Republic of the Philippines

North Eastern Mindanao State University

Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

CHAPTER 1

THE PROBLEM AND ITS SETTING

Introduction

In today’s rapidly advancing digital age, technology plays a crucial role in

various aspects of our lives, including the growth and development of tourism.

(Manente,2020). Technology can be defined as items which are of a practical nature,

are arts or crafts, have their origins in the mechanical or scientific area, involve

methods used to improve productivity, and provide objects necessary for human

sustenance and comfort (Wherthne,2019). Technology is crucial to the tourism and

travel industry, helping businesses with day-to-day operations while improving the

customer experience. For this reason, hotels, airlines, restaurants, and other

companies must keep up with the latest technology trends within the travel industry.

Technology can assist businesses through improved accuracy and convenience

while helping reduce or eliminate human error.

According to Kevser Çınar (2020) over the past two decades, the travel and

tourism sector has undergone a significant, revolutionary upheaval. Mobile

technology offers Customers the ability to locate, personalize, and buy tourism items.

It also supports the Internationalization of the sector by giving users access to tools

for creating, managing, and distributing beneficiaries globally. It is now quite simple

for everyone to rapidly learn as much about the globe as they desire because to

these constant advances in mobile technology Global travelers now have more

flexibility, options, and freedom to travel than ever before because to the use of
 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

smartphones, tablets, and other mobile devices. Mobile Technology and the internet

provide instant information to everyone around the globe. Before the widespread use

of technology, travelers had to rely on travel agents to make recommendations and

secure bookings. These days, all of this information is readily available online.

Travelers can read travel blogs to learn about destinations. They can also search for

destinations on social media for travel ideas and tips. Travelers can use online travel

agent (OTA) sites and online directories to discover places to stay, eat, and things to

do.

Technology has contributed to the massive economic growth of tourism in

several ways. First, the overall societal economic growth achieved, in part, due to

applications of technology has provided the time and economic means for people to

travel. Cantilan does not reach its full potential due to a lack of investment, which is

one of the reasons, even though it has the capacity to be an excellent tourist

attraction. Cantilan, Surigao del Sur, a small town nestled in the southeastern part of

the Philippines, with its pristine beaches, rich cultural heritage, and untapped natural

wonders, Cantilan has the potential to become a thriving tourist destination.

However, harnessing the power of technology is essential to fully realize this

potential. By utilizing technology, Cantilan can enhance its tourism industry by

improving accessibility, promoting sustainable practices, and creating unforgettable

experiences for visitors. Thus, it is imperative to investigate the benefits of utilizing

technology to foster the growth of tourism in Cantilan, Surigao del Sur.

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

This research sought to explore the benefits of utilizing technology to foster

the growth of tourism in Cantilan, Surigao del Sur. Furthermore, this research

explores how to boost tourism industry to be progressive. Furthermore, this research

explores how to boost tourism industry to be progressive.

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

1. Theoretical/Conceptual Framework

Innovation Diffusion Theory (IDT)

The Innovation Diffusion Theory, proposed by Everett Rogers (1962) is a well-

established framework that explains how new ideas, innovations, or technologies are

adopted and diffused within a society or a community. In the context of your study,

you can apply this theory to analyze how various technological innovations in

tourism, such as online booking platforms, mobile apps, or virtual reality

experiences, are adopted and diffused among tourists and tourism service providers

in Cantilan. Understanding the diffusion process can help identify potential barriers to

adoption and strategies for promoting the use of technology to enhance tourism.

Resource-Based View (RBV) Theory

The Resource-Based View (RBV) theory, introduced by Jay Barney in (1991)

focuses on how a firm's unique resources and capabilities can lead to a sustained

competitive advantage. In the context of your study, you can apply RBV to analyze

how technology, such as digital marketing strategies, data analytics, and information

systems, can be considered valuable, rare, and difficult to imitate resources that

contribute to the growth of tourism in Cantilan. By identifying and leveraging these

resources, tourism stakeholders can gain a competitive edge and foster sustainable

tourism development.
 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Social Exchange Theory (SET)

Social Exchange Theory (SET), developed by George C. Homans in (1958) posits

that individuals engage in social relationships and interactions based on the

expectation of receiving rewards or benefits. In the context of your study, you can

apply SET to understand how tourists and tourism service providers in Cantilan

engage in the exchange of information, services, and experiences facilitated by

technology. By examining the perceived benefits and costs associated with

technology adoption and usage, you can gain insights into how technology

contributes to the growth of tourism in Cantilan and how these exchanges shape the

tourism ecosystem.

Reference: Homans, G. C. (1958). Social behavior as exchange. American Journal

of Sociology, 63(6), 597-606. Barney, J. B. (1991). Firm resources and sustained

competitive advantage. Journal of Management, 17(1), 99-120. Rogers, E. M.

(1962). Diffusion of Innovations. Free Press.

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

The researcher adopted the Input, Process, Output (IPO) model. It includes all of the

materials and the information that are required in the process.

INPUT PROCESS TECHNOLOGY HELP

THE TOURISM IN
1. What type of tourism  Survey
TERSM OF:
establishment? Questionnaire

1.1 Name (optional) 2.1 Marketing Strategy

1.2 Length of operation 2.2 Quality Customer

1.3 Type of business; Service

and 2.3 Social Relationship

1.4 Nature of service

Figure 1: Schematic Diagram of the Study

The first box is the input, it consists the respondent’s profile as well as aspects

related to the educational research’s dependent and independent variables. Usually,

all the details specified in the statement of the problems are stipulated here.

The second box is the process, it includes the questionnaires that were utilized, the

observation that were made, the data collection method, and the statistical analysis
 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

of the data. Data tabulation, analysis, and interpretation are also included. It includes

everything from the initial gathering of information or data to the final results and

recommendations of the educational research.

The third box is the output, this includes the action taken after the interpreting the

results of the study. Action plan, intervention program, recommendation and other

related things taken for considerations.

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Statement of the problem

The primary aim of this research is to determine the benefits of utilizing

technology to foster the growth of tourism in Cantilan, Surigao del Sur.

Specifically, this study seeks to answer the following questions:

1. What type of tourism establishment?

1.1 Name (optional)

1.2 Length of operation

1.3 Type of business; and

1.4 Nature of service

2. What are the benefits of utilizing technology to the tourism in Cantilan, Surigao del

Sur?

3. On the survey result, what are the recommendations based on the data gathered?
 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Hypotheses

The null hypothesis and alternative hypothesis guide this study:

H0: Is there is no significant relationship between using the traditional method of

promoting and utilizing technology to foster the growth of tourism in Cantilan,

Surigao Del Sur?

H1: Is there a significant relationship between using the traditional method of

promoting and utilizing technology to foster the growth of tourism in Cantilan,

Surigao Del Sur

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Significance of the Study

Accommodation Business’s owners and management – This study would

be beneficial to the business owner because this will serve as a guide for them about

using technology. In this study, the business owner can have information and

knowledge on how they can promote their business and to be recognize. It helps

connect potential customers with businesses an allows businesses to share

information about their products and services.

Staff – This study would be beneficial also to the employees for them to have

an easy access to their customers, they can answer the queries of customers

anytime.

Tourism and Hospitality industry – The result of this study would be a help to the

future business owner for the advance knowledge or ideas in relates to using

technology in their business. This will educate them in terms of determining

consumer behavior, connecting with consumers, learning the effectiveness of using

technology in terms of building the image of the company, promoting the company

and targeting consumers.

Future Researcher – This study would be beneficial to the future

researcher because they can get some information that might needed in their

research and some of their question may possibly be answered by this study.
 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Scope and limitation of the Study.

This study will cover the benefits of utilizing technology to foster the growth of

tourism here in Cantilan, Surigao del Sur. Each of the respondents is given the same

questionnaires to answer. The results of this study will be applicable only to the

respondents of this study. The main source of data will be the questionnaires, which

is prepared by the researchers. In Cantilan, Surigao del Sur, this study focuses on

the advantages of using technology to promote tourism growth. The data collection

will be done at random among a group of hotel employees, local business owners,

and locals.

The advantages of using technology to promote the expansion of tourism in

Cantilan, Surigao del Sur, will be covered in this study. The same surveys are

supplied to all of the respondents for completion. Only the responders to this study

will be able to use the study’s findings. The surveys that the researchers create will

be the primary source of data.

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph

Definition of Terms

Industry - A group of people or organizations that create a specific type of

good or service.

Technology - Application of scientific knowledge for useful ends or

applications, whether in business or daily life.

Tourism - The practice of spending time away from home on leisure,

relaxation, and pleasure while utilizing services that are offered for a fee.

Tourism Industry - The total number of enterprises that directly support

business, pleasure, and leisure activities outside of the home environment.

Internationalization - The process of adjusting a good, service, or

operational offer for market entry and expansion abroad.

Economic - The study of shortage and its effects on resource consumption,

creation of products and services, expansion of production and welfare over time,

and a wide range of other complicated issues of paramount importance to society.

Economic Growth - The rise in production of goods and services per person

over a specified time period

 Republic of the Philippines
North Eastern Mindanao State University
Formerly Surigao del Sur State University
Cantilan,Surigao del Sur
Telefax No. 086-214-4221
Website: www.sdssu.edu.ph