Appreciation, creativity and sustainability in promoting agri-tourism: A multi-stakeholders' perspective

Abstract

This study examines the appreciation, creativity, and sustainability of agritourism from a multi-stakeholder perspective to develop a strategic tourism plan for Iloilo Province. It explores how tourists, local communities, tourism managers, and government agencies contribute to agritourism development and identifies factors influencing stakeholder engagement, the role of creativity in enhancing experiences, and sustainability measures for long-term benefits to local communities and the environment. A mixed-methods approach was employed, integrating quantitative and qualitative data collection. The quantitative phase involved 122 stakeholders, including 15 farm operators, selected using G*Power software. Data were gathered through a researcher-made questionnaire and analyzed using frequency counts, percentages, means, standard deviation, t-tests, and One-Way ANOVA. The qualitative phase included semi-structured interviews with 12 purposively selected stakeholders, analyzed thematically to capture recurring themes and insights. Findings indicate strong stakeholder appreciation for agritourism, emphasizing cultural, environmental, and recreational value. High ratings were given to aesthetic appeal, hands-on activities, and cultural authenticity, supported by themes of scenic beauty, cultural integration, and environmental harmony. Creativity was identified as a key factor in agritourism development, with stakeholders highlighting immersive farm experiences, local food offerings, and educational activities as essential attractions. Sustainability was also rated highly across economic, social, and environmental dimensions, with agritourism contributing significantly to employment, financial stability, community development, conservation efforts, and eco-friendly practices. Statistical analysis revealed that local stakeholders exhibit greater appreciation and creativity recognition than foreign tourists, while sustainability perceptions remain consistent across demographics. Qualitative findings suggest that targeted promotional efforts, enhanced storytelling, and immersive experiences could increase foreign tourists’ engagement and appreciation. The study concludes that agritourism in Iloilo holds substantial potential for sustainable rural development. Recommendations include improving infrastructure, fostering stronger community participation, enhancing marketing strategies, and increasing government support. By integrating education, sustainability, and economic viability, agritourism can strengthen local economies while preserving cultural and environmental assets.