Tourism in the Philippines: Applied Management Perspectives (Perspectives on Asian Tourism)

This edited book serves as the first instalment of a two-part title that aims to provide an academic exploration of the contemporary issues and perspectives on tourism in the Philippines. With a strong geographical focus, this book is the first country-focused volume under the series, Perspectives on Asian Tourism. Comprised of chapters based on conceptual and empirical research, this book aims to develop a foundational and practical knowledge base on Philippine tourism management. The chapters cover a range of national, regional, and local tourism management issues that cut across the following themes:• Governance issues in Philippine tourism destinations• The Tourism Act of 2009 • Tourism impacts and sustainability• Innovative tourism development strategies• Tourism marketing campaigns (i.e., It's More Fun in the Philippines!)• Philippine tourism and the ASEAN integration• Tourism and hospitality education in the PhilippinesThe contributions are drawn from the works of Filipino academics based in the Philippines and overseas institutions, and international academics researching tourism issues in the Philippines. The chapters are informed by a diverse set of disciplines including, but not limited to tourism studies, hospitality management, marketing, human resources management, public policy, environmental management, community development, and education. This edited book is divided into four parts: first, an introduction to the development of policy and contemporary management issues in Philippine tourism; second, nature-based tourism and the natural environment; third, product development and branding; and fourth, accreditation and industry standards. The volume culminates with a synthesis of the progress of Philippine tourism development and management implications using the cases and experiences outlined in the chapters. This book serves asa systematic guide to the current state of tourism development and management in the Philippines, and as essential reading for undergraduate and postgraduate students, researchers, educators, and, more importantly, tourism policy-makers. Foreword References Acknowledgments Contents Editors and Contributors About the Editors Contributors Abbreviations Part I: Introduction Contemporary Issues in Tourism Management in the Philippines 1 Introduction 2 Overview of Contemporary Issues in Tourism Management 2.1 Tourism Policy and Planning 2.2 Destination Image and Branding 2.3 Natural Environment and Nature-Based Tourism 2.4 Human Capital 3 Intention and Structure of the Book References Part II: Nature-Based Tourism and the Natural Environment Implementing an Effective Ecotourism Strategy for the Philippines 1 Introduction 2 Current Ecotourism Practices and Relevant Policy Directives 2.1 National Ecotourism Strategy 3 Policies, Plans, and Projects Relevant to the Ecotourism Strategy 3.1 Republic Act 9593 (Tourism Act of 2009) 3.2 DENR Administrative Order No. 2013-19 3.3 The Philippine National Tourism Development Plan 3.4 ASEAN Tourism Strategic Plan 3.5 Philippine Development Plan 3.6 Zero Carbon Resorts Project 3.7 Transforming Tourism Value Chains Project 3.8 United Nations World Tourism Organization International Conference on Measuring Sustainable Tourism 4 Obstacles to an Effective Ecotourism Strategy for the Philippines 5 Conclusions References Perception and Participation of Local Residents in the Tourism Development Program for the Sampaloc Lake in San Pablo City, Laguna 1 Introduction 2 Policies Concerning Philippine Wetlands and Tourism Development 3 Case Study: Sampaloc Lake in San Pablo, Laguna 3.1 The Tourism Master Plan in Sampaloc Lake 4 Research Design 5 Resident Perceptions and Participation in Tourism Development at in Sampaloc Lake 6 The LGU’s Perspectives on Tourism Development 7 Community Participation and Engagement in Sampaloc Lake’s Tourism Development 8 Conclusions and Recommendations References Part III: Product Development and Branding Culinary Tourism as an Avenue for Tourism Development: Mapping the Flavors of the Philippines 1 Introduction 2 Literature Review 2.1 Culinary Mapping 2.2 Research on Philippine Cuisine 3 Framework and Methodology 4 Mapping and Discussion 5 Conclusions Appendix 1 Data Sources for Tables 1 and 2 References Cagayan Valley: Your Islands and Valley of Fun – A Case of Regional Branding in the Philippines 1 Introduction 2 Collaborative Marketing and Regional Branding 3 Research Design and Approach 4 Findings 4.1 Crafting a Regional Brand 4.2 Brand Identity Development 4.3 Brand Campaign Launch and Implementation 4.4 Monitoring, Evaluation and Review 5 Key Components of the Collaborative Process Adopted in Cagayan Valley Regional Branding 5.1 Challenges 6 Discussion, Conclusions, and Recommendations 6.1 Discussion 6.2 Conclusion 6.3 Recommendations References Part IV: Accreditation and Industry Standards Tourism Accreditation in the Philippines: Government and Private Sector Perspectives 1 Introduction 2 Tourism Accreditation and Certification 2.1 Benefits of Tourism Certifications and Accreditation 2.2 Factors Influencing Outcomes of Tourism Certifications and Accreditations 2.3 Studies on Tourism Accreditation in the Philippines 3 Overview of the Philippine Mandatory Accreditation System 3.1 Administration of the DOT Accreditation 4 Methodology 5 Results 5.1 Status of DOT Accreditation 5.2 Accreditation Rates 5.3 Issues and Challenges in the Implementation of Accreditation 6 Discussion 7 Conclusion and Recommendations References The Philippines Tourism Officers’ Competencies Based on Tourism Act of 2009 and Local Government Code of 1991 1 Introduction 1.1 Conceptual Framework 1.2 Research Objectives 2 Methods 3 Findings and Discussion 3.1 Relationship Between Demographic Profiles of Tourism Officers and Their Years of Service 3.2 Differences in Perceived Competencies by Island Group of the Philippines 4 Conclusions and Recommendations References Perception of Stakeholders on the Adoption of 4th Industrial Revolution Technologies in the Hospitality Industry in the Philippines 1 Introduction 2 Review of Related Literature 2.1 The Fourth Industrial Revolution (4IR) 2.2 The Emerging Technologies Due to the Fourth Industrial Revolution 2.2.1 Artificial Intelligence in Hospitality Industry 2.2.2 A Robots in the Hospitality Industry 3 Methodology 4 Findings and Discussion 4.1 Digital Transformation in the Hospitality Industry 4.2 Technological Changes in Hospitality Industry 4.3 Digital Tools and Platforms in Hospitality Industry 4.4 Human Touch 4.5 New Generations of Customers 4.6 Readiness in the Fourth Industrial Revolution 5 Summary, Conclusions and Recommendations References Challenges in Implementing the ASEAN Mutual Recognition Arrangement for Tourism Professionals in the Philippines 1 Introduction 2 Background of the ASEAN Mutual Recognition Arrangement on Tourism Professionals in the Philippines 2.1 Program Offerings and Basis of Instructional Design 3 Methods 4 Findings and Analysis 4.1 Curriculum Compliance with ASEAN Mutual Recognition Arrangements 4.2 Awareness of Faculty Members and Trainers of the ASEAN Mutual Recognition Arrangements on Tourism Professionals 4.3 Requirements for Faculty Selection 4.4 Faculty Industry Experience, Industry Immersion Opportunities and Use of Learning Materials 4.5 Adequacy of Laboratory Facilities 4.6 Assessment as a Requirement in Training and Academic Institutions 4.7 Additional Issues and Concerns 5 Discussion 5.1 Technical Education Skills Development Authority 5.2 Commission on Higher Education 5.3 Department of Education 5.4 Department of Tourism 5.5 Tourism Industry Board Foundation, Inc. 6 Conclusion References Tourism in the Philippines: Conclusions and Implications for Management 1 The Aim and Contributions of the Book 1.1 Tourism Policy Implementation 1.2 Stakeholder Collaboration 1.3 The Need for Competent Workforce and Training 2 Emergent Strategies 3 Future Research Directions and Concluding Thoughts References