Factors Affecting Tourists’ Decision-Making at Selected Agritourism Farm Sites in Indang, Cavite

Agritourism in the Philippines provided visitors with recreational opportunities while supporting local livelihoods; however, there was limited research on the factors that influenced tourists to visit agritourism sites in Indang, Cavite. This study addressed this gap by using the five aspects of tourism framework, focusing on attraction, accommodation, activities, amenities, and accessibility. The researchers applied a descriptive comparative design with purposive sampling of 80 local tourists who completed a validated four-point scale survey, and data were analyzed using means, frequencies, and non-parametric tests. Results showed that most tourists were adults aged 20–39, female, college educated, and residents of Cavite, with a majority traveling using a flexible budget. Tourists expressed a very high level of agreement with the influence of attraction, accommodation, activities, amenities, and accessibility, indicating these factors significantly shaped their decisions to visit. Statistical tests revealed no significant differences in assessments when grouped by age, sex, educational attainment, or source of funds, with all p-values exceeding .05, confirming consistent perceptions across tourist profiles. However, significant differences emerged based on residence, as non-Cavite residents rated amenities, activities, and overall experience higher than Cavite residents. These findings suggested that while tourists generally shared similar views on the five aspects of tourism, enhancing activities and amenities could further improve visitor satisfaction, particularly for non-local tourists. This study concluded that the five aspects of tourism played a vital role in influencing tourists’ decision-making when visiting agritourism sites in Indang, Cavite, implying that maintaining quality attractions, accessible facilities, and diverse activities supported sustainable agritourism while promoting rural development in the locality.