" The Economic and Cultural Potential of Mango Picking and Bamboo

Craft Farm Tourism in Barangay. Doyong, San Carlos City,

Pangasinan: A Sustainable Agri-Tourism Proposal"

An Undergraduate Research Study Presented to the Faculty Members

of the Department of Hospitality Management
Pangasinan State University
San Carlos Campus
San Carlos City, Pangasinan

In Partial Fulfillment
of the Requirements for the Course
Bachelor of Science in Hospitality Management

Researchers

Caranto, Richelle Ann R.

De Guzman, Monica T.
Eliang, Eunice B.
Rosario, Christian R.
Soriano, John Rafael D.
Tagulao, Angela S.

May 2024
 CHAPTER 1

INTRODUCTION

Rationale

Philippines is known for being an archipelago with rich culture and

beautiful scenic spots. Its tourism industry has been recognized as a

powerful fuel for sustainable economic growth (Pilapilc-Anasco & Lizada,

2014 ). Moreover, in the first two months of 2019, the foreign tourists coming

to the country continued to increase with 5.9 percent (Rocamora, 2019).

Similarly, the country’s agriculture plays an important role on its

economy. However, it’s contribution in the gross domestic product

decreased to 10% last 2017 (Brown, 2017).

Agritourism or farm tourism is the process of attracting visitors and

travelers to agricultural areas, generally for educational and recreational

reasons (Lamb, 2008; Veeck et al. 2006). In fact, it is one of the fastest

growing sectors of the economy, in which the R.A> 10816 or the Farm

Tourism Development Act of 2016 was established and signed into law to

provide guidelines for the promotion and development of farm tourism or

agri-tourism in the Philippines (Esguaerra, 2020).

Moreover, the exploration of agri-tourism is increasingly recognized

as essential for sustainable rural development. According to study by

Sharpley and Vass (2006). agriculture-based tourism offers opportunities to

rural communities to diversify their economic activities beyond traditional

farming, thereby enhancing income generation and livelihood opportunities.

Additionally, agri-tourism initiatives contributes to the preservation to the

cultural heritage by showcasing local traditions, cuisines, and lifestyles to

visitors (Royo-Martinez et all., 2017).

Furthermore, the City of San Carlos known as home of Amputi layags

(brave people), and Saint Dominic Church; declared by Pope Francis as the

Minor Basilica of Dominic on July 6, 20222 and solemnly proclaimed on

January 14, 2023, is also the home of the Mango - Bamboo Festival. San

Carlos City is known as the center of trading of mango and bamboo products

in the province of Pangasinan. Products include nipa huts, hand-woven

items such as baskets, furnitures, cabinets, lamp shades, etc. The fest had

become an opportunity for producers and traders to establish connections

for business endeavors. In 2008, it was reported that the city had over

127,000 fruit-bearing mango trees. The city is also known for carabao

mangoes and other cultivars of the fruit (San Carlos City Tourism Page).

In line with that, this study aims to propose the economic and cultural

potential of Mango Picking and Bamboo Craft Farm Tourism in San Carlos

City, Pangasinan paving the way for the city’s sustainable agri-tourism.

Theoretical Framework

This study is grounded on several theories and concepts, including

sustainable tourism, agri-tourism development, and cultural heritage

preservation.
 This research is anchored on the concept of Sustainable Tourism

Development. According to Butler's Tourism Area Life Cycle (1980), tourism

development follows stages from exploration to decline, depending on how

well the destination adapts to changing conditions. To prevent the eventual

decline, destinations need to integrate sustainable practices that ensure

long-term benefits for local communities, the environment, and tourists alike.

Sustainable tourism, as defined by the United Nations World Tourism

Organization (UNWTO), aims to "meet the needs of present tourists and

host regions while protecting and enhancing opportunities for the future"

(UNWTO, 2018). This concept is particularly relevant to San Carlos City,

where mango frams and bamboo crafting—rooted in local culture—can be

leveraged to create an agri-tourism experience that fosters economic growth

without compromising environmental and cultural integrity.

The concept of Agri-Tourism also plays a central role in this study.

Agri-tourism refers to activities that bring tourists to farms or rural

communities for recreational, educational, or cultural experiences (Barbieri &

Mshenga, 2008). This form of tourism does not only promote economic

diversification by integrating agriculture with tourism, but it also provide

visitors with an authentic connection to local farming traditions and products.

In the context of San Carlos City, mangoes and bamboo crfats are the

area’s key agricultural products, which reflect indigenous practices, offer the

opportunity to promote both farm-based experiences and local

craftsmanship as key tourism products. Agri-tourism, thus, contributes to the

diversification of rural economies by creating new sources of income for

local farmers and artisans while preserving their cultural traditions (Phillip et

al., 2010).

Additionally, this study builds on the principles of Cultural Heritage

Preservation. As San Carlos City is known for its rich cultural traditions,

including bamboo crafts, there is an inherent value in maintaining these

practices as part of the community’s identity. Cultural heritage, according to

Ashworth (2008), is not only about protecting physical objects or traditions

but also about using them in ways that contribute to the identity and

economic well-being of local communities. Thus, by integrating bamboo craft

workshops and cultural performances into the proposed agri-tourism

activities, the study promotes cultural sustainability while fostering pride in

local heritage.

Lastly, the framework is informed by the concept of Community-

Based Tourism (CBT), which emphasizes local participation in the

development and management of tourism initiatives (Dangi & Jamal, 2016).

CBT models argue that tourism should be developed in a way that benefits

local people by involving them in decision-making processes. In this study,

involving local mango farmers and bamboo artisans in the design and

implementation of tourism activities ensures that the economic benefits of

tourism stay within the community and contribute to its long-term

development.
 Conceptual Framework

As shown in Figure 1, the researchers will produce and provide

survey questionnaires , and will conduct interviews to: San Carlos City LGU,

Mango farmers and Bamboo Crafts producers, and local residents of San

Carlos City as the primary respondents of the study. The result of the

interviews and surveys as the parameters of the Economic and Cultural

Potential of the Mango Picking and Bamboo Craft Farm Tourism in San

Carlos City.

INPUT PROCESS OUTPUT

Interview Interviews " The Economic and

Cultural Potential of
Questions Mango Picking and
Survey Bamboo Craft Farm
Tourism in San
Survey Carlos City,
Pangasinan: A
Questionaires Sustainable Agri-
Tourism Proposal"

Figure 1. Research Paradigm

Statement of the Problem

This study aims to evaluate the Economic and Cultural Potential of

Mango Picking and Bamboo Craft Farm Tourism in San Carlos City,

Pangasinan.

Specifically it aims to answer the following questions:

1. Is Mango Picking and Bamboo Craft Farm can be a sustainable support

of cultural preservation in San Carlos City, Pangasinan?

2. How many local people will support and patronage the development of

the Mango Picking and Bamboo Craft Farm in San Carlos City?

3.Is the Farm can be a source of economic sustainability and cultural

preservation?

Scope and Limitations of the Study

This study will focus on determining the Economic and Cultural

Potential of Mango Picking and Bamboo Craft Farm Tourism in San Carlos

City, Pangasinan. The researchers will utilize interview and survey

questionaires, and will conduct the interview and survey in San Casrlos City,

Pangasinan to gather the views and preception of the people about the

study. The profile and informations of the respondents will be kept private by

the researchers in accordance to the R.A. 10713 also known as Data

Privacy Act of 2012.

Significance of the study

The following are the beneficiaries of the study:

San Carlos City LGU - the result of this study will help the local

government of San Carlos City to develop plans, strategies,

programs, and projects to further raise the tourism and economic

rate of the city.

Farmers - farmers will gain valuable knowledge on integrating

agri-tourism into their farming practices, potentially increasing

farm income through direct sales, farm tours, and value-added

experiences.

Business Owners - this study can also help business owners

to develop businesses aligned to agri-tourism, and generate

possible higher income.

Local Community of San Carlos - the development of the

Mango Picking and Bamboo Farm Tourism will produce

opportunities, jobs, businesses, for the local community of the

city.

Tourists - tourists seeking unique and sustainable travel

experiences will gain access to a wider range of agri-tourism

offerings, including farm visits, farm-to-table experiences, and

educational activities that promote cultural understanding and

environmental appreciation.
 Department of Agriculture - will also help the department to

raise programs and projects to address and promote agri-

tourism in our country.

CHAPTER II
REVIEW AND RELATED LITERATURE

FOREIGN LITRETURE
 According to Griver (2009) agricultural tourism is an increasingly

popular global trend that allows city residents to escape urban

environments and reconnect with rural life through farming

experiences. It also enables farmers, agronomists, and other

agricultural professionals to observe global agricultural advancements,

which have been significantly shaped by modern technology and

management techniques (School of Travel Industry Management,

2007). Although agritourism and ecotourism are often linked,

agritourism primarily involves farm-based activities where visitors can

engage in hands-on agricultural experiences. In contrast, ecotourism

has sometimes been accused of being superficially branded as eco-

friendly without real sustainable practices by tour operators (Crete,

2009).

Key advantages of agritourism include: 1) its ability to combine

the primary sector (agriculture) with the service sector (tourism),

creating a mutually beneficial situation for both, 2) expanding the

tourism industry’s scope, and 3) absorbing the growth of the tourism

sector (Singh, 2007). Additionally, agritourism offers an affordable

getaway for all types of visitors, satisfies curiosity about farm life, and

caters to the rising demand for wholesome, family-oriented recreation.

It also provides health-conscious, nature-friendly tourism opportunities,

offering visitors a peaceful, natural setting where they can enjoy and

learn about farming in a less crowded, authentic rural environment

(Singh, 2007; Roberts & Hall, 2001). Many agritourism activities require

only a small workforce to operate successfully. For instance, farm

tours, farm stays with bed and breakfast services, tractor or bullock cart

rides, picking fruits such as grapes or mangoes, farm zoos, and other

activities can be run with minimal additional labor costs (Agritourism

Development Organization in India, 2008; Taware, 2009).

Local Literature

The Farm Development Act of 2016, or Republic Act 10816, plays a

significant role in promoting farm tourism in the Philippines, as highlighted in

the Cebu Pacific Magazine. This legislation shifts the perception of farms

from mere production sites to essential venues for education, training, and

recreational activities. According to Reyes, the act aims to create

opportunities for visitors to engage in farm activities, allowing them to

immerse themselves in and learn about the rural lifestyle. This engagement

not only enhances the tourism experience but also fosters a deeper

appreciation for agricultural practices and rural life (Kaldeen, 2019).

Furthermore, the Farm Development Act emphasizes the importance of

sustainability in agriculture. By encouraging eco-friendly farming practices,

the law supports initiatives that prioritize environmental conservation while

promoting health and wellness through the consumption of high-quality,

locally produced food (Reyes, 2016). Overall, the act represents a

comprehensive approach to agritourism, aiming to benefit both the

agricultural sector and the broader community by creating a more

sustainable and engaging rural tourism experience.

 The growth of agri-tourism in the Philippines has emerged from a

rising demand for tranquil retreats in nature, leading people to seek out agri-

farm tourism sites for relaxation. Agri-farm tourism blends agriculture with

tourism, involving visits to farms, ranches, and natural sites such as

pineapple plantations and orchid farms for educational and recreational

experiences. Visitors not only engage in farm activities but are also invited to

purchase agricultural products and enjoy various services, including lodging.

In 1991, the Philippine Department of Tourism, in partnership with the United

Nations Development Program, launched the Philippine Tourism Master

Plan, which emphasizes sustainable agri-farm tourism. The plan confidently

recognizes the Philippines’ potential for agri-farm tourism, given its rich

natural resources, biological diversity, and cultural heritage. This initiative

aims to develop agri-tourism into a profitable and sustainable sector that

benefits the economy, culture, and tourism industry. In 2016, it was reported

that approximately 5.5 million international tourists visited the country,

contributing to economic growth. The agriculture and tourism sectors

combined to create 14.6 million new jobs that year, reflecting a shift toward a

more sustainable and environmentally friendly lifestyle (Spire Research,

2018).

CHAPTER III
METHODOLOGY
 Research Design

The proposed study will utilize the descriptive research method,

which involves using surveys or assessments to gather information. This

approach allows the researchers to know the views and perceptions of

the respondents (Best and Kahn, 2009). The study aims to determine

the Economic and Cultural Potential of Mango Picking and Bamboo Craft

Farm Tourism in San Carlos City.

Locale of the Study

In this study, survey questionnaire will serve as the primary tool for

collecting data to evaluate the Economic and Cultural Potential of Mango

Picking and Bamboo Craft Farm Tourism. The researchers conducted

multiple consultations and made revisions to the questionnaire with input

from experts, the research adviser, and farm owners until a finalized

version was ready for distribution for validation. To ensure the content of

the survey was accurate, a dry run was conducted with respondents who

were not part of the main study. This process led to clarifications and

corrections in certain areas of the criteria. Following their feedback and

suggestions, these adjustments were incorporated into the final draft of

the questionnaires, which were then prepared for administration.The

researchers will select Local Government Employees, Mango Farmers,

Bamboo Crafts Producers, and Local Residents of San Carlos City.

Instrumention and Data Collection

The study will be conducted in San Carlos City, Pangasinan, located

in the northern part of the Philippines. San Carlos City is a first-class city
known for its rich cultural heritage, agricultural production, and Mango

Bamboo Festival. The researcher will focus on specific demographic groups

within the city that are relevant to the study's objectives.

The primary tool for data collection will be a structured questionnaire,

which will be used to gather quantitative data from the respondents. The

questionnaire will be distributed across various sectors in San Carlos City,

such as educational institutions, local government units, businesses, and

residential areas, ensuring a broad representation of the city's population.

Survey participants will be selected using a stratified random sampling

method to ensure the inclusion of different age groups, genders, and socio-

economic statuses. The survey will explore respondents' perspectives and

attitudes toward the research topic, allowing the researcher to obtain

relevant insights and statistically significant results.

Statistical Treatment of Data

 In this study, descriptive statistical methods will be employed to

analyze the data collected from the survey questionnaire, summarizing and

elucidating the main features of the data set. Initially, responses will be

compiled and cleaned to address any missing or inconsistent entries. Basic

statistical measures, such as mean, median, mode, standard deviation, and

range, will be calculated for quantitative variables, to offer insights into the

central tendency and dispersion of the data. For categorical variables,

frequency distribution tables will be used to display the number of responses

within each category.

To visualize the data, various graphical representations will be used. Bar

graphs illustrate the frequency of respondents’ response, with each bar

representing a category and its height indicating the number of respondents.

Statistical software will be also used to ensure the accuracy and efficiency of

the analysis.

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