Development Of Balanced Scorecard For Sustainable Tourism In Sasmuan Pampanga Coastal Wetlands, Philippines - Villavicencio, Dianne B.; Gerald M. Salas (Magalang, Pampanga : Pampanga State Agricultural University, 2023)
ABSTRACT Villavicencio, Dianne B. May 2023. DEVELOPMENT OF BALANCED SCORECARD FOR SUSTAINABLE TOURISM IN SASMUAN PAMPANGA COASTAL WETLANDS, PHILIPPINES. BACHELOR OF SCIENCE IN BIOLOGY MAJOR IN ENVIRONMENTAL SCIENCE. Pampanga State Agricultural University. Adviser: Gerald M. Salas, Ph. D. The study utilized a mixed methods research design with a participatory approach to identify sustainable tourism criteria and activities in Sasmuan Pampanga Coastal Wetlands (SPCW), Philippines. Purposive sampling was used to select key respondents, and the Global Sustainable Tourism Council (GSTC) Destination Criteria were adopted to identify sustainable tourism criteria. The Analytical Hierarchy Process (AHP) was performed to prioritize the criteria, and a balanced scorecard (BSC) was developed to evaluate tourism activities in SPCW. The results showed that environmental sustainability received the highest priority score of 0.549, followed by socio-economic sustainability, sustainable management, and cultural sustainability. The Multi-Criteria Analysis (MCA) indicated varying rankings of six tourism activities between experts and barangay representatives. Fishing and birdwatching were rated high in sustainability by experts, with a score of 4.39 and 4.38, respectively, while mangrove- tree planting (4.93) and boating (4.61) were rated high by barangay representatives. The BSC's technical usability and content analysis were found to be acceptable to highly acceptable, with improvement suggestions provided by experts and barangay representatives.