Holy Angel University

Angeles City

Tourism Destination Inventory

Of
Guagua, Pampanga

A Hospitality Tourism Planning presented to the

Faculty of College of Hospitality Management

In partial fulfillment of the requirements for the Degree in

Bachelor of Science in Hotel and Restaurant Management

Presented by:

Agapay, Shiella Marie

Alviz, Neariah
Basilio, Marina
Basilio, Frances
Cabasal, Larrie Mar

Presented to:

Mrs. Heide Perez Sioteco

March 2015
 TABLE OF CONTENTS

Title Page
Table of Contents

I. Introduction 2

Background of the Study

II. Tourism Development Goals & Objectives 7

III. Tourism System

Supply Side 8

Demand Side of Potential Guests 13

Demand Side of Existing Guests 19

IV. Environmental Analysis

Strength 28

Weaknesses 29

Opportunities 30

Threats/Challenges 31

V. Tourism Impacts & Policies 32

VI. Recommendations 37

VII. References 38

VIII. Survey Questionnaire 39

IX. Appendices 46

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 Chapter I Introduction

A. BACKGROUND OF THE STUDY

Tourism simply refers to travelling for leisure, business or recreational purposes. From this
point of view it is clear that tourism and travelling go hand in hand. One cannot talk of tourism
without travel, and also cannot talk of travel without tourism. Tourists usually travel and stay
away from their normal areas or rather usual environment for some time with an aim of getting
involved in business, leisure or other purposes. Tourism knows no borders .It involves even the
locals in what is called local tourism. So apart from tourists coming from other parts of the world,
the local tourists also find time to tour their own native country. These locals also find time to
tour other countries, and in the process tourists from other countries also tend to find time to
tour other countries as well, apart from the country of their own.

Tourism Planning is the dynamic process of determining goals, systematically selecting

alternative courses of actions to achieve those goals, implementing the chosen alternatives and
evaluating the choice to determine if it is successful. According to Gunn (1994) the focus of
planning is mainly to generate income and employment, and ensure resource conservation and
traveler satisfaction. The planning process regards the environment which includes political,
physical, social and economic elements as interrelated and interdependent components which
should be taken into account in considering the future of a destination.

The town of Guagua is one of the more developed communities in Pampanga. Due to its
strategic location, the town is reputed as the socio-economic center of Pampanga – 2nd District.
The place is easily accessible from other locales in the province, region and Metro Manila. It is
about 77 kilometers from the National Capital Region, via the North Luzon Expressway and
around 10 kilometers off the City of San Fernando. Several buses from Metro Manila and other
Northern Luzon provinces passes by this town, en route to their final destinations in Bataan and
Zambales. Moreover, while in Guagua, one may take a jeepney or tricycle ride to get around or
transfer to the nearby towns.

We chose Guagua because we want to know the capacity and capability to improve and
become a well-known tourism destination and to know the impact of it to the locals and to the
municipality as well.After the survey and studying the Municipality of Pampanga we found out
the town has interesting culture and heritage attractions and landmarks however, it was not
being introduce to many people and tourists. Therefore, we the students of Holy Angel
University would like to help the municipal for the improvement of its tourism by setting goals
and objectives. Making it the most appealing municipal in Pampanga and having the most
visitors or tourists.

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B. STUDY LOCALE
1. HISTORY OF GUAGUA

THE NAME OF GUAGUA

"Wawa" which means "mouth of a river" or "alua or bukana" in the vernacular, was the original
name of the town of Guagua as first known in the year 1590. Evidently, the town is strategically
located along a river which played a vital role in trade and transportation in the early eras.
Wawa was already a prosperous settlement when Spanish colonists took control of the town in
the year 1561, from then on calling it Guagua, which is a Hispanised form of the original name.
Indeed, archeological artifacts have been excavated in a nearby town which affirmed the
existence of a prehistoric community in Guagua.

FOUNDATION DATE OF GUAGUA

Early inhabitants opted to stay in the town because it was here that they could engage in barter
trade with people from different islands, along with other means of livelihood like fishing and
farming. The navigable river with which the town was endowed allowed shipping vessels to
transport commodities to and from other chief localities, particularly the imperial Manila. The first
cargo boat to arrive in Guagua was the Doña Dominga on 7 May 1884. Much later it was
followed by the steamships Kaibigan and Kababayan, which anchored at the pier in Brgy. Santo
Niño, better known as the Yañgco Landing.

In 1892, when the Manila–Mabalacat railroad was inaugurated, Guagua was virtually the port of
embarkation to and from Manila that served the province. Commerce was further improved
when the San Fernando–Guagua line of the railroad was chartered on 17 November 1907.
The Chinese have long been part in Guagua's social and economic mainstream. In the 18th
century, they sought refuge in the town to escape discrimination in Manila. After their near-
total slaughter, the Chinese lived in relative peace while they freely practiced their craft and
mingled hand-in-hand with the local residents. The Chinese residents were merchants, masons,
woodcarvers, carpenters, agriculturists and labourers. Their influence on the cultural and
economic life of Guagua cannot be overlooked. The town could not have prospered so well
without the economic services provided by the Chinese.

The town took significant part in the revolutionary struggles against the foreign intruders. A
house near a church was made a secret cell of the Katipuneros in August 1897. In March 1898,
a massacre of all Spanish sympathizers in Guagua marked the end of Spanish colonialism and
the outset of American rule. Moreover, during the Philippine–American War and the
ensuing Second World War, Guagua became an important battleground.

At the turn of the twentieth century, a new system of education was introduced and made
popular and available to the Filipinos. The Guagua Elementary School in Bgy Santa Filomena,
is believed to be the first to be established in the town in the year 1901. Later in that year, an
English teacher came to Betis district and opened a primary school which functioned on a
regular basis. In 1908, Colegio del Sagrado Corazón de Jesús (now St Mary's Academy in

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Brgy. San Roque) was established in a two-storey building donated by a charitable matron, in
downtown Guagua. Later in 1918, Guagua National Institute (now Guagua National Colleges in
Brgy. Santa Filomena) was founded at the convent of the Catholic Church. Further, in 1941, the
then-parish priest felt the need for another high school in town, so he opened Saint Michael's
College.

At the overthrow of the Marcos dictatorship in 1986, the local government carried out a
sustainable development program to address the town's destitute state. From its income
classification in 1986 as a third-class municipality, Guagua grew to a first-class one. Guagua
garnered several outstanding citations for its achievement, including of several "Most
Outstanding LGU" awards.

Guagua was severely devastated by the eruption of Mount Pinatubo in 1991.

References:
(http://guaguapampanga.gov.ph/index.php/for-visitors/tourism)

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2. SITE LOCATION PROFILE

A. Geographic Profile

The town of Guagua belongs to the Second District of Pampanga, along with the towns in the
southwestern part of the province. It is about 9.5 kilometers (5.9 mi) from the capital city of San
Fernando and 77 kilometres (48 mi) north from Metro Manila. The town is bounded on the north
by the towns of Bacolor and Sta. Rita; on the south by the towns of Sasmuan and Lubao; on the
east, Macabebe and Sasmuan; and on the west, Porac and Florida Blanca.

B. Demographic Profile

Population census of Guagua

Year Pop. ±% p.a.

1990 88,290 —

1995 95,363 +1.45%

2000 96,858 +0.33%

2007 104,284 +1.02%

2010 111,199 +2.36%

Source: National Statistics Office[3][5]

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C. Economic profile

Guagua, strategically located at the south-west portion of Pampanga, has a land area of
4,857 hectares predominantly devoted for agricultural purposes such as palay, sugar,
fishponds, vegetables, orchards, and other cas crops. However, several other industries abound
in Guagua, ice plants, woodcraft, restaurants, furniture making, and a great deal of retail trade
businesses. The presence of a good number of both bank and non-bank financial institutions
further testifies to the town’s economic advancement. In addition to this, in Pampanga. Guagua
has the most developed and biggest public market which is frequented by even the people from
the neighboring towns. Moreover, the propagation of sampaguita and ilang-ilang, an industry
trail blazed by the Municipal Government, continues to improve the quality of life of the
disadvantage.

The presence of quality educational institutions affirms that the Guagua is the seat of
learning in the 2"d District of Pampanga. Two private schools, namely, Guagua National College
and Saint Michael's College offers elementary, secondary and tertiary education. There are a
host of vocational and computer-oriented schools. Furthermore, 3 high schools Furthermore, 3
high schools and about 30 elementary schools afford public education.

Guagua is subdivided into thirty-one jurisdictional units or barangays. For political and
economic purposes, the town is further subdivided into three sectoral areas, namely, the Betis
area, Poblacion area, and Pangulo area. Moreover, the thirty one barangays are categorized as
ten urban barangays and 20 rural barangays.

It has one public market, 18 banks, one of which is Guagua Rural Bank. It is also home
for 20 private schools and 29 public schools, 15 pawnshops, 3 hospitals and clinics, 20 food
chains and restaurant, one of the most familiar restaurant in the country hails from Guagua,
Pampanga, the Razon's Palabok and Halo-halo.

References:
(http://www.guaguapampanga.gov.ph)
Office of Municipal Planning and Development Coordinator

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 CHAPTER IITourism Development Goals and Objectives

Long term Goals:

GOAL 1
Tourism Development and Attractions in Pampanga

Objectives
 To improve more Land Transportation Access.
 To Improve infrastructure and support programs to enhance intra-town mobility and as
counter strategies to the impact of natural disasters.
 To Enforcing all laws and enactment of ordinances vital to the preservation of public
health and safety.
 To Upgrade Tourism Establishment by creating some Recreational Activities or
Amusement.
 To encourage the people to do Recycling and to stop or minimize the use of plastic for
the better environment.
 To encourage people in planting trees for avoiding the possibilities of flooding.

GOAL 2
To be competitive and be a progressive town embodying competent governance.
Objectives
 To provide accessibility to all basic needs and services.
 To upgrade services on health and education by establishing a vocational school.
 To Community tertiary and supplementing the facilities of the health units.
 To provide expanded employment opportunities, especially to the economically
challenged residents.
 To increase agricultural productivity towards attaining food security and increase the
Competitiveness of farmers.
 To promote and practice appropriate and timely environmental management programs.

Short term Goal:

To be confident and educated residents of the Municipality of Guagua

 To provide free outreach program to young children and less fortunate people. By
educating them and to let them know how important is education.
 To provide some school supplies for the less fortunate people who are eager to learn.

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  To provide a scholarship for those students who are motivated and eager to learn for a
better future especially for those who can’t afford to go to school.

Chapter III Tourism System

Supply Side

Attractions

A. St. James the Apostle Church (Betis Church)

In 2009, the National Museum installed a marker proclaiming the St. James the Apostle
church in Betis, Guagua, Pampanga as a national cultural treasure. This Baroque-inspired
Church never fails to captivate a person with its architecture and artwork.

The retablo, a classic altar, is ornately decorated with carved designs. The religious frescoes in
the ceiling and murals on the wall with its intricate sculpture and paintings in gold dust are
reminiscent of the Renaissance age of European Art. One can behold the majesty of its ceiling,
walls and the altar from the aisle near the main door. There are paintings and murals of the Holy
Family, selected Biblical scenes, Catholic saints and cherubs. No wonder, it is dubbed as “the
Sistine Chapel” of the Philippines.

The impressive Betis (St. James the Great) Church was built for almost a decade, from 1660
under the initiative of Fr. Fernando Pinto. It took a long time to finish the construction because
the number of inhabitants from whom voluntary labor was secured was small.

The word "Betis" originated from the name of a very large tree, 'betis' (bassia betis merr) which
was then growing at the site where the church now stands. From the timber of this tree,
according to the late former Mayor Don Lorenzo Pecson, were the structures of the church and
belfries made.

B. The First Artesian Well in the Philippines

During the tenure of Fr. Manuel Camanes in 1868 to 1898, as a parish priest of Betis, he
initiated the restoration of the Betis Church and its convent. Along with this, he also led the
building of the cemetery and the digging of an artesian well at the center of the church's patio,
which provided water to the whole of Betis. This well is reputed as the first to be dug in the
Philippines, which still exists today. Recently the periphery of the well was renovated, which
gave it a more distinguished appearance.

C. Immaculate Concepcion Church

The Immaculate Conception parish church, also known as the Guagua Church, is a 17th-
century Baroque church located at Brgy. Plaza Burgos, Guagua, Pampanga, Philippines. In
1982, a historical marker bearing the brief history of the church was installed on the facade by

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the church by the National Historical Committee, precursor of the National Historical
Commission of the Philippines. Today, the church is under the care of the Immaculate
Conception parish of the Roman Catholic Archdiocese of San Fernando.

Festivals

The people of Guagua are known for their religiosity and penchant for fun and tradition. Within
the course of a year, more than 30 fiestas are celebrated in the different barangays and sitios.
The town fiesta is celebrated every 8th of December with highlights like street dancing and
shopping, magnificent parade and several other attractions. Betis on the other hand, marks its
feast day every December 30, with equally grandeur festivities. Moreover, in barangay San
Antonio, the “Lulung Kabayu” (Horse race) festival is one of the main attractions during their
fiesta celebration, drawing spectators from various locations.

Furniture Making and Woodcarving

The woodcarving and furniture making tradition in Betis, Guagua is an age-old industry. Prior to
the coming of the Spaniards, the people of Betis are well-known artisans, blacksmiths, carvers,
shipbuilders and carpenters. Moreover, when Betis became an encomienda in the 1770’s, trade
with other European and Asian settlements prospered, which consequently acquainted the local
people with current trends in many things, then flourishing in Europe and Asia. And from these
new developments, the people of Betis easily embraced what was akin to their aesthetic
sensibilities: furniture making.

As time progressed, the growth in number of the elite was inevitable. Several illustrados in
Betis, who were able to visit European influences especially in terms of taste. They wanted the
interior of their houses decorated as if they were in a monarchy. The elegant sillion de fairles of
the frians later became the common lulukan of the padre de pamilya. And the maker? A Betis
mandukit.

Sto. Nino Fiesta

It is usually celebrated every last Sunday of February. Fluvial parade takes place on the eve
festival. Performance of “Ati-Atihan, a mixture of native dances and rituals.

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Services

Public Market

The Guagua Public Market, one of the biggest and most developed in the province, is requented
even by people from neighboring towns who come to purchase and trade.

Heather and Renz Betis Furniture

Heather and Renz Betis Furniture is a furniture store that offers high quality, well designed,
elegant and affordable furniture and furnishings.

Spas

 Body and Sole

 Lou’s Spa Family Massage Wellness
 M3A’s Massage and Spa Center

Medical

 Diosdado Macapagal Medical Center

 Joseph G. Baldomero, MD
 Rosario Memorial Hospital

Restaurants

 Razon’s of Guagua
 Conching’s Restaurant
 Luring’s Barbeque House
 Patio Clarisse Restaurant
 Plates N Platters Restaurant
 Jollibee

Resorts

 Villa Azucena Hotel and Resort

Along Olongapo-Gapan Road, San Matias, Guagua, Pampanga

Accommodations

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  All Seasons Family Hotel

Other Amenities and Services

Water and power are provided by Guagua Water District and the Oampanga Electric
Cooperative II (PELCO II), respectively. Further, there are fuel refilling stations by the country’s
major gas and oil suppliers in various strategic locations, to provide motorists with has with
hassle free driving.

For foreign tourists, there are a good number of foreign currency exchange outlets within the
Central Business District. Several of the country’s top universal banks operate in Guagua, with
Automate Teller Machine (ATM) facilities.

While there are only few accommodations in Guagua, visitors may opt to stay in San Fernando
or Angeles City, where they can choose from a wide range of hotels and inns.

Transportation

The place is easily accessible from other locales in the province, region and Metro Manila. It is
about 77 kilometers from the National Capital Region, via the North Luzon Expressway and
around 10 kilometers off the City of San Fernando. Several buses from Metro Manila and other
Northern Luzon provinces passes by this town, and route to their final destination in Bataan and
Zambales. Moreover, while in Guagua, one may take Jeepney or Tricycle ride to get around or
transfer to the nearby towns.

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Information

Here are some of the factors that Guagua uses in spreading information about their attractions
and services.

 News papers

Manila Bulletin

 Website

(http://www.guaguapampanga.gov.ph/)

Promotions

Guagua, Pampanga has conducted different kinds of promotions used in making their
attractions and services known not only inside but also outside of the municipality. They made
different kinds of advertisements for it to be well known with the use of the following:

 Media

CLTV 36

 Website

http://www.guaguapampanga.gov.ph/

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 Demand Side of the Potential Guest

We the students of Holy Angel University, College of Hospitality and Tourism

Management has conducted a survey to gather information about the perception of residents on

the impacts of the existing tourism industry of Guagua, Pampanga. The results are represented

using Tables which are illustrated and analyzed below.

Table 1
Age Frequency Percentage
16-25 years 27 54%
26-35 years 11 22%
36-55 years 7 14
56 years and above 5 10
Total 50 100

Therefore, most of the respondents who answered the survey were at the age of 16-25 years
old because they were mostly the people who enjoyed journey. They were the people who
would love doing adventures.

Table 2
Gender Frequency Percentage
Female 34 68%
Male 16 32%
Total 50 100%

It was presented in Table 2 that there were 34 respondents of female and 16 for male.
Therefore, female got the most number among the ones that have been surveyed which is 34 in
total or 68% than the males, because most of females are more interested in going to a religious
destinations like The Betis of Guagua.

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 Table 3

Income Frequency Percentage

None 17 34%

Below 10,000 5 10%

10,000-20,000 15 30%

21,000-30,000 12 24%

31,000-50,000 0 0%

50,000 above 1 2%

Total 50 100%

Therefore, most of the people who answered the survey has no income because most of them
were students. And students were just being supported by their guardians.

Table 4

Status Frequency Percentage

Employed 27 54%

Self-Employed 3 6%

Unemployed 7 14%

Retired 3 6%

Student 10 20%

Total 50 100%

Therefore, most of the people who answered the survey were employed. It shows that majority
of them have the ability to spend money.

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 Table 5

Type of Tourist Frequency Percentage

Health or Medical 4 8%
Tourist
Business 5 10%
Education 3 6%
Adventure 10 20%
Cultural 1 2%
Leisure 1 2%
Religious 8 16%
Sport and Recreation 12 24%
Total 50 100%

Therefore, majority of the respondents enjoyed sports and recreation because they were young
and strong to enjoy such activities.

Table 6

Attractions Frequency Percentage

Beaches or Tropical 18 36%
Island Resorts
Museums 4 8%
Churches 11 22%
Historical Places 1 2%
Caves 1 2%
Mountains and Forests 5 10%
Hiking and Camping in 4 8%
National Parks
Theme Parks 6 12%
Total 50 100%

Therefore, majority of the respondents enjoyed Beaches or Tropical Island Resorts because
they feel more relax and comfortable to stay in such attraction.

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 Table 7

Companion Frequency Percentage

No one 0 0%

Partner 9 18%

Family and Relatives 26 52%

Friends 11 22%

Business Partner 1 2%

Co-workers 3 6%

Total 50 100%

Therefore, majority of the respondents enjoyed travelling with their Family and Relatives
because with family and relatives, it feels more comfortable and fun. Furthermore, they will be
able to unite and make time to bond to each other.

Table 8

Type of Frequency Percentage

Accommodation
Hotel 32 64%

Motel 1 2%

Family and Relatives 17 34%

House
Total 50 100%

Therefore, majority of the respondents enjoyed staying in a Hotel because it’s more comfortable
and convenient for them. And everything that they will need is already there.

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 Table 9

Amount Frequency Percentage

Less than 3,000 19 38%

3,500-5,000 13 26%

5,500-10,000 13 26%

Over 10,000 5 10%

Total 50 100%

Therefore, majority of the respondents prefer spending less than 3,000, maybe most of them
doesn’t have that much money to spend for such expensive travel.

Table 10

Time Frequency Percentage

Less than an hour 10 20%

1-2Hours 27 54%

3-5 Hours 9 18%

5 above 4 8%

Total 50 100%

Therefore, majority of the respondents prefer traveling within 1-2 hours only. So that they could
enjoy the destination longer.

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 Table 11

Type of Frequency Percentage

Transportation
Car 37 74%
Bus 3 6%
Rental Car 3 6%
Motorbike 1 2%
Public Utility Jeepney 2 4%

Airplane 4 8%
Total 50 100%

Therefore, majority of the respondents prefer Car as a mode of transportation when travelling
because it is more convenient and private.

Table 12

Problems Frequency Percentage

Quality of Products and 25 50%

Services
Reliability 2 4%

Language Difficulties 2 4%

Price 21 42%

Total 50 100%

Therefore, majority of the respondents seeks for the quality of products and services so that
their travel experience would be worth it, enjoyable and at the same time satisfying.

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 Demand Side for Existing Guests

Table 1
Age Frequency Percentage

16-25 years 21 42%

26-35 years 16 32%

36-55 years 13 26%

56 years and above 0 0%

Total 50 100%

Therefore, most of the people who answered the survey were at the age of 16-25 years old.
Because most of the people at that age enjoyed traveling in different places.

Table 2
Gender Frequency Percentage

Female 26 52%

Male 24 48%

Total 50 100%

It was presented in Table 2 that there were 26 respondents are female and 24 respondents are
male. Therefore, female got the most number among the ones that had been surveyed which is
26 in total or 52% than the males, because most of females enjoyed most in travelling.

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 Table 3
Income Frequency Percentage
None 7 14%
Below 10,000 5 10%
10,000-20,000 30 60%
21,000-30,000 6 12%
31,000-50,000 1 2%
50,000 above 1 2%
Total 50 100%

Therefore, most of the respondents earns 10,000 to 20,000 because such amount was the
minimal salary rate of the people who works in the Philippines who were positioned in the
middle level.

Table 4
Type of Transportation Frequency Percentage
Car 22 44%
Bus 3 6%
Airline 0 0%
Motorbike 0 0%
Public Utility Jeepney 25 50%

Airplane 0 0%
Total 50 100%

Therefore, most of the people who answered the survey traveled by Public Utility Jeepney
because maybe most of them doesn’t have that much money to spend for such expensive mode
of transportation . Public Utility Jeepney is the cheapest mode of transportation.

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 Table 5

Companion Frequency Percentage

Family and Relatives 7 14%

Friends 11 22%

Internet 13 26%

Media 16 32%

Fairs and Exhibitions 3 6%

Total 50 100%

Therefore, most of the people who answered the survey heard the tourist destination from
Media, because this municipal was already covered in CLTV36 that people were able to watch
it.

Table 6

Length of Stay Frequency Percentage

One day 37 74%

Overnight 13 26%

2-5 days 0 0%

A month 0 0%

More than a month 0 0%

Total 50 100%

Therefore, most of the people who answered the survey stayed in the tourist destination for one
day. Because most of the people loves to go to Betis Church which they could only spend their
time for a day only.

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 Table 7

Companion Frequency Percentage

Alone 3 6%

Couple 9 18%

Family and Relatives 34 68%

Friends 4 8%

Business Partner 0 0%

Total 50 100%

Therefore, majority of the respondents enjoyed travelling with their Family and Relatives
because it feels more comfortable with them.

Table 8

Frequency Percentage

YES 37 74%

NO 13 13%

Total 50 100%

Therefore, majority of the respondents answered that there were accommodations in Guagua.
Because Lodging is very important in a place. Without accommodations people won’t be able to
stay in a destination.

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 Table 9
Amount Frequency Percentage

Less than 3,000 34 68%

3,000-5,000 9 18%

5,000-10,000 3 6%

Over 10,000 4 8%

Total 50 100%

Therefore, majority of the respondents answered that it is less than 3,000 pesos to spend in
Guagua because products around the Municipal were just cheap and localize products that no
need to spend that much.

Table 10

Attraction Frequency Percentage

The Immaculate 8 16%

Concepcion Church

The First Artesian 3 6%

Well

The Betis Church 39 78%

Total 50 100%

Therefore, majority of the respondents enjoyed visiting the Betis Church because of its unique
image of Christ on its ceilings.

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 Table 11

Frequency Percentage

Once a year 31 62%

Twice a year 9 18%

3 times a year and 10 20%

above

Total 50 100%

Therefore, majority of the respondents visits Guagua for once a year because there were only
churches to visit in Guagua. It has no theme parks and other exciting attractions there.

Table 12

Frequency Percentage

YES 50 100%

NO 0 0%

Total 50 100%

It was presented in Table 12 that 100% of respondents answered that they will visits Guagua
again. Because Filipinos were Religious person that they were able to visit sacred churches
even it’s far from their place

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 Table 13

Ratings Frequency Percentage

4 15 30%

3 25 50%

2 5 10%

1 5 10%

Total 50 100%

Therefore, majority of the respondents Agreed that the Betis church has a unique image and
clean environment. Because of the painted image of Christ on its ceiling.

Table 14

Ratings Frequency Percentage

4 13 26%

3 32 64%

2 5 10%

1 0 0%

Total 50 100

Therefore, majority of the respondents Agreed that the staff at Betis Church are friendly towards
their guests and have shown Hospitality. Because People in Christ were kind towards their
fellowmen.

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 Table 15

Ratings Frequency Percentage

4 13 26%

3 30 60%

2 5 10%

1 2 4%

Total 50 100%

Therefore, majority of the respondents agreed that prices for souvenirs, food and
beverage etc. are reasonable. Because most of the products were cheap and localize
from the municipality itself.

Table 16

Ratings Frequency Percentage

4 15 30%

3 31 62%

2 3 6%

1 1 2%

Total 50 100%

Therefore, majority of the respondents agreed that the Betis Church can be easily
reached. Because it is near the North Luzon Expressway that people in other places
such manila could easily visit the destination. And there were also Jeepneys and other
transportations that people won’t be having a hard time to reach the tourist destination.

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 Table 17
.

Ratings Frequency Percentage

4 16 32%

3 29 58%

2 5 10%

1 0 0%

Total 50 100%

Therefore, majority of the respondents agreed that the tourist destination offers good
service to the Tourists. Because people would love their guest to visit again their tourist
destination.

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 IV. Environmental Analysis

SWOT Analysis

Strengths:

 Farming and fishing as their means of livelihood.

Most of the people do for a living in the Municipality of Guagua were farming and fishing
because of its abundant agriculture.
 Easy access (Transportation)
Guagua is very accessible because you will be able to visit this place in any means of
transportation. There were terminals provided in other cities and towns.
 A lot of Old Churches.
The municipality of Guagua proves how religious and how they care for their heritage site
because there were still old churches in this place which they could preserve or maintain its
beauty for tourism.
 Abundant in natural resources.
It is not only farming and fishing that could only people have as their resources but they
could even plant vegetables and other plants as their source of living because of its healthy
soil. That is why Guagua is really abundant in natural resources.

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Weaknesses:

 Few establishments for shopping and eating.

There were only few establishments for shopping and eating that could people enjoy.
There were no malls and few restaurants provided for the people here. The only thing on
how to enjoy shopping is to go to other town.
 Churches were the only attractions
There were no theme parks and few resorts in Guagua that is why Churches were the
only attractions.
 No proper signage pointing a particular attraction.
Tourist will be having a hard time looking for the old churches since there were no
proper signage provided or pointing its particular attraction.
 There are few accommodations.
There were only few accommodations provided for the tourist that is why most of the
people could only stay for a night or just a day.
 Attractions were not well maintained.
Churches were the only attractions in Guagua but they were not well maintained.
Walls were too old to look because of its old paint.
 The Municipality itself was not well organize and clean.
We have notice that the Municipality of Guagua was not that clean and organize. It only
have 1 comfort room for their guest and for employees. The municipality looks too old
and unattractive.
 Roads were too narrow.
Roads were too narrow especially the road going to its main attraction. It looks like a
street for people but not for vehicles.

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Opportunities:

 Possibility of building alternative routes from SCTEX and NLEX.

There still places for them to have an alternative routes going to its main attraction.
 Possibility of catering potential investors.
If the town will be more progressive then there would potential investors to cater.
 Emerging and developing market.
The town has the opportunity to emerge and develop because of its abundant natural
resources and vacant places to built for new attractions.
 Upgrading machineries for farming.
Since most of the people were farmers then they could upgrade their machineries for
them to be more productive.
 Promotes cooperation and partnership.
Cooperation and partnership is possible if the people were united in one goal.
 Increase of Employment rate.
There will be an increase of employment rate if tourism industry in this place will be more
productive and if given a chance to build new attractions.
 Advertising Guagua through online and media.
Networking Sites, Media and other means of online internet will be possible for Guagua
to advertise its town.
 A lot of places or spaces for the development of attractions.
Attractions like theme parks, malls, resorts and etc. have lot of places in Guagua for its
development.

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Threats:

 Strong competitors.
There were already developed towns in Pampanga and Mexico, Sn Fernando and
Angeles City are one of them. They were also one of Guagua’s strong competitors.
Because those places could attract more tourist since they provide lot of attractions and
accommodation that tourist will be able to visit again the destination. However, Guagua’s
only attractions are churches.

 Safety and Security for tourists.

There were no assurance that tourist are safe and secure during their visit in the town,
although there is Police station in the town but they were not enough to protect them
because they were only few.

 Prone to natural calamities that can destroy built attractions. (flooding, erosion)
Guagua was prone to flooding. It happened many times that is why the municipality is
prone to natural calamities.

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 V. Tourism Policy

The policy thrusts of the National Government as spelled out in the Tourism Master Plan
of the Philippines (TMPP) is to develop tourism clusters thereby expanding existing
resource base and promoting the municipal’s growth.

It sets four main goals:

 Economic goal: to optimize the contribution of tourism to economic growth at national

and regional levels;

 Socio-cultural goal: to enhance and contribute to social conversion and cultural

preservation at local level;

 Physical environmental goal: to develop tourism on an environmentally sustainable

basis;

 Marketing goal: to develop a diversity of destinations, attractions and markets to

minimize exposure to major internal and external threats to tourism activities.

The Region is envisaged to provide a logical process for the development of the tourism
industry in the region anchoring on the proper utilization of nature based tourism
assets/resources including its proper promotion and rational development. This, likewise,
manifests the important role of tourism in assisting the region to. achieve a sustainable
level of development and serving as a catalyst to economic growth.

Guagua’s three basic policies have to set the motion of tourism development. These are:
strong collaboration with other towns, distribution of tourism development opportunities,
and tourism development with strong sectoral linkages.

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Three basic Policies:

a. Stronq Collaboration with Other Towns

Metro Manila is the major source of domestic tourists. Man-made tourist attractions
should be more feasible in Guagua than any other parts of the Region. Guagua’s
tourism should rely on its strategic location to markets rather than its tourism resources.
It should aim at developing market oriented tourism rather than resource based tourism.

b. Distribution of Tourism Development Opportunities

The current development shown by the Clark Field and the Subic Bay will definitely
create satellite resort development that will supplement these institutions in their new
status as a business and convention center. Coupled with this is the continued
expansion of Mexico and Sn Fernando Pampanga that will promote relocation of leisure
facilities.

c. Tourism Development with Strong Linkaqes to other Sectors

In pursuit of tourism development, strong tourism linkages are encouraged in sectors like
economics, socio-cultural and environment. Tourism development in the town should
minimize dislocation of the economic activity of the poor members of the society,
minimize degradation of the values and ethics of the ethnic groups, and safeguard
against the destruction of the environmental setting.

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 We, the researchers have accumulated some positive and negative impacts of tourism

which are enumerated below and where discussed further.

A. Environmental Impacts

Positive Impacts

 These resources are important and

priceless they are the reason why tourist
visit a certain place such as Guagua.
1. Conservation of
We’ve come to know that Guagua mostly
resources both Natural
offers natural and mad-made attractions.
and Man- Made
And with that we’ve seen that locals are
maintaining and sustaining these
resources in good terms.
 Due to increase of demands the
Government and establishments are
2. Creation of Guidelines
making a move for the protection of the
and codes on
environment by creating certain policies
Responsible Tourism
that need to be follow by both residents
and visitors.
Negative Impacts
 Pollution comes in many forms it can
either be air, water, land and noise. And
we all know that it is the primary negative
1. Pollution impact of tourism to the environment.
These are generated from the garbage
that tourists left, their means of
transportation etc.

2. Exploitation of Natural  Tourism can lead to overuse of natural

Resources resources and eventually exhaustion.

 Tourism lead to biodiversity loss in

Guagua simply because most of their
attractions are built on farmlands which
3. Biodiversity loss
just means that they have to cut down
trees or destroyed some farms just to
build this attractions.

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B. Economic Impacts

Positive Impacts

 Economic effects of tourism happen before

during and after the time of travel. Tourism
brings many investments that stimulate the
1. Investment
local economy of Guagua. And is clearly
noticeable in Guagua for establishment are
starting to rise.
 Expenditures of tourists worldwide are a
major source of income. Travel and tourism
generates a significant amount of income for
2. Foreign Exchange
the country. And with no doubt Guagua
definitely has a contribution to that.

 Tourism brings economic benefits not only to

the private sector but also to the public
3. Tax Revenues sector. These vital revenues enable the
government to fund programs for the
development of the community.

Negative Impacts

 This means seasonal price increase. This

happens during peak seasons where
businesses want to earn a huge amount of
1. Inflation
money. This situation sometimes becomes
intolerable for some residents that they
simply escape during the peak season.
 Money generated by tourism does not
always benefit the local community, as some
2. Leakage of it leaks out to huge international
companies such as hotel chains.

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C. Socio Cultural Impacts

Positive Impacts

 Some tourists help bring about a

better world. Tourists and tourism
industry are getting actively involved
1. Community Development for the betterment of a community
such as Guagua by educating locals
about environmental issues, sex
tourism etc.
 Tourists and hosts communities can
learn from each other. Tourists learn
2. Cross Cultural Exchange the culture of Guauga. In turn, host
communities learn the tourist’s
culture and practices.
Negative Impacts

 The acculturation theory states that

when two cultures meet, the
stronger culture may influence the
1. Acculturation
weaker culture. In the encounter the
values of a certain community may
change.
 Tourism as an agent of globalization
can lead to cultural homogenization
2. Cultural Homogenization
in terms of dress, language, food
and behaviour.
 Because of tourism all things true
and natural are made available for a
3. Commercialization/
fee. Human relationship becomes
Commodification
superficial rather than true
appreciation.

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 VI. Recommendations

Recommendations are courses of action or favorable statements concerning character

or qualifications. These may help in enhancing and improving what a certain development or
site has through some chosen and well planned strategies or actions.
The following recommendations are offered for related research in the Tourism
Destination Inventory of Guagua Pampanga. The strategies formulated by the researchers are
connecting with the weaknesses of the municipal.

 They should establish shopping establishments for the benefit of the citizens and
tourists.
 They should establish other kinds of restaurants, because tourist would love to go to an
attraction with different kinds of restaurants because tourist are also food lovers and
restaurants were also one of tourism product.
 They should build and develop new attractions at Guagua to attract more tourists to visit
there.
 They should maintain/ store the churches in Guagua.
 The municipality of Guagua should provide/build signage’s of a particular attraction so
that the tourists will not have a hard time looking for that particular attraction they wanted
to visit.
 The locals/ the municipality should establish more hotels, motels, apartelles or any other
accommodations for the tourists so in case of tourists arrival increases they can all
accommodate tourists who will stay overnight or more in the destination.
 The municipality should keep the attractions look good, well maintained, and taken cared
of because if the attractions look dirty/damaged the tourists will lose interest in visiting
that particular attraction.
 The municipality should maintain the cleanliness of its facilities every day. It should have
general cleaning every month or less because tourist were also after cleanliness and the
Municipality serves as an example to its town.
 We recommend Guagua to have a road widening. Because the vehicles can’t pass
simultaneously in some roads because they were to narrow. And it is also for the public
safety to avoid accidents.

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 References

http://en.wikipedia.org/wiki/Guagua,_Pampanga

http://en.wikipedia.org/wiki/Immaculate_Conception_Church_(Guagua)

http://guaguapampanga.gov.ph/

http://en.wikipedia.org/wiki/Betis_Church

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 Questionnaire for Existing Customers

Dear Sir/Madam;

Welcome to our Tourist Destination! We are pleased that you decided to stay here. We
kindly ask you to participate in a survey which will help us make your future stay even more
pleasant. Rest assured that all information will be treated outmost confidentially and will be used
for educational purposes.
Thank you and God Bless!

Respectfully yours,

Researchers:
Alviz, Neariah
Agapay, Shiella Marie
Basilio, Frances
Basilio, Marina
Cabasal, Larie Mar

Please indicate your answer by putting a check in the box of your choice.
Age Gender
 16-25 yeas Male Female
 26-35 years
 46-55 years
 Over 55 years

1. Income/ month
 10,000-20,000
 21,000-30,000
 31,000-50,000
 Over 50,000
 None
 Below 10,000

2. How did you arrive in Guagua?

 By Bus

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  By car
 By airline
 By Jeepney

3. Where did you hear about the tourist destination?

 Family and Relatives
 Friends
 Internet
 Media
 Fairs and Exhibitions

4. How long did you stay in the destination?

 One day
 Overnight
 2-5 days
 A month
 More than 1 month

5. Who accompanied you during your stay in Guagua?

 Alone
 Couple
 Family and Relatives
 Friends
 Business partner

6. Is there any accommodation in Guagua?

 Yes
 No

7. Average daily cost per person in Guagua?

 Less than 3,000
 3,500-5,000
 5,500-10,000
 Over 10,000

8. Which did you like the most among the town’s attractions?
 The Immaculate Concepcion Church
 The First Artesian Well
 St. James The Apostle Church (The Betis Church)

9. How often do you visit Guagua?

 Once a year
 Twice a year

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  Three times a year and above

10. Do you think you will visit Guagua again?

 Yes
 No
For this part, we ask you have to rate your overall satisfaction with the Tourist Destination
(Betis Church).

1-Strongly Disagree 2- Disagree 3- Agree 4-Srongly Agree

1 2 3 4
The Betis Church

Attraction
I think the Betis Church has a unique image and clean
environment.

People
The staff at Betis Church are friendly towards their guests.
They have shown Hospitality.

Price
The price for souvenirs, food and beverage etc. are
reasonable.

Accessibility
The Betis Church can be easily reached.

Service
The tourist Destination offers good service to the Tourists.

Comments/Suggestions:

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 Letter for the Potential Customers

Dear Sir/Madam;

Greeting from the Hospitality and Tourism Management!

We, the student of Holy Angel University, Bachelor of Science in Hotel and
Restaurant Management, currently conducting a research in Tourism Planning. In line with this,
we would like to ask you to participate on our survey to provide us necessary information for our
study and for the development of our Tourism. Rest assured that al information will be treated
outmost confidentiality and will be used for educational purposes. Thank you and God Bless!

Respectfully yours,

Researchers:
Alviz, Neariah
Agapay, Shiella Marie
Basilio, Frances
Basilio, Marina
Cabasal, Larrie Mar

Please indicate your answer by putting a check in the box of your choice.
Age Gender
 16-25 yeas Male Female
 26-35 years
 46-55 years
 Over 55 years

1. Income/ month
 10,000-20,000
 21,000-30,000
 31,000-50,000
 Over 50,000
 Below 10,000
 None

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2. Employment Status
 Employed
 Self-employed
 Unemployed
 Retired/Renter
 Student
 Other: (Pls. specify)

3. What type of tourist are you?

 Health or Medical Tourist
 Business Tourist
 Education Tourist
 Adventure Tourist
 Cultural Tourist
 Leisure Tourist
 Religious Tourist
 Sport and Recreation Tourist

4. What kind of attractions do you prefer?

 Beaches or Tropical Island Resorts
 Museums
 Churches
 Historical Places
 Caves
 Mountains and Forests
 Hiking and Camping in National Parks
 Theme Parks

5. Who is/are you companion/s when you travel

 No one
 Partner
 Family and Relatives
 Friends
 Business partner
 Co-workers
 Others: ( Pls. Specify)

6. Where would you like to stay when you travel?

 Hotel
 Motel
 Family and Relatives House
 Others: (Pls. Specify)

7. How much are you willing to spend?

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  Less than 3,000
 3,500-5,000
 5,500-10,000
 Over 10,000

8. In travelling to a destination, how many hours do you like to travel?

 Less than an hour
 1-2 hours
 3-5 hours
 5 hours above

9. What kind of transportation do you prefer when visiting a tourist destination?

 Car
 Bus
 Rental Car
 Motorbike
 Public Utility Jeepney

10. What are the most challenging problems that you face when choosing a destination?
 Quality of Products and Services
 Reliability
 Language Difficulties
 Price
 Others: (pls. specify)

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