SOUTHBAY MONTESSORI SCHOOL

and COLLEGES, Inc.

Sta. Cruz, Laguna

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

This chapter contains the Introduction, Background of the Study,

Theoretical Framework, Conceptual Framework, Statement of the Problem,

Hypothesis, Scope and Limitation, Significance of the Study and Definition of

Terms.

Introduction

The tourism industry now becomes one of the important sectors in

economic growth, in many provinces here in the Philippines. The tourism industry

is broad and varied, with many tourism businesses promising wandering travelers

a little slice of paradise on their trip. Tourism has involved on environment and

communities that serves to guide the tourist. It is one of the world’s largest

industries, inbound tourism boosts, the economic growth of a regions and country.

It has been considered as primary instrument of economic growth of a province.

The local tourism industry provides many opportunities for small

businesses, such as travel guides, hotels and hostels, restaurants and tour

operators. The significance of tourism on local businesses depends on many

factors including how well the business can market itself to its target audience.

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Sta. Cruz, Laguna

Santa Cruz is considered as the service and commercial center on the

eastern part of the province of Laguna. Unlike Metropolitan Manila, Santa Cruz is

relatively far from the immediate urbanizing influences and development but this

town continues to progress thus making it as first class municipality in the

province of Laguna with a total land area of 3,860 hectares. The town is composed

of twenty-six (26) urban barangays. All barangays are being classified as urban.

The present administration is headed by Honorable Mayor Ariel Magcalas. Santa

Cruz is also the seat of the provincial government since 1885, giving the

municipality an additional administrative function over the entire province. The

progressive town also functions as the service center for transportation,

commerce, health, education, and other social services for the predominantly rural

northeastern municipalities of the province.

According to the latest census, it has a population of 101,914 people in

19,627 households and with a growth rate of 1.37%. Projected population for

2009 is 104,615. Santa Cruz is situated on the banks of the Santa Cruz River in

which course its way along the eastern part of the famous Laguna de Bay. The

town is bounded by the bay on the north, by Lumban and Pagsanjan towns in the

east, Pagsanjan and Magdalena a towns in the south, and Pila and Liliw towns in

the west. It is approximately 87 kilometers from Manila via Calamba and 105 km

via Pililla, in the province of Rizal. It is accessible by land from the nearby 28

municipalities and by water through Laguna de Bay from Manila and some Rizal

towns.

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Sta. Cruz, Laguna

Santa Cruz itself has a variety of local industries and products that have

the potential to be developed, such as fast growing agribusiness industries like

livestock raising, horticulture and aquaculture. It also have creative industry

products such as processed foods, weaving, and handicrafts. Santa Cruz also has

many tourist destinations, from lakeshore tourism, nature tourism, and religious

tourism, educational, shopping, cultural and historical tourism. Those potentials

will be mutually supportive and directly related to developing creative industries

in Santa Cruz.

Background of the Study

The purpose of this study is to encourage the people of the Philippines as

well as the tourist that our beloved town of Santa Cruz, Laguna is also known as

the “Capital of the Province” can be also one of the best tourist spot in the

country. Proudly presenting our delicacies, spots or places and festivals.

The researchers came up to this idea due to curiosity that Santa Cruz,

Laguna is a 1st class urban municipality in the province of Laguna, Philippines. It

is also the capital town of the province of Laguna.

The development of Santa Cruz as the administrative, commercial, and

service center of Laguna makes it accessible for all private/public vehicles going

to nearby places particularly Pagsanjan, Lake Caliraya, Liliw, Paete and

Nagcarlan.

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Sta. Cruz, Laguna

The topography of Santa Cruz, Laguna is “characterized by fertile flat

lands situated along the coastal plains of Laguna de Bay.” As such, the livelihood

of the town was traditionally dependent on the primary industries of fishing and

agriculture, and remains until today. The town is known for its abundant coconut

and rice harvests.

Santa Cruz serves as the business and commercial hub particularly for the

predominantly rural north eastern towns of the province such as Cavinti, Lusiana,

Majayjay, Nagcarlan, Pakil, Pangil, Famy and Mabitac. Aside from being the

present-day trading post for the less development municipalities, Santa Cruz

fulfills its roles as service center, health, education, transportation, commerce, and

social services center of the entire province. Various commercial establishment in

Santa Cruz continue to contribute to its economic development. The Kesong Puti

(native white cheese) is Santa Cruz’s pride.

Theoretical Framework

Community economy theory is a framework for understanding diverse

economic activities. This framework provides a broader perspective on our

interdependent economic activities than the capitalist alternative. Some economic

activities are excluded from capitalist data (i.e. labor force statistics, national

income and product accounts) but are included in the community economies

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definition. Examples of these activities include: household production, voluntary

labor, bartering, skill sharing, and other types of social exchanges. Other terms

often used to describe similar activities, “non-capitalist,” “socialist,” “non-

traditional,” “new,” or “alternative” economies, don’t acknowledge the

community roots of non-capitalist, non-monetary economic models. There is

plenty of literature on community economy ideas defined by these other terms.

Ultimately, the community economy model does not separate our economy from

society and nature – it considers both monetary and non-monetary actions as

economic and valuable.

How development theory has been applied to tourism has been discussed

at length elsewhere (Harrison 2014; Mowforth and Munt 2009; Telfer 2015) and

this is no place for a detailed review of the literature. However, while "modern

man" has figured as a key feature of tourism studies from the very outset, little

academic writing on tourism has explicitly used a modernisation perspective.

Special mention should also be made of Aramberri, who bravely defends mass

tourism as a welcome example of modernity (2010). By contrast, though,

modernisation and neoliberal perspectives are implicit in the many debates over

tourism's impacts in both developing countries (Telfer 2015) and developed

countries. The various roles of indigenous arts and crafts, authenticity, tradition

and social structures, entrepreneurship, commoditization and social change

generally, can all be subsumed under the modernization umbrella (Harrison 2016)

Even more importantly, perhaps, a modernization orientation is also the default

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mode of thinking for policy-makers throughout the world, even if most are

unaware of the quasi-theoretical base on which rests their advocacy of tourism as

a means of obtaining foreign investment, economic growth, foreign exchange and

tourism employment.

There are many theories when it comes to Tourism Development that can

help us in developing the tourism industry.

First; Christaller’s theory, in this theory he explained how tourist develops

over time. He mentioned that once a destination developed and changed, different

types tourists will arrive on that place and as time goes by, the experience of the

tourists will change. There will be impacts and involvement on the destinations

and after all these things, there will be new cycles involving new destinations.

Plog’s Theories- He explained that destinations is somehow related to

personalities of travellers and according to him a traveller can be a psychocentric

(they just want to relax, needs comfort and they are dependable) a traveller can

also be a allocentric (they are always ready for unusual trip, they seek different

kinds of adventures) and the last one is midcentric (a traveller that is in between of

psychocentric & allocentric)

Butler’s Theory, He developed the useful model concerned with the

evolution of a tourist era which is the Destination Life Cycle and it goes with

exploration-involvement-development-consolidation-stagnation (rejuvenation or

decline)

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Sta. Cruz, Laguna

Conceptual Framework

From the foregoing theoretical constructs, the researchers deemed it

necessary to delineate the Santa. Cruz, Laguna in terms of the tourism.

Figure 1, Santa. Cruz, Laguna’s assets is the Independent Variable (IV),

Sensory Evaluation is the process and the acceptability of Santa. Cruz, Laguna as

one of the best tourist spot in the country.

IV DV

Tourism in Santa Cruz, Effect of Tourism in

Laguna. Sta.Cruz, Laguna

- Tourist Spots - Economic

- Delicacies growth
- Festivals - popularity

Fig. 1 – Research Paradigm

Statement of the Problem

The purpose of this study is to encourage the people of the Philippines as

well as the tourists that the town of Santa .Cruz, Laguna can be also one of the

best tourist spots in the country.

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Sta. Cruz, Laguna

Specially, this study answers the following questions:

1. What is the mean level of Tourism in Santa Cruz, Laguna in terms of :

1.1 Tourist Spot;

1.2 Delicacies; and

1.3 Festival?

2. What is the mean level of Tourism in Santa Cruz, Laguna in terms of :

2.1 economic growth and

2.2 popularity

3. Does the level of tourism in Santa Cruz, Laguna have significant effect in

terms of economic growth and popularity?

Hypothesis

The tourism in Santa Cruz, Laguna in terms of tourist spots, delicacies and

festival has no significant effect in economic growth and popularity.

Significance of the Study

This study will be a significant endeavor in promoting the tourism of Sta. Cruz,

Laguna in the society and may also develop a market for those entrepreneurs in

town that will be helpful too to gain their profit.

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Adults. This study will give them chance to speak their mind about their

knowledge of the hometown.

Small Scale industry. This study will be useful in inspiring other people

especially the entrepreneurs to promote their own product and spots.

Future Researchers. This study can help them to provide further studies about

tourism in Santa. Cruz, Laguna.

Scope and Limitation

This study will focus on making Santa Cruz, Laguna one of the best tourist

spot in the country. This study will promote the prides of Santa Cruz, Laguna. 15

government employees and 15 random respondents from Santa Cruz, Laguna will

judge the overall effectiveness in achieving satisfaction regarding it is tourism

according to the researcher’s study. The said survey based on sensory evaluation

will take few days or week to complete.

Definition of Terms

Altars.

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Sta. Cruz, Laguna

An altars are the structures upon which offerings such as sacrifices are made for

religious purposes. Altars are found at shrines, temples, churches and other places

of worship

Convent.

A convent is either a community of priests, religious brothers, religious sisters, or

nuns; or the building used by the community, particularly in the Catholic Church

and the Anglican Communion

Delicacies.

A delicacy is usually a rare or expensive food item that is considered extremely

desirable, sophisticated or peculiarly distinctive, within a given culture.

Irrespective of local preferences, such a label is typically pervasive throughout a

region.

Economic.

Economic systems is the branch of economics that studies the methods and

institutions by which societies determine the ownership, direction, and allocation

of economic resources

Entrepreneurs.

The people who create these businesses are called entrepreneurs.

Liberation.

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Sta. Cruz, Laguna

The act of setting someone free from imprisonment, slavery, or oppression;

release

Nave.

The nave is the central part of a church, stretching from the main entrance or rear

wall, to the transepts, or in a church without transepts, to the chancel.

Diverse.

Showing a great deal of variety; very different.

Leisure.

Has often been defined as a quality of experience or as free time. Free time is time

spent away from business, work, job hunting, domestic chores, and education, as

well as necessary activities such as eating and sleeping.

Alleviation.

The action or process of making suffering, deficiency, or a problem less severe.

Sublime.

Excellence, grandeur, or beauty as to inspire great admiration or awe.

CHAPTER 2

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Sta. Cruz, Laguna

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents previous studies and information related to the study.

Tourism industry is developing rapidly, and gradually becomes one of the

pilot industries of the country making it as powerful engines for a strong and

sustained economic growth. Other than its significant contribution to the country’s

economy, tourism also has an impact on social development, which is broad and

deep because it is both labor and capital intensive. It promotes skills and

vocational development that can be exported, and it promotes a ‘culture of

tourism’ through a safer and cleaner environment that benefits not only tourists

but the entire community as well. It also promotes and creates strong peripheral

benefits to other sectors and society as a whole through: 1) economic growth, 2)

tourist spots, 3) festivals, 4) delicacies, 5) popularity. Lastly, tourism helps

maintains cultural integrity, essential ecological processes, biological diversity

and life support systems (DOT, 2012).

1.1 Review of studies on economic growth

Based on the 2013 Field Project A community economy may include

capitalist exchanges (wage, labor, and market-based), but capitalist – also defined

as neoliberal or traditional – economic activities are just a few of the many diverse

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economic activities that the community economy recognizes. Functioning as an

arm of the capitalist economy, businesses or government may drive economic

development that is not based in the community economy. These private and

public sector models don’t necessarily value social production or surplus and

often neglect economic interdependencies. While both public and private

economic activities are important components of a diverse economy, they don’t

effectively engage a community’s potential. Capitalism focuses on maximizing

monetary profit, while community-based economic models work to balance

priorities for equitable, sustainable, and participatory economies with monetary

profit. The literature comparing capitalist and community economies was

consistent in the differences between the two models – one focuses on predictable,

market-based activities and the other focuses on complex, interdependent, non-

market interactions. The neoliberal capitalist model, which is based in neoclassical

economics rather than community economics, provides analytical tools for

developing economic predictions, generalizations, and patterns. Economic

activities rooted in self-interest, competition, and market “freedom” (deregulation)

are defining features of the capitalist framework, but the community economy

framework presents a different, more inclusive frame. Assumptions inherent in

traditional economic analyses define “laws,” (i.e. laws of supply and demand) but

human behavior is more culturally specific and interdependent than economics

can account for. The capitalist assumption that economic development is a force

separate from the community and the environment limits environmental

stewardship and social well-being.

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Based on UK essay (2016) Tourism industry has emerged as one of the

fastest growing industry and largest employers in the modern world. This sheer

vastness of the industry is understood from the fact that the numbers of tourists

worldwide are anticipated to be doubled to one billion plus by the end of 2010.

This will discuss in brief the different theories of tourism which define tourist

behavior, their roles, activities and motivations which in turn influence the

industry. Tourists and their thought process, their behavior and motivations are

centrifugal to the concept of tourism. Many scholars have tried to define the

typology of the tourists, their classifications in order to understand the concept of

tourism. Travel and tourism was traditionally considered as a luxury item. But

with the turn of the century, definition of travel and tourism has evolved. Tourism

no longer stands for simple traveling or temporary journeys and stays mainly for

pleasure, leisure and or recreational purposes or a luxury element. Twentieth

century ushered in the paradigm shift in the concept of tourism. In fact it will not

be unjustified to say that there has been transition from the 19th and early 20th

century concept of tourism as an exercise in leisure and pleasure domain to the

concept of tourism as an exercise in business, economics. It is more of a consumer

product; tourism industry is a vibrant market where tourism products can be sold

now as any other consumer product, consumer here is the tourist.

According to statistics brought out by the statistics of the World Tourism

Organization (WTO) tourism contributed 12 per cent of the world’s Gross

National Product. Tourism industry is one of the fastest growing industries

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employing hundreds of millions of people worldwide, which explains the reason

why the study of the tourism and tourism research has become so important in not

only the academic field but also for the economy on the whole. Modern day

tourism is much more than simple traveling; it is pure economics, which is

determined by theories of demand, and supply, which brings in the question of

sustainability. Tourism is no more synonymous to traveling. Today tourism is just

like a normal consumer product, which is driven by market dynamics, demand

supply, sold through retail outlets. It no longer remains a luxury of the upper class

but has become a mass product for the growing consumer market, in this case the

growing tourist community. In fact there has been a combination of factors which

have resulted in the proliferation of tourism industry. The prime being increased

leisure, higher incomes of burgeoning middle class. One of the main drivers to

growth in the coming era would be the growing middle class.

Based on the results of a recent UNWTO and WTTC study, that visa

facilitation efforts will impact an additional 2.6 million jobs in the APEC region

plus an estimated foreign exchange of US$ 89 billion generated from an additional

57 million foreign tourists visiting APEC countries. The addition of direct flights

and infrastructure in the regions will impact on increasing connectivity that will

have a positive impact on the movement of the visit of foreign tourists and

domestic tourists. To develop tourism activities, tourist destinations should have at

least the following components: a. Object/attraction and tourist attraction, b.

Transportation and infrastructure, c. Strategic accommodation, d. Food and

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beverage business, e. Other supporting services (things that support the

smoothness of the tour, such as travel agents that organize travel tourists, sales of

souvenirs, information, guidance services, post office, banks, money changers,

internet, beauty salon. The economy and tourism sector are two things that are

mutually influential and can be synergized if they are well managed. The concept

of tourism activities can be defined by three factors, namely, there must be

something to see, something to do, and something to buy: a. Something to see,

related to attractions in tourist destinations, b. Something to do, related to tourist

activity in tourist areas, c. Something to buy, associated with typical souvenirs

purchased in tourist areas as personal memorabilia.

According to Sam Ashe-Edmunds (2019), tourism marketing is the

business discipline of attracting visitors to a specific location. Hotels, cities, states,

consumer attractions, convention centers and other sites and locations associated

with consumer and business travel all apply basic marketing strategies to specific

techniques designed to increase visits. Tourism marketing includes determining

the unique selling benefit or benefits one area has over its competition. A

destination might offer people looking to combine business and pleasure ease of

travel to and from the area, ample convention halls and hotels, interesting

nightlife, and activities for adult partners and children.

In tourism marketing, the four Ps are often applied in the following ways: product,

price, place and promotion. Tourism marketing includes determining the unique

selling benefit or benefits one area has over its competition. When trying to attract

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tourists, locales often use discounts, loss leaders and bundling to draw visitors.

For example, a local chamber of commerce might solicit money from local

businesses to hold a free concert, sporting event or festival that generates hotel

stays, restaurant visits and other consumer spending. A hotel might offer discount

coupons to a local restaurant. The restaurant gets free referral marketing, while the

hotel offers a value-added service to its guests. The “place” in the four Ps refers to

where a business distributes its product or service, such as in a store, online, using

catalogs or through wholesalers. In tourism sales, location and destination

marketers sell through tour operators, travel agents, inside sales teams and by

setting up websites and phone operators to handle incoming inquiries. Tourism

marketing uses a wide variety of communications strategies and techniques to

promote areas and destinations. A convention center might purchase

advertisements in trade magazines for meeting planners and send direct mail

materials to corporations that hold events. They might place ads in tennis or golf

magazines to attract those consumers.

1.2 Review of studies on tourist spot

According to UNWTO (2005) Sustainable tourism development guidelines

and management practices are applicable to all forms of tourism in all types of

destinations, including mass tourism and the various niche tourism segments.

Sustainability principles refer to the environmental, economic, and socio-cultural

aspects of tourism development, and a suitable balance must be established

between these three dimensions to guarantee its long-term sustainability. Thus,

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sustainable tourism should, Make optimal use of environmental resources that

constitute a key element in tourism development, maintaining essential ecological

processes and helping to conserve natural heritage and biodiversity. Respect the

socio-cultural authenticity of host communities, conserve their built and living

cultural heritage and traditional values, and contribute to inter-cultural

understanding and tolerance. Ensure viable, long-term economic operations,

providing socio-economic benefits to all stakeholders that are fairly distributed,

including stable employment and income-earning opportunities and social services

to host communities, and contributing to poverty alleviation. Sustainable tourism

development requires the informed participation of all relevant stakeholders, as

well as strong political leadership to ensure wide participation and consensus

building. Achieving sustainable tourism is a continuous process and it requires

constant monitoring of impacts, introducing the necessary preventive and/or

corrective measures whenever necessary. Sustainable tourism should also

maintain a high level of tourist satisfaction and ensure a meaningful experience to

the tourists, raising their awareness about sustainability issues and promoting

sustainable tourism practices amongst them.

Based on The World of Travel and Tourism There are different types of

attractions. There are called Natural attractions, Heritage attractions, Purpose-

built attractions and Events. The tourist boards have estimated that there are

around 6,400 tourist attractions in the UK. In the travel and tourism sector,

attractions are a vital part as they are what bring in all the tourist from around the

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world. A natural Attraction is an attraction that has been created by nature. Many

of these areas have been given a status to protect their environment and provide

facilities so that the public are able to enjoy the sights. There are attractions such

as caves, waterfalls, seashores and any other scenic view interest that haven't been

created by mankind. The Lake District is one of the popular natural attractions in

the UK. A Heritage Attraction is attractions that are old and have been in place for

many years and are now historical. In the UK, a lot of the attractions are heritage

attractions. These are attractions such as canals, railways, battlefields. These

attractions are in place so that people can gain an appreciation of the past. The

Stone Henge is a popular heritage attraction owned by English Heritage and is

Located in Wiltshire. A Purpose Built Attraction are the attractions that have been

built purposely to attract tourist into that area. When people hear the term 'tourist

attraction' it makes people think automatically about the purpose-built attractions

that are fun and enjoyable and designed for many different reasons. In the UK

there are many purpose-built tourist attractions like Blackpool Pleasure Beach,

Tower of London, Buckingham Palace and Alton Towers. Events are also

attractions that bring in lots of tourists to the area. These are attractions such as

small events like the Black pool illuminations or huge events like the Olympics

and the Paralympics. Events play an important part in the tourist attractions

because in different parts of the country, some places can't offer a large amount of

natural or purpose-built attractions therefore the events may be the only reason

people visit that certain area. Also Events bring in a lot of income which creates

jobs and wealth in the area.

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Based on Tourism Theories (2012) The most important characteristic of a

tourist attraction is that it is “consumed” at the destination, rather than at the

tourist‘s home. This means that in order to consume the product, the client must

first travel to it, thus laying the foundation for what we call tourism: somebody

moving to a site where there is a tourist attraction of some kind, such as a beach

destination, indigenous pyramids, a concert, nature reserve or a special sports

event. The tourist travels to the product to experience (consume) it. The sublime

moment in tourism is the instant when a tourist starts to live what the tourist is

looking for. The tourist wants to have an experience and that is only possible

when he is using his own senses and absorbing later to be processed into an inner

experience. In fact, the tourist pays for the possibility of consuming and the

processing of starts at the beginning of his journey, when he closes his front door

behind him can be taken in during the trip to the destination, upon arrival and

finally, when he reaches the main attraction (the Main Impact Source or

Impsource), which was the reason for his going there in the first place. Nearby

there may be smaller tourist attractions developed for tourists, the so-called Side

Impsources. Apart from these, there is the normal entourage involving local daily

life – the Shared Impsources - that may also be interesting for the tourist. Another

possible ImpCal intake can be produced by chance meetings or sudden

occurrences, the Incidental Impsources (accidents also form part of incidental

Impsources). In order to create opportunities for tourists to visit places and have

ImpCal intake of some sort, many travel organizations deal with advertising and

selling ‘possible experiences’ (also called tourist products). This may involve

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travel stores, tour operators or travel guides. In short, tourism consists of a large

number of people, organizations, hotels or other types of buildings, means of

transport and many other entities that form a complicated pattern of networks and

relations. The tourist forms part of these networks, too.

Based on the study of tourist satisfaction originated in product quality and

service quality research in manufacturing (Lian, 2004), since the late 1970s,

foreign scholars have started the research about tourists satisfaction connotation,

influence factors, measurement and so on. For instance, tourists satisfaction

showed the “positive” feeling or perception on the basis of the “positive” effects

through comparing the expectation of tourists with actual perception to tourist

destination (Bread, 1980), and it was not only in the experience of the tourist

destination, but the reflection of perceiving whether to be satisfied with how

people being treated in tourism destinations (Um, 2006), also, there was other

studies on using the SERVQUAL model to do the measurement of tourist

satisfaction and service quality analysis (AKama, 2003), the effect analysis of

satisfaction (Alegre, 2009) and intention of revisiting and the impact that

satisfaction and dissatisfaction to revisit intentions (Alegrea, 2010), using the

structural equation modeling to analyze the impact of the relations between

destination image and the perceived value to the tourist satisfaction and tourist

loyalty (Ramseook-Munhurrun, 2015), analyzing and comparing the tourist

satisfaction among the tourism industry based on the tourist satisfaction index

model and expectation-assuming framework(Agyeiwaah, 2016). In China, the

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tourist satisfaction research started relatively late, and the researchers have mainly

focused on the extension of tourist satisfaction connotation, the measurement, the

influence factors, tourist service quality and shopping satisfaction in recent years.

For example, it indicated that tourism scenic tourist satisfaction was a kind of

comprehensive psychological evaluation to meet the demand degree of the

tourism activities in the aspects of tourism landscape, infrastructure, entertainment

and hospitality services and so on(Dong, 2005), discussing the influence factors

and evaluation system based on the gray system theory(Nan, 2008), establishing

tourist satisfaction index evaluation model from the six impact modules of

environmental perception, travel expectations, sightseeing expectations, tourist

satisfaction, loyalty for tourists and visitors complaints (Wang, 2006), using

structural equation to construct tourist satisfaction measurement model from the

emotion and cognition (Luo, 2011), building the appraisal model of tourist

satisfaction from the six aspects of eating, accommodation, transportation,

traveling, shopping and entertainment with PC-FUZZY-IPA method (Liao, 2012),

drawing on the core ideas and the structure of the US Customer Satisfaction Index

model and the European Customer Satisfaction Index model and using the SPSS

to analyze the influence factors of tourist satisfaction (Chen, 2014), and taking

ordered-probit model to examine and analyze the hypothesis relationship between

visitor’s individual variables, scenic spot variables and tourist satisfaction (Lin,

2016).

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According to a study in Poland, tourist attractions have been

predominantly the area of geographical sciences. They have addressed the issue of

tourist valorization of Poland and the assessment of sightseeing resources as

components of the region’s attractiveness for tourists (Rogalewski, 1974;

Kruczek, 1977; Lijewski et al., 1992; Milewski, 2005) or investors (Gołembski,

2002). International studies concerning attractiveness assessment include those

employing tourist preferences rather than the analysis and distribution of

availability alone (Piperoglou, 1966, Ferrario, 1976). Another way to collectivize

assessment methods was proposed by J. Deng et al. (2002), who employed the

Analytic Hierarchy Process developed by Saaty (1987). Shoval and Raveh (2003)

based categorizing variables on visitor features: the number of visits, the duration

of stay in a city, and one attraction feature: the proportion of tourism traffic. The

categorization of tourist’s attractions was done based on the co-plot method of

multivariate analysis.

According to Prentice (1995) and Nowacki, 2000), another tool for

assessing the tourist attraction is the ASEB/SWOT grid analysis which builds on a

combination of the conventional SWOT analysis model and a recreation

opportunity spectrum (ROS) analysis (Manning, 1986). Feedback from attraction

visitors is then put into the resulting 16-cell matrix and qualitatively analysed.

According to MacCannell (1976) tourism attractions are social constructs

emerging in the process of ‘sight sacralization’. A tourist attraction is comprised

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of three elements: the sight (or location), the marker and the tourists. Markers may

include guides, signs and panels.

1.3 Review of studies on popularity

According to Minazzi (2015), social media has played and continues to

play an important part in the emergence and development of tourism. with a lot of

social media content being travel-related and some platforms and applications

being exclusively focused on tourism, e.g. TripAdvisor (Gretzel, 2018a). Due to

their relevance for tourism, social media have been adopted extensively by

travellers and such media influence tourists’ expectations about destinations and

their decision-making (Narangajavana et al., 2017; Zeng and Gerritsen, 2014; Yoo

and Gretzel, 2008). As such, it is not surprising that social media have been linked

to the phenomenon of over tourism in recent media reports. The following

sections explore the specific roles social media play across various aspects of

travel and tourism. It is against this theoretical backdrop that their contribution to

over tourism and their potential for mitigation is then discussed.

According to A. Lew (1987), the literature provides a number of

perspectives on visitor attraction typology. In an attempt to sort out the various

ways of classification, he identified three broad perspectives for classifying visitor

attractions: the ideographic/descriptive perspective, organizational/developmental

perspective and the cognitive/perceptive perspective. The ideographic/descriptive

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perspective is focused on unique features typical for the site, while ignoring

universal or abstract features. It provides a typology comprising of nine attraction

categories: panoramas, landmarks, ecological (climate, national parks, nature

reserves), observational (rural/agriculture, gardens), leisure nature (trails, parks,

resorts), participatory (mountain, water and other activities), settlement

infrastructure (utility types, settlement morphology and functions, institutions,

people), tourist infrastructure (forms of access, information, accommodations,

meals) and leisure superstructure (recreation entertainment, culture, history and

art). An example of applying the ideographic perspective is the classification

proposed by Swarbrooke (1995), who distinguished for groups of attractions

based on their origin: natural, man-made but not originally designed primary to

attract visitors, man-made and purpose-built to attract tourists and special events.

The organizational/developmental perspective emphasizes the geographical and

temporal aspects of attractions, as well as their capacity, while the cognitive

perspective takes into account the visitors’ perceptions and experiences derived

from visiting attractions.

Based on the study of C. Gunn (1988), the popularity of an attraction

contains a number of attempts to conceptualize. Interestingly enough, this study

developed within many disparate disciplines, from sociology and psychology,

through economy to geography. Gunn depicted her attraction model as three

concentrically circles, with the inner circle standing for nucleus, the most

important component of an attraction and the main source of attracting tourists.

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The nucleus, or sight, is what tourists head for or what they store in memory after

returning home. It may include resources of natural or cultural heritage found at

the attraction site. The second essential component is the inviolate belt or the

buffer zone, which secures the nucleus and acts as moderator of the tourism

traffic. The third and final component of the attraction structure is the zone of

closure, the area surrounding the attraction. It contains tourist services, such as

food, retail purchases, lodging, transporting services, entertainment and

information.

According to the Encyclopedia of Tourism (2000, p. 215), “experience is

an inner state of individual brought about by something which is personally

encountered, undergone or lived through”. Tourist experiences are unique in that

they occur as in the course of a journey, and especially during sightseeing tours.

Tourists tend to seek for experiences that are both pleasant and stimulating. Such

experiences occur during what M. Csikszentmihalyi calls optimal experience or

flow (Csikszentmihalyi, 1996). The flow state is an optimal state of intrinsic

motivation, characterized by: focused attention on present activity, full

engagement of one’s consciousness and using one’s skills to the utmost, sense of

time distortion and a loss of self-consciousness, but above all a prevalence of

autotelic experiences. A number of authors point out the usefulness of this concept

in studies on attraction visitors (Thomson et al., 1993; Prentice et al., 1998; Beck

& Cable, 1998; Ryan, 1997).

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According to Bansal & Voyer (2000), tourists value word of mouth and

perceive it to be a reliable, accurate source of information provided by people who

have no personal interest in promoting a given product. Studies suggest that word-

of-mouth recommendation is much more effective and exerts a stronger influence

on establishing positive attitudes towards the brand than formal advertisements

(Herr et al., 1991; Haahti & Yavas, 2005). A number of authors point out that

satisfied tourists, having had positive experiences, are inclined to recommend a

tourism service to other persons, while the lack of satisfaction results in negative

opinions about the service (Aho, 2001; Bigne et al., 2001; Haahti & Yavas, 2005;

Um et al., 2006). At various stages of trip planning, as well as during the trip,

tourists seek various sources of information. But the most popular source, both

before and during the trip, is word-of-mouth recommendation by family and other

persons (Beiger & Laesser, 2004). Also S. Baloglou and K. McCleary (1999) and

J. Chen (2003) proved empirically that word of mouth is the most influential

source of information in the process of tourism image formation.

1.4 Review of studies on festivals

The concept of “event tourism”, which includes “festival tourism”, came

up for the first time during the 1980s. Researchers understood the necessity of

studying this sector and tried to define and describe specific characteristics of this

form of tourism which is related to special events and festivals. Relative literature

states that the most important tour-ism impact of a festival is the increase in media

interest about the area before, during and after the festival. Media coverage of the

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festival leads to positive promotion of the area at regional, national and even at

global levels. This potential has been taken into account by tourism marketing

authorities in many tourist areas worldwide. As a result, festivals are used as tools

to construct (or recon-struct) destinations’ image and to establish destination

branding (or re-branding) to national and global tourism map.

According to Goelder and Ritchie (2003), festivals and events are among

the fastest-growing segments of tourism in the world. These include fairs,

festivals, markets, parades, celebrations, and anniversaries. Festivals and events

appeal to a very broad audience; they also spread tourism geographically and

seasonally and have, therefore, a large potential inclusive impact. Feasts and

special events give communities a sense of pride and ownership, enhancing social

capital and therefore inclusiveness, even as they also enhance the economic well-

being of locals from the revenues that such tourism generates. Similarly,

monuments and churches, temples, mosques and other physical marks of culture

have always been a major attraction for tourists. While the older generation of

tourists were attracted to European cradles of civilization, the younger generations

are seeking out cultural destinations in the Orient and in South America. Thus,

there is a large potential for Asian and Latin APEC countries to tap into this

emerging segment of the global tourism market.

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Based on a study in UK, estimated 670 events and 200 top festivals

contribute about £450 million to the economy just from the tickets, transport costs,

fare and accommodation costs. Inbound tourists spend more money than domestic

tourists either for festivals or music concerts. In detail, each inbound tourist who

attended festivals spent £910 per trip and £602 those who attended music concerts

and live performances. Respectively, domestic tourists spent £396 for festivals

(per trip) and £87 for music concerts and live performances. As it has been stated,

the differ-ence in the amount of money came up not only from transport costs, but

also from the willingness to attend festivals during a vacation. As a result, tourists

extend the geographical area in which they spend their money. Totally, during

2012, domestic tourists who attended festivals spent £1.02 billion and inbound

tourists ap-proximately £248 million.

According to data from the area of Adelaide (Australia)19, in 2012 festival

attendees reached 2.82 million and 590,000 tickets were sold, of which 63,950

were tourists and contributed more than 300,000 overnight stays to the area.

Festival attendees’ expenses have been estimated at over 58 million AUD (apart

from festival tickets) and new income for the region was about 62.9 million AUD.

Moreover, implementation of the top ten festivals of the area accounted for 790

full-time jobs. Nowadays, many countries understand the significance of festivals

as tools for attracting inbound tourism and sponsor them through local National

Tourism Organiza-tions.20 In a research study to European citizens,21 44%

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declared that they prefer to attend festivals during their vacations. Furthermore,

the majority of the audience is 16-30 years old. In detail, percentages for each age

group are: 28% for ages 16-20, 27% for ages 21-24 and 23% for ages 25-30. The

age groups 31-40 and 41-65 represent 14% and 7%, respectively.

According to a survey regarding the contribution of Greek film festivals,30

it has been stated that the most positive economic impact is income inflation to the

sector of fare, accommodation (restaurants, bars, hotels, etc.) and local commerce.

Less contribution was estimated at the sector of investments. It has been noted that

the contribution of festivals to the development of local cul-ture and education is

very important. In the said survey, the majority of Greek festivals face problems

and unique characteristics which hamper their full utilization by local

communities in order to benefit local culture and especially tourism. Nevertheless,

there are some cases of the Greek market that highlight the essential contribution

which a festival may have to a local economy and society. Typical examples are

sev-eral regional festivals such as: the International Dance Festival of

Kalamata,31 the International Puppet-Mime Festival of Kilkis,32 the River Party

Festival of Nestorio.33 These festivals contribute to the destination branding of

the local area, attract visitors from all around Greece and also support the local

economy and tourism.

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According to incomplete statistics, by 2012 the number of all kinds of

festival tourism in China each year up to more than 5000,the festival industry

disorderly and miscellaneous, There are very little truly successful and inherited

brand festival .Until 2013, the Central issues "Eight provisions” to restrict

exhibition activities, There was a decrease in the number of festival activities. As

the Shanghai economic, financial, trade and shipping center construction, the

development of Shanghai festival activities is in a strong rise, in September 2013

the establishment of the Shanghai free trade zone in Shanghai for festival

activities bring new opportunities and challenges. For the development

characteristics about the comprehensive study of Shanghai festival tourism,

grasping the overall development situation of Shanghai festival activities, and help

to promote the sustainable development of the national festival activities. At

present the study of Shanghai festival activities are mainly concentrated in festival

activities now, problems and solving methods. In this paper, based on the

previous, further analysis and rational grasp the characteristics of Shanghai

festival activities development situation, from strengthening the activity to festival

activities of organizational innovation and management, further promote the

festival activities in Shanghai, nice and fast healthy and sustainable development,

in order to provide some reference for the development of Chinese festival

tourism in other area.

Festivals can not only contribute to the promotion of tour-ism of each

destination but also can promote features of the local tourism product and culture

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to which authori-ties prefer to give prominence. Festivals can be the link between

special activities, tourism and culture. Typical examples of such cases are music

festivals, agricultural festivals, etc., which offer an attractive environment for

local citizens and potential tourists

1.5 Review of studies on delicacies

Visiting a local market, restaurant or winery of a certain destination is a

part of a wider range of lifestyle activities of culinary tourism. It is not limited to

gourmet food, this is perhaps best illustrated by the notion that culinary tourism is

about what is unique and memorable (Hall et al, 2003). Food is one of the

essential elements of the tourist experience. Food tourism may be defined as

visitation to primary and secondary food producers, food festivals, restaurants and

specific locations for which food tasting and/or experiencing the attributes of

specialist food production region are the primary motivating factors for travel

(Hall and Mitchell, 2001).

According to Okumus (2007), local cuisine can be used as an effectivetool

to build and enhance the destination image and brand, while several scholars

suggest that local cuisine is an influencing factor of tourists’ pre-, during-, and

post-trip behaviors (Cohen and Avieli, 2004; Quan and Wang, 2004; Ab Karim et

al., 2009).However, Henderson (2009) argues that in multicultural and multiethnic

societies whereas different domestic (ethnic) and international cuisines can co-

exist, it ispossible to create only an “induced” image of national cuisine, since its

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real existenceis surrounded by ambiguity. Since the mid-20th century, the concept

of image has been the subject of extensive research across diverse disciplines such

as social and environment psychology, marketing or consumer behavior. In

tourism and hospitality literature, there is a growing body of research on

destination image measurement, its components, and itsrole in travel decision

making, post-trip evaluation and future intentions (Gallarza et al., 2002; Zhang et

al., 2014).

According to Ab Karim and Chi (2011), despite the recognition that food

(cuisine) is important determinant in the overall perception of destination by

tourists, the literature discussing the attributes of local cuisine from a tourist

perspective is rather limited. It has been suggested that the image of local food

(cuisine) should be treated asan idiosyncratic concept since it reflects the

uniqueness of a specific destination (Lin, 2006, p. 4). In line with this reasoning,

several recent studies employed the multi-attribute approach in order to measure

tourists’ perceived image of food (cuisine)(e.g. Jang et al., 2009; Verbeke and

Lopez, 2005). For instance, by examining the perception of six types of Asian

foods (Chinese, Indian, Japanese, Korean, Thai and Vietnams) among American

customers, Jang et al. (2009) classified food (cuisine) attributes into four

categories:(1) appearance (e.g. fresh, looks pleasing, clean, attractive, neat); (2)

health-related characteristics (e.g. digestible, healthy, nutritiously balanced, light);

(3) uniqueness (e.g. aromatic, unique, spicy, and exotic); and (4) other (e.g.

quality and inexpensive).

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Based on the study of Verbeke and Lopez (2005), It examined the

perception of Latin-American ethnic food among Belgians based on the nine food

attributes: search (price, color, appeal),experience (taste, spiciness, convenience)

and credence (cleanness, safety, healthiness).Qing-Chi et al. (2013) recently

conceptualized food (cuisine) image as a multidimensional construct comprising

three components:(1) food distinctiveness and accessibility;(2) food diversity and

enjoyment; and(3) food quality and presentation. Based on the above arguments,

the image of local cuisine should be considered as a multidimensional

phenomenon that includes not only beliefs about the attributes of the food, but

also tourists’ feelings relating to the food experience. Thus, the following

hypothesis is proposed: Local cuisine image is jointly formed by tourists’

cognitive and affective evaluations of food characteristics and food experiences

within a specific destination.

In the field of tourism and hospitality research, empirical studies on tourist

satisfaction in a culinary context have mostly been focused on understanding the

tourist patronageof different food service establishments (e.g. ethnic restaurants,

fast food, themedrestaurants) and tourist dining satisfaction (e.g. Namkung and

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Jang, 2007). A widerange of elements such as the food itself (e.g. taste,

cleanliness, presentation, menuvariety), service (e.g. friendless, effectiveness),

atmosphere (aroma, decor, ambience),price-quality relationship and authenticity

have been related to tourist diningsatisfaction (e.g. Ab Karim et al., 2011; Correia

et al., 2008; Verbeke and Lopez, 2005).

In terms of foods recognition, the Philippines are incomparably different

from its neighboring countries, especially when it comes to delicacies. It is

customary to the Filipinos to buy famous products every time they go to a certain

place. Apparently, in every place in the Philippines there are different varieties of

sweet delicacies that served as their pride and one of them is the Province Laguna.

Based on a study conducted by LPU-Batangas HRM students (Famous

Delicacies of Selected Municipalities in the Province of Laguna: A Tourist

Attraction for Culinary Tourism; 2014), conclude that the famous delicacies on

selected municipality of Laguna are Buko pie, Kesongputi, Mer-nels cake,

Espasol, Cassava cake, Cassava chips, Uraro, Bibingka, and Ube. The impact of

these delicacies in the Province of Laguna became a tourist attraction in culinary

tourism for it has intentional and exploratory participation in food ways including

the consumption, preparation and presentation of food items. The famous

delicacies became the trademark of the entire Laguna province and distinguish its

uniqueness of products in other community through exportation. Enhancing the

food quality, packaging and appealing taste of these delicacies will improve the

culinary tourism of the province. Presentation of products can be made easy

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through provincial delicacies’ festivals and conventions which can be done

nationally and internationally. There must be aggressive strategic promotions on

the products through television, prints, radio and website. These delicacies may

continue in striving its popularity and expenditures through the cooperation of

non-government and government sector.

Manufacturers of delicacies should develop their procedures in cooking to extend

the lifespan of the food. They must also include the ingredients and nutrition facts

in the wrapper or box. The products must also be under DTI supervision. The

business owners can improve the products and its quality since it attracts tourism

to the province. They must be innovative with its taste and willing to explore on

how they can improve the products. The Government of Laguna should help the

business owners in promoting and popularizing the products. They can also

provide seminars to the locals of Laguna on how to make the popular delicacies to

provide additional income and possible employment. Delicacies create an

economic growth to Laguna and a way to boost employment to the local residents

of Laguna.

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CHAPTER 3

RESEARCH METHODOLOGY

This chapter outlines the research methodology of this study. It presents

the Research Design, Respondents of the study, Research Procedure, and the

Research Instrument.

Research Design

Descriptive method of research was the system applied to this study. It is

general that one or more variables which are manipulated to determine the effect

on a dependent variable is called the experimental method. This is a detailed

outline of how an investigation will take place. A research design will typically

include how data is to be collected, what instruments will be employed, how the

instruments will be used and the intended means for analyzing the data collected.

This method was implemented to properly arrange how to apply the following

plans. While Sensory Evaluation Method was used to determine the acceptability

of making Sta. Cruz Laguna one of the best and known tourist spot in the

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Philippines. This research can be used by other researchers that will enhance the

student’s knowledge in making Sta. Cruz, Laguna a well-known tourist spot.

Respondents of the Study

The respondents are limited to 30 people from Santa Cruz, Laguna. The

researchers will test on the selected 15 government employees and 15 random

people from Sta. Cruz, Laguna. All of these participants were selected through the

random sampling technique in order to gather the tests’ results through Sight

Evaluation from the said respondents.

Research Procedure

Data were collected by imparting self-made questionnaires to the selected

respondents for their reaction about making Sta. Cruz a well-known tourist spot.

The distribution of the questionnaires was secured by the teachers who are

responsible in the thesis created by the researchers. The questionnaires were

handed down by the researchers itself and it was explained thoroughly. This is not

for publication but only for the purpose of furthering the research.

Research Instrument

The chief instrument of this study are the self-made questionnaires to the

selected respondents for their reaction making Sta. Cruz Laguna a well-known

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tourist spot. It was given to chosen adult respondents to give a suggestion and

comments which will be the main basis of the final revision and the editing of the

questionnaires.

Validity of the questionnaire

In order for the questionnaire to be validated it will be given to the people

who are capable of living and student who weren’t actually a part of the research.

The feedbacks acquired from selected respondents will be used for the final

revision which also be submitted for any recommendation, reviews and

suggestions.

Statistical Treatments

To determine the Tourism in Santa Cruz Laguna: It is Economic Growth

and Popularity as perceived by the respondents the researchers use of weighted

mean and standard deviation. To determine the level of acceptability as perceived

by the respondents in terms of economic growth and popularity. The researchers

used the weighted mean and standard deviation.

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CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter is the presentation of the respondent’s evaluation analysis and

interpretation of data on the level of acceptability of Tourism in Santa Cruz,

Laguna: Its Economic Growth and Popularity.

Mean Level of the Respondents

Table 1. Mean Level of the Government Employees as to Tourist Spots

Tourist Spots Mean SD Interpretation

1. Immaculate Concepcion Church is one of the visited 3.47 0.64 Strongly Agree
Roman Catholic Church in terms of “Visita Iglesia” in
Laguna
2. Villa Valenzuela is a former museum and restaurant 2.87 0.83 Agree
but now it also known as “Haunted House” by some
others
3. Santa Cruz, Laguna is known as the Capitol of 3.87 0.35 Strongly Agree
Laguna
4 Capitolyo is the activity center of Anilag Festival 3.87 0.35 Strongly Agree
where all municipality are participated
5 Laguna Sports Complex is the sports activity center 3.80 0.41 Strongly Agree
OVERALL 3.57 0.52 Strongly

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Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one, “Immaculate Concepcion Church is

one of the visited Roman Catholic Church in terms of “Visita Iglesia” in Laguna.”

had a mean level of 3.47 and an SD of 0.64. Question number two, “Villa

Valenzuela is a former museum and restaurant but now it also known as “Haunted

House” by some others” had a mean level of 2.87 and an SD of 0.83. Question

number three, “Santa Cruz, Laguna is known as the Capitol of Laguna” had a

mean level of 3.87 and an SD of 0.35. Question number four “Capitolyo is the

activity center of Anilag Festival where all municipality are participated” had a

mean level of 3.87 and an SD of 0.35. Question number five “Laguna Sports

Complex is the sports activity center” had a mean level of 3.80 and an SD of 0.41.

The level of acceptability of Tourism in Santa Cruz in terms of tourist spot

has a weighted mean of 3.57 for Government Employee with the standard

deviation of 0.52 respectively is verbally interpret as “Strongly Agree”.

Table 2. Mean Level of the Random People as to Tourist Spots

Tourist Spots Mean SD Interpretation

1. Immaculate Concepcion Church is one of 3.67 0.49 Strongly Agree
the visited Roman Catholic Church in terms of
“Visita Iglesia” in Laguna
2. Villa Valenzuela is a former museum and 3.60 0.51 Strongly Agree
restaurant but now it also known as “Haunted
House” by some others

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3. Santa Cruz, Laguna is known as the Kapitol 3.73 0.46 Strongly Agree
of Laguna
4 Capitolyo is the activity center of Anilag 3.73 0.46 Strongly Agree
Festival where all municipality are
participated
5 Laguna Sports Complex is the sports activity 3.80 0.41 Strongly Agree
center
OVERALL 3.71 0.46 Strongly Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one, “Immaculate Concepcion Church is

one of the visited Roman Catholic Church in terms of “Visita Iglesia” in Laguna.”

had a mean level of 3.67 and an SD of 0.49. Question number two, “Villa

Valenzuela is a former museum and restaurant but now it also known as “Haunted

House” by some others” had a mean level of 3.60 and an SD of 0.51. Question

number three, “Santa Cruz, Laguna is known as the Capital of Laguna” had a

mean level of 3.73 and an SD of 0.46. Question number four “Capitolyo is the

activity center of Anilag Festival where all municipality are participated” had a

mean level of 3.73 and an SD of 0.46. Question number five “Laguna Sports

Complex is the sports activity center” had a mean level of 3.80 and an SD of 0.41

The level of acceptability of Tourism in Santa Cruz in terms of tourist spot

has a weighted mean of 3.71 for Random People with the standard deviation of

0.46 respectively is verbally interpret as “Strongly Agree”.

Table 3. Mean Level of the Government Employees as to Delicacies

Delicacies Mean SD Interpretation

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1. Kesong Puti is one of the delicacy in Santa 3.93 0.26 Strongly Agree
Cruz, Laguna that made from carabao milk, salt
and white vinegar.
2. Bibingkang Itlog known as “bibingkang abnoy” 3.53 0.52 Strongly Agree
ni Nanay Mercy in Santa Cruz because it has no
bad odor of the rotten egg
3. Japanese Cake is alike to pancake that has a 3.33 0.72 Strongly Agree
filling of yema and cheese
4 Hotspot Siomai is a fulfilled meat in a wonton 3.53 0.64 Strongly Agree
wrapper
5 Kesong Puti is perfect with pandesal 3.80 0.41 Strongly Agree
OVERALL 3.63 0.51 Strongly Agree

Rating Range Interpretation

1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti is one of the delicacy

in Santa Cruz, Laguna that made from carabao milk, salt and white vinegar.” Had

a mean level of 3.93 and an SD of 0.26. Question number two “. Bibingkang Itlog

known as “bibingkang abnoy” ni Nanay Mercy in Santa Cruz because it has no

bad odor of the rotten egg” had a mean level of 3.53 and an SD of 0.52.

Question number three “Japanese Cake is alike to pancake that has a filling of

yema and cheese” had a mean level of 3.33 and an SD of 0.72. Question number

four “Hotspot Siomai is a fulfilled meat in a wonton wrapper” had a mean level of

3.53 and an SD of 0.64. Question number five “Kesong Puti is perfect with

pandesal” had a mean level of 3.80 and an SD of 0.41

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The level of acceptability of Tourism in Santa Cruz in terms of delicacies

has a weighted mean of 3.63 for Government Employee with the standard

deviation of 0.51 respectively is verbally interpret as “Strongly Agree”.

Table 4. Mean Level of the Random People as to Delicacies

Delicacies Mean SD Interpretation

1. Kesong Puti is one of the delicacy in Santa Cruz, 3.80 0.41 Strongly Agree
Laguna that made from carabao milk, salt and white
vinegar.
2. Bibingkang Itlog known as “bibingkang abnoy” ni 3.73 0.46 Strongly Agree
Nanay Mercy in Santa Cruz because it has no bad
odor of the rotten egg
3. Japanese Cake is alike to pancake that has a filling 3.60 0.50 Strongly Agree
of yema and cheese
4 Hotspot Siomai is a fulfilled meat in a wonton 3.47 0.52 Strongly Agree
wrapper
5 Kesong Puti is perfect with pandesal 3.80 0.41 Strongly Agree
OVERALL 3.68 0.47 Strongly Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti is one of the delicacy

in Santa Cruz, Laguna that made from carabao milk, salt and white vinegar.” Had

a mean level of 3.80 and an SD of 0.41. Question number two “. Bibingkang Itlog

known as “bibingkang abnoy” ni Nanay Mercy in Santa Cruz because it has no

bad odor of the rotten egg” had a mean level of 3.73 and an SD of 0.46. Question

number three “Japanese Cake is alike to pancake that has a filling of yema and

cheese” had a mean level of 3.60 and an SD of 0.50. Question number four

“Hotspot Siomai is a fulfilled meat in a wonton wrapper” had a mean level of 3.47

and an SD of 0.51. Question number five “Kesong Puti is perfect with pandesal”

had a mean level of 3.80 and an SD of 0.41

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and COLLEGES, Inc.
Sta. Cruz, Laguna

The level of acceptability of Tourism in Santa Cruz in terms of delicacies

has a weighted mean of 3.68 for Random People with the standard deviation of

0.47 respectively is verbally interpret as “Strongly Agree”.

Table 5. Mean Level of the Government Employees as to Festival

Festival Mean SD Interpretation

1. Kesong Puti Festival is a pride of Santa Cruz, 3.60 0.50 Strongly Agree
Laguna for their Economic Growth and Popularity
2. Street Dance is one of the first activity in Kesong 3.33 0.62 Strongly Agree
Puti Festival with the motif of carabao that
symbolized the source of Kesong Puti and cross for
Santa Cruz.
3. Booths are alike night market 3.13 0.64 Agree
4. Binibini at Ginoong Santa Cruz, Laguna that won 3.67 0.49 Strongly Agree
the titles will be the representative in Santa Cruz
Anilag Festival
5. Concert is the finale activity of Kesong Puti 3.53 0.52 Strongly Agree
Festival where the municipality of Santa Cruz invites
different artists.
OVERALL 3.45 0.55 Strongly
Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti Festival is a pride of

Santa Cruz, Laguna for their Economic Growth and Popularity” had a mean level

of 3.60 and an SD of 0.50. Question number two “Street Dance is one of the first

activity in Kesong Puti Festival with the motif of carabao that symbolized the

source of Kesong Puti and cross for Santa Cruz.” Had a mean level of 3.33 and an

SD of 0.62. Question number three “Booths are alike night market” had a mean

level of 3.13 and an SD of 0.64. Question number four “Binibini at Ginoong Santa

Cruz, Laguna that won the titles will be the representative in Santa Cruz Anilag

Festival” had a mean level of 3.67 and an SD of 0.49. Question number five

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and COLLEGES, Inc.
Sta. Cruz, Laguna

“Concert is the finale activity of Kesong Puti Festival where the municipality of

Santa Cruz invites different artists.” Had a mean level of 3.53 and an SD of 0.52

The level of acceptability of Tourism in Santa Cruz in terms of festival has

a weighted mean of 3.35 for Government Employee with the standard deviation of

0.55 respectively is verbally interpret as “Strongly Agree”

Table 6. Mean Level of the Random People as to Festival

Festival Mean SD Interpretation

1. Kesong Puti Festival is a pride of Santa Cruz, 3.73 0.46 Strongly Agree
Laguna for their Economic Growth and Popularity
2. Street Dance is one of the first activity in Kesong 3.73 0.46 Strongly Agree
Puti Festival with the motif of carabao that
symbolized the source of Kesong Puti and cross for
Santa Cruz.
3. Booths are alike night market 3.53 0.64 Strongly Agree
4. Binibini at Ginoong Santa Cruz, Laguna that won 3.73 0.46 Strongly Agree
the titles will be the representative in Santa Cruz
Anilag Festival
5. Concert is the finale activity of Kesong Puti 3.87 0.35 Strongly Agree
Festival where the municipality of Santa Cruz
invites different artists.
OVERALL 3.72 0.47 Strongly Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti Festival is a pride of

Santa Cruz, Laguna for their Economic Growth and Popularity” had a mean level

of 3.73 and an SD of 0.46. Question number two “Street Dance is one of the first

activity in Kesong Puti Festival with the motif of carabao that symbolized the

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and COLLEGES, Inc.
Sta. Cruz, Laguna

source of Kesong Puti and cross for Santa Cruz.” Had a mean level of 3.73 and an

SD of 0.46. Question number three “Booths are alike night market” had a mean

level of 3.53 and an SD of 0.64. Question number four “Binibini at Ginoong Santa

Cruz, Laguna that won the titles will be the representative in Santa Cruz Anilag

Festival” had a mean level of 3.73 and an SD of 0.46. Question number five

“Concert is the finale activity of Kesong Puti Festival where the municipality of

Santa Cruz invites different artists.” Had a mean level of 3.87 and an SD of 0.35

The level of acceptability of Tourism in Santa Cruz in terms of festival has

a weighted mean of 3.72 for Random People with the standard deviation of 0.47

respectively is verbally interpret as “Strongly Agree”.

Table 7. Mean Level of the Government Employee as to Economic Growth

Economic Growth Mean SD Interpretation

1. Kesong Puti Festival gained a lot of people in the 3.33 0.49 Strongly Agree
said acitivities that contribute budget to rise
2. More Tourist Spot places to visit Santa Cruz 3.27 0.70 Strongly Agree
3. More establishment are present in Santa Cruz 3.33 0.62 Strongly Agree
4. More products and delicacies that suits for the taste 3.60 0.63 Strongly Agree
of people
5. Competition rises in terms of tourist spot, 3.53 0.51 Strongly Agree
delicacies and festival
OVERALL 3.41 0.59 Strongly
Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

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and COLLEGES, Inc.
Sta. Cruz, Laguna

As stated above, question number one “Kesong Puti Festival gained a lot

of people in the said acitivities that contribute budget to rise” had a mean level of

3.33 and an SD of 0.49. Question number two “More Tourist Spot places to visit

Santa Cruz” had a mean level of 3.27 and an SD of 0.70. Question number three

“More establishment are present in Santa Cruz” had a mean level of 3.33 and an

SD of 0.62. Question number four “More products and delicacies that suits for the

taste of people” had a mean level of 3.53 and an SD of 0.51. Question number five

“Competition rises in terms of tourist spot, delicacies and festival” had a mean

level of 3.53 and an SD of 0.51

The level of acceptability of Tourism in Santa Cruz in terms of economic

growth has a weighted mean of 3.41 for Government Employee with the standard

deviation of 0.59 respectively is verbally interpret as “Strongly Agree”.

Table 8. Mean Level of the Random People as to Economic Growth

Economic Growth Mean SD Interpretation

1. Kesong Puti Festival gained a lot of people in the 3.67 0.49 Strongly Agree
said acitivities that contribute budget to rise
2. More Tourist Spot places to visit Santa Cruz 3.47 0.64 Strongly Agree
3. More establishment are present in Santa Cruz 3.67 0.49 Strongly Agree
4. More products and delicacies that suits for the 3.73 0.46 Strongly Agree
taste of people
5. Competition rises in terms of tourist spot, 3.80 0.41 Strongly Agree
delicacies and festival
OVERALL 3.67 0.50 Strongly Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree
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and COLLEGES, Inc.
Sta. Cruz, Laguna

As stated above, question number one “Kesong Puti Festival gained a lot

of people in the said acitivities that contribute budget to rise” had a mean level of

3.67 and an SD of 0.49. Question number two “More Tourist Spot places to visit

Santa Cruz” had a mean level of 3.47 and an SD of 0.64. Question number three

“More establishment are present in Santa Cruz” had a mean level of 3.67 and an

SD of 0.49. Question number four “More products and delicacies that suits for the

taste of people” had a mean level of 3.73 and an SD of 0.46. Question number five

“Competition rises in terms of tourist spot, delicacies and festival” had a mean

level of 3.80 and an SD of 0.41

The level of acceptability of Tourism in Santa Cruz in terms of economic

growth has a weighted mean of 3.67 for Random People with the standard

deviation of 0.50 respectively is verbally interpret as “Strongly Agree”

Table 9. Mean Level of the Government Employee as to Popularity

Popularity Mean SD Interpretation

1. Kesong Puti is popular to known as 3.80 0.41 Strongly Agree
“White Cheese” in Santa Cruz
2. Kapitolyo is the activity center of 3.80 0.41 Strongly Agree
Anilag Festival that all the Lagunense
visited it and others
3. Santa Cruz has a lot of tourist spot such 3.40 0.51 Strongly Agree
as Immaculate Concepcion Church, Villa
Valenzuela and Kapitolyo
4. Santa Cruz has a lot of unique 3.60 0.51 Strongly Agree
delicacies such as Kesong Puti, Hotspot
Siomai, Japanese Cake and Bibingkang
Itlog
5. Complex is the sports center of Laguna 3.73 0.46 Strongly Agree
where sometimes used in big events like
“Palarong Pambansa”
OVERALL 3.67 0.46 Strongly Agree
Rating Range Interpretation

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and COLLEGES, Inc.
Sta. Cruz, Laguna

1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti is popular to known

as “White Cheese” in Santa Cruz” had a mean level of 3.80 and an SD of 0.41.

Question number two “Capitolyo is the activity center of Anilag Festival that all

the Lagunense visited it and others” had a mean level of 3.80 and an SD of 0.41.

Question number three “Santa Cruz has a lot of tourist spot such as Immaculate

Concepcion Church, Villa Valenzuela and Capitolyo” had a mean level of 3.40

and an SD of 0.51. Question number four “Santa Cruz has a lot of unique

delicacies such as Kesong Puti, Hotspot Siomai, Japanese Cake and Bibingkang

Itlog” had a mean level of 3.60 and an SD of 0.51. Question number five

“Complex is the sports center of Laguna where sometimes used in big events like

“Palarong Pambansa” had a mean level of 3.73 and an SD of 0.46

The level of acceptability of Tourism in Santa Cruz in terms of popularity

has a weighted mean of 3.67 for Government Employee with the standard

deviation of 0.46 respectively is verbally interpret as “Strongly Agree”

Table 10. Mean Level of the Random People as to Popularity

Popularity Mean SD Interpretation

1. Kesong Puti is popular to known as “White 3.73 0.46 Strongly Agree
Cheese” in Santa Cruz
2. Capitolyo is the activity center of Anilag Festival 3.80 0.41 Strongly Agree
that all the Lagunense visited it and others
3. Santa Cruz has a lot of tourist spot such as 3.53 0.64 Strongly Agree
Immaculate Concepcion Church, Villa Valenzuela
and Kapitolyo
4. Santa Cruz has a lot of unique delicacies such as 3.87 0.35 Strongly Agree

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and COLLEGES, Inc.
Sta. Cruz, Laguna

Kesong Puti, Hotspot Siomai, Japanese Cake and

Bibingkang Itlog
5. Complex is the sports center of Laguna where 3.80 0.41 Strongly Agree
sometimes used in big events like “Palarong
Pambansa”
OVERALL 3.75 0.46 Strongly Agree
Rating Range Interpretation
1 1.00-1.75 Disagree
2 1.76-2.45 Moderately Agree
3 2.46-3.25 Agree
4 3.26-4.00 Strongly Agree

As stated above, question number one “Kesong Puti is popular to known

as “White Cheese” in Santa Cruz” had a mean level of 3.73 and an SD of 0.45.

Question number two “Capitolyo is the activity center of Anilag Festival that all

the Lagunense visited it and others” had a mean level of 3.80 and an SD of 0.41.

Question number three “Santa Cruz has a lot of tourist spot such as Immaculate

Concepcion Church, Villa Valenzuela and Capitolyo” had a mean level of 3.53

and an SD of 0.64. Question number four “Santa Cruz has a lot of unique

delicacies such as Kesong Puti, Hotspot Siomai, Japanese Cake and Bibingkang

Itlog” had a mean level of 3.87 and an SD of 0.36. Question number five

“Complex is the sports center of Laguna where sometimes used in big events like

“Palarong Pambansa” had a mean level of 3.80 and an SD of 0.46

The level of acceptability of Tourism in Santa Cruz in terms of popularity

has a weighted mean of 3.75 for Random People with the standard deviation of

0.46 respectively is verbally interpret as “Strongly Agree”

Table 11. Significant Relationship

Variables Computed-f Critical-f Alpha P-value Interpretation

Level

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and COLLEGES, Inc.
Sta. Cruz, Laguna

Tourist 9.034 2.503 0.05 6.08 Significant

Spots
Delicacies 2.967 2.503 0.05 0.03 Significant
Festival 2.298 2.503 0.05 0.07 Insignificant
Economic 0.880 2.503 0.05 0.48 Insignificant

Growth
Popularity 2.031 2.503 0.05 0.10 Insignificant

It shows that tourist spots had a computed-f of 9.034 which was higher

than the critical-f 2.503, it also says that the p-value is higher than the alpha level

0.05 which was 6.08, and therefore the interpretation is significant. It shows that

delicacies had a computed-f of 2.967 which was higher than the critical-f 2.503, it

also says that the p-value is higher than the alpha level 0.05 which was 0.03.

therefore the interpretation is significant. It shows that festival had a computed-f

of 2.298 which is lower than the critical-f 2.503, it also says that the p-value is

higher than the alpha level 0.05 which was 0.07, therefore the interpretation is

insignificant. It shows that economic growth had a computed-f of 0.880 which is

lower than the critical-f 2.503, it also says that the p-value is higher than the alpha

level 0.05 which was 0.48 therefore the interpretation is insignificant. It shows

that the popularity had a computed-f of 2.031 which is lower than the critical-f

2.503, it also says that the p-value is higher than the alpha level 0.05 which was

0.10 therefore the interpretation is insignificant.

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and COLLEGES, Inc.
Sta. Cruz, Laguna

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter includes the summary, findings, conclusions and

recommendations of the study.

Summary

This research study aimed to develop the Tourism of Santa Cruz, Laguna:

It’s Economic Growth and Popularity, this study aimed to create the Effectiveness

of Tourism in Santa Cruz, Laguna and determine its acceptability in terms of

economic growth and popularity. This also aimed to determine the mean

acceptability of the Tourism in Santa Cruz, Laguna: It’s Economic Growth and

Popularity as rated by the respondents.

The study used descriptive method and evaluated by (15) fifteen random

citizens of Santa Cruz, Laguna and (15) fifteen Government Employees using

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and COLLEGES, Inc.
Sta. Cruz, Laguna

self-made questionnaire. Weighted mean and standard deviations were used to

treat the data gathered after evaluating the acceptability of Tourism in Santa Cruz,

Laguna in terms of Economic Growth and Popularity. After which, results were

analyzed and interpreted.

Based on the data gathered of the study it bought out that the level

of acceptability of Tourism in Santa Cruz, Laguna in terms of Economic Growth

has a weighted mean of 3.67 with standard deviation of 0.50 respectively is

verbally interpreted of “Strongly Agree” Popularity has a weighted mean of 3.67

with standard deviation of 0.46 respectively is verbally interpreted of “Strongly

Agree.”

Conclusion

Based on the data gathering, this study arrived at the conclusion that the

level of acceptability of Tourism in Santa Cruz, Laguna in terms of Economic

Growth was Strongly Agree and Popularity was Strongly Agree too.

The level of tourism in Sta. Cruz Laguna does not satisfy the expectation

of the residence in terms of economic growth and popularity.

Recommendations

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Sta. Cruz, Laguna

Based on the conclusions and findings of the study, the following are

recommended;

1. The Tourism in Santa Cruz, Laguna should develop more tourist spots.

2. The Tourism in Santa Cruz, Laguna should conduct more interesting

desired places.

3. Further study to enhance the productivity of Tourism in Santa Cruz,

Laguna

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