Thesis (BS Agribusiness Economics) University of the Philippines Mindanao, 2024

This thesis explores the willingness to pay (WTP) for agritourism sites in Agusan del Sur, examining the factors influencing WTP, identifying attractive site attributes, and recommending initiatives to bolster the agritourism sector. The study employed a contingent valuation method (CVM); structured questionnaire was utilized in the face-to-face survey of 160 respondents to determine their WTP for entrance fees to agritourism sites. The analysis revealed that 99.375% of respondents are willing to pay to visit agritourism sites. Level of formal education and general awareness about agritourism have positive influence on WTP. Key characteristics of agritourism sites that attract visitors include overall cleanliness, functioning amenities, and site accessibility. Motivations for WTP include the desire for recreational and educational activities, potential benefits include educating the public about agricultural, farmland preservation, and job creation. The study recommends infrastructure development, targeted marketing, offering diversification, government support, and continuous research. These strategies aim to attract a broader demographic, improve visitor experiences, and ensure sustainable growth of the agritourism sector. This research provides valuable insights into the economic potential of agritourism in Agusan del Sur, which may guide policymakers, private individuals, and farmers in developing effective strategies to leverage this sector for rural development and environmental conservation