Assessing digital media strategies for promoting agritourism in Benguet

Digital media strategies, user-generated content (UGC), and online visibility are increasingly reshaping promotional efforts across the tourism sector. However, many rural agritourism micro-, small-, and medium-sized enterprises (MSMEs) in Benguet remain underpromoted despite the growing influence of digital platforms on consumer travel decisions. Grounded in the Stimulus-Organism-Response (SOR) Model, this study assessed how online visibility, UGC credibility, and digital marketing are related to Generation Z domestic tourists’ perceptions, trust, and visit intentions. Utilizing a quantitative descriptive-correlational research design, data were gathered through a structured online survey from domestic Generation Z tourists who have visited or considered visiting agritourism sites in the province. The findings indicate that user-generated content is highly credible and is strongly associated with travel decision-making. Significant positive relationships were identified between UGC credibility and travel decision-making, as well as between online visibility and visit intention, confirming that digital touchpoints show a significant relationship with tourist behavior. Consequently, agritourism operators and local tourism stakeholders should transition from traditional advertising toward designated photo-worthy farm spots, review incentives, active short-form video engagement, and digital upskilling programs to foster local MSME sustainability and regional economic self-reliance.