1. ABSTRACT
Research Title : Tourism Development Plan of Urdaneta City
Researcher : Rosary Gracia P. Perez
Adviser : Dr. Josefina B. Bitonio
Institution : Pangasinan State University, Graduate School
Urdaneta City
Date of Graduation: March, 2012
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The study determined the tourism development plan of Urdaneta City. It
employed the descriptive-developmental method of research to describe the
environmental scenario in terms of location, land area, income, population and
languages spoken by the people, the resources along natural, cultural, human
and capital and the level of involvement of the other stakeholders, the LGU
Heads of offices, non-government organizations, private business enterprises,
and the transport group. The study is likewise developmental as it will propose
a tourism plan that is hoped to enliven the tourism industry of Urdaneta City.
The Data came from 443 respondents categorized as 27 Heads of the City
Government of Urdaneta City, 23 Non government Organization, 25 business
enterprises 368 and the transport group.
1. Environmental Profile of the City of Urdaneta
1.1. Location. Urdaneta City is located at the Central Eastern part of
the Province of Pangasinan and known to be a second class Component City.
Its boundaries are: North - Municipality of Binalonan, Laoac, Mapandan and

2. Manaoag. South - Municipality of Villasis; East - Municipality of Asingan; and
West- Municipality of Sta. Barbara and Malasiqui. Its distance to Dagupan
City is 28.00 kms; Lingayen is 44.20 kms; Baguio City is 70.00 kms; San
Fernando City, La Union is 100.00 kms; and in Manila is 186.00 kms. As such,
it is believed that the city is in strategic location for tourism endeavors.
1.2 Land area .The city covers the area of approximately 12,098
hectares. The city’s total land area comprises 2.25 percent and 0.94 percent of
the total land areas of Pangasinan and Region 1, respectively
1.3 Income. Urdaneta City is a second class component city as
classified by the Department of Finance with an urbanization level of 53.76%
and has been identified by the Provincial Government of Pangasinan as a
growth pole. It has generated income for the year 2009 (P 538,268,182.88),
2010 P 548,411,178.22 and 2011 ( P561,665,206.73).
1.4 Population, Urdaneta City has a population of 120,785 based on
National Statistics Office 2007 Census on Population and Housing with a 1.1
per cent growth
1.5 Dialect/languages spoken people. Urdanetans can properly
communicate in oral or written in Ilocano, Pangasinense, Tagalog, English, and
a small percentage on other languages.
2. Available Tourism Resources
2.1 Natural. The City’s geophysical attributes contributed and plays a
significant role in the promotion of tourism industry. Urdaneta City is generally
consisting of flat landforms although the certain portion in the southwest

3. barangays hilly portions suitable for camping grounds validated in the Local
Tourism Statistics System and its share of scenic places. Furthermore, the city
has three major water resources as well as several creeks in almost all the
barangays. These include the Tulong and Musing Rivers at its northern
boundary, the Mitura River bisecting barangays Poblacion and San Vicente,
and the Macalong River. These bodies of water, as well as the tributaries of the
Agno River from the Province of Benguet, drain into the central plains of the
Province of Pangasinan.
2.2 Cultural. These resources include historical buildings and sites,
cultural heritage symbols food, delicacies, museum, festivals and fiesta .
2.3 Human. The human in the study are the number of graduates
from the universities and colleges based in Urdaneta City including the
graduates of the Livelihood and Skills training Center owned and managed by
LGU. For the Period 2010-2011, the number of students graduated totaled to
2609 with the following distribution Urdaneta City University (1172)
Pangasinan State University (136), Panpacific University of Northern Luzon
(1,071), Lyceum Northewestern University (78), Luceum Northwestern College
(74) and Abe (78). While the Urdaneta City Livelihood Skills Training Center
(UCLSTC) have produced 1035 graduates in the following courses offered are
the following: automotive mechanic, consumer electronics, domestic
refrigeration and air conditioning mechanic, dressmaking, food processing,
cosmetology, welding and metal fabrication, baking/pastry making, reflexology
and cellular phone servicing.

4. 2.4 Capital. In terms of capital resources the following infrastructure,
road network and utilities were considered.
2.4.1 Transportation. The City has two major arterial
roads; the Manila North Road and the Urdaneta-Dagupan Road or
MacArthur highway. These two roads interconnect Urdaneta to the
northern parts of Luzon (Ilocos Provinces and the Corderillas and
to the Southern Luzon (Central Luzon and Metro Manila). These
two major roads are the key factors that catapulted Urdaneta to
unprecedented urban growth. Around 95 per cent of the road
within the city is already concreted, passable for different types of
vehicle. Urdaneta can be reached by all modes of land
transportation. Inter-municipal bus lines not limited to Victory
Liner, Fivestar, Philippine Rabbit, Partas, Solid North, Farinas,
Maria De Leon and Dagupan Bus plying the Manila-Baguio,
Manila-Laoag, Manila-Dagupan routes provides the long-distance
transport requirements of the City, allowing businessmen to attend
to their respective trades and business endeavors. Moreover,
availability of transportation deliver tourists an ease for
transportation 24 hours a day, seven days a week. Jeepneys,
tricycles, mini-buses and van for hire were also available.
2.4.2 CCTV and Traffic lights. The presence of the
CCTV and Traffic lights provides security and assured organized

5. and manage flow of transportation vehicles which is contributory
to expedite the in and out flow of any transaction.
2.4.3 Communications. The City have postal
services,Fixed Telephones Lines and Mobile Lines, Radio Station
and Cable TV Networks and other facilities like DZAI FM and YES
FM and two cable networks Skycable and USATV.
2.4.4 Water Resources. The Urdaneta City Water District
(UCWD) is in charge of operating the waterworks system of
Urdaneta. As of 2011, UCWD provides service to residents of 27
barangays supplying safe and potable water.Households in
barangays unserviced by the water district obtain source of water
from either shallow or deep wells
2.4.5. Power. Electricity is made available to the residents
through the Pangasinan III Electric Cooperative Inc. (PANELCO III)
98% of total households were energized.
3. Level of involvement of the Various Organizations
and City Services Towards Tourism
The various organizations categorized as Local government Unit, Non
Government Organization, Business enterprise and transport group rated their
level of involvement towards tourism in Urdaneta City.
3.1 Local Government. The various heads of the Local Government of
Urdaneta provided data on the level of involvement towards tourism . The
findings reveal that among the 15 statement indicators, Maintain peace and

6. order in the community to attract guests (4.53), Enhance cleanliness and
orderliness in the city (4.62) were rated “highly involved” The remaining
statement indicators have a descriptive rating of “involved” . The overall
average weighted mean is 3.72 with a descriptive rating of “involved
3.2 Non Government Organizations. The findings reveal that seven
statement indicators have a rating of “highly involved”. These are. Support the
inclusion of tourism programs/projects to organizational activities (4.52),
Patronize and promote one town one product (OTOP) of the city and to include
other local products, (4.56). Show interest to upgrade the standards of business
enterprise to suit with the requirement of Department of Tourism (4.65).
Support programs for cleanliness and orderliness (4.65), Encourage everyone in
the use of mother earth friendly materials like paper, recyclable, indigenous
materials, etc.( 4.43), Cooperate in maintaining peace and order in the
community to attract guests (4.56), and Maximize tourism industry for
economic growth (4.60). The remaining indicators have a descriptive rating
“involved”. The overall weighted mean of 4.41 with a descriptive equivalent of
“involved”.
3.3 Business Enterprises. The level of involvement of the business
enterprise towards tourism activity reveals that statement indicators no. 6, 7
and 13 obtained a weighted mean of 4.68, 4.76 and 4.64, respectively having
the descriptive rating of “highly involved”. This statement includes “Cooperate
in maintaining peace and order in the community to attract guest”, “Support

7. programs for cleanliness and orderliness” and “Promote businesses that are
environmentally conscious”. Rated as “improved are
Actively participate in the city’s tourism programs/projects (4.24), Patronize
and promote one town one product (OTOP) of the city, and to include other
local products. (4.04), Undertake accreditation by Department of Tourism
(4.08), maximize tourism industry for economic growth (4.36), Undertake
accreditation by Department of Tourism (4.48), Promote and preserve the
cultural heritage of the City (4.0), conserving the traditional values of the City
(4.08), and Endorsing and following "responsible tourism", take responsibility
for their actions and the impacts of their actions (4.24). The statements rated
with “moderately involved are Maintain and expand investments and tourism
enterprises, to include diversification in related businesses (3.96), Show
interest to upgrade the standards of the business enterprise to suit with the
requirement of Department of Tourism (3.96), and Support ventures of local
artist (3.84). The overall weighted mean is 4.23 which have a descriptive rating
of “involved”.
a. Transport Group. The involvement of Tricycle Operators Drivers
Association (TODA) and Van for Hire Respondents. obtained a weighted mean
ranging from 4.01 to 4.38 with a descriptive equivalent of “involved”. The
statement indicator item no. 14 which stating “Naniningil ng tama ayon sa
tricycle ride matrix (tarima) sa mga pasaher” obtained the highest weighted
mean of 4.38. The overall average weighted mean is 4.14 which mean that the
transport group manifested “involved” in the tourism industry.

8. Based on the findings of the study, the following conclusions are arrived
at:
1. The City of Urdaneta is very much prepared to embark on tourism
industry as. The City is a potential tourist destination based on their
attributes location, land area, income, population; and languages spoken by
the people
2. The City of Urdaneta image as a migration center and as a trading
corridor in Northern Luzon. immensely contributed to its cultural evolution
and economic development. The City is blessed with its strategic location,
friendly people, business opportunities; strong economy of peaceful
environment and with the available human resources can suffice the
employment needs of the city in relation to tourism promotion and activities.
3. The level of involvement in the City of Urdaneta showed a “highly
involved” rating while the non government organizations, business enterprises
and transport group manifested “involved” in the tourism industry
On the basis of the foregoing findings and conclusions, the following
recommendations are forwarded:
1. The City of Urdaneta can make use of the findings of the study as
basis for preparing the local tourism investment plan
2. The proposed development plan 2013 -2015 is hereby proposed for
consideration and eventual and adoption of the City.