Brand Equity and Tourist Behavioral Intention:

The Role of 7Ps of Farm Tourism Sites in the CALABARZON Region

Dear Respondents:
Mabuhay!
I am a researcher from Lyceum of the Philippines University, and currently conducting a study
about Brand Equity and Tourist Behavioral Intention: The Role of 7Ps of Farm Tourism Sites in
the CALABARZON Region .
As a researcher, your involvement will be genuinely necessary for the study to obtain a thorough
understanding of the selected factors. Thus, I humbly request your valuable time and effort to
answer all the questions in the questionnaire. This will aid in completing the study and assist
future researchers in improving future studies. Rest assured that any information received from
you will be treated with the utmost confidentiality. Your favorable request will be a vital addition
to the study's success, which would be much appreciated.
For your review, I have included a consent form. Please read the form below carefully and do
not hesitate to contact me through this email: [email protected] or 0956-814-
5042 if you have any queries concerning the research. If you decide to participate, kindly include
your initial and email in the permission information form and submit it with the completed
questionnaire. Your assistance would be much appreciated.

QUESTIONNAIRE DATA PRIVACY NOTICE

The research, in line with Data Privacy Act of 2012, is committed to protect and secure personal
information obtained in the process of performance of its mandate. Personal and other
information provided manually herein will be processed and utilized solely for research
purposes. Collected personal information will be kept/stored and accessed only by the
researcher and will not be shared with any outside parties unless written consent is secured.
By affirming this, I agree to answer the following survey with the utmost willingness, and I am at
legal age to take part in this study.
I agree
I do not agree

The province that you availed the service:

__ Cavite
__ Laguna
__ Batangas
__ Rizal
__ Quezon
Part 1: Psychographic Profile. Choose only 1 per item that suites your profile as a tourist.
Types of Devices (frequently used)
____Smartphones (iOS and Android phone)
____Tablets (iPad and tablet)
____Computers (PC and Mac)

Physical Activities
___Aerobic (housework, swimming, hiking, biking, soccer, running)
___Strengthening (rock climbing, push ups, surfing, volleyball, wall sits)
___Flexibility (stretching, Tai chi, yoga, gymnastics, dancing)

Payment Methods (frequently used)

___Cash
___Cards (debit/credit)
___Online transfer (GCash, bank transfers, QR Code, NFC payment)

Lifestyle
___Hedonistic lifestyle (oriented towards pleasure and enjoyment)
___Adventurous lifestyles (characterized by new experiences)
___Individualistic (independent and autonomous)
___Promethean (lavish extravagant lifestyle to no purpose other than your own selfish
pleasures)

Part 2: 7 Ps of Tourism Marketing

Direction: Assess the 7 Ps of tourism marketing implemented by farm sites in terms of price,
place, promotion, personnel, process, and physical assets.
Scale: 5 – strongly agree; 4 – agree; 3 – moderately agree; 2 – disagree; 1 – strongly disagree
A. Price. There is availability of… 5 4 3 2 1
1. Cheaper products available at farm tourism sites.
2. Credit as payment method for farm tourism products & services.
3. Adoptable & flexible commodities including prices to its tourists for
repeat purchase.
B. Place. There is availability of…
1. Public transportation for a more accessible visit to the farm tourism
site.
2. Access route for tourists going to & out of farm tourism sites.
3. Telephone & other communication devices that can ease the needs
of tourists.
 C. Promotion. There is availability of…
1. Awards or points on purchase for tourists to be encouraged to buy
farm tourism products.
2. Incentives/promos to attract more tourists.
3. Promotional & marketing technique to penetrate tourists based on
their beliefs.
Product. There is an existing…
1. Variety of farm tourism products & services.
2. Delivery services for goods as common farm tourism products.
3. High quality farm products.
4. Tour packages in farm sites.
Personnel. Employees…
1. Re able to provide necessary advise based on tourist needs.
2. Are courteous to tourists.
3. Are eager to help & respond to tourists’ questions.
4. Are knowledgeable to market farm tourism products & services.
Procedure management/Process. There is provision for…
1. Self-service farm entry procedures.
2. Safe and sanitized facilities.
3. A well-planned itinerary.
4. Convenient way of booking through mobile devices & other social
media platforms.
Physical Assets. There is availability of…
1. Beautiful and well-rounded facilities & aesthetically arranged properties
& development at farm tourism sites.
2. Reusable bags in farm tourism sites & electronic weighing scales.
3. Reliable weighing scale at farm tourism sites.
4. Calm and enjoyable ambience in the farm tourism site.
Yasanallah, P. & Bidram, V. (2012). Studying the status of marketing mix (7Ps) in consumer cooperatives at Ilam province from
members’ perspectives. American Journal of Industrial and Business Management, 2(04):194.

Part 3: Brand Equity Components of Tourist Destination

Direction: Determine brand equity components of tourist destination in terms of perceived
brand quality, brand awareness, brand image, and brand loyalty.
Scale: 5 – to a very great extent; 4 – to a great extent; 3 – true to some extent; 2 – to some extent;
1 – not at all
A. Perceived Brand Quality 5 4 3 2 1
1. The quality of tourism products in the farm tourism site is
outstanding.
2. The farm tourism site provides high-quality tourism products &
services.
3. Tourism products in the farm tourism site are reliable & trustworthy.
4. Attractions perform better as a tourist destination than its
competitors.
 B. Brand Awareness
1. Tourists are well aware of the farm tourism site.
2. Tourists can quickly recall the attraction as a farm tourism site.
3. This farm tourism site is easily compared & differentiated from other
farm cites.
C. Brand Image
1. The logo & symbol of the farm tourism site highlighted the brand
image.
2. Distinct image raised unique characteristics of the farm tourism site.
3. Features of farm tourism site are more enchanting compared to other
tourist sites.
4. Tourist destinations in this farm tourism site in the region are popular.
D. Brand Loyalty
1. Attractions in this farm tourism site are prioritized when selecting
travel destination in the future.
2. The tourist attractions in this farm tourism site can be recommended
to other people.
3. Tourist destinations in this farm tourism site will be visited again even
if costs will increase.
Ylagan, A D. (2021). Brand equity components of tourist destination: The case of CALABARZON Region. Asia Pacific Journal of
Academic Research in Business Administration, 7(2):26-31.

Part 4: Tourist Behavioral Intention

Direction: Assess the tourist’s behavioral intention in terms of revisit intention, intention to
recommend, willingness to pay more, and loyalty.
Scale: 5 – strongly agree; 4 – agree; 3 – moderately agree; 2 – disagree; 1 – strongly disagree
A. Revisit Intention 5 4 3 2 1
1. I am willing to visit this farm tourism site as part of my travel plan.
2. I would like to come back to this farm tourism site in the future.
3. I would like to come more often to this farm tourism site.
4. I will make an effort to visit this farm tourism site.
B. Intention to Recommend (word-of-mouth)
1. I will encourage my friends and relatives to visit this farm tourism
site.
2. I would recommend this farm tourism site to my friends or others.
3. I would say positive things about this farm tourism site to others.
4. I would convince others to also visit this farm tourism site because of
my experiences with this destination.
C. Willingness to Pay More
1. I am able to accept that I would pay more for my visit to this farm
tourism site.
2. I am willing to pay more to stay in this farm tourism site.
3. I am willing to spend extra for my travel activities in this farm tourism
site.
 4. I am not at all bothered to spend more every time I visit this farm
tourism site.
D. Loyalty
1. I intend to continue choosing this farm tourism site to visit.
2. I consider this place to be my first choice.
3. I feel better when I go to this farm tourism site than in others.
4. I consider myself loyal to this farm tourism site.
Borbon, N. M. D., Pulhin, J. C. B., Apritado, J. M. M., & Ylagan, A. D. (2022). Development of post travel intention instrument: Validation
and reliability study

Thank You and God Bless! <3