Tourism promotion: Challenges and difficulties of one town one product (OTOP) producers in the Province of Iloilo

Abstract

This study aimed to explore the challenges and difficulties of the One Town, One Product (OTOP) program in the Province of Iloilo, specifically in the Municipality of Tigbauan, Leon, Badiangan, Dueñas, and Carles. The research focused on understanding how local products, such as bananas, mangoes, ginger, organic fertilizer, and seafood, are promoted and sustained through OTOP, and how this program helps the local economy. Interviews were conducted with local producers, government officials, and tourism officers to understand their experiences and strategies in promoting local products. The findings showed that local producers were mainly motivated by the need to improve their livelihoods and support their families. OTOP products provided a steady source of income and a way to showcase their community’s identity through locally made goods. However, producers faced challenges such as limited resources, climate change, and difficulty accessing markets. Despite these challenges, they stayed committed to their work because of their strong connection to their community’s culture and the potential for economic growth. Government officials and tourism officers played an important role by providing training, marketing support, and organizing trade fairs. This study concluded that supporting local producers is key to the success of OTOP. Recommendations include improving market access, strengthening local branding, providing more training for producers, and using tourism to promote these products. By working together, local governments and producers can help OTOP continue to grow the economy and preserve local traditions.