The awareness and authenticity of gastronomic tourism in Ilocos Region

Abstract

Gastronomy is an important part of tourism and provides a strong image with a unique attraction for the region in developing the destination, under pressure from the tourism competition. This study aimed to propose a framework of gastronomic tourism in Ilocos region. Specifically, present the profile of the respondents; determine the factors affecting gastronomic products' potential; identify the impacts of gastronomic tourism, evaluate the gastronomy destination; to test the significant difference among the responses when grouped according to profile; test the significant relationship among three major variables; and propose a framework for gastronomical tourism. The researcher employed the descriptive research method. The survey instrument consisted of items intended for the profiling of the respondents and utilized a 4-point Likert type scale. A sample size of 395 local and foreign tourists travelling in Ilocos Region were used in the study. Frequency distribution, percentage, weighted mean, Independent sample T-test, Analysis of Variance and Pearson Product Moment Correlation were used as statistical tools. Based on the result, Majority of the respondents are female, belong to the age bracket of 26-40 years old; are local tourists, leisure seekers and travel once a year. The most familiarIlocano dish is Longanisa; Gastronomic product has potential attractiveness in terms of preserving cultural heritage, adding destination authenticity value, marketing, motivation and gastronomy destination; Gastronomic tourism has impact in Ilocos region in terms of economic, social and cultural aspects; The respondents have an excellent gastronomic experience and they are satisfied with the food they eat when they visited the Ilocos region;There is a significant difference on assessment of the factors affecting gastronomic potential attractiveness, impact of gastronomic tourism and gastronomy destination when grouped according to profile; Highly significant relationship exists between gastronomic products potential attractiveness, impacts of gastronomic tourism and gastronomy destination. Highly significant relationship also exists between impacts of gastronomic tourism and gastronomy destination and A framework of gastronomic tourism in Ilocos Region that is patterned after the findings of this study is hereby proposed.

Tourists' Role in Achieving Sustainable Gastronomy

“…This has increased the demand for organic, natural, and functional foods. Baby boomers are willing to pay top dollar for products that are considered healthier and beneficial to their health (Etrata, 2021). In addition, baby boomers have also played a role in the rise of culinary tourism.…”

“…Today, much of gastronomic knowledge is disseminated through social media and online platforms. Baby boomers, however, are often not as familiar with or skilled at using modern technology, such as social media and digital platforms, limiting their ability to share knowledge about gastronomy widely (Etrata, 2021). Moreover, Wigfield (2014) Baby boomers also tend to prefer traditional ways of spreading knowledge about gastronomy; this generation prefers to acquire gastronomic knowledge through face-toface interaction with others or traditional media such as books, magazines, or television shows.…”