INTEGRATING TOURISM IN AN URBAN MARKET CENTER:

REDEVELOPMENT OF THE TOLEDO CITY PUBLIC MARKET

A Research Proposal
Presented to the Department of Architecture
Cebu Institute of Technology University
Cebu City, Philippines

In partial Fulfilment
Of the Requirements for the Degree
Bachelor of Science in Architecture

By:
Erasan, Ellenor
Narvasa, Christine Monique
Oliva, Ryan C.

July 2016

CHAPTER 1

THE PROBLEM AND ITS SCOPE

INTRODUCTION

A market is a location where people regularly gather for the purchase and sale of
provisions, livestock, and other goods.
Markets have existed since ancient times. In ancient Greece it was called the
Agora, and Forum in the ancient Rome. It was an open air, often tented area, where
merchants had their shops and where craftsmen made and sold their wares. In the
Philippines, market is called the Palengke, a several dozen of stalls arranged in rows
under a shared roof.
Public markets for so many years have been the source of income for both of the
rural and urban communities. The income generated from them funded the
developments of projects in their locality that would then provide more entrepreneurial
opportunities for people especially for the traders to grow, raise and produce better
quality products.

RATIONALE

The Toledo City Public Market is the centre for trade and mercantile in Toledo. It
offers various supplies of freshly harvested fruits and vegetables, fisheries, dry goods
and many others which are sold in an affordable and reasonable price. The market does
not only benefit the locals of Toledo but also its tourists, visitors and even the locals of
the neighbouring municipalities.
But ever since supermarkets have appeared in the trading industry of Toledo,
competition between public markets and supermarkets has become remarkable. More
of the locals prefer to visit and purchase their goods in supermarkets, leaving their
public markets a little empty-handed with so much goods but with less buyers. One of
the reasons of this preference is that public markets in the Philippines are often
described as a dingy environment ventilated with foul odor. While these supermarkets,
which are fully air-conditioned, give convenience shopping to buyers.
With the preference of buyers for upgraded methods of convenience shopping,
the demand for basic services and better facilities in the public market should be given
consideration.

THEORETICAL FRAMEWORK

A process was created to support the researchers to their study relating to the
redevelopment of the public market of Toledo City. It starts with relating the National
Market Code of the Philippines to the current situation of the site where in the necessary
data will be gathered (The Total Number of Population and Physical Features) and
analysed. The problem would then be identified and through further research and study
based on the different existing theories, codes, and guidelines that would support the
need of the redevelopment of the public market in Toledo.

National Public Market

Code of the Philippines
(SBN 425)
National Building Code
of the Philippines

CLUP of Toledo City

HLURB Application for

Locational Clearance
of Markets

Total Number of
Population

CITY OF TOLEDO

Public Markets
Organization and
Management

Physical Features
(Site Discrepancies)

Retail Planning
Guidelines

]##

Other Government
Agencies

REDEVELOPME
NT OF PUBLIC
MARKET

Figure 1.1 Theoretical Framework

CONCEPTUAL FRAMEWORK

A process was created to guide the researchers to the redevelopment of the

public market. It begins with the determining of the sites discrepancies that through
research, investigation and case studies relevant information will be collected. The
information collected will then be analysed through deep interpretation and assumption.
A concept will then be realized that will be strengthened by architectural solutions to the
sites situation that will be bounded by various horizons concluding to the
redevelopment.

PUBLIC
SITE DESCRIPANCIES
C

MARKET

RESEARCH
INVESTIGATE
CASE STUDY
DATA

INTERPRETATIO

DATA ANALYSIS

SITE

ASSUMPTION

ARCHITECTURAL
SOLUTION

CRITERIA

USER SPACE
LAWS
ORDINANCE
S
PRINCIPLES

REDEVELOPMEN

Figure 1.2 Conceptual Framework

SIGNIFICANCE OF THE STUDY

The study is beneficial but not limited to the following entities:
The Government

The study will provide the government a new source of income and
a new landmark that will promote tourism of the city.

The Economy

The study will make the community more appealing place to live
and to visit which will promote tourism and economic growth. The
market will create more job opportunities to the residents of the
place.

The Community and Society

The study will provide the community and the society

entrepreneurial opportunities and will enable them to be served with

better facilities.
The Researchers. The study will serve as a contribution and enrichment to the learning
of the researchers.

STATEMENT OF THE PROBLEM

The declining status and the lack of supporting facilities have become an
unpleasant situation of the Toledo City Public Market. These scenarios lead to gradual
decrease in patronage coming form the public. Moreover, the changing market pattern
and interest of the buyers add to the situation leaving the public market.
The study aims to answer the following questions:
1. What procedures can be made and implemented to improve the service
and facilities of their public market?

2. What are the factors affecting the efficiency and capacity of their public
market?
3. What type of environment and facilities could maximize the use of their
public market?
4. How to transform their public market to an urban market center that would
attract local and foreign tourists?
5. How to improve their public market through architectural interventions?

OBJECTIVES OF THE STUDY

The main objective of this study is to redevelop the Toledo City Public Market into
an urban market center that would promote tourism.
To achieve this, the following must be accomplished:
1. Investigate the existing conditions of the public market.
2. Conduct interviews with the city local government officials, producers and
buyers.
3. Explore applicable solutions including theories and technologies.
4. Provide an architectural solution to the problem of the public market.

SCOPE AND LIMITATIONS

The scope of the study encompasses Toledo City Public Market. It is limited to
the identification of the situation of trading within the public market, the services and
facilities needed for improvement to provide convenience for producers and buyers.
The researchers will also provide an architectural solution for the study.
The time allotted for undertaking the study is within the school year 2016 to 2017.

DEFINITION OF TERMS
The terms are defined according to the manner the researchers as Architecture
students are wont to use the terms in the practice.

INTEGRATE

Is combining or coordinating separate elements so as to provide a

harmonious unit

TOURIST

A person who is travelling to a place for pleasure and interest.

URBAN

Relating to, or constituting a city or town.

REDEVELOPMENT

An action of re-using and improving real estate in a neighborhood

or city by adding or rehabilitating buildings, making more
marketable properties.

PUBLIC MARKET

An area for gathering of people for the purchase and sale of

goods, livestock, and other commodities.

CHAPTER 2

REVIEW OF RELATED LITERARTURE AND STUDIES

This chapter presents the related literature and relevant studies that will aid the
researcher in arriving at the solution of the identified problem.

RELATED LITERATURE
According to Econsult (2007), Public markets are unique economic and social
institutions which are increasingly being viewed as tools to achieve a wide variety of
goals. These goals include improved access to quality food, better marketing
opportunities for family farmers, improving social interaction in urban neighborhoods,
increasing social cohesion, providing employment opportunities to local communities,
creating entrepreneurial environment to increase small business formation, and
enhancing community economic development.
For public markets to provide the benefits discussed above, they first must be
economically sustainable, and this often requires some form of external financial
support. A key issue in obtaining public and other funding for public markets is whether

the markets can demonstrate that they deliver economic benefits to the community. The
goal of this analysis is to examine only one of the potential benefits of public markets
their direct and indirect impacts on local economic activity.
Market characteristics: First, the market may be selling products that do not
directly compete with nearby retail venues, and second, shoppers in some communities
might be inclined to travel outside the local community to purchase the same goods.
Hence the introduction of the public market could potentially reduce the leakage
from the local community. It should be noted that large city markets like Pike Place
Market are likely to have economic impacts associated with visitors and tourism that are
fundamental export businesses and likely to have significant, additional local economic
impacts.
These local economies are large enough to provide many business services to
markets and vendors, and also have rural areas with farmers that are essentially in the
same local economy.
By contrast, in large city markets, virtually all of the purchases from producers
flow outside the local economy. The outflow of funds from local economies from
producers, are however, relatively small because, producers generally are much smaller
in scale than other vendor types. (From Estimating the Economic Impact of Public
Markets)
Public markets are extremely important in human life. It creates business
opportunities to the small traders and entrepreneurs starting their businesses and this
opportunity will take effect to the economic growth of the community.
In addition, foreign nationals could be essential in attaining this situation and
proper utilization of facilities and services for them should be addressed in every
aspects of the public market.
However, a public market should limit its competencies with other nearby public
markets to balance traders, entrepreneurs and consumers although attracting them is a
good sign of effective marketing strategy.
Likewise, the existing public market in Toledo City provides not only the needs of
their fellow Toledanos but also to their neighboring city and municipalities giving
business opportunities.
According to Magesa, Michael and Ko(2014), A variety of market agents are
involved in moving produces from farms to rural and urban consumers and markets.
These include farmers who produce, sell and buy; traders, including retailers,
intermediaries, semi wholesalers, and wholesalers; and transporters. Farmers may sell

their production to intermediaries, who sell directly to wholesalers in local markets.

Wholesalers are primarily responsible for inter-regional trade, selling the commodity to
other wholesalers, retailers, or consumers.
Four types of markets can be identified, which act as the key role for transactions
namely village markets, regional markets, national markets and export markets. Traders
buy and sell commodities on a system of traditional markets which are held on a weekly
basis. A village may have its own market; or a market may be organized that serves a
number of villages. The geographical location of the market affects its density.
Movement of produce and traders from one market to another is associated with market
information which improves market performance by enabling transparency,
competitiveness and efficiency and increase the welfare of farmers.
The agricultural markets are unorganized, are seasonal, and there are
inadequate market centers. These markets are further dominated by middleman, there
is fluctuation of price, variation in measuring units and thus it is difficult to create trust
and good will. Access to markets and market information has positive impacts on the
welfare of farmers.
A study on the impact of market information to rural maize farmers in Uganda, found
that access to market information resulted in higher farm-gate prices and improves
farmers relative bargaining position vis--vis local traders. Another study in Niger, found
that access to market price information through mobile phone coverage reduces
agricultural price dispersion across markets by 10 percent.
A study to develop an efficient grain marketing system in Ethiopia, noted that
improving farmers and traders awareness of prices in various markets throughout the
country promoted grain system efficiency by encouraging grain flows from relatively
surplus to relatively deficit areas, thus helping stabilize prices over space; improving
farmers decisions and confidence regarding what to plant, how much to invest, and
where and when to market their produce; and promoting a more competitive marketing
system, which will benefit both producers and consumers.
Access to timely and up-to-date information may also benefit governments to
effectively address the food insecurity problems. Food price increase may signal food
supply shortfalls in certain areas, and give an early warning of the possible need for
food relief or other government interventions in these areas. Due to this, a large number
of countries in developing countries have or are establishing market information
services.(From Agricultural Market Information Services in Developing Countries)
Access to markets and agricultural information is essential for agricultural growth.
Information enables smallholder farmers to decide what to plant, when and where to

sale, and to negotiate better for the prices of their agricultural produces. This agricultural
growth can be translated to individual growth, rural growth and national growth as well.
According to Fosu et al. (1995), Reflecting this broader definition, distinguish up
to 11 components of agricultural infrastructure: irrigation and public access to water;
means of transportation; storage services; commercial infrastructure; processing
infrastructure; public services; agricultural research and extension services;
communication and information services; land conservation services; credit and
financial institutions; and, finally, health and education services.
This listing makes reference to rural infrastructure before agricultural
infrastructure, thus, as the conjunction of infrastructure services includes items that not
only facilitate the development of agricultural activities, but also rural activities and
sometimes even urban activities.
A similar classification of agricultural infrastructure developed earlier by Wharton
(1967), which we adopt, identifies three categories: one that is capital intensive (like
roads, bridges and dyers); one that is capital extensive (principally extension services or
vegetable and animal sanitation services); and the institutional infrastructure (that
consists of formal and informal institutions).
Regulations and standards related to food safety and quality are a dimension of the
international markets for agricultural and food products that has come to bear
increasingly on poor farmers in developing countries. Controls on the spread of animal
and plant pests and diseases, and grades, standards and other quality criteria, have
always impacted on international trade in bulk agricultural products.
With emergence of modern agricultural production processes, and with the shift
in international trade toward higher-value products, these regulatory measures and
standards have assumed greater importance.
Moreover, within the growing high-value markets, consumers are increasingly
expressing preferences about the process by which their food is produced, and are
demanding verification of such claims. These phenomena are not restricted to wealthy
countries, as the rise in supermarkets and introduction of their supply-chain
management systems for domestic markets within developing countries (discussed
above) demonstrates.
But increased regulation is posing new challenges to developing countries in
international markets, just as the growing high-value demands are creating potential
new income streams for those agricultural producers who can meet the emerging
demands.

Once viewed as niche markets, process-based agricultural production has

become big business and an opportunity for poor countries. (From Agricultural Markets
and the Rural Poor)
Agricultural products are being delivered and sold to the market. With these
million tons of goods and products, it draws the attention for constructing an
infrastructure that is efficient and could cater agricultural goods and products that leads
to existence of different market categories such as public market, private market, food
terminal, satellite market, wet market, dry market even modernized supermarket and
hypermarket. This only shows that market is one of the basic structures in a community
feeding every household and support lives.
The public market of Toledo City although exists, problems occurring should be
address and eradicate that may include its physical, social and environmental contexts.
If it is resolved, further efficiency and capacity to cater and serve the community is still
an achievable one.

RELATED STUDIES

According to Zade(2009),By the middle of the 19th century, the dominant

building type for public markets shifted from the linear form of the long market house in
the street to a square, block type facility located on its own parcel of land. This shift was
driven in part by customer walking distance among the vendors stalls. In the new
square markets, more stalls could be located closer to the entrance, and perimeter
aisles eased customer circulation. Increasing levels of investment and architectural
sophistication brought other changes to the public market.
As the buildings that housed markets became more complex, so did markets
roles as civic facilities. Market buildings like Faneuil Hall had long served as venues for
town meetings and civic events. New mixed-use market buildings often housed police or
fire brigade stations; second floor spaces were used to host community meetings. In
Charleston, South Carolina, the seat of city government was located on the second floor
of the market house.
These physical changes were indicative of increasing sophistication in the
conduct of American trade. Drawing a connection between the public market and the
body politic, Mayo writes, The social life of public markets has always been colorful,
active, and a political reflection of Americas economic life. Just as the physical plant of

the public market grew more complex, so did market operations and the mix of market
offerings.
The food system evolved to include a more complex network of producers,
traders and merchants, which induced increasing competition for space within the public
market. Space within a market hall was fixed, and more specialized and sophisticated
merchants were able to pay higher rents than farmers. Hierarchies of merchants and
vendors developed, with poorer vendors left to sell their wares outside the market and
more prosperous merchants selling within it.(From Public Market Development
Strategy: Making the Improbable Possible)
The ideal plan for public markets is rectangular in order to have a good
circulation and it would be convenient for the customers to shop.
According to Raluca and Gina (2009), Tourism has grown to be an activity of
worldwide importance and significance. For a number of countries, tourism represents
the largest commodity in the international trade, and in many others it ranks among the
top three industries, becoming a major social and economic force in the world lately.
The leisure in tourism represents the principal method to limit, individualize and
diversify the tourism offer, the firms and tourism destinations. More than that, the leisure
determines the increase of the competitive degree, the revenue obtained and the
economic efficiency.
As a major component, shopping has become one of the most significant leisure
activities and the development of this segment stands to stimulate the future of
amusement services and their major influence in the tourism industry.
The shopping activity can be regarded from to points a view: as a functional
activity and as leisure activity. As a functional activity, shopping presents the following
characteristics: high expectation, predictable, meets identified needs, time efficient, and
target activities.
Shopping and leisure describe the activity of purchasing goods in an environment
that offers different types of leisure facilities theatres, cinema, bowling alley, etc.,
usually found in malls, and other venue that incorporates such entertainment
opportunities.
As the consumers ideas and conceptions of buying have evolved it mustnt
eliminated the necessity of buying for functional purposes only, but to understand and
concentrate on the segment of shopping for leisure. It can be neglect the main interest
in shopping, but it should be proper analyzed the leisure shopping and its trends by all
the actors implicated in the commercialization of goods and services.

A special place in leisure shopping is expressed by the environments. The

general environment of shopping determines an increase or a decrease of this activity.
For instance, the ambience of shopping would include visit to a food court, seen a
performance and creates a pleasant shopping environments, for extending the shopping
stay and therefore the shopping enhancement.
The various facilities offered by an establishment, as the synergy between
shopping and other recreational activities has a major potential for impulse purchasing,
influencing the environment of general shopping in a store, hypermarket, mall, etc.
By extending the retail environment into a broader leisure setting commercial
establishments are able to draw in more people and keep them for longer periods of
time, influencing higher expenditures.
Nowadays and future trends shows that the shopping centers have begun to
include in their offer recreational facilities, and leisure shopping and entertainment
interbreeds forming shoppertainment phenomena where people visit shopping centers
to rather to participate in a recreational activity than purchase goods and services.
Shopping remains one of the most interesting satisfying and stimulating form of
leisure that will change the form of future travel and tourism industry. (From The Impact
of Shopping Tourism on the Future of Leisure Services)
Tourism is one of the important factors to the development and success of a
structure as it gives vitality to its environment and generates income. One form to attract
foreign nationals and even locals is the integration of leisure to the shopping
experience. By adding leisure, people would tend to stay longer and have the chance to
participate in leisure activities as part of their shopping.
The Toledo City Public Market may be lack of this concept. As people change
their lifestyle over the decades, the concept to make them stay was lost as people move
towards modernized supermarkets and hypermarkets. It can be observed that
supermarkets and hypermarkets are usually built in a shopping mall or at least near
shopping malls, this is because people are invited to stay longer within the area for
these commercial establishments will generate income and make their consumers
happy with the leisure shopping experience as foreign nationals and even locals much
prefer nowadays.

CHAPTER 3
RESEARCH METHODOLOGY

This chapter presents the research methodology and tools identified to be used
for the undertaking of the study and collection of date, environment, respondents, and
research instruments.

RESEARCH METHODS
Descriptive Method of research was used by the researchers to identify and
gather the necessary data and information to answer the questions regarding the
subject of the study, the market.

INSTRUMENTS
The researchers used primary and secondary data.
The primary data was gathered by ocular site visits, interviews of people in the
government and private organizations that have the expertise regarding the public
markets affairs and questionnaires for all types and groups of people involved in the
public markets day to day activities.
The secondary data, in contrast to primary data, includes published documents
and literatures in relation to the topic. These data are collected from the Toledo City
government offices, libraries and mostly from the internet.

INPUT
1. No. of vendors/ Stalls
2. List of products and goods sold
3. Existing Public Market

PROCESS
1. Site Visit and Ocular inspection
2. Interview
3. Questionnaire
4. Document Search

OUTPUT
Redevelopment of the Toledo City
Public Market

Figure no. 3: Flow of Study

ENVIRONMENT
The City of Toledo is located at the midpoint of the west coast of Cebu
Island, about 50 kilometers from Cebu City, and is directly opposite to San
Carlos City, about 40 kilometers away across the Taon Strait which separates
Cebu from Negros Island. Toledo City is bounded by the municipalities of
Balamban on the north, Pinamungajan on the south, Cebu City and Talisay on

the east, Minglanilla and Naga on the southeast and the Taon Strait on the
west. It is about 8,000 kilometers away from Metro Manila.
Toledo City extends 10 20 to 10 26N Latitude and from 12 35 to 12
49 Longitude midway along the West Coast of the elongated island Province of
Cebu.

Map no.1: TOLEDO CITY LOCATION MAP

(Source: City of Toledo Comprehensive Land Use Plan)

SUBJECT

The subject of the study is the public market.

RESPONDENTS

The respondents involved in the study were mainly the vendors, the buyers, the
public utility drivers and the tourists from the port near the site.

Table no. 1: Distribution of Respondents

CLASSIFICATION
Vendors
Buyers
Public Utility Drivers
Tourists

No. of Respondents
10
10
10
10

DATA GATHERING PROCEDURE

The data collection for this research is through interview and questionnaire. The
researchers interviewed the head of the public market affairs regarding the existing
public markets economic and physical conditions. The questionnaire used contained
questions formulated by the researchers to answer questions related to the research.
The questions within the questionnaire focused on the conditions of the existing public
market and how does it affect their livelihood (Public Utility Drivers, Vendors, etc.) or
day to day living (Buyers, Tourists, etc.). The researchers collected the questionnaires a
few hours to a day after their distribution to give the respondents enough time to
answer.

PRESENTATION OF DATA

The gathered data is presented in tabulated and textual formats. The interview
findings are presented in the form of text on the other hand the findings from the
questionnaire and the statistics from different agencies and organizations involved in
the study is presented in tables.

TABLE OF PARAMETERS
The table is an inventory of the different data needed, tools, and, sources on
obtaining them.

Table no. 2 Parameters

Parameters

Variable

Type of Data
Prim. Sec.

Access Roads

Physical

Socio-

Type of Info.
Quanti Quali.
.
/

Topography

Technical Lot
Description
Drainage Line

Power Line

/
/

Solar Orientation

Communication Line

Transportation

Wind Direction

No. of Vendors

Tool

Source

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Interview

Cebu City
Hall, GIS
Cebu City
Hall, GIS
Cebu City
Hall, GIS
Cebu City
Hall, GIS
Barangay
Hall
Personnel
PAGASA

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Observati
on
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Barangay
Hall
Personnel
Site
PAGASA
Site

Economic

Legal

No. of Buyers

PD1096

BP344

Fire Code

NBCP

CLUPZO

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Site
DPWH
NCDA
BFP

LGU