Readiness of San Juan La Union in Inclusive Tourism: Basis for Crafting Development Plan

Abstract

Inclusive tourism has emerged as a critical component of sustainable and equitable destination development, ensuring that tourism experiences are accessible and welcoming to all individuals regardless of physical ability, age, gender identity, orsocial background. This study assessed the readiness of tourism establishments in San Juan, La Union to implement inclusive tourism practices, focusing on facilities and services as bases for crafting a development plan. Anchored on the Social Model of Disability, Universal Design Theory, and the Sustainable Tourism Development Framework, the research employed a sequential explanatory mixed-method design. Quantitative data were gathered through a validated survey administered to managers and staff of 169 tourism establishments, while qualitative data were collected through semi-structured interviews to contextualize the findings. Results revealed an overall mean readiness score of 2.99, interpreted as moderately ready. Findings indicate that service-related aspects, particularly human-centered practices such as respectful communication, cultural sensitivity, and proactive assistance, showed slightly higher readiness than physical facilities. However, significant gaps remain in infrastructure, including ramps, elevators, tactile pathways, accessible transportation, and inclusive wellness services. Qualitative findings further highlighted staff commitment to inclusivity but underscored systemic and structural constraints that hinder full accessibility. The study underscores the need for a comprehensive and localized development plan that aligns infrastructure improvements, inclusive service delivery, and policy implementation. Ultimately, this research contributes to advancing inclusive tourism by providing empirical evidence to guide local government units, tourism stakeholders,8 and establishments toward creating a more equitable, accessible, and sustainable tourism environment in San Juan, La Union.