International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 5
Available Online: 3 June 2025
Author/s:
Zubieta, Manilyn G.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study aimed to propose a development plan for agritourism sites in CALABARZON. The researcher assessed the marketing strategies, product innovation, and customer experience at agritourism sites in CALABARZON. It tested for significant differences in responses when grouped by profile variables and examined the significant relationship between marketing strategies, product innovation, and customer experience. The researcher used a descriptive-correlational and comparative research design. The respondents to the study were 385 tourists who visited agritourism sites. The instrument was adapted from three different studies. Further, the statistical tools used for the study included the independent comparison of groups, or t-test, and the analysis of variance, together with post hoc analysis to test for differences in the variables when compared according to profile. Lastly, the Pearson correlation coefficient was used to establish possible relationships among the variables. The study concluded that most respondents were female, aged 18–26 years old (Generation Z), and single. The respondents who visited the agritourism sites came from CALABARZON for leisure and relaxation, visiting 1-2 times a year. They were highly satisfied, valuing experiences that reflect agricultural practices and the local community, offering opportunities to experience authentic rural culture through food, lifestyle, and fairs. Finally, the research paper developed a plan and provided relevant recommendations.
Keywords: promotion, services, service and facilities
DOI: https://doi.org/10.5861/ijrsm.2025.25061
Cite this article:
Zubieta, M. G. (2025). Marketing strategies, product innovation, and customer experience: Basis for a development plan for agritourism sites in CALABARZON. International Journal of Research Studies in Management, 13(5), 65-78. https://doi.org/10.5861/ijrsm.2025.25061