Farmers’ Awareness and Perceptions in Agritourism Participation in Calaanan Bongabon Nueva Ecija: A basis of Marketing Development Plan

Abstract

Agriculture is one of the top sources of livelihood of the residents of Calaanan Bongabon, Nueva Ecija, and since the area which is surrounded with great scenery, agritourism is slowly being introduced. With the potentials that agritourism has for the area and for the farmers, the researchers came to assess the awareness and perceptions of the farmers in agritourism participation in Calaanan, Bongabon, Nueva Ecija. The proponents derived the responses from twenty participants using quantitative research design. The result showed that there was high level of awareness to participate in agritourism specifically in awareness on the opportunity to develop connections to urban dwellers to rural culture and lifestyles. The farmers perceived agritourism as possible help to farmers to increase their standard of living. Moderate level of willingness to participate in agritourism was noted, this is due to challenges in lack of capital, the technical know-how on managing agritourism business, and unidentified target customers and others. This study has recommendations to address the challenges which may also be a basis of marketing development plan.