Abstract

The study’s goal is to better understand the Longganisa Festival and how it affects tourism in Calumpit, Bulacan, Philippines. Initially it explores respondents’ demographics, such as age, gender, and occupation. In addition, it discusses the festival’s activities and the involvement of residents and the local government unit. Furthermore, the study looks into the tourism promotion strategies used for the festival, including print, broadcast, and social media. Likewise, it assesses respondents’ satisfaction levels with the event experience, festival implementation, and planning and preparation. Finally, the study investigates whether there is a significant relationship between the Longganisa Festival and tourism promotion in Calumpit, with the goal of providing useful insights into the festival’s role in boosting tourism in the region. The study’s methodology encompasses comprehensive data collection through surveys with local residents, government units, and business owners to evaluate the Longganisa Festival’s impact on tourism in Calumpit, Bulacan, Philippines. Utilizing the universal sampling method ensures a diverse representation of participants, including tourists, business owners, and government officials.

Keywords: Festival tourism, Marketing strategy, Philippine tourism, Sustainability, Culture