Role of Art Tourism in Promoting Destination Sustainability: The Case of

Pinto Art Museum

A Research Study

Presented to the Faculty of the

Hospitality Management Department
College of Hospitality and Tourism Management
Jose Rizal University
Mandaluyong City

by:
Añora, Alexandra Louisse A.
Dizon, Vangie M.
Pagon, Krisha Mikaela C.
Pertez, Marhiecris M.
Reales, Marella Mae D.
Tabanas, Julliah Andrea Q.

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Tourism Management

2nd Semester, SY 2023-2024

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 TABLE OF CONTENTS

Page
Title Page 1

CHAPTER1: INTRODUCTION 4
Background of the Study 6
Theoretical Framework 7
Conceptual Framework 10
Statement of the Problem 11
Scope and Limitations of the Study 12
Significance of the Study 13
Operational Definition of Terms 17

CHAPTER 2: REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature and Studies
Foreign Literature 19
Local Literature 20
Foreign Studies
22
Local Studies 24
Synthesis 25

CHAPTER 3 RESEARCH METHODOLOGY

Research Design 27
Instrumentation and Validation 28
Population and Sampling Technique
30

2
Data Collection Procedure 31
Ethical Consideration 31

References 33

CHAPTER 1
Introduction
Pinto Art Museum showcases works from over 100 artists for the final

exhibition exhibits titled "2021." The Pinto Art Museum has an extensive history and

Philippine art collection, with over three hundred pieces on display. Mr. Ferdinand

Montemayor, a painter and prominent supporter of Pinto, thoughtfully planned it. The

exhibition consists of different media types, such as paintings, sculptures, and other

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exhibitions, by promising newcomers to art veterans. The exhibition's theme is

optimism for the future as the city overcomes the limitations of the coronavirus

(COVID-19) outbreak. The Pinto Art Museum is a lovely modern environment for art

lovers, Greek architecture admirers, and nature lovers. It has become known for its

artsy, chill ambiance and Instagram-ready exterior and is located on a 1.2-hectare

property in Antipolo, Rizal.

"Pinto'' refers to "door" in Filipino, precisely what the museum is—a portal

for modern and contemporary art. Whether by purpose or not, the Pinto Art Museum

has altered people's perceptions of museums and exhibits, changing the face of local

museum culture just by existing. The museum's presentation of its artworks, an

extensive and well-curated collection of modern paintings, sculptures, and art

installations, is what distinguishes it. Unlike typical museums, which have items

enclosed in glass or hanging on the wall, walled off from the public and housed in a

closed, air-conditioned space, the Pinto Art Museum manages to show its artworks in

conjunction with its surroundings. The integration is so natural that seeing a tree

growing amid a stairwell feels completely normal. Buildings are open-air, and visitors

may find themselves admiring an artwork one minute and relaxing on one of the seats in

the gardens the next. The Pinto Art Museum offers a fresh ambiance that does not turn

off the younger crowd. Indeed, the galleries are set up in a delightfully friendly manner.

The open galleries allow the Pinto Art Museum to display its unique treasure trove of

artwork, which has been amassed since the 1960s. It contains seven galleries, the most

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recently opened earlier this year, right before the COVID-19 epidemic imposed

lockdown limitations. The newest gallery is the museum's giant wing, with "more

brilliant artworks and installations by contemporary Filipino artists." The remaining

galleries display diverse artworks, from traditional paintings showing beautiful scenes

of everyday life to more experimental mixed media pieces, from fascinating wire

sculptures to modern and abstract art pieces. There's also a painting gallery and a

souvenir store, as well as a few eateries where visitors may eat lunch or small snacks in

between seeing the paintings. The researchers want to study how to promote

contemporary art at the Pinto Art Museum. The study's results will help promote the

role of the Pinto Art Museum in promoting ecological sustainability in art tourism. The

researchers also expect that the research will recommend promoting environmental

sustainability.

Background of the Study

The study explained how the Pinto Art Museum may support ecological

sustainability. Seeks to investigate novel and adaptable approaches to identify, improve,

and elevate the museum. The museum features mixed-media artwork, sculptures,

paintings, and architectural designs that draw inspiration from religious themes,

historical events, and contemporary activities. The works of current Filipino painters are

also on show. In recent years, museums have become the focal point of civic opposition

because of their enormous potential to stimulate expanding cultural tourism and the

local economy. Museums are the country's most prized social and economic resource.

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They arranged and developed, considering the priceless finds in each location regarded

as modern art. The variety of museums in each nation shows how far society has come

and how much research has been done in that field. Situated in the ancient pilgrimage

center, the Pinto Art Museum is a modern museum with an exhibition area. The

fundamental idea that art can act as a museum developed a diplomatic bridge between

different groups, ethnicities, and worldviews. Since tourism affects almost every aspect

of society, interdisciplinary approaches are increasingly valued in tourist studies, and

disciplinary inputs from all backgrounds are crucial. The suggested method states that

museums have changed from being knowledge-distributing institutions focused on

collections to being outreach centers with educational resources and, more and more,

interactive experiences involving the public in creating new knowledge. The museum

industry has much knowledge and expertise to benefit upcoming conversations. Travel

has a significant seven impact on the economy, society, and politics almost everywhere.

One of the tourism industries that has grown the fastest during the past ten years is

cultural tourism. The intended audience will see how the museum fosters future

generations' well-being, creativity, social cohesion, and economic appeal. Protection is

one of the industries' tools; it may also be considered a teaching instrument. Tourism is

a process where people engage with one another and exchange money. Finding a

balance between necessary growth and sustainability is the foundation of sustainability,

which is linked to society's capacity for adaptation.

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Theoretical Framework
The theoretical framework for the study "Role of Art Tourism in Promoting

Destination Sustainability: The Case of Pinto Art Museum" is based on place

attachment theory, ecological sustainable development theory, and museum visitor

behavior theory, as determined by the literature review. Development must advance

ecological system repair and museums, boost economic efficiency, and enhance well-

being (Ismail & Ibrahim, 2019). According to place attachment theory, people's

emotions are connected to places or their surroundings, and legacy attachment refers

to a person's accumulated social and physical experiences in a particular location

(Stylidis, 2017). Lastly, the theory of museum visitor behavior aims to comprehend

visitor behavior to better the entire visitor experience, raise engagement, and improve

exhibitions (McManus, 2013).

The ecological sustainable development theory is pertinent to this study

because art tourism can have positive social and economic effects on communities.

However, it must also balanced with the travel and tourism sector. While museum

visitor behavior theory offers insights into how to enhance the museum experience and

promote sustainable tourism behavior, place attachment theory helps comprehend

visitors' emotional bond with museums. Using a Pinto Art Museum case study, this

study combines these theories to investigate how art tourism contributes to destination

sustainability. It will specifically look at how museums may support sustainability and

the variables that affect how visitors respond to modern art. Policymakers and tourist

managers can create more sustainable tourism practices with the study's insights.

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 The Ecological Tourism Theory promotes responsible tourism practices that

minimize harmful effects and increase sound effects. It incorporates a comprehensive

approach that considers the social, economic, and environmental facets of the growth

of tourism. By applying the Ecological Tourism Theory, this study can shed light on

how contemporary arts can support destination sustainability, particularly in terms of

the positive effects on the economy, society, and environment. It can also draw

attention to the difficulties and possibilities of art tourism and offer suggestions to

interested parties on promoting sustainable travel.

The motions of sustainability serve as the foundation for the study's theoretical

framework. According to Dijoux et al. (2021), art tourism is acknowledged as the

creator of the present and one of the pillars of sustainable development. According to

Poia et al. (2003), sustainable development ought to advance the recovery of natural

systems, boost economic efficiency, and enhance people's quality of life and cultural

diversity. As a foundation for elements of museum attachment, the study's theoretical

framework also considers the idea of place attachment, which establishes emotional

connections between people and environments or locations (Stylidis, 2017). The

visitor preference dimension considers the all-around attractiveness of the destination,

surroundings, culture, and infrastructure (Uzama et al., 2020). It is imperative to

consider visitors' loyalty, particularly for tourism destinations situated in culturally

significant places. By observing their behavior and preferences, curators can get

feedback on how visitors interact with the exhibits and information they have created

8
at the museum (Ott & Crossman, 2018). Moreover, museums' long-term survival as

social institutions depends on sustainability.

Museums can enhance their reputations by broadening their partnerships to encompass

societal diversity in all their endeavors and adopting a long-term perspective toward

patrons (Dijoux et al., 2021). For museums to remain sustainable and to help society,

they must once again become centers of learning rather than just tourist destinations

(Sandell, 2017). The Pinto Art Museum serves as an example of how the theoretical

framework of this study, which blends the ideas of sustainability, cultural heritage,

tourism, and place attachment, helps to explain how contemporary arts contribute to

the museum.

Conceptual Framework
An overview of the relationship between contemporary arts and the tourism

industry. Illustrates the paradigm in determining respondents' assessment of the

resiliency of Tourism-Related establishments around the Pinto Art Museum. The

profile of the respondents of Tourism-Related Establishments around the Pinto Art

Museum would focus on the Staff and Tourists. These variables will impact the

evaluation of tourism-related enterprises in the Pinto Art Museum.

Specifically, the study's chosen respondents::

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Statement of the Problem
The study aims to investigate the Role of Art Tourism in Promoting

Destination Sustainability: The Case of the Pinto Art Museum.

More specifically, this research study aims to seek answers to the

following questions:

1. What are the practices of Pinto Art Museum in terms of

a. Strategies

b. Preservation Artifacts

c. Eco-friendly Initiatives

d. Cultural Promotion

2. What is the Cultural significance of promoting and sustaining contemporary art?

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3. What recommendations can this research make to promote the sustainability of Art

Tourism?

Hypothesis

There is no significant impact on tourists' on the eco-friendly and sustainable initiatives

of the Pinto Art Museum.

Scope and Limitations of the Study

The Pinto Art Museum comprises six buildings and stands on 12,000 square

meters (130,000 sq ft) of land at the Grand Heights subdivision in Antipolo, Rizal.

The complex has two museums, one for contemporary art and another for indigenous

art. It has an academy for literature, visual and performing arts. Pinto also has a cafe

and an arboretum. The 2000 square meter arboretum has 500 indigenous plant species

as of 2021. Its most significant exhibition space for contemporary art is Gallery 7,

which opened in January 2020. Pinto Art Museum is an assemblage of over 300

modern paintings, sculptures, and art installations by various local artists.

A study on ecological sustainability at Pinto Art Museum aims to assess and

enhance the practices, policies, and infrastructure to ensure that its operations and

interactions with the environment are environmentally sustainable. This could involve

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examining energy usage, waste management, conservation efforts, or other aspects

related to ecological impact to promote sustainable practices within the museum

setting.

The Pinto Art Museum comprises six buildings and stands on 12,000 square

meters (130,000 sq ft) of land at the Grand Heights subdivision in Antipolo, Rizal.

The complex has two museums, one for contemporary art and another for indigenous

art. It has an academy for literature, visual and performing arts. Pinto also has a cafe

and an arboretum. The 2000 square meter arboretum has 500 indigenous plant species

as of 2021. Its most significant exhibition space for contemporary art is Gallery 7,

which opened in January 2020. Pinto Art Museum is an assemblage of over 300

modern paintings, sculptures, and art installations by various local artists.

A study on ecological sustainability at Pinto Art Museum aims to assess and

enhance the museum's practices, policies, and infrastructure to ensure that its

operations and interactions with the environment are environmentally sustainable.

This could involve examining energy usage, waste management, conservation efforts,

or other aspects related to ecological impact to promote sustainable practices within

the museum setting.

Pinto Art Museum Promoting environmental consciousness and

sustainability is a top priority for the Pinto Art Museum. It has put into practice some

12
environmental measures, including water collection methods and renewable energy

sources like solar panels. In addition to employing natural and eco-friendly building

and maintenance materials, the museum recycles and reduces trash.

The museum strives to raise environmental awareness through its

educational programs and exhibitions, demonstrating its commitment to sustainability

beyond its daily operations. The museum's exhibits feature artwork that explores

environmental themes and concerns and collaborates with neighborhood organizations

to promote environmental conservation and sustainability.

Significance of the Study

The significance of this research is to determine the Role of Contemporary

Art in Promoting Destination Sustainability: The Case of the Pinto Art Museum.

This research provides benefits to the following:

For tourists - Familiarization with contemporary art. Learn more about

contemporary arts in promoting destinations, support organizations with a beneficial

environmental impact, and find comfort from modern-day concerns. Many tourists

spend more time and money at their destinations. This helps with the development of

sustainable local economies, such as tourists. Other objectives of art tourism education

include assisting students in understanding their perspective of arts and allowing them

to gain knowledge and experience by discovering contemporary and modern arts.

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 For the future researcher - Give new ideas to the next researcher who will

conduct their research related to this topic. They were learning how to utilize its past

to future for long-term tourist growth while protecting and promoting its significance

for future generations. Individuals should be educated to establish identity, develop art

tourism, and become creative.

Admins of Pinto Art Museum - The study's findings may help give more

specific information for the development of policies in the museum.

Antipolo - History is important because learning about it teaches important

skills. It encourages people to look at the world through new eyes. When researching,

teaches critical thinking skills such as understanding preconceptions and juggling

multiple perspectives. This is especially important today, given the abundance of

information available online and the growing need to assess the reliability of the

information.

Museum Curators - The study's findings can help museum curators

understand their critical role in promoting destination sustainability through cultural

heritage tourism. By showcasing the Pinto Art Museum's positive impact on the local

community and environment, the study will provide curators with a better

understanding of the importance of contemporary art. The insights gained from this

research can also inform curators of effective strategies to engage visitors and promote

sustainable tourism practices, ensuring the long-term viability and relevance of their

museums.

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 Museum Enthusiasts - Will gain a deeper appreciation for the importance

of art tourism in promoting destination sustainability through this study. The research

will showcase how the Pinto Art Museum contributes to sustainability practices, the

economy, and the environment, emphasizing the value of supporting such institutions.

This understanding may inspire museum enthusiasts to advocate for sustainable

tourism practices and foster a more responsible and environmentally conscious

tourism sector.

Tourism Office - Through this study, the administration will be able to

understand better the perceptions and actual experiences of cultural heritage at Pinto

Art Museum in the current situation and thereafter provide solutions or programs that

would be beneficial to the tourism industry as well as to the people who can give

learning experience.

Tourism Stakeholders - The knowledge can help them design a better

learner or integrate a program suitable for the current situation.

Hospitality and Tourism Management (HTM) Department

The research will provide valuable insights for the HTM department in

understanding the significance of art tourism in promoting destination sustainability.

The study's findings can be incorporated into the curriculum and training

programs to educate future professionals in the hospitality and tourism industry. This

knowledge will enable them to develop innovative and sustainable tourism strategies,

15
contributing to the long-term success of cultural heritage sites and the wider tourism

industry.

Operational Definition of Terms

Contemporary Art - Works created by artists working in the present day.

Ecological Systems - An "ecosystem" is a biological community made up

of every living thing (including people) in a specific area and the nonliving things that

the living things interact with, such as the air, water, and mineral soil.

Ethnographic - An area of anthropology and the methodical investigation

of particular cultural groups. Ethnography investigates cultural phenomena from the

viewpoint of the research subject.

Modern Art - Refers to the forms and ideas of the art created in the period

roughly from the 1860s to the 1970s.

Natural Resources - Resources taken directly from the environment and

applied without much alteration. This covers the origins of highly valued traits, such

as their utility for commerce and industry, aesthetic worth, scientific interest, and

cultural significance.

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 Open-minded - Being prepared to take into account concepts and

viewpoints that are novel or divergent from your own. It also means paying attention

to what others have to say and keeping an open mind.

Society - A community, nation, or large collection of people who share

customs, institutions, and pursuits.

Survey - Collecting information from a sample of individuals and their

responses to questions.

Sustainable Development - A guiding philosophy that attempts to achieve

goals for social development while allowing the environment to support humans with

vital ecosystem services and natural resources.

Sustainable Tourism - Characterized as a form of tourism that, particularly

concerning the environment, the economy, and communities, has more positive effects

than negative ones and covers. Its idea encompasses the entire tourism experience,

taking into account issues of environmental preservation, social fairness, and quality

of life, as well as cultural variety and a vibrant, sustainable economy that creates

employment and wealth for all.

The Tourism Industry - Commonly referred to as the travel industry is

dependent on people going abroad or domestically for professional, recreational, or

social reasons.

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 CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature

Foreign Literature

Based on the conducted study in Information technology and sustainable tourism

development at a few Ugandan museums were the subjects of the study. Four main

goals guided the study: first, Identifying the demographics of the respondents in terms

of age, gender, education, marital status, and experience. Second, Assessing the

information technology's effectiveness in the chosen museums in Kampala, Uganda.

Third, Assessing the degree of sustainable tourism development in the chosen museums

in Kampala, Uganda. Fourth, Determining whether there is a meaningful correlation

between information technology and sustainable tourism development in the chosen

museums in Kampala, Uganda. For the study, 667 respondents, both male and female,

were chosen as a sample from among museum staff and visitors. A case study research

design was utilized in the study, and both qualitative and quantitative methodologies

were applied. The two main methods used to gather data were questionnaires and

evaluations of documents. A majority of 50.00% strongly agreed that selected museums

use visitor management techniques when determining carrying capacity to reach their

threshold by monitoring visitor flows and controlling tourist numbers, indicating the

effectiveness of information technology at these museums. The majority, 46.67%, of

respondents agreed that the chosen museums employ different strategies to handle the

carrying capacity of tourism by utilizing planning frameworks that prioritize

18
maintaining social and biological resources above putting a ceiling on the number of

visitors. A majority of 43.33% of respondents felt that the location could accommodate

the number of tourists without negatively impacting the environment, locals, or the

tourist experience regarding sustainable tourism growth. The majority, 58.33%,

concurred that mandatory actions by the central authorities are taken to stop

environmental damage.

Regarding the connection between IT and sustainable tourism development,

the majority (51.67%) strongly agreed that managers at certain museums may access a

wealth of data for long-term planning and decision-making. Through IT, they can get

precise and thorough traveler information from travelers already hosted. The researcher

made the following recommendations for particular museums: allow the government to

intervene to take mandatory measures to reduce environmental degradation, integrate

environmental objectives into the tourism policy and planning, prevent and control

pollution and promote sustainable practices; and accommodate a certain number of

visitors without negatively impacting the environment, community, or visitor

experience.

Local Literature

Curating Tomorrow is a consultancy that supports museums and the heritage

sector in leveraging their unique assets to improve their contributions to conservation,

climate action, society, and the environment. The curating expertise rooted in museums

19
is also used in Curating Tomorrow to consider and resolve real-world problems that

only sometimes involve museums or museum exhibits. This book aims to enable

museums, big or small, of any kind, wherever they are, as well as their staff, networks,

and partners, to support the UN's Sustainable Development Goals (SDGs).

The SDGs appeal to all societal segments, everywhere, to work together and

contribute to realizing the 2030 Agenda; they are not only for governments. With the

help of the SDGs, anybody, any industry, and any organization can work together to

achieve shared objectives while utilizing their unique talents, abilities, and resources.

This agenda may benefit significantly from museums because swiths will only be

accompanied by them. As long as the sustainability principles are adhered to, no one

correct method exists to contribute to the SDGs; instead, there is no wrong way. The

Sustainable Development Goals (SDGs) also emphasize taking decisive, dedicated, and

targeted action to increase positive impacts and reduce negative impacts.

Guidance aims to enable museums to participate fully in the SDGs. While it is not a

comprehensive solution, it is an excellent place to start, and it has been designed with

the understanding that different nations, different kinds of museums, and different roles

all have unique problems to deal with. As there are various realities in terms of social

and environmental challenges around the world, so are there various realities that

confront museums and the people who work in and with them. The universal nature of

the SDGs allows everyone to discover their way to connect with them, which is one of

their most outstanding features.

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In a limited sense, sustainability refers to the capacity to endure for an extended period

(the terms "maintainable" and "tenable" have similar meanings). It now encompasses a

broader meaning around the relationships among the environment, society, and

economy. It is expected to refer to the environment, society, and economics as

sustainability's three pillars or dimensions. The World Commission on Environment and

Development's Brundtland Commission (1987) defined sustainable development as

"development that meets the needs of the present without compromising the ability of

future generations to meet their own needs," which is essentially where sustainable

development originated.

The SDGs appeal to all societal segments, everywhere, to work together and contribute

to realizing the 2030 Agenda; they are not only for governments. With the help of the

SDGs, anybody, any industry, and any organization can work together to achieve shared

objectives while utilizing their unique talents, abilities, and resources. This agenda may

benefit significantly from museums because swiths will not be accompwilld without

them. There is more than one proper method to support the SDGs.

Related Studies

Foreign Studies

A museum dedicated to modern art differs from a generic art museum, which preserves

the ideals of the past. Instead, it is a venue for demonstrating and testing novel concepts.

21
One of the most prominent museums in the world devoted to contemporary art is the

Museum of Contemporary Art Chicago. The public can experience the thoughts and

works of contemporary artists here and learn about the social, historical, and cultural

background of contemporary art. Its goal has been to present innovative and

experimental work in various media and ambitious educational initiatives since its

founding in 1967. The MCA established a collection that now numbers over 2,000

pieces in 1974 to collect and conserve contemporary art for future generations.

Exhibitions at the MCA showcase contemporary art in all mediums created by well-

known local and global artists. Whether in a museum setting or a classroom, the MCA's

Learning Department develops various programs and experiences that connect artists

and audiences of all ages to share creative experiences, exchange ideas, and learn much

about contemporary art and culture. The MCA has been at the forefront of

contemporary art since 1967, creating history via thought-provoking and captivating

programming. Researchers and MCA personnel can access and preserve this history

through the collection housed in the Library and Archives. The archival collections

convey the story of the MCA's exhibitions and activities via various media, such as

publications, images, exhibition records, ephemera, films, and audio cassettes. The

Library and Archives contribute significantly to creating new programs, exhibitions,

and scholarly works in addition to its historical focus. Curators, artists, scholars, and

fans of contemporary art can find support for their research and interest in the 19,000-

volume collection of exhibition catalogs, monographs, and magazines.

22
Local Studies

The United Nations World Commission on Environment and Development

examined the mechanisms of environmental degradation worldwide in 1986 and offered

suggestions for preserving human society over the long run. In the ASEAN (Association

of Southeast Asian Nations) area, national tourist organizations (NTOs) are essential to

the growth of the tourism industry. Many people attribute the quick growth of the

tourism sectors in the Philippines, Malaysia, Singapore, and Thailand to this kind of

aggressive intervention. Except for the Philippines, these nations have seen some of the

fastest increases in global visitor arrivals and earnings during the past 40 years. Thirty-

two million arrivals (from various sources) produced around US$21 billion in revenue

for the four countries by 2000. However, these nations' poorly organized mass tourism

has also deteriorated the environment and culture. It was hardly surprising that the

tourism industry became a target for reform in its approach to development, given that

archival collections convey the story of the MCA's exhibitions and activities via

significant influence on the environment and culture and its status as a major player in

the global economy.

This study examines how non-governmental organizations (NTOs) in the

Asean area put sustainability principles into practice. To keep the conversation on track,

the scope of the analysis was restricted to the national tourism organizations. Only the

NTOs in the Philippines, Malaysia, Singapore, and Thailand were included in the study.

23
Hence, this limited sample does not represent the ASEAN area. Only one trip to a few

locations in Peninsular Malaysia, Singapore, and Thailand was undertaken due to

financial limitations. The research assistant was also unable to learn more about

sustainable tourism practices in Malaysia because of unanticipated bureaucratic

protocol. Development of tourism that results in the management of all resources so that

cultural integrity, vital ecological processes, biological diversity, and life support

systems are preserved while meeting needs on an aesthetic, social, and economic level.

The UN Commission for Sustainable Development (UNCSD) added that institutional

sustainability is a fourth criterion. A nation's institutional sustainability can be

determined by looking at how its development planning incorporates sustainable

principles, how it forms partnerships for sustainable development, how it uses indicators

to track sustainability, whether it has monitoring and coordination bodies for sustainable

development, and whether it has laws that support sustainable development.

Synthesis
The Pinto Art Museum is a popular destination for art enthusiasts in Antipolo

City, Philippines. It is known for its diverse collection of contemporary and indigenous

Philippine art. One of the standout features of the museum is its stunning architectural

design, with various galleries and exhibition spaces spread across a sprawling garden

landscape. This unique setting creates a tranquil and immersive experience for visitors.

The museum houses various artworks from different artists, showcasing various styles

and mediums. The museum offers a comprehensive overview of Philippine

24
contemporary art, from paintings and sculptures to mixed media works. In addition to

contemporary art, the Pinto Art Museum highlights indigenous Philippine art and

culture. Traditional crafts, artifacts, and indigenous artworks are displayed to highlight

the country's diversity and rich history.

The museum aims to promote and support local artists, allowing them to

display their creations. It also organizes art workshops, seminars, and events to engage

the community and foster creative expression. Overall, the Pinto Art Museum is a must-

visit destination for art enthusiasts, offering a unique and immersive experience to

explore the vibrant world of Philippine art. The combination of its stunning architecture,

diverse collection, and commitment to promoting local artists make it a prominent

cultural hub in the country.

CHAPTER 3
RESEARCH METHODOLOGY

This chapter covers the specific research technique employed for this project,

emphasizing the processes and methods used to collect data, the demographic and

sampling design, the instrument used, and the need for data analysis. This study also

covers the demographic and sample, research location, method and procedure, and

resources. After the data is gathered, analysis will determine a conclusion and

recommendations. The researchers employed one type of research design to characterize

25
and evaluate the cultural heritage and sustainability of the selected tourist-related

establishment. This study also employed a sampling technique, and the participants will

be selected based on the standards that the researchers established.

Research Design
In order to understand many aspects of pinto art, the researchers employed a

descriptive quantitative pinto art study design, which comprises collecting and

analyzing numerical data. Data was gathered through a survey in one study, and

qualitative and quantitative research were combined using a descriptive case study

methodology. The research aimed to understand the motivations and life experiences

of Pinto Art Museum employees as they attempted to recover from the pandemic. An

additional research endeavor examined the feasibility of employing quantitative

techniques to comprehend painting techniques, which may have significant

ramifications for pinto art. The present study employed a quantitative approach to

analyze painting techniques by scrutinizing numerical data that pertained to the

attributes of paintings. These studies offer valuable insights into the motivations of

museum employees, the examination of painting styles, and the potential applications

of quantitative research in pinto art. Researchers who study pinto art quantitatively can

gain additional insight into the various aspects of this medium. Please be advised that

more in-depth information about quantitative research designs in pinto art may be

found in academic journals and publications.

26
 The survey, which the authors will formulate, is the primary instrument for

this study. This survey would be used to analyze, review for trends, and make better,

more educated decisions, as well as to determine the correlation between excessive

gaming and time management skills of the respondents to their academic and overall

lifestyle patterns. The Questionnaire will be divided into three segments to reclassify

the answers quickly. The research instruments used in the study underwent testing for

both internal consistency and validity.

The survey will utilize a concise and practical five-point Likert scale to

gather your valuable feedback. The results will be categorized into Strongly Agree,

Agree, Neutral, Disagree, and Strongly Disagree, providing us with clear and

comprehensive insight into your opinions.

Table 1.2 Likert Scale of Benefits of Promoting Pinto Art Museum in

Terms of Ecological Sustainability

Scale Verbal Interpretation Response

1 Strongly Agree

2 Agree

3 Neutral

4 Disagree

5 Strongly Disagree

27
A series of pointed questions to assess the results of the respondents will be

administered to them to extract insightful and honest experiences and evaluate their

tendencies and backgrounds that could contribute to this phenomenon.

The second part of the questionnaire is adapted from the Job Satisfaction of the staff.

Population and Sampling Technique

The participants in the “Role of Contemporary Art in Promoting

Destination Sustainability: The Case of Pinto Art Museum” are a subgroup of people.

The researchers decided that the staff and tourists would be selected as the 150

respondents of the study.

The researchers used a simple random sampling method to gather data. The

researchers selected 150 respondents to collect data through the survey. Simple

random sampling ensures that every member of a population has an equal chance of

being chosen using an unbiased selection process. The sample is then selected using a

random approach after assigning numbers to each person in the sample. (Simkus,

2023). Researchers can generalize about a particular population and remove bias using

simple random sampling.

Data Collection Procedure

The researchers spent significant time pursuing relevant references to the current study.

The researchers collected the data through face-to-face surveys—the research

28
participants. Various publication sources will be used to gain a better knowledge of the

study and to gather relevant material from multiple literatures, journals, and studies.

With many references, the researchers will focus on the best possibilities to meet their

study's topic. Researchers conducted a survey using a simple and efficient five-point

Likert scale to collect your valuable feedback. The responses have been classified as

Strongly Agree, Agree, Neutral, Disagree, and Strongly Disagree, giving us an evident

and comprehensive understanding of your viewpoints.

Ethical Consideration

The study is guaranteed to respect and ensure the privacy and confidentiality of the

respondents to keep their anonymity. The researchers of this study strive to protect the

participants' personal and private information from undue disclosure arising because

they participated in this research, and the research participants will have the choice of

whether or not to include their names in the survey questionnaire. Their identities will

be confidential to ensure they are safe from unwanted and unprecedented

circumstances that might researchers strictly follow and uphold the Data Privacy Act

of 2012, which aims to protect the right to privacy and ensure suitable processing of

the respondents' personal information. The research participants are informed

beforehand that they must decide whether to participate in the researcher's conduct or

withdraw. The researchers will ensure that if respondents decide to take part in the

data gathering, it is purely out of voluntary participation and that no coercion was

29
involved. Furthermore, respondents will get information on the study's goals, which

will be systematically provided to them, and the study results will be summarized data

and not individual-level data. Lastly, researchers need to demonstrate honesty and

integrity regarding their research findings, not only for the benefit of society but also

to advance the more fantastic world in which citizens reside.

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