Abstract

This study investigated the impact of urban ecotourism on cultural heritage preservation in Marikina City, focusing on the residential perspectives of Baranggay. Santo Ni–o, Jesus Dela Pe–a, and Santa Elena. By leveraging green spaces and community vitality, the research explores how ecotourism addresses challenges like climate change and the erosion of local identity to formulate a strategic plan for sustainable urban growth. The researchers employed a quantitative descriptive design, surveying 75 residents via quota sampling. Validated questionnaires were analyzed using weighted means and correlation analysis to determine the relationship between ecotourism initiatives and heritage preservation. Data indicated a predominantly young and educated respondent base, with the 18–22 age group (34.67%) representing the largest segment. Findings revealed that ecotourism is a highly effective driver for preservation, yielding a composite mean of 3.70 for green spaces and 3.63 for built heritage. Successes like the Marikina River Park and the Shoe Museum were highly recognized, and statistical analysis confirmed a strong positive correlation (r = 0.7885, p <.00001) between ecotourism assessment and heritage protection. While ecotourism serves as a powerful tool for social empowerment, 20.68% of respondents noted a conflict between traditional local practices and tourist expectations. These results form the basis of a Proposed Strategic Plan that prioritizes cultural authenticity. The study concluded that future planning must balance commercial growth with the deep social and emotional connections residents maintain with their neighborhoods.