Advisers

Reynold R. Bangalisan, LPT

Discipline

Tourism & hospitality

Abstract

This research examined the relationship between heritage preservation and cultural sensitivity in Binondo, Manila—the world’s oldest Chinatown—with the aim of proposing a sustainable cultural tourism development plan. Guided by the frameworks of Heritage Commoning and Intercultural Communicative Competence (ICC), the study employed a descriptive correlational design to determine how preservation practices and cultural awareness contribute to sustainable tourism. A total of 141 residents were surveyed using structured questionnaires. Data were analyzed through weighted mean, ranking, and Pearson correlation. Results revealed that heritage preservation is positively perceived, particularly in cultural continuity (3.41) and community involvement (3.43), though government and policy support received a lower rating (2.87). Cultural sensitivity was also highly valued, with respondents strongly affirming the importance of intercultural communication (3.57), cultural practices (3.58), and cultural awareness (3.45). Statistical analysis showed a very strong positive correlation between heritage preservation and cultural sensitivity (r = 0.9879), indicating that stronger preservation efforts directly reinforce cultural awareness and respectful behavior among residents and visitors. However, challenges such as commercialization (72), limited youth interest (66), insufficient funding (65), and weak protection laws (56) were identified as the most pressing threats to Binondo’s heritage sustainability. Based on these findings, a sustainable cultural tourism development plan was proposed, focusing on stricter heritage protection, strengthened community engagement, enhanced tourist education, and reinforced government support. The plan emphasizes balancing economic growth with cultural continuity by promoting interactive learning experiences, responsible tourism practices, and policy-driven preservation initiatives.

Keywords

heritage preservation, cultural sensitivity, cultural tourism development