Chapter 1 3

NATIONAL COLLEGE OF SCIENCE AND TECHNOLOGY
Amafel Building, Aguinaldo Highway, Dasmariñas, Cavite

●Tel. No.: (046) 416-6278 ●Telefax: (046) 416-0166 ●Mobile No.: +63918-888-6278
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HOSPITALITY AND TOURISM MANAGEMENT DEPARTMENT
Revitalizing the Coffee Farming Industry to Evaluate

the Effect of Socio-Cultural Tourism
Activity in Amadeo, Cavite
An Undergraduate Thesis Presented to the Faculty of

Hospitality and Tourism Management Department
National College of Science and Technology
Dasmariñas City, Cavite
In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Tourism Management
Ayalde, Christian
Cañete, Andrea Marie V.
Obar, Jesie B.
Rico, Norika P.
Vender, Rosel Faith B.
JULY 2022
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CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
The Philippines is an agricultural country with a large portion of the
population living in rural areas and relying on agricultural operations to support
themselves. Philippines main agricultural sub-sectors is farming and fishing due
to the country’s altitude and tropical climate as according to the study titled
Agriculture in the Philippines- Statistics and facts, 2021. One of the major
agricultural products in the Philippines is Coffee. Coffee farming is suitable in the
country because of its climate and soil conditions, from lowland to mountain
regions. The main reason why the Philippines produces four commercially viable
coffee varieties: Arabica, Liberica, Excelsa and Robusta (Papa, 2019).
According to the study of Bequillo (2019), entitled “A primer on PEF’s
Priority commodities: Industry study on coffee”, a Spanish Franciscan friar
introduced the first coffee tree in Lipa, Batangas in 1740, which quickly drew the
attention of neighboring towns. In 1860, coffee training began in Batangas,
catering to both US and European markets. Cavite began producing coffee in
1870, with the first tree planted in the town of Amadeo.
Coffee is one of the most popular beverages not only in the Philippines but
around the world and its popularity is continuously growing, which can be
expressed by almost doubling its production over the last three decades (Hejna,
2021). However, Despite the fact that coffee as a beverage is becoming more
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and more popular, in the Philippines, the production of coffee has been steadily
declining, from 68,800 metric tons in 2016 to 60,600 metric tons in 2020, despite
a little increase from 2019 to last year (Laviña, 2021). Meryenda (2021) also
added a statement that there are various factors, including an increase in coffee
growers switching to other crops, old trees with little to no rejuvenation, poor farm
practices and lack knowledge regarding the technology used by the farmers,
aging farmers, limited access to certified planting materials, and restricted credit
options contributed to the continuous decline in production.
Amadeo is a municipality on down south in the province of Cavite,
Philippines that is revered as the nation’s Coffee Capital (Malicdem, 2021).
According to the official website of Amadeo, Cavite, the majority of the people
are farmers from marginalized sectors, including senior citizens who rely on
farming for a living and was previously composed of thirteen (13) barrios and
twelve (12) additional barangays were established under Presidential Decree No.
86 as amended by PD 86-A, all of which are located in the Poblacion which are
spread across 4,790 hectares of rolling plains and hills, are homes.
Amadeo has an event and program to revitalize the coffee farming
industry. The Pahimis festival and Café Amadeo Development Cooperative.
According to Tan (2019), Pahimis Festival is an event of thanksgiving for a good
fruit of labor for farmers and promoting the coffee farming industry in Amadeo,
Cavite. It is a three (3) day celebration that is held every month from April 25- 27
as per the official website of the Province of Cavite, 2018.

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Jose (2019) stated that Café Amadeo Development Cooperative, is a
group of coffee producers that is intended to revive the town’s coffee industry,
which provides the citizens income and livelihood. Coffee is processed,
advertised, distributed, repackaged and sold by Café Amadeo Development
Cooperative in both domestic and foreign markets. Moreover, Rene Tongson,
director of the PCB, discussed the value of pooling resources and how
cooperatives may help farmers get the most out of their investments. In order to
encourage coffee growers to grow coffee, the Pahimis program led to the
establishment of Amadeo's sole coffee cooperative in 2002.
Given its reputation as the Coffee Capital of the Philippines, the
researchers chose to study how revitalization of coffee farming affects the socio-
cultural tourism activity in the municipality. This research will help the local
government of Amadeo as it will give a handful of data and insights on how the
events and programs influence the local community to boost the coffee industry.
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Background of the Problem
Amadeo has 4,790 hectares of land planted to coffee, the largest land
area devoted to coffee farming in the uplands of Cavite, making it the biggest
coffee producer in the province and in the country (Bolido, 2019). Furthermore, it
is known for doing a natural process in which the farmers hand-sort the beans
before sun-drying them with the parchment still attached, focusing on procedures
that bring out the best in each coffee bean. It provides unique flavors and
fragrances to coffee while also being environmentally friendly since it requires
less water to prepare the beans (Black Coffee Trading Co., n.d).
According to the official website of Café Amadeo Tripod, the province,
there are nine (9) Coffee-Growing Municipalities, but the municipality of Amadeo
has distinguished itself in terms of planted hectares, productivity, the number of
coffee growers, and other development criteria. With 4,560 metric tons of
production, 4,226 growers, and 3,800 coffee-dedicated hectares in 2001, it had
the highest recorded production numbers in the world. In addition, Interno (2021)
stated that back in the 1990s, farmers in Amadeo used to be incredibly proud of
their harvest and boast about making excellent coffee beans. However, the local
coffee industry is in decline. The coffee growers blamed aging plants, increased
acidity, land conversion, a mismatch in government funding, or a decreasing
younger worker.
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Objective of the Study
The general objective of the study is to revitalize the coffee farming
industry to evaluate the effects of socio-cultural tourism activity in Amadeo,
Cavite.
Specifically, the study also aims to:
1. To determine the demographic profile of the respondents in terms of:
a. Age
b. Gender
c. Educational Level
2. To determine the impacts of the socio-cultural program and event and
their effects on the revitalization process of the Coffee farming industry in
Amadeo, Cavite.
3. To assess the factors that affect to the socio-cultural activities of
respondents based on different aspects in terms of:
a. Culture
b. Education
4. To determine the significant relationship of the demographic profile of
respondents in the assessment of factors of socio-cultural tourism activity
in Amadeo, Cavite.
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Statement of the problem
The researcher seeks to revitalize the coffee farming industry to evaluate
the effects of socio-cultural tourism activity in Amadeo, Cavite.
Specifically, the researchers will answer the following questions:
1. What is the demographic profile of the respondents in terms of:
1.1 Age;
1.2 Gender;
1.3 Educational Level
2. What are the impacts of the socio-cultural program and event and their
effects on the revitalization process of the Coffee farming industry in
Amadeo, Cavite?
3. What is the level of agreement with regards to the factors that affect the
socio-cultural activities of respondents based on different aspects in terms
of;
3.1 Culture;
3.2 Education
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4. Is there a significant relationship of the demographic profile of
respondents in the assessment of factors of socio-cultural tourism activity
in Amadeo, Cavite?
Hypothesis:
Ho1: There is no significant relationship between the demographic profile of the
respondents and in the assessment of factors of socio-cultural tourism activity in
Amadeo, Cavite.
Ho2: There is a significant relationship between the demographic profile of the
respondents and in the assessment of factors of socio-cultural tourism activity in
Amadeo, Cavite.
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Theoretical Framework
Lev Vygotsky theory
According to Vygotsky the “socio-cultural” is learning and growth as being
embedded within social events and occurring when a person interacts with other
people, objects and events in a collaborative environment. The theory explains
the importance of this to society on how it develops individuals' socio-cultural,
learning, cognitive functions, values, and beliefs. Hence, the socio-cultural focus
on the roles that participation in social interactions and culturally organized
activities play. Vygotsky is a prominent Russian psychologist best known for his
sociocultural theory and was a founding figure in the field of psychology. He
focuses solely on sociocultural theory. He diversified his interests to education,
psychology of art, and language development.
The theory of Lev Vygotsky was supported by Albert Bandura the author
of “Social Learning Theory” stated that people learn from one another through
observation, imitation, and modeling because it includes attention, memory and
motivation. The theory is sometimes referred to as a bridge between behaviorist
and cognitive learning theories. Behavioral learning theory assumes that learning
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is based on person and environment, however cognitive learning theory claims
that learning is influenced by psychological factors. Bandura is a Canadian-born
American psychologist and the founder of social cognitive theory.
The theory of Lev Vygotsky (1978) and Albert Bandura (1977) is relevant
to this study specifically to assist researchers in comprehending the significance
of the study. The researcher chose this theory to support the study that will be
conducted as it gives a specific description of how sociocultural influences work.
As well as, socio-cultural tourism activity plays a big role in reviving the coffee
farming industry.
Conceptual Framework
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Figure 1: The Conceptual Paradigm of the Study
The researchers aim to revitalize the coffee farming industry to evaluate
the effects of socio-cultural tourism activity in Amadeo, Cavite. Figure 1 shows
the conceptual paradigm of the study. The framework shows how the study will
be conducted by gathering the respondents' demographic profiles and
sociocultural factors, which will then be tested to see if there is a significant
relationship between the two variables using a quantitative descriptive-
correlational method collected through survey questionnaires.
Scope and Delimitation
The study is mainly focused on evaluating the effects of socio-cultural
tourism activity to revitalize the coffee farming industry in the Municipality of
Amadeo, Cavite. The respondents are one hundred (100) divided into two (2)
categories: fifty (50) Program implementers and fifty (50) Community residents.
The researchers will select respondents by using the purposive sampling
technique and survey questionnaires will be used to collect the information.
The study is conducted in Amadeo, Cavite from march 2022 until January
2023.
Significance of the Study
The research vital result is highly significant and beneficial especially to
the following:
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Local Government Unit (LGU). The findings in this study may provide them with
suggestions on how to address the problem they faced with regard to the
revitalization of the coffee industry. Moreover, they can be more informed of the
teaching style and instructional materials by the said approach in doing coffee
trees.
Community Residents. The study will help residents of Amadeo to understand
the significance and need of promoting the coffee industry by having an effective
socio-cultural tourism activity while also preserving their culture.
Coffee Farmers. The results of the study will help farmers in boosting their
motivation to plant additional coffee trees. By increasing their understanding of
how to address the current issue that the farmers were facing.
Future Researchers. This study is a source of conceptual and research
literature when conducting their own research on the same issue like this. It may
be possible to broaden the scope of the current inquiry in order to get a more
general conclusion.
Definition of Terms
The following terms were defined according on how they are used in the
study:
Agri-tourism – Any activity performed on a farm or ranch that allows members
of the general public to view or enjoy rural activities, such as farming, ranching,
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historic, cultural, harvest-your-own activities, or natural activities and attractions,
for recreational, entertainment, or educational purposes.
Biodiversity – Refers to the variety of life that may be found in a given place,
including animals, plants, fungi, and even microbes such as bacteria.
Café Amadeo Development Cooperative – A group of coffee growers who
intended to revitalize the town's coffee business, which provided a significant
source of income and livelihood for many of its citizens. Café Amadeo
Development Cooperative produces, promotes, distributes, repacks, and markets
coffee in both the domestic and international markets.
Coffee Farming - The act of cultivating and growing coffee on a coffee farm, as
well as the science, skills, and techniques involved. Coffee farming is an
important type of farming on the planet since coffee is a widely consumed and
used product on a worldwide scale, and many people rely on it for a living.
Cognitive Functions - Cognitive function is a broad term that relates to mental
processes involved in knowledge acquisition, information manipulation, and
thinking.
Culture - Culture is a term describing a group of people's "way of life," or the way
they do things. Different groups may have different cultures. It is passed on to the
next generation by learning, whereas genetics are passed on by heredity.
Declining - Declining is becoming smaller, fewer, or less and decreasing.

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Education – A social institution that gives crucial knowledge to its members,
such as basic facts, work skills, and cultural norms and values.
Farmers – Someone who works in agriculture like coffee farming and raises
living organisms for food or raw materials.
LGU – also known as Local Government Unit, are administrative and political
units with budgetary, legislative, and executive responsibility for the smallest
geographical regions.
Pahimis – Pahimis is the word for “pasasalamat” (thanksgiving) in Amadeo,
Cavite. Coffee growers used to give away their final can of harvest as a symbol
of thankfulness, thinking that doing so would bring luck and abundance the next
harvest season.
Pahimis Festival – Pahimis Festival is a three-day yearly event held in Amadeo,
Cavite, in April for thanksgiving.
Revitalization - the process of bringing something back to life, development, or
success.
Socio-Cultural - Sociocultural refers to a population group's common traditions,
habits, patterns, and beliefs, which are influenced by social and cultural
influences.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDY
This chapter presents a gathered review of related literature. The insights
provided by the authors.
Foreign Literature
Coffee is one the most well-known beverages with 400 billion cups
consumed per year; it provides a livelihood for at least 60 million people in a
variety of countries. The well-known beverage is nutritious and preventive
against a variety of chronic conditions. For these and other reasons, maintaining
the coffee industry's long-term health, well-being, and environmental
sustainability should be a top concern (Sachs et al, 2019). In addition, the study
of Bulitta and Duguma (2021) titled “The Unexplored Socio-Cultural Benefits of
Coffee Plants: Implications for the Sustainable Management of Ethiopia’s Coffee
Forests” Coffee serves as both utility and as symbolic representation to the
Gomma community. The utility functions of coffee include its commodity (market
item) nature, coffee meals, and coffee as a livelihood object. The majority of
individuals are aware of coffee's significance in meeting specific societal

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requirements or desires. Coffee and its related forests have less well-known
habitat roles, yet they are occasionally regarded as a utility. Symbolic functions
are defined as the roles that coffee plays in society as social tools, cultural and
religious functions, and communication media. The reason for this is that coffee
in these positions typically represents distinct meanings or circumstances that
are unique to a certain society, culture and environment.
According to Cherry (2022) a sociocultural author of very well minded,
mentors in our lives, such as teachers and parents, guide our psychological
growth. Other times, we form our values and views as a result of our interactions
with others in our social groups or through participation in cultural events. Socio-
cultural focuses on how cultural beliefs and attitudes affect how people learn, as
well as how adults and peers influence individual learning. In relation to this
research study and socio-cultural factors, tourism activity is seen as one of the
contributors to the improvement of any cultural existence in society. According to
Zhuang at al (2019) the "human effects" of the tourism sector include
sociocultural implications, with a focus on changes in the quality of everyday life
for locals in tourist locations and cultural consequences connected to shifts in
traditional values, conventions, and identities brought about by tourism. This
means that socio-cultural activities found within tourism is the efforts of locals to
show their culture and identity to tourist and travelers. In fact, Amalu et al (2021)
showed that the contact of visitors with the host communities has a favorable
impact on the socio-cultural values of the people, such as traditional marriages,
traditional construction patterns, family income, and traditional landscape design,

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and traditional arts and crafts. The report also suggests that in order to increase
tourist visits to the local areas, there should be more cultural events and stronger
marketing and promotional tactics.
The educational curriculum reflects a society's culture (Mulenga and
Kabombwe, 2019). The education acculturates a person while simultaneously
preserving, transmitting and developing societal culture. According to Bawa
(2017), The preservation of culture or social legacy is a crucial role that
education plays. Through its specialized agencies, education works to ingrain
traditions, customs, values, the arts, morality, etc. into students' impressionable
brains. Education and culture are mutually connected, complementary and
supplementary in all of their dimensions and activities. The Individuals receive
educational and cultural information through their families, communities and
educational institutions. Given the importance of culture, the function of
education in the socialization and acculturation of an individual in a community is
worthwhile to investigate and comprehend the impact of culture on education
(Kapur et al. 2018).
Local Literature
The House Bill 1271, An act establishing a national program for the coffee
industry providing funds therefor and for other purposes also known as "Coffee
Development Act of 2017" on the Section 3 Development of the Coffee Industry
the Department of Agriculture (DA), in consultation with the Department of
Science and Technology, state that universities and colleges, farmer groups,
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local government units and the private sector, shall formulate necessary
programs and projects for the advancements and industry-wide development of
coffee in the Philippines, as follow:
· Organize systematic programs that could improve coffee production
including the development of effective production systems
· Promotes the coffee as industry to investors
· Provide technical assistance on planting systems and rehabilitation of
farms;
· Develop efficient and productive processing technologies for coffee
beans;
· Allow, facilitate the establishment of credit programs in government
banks for coffee farmers;
· Conduct research and other scientific on coffee;
· Establish and maintain a germplasm collection and gene bank for
coffee;
· Provide marketing and promotions of coffee for domestic and export
markets;
· Classify coffee as a high value crop;
· Establish a coffee processing facility for farmers and farmer's
organizations;
· Coordinate and collaborate with other government and non-government
agencies involved in the development of the coffee industry.

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Furthermore, in a study by Luat, Mendoza, & To (2022) in their study
about the economic sustainability of local coffee production in the Philippines, it
has been revealed that because of the efforts done to preserve the coffee
farming industry as well as the demand for the domestic people (Filipinos) in the
consumption of coffee, the coffee farming industry in the Philippines is predicted
to last long, and be improved with several factors that other studies can research
on. It has also been revealed by Statista (2022) that about 3.3 million 60-kilogram
bags of coffee were eaten in the Philippines overall in 2020, reflecting a steady
rise in coffee consumption over the years. Most of these contributors in the
coffee consumption in the Philippines were normal people with an average age
off 18-64 years old, according to Laurico et al (2020). The effort to preserve
coffee consumption and coffee culture in the Philippines is done through different
efforts and one of which is by celebrating festivals. In fact, according to Nuñez
(2019), many Filipinos benefit emotionally and financially from the fiesta. It
provides a platform for regional manufacturers to sell their goods and make
money. This makes it possible for schools to display their abilities by taking part
in activities and contests. This encourages both domestic and international
visitors to see our country's natural splendor. Most significantly, it provides
identity because of the rich diversity of culture and tradition found in the
Philippines. During the inaugural Pahimis Coffee Festival in 2002, Amadeo,
Cavite was dubbed the "coffee capital of the Philippines." Pahimis means
"thanksgiving," and 17 years later, Amadeo is still grateful for the little bean that
made it famous in food (Tan, 2019). The annual "Pahimis" Coffee Festival seeks
to increase local and international demand for Cavite coffee, revitalize farmers'
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interest in the industry, increase coffee yields, and achieve a competitive price for
coffee on the global market (Pino, 2019). Meanwhile, CADC, or the Cafe
Amadeo Development Cooperative, a cooperative registered and established in
the year 2022. According to to their website, this initiative revives the coffee
industry of the town as a major source of livelihood and income. Governor of
Cavite, Hon. Ireneo ‘Ayong’ S. Maliksi respond to the call and support the
program. The cooperative was duly organized, formed, and started with 20
members mostly coffee millers, traders, producers, and farmers engaged in
selling of premium green coffee beans. In addition, education is like other social
institutions, it has two faces: forward and backward. The traditional definition of
education is training in the skills, crafts, and values of a tribe, class or
community. Education has enormous potential as a tool for social and cultural
transformation. It is important to remember that education not only imparts
information, but also develops skills, interests, attitudes, ambitions, values,
facilitates social and cultural advancement, and raises the social and cultural
level of the people. It brings cultural changes, which can lead to a variety of
transitions and alterations in society. Variations in norms of values and thinking
modes, changes in material culture, ideas, family relations, political culture,
patterns of administration at the local, state, regional and national levels,
involvement in social activities, changes in personnel abilities and attitudes; in
short, in every aspect of human activity can be observed. It is thought to be the
most powerful tool for human change. On the other hand, education acculturates
a person; on the other, it maintains, transmits, and develops a society's culture.

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To summarize, education and culture are mutually dependent,
complimentary, and supplementary in all areas and activities. Thus, education
and culture are strongly intertwined. Culture education is mostly provided by the
family, society, and school. Given the significance of culture in man's existence
and the function of education in an individual's socialization and acculturation, it
is essential to examine the changes that have occurred in our culture (Basha,
2017).
Foreign Study
Agri-tourism is an environmentally and socially responsible kind of
tourism. It is activities include farm stays, Agri-education, harvesting activities,
entertainment activities, rural sports and on-farm direct sales. A sort of
ecologically responsible tourism. It gives city dwellers a chance to decompress
and relax from their frantic daily activities. If men and women have equal earning
opportunities, gender prejudices can be reduced. People can learn about
agricultural processes and how they contribute to the country's prosperity and
standard of living through Agri-tourism (Jamgade, 2019). With an annual
production of over nine million tons of green beans, coffee is a very significant
agricultural crop produced in about 80 tropical nations, with an estimated 125
million people dependent on it for their livelihoods in Latin America, Africa, and
Asia (Krishnan, 2017). Thus, agri-tourism in coffee plantation is widely available
as well in many different parts of the world. In fact, one of the newest forms of
tourism in West Java, Indonesia, is coffee plantation agritourism (CPA). In an

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effort to boost the number of travelers interested in nature tourism, sustainable
agritourism is being adopted (Wiyono et al., 2021) The sustainability of profitable
agriculture and a natural environment are both necessary for long-term
agritourism. The NRCS lists six key components of agritourism sustainability:
engagement, authenticity, enjoyment, values, and partnerships. One of the
primary driving forces behind the implementation and management of their
tourist-focused activities, according to many agritourism operators, is the desire
to educate tourists or to utilize their activities as a means of community outreach
(Sustainable Agriculture Research & Education Program, 2019).
Socioculturalism is a combination of social and cultural aspects. Social
and cultural activities assist students to prepare for everyday life and help each
develop personal skills. The community’s cultural assets are made up of tangible
and intangible cultural activities (Rulle, 2020). As well as, social activities require
interaction, communication, and participation with others. They are ingrained in
work, education and society (Spacey, 2021). Cultural aspects will be those that
contribute to the revitalization of society's cultural elements (Pramiskatila, 2020).
In addition, Authors such as Houck and McAdam (2012), Holland (2021)
stated that the two sorts of culture that exist are material and non-material
culture. Non-material culture is the influence of the community's intangible
products, whereas material culture is the effect of society's physical products. At
the same time, a society might have both material and non-material cultures.
Material culture, according to the author, refers to the tangible components of
civilization, such as artifacts created or transformed by humans. Physical things

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or artifacts surround people and their activities, and their properties, whether
chemical, physical, or biological, characterize them as non-material culture.
Ideas, beliefs, social roles, regulations, ethics, and attitudes are all part of the
study.
Lohman (2021) on-material culture, on the other hand, has a substantial
influence on how people behave, interact with one another, and interpret their
surroundings.
According to Bakhtiari (2017) a cross-sectional study conducted in Japan,
persons who participate in social events experience beneficial psychological
effects such as improved self-esteem, a sense of belonging, and a sense of
purpose in life. Positive psychological states have a significant impact on mental
health and guard against a decline in psycho-physical function.
In addition, Cleave (2020) stated that because of the differences in life
experience across age groups, as well as people's changing interests and
behavior as they get older, including an age question in a survey may be quite
valuable. Furthermore, the study titled “The Gender Perspective”, Gender
differences are social constructions that are based on a society's judgments of
physical differences as well as expected interests, dispositions and skills of men
and women.
Local Study
Coffee is now the second most popular beverage after water, as well as
the second most traded commodity after petroleum. In fact, it is regarded as

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"black gold," a Philippine asset. Coffee is an essential part of many people's life,
whether they are young or elderly and wealthy or poor. Millions of people
throughout the world wake up to a cup of coffee, whether freshly made or instant;
a caffeine kick starts their day (Papa, 2019).
According to the official website of Philippine coffee board, Philippine
Liberica, often known as Barako/Baraco, is a robust and potent coffee bean. The
larger cherries that are mostly grown in the provinces of Batangas and Cavite,
are a staple in the Philippine coffee landscape. The glorious days of the
Philippines coffee industry lasted until 1889, because of insect infection and
waves of pest and diseases and the wealthy landowners converted their coffee
crops into sugarcane fields. The Philippine government, with the assistance of
the Americans, introduced a more resistant coffee type in the 1950s. Instant
coffee was also being commercially made at the time, increasing demand for
beans. In the 1960s, many farmers returned to cultivating coffee due to good
market conditions. Therefore, The Department of Agriculture Philippine rural and
development project has a project which is called revitalizing the coffee industry
in Kalinga. The study provides a program to support the coffee industry which is
Kalinga coffee trading center (KCTC) that was inaugurated last July 18. Kalinga
has two other FMR subprojects supporting the province's coffee sector.
Moreover, 450 farmers from various farmer cooperatives and associations were
already trained in Coffee Revitalization, Harvesting, and Post Handling
Technique to enhance the productivity of century-old trees. Coffee growers from
Pasil, Pinukpuk, and Tabuk City got training in coffee rejuvenation in order to
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restore the province's coffee business. The Coffee Revitalization Training was
offered by the Department of Agriculture's (Balocnit, 2022).
Perez (2017) stated that tourism might have been a way to promote
Philippine coffee. In addition, the president of the Philippine coffee board stated
in her press conference, promoting a coffee industry should encourage coffee
tourism. The farmers' level of sustainability was measured using three criteria:
economic, social, and environmental, because of the farmers' favorable living
and community circumstances, the social sustainability level was determined to
be moderate. Coffee farmers were frustrated and helpless as abrupt temperature
changes disturbed their growing patterns practically every time. In fact, one
season, while they rejoiced over their trees' successful reproduction, the
temperature rose, scorching the blooms, a year's worth of produce was gone in
an instant (Climate Reality Project Philippines, 2021)
Culture is a dynamic and multifaceted part of development, spanning and
intersecting with numerous industries and social groupings. More than these
crossroads, it is a nexus of the past and present that influences how individuals
go ahead into the future. It is a society's identity, resulting from its histories, tales,
experiences, knowledge, beliefs, and customs. Values, on the other hand, serve
as the foundation for people's decisions and are described as a belief or ideal
shared by a group or community about what is good or bad, desirable or
unwanted, acceptable or unacceptable. A defined set of values within a society
gives a common foundation on which greater cohesion can be developed. As a
result, culture serves as a backdrop, while shared values serve as guiding

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principles for developing policies and programs that support inclusive,
sustainable, and people-centered development.
Festivals are similar to "products" in that they should be well-known and
promoted to attract both domestic and foreign visitors. Celebrations are regarded
to be a source of pride for Filipino migrants because they entice foreign tourists
to visit and participate in the local festivals. It is also known as one of the socio
cultural efforts done by locals not only to celebrate the existence of harvest but
also to promote local tourism and help in the preservation of local tourism and
activities that locals greatly benefit from. Pahimis Festival is one of the festivals in
the Philippines that is celebrated in accordance to abundance of coffee
productions specifically in Amadeo Cavite. In the past, "pasasalamat"
(thanksgiving) was known by the Amadeo name PAHIMIS. Tradition dictates that
coffee growers give out their final harvest cans as a gesture of gratitude, hoping
that doing so will bring good fortune and abundance during the next harvest
season. Before beginning a commercial endeavor, neighbors will assemble for a
meal together, and friends and family will send a portion of their crop as Pahimis.
A coffee festival with the same name as this custom will be celebrated
every year for thankfulness and good fortune to keep with the tradition. The
annual event aims to support the booming coffee industry in Amadeo and
promote the town as one of the attractive investment havens for agribusiness
and eco-tourism (Pahimis Festival, 2017).
Legal Basis
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This section of the chapter addresses how the study relates to court
decisions that follow Philippine law.
The “Farm Tourism Development Act of 2016,” or Republic Act No.
10816, specifies the necessary laws and regulations for the development and
promotion of farm tourism in the Philippines. Specifically, Section 2 indicates that
the State recognizes the importance of agriculture in producing food and other
items necessary to sustain and improve human existence, as well as providing
livelihood to a large percentage of the population.
The State further recognizes that tourism, coupled with agriculture
extension services, can disseminate the value of agriculture in the economic and
cultural development of the country, serve as a catalyst for the development of
agriculture and fishery communities, and provide additional income for farmers,
farmworkers, and fisher folk. The State shall also seek to promote environment-
friendly, efficient and sustainable farm practices; provide alternative recreation
facilities and farm tourism activities for families, students and other clientele; and
promote health and wellness with high-quality farm-produced food. To maximize
the benefits that can be derived from agriculture and tourism combined, it is
therefore the declared policy of the State to provide the policy and enabling
environment for the encouragement, development and promotion of farm tourism
in the country.
Synthesis
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The study is focusing on evaluating the effects of socio-cultural tourism
activity in Amadeo Cavite. The article above shows its relation to the study, the
factors tend to influence the manner of which people get involved in development
initiatives such as programs and projects on different scales. Development is
defined as the "transformation of involvement in a sociocultural activity."
Individuals share their values, beliefs, culture, education, and language
(Apsalone & Sumilo, 2015), which leads to social and cultural relationships,
individually shared information is ineffective without connection, communication,
and engagement with others, or we must engage in social activities rather than
keeping our knowledge and experience to ourselves, By having those
characteristics of shared social interaction, it would link the notion of non-material
and material forms of culture (Holland 2021); these two variables give the best
examples of demonstrating socio-cultural activities in groups of persons. Material
forms are the things you can touch and feel; the best way to describe this is a
product made because of the culture and tradition of a specific place, The
greatest example of this is the success of Café Amadeo Cooperative
Development by incorporating the knowledge of coffee farmers to share their
individual ideas and knowledge that portrays the non-material form of culture,
and because of those knowledge and skills from local farmers it provides the fruit
of labor, which is the coffee bean and other coffee products that portrays the
material form of culture.
On the other hand, culture was built from the past and is being revised to
produce a better result in the future. Individuals tend to adapt each culture from
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the views of the past, whether good or bad, and it is indeed being adapted by
each individual to a specific group of people (Mulenga and Kabombwe, 2019).
Justification
Socio-cultural activities can affect not just a particular individual but a
group of people in terms of cognitive, social and critical skills, in addition to those
social interactions that make culture circulating. Numbers of authors provided
information of what is the benefit and significance of socio-cultural. The study
broadened researchers' understanding of socio-cultural factors and how the
impact existing actions in Amadeo Cavite, boosting the coffee industry and
production.
The lack of sufficient information, adaptability and sustainability initiatives,
as well as community willingness, are the reasons why the coffee industry has
been significantly falling. Due to this, collecting data from both foreign and local
studies is considered necessary as advanced data would immensely benefit the
revitalization of the coffee industry in Amadeo, Cavite. Thus, related literature will
be used as a support to implement better programs and ideas. Nonetheless, this
research will be dependent on methods that will be implemented based on the
flows of feedback from the respondents involved in order to truly evaluate the
effect of socio-cultural tourism activity to revitalize the coffee farming industry in
Amadeo, Cavite.
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CHAPTER III
METHODOLOGY
This chapter introduces and explains the Research Design, Research
Locale, Respondents and Duration, Sampling Techniques Used, Research
Instrumentation, Data Gathering Procedure and Statistical Treatment that will be
used by the researchers.
Research Design
The researcher utilized a Quantitative approach as a design that
systematically described the influences brought by the coffee farming industry to
the socio-cultural tourism activities particularly to the Municipality of Amadeo,
Cavite. This process of gathering and interpreting the numerical data can be
used to identify patterns and averages, generate predictions, evaluate causal

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linkages and extrapolate results to larger groups (Bhandari, 2021). Quantitative
research generates objective data that may be expressed concisely using
statistics and figures (Williams, 2021).
The researchers will use Descriptive-Correlational research design to the
study. According to Moore (2022) Descriptive research method is a scientific tool
used by the researchers for gathering the information and describing the features
of behaviors, patterns and other phenomena. Correlational research design
examines the correlations between two or more variables. Non-experimental
correlational studies are those in which the experimenter does not modify or
control any of the variables (Cherry, 2022). It is used in the study to test the
significant relationship of the demographic profile of respondents in the
assessment of factors of socio-cultural tourism activity in Amadeo, Cavite. In
most cases, surveys are used to collect respondents' answers as part of the data
collection process and it is a useful research tool that allows the researchers to
gather data and use statistical analysis to characterize the demographics of that
data gathered.
Research Locale, Respondent, and Duration
Amadeo, Cavite is the locale of the study as it is the coffee capital of the
Philippines. The respondents of the study are one hundred (100) which is divided
into two (2) categories: fifty (50) Program implementer and fifty (50) Community
residents. The program implementer includes LGU employees (i.e., agriculture,

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tourism sectors, DENR, Cooperative development authority and Café Amadeo
BOD) and community residents (i.e., Coffee Farmers, Students).
The researchers will select respondents who are suitable for the study by
using the purposive sampling techniques and survey questionnaires will be used
to collect the information.
The study is conducted in Amadeo, Cavite from march 2022 until January
2023.
Sampling techniques
In research, sampling techniques are extremely beneficial. It's one of the
most important factors in determining how accurate the research/survey results.
The researchers utilized a non-probability sampling technique, specifically the
purposive sampling technique. Purposive sampling (also known as judgment,
selective, or subjective sampling) is a sampling technique in which the
researcher chooses members of the population to participate in the study based
on his or her own judgment (Black, 2010).
Research Instrument
The research instrument used by researchers is a survey questionnaire.
Survey is a data collection method used to collect, evaluate and interpret the
opinions of a group of individuals from a target demographic. Surveys have been
used in a variety of sectors of study (Sincero, 2012). A survey questionnaire
created by the researcher will be used to gather necessary data from all the
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chosen respondents. The Likert scale will be used to rate based on the
respondent’s response to the assertion associated with the research study. Likert
Scale is a scale used to measure the attitude wherein the respondents are asked
to indicate the level of agreement or disagreement with the statements related to
the stimulus objects (Business Jargons, 2019).
The survey questionnaire consists of at least two (2) pages and is
composed of two parts on the first page is consent letter. The second page is
divided into two parts. The first part is asking for the demographic profile of
respondents which is age, gender and educational level. The second part is
respondents will choose from a range of possible responses to a specific
question or statement; responses typically include “strongly agree,” “agree,”
“neutral,” “disagree,” and “strongly disagree'' asking the indicators of socio-
cultural factors.
Statistical Treatment
The researchers will use different statistical treatments in the research
study to properly assess the data. The statistical treatment in question seeks to
present the data using inferential, descriptive statistics and analyzing the data
gathered as well as provide general answers for the research question including
interpretations by using weighted mean.
To interpret the data gathered from the study's respondents, the following
statistical procedures were used:

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1. Simple Percentage. The demographic profile of the respondents will
be analyzed using the simple percentage.
2. Weighted mean. The statistical tool will be used to compute the
weights of the responses of respondents in questionnaires during the
actual data gathering procedures.
3. Likert scale. The statistical tool will be used in interpreting the data
after computing the weighted mean is Likert Scale which is a five-point
scale.
4. Chi-square. The other statistical treatment used is chi-square statistic
commonly used for hypothesis between variables.
Data Gathering Procedure
The researchers created a survey consisting of structured statements
which can be answered only by the choices provided for the reason that there
are questionnaires that can sustain the desired outcome of this study.
1. Letter of intent to conduct studies. Before gathering data from
respondents, the first step is to provide a letter of approval.
2. Selection of respondents. The selection of the respondent would be
based on purposive sampling technique.

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3. Confidentiality and assurance. The next step would be to assure the
respondent that their responses will be kept confidential and used solely
for research purposes.
4. Survey distribution. After finding the qualified respondents, the
researcher will distribute the survey questionnaire in order to complete
the survey.
5. Collection of Survey Questionnaire. The researcher’s will collect the
survey questionnaire and
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NATIONAL COLLEGE OF SCIENCE AND TECHNOLOGY

Amafel Building, Aguinaldo Highway, Dasmariñas, Cavite

Revitalizing the Coffee Farming Industry to Evaluate

An Undergraduate Thesis Presented to the Faculty of

In Partial Fulfillment of the Requirements for the Degree

THE PROBLEM AND ITS BACKGROUND

The Philippines is an agricultural country with a large portion of the

population living in rural areas and relying on agricultural operations to support

themselves. Philippines main agricultural sub-sectors is farming and fishing due

agricultural products in the Philippines is Coffee. Coffee farming is suitable in the

coffee varieties: Arabica, Liberica, Excelsa and Robusta (Papa, 2019).

According to the study of Bequillo (2019), entitled “A primer on PEF’s

Priority commodities: Industry study on coffee”, a Spanish Franciscan friar

attention of neighboring towns. In 1860, coffee training began in Batangas,

catering to both US and European markets. Cavite began producing coffee in

1870, with the first tree planted in the town of Amadeo.

options contributed to the continuous decline in production.

Amadeo is a municipality on down south in the province of Cavite,

Philippines that is revered as the nation’s Coffee Capital (Malicdem, 2021).

Amadeo has an event and program to revitalize the coffee farming

industry. The Pahimis festival and Café Amadeo Development Cooperative.

According to Tan (2019), Pahimis Festival is an event of thanksgiving for a good

as per the official website of the Province of Cavite, 2018.

which provides the citizens income and livelihood. Coffee is processed,

advertised, distributed, repackaged and sold by Café Amadeo Development

Cooperative in both domestic and foreign markets. Moreover, Rene Tongson,

establishment of Amadeo's sole coffee cooperative in 2002.

Given its reputation as the Coffee Capital of the Philippines, the

fragrances to coffee while also being environmentally friendly since it requires

According to the official website of Café Amadeo Tripod, the province,

has distinguished itself in terms of planted hectares, productivity, the number of

production, 4,226 growers, and 3,800 coffee-dedicated hectares in 2001, it had

acidity, land conversion, a mismatch in government funding, or a decreasing

Objective of the Study

The general objective of the study is to revitalize the coffee farming

industry to evaluate the effects of socio-cultural tourism activity in Amadeo,

Specifically, the study also aims to:

1. To determine the demographic profile of the respondents in terms of:

2. To determine the impacts of the socio-cultural program and event and

their effects on the revitalization process of the Coffee farming industry in

3. To assess the factors that affect to the socio-cultural activities of

respondents based on different aspects in terms of:

4. To determine the significant relationship of the demographic profile of

respondents in the assessment of factors of socio-cultural tourism activity

Statement of the problem

The researcher seeks to revitalize the coffee farming industry to evaluate

the effects of socio-cultural tourism activity in Amadeo, Cavite.

Specifically, the researchers will answer the following questions:

1. What is the demographic profile of the respondents in terms of:

1.3 Educational Level

effects on the revitalization process of the Coffee farming industry in

socio-cultural activities of respondents based on different aspects in terms

respondents in the assessment of factors of socio-cultural tourism activity

Ho1: There is no significant relationship between the demographic profile of the

respondents and in the assessment of factors of socio-cultural tourism activity in

Ho2: There is a significant relationship between the demographic profile of the

respondents and in the assessment of factors of socio-cultural tourism activity in

Lev Vygotsky theory

According to Vygotsky the “socio-cultural” is learning and growth as being

people, objects and events in a collaborative environment. The theory explains

the importance of this to society on how it develops individuals' socio-cultural,

on the roles that participation in social interactions and culturally organized