Appreciation, creativity and sustainability in promoting Agri-tourism: A multi-stakeholders’ perspective

Abstract

This study examines the appreciation, creativity, and sustainability of agri-tourism from multiple stakeholder perspectives to develop a strategic tourism plan for Iloilo Province. Using a descriptive-correlational quantitative design, data were collected from 122 stakeholders, including tourists, farm operators, community members, and government agencies. Findings reveal strong appreciation for agri-tourism’s cultural, environmental, and recreational value, with creativity highlighted through immersive farm activities and local food experiences. Sustainability was rated highly across economic, social, and environmental dimensions, emphasizing agri-tourism’s role in employment, community development, and conservation. Statistical analysis showed that local stakeholders demonstrate greater appreciation and creativity than foreign tourists, while sustainability perceptions were consistent across demographics. The study concludes that agri-tourism in Iloilo has significant potential for sustainable rural development. It recommends improving infrastructure, enhancing community participation, strengthening marketing, and increasing government support to promote agri-tourism’s educational, economic, and environmental benefits, ensuring long-term growth while preserving cultural and natural heritage.