BEYOND PEAK SEASON: CHTM STUDENTS’ TOURISM RESEARCH PUBLISHED IN A NATIONAL REFEREED JOURNAL

The College of Hospitality and Tourism Management (CHTM) of Baguio Central University proudly celebrates the publication of the research study “Seasonal Tourism Trends in Baguio City: Analyzing Visitor Preferences and Behavior Across Off Peak Seasons” in the Global Researchers Journal, Number 15, June 2026 (ISSN 2546-0110), a national refereed journal published by the Global Researchers Association and Convergence for Excellence (GRACE), Inc.

RESEARCH AUTHORS: Mikyla Grace A. Francisco and Deberlyn B. Notarte

The study explores tourists’ preferences and experiences when visiting Baguio City during off-peak seasons. It highlights the city’s peaceful atmosphere, cool climate, accessibility, and affordability, while identifying challenges such as unpredictable weather, limited tourism activities, traffic congestion, and reduced income opportunities for local tourism vendors.

The findings emphasize the importance of strategic tourism planning, improved visitor services, and sustainable year-round destination management. They align with SDG 8 (Decent Work and Economic Growth) by highlighting opportunities to strengthen sustainable tourism, support local livelihoods, and encourage economic activity during off-peak periods. They also align with SDG 11 (Sustainable Cities and Communities) by informing more inclusive and sustainable destination planning, including measures to improve visitor accessibility and address tourism-related traffic congestion.

At the College of Hospitality and Tourism Management (CHTM), we value research not only for the knowledge it generates but also for how that knowledge is shared and applied. Through research presentations and scholarly publications, the College promotes research dissemination, encourages academic exchange, and contributes evidence-based insights to the hospitality and tourism industry.

This achievement reflects the College’s continuing commitment to research excellence, sustainable tourism development, community engagement, and inclusive local economic growth, helping inform a more resilient and visitor-responsive tourism industry in Baguio City.