Local Cuisine Attraction in the Rice Terraces of the Cordilleras: A World Heritage Site of the Philippines

  • Vicente L. Kalaw


Food is not only vital to the physical body; it is likewise linked to the whole tourism experience. This study determined the local cuisines offered to tourists and the major driving forces of tourists’ local food preferences and consumption through data drawn from tourists of the Rice Terraces of the Cordilleras which one of the World Heritage Sites in the Philippines. This study further determined the relationship of the tourists’ food preferences in relation to demographics and the tourists’ personality traits. This study employed quantitative survey conducted through fieldwork in the identified Philippine World Heritage Site. A survey questionnaire was administered with follow-up interview to 300 respondents who were chosen through purposive sampling. The data results indicated that tourists who were relatively young were much willing to consume local food despite little awareness about the local cuisine. The data results further revealed that Food-Related Personality Traits have a bearing on the tourists’ willingness to consume local exotic and common food in the region. Furthermore, food neophobia and food neophilia were found to have significant effect on the decision of the tourists to consume local food products.


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How to Cite
L. KALAW, Vicente. Local Cuisine Attraction in the Rice Terraces of the Cordilleras: A World Heritage Site of the Philippines. Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 1, p. 97-111, mar. 2023. Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/21598>. Date accessed: 10 june 2023.