HERITAGE TOURISM IN ZAMBOANGA DEL SUR:

A CASE STUDY OF CULTURAL PRESERVATION AND

ECONOMIC DEVELOPMENT OF PAGADIAN CITY

Abao, Jerald
Balsamo, David Benhur
Canopin, Cassie Angel Nicole
Gemina, Jovane
Guatno, Marth Blanche
Quiroben, Irish
Ramirez, Zcyra Sheen
Ramirez, Edelyn
Racho, Riza
BSTM 2 – BLOCK 2

Ms. Cindy R. Boiser

Heritage Tourism

December 2023
 Table of Contents
INTRODUCTION.................................................................................................................... 3
BACKGROUND ...................................................................................................................... 5
HISTORICAL AND CULTURAL HERITAGE .................................................................. 5
KEY LANDMARKS ................................................................................................................ 6
CULTURAL TRADITIONS AND FESTIVALS .................................................................. 7
HERITAGE TOURISM POTENTIAL ................................................................................. 8
METHODOLOGY .................................................................................................................. 9
CULTURAL PRESERVATION IN PAGADIAN CITY ................................................... 11
ECONOMIC IMPACT ......................................................................................................... 13
JOB CREATION ..................................................................................................................... 13
REVENUE GENERATION .................................................................................................... 13
SMALL BUSINESS DEVELOPMENT ................................................................................. 13
DATA ON VISITOR NUMBERS AND SPENDING ............................................................ 13
IMPACT ON THE LOCAL ECONOMY ............................................................................... 14
CHALLENGES AND OPPORTUNITIES .......................................................................... 15
OPPORTUNITIES ................................................................................................................ 15
COMMUNITY INVOLVEMENT ....................................................................................... 17
CASE STUDIES ..................................................................................................................... 19
MARKETING AND PROMOTION .................................................................................... 21
CONCLUSION ...................................................................................................................... 23
RECOMMENDATIONS....................................................................................................... 25
DOCUMENTATION ............................................................................................................. 27
ANNEX A ............................................................................................................................... 30

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 INTRODUCTION

Nestled in the picturesque landscapes of the Philippines, Pagadian City has a rich and
storied history that echoes the diverse tapestry of its cultural heritage. This city, which now
stands as a testament to the confluence of indigenous Subanen traditions and Islamic influence,
has evolved over the years, shaping its identity and significance in the heart of Mindanao.

The Subanen, an indigenous and peaceful tribe, were the early settlers along the
riverbanks, living harmoniously amidst the lush hinterlands of what would later become
Pagadian City. Their presence in this region, steeped in a deep-rooted connection to the land
and its resources, has left an indelible mark on the city's cultural landscape.

As time passed, Muslim communities settled along the coastal areas, and the city began
to take shape, originally bearing the name "TALPOKAN," which translates to "a place of
numerous springs." The early inhabitants, led by Datu Akob, cultivated rice in the lowland
areas and engaged in fishing while waiting for the harvest season. The leadership later passed
to Datu Macaumbang, who not only upheld the cultural traditions but also established the
territorial boundaries that define the present city.

However, the region faced challenges from banditry and piracy, leading to the
intervention of the Philippine Constabulary, which brought much-needed stability and
encouraged settlers from various regions to call Pagadian home. This influx of people, arriving
from as far as Luzon and Visayas, alongside neighboring areas in Mindanao, contributed to the
city's vibrant cultural mosaic.

It is said that early Christian settlers arrived and had to negotiate with Datu Banca,
ultimately ferrying themselves to Dumagoc Island, where the soldiers stationed by Col.
Tiburcio Ballesteros ensured their safety. Despite the challenges, these settlers recognized the
city's potential, naming it "PANGADYE-AN," signifying a place to be prayed for, reflecting
their hopes for a better life.

In 1937, the dissolution of the Labangan Government led to the birth of the
Municipality of Pagadian. This marked a significant turning point in the city's journey,
transforming it from a mere barrio to a full-fledged municipality. In the following years,
Pagadian continued to evolve, culminating in its conversion into a chartered city in 1969, with
Honorable Benjamin F. Arao serving as the first City Mayor under the Charter.

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Pagadian City's history is a microcosm of the broader Philippines, reflecting the nation's rich
diversity, cultural heritage, and a story of resilience and growth. This case study delves into the
unique heritage of Pagadian City and explores the critical role of heritage tourism in preserving
cultural assets and fostering economic development. It aims to shed light on how Pagadian
City's cultural preservation efforts and its potential as a heritage tourism destination have
contributed to preserving its unique identity and driving economic progress.

In the following sections, we will examine the importance of heritage tourism in

preserving cultural assets and stimulating economic growth within Pagadian City, as well as
the purpose and scope of this case study in further detail.

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 BACKGROUND

Pagadian City, located in the picturesque landscapes of the Philippines, is not only a
city of natural beauty but also a treasure trove of historical and cultural heritage. This city,
nestled in the heart of Mindanao, boasts a vibrant tapestry of traditions, landmarks, and festivals
that make it a unique destination for heritage tourism.

HISTORICAL AND CULTURAL HERITAGE

San Jose Parish Church, located in Pagadian City, Zamboanga del Sur, boasts a rich
history intricately woven into the broader ecclesiastical and historical tapestry of the region.

In the 1930s and 1950s, the Jesuits, notably Rev. Fr. Jose Ma. Reyes played a pivotal
role in propagating Christianity in the Zamboanga Peninsula. Fr. Reyes, as a leader, established
Christian communities and erected the Sto. Niño Parish Church in San Jose District, Pagadian
City. His visionary initiatives also extended to the founding of Holy Child Academy, serving
as a center for youth evangelization. However, Fr. Reyes faced a challenge to his leadership
when he resisted being transferred, leading to his excommunication. Consequently, the parish
center was relocated to the San Francisco District under the administration of Fr. Karasig.

The creation of the Diocese of Pagadian emerged as a response to increased

militarization in the Baganian Peninsula and the burgeoning population in Pagadian City. Led
by Most Reverend Jesus B. Tuquib, the diocese found its center in the Sto Niño Church Parish,
with a focus on clergy formation, the establishment of the Holy Infant Seminary and the
Diocesan Pastoral Center, and assistance to victims of a 1976 tidal wave. Subsequently, Bishop
Antonio Tobias succeeded Bishop Tuquib, directing efforts toward defending the integrity of
creation and fostering Muslim-Christian dialogue. In 1990, responding to the growing
population, Bishop Tobias and Rev. Fr. Frafik Pintac divided the Sto. Niño Cathedral Parish
into smaller parishes, including San Jose.

Inspired by the Mindanao-Sulu Pastoral Conference (MSPC) and the Second Plenary
Council of the Philippines (PCP II), San Jose Chapel underwent a transformative process,
elevating it to San Jose Parish Pro-Cathedral on March 18, 1991. St. Joseph the Worker was
designated as the patron saint of the newly established parish. The parish's formation involved
the organization of the Parish Core Group Team, the formulation of a parish vision, and a 10-
point Agenda guiding the community's development over the next decade. Rev. Fr. Felix B.

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Tigoy, the first parish priest, was installed on May 1, 1991, with a mission to oversee the
parish's growth.

Challenges emerged, including territorial disputes with Sto. Niño Cathedral Parish and
requests for inclusion from neighboring areas were ultimately resolved through a new
canonical decree. The parishioners, shaped by both exciting and challenging experiences, have
grown in faith, maturity, and unity. Their ongoing commitment to sustaining momentum and
strengthening the Basic Ecclesiastical Communities underscores the resilience and growth of
San Jose Parish, illustrating its transformative journey from a humble chapel to a vibrant and
thriving parish in Pagadian City.

KEY LANDMARKS
• Palpalan View Park: Palpalan View Park is a scenic vantage point that offers
breathtaking panoramic views of Pagadian City and its surroundings. Visitors can enjoy
the stunning vistas of the cityscape, mountains, and the bay, making it an ideal spot for
photography, relaxation, and taking in the natural beauty of the region.
• Puting Balas: Putting Balas is a local beach area where visitors can enjoy the sun, sea,
and sand. It's a popular destination for both locals and tourists looking for a serene and
picturesque coastal setting to relax and unwind.
• Dao-Dao Island (Daku): Dao-Dao Island, specifically Daku Island, is known for its
pristine beaches and crystal-clear waters. It's a tropical paradise offering visitors the
opportunity to bask in the beauty of white sandy beaches, swim, snorkel, and explore
marine life.
• Mabait Beach: This is another beach area in the city. With its tranquil atmosphere and
beautiful shoreline, it provides a peaceful escape for those seeking a more intimate
beach experience.
• Poloyagan Beach: Poloyagan Beach is a coastal destination that offers a unique coastal
landscape. It's a place where visitors can appreciate the natural beauty and coastal
features of Pagadian City.
• Alegria Falls: Alegria Falls is a waterfall attraction that offers a refreshing and serene
natural environment. Visitors can enjoy the beauty of the cascading water and the
tranquility of the surroundings.

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 • Ditoray Falls: Ditoray Falls is another waterfall attraction in Pagadian City, known for
its natural beauty and serene ambiance. Visitors can explore the falls and enjoy the
surrounding lush landscape.
• Kendis Cave: Kendis Cave is a cave system where visitors can engage in cave
exploration and spelunking adventures. It's an exciting destination for those who
appreciate underground wonders.
• Lison Valley Falls: Lison Valley Falls is yet another waterfall attraction, offering a
refreshing natural environment. Visitors can relish the sight and sound of the cascading
water in a serene setting.
• Lourdes Hot & Cold Spring: Lourdes Hot & Cold Spring is a natural spring that offers
visitors the opportunity to enjoy both hot and cold mineral-rich waters. It's a relaxing
and rejuvenating experience for those seeking therapeutic benefits.
• Lourdes Waterfalls: Lourdes Waterfalls is another waterfall attraction, providing a
soothing natural environment where visitors can enjoy the serene ambiance and the
beauty of cascading water.

These locations collectively showcase the diverse natural beauty and recreational
opportunities available in Pagadian City, making it an attractive destination for tourists seeking
both relaxation and adventure in a stunning natural setting.

CULTURAL TRADITIONS AND FESTIVALS

• Pasalamat Festival: The Pasalamat Festival is a dynamic street dance parade that
further exemplifies Pagadian's rich cultural heritage. This festival is a visual and
auditory delight, with performers adorned in colorful traditional attire, dancing to
rhythmic beats, and narrating stories of the city's past. The festival is a testament to the
city's commitment to preserving its cultural roots while embracing the vibrancy of
contemporary life.
• Araw ng Pagadian: Every 21st day of June, Pagadian City comes alive to
commemorate the city's creation on June 21, 1969. Araw ng Pagadian is a day of
reflection and celebration, highlighting the city's journey from its humble beginnings
to its status. It serves as a reminder of the city's resilience and its dedication to
preserving its unique identity.

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HERITAGE TOURISM POTENTIAL
Pagadian City's historical and cultural heritage, along with its natural beauty, presents
an ideal platform for heritage tourism. The city's unique festivals, historical landmarks, and
preserved traditions offer tourists a glimpse into the rich tapestry of Filipino culture. Visitors
could engage in activities like exploring pristine beaches, hiking in picturesque landscapes, and
experiencing vibrant festivals.

Heritage tourism in Pagadian City not only serves as a means of preserving cultural
assets but also holds the potential to stimulate economic growth. By attracting tourists and
promoting local businesses and cultural exchange, heritage tourism can contribute to the city's
economic development.

In the forthcoming sections of this case study, we will delve deeper into the specific
strategies and initiatives that have been undertaken in Pagadian City to leverage its heritage for
economic growth and cultural preservation. Additionally, we will analyze the impact of these
efforts and provide recommendations for further enhancing heritage tourism in the city.

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 METHODOLOGY

LITERATURE REVIEW

Conduct a systematic and exhaustive review of the existing literature on heritage

tourism, cultural preservation, and economic development. This phase will involve not only
identifying relevant academic publications but also consulting government reports, industry
publications, and cultural studies. The aim is to build a robust theoretical framework that not
only defines the key concepts but also integrates the best practices and models applicable to
heritage tourism.

STAKEHOLDER IDENTIFICATION

Identify and profile key stakeholders in the heritage tourism landscape of Pagadian
City. This includes local government officials, tourism officers, cultural heritage experts,
business owners, and community representatives. Establishing effective communication
channels involves not only initial contact but also ongoing relationship-building efforts to
ensure cooperation and engagement throughout the study. Stakeholder engagement will be
crucial for gaining diverse and comprehensive insights into the dynamics of heritage tourism
in the city.

INTERVIEWS

Conduct semi-structured interviews with the head of the Department of Tourism (DOT) in
Pagadian City to gain a profound understanding of the city's heritage tourism initiatives. These
interviews will delve into the challenges faced and strategies employed for cultural
preservation and economic development. Additionally, interviews with other relevant
stakeholders will provide a broad spectrum of perspectives on how heritage tourism impacts
both the community and the local economy, ensuring a holistic view of the subject matter.

DATA COLLECTION AT THE CITY TOURISM OFFICE

Collect data from the City Tourism Office, encompassing a range of materials such as
promotional brochures, visitor statistics, and reports on heritage tourism events. The analysis
of promotional campaigns will go beyond mere effectiveness to explore the alignment with
cultural preservation and economic development goals. This phase aims to uncover the nuanced
role of the tourism office in driving sustainable heritage tourism.

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CITY LIBRARY RESEARCH

Conduct on-site research at the city library, utilizing historical records, documents, and
publications to unearth the roots of Pagadian City's cultural heritage. The focus will be on
identifying historical sites, cultural events, and traditional practices that form the backbone of
the city's cultural identity. Additionally, examining how these cultural elements are integrated
into contemporary heritage tourism initiatives will provide a temporal perspective crucial for
understanding the evolution of cultural practices.

DATA ANALYSIS

Organize and analyze the data collected from interviews, the City Tourism Office, and
the city library. Employ qualitative and quantitative methods to identify patterns, trends, and
correlations. The systematic assessment will extend to understanding the nuanced impact of
heritage tourism on both cultural preservation and economic development in Pagadian City.

CASE STUDY DEVELOPMENT

Develop a comprehensive case study that synthesizes findings from interviews, data
collected at the City Tourism Office, and information obtained from the city library. The case
study will present a detailed analysis of how heritage tourism interacts with and contributes to
cultural preservation and economic development in Pagadian City. It will be structured to
provide a narrative that captures the complexities and interdependencies within the heritage
tourism ecosystem.

VALIDATION AND FEEDBACK

Validate findings with key stakeholders through presentations and discussions to ensure
accuracy and reliability. Seeking feedback from stakeholders will be an iterative process,
allowing for the incorporation of additional insights and diverse perspectives into the evolving
narrative of the case study.

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 CULTURAL PRESERVATION IN PAGADIAN CITY

Pagadian City's rich cultural heritage is a testament to the city's commitment to

preserving its traditions, landmarks, and historical sites. Local authorities and communities
have undertaken various efforts and initiatives to safeguard and celebrate this cultural legacy.
Here are some of the key preservation projects, restoration work, and conservation measures
in Pagadian City.

Preservation of Historical Landmarks: Local authorities and heritage enthusiasts have taken
significant steps to maintain and protect historical landmarks, including the Roman Catholic
Church, one of the oldest in the city. Regular maintenance and restoration work are carried out
to ensure the church's structural integrity and historical significance.

Cultural Festivals: The city's cultural festivals, such as the City Parochial Fiesta, Pasalamat
Festival, and Araw ng Pagadian, play a crucial role in preserving and promoting local
traditions. These celebrations are organized with meticulous attention to detail, from traditional
costumes to music and dance, providing a platform for communities to showcase and pass
down their cultural heritage.

Conservation of Indigenous Traditions: Pagadian City is home to indigenous communities,

notably the Subanen tribe, and efforts are made to conserve their cultural practices and
traditions. Local authorities and organizations work together to document and protect the
Subanen heritage, which includes their language, arts, and traditional knowledge.

Cultural Heritage Education: Local schools and cultural organizations collaborate to offer
educational programs that promote an understanding of the city's cultural heritage. These
initiatives aim to instill a sense of pride and appreciation for the local culture among the
younger generation.

Heritage Preservation Workshops: Heritage preservation workshops and seminars are

organized to teach community members about traditional crafts, architectural conservation, and
historical documentation. These workshops empower locals with the skills and knowledge
needed to participate in preservation efforts.

Documentation and Archives: Local authorities, in collaboration with cultural organizations,

have established archives and museums to store and exhibit artifacts, documents, and

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photographs related to Pagadian City's history. These resources serve as valuable references
for researchers and the public interested in the city's cultural heritage.

Conservation of Natural and Cultural Sites: Initiatives are undertaken to protect natural and
cultural sites, such as waterfalls, caves, and mountains that hold historical or cultural
importance. Conservation measures include maintaining the natural surroundings, regulating
visitor access, and raising awareness about responsible tourism practices.

Community Engagement: Local communities actively participate in cultural preservation by

organizing events, cultural exhibitions, and heritage tours. These activities not only generate
awareness but also contribute to the economic development of the area through cultural
tourism.

Partnerships with Cultural Institutions: Collaborations with cultural institutions,

universities, and government agencies further enhance preservation efforts. These partnerships
bring expertise, resources, and support to heritage conservation projects in Pagadian City.

These efforts and initiatives represent a comprehensive approach to preserving Pagadian City's
cultural heritage. By focusing on historical landmarks, indigenous traditions, educational
programs, and community engagement, local authorities and communities are working together
to ensure that the city's rich cultural legacy remains vibrant and accessible to present and future
generations. These endeavors not only contribute to the preservation of cultural assets but also
play a pivotal role in stimulating economic growth through heritage tourism.

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 ECONOMIC IMPACT

Heritage tourism in Pagadian City has not only been a means of preserving cultural
assets but has also significantly contributed to economic development. The following analysis
outlines the economic benefits, including job creation, revenue generation, and small business
development, resulting from heritage tourism in Pagadian City.

JOB CREATION
Heritage tourism has been instrumental in creating employment opportunities for the
local population. The various cultural events, historical sites, and natural attractions draw
tourists from different regions, increasing the demand for a range of services. This, in turn, has
led to the creation of jobs in various sectors, including tour guiding, hospitality, transportation,
and the service industry.

REVENUE GENERATION
Heritage tourism has become a substantial source of revenue for Pagadian City. Tourists
who visit the city spend money on accommodations, food, transportation, souvenirs, and
various other services. Additionally, fees for guided tours and admission to historical and
cultural sites generate income for the local government and cultural preservation initiatives.
This revenue is reinvested into the community to support further tourism-related projects and
cultural preservation efforts.

SMALL BUSINESS DEVELOPMENT

The influx of tourists has given rise to opportunities for small businesses to flourish in
Pagadian City. Local entrepreneurs have established businesses such as restaurants,
guesthouses, handicraft shops, and cultural experiences, catering to the needs and interests of
tourists. These small businesses contribute to the diversification of the local economy and offer
unique products and services that celebrate the city's cultural heritage.

DATA ON VISITOR NUMBERS AND SPENDING

To gauge the economic impact of heritage tourism, data on visitor numbers and their
spending patterns in Pagadian City is vital:

Visitor Numbers: An annual survey conducted by the local tourism department indicates a
steady increase in visitor numbers over the past five years. In 2023, Pagadian City welcomed
over 49,200 domestic and international tourists, a significant increase from previous years.

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IMPACT ON THE LOCAL ECONOMY

The economic impact of heritage tourism in Pagadian City is evident in the increased
revenue generated from tourism-related activities. In 2020, the local government allocated over
69 million in tourism-related projects, which is a substantial boost to the city's economy.

Additionally, a survey of local businesses has shown a 20% increase in revenue for
small enterprises and service providers directly linked to heritage tourism. This increase in
business revenue has translated into job opportunities, wage growth, and overall improvements
in the standard of living for the local community. heritage tourism in Pagadian City has proven
to be a driving force behind economic development. It has not only preserved cultural assets
but has also created jobs, generated revenue, and fostered the growth of small businesses. The
data on visitor numbers, spending, and their impact on the local economy underscores the
significance of heritage tourism in Pagadian City, providing a model for other regions to
leverage their cultural heritage for both cultural preservation and economic progress.

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 CHALLENGES AND OPPORTUNITIES

Pagadian City, located in the Philippines, possesses a rich cultural heritage that is ripe
for heritage tourism development. However, this potential is accompanied by several
challenges and opportunities that need to be addressed for the sustainable promotion of heritage
tourism. This case study explores these challenges and opportunities, with a focus on
infrastructure issues, cultural sustainability, and political obstacles, and identifies potential
avenues for further development and expansion.

CHALLENGES

Conservation Facilities: Preservation and maintenance of heritage sites can be hindered by

inadequate funding and infrastructure for restoration and protection.

Cultural Sustainability: Modernization and globalization can threaten traditional ways of life
and cultural practices, potentially eroding the authenticity of heritage tourism offerings.

Cultural Appropriation: There is a risk of cultural commodification and misrepresentation,

which can be detrimental to the community's heritage and identity.

Political Obstacles: Bureaucratic Red Tape: Government regulations, permits, and zoning
laws can sometimes discourage private investment in heritage tourism initiatives.

Political Instability: Political unrest or instability in the region can deter tourists and investors,
hampering heritage tourism's growth.

OPPORTUNITIES
Infrastructure Development: Investment in Transportation: Enhancing roads, airports, and
public transport can improve accessibility for tourists.

Heritage Site Preservation: Developing visitor centers, interpretation boards, and facilities at
heritage sites can enhance the visitor experience.

Cultural Sustainability: Cultural Education Programs: Implementing educational programs

and workshops to raise awareness and appreciation of local culture can help preserve traditions.

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Community Involvement: Engaging local communities in heritage tourism initiatives can
ensure that cultural practices are passed down and valued.

POLITICAL ENGAGEMENT

Public-Private Partnerships: Collaborations between the government and private sector can
facilitate funding and development of heritage tourism projects.

Tourism Promotion: Encourage political leaders to actively promote heritage tourism,

emphasizing its economic benefits and cultural significance.

DIVERSIFICATION OF OFFERINGS

Combine Heritage with Nature: Highlight the natural beauty in conjunction with cultural
heritage to attract a broader spectrum of tourists.

Culinary Tourism: Promote local cuisine as an integral part of the cultural experience,
encouraging food tourism.

Pagadian City's heritage tourism potential is a valuable resource for economic

development and cultural preservation. However, addressing challenges related to
infrastructure, cultural sustainability, and political obstacles is crucial. Simultaneously,
opportunities in infrastructure development, cultural sustainability, political engagement,
marketing, and diversification of offerings can pave the way for the expansion and success of
heritage tourism in the city. With effective planning, cooperation, and responsible
management, Pagadian City can harness its cultural heritage to the benefit of both its economy
and its community.

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 COMMUNITY INVOLVEMENT

Local communities and indigenous people play a pivotal role in the success of heritage
tourism in Pagadian City. Their engagement is not only crucial for preserving cultural assets
but also for creating an authentic and immersive experience for tourists. Here, we discuss the
role of these communities and showcase successful case studies of community engagement in
tourism initiatives, including data on their impact and lessons learned.

Role of Local Communities and Indigenous People

Cultural Preservation: Local communities, particularly the indigenous Subanen people,

are the bearers of Pagadian City's rich cultural traditions. They actively participate in the
preservation of their heritage by showcasing traditional practices, arts, and crafts. This
involvement enhances the authenticity of heritage tourism experiences.

Cultural Performances: Indigenous communities contribute to the cultural vibrancy of

Pagadian City by participating in and performing during festivals and events. Their music,
dances, and rituals add depth to the cultural immersion that tourists seek.

Tour Guiding: Many members of the local communities, including indigenous people, serve
as tour guides. They provide insights into the history, traditions, and significance of various
sites, making the experience more engaging and educational for tourists.

Craftsmanship: Local artisans and indigenous communities produce traditional handicrafts,

which serve as souvenirs for tourists. This contributes to the local economy and allows travelers
to take home a piece of Pagadian City's heritage.

Community Engagement

Subanen Cultural Village: The Subanen Cultural Village is a successful initiative that
showcases the indigenous Subanen way of life. Visitors could engage in traditional practices,
learn about indigenous agriculture, and participate in crafts workshops. The village is managed
and operated by the Subanen community, providing them with a source of income and
preserving their cultural heritage. This has had a significant impact on the community's
economic development.

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Palpalan View Park: Residents and community groups have been actively involved in
maintaining Palpalan View Park. They organize regular clean-up activities, plant trees, and
assist in the management of the park. This involvement has not only preserved the natural
beauty of the site but also created a sense of ownership and pride among the local population.

Araw ng Pagadian: The Araw ng Pagadian celebration involves extensive community

participation. Local organizations, schools, and indigenous groups come together to organize
parades, cultural exhibitions, and other festivities. This collaborative effort not only preserves
cultural traditions but also generates revenue for small businesses and the community at large.

IMPACT AND LESSONS LEARNED

These community-engaged initiatives have led to increased tourism in Pagadian City,

as visitors seek an authentic and immersive experience. Local communities have benefited
from increased economic opportunities, job creation, and the preservation of their cultural
identity. The active involvement of indigenous communities has contributed to the preservation
of their traditions and heritage, ensuring their continued relevance.

Lessons learned include the importance of community empowerment, education, and

sustainable practices in heritage tourism. It's crucial to strike a balance between tourism
development and cultural preservation, ensuring the long-term sustainability of these
initiatives.

Overall, the success stories of community engagement in heritage tourism initiatives in

Pagadian City demonstrate the positive impact of involving local communities and indigenous
people in the tourism sector. These efforts not only enrich the experiences of tourists but also
empower and economically uplift the communities, making heritage tourism a win-win for all
stakeholders.

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 CASE STUDIES

PASALAMAT FESTIVAL

The Pasalamat Festival is an annual cultural event celebrated in Pagadian City. It

showcases the rich cultural heritage of the Subanen people, the indigenous inhabitants of the
region. The festival features traditional music, dances, and rituals, as well as a street dance
parade.

Impact: The Pasalamat Festival has become a major tourist attraction, drawing thousands of
visitors from across the Philippines.

The event has significantly contributed to the economic development of the city by
generating revenue from tourism-related activities. It has preserved and celebrated the
indigenous Subanen culture, increasing awareness and appreciation of the local heritage.

Lessons Learned: The success of the Pasalamat Festival demonstrates the importance of
celebrating and preserving indigenous culture as a unique selling point for heritage tourism.
Community involvement and active participation of local communities in the festival are key
to its success.

SUBANEN CULTURAL VILLAGE

The Subanen Cultural Village is a heritage tourism destination that offers visitors an
immersive experience of the Subanen way of life. It includes traditional houses, agricultural
practices, and cultural performances.

Impact: The Subanen Cultural Village has become a popular attraction for tourists interested
in experiencing indigenous culture and traditions. It has provided economic opportunities for
the Subanen community by allowing them to showcase their heritage and sell traditional crafts
and products. The village's success highlights the importance of preserving and promoting
indigenous traditions as part of heritage tourism.

Lessons Learned: Cultural immersion experiences can be a significant draw for tourists seeking
authenticity. Community-driven initiatives, when properly managed and promoted, can be both
economically beneficial and culturally enriching.

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ARAW NG PAGADIAN CELEBRATION

Araw ng Pagadian is an annual event that commemorates the city's foundation. The
celebration includes parades, cultural exhibitions, and culinary events that highlight the local
culture.

Impact: Araw ng Pagadian attracts a diverse range of tourists, from history enthusiasts to those
interested in culinary experiences. The event generates revenue for local businesses, including
restaurants and handicraft shops. It showcases the city's cultural diversity and heritage,
fostering a sense of pride among the local population.

Lessons Learned: Celebrating local history and culture can be a powerful driver of heritage
tourism. Diversifying the event to include various cultural elements and experiences can attract
a wider audience.

These festivals, celebrations, and destinations highlight the success of specific heritage
tourism destinations and events in Pagadian City. They demonstrate a positive impact on the
local economy, cultural preservation, and community involvement. Lessons learned from these
case studies emphasize the importance of celebrating and preserving indigenous culture,
involving local communities, and diversifying tourism offerings to create a well-rounded
heritage tourism experience.

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 MARKETING AND PROMOTION

Marketing and promotion are essential components of attracting tourists to heritage

sites and events in Pagadian City. Here, we examine the marketing strategies and campaigns
used to draw visitors and assess the role of technology and social media in promoting heritage
tourism in the city.

Marketing Strategies and Campaigns

Collaborative Marketing: Local authorities, tourism organizations, and private sector

businesses collaborate on marketing efforts. This includes joint marketing campaigns, tourism
packages, and promotions to create a unified and attractive image of Pagadian City.

Cultural Festivals: Pagadian City's cultural festivals, such as the Pasalamat Festival and Araw
ng Pagadian, are marketed as vibrant and immersive experiences. These festivals celebrate the
city's heritage through parades, traditional performances, and culinary events, drawing visitors
from different regions.

Online and Print Media: Marketing efforts extend to online and print media, with brochures,
guidebooks, and promotional materials highlighting the city's cultural and natural assets. These
materials are distributed through travel agencies, visitor centers, and at tourism fairs.

Use of Technology and social media

Website and Online Booking: Pagadian City maintains an official tourism website that
provides information on heritage sites, events, accommodations, and itineraries. Visitors can
book tours and accommodation online, making planning easier and more accessible.

Social Media Presence: The city actively utilizes social media platforms like Facebook,
Instagram, and Twitter to engage with potential tourists. They share visually appealing content,
event updates, and user-generated content to create an online community of heritage tourism
enthusiasts.

User-Generated Content: Visitors are encouraged to share their experiences on social media,
using city-specific hashtags and location tags. This user-generated content serves as authentic
testimonials and visual representations of the city's heritage and cultural offerings.

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Online Marketing Campaigns: Paid online marketing campaigns, including Google Ads and
social media advertising, are used to target potential tourists. These campaigns are designed to
reach specific demographics interested in heritage tourism.

Feedback and Reviews: Online platforms also collect feedback and reviews from tourists.
Positive reviews are used as endorsements, while constructive feedback is considered for
continuous improvement.

The city's approach to marketing and promotion is multifaceted, leveraging both

traditional and digital channels to attract tourists. By combining collaborative marketing,
heritage festivals, online presence, and technology-driven tools, Pagadian City has successfully
positioned itself as a desirable heritage tourism destination, drawing travelers from near and
far. The city continues to adapt and innovate its marketing strategies to remain competitive in
the tourism industry.

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 CONCLUSION

This case study on heritage tourism in Pagadian City sheds light on the intricate
relationship between cultural preservation and economic development. A comprehensive
analysis of various facets of heritage tourism reveals that Pagadian City possesses a rich
cultural heritage, an asset for both residents and visitors. Cultural preservation emerges as a
central theme, emphasizing the importance of safeguarding and promoting Pagadian City's
unique cultural identity. The city's commitment to preserving its cultural heritage has not only
fostered a sense of pride among the local community but has also attracted tourists seeking
authentic and immersive experiences.

The preservation efforts, ranging from maintaining historical sites to revitalizing

traditional crafts, contribute to the sustainable conservation of Pagadian City's cultural legacy.
Furthermore, the economic impact of heritage tourism in Pagadian City is noteworthy. The
influx of visitors stimulates economic activities, creating opportunities for local businesses,
artisans, and service providers. The tourism sector becomes a significant contributor to job
creation and income generation, thereby contributing to the overall economic development of
the city.

The case study also highlights the importance of community engagement and
collaboration in the success of heritage tourism initiatives. The active involvement of residents,
government agencies, and private stakeholders plays a crucial role in planning and
implementing sustainable tourism practices. By fostering a sense of ownership and shared
responsibility, Pagadian City strikes a balance between economic development and cultural
preservation. However, challenges and considerations remain. Sustainable management
practices must be continually implemented to prevent over-tourism and ensure the long-term
viability of heritage tourism in Pagadian City.

Additionally, ongoing efforts are needed to enhance infrastructure, promote responsible

tourism, and address any potential negative impacts on the environment. In conclusion, the
case study of heritage tourism in Pagadian City exemplifies the potential synergy between
cultural preservation and economic development. Through thoughtful planning, community
engagement, and a commitment to sustainability, Pagadian City has positioned itself as a model
for other destinations seeking to harness the power of its cultural heritage for both local and
global benefits. As the city continues to navigate the evolving tourism landscape, it serves as a

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testament to the positive outcomes achievable through the harmonious integration of cultural
preservation and economic development.

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 RECOMMENDATIONS

Sustain Cultural Preservation Efforts

Encourage the ongoing preservation of cultural assets, historical landmarks, and
indigenous traditions through dedicated funding and incentives. Establish partnerships with
cultural organizations and academic institutions to conduct research and documentation of local
heritage, ensuring its continued protection.

Expand Cultural Education

Promote cultural education programs within schools to instill a sense of pride and
appreciation for the city's heritage in the younger generation.
Organize workshops, seminars, and exhibitions to enhance the knowledge and understanding
of cultural heritage among the local population.

Foster Community Engagement

Empower local communities and indigenous groups to actively participate in heritage
tourism initiatives by providing training and resources.
Encourage community-driven events and activities that showcase their traditions and generate
economic opportunities.

Invest in Infrastructure and Accessibility

Improve transportation infrastructure to enhance accessibility to heritage sites and
events, making it more convenient for tourists to explore the city.
Maintain and enhance the condition of historical sites, landmarks, and cultural attractions to
ensure a positive visitor experience.

Market and Promote Collaboratively

Collaborate among local authorities, tourism organizations, and private sector
businesses to create unified marketing campaigns that showcase the diverse heritage offerings
of Pagadian City. Implement strategic marketing efforts that target specific types of travelers,
such as history enthusiasts, adventure seekers, and cultural explorers.

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Leverage Technology and Social Media
Continue to invest in and utilize technology, such as mobile apps and virtual tours, to
make heritage tourism more engaging and informative.
Maintain an active social media presence to engage with potential tourists, share user-generated
content, and provide real-time updates on events and attractions.

Promote Sustainable Tourism Practices

Encourage responsible tourism practices by raising awareness among tourists about the
importance of preserving the city's heritage and natural environment.
Implement guidelines for sustainable tourism, focusing on minimizing the impact on cultural
sites and the local ecosystem.

Evaluate and Adapt

Continuously monitor and evaluate the impact of heritage tourism initiatives, including
visitor numbers, spending, and community involvement.
Be flexible in adapting strategies and programs based on feedback and evolving market trends.

Celebrate Diversity
Embrace and promote the diversity of cultural traditions, festivals, and historical sites
within the city, recognizing that each contributes to the overall appeal of Pagadian City.

Partnerships and Networking

Establish partnerships with neighboring cities and regions to create heritage tourism
circuits that encourage longer stays and exploration of nearby cultural attractions.
Network with national and international organizations to access resources, support, and best
practices in heritage tourism promotion.
By implementing these recommendations, policymakers, local authorities, and
community leaders can further enhance heritage tourism in Pagadian City. These initiatives
will not only help preserve and celebrate the city's rich cultural heritage but also stimulate
economic development and offer authentic and enriching experiences for tourists.

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DOCUMENTATION

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ANNEX A

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