Food tourism plays an important role in the tourist enterprise. Gastronomic experiences become known as a strategic commodity in branding food tourism destinations. There are tourists seeking authentic food in a certain place to satisfy their gastronomic experiences. This paper addressed the factors that motivate tourists to visit food tourist destinations and how affected the five influential factors of food tourism branding. The study was a quantitative research and used the convenience sampling method. Additionally, survey questionnaires were distributed to gather information from 100 respondents who were customers from selected restaurants in San Pablo, Laguna. The research design was then validated by the thesis adviser. The analysis of variance and t-test were used to identify the patterns of the criteria of the responses gathered. The findings showed under the influential factor Service Providers that the staffs are wellmannered and job-oriented, which strengthened the brand of the restaurant. Under the influential factor Payment , the selected restaurants used a competitive pricing system for the customers to afford a wide variety of food and services. Under the influential factor Advertisement , there are no other forms of advertisement aside from their logos. Under the influential factor Food Variety and Quality , there is certain uniqueness in the food served. Lastly, under the influential factor Distinctive Style of Cooking , the restaurants have their own signature dish and were properly presented to the customers.
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