ASSESSMENT FOR TOURISM DEVELOPMENT: ADAPTIVE INNOVATION

APPROACHES IN PROMOTING MT. PAMITINAN IN RODRIGUEZ RIZAL

CHAPTER 1
INTRODUCTION

Rizal Province is easily the playground of both experienced and novice hikers looking for

a fast taste of the outdoors, since it is within an hour's drive from the bustling city and contains a

large section of the magnificent Sierra Madre. But, despite the advent of new, off-the-beaten-

path routes, nothing compares to one of the all-time favorites on this side of the woods, the karst

mountains in Rodriguez (Montalban), which promise not only a panoramic view but also a

physical struggle that makes the climb worthwhile. Mt. Pamitinan, one of the trio of mountains

in Sitio Wawa alongside Mts. Binacayan and Hapunang Banoi, is one of Montalban's favorites.

Wawa Dam is a must-see cool side excursion at the conclusion of a back-breaking climb for

these three.

Tourism is really evident in this area. As people from the Metro craves to be in a place

away from the city, spots like Mount Pamitinan are truly tourists’ favorites. Other than the

majestic and magnificent views, hiking through Mount Pamitinan also promotes a good quality

exercise for physical health. Plus, it is easily accessible by tourists in the Metro because of the

proximity. Mount Pamitinan, as of this writing, is still considered to be a raw mountain where

development is yet to be fully realized in the tourism sector. Nonetheless, locals and foreign

tourists already loves the experience that the Mountain provides. It is like a breather from the tall

skyscrapers in the city.

into progress to make the site and/or area be improved to attract more tourist and to make the

place be more known in the industry of tourism. Developments are really a must, especially in

these times where everything is fast-paced and are continuously improving every hour that

passes by. While it is not wrong for a tourist spot to be raw and untouched by modern

technologies and new innovations, doing so will boost the tourism and economic development,

not just in the region of Rizal but also the country as well.

BACKGROUND OF THE STUDY

The progress and quality of the worldwide tourist sector are dependent on innovation and

entrepreneurship. Tourist innovation provides a chance for Less Developed Countries to

distinguish their tourism offering, making it more competitive and improving socio-economic

advantages at the grassroots level. The early research on innovation was mostly focused on

manufacturing businesses, which makes sense given that the world's economy was founded on

industrial society. As we progressed from a manufacturing economy to a service economy and,

more recently, a knowledge economy, studies on innovation began to encompass service

businesses, including tourism. Despite this, and despite the critical role that tourism plays in the

global economy, theoretical and empirical research on tourism innovation is still limited and

mainly conceptual. As a result, if businesses want to stay competitive, they must innovate in

terms of the products and services they provide (Evans, Campbell, & Stonehouse, 2003).

New trends in demographics, lifestyles, consumption patterns, purchasing power, new

technologies, and access to information, among other changes, ushered in new trends in tourism
management and development (Buhalis & Costa, 2006a, b), which have influenced the

shortening of tourism destinations' life cycles over the last decades. This necessitates the creation

of new goods and, more importantly, new travel experiences that must be provided at all phases

of the tourist area's life cycle (Butler, 1980), allowing the destination to continually reinvent

itself. The introduction of an innovation in the form of a new product or method has significant

implications in manufacturing, although these effects primarily affect the business itself. When it

comes to tourism, the introduction of a new product frequently has an impact on the destination's

image and impacts the overall tourism experience. One of the reasons why the establishment of

tourism innovation networks inside tourism areas is so essential is because of this.

Innovation plays a big role, not just in manufacturing businesses, but tourism as well. As

the world evolves and embraces modernity, tourism should also go with the flow. Follow the

trends and innovate based on what the majority of tourists seek for. However, adapting

innovations for tourism development should also give focus on environmental necessities. As

Mount Pamitinan is a part of the natural tourist spots, preserving and conserving this area should

be the top priority. The adaption of innovation should revolve around this responsibility.

Improving the spot’s amenities and offered activities should be done within the moral and ethical

practices of the area.

STATEMENT OF THE PROBLEM

This paper aims to assess the tourism development through the adaption of innovative

approaches in promoting Mt. Pamitinan in Rodriguez, Rizal.

Particularly, this study seeks answers to the following questions:

1. What is the profile of the respondents in terms of:

1.2 Age

1.3 Civil Status

1.4 Location?

2. What are the innovative approaches for tourism development?

3. How can these approaches be adapted to Mt. Pamitinan?

4. How can tourism be developed through this adaption?

5. What are the factors that affect the development of tourism?

5.1 Culture

5.2 Peace

5.3 Security

5.4 Natural Beautification

SIGNIFICANCE OF THE STUDY

This research will be conducted with the aim to provide crucial information and

knowledge regarding the assessment of tourism development through adapting innovation

approaches in promoting Mt. Pamitinan in Rodriguez, Rizal to the chosen respondents, recent

studies or thesis, and related sites needed for the expected importance to the individuals as

follows:

The Researchers. For aspiring tourism professionals such as researchers, being a rookie in

this field is a difficulty. As a result, this will be a tool that will lead and steer them in identifying

trustworthy, dependable, and crucial aspects that are recognized as vital facts for gaining a better

knowledge of the subject. Indeed, this research will be the most important source of information

for them in their future studies.

techniques that have a significant impact on the performance of a tourist attraction. This study

will act as a source and guide for them in the future if they want assistance or information about

tourism locations.

The Provincial Tourism Department o Rizal. Adapting innovation approaches to further

promote Mt. Pamitinan will be of benefit to the provincial tourism department of Rizal. Through

this study, and through the practical realization of the possible results, the rise and improvement

of Mt. Pamitinan as a tourist attraction will encourage more tourists to visit the place.

The Tourism Industry. This study will also assist the tourist sector because the adaptation

of innovative techniques may be used to other destinations than Mt. Pamitinan. This might serve

as a springboard for improving other tourism attractions around the country. As a result, if

tourism takes off, the economy will reap significant benefits.

The Business Investors. Business investor will likely benefit from this study as they will

have a broader knowledge or an enlightenment about how significant innovations are when it

comes to tourism. Hence, will help them in their decision-making of investments towards this

sector.

The Tourism Students. This research might be used as a study guide or a resource for

tourism students. This article will provide students with a concept or understanding of how to

market tourist attractions, particularly in less developed areas.

SCOPE AND LIMITATIONS OF THE STUDY

The primary goal of this research is to analyze tourist development by implementing

innovative ways to promote Mt. Pamitinan in Roriguez, Rizal. The data will be collected from a
random sample of Mt. Pamitinan tourists, with a preference for those who have visited the region

more than once.

This research will only look at how to expand tourism through creative ways; it will not

look at how to develop other sectors or other variables that can help the industry grow. As a

result, the study will be more concise, to-the-point, and trustworthy. Sticking to the core issue

and just employing supporting thoughts to support the study's conclusion or outcome will make

it more effective and efficient for the audience.

CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter contains the concepts, the completed thesis, generalizations or findings,

methodology, and other information. Those in this chapter aid in familiarizing readers with

knowledge that is related and comparable to the current study.

Local Literature

Brief History of Philippine Tourism

The Presidential Decree No. 189 established the Department of Tourism in 1973. Other

agencies that assist the department include the Philippine Tourism Authority (PTA) for

infrastructure development, the Civil Aeronautics Board (CAB), and the Philippine Convention

Bureau (PCB) for convention marketing. The Philippine Tourist and Travel Association was

founded in 1952 to bring together organizations and institutions involved in travel and tourism.
Then, in 1956, the Board ofTravel and Tourist Industry was established to formulate travel and

tourist policy in collaboration with the PTTA.

The agency was restructured and assigned the duty of promoting tourism as a significant

activity in the country under the Aquino administration. The Philippine Convention and Visitors

Corporation (PCVC) was created to assist the department when CAB was transferred to another

agency. The 20-year Philippine Tourist Master Plan (TMP) was established under the Ramos

administration and released in Proclamation No. 188 upon completion, becoming the

government's plan for tourism growth. This prevents other agencies or the private sector from

implementing the plan, but it does enable the department to form committees and taskforces to

assist in its implementation. The Secretary of Tourism, on the other hand, was raised to senior

cabinet level under the Arroyo administration, with a focus on economic sufficiency and political

stability.

The Philippine Tourism Industry Offers a Variety of Activities

According to our country's official tourist website, the Central Philippines offers a wide

range of attractions as well as a variety of enjoyable activities and locations to explore. One is

through national parks, while another is through nature and ecotourism places like as dolphin and

bird watching (Pamilakan Island Dolphin Watching) in Cebu, river cruises (Cambuhat river

cruise), and mangrove tours. Scuba diving, festivals and events (Ati-atihan, Dinagyang, and

Sinulog festivals in Aklan, Iloilo, and Cebu, respectively), beach resorts (Boracay, Mactan, etc.),

golf courses (needs improvement), yachting and Marinas (non-existent but can be added), cruises

(not yet developed), hiking and trekking (needs improvement), and urban attractions are among

the other activities (galleries, museums, historical sites, restaurant bars, buildings, etc.).
The Philippines as a Tourist Destination

The Philippines is an archipelagic country in Southeast Asia in the western Pacific

Ocean, bordered on the east by the Philippines Sea, on the south by the Celebes Sea, on the

southwest by the Sulu Sea, and on the west and north by the South China Sea. The nation is

made up of 7,641 islands. With a land size of nearly 300,000 square kilometers, it is the world's

fifth-largest island republic. Despite the Philippines' large number of islands and islets, only

around two-fifths of them are named. These islands are split into three main regions: the Luzon

group of islands, which includes Luzon Island, Mindoro, and Palawan; the Visayas group of

islands, which includes Bohol, Cebu, Leyte, Negros, Panay, and Samar; and Mindanao, which is

located in the country's southernmost area. Borloza, Cullinane, and Hernandez (2015). Borloza,

Cullinane, and Hernandez (2015). There are 81 provinces in all, which are divided into 17

regions based on physical, cultural, and ethnological factors. (Source: Wikipedia, 2004a.) The

Philippines has a population of approximately 109 million people and is ranked 13th in the world

in terms of population. (According to Worldometers 2020.)

During its 333-year colonialism, the name Philippines is taken from the name of the

Spanish ruler, Phillip II. The Philippines' culture, particularly its religion of Roman Catholicism,

is a result of Spanish colonization. Islam, which was brought to the Philippines via Brunei in the

15th century, has a considerable following in the southern Philippines. The United States of

America seized control of the nation from the Spaniards and ruled it for another 48 years,

educating the people in the process. Despite the dominance of Anglo-European culture, the

Philippines' people are Asian in outlook and aspiration. During the colonial authority of the

Spaniards, Spanish was the official language. English became the language of instruction in

public schools during the American occupation. In 1937, Tagalog, the local language, was
nominated as the country's official language. (Source: WorldAtlas 2016.) Scholars believe that

there are 150 native languages and dialects spoken in the Philippines. Because there are so many

ethnic groups in the nation, they speak in a variety of dialects depending on where they live.

Borloza, Cullinane, and Hernandez (Borloza, Cullinane, and Hernandez, 2015c.) Because

English is the second language spoken by the population after Tagalog, the Philippines is one of

the world's largest English-speaking countries. (PHILIPPINES EXPERIENCE 2010a.)

The Philippines' climate is divided into two seasons, the dry season and the rainy season,

as it is a tropical country. The coldest months are November to February, and this is an excellent

time to come if you don't like the hot and dry weather. Summer is from March to May for people

who don't mind the heat and like being outside. The months of June to October are wet, while the

months of July to September are typhoon prone. The Philippines' average temperature is 30

degrees Celsius, with a humidity of 77%. Highlands, such as Baguio and Tagaytay, have a colder

climate than the rest of the nation. (PHILIPPINES EXPERIENCE 2010a.)

Foreign Literature

Tourism Innovation

The study of tourist innovation is likewise in its early stages. The minimal quantity of

scientific research in this field is due to a variety of factors. Empirical research has been

confounded by the concept of a tourism product as a mix of various factors. Tourism goods can,

in fact, comprise both tangible and intangible aspects. A destination, for example, might be

designated as any of a variety of vendors, such as hotels, restaurants, entertainment companies,

vehicle rental companies, tourism guides, and so on. Furthermore, tourism encompasses more

than just the creation of products and services. People as individuals embody several intangible
qualities. The tourism experience can be influenced by sociological and cultural characteristics

of the local people, as well as visitor behavior. A tourist product, according to Weiermair (2006),

is an experience. Other challenges are related to the features of tourism products, such as

simultaneous production and consumption (Weiermair 2006) and coterminality (Weiermair

2006). (Miles 2005).

The tourism industry is known for its high level of variability. Family-run lodging and

local eateries cannot be compared to international hotels and golf courses. According to several

research on innovation and entrepreneurship, hotels and restaurants have a lower chance of

survival, and because they are generally low-entry sectors, it is simple for individuals to start a

new business on a non-innovative foundation (Sundbo and Gallouj, 1999). The sector's market

features, which include high levels of competition, force businesses to innovate in order to stay

competitive (Hall and Williams, 2008). Tourism businesses, on the other hand, have a harder

time protecting their innovations since duplicating competitors is so simple. This is why these

businesses must continually innovate in order to maintain their competitive advantage (Porter,

1998).

The Meaning of Development

The term "development" is a bit of a catch-all term that may be interpreted in a variety of

ways depending on your point of view. According to Goulet (1968, cited in Pearce, 1989),

development may be viewed as a process of social change as well as a state or situation that

occurs when a society is classified as developed or underdeveloped. Traditionally, development

was defined solely in terms of economic growth, as measured by the increase and maintenance of

Gross Domestic Product (GDP) or, alternatively, the growth of income per capita, which allowed

researchers to assess a country's ability to expand its outputs at a faster rate than its population
growth rate. Another connected issue was the fast industrialisation as a development strategy

decreasing the structure of production and employment in agriculture, moving them to

manufactures and services (Todaro & Smith, 2008). The difference between the ideas of growth

and development is difficult to make since they have such a close relationship. As a result, many

of the development ideas and models were first linked to economic growth theories.

Development entails change and is linked to a society's economic and social

transformation. Economic growth is a prerequisite for progress. Development, on the other hand,

entails more than a rise in national revenue. It must include a broader concept of human welfare

that encompasses social, political, and cultural goals, implications, and values, as well as a

sustained rise in GDP alongside the necessary changes in societies' attitudes and traditions that,

in the past, may have stifled progress, and must integrate a broader concept of human welfare

encompassing social, political, and cultural goals, implications, and values (Ingham, 1995; Seers,

1969; Thirlwall, 1989).

Importance of Innovation in Development

Economic and organizational advantages from innovation are significant. Every company

attempts to improve its performance on a regular basis in order to sustain it. Innovation has been

linked to effective growth in several studies. Economists have debated the exact nature of the

link for decades, according to Bessant and Tidd (2011, p. 5), but they all agree that innovation

accounts for a significant percentage of economic growth. The tourist industry's market features,

which include high levels of competition, force businesses to innovate in order to stay

competitive (Hall & Williams, 2008). Productivity is connected to production and quality

performance, according to the notion of competitive advantage. As a result, tourist businesses

that invest in quality and product variety are more likely to succeed (Carvalho & Costa, 2011, p.
26). Due to aspects such as long-term steady production, growth, yield, sustainable performance,

and sector leadership, innovation is viewed as a must for businesses (Yac, 2017). The fact that

OECD countries spend 1500 billion dollars per year on R&D, that over 16 thousand firms in the

United States operate their own industrial research labs, and that in Germany, 17 percent of all

firms' turnover was earned with newly introduced products, with 38 percent in the research-

intensive sector, demonstrates the importance of innovation (Bessant & Tidd, 2011).

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