Entitled “Buhay ka pa ba, Kultura? (Are you still alive, Culture?)Delineating the Cultural Identity in the Lifestyle of Communal Stakeholders – The Case of Biñan City, Laguna, Philippines”, the work was a qualitative narrative inquiry penned by Asst. Prof. Jame Monren T. Mercado, MACHS; Asst. Prof. Dr. Avi Ben P. Andalecio, PhD; Ms. Catherine C. Mondejar, Mr. Alec P. Bagcus, Ms. Jhoa Nna A. Quinsayas, and Mr. Sean Maynard M. Solis. 

The commended work featured the cultural identity of the community stakeholders in the City of Biñan, Province of Laguna, Philippines, through the perspectives of developmental and societal stakeholders.

Based on the findings, a Local Cultural Identity Ecosystem was proposed, reflecting the local community’s diverse views and experiences concerning cultural identification, awareness, development, and sustainability.

The research work was one of the project outputs of the Cumpas, Biñan!: City Cultural Management and Development Plan 2024-2033, in partnership with the City Government of Biñan, Laguna, and the University of Santo Tomas Graduate School – Center for Conservation of Cultural Property and Environment in the Tropics (GS-CCCPET).

The University funded the conceptualization of the basic research for A.Y. 2024-2025 under the Research Center for Social Sciences and Education (RCCSED).

ICRTH was organized by Responsible Borneo, Sarawak Research Society, Ministry of Tourism, Creative Industry and Performing Arts Sarawak, Lyceum of the Philippines University Manila and Cavite, Polytechnic University of the Philippines, and the Philippine Association of Researchers for Tourism and Hospitality, Inc.

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Signed by key academic leaders from both institutions, the formalized partnership will pave the way in developing an Integrated Marketing Communications (IMC) campaign for the City of Antipolo, with the theme “Antipolo Awaits: Giving a New Perspective on the City’s Tourism Landscape.”

This collaborative project brought together BS-Tourism Management seniors and AB-Communications students from UST Angelicum College. Through their inputs from various lenses, they fused their expertise in crafting comprehensive marketing strategies to revitalize Antipolo’s tourism appeal.

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The event was held in partnership with the 19th Manila Foods and Beverages Expo (MAFBEX).

The event featured the Philippines as a premier food and beverage industry niche, staging dynamic competitions alongside live cooking demonstrations, product launches, and industry forums.

The Winning Entries from the College are as follows:

Culinary Cluster

Great Hawker Challenge – Champion
Participants: Simon Atienza, Grant Bravo, and Phoenix Ygat
Coach: Chef Ramona Olga D. Olga Ko

Cake Decoration – Champion
Participants: Hannah Pillarina, and Vida Umali
Coaches: Chef Gay Labay and Chef Everest De Leon

Guiltless Temptation – 1st Runner-Up
Participants: AJ Casilao and Mikaella Valle
Coach: Chef Kathlyn Tisha Ortaliz

Hospitality Cluster

Creative Cocktail – Champion
Participant: Dominique Pineda
Coaches: Ms. Mary Angel D. Elacion and Mr. Ramil Quiñonez

Tablescapes Table Setting Competition – 2nd Runner-Up
Participants: Neil Ocampo, Christian Cenit, and Aien Limon
Coaches: Mr. Robin Meneses and Mr. Karl R. Baroro

Tourism Cluster

Food Tour Guiding – 2nd Runner-Up
Participant: Jenrose Camorongan
Coaches: Asst. Prof. Maria Concepcion A. Ang and Asst. Prof. Jame Monren T. Mercado
Calm Down Karen – 2nd Runner-Up
Participant: Jenzel Singian
Coaches: Mr. John Jerick C. Santos and Ms. Maye Araneta Gutierrez

Under the theme “YHE Festival of Flavors: Whispers from the Earth,” the event showcased the talents, creativity, and professionalism of the next generation of hospitality and tourism leaders.

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The event highlighted the rich culinary heritage of the Philippines through the theme: “Sarap ng Pinoy Pork… mula Nguso hanggang Buntot.” The students likewise prepared and served three (3) pork-based dishes in tasting portions for over 250 guests, featuring Dinuguan Paella with Indian Mango Pickle and Chicharon Bulaklak, Spiced Pork Skewers, and Arroz Arancini. 

The event featured two major activities. A morning cooking showdown between esteemed Chefs and the Philippine Beauty Queens was held at Gateway 2 Mall. Then, in the evening, the Tent at Novotel Hotel, Araneta City, gathered the pork lovers as several restaurants and renowned chefs prepared a degustation feast using different pork cuts.

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The event served as a vital learning component for students in the professional elective classes of ELE-GBM: Global Business Management, ELE-IRP: International Relations and Protocol and THM52012: Professional Development and Applied Ethics. Simultaneously, the class of 3TOM3 – MITHI Studios organized the event as part of their coursework in THM52019: Introduction to Meetings, Incentives, Conferences, and Events Management.

Hon. Robert E. A. Borje, the esteemed Vice Chairperson and Executive Director of the Climate Change Commission, lent his profound insights during the academic conference initiative, underscoring the indispensable role of protocol, both locally and internationally, in fostering understanding and ensuring the smooth execution of affairs. As Secretary Borje stated, “Protocol is there to make people understand. We want to do things and we want it to be correct.” He further emphasized its practical utility, noting that “It’s Protocol that will be your ‘go to’. Essentially, it’s your ‘go to’ rules—basic rules—to make sure that the details of the events are okay.” Moving beyond simple etiquette, Secretary Borje illuminated protocol’s power to bridge divides and facilitate collaboration, asserting, “Protocol can be used to state a point. Protocol can be used to divide people. But in our context [Business and Diplomatic], protocol can be used to solve problems and to bring people together,” highlighting its crucial function in navigating complex global interactions to build local and international partnerships.

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As the 3rd PITH-ReCon officially commenced, three distinguished speakers welcomed the participants with their invaluable knowledge. Rev. Fr. Reynor E. Munsayac, O.P. (Executive Vice President, Colegio de San Juan de Letran Bataan Campus) began with the Context of Tourism and Hospitality in Peace and Stability, followed by Ms. Rahima M. Solaiman (Chief, Halal Division, Bureau of Muslim Economic Affairs, National Commission on Muslim Filipinos) who spoke about Halal Tourism: The Growth and Development of Halal Industry in the Philippines, and finally, PMAJ France Ramos (Public Information Officer, Philippine National Police) ended with Tourist Safety and Security in Tourist Destination, saying that tourist security is a national priority and that the PNP takes pride in safeguarding lives.

There were 26 participating colleges and universities that came together to share their voices and visions from across the country and beyond, submitting a total of 44 abstracts altogether for this year’s PITH-ReCon and showed an admirable commitment to exploring tourism and hospitality as agents of peace and stability.

Participants whose work showed academic excellence, creativity, and alignment with the theme, “Tourism and Hospitality: Drivers of Peace and Stability,” were given distinctions to honor exceptional contributions in Tourism Management and Hospitality Management, at both the Professional and Undergraduate levels.

Overall Best Manuscript (Tourism Management)
Professional Level: “Virtual Reality Marketing: Its Potential and Performance in Enhancing Tourist Experiences” by Dr. Nirupama and Mr. Donald James Dsouza from Nitte Institute of Hospitality Services, Nitte (Deemed to be University)
Undergraduate Level: “Perspective of Students on Sign Language and Inclusive Tourism: A Basis for Curriculum Development” by Crystal Quim C. Diwa and Ihna S. Andaya from University of Perpetual Help System Laguna-Isabela Campus

Overall Best Manuscript (Hospitality Management)
Professional Level: “Love and Breakup: Student Experiences in Hospitality In-Campus Practicum” by Nathaniel H. Daya from Leyte Normal University
Undergraduate Level: “Exploring the Enduring Legacy of Pinais Cuisine” by Alesandro Gabriel S. De Lumban, Monica R. Delos Santos, Mica Ella R. Domingo, and Dr. Edgar Allan DC. Mendoza from Polytechnic University of the Philippines – Sta. Mesa, Manila and University of the Philippines Diliman

Overall Best Oral Presentation (Tourism Management)
Professional Level: “The Alphabet of Scaling G2: Perspectives of Local Mountaineers on Perceived Risks, Tourist Satisfaction and Experience at Mount Guiting-Guiting in Sibuyan Island” by Turner Evon F. de Torres, MSTHM and Geronio G. Ulayao from Romblon State University and De La Salle-College of Saint Benilde
Undergraduate Level: “One Town, One Product: Municipal Tourism Officers’ Assessment of Challenges, Effectiveness, and Marketability in the Province of Iloilo” by John Benrex S. Caldina, Roy Lynn G. Hibionada, Beah T. Loquillano, Jean Rose I. Rosos, Chelsea Diane D. Salarda, and Leigh Lawrence Ray D. Ikalina, MHM, CGSP from University of San Agustin, Iloilo City, Philippines

Overall Best Oral Presentation (Hospitality Management)
Professional Level: “From Waste to Worth: Harnessing Behavioral Science to Promote Food Donation and Reduce Household Waste” by Dr. Nirupama and Mr. Donald James Dsouza from Nitte Institute of Hospitality Services, Nitte (Deemed to be University)
Undergraduate Level: “Exploring the Artisanal Salt in the Philippines: The Case of Asin sa Buy-o” by Ransfield T. Abing, Rosalinda C. Anceno, Edison B. Bumatay, Kathleen Apilado, and Dr. Edgar Allan DC. Mendoza from Polytechnic University of the Philippines – Sta. Mesa, Manila, Jose Rizal University, and University of the Philippines Diliman

Best Poster Presentation
“Exploring the Enduring Legacy of Pinais Cuisine” by Alesandro Gabriel S. De Lumban, Monica R. Delos Santos, Mica Ella R. Domingo, and Dr. Edgar Allan DC. Mendoza from Polytechnic University of the Philippines – Sta. Mesa, Manila and University of the Philippines Diliman

Beyond recognizing individual achievement, the honoring of these outstanding works demonstrates the excellent standard of research being carried out in Philippine academics surrounding tourism and hospitality. These academics’ commitment and enthusiasm greatly contribute to the development of the industry by tackling critical issues and establishing the framework for innovative and sustainable practices. Every study presented is a step toward raising the industry up to global standards and impacting its future globally.

The next chapter begins with the 4th Philippine International Tourism and Hospitality Research Conference, with the theme “Sustainable Transformation Through Tourism and Hospitality Development.”, which will be held on April 22 to 24, 2026 (Wednesday to Friday). The momentum continues, we are only at the start towards a sustainable and innovative industry.

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The study tour was a major academic component for courses such as International Cuisine, Strategic Management, Entrepreneurship, and Revenue Management. Students from sections 3HCE1, 3HCE2, 3HCE3, 3HHL1, 3HHL2, and 3HHL3 took part in the international engagement.

During the trip, students visited cultural sites, local culinary establishments, and hospitality enterprises, allowing them to experience firsthand the tourism and hospitality industry of Vietnam. These activities supported their classroom learning by exposing them to regional practices, emerging industry trends, and operational strategies in hospitality and tourism.

The international study tour also highlighted UST-CTHM’s continuing efforts to provide global learning opportunities and develop industry-ready Thomasian professionals equipped with relevant skills and insights in the international tourism and hospitality industry.

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THE-ICE GRM Challenge 2025 attracted 52 students and 14 staff members representing 7 institutions, who were grouped into international and inter-institutional teams. Together, they competed in an innovative and exciting challenge designed to test and develop their hospitality and tourism revenue management skills.

This year’s winning team include Ms. Charisse Lee, a sophomore student taking up BS Hospitality Management major in Hospitality Leadership program. Other members of the winning team include students from Lyceum of the PhilippinesUniversity, Blue Mountains International Hotel Management School of Australia, Mae Fah Luang University of Thailand. They will each receive $AUD1500 bursary towards study among others as their prizes.

Other UST students who participated in this annual event are Mr. Christiann Kevin Enriquez (4^th place), Ms. Carlene Mae Dela Cruz (13^th place), and Ms. Aien Soliel D. Limon (14^thplace).

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The primary objective of this site visit was to conduct a Usage, Attitude, and Image (UAI) survey, collecting data on tourist perceptions and behaviors relevant to Antipolo’s tourism sector. This activity was conducted in collaboration with the City Tourism Office of Antipolo to ensure alignment with local tourism development priorities.

Drawing upon the data gathered, students developed six Integrated Marketing Communication (IMC) campaigns aimed at enhancing the city’s tourism profile and addressing identified opportunities and challenges. These campaigns were formally presented on April 30, 2025, at UST Angelicum College, with the theme “Antipolo Awaits: A New Perspective on the City’s Tourism Landscape.” The presentations served as a platform for students to demonstrate their ability to synthesize research findings into actionable marketing strategies.

Additionally, travel arrangements for the data collection were managed by students from section 3TOM5, who are enrolled in the Travel Agency Management and Operations course. This cross-sectional collaboration provided students with practical experience in both destination marketing and operational aspects of tourism management.

This academic exercise underscores the importance of integrating field research, stakeholder collaboration, and applied marketing communications in the professional preparation of future tourism practitioners

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Having presented their studies live via Zoom, Team Karasa Kainan, led by Rod Fredric S. Villamarin, along with Lovely Dolina B. Cumla, Mikaela Margaret N. Dimaano, Janella Anne Mae P. Flavio, Sophia Isabelle V. Hernandez, and Danica A. Lara won the Best Research award for the study entitled Kusina han Dalan: Elucidating the Culinary Significance and Safeguarding Cultures of Catbaloganon Street Food using the Value-based Approach which aims to elucidate and preserve the culinary significance and cultural heritage of Catbalogan’s street food. The output of the study is a proposed interpretational tour plan that highlights key locations, recognizes community stakeholders, and emphasizes the collective responsibility to safeguard this traditional heritage for future generations. The project was in partnership with the City Government of Catbalogan, Samar.

While the announcement of the champions provided a thrilling conclusion to the awarding proper for the student category of the conference, Team Sampalukin bagged the First Runner-up title for their research titled, Rekadong Legado: Unraveling the Narrative of Sampalukin Heirloom Familial Cooks on Safeguarding the Culinary Heritage Significance. The group was led by Anna Karissa P. Borromeo, along with Ma. Sophia Lorenz P. Aga, Chad Allaric R. Dela Cruz, Andrea Isabel C. Dionisio, Maverick Justine L. Padicio, and Sofia Angela M. Paja. The students’ study shines a light on families as key factors in the preservation and continuation of Sampaloc, Quezon’s culinary heritage through the transmission of the locals’ knowledge and skills from one generation to another. Furthermore, it was discussed that a coffee table book documenting the mapped dishes of the study site will be authored by the group, which will then be published by the Municipal Government of Sampaloc, Quezon.

Also, another student-academic staff research collaborative team made it as one of the finalists under the student category. It is the research entitled, Langkatulad!: The Purchase Intention in Developing Jackfruit Seed-Based Chocolate Spread. The student researchers are Emilio Andres P. Aganinta, Adrienne Grace R. Alvarez, Lourice Nicole M. Domingo, Josh Kane R. Guevarra, and Maybelle Ann Waynely S. Narnola. The adviser and co-author is Ms. Ramona Olga D. Ko.

The Kain Conference (KainCon) is an annual academic conference jointly organized by the Philippine Culinary Heritage Movement (PCHM) and the National Commission for Culture and the Arts (NCCA). Serving as a significant platform for researchers, scholars, and food enthusiasts nationwide, it facilitates sharing insights on gastronomy and the local food sector. Coinciding with Filipino Food Month in April, KainCon is dedicated to exploring and promoting the rich culinary heritage of the Philippines. The conference is acknowledged for its crucial role in celebrating Filipino cuisine’s history and cultural significance, fostering a sense of community among food advocates, and contributing to both the preservation and innovation within the culinary arts. These remarkable achievements not only bring pride to the university, but also inspires young researchers and imparts them with dedication and the innovative spirit to make significant contributions in their respective fields. These honors celebrate hard work and embody the Thomasian spirit of showcasing world-class standards in both academic and extracurricular activities. 

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