Philippine E-Journals

The Leisure Tourism Industry’s Strategic Situational Analysis in Southern Cebu, Philippines

ELISHEBA S. PADILLO

Discipline: Education

 

Abstract:

The leisure tourism industry is one of the main pillars of the Cebuano economy for over a period of more than forty years. In comparison to other industries, it possesses distinct advantages as a driver of economic development. This study determined the competitiveness of leisure tourism industry in the Southern Cebu, Philippines. This study applied the multi-research method with the use of researcher-designed survey tool to gather data on the degree of competitiveness of the leisure tourism industry and an interview guide to determine the prevailing crucial issues as well as the related challenges confronting the industry. This study was conducted at the selected municipalities in Southern Cebu, Philippines such as Moalboal, Badian, Alegria, Oslob, Dalaguete and Argao. Using random sampling technique, there were 190 respondents. For the individual interview, there were 10 participants attaining the data saturation. The statistical treatments used were weighted mean, chi square test of independence and one-way ANOVA. There is no significant relationship between the types of respondents and their assessment on the degree of competitiveness of leisure tourism Likewise, there is no significant difference on the responses of primary stakeholders comprising of domestic and international tourists. It is recommended to create a developmental plan that can increase the leisure tourism of the Southern, Cebu, Philippines.