CHAPTER I

THE PROBLEM

Introduction

The Philippines, with vast agricultural land, has the necessary base for farm tourism, and the enactment of the Farm Tourism Development

Act of 2016 bridges this potential. With low agricultural outputs, the country draws relevance for farm tourism as a farm diversification strategy to

supplement income in rural communities. While having these potentials, crucial initiatives in physical characteristics, product development, education and

training, management and entrepreneurship, marketing and customer relations and government support must be implemented. Farmers' lack of skills,

training, and capital investment potential to convert their farms into farm tourism sites serves as the major drawback. Thus, developing entrepreneurial and

hospitality skills is crucial. (Yamagishi, Gantalao, & Ocampo, 2021)

When it comes to agritourism, Batangas Province is known as a competitive province. There are numerous farms and ranches that are ideal

for recreational activities. Agritourism farms offer tours that allow visitors to see the growing, harvesting, and processing of locally cultivated crops. Milea

Bee Farm in San Jose, Sunchamp Agritourism Park in Rosario, Kahariam Reality and Farms in Lipa, All Seasons Nature Farms in Taysan, Chad's Nature

Farms in Mataas na Kahoy, and Vilela's Farm in Ibaan are the best examples of Agritourism sites in Batangas. These agritourism venues are a novel type

of attraction that can teach both residents and tourists about the benefits of agritourism.

At present, agricultural sites in Ibaan, Batangas hasn’t been recognized as a potential agritourism spot but is rich in agricultural resources and

hardworking farmers. Also, the lack of marketing and infrastructure support and technical vocational training for farm tourism. There is also inadequate

knowledge on manpower needs and sustainable practices, lack of integration of hospitality programs and assistance for farm sanitation and energy

management. Since farmers recognized their needs and desires to diversify their products and supplement their incomes, agritourism can help provide

them with the opportunity to increase on farm sales of value-added products and services. Hence, the researchers aim to assess the potentiality of Ibaan,

Batangas as an agritourism destination.

Ibaan has a wide variety of establishments that can accommodate an extensive variety of tastes and preferences. Visitors may have an

enjoyable meal while savoring delectable dishes made with high-quality components. The town offers both expensive and inexpensive eating alternatives,

with a variety of choices to suit different budgets. Visitors may choose from a broad range of culinary delights and enjoy meals cooked with ingredients
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that are both fresh and locally produced. The restaurants in Ibaan also offer a pleasant and welcoming ambience, giving a comfortable setting for eating

meals and interacting with friends and family. Ibaan provides a diverse eating experience for locals and visitors alike, with quaint cafés, noisy restaurants,

and even fast-food alternatives. The people of Ibaan have transitioned into entrepreneurship, with many deriving their income from agriculture, livestock

farming, and food production.

Therefore, this study attempted to assess some and more valuable insights for the Potentiality of Ibaan, Batangas as Agri-Tourism

Destination, on its own attraction, accessibility, accommodation, activities, and its amenities in order also to come up in an appropriate strategies and

actions to uncover the full potential of the agricultural resources and attract tourists to experience the unique agri-tourism offerings of Ibaan.

Statement of the Problem

This research aimed to assess the potentiality of Ibaan, Batangas as an agri-tourism destination. Specifically, it sought to answers to the

following questions:

1. What is the profile of the respondents in terms of:

1.1. age;

1.2. sex;

1.3. civil status;

1.4. educational attainment;

1.5. monthly income; and

1.6. type of respondents?

2. How do the respondents assess the potentiality of Ibaan, Batangas as agri-tourism destination with regard to:

2.1. accessibility;

2.2. accommodation;

2.3. activities;

2.4. attraction;

2.5. awareness;
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2.6. amenities; and

2.7. affordability?

3. Is there a significant difference in the assessment of the respondents when grouped according to profile?

4. What strategies may be proposed to develop Ibaan, Batangas as an agritourism destination?

Hypothesis of the Study

The study tested the hypothesis given below:

Ho: There is no significant difference in the assessment of the respondents when grouped according to profile.

Scope, Delimitation and Limitation of the Study

The study aims to determine the assessment on the potentiality of Ibaan, Batangas as an agritourism destination. It covers the profiles of the

respondents in terms of age, sex, civil status, educational attainment, monthly income, and type of respondents. It also comprises the factors namely

accessibility, accommodation, activities, attraction, awareness, amenities, and affordability.

It can help uncover the full potential of the agricultural resources and attract tourists to experience the unique agri-tourism offerings of Ibaan.

The respondents of the study were 376 which include the residents, LGU’s from the Municipality of Ibaan and the tourists who will visit the agritourism

destination. This study was conducted from the second semester of academic year 2022-2023 to first semester of academic year 2023-2024. The

researchers chose respondents to answer the questions for their study using the data gathering tool used which is the survey questionnaire.

This study is limited only to the LGUs, to the tourists who visited the farm excluding Kilyawan, Fork and Spade, and Hydrobit Farm as well

as the residents of the 23 barangays out of 26 barangays in Ibaan excluding Barangay Mabalor, Barangay Catandala, and Barangay Panghayaan located

across the Catandala Bridge. It is to find the right answer with regards to the results of questionnaires answered in Ibaan, Batangas. Therefore, all the

analysis, conclusions and recommendations of the study are applicable to them.

Significance of the Study

This study will focus on the assessment on the potentiality of Ibaan, Batangas as an agri-tourism destination. This study will be beneficial to

the following:
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To the local residents of Ibaan, this study will help the locals by supporting economic development, preserving cultural heritage, enhancing

infrastructure and services, promoting the community, and emphasizing environmental sustainability. It offers them a comprehensive insight and helpful

recommendations for the growth of agri-tourism, inevitably boosting the quality lifestyle for locals and promoting a sustainable and profitable future for

Ibaan. In addition, it strengthens locals' sense of pride and fosters preservation of their traditional ways of life. And ensures that agritourism activities meet

their needs and aspirations.

To the Municipality of Ibaan, this study will allow and help them to develop policies, rules, and investment strategies that support

agritourism, maximizing the advantages for the municipality and its residents. The outcomes will help them to think more about the municipality's

strategic planning and decision-making processes for the development of the region. They could attract visitors, stimulate local enterprises, and offer locals

opportunities for employment. By preserving cultural history, a municipality can more effectively represent its identity, promote connections among

others, and provide a unique benefit for attracting tourists. It will aid in the preservation of biodiversity, the protection of their natural resources, and the

long-term success of the agritourism sector. Additionally, they can develop a strong brand image that will bring in more customers, which will increase

income.

To the Tourists, this study will serve as promotional assets for some places they have visited. Through recommendations from friends, social

media, travel blogs, and online reviews. The visibility and reputation of Ibaan as an agri-tourism destination may be considerably improved by favorable

evaluations and feedback from delighted guests, attracting additional tourists and enhancing its long-term viability.

To the Provincial Tourism Office, this study will help them to foster collaboration between the Provincial Tourism Office, regional

governments, nonprofit groups, and private partners through this study. The office may develop partnerships for the effective implementation of agri-

tourism activities by promoting the study findings and involving the appropriate stakeholders. For local tour operators, providers of accommodation, and

guides, among other tourist stakeholders, it assists in identifying shortages in training and potential development areas. The research results can be used as

a basis for the Provincial Tourism Office to assess the effectiveness and impact of its programs. The office may identify areas for development, modify

strategies, and determine accurate recommendations to further boost the agri-tourism potential of Ibaan through regular monitoring and assessment. The

office will be able to successfully develop and market Ibaan by using the research findings.
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To Batangas State University, this study will help the University to know the significance of conducting this research that refers to Ibaan,

Batangas' potential as an agritourism destination. It might help to develop academic excellence, broaden institutional knowledge, fosters collaboration, and

makes it easier to put theories into implementation. In more likely, encourages community involvement, supports sustainable development, and improves

the university's reputation and visibility in the agri-tourism research community.

To Tourism Management Students, this study will help students pursuing tourism management, as a fundamental resource. It will help to

present a worthwhile educational opportunity, promote the practical application of knowledge, improve comprehension of destination selection and

development procedures, and examine entrepreneurship opportunities. It will also help them to establish an importance on sustainability and community

engagement, highlights career opportunities, fosters the development of research and analytical skills, and offers networking and collaboration

opportunities in the travel and tourism industry.

To future researchers, this study will help the future researchers as their reference. Further research on this topic may also help to widen the

scope of this study. Additionally, it will help researchers in comprehending the significance of the study and how these studies contribute to enhanced

academic understanding in their chosen field. Furthermore, this study will benefit them by providing a knowledge gap on the topic or by focusing on a

theory through providing an original perspective that hasn't been examined previously.

To researchers, this study will help them to evaluate Ibaan, Batangas's potential as an agritourism destination more easily, address

information gaps, advances academic research, integrates findings into real-world use, influences planning and policy, involves stakeholders, promotes

dissemination of knowledge, improves methodologies and competencies, and supports professional development. Researchers can help the sustainable

growth of tourist locations like Ibaan and the area of agri-tourism by doing this study.
 Chapter II

REVIEW OF LITERATURE

Conceptual Literature

This part contains the discussion of the related to major concept of topics in the study. It explains tourism and the clarification of the 7A’s

which are the accessibility, accommodation, activities, attraction, awareness, amenities, and affordability.

Agritourism

The adaptation of Agritourism in the Philippines marked up during recent years as it helped in reducing economic problems of family farms

and expanded their revenues. Agritourism economically benefits the agritourism farmers and it is monetary essential for them. Thus, it is expected to be

sustained and expanded agritourism is a crucial concept and complicated to sustain, there are various way to engage it such as science, economics,

sociology, and policy to give agritourism farmers a more promising and healthy future. To continuously increase the popularity and the development of

agritourism, human power is essential. It is a stimulus of a well-sold service and influences agritourism image. Family and workers would draw a lot of

involvement in servicing people (Manalo, C. Amboy, S. Gamil, R. Geroy, A. & Festijo, B. 2019). According to Barbieri (2013), diversifying on-farm

enterprise portfolios, particularly through agritourism, has been found to enhance farm revenues and address economic challenges faced by family farms.

Consequently, the adoption of agritourism has shown a consistent increase in recent years. Additionally, agritourism is recognized for its potential to

generate environmental and sociocultural benefits.

Agri-tourism has had a presence in the Philippines since the 1990s, although it lacked an institutional definition at the time. The Philippines

Department of Tourism and the United Nations Development Program collaborated in 1991 to develop the Philippine Tourism Master Plan, which aimed

to promote tourism development in an environmentally sustainable manner. Given the country's tropical climate, abundant natural resources, diverse

ecosystems, and rich cultural heritage, the Philippines is well-positioned for agri-tourism ventures (The Rise of Agri-tourism in the Philippines, 2013). In

the Philippines, almost half of the population resides in rural areas that depend on agriculture as their primary source of income; among them are the

indigenous people, landless farmers, and fishermen (Briones et al., 2017). As an archipelagic country, it has diverse natural resources, rich cultural

heritage, abundant agricultural produce, and ideal sceneries. The country could access these resources in agriculture and address relevant issues vis-à-vis

both the agriculture and tourism sectors.

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The Philippines has enacted a national legislative measure, the Republic Act 10816 (R.A.10816), popularly known as the Farm Tourism

Development Act of 2016, which provides an overarching framework for developing and promoting farm tourism activities in the country (Padin, 2016).

According to BIMP-EAGA (2022), more than 200 farms have been accredited by the government agency as farm tourism sites as of 2019. In 2020, the

Department of Tourism conducted a series of webinars that promoted sustainable farm practices and farm tourism. In the same year, it partnered with the

Food and Agriculture Organization (FAO) to make farm tourism sites more sustainable and help the tourism industry make a resilient recovery from the

COVID-19 pandemic.

Da Liang et al. (2020) highlighted the match between farm image and farm experience activities as contributory to positive tourist response in

farm tourism sites. Some current areas of interest in farm tourism have extended to the inclusion of culinary tourism experiences in agri-tourism

destinations (Testa et al., 2019), educational rural farm tourism (Cornelia et al., 2017), recreation on farms (Barbieri et al., 2016), the combined

recreational-educational rural tourism on farms (Petroman et al., 2016) and cultural integration on-farm activities (Prayukvong et al., 2015), among others.

Farm tourism encourages visitors to experience firsthand agricultural life (Mansor et al., 2015) and can be a catalyst for revival or

strengthening rural traditions and culture. In farm tourism sites, tourists may know the differences and dynamics of culture of the locality, even with the

tone or the accent of their dialect. This cultural impact of farm tourism and agritourism on a rural community is considered by Amelia et al. (2017) as the

most important undertaking as it changes the cultural behavior and thinking of culture in contact with another culture.

Farm tourism provides education about the importance and role of agriculture. The majority of the visitors are families with young children,

community organizations and schools that set the significance of farm offerings in educating the public (Tew and Barbieri, 2012). It creates a mutual

learning experience when farmers share their abilities and affirm their role in the community. This notion was supported by Gabor (2016) by citing that

farm tourism represents the business of attracting visitors to farm areas generally for educational and recreational purposes (Gabor, 2016). It encourages

the development of a symbiotic relationship between the farmers and the tourists (Busby and Rendle, 2000). If properly planned and managed, farm

tourism bridges the gap and creates a harmonious relationship between the rural and urban communities.

Montefrio and Sin (2019) noted that agritourism (i.e. farm tourism) in the Philippines is driven by a “complex elite network” of state and

private entities which, along with uneven power dynamics, allows conditions favoring old and new landed elites while keeping marginalized small farmers
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at a distance. Addressing these challenges and attempting to offer possible strategies to overcome them require a country-level discussion that thoroughly

provides an in-depth inquiry and analysis of the sector's current status and performance, along with managerial and policy insights on ways forward.

Accessibility

Destinations should have accessibility. Because it is significant to attract tourists to the destination places. For that it needs some factors like

good road network to reach the destination, affordable traveling cost, adequate information, and documents about the destination, able to reach the

destination without traffic congestion etc. (Samaraweera & Upekshani, 2019). Jeyamugan (2018) identified some factors which affect tourist satisfaction

that directly connect to accessibility such as road networks, rail networks, taxi services, ease of access, uncongested roads etc. There he has concluded that

taxi services are less interactive with accessibility.

Rodrigues (2017) described accessibility as the method of transportation that assists tourists in reaching and navigating their destination.

Arpornpisal (2018) further explained that accessibility encompasses the convenience that enables visitors or travelers to reach their desired places easily,

safely, and comfortably. Tourist sites are responsible for providing a transportation system that includes transportation routes, vehicles, and stations to

facilitate the transportation of people and goods to their destinations. Transportation operators have the objective of transporting individuals and goods to

these destinations.

As stated by Camilleri (2018), states that access in tourism pertains to transportation, which can include modes such as walking trails or

cycling. In order for a destination to be attractive to tourists, there needs to be a means of reaching the country, region, or specific attractions. This doesn't

necessarily imply the requirement for a high-end or extensive transportation system accessible everywhere. However, it does emphasize the importance of

enabling tourists to access their desired destination. As stated by Deepan (2020), attraction is not only necessary as it should be accessible also. A tourist to

get to a destination had to travel and some modes of transportation are necessary. It is a means by which tourists can reach the area where attraction is

located. Transportation is very crucial and if tourist destinations are located in place where no transport can reach, they become of little value.

According to Yadanar (2020), accessibility plays a crucial role as a major tourism infrastructure, particularly in regions with scattered tourism

attractions. It encompasses various elements such as highways, bridges, airports, and transportation services, all of which contribute to facilitating travel.

Easy access to tourist destinations and efficient transportation systems within the destinations are considered essential for the growth of tourism.

Accommodation
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Accommodation is an important part of tourism (Urtasun & Rrez, 2006). According to Deepan (2020), accommodation in the destination

region is the temporary home of the tourists. Tourists need a place to stay and relax (clean, hygienic, and well- maintained accommodation with a

comfortable bed, cleanliness, and sanitary facilities with adequate hot and cold- water supply). It is the biggest and most ubiquitous field of the tourism

industry and accounts for around one third of the overall tourism costs and is an integral part of tourism. As a hotel sector, the idea of lodging has grown as

it provides travel and home living facilities. The accommodation service is a main tourism service that provides visitors a variety of benefits throughout

their stay (Rahovan, 2013). The hospitality sector reflects the development and stability of the nation in several respects, hence, the standard of

accommodation, price and range of food in a destination are an essential aspect of the traveler's experience and image (Banerjee, 2014).

While tourists may enjoy different and varied accommodations, hotels typically provide the most abundance of accommodation in urban areas

(Craggs, 2008). Different types of accommodations are offered ranging from budget, type of tourism, and type of customers. Accommodation providers

are responsible for providing a safe and secure place that is free from dangers. Standards can vary between different providers and by the tourist's financial

situation (Wilson-Mah, 2019). Accommodation services are essential in order to improve tourist satisfaction. In tourism accommodation is considered as

the second home for tourists. Gnanapala (2015) identified that the facilities in the accommodation like room services and maintenance, quality and

standards of bathrooms, night life and entertainments, shopping facilities and recreation facilities positively influence the satisfaction level of travelers.

According to Arpornpisal (2018), tourist accommodation refers to the establishments where visitors choose to stay during their trips. This is

particularly relevant for trips where tourists may require overnight accommodation in attractive locations. To cater to these tourists, it is important to

provide lodging facilities within the tourist attractions themselves. Additionally, Arpornpisal emphasized the importance of ensuring that these lodges are

not situated too far away from the tourist sites, ensuring convenience and easy access for the visitors. Camilleri (2018) highlighted the significance of

accommodation in attracting tourists to a destination. He emphasized the need for tourist destinations to provide a diverse range of accommodation

options, catering to different price ranges and offering various facilities. These accommodations can be broadly categorized as service-based or self-

catering establishments. Service accommodations encompass hotels, bed and breakfasts, and travel inns, while self-catering accommodations include

campsites, caravans, and holiday rentals such as villas and apartments.

Activities
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A tourism activity is an activity incorporating an exploration tour's journey, ecotourism and cultural facets. It is low in effects,

environmentally friendly, good quality and socially acceptable. It also aims at mixing leisure and culture, giving both the visitor and the visited nation

benefits. It shares some similarities with ecotourism and wildlife tourism and contains several sports and adventure tourism. It also covers other types of

educational tours and science and research trips. It can be described as a responsible tourist travel to foreign regions that requires the physical and mental

participation of the tourists, and which follows the values of ecology, biodiversity protection and culture conservation (Yadanar, 2021). According to

Rajraji (2022), there are several activities that attract tourists to a particular holiday destination. A tourist destination may offer a variety of activities to its

visitors. Activities such as sightseeing, swimming, outbound, playing, and taking photographs are just some of these options.

Recreation and education, reverence and reflection, initiative, practice, and constructive participation, along with a local professional

acquaintance, an academically trained tour guide, are crucial considerations (Active Tourism, 2019). Tourism activity provides the demand. Tourism

destinations activity has the most unique aspects, reason, and importance when it comes to travel. This is where people talk about activity as a demand-

generating tourism and how tourists are attracted by the activities (Vjector, 2019).

According to Chamodya and Kamalasena (2020), activities refer to the range of experiences and engagements that tourists can partake in

during their visit to a particular destination, enhancing their overall travel and leisure experience. It is emphasized that these activities should be diverse

and cater to the specific demands and preferences of the tourists. Tourist activities play a significant role in the present tourism landscape, as it goes

beyond mere sightseeing of historical sites, temples, or natural beauty. Tourists now seek opportunities to engage in diverse activities during their travels.

These activities not only provide enjoyment but also create lasting memories for the tourists. (Arpornpisal, 2018)

Attraction

A tourist attraction is a destination that visitors come to, usually due to its inherent or cultural importance, architectural meaning, leisure,

experiences, and entertainment. Attraction's main purpose is to attract the customers which lead them exploring and enjoying different attractions

throughout their vacation. There are four different categories of tourist attractions that travel, and tourism companies utilize. These are purpose-built

attractions, in addition to natural attractions, events, and heritage attractions. Attraction is an important aspect of the travel and tourism sector as it brings

in tourists from around the globe (Stravel, 2018). The uniqueness of a place attracts more visitors. Therefore, if there is a variety of natural and cultural
 11

attractions the tourers will attach to visit that place again and again. Also, the tourist satisfaction increases if the people who live in that destination are

warm welcoming and if there is a variety of food and beverages. (Samaraweera & Upekshani, 2019)

Attractiveness to tourists is one of the competitiveness of a destination that heavily influenced to the assets of destination. The attractiveness

of a tourism destination is determined by the perceptions of visitors regarding its ability to fulfill their needs. When a destination is better equipped to meet

the needs of tourists, it is perceived as highly attractive. As a result, such a destination is more likely to be chosen over competing destinations.

Furthermore, the authors highlight that the most desirable destination attractions are those that are unique, difficult to replicate, and exclusive to a specific

destination or found only in a few destinations (Chamodya M.K. & Kamalasena B.D. 2020). According to Jin, Weber, and Bauer (2012), attractiveness is

assessed by considering a destination's potential to provide tourists with an enjoyable and satisfying experience, ensuring a sense of well-being throughout

their vacation.

Chamodya M.K. & Kamalasena B.D. (2020) explain that attractions serve as the driving force for tourists to choose a specific destination and

contribute to their overall travel experience. Tourist destination attractions encompass a variety of elements such as natural resources, human attractions,

and hospitality, all of which contribute to creating a fulfilling experience for visitors. As per Camiller, (2018), that the primary intention of travelers when

visiting a destination is to explore the offerings and experiences available in that specific location. This includes the opportunities to witness attractions,

engage in activities, and immerse oneself in the unique experiences provided by the destination. Additionally, the presence of human attractions and warm

hospitality further enhance the overall appeal and satisfaction of the traveler's visit.

As stated by Deepan (2020), the lack of attractions cannot pull visitors. It helps people to decide which destination to visit. Attractions play a

vital role in enhancing tourism, as studies indicate that visitors are more inclined to choose destinations that offer adequate services to meet their needs.

The tourism industry is multifaceted and places a strong emphasis on improving infrastructure, facilities, and attractions to attract visitors to different

destinations. (Yadanar, 2020)

Awareness

Tourism Awareness is a condition that describes the active participation of the community in encouraging the realization of a climate

conducive to the growth and development of tourism in a region. It is important as it can increase the participation of the communities in tourism.
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Awareness can also change the community's perceptions about tourism (TravelPedia, 2017). Moreover, previous studies have focused on measuring

awareness and attitudes of residents in areas where tourism is already an important aspect of the local economy (Sihombing et al., 2017).

According to Cardenas et al. (2015), there is a need to explore community awareness of tourism impacts and agreement to sustainable tourism

development as a precursor to developing tourism education and training programs for stakeholders. In addition to maintaining order and comfort of travel,

awareness of the area plays a vital role in preserving natural resources in conservation areas. (Kemenparekraf, 2023)

In the context of tourism, the concept of destination awareness refers to “what someone knows or thinks they know about a destination”

(Konecnik & Gartner, 2007, p. 403). To be successful, a tourist destination must be recognised by its potential visitors. Destination awareness is arguably

one of the dimensions that help build destination brand identity (Tsaur, Yen, & Yan, 2016). It is particularly relevant that potential tourists know the

attractions offered by a destination. In fact, the development of a new resource or attraction may be the trigger, or the driver, of destination awareness

(Vila N.A., 2021). Moreover, as agritourism experiences provide product information and increase awareness of local food, it may nurture visitors’

preference for these products, which justifies higher prices (Campbell, DiPietro, and Remar 2014; Wägeli, Janssen, and Hamm 2016).

Amenities

The amenities act as a motivational factor which make the tourists revisit a place (Jeyamugan, 2018). Amenities include the hygiene and

sanitation factors and infrastructure facilities too. These amenities should be developed in order to develop the tourism industry.

It also includes the hygienic food preparation, cleanliness of destinations, safe drinking water, availability of health services has a positive correlation with

tourist satisfaction. According to Deepan (2020), amenities are those features that are useful or which provide enjoyment, comfort, and convenience. It is

also related to the facilities when the tourism business is slacking, many amenities are provided as a complementary product.

Amenities refer to the provision of convenience for tourists during their travels. It is essential for tourism agencies to ensure that tourist

attractions are equipped with necessary facilities and infrastructure, including electricity, water supply, well-maintained roads, and reliable communication

systems. These amenities are crucial in enhancing the overall experience and satisfaction of tourists visiting a destination. (Arpornpisal, 2018)

Additionally, Chamodya and Kamalasena (2020), emphasized that amenities encompass the fundamental facilities and infrastructure provided for tourists.

These facilities include public utilities, access to electricity, water supply, telecommunication services, restroom facilities, as well as essential services
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such as hospitals, banks, post offices, and emergency services. These amenities are significant in ensuring the comfort, convenience, and well-being of

tourists during their visit to a destination.

Tourism amenities are structures and infrastructure developed to attract visitors. They are characterized as elements that offer beauty,

pleasure, or distinctive experiences specific to a particular location, and serve as the basis for establishing a tourism infrastructure that improves the quality

of life for local residents. These amenities act as a link between recreation, tourism, and the community, as they play a crucial role in attracting visitors to

the area (Yadanar, 2020). Robustin T.P. et.al (2018) stated that amenities are to meet the travel needs of tourists, various facilities are needed, such as

transportation, accommodation facilities, eating and drinking facilities and other supporting facilities. This component cannot be separated from the

infrastructure component, which guarantees the availability of complete facilities.

Affordability

If the mode of travel is cheaper, it receives the maximum number of tourists. (Deepan, 2020). As a member of the CALABARZON Region,

Batangas is home to several tourist attractions and rich Filipino customs. A province's reputation for its cuisine, beaches, and indigenous goods could lead

to career possibilities and support the culture and moral fiber of the Filipino people. Certain tourist locations' social, economic, environmental, cultural

heritage, and artistic aspects are impacted by tourism (Aguda, Tamayo, & Barlan, 2013). It is an industry that is expanding quickly and has risen to the top

of many nations' economic agendas. It's thought that tourism might be utilized as a strategy to address issues like unemployment and the state of poverty in

developing nations.

Through the reduction of poverty and preservation of delicate natural and cultural resources, the Philippine tourism sector has over the years

played a significant role in fostering international understanding as well as serving as a tool for national and economic development. Moreover, Facebook,

Twitter, YouTube, blogs, and websites were the most popular social networking sites utilized by people and the hospitality industry for information

distribution. Social media platforms provided a way to share information more quickly and affordably, particularly for travel-related businesses. (Asa,

A.R., Tjizumaue, B., Campbell, H. & Nautwima, J.P. ,2022). The Philippines' application of agritourism marked up in recent years as it assisted family

farmers in lowering their financial issues and increasing their income. Farmers that engage in agritourism gain financially from it and depend on it. As a

result, it is anticipated that it will grow and be maintained as agritourism grows. Despite being a complex and important idea, agritourism can be explored

from a variety of angles, including science, economics, sociology, and policy, to provide a more promising and healthier future for agritourism producers.
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Human power is necessary for agritourism to continue growing in popularity and development. It affects the perception of agritourism and stimulates a

well-sold service (Etingoff, K. ,2016).

According to Zhou (2022), tourist satisfaction is a significant part of the travel industry administration industry . In an investigation of the

variables impacting fulfillment with homestay facilities, the author also inspected the inclinations of Australian sightseers heading out to the Unified

Realm and tracked down that the travelers' standard customer inclinations, the area of the convenience, the climate of the vacationer's place of home, and

their comprehension of the location impact fulfillment. As per the consumer loyalty framework built by Zhao for the Beijing Economy Lodging, the

client saw the worth of an economy inn is partitioned into three sections, connected with the item, administration, and profound qualities. The author

emphasized and dissected information from a consumer loyalty poll for private convenience, with assessment files for customers connected with the

outside climate, building design, space format, administration offices, administration quality, and the board advantage of a Suzhou provincial private

quarters. Based on the study of Kongbuamai et al.(2020) , Since the regular assets offer types of assistance to human and the travel industry exercises, it

helps in engrossing the emanations, and waste produced from monetary, social, and the travel industry exercises, as well as convey material for

improvement in offices including, transportation, hoteling, cafés, and the travel industry objections . Overconsumption and extraction of natural resources

may lead to environmental degradation as a result of overexploitation. The simultaneous equation modeling (SEM) framework is novel because it uses a

single equation framework to define the roles of tourism and natural resources in energy use, CO2 emissions, and economic growth. The connection

between monetary development and normal assets is equivocal, as the author investigated that nations with an overflow of regular assets lessen the

financial speed of development. However, countries with weak institutions may suffer from a natural resource curse; however, countries with sufficient

high-quality institutions can use their natural resources to accelerate sustainable development.

According to Cai et.al (2019) , the existence of information enables the travel industry with full-scene, multi-transient, and high-recurrence

attributes. However, technological innovation continues to shape the tourism market and improves the competitiveness of tourism organizations and

destinations. Furthermore, data innovation is changing the construction of the travel industry by adjusting boundaries to section, expanding cost

straightforwardness and contest, reforming circulation channels, streamlining costs, and expanding efficiency. He added that technological advancements

not only have the potential to improve the overall efficiency of the tourism industry and the tourism experience for tourists, but they also have the potential
 15

to promote the transformation of the regional tourism development mode and inject new vitality and impetus into the tourism industry's development.

Human capital pertains to an individual's intrinsic values that have been acquired over time through investments that make the individual more productive.

Human capital refers to the education, skills, and knowledge that individuals bring to the workplace. “To put in the Filipino workers context, human

capital is the set of professional attributes they earned that is revealed through academic preparation, specialty training, skills and expertise, professional

experience, determination, and perseverance”. This theory suggests that the more an individual invests in local destination ( Buted, D. R., Ylagan, A. P.,

Mendoza, E.,2014).

Considering all this literature, agritourism embodies a harmonious integration of the 7A's of tourism—accessibility, accommodation,

activities, attraction, awareness, amenities and affordability. The diverse landscapes, agricultural activities, and cultural experiences offered in agritourism

destinations serve as compelling attractions, drawing visitors to explore the rural charm and unique offerings. Engaging activities, from farm tours to

hands-on experiences, contribute to memorable and immersive encounters for tourists. Accessibility is often enhanced by the proximity of agritourism

sites to urban areas, making them easily reachable for a broad audience. The provision of amenities and accommodations further enriches the visitor

experience. Awareness on agritourism experiences provides travelers with a genuine connection to local culture, fostering a deeper understanding of

agricultural practices and traditions. Finally, the affordability of agritourism experiences often makes them an appealing option for a wide range of

tourists. As a multifaceted phenomenon, agritourism exemplifies a holistic approach to tourism, aligning with and enhancing each of the 7A's to create a

rich and rewarding travel experience.

Research Literature

Galdkey, A. (2021) assessed the cultural tourism potential of Khmelnitskyi region of Ukraine as tourism product development basis where the

main awareness, attraction, accessibility, accommodation, activities, amenities, affordability of Khmelnitsky region cultural tourism development are

substantiated. To better understand the tourism potential and to provide characteristics of cultural resources in the Khmelnitsky region the SWOT analysis

of cultural heritage tourism industry in the Khmelnitsky region is proposed. The main features of cultural tourism product design and development as well

as the main mechanisms for its promotion on national and international market are disclosed.

On the other hand, Bughao, J. Marano, A. & Mitra M. (2018) studied the potentiality of Taal, Batangas as an Agritourism Destination where

the results revealed that the potential of Taal, Batangas is high. The study was determined by utilizing descriptive method for research that intends to
 16

determine the tourism support given in the municipality and tourism establishments. Based on the study, the respondents’ assessment on the potentiality of

Taal, Batangas as an agritourism destination was strongly agreed on. The researchers proposed an action plan to help develop the potentiality of Taal.

Batangas as an agritourism destination such as conduct programs that can maintain the potentials of the site as an agritourism destination, providing

enough information about Agritourism, programs that can maintain its unique natural beauty, the use of advertisements to promote agritourism, programs

that ensure the good quality of goods offered in Agritourism destination, and the hiring of well-trained employees to improve and enhance the quality of

services.

The researchers, Bruce, J., Garcia, H., Punzalan, P.& Ramos, C. (2021) conducted a study to know the potentiality of Laurel, Batangas as a

Tourist Destination through assessing its profile in terms of age, sex, civil status, educational attainment, and type of respondents. In assessing the

Potentiality of Laurel, Batangas as a tourist destination, the respondents assessed that Laurel, Batangas has potential in terms of accessibility,

accommodation, activities, and amenities. There was no significant difference between civil status in terms of attraction and amenities, type of respondents

in terms of accessibility, accommodation, attraction, and amenities, accommodation, and amenities. Based on the recommendations of the researchers, the

researchers want to encourage the people and government of Laurel, Batangas to have a tourism policy that shall help organize the rules and regulations to

preserve the natural attraction of the place. The proposed inputs for the tourism development plan will be utilized to develop and promote the Laurel,

Batangas, and should be conducted to have a deeper analysis of the status of Laurel, Batangas to be considered as a tourist destination. The objective of the

study is to promote the natural beauty of Laurel, Batangas as a Tourist Destination.

In the study of the researchers conducted the study entitled “Assessment on the Potentiality of Jaybanga Rice Terraces as Tourist Spot in

Lobo, Batangas” to assess its demographic profile in terms of age, sex, civil status, educational attainment and its variables in tems of accessibility,

accommodation, attraction, activities, and amenities. The objective of the study is for the researcher to conduct a study to know the potentiality of

Jaybanga Rice Terraces as a tourist spot and how to promote it. In assessing the potentiality of Jaybanga Rice Terraces as tourist spot, the respondents

assessed that Barangay Jaybanga has a potential in terms of accessibility, accommodation, attraction, activities, and amenities. The compared responses of

the visitors of Jaybanga Rice Terraces when it comes to accommodation and accessibility has significant difference in terms of age. There was also a

significant difference to attraction in terms of educational attainment. And there was no significant difference in any variables in terms of sex and civil

status.
 17

In the study of Manalo, C. et.al (2019) entitled “Benefits of Agritourism in Batangas Province”, it discusses how agritourism contributes to

the development of the province. Specifically, it determines the benefits of agritourism in Batangas Province in terms of economic, environmental and

social aspect; and proposed an action plan to promote agritourism as an effective and beneficial to the community. The researchers have conducted the

study to see how agritourism contributes to the development of communities in terms of establishments of retail stores, providing transportation service to

tourists and job opportunity for social community. Also, to identify the effect of agritourism to the natural environment and the economy of the whole

province and the farm itself. The result showed that agritourism in Batangas Province has contributed positive impact in terms of economic, environmental

and social aspect. Agritourism farms such as Milea Bee Farm, Sunchamp Agritourism Farm, Villela’s Farm, Kahariam Farm, All Season Nature Farm and

Chad’s Nature Farm agreed that they have good management and implemented policy to sustain a positive impact that will benefit the most.

Recio, B. De Ade, K. Esguerra, C. Mandanas, S. Masangkay, J. Mendania, J. & Apritado, J. (2014) studied the status and prospects of Agri-

Tourism in selected municipalities of the 4th District of Batangas in which the researchers have conducted the study to see how the agri-tourism benefits

the community in terms of their economy and environmental aspects. This study has provided more awareness to the community about Agri-tourism in the

place. In addition, this research educates people to be more vigilant enough on giving importance on the Agri-tourism we have in Batangas. Results

showed that the three major agri-tourism farms in the fourth district of Batangas were Vilela’s Farm, British Farm and Moca Farm. Agri-tourism in

Batangas has socio-economic effects to the residents of the fourth district of Batangas. Agri-tourism has no environmental effect as assessed by the

residents of Batangas.

Chupungco, A. Foronda, C. & Guiaya, S. (2014) conducted a study about boosting agricultural mechanization in irrigated rice-based farms in

selected barangays in Ibaan, Batangas as an assessment for needs and design wherein it involves a needs assessment of the six Agrarian Reform

Beneficiaries Organizations (ARBOs) and their immediate communities, and a design assessment of the proposed partial mechanization of farming

operations in irrigated rice-based farms in selected barangays in Ibaan, Batangas. The main objective is to improve palay production, farming efficiency,

and the income of farmers in the 180 ha of irrigated areas managed by six farmers associations in the six barangays in the Municipality of Ibaan, Batangas,

through the provision of hand tractors for land preparation, threshers, and one Elf Truck drop side for easy transfer of the machineries to the different

barangays. Findings revealed that boosting agricultural mechanization in the study area, by providing four hand tractors, three mechanical threshers and

one elf truck drop side together with the BDS provider to manage the entire project for three years, is very much acceptable to all the ARBOs.
 18

Moreover, Ammirato, S., & Felicetti, A. M. (2013) focuses on knowing the potential of agritourism in revitalizing rural communities: Some

empirical results that discusses the modern patterns of rural development propose a rational and respectful exploitation of agricultural resources together

with the rediscovery of historical and naturalistic heritage as means to reach sustainable development. In this sense, Agritourism represents the contact

point between the tourists’ request of wellbeing, genuineness and rediscovery of nature, and the offer of typical agricultural products and touristic services

of a network of rural organizations. The aim of this study is to improve our understanding of how agritourism activities can contribute to revitalize rural

communities; the study assumes particular importance in a period of economic crisis characterized by the failure of the traditional patterns of rural

development. We present key findings of an explorative survey carried out in the Calabria region, Italy, during 2012 on a sample of 52 farms offering

agritourism activities. The study deploys an original methodology aimed to highlight the extent of the agritourism phenomena in the selected region and to

evaluate how agritourism can support sustainable development of a rural community becoming the hub of an “agritourism rural network”.

Whitt, C., Low, S. A., & Van Sandt, A. (2019) shares their study which direct on how agritourism allows farms to diversify and has potential

benefits for rural communities which elaborate that Agritourism helps U.S. farmers and ranchers generate revenue from recreational or educational

activities, such as tours of a working farm or “pick-your-own fruits and vegetables” programs. Beginning and small and mid-size farms are increasingly

exploring agritourism as a strategy to remain competitive. Agritourism also has the potential to help revitalize rural economies, educate the public about

agriculture, and preserve agricultural heritage. In addition, community-focused farms may find agritourism an attractive option because it provides more

labor opportunities for local residents. Although many factors affect an operator’s decision to adopt agritourism, ERS researchers identified farm and

regional characteristics associated with higher agritourism revenue. Being located near natural amenities or in close proximity to other outdoor activities

had a statistically significant positive impact on agritourism economic activity.

The research done by Obeidat, B. (2022) assessed the agritourism potential in a Jordanian village based on farmer-specific and location-based

factors that tackles how rural towns worldwide are undertaking tourism programs to diversify and revitalize their economies. Despite its natural, cultural,

and historical tourist potential, Jordan is not a top agritourism destination. This research examines the possibilities for agritourism in an agricultural village

in Jordan that has not yet embraced it. The research investigates what motivates or discourages village farmers from engaging in agritourism and the

geographical aspects of this expected agritourism venue. This study reveals that improving demand for local products, promoting cultural interchange and

experience possibilities, and enhancing the region’s image, are vital to agritourism’s success. The variance analysis found no statistically significant
 19

association between participants’ economic, social, and environmental perspectives of agritourism depending on gender, education level, or farm

ownership. Despite the farmers’ eagerness, the town has no agritourism initiative yet. Therefore, the government should offer aid to the local community

to promote tourism.

In their study, Wang et al. (2021) focused into the assessment of the agritourism destination awareness by examining challenges prevalent in

the agritourism sector in the United States. They concluded that awareness in the regional disparities in access, attributed to factors like zoning regulations,

land use conflicts, and infrastructural limitations, has a significant role in hindering the effective evaluation and development of agritourism destinations.

These findings emphasized the importance of awareness wherein not only identifying locations for agritourism but also addressing local awareness,

regulatory and infrastructural impediments to enhance the sector's growth and economic in any region.

The study conducted by Yamagishi et al. (2021) investigated the assessment of agritourism destination awareness in the Philippines. The

findings of the study revealed that Philippines has a potential for agritourism development, given its rich agricultural resources and a variety of cultural

attractions. The study emphasized the awareness in challenges faced by the region, including the need for better awareness and marketing strategies.

Furthermore, the study provided information into an assessment in awareness for promoting agritourism in Philippines, such as improved infrastructure,

marketing, and capacity-building efforts, which can help to enhances its agritourism potential while assessing the awareness and challenges that the region

faces.

Moreover, the study by Jorge- Acain (2021) focused on assessing the potentiality of Hermosa, Bataan, Philippines as an agritourism

destination awareness by examining the status and prospects of agricultural communities. Findings from the study indicated that the area has significant

potential for agritourism awareness for the development, as it enhances the different agricultural activities, including crop farming and livestock

production, with rich natural resources and picturesque landscapes. The study concluded that with proper awareness, planning, investment, and

development in the town of Hermosa, could become a thriving agritourism destination, capitalizing on its unique agricultural heritage to attract tourists

seeking authentic rural experiences and awareness of economic growth within the community. This research emphasized the importance of awareness and

strategic planning and investment in agritourism development in Hermosa, Bataan, Philippines.

Furthermore, Claro (2018) study on the potentiality of San Luis, Batangas as an agritourism business destination in the Philippines which is

identified as a rich agricultural landscape and traditional farming practices, which, when combined with its natural beauty and proximity to urban centers,
 20

offered a compelling foundation for agritourism development. Through surveys and interviews the study also emphasized the community's positive

attitude towards awareness in agritourism, reflecting a high level of local support. The findings of the study suggested that San Luis, Batangas, with the

right awareness and investments, it could contribute significantly to the economic growth and sustainability of the region while promoting the preservation

of its cultural and agricultural heritage. Assessments of the awareness of this nature provide important insights in aiming to harness the agritourism

potential of Batangas, ultimately contributing to its development as a thriving agritourism destination in the Philippines.

For the most part, this study and the study conducted by Galdkey, A. (2021) shares the same variables namely awareness, attraction,

accessibility, accommodation, activities, amenities, affordability that is used to determine the potentiality of Ibaan, Batangas as an agritourism destination.

On the other hand, Bruce, J., Garcia, H., Punzalan, P.& Ramos, C. (2021) study assessed the respondents’ profile in terms of age, sex, civil status,

educational attainment, and type of respondents that will help the researchers provide a linkage on 7A’s. Hence, with the help of Bughao, J. Marano, A. &

Mitra M. (2018) who studied and provide strategies for a potential agritourism destination; the researchers may be able to provide the concept of assessing

the potentiality of Ibaan, Batangas as an Agritourism Destination as a whole.

Theoretical Framework

This framework provides an overview of the development of a tourist destination. It presents the variables necessary in knowing the potential

of a destination. According to the study of Galdkey, A. (2021) entitled “Cultural tourism potential of Khmelnitskyi region of Ukraine as tourism product

development basis”, the researcher explained that these 7A’s of tourism are the components in order to analyze tourism potential and destinations should

meet all seven essential requirements namely:

Awareness. Awareness is a term commonly used in consumer behavior literature. This is referred to as the brand or product that first comes to

mind measured by the unaided recall. Wilson’s (1981) study confirmed that the higher a product is in the consumer’s mind, the higher the purchase

intention and the higher the last reported purchase of the brand. According to Woodside and Wilson (1985) the higher the position of a product in the

consumer’s mind, the higher the product preference. Countries, cities, and destinations, from a general perspective, face new important challenges. They

seek on a daily basis their competitive advantages; thus place branding and place brand management are key to their success. Competitive territories are

those that succeed in creating knowledge and facilitating learning, publicly discriminating their differences and their distinctive competencies.
 21

Attraction. A tourist attraction is a place of interest that tourists visit, typically for its inherent or exhibited cultural value, historical

significance, natural or created beauty, offering leisure or amusement opportunities. Places of natural beauty such as beaches, tropical island resorts,

national parks, mountains, deserts, and forests, are examples of traditional tourist attractions that people may visit. Cultural tourist attractions can include

historical places, monuments, ancient temples, zoos, aquaria, museums and art galleries, botanical gardens, buildings and structures (such as forts, castles,

libraries, former prisons, skyscrapers, bridges), theme parks and carnivals, living history museums, public art (sculptures, statues, murals), signs, ethnic

enclave communities, historic trains, and cultural events.

Accessibility. Transport is needed to physically move tourists from their home to the tourist destination. Globally, air transport dominates the

movement of international visitors. In Ukraine roads and private motor vehicles serve as significant forms of access. Good roads and a well-developed bus

service are necessary for those tourists who are unable to travel on their own transport. Train connections also playing a significant role in tourist

transportation in Ukraine and pretty developed as a way of transportation for tourists.

Accommodation. This seems obvious but all destinations need accommodation nearby, otherwise, tourists will have nowhere to sleep. A

variety of accommodation options will positively affect the destination because people are more likely to choose a destination where they have

alternatives.

Activities. Attractions are often supported by a range of activities. For example, a beach attraction may have such a range of activities as

windsurfing, sailing, paddle boarding, and surfboarding.

Amenities. Amenities are the services that are required to meet the needs of tourists while they are away from home. They include public

toilets, signboards, grocery stores, retail shopping stores, restaurants and cafes, information centers, telecommunications, and emergency services.

Affordability. Last but not least is the seventh “A” which stands for affordability and is crucial for attracting tourists to the destination.

Tourists should be able to afford the trip in terms of transport costs, accommodation charges, entrance fees at attractions and the number of days, which

need to be spent on travel and stay; i. e. they should be able to afford the holiday in terms of time and money.

Conceptual Framework

The conceptual framework shows the workflow followed by the researchers for the completion of the study. The conceptual paradigm shows

the input, process, and the output of the study.

 22

INPUT PROCESS OUTPUT

Profile of the respondents  Conducting and distribution of Developed a proposed plan for Ibaan,
 age survey questionnaire Batangas as an Agritourism
 sex  Gathering and analyzing data destination.
 civil status
 Interpretation of collected data.
 educational attainment
 monthly income
 type of respondents

Assessment on the potentiality of

Ibaan, Batangas as agri-tourism
destination in terms of:
 accessibility
 accommodation
 activities
 attraction
 awareness
 amenities
 affordability

Figure No. 1
Conceptual Paradigm
Assessment on the Potentiality of Ibaan, Batangas as Agri-Tourism Destination

The conceptual framework for this study is the IPO Model, generally referred to as the Input, Process, and Output Model. The model consists

of three distinct sections. First, the input area, which will evaluate the respondents' profiles, including the information about their age, sex, civil status,

educational attainment, monthly income, and type of respondents. It additionally will determine the respondents' opinions on the positive aspects of the

location, which is the attraction as well as accessibility, accommodation, activities, attraction, awareness, amenities, and affordability.
 23

The process part of the second box will discuss how the researchers will gather and examine the data. In this regard, survey questionnaires

will be used to collect data, and statistical methods will be applied to analyze the data that will be collected.

And lastly the third box, which will indicate the study's output, and will comprise the assessment of Ibaan, Batangas's potential as an agri-

tourism destination and as well as the respondents' profiles. Additionally, the researchers will develop a proposed action plan that will state some

recommendations for how Ibaan, Batangas, should be developed as an agritourism destination.

Definition of Terms

For a better understanding of the study, the following definitions were conceptually and operationally defined.

Accessibility. The method of transportation that assists tourists in reaching and navigating their destination (Rodrigues, 2017). In this study,

it refers to the ability to arrive at a location in a specific amount of time for travel.

Accommodation. In tourism, the term tourist accommodation is defined in different way, such as accommodation, hotel, lodging, etc. the

term accommodation was derived from Latin phrase ‘accommodate’ meaning fitting something to another (Ali, 2015). In this study, it refers to a

temporary establishment where tourists can stay or visit.

Activities. The range of experiences and engagements that tourists can partake in during their visit to a particular destination, enhancing their

overall travel and leisure experience (Chamodya and Kamalasena, 2020). In this study, it refers to the things that give pleasure, excitement, and physical

engagement to the tourists within a tourist attraction.

Affordability. The ability to manage or to bear the cost of, without serious loss or detriment (Wall, 2016). In this study, it is the state of a

tourism product in low cost for the tourist to buy.

Agritourism. Agritourism is a form of commercial enterprise that links agricultural production and/or processing with tourism to attract

visitors onto a farm, ranch, or other agricultural business for the purposes of entertaining or educating the visitors while generating income for the farm,

ranch, or business owner (National Agricultural Law Center). In this study, agritourism refers to the engagement of tourists to the activities and attractions

that uplifts agricultural businesses.

 24

Amenities. It refers to features or characteristics offered to customers, buyers, or tenants to increase the property’s value or a hotel or a

residence. The attribute or trait provided by the property owners results in pleasure, satisfaction, and luxury (Vermont, 2021). In this study, amenities refer

to the things tourists experience in addition to the main things they received.

Attraction. It serves as the driving force for tourists to choose a specific destination and contribute to their overall travel experience

(Chamodya and Kamalasena, 2020). In this study, it refers to the place where tourists visit for pleasure, to do sightseeing, perform activities, etc.

Awareness. It is the state or ability to perceive, to feel, or to be conscious of events, objects, or sensory patterns (Gafoor, 2012). In this study,

it refers to the brand or product that first comes to mind measured by the unaided recall.

Potentiality. The sum of the natural, anthropogenic, and material resources and conditions necessary for a destination management (Alexova,

2020). In this study, it refers to the qualities of a tourist attraction that attracts and engage people to its oozing beauty.
 Chapter III

RESEARCH METHODOLOGY

Research Design

This research aimed to assess the potentiality of Ibaan, Batangas as an agri-tourism destination. Agri-tourism has emerged as a promising

sector, offering opportunities for economic growth and sustainable development. Through descriptive research design, this study gathered data to provide

an in-depth understanding of Ibaan's agricultural resources, tourism infrastructure, and community support systems. The findings serve as a foundation for

local stakeholders to make informed decisions regarding the development and promotion of Ibaan as an agri-tourism destination.

Descriptive research design utilized to comprehensively evaluate the potential of Ibaan, Batangas as an agri-tourism destination. Descriptive

research involves observing, describing, and documenting the characteristics of a phenomenon, in this case, the agricultural and tourism resources of

Ibaan. This design is appropriate as it allows researchers to collect and analyze data to obtain a clear and detailed picture of the current state of Ibaan's

agri-tourism potential. It also allows the researchers to accurately describe, analyze the characteristics, behaviors, and relationship of the variables, and

also gather information directly from participants, which provides valuable insights into variables being studied.

Respondents of the Study

The main respondents of the study were mainly the locals of Ibaan, Batangas, the tourists and the LGU’s specifically in the Tourism and

Agricultural Department. They are selected and considered as participants besides that they are locals, based also on their accessibility and experience

ensuring that they understand the nature of their involvement. The researchers distributed the questionnaire to three hundred seventy-six (376) respondents

out of the residents, the LGUs, and the tourists who visited Ibaan. The respondents were determined using raosoft which indicates the sample size with a

confidence level of 90% and a 5.81% margin of error. The respondents participated through answering the survey questionnaire that is conducted by the

researchers through a survey questionnaire, which is to produce quantitative descriptions of certain population characteristics in the sample.

Data Gathering Instrument

The main instrument utilized in the study to gather pertinent data is survey questionnaire, interview, and personal observation of the

researchers. Respectively, a questionnaire is a tool or device for securing answers to a set of questionnaires made by the researchers themselves. It is a

systematic compilation of questions that is submitted which is composed of the desired information.
 26

The researchers made use of a self-constructed questionnaire in the main instrument gathering data. The researchers looked into different

books, unpublished thesis, magazines, and related journals which helped them in their basis in the construction of the self-made questionnaire.

The questionnaire contained two parts; the first part is about the profile of the respondents in terms of age, sex, educational attainment, and

civil status. The second part consists of the factors in the potentiality of Ibaan, Batangas as an agritourism destination in terms of attraction, accessibility,

accommodation, activities, amenities, awareness and affordability. The data gathered from the dry run were subjected to a reliability test resulting in a

reliability coefficient or Cronbach alpha of .949, which means that the questionnaire is reliable.

Table 1. Reliability.

Variable Number of Items Cronbach’s Alpha

Accessibility 10 .949

Accommodation 10 .949

Activities 10 .949

Attraction 10 .949

Awareness 10 .949

Amenities 10 .949

Affordability 10 .949

The scoring and interpretation used for the questionnaire is presented in Table 1.

Table 2. Scoring and interpretation for Assessment on the Potentiality of Ibaan, Batangas as an Agritourism Destination

Response Scale Verbal Response Mean Score Interpretation

4 Strongly Agree 3.50 – 4.00 Excellent

3 Agree 2.50 – 3.49 Very Satisfactory

2 Disagree 1.50 – 2.49 Satisfactory

1 Strongly Disagree 1.00 – 1.49 Poor

Data Gathering Procedure

In order to obtain the statistical data, the researchers used descriptive statistics from instrumentation and data collection. The data for this

research was collected using a survey questionnaire. The survey was created using suitable questions modified from the related research and individual

questions formed by the researchers. The proponents come up with a survey questionnaire in which a letter to respondents was indicated assuring them

that their answer was treated with utmost confidentiality and was used for research purposes only, then the survey questions is a group according to their

profile such as age, sex, civil status, and educational attainment. With the help of the locals and LGU’s of Ibaan, Batangas, the researchers asked to

conduct the dry run for twenty (30) respondents, the answered questionnaires were tallied, the results were given to the statistician to analyze. The dry run
 27

got a reliability test as a result of the study. For the actual survey, the researchers are given three hundred seventy-six (376) respondents to answer their

survey questionnaire. The questionnaires are given to the local residents and LGU’s of Ibaan, Batangas to make sure the information is legit and credible.

The proponents were able to retrieve the questionnaires 100 percent respectively. And lastly, the proponents presented an accurate and brief descriptive

coefficient that summarizes the given set of data needed in the study.

Statistical Treatment of Data

The researcher utilized a different statistical approach to address the study's questions. The information was gathered, tabulated, using

descriptive statistics, the following statistical techniques were used.

Frequency and Percentage. This was used to determine the profile of the respondents in terms of age, sex, civil status, educational

attainment, monthly income and type of respondents.

Weighted Mean. This is used to determine the level of potentiality of Ibaan, Batangas as an agritourism destination.

One-way Analysis of Variance (ANOVA). It is used to resolve whether there are any statistically significant differences between the means

of three or more independent unrelated groups. This was used to determine age, sex, civil status, and educational attainment.

Ethical Considerations

In conducting this study, the researcher has been very careful and sensitive in the answers of the respondent in the survey questionnaire. The

researcher accepted the decision of the respondents and did not coerce their answer and the question that were intrusive in nature. The principle of veracity

- principle of truth telling, and it is grounded in respect for persons and the concept of autonomy. The researcher also avoided violating respondents’

confidentiality and changing the data presentation and interpretation. In conducting this study, the researchers should respect the autonomy, decision-

making and dignity of participants. The researcher should minimize the risks (physically, psychologically, and socially) and maximize the benefits to

research participants. The researchers must select participants from whom the research may benefit. The principle of veracity was observed in such

instances such as telling the truth regarding the purpose of the study and its benefit not only for the researcher but most importantly for the informants.

Participants have a right to decline to participate and to withdraw from the research once it has started, as well as the anticipated consequences of doing so.

The researcher must discuss the limits of confidentiality. Give participants information about how their data will be used, what will be done with case
 28

materials, photos and audio and video recordings, and secure their consent. Most importantly is that before the interview begins the researcher should

inform the participants of the purpose of the study, expected durations and procedures.
 Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

1. Profile of the Respondents

The profile of the customers of the donut stores in Lipa City were described in this study in terms of age, sex, civil status, educational

attainment, monthly income, and types of respondents. Results are presented herein.

1.1 Age.

Table 3 presents a demographic breakdown of respondents based on age, providing insights into the distribution of participants in the study.

Table 3. Distribution of respondents by age.

Age Frequency Percent

18-35 years old 160 42.6

36-55 years old 143 38.0

56 years old and above 73 19.4

Total 376 100

Among the respondents, the majority, constituting 42.6%, fall within the age range of 18 to 35 years old. This demographic segment

represents a substantial portion of the study population, indicating a significant level of engagement or interest among younger individuals in the

assessment of Ibaan, Batangas as an agritourism destination. The next age bracket, encompassing individuals aged 36 to 55 years old, comprises 38.0% of

the respondents, reflecting a considerable presence of middle-aged participants in the study. Finally, respondents aged 56 years and above make up 19.4%

of the total, indicating a relatively smaller but noteworthy representation of older individuals contributing to the study. In summary, the distribution across

age groups signifies a diverse and inclusive sample, providing a comprehensive perspective on the potentiality assessment of Ibaan, Batangas as an

agritourism destination across different age demographics.

The demographic breakdown of respondents in the study of Ibaan, Batangas as an agritourism destination, focusing on age, aligns with key

considerations highlighted in relevant studies. Bhatta et al. (2020) emphasize the potential of agritourism in developing countries for poverty alleviation,

income generation, and heritage preservation, aligning with the idea that engagement across different age groups in agritourism can contribute to the local

economy. The study on the status and prospects of agri-tourism in Batangas indicates minimal environmental impact and significant economic benefits,

suggesting diverse age groups' potential contribution to the local economy. The positive effects of agritourism on the rural environment and its potential

for future development, as discussed by Popescu et al. (2023), resonate with the diverse age demographics in the study, indicating long-term positive
 30

impacts. Insights from studies emphasizing the significance of agritourism for the tourism and hospitality industry in Ibaan, Batangas, align with the

demographic breakdown, signifying potential comprehensive development across different age groups. Overall, the inclusive age demographics in the

study suggest the potential for a holistic perspective and development of agritourism in the region.

1.2 Sex.

Table 4 outlines the distribution of respondents based on gender, offering insights into the composition of the study's participant

demographics.

Table 4. Distribution of respondents by sex.

Sex Frequency Percent

Male 151 40.2

Female 225 59.8

Total 376 100

Among the surveyed individuals, females constitute a significant majority, accounting for 59.8% of the total respondents. This suggests a

higher level of participation and interest in the assessment of Ibaan, Batangas as an agritourism destination among female respondents. On the other hand,

males represent 40.2% of the total respondents, indicating a comparatively smaller but still noteworthy presence in the study. The balanced inclusion of

both male and female participants enhances the diversity of perspectives contributing to the evaluation of Ibaan's potential as an agritourism destination.

Overall, the gender distribution in the sample reflects a concerted effort to gather insights from a broad spectrum of individuals, ensuring a more

comprehensive and representative analysis of the potentiality assessment.

This distribution aligns with existing studies that emphasize gender dynamics in agritourism and its potential implications. Bhatta et al.'s

(2020) study on quantitative studies in agritourism underscores the potential of agritourism in developing countries for poverty alleviation and income

generation, considering gender dynamics as a factor influencing agritourism demand. The study suggests that women's higher likelihood of participation

can positively impact the local economy. Popescu et al.'s (2023) research on the impact of agritourism in rural areas, particularly in Bukovina, Romania,

emphasizes the gender dimension, stating that women's participation can contribute to the local economy and foster opportunities for empowerment and

gender equality. The study on the status and prospects of agri-tourism in Batangas supports the idea that both male and female participation in agritourism

activities can contribute to local economic development, aligning with the gender distribution observed in the Ibaan study (Research and Statistics Center,

2014). Additionally, "Agri Tourism Batangas" by Recio et al. (2014) highlights the accessibility of agritourism farms in Batangas, emphasizing

sustainability and the local economy, suggesting that both genders' involvement in agritourism activities can contribute to local economic development,
 31

mirroring the gender distribution found in Ibaan. In summary, the observed gender distribution in Ibaan, Batangas, is consistent with patterns identified in

related studies, indicating that both males and females play significant roles in contributing to the development of the agritourism sector.

1.3 Civil Status.

Table 5 presents an overview of the civil status distribution among the study participants, shedding light on the relationship status of

individuals involved in the assessment of Ibaan, Batangas as an agritourism destination.

Table 5. Distribution of respondents by civil status.

Civil Status Frequency Percent

Single 160 42.6

Married 174 46.3

Separated 25 6.6

Widow/Widower 17 4.5

Total 376 100

The largest proportion of respondents, constituting 42.6%, falls into the category of "Single." This indicates a substantial representation of

unmarried individuals in the study, showcasing the perspectives of those who may be more independent in their travel and leisure choices. Following

closely, the "Married" category accounts for 46.3% of the respondents, representing a significant portion of participants whose marital status may

influence their preferences and considerations when evaluating the potentiality of Ibaan as an agritourism destination. A smaller but noteworthy segment

comprises respondents who are "Separated," constituting 6.6% of the total. This group may bring unique perspectives influenced by their distinct life

experiences and considerations. The "Widow/Widower" category represents 4.5% of the respondents, reflecting individuals who may approach

agritourism assessments with a different set of considerations, potentially influenced by personal experiences and preferences. In summary, the diverse

distribution of civil status among the participants ensures a well-rounded representation of perspectives, considering the varied life stages and

circumstances of individuals engaged in evaluating Ibaan, Batangas as an agritourism destination.

The study's results, illustrating the distribution of respondents based on civil status, hold implications that resonate with various literature,

studies, and articles related to agritourism. As Recio et al. (2014) underscores the importance of comprehending various driving factors, particularly

focusing on the preferences and considerations of unmarried individuals. This aligns with the study's substantial representation of unmarried individuals,

suggesting their perspectives may play a pivotal role in influencing the development of eco-friendly agritourism in Batangas. On the other hand, the

Research and Statistics Center (2014) delves into the status and prospects of agri-tourism in specific municipalities of the 4th district of Batangas. The

study highlights the benefits of agri-tourism for the local economy and its minimal environmental impact. Notably, it suggests that participants' civil status
 32

may shape their perspectives on agri-tourism, contributing to a comprehensive evaluation of agritourism destinations by considering diverse viewpoints.

Meanwhile, the findings of Bhatta & Ohe (2020) align with the Ibaan study's diverse distribution of civil status among participants, ensuring a thorough

and representative analysis of the potentiality assessment of Ibaan, Batangas, as an agritourism destination. The collective findings contribute valuable

insights into the multifaceted nature of agritourism and its potential impact on local economies and environmental sustainability. In summary, the

implications of the civil status distribution among participants in the study of Ibaan, Batangas, as an agritourism destination aligns with the potential

positive impact of agritourism on local economies, environmental sustainability, and the diverse perspectives of unmarried, married, separated, and

widowed individuals, as highlighted in the provided studies. The civil status of participants may influence their perspectives on agritourism, contributing

to a well-rounded representation of views in the evaluation of agritourism destinations.

1.4 Educational Attainment.

Table 6 provides a comprehensive breakdown of respondents' educational attainment, offering insights into the academic backgrounds of

individuals participating in the assessment of Ibaan, Batangas as an agritourism destination.

Table 6. Distribution of respondents by educational attainment.

Educational Attainment Frequency Percent

Elementary Graduate 45 12.0

Highschool Graduate 130 34.6

Vocational Education 27 7.2

College Undergraduate 45 12.0

College Graduate 127 33.8

Post Graduate 2 .5

Total 376 100

The majority of respondents have completed their education at the "Highschool Graduate" level, constituting 34.6% of the total sample. This

suggests that a significant portion of participants possess at least a basic secondary education, which could contribute diverse perspectives and insights into

the evaluation process. Following closely, "College Graduate" individuals represent 33.8% of the respondents, showcasing a substantial presence of

individuals with higher educational qualifications. This group is likely to bring a more advanced analytical and critical thinking approach to the

assessment, potentially contributing to a nuanced understanding of Ibaan's potential as an agritourism destination. "Elementary Graduate" respondents

make up 12.0% of the sample, while "College Undergraduate" individuals also contribute 12.0%. These groups represent participants with varying levels

of educational attainment, enriching the diversity of perspectives within the study. The "Vocational Education" category, with a representation of 7.2%,

indicates the inclusion of individuals with specialized skills and training, potentially offering unique insights into the practical aspects of agritourism. A
 33

smaller but notable presence of "Post Graduate" respondents at 0.5% further diversifies the educational spectrum, suggesting the inclusion of individuals

with advanced academic qualifications, possibly contributing a more specialized and in-depth understanding of the agritourism assessment. In conclusion,

the educational attainment distribution among participants underscores the study's inclusivity, ensuring a broad range of perspectives that encompass

various levels of academic achievement and expertise.

The educational attainment distribution among participants in the study of Ibaan, Batangas, as an agritourism destination, aligns with findings

from relevant studies. "Assessing The Agritourism Potential For Rural Tourism Essay" (UK Essays, 2015) emphasizes the importance of understanding

participants' educational backgrounds, suggesting that higher educational qualifications, mirrored by the significant presence of college graduates in Ibaan,

correlate with increased engagement in agritourism activities. Similarly, "The Potential of Agritourism in Revitalizing Rural Communities: Some

Empirical Results" (Ammirato & Felicetti, 2013) highlights the impact of educational backgrounds on perspectives, indicating that individuals with higher

qualifications, like the prevalent college graduates in Ibaan, contribute advanced analytical approaches to assessing agritourism destinations, potentially

influencing sector advancement. "Agritourism: structured literature review and bibliometric analysis" stresses the role of educational backgrounds in

influencing perspectives, suggesting that those with higher qualifications, akin to Ibaan's college graduates, contribute to the development of agritourism

destinations (Rauniyar et al., 2020). Popescu et al. (2023) also underscore the importance of specialized skills, such as vocational education, which is

similar to Ibaan, in offering unique insights into practical aspects of agritourism, emphasizing the significance of diverse expertise in the field. Overall, the

educational diversity in Ibaan contributes to a comprehensive understanding of agritourism, influencing preferences, considerations, and insights in the

evaluation of agritourism destinations.

1.5 Monthly Income.

Table 7 presents a breakdown of respondents' monthly income, providing valuable insights into the economic diversity among individuals

participating in the assessment of Ibaan, Batangas as an agritourism destination.

Table 7. Distribution of respondents by monthly income.

Monthly Income Frequency Percent

Less than Php 12,000 267 71.0

Php 12,001 – Php 22,000 61 16.2

Php 22,001 – Php 32,000 34 9.0

Php 32,001 – Php 42,000 12 3.2

Php 42,001 and above 2 .5

Total 376 100

 34

The majority of respondents, constituting 71.0%, fall into the "Less than Php 12,000.00" income bracket. This sizable proportion indicates a

substantial presence of individuals with relatively lower monthly incomes, suggesting that a significant portion of the study participants may approach

agritourism assessments with considerations influenced by their economic circumstances. The "Php 12,001.00 – Php 22,000.00" income range, accounting

for 16.2% of respondents, represents a moderate-income level. This group contributes to the economic diversity within the study, reflecting the

perspectives of individuals with slightly higher disposable incomes. The "Php 22,001.00 – Php 32,000.00" and "Php 32,001.00 – Php 42,000.00" income

categories, with percentages of 9.0% and 3.2% respectively, encompass respondents with higher monthly earnings. These groups may approach

agritourism assessments with a potentially greater capacity for discretionary spending, influencing their expectations and evaluations. A smaller but

noteworthy presence in the "Php 42,001.00 and above" income category, representing 0.5% of respondents, suggests the inclusion of individuals with

relatively higher affluence. This group may bring a distinct perspective to the assessment, potentially focusing on premium experiences or services within

the agritourism destination. In conclusion, the distribution of monthly income among participants underscores the economic diversity of the study sample.

This diversity enriches the assessment by incorporating varied perspectives shaped by participants' financial capacities and priorities. The study aims to

capture a comprehensive understanding of how individuals from different income brackets perceive the potentiality of Ibaan, Batangas as an agritourism

destination.

The distribution of respondents based on monthly income in the study of Ibaan, Batangas, as an agritourism destination, holds implications

resonating with several relevant studies. Bhatta & Ohe (2020) underscores the potential of agritourism for poverty alleviation and income generation,

aligning with the presence of individuals with lower monthly incomes in the study. This suggests that agritourism can offer opportunities for those with

lower incomes to engage in tourism and contribute to the local economy. Popescu et al. (2023) also emphasize the influence of economic background on

preferences and considerations in agritourism activities. Individuals with higher monthly earnings, found in specific income categories, may approach

agritourism assessments with greater discretionary spending capacity, influencing expectations and evaluations. "Assessing The Agritourism Potential For

Rural Tourism Essay" (UK Essays, 2015) discusses the economic background's impact on preferences and considerations in agritourism, suggesting that

those with lower incomes may approach such activities influenced by their economic circumstances, aligning with the presence of individuals with lower

monthly incomes in the study. Ammirato & Felicetti (2013) highlight the potential of agritourism to revitalize rural communities by providing income-

generating opportunities for those with lower incomes, aligning with the substantial presence of individuals with relatively lower monthly incomes in the
 35

study. In summary, the income diversity in Ibaan contributes to a comprehensive understanding of agritourism, influencing preferences, considerations,

and insights, showcasing its potential positive impact on local economies and environmental sustainability.

1.6 Type of Respondents.

Table 4 illustrates the distribution of respondents based on their classification as Local Residents, Local Government Unit (LGU)

representatives, and Tourists in the study of Ibaan, Batangas as an agritourism destination.

Table 8. Distribution of respondents by type of respondents.

Type of Respondents Frequency Percent

Local Resident 320 85.1

Local Government Unit 3 .8

Tourists 53 14.1

Total 376 100

The majority of respondents, comprising 85.1%, are identified as Local Residents, indicating a substantial representation of individuals from

the local community. This suggests that the study is primarily focused on gathering insights and perspectives from those residing in the immediate vicinity

of the agritourism destination. LGU representatives constitute a minimal percentage, accounting for only 0.8% of the total respondents, indicating a

limited involvement of local government officials in the survey. Tourists make up 14.1% of the respondents, representing visitors who are likely

experiencing or have experienced the agritourism offerings in Ibaan. This distribution provides a well-rounded perspective, considering the views of both

local residents and tourists, contributing to a comprehensive understanding of the perceptions and experiences related to agritourism in the region.

The outcome of the study, portraying the distribution of respondents categorized as Local Residents, Local Government Unit (LGU)

representatives, and Tourists in the evaluation of Ibaan, Batangas as an agritourism destination, holds significant implications in the context of various

relevant literature, studies, and articles. Research and Statistics Center (2014) delves into the status and prospects of agri-tourism in specific

municipalities, emphasizing the role of local residents and tourists in providing insights into the benefits of agritourism for the local economy and its

environmental impact. This aligns with the study's distribution of respondents and signifies the comprehensive understanding contributed by both local

perspectives and those of visitors. Manalo et al. (2019) explore eco-friendly agritourism, underscoring the importance of incorporating the perspectives of

local residents and tourists in agritourism development. The involvement of both groups enriches the assessment, ensuring a holistic understanding of

agritourism potential. Similarly, Popescu et al. (2023) accentuate the need to consider local residents, LGU representatives, and tourists in agritourism

development. The diversified perspectives contribute to a comprehensive understanding of perceptions and experiences related to agritourism in the
 36

region. In summary, the distribution of respondents in the study aligns with the positive impact of agritourism on local economies, environmental

sustainability, and diverse stakeholder perspectives, as highlighted in the referenced studies. The involvement of local residents, LGU representatives, and

tourists enriches the assessment, fostering a comprehensive understanding of the potentiality of agritourism in Ibaan, Batangas.

2. Assessment on the Potentiality of Ibaan, Batangas as an Agritourism Destination in terms of 7A’s of Tourism

2.1 Accessibility.

Table 9 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of accessibility.

Table 9. Assessment on the potentiality in terms of accessibility.

Accessibility Mean Standard Deviation Interpretation

1. The ease of access to the destination positively impacts tourists' interest in 3.39 .541 Agree
visiting.

2. The farms have an adequate parking area. 3.22 .592 Agree

3. Tourists can easily avail in any rental services of vehicles in the area. 3.27 .593 Agree

4. Transportation is very convenient and safe. 3.37 .585 Agree

5. The roads going to the farms are in good condition and well-managed. 3.18 .665 Agree

6. The destination has accessible local roads. 3.29 .551 Agree

7. The destination has accessible transport services for disabled people. 3.19 .598 Agree

8. Roads in Ibaan are wide and well-constructed. 3.15 .646 Agree

9. The farms have convenient opening hours. 3.18 .590 Agree

10. The tourists have access to the field area. 3.24 .565 Agree

Composite Mean 3.25 .437 Agree

Based on the table above, it is shown that the respondents had a high level of expectation on accessibility as “Ease of Access” received the

highest mean score of 3.39. This explains in the context of agritourism, convenient roads facilitate easy access for tourists to reach farms, vineyards, and

other agricultural destinations. This is followed by “Convenient and Safe” with a mean of 3.19 and “Accessible Local Roads” with a mean of 3.29. By

investing in road safety measures, such as proper signage, well-maintained infrastructure, and speed limits, regions engaged in agritourism can provide a

secure environment for visitors while also promoting the sustainable growth of local economies. Moreover, “Availability of Rental Services” have a mean

of 3.27 which provides convenience to the tourists while “Access to the Field” with a mean of 3.24 which individuals can reach and navigate through a

field. “Adequate Parking Area” also has a high rank with a mean of 3.22 shows that parking areas are necessary in an agritourism destination. “Accessible

Transport for Disabled” and “Convenient Opening Hours” has a mean of 3.19 and 3.18 together with “Roads in Good Condition and Well-Managed”.

Lastly, “Wide and Well-Constructed Roads” received a mean of 3.15 wherein well-maintained and properly marked roads not only enhance the overall

visitor experience but also contribute to the economic success of local farmers and businesses.
 37

The findings can relate to the literature gathered by Jeyamugan (2018) where some factors are identified which affect tourist satisfaction that

directly connect to accessibility such as road networks, rail networks, taxi services, ease of access, uncongested roads etc. There he has concluded that taxi

services are less interactive with accessibility. Rodrigues (2017) described accessibility as the method of transportation that assists tourists in reaching and

navigating their destination and supports some of the questions such as “Availability of Rental Services” and “Convenient Opening Hours”. Arpornpisal

(2018) further explained that accessibility encompasses the convenience that enables visitors or travelers to reach their desired places easily, safely, and

comfortably. Tourist sites are responsible for providing a transportation system that includes transportation routes, vehicles, and stations to facilitate the

transportation of people and goods to their destinations. Transportation operators have the objective of transporting individuals and goods to these

destinations which covers and supports the questions above. In summary, accessibility is the extent to which facilities, services, and information are

designed to accommodate individuals of diverse abilities. In the context of the built environment, it involves creating spaces and structures that can be

easily navigated by people with disabilities.

2.2 Accommodation.

Table 10 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of accommodation.

Table 10. Assessment on the potentiality in terms of accommodation.

Accommodation Mean Standard Deviation Interpretation

1. Ibaan, Batangas has hotels and resorts to stay in. 3.31 .576 Agree

2. The accommodations can cater from couples, families, and big groups. 3.32 .571 Agree

3. Accommodations are adequate for tourists. 3.26 .560 Agree

4. Accommodations are safe and in good condition. 3.31 .557 Agree

5. The accommodation is equipped with television, phone, and internet 3.26 .589 Agree
connection.

6. The accommodations are at reasonable prices. 3.19 .540 Agree

7. The accommodations have visually appealing physical facilities. 3.23 .517 Agree

8. The facilities show hygiene and cleanliness. 3.29 .521 Agree

9. The facilities provide facilities and equipment for 3.20 .576 Agree
disabled.

10. The accommodation offers food and drink for purchase. 3.29 .549 Agree

Composite Mean 3.26 .460 Agree

To expound the findings on the table above, the respondents are all agree when it comes to accommodation as they are well-aware of the

different kinds of accommodation offered. The question that has the highest mean of 3.32 is that it can “Cater from Couples, Families, and Big Groups”

which is very necessary when choosing an accommodation. Next is the “Hotels and Resorts to Stay in” with a mean of 3.31 same with “Safe and in Good
 38

Condition” which are both crucial for a positive travel experience. “Hygiene and Cleanliness” and “Offers Food or Drink for Purchase” also have the same

mean of 3.29 while “Adequate for Tourists” and “Equipped with Television, Phone and Internet Connection” have a mean of 3.26. Cleanliness is

foundational for health and safety, reputation management, and overall guest satisfaction. On the other hand, entertainment adds an extra layer of

enjoyment, making the stay more pleasant and contributing to the competitiveness of the accommodation in the hospitality industry. Moreover, “Visually

Appealing Physical Facilities” have a mean of 3.23 and the lowest mean of 3.20 belong to “Facilities and Equipment for Disabled”, the lack of adequate

equipment for people with disabilities in accommodations can be attributed to various factors.

The literature of Rahovan (2023) supports “Hygiene and Cleanliness”, “Hotels and Resorts to Stay in”, and “Adequate for Tourists” where

tourists need a place to stay and relax (clean, hygienic, and well- maintained accommodation with a comfortable bed, cleanliness, and sanitary facilities

with adequate hot and cold- water supply). It is the biggest and most ubiquitous field of the tourism industry and accounts for around one third of the

overall tourism costs and is an integral part of tourism. As a hotel sector, the idea of lodging has grown as it provides travel and home living facilities. The

accommodation service is a main tourism service that provides visitors with a variety of benefits throughout their stay. “Safe and in Good Condition”

follows up on Wilson-Mah (2019) statement where accommodation providers are responsible for providing a safe and secure place that is free from

dangers. Standards can vary between different providers and by the tourist's financial situation. Accommodation services are essential in order to improve

tourist satisfaction. In tourism accommodation is considered as the second home for tourists. The positive mean, especially the descriptors “Cater from

Couples, Families, and Big Groups”, Offers Food or Drink for Purchase”, and Equipped with Television, Phone and Internet Connection” supports

Gnanapala (2015) that the facilities in the accommodation like room services and maintenance, quality and standards of bathrooms, night life and

entertainments, shopping facilities and recreation facilities positively influence the satisfaction level of travelers. In summary, accommodation is a critical

aspect of the hospitality industry, encompassing a diverse range of lodgings such as hotels, resorts, motels, hostels, and vacation rentals. The quality of

accommodation significantly influences the overall travel experience for individuals. Key considerations in selecting accommodations include cleanliness,

safety, accessibility, and the availability of amenities such as entertainment options.

2.3 Activities.

Table 11 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of activities.

Table 11. Assessment on the potentiality in terms of activities.

Activities Mean Standard Deviation Interpretation

 39

1. Tourists can take a swim and make campfires. 3.18 .586 Agree

2. Tourists have an opportunity to pick their own fruits/vegetables. 3.02 .699 Agree

3. Tourists can go to picnics and paint in various spots around the area. 3.04 .667 Agree

4. Visitors can experience gardening/farming spots in the area. 3.07 .664 Agree

5. The visitors can ride a bike around the area. 3.19 .554 Agree

6. The visitors can tour and roam around in the area. 3.26 .554 Agree

7. The visitors can experience feeding the animals within the area. 3.04 .643 Agree

8. The visitors can play indoor and outdoor games in hotel and farm 3.15 .584 Agree
accommodations like board games, volleyball, etc.

9. The visitors can go to seminars and workshops around the area. 3.18 .526 Agree

10. The visitors can spend time with locals in the community to learn about their 3.24 .523 Agree
way of living and traditions.

Composite Mean 3.14 .467 Agree

For the interpretation of the findings above, engaging activities encourage longer stays by providing tourists with a variety of things to do.

This not only benefits the local economy but also allows visitors to explore the destination more thoroughly. “Tour and Roam Around” has the highest

mean of 3.26 means tourists are more likely to spend their time touring and roaming to appreciate the natural surroundings. Followed by “Spend time with

locals” with a mean of 3.24 and “Ride a bike” with a mean of 3.19 as learning the local’s culture are one of the reasons why people travel. Tourists can

take a swim and make campfires with a mean of 3.18 together with “Seminars and Workshops”. The questions that have the lowest mean are “Picnics and

Painting Spots”, “Animal Feeding”, “Gardening” and “Pick & Pay” which means the farms in Ibaan, Batangas should add more activities that is aligned

with the agritourism offerings and goals.

Whitt, C., Low, S. A., & Van Sandt, A. (2019) shares their study which direct on how agritourism allows farms to diversify and has potential

benefits for rural communities which elaborate that Agritourism helps U.S. farmers and ranchers generate revenue from recreational or educational

activities, such as tours of a working farm or “pick-your-own fruits and vegetables” programs. Moreover, it also covers other types of educational tours

and science and research trips. It can be described as a responsible tourist travel to foreign regions that requires the physical and mental participation of the

tourists, and which follows the values of ecology, biodiversity protection and culture conservation (Yadanar, 2021). According to Rajraji (2022), there are

several activities that attract tourists to a particular holiday destination. A tourist destination may offer a variety of activities to its visitors. Activities such

as sightseeing, swimming, outbound, playing, and taking photographs are just some of these options.

2.4 Attraction.

Table 12 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of attraction.
 40

Table 12. Assessment on the potentiality in terms of attraction.

Attraction Mean Standard Deviation Interpretation

1. The natural landscapes have an aesthetic appeal. 3.27 .549 Agree

2. The scenery of the farms is of good quality. 3.32 .568 Agree

3. The farm offers views of grasslands and crops. 3.24 .587 Agree

4. The farm offers views of greenery and nature trails. 3.26 .577 Agree

5. The visitors visit the farm to meditate and relax while admiring the scenery 3.31 .550 Agree
from the green fields.

6. The visitors claim that the aesthetic property of the farm improves their 3.29 .562 Agree
mental health.

7. The beautiful scenery of fields and farms makes the visitor feel like they are at 3.32 .570 Agree
home.

8. The farm has an aesthetically pleasing mosaic of fields growing different 3.22 .575 Agree
crops.

9. The destination’s nature evoked awe and respect from the visitors. 3.30 .529 Agree

10. Visitors find the overlooking view of the farm very captivating and true to 3.32 .533 Agree
culture.

Composite Mean 3.29 .468 Agree

The assessment of the respondents in relation to potentiality in terms of Attraction were all measured as Agree with a composite mean of

3.29. This emphasizes that the respondents perceived the attractions to have a positive potential and consistent agreement towards drawing interest and

attention to the potentiality of attraction.

As shown in Table 12, the results indicate the visitors' perceptions of the scenic farms. The highest-rated aspect is the quality of the scenery,

with a mean of 3.32 which signifies that visitors find the scenery of the farms to be of a good quality along with the visitors find the overlooking view of

the farm to be very captivating and true to culture, with a mean of 3.32 indicating that it has appeal of the farm's landscape to visitors. In addition to the

highest, it indicates that the beautiful scenery of fields and farms has a significant impact on visitors' experience with the mean score for this aspect of

3.32, this emphasizing the visitors feeling a sense of familiarity and comfort when surrounded by the picturesque landscapes of fields and farms. On the

other hand, the lowest-rated aspect is the aesthetically pleasing mosaic of fields growing different crops, with a mean of 3.22 while still receiving a

positive interpretation for this aspect which may have slightly lower satisfaction compared to the other results. Furthermore, the outcome is that the

visitors visit the farm to meditate and relax while admiring the scenery from the green fields, which has a mean of 3.31 and this suggests that the farm

provides a peaceful and serene environment for visitors. Moreover, the destination's nature evokes awe and respect from the visitors, with a mean of 3.30

which signifies that the natural landscapes of the farm leave a lasting impression on visitors. Meanwhile, visitors claimed that the aesthetic property of the

farm improves their mental health, with a mean of 3.29 indicating that the farm's aesthetics have a positive impact on visitors' well-being.
 41

Likewise, it implies that the visitors' perceptions of the natural landscapes in the farm which the natural landscapes have an aesthetic appeal,

with a mean of 3.27, leads visitors to find the natural beauty of the farm to be visually pleasing. Additionally, the farm offers views of greenery and nature

trails, with a mean of 3.26 which indicates that visitors appreciate the opportunity to explore the farm's natural surroundings and enjoy the nature trails.

And with regards to the farm offering views of grasslands and crops, with a mean of 3.24, this suggests that visitors find the agricultural landscape of the

farm to be visually appealing.

As the results of the study on attraction in Ibaan, Batangas, correlating with the literature, it implies that the loyalty of agritourists towards

attractions and destinations explores the motivations that drive agritourists to visit and engage with agritourism attractions, shedding light on the

potentiality of these attractions in attracting and retaining visitors. Najib, M. et al. (2020). In addition, according to Valencia, J. et al. (2022), this

determined the relationship between visitor’s motivation and their preferred activities providing insights into the potentiality of different activities and

sceneries attracting and satisfying visitors in the context of agritourism.

2.5 Awareness.

Table 13 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of awareness.

Table 13. Assessment on the potentiality in terms of awareness.

Awareness Mean Standard Deviation Interpretation

1. I am aware of the various types of activities and experiences that can be 3.23 .554 Agree
offered to tourists in an agritourism destination.

2. I recognize the role of agri-tourism in preserving and promoting local culture 3.32 .567 Agree
and traditions.

3. I am knowledgeable about the potential challenges and risks associated with 3.28 .591 Agree
the establishment of agri-tourism projects.

4. I understand the importance of utilizing technology for marketing and 3.39 .556 Agree
promoting agri-tourism destinations.

5. I comprehend the potential of agri-tourism to stimulate the local economy and 3.32 .571 Agree
generate employment opportunities.

6. I am knowledgeable about agri-tourism practices that facilitate community 3.27 .590 Agree
engagement and social interaction.

7. I am aware of the local agri-tourism destinations and attractions available in 3.29 .597 Agree
Ibaan, Batangas.

8. I recognize the significance of agri-tourism in fostering cross-cultural 3.25 .518 Agree

exchange and understanding.

9. I understand the potential for agri-tourism to create a positive impact on the 3.35 .555 Agree
livelihoods of local residents.

10. I understand the potential challenges and benefits of incorporating agri- 3.36 .563 Agree
tourism into the overall tourism
 42

offerings of Ibaan, Batangas.

Composite Mean 3.30 .467 Agree

2.6 Amenities.

Table 14 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of amenities.

Table 14. Assessment on the potentiality in terms of amenities.

Amenities Mean Standard Deviation Interpretation

1. Usage of signboards direct visitors’ to points of interest and give them a sense 3.36 .549 Agree
of the place.

2. Well-maintained restroom facilities improve visitors' overall experience in the 3.31 .529 Agree
destination.

3. The offering of mini stores and farm shops allow visitors to have better 3.30 .541 Agree
connection with the rural community.

4. The availability of cashless transactions, such as ATM or automated teller 3.27 .625 Agree
machines and GCash provide convenience to the visitors.

5. The presence of visitor centers and help desks, offering useful information and 3.29 .562 Agree
assistance, enriches tourists' overall experience and contentment.

6. Visitors highly appreciate access to Wi-Fi during their stay, as it enables them 3.29 .590 Agree
to share experiences and stay connected with loved ones.

7. The quality and diversity of food options contribute to tourists' contentment 3.32 .507 Agree
with the destination.

8. The offering of tour guides and interpretive services will contribute to an 3.27 .545 Agree
improvement in the tourists' learning and satisfaction with agricultural activities.

9. The availability of essential services, such as hospitals and emergency 3.30 .556 Agree
services, contributes to ensuring the safety and wellbeing of visitors.

10. Tourists believe that the infrastructure and services in destinations contribute 3.32 .527 Agree
positively to their overall experience and satisfaction.

Composite Mean 3.31 .440 Agree

In interpreting these findings, it is evident that respondents attribute the highest importance to the "Usage of Signboards," which received the

highest mean score of 3.36. This underscores the significance of well-placed signboards directing visitors to points of interest and providing them with a

sense of the place in enhancing the overall agritourism experience. Following closely are the aspects of "Quality and Diversity of Food Options,"

"Infrastructure and Services in Destinations," and "Tourists' Belief in Positive Contribution of Infrastructure and Services," all with a mean score of 3.32.

These elements play a crucial role in influencing tourists' satisfaction, emphasizing the value placed on both culinary offerings and the broader

infrastructure and services within the agritourism destination. Continuing down the scale, "Well-maintained Restroom Facilities" holds a mean score of

3.31, indicating its importance in contributing to visitors' overall experience. The "Availability of Essential Services" and "Mini Stores and Farm Shops"
 43

share a mean score of 3.30, highlighting their role in connecting visitors with the rural community. "Visitor Centers and Help Desks" and "Access to Wi-

Fi" both received a mean score of 3.29, emphasizing the significance of providing useful information and assistance, as well as internet connectivity for

tourists during their stay. Slightly lower on the scale are "Cashless Transactions (ATM/GCash)" and "Tour Guides and Interpretive Services," each with a

mean score of 3.27. This nuanced ranking of amenities provides valuable insights for stakeholders aiming to enhance the agritourism experience in the

region.

The results of the study on amenities in Ibaan, Batangas, align with relevant literature, emphasizing the crucial role of amenities in

influencing tourist satisfaction and revisitation. The positive mean scores, especially for descriptors like "Quality and Diversity of Food Options," support

Jeyamugan's (2018) notion that amenities act as motivational factors for tourist return. Deepan's (2020) emphasis on the correlation between cleanliness,

hygienic food preparation, and tourist satisfaction is validated by positive perceptions of well-maintained restroom facilities and diverse food options.

Arpornpisal (2018) and Chamodya and Kamalasena (2020) argue for the importance of amenities in providing convenience for tourists, with positive

interpretations aligning with descriptors related to accessibility, restroom facilities, and essential services. Yadanar's (2020) perspective on tourism

amenities serving as a link between recreation, tourism, and the community is supported by positive mean scores for various amenities. Lastly, Robustin

T.P. et al.'s (2018) emphasis on amenities meeting the travel needs of tourists, including transportation and accommodation, aligns with positive

perceptions of accessibility and well-maintained restroom facilities. To summarize, the study's findings imply that the existing amenities in Ibaan

contribute positively to tourist satisfaction, aligning with the literature's assertions on the importance of well-developed amenities for a thriving tourism

industry.

2.7 Affordability.

Table 15 shows the assessment on potentiality of Ibaan, Batangas as an agritourism destination in terms of affordability.

Table 15. Assessment on the potentiality in terms of affordability.

Affordability Mean Standard Deviation Interpretation

1. The vehicles used to go to the farms are very affordable. 3.11 .627 Agree

2. The accommodation located near the farm is cheap. 3.01 .674 Agree

3. The farm does not collect entrance fees aside from the attraction and activity 3.04 .704 Agree
fees.

4. The tourists and visitors are satisfied with what they pay. 3.19 .575 Agree

5. Selling prices of the farm’s value-added product are enticing to all visitors. 3.20 .553 Agree

6. The farms offer promo prices every time they celebrate anniversaries and 3.23 .580 Agree
holidays.
 44

7. Additional fees for recreational activities and attractions such as animal 3.15 .631 Agree
feeding are reasonable.

8. Foods and drinks inside the farm are fairly priced. 3.13 .594 Agree

9. The farm provides an appropriate and affordable price range based on the 3.20 .557 Agree
quality level that they offer.

10. Value-added products like salad and honey jam are more affordable inside 3.16 .599 Agree
the farm as compared to the market.

Composite Mean 3.14 .483 Agree

The results of the affordability assessment at agritourism farms in Ibaan, Batangas, reveal a generally positive perception among respondents.

The highest mean, 3.23, is attributed to the agreement that offering promotional prices during celebrations positively influences respondents' views on

affordability. This indicates that promotional strategies during special occasions are effective in attracting visitors. Additionally, the means of 3.20 for both

an appropriate and affordable price range and enticing prices for value-added products suggest that visitors find the overall cost of services and additional

products reasonable concerning their quality, contributing to a positive perception of value for money. The mean of 3.19 reflects that tourists and visitors

are generally satisfied with what they pay, underscoring the importance of meeting expectations in ensuring overall contentment. Furthermore, the

affordability aspect extends to value-added products, as indicated by the mean of 3.16 for products like salad and honey jam being perceived as more

affordable inside the farm compared to the market. While the means for no entrance fees (aside from attraction and activity fees) and the affordability of

accommodation are slightly lower at 3.04 and 3.01, respectively, respondents still generally agree that these factors positively influence their overall

perception of affordability. The composite mean of 3.14 reinforces the conclusion that affordability, encompassing various facets of the visitor experience,

plays a crucial role in shaping positive perceptions and satisfaction with agritourism in Ibaan.

The assessment of the affordability variable in Ibaan, Batangas, based on various studies, aligns with key considerations in agritourism and

tourism development. Galdkey's (2021) study emphasizes that competitive pricing enhances the overall attractiveness of agritourism destinations.

Similarly, Bughao et al. (2018) highlight the importance of affordability in determining the potential of agritourism in Taal, Batangas. The study on

Jaybanga Rice Terraces underscores affordability's importance, especially regarding accessibility and accommodation. Manalo et al.'s (2019) research

emphasizes the positive impact of agritourism on economic, environmental, and social aspects, indirectly reflecting the influence of affordability on visitor

engagement. Recio et al.'s (2014) study indirectly touch on affordability, highlighting the positive socio-economic effects of agritourism. Chupungco et

al.'s 92014) investigation on agricultural mechanization underscores the importance of enhancing practices, indirectly contributing to regional

development. Ammirato and Felicetti's (2013) and Whitt et al.'s (2019) studies stress agritourism's role in revitalizing rural communities, with affordability
 45

as a critical aspect. Obeidat's (2022) assessment of a Jordanian village underscores the importance of improving demand for local products and promoting

cultural exchange, aligning with factors contributing to affordability and overall success. In summary, positive assessments of affordability in Ibaan

highlight its pivotal role in shaping the region's perceived potential as an agritourism destination, drawing insights from diverse studies on tourism

development.

3. Differences on the Assessment on the Potentiality of Ibaan, Batangas as an Agritourism Destination

3.1 Age.

Table 16 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to age.

Table 16. Differences in 7A’s when grouped according to Age.

Variable F-value p-value Decision on Ho Interpretation

Accessibility .133 .875 Failed to Reject Not Significant

Accommodation 2.402 .092 Failed to Reject Not Significant

Activities 1.206 .301 Failed to Reject Not Significant

Attraction 1.119 .328 Failed to Reject Not Significant

Awareness 2.785 .063 Failed to Reject Not Significant

Amenities .219 .804 Failed to Reject Not Significant

Affordability .758 .470 Failed to Reject Not Significant

In all cases, the decision to fail to reject the null hypothesis (Ho) indicates that there is no significant difference in the assessment of

respondents based on their age for the mentioned aspects. The p-values, which are all greater than the typical significance level of 0.05, support this

conclusion. Therefore, the study does not find statistically significant differences in the assessments of respondents across different age groups regarding

accessibility, accommodation, activities, attraction, awareness, amenities, and affordability.

The outcomes of the hypothesis testing, which examined variations in assessments among respondents categorized by age across dimensions

of agritourism, including accessibility, accommodation, activities, attraction, awareness, amenities, and affordability, have significant implications aligned

with pertinent literature and studies. Arroyo et al. (2012) highlights the necessity of understanding diverse stakeholder viewpoints, emphasizing that

inadequate comprehension among groups can lead to inconsistencies in defining agritourism. The findings, indicating no substantial age-based differences

in assessments, underscore the significance of considering diverse stakeholder perspectives in effective agritourism development. Meanwhile, Bhatta &

Ohe (2020) accentuate agritourism's potential for poverty alleviation, aligning with results suggesting inclusive opportunities across income levels.

Obeidat (2020) underscores the importance of understanding diverse stakeholder perspectives in developing agritourism destinations, supporting a holistic
 46

understanding of perceptions and experiences. In summary, the results affirm the crucial need to consider diverse stakeholder perspectives, including those

of local residents and tourists, in the development of agritourism destinations for a comprehensive understanding of its potentiality in the region.

3.2 Sex.

Table 17 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to sex.

Table 17. Differences in 7A’s when grouped according to Sex.

Variable F-value p-value Decision on Ho Interpretation

Accessibility .623 .430 Failed to Reject Not Significant

Accommodation .179 .672 Failed to Reject Not Significant

Activities .002 .964 Failed to Reject Not Significant

Attraction 1.844 .175 Failed to Reject Not Significant

Awareness 7.704 .006 Reject Significant

Amenities .925 .337 Failed to Reject Not Significant

Affordability .935 .334 Failed to Reject Not Significant

The presented results across various dimensions of the study provide insights into these differences. In terms of accessibility, accommodation,

activities, attraction, amenities, and affordability, the F-values and p-values indicate no significant disparities in assessments based on sex. The decisions

on Ho are to fail to reject, signifying that the observed results are not statistically significant in these dimensions. However, the dimension of awareness

presents a distinct pattern. The F-value of 7.704 and a p-value of 0.006 reveal a statistically significant difference in assessments based on sex. The

decision on Ho is to reject, suggesting that there is a meaningful distinction in the assessment of awareness between male and female respondents. In

summary, the study generally finds no significant differences in the assessments based on sex across most dimensions. Yet, the dimension of awareness

stands out as an exception, indicating a statistically significant difference between male and female respondents.

The results of hypothesis testing on differences in assessments among respondents based on their gender yield implications in line with

various studies. "Gender and motivation for agri-tourism entrepreneurship" (McGehee et al., 2007) indicates women's potentially higher motivation in

agri-tourism entrepreneurship, aligning with the hypothesis result showing no significant gender differences except in "Awareness." The study suggests

gender may influence awareness assessment in agritourism. On the other hand, "Gender Perspective on Tourism's Influence on the Local Community" by

Calvet et al. (2022) emphasizes gender's role in shaping perceptions of tourism impacts, supporting the hypothesis result that underscore considering

gender perspectives in agritourism development. "Female farmers in the United States" as discussed by Schmidt et al. (2021) notes distinct practices

among female farmers, contrasting with the hypothesis result implying gender may not significantly impact various agritourism aspects. Overall, the
 47

findings underscore the importance of gender considerations in agritourism development, suggesting potential nuances in assessing awareness based on

gender and emphasizing inclusivity in destination planning.

3.3 Civil Status.

Table 18 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to civil status.

Table 18. Differences in 7A’s when grouped according to Sex.

Variable F-value p-value Decision on Ho Interpretation

Accessibility 2.317 .075 Failed to Reject Not Significant

Accommodation 2.476 .061 Failed to Reject Not Significant

Activities 1.814 .144 Failed to Reject Not Significant

Attraction 4.034 .008 Reject Significant

Awareness .857 .464 Failed to Reject Not Significant

Amenities 1.136 .334 Failed to Reject Not Significant

Affordability 1.644 .179 Failed to Reject Not Significant

3.4 Educational Attainment.

Table 19 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to educational attainment.

Table 19. Differences in 7A’s when grouped according to Educational Attainment.

Variable F-value p-value Decision on Ho Interpretation

Accessibility 1.463 .201 Failed to Reject Not Significant

Accommodation .671 .645 Failed to Reject Not Significant

Activities 1.001 .417 Failed to Reject Not Significant

Attraction 3.338 .006 Reject Significant

Awareness 1.643 .148 Failed to Reject Not Significant

Amenities 1.444 .208 Failed to Reject Not Significant

Affordability 1.863 .100 Failed to Reject Not Significant

3.5 Monthly Income.

Table 20 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to monthly income.

Table 20. Differences in 7A’s when grouped according to Monthly Income.

Variable F-value p-value Decision on Ho Interpretation

Accessibility .985 .416 Failed to Reject Not Significant

Accommodation 2.637 .034 Reject Significant

 48

Activities 1.156 .330 Failed to Reject Not Significant

Attraction .783 .537 Failed to Reject Not Significant

Awareness .599 .663 Failed to Reject Not Significant

Amenities .953 .434 Failed to Reject Not Significant

Affordability 3.588 .007 Reject Significant

As presented in Table 20, there is significant difference on the assessment of potentiality in terms of accommodation and affordability when

grouped according to monthly income as indicated by p-value of 0.34 and .007, which is less than .05 level of significance. From the demographic results

on the study of Calinao, R.J et.al (2019), it could be interpreted that females are in charge of booking accommodations for their travel. They tend to be

very sensitive to details whenever someone purchases a product or service. Aside from that, they have this nature of planning and putting things in order,

so they tend to be observant of factors affecting their decisions. When searching accommodation online, females set price as their top priority which puts

Airbnb at an advantage, for it offers a lower price than traditional lodging businesses. This provides evidence that satisfaction of guests towards the price

is connected to their sex.

However, with a p-value of .416, .330, .537, .663, .434 which is greater than .05, there is no significant difference on the assessment of

potentiality in terms of accessibility, activities, attraction, awareness, and amenities when grouped according to monthly income. It can support the high-

income tourist to visit the tourist attraction in each of the communities which attract the benefit from the infrastructure developed in the project (Eastern

Economic Corridor Office of Thailand, 2018A)

3.6 Type of Respondents.

Table 21 shows the differences on the assessment on the potentiality of Ibaan, Batangas as an agritourism destination specifically 7A’s when

grouped according to type of respondents.

Table 21. Differences in 7A’s when grouped according to Type of Respondents.

Variable F-value p-value Decision on Ho Interpretation

Accessibility 21.046 .000 Reject Significant

Accommodation 26.096 .000 Reject Significant

Activities 14.857 .000 Reject Significant

Attraction 26.171 .000 Reject Significant

Awareness 19.480 .000 Reject Significant

Amenities 16.483 .000 Reject Significant

Affordability 32.455 .000 Reject Significant

 49

As presented in Table 21, there is significant difference on the assessment of potentiality in terms of 7A’s namely accessibility,

accommodation, activities, attraction, awareness, amenities, and affordability when grouped according to monthly income as indicated by p-value of

0.000, which is less than .05 level of significance.

4. Proposed Strategies on the Assessment on the Potentiality of Ibaan, Batangas as an Agritourism Destination

Agritourism holds immense potential as a driver for local economies, offering farmers and businesses new revenue streams beyond traditional

agricultural practices. By diversifying agricultural offerings and introducing engaging activities, the destination becomes an attractive proposition for

tourists seeking authentic, educational, and memorable experiences. The action plan aims to navigate the delicate balance between economic development

and environmental sustainability, implementing practices that preserve the natural environment while creating opportunities for local businesses and

communities. Through marketing strategies and continuous improvement initiatives, the destination can not only attract a diverse audience but also remain

adaptable to changing market trends and visitor preferences. Moreover, adherence to regulatory compliance ensures the safety of visitors, contributing to

the overall positive reputation of the destination. In essence, the rationale for this action plan is to harness the potential of agritourism to create a thriving,

sustainable destination that benefits both the local community and the broader tourism industry. The rationale for the proposed output is to allow farm

owners to maximize the potential of their property, employ more people, and give tourists more destinations to discover and agri-tourism products to

enjoy.

Table 22 shows the proposed strategies on the assessment on the potentiality of Ibaan, Batangas as an Agritourism Destination

Table 22. Proposed Strategies on the assessment on the potentiality of Ibaan, Batangas as an Agritourism Destination

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected

Outcome

Inadequate agritourism Activities aligned to Collaborate and create Foster collaboration  Provincial and  Networking
activities agritourism such as pick partnerships to different to create integration Municipal Opportunitie
& pay, animal feeding, agritourism destination and establish Local s
gardening have a mean and agricultural partnerships with Government  Diversified
ranging from 3.02 – 3.07 organization. local restaurants, Unit Agritourism
mean score. hotels, and other  Local Experiences
businesses to Community  Market
enhance the overall  Department of Access and
visitor experience. Agriculture Promotion

Some of the Accommodation near Involve the local Provide unique  Provincial and  Diversificati
accommodation and the destination being community in providing experiences for Municipal on of Income
fees are not affordable cheap got the lowest accommodation options, travelers but also Local Sources
mean among the including home-sharing distributes Government  Fosters
 50

affordability descriptors initiatives or economic benefits Unit Positive

that has a mean of 3.01. community-based more widely.  Local Word of
lodging. Community Mouth
 Department of
Agriculture

Lack of local All the descriptors on Conduct seminars and Improve very  Provincial and  Community
collaboration despite awareness have a mean workshops about satisfactory level of Municipal Engagament
of awareness that ranges from 3.27 – agritourism and its awareness to Local  Positive
3.39 mean score that has benefits in the local excellent. Government Image and
a verbal interpretation of community. Unit Marketing
‘very satisfactory’.  Local  Skills
Community Enhancement
 Department of  Entrepreneur
Agriculture ship
Opportunitie
s

Table 20 (Continued)

Area of Concern Findings Proposed Strategies Objectives Persons Involved Expected Outcome
 Chapter V

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

This study assessed the potentiality of Ibaan, Batangas as agritourism destination. The main objective of this study is to determine the

potentiality of Ibaan, Batangas as agritourism destination. Specifically, the researchers aimed to identify the profile of the respondents in terms of age, sex,

civil status, educational attainment, monthly income, and type of respondents. Furthermore, the respondents assess the potentiality of Ibaan, Batangas as

agritourism destination with regards to accessibility, accommodation, activities, attraction, awareness, amenities, and affordability. Moreover, the

researchers also assessed if there is a significant difference on respondents’ preferences when grouped according to profile to assess the potentiality of

Ibaan, Batangas as agritourism destination.

In this study, a descriptive method was employed for the research design. While, for gathering the essential data, survey questionnaire,

interview, and personal observation were administered. Antecedently, dry run was conducted and validated its reliability. The respondents of this study

were composed of 376 residents and tourists in Ibaan, Batangas. The statistical treatment used in the study were frequency, percentage, weighted mean,

and One way ANOVA.

Findings

The following significant findings were revealed in the study:

1. Profile of the Respondents

Based on the data gathered, the researchers found out that among 376 respondents the age bracket with the highest frequency was the 18-35

years old which numbered 160 or 42.6 percent of the total number of the respondents. While, the age bracket of 56 and above got the lowest frequency and

percentage of 73 or 19.4. For sex, result showed that 225 or 59.8 percent of the respondents were females. While, males got the lowest frequency of 151 or

40.2 percent. In terms of civil status, single was the dominant number of respondents with 160 or 42.6 percent. While, Widow/Widower got the lowest

frequency and percentage of 17 or 4.5. In educational attainment, highschool graduate comprised most of the respondents with 130 or 34.6 percent. While,

post graduate got the lowest frequency and percentage of 2 or .5. Moreover, in monthly income, result showed that respondents with Less than Php

12,000.00 has the highest frequency of 267 or 71.0 percent. While, respondents with Php 42, 000.00 and above got the lowest frequency of 2 or .5 percent.
 52

Lastly, in frequency of the type of respondents, Local Residents with 320 or 85.1 percent got the highest number of residents. While, Local Government

Unit(LGI) got the lowest frequency of 3 or .8 percent.

2. Assessment of the potentiality of Ibaan, Batangas as an agritourism destination.

2.1 Accessibility

Residents and tourists agreed that Ibaan, Batangas has potential as an agritourism destination with a composite mean of 3.25. The item “The

ease of access to the destination positively impacts tourists' interest in visiting” got the highest weighted mean of 3.39. While the item “Roads in Ibaan are

wide and well-constructed” got the lowest weighted mean of 3.15.

2.2 Accommodation

Residents and tourists agreed that Ibaan, Batangas has a potential as an agritourism destination with a composite mean of 3.26. The item “The

accommodations can cater from couples, families, and big groups” got the highest weighted mean of 3.32. While, the item “The accommodations are at

reasonable prices” got the lowest weighted mean of 3.19.

2.3 Activities

Residents and tourists agreed that Ibaan, Batangas has a potential as an agritourism destination with a composite mean of 3.14. The item “The visitors can

tour and roam around in the area” got the highest weighted mean of 3.26. While, the item “Tourists can go to picnics and paint in various spots around the

area” got the lowest weighted mean of 3.04.

2.4 Attraction

Residents and tourists agreed that Ibaan, Batangas has potential as an agritourism destination with a composite mean of 3.29. The item

“Visitors find the overlooking view of the farm very captivating and true to culture” got the highest weighted mean of 3.32. While the item “The farm has

an aesthetically pleasing mosaic of fields growing different crops” got the lowest weighted mean of 3.22.

2.5 Awareness

Residents and tourists agreed that Ibaan, Batangas has a potential as an agritourism destination with a composite mean of 3.30. The item

“understand the importance of utilizing technology for marketing and promoting agri-tourism destinations” got the highest weighted mean of 3.39. While

the item “I am aware of the various types of activities and experiences that can be offered to tourists in an agritourism destination” got the lowest weighted
 53

mean of 3.23.

2.6 Amenities

Residents and tourists agreed that Ibaan, Batangas has a potential as an agritourism destination with a composite mean of 3.31. The item

“Usage of signboards direct visitors' to points of interest and give them a sense of the place” got the highest weighted mean of 3.36. While the item “The

offering of tour guides and interpretive services will contriute to an imrovement in the tourists' learning and satisfaction with agricultural activities” got the

lowest weighted mean of 3.27.

2.7 Affordability

Residents and tourists agreed that Ibaan, Batangas has a potential as an agritourism destination with a composite mean of 3.14. The item “The

farms offer promo prices every time they celebrate anniversaries and holidavs” got the highest weighted mean of 3.23.

3. Differences on the assessment on the potentiality when group according to profile.

There is no significant difference on the potentiality of Ibaan, Batangas as an agritourism destination in terms of 7A’s when grouped

according to age. The profile variable, sex, has no significant difference on 7A’s excluding awareness. The profile variables, civil status and educational

attainment, have no significant difference on 7A’s excluding attraction. Moreover, monthly income has no significant difference on 7A’s excluding

accommodation and affordability. On the other hand, there is a significant difference on the potentiality of Ibaan, Batangas as an agritourism destination in

terms of 7A’s when grouped according to type of respondents.

Conclusions

Based on the gathered, analyzed, and interpreted data the following conclusions were drawn.

1. Majority of the respondent are 18 – 35 years old, female, married, high school graduates, with a monthly income of less than Php 12,000 and mostly are

the local residents of Ibaan, Batangas.

2. The respondents agreed that Ibaan, Batangas has the potential to be an agritourism destination in terms of 7A’s namely accessibility, accommodation,

activities, attraction, awareness, amenities, and affordability.

3. There is no significant difference on the potentiality of Ibaan, Batangas as an agritourism destination in terms of 7A’s when grouped according to age.

The profile variable, sex, has no significant difference on 7A’s excluding awareness. The profile variables, civil status and educational attainment, have no
 54

significant difference on 7A’s excluding attraction. Moreover, monthly income has no significant difference on 7A’s excluding accommodation and

affordability. On the other hand, there is a significant difference on the potentiality of Ibaan, Batangas as an agritourism destination in terms of 7A’s when

grouped according to type of respondents.

4. The proposed action plan allows farm owners to maximize the potential of their property, employ more people, and give tourists more destinations to

discover and agri-tourism products to enjoy.

Recommendations

1. To Tourism Information Officer enhance service by answering all queries and providing information to the public.

2. To Local Residents exert effort in promoting the agritourism sites by simply following the page and sharing posts of the webpage.

3. Tourists seek help with Tourism Information to acquire factual information and to answer all travel planning inquiries.

4. The Tourism Management Student support and realized that agritourism provide a variety of opportunities. Publish articles, journals, or books that

illustrate the significance and benefits of being involved in an agritourism destination.

5. The Researchers may use this as a tool to direct and orient students toward learning essential facts that are known as crucial information for deeper

understanding on the issue.

6. Future Researchers may aid to be good source of enlightenment that they will surely need in their future studies.

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BIOGRAPHIC SKETCH
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Juan dela Cruz was born on January 1, 2000 at Batangas City. He is the youngest among the three siblings of Mr. Jose dela Cruz and Mrs. Maria dela

Cruz. He attained his Kindergarten years at — in Batangas City and graduated with Academic excellence. He then took his Elementary years at – in

Batangas City and graduated as Class Salutatorian.

While he was still young, he was aspiring to be an exceptional basketball player , and joined some tournaments

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