Value Added and Rural Tourism Promoting through Native Chicken Beauty pageant for Sustainable Local Economy: innovative Approach to Agrotourism Development

Abstract

This descriptive-correlational research was conducted to assess the influence of native chicken beauty contests as agritourism activity on the motivation of farmers to raise native chickens. The study's participants are the farmers of Isabela province who are raising native chickens and participated in the native chicken beauty contest from 2018 to 2020. The study was mainly conducted by females, ages 51 to 60, married, educated, and involved in farming. Most participants raised less than 50 native chickens, had no training in native chicken management, and earned less than 10 thousand pesos from raising native chickens. The respondents are generally motivated to raise native chicken. Intrinsically, the respondents are raising native chicken because they love native chicken for its health benefits, and it can be an additional source of income for the family. Extrinsically, the respondents are motivated to raise native chicken because they believe it will become a strong industry and a stable market is available. The study also found that male and female respondents have comparable internal and external motivations for raising native chickens. Intrinsically, the respondents who are older, married, and unemployed, have higher education, are raising less than 50 heads, and are earning less than 10 thousand are more motivated to raise native chickens. Extrinsically, older respondents, widows/er, with higher education, a higher number of chickens being raised, and income generated from growing native chickens, engaged in public employment and farming are more motivated to raise native chickens. The study revealed that the native chicken beauty contest as an agritourism activity has a positive impact on the motivation of the farmers to raise native chickens.