Assessing digital media strategies for promoting agritourism in Benguet

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Published: Oct 27, 2026
DOI: https://doi.org/10.37715/jtce.v6i2.7091
Keywords:
Agritourism, Benguet, Digital Media, User-Generated Content, Visit Intention

Main Article Content

Eron Gabriel G. Diadula
De La Salle-College of Saint Benilde, Philippines
Jamielle S. Sumagui
De La Salle-College of Saint Benilde, Philippines
Djuliah B. Corpuz
De La Salle-College of Saint Benilde, Philippines
Alyanna P. Retanal
De La Salle-College of Saint Benilde, Philippines
Alyssa P. Retanal
De La Salle-College of Saint Benilde, Philippines
Iris Gabrielle Ann Escaro
De La Salle-College of Saint Benilde, Philippines
Marga Clarence P. Bolalin
De La Salle-College of Saint Benilde, Philippines

Abstract

Digital media strategies, user-generated content (UGC), and online visibility are increasingly reshaping promotional efforts across the tourism sector. However, many rural agritourism micro-, small-, and medium-sized enterprises (MSMEs) in Benguet remain underpromoted despite the growing influence of digital platforms on consumer travel decisions. Grounded in the Stimulus-Organism-Response (SOR) Model, this study assessed how online visibility, UGC credibility, and digital marketing are related to Generation Z domestic tourists’ perceptions, trust, and visit intentions. Utilizing a quantitative descriptive-correlational research design, data were gathered through a structured online survey from domestic Generation Z tourists who have visited or considered visiting agritourism sites in the province. The findings indicate that user-generated content is highly credible and is strongly associated with travel decision-making. Significant positive relationships were identified between UGC credibility and travel decision-making, as well as between online visibility and visit intention, confirming that digital touchpoints show a significant relationship with tourist behavior. Consequently, agritourism operators and local tourism stakeholders should transition from traditional advertising toward designated photo-worthy farm spots, review incentives, active short-form video engagement, and digital upskilling programs to foster local MSME sustainability and regional economic self-reliance.

Article Details

How to Cite
Diadula, E. G. G., Sumagui, J. S., Corpuz, D. B., Retanal, A. P., Retanal, A. P., Escaro, I. G. A., & Bolalin, M. C. P. (2026). Assessing digital media strategies for promoting agritourism in Benguet. Journal of Tourism, Culinary, and Entrepreneurship (JTCE), 6(2), 416–424. https://doi.org/10.37715/jtce.v6i2.7091
Issue
Vol. 6 No. 2 (2026): OCTOBER 2026
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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