Chapter I

INTRODUCTION

Background

Tourism has developed swiftly during the past four decades and

is predicted to become the world’s leading economic activity by the

coming years (Coccossis, 2020). Tourism is about people and

landscapes, the locations which one group of people leave, visit, and

pass through, the other groups who make their trips possible and those

groups they meet along the way.

According to Pearce (2021), tourism may be considered as the

relationships and phenomena emerging from the voyages and

temporary stays of people traveling mainly for leisure or recreational

objectives. It is prone to continue developing in the future because

more people seek opportunities for leisure and recreation away from

their surroundings.

The expansion of tourism has had a significant impact on a host

of destination areas. Jansen-Venbeke and Dietvorst (2017) believe the

terms leisure, recreation and tourism are closely related, with

emphasis on the characteristics of experience and activity. Marthieson

and Wall (2020) observed that three fundamental components of

tourism provide a dynamic content linked to travel to a chosen

location. A static content, which is related to a stay at the destination

and the outcome, is derived from those contents. This is connected to

the tourists’ direct and indirect impacts on the economic, social, and

environmental systems.

The World Commission on Environment and Development (2019)

noted that sustainable tourism is inevitably related to the ethic of

sustainable development. Its concepts support the finding that people

struggle to satisfy their current needs without interfering with the

capability of following generations to meet their own needs. According

to Butler’s (2021) controversial definition that sustainable tourism is

developed and maintained in an area of community or environment in

such a manner and at such a scale that it exists over an endless time

and does not spoil or affect the human and physical surroundings.

Coccossis (2020) also concluded that the expansion of tourism

has influenced numerous times. These effects come from the activities

of transporting and nourishing people, causing social, economic, and

environmental impacts. The idea of sustainable tourism includes a

challenge to develop the world’s tourism capacity and the quality of its

products without negatively affecting the environment (Hawk and

William, 2023). Ecotourism also yields opportunities for sustainable

tourism.

Fennell (2021) found the relationship between nature based-

tourism and ecotourism as follows: Ecotourism is a sustainable form of

natural resource-based tourism that focuses primarily on experiencing

and learning about nature, and which is ethically managed to be low-

impact, non-consumptive, and locally oriented. It typically occurs in

natural areas and should contribute to the conservation or

preservation of such areas.

The City of Dipolog noted that sustainable tourism is inevitably

related to the ethic of sustainable development. Its concepts support

the finding that people struggle to satisfy their current needs without

interfering with the capability of following generations to meet their

own needs. Through this project it thus helps in sustaining the

development as it aims to protect natural resources, on which the

ecotourism industry depends. Ecotourism aims to minimize impact,

build environmental and cultural awareness and respect, provide

positive experiences for both visitors and hosts, provide direct financial

benefits for conservation, provide financial benefits and empowerment

for local people, and raise sensitivity to host countries' political,

environmental, and social climate.

Potential of ecotourism and various activities

Dipolog consists mostly of rolling terrain with lowlands along its

western coast facing the Sulu Sea. It has several waterways, the main

being the Dipolog River, which drains into the Sulu Sea. Other rivers,

small creeks and streams also traverse the area; more common of

these are the Diwan, Layawan, Katipunan Rivers, Miputak, Gusawan

and Olingan Creeks. The city has an elevation of 2.5 meters above sea
level. Local leaders and constituents of the city protect the said natural

resources both terrestrial and coastal for many years to have a

sustainable use.

In previous years and nowadays, many tourists visited the place

just to discover the Linabo Peak. It is located in Brgy. Lugdungan,

Dipolog City. It has an elevation of 486 m (1,594 ft) and consists of

3,003 steps going up to the topmost peak. Tourists will see the beauty

of nature and hear the birds and crickets singing. However, the

common comment was in terms of convenience in going to the sites

and amenities when they were in the sites.

Many of such tourists are interested in alternatives which can

provide them opportunity to get a glimpse of the city and are ready to

take up such activities in the adjoining forest ranges. Various potential

activities which can be implemented at the site are as listed below:

Immediate Potential:

 Jungle Safari  Bird Watching

 Jungle Camping  Scenery sighting.

 Forest Walks / Nature Walks  Nature/Wildlife Photography

 Cycling on Cycle Trails  Children Park

Objectives

The study concentrated on the following objectives:

 a) To determine whether sustainable ecotourism provides the

customers with a rewarding experience.

b) To determine whether sustainable ecotourism contributes to

environmental conservation; and

c) To determine whether sustainable ecotourism brings economic

benefits to the receiving community without also causing cultural

disruption.

Purpose and Data Collection

The major purpose of the project was to identify the economic,

environmental, social, and institutional benefits of eco-tourism in the

City of Dipolog. These elements were much involved with routine life,

local industry, agriculture, and natural resources that are related

strongly to domestic tourism. Besides the collection of the available

foundation data, observational research was conducted on such topics

as the impact on the Tourism Program and on the management and

employment in the city through answering survey questionnaire and

interviews to the tourist.

To aggregate more tourists and enticing to visit the place

frequently, it needs development of the sites by providing the good

access for transportation through concreting of roads going the

different sites, amenities, and technical capacity of service providers to

have excellent services. Having the aforementioned project would be

of great help to the people in terms of job opportunity, income

generation and it could also lessen the fishing pressure of the near-

shore fisheries because some fishers will shift their livelihood to

tourism like tour guiding for island hopping, snorkeling, diving and

dolphin watching. Moreover, it would have a good domino effect on the

economy.

Significance

Host Residents and Community Benefits. The host residents

and community were able to:

1. Obtain education concerning the values and attribution of the

natural resources and protected areas in their communities

and surroundings.

2. Become aware of the protected areas which nourish their

living and the host residents; including the values of their

precious natural resources, environment, and traditional

culture.

3. Enhance inspiration and encouragement to participate in

policy making and tourism planning and development useful

to their community in the present and future.

4. participate in reducing the adverse impacts of tourism, such

as improper and inappropriate patterns of tourism

development.
 5. Increase community acceptance of tourism and tourist

behavior.

The Local Officials, Staff and Administrators. Were able to:

1. Better discern the readiness of the community for further

sustainable tourism development with the park’s cooperation.

2. Understand how to employ appropriate methods to educate

and encourage residents through a viable sustainable tourism

development policy; and provide a balanced development

plan, which meets the needs of the residents, the economy,

society, environment, and institution.

Criteria and Methods

This project highlighted a case study in the City of Dipolog. The

place is a sustainable ecotourism community, whose recent

transformation disclosed many of the conflicting interests in the

tourism-based development phase. The municipality’s ecotourism-

based economy also defined the linkage between local, and national

levels, in general, that underlay environmental connection and

economic development. The city experience exhibited how even

remote rural areas were impacted by outside events and trends, often

the outcome of decisions made by visitors and over which local

residents had no control. Like other tourist destinations, the place was
vulnerable to the uncontrollable and unexpected elements of tourism,

such as the degraded surroundings and natural catastrophes. The

questionnaire criteria were based upon the goal of getting closer to the

standards of eco-tourism destination. The questionnaire was prepared

in accordance with the project.

SWOT Analysis

Below is the SWOT analysis specific to the Linabo Peak selected

for ecotourism project and the activities planned.

Strengths:

 The presence of wild animals and regular sightings of beauty of

nature and other varieties of bird and crickets.

 Widespread open area available for Construction.

 The area is on a longer route and enjoy the nice spots on the

other side of the peak on going down the peak.

Weakness:

 The area has an elevation of 486 m (1,594 ft) and consists of

3,003 steps going up to the topmost peak.

 Less preferred route by tour operators.

 No connection with the tour operators.

 Existing Infrastructures are not in renovating condition.

Opportunity:
  The proposed cafeteria has a very high chance of success as

there is an absence of a decent eating out place.

 Could help in earning livelihood to the local people.

 By careful planning and implementation of the Ecotourism

project

can increase its revenue from the area.

Threats:

 Ecotourism activities may cause disturbance to wildlife. Rules

and

regulations need to be adhered to by the implementing

organizations as well as the tourists visiting the place.

 Safety precautions need to be implemented properly.

Project Implementation Detailed Schedule

The following are the principal steps in the implementation of the

present proposals after the project has been sanctioned.

 Preparation Phase

This phase would include making enabling provisions where

required in policy and law and communicating the same to all

stakeholders with the intention of promoting at the site proposed. Role

clarity will be defined among all the stakeholders through MoUs and/or

agreements which will be arrived at in a participatory manner.

 This will prepare the local communities, the local tour operators

and the staff for owning up the project after reaching clear

understanding of mutual obligations, duties, and responsibilities.

Detailed work plans for creation of tourist facilities as well as the

standard operation procedures for use and management of these

facilities and ancillary services will be clearly spelt out in documents

that will be arrived at in a participatory manner.

 Training Phase

In this phase trainings will be organized for various field level

actors of different stakeholder. This training will be one of the most

important parts of the program and will lead to capacity building in

management, as well as enhancing ability to appreciate the

importance of ecotourism as a conservation tool. The effectiveness of

capacity building exercise will determine the long-term sustainability of

the project.

 Implementation Phase

In this phase physical infrastructure and facilities will be created.

It will be the principal responsibility of the city government and the

construction agency involved to ensure proper implementation using

proper designs and procedures fitting to the area.

 Operational Phase

Under this phase tourists will start flowing in small of large

groups and for various activities. Local staff will be playing their roles
of enabling the tourist activities in an orderly manner and providing

services to the tourists.

 Monitoring & Improvement Phase

Constant monitoring will carry out for both tourist responses

received through feedback, and the impact of the tourist activities on

the habitat. A predetermined set of criteria and indicators, developed

during the preparation phase in a participatory manner, will be used

for measuring and monitoring the impacts and success of the project.

Proposed Development Activities

This vision will be realized by implementing following steps:

o Identifying and selecting suitable areas which can be used for

recreational activities like picnics and camping.

o Water availability will help in improving the presence of wild

animals in the area which will eventually increase the wildlife

sightings for the tourists opting for Jungle Safari and nature walks

and photography in the compartment.

o Tree House, Tenting accommodation, and resting huts for night

camping will also be developed for some of the tourists who are

willing to stay and spend some quality time in the lap of nature in

a wilderness area.

o Jungle Safari trails and nature trails will be developed for the

tourist.
Proposed Infrastructure

o Natural Trail / Cycling Trail Hiking, cycling, trekking, walking and

driving in forests is a major tourist activity which, if carried out

carefully and responsibly, is non-destructive to environment and

provides educational and recreational value to the tourist.

o Trails will be developed along a suitable track and carefully so as to

have minimum impact on the sur impact on the surroundings. Trails

will be developed for Jungle Safari and Nature Walk.

o Creating will involve minimum of alternation of natural

environment. All the trails will be developed in such a way that

these will pass through nature and suitable near to water bodies to

give the tourists to get a glimpse of wildlife wherever possible.

o Signage and interpretation along the trails help the tourists in

appreciating local ecology and local culture including use of plant

resources. Extensive and carefully designed signage that blends

with the surroundings, and which is built using local materials will

be developed and put in place at strategic points.

Marketing and Publicity

Since the endeavor is not just to develop the site as an

ecotourism destination but also to earn profits so the plan is to develop

the site in line with the needs and requirements of clients. Local tour

operators and travel agencies, who handle these tourists, will be

contacted, and made aware of the activities intended to provide. If

shown interest by local tour operators will tie-up with them so that

they include our site in the itinerary of the tourists. Suitable Hoardings,

pamphlets and site-specific marketing material will be published, and

hoarding will be erected at suitable place and pamphlets will be

distributed to tourists.

Following table provides a concise illustration of Marketing

Strategy to be implemented:

PARTICULARS DESCRIPTION
Marketing Medium  Posters  Pamphlets  Social Media
 Signboards  Brochures  Newspaper
 Radio  Gas Balloons
Target Market Tourist visiting Dipolog City
Media Content  Name of Product  Tag Line
 Features of Product  Elaborative Photographs
 How to Reach  Contact Details
Features of the  Jungle Camping, Nature Sight Seeing &
Product Angling
 Trekking, Cycling & Jungle Safari
 Bird Watching & Wildlife Photography
How to Reach Location of Ecotourism Site indicated with
elaborative route map.
Contact Details  Dedicated helpline number
 Dedicated website
 Address of Ecotourism office at the site

Marketing Expenses
 Below table provides a rough estimate of marketing expenses to

be incurred during first year of this project:

Marketing Medium Expenses

Sign Boards 2,500.00
Gas Balloons 1,500.00
Newspapers 3,000.00
Posters 3,000.00
Brochures 2,000.00
Pamphlets 2,000.00
Radio 2,000.00
Social Media, Website 2,000.00
Other (Helpline, Kiosk etc) 1,500.00
TOTAL 19,500.00

Thus, total marketing expenses (tentative under various heads)

is: 19,500.00. This expense is tentative for next 5 years.

Project Monthly Income Forecast

A sales forecast is an essential tool for managing a project plan

of any size. It is a month-by-month forecast of the level of sales that is

expected to achieve. Most businesses draw up a sales forecast once a

year and include it in their project plan.

 MONTH INCOME

January 20,000.00
February 21,000.00
March 22,500.00
April 35,000.00
May 42,500.00
June 55,000.00
July 60,000.00
August 64,000.00
September 40,000.00
October 38,000.00
November 22,000.00
December 20,000.00
TOTAL Php 440,000.00

Chapter II

DISCUSSION

This project investigated visitors to the city and residents. The

visitors were asked to determine their satisfaction with the tourism.

Local Officials, staff and administrators were also asked to provide

their perceptions of management as related to tourism. Residents

with/without tourism involvement were also asked to provide their

notion of tourism in their community.

In this chapter, the three objectives were addressed and

compared with the results of the survey. The objectives emphasized

the ensuing: 1) to determine whether sustainable ecotourism provides

the visitors with rewarding experiences, 2) to determine whether

sustainable ecotourism contributes to environmental conservation, and

3) to determine whether sustainable ecotourism brings economic

benefits to the receiving community without also causing cultural

disruption.

Of the total respondents, 42 were visitors who traveled for the

past month. The data relating to the number of local respondents and

how to gain information from visitors were demonstrated on Table 1.

The respondents by interview were 17 (19.55%) and the respondents

who were asked to complete survey questionnaires in person were 70

(80.45%). The total respondents were 87.

Table 1. Number of Respondents

Respondents Number Percentage

Interview 17 19.55

Survey Questionnaire 70 80.45

TOTAL 87 100
 The responses regarding the respondents’ motivation were

displayed in order from the largest number to the smallest number in

Table 2. Of the 87 respondents, seventy–one respondent (81.6%)

replied that their ultimate motivation to visit the place was to view the

beaches and natural landscapes and environment.

The second reason for visiting was the local people and way of

life chosen by 55 (63.2%) respondents.

The third ranking was for an overnight stay in the community.

Moreover, there were 12 respondents who selected the item “other”.

The respondents reasoned that for experience.

Table 2. Motivation for Visiting

Motivation No. of Percentage

Respondent
s
Beaches, natural landscapes, and 71 81.6
environment
Local people, way of life 55 6.2
Overnight stay 37 42.5
Handicrafts and souvenirs 30 34.5
Place history 27 31.0
Cultural activities 26 29.9
Fishing and farming 24 27.6
Other 12 13.8

Table 3 disclosed the data related to preferences during the stay.

More than half of the respondents (64.6%) selected the local

hospitality for their reason for staying.

Table 3. Preferences
 Preferences Respondent Percentag
s e
Hospitality 56 64.4
Experiencing new and different lifestyles 47 54.0
New ecotourism knowledge and 47 54.0
experiences
Nice weather 35 40.2
Fishery and agricultural scenery 33 37.9
Trying local foods 26 29.9
New kind of tourism 14 16.1
Meeting people with similar interests 14 16.1
Being daring and adventuresome 12 13.8
Other 8 9.2

Closely followed by 47 respondents (54.0%) liked to obtain

ecotourism knowledge and experiences. There were eight respondents

choosing the item “other” and provided different reasons for their

preference, such as consolidation, not throng of tourists and local

products.

The project researcher, however, provided an open-ended

question relating to their dislikes of the tourism (Table 4). Forty six out

of 87 added their ideas about their dislikes. Six (6) of forty six (46)

respondents found that the convenience and amenities were poor.

Seven respondents stated that the traveling period was too rough and

adventurous. Ten respondents discovered that the transportation was

inconvenient and without road signs. Some respondents had trouble

contacting information because there was no center to help them.

More than that, contacting via telephone was ineffective so they

wasted their time and lacked motivations to travel.

 Table 4. Dislikes of tourism

Dislikes Number of Respondents

Contacting for information was 12
inconvenient.
Transportation was inconvenient. 10
Stay was too short. 7
The amenities were poor. 6
Houses were mostly modernized. 5
The accommodation was not apt to the 1
surroundings.
No map provided in the place. 1
The road condition was unsafe. 1
The home-stay was inconvenient. 1

Table 5 was an explanation perceived by the visitors of

sustainable ecotourism elements the place best meets. Forty-six (46)

respondents (52.9%) found that the village tourism supports and

sustains local ecosystems. Meanwhile, forty - three respondents

(49.4%) experienced that tourism in the place encourages guests to be

concerned about, and protective of the community and environment.

Twenty-five respondents (28.7%) discerned that the tourism allows

quests to gain an understanding of the place visited.

Table 5. Sustainable Eco-Tourism Elements

Elements Respondents Percentage

Tourism which supports and sustains 46 52.9
local ecosystems
Tourism which encourages quests to 43 49.4
be concerned about and protective of
the host community and environment
Tourism which allows guests to gain 25 28.7
an understanding of the visited
Tourism which maintains job 23 26.4
opportunities
Tourism which is based upon activities 13 14.9
which reflect the area
Tourism which has social equity and 11 12.6
community
Other 11 12.6

Chapter III

FINDINGS AND OUTCOMES

Findings

This section involved a summary of the findings of this study.

The findings were discussed below.

There were 87 survey respondents during the on-site survey and

from the questionnaire survey. Beaches, natural landscapes, and

environment were the main factor to draw visitors to the municipality.

During the stay, the hospitality of villagers became the visitors’

favorite experience. Those results were in keeping with Scheyvens’

(2020) findings that ecotourism was the activity that could relate to

both cultural and environmental tourism. The obstacle of visitors to get

to the place was the inconvenient contact for village information.

Printed materials like books, postcards and pictures of the place

were brought to visitors’ attention to have available for sale as

souvenirs. The telecommunications, like local and long-distance

telephones, where the services visitors would like to have available in

the city. This need contrasted with Boo’s (2020) notion that nature

tourists did not anticipate lodging accommodation, food, or nightlife

that corresponded to the standards of comfort or luxury. Visitors’

desire to travel to the village was to be close to nature. The

sustainable ecotourism element described as tourism that supported

and sustained local ecosystems, and tourism which encouraged guests

to be concerned about and protective of the host community and

environment were selected to portray the best.

Risk and Uncertainties

Even though ecotourism has been recognized widely as an

activity that aids conservation of natural resources, wilderness, and

protected areas in general, specific orders of courts and government

directives are issued from time to time which may prohibit or restrict

scope of the proposed activities.

In order to avoid uncertainties on this count it would be desirable

to dispel all doubts that in policy as in practice ecotourism is not

prohibited in forest areas provided certain fundamental conditions

imposed in interest of conservation of resources are observed by all

parties concerned.

Tourist flow anticipated may not eventually be realized in view of

changing market scenario and as and when new opportunities may

present themselves to tourists in the surrounding area.

Expected Outcome

It is expected that after implementation of the present

ecotourism project inflow of tourists will grow. At present organized

ecotourism is absent. There is no flow of revenue on account of

tourism, nor do any significant benefits flow to the local communities.

The projected quantitative picture of the benefits and outcomes of the

project is provided in subsequent sections.

Future Directions

If flow of tourists to these destinations is found to be sustained at

high rate, it may in future open possibilities of strengthening and

expansion of infrastructure and increasing the capacity for handling

larger number of tourists. Such possibilities include increasing the

number of tents for camping activity, increasing the number of tourist

activities, introduction of some of the adventure sports which doesn’t

create disturbance for the wildlife etc. Investment on these facilities

can be considered after taking into account the consistently high flow

of tourists without compromising the environmental sustainability of

the site.

REFERENCES

Boo, E. (2020). Ecotourism: The Potentials and Pitfalls. Washington,

DC: World Wildlife Fund.

Butler, R.W. (2021). The concept of a tourist area cycle of evolution:

implications for management of resources. Canadian
Geographer, 24(1), 5-12.

Coccossis, H. (2020). Tourism and Sustainability: Perspectives and

Implications. In G.K. Priestley, J.A. Edwards., & H. Coccossis
(Eds.), Sustainable tourism? European Experiences (pp. 1-21).
UK: Biddles Ltd.

Fennel, S.E. (2021). How sustainable is ecotourism in Costa Rica?. In

C.M. Hall & A.A. Lew (Eds.), Sustainable Tourism: A Geography
Perspective (pp. 107-118). New York: Addison Wesley Longman
Hawk, Z., & Williams, P. (2023). The Greening of Tourism-from
principles to practice, GLOBE’ 92 Tourism Stream: Case Book of
Best Practice in Sustainable Tourism. Sustainable Tourism,
Industry, Science and Technology, Canada, and the Center for
Tourism Policy and Research, Simon Fraser University, Burnaby,
BC.

Jansen-Verbeke, M.,, & Dietvorst, A. (2017). Leisure, recreation,

tourism: a geographic view on integration. Annals of Tourism
Research, 14, 361-375.

Marthienson, A., & Wall, G. (2020). Tourism: Economic, Physical, and

Social Impacts. London: Longman.

nd
Pearce, D. (2021). Tourism Today: A Geographical Analysis (2 .). New
York: John Wiley & Sons.

Scheyvens, R. (2020). Ecotourism and the empowerment of local

communities. Tourism Management, 20, 245-249.

The World Commission on Environment and Development (2019).

Statement for Management, the Khao Luang National Park,
Nakhon Si Thammarat Province, 1991. the Ministry of
Agriculture: Author.
 Appendix A
Survey Questionnaire

Dear Sir or Madam!

Good morning/afternoon and welcome to our tourist
destination. We are pleased that you decided to stay here. We
kindly ask you to participate in a survey which will help us
make your future stay here even more pleasant. The interview
will take about 10-15 minutes and is conducted anonymously.

1. How did you arrive at Linabo Peak Ecotourism? (mark the

appropriate answer)
1. By car.
2. By bus.
3. With low-cost airline.
4. With major airline.
5. By train.
6. Other, what: ____________________________
2. Where did you hear about this tourist destination? (mark the
appropriate answer, more answers possible)
1. I already knew of it.
 2. The Internet.
3. Friends and relatives.
4. Media.
5. Books and guides.
6. Travel agency.
7. Fairs and/or exhibitions.
8. It was part of the travel package.
9. Other, what: _____________________________
3. Is this your first visit to this tourist destination? (mark the
appropriate answer)
1. No. ________ How many times have you visited this tourist
destination in the past? __________
2. Yes.
4. How many nights are you planning to stay at this tourist destination:
_________
5. What are the main reasons for your visit to this tourist destination?
(mark the appropriate answer)
1. beaches natural landscapes and environment
2. local people, way of life
3. overnight stay
4. handicraft and souvenirs
5. place history
6. cultural activities
7. fishing and farming
8. Other, what: ___________________________________
6. Below are listed preferences which refer to the general image of this
tourist destination.

1. Hospitality
2. Experiencing new and different lifestyles
3. New ecotourism knowledge and experiences
4. Nice weather
5. Fishery and agricultural scenery
6. Trying local foods
7. New kind of tourism
8. Meeting people with similar interests
9. Being daring and adventuresome
10. Other

7. Below are listed elements that might be considered in choosing a

destination. Kindly evaluate it twice.
1. Contacting for information was inconvenient
2. Transportation was inconvenient
3. Stay was too short
4. The amenities were poor
5. Houses were mostly modernized
6. The accommodation was not apt to the surroundings
7. No map provided in the place
8. The road condition was unsafe
9. The home stay was inconvenient