Advancing Local Agritourism Programs in Achieving New Normal Goals: A Sustainable Marketing Strategy Approach from the University of Baguio- Sihtm

Abstract

This study examines sustainable marketing strategies to enhance agritourism development in Barangay Alapang, La Trinidad, Benguet. Grounded in three UN Sustainable Development Goals—Decent Work and Economic Growth (SDG 8), Sustainable Cities and Communities (SDG 11), and Partnerships for the Goals (SDG 17)—it identifies effective marketing practices, analyzes agritourism’s economic and community roles during the pandemic, highlights challenges, and proposes recommendations to support local stakeholders, including the School of International Hospitality and Tourism Management (SIHTM) at the University of Baguio.

Using mixed methods, the study surveyed 118 local farmers and conducted interviews and focus group discussions with government officials, along with policy analysis. It aimed to explore how sustainable marketing strategies can be applied to strengthen local agritourism initiatives, particularly within the SIHTM program at the University of Baguio.

Agritourism promotion primarily depends on digital marketing via platforms such as Facebook and Instagram, with 79% of farmers aware of these strategies, reflecting pandemic-era global tourism trends favoring local markets and online engagement. Challenges include prioritizing short-term financial gain over long-term sustainability (noted by 78% of respondents) and limited use of creative tools such as virtual tours.

Agritourism contributes to livelihoods by generating income, employment, and infrastructure development, yet cultural preservation remains underrepresented. The community has adapted through online sales but continues to face constraints such as limited budgets, inadequate infrastructure, regulatory barriers, and a lack of collaboration.

Recommendations include adopting integrated marketing approaches, providing sustainable tourism training, strengthening stakeholder partnerships, and preserving cultural heritage preservation.