ASSESSING THE FUTURE POTENTIAL PHOTOGRAPHY INDUSTRY AT NOVALICHES, QUEZON CITY

Abstract

This study assesses the future potential of the photography industry in Novaliches, Quezon City, by examining how shifting customer preferences, evolving business models, and rapid technological advancements shape market dynamics. Key factors include image quality, ease of use, creative control, and overall user experience. The goal is to understand how innovations such as mirrorless cameras, smartphone imaging, and artificial intelligence tools are redefining consumer expectations and professional practices. A quantitative survey design is employed, using purposive sampling to select twenty local photographers with active professional or enthusiast involvement. A structured questionnaire measures perceptions of emerging trends, industry challenges, and growth opportunities on a four-point Likert scale. Data are analyzed using weighted means to determine the level of agreement with statements on each dimension. Photographers strongly agreed that current trends—such as mobile photography integration and online portfolio platforms—are driving technological innovation and expanding client bases (weighted mean = 3.72). The most significant challenge identified was unstable or seasonal demand affecting business sustainability (weighted mean = 3.61). In terms of opportunities, advanced editing software and automated workflow tools were considered to offer the greatest potential to enhance service quality and productivity (weighted mean = 3.80). The study indicated that embracing digital trends and investing in new technologies would be essential for photographers in Novaliches to remain competitive. As a result, it was recommended that industry practitioners adopt mobile-friendly services, diversify offerings during off-peak seasons, and leverage editing and AI tools to improve efficiency. Supporting workshops and collaborative networks were also advised to help photographers navigate market fluctuations and capitalize on emerging opportunities.