Factors Influencing Foreign Engagement to Filipino Martial Arts (FMA7) Heritage Tourism in Cebu

Abstract

Tourism remains a vital contributor to the Philippine economy, accounting for 8.9% of the country’s Gross Domestic Product (GDP) in 2024. The Tourism Direct Gross Value Added (TDGVA) reached ₱2.35 trillion, a 11.2% increase from 2023, which is partly attributed to the Department of Tourism's (DOT) strategic push for multidimensional tourism under the National Tourism Development Plan (2023–2028). A key initiative under this plan is the development of the Filipino Martial Arts (FMA7) Heritage Tourism Program by the DOT Central Visayas region as a culturally significant and globally competitive tourism product. This study assessed the factors influencing foreign engagement in the FMA7 Heritage Tourism Program in Cebu.Using a descriptive-correlational design, data were collected through a researcher-designed survey questionnaire distributed via Google Forms, with assistance from FMA7 grandmasters and masters. Responses from 40 purposively selected foreign participants were analyzed using frequency counts, percentage, weighted mean, Chi-square test of independence, and One-way ANOVA, and Tukey’s HSD post hoc test.

Predominantly, the respondents were aged 50 to 59 years old, bachelor's degree holders from the United States and the United Kingdom, who occasionally visited Cebu, practiced Balintawak Sugbu and Cacoy Canete Doce Pares, stayed 15–30 days in the Philippines, and frequently visited Cebu and Mactan Island. Using the 7Ps marketing mix, product, place, and people highly influenced foreign engagement to Filipino martial arts (FMA7) heritage tourism in Cebu, while price, promotion, process, and physical evidence moderately influence. There is a significant relationship between the respondents’ amount of money spent and their responses regarding the factors that influenced their decision to join the Filipino Martial Arts (FMA) Heritage Tourism Program in Cebu. Moreover, there is a significant difference in the response to the factors influencing foreign engagement with the FMA7 Heritage Tourism Program. In cultural heritage tourism, particularly, the Filipino martial arts, 7Ps of marketing mix relevance and applicable to tourism—particularly on the social context (people), the provision of well-arranged booking, accommodations, itinerary and training needs and accessible and well-equipped training environment (placed) like scenic spots and culturally-significnat spances emerged as the most influential elements to entice travel intention to th Philippines.