Saint Mary’s University Tertiary Students’ Preferences of Farm Tourism Activities: Basis for Tourism Product Development

This research paper explores the profile of the agritourism industry within Nueva Vizcaya. In particular, it sought to find out what students of Saint Mary’s University think of the farm tourism activities. By combining both qualitative and quantitative research methods, the researchers looked into the province’s agri-tourism offerings based on the 4A’s (attractions, accommodation, accessibility, and amenities) and examined students’ activity preferences through surveys. In a similar manner, through conducting a survey of the university students, the research identifies interest in certain activities including on-farm direct sales, accommodation, entertainment, outdoor recreation, and educational activities, thus showing interests of the younger generation towards farm tourism and education-oriented tourism. The results highlight a strong interest in educational yet fun farm experiences. The study suggests making farm tourism in Nueva Vizcaya more appealing to students by improving accommodations and offering a wider variety of attractions. Students seem to enjoy hands-on, learning-focused activities, so the addition of workshops on farming, sustainability, and local culture could be engaging. Enhancing facilities and offering affordable packages would also help make farm tourism more attractive and accessible, all while promoting sustainability in the region. Additionally, this study aims to understand the students’ beneficial recommendations for agritourism establishments for activity development to their farm sites. By exploring their preferences, it aims to bridge the gap between what students seek from farm tourism and help local farm tourism operators effectively create meaningful, engaging activities that are attractive for young visitors and beneficially contribute towards the productivity of rural land. The results shed light on how farm tourism operators might customize their offerings and encourage visitors to have a stronger bond with agricultural heritage and sustainable rural practices.