Multi-Stakeholder Analysis on Tourism Development in Zambales, Philippines

ABSTRACT


INTRODUCTION
Tourism development is considered as important and essential element to reduce poverty and immigration, social welfare, maintaining the characteristics of traditional culture, traditional structure preservation, cultural communication, preserving natural and cultural resources, strengthening the national pride and creating more job opportunities in the agricultural and livestock activities in rural and remote areas (Ghaderi, 2004).According to M. Alejandria-Gonzalez Philippine National Tourism Development Plan for the period of 2011-2016, the sector of Cultural and Heritage Tourism was highlighted as an identifi ed sector for development.As stated in the report, one of the key goals of the Department is to "develop uniquely Filipino destinations and products" (Department of Tourism, 2011).This goal could be related to the concept of destination branding wherein a tourist destination markets itself using a particular theme that represents the products available in the region.Tourism plays a large role in the economy of Zambales.Local and foreign tourist fl ock its many beaches creating many job opportunities and contributing to the economy.This study explores the status of Zambales Tourism Development and assesses the challenges and orientations that pervade in its practice which could be developed to attain the sustainable tourism developmental goals stated in the Department of Tourism (DOT) through political, economic, socio-cultural, technological, legal and environmental factors as analyzed by multi-stakeholders such as local government unit in all municipalities, selected resort management and customers.Tourism development has signifi cant contribution to the economy as a whole which is broad and deep because it is both labor and capital intensive.It promotes skills and vocational development that can be exported, and it promotes a 'culture of tourism' through a safer and cleaner environment that benefi ts not only tourists but the entire community as well.It also promotes and creates strong peripheral benefi ts to other economic sectors.

LITERATURE REVIEW Theory of Development
Theories of development and their defi nitions have changed over time.Until recently they predominantly followed Euro-American models of 'development' and were focused on economy.The theories assumed that 'developed' nation's value standards were superior to those of 'the developing nations.From the 1960's, the tourism industry was, and still is, seen as an effective developmental growth-pole, and tourism has been used by many countries to improve their economic development, (Telfer & Sharpley, 2008).However, the processes that produce this development in tourism are affected by economic, socio-cultural and political forces.This essay uses dominant theories and frameworks of development, Modernization, Dependency, Neoliberalism and Alternative Development.It will suggest that tourism has evolved within a trajectory of these dominant development theories and it maps the conceptual changes from development predominantly concerned with economic growth and inequality to those concerned about social, human and environmental issues.Tourism also has infl uences on the environment and its components, both positive and negative, and tourists must learn to protect the environment.At the same time, it acts in the direction of enhancing ties between nations, knowing people and peoples and helping maintain peace in the world, (Sofronov, B. 2018)

Stakeholder Theory
The concept of the "stakeholder" was pioneered by Freeman (1984), who identifi ed a stakeholder as "any group or individual who can affect or is affected by the achievement of the organization's objectives".Carroll (1993) expanded the defi nition of stakeholders based on Freeman's concept as being "stakeholders are those groups or individuals with whom the organization interacts, and can affect or is affected by any actions, decisions, policies, practice or goals of the organization".Later in 1995, Donaldson and Preston (1995) refi ned this defi nition; they proposed that as a stakeholder, the group or individual must have a legitimate interest in the organization.They also indicated that all stakeholders do no need to participate equally in the decision-making process, but all of their interests should be identifi ed and understood.Generally, the fundamental idea of the theory is that the organization should consider all the interests identifi ed by their stakeholders, and increase various stakeholders' involvement.From the early contributions of tourism planners, the concept of 'stakeholders' has become more important in tourism (Aas et al. 2005;Currie et al. 2009).The organizational structure of a destination is perceived as a network of interdependent and multiple stakeholders (Cooper et al. 2009;d'Angella & Go 2009) on which the quality of the experience and hospitality offered by the destination depends (Hawkins & Bohdanowicz 2011;March & Wilkinson 2009).Stakeholder collaboration represents a widely accepted approach to solving the problems associated with a lack of understanding and few shared common goals between the many stakeholders often involved in the development of tourism (Fyall & Garrod 2005;Ladkin & Bertramini 2002).

MATERIALS AND METHODS
The study utilized the descriptive research design with questionnaires as the main instrument in measuring the extent of tourism development in Zambales through a multi-stakeholder approach focusing on the PESTLE strategic factors with the end in view of developing of a strategic sustainable provincial tourism plan.The descriptive research design describes, analyzes and interprets gathered data from various stakeholders such as: Local Government offi cials, Management staff and customers regarding the Political, Economic, Sociocultural, Technological, Legal and Environmental factors that infl uence the operation of beach resorts.According to Eugene and Lynn (2017) using descriptive research designs will help provide answers to the questions of who, what, when, where and how associated with a particular research problem; a descriptive study cannot conclusively ascertain answers to why.Specifi cally, the survey type of descriptive study was employed.Further, comparative analysis was also resorted to.For the purpose of triangulation, the researcher conducted interviews and observations with the respondents as regards their responses relative to tourism development as well as success and limiting factors which are identifi ed with their perceived extent signifi cant in the conduct of the study.Frequency, percentage and weighted mean, analysis of variance, (ANOVA) were utilized as the statistical tools in analyzing the data.

RESULTS AND DISCUSSION Extent of Tourism Development in Zambales Through a Multi-Stakeholder Analysis along the Following Factors Political
The extent of tourism development through the analysis of three groups of stakeholders as to political factor, out of 15 indicators the overall weighted mean 3.95 with qualitative description of high extent as perceived by local government unit.An overall weighted mean of 3.98, with qualitative description of high extent as perceived and analyzed by selected resort management and customer service offi ce.As to political factors on the part of customers/guests with the overall weighted mean of 3.80 and qualitative description of high extent.

Socio-Cultural
As to socio-cultural factor, the extent of tourism development, the overall weighted mean of 3.91 with the qualitative description of high extent as analyzed and perceived by the local government unit, the overall weighted mean of 3.78 with qualitative description of high extent as to selected management, the overall weighted mean of 3.99 with qualitative description of high extent as perceived and analyzed by customers/guests.

Signifi cant Difference Exists on the Extent of Tourism Development in Zambales Based on the Analysis of Different Stakeholders
As a result on difference along the PESTLE factors between three different stakeholder groups about tourism development in the province of Zambales, the fi ndings of the study indicated that the fi ve of the six factors namely political, socio-cultural, technological, legal and environmental factor, thus, there were statistically signifi cant differences at signifi cance level of 0.00 in the analysis on tourism development between stakeholder groups studied, this means that the measurable difference between the groups and the probability of obtaining that difference by chance is very small so the null hypothesis is rejected.While economic, one of the PESTLE factors indicated that there is no signifi cant difference at signifi cance level of 0.11, the null hypothesis is accepted, this means that analysis of three groups of stakeholders as to economic was vitally important especially when it comes to tourism provides recreation as additional source of income by creating new business to increases employment opportunities to the community.

Political Factors
The analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to political factors.Shows that the sum of square between-group variability (0.30) against within-group variability (0.74) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.15 within group (0.02), frequency of 8.60 at 0.00 level of signifi cance, therefore the null hypothesis is rejected, this means that there is signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to political factors.

Economic Factors
Analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to economic factors.Shows that the sum of square between-group variability (0.08) against within-group variability (0.75) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.04 within group (0.02), frequency of 2.35 at 0.11 level of signifi cance, therefore the null hypothesis is accepted, this means that there is no signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to economic factors.

Socio-Cultural Factors
Analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to political factors.Shows that the sum of square between-group variability (0.32) against within-group variability (0.65) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.16 within group (0.02), frequency of 10.33 at 0.00 level of signifi cance, therefore the null hypothesis is rejected, this means that there is signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to socio-cultural factors.

Technological Factors
Analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to political factors.Shows that the sum of square between-group variability (0.60) against within-group variability (0.48) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.30 within group (0.01), frequency of 26.11 at 0.00 level of signifi cance, therefore the null hypothesis is rejected, this means that there is signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to technological factors.

Legal Factor
Analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to political factors.Shows that the sum of square between-group variability (0.52) against within-group variability (0.30) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.26 within group (0.01), frequency of 36.80 at 0.00 level of signifi cance, therefore the null hypothesis is rejected, this means that there is signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to legal factors.

Environmental Factors
Analysis of variance on the difference in the extent of tourism development in Zambales based on the Analysis of Different stakeholders as to political factors.Shows that the sum of square between-group variability (1.11) against within-group variability (0.37) with the degree of freedom between the group (2.00) within the group (42.00) a total of 44.00, mean square between group 0.56 within group (0.01), frequency of 63.46 at 0.00 level of signifi cance, therefore the null hypothesis is rejected, this means that there is signifi cant difference exist in the perception of three groups of stakeholder as to extent of tourism development as to environmental factors.

Contextual Issues are Identifi ed by Different Sectors Relative to Multi-Stakeholder Analysis on the Extent of Local Tourism Development in Zambales
In an attempt to draw meaningful and candid answers from the representatives of the local government unit, management/customer service offi ce and customers/ guests, the researcher conducted a personal interview with some of the local government employees, customer service offi cer and guest/customer and on the last page of the instrument the respondents were given to write down their comments and suggestions.Among the PESTLE strategic factors that affect to the development of tourism in Zambales:

Political Factors
Despite the fact that the government strategy aimed to develop sustainable tourism industry in Zambales.
The reasons why Zambales has diffi culty in developing business tourism in terms of political factors are the following: • Political instability in administering sustainable legislation • Lack of infrastructure and transportation facilities for tourism development • Continuous power struggle between political leaders in providing support for tourism development.

Economic Factors
The situation of economic crisis, high unemployment, lack of investment activity in the tourism industry as well as low-income in tourism compared to other sectors because tourism characterized by seasonal activity and short duration of the tourist season.Increases price of land for housing along the tourism areas.

Socio-Cultural Factors
Emphasis should be put on a demonstration, presentation of traditional events, and allow tourist to experience the tainted unforgettable memories that will bring them back again for relaxation these should work on improving and perfecting.Tourism industry must raise the general level of service and kindness both by employees and by the local population is also essential, general knowledge and awareness of the need that visitors should feel welcomed and satisfi ed but on the other side tourism may disturb the community's peace and harmony.Gambling, sexual abuses, prostitution and alcoholism will be increased.Increased and the changes social status as infl uenced by tourist.

Technological Factors
Zambales as a developing tourism business destination should learn from developed tourism destination in providing multifunctional services (conferences, banquets, gala dinners, etc.).In addition to organizing conferences and business events, should work on adoption of advanced technologies.The needs to develop the technology of transportation which means to improve the infrastructure in and within it.Should modernize increasingly important institution for providing of smart service providers, such as online check-in, high-quality and modern air and bus transportation, free or paid web sites where visitors can connect with the world, as well as improve infrastructure, public and private baths, toilets and all the other services that are required by business tourists.Issues on modern safety equipment for swimming, provision of high-tech equipment, facilities and amenities in resort areas and using automation process in inquiry reservation and payment of bills.

Legal Factors
Legal structure, tourism legislation and laws relating to the regulation of relations that can affect the development of business tourism are mostly typical for the overall development of tourism in Zambales.Issues on visible fi re extinguisher, sprinkler and smoke detector installed in every corners of the building, the proper impose high and strict standards for seeking permits for operation and legal orders and policies that safeguard the interest of the industry, tourist, and the community.

Environmental Factors
Local Government Unit, Resorts owner, management, and the community needs to take account for safety precaution for natural occurrences or phenomena like fl oods and earthquake.Issues regarding designs of infrastructure and programs tourism activities to protect the natural heritage, maintenance of public facilities and proper waste disposal and the issues concerning tourism development negatively impact on marine environment increase the pollutions.

CONCLUSION
The three groups of stakeholders such as; Local government unit, management/customer service offi ce and customers/guests, had important contribution for the sustainable tourism development in the province of Zambales.The results of this study provide a better understanding of the perceptions held by tourism stakeholders towards the current state of the tourism industry and how it could be developed holistically.The tourism development in Zambales described as high extent as to political, economic, socio-cultural, technological, legal and environmental factor.The results concluded that tourism development could signifi cantly contribute to economic growth in the province of Zambales through creating new business opportunities to improve standard of living of the community by providing employment.In this regard, in order to improve the current situation of tourism industry, Strategic Development Plan for Sustainable Tourism is proposed.

Table 1 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to Political Factor

Table 2 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to

Table 3 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to Socio- Am. J.Econ.Bus.Innov.3(2)43-53, 2024Promotes quality of life for local residents 3.85 High

Table 4 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to Am.J. Econ.Bus.Innov.3(2)43-53, 2024Allows traveler and tourist to communicate with any travel entity and destination.

Table 5 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to Legal Factor

16 High Extent 3.94 High Extent Environmental
As environmental factors, the local government unit perceived and analyzed, out of 15 indicators the overall weighted mean of 4.13 with the qualitative description of high extent, through selected resort management and customer service offi ce the extent of tourism development, the overall weighted mean of 4.11 with high extent qualitative description, the overall weighted mean of 3.79, high extent qualitative description as perceived and analyzed by selected customers/guest.

Table 6 :
Extent of Tourism Development Perceived by the Three Groups of Stakeholders in Zambales as to

Table 7 :
Summary Result of the Extent of Tourism Development in Zambales as perceived by Three Groups of Stakeholders along with PESTLE Strategic Factors

Table 8 :
Signifi cance of Difference on the Extent of Tourism Development in Zambales as to PESTLE Factors by the different sectors