Arlene M. Delos Reyes, Kiena Denise F. Faner,
Jennifer C. Lemaitre, Krisnle Yale Tolentino
Bachelor of Science in International Travel and Tourism Management
Lyceum of the Philippines University – Laguna, Philippines
adelosreyes@lpulaguna.edu.ph, kdfaner@lpulaguna.edu.ph,
jlemaitre@lpulaguna.edu.ph, krisnleyale.tolentino@lpulaguna.edu.ph
Date Received: September 9, 2021; Date Revised: October 8, 2021
Asia Pacific Journal of Management and Sustainable Development
Vol. 9 No. 2, 31-40
October 2021Part III
ISSN 2782-8557
Tourist Motivations and Preferences on Visiting Agritourism Laguna, Philippines 432 KB 9 downloads
Arlene M. Delos Reyes, Kiena Denise F. Faner, Jennifer C. Lemaitre, Krisnle Yale...This study focuses on tourists’ motivations and preferences, specifically from urban areas, when they visit Agritourism sites. Agritourism has a huge potential since the country has rich natural resources but this sector is not as familiar to tourists since it lacks marketing and advertising support as well as the capability to function tour operations. That is why to bridge the gap between Agritourism and potential tourists, a descriptive method was used through the quantitative method with 144 respondents. who agreed to participate in the survey that was conducted. The results revealed that tourists from urban areas mostly do not have specific extremes towards their personality in traveling. They are either adventurous or conservative making them have the highest percentage of contribution in the market. Also, most respondents agreed that relaxation and leisure have a huge impact on their internal motivation when it comes to traveling to Agritourism sites while having a well-informed staff is essential for their external motivation. As for the respondents’ preferences on Agritourism supplies, they both prefer passive and active. services, activities, and facilities. Consequently, the results revealed that the psychographic profile of tourists from urban areas does not affect both their motivation and preferences on Agritourism supplies. When it comes to the relationship of their motivation and preferences, it shows that there is a significant relationship between tourists’ motivation and their preferences on Agritourism supplies. Therefore, training local farmers and owners about the functions of tour operations and marketing is one key for Agritourism sites to have more opportunities to cater to tourists. Also, innovate and initiate infrastructures that are dynamic and can cater to both active and passive activities. However, if extreme activities are not preferred by Agritourism owners, they can opt to offer more immersive activities instead. Consequently, the preservation of the rural character must also be prioritized to maintain tourists’ motivations and sustainability.
Keywords: Agritourism, Tourist motivation, Preference on agritourism supplies