Economic Sustainability Through Agritourism in Rural Communities: The Case of Native Chicken Beauty Contest in Isabela, Philippines

Noemi C. Liangco(1*), Sutthikarn Khong-Khai(2), Winitra Leelapattana(3), Weerapon Thongma(4)

(1) Maejo University International College, Chiang Mai
(2) Maejo University International College, Chiang Mai
(3) Maejo University International College, Chiang Mai
(4) Maejo University International College, Chiang Mai
(*) Corresponding Author


Agritourism is a promising industry in the Philippines. It is one among the backbones of Philippine economy. This study assessed the impact of the native chicken beauty contest as an agritourism initiatives in Isabela, Philippines based on the perceptions of 639 farmers and stakeholders. The participants are coming from different municipalities of the province. Data were gathered through an adapted survey. Findings revealed that the respondents have a positive perception on the impact of the initiatives in the aspect of economy. They believe that the initiative improves their financial status, and that they received strategic and financial support from the government through their political leaders. On the other hand, the participants’ concern was about peoples’ participations to the development and implementation of the initiatives, proper development of community image for branding towards international recognition. Hence, a policy on inter-agency and inter-cultural monitoring board is highly recommended.


Agritourism; native chicken; beauty contest; economic

Full Text:



Aideed, H. A. O. 2021. Exploring the Local Community Perception of Event Tourism Socio-Cultural Impacts: A case of the Salalah Tourism Festival, Salalah City, Oman. Bournemouth University.

Alemayehu, T.; J. Bruno; F. Getachew; and T. Dessie. 2018. Socio-Economic, Marketing and Gender Aspects of Village Chicken Production in the Tropics: A Review of Literature. International Livestock Research Institute

Ani, P. A. B. and M. B. Castillo. 2020. Revisiting the State of Philippine Biodiversity and the Legislation on Access and Benefit Sharing. Food and Fertilizer Technology Center for the Asia and the Pacific region Journal. Accessed 17 February 2023

Apongol, L. D. D. 2020. Agritourism in the Philippines: Forging New Heights as an Agritourism Destination. Kapwa Travel Blogspot. Access 16, January 2023.

Baleza, A.L. (2018). Sorsogon Rural Women to Gain More Income from PRDP-Funded Native Chicken Production Project. Department of Agriculture.

Borlika, R.R., and Y.V. Rao. 2015. Theory of Agri-Tourism and its Practice in India. ZENITH International Journal of Multidisciplinary Research. Vol. 5, No. 8, pp. 33-41. 2015.

Briones, R. M. 2017. Characterization of Agricultural Workers in the Philippines. Philippines Institute of Development Studies. Quezon City, Philippines.

Buranawit, K.; C. Chailungka; C. Wongsunsri; and W., Watchara. (2016). Phenotypic Characterization of Thai Native Black-bone Chicken Indigenous to Northern Thailand. Thai Journal for Veterinary Medicine, Vol. 46, No. 4, pp. 547 – 554.

Caynila, K. A. M.; K. T. Luna; and S. A. A. Milla. 2022. The Philippine Tourism Sector amid the Pandemic: Developments and Prospects. Economic Newsletter of the Central Bank of the Philippines.

Department of Agriculture. 2021. Investment Guide for Native Chicken. Agribusiness and Marketing Assistance Services and Agribusiness Promotion, DA. Access 18 February 2023

Department of Tourism (DOT). 2021. DOT Banks on Farm Tourism to Benefits Famers and Fisherfolks. Department of Tourism (DOT) Local News. Access 18 February 2023

Department of Tourism. 2019. Philippine Tourism Statistics. Statistics, Economic Analysis and Information Management Division.

Dusaran, R. N. and R.A. Pabulayan. 2015. Production Practices of the Native Chicken Growers in Western Visayas. Philippine Institute for Development Studies.

Garry, H. (2019, July 16). The Philippines’ Marine Biodiversity Faces Decimation. Earth.Org. Access 18 February 2023

Ghidouche, K. A.; L. Nechoud; and F. Ghidouche. 2021. Achieving Sustainable Development Goals through Agritourism in Algeria. Worldwide Hospitality and Tourism Themes, Vol. 13, No. 1, pp. 63 – 80. Access 18, February 2023

Guzman, R. B. (2020). Wedding Rituals and Stages among the Itawes of Isabela, Philippines. Journal of Critical Reviews, Vol. 7, Issue 11, pp. 1 – 5.

Lambio, A. L. 2010. Poultry Productions in the Tropics. University of the Philippines Printing Press, Quezon City, Philippines.

Larit, J. and P. Patthira. 2016. Raising of Native Chicken in Thailand. International Journal of Science Technology and Management, Vol. 5, Issue 12, pp. 47 – 55.

Manalo, C. C.; S. M. Amboy; R. V. S. Gamil; A. J. C. Geroy; and B. T. Festijo. 2019. Benefits of Agritourism in Batangas Province. Asia Pacific Journal of Education, Arts and Sciences, Vol. 6, No. 3, pp. 8 – 16.

Morales, B. 2012. Philippine Native Chicken on the Spot Light. Backyard Chicken.,docile%2C%20quiet%2C%20and%20friendly. Access 19 February 2023

Montefrio, M. J. F. and H.L. Sin. 2019. Elite Governance of Agritourism in the Philippines. Journal of Sustainable Tourism, Vol. 27, Issue 9, pp. 1338-1354.

Pavic, L.; C. Pažek; and M. Pavlovič. 2018. Agritourism: Between Agriculture and Tourism: A Review. 3rd International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era.

PCAARRD. Native Chicken: Industry Strategic Science and Technology Program. Department of Science and Technology. 2020. Access 19 September 2022

Philippine News Agency. 2015. Army Camp’s 3-Hectares Organic Farm in the Latest Tourist Attraction in Isabela. Business Mirror. Access 19 September 2022

Philippine Statistics Authority. 2022. Chicken Situation Report, January to March 2022. Access 18, February 2023

Prayogi, H. S. 2011. The Improvement of Indonesian Native Chicken: Estimation of Genetic Parameters, Response to Selection, and Disease Resistance Ability. Journal of Integrated Plant Biology, Vol. 21, No. 1, pp. 1 – 5.

Spire. 2013. The Rise of Agritourism in the Philippines. Research and Consulting Pte Ltd Access 19 September 2022

Tugade, L. O. 2020. Re-creating Farms into Agritourism: Cases of Selected Micro-Entrepreneurs in the Philippines. African Journal of Hospitality, Tourism and Leisure, Vol. 9, Issue 1, pp. 1 – 13.

Tumabao, M. D. 2022. Isabela is Region 2’s Favorite Tourism Destination for the Last Three Years. Philippine Information Agency. Access 18 February 2023

Yaemkong, S.; S. Sonsurin; A. Khoktong; and S. Phumnual. 2018. Effect Of Locations, Education, Breeds and Production Objectives for Raising Native Chicken on Revenue of Farmers in Wang Thong, Mueang, Bang Rakam and Phromphiram Districts, Phitsanulok Province.

Yamagishi, K.; C. Gantalao; and L. Ocampo. 2020. The Future of Farm Tourism in the Philippines: Challenges, Strategies and Insights. Journal of Tourism Futures.


Article Metrics

Abstract views : 902 | views : 409


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Buletin Peternakan (Bulletin of Animal Science) Indexed by:

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.