Viability of Rural Tourism in Malitbog, Southern Leyte, Philippines

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.