International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 4
Available Online: 6 October 2021
Author/s:
Salonga, Allan E.
Central Mindanao University, Philippines (allansalonga16@gmail.com)
Borbon, Noelah Mae D.*
Lyceum of the Philippines University Batangas, Philippines (nmdborbon@lpubatangas.edu.ph)
Abstract:
Culinary tourism is a form of tourism that highlights the authentic dishes and local delicacies of a destination studying its potentiality for culinary tourism and its marketability. This study determined the perception of the respondents towards culinary tourism destination, factors affecting product potential attractiveness, and food image dimension; and tested the significant relationship among variables. It used the descriptive method among the 384 domestic and foreign tourists coming from the 2 cities and 20 municipalities in Bukidnon. Frequency distribution, percentage, weighted mean and ANOVA were used as statistical tools. Based in the results, Majority of the respondents are teenagers aged 22 years old and below (Gen Z), female, single, and domestic tourists with leisure and recreation as the purpose of their travel. There is a high significant relationship between perception of the respondents towards culinary tourism destinations, factors affecting product potential attractiveness and food image dimension. There is also a high significant relationship between factors affecting product potential attractiveness and food image dimension. Further research may be conducted focusing on traditional wines in the province and strategizing its marketing plan.
Keywords: culinary tourism, food image, perception, product potential attractiveness
DOI: https://doi.org/10.5861/ijrsm.2021.m7736
Cite this article:
Salonga, A. E., & Borbon, N. M. D. (2021). Potentiality of Bukidnon for culinary tourism. International Journal of Research Studies in Management, 9(4), 1-17. https://doi.org/10.5861/ijrsm.2021.m7736
*Corresponding Author