Philippine E-Journals

An Analysis of Buhayani Festival as a Tourism Event from 2014-2017

Maria Veronica B. Capito | Danica Gretch C. Marzan | Zerah S. Arkoncel

 

Abstract:

This investigation determined the development and improvement of the Buhayani Festival in Calamba City from 2014 until 2017. Buhayani Festival is an event that showcases “Buhay ng Bayani, Buhay na Bayani"; "Life of a Hero," pertaining to Dr. Jose Rizal, the national hero and "Living Hero" which refers to the young Filipinos who have the potential to become heroes in their own ways. Its main objective is to redefine the potential of Calamba as a tourism destination; teach how Rizal became a hero; build up the spirit of being a hero; share positive values among Calambeños; and advocate the cultural heritage of the city. The researchers used pure qualitative research design with descriptive research method to gather and analyze data and identified the developments and changes through document review and thematic analysis. The researchers found that the main objectives of Buhayani Festival were successfully implemented though some of the program objectives were achieved but not sustained. Thus, the implementation of the Buhayani Festival can be strengthened through high engagement and accountability of the stakeholders and support from the implementers and administrators. It was suggested that event managers must provide proper documentation for Buhayani Festival and be organized in filing the reports. They should be active in promoting the festival especially through social media since it is free, effective, and influential. Additionally, the sections and statements implied in the Buhayani Festival Ordinance must strictly be applied and obeyed.