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Preservation of Cultural Heritage Tourism in Sta. Maria, Ilocos Sur
Aerol Kenji E. Abarientos., Angela M. Albero., Melissa M. Albero., Jhon Zydrick I. Carsola., Rizalino
Christle A. Crisostomo, MBA*., Kennedy T. Tuang
College of Business Management, Lyceum of the Philippines, Manila
*Corresponding Author
ABSTRACT
This study explores the cultural heritage tourism landscape of Sta. Maria, Ilocos Sur, focusing on the delicate
balance between preservation and economic growth. Sta. Maria, a UNESCO World Heritage town, is home to
historic landmarks such as the Sta. Maria Church and natural attractions like Pinsal Falls, making it a potential
hub for sustainable tourism. The objective of the study was to assess how tourism-related policies and
stakeholder involvement contribute to balancing heritage conservation with local economic development.
The research utilized a descriptive-correlational quantitative method, employing validated survey
questionnaires distributed to local residents, tourists, LGU representatives, and tourism officers. The study
investigated respondents’ demographic profiles, types of attractions, transportation availability, needed
policies, levels of implementation, and economic impacts. Statistical tools such as frequency distribution,
mean computation, and correlation coefficient analysis were applied.
Findings revealed that heritage site management, community involvement, and preservation policies are
implemented at a very high level. Respondents identified the urgent need for policies regulating environmental
impact, infrastructure development, tourist behavior, and cultural preservation. Strong positive correlations
were observed between the implementation of these policies and the achievement of both preservation goals
and economic benefits, including increased employment and business opportunities.
The study concludes that Sta. Maria has successfully integrated sustainable tourism practices into its
governance and community structures. It recommends that local communities empower the training and
livelihood opportunities, enforce the regulations and encourage infrastructure projects that support tourism
without compromising heritage integrity Through collaborative efforts and strategic planning, the town
effectively protects its cultural assets while fostering economic opportunities for its residents. This research
highlights the importance of continuous policy evaluation and community participation in maintaining this
balance.
Keywords: Cultural Heritage Tourism, Preservation, Level of Implementation, Heritage Site Management,
Community Involvement, Preservation Policies
INTRODUCTION
Cultural heritage tourism is a major sector of the global tourism industry, emphasizing the preservation and
appreciation of a destination’s historical sites, traditional practices, and local arts. It promotes cultural
awareness while providing economic opportunities for communities, aligning with the World Tourism
Organization’s call to protect cultural heritage as part of sustainable development (UNWTO, 2019).
The Our Lady of the Assumption Church of Sta. Maria, Ilocos Sur—built by the Augustinians in 1765 and
declared a UNESCO World Heritage Site in 1993—was elevated to a Minor Basilica by Pope Francis on
August 15, 2025. This designation highlights its historical, architectural, and spiritual significance within the
Archdiocese of Nueva Segovia (Adriano, 2025).
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Sta. Maria has long been a center of cultural exchange, shaped by its colonial history and role in regional trade.
Its key attractions include the basilica, “Biak na Bato” or “Mapisi Rock,” known for its dramatic coastal views,
and Pinsal Falls, tied to local folklore. Tourism in the municipality supports livelihoods, boosts local
craftsmanship, and promotes community-based enterprises, with increasing tourist arrivals contributing to
sustainable income and infrastructure development (Department of Tourism, 2019).
Despite these benefits, challenges persist. The risks of commercialization, loss of authenticity, and site
degradation underscore the need to balance preservation with economic growth. Lessons from heritage
destinations like Vigan demonstrate the importance of strategic planning, community involvement, and
responsible tourism management. Effective governance is also essential to prevent stakeholder conflicts and
ensure that cultural assets remain protected.
This study examines how Sta. Maria can achieve this balance by assessing the condition of its heritage sites,
the impacts of tourism, and existing management strategies. By integrating the perspectives of residents,
tourism operators, and local officials, the research aims to develop recommendations for sustainable tourism
practices that protect cultural heritage while supporting economic development.
Ultimately, this study seeks to contribute to the broader discourse on sustainable cultural heritage tourism,
offering insights that can guide policymakers and community leaders in safeguarding Sta. Maria’s cultural
legacy alongside continued growth.
Theoretical Framework
The study on Cultural Heritage Tourism in Sta. Maria, Ilocos Sur, focusing on balancing “preservation” and
“economic growth”, can be grounded on several key theories from “cultural heritage management”,
“sustainable tourism”, “Heritage Conservation Theory”, and “community-based tourism”. The theoretical
framework blends these theories to provide a balanced perspective on managing cultural heritage sites while
maximizing their potential for local development and economic gains.
Four main theoretical constructs guided this research. The first is based on the theory of “Heritage
Conservation Theory” (Harrison and Schiphorst, 2016). This study is anchored by the theoretical support of
Harrison and Schiphorst (1999), who they emphasize preserving historical and cultural assets for future
generations. It for protection and management of cultural heritage sites in a way that maintains their
authenticity and integrity.
Based on the study of Pratama et. Al (2022) it is necessary to examine how the cultural heritage management
by the Department of Culture Palembang using the theory of management functions by George R. Terry
consists of four dimensions including Planning, Organizing, Actuating, and Controlling. This study
emphasizes on how to balance the preservation of cultural heritage for economic growth.
In line with the study of Habiba and Lina (2023), in community-based tourism, the locals have full authority
and ownership of tourism businesses, ensuring that tourism’s financial benefit stays in the local economy. It
has a massive contribution to local employment creation, increase in local income, and increase the local
standard of living.
The social value of heritage: Balancing the promotion-preservation relationship in the Altamira World
Heritage Site, Spain" (Timothy & Boyd, 2006) said that cultural tourism, and more specifically heritage
tourism, is recognized as the largest and fastest-growing global tourism market.
According to the World Tourism Organization (2018), four out of ten tourists choose their destination
according to its cultural attractions. Based on this growing trend, a report by the World Tourism Organization
estimates that the annual growth rate in cultural trips will be 15% by the end of the century.
This theoretical framework highlights the importance of community benefits in Sta. Maria, Ilocos Sur, in
achieving a balance between preservation and economic growth in their cultural heritage tourism.
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The theoretical framework and related literature collectively highlight the importance of establishing a
balanced approach to managing cultural heritage tourism in Sta. Maria, Ilocos Sur. The integration of theories
such as Sustainable Tourism, Heritage Conservation Theory, and Community-Based Tourism emphasizes that
cultural preservation and economic development can coexist through responsible planning and management.
The reviewed studies on policies and regulations further reinforce this by underscoring the need for
environmental protection, infrastructure improvement, tourism behavior management, and cultural
preservation. These elements interact to create a comprehensive foundation for sustainable tourism practices
that protect heritage resources, enhance community participation, and promote long-term economic benefits.
Altogether, this synthesis presents a unified framework that supports both the conservation of cultural identity
and the advancement of local economic growth through effective and sustainable heritage site management.
Conceptual Framework
This study revolved around the paradigm presented below. It further elucidates the vital processes of the study
namely: Input, Process, and Output (IPO).
Figure 1. Research Paradigm
Figure 1 shows the paradigm of the study. The input-process—impact-output will be used to better understand
the flow of the study. The input contains the profile of the respondents in terms of their age, sex, occupation
and residency. On the tourism industry related-factors, it includes the types of tourist attractions, number of
attractions, nature of attraction and the modes of transportation. Moreover, on the policies and regulations
needed are part of the input. This involves environmental impact, infrastructure development and cultural
preservation.
The process includes the level of implementation along with the following indicators namely heritage site
management, community involvement, and environmental and cultural preservation policies.
In the impact, the researchers focused on the economic impact in terms of employment opportunities,
improvement of living condition, and new business opportunities.
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REVIEW OF LITERATURE
Policies and regulations play a central role in sustainable tourism and heritage conservation. They provide the
framework for protecting environmental resources, guiding infrastructure development, regulating tourist
behavior, and preserving cultural heritage. Environmental regulations minimize degradation and resource
depletion, while infrastructure policies ensure that tourism facilities support communities without harming
heritage sites. Guidelines on tourism behavior promote responsible visitation, and cultural preservation policies
safeguard both tangible and intangible traditions.
Heritage site management also relies on strong collaborative efforts. Macdonald and Cheong (2014) highlight
the value of public–private partnerships and third-sector participation in conserving heritage buildings and
sites. Similarly, Acabado and Martin (2020) emphasize community-led conservation in Ifugao, demonstrating
that local involvement leads to culturally appropriate and sustainable preservation practices.
Community participation is consistently identified as essential. Blake (2018) argues that active local
engagement is crucial for safeguarding intangible heritage, while Besmonte (2022) shows through cultural
mapping in Tabaco City that community involvement strengthens the documentation and transmission of local
traditions.
Environmental and cultural preservation policies further reinforce sustainable conservation. Avrami et al.
(2019) advocate integrating environmental and cultural values for a more holistic preservation approach, and
Ferrer et al. (1996) demonstrate that community-based resource management results in more effective
environmental protection.
Across the literature, sustainable heritage conservation rests on three interconnected pillars: effective site
management, strong community involvement, and well-designed policy frameworks. Research consistently
shows that conservation outcomes improve when local communities participate, when heritage sites are
managed collaboratively, and when environmental and cultural values guide policy decisions.
Overall, the independent variable—Policies and Regulations Needed—encompasses four key dimensions:
environmental protection, sustainable infrastructure development, responsible tourism management, and
cultural preservation. When these areas are addressed through sound policy implementation, tourism
development can progress while ensuring that cultural heritage remains protected for future generations.
Statement Of The Problem
This study aimed to explore how Sta. Maria, Ilocos Sur can achieve a balance preservation and economic
growth to cultural heritage tourism. Specifically, it sought to answer the following questions:
1. What is the demographic profile of the respondents in terms of:
a) age;
b) sex;
c) occupation; and
d) residency?
2. What is the profile of the tourism destinations in Sta. Maria, Ilocos Sur terms of the following:
2.1 tourism industry-related factors:
2.1.1 number of attractions;
2.1.2 nature of attractions;
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2.2 transport services:
2.2.1 modes of transportation?
3.What policies/regulations are needed to maintain a balance between tourism development and heritage
conservation in terms of:
3.1 environmental impact;
3.2 infrastructure development
3.3 Tourism Behavior and Management
3.4 cultural preservation?
4 . What is the level of implementation of the balance preservation and economic growth in Sta. Maria Ilocos
Sur, in terms of:
4.1 heritage site management;
4.2 community involvement; and
4.3 environmental and cultural preservation policies?
5. What is the relationship between the level of implementation of tourism-related policies and regulations and
the balance between preservation and economic growth of cultural heritage in Sta. Maria, Ilocos Sur?
6. Based on the result of the study what action plan may be proposed?
Importance Of The Study
The generalization of this study will greatly impact the community in sta. Maria Ilocos sur. the results of this
study will be beneficial to the following:
LOCAL GOVERNMENT UNIT (LGU). They would be aware of the preservation and economic growth to
help them support and improve the cultural heritage for a better tourism sector
COMMUNITY. The community will benefit from this study by discovering new ways on how to balance the
preservation and the economic growth in sta. Maria Ilocos Sur.
TOURISTS. This study can lead to improvements in how tourists experience cultural heritage sites, and
continue to enjoy well-preserved cultural heritage enhancing the quality of their visit
FUTURE RESEARCHERS. This study serves as a reference for further exploration and interpretation,
thereby contributing to the ongoing improvements in balancing the preservation and economic growth of a
cultural heritage.
Definition of Terms. heritage site management, community involvement, environmental and cultural
preservation policies, preservation, economic growth, level of implementation, cultural heritage tourism.
Cultural Heritage Tourism. A form of tourism that emphasizes experiencing and appreciating a destination’s
cultural heritage, including historical sites, traditions, and arts, particularly in Sta. Maria, Ilocos Sur.
Preservation. It pertains to maintaining and protecting cultural heritage sites in Sta. Maria to ensure their
longevity and authenticity for future generations through sustainable management practices.
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Economic Growth. It pertains to the increase in economic output and prosperity in Sta. Maria, measured by
rising local income and employment opportunities resulting from tourism activities.
Tourists. It refers to an individual who visits Sta. Maria, Ilocos Sur for leisure or cultural experiences,
contributing to the local economy and engaging with the town’s heritage
Tourism. It pertains to the activity of traveling to places outside one’s usual environment for leisure and
cultural experiences, particularly in relation to Sta. Maria’s unique offerings.
Profile of the Respondents. It refers to the demographic and other relevant characteristics of the people
participating in a study or survey, such as age, gender, and ethnicity
Age. It refers to the length of time that a person has lived or a thing has existed.
Sex. It pertains to a biological classification of humans and animals based on reproductive, hormonal,
anatomical, and genetic characteristics.
Occupation. It refers to a sociological criterion that's related to a person's position in society.
Residency. It refers to your legal or official home, which can be a requirement for things like voting or
citizenship
Profile of Tourism Destination. It's a geographical area that offers tourist products due to natural or created
attractions.
Tourism Industry Related Factors. It linked to people traveling to other locations, either domestically or
internationally, for leisure, social, or business purposes.
Number of Attractions. It could refer to the number of places a tourist wants to visit, or the variety of
attractions available in a specific destination
Natural Attraction. It refers to a naturally occurring site or feature that people visit because of its beauty,
uniqueness, or significance.
Transportation Services. It refers to the system or companies that provides the movement of people or goods
from one location to another
Modes of Transportation. It refers to the various means by which people and goods are moved from one
place to another.
Polices and Regulation Needed. To provide a framework for a fair and efficient environment, ensure legal
and ethical compliance, and protect the public and consumers
Environmental Impact. It refers to the effect that the tourism activities have on the environment, both
positive and negative.
Infrastructure Development. It plays a crucial role in enhancing tourism.
Tourist Behavior and Management. It refers to the study and application of strategies to understand,
influence, and manage the actions and impacts of tourists to ensure sustainable and positive experiences for
both visitors and host communities
Cultural Preservation. It refers to the act of maintaining and safeguarding a community's cultural heritage,
traditions, and practices for future generations.
Level of Implementation. It refers to the extent or degree to which a plan, policy, or project has been executed
or put into practice.
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Heritage Site Management. It refers to the process of preserving, protecting, and maintaining cultural or
natural heritage sites to ensure their longevity and significance for future generations.
Community Involvement. It refers to the active participation and engagement of individuals or groups in
activities that contribute to the well-being and development of their local or broader community.
Environmental and Cultural Preservation Policies. It pertains to the guidelines and regulations aimed at
protecting natural ecosystems and cultural heritage to ensure their sustainability and respect for future
generations.
METHODOLOGY
This chapter presents the research design, locale, population, data gathering instrument, data gathering
procedure, statistical treatment of data, data categorization and ethical considerations.
Research Design
The researchers used descriptive quantitative survey design and correlational research design to determine the
profile of tourism destinations, effectiveness of existing tourism-related government interventions, policies,
and level of implementation of the balance between preservation and economic growth in Sta. Maria, Ilocos
Sur. Moreover, a Pearson product-moment correlational was utilized to investigate the relationship between the
level of implementation of related tourism policies and regulations and the balance between preservation and
economic growth of cultural heritage in Sta. Maria, Ilocos Sur (Creswell & Creswell, 2018).
Locale And Population Of The Study
The study was conducted among Municipal Tourism Officers, Local Government Unit (LGU), visitors and
locals of Sta. Maria, Ilocos Sur. The researchers used Quota Sampling to determine the respondents. Quota
Sampling is a method where a subset of individuals is selected based on predetermined characteristics to
represent the larger population.
Quota sampling was employed by the researchers to select the respondents in order to guarantee representation
from important cultural heritage tourism stakeholders in Sta. Ilocos Sur, Maria. Respondents had to be from
one of the following groups: Municipal Tourism Officers, representatives of Local Government Units (LGUs),
tourists, or local residents of Sta. Maria. These standards made sure that when evaluating the degree of cultural
heritage preservation implementation and its connection to economic growth, the opinions of institutional
stakeholders, locals, and visitors were taken into account.
Research Instrument
A survey questionnaire was the main data-gathering instrument of the study. It was adapted from the study of
Caruyan et al. (2024) titled “Destination Competitiveness of Santiago, Ilocos Sur” and was modified and
validated by three experts in the tourism industry. The validation yielded an index score of 0.92, interpreted as
a highly valid. The instrument consisted of seventy-two (72) questions intended to gather the necessary
information on cultural heritage preservation and economic growth in Sta. Maria, Ilocos Sur. Using a five-
point Likert scale, the questionnaire was designed to obtain concise and precise responses that could be
quantified and analyzed.
The responses of the respondents were described using standard interpretation. For policies and regulations
needed, results revealed overall means ranging from 4.47 to 4.51, which fall under the category Highly
Necessary. This indicates a strong demand for environmental policies, infrastructure guidelines, tourist
behavior management, and cultural preservation measures to balance tourism development with heritage
conservation. For the level of implementation, results showed overall means ranging from 4.47 to 4.51, which
are interpreted as Very High. This suggests that Sta. Maria has effectively implemented strategies on heritage
site management, community involvement, and environmental and cultural preservation policies.
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Thus, the research instrument not only provided reliable data but also revealed that both the perceived
necessity of policies and the actual implementation of preservation and tourism management practices in Sta.
Maria, Ilocos Sur were rated at the highest levels.
Statistical Treatment Of Data
The gathered data were interpreted using the following statistical tools:
Frequency and Percentage. These are used to describe the profile of the cultural heritage tourism and
economic growth in the Sta. Maria, Ilocos Sur.
Mean. Is used to determine the level of balancing preservation of cultural heritage and economic growth in
Sta. Maria, Ilocos Sur.
Correlation Analysis. It is used to determine the significant relationship of balancing preservation and
economic growth in the Sta. Maria, Ilocos Sur in their Cultural Heritage Tourism.
Data Categorization
The following statistical and descriptive range were utilized to interpret the data gathered.
On the Policies/Regulations
Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Highly Necessary
4
3.41 – 4.20
Necessary
3
2.61 – 3.40
Neutral
2
1.81 – 2.60
Slightly Necessary
1
1.00 – 1.80
Not
On the Level of Implementation
Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Very High
4
3.41 – 4.20
High
3
2.61 – 3.40
Moderate
2
1.81 – 2.60
Low
1
1.00 – 1.80
Very Low
Ethical Considerations
The following ethical aspects were taken into account in conducting the study:
Informed Consent: Researchers secured informed consent from study participants, ensuring they understood
the study's purpose, potential risks, and benefits before agreeing to take part. This ensured that participants
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willingly joined the study with full awareness of its purpose and procedures, reinforcing respect for their
autonomy and decision-making.
Confidentiality: Researchers prioritized the confidentiality of participants' information, especially when
handling sensitive data related to businesses, government policies, or individuals. Maintaining confidentiality
safeguarded participants’ trust and ensured that sensitive information was protected from misuse or
unauthorized disclosure.
Privacy Protection: Researchers upheld the privacy of those involved in the study by refraining from
disclosing personally identifiable information without explicit consent. Techniques such as data anonymization
and aggregation were used to safeguard privacy. Protecting privacy upheld participants’ dignity and security,
ensuring that their personal identities remained anonymous and their information treated with utmost care.
Transparency and Honesty: Researchers maintained transparency regarding their objectives, methodologies,
and any potential biases. Providing accurate and truthful information was vital for fostering trust among
participants and the broader community. Practicing transparency and honesty-built credibility and trust
between researchers and participants, ensuring that all data and findings reflected accuracy and truthfulness.
Benefit to Participants and Community: Researchers evaluated how the study could positively impact
participants and the community. The research aimed to enhance understanding of destination competitiveness,
potentially leading to better policies, management practices, or community welfare. By aiming to produce
beneficial outcomes, the study sought to contribute to the sustainable development of Sta. Maria’s cultural
heritage tourism and the welfare of its people.
Cultural Sensitivity: The research on destination competitiveness involved engagement with various cultures.
Researchers demonstrated cultural sensitivity and respect for local customs, traditions, and values, which
included obtaining permission from local authorities and involving local stakeholders in the research process.
Demonstrating cultural sensitivity fostered mutual respect and understanding, ensuring that local customs and
traditions were valued and preserved throughout the research process.
Conflict of Interest: Researchers disclosed no potential conflicts of interest that could affect the study's
objectivity, as transparency was deemed essential for preserving the integrity of the research. Disclosing the
absence of conflicts of interest guaranteed impartiality and upheld the objectivity and ethical soundness of the
research findings.
Compliance with Regulations and Guidelines: Researchers followed the ethical guidelines and regulations
set forth by the ethical review committee, ensuring that the research was conducted ethically and adhered to
legal standards. Adhering to established ethical and legal standards ensured that the study was conducted
responsibly, protecting both participants and the integrity of the research.
RESULTS AND DISCUSSION
This chapter presents the results and findings of the study.
FINDINGS
Table 1.1 Profile of Respondents in terms of Age.
Profile
Frequency
Percentage
A. Age
67 - 78
5
6.3%
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55 - 66
8
10.0%
43 – 54
22
27.5%
31 – 42
16
20.0%
19 - 30
29
36.3%
Total
80
100%
As shown in the table, the 19–30 years old group has the highest frequency (29 respondents), representing
36.3% of the total participants. This indicates that most respondents are young adults who are typically more
active, adaptable, and engaged in academic, social, or digital activities. According to Arnett (2015), individuals
within this stage frequency known as emerging adulthood table are characterized by exploration,
independence, and openness to new experiences. Their higher participation may be linked to their familiarity
with technology and greater accessibility to research and communication platforms. Recent findings by the
Pew Research Center (2023) also highlight that younger generations are the most active in online participation
and information sharing, making them more visible and responsive in studies and surveys. In contrast, the 67–
78 years old group has the lowest frequency (5 respondents), accounting for 6.3% of the total. This suggests
limited participation among older adults, which may be influenced by factors such as declining health,
mobility issues, and lower digital literacy. The World Health Organization (2022) notes that older adults often
face barriers in communication and technology use, reducing their engagement in activities that require digital
or written responses. Similarly, Lee and Coughlin (2015) explained that many older individuals experience
technology anxiety and prefer traditional methods of interaction, which may contribute to their lower
representation in research participation. Overall, the results show that younger respondents (19–30 years old)
are more likely to engage in research activities, while participation decreases significantly among older adults
(67–78 years old), consistent with global trends in technological and generational participation.
The results imply that Sta. Maria’s cultural tourism primarily attracts younger generations, suggesting the need
for modern and interactive tourism strategies such as digital promotions and experiential activities. The
presence of middle-aged and working adults highlights opportunities for family-oriented programs and cultural
festivals. On the other hand, the smaller participation of senior groups suggests the need to improve
accessibility, comfort, and wellness-oriented tourism to make heritage sites more inclusive for all ages.
Studies emphasize that the age distribution can influence the types of activities and experiences preferred, with
younger generations potentially being more inclined towards experiential and digitally integrated tourism (e.g.,
Smith & Robinson, 2019).
Table 1.2 Profile of Respondents in terms of Sex
B. Sex
Frequency
Percentage
Male
39
48.8%
Female
41
51.2%
Total
80
100%
Regarding sex, the distribution is fairly balanced, with females slightly outnumbering males. Out of 80
respondents, 41 or 51.2 percent were female, while 39 or 48.8 percent were male, ensuring that both
perspectives are represented. This balance is significant since men and women contribute differently to cultural
heritage tourism. Women often participate in crafts and hospitality, while men are more involved in site
management and infrastructure, providing a holistic view of community participation.
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The gender distribution directly supports this study’s objective of assessing community involvement and
perspectives in cultural heritage preservation. Since both sexes are nearly equally represented, the data provide
balanced insights into how policies, site management, and tourism activities are perceived across genders. This
alignment strengthens the validity of conclusions regarding community involvement and highlights that
preservation and tourism programs in Sta. Maria must address the interests and contributions of both male and
female stakeholders.
The near-equal distribution of sex suggests that both male and female perspectives are well-represented in the
study. The significant proportion of local residents (non-tourism) underscores the crucial role of the
community in the preservation and sustainable development of cultural heritage, as their support and
involvement are vital for long-term success. According to Su and Wall (2020), the participation of local
communities in heritage and tourism planning ensures more equitable and sustainable outcomes, as residents
act as stewards of local identity and cultural integrity.
Table 1.3 Profile of Respondents in terms of Occupation.
C. Occupation
Frequency
Percentage
Government employee
1
1.3%
Local resident (non-tourism)
43
53.8%
Visitor/Tourist
36
45.0%
Total
80
100%
Table 1.3 presents the occupational profile of the respondents. The majority are local residents not directly
engaged in tourism, accounting for 43 (53.8%) of the sample. This shows that the community plays a central
role in shaping and sustaining cultural heritage tourism in Sta. Maria, since residents are both custodians of
traditions and beneficiaries of tourism development. Visitors or tourists comprise 36, reflecting a substantial
level of external interest in Sta. Maria’s attractions and confirming its potential as a growing tourism
destination. Government employees, on the other hand, make up only 1 or 1.3%, representing the smallest
group of respondents. Although limited in number, their role is crucial in formulating policies and overseeing
the implementation of tourism and preservation programs.
The occupational distribution implies that cultural heritage tourism in Sta. Maria is strongly community-based,
with local residents having a decisive influence on preservation and development efforts. The large share of
tourists emphasizes the need for strategies that balance visitor experience with conservation of cultural sites.
Meanwhile, the presence of government employees, though small, highlights the importance of continuous
policy support and enforcement. These insights directly address the study’s objective of examining how
different stakeholder groups contribute to balancing cultural preservation with economic growth.
Understanding the motivations and demographics of these tourists is essential for tailoring tourism strategies
that respect and enhance the cultural heritage (e.g., Garrod & Fyall, 2000).
Table 1.4 Profile of Respondents in terms of Residency.
D. RESIDENT OF STA. MARIA ILOCOS SUR
Frequency
Percentage
Yes
No
44
36
55.0%
45.0%
Total
80
100%
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On residency within Sta. Maria, Ilocos Sur, a majority of the respondents (55.0%) are residents, while 45.0%
are not. This demographic breakdown provides a foundational understanding of the individuals whose
perspectives will inform the study on balancing preservation and economic growth through cultural heritage
tourism in Sta. Maria.
The residency data further distinguishes between local perspectives and those of visitors, which is critical for
addressing the study's aim of balancing preservation and economic growth in a way that benefits both the
community and the tourism sector.
Table 2.1.1 Profile of Tourism Destinations – Tourism Industry Related - Number of Attractions
Tourist Attractions
Mean
Average Number of Attractions
Church/Historical Sites
1.03
1
Beach
1.74
2
Water Falls
0.95
1
Museums
0.14
0
Events/Festivals
0.91
1
Local Markets
1.00
1
Adventure/Sport Activities
0.86
1
Looking at the number of tourist attractions (Table 3), the average number reported for each category is
relatively low, with most averaging around one attraction per type. Churches/Historical Sites have a slightly
higher average of 1.03. This implies that while various types of attractions exist, the concentration within each
category might be limited. Developing and promoting more attractions within each category could potentially
enhance the overall tourism experience.
Sta. Maria, Ilocos Sur possesses a rich cultural and natural tourism profile, integrating heritage preservation
with economic tourism growth. The tourist attractions in the municipality are predominantly historical sites
(96.3%), such as the renowned Sta. Maria Church, a UNESCO World Heritage Site. Additionally, natural
attractions like Pinsal Falls (90.0%) contribute to the area's appeal, drawing visitors interested in both cultural
heritage and outdoor recreation. Studies in heritage tourism (2019-2024) suggest that destinations with strong
historical significance experience sustainable visitor interest when conservation efforts align with tourism
development.
In terms of the number of attractions, beaches average 1.74 attractions per site, while historical sites and
museums tend to have fewer. This indicates that natural attractions often feature multiple points of interest,
boosting visitor engagement. Research in tourism management highlights that destinations with diverse
attractions foster increased economic activity and longer visitor stays, benefiting local businesses.
Table 2.1.1 Profile of Tourism Destinations – Tourism Industry Related - Number of Attractions
Nature
Frequency
Percentage
Historical
75
93.8%
Cultural
65
81.3%
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Natural
52
65.0%
Man Made
29
36.3%
Recreational
44
55.0%
Religious/ Spiritual
70
87.5%
In terms of the nature of tourist attractions (Table 2.1.2), Nature (frequency 75, 93.8%) and Historical
(frequency 65, 81.3%) attractions dominate. This further reinforces the significance of both the natural
environment and the rich cultural heritage in Sta. Maria's tourism profile. Cultural (frequency 52, 65.0%),
Man-Made (frequency 29, 36.3%), Recreational (frequency 44, 55.0%), and Religious/Spiritual (frequency 70,
87.5%) attractions also contribute to the overall landscape, offering varied experiences for visitors. The strong
presence of historical and religious/spiritual sites directly connects to the study's focus on cultural heritage
tourism.
The nature of attractions reflects a dominance of historical (93.8%) and cultural (81.3%) sites, supported by
natural and recreational venues. This mix underscores Sta. Maria’s dedication to cultural preservation while
leveraging tourism for economic growth. Studies on sustainable tourism emphasize that maintaining
authenticity in heritage sites while enhancing accessibility and visitor experience is key to long-term viability.
Table 2.2.1 Profile of Tourism Destinations in terms of Transport Services
Modes of Transportation
Frequency
Percentage
Bus
64
80.0%
Tricycle
76
95.0%
Jeepney
63
78.8%
Private Rentals
70
87.5%
Own Service
68
85.0%
Walk/Bicycle
59
73.8%
Table 2.2.1 outlines the modes of transportation available in Sta. Maria. Tricycles are the most frequently
mentioned mode (frequency 76, 95.0%), indicating their crucial role in local transport for both residents and
potentially tourists for short distances. Buses (frequency 64, 80.0%) and Jeepneys (frequency 63, 78.8%) also
appear to be significant, likely facilitating travel to and from neighboring areas. Private Rentals (frequency 70,
87.5%), Own Service (frequency 68, 85.0%), and Walk/Bicycle (frequency 59, 73.8%) also play a role,
offering flexibility and potentially catering to different tourist preferences. The availability and efficiency of
these transport services are crucial for accessibility to the various tourist attractions and contribute to the
overall tourism experience.
Regarding transport services, the municipality offers varied modes of transportation, including buses (80.0%),
jeepneys (95.0%), and tricycles (85.0%). The presence of Partas Bus ensures connectivity to major locations,
facilitating accessibility for tourists. Research on transport infrastructure and tourism suggests that well-
developed mobility options significantly enhance the attractiveness of destinations, promoting higher tourist
satisfaction and economic opportunities.
Studies on cultural heritage tourism often emphasize the importance of well-preserved historical sites and the
integration of local communities in tourism activities (e.g., Timothy & Boyd, 2003). The prominence of
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Churches/Historical Sites in Sta. Maria aligns with this. Furthermore, the availability of diverse transportation
options, including local modes like tricycles, is often highlighted as a factor influencing tourist mobility and
experience within a destination (e.g., Prideaux & Xiang, 2013). The findings from the image directly address
the research question about the profile of tourism destinations in Sta. Maria. The dominance of historical and
natural attractions underscores the importance of preservation efforts while considering economic growth
through tourism. The variety of transport options suggests a degree of accessibility that can be further
leveraged for tourism development. The relatively low average number of attractions per category could
indicate opportunities for developing and promoting a wider array of experiences to attract more visitors and
extend their stay, thereby contributing to economic growth in a way that respects and potentially benefits the
local cultural heritage.
Table 3.1. Needed Policies/Regulations Environmental Impact
Policies
Mean
DR
A. ENVIRONMENTAL IMPACT
1. 1. Policies regulating waste management at tourist sites.
4.49
Highly Necessary
2. 2. Policies limiting construction within environmentally sensitive areas.
4.47
Highly Necessary
3. 3. Promotion of eco-friendly practices among tourists (e.g., recycling, reduced
practice use).
4.55
Highly Necessary
4. 4. Regulations on the use of natural resources (e.g., water, land) in tourism areas.
4.54
Highly Necessary
5. 5. Restrictions on tourist activities to prevent environmental degradation (e.g.,
limiting access to fragile ecosystems).
4.50
Highly Necessary
Overall
4.51
Highly Necessary
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Highly
Necessary
The highest-rated policy with a mean score of 4.55 is the promotion of eco-friendly practices among tourists,
which indicates that encouraging responsible behaviors such as recycling and reducing harmful practices is
viewed as the most crucial measure in minimizing environmental impact. On the other hand, the lowest-rated
policy, with a score of 4.47, is the limitation of construction within environmentally sensitive areas. While still
considered highly necessary, this suggests that stakeholders may see controlled development as acceptable
provided that it does not severely compromise ecological balance. Overall, the mean score of 4.51, categorized
as Highly Necessary, reflects a strong consensus that all these environmental policies are essential in ensuring
sustainable tourism management and in protecting natural resources for long-term use.
Table 3.2 Needed Policies/Regulations Infrastructure Development
B. B. INFRASTRUCTURE DEVELOPMENT
Mean
DR
1. Ensuring sustainable infrastructure design to support tourism.
4.56
Highly Necessary
2. Regulations on the construction of new facilities to avoid disrupting the heritage
landscape.
4.51
Highly Necessary
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3. Encouraging the use of local materials and sustainable methods in tourism
infrastructure
4.45
Highly Necessary
4. Guidelines for infrastructure maintenance to avoid negative impacts on heritage
sites.
4.49
Highly Necessary
5. Managing transportation infrastructure to minimize congestion near heritage
sites.
4.40
Highly Necessary
Overall
4.48
Highly Necessary
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Highly Necessary
Infrastructure Development: The indicators related to infrastructure development also exhibit high mean scores
(ranging from 4.40 to 4.56), indicating a significant perceived need for strategic planning in this domain.
Ensuring sustainable infrastructure design to support tourism (Mean=4.56) is considered most critical,
followed closely by regulations on the construction of new facilities to avoid disrupting the heritage landscape
(Mean=4.51). The need for encouraging the use of local materials and sustainable methods in tourism
infrastructure (Mean=4.45), guidelines for infrastructure maintenance to avoid negative impacts on heritage
sites (Mean=4.49), and managing transportation infrastructure to minimize congestion near heritage sites
(Mean=4.40) are also strongly felt. These findings resonate with the concept of "responsible tourism," which
advocates for infrastructure development that is environmentally sound, culturally sensitive, and respects the
character of the destination (e.g., Middleton et al., 2009). The consistently high necessity rating highlights the
crucial role of well-planned and managed infrastructure in supporting tourism without compromising Sta.
Maria's cultural heritage.
Table 3.3 Needed Policies/Regulations Tourist Behavior And Management
C. C. TOURIST BEHAVIOR AND MANAGEMENT
1. Policies regulating tourist behavior to minimize damage to cultural and
environmental heritage sites (e.g., restrictions on littering, noise, and respectful
behavior).
4.45
Highly Necessary
2. Implementation of visitor quotas or entry limits to protect over-tourism and
prevent overcrowding at heritage sites.
4.44
Highly Necessary
3. Requiring tourists to participate in educational programs about local culture,
history, and environmental preservation before visiting heritage sites.
4.38
Highly Necessary
4. Ensuring that tourists contribute to preservation efforts, such as donations or
funding for local conservation programs.
4.59
Highly Necessary
5. Restrictions on photography and other activities that may harm or exploit heritage
sites (e.g., no drone flying or restricted access to certain areas.
4.54
Highly Necessary
Overall
4.48
Highly Necessary
Legend Numerical Rating
Statistical Rang
Descriptive Rating
5
4.21 – 5.00
Highly Necessary
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Tourist Behavior and Management: The indicators under Tourist Behavior and Management also reveal a high
level of perceived necessity (mean scores ranging from 4.38 to 4.59). Policies regulating tourist behavior to
minimize damage to cultural and environmental heritage sites (Mean=4.45), including aspects like noise and
respectful behavior, are deemed essential. The implementation of visitor quotas or entry limits to protect over-
tourism (Mean=4.44) is also considered important, particularly in the context of a potentially popular heritage
site like Sta. Maria's church. Requiring tourists to participate in educational programs about local culture,
history, and environmental preservation (Mean=4.38) is seen as a valuable tool for fostering responsible
behavior. Furthermore, ensuring that tourists contribute to preservation efforts (Mean=4.59) through
mechanisms like donations or funding is highly supported. Finally, restrictions on photography and other
activities that may harm or exploit heritage sites (Mean=4.54) are considered necessary. These findings align
with research on visitor management in heritage sites, which emphasizes the need for clear guidelines,
education, and sometimes limitations to mitigate negative impacts from tourism (e.g., Garrod & Fyall, 2001).
The high necessity across these indicators underscores the importance of actively managing tourist behavior to
safeguard Sta. Maria's cultural and environmental assets.
Table 3.4 Needed Policies/Regulations for Cultural Preservation
D. CULTURAL PRESERVATION
1. Protecting traditional practices and local customs in the context of tourism.
4.51
Highly Necessary
2. Preventing commercialization that compromises cultural authenticity.
4.35
Highly Necessary
3. Promoting cultural education and awareness among tourists.
4.53
Highly Necessary
4. Guidelines for historical buildings and landmarks used for tourism.
4.52
Highly Necessary
5. Guidelines for community participation in decision-making on cultural
preservation.
4.45
Highly Necessary
Overall
4.47
Highly Necessary
Grand Mean
4.49
Highly Necessary
Legend: DR – Descriptive Rating; HN – Highly Necessary
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Highly
Necessary
Cultural Preservation: The indicators focusing on Cultural Preservation demonstrate a strong consensus on the
need for proactive measures (mean scores ranging from 4.35 to 4.52). Protecting traditional practices and local
customs in the context of tourism (Mean=4.51) is considered paramount. There's also a recognized need for
preventing commercialization that compromises cultural authenticity (Mean=4.35). Promoting cultural
education and awareness among tourists (Mean=4.52) is seen as a vital tool for fostering respect and
appreciation. Guidelines for historical buildings and landmarks used for tourism (Mean=4.52) are deemed
crucial for their conservation. Finally, guidelines for community participation in decision-making on cultural
preservation (Mean=4.45) are considered important for ensuring that tourism development benefits and
respects local stakeholders. These findings are consistent with the principles of cultural heritage tourism,
which emphasize the importance of preserving the authenticity and integrity of cultural resources and
involving local communities in their management (e.g., Smith, 2003). The high necessity ratings across these
indicators highlight the commitment to safeguarding Sta. Maria's cultural heritage in the face of tourism
development. Overall Alignment with the Statement of the Problem: The identified needed policies and
regulations directly address the study's aim to explore how Sta. Maria can achieve a balance between
preservation and economic growth through cultural heritage tourism. The strong emphasis on environmental
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protection, responsible infrastructure development, effective tourist behavior management, and proactive
cultural preservation measures indicates a clear understanding of the potential challenges and the necessary
steps to mitigate negative impacts while harnessing the economic benefits of tourism. The high necessity
ratings across all categories suggest a local awareness of the importance of these policy interventions for the
sustainable development of cultural heritage tourism in Sta. Maria, Ilocos Sur.
Table 3.5 Overall Results for Needed Policies/Regulations
Area
Mean
DR
NEEDED POLICIES/REGULATIONS
Environmental Impact
4.51
Highly Necessary
Infrastructure Development
4.48
Highly Necessary
Tourist Behavior and Management
4.48
Highly Necessary
Cultural Preservation
4.47
Highly Necessary
Overall
4.48
Highly Necessary
Table 3.5 presents the overall results for the needed policies and regulations in Sta. Maria, Ilocos Sur, as
assessed by the respondents. The findings reveal that all four identified areas—environmental impact,
infrastructure development, tourist behavior and management, and cultural preservation—are considered
highly necessary, with an overall mean rating of 4.48. Among these, environmental impact received the highest
mean of 4.51, indicating that respondents perceive environmental protection as the most critical area requiring
immediate policy attention. Both infrastructure development and tourist behavior and management followed
with equal mean scores of 4.48, highlighting the need for improved facilities and better management of tourist
conduct to ensure sustainable tourism practices. Meanwhile, cultural preservation, though with the lowest
mean of 4.47, was still rated as highly necessary, reflecting the community's strong desire to protect their
heritage amidst increasing modernization and tourism activities. These results emphasize the importance of a
holistic and integrated approach in policy-making that addresses environmental, infrastructural, behavioral,
and cultural aspects to promote sustainable development in the locality.
Table 4.1 Level of Implementation Heritage Site Management
Areas
Mean
Descriptive Rating
A. HERITAGE SITE MANAGEMENT
1. 1. Management of historical landmarks for both tourism and preservation.
4.55
Very High
2. 2. Effects to maintain the authenticity of cultural heritage sites.
4.47
Very High
3. 3. Protection measures against vandalism or damage to heritage sites.
4.55
Very High
4. 4. Conservation and restoration programs for heritage sites.
4.49
Very High
5. 5. Management of tourist access to reduce impact on heritage sites.
4.50
Very High
Overall
4.51
Very High
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Very High
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The table shows that the highest level of implementation in heritage site management is found in the
management of historical landmarks for both tourism and preservation and in protection measures against
vandalism or damage to heritage sites, both with a mean score of 4.55 (Very High). This indicates that great
importance is given to preserving historical landmarks and ensuring their protection from threats, which
reflects strong efforts in safeguarding cultural heritage for both present and future generations.
On the other hand, the lowest level of implementation is observed in efforts to maintain the authenticity of
cultural heritage sites, which obtained a mean score of 4.47 (Very High). Although still rated very high, this
result suggests that maintaining authenticity may be more challenging compared to other aspects of heritage
site management, possibly due to pressures from modernization, tourism demands, or limitations in restoration
practices.
For the overall implementation, the computed mean of 4.51 (Very High) reveals that heritage site management
practices are consistently and effectively carried out. This highlights a strong commitment to preservation,
protection, and sustainable management, ensuring that heritage sites remain valuable cultural assets.
Table 4.2 Level of Implementation Community Involvement
COMMUNITY INVOLVEMENT
Mean
Descriptive Rating
1. Involvement of local communities in tourism planning and decision-making.
4.41
Very High
6. 2. Opportunities for local businesses to participate in tourism activities.
4.51
Very High
7. 3. Programs supporting local cultural practices and artisan products.
4.41
Very High
8. 4. Community awareness programs about tourism’s impact on culture and
heritage.
4.44
Very High
9. 5. Involvement of residents in maintaining cultural and environmental
preservation.
4.55
Very High
Overall
4.47
Very High
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Very High
Community Involvement: The mean scores for Community Involvement range from 4.41 to 4.55, also rated as
"Very High" (VH). This signifies a strong level of implementation in engaging the local community in
tourism-related activities and decision-making. Specifically, there's a very high level of implementation in the
involvement of local communities in tourism planning and decision-making (Mean=4.41), opportunities for
local businesses to participate in tourism activities (Mean=4.51), and programs supporting local cultural
practices and artisan products (Mean=4.41). Community awareness programs about tourism's impact on
culture and heritage (Mean=4.44) and the involvement of residents in maintaining cultural and environmental
preservation (Mean=4.55) also show very high levels of implementation. This strong emphasis on community
involvement is a key principle of sustainable tourism, ensuring that local populations benefit from tourism and
are actively involved in the preservation of their cultural and natural heritage (e.g., Tosun, 2006). The
consistently very high ratings suggest that Sta. Maria has been successful in integrating the local community
into its cultural heritage tourism framework.
Table 4.3 Level of Implementation Environmental And Cultural Preservation Policies
ENVIRONMENTAL AND CULTURAL PRESERVATION POLICIES
Mean
Descriptive Rating
Implementation of policies regulating the environmental impact of tourism.
4.49
Very High
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Enforcement of cultural preservation laws and guidelines.
4.39
Very High
Effectiveness of waste management practices at tourist sites.
4.51
Very High
Control over commercial development within heritage areas.
4.55
Very High
Environmental monitoring practices to mitigate tourism’s impact.
4.40
Very High
Overall
4.47
Very High
Legend Numerical Rating
Statistical Range
Descriptive Rating
5
4.21 – 5.00
Very High
Environmental and Cultural Preservation Policies: The mean scores for Environmental and Cultural
Preservation Policies range from 4.39 to 4.55, all rated as "Very High" (VH). This indicates a strong level of
implementation of policies and practices aimed at safeguarding both the environment and cultural heritage in
the context of tourism. Specifically, there's a very high level of implementation in the implementation of
policies regulating the environmental impact of tourism (Mean=4.49), the effectiveness of waste management
practices at tourist sites (Mean=4.51), and control over commercial development within heritage areas
(Mean=4.55). The enforcement of cultural preservation laws and guidelines (Mean=4.39) and environmental
monitoring practices to mitigate tourism's impact (Mean=4.40) also show very high levels of implementation.
The strong implementation in these areas is crucial for mitigating the potential negative impacts of tourism on
both the natural and cultural environment, ensuring the long-term sustainability of Sta. Maria as a cultural
heritage tourism destination (e.g., Weaver, 2006). The consistently very high ratings suggest a strong
commitment to integrating environmental and cultural preservation into the tourism development framework.
Overall Alignment with the Statement of the Problem: The "Very High" level of implementation across all
areas – Heritage Site Management, Community Involvement, and Environmental and Cultural Preservation
Policies – strongly suggests that Sta. Maria, Ilocos Sur has made significant progress in achieving a balance
between preservation and economic growth in its cultural heritage tourism endeavors. The findings indicate a
proactive approach towards managing its heritage assets, engaging the local community, and implementing
policies to protect both the cultural and natural environment. This robust level of implementation likely
contributes positively to the sustainable development of cultural heritage tourism in Sta. Maria, aligning with
the study's aim of understanding how this balance can be achieved.
Table 4.4 Overall Results for Level of Implementation
Areas
Mean
Descriptive Rating
IMPLEMENTATIONS
Heritage Site Management
4.51
Very High
Community Involvement
4.47
Very High
Environmental and Cultural Preservation
Very High
Policies
4.48
Overall
4.49
Very High
The table presents the overall level of implementation of cultural heritage preservation and tourism initiatives
in Sta. Maria, Ilocos Sur. Heritage site management achieved the highest mean of 4.51, which is considered
Very High and shows that efforts to maintain sites, provide visitor amenities, and conserve historical
landmarks are successfully completed. Preservation policies came in at 4.48, which is also Very High,
indicating that rules governing tourism and safeguarding cultural assets are regularly followed. Residents
actively participate in programs like livelihood projects, guided tours, and cultural events, as evidenced by the
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53
community involvement mean of 4.47, which is likewise Very High. The overall mean of 4.49 indicates that
Sta. is rated as having Very High implementation across all indicators. When it comes to combining
preservation and tourism management, Maria has made great strides.
These results suggest that Sta. Maria has laid solid groundwork in sustainable tourism and heritage
conservation. To handle upcoming issues like growing visitor numbers, environmental stresses, and cultural
commodification, these initiatives must be continuously monitored and improved. Although the extremely high
ratings demonstrate how effective the current policies are, they also caution stakeholders and policymakers
against complacency. To guarantee that heritage preservation stays in line with long-term economic growth,
they should instead update regulations, increase training programs, and improve community participation.
Table 8. Relationship between the level of implementation of tourism-related policies and regulations and the
balance between preservation and economic growth of cultural heritage in Sta. Maria, Ilocos Sur
Implementation Level
A. Environmental Impact
0.67**
SP
0.69**
SP
0.63**
SP
B. Infrastructure Development
0.67**
SP
0.65**
SP
0.58**
MP
C. Tourist Behavior and Management
0.65**
SP
0.67**
SP
0.58**
MP
D. Cultural Preservation
0.55**
MP
0.56**
MP
0.49**
MP
Legend: **. Correlation is significant at the 0.01 level (2-tailed).
SP – Strong Positive Correlation; MP – Moderate Positive Correlation
Table 8 illustrates a significant positive correlation between the implementation of policies related to
preservation and economic growth of cultural heritage in Sta Maria, Ilocos Sur. Strong correlations were found
between Environmental Impact policies and levels of Heritage Site Management (r=0.670), Community
Involvement (r=0.685), and Environmental and Cultural Preservation Policies (r=0.632), indicating that
enhanced policy implementation fosters effective heritage management and community engagement.
Infrastructure Development policies also show strong positive correlations with Heritage Site Management
(r=0.671) and Community Involvement (r=0.646), suggesting that appropriate infrastructure supports
sustainable tourism. Similarly, Tourist Behavior and Management policies exhibit strong correlations with
Community Involvement (r=0.666) and moderate correlations with Environmental and Cultural Preservation
Policies (r=0.577), reflective of their role in minimizing negative tourism impacts. Lastly, Cultural
Preservation policies demonstrate a moderate positive correlation with Heritage Site Management (r=0.551)
and Community Involvement (r=0.564), affirming the importance of prioritizing cultural preservation in policy
development for sustainable heritage tourism.
In conclusion, the significant positive correlations across all categories strongly suggest that the level of
implementation of tourism-related policies and regulations in Sta. Maria, Ilocos Sur is indeed significantly
related to achieving a balance between the preservation and economic growth of its cultural heritage. Higher
levels of implementation in areas such as environmental impact, infrastructure development, tourist behavior
management, and cultural preservation are associated with better heritage site management, greater community
involvement, and more effective environmental and cultural preservation policies, all of which are crucial for
sustainable cultural heritage tourism development.
Action Plan
Rationale
Tourism and heritage conservation are vital to the local economy, culture, and environment. This action plan
seeks to balance economic growth with cultural and environmental sustainability. By preserving heritage sites,
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engaging the community, and improving infrastructure, the locality can attract more visitors while maintaining
its cultural identity and natural beauty. The inclusion of environmental management and systematic monitoring
ensures that development remains sustainable, inclusive, and responsive to both community needs and visitor
expectations.
Objectives
1. Preserve and enhance heritage sites through regular maintenance, security improvement, and proper
visitor management to ensure their sustainability for future generations.
2. Promote community involvement in tourism and heritage initiatives by providing training, organizing
events, and fostering local entrepreneurship.
3. Protect the environment and cultural integrity of tourist destinations through waste management,
zoning regulations, and cultural education.
4. Develop sustainable tourism infrastructure that ensures accessibility, safety, and eco-friendliness for
both visitors and residents.
5. Establish a monitoring and evaluation system to assess progress, ensure accountability, and guide
future planning based on measurable results.
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CONCLUSIONS
In the light of the findings of this study, the following conclusions were drawn.
1. From the demographic profile of the respondents, the research found that the majority were young
adults and included both male and female respondents. The majority of the respondents were either into local
businesses, have tourism-related work, or are students. Many of them were also Sta. Maria residents, indicative
of a community-based understanding and outlook towards heritage conservation and tourism.
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2. Coming to the profile of tourist destinations in Sta. Maria, Ilocos Sur, the research discovered that the
municipality has a wide range of attractions. These range from historical and cultural, religious and natural
sites, with leading examples being the UNESCO World Heritage Site—Sta. Maria Church—and natural
attractions like Pinsal Falls. These sites underscore the town's vast tourism potential. As for transport services,
the research found that visitors largely depend on tricycles, jeepneys, and private cars for transportation, hence
making Sta. Maria's tourist attractions mostly open.
3. In terms of the policies and legislation required for balancing tourism development with heritage
conservation, strong community demand for action was revealed by the findings in a number of critical areas.
There is large demand for environmental policy with emphasis on efficient waste management and
conservation of ecologically sensitive areas. In addition, regulating tourist attitudes, such as encouraging
responsible visiting through visitor education programs, is needed. Infrastructure development has also been
viewed as needed, with priority given to upgrading and maintaining roads, signage, and tourist facilities with
minimal environmental footprint. Cultural preservation policies were also viewed as essential, with priority on
enforcing legislation protecting heritage areas and encouraging community-based cultural activities.
4. With regard to the extent of implementation of the balance between preservation and economic
development, the research found that Sta. Maria, Ilocos Sur, has a high degree of implementation in various
aspects. Heritage site management is practiced well, with active measures to maintain, preserve, and protect
heritage sites. Community participation is manifested in active engagement in tourism planning, heritage
education, and cultural programs. Environmental and cultural preservation policies are also strictly enforced,
showing how much the municipality believes in sustainable tourism.
5. Lastly, the study determined that there was a statistically significant and positive correlation between
the degree of implementation of policies on tourism and the balance between preservation and economic
growth. The research established that proper heritage site management and robust participation from the people
are vital in ensuring this balance. This underscores the fact that government action alone may not ensure the
success of Sta. Maria's cultural heritage tourism but must be complemented by community participation and
planned interventions, resulting in higher investments, employment generation, and a better quality of life for
the local population.
RECOMMENDATIONS
Based on the findings and conclusions of this study, the researchers recommend the following measures to
further strengthen the balance between cultural heritage preservation and economic development in Sta. Maria,
Ilocos Sur:
1. Since the demographic profile showed that the majority of respondents were in the younger age bracket,
tourism programs should be designed to integrate modern and experiential activities that appeal to youth
while still preserving authenticity. At the same time, inclusivity measures should be implemented to make
heritage sites more accessible for the older age bracket.
2. The local government and tourism stakeholders are encouraged to diversify and promote existing
attractions beyond historical sites, while improving transportation systems to enhance accessibility for both
locals and tourists.
3. The LGU should strictly implement measures on environmental impact, tourist behavior, infrastructure
development, and cultural preservation. This includes stronger waste management systems, stricter visitor
regulations, and preservation guidelines for heritage structures.
4. Continuous monitoring and evaluation should be done to sustain the efforts. Community involvement
should also be strengthened by providing livelihood programs, cultural education, and training for residents
to ensure their active participation in heritage preservation and tourism.
5. Future research should focus on long-term impacts, particularly on employment, living conditions, and
business opportunities, to further guides policy formulation and sustainable tourism developme
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025
Page 1335
www.rsisinternational.org
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