Thea Isobelle m Gordon

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Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

It is undeniable that 2008 was stamped in the history books as the

time of turbulence and, conflicts, and until today, we are still being

whipped by the tail end of that economic storm. However, the World

Travel and Tourism Council (2012) positively expressed that Global

travel and tourism continues to grow in spite of the continuing economic

challenges. This insinuates that the tourism industry could help us

recover globally. According to the World Tourism Organization (2011),

a specialized agency of the United Nations and the leading international

organization in the field of International tourism, tourism grew by almost

5% in the half of 2011 totaling a new record of 440 million arrivals.

Results confirm that, in spite of multiple challenges, international tourism

continues to consolidate the return to growth initiated in 2010.

Travelling has been made convenient for us due to the advent of

technology. Travelling statistics as recorded by the United Nations

World tourism Organization (2012) states that International tourist

arrivals grew by over 4.6% in 2010 to 982 million. Exploring the

splendid natural environment and the interesting rich culture of people


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became an insatiable temptation for us tourists. The organization further

states that total International arrivals are expected to reach one billion in

2012 for the first time. And if this trend continues, the World Travel and

Tourism Council (2012) forecasted that Travel & Tourisms direct

contribution to world GDP is set to grow at 4.2% per annum over the

next ten years.

Along with the increasing rate of our tourist movement is the

increasing rate of demands of goods and services, making the tourism

industry economically lucrative at this present time. However, if one

takes the initiative to look into the other side of the coin, there are also

some negative effects that have to be put into consideration such as

environmental and cultural degradation. There are episodes such as

simple visitations become invasions which causes deforestation,

disruption of ecological life systems, and various forms of pollution, all of

which contribute to environmental degradation. Cultural degradation

banks on how people are being pushed onto marginal lands with harsh

climates, poor soils, lack of water, and infested with livestock and

disease do little to enhance livelihoods tourist areas that are being

established. To deal with these challenges, some advocates have

formulated a principle that would contradict these tribulations in the form

of ecotourism.


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Figure1. The Ecotourism Diagram.

The above diagram explains how the ecotourism works. Sanders

(2013) from Nation Geographic supported this concept by stating that

Ecotourism is the practice of bringing together sustainable travel

practices that promote the conservation of protected natural areas while

also benefiting local economies. This concept aims to conserve the

environment, promote the culture of the people and enhance the

economic state of an area. This principle seems to work out quite well;

in fact, World Travel and Tourism Council (2012) expressed that the

Strongest growth in Travel & Tourisms direct contribution to GDP will

come from Asia, in particular South Asia (6.7%), driven by India (7.6%)

and the Northeast Asia also set to grow by 6.7% (driven by continued

strong growth in China and the recovery of demand in and for Japan)


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where rising incomes will generate an increase in domestic tourism

spend and a sharp upturn in capital investment.

The ecotourism industry is exerting its effect economically, thus, it

seemed to work well as a business. The Center for Responsible Travel

(2012) has stated that it Captures $77 billion of the global market and

experiencing double-digit gains that are likely to accelerate as concern

about global warming rises. Establishing an ecotourism area is not the

only step to establish. Promotion comes next for the area to be known

and become illustrious. According to an Australian organization small

business development corporation (2013), "Marketing is getting the right

product or service in the right quantity, to the right place, at the right time

and making a profit in the process". Ecotourism destinations are being

identified all over the globe, and, with the help of globalization, the

information about these ecotourism destination gets to us through

marketing strategies such as promotion and advertising.


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Background of the Study

In this study, the identified area is the ecotourism destination Lake

Pandin in the Barangay of Sto. Angel in the City of San Pablo, Laguna.

In an entry in its official website www.sanpablocity.net dated January 7,

2008, The City of San Pablo, a first class city in the province of Laguna,

Philippines, is one of the countrys oldest cities. The City of San Pablo

lies in the Southern portion of Laguna province. This city is otherwise

known as the City of Seven Lakes because it has seven lakes

Sampalok, Palakpakin, Yambo, Bunot, Pandin, Muhikap, and Calibato.

San Pablo City was once part of the Archdiocese of Lipa since 1910 but

on November 28, 1967 it became an independent diocese and became

as the Diocese of San Pablo.

According to Zafaralla (2010), Lake Pandin is the smallest yet the

most panoramic among the seven lakes in the city of San Pablo. This

small body of water with 20.5-hectare surface area lies northeast of the

city. It is more than 75m at its maximum depth and 60m on the average.

To reach the lake, one may take a tricycle from the citys St. Pauls

Cathedral, alight at Barangay Sto. Angel, and make the 20-minute trek

over a flat foot path that gradually ascends to the hill top then descends

right into the lakeshore.


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Green water rafting is becoming popular as an ecotourism activity

in Lake Pandin. In fact, it has been already featured by Karen Davilla in

her TV program in ABS CBN, Ako ang Simula for its Mothers Day

special entitled Mga Nanay na Tagasagwan ng Lawa ng Pandin.

According to Zafaralla, in 2010, Women paddling Bamboo Rafts are part

of the Ecotourism experience that is uniquely Pandins. They have

formed an organization, the Samahan ng mga Kababaihan na

Nagsasagwan sa Lawa ng Pandin. As per a personal interview with to

Gina Tolentino (2012), president of the Association Samahan ng mga

Kababaihan na Nagsasagwan sa Lawa Pandin (SKNLP), Green Water

Rafting started in 2006 with help an entrepreneur named Mr. Man de

Marinio who funded for their capital in setting up two bamboo rafts. From

this day on they continued to operate and became accredited by the

Department of labor and Employment as an association on October

2012 having 10 bamboo rafts on float.

Theoretical Framework

The National Competitive Council of the Philippines (2010) saw

that During the 2008 Local Government Unit Summit held in Makati City,

Samie Lim, vice chair of the Philippine Chamber of Commerce and

Industry (PCCI), said that to develop a strong tourism industry, policies

and investments must focus on the five As of tourismarrival, access,


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accommodations, attractions, and activities. Furthermore as a support

citation by Villanueva (2008) Lim added that The other 5 refers to $5

billion investments on tourism to create five million jobs to take care of

five million tourists who will spend as much as $5 billion in sales within

five years

According to Farris et al. (2010) Customer satisfaction, a term

frequently used in marketing, is a measure of how products and services

supplied by a company meet or surpass customer expectation.

Customer satisfaction is defined as the number of customers, or

percentage of total customers, whose reported experience with a firm, its

products, or its services (ratings) exceeds specified satisfaction goals."

Furthermore, it was maintained that Customer satisfaction provides a

leading indicator of consumer purchase intentions and loyalty. Customer

satisfaction data are among the most frequently collected indicators of

market perceptions. Their principal use is twofold: (1) Within

organizations, the collection, analysis and dissemination of these data

send a message about the importance of tending to customers and

ensuring that they have a positive experience with the companys goods

and services; (2) Although sales or market share can indicate how well a

firm is performing currently, satisfaction is perhaps the best indicator of


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how likely it is that the firms customers will make further purchases in

the future.


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Research Paradigm

INPUT PROCESS OUTPUT

Figure 2

FEEDBACK

Figure 2. Research Paradigm of the Study.

PROFILE Residents SKLMP

Tourists

MARKET STATUS Tourist Arrival

Tourism Activities

Tourism Support

Services

ECONOMIC STATUS Revenue

Direct Cost

Auxiliary Income Auxiliary Cost

THE DIFFERENCE OFTHE MARKET ANDECONOMIC STATUSFROM 2003-2007 TO2008-2012

RESEARCH

Data gathering from

statistical and

financial records of

government

agencies and

related associations

Distribution ofquestionnaires and

conduction of

interviews

STATISTICALANALYSIS

Sampling methods

such as convenient

sampling for the

tourists and

purposive sampling

for the residentsand SKNLP

Statistical treatment

used are

percentage, mean

difference and t-test

FOCUS GROUPDISCUSSION

Results s from the

focus group

discussions are

used for supportingstatements for the

statistical results

Crafting of aTOURISM

MANAGEMENTPLAN


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Conceptual Framework

This study utilizes the Input-Process-Output model (IPO). The

Input includes the Profile of the three Respondents, the Market and

Economic statuses and the difference in the Market and Economic

statuses from 2003-2007 to 2008-2012 of Green Water Rafting in Lake

Pandin. The Process covers information obtained through research

which entailed data gathering, distribution of questionnaires, conducting

interviews, and facilitation of a focus group discussion. After data

consolidation, the following statistical treatments were done: Percentage,

Weighed Mean and T-test. Supporting statements were obtained

through focus group discussions of the three-group respondents. The

expected output after all the input was gathered and the processes were

applied is a tourism management plan. An illustration from the Output

toward the start of the process takes the form of feedback.


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Statement of the Problem

This study determined the market and economic status of Green

Water Rafting at Lake Pandin. The results of the study served as basis

in crafting a tourism management plan and it sought to answer the

following questions:

1. What is the profile of the respondents of the study:

1.1. Residents

1.1.1. Age,

1.1.2. Civil Status,

1.1.3. Educational Attainment,

1.1.4. Number of Children,

1.1.5. Occupation,

1.1.6. Monthly Income, and

1.1.7. Length of Residency in Years?

1.2. Samahan ng mga Kababaihan na Nagsasagwan sa Lawa ng

Pandin (SKNLP)

1.2.1. Age,






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1.2.6. Occupation Within the Organization?

1.3. Tourists

1.3.1. Age,

1.3.2. Gender,



1.3.5. Occupation,

1.3.6. Monthly Income,

1.3.7. Source of Tourist Market Information, and

1.3.8. Country?

2. What is the market status of Green Water Rafting at Pandin Lake

with Regard to:

2.1. Tourist Arrival?

2.2. Tourist Activities

2.2.1. Hiking

2.2.1.1. Local Tourist Hiking Activity, and

2.2.1.2. Foreign Tourist Hiking Activity?

2.2.2. Rafting

2.2.2.1. Local Tourist Rafting Activity, and

2.2.2.2. Foreign Tourist Rafting Activity?

3. What is the economic status of Green Water Rafting with regard to:


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3.1. Revenue from Fees;

3.1.1. Revenue from Entrance Fee,

3.1.2. Rafting Fee?

3.2. Direct Cost?

3.3. Auxiliary Income

3.3.1. Food;

3.3.2. Hiking;

3.3.3. Souvenirs; and

3.3.4. Total Auxiliary Income?

3.4. Auxiliary Cost?

4. What is the difference in the market and economic status of Green

Water Rafting at Pandin Lake from 2003-2007 to 2008-2013?

5. Based on the findings, what tourism management plan can be

crafted?


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Statement of Objectives

This study endeavored to satisfy the following objectives to craft a

management plan for green water rafting in Lake Pandin, thus:

1. To identify the profile of the respondents of the study:

1.1. Residents

1.1.1. Age,




1.1.5. Occupation,


1.1.7. Length of Residency in Years.

1.2. Samahan ng mga Kababaihan na Nagsasagwan sa Lawa ng

Pandin (SKNLP)

1.2.1. Age,





1.2.6. Occupation Within the Organization.

1.3. Tourists


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1.3.1. Age,

1.3.2. Gender,



1.3.5. occupation,

1.3.6. Monthly Income,

1.3.7. Source of Tourist Market Information, and

1.3.8. Country.

2. To identify the market status of green water rafting at Pandin Lake

with Regards to:

2.1. Tourist Arrival, and


2.2.1. Hiking

2.2.1.1. Local Tourist Hiking Activity, and

2.2.1.2. Foreign Tourist Hiking Activity.

2.2.2. Rafting

2.2.2.1. Local Tourist Rafting Activity, and

2.2.2.2. Foreign Tourist Rafting Activity.

3. To identify the economic status of green water rafting with regards to:

3.1. Revenue from Fees

3.1.1. Revenue from entrance fee, and


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3.1.2. Rafting fee.

3.2. Direct Cost.

3.3. Auxiliary Income

3.3.1. Food,

3.3.2. Hiking,

3.3.3. Souvenirs, and

3.3.4. Total Auxiliary Income.

3.4. Auxiliary Cost.

4. To identify the difference in the market and economic status of green

water rafting at Pandin lake from year 2003-2007 to 2008-2013.

5. To be able to craft a tourism management plan based from the

findings of this study.

Hypotheses of the Study

There is no significant difference in the market and economic

status of green water rafting at Pandin Lake from 2003-2007 to 2008-

2013.


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Assumptions of the study

1. The key respondents for this study are the residents, the

Samahan ng mga Kababaihan na Nagsasagwan as Law ng

Pandin,(SKNLP) and the tourists.

2. The members of the association Samahan ng mga Kababaihan

na Nagsasagwan sa Lawa ng Pandin are all female as it is

indicated in the name of their association.

3. There are private individuals/entities interested in investing on

ecotourism related businesses in the area.

4. There are environmental, cultural, and economic effects brought

about in the area by Green water rafting.

5. A number of tourists and travellers are beginning to be familiar

with Lake Pandin and green water rafting through different forms

of advertising and promotion strategies.

Scope and Delimitations of the Study

This study is limited only to the residents, tourists, and the

Samahan ng mga Kababaihan na Nagsasagwan sa Lawa ng Pandin

(SKNLP). These three respondent groups were invited in focus group

discussions to assess the difference of the market and economic status

of green water rafting in Lake Pandin. The empirical aspect of this study

covered 0 years of market and economic data of Lake Pandin from


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2003-2007 to 2008-2012. Indeed, the tourism management plan

depends on the results, analysis, and interpretation of the above-

mentioned information.

Significance of the Study

This study aimed to develop a tourism management plan for green

water rafting in Lake Pandin, San Pablo City Laguna. The results of this

study are envisioned to encourage the residents, the Samahan ng mga

Kababaihan na Nagsasagwan sa Lawa ng Pandin and tourists in

promoting the ecotourism business in the area. Data regarding the

Market and Economic aspect of Lake Pandin for the past 10 years and

the result of the focus group discussions of the three group respondents

has provided the researcher with a guide in formulating, planning, and

preparing a tourism management plan.

The management plan seeks to follow the ecotourism principle, yet

putting emphasis on formulating effective marketing and promotion

strategies to make this ecotourism destination attractive not only to local,

but specially to foreign, tourists.


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Operational Definition

The following terms are hereby operationally defined for a better

understanding of the present work; thus:

Residents. A person who lives somewhere permanently or on a long-

term basis

Samahan ng m ga Kababaihan na Nagsasagwan sa Lawa ng Pandin

(SKNLP). An association of Women (wives of fishermen) that serves the

following functions: 1.) leads the operation of Green water rafting; 2)

ensures the cleanliness of Lake Pandin and its surrounding Bodies, and

3) promote cultural and people empowerment though livelihood activities

Tourists. A person who is traveling or visiting a place for pleasure

Green Water Rafting. The ecotourism activity that involves customized

rafts made from bamboos with chairs and tables installed. It is utilized

to tour visitors around Lake Pandin

Tourist Arrival. provides all data referring to arrivals in an area in a

certain period of time

Tourist Activities. The activities and recreations available in a tourist

area

Hiking. A tourist activity that involves walking and trekking

Rafting. The activity of riding bamboo-made-rafts


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Revenue. The total amount of money received by the company from

goods sold or services provided during a certain time period

Entrance Fee. The price required or paid for entering a place

Rafting Fee. The price required to take advantage of the rafting activity

Direct Cost. Direct cost refer to materials, labor and expenses related

to the productions of a product or service

Auxiliary Income. The income from other sources aside from the

primary sources of revenue

Auxiliary Cost. The expenses spent to operate on other tourist

activities

Management Plan. A plan that usually includes objectives, goals,

standard and guidelines, management actions, and monitoring plans


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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

Review of Related Literature

This portion presents a review of related literature and studies that

have a strong bearing/relation to the study. They also serve as the

frame of reference in the development of this work and shed light on the

significance on the Market and Economic Analysis of Green Water

Rafting at Pandin Lake, San Pablo City Laguna as basis for Crafting a

Tourism Management Plan.

Foreign Related Literature

The essence of etymology is to help us realize the true meaning

of a word by going through its history and identifying how it is and formed

over time. William F. Theobald (2005) suggested that the etymology of

the word tourism came from the Latin word tonare and the Greek

word tornos; furthermore, these two root words were defined by Harper

(2012) as a lathe tool for drawing circles. Later on, it was defined in

Merriam-Webster (2012), America's foremost publisher of language-

related reference works, asthe practice of traveling for recreation and

the Guidance or management oftourists. As a support citation to the

definition of tourism, Goeldner and Ritchie (2009) stated that when we


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think of tourism, we think primarily of people who are visiting a particular

place for sightseeing, visiting friends and relatives, taking a vacation, and

having a good time. They may spend their leisure time engaging in

various sports, sunbathing, talking, singing, taking rides, touring, reading,

or simply enjoying the environment. If we consider the subject further, we

may include our definition of tourism people who are participating in a

convention, a business conference, or some other kind of business

professional activity, as well as those who are taking a study tour under

an expert guide or doing some kind of scientific research study. In

addition to the above said concept of tourism, Page and Connel (2009)

tourism covers three concepts which are: the movement of people; a

sector of the economy or an industry; and a broad system of interacting

relationships of people, their needs to travel outside their communities

and services that attempt to respond to these needs by supplying

products (after Chadwick 1994: 65).

According to Page and Connel (2009) the From this classification

of travelers, the distinction between international and domestic tourism

needs to be made: (1) Domestic tourism usually refers to tourists

travelling from their normal domicile to other areas within a country; (2)

In contrast, international tourism normally involves a tourist leaving their

country of origin to cross into another country, which involves


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documentation, administrative formalities and movement to a foreign

environment.

The tourism industry has manifested so much potential in the

global business industry; it even helped in the globally recovery vis - a -

vis 2008 credit crunch. In fact the UNWTO World Tourism Barometer

(2009) cited that As a result of the extremely volatile world economy

(financial crisis, commodity and oil price rises, sharp exchange rate

fluctuations), tourism demand slowed significantly through the year. The

last six months of 2008, in particular, showed an abrupt shift in trends,

with international tourist arrivals flat or showing negative growth. Overall,

the 5% growth between January and June gave way to a 1% decline in

the second half of the year. Furthermore, this organization expresses

that unexpectedly international travel demand continued to recover from

the losses resulting from the late-2000s recession, where tourism

suffered a strong slowdown from the second half of 2008 through the

end of 2009. After a 5% increase in the first half of 2008, growth in

international tourist arrivals moved into negative territory in the second

half of 2008, and ended up only 2% for the year, compared to a 7%

increase in 2007.

Seemingly, the tourism industry is begging to gain its throttle, in

2011, international tourism receipts exceeded US$ 1 trillion for the first


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time, up from US$ 928 billion in 2010. In real terms, receipts grew by

3.8%, following a 4.6% increase in international tourist arrivals. An

additional US$ 196 billion in receipts from international passenger

transport brought total exports generated by international tourism in 2011

to US$ 1.2 trillion. And,According to Wood (2012), The World Tourism

Organization (WTO) reports that receipts from the international tourism

grew by an average annual rate of 9% between 1988-1997. The World

Travel and Tourism Council (WTTC) estimated that tourism generates

some 12% of the world total Gross National Product (GNP) (Pederson,

2002).

From the past year, an International Organization of Travel

Industry Executives promoting travel and tourism worldwide by the name

of Word Travel & Tourism reported that Growth Forecast for 2012,

although lower than anticipated a year ago, are still positive at 2.8% in

terms of the industrys contribution to GDP. In addition to their report

long term prospective are even more positive with annual growth

forecast to be 4.2% over the ten years to 2022.

Over the growing demands in the tourism market and its

economic contributions, there have been some issues that aroused

along with it such as: environmental degradation and cultural


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deterioration. With all of these factors to be put into consideration, came

the birth of a modified form of tourism which is ecotourism.

According to Buckley (2009), Ecotourism is a useful concept, but

not a very well defined one, and has been debated in theory and

attempted in practice for nearly two decades. Its key goal is to reduce

the net environmental impact of the tourism industry via mechanism

including minimal impact management measures, education, community

involvement, private conservation, contributions to the public protected

areas, and expansion of ecotourism enterprises and mainstreaming of

ecotourism principles.

The ecotourism Society defined Ecotourism as "responsible travel

to natural areas that conserves the environment and improves the well-

being of local people" (TIES, 1990). Furthermore, the organization

stated that Ecotourism is about uniting conservation, communities, and

sustainable travel. This means that those who implement and participate

in ecotourism activities should follow the following ecotourism principles:

(1) Minimize impact; (2) Build environmental and cultural awareness and

respect; (3) Provide positive experiences for both visitors and hosts; (4)

Provide direct financial benefits for conservation; (5) Provide financial

benefits and empowerment for local people and (6) Raise sensitivity to

host countries' political, environmental, and social climate.


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Buckely (2009) highlighted emphasized that Ecotourism is very

burning issue and one of the fastest growing sectors in current world

tourism industry. In fact, according to Economy Watch (2010),

Ecotourism Industry is an industry which is fast catching up with the

other flourishing industries of the world. The Ecotourism industry is

growing by leaps and bounds. Ecotourism market makes up 6% of the

GDP all over the world. The yearly growth rate is 5%. In fact, The World

Tourism Organization UNWTO (2013) reported that The resolution

entitled, Promotion of ecotourism for poverty eradication and

environment protection, calls on UN Member States to adopt policies

that promote ecotourism highlighting its positive impact on income

generation, job creation and education, and thus on the fight against

poverty and hunger. It further recognizes that ecotourism creates

significant opportunities for the conservation, protection, and sustainable

use of biodiversity and of natural areas by encouraging local and

indigenous communities in host countries and tourists alike to preserve

and respect the natural and cultural heritage.

The ecotourism industry has become recognized globally, thus it

needs effective marketing and promotion strategies. According to

Iacobucci (2012) Marketing is defined as an exchange between a firm

and its customers. And if one is to go along his book, he emphasized on


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the importance of Marketing and stated that These days we live in a

truly customer-oriented and customer-empowered marketing world.

According to According to Keller and Kotler (2012) there are five

conflicting concepts in a business operation, they are: (1) the production

concept; (2) the product concept; (3) the selling concept; (4) the

marketing concept; and (5) the holistic marketing concept. The four

components of holistic marketing are relationship marketing, internal

marketing, integrated marketing, and socially responsive marketing. The

set of engagements necessary for successful marketing management

includes capturing marketing insights, connecting with customers,

building strong brands, shaping the market offerings, delivering and

communicating value, creating long-term growth, and developing

marketing strategies and plans.

Marketing is often associated to Advertisement and Promotion

strategies. Advertising was defined by Iacobucci (2012) as the primary

means by which a company communicates to its customers about its

products, brands, and position in the market place. Furthermore the

author enumerated the importance of advertising; these: (1) advertising

creates customer awareness by providing information about the brands

and (2) it attempts to convince potential customers to patronize the

brand.


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Customer evaluation is important in marketing. According to

Iacobucci (2012), there are many kinds of customer evaluations.

Marketers are interested in customer satisfaction, perceptions of quality,

customers intentions to repurchase the same brand or purchase

something else from the same provider, and the likelihood that the

customer will generate positive word of mouth. Furthermore, it was

stated that that customer evaluations are important because marketers

know that satisfied customers ultimately contribute to the bottom line.

On the other hand, the tourism industry is also being governed by

economics. According to Case, Fair, and Oster (2011), Microeconomics

deals with the functioning of individual industries and the behavior of

individual economic decision making units: firms and households. In

addition, Macroeconomics looks at the economy as a whole.

According to McNamara, One of the most common sets of

activities in the management is planning. Very simply put, planning is

setting the direction for something -- some system -- and then guiding

the system to follow the direction. There are many kinds of planning in

organizations. Common to these many kinds of planning are various

phases of planning and guidelines for carrying them out as effectively as

possible. Information in this document can be referenced as a basis from

which to carry out various kinds of planning, ranging from highly complex


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to simple and basic. (The library topic Planning describes a wide variety

of plans.) To help make the following information applicable to as many

situations as possible, the scope of the following planning information is

to the "system" which is fully explained below. The following process

should be customized by planners to the meet the needs and nature of

the planners and their organizations.

In addition, McNamara (2012) that, whether the system is an

organization, department, business, project, etc., the basic planning

process typically includes similar nature of activities carried out in similar

sequence. The phases are carried out carefully or -- in some cases --

intuitively, for example, when planning a very small, straightforward

effort. The complexity of the various phases (and their duplication

throughout the system) depends on the scope of the system. For

example, in a large corporation, the following phases would be carried

out in the corporate offices, in each division, in each department, in each

group, etc.


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Local Related Literature

According to Fernandez (2013) The tourists, they come with their

cameras, their wide brimmed hats and their quaint manners of dress.

They come spending their money on hotels, restaurants, bus drivers and

hawkers. They come to view the local wild life and sample the culture,

which might cover a wild field from cuisine to religion. In support of the

Philippine government to the ecotourism industry, it has been written by

Yap (2013) that The two agencies have agreed to become partners in

promoting ecotourism projects that emphasize the richness of the

Philippine flora and fauna and at the same time create lively hood

opportunities for agricultural communities in eight biodiversity sites

across the country. Along this article mentioned that DENR and DOT

will draw up plans for earth-friendly tourism products that will be sold on

the international and domestic markets, according to Director Mundila

Lim of the DENRs.

According to the statistical records of the Department of Tourism

in the Philippines (2012) Helped by gains in all regional markets, the

Philippines bettered the previous 3.52-million record for foreign visitors

set in 2010 with 3.917 million visitors last year. In addition to this

report, the following year was indicated as A new milestone

for Philippine tourism was achieved as arrivals to the country reached


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4,272,811 visitors which recorded a 9.07% increase from the 3,917,454

tourists who came in 2011. It was the first time that the country passed

the 4 millionth arrivals. For the dawn of this year, they are positive that

Philippine tourism was off to a good start as the country welcomed

436,079 visitors in January 2013, a 6.09% increase vis--vis last years

volume of411,064 for the same month.

In the Philippine setting, the environment is protected by law,

According to Article II, Section 16 of the 1987 Constitution of the

Republic of the Philippines, The state shall protect and advance the

right of the people to a balanced and healthful ecology in accord with the

rhythm and harmony of nature. From this clause, R.A. 7586, otherwise

known and referred to as the National Integrated Protected Areas

System Act of 1992, flashes out the same and states in its Section 2,

Declaration of Policy, that, Cognizant of the profound impact of mans

activities on all components of the natural environment particularly the

effect of increasing population, resource exploitation and industrial

advancement and recognizing the critical importance of protecting and

maintaining the natural biological and physical diversities of the

environment notably on areas with biologically unique features to sustain

human life and development, as well as plant and animal life, it is hereby

declared the policy of the State to secure for the Filipino people of


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present and future generations the perpetual existence of all native

plants and animals through the establishment of a comprehensive

system of integrated protected areas within the classification of national

park as provided for in the Constitution.

It is hereby recognized that these areas, although distinct in

features, possess common ecological values that may be incorporated

into a holistic plan representative of our natural heritage; that effective

administration of these areas is possible only through cooperation

among national government, local government and concerned private

organizations; that the use and enjoyment of these protected areas must

be consistent with the principles of biological diversity and sustainable

development.

To this end, there is hereby established a National Integrated

Protected Areas System (NIPAS), which shall encompass outstanding

remarkable areas and biologically important public lands that are

habitats of rare and endangered species of plants and animals, bio-

geographic zones and related ecosystems, whether terrestrial, wetland

or marine, all of which shall be designated as protected areas.

It is also of paramount importance to the state to keep the lakes

and other bodies of water productive not only for tourism but also for

food resources it produces. The Philippines, being an archipelagic


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country, relies mainly for these bodies of water for source of livelihood

and protein for its teeming millions. Hence, the promulgation of R.A.

8550, also known as The Philippine Fisheries Code of 1998. In Section

2 (a) of said code, its first priority is to achieve food security as the

overriding consideration in the utilization, management, development,

conservation and protection of fishery resources in order to provide the

food needs of the population. A flexible policy towards the attainment of

food security shall be adopted in response to changes in demographic

trends for fish, emerging trends in the trade of fish and other aquatic

products in domestic and international markets, and the law of supply

and demand Cognizant of the fact that such resources can provide so

much to the denizens surrounding such bodies of water, in Section 2 (b)

ofthe code states that it will do its best to limit access to the fishery and

aquatic resources of the Philippines for the exclusive use and enjoyment

of Filipino citizens Finally, the protection of such income producing

assets of the nation must be enforced, if the people and ultimately the

state is to benefit. This, in Section 2, (c), the code expressly states that

to ensure the rational and sustainable development, management and

conservation of the fishery and aquatic resources in Philippine waters

including the Exclusive Economic Zone (EEZ) and in the adjacent high

seas, consistent with the primordial objective of maintaining a sound


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34

ecological balance, protecting and enhancing the quality of the

environment in addition, in Section 2 (d) thereof declares, to protect

the rights of fisher folk, especially of the local communities with priority to

municipal fisher folk, in the preferential use of the municipal waters. Such

preferential use, shall be based on, but not limited to, Maximum

Sustainable Yield (MSY) or Total Allowable Catch (TAC) on the basis of

resources and ecological conditions, and shall be consistent with our

commitments under international treaties and agreements It even

goes as far as recognizing the contribution of the youth and women in

such lawful endeavor. Hence, Section 2 (e) states: to provide support

to the fishery sector, primarily to the municipal fisher folk, including

women and youth sectors, through appropriate technology and research,

adequate financial, production, construction of post-harvest facilities,

marketing assistance, and other services. The protection of municipal

fisher folk against foreign intrusion shall extend to offshore fishing

grounds. Fish workers shall receive a just share for their labor in the

utilization of marine and fishery resources it further protects the rights

of the denizens by making sure that such bodies of waters, (municipal in

nature) must be exclusively for the use of the fisher folks and their

cooperatives. In Section 18 of R.A. 8550, it states that, Users of

Municipal Waters. - All fishery related activities in municipal waters, as


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defined in this Code, shall be utilized by municipal fisher folk and their

cooperatives/organizations who are listed as such in the registry of

municipal fisher folk.

The municipal or city government, however, may, through its local

chief executive, and acting pursuant to an appropriate ordinance,

authorize or permit small and medium commercial fishing vessels to

operate within the ten point one (10.1) to fifteen (15) kilometer area from

the shoreline in municipal waters as defined herein, provided that all the

following requisites are met:

(a) No commercial fishing in municipal waters with depth less

than seven (7) fathoms as certified by the appropriate agency;

(b) Fishing activities utilizing methods and gears that are

determined to be consistent with national policies set by the

Department;

(c) Prior consultation, through public hearing, with the M/CFARMC

has been conducted; and

(d) The applicant vessel as well as the ship-owner, employer,

captain and crew have been certified by the appropriate agency

as not having violated this Code, environmental laws and related

laws.


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In no case shall the authorization or permit mentioned above be

granted for fishing in bays as determined by the Department to be in an

environmentally critical condition and during closed season as provided

for in Section 9 of this Code.

Presidential Decree 1151 (otherwise known as the Philippine

Environmental Policy) was promulgated to ensure that the environment

will be used wisely for the benefit of the Filipino people. It states in its

section 1 that, It is hereby declared a continuing policy of the State (a)

to create, develop, maintain and improve conditions under which man

and nature can thrive in productive and enjoyable harmony with each

other, (b) to fulfill the social, economic and other requirements of present

and future generations of Filipinos, and (c) to insure the attainment of an

environmental quality that is conducive to a life of dignity and well-being.

Under Article II, Section 23 of the 1987 Constitution of the

Republic of the Philippines The state shall encourage non-

governmental, community-based, or sectoral organizations that promote

the welfare of the nation.

Meanwhile, in the fundamental laws; Article XIII, Section 15 it is

stated therein that, The State shall respect the role of the independent

peoples organizations to enable the people to pursue and protect, within


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the democratic framework, their legitimate and collective interest and

aspirations through peaceful and lawful means.

The Constitution 1987 further provides in Article XIII, Section 16

that, The right of the people and their organizations to effective and

reasonable participation at all levels of social, political, and economic

decision-making shall not be abridged. The State shall, by law, facilitate

the establishment of adequate consultation mechanisms.

Foreign Related Studies

According to Yogi (2010) Tourism is a system that brings

together many interrelated issues such as society, nature, and

environment. It is also true that studying tourism means relating its

different components and analyzing its outcomes both positive and

negative. However, many scholars have come to agree that the mass

tourism of 21st century is becoming unsustainable. Problems introduced

by mass tourism of this age include overcrowding and disrupting of local

communities, massive commercial exploitation of cultural heritage, social

conflicts, disturbance to natural heritage and wildlife, increased

economic dependency, the emergence of black markets and increased

illicit trade in every item from exotic pets to drugs and sex (Butler and

Hinch, 1996; Desmond, 1999; Chambers, 2000; Wearing and Neil, 2003;

Williams, 2004; Holden, 2008).


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According to McLaughlin (2011), the definition of ecotourism has

created six principles: (1) minimizes negative impacts to the environment

and to local people; (2) increases the awareness and understanding of

the areas natural and cultural systems; (3) contributes to the

conservation and management of legally-protected lands and other

natural areas; (4) maximizes the early- and long-term participation of

local people in the decision-making process; (5) directs economic and

other benefits to local people; and (6) provides special opportunities for

local people and tourism employees to utilize and visit natural areas.

According to Mawere and Mubaya (2012) Ecotourism has been

regarded as a form of tourism that is expected to boost conservation and

socioeconomic development in the rural communities of developing

economies, like those of many African countries.

Njumba (2012 avers that Ecotourism activities are growing in

popularity around the world and generating considerable financial effects

to the local population. The definitions of this phenomenon are still

evolving, but generally include references to travel to natural areas and

local conservation benefits.

Tran and do (2012) opines that According to the World Bank,

Tourism is the fastest and biggest growing industry in the world. It has

become the popular global leisure activity that relies mainly on physical


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39

environment. In the era of heightened environmental consciousness and

accessibility to remote areas, Ecotourism has emerged as one of the fast

growing markets in tourism industry that essentially based on natural

environment.

Synthesis

The tourism industry has been displaying an exemplary despite of

the economic downfall of the past years, thus it can help people recover

globally. As tourists needs continue to grow, advocates have come up

with a modified form or tourism in the form of ecotourism. Ecotourism

promotes environmental conservation, cultural preservation and

economic development. Hence, marketing play an important role of the

economic contribution of ecotourism. Since ecotourism destinations are

being identified in different parts of the world, a management plan will be

a useful tool and recommendation.


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Chapter 3

RESEARCH METHODOLOGY

This chapter presents and discusses the research design and

research methods utilized for this the subject of the study, the research

instrument used, and the statistical analysis of data.

Research Design

The researcher of this study utilized the descriptive-comparative

research design. Through this research design, sample individuals were

identified from a population and grouped for statistical analysis. Surveys

and questionnaires and focus group discussions helped gather important

information for all kinds of research fields. These data and its

interpretations were useful in identifying the tourism management plan

for green water rafting at Lake Pandin.

In terms of time dimension, the research design is cross-

sectional since this is carried out once in one point in time. In breadth

and scope, the study is statistical in nature, since analysis, interpretation

and conclusion are based on quantitative data and qualitative data.

Lastly, the research environment is a field setting for the study

was conducted in a real life situation.


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Population and Sampling

The population of the study was composed of three groups:

Residents, Samahan ng mga Kababaihan ng Nagsasagwan sa Lawa ng

Pandin (SKMNLP) and the visitors and tourist in Lake Pandin from 2003-

2007 and 2008-2012. The study used the Purposive Sampling Method

for the two earlier motioned groups as proximity of these respondents

were considered; on the other hand, convenient sampling was resorted

to for the tourist group respondents as time and chances were

considered. The respondents identified for sampling are as follows: 227

residents; 42 SKLMP, and 126 tourists.

Respondents of the Study

The population of the study was composed of three groups:

residents with a number of 227, Samahan ng mga Kababaihan na

Nagsasagwan sa Lawa ng Pandin (SKMNLP) with a number of 42, and

the tourist with a number of 126 in Lake Pandin from 2003-2007 and

2008-2012.

Research Instruments

The research used a questionnaire for the purpose of collecting

the demographic data of the respondents (please see Appendix A, B,

and C). The empirical data was obtained from records from Government

sectors and the Samahan ng mga Kababaihan na Nagsasagwan sa


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Lawa ng Pandin to determine the difference of the Market and Economic

Status of Lake Pandin from 2003-2007 and 2008-2013 as a quantitative

approach.A qualitative approach of a focus group discussion was done

to strengthen and support the results of the statistical analysis. All of

these research instruments helped identify the feasible tourism

management plan for Green Water Rafting in Lake Pandin.

This study has two sources of data, namely; primary and

secondary sources. The primary sources or the raw data are the

information from the respondents of the sampling population. These data

are the responses from the survey forms that were distributed and

collected for analysis and the responses from the focus group

discussion. In this study, questionnaires were produced and distributed

to the sample population, namely: the residents, Samahan ng mga

Kababaihan ng Nagsasagwan sa Lawa ng Pandin (SKMNLP), and, the

visitors/tourist of Lake Pandin in San Pablo City, Laguna. The

statements during the focus group discussion were recorded. The

secondary data are the information gathered from relevant literatures,

censuses, surveys, organizational records.


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Data Gathering Procedures

The questionnaire is considered as the most appropriate data

gathering instrument for this descriptive research study. A focus group

discussion was also conducted to gather supporting statements for the

data gathered from relevant literatures, censuses, surveys,

organizational records for study. Actual visit to the research locale were

made possible to conduct all of these procedures.

Statistical Treatment of Data

The researcher utilized the following statistical tools to present,

analyze and interpret the results of the study.

The researcher employed the following statistical tools:

1. Percentage

P = x x 100n

where: is the summation

x is the frequency

n is the number of samples

2. Weighted Mean

Xw = fxn

where: is the summation

x is the frequency


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n is the number of samples

f is the respective weight of each individual

observation

3. T-test

X1 is the mean of the first sample

X2 is the mean of the second sample

S1 is the standard deviation of the first sample

S2 is the standard deviation of the second sample

The significance level is 0.05.

nnnn

nsns

xxt

2121

2

2

21

2

1

21

11

2

11


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Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter is all about presenting the results of this study and

explaining the outcome of these findings. The study analyzed and

compared the difference of the market and economic status of 2003-

2007 and 2008-2013 of Pandin Lake in San Pablo City Laguna.

Supporting statements are also presented along with statistical results to

strengthen the interpretation of these findings.

The sequence of the finding were presented and that the specific

research objectives were identified in the first chapter: (1) profile of the

three-group respondents which are the residents; the Samahan ng mga

Kababaihan na Nagsasagwan sa Lawa ng Pandin and the tourist; (2)

the market status of Lake Pandin; (3) the economic status of Lake

Pandin; (4) the significant difference of the market and economic status

of the lake; and (5) the tourism management plan that was crafted based

from the findings.


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Problem: 1: What is the profile of the respondents of the study?

1.1. Residents

1.1.1. Age

Table 1

Demographic Profile of Residents in Terms of Age

Age Frequency Percentage

18 and below 48 21.1018-34 87 38.3035 and above 92 40.50TOTAL 227 100.00

The table above shows that a majority of the respondents that is,

92 (or 40.5 percent) have ages 35 and above. This is followed by 87

respondents (or 38.3 percent) who have ages between 18 to 34. There

were 48 respondents (or 21.2 percent) have ages 18 and below.

1.1.2. Gender

Table 2

Demographic Profile of Residents in Terms of Gender

Gender Frequency Percentage

Male 107 47.10Female 120 52.90TOTAL 227 100.00


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The table above shows that the majority of the respondents are

120 female (or 52.9 percent), while the male respondents are 107 (or

47.1 percent).

1.1.3. Civil Status

Table 3

Demographic Profile of Residents in Terms of Civil Status

Civil Status Frequency Percentage

Single 57 25.10Married 159 70.00Separated 11 4.8TOTAL 227 100.00

The table above displays the fact that the majority of the

respondents that is 159 are married (or 70.0 percent). This is followed by

57 respondents (or 25.1 percent) who are single and about 11 (or 4.80

percent) separated respondents.


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1.1.4. Educational Attainment

Table 4

Demographic Profile of Residents in Terms of Educational Attainment

Educational Attainment Frequency Percentage

Elementary 24 10.60High School 61 26.90College 87 38.30Vocational 51 22.50

Post Graduate 4 1.80TOTAL 227 100.00

The table above confirms that majority of the respondents that is

87 are married (or 38.30%), followed by high school graduate

respondents that is 61 (or 26.90 percent). There were 51 (or 22.5

percent) vocational graduates is shown in the above table, followed by

24 (10.60 percent) of elementary graduate respondents. The least of the

respondents are 4 (or 1.8 percent) which has a post graduate degree

holders.


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1.1.5. Occupation

Table 5

Demographic Profile of Residents in Terms of Employment Status

Employment Status Frequency Percentage

Employed Private 64 28.20Employed Public 118 52.00Unemployed 45 19.80TOTAL 227 100.00

The table above shows that a majority of the respondents are

publicly employed, that is 188 (or 52.00 percent), followed by 64 privately

employed (or 28.20 percent) and, lastly, unemployed respondents, that

is, (or 19.80 percent).

1.1.6. Monthly Income

Table 6

Demographic Profile of Residents in Terms of Monthly Income

Monthly Income Frequency Percentage

Less than Php10k 119 52.40Php11K - Php20k 75 33.00

Php21k - Php30k 23 10.10More than Php31k 10 4.40TOTAL 227 100

The table above shows that the majority of the respondents that

is 119, have respondents with less Php 10,000 monthly income (or 52.40


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percent), followed by 75 respondents with Php 11,000 - Php 20,000

monthly (or 33.0 percent). Respondents with Php 20,000 - Php 30,000

thousand monthly incomes are 23 (or 10.10 percent) and lastly,

respondents of more than Php 31,000 monthly income are 10 (or 4.40

percent).

1.1.7. Length of residency in years

Table 7

Demographic Profile of Residents in Terms of Length of Residency

Length of Residency Frequency Percentage

Less than 1 year 12 5.301 year 5 years 87 25.106 years 10 years 67 29.50More than 10 years 91 40.10

TOTAL 227 100

The table above displays the majority of respondents with more

than 10 years of residency are 91 (or 40.10 percent), followed by

respondents with six to 10 years of residency are 67 (or 29.50 percent).

The table above shows respondents with a residency of a year to five

years, or 57 (or 25.10 percent) and the minority of respondents with less

than a year, of residency that is, 12 (or 5.30 percent).


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1.2. Samahan ng Kababaihan na Nagsasagwan sa Lawa ng

Pandin (SKLNP)

1.2.1. Age

Table 8

Demographic Profile of Residents in Terms of Age


18 and below 5 11.9018-34 11 26.2035 and above 26 61.90TOTAL 42 100

The table above confirms the fact that majority of that

respondents who have ages of 35 and above are 26 (or 61.90 percent),

followed by respondents of ages 18 are 11 (or 26.20 percent), and the

minority of respondents who have ages 18 and above are 5(or 11.09

percent).


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1.2.2. Civil Status

Table 9

Demographic Profile of SKLP Members in Terms of Civil Status


Single 1 2.40Married 38 90.50Separated 3 7.10TOTAL 42 100

The table above shows that majority of the respondents are

married that is 38 (or 90.50 percent), followed by single respondents,

one (or 1.0 percent), and with the minority of separated respondents of 3

(or 7.10 percent).

1.2.3. Educational Attainment

Table 10

Demographic Profile of SKLP Members in Terms of EducationalAttainment


Elementary 5 11.90

High School 23 54.80College 2 4.80Vocational 12 28.60Post Graduate 0 0.00TOTAL 42 100.00


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The table above presents the majority of High school graduate

respondents of 23 (or 54.80 percent), followed by vocational graduate

respondents of 12 (or 28.60 percent). As we go along this table, the

elementary graduate respondents are 5 (or 11.90 percent), followed by

college graduate respondents of 2 (or 4.80 percent), and least number of

respondents with a post graduate degree are zero (or 0 percent).

1.2.4. Number of Children

Table 11

Demographic Profile of SKLP Members in Terms of Number of Children

Number of Children Frequency Percentage

Less than 3 16 38.103 to 6 24 57.10

More than 6 2 4.80TOTAL 42 100

The table above shows that a majority of the respondents are with

three to six children, 24 (or 57.10 percent), followed by with less than

three children, 16 (or 38.10 percent), and the minority of respondents

with two children are two (or 4.80 percent).


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1.2.5. Length of Residency

Table 12

Demographic Profile of SKLP Members in Terms of Length ofResidency in years

Length of residency (years) Frequency Percentage

5 years and below 3 7.1018-34 9 21.4035 and above 30 71.40

TOTAL 42 100.00

The table above confirms the majority of respondents with 10

years or more length of residency is of 30 (or 71.4 percent), followed by

with six to 10 years of residency is 9 (or 21.4 percent) and the minority of

respondents of five years and below with a residency is 3 (or 7.1

percent).


Table 13

Demographic Profile of SKLP Members in Terms of Income

Income Frequency Percentage

5k and below 7 16.706-10k 13 31.0010k and above 22 52.40TOTAL 42 100


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The table above shows that a majority of those respondents with

10 thousand pesos or more income are 22 (or 52.4 percent), followed by

with six to 10 thousand pesos income 13 (or 31.0 percent), and the

minority of respondents of five thousand pesos income and above which

is seven (or 16.7 percent).

1.2.7. Occupation Within the Organization

Table 14

Demographic Profile of SKLP Members in Terms of Occupation in theOrganization

Occupation Frequency Percentage

Souvenir 7 16.70Guide 12 28.60Paddler 8 19.00

Food Supplier 15 35.70TOTAL 42 100

The table above presents the majority of the respondents 15, are

supplier (or 35.70 percent), followed by guide respondents of 12 (or

28.60 percent). This table also presents the paddle respondents of eight

(19.0 percent) and the minority of souvenir vendor respondents of seven

(or 16.70 percent).


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1.3. Tourist

1.3.1. Age

Table 15

Demographic Profile of Tourists in Terms of Age


18 and below 4 3.2018-34 48 38.10

35 and above 74 58.70TOTAL 126 100

The table above displays the majority of respondents with ages 35

and above are 74 (or 58.70 percent), followed by respondents with ages

18 to 34 are 48 (or 38.10 percent,) and the minority of respondents with

ages 18 and above are 4 (or 3.20 percent).

1.3.2. Gender

Table 16

Demographic Profile of Tourists in Terms of Gender

Gender Frequency Percentage

Male 54 42.90Female 72 57.10TOTAL 126 100

The above table shows the majority of female respondents of 72

(57.10 percent) and the minority male respondents of 54 (42.90 percent).


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1.3.3. Civil Status

Table 17

Demographic Profile of Tourists in Terms of Civil Status


Single 26 20.60Married 84 66.70Separated 16 12.70TOTAL 126 100

The table above shows that a Majority of the respondents are

married are married, 84 (or 66.70 percent), followed by single

respondents of 26 (or 20.60 percent), and the minority of separated

respondents of 16 (or 12.70 percent).

1.3.4. Educational attainment

Table 18

Demographic Profile of Tourists in Terms of Educational Attainment


Elementary 0 0.00High School 18 14.30

College 88 69.80Vocational 18 14.30Post Graduate 2 1.60TOTAL 126 100.00


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The table above displays the majority of College Graduate

respondents of 88 (or 69.80 percent), followed by the same number of

high school and vocational graduates which are 18 (or 14.30 percent).

The above table also shows the respondents of with a post graduate

degree which are 2 (or 1.60 percent), and the minority of elementary

graduates which are zero (or 0 percent).

1.3.5. Occupation

Table 19

Demographic Profile of Tourists in Terms of Employment Status

The table above presents the majority of privately employed

respondents which are 87 (or 69.00 percent), followed by publicly

employed respondents off 23 (or 18.30 percent), and the minority of

unemployed respondents of 16 (or 12.70 percent).

Employment Status Frequency Percentage

Employed Private 87 69.00Employed Public 23 18.30

Unemployed 16 12.70TOTAL 126 100.00


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Table 20

Demographic Profile of Tourists in Terms of Monthly Income

The table above confirms that a majority of the respondents are

with a monthly income of 21 to 30 thousand are 67 (or 53.20 percent),

followed by respondents with a monthly income of 11 to 20 thousand of

34 (or 27.0 percent). Here, it is plain that there are respondents with a

monthly income of more than 31 thousand of 23 (or 18.30 percent) and a

minority of respondents with the monthly income of less than 10

thousand, which is 2 (or 1.60 percent).

Monthly Income Frequency Percentage

Less than Php10k 2 1.60Php11k - Php20k 34 27.00Php21k - Php30k 67 53.20More than Php31k 23 18.30

TOTAL 126 100.00


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1.3.7. Source of Tourist Market Information

Table 21

Demographic Profile of Tourists in Terms of Source Market Informationfor Lake Pandin

The table above shows presents the majority of respondents

who found out about Lake Pandin through friends and acquaintances are

57 (or 45.20 percent), followed by respondents with market source

information through internet are 35 (or 27.80 percent). Respondents

with market source information through print materials are 18 (14.30

percent), followed by respondents with market source information

through Government advertisements are 12 (or 9.50 percent). As we go

along the table, it is presented that the respondents with market source

information through television are 4 (or 3.20 percent) and the minority of

the respondents with market source information through radio are zero

(or 0 percent).

Source Frequency Percentage

Internet 35 27.80Television 4 3.20Radio 0 0.00

Print Materials 18 14.30Government Ads 12 9.50Friends and Acquaintances 57 45.20TOTAL 126 100.00


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1.3.8. Country

Table 22

Demographic Profile of Tourists in Terms of Country

The table above displays the majority of respondents who came

from Asia are 103 (or 81.75 percent), followed by respondents who came

from USA are 13 (or 10.32 percent). Tourists who came from Europe

are 5 (or 3.97 percent), tourists who came from Australia are 4 (or 3.17

percent), and tourists from Africa comprise the least which is 1 (0.79

percent).

Country Frequency Percentage

USA 13 10.32Europe 5 3.97

Asia 103 81.75Australia 4 3.17

Africa 1 0.79TOTAL 126 100.00


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Problem 2: What is the market status of green water rafting at

Pandin Lake With Regard to?

2.1. Tourist arrival

Table 23

Market Status of Green Water Rafting at Pandin Lake with Regardto Tourist Arrival

Year Local Foreign Total

2003 6620 3 66232004 6908 6 69142005 7526 10 75362006 7818 20 78382007 7405 12 74172008 9073 17 90902009 9846 47 98922010 10009 101 101102011 10801 231 110322012 13728 376 14104

Total 89734 822 90556

Average 8973 82.2 9055.6Source: Department of Tourism, San Pablo City and Samahan ng

mga Kababaihan na Nagsasagwan sa Lawa ng Pandin

The tourists that visited Lake Pandin from 2003 to 2012 is 90,556.

It was observed that the highest of the total tourist arrival within this ten-

year scope of study is 2012 with a number of 14,104, and the lowest was

in 2003 with a value of 6,623. The table above also presents the total

average number of tourist arrival of 9055.60.

Table 23 also presents the total value of the total local tourist that

visited Lake Pandin from 2003 to 2012 is at 89,734. It was observed that

the highest visitation of the local tourist within this ten year study is in


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2012 with a value of 13,728, and the lowest is in 2003 with a value of

6,620. The table above also presents the average number local tourist

arrival of 8,973.

On the other hand, the total value of the total foreign tourist that

visited Lake Pandin from 2003 to 2012 is at 822. It was observed that

the highest visitation of foreign tourist in this ten year study is in 2012

with a value of 376 and the lowest is at year 2003 with a value of three.

The above table also presents the average number foreign tourist arrival

of 82.2.

It was observed that the number of local tourist arrivals showed

an increasing trend. The local tourist arrival from 2003 to 2007

manifests increase but on a constant trend, but come 2008 to 2013, it

was observed that the number of tourist arrival greatly increased. On the

other hand, the foreign tourist arrival is at a constant trend. It is only

until a increase was seen in 2010 onwards.

One resident in Lake Pandin mentioned during the focus

group discussion that there are a lot of tourists that visit the place.

They come from different provinces in the Philippines. They also

noticed some foreign visitors which are mostly Koreans.


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Ay marami na po pumupunta dito. Karamihan ho mga

taga ibang probinsya. Meron din hong mga taga ibang bansa pero

ang marami ay mga koreano.

(oh There are a lot of people that comes here. Some of

them came from different provinces. There are some foreigners

that come here too, most of them are Koreans.)

One of the members of Samahan ng mga Kababaihan na

Nagsasagwan sa Lawa ng Pandin (SKLNP) proudly said that

back then, the visitors that usually come to the place are students

on field and educational trips and girl and boy scouts during

Jamborees. She said that ever since the rafting activity started, a

lot of people started to visit and ride the rafts. She added that the

visitors come in families and groups of friends. It even comes to a

point that they do not get to rest anymore because of the huge

number of tourist in Lake Pandin.

Dati po puro mga nag-fifield trip, mga girlscout at boyscout

na nagjujumboree at naglalakbay aral lang ang pumupunta dito.

Simula ho nuong nag karoon ng mga basla, dumami na ho ang

pumupunta para sumakay. Meron hong mga pamipamilya, meron

din magkakabarkada. Minsan nga ho hindi na kami namamahinga

sa dami ng tao.


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(Before, people visit here because of field trips, educational

trips and jamborees. Eversince the rafts were introduced to the

place, a lot of people started to visit to ride the rafts. The visitors

come in Families and Group of friends. Sometimes, when there

are so many visitors, we dont get to rest anymore.)

In addition to the two earlier statements, one of the tourists

conquered and even said that it was their second time to visit this

place. They noticed the difference of the present number of

visitors from the first time they came to this place.

Oo nga ho, pangalawang balik na nga naming dito. Dati

Virgin pa ang lugar, pero ngaun ang dami ng tao.

(I agree. In fact, this is our second time here and I notice

that the number of tourist is more than the first t ime weve been

here.)

The number of tourist that visits Lake Pandin has increased

because of the green water rafting activity that started in 2006. This

activity may have been inviting because of its unique characteristics.

The thrill of going around the lake and seeing the majestic view while on

bamboo rafts gives a satisfying feeling to people who are adventurers by

heart. Since there is a yearly visitation of excursionists, their word of

mouth must have been the promotion and the advertising tool for local


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tourists. Foreign visitations may not be as high as the locals because

there has not been much advertising through media compared to other

destinations such as Boracay.


2.2.1. Hiking

Table 24

Market Status of Green Water Rafting at Pandin Lake with Regard toTourist Hiking Activity

Year Local Foreign Total

2003 463 3 466

2004 622 6 628

2005 692 10 702

2006 876 7 883

2007 856 12 8682008 1179 17 1196

2009 1575 47 1622

2010 1701 101 1802

2011 2000 156 2156

2012 2334 301 2635

Totals 12299 660 12959

Average 1229.92 66 1295.9

Source: Department of Tourism, San Pablo City and Samahan ng

mga Kababaihan na Nagsasagwan sa Lawa ng Pandin

The tourists that hiked in Pandin Lake from 2003 to 2012 is at

12,959. It was observed that the highest of the total tourist hiking activity

in this ten year study is in 2012 with 2,635, and the lowest was in 2003


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with 466. Table 24 also presents the total average number of tourists

hiking activity of 1,295.9.

The number of local tourist hiking activity in Lake Pandin from

2003 to 2012 is at 12,299. It was observed that the highest of local

tourist hiking activity is within this ten year study is in 2012 with number

of 2,334, and the lowest was in 2003 with a value of 463. Table 24 table

also presents the average value of the local tourist hiking activity of

1,229.92.

On the other hand, the total number of the foreign tourist hiking

activities in Lake Pandin from 2003 to 2012 is at 660. It was observed

that the highest foreign tourist hiking activity within this ten year study is

at 2012 with a number of 301, and the lowest is at year 2003 with a

value of three. The above table also presents the average number of

foreign tourist hiking activities of 66.

It was observed that the number of local tourist hiking activity and

the foreign tourist hiking activity is both on an increasing trend. The local

tourist hiking activity from 2003 to 2007 manifests increase but on a

constant trend, but come 2008 to 2012, it was observed that the number

of tourist arrival greatly increased. On the other hand, the foreign tourist

hiking activity showed the same pattern with those earlier mentioned.


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One of the residents said with a grin on her face that there

are many visitors that they see passing by within the area. It

seems that they are used to seeing boys scouts and girl scouts

hiking; however, they have notice as well the growing number of

hikers in the area. Some visitors only cross Yambo, some visits

the remaining six lakes. Funny as some of them gets lost as they

did not go out with a guide; it was good thing that the people they

encounter in the area are helpful enough to guide them on the

right direction.

Ah oo. Maraming nagdadaan dito sa Pandin. Bukod sa

mga girl scout at boy scout na naghihiking, marami na ding mga

ibang tao ang hihike. Yung iba tumatawid sila ng Yambo, yung iba

naman pinupuntahan lahat ng pitong lawa. Minsan nga nakatawa

naliligaw yung iba kasi di kumuha ng guide, samin tuloy

nagtatanong.

(Yes! There are a lot of people that pass by Pandin. Aside

from the Girl Scout and Boy Scout who does their yearly hiking

activity, we are beginning to see some unfamiliar faces. Some of

them only walk until they see Lake Yambo, some of them hikes to

see the remaining six. It funny because some them went hiking


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without a guide, they gets lost. They end up asking directions to

us.)

In addition to this statement, one of the members of

SKLNP said that they even ask their sons to as tourist guides on

days where there are so many tourists such as mountaineers,

environmentalist, and people from other provinces and from

Manila, especially during summer breaks. They do this in order

not to compromise the rafting operations, accommodate the

hikers and for their sons to have extra income that they could use

for the coming school year.

Dumadami na din po talaga ang naghihiking lalo na pag-

summer. Sakto bakasyon ng mga anak naming. Dagsa po kasi

talaga ang mga bisita. May mga mountaineer, mga

environmentalist, pati mga taga ibang lugar at mga taga maynila.

Yung mga lalaki naming na anak sya naming pina-tutour guide.

Minsan kasi Napakaraming bisita na gusting magbalsa, madami

din ang gustong mag-hike. Kinukulang tuloy kames a tao, kaya

yung mga anak naming na lalake ang humahalili samen sa hiking.

Sayang naman din kasi pandagdag

(Indeed, there are so many hikers during summer. Its a

good thing that their summers break for our kids. A lot of visitors


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come at this time of the year. There are mountaineers,

environmentalist, people from other provinces and from manila. At

these times, we have trouble accommodating all the visitors so we

let our sons be as tour guides for hikers. The money they earn

could be of good used for the next school year.)

When this research went to ask for the opinion from the

tourists for the focus group discussion, one of them blurted out

chuckling and said she said they loved the place the way it is.

They find it exciting to hike on unpaved roads with their legs as

the means of transportation. She also shared her prior experience

that they almost died laughing when her shoe got stuck in a mud

pit during their first hiking experience.

Naalala ko pa nga nung first time namen mag-hike, halos

mamatay kame sa kakatawa kasi nalubog yung paa ko sa putik

tapos pag hugot ko naiwan yung sapatos ko. Mas maganda yung

mga ganitong klaseng lugar, yung walang karsada. Mas exciting

kasi. Saka its a mazing, you get to tour seven lakes in one city,

just for one day

(I remember the first time we went hiking here. We almost

died laughing when my shoe got stuck in a mud pit. We just love


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the place the way it is. Its amazing! You get to tour seven lakes in

one city, just for one day.)

It is undeniable that there has been an increase in the local tourist

hiking activity. It is not only the place and it beautiful environment that

make a tourist go back the second time around, it is the people. This

significant change may have been brought about by advertising through

word of mouth and some individual bloggers. Valuable and delightful

experience may move virally by word or through social networks;

therefore with the pristine environment and the warmth of the people in

lake Pandin, it is not surprising anymore that the hiking activity in Lake

Pandin is beginning to be known to local tourist in the Philippines.

When this researcher probed about the foreign hiking

activities in Lake Pandin, one of the residents responded in a

mellow tone that she does occasionally see some Caucasians

with Filipina partners hiking in the area. Also, she was unsure if

they were interested in getting a guide for hiking, she was certain

though in saying that Koreans are often see in the area hiking.

Meron din naman kami nakikita, mga puti na may

kasamang Pilipina. Ewan lang namin kung kumuha sila ng guide.

Puro Koreano ang nakikita namin.


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(Yes we see some Caucasians with Filipina partners but

more of who we see hiking in the area are Koreans.)

In addition to this statement, one of the members of the

SKLNP said that there are some foreign customers in the area

hiking. She agreed that the most they see are Koreans. It is

summer time when they see foreign customers at most.

Sometimes, they get to converse with them and they were told by

these people how amazing seven lakes fit in one city and that

they would definitely comeback.

Meron din naman po kaming mga nagiging customer na

taga ibang bansa. Yun nga, ang kadalasan koreano. Minsan

marami rami, minsan wala, pero madami sila pag summer.

Nagtataka pa nga sila kung paano nagkaron ng pitong lawa sa

iisang lugar lang. sabi nung iba naming nakakausap babalik daw

sila, ewan lang naming kung totoo.

(Yes we have foreign customers, but yes it Koreans that

we see most of the time hiking. We see foreign customers at the

most during summertime. They said its amazing how seven lakes

could fit in one city. They said they would come back, Im just

unsure if its true.)


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It was an ice breaker though when one of the tourists in the

focus group discussion looked unsure and said that she does not

have an idea. Then suddenly, she pointed three Caucasians

coming our way and said look there comes your foreigners.

Di ko masabi, siguro. Oh ayan oh may tatlong puti.

(See, I really cant say. Well theres three whites coming

our way)

It can be said that the result of the foreign hiking activity from

2003-2007 and 2008-2012 implies that there has been an increase,

though at a minimal rate that we could not even consider as significant.

This must have been due to the lack of advertisement and promotion of

Lake Pandin. In comparison to nearby localities with ecotourism

destinations like Pagsajan and Caliraya, these places are well-promoted

their local government. Billboards can be seen along south express

highway, internet advertisements are almost in every social network, and

brochures and printed materials are everywhere. They even have tie ups

with airlines and tourist agencies. Although Lake Pandin is in Lonely

Planet, the book used by foreigners as a guide, it is not enough for

foreign tourist to visit this place. Not in the case of Boracay, which is

well advertised; indeed this place is mostly the first in mind of foreigners

who visit the Philippines


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2.2.2. Rafting

Table 25

Market Status of Green Water Rafting at Pandin Lake with Regardto Tourist Rafting Activity

Year

LocalTouristRaftingActivity

ForeignTouristRaftingActivity

Total

2003 0 0 0

2004 0 0 0

2005 0 0 0

2006 442 4 446

2007 670 8 678

2008 1656 10 1666

2009 2399 47 2446

2010 2814 80 2894

2011 3304 189 3493

2012 5708 200 5908

Totals 16992 538 17530

Average 1699.23 53.8 1753

Source: Department of Tourism, San Pablo City and Samahanng mga Kababaihan na Nagsasagwan sa Lawa ng Pandin

The total number of the tourist rafting at Lake Pandin from 2003 to

2012 is at 17530. It was observed that the highest total tourist rafting

activity this ten year study is at 2012 with 5,908 and the lowest is in

years 2003, 2004 and 2005 with of 0. Table 25 also presents the total

average of the tourist rafting activity of 1,753.


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On the other hand, the total value of the local tourist rafting

activity at Lake Pandin from 2003 to 2012 is at 16,992. It was observed

that the highest foreign tourist rafting activity this ten year study is in

2012 with 5,708, and the lowest is at 2003, 2004 and 2005 with 0. The

table above also presents the average local tourist rafting activity of

1,699.23.

The total number of the foreign tourist rafting activity at Lake

Pandin from 2003 to 2012 is at 538. It was observed that the highest

foreign tourist rafting activity for this ten year study is 2012 with 200 and

the lowest is 2003, 2004 and 2005 with a number of 0. The table above

also presents the average rafting activity of 53.8.

It was observed that the number of local tourist rafting activity is in

an increasing trend. The local tourist rafting activity from 2003 to 2007

shows minimal increase because green water rafting only started in

2006, but come 2008 to 2013, it was observed that the number of the

local tourist rafting activity greatly increased. On the other hand, the

foreign tourist arrival shows that same trend with these earlier

mentioned.

One of the residents described the changes of the place

since green water rafting started. Her face appeared to be in a

reminiscing mode when she described how the place used to be


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so quiet and eventually transformed into a tourist destination.

There are a lot of people comi

Thea Isobelle m Gordon

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