civil Status. followed by Single respondents at 141. 218 of the 300 respondents are female at 72. 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. In the area of educational attainment. .3%.0 20. On the other hand. most of the respondents are residents of the localities while only 50 respondents are LGU employees/officials. 26 of the respondents are elementary graduate and only 10 have Master’s/Doctorate Degree.0 100 Based on the table.0 20. Finally.7%. This is followed by respondents who are 25-34 years old 54 with frequency of 77 at 25.Bauan Lobo Mabini San Luis San Pascual TOTAL Place of Residence 60 60 60 60 60 300 20.7%. followed by 123 respondents who are high school graduate. Third on the list are respondents who are 65 years old at 21. most of the respondents are 15-24 years old with frequency of 99 at 33%. 8 respondents are widow and 5 are separated.7% and with only 59 respondents are in the age bracket of 45 years old and above at 19.7% as opposed to only 82 male respondents at 27. most of the respondents are college graduate with 141 respondents. In addition.On the other hand. married. 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 destination’s culture. The proportion of festival participants in the age category of 15-24 was almost tripled. The distribution of . an event must be able to sustain its popularity locally before it is utilized as a destination marketing tool. An event will be considered alive and authentic only when it is still popular among the host community. mostly female. college graduate and local residents of the municipalities. But in order to promote the festivals.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. and participants in the older age bracket slumped a lot. Festivals are widely accepted as a way to market 55 destinations. 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. This is the rationale for determining the general profile of the respondents who are local residents in these municipalities. Therefore. 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. it is important to consider the local residents as they make up a sizeable source of audience for these events. The festival’s performances. Table 4.1 presents the perceptions of the respondents regarding the effects of festivals in tourist influx in terms of the general description of the festivals. Effects of the Festivals 2.49 Agree 1.49 VERBAL INTERPRETATION Agree RANK 3. The study of Lei and Zhao also revealed that participants in these festivals are mostly college 56 graduate. dances and music which are display of the locality’s tradition and customs 2. 2. People in this age group are either unemployed or in their early career which means that their earnings are relatively poor.49 Agree 1. hence they tend to patronize local festivals and they are knowledgeable in these festivals.45 Agree 4 1. Thanksgiving festivities for the bountiful harvest that the place and its locals receive throughout the year 4.5 3.5 . these young people don’t need to have huge amount of money to be able to enjoy these local festivals.5 3. The reputation of the festival as the traditional feast day of the locality 3. The finding suggests that the festival is mainly catering to better educated people.2. Also. The celebration of the festival which involves both entertainment.2. social value and spiritual WEIGHTED MEAN 3.1 Effects of Festivals in terms of General Description Table 4.1 Mean Distribution of the Effects of the Festivals in terms of General Description N=300 GENERAL DESCRIPTION 1.monthly income also matched the age structure quite well. 42 but still verbally interpreted as Agree.On the other hand. social value and spiritual with weighed mean of 3.5.42 AGREE Legend: 3.49 = Disagree.35 Agree 7 branding 7. 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 3.49.49 = Agree. The economic opportunities that are available 3. 1.50 – 3. 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 .36 Agree 8.45.00 – 1.32 Agree 8.42 Agree 5 how local communities celebrate their culture and how this affects the community development COMPOSITE MEAN 3.50 – 4. The period of the festival which is deemed 3. the respondents believe that the celebration of the festival which involves both entertainment.41 Agree 6 8. The uniqueness of the festival 3. 2. dances and music which are display of the locality’s 57 tradition and customs greatly add to the charm of festivals to attract tourists in the locality with weighted mean of 3.49 = Strongly Disagree It can be seen from the table that most of the respondents perceived that the festival’s performance.00 = Strongly Agree.5 suitable to the tourists’ vacation period 9. The chance to provide tourists a glimpse on 3.50 – 2.49 and verbal interpretation of Agree. 1. The vital role that festivals play in destination 3. both receiving the same weighted mean of 3.5 to both the locals and the tourists 6. also with 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. Festivals are an important motivator of tourism. Elmasry and Amara (2012) in their study about sustainable events tourism in Egypt cited Goeldner and Ritchie who posited that events and.42 and verbal interpretation of Agree revealed 58 that the general attractions of the festivals greatly influenced the tourists’ desire to visit the place. Finally. festivals for that matter. economic opportunities and the period of the festival also give tourists good reasons to visit the localities. The findings revealed that tourists’ tend to favor places that offer great variety in terms of general attractions in the festival. and play significant role in the development and marketing plans of most destinations. It allow the . Festivals help to capture attention and promote attractions and infrastructures.55 3. The roles and impacts of planned festivals within tourism are of increasing importance for destination competitiveness. They can attract tourists and visitors.32 but still verbally interpreted as Agree.41 and verbal interpretation of Agree. The tourism influx generated is especially welcome when it occurs in a medium or low-tourism season since it reduces seasonal ebbs. The composite mean of 3. can spread tourism both geographically and seasonally. both national and international.35 and verbal interpretation of Agree. both with weighted mean of 3. The role that festivals play in destination branding also explains why tourists tend to visit those localities with weighted mean of 3. 46 Agree 4 features the locality’s rich history 3.49 = Disagree. 59 Table 4.destinations to celebrate its uniqueness.00 = Strongly Agree. . The colourful array of costumes of the street 1 dancers involved in the festival 2.50 – 2.47 Agree 3 rich culture and history COMPOSITE MEAN 3.31 Agree 6 and delicacies 5. The statue of the patron saint of the 3. in addition to producing sizeable economic and tourism benefits. The live bands performing during the parade 3.2. promote itself.49 = Agree.53 and verbal interpretation of Strongly Agree.53 VERBAL INTERPRETATION Strongly Agree RANK 1. 2.36 Agree 5 participated by home-grown talents 4. 1.The relevance of the festival in the locality’s 3. 6.2 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 3.2.00 – 1.51 Strongly Agree 2 community that is honored during the festival.50 – 4.2 presents the effects of festivals in tourist influx in terms of Attractions as perceived by the respondents. The booths or stalls that features local harvest 3. The beautiful floats in the parade which 3. 2.2 Mean Distribution of the Effects of the Festivals in terms of Attractions N=300 Attractions WEIGHTED MEAN 3. 1.49 = Strongly Disagree Table 4.2. develop local pride and enhance its economic wellbeing.2.43 AGREE Legend: 3.50 – 3. Effects of Festivals in terms of Attractions Table 4. the respondents also revealed that the relevance of the festival in the locality’s rich culture and history also affect the tourism of the municipalities with weighted mean of 3.47 and still verbally interpreted as Agree. 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. The composite mean of 3.31 respectively. 3.46.51 and also interpreted as Strongly Agree. 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. On the other hand.36 and 3.43 and verbal interpretation of Agree revealed that the attractions of these festivals also contribute to the tourist influx in the localities. Most of these street dancing performances also have one common element. In addition. .This is followed by the statue of the patron saint being honored during the festival with weighted mean of 3. live bands and booths or stalls featuring local harvest and 60 delicacies also affect tourist influx with weighted mean of 3. all interpreted as Agree. the beautiful floats. while it is a reminder of a break with the past.The popularity of festivals is closely tied to tourism. The food bazaars featuring the local delicacies. The fluvial parade that commemorate the patron saint. Relative hereto. By attending a festival. Table 4. Dean MacCannell as cited by Adiova (2014) asserts that tradition is an important tourist attraction because. but at the same time.2.5 3. They are entertained as the legends and myths are recreated through performance. 4.3 presents the effects of the festivals in terms of Activities. 2. 3. The presentation of handmade and local products. 2.41 Agree 6. it also allows people to briefly reconnect with it. WEIGHTED MEAN 3.3 Effects of Festivals in tourist influx in terms of Activities Table 4. music and souvenirs makes the festival similar to other types of consumable experiences familiar to the tourist. 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. the availability of food.2.44 Agree 3 4 .47 Agree 2 3. the tourist can experience a taste of traditional peasant life.3 Mean Distribution of the Effects of the Festivals in terms of Activities N=300 Activities 1. The festival’s exhibiting their skills and talents by creating costumes made out of recyclable or resources found in the community.43 VERBAL INTERPRETATION Agree RANK 3. Finally.42 Agree 5 contests in singing and dancing.50 – 3.42 respectively. the fluvial parade and exhibits featuring historical sites are activities that also attract the tourists both with weighted mean of 3.5. Some schools or institutions joining the annual 3.00 = Strongly Agree.50 – 2. The exhibit featuring the historical sites. Beauty pageants feature local beauties who are not only vying for the crown but the chance to represent the advocacies of the municipalities. The presentation of local handmade products also 62 attract tourist influx with weighted mean of 3. 7.5 monuments.49 = Agree.48 Agree 1 during the festival. beauty pageants held the night before of the festivals attract tourist influx with the highest weighted mean of 3. 1. 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 3.50 – 4.37 and verbal interpretation of Agree. The participation of the tourists in street 3. The composite mean of 3. 6.44 and verbal interpretation of Agree. The beauty pageants held the night before or 3.47 and verbally interpreted as Agree.49 = Strongly Disagree Based on the table above. This is followed by the skills and talents of creating costumes made out of recyclable materials with weighted mean of 3. The food bazaars and the schools and institutions joining the annual sing and dance contest also highlight the festivals with weighted mean of 3. 1.49 = Disagree.37 Agree 8 dancing and eating contest.32 Agree 6. 3. social and political events that shaped the community COMPOSITE MEAN 3. Part of .43 and 3.48 and verbally interpreted as Agree.00 – 1.41 AGREE Legend: 3. 8. On the other hand. 2.32.41 and verbal interpretation of Agree revealed that these activities are factors that contributed to the tourist influx in the localities. 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. experiencing the famous tomato-throwing festival gives them a unique ringside opportunity. Tourists 63 have the chance to know the local culture. the local culture and traditional practices. music. culture arts .the charm of the festivals is the local beauties in their local costumes handmade with local products. Accordingly. to know the essence of the festivities and to socialize with members of the local community. Wang (2009) posited that festival is a festive event that people having a good time gathering together. which they can never experience in another place or time. which they only know previously from books or magazines. This is also the community-based tourism development demand. which offers both the residents and visitors joyful experience that can meet diverse community needs in order to help host communities foster local development. they gain deeper understanding and respect for the people. As such. The tourism product includes event and festival are considered as magnificent celebrations to the country which include dance. Aside from seeing the magnificent architectural structures and relics of the Roman heritage. tourists are more inclined to visit the country to be in the hub of the La Tomatina Festival in Buñol. In addition. leadership and networking. 4 Mean Distribution of the Effects of the Festivals in terms of Participation N=300 Participation 1. Yoon & Uysal (2005) stated that "in an increasingly saturated marketplace. 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. Together with a variety of other special events. 2008. The presence of local celebrities in the festivals which makes it more entertaining and appealing 4. they are increasingly seen as unique tourist attractions and as destination image markets. the success of marketing destination should be guided by a thorough analysis of tourist motivation".43 VERBAL INTERPRETATION Agree RANK 3. The chance to interact with the host community and help people to enjoy and meet their leisure needs 3. From marketing perspective. In addition. The relevant programming of the festivals which includes all the elements of traditions and present day situation 2. According to Getz (2008) stated that "festivals and public celebrations are found in all societies.35 Agree 7 3.36 Agree 6 4 .2. Table 4.and handcrafts (Getz.4 presents the assessment of the respondents regarding the effects of the festivals in tourists’ influx in terms of participation. 2010).56 Strongly Agree 1 3. Egrest & Kara. 64 2.4 Effects of Festivals in Tourist Influx in Terms of Participation Table 4. 2014).2. The tourist’s participation in the games WEIGHTED MEAN 3. 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 Toronto’s 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 On the other hand. However. On the other hand.008 Computed Fvalues 1. recent trends . attractions and participation. Wine Festivals in the U. Older respondents may not be able to appreciate activities that may involve physical strength as oppose to a much younger respondents.25 1.S typically target older.23 . This means that the responses of the participants of the study do not vary across all age brackets.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. there is significant difference in the respondents’ assessment in terms of activities.29 .Difference on the Respondents’ Assessment when grouped according to their Age Variables General Description Attractions Activities pvalues .01 Decision on Ho Failed to Reject Failed Reject Reject Participation .41 4. This is because 68 the ability of the respondents’ to participate and appreciate the activities in the festivals depends on their present age.92 2. well-educated and affluent as wine is often seen as “your parents’ beverage”. traditional dances and exhibits of artifacts may not sit well with younger tourists. 69 . nearly half (45 percent) of all U.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 . are more apt to pay a higher price for a bottle of wine than the generation of 35-to-54-yearolds.2 Difference on the respondents’ assessment in Terms of Gender Table 4.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. wider definition of the wine consumer. younger drinkers are 84 percent more likely than the average adult to spend $20 or more on a bottle of wine. aged 21 to 34.3.35 . 69 3.39 -.17 Participation .2 Difference on the Respondents’ Assessment When grouped according to Gender Variables General Description Attractions Activities pvalues .S. wine consumers are between the ages of 35 to 54.92 . These data provide marketers with a new.68 -. In addition.86 Computed tvalues -. Todd (2006) also reports that young adult drinkers. In fact. 3 Difference on the Respondents’ Assessment when grouped according to Educational Attainment Variables Computed Fvalues 1.04 3.15 Reject Failed to Reject Reject Significant Not Significant Significant .3 Difference on the Respondents’ Assessment in Terms of Educational Attainment Table 4.03 .10 . the study revealed that gender does not have significant effect on the respondents’ assessment of the effects of festivals.73 Decision on Ho General Description pvalues .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. In a study conducted by Breugel (2013) regarding the social impact of festivals in Thailand.93 2. 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.02 2. 70 3.3.16 Failed to Reject Verbal Interpretation Not Significant Attractions Activities Participation . 54 Computed Fvalues .279 4.3.6% in 2011. with majority having received tertiary education.89 .84 . This finding suggests that the festival is mainly catering to better educated people. This means that the educational attainment of the respondents affect the way they perceive the effects of festivals in attractions and participation. 71 3.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. there was an upsurge in the number of first time participants.4 Difference on the respondents’ assessment when Grouped according to Civil Status Table 4.00 .1% in 2009 to51. On the other hand. As for frequency of attendance.205 . the educational attainment of festival participants was similar in the two years. there is no significant difference in General Description and Activities. from 20.712 Decision on Ho Failed to Reject Failed to Reject Reject Failed to Reject Verbal Interpretation Not Significant Not Significant Significant Not Significant .06 .4 Difference on the Respondents’ Assessment when grouped according to Civil Status Variables General Description Attractions Activities Participation pvalues . In a study conducted by Lei and Zhao (2015). they view the general description. He further posited that married and senior attendees are less likely to participate in activities in the festivals. On the other hand.5 Differences on the Respondents’ Assessment when Grouped according to Type Table 4. 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. Respondents who are single tend to be more open-minded in their assessment while married respondents always consider family togetherness in giving their perceptions. the responses of those who are separated and widows do not contribute to the differences in the perceptions because of their limited number. attractions and participations in festivals do not have significant difference when they are grouped according to Civil Status. Separated or Widow. Married.3.It can be gleaned from the table above that the assessment of the respondents in the general description. 3.5 Difference on the Respondents’ Assessment when grouped according to Type . attractions and participations as factors of the festival that affect tourists’ influx. This means that whether they are Single. On the other hand. there is significant difference in their responses when activities of the festivals are taken into consideration. 04 Reject Verbal Interpretation Significant Attractions . their assessments are the same.Variables General Description Attractions Activities pvalues .17 2. Difference on the Respondents’ Assessment when Grouped according to Place of Residence Table 4.52 Decision on Ho General Description pvalues .60 Reject Failed to Reject Significant Not Significant .11 1. This finding can also mean that both the residents and festival organizers view festivals as effective tourism strategy.95 1.696 -1. This means that regardless of whether they are regular residents or employees/officials in the LGU.29 Computed tvalues -1. 73 3.15 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.07 .76 -.04 Participation .48 .02 .88 Failed to Reject Not Significant Activities Participation .6 Difference on the Respondents’ Assessment when grouped According to Place of Residence Variables Computed Fvalues 2.3.6.24 -1. This mean that there are also differences in the way they perceive the festivals. thus. the significant difference can be found in General Description and Activities.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. . In addition. their assessment also revealed that different festivals means different activities and description. its crowd-drawing abilities also differ. 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. Of course local resident tend to favor the general description and activities of their festivals thus affecting their perceived effect. Consult with local officials and allot funding to develop infrastructur e like amusement parks that can serve as venue for the festivals. Advance planning of the activities and programs of the festivals 3. People will become more aware of the festivals in the municipalities 2. To conduct information disseminati on of the Festivals.000.00 300. Persons involved 1. LGU 10. Increased number of local and foreign visitors .000. 2.000. Local tourism office in coordination with the barangay officials conduct a planning workshop to effectively plan the activities and programs of the festivals 3.000 2. Touris m Office and Baran gay Official s 3. Table 4 Action Plan to Improve and Enhance Festivals Specific Objectives 1. Develop Additiona l Infrastruc ture Connecte d to Festivals Strategies 1.00 Expected Outcome 1.74 4. Promotion through various media and muti-media venue in the municipalitie s 2. Local Touris m Office Budgetary Requirements 150. Proposal to Improve and Enhance Festivals in the 2nd District of Batangas. Local Touris m Office. The festivals will be able to offer better programming and more effective activities that will increase tourist influx 3. The characteristics of the festivals included in the study are general description. Bauan. educational attainment. attraction. Descriptive research is a method used to obtain information and describe what exists within the variables or conditions of the situation. and the recommendations based in the gathered data. The first objective of the study aimed to determine the profile of the respondents in terms of age. Surveys and observation were used as the main tool in presenting the study. . CONCLUSIONS AND RECOMMENDATIONS This chapter presents the summary. place of residence and type of respondents. San Luis and Lobo. civil status. Mabini. The study was conducted in the 5 municipalities in ther 2nd District of Batangas namely. educational attainment. marital status. The research utilized the descriptive research method in the conduct of the study. The researchers also determined if there are differences in the perceptions of the respondents when grouped according to their profile such as age. San Pascual. conclusions. gender. activities and participation. findings. Summary The study entitled. The researcher made use of existing literature in order to verify the researchers’ observations and come up with preliminary ideas regarding the research problem.Chapter V SUMMARY. “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. gender. FINDINGS. Their assessments were presented and analyzed using weighted mean with the corresponding verbal interpretation. The data gathered were then used to propose strategies that will enhance and improve the festivals in the municipalities. married. the following are the findings of the study: 1. The second objective was to determine the assessment of the respondents regarding the effects of festivals in the tourists’ influx in their municipalities. Independent t-test and one way anova were used for analysis. mostly female.76 place of residence and type. Frequency and percentage were used to better present the demographic profile of the respondents. 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. The assessments of the respondents were also analyzed by determining if significant differences exist when they are grouped according to their demographic profile. college graduate and local residents of the municipalities. . Findings Based on the data gathered. 43 as characteristics of the festivals that greatly affect the tourists’ influx in the municipalities. 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. better programming and activities and additional infrastructure which will boost the festivals thereby attracting more tourists. attractions. well-educated and married. 3. In terms of significant difference. For an improved and enhanced festivals. The study revealed that attractions and participation received the highest composite mean of 3.77 2. 4. 2 Majority of the respondents are in agreement that festivals with its descriptions. the following are the conclusions of the study: 1 Majority of the respondents are in the younger bracket. 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. . 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. the researchers proposed better information dissemination. Conclusions Based on the findings above. 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. 2 Careful planning of the festivals should be implemented especially in programming and activities of the festivals. .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. 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.