ASEAN Journal on Hospitality and Tourism
Vol. 24 No. 1 (2026):

Tourism as Soft Power: Political Crises and Nation Branding in the Philippines (2008–2025)

Sinco, Noel Y. (Unknown)



Article Info

Publish Date
30 Apr 2026

Abstract

This study examines the relationship between political crises and international tourist arrivals to the Philippines (2008–2025) using multi-country Interrupted Time Series Analysis (ITSA). Major events—including the 2010 Manila Hostage Crisis, 2012 Scarborough Shoal standoff, 2013 Taiwanese Fisherman Incident, and 2017 Marawi siege—are analyzed across key source markets. Descriptive patterns indicate short-term bilateral fluctuations aligned with crisis events, particularly in markets directly involved in diplomatic disputes. However, ITSA's estimates do not detect statistically significant structural breaks in aggregate arrivals, suggesting the absence of sustained level or trend shifts. Western markets such as the United States, Canada, and Australia exhibit no statistically detectable post-crisis changes following the Marawi siege. Recovery periods, defined as the return to pre-crisis annual levels, generally reflect short-term adjustment rather than prolonged contraction. Overall, findings indicate temporary volatility alongside aggregate tourism resilience.

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Journal Info

Abbrev

ajht

Publisher

Subject

Humanities Engineering Social Sciences

Description

The main purpose of this international refereed journal is to advance and foster tourism and hospitality education, research, and professionalism in the Southeast Asia region. The journal provides a vehicle for increasing awareness, consideration and analysis of issues in tourism and hospitality, ...