Ascendens Asia Singapore – Bestlink College of the Philippines Journal of Multidisciplinary Research Abstracts (AASgBCPJMRA)

This study assesses the effectiveness of practical internships among fourth-year Bachelor of Science in Tourism Management (BSTM) students at the main campus, focusing on their employability. The research aims to evaluate how internship experiences contribute to the development of skills, competencies, and industry readiness among students. The study used a quantitative research design. A questionnaire was distributed to gather data on the effectiveness of practical internships among BSTM students at the main campus. The respondents were 2024 BSTM graduates employed in the tourism field. Convenience sampling, also known as accidental sampling, was employed, selecting participants based on availability, geographical proximity, or willingness to participate. A total of 83 respondents completed the questionnaire. The study found that reflective observation received the highest composite mean of 3.80 (Strongly Agree). The statement “enhance observation on how to approach when it comes to problem solving in real situations” ranked first with a weighted mean of 3.80. The second-ranked statement, “reflected on mistakes made during internship and used them as learning opportunities to avoid repeating them,” had a weighted mean of 3.45. Third was “had opportunities to reflect on performance and identify areas for improvement” with 3.36, followed by “identify strengths during internship” at 3.34, and lastly, “gained deeper understanding of complex systems in operations” with 3.25. The respondents’ assessment of the practical internship effectiveness for BSTM graduates at the main campus was overwhelmingly positive. High levels of agreement in Concrete Experience, Reflective Observation, Abstract Conceptualization, and Active Experimentation indicate that internships effectively support skill development, practical learning, and industry readiness.

This study examines how tattooed and pierced employees are perceived within travel agencies in Quezon City, focusing on the influence of these perceptions on hiring decisions and workplace dynamics in the tourism sector. It aims to uncover existing biases related to body modifications and assess their impact on efforts to foster diversity and inclusion in recruitment and workplace culture. This study utilized a structured survey method to assess the perceptions, attitudes, and hiring practices of travel agency employees in Quezon City toward individuals with tattoos and piercings. The approach enabled consistent data collection and comparative analysis, enhancing both the reliability and validity of the findings. To strengthen the quantitative design, the survey incorporated Likert-scale items and demographic questions. The study focused on JVD Event and Travel Management Co., aiming to explore the acceptance of body-modified individuals within the tourism workforce. The findings indicate a general reluctance to accept body modifications in the workplace, with respondents expressing concerns about their perceived impact on professionalism and job performance. However, there was strong agreement that greater education and awareness could foster a more accepting attitude toward tattooed and pierced individuals. The study also identified challenges such as stricter employment standards and the potential for discriminatory practices in recruitment and workplace treatment. The study reveals that tattooed and pierced workers in Quezon City travel agencies continue to face challenges regarding acceptance and recognition in the workplace. Most respondents, particularly younger individuals, expressed reservations about visible body modifications, perceiving them as misaligned with industry standards of professionalism. While respondents emphasized that professional conduct should take precedence over appearance, many agencies still enforce strict appearance policies. The findings also indicate a lack of senior-level experience among participants, with few having more than 10 years in the industry. Although educational and awareness efforts show promise, substantial barriers remain, highlighting the need for policies that promote greater inclusivity and equal opportunity in the tourism sector.

This study investigates tourist satisfaction at Ugbo Night Market and examines how enhancements to facilities and amenities could create a more enjoyable atmosphere. It evaluates key components of the visitor experience—including food offerings, cleanliness, and comfort—to identify opportunities for developing parking, lighting, sanitation, and seating. By understanding satisfaction drivers, this study informs strategies to elevate the market’s appeal and support sustainable tourism growth. A descriptive research design was employed using a survey questionnaire with a four‑point Likert scale to measure tourist satisfaction across various aspects of the market experience. Data were collected on-site from fifty tourists aged eighteen and above, representing diverse genders and backgrounds. Purposive sampling ensured inclusion of participants who had just completed their visit. Responses were analyzed using descriptive statistics to determine mean satisfaction levels and highlight areas for improvement. Results showed that tourists were generally satisfied with food quality and vendor interactions but identified shortcomings in parking availability, lighting adequacy, sanitation facilities, and seating arrangements. Mean satisfaction scores for these facility-related items fell below the “Agree” threshold, indicating moderate to low contentment. Conversely, hygiene of food stalls and friendliness of staff received high satisfaction ratings. Enhancements in parking management, upgraded lighting installations, improved sanitation protocols, and additional seating significantly boost tourist contentment. Implementing these changes at Ugbo Night Market would likely foster more positive visitor experiences, encourage repeat patronage, and attract new tourists. This study contributes to effective tourism planning by pinpointing facility investments that support local economic development and cultural preservation.

This research explores the influence of accessibility standards on the tourism experiences of differently-abled tourists in Intramuros, Manila. It aims to identify the specific barriers faced by individuals with mobility, hearing, and speech impairments, and to assess how these challenges affect their overall travel experience. The study further seeks to offer practical recommendations to improve accessibility, ensure inclusivity, and enhance the quality of tourism services for persons with disabilities. This study employs a descriptive research design, utilizing a structured questionnaire to collect data from 30 individuals with disabilities who have visited tourist attractions in Intramuros. Participants were selected through purposive sampling to ensure the relevance of their experiences. The questionnaire was designed to capture information on the respondents’ demographic profiles, their experiences with accessibility, and the specific challenges encountered during their visit. The collected data were analyzed using frequency distribution, ranking, and weighted mean to effectively interpret the results. The findings of the study indicate that most respondents were aged 31 and above, with a higher representation of female participants. Mobility impairments emerged as the most common type of disability, followed by speech and hearing impairments. While general navigation and mobility within Intramuros were rated positively, specific accessibility features—such as ramps, elevators, and accessible restrooms—received lower evaluations. Accommodations and services were generally viewed favorably, with staff knowledge and training identified as key factors contributing to a positive tourism experience. Although information availability was considered adequate, some respondents reported difficulties in locating comprehensive and reliable details about accessible sites. Technology was highly valued for its potential to improve accessibility and support travel planning. The most significant challenges highlighted by respondents included the lack of reliable information on accessible attractions, minimal support from local government, and inadequate infrastructure to fully meet the needs of differently-abled tourists. The findings highlight the pressing need to improve accessibility infrastructure in Intramuros, particularly with regard to essential features such as ramps, elevators, and accessible restrooms. Enhancing the availability and reliability of information, along with the integration of assistive technologies, is vital in addressing both mobility and informational barriers. The study also underscores the importance of comprehensive staff training, strategic public-private partnerships, and strong governmental support in fostering a more inclusive and accessible tourism experience for differently-abled individuals.

Social media has significantly transformed the tourism industry by influencing how destinations are perceived, selected, and experienced. This study examines the impact of social media on tourists' destination choices, focusing on its role in promoting convenience, attraction, and shaping destination image. Drawing on the study by Emmanuel Bruce et al. (2024), this research adopts the Gratification Theory, which explains how social media serves as a source of external information that assists tourists in making well-informed travel decisions. The study is guided by the Input-Process-Output (IPO) model, which outlines the research’s input (problem statement), process (data collection and analysis), and output (recommendations and guidelines). The scope of the study is limited to fifty (50) second-year students majoring in Tourism Management. Its significance lies in providing valuable insights for various stakeholders—including administrators, students, parents, researchers, and future scholars—on the influence of social media in tourism-related decision-making, while also offering strategic recommendations for enhanced engagement. This study adopts a descriptive research design to effectively examine the impact of social media on tourist destination choices. Through the use of cluster sampling, a total of 50 second-year Tourism Management students were selected from a population of 781. Data collection was conducted using a structured survey questionnaire, which gathered demographic information and measured the influence of social media on key factors affecting destination selection, such as convenience, attractiveness, and destination image. The study employed comprehensive questionnaires aimed at gathering in-depth information on the impact of social media on tourist destination choices. A total of fifty (50) second-year Tourism Management students from Bestlink College of the Philippines were surveyed. The majority of the respondents were aged 19 to 20 years old, with females accounting for sixty-six percent (66%) of the participants. The findings of the study indicate that social media plays a significant role in influencing tourist destination choices in terms of convenience, attraction, and destination image. In terms of convenience, social media simplifies the process of navigating and accessing essential information about destinations. For attraction, it enables interactive engagement between prospective tourists and previous visitors, allowing for the exchange of experiences and recommendations. Regarding destination image, social media enhances the visual and emotional appeal of destinations through dynamic content formats such as stories, reels, and live videos, which provide authentic and relatable insights directly from travelers themselves.

This study investigates consumer perceptions of Filipino street food, focusing on its cultural appeal and potential for global recognition. While the international popularity of Filipino street food is gradually increasing, existing literature often emphasizes health concerns, overlooking its cultural significance. This research aims to explore how consumer perspectives can contribute to elevating Filipino street food as a cultural symbol and a tourism asset, with implications for local identity and economic development. A descriptive research design was employed, utilizing a structured survey questionnaire administered to 100 regular street food consumers in Quiapo, Manila. The questionnaire gathered both quantitative and qualitative data on respondents' demographics, perceptions of health and safety, cultural value, and purchasing behavior. Data were analyzed using statistical tools such as frequency distribution, percentages, ordinal scale, and weighted mean to evaluate patterns and key insights. Findings revealed that the primary consumers of Filipino street food are younger individuals aged 18–24 from lower to middle-income households. Hygiene and food safety were identified as top priorities influencing purchasing decisions. Consumers placed high value on cultural authenticity and traditional preparation methods. Additionally, there was significant awareness of the nutritional content of street food, with many respondents actively considering it when making choices. However, challenges such as poor sanitation, safety concerns, exposure to extreme weather, and insufficient nutritional labeling were also noted. The study emphasizes that while cultural appreciation is vital, hygiene, safety, and nutritional transparency are essential to earning consumer trust and advancing Filipino street food on a global scale. Addressing these concerns can help bridge the gap between local authenticity and international acceptance. By improving quality standards and preserving traditional elements, Filipino street foods have the potential to succeed both as cultural icons and viable global culinary exports.

This study investigates the potential of Fort Santiago as a dark tourism destination, with the goal of enhancing tourist experiences through improved site management and curated activities. While tourism is often associated with leisure and entertainment, this research underscores the role of dark tourism in shaping Philippine history and cultural identity. It explores tourist motivations, identifying the desire for historical knowledge as a key push factor and the site's authenticity as a significant pull factor. Although fascination with death is not a primary motivator, social influences contribute to visitation decisions. The study aims to gather tourist feedback to improve visitor satisfaction and promote Fort Santiago as a compelling destination for both local and international travelers. A descriptive research design and survey method were employed to examine the experiences of visitors to Fort Santiago. A total of 100 participants—comprising both domestic and international tourists—were selected through purposive sampling to ensure alignment with the study’s objectives. Data were collected using a structured questionnaire, and responses were analyzed using statistical tools such as the Likert scale, weighted mean, ranking, and percentage to accurately interpret and quantify visitor feedback. The study revealed that all visitors surveyed at Fort Santiago were Filipino, underscoring the site's strong appeal to local tourists. Key factors contributing to its attractiveness as a dark tourism destination include its cultural richness, historical significance, and strategic location within Intramuros. Visitors expressed a deep appreciation for the site's heritage, with its dark tourism elements enhancing the emotional impact and memorability of the experience. While tourists valued the presence of clear signage and maps, some noted that guided tours felt rushed, limiting opportunities for reflection and deeper historical engagement. The study underscores the substantial potential of Fort Santiago as a prominent dark tourism destination. By addressing the identified limitations and implementing the recommended improvements, the site can offer a more immersive and meaningful visitor experience. These enhancements would not only enrich cultural appreciation and historical reflection but also support cultural preservation efforts and stimulate local economic growth.

This study explores slum tourism in the Baseco Port Area, Manila, highlighting its potential to drive social change and stimulate economic development while addressing the ethical concerns it raises. Slum tourism provides travelers with unique opportunities to engage with marginalized communities, fostering cultural exchange and raising awareness of local socio-economic challenges. However, the practice has drawn criticism for potentially exploitative elements, such as commodifying poverty and reinforcing stereotypes. Utilizing a descriptive research design, the study surveyed 50 residents and 50 non-residents of the Baseco Port Area through purposive sampling. Data were collected using a researcher-made questionnaire to capture participants’ perceptions and experiences related to slum tourism. The findings indicate that slum tourism offers benefits to both tourists and residents. For older residents, it contributes to a sense of life satisfaction, while younger tourists gain authentic cultural experiences and deeper insights into marginalized communities. Although concerns about safety and security were commonly expressed by both groups, there was a shared recognition of the unique value inherent in the residents’ narratives. Many residents showed a willingness to engage with visitors, viewing tourism as a way to challenge negative stereotypes and foster community pride. Despite ethical concerns, particularly around voyeurism, the study suggests that slum tourism has the potential to support local economic growth, create employment opportunities, and generate revenue for community-based initiatives. The study underscores the need to improve visiting guidelines to ensure that slum tourism remains respectful, ethical, and mutually beneficial. By prioritizing safety measures and fostering meaningful, culturally sensitive interactions between tourists and residents, slum tourism can catalyze positive social transformation. When responsibly managed, it has the potential to enhance community well-being, challenge harmful stereotypes, and promote deeper cultural understanding.

This study aims to investigate the various impacts of adventure tourism on the local communities of Doña Remedios Trinidad (DRT), Bulacan. As one of the province’s most ecologically diverse and culturally rich municipalities, DRT has become a growing destination for adventure seekers. The study seeks to understand how this tourism trend affects the community in terms of its social, economic, environmental, cultural, and psychological dimensions. This study utilizes a descriptive research design with a quantitative approach to explore the influence of adventure tourism in DRT, Bulacan. A total of 100 local residents were selected through random sampling. Data collection was conducted using a structured questionnaire that included both closed and open-ended questions, covering demographics, tourism impacts, and community issues. The instrument was reviewed and validated by experts to ensure clarity, reliability, and relevance. The research primarily focuses on identifying the social, economic, and environmental outcomes of tourism on the local population. The findings revealed that local communities and government units actively contribute to the promotion of sustainable tourism by highlighting cultural heritage, implementing environmental protection efforts, and supporting inclusive development programs. Practices such as using eco-friendly transport and organizing cleanup drives were noted to reduce ecological footprints. Initiatives aimed at improving educational infrastructure were also observed as part of long-term community investment. Tourism stakeholders emphasized responsible travel, skills training for locals, and the promotion of ecotourism. Tourists were encouraged to adopt sustainable behaviors and support small local enterprises. Additionally, the study acknowledged the role of researchers in analyzing tourism trends, proposing actionable recommendations, and fostering collaboration with both the community and institutions. The results indicate that adventure tourism in DRT primarily appeals to young adults, particularly those aged 23 to 27. Respondents were evenly divided by gender and represented various religious affiliations, with Catholicism being the most prevalent. Frequent visits to the area suggested high local engagement with tourism. Economically, adventure tourism contributed significantly to business growth and community development. From an environmental perspective, respondents supported the need for sustainable practices. Culturally, tourism was seen as a means of preserving traditions and educating visitors. Socially, it promoted unity and a sense of shared identity among locals. Psychologically, adventure tourism enhanced residents’ pride and strengthened their connection to their culture. Overall, the study found that adventure tourism had a positive, multifaceted impact on the DRT community.

This study explores the factors influencing pilgrimage tourism at the National Shrine and Parish of the Divine Mercy Church in Marilao, Bulacan. As one of the prominent Catholic pilgrimage sites in the Philippines, the shrine draws both local and international visitors seeking spiritual fulfillment, cultural enrichment, and personal reflection. Understanding the motivations and experiences of pilgrims is essential for enhancing site management and promoting sustainable tourism practices. The study employed a quantitative, survey-based research design. A structured questionnaire was distributed to 100 pilgrims visiting the shrine. The instrument gathered demographic data and measured key variables such as pilgrimage motivations, expectations, and satisfaction levels related to the shrine's offerings. The results revealed that the primary factors influencing pilgrimage tourism at the site include spiritual growth, cultural exploration, and personal reflection. Pilgrims expressed high levels of satisfaction with the shrine’s facilities and services, indicating that their expectations were generally met. The data highlighted the importance of spiritual ambiance, cleanliness, accessibility, and community involvement in shaping the overall pilgrimage experience. The findings suggest that the National Shrine and Parish of the Divine Mercy Church holds strong spiritual significance for its visitors. The positive feedback from pilgrims indicates effective site management and alignment with their spiritual and cultural needs. These insights underscore the potential for further development of pilgrimage tourism in the area, particularly through sustainable practices that preserve the shrine's sanctity while enhancing visitor engagement and experience.

This study aims to assess the factors affecting the well-being of tourists in the context of commercialization within the Quezon City Memorial Circle. It serves as the foundation for a developmental plan addressing four key aspects of well-being: physical, mental, emotional, and financial. As one of the major urban parks in Metro Manila, Quezon City Memorial Circle plays a vital role in promoting tourism and public recreation, thus necessitating a closer look at how commercialization impacts visitor satisfaction and overall welfare. This study utilizes a descriptive research method and applies an exploratory quantitative design. Surveys were conducted with fifty (50) tourists who had experienced the commercialized areas of Quezon City Memorial Circle. The data were gathered using a Likert scale to evaluate the respondents' perceptions regarding their well-being in relation to the park’s facilities and services. The findings revealed that improvements are needed in several areas of the park to enhance tourist well-being. Key issues identified include inadequate facilities for tourist stays, insufficient comfort rooms, limited seating areas, and parking lot concerns. The study also noted challenges in managing population density. These factors contributed to a less optimal visitor experience. As a result, the study proposes the formulation of a developmental plan focused on enhancing infrastructure and services to meet tourist needs. Based on the findings, it is recommended that Quezon City Memorial Circle enhance its commercialized areas to support the physical, mental, emotional, and financial well-being of tourists. Continuous facility improvements are essential to achieving a more positive visitor experience. These enhancements can lead to increased safety, improved cleanliness, greater community engagement, sustainability, inclusivity, a stronger public reputation, and broader economic benefits. Ultimately, these developments would foster a more enjoyable, secure, and inclusive environment that benefits both tourists and the local community.

This study examines the economic impact of natural hazards on the airline industry, emphasizing the growing shift from hazard-centered responses to approaches rooted in vulnerability and resilience. As natural disasters increase in frequency and intensity, the airline sector is increasingly affected by flight cancellations, delays, and substantial financial losses—often resulting in layoffs or even bankruptcy. The research evaluates trends, identifies critical issues, and presents potential solutions to these disruptions. It further underscores the importance of sustainable risk management practices, such as disaster response plans, comprehensive insurance coverage, emergency funds, and investments in advanced forecasting technologies. The findings aim to guide policymakers in enhancing the industry's preparedness and resilience. A mixed-methods research design was employed to assess the economic impact of natural hazards on the airline industry. Quantitative data were gathered through surveys measuring financial losses, while qualitative data were collected via interviews focused on risk reduction strategies. Participants were selected using purposive sampling, and the research instruments were validated prior to distribution. Data were analyzed using both statistical and thematic techniques to ensure comprehensive insights. Findings indicated a paradigm shift in how natural hazards are perceived—moving from inevitability to a focus on vulnerability and resilience. Natural disasters were shown to significantly disrupt airline operations, leading to direct financial losses and broader economic instability. Respondents highlighted the urgent need for strategic risk management practices. Key recommendations included the implementation of disaster response protocols, appropriate insurance mechanisms, emergency reserves, and advanced forecasting tools to enhance disaster preparedness and industry recovery. The study emphasizes both the direct and indirect economic impacts of natural hazards on the airline industry. These include increased operational expenses, revenue loss, and diminished tourism activity, all of which negatively affect regional and global economies. Insights from various stakeholders—such as airline operators, passengers, airport management, and government entities—were integrated to propose a range of mitigation strategies. These include establishing comprehensive disaster response systems, securing insurance coverage, maintaining emergency funds, and developing risk reduction frameworks that promote sustainable operations and improve the learning and work readiness of tourism management students.

Kuya Domeng’s Affordapool and Farm was established to provide an affordable and nature-integrated getaway for families and groups seeking leisure and recreation. Designed to be both fun and budget-friendly, the facility offers swimming, dining, and various recreational activities within a natural landscape. Its layout maximizes efficient use of space while promoting a tranquil and environmentally conscious atmosphere. The study aims to examine how the recreational services offered impact environmental values and how these insights can guide improvements in sustainability and service delivery. A descriptive research method was employed to explore the effects of recreational services on environmental values at Kuya Domeng’s Affordapool and Farm. Data were collected through on-site observations and structured interviews with visitors, staff, and the owner. These tools assessed visitor experiences, sustainability practices, and operational efficiency. The study focused on identifying strengths and areas for improvement to promote environmentally responsible tourism. The findings revealed that most visitors were young adults aged 18 to 27, with 58% being female and 90% visiting for the first time. This indicates a strong potential to build visitor loyalty. The farm demonstrated a commitment to safety through security measures and trained personnel. It also employed energy-efficient systems to manage power usage, contributing to its goal of sustainability. Visitors expressed appreciation for the safe and nature-oriented environment; however, concerns were raised regarding inadequate facility maintenance, limited food options, and challenging site access. These findings suggest both successful efforts and key areas needing development. The study concludes that while Kuya Domeng’s Affordapool and Farm effectively appeals to young adult visitors through active recreational offerings and environmental integration, service limitations hinder optimal guest experience. Recommendations include introducing visitor loyalty programs, enhancing the variety and quality of facilities, promoting eco-friendly practices, and improving accessibility. Strengthening both popular and underutilized recreational services, alongside sustainable management, will enhance visitor satisfaction and environmental awareness, ultimately supporting long-term tourism development.

Intramuros, popularly known as the "Walled City," is one of the Philippines’ most significant historical and cultural heritage sites. Despite its renowned status and strong tourist appeal, foreign visitors often face several challenges that impede their overall experience. This study aims to identify and evaluate the key difficulties encountered by foreign tourists in Intramuros, focusing on navigational obstacles, financial constraints, and limited availability of up-to-date travel information. This study utilized a quantitative descriptive research design to collect data from fifty (50) foreign tourists, who were randomly selected during their visit to Intramuros. Data were gathered through a structured survey questionnaire aimed at capturing tourists’ experiences and perceptions regarding their visit. The demographic profiles of respondents, including age, gender, and nationality, were also documented. To analyze the data, statistical methods such as frequency distribution, percentages, and weighted means were employed, enabling a detailed and systematic examination of the tourists’ responses. The findings indicate that tourists generally found the local staff to be accommodating and considered the prices for guided tours and souvenirs to be fair. Nonetheless, several obstacles were highlighted, including challenges in navigating the area, limited availability of affordable transportation options, and a lack of updated or comprehensive travel information. Most respondents were between 26 and 30 years old, with an almost equal split between male and female tourists, and Americans constituted the largest group among the nationalities represented. The study emphasizes that while Intramuros remains a highly attractive cultural and historical destination, there is a pressing need to enhance tourist support services, improve directional signage, increase accessibility, and expand multilingual information resources. Addressing these issues will not only elevate visitor satisfaction but also foster deeper cultural understanding and inclusivity among diverse tourists. To this end, the study recommends the implementation of more effective and strategically placed signage, the development of interactive and mobile-friendly navigational tools, and the provision of comprehensive, multilingual informational materials. These measures are vital to enriching the overall visitor experience and advancing sustainable tourism practices in Intramuros.

This study examines the factors that influence tourist experiences and overall satisfaction in Binondo, Manila’s Chinatown. Adopting a descriptive research approach, the study focuses on key variables such as service quality, accessibility, cultural authenticity, and the diversity of food offerings. Surveys were conducted with both local and international tourists to gather insights into their perceptions, preferences, and overall experiences in the area. The study surveyed 100 visitors who had previously been to Chinatown. Respondents were selected based on their travel history, ability to articulate their experiences, and factors influencing their loyalty to the destination. The research aimed to assess their levels of satisfaction, identify loyalty-driving variables, and understand their overall tourist experience. Convenience sampling was utilized, focusing on individuals at historical sites in the area. Although this sampling method may introduce some bias, the researchers believe that the diverse backgrounds of participants across different age groups, genders, and demographics, combined with efficient data collection, contribute valuable insights into the tourist experience in Chinatown. The survey indicated that visitors generally have a positive dining experience in Chinatown, with cultural authenticity and ambiance emerging as the most valued factors. Conversely, food pricing ranked lowest among the variables assessed. Tourists also expressed high appreciation for the cultural richness of Binondo, particularly its historical landmarks, architectural heritage, and traditional customs. However, challenges such as overcrowding and traffic congestion were identified as major concerns, negatively affecting safety and the overall economic environment. Addressing these issues is essential to improving the visitor experience and enhancing Binondo Chinatown’s appeal as a premier cultural and culinary destination. The findings reveal that although logistical challenges and inconsistent service diminish tourist satisfaction, cultural immersion and a lively atmosphere significantly enhance it. This study highlights the importance of addressing these key factors to improve the overall visitor experience, support sustainable tourism, and elevate Chinatown’s status as a vibrant cultural destination.

In today's digital age, social media has become a vital part of individuals' daily lives, serving as a platform for communication, entertainment, and business. Its widespread use has given rise to social media influencers (SMIs), individuals who create and share content across various platforms and shape public perceptions and behaviors. These influencers have gained credibility among followers, with their content significantly influencing consumers’ purchasing decisions. As a result, Destination Management Organizations (DMOs) have begun collaborating with SMIs to attract potential tourists, recognizing their growing influence in the travel and tourism industry. While previous studies have largely focused on the role of social media in disseminating tourism-related content, this study aims to explore the specific impact of SMIs on destination promotion and tourist decision-making. This study applies Hovland’s Source Credibility Theory, which asserts that individuals are more likely to be influenced by sources they perceive as credible. To assess the impact of social media influencers on travel decisions, the researchers conducted a survey involving 50 second-year Tourism Management students at Bestlink College of the Philippines. The results show that 64% of the respondents were aged 19 to 20 years old. A majority of the participants were female, accounting for 36 out of 50 respondents, and most belonged to section BSTM 22003. The results indicate that social media influencers play a significant role in shaping students' travel decisions by offering more informed and appealing destination choices. In terms of travel intentions, influencers inspire students to try new experiences through engaging content. Regarding trustworthiness, influencers build audience confidence by sharing personal travel experiences, making their recommendations more relatable and believable. In terms of credibility, respondents viewed influencers as reliable sources when their content was supported by factual information, which further strengthened consumer trust and influenced travel-related choices. The findings of this study reveal that social media influencers (SMIs) have a positive influence on the travel decisions of Tourism Management students. SMIs contribute to making destination selection more accessible and efficient by offering relevant and engaging content. They also help students make well-informed choices by showcasing various travel options and experiences. Moreover, influencers inspire students to discover the deeper purpose of travel and motivate them to explore beyond their comfort zones, promoting both personal and professional growth in the field of tourism.

This study examines how a destination’s reputation influences tourist perception during destination selection, with Baguio City as the focal case. As competition among travel destinations intensifies, reputation—shaped by attractions, infrastructure quality, and transport accessibility—plays a pivotal role in traveler decision-making. Previous research indicates that a favorable destination image enhances tourist satisfaction, loyalty, and intention to revisit. Known for its cool climate, cultural heritage, and ease of access, Baguio City provides an ideal context to assess how these reputation factors affect travel experiences and revisit intentions. A descriptive quantitative design is employed to evaluate the effect of Baguio City’s destination image on tourist satisfaction and behavioral intentions. Fifty tourists who have visited Baguio City are selected via purposive sampling to ensure relevant experience. A validated, structured questionnaire gathers information on demographics and perceptions of attractions, infrastructure, and transport using a four‑point Likert scale. Data are analyzed through frequency distributions, percentages, and weighted means to interpret tourist perceptions comprehensively. Respondents were predominantly aged 21 to 25 (32 percent) and female (60 percent), with 84 percent married. Among pull factors, attractions received the highest mean score (3.42), followed by infrastructure (3.35) and transport (3.19), all indicating agreement on their positive contribution to satisfaction. Scenic views (mean = 3.52) and perceived safety (mean = 3.40) emerged as top image elements. Historical and cultural tours (mean = 3.54) and accessibility of attractions (mean = 3.50) enhanced travel experiences. The balanced mix of urban and natural offerings (mean = 3.56) most strongly influenced revisit intentions and recommendations. Findings indicated that Baguio City’s attractions and overall reputation strongly shaped tourist perceptions. Infrastructure and transport also influenced satisfaction, albeit to a lesser degree. As a result, a robust destination image was associated with higher satisfaction, enriched travel experiences, and stronger revisit intentions. It was recommended that tourism stakeholders reinforce marketing for signature attractions, upgrade infrastructure, and improve transport services to bolster Baguio City’s competitiveness.

Airbnb has emerged as a popular alternative to hotels in urban centers such as Quezon City by offering lower rates, home‑like accommodations, and deeper immersion in local communities. Staying in residential neighborhoods enables guests to experience the city beyond traditional tourist zones. This study explores Airbnb guest experiences in Quezon City, identifying common complaints and satisfaction factors to inform recommendations for enhancing service quality. A quantitative survey design is employed, targeting sixty Airbnb guests who stayed at Trees Residences or Grass Residences in Quezon City. Participants are purposively sampled to ensure direct Airbnb experience. The questionnaire collects demographic data, booking frequency, and perceptions of Airbnb services via multiple‑choice, Likert‑scale, and open‑ended questions. Responses are analyzed using percentages and weighted means. Expert review ensures instrument reliability and clarity, and in‑person distribution maximizes response accuracy. Most respondents were young adults aged 21 to 25 who booked Airbnb accommodations occasionally, with an even gender split. Trees Residences proved more popular than Grass Residences. Safety and payment methods received the highest ratings (mean = 4.00), booking processes were rated moderately (mean = 3.40), and communication with hosts scored lower (mean = 3.20). Common issues included last‑minute cancellations, misleading listings, hidden fees, unresponsive hosts, limited customer support, and occasional security concerns. The findings indicated that Airbnb’s affordability and flexibility appealed strongly to younger travelers in Quezon City, but stressors such as unexpected cancellations and unclear charges detracted from the experience, particularly close to travel dates. Limited support during service disruptions further reduced satisfaction. Enhancements to communication tools, clearer policy disclosures, and stronger customer service were identified as key improvements. Hosts were advised to prioritize transparency, safety measures, and prompt responsiveness to build trust and elevate overall guest satisfaction.

In the digital era, social media has become an essential marketing tool for tourism destinations. Viewscape Nature Park in Tanay, Rizal exemplifies how platforms such as Instagram, Facebook, and TikTok are utilized to influence public perception and encourage visitor engagement. These platforms allow for the wide sharing of picturesque content that highlights the natural beauty and unique charm of the park. This study explores how social media is used to market Viewscape Nature Park and its effectiveness in attracting tourists. This study employs a quantitative research design using survey questionnaires to collect data on user engagement metrics, such as likes, shares, and comments, across different social media platforms. Data collection was conducted within a specific timeframe, covering either a week or a month. The study analyzes the relationship between engagement levels and the use of various platforms using statistical tools such as frequency, percentage, ranking, weighted mean, and Pearson r correlation to identify patterns and significant associations. The study's methodology facilitated the systematic collection, presentation, and interpretation of relevant data. The results showed a notable correlation between engagement metrics and the effectiveness of social media marketing. Platforms like Facebook and TikTok generated higher levels of interaction, suggesting their strong influence in promoting tourist interest. The findings also highlighted the impact of visual content in drawing audience attention and converting interest into actual visits. The findings affirm the value of social media as a strategic marketing tool in promoting tourism destinations such as Viewscape Nature Park. The study recommends that tourism stakeholders enhance their content strategies, focusing on consistent posting, visually engaging media, and interaction with audiences to maximize online reach. These efforts can help sustain tourist interest and increase actual visitor turnout, supporting the long-term growth of local tourism in Tanay, Rizal.

This study, titled Nature-Based Tourism: Assessing the Potentials of Mt. Balagbag, San Jose del Monte, Bulacan, explores the site's capacity to develop into a prominent nature-based tourism destination. Renowned for its scenic landscapes and outdoor activities, Mt. Balagbag has the potential to attract a wide range of visitors. Nature-based tourism contributes not only to local economic growth but also to environmental awareness and conservation. Despite its potential, limited research exists on the current tourism offerings and areas for development at the site. This study aims to assess Mt. Balagbag’s tourism potential and identify key areas for improvement. The research utilized a combination of surveys and field observations to gather data. Visitor surveys collected information on demographics, travel frequency, and group dynamics (solo, family, or group travel). On-site observations were conducted to assess the condition and accessibility of existing facilities and infrastructure. The collected data were analyzed to identify the site’s tourism strengths and limitations. Findings revealed that Mt. Balagbag appeals to a diverse group of visitors interested in outdoor recreation. While some facilities were found to be functional and well-maintained, notable issues emerged regarding accessibility and the upkeep of infrastructure. Visitors consistently pointed out these weaknesses, indicating a need for targeted improvements to enhance their overall experience. Enhancing site accessibility and ensuring regular maintenance of tourism facilities are crucial steps in unlocking Mt. Balagbag’s full tourism potential. Addressing these concerns can lead to increased visitor satisfaction, greater tourist arrivals, and the promotion of environmentally responsible tourism. Sustainable development of the area can position Mt. Balagbag as a model for nature-based tourism in Bulacan and beyond.