Abstract: This study involves the assessment of the potential of Ambon-Ambon and Malagaslas Falls in Laurel, Batangas, Philippines as a tourist attraction using descriptive research and the survey method to describe the profile of the survey participants; assess the potential of Ambon-Ambon and Malagaslas Falls with regard to services, tangibles and sustainability of Ambon-Ambon and Malagaslas Falls; and ascertain the views of the survey participants as regards facilities and services that can be added as features of Ambon-Ambon and Malagaslas Falls to increase their potentialas a tourist attraction. The participants in the study included 80 local residents living within the vicinity of Ambon-Ambon and Malagaslas Falls and 10 local officials involved in tourism development of the town. Data were gathered from the participants through the use of a survey questionnaire.
The results revealed that both local officials and local residents gave the highest rated assessment to the sustainability feature of Ambon-Ambon and Malagaslas Falls followed by services. This means that both local officials and local residents felt that the sustainability attribute of the waterfalls was being maintained and that the natural endowments of the site were still intact and not yet exploited. The tangibles of Ambon-Ambon and Malagaslas Falls, on the other hand, received the lowest rating from the local residents and local officials, which suggested that this feature needed much improvement to increase the potential of the falls as a tourist attraction. Lastly, it was concluded that the most important facilities and services that must be added at the Ambon-Ambon and Malagaslas Falls based on the views of local residents and local officials include shower rooms, souvenir shops, travel directions, improved road facilities, refreshment and retail outlets, and more picnic sites. Based on these significant findings and conclusions, it was therefore recommended that additional shower rooms, souvenir shops, provision of travel directions, improved road facilities, refreshment and retail outlets, and more picnic sites be provided at the Ambon-Ambon and Malagaslas Falls.
Keywords: Assessment of Tourist Attraction, Potential Ambon-Ambon and Malagaslas Falls, Laurel, Batangas.
Title: Assessing the Potential of Ambon-Ambon and Malagaslas Falls in Laurel, Batangas, Philippines as a Tourist Attraction
Author: Marivic Delos Santos, Haannah Magne L. Anadon, Maricris B. Caballero, Sarah May J. Inion, Akina Garcia M. Matsuo, John Leomar D. Novelo
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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