Tourism business managers’ practices for sustainable municipal tourism development
Juanda Lee T. Rayos & Jonathan N. Cube
Abstract
This study investigated the sustainable practices of tourism business managers in achieving municipal tourism development in Candelaria, Quezon. Employing a quantitative-descriptive research design, the study surveyed 35 experienced tourism business managers selected through purposive sampling to assess their sustainability practices, challenges, and perceived opportunities. The findings revealed that the respondents consistently implemented sustainable practices aligned with the Sustainable Development Goals (SDGs), particularly in promoting economic growth, environmental stewardship, and social development. Despite this strong commitment to sustainability, the respondents identified several challenges, including overconsumption of water and energy, inadequate transportation infrastructure, and a shortage of skilled tourism personnel. At the same time, they recognized significant opportunities to strengthen the tourism sector through technological innovation, multi-stakeholder collaboration, and enhanced community engagement. The study concludes that a gap exists between the competencies developed through tourism management education and the practical demands of the tourism industry. Consequently, it recommends that higher education institutions offering tourism management programs integrate sustainability-oriented and industry-responsive learning experiences into their curricula, with particular emphasis on risk management, digital literacy, and community-based tourism strategies. Aligning academic preparation with industry sustainability competencies will better equip future tourism professionals to contribute to resilient, responsible, and sustainable tourism development. The findings provide valuable insights for curriculum enhancement and serve as a strategic reference for municipal tourism planning and sustainable tourism development initiatives.
Keywords
sustainable tourism, tourism business managers, tourism education, community-based tourism
Author information & Contribution
Juanda Lee T. Rayos. Doctor of Philosophy. Associate Prof III B, Manuel S. Enverga University Foundation-Candelaria, Inc. Email: rayosjuandalee@mseuf.edu.ph
Jonathan N. Cube. Corresponding author. Master of Arts in Science Education. Research Officer, Manuel S. Enverga University Foundation-Candelaria, Inc. Email: cubejonathan@mseuf.edu.ph
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work was not supported by any funding.
AI Declaration
The author declares the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used ChatGPT and LMNotebook in summarizing key points and paraphrasing ideas. The author takes full responsibility in ensuring proper review and editing of content generated using AI.
Notes
This paper was presented in the International Conference on Multidisciplinary Industry and Academic Research
Acknowledgement
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Cite this article:
Rayos, J.L.T. & Cube, J.N. (2026). Tourism business managers’ practices for sustainable municipal tourism development. Industry and Academic Research Review, 4(1), 100-119. https://doi.org/10.53378/iarr.234
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