Title: Exploring The Impact Of The Annual Subic Carnival On Tourism Development In Subic Bay Freeport Zone
Authors: Pinca
Jullina Mae L. BSTM
Sia
Lizette Ann P.
Lagman
Jenny Mae M.
De La Cruz
John Vincent G.
Volume: 10
Issue: 7
Pages: 312-323
Publication Date: 2026/07/28
Abstract:
This qualitative research study explores the impact of the Annual Subic Carnival on tourism development in Subic Bay Freeport Zone, Philippines. Utilizing purposive sampling, researchers conducted structured interviews with (10) ten key stakeholders, including tourists, residents, business owners, and event organizers. Data were analyzed using thematic analysis. The findings reveal that the carnival significantly enhances positive tourist experiences through a festive atmosphere and diverse entertainment like carnival rides and food stalls. It serves as a vital marketing tool, driving tourist arrivals and organic social media promotion. Furthermore, the event booster's economic growth by providing livelihood opportunities for local vendors and strengthening the community's image as a vibrant, family-friendly destination. Despite its success, the study identifies critical challenges in waste management, parking, and crowd control. The research concludes that while the carnival is a powerful catalyst for local and regional tourism, improved organizational planning is essential for long-term sustainability.