Cultural identity for local tourism development: A multiple case study of selected One Town, One Product (OTOP) programs in Iloilo Province, Philippines
Leigh Lawrence Ray D. Ikalina & Renia F. De La Peña
Abstract
This qualitative multiple case study explored how selected One Town, One Product (OTOP) programs in the municipalities of Iloilo Province, Philippines promote cultural identity and local tourism development. Data were collated through key informant interviews with 28 participants from seven (7) municipalities across the five (5) congressional districts of Iloilo Province involving local OTOP implementers, producers, and the provincial directors of the Department of Trade and Industry and the Department of Tourism. Moreover, document analysis complemented the interviews to strengthen methodological rigor. Data analysis was done using Braun and Clarke’s (2022) thematic analysis while trustworthiness was assured through Guba and Lincoln’s (2005) validity and reliability criteria. Two emergent themes were unearthed. First, the cultural, economic, and institutional dimensions in the development of OTOP. Second, OTOP identification was framed to have been shaped by government dynamics. The study was limited to local government units (LGUs) with matched OTOP and mapped cultural heritage. Ultimately, the findings imply that a comprehensively institutionalized, culture-centered OTOP framework, collaboratively steered by national agencies, LGUs, and Micro, Small and Medium Enterprises, transforms into a strategic catalyst for cultural identity safeguarding and inclusive local tourism development.
Keywords
cultural heritage, tourism development, cultural tourism, cultural identity, tourism governance
Author information & Contribution
Leigh Lawrence Ray D. Ikalina. 1Doctor of Management. Central Philippine University. Director, Center for Strategic Management and Development, University of San Agustin, Inc. Email: likalina@usa.edu.ph
Renia F. De La Peña. Doctor of Management. Master in Public Management Program Coordinator, Central Philippine University. Email: rfdelapena@cpu.edu.ph
"All authors equally contributed to the conception, design, preparation, data gathering and analysis, and writing of the manuscript. All authors read and approved the final manuscript."
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work was not supported by any funding.
Institutional Review Board Statement
This study was conducted in accordance with the ethical guidelines set by the Central Philippine University. The conduct of this study has been approved and given relative clearances by the Central Philippine University – Research Ethics Review Board.
Data and Materials Availability
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Declaration
The author declares the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used Gemini AI, ChatGPT, and Grammarly in searching appropriate literature, summarizing key points, and paraphrasing ideas. The author takes full responsibility in ensuring proper review and editing of contents generated using AI.
Notes
Acknowledgement
To the participants of the study whose transparency and goodwill made this research possible, especially the Provincial Directors of the Department of Trade and Industry and the Department of Tourism, the Local Government Units of Ajuy, Banate, Janiuay, Lemery, Maasin, Miagao, and Santa Barbara, Iloilo. The researcher immensely values the time, collaboration, and perspectives of the Local Chief Executives, the Local Economic Development and Investment Promotion Officers, Municipal Tourism Officers, and OTOP MSMEs, whose commitment to culture and local development became the cornerstone of this research. Moreover, the researcher acknowledges the respected members of the Dissertation Panel whose scientific insights substantially fortified this study: Dr. Mary O' T. Penetrante, Chairperson, for her solid and thought-provoking scholarly lens and leadership; Dr. Mario A. Tajanlangit, Outside Expert, for his profound industry perspectives that deepened the investigative context; Dr. Rowena M. Libo-On, Member, for her reinforcing, thoughtful, and invaluable recommendations; and Dr. Gynnyn G. Gumban, Member, for her high-impact and sharp academic guidance.
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Cite this article:
Ikalina, L.L.R.D. & De La Peña, R.F. (2026). Cultural identity for local tourism development: A multiple case study of selected One Town, One Product (OTOP) programs in Iloilo Province, Philippines. Journal of Hospitality, Tourism & Cultural Research, 2(2), 22-45. https://doi.org/10.53378/jhtcr.353357
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