TY  - BOOK
AU  - Mediana, Nicole Ann Margaret A.
AU  - Gomez, Aurelia Luzviminda V.
TI  - Willingness to pay of the general public for agritourism sites in South Cotabato
PY  - 2024///
KW  - Undergraduate Thesis
KW  - ABE200b
N1  - Thesis
N2  - Agritourism industry is a relatively new market in the province of South Cotabato. The industry provides additional income, generates employment opportunities and preserves the natural landscape. However, the services provided by this industry are considered as non-market services which may result in undervaluation. This study investigates the willingness to pay (WTP) for agritourism sites in South Cotabato. The research addresses four key objectives: determining WTP, analyzing factors that influence WTP, identifying important agritourism attributes, and recommending policy directions. Using a contingent valuation method (CVM) with dichotomous choice bids and open-ended bid, the study gathered data from 160 respondents, 90.50% of all respondents were willing to pay for agritourism sites. Binomial logistic regression was utilized to identify the factors that influence WTP based on dichotomous choice bids: groups household monthly income and awareness of agritourism have positive influence on WTP, while bid amounts have negatively influenced WTP. The Tobit model was used to analyze the factors that influence the maximum WTP amount. Based on this regression model, maximum WTP amount is positively influenced by gross personal monthly income, gross household monthly income, and bid amount, while the presence of children under 15 years old in a household and higher level of education negatively influence WTP. Key attributes that enhance the attractiveness of agritourism sites include area offering relaxing environment, presence of accurate signages and availability of information online. Based on the result of the study, it is recommended to enhance public awareness of agritourism, develop child-friendly facilities, provide more government support and enhance the tourist infrastructure. These measures aim to boost and promote the development of the industry.
ER  -