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In the Philippines, the
Tourism Industry is considered as one of the backbones of the economy having
12.7% or 2.2 Trillion Pesos contribution to the Gross Domestic Product on 2018.
In the latest list released by The Travel, on their website, the Philippines is
even listed as one of the best countries to visit in Asia for Tourism alongside
with Cambodia, Singapore, Japan, Indonesia, South Korea, Malaysia, Papua New
Guinea, Bhutan, China, Thailand and Vietnam. With this stature the country has,
some has claimed that it is one of the best countries to invest in,
particularly businesses aligned to Tourism.
This study evaluated the City
of Calamba, in the Province of Laguna, which is a first-class city, a lone
district, and the richest city in the country nearest to the Central Region,
Metropolitan Manila or National Capital Region to the local people. It is the
catch basin of all types of traffic since it is in the busiest part of Region
IV-A: CALABARZON, with main highways passing through it going to other
neighboring provinces and the country’s capital.
Keywords: Tourism industry,
Market, Laguna, Hotel Service, Sustainable tourism.
Tourism product
is the sum of the physical and psychological experience acquired by tourists
from their travel to a destination. It is a composite product, as the
combination of different services like tourist attraction, transportation,
accommodation and of entertainment, which provide tourist satisfaction, (Malra,
2011). In the Philippines, the Department of Tourism have been eyeing to boost
its marketing initiatives for ten tourism products since 2019, among these are
nature-based tourism, cruise and nautical tourism; leisure and entertainment
tourism; education tourism; sun and beach tourism; health, wellness, and
retirement tourism; diving and marine sports tourism; meetings, incentives,
conventions, and exhibitions (MICE) tourism; and farm tourism, (Talavera,
2020).
Calamba City,
Province of Laguna, Philippines, is a first-class city and is located 54
kilometers south of the country’s capital region-Metropolitan Manila. It is
best known to be the Hometown of the Philippines National Hero; Dr. Jose P.
Rizal, the Resort Capital of the Country for its Hot Spring Resorts and to have
the worst road traffic situation in the province of Laguna (Ammang, 2015).
There are a number of
tourism attractions in Calamba City including one of the tallest Jose Rizal
Monuments in the world, (Bonquin, 2011), but Dr. Jose Rizal’s Shrine is still
the City’s most visited attraction, with a tourist arrival of 1,022,631
visitors on 2016, (Cinco, 2017). The city has received positive recognitions
from various entities, however, it is still faces social issues that pull down
its image as an emerging City, such as but not limited to prostitution,
(Jalandoni, 2019), and illegal drugs, (Cinco, 2019).
To further develop a
city, Tourism planning is needed, (Stainton, 2019), that is why the researcher
conducted this study. The local government unit of the City of Calamba is
obviously having a difficult time in maximizing opportunities in the sector of
tourism, not to mention lack of a sustainable tourism plan as of year 2019,
reasons why this research would be a huge help.
This
study identified existing Tourism attractions and potential attractions in the
City of Calamba, has justified why such are considered as potential
Attractions, and determined existing plans for tourism development. To examine
the tourism industry development opportunities, this study determined the
primary market for the city by identifying which district in the province has
the highest percentage of people who prefer travelling locally than to travel
to places beyond the province. It also determined the perceptions of the market
in each district in the province towards tourism products; hotel, tourism
attractions, travel service providers, restaurants, transportation, to know
what types of products are marketable in the city.
The industry’s
businesses operations would not be successful without human resource, and since
in ethical tourism planning, the local community is the priority, this study
also determined the level of expertise of the local community in terms of tourism
and hospitality industries operations and management, to know how ready is the
city in terms of maximizing employment opportunities in the said field.
METHODOLOGY
This study used a descriptive
research method and a quantitative research treatment. Quantitative approach
was used to assess the tourism market’s perspective towards tourism products,
which shall lead to planning and development initiatives. Respondents for this
study are a total of 770, covering the entire province of Laguna. For the status
of tourism planning and development in the city, the tourism officer was asked,
for the perception of the tourism industry market, out of the total population
of 3,035,081, the sample size was computed and was equally divided to the
number of the districts for proper representation, while from the total
population of Calamba City, the sample population was computed separately to
determine the level of expertise of the local community towards tourism
operations as the main source manpower. This study asked 55 local
resident-respondents per district, 1 Tourism Officer of Calamba City and 384
residents from Calamba City as main source of manpower. The respondents were
chosen through a random selection.
Data were gathered through
printed questionnaires and an online survey, which lasted for two (2) months,
and were treated using frequency and percentage for the perception of the
tourism industry market towards tourism products, and using Likert Scale and
Mean for the level of expertise of the local community towards Tourism
operations. The Competencies Proficiency Scale by the National Institutes of
Health in Maryland, USA is the instrument used for the Likert scale. The said
scale is used to measure one’s ability to demonstrate a competency on the job.
It captures a wide range of ability levels and organizes them into five steps:
from “Ignorant” to “Expert”.
PRESENTATION OF DATA
The market’s preference
towards tourism industry products the data below represent the respondents’
preference towards travelling within and outside the province of Laguna.
District 1
78% or 43 persons said that they prefer Intraregional and Interregional tourism
and 22% or 12 persons said that they prefer local tourism.
District 2
56% or 31 persons
answered that they preferred travelling or having vacation locally, while the
24 persons answered that they preferred Intraregional and Interregional tourism.
District 3
65% or 36 persons
prefer local tourism and 35% or 19 persons preferred Intraregional and
Interregional tourism.
District 4
53% or 29 persons
answered they prefer local tourism and 47% or 26 persons responded that they
prefer Intraregional and Interregional Tourism.
Lone district of
Biñan
64% or 35 persons
answered that they prefer Interregional and Intraregional Tourism than the 36%
or 20 persons who answered Local Tourism.
Lone district of
Calamba
51% or 28 people
answered that they prefer Local Tourism than the 49% or 27 who answered
Intraregional & Interregional Tourism.
Lone district of
Sta. Rosa
79% or 31 persons
answered that they prefer Local Tourism than Intraregional and Interregional
Tourism with 21% or 24 persons.
Total percentage
of local resident respondents of Laguna, preference when it comes to travelling
and having a vacation.
51% or 198
persons preferred Intraregional and Interregional Tourism and 49% or 187
persons preferred Local Tourism in the whole province of Laguna.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS HOTEL LOCATION
District 1
66% or 36 persons
said that they are in favor for location that is near tourism destination, 16%
or 9 persons of the results is in favor for along or near the beach location,
while the 18% or 10 persons of the results is in favor for commercial zones and
mountain side.
District 2
39% or 21 persons
are in favor of along or near the beach location, 33% or 18 persons prefer a
mountain side location, 17% or 9 persons responded that they want near tourism
destination and 11% or 7 persons answered that they prefer commercial zone
areas for hotels.
District 3
53% or 26 people
are in favor of mountain side, 36% or 19 persons preferred along or near the
beach, 9% or 5 people responded that they want commercial zones and 7% or 4
people answered that they prefer near tourism destination.
District 4
51% or 28 persons
are in favor of along or near the beach, 26% or 14 persons prefer a mountain
side location for hotels, 20% or 11 persons responded that they want commercial
zones and 3% or 2 persons answered that they prefer near tourism destination.
Lone district of
Biñan
49% or 27 peoples
are in favor of along or near the beach, 29% or 16 people prefer a commercial
zone for hotels, 20% or 11 people responded that they want mountain side and 2%
or 1 people answered near tourism destination areas for hotels.
Lone district of
Calamba
57% or 31 persons
are in favor of mountain side, 31% or 17 persons prefer a along or near the
beach location for hotels, 9% or 5 persons responded that they want commercial
zones, and 3% or 2 persons answered that they prefer near tourism destination
areas for hotels.
Lone district of
Sta. Rosa
44% or 24 persons
preferred along or near the beach location, 24% or 13 persons preferred
commercial zones, 18% or 10 persons preferred mountain side, and a 14% or 8
persons said that they prefer near tourism destination.
TOTAL PERCENTAGE
OF LOCAL RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO HOTEL’S
LOCATION
38% or 146 persons preferred
along or near the beach, 30% or 115 persons answered mountain side and 16% or
62 persons answered near tourism destination and 16% or 62 persons preferred
commercial zones in the whole province of Laguna.
THE DATA BELOW REPRESENT THE RESPONDENTS’
PREFERENCE TOWARDS HOTEL ROOM RATES
District 1
40% or 22 persons said that they prefer room prices between 2001-3000,
25% or 14 persons said that they prefer 1001-2000, 15% or 8 persons said that
they prefer 1000 below room prices, 11% or 6 persons said that they preferred
4001-5000, 5% or 3 persons said that they preferred 5001 above room prices and
4% or 2 persons preferred 3001-4000.
District 2
38% or 21 persons are 1000 below rate of hotels room, 33% or 18 persons
chose the 1001-2000, 18% or 10 persons chose the 2001-3000 rate of hotel rooms,
6% or 3 persons chose the 3001-4000 rate of hotels room, and 5% or 3 persons
chose the 4001-5000 rate of hotel room, no one preferred 5001 above rate.
District 3
44% or 24 people
are 1001-2000 rate of hotel room, 42% or 23 people chose the 1000 below rate of
hotel room, 7% or 4 people chose the 2001-3000 rate of hotel room, 5% or 3
people chose the 3001-4000 rate of hotel room, 2% or 1 person chose the 5001
above rate of hotel room, and no one preferred in 4001-5000 rate.
District 4
31% or 17 person
chose the 1000 below of hotel room, 29% or 16 person preferred 1001-2000 rate
of hotel room, 18% or 10 person chose the 2001-3000 rate of hotels room, 16% or
9 person chose the 3001-4000 rate of hotels room and 6% or 3 person chose the 4001-5000
rate of hotels room, no one preferred in 5001 above rates.
Lone district of
Biñan
46% or 25
persons, chosen the rate of 1000 below, 27% or 15 people answered 2001-3000
rate of hotels room and the rest is 9% or 5 persons answered each for the rates
of 4001-5000, 3001-4000, 1001-2000 rate for hotel rooms, no one preferred in
5001 above rates.
Lone district of
Calamba
42% or 22 persons
1001-2000 hotel room rate,18% percent or 10 persons each for the rates of 1000
below and 2001 – 3000, 12% or 7 persons rate of hotel rooms preferred 3001 -
4000, 10% or 6 person answered the 4001-5000 rate of hotel rooms, no one
preferred in 5001 above rates.
Lone district of
Sta. Rosa
56% or 31 persons
preferred 2001 - 3000 rates, 29% or 16 persons preferred 1001 - 2000 rates and
15% or 8 persons preferred 1000 below rates, no one preferred 3001 - 5001 above
rates.
TOTAL PERCENTAGE
OF LOCAL RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO HOTEL’S
ROOM PRICES
30%: 115 persons preferred 1001 -
2000, 29% or 112 persons preferred 1000 below rates, 26%: 102 persons preferred
2001 - 3000, 8% or 29 persons answered 3001 - 4000, 6% or 23 persons answered
4001-5000, and 1% or 4 persons answered in 5001 above rates in the whole
province of Laguna.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS HOTEL SERVICE STANDARD
District 1
33% or 18 persons
answered economy, 27% or 15 persons preferred luxury, also a 27% or 15 persons
preferred boutique, and 13% or 7 persons answered business.
District 2
34% or 19 persons
are in favor of luxury, the 66% or 36 persons for each said that they prefer
business, economy and boutique service standard for hotel.
District 3
68% or 37 persons
are in favor of economy service standard, 17% or 9 persons prefer a boutique,
12% or 7 persons prefer a luxury, and 3% or 2 person answered that they prefer
business service standard.
District 4
38% or 21 people
are in favor of economy service standard, 29% or 16 people prefer a boutique,
18% or 10 people responded that they want business, and 15% or 8 people chose
the luxury service standard.
Lone district of
Biñan
49% or 27 persons
are in favor of economy, 29% or 16 persons prefer luxury, 20% or 11 persons
responded that they want boutique, 2% or 1 person chose business service
standard.
Lone district of
Calamba
48% or 26 people
are in favor of economy, 26% or 14 people prefer a luxury, 24% or 13 people
responded that they want boutique, and 2% or 2 people answered that they prefer
business service standard, no one preferred business service standard.
Lone district of
Sta. Rosa
56% or 31 persons
answered economy, 29% or 16 persons preferred luxury, 15% or 8 persons answered
boutique and no one preferred business service standard.
TOTAL PERCENTAGE OF LOCAL RESIDENT
RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO HOTEL’S SERVICE STANDARD
45% or 172 persons answered that they prefer economy
hotel service standard, 24% or 95 persons preferred luxury, 22% 84 persons
preferred boutique, and a 9% or 34 persons answered business in the whole
province of Laguna.
THE DATA BELOW REPRESENT THE RESPONDENTS’
PREFERENCE TOWARDS HOTEL TYPES
District 1
44% or 24 persons preferred resort type, 27% or 15 persons answered club
type, 16% or 9 persons preferred bed and breakfast type, 11% or 6 persons
preferred residential type, and 2% or 1 person answered casino hotel.
District 2
62% or 34 persons are in favor of resort, 38% or 21 persons chose that
they prefer bed and breakfast type of hotels and no one preferred in
residential, club and casino hotel, no one preferred residential, club and
casino hotel types.
District 3
58% or 32 people are in favor of resort, 16% or 9 people chose the bed
and breakfast, 13% or 7 people chose the residential, 11% or 6 people responded
that they want club, and 2% or 1 people answered that they prefer casino hotel.
District 4
47% or 26 people are in favor of resort, 22% or 12 people prefer a bed
and breakfast, 13% or 7 people chose the casino hotel, 11% or 6 people responded
that they want residential, and 7% or 4 people chose that they prefer club.
Lone district of Biñan
82% or 45 persons are in favor of resort, 18% or 10 person each answered
that they prefer bed and breakfast and residential, no one preferred club and
casino hotel, no one preferred club and casino hotel.
Lone district of Calamba
38% or 21 people are in favor of resort, 24% or 13 people preferred
residential, 22% or 12 people responded that they want bed and breakfast, 9% or
5 people chose club, and, 7% or 4 people answered that they prefer casino
hotel.
Lone district of Sta. Rosa
71% or 39 persons preferred resort type, 15% or 8 persons preferred club
type, and 14% or 8 persons preferred residential type, no one preferred in bed
and breakfast and casino hotel type.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS’ PREFERENCE FROM THE ENTIRE PROVINCE OF LAGUNA WHEN IT
COMES TO TYPE OF HOTELS
57% or 221 persons preferred resort type, 18% or 68 persons preferred bed
and breakfast, 12% or 45 persons preferred residential, 10% or 38 persons
answered club type, and 3% or 13 persons answered casino hotel in the whole
province of Laguna.
THE DATA BELOW REPRESENT THE
RESPONDENTS’ PREFERENCE TOWARDS LOCATION OF TOURISM DESTINATIONS
District 1
60% or 33 persons preferred outskirt or remote area location of a tourism
destination and 40% or 22 persons preferred commercial zones.
District 2
91% or 50 persons are in favor of commercial zones and 9% or 5 persons
answered that they prefer outskirt or remote areas.
District 3
84% or 46 people are in favor of commercial zones and 16% or 9 people
chose that they prefer outskirt or remote areas.
District 4
89% or 49 persons are in favor of commercial zones and 11% or 6 persons
answered that they prefer outskirt or remote areas.
Lone district of Biñan
64% or 35 persons are in favor of commercial zones and 36% or 20 persons
answered that they prefer outskirt or remote areas.
Lone district of Calamba
58% or 32 people are in favor of commercial zones and 42% or 23 people
chose that they prefer outskirt or remote areas.
Lone district of Sta. Rosa
65% or 36 persons preferred outskirt or remote areas and 35% or 19
persons preferred commercial zones.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO LOCATION OF THE
TOURISM DESTINATIONS
63% preferred
commercial zones when it comes to location of tourism destinations and 37%
preferred outskirt or remote areas in the whole province of Laguna.
THE DATA BELOW REPRESENT THE
RESPONDENTS’ PREFERENCE TOWARDS TYPES OF TOURISM ACTIVITIES
District 1
42% preferred educational, 18% or 10 persons preferred adventure and 40%
preferred sightseeing or relaxing.
District 2
56% or 31 persons are in favor of adventure, 39% or 21 persons responded
that they want educational and 3% or 2 persons chose that they prefer
sightseeing/relaxing.
District 3
60% or 33 people are in favor of adventure, 33% or 18 people responded
that they want sightseeing/relaxing and 7% or 4 people answered that they
prefer educational.
District 4
49% or 27 persons are in favor of adventure, 35% or 19 persons responded
that they want sightseeing/relaxing, and 16% or 9 persons chose that they
prefer educational.
Lone district of Biñan
55% or 30 people are in favor of adventure, 36% or 20 people responded
that they want sightseeing/relaxing and 9% or 5 people answered that they
prefer educational.
Lone district of Calamba
45% or 25 persons are in favor of adventure, 40% or 22 persons responded
that they want sightseeing/relaxing and 15% or 8 persons answered that they
prefer educational.
Lone district of Sta. Rosa
71% or 39 persons are in favor of sight-seeing/relaxing, 29% or 16
persons preferred adventure, no one preferred educational activities.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO ACTIVITIES IN THE
TOURISM DESTINATIONS
45% or 173 persons
preferred adventure activities, 37% or 142 persons preferred sightseeing or
relaxing and 18% or 70 persons preferred that they want educational activities
in the whole province of Laguna.
THE DATA BELOW REPRESENT THE
RESPONDENTS’ PREFERENCE TOWARDS TYPES OF TOURISM ATTRACTIONS
District 1
47% or 26 people are in favor of Man Made, 36% or 20 persons for each
responded that they want cultural and heritage and innovation inspired and 17%
or 9 person preferred nature based.
District 2
57% or 31 persons are in favor of nature based, 27% or 15 persons prefer
cultural and heritage, 9% or 5 persons responded that they want man made, 7% or
4 person answered that they prefer innovation inspired attraction.
District 3
49% or 27 persons are in favor of nature based, 35% or 19 persons prefer
a man made, 14% or 8 persons responded that they want cultural and heritage,
and 2% or 1 person answered that they prefer innovation inspired.
District 4
40% or 22 people
are in favor of nature based, 35% or 19 people prefer a cultural and heritage,
23% or 13 people responded that they want man made, and 2% or 1 people chose
that they innovation inspired.
Lone district of
Biñan
64% or 35 people
are in favor of nature based, 27% or 15 persons responded that they want
cultural and heritage and 9% or 5 persons answered that they prefer man made,
no one preferred innovation inspired.
Lone district of
Calamba
43% or 24 persons
are in favor of man-made, 31% or 17 persons prefer a nature based, 24% or 13
persons responded that they want cultural and heritage, and 2% or 1 person
answered that they prefer innovation inspired.
Lone district of
Sta. Rosa
85% or 47 people
are in favor of nature based, and 15% or 8 people chose that they prefer
innovation inspired, no one preferred man made and cultural and heritage.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO TYPE OF ATTRACTION
49% or 188 persons answered that they prefer
nature-based attractions, 24% or 92 persons responded that they want man made,
21% or 80 persons prefer cultural and heritage and 6% or 25 persons for innovation
inspired in the whole province of Laguna.
THE DATA BELOW REPRESENT THE RESPONDENTS’
PREFERENCE TOWARDS TOURISM DESTINATIONS’ ENTRANCE FEE
District 1
53% or 29 people are in favor of 100
Below, 29% or 16 people responded that they want 101-500 entrance fee and 18%
or 10 answered that they prefer 501-1000 and 1001 Above entrance fee.
District 2
51% or 28 persons are in favor of
101-500, 38% or 21 persons responded that they want 100 below and 11% or 6 persons
chose that they prefer 501-1000, no one preferred 1001 above fee.
District 3
55% or 30 people are in favor of 101-500,
38% or 21 people responded that they want 100 below and 7% or 4 people answered
that they prefer 501-1000, no one preferred 1001 above fee.
District 4
45% or 25 person are in favor of
101-500,38% or 21 person prefer a 501-1000 , 15% or 8 person responded that they want 100 below,
and 2% or 1 person answered that they prefer 1001 above entrance fee.
Lone district of Biñan
55% or 30 people are in favor of 100
below, 27% or 15 people responded that they want 101-500 and 18% or 10 people
chose that they prefer 501-1000, 1001 above fee.
Lone district of Calamba
58% or 32 persons are in favor of 101-
500 ,20% or 11 persons responded that they want
501-1000 and 22% or 12 persons answered
that they prefer 100 below and 1001 above.
Lone district of Sta. Rosa
73% or 40 people are in favor of 101-500,
and 27% or 15 people answered that they prefer 100 below, no one preferred 501
- 1001 above fees.
TOTAL PERCENTAGE OF LOCAL RESIDENT
RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO ENTRANCE FEE WITH ACTIVITIES
48%
or 186 persons preferred 101 - 500 fee, 34% or 130 persons preferred 100 below fee,
14% or 52 persons answered 501 - 1000 fee and 4% or 17 persons answered 1001
above fee in the whole province of Laguna.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS TRAVEL AGENCY’S ASSISTANCE
District 1
73% or 40 persons
are in favor of asking assistance from travel agency and 27% or 15 persons
answered that they prefer not asking assistance from travel agency.
District 2
62% or 34 people
are in favor of not asking assistance from travel agency and 38% or 21 persons
answered that they prefer asking assistance from travel agency.
District 3
89% or 49 persons
are in favor of asking assistance from travel agency and 11% or 6 persons
answered that they prefer not asking assistance from travel agency.
District 4
95% or 52 people
are in favor of asking assistance from travel agency and 5% or 3 persons
answered that they prefer not asking assistance from travel agency.
Lone district of
Biñan
64% or 35 persons
are in favor of not asking assistance from travel agency and 36% or 20 persons
answered that they prefer asking assistance from travel agency.
Lone district of
Calamba
64% or 35 persons
are in favor of asking assistance from travel agency and 36% or 20 persons
answered that they prefer not asking assistance from travel agency.
Lone district of Sta.
Rosa
71% or 39 persons
are in favor of asking assistance from travel agency and 29% or 16 persons
answered that they prefer not asking assistance from travel agency.
TOTAL PERCENTAGE
OF LOCAL RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO ASKING
ASSISTANCE FROM TRAVEL AGENCY
66% or 256 persons are in favor
of asking assistance from travel agency and 34% or 129 persons answered that
they prefer not asking assistance from travel agency.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS RESTAURANTS’ LOCATION
District 1
56% or 31 are in
favor of mountain side, 22% or 12 people prefer a near tourism destination, 15%
or 8 people responded that they want along or near the beach and 7% or 4 people
chose that they prefer commercial zones.
District 2
44% or 24 people
are in favor of commercial zones, 33% or 18 people prefer along or near the
beach, 16% or 9 people responded that they want mountain side and 7% or 4
people answered that they prefer near tourism destination.
District 3
33% or 18 persons
are in favor of along or near the beach, 54% or 30 persons responded that they
want commercial zones and mountain side and 13% or 7 persons chose that they
prefer near tourism destination.
District 4
46% or 25 persons
are in favor of Mountain Side, 38% or 21 people prefer along or near the beach,
9% or 5 persons responded that they want near tourism destination, and 7% or 4 persons
answered that they prefer commercial zones.
Lone district of
Biñan
61% or 33 persons
are in favor of along or near the beach, 24% or 13 persons prefer a commercial
zone, 12% or 7 person responded that they prefer mountain side, 3% or 2 person
chose that they prefer near tourism destination.
Lone district of
Calamba
42% or 23 people
are in favor of along or near the beach, 25% or 14 people prefer mountain side
,20% or 11 people responded that they want near tourism destination, and 13% or
7 people that they prefer commercial zones.
Lone district of
Sta. Rosa
58% or 32 persons
are in favor of along or near the beach, 24% or 13 persons responded that they
want commercial zones and 18% or 10 person that they prefer mountain side, no
one preferred near tourism destination.
TOTAL PERCENTAGE
OF LOCAL RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO
RESTAURANT’S LOCATION
40% or 153 people are in favor of
along or near the beach, 29% or 111 people prefer a mountain side, 21% or 80
people answered that they prefer commercial zones, and 10% or 41 people
responded that they want near the destination, in the whole province of Laguna.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS RESTAURANTS’ PRODUCT RATES
District 1
42% or 23 persons
are in favor of 1001-2000 meal prices, 35% or 19 persons prefer 1000 below, 11%
or 6 persons prefer a 2001-3000, 7% or 4 persons responded 4001-5000 and 5% or
3 persons answered that they prefer 3001-4000 meal prices, no one preferred
5001 above price.
District 2
56% or 31 people
are in favor of 1001-2000, and 44% or 24 people chose that they prefer 1000
below, no one preferred 2001 - 5001 above process.
District 3
58% or 32 persons
are in favor of 1000 below meal prices, 33% or 18 person prefer a 1001-2000, 5%
or 3 person responded that they want 2001-3000, and 4% or 2 person answered
that they prefer 4001-5000, no one preferred 3001-4000 and 5001 above prices.
District 4
38% or 21 persons
are in favor of 1001-2000, 26% or 14 person prefer a 1000 below, 18% or 10
persons prefer a 2001-3000, 13% or 7 persons responded that they want
3001-4000, and 5% or 3 persons that the prefer 4001-5000, no one preferred 5001
above prices.
Lone district of
Biñan
55% or 30 people
are in favor of 1000 below, 27% or 15 people responded that they want 1001-2000
and 18% or 10 people that they prefer 2001-3000 and 3001-4000, no one preferred
4001 - 5001 above prices.
Lone district of
Calamba
45% or 25 persons
are in favor of 1001-2000 meal prices, 27% or 15 person prefer a 1000 below,
13% or 7 person prefer a 2001-3000, 7% or 4 person responded that they want
3001-4000, and, 8% or 4 person chose 4001-500 and 5001 above.
Lone district of
Sta. Rosa
51% or 28 persons
preferred 1000 below prices, 44% or 24 people responded that they want
1001-2000, 2001-3000, 3001-4000, 4001-5000 and 5% or 3 people chose that they prefer
5001 above.
TOTAL PERCENTAGE
OF LOCAL RESIDENT RESPONDENTS’ PREFERENCE FROM THE PROVINCE OF LAGUNA WHEN IT
COMES TO MEAL PRICES
42% or 162
persons preferred 1000 below prices, 36% or 139 persons preferred 1001-2000
prices, 10% or 37 persons preferred 2001-3000, 7% or 25 persons answered
3001-4000 prices, 4% or 17 persons answered 4001-5000 prices and 1% or 5
persons answered 5001 above in the whole province of Laguna.
THE DATA BELOW
REPRESENT THE RESPONDENTS’ PREFERENCE TOWARDS RESTAURANTS’ SERVICE STANDARD
District 1
49% or 27 persons are in favor of casual, 24% or 13 persons answered fast
food, 16% or 9 people responded that they want buffet, and 11% or 6 persons
answered that they prefer fine dining.
District 2
38% or 21 people are in favor of fine dining, 33% or 18 people prefer a
buffet, 16% or 9 people responded that they want fast food, and 13% or 7 people
chose that they prefer casual.
District 3
51% or 28 persons are in favor of buffet, 24% or 13 persons prefer
casual, 22% or 12 people responded that they want fast food and 3% or 2 people
answered that they prefer fine dining.
District 4
44% or 24 people are in favor of casual, 33% or 18 people prefer a
buffet, 14% or 8 people responded that they want fine dining and 9% or 5 people
answered that they prefer fast food.
Lone district of Biñan
37% or 20 persons are in favor of buffet, 27% or 15 person answered that
they prefer fine dining, 18% or 20 person each responded that they want casual
and fast food.
Lone district of Calamba
36% or 20 persons are in favor of buffet, 35% or 19 persons prefer
casual, 14% or 8 persons answered that they prefer fine dining, 15% or 8
persons responded that they want fast food.
Lone district of Sta. Rosa
44% or 24 persons preferred buffet, 29% or 16 persons preferred casual,
and 27% or 15 persons preferred fast food, no one preferred fine dining.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO SERVICE STANDARD OF
RESTAURANTS
36% or 137 preferred
buffet, 30% or 116 persons preferred casual, 19% or 72 persons preferred fast
food and 15% or 60 persons preferred fine dining in the whole province of
Laguna.
THE DATA BELOW REPRESENT THE
RESPONDENTS’ PREFERENCE TOWARDS TYPES OF CUISINES OFFERED BY RESTAURANTS
District 1
38% or 21 persons preferred Filipino cuisine, 15% or 8 persons preferred
Korean, 18% or 10 persons preferred Chinese, 9% or 5 persons preferred
Japanese, 9% or 5 persons preferred American cuisine, 7% or 4 persons preferred
Halal and 4% or 2 persons preferred Italian.
District 2
78% or 43 persons preferred Filipino cuisine, 6% or 3 persons each
preferred Korean and Chinese, and 5% or 3 persons each answered American and
Halal cuisine, no one preferred Japanese and Italian cuisine.
District 3
47% or 26 persons preferred Filipino cuisine, 42% or 23 persons preferred
Korean, 5% or 3 persons answered American, 4% or 2 persons preferred Chinese,
and 2% or 1 person answered Japanese, no one preferred Halal and Italian.
District 4
40% or 22 persons preferred Filipino, 27% or 15 persons preferred Korean,
17% or 9 persons preferred Chinese, 9% or 5 persons Japanese and 7% or 4
persons answered American cuisine, no one preferred Halal and Italian.
Lone district of Biñan
46% or 25 persons preferred Filipino, 18% or 10 persons each preferred
Korean and American, and 9% or 5 persons each preferred Chinese and Japanese
cuisines, also a 9% or 5 persons preferred Japanese, no one preferred Halal and
Italian.
Lone district of Calamba
40% or 22 persons preferred Filipino, 20% or 11 persons preferred Korean,
13% or 7 persons answered Japanese, 9% or 5 persons preferred Chinese, 7% or 4
persons answered American, 6% or 3 persons answered Halal, and 5% or 3 persons
answered Italian.
Lone district of Sta. Rosa
71% or 39 persons preferred Filipino type of cuisine, 14% or 8 persons
answered Japanese, 13% or 7 persons answered American and 2% or 1 person
preferred Korean, no one preferred Chinese, Halal and Italian.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO TYPE OF CUISINES
51% or 198 persons preferred
Filipino Cuisines, 19% or 71 persons preferred Korean, 9% or 36 persons
answered American, 9% or 34 persons preferred Chinese, 8% or 31 persons
preferred Japanese, 3% or 10 persons answered Halal, and 1% or 5 persons
answered Italian cuisine in the whole province of Laguna.
THE DATA BELOW REPRESENT THE
RESPONDENTS’ PREFERENCE TOWARDS TRANSPORTATION MEANS
District 1
40% or 22 persons answered taxi, 29% or 16 persons preferred mass
transport, 20% or 11 persons answered private car hire and 11% or 6 persons
preferred their own vehicle.
District 2
67% or 37 persons preferred their own vehicle, 22% or 12 persons
preferred private car hire, and 11% or 6 persons preferred mass transport, no
one preferred taxi.
District 3
33% or 18 persons preferred mass transport, 26% or 14 persons preferred
their own vehicle, 25% or 14 persons preferred taxi and 16% or 9 persons
preferred private car hire.
District 4
51% or 28 persons preferred their own vehicle, 31% or 17 persons
preferred mass transport, 14% or 8 persons answered private car hire and 4% or
2 persons answered taxi.
Lone district of Biñan
37% or 20 persons preferred their own vehicle, 27% or 15 persons each
answered private car hire and taxi and also a 9% or 5 persons preferred mass
transport.
Lone district of Calamba
38% or 21 persons preferred their own vehicle, 22% or 12 persons each
answered taxi and mass transport and 18% or 10 persons answered private car
hire.
Lone district of Sta. Rosa
44% or 24 persons preferred private car hire, 29% or 16 persons preferred
mass transport, and 27% or 15 persons preferred their own vehicle, no one
preferred taxi.
TOTAL PERCENTAGE OF LOCAL
RESIDENT RESPONDENTS OF LAGUNA, PREFERENCE WHEN IT COMES TO TRANSPORTATION
MEANS
37% or 141 persons preferred their own vehicle, 23% or 90 persons
preferred mass transport, 23% or 89 persons preferred private car hire and 17%
or 65 persons preferred taxi in the whole province of Laguna.
ABILITY OF THE TOURISM
INDUSTRY WORKFORCE
Table 1 present the calculation of the respondents’ response to the set of
questions asked to know the ability of the local community in terms of tourism
and hospitality industries operation in management in Calamba, Laguna.
Table 1 presents that out of the 384 local-resident respondents in Calamba,
Laguna, 47 (0.12) respondent said that their level of expertise are ignorant.
16 (0.08) of them said that they are novice, 114 (0.89) of them are
intermediate, 42 (0.44) of them are advanced and 17 (0.22) of them are expert
in terms of hotel front office operations.
Table 2 presents that out of the 384 local-resident respondents in Calamba,
Laguna, 40 (0.10) respondent said that their level of expertise is ignorant.
151 (0.79) of them said that they are novice, 128 (1) of them are intermediate,
43 (0.45) of them are advanced and 22 (0.29) of them are expert in terms of
hotel housekeeping.
Table 3 presents that out of the 384 local-resident respondents in Calamba,
Laguna, 36 (0.09) respondent said that their level of expertise is ignorant.
144 (0.75) of them said that they are novice, 131 (1.02) of them are
intermediate, 46 (0.48) of them are advanced and 27 (0.35) of them are expert
in terms of food and beverage handling and hotel and restaurant kitchen
operations.
Table 5 presents that out of the 384 local-resident respondents in Calamba,
Laguna, 41 (0.11) respondent said that their level of expertise are Ignorant.
125 (0.65) of them said that they are novice, 143 (1.12) of them are
intermediate, 67 (0.69) of them are advanced and 8 (0.10) of them are expert in
terms of tourism marketing.
Table 6 presents that out of the 384 local-resident respondents in Calamba,
Laguna, 47 (0.12) respondent said that their level of expertise is ignorant.
134 (0.69) of them said that they are novice, 125 (0.98) of them are
intermediate, 70 (0.79) of them are advanced and 8 (0.10) of them are expert in
terms of tour planning.
Table 8 shows the equivalent and level of expertise of manpower in Calamba,
Laguna in each subject of tourism and hospitality business operation. In hotel
front office operations, the result is ignorant with an equivalent of 1.75. In
hotel housekeeping, the result is Intermediate with an equivalent of 2.63. In
food and beverage and hotel and restaurant kitchen operation, the result is
intermediate with an equivalent of 2.69. In tour guiding, the result is novice
with an equivalent of 2.53, in tourism marketing, the result is intermediate
with an equivalent of 2.67. In terms of tour planning the result is
intermediate with an equivalent of 2.62. Lastly, in terms of events management
the result is intermediate with an equivalent of 2.85. Overall, Calamba Laguna
workforce are novice when it comes to tourism and hospitality business
operations.
The tourism industry of the city is
currently focused on heritage and nature- based tourism with most of its
popular tourism attractions inclined with historical events and natural resources.
The municipal tourism office doesn’t have a sustainable tourism development
plan yet but is currently in the drafting process; a probable cause of the
mismanaged human traffic in the city.
From
the results of the survey, the residents from 4th, 3rd and 2nd districts, and
lone districts of Calamba and Sta. Rosa prefer travelling locally, while those
from the 1st district and lone district Biñan prefer Intraregional and
Interregional tourism more than local tourism. Since Biñan and San Pedro is near
Metro Manila they prefer going out of the province instead of travelling to any
cities within the province that are too far from them, furthermore, though the
percentage gap is not high, still majority of the respondents from all parts of
Laguna prefer Interregional and Intraregional tourism, therefore, making the
City of Calamba not ideal to vast tourism development.
In
terms of hotel location, the residents of district number 2, and lone districts
of Biñan and Sta. Rosa prefer hotels along or near the beach. Respondents
residing in the 3rd District and lone district of Calamba prefer mountain-side
accommodation on the other hand, while residents from the 1st district prefer
hotels near tourism destination. Therefore, the primary markets of tourism industry
businesses in the City of Calamba are the people from the 1st and 3rd
districts. Massive marketing campaigns are not advisable in District number 2,
Sta. Rosa, and Binan.
Regarding
product prices, the respondents in districts 2, 4, and Biñan lone district are
willing to spend a maximum of Php. 1,000.00 for an overnight stay in hotels.
People from the 2nd district and lone district of Calamba on the other hand are
willing to pay between Php. 1,001.00 and Php. 2,000.00 for hotel accommodation,
while residents from the lone district of Sta. Rosa and district number 1 can
afford Php. 2,001.00 to Php. 3,000.00. The markets from all districts prefer
economy type of accommodation except for 2nd district where people prefer
luxury. Tourism industry businesses in the Calamba City therefore should focus
on a mid-scale type of accommodation with an affordable rate.
In terms of tourism destinations,
resort-type facilities are demanded by most of the respondents from all
districts, corresponding to the image of the province as a resort capital of
the Philippines. In addition, 2nd, 3rd and 4th districts, and the lone district
of Biñan prefer attraction within commercial zones, while the residents from
the 1st district and lone districts of Calamba and Sta. Rosa prefer attractions
away from the busy streets or in remote areas. Adventure tourism is preferred
by the majority of the markets, either in a natural and man-made setting, with
willingness to pay an average of 100-500 entrance fee.
Most of the population prefers
asking assistance from travel agencies, making the province and the City of
Calamba, a primary market for travel services providers. When it comes to food
and beverage services providers, majority of the markets per district prefers
along/near the beach or in the case of the City of Calamba, in a resort
setting, 2nd on their preference are restaurants on mountain sides, and 3rd are
those located within commercial areas. Filipino restaurants with buffet and
casual setting are desired by all markets except for the 2nd district which
demands fine dining types of service, while the price range acceptable in the province
is Php. 1,000.00 to Php. 2,000.00 for 4 persons only.
In terms of transportation mode,
mass public transport and private cars are preferred by the market, requiring
businesses to allot an area for parking if they want to survive the
competition.
The overall result of the
expertise level in Calamba is novice, some of them have the level of experience
gained in classroom or experimental scenarios or as trainee on-the-job. They
are expected to need help when performing the skill. They can understand and
can discuss terminology, concepts, principles and issues related to the job.
The expertise level of Calamba
City’ Human Resource towards knowledge and skills required in the Tourism
Industry is novice; the experience that the people have are gained only in
experimental scenarios and as a trainee. They can only understand and discuss
terminology, concepts, principles, and issues related to the job. The people of
Calamba however has an intermediate expertise level towards hotel housekeeping,
food handling and restaurant operations, tourism marketing, events management
and tour planning, a novice expertise level towards tour guiding, and an
ignorant expertise level towards front office operations.
CONCLUSION
This study therefore concludes
that Laguna is really a thriving province when it comes to Tourism Industry
growth, given that it is lacking people who are knowledgeable towards tourism
industry operations. The researcher found out that the province should really
focus on establishing its image as a summer-get away through resort- inspired
accommodations since the local market prefers such services. It is also clear
that the province is a primary market for travel agencies, most specially those
who are offering out of the province travel packages, and despite of the
nationwide-spread of a wrong mentality towards local products, residents of the
province of Laguna still prefer Filipino cuisines.
RECOMMENDATIONS
The researcher recommends tourism
businesses to establish distinct features from what the tourism industry of the
nearby provinces and regions are offering, especially Metro Manila, to convince
the local market to choose going to Calamba City instead of going outside the
province. Hotels, restaurants, and tourism attractions should have a different
touch that will make the city unique.
Tourism businesses in the city of
Calamba should focus on promoting their products and services in the 1st and
3rd Districts. Though district Number 2, Sta. Rosa, and Binan should not be
disregarded as potential markets, massive promotional campaigns are discouraged
in the said districts.
For products and services,
currently only mid-scale type of accommodation with an affordable rate is
feasible, the establishment of four to five-star standard accommodations should
be subjected to further studies. Businessmen in cooperation with the government
however should still focus on urban tourism development where most tourism
destinations, lodging establishments and restaurants, should be located within
the city center.
The government should put their
attention to the development of public transportation since the market still
prefers commuting rather than bringing their own vehicles.
Based on the results, the city’s
human resource is lacking knowledge and skills towards tourism industry
operations, especially on front office and tour guiding. The highest level of
expertise the local manpower has is only intermediate or an introduction, the
government is hereby recommended to conduct public seminars and trainings
towards the industry’s operations; front office, hotel housekeeping, food
handling, dining and kitchen, tour guiding, marketing, events and tourism
planning.
Malra
(2011). Travel and Tourism-Tourism Product Article. Available online at:
http://recreation-tourism.blogspot.com/2011/08/tourism-product.html
Talavera
(2020) Philippine Star News-DOT to push priority tourism products Website post,
calambacity.gov.ph
Ammang
(2015). On the Traffic Situation in the Areas of Los Baños and Calamba
Available online at: https://www.scribd.com/document/274976123/On-the-Traffic-Situation-in-the-Areas-
of-Los-Banos-and-Calamba
Bonquin
(2011). ABS CBN News- Rizal's birthplace now home to his tallest monument.
Cinco
(2017). Inquired.Net News- For tourists, Rizal house still tops resorts.
Jalandoni
(2019). ABS CBN News-2 spa sa Calamba nilusob dahil sa umano'y extra service; 2
kahera timbog (2 spas in Calamba City raided due to suspected prostitution; 2
Cashiers, apprehended).
Cinco
(2019). Inquirer.Net News-Drug suspect gunned down in Laguna buy-bust.
Stainton
(2019). Why tourism planning is important. Available online at:
https://www.lifeasabutterfly.com/why-tourism-development-planning-is-important/
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Table 1 -
Table 2
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Table 3
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Table 4
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Table 5
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Table 6
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Table 7
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Table 8
