Knowledge, Attitude, and Practices toward Sustainability of Tourism Communication Initiatives at Kilangin Falls in Liliw Laguna

Ecological and social sustainability in tourism communication poses certain challenges. This research investigated the existing sustainable communications at Kinlangin Falls, Liliw, Laguna, with a focus on the demographic profile of respondents, knowledge, attitudes, and practices. A descriptive method was adopted for this study, with a questionnaire checklist and documentary analysis as the major data-gathering instruments. This method was used by the researcher since the intention of this study is to analytically describe an existing situation regarding the knowledge, attitudes, and practices towards sustainability of tourism communication strategies observed by the locals in Kilangin Falls, Liliw, Laguna. The results highlight that there is a high level of agreement toward the sustainability of tourism communication initiatives, but partial disagreement exists regarding specific practices and challenges on how to use eco-friendly materials and collaborate with the local community. This current study also investigates the relationships of demographic characteristics with respondents’ knowledge, attitudes, and practices in recommending eco-friendly practices and collaboration with the local communities for sustainable tourism communication.