1

A FEASIBILITY STUDY:

JOJIE’S PA-INITANG BOL-ANON BUSINESS EXPANSION

AT

BOHOL-PANGLAO INTERNATIONAL AIRPORT

BY:

BELDORO, NYRA

BULAHAN, CHEYENNE BLAIRE

JUMAMOY, SHANNIAH MAE

LAPEZ, JOHNRYL

MALASAGA, ZALDY

PORLARES, SEAN DALE

SAGARAL, RHEA
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THE PROBLEM AND ITS SCOPE

Introduction

Food and tourism industries complement each other. A hungry traveler

insists on a type of food, drinks, and service during travel time. When people

leave their homes going to places for business agenda or to have fun, they most

likely need and desire to eat and drink. Thus, food and beverage have forever

been an indispensable part of everyone’s life other than the fact that food

occupies the bottom-most tier in the hierarchical needs of all living species

according to Maslow’s Hierarchy Theory. Food has continuously been the most

common decisive influence over consumers’ health and happiness – desire for

fun, experience, leisure, nutrition, and obtaining maximum satisfaction.

To live, we must eat. To live in health, we must eat intelligently. The

intuitions and impulses of the present generations seem to have varying degrees

of preferences from the forebears’ knack for greens to fascinating fresh bits and

oversimplified, or ill-founded dictate of food faddists can lure us to patronize or

subscribe of what will be brought to the table.

Located in the Central Visayas Region (Region 7) is Bohol. The province

is known to have numerous beautiful beaches, resorts, and natural wonders such

as the world-famous Chocolate Hills and the world’s smallest primate, Philippine

Tarsier. Aside from its mesmerizing beauty, Bohol continues to patronize and

share its cooking techniques, beverages and native delicacies utilizing various

root crops and other ingredients abundant in the province.

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Jojie’s Pa-initang Bol-anon is a local food store that offers native

delicacies made from locally produced crops such as cassava, sweet potato,

coconut, and sticky rice. It is also known for its savoring local dishes, such as

kosahos baboy and baka, inun-onan and beverages like tsokolate, salabat,

lemonsito, mango shake and many more, patronizing our local products and

helping Boholano farmers. The store's unique products, utilizing local resources,

and using native techniques in cooking, catches the attention of those who come

from or coming into Bohol.

Bohol continues to flourish and is becoming more popular over the years

as more people travel in the province. In the Philippines, three out of five Filipinos

15 years and over traveled within the country (Philippine Statistics Authority,

2017). As per 2016 Household Survey on Domestic Visitors (HSDV), Bohol

ranked as the 6th most visited place by domestic tourist seeking for pleasure and

vacation (Philippine Statistics Authority, 2017). The international market of the

Philippines has more than doubled (CAPA, 2017), from 11.5 million in 2007 to

24.4 million passengers in 2017.

Considering the potential of Jojie’s Pa-initang Bol-anon’s unique product

offering, already having three branches in Bohol and some in Cebu, the

researchers believe that they should expand the business to increase profit and

open new opportunities particularly in the travel market as passenger traffic

continues to grow. The business expansion would enable the company to

increase its customer base, generate more revenues, increase brand recognition,

and achieve economies of scale (Quain, 2018). The study shows that travelers,
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although having a casual approach towards food, value locality. Proving that

travellers enjoy consuming local culture, having original food, local food

consumption, and local eating habits are central ingredients in their destination

(Björk & Kauppinen-Räisänen, 2014).

A suitable location for expansion is as important as the quality of food and

service offered. Ideally, Food businesses should be placed in a location that is

accessible, with ample space, safe, and visible to the customers (Larkin, 2017).

Most importantly, the location must have customers who live or pass through the

area regularly (Mealey, 2018).

The researchers identified that Bohol-Panglao International Airport is the

ideal location to expand the business. Bohol-Panglao International Airport

replaced the old Tagbilaran National Airport that can handle approximately

800,000 passengers annually, lower compared to the new airport which has an

initial capacity of more than 3 million per annum (CAPA, 2018). Traveling can be

monotonous, and when passengers get bored in the airport, food can be

entertainment. In international airports, restaurants are crucial to cater to

passenger needs having early or night flights. Bohol-Panglao International Airport

is a 29 minutes ride from the Integrated Bus Terminal through a bus and airlines

usually advice their passengers to come early, and so passengers may take their

meals and snacks in the airport while waiting for their flights. The restaurant

selection in the airport is limited only to those available inside the airport terminal.

The Philippines booming tourism industry has also provided opportunities

for food and beverage businesses to tap the travel market, as more passengers
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are coming in and out of Bohol, due to tourism. Culinary tourism is now a global

trend, focuses on the culinary experience, of which one can learn and appreciate

the foods, drinks, and techniques linked to its tradition, heritage, and culture.

Taking advantage of the trend, Jojie’s Pa-initang Bol-anon should be a showcase

of local foods in the airport, which is also great for “pasalubong.”

The primary objective of this research is to determine the viability and

profitability of Jojie’s Pa-initang Bol-anon business expansion at Bohol-Panglao

International Airport. The study is conducted to aid in decision making, in terms

of expanding the business, and Bohol-Panglao International Airport as the best

location for a new branch.

Rationale

Establishing a new branch or expanding at the newly opened Bohol

International Airport would indeed support the promotion of Boholano food

aligned to Behold Bohol slogan.

With the rapidly growing influx of travelers and business activities in the

Province brought by tourism, it is but fitting to subscribe the call to provide

avenues, solutions in meeting the demands of local and foreign visitors’

particularly in food and hospitality industry.

With the view that there is a market for the Pa-initang Bol-anon array of

products, the researchers are passionate to explore on this study. The

researchers further believed that this endeavor is rewarding in terms of creating

opportunities to various tourism value chain providers and stakeholders; to the

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Province as a whole in economic terms; thereby rising to the challenge of

sustainable development and inclusive growth.

Theoretical Background

Basic Precept: Among the principles on which this study is founded are:

This feasibility study is based on the different theories of business growth,

development, and expansion. According to Igor Ansoff, the father of strategic

supervision, a mathematician and business administrator, invented and further

printed a useful instrument that administrators and advertising world used in the

latter 50 years. Ansoff matrix aids companies in choosing their product and

advertising progression tactic and further proposes that company endeavors to

develop depending on whether it promotes fresh or existing items in markets,

new or existing. Existing products are advertised in a new audience. An example

of Market Progression is shipping the product. When a company seeks to

market its items in existence into new markets, this is a growth tactic named

market development.
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The traditional four-box grid or matrix Ansoff model:

For this study, the Market Development segment is more relevant. Market

Development strategy focuses on seeking new markets with existing products. It

is a growth strategy on how we can extend our market through new market

sectors or new geographic areas.

Marketing is one of the most significant components of a business.

Marketing is the process of establishing a relationship with customers and

ensuring maximum satisfaction.

A group of marketing strategies called 7 P’s can be utilized as an

instrument to satiate the demand of the market. This could be further merged

with advertising tactics, to satiate the demands and which the entity has an

influence but subjects to marketing atmosphere both outside and inside. Products

are goods or services being produced to gratify market demands. Price is the

amount of money that is paid for the product or service. Promotion connotes

advertising, public relations that may impact marketability. Place refers to a

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location where a product is distributed. People refer to the men and women

providing the service and to a particular segment of the market. Process pertains

to systems and procedures as to the execution of service and production of

goods and delivery of such to the customers. Packaging, Branding and Physical

Evidence, are rolled into one as to how it is perceived in the marketplace

(Anonymous, 2018).

Further, the 5 A’s of Tourism: Attractions, Access, Accommodation,

Amenities, and Activities must have a role to play. Attractions are places of

interests that tourists shall visit typically for its cultural value for its lifestyle and

food and natural beauty. Access is the passage for the tourists to move from

where they live to where they are visiting; these include transport – land, sea,

and air. Accommodation is a place where to stay; Amenities are the services that

are required and offered while they are away in homes, restaurants, cafes, etc.

Activities – attractions are supported by a range of activities where visitors can

avail and enjoy the fun. Without activities, their visit would be boring (Khan, n.d.).

Lastly, the 7 M’s of Resource Analysis in Business Planning: Money,

Material, Manpower, Machines, Method, Management, and Moment (time).

Money is an asset essential to meet daily business requirements; Materials are

the fundamental resources used for production or operation. Manpower pertains

to the labor force needed to create a product and provide service. Machines are

essential tools to produce goods or to generate services. The method is the way

of doing things or a set of procedures and instructions. Management means

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running and monitoring business operation. Moment (time) is the time element

for production and other forms of processes.

Among the programs and projects of the Department of Trade and

Industry that can be used as guidelines in expanding and developing new

markets are Go Lokal and SME Roving Academy (SMERA). Go Lokal is a

Filipino notion store for micro, small, and medium enterprises (MSMEs)

promoting ground-breaking, high-grade Filipino products crafted, designed, and

shaped by the country’s MSMEs with an opportunity to go mainstream via the

free marketing platform provided by DTI's retail partners that allow providers to

gain access to both local and global market. SME Roving Academy (SMERA)

helps MSMEs in having a competitive edge both local and global markets by its

programs through diverse strategies namely: the combination of the business

expansion services for small and medium enterprises (SMEs) at the national and

local levels; establishment of the Provincial, Regional, and National

Entrepreneurship Development Networks; and, organization of an inclusive

advancement platform.

Legal Basis: The following are the laws and policies which will be taken to

serve as legal bases for this study.

The Omnibus Investment Code of 1987 via Executive Order No. 226

declared that the state should foster foreign and private Filipino investment in

industry, agriculture, forestry, mining tourism and other sectors of the economy to

create significant employment opportunities; expand technical skills of the

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people already employed by the enterprise; offer a basis for future economic

development; achieve assessments regarding international competitiveness;

ensure complete growth by protecting the overall well-being of the social,

cultural and ecological life of the people; and increase the rate of development of

underdeveloped regions of the country.

Tourism act of 2009 or Republic Act 9593 declared that tourism, a vital

factor of the national economy and an industry of national interest and

importance, must be given importance to serve as an instrument for cultural

assertion, and socio-economic development, to produce domestic and foreign

investments, foreign exchange, improving the national pride by providing

employment. This act would also help in preserving, protecting and promoting

our national resources, and to develop the country as a heart of tourism engine

primarily by the nation’s history, culture and national legacies. Further, the state

envisioned programs and activities which encourage tourism awareness, sense

of history and culture of tourism among the people and preserve the country’s

various cultures and heritage.

Republic Act No. 11032 states that “entities with business-related

transactions, which reside sets of regulatory requirements must comply in order

to continue to engage, operate or continue to operate a business, but not limited

to the following: a number of documents to be collected and prepared,

submission of requirements to national and local government authorities,

approval of application submitted, receiving of formal certificate or certificates,

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permits and licenses that consist of primary and secondary, clearances and such

similar documents or authorizations which discuss eligibility to operate or

continue to operate as a legitimate business.”

The Law on Tourism and Hospitality is a law that regulates the conditions

for the performance of activities concerning matters involving hospitality and

tourism. The law states that events of Tourism and Hospitality may be executed

by business entities, including other entrepreneurs and legal entities provided

that they observe the conditions set forth by the law. Performing business

activities such as serving culture influenced food products in an appropriate and

accessible area especially for travelers, is one way of welcoming them to taste

the native foods and be home in Bohol provided that the quality and service is by

the specified conditions and regulations by the above the law.

RA 10816 also known as “Farm Tourism Development Act of 2016” the

policy declared that the state acknowledges the significance of agriculture in

sustaining the availability of food and other products to sustain, and enrich

human life and in providing income to the main portion of the population. And

further recognizes that tourism joined with agriculture extension services, can

distribute the value of agriculture in the economic and cultural development of the

country, serve as a facilitator for the development of agriculture and fishery

communities, and provides extra income for farmers, farm workers, and fisher

folk.
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Republic Act No. 10611, “an act to strengthen the food safety regulatory

system in the country to safeguard consumer health and facilitate market access

of local foods and food products, and for other reasons” otherwise known as the

“Food Safety Act of 2013.”

Bohol, as one of the top tourist destinations in the Philippines, opens

many doors to growing local entrepreneurs as well as offering opportunities to

many job seekers. One of the vital attractions for tourists is food, which is a basic

part of all culture and an element of global intangible heritage. Catering food

services to all tourists is a way to diversify tourism while preserving and

introducing our local products with healthy food quality.

Finally, Bohol is included in the list of “Tourism Enterprise Zones” or

strategic areas to lure foreign investors and tourists. The appertaining policies

spur the creation of jobs and open additional channels for infusing such needed

investments aligned to “Behold Bohol” slogan, showcasing the best of Bohol to

generate revenues, and generally for the people to pull themselves out of

poverty. The abovementioned laws complement each other toward sustainable

tourism activities and other related projects.

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Review of Related Literature

This section of the study discusses the pertinent works of literature linked

with the feasibility study on the proposed establishment of Jojie’s Pa-initang Bol-

anon business expansion in Bohol-Panglao International Airport.

According to Lohmann and Duval (2014), before the traveler experience

the country, the airport is its first point of contact. Thus, its image is essential to

the traveler’s initial impression. Airports are considered as the cultural entrance

to a country; for this reason, they can add to the totality of the experience of

one’s destination.

Airports nowadays have become non-dependent on aeronautical services

as a source of their revenue. This is because many retail shops such as cafés

and restaurants are being offered, and even hotel services. This leads to a shift

of focus towards the needs, wants, and expectations of the passengers

(Gheorghe, Sebea and Stoenescu, 2016).

Airports got the initiative to start a new radical strategy, to give

opportunities to new local brands that have cause to break the homogeneity

observed from the past (Del Chiappa, Martin, & Roman, 2016).
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Food has numerous tasks to carry out for consumers: key job on

celebrations; a channel for socialization; as an entertainment; functional;

sensuous and sensual; and, a method of culture and nation experience

(Fadriquelan, 2012).

Local food has become one of the must-to-be attraction (Björk &

Kauppinen-Räisänen, 2016).

Worldwide, the travel industry on food and beverages has a task to carry

out. Food, nowadays, has become an approach in expanding the travel industry

season, reduce neediness, and denied zones (Hall and Gössling, 2013).

Delicacies put the whole tourist experience into a whole new level,

signifying more opportunities for hotels, businesses, and agricultural products

(Björk & Kauppinen-Räisänen, 2016).

Local Cuisine is one of the essential factors in unveiling traditional and

local culture to some tourists (Björk & Kauppinen-Räisänen, 2014).

Having a unique taste bud experiences through delicacies has been

famous for intensifying the tourist destination (Okumus et al., 2013)

The offerings of native products and cooking traditions to both

international and domestic tourists add a new element to the appearance of the

tourist destinations and generate additional economic activity in and around the

destination that makes the combination of food and tourism have an influential

demand in recent years (Halkier, 2012).

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As part of the traveler’s experience, the consumption of local cooking is a

way of breaking with standardized, daily practice by captivating the tourist off into

new culinary realms as their curiosity in various food cultures is an aspect for

local development in the grounds of agri-food and crafts which contributes to the

enrichment of food culture and heritage. This partition from everyday life is

already possible in the home country through eating exotic food at home, the

supposed ethnic restaurants (Bessiere & Tibere, 2013).

One of the factors of the relationship between food and tourism is that of

the advertising strategies of local food. In connection to this, the tourism

department should cater and supply a variety of products and invest more

traditional and local found tourism-based components of which food and

beverages should be in no exclusions (Okech, 2014).

Tourists can have the privileged to try new local food that is exclusive to

each region while grasping knowledge about its authentic beauty and diversity

(Fortus et al., 2012).

According to the Statistics Canada (2018, March 23), establishments that

mainly engaged in making meals, snacks and beverages, to customer demand,

for immediate consumption on and off the premises falls under the food and

beverages sector that is popularly known to tourism professionals by its

trademark as F&B.

The food and beverage sector where café and restaurant fall under,

develop out from simple beginnings: as individuals travel from their homes, going

to places for business meetings, they often have the need and desire to eat and
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drink. In line with this, it was encouraged to supply food and beverage as the

desired interest of the public became more diverse (Briscoe & Tripp, 2015).

According to Algarme (2017), Filipinos enjoy eating and experimenting on

their foods. Native Delicacies are a mirror of this which are brought as

pasalubong. A variety of foods is offered that is famous in their vicinity, whether

traveling by air or sea in the Philippines.

The related works of literature above emphasize the significance of the

marketability of the restaurant offering local foods and beverages, which reflects

the Boholano culture, in the airport.

Review of Related Studies

According to Kainulainen, (2018), unlike before, airports already provide

services and facilities like hotels, retail shops, cafés, restaurants, and

experiences. Thus, this led airports to be more reliant on non-aeronautical

proceeds and concentrates more on the needs, wants, and anticipations of the

passengers. This purpose to answer the question what services and facilities

passengers want to have for the Rovaniemi Airport expansion, ascertain the

needs, wants and anticipations of passengers regarding the airport and furnish

relevant data for the commissioner on the success of the new Rovaniemi airport.

The method used in this study upon gathering information is by a

passenger survey, qualitative in nature, done through conducting a questionnaire

at Rovaniemi Airport during August 2018. This resulted in the following:

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1. a passenger’s desires to have a variety and improved food and beverages

by offering local culinary (Finnish foods or Finland foods) together with retail

Finnish brands, and

2. automated services to accelerate the passenger process as well as an area

for work and relaxation.

This study proves that there is really a need of local cafés and

restaurants inside the airport highlighting local brands to satisfy the needs, wants

and anticipations of the passengers.

Briones, Cueto, Ocampo, Aballa, and Festijo (2013), conducted a study to

ascertain the social and profitable benefits of Lucban delicacies to its tourism

industry and recommend an action plan in marketing these as a travel

destination. With the assistance of the Tourism Officer, residents and restaurant

owners as respondents, researchers used methods such as descriptive and

qualitative. They discovered that these delicacies were the source of income and

helped increase the demand and taxes of the town. Lucban delicacies, as a

travel destination, should be marketed in ways especially the word of mouth to

increase the fame of this product as their culinary tourism.

This study recommends that the restaurant proprietors heighten the

product’s beauteousness and freshness for the tourists. The following are some

ways to keep the tourism industry flourishing in Lucban, Quezon City:

1. preserve the product’s quality and Lucbanians’ characteristics,

2. produce new and improved products embodying their cultural resources,

and
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3. satiate the tourists’ needs by offering additional services.

A study by Ibrahim and Gomez (2018) is centered on the food and drink

businesses especially restaurants. This is to pinpoint the factors that affect the

inclinations of Filipinos whether worldwide or resident brand. A once-a-month

regular diner is a requirement to be a respondent and out of two hundred twenty

consumers, a hundred and fifties is eligible. There are two stages in conducting

this research; quantifiable (organized question forms) and qualitative stages

(semi-structured interrogating manual).

The findings show that the previous writings, certainly, about worldwide

inclination driving forces have an influence on Filipinos choice. Nevertheless, the

output of this research implies that these driving forces are greatly interrelated

and have a common influence on worldwide brand inclination. Even though

these cannot be unglued, the element testing uncovered that three different

factions can be made to provide a peculiar outcome on brand inclination.

Thus, manifold driving forces can affect worldwide or resident inclination

such as a practical reason, figurative reason, outside influencers and a mixture of

values. As showed in this study, the driving forces are classified into three:

1. safety and persona ameliorated driving forces,

2. societal acknowledgment driving forces, and

3. resident identity driving forces.

Among the three, only the third has an affirmative impact on resident

brand inclination. This divulged ethnocentrism as a driving force of resident brand

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inclination does not affect Filipinos, similar to ethos conservation. Adaptability of

resident brands to local necessities and dignity in its place are the driving forces

of Filipinos resident brand inclination.

Kalalo, Cablao, Cabatay, Mantal, Manalo, and Felicin (2014) in their study,

this is intended to identify the cuisine preference of the local tourist in San Juan,

Batangas. In addition, it intended to delineate the local tourist’s demographic

profile, determine the various restaurants’ preferred cuisine, to identify the

relevant diverseness when grouped according to demographic profile, and lastly,

identify the preferred cuisine of local tourists in San Juan, Batangas. The suitable

method used in this research is the descriptive method. Through quota sampling,

respondents were carefully selected from 5 different restaurants in San Juan,

Batangas. Each of the restaurants selected 10 persons dining in their restaurants

having the capability to provide the relevant information concerning the local

tourist’s preferred cuisine in San Juan, Batangas.

Thus, the following are the results of this study:

1. local tourists in San Juan, Batangas are mostly college graduate, ranging

from 19 to 28 years of age and employed, visiting the place at least once a

month,

Table 2. Cuisine Preference

Type Mean Rank Overall Rank

American Cuisine 3.72 2
Chinese Cuisine 3.44 3
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Japanese Cuisine 2.76 5

French Cuisine 2.38 6
Italian Cuisine 3.34 4
Filipino Cuisine 5.36 1

2. as clearly illustrated above, local tourists highly prefer Filipino Cuisine still,

and

3. Filipino Cuisine also is frequently offered cuisine by restaurants.

Currently, the status of culinary tourism in San Juan, Batangas is average.

This study recommends:

1. restaurant owners to accentuate the beauteous and rejuvenating food

services to the tourists,

2. local government to further their determination in marketing culinary

tourism,

3. local tourism office perhaps would organize training programs concerning

making good use of local products as resources for the restaurant owners

in the vicinity, and

4. Lastly residents, restaurant owners or not, could highlight the local

products of San Juan Batangas and create culinary masterpieces

embodying the culture and tradition of San Juan.

According to Yang (2012), industrialized and developing countries have

been encouraging widely the agritourism which is growingly acknowledged in

academic literature. An observational study in a countryside village in Yunnan,

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China observes the effects of agritourism on a tribal community and the trials

faced by the inhabitants who try to enhance their livings through tourism. A

qualitative study of handpicked families denotes economical and sociocultural

favorable experiences. It has financed an additional income and employed more

people to the countryside community as well as augmented the environmental

conservatism and minority cultures and countryside lifestyle admiration.

Nonetheless, its growth is encountering numerous trials, and government support

are essential to provide financial assistance to agribusiness households

establishing and operating tourism industry.

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Figure 1. Research Flow

Legal Basis:

 EO No. 226
Basic Precepts: Omnibus Investment Code
of 1987
 Ansoff Matrix  RA No. 9593
 5 As of Tourism Tourism Act of 2009
 RA No. 10816
 7Ps of Marketing Farm Tourism Development
 7Ms of Resource Analysis in Act of 2016
 RA 11032
Business Planning
Ease of Doing Business
 DTI Business Canvass and Efficient Government
Service Delivery Act of
2018
 RA No. 10611
Food Safety Act of 2013
 Law on tourism and
Hospitality

Inputs
Collected Data through Documents Review, Survey, and Interview
Collation of Organization, Projections, Analysis and Presentation

Process
Data on Jojie’s Pa-initang Bol-anon Expansion Project at Bohol-Panglao
International Airport Feasibility studies on marketing, technical, Management,
Financial and Socio-Economic Aspects
 23

Feasibility Study

cum

Implementation Proposal
THE PROBLEM

Statement of the Problem

The principal purpose of this study is to ascertain the viability and

profitability of Jojie’s Pa-initang Bol-anon Business Expansion at Bohol-Panglao

International Airport.

Specifically, it intends to assess the feasibility of the project in terms of the

following sub-problems:

1. Is there a marketability of Pa-initang Bol-anon products in Bohol

Panglao Airport?

2. Who are these markets and how they constitute the overall prospective

markets?

3. What are the preferences of the markets inside the Panglao

International Airport to make them feel satisfied in terms of management,

and products itself?

4. Can the proposed Pa-initang Bol-anon be financially stable in the short

run and long run process in terms of financial statements projections?

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5. How can the proposed Pa-initang Bol-anon in Panglao International

Airport be financed?

6. Is there an economic impact in the society that this feasibility study may

create?

7. How can the proponent be flexible in meeting the demands of the

market in terms of pricing, and product presentation?

8. What are the strategies that the proponent may use to effectively

offering its product to a diverse type of markets?

Statement of Assumption

This research is based on the assumption that the business expansion of

Jojie’s Pa-initang Bol-anon in Bohol-Panglao International Airport is feasible.

Significance of the Study

The researchers believe that this study will aid or assist existing

entrepreneurs and those who would be on the same predicament in exploring

business expansion decision-making process for a similar type of venture;

To the academe whose teachers and students will be able to use it as a

reference for related future researches like developing an entrepreneurial culture

for sustainable development;

To the proponent, Mr. Arnold Labunog, owner of Jojie's Pa-initang Bol-

anon, this study will serve as an aid in his decision making, intuitions and
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assessment on how feasible the business expansion of Jojie’s Pa-initang Bol-

anon at Panglao International Airport.

To businessmen, corporate entities and other stakeholders of which this

study will serve as a guide in their quest of putting expansion projects and to

obtain profitable performance;

To other researchers for raising the level of an awareness thus adding

value to their craft or competency and future studies; and

To all tourism stakeholders whose main thrust is to look for avenues on

how to develop business opportunities thereby benefitting their own

organizations and communities they lived-in.

To the proponent, Mr. Arnold Labunog, of which this study is a guide in

terms of decision making about whether he would further expand his business,

Jojie’s Pa-initang Bol-anon, at Bohol-Panglao International Airport.

Scope and Limitations

This study shall focus on the expansion program of Pa-initang Bol-anon in

Bohol-Panglao International Airport mainly determining: (1) the demand for the

products by the markets inside the airport; (2) to estimate by mathematical

means, the profitability of the business; (3) and identify the approaches that

management should think carefully, considering the new and diversified markets.
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Further, this study also seeks to establish a performance measurement

indicator of whether Pa-initang Bol-anon products can help in building the image

of Bohol culture and lifestyle locally and internationally.

Limitations of the study are (1) limited sources and access of resources for

data collection; (2) difficulty in disseminating questioners to airport customers; (3)

Socio-demographic variables that include religion and culture, intolerances,

nutrition, and allergies, nationality, education, gender, and age.

The researchers shall acknowledge the time constraints and limited

materials in place to be used including the disclosure of information notably by

the industry players and tourists/visitors during the survey and interview.
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RESEARCH METHODOLOGY

Research Design

This study will undertake descriptive research. The data will be collected

using convenient sampling survey, a quantitative method, with air passengers

both domestic and foreign about the market aspect of this study. The researchers

would also collect data using interview, a qualitative method, with the proponent

in relation to the management, financial, and technical aspect of this study.

These would serve as the primary data gathering procedure that will be

supported by documents review from government agencies like Bohol Tourism

Center.

Research Environment

Bohol-Panglao International Airport, a new airport replacing the old

Tagbilaran National Airport, is situated at Tawala, Panglao in the province of

Bohol. The airport serves as the entry point to Panglao Island and the rest of

mainland Bohol. It is less than an hour’s flight from Mactan-Cebu International

Airport, which is the gateway to the Central Philippines for International tourists.

The new Bohol-Panglao International airport has an initial capacity of 3 million

passengers a year, larger compared to the old airport that has a capacity of only
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800,000 passengers per annum. As the number of air travel is expected to surge

in Bohol due to its tourism potentials and with the anticipated increasing

preference of local food consumption of travelers, the researchers have chosen

Bohol-Panglao International Airport as the location to expand Jojie’s Pa-initang

Bol-anon. The airport is a 29 minutes ride from the Integrated Bus Terminal

through a bus. No other café or restaurant can be found other than those

available inside the airport terminal.

Research Participants

The research participants comprised the key informant and respondents.

The key informant interviewee is the proponent/owner of Jojie’s Pa-initang Bol-

 29

anon. The respondents will be the Bohol-Panglao International Airport

passengers, both domestic and foreign.

Slovin method will be used to determine the sample size of the survey

respondents. The formula is:

N
n
1  Ne2

Where: n = sample size

N = average number of domestic and international passengers’

arrivals monthly

e = margin of error

The number of domestic and foreign passenger arrivals and departures

was provided by Bohol Tourism Center, which was taken from Bohol-Panglao

International Airport data.

Number of Number of
Percentage
Passengers Respondents

Domestic
45,820 47.40% 189
Passenger Arrivals

Domestic

Passenger 43,656 45.16% 180

Departures

International 3,993 4.13% 16

 30

Passenger Arrivals

International

Passenger 3,201 3.31% 13

Departures

TOTAL 96,670 100% 398

Using the Slovin formula, the sample size is 398 respondents at the 5%

margin of error with the confidence level of 95%.

Research Instruments and Sources of Data

The research instruments that will be used are the survey questionnaire,

key informant interview guide, and documents review guide to obtaining the

needed data to support this study.

The researchers devised a survey questionnaire to supplement the data

gathering procedure about the market aspect of this study. In the formulated

questionnaires, the respondents are asked about their preferences concerning

local food. The passengers are additionally inquired as to whether they are

happy to remain for some time to eat local food or take out as pasalubong and

the amount they are eager to spend.

The key informant interview guide comprises of questions to be answered

by the key informant in relation to the financial, management, marketing, socio-

economic and technical aspect in this study.

 31

To complete the tools required in this study, a document review guide is

set up to act as guide on the data needed for this study and from who and where

these data be obtained.

Data Treatment

To evaluate and interpret the data to be collected from the survey

respondents, the simple percentage method will be used to compare the

frequency of the responses to the total number of respondents.

Simple percentage formula:

f
P x100
N

Where: P = percentage

f = frequency

N = number of case

Research Procedures

The researchers shall write a letter to be addressed to the Dean, College

of Business, and Accountancy requesting approval for the intent to conduct the

study. Further, after obtaining approval from the Dean, a letter shall be sent to
 32

the Vice-President, Academics, together with the endorsement from the Dean

requesting final approval to pursue the study.

The research shall undergo an ethics review by the UB Ethics Review

Board. By then, after going through said formalities, the researchers can start

finalizing the requirements for obtaining significant data concerning the study.

Letters to heads of related agencies or institutions that have an impact on the

required data shall be prepared and be personally delivered. It should be

ensured that the letter must contain the signature of the Adviser and Dean of the

college/department.

A separate generic letter for the respondents or participants of the survey

and interviews shall also be prepared and be given before a survey or interview

shall be conducted ensuring that they understand the purpose of the study and

that whatever data to be obtained individually shall be treated with confidentiality.

Ethical Consideration

The topmost consideration of research is its integrity and quality, and this

could be reflected in a Certificate to be obtained or issued by the UB Ethics

Review Board whereby this will serve as an official consent to undertake the

study without any intention of harming any party involved in this study.
 33

DEFINITION OF TERMS

The following words as defined shall be used in this study.

Airport

a place from which aircraft operate that usually has paved runways and

maintenance facilities and often serves as a terminal

Domestic Tourist

a tourist who is a resident of a country traveling within the country.

Employee

a person working in the airport

Ethnic Restaurant

a place where travelers can dine for food culture

Foreign Tourist
 34

a foreign person admitted under tourist visas (if required) for purposes of

leisure, recreation, holiday, visits to friends or relatives, health or medical

treatment, or religious pilgrimage.

Local Brand

refers to product or business that is marketed in Bohol-Panglao

International Airport

Local Food

refers to food and other agricultural products that are locally grown or

produced, processed and then sold within a certain area.

Local Food Store

a place that sells local food where people can buy gifts as well as

experience the culture of the place through its product

Markets

refers to consumers that mainly include passengers, airport staff and other

customers who are interested to eat in Pa-initang Bol-anon

Pasalubong

a gift or souvenir to a friend or relative by a person who has returned from

a trip or arrived for a visit.

 35

Passenger

a person who travels from a place to another through air, sea or land

ANNEX A: LETTER TO THE VICE-PRESIDENT FOR ACADEMICS

March 15, 2019

DR. LUMIN T. PAMARAN

Vice President for Academics
University of Bohol
Dr. CecilioPutong St., Tagbilaran City

Dear Mrs. Pamaran:

We the Business Research 1 students of University of Bohol will be conducting a

research entitled “A Feasibility Study: Jojie’s Pa-initang Bol-anon Business
Expansion At Bohol-Panglao International Airport” in partial fulfillment of the
course taken. In connection of the research, we would like to request permission
to conduct a survey and series of interviews of the above-mentioned. The data to
be gathered from the survey will be useful to the researchers and will be utilized
for academic purposes.

We are hoping for your positive response.

Very truly yours,

Johnryl G. Lapez
Research Leader

Noted by:
 36

Dr. Dioscoro Ayag, Jr., PhD-HRM, MSBA, BSBA

Research Adviser

Mr. Cesario O. Edulan, CPA, MSBA

Dean, College of Business and Accountancy
 37

ANNEX B: LETTER TO THE DEAN

March 15, 2019

CESARIO O. EDULAN, CPA, MSBA

Dean, College of Business and Accountancy
University of Bohol
Dr. Cecilio Putong St., Tagbilaran City

Dear Mr. Edulan:

We the Business Research 1 students of University of Bohol will be conducting a

research entitled “A Feasibility Study: Jojie’s Pa-initang Bol-anon Business
Expansion At Bohol-Panglao International Airport” in partial fulfillment of the
course taken. In connection of the research, we would like to request permission
to conduct a survey and interviews of the aforementioned. The data to be
gathered from the survey will be useful to the researchers and will be utilized for
academic purposes.

Your approval will be greatly appreciated.

Very truly yours,

Johnryl G. Lapez
Research Leader

Noted by:

Dr. Dioscoro O. Ayag, Jr., PhD.-HRM, MSBA, BSBA

Research Adviser
 38

ANNEX C: LETTER TO THE OWNER OF JOJIE’S PA-INITANG BOL-ANON

University of Bohol
College of Business and Accountancy
City of Tagbilaran

March 21, 2019

MR. ARNOLD LABUNOG

Owner of Jojie’s Pa-initang Bol-anon
Tagbilaran City, Bohol

Dear Mr. Labunog:

Greetings!

We, the Accountancy students of the University of Bohol are planning to conduct
a feasibility study about Boholano food that could well represent the province to
all the visitors travelling via the Bohol-Panglao International Airport; and of which
we thought of having your esteemed Pa-initang Bol-anon as the chosen
resto/food providers/outlet. We opted to have the study be entitled:
“A Feasibility Study: Jojie’s Pa-initang Bol-anon Business Expansion at
Bohol-Panglao International Airport”

May we ask your permission and or approval to allow us to obtain relevant data
for the preparation of the proposal for the expansion plan.

Looking forward for your favourable attention.

If you have any concern you may reach the undersigned with CP # 09122226264
or send an email at [email protected]. Thank you very much.

Very truly yours,

Johnryl G. Lapez
Research Leader

Dr. Dioscoro O. Ayag, Jr., PhD.-HRM, MSBA, BSBA

Adviser
 39

ANNEX D: LETTER TO THE OFFICER IN-CHARGE IN BOHOL TOURISM

OFFICE

University of Bohol
College of Business and Accountancy
City of Tagbilaran

March 21, 2019

MS. JOSEPHINE R. CABARRUS

Bohol Tourism Office
Tagbilaran City, Bohol

Dear Ma’am,

Greetings!

We, the Accountancy students of the University of Bohol are planning to conduct
a feasibility study on food providers at the new Bohol-Panglao International
Airport. The study is entitled, “A Feasibility Study: Jojie’s Pa-initang Bol-anon
Business Expansion at Bohol-Panglao International Airport”.

In attendant, we would like to request your good office to provide us with the
necessary, relevant data regarding passenger arrivals and departures specifically
on domestic and international travellers from the old Tagbilaran airport and the
newly opened Bohol-Panglao International Airport. These data shall be used to
support assumptions and analysis of the study. Looking forward to your
favourable attention.

If you have any concern you may reach thru the undersigned with CP #
09122226264 or send an email at [email protected]. Thank you very
much.

Yours very sincerely,

Johnryl G. Lapez
Research Leader

Dr. Dioscoro O. Ayag, Jr., PhD.-HRM, MSBA, BSBA

Adviser
 40

ANNEX E: LETTER TO THE OFFICER IN-CHARGE IN BOHOL-PANGLAO

INTERNATIONAL AIRPORT

University of Bohol
College of Business and Accountancy
City of Tagbilaran

March 15, 2019

Officer-in-Charge
Bohol-Panglao International Airport
Tagbilaran City, Bohol

Dear Sir,

Greetings!

We, the Accountancy students of University of Bohol are planning to conduct a

feasibility study at Bohol-Panglao International Airport.
The study is entitled:
“A Feasibility Study: Jojie’s Pa-initang Bol-anon Business Expansion At
Bohol-Panglao International Airport”
We would like to ask your permission to allow us to conduct a survey regarding
our study. We are hoping for your positive response.

If you have any concern you can reach thru 09122226264 or send an email at
[email protected]. Thank you very much.

Very truly yours,

Johnryl G. Lapez
Research Leader

Dr. Dioscoro O. Ayag, Jr.

Adviser
 41

ANNEX F: QUESTIONNAIRE TO AIRPORT EMPLOYEES, DOMESTIC, AND

FOREIGN PASSENGERS

SURVEY QUESTIONNAIRE

RESPONDENT’S BASIC INFORMATION:

Nationality: __________________
Residence:
________________________________________________________________

QUESTIONS:
1. Would you buy food & drinks at the airport?

 Yes
 No

2. If yes, what are your reasons for buying food & drinks at the airport? (Check as
many as you can)

 Snack
 Meal
 Pasalubong
 Others, please specify: ______________

3. What type of food & drink would you prefer to eat at the airport?

 Local Food
 Foreign food

4. If local food, which of the local foods & drinks would you buy if sold at the
airport? Check as many as you want. Pictures and descriptions are provided.

Snacks:

 Cassava cake  Nilubid (Cassave Slice)

 42

 Pichi-pichi  Palitao
 Bingka  Puto Bugas
 Bingka bilao  Banana Cake
 Puto bigas bilao  Puto Maya
 Malagkit  Puto Maya w/ Bukhayo
 Cochinta  Biko Dukot
 Nilambid (pilit) slice  Biko Ube

Meals:

Home Style Value Meals

 Fried Vegetable  Inun-onan

Lumpia  Pritong Inun-onan
 Homemade Chinorizo  Batchoy Plain
 Kosahos Baboy  Batchoy with Egg
 Kosahos Baka
Bol-anon Favorites

 Pritong Inun-onan  Bola-bola

 Inun-onan
 Nilat-ang Baka
 Law-oy
 Uyap/Ginamos
 Humba Nangka

Beverages:

Pa-bugnaw (Cold Drinks):

 Mango Shake  Bottled Water (500 mL)

 Guyabano  Bottled Water (330 mL)
 Dalandan  Soft Drinks
 Lemonsito
Pa-init (Hot Drinks):
 43

 Tsokolate
 Corn Coffee
 Hot Milk
 Salabat

5. What would be the most important factors you consider in buying local food?
(Rank from 1-5. 1 being the highest priority and 5 being the lowest)

______ Price

______ Nutritional Value

______ Taste

______ Packaging

______ Presentation/Design

6. How much do you want to spend for?

Meal:

 Below P50
 P50 – P100
 P101 – P150
 P151 – P200
 More than P200

Snack:

 Below P50
 P50 – P100
 P101 – P150
 P151 – P200
 More than P200

Pasalubong:

 Below P100
 44

 P100 – P500
 P501 – P1000
 More than P1000
 45

ANNEX G. KEY INFORMANT INTERVIEW GUIDE

KEY INFORMANT INTERVIEW GUIDE

I. Interview guide to key informants, owner of Jojie’s Pa-initang Bol-anon.

 Management

1. How many employees do you have in a typical branch of Pa-

initang Bol-anon?

2. What are your qualifications in accepting your employees?

3. What are the job descriptions and specifications of your

employees?

4. Do you have seminars and trainings for your newly hired and

existing employees?

5. What kind of seminars and trainings do you give? And how

often?

6. What are your retention policies to your employees?

 Financial

1. What are the range of salaries and benefits provided for each

job position?

2. How much do your usual overhead and raw materials cost?

3. How much is the cost in putting up a branch of Pa-initang Bol-

anon?

4. What is your way of financing the establishment of a new

branch?

 Technical
 46

1. How are the day-to-day operations done?

2. Where did you get your supplies for your inventories?

3. Would you allow some modifications of your product like the

concept of pasalubong?

 Socio-economic

1. What are the precautionary measures you use to ensure the

safety of your customers?

2. What is your waste disposal method?

3. What do you think are your contributions to the community?

 Marketing

1. What are your strategies in marketing your products to the

customers?

2. What season of the year do the sales of your products are at the

most?

3. What are those products that sell the most during peak season?
 47

KEY INFORMANT INTERVIEW GUIDE

II. Interview guide to key informants, Bohol-Panglao International Airport

management.

 Management

1. What are the requirements needed to set a store/stall at the airport?

2. What are the rules/policies businesses must adhere in the airport?

3. What is the airport’s opening and closing time?

4. What are the security measures being applied to ensure the safety of

the businesses in the airport?

 Financial

1. How much is the cost of putting a store/stall at the airport?

2. What are the related costs to set up/operate a business at the airport?

 Technical

1. Would you allow foods to be cooked inside the airport?

2. If yes, what are the procedures/rules the business must comply?

 Marketing

1. What season of the year does the airport has the most number of

passengers?
 48

ANNEX H: DOCUMENTARY REVIEW GUIDE

Data to be Source
Office/Organization Contact Person
Gathered Document
No. of domestic Data on MS.
passenger passenger Bohol Tourism JOSEPHINE R.
arrivals and arrivals and Office CABARRUS
departures departures

No. of
Data on MS.
international
passenger Bohol Tourism JOSEPHINE R.
passenger
arrivals and Office CABARRUS
arrivals and
departures
departures
 49

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