Marketing strategies in the agri-tourism industry in barangay alapang amidst pandemic

This study sought to determine the Marketing Strategies in the Agricultural Tourism industry in Barangay Alapang amidst pandemic. The respondents of the study were the Agri-Tourism sectors such as the Municipal Tourism and Agriculture officer, Barangay council, Farmers and Local Tourists. This study used Documentary Descriptive analysis technique which sought to document, describe, analyze and interpret the data gathered on the objectives, and result on the marketing strategy. A questionnaire was the primary instrument used in gathering the data needed in the study. Secondary data on tourist's arrival and other information were downloaded from the website of the Department of Tourism. The findings of the study are as follows: The total number of tourists who visited Barangay Alapang before the COVID-19 pandemic is greater compared to the number of those who visited during this time. There were more female tourists who visited Barangay Alapang during 2020-2021 with a majority under the generation of Millennials. The Kenvin's Garden is the most preferred Agricultural Tourism site and the Potted Flower Festival is the most preferred Agri- Tourism program in Barangay Alapang. Among the issues and challenges encountered by Barangay Alapang, rank 1 was on pandemic situation disrupting the activities because only local tourists are allowed to visit tourist sites. Moreover, the respondents strongly agree on the contribution of Agri-Tourism to Barangay Alapang in terms of its economic and social status and media relations was considered as the most used marketing strategy to promote the barangay amidst COVID- 19 pandemic. Based on the findings, the following conclusions were drawn: Tourists arrival in Barangay Alapang is affected by the desire of travelers for safety and security. Female tourists under the generation of Millennials are more daring because they have not experienced the difficult and trying times known by their elders and their male counter parts. The preference for Agri-Tourism sites is based on the benefits and beauty these sites offer while the preference for Agri-Tourism programs is based on the need of the residents to promote their culture and at the same time address their economic needs. The disruption of the activities which topped the list of issues and concerns can be attributed to the residents’ desire to keep their sources of livelihood be sustained. The respondents strongly agreed on the contributions of Agri-Tourism to the economic and social status of Barangay Alapang because these are happening at the moment.