Tourists’ motives and activity preferences to farm tourism sites in the Philippines: application of push and pull theory

Abstract

This study analyzed tourists’ activity preferences and motivations that drive them to visit farm tourism destinations and examined the relationship between them. It employed a quantitative following a descriptive-correlational research design with a total of 304 respondents who completed the researcher-administered and online survey questionnaires and were analyzed through canonical correlations. The study revealed that the pull motives of visitors are stronger drivers than push motives in visiting farm tourism sites. Moreover, the study found a linear relationship between the preferred activities and the motivations of local tourists. It suggests that farm tourism operators should continue to enhance their farm’s physical attributes while retaining the element of rurality, local cultures, and ways of life.