The Magara Festival of Carigara, Leyte, Philippines:

A Case Study

Dale Daniel G. Bodo

Royal Roads University

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Table of Contents

Introduction………………………………………………………………………………2

Literature Review………………………….…………………………………………….5

Economic Impact of Festival …………………………………………………………..6

Socio- Cultural Economic Impact of Festival ………………………………………...8

Study Context …………………………………………………………………………...9

Purpose of the Study………………..…………………………………………………..9

Research Questions……………………….…………………………………………..10

Theoretical Foundations………………….…………………………………………...11

Research Design …………………………………………………………….……......13

Research Participants..………………………………………………………………..15

Data Collection ………………………………………………………………………...16

Data Analysis ……………………………………………………………………….....20

Data Analysis and Findings ………………………………………………………… 24

Conclusion……………………………………………………………………………...47

Implications ……………………..……………………………………………………. 52

Recommendations …………….……………………………………………………...53

References……………………………………………………………………………..55

Appendices …………………………………………………………………………….59
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INTRODUCTION

A festival is an episode ordinarily celebrated by a community and centers’ on

some characteristic or aspects of a certain community centering on their religion

or cultures. Some festivals may be marketed as a local or national holiday. A festival

constitutes typical cases of globalization, as well as the high culture-low culture

interrelationship. Festivals celebrate many aspects of our lives, including art, culture

religion. Agricultural festivals, that celebrate the harvest, are also a common form of

festival. Food is a vital resource for communities and as such many festivals are

associated with harvest time. Religious commemoration and thanksgiving for good

harvests are blended in events that take place in summertime and or during the

celebration of town fiestas, particularly in the Philippines.

Festivals often serve to fulfil specific communal purposes, especially in regard to

commemoration or thanking to the gods, goddesses or saints: they are called patronal

festivals. They may also provide entertainment, which was particularly important to local

communities before the advent of mass-produced entertainment. Festivals that focus on

cultural or ethnic topics also seek to inform community members of their traditions; the

involvement of elders sharing stories and experience provides a means for unity

among families. Festival attendees are often motivated by a desire for escapism,

socialization and camaraderie; the practice has been seen as a means of creating

geographical connection, belonging and adaptability (Creative_Commons_Attribution-

ShareAlike_3.0, August, 2022).

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Festival Tourism in the Philippines

A team of passionate travelers who help plan and curate customized trips to Asia,

said that festivals in the Philippines are an integral aspect of the local culture, known for

their grand, vibrant celebrations. Festivals in the Philippines are a fairly common

occurrence, with over 42,000 major and minor festivals celebrated across the country.

These are celebrated to highlight cultural uniqueness and uphold and preserve

respective customs and traditions (Asia Someday.com, ND).

Carigara’s Magara Festival is celebrated every 25th of January to commemorate

of the town’s Founding Anniversary. The festival is celebrated to serve as a spectacle

showmanship of the magnificent culture and the rich history of the town of Carigara,

which was named after Datu Gara, who was said to be one of the ten Datus or Kings

from Borneo. This municipality is considered as the oldest in the entire Eastern Visayas

region. The festival illustrates various livelihood practices like fishing, farming and

product-making such as native delicacies and handicrafts. In a study conducted by Hong

(2011), it is mentioned that through festivals, intangible cultural assets such as living

cultural knowledge, identity, meaning, and core values embedded in certain traditional

customs or rituals are preserved. Festivals share a characteristic of celebration with a

specially defined time and space in which it raises public awareness regarding cultural

significance.

The Magara festival does not only serve in the preservation of cultural and

tourism impact to the Municipality of Carigara, but it also serves as an avenue for family

and friends’ reunion; thus, making the festivities merrier and meaningful. To evaluate the

impacts of this festival, a case study analysis will be conducted to determine the tourism

potential of this event in the municipality of Carigara. This will be done to assess the
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contributions of the Magara festival to the cultural preservation, economy and tourism

industry to the Municipality of Carigara.

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LITERATURE REVIEW

Festival Tourism is the most exciting and fastest-growing industry related to

leisure, business, and tourism. It can be viewed as part of the new wave of alternative

tourism (Calopez, et.al, 2011). Festivals display the community’s local identity in terms

of culture, beliefs, and practices. Every festival celebration has the goal of imparting

important information about cultural identities such as dances, religious practices and

rituals, and more. Therefore, residents and tourists must be aware of the objectives and

concepts of this festival celebrations. They should also know and recognize that this

festival celebration is done not just to draw tourists to see the festival but, more

importantly, to let these tourists know its real essence- the celebration of one’s identity.

Hence, showcasing cultural heritage in festivals, beliefs and practices is presented and

preserved in its unique traditional forms.

With 7,107 islands, multi-cultural traditions, beliefs, practices, and celebrations,

the Philippines is perhaps one of the most popular countries being visited by tourists for

its grand festival celebrations throughout the year. The festival celebrations in the

Philippines are vibrant, colorful, and meaningful. From the Cordilleras (Northern

Philippines) to Tawi-Tawi (southern part), festivals contribute to tourism arrivals in these

destinations. Also, festivals are used as an instrument to attract more tourists and boost

tourist arrivals. This helps the economy of the host towns/ cities by creating more job

opportunities for the people, especially those who are coming from micro, small, and

medium business enterprises.

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Economic Impacts of Festivals

Local festivals are increasingly being used as instruments for promoting tourism

and boosting the regional economy (Felsenstein & Fleischer, 2003). It also help in the

preservation of local culture and traditions of a specific area at the same time they see it

as a good medium for the promotion of their city or municipality in terms of culture and

traditions. Festivals have always been well attended and thus have brought about

significant economic profit (Park, 2002). Business and tourism are not the only industry

fields, which benefit from festivals, but the host cities and municipalities themselves

benefit.

Litvin, (2013) in his study Festivals and special events, it was mentioned that

festival tourism and special events in general can provide measurable positive economic

benefit to their host community. The study also encourages local festivals and

organizers to grow and invest their events from simply local events to those that attract

tourists and tourists' money to the community. Litvin challenges festival managers to

elevate their local events into attractors bringing tourists and tourist spending to the

community. Festivals should consider growing their events such that they attract new

income to the community, and generate revenue for tourism providers and other

merchants across the local economy.

Research exploring the potential economic benefit of the festival on the

community would be beneficial for the Magara Festival of Carigara. The Magara Festival

should generate ideas about how to improve its festival in order to make money for the

community and its residents. The festival is dependent solely on the local government

budget. Festival organizers should develop strategies about how to increase funding by
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tapping various corporations and private individuals who are willing to sponsor the

festival. In these trying economic times when public funds are limited, organizations and

communities need to find new ways to raise funding. The entrepreneurial nature of

festivals and special events can provide an important and attractive revenue stream.

Luna (2015), in his study A Festival's Impacts, revealed that most respondents

believed that the festival had an impact on the economy of the municipality. They

claimed that the festival seemed to have led to an increase in the economic activity of

the municipality such as the expansion and improvement of local products and services,

which help generate more income for the locals. Through the celebration of the Magara

Festival, the products of the town, being one of the highlights of the festivity, can impact

tourists’ awareness in terms of product offerings in the municipality of Carigara. With

this, it will create income to small, micro and medium business owners who primarily sell

locally made products such as cookies, pastillas de leche, sundang (sanzibar), beti

(popped rice), ampaw (popped cooked rice) and pedicab (tricycle) among others.

Bezirgan and Yetginer (2020), conducted a study on the effect of the festivals on

the development of tourism with the support of residents, it was revealed that local

social image and entertainment opportunities, infrastructure and urban development,

local promotion, economic development, and socio-cultural changes are the five factors

that contribute to positive effects of the festival. On the other hand, negative impacts

were revealed in the study including environmental risk and social conflicts and traffic

problems. These factors have been found to have a negative effect on the support of the

local people to the development of tourism.

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Socio-Cultural Impacts of Festivals

Festivals can be instrumental in presenting local cultural traditions and customs

to visitors, thereby preserving and diffusing the heritage (Felsenstein & Fleischer, 2003).

In terms of festival’s cultural impacts, Gonzales (2017) study results showed that the

community respondents strongly agreed that festival helps in the preservation of local

culture and traditions of a specific area at the same time they see it as a good medium

for the promotion of their city/ municipality in terms of culture and traditions. Festivals

are now being used as an instrument to attract more tourists and boost tourist arrivals.

In the case of the Magara Festival, it aims to promote its culture and traditions in

its festival themes such as products, fishing and agriculture. The festival celebration can

create awareness of the culture of the people of Carigara in terms of makings products

and how unique the traditional ways of planting crops and catching fish as a means of

livelihood of the townspeople. On the other hand, many past researchers have stated

that a negative impact of cultural festival that exposing local culture in order to attract

visitors can similarly threaten continuity through pressures of commercialization (Saleh

and Ryan, 1993; Senior and Danson, 1998; Waterman 1998; Felsenstein & Fleischer,

2003).
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Study Context

“Magara” is a Filipino word which means fabulous, marvelous or magnificent in

the English language. The word is associated with the magnificence of the town’s

history, products and sceneries and magnificent cultural practices and traditions of the

people. Thus, coining the name Magara.

The Magara Festival has four concepts integrated into the parade and ritual

presentation. The livelihood practices such as fishing (pangisda) and farming (pag-uma),

the products (prudukto) and history (kaagi) of the town. The Magara Festival features

the dancing Queen who serves as the lead dancer of every competing group coming

from different barangays in the town of Carigara. The queen carries the symbolic image

of the town’s patron, the Holy Cross.

The festival’s main purpose is to display and preserve the local culture and

traditions of the town’s people. Festivals also help improve the town’s economic status

by promoting and marketing local tourist spots, products such as handicrafts, local

delicacies and cuisines. Thus, improving the quality of life of the micro, small, and

medium enterprises within the region.

Purpose of the Study

The study aims to understand the effects of the Magara Festival in the Municipality of

Carigara, Leyte, Philippines. The following are the objectives of the study:

1. To explore the cultural Impacts of the Magara Festival

2. To understand the festival’s impact on the tourism industry of the municipality

of Carigara.
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This study will be conducted in the municipality of Cariaga, which is situated in

the northern part of the province of Leyte, in the Philippines. This study will help the local

government unit of the town through the local tourism office to assess and determine to

what extent the festival impacts the municipality in terms of tourism promotions and

advancement and cultural conservancy.

As this study aims to assess the effects of the celebration of festival to the

tourism, economic and cultural aspects, results or findings of the study will contribute to

planning future editions of the festival. Understanding the tourism and economic

potential and cultural impacts may be beneficial to the organizers in terms of

conceptualizing the festival’s theme in the upcoming years. Findings of the study can

also be used to establish strategies to strengthen and enhance the festival’s effect to

boost the local tourism industry with celebrating the local culture in the municipality of

Carigara, Leyte.

Research Questions

The following research questions will be addressed in conducting this study.

1. What are the perceived cultural effects of the festival?

2. What are the perceived economic effects of the festival?

3. What are the perceived tourism effects of the festival?

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Theoretical Foundations

Stakeholders’ Theory

The study will be anchored in a stakeholder’s theory. The term ‘stakeholder’ was

first introduced by the Stanford Research Institute in 1963 (Todd & Ensor, 2017). The

Freeman’s Stakeholder’s Theory (as cited by Luna, 2015), defines a stakeholder as “any

group or individual who can affect or is affected by the achievement of the organization’s

objectives” Freeman (1984, p. 46) Thus, a group qualifies as a stakeholder if it has a

legitimate interest in aspects of the organization’s activities. According to Freeman, a

stakeholder has either the power to affect the firm’s performance and/or has a stake in

the firm’s performance (Luna, 2015). Mitchell et al., 1997, stakeholder theory stresses

the interactions of power, legitimacy and urgency.

According to Khazaei & Joppe, 2015, community participation has long been

viewed as an important tenet of tourism planning, and there is general consensus

among researchers that engaging all stakeholder groups contributes to tourism

sustainability. Jamal and Getz, 1995, introduced a “collaborative community-based

planning process” as a way to increase destination competitiveness and to move toward

sustainable tourism development (p. 200). Community engagement is described by the

International Association for Public Participation, 2007,as a “two-way communication

process between planners and community” which is a continuum with no involvement at

the lowest level, and empowerment, defined as “the ability to make and control the

outcome, at the highest level.

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Furthermore, adopting a stakeholder approach can assist and benefit managers

in a number of ways include identifying existing and potential event tourism and

community stakeholders and responding to stakeholders' expectation to meet their

needs. Involving stakeholders with event tourism, stakeholders' roles and individual

stakes within events may reveal their consumption patterns over time and how this has

impacted upon their engagement (Reid, 2011).

However, Getz & Page, 2016 (as cited by Tod et al., 2017), mentioned that

despite these existing studies, there remains limited understanding of stakeholders'

roles and experiences in specific event tourism settings or how their effective

management can impact upon future development.

General Focus Group Process Framework

The conduct of this study will be based on the General Focus Group Process

Framework by Fern, 2001. The framework has Seven (7) components and includes the

group cohesion, the discussion process, the outcome, group composition, research

setting, the moderator, and group process factors. Some of these components are

controllable by the researcher and others are not (Fern, 2001).

As discussed by Fern, 2001, the discussion process will serve as the focus of the

framework. The discussion process will affect the focus group outcome. The other

factors such as group cohesiveness, group composition, the research setting, the

moderator, and group process factors will influence the discussion process and the

exchange of information. The Group composition and the focus group setting affect

cohesion, both directly and in combination. As the researcher controls recruiting,

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therefore, the composition of the group and its effects on cohesion and the focus group

discussion should be somewhat controllable.

Cohesion affects group discussion process. The research setting has unintended

effects on focus groups. The focus group moderator affects the discussion process and

the exchange of information. In terms of the effect of the moderator, it should be

controllable. In terms of the research setting, this affects the focus group process in both

expected and unexpected ways including the venue of the focus group, the participants

themselves, and other material factors including technical requirements.

Research Design

The researcher used a descriptive qualitative research method. To understand

the perceived effects of the festival, the study used the multiple-category focus group

design (Krueger & Casey 2015). Multiple category design allowed the researcher to

make comparison in two ways: from one group to another within a category (educators

and tourism business sector) (Kreuger & Casey 2015). The researcher conducted two

(2) focus group discussions (FGD) with key stakeholders and attendants of the Magara

Festival.

As this this study aimed to assess the perceived effects of the of festival to the

tourism and cultural aspects of the municipality of Carigara, conducting focus groups is

appropriate and will be used to gain relevant and necessary data about the status of the

festival. Kreuger & Casey (2015) stated that focus groups will be considered when the

study aims to look for a range of opinions in terms of issues, perceptions, ideas or

feelings that people have about something like an issue, behavior, practice, policy,
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program or idea. As the conduct of this case study is geared towards knowing the

cultural and tourism impacts of the study through the opinions and observations of its

participants, therefore, focus group is appropriate.

In addition to this, the focus group was used in order for ideas to emerge from

groups as this group possesses the capacity to become more than the sum of its parts,

to exhibit a synergy that individuals alone do not possess (Hennik and Leavy, 2014).

The study of the Magara Festival aimed to gather information and ideas from target

participants in terms of the effects of the festival both cultural and tourism aspects.

Some aspects that contributed to the success and for the improvement of the festival

celebration in the future to come. Hence, focus group was the appropriate research

method to be used in this study.

Lastly, Hennik and Leavy (2014), mentioned that focus group can be used if

researcher want to pilot-test ideas, materials, plans, or policies. This study of the

Magara Festival generated ideas, plans, policies and programs for the improvement of

the festival. After gathering all the useful insights and information from the participants,

these will be used in planning for the next festival celebration. Therefore, for the above-

mentioned reasons, focus group method was used in the conduct of the Magara Festival

case study.
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Research Participants

The researcher included two focus groups of purposively sampled participants.

The identified participants are those who took part in the planning and execution of

plans and the head of the competing clusters or teams during the Magara Festival

Celebrations, and the representatives from the tourism business sector who witnessed

the launching of the Magara Festival 2019 celebrations. According to Hennink, et

al. (2011) purposive recruitment of participants adds strength to focus group research; it

enables recruitment to be focused and deliberate and should not be seen as haphazard

or conducted without principles or procedure.

In terms of the number of participants in each focus group, it is generally agreed

that 6–8 participants is optimal (Kamberelis & Dimitriadis, 2005; Liamputtong, 2011).

Originally, each focus group had seven (7) individuals to serve as a participants of the

study. The identified participants for the two focus groups came from the seven (7)

academic institutions (elementary and high school) who participated in the said festival

celebrations and seven individuals from the tourism business sector who witnessed the

festival celebrations. On the actual day of the focus group, eight (8) participants from the

educators arrived and only 6 from the tourism business sector.

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The first focus group included participants of the 2009 launching of the Magara

Festival, this was part of the delimitation of the study. As this was a school-based

competition, participants of the focus group included educators who served as the

cultural and tourism coordinator of their respective institutions. These participants were

from the Carigara National High School (CNHS), Jugaban National High School (JNHS),

Carigara National Vocational School (CNVS), Carigara I District, Carigara II District and

Carigara III District.

The second set of participants was composed of six (6) individuals coming from

the tourism business sector including the Micro, Small and Medium Enterprises

(MSMEs). The tourism business sector was identified to participate in the said focus

group as the Magara Festival contributes direct implications to their respective business

enterprises.

Data Collection

After identifying the participants for the focus group discussion, an e-mail asking

permission to conduct the study of the town’s festival was sent to the Municipal Mayor

through the office of the Municipal Tourism Office of the local government unit of

Carigara- the location of the study, one month before the conduct of the focus group.

The researcher needed the assistance of the municipal tourism office including

communicating and coordinating with the identified participants of the focus group and

municipal counterpart including the venue for the focus group and other technical

requirements needed during the focus group such as LCD projectors and the likes. The

one-month period gave the local chief executive the time to delegate this task to the

Municipal Tourism Officer or his representative.

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The letter explained the purpose of the study the benefits of the study and the

risks to participation how the Magara Festival, the local government unit of Carigara and

its stakeholders will benefit from the case study. The letter included the names of the

identified schools and the tourism business enterprises. The letter also specified where

and when the focus group discussion will take place. An overview of the case study

proposal was also be included in the e-mail. This gave the local officials of the town an

opportunity to see how the case study may impact the Magara Festival and the

municipality of Carigara in general.

Upon the approval of the municipal mayor, similar e-mail letter request was

addressed to the school heads of the competing schools, both in elementary and high

school. The request letter was part of the protocol set by the Department of Education,

especially in requesting the participation of its faculty members of all academic

institutions. Similar letter was addressed to the identified tourism business sectors who

participated in the focus group.

Additionally, an informed consent form was also sent to all identified participants

of the study. Retrieval of this letter of consent was done seven (7) days after the receipt

of the e-mail. Signed consent forms were sent only to the researcher through e-mail. In

terms of the time and duration of the focus groups discussion, the data collection

process took place in the morning for the first focus group and afternoon for the second

focus group. Each focus group was expected to take approximately 2 hours.

To effectively gather necessary data for the study, the researcher adopted the

hour glass design discussion guide. Hennik and Leavy, 2014, defined a discussion

guide as a pre-prepared list of topics or actual questions used by a moderator to guide

the group discussion. In addition, they stated that discussion guide may seem
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deceptively simple; however, it requires considerable forethought to develop an effective

guide that fosters productive discussion and elicits useful information to meet the

research objectives. Designing a discussion guide used during the actual day of

the conduct of the data gathering from participants was one of the key tasks in preparing

for focus group research. Further, to ensure smooth flow and focus of the conduct of the

data gathering process, Morgan, 1997, p. 48 stated that the moderator uses the guide

as a resource to maintain the balance between the researchers focus and the group’s

discussion”. Furthermore, the structure of the discussion guide is important. It can assist

the moderator to manage the group discussion by effectively opening the discussion,

focusing on key topics, and bringing the discussion to a close (Hennink et al., 2011 as

cited by Hennink & Leavy, 2014).

The conduct of the focus group started by discussing broad questions to build

rapport among group participants. This way, participants began to feel comfortable in

the group environment before moving on to discuss the more specific topics that are

critical to meet the research objectives, and then move again to broader summary

issues to end the discussion (Hennik and Leavy, 2014).

On the actual day of the focus group discussion, the researcher acted as the

moderator and introduced himself and the note taker who signed an oath of

confidentiality. A focus group protocol was presented to the participants to ensure focus

on the main agenda of the discussion. The researcher presented a brief introduction

about the purpose of the study and how they, as respondents and participants of the

festival and the municipality of Carigara in general, will benefit from the said study in

terms of tourism promotions and cultural preservations.

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Participants were all informed about the confidentiality of their identities and their

responses. Participants were asked if they were willing to have the discussions recorded

via audio. A note taker was present to jot down fundamental information or highlights or

main points of the discussion. The researcher also asked the participants if they have

questions before the start of the discussion.

After the brief introduction and overview from the researcher, each of the

participants was given the opportunity to introduce themselves, the school or the name

of the tourism business enterprise they are representing, their roles and participation

during the launching of the Magara Festival and a highlight of their experience during

the said launching. Finally, the researcher presented the outline of how the group

discussion will be conducted. This provided participants with an understanding and

know what to expect during the actual focus group and feel confident to contribute to the

discussion (Hennink & Diamond, 1999).

After setting the expectations, and presenting the ground rules and interview

protocol, the moderator asked the introductory or opening question. The question was

based on assessing their personal experience in the Magara Festival. Participants were

asked about their experience and they will be asked to explain briefly.

Subsequently, the researcher transitioned the discussion to the key topics and

the main questions. The questions focused on their personal point of view as

participants regarding the perceived cultural, tourism and economic effects of the festival

to the town of Carigara. The focus groups werealso be asked about other factors that

might help improve the effects of the festival celebration aside from those that were

previously asked and discussed by the focus group.

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After thorough and insightful deliberations of the main questions of the study, the

moderator transitioned the focus of the group to the closing questions. Closing questions

are designed to signal that the discussion is coming to an end. They help the moderator

to effectively close the discussion, but can also provide valuable information that

summarizes the issues discussed and can therefore be useful in data analysis (Krueger

& Casey, 2000; Greenbaum, 2000).

The questions that were asked on this part were more on the personal view on

how they wanted to improve the effects of festival in its future undertaking considering

cultural, economic and tourism aspect. Participants were also asked what they would

like to improve in the Magara festival celebration if they were the local chief executive

officer or the mayor and or the tourism officer of the town of Carigara. This type of

questions can synthesize critical issues from the discussion and provides important

perspectives on the issues discussed (Hennink, 2014). After finalizing the transcripts,

each participant were furnished with a copy for their comments and validation. Retrieval

of the transcripts was done seven (7) days upon receipt thereof.

Data Analysis

The systematic analysis of focus group data is what distinguishes the academic

approach to focus group research from the market research approach (Bloor et al.,

2001). Focus group discussions produce textual data that can be analyzed using a

range of analytic approaches (Hennink, 2014). This study used the thematic analysis in

the data analysis by Braun & Clarke (2006). Braun & Clarke (2006), suggested that it is

the first qualitative method that should be learned as it provides core skills that will be

useful for conducting many other kinds of analysis (p.78).

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In addition to this, a further advantage, particularly from the perspective of

learning and teaching, is that it is a method rather than a methodology (Braun & Clarke

2006; Clarke & Braun, 2013). This means that, unlike many qualitative methodologies, it

is not tied to a particular epistemological or theoretical perspective. This makes it a very

flexible method, a considerable advantage given the diversity of work in learning and

teaching, (Maguire & Delahunt, 2017).

Kreuger & Casey (2009), defined thematic analysis as perhaps the most common

approach to analyzing focus group data. It involves breaking data into smaller segments

by using the issues raised by participants to define the segments. With the use of

thematic analysis, patterns and themes of collected qualitative data will be identified. As

mentioned earlier, the conduct of the focus group will include audio recording other than

notes taking. After gathering all the audio recorded files, the researcher had the data

transcribed and used the resulting transcripts as basis of the data analysis. The

researcher familiarize himself with the data before going any further on the data

analysis.

The principles of analyzing focus group data broadly follow the principles of

thematic analysis and require the development of an interpretative coding framework

that captures the expressed thoughts, ideas, and experiences of participants in a way

that can be combined into themes that meaningfully inform the research field (Robinson,

2019). After familiarizing the data through a series of reading the transcription and

thorough listening to the audio files, the researcher generated initial codes for all of the

themes. In this phase the researcher started organizing the data in a meaningful and

systematic way.
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Coding reduces lots of data into small chunks of meaning (Maguire & Delahunt,

2017). Open coding of data will be used rather pre-set codes. Codes for both focus

groups will be developed and modified through the coding process. The researcher

worked through each focus group transcript and coded them every segment of text that

seemed to be relevant to or specifically address our research question. Generally, the

researcher assigned codes by considering the written data word by word, line by line

and later combines these codes into themes (Robinson, 2019). As the researcher

continued coding the transcripts, generating new codes or modifying them was

inevitable in this part. Coding was done both manual coding using pens and colored

markers and with the aid of a software such Microsoft Excel to effectively set codes and

identify themes to the data.

After coding the data, themes of the data were identified. The data associated

with each theme were color-coded. The researcher ensured the coherence of the

themes and work in the context of the entire data set. To ensure that themes were

coherent and distinct from each other, the following factors should be considered. Do

the themes make sense? Does the data support the themes? Is the researcher trying to

fit too much into a theme? If themes overlap, are they really separate themes? Are there

themes within themes (subthemes)? Are there other themes within the data?

Once the themes of the data had been identified, the researcher will now review

the themes. Reviewing the themes is the final refinement of the themes and the aim is to

identify the ‘essence’ of what each theme is about, (Braun & Clarke, 2006, p.92 as cited

by Maguire & Delahunt, 2017). In this part of the data analysis, the researcher

determined what the theme saying. Are there are subthemes that emerge while
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reviewing the themes. If there are possible subthemes, do they interact and relate to the

main theme? How do the themes relate to each other? Lastly, the write-up of the results

of the data analysis. At this stage, the researcher gathered all his observations, findings

and interpretations from the data gathered during the focus group. The researcher

decided to code groups of transcripts by participant characteristics or coded the

transcripts of each group in turn and then match common themes across groups

(Barbour, 2012). At later stages, researchers can then look at similarities and

differences among groups and pick up new lines of inquiry. However, analysts need to

also consider developing codes that capture how particular ideas and concepts were

discussed through the interaction of the participants (Morgan, 2010). In analyzing the

data collected, the researcher identified whether the ideas of the participants were

accepted uncritically or were they qualified and contested by other participants. During

this stage, audio recordings were useful. Careful listening of tone, pace, and the

nonverbal cues aided interpretation.

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Data Analysis and Findings

The Focus Group Participants

In the conduct of the Magara Festival of Carigara, Leyte, Philippines, the

following participants were present during the two (2) focus group discussion.

Participant Code Description of Participant

1. FG1-P1  Teacher III, Culture, Arts and Music, Arts,
Physical Education and Health (MAPEH)
Coordinator
2. FG1-P2  Music, Arts, Physical Education and Health
(MAPEH) Teacher
3. FG1-P3  Culture and Art Coordinator
4. FG1-P4  Teacher and District Supervisor
5. FG1-P5  Music, Arts, Physical Education and Health
(MAPEH) Coordinator
6. FG1-P6  Kinder Teacher
7. FG1-P7  School Head, Culture and Arts Coordinator
8. FG1-P8  Music, Arts, Physical Education and Health
(MAPEH) Teacher and Cultural Coordinator
*FG1- Focus Group 1, P- Participant
Table 1: Participant’s Profile (Educators)

The above-mentioned participants from the educators were composed of two (2)

from Carigara I, one (1) from Carigara II, two (2) from Carigara III District and two (2)

from the national high schools and one (1) from the vocational high school.

Participant Code Description of Participant

1. FG2-P1  Hotel and Restaurant Manager
2. FG2-P2  Restaurant Employee
3. FG2-P3  Native Delicacies Stall Owner
4. FG2-P4  Native Delicacies Store Owner
 25

5. FG2-P5  Resort and Restaurant Owner

6. FG2-P6  Native Delicacies Store Employee
Table 2: Participants from Tourism Business Sector
*FG2- Focus Group 2, P- Participant

For the tourism business sector, three (3) are making and selling local delicacies

and three (3) are from the service sector coming the well- known restaurants in the

municipality of Carigara.

As stated earlier in this study, this paper was anchored on The Freeman’s

Stakeholder’s Theory (as cited by Luna, 2015). As these identified focus group

participants were the coordinators of the festival contingents and from the tourism

business sector, therefore, they all qualified as stakeholders as they have legitimate

interest in aspects of the organization’s activities. Therefore, they are capable of sharing

to this study how the festival impacted them, particularly the tourism business sector, as

they are directly affected by economic effects of the festival.

In addition, the information they shared in this study contributed a lot to the

improvement of the festival’s future undertakings particularly in the planning of the

festival organizers, therefore, confirming Freeman’s theory that stakeholder has either

the power to affect the firm’s performance and/or has a stake in the firm’s performance.

Themes

Immediately right after the conduct of the focus group, transcribing the data and

careful analysis of the data, the following themes were identified.

Table 3: Summary of Themes

Festival’s Impact Themes

1. Cultural Aspect  Festival Authenticity and Interpretation

 26

 Source of Cultural Information

 Integration of Religion
 Cultural Preservation and People Empowerment
2. Economic Aspect  Income Generation
 Festival Investment and Sustainability
3. Tourism Aspect  Tourism Arrivals
 Regular attendance in the festival
 General Welfare
 Creating Affiliations
 Event Calendar

Based on the responses of the participants, the festival authenticity and

interpretation, source of cultural information, integration of religion, and cultural

preservation and people empowerment were identified for the cultural aspect on the

effects of the Magara festival. In terms of the festival’s economic impact, income

generation and festival cost and investments appeared as the main themes of the

participants’ responses. In the tourism aspects of the Magara festival, tourism arrivals,

regular attendance in the festival, general welfare, creating affiliations and event

calendar were identified respectively.

After identifying these themes, data were coded accordingly to have a better

understanding of what the participants wanted to say and have a clear picture as to how

the findings will be discussed hitting all the identified research questions of this study.

Perceived Cultural Effects of the Festival

Grover (2022), stated in her article that secular festival is staged for the aim of

publicly celebrating remarkable individuals, commemorating significant historical or

cultural events, or re-creating cherished folkways. Interpretations of such festivals must

 27

be based on literatures, books, essays and other forms of documents that will convey

the correct information about a particular culture, history or practice.

The Magara Festival of Carigara, Leyte, Philippines as an example of secular

type festival, that showcases and highlights the cultural richness of the town, the

traditional livelihood practices of the people, the amusing history of the town and their

unique and creative products and local delicacies. The festival is exhibited in a colorful,

vibrant and creative way to showcase the rich history and culture of the municipality of

Carigara. Thus, flooding the streets with colorful costumes, lively music and stunning

street performances.

Festival Authenticity and Interpretation

In the conduct of this study, it was found out that entries of the festival dance and

ritual interpretation were not based on any of the literature on how it was supposed to be

interpreted and presented like the traditional way farming, fishing, and making of local

delicacies and the true history of the town. There was no basis as to why those steps or

choreographies were incorporated in the dance and ritual presentations. Three (3)

participants from the first focus group (the educators) mentioned that the interpretation

of the festival was not based on the actual literature of the fishing and farming ways,

preparation of the native delicacies and history of the town.

“Based on my observation, some parts of the dances needs to clarify the steps/

execution of the dance. It was not 100% exact because some of the steps are not real.

There should be an exaggeration of the steps to better emphasize what they really want

to portray”.
 28

Participants and choreographers must be fully aware of this literature that

illustrates the town’s cultural and historical backgrounds before coming up with a festival

concept whether on fishing, farming, local products, tourism promotions or its history.

This finding was also confirmed by one of participants from business sector. It was

mentioned that there should be literatures that will be used by all choreographers and

competing teams in order to give an accurate information to the audience. A research

about the theme must be done to deliver the right information and to avoid negative

feedback from the experts or from those who possess the knowledge of the culture

being portrayed.

“FG2-P1: When joining a festival, one should conduct a research because we

have to consider those people who exactly knew the story and once misinterpreted,

negative comments will arise”.

“FG1-P4: There should be an orientation to the participants on the realistic

literature pertaining to whatever they are going to portray. There should be a group who

will do the critiquing if it really suites to the purpose”.

In addition to this, participants also mentioned that there should common steps

or unique dance moves that will be created that will serve as identity of the town’s

festival dance as there are steps in the festival that were already seen in other festivals.

There should also be an exaggeration of the steps to better emphasize what the

performers want to portray.

FG1-P4 mentioned that “We must have a unique identity of dance interpretation

and incorporate it in the guidelines”

 29

In terms of the use of festival costumes and props, it was revealed in this study

that some of the costumes and props used by performers were not consistent with the

festival concept they are portraying. It was found out that these costumes and props

were just rented and suggested by the choreographers as they are readily available and

due to budgetary constraints as well. Thus, giving misconceptions of the festival theme

they are portraying.

These findings contradict to the claims of Gonzales (2017). In her study, it was

stated that preservation of traditions and cultures is very important as culture gives

people a link to certain beliefs, religions, social values and customs. Cultural

preservation stresses the need to protect, restore and honor all forms cultural diversity.

It also denies the claim of Hong (2011), where she reiterated that festival share a

characteristic of celebration with a specially defined time and space in which it raises

public awareness regarding cultural significance.

The Magara Festival of Carigara aims to preserve the customs and traditions of

the town through cultural festival interpretation. It is an effective way to convey the

town’s cultural practices to the audience particularly the tourists witnessing the event.

Undesirably, the showcase of the festival ritual interpretation did not follow the authentic

costumes and props used in the said customs. Thus, giving wrong information about a

particular festival theme of the Magara Festival.

Therefore, this study shows another perspective when considering how cultural

traditions and customs are displayed to visitors. Unlike the statement of Felsenstein &

Fleischer (2003), that festivals can be instrumental in presenting local cultural traditions

and customs to visitors, thereby preserving, and diffusing the heritage, this study
 30

showed that the the Magara Festival interpretation gave wrong information to the

audience in terms of its use of costumes and props.

Furthermore, to make the festival interpretation more genuine and accurate in

displaying the town’s culture, hiring and utilizing local choreographers should be done as

these choreographers have the information about the local culture, history, products and

ways of living of Carigaran-ons and they can relate more on the festival concepts that

they are going to portray. On the contrary, one (1) participant from the educators’ group

disagreed to this statement as local choreographers take advantage of this opportunity

and their words become abusive whereas, those from outside the town, they can adjust

on what the coordinators wants to happen.

The Magara Festival as a Source of Cultural Information

The celebration of the Magara Festival was quiet informative for the audience

particularly on the “kaagi” or history. The showcase of the town’s history created a huge

impact to the audience as it highlighted the evolution of the town’s history from the pre-

Hispanic era to World War II up to the present time.

Both focus groups agreed the showcase of the Magara Festival became a source

of information. According to a participant from the academe, “the festival was informative

especially to those who witnessed the festival particularly on the “kaagi” or history”. One

of the entries of the festival presented the town’s status during the World War II through

the use of tarpaulins. With the presentation, audience were made aware of the history of

the town in this particular era.

 31

FG1-P1: “There was an evolution made which created a big impact for the

viewers, but for the non-viewers, though we can tell them what happened, still there’s a

big difference on how they can picture on what had happened in our history”.

This statement from an educator was supported by the second focus group. A

participant one from focus group two mentioned that the festival was informative

because it gives information on the history of Carigara, the products, and culture.

Participants presented it through story.

FG1-P1: “Those who were able to watch, they will know and understand better

about Carigara. Those who were not able to witness the festival especially those who

are not from Carigara, they will not fully understand why our festival was named

“Magara Carigara Festival”.

Furthermore, according to a participant from the business sector, the showcase

of products in the Magara Festival was amazing. Through this, tourists will know the kind

of products that Carigara offers like the pastillas, biti (popped and sweetened rice),

cookies, sundang (sanzibar), pedicab (tricycle) etc. This was also seconded by a

participant from educator’s focus group.

FG1-P1 stated that “After watching the festival, they will look for these products

and buys some for their loved ones”.

Integration of Religion

Participants of the focus group suggested the integration of religion in the Magara

Carigara festival celebration. It was mentioned in the discussion that religion will be

included in the festival to emphasize faith.

 32

FG1-P5: “We can integrate the religion to emphasize our faith. Because of our

religion, we can produce the products that we have”.

Aside from the Holy Cross or the Sta. Cruz, the patron of the town, one

participant agreed that the festival can also use other patron saints during the

celebration. According to a participant from the academe, “there is a praising part which

must be given highlight. Aside from the Sta. Cruz we can have also the Del Carmen who

is also our patron saint”.

Cultural Preservation and People Empowerment

The study revealed an important finding in relation to preserving the culture and

heritage of the town. Two (2) participants from the second focus group (business sector)

agreed that the culture and heritage of the town must be preserved through the Magara

Festival because it can be a way to gain respect from others especially those from

different places outside Carigara. Also, through our Magara Carigara Festival,

Carigaran-ons are being recognized by other people.

Another interesting findings of this study is the cultural preservation and people

empowerment. Aside from being a source of cultural information, the Magara festival

served as a venue in preserving the local livelihood practices of the town and at the

same time, empowering its people.

FG2-P5: “Our culture and heritage must be preserved for the next generation

through this festival”.

This finding of the Magara Festival supports the conclusion of Gonzales (2017),

which states that festivals have cultural and economic benefits from the preservation of

local traditions and culture that would uplift the locality.

 33

It was also found in this study that the festival also promotes the agricultural

features of the town in terms of fishery and farming. According to the participants, the

support of our LGU to our local farmers and fisher folks by showcasing this in the festival

is a big thing for them in uplifting their lives. Participants from 2 focus groups agreed that

the festival made the local farmers, fisher folks and vendors proud of their source of

livelihood as it has been showcased the festivity. These farmers, fisher folks and

vendors were even mentioned in the festival song or jingle. Therefore, earning our

respects, uplifting their lives and empowering them through the Magara Festival.

FG2-P2: “The people who were able to witness the event became aware of what

Carigara has. It also made them realize and appreciate our farmers and fisher folks

since almost all that we eat comes from them. That’s why they earn our respect. This is

not just the Carigaran-ons that benefits but also those from our nearby municipalities”.

FG1-P5: “The attendees will be able to enjoy, they will become more proud and

appreciative, there is also a sense of belongingness, for example to our farmers and

fisher folks as mentioned in the song, with this, people who were there during the

festival, and they will be able to appreciate the kind of job of our farmers and fisher

folks”.

Chan (2020), stated in her study that amid all the negative effects of festivals, it

has a positive impact, which strengthens the sense of belonging and pride, uses

festivals as a cultural attraction in tourism, creates city brands, creates community well-

being, and boosts economic growth. According to the Grames and Vitcenda (2019),

festivals promote community pride by celebrating things that make a town special

and evoke good feelings. Through the festival, people who were there during the

festival will be able to appreciate the kind of job of our farmers and fisher folks have. On
 34

the part of the farmers and fisher folks, it creates a feeling of belongingness as they

were given emphasis in the festival jingle.

FG2-P2 “The people who were able to witness the event became aware of what

Carigara has. It also made them realize and appreciate our farmers and fisher folks

since almost all that we eat comes from them. That’s why they earn our respect. This is

not just the Carigaran-ons that benefits but also those from our nearby municipalities”.

Perceived Economic Effects of the Festival

Revenue Generation

Festivals not only act as cultural and social events but also as generators of

income and employment in local economies (Duran et al, 2014). The knowledge of this

impact by those who manage the festivals, is crucial when accessing public resources,

which are given in the form of grants, and private financing which are obtained in the

form of sponsorship. Grames and Vitcenda (2019), stated in their article that

community festival helps boost the economy. If visitors post comments and photos

about their experiences on Facebook or other social media, so much the better. The

economic benefits of successful festivals ripple throughout a local economy —

affecting tourism and non-tourism-related businesses alike.

The study of the Magara Festival revealed the town’s economic situation has

improved through the promotion its local products and services. Some of these were

exported to other countries which paved way for the improvement of the economic

status of its residents and business owners. It produced a positive impact not only to the

Filipinos but also abroad. This can be done through the help of vloggers who came to

the town and by setting up some tarpaulins to promote the Magara festival.
 35

Small businesses in the town benefits a lot during the celebration of the Magara

Carigara Festival. As tourist stay longer in Carigara, this generates more income to the

accommodation, food service establishments, transportation such as pedicab or tricycle

drivers, small and medium business enterprise such as the producers of local products.

FG2-P6: “As local product producer, we generate more income if we have

activities here in Carigara, the more if we sustain the Magara Carigara Festival. It will

not just help the business grow but also the workers will likewise benefit. The more

orders we have, the more people got employed”.

This was supported by another participant from the business sector. FG2-P5

stated that. “The festival helps the local products producers like the fishermen, farmers,

weavers and pastillas & cookies producers”.

Thus, this finding confirms the findings of Luna (2015), where it was revealed that

most respondents believed that the festival had an impact on the economy of the

municipality particularly to the increase in the economic activity of the municipality

including the expansion and improvement of local products and services, which help

generate more income for the locals.

Aside from its economic impact to local businesses, the celebration of the Magara

festival can be a means of inviting more investors in Carigara thus, creating more

opportunities for the Kalgaran-ons (townspeople) wherein like in other municipalities,

they train ordinary people to become tourist guide and in that way, they also earn. The

Magara Festival contribute a big impact to the local government as well.

One of the respondents stated that the festival helps to encourage more investors

in Carigara because of its rich culture and traditions, its products and its services. It was

believed in this study that through the festival, a lot of investors will put up their business
 36

in Carigara because they believe that their business will flourish due to the different

tourism activities. Therefore, this study conforms to the study of Litvin, (2013), where he

mentioned that festival tourism and special events can provide measurable positive

economic benefit to their host community.

In effect, as the celebration of the festival attracts more businesses and investors

in the town, it also increases employment opportunities among the residents. This also

helps improve the standard of living of the local people as it creates employment. As the

festival attract more business, it also provides additional revenue to the LGU such as

taxes. It provides better development plan for the town and it actuates the development

of good quality of roads and infrastructures. The festival also increases investment

opportunities for the town.

In a study conducted by Gonzales (2017), her study revealed that after having the

festival, potential investors set an appointment to them and discussed some projects

that would be of great benefit for the locality. This significant finding somehow

comparatively supports the findings of the Magara Festival in terms of its investment

opportunities. She also mentioned in her study that investors see opportunities and

potentialities upon attending those kinds of event. Festivals are a good tester of these

potentialities for it shows how attractive the area for tourists is.

As the investment opportunities flourish, various concerns were aired by some

members of the business sector to strengthen the relationship between the organizers of

the festival, the local government unit and the business sector. It was revealed in this

study that businesses should be advertised. This way, tourists will be made aware of the

products and services they are offering like the resorts and hotel that will accommodate

tourist while they are in Carigara.

 37

It was also suggested that days prior to the actual date of the festival, business

sector will be given a schedule where they can showcase their products and services in

one venue like a business expo where they can provide flyers to tourists. At the same

time, this will serve as an information guide for the tourists as to how these local

products are made. With this strategy, it can encourage more tourists to avail of the

products and services that the town has to offer.

Festival Investment and Sustainability

One of the most crucial parts and bottleneck in organizing a festival is the

financial capacity of the organizers and how they will sustain it. In the Philippines,

festival organizers particularly the local government units are usually dependent on their

annual cultural fund, solicitations and sponsorships. To sustain this festival endeavor

and initiate seeking funds, local government units must have a tourism office that will

look into all these aspects in making the festival celebration a success.

According to FG2-P1, “I will push to have a tourism office because in order to

sustain the rich culture, tradition, products, and history of Carigara, it would be better if

there is an office that will focus and spearhead in promoting our own town.

Aside from the promotion of festival, add- on burden to the office are the

expenses to be used in organizing cultural festival. This include subsidies to

contingents, prizes, professional fees and tokens for judges, sound system, venue

logistics and other miscellaneous expenses including food for the committees involved

in the launching and the likes. This supports the claim of Magpantay et.al. (2014), the

finding of the study revealed that respondents strongly agreed that too much expense in

hosting festival. It implies that hosting an event is very expensive especially festivals.
 38

During the first Magara Festival in 2019, the Grand Winner received 100, 000.00

pesos, the second place received 75, 000.00 pesos and the third place received

50,000.00 pesos. Major awards winners including Best in Costume, Best in Street

Dancing, Best in Musicality and Best in Choreography received 10,000.00 pesos. These

are some of expenses to be included in the budget that festival organizers need to raise

before the start of the festival celebrations.

On the other hand, joining a festival can also be extravagant. From costumes,

props, backdrops, choreographer, food and other miscellaneous expenses like vehicles

for the transport of participants for their daily practice, etc. These aspects in joining the

festival hinder the competitiveness of the contingents and inhibits them from producing

and staging a more polished and fascinating entry.

FG1-P8 “We have to consider different aspects especially when it comes to

finances. The grand prize was only 100,000.00 but we almost spent 686,000.00. From

the barangay, they were able to provide 175,000.00. Luckily our school head was very

supportive.

And this was seconded as another participant shared to the group how much they

spent for the festival.

FG1- P5: “We spent more than 100,000.00 for all the expenses”.

In the conduct of this study, it was found that allocation of funds for the festival

including subsidy and increasing the prizes encourages the contingents to join. This

finding was seconded as another participant stated that the bigger the budget allocated

for the prizes, the bigger the impact it will give to the contingents. Another participant

mentioned that budget is the major concern in having this kind of festival. That in order
 39

to sustain its festivity, the organizers should allocate bigger budget as this can

encourage the full cooperation and participation of the different sectors.

In investing on festival, our small vendors will benefit from it. They may stay for

several days which is a big impact to our people’s lives through the livelihood or services

they might enjoy.

FG1-P4 stated that “If we invest, then we expect something good in return”.

Perceived Tourism Impacts of the Festival

Increase Tourist Arrivals

One of the main purposes of holding events such as cultural festival is to increase

tourist arrival in the locality. In a study conducted by Chan (2020), it was revealed that

festivals help attract tourists, which boosts a city's tourism and other business growth.

Irshad (2011), concluded in her study that community events and festivals can attract

local, national and international tourists and visitors. It then contribute to economic

diversification and profitability by increasing employment, improving basic services, and

increasing economic equity between urban and rural populations.

It was revealed in the findings that the town must have their own tarpaulins

showcasing the beautiful spots that they have also posting them through the social

media. One of the participants mentioned that there are still undiscovered beautiful

places that other tourists have not seen yet. This strategy can help boost the promotion

of other tourist destination in the town of Carigara. This way, during the festival

celebration, as tourists arrive, they will be informed of the different beautiful places that

they can visit aside from watching the Magara Festival.

On the other hand, FG1-P3 who participated in the first focus group stated that

“before we promote these places, we should also consider the accessibility of the place
 40

for the safety of the tourists who will travel”. This will be another factor to consider on the

part the local government unit of Carigara particularly the Mayor’s office and the Tourism

office as access roads must be developed before promoting these undiscovered tourist

spots. Hence, another budget for road construction will be allocated.

In addition to inviting more tourists to visit a particular place and increase tourist

arrivals, vloggers and social media platforms became a trend these past years. They

play an important role in promoting different magnificent tourist destinations in the

Philippines. Hence, one of the focus group participants suggested that the organizers of

this festival can tap or invite local vloggers to promote the festival in the internationally

level.

In a ResearchGate article by Peralta (2019), she stated that travel vlogs are

representations of destination experiences, from which public and private tourism

agencies can use in their promotional or marketing agenda. Stories and images in vlogs

vividly create destination images necessary and fundamental for place marketing, she

added. Furthermore, through the use of social media, it will attract more tourists to visit

Carigara and experience the local culture and traditions like how the town produce and

sell its local products like man in the market who sell the fish through singing, as well as

the quality service it provides like the restaurants and resorts.

Through this promotional strategy, a participant of this study stated that

hopefully, this Magara Carigara Festival will be brought and will join in Cebu, during the

celebration of the grandest festival of the Philippines, the Sinulog Festival. According to

the participant, through this, products here in Carigara will also be promoted and with

that it, will be a great help to our local producers.

 41

Lastly, in order to encourage more tourists to visit the town during Magara

Festival celebration, one suggests that the organizers of the festival should make sure

that there are enough facilities to accommodate the tourists. A participant from the

second focus groups also suggested there must be an improvement of the infrastructure

and local facilities of the town specifically those that can cater the needs of the tourists.

Regular Attendance in the Festival

In connection to increasing the tourist arrivals in the town Carigara through the

Magara Festival, it was revealed in this study that the festival can be it is something that

tourist and returning residents will look forward to. Attending the festival become vow or

“nagiging panata” to the Holy Cross that every year, they will come and see the festival

and pay homage to the Holy Cross.

FG1-P5: “It is something that we look forward to. It is something like “nagiging

panata” to the Holy Cross that every year, they will come and see the festival and pay

homage to the Holy Cross”.

Another participant specified the festival is an opportunity of coming back home

to celebrate the festivity with families. Therefore, through the Magara Festival, a lot of

people will make a way to visit and witness the festival making it sustainable.

FG1-P2: “This festival is an opportunity of coming back home to celebrate the

festivity with families”.

General Welfare

The Magara festival served as another form of entertainment in the municipality

of Caraigara. Locals and tourist can benefit from by getting information about the town’s

culture, history, tourism and the likes. During this study, a significant information which

transpired during the focus group that may help improve the tourist arrivals in the
 42

municipality during the Magara Festival celebration is the safety and welfare of the

tourists in the area. A participant from the first focus group claimed that there is this

wrong attitude of the people like the maintenance of cleanliness of the surroundings.

This statement was supported by a participant from the second focus group

wherein it was suggested by pushing a cleanliness ordinance where all barangays

(small units) of the community will contribute in maintaining the cleanliness of the

municipality. This can also be done by conducting SWOT Analysis.

FG1-P1: “For me, it’s not about the festival but the people, the wrong attitude of

the people like for example the maintenance of cleanliness of the surroundings”.

It was claimed in this study that in order to encourage more tourist visiting the

town, locals should improve their hospitality towards the visitors. It was also revealed

that there are locals who are taking advantage of collecting higher pedicab or tricycle

(local transportation) fare from the tourist.

FG1-P6 stated that “Some people are taking advantage in terms of fare

especially those who are from different places”.

FGD-P7 suggested that there should be a “Strict implementation of different

ordinances like the fare ordinance”.

In addition, another participant claimed that there are instances in the local

market where vendors increased their prices of the fishery and some agricultural

products and local delicacies which are promoted in the Magara festival.

FG1-P6 mentioned that “Prices goes high if there are events happening in the

town”.
 43

This gives a wrong or bad impression from the tourist. It was then suggested that

there should be a strict implementation of different ordinances of the municipality like the

fare and price ordinance.

Creating Affiliations

In the case of the Magara Festival of Carigara, a participant from the first focus

group suggested that in order to increase tourist arrivals in the municipality,

benchmarking in other municipalities with good practices in terms of strategizing

increase of tourist arrivals like Jaro, Leyte.

FG1-P2 stated that “We can benchmark with Jaro wherein they have their

tarpaulins showcasing the beautiful spots that they have also posting them through the

social media. Maybe we can do the same thing here in Carigara”.

FG2-P5: “I will conduct benchmarking to those places having a good run in terms

of tourism”.

The same participant also suggested to better promote the tourism industry of the

town and increase tourist arrivals, the tourism office of the town should improve and

strengthen its relationship the Department of Tourism of the province and of the region.

FGD2-P5: “Improve the relationship of our Tourism Office and the Department of

Tourism”.

It was believed that through building partnerships with the regional or provincial

Department of Tourism office, it will be easier for a certain municipality like Carigara to

promote their tourist attraction like the Magara Festival as they have all the resources,

knowledge and capacities to help promote community tourism as mandated by the

Philippine law.

Event Calendar
 44

Event date plays a vital role in organizing any festival events. There are

numerous factors to consider before deciding when the event will take place. According

the Richmond Hill’s Community Festivals and Event Planning Guide, when setting the

festival or event date, it is important to pay careful attention to the time of year,

competition from other community activities and the target audience. It also

recommended to research the municipal calendar for conflicts and choosing a date that

fits within that calendar.

In the case of the Magara Festival, various concerns were raised during the two

focus group. Participants’ point of views were divided to whether continue the festivity on

its original schedule during the town’s founding anniversary taking place on the 25th day

of January every year or move it to another schedule where it can draw more tourists

who will be witnessing the said festivity.

One of the participants suggested that it would be better if we can hit two birds in

one stone. It would be better if we can have our Magara Carigara Festival be held in

July because the tourists may come since we also celebrate that time the Fiesta and

Alumni Homecoming of Holy Cross and Carigara National High School. This statement

was seconded by another participant from the said focus group. According to the

participant, this will give families and friends ample time to set their schedule because

most of the time, they go home during Christmas.

“If the festival will take place in January, family, friends or the balikbayans

(returning residents for overseas) will not be able to witness this because January 25 is

far enough from Christmas vacation. For sure it would be hard for them to go back if

they already spent Christmas here.” FG2-P4

 45

On the other hand, a participant from the first focus group wanted to celebrate

the festival in its original date which is January 25. According to him, it would be hard for

them to gather learners who are the main participants of the Magara Festival since it is

already a vacation. We have also to consider the expenses since we are also

celebrating the Grand Alumni Homecoming of Holy Cross College of Carigara where

most of the coordinators and teachers are alumni of the said institution. It is also going

to be exhausting on the part of the coordinators, he added.

Another suggestion was presented by one of the participants from the second

focus group. According to her, regardless of the date of the celebration, the Magara

Festival celebration will attract more tourist and visitors if we will extend the day of the

celebration than doing it in just one day.

In closing, the study of the Magara Festival of Carigara confirms the findings of

Bezirgan and Yetginer (2020), where they mentioned that local social image and

entertainment opportunities, infrastructure and urban development, local promotion,

economic development, and socio-cultural changes are the five factors that contribute to

positive effects of the festival.

The Magara Festival uplifted the image and lives of the local farmers and fisher

folks. The people were excited about the Carigara having their own festival as additional

attraction of the town during the founding anniversary. The festival can also lead to the

construction of more tourism related infrastructure in the town which will lead to the

increase of tourism arrivals. The festival also became an avenue for the promotion of the

local delicacies and other products and services leading to increase of income to micro,

small, medium to big tourism enterprises. It also became a powerful tool to inform the
 46

audience about the socio-cultural practices, beliefs and traditions of the people of

Carigara.

In their findings on the negative impacts including environmental risk and social

conflicts and traffic problems, only environmental risk and social conflicts were

supported by this study. Traffic problems was denied in this study as this factor has

never surfaced in any of the discussions of the focus group.

In general, this study confirms the study of Khazaei & Joppe, 2015, that

community participation has long been viewed as an important tenet of tourism planning,

and there is general consensus among researchers that engaging all stakeholder

groups contributes to tourism sustainability. Once all these collective information

gathered through the two focus group discussions of the various stakeholders of the

Magara Festival, will be used and adopted by the festival organizers, there is a greater

chance of improving the outcome of the festival.

Therefore, confirming the “collaborative community-based planning process” of

Jamal and Getz, 1995, as a way to increase destination competitiveness and to move

toward sustainable tourism development (p. 200), thus, serving the purpose of why the

festival is being celebrated.

 47

Conclusion:

Based on the above findings, the following conclusions are made:

In the conduct of this study, festival authenticity and interpretation, source of

cultural information, integration of religion, and cultural preservation and people

empowerment were the identified effects of the Magara festival in terms of the cultural

aspect. In terms of the festival’s perceived economic effects, income generation and

festival cost and investments were identified by the participants based on their

responses. In relation to the effects of the festival to the tourism sector of the town,

tourism arrivals, regular attendance in the festival, general welfare, creating affiliations

and event calendar were identified respectively.

The festival interpretation of the Magara Festival of Carigara has some issues

with regards to authenticity. This includes the costumes, props, choreography and the

storyline that was not based on the knowledge of the history and culture. The festival

has cultural impact as it was a venue to showcase the cultural practices of Carigara in

terms of fishing, farming and local products. It was also an avenue to showcase the rich

history of the town.

 48

The festival has a huge impact on the local economy of the municipality as it

helped provide job and income opportunities for the residents and increase the sales

and promote local businesses. Locals generated income from the tourists who visited

the town by offering the local products, delicacies, transportation and services.

The Festival also helped promote the tourism industry of the town. Aside from the

local tourism product that Carigara offered to tourists, it also paved the way to promoting

the local tourist spots of the town that tourists can enjoy before or after watching the

Magara Festival.

On the other hand, organizing the festival needs a bigger fund allocation to be

successfully implemented. Some participants believed that the prizes for the winners do

not compensate the expenses incurred in participating the Magara Festival street dance

and ritual competitions. Lastly, there is need to review the date of the festival

celebration.

Key Findings Applied Findings Recommendations

Cultural:
 Festival  Festival dance and  Participants and
Authenticity and ritual interpretation choreographers must
Interpretation were not based on any base their presentation
of the literature about on the authentic or
the culture or history. accurate information
about the culture before
coming up with festival
concept for the festival
interpretation.
 A research about the
theme must be done to
deliver the right
information and to avoid
negative feedback from
the experts or from
those who possess the
knowledge of the culture
 49

being portrayed.
 There should be an
orientation to the
participants on the
realistic literature
pertaining to whatever
they are going to
portray.
 There should be a group
who will do the critiquing
if it really suites to the
purpose”.
 No basis as to why  There should common
those steps or steps or unique dance
choreographies were moves that will be
incorporated in the created that will serve as
dance and ritual identity of the town’s
presentations. festival dance as there
are steps in the festival
that were already seen
in other festivals.
 Hiring and utilizing local
choreographers should
be done as these
choreographers have
the information about
the local culture, history,
products and ways of
living of Carigaran-ons
and they can relate
more on the festival
concepts that they are
going to portray
 Costumes and props  Participants must use
were not consistent costumes and props that
with the festival are related to the festival
concept they are theme they are
portraying. portraying (e.g. fishing,
farming, history and
products)
 Due to budget  Costumes must be
constraints, costumes made according to the
and props were rented festival theme. Rental
as they were readily might be allowed as long
available and due to as it is related to the
budgetary constraints theme.
 Prizes for the festival
 50

must be increased so
that participants will also
invest on the costumes
and props that they will
be using.
 Informative for the
 Source of Cultural audience especially
Information the “kaagi” or history,  Extensive research must
the products, and be done to improve the
culture. interpretation of the
participants particularly
on the history and the
products of the town.

 Religion might be
 Integration of included in the festival
Religion to emphasize faith like  The organizers can at
the Holy Cross and the least give the discretion
Del Carmen to the participants of the
festival considering that
there are other non-
Catholics who are
watching and
participating in the
 The Magara festival celebration
 Cultural served as a venue in
Preservation and preserving the local  The festival organizers
People livelihood practices of should conduct this
Empowerment the town. festival regularly to
promote and empower
local people and their
livelihood practices to
other people especially
to the tourist, thus,
uplifting their lives and
boosting their morale.
Economic
 Income Generation  The Magara Festival  In the conduct of the
helped improved the next Magara Festival,
town’s economic organizers can invite
situation through the vloggers to visit the town
promotion its local for promotional
products and services. purposes. Tarpaulins
related to the Magara
Festival and its other
spots must be displayed
to promote the Magara
festival and the town, in
general.

 People from the  The festival organizers

 51

business sector and should conduct this

other vendors and festival regularly to
transportations groups encourage more tourists
generate more and increase income to
income. the townspeople.

 The organizers should

 The festival also
ask for sponsorships
increases investment
from big companies like
opportunities for the
fast food and hotel
town.
chains and invite the
same to witness the
event for them to see
the potentials of the
town for investments.

 The LGU must provide

 It provides better
access roads to different
development plan for
undiscovered tourist
the town
spots to increase the
tourism arrivals and
potentials of the town.

 LGU must create and

 Festival Investment  To sustain the festival,
designate a tourism
and Sustainability Carigara must have its
office and its officer who
own Tourism office.
will oversee the tourism
activities.

 LGU must allocate more

 It is very expensive to
funds for the festival
organize and
including the prizes to
participate in a cultural
encourage participation.
festival
Tourism
 Tourism Arrivals  Strategizing tourism  LGU must strengthen it
promotions to extend tourism promotions
stay and increase before the festival and
tourist arrivals improve products and
services offering to
extend stays and
increase tourists
spending and arrivals

 Regular  The festival might  LGU must incorporate

attendance in the serve a family get new strategies and
festival together and as a plans in their future
“vow” to tourist which celebrations to invite
will lead to repeat more tourists and repeat
tourism. tourism.
 52

 Ensuring safety,  LGU must coordinate to

 General Welfare maintaining all local stakeholders
cleanliness, positive and other local
attitude towards government agencies to
tourists. ensure safety, security
and welfare of the
tourists.

 Form partnerships with  LGU must create

 Creating Affiliations
 Changing
 Event Calendar
other agencies partnerships with the
DOT for the promotion
of its festival and other
tourism services.
Establishing linkages
and sharing of best
tourism practices with
other local governments
can also be done.
and
extending the festival  Festival organizers must
celebrations consider the season, the
availability of
participants and their
capacity to join and
spend for their festival
entry before deciding to
extend or change the
event schedule.
Consultations must be
done accordingly.

Implications:

In light of the foregoing conclusions, the following implications are anticipated:

If festival organizers will continue to display inauthentic interpretation of the

Magara festival such as the cultural practices, history and products of the town,

misinformation will take place. This include misrepresentation of the authentic costumes,

props, choreography and storyline. With the use of social media, the information

presented in the festival will spread throughout the internet and to other parts of the

country and the world.

 53

As this festival helped promote the tourism industry of the town, if the festival will

not be sustained accordingly, the efforts and investments of the local tourism industry of

the town, the founder of the festival and the local government unit in general will be

fruitless. In the case of allocating funds for the festival, if the organizers of the festival fail

allocate more funds, participants will not be motivated or encourage to join considering

that there will be no return of investment on their part.

In addition, if organizers will not consider the possibility of changing and

extending the date of the festivity, there could be a lesser number of attendees such as

the tourist as the festival celebrations falls in January which after the Christmas season.

Furthermore, the festival celebration is happening every 25th of January where the

Sinulog Festival, the grandest festival of the Philippines takes place every 3rd Sunday of

January. Therefore, there is a possibility that tourists will prefer a grander, bigger, longer

festival celebrations.

Recommendations:

To address the anticipated implications, the following recommendations are given:

In spite of the positive outlook of the participants of this study, the researcher of

this study believes that the display of the festival interpretation of the Magara Festival of

Carigara should be in accordance to accurate cultural practices and history of the town.

Costumes, props, choreography and storyline must depict cultural and historical

authenticity to avoid misinformation to the audience both locals and tourists. This way,

audience, particularly the youth and tourist can gain accurate knowledge about the

festival and increased awareness of the history, cultural traditions and practices that had

been revived and enriched in the locality.

 54

The organizers of the festival must allocate a more funds to encourage more

participants to attend in the coming years. The organizers should look into the possibility

of changing and extending the date of the festivity where it will be more advantageous to

the local government, local residents and to the tourists.

It is also highly recommended by this study that stakeholders should be in the

preparation of plans for future Magara Festival celebrations as they have the knowledge

and sufficient ideas as to how the festival impacted them in general. This will conform to

Reid, 2011, that adopting a stakeholder approach can assist and benefit managers in a

number of ways include identifying existing and potential event tourism and community

stakeholders and responding to stakeholders' expectation to meet their needs.

Finally, the researcher recommends that the results of this study be considered

by the Local Government Unit of Carigara in their future endeavor of re-organizing and

or sustaining the Magara festival, as this study is a product of the brainstorming of

various stakeholders of the festival. As discussed in the theoretical foundations of this

study, community engagement a “two-way communication process between planners

and community” which is a continuum with no involvement at the lowest level, and

empowerment, defined as “the ability to make and control the outcome, at the highest

level (International Association for Public Participation, 2007). By doing such, all areas

of concerns in the findings of this study will be completely addressed.

Findings can be used to determine if the festival truly has a cultural impact and if

it significantly affects the economy of the town especially the tourism industry.
 55

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APPENDICES
 60

Appendix A

FOCUS GROUP QUESTIONS

Research Topic: Magara Festival of Carigara, Leyte, Philippines: A Case Study

Research Questions

Opening Questions:

 What was your role during the launching of the Magara Festival last

January 25, 2019? Can you briefly share your experience with us?

 What are things you like about the Magara Festival?

 Describe some things you do not like about the festival.

 How do you feel about the Municipality of Carigara having its own official

festival?

Main and Sub Questions:

1. What do you think are the cultural effects of the Magara Festival?

a. How do you think the festival influences you as a Carigaran-on?

 61

b. Can you describe the cultural information presented at the festival and how

you think this information affects the people attending the event and those

that do not attend the event?

c. Can you describe if and how Magara Festival displays the culture of Carigara

throughout the festival (e.g. fishing, farming history and products)? Do you

think this presentation of the culture is an accurate reflection of the culture? If

yes why? If no, why?

d. In your own point of view, should the festival preserve the cultural heritage of

the town? What change could be made to the festival to enhance its

contribution to preserving cultural heritage?

2. What do you think are the economic effects of the festival?

a. How do you think the Magara Festival affects the town economically?

b. How important is it to you that the festival has an economic impact?

c. In your own point of view, what changes could be made to the festival to have

a more positive economic impact?

3. What do you think are the tourism impacts of the festival?

a. Do you think the celebration of the Magara Festival influences tourism to the

town? If Yes, How? If No, why do you say so? Can you provide specific

examples?

b. How important is it to you that the festival draws tourists to the town?

c. Describe how you feel about the current contribution the festival has to

tourism?
 62

d. In your own point of view, what change could be made to the festival to

increase tourism? Can you think of changes that would decrease the number

of tourists?

Closing Question:

1. If you were a senior decision maker in Carigara, how would you improve the

Magara Festival in terms of cultural, economic and tourism aspects?

Appendix B

Letter Request to Conduct the Study

 63

Appendix C

Sample Letter to Educators

 64

Sample Letter and Consent to Tourism Business Sector

Appendix D

Sample of Participant Consent Form

 65

Appendix E

Focus Group 1: Educators

 66

Focus Group 2: Tourism Business Sector