Author

Jun Billy T. Lachica*
Filamer Christian University, Roxas City, Capiz, Philippines

Abstract

This study aimed to assess the sustainability of tourism practices through tourism commercialization during the Ati-Atihan Festival for the year 2026. Specifically, it determined the extent of sustainable tourism practices in terms of environmental sustainability, socio-cultural sustainability, and economic sustainability; the level of tourism commercialization in terms of marketing intensity, profit orientation, and cultural commodification; and the significant relationship between the two variables. The study utilized a descriptive-correlational research design. A total of 100 respondents, including devotees, locals, foreigners, business owners, and local government unit (LGU) representatives, were selected through purposive sampling. Data were gathered using a researcher-made questionnaire consisting of 90 items for sustainable tourism practices and 30 items for tourism commercialization. Mean and standard deviation were used for descriptive analysis, while Pearson r was used to test the relationship at a 0.05 level of significance. The findings revealed that both sustainable tourism practices and tourism commercialization are high. Moreover, there is a very strong and significant relationship between the two variables.

Keywords: Sustainable tourism practices, tourism commercialization, Ati-Atihan Festival.

*Corresponding author / Email: jblachica1991@gmail.com
DOI: http://doi.org/10.69651/PIJHSS05031272

Recommended citation:
Lachica, J. B. T. (2026). Sustainable tourism practices and tourism commercialization of Ati-Atihan Festival. Pantao (International Journal of the Humanities and Social Sciences) 5 (3), 354-369. http://doi.org/10.69651/PIJHSS05031272

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