INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
Viability of Rural Tourism in Malitbog, Southern Leyte, Philippines  
La Arnie L. Salvacion*  
Graduate School, University of Cebu- Main, Philippines  
*Corresponding author  
DOI: https://dx.doi.org/10.51244/IJRSI.2025.12110040  
Received: 21 November 2025; Accepted: 28 November 2025; Published: 05 December 2025  
ABSTRACT  
Rural tourism has emerged as a significant avenue for sustainable development, promoting economic growth  
while preserving cultural and natural resources. This study assessed the viability of rural tourism in Malitbog,  
Southern Leyte, Philippines, focusing on natural beauty, cultural heritage, accessibility, accommodations,  
marketing, and socio-economic factors. The research also aimed to identify hindrances to tourism development  
and propose a tourism road map for sustainable growth. A descriptive-correlation research design was  
employed, utilizing primary data collected from 100 respondents, including 50 local residents and 50 tourists  
from selected barangays. Data were gathered through a validated researcher-made questionnaire and analyzed  
using frequency, percentage, weighted mean, ranking, and Chi-square tests. Findings indicated that all aspects  
of rural tourism in Malitbog were rated highly viable. Natural beauty and resources received the highest  
ratings, followed by cultural heritage and activities. Accessibility, accommodation, marketing, and socio-  
economic factors were also deemed highly viable, highlighting Malitbog’s potential as a rural tourism  
destination. Hindrances identified included gaps in signage, safety measures, and tourism-related  
entrepreneurial skills. Statistical analysis revealed no significant relationship between respondents’  
demographic profiles and their perceptions of tourism viability, suggesting that infrastructure, marketing, and  
community engagement are more influential factors. The study concludes that Malitbog possesses strong  
potential for sustainable rural tourism development. Recommendations include improving accessibility,  
enhancing safety and security measures, strengthening marketing efforts, and providing training to boost local  
participation. A proposed tourism road map outlines actionable strategies for stakeholders to harness tourism as  
a tool for inclusive economic growth and heritage conservation.  
Keywords: rural tourism, sustainable development, cultural heritage, tourism viability, community  
engagement  
INTRODUCTION  
Rural tourism can be a powerful tool for sustainable development, but it is important to ensure that tourism is  
developed in a way that benefits the local community and protects the environment. Consequently, the analysis  
of definitions reveals four key aspects of rural tourism that include location, sustainable development,  
community-based features, and experiences (Rosalina et al., 2021). In addition, it is confirmed that efforts to  
understand sustainable rural tourism from the customer perspective have been increased since customer loyalty  
is considered important for sustainability (An & Alarcon, 2020). Chen et al. (2023) stated that, tourists who  
have positive experiences in rural areas are more likely to remember them, feel connected to nature, and be  
aware of environmental issues. Hence, it’s a timely contribution as rural tourism is becoming increasingly  
important in the global tourism industry (Priatmoko et al., 2023) and is often seen as a way to promote heritage  
conservation and sustainable development (Zielinski et al., 2020).  
Moreover, J. Yang et al. (2021) concluded, that local government should implement tourism-related  
development projects to enhance rural tourism activities to develop the local economy and increase  
employment. As Kumar & Valeri (2022) noted, the most important factors influencing rural tourism  
development are infrastructure development, growing environmental conscience, support of local government  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025  
and community, availability of funds with the government and participation of the private sector. However,  
integrating cultures into rural tourism is not always successful (Tang & Xu, 2023). As indicated by Wang &  
Sun (2023), building diverse social linkages between local governments and rural residents is conducive to  
promoting cooperation, shedding light on rural cooperative behaviors, and sustainable tourism development.  
As a teacher of Hospitality and Tourism Management at Southern Leyte State University, the researcher is  
wellprepared to study whether rural tourism could be successful in Malitbog, Southern Leyte. Through the  
researcher’s teaching and experience, she learned a lot about tourism, especially in smaller, rural places like  
Malitbog. She understands the local community and its needs, which will help her do this research effectively.  
By using what she knows about tourism and working closely with the community, she hopes to find out if rural  
tourism could be a good thing for Malitbog.  
In her role as a mentor to aspiring hospitality and tourism students, the researcher has witnessed firsthand the  
transformative power of tourism in rural settings. She has seen how initiatives aimed at promoting sustainable  
tourism can empower local communities, create employment opportunities, and foster a sense of pride in their  
heritage. These experiences have fueled her belief in the viability of rural tourism to catalyze positive change  
in Malitbog, motivating her to undertake this research with unwavering dedication and passion.  
Objectives  
This study determined the viability of rural tourism in Malitbog, Southern Leyte, Philippines. The findings  
served as the basis for a proposed tourism road map for sustainable rural tourism development. Specifically,  
this study sought to:  
1. Determine the profile of the respondents in terms of age, gender, civil status, occupation, and length of  
stay.  
2. Assess the viability of rural tourism in Malitbog in terms of: natural beauty and resources, cultural  
heritage and activities, accessibility and infrastructure, accommodation and services, marketing and  
promotion, and socioeconomic factors.  
3. Identify the hindrances to the development of rural tourism in terms of accessibility, peace and order,  
and safety and security.  
4. Analyze the relationship between the profile of the respondents and the viability of rural tourism.  
5. Propose a tourism road map to enhance rural tourism development in Malitbog, Southern Leyte.  
METHODOLOGY  
Design  
The study used the Descriptive-Correlation method, employing Primary Data to assess the viability of rural  
tourism in Malitbog, Southern Leyte. The data were gathered from selected Barangays in Malitbog. Figure 1  
shows the flow of the study.  
Figure 1 Flow of the Study  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue XI November 2025  
Environment  
The researcher conducted the study in the municipality of Malitbog, Southern Leyte. Southern Leyte, often  
referred to as the "Land of History," gained this title due to the Spanish colonization of the region, which lasted  
for over 300 years. During this period, Christianity was introduced, and the Spaniards built several churches  
and convents, leaving a lasting cultural and historical legacy. In 1959, Southern Leyte was separated from  
Leyte and became an independent province.  
Malitbog is a town located in the province of Southern Leyte, in the Eastern Visayas region of the Philippines.  
It is characterized by lush landscapes, scenic coastlines, and the natural beauty typical of the area. The  
municipality consists of 37 barangays, categorized as follows: 21 barangays are coastal, 4 are inland, and 12  
are mountain barangays. The data for the study were gathered from the barangays of San Vicente, San Jose,  
and Sta. Cruz, which provided diverse perspectives on the viability of rural tourism.  
Geographically, Malitbog is blessed with fertile lands that support agricultural activities, while its surrounding  
seas offer abundant fishing opportunities, making agriculture and fishing the primary economic activities in the  
area. The town is also home to well-known tourist spots such as the historic Malitbog Church, known for its  
Spanish-era architecture. The stunning Malitbog pristine beaches further highlight the town’s coastal charm,  
attracting visitors seeking natural beauty and cultural heritage. Studying Malitbog offers insights into the  
complexities of rural life in the Philippines and the interplay between culture, economy, and environment in  
shaping local communities.  
Respondents  
The study's respondents were tourists and local residents staying in Malitbog, Southern Leyte, in 2024. This  
was one vital process that kept the study successful. All of these participants were selected through random  
sampling, which ensured that each member of the population had an equal chance of being included in the  
sample.  
The respondents consisted of fifty (50) tourists, both local and international, and fifty (50) residents of the  
barangay. The researchers chose this municipality because it was deemed suitable and applicable to the study.  
Instrument  
The researcher utilized researcher-made survey questionnaires that were given to the respondents. The  
instrument was designed to focus on answering the statement of the problem. The questionnaire contained 24  
questions, which allowed the researchers to obtain the required data for the study.  
Before conducting the actual data collection, the questionnaire was validated, pilot-tested to  
nonparticipants/non-respondents, and underwent a reliability test. It passed the reliability test with a  
Cronbach’s alpha result of .840, ensuring that the instrument was reliable and effective in gathering data.  
The data-gathering instrument for the viability was structured on a scale ranging from 4 to 1, where: 4- highly  
viable, 3- moderately viable, 2- less viable, and 1- not viable.  
Meanwhile, the data-gathering instrument for the hindrances was structured on a scale ranging from 4 to 1,  
where: 4- strongly agree, 3- agree, 2- disagree, and 1- strongly disagree. The legend helped the researcher  
analyze the results of the data-gathering process.  
Research Procedure  
The researcher-made instrument was used to gather data about the respondents. The researchers also asked for  
the full cooperation of the respondents in filling out and answering the researcher-made questionnaires based  
on their self-assessment. Once the tabulation and computation were done, the researcher analyzed and  
interpreted the data.  
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Gathering Data  
The researchers decided to conduct the study in Malitbog, Southern Leyte, wherein the respondents were  
tourists and local residents.  
The researcher sought written approval from the mayor of the municipality and the selected respondents to  
conduct a study about the viability of rural tourism in Malitbog, Southern Leyte, Philippines.  
The respondents were allowed to answer the research questionnaire, provided that the researcher was present  
during the period. The information and data were collected, classified, and treated accordingly.  
Data Analysis  
Frequency Count and Percent were used to help the researchers summarize data by providing a quick overview  
of the most common values in a data set. They were also used to analyze data by identifying patterns and  
trends, and to interpret data by providing insights into the meaning of the data.  
Weighted Mean was used to summarize, analyze, and interpret the data by giving more weight to responses  
from certain groups of respondents.  
The data were gathered and treated accordingly. After the tabulation, analysis, and interpretation of the  
gathered data, the researchers summarized the findings, conclusion, and recommendation of the study.  
RESULT AND DISCUSSION  
This section presents the findings from the survey conducted among the locals and the tourists regarding the  
viability of rural tourism in Malitbog, Southern Leyte, Philippines. The data is organized into key categories,  
including the demographic profile of respondents, the rural tourism’s viability in various dimensions such as  
natural beauty, cultural heritage, accessibility, accommodation, marketing, and socio-economic factors, as well  
as the hindrances to tourism development. These results were analyzed and interpreted to provide insights into  
the current strengths, challenges, and opportunities for developing Malitbog as a rural tourism destination.  
A. Profile of the Respondents  
This section presents the demographic profile of the respondents in terms of age, gender, civil status,  
occupation, and length of stay. Understanding these characteristics provides context for interpreting their  
perceptions of rural tourism viability in Malitbog, Southern Leyte.  
TABLE 1 PROFILE OF THE RESPONDENTS  
Respondents' Profile  
Frequency  
Percent  
21  
18-24 yo  
25-30 yo  
31-39 yo  
40-49 yo  
50 & above yo  
Male  
21  
18  
24  
19  
18  
43  
57  
46  
18  
24  
Age Group  
19  
18  
43  
Gender  
Female  
57  
Single  
46  
Civil Status  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
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Married  
39  
7
39  
7
Separated  
Widowed  
Student  
8
8
21  
39  
12  
19  
9
21  
39  
12  
19  
9
Employed  
Self-employed  
Unemployed  
Retired  
Occupation  
Tourist (short stay)  
11-20 yrs  
50  
7
50  
7
21-30 yrs  
12  
14  
10  
7
12  
14  
10  
7
Length of Stay  
31-40 yrs  
41-50 yrs  
51 & above yrs  
Total  
100  
100  
The data presents key trends among the respondents by identifying the categories with the highest frequencies  
for each demographic variable. In terms of age, the largest group belongs to the 31–39 age bracket, comprising  
24 respondents (24%), followed closely by those aged 18–24 and 40–49 years. This shows that the sample is  
largely composed of individuals in their early to mid-adulthood, a stage often associated with active economic  
participation and travel engagement. As for gender, female respondents form the majority with 57 individuals  
(57%), indicating stronger female representation in the survey. Regarding civil status, the highest frequency is  
observed among single respondents, totaling 46 individuals (46%), followed by married participants at 39%.  
For occupation, the largest group consists of employed respondents (39%), reflecting individuals who are  
economically active and likely to have regular exposure to tourism-related activities. Meanwhile, the length of  
stay data shows that tourists with short stays represent the biggest share of the sample, accounting for 50  
respondents (50%), while the remaining half are long-term residents who have stayed in the community for  
varying durations. These demographics suggest that the respondents are predominantly young to middle-aged  
adults, mostly female, and largely employed, with a significant portion consisting of short-term tourists. Such  
characteristics may influence how they perceive rural tourism, as employed and younger adults typically  
demonstrate greater mobility, interest in leisure activities, and openness to new tourism experiences. The  
profile also reflects a balanced mix of locals and visitors, contributing to a comprehensive understanding of  
rural tourism viability from both resident and tourist perspectives.  
The finding aligns with Place Attachment Theory, as developed by (Scannell & Gifford, 2010), which  
emphasizes the emotional bonds individuals form with specific places over time. According to the theory,  
shortstay tourists may exhibit lower levels of place attachment, focusing primarily on recreational and  
aesthetic experiences. Medium- and long-term residents, however, are more likely to develop strong  
attachments to the area, prioritizing its preservation and sustainability. These differing perspectives influence  
how individuals evaluate and engage with tourism development.  
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INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)  
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B. Viability of Rural Tourism  
Presented in the table is the viability of rural tourism at Malitbog, Southern Leyte in terms of Natural Beauty  
and Resources, Cultural Heritage and Activities, Accessibility and Infrastructure, Accommodation and  
Services, Marketing and Promotion, and Socio-Economic.  
TABLE 2 NATURAL BEAUTY AND RESOURCES  
Indicator  
Mean  
Viability  
1. The natural beauty and scenery of rural areas are attractive to tourists 3.61  
Highly Viable  
Highly Viable  
2. The uniqueness and variety of natural attractions (waterfalls, caves)  
are a draw for tourists  
Aggregate Mean  
3.60  
3.61  
Highly Viable  
The data shows that the overall mean for Natural Beauty and Resources is 3.61 and is described as highly  
viable. The highest-rated indicator is indicator 1, the natural beauty and scenery of rural areas are attractive to  
tourists, with a mean of 3.61, described as highly viable. The least-rated indicator is indicator 2, the uniqueness  
and variety of natural attractions (waterfalls, caves) are a draw for tourists, with a mean of 3.60, also described  
as highly viable. The findings imply that Malitbog’s natural attractions are a strong asset for rural tourism  
development, highlighting the importance of preserving and promoting the town’s pristine landscapes and  
scenic views as a primary draw for visitors.  
TABLE 3 CULTURAL HERITAGE AND ACTIVITIES  
Indicator  
Mean Viability  
1. The cultural traditions and festivals are well-preserved and appealing to tourists 3.68  
Highly Viable  
Highly Viable  
Highly Viable  
2. Local handicrafts and products have the viability to be successful souvenirs  
3.48  
Aggregate Mean  
3.58  
The data shows that the overall mean for Cultural Heritage and Activities is 3.58 and is described as highly  
viable. The highest-rated indicator is indicator 1, the cultural traditions and festivals are well-preserved and  
appealing to tourists, with a mean of 3.68, described as highly viable. The least-rated indicator is indicator 2,  
local handicrafts and products have the viability to be successful souvenirs, with a mean of 3.48, also described  
as highly viable. The findings imply that Malitbog’s cultural heritage and activities are strong assets for rural  
tourism, highlighting the importance of continuing to preserve festivals, traditions, and local products as key  
attractions for visitors.  
TABLE 4 ACCESSIBILITY AND INFRASTRUCTURE  
Indicator  
Mean  
3.61  
Viability  
1. The ease of access for tourists using public transportation  
2. The quality of roads leading to rural tourist destinations  
Highly Viable  
Highly Viable  
Highly Viable  
Highly Viable  
3.54  
3. The availability of basic amenities (toilets, rest areas) caters to tourist needs 3.58  
4. Signage and tourist information are readily available  
3.39  
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Aggregate Mean  
3.53  
Highly Viable  
The data shows that the overall mean for Accessibility and Infrastructure is 3.53 and is described as highly  
viable.  
The highest-rated indicator is indicator 1, the ease of access for tourists using public transportation, with a  
mean of 3.61, described as highly viable. The least-rated indicator is indicator 4, signage and tourist  
information are readily available, with a mean of 3.39, also described as highly viable. The findings imply that  
Malitbog’s accessibility and infrastructure are supportive of rural tourism development, emphasizing the need  
to maintain good transportation options, quality roads, basic amenities, and adequate tourist information to  
enhance the visitor experience.  
TABLE 5 Accommodation and Services  
Indicator  
Mean  
Viability  
1. There is a sufficient variety of accommodation options (homestays, resorts)  
for tourists  
Highly Viable  
3.63  
3.62  
3.40  
3.55  
2. The quality of accommodation options meets tourist expectations  
3. The availability of enough tour guides and tourism service providers  
Aggregate Mean  
Highly Viable  
Highly Viable  
Highly Viable  
The data shows that the overall mean for Accommodation and Services is 3.55 and is described as highly  
viable.  
The highest-rated indicator is indicator 1, there is a sufficient variety of accommodation options (homestays,  
resorts) for tourists, with a mean of 3.63, described as highly viable. The least-rated indicator is indicator 3, the  
availability of enough tour guides and tourism service providers, with a mean of 3.40, also described as highly  
viable. The findings imply that Malitbog’s accommodation and tourism services are well-positioned to support  
rural tourism, highlighting the importance of maintaining quality lodging options and ensuring the availability  
of skilled tour guides and service providers to enhance the visitor experience.  
TABLE 6 Marketing and Promotion  
Indicator  
Mean  
Viability  
Highly Viable  
1. The effectiveness of marketing and promotion efforts in rural tourism  
destinations  
3.45  
2. The strength of the online presence (websites, social media) for promoting  
the tourism  
Highly Viable  
Highly Viable  
3.40  
3.43  
Aggregate Mean  
The data shows that the overall mean for Marketing and Promotion is 3.43 and is described as highly viable.  
The highest-rated indicator is indicator 1, the effectiveness of marketing and promotion efforts in rural tourism  
destinations, with a mean of 3.45, described as highly viable. The least-rated indicator is indicator 2, the  
strength of the online presence (websites, social media) for promoting the tourism, with a mean of 3.40, also  
described as highly viable. The findings imply that Malitbog’s marketing and promotion efforts are generally  
effective, highlighting the importance of strengthening online platforms and social media presence to attract  
more tourists and enhance the visibility of rural tourism destinations.  
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TABLE 7 SOCIO ECONOMIC  
Indicator  
M ea n  
Viability  
1. To what extent do the local residents possess the skills and knowledge  
necessary to participate in and benefit from rural tourism initiatives (e.g.,  
hospitality, handicraft production, tour guiding)?  
Highl y Viable  
3.39  
2. What is the current level of entrepreneurial spirit and interest among local  
residents to start and operate tourism-related businesses (e.g., homestays,  
souvenir shops, local food stalls)?  
Highl y Viable  
Highl y Viable  
3.49  
3.44  
Aggregate Mean  
The data shows that the overall mean for Socio-Economic Viability is 3.44 and is described as highly viable.  
The highest-rated indicator is indicator 2, the current level of entrepreneurial spirit and interest among local  
residents to start and operate tourism-related businesses (e.g., homestays, souvenir shops, local food stalls),  
with a mean of 3.49, described as highly viable. The least-rated indicator is indicator 1, the extent to which  
local residents possess the skills and knowledge necessary to participate in and benefit from rural tourism  
initiatives (e.g., hospitality, handicraft production, tour guiding), with a mean of 3.39, also described as highly  
viable. The findings imply that while the local community shows strong potential for participation in rural  
tourism, there is a need to further enhance skills and training to maximize economic benefits.  
TABLE 8 Summary of Viability of Rural Tourism  
Indicators  
Mean  
3.61  
3.58  
3.53  
3.55  
3.43  
3.44  
3.52  
Interpretation  
Highly Viable  
Highly Viable  
Highly Viable  
Highly Viable  
Highly Viable  
Highly Viable  
Highly Viable  
A. Natural Beauty and Resources  
B. Cultural Heritage and Activities  
C. Accessibility and Infrastructure:  
D. Accommodation and Services  
E. Marketing and Promotion  
F. Socio-Economic  
Overall Mean  
The data shows that the overall mean score of 3.52, classified as highly viable, reflects the respondents'  
recognition of Malitbog’s strengths in various aspects of rural tourism, including natural beauty, cultural  
heritage, accessibility, accommodations, marketing, and socio-economic factors. This indicates that Malitbog  
has a solid foundation to develop as a rural tourism destination, with significant opportunities for growth and  
improvement. Among the indicators, the highest mean score was 3.61 for Natural Beauty and Resources,  
classified as highly viable. This suggests that the respondents place the greatest value on Malitbog’s scenic  
landscapes, pristine attractions, and natural assets as key drivers of its tourism viability. The second-highest  
mean score, 3.58, was for Cultural Heritage and Activities, also rated as highly viable. This reflects the  
importance of Malitbog’s rich cultural traditions, vibrant festivals, and local handicrafts in enhancing its appeal  
as a rural tourism destination. While other dimensions also received high scores, Marketing and Promotion and  
Socio-Economic scored slightly lower with mean scores of 3.43 and 3.44, respectively. These scores suggest  
that while respondents acknowledge the efforts in promoting Malitbog and the entrepreneurial potential of its  
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residents, there is room for improvement in enhancing digital visibility, training local residents, and  
encouraging community participation in tourism initiatives.  
The findings align with Hierarchy of Needs (Maslow, 1943), which emphasizes the importance of addressing  
basic and higher-level needs to achieve development. The high scores for natural beauty and cultural heritage  
align with the aesthetic and self-actualization needs of tourists, while the slightly lower scores for  
socioeconomic factors highlight the necessity of meeting local residents’ physiological and safety needs  
through tourism-related livelihood opportunities. A related study, Sustainable Rural Tourism Development: A  
Community-Based Approach by (Hall & Richards, 2000), supports these findings. The study highlights the  
importance of leveraging natural and cultural resources while fostering community engagement to create  
sustainable rural tourism. Similar to the results in Malitbog, the research emphasizes the need to balance  
tourism development with local participation and infrastructure enhancement to ensure long-term success.  
C. Hindrances to the Development of Rural Tourism  
Presented in the table are the results of the respondents' perceptions regarding the various areas of hindrance to  
rural tourism development in Malitbog, Southern Leyte. The data highlighted key issues such as accessibility,  
peace and order, and safety and security.  
TABLE 9 Accessibility  
Indicator  
Mean  
3.62  
3.65  
3.49  
3.59  
Agreement Level  
Strongly Agree  
Strongly Agree  
Strongly Agree  
Strongly Agree  
1. Public transportation is reliable and convenient.  
2. The quality of roads leading to tourist destinations is good.  
3. There are clear signage and directions to guide tourists to attractions.  
Aggregate Mean  
The data shows that the overall mean for Accessibility is 3.59 and is described as strongly agree, indicating that  
respondents perceive accessibility as a significant factor in rural tourism development. The highest-rated  
indicator is indicator 2, the quality of roads leading to tourist destinations is good, with a mean of 3.65,  
described as strongly agree. The least-rated indicator is indicator 3, there are clear signage and directions to  
guide tourists to attractions, with a mean of 3.49, also described as strongly agree. The findings imply that  
while public transportation and road quality are generally seen as reliable and convenient, there is room for  
improvement in providing clearer signage and directions to enhance tourists’ navigation and overall experience  
in Malitbog.  
TABLE 10 PEACE AND ORDER  
Indicator  
Mean Agreement Level  
1. I feel safe and secure visiting tourist destinations  
3.61  
Strongly Agree  
2. There are minimal incidents of crime or disturbances that could  
disrupt tourist activities.  
3.55  
Strongly Agree  
3. The presence of law enforcement and security personnel is  
reassuring to tourists.  
3.42  
3.53  
Strongly Agree  
Strongly Agree  
Aggregate Mean  
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The data shows that the overall mean for Peace and Order is 3.53 and is described as strongly agree, indicating  
that respondents perceive safety and security as important factors in rural tourism development. The highest  
rated indicator is indicator 1, I feel safe and secure visiting tourist destinations, with a mean of 3.61, described  
as strongly agree. The least-rated indicator is indicator 3, the presence of law enforcement and security  
personnel is reassuring to tourists, with a mean of 3.42, also described as strongly agree. The findings imply  
that while visitors generally feel safe and incidents of crime are minimal, maintaining a visible presence of law  
enforcement and security personnel is essential to further enhance tourists’ confidence and the overall appeal  
of Malitbog as a rural tourism destination.  
TABLE 11 Safety and Security  
Indicator  
Mean Agreement Level  
1. Tourist destinations are well-maintained and pose minimal risk of accidents  
or injuries.  
3.43  
3.40  
Strongly Agree  
Strongly Agree  
2. There are adequate safety measures in place for activities like swimming,  
hiking, or spelunking.  
3. Tourists have access to emergency medical services in case of accidents or  
illnesses.  
3.39  
3.41  
Strongly Agree  
Strongly Agree  
Aggregate Mean  
The data shows that the overall mean for Safety and Security is 3.41 and is described as strongly agree,  
indicating that respondents perceive safety measures as an important aspect of rural tourism development. The  
highestrated indicator is indicator 1, tourist destinations are well-maintained and pose minimal risk of  
accidents or injuries, with a mean of 3.43, described as strongly agree. The least-rated indicator is indicator 3,  
tourists have access to emergency medical services in case of accidents or illnesses, with a mean of 3.39, also  
described as strongly agree. The findings imply that while tourist sites are generally well-maintained and safe,  
there is a need to enhance safety measures and ensure adequate access to emergency services to further  
improve visitor confidence and minimize risks during activities in Malitbog.  
TABLE 12 Summary of the Hindrances to The Development of Rural Tourism  
Indicators  
Mean  
3.59  
3.53  
3.41  
3.51  
Interpretation  
Strongly Agree  
Strongly Agree  
Strongly Agree  
Strongly Agree  
A. Accessibility  
B. Peace and Order  
C. Safety and Security  
Overall Mean  
The data presents the summary of the hindrances to the development of rural tourism in Malitbog, Southern  
Leyte, based on key dimensions: accessibility, peace and order, and safety and security. The overall mean score  
of 3.51, interpreted as strongly agree, reflects the respondents’ recognition of these factors as critical  
challenges that need to be addressed to enhance the viability of rural tourism in the area. The relatively high  
mean score suggests that respondents strongly agree on the importance of improving infrastructure, ensuring  
public safety, and implementing safety measures to create a more appealing and secure tourism environment.  
These factors significantly influence the overall visitor experience and the likelihood of tourists choosing  
Malitbog as a destination. The highest-ranked dimension was accessibility, with a mean score of 3.59,  
interpreted as strongly agree. This highlights that respondents place great importance on reliable public  
transportation, well-maintained roads, and clear signage to guide tourists to key attractions. Accessibility  
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remains a primary concern for rural tourism, as it directly impacts the ease of travel and exploration for  
visitors. The second-highest dimension was peace and order, scoring 3.53, also interpreted as strongly agree.  
Respondents emphasized the significance of maintaining a stable and peaceful environment, with minimal  
incidents of crime or disturbances. The presence of law enforcement and security personnel further contributes  
to fostering confidence among tourists and creating a positive perception of the destination. The lowest-ranked  
dimension, safety and security, received a mean score of 3.41, still interpreted as strongly agree. This indicates  
that while respondents acknowledge existing safety measures, there is room for improvement in areas such as  
emergency medical services, safety protocols for recreational activities, and maintaining tourist facilities.  
The findings align with Maslow's Hierarchy of Needs (Maslow, 1943), which identifies safety and security as  
fundamental requirements that must be met to enable individuals to fully enjoy higher-level experiences such  
as recreation and exploration. Enhancing infrastructure, public safety, and emergency response systems in  
Malitbog will not only address these hindrances but also strengthen its position as a reliable and tourist-  
friendly rural destination. A study that supports these findings is Challenges in Rural Tourism Development:  
Addressing Safety and Accessibility Concerns by (Lane & Kastenholz, 2015). The study highlights the critical  
role of infrastructure, safety, and public security in promoting rural tourism. Similar to the results in Malitbog,  
the research emphasizes the need for collaborative efforts to improve accessibility, foster peace and order, and  
implement effective safety measures to enhance the tourism experience.  
D. Relationship Between the Profile of the Respondents and the Viability of Rural Tourism  
Presented in the table below are the results of the statistical analysis conducted to determine whether there is a  
significant relationship between the respondents’ profiles in terms of age, sex, civil status, occupation, and  
length of stay in relation to rural tourism viability.  
TABLE 13 Significance of The Relationship Between the Profile of The Respondents and The Viability of  
Rural Tourism  
Chi-Square  
Test Value  
Rural Tourism Viability vs.  
n
df p-Value Decision Ho  
Remark  
A. Age Groups  
B. Sex  
100 18.289  
100 6.278  
100 7.585  
100 14.545  
100 5.902  
16 0.307  
0.179  
Failed to Reject Ho Not Significant  
Failed to Reject Ho Not Significant  
Failed to Reject Ho Not Significant  
Failed to Reject Ho Not Significant  
Failed to Reject Ho Not Significant  
4
C. Civil Status  
12 0.817  
16 0.558  
20 0.999  
D. Occupation  
E. Length of Stay  
*Significant at a = 0.05 level  
The data presents the significance of the relationship between the respondents’ profile (age, sex, civil status,  
occupation, and length of stay) and the viability of rural tourism in Malitbog, Southern Leyte. The analysis  
reveals no significant relationship between these demographic factors and the different aspects of rural tourism  
viability. Therefore, the null hypothesis is accepted for all indicators, indicating that age, sex, civil status,  
occupation, and length of stay do not significantly influence respondents’ perceptions of rural tourism viability.  
The findings suggest that other factors may play a more important role in shaping perceptions of rural tourism.  
The findings align with the Theory of Planned Behavior (Ajzen, 1991), which suggests that attitudes,  
subjective norms, and perceived behavioral control are stronger predictors of behavior and perceptions than  
demographic characteristics. In the context of rural tourism, individuals' attitudes toward tourism development  
and their experiences with local attractions may have a greater impact on their perceptions than their age,  
gender, or civil status. Moreover, a related study, Exploring the Influence of Demographics on Perceptions of  
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Tourism Development by (Nunkoo & Ramkissoon, 2012), supports these findings. The study found that while  
demographic variables like age and gender were not significant predictors of attitudes toward tourism, other  
factors such as community involvement and perceived economic benefits had a stronger influence.  
E. Proposed Tourism Road Map  
TABLE 14 Tourism Road Map  
Key Area  
Specific Issue  
Improvement Strategy  
Timeline Responsible  
Stakeholders  
Weak online presence Develop and maintain an Short-term LGU, Tourism  
Marketing  
&
Promotion  
(websites, social media)  
official tourism website (3-6  
Office, Private  
Sector  
and active social media months)  
pages  
showcasing  
attractions, events, and  
accommodations.  
Limited  
efforts  
promotional Partner  
with  
travel Medium- Tourism Office,  
influencers and bloggers to term  
promote Malitbog as a (6-12  
Local  
Entrepreneurs  
rural tourism destination.  
months)  
Lack  
of  
tourism Create brochures, maps, Short-term  
LGU, Tourism  
brochures  
materials  
and and digital guides that (3-6 months) Office, Local  
highlight key attractions  
and distribute them in  
transport hubs, hotels, and  
online.  
Businesses  
Limited  
Conduct  
training  
and Medium-term TESDA, DTI,  
on (6-12 LGU, Academe  
tourismrelated businesses months)  
Socio-Economic  
entrepreneurial skills workshops  
among locals  
(homestays,  
food stalls).  
handicrafts,  
Low participation in Provide micro-financing or Medium-term LGU, NGOs, DTI  
tourism enterprises  
grants for locals to start (6-12  
tourism-related businesses. months)  
Lack of clear signage Install directional and Short-term  
LGU, DPWH,  
Accessibility &  
Infrastructure  
and  
tourist informational signage in (3-6 months) Tourism Office  
information  
key locations (e.g., road  
intersections, tourist sites).  
Need for guided tours Establish  
a
tourism Medium-term LGU, Tourism  
and  
centers  
information information center and (6-12  
train local guides. months)  
Office, Private  
Sector  
Emergency response Set up a dedicated tourist Long-term  
LGU, PNP, Local  
Health Units  
Safety  
Security  
&
services are limited  
assistance  
improve  
desk  
and (1-2 years)  
emergency  
response coordination.  
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CONCLUSION  
The study concludes that rural tourism in Malitbog, Southern Leyte, holds significant viability across all key  
dimensions: natural beauty and resources, cultural heritage and activities, accessibility and infrastructure,  
accommodation and services, marketing and promotion, and socio-economic factors.  
There was no significant relationship found between respondents' demographic profiles and their perceptions  
of tourism viability, indicating that factors like infrastructure, marketing, and community readiness play a more  
critical role.  
Addressing these challenges through targeted interventions, such as improving transportation, enhancing safety  
measures, and strengthening community engagement, is essential to unlocking Malitbog’s full potential as a  
sustainable and inclusive rural tourism destination.  
ACKNOWLEDGEMENT  
The researcher wishes to express her sincere gratitude and heartfelt indebtedness to God Almighty for His  
abundant blessings and guidance, which made the completion of this study possible. Deep appreciation is  
likewise extended to those who offered their invaluable support throughout this journey. Special thanks to her  
adviser, Dr. Rene D. Osorno, for his guidance; to her statistician, Dr. Richard Alcantara, for his expertise; and  
to the Panel of Examiners—Dr. Grayfield T. Bajao, Dr. Ily E. Abella, and Chairman Dr. Yolanda C. Sayson—  
for their insightful feedback and encouragement. She also conveys her deepest appreciation to her beloved son,  
family, colleagues, and friends for their unwavering love, strength, and support. Lastly, gratitude is extended  
also to the Municipality of Malitbog, Southern Leyte, and the participants for their time in answering the  
questionnaire seriously, which contributed to this research journey. The completion of this study would not be  
realized without the contributions of the mentioned individuals.  
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