PERCEIVED CONTRIBUTIONS OF HUNDRED ISLANDS FESTIVAL TO TOURISM GROWTH IN ALAMINOS CITY, PANGASINAN

Abstract

Recognizing the growing role of local festivals in promoting sustainable tourism and community development, this study examined the perceived contributions of the Hundred Islands Festival to the tourism growth of Alaminos City. Specifically, the study investigated the festival’s economic, social, cultural, and environmental impacts, as well as the relationship between the profiles of tourism-related business owners and their perceptions of the festival’s contributions. A mixed-method research design was employed using structured questionnaires and face-to-face surveys among 203 respondents from lodging establishments, transportation services, food and beverage businesses, and travel-related sectors. Data were analyzed using descriptive statistics, thematic analysis, analysis of variance, and correlation analysis.

Findings revealed that the festival significantly contributes to tourism growth in Alaminos City. Economic impact obtained an average weighted mean of 4.23, indicating increased tourist arrivals, higher income, and improved local business sales. Social impact received a weighted mean of 4.26, highlighting employment generation, stakeholder cooperation, and enhanced service quality. Cultural impact garnered a weighted mean of 4.34, demonstrating the festival’s role in promoting cultural preservation, community unity, and social interaction. Environmental impact recorded the highest weighted mean of 4.40, emphasizing increased environmental awareness, proper waste management, and sustainable tourism promotion.

Thematic findings identified increased tourist arrivals, business growth, promotion of local products, employment opportunities, and government-led marketing as major benefits of the festival. Significant differences and relationships were also found between respondents’ profiles and their perceptions of the festival’s contributions. Overall, the study concludes that the Hundred Islands Festival serves as a vital driver of tourism development, cultural promotion, community collaboration, and environmental sustainability in Alaminos City.