CORDILLERA CAREER DEVELOPMENT COLLEGE

Buyagan, Poblacion, La Trinidad, Benguet

Simplified
Feasibility Study on:

Opening of Bachelor of Science in Tourism

In Cordillera Career Development
College

March, 2023
Rationale:
Today, tourism industry is one of the fields that give diversity to the country’s
economy. With the enactment of Republic Act 10816 (R.A. 10816), popularly known as
the Farm Tourism Development Act of 2016, which provides an overarching framework
for developing and promoting farm tourism activities in the country, farm tourism
destinations have opened up across the country, drawing local and foreign tourists. In
2017, Sen. Cynthia Villar, chair of the Senate agriculture and food committee, led the
launching of the farm tourism initiative. Since then, she has been encouraging farmers to
learn to develop agribusinesses by converting their farms into tourism destinations with
restaurants and homestay facilities, or as agriculture training centers.

With this tourism initiative, nature/ecotourism and agritourism started to

propagate. As Quitasol (2019) pointed, the Philippines’ topography is very ideal for
ecotourism and agritourism farms, such as those in Benguet. Hence, leisure farms or farm
resorts, as they called by the DOT, have sprung up in different regions of the country
(Lesaca, 2019).

The interactive agritourism activity initially started in the Municipality of La

Trinidad, Benguet which was followed by the propagation of ecotourism and nature
tourist spots such as Mount Pulag, Ambungdulan caves, Tekip Falls, and among others.
Recently there are about thirty (30) nature tourist spots that are identified potential for
tourist development.

Meanwhile, as farm tourism develops under the branch of nature-based tourism,

agritourism started to thrive such as John and Kenny farm, Lay-odan farm, and Bosigan
farm which are all located in Mankayan, Benguet. Northern Blossom Farm Park and
ADMIRALS Park which is owned and manned by Cordillera Career Development
College are also one of the destinations in Atok and La Trinidad that are regularly visited
by local tourists. There are other farms that gradually adopt agritourism activities.

With the above-mentioned information, Cordillera Career Development College

(CCDC) wanted to expand their course offering to augment the career path of the senior
high school students and other college students who are interested in making a career in
the area of travel and tour industry. Since the school is situated in La Trinidad, Benguet,
where the center of business and tourism, it is deemed necessary to offers course on
tourism management.

About the School:

Brief History:
The notion for establishing an institution arose after a casual conversation among
close friends about bold endeavors. Initially, the proposal was regarded as a "foolish
joke," given each person's financial situation. It was taken seriously, however, when each
member considered how, with their educational backgrounds and professional
experiences, everyone could play a significant part in the management of a single
educational institution. Indeed, the group met the standards of the Securities and
Exchange Commission-Baguio Branch to register the Cordillera Career Development
College (CCDC) as a corporation on April 6, 1993, making it the "first private
educational institution of higher learning in the BIMAK provinces.

CCDC began its operation during the summer term of 1993 in rented classrooms
of the Pelizloy Center at Km. 5, La Trinidad, Benguet. There were fifty-nine (59)
students enrolled in modular computer courses, review class for the NTC test and typing
class. Remedial reading, writing, and arithmetic programs were also offered to grade
school pupils.

Enrolment in the several programs such as Auto-Diesel Technology, modular

classes in computer, Pre-school, and Midwifery began with a little more than 100
students during the first semester and expanded to more than 200 during the second
semester of school year 1993-94. The first graduation ceremony was conducted at the
Benguet Capitol Auditorium with graduates and participants from the computer, modular
courses and the Pre-school.

Amazingly, with the opening of additional programs, the enrollment during the
start of School Year 1994-1995 rose to more than 500 and further increased to 870
college students during the second semester. The new courses then were the Graduate
School, Dental Hygiene, Computer Secretarial, Computer Technology, Computer
Technician, Auto-Diesel Technology and Bachelor of Arts. Out of this number, a total of
157 students were among the first graduates in 1995 from the following courses: One–
year Computer Secretarial; Two-year Computer Technician; Two-year graduate
Midwifery and modular courses in computer.

CCDC was first envisioned merely to be a Pre-elementary, review and modular

computer center. However, with efficient leadership coupled with sufficient educational
experiences and warm encouragement from the community elders, the plan has been
altered to include grade school, secondary, technical-vocational, tertiary and yes, even
graduate education courses and a College of law!

From then on, new programs were offered with the enrollment continuously
increasing. The need for expansion was seen, hence, a three-story main building was
constructed in a 2,500 lot area in Buyagan, Poblacion, La Trinidad in 1995. At present,
the college has three buildings and a gymnasium constructed in a 5,500 sq.m lot and
management is on the process negotiating the purchase of another 6,500 sq. m. lot located
just adjacent to the present campus for its expansion project.
 CCDC was not earlier meant to compete with older and bigger institutions but
rather to complement and supplement their efforts in our common goal to educate our
youth. However, because members of management have always kept in mind their
responsibility to provide quality and relevant education, the performance of the
institution’s graduates are now at par or equal, if not even better than, the graduates of
other institutions.

CCDC continues to bloom in its student population coming from all over the
region and continues to adhere to the primary goal of providing quality education to the
Filipino Youth, particularly to the Cordilleran.

Vision:
The center of global 21st century education for all.
Mission:
Deliver quality education through holistic, accessible, and inclusive learning (HAIL).
Philosophy:
The student is the center of the educational process. All efforts of the school of the
school is anchored on ensuring access of learners to quality education they so much
deserve, through active collaboration with all school stakeholders, learners become
highly competent graduates in their respective fields who exemplify excellent values as
responsible global citizens and leaders.

Values:
Competence, Commitment, Global Citizenship and Synergy

Brief Description with Goals of the Proposed Program:

Tourism Management is a four-year collegiate degree program offered to
individuals who are interested in making a career in the area of travel and tour industry.

Tourism Management Program prepares students to work in the dynamic tourism

industry in sectors like travel and tourism. The course will give students the knowledge
and understanding how tourism businesses operate, how tourists behave and what impact
tourism has on communities, cultures and the environment. It also helps to develop a
wide range of skills that can be applied to a variety of managerial and entrepreneurial
roles in the expanding tourism industry particularly emphasizing on the cultural, social
and economic aspects of tourism, its special models in different societies and its impact
on the regional and global economy. It also prepares students to plan a wide range of
tourism activities and manage tourist products considering existing circumstances and
conditions.
 A course in Tourism Management consists of studying General Education
subjects (as mandated by CMO No 62 s.2017 and tourism-specified subjects that
discusses the various facets of travel and leisure industry. The tourism core subjects offer
fundamental concepts and operational competencies for this sector such as Principles of
Tourism, Tourism Planning and Development, Tourism Management, Entrepreneurship
and Business planning, Event Management, and more. Off-campus Internship and on-the-
job training afford students with the practical experience in the area of their choice to
help them decide on their career options in the future.

A. Goals of the Proposed Program

With the above- mentioned information, our proposed course offering is in

congruence with the specific program goals as spelled out in CHED CMO no. 62 s. 2017
on BS Tourism Management, thus:

A graduate of BS Tourism Management should be able to:

1. Select and deploy task-appropriate forms of oral, written, digital, and graphic
communication.
2. Explain the diverse nature of tourism, including culture and place, global/local
perspectives, and experience design and provision.
3. Contextualize tourism within broader cultural, environmental, and economic
dimensions of society.
4. Apply relevant technology for the production and management of tourism experiences
as well as organize and control resources for effective and efficient tourism operations.
5. Apply principles of sustainability to the practice of tourism in the local and global
context through application of various research methods commonly used in the context of
tourism.
B. Market Viability:
From a global perspective, the industry of Tourism and Hospitality is one of the
major industries that became significant in the economic growth of each country.
Sofronov (2018) stated that tourism and hospitality could change people's lives for the
better by providing sufficient livelihood that can minimize poverty and peace through
intercultural understanding. Theron et al. (2018) also noted that the two industries are
recognized as primary employment sources in society.

In addition, the tourism industry contributed a much higher percentage to the

country's GDP and employment rate in 2019 compared to the previous years (Philippine
Statistics Authority, 2021).
 Meanwhile, the Cordillera has been a natural ecotourism destination over the past
several decades. Even before the formal establishment of the Cordillera Administrative
Region (CAR) by virtue of Executive Order (EO) No. 220 issued by former President
Corazon C. Aquino on July 15, 1987, each of the 75 municipalities, 6 provinces and 2
cities have their own unique natural attractions that serve as a pull for foreign and
domestic visitors wanting to explore key destinations outside their places. The different
famous tourist destinations such as the Banaue Rice Terraces which was branded as the
Eighth Wonder of the World, the Sagada burial caves, the Kabayan mummies, and the
vegetable, flower and strawberry farms enjoy the advantage of being a name recall
among tourists who are now in their middle and old ages but the other attractions seem to
be difficult to remember because of their unpopular name, place or kind of attraction
within the area (Herald Express, 2016).

Like in the Summer Capital which has been popularly known as Baguio City, the
famous tourist destinations enjoy a distinct advantage over other upcoming potential
tourist destinations such as the different waterfalls, the towering and majestic mountains
of Mountain Province, other waterfalls, rivers and caves that have various different
features that are located in the different parts of the region.

With these thriving tourism industries particularly in CAR, the Higher

Educational Institutions (HEIs) are encouraged to provide the students a more
comprehensive student career opportunity program that will address the changes in
student career perceptions and uncertainties on their future career opportunities in the
Tourism Industry.

In terms of market viability of Tourism graduates in the Philippines, The Tourism

Industry is among the most profitable sectors to experience career growth due to its
impact on the business sector.

C. Career opportunities for BS in Tourism graduates

C.1. Entry Level jobs. Jobs requiring no prior to minimal level of experience:

o Hotel and Resort Personnel – provides hospitality and accommodation

assistance to travelling patrons
o Travel Agency Clerk – work usually takes place behind an agency
counter where he helps clients book the necessary travelling requirements
o Travel agents – assist customers in choosing their destination,
transportation, lodging and travel plans
o Tour Escort – accompany a client or groups of people on an organized
trip or packaged tour arranged for them by tour companies
o Baggage Handlers – load and unload luggage and freight from aircraft
between flights
 o Government Tourism Staff – works under the tutelage of local tourism
officer in bringing about its agencys mission

C.2. Mid-Level Positions. Require trainings and prior job experience of a few
years:

o Reservation Personnel for Travel Agencies – responsible for scheduling

flight accommodations and hotel reservations at the most affordable cost.
o Travel Sales Representative – an agent from a travel agency that sells
promoted transportation tickets or lodging accommodations.
o Event coordinator or assistant – helps in the successful execution of
touring plans and itinerary such as room scheduling and facility approval
in fairs, festival and conferences.
o Tourist Language interpreter – guides visitors in the language of their
choice and interprets the cultural and natural heritage of an area. This
person must possess an area-specific qualification and certification issued
and/or recognized by the appropriate authority.
o Travel Writer – authors guide books and reviews, with the intent being to
educate the reader about the destination, provide helpful advice for those
visiting the destination, and inspire readers to travel to the destination

C.3. Advanced Positions. Require years of extensive experience and practice:

o Travel Counselor – handles inquiries and provides travel advice in

making reservations for international and domestic flights, hotel
accommodation, package tours, and other transportation arrangements.
Attending sales calls and meetings for travel sales presentations.
o Event organizer – plans and arrange touring events, promotions, cruise,
expedition, etc. from conception through to completion
o Government Tourism officers – develop and promote tourism activities
to attract visitors and generate significant economic benefits for a
particular region or site.
o Hotel and Resort Managers – oversee the over-all lodging operations,
from finances to all facilities and staff members.
o Tourism researchers – provide market research, analysis, planning and
marketing strategies/services for tourism-related businesses
o Tourism Academicians – faculty members, instructors, and teachers in an
institution that provides tourism education

D. Employment Environment:
The Cordillera TSA report shows that Baguio City remains as the major
contributor to the regional economy with its consistent record having the highest share in
internal tourism expenditure from 2016 to 2019. In terms of employment, 4 out of 100
are employed in tourism industries. In 2019, it contributed a total ₽322.09 billion in the
CAR gross regional domestic product.
 As shown in Figure 1, below, there is a dramatic influx of tourists in the six (6)
provinces of CAR and in Baguio City from mid-term year of 2016 until the last months
of 2019. Though tourism industry was nearly crippled during the first quarter of 2020 due
to the COVID19 pandemic. Despite the lockdown and limited mobilization of people,
locals started to patronize their own tourist destinations found in their places. Tourism
starts to pick up in the early months of 2021, indicating a promising increase of tourist
arrivals in CAR. Meanwhile even if the tourist arrival decreases its number during the
height of COVID19 pandemic, majority of the locals started to patronize the tourist spots
in their own places that boasts the tourism industry and pave way to the expansion new
tourism destinations in the Cordillera region particularly in the province of Benguet.

Chart Title
2000000
1800000
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
2016 2017 2018 2019 2020 2021

Abra Apayao Baguio City Benguet

Ifugao Kalinga Mt Prov
(Source: Department of Tourism, CAR)
Figure 1. Distribution of Tourist Arrivals according to Year and Province

With the country’s opening to international travel after a setback brought about by
COVID19 pandemic, foreign tourist arrivals in the country reached 202,700 as of 7 April
2022, mostly from the US, Canada, United Kingdom, South Korea, and Australia (DOT,
2022). The DOT projected foreign tourists will reach anywhere between 2 million and 5
million in 2022, considering the global pandemic and the projections by the United
Nations World Trade Organization (UNWTO). Moreover, according to the Tourism
Congress of the Philippines (TCP), the sector is expected to bounce back in 2023 or
2024, once herd immunity has been reached and confidence to travel in the Philippines
has been regained. The projection is in line with the Bureau of Immigration’s estimated
increase in passenger arrivals to 10,000 to 15,000 daily as the country transitions to the
new normal.
 The DOT also reported of an estimated 5.23 million tourism-related jobs
generated. There were also 11,989 DOT-accredited tourism enterprises as of December
29, 2022. A total of 25,770 tourism stakeholders have also been trained.

With the projected number of tourist arrival and estimated tourism-related jobs
along with the increasing number tourism destination and establishments, there is now a
wide latitude of employment opportunities for graduates of BS in Tourism management.

1. Prospective Students (Enrolment Projection)

A. Target Market & Supply/Demand Analysis:
Our main target market are Senior High School graduates from the 13
municipalities of Benguet, including the City of Baguio. Although in the actual
scenario, we have students coming from the other CAR provinces namely Mountain
Province, Ifugao, Abra, Apayao, and Kalinga. This is not to discount other students
who also come from Region I ( Ilocos Region) and Region II (Cagayan Valley). It is
also our experience that those enrolling in the college are not fully decided on the
degree program they wish to pursue hence, career guidance is regularly conducted by
the guidance office.

As a very conservative projection, a survey was administered to senior high

school students in grades 11 and 12 who are officially enrolled at CCDC. Students
from our school was selected since they represent the thirteen (13) municipalities of
Benguet. A non-randomized sampling was used to determine the number of students
that served as respondents. Table 1 presents the distribution of respondents per
municipality.

Table 1. Distribution of Respondents According to Municipality

Municipality Frequency Percentage
Atok 18 7.44
Bakun 14 5.79
Bokod 12 4.96
Buguias 27 11.16
Itogon 4 1.65
Kabayan 6 2.47
Kapangan 16 6.61
Kibungan 22 9.09
La Trinidad 94 38.84
Mankayan 16 6.61
Sablan 5 2.06
Tuba 2 .83
Tublay 6 2.48
Total 242 100%
 As shown in table majority of the students are from La Trinidad (38.84%)
followed by students who are from Buguias (11.16%). The least represented municipality
is Tuba with .83% (n=2) of the respondents. Hence it can be noted that the thirteen (13)
municipalities are represented by the respondents.

B. Other demographic distributions during the survey are produced below:

The figure below (Fig.2) illustrates that 44.63% of the sample size of 242 are males
(n=108) and 72.8% are females (n=134). Though the number of both sexes are not equal,
the gap of their percentage is not too distant.

Sex

44.63

55.37

Male Female
Figure 2. Distribution of Respondents according to sex

Figure 3 also shows the distribution of respondents according to age bracket. As

illustrated in the figure, majority of the respondents comprised of 17-18 years of age as
shown in the percentage of 74% (n=179). This is due to the fact that the survey s
conducted to senior high school students. It was followed by those who are in the bracket
age of 15-16 years of age with a percentage of 19.4% (n= 47). Respondents who are in
the age bracket of 19 and 20 comprises 4.13% (n=10) of the total number of respondents
while those who are in 21 and above age obtained the lowest percentage of 2.47 (n=6)
since most of the students who are in those age bracket have graduated from senior high
school and pursuing their college degree.
 4.13 2.47 19.
4

15-16
17-18
19-20
21- above

74

Figure 3. Distribution of Respondents According to Age Bracket

C. Respondents Reply to Selected Survey Questions, among others:

Survey Question 1: What course would you like to pursue in
college?

Table 2. Distribution of Respondents According to their Choice of Course they will

pursue in College
Course Priority 1 Priority 2
Frequency Percentage Frequency Percentage
BSAC 21 8.68% 11 4.54%
BSTM/BSHM 53 22.00% 80 33.05%
BSCCJE 64 26.44% 66 27.27%
BSM 16 6.61% 12 4.96%
BSN 76 31.40% 64 26.44%
BSE 12 4.96% 9 3.72%
Total 242 100% 242 100%

As shown in the table above (table 2), majority of the respondents wanted to
pursue nursing as their first priority course in college with a 31.40% (n=76) responses,
followed by respondents who want to enroll in criminology as manifested in the 26.44
(n=64) gathered responses. Nevertheless, 22% (n=53) of the respondents have indicated
hospitality and tourism as their first priority course in college.
 Meanwhile, the table also presents the second priority course respondents choose
to pursue in college. 33.05% (n=80) of the respondents’ second priority course is
hospitality and tourism followed by criminology with 27.27% (n=66) responses while the
nursing comes next with 26.44% (n=64) responses. There is a remarkable response in the
second priority choice of course since majority of the respondents wanted to pursue
tourism which obtained the highest number of responses as their second priority course.
This is a notable indication that a number of students are considering Tourism as their
course in college.

Survey Question No. 2:

Cordillera Career Development College (CCDC) has the goal of improving the
quality of education provided to the students in order for them to be locally and globally
competitive. The Introduction of LMS to the students in their asynchronous online
classes, the development of ADMIRALS park and among [Link]. Are you willing to
enroll in CCDC?

Un-
de-
cided;
16.11

Yes; 57.44 No; 26.45

Figure 4: Distribution on the Responses of Respondents on their Willingness to Enroll n

CCDC

Figure 4 illustrates that 57.44 (n=139) of the respondents are willing to enroll in CCDC
while 26.45% (n=64) are not pursuing their college in CCDC. Figure 4 also shows that
16.11% or there are 39 students are still undecided to enroll in our school. With the
number of students willing to enroll in CCDC, it can be concluded that tourism course is
feasible to be offered in our school.
D. Projection:

Based on the foregoing survey responses, a very conservative estimate of CCDC’s

share of the market , at the very least, will just base on the actual number of
respondents or the computed sample size of 242 arrived at using the Slovin’s formula
which is n= N / 1 + N + (e)2 where n is the sample size; N is the population and e,
the margin of error. The N is 406 based on the total enrollees of 2022 and a margin
of error of 5%. The statistical implication of CCDC’s market share from the total
population based on the survey is ignored, hence, conservative projection of market
share will be based solely on the sample size multiplied by the preference rate for
CCDC in the survey output, thus:

Sample size computed using the Slovin’s formula- 242

Multiplied by:
Preference rate of respondents to enroll
at CCDC based on survey
X 57.44%
CCDC’s target share based on actual
Respondents (sample size) 139 students
Multiplied by: Preference rate for accountancy
Accounting-related courses as per survey
X 22% (1st Priority)

X 33.05% (2nd Priority)

Target share of CCDC to enroll accounting-
Related courses 30 students (1st Priority)
45 students (2nd Priority)

Projected enrollees of CCDC per semester

In Tourism and Hospitality-related courses 30-45 students

N. B. The above projection of 45 students per semester, compliments very well the
actual enrollment of the College of Hospitality Management from 2018, 2019, 2020
and 2021 , which averages from 35 to 50 every semester. Hence, our
financial projection will be based on an initial enrollment of 50 students.

E. Presence of Competitors in the Area:

There are three (3) existing higher educational institutions (HEIs) in Baguio and
two in Benguet offering the same course, as follows: The three schools namely:
1) Saint Louis University
2) University of Baguio
 3) University of the Cordilleras
have been offering tourism course for a number of years now. While the two HEIs in
Benguet namely:
1) Benguet State University, and
2) King’s College of the Philippines
just offered the said course last school year. Hence, students graduated from the senior
high school have more choices of school they want to pursue their chosen course.
Our projection was based solely on the direct responses of the senior high school
students who are enrolled in CCDC coming from the thirteen (13) municipalities of
Benguet as per table presented earlier, which is our primary target market, hence, we did
not consider then in the supply/demand analysis the population coming from Senior High
schools in the other public and private schools in Baguio City and Benguet. To consider
the supply coming from the other areas and the demand distribution based on the survey
responses would tend to increase the projected market share of CCDC in the number of
enrollees.
Human Resources:

At present, the current human resource line up of the CCDC College of

Accountancy are as follows:
1. Domingo B Bay-an, CPA;MBA; REA;REB; LPT (Dean)
2. Jordan L. Libang, CPA
3. Atty. Juvilyn Bandiwan
4. Ressievee Bandao, CPA
5. Queenie Dizon, CPA
6. Josephine B. Galamay, CPA
7. Faustino Laduan, CPA
8. Jaro Rosal, CPA

Technical and Laboratories: (Kindly insert pictures of our

computer lab, libraries and lecture rooms, faculty room)

A. Computer Laboratory

B. Libraries

C. Lecture Rooms
D. Dean’s Office

E. Faculty Room
Financial Viability:

Cordillera Career Development College

College of Accountancy
Projected Statement of Activities
For a Five-Year Period

Description Year 1 Year 2 Year 3 Year 4 Total

Revenues:

Tuition Fees P 1,400,000 P 2,940,000 P 4,340,000 P5,740,000 P14,420,000

Misc. Fees 420,000 882,000 1,302,000 1.722,000 4,326,000

Total Revenues P 1,820,000 P 3,822,000 P 5,642,000 P 7,462,000 P18,746,000

Expenditures:

Faculty Salaries P 182,000 P 400,400 P 582,400 P 764,400 P 1,929,200

Administrative Salaries 140,000 294,000 434,000 574,000 1,442,000

Employee Short-term benefits 32,200 70,480 103,040 135,240 340,960

Employee Long-Term Benifits 32,200 70,480 103,040 135,240 340,960

Utilities 200,000 220,000 240,000 260,000 920,000

Marketing Expenses 100,000 120,000 140,000 160,000 520,000

Reserves- Expansion 300,000 400,000 500,000 600,000 1,800,000

Sub-total P 986,400 P1,575,360 P 2,102,480 P 2,628,880 P 7,293,120

Description Year 1 Year 2 Year 3 Year 4 Total

Other Operational Expenditures:

Faculty Development P 84,000 P 176,400 P 260,400 P 344,400 P 865,200

Research 42,000 88,200 130,200 172,200 432,600

Extension Services 42,000 88,200 130,200 172,200 432,600

Sports Development 42,000 88,200 130,200 172,200 432,600

Library Upgrade 84,000 176,400 260,400 344,400 865,200

Laboratories 42,000 88,200 130,200 172,200 432,600

Physical Plant Improvement 42,000 88,200 130,200 172,200 432,600

Social Orientation 21,000 44,100 65,100 86,100 216,300

Administration & Orientation 21,000 44,100 65,100 86,100 216,300

Sub-total P 420,000 P 882,000 P1,302,000 P1,722,000 P4,326,000

Total Expenditures P1,406,400 P2,457,360 P3,404,480 P4,350,800 P11,619,120

Cumulative Surplus P 413,600 P1,778,240 P4,015,760 P7,126,960 P7,126,960

Prepared by:

ROVELYN ANTONIO

Dean, College of Hospitality Management