URDANETA CITY UNIVERSITY

COLLEGE OF HOSPITALITY AND TOURISM

MANAGEMENT

San Vicente West, Urdaneta City 2428 Pangasinan, Philippines

ECONOMIC IMPACT OF TALONG FESTIVAL IN VILLASIS PANGASINAN;

AN INSIGHTS FOR THE PROGRESSION OF THE MUNICIPALITY

In Partial Fulfillment

Of the Requirements for the degree

Of Bachelor of Science in Tourism and Hospitality Management

Padillo, Jessica Mae

Pascua, Jocelyn G.

Perez, Madelyn Jade S.

Porio, Mark Brendyll S.

Querol, Judy Anne C.

Rendorio, Mary Ann F.

Rendorio, Mary Jean F.

2022

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 CHAPTER I

INTRODUCTION

Background of the Study

A festival is known to most people as a day of celebration or festivities. There are many

festivals celebrated throughout the world and the Philippines is no exception. Often, a province,

town, or municipality celebrates a festival in the Philippines. A festival is also a way to attract

visitors to come to the province, town or municipality therefore a festival has an impact on the

hosting place. The impact may be good or bad but none the less a festival has an impact. Since

festivals are celebrated throughout the world it is very important to learn, understand, and

measure its impacts on the hosting community (Luna, 2015). In the Philippines, these

celebrations are joined by many people coming from different places to witness the variety of

entertainment which these festivals offer to everyone. A festival serves as a mirror of one’s

culture and heritage. Philippines is one of the countries which has a large number of festivals

such as Ati-Atihan, Sinulog, Panagbenga, Bangus, Talong and others. These fest attract many

tourists to the Philippines. People tend to watch them yearly since they never stop giving variety

of entertainment. They have been a part of the history and life of every Filipino. A festival, at

the same time, serves a identity of the place where it is being celebrated. Moreover, it gives an

opportunity to talented individuals to showcase their talents thus making them be identified and

recognized by the people. Filipinos are said to be fond of merriments therefore lot of events are

organized around the country. Most of these celebrations are in relation to pay homage and

thanksgiving to the Almighty God for the abundant blessings and prosperity he bestows over

the years especially the Municipality of Villasis. Villasis, Pangasinan is known as the top

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eggplant “Talong” producer of the country. People of this town honor their violent crop through

Talong Festival. Villasis, Pangasinan celebrated Talong Festival on the month of January it is a

9 – day celebration featuring various activities related to talong. Thousands of local and foreign

tourists flocked to Villasis, Pangasinan to witness the first talong (Eggplant) Festival in this

agricultural town, The vegetable basket of the North and “Vegetable Home Pangasinan”.

Among the highlights were the inauguration of the Villasis Vegetable Trading Post or Bagsakan

and the setting up of a one-kilometer-long. Talong Grill to help the town establish its own

identity. Almost 1.5 kilometers of grilled talong were grilled on the national highway of Villasis

and thousands of tourists enjoyed the grilled vegetable with rice. Other exciting activities such

as fashion show competition, street dancing exhibition are presented where they use talong as

their props and decoration to their costumes. Visitors also enjoyed watching talong cookfest

cooking talong. Like other festivals celebrated in different towns of the province of Pangasinan,

some TV personalities are invited to entertained townspeople and visitors and experienced a

free concerts and street party. Villasis Talong Festival is an annual celebration of the

townspeople to pay homage and thanksgiving to the Almighty God for the abundant blessings

and prosperity he bestows over the years. A festival or commonly known as a “Fiesta” is part of

the Filipino culture. Each city or province has a local fiesta. Being a very religious centered

country, a fiesta is commonly about the celebration of a city or province's patron saint or of

harvest. There is a fiesta going on at any time in the Philippines. Festivals allow us to express

ourselves and celebrate each one of our magnificent cultures, heritages, and traditions openly.

These festivities also offer us a means to rejoice and create special moments and emotions in

our lives with our loved ones. They play an important role by adding meaning to our social lives

and connect us with our origins and sense of belonging. Some festivities are a distraction from

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our humdrum day-to-day existence and routine of life. A celebration gives us some form of

motivation to remember the important things and moments in our life.

The researchers observed that people together due to the inherent goodness in us and our

humanity towards each other. This desire to have a good time with our family and friends is

possibly due to our passions and our wish to spread and share our joyfulness with as many

people as possible. Originally many festivals and celebrations were most likely started to pass

on teachings, knowledge, heritage, legends and traditions onto the next generation. Sometimes,

in addition to this we as people create festivals since in one way or another, we want to get

together to eat, sing, dance, drink, laugh, dress up, and do almost anything to have a good time.

Whatever the reason, it is vital that it promotes understanding, compassion and a greater

acceptance of each other as individuals within the community and between communities. Our

cross-cultural and religious gatherings help to foster interfaith understanding as well as present

Ezeani (2016) revealed that “The revolution in festivals has been stimulated through

commercial aspect to meet the changing demand of the local community groups and increasing

business opportunities for the events organizations and local businesses. Festivals play a major

part in a city and local community. Festivals are attractive to host communities, because it helps

to develop local pride and identity for the local people. In addition, festivals have an important

role in the national and host community in context of destination planning, enhancing and

linking tourism and commerce. Some aspects of this role include: events as image makers,

economic impact generators, and tourist attractions, overcoming seasonality, contributing to the

development of local communities and businesses, and supporting key industrial sectors.”

Tanaka (2011) found that “The festivals themselves played a vital role in the life of the

community. To begin with, they marked the turn of the seasons, on which most economic

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activity hinged. In addition to agriculture, which involved a series of sophisticated processes

carefully attuned to the time of year, villagers followed seasonal cues in managing their coppice

woodlands, which they harvested for fuel in the form of firewood and charcoal; building

materials in the form of lumber and thatch; and various edibles, such as mushrooms that were

dried and preserved”.

John Paul (2012) quoted that “Recently festivals are considered to contribute

significantly to the cultural and economic development wealth of Nigeria. Festivals have major

impact on the development of cultural tourism to the host communities. The festival organizers

are now using the historical and cultural themes to develop the annual events to attract visitors

and creating cultural image in the host cities by holding festivals in the community settings. The

desire for festivals and events is not specifically designed to address the needs for any one

particular group. The hosting of events is often developed because of the tourism and economic

opportunities addition to social and cultural benefits. Many researchers have contested that local

community’s plays vital role in development of tourism through festivals”. Congcong (2014)

exposed on his research “The Study of Festival Tourism Development of Shanghai” that

although Shanghai festival tourism development in domestic was in the lead, but relative to

foreign famous brand festival activities still had great gap, but with the development of economy

in our country, further development of urban tourism and leisure tourism, the festival tourism in

Shanghai will continue to mature, through continuous research, perfect, utilize

internationalization, marketization development as a breakthrough the bottleneck of effective

measures, Continue to strengthen and expand the Shanghai festival industry. Esu (2009)

investigated on the “Tourists’ Satisfaction with Cultural Tourism Festival: a Case Study of

Calabar Carnival Festival, Nigeria”. The study showed that cultural tourism festival attributes

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have significant effect on overall tourists’ satisfaction. This was partly supported by the result of

the multiple regression analysis. The result of multiple regression analysis revealed some festival

attributes (organization, promotion, facilities and friendliness of locals) were predictors of the

level of attendees’ overall satisfaction with the festival. These attributes could be packaged and

manipulated by way of strategy formulation to increase the level of satisfaction of attendees to

the event. There was the tendency of consumers responding positively when exposed to the right

cues. The basic theoretical underpinning was that the festival attributes that were explanatory of

attendees’ satisfaction should be factored into the product development and marketing strategy.

Chen (2011) on his study “Residents’ Perceptions of the Impact of Major Annual Tourism

Events in Macao: Cluster Analysis” suggested that similar studies should be carried out every

year to monitor residents’ perceptions of the development of event tourism in Macao. Further, a

comparison of these findings with those obtained in the other two major tourism sectors in

Macao, namely gaming tourism and heritage tourism, should give the local government a clearer

understanding of how local residents perceive each of the three main sectors overall. This study

was the first to include a personal factor in the construct of the impact of event tourism and one

other few to examine a set of tourism events simultaneously. It is hoped this study will stimulate

more discussion on these issues. Kulkarni and Bhopatkar (2013) showed that festivals have

contributed in the development of cultural tourism it attracted culture tourists to local community

events to promote cultural exchanges between tourists and resident with the example of Ganesh

Festival in Pune. Tourism festivals have major effects on the local economy directly and

indirectly that the spending by visitors on local goods and services by event-tourist had a direct

economic impact on local businesses and also passed the benefit more widely across the

economy and the community. The study also found that local transport, hotels, restaurants, small

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shopkeepers, hawkers got profit during the period of festival. Number of visitors was increasing

year by year which affected the local economy. The tourists and visitors spent money within the

community, enhanced the local economy and supporting restaurants, hotels and other tourism-

related businesses. Celik and Cetinkaya (2013) exposed that Event Tourism examined as a

concept of special interest tourism had contributed significantly to tourism, travel, leisure and

recreation and lodging industries recently by becoming a strong tourism demand generating

factor. In addition this, event tourism was an important way to catch social, economic,

environmental goals and provide benefits for the societies and destinations. Events are one of the

important attractions of destination and provided tourists with updated information about culture,

society and history. Festivals and public celebrations found in all societies were increasingly

seen as unique tourist attractions and destination image makers with a variety of other special

events. They played a big role in making contribution to the cultural exchange among the people

of the world and provided important contributions to the development of the cities and making

them a brand city. As a result of the research, it was understood that Izmir International Art

Festival organized for the last 26 years had a significant role in recognition of Izmir in

international area. Xu (2014) stipulated that “Today, with the development of economic

globalization and China’s market economy, people liberated their thought, provided conditions

for western culture merging into our society. Some western festivals have become popular

among the new generation in China. This acceptance of the western culture and traditional

festivals reflected the fusion of the Chinese and western cultures. Chinese traditional festivals are

the soul of national spirit and the epitome of Chinese ancient civilization. We should change the

ignorant customs and maintain the excellent ones which can embody national features. The

precondition of learning foreign culture is to get a good knowledge of our own national culture.

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In cross cultural communication, we should not have blind faith in foreign things and ignore

national dignity, and we should prevent the culture erosion phenomenon when communicating

with westerners” The primary goal of our review was to analyze and critique festival research

with a view to developing a research agenda for further study. Accordingly, we sought to

evaluate themes and trends in the extant literature. To facilitate the advancement of festival

research, we chose to investigate a broad range of subject areas and journals. However, this

presented us with a challenge, as research on festivals covers a multitude of topics and adopts a

variety of perspectives. To account for this breadth of research, we adopted an inclusive

approach and defined festivals broadly as public, themed celebrations that are held regularly.

Another challenge we encountered was distinguishing between literature on festivals, events and

special events. Prior research has frequently used these terms interchangeably which limited our

ability to develop search terms that allowed an automated selection of articles for inclusion in

our review. (de Mol et al. 2015) The celebration, which pulls in an abundance of tourism, is

additionally an occasion made for the neighborhood group. Celebrations are here and now

occasions basic for social tourism (Chang, 2006; Getz, 2008). The last have turned out to be vital

in recognizing one visitor goal from another on the premise of social items (Getz, 2008).

Celebrations are those occasions that have a great deal of assorted variety and prevalence (Getz,

2008; Gursoy et al., 2006; Yang et al., 2011). The term of the celebration could be characterized

as: a festival of a particular subject to which general society is welcomed for a given season. This

occasion should be possible consistently or short of what one year (Grappi and Montanari,

2011). Festivals provide numerous benefits for societies. For instance, they enhance

destinations’ images in visitors’ mind, therefore they are very useful marketing tools to promote

the destinations and their attractions (Fredline & Faulkner, 2000; Yolal et al., 2016). They also

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have a great impact on boosting local economy through tax revenues, increased employment and

business opportunities through increased visitor arrivals, expanded tourist season, and extended

length of stay and expenditures (Yolal et al., 2009). Moreover, they have positive social impacts

on local communities such as increasing the community attachment of residents (Lau & Li,

2015) and strengthening community ties with past or existing culture which help to preserve

local culture (Bagiran & Kurgun, 2013). Beyond generating all the economic and social benefits

and opportunities, festivals are likely to create positive significant impacts on both the residents’

and visitors’ subjective well-being (SWB) (Jepson & Stadler, 2017; Packer & Ballantyne, 2011;

Yolal et al., 2016). Despite the substantial literature on the association between leisure,

recreation, tourism, travel and subjective well-being (SWB), until recently, there are only few

studies concerning festivals’ positive impacts on SWB (Jepson & Stadler, 2017; Yolal, Gursoy,

& Uysal, 2016). Therefore, this study aimed to contribute to the limited understanding of the

possible impacts of festival participation on SBW of festival participants. Moreover, the study

investigated the relationships between the following main constructs: festival motivations,

festival satisfaction, perceived social impacts offestival, social well-being, subjective wellbeing

(positive affect, negative affect and life satisfaction), revisit intention and word of mouth.

Since the recent economic downturn, many local governments have been faced with

budget cuts. These cuts have caused difficult decisions because communities still rely on the

programs being cut. One way many communities have decided to supplement the budget is

through community festivals (Carter & Zieren, 2012). According to Getz (2012), researchers are

unable to explain the sudden increase in interest in festivals and special events. The current

hypothesis is that many societies are now multicultural and have the opportunity to enrich the

lives of many members of that particular society. Also, the urban lifestyle is becoming more

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populated, and this can cause many stressors in a person’s life. The special events and festivals

have the potential to provide a location for society members to come together and share identities

and places of significance. If run correctly, these festivals have the potential to generate extra

income for the host community. The event should be sure to share the community’s story and

contribute to its unique image. This can be done by ensuring local talent is featured and local

businesses are used as partners for the event (Carter & Zieren, 2012).

Andersson and Lundberg (2013) explain that an event is likely to have a social, cultural,

and environmental impact on the community as well as the people at the event. When people

support an event in their community, it is most likely because they are being given the

opportunity to interact with friends and family members. These interactions can encourage the

participants to spend money, which eventually has an economic impact. Running the economic

impact analysis will help the researcher better understand exactly how the host community is

being impacted by the festival or special event. Larger events have a greater potential for

generating a larger economic impact because of their larger attendance and greater media

coverage. Participant-based events may also generate a larger expenditure per person or party

than spectator-based events. This is because each individual is encouraged to become a part of

the event instead of merely watching. A festival creates a number of impacts on the host

community, such as increased expenditures, the creation of employment, an increase in labor

supply, an increase in public finances (such as sales tax), an increase in the standard of living,

and an increased awareness of the area. Even though each of these impacts is felt within the

community, it is always necessary to determine ways to make the impact larger and create a

more successful event. This can be done by increasing visitor length of stay in the area, visitor

expenditures in the area, destination awareness, and civic pride or community support (Myles,

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Carter & Barrett, 2012). When each of these areas is closely examined and understood in terms

of how it impacts the host community, a successful event can be created for the community and

visitors to enjoy. Luna (2015) studied on the perceived effects of the Bañamos festival on the

economy and tourism industry of Los Baños, Laguna. The respondents of this study were the

festival organizers and participants, barangay officials, as well as, the local businessmen. They

were selected through non-purposive sampling. The researcher employed a descriptive method

and content analysis. Data obtained from the respondents were analysed using frequency and

percentage. Moreover, an adapted survey questionnaire was utilized in this research. Results of

the study revealed that most respondents believed that the festival had an impact on the economy

of the municipality. They claimed that the festival seemed to have led to an increase in the

economic activity of the municipality such as the expansion and improvement of local products

and services which help generate more income for the locals. The respondents also believed that

the festival had an impact on the tourism industry of the municipality, as it seemed to have

resulted to an increase in the variety of entertainment in the municipality where the locals were

able to showcase their talents. Calopez (2011) presented his study that aimed at assessing the

economic and tourism impact of the Ati-Atihan Festival to the Municipality of Kalibo, Aklan.

This descriptive study involved 120 respondents composed of residents, businessmen and local

government officials who were selected using the purposive sampling method. A one-shot

survey was conducted to gather pertinent data and treated using descriptive and inferential

statistics. Results revealed that respondents believed that the Ati-Atihan festival had an impact

on the economy of the town by bringing about the expansion and improvement of local products

and in increasing the economic activity in the town. It had an impact on the tourism industry by

attracting tourists both locally and internationally. However, significant differences were found

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concerning the impact of Ati-Atihan festival. Thus, certain recommendations were formulated

for the enhancement of the celebration as well as to boost the tourism industry and the economy

of the municipality. Ylagan and Laguador (2014) publicized that it was in this context that

tourism really provided opportunity to create employment for local residents through

establishing small business enterprise and for the investors to establish large scale business

industries in the area. It also nourished the Filipino traditions through celebrating various

festivities and religious activities that symbolize the rich culture of the country. Batangas is

famous in beaches because of its geographical location. Taal Volcano is another tourist attraction

in the province of Batangas but it can be best viewed in Tagaytay City. The researchers have

always recommendation to the Local Government Units of each municipality to strengthen the

tourism development programs in cooperation with the private sectors who owned the resorts

and other business firms. Magpantay (2014) determined the socio-cultural effects of festivals in

the province of Batangas as part of the cultural tourism industry. Specifically, it described the

profile of the respondents in terms of age, gender, civil status, religion, income educational

attainment; assessed the perceived sociocultural and economic effects of festivals in the province

of Batangas; to test the significant difference between perceived socio-cultural and economic

effects when grouped according to their profile variables; and to propose a plan of action to

enhance and promote the cultural tourism industry of Batangas Province. Majority of the

residents were 60 years and above, female, married and Roman Catholic with monthly income of

5,001 – 9,999.99 and elementary graduate. The respondents strongly agreed that one of the socio

cultural effects of festivals was it provided unity in the community and in terms of economic

effects, hosting a festival is expensive. Coliat (2014) conducted a study to assess the Tinapay

(bread) Festival in Cuenca, Batangas. Specifically, it determined the development strategies of

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community-based tourism in terms of planning, organizing, directing, and controlling; evaluated

the effects of development of community-based tourism Tinapay Festival in Cuenca; proposed

an action plan in promoting tourism in Cuenca. The study used descriptive method with the

survey questionnaire as data gathering instrument which was administered among 100

respondents. The results of the study revealed that the respondents agreed that in order to achieve

the success of the Tinapay Festival, there must be careful planning, organizing, directing and

controlling. Most of the respondents were 60 government officials and 40 locales who agreed

that the community involved and the committee in charge proved their incomparable teamwork

which made the Tinapay Festival successful. They developed great teamwork through fair

distribution of task resulting to respect and trust of the residents. Buted (2014) exposed that “The

common problem encountered by the Tourism Industry in Calatagan was lack of promotion.

Among the social benefits brought by tourism in Calatagan they strongly agreed on promoting of

peace and order situation. Among the economic benefits they strongly agreed on employment

opportunities. Tourism means more jobs for the people and improvement of their standard of

living. All programs were implemented and the government knows how to develop more of their

place”. De Leon (2013) concluded that “There is a need for policy makers to understand and

define the relationship between cultural development and values formation. It was important to

establish how the values formed in the attitudes and habits of people affected the promotion of

peace, justice and social development. There was a huge jump in the understanding of how

culture led to development; if such link remains unsubstantiated, the idea of culture and

development can end up simply being an empty catchphrase”.

Many times a “Community Main Street” program or “Tourism Bureau” is responsible for

organizing a large scale event for the community. It can be difficult for these organizations to

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justify to community members and/or officials why spending for the event is necessary for the

community. One way to show the justification is through festival evaluations. These evaluations

are used to determine whether the positive impacts outweigh the cost of putting on the event. The

results are then shared with policy makers and sponsors to help to determine which events are

necessary to sponsor (Carter & Zieren, 2012). Community based tourism presents a way to

provide benefits to all affected by tourism through consensus ‐based decision making and local

control of development (Salazar, 2012). Members of the community are given the opportunity to

design and implement tourist attractions for locals and residents. When community based

tourism is implemented correctly, multiple benefits can be felt throughout the community. These

benefits include generating income and employment, benefits from natural resources prompting

the community to use the resources in a sustainable way, and can add value to the area through

economic diversification (Rozemeijer, 2001 within Salazar, 2012). “Community based tourism

suggests a symbolic or mutual relationship where the tourist is not given central priority but

becomes an equal part of the system” (Wearing & McDonald, 2002 within Salazar, 2012, p. 10).

Another way to create the multiple relationships is through networking between outside sources

and local community members. The interaction (or network) between the two sides of the event

can help to create the bonding relations within the community and strengthen social inclusion

(Iorio & Corsale, 2014). Finding the right balance between the economic gain and culture

integrity for the community can be difficult, but when outside sources are combined with locals,

ideas can be looked at in a different light to ensure all opinions are being considered. Networking

also helps the local community to spread the word about the event to the outside world. Many

times a “Community Main Street” program or “Tourism Bureau” is responsible for organizing a

large scale event for the community. It can be difficult for these organizations to justify to

14
community members and/or officials why spending for the event is necessary for the community.

One way to show the justification is through festival evaluations. These evaluations are used to

determine whether the positive impacts outweigh the cost of putting on the event. The results are

then shared with policy makers and sponsors to help to determine which events are necessary to

sponsor (Carter & Zieren, 2012).

Running the economic impact analysis will help the researcher to better understand

exactly how the host community is being impacted by the festival or special event. Larger events

have a greater potential for generating a larger economic impact because of the attendance size

and greater media coverage. Participant‐based events may also generate a larger expenditure per

person/party than the spectator‐ based events. This is because each individual is encouraged to

become a part of the event, instead of merely watching. A festival creates a number of impacts

on the host community such as: increased expenditures, creation of employment, increase in

labor supply, increase in public finances (such as sales tax), increase in standard of living and

increase in awareness of the area. Even though each of these impacts is felt within the

community, it is always necessary to determine ways to make the impact larger and create a

more successful event. This can be done by increasing: visitor length of stay in the area, visitor

expenditures in the area, destination awareness, and civic pride or community support (Myles,

Carter & Barrett, 2012). When each of these areas are closely examined and understood how

they impact the host community.

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Statement of the Problem

This study generally aimed to determine the “ECONOMIC IMPACT OF TALONG

FESTIVAL IN VILLASIS PANGASINAN; AN INSIGHTS FOR THE PROGRESSION OF

THE MUNICIPALITY”.

Specifically, this study aims to answer the following questions;

1. What are the profile of the respondents in terms of the following variables:

a. Age;

b. Sex;

c. Educational Attainment;

d. Family Monthly Income

2. What are the economic impacts of celebrating Talong Festival in the Municipality of

Villasis, Pangasinan in terms of:

a. Tourism Industry;

b. Culture and Traditions;

c. Employment and Livelihood

3. Is there a significant differences between economic impacts of Talong Festival and the

Demographic variables of the respondents.

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Theoretical Framework

The purpose of this study is to develop a conceptual framework to determine

ECONOMIC IMPACT OF TALONG FESTIVAL IN VILLASIS PANGASINAN; AN

INSIGHTS FOR THE PROGRESSION OF THE MUNICIPALITY. The theoretical framework

focuses on the relationship between experience quality, perceived value, satisfaction and

behavioral intentions of the festival tourists. The diversity of growth and popularity of festivals

and events have been growing and many communities are arranging different festivals and

events as leisure and cultural recreation for their community members. Such arrangements have

led to improvements in both local community lives and image. In order to increase visitor

participation, it is important that they perceive good value in relation to their satisfaction and

high quality in services. From previous research, it was evident that service quality, perceived

value and satisfaction are some of the major factors that influence tourists’ behavioral intentions.

In the context of festival tourism, little research has been conducted to test the relationship

between quality, value, satisfaction and behavioral intention. In this paper a conceptual model

has been proposed to examine whether experience quality has an impact on perceived value,

which in turn is posited herein to affect satisfaction and behavioral intention. Several hypotheses

have been proposed to test a research model in the context of festival tourism. In an ensuing

study, the proposed model will further be tested empirically at a music festival named Malakoff

17
occurring yearly in western Norway. The festival generates considerable interest and regional

and national participation within the region.

In the past couple of decades, festival and event tourism has been one of the fastest

growing sections of the world leisure industry (Getz, 1991; Nicholson & Pearce, 2001), and has

received increasing attention by academic researchers. In addition to commonly targeted topics

such as economic impact, marketing strategies of megaevents, and festival management (Getz,

1999; Gnoth & Anwar, 2000; Raltson & Hamilton, 1992; Ritchie, 1984), there is a growing

stream of research focusing on the motivations of attendees. It has been agreed that

understanding motivations, or the “internal factor that arouses, directs, and integrates a person’s

behavior” (Iso-Ahola 1980, cited in Crompton & McKay, 1997, p. 425), leads to better planning

and marketing of festivals and events, and better segmentation of participants. The reasons to

conduct festival and event motivation studies were aptly articulated by Crompton and McKay

(1997). They believed that studying festival and event motivation is a key to designing offerings

for event attendees, a way to monitor satisfaction, and a tool for understanding attendees’

decision-making processes. The present note attempts to briefly review motivational studies

related to festival and event tourism. It is believed that such an effort will help identify existing

theoretical and methodological problems, and clarify future research directions.

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CONCEPTUAL FRAMEWORK

The major concept of this study is focused on ECONOMIC IMPACT OF TALONG

FESTIVAL IN VILLASIS PANGASINAN; AN INSIGHTS FOR THE PROGRESSION OF

THE MUNICIPALITY.

INPUT PROCESS OUTPUT

1. Profile of
respondents in terms
of;
a) Age Survey
b) Gender
c) Educational Questionnaire;
Attainment Economic Impact
d) Family Monthly
Income Data Gathering; of Talong Festival
2. What are the
economic impact of in Villasis,
Data Analysis; and
celebrating Talong
Festival in Pangasinan; An
Municipality of Interpretation
Villsis, Pangasinan Insights for the
in term of;
a) Tourism Industry Progression of the
b) Culture and
Traditions Municipality
c) Employment and
Livelihood
3. Is there a significant
differences between
19
economic impacts of
Talong Festival and
the demographic
 Figure 1. Paradigm of the Study

Figure 1 shows how the researchers assessed the ECONOMIC IMPACT OF TALONG

FESTIVAL IN VILLASIS PANGASINAN; AN INSIGHTS FOR THE PROGRESSION OF

THE MUNICIPALITY.

SCOPE AND DELIMITATION OF THE STUDY

This study will focus on the elements of ECONOMIC IMPACT OF TALONG

FESTIVAL IN VILLASIS PANGASINAN; AN INSIGHTS FOR THE PROGRESSION OF

THE MUNICIPALITY. Personal identification of our respondents were gathered such as their

name, Age, Gender and educational attainment were included and considered as part of our

study. this study will be conducted at the Municipality of Villasis, Pangasinan. The respondents

of this study will be the tourist, the residence, those business owners and (LGU) Local

Government Unit of the Province who take a big leap on the said Festival. we will have a total of

50 Respondents with the set of 30 Questions with different elements, the first set of 10 Questions

will focus on Tourism Industry, The Second set will focus on Culture and Tradition and lastly

the last set of Questions will focus on Employment and Livelihood. The respondents has given

the same questions.

20
Significance of the Study

Festivals are an expressive way to celebrate glorious heritage, culture and traditions.

They are meant to rejoice special moments and emotions in our lives with our loved ones. They

play an important role to add structure to our social lives, and connect us with our families and

backgrounds. This study will be undertaken to find out how Festivals can impact the growth of

Tourism Economy of a certain municipality. Thus, this can also benefit to the municipal tourism

coordinator, municipal mayor/LGU’s, locals, and future researchers .

To the Municipal Tourism Coordinator’s : It could help improve the festival that will

inculcate the culture to everyone in the community.

To the Municipal Mayor/LGU’s: It could be a basis on the implementations of various

activities in the municipality to improve the tourism economy.

To the Students: It could help them to understand and know how impactful is to the tourism

economy.

To the Locals: This will be their pattern on how to relay their products and goods during events

and gatherings. For them to ensure a great growth towards their sales.

To the Future Researchers: The findings of this study will serve as a guide to local tourism

sector of Villasis, towards enriching the Town's image.

Definition of Terms

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Festival- a time of celebration marked by special observances. : feast sense . : an often periodic

celebration or program of events or entertainment having a specified focus. a daffodil festival.

Economy- the wealth and resources of a country or region, especially in terms of the production

and consumption of goods and services

Progression - the process of developing or moving gradually towards a more advanced state.

Camaraderie - mutual trust and friendship among people who spend a lot of time together.

Tourism - the commercial organization and operation of vacations and visits to places of

interest.

Insights - the capacity to gain an accurate and deep intuitive understanding of a person or thing.

Culture - all the ways of life including arts, beliefs and institutions of a population that are

passed down from generation to generation.

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 Chapter 2

RESEARCH METHODOLOGY

This chapter presents the methodology used for collecting the data for study. It explains

the study population, sample and sampling procedure, data collection techniques, data collection

procedure and data analysis. It also gives details to further understand the way we conduct any

type of procedures used for this research. This research study aims to describe the specific

procedures and techniques used to identify and analyze information applied to understand the

research problem, allowing the reader to evaluate a study's overall validity and reliability

critically. This research elaborates the data gathering procedure that includes research design,

quality of the service, and the evaluation of the study of Economic impact of Talong Festival in

Villasis. Pangasinan; An insights for the Progression of the Municipality. The researcher used a

variety of research to collect data in order to meet the purpose of the study.

Research Design

23
 The descriptive method of research was used in this study to determine the Economic

impact of Talong Festival in Villasis Pangasinan; An insights for the Progression of the

Municipality.According to Singh (2006) the descriptive method of research is used to identify the

present conditions and point to present needs, to study immediate status of a phenomenon, to find

facts, and to examine the relationships of traits and characteristics. Descriptive research is a

quantitative research method that attempts to collect quantifiable information for statistical

analysis of the population sample. It is a popular market research tool that allows us to collect and

describe the demographic segment’s nature.

Population and Locale

The setting of this research study is at the Municipality of Villasis, Pangasinan. The town

has 21 Barangays and is known for its annual celebration of Talong Festival which is celebrated

every january. Villasis Talong Festival is an annual celebration of the townspeople to pay homage

and thanksgiving to the Almighty God for the abundant blessings and prosperity He bestows over

the years. Villasis Pangasinan is known as the top eggplant “Talong” producer of the country.

People of this town honor their violet crop through “Talong Festival”. The respondents of this

research are the residents of Villasis Pagasian- Business owners, LGU (Local Government Unit),

tourism officers, residents and tourists. we chose them as our respondents since they are the most

suitable for the study that we are conducting.

Data Gathering Tools

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 The instrument that will be used in gathering data is the Likert-scale questionnaires. The

survey instrument developed by D'Abate (2009) we will use this instrument since this instrument

was verified in a large American study. This instrument is suitable for the one we are

undertaking. The survey was divided into two parts. The first part of the questionnaire asked for

a profile of the respondents, such as name, age, and gender. The second section of the

questionnaire is divided into four (4) sections: (a) job characteristics, (work environment t (c)

university support (d) contextual factors.

Question was graded on a four-point Likert scale to determine the Economic Impact of

Talong Likert scales are a standard rating format for survey questionnaires. scales range from a

different group of categories from high to low and ask people to indicate how much they agree or

disagree or approve or disapprove of the given statements (Allen & Seaman, 2007).

Data Gathering Procedure

The researchers will be using the form to survey questionnaire method in collecting data.

To start the conduction of data gathering, here are some steps that the researchers will follow:

1. Selection of respondents, with the use of provided list of information we are able

to reach our respondents.

2. Survey actualization, The researchers will proceed in giving survey

questionnaires toward the chosen participants via face to face. We will distribute

the survey questionnaire weekend as it is the free time of respondents. The test

include the presentation of the letter of consent, explaining the objectives and

directions.

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 3. Finalization and Computation Data, Lastly, the collected data will be analyze

and interpret using the applicable formula that will lead to the presentation of the

results, interpretations, and conclusion.

Treatment of Data

To follow statistical procedures were used to important file data gathered from respondents

of the duty

1. Simple percentage. the demograoical profile variable of the respondent were analyzed

using the simple percentage with the following formula.

P=F/N(100)

WHERE

P = PERCENTAGE

F = FREQUENCY FOR EACH CATEGORY

N = TOTAL NUMBER OF RESPONDENTS

100 = CONSTANT MULTIPLIER

2. Weight mean. this statistical tool was used to compute for the weight of the responses in

the questionnaire assigned by the respondents during the actual data gathering procedure

the formula for the weighted mean is as follows.

WM = ∑FW/ N

26
WHERE

WM = Weighted mean

∑ = Summation symbol

F = Frequency for each option

W = Assigned weight

N = Total number of frequencies

The following corresponding verbal interpretation for the weighted mean

WEIGHTED MEANS / CORRESPONDING REMARKS

EQUIVALENTS

4:00-5:00 STRONGLY AGREE

3:00-4:00 AGREE

3:00-2:00 NOT SURE

2:00-1:00 DISAGREE

3. LIKERT SCALE. The following likert scale serves as the quide for interpreting the data

gathered.

SCALE WEIGHTED CORRESPONDING REMARKS

MEANS/EQUIVALENT

4 4:00-5:00 STRONGLY AGREE

3 3:00-4:00 AGREE

2 3:00-2:00 NOT SURE

1 2:00-1:00 DISAGREE

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4. SPEARMAN PRODUCT MOMENT CORRELATION COEFFICIENT.

this was used to test the correlation between two variables involved.

r = N ∑xy - ∑x ∑ y / N ∑ x2 –( ∑x)2(N∑y2-(∑y)2)

WHERE

N = number of pairs

∑ = summation symbol

X = score for the first variable

Y = score for the second variable

5. I- test for the correlation coefficient r. this was utilized to test the null hypothesis stated in

this study using the computed value of coefficient r.

t = r-p/1-r2/n-2 df = n-2

WHERE

t = computed t –score

r = computed correlation coefficient r

p = p-value from the table or critical values

df = degree of freedom

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 CHAPTER III

RESULTS AND DISCUSSIONS

This chapter presents the results and interpretation of the data gathered throughout the

study. Data are carefully analyzed for an accurate presentation, analysis, and interpretation. The

data presented using the tables to facilitate an easier understanding of the discussion to the given

problems.

The presentation of tables was aligned and answered with the sequence of the specific

problem stated, we highlighted the 3 Economic Impacts of Talong Festival and formulate Five

(5) Questions each. The First Economic Impact would be on Tourism Industry, we put together

Five (5) Questions that centers on Tourism Industry the questions included are:

 1.Improved relationship between the tourism office and Department of

tourism,

29
  2. Talong Festival helps promote the tourism industry of Villasis

Pangasinan.

 3. It increases the variety of entertainment in the municipality through

different activities.

 4. Increase of tourist in the Municipality of Villasis (Local and/or

Foreign)

 5. It promotes community pride by celebrating Festival that make a town

special and evoke good camaraderie.

The second one would be on Culture and Traditions we also gather Five (5) Questions

highlighting the topic about Culture and Traditions the questions are:

 It enhances the culture and tradition of the municipality by celebrating

Festivals.

 2. Talong Festival gives hope and keep the high morale to the residence

of Villasis.

 3. it connects people to share a common goal.

 4. it makes way to create a strong bond and promote environmental

conservation.

 5. it enhances our knowledge about the roots of our culture and tradition.

Lastly on Employment and Livelihood, we also Formulate Five (5) on the topic

Employment and Livelihood these Questions include,

 It creates a job opportunity by conducting a job fair.

 2. It helps the Locals to generate income by selling different kinds of

goods.

30
  3. it attracts businessmen to invest or establish business to the

municipality.

 4. engaging by conducting seminars and livelihood trainings.

 5. Building Infrastructures to the municipality to help people have more

jobs. These 3 aspects are the center of our Questionnaire on the topic

Economic Impact of Talong Festival in Villasis Pangasinan: An Insights

for the progression of the Municipality.

Table 1: Mean Scores of Economic Impact of Talong Festival on the Municipality Of Villasis

Pangasinan.

Indicators WM DE

Economic Impact of Talong Festival in Terms of Tourism Industry…

1.Improved relationship between the tourism office and 3.50 SA

Department of tourism

2. Talong Fesival helps promote the tourism industry of Villasis 3.66 SA

Pangasinan.

3. It increases the variety of entertainment in the municipality 3.40 SA

through different activities.

31
 4. Increase of tourist in the Municipality of Villasis (Local and/or 3.22 A

Foreign)

5. It promotes community pride by celebrating Festival that make 3.45 SA

a town special and evoke good camaraderie

Average Weighted Mean 3.45 SA

Legend

SCORE SCALE MEAN SCALE DESCRIPTIVE EQUIVALENT

4 3.25 - 4.00 Strongly Agree

3 2.50 - 3.24 Agree

2 1.75 - 2.49 Not Sure

1 1.00 -1.74 Disagree

Table 1 shows the economic impacts of Talong Festival in Villasis, Pangasinan in terms

of Tourism Industry. The statement with the highest weighted mean is statement number 2 with

the question Talong Festival helps promote the tourism industry of Villasis, Pangasinan. with an

average of 3. 66 with the descriptive equivalent of Strongly Agree Statement 1 got a weighted

mean of 3.50 with the Descriptive Analysis of Strongly Agree. Statement 3 got a weighted mean

of 3.40 with the descriptive Analysis of Strongly Agree. Statement 4 got a weighted mean of

3.22 with the descriptive analysis of Agree. While on statement 5 it got a weighted mean of 3.45

with the descriptive analysis of Strongly Agree. Over all in table 1 it has a total Weighted mean

of 3.45 with the remarks of Strongly Agree.

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 In addition to this we can say that the economic Impact of Talong Festival Really help the

Municipality of Villasis, Pangasinan in terms of its Tourism industry since we have a total of

weighted mean with the numbers 3. 45 and has a description method of Strongly agree.

Table 2: Mean Scores of Economic Impact of Talong Festival on the Municipality Of Villasis

Pangasinan.

Indicators WM DE

Economic Impact of Talong Festival in Terms of Culture and Traditions….

1. It enhances the culture and tradition of the municipality by 3.21 A

celebrating Festivals.

2. Talong Festival gives hope and keep the high morale to the 3.38 SA

residence of Villasis.

3. it connects people to share a common goal. 3.22 A

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 4.it makes way to create a strong bond and promote environmental 3.41 SA

conservation.

4. it enhances our knowledge about the roots of our culture and 3.45 SA

tradition..

Average Weighted Mean 3.38

Legend

SCORE SCALE MEAN SCALE DESCRIPTIVE EQUIVALENT

4 3.25 - 4.00 Strongly Agree

3 2.50 - 3.24 Agree

2 1.75 - 2.49 Not Sure

1 1.00 -1.74 Disagree

Table 2 show the Economic Impacts of Talong Festival in terms of Culture and

Traditions when we say Festivals are an expressive way to celebrate glorious heritage, culture

and traditions. They are meant to rejoice special moments and emotions in our lives with our

loved ones. They play an important role to add structure to our social lives, and connect us with

our families and background. Statement 5 got the highest weighted mean with the question “it

enhances our knowledge about the roots of our culture and tradition with a weighted mean of

3.45 and got a descriptive equivalent of Strongly Agree. Statement 1 got a weighted mean 3.21

with the descriptive equivalent of Agree. The statement 2 has a weighted mean of 3.38 with the

descriptive equivalent of Strongly Agree. Statement 3 has a weighted mean of 3.22 with the

Descriptive equivalent of Agree. Statement 4 has a weighted mean of 3.41 with the descriptive

34
equivalent of Strongly agree. In overall effect of economic impact of talong festival in terms of

culture and tradition is that people or locale residents of villasis Pangasinan really value their

depths and the roots of their culture and tradition thus they always wants to expand nor broaden

the value of their roots. Since it is timely relevant up to this days to introduce their culture and

tradition not only to the locale residents but also to the tourists.

Table3: Mean Scores of Economic Impact of Talong Festival on the Municipality of Villasis

Pangasinan.

Indicators WM DE

Economic Impact of Talong Festival in Terms of Employment and Livelihood….

1. It creates a job opportunity by conducting a job fair 3.33 SA

2. It helps the Locals to generate income by selling different kinds 3.27 SA

of goods.

3. it attracts businessmen to invest or establish business to the 3.31 SA

municipality.

4. engaging by conducting seminars and livelihood trainings. 3.47 SA

35
 5. Building Infrastractures to the municipality to help people have 3.46 SA

more jobs.

Average Weighted Mean 3.33 SA

Legend

SCORE SCALE MEAN SCALE DESCRIPTIVE EQUIVALENT

4 3.25 - 4.00 Strongly Agree

3 2.50 - 3.24 Agree

2 1.75 - 2.49 Not Sure

1 1.00 -1.74 Disagree

Table 3 shows the economic impact of Talong Festival in terms of Employment and

livelihood. When we say Employment is normally predicated on individuals, while livelihoods

are an attribute of households. However, characterizing livelihoods involves using data about the

household itself and data about their individual members (such as the particular combination of

jobs held by various household members). Statement 4 with a question of Engaging by

conducting Seminars and Livelihood and has a highest weighted mean of 3. 47and has a

descriptive equipment of Strongly agree. Statement 1 had a weighted mean of 3.33 with a

descriptive equivalent of Strongly agree. Statement 2 has a weighted mean of 3.27 with a

descriptive equivalent of Strongly Agree, statement 3 has a weighted mean of 3.31 with a

descriptive equivalent of Strongly agree. While Statement 5 has a weighted mean of 3. 46 and

has a descriptive equivalent of Strongly agree. the importance of Employment and Livelihood is

that, this is because employment contributes to economic growth: Workers produce valuable

36
goods and services, and in turn receive a wage which they can spend on buying the goods

produced. High employment means a greater number of goods can be produced as well.

Livelihoods contribute to food security, prevent dependency, reduce vulnerability, enhance self-

reliance and can develop or build a set of specific skills during displacement. This may have a

positive impact on internally displaced persons' (IDPs') well-being and future opportunities

CHAPTER IV

CONCLUSIONS AND RECOMMENDATIONS

This chapter shows the conclusions and recommendations that were derived from the

analysis and interpretations of the study with the title of “Economic Impacts of Talong Festival

in Villasis, Pangasinan; An Insights for the Progression of The Municipality.

We therefore conclude that The economic benefits of festivals are easiest to see and most

often cited festivals attract visitors, which stimulate the growth of tourism and other businesses

in Villasis, Pangasinan. The social benefits of festivals are less visible, but they are just as

relevant. In addition to this Talong Festival Really helps in progressing the municipality of

villasis. According to the survey questionnaire that we conduct almost all of our respondents are

37
satisfied and strongly Agree with the questions that we put in our questionnaires. Thus we

conclude that celebrating talong Festival in the municipality of Villasis, Pangasinan has an

economic impacts for its progression.

Recommendations:

As a result of the findings and conclusions made, the following recommendations are

concluded:

1. We, the researchers recommend based on the questionnaires and data that we obtained;

The locale residents should enhance should enhance their knowledge and understanding

regarding the rich culture and tradition of Villasis, Pangasinan.

2. Giving the local vendors to showcase their local goods and products and providing them

the opportunity, not just providing but also giving them the opportunity to have more

income by the means of selling their products, after all they belong to the community

where we conduct our study.

4. We also recommend for the local Government to conduct a seminar and other livelihood

trainings for the locale residents to learn new things and generate income by engaging in

this type of seminars.

5. We also recommend to have more learning activities such as recreational activities and

others to showcase the hidden talents of the youths and also include them to be part of the

festival.

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