Template Chapter 1 5

Departamento ng Agham Panlipunan
Kolehiyo ng Social Sciences at Pilosopiya
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Festivals are held in celebration of tradition and culture. These are established
within certain communities and are already part and parcel of their heritage. Festivals or
“fiestas” are engraved to Filipino culture. The celebration of a festival is held during the
feast day of a town’s patron saint as a sign of tribute, praise, and thanksgiving. Several
events and occasions are held in a year including cultural and traditional respectively. It
aims to attract tourists, businessmen and townspeople. Fiestas are significant to Filipinos;
mainly because it is a fragment of our identity as Filipinos/Pinoys.
In celebrating festivals, different towns present their products, art, or even a
staging a certain biblical prose or the life of its patron saint. But beyond these, what it
really portrays is opulent heritage and sense of individuality. A festival is also a way to
attract visitors to come to the province, town or municipality festival having impact on
the hosting place (Luna, 2015). Moreover, Terry, Macy, and Owens (2009), communities
value festivals and special events because they enhance the community’s image and
provide activities and spending outlets for locals and visitors. Tourists and local residents
help the tourism industry of the host community by promoting the said event to their
relatives and friends. The present generation don’t even know the historical, cultural and
traditional significance of it.
Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

Pambansang pamantasan ng bulacan
Ironically, the Singkaban Festival may be the mother of festivals in Bulacan but it
is not common knowledge to Maloleños. Moreover, concessionaires sell a number of
merchandise, ranging from souvenirs to snacks and generating income impervious to the
locals. This prompted the proponents of this study to try and locate the root of the
problem while aiding to promote such festivities.
The Sining at Kalinangan ng Bulacan (Arts and Culture of Bulacan) or
commonly known as Singkaban is the mother festival of the City of Malolos. The main
celebration of the Singkaban starts on the 8th up to until the 15th of September but some
programs start as early as the 15th of August according to the Provincial History, Arts,
Culture and Tourism Office (PHACTO). The Singkaban Festival is an annual celebration
of Bulacan’s art and culture. These are showcased in the said event. Nearby towns also
participate by featuring their own products and even services. The products from
Guiguinto’s Halamanan Festival, San Ildefonso’s Gulay Festival, Pandi’s Baro’t Saya
Festival, and Bustos’ Minasa Festival are some of the locally-produced products that are
featured in the celebration of Singkaban Festival (Jaime, 2014). The festival also features
carnivals, flea markets, concerts and promotions of different products produced by
Bulakeños (residents of Bulacan).
The aim of this study is to assess the Singkaban festival in accordance to its
economic effect to the host community within three consecutive years (2014-2016). Since
the Singkaban festival is not only cultural but an economic event as well, the researchers
aim to focus more on the economic aspect of the event and how it boosts the economy of

the place in a short period of time. This study will look into the dynamics of the
Singkaban Festival in terms of the duration of the festival, promotion of the locally-
produced products, sponsorship of the festival, number of municipalities that are
participating in the festival, government expenditures, the average income generated in
the celebration of the festival, and economic activities within the duration of the festival.
Statement of the Problem
The general problem of the study is: How may the contribution of Singkaban
Festival to the local economy and tourism industry of the City of Malolos be described?
Specifically, the study sought answers to the following questions:
1. How may the Singkaban Festival be described in terms of:
1.1 duration;
1.2 promotion;
1.3 sponsorship;
1.4 number of participating municipalities and cities;
1.5 government expenditure;
1.6 economic activities and
1.7 average festival income?
2. What are the respondents’ perceived contributions of the festival on the:
2.1 local economy of Malolos and
2.2 tourism industry of Malolos?

3. What are the challenges encountered by the management group of Singkaban Festival
before and during its actual celebration?
4. What course of action did they take to address those identified challenges?
5. What may be proposed to improve the conduct of the festival?
Significance of the Study
The study is envisioned to be beneficial to several sectors. This is discussed as
follows:
Local Government Units of Bulacan. This study can orient and brief Local
Government Units of Bulacan on the impact of the Singkaban Festival to the local
economy and tourism industry of Bulacan. It prompts LGU’s to direct more attention in
the promotion and development of the festival.
Management of Singkaban Festival. The management of the Singkaban Festival
will benefit from the study for they will know what other significant effects are brought
upon by the festival, and by doing so, the management can devise strategies and
programs that will further the improvement of the festival.
Nearby Municipalities. The study is beneficial to the nearby municipalities to
help them to improve and develop their festivals so that they can evaluate how a festival
becomes a booster of the local economy and tourism industry of the host community.
Management Economics Students. This study will serve as a reference for their
future studies in connection with the effects on economy and tourism.

Future Researchers. The study can be used as a reference and a model to future
researchers who will be interested to further this research in a larger scale and setting
without the limitation of a certain time frame and further improvement which are deemed
relevant to the study.
Scope and Limitation of the Study

The study’s main focus is on the contribution of the Singkaban Festival to the
local economy and tourism industry of City of Malolos. The researchers will focus on the
time span of 2014-2016. The study aims to illustrate the profile of Singkaban Festival in
terms of the government expenditures, duration of the festival, economic activities,
participating municipalities and cities, sponsorship, promotion and average festival
income. The study will also pinpoint challenges that the management group of Singkaban
Festival encounter and how they address such. It will be answered using key informant
interview. The outcome of the interview will focus on the implications of the Singkaban
Festival on the local economy and tourism industry of the City of Malolos.
Data will be gathered from two sets of respondents. The first set will be composed
of Singkaban officials and the other set will be composed of City of Malolos residents. It
will be measured by conducting surveys that are adapted from the study of Luna 2015.
The management or officials of the festival will be chosen according to the needs of the
specific questions of the study. The respondents of the survey will be chosen through the
use of purposive sampling method with the criteria set by the researchers. Based on the

criteria, respondents should be residents of the City of Malolos for five years or more and
should at least have visited or participated in the Singkaban Festival. The study was
launched in August 2016 and concluded on May 2017.

CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter presents the related theories, literature and studies, conceptual
framework and definition of terms relevant to the contributions of the Singkaban Festival
in boosting local economy and tourism industry.
Relevant Theory
This study regarding the economic and tourism impact of Singkaban Festival in
the host-community is theoretically anchored on the Trickle-down Theory.
Trickle-down Theory. The trickle-down theory, which was first known as
trickle-down effect, was first introduced in the fashion industry wherein the first dresses
were worn by models and are expected to be in trend and be bought by the population.
This effect was used by the late president Ronald Reagan as a solution to solve poverty
that he great depression left. And then become Reaganomics, which was mirrored by late
president George W. Bush. The term was actually coined by known American humorist
Will Rogers as a mockery to the late president Herbert Hoover (Amadeo, 2016). It
created tax cuts to high income earners so that the disposable income will go to spending.
Higher aggregate demand will do generate jobs for the poor to help them rise from
poverty. That’s how the income was distributed in the Reaganomics.

The theory focuses on the relationship of government spending with consumption
of private individuals to the income earned in the celebration of the festival. As the
government spends money at the preparation and during the festival, it means that they
will be hiring professionals and/or crews to prepare and monitor the celebration and it is
just one part of their spending. That is how trickle-down theory works in this study.
Related Literature
This section provides a review of various literatures about the impact of festivals
on the local economy and tourism industry. Journal articles, theses, and dissertations,
among others were gathered and collected by the researchers to provide a comprehensive
study.
Festivals in the Philippines
There are several festivals celebrated in the Philippines throughout the year. One
is “Sinulog”, a dance ritual in honor of the miraculous image of the Santo Nino. It is a
Visayan term that means “the rhythm of the river flow”. The celebration lasts for nine
days, culminating on the ninth day when the Sinulog grand parade unfolds. The day
before the parade, a fluvial procession is held at dawn from the Mandaue City wharf to
Cebu City with the Santo Nino carried by a pump boat decked with hundreds of flowers
and candles (Hephaestus Books, 2011). Income and tourism are perfect indicators of
economic impact. According to Anderson (2014) the following cannot be easily

measured; spending by local residents, health benefits from trainings, attracting visitors
that could be possible patronizers of the festival.
The “Maskara” Festival is celebrated in Bacolod, in the province of Negros
Occidental. It is a week-long celebration that highlights the Mardi Grass parade of street
dancers in beautiful-designed masks and colorful costumes (Reyes, 2001). Another
colorful celebration is the Flower Festival known as “Panagbenga” Festival. It’s host-
community is Baguio City also called the City of Pines. The Panagbenga Festival is held
yearly during the month of February. The celebration is held for over a month and the
peak periods are weekends. The Panagbenga Festival showcases many floral floats and
native dances. The fragrant smells that could be presently teasing olfactory senses are
probably less from the now dried flowers from Valentine's Day than air floating all the
way from Baguio City. At this time of year, the City of Pines is almost surely in a flower
fury over Panagbenga festival, the city's biggest festival (Resureccion, 1998).
Panagbenga is a kankanaey term for "a season of blooming." It is the homage to the
beautiful flowers that the city is famous for, as well as a celebration of Baguio's re-
establishment. Since February 1995, it has been held to help Baguio forget the 1990’s
earthquake that distressed much of the city (Resureccion, 1998).
Panagbenga Festival which is celebrated every February in the Summer Capital
of the Philippines, Baguio City is said to be one of the most famous festivals in the
Philippines. According to Malanes (2014), Panagbenga Festival earns one million pesos
annually and handed out as donations to the festival’s beneficiaries. The festival is one of

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the boosters of tourism and flora industry because the festival is said to be the main
attraction of Baguio City. It attracts almost a million tourists yearly.
Economic Impact of Festivals on the Local Economy
Festivals are not just grand gestures of celebration. It symbolizes a wide array of
idealisms with a partiality to culture. Festivals serve as a way to commemorate heroic and
special events in a place, and even pride. In particular, Bulacan has various festivals
which are held whole year round. The main festival of Bulacan is the Singkaban Festival,
the main interest of the study. Furthermore, this study aims to find Singkaban Festival's
contributions to its host-town, Malolos.
In an article about festival bringing benefits and risks to its host community,
Grames and Vitcenda (2012) enumerated the good and bad effects of holding festivals.
First, it attracts visitors that generate the growth of tourism and businesses of the
community. Visitors spend their money not only within the festival but also outside the
geographical coverage of the festival. They spend money on other establishments like
local gas stations, restaurants, hotels, and the like. According to the authors, a festival’s
visitors help the host community’s local economy through advertising the festival and
local businesses as they talk about their experience with others. Aside from benefits,
there are risks too. Expenditures of the festival are one of them. Sometimes they are not
covered up by the revenue that the festival generates.
The article is used to support the study of the Singkaban Festival as booster of the

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host community, the City of Malolos. The researchers want to find out how the said
festival benefits the economic status of the city and what risks did the management take
for the festival and their way of addressing it.
According to Deskins (2015), economic impact comes from visitors. He wrote
that more money can be generated from many visitors and more money can contribute to
the local economy of the community. Larger festivals or special events have a greater
impact on generating a higher economic impact because of the size of the attendees and
the media coverage of the festival. When a festival or special event is participant-based, it
can generate higher expenditure per person or party than a spectator-based event. This is
because each individual is encouraged to be part of the event, instead of just watching the
event. Money spent by the visitors act as a multiplier. Deskins gave a scenario that if he
spends money in a hotel, the owner of the hotel spends the money on other stuff and the
employees of the hotel will get portion of the hotel’s income. Visitors give opportunities
to local businesses to gain profit and residents to gain income.
The article is presented to support the study on which local residents are part of
the data collection in assessing the contributions of the festival.
Furthermore, there are three separate components to quantify the economic
impact of community events according to Miller (2015) namely: direct impact; which is
the direct or actual generated revenue from the activities including the local spending by
participants of the event throughout the community. Second is the indirect impact, the
additional inputs purchased made by the local businesses that are not part of the
community events as a result of direct impact. Lastly is the induced impact, created when

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the business owners, suppliers and employees spend the additional income they earned as
a result of direct and indirect impact. These three separate components can help the study.
Researchers can accurately quantify the economic impact of a festival. Money spent by
the visitors of the host community of Singkaban Festival can cause a direct impact. On
the other hand, the indirect impact can be assessed through additional inputs purchased
by the local businesses outside the host community of Singkaban Festival. The
management and organizers of Singkaban Festival and other business owners and
employees’ spending serve as the induced impact to quantify the economic impact.
In another perspective, income and tourism are the perfect indicators of economic
impact. According to Anderson (2014), spending by local residents, health benefits from
trainings, possible patrons are not easily measured. The article’s aim is to open the eyes
of the readers, same with the study about Singkaban Festival. The residents of
Indianapolis knew that the Indie 500 festival is just a fun race and cultural activity. But
the truth, it is celebrated annually because it creates income and development for the host
place. As well as the Singkaban Festival of Bulacan, it may appear cultural but it actually
generates not just income but also popularity, tourists’ attraction and many beneficial
effects on the host community.
Impact of Festivals to the Tourism Industry

Philippines is a place for fun, recreation, vacation and of heritage, which are
major denominators for tourist attraction. Though recently, the United Nations World

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Tourism Organization (UNWTO) suggested to “up-scale” the Philippine slogan, but the
Philippines’ Department of Tourism Secretary refuses to do so. The DOT’s exact words
were, “Why fix it if it isn’t broke?” [broken]. The slogan, “It is more fun in the
Philippines!” was said to be incomplete and can’t attract most tourists based on a study
conducted from March to April 2016 in Europe. But by the data gathered, international
arrivals as of 2015 were 5 million and expected to reach 6 million by the end of 2016 and
hoping to be doubled by the year 2020.
In addition, tourism plays a great role in the economic growth of a place. It is “a
vital source of income” (Bonarou, 2011). Tourism becomes important because it creates
and generates jobs that boost the economy (Agaraj & Murati, 2009). As a result, high
tourism rate makes a festival successful and having a successful festival attracts more
tourists.
In particular, Filipinos are well-known to be hospitable folks, a trait that greatly
attracts tourists. Tourism and hospitality are interdependent with each other and the
successful connection of both will result to greater number of tourists and income (Xu,
2013). Thus, this is another factor that contributes to this study – the independence of
tourism and hospitality.
Moreover, tourism indeed has a big role in the economy (Ardahaey, 2011). To
support the previous idea, Antigua and Barbuda Tourism Development Programme
(2003), tourism is now, more than ever, recognized as a major economic contributor in
many destinations worldwide, adding value for foreign exchange but also support for
export industries and environmental, social, cultural, and historic resources support and

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protection. Hence, tourism creates wealth and helps boost the economy especially of a
developing country. In this study, the researchers are looking for the contributions of
Singkaban Festival to the local economy and tourism industry of Malolos, Bulacan.
Tourism is one of its factors because tourists play a vital role for the economy. Tourists
create profit in terms of purchasing goods and/or services. In this article, they presented
the effects of the tourism industry in the economy. Tourism is now considered as the
main contributor in boosting the economy.
Another element is the economic cost which is also brought by tourism activities.
It involves the direct cost coming from the businesses that participated in the event, and
government cost that is used to improve the activities in the events and the infrastructure
and services which are made to be able to give better services to the tourists.
Another perspective gives an area for demand and supply arrive as we look at the
economic impact of the tourism industry. Some of the factors that influence the demand
and supply in the tourism industry are the number of visitors, the duration of the festival,
expenditures in preparation and celebration of the festival, and the like. The more rounds
of circulation generated within the economy, the greater the multiplier effect of the initial
stimulus (Antigua & Barbuda Tourism Development Programme, 2003). A careful study
on the demand and supply of products and services for Singkaban Festival would mean
proper documentation, planning and evaluation of the event that would help present
various factors which could be considered in the study.
In addition, the article of Mazumder et al. (2011) state that the tourism-based

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development plays a big and important role by contributing to the Gross Domestic
Product (GDP) of developed and developing countries. As supported by Eadington and
Man (1991), tourism is one of the largest and fastest expanding sectors of the world
economy, and is thus experiencing a faster expansion than any other industry, exposing a
post-industrial society. Indeed tourism has a big impact and contribution to be able to
develop and increase the economy of a country. The expenditures and influence that the
tourists have made is one of the many factors that will provide a positive effect on the
economy. Tourism is now experiencing a great expansion into the national economic plan
of developed and developing economies. The unexplored developing economies are
having higher growth in expanding tourism that developed economies.
Equally important according to Avraham and Ketter (2010) state three important
areas, where festivals do create an effect; first is attracting tourism, second is improving
the place’s image and support local economy. Time-limited events tempt tourists to take
advantage and explore a place’s festival instead of going to a famous sight-seeing place.
Festivals only happen once a year but places with beautiful views never go anywhere, so
tourists will go to the festival instead. Festivals’ host community takes advantage of the
event to impress media and opinion leaders. They are open to the possibility of having
good feedback and news story. And as for the part of the local residents, they might be
enjoying meeting with friends, take pride of the festival and enjoy local delicacies, not
knowing that they are also promoting their community’s culture and helping boost their
economy.

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Related Studies
In the study of Luna (2015) entitled A Festival’s Impact: The Case of the
Bañamos Festival he focuses on the perceived effects of the Bañamos festival on the
local economy and tourism industry of Los Baños, Laguna. Luna used the descriptive
method to determine the effects of the said festival. In obtaining the participants of this
research, the study used a non-purposive convenience sampling because it was easy for
researchers to select samples because they are accessible. It was found out that through
celebration, it contributes and affects the local economy and tourism industry of Los
Baños.
Evidently, one strong point of the study was the effect on small-scale businesses.
The festival attracted lots of visitors enough to boost sales, both on products and services.
It was mentioned that there is no written literature about Bañamos Festival that prompted
the proponent of this study.
The Bañamos’ case is relevant to this study because its aim, methodology and the
technique used in writing the paper will be an advantage to this study.
A study entitled An Economic Impact Analysis for the 2nd Annual Bluegrass,
Old-Time Music and Dance Festival in the Village of Stone Mountain, Georgia by
Lane (2011) it focused on the economic impact of a small Appalachian- themed festival
in its second year of operation. They conducted economic analysis which included
demographics and economic benefits of Appalachian to determine the information about
the tourists like gender, educational and employment status and expenditures when
attending festivals. The results of this study are that the festival has shown the current

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effectiveness of a small Appalachian themed festival as a tool for economic impact.
Results have also indicated an estimated total economic impact for total sales and net
income.
In brief, the potential of this study lies in the analysis that they used was helpful to
Appalachian in order to encourage sponsors and businesses to host events. The weakness
of it was there are some respondents that did not record their expenses. The research gap
of the study is lack of data to provide accurate results, the usage of multiplier coefficient
data for the entire state of Georgia and the correct interpretation, perception and response
to the survey instrument by the survey participant.
Moreover, this is relevant to the study about the Singkaban Festival. The
researchers would also want to know the economic impact of Singkaban Festival in the
City of Malolos, Bulacan.
A study entitled The Ati-Atihan Festival: Its Impact to the Economy and
Tourism Industry in Kalibo, Aklan by Calopez et al. (2011) focuses on the impact of
Ati-Atihan Festival to the local economy and tourism industry of the host community.
The study’s respondents were selected using purposive sampling method that is
composed of the residents, businessmen and local government officials. The study is a
one-shot survey; it means that as the festival started the data collection started also. The
one-shot survey was treated using descriptive and inferential statistics. The respondents
believed that the Ati-Atihan Festival has an impact on the local economy of the host
community by bringing about the expansion and improvement of locally-produced
products and also in increasing economic activities in the host community. And also Ati-

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Atihan Festival also has an impact in Kalibo, Aklan by attracting both local and
international tourists.
The study is indeed helpful for the researchers which aim to study the same
interest. The strength of this study is having accurate data because the authors used a one-
shot survey which made the results of the study accurate. The researchers also saw
weakness in this study which is the research instrument that they used because some of
the questions are not applicable to the main question that the proponent of the study
wanted to be answered.
The studies are related because of similarity in interest which is to know the
impact of a festival to the local economy and also tourism industry of the host
community. This study aims to assess the Singkaban Festival if it has an impact to the
local economy and tourism industry of Malolos, Bulacan.
Similarly the study of Strydom, Saayman & Saayman (2006) entitled The
Economic Impact of the Volksblad Arts focuses on determining the economic impact
of Volksblad Arts Festival in Bloemfontein. It presents a comprehensive approach in
understanding the measurement that can be used in determining the economic impact of a
festival. The study states that the tourism industry is one of the biggest contributors to the
economic impact of a festival. Events and festivals contribute a lot to the local economy
in terms of gaining tourist rates and the profit that the festival will gain from their
expenditures. But as they seek and measure the parameters the result shows that this art
festival have less economic impact compared to other festivals, but it still proves that
events and festival have impacts on the economy.

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The study is similar to the study of Strydom et al in terms of the parameters that
are measured and sought upon the economic impact of a festival to the local economy.
The researchers will study how the Singkaban Festival contributes in terms of profit and
promoting products.
The studies are interrelated because it shares the same perspectives and goals
regarding perceived effects and contributions of festivals in the local economy of a host
province or city.
In the case of the study of Bethel (2014) entitled The Economic Impact of
Junkanoo in the Bahamas aimed to identify its economic contribution in the host place.
The festival has many competitor festivals because it is celebrated during December. The
attendees of the festival are strictly Bahamas residents only. The festival's management
does not target foreign visitors because hotels are fully booked during the peak season.
The festival's goal is cultural in nature, so students were assigned to study this
phenomenon and measure the economic effect of the said festival to Bahamas. Income is
the main parameter in the study. It is measured using data from the government and
surveys of the attendees' expenses. After the study, students found out the big effect of
the festival to Bahamas, in terms of income.
The study is incomplete due to lack of parameters measured to arrive at a
conclusion. The parameter used is the income of the government and the expenses of
attendees, which cannot defend the conclusion/s of the study from different threats and
judgment. The population of the survey are composed of students, attendees and
government officials. The sample of the study is not enough to gather information and/or

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data to answer other questions not mentioned in the study. On the other hand, the study
was conducted in good timing, because it was done during the festival.
Another case is the study about the Junkanoo Festival is relevant to the study
about the Singkaban Festival. The population of the study will serves as a sample to the
proponents of this study. The aim of the Junkanoo Festival study is also our goal.
Conceptual Framework
The researchers used a conceptual framework to show the flow of the study. The
figure is done simply for easier comprehension.
SINGKABAN FESTIVAL
2014-2016
TOURISM INDUSTRY LOCAL ECONOMY
FUTURE ACTIONS
Figure 1. Conceptual Paradigm of the Study
As seen on figure 1, the Singkaban Festival is the main subject of the study. The
data gathered from the Provincial Government of Bulacan and management of Singkaban
Festival are taken from 2014-2016. The researchers aim to find the significant
contributions of Singkaban Festival to the local economy and tourism industry. After
determining the contributions the researchers will create future actions depending on the
results.

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Definition of Terms
To clearly understand the study, stated below are the following terms used in the
study.
Economic Activities. Economic activities create economic or financial gain by
producing goods and services (Agrawal, 2016).
Local Economy. Local economy is the smallest region in the economic zone
(Luna, 2015).
Promotion. Promotions refer to the entire set of activities, which communicate
the product, brand or service to the user. The idea is to make people aware, attract and
induce to buy the product, in preference over others (Coleman, 2016).
Sponsorship. Sponsorship is give and take relationship between the sponsors and
the organization (Skinner & Rukavina, 2003).
Singkaban Festival. The Singkaban Festival is the festival celebrated in the
month of September in the City of Malolos, Bulacan. Singkaban Festival is symbolized
by an arc made of bamboo (Jaime, 2014).
Tourism Industries. The term ‘tourism industries’ is the internationally accepted
UNWTO/OECD definition of twelve standard industrial classifications of the sectors of
the economy that provide products/services consumed by visitors (Middleton, 2015).

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CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the methods and techniques used in the study, population
and sample of the study, data collection procedure and statistical techniques used in the
study.
Methods and Techniques of the Study
The study considered descriptive research as the method of research because the
variables; duration, promotion, sponsorship, number of participating municipalities/cities,
government expenditure, economic activities and average festival income, can only be
interpreted using the said method. Descriptive research is mainly concerned with
answering “what is” that can answer the general problem of the study (Association for
Education Communications and Technology, 2001). Descriptive research method is used
to determine the contribution of the festival to the host-community and explain the results
clearly and with understanding.
The techniques used by the researchers in this study to collect data are key
informant interview, survey, and secondary data analysis. Key informant interview is
defined as an interview with knowledgeable participants which are important part in the
method of investigation (Rieger, 2007). The key informants present in the study will be

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composed partly of the management of the Singkaban Festival. Payne & Payne (2004)
stated that key informant are in social positions and more privileged in gathering
information than anyone, who are therefore can give reliable and valuable information
needed in a research.
The term survey covers any activity that collects or acquires statistical data.
Included are censuses, sample surveys, the collection of data from administrative records
and derived statistical activities (Statistics Canada, 1998). Kowalczyk (2015) stated that
the term survey is often used to mean “collect information”. The survey will be used for
the residents of Malolos who will be a part of the respondents of the study.
Documentary analysis according to Dr. Annum (2016) is a method of research
used for gathering data to support and validate facts and the tool involves analytic reading
and review of a lot of written materials. The documentary analysis will be used for the
data that will be coming from the provincial office of Bulacan.
Population and Sample of the Study
The population of the study is divided into two; the management of the festival
and the Maloleños. There will be one hundred Maloleños as respondents of the survey
and five respondents from the management of the festival for key-informant interview,
with a total of 105 respondents.

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Table 1
List of Respondents
RESPONDENTS NUMBER
Maloleños (Survey) 100
Management Group of Singkaban Festival (Key-informant Interview) 5
TOTAL RESPONDENTS 105
The researchers of this study will be using a purposive random sampling method
in gathering the respondents of the survey. Purposive random sampling method according
to Dudovskiy (2011) is a sampling technique in which the researchers rely on his or her
own judgment in choosing the sample of the participants in the study. The researchers use
random sampling because there are lots of participants in Malolos and can’t stick to one
barangay as the respondents. And it is purposive because of the criteria that were set by
the researchers. The respondents should be full-pledge residents for at least five years or
more and visited or participated in the Singkaban Festival. There will be ten barangays to
be included. The ten barangays were chosen by the researchers because of its proximity
to the capitol of Malolos where almost all of the activities and programs of Singkaban
Festival were held.
The respondents from the government will be answering the interview. The list of
the government offices includes the Provincial History, Arts, Culture and Tourism Office,
Provincial Cooperative and Enterprise Development Office, Public Administrator’s
Office and Bulacan Chamber of Commerce and Industry.

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Research Instruments
The research instruments that were utilized to gather information for this study
were interview guide and a survey questionnaire. As defined by Kajornboon (2005), an
minterview guide is a list of topics or questions that the researchers hope to cover during
the course of an interview. The interview guide is divided into three sets of questions.
The first part determined the personal profile of the interviewee in terms of name and
position in the government. The second part is about the objectives, allotted funds and
income generated from the Singkaban Festival. The latter part is composed of the
challenges that the management group of the festival faced before and during the
celebration, and how they addressed the identified challenges. The research instrument
for key informant interview was validated by three experts in the field of research.
On the other hand Key (1997) defined survey questionnaire as the most frequently
pre-planned set of questions designed to yield specific information about a pertinent
topic. The research information is attained from the respondents normally from a related
interest area. The researchers of this study adapted the modified survey instruments used
by Luna (2015). The survey questionnaires include the perceived effects of the festival to
the local economy and tourism industry.
Data Gathering Procedure

The researchers submitted a letter of request to get the approval of the Provincial
Government of Bulacan, stating that the data will be needed for research purpose. It will

26
be addressed to the office of the Provincial History, Arts, Culture and Tourism Office
(PHACTO) to gain information about the background of the Singkaban Festival,
Provincial Cooperative and Enterprise Development Office (PCEDO) to gather data
about the income of the Regional Trade Fair participants and the rental income from the
exhibitors, and Provincial Administrator’s (PA’s) Office to gain information about the
nature of sponsors, budget allotted and the itinerary of the festival and other data
concerning the residents of Malolos. The researchers will be providing a letter to the
municipality or city to allow commencement of the survey.
In gathering data using interview, the researchers submitted a letter that contains a
request addressed to the key informants of this study together with the concerns it pose. It
will be addressed to the offices of PHACTO, PCEDO, PA’s and BCCI concerning the
challenges that the management faced before and during the actual celebration, and how
they addressed those challenges.
In conducting the survey, the researchers chose the respondents using purposive
random sampling method. One hundred respondents from the ten barangays of the City
of Malolos were chosen because they fit the criteria set by the researchers. The
researchers explained the aims of the study, the directions in answering the questions and
informed the respondents that the information gathered will be confidential and solely for
academic purposes.

27
Data Processing and Statistical Treatment

The data collected from the two sets were carefully analyzed and interpreted in
the course of the study. As stated from the previous chapter, two different treatments will
be used to analyze the data. Those are thematic analysis and descriptive statistics.
Thematic analysis was used for the data coming from the key informant interview
with the management of Singkaban Festival. Thematic analysis as described by Boyatzis
(1998) is a process for “analyzing qualitative information”. Thematic analysis is used
when researchers are moving from a broad data to discovering patterns and having
specific research questions and/or data.
The data from the survey were analyzed using descriptive statistics. As defined by
Klir (2008), descriptive statistics are used to present quantitative descriptions in a
manageable form. It provides simple summaries about the sample and the measures. In
analyzing the data from the survey, the scale used by the researchers was the scale used
by the study of Luna (2015).
Table 2
Scale to analyze the data
SCALE INTERPRETATION
4.21-5.00 Strongly agree
3.41-4.20 Agree
2.61-3.40 Not Sure
1.51-2.60 Disagree
1.00-1.50 Strongly disagree

28
CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the findings based on the indicative data of the variables.
All the information collected from the Provincial Government and respondents have been
tabulated and analyzed to have a comprehensive presentation and interpretation of the
data gathered. The analysis and interpretation of these data following the order of the
statement of the problem set forth earlier were discussed in the following sub sections.
The Singkaban Festival
The Singkaban Festival is a festival that is celebrated in the City of Malolos,
Bulacan and is considered as the Mother of all the festival in the province. Singkaban
Festival became the mother of all the feasts in the province because the center of the
province of Bulacan is Malolos. Singkaban is an acronym of Sining at Kalinangan ng
Bulacan and the Singkaban Festival showcases the culture, traditions of the city, and the
talents that the citizens of the city used as entertainment for visitors. Singkaban Festival
is symbolized by the arc made of bamboo (arkong kawayan). The festival’s objective is
to promote the tourism industry of the whole province of Bulacan.
Duration. In an interview with Mr. Lemuel Lobederio, the Project Development
Officer of PHACTO, it was stated that:

29
“As early as August 15, iyon na’ yung start or signal na magiistart na
‘yung Singkaban Festival. Iyong September 8 to 15 doon lamang naka-
focus mainly iyong mga programs, pero as early as August 15 mayroon na
kaming mga nilalaunch na mga programs, so parang nagiging month long
festival na nga siya eh, ‘di ba. Kasi August 15 is the foundation day ng
province of Bulacan. So mayroon ding mga programs like’ yung mga
pageants. Mas early siya hinohold like iyong dangal ng lipi. Mas early
din’ yung pagkuha nila nung mga, ay iyong pagscreen noong mga
mananalo”
This supports the article of Jaime (2014) stating that the Singkaban Festival
always starts in August 15. The duration of the Singkaban Festival features the talents of
the local people in the city, tourist spots around the locality, local products that are
produced not only in the City of Malolos but all over the province of Bulacan, and the
local residents themselves. The Tourism Office launches programs like pageants and
Dangal ng Lipi, an award giving ceremony for the prides of Bulacan.
Promotion. The power of social media is a big help in promoting the Singkaban
Festival. Aside from that, the tourism office of the province of Bulacan provides banners,
flyers, and the like. Also utilized were the World Wide Web, television programs, and a
radio program tagged as Radyo Bulacan. It was supported by Lobederio stated that:

30
“Mga brochure tapos power of social media. Mayroon din kasing web
page ang Provincial Government so mayroon ding TV program ang
Provincial Government ng Bulacan. Mayroon ding Radyo Bulacan”
Promoting festivals is like promoting products and services. Promotion is a
process in which the business' brand name is being introduced to the consumers
(Mwaawaaru, 2009). Promotion creates brand awareness for the consumers. Likewise, in
promoting festivals, organizers use promotion in order for the visitors to recognize the
event.
Sponsorship. The sponsors of the Singkaban Festival are not consistent. There
are main sponsors that support the festival every year.
Table 3
Sponsors of the Singkaban Festival
YEAR SPONSORS
2014 Globe, Manila Bulletin
2015 Globe, Manila Bulletin and Manila North Tollways Corporation
2016 Globe, Manila Bulletin, Jollibee and Stevia Farm
Table 3 shows that the list of sponsors varies over time but still are constantly
sponsoring the Singkaban Festival. In year 2014, Globe and Manila Bulletin were the
sponsors of Singkaban Festival. Aside from the sponsors mentioned in year 2014, there
was an additional sponsor in year 2015 which is the Manila North Tollways Corporation.
In the recent celebration of Singkaban Festival, there were added sponsors namely
Jollibee and Stevia Farm together with Globe and Manila Bulletin. Singkaban Festival is

31
composed of different activities and programs. Some of it were sponsored to be
successfully launched.
As stated by Mr. Eugenio Payongayong, Department Head of Provincial
Administrators Office, that the nature of the sponsors are X-Deals because the sponsors
are responsible with the tarpaulins that are scattered everywhere and they are also the one
who are responsible for managing the concerts that are part of the activities and programs
of Singkaban Festival to entertain the visitors. In this instance, the corporate sponsors
have control through their financial support over certain activities and they could freely
promote their products or services and gain a significant advantage over their competitors
in the locality.
Number of participating municipalities and cities. The data gathered from the
Provincial Administrator’s Office states that every celebration of the Singkaban Festival,
all of the cities and municipalities in the province of Bulacan consistently participates.
The province of Bulacan is composed of 21 municipalities and 3 component cities and all
of them annually participates in the celebration of the Singkaban Festival.
The cities and municipalities that consistently participates have their opportunities
to promote their own municipality or city and also their locally-produced products.
Government expenditure. The data from the Provincial Administrator’s office
articulates that the budget allotted for the Singkaban Festival is consistently
₱2,000,000.00 every celebration. This excludes the programs and activities that are held
by the different Departments of the Provincial Government of Bulacan. Each department
allots extra funds and look for sponsors to support their programs and activities.

32
Annual celebrations like Singkaban Festival are organized by the provincial and
municipal government. Most of the costs are for operating expenses such as the talents
and equipment needed while some are relative costs such as additional manpower or
overtime pay for traffic and police enforcers to maintain peace and security. Majority of
the total costs during Singkaban are covered by sponsors but for expenses that could not
be augment, the government would cover all of it. Antigua and Barbuda Development
Programme (2003) mentioned that the expenditure is even spent as early as during the
preparation phase of the festival. In some ways, these expenditures could become a risk
for the government since the revenue generated might not cover the total cash outflows.
Economic activities. Singkaban Festival was composed of different programs and
activities. There are also different types of activities and programs such as economic and
entertainment purposes that are held during the celebration of Singkaban Festival.
Table 4
List of Economic Activities that are income generating
YEAR DATE VENUE ACTIVITY
Sept. 8-10 Hiyas Pavilion BUFFEX
2014 Sept. 8-15 Gat. Blas Ople Regional Trade Fair
Sept. 7-10 Hiyas Pavilion BUFFEX

2015 Sept. 12-14 Robinsons Place Malolos Trade Fair
Sept. 8-15 Robinsons Place Malolos Trade Fair

2016
Sept. 12-14 The Pavilion, HBCC BUFFEX
Table 4 shows the activities and programs of the Singkaban Festival that are
income generating. Bulacan Food Fair Exposition (BUFFEX) and Regional Trade Fair
are always part of the celebration of Singkaban Festival from 2014 to 2016. It is said to

33
be the only activities that generates income for the participants and exhibitors. The
departments that are responsible for Regional Trade Fair and BUFFEX namely BCCI and
PCEDO also gain income from the activities.
These programs are not just after the income but the promotion of locally-
produced products of Bulacan and its rich culture and traditions.
Table 5
List of Economic activities that are not income generating
YEAR DATE VENUE ACTIVITY
2014 Sept. 13 Hiyas Pavilion, HBCC Mobile Passport Service
2015 Sept. 9 Bulacan Capitol Gymnasium Job Fair
Sept. 9 Bulacan Capitol Gymnasium Skills Demo and Livelihood Fair
2016 Sept. 10 The Pavilion, HBCC Mobile Passport Service
Table 5 shows the economic activities that are not income generating but still help
the local residents of Malolos in terms of job opportunities and skills enhancement.
Mobile Passport Service is a program of Department of Foreign Affairs (DFA) with the
help of the Public Employment Service Office (PESO) to give the residents of the city to
have less hassle in applying new and renewal of passports. The Mobile Passport Service
is always part of the celebration of Singkaban Festival since 2014 up to 2016. The Skills
Demo and Livelihood Fair were conducted on 2015 while the Job Fair where many local
residents are given opportunities to be hired was conducted on the year 2014.
These programs help the local people to acquire jobs, to be adept in income-
generating projects to have a better way of living.

34
Average festival income. Singkaban Festival includes different activities and
programs. Not all the programs held in the celebration of the said festival generate
income. There are several activities that are income generating but the government did
not benefit from the income brought by the festival. Instead the participants of Singkaban
Festival did. Some of the programs and activities which are income generating are
Regional Trade Fair and BUFFEX.
Table 6
Income of the Regional Trade Fair Participants in Pesos
YEAR DURATION PLACE EXHIBITORS INCOME
2014 Sept. 8-15 In front of Gat. Blas Ople 82 Exhibitors ₱1,626,270
2015 Sept. 8-11 Robinsons Place Malolos 54 Exhibitors ₱2,101,754
2016 Sept. 8-13 Robinsons Place Malolos 71 Exhibitors ₱4,174,351
Table 6 presents the income of the Trade fair exhibitors during the celebration of
Singkaban Festival. As the researchers gather data from the government, PCEDO stated
that they are the one who monitors the daily income of the exhibitors. In 2014, there are
82 participants and the income generated by the participants amounted to ₱1,626,270.00.
In the years 2015-2016 the trade fair was located at Robinsons Place Malolos. In 2015 the
income generated is at ₱2,101,754.00 and it was composed of 54 exhibitors. While in
2016, it was consisted of 71 exhibitors and generated an income of ₱4,174,351.00.

35
Yet trade fair participants differ every year. The PCEDO has a wider scope of
Trade Fair participants. In the year 2014 there are eight provinces that participate in the
Trade Fair namely Aurora, Bataan, Nueva Ecija, Pampanga, Tarlac, Zambales, Quezon
City and Bulacan. In year 2015 there are six provinces that exhibit namely Aurora,
Bataan, Bulacan, Tarlac, Pampanga and Nueva Ecija. While in year 2016 there are only
six provinces that participated in Trade Fair namely Bulacan, Bataan, Nueva Ecija,
Aurora, Tarlac and Pampanga. That only proves that not only the residents of Malolos
and the province of Bulacan are having the opportunities to trade their very own products
and services.
The income of the Trade Fair participants on 2015 was 29.32% higher than year
2014 because of the location where the Trade Fair was located. While in 2016, it was
95.08% higher compared to the income of the Trade Fair participants in year 2015. In
2014, the Regional Trade Fair was located in front of Gat Blas Ople Bldg., Malolos,
Bulacan while in year 2015 and 2016 it was located at Robinsons Place Malolos. The
prices of the goods and services vary depending on the location where the goods and
services are being sold or marketed. On the other hand, in year 2014 there were 82
exhibitors and it was higher than the number of exhibitors in year 2015 and 2016
comparably, the higher the competitors the lower the opportunities for the exhibitors to
earn higher income because of the limited or small size of consumers. While the trade fair
was located in Robinsons Place Malolos the income of the exhibitors was higher than it
was located in front of Gat Blas Ople Bldg. Even though, the number of participants was
lower than 2014, but still the income of the Trade Fair participants was higher than year

36
2014. It was because the prices of goods and services that are being sold in Robinsons
Place Malolos were more expensive than the prices of goods and services that are being
sold in front of Gat Blas Ople Bldg.
The duration of the Regional Trade Fair in year 2014 lasted for 8 days while in
year 2015 it lasted for only 5 days. The income that generated in 2015 was lower than the
income in year 2016. In year 2016 the trade fair lasted for 6 days and the income was
almost double the income in 2016. The wider the time frame, the bigger opportunity for
the exhibitors to gain income in year 2014 but since it was located in front of Gat Blas
Ople, the prices of goods and services that the exhibitors offered were cheaper. In year
2015 and 2016 the trade fair was located at Robinsons Place Malolos and the products
that were sold were more expensive.
Festivities and celebration are annual events wherein the general public is
expected to spend money. It is also a period were local businesses are revitalized in a way
that they produce more revenue for their family and dependents. Meanwhile, tourists,
participants and spectators enjoy the spirit of festivity and spend money in order to avail
the product or service that has caught their fancy.
Trickle-down-theory best explains these phenomena of spending and economic
stimulus. In the lesser known part of this theory, it shows that the invisible hand of
market balance out the market environment. Those that have more could spend more and
those that have less could receive more as long as they are willing to be subject to this
economic cycle as participants.

37
The PCEDO is the one in charge in the Regional Trade Fair. As an exchange of
being responsible to the Trade Fair, the department gains income from the program. The
income is rental fee that the exhibitors pay.
Table 7
Rent coming from the Participants of Trade Fair in Pesos
RENTAL FEE TOTAL

RENTAL AREA NO. OF
YEAR LOCATION PER RENTAL
FEE SIZE EXHIBITOR
EXHIBITOR INCOME
2014 Gat. Blas ₱450 per 2 x 2 sq. ₱1,800 82 ₱147,600

Ople sq. m. m.
2015 Robinsons ₱3,000 per 1 booth ₱3,000 54 ₱162,000

Place booth
Malolos
2016 Robinsons ₱3,000 per 1 booth ₱3,000 71 ₱213,000

Place booth
Malolos
Table 7 is about the rental income coming from the participants of Trade Fair
from the year 2014-2016. The location of the trade fair is in front of Gat. Blas Ople and
every square meter costs ₱450.00. Each exhibitor is allowed to occupy 2x2 square meters
which costs ₱1,800.00. The trade fair held in 2014 consists of 82 participants. The rental
fee per participant, area size that are allowed to occupy and location of the trade fair are
same in year 2013. In the year 2015, the trade fair was held in Robinsons Place Malolos
wherein the rental fee was higher that of last two years. The rental charge per booth was
₱3,000.00 when the Regional Trade Fair was located in Robinsons Place Malolos. In
2015, the numbers of participants are 54 and the total rental income was increased by

38
9.76%. In year 2016, the total rental income was increased by 31.48% and the number of
exhibitors is 71. The rental fee per participant, area size to be occupied, and the location
of the trade fair are same of that in 2015.
When the Trade Fair was situated in front of Gat Blas Ople the rental fee was
₱1,800.00 while Robinsons Place Malolos posted its rental fee at ₱3,000.00 per booth. In
2015, the number of exhibitors decreased from 82 to 54 exhibitors because the rental fee
was almost double as the rental fee in 2014. While in year 2016, the number of exhibitors
increased from 54 to 71 participants but still the rental income was consistently
increasing.
From the data given by the PCEDO, rent coming from the exhibitors of the trade
fair serves as the income of PCEDO. In similarity to what Anderson (2014) stated, rent
revenue generated from exhibitors can contribute to the economy of the locality of
Singkaban Festival.
Singkaban Festival’s Contributions to the Local Economy
In relation to the theory utilized, the Provincial Government of Bulacan allots
funds for the Singkaban Festival. The Provincial Government may not generate income
to distribute but the Singkaban Festival does distribute income to the residents.
Maloleños and other residents of Bulacan get to share equal job and business
opportunities that jumpstarts the local economy of the City of Malolos.
The following figures show the contributions of the Singkaban Festival to the

39
local economy of the City of Malolos as perceived by the respondents of the study.
Increase in economic activity of the City of Malolos, Bulacan
The following figures present the perceived contributions of the Singkaban
Festival to the businesses and local people around the City of Malolos.
100
R
E 80
S
P
60 53%
O
N
D 40
28%
E
N 15%
20
T
2% 2%
S
0
strongly agree agree not sure disagree strongly disagree
Figure 2. Increase in income in the hotel and restaurant industry
Figure 2 shows the increase in income in the hotel and restaurant industry. 53%
agree that there is an increase in income in the hotel and restaurant industry. While 2% of
the respondents strongly disagree that there is an increase. With a mean of 4.03, the
respondents agree that the hotel and restaurant industry increase their income during the
celebration of the Singkaban Festival.
According to the respondents’ perceptions, majority of the visitors are from
neighboring provinces, cities and also from other countries, prompting them to avail
lodging and accommodations. Visitors even dine in nearby restaurants that offer

40
specialties that the province serves. In result, the hotel and restaurant industry increase
their income during the actual celebration of the Singkaban Festival.
R 100
E
S 80
P 62%
O
60
N
D
E 40 29%
N
T 20
S 8%
1% 0%
0
Figure 3. Current and New Businesses supporting the festival
Figure 3 shows the current and new businesses supporting the Singkaban Festival.
62% of the respondents agreed that there are current and new businesses supporting the
festival. 1% of the respondents disagree. With a mean of 4.19, the respondents agree that
current and new businesses support the Singkaban Festival. Most of the respondents
agree that there are current and new businesses that support the celebration of the festival
because they are first-hand witnesses to this. It is common to see kiosks and other small
stalls during festival season.

41
100
R
E
80
S
P
O 60
49%
N 41%
D 40
E
N
20
T 10%
S 0% 0%
0
Figure 4. Income opportunities provided for the residents.
Figure 4 shows the income opportunities that were provided for the residents.
10% of the respondents are uncertain and 49% of the respondents agree that the
Singkaban Festival provides income opportunities for the residents of the City of
Malolos. With a mean of 4.31, the respondents strongly agree that there are income
opportunities that are provided for the residents during the celebration of the said festival.
The respondents strongly agree that the festival provided income opportunities for the
residents of Malolos because the festival has Trade Fair activity. The Trade Fair is open
for all the businesses which are owned by the local residents of Bulacan and other
provinces in Region III for the residents will have their opportunity to market their
products and to gain income.
Since there is a large number of visitors, location of activities were usually littered
with lots of individual vendors which offers wide-array of products ranging from mineral
water, sampaguita to offering services such as carpooling. Local karatig and tricycle

42
drivers also have more riders since commuting visitors are not familiar with the location
and they can only easily locate those locations by availing the services of local drivers.
R 100
E
S 80
P
O
N
60
49%
D 45%
E 40
N
T
20
S
5%
1% 0%
0
Figure 5. Festival generates job opportunities for local citizens.
Figure 5 shows that the festival generates job opportunities for local citizens of
Malolos. Most of the respondents, 49% to be exact, agree that the Singkaban Festival
generates job opportunities for local residents. 1% of the respondents disagree. With a
mean of 4.38, the respondents of the study strongly agree that the Singkaban Festival
generates job opportunities for local citizens of City of Malolos. From preparation to the
actual celebration, the government and even the corporate sponsors would need talents
and manpower. There are several benefits that could be derived which can indirectly
affect the local residents.
Expansion and improvement of local products and services
The following figures show the increase in locally-produced products and services

43
that businesses are offering during the culmination of the Singkaban Festival.
100
R
E 80
S
P
O
60 47%
N
43%
D 40
E
N
20
T 9%
1%
S 0%
0
Figure 6. Increases in the sales of local products and services
Figure 6 shows the increase in the sales of local products and services. 1% of the
respondents disagree that there is an increase in the sales of local products and services.
Most of the respondents, 47% to be exact, agree that there is an increase in the sales of
local products and services. With a mean of 4.32, the respondents strongly agree that
there is an increase in the sales of local products and services in the City of Malolos
during the celebration of the Singkaban Festival. It indicates that through the help of the
festival, local products and services increase sales. Festivals feature products and services
from different places. The festival aims to introduce products and services to the
consumers and visitors.
Profit is mainly derived from sales generated by visitors who avail of goods and
services. As shown in figure 6, respondents believe that the Singkaban Festival helps in

44
increasing the sales of local products and services.
100
R
E 80
S
P
O
60 50%
46%
N
D 40
E
N
20
T
4% 0%
S 0%
0
Figure 7. Festival serves as a venue to showcase local products.
Figure 7 shows that the Singkaban Festival serves as a venue to showcase local
products of the City of Malolos. 4% of the respondents are unsure and 50% of the
respondents agree that the festival serves as a venue to showcase of local products. With
a mean of 4.42, the respondents strongly agree that the Singkaban Festival serves as a
venue to showcase of locally-produced products. Festivals feature local products and
services, therefore becoming one of the best places or events to offer products and
services.
The data shows that there are a high percentage of participants that agree that
festivals act as a venue for products and services; it indicates that there is a high
possibility that sellers will increase their sales if they include their products and services
in the festival in relation to the number of consumers. Singkaban Festival acts as a venue

45
of different cities and municipalities to showcase their very own locally-produced
products.
R 100
E
S 80
P
O
60
N
44%
D 40%
E 40
N
16%
T 20
S
0% 0%
0
Figure 8. Increase in the investments for locally-produced products because of the
festival
Figure 8 shows that because of the Singkaban Festival, the investment for locally-
produced products increase. 16% of the respondents are uncertain about it and 44% of the
respondents strongly agree that the investments for locally-produced products increased
because of the festival. With a mean of 4.29, the respondents strongly agree that there is
an increase in the investments for the locally-produced products because of the
Singkaban Festival’s culmination.
Festivals have a profound effect in expansion and improvement of local products.
It increases the investments for locally-produced products. As visitors come to witness
the festival and to try local products, they begin to show interest on local products and
decide to invest or to export local products inside and outside the country. Tourists also

46
increase the value of foreign exchange that’s why visitors invest on local products which
are featured and introduced during the festival.
Generates higher income and enjoyment of more benefits to the local residents
The following figures present that because of the Singkaban Festival, the hotel
and restaurant industries, entrepreneurs, and local businesses were given opportunities to
earn more during the actual celebration of the Singkaban Festival.
R 100
E
S 80
P
O
60
N 49%
D
E 40
N 24% 25%
T 20
S 0%
2%
0
Figure 9. Many local businesses have increased sales and capital because of
the festival
As Figure 9 shows, many local businesses have increased sales and capital
because of the Singkaban Festival. Only 2% of the respondents did not believe that many
local businesses increased sales and capital because of the Singkaban Festival. 49% of the
respondents agree that there is such. With a mean of 3.94, respondents of the study agree
that many local businesses have increased sales and capital because of the Singkaban

47
Festival. Singkaban Festival also has perceived contributions in increasing the sales and
capital of local businesses. Visitors generate money and profit to local businesses as they
purchase products during their visit on the festival. As the number of tourists increase,
their expenses also increase.
According to Deskins (2015), visitors give opportunities to local businesses to
gain profit. Festival attracts visitors, the higher the number of visitors the higher the
opportunities for the local businesses to earn profit and capital because visitors spend
their money around the locality of the festival. In relation to the results, the respondents
agreed that because of the Singkaban Festival the local businesses increased in sales and
capital.
R 100
E
S 80
P
O 61%
60
N
D
E 40
N 25%
T 20 14%
S
0% 0%
0
Figure 10. Entrepreneurs earn more during the actual celebration.
Figure 10 shows that entrepreneurs earn more during the actual celebration of the
Singkaban Festival. 61% of the respondents agree that entrepreneurs earn more. 14% of
the total respondents are uncertain that entrepreneurs earn more during the Singkaban

48
Festival celebration. With a mean of 4.1, the respondents agree that entrepreneurs earn
more during the actual celebration of the Singkaban Festival. Indeed festivals give and
create higher income for entrepreneurs. Visitors who avail of hotel accommodations and
dine in restaurants contribute more to the earnings of the entrepreneurs. The higher
number of visitors, the higher the profit that they gain.
In an article by Grames and Vitcenda (2012), festivals attract visitors that
generate the growth of tourism and businesses of the community. Visitors have the
tendency to advertise the local businesses and the festival itself. It can be beneficial for
the enterprises because they will earn more money if more visitors knew about their
product and business.
100
R
E 80
S
58%
P
O
60
N
D 40
E
18% 19%
N
20
T
2% 3%
S
0
Figure 11. Hotels and restaurants have increased their income during the actual
celebration of the festival
Figure 11 shows the hotel and restaurants have increased their income during the
actual celebration of the festival. Two percent of the respondents believe that hotels and
restaurants did not increase their income during the celebration of the Singkaban Festival

49
and 58% of the total respondents agree. With a mean of 3.85, the respondents agree that
during the actual celebration of the festival, hotels and restaurants increased their income.
Hotels and restaurants increase their income during the festival because of the visitors’
expenditure. As seen in the figure the researchers conclude that visitors love to eat and
stay overnight or number of days to enjoy and spend more time in the festival. As the rate
of visitors increase, more that hotels and restaurants gain increase in income.
Tourists spend their money on accommodation, hotels, inns, restaurants and the
likes (Grames & Vitcenda, 2012). The hotel and restaurant industry gained increased in
income during the celebration of the festival because of the higher number of visitors and
the demand for the hotel and restaurant services.
R 100
E
S 80
P
O 54%
60
N
D
E 40
N 22% 19%
T 20
S
2% 3%
0
Figure 12. Influx of visitors have increased the demand for accommodation, local
products and food services.
Figure 12 shows the influx of visitors have increased the demand for
accommodation, local products and food services. Two percent of the respondents

50
disclaimed that there is no increasing demand. 54% of the respondents agree that there is
an increasing demand for accommodation, local products and food services on the actual
celebration of the Singkaban Festival because of the influx of visitors. With a mean of
3.89, the respondents agree that the influx of visitors also increase the demand for
accommodation, local products and food services. The influx of visitors prompted high
demand for accommodation, local products and food services. Visitors wanted to have
more time to witness the festival and decided to stay. As the tourists spend their money
on establishments such as restaurants, gas stations, hotels, inns and the like, they increase
the demand for accommodation, local products and food services.
Grand Weighted Mean of the contributions of the Singkaban Festival to the Local
Economy as Perceived by the respondents
The table presents the result from the survey regarding the perceived
contributions of the Singkaban Festival to the local economy of the City of Malolos.
Table 8
Grand Weighted Mean of Perceived Contributions to the local economy
Figures 5 4 3 2 1 Mean Interpretation
1. Increase in income in the hotel and 28 53 15 2 2 4.03 Agree

restaurant industry
2. Current and New Businesses 29 62 8 1 0 4.19 Agree

supporting the festival
3. Income opportunities provided for 41 49 10 0 0 4.31 Strongly Agree

51
the residents
4. Festival generates job opportunities 45 49 5 1 0 4.38 Strongly Agree

for local citizens
5. Increases in the sales of local 43 47 9 1 0 4.32 Strongly Agree

products and services
6. Festival serves as venue to 46 50 4 0 0 4.42 Strongly Agree

showcase local products
7. Increase in the investments for

locally-produced products because of 44 40 16 0 0 4.29 Strongly Agree
the festival
8. Many local businesses have 24 49 25 2 0 3.94 Agree

increased sales and capital because of
the festival
9. Entrepreneurs earn more during the 25 61 14 0 0 4.1 Agree

actual celebration
10. Hotels and restaurants have 18 58 19 2 3 3.85 Agree

increased their income during the
actual celebration of the festival
11. Influx of visitors have increased 22 54 19 2 3 3.89 Agree

the demand for accommodation, local
products and food services
Grand Weighted Mean 4.16 Agree
Table 8 shows the grand weighted mean of the perceived contributions of the
Singkaban Festival to the local economy. The Singkaban Festival leads to an increase in
the economic activity in the City of Malolos, expansion and improvement of local
products and services as it generates higher income and enjoyment of more benefits to the
residents.

52
As perceived by the respondents, the grand weighted mean of 4.16, the
respondents agree that the Singkaban Festival contributes to the local economy of the
City of Malolos.
Singkaban Festival’s Contributions to the Tourism Industry
As the main objective of the Management of the Singkaban Festival, the effect is
solely directed to the tourism industry. As the festival happens annually, the tourism of
Malolos increased respectively. The Singkaban Festival attracts visitors both locally and
internationally. Every year the Singkaban Festival increases the total head count of the
visitors. In 2014, the total head count was 69,700 visitors, while in 2015 to a total of
275,200 visitors. In 2016, the number of visitors doubled to 574,870. The Singkaban
Festival attracts visitors because of the participating cities and municipalities in the
province of Bulacan. The festival is not just for the sake of promoting the rich culture and
heritage of City of Malolos but to promote the whole province as well.
Development of the tourism industry by attracting visitors to the city
The following figures show the improvement of infrastructures and facilities,
increase on the variety of entertainment, promotion of the festival and the host-
community, venue for the local residents to showcase their talents, and the festival’s
ability to attract visitors to the locality of the Singkaban Festival.

53
R 100
E
S 80
P
O
60 50%
N
D 44%
E 40
N
T 20
S 6%
0% 0%
0
Figure 13. Increase on the variety of entertainment in the city because of the festival
Figure 13 shows the increase on the variety of entertainment in the city because of
the festival. Six percent of the respondents are unsure and 50% of the total respondents
strongly agree that there is an increase on the variety of entertainment in the City of
Malolos because of the Singkaban Festival. With a mean of 4.92, the respondents
strongly agree that there is an increase on the variety of entertainment in the City of
Malolos because of the festival. It shows that most of the respondents agree that there is
an increase on the variety in entertainment in the city. As variety of entertainment
increases, the former visitors invite friends and relatives to go and celebrate with the
Singkaban Festival. The management creates different programs and activities different
from the previous celebration. It attracts visitors because of programs such as concerts,
parades and they even invite celebrities to entertain the visitors may it be local or foreign.
According to the findings, the respondents strongly agree that because of the festival,
there is an increase on the variety of entertainment in the City of Malolos.

54
R 100
E
S 80
P
O
N 60
D
E 40 34% 38%
N 25%
T
20
S
3%
0%
0
Figure 14. Improvement of infrastructures and facilities during the festival
Figure 14 shows the improvement of the infrastructures and local facilities during
the celebration of the Singkaban Festival. 3% of the respondents disagree and 38% of the
respondents agree that there is an improvement in the infrastructures and local facilities.
With a mean of 4.02, the respondents of the study agree that during the Singkaban
Festival, there are improvements in the infrastructures and local facilities. The
respondents agreed that because of the festival, infrastructures and facilities have been
improved. It indicates that organizers managed to improve the infrastructures and
facilities every year mainly for the festival. Better facilities mean greater opportunity to
attract visitors.
Because of the yearly celebration of the festival, the organizers improved their
facilities and infrastructures for the tourists to have a better experience duri ng the
celebration of the festival. According to the findings, the respondents agreed that there is
the presence of improvement of infrastructures and local facilities during the festival’s

55
celebration.
R 100
E
S 80
P
59%
O
N 60
D 35%
E 40
N
T
20
S 6%
0% 0%
0
Figure 15. The festival is good for promoting Malolos as a center of tourism.
Figure 15 reveals that the Singkaban Festival is good for promoting Malolos as a
center of tourism. Six percent of the respondents are uncertain yet 59% of the total
respondents strongly agree that the festival is good for promoting the City of Malolos as a
center of tourism. With a mean of 4.5, the respondents strongly agree that the Singkaban
Festival is good for promoting City of Malolos as a center of tourism. As perceived by
the respondents, the City of Malolos is a center of tourism because Singkaban Festival is
the mother of all the festivities in the province of Bulacan. In that case, the host-
community of the festival which is Malolos becomes the center of tourism in the province
of Bulacan.
Festival attracts visitors. As a result, the event’s location became popular to other
people and places. In this case, if more people visit the Singkaban Festival, Malolos acts

56
as a center of tourism because the said festival aims to promote the rich culture, tourist
spots and local products of the whole province of Bulacan.
100
R
E 80
S
P
O
60
N 40%
31%
D 40
29%
E
N
20
T
0%
S 0%
0
Figure 16. Tourism office coordinates with DOT to promote the festival
Figure 16 presents that the tourism office coordinates with Department of
Tourism to promote the Singkaban Festival. Twenty nine percent of the respondents are
unsure that the tourism office coordinates with the DOT office to promote the Singkaban
Festival. Majority of the respondents, 40% to be exact, agree that the tourism office
coordinates with the DOT to promote the said festival. With a mean of 4.02, the
respondents agree that the tourism office coordinates with the DOT office to promote the
Singkaban Festival. The management of the Singkaban Festival works with other
departments specifically with the DOT to promote the festival. With the help of other
departments, it becomes easier for the management to promote the celebration of the
festival. It is said that the management worked with the DOT in promoting the Singkaban

57
Festival. The Department of Tourism utilizes media sites for the promotion of the
festival.
R 100
E
S 80
P
O
N 60
48%
D 36%
E 40
N
T 16%
20
S
0% 0%
0
Figure 17. Organizers of the festival use World Wide Web to promote the festival
Figure 17 shows the organizers of the Singkaban Festival use the World Wide
Web to promote the festival to other people. Majority of the respondents are uncertain
that the festival organizers use the World Wide Web to promote the Singkaban Festival.
16 % of the respondents strongly agree. With a mean of 3.63, the respondents agree that
the organizers of the festival use the World Wide Web to promote the festival to other
people.
Social media is very useful nowadays. It became one of the tools that businesses
use to promote their products and services. In relation to this study, organizers use social
media to attract more visitors especially “millenials”. Organizers found a way to
encourage millenials through social media because it caters most to this demographic. In

58
result, the organizers or the management group of the Singkaban Festival use other social
media sites to promote the rich culture, traditions, and locally-produced products of the
whole province of Bulacan.
R 100
E
S 80
P
O
60 50%
N
D 37%
E 40
N
T 20
S 10% 2% 1%
0
Figure 18. The festival brings visitors to Malolos
Figure 18 shows that the Singkaban Festival brings visitors to the City of Malolos.
One percent of the respondents strongly disagree that the festival brings visitors to the
city. While 50% and a mean of 4.18 of the respondents agree that the Singkaban Festival
brings visitors both local and foreign to the City of Malolos. Basically, the purpose of
celebrating a festival is to promote the culture and products of a certain place. Therefore,
for the festival to be acknowledged there has to be visitors. Festivals aim to bring visitors
to the location of the event.

59
R 100
E
S 80
P
O 52%
60
N
D
40 29%
E
N
T 20 14%
S 5%
0%
0
Figure 19. Assurance of adequate accommodation for visitors of the festival
Figure 19 shows that the organizers of the festival make sure that there are enough
facilities to accommodate the visitors during the festival. Only 5% of the respondents
disagree that organizers of the festival make sure that there are enough facilities for the
accommodation of the visitors. While 52% of the respondents agree and believe that the
organizers of the festival make sure that there are enough facilities. With a mean of 4.03
the respondents of the study agree that during the festival the organizers of the festival
make sure that there are enough facilities.
The organizers of the festival always find a way to increase the numbers of
visitors by improving the things that they needed including inns, hotels, and the like to
accommodate them. The organizers make sure that there are enough facilities to
accommodate the visitors, so it is easier for the visitors to join the celebration.

60
100
R
E 80
S
P 60%
O
60
N 35%
D 40
E
N
20
T 5%
0% 0%
S
0
Figure 20. The festival is a venue for the residents of Malolos to showcase their
talents as means of entertaining the visitors.
Figure 20 shows that the Singkaban Festival is a venue for the residents of
Malolos to showcase their talents as means of entertaining visitors. Five percent of the
respondents are unsure that the festival is a venue for the residents of City of Malolos to
showcase their talents. Majority of the respondents, 60% to be exact, strongly agree that
the Singkaban Festival is a showcase of talents of the local residents. With a mean of 4.5,
the respondents strongly agree that the Singkaban Festival is a venue for the residents of
City of Malolos to showcase their talents as a means of entertaining the tourists.
The festival is not only for the rich culture of the place but also in showing how
people can contribute in terms of entertainment. Festival is a place to showcase the
talents of the local residents (Luna, 2015). The talents that the residents have are used to
entertain the visitors and also to prove that Maloleños are talented.

61
Grand Weighted Mean of the contributions of the Singkaban Festival to the
Tourism Industry as perceived by the respondents
Based on the survey regarding the perceived contributions of the Singkaban
Festival on the tourism industry of the City of Malolos, the following results are shown in
Table 9.
Table 9
Grand Weighted Mean of Perceived Contributions to the tourism industry
Figures 5 4 3 2 1 Mean Interpretation
1. Increase on the variety of 50 44 6 0 0 4.92 Strongly Agree

entertainment in the city
2. Improvement of infrastructures and 34 38 25 3 0 4.02 Agree

facilities
3. The festival is good for promoting

Malolos as a center of tourism 59 35 6 0 0 4.5 Agree
4. Tourism office coordinates with 60 35 5 0 0 4.5 Agree

DOT to promote
5. Organizers of the festival use 29 52 44 5 0 4.03 Agree

World Wide Web to promote
6. The festival brings visitors to 37 50 10 2 1 4.18 Agree

Malolos
7. Assurance of adequate
accommodation for visitors of the 31 40 29 0 0 4.02 Agree
festival
8. The festival is a venue for the 16 36 48 0 0 3.63 Agree

residents of Malolos to showcase their
talents as means of entertaining the
visitors
Grand Weighted Mean 4.23 Strongly Agree
The researchers tabulated the mean for the perceived contributions of the
Singkaban Festival to the tourism industry of the City of Malolos. It leads to the

62
development of the tourism industry by attracting visitors to the host community.
Because of the Singkaban Festival, there is an increase on the variety of entertainment to
the host community. There is an improvement in the infrastructures and local facilities.
The organizers of the festival make sure that there are enough facilities, and the festival
brings visitors to Malolos. The festival is good for promoting Malolos as a center of
tourism. The tourism office coordinates with the DOT to promote the festival as a venue
for the people of Malolos to showcase their talents as a means of entertaining the tourists.
The organizers of the festival used the World Wide Web to promote the festival to other
people.
At a grand weighted mean of 4.23, the respondents strongly agree that there is a
perceived contribution of the Singkaban Festival to the tourism industry of the City of
Malolos.
Challenges faced by the management group of the Singkaban Festival
The management of the festival encountered lot of problems not just before the
celebration but also during the actual celebration of the festival.
Challenges before the celebration of the Singkaban Festival
There are many challenges that the management group faced while preparing for
the celebration of the Singkaban Festival. The following are answered partly from the
management group of the festival.
Trends. Trend is a change in events or process over time. In an interview with

63
Mr. Lemuel Lobederio he mentioned that trends change yearly and Dr. Eliseo de la Cruz,
Department Head of PHACTO stated that:
“Iyong trending sa panahon na iyon, what is in demand kasi kadalasan
ang gusto ng mga tao e yung uso. Mga Pilipino kasi mahilig makiuso.
Kung kayo din sasabay din sa uso lalo na yung mga kabataan ngayon”
The management group of the Singkaban Festival found it problematic in terms of
trends and what is in demand. The organizers found it difficult to determine what people
want and what ideas are popular in that time.
Lack of funds. Another problem faced by the management of the Singkaban
Festival was the allotted fund. Fund is the allotted money to support events. In this case,
the organizers have a problem with insufficient funds to support their programs. These
problems were stressed by Mr. Lemuel Lobederio that:
”Saka mayroon pang isang issue, minsan kasi ‘yung funds ‘di nagkakasya
sa dami-rami nang mga programa ng Singkaban.”
In additional, Dr. Eliseo de la Cruz stated that:
“Funds siguro kasi it’s hard to manage this amount of money talagang
iisip at iisip ka ng plan para ‘di magkulang yung budget. ‘Yung allotted
funds ‘di naman maiiwasan na kahit nakaplano ang mga bagay-bagay,
there are circumstances na nangyayare na ang kinakailangan e para sa
mga expenses.”

64
Funds play a vital role to the success of the Singkaban Festival because a greater
fund means a more prestigious and grandiose celebration of the said festival. The said
fund is maximized by the management group for the programs and activities within the
culmination of the Singkaban.
Demands of Visitors. The demand of visitors depends on what is trending. Every
year the trend correlates with the demand of visitors. In an interview, Mr. Lemuel
Lobederio he mentioned that:
“Saka iba’t-iba iyong demand ng mga turista natin. Nagiging problema
yung demand kasi kailangan naming sumunod o gumawa ng ways para
lamang makasabay sa mga demands nila.”
The management group of the Singkaban Festival faced the gradually changing
demand of the visitors of the said festival. Additionally, Dr. Eliseo de la Cruz stated that:
“Sa before siguro e yung sa preferences ng visitors dahil nga iyong target
natin ay yung mga pupunta sa festival. It is our task to know what they
want, so iyun preferences nila kasi mahirap ding yung magheheld [hold]
ka ng festival tapos ‘di gusto nang pupunta iyong nandoon kaya we’re
trying to acknowledge the visitors preferences.”
Every year trends and wants of the visitors change. It always depends on what is
in demand during the time of the Singkaban Festival. It was a problem to the

65
management group and organizers of the festival because they always find ways on how
to reach the expectations and demands of the visitors.
Willingness of Sponsors. According to an interview with Dr. Eliseo de la Cruz,
he mentioned that:
“Naisip ko din iyong mga sponsors natin. There were times na willing sila
magsponsor, minsan naman hindi so what we do is we encourage them
kasi ‘di lang naman iyong festival ang magbebenefit pati din naman sila.”
The management group also faces the problem every year of finding companies
and/or businesses that are willing to sponsor the Singkaban Festival. If the sponsors see
that they would not benefit from the celebration of the festival, they might withdraw their
sponsorship from the next celebration.
Encouraging businesses to participate in Trade Fair. Another problem faced
by the management group of the Singkaban Festival before the actual celebration was the
difficulty to encourage the exhibitors for the Trade Fair. In an interview with Department
Head of PCEDO, Ms. Cynthia P. Abiol, she claimed that:
“Nagkakaroon kami ng problema sa pagkuha o paghikayat ng mga
business para mag join sa trade fair.‘Di naman kasi ganoon lang kadali
iyon.”
Some of the businesses are scared of taking risks if their business will gain profit
if they will exhibit their products and services that they offer. In result, every year the
department faces the difficulty of encouraging the business owners to exhibit their very
own goods and services.

66
Inviting guests. In an interview with Dr. Eliseo de la Cruz, he said that:
“During celebration sa programs na ginagawa namin minsan may mga
‘di dumadating [may]mga pa VIP pa. ‘Di sila dumadating sa tamang oras
at minsan pa nga ay ‘di talaga sila nagpupunta.”
Some celebrities or guests were unable to go. It is because the special guests or
celebrities are inconvenienced because of more pressing matters. The management of the
Singkaban Festival was problematic when it comes to inviting special guests or
celebrities because of the last minute cancellation and in result the programs that were
scheduled were ruined.
Allocation of Funds. The funds that the government allots for the Singkaban
Festival’s preparation and celebration badly needs proper allocation for the funds would
not be wasted for nothing. In an interview with Mr. Eugenio Payongayong, he said that:
“Dapat ‘di masayang iyong ibibigay na funds sa organizers dahil nga ‘di
siya income generated. Dapat iniisip ng mga nagpaplano nang paraan
para di masayang yung allotted funds.”
The funds that are given for every program must not be wasted because the
government are investing in the Singkaban Festival for the rich culture and traditions of
the province will be promoted to all the people around the world. The management was
problematic because if there is the absence of proper allocation of funds therefore the
funds that are given to every programs and activities will be wasted or will not be
effective enough.

67
Marketing and Publicity. In this case, the Singkaban Festival lacks the capacity
to improve their celebration. They might need additional sponsors to promote and
endorse the festival. Dr. Eliseo de la Cruz mentioned that:
“I think there was a problem in terms of publicity at marketing. Masyado
kasi malawak ang sakop ng Singkaban, buong Bulacan siya. Doon
nahihirapan ang management na ipalaganap sa lahat kung ano ang
mayroon sa Singkaban, tungkol saan ito at kalian gaganapin at saan.”
In promotion, they must develop a concrete strategy to fit into the festival. While
in advertising, they should include interesting activities or new products to catch the
attention, taste and preferences of the people. Mr. Lemuel Lobederio added that:
“Ayun nga ‘di ba kahit na nagsisimula na iyong Singkaban patuloy pa din
‘yung pag po-promote nang Singkaban ang kaso lang siguro nagkukulang
din kami kasi ‘di nila masyadong naiintindihan kung para saan nga ba
yung Singkaban”
In marketing, the management group can join different festivals that were held in
other parts of Central Luzon to introduce it more and also to persuade the local residents.
If they promote the Singkaban Festival with the help of other prestigious festivals in the
Philippines, it will be an edge for the Singkaban Festival to be well-known not only in the
Philippines but also to other neighboring countries.
Lack of Resources. Every celebration of the Singkaban Festival, the management
always face the problem of lack of resources such as facilities, staff and accommodation.

68
It is because they don’t know if there will be a higher number of visitors this year and
they thought that the resources that they provided were enough. This was supported by
the statement of Mr. Lemuel Lobederio:
“’Di ba kapag ka nagsisimula na’ yung Singkaban before ‘nun syempre
habang nag pa-planning nang Singkaban enough naman ‘yung staff kaso
sa araw mismo nang selebrasyon e nagkukulang na tapos ‘yung sa mga
hotel naman ‘di naman kasi inaasahan nang management na ganoon
kadami yung turistang darating.”
The management estimates the number of visitors that may come during the
celebration of the festival so they can assess if the facilities like accommodation and staff
are enough to accommodate the visitors. But still, it was just estimation. In result, the
management still lack of local facilities that can accommodate the visitors.
Lack of Motivation. Supposedly, the Singkaban Festival must be composed of
the local residents of Malolos because it is the host community of the festival. In a
separate interview with Mr. Lemuel Lobederio, he mentioned that:
“Siguro isa sa problema kapag nagsisimula na ‘yung Singkaban is ‘yung
lack of motivation ng mga tao na pumunta sa Singkaban. Kasi kahit dito
ginaganap ‘yung Singkaban but still madami pa ding mamamayan ng
Malolos ang ‘di nakiki-isa sa pag-cecelebrate.”

69
The management group was not able to motivate the local residents of the City of
Malolos to go and enjoy the Singkaban Festival. It was because they lack good promotion
strategy to promote the Singkaban Festival well. It was also supported by Dr. Eliseo de la
Cruz. He said that:
“Sa mga local residents hindi ganoon kadali na anyayahan silang
makilahok sa festival. Kasi kahit mahilig ‘yung mga taga-Malolos sa mga
ganyang events. Pero parang ‘di pumapatok sa kanila yung mga
programs ng Singkaban.”
The programs and activities of the Singkaban Festival did not reach the demands
and trends. In the end, the local residents were not convinced to attend and participate
during the festival’s celebration.
Challenges during the celebration of the Singkaban Festival

The management group also encountered few problems during the celebration.
The visitors that will encounter these kinds of challenges might be discouraged to attend
and visit the next celebration of the festival.
Risks in BUFFEX. Celebrating the festival entails benefits and risks too. Risk is
a problem of the management group of the Singkaban Festival. In an interview with the
Department Head of Bulacan Chamber of Commerce and Industry (BCCI), Ms. Nani
Mallari, she stated that:

70
“Iyong risk na kung bebenta ‘yung mga products na ibebenta naming at
saka noong ibang businesses. Nagtatake din sila ng risk kung bebenta ba
sila kung isasabay nila sa celebration nang Singkaban.”
The department which handles the BUFFEX had a difficulty in analyzing whether
the products that were offered in Bulacan Food Fair Expo will be purchased by the
consumers.
Promotion of culture and products. The management also faced the problem of
how they will promote the rich culture and the locally-produced products of Bulacan.
According to an interview with Mr. Eugenio Payongayong, he stated that:
“’Yung culture and products, ‘yun din kasi issue mahirap magpromote
nang culture and products kung ‘di interesado yung mga tao. Alam
naman natin na iba’t iba ang kagustuhan ng mga tao. At mahirap din
humanap nang mga programa na mai-promote yung kultura at mga
produkto na mayroon tayo dito sa Bulacan.”
The promotion of the products and culture of the province was also one of the
many problems that the management group of the Singkaban Festival and Provincial
Government of Bulacan faced. The management is having trouble on how they will
promote the culture and products of Bulacan. This problem includes the difficulty in
choosing of activities and programs. Mr. Payongayong stressed that:
“Magkakakonekta yan e para ‘di masayang ‘yung fund dapat mag-isip ng
tamang programs .E hindi naman ganoon kadali umisip ng mga programa
dahil maraming factors na dapat i-consider yung mga organizers natin.”

71
It is concluded that there is difficulty in choosing the right programs can be an
area for improvement of the management group of the Singkaban Festival in promoting
the rich culture and traditions, and the locally-produced products in the whole province of
Bulacan.
Environmental Problems. Mr. Lobederio said that:
“’Di naman natin maiiwasan na magkaroon nang kalat during the
festival. Ang pagkukulang namin noong mga nakaraang selebrasyon e
‘yung waste management.”
Garbage disposal is one of the main problems that the organizers and management
group face during the Singkaban Festival. Dr. de la Cruz also supported that:
“’Yung sa basura. Pero kasama ‘yun sa problems kasi ‘yung mga
mababait nating bisita nahuhulog ‘yung mga kalat. At wala na sila
ngayong paki-alam kung nagkakalat ba sila.”
As the programs and activities of the Singkaban Festival began visitors are
starting to come on the events place. And as the visitors increase, the amount of waste
also increases.
Course of Action taken to address the identified challenges
After the management of the Singkaban Festival mentioned all the challenges
faced by the management before and during the festival, the researchers asked the
management on the course of action they took to address the identified challenges.

72
Course of action taken for challenges before the celebration of the Singkaban
Festival
The management group and organizers of the Singkaban Festival took some
course of action to solve challenges encountered before the celebration of the festival.
Adjustment towards what is in demand. The management of the Singkaban
Festival are adjusting to what is the trend. It was supported by Mr. Lobederio stated that:
“Every year nag-aadjust ang management at organizers ng Singkaban
para sa mga gusto at kung ano yung trend. Adjusting lamang ang
ginagawa namin.”
They devise the programs according to what is in to attract both residents and
visitors. Dr. de la Cruz added:
“’Di ba nagiiba ang trend at kasunuran niyan ‘yung sa demand ng mga
bisita natin. Kami sinisiguro namin na ‘yung mga programa namin ay
naiiba sa mga nakakaraang selebrasyon.”
The management creates different programs and strategies to minimize the effect
of the challenges in the actual celebration. In result, the number of visitors constantly
increase because of the improvement of the programs and activities.
Solicitation and lobbying of Sponsors. The management sought sponsors who
will support and help them in the expenses and promotion of the festival. In an interview
with Dr. de la Cruz, he stated that:

73
“Sa iba siguro malaki na yung fund na 2 million pero sa ganito kalaking
pista e di kakasya iyan kung ‘di kami hahanap ng mga sponsors na
tutulong sa mga gastos.”
With the help of the sponsors, the management lessens their expenses in terms of
tarpaulins and fliers. These sponsors also help the management in promoting the festival
because of the paraphernalia scattered all over the province of Bulacan and in other
neighboring places.
In addition, the management convince the sponsors by stating the advantages
resulting from cooperation with the organizers and management of the Singkaban
Festival. The previous statement was supported by Mr. Eliseo de la Cruz, he stated that:
"What we do is we encourage them kasi hindi lang naman ‘yung festival
ang magbebenefit pati din naman sila. ‘Yung sponsors na iyan tumutulong
sa pagpo-promote ng festival and they give extra funds, in return,
mapopromote naman ng festival ‘yung brand name nila at saka kikita din
sila."
The willingness of sponsors is a win-win scenario. Festival organizers look for
sponsors that will support them in terms of promotion. As an advantage of sponsors, in
promoting the festival, the festivals get to promote the sponsors' brand image or name.
Festivals give consumers' awareness of the sponsors' brand image or name. As a result,
the sponsors will gain more clients or consumers that can generate more profit/sales.

74
With these advantages that they can get from the festival, sponsors become willing to
support a festival.
Encouragement of participating businesses in Trade Fair. PCEDO solved the
difficulty in encouraging the trade fair participants by emphasizing opportunities like
increased income and product promotion. As supported by Ms. Cythia Abiol, she stated
that:
"Encourage lamang kami nang encourage sa kanila. Pag nakita nilang
okay naman kapag sumali sa trade fair e sasali naman sila. Kikita at
kikita naman sila pag nag-join sila, makikilala din ng iba yung products
and services na inooffer nila."
In dealing with businesses that will join the trade fair, the management always
encourage them. Same as the sponsors of the Singkaban Festival, businesses have the
advantages in joining the trade fair. If they exhibit their products and services on the trade
fair, they will gain profit and increased sales from visitors attending the trade fair. Aside
from the profit businesses can get, the visitors will also acknowledge their products and
services especially the business' name.
Invitation of Guests. In solution with the difficulty in inviting guests, the
organizers of the festival make sure that they are ready with a back-up plan whenever
there is an emergency. Dr. de la Cruz stated that:
"Pero sa mga ganyang pangyayari kailangan talaga ng back-up plan for
example ‘yung ininvite naming singer hindi makakarating or may

75
emergency, mga ganoong pangyayari. We have back-up plan na hindi
naman magcocost ng malaki. Minsan ang tutugtog na lang e yung
talagang suki na ng Singkaban."
Uneventful circumstances cannot be avoided in a festival. As stated above, the
organizers formulate back-up plans in case invited guests are unable to show up in the
event. Dr. Eliseo de la Cruz stated that with these back-up plans, they only use a small
portion of the fund in organizing such.
Proper Allocation of funds. The Provincial Government of Bulacan is allotting
funds to improve the resources like accommodation, facilities and staffs. As supported by
Mr. Payongayong, he stated that:
"Dapat hindi masayang ‘yung ibibigay na fund sa organizers, dahil nga
hindi siya income generating dapat i-isip ‘yung mga nagpaplano ng
paraan para hindi masayang yung alloted fund. Para di masayang yung
fund dapat mag-isip ng tamang programs. E hindi naman ganung
kadaling umisip ng mga programa dahil maraming factors na dapat i-
consider."
In order to manage the allotted fund, the organizers look for programs that will fit
the fund. However, looking for programs is a difficult task for the organizers. They
consider different factors before planning the program, one of them is finding a program
that will not cost them too much without sacrificing the visitors’ interest.

76
Relentless promotion and improvement of marketing and advertising
strategies. The management kept on promoting the Singkaban Festival by means of
television channels, Radyo Bulacan and social media sites to attract more visitors, local
and/or foreign. As stated by Mr. De la Cruz:
“Sa pagmamarket at pagpapakilala nung Singkaban Festival sa tao
kailangan mo din sundan ‘yung hiling ng tao para maging effective. Para
mas tangkilikin ng tao ‘di lamang ‘yung mismong festival pero pati yung
mga programs, activities and products na ino-offer during Singkaban.
Satulong din ng social media, radyo nang Bulacan at television channels
nakakapanghikayat tayo nang bisita.”
The management of the Singkaban Festival assured that every celebration are
bound with new strategies on marketing and introducing the festival to the residents and
visitors.
In addition, the organizers of the festival improve their way of promoting the
Singkaban Festival to the local people. They create unique activities and programs so that
the people will be encouraged to join and participate in the festival’s celebration. As
supported by the statement of Mr. Lobederio:
“Kailangan mayroong mga bagong technique kami na maiisip every year
para mahikayat o mamotivate ‘yung mga tao na magparticipate sa
festival,hindi naman kasi lagi e ginugusto nilang mag join lalo na kapag
di nila gusto ‘yung mga ganap sa pista natin.”

77
Convincing and motivating the locals with new strategies and trends were the
actions taken by the management to motivate residents to take part in the festival’s
celebration.
Estimation of Visitors in accordance with hotel accommodations and local
facilities. The management of the Singkaban Festival always make sure that they
improve the facilities and accommodation before the celebration of the festival, so that
the visitors will be comfortable in their stay. Like what Mr. Lobederio said:
“Para masigurado naming na enough ‘yung resources na meron kami
during the Singkaban e ini-estimate naming yung number of visitors na
pupunta sa festival, naga-allot kami ng sobra dun sa estimated number of
visitors.”
The management of the festival prepare more accommodation, staff and local
facilities from their estimated number of visitors. In case the visitors exceed the expected
number, there are still enough resources available to compensate the unexpected influx.
Course of action taken for challenges during the celebration of the Singkaban
Festival
The management group and organizers of the Singkaban Festival took some
course of action to solve the challenges during the celebration of the festival.
Taking risks in BUFFEX. Risks can’t be eliminated in business. The
management addressed this by creating strategies on how to attract the visitors to buy the

78
products. Ms. Nani Mallari stated that:
“Sa isang business di mawawala ‘yung mga what ifs nang negosyante.
Paano kung di bumenta, paano kung di tangkilikin at madami pang
paano. Iyan ang sinasabi naming sa mga exhibitors namin sa BUFFEX na
kailangan mag take ng risks para malaman kung ano mangyayare.”
Risks are taken whether they may or may not affect the organization (Ennouri,
2013). Like in festivals, exhibitors in BUFFEX take risks and set aside the damage they
can bring to events. Risks are uncertain events or circumstances that decision-makers, in
this case, the organizers of the festival, take to achieve their objectives.
Ensuring the promotion of Culture and Products. In an interview with Mr.
Payongayong, he states that:
“Nireresolba namin iyang problema na pag pro-promote ng kultura at
produkto natin sa pamamagitan ng sinisigurado namin na ‘yung mga
programa at activities namin ay napo-promote ‘yung rich culture na
mayroon tayo at mga maipagmamalaking produkto na specialties natin sa
Bulacan.”
Singkaban Festival helps a lot in promoting Bulacan’s culture and products. The
management makes sure that some of the programs and activities of the Singkaban
Festival highlights the products and culture of the whole province. In result, the
promotion of culture and products of the province of Bulacan are well promoted because
of the strategies made by the management group of the festival.

79
Enforcing and assigning maintenance personnels to ensure cleanliness. The
management makes sure that there are street sweepers and trash bins all around the area
where the Singkaban Festival’s activities take place. As said by Dr. de la Cruz:
“Sa pagpre-prepare pa lamang hanggang sa mismong okasyon ng
Singkaban mayroon na kaming mga utilities and street sweeper na ina-
assign sa bawat lugar na pagdadausan ng programs and activities ng
Singkaban para maiwasan ‘yung madaming basura.”
The management makes sure that there are enough utility personnels to clean and
maintain the cleanliness of every place where the programs and activities are held. This is
also to assure that the visitors will come back and patronize next celebration because of
the systematic procedures taken by organizers to keep cleanliness and orderliness within
the duration of the festival.

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CHAPTER V
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings, conclusions and recommendation.
Summary of Findings
The major findings of the study can be summarized as follows:
1. Based on the gathered data by the researchers, the following results are found.
1.1 Duration. The Singkaban Festival is a month-long festival that starts as early
as the 15th of August.
1.2 Promotion. The festival was promoted using the World Wide Web, radio,
television channels and flyers.
1.3 Sponsorship. The nature of the sponsorship is X-Deals. They only provide
tarpaulins and fliers with their product or company branding as an advertisement.
1.4 Number of participating municipalities and cities. The whole province of
Bulacan, 21 municipalities and 3 component cities, annually participates in the
celebration of the Singkaban Festival.
1.5 Government expenditures. The allotted fund for the preparation and
celebration of the Singkaban Festival from year 2014 up to 2016 was ₱2,000,000.00.
1.6 Economic activities. There are two types of economic activities namely

81
income generating and not income generating.
1.7 Average festival income. The local government of the City of Malolos did
not gain income from the festival but the residents did earn income because of the festival
consequently.
2. One hundred local residents of Malolos are asked about their perceptions on the
contributions of the Singkaban Festival.
2.1 With a grand weighted mean of 4.16, the respondents agree and believe that
the Singkaban Festival contributes to the local economy.
2.2 With a grand weighted mean of 4.23, the respondents strongly agree that the
Singkaban Festival contributes to the tourism industry.
3. The challenges encountered by the management group of Singkaban Festival before
the celebration were trends, demands of visitors, willingness of sponsors, encouraging
businesses to participate in trade fair, inviting guests, allocation of funds, marketing and
publicity, lack of resources, funds and motivation. In addition, the challenges during the
festival’s celebration were risks in BUFFEX, promotion of culture and products, and
environmental problems.
4. Different challenges faced before the culmination were solved with the help of the
improved strategies and techniques those were adjustment towards what is in demand,
solicitation from sponsors, lobbying of sponsors, encouragement of participating
businesses in trade fair, invitation of guests, relentless promotion and improvement of
marketing and advertising strategies, estimation of visitors in accordance with the hotel
accommodations and local facilities. On the other hand, challenges faced during the

82
festival’s celebration were solved by taking risks in BUFFEX, ensuring the promotion of
culture and products, and enforcing maintenance personnels to ensure cleanliness.
Conclusions
Based on the findings of the study, the following conclusions were drawn:
1. Having the data discussed, analyzed and interpreted, the profile of the Singkaban
Festival turned out as well. The duration of the festival is enough to celebrate the
Singkaban Festival with the sponsors to advertise and promote it. Though having limited
sources and minimal problems before and during, the event always went successfully. As
concluded, the duration can be extended if the budget will increase. Promotion of the
festival is still not enough to spread it. Recommendations are made to remediate these
concerns.
2. The Singkaban Festival do contribute to the local economy as perceived by the
respondents. But due to lack of documents and studies, the proof of its contribution is still
vague. As for the tourism industry, being the main focus of the festival, number of
visitors every year increases as well as the income of businesses around, as perceived by
the respondents.
3. Different challenges are encountered every year. These are mostly financial,
environmental, and promotional issues.

83
4. Challenges which were enumerated previously are evident on the past years, but the
management took actions to address those. As concluded, the actions are mainly
proactive. Providing action even before it happens.
Recommendations
This part is composed of the recommendations suggested by the researchers to
attain the broad intention and the general purpose of the study.
Based on the findings of the study, the researchers recommend that:
1. The local government units should focus on promoting and helping the Singkaban
Festival so that the local community will recognize and patronize it more as one of the
most important parts of the tourism industry. The organizers should be able to sustain the
celebration of the Singkaban Festival by incorporating innovative ideas and activities in
the coming years. Awareness among the youth should be in the forefront as they would
be the heirs of the cultural traditions and practices that had been revived and enriched in
the locality.
2. Since the local government has no/limited available data and that there are no previous
studies which have been done on the Singkaban Festival, the researchers recommend the
province of Bulacan to conduct a yearly evaluation of the festival to document significant
data which can be used for further studies. The purpose of which is to be able to identify
the festival’s areas of strengths and weaknesses so that all the stakeholders can highlight

84
these strengths and use them to the advantage of the locality and to be able to work on the
weaknesses which were specified in this study.
3. The Government should strengthen old policies and create new policies that can help
the celebration of the festival be successful. There should be an aggressive campaign on
the disposal of garbage and the maintenance of sanitation during the celebration of the
festival as part of its promotion to visitors.
4. The management should further improve the organization of the celebration of the
Singkaban Festival to avoid challenges that are identified in the study, it generates
expenses much in terms of budget; thus affecting significantly the local economy of the
said area.
5. The researchers suggest that future researchers dwell more on those innovations to
preserve our cultural heritage – festivals.

85
APPENDICES

86
September 3, 2016
Mr. Warren H. Francisco
Instructor, College of Social Sciences and Philosophy
Bulacan State University
Dear Mr. Francisco;
Warm Greetings!
We, senior students of Bachelor of Science in Management Economics of Bulacan State
University are currently writing our thesis on the concept of “Arkong Kawayan:
Singkaban Festival as booster of Local Economy and Tourism Industry of the City
of Malolos” as part of the course requirements in Management Economics 423 course
(Thesis).
In this connection, we are humbly requesting you to be our thesis adviser on the said
study? Your expertise and educational background will surely be a help in the completion
of this academic requirement. Hoping that this request will be given ample consideration.
Thank you and more power!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela Delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:
Mr. Bobby DG. Lopez

Research Instructor

87
November 26, 2016
Mr. John Pius Mailes Donado

Dear Mr. Donado;
Warm Greetings!
We are 4th year Management Economics students and are currently writing our thesis on
the concept of “Arkong Kawayan: Singkaban Festival as booster of Local Economy
and Tourism Industry of the City of Malolos”.
This semester, we are about to start gathering data for our study. To enable this, we are
humbly requesting your expertise for the validation of our semi-structured interview
guide. Your participation is of great importance to our academic endeavor and will be
highly appreciated. We are looking forward to your positive response. Thank you very
much!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:
Mr. Bobby DG. Lopez Mr. Warren H. Francisco

Research Instructor Thesis Adviser

88
November 26, 2016
Mr. Erwin James A. Dela Cruz

Dear Mr. Dela Cruz;
Warm Greetings!
much!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


89
November 26, 2016
Mr. Ryan Estrella

Instructor, College of Business Administration
Dear Mr. Estrella;
Warm Greetings!
much!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


90
CERTIFICATION
This is to certify that the semi-structured interview guide for the undergraduate
study entitled “Arkong Kawayan: Singkaban Festival as Booster of Local Economy and
Tourism Industry of the City of Malolos” formulated by a group of students from
Management Economics Section 4C had been reviewed and analyzed to improve it as an
instrument that can be used by the researchers.
Issued this ____ day of ______________, 2016 in Bulacan State University of the
Mr. Ryan Estrella

Instructor-College of Business Administration

91
CERTIFICATION
Mr. John Pius Mailes Donado

Instructor-College of Social Sciences and Philosophy

92
CERTIFICATION
Mr. Erwin James A. Dela Cruz

Instructor-College of Social Sciences and Philosophy

93
April 11, 2017
Ms. Cynthia P. Abiol

Department Head-PCEDO
City of Malolos, Bulacan
Dear Ms. Abiol;
Greetings!
The undersigned are students of Bachelor of Science in Management Economics of the
College of Social Sciences and Philosophy. We are presently writing our thesis entitled
“Arkong Kawayan: Singkaban Festial as booster of Local Economy and Tourism
Industry of the City of Malolos” to comply with our course requirements in
Management Economics 423 (Thesis).
In line with this, may we request you to give us the generated income of the trade fair
from year 2014-2016. Because trade fair is in line with the celebration of Singkaban
festival and it is one of the income generator programs of the festival. And the list of the
exhibitors for us to know if the exhibitors of the trade fair are from the City of Malolos
only. We are looking forward for your most positive response toward this request. Thank
you and more power!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:
Mr. Bobby D.G. Lopez Mr. Warren H. Francisco


94
April 11, 2017
Mr. Eugenio Payongayong

Department Head-Provincial Administrator’s Office
Dear Mr. Payongayong;
Greetings!
In line with this, may we invite you as participants for our research undertaking? You
will be asked to enumerate challenges that the management group of Singkaban Festival
face before and during the actual celebration, and course of action taken to solve it. There
are no anticipated risks or discomforts related to this research. The information gathered
will be treated with utmost confidentiality. Rest assured that only the researchers will
have the access to the data gathered. We are looking forward for your most positive
response toward this request. Thank you and more power!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


95
April 11, 2017
Mr. Eugenio Payongayong

Department Head-Provincial Administrators Office
Dear Mr. Payongayong;
Greetings!
In line with this, may we request you to give us the nature of sponsorship that gives to the
Singkaban Festival if it is monetary or X-deals, itinerary of Singkaban Festival, allotted
funds and number of municipalities and cities that participated in the festival.
We are looking forward for your most positive response toward this request. Thank you
and more power!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


96
April 11, 2017
Mr. Eliseo de la Cruz

Department Head-PHACTO
Dear Mr. de la Cruz;
Greetings!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


97
April 11, 2017
Ms. Nani Mallari

Department Head-BCCI
Dear Ms. Mallari;
Greetings!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


98
April 11, 2017
Ms. Cythia P. Abiol

Department Head-PCEDO
Dear Ms. Abiol;
Greetings!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


99
April 11, 2017
Mr. Lemuel Lobederio

Project and Development Officer-PHACTO
Dear Mr. Lobederio;
Greetings!
Very truly yours,

Jaslynne Joy Ciscar
Angelica Santiago
Angela delos Santos
Bea Janelle Gomez
Janseen Mae Vistan
Noted by:


100
CERTIFICATE OF EDITING AND PROOFREADING
This is to certify that the thesis entitled “Arkong Kawayan: Singkaban Festival as
Booster of Local Economy and Tourism Industry of the City of Malolos” prepared and
successfully defended by Jaslynne Joy N. Ciscar, Angela C. Delos Santos, Janseen Mae
E. Vistan, Bea Janelle B. Gomez and Angelica A. Santiago, in partial fulfilment of the
requirements for the degree of Bachelor of Science in Management Economics, has been
cited for coherence, organization and correct language structure.
This certification is hereby issued upon the request of the said researchers as
proof that the above cited thesis had undergone the required language editing.
MR. KARL VINCENT C. VILLARICO
Faculty Member, Junior High School Department
Holy Spirit Academy of Malolos
Date: ____________________________

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SURVEY INSTRUMENT
Dear Respondent:
This survey is intended to determine how the Singkaban Festival had given
impact to various groups of people. Please write your honest opinion about the festival.
Responses will be held with strict confidentiality. Thank you for your cooperation.
1.) Perceptions of the Singkaban Festival’s contribution on the local economy. Please
check.
1. The Festival Leads to an

Strongly Not Strongly
Increase in the economic activity Agree Disagree
Agree Sure Disagree
in the City of Malolos, Bulacan
1.1 Increase in income in the hotel

and restaurant industry
1.2 Current and New Businesses
support the festival
1.3 Income opportunities are
provided for the residents
1.4 Generates job opportunities
for local citizens
2. Expansion and improvement of Strongly Not Strongly

Agree Disagree
local products and services Agree Sure Disagree
2.1 Increase in the sales of local

products and services
2.2 The festival serves as a venue to

102
showcase of local products
2.3 Increase in the investments for

locally-produced products
3. The Singkaban Festival

generates higher income and Strongly Not Strongly
Agree Disagree
enjoyment of more benefits to the Agree Sure Disagree
people in the city
3.1 Many local businesses have
increased sales and capital because
of the festival
3.2 Entrepreneurs earn more
during the actual celebration
3.3 Hotels and restaurants have
increased their income during the
actual celebration of the festival
3.4 Influx of tourists have increased
demand for accommodation, local
products and food services
2. Perceptions of the Singkaban Festival’s contributions on the tourism industry of the
City of Malolos, Bulacan. Please check.
The Singkaban Festival leads to

the development of the tourism Strongly Not Strongly
Agree Disagree
industry by attracting visitors to Agree Sure Disagree
the city

103
2.1 Increase on the variety of

entertainment in the municipality
because of the festival.
2.2 Improvement in the

infrastructures and local facilities
during the festival
2.3 The festival is good for

promoting Malolos as a center of
tourism
2.4 Tourism office coordinates with

the Department of Tourism to
promote the festival
2.5 The organizers of the festival

uses the World Wide Web to
promote the festival to other people
2.6 The festival brings tourist to

Malolos
2.7 The organizers of the festival

make sure that there are enough
facilities to accommodate the
tourists during the festival
2.8 The festival is a venue for the

people of Malolos to showcase their
talents as a means of entertaining
the tourists

104
Semi-structured Interview Guide Questions
I. Personal Profile
Name:
Position:
II. Singkaban Festival
1. What is/are the objectives/s of the Singkaban Festival?
2. Where did the fund for the Singkaban Festival come from?
3. Where does the generated income from the Singkaban Festival go?
III. Challenges
1. What are the common challenges that the management faced before and
during the celebration of the Singkaban Festival?
2. How did the management handle these challenges?

105
Proposed Measures to Improve the Conduct of
Singkaban Festival
Introduction
Singkaban Festival is a provincial-wide celebration that is not only a celebration
of the rich history and art of Bulacan, but also an emulation of its special products and
services. The festival indirectly serves as a way to boost the local tourism industry and
stimulate the local economy. Due to this, the provincial government aims to make
Singkaban a grand celebration that could compete with other popular celebrations
throughout the country such as the Panagbenga Festival of Baguio City and the Ati-
Atihan Festival of Kalibo, Aklan.
The past few years saw an increase in the participants during this celebration.
Although most of which are local spectators, as estimated by the Provincial
Administrator’s (PA’s) Office, number of local and foreign tourists are also increasing
noticeably. Additional manpower and more activities are needed in order to cater their
needs and make their travel a worthwhile experience. PA’s Office, in order to deliver this
agenda, regularly asks the provincial government with large funds; the latest figure being
two million pesos (₱2,000,000.00). This figure is not enough to cover all the planned
activities and augmented by the corporate sponsors such as Globe, Manila Bulletin,
Jollibee and Stevia Farm. Even though this is the case, the collected amount is not
enough and the provincial government are sometimes forced to further augment the
budget deficit a few days before or even during the week-long celebration.

106
Some measures were made throughout the years, such as different cities and
municipalities helping with the costs by livening up the cultural activities with their
representatives. Cost is shouldered by the concerned local government units. City of
Malolos as the site of the Bulacan Capitol Ground and where most of the activities are
observed; usually cop additional funds to finance the overtime pay of traffic enforcers
and social workers. The researchers at this juncture offer their suggested measures in
order to resolve some of the issues and problems they have assessed.
The following proposed measures were formulated in order to improve the
conduct of the Singkaban Festival. Although the Singkaban festival significantly
stimulates the local economy, the researchers found that the large expenditure could be
lessened or could be made more efficient by collaborating with additional sponsors and
private entities. The findings also show that the local government units could further
stimulate the market having the local residents partake in the celebration either as a
tourist or as a consumer.
Objectives
The proposed measures aim to address the following issues by developing
actions:
1. To improve the provincial government’s knowledge with regards to current trends
significant to the establishment of the Singkaban Festival.
2. To develop a way in order to augment the meager funds.
3. To develop a feasible way of allocating the funds properly.

107
4. To improve the willingness of sponsors to collaborate with the provincial
government during the culmination of the Singkaban Festival.
5. To increase the number of businesses that participates during the trade fair.
6. To find a way to increase the number of popular guests that could entertain and
increase the number of spectators.
7. To find whether the invested money of the provincial government has achieved its
purpose of promoting the rich culture and tradition of Bulacan.
8. To improve the waste disposal and environmental procedures during the
Singkaban Festival.
Proposed Action and Collaboration of Stakeholders
The success or failure of the Singkaban Festival is due to and will affect some of
the stakeholders. For this reason, it is important for stakeholders to employ actions and
strategies that could significantly improve the celebration of the Singkaban Festival.
Notwithstanding that their actions must harmonize the actions of other stakeholders in
order to reduce redundancy.
Local Government Units of Bulacan
1. Local Government Units of Bulacan could collaborate with local organizations
such as the Bulacan Chamber of Commerce in order to increase the local
economic activity during the duration of Singkaban.

108
2. Instead of spending a significant amount in promoting the event, they could
instead collaborate with private entities, corporations and media. They would not
incur cost and would even have a professionally-made promotional campaign.
3. Find sponsors for each activity in order to lessen government expenditures.
Sponsors may include notable politicians or business entities. It is important to
make the festival a success but money could be secondary if there is proper
planning, finding sponsors and collaboration with different entities.
Management of Singkaban Festival
1. Management of Singkaban Festival does not need famous acts to make the
festival a success. They could collaborate with media organizations, artist
management companies or find local artists that are willing to perform pro bono.
2. Increase the number of ceremonies and properly control its schedule in order to
have a smooth transition and lessen the foot and vehicle traffic in the vicinity of
the venue.
Corporate Sponsors
1. Corporate sponsors should only allocate money for promotional or sponsorship
according to the number of expected tourists and spectators. In hindsight, this
could only be seen as an unneeded cost but in reality, they receive higher number
of spectators per every peso spent.

109
2. Corporate sponsors should choose events that are popular and collaborate with the
management of the Singkaban Festival. Review of this sponsorship should also be
done annually in order to figure out whether their benefit from such sponsorship
exceeds the cost incurred.
Local Businesses
1. Established businesses could assemble kiosks in locations with expected large
number of tourists such as Bulacan Capitol Grounds, Bulacan Sports Convention
and Malolos City Sports Convention.
2. Planning ahead of time and making sure that there is enough supply for the
proposed product or service that will be done during Singkaban. Unique products
or services could also increase the number of tourists that would patronize them.
Selling consumer goods such as mineral water and flavored beverages is
recommendable.
Local Residents
1. Local residents could inquire to the Public Employment Service Office of
Bulacan if there are job orders in preparation for the Singkaban Festival that they
could take part in, especially new graduates that are unemployed.
2. They could showcase their talents and innate abilities by joining activities in
which they excel. Dancers could join Street Dancing for additional income while

110
business-minded individuals could launch their business with only meager capital
but ingenious product or service idea.
Proposed Action Plan
This proposed action plan aims to improve the conduct of the program.
Involved
Issues Proposed Actions Objectives Conduct
(LGUs)
Current PHACTO to To improve the PHACTO  Create a research

Trends conduct a market provincial design with the
study at least 4 government’s Provincial aim of associating
months prior the knowledge with Administrator the current trends
Singkaban regards to current in the conduct of
Festival trends that is Singkaban Singkaban
significant to the Festival Council Festival without
establishment of alienating its
Singkaban Festival. primary purpose.
 Conduct a market
study.
 Analyze the result
of the market
study.
 Report the
findings to the
Singkaban
Festival Council
who would then
made the program
with the following
findings as
benchmark.
Funding Find local and To develop a way in PHACTO  PHACTO to

national order to augment create individual
organizations and the meager funds. Provincial proposals and
companies to Administrator proposed activities
sponsor specific To develop a at least four
activities or give feasible way of Accounting months prior the
additional allocating the funds Office Singkaban
funding. properly. Festival.
Singkaban
 Accounting Office
Festival Council
to audit the said
activities
(especially the
essential ones that
tackles in culture

111
and tradition) and

allocate the budget
properly.
 After the available
fund of
P2,000,000 runs
out, some of the
activities will be
flagged red.
 PHACTO and the
Singkaban
Festival Council
would then find
sponsors for
activities without
budget.
 The sponsors
sought are usually
those that have a
relation to the
activities, i.e.
Adidas for Fun
Run prices,
Cosmetics for
Lakan and
Lakambining
Bulacan.
Willingness Create a concrete To improve the PHACTO  Concerned offices

of Sponsors proposal willingness of should have a
regarding sponsors to Provincial detailed report
Singkaban collaborate with the Administrator regarding the
Festival provincial trend of number of
government during Legal Head of spectators and
the conduct of Bulacan tourists during the
Singkaban Festival. Provincial past five-years of
Capitol Singkaban
Festival.
Representatives
 Specific activities
of Prospective
could be
Sponsors
suggested to
prospective
sponsors.
 Meeting between
PHACTO and
representatives of
prospective
sponsors to
discuss the
coverage of
sponsorship.

112
 Drafting a
Memorandum of
Agreement by the
legal office of
prospective
sponsors.
 Review of the
Memorandum of
Agreements by the
Head of Legal
Department of
Bulacan
Provincial Capitol.
 Application of
changes if there is
any. Signing and
receiving of funds
or item promised
during the
aforementioned
date in the
Memorandum of
Agreement.
Encouraging Offer available To increase the PHACTO  PHACTO to

businesses to commercial number of request for
participate in spaces that could businesses that are Provincial available
trade fair be used by small participating during Administrator commercial
businesses trade fair. spaces to be
Bulacan opened during the
Chamber of Festival.
Commerce  PHACTO to
collaborate with
Colleges and
Bulacan Chamber
Universities
of Commerce in
offering
marketing the
Marketing and
trade fair to its
Entrepreneurshi
members.
p courses
 PHACTO to
contact previous
businesses that has
participated in
trade fair.
 PHACTO to
coordinate with
local business
schools if their
school or their
business
organizations
wanted to partake

113
in the trade fair.
Inviting Contact media- To find a way to Provincial  All sponsors will

guests related sponsors increase the number Governor’s promote their
such as Manila of popular guests Office brand during the
Bulletin and that could perform most popular part
Globe and increase the PHACTO of the celebration
number of which is the
spectators. Singkaban ending of
Festival Council Singkaban
Festival and
Corporate
during the Lakan
Sponsors
at Lakambining
Bulacan.
 Additional guests
could be
requested,
especially if they
are residing in
Bulacan. The
council along with
the governor could
write them in
order to show the
importance of the
request.
 Upcoming stars
could also be
asked to perform
pro bono with the
promise that they
could promote
their paid events
during their
appearance.
Promotion of Promoting To find whether the PHACTO  PHACTO to

Culture and Bulacan’s culture invested money of cordially invite all
Products and tradition by the provincial Participating municipalities and
showcasing government has Municipalities cities to partake in
individuality of achieved its purpose and Cities the celebration of
culture and of promoting the Singkaban
tradition of each rich culture and Festival by
municipalities and tradition of showcasing their
cities Bulacan. local culture,
products and
traditions.
 Each municipality
and city to present
their own
presentation to

114
show their
respective rich
history. Letting
pictures and
cultural
presentations to
speak for
themselves and let
the spectators
learn through eye-
catching
imageries.
 Each national high
school, state
college and
prestigious
university to
present their
talented students
that could earn the
respect of
everybody and
showcase the rich
history of
Bulacan.
Environment Collaboration To improve the City Hall of  Provincial Council

al Problems with City of waste disposal and Malolos of Bulacan or the
Malolos’ local environmental Singkaban
government unit procedures during Provincial Festival Council
in maintaining Singkaban Festival. Council of to specifically
cleanliness and Bulacan request the City
orderliness Hall of Malolos to
PHACTO provide additional
manpower to
maintain the
cleanliness and
orderliness in the
area.
 PHACTO to
provide the local
government of
City of Malolos
with the timetable
of the activities in
order for them to
respond properly
and efficiently.

115
Income of the Regional Trade Fair Participants in Pesos(2015)
PROVINCE NAME OF EXHIBITORS TOTAL SALES
1. Aurora Terons Yummy sweet & Snacks 39,190.00
2. Bataan Emers 2,760.00
Graciello’s Cashew Nuts 52,520.00
Beakris 43,640.00
Pilar RIC 17,050.00
Herrera Araro Cookies 8,700.00
San Roque Food Products 5,865.00
Bagackeno 62,230.00
Five Bros Bakery 6,025.00
Kabaka Kropek 8,800.00
Aries Aquamarine Products 47,200.00
Amanda’s Marine Products 54,410.00
Mabatang Broom Maker & Vendor

16,787.00
Association
Danneth’s Slider 12,200.00
Khalima Handicrafts & Souvenirs 8,100.00
AHDS Food Products 14,905.00
SUB TOTAL: 361,192.00
3. Bulacan MCDO Marilao 68,125.00
LGU – DRT 11,746.00
LGU – Baliuag 17,129.00
LGU – CSJDM 16,120.00
LGU – Sta. Maria 74,965.00
LGU – Plaridel 51,022.00
Franbel Native Products 84,530.00
FNB Crafts 14,325.00

116
Adorza Handicraft 15,100.00
Mumunting Bagay Arts & Crafts 39,000.00
Merr-C Society of the Word

8,261.00
Foundation
Buntal Classic Enterprises 18,135.00
Okey na Okoy 44,000.00
Olivares Organic & Natural Products 39,335.00
Jedidah Food Industry 34,281.00
Eurobake 46,355.00
Beadatoh Bead Craft 42,160.00
Uni-Art Home Decors & Furnitures 92,565.00
Sheila Marie’s Beauty Care Products 9,770.00
C & K Handicraft 11,755.00
Edwardson Leather Craft 50,350.00
R-Angel Fashion Accessories 10,300.00
Telegame Enterprises 18,245.00
DSL Embroidery 13,200.00
SUB TOTAL: 830,774.50
4. Tarlac Pascasio Pottery 6,475.00
Wood Inspiration 8,150.00
Prima Beads 19,579.00
Dueg Upland Farmers 2,530.00
Sammy-Julie Organic Soap 3,835.00
Blessing of Glory Enterprises 12,650.00
Badger Footwear 13,440.00
Bea’s Peanut Brittle 7,028.00
RP Corpuz 3,594.00
Camiling 2,035.00

117
Good Earth 3,990.00
Green Up 10,485.00
HRTC 15,758.00
La Paz Prime 9,585.00
Yadao 2,360.00
Yoliie’s Delicacies 2,518.00
SUB TOTAL: 124,012.00
5. Pampanga Pro Fine Food Corp. 43,705.00
John & Mico 27,300.00
Navarro Food Int’l Inc. 73,200.00
Nutrisoy Food Products 27,200.00
Edelyn’s Homemade Products 51,700.00
Rogelio Balagtas Salted Egg 25,000.00
Jegens Herbs 98,060.00
Our Cake 15,670.00
Kababaihang Pinagpala 15,100.00
Gabees Enterprises 43,500.00
Lolit Mamny Enterprise 23,800.00
Lambacs Pride 8,545.00
Ugat Water Bonsai 16,091.00
VSS Enterprise 4,300.00
SUB TOTAL: 473,171.00
6. Nueva Ecija Glamorosa 18,515.00
Ollie’s Footwear 58,300.00
Rowena’s Meat Products 72,580.00
Lual Hati Enterprises 18,070.00
Nipa Hut Dried Mango 16,630.00

118
Samahang Kababaihan ng Capintalan

16,305.00
MPC
Salon de Albularyo 13,895.00
Sweet Heaven 40,300.00
Reb Handicraft 19,820.00
SUB TOTAL: 274,415.00
GRAND 2,102,654.50
TOTAL
SALES

119
Income of the Regional Trade Fair Participants in Pesos (2014)
Terms Sweet & Yummy 33,400.00
1. Aurora R’teh Hand Craft Products 35,480.00
SUB TOTAL: 68,880.00
Slider Sandals 33,800.00
AHDS 3,740.00
Ina Gloria 4,570.00
Herreras 7,677.00
Sam Roque’s 6,372.00
Dennis 3,300.00
Mabatang Broom Makers & 16,810.00

Vendors Asso.
2. Bataan
Amandas Marine Products 50,345.00
Gracielos Cashew Products 46,096.00
Beakris 15,596.00
Arlies 21,030.00
Joyee Araro 10,480.00
Bagakeno 17,100.00
Emers Bagoong & Patis 2,010.00
SUB TOTAL: 238,926.00
Rowena Meat Products 17,500.00
Better Country Community Corp. 9,227.00
Glamorosa Ent. 13,280.00

3. Nueva Ecija
MSC Food Products 8,041.00
MFL Nature Handicrafts 6,901.00
Agustin Edvers Footwears 26,540.00

120
Dangilis Dries Mangoes & Puree 14,485.00
Cake Delights 15,050.00
Kababaihang Pinagpala ng Dios 9,800.00
Lambac’s Pride 12,059.00
San Sierra 17,240.00
Mr. Tupig 49,180.00

4. Pampanga
Joshua Music Store 21,580.00
Del Chico Art by Work 14,000.00
Nora’s Nature Bread & Food 13,535.00

Products
SUB TOTAL: 152,444.00
Yoly’s Delicacies 3,710.00
Good Earth Farms & Foods 8,105.00
Yadao Food Products 19,180.00
Teresita Martinez 4,290.00

5. Tarlac
Badger Footwear 16,805.00
Pascasio’s Pottery 15,599.00
6. Zambales Provincial Coop Dev’t Council 17,500.00
Mun. Iba, Zambales 23,670.00
7. Quezon City Sikap Buhay 27,880.00
Admatha Ladies Accessories 4,330.00
Beadatoh Handicrafts 35,580.00
CSF Furniture & Handicrafts 37,000.00

121
Marc Ryan Leather Collection 14,057.00
Versatile Bags Inc. 15,425.00
VS Garments 10,800.00
Uniart Home Decors 14,730.00
Marissa’s Embroidery 25,700.00
Elsa Woodworks 21,000.00
Lady Elle Fashion Accessories 61,700.00
La Famillia Sizzlers 99,895.00
Jun & Mila’s Burdahan 49,000.00
Pro Ace Bags Mfg. 12,674.00
RDC Bags 19,640.00
Arcelio’s Garments 10,115.00
Kuxecka Fashion Apparels 38,180.00
LC Garments 47,178.00
Richwin Garments 23,700.00
Tenthouse Garments 27,530.00
Edwardson Leather Craft 34,875.00
K Dot Experience 13,260.00
Hagonoy Sports Int’l Inc. 12,721.00
Bagong Barrio MPC 7,000.00
Dyaryo Bags 4,830.00
Sarah Louise Inc. 22,940.00
Pro Bags 15,225.00
LGU – Basuit, San Ildefeonso 20,310.00
Madrigal Woodcraft 20,225.00
JMC Gaby Garden 15,150.00

122
Salome’s Garments 5,595.00
VII Acts Enterprise 2,190.00
C-RREM Embroidery 1,500.00
C&K Embroidery 3,000.00
R-Angel Accessories 8,500.00
Buntal Ethnic No Sales
LRP Closet 9,000.00
Sinauna atbp. 48,000.00
Mumunting Bagay Arts & Crafts No Sales
FNB Crafts No Sales
SUB TOTAL: 686,632.00
GRAND TOTAL SALES 1,626,270.00

123
Income of the Regional Trade Fair Participants in Pesos (2016)
1. Bulacan Okey na Okoy 106,700.00
RAMC Food Industry 62,866.00
LGU – Marilao 122,131.00
LGU – San Ildefonso 44,500.00
LGU – Bocaue 6,765.00
LGU – Baliuag No Sales
LGU – Sta. Maria 134,392.00
Beadatoh Handicraft 86,715.00
Edwardson Leather Creation 65,830.00
D5L Embroidery 34,985.00
Malonzo Food Products 100,700.00
Marissa Sweets and Delicacies 85,000.00
Nolan Lucas Homemade Food 26,525.00

Products
LGU – Guiguinto 33,370.00
Dragon Farm 276,419.00
Herbal Tea DRTEA 9,960.00
Organic One Stop Shop 19,700.00

Lifestyle Store, Inc.
Jedidiah Food Industry 84,862.00
Uniart Home Decor 78,145.00
KLJ Fashion House 52,095.00

124
Sheila Marie Beauty Products 13,905.00
Armyths International Fashion 79,230.00

Design
Hands of Claire Arts & Craft 28,454.00
Kahoy-an Furniture 73,250.00
Buntal Ethnic Enterprise 229,640.00
R-Angel Accessories 8,475.00
MSWFI – CRREM Herbal 18,076.00

Products
SUB TOTAL: 2,181,184.00
2. Bataan Arlies Aqua Marines 105,300.00
Beakris 28,364.00
Allon Kapit-Bisig Sea-K 88,969.00
Booth # 56 29,090.00
Kabaka Kropek 14,200.00
AHDS 17,355.00
Bagakeno Cashew Nuts and 5 66,830.00

Brothers
Mama Agnes Ent./Morong 59,000.00

MPC
Amanda’s Marine Products 90,575.00
Vangies Cashew Nuts 46,643.00
Kaliwanag – Ric Inc. 1,334.00
SUB TOTAL: 547,660.00
Edvers Footwear 86,645.00
Glamorosa Ent. 69,000.00
Maganos Farm 15,000.00

125
Lumenar Candle 12,850.00
Rowena Meat Products 85,400.00
Joyful Garden Farm 6,515.00
Ollie’s Footwear 54,150.00
Salon de Albularyo 18,369.00
Sophie Footwear 46,825.00
Dally Villaroman 16,200.00
SUB TOTAL: 410,954.00
4. Aurora Teron’s Yummy Sweets 44,785.00
5. Tarlac Danila Wings 22,364.00
New Star Bakery 63,450.00
S & A Best Food Corp. 7,110.00
Aling Saling 23,330.00
Them Cooperative 28,944.00
Badgers Footwear 20,000.00
CCN Food Product 7,070.00
RP Corpuz Sles Ent. 7,420.00
SUB TOTAL: 196,738.00
6. Pampanga Pase 117,000.00
John ‘n Mico 81,500.00
Ceokulet 28,360.00
RP Ocampo’s Fine Foods 55,710.00
Navarro Foods Int’l Inc. 126,600.00
Celerina’s Ent. 67,500.00
San Sierra 65,100.00
Edelyn’s Homemade Nuts 163,360.00

126
LCP Food Products 127,900.00
SUB TOTAL: 793,030.00
GRAND 4,174,351.00
TOTAL
SALES


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Departamento ng Agham Panlipunan

Kolehiyo ng Social Sciences at Pilosopiya

THE PROBLEM AND ITS BACKGROUND

mainly because it is a fragment of our identity as Filipinos/Pinoys.

In celebrating festivals, different towns present their products, art, or even a

traditional significance of it.

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

is not common knowledge to Maloleños. Moreover, concessionaires sell a number of

problem while aiding to promote such festivities.

The Sining at Kalinangan ng Bulacan (Arts and Culture of Bulacan) or

carnivals, flea markets, concerts and promotions of different products produced by

Bulakeños (residents of Bulacan).

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

produced products, sponsorship of the festival, number of municipalities that are

participating in the festival, government expenditures, the average income generated in

Statement of the Problem

Specifically, the study sought answers to the following questions:

1. How may the Singkaban Festival be described in terms of:

1.4 number of participating municipalities and cities;

1.5 government expenditure;

1.6 economic activities and

1.7 average festival income?

2. What are the respondents’ perceived contributions of the festival on the:

2.1 local economy of Malolos and

2.2 tourism industry of Malolos?

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

before and during its actual celebration?

5. What may be proposed to improve the conduct of the festival?

Significance of the Study

The study is envisioned to be beneficial to several sectors. This is discussed as

the promotion and development of the festival.

Management of Singkaban Festival. The management of the Singkaban Festival

programs that will further the improvement of the festival.

Nearby Municipalities. The study is beneficial to the nearby municipalities to

future studies in connection with the effects on economy and tourism.

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

relevant to the study.

Scope and Limitation of the Study

terms of the government expenditures, duration of the festival, economic activities,

participating municipalities and cities, sponsorship, promotion and average festival

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

launched in August 2016 and concluded on May 2017.

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

REVIEW OF RELATED LITERATURE

in boosting local economy and tourism industry.

the host-community is theoretically anchored on the Trickle-down Theory.

Trickle-down Theory. The trickle-down theory, which was first known as

poverty. That’s how the income was distributed in the Reaganomics.

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

The theory focuses on the relationship of government spending with consumption

Festivals in the Philippines

economic impact. According to Anderson (2014) the following cannot be easily

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

that could be possible patronizers of the festival.

The “Maskara” Festival is celebrated in Bacolod, in the province of Negros

dancers in beautiful-designed masks and colorful costumes (Reyes, 2001). Another

earthquake that distressed much of the city (Resureccion, 1998).

Panagbenga Festival which is celebrated every February in the Summer Capital

Pag-aralan ang Lipunan, Paglingkuran ang Sambayanan

attraction of Baguio City. It attracts almost a million tourists yearly.

Economic Impact of Festivals on the Local Economy

contributions to its host-town, Malolos.

covered up by the revenue that the festival generates.