COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

Researchers:

Garcia, Aeious-Xandra T.
Hebron, Geanie Anne A.
Sugui, Shannyn B.

Proposed Topic/Title Assessing the Effect of Agricultural Tourism on Tourist Appeal of Selected DOT-Accredited Farms

This study aims to determine the relationship between the effect of agricultural tourism and the tourist appeal, identify the
Research Agenda
Targeted by the Study reason for visiting agricultural sites, and what factors influence the tourists’ satisfaction and loyalty.

• To assess how agricultural tourism affects tourist attractiveness by examining the influence of activities for tourist
farms on tourists' perception - satisfaction, loyalty, and word-of-mouth.
Rationale/Objectives • The goal is to identify the influences on tourist decisions in agricultural tourism by examining reasons for choos ing
agricultural tourism spots, including experiences, breathtaking scenery, and cultural authenticity.
of the Study
• To create tactics and advice in enhancing the overall attractiveness of agritourism locations, considering sustainability,
community engagement, and digital advertising.
 According to Delos Reyes et al. (2021), this study focuses on tourists' motivations and preferences, specifically from
urban areas, when they visit Agritourism sites. Agritourism has huge potential since the country has rich natural
resources, but this sector is not as familiar to tourists because it lacks marketing and advertising support as well as the
capability to operate tour operations.

Supporting literature or Based upon the study of Cabiladas, M. (2020), the study deals with agri-tourism farms in La Union, branded as the
studies that serve as
“Heart of Agri-tourism in Northern Luzon”. This study identified the socioeconomic profile of the farm owners, business
basis for the proposed
profile, current status, levels of awareness, acceptability, and readiness of the farms for t he requisites of the IRR in
topic/title (minimum of agri-tourism farm accreditation and its relationships with socioeconomic factors. The descriptive research design was
5 literature and studies)
used. Farm owners/managers of 16 identified agri-tourism farms were the respondents of the study. Findings revealed
*Should consider
that most of the farms were sole proprietorships and were owned dominantly by college graduates and married males.
recency of the The majority of the farms are accredited by DOT and ATI.
literature and studies
(at least 5 years back
with older citations
supported by recent This study aims to draw observations on the current status and potential of the Philippines as a farm tourism destination
ones and identify the underlying factors that inhibit farm tourism development. It intends to gauge the challenges that Filipino
farmers face in diversifying farms and operating farm sites and uses these challenges in crafting strategies and policies
for relevant stakeholders. It also provides Philippine farm tourism literature to address the limitations of references in
the topic (Yamagishi et al., 2024).
Agritourism is a form of tourism that emerged and grown in volume in recent years. Tra Que Vegetable Village developed
this type of tourism to meet visitors’ desire to experience. However, Vietnamese tourists' satisfaction with agritourism
in the village has not been given sufficient attention. The purpose of this study was to examine the level of Vietnamese
tourists' satisfaction and the factors that contribute. Tourists responded to the questionnaire and identified their
satisfaction among the ten criteria of evaluation, using from one to five-point scale (Ha et al., 2021).

Rural tourism has commonly been identified as one of the main areas of application of the principles of sustainable
tourism, but the literature has typically focused solely on the ecological dimension, particularly when referring to
agritourism. This study presents a new approach to assessing the “eco-effectiveness” of the evolutionary dynamics of
agritourism, as applied in a study of NUTS-2 regions in two European countries (Spain and Italy) that have implemented
similar rural development strategies (Belligiano et al., 2020).
 This study addresses three key gaps in the study of the effect of Agricultural Tourism on Tourist Appeal of Selected DOT-
Accredited Farms.

1. Insufficient data on the role of farm certification in tourist decisions, and the effect of DOT accreditation on tourists'
choices and satisfaction is underexplored. This study seeks to determine whether being a DOT-accredited farm enhances
Identified gap/s that its appeal to tourists, compared to non-accredited farms.
serve as deciding factor 2. Limited focus on how agricultural activities impact tourist appeal, current research often examines agritourism in general
to conduct the study but lacks specific studies on how hands-on farm activities (like planting, harvesting, or animal care) influence tourists'
interest and enjoyment at DOT-accredited farms.
3. Unexplored role of digital marketing in agritourism appeal, with the growing use of digital platforms for tourism
promotion, there is limited research on how digital marketing efforts (e.g., social media presence, website quality, online
reviews) affect the attractiveness of DOT-accredited agritourism farms. This gap presents an opportunity to explore the
role of online engagement in shaping tourist decisions to visit.

Research Design: The study will take a causal-comparative research design to identify the cause-and-effect relationship
between Agricultural Tourism on Tourist Appeal of Selected DOT-Accredited Farms. According to Lawrence (2023), causal-
comparative research can aid in determining the causes of differences that exist between or within different groups.

Approach: A quantitative research approach will be used for a systematic and numerical analysis of data to determine,
describe, and investigate the chosen variables.
Research Design
Data Collection: The data collection method is a survey questionnaire, the main data gathering tool adapted from a
previous study. After finalizing the questionnaire, pilot testing will be conducted before starting the data-collecting
process.
 Analysis:
1. Linear regression analysis will be utilized to predict the relationship between agricultural tourism and tourist appeal.
2. In order to analyze the results and draw conclusions from the gathered data, the study will be using descriptive
and inferential statistics

Belligiano, A., Garcia, E. C., Labianca, M., Valverde, F. N., & De Rubertis, S. (2020). The “Eco -Effectiveness” of Agritourism
Dynamics in Italy and Spain: A Tool for Evaluating Regional Sustainability. MDPI.
Cabiladas, M. (2020). Status and Prospects of Agri-tourism in the Province of La Union, Philippines . Retrieved from
Academia:
https://www.academia.edu/89727902/Status_and_Prospects_of_Agri_tourism_in_the_Province_of_La_Union_Philippi
nes
Delos Reyes, A., Faner, K., Lemaitre, J., & Tolentino, K. (2021). Tourist Motivations and Preferences on Visiting Agritourism
Laguna, Philippines. Asia Pacific Journal of Management and Sustainable Development , 31-40. Retrieved from
References https://research.lpubatangas.edu.ph/wp-content/uploads/2022/02/04-APJMSD-2021-4-1.pdf
Ha, T. V., & Mohanty, P. (2021). Exploring the Level of Tourist Satisfaction in Agritourism: A Reflection of Tra Que Village,
Vietnam. Retrieved from ResearchGate:
https://www.researchgate.net/publication/348594729_Exploring_the_Level_of_Tourist_Satisfacti on_in_Agritourism_A
_Reflection_of_Tra_Que_Village_Vietnam
Yamagishi, K., Gantalao, C., & Ocampo, L. (2024). The Future of Farm Tourism in the Philippines: Challenges, Strategies
and Insights. Emerald Insight .
 Organizing your Research Literature

Concept Results of the Study Reference

Tourist Motivations and

Preferences on Visiting The study’s findings revealed a positive relationship between tourists’ motivation and preferences on Delos Reyes, A., Faner, K.,
Agritourism Laguna, Agritourism supplies. Lemaitre, J., & Tolentino, K.
Philippines (2021)

Status and Prospects of Age, biological gender, and educational attainment are not significantly related with the levels of Cabiladas, M. (2020)
Agri-tourism in the awareness, acceptability, and readiness of the chosen farms.
Province of La Union,
Philippine

The future of farm

tourism in the The farmers lack of skills, training, and capital investment potential becomes a major drawback to the to Yamagishi, K., Gantalao, C., &
Philippines: challenges, farm tourism sites. Ocampo, L. (2024)
strategies, and insights
 Exploring the Level of
Tourist Satisfaction in The study found three out of ten factors have a direct contribution to the tourists general satisfaction Ha, T. V., & Mohanty, P.
Agritourism: A which are infrastructure, agricultural experience activities, and restaurant service. (2021)
Reflection of Tra Que
Village, Vietnam

“Eco-Effectiveness” of
Agritourism Dynamics in The study reveals that the sustainability of agritourism growth is not homogenous, having specific features Belligiano, A., Garcia, E. C.,
Italy and Spain: A Tool in different regions of one country. Labianca, M., Valverde, F. N.,
for Evaluating Regional & De Rubertis, S. (2020)
Sustainability