Factors Affecting the Low Awareness of Agritourism in Koronadal City: Implications for Local
Tourism Potential
Introduction
Koronadal City, the "Crown City of the South," has long been celebrated for its agricultural prowess and
emerging tourism scene. Nestled in the heart of South Cotabato, Philippines, the city's economy is deeply
rooted in its fertile lands, producing a diverse range of crops including rice, corn, fruits, and vegetables
(City Government of Koronadal, 2021). While its natural beauty and cultural heritage have attracted
visitors, an often-overlooked aspect of Koronadal City's potential lies in its agritourism sector. Despite the
presence of remarkable agritourism destinations like Organikian Urban Farm and Cafe, Pedion Hills Agritourism Farm, Tabtalo Agri-tourism Park, and Gernil's Farm, the city's agritourism offerings remain
relatively underappreciated compared to other municipalities. This paper aims to uncover the
opportunities in agritourism, in Koronadal City highlighting its charms, economic advantages and the
steps needed to boost its development.
A. Background of the Study
Agritourism, a sector of tourism that combines agricultural practices with tourism activities, has
gained significant attention as a potential driver for rural economic development. In Koronadal City,
the low awareness of agritourism presents a challenge to harnessing its full potential for local tourism
growth. Agritourism not only offers visitors unique experiences but also provides local communities
with opportunities for income generation and cultural exchange (Varmazyari et al., 2017;, Ciolac et
al., 2019). The integration of agritourism into local economies can enhance the sustainability of rural
areas by promoting local food consumption and preserving agricultural landscapes (Brune et al.,
2020;, Tovmasyan et al., 2020).
The reasons behind the low awareness of agritourism in Koronadal City are multifaceted. They may
include socio-economic factors, educational disparities, and insufficient marketing efforts (Phelan &
Sharpley, 2011;, Roman et al., 2020). Understanding these barriers is important for developing
targeted solutions. Research indicates that effective marketing strategies and community involvement
are essential for raising awareness and fostering participation in agritourism (Pratt et al., 2022;,
Pitrová et al., 2020). Moreover, the socio-economic context of the community plays a significant role
in shaping perceptions and attitudes towards agritourism (Sumadi, 2023).
B. Research Questions
This research aims to answer the following questions:
1. What are the primary socio-economic, educational, and marketing factors that influence
the low awareness of agritourism among residents and visitors of Koronadal City?
2. How does the low awareness of agritourism in Koronadal City affect its overall tourism
potential and economic development compared to other regions that successfully
implement agritourism?
3. What strategies can be proposed to enhance awareness and promote agritourism as a
viable component of the local tourism industry?
C. Significance of the Study
This study aims to investigate the factors affecting low awareness of agritourism in Koronadal
City and to explore its implications for local tourism potential. By addressing these research
questions, the study will contribute to the following:

Improved Agritourism Practice in Koronadal City
o
By identifying the factors hindering awareness of agritourism, the study will
enable the development of targeted strategies to increase visibility and interest
among potential tourists. Additionally, by understanding the motivations and
barriers faced by potential agritourists, the study can provide insights into how to
better market agritourism offerings and engage local residents. Furthermore, this
study will examine how low awareness of agritourism affects the overall tourism
potential and economic development in Koronadal City, offering evidence-based
recommendations for promoting sustainable growth.

A Stepping Stone for Future Agritourism Research
o
By comparing Koronadal City with other municipalities that successfully
implemented agritourism, this study can identify best practices and strategies that
could be adapted to the local context. This study can also contribute to a growing
body of knowledge on agritourism, providing valuable insights for future
researches and policy development.
Specific Objectives:

Identify the factors affecting low awareness of agritourism in Koronadal City.

Explore the implications of low awareness of agritourism on the overall tourism potential
and economic development in Koronadal City.

Propose strategies to enhance awareness and promote agritourism as a viable component
of the local tourism industry.
D. Review of Related Literature
Agritourism has emerged as a vital component of rural development, offering farmers an
alternative source of income while promoting local culture and agriculture. Despite its potential,
awareness of agritourism remains low in various regions, including Koronadal City, where
studies have highlighted both the opportunities and challenges faced by local farmers in
integrating tourism activities into their agricultural practices (Pateña et al., 2020). This section
reviews the existing literature on factors influencing awareness of agritourism, focusing on local,
national, and international studies.
The City Agriculturist’s Office in Koronadal is implementing various programs to enhance
agricultural practices (Gerada-Mariano, 2021), which can support agritourism. Their focus on
sustainable development and farmer training is important for integrating agriculture with tourism,
as it prepares farmers to engage with visitors effectively. According to the City Government of
Koronadal, the office is involved in multiple initiatives; including providing certified seeds and
establishing a Farmers Training Center, which aims to improve farmer skills and knowledge
(Gerada-Mariano, 2021), thereby fostering a conducive environment for agritourism growth in
the city.
Despite the initiatives by the local government, the low awareness for the agritourism in
Koronadal City is still an issue that needs to be ammended. Several studies have explored the
awareness of agritourism among different demographics. For instance, a study in Nueva Ecija,
Philippines examined farmers' awareness and perceptions regarding agritourism participation.
The findings revealed that many farmers were unaware of the potential benefits of agritourism
due to limited exposure and knowledge about the concept (Ingrassia et al., 2023). This lack of
awareness can hinder their willingness to engage in agritourism initiatives, affecting local tourism
development.
Research on the factors influencing awareness of agritourism highlights several barriers. A
national study assessing college students' awareness of agritourism in Cavite found that
demographic factors, such as age and educational background, significantly impacted awareness
levels (Yanquiling, 2019). The study indicated that students from urban areas had lower
awareness compared to those from rural backgrounds, suggesting that geographic location plays a
crucial role in shaping perceptions of agritourism. This aligns with findings from other research
indicating that urban residents often lack exposure to agritourism opportunities, which can limit
their understanding and appreciation of its benefits (Kiniorska & Wrońska-Kiczor, 2016).
Moreover, an international review of quantitative studies on agritourism identified key factors
that affect awareness, including socio-economic status, access to information, and marketing
efforts (Bhatta & Ohe, 2020). These factors are important in understanding why awareness
remains low in specific places, including Koronadal City.
The implications of low awareness of agritourism on local tourism potential are significant. Low
awareness of agritourism can significantly hinder local tourism development, particularly in rural
areas. This lack of awareness affects both the economic and cultural potential of agritourism,
limiting its benefits to local communities (Ammirato & Felicetti, 2014). Low awareness leads to
fewer visitors, which directly impacts local income from agritourism activities. In Sri Lanka, for
instance, the awareness level among potential visitors is low, affecting demand and economic
viability (P, 2013). Agritourism can diversify income for farmers, yet without awareness, these
opportunities remain untapped, as seen in Iran where agritourism's economic benefits are not
fully realized due to limited tourism engagement (Lak & Khairabadi, 2022).
Lack of awareness can prevent local communities from engaging with tourists, stifling cultural
exchange and learning opportunities. In Kenya, agritourism has the potential to enhance local
dignity and recognition, but this is contingent on increased awareness and participation (Kipkorir
et al., 2022). Also, as agritourism develops, unawareness can lead to the introduction of
disruptive behaviors, as communities may not be prepared for the cultural shifts that tourism
brings (Kipkorir et al., 2022).
The existing literature on agritourism highlights its potential for rural development, particularly in
Koronadal City, where low awareness among farmers poses significant challenges. Studies
indicate that while local initiatives by the City Agriculturist’s Office aim to enhance agricultural
practices and promote agritourism, the effectiveness of these programs in raising awareness
remains questionable. Demographic factors, such as geographic location, play a crucial role in
shaping perceptions of agritourism, yet there is a lack of localized research specifically
addressing Koronadal City. In addition, the communication strategies employed by local
authorities to engage farmers and the community into agritourism are not sufficiently analyzed,
which limits understanding of how to effectively promote agritourism and the cultural
implications of low awareness, including its impact on community engagement and cultural
exchange, are underexplored.
This literary review emphasizes the significant potential of agritourism as an element of rural
development in Koronadal City, yet it reveals challenges coming from low awareness among
tourists. The findings suggest that while local initiatives exist to promote agritourism, their
effectiveness in raising awareness is limited, and notably, demographic factors influence
perceptions. Furthermore, the lack of localized research and insufficient analysis of agritourism
and the needed strategies hinder efforts to boost the awareness effectively. This study aims to fill
these identified gaps by conducting targeted research on agritourism awareness in Koronadal
City, focusing on the factors affecting the low awareness of agritourism in Koronadal City. With
this, the researchers intent to contribute to a deeper understanding of the factors affecting
agritourism awareness and provide valuable insights that can enhance community engagement
and participation in agritourism, leading to local economic development.
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