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American Journal of  Economics and 
Business Innovation (AJEBI)

Multi-Stakeholder Analysis on Tourism Development in Zambales, Philippines
Emelita  T. Madrid1*

Volume 3 Issue 2, Year 2024
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v3i2.262
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: March 10, 2024

Accepted: April 15, 2024

Published: May 08, 2024

This paper outlined the fi ndings from an empirical investigation to ascertain the differences 
on the extent of  tourism development along with PESTLE factor and how tourism should 
be sustainably developed as analyzed and perceived by three groups of  stakeholders in 
Zambales:  Local Government Unit, Selected Resort Management/customers service offi ce 
and customers. Based from the fi ndings, the researcher concluded that the three groups 
of  stakeholders such as; Local government unit, management/customer service offi ce and 
customers/guests, had important contribution for the sustainable tourism development in 
the province of  Zambales. The results of  this study provide a better understanding of  the 
perceptions held by tourism stakeholders towards the current state of  the tourism industry 
and how it could be developed holistically. The tourism development in Zambales described 
as high extent as to political, economic, socio-cultural, technological, legal and environmental 
factor. The results concluded that tourism development could signifi cantly contribute to 
economic growth in the province of  Zambales through creating new business opportunities 
to improve standard of  living of  the community by providing employment. In this regard, 
in order to improve the current situation of  tourism industry, Strategic Development Plan 
for Sustainable Tourism is proposed. Provincial government of  Zambales must design and 
formulate programs to integrate tourism requirements into all levels of  local government 
unit and would have to take a visionary local government offi cial who has the grit to 
literally fi ght for a well-defi ned and managed tourism industry because it is a chance for 
municipalities to move up through the help of  tourism, yet it requires the cooperation or 
input of  every social and institutional organization such as stakeholders. Therefore, planning 
for the development of  tourism based on sustainable economic development, growth and 
prosperity of  local communities can be effective.

Keywords
Analysis, Multi-Stakeholder, 
Sustainable Tourism, Tourism 
Development

1 Ramon Magsaysay State University, Masinloc, Zambales & University of  Luzon, Dagupan City, Pangasinan, Philippines
* Corresponding author’s e-mail: emy.madrid0725@gmail.com

INTRODUCTION
Tourism development is considered as important and 
essential element to reduce poverty and immigration, 
social welfare, maintaining the characteristics of  
traditional culture, traditional structure preservation, 
cultural communication, preserving natural and cultural 
resources, strengthening the national pride and creating 
more job opportunities in the agricultural and livestock 
activities in rural and remote areas (Ghaderi, 2004). 
According to M. Alejandria-Gonzalez Philippine 
National Tourism Development Plan for the period of  
2011–2016, the sector of  Cultural and Heritage Tourism 
was highlighted as an identifi ed sector for development. 
As stated in the report, one of  the key goals of  the 
Department is to “develop uniquely Filipino destinations 
and products” (Department of  Tourism, 2011). This goal 
could be related to the concept of  destination branding 
wherein a tourist destination markets itself  using a 
particular theme that represents the products available in 
the region.
Tourism plays a large role in the economy of  Zambales. 
Local and foreign tourist fl ock its many beaches creating 
many job opportunities and contributing to the economy. 
This study explores the status of  Zambales Tourism 
Development and assesses the challenges and orientations 
that pervade in its practice which could be developed to 
attain the sustainable tourism developmental goals stated 

in the Department of  Tourism (DOT) through political, 
economic, socio-cultural, technological, legal and 
environmental factors as analyzed by multi-stakeholders 
such as local government unit in all municipalities, 
selected resort management and customers.
Tourism development has signifi cant contribution to the 
economy as a whole which is broad and deep because 
it is both labor and capital intensive. It promotes skills 
and vocational development that can be exported, and 
it promotes a ‘culture of  tourism’ through a safer and 
cleaner environment that benefi ts not only tourists but 
the entire community as well. It also promotes and creates 
strong peripheral benefi ts to other economic sectors.

LITERATURE REVIEW
Theory of  Development
Theories of  development and their defi nitions have 
changed over time. Until recently they predominantly 
followed Euro-American models of  ‘development’ and 
were focused on economy. The theories assumed that 
‘developed’ nation’s value standards were superior to 
those of  ‘the developing nations. From the 1960’s, the 
tourism industry was, and still is, seen as an effective 
developmental growth-pole, and tourism has been 
used by many countries to improve their economic 
development, (Telfer & Sharpley, 2008). However, the 
processes that produce this development in tourism are 



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affected by economic, socio-cultural and political forces. 
This essay uses dominant theories and frameworks 
of  development, Modernization, Dependency, Neo-
liberalism and Alternative Development. It will suggest 
that tourism has evolved within a trajectory of  these 
dominant development theories and it maps the 
conceptual changes from development predominantly 
concerned with economic growth and inequality to those 
concerned about social, human and environmental issues.
Tourism also has infl uences on the environment and its 
components, both positive and negative, and tourists 
must learn to protect the environment. At the same time, 
it acts in the direction of  enhancing ties between nations, 
knowing people and peoples and helping maintain peace 
in the world, (Sofronov, B. 2018)

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

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

Mathematical Expressions and Symbols
X=%/100 F=1/T w = W= (∑wx)/(∑w) F=MST/MSE
MST=SST/(P-1) MSE=SSE/(N-P)    SSE=∑ (n-1)

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

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

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Proper waste disposal is encouraged. 4.27 Very 

High 
Extent

1 4.21 Very 
high 
Extent

1 3.91 High 
Extent

3



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Economic
As to extent of  tourism development through local 
government unit, the overall weighted mean of  3.83 with 
qualitative description of  high extent as to economic 
factor, for management and customer service offi ce, the 
overall weighted mean of  3.81 high extent of  qualitative 
description, as to customers/guests the overall weighted 
mean of  3.91 with qualitative description of  high extent. 

Provides infrastructure and transportation 
facilities for tourism development

3.65 High 
Extent

15 3.91 High 
Extent

10 3.69 High 
Extent

13

The municipal leadership, despite limited 
funds prioritize the tourism sector as an 
additional means of  income.

3.97 High 
Extent

7 4.05 High 
Extent

5 3.82 High 
Extent

6.5

Local government imposes high and 
strict standards for seeking permits for 
operation.

4.19 High 
Extent

2 4.19 High 
Extent

2 4.12 High 
Extent

1

Demonstrate political will to control 
leftist or rightist groups in the collection 
of  revolutionary taxes.

3.83 High 
Extent

12 3.87 High 
Extent

13 3.82 High 
Extent

6.5

Political local leaders have a united vision 
for tourism development.

3.95 High 
Extent

8 3.88 High 
Extent

12 3.71 High 
Extent

11

Promotes awareness on the importance 
of  tourism

4.02 High 
Extent

4 4.07 High 
Extent

4 3.92 High 
Extent

2

Local and national political leaders provide 
strong support

4.01 High 
Extent

5 3.84 High 
Extent

15 3.74 High 
Extent

10

Raises awareness on the concepts of  tourism 
development among new generation.

4.04 High 
Extent

3 3.90 High 
Extent

11 3.85 High 
Extent

4.5

Demonstrates political will in support 
to the growth and development of  the 
tourism resort industry

3.99 High 
Extent

6 3.87 High 
Extent

14 3.65 High 
Extent

14

Local Government strictly imposes legal 
orders and policies that safeguard the 
interest of  the tourism resort industry

3.92 High 
Extent

10 3.95 High 
Extent

9 3.85 High 
Extent

4.5

Local and Regional Government 
administer sustainable legislation

3.92 High 
Extent

9 3.98 High 
Extent

8 3.63 High 
Extent

15

Ensures implementation of  code of  
conduct to guarantee sustainable tourism

3.80 High 
Extent

14 3.98 High 
Extent

7 3.75 High 
Extent

9

Local government earns income for 
community through tourism development 
activities

3.81 High 
Extent

13 4.07 High 
Extent

3 3.78 High 
Extent

8

Encourages consultation between 
government, tourism resort industry and 
local residents.

3.90 High 
Extent

11 4.02 High 
Extent

6 3.71 High 
Extent

12

Overall Weighted Mean 3.95 High Extent 3.98 High Extent 3.80 High Extent

Legend:
Scale Statistical Limit         Qualitative Description
5 4.21-5.00 Very high Extent 
4 3.41-4.20 High Extent 
3 2.61-3.40 Moderate Extent 
2 1.81-2.60 Low Extent 
1 1.00-1.80 Very Low Extent 

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

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Contributes to income and improves 
standard of  living of  the community. 

3.94 High 
Extent

5 4.06 High 
Extent

1 3.85 High 
Extent

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Increases employment opportunities 3.98 High 
Extent

4 4.03 High 
Extent

2 3.86 High 
Extent

4

Creates new business opportunities to the 
community.

4.08 High 
Extent

1 3.96 High 
Extent

7 3.86 High 
Extent

5

Improves public utilities infrastructure. 3.83 High 
Extent

8 3.89 High 
Extent

9 3.83 High 
Extent

7.5

Provides more investment opportunities. 3.84 High 
Extent

6 3.87 High 
Extent

10 3.83 High 
Extent

9

Increases opportunities for shopping. 3.63 High 
Extent

13 3.59 High 
Extent

15 3.58 High 
Extent

15

Improves local economy by increasing tax 
revenues.

3.84 High 
Extent

7 3.81 High 
Extent

14 3.62 High 
Extent

14

Contributes to the development of  
society regionally and nationally through 
partnership and close cooperation with 
relevant authorities.

3.83 High 
Extent

9 3.98 High 
Extent

5 3.88 High 
Extent

3

Tourism income contributes in large 
multiplicity in areas of  the national economy.

3.65 High 
Extent

12 3.99 High 
Extent

4 4.02 High 
Extent

2

Increases cost of  living as price of  goods 
and services increase. 

3.62 High 
Extent

14 3.85 High 
Extent

12 3.72 High 
Extent

13

Tourism jobs increase in line with the high 
requirement of  the society

3.76 High 
Extent

10 3.86 High 
Extent

11 3.83 High 
Extent

7.5

Increases potential investors. (foreign and 
local)

3.74 High 
Extent

11 3.94 High 
Extent

8 3.74 High 
Extent

11.5

Increases price of  land for housing. 3.62 High 
Extent

15 3.82 High 
Extent

13 3.77 High 
Extent

10

Encourages partnership and balanced 
relationship among resort industry 
and local residents toward sustainable 
development of  tourism.

3.98 High 
Extent

3 3.97 High 
Extent

6 3.74 High 
Extent

11.5

Tourism provides recreation as additional 
source of  income

4.06 High 
Extent

2 4.00 High 
Extent

3 4.03 High 
Extent

1

Overall Weighted Mean 3.83 High Extent 3.91 High Extent 3.81 High Extent

Socio- Cultural 
As to socio-cultural factor, the extent of  tourism 
development, the overall weighted mean of  3.91 with 
the qualitative description of  high extent as analyzed 
and perceived by the local government unit, the overall 

weighted mean of  3.78 with qualitative description of  high 
extent as to selected management, the overall weighted 
mean of  3.99 with qualitative description of  high extent 
as perceived and analyzed by customers/guests.

Table 3: Extent of  Tourism Development Perceived by the Three Groups of  Stakeholders in Zambales as to Socio-
Cultural Factor
Socio-Cultural Factor Local Government 

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Meeting resort tourist is valuable experience 4.05 High 

Extent
3 4.07 High 

Extent
1 3.95 High 

Extent
1

Promotes cultural appreciation and 
understanding 

3.95 High 
Extent

7 4.05 High 
Extent

3 3.94 High 
Extent

2

Provides opportunity to move away from 
the hustle and noise of  modern life to 
enjoy the beauty and purity of  nature

4.02 High 
Extent

6 4.06 High 
Extent

2 3.92 High 
Extent

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Promotes quality of  life for local residents 3.85 High 
Extent

10 4.00 High 
Extent

6 3.91 High 
Extent

5

Visible equitable distribution of  the 
benefi ts of  its growth

3.83 High 
Extent

11 3.96 High 
Extent

13 3.72 High 
Extent

10.5

Visits places for the purpose of  enjoying, 
studying, contemplating the natural, 
heritage and cultural environment.

4.02 High 
Extent

5 3.99 High 
Extent

7 3.92 High 
Extent

4

Promotes Filipino values to the hearts and 
mind of  the children.

4.08 High 
Extent

2 4.03 High 
Extent

5 3.88 High 
Extent

6

Gives more opportunity to absorb positive 
foreign cultural values. 

3.81 High 
Extent

13 3.98 High 
Extent

8 3.85 High 
Extent

7

Changes social status as infl uenced by 
other culture.

3.52 High 
Extent

15 3.96 High 
Extent

12 3.72 High 
Extent

10.5

Preserves the social identity of  the Filipino 
people that tourism could adversely affect.

3.82 High 
Extent

12 4.04 High 
Extent

4 3.77 High 
Extent

8

Enriches and promotes our socio-cultural 
heritage as Ati-atihan. 

3.77 High 
Extent

14 3.83 High 
Extent

15 3.48 High 
Extent

15

Readiness and acceptance of  the people 
for social change brought by tourism 
development.

3.85 High 
Extent

9 3.96 High 
Extent

11 3.66 High 
Extent

13

Traditional culture preserves and handles 
carefully.

4.03 High 
Extent

4 3.98 High 
Extent

9 3.60 High 
Extent

14

Promotes awareness towards the preservation 
of  cultural heritage and traditions

4.08 High 
Extent

1 3.94 High 
Extent

14 3.71 High 
Extent

12

Contributes to change in value system, 
individual behavior, family relationship 
and life style.

3.95 High 
Extent

8 3.98 High 
Extent

10 3.74 High 
Extent

9

Overall Weighted Mean 3.91 High Extent 3.99 High Extent 3.78 High Extent

Technological
The extent of  tourism development through the analysis 
of  three groups of  stakeholders as to technological factor, 
out of  15 indicators the overall weighted mean 3.82 with 
qualitative description of  high extent as perceived by local 
government unit. An overall weighted mean of  4.03, with 

qualitative description of  high extent as perceived and 
analyzed by selected resort management and customer 
service offi ce.
As to technological factors on the part of  customers/
guests the overall weighted mean of  3.75 with qualitative 
description of  high extent.

Table 4: Extent of  Tourism Development Perceived by the Three Groups of  Stakeholders in Zambales as to 
Technological Factor
Technological Factor Local Government 

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Provision of  high-tech equipment, facilities 
and amenities in resort areas.

3.72 High 
Extent

14 3.88 High 
Extent

15 3.69 High 
Extent

11

Using automation process in inquiry 
reservation and payment of  bills.

3.74 High 
Extent

13 3.90 High 
Extent

13 3.57 High 
Extent

15

Available use of  good banking and 
transportation technology

3.78 High 
Extent

10 4.00 High 
Extent

10 3.80 High 
Extent

5

Provision of  portable communication 
system such as internet access.

3.95 High 
Extent

1 4.11 High 
Extent

5 3.75 High 
Extent

7

Provides modern safety equipment for 
swimming.  

3.65 High 
Extent

15 3.94 High 
Extent

11 3.62 High 
Extent

13

Visible Improvement of  services and 
amenities.  

3.86 High 
Extent

6 4.05 High 
Extent

7 3.72 High 
Extent

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Allows traveler and tourist to communicate 
with any travel entity and destination. 

3.93 High 
Extent

3.5 4.06 High 
Extent

6 3.63 High 
Extent

12

Creates great deal of  convenience  3.84 High 
Extent

7 3.89 High 
Extent

14 3.72 High 
Extent

9.5

Uses advanced technology that supports 
the development of  business tourism. 

3.79 High 
Extent

8 3.91 High 
Extent

12 3.60 High 
Extent

14

Access the tourism resort area through 
website. 

3.92 High 
Extent

5 4.04 High 
Extent

8 3.89 High 
Extent

3

Computer systems allow communication 
between client’s chains with multiple 
locations to connect easier.

3.75 High 
Extent

12 4.15 High 
Extent

2 3.82 High 
Extent

4

Speeds up operations and makes the 
traveling process much more enjoyable 
and effi cient. 

3.77 High 
Extent

11 4.02 High 
Extent

9 3.78 High 
Extent

6

Customers, community and businesses 
benefi t from improved communication, 
reservations, and guest service systems.

3.79 High 
Extent

9 4.12 High 
Extent

4 3.95 High 
Extent

2

Provision of  up-to-date technology to 
ensure the security of  the customers and 
community such as CCTV.

3.93 High 
Extent

3.5 4.14 High 
Extent

3 3.75 High 
Extent

8

Provision of  effi cient front desk services 
to streamline the check-in and check-out 
process. 

3.94 High 
Extent

2 4.19 High 
Extent

1 3.97 High 
Extent

1

Overall Weighted Mean 3.82 High Extent 4.03 High Extent 3.75 High Extent

Legal 
As to socio-cultural factor, the extent of  tourism 
development, as perceived and analyzed by local 
government unit the overall weighted mean of  4.16 with 
the qualitative description of  high extent, the overall 

weighted mean of  4.16 with qualitative description of  high 
extent as to selected management, the overall weighted 
mean of  3.94 with qualitative description of  high extent 
as perceived and analyzed by customers/guests.

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

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Imposes g high and strict standards for 
seeking permits for operation.

4.21 Very 
high 
Extent

5 4.04 High 
Extent

15 4.03 High 
Extent

3

Strongly discourages mal-practice of  “lagay 
or padulas System” in seeking permits to 
the local offi cials.

4.14 High 
Extent

11 4.13 High 
Extent

11 4.03 High 
Extent

4

Imposes legal orders and policies that 
safeguard the interest of  the industry.

3.97 High 
Extent

15 4.21 Very 
High 
Extent

5 3.97 High 
Extent

6

Ensures implementation of  code of  
conduct to guarantee sustainable tourism

4.10 High 
Extent

13 4.08 High 
Extent

13 3.83 High 
Extent

13

Monitors legal policies continuously.  4.17 High 
Extent

8 4.15 High 
Extent

9 3.82 High 
Extent

14

Observes rules and regulation such as 
proper sanitation.

4.23 High 
Extent

4 4.22 Very 
High 
Extent

3.5 3.92 High 
Extent

7

Provides secure facilities in accordance to 
legal order.

4.04 High 
Extent

14 4.27 Very 
High 
Extent

1 3.92 High 
Extent

8



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Provides and maintains PWD and SC 
priority lane 

4.17 High 
Extent

8 4.18 High 
Extent

7 4.02 High 
Extent

5

Provides and maintains emergency signages 4.17 High 
Extent

8 4.12 High 
Extent

12 3.91 High 
Extent

10

Observes non-discrimination law, 
considering the LGBTQ+

4.12 High 
Extent

12 4.07 High 
Extent

14 4.12 High 
Extent

1

Consistently provides information and 
services for the clients. 

4.19 High 
Extent

6 4.19 High 
Extent

6 4.05 High 
Extent

2

Visible fi re extinguisher, sprinkler and 
smoke detector installed in every corners 
of  the building 

4.16 High 
Extent

10 4.15 High 
Extent

10 3.77 High 
Extent

15

Information published in promotion 
materials are all certifi ed true. 

4.28 Very 
high 
Extent

1 4.26 Very 
High 
Extent

2 3.88 High 
Extent

11

Observes privacy and confi dentiality 4.24 Very 
high 
Extent

3 4.22 Very 
High 
Extent

3.5 3.91 High 
Extent

9

Sets standards and regulation to ensure 
quality service of  tourism in Zambales 

4.25 Very 
high 
Extent

2 4.18 High 
Extent

8 3.86 High 
Extent

12

Overall Weighted Mean 4.16 High Extent 4.16 High Extent 3.94 High Extent

Environmental
As environmental factors, the local government unit 
perceived and analyzed, out of  15 indicators the overall 
weighted mean of  4.13 with the qualitative description 
of  high extent, through selected resort management 

and customer service offi ce the extent of  tourism 
development, the overall weighted mean of  4.11 with high 
extent qualitative description, the overall weighted mean 
of  3.79, high extent qualitative description as perceived 
and analyzed by selected customers/guest.

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

Unit (N=130)
Resort Management 
(N=130)

Resort Customers    
(N=65)

M DE Rank M DE Rank M DE Rank
Public facilities are well maintained. 4.05 High 

Extent
14.5 4.15 High 

Extent
4 3.88 High 

Extent
4

Waste production is kept minimal. 4.06 High 
Extent

11.5 4.14 High 
Extent

6 3.83 High 
Extent

7

Preserves the natural environment 4.17 High 
Extent

6 4.20 Very 
High 
Extent

1 4.00 High 
Extent

1

Attractions are well-managed to maintain 
their natural state

4.06 High 
Extent

11.5 4.05 High 
Extent

14 3.68 High 
Extent

13

Saves rare and precious resources, in 
particular water and energy.

4.07 High 
Extent

10 4.09 High 
Extent

12 3.65 High 
Extent

14

Designs infrastructure and programs tourism 
activities to protect the natural heritage  

4.05 High 
Extent

14.5 4.08 High 
Extent

13 3.69 High 
Extent

12

Provides safe and relaxing environment 
that pleases all the incoming guests.

4.20 Very 
High 
Extent

4 4.12 High 
Extent

7.5 3.91 High 
Extent

3

Post safety precaution for natural 
occurrences or phenomena like fl oods 
and earthquake.

4.26 Very 
High 
Extent

1 3.88 High 
Extent

15 3.72 High 
Extent

10



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Protects natural tourist attractions like 
beaches and other cultural activities from 
pollution. 

4.20 Very 
High 
Extent

5 4.12 High 
Extent

9 3.80 High 
Extent

9

Promotes and provides environmentally 
friendly locations. 

4.12 High 
Extent

8 4.18 High 
Extent

2 3.94 High 
Extent

2

Protects and preserves areas of  high 
habitat value for future generation 

4.06 High 
Extent

13 4.12 High 
Extent

10 3.80 High 
Extent

8

Strengthens respect for natural areas and 
historic places

4.22 Very 
High 
Extent

2 4.15 High 
Extent

5 3.83 High 
Extent

6

Provides orientation on proper waste 
disposal 

4.16 High 
Extent

7 4.12 High 
Extent

7.5 3.54 High 
Extent

15

Demonstrates awareness of  the global policies 
or initiatives taken by various organizations to 
reduce environmental pollution

4.08 High 
Extent

9 4.09 High 
Extent

11 3.72 High 
Extent

11

Provides good quality and adequate of  
water

4.22 Very 
High 
Extent

3 4.16 High 
Extent

3 3.85 High 
Extent

5

Overall Weighted Mean 4.13 High Extent 4.11 High Extent 3.79 High Extent

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

Unit  (N=130)
Resort Management  
(N=130)

Resort Customers    
(N=65)

Overall weighted 
Mean 

M M M
Political 3.95 3.98 3.8 3.91
Economic 3.83 3.91 3.81 3.85
Socio-Cultural 3.91 3.99 3.78 3.89
Technological 3.82 4.03 3.75 3.87
Legal 4.16 4.16 3.94 4.09
Environmental 4.13 4.11 3.79 4.01
Overall weighted Mean 3.97 4.03 3.81 3.94

Signifi cant Difference Exists on the Extent of  
Tourism Development in Zambales Based on the 
Analysis of  Different Stakeholders
As a result on difference along the PESTLE factors 
between three different stakeholder groups about tourism 
development in the province of  Zambales, the fi ndings 
of  the study indicated that the fi ve of  the six factors 
namely political, socio-cultural, technological, legal 
and environmental factor, thus, there were statistically 
signifi cant differences at signifi cance level of  0.00 in the 
analysis on tourism development between stakeholder 

groups studied, this means that the measurable difference 
between the groups and the probability of  obtaining that 
difference by chance is very small so the null hypothesis 
is rejected. While economic, one of  the PESTLE 
factors indicated that there is no signifi cant difference at 
signifi cance level of  0.11, the null hypothesis is accepted, 
this means that analysis of  three groups of  stakeholders 
as to economic was vitally important especially when 
it comes to tourism provides recreation as additional 
source of  income by creating new business to increases 
employment opportunities to the community.

Table 8: Signifi cance of  Difference on the Extent of  Tourism Development in Zambales as to PESTLE Factors by 
the different sectors
Political
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 0.30 2.00 0.15 8.60 0.00 Ho is rejected

Signifi cantWithin Groups 0.74 42.00 0.02
Total 1.04 44.00



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Economic
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 0.08 2.00 0.04 2.35 0.11 Ho is accepted

Not Signifi cantWithin Groups 0.75 42.00 0.02
Total 0.83 44.00
Socio-Cultural
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 0.32 2.00 0.16 10.33 0.00 Ho is rejected

Signifi cantWithin Groups 0.65 42.00 0.02
Total 0.97 44.00
Technological
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 0.60 2.00 0.30 26.11 0.00 Ho is rejected

Signifi cantWithin Groups 0.48 42.00 0.01
Total 1.08 44.00
Legal
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 0.52 2.00 0.26 36.80 0.00 Ho is rejected

Signifi cantWithin Groups 0.30 42.00 0.01
Total 0.81 44.00
Environmental
Source of  Variation Sum of  Squares Df Mean Square F Sig. Interpretation
Between Groups 1.11 2.00 0.56 63.46 0.00 Ho is rejected

Signifi cantWithin Groups 0.37 42.00 0.01
Total 1.48 44.00

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

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

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

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



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

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

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

Political Factors
Despite the fact that the government strategy aimed 
to develop sustainable tourism industry in Zambales. 
The reasons why Zambales has diffi culty in developing 
business tourism in terms of  political factors are the 
following:
• Political instability in administering sustainable 

legislation 
• Lack of  infrastructure and transportation facilities for 

tourism development
• Continuous power struggle between political leaders in 

providing support for tourism development.

Economic Factors
The situation of  economic crisis, high unemployment, 
lack of  investment activity in the tourism industry as 

well as low-income in tourism compared to other sectors 
because tourism characterized by seasonal activity and 
short duration of  the tourist season. Increases price of  
land for housing along the tourism areas. 

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

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

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

Environmental Factors
Local Government Unit, Resorts owner, management, 
and the community needs to take account for safety 
precaution for natural occurrences or phenomena like 
fl oods and earthquake. Issues regarding designs of  
infrastructure and programs tourism activities to protect 
the natural heritage, maintenance of  public facilities and 



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proper waste disposal and the issues concerning tourism 
development negatively impact on marine environment 
increase the pollutions.

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

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