Assessment of Ati-Atihan Festival: Its religious and commercial implications

Abstract

This study explored the religious and commercial implications of the Ati-Atihan Festival in Kalibo, Aklan, using a qualitative case study approach to gain in-depth insight from local officials, priests, business owners, festival organizers, and residents. The qualitative approach was chosen to capture the rich, subjective experiences and perspectives of the community, providing a comprehensive understanding of how commercialization and religious practices intersect. The findings revealed a tension between the festival’s religious origins, centered on the veneration of the Santo Niño, and the increasing commercialization, which introduced modern elements such as costume competitions and entertainment. While these changes attracted more visitors, they diverted attention from traditional religious practices. The festival played a significant role in the local economy, driving tourism and benefiting sectors like hospitality, transportation, and retail. However, challenges such as traffic congestion, modernization of rituals, and balancing religious and commercial interests persist. The study highlighted the festival’s dual role as both a cultural and an economic event, underscoring the need for sustainable practices that preserve its cultural and spiritual significance while fostering economic growth. Specific recommendations included policies to regulate commercialization, ensuring that religious observances remain central, and promoting community efforts to protect cultural traditions. This study provided valuable insights for the general public, future researchers, and policymakers interested in the intersection of culture, religion, and tourism.