Agri-Tourism Destinations in the Province of Iloilo: The Quality of Tourism Experience and Competitiveness

Abstract

This study is a survey-correlational research aimed to determine the relationship between quality of tourism experience and competitiveness of agri-tourism destinations in the Province of Iloilo. This study was conducted among the 397 local visitors who presently visited the DOT accredited agri-tourism destinations in the Province of Iloilo. These destinations has a DOT accreditation from the year 2022-2025. The validated and reliability-tested survey questionnaires developed by the researcher were used to collect the data. Data analysis was done using frequency count, percentage analysis, mean, standard deviation, Pearson’s r, point-biserial correlation, eta correlation, and one-way ANOVA all set at 5% level of significance. Results revealed that local visitors assessed the quality of tourism experience as very good and in terms of pre-trip planning phase and en-route phase. Excellent tourism experience was revealed in terms of destination on-site phase and after trip phase. Local visitors rated the competitiveness as extremely competitive regarding the environment and strategies, and highly competitive when it comes to resources and attractions. In addition, quality of tourism experience and competitiveness across all categories revealed a negative and significant relationship when grouped according to age and marital status. For the quality of tourism experience, when grouped according to place of residence and educational attainment in terms of the pre-trip planning phase, significant relationship existed. Positive and significant relationship existed between the quality of tourism experience and competitiveness of agri-tourism destinations across all categories wherein visitors exceptional experiences positively influences perceptions of destination competitiveness.