Review of Related Literature and Studies

Farm Tourism

The future of farm tourism in the Philippines: challenges, strategies and insights

Ocampo et al. (2021) investigated the current status and potential of the

Philippines as an agritourism destination and identified the factors hindering the

development of agritourism. This study aims to understand the challenges faced by

Filipino farmers in diversifying their farms and farm operations and to propose strategies

and guidelines to relevant stakeholders. This study uses an exploratory research

approach and collects secondary data from various sources such as published journal

articles, news articles and reports to generate insights and relevant information on

agritourism. This analysis uses a framework of threats, opportunities, weaknesses and

strengths to develop a competitive strategy for agritourism.

The results show that the Philippines, with its vast farmlands, has a necessary

foundation for agritourism, further supported by the passage of the Farm Tourism

Development Act of 2016. However, realizing these potentials to their full potential

requires significant efforts in areas such as physical properties, product development,

education and training, management and entrepreneurship, marketing, customer care

and government support.

The study identifies a lack of farmers' skills, training and capital investment as the

main obstacles to transforming farms into agricultural tourism destinations. The

originality and value of this work lies in its historical account of initiatives and activities in

the Philippine agritourism sector. It provides a comprehensive discussion and in-depth

analysis of the current status, potential, strategies and future insights of agritourism

development.

Study Regarding the Impact of Farm Tourism and Agrotourism on Rural Area

A study by Amelia et al. (2017) found that farm tourism and agritourism are

specifically designed to provide tourism experiences that are closely related to

agriculture, rural life and local culture. These forms of tourism have a significant impact

on rural areas, especially on a cultural level. Immersing tourists in other cultures often

enhances their understanding and appreciation of local traditions, customs and ways of

life. In addition, farm tourism and agrotourism play an important role in the creation and

promotion of cultural products. Tourists are often interested in purchasing handicrafts

and other cultural artifacts specific to the rural areas they visit. This not only provides

economic opportunities for local artisans, but also contributes to the preservation and

promotion of traditional handicrafts.

The development of agritourism and agrotourism may change the character of

local festivals. These events have traditionally been celebrated for specific cultural

purposes, but today they can be tailored to suit the interests and preferences of tourists.

This makes it possible to integrate traditional values with the demands and expectations

of visitors. Farm tourism and agritourism have the potential to bring positive cultural

change to rural communities. By facilitating cross-cultural exchange, supporting local

artisans, and hosting cultural events, these forms of tourism help preserve and promote

cultural heritage while providing economic opportunities for local communities ( Amelia

et al., 2017).
Farm Tourism Development in the Philippines: The Case of Batangas Province

The purpose of the research "Farm Tourism Development in the Philippines: The

Case of Batangas Province" by Laguador and Santos (2018) was to examine the

potential for farm tourism in Batangas Province as well as how it may affect the regional

economy, cultural heritage, and environmental sustainability. The report clarified the

province's favorable economic benefits from rural tourism It was discovered that

agricultural tourism has the ability to raise farm owners' incomes and create job

possibilities for nearby communities.

The study also stressed the significance of protecting cultural assets in the

growth of agricultural tourism. It acknowledged that agricultural tourism offers a venue

for highlighting and encouraging the preservation of regional cultures, traditions, and

ways of life.

The local community gets the chance to share its cultural practices, traditions,

and traditional knowledge with tourists, maintaining and enhancing its cultural legacy in

the process.

The study also emphasized the relevance of encouraging environmental

sustainability in the growth of agricultural tourism. Farm tourism may lessen its

environmental impact and support the region's long-term environmental sustainability by

employing sustainable practices including organic farming, water conservation, and

trash management.

The overall beneficial economic impact of farm tourism in Batangas Province,

including higher revenue for farm owners and employment creation for local

populations, was highlighted in the study by Laguador and Santos (2018). Recognizing
the potential of farm tourism, it also emphasized the significance of protecting cultural

heritage and fostering environmental sustainability in the growth of farm tourism.

Farm Tourism in the Philippines: Enhancing Local Economic Development

through Sustainable Tourism

The research by Magtibay-Ramos and Santos (2019), with a focus on

sustainable tourism practices, emphasizes the potential of agricultural tourism in

supporting local economic development in the Philippines. Rural communities may

diversify their revenue streams and generate jobs by taking advantage of farm tourism.

By welcoming visitors to their farms, farmers may enhance their income through

lodging, narrated tours, the sale of farm goods, and associated services. This benefits

not only the farm owners but also the neighborhood through the creation of jobs and an

increase in spending.

For agricultural tourism to be successful and viable in the long run, sustainable

tourist practices are crucial. Its environmental effect is reduced and the natural features

that draw tourists are preserved by implementing ecologically friendly techniques

including organic farming, trash management, and energy saving. By assuring the long-

term availability of resources and preserving the region's natural beauty, sustainable

tourism practices also help to the overall resilience and sustainability of the local

economy.

Initiatives aimed at promoting agricultural tourism must have the support of the

community. Farm tourism may have a more significant and advantageous effect on the
local economy by including the neighborhood in decision-making processes, creating

community capacity, and benefit-sharing, encouraging inclusion, and assuring fair

distribution of tourist advantages among community members. The study emphasizes

the importance of sustainable tourism practices, community engagement, and

empowerment in order to ensure the long-term success and beneficial effects of farm

tourism initiatives. It also highlights the potential of farm tourism in enhancing local

economic development in the Philippines.

Motivations and Satisfactions of Tourists Visiting Farms in Tarlac province

Ramirez et al.'s (2016) study sought to understand the goals and feelings of

visitors who visited farms in Tarlac province. The researchers realized the value of

comprehending the elements that motivate visitors to partake in agricultural tourism

activities as well as how these experiences affect their level of satisfaction as a whole.

Ramirez et al. (2016) used a mixed-methods strategy to accomplish their study

goals, including in-depth interviews with agricultural tourists with a survey questionnaire.

The survey questionnaire gave the researchers a wider perspective by quantifying the

replies, whilst the qualitative interviews allowed them to collect in-depth insights into the

motives and satisfactions of the tourists.

The study's conclusions identified a number of important reasons why visitors

choose to visit farms in the province of Tarlac. These reasons included the need for

leisure and an escape from city life, interest in learning about farming and rural life, want

to experience nature and the environment, and chance to discover local customs and

culture. The study also noted the significance of social media and word-of-mouth
recommendations in influencing travelers' choices to partake in agricultural tourism

activities.

According to the study's findings on visitor satisfaction, visitors to Tarlac province

were quite pleased with their agricultural tourism experiences. The warm warmth and

friendliness of the farm owners and personnel, the high caliber of the farm facilities and

amenities, the instructive and participatory nature of the events, and the chance to

sample and buy local farm goods were all factors that contributed to their happiness.

The study by Ramirez et al. (2016) provides insight into the goals and pleasures

of visitors who visit farms in the province of Tarlac. In order to promote and improve

farm tourism experiences in the area, it offers vital insights for farm owners, tourism

professionals, and policymakers in understanding the requirements and preferences of

farm visitors.

Economic Impacts of Farm Tourism in Batangas

Cruz-Tamayo et al. (2018) carried out a research in the province of Batangas to

investigate the economic effects of agricultural tourism, concentrating on its contribution

to the creation of local employment and an increase in farmer income. The study

acknowledged the potential of agricultural tourism as an engine for rural economies. To

acquire information on the effects on employment and income, the research conducted

surveys and interviews with farm owners and other stakeholders participating in farm

tourism operations.

According to the research, agricultural tourism significantly increased the amount

of jobs generated locally and provided both direct and indirect employment prospects
for locals. Farm tourism operations increased the income of farmers in the province of

Batangas, complementing their agricultural revenue and enhancing their standard of

living. They were able to invest in the expansion of their farms and improve their general

economic well-being thanks to the increased cash produced by agricultural tourism.

Cruz-Tamayo et al. (2018) present empirical evidence of the beneficial economic

effects of agricultural tourism in Batangas province, highlighting its contribution to the

creation of local jobs and an increase in farmer income. It draws attention to the

potential of agricultural tourism as a long-term economic endeavor promoting the growth

and prosperity of rural communities.

Customer Satisfaction Levels and Factors Influencing Repeat Visits to Strawberry

Farms in Benguet

In order to determine consumer satisfaction levels and the elements affecting

return visits to strawberry farms in Benguet, Gregorio et al. (2020) carried out a study.

They used surveys with site visitors and in-depth interviews with farm owners and

managers as part of a mixed-methods strategy. According to the survey, visitors to

strawberry fields in Benguet reported typically high levels of customer satisfaction. The

availability of strawberry-related activities and goods, the quality of the services

provided, the cleanliness and upkeep of farm facilities, and the general feel and

environment of the farm all contributed to consumer satisfaction. The survey also

emphasized the value of skilled and amiable employees in raising customer satisfaction.

Key factors influencing repeat visits to strawberry farms included positive word-of-mouth

recommendations, uniqueness and authenticity of the farm experience, opportunities for

hands-on activities like strawberry picking, and the provision of additional attractions

and amenities like cafes or souvenir shops. Overall, the study highlights the significance

of quality service provision in ensuring customer satisfaction and repeat visitation to

strawberry farms in Benguet. This information can help farm owners and managers

develop strategies to enhance visitor experiences and foster sustainable farm tourism

development in the region.

Positive word-of-mouth recommendations, the uniqueness and authenticity of the

farm experience, the availability of hands-on activities like strawberry picking, and the

presence of additional attractions and amenities like cafes or gift shops were important

factors influencing repeat visits to strawberry farms. The study emphasizes the need of

providing quality services to guarantee client satisfaction and return visits to strawberry

fields in Benguet. Using this knowledge, farm managers and owners may create plans

to improve visitor experiences and promote the growth of farm tourism in the area.

The study by Valencia et al. (2022) investigates tourists' motives and activity

preferences when visiting farm tourism sites in the Philippines. They applied the push

and pull theory to understand the factors that attract tourists and the activities they

prefer engaging in. The researchers collected data through a survey questionnaire

administered to tourists visiting various farm tourism sites in the country. The study

found that tourists were motivated to visit farm tourism sites to escape city life, seek

relaxation, and experience nature and the countryside. Pull factors attracted tourists to
these destinations included the opportunity to engage in agricultural activities, learn

about farming practices, and experience local culture and traditions.

Activity preferences revealed that tourists were particularly interested in activities like

fruit and vegetable picking, animal feeding, farm tours, and experiencing local cuisine.

These activities provided hands-on experiences and opportunities to connect with

nature and local agricultural practices. The study contributes to understanding tourists'

motivations and preferences in the context of farm tourism in the Philippines, and can

be valuable for farm tourism site owners and managers in developing strategies to

attract and cater to tourists' preferences, ultimately enhancing the overall visitor

experience.

Tourists’ motives and activity preferences to farm tourism sites in the

Philippines: application of push and pull theory

In their study from, Valencia et al. (2022) look into the goals and preferred activities of

visitors to agricultural tourism destinations in the Philippines. To comprehend the

elements that draw visitors and the activities they favor participating in, they employed

the push and pull theory. The researchers gathered information by surveying travelers

who were visiting various agricultural tourism destinations around the nation. According

to the report, travelers were drawn to agricultural tourism destinations to get away from

the city, unwind, and take in the scenery. The possibility of participating in agricultural

activities, learning about farming methods, and experiencing local culture and customs

were elements that drew tourists to these locations.

 Tourists were most interested in activities like gathering fruit and vegetables,

feeding animals, farm excursions, and sampling local food, according to activity

preferences. These activities gave participants the chance to interact directly with

nature and learn about regional agriculture traditions. The study helps to better

understand visitors' motivations and preferences in relation to farm tourism in the

Philippines. It can also be helpful to farm tourism site owners and managers in creating

strategies to draw in visitors and cater to their preferences, ultimately improving the

overall visitor experience.

Re-creating farms into Agritourism: Cases of selected micro-entrepreneurs in the

Philippines

According to Tugade (2020) research, examined the goods, motives, advantages, and

difficulties faced by microentrepreneurs in the Philippines' agritourism businesses. In

order to find patterns in the information gathered through interviews and observations,

the researchers employed a case study qualitative methodology. 15 farm owners, most

of whom were men, participated in the study. They ran their agritourism businesses as

sole proprietors and served customers with organic fruits, vegetables, dairy products,

and poultry. To improve guests' experiences, the farm owners just included the bare

necessities. Agritourism businesses were founded for a variety of reasons, including

opportunities offered by market-driven profitability and economic effect as well as

inherent drives for success and locus of control.

The advantages of agritourism were divided into three categories: sociocultural,

economic, and environmental. Increased income, the creation of jobs, and business
diversification were all considered economic positives. Conservation initiatives,

environmentally friendly agricultural methods, and the preservation of regional

biodiversity were all considered environmental advantages. Promoting local culture,

tradition, and community development were some of the sociocultural advantages.

But the study also emphasized the operational, infrastructure, and environmental

difficulties encountered by microbusiness owners in agritourism. Marketing issues,

competitiveness, and a lack of resources were among the operational obstacles. While

natural issues included things like weather and natural catastrophes, infrastructure

concerns included better facilities and access to transportation.

According to the study, farmers and property owners may profit from agritourism

as a business even under constrained circumstances, however this would call for a

more advanced entrepreneurial attitude. For rural development and agricultural

diversification, agritourism has the potential to be a dependable economic engine,

particularly for small-scale farmers. To ensure the viability of agritourism despite low

agricultural resources, microbusiness owners must overcome the highlighted

constraints.

On Research Brass Tacks: A Pre-Evaluation of An InstitutionalDriven Farm

Tourism Site Development in Southern Philippines

The study "On Research Brass Tacks: A Pre-Evaluation of An Institutional-Driven

Farm Tourism Site Development in Southern Philippines" explores how farm tourism

may spur rural development and boost regional economies. The researchers used a
mixed-methods approach and a descriptive-evaluative study design to assess a farm

tourism initiative in the southern Philippines that was driven by an institution.

The project was compared to the minimal standards established by the Philippine

Department of Tourism (DOT), and the investigation pinpointed particular problems that

would prevent success. Despite the barriers found, the study offers priority actions and

prospects for additional investigation, providing research-based data to direct the

project's long-term implementation and realization. The findings highlight the potential of

farm tourism to support local economies and rural development while also offering ideas

for overcoming obstacles to assure the success of an institutionally driven programme.

Community-Based Approach in Developing Farm Tourism

According to Paladan (2020), with the growing interest in sustainability in

agriculture and tourism, a community-based approach is essential for long-term

success. This study aims to develop farm tourism through a community-based

approach, focusing on the steps necessary to establish farm tourism in two selected

communities. The study design is qualitative and utilizes questionnaire interviews and

focus group discussions. Establishing agritourism through a community-based approach

involves conducting community assessments, educating and preparing communities for

tourism, identifying and establishing leadership teams and local advocates, planning

and developing high quality products. Indicates that precautionary measures such as

design are required. A major advantage of developing community agritourism is that it

can provide a livelihood for community members, which is the main reason why

community members choose to participate in such projects. However, establishing

agritourism through a community-based approach requires support systems, time to

flourish, and a different approach to sustaining the project. This research highlights the

importance of community-based approaches to developing sustainable and prosperous

agriculture and tourism. By following the steps outlined and overcoming challenges,

communities can successfully establish agrotourism initiatives that not only benefit their

livelihoods but also contribute to the overall development of rural areas.

DOT Rules and Regulations Governing the Agritouris,/Farm Certification Process

The Philippines Department of Tourism (DOT) issued a set of rules and

regulations governing the agritourism/farm certification process in 2014. These

guidelines were enacted to ensure that agritourism and agricultural businesses meet

certain standards and provide a quality experience for their visitors. The certification

process described by DOT aims to assess and certify the suitability and readiness of

agritourism and farms as tourist destinations. By complying with these regulations, farm

owners and operators can increase the credibility and attractiveness of their operations

to local and international tourists.

Specific rules and regulations cover various aspects of agritourism and farm

operations. These include requirements related to infrastructure and facilities,

environmental sustainability, safety measures, hygiene and hygiene practices, visitor

services and cultural preservation. The guidelines also emphasize the importance of

maintaining authenticity in farming experiences, promoting local culture and traditions,

and supporting local communities. Adherence to the certification standards set by DOT
ensures that agritourism and farm sites provide visitors with the quality experience they

expect.

This accreditation process also helps establish standards of excellence within the

industry and contributes to the overall development and promotion of agritourism in the

Philippines. To access the complete rules and regulations regarding his DOT

certification for agritourism/farm sites, please visit the official website or obtain the

document from the link provided http://www.visitmyphilippines.com can. Please note,

however, that the links provided in the references are not accessible to general tourism

websites, rather than to the specific document mentioned.

Understanding the Impact of Intentions in the Adoption of Local Development

Practices by Rural Tourism Hosts in Portugal

In a study conducted by Dinis et al. (2019) entitled Understanding the Influence

of Intentions in the Introduction of Regional Development Practices by Rural Tourism

Hosts in Portugal, the influence of rural tourism hosts on rural development in Portugal

It explores the factors that influence the adoption of practices. . The researchers aimed

to understand the role of intention in facilitating host behavior and its impact on

community development in the context of rural tourism. To conduct the study, the

authors used a quantitative approach and collected data using a survey questionnaire

administered to rural tourism hosts in Portugal. The questionnaire included items related

to host intentions, attitudes, subjective norms, perceived behavioral control, and

adoption of community development practices. The researchers analyzed the collected

data to examine the relationship between these variables and the influence of intentions

on the adoption of local development practices.

The results of the study showed that the intentions of hosts had a significant

impact on the adoption of local development practices. Hosts with strong intentions

were more likely to engage in practices that contribute to local development, such as

collaborating with local producers, promoting local products, and preserving local

cultural heritage. This study also found that attitudes, subjective norms, and perceived

behavioral control play important roles in shaping host intentions and influencing

subsequent behavior. This study highlights the importance of understanding host

intentions and their impact on the adoption of local development practices in rural

tourism settings. By recognizing the factors that drive host intentions, policy makers and

stakeholders can design interventions and strategies that promote sustainable tourism

practices and improve local development outcomes.

This study contributes to the rural tourism and community development literature

by providing insight into the factors that influence adoption of community development

practices by hosts. The results will provide policy makers, tourism planners,

stakeholders involved in rural tourism in Portugal and other similar situations with an

insight into how to promote sustainable tourism practices and maximize the positive

impact of tourism on local communities.

Agritourism Farms and Farm Stays

A study by Mahaliyanaarachchi (2015) entitled 'Agritourism Farms and Farm

Stays' focused on the concept of agritourism and farm stays in Sri Lanka. This research

was conducted at Sabaragamuwa University in Sri Lanka and aimed to explore the

potential of agritourism as a form of rural tourism and its impact on the local economy.

This study employed a qualitative research approach, particularly leveraging case

studies and interviews with agritourism owners and managers. Researchers have

explored different aspects of agritourism, including the types of activities offered, visitor

experiences, challenges faced by farm owners, and the economic benefits agritourism

brings. The findings of the study highlighted the diversity of activities and experiences

available on agritourism farms in Sri Lanka. These activities include farm tours, farm

demonstrations, participation in farm activities and farm stays. Visitors had the

opportunity to learn about agricultural practices, interact with animals and experience

life in the countryside.

The study also highlighted some of the challenges faced by agritourism farm

owners, including limited marketing and promotional efforts, lack of infrastructure and

difficulty in obtaining financial support. Despite these challenges, the study found that

agritourism has a positive impact on the local economy. It has provided income for farm

owners, created employment opportunities for local communities, and contributed to the

protection of cultural and natural heritage. Overall, this study contributes to the

understanding of agritourism as a form of rural tourism in Sri Lanka. It highlights the

activities and experiences offered on agrotourism farms and highlights the economic

benefits and challenges associated with this type of tourism. The findings could be
valuable for policy makers, tourism planners and farm owners in developing strategies

to promote and sustain agritourism in Sri Lanka.

Case Studies of Agritourism among Small Farmers in North Carolina

The Agritourism Case Study on Smallholder Farmers in North Carolina (2016)

investigates the experiences of smallholder farmers engaged in agritourism in North

Carolina. The study uses a qualitative research approach, involving interviews and field

visits, to gain insight into the drivers, challenges, and benefits of agritourism for local

smallholder farmers. The researchers found that small farmers engage in agritourism for

various reasons, including diversifying income sources, protecting farmland, educating

the public about agriculture, and promoting links between urban and rural communities.

The study revealed various agritourism activities offered by farmers, such as

farm visits, harvest experiences, farm accommodation, and local sales of agricultural

products. The study highlights challenges faced by small farmers in implementing

agritourism, such as regulatory hurdles, marketing and promotional challenges, and

managing the extra workload associated with hosting visitors.

The study also highlights the benefits of agritourism for smallholder farmers, such

as increased income, improved farm profitability, improved community relations, and

preservation of agricultural heritage. The findings contribute to understanding

agritourism as a viable strategy for smallholder farmers to diversify their income and

sustain their operations. Case studies offer practical insights into the experiences of

smallholder farmers engaged in agritourism in North Carolina, providing valuable

lessons for farmers, policymakers, and stakeholders in the agritourism industry.

Philippines Recognized as a Top Agritourism Destination

SEARCA (Southeast Asian Regional Agricultural Graduate School Research

Center) is actively promoting the Philippines as a top agritourism hub. Agritourism is the

practice of attracting tourists to rural areas to learn about agricultural activities, interact

with farmers, and appreciate the local culture and heritage. SEARCA recognizes the

potential of agrotourism as a contribution to rural development, poverty reduction and

sustainable agriculture. By promoting the Philippines as a top agricultural tourism

destination, SEARCA hopes to increase the visibility and competitiveness of the

country's agricultural sector and provide economic opportunities to rural communities.

SEARCA believes that by showcasing the country's agricultural heritage, farmers'

skills and traditional farming methods, agritourism will attract domestic and international

tourists and lead to increased income and employment opportunities in rural areas.

increase. SEARCA's commitment to promoting the Philippines as a premier agritourism

destination includes a range of activities. Promoting Philippines as a top hub for

agritourism is consistent with his SEARCA's broader mission to promote agricultural

development and rural transformation in Southeast Asia. Overall, SEARCA's efforts to

make the Philippines a premier agritourism hub highlight the importance of agritourism

in promoting rural development, protecting agricultural heritage, and creating economic

opportunities for rural communities. . Through these efforts, SEARCA aims to position

the Philippines as a leading agritourism destination, showcasing the country's

agricultural diversity and cultural richness to the world.

Economic Benefits of Agritourism Development in Poland — An Empirical Study

The researchers conducted by Jȩczmyk et al. (2015) an empirical study to

assess the financial benefits generated by agritourism and its contribution to rural

economies in the country. The study utilizes a quantitative research approach and

collects data through a survey questionnaire distributed to agritourism operators in

Poland. The questionnaire includes items related to the economic aspects of

agritourism, such as revenue, employment, and investment. The researchers analyze

the collected data to assess the economic benefits and impacts of agritourism on the

local economies. Agritourism operations generate substantial revenue for rural areas,

contributing to the income and livelihoods of farmers and local communities. The study

also highlights the employment opportunities created by agritourism, with many

operators hiring local residents and supporting job creation in rural areas.

The research notes the positive impact of agritourism on investment in rural

areas. The study provides empirical evidence of the economic benefits of agritourism

development in Poland. It emphasizes the positive impacts on revenue generation,

employment, and investment in rural areas.

Determinants of Performance for Agritourism Farms: an Alternative Approach

This study takes a different approach to understanding the determinants of

performance by examining the concept of 'customer-based brand equity' in the context

of agritourism. researchers followed a quantitative research approach and collected

data using survey questionnaires distributed to agritourism farm operators in Taiwan.

Researchers will analyze the data collected to assess the relationship between

customer-base brand equity and agritourism business performance.

Research results show that the brand value of the customer base has a

significant impact on the performance of agritourism businesses. In particular, brand

awareness, brand image, brand loyalty and perceived quality all have a positive impact

on agritourism business performance. The study suggests that building a strong brand

and fostering positive customer perceptions can lead to better performance for

agritourism operations.

This study highlights the importance of branding and customer perception to the

success of an agritourism business. This study provides insight into the factors that

contribute to agritourism's business performance and competitiveness by focusing on

the brand equity of its customer base. Overall, this study offers an alternative approach

to understanding the performance determinants of agritourism businesses.

Farm Tourism to Enhance Sustainable Agricultural and Rural Development,

Agritourism Bill to be Signed into Law

The Southeast Asian Regional Center for Graduate Study and Research in

Agriculture (SEARCA) published an article in 2017 titled ‘‘Farm Tourism to Enhance

Sustainable Agricultural and Rural Development, Agritourism Bill to be Signed into Law.

‘‘ The article highlights the significance of farm tourism in promoting sustainable

agricultural and rural development and announces the impending signing of an

agritourism bill into law. According to the article, farm tourism, also known as

agritourism, has the potential to contribute to sustainable agriculture by diversifying

income sources for farmers, preserving agricultural heritage, and promoting

environmental conservation.

The article emphasizes that by promoting farm tourism, rural communities can

benefit from increased employment opportunities, improved infrastructure, and

enhanced local economies. Furthermore, the article mentions the upcoming signing of

an agritourism bill into law. The bill aims to provide a legal framework and support for

the development of agritourism in the Philippines. The article emphasizes the role of

SEARCA in promoting and supporting agritourism initiatives in the Southeast Asian

region. Overall, the article highlights the potential of farm tourism in enhancing

sustainable agricultural and rural development. It also underscores the significance of

the upcoming agritourism bill in providing a legal framework and support for the growth

of the agritourism industry in the Philippines.

A Comparison between Agritourisms and Other Farms in Italy Using Farm

Accountancy Data Network Dataset

Agritourism farms in Italy compared to other farms using the Farm Accountancy

Data Network dataset examines the environmental sustainability of agritourism farms

compared to other types of farms in Italy. This study uses data from the Farm

Accountancy Data Network (FADN) dataset to assess the environmental performance

of agritourism operations. researchers follow a quantitative research approach and

analyze his FADN dataset, which provides comprehensive financial and operational

information on Italian farms. They compare the environmental performance indicators of

agritourism farms with those of other types of farms, such as conventional farms and

organic farms, to determine the environmental performance of agritourism farms.

 The results of the study show that agritourism farms generally have a higher level

of environmental friendliness than other types of farms. This study focuses on the

positive environmental practices and sustainability commitments of Italian agritourism

operations. The study also highlights the potential of agritourism as a sustainable and

environmentally friendly form of rural tourism. The results of this study can be valuable

to policy makers, agritourism operators and stakeholders in understanding the

environmental impacts of agritourism and in developing strategies to improve its

environmental performance.

This study contributes to the growing body of knowledge on agrotourism

sustainability and provides insight into the potential benefits of sustainable integration of

tourism and agriculture.

Destination Sensescape

Constructing a Destination Gestalt Model: Brand Gestalt, Brand Attitude, and

Revisit Intention

In this study, Walean et al. (2023), the researchers propose and test a structural

model that integrates brand gestalt, brand attitude, and revisit intention in the context of

tourism destinations. The study specifically focuses on investigating the influences of

four dimensions of brand gestalt (story, sensescape, servicescape, and stakeholder) on

tourists` attitudes and intention to revisit a destination.

The findings of the study, analyzed using structural equations modeling, indicate

that the two underlying dimensions of brand gestalt, namely story and sensescape,
have a significant influence on brand attitude and revisit intention. This suggests that

the narrative and sensory experiences associated with a destination play a crucial role

in shaping tourists' perceptions and their likelihood of revisiting the destination.

The study finds that while the brand story is the most salient predictor of brand

attitude, the sensescape dimension has a greater impact on revisit intention. This

implies that the immersive sensory experiences and the overall ambiance of a

destination have a stronger influence on tourists' intention to revisit, compared to the

narrative or storytelling aspects of the brand.

Theoretically, the study contributes to the understanding of the role of brand

gestalt in the context of tourism destinations and highlights the importance of sensory

experiences in shaping tourists' attitudes and revisit intentions. Managerially, the study

suggests that destination marketers should focus on crafting compelling brand stories

and creating immersive sensory experiences to enhance brand attitude and increase

the likelihood of repeat visits.

This study provides insights into the factors influencing tourists' attitudes and

intentions to revisit a destination, specifically in the context of brand gestalt and sensory

experiences.

Schwartz personal values, theory of planned behavior and environmental

consciousness: How tourists’ visiting intentions towards eco-friendly

destinations are shaped?

A study by Ahmad (2020) titled "Schwartz Personal Values, Planned Behavior

Theory, and Environmental Affairs: How Are Tourism Intentions to Visit Eco-Friendly
Destinations Shaped?" We are investigating the factors that form the friendly

destination.

This study integrates Schwartz's theory of personal values and planned behavior

and explores the role of personal values and environmental awareness in influencing

tourists' intentions to visit environmentally friendly destinations. The questionnaire

includes items on personal values, attitudes, subjective norms, perceived behavioral

control, environmental awareness, and intentions to visit eco-friendly destinations.

The results of this study suggest that personal values, particularly those of self-

transcendence and conservation, have a significant impact on tourist attitudes,

subjective norms, and perceived behavioral control when visiting environmentally

friendly destinations. It shows giving.

Environmental awareness was found to mediate the relationship between

personal values and visit intentions, suggesting that tourists' perceptions and concerns

about the environment are important in shaping their intention to visit environmentally

friendly destinations. suggested to play a role. This study highlights the importance of

personal values and environmental awareness in influencing tourists' intentions to visit

green destinations. This suggests that individuals who prioritize values of self-

transcendence (such as philanthropy and universalism) and values of conservation

(such as environmentalism and conservation) have a positive attitude, are aware of

social norms, and engage in eco-activities. suggesting that they are likely to be aware of

the controls over their visit to. -Friendly destinations.

This study emphasizes the role of environmental awareness as a mediator,

suggesting that tourists' perceptions of environmental issues and their conscious efforts
to protect the environment mediate the relationship between personal values and visit

intentions. pointed out. By understanding the impact of personal values and

environmental awareness, target marketers can develop targeted marketing strategies

that align with the values of tourists and help the environment by visiting eco-friendly

destinations. You can highlight the advantages above.

This study contributes to our understanding of the factors that influence tourists'

intentions to visit environmentally friendly destinations. By integrating personal values,

theories of planned behavior, and environmental awareness, this research provides

insight into the underlying psychological processes and motivations that influence tourist

decision-making regarding green tourism. Provide.

The Importance of Sustainability in the Loyalty to a Tourist Destination through

the Management of Expectations and Experiences

This study of Solis-Radilla et al. (2019) explores how managing expectations and

experiences related to sustainability affects tourist loyalty to a destination. The

questionnaire includes items related to tourists' perceptions of sustainability,

expectations, experience and loyalty to their destination. This research shows that

tourists' perceptions of sustainability have a significant impact on their expectations and

experiences of destinations.

Managing expectations and experiences related to sustainability positively

impacts tourist loyalty to destinations. This study suggests that tourist expectations of

sustainability practices and the resulting experiences associated with sustainability

commitments play an important role in determining destination loyalty. I am

emphasizing. Destination managers and marketers are encouraged to focus on meeting

tourist expectations and providing a positive experience related to sustainability. By

implementing and effectively communicating sustainable practices, and by ensuring that

tourists have a positive experience that meets their sustainability expectations,

destination managers can increase the loyalty and loyalty of their tourists. You can

cultivate your mind. By integrating sustainability into expectations and experience

management, destination managers can strengthen visitor loyalty and contribute to the

long-term success and sustainability of destinations.

The study highlights the importance of communicating sustainability

commitments to tourists and aligning tourist experiences with sustainability

expectations. Overall, this study contributes to understanding the relationship between

sustainability, expectations, experience and loyalty in tourist destinations. By

emphasizing the importance of sustainability in shaping tourist loyalty, this study helps

destination managers and marketers put sustainability at the forefront and promote

positive tourism outcomes. provide insights to develop strategies that create better

experiences.

“Sensing” the destination: Development of the destination sensescape index

This study expands on limited quantitative empirical research on the sensory

aspects of tourist experience by developing a composite index called Destination

Sensescape that assesses the sensory stimuli perceived by tourists during a destination

visit. It is working. Researchers conceptualize the destination sensory landscape as a

formative multidimensional variable comprising five dimensions: the visual landscape,

the olfactory landscape, the gustatory landscape, the acoustic landscape, and the tactile

landscape. A rigorous multistep process based on three empirical studies was

performed to determine the psychometric validity and reliability of the Destination

Sensescape Index. This process involves the development and refinement of 17

elements that integrate the formative index. The tool was then tested with data collected

from visitors to urban areas in the Mediterranean.

Study results demonstrate the psychometric validity and reliability of the

Destination Sensescape Index. This index provides a comprehensive and reliable

measurement tool for assessing the sensory aspects of travel destination visits. The

Destination Sensescape Index allows researchers to quantitatively assess and analyze

the sensory perceptions of tourists during their visit by capturing different aspects of

sensory experience such as visual, olfactory, gustatory, auditory and tactile stimuli.

The operationalization of the Destination-Sensescape structure has practical

implications for the Destination Marketing Organization (DMO). DMOs can use this tool

to better understand and manage the sensory aspects of travel destinations. By

focusing on enhancing the sensory experience for tourists, DMOs can create more

engaging and memorable destination experiences, thereby attracting and retaining

travelers. The development of the Destination Sensescape Index fills a gap in the

literature, provides a valuable tool for quantitative sensory research in tourism research,

and provides a standardized and reliable method for measuring and analyzing the

sensory aspects of the tourism experience. provide. Furthermore, it provides destination

marketers with practical tools to improve their understanding and management of the

sensory aspects of their destinations.

Motivational Factors in Selecting Tourist Destinations in Laguna

Aldueza et al. (2021) aims to analyze the motivating factors that influence the

choice of tourist destinations in Laguna. The focus is on understanding the

psychological profile, preferences and demotivating factors of tourists. The study results

show that the interests, activities and lifestyle of respondents in the Calabarzon region

(Cavite, Laguna, Batangas, Rizal and Quezon) influence their motivations for choosing

tourist destinations. The results suggest that these factors play an important role in

shaping tourist preferences for particular travel destinations.

The study shows that destination image, leisure activities, price, distance and

relatives to visit are important features that influence tourist preferences when choosing

a destination. The study highlights the importance of providing essential amenities and

facilities, ensuring accessibility and maintaining security so that tourists are not hindered

in their choice of travel destination. The study also reveals important associations

between tourist preferences and motivational factors, and between tourist preferences

and psychological profile. These results suggest that tourist preferences are influenced

by factors such as psychological characteristics and the presence or absence of

motivational factors. Understanding these relationships can help develop strategic

marketing plans that address tourist preferences and needs.

This study contributes to our understanding of the motivating factors that

influence the choice of tourist destinations in Laguna. The results provide insights for

destination marketers and policy makers to develop effective marketing strategies and

improve the overall tourism experience.

Travel Motivation and Choice of Destination Attributes: Empirical

Dr. Pakaswar (2020) provides empirical evidence for the factors that influence

the choice of destination attributes by tourists. This study follows a quantitative

approach and uses empirical data to analyze the relationship between travel motivation

and choice of travel destination attributes. The collected data is then analyzed using

statistical techniques to assess the association between travel motivations and the

choice of travel destination attributes. Although specific details of the research

methodology are not provided in the references provided, this study explored various

aspects of travel motivation, including adventure, relaxation, cultural exploration, social

interaction and personal growth. may be investigating. It also explores the importance

and impact of different attributes of travel destinations, such as natural beauty, cultural

heritage, leisure activities, accommodation options, and transportation options.

The results of research work provide empirical evidence for the relationship

between travel motivations and choice of destination attributes. This study may

demonstrate how different travel motivations influence tourist preferences for specific

travel destination attributes. For example, 4,444 adventurous travelers prefer

destinations that offer outdoor activities and adrenaline-pumping experiences.

Relaxation-seeking travelers, on the other hand, may prefer destinations with tranquil

surroundings and wellness facilities. By understanding the relationship between travel

motives and choice of destination attributes, this study contributes to the field of tourism

and destination marketing. Provides insights for destination marketers and policy

makers to tailor their offers and advertising strategies to the specific travel motivations

of their target users.

Theoretical Analysis and Sectoral Insights on Philippines’ Digital Transition as a

Smart Destination

According to Cantero et al. (2022), analysis and development of smart

destinations focuses on interactive and collaborative management approaches to

improve the quality of life of citizens. Information and communication technology (ICT)

and digital platforms are used to improve different aspects of travel destinations.

However, basic data about the current state and smartness of the destination is

important. The Philippines is still in the early stages of smart destination development

and lacks local literature. The purpose of this study is to better understand the

development of smart travel destinations and present theoretical and statistical

evidence.

The study has laid a foundation for the analysis and development of smart travel

destinations in the Philippines by collecting insights from industry players from various

sectors. This study used an evaluative descriptive design and mixed method techniques

including literature review, content analysis, survey methods, and Likert scale analysis.

The results show that stakeholders from different sectors are prioritizing health and

safety for smart development, demonstrating good governance and associated smart

practices in designing experiences. The ultimate goal of intelligent development is to

improve the efficiency of resource management, increase competitiveness and promote

sustainability in travel destinations.

This study contributes to the understanding and development of smart travel

destination analysis and development in the Philippines by providing theoretical and

statistical evidence and insights from industry players. It emphasizes the importance of
incorporating ICT and digital platforms to improve the overall experience and well-being

of the residents and visitors of the destination.

The Role of Sensecapes in Tourist Experiences in Rural Areas

According to Agapito (2013), the sensory appeal of a travel destination is very

important to enable a positive and memorable tourism experience, especially in the

countryside. The five senses of sight, hearing, smell, taste, and touch influence human

perception, memory, and behavior. However, research on sensory experiences in

tourism, especially in rural areas, is lacking.

This paper aims to fill this gap by presenting four of his studies investigating the

role of the sensory landscape in the tourism experience in rural areas. The first study

discusses the theoretical underpinnings of the sensory dimension, and the second

presents a conceptual framework underpinning the relevance of the study of sensory

experiences in tourist perception. A third study used questionnaires sent to tourists

staying in rural accommodation in southwestern Portugal to segment tourists and

increase the specificity of tourism services based on sensory experience. identified

meaningful sensory themes. A fourth study used a two-step data-collection process to

find that a richer sensory tourism experience plays an important role in an individual's

long-term memory, suggesting positive behavior of tourists and their ability to travel to

rural destinations. It shows that you can promote loyalty. Finally, this study highlights

the importance of sensory experiences in rural tourism and provides valuable insights

for destination planners and marketers wishing to create memorable and sustainable

tourism experiences. increase.

Exploring the roles of local food in developing Lenggong Valley as a rural food
tourism destination

The research paper "Exploring the roles of local food in developing Lenggong

Valley as a rural food tourism destination" by Raji et al. (2022) examines the

significance of local food in the development of Lenggong Valley as a rural food tourism

destination. The study focuses on the cultural and historical significance of Lenggong

Valley and its unique local food offerings, including traditional dishes, ingredients,

cooking techniques, and cultural heritage.

The study investigates the potential of local food as a key driver for tourism

development in the rural area and explores ways to leverage local food to promote

Lenggong Valley as a food tourism destination, attracting both domestic and

international tourists. The economic and socio-cultural impacts of developing Lenggong

Valley as a rural food tourism destination, including the benefits for local communities

and businesses, are also examined.

The findings provide insights into the roles of local food in the development of

Lenggong Valley as a rural food tourism destination, emphasizing the importance of

preserving and promoting local culinary traditions. The study contributes to the body of

knowledge in food tourism and destination development, providing valuable insights and

recommendations for policymakers, tourism planners, and local communities interested

in harnessing the potential of local food to drive tourism growth in rural areas. By

showcasing the unique culinary offerings of Lenggong Valley and integrating them into

the tourism experience, the destination can attract a diverse range of tourists and

provide an authentic and memorable experience.

The visitor sensescape in kluane national park and reserve, Canada

An article by Prazeres and Donohoe (2014) entitled Visitor Senses in Canada's

Kluang National Parks and Reserves explored the concept of visitor senses in the

context of Canada's Kluang National Parks and Reserves. I'm here. This study may

explore how visitors experience and perceive sensory aspects of the park, including

visual, auditory, olfactory, tactile and gustatory components. Perhaps we will explore the

role of these sensory experiences in shaping visitors' overall perceptions and

satisfaction with park visits.

Research may include field observations, surveys and visitor interviews to collect

data on sensory experiences in Kluang National Parks and Reserves. You can explore

the park's natural and cultural features that contribute to the sensory landscape for

visitors, including scenic landscapes, wildlife sightings, natural sounds, ambient smells,

tactile experiences, and culinary experience opportunities.

The results of this study provide insight into the importance of visitor sensory

landscape in enhancing the overall tourism experience in Kluang National Parks and

Reserves. This is likely to highlight the importance of sensory stimulation in creating a

memorable and meaningful experience for visitors. While emphasizing the need to

protect and preserve the sensory nature of parks, this study also allows us to discuss

the impact of these sensory experiences on park management and visitor education.

This research has the potential to contribute to the unconventional parks, tourism and

recreational research field by focusing on the sensory aspects of the visitor's

experience. By understanding and evaluating visitors' sensory landscapes, park

managers and tourism stakeholders can design and manage experiences that cater to
visitors' sensory preferences. This will lead to increased visitor satisfaction, positive

word of mouth, and sustainable development of the park as a tourist destination.

Rethinking Place Branding and the ‘Other’Senses

In Medway's (2015) book chapter Rethinking Place Branding and 'Other' Senses,

she critically examines the role of sensory experience in place branding. The authors

challenge the traditional visual image focus and advocate a more holistic approach that

includes the 'other' senses (auditory, olfactory, tactile and gustatory) in the branding

process. In this chapter, we may consider how sensory experience contributes to the

formation of place identity and the creation of a distinct sense of place. research can

also explore the potential of sensory branding to differentiate locations and improve

competitiveness in the global marketplace. You can also discuss the challenges and

opportunities associated with implementing a sensory branding approach and the

potential benefits for communities and businesses. The findings of this chapter provide

a new perspective on place branding and the implications of using multiple senses to

create a more holistic and immersive experience for residents, visitors and potential

investors. Emphasizing importance.

This likely highlights the need for cooperation among stakeholders, including

local governments, businesses, cultural institutions and local residents, to effectively

develop and implement sensory branding efforts. This chapter may contribute to the

field of place branding by expanding the understanding and application of sensory

marketing principles in the promotion of places. A multi-sensory approach to place

branding enables destinations to differentiate, foster emotional connections and create

a strong sense of place that resonates with diverse audiences.

Expanding theory of tourists' destination loyalty: The role of sensory impressions

The research paper by Lv and McCabes (2020) delves into the intricate

relationship between sensory impressions and tourists' loyalty towards a destination.

This study meticulously examines how sensory experiences shape tourists' perceptions

and behaviors, with a particular focus on visual, auditory, olfactory, tactile, and gustatory

stimuli. The profound findings shed light on the paramount importance of crafting

positive sensory experiences, as they have the potential to heighten satisfaction levels

and significantly increase the likelihood of revisiting or recommending a destination.

This research endeavors to identify specific sensory elements that wield a

substantial impact on tourists' loyalty. These elements may include iconic landmarks,

breathtaking natural landscapes, delectable local cuisine, captivating music, alluring

scents, or even engaging tactile interactions. By pinpointing these influential sensory

factors, this study contributes significantly to the broader field of tourism management. It

underscores the pressing need for destination marketers and managers to meticulously

consider the sensory aspects of the visitor experience, thereby enabling them to create

truly memorable and captivating sensory encounters.

Lv and McCabes' (2020) research paper offers a comprehensive exploration of

the intricate relationship between sensory impressions and tourists' loyalty towards a

destination. By emphasizing the significance of positive sensory experiences, this study

provides invaluable insights that can revolutionize the way destination marketers and
managers approach their craft. By thoughtfully considering and incorporating sensory

elements into the visitor experience, these professionals can create truly remarkable

and engaging encounters that leave a lasting impact on tourists, ultimately fostering

loyalty and advocacy for the destination.

Natural soundscapes and tourist loyalty to nature-based tourism destinations

According to Jiang et al. (2018) study likely focuses on the role of natural

soundscapes in shaping tourists` perceptions and experiences in nature-based tourism

destinations. The research may involve on-site observations, surveys, and interviews

with tourists visiting nature-based tourism destinations. It may examine the influence of

different natural soundscapes on tourists' emotional responses, perceived authenticity,

and overall satisfaction with their visit. The study may also explore the specific

mechanisms through which natural soundscapes impact tourist satisfaction, such as

their ability to induce relaxation, enhance immersion, or create a sense of connection

with nature.

The findings of the study likely highlight the mediating role of tourist satisfaction

in the relationship between natural soundscapes and loyalty. It may suggest that

positive experiences with natural soundscapes contribute to higher levels of satisfaction,

which, in turn, lead to increased loyalty and intention to revisit or recommend the

destination. The research may provide practical implications for destination managers

and marketers in nature-based tourism. It may emphasize the importance of preserving

and enhancing natural soundscapes as a means to enhance tourist satisfaction and

loyalty. By highlighting the relationship between natural soundscapes, tourist

satisfaction, and loyalty, the study contributes to the field of travel and tourism

marketing. The research encourages destination managers to consider the acoustic

environment as an important element in providing memorable and satisfying

experiences for nature-based tourists.

Tourists' memories, sensory impressions and loyalty

Agapito (2017) research article explores the relationship between tourists'

memories, sensory impressions, and loyalty to a specific tourism destination in

Southwest Portugal. The study aims to understand how sensory experiences and

memories formed during the visit influence tourists' loyalty behaviors. The research will

involve both in-site and post-visit studies, gathering data from tourists visiting the

destination. The study explores the role of sensory impressions, including visual,

auditory, olfactory, tactile, and gustatory stimuli, in shaping tourists' memories of the

destination. The findings provide insights into the relationship between sensory

experiences, memories, and loyalty, emphasizing the importance of creating positive

sensory experiences during the visit.

The research may identify specific sensory elements that significantly impact

tourists' memories and loyalty, such as iconic landmarks, local cuisine, natural beauty,

or cultural traditions. The findings may have implications for destination management,

marketing, and experience design, suggesting strategies for enhancing sensory

impressions and creating memorable experiences that foster loyalty. The study

contributes to the field of tourism management by emphasizing the need for destination

managers to focus on holistic sensory experiences that leave a lasting impression on

tourists, leading to increased satisfaction, positive memories, and long-term loyalty,

benefiting both the destination and the tourism industry.

Urban sensory map: How do tourists “sense” a destination spatially?

The article "Urban sensory map: How do tourists'sense' a destination spatially?"

by Li, Li, Zou, Yi Zhang, and Cao (2023) investigates how tourists perceive and

experience a destination spatially through their senses. The study collects data from

tourists visiting an urban destination through surveys, interviews, or observations. It

examines how tourists perceive and interpret various sensory cues in the urban

environment, including visual elements, sounds, smells, textures, and tastes.

The findings provide insights into how tourists "sense" a destination spatially and

navigate through it based on their sensory perceptions. The research highlights the

importance of considering sensory elements in destination planning, design, and

management. Strategies for enhancing sensory experiences in urban destinations

include incorporating public art installations, creating pedestrian-friendly streetscapes,

and promoting local cuisine and cultural traditions. The urban sensory map can also be

used for destination marketing and visitor experience, guiding tourists and helping them

discover new sensory experiences.

The research emphasizes the role of sensory branding in creating a unique and

memorable sense of place that resonates with tourists and encourages repeat visitation.

The study contributes to the field of tourism management by highlighting the

multifaceted nature of tourists' experiences and the importance of considering sensory

elements in destination planning and design.

Understanding How Multi-sensory Spatial Experience Influences Atmosphere,

Affective City Image and Behavioural Intention

The study by Tianchen Dai and Xing Zheng (2021) investigates the relationship

between multi-sensory spatial experiences, the atmosphere of a city, affective city

image, and tourists' behavioral intentions. The research involves collecting data from

tourists visiting a city through surveys, interviews, or observations. The study examines

how tourists perceive and interpret various sensory stimuli in the urban environment,

including visual elements, sounds, smells, textures, and tastes. It investigates how

these experiences shape tourists' perceptions of the city's atmosphere, affective city

image, and their intentions to engage in certain behaviors, such as revisiting or

recommending the city to others.

The findings provide insights into how multi-sensory spatial experiences

influence tourists' affective city image, highlighting the role of sensory elements in

shaping their cognitive and emotional impressions of the city. The research may identify

specific sensory cues that significantly impact tourists' affective city image, such as

iconic landmarks, local cuisine, street performances, or natural scenery. The

implications of the findings for destination marketing and management include

suggesting strategies for enhancing multi-sensory spatial experiences to create a

positive affective city image and encourage desired behaviors. This may include

improving public spaces, promoting cultural and gastronomic experiences, or

incorporating sensory branding in destination marketing campaigns.

The study contributes to environmental impact assessment and destination

management by highlighting the importance of considering sensory elements in urban

planning and design to create more appealing and engaging environments for tourists.

Destination managers should leverage the power of sensory experiences to shape

tourists' perceptions, emotions, and intentions, ultimately enhancing the overall visitor

experience and promoting sustainable tourism development.

When birds flock together: An identification of the destination social

servicescape

The research article by Line, Hanks, and McGinley (2018) explores the concept

of the destination social servicescape and its key components. It aims to understand

how social interactions and services within a destination contribute to tourists'

experiences and perceptions. The study likely collected data from tourists visiting a

specific destination using surveys, interviews, or observations. Key components of the

destination social servicescape include interactions with locals, hospitality services,

cultural events, and social amenities. The findings provide insights into key components

that significantly impact tourists' experiences and perceptions, such as the friendliness

of locals, customer service quality, socializing opportunities, and inclusiveness of social

activities. The article may also discuss the implications of the findings for destination

marketing and management, suggesting strategies to enhance the destination social

servicescape, such as promoting local interactions, improving hospitality services,

organizing social events, and fostering a sense of community among visitors and

residents.

This contributes to the field of travel and tourism marketing, emphasizing the

importance of social interactions and services in shaping tourists' experiences and

perceptions of a destination. Destination managers should prioritize the social aspect of

the visitor experience to create an inclusive and welcoming social environment that

enhances satisfaction and encourages repeat visitation.

A model of perceived image, memorable tourism experiences, and revisit

intention

Zhang et al., (2018) conducted a study on the relationship between perceived

image, memorable tourism experiences, and revisit intention. The study aimed to

understand how tourists' perceptions of a destination's image, memorable experiences,

and their intention to revisit are interconnected. The researchers collected data from

tourists who visited a specific destination using surveys or interviews. The study

discussed the concept of perceived image, which influences tourists' expectations and

motivations to visit. Memorable tourism experiences, such as interactions with locals,

unique cultural activities, scenic beauty, and high-quality services, significantly impact

tourists' memories and satisfaction.

The findings provide insights into the relationship between perceived image,

memorable tourism experiences, and revisit intention. Positive perceptions of a

destination's image contribute to creating memorable experiences, which in turn

influence tourists' intention to revisit the destination. The study's implications for

destination marketing and management include strategies to enhance the perceived

image of a destination, such as improving the destination's reputation, promoting unique

experiences, and providing high-quality services. The research encourages destination

managers to focus on delivering exceptional experiences that leave a lasting impression

on tourists and motivate them to revisit.

Destination personality and destination image

The research article by Souiden et al., (2017) examines the relationship between

destination personality and destination image, focusing on how the perceived

personality of a destination influences tourists' perceptions and attitudes towards the

destination. The study collected data from tourists who visited a specific destination and

used surveys or questionnaires to gather information about their perceptions of the

destination's personality and image. The concept of destination personality refers to the

perceived characteristics and traits associated with a destination, such as friendliness,

excitement, authenticity, or sophistication.

The study also examines the role of destination image in shaping tourists'

perceptions and attitudes towards a destination, considering factors such as reputation,

cultural heritage, natural beauty, hospitality, or entertainment options. The findings

provide insights into the relationship between destination personality and destination

image, highlighting how the perceived personality of a destination influences tourists'

perceptions and evaluations of the destination's image. The article may also discuss the

implications of the findings for destination marketing and management, suggesting

strategies for managing and promoting a destination's personality to shape a desired

image. This includes initiatives to highlight and reinforce specific personality traits

through marketing campaigns, destination branding, and unique experiences.

Destination branding: Opportunities and new challenges

Ruiz-Real et al (2020) study contributes to the field of hospitality and tourism

management, emphasizing the importance of understanding and managing the

perceived personality of a destination to shape a positive image and attract tourists.

Destination managers should focus on developing a distinct and appealing personality

that aligns with the target market's preferences and expectations.

The research article explores destination branding and its opportunities and

challenges in the competitive tourism industry. The study examines existing research,

case studies, and industry reports to identify opportunities and challenges in destination

branding. The importance of destination branding in attracting tourists, fostering positive

perceptions, and distinguishing a destination from competitors is discussed.

Opportunities include leveraging cultural heritage, natural resources, historical

landmarks, and activities. The article also addresses new challenges in the digital age

and social media, such as user-generated content, online reviews, and influencer

marketing. The findings provide insights into the current landscape of destination

branding and offer practical recommendations for destination managers and marketers

to enhance their branding efforts.

The study contributes to the field of destination marketing and management,

emphasizing the need for destinations to continuously adapt and innovate in their

branding strategies to remain competitive and resonate with evolving travelers' needs.
Multisensory image as a component of destination image

The research article by Xiong et al., (2015) explores the role of multisensory

image in destination image formation. It aims to understand how tourists' sensory

experiences contribute to their overall perception of a destination. The study collected

data from tourists who visited a specific destination and used surveys or questionnaires

to gather information. The article discusses the importance of considering sensory

aspects in destination marketing and management, such as creating visually appealing

landscapes, pleasant soundscapes, unique local flavors, and incorporating tactile

elements in the built environment.

The findings may also have implications for destination marketers and managers,

suggesting strategies for designing and promoting sensory experiences that align with

the desired destination image. The research encourages marketers and managers to

consider the multisensory aspect of the visitor experience and create memorable and

distinctive sensory encounters that enhance the overall destination image.

References:

Abdul Raji, Mohd Nazri & Ab Karim, Muhammad & Che Ishak, Farah Adibah & Arshad,
Mohd Mursyid & Abdul Majid, Mohd Aliff. (2022). Exploring the roles of local food in
developing Lenggong Valley as a rural food tourism destination. 18. 10.17576/geo-
2022-1802-02.

Agapito, D., Pinto, P., & Mendes, J. (2017). Tourists' memories, sensory impressions
and loyalty: In loco and post-visit study in Southwest Portugal. Tourism Management,
58, 108-118.

Ahmad, W., Kim, W. G., Anwer, Z., & Zhuang, W. (2020). Schwartz personal values,
theory of planned behavior and environmental consciousness: How tourists’ visiting
intentions towards eco-friendly destinations are shaped? Journal of Business Research,
110, 228–236. https://doi. org/10.1016/J.JBUSRES.2020.01.040
Aldueza, Bridget Melody M., Laguda, Edralyn M., Tecson, Hector C., Tolentino, Krisnle
Yale E. (2021). Motivational Factors in Selecting Tourist Destinations in Laguna. Asia
Pacific Journal of Management and Sustainable Development Vol. 9 No. 2, 53-60
October 2021 Part II ISSN 2782-8557. https://research.lpubatangas.edu.ph/wp-
content/uploads/2022/02/06-APJMSD-2021-6-1.pdf

Amelia, M., Cornelia, P. and Diana, M. (2017), “Study regarding the impact of farm
tourism and agrotourism on rural area”, Agricultural Management/Lucrari Stiintifice Seria
I, Management Agricol, Vol. 19 No. 3, pp. 125-128.

Cantero, Kim Niño G. et al. THEORETICAL ANALYSIS AND SECTORAL INSIGHTS

ON PHILIPPINES’ DIGITAL TRANSITION AS A SMART DESTINATION. International
Journal of Social Science Research, [S.l.], v. 4, n. 2, p. 183-194, june 2022. ISSN 2710-
6276.https://myjms.mohe.gov.my/index.php/ijssr/article/view/18714

Cruz-Tamayo, Edna M., et al. "Economic Impacts of Farm Tourism in Batangas

Province, Philippines." International Journal of Economics, Commerce and
Management 6, no. 2 (2018): 39-48.

D. Medway (2015). Rethinking place branding and the ‘other’senses. ISBN : 978-3-319-
12423-0. DOI: 10.1177/1470593115619970

Daniela Buzova, Silvia Sanz-Blas, Amparo Cervera-Taulet (2021). “Sensing” the

destination: Development of the destination sensescape index.
https://doi.org/10.1016/j.tourman.2021.104362

Department of Tourism (DOT) (2014). Rules and regulations to governing the

accreditation of agri-tourism/farm site. Retrieved on 04/01/2019 from
http://www.visitmyphilippines.com

Dinis, I., Simões, O., Cruz, C., & Teodoro, A. (2019). Understanding the impact of
intentions in the adoption of local development practices by rural tourism hosts in
Portugal. Journal of Rural Studies, 72, 92–103
https://doi.org/10.1016/j.jrurstud.2019.10.002.

Dora Lúcia Miguel Agapito (2013). The Role of Sensecapes in Tourist Experiences in
Rural Areas. oai:sapientia.ualg.pt:10400.1/7776
Dr Pinky Pawaskar, D. N. (2020). Travel Motivation and Choice of Destination
Attributes: Empirical. International Journal of Advanced Science and Technology, 2-4.

Gregorio, Jan R., et al. "Customer Satisfaction and Factors Influencing Repeat Visitation
to Strawberry Farms in Benguet, Philippines." Journal of Gastronomy and Tourism 5,
no. 1 (2020): 1-14.
Huahua Li, Mimi Li, Huixia Zou, Yi Zhang, Jingjing Cao, (2023) Urban sensory map:
How do tourists “sense” a destination spatially?, Tourism Management, Volume 97,
2023, 104723, ISSN 0261-5177, https://doi.org/10.1016/j.tourman.2023.104723.

Hung, W.-T., Ding, H.-Y. & Lin, S.-T. (2015). Determinants of performance for
agritourism farms: an alternative approach. Current Issues in Tourism, 19(13), 1281–
1287.

Jȩczmyk, A., Uglis, J., Graja-Zwolińska, S., Maćkowiak, M., Spychała, A., & Sikora, J.
(2015). Research Note: Economic Benefits of Agritourism Development in Poland — An
Empirical Study. Tourism Economics, 21(5), 1120–1126.

J. Jiang, J. Zhang, H. Zhang, B. Yan (2018). Natural soundscapes and tourist loyalty to
nature-based tourism destinations: The mediating effect of tourist satisfaction. Journal
of Travel & Tourism Marketing, 35 (2) (2018), pp. 218-230

Joseph P. Valencia, Calyd T. Cerio & Rhesty R. Biares (2022) Tourists’ motives and
activity preferences to farm tourism sites in the Philippines: application of push and pull
theory, Cogent Social Sciences, 8:1, DOI: 10.1080/23311886.2022.2104706

Kim Nino G. Cantero , Ma. Leslie B. Basallo , Julius O. Basallo , Queeny Marie B. Abad,
2022). On Research Brass Tacks: A Pre-Evaluation of An InstitutionalDriven Farm
Tourism Site Development in Southern Philippines. Asian Journal of Arts, Culture and
Tourism e-ISSN: 2710-5830 | Vol. 4, No. 1, 10-23, 2022.
https://doi.org/10.55057/ajact.2022.4.1.2

Laguador, J. M., & Santos, B. B. (2018). Farm Tourism Development in the Philippines:
The Case of Batangas Province. Journal of Environmental Science and Management,
21(1), 36-46.

Luzviminda Tugade (2020). Re-creating farms into Agritourism: Cases of selected

micro-entrepreneurs in the Philippines. African Journal of Hospitality, Tourism and
Leisure, Volume 9(1) - (2020) ISSN: 2223-814X.
https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_50_vol_9_1__2020_phillipines.p
df

Line, N. D.; hanks, L., & McGinley, S. (2018). When birds flock together: An
identification of the destination social servicescape. Journal of Travel & Tourism
Marketing, 35(7), 882-894.https://doi.org/10.1080/10548408.2018.1445065
Lv, X., & McCabe, S. (2020). Expanding theory of tourists' destination loyalty: The role
of sensory impressions. Tourism Management, 77, 104026.

Magtibay-Ramos, N., & Santos, B. B. (2019). Farm Tourism in the Philippines:

Enhancing Local Economic Development through Sustainable Tourism. International
Journal of Environmental, Chemical, Ecological, Geological and Geophysical
Engineering, 13(11), 819-824.

Mahaliyanaarachchi, R. (2015). Agri tourism farm and farm stay. Sabaragamuwa

University of Sri Lanka. https://doi.org/10.12140/RG.2.1.3938.4721
Mastronardi, L., Giaccio, V., Giannelli, A. and Scardera, A. (2015) Is Agritourism Eco-
Friendly? A Comparison between Agritourisms and Other Farms in Italy Using Farm
Accountancy Data Network Dataset. SpringerPlus, 4, Article No. 590.
https://doi.org/10.1186/s40064-015-1353-4

Paladan, N. (2020) Community-Based Approach in Developing Farm Tourism. Open

Access Library Journal, 7, 1-15. doi: 10.4236/oalib.1107043.

Prazeres and Donohoe, (2014). The visitor sensescape in kluane national park and
reserve, Canada. Journal of Unconventional Parks, Tourism & Recreation Research, 5
(2) (2014).

Ramirez, R. V., et al. (2016). Motivations and Satisfactions of Tourists Visiting Farms in
Tarlac Province. Philippine Journal of Development, 43(1), 1-18.

Ronny H. Walean, Lies Wullur, and Deske W. Mandagi (2023). Constructing a

Destination Gestalt Model: Brand Gestalt, Brand Attitude, and Revisit Intention. Asia-
Pacific Social Science Review. Vol. 23 No. 1.
https://www.dlsu.edu.ph/wp-content/uploads/pdf/research/journals/apssr/2023-march-
vol23-1/ra-8.pdf

Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding:

Opportunities and new challenges. Journal of Destination Marketing & Management, 17,
100453. https://doi.org/10.1016/j.jdmm.2020.100453

SEARCA (2019). Philippines Recognized as a Top Agritourism Destination

Solís-Radilla, M.M.; Hernández-Lobato, L.; Callarisa-Fiol, L.J.; Pastor-Durán, H.T. The

Importance of Sustainability in the Loyalty to a Tourist Destination through the
Management of Expectations and Experiences. Sustainability 2019, 11, 4132.
https://doi.org/10.3390/su11154132

Souiden, N., Ladhari, R., & Chiadmi, N. E. (2017). Destination personality and
destination image. Journal of Hospitality and Tourism Management, 32, 54-70.
https://doi.org/10.1016/j.jhtm.2017.04.003

Southeast Asian Regional Center for Graduate Study and Research Agriculture (2017).
FarmtTourism to enhance sustainable agricultural and rural development, agritourism
bill to be signed into law. https://www.searca.org/press/farm-tourism-to-enhance-
sustainableagricultural-and-rural-development-agritourism-bill-to-be-signed-into-law

Tianchen Dai, Xing Zheng (2021). Understanding how multi-sensory spatial experience
influences atmosphere, affective city image and behavioural intention, Environmental
Impact Assessment Review, Volume 89, 2021, 106595, ISSN 0195-9255,
https://doi.org/10.1016/j.eiar.2021.106595.

Xiong, Jia & Hashim, Noor & Murphy, Jamie. (2015). Multisensory image as a
component of destination image. Tourism Management Perspectives. 14.
10.1016/j.tmp.2015.03.001.

Yamagishi, Kafferine & Gantalao, Cecil & Ocampo, Lanndon. (2021). The future of farm
tourism in the Philippines: challenges, strategies and insights. Journal of Tourism
Futures. ahead-of-print. 10.1108/JTF-06-2020-0101.

Yeboah, A., Owens, J., Bynum, J. & Okafor, R. (2016) Case Studies of Agritourism
among Small Farmers in North Carolina, 3.

Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable
tourism experiences, and revisit intention. Journal of Destination Marketing &
Management, 8, 326-336. https://doi.org/10.1016/j.jdmm.2017.06.004.