Background of the Study
In the study conducted by Tourism Travel Forum, Tourism is defined as the activity
generated by visitors travelling to and staying in places outside their usual environment for
leisure, business and other purposes. By definition, the ‘tourism activity’ stretches across
multiple industries and ancillary services and further encompasses the visitor journey both to
and within a destination.1
Tourism industry originated from tourists’ desire to travel, ended with the satisfaction of
the desire. Therefore, without paying little attention to the demand, planning should make
meeting tourists’ desire its initial target. Gunn 1992 thought that tourism planning is a course to
determine an appropriate prospective action after a series of choices. The course is dynamic,
interactive. The prospective action is the achievement of goals as well as the formulation of
policies. Tourism Planning is a series of systems of goals and overall arrangements, based on
regional tourism, history, current situation and market factors. Tourism development plan by the
planning scope and level of government is divided into the national tourism development
planning, regional tourism development planning and local tourism development planning. In
this case of the Municipality of Lubao, the study will put emphasis on local tourism development
planning.
Lubao is one of the most interesting municipalities in Pampanga where to conduct a
study related to tourism since it is the oldest also historical, cultural and religious heritage in
Pampanga. What makes it more interesting is the fact that the municipality itself promoted
Lubao as tourist destination which also means that the residents of the municipality is open for
the chances of transforming the humble town into a tourist spot. While tourism is an economic
activity largely carried out by the private sector in most countries, the local government makes
policies and plans for tourism development in terms of the municipalities economic objectives.
These objectives aim at earning profits, creating employment, attracting investment and
ensuring more equitable and more widespread distribution of income. On the other hand is
should also consider almost all aspects of life, and this means that the tourism industry must be
viewed as an integrated whole with an impact on not just the economy, but also society, culture
and the physical environment. This requires consideration of what tourism does to the
environment and the quality of life, and how it affects the needs of local people.
Lubao is known as one of the riches and municipality of Pampanga with most number of
barangays. There are already established tourism destinations in the municipality; however,
1|Page
In the study conducted by Tourism Travel Forum, Tourism is defined as the activity
generated by visitors travelling to and staying in places outside their usual environment for
leisure, business and other purposes. By definition, the ‘tourism activity’ stretches across
multiple industries and ancillary services and further encompasses the visitor journey both to
and within a destination.1
Tourism industry originated from tourists’ desire to travel, ended with the satisfaction of
the desire. Therefore, without paying little attention to the demand, planning should make
meeting tourists’ desire its initial target. Gunn 1992 thought that tourism planning is a course to
determine an appropriate prospective action after a series of choices. The course is dynamic,
interactive. The prospective action is the achievement of goals as well as the formulation of
policies. Tourism Planning is a series of systems of goals and overall arrangements, based on
regional tourism, history, current situation and market factors. Tourism development plan by the
planning scope and level of government is divided into the national tourism development
planning, regional tourism development planning and local tourism development planning. In
this case of the Municipality of Lubao, the study will put emphasis on local tourism development
planning.
Lubao is one of the most interesting municipalities in Pampanga where to conduct a
study related to tourism since it is the oldest also historical, cultural and religious heritage in
Pampanga. What makes it more interesting is the fact that the municipality itself promoted
Lubao as tourist destination which also means that the residents of the municipality is open for
the chances of transforming the humble town into a tourist spot. While tourism is an economic
activity largely carried out by the private sector in most countries, the local government makes
policies and plans for tourism development in terms of the municipalities economic objectives.
These objectives aim at earning profits, creating employment, attracting investment and
ensuring more equitable and more widespread distribution of income. On the other hand is
should also consider almost all aspects of life, and this means that the tourism industry must be
viewed as an integrated whole with an impact on not just the economy, but also society, culture
and the physical environment. This requires consideration of what tourism does to the
environment and the quality of life, and how it affects the needs of local people.
Lubao is known as one of the riches and municipality of Pampanga with most number of
barangays. There are already established tourism destinations in the municipality; however,
1|Page
