International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2023 Volume 11 Issue 14
Available Online: 31 December 2023
Gabriel, Katherine Marie G.*
Pambayang Dalubhasaan ng Marilao, Philippines (firstname.lastname@example.org)
Villalon, Evelyn D.
ambayang Dalubhasaan ng Marilao, Philippines (Evelyn29.email@example.com)
This study determined the challenges faced by farm tourism in the Province of Bulacan, Philippines during COVID-19 pandemic. It sought to answer the extent of the effects of the external and internal factors to farm tourism in the Province when Philippine tourism re-opened during COVID-19 pandemic; what farm tourism operators did to fit their organizational structure; the farm tourism operators’ assessment on the performance of their organization; and come up with a contingency plan based on the findings of the study. Anchored in Structural Contingency Theory by Donaldson (2015) as its theoretical framework, the study utilized mixed methods approach for the collection and analysis of both quantitative and qualitative data, leading to a more comprehensive understanding of the challenges faced by farm tourism in the Province of Bulacan during the COVID-19 pandemic. Results showed that COVID-19 pandemic affected the farm tourism in the Province of Bulacan by external factors namely: economic, socio-cultural, political, and environmental; and internal factors: people, structure, tasks, technological and financial. To keep the operation uninterrupted, strategies were implemented such as diversification, adherence to safety protocols, collaboration, utilization of social media, community engagement, enhanced customer communication and service, and financial management and cost reduction. As an outcome, there was a fit to their contingencies that led to increased number of visitors, higher or maintained number of manpower, maintained or decreased in expenses, and increase in income. Based on these favorable results, such strategies used on a contingency plan can be a recommendation for other farm tourism sites.
Keywords: external factors performance, farm, farm tourism, internal factors, Structural Contingency Theory
Cite this article:
Gabriel, K. M. G., & Villalon, E. D. (2023). Challenges faced by farm tourism in the province of Bulacan, Philippines during COVID-19 pandemic. International Journal of Research Studies in Management, 11(14), 55-66. https://doi.org/10.5861/ijrsm.2023.1177
* Corresponding Author