A FESTIVAL’S IMPACT: THE CASE OF THE BAÑAMOS FESTIVAL
Keywords:
Stakeholders, festivals, economic impact, tourism impact, Bañamos festivalAbstract
This paper dwells on the perceived effects of the Bañamos festival on the economy and tourism industry of Los Baños, Laguna. The respondents of this study were the festival organizers and participants, barangay officials, as well as, the local businessmen. They were selected through non-purposive sampling. The researcher employed a descriptive method and content analysis. Data obtained from the respondents were analysed using frequency and percentage. Moreover, an adapted survey questionnaire was utilized in this research. Results of the study revealed that most respondents believed that the festival had an impact on the economy of the municipality. They claimed that the festival seemed to have led to an increase in the economic activity of the municipality such as the expansion and improvement of local products and services which help generate more income for the locals. The respondents also believed that the festival had an impact on the tourism industry of the municipality, as it seemed to have resulted to an increase in the variety of entertainment in the municipality where the locals were able to showcase their talents.
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