THE CULTURAL CENTER OF THE PHILIPPINES AS ART TOURISM DESTINATION: A SUSTAINABLE APPROACH

Art tourism describes people travelling to explore, visit, and engage in movement and activities related to art. The study aims to assess the impact of art tourism at the Cultural Center of the Philippines (CCP) with regard to economic, socio-cultural and environmental factors. Additionally, the study would be of help in developing a sustainable plan for the improvement of art tourism in CCP. The researchers used Quantitative Method specifically Descriptive Method to gather data for the study. As data gathering tool, survey questionnaires were employed and measured through Cronbach's alpha for consistency. The respondents were tourists visiting CCP for art tourism purposes; specifically, dance performing arts. The researchers were able to devise a sustainable plan and drew up action plans to address the problems observed to improve the venue. The study mainly concluded that the positiveimpacts on the site are evident and the negative impacts showed slightly evident results. Overall demographic profile of the respondents was determined as having no significant difference; except, for the positive economic impact in the age profile; and the negative economic, negative socio-cultural and negative environmental on the educational attainment profile.