Sensescape and Visitor Experience as Predictors to Tourist Behavioral Intention on Farm Tourism in the Bicol Region

The researcher aims to develop a framework for farm tourism destinations in the Bicol Region to predict tourists' intention to visit based on their sensory experiences and overall visitor experience. The study aims to gather information about visitors' demographic characteristics, assess their level of visitor experience, understand their sensory perceptions, and analyze their behavioral intentions. The research used quantitative methods to investigate how visitor experiences and the sensory environment influence tourist behavior. The study surveyed 200 respondents who visited 10 DOT-V-accredited farm tourism destinations in the Bicol Region. The study found that most visitors to farm tourism destinations in the Bicol Region are young, educated females who prefer short stays for relaxation and enjoyment. The study emphasizes the importance of sensory experiences such as ambiance, natural sounds, fresh air, and tactile engagement to enhance visitor satisfaction. Esthetic appeal and the feeling of escapism strongly influence visitors' loyalty and intention to revisit, while the soundscape also plays a crucial role in their willingness to pay more. The study concludes that farm tourism in the Bicol Region is popular among younger and more educated visitors with varied interests in relaxation, education, and leisure. The destination effectively combines enjoyment with learning through eco-friendly and educational experiences. Elements like landscaping, soundscapes, and culinary experiences enhance visitor satisfaction and promote mental health benefits. The willingness to visit, recommend, revisit, and pay more reflects farm tourism's success in Bicol. To enhance the experience, targeted marketing strategies are needed to position Bicol's products and services against competing destinations. It is recommended that operators target younger, educated visitors with interactive, social media-friendly, and educational activities. Operators should focus on educating, entertaining, and appealing to all senses to improve visitor satisfaction and loyalty. Enriching the visitor experience can be achieved through improved infrastructure, online platforms, influencer marketing, and continuous visitor feedback, essential for promoting the region and ensuring its long-term economic viability.