GASTRONOMY TOURISM IN MORONG RIZAL

An

Undergraduate

Thesis presented to the

Faculty of College of Hospitality Industry

University of Rizal System

Antipolo Campus

In

Partial Fulfillment

of the Requirements for the Degree

Bachelor of Science in Tourism

Management

MA. KAYE ANNE BONAOBRA BARRAMEDA

JHEM MARIE BARUELO CAPANGYARIHAN
SHANE ROMERO ESTRADA
ESTEPHANIE JONES PANAGANE FRANCISCO
FRANCHESCA MAE MERCADO LUMAGBAS
RUDILYN RAYO VALERA

2023
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Chapter 1

THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, background of the study, theoretical

framework, conceptual framework, conceptual model, the statement of the problem,

hypothesis, scope and limitation, the significance of the study, and definition of terms.

Introduction

Gastronomy tourism, also known as culinary tourism, is a specialized form of

travel that revolves around the exploration and appreciation of local and regional food

and beverage offerings. It involves experiencing the unique culinary traditions, flavors,

and techniques of a particular destination, with a focus on the cultural and historical

aspects of its cuisine. The word gastro comes from the Greek words "gastros," which

means stomach, and "gnomos," which means knowledge or law.

Nowadays, the fast-growing market has integrated food into its offerings to attract

visitors and differentiate itself from destinations by using unique culinary features and

traditions. Gastronomy has become a vital engine not only for increasing destinations'

attractiveness but also to add value to the place and provide economic benefits. Thus,

gastronomy tourism is a way for a destination to prosper by showcasing their local

cuisine, cultures and local products and contributing to the destination brand image.

According to Lee et al. (2015), gastronomic tourism is a journey to a region rich

in gastronomic resources to generate recreational experiences or for entertainment

purposes, such as visits to primary or secondary producers of gastronomic products,

gastronomical festivals, fairs, events, cooking demonstrations, food tastings, or any

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food-related activity. Moreover, according to the UNWTO, gastronomy is about much

more than just food. It reflects the culture, traditions, heritage, and sense of community

of different peoples. It is a method of increasing cultural awareness and bringing people

and traditions closer together. So, it is not just about tasting the food; it is also about

what the story behind the food is. It can’t become an anonymous product or

uninteresting because it must have an identity or personality.

Tourists nowadays are more experienced, have more cash for travel, and have

more spare time. They may escape their daily lives through travel and enter a whole

new world full of freedom and fresh experiences. More and more tourists all over the

world are seeking experiences based on identity and local culture. Gastronomy is such

an experience. In gastronomic tourism, food and beverages are the primary motivators

for people to visit a certain place. Tourist motivations are the key notion for designing

and developing products and services that create value for tourists. Motivations are

connected with consumer satisfaction and serve as an important factor in

comprehending the visitor's decision-making process (Gaztelumendi, 2012). Morong,

Rizal, as a destination, offers a distinct and complex gastronomic tapestry that

represents the region's cultural heritage and variety. Gastronomy tourism in Morong is

more than just a culinary experience; it is a doorway for visitors to immerse themselves

in the local heritage, customs, and flavors that characterize the town's identity.

Furthermore, according to Meng et al. (2006) and Yan (2018), tourist satisfaction

has a big contribution to the success of tourist destinations. Gastronomy can attract a

variety of tourists, and when the tourists are satisfied with the places that they visit, it

results in a good reputation, makes recommendations, and encourages repeat visits.

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Also, gastronomy provides a chance to revive and diversify tourism, encourage local

economic development by incorporating various professional sectors such as suppliers

or manufacturers, chefs, marketplaces, etc., and bring new uses to primary industries. It

has a real impact on economic and social development. It contributes to the GDP, which

plays a big role in the labor market.

The researchers aim to understand how Gastronomy Tourism in Morong, Rizal

influences tourists’ perception. By examining the impact of Gastronomy Tourism on the

local economy, and the strategies employed by Morong to promote and preserve its

distinctive food culture. The study will also contribute to a deeper understanding of how

gastronomy tourism can be harnessed as a tool for sustainable tourism development,

cultural preservation, and economic growth in Morong, Rizal.

Background of the Study

Tourism is a continually expanding and developing sector of a country, therefore,

its’ impacts are significant (Pantouvakis, 2013). In the tourism industry, Gastronomy

Tourism has been one of the main attractors for decades. Gastronomy started back at

the curiosity of the people under the French reign of Louis XIV, where they started to

discriminate between the good and bad styles of good cuisine and taste. Since then, the

meaning of gastronomy has broadened, it now includes products, activities, and

landscapes tourists experience during their travel to a certain place. It was not until

2018 that gastronomy tourism has begun to attract mainstream interest due to the

power of social media and other travel vlogs, blogs, and shows (Mulcahy, 2021).
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Gastronomy tourism is becoming a fundamental factor that influences the making of a

decision regarding choosing a travel destination, as well as being a crucial factor in

shaping tourists’ satisfaction regarding their overall travel experience.

In the Philippines, gastronomy has made a significant impact on tourists as it

offers a wide variety of activities a tourist can experience during their trip, although the

word gastronomy is still unknown to most travelers, the essence of it has already been

used by most tourism establishments. According to DOT (2023), gastronomy is the

beating heart and soul – a reflection of our diverse communities, cultural heritage, and

rich biodiversity. In Rizal, particularly in Morong, multiple attractions have been gaining

voice recently, thus – it is the perfect time to examine the gastronomy of the

municipality.

In Hani, Said, Othman, Sulaiman, Hatta, and Ramya’s 2023 study, people travel

far in order to try the food of different countries in order to experience their unique

culture and heritage. They also travel to a place where festivities are currently

happening in order to experience the community’s local traditions. In conclusion, people

travel to a place to be acquainted with various local traditions, culture, heritage, and

food thus, it’s their main motivation for travel.

In a study conducted by Neira and Fernandez in 2023, gastronomic tourism is

comprised of multiple working groups in order to stay tuned and adapt to various

geographical spaces and the combination of multiple tourism products. This means that

in order for a place to be considered in gastronomic tourism, it must first assess all

different sectors of gastronomy tourism (the beauty of the place, unique products,

unique experiences, etc.) and flourish before delivering its services to tourists. The role
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of local government is also crucial in developing and promoting their unique products

and services. In the same study, the result also shows that for gastronomy tourism to

improve, they listen to their consumer's suggestions and feedback and use those

suggestions to improve their services.

In a news article published by the Philippine News Agency in 2023, tourist

destinations are heavily reliant on tourist attractions, memorable experiences, and easy

access to various places, thus public and private sectors must coordinate to sustain

tourism. Creating more initiatives and preserving natural resources is one of the factors

that attract the attention of local and foreign tourists.

Within the study of Villones, Laurel, Bueva, Meregildo, Moreno, Macorol,

Serbosquez, Tarrayo, Tobes, Turla, and Amor (2023), tourists visit the sites they

wanted regardless of their educational background, social status, marital status due to

the sole reason of they wanted to. It also stated that the facilities and local destinations

were sustained and developed further to meet the tourists' demands in time with trends.

In a study conducted by Libre, Manalo, and Laksito (2022), it is a proven fact that

a tourist will likely revisit a tourist destination if they are pleased with everything they

experience and see during the duration of their stay at the destination and is the highest

influence of the reason to revisit.

In a study conducted by Cano, Ramasola, Micabalo, Simangca, Gucor, and

Olaso (2021), there are different factors as to how a tourist express their satisfaction

and it is mainly affected by the destination’s accessibility, physical environment, visitor

control, and protection procedures, commercial considerations, and tourism staff.

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In Sinambela’s (2021) study, she emphasizes that tourist attractions need to be

unique, together with new products and attractions invented to stay relevant to a tourist

destination. Properly managed attractiveness is one of the competitive advantages of

market offerings than in the form of goods (Darmawan, 2019). According to Dmitrovic et

al., (2019), comprehending the elements that contribute to tourist satisfaction is

essential to satisfying a tourist and managing amenities and resources offered to

tourists. The direct competitiveness of tourist destinations depends on the quality of

their natural landscapes, making the environment a significant consideration. (Han et

al., 2018).

According to Mill, the thing that attracts tourists to visit a foreign or local place is

the attraction of the tourist destination, which was expanded by a study conducted by

Armenski et al. (2018). In Armenski’s study, he stated that the attraction factor, which

consists of tourist driving factors and features offered, has been widely recognized to

increase the tourism sector.

The attraction of a destination reflects the visitor’s sense and opinion related to a

destination’s ability to satisfy their needs (Ginting, 2018). This means that tourist select

their destination based on their different fancies. Their chosen tourist destinations also

tell a lot about their personalities and preferences. As per Albert (2016), the quality of a

destination’s attractiveness depends on different factors, including geographical

position, popular tourist destinations, country dimensions, unique food products, and

tourist industry services and facilities, as well as the carrying capacity.

A study conducted by Hendijani in 2016, shows that heritage and ingredients

were significant factors that affect the overall triumph of tourists. In this study, food was
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proven to be one of the determinants of the tourist’s appeasement and another variable

of the possibility of their return to the same destination.

According to Lee (et al., 2015), gastronomy tourism is a journey in regions that

generates recreational experiences or entertainment related to products unique to their

place, thus making travelers visit the place due to one sole reason – to experience

these products, landscapes, and activities. Multiple studies show that in order for

tourism to flourish in a place or a region, they must all offer unique recreational

activities, unique food products, aesthetically pleasing attractions, easy-to-find, and

reach locations, must adhere to tourists' suggestions and feedback, and lastly, that the

relation between local government its staff are fairly good.

This study was built on the very same reason the stated studies were built on –

to understand the reasons why and how tourists choose their choice of destination (Lee

et al., 2021). We are studying three different places in Morong that differ in their unique

products and offer the whole of gastronomy tourism. The aim of the study is to

understand, identify, and explain the simultaneous Gastronomy Tourism in Morong

Rizal that influences gastronomic tourism and its impact on tourists’ satisfaction with a

trip and the destination’s brand.

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Statement of the Problem

The primary objective of the study was to determine the tourist’s preferences in

the Gastronomy Tourism in Morong, Rizal.

Specifically, the study sought to answer the following questions:

1. What is the profile of the tourist respondents in terms of?

1.1 Age;

1.2 Sex;

1.3 Status;

1.4 Monthly Income; and

1.5 Place of Origin?

2. What are the perceptions of the respondents when it comes to the Gastronomy

Tourism in Morong, Rizal in terms of?

2.1 Gastronomy Tourism;

2.2 Personnel;

2.3 Destination brand image;

2.4 Safety and Security; and

2.5 Food Tourism?

3. Is there a significant difference on the perception of the respondents in the

Gastronomy Tourism in Morong, Rizal with respect to the above-mentioned

variables in terms of their profile?

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Hypothesis

The study tested the alternative hypothesis: that there is a significant difference

in the perception of the respondents when it comes to the Gastronomy Tourism in

Morong, Rizal in terms of gastronomy tourism, personnel, destination brand image,

safety and security, and food tourism.

Scope and Limitations of the Study

This study focuses on the Gastronomy Tourism of Morong, Rizal. Specifically, in

Huntahan sa Morong, Emma’s Panciteria, and Era’s Plaza Garden Restaurant.

The researchers will use Descriptive Research and the research instrument will

be a Likert-scale (1 = strongly disagree, 5 = strongly agree) questionnaire to measure

the impact of Gastronomy Tourism on tourists. The respondents will be selected using

convenience sampling with the only requirement that the respondents must be a visitor

to any of the places stated above. This study will only focus on the tourist available

during the time of data gathering and fit the only criteria this study requires regardless of

their ethnicity, race, color, and other physical characteristics that wouldn’t affect the

result of the study in any way.

The study has Selected Places as the dependent variable and Gastronomy

Tourism as the Independent Variable. The result of the study will depend on the

gathered data about the Gastronomy Tourism in Morong, Rizal.

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Theoretical Framework

This study was anchored on Mattiacci and Vignal's theory, "Nouvelle Cuisines"

(2004), which views food as a growing trend toward viewing food as an intellectual

experience, along with exploration and rediscovery, a deep appreciation for history and

culture, a search for traditional identity, and, at the same time, a desire for something

new. This statement by Mattiacci and Vignal implies that tourists consider food in their

experiences during their travel. According to Fields (2002) and Long (2004), enjoying

the local cuisine of a place means discovering a new story of history, culture, and

people. Tourists seek to indulge in distinctive and memorable delicacies while also

digging into the history, culture, and lifestyle associated with the local cuisine.

Morong, Rizal’s gastronomic offerings become more than simply meals; they

provide an opportunity to understand the history, culture, and traditions of the local

community. It also serves as a vehicle for cultural exchange and dialogue, fostering

connections between visitors and locals alike. Whether it's sharing a meal with new

friends or engaging in meaningful conversations that cross cultural boundaries and

create lasting memories.

Mattiacci and Vignal’s theory is relevant to the study because it discusses a deeper

understanding of the role of food in shaping tourist experiences and destination

identities. Furthermore, this theory signifies that the gastronomy tourism in Morong Rizal

helped the tourism industry and promoted Morong’s attractions through their cuisine,

making the place a well-known destination where people, particularly tourists, can

experience and enjoy the variety of meals.

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Conceptual Framework

The researchers constructed the conceptual model on the following page

showing the perception of the Gastronomy Tourism in Morong, Rizal.

The first box in the paradigm is the input of the study that contains the profile of

the respondents, the perceptions of the gastronomy tourism in Morong, Rizal in terms of

gastronomy tourism, personnel, destination brand image, safety and security, and food

tourism and other factors that influence respondents’ decisions to visit the stated places

where gastronomy is observed in Morong, Rizal.

The second box is the process of the study that consists of the Development and

Validation of the Questionnaire Checklist, Disability of the Questionnaire Checklist,

Administration of the Questionnaire Checklist, Statistical Treatment, and Analysis and

Computation of Data Gathered

The third box is the output of the study which is the Perceptions of the

Respondents of the Gastronomy Tourism in Morong, Rizal.

The arrows that connect the input, process, and output of the study represent the

extemporaneous process of the study.

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INPUT PROCESS OUTPUT

A. The profile of the Development and

respondents in terms of: Validation of
Questionnaire
 Age;
Checklist
 Sex;
 Status;
 Monthly Income; Distribution of
and Questionnaire
 Place of Origin Checklist
B. The perceptions of The Perceptions of the
the respondents in the Respondents of the
Gastronomy Tourism in Administration of
Questionnaire Gastronomy Tourism in
Morong, Rizal in terms
of: Checklist Morong, Rizal

 Gastronomy
tourism; Statistical
 Personnel; Checklist
 Destination
Brand Image;
 Safety and Analysis and
Security; and Computation of
 Food Tourism Data

Feedback

Figure 1
A Conceptual Model showing the Perceptions of Gastronomy Tourism
in Morong, Rizal
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Significance of the Study

The study will be advantageous for the following:

Huntahan sa Morong, Emma’s Panciteria, and Era’s Plaza Garden

Restaurant. The study will offer improvement grounds for the following establishments.

Tourist. The results of the study will show how different beauty and different

aesthetics help tourists decide the place they will be visiting.

Government. The outcome of the study determines the generation of enhanced

local government revenues which will benefit local residents. The result of the study will

also be beneficial to different sectors that are connected to the tourism industry.

Community. The outcome of the study will boost local economies by creating

jobs and generating income for local businesses.

University. The study will serve as a guideline for sharing knowledge when it

comes to examining tourists’ spots.

Student. This study will provide basic knowledge on how gastronomy tourism

works to attract possible tourists and how tourists choose their destination.

Future Researchers. The outcome of the study will serve as a guide for future

studies to be conducted on the same topic.

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Definition of Terms

For a better understanding of the study, the following terms are defined:

Attraction. In this study, attraction means the beauty of selected places in

Morong, Rizal.

Destination Brand Image. The reasoned perceptions consumers attach to

specific brands.

Food Tourism. In this study, the exploration of food as the purpose of tourism.

Gastronomy Experience. The experiences of the tourists while they are

participating in another culture through trying new ingredients and recipes,

communication with locals, and visiting places that offers unique products and services.

Gastronomy Tourism. In this study, it is characterized by the visitor’s

experience linked with recreation, food, and related products and activities while

traveling.

Safety and Security. Concerns with the ability to provide safe environment and

perspective to the tourists.

Satisfaction. In this study the act of fulfilling a need, desire, appetite, or the

feeling gained from such fulfillment.

Tourist Destination. A place of interest that tourists visit, typically for its inherent

or exhibited natural or cultural value, historical significance, natural or built beauty,

offering leisure and amusement.

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Chapter 2

RESEARCH METHODS AND PROCEDURES

This chapter presents the research design, setting of the study, subject of the

study, sources of data, procedure of the study, and statistical treatment of the data.

Research Design

The researchers will use the descriptive method design as it is the most

appropriate in examining the Gastronomy Tourism in Morong, Rizal.

According to Gall & Borg (2015), to characterize a phenomenon and its traits is

the aim of a descriptive study. This study is more interested in what occurred than in

how or why it occurred. As a result, methods like observation and surveys are frequently

employed to collect data.

The study was characterized by simultaneous data collection and analysis. The

study also needs a straightforward description so that it will be presented in the most

relevant manner, for the audience for whom it will be presented. Using this design will

give a clearer result and understanding of the study.

In this study, together with the descriptive method design, the researchers will

employ a convenience sampling technique to get the respondents. The researchers will

utilize a questionnaire checklist using the Likert scale to determine the perceptions of

tourists when it comes to a tourist spot.

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This method will be used to describe and measure the characteristics of a

phenomenon in an objective and systematic manner. The researchers will focus on

providing accurate and thorough visual representation through the data gathered.

Setting of the Study

This study took place at three different locations in Morong, Rizal.

First is Huntahan sa Morong. Huntahan is an al fresco restaurant operated by

Filomena's Kitchen in Morong, Rizal that serves a variety of Filipino food. It is an

Instagrammable place because of its LED roses and a stunning gazebo.

The second chosen location is the Emma’s Panciteria. It is Morong’s oldest local

restaurant, serving Morong delicacies including sinigang na kandulo, ginataang hipon,

chuba, hatotay, and many more. Moreover, Emma’s Panciteria is widely renowned for

its delicious pansit, including tostadong pancit, bihon, miki bihon, and canton.

The last location is the Era’s Plaza Garden Restaurant. It is home to the famed

Warek-warek, a deep-fried crispy pig’s ear topped with onions and green chili and

combined with mayonnaise. The restaurant also offers different silogs, Filipino cuisine,

and cold drinks.

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Figure 2
Huntahan sa Morong

Figure 3
Emma’s Panciteria
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Figure 4
Era’s Plaza Garden Restaurant
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Subject of the Study

In this study “Gastronomy Tourism in Morong, Rizal”, solely focused on the

tourist as a primary respondent. These were the people who visited the three selected

places in Morong, Rizal during the time of data gathering and were identified using the

convenience sampling technique. The subject of the study is 50 selected tourists per

attraction with a total of 150 respondents. This study will be conducted during the year

2023-2024.

A convenience sampling technique was utilized in this study. Under this method,

a non-probability sampling method was wielded as this is the simplest way to acquire

respondents applicable to the study. Thus, each respondent recorded in this study has

one characteristic that led to them being chosen – being in one of the three places

selected during the time of data gathering.

In getting the participants, three places were selected namely; Huntahan sa

Morong, Emma’s Panciteria, and Era’s Plaza Garden Restaurant. The respondents

were then described according to their availability and willingness to partake in the

study. The objective of this study is to examine and see how gastronomy tourism affects

tourists’ desire to visit the place and experience the unique products and recreation they

are offering.
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Procedure of the Study

The researchers conceptualized a research endeavor entitled “Gastronomy

Tourism in Morong, Rizal” and followed a series of activities to finish the said study.

Gastronomy Tourism in Morong, Rizal

Request Permission to Conduct the Study

Selection of Statistical Treatment

Creating the Source of Data

Identification of the Respondents

Selecting the Setting of the Study

Identifying the Research Design

Construction of Conceptual Model

Development of Hypothesis

Selecting of Theoretical Framework

Formulation of statement of the problem

Gathered review of related literature

Finalized title

Creating/Selecting research title

5/4/23 6/23/23 8/12/23 10/1/23 11/20/23 1/9/24 2/28/24

Start Date Duration (days)

Table 1
Gantt Chart
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Sources of Data

The data for this research was primarily gathered through a questionnaire

checklist conducted with 50 respondents per selected spot, out of a total of 150

respondents. It was developed by experts and validated in the field of research.

The checklist included 35 items that assessed the gastronomy tourism,

personnel, destination brand image, safety and security, food tourism, and the primary

motivations that drove respondents to visit the tourist spot in Morong, Rizal. The

respondents were asked to rate each item on the Likert scale, ranging from 1 (strongly

disagree) to 5 (strongly agree).

The range or percentage was utilized in interpreting the questionnaire checklist

result for the perceptions of Gastronomy Tourism in Morong, Rizal:

Scale Range Verbal Interpretation

5 4.21 - 5.00 Strongly Agree

4 3.41 - 4.20 Agree

3 2.61 - 3.40 Neutral

2 1.81 - 2.60 Disagree

1 1.00 - 1.80 Strongly Disagree

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Aside from the perceptions of the Gastronomy Tourism in Morong Rizal, the

profile of the respondents was taken to include Age, Sex, Status, Socio-economic

status, Monthly Income, and place of origin.

Statistical Treatment

The following statistical tools were used for the accurate interpretation of the data

gathered:

1. To determine the profile of the respondents in terms of age, sex, status, monthly

income, and place of origin, mean, frequency, percentage, and ranked

distribution were used.

2. To determine the perceptions of the tourists when it comes to gastronomy

tourism in Morong, Rizal with respect to gastronomy tourism, personnel,

destination brand image, safety and security, and food tourism, mean, frequency,

standard deviation, percentage distribution, and verbal interpretation were used.

3. To determine the significant difference in the assessment of the respondents on

the Gastronomy Tourism in Morong, Rizal with respect to the above-mentioned

variables, one-way ANOVA was utilized.

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