Prelims

Half Title Page

Revisiting Sustainable Tourism in the Philippines: Towards a Better Normal

Series Title Page

New Perspectives in Tourism and Hospitality Management

New Perspectives in Tourism and Hospitality Management positions organizational change and behavior in the tourism and hospitality sector at its heart, providing interdisciplinary research in this field and joining the areas of organizational studies and tourism/hospitality management.

After years of disruption, the tourism and hospitality sector is an increasingly important area of study, encompassing topics such as sustainability, the environment, climate change, terrorism, cultural studies, and more. New trends, challenges, and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry are analyzed with a particular focus on organizational behavior, responsible management and governance, sustainability, and ecotourism.

New Perspectives in Tourism and Hospitality Management provides alternative philosophies for organizational change and development in hospitality. It encourages the exploration of philosophies including critical theory and is interested in qualitative and quantitative analyses of change management and change practices in touristic destinations and organizations.

Title Page

Revisiting Sustainable Tourism in the Philippines: Towards a Better Normal

Edited by

John Paolo R. Rivera

Philippine Institute for Development Studies, Philippines; Asian Institute of Management - Dr. Andrew L. Tan Center for Tourism, Philippines

Eylla Laire M. Gutierrez

Asian Institute of Management - Dr. Andrew L. Tan Center for Tourism, Philippines

And

Fernando Martin Y. Roxas

National Power Corporation, Philippines; Asian Institute of Management - Dr. Andrew L. Tan Center for Tourism, Philippines

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2024

Editorial matter and selection © 2024 John Paolo R. Rivera, Eylla Laire M. Gutierrez and Fernando Martin Y. Roxas.

Individual chapters © 2024 The authors.

Published under exclusive licence by Emerald Publishing Limited.

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83753-679-5 (Print)

ISBN: 978-1-83753-678-8 (Online)

ISBN: 978-1-83753-680-1 (Epub)

List of Figures and Tables

About the Editors

John Paolo R. Rivera is an Educator, Researcher, and Consultant in the areas of economics, management, and tourism. He is the President and Chief Economist of Oikonomia Advisory & Research, Inc. and is a Senior Research Fellow at the Philippine Institute for Development Studies. He was OIC Executive Director at the AIM-Dr. Andrew L. Tan Center for Tourism.

Eylla Laire M. Gutierrez is a Program and Research Manager at the Asian Institute of Management (AIM) Dr Andrew L. Tan Center for Tourism. Her research interests include sustainability, community development, gender studies, and tourism management.

Fernando Martin Y. Roxas is the President of the National Power Corporation and a Professor at the Asian Institute of Management, where he teaches operations and services management, supply chains, systems thinking, and sustainable tourism.

About the Contributors

Luisito C. Abueg is an Assistant Professor at the University of the Philippines Los Baños (UPLB). His research interests are mathematical economics, economic statistics, economic history, and gender economics.

Iris L. Acejo is a Research Associate with Seafarers International Research Center in the School of Social Sciences at Cardiff University. Her research interests are welfare and vulnerability of seafarers.

Ramon Benedicto A. Alampay is an Associate Professor at the UP Asian Institute of Tourism (AIT). His research interests are local and regional economic development, regenerative approaches to placemaking, and tourism strategy.

Avi Ben P. Andalecio is an Academic Staff and a Researcher at the University of Santo Tomas (UST) College of Tourism and Hospitality Management (CTHM). His research interests are tourism and hospitality, public policy, and administration.

Warner M. Andrada is the Department of Tourism (DOT) OIC-Assistant Secretary for Tourism Development. His research interests are tourism policies and plans, analysis of tourism data, and measuring tourism impact on the economy.

Lilibeth C. Aragon is the Dean of the Lyceum of the Philippines University (LPU) Manila's College of International Tourism and Hospitality Management.

Jonna C. Baquillas is an Associate Professor at the Department of Marketing and Advertising of De La Salle University (DLSU). Her research interests are sustainable consumption and production, circular economy, sustainable tourism, climate resilience, and just energy transition.

Marie Jel D. Bautista was an Assistant Professor at the Department of Hospitality and Tourism Management of Central Luzon State University (CLSU), Nueva Ecija.

Ma. Janda Ira Felina M. Benedictos is an Instructor at UPLB handling undergraduate courses on elementary economics, macroeconomics, microeconomics, and human resource economics.

Jocelyn Y. Camalig is the Chairperson of the Hotel and Restaurant Administration at LPU Manila. She is a Certified Hospitality Educator, Certified Guest Service Professional, ServSafe Practitioner, and National Master Trainer/Assessor for the Food and Beverage Service Division.

Celyrah B. Castillo is a Professor and the Dean of the College of Home Science and Industry at CLSU. She worked in various research and development projects on internationalization of Higher Education Institution through education tourism.

Daryl Ace V. Cornell is a Professor at the Polytechnic University of the Philippines (PUP). His research interests are sustainable operations in tourism and hospitality and leisure and recreation management.

Ethelbert P. Dapiton is a Visiting Professor at Swinburne University of Technology, Victoria, Australia. His research interests are education, tourism, and hospitality management.

Edieser D. L. Dela Santa is a Professor at the UP AIT. His research interests are politics of tourism policy formulation and implementation, representation of culture and heritage, tourism and hospitality curriculum development, and tourism governance in protected areas.

April Joy E. Dopeño is an Academic Staff at the Department of International Studies, Institute of Arts and Sciences of FEU Manila.

Omme Atiyah B. Gonting is a Tourism Operations Officer at the Provincial Tourism Office of La Union, Philippines and a Master's student at the UP Asian Institute of Tourism. Her research interests are sustainable tourism value chains, destination marketing, and cultural tourism.

Gezzez Giezi G. Granado is the Dean of UST CTHM and a Professor of Law at UST CTHM and UST Faculty of Civil Law. His research interests are sustainable tourism, legal policy issues in tourism and hospitality, and tourism and hospitality education.

Marie Danielle V. Guillen is an Associate Professor at UP AIT and is an International Development Professional and a Consultant in the field of policy and planning sciences, specifically transport, tourism, gender, and climate change.

Viory Yvonne T. Janeo is the Vice Dean and Faculty at University of Asia & the Pacific (UAP) School of Economics.

Jovito Jose P. Katigbak is a Lecturer at the Department of Political Science and Development Studies of DLSU Manila. He is a Senior International Finance Specialist at the Bangko Sentral ng Pilipinas. His research interests are women and development, sustainable development, e-commerce, governance and public policy, and international relations.

Liwliwa B. Lagman is an Associate Professor of Tourism and Hospitality at University of Mindanao. Her industry experience includes managing daily operation of front office and housekeeping departments as Hotel Duty Manager.

Jame Monren T. Mercado is an Academic Staff and a Researcher at UST CTHM. His research interests are cultural heritage tourism management and sustainable development; and intangible cultural heritage.

Winston Conrad B. Padojinog is the President of UAP. His research interests are industrial dynamics and policy.

Ivy Charisse T. Pagulayan is the Chairperson at LPU Manila's College of International Tourism and Hospitality Management. Her industry experience includes working as Front Desk Officer, Barista, and Restaurant Crew at Portofino Bay Hotel, Orlando, Florida.

Diana Rueda is an Instructor at UAP. She teaches International Business Economics, Intermediate Microeconomics, and Macroeconomics.

Claire Therese B. Villafuerte is a Teaching Associate at the UPLB College of Economics and Management. Her research interests are economic development, human resource economics, and gender economics.

Ray Justin A. Villanueva has an undergraduate degree in Economics with an informal minor in Tourism Management from UP Diliman. His areas of interest include tourism marketing and value chains, redesigning of local tourism marketing campaigns, and assessment of community tourism policies.

Foreword

Fernando Martin Y. Roxas

We are pleased to introduce “Revisiting Sustainable Tourism in the Philippines: Towards a Better Normal.” In a world marked by dynamic shifts and unprecedented challenges, this book delves into the transformative journey of sustainable tourism in the Asian context, examining its evolving landscape against the backdrop of technological advances, the COVID-19 experience, and the increasing sensitivity to sustainability.

Technology is a powerful enabler for sustainable tourism. From digital platforms that connect travelers with eco-friendly accommodations to advanced data analytics aiding in destination management that reduce our carbon footprint, technology is empowering both businesses and tourists to make responsible choices.

The shockwaves of the pandemic have reverberated globally, prompting the opportunity to prioritize resilience and adaptability in the face of unforeseen challenges. We explore how the lessons learned during the global crisis can be harnessed to create a tourism sector that is more adaptable, inclusive, and considerate of local communities.

Our society's heightened awareness to sustainability is another beacon guiding the evolution of tourism. On one side, communities, governments, and businesses are recognizing the necessity to balance economic benefits with environmental and social responsibility. On the other side, conscious travelers are increasingly seeking experiences that align with their values, driving a demand for destinations that support community engagement, cultural preservation, and the protection of our planet.

We tackled postpandemic issues hindering sustainability pursuits in the better normal. Tourism management and development have become more profound with the growing significance of tourism as an economic pillar, particularly in Asia – a region teeming with ridge-to-reef experiences. Asia is home to major tourism and investment source markets such as the People's Republic of China (PRC), Republic of Korea (ROK), Japan, India, and the member economies of the Association of Southeast Asian Nations (ASEAN). Economic opportunities from tourism brought about by hyper-globalization are driving changes in the strategies of national tourism organizations (NTOs), policymakers, destination managers, private enterprises, local communities, and tourists. The challenges of meeting these opportunities have become more pronounced given consequences of unsustainable tourism practices. Thus, we present challenges, opportunities, and approaches of pursuing sustainable tourism in a postpandemic situation within the framework, principles, and practices of tourism management and development as applied to the diverse yet fragile nature-based tourism sector of the Philippines. We showcase an anthology of research focusing on the Philippine experience, which other economies can learn from.

In 2005, the Philippine Institute of Development Studies (PIDS) – Philippine APEC Study Center Network (PASCN) published the book Challenges of Sustainable Tourism in the Philippines. ^{1 , 2} A handful books on tourism economics and economics of sustainable tourism also presented case studies from developed and less developed tourism destinations. They focused on market demand estimations, host communities, and environmental impact analysis. However, in 2023, the Asian Institute of Management – Dr Andrew L. Tan Center for Tourism (ALT-CFT), through De La Salle University Publishing House (DLSUPH), released the book People, Planet, Profit: Principles and Practices of Sustainable Tourism highlighting more Philippine and Asian cases. ^{3 , 4} As a follow-up, we continue the trajectory of underscoring less developed tourism destinations and less discussed issues, which are value-adding for policymakers, private sector, local community, civil society, academe, and the public.

We structured this book to guide you through essential chapters, including a fresh and in-depth preliminary exploration of sustainable tourism, a paradigm shift toward value chain integration, a call to think small for effective management, the customization of services to meet changing demands, and a compelling conclusion advocating for quality over quantity. It adopts a unique management and practical perspective. By merging theoretical frameworks with real-world experiences, our contributors offer tangible insights that can be applied by professionals, policymakers, and stakeholders alike. The book analyzes the current state of sustainable tourism and contributes to the discourse on how it can be realized.

We thank the contributors who shared their insights, experiences, and expertise. We hope that this encourages you to reflect on the profound implications of the main themes, foster constructive dialogues, and spark collective action toward a more sustainable and resilient future for tourism.

Preface

John Paolo R. Rivera

This book tackles the postpandemic theoretical, conceptual, empirical, and systemic issues faced by tourism stakeholders in their pursuit of sustainability in the new and better normal. More than ever, the role of tourism management and development has become more profound with the growing significance of tourism as an economic pillar, particularly in Asia – a region teeming with ridge-to-reef experiences anyone can partake. Moreover, Asia is home to major tourism and investment source markets such as the People's Republic of China (PRC), Republic of Korea (ROK), Japan, India, and the member economies of the Association of Southeast Asian Nations (ASEAN). The economic opportunities from travel and tourism brought about by hyper-globalization are driving changes in the behavior and strategies of national tourism organizations (NTOs), policymakers, destination managers, private business organizations from micro to large enterprises, local communities, and tourists themselves. Likewise, the challenges of meeting these economic opportunities have become more pronounced given the negative repercussions of unsustainable tourism practices on the people and the environment. Thus, this book explicates not only the challenges and the opportunities of pursuing sustainable tourism in a postpandemic situation but also the approaches by which sustainable tourism in Asia can be achieved within the framework, principles, and practices of tourism management and development as applied to the diverse yet fragile nature-based tourism sector of the Philippines. Through this book, we present a collection of peer-reviewed research works focusing on the experiences of the Philippines, which other economies heavy on tourism can learn from.

The key objective in preparing this book is for it to serve as key evidence-based resource material for achieving a broader and deeper understanding of the current challenges and opportunities of sustainable tourism. This is anchored on the lessons learned from the COVID-19 pandemic and how the tourism industry can move forward sustainably and resiliently. It compiles and structures in one anthology pertinent enquiries, issues, solutions, and lessons encountered by stakeholders in driving sustainable tourism. Equally important, this book also reinforces the research culture in the tourism industry. While research can be basic, applied, or developmental, it can generate patents, innovations, and new methodologies that can contribute to the development of the industry in the long run.

While sustainability has become more than a buzzword, this book bridges a significant gap in the literature of sustainability particularly in tourism. There is inadequacy of major scholarly references synthesizing the application of economic and management principles and techniques in a postpandemic sustainable tourism paradigm: (1) a value chain approach to sustainable tourism; (2) “thinking small” as a new pillar of sustainable tourism; and (3) customization to recalibrate tourism products and services. These facets have not yet been covered in the form of a book. Hence, this book offers value-added through exploring the applications of economics and management as well as providing relevant case studies on sustainable tourism in the Philippines that other countries can benchmark with.

In 2005, the Philippine Institute of Development Studies (PIDS) and the Philippine APEC Study Center Network (PASCN) published a book on Challenges of Sustainable Tourism in the Philippines. ^{5 , 6} In the international market, there are quite a handful of books on tourism economics and economics of sustainable tourism that present case studies from developed tourism destinations and a few from less developed destinations. Chapter topics focus largely on market demand estimations, host communities, and environmental impact analysis. However, in 2023, the Asian Institute of Management – Dr Andrew L. Tan Center for Tourism (ALT-CFT), through De La Salle University Publishing House (DLSUPH), released a book on People, Planet, Profit: Principles and Practices of Sustainable Tourism that sought to highlight more of Philippine and Asian case studies. ^{7 , 8} As a follow-up, this book continues the trajectory of underscoring less developed tourism destinations and less discussed issues, which can be a useful guide for policymakers, private sector, local community, civil society, academe, and the public.