i

FACTORS INFLUENCING TOURIST

LOCAL FOOD CONSUMPTION

IN LUCBAN, QUEZON

Ian Miguel Alpajora

Bryll Aenard A. Tutor

Southern Luzon State University

College of Administration Business, Hospitality and Accountancy

2019
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BIOGRAPHICAL SKETCH

Name: Ian Miguel Alpajora

Birthdate: Birthplace: Quezon Medical Center, Lucena City

Permanent Address: 79 Gardiner St. Brgy. Daungan/

Mauban, Quezon

Contact Number: 09493377314

Email Adress: miggyboii09@gmail.com

Educational Background:
School/University Inclusive Years
Honor/Award
Southern Luzon State University 2016-2020
Dr. Maria D. Pastrana National High School 2011-2015
Mauban North Elementary School – I 2005-2011

Academic Affiliations:
Management and Restaurateur Quintessentially Unified in Soaring Excellence
(MARQUISE Society of Hoteliers)
Member
Southern Luzon State University/ Lucban, Quezon
(2016 to present)

Camarero De Bar
Volunteer Member
Southern Luzon State University/ Lucban, Quezon
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(2016 to present)
BIOGRAPHICAL SKETCH
Name:

Birthdate: Birthplace:

Permanent Address:

Contact Number:

Email Adress:

Educational Background:
School/University Inclusive Years Honor/Award

Academic Affiliations:
MARQUISE SOCIETY MEMBER
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CERTIFICATE OF ORIGINALITY

We hereby affirm that this compliance is our own work and that, to the best of our

understanding and certainty, it covers no material previously published by another person

nor material to which to a considerable range has been acknowledged for award of any

other degree or diploma of a university or other institute of higher learning, except where

due credit is made in the text.

We also declare that the logical content of this thesis is the product of our own

effort, even though we may have customary assistance from others on style, presentation

and semantic expression.

Ian Miguel Alpajora Bryll Aenard A. Tutor

Advisee Advisee

Maria Fatima R. Sabacco, MSHRM

Adviser

Date
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APPROVAL SHEET

In partial fulfillment of the requirements for the degree of Bachelor of Science in

Hotel and Restaurant Management, this research paper entitled, Factors Influencing

Tourist Local Food Consumption in Lucban, Quezon, has been prepared and

submitted by Ian Miguel Alpajora, Bryll Aenard A. Tutor, who are hereby

recommended for oral examination.

MARIA FATIMA R. SABACCO, MSHRM

Research Adviser

Approved in partial fulfillment of the requirements for the degree, Bachelor of

Science in Hotel and Restaurant Management, by the oral defense examination

committee.

SHERWIN R. PERNIA, MIHM ANGELO SHAN E. MENDOZA, MSTM

Member Member

BERNADETTE N. LAJARA, MM
Chairman

Accepted in partial fulfillment of the requirements for the Degree Bachelor of

Science in Hotel and Restaurant Management.

____________________ CHONA V. CAYABAT, DBA

Date Dean, College of Administration,
Business, Hospitality, and Accountancy

ACKNOWLEDGEMENT
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The researchers wish to express their gratitude to all the people who help them to

make their study possible. They want to extend their deep appreciation to those people

who help them to finish the study,

To LORD ALMIGHTY, who gave them knowledge, strength, perseverance and

wisdom to make these things possible.

To their BELOVED PARENTS, for giving financial assistance and supervision

never waned and for the patience and .who serve an inspiration in shaping this piece of

work.

Ms. Maria Fatima R. Sabacco, MSHRM, their research adviser, for his

patience, encouragement, valuable time, and effort to make their study successful;

Dr. Chona V. Cayabat, Dean of College of Administration, Business,

Hospitality and Accountancy, for letting them to conduct their study;

To the PANEL, MS. BERNADETTE N. LAJARA, MR. SHERWIN R.

PERNIA and MR. ANGELO SHAN E. MENDOZA, for the challenges and advices.

Respondents, for giving their precious time to participate during the conduct of

this research;

Finally, TO ALL THE PEAOPLE, who became part of bringing out this piece

of work into reality. The RESEARCHERS wholeheartedly express their overwhelming

gratitude to everyone!

TABLE OF CONTENTS
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Page

Title Page i

Bibliography Sketch ii

Certificate of Originality iv

Approval Sheet v

Dedication vi

Acknowledgement viii

Tables of Content ix

List of Tables xi

List of Figures xii

List of Appendices xiii

Abstract xiv

Chapter I Introduction 1

Background of the Study 2

Objectives 3

Significance of the Study 4

Scope and Limitation 5

Definition of Terms 6

Chapter II Review of the Literature 8

Chapter III Methodology 31

Research Locale 31
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Research Design

Respondents of the sudy 32

Research Instrument

Procedures/Data Collection 34

Chapter IV Results and Discussion 36

Chapter V Summary, Conclusions and Recommendations 48

Summary (objectives, scope and work, findings) 49

Conclusions 50

Recommendations 52

Reference cited 54

Appendices 57
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LIST OF TABLES

Table Page

1. Percentage frequency distribution of the tourist 36

profile in terms of gender

2. Percentage frequency distribution on the tourist profile in terms of age 37

3. Percentage frequency distribution of the tourists 38

according to civil status
4. Percentage frequency distribution of the tourists according to their job 39

5. Percentage Frequency Distribution on the Tourists Profile of the 39

Respondents in terms of Monthly Income
6. Weighted Mean Distribution in Cultural/Religious Influence 40
7. Weighted Mean Distribution in Socio-Demographic Factors 42
8. Weighted Mean Distribution in Food-related Personality Traits 43
9. Weighted Mean Distribution in Exposure Effect/ Past Experience 45
10. Weighted Mean Distribution in Motivational Factors 46
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LIST OF FIGURES

Figure Page

1. An IPO Model on the Factors Influencing Tourists on Local Food 29

Consumption in Lucban, Quezon

2. Map of Lucban, Quezon 31

3. Figure3. Likert-scale Description 33

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LIST OF APPENDIX TABLES

Appendix Page

A. Communication 52

B. Letter to the Respondents 53

C. Questionnaire 54

D. True Verbatim Transcriptions of Respondents 55

63
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ABSTRACT

Title: Factors Influencing Tourist Local Food Consumption in Lucban, Quezon

Author: Ian Miguel Alpajora & Bryll Aenard A. Tutor

Adviser: Maria Fatima R. Sabacco, MSHRM

The study aimed to determine the factors influencing tourist’s local food
consumption in Lucban, Quezon. Specifically, it sought to analyze and
discover factors influencing tourist’s local food consumption in terms of
cultural/religious influences, socio-demographic factors, food-related
personality traits, exposure effect/past experience, and motivational factors.
The study used a descriptive type of research through the use of self-
structured checklist questionnaire. The process of descriptive research goes
beyond mere gathering and tabulation of data. It involves the elements of
interpretations of the meaning or significance of what is described. It
composed of business owners/private sector, government/public sector, and
non-formal economy. The survey was conducted on November 2019. Based
on the gathered data, the researchers found out that there are many different
food establishments that offer local food identified by Municipality of
Lucban, Quezon there are Buddy’s Chains of Restaurant, Pepet’s, Van’s and
Hyla’s, Mustiolas, Yelo Lane, PH Resto, Abcede’s Resto, RMA Kitchen,
Pagkain Resto, Old Center and etc..,. From the findings, it is recommended
that result of these study will be a good basis of the local food establishment
in reaching new tourist who will consume their local products, they can used
it as marketing tool. Local tourist visit a destination by its cultural/religious
factors may be more inclined to try local traditional food in order to explore
the local food culture and most of the respondents food preferences are the
originated and influenced by the ancestors so that the food establishment
must be protect what their ancestors inherit to them. It is suggested that local
community to revive the local foods or the local outdated foods because
they are an important attraction for the tourist to familiarize with the local
culture and customs.

Keywords: Tourist, Local Food

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