December 7, 2025 12:54:22 PM

Research & Development

Advancing Knowledge in Tourism, Heritage, and Sustainability

Research Agenda 2025-2026

The College of Tourism Management focuses on studies that impact local communities and the global tourism industry.

Strategic Master Plan: City & PCIC Alignment

Executive Summary

This strategic research report presents a comprehensive framework for the development of the tourism sector in Pagadian City, Zamboanga del Sur, specifically designed to align with the institutional roadmap of the Pagadian City International College (PCIC).

As the designated Regional Center of the Zamboanga Peninsula (Region IX), Pagadian City is currently navigating a critical transition from a component city to a potential Highly Urbanized City (HUC). Under the administration of Mayor Samuel S. Co, the local government has identified tourism—particularly agri-tourism, eco-tourism, and MICE (Meetings, Incentives, Conferences, and Exhibitions)—as a primary engine for inclusive growth.

However, physical infrastructure constitutes only the "hardware" of destination development. The "software"—human capital, service excellence, and innovative management—must be supplied by the local education sector. This report posits that Pagadian City International College (PCIC) is the strategic pivot point for this transformation. By harmonizing the city's tourism master plan with PCIC's academic offerings, the local government can create a self-sustaining ecosystem where academic training directly addresses industry gaps.

1. The Agri-Tourism Pipeline

The Goal: Address the shortage of entrepreneurs skilled in managing farm tourism sites.


PCIC Action: We are integrating "Farm Tourism Management" into the BSTM curriculum. Our campus Demo Farms serve as commercial laboratories where students learn to manage "farm-to-table" experiences before applying them at the city's Agri-Tourism and Heritage Complex.

2. Digitalization & Smart Tourism

The Goal: Modernize destination marketing and enable digital payments (Fintech)


PCIC Action: Through our BS Multimedia Arts program, students create professional vlogs and content for assets like Manga Falls and Puting Balas. We also train Tourism students on digital payment systems (like GCash) to ensure local businesses are "fintech-ready".

3. Professionalizing the Workforce

The Goal: Elevate service standards for MICE (Meetings, Incentives, Conferences, Exhibitions).


PCIC Action: The LGU mandates that operators within city-owned facilities, such as the Pagadian City Waterpark and Convention Center, accept PCIC interns. This provides the city with a uniformed, semi-skilled workforce trained in Service Recovery and Crisis Communication.

SWOT Analysis of the Local Tourism Sector

Strengths (Internal) Weaknesses (Internal)
  • Governance: The City Mayor serves as PCIC Chairman, ensuring streamlined decision-making.
  • Assets: Unique topography ("Little Hong Kong") and accessible sites like Manga Falls, Waterpark, and AsensoConvention Center
  • Funding: High budget allocation (PHP 69M+) for tourism infrastructure.
  • Skills Gap: Lack of specialized farm tourism managers and digital marketers.
  • Maintenance: Risk of degradation in natural sites without professional management.
  • Accommodation: Limited high-end inventory for MICE delegates.
Opportunities (External) Threats (External)
  • Agri-Tourism Trend: National push for farm tourism aligns with city assets.
  • Digital Nomadism: 5G availability allows for "workation" marketing.
  • PCIC Growth: New academic programs can quickly adapt to market needs.
  • Regional Travel: Post-pandemic "revenge travel" favors nature/road-trip destinations.
  • Political Discontinuity: Projects may stall after the current administration's term.
  • Security Perception: Regional security issues (real or perceived) can deter international investment.
  • Climate Change: Coastal assets (Puting Balas, Boulevard) vulnerable to rising sea levels/storms.

Featured Student Research

Sustainability

The Impact of Plastic Ban on Pagadian Resorts

Authors: Juan Dela Cruz, Maria Clara

An analysis of how the 2024 city ordinance affected operational costs and tourist satisfaction.

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Culinary Tourism

Marketing Local Delicacies to International Tourists

Authors: Jose Rizal, Andres Bonifacio

A feasibility study on packaging and exporting local Pagadian snacks as souvenir products.

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Heritage

Digital Mapping of Historical Sites

Authors: Apolinario Mabini

Creating an interactive QR-code based map for the historical walking tour of the city.

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