Exploring the role of local Artisans in the

Development of Creative Tourism in Metro Manila

A Research
Presented to the Faculty of
Tourism and Hospitality Management
STI College Pasay-Edsa

In Partial Fulfillment
of the Requirements of the Degree
Bachelor of Science in Tourism Management

CJ Casag
Princess Caoili
Alexis B. Lizardo
Mary Kheycelyn Tibre

2024-2025
 Chapter 1

INTRODUCTION

The field of creative tourism has awakened attention in the past few years as a vehicle for
cultural exchange and sustainable economic development. The sort of tourism brings out unique,
authentic experiences providing the visitors with interactions with local culture, arts, and varied
traditions of the destination. Within the development of tourism innovations, creative arts have
the potential of embracing and developing the value and creative idea of cultural tourist
experiences (Duxbury & Richards, 2019; Sarantou et al., 2021). In creative tourism
development, the role of arts and crafts has taken a central position (Richards, 2021).

According to Philippines Ethnic Art and Crafts — Steemit (n.d.) Philippines are actually blessed
with abundant natural resources that allow for the crafting of magnificent
articles, millions of stories which relate not just to the lives of the craftsmen but to the culture of
the region in which the flourishing arts were developed. This evidently reflects Filipino crafts
and it amplifies labors of love and patience, but will certainly show up in the products that their
capable hands and imaginative minds produce. Creative crafts In the Philippines are not only a
feast for the senses but also a reflection of the passions of these artists and their active
involvement in visualizing, connecting, and appreciating culture and creatively manipulating
the objects around them.

In the metropolitan areas such as Metro Manila, the local artisans play a very important role in
this sector, as they characterize the artistry and the rich cultural narratives of the region where
they receive clustered attention (Ibrahim E., 2023). This study highlights artisans who enhance
creative tourism by providing immersive experiences for both domestic and international
visitors. Through hands-on activities, these artisans showcase their unique skills and cultural
heritage, engaging tourists in a meaningful way and fostering a deeper appreciation for local
traditions.

Cebu may bear the honor of being the first Spanish settlement in the Philippines for which
history has a record; however, it is Manila which enjoys the status of a real city. As we all know,
Metropolitan Manila is very different from other cities; it is similar with, other cities but different
from, all cities. It is similar to all other cities given its enormous concentration of a wide range of
people with varying occupations, interests, and backgrounds. That they have to coexist in such a
relatively small space points to a degree of sophistication in that particular society. It suggests a
very intricate structuring of functions and structures designed to bring order between technology,
politics, economics, and social life (Mary H., 2017)

Background of the Study

One important trend within the tourism industry has been creative tourism, which refers to
tourists being able to experience local culture and tradition, with special emphasis placed on
local craftmanship (Richards A., 2018). At a global level, tourism market years have become
more competitive than ever before forcing cities to move towards local artisans and adopting
them as part of the creative-tourism model (Sam F., 2019).

Metro Manila boasts a vibrant diversity of crafts—from textile weaving to pottery,

woodworking, and culinary arts. This rich artistic landscape often overlooks not only the
custodians of traditional skills but also those who innovate by fusing contemporary techniques
with traditional practices. The contributions of these artisans enrich the cultural tapestry of the
city, making it uniquely appealing for tourists seeking authentic experiences (UNESCO, 2019).

Local artisans provide opportunities, for boosting tourism but face several challenges that
hinder their success. Access to markets and promotional advantages is an issue for artisans, in
the leisure industry (Morrison, 2021). Furthermore, exploring the significance of craftsmen, in
fostering tourism plays a crucial part in shaping a tourism approach that is both inclusive and
environmentally sustainable.

When artisans team up with governments and tourism partners they can offer experiences that
highlight traditional crafts and support sustainable methods. By including workshops, cultural
events and markets featuring artisans, in the tourism plan cities can offer visitors encounters
while helping artisans financially thrive. Such a
strategy not enhances the tourist experience. Also safeguards and honors local customs
encouraging community pride (Morrison, 2021).

This research aims to delve into the dynamics and hurdles encountered in the
connections, between craftsmen, tourists and various other involved parties. Through a study, on
how people engage with tourism in Metro Manila area. The goal is to uncover strategies that
boost visibility and respect for culture while empowering communities economically. This effort
seeks to add value to discussions, about tourism and preserving heritage .

Research Question

This study aims to answer following question:

1. What are the current challenges faced by local artisans in Metro Manila in participating in
creative tourism initiatives?
2. How can creative tourism initiatives be designed to better integrate local artisans?
3. What are the potential strategies for promoting the visibility and accessibility of local
artisans to tourists?
4. How can creative tourism initiatives contribute to the preservation of local cultural
heritage and the empowerment of local communities?

Significance of the Study

The purpose of this research is to identify and investigate the various characteristics of local
artisans' contributions to the growth of creative tourism in Metro Manila. The discoveries in this
study will be beneficial to one (1) Students, two (2) Local and foreign tourist, three (3) teachers,
four (4) Tourism Sector of Metro Manila, five (5) STI College Pasay-Edsa, Six (6) future
researchers.

For the Students, This study may serve as a guide for students pursuing comparable studies and
activities linked to tourism management. This would be extremely beneficial since it will provide
a necessary course of action for developing their knowledge and capacity to understand the
aspects involved in investigating the role of local artisans.

For the Local and Foreign Tourist, This research may be very helpful considering the gathered
data can provide a framework of components and points to consider when arriving at their
destination to travel and experience the local artisans within Metro Manila. This may provide
them with appropriate local artisans who align with their best interests, taking into account their
availability of time, hours to travel, and so on.
For the Teachers, This could be an opportunity to provide relevant research for the students who
are doing similar research. This study could be used by teachers to explain the significance of
local artisans in the development of creative tourism. Additionally, this may provide teachers
with interesting ideas to share and discuss with their prospective students.

For the Tourism Sector of Metro Manila, This research will help to evaluate and improve the
current market, as well as to develop a better plan for attracting more tourists in Metro Manila.

For the STI COLLEGE PASAY-EDSA, The institution will use this study to recommend and
teach the next batch of BS Tourism Management students about the importance of integrating
cultural education into the curriculum. This can help pupils comprehend their local tradition and
the value of craftsmanship, resulting in a stronger appreciation for Philippine culture.

And for Future researchers, this research can help them be informed of the data that will be
gathered by the previous researchers and take all information to fuel and lead them to the areas
that need to ponder. This study will enable the researchers to comprehensively improve their
proposed related study based on the conclusions and recommendations presented in this study.

Objective of the study

1. To investigate the contributions of local artisans to the growth and sustainability of

creative tourism in Metro Manila.
2. To identify and categorize the various forms of craftsmanship offered by local artisans,
including pottery, woodwork, yarn and other traditional arts, and how these contribute to
the creative tourism sector.
3. To analyze the challenges and barriers faced by local artisans in participating in the
creative tourism sector, including issues related to funding, marketing, and access to
resources.
4. To evaluate how local artisans contribute to cultural preservation through their crafts,
including their efforts to maintain traditional practices while adapting to contemporary
market demands
Scope and Limitations

This study aims to explore the role of local artisans in the development of creative tourism in
Metro Manila, focusing on several key areas about Artisan Contribution. The research will
investigate how local artisans contribute to the creative tourism landscape by offering unique
cultural experiences that attract both domestic and international tourists.

The research team considered working on this study to provide valuable insights into the role of
local artisans in creative tourism while recognizing the complexities involved in this dynamic
field.
 Chapter II

REVIEW OF RELATED LITERATURE

Local Research

1. “Creative Tourism and Cultural Heritage in Metro Manila” by Maria Lourdes G.

Tiquia (2019)
 This study examines how creative tourism initiatives in Metro Manila leverage
local artisans to promote cultural heritage. It highlights the economic benefits and
challenges faced by artisans in maintaining the authenticity of their crafts.
2. “The Impact of Creative Tourism on Local Artisans in Intramuros” by Jose P. Santos
(2020)
 Focusing on the historic district of Intramuros, this research explores how creative
tourism has revitalized traditional crafts and provided new economic
opportunities for local artisans.
3. “Sustaining Traditional Crafts through Creative Tourism in the Philippines” by Ana
Liza R. Perez (2021)
 This paper discusses various programs and policies aimed at integrating
traditional crafts into the creative tourism sector, emphasizing the role of local
government and community organizations in supporting artisans.
4. “Tourism and Artisan Crafts: A Case Study of Binondo” by Michael C. Reyes (2022)
 This research investigates the impact of tourism on artisan crafts in Binondo,
Manila, focusing on how local artisans adapt to the demands of tourists while
preserving cultural integrity.
5. “Economic and Social Impacts of Creative Tourism on Local Artisans in Metro
Manila” by Carla D. Mendoza (2023)
 This study explores the economic and social benefits of creative tourism for local
artisans in Metro Manila, highlighting success stories and identifying areas for
improvement.
International Research

6. “Creative Tourism as a Tool for Sustainable Development: The Case of Loulé

Criativo, Portugal” by João Paulo Borges (2018)
 This study analyzes the Loulé Criativo initiative in Portugal, which has
successfully integrated local artisans into the creative tourism framework,
enhancing cultural preservation and social inclusion.
7. “The Role of Artisans in Creative Tourism: A Comparative Study of Thailand and
Indonesia” by Suthida Charoenrat and Agus Setiawan (2022)
 This comparative study investigates how creative tourism in Thailand and
Indonesia has impacted local artisans, focusing on the economic, social, and
cultural outcomes of these initiatives.
8. “Social Inclusion of Older Artisans through Creative Tourism” by Hilal Akdemir,
José Manuel Sousa de São José, and Maria Alexandra Patrocínio Rodrigues Gonçalves
(2023)
 This paper explores the role of creative tourism in combating social exclusion
among older artisans in Portugal, revealing how such initiatives improve social
relations and foster creativity1.
9. “Creative Tourism: Catalysing Artisan Entrepreneur Networks in Rural Portugal”
by Fiona Eva Bakas, Nancy Duxbury, and Tiago Vinagre de Castro (2018)
 This research investigates the emergence of artisan entrepreneur-mediators who
link artisans to tourism in rural areas and small cities in Portugal, highlighting the
importance of social networks2.
10. “Creative Tourism Development Models towards Sustainable and Community-
Engaged Tourism” by various authors (2021)
 This paper discusses various models of creative tourism that balance local and
visitor interests, offering small-scale activities suited to smaller communities 3.
 Chapter III

THEORETICAL FRAMEWORK/CONCEPTUAL FRAMEWORK

In this study, the researchers will utilize the Social Capital Theory which means that
social connections of the people and the society are resources that are crucial in the development
and accumulation of human capital. Furthermore, Social Capital theory is defined with any
feature of social interaction that manifests reproductive benefits suitable for the community the
people belongs to (Machalek & Martin, 2015).

In line with this, the study will utilize the study of Zmyslony et. al. (2020) in regards to
the sharing economy and sustainability of urban cities in the over-tourism context, which is also
viewed with the same theory. From the study, with an objective of exploring the sustainability
process of the sharing economy that creates impact on urban tourism communities with the
utilization of the Social Capital theory. The researchers discussed that with the assistance of the
Social Capital approach, can help understood the impact of the sharing economy on the
sustainability of urban areas, providing a more colorful, but also an organized image of the
changes and improvements in initiating business that sharing platforms and the communities
affect the emergence of the activities (Zmyslony et. al., 2020). The research also discusses that
the community, regardless of any type community is, expresses bonding capital within which all
citizens know or familiar within the place and each other, and the sharing economy community
such as hosts and guests, tourists, and businesses, produces a bridge of social capital through
rentals from the platforms stated. With this theory and approach, the researchers were able to
measure the sustainability that sharing economy produce for social capital.

Development
generates
Local Social
Artisans Capital Creative
Tourists Tourism

Sustainabilty
 Shown on the figure, the framework shows the diagram of the theory suitable for the
research study. The local artisans will be the key factor for the development of creative tourism
in Metro Manila. As local artisans, the key factors will be able to generate social capital that will
be beneficial to the development and the sustainability of the growth and development of tourism
in Metro Manila.

The social capital emits three indicators: Sustainability, Development, and Tourists. In
terms of sustainability, local artisans are able to sustain creative tourism within the craftsmanship
and marketing of tourism, while the development is focused on the developing of the urban city,
particularly in Metro Manila. Finally, local artisans are able to attract tourists, locally and
internationally, focusing on the marketing and advertisement of creative tourism, which also
assists in sustaining and developing tourism inside Metro Manila. With all of these indicators,
local artisans aiming to develop the social capital for the sustainability of tourism, forms a
foundation for creative tourism. The absence of the social capital would lead to the weak
foundations of creative tourism.

The utilization of the theory within this research, the researchers will be able to determine
the impact of local artisans within the vicinity of Metro Manila on the development of Creative
Tourism which invites tourists. This will also enhance the understanding and measurability if the
progression of the impact of local artisans in tourism is effective for the growth and development
of Metro Manila.
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