Bayombong, Nueva Vizcaya as a Farm Tourism Destination: Basis for Post-Pandemic Tourism Branding

Abstract

This study aims to assess Bayombong, Nueva Vizcaya and the farm tourism sites located in the municipality as a farm tourism destination using the variables from the study of Singh-Knights in 2020. The data were taken through a survey questionnaire using a Likert Scale. The results of its quantitative descriptive analysis were used as a basis for recommendations for the post-pandemic branding of Bayombong. The respondents agreed that Bayombong can be a farm tourism destination in all areas. The area of natural beauty was rated highest (mean=4.22) while Existing Tourism Activity was rated the lowest (mean=3.60). The respondents also agreed that the farm sites in Bayombong possessed the features of a farm tourism destination. The area of business skills and personal qualities was rated highest (mean= 4.01) while built features and cultural artifacts were rated the lowest (mean=3.50). The farm tourism stakeholders also recommended promotion, road development, and strong partnership of farm owners with the government to achieve the goal of branding Bayombong as a farm tourism destination.