The Colors Beyond Philippine Festivals: A Sustainable Approach

  • Mae A. Casiles, Irma B. Gatdula, Dr. Ernesto C. Mandigma Jr.

Abstract

The study aimed to determine the colours beyond Philippine festival relative to green practices
focusing waste, energy and water management. It also tackled the positive and negative impact of festival with
regard to economy, socio-cultural and environment. It highlighted the marketing strategy used in promoting the
festival. It ascertained the significant difference on the respondents’ assessment on the above stated concepts
when group according to profile. Based on the analysis, a sustainable plan was proposed for success of festivals.
The investigation was a mixed study utilized descriptive method in collecting primary data through survey
questionnaire, and supplemented interview. Cronbach Alpha was applied for the reliability of the instrument
and proper validation. It covers the selected festivals in Region IV-A, Philippines such as Pahiyas Festival in
Lucban Quezon, Higantes Festival in Angono, Rizal, Coconut Festival in San Pablo, Laguna, Light Festival in
Tanauan, Batangas and Paruparo Festival in Dasmarinas City in Cavite. Krejcie and Morgan table was utilized
in determining sample size through purposive sampling. Ethical considerations were observed to 400
respondents and treated statistically using frequency, percentage, weighted mean ranking, T-Test and Analysis
of Variance. Findings revealed that most of the respondents were 21 to 30 years of age, female, college
graduate. The green practices, impacts and marketing strategy were found evident. Significant difference were
also measured based on the profile and the assessment of the respondents. On the basis of analysis, the
researchers proposed a sustainable management plan that will help support the festivals to enhance the
stakeholders’ tourism experience.

Published
2020-05-30
Section
Articles