Commercialization and Commoditization of Festivals in Calabarzon, Philippines


  • Ande M. Luna, PhD
  • Josefina T. Dizon, Phd
  • Merlyne M. Paunlagui, Phd
  • Rowena Dt. Baconguis, Phd
  • Maria Ana T. Quimbo, Phd


Community Participation, Festivals, Community development, Commodification, Commoditization


Five longest running festivals in CALABARZON, Philippines were studied in this research. The researchers identified and analyzed the effects of commercialization and commoditization on the festivals and the host community itself. A total of 31 respondents were selected using the snowball sampling, starting from the tourism officer of each local government that has jurisdiction of the festivals. The festivals were implemented for reasons distinct to the host communities. Each festival offers something unique, but each also shares features that are commercialized and commoditized. The researchers found out these had positive and negative effects on the communities and festivals.