Introducing Native Chicken Competitions as a Catalyst for Sustainable Rural Tourism Development

Background and Aims: The study aimed to explore the role of native chicken beauty contests as a form of agritourism and its impact on the motivation of farmers to raise native chickens in Isabela province. Agritourism activities, such as these beauty contests, promote local agriculture and cultural traditions while offering economic benefits. By creating a space for competition and pride in local livestock, the contests give farmers a sense of community and recognition. The primary objective of the research was to determine if participation in these events could motivate farmers to invest more in native chicken farming, thus contributing to both the rural economy and the preservation of native chicken breeds. The study focused on farmers participating in the beauty contests between 2018 and 2020. Methodology: A descriptive-correlational research design was used to gather data on the participants' characteristics and motivations. The participants were predominantly female farmers aged between 51 and 60 who were married, educated, and involved in farming activities. Most participants raised fewer than 50 native chickens, lacked formal training in native chicken management, and earned less than 10,000 pesos annually from this activity. The study sought to understand the intrinsic and extrinsic factors influencing the farmers’ decisions to raise native chickens based on demographic information and their experiences in beauty contests. Results: The results revealed the farmers' strong intrinsic motivations for raising native chickens. Many participants expressed deep affection for native chickens, citing their health benefits and the potential to provide additional income for their families. This internal motivation was driven by the farmers' desire to preserve and care for these native breeds, which they valued for their aesthetic appeal and practical use. On the irrelevant side, participants believed that native chicken farming had the potential to become a robust industry with a stable market. They felt that participating in the beauty contests helped draw attention to the breed’s value, potentially leading to increased market opportunities. Both male and female farmers showed similar levels of intrinsic and extrinsic motivation. However, a deeper analysis indicated that older, married, unemployed, and more educated farmers who raised fewer chickens and earned less were more intrinsically motivated. Extrinsically, older, widowed participants with higher education who raised more chickens, earned a higher income, and were involved in public employment or farming activities exhibited stronger external motivations to continue raising native chickens. Conclusion: The study concluded that the native chicken beauty contest, as an agritourism activity, positively influenced the motivation of farmers to raise native chickens. These events fostered intrinsic and extrinsic motivations among a diverse group of farmers. Intrinsically, farmers were motivated by their love for native chickens and the personal satisfaction they gained from raising them. Extrinsically, the contests helped farmers believe in the future potential of native chicken farming, offering hope for industry growth and economic stability. The beauty contests not only celebrated the aesthetic appeal of native chickens but also reinforced the idea that native chicken farming could evolve into a sustainable and profitable venture, further boosting the motivation of farmers across different demographic profiles.