TAGUIG CITY MELON FESTIVAL AS A DRIVER OF LOCAL TOURISM PROMOTION

Abstract

The purpose of this study is to measure the level of awareness on Melon Festival of the community in promoting Tourism of Taguig City. Awareness is the ability to directly know and perceive, to feel, or to be cognizant of events. It also describes as a state wherein a subject is aware of some information when that information is directly available. Descriptive quantitative research method was used in this study. It involves the description of the festival and locale, recording of data gathered from initial interview, analysis and interpretation of results based on the survey questionnaires and composition for processes of phenomena. The study dealt directly to the local community of selected barangays in Taguig City. The population of this study includes farmers, barangay officials and residents. The total population was sampled using the Slovin’s formula and proportional stratified sampling. There were 450 respondents taken from the total population. Based on the findings derived from this study, the following conclusions were drawn, findings showed that the three groups of respondents were moderately aware about Melon Festival. Based on the data gathered, they were agreed that the reason why they attend festivals is because they want to experience the culture of one’s place followed by the reason that they are interested in performances, excitement to the event, venue for social interaction and escape. There are more female attendees compare to male attendees and most of them are young teenagers age ranges from 18 and below. Local festivals are increasingly being used as instruments for promoting tourism.