RESEARCH IN HOSPITALITY AND TOURISM 1

Activity 15
Chapter 2
Related Literature and Related Studies
Apply the correct Reference citations in these chapter. You may also review the paraphrasing so
you can research work will have a personal touch.

Related Literature

1.
Drinking Culture
Like other existing and growing beer or wine culture, lambanog drinking culture in the Philippines
mirrors an enduring social tradition that Filipinos practice and is evenacculturated by foreign visitors.
Moreover, this communal practice resembles valuesthat are vivid in textualities. This textual analysis
recreates the exemplifications of practices and values of drinking lambanog of the two cultures portrayed
The close reading revealed lived practices such as usinglam banog as a medical alternative and as a form
of ritual and respect to nature,drinking with calamansi chaser dipped in salt, and as a coping mechanism
fornostalgia. The story teaches the values of togetherness, friendship or ‘pakikisama,’hospitability,
manliness or ‘macho,’ and socio-cultural identity as universal characters that can be acquired with a
single treasured liquid, lambanog. Roces’ work of fiction has thus served as a text realizer for giving depth
meaning of drinkinglambanog as a cultural practice.

2.
Lambanog as part of Filipino Culture
According to Mandelbaum , posited that drinking beer is “culturally important,” “anciently the
most wide-spread,” and “most widely valued” social ritual practice, which is “deeply embedded in diverse
cultures” . For other parts of the world, this becomes a symbol of civilization, identity, celebration, while
in some countries, it is ignored and considered taboo. In different parts of the globe, lambanog is known
as "coconut arrack", the same word where the Filipino "alak" or liquor comes
from. In Quezon, you can find lambanog in recycled plastic bottles sold at dirt cheap prices along the
highway. Lambanog is also sold in glass bottles as pasalubong among souvenir shops. Aside from the
original, other flavors include liputi, grapes, pineapple, prunes, and bubblegum.
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3.
A vast number of distilleries in the Philippines are primarily found in Quezon Province, the
lambanog capital of the Philippines. These contribute the largest percentage in the production of local
coconut vodka in the country. Aside from economic contributions, it depicts the tradition and culture
through lambanog making and drinking. The status of these distilleries is described in the study
conducted by Ascan, Zapata and Agapay-De Jesús (2007): majority of the distilleries are family- owned
and operated; categorized under micro-scale enterprises; production capacity ranges from eleven to
thirty-six gallons per week; and the profit derived from sales averaged 32 percent.

Related Studies
‘’STATUS AND STRATEGIC DIRECTIONS OF THE LAMBANOG WINE PROCESSING INDUSTRY IN LILIW,
LAGUNA, PHILIPPINES’’
The condition of the lambanog processing industry in the Municipality of Liliw, Laguna, was investigated
to include an analysis of the structure and competitive factors impacting the sector, challenges
encountered by the industry, and suggested strategic paths for growth and competitiveness. The
lambanog firms' current position and business performance were presented and analyzed using
descriptive analysis. Respondents included both lambanog processors and wholesalers. According to the
survey, all of the businesses are family-owned and run, and they are classified as micro-scale enterprises.
The weekly production capacity ranges from eleven to thirty-six gallons. Seventy percent of their output
is marketed inside the municipality, with the remainder dispersed in adjacent municipalities in Laguna
and Rizal provinces. The operating profit margin was 32% on average. Porter's five forces of competition
found that buyers' entrance and exit barriers, as well as their negotiating power, are high, suppliers'
bargaining power is low, the danger of replacement is strong, and competition is relatively low.
Lambanog wine processors should examine the following strategy orientations to remain competitive:
cost emphasis, market niching, market and product development, and strategic collaborations among
government and other private entities.

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Feasibility Study of Putting Up a Lambanog Manufacturing in General Santos City

Lambanog wine, commonly known as coconut vodka, is a Filipino alcoholic beverage. It is a popular
alcoholic beverage among both men and women in the rural parts of the Southern Tagalog provinces,
where it is commonly manufactured. It is popular among the natives, and celebratory events would be
incomplete without it. It is devoid of artificial chemicals because it is manufactured entirely of coconut
sap. Lambanog production begins with the trimming of coconutflowers to allow sap to fall from the
petals. The sap is subsequently collected and fermented, resulting in the production of coconut "tuba."
To make coconut wine, the tuba is distilled, chilled, and filtered. To provide a variety of tastes, it can be
combined with fruit flavors such as berries, raisins, calamansi, mango, and even gum flavor (Ascan, 2010)
Because lambanog has just lately begun to enter the worldwide market, trade data monitoring export
and import of this commodity is quite sparse. Lambanog manufacture is still very much a cottage
business with significant historical origins.

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