01 21 2023 City of Malabon A New Destination For Culinary Tourism Final Manuscript

LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA
CITY OF MALABON: A NEW DESTINATION FOR CULINARY TOURISM
A Thesis
Submitted to the Faculty of the
College of International Tourism and Hospitality Management
Lyceum of the Philippines University Manila
In Partial
Fulfillment of the Requirements for the Degree of
Bachelor of Science in International Hospitality Management with Specialization in
Cruise Line Operations in Hotel Services
CALDERON, PRINCESS NICOLE C.

JASMIN, QUENEE SHANLEY
LOPEZ, RUSSELL LANCE S.
ORTIZ, JOHN DALE GABRIEL A.
SANTIAGO, EDISON Q.
2023
COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

APPROVAL SHEET
This thesis entitled CITY OF MALABON: A NEW DESTINATION FOR CULINARY

TOURISM prepared and submitted by PRINCESS NICOLE. P CALDERON, QUENEE
SHANLEY JASMIN, RUSSELL LANCE S. LOPEZ, JOHN DALE GABRIEL A.
ORTIZ, and EDISON Q. SANTIAGO has been reviewed and recommended as partial
fulfillment of the requirements for the degree Bachelor of Science in International
Hospitality Management with Specialization in Cruise Line Operations in Hotel Services
CHARLENE GAY PABLO, MSHM

Research Adviser
Accepted and approved by the panel of examiners following a successful Oral Defense on
__________ with a grade of ___.
MR. MR.
Panelist Panelist
Accepted and approved in partial fulfillment of the requirements for the degree of Bachelor
of Science in International Hospitality Management with Specialization in Cruise Line
Operations in Hotel Services
DR. LILIBETH C. ARAGON

Dean, College of International Tourism and Hospitality Management
Date: ____________
ii

Certificate of Originality
I/We hereby declare that the research paper entitled:

“CITY OF MALABON: A NEW DESTINATION FOR CULINARY TOURISM”
is my/our own work and that, to the best of my/our knowledge and belief, it contains
no material previously published or written by another person nor material to which to a
substantial extent has been accepted for award of any other degree or diploma of a university
or other institute of higher learning, except where due acknowledgement is made in the text.
I/We also declare that the intellectual content of this thesis is the product of my/our
work, even though I/we may have received assistance from others on style, presentation and
language expression.
_______________________ _______________________
Princess Nicole C. Calderon Quenee Shanley Jasmin
_______________________ _______________________
Russell Lance S. Lopez John Dale Gabriel A. Ortiz
_______________________
Edison Q. Santiago
Date of Completion: January 7, 2023
Attested by:
Charlene Gay Pablo, MSHM Date of Completion: ________

Research Adviser’s Signature (mm/dd/yyyy)
iii

ACKNOWLEDGMENT
This undergraduate thesis would not have been possible without the support of many
people.
The researchers wish to express their gratitude to their research teacher and adviser,
Ms. Charlene Gay B. Pablo who was abundantly helpful and offered invaluable assistance,
support and guidance.
The researchers would also like to convey thanks to the Faculty for providing the
instructions and laboratory facilities.
The researchers wish to express their love and gratitude to their beloved family; for
their understanding and endless love, through the duration of their studies.
Above all, the researchers would like to give their sincerest and warmest
appreciation, to the Lord, and Savior, ALMIGHTY GOD, who is the source of their
strength, knowledge and skills, who always hears their prayers, guides their path, and never
leaves their side throughout their journey in life.
CALDERON, PRINCESS NICOLE C.

JASMIN, QUENEE SHANLEY
LOPEZ, RUSSELL LANCE S.
ORTIZ, JOHN DALE GABRIEL A.
SANTIAGO, EDISON Q.
iv


Bachelor of Science in International Hospitality Management
With Specialization in Cruise Line Operations in Hotel Services
Abstract
CITY OF MALABON: A NEW DESTINATION FOR CULINARY TOURISM
Princess Nicole C. Calderon1, Quenee Shanley Jasmin2, Russell Lance S. Lopez3,

John Dale Gabriel A. Ortiz4, Edison Q. Santiago5 and Charlene Gay Pablo6
Proponents1,2,3,4,5 and Research Adviser6
The study objective is to determine if Malabon City can be a new culinary tourism
destination. The researchers used descriptive research quantitative method that seeks to
evaluate the information gathered. To gather the data that the researchers needed, the
researchers used survey questionnaires as their research instrument. The respondents of the
study were local tourists who visited Malabon City that are currently residing in Metro
Manila and with the age of 18 and above. The respondents have shown a positive level of
acceptability for Malabon as a new destination for culinary tourism in terms of Dishes and
restaurants, Services, Experience, and Accessibility. The result of the study showed that
there is no significant difference in the level of awareness of the respondents in Malabon
City dishes and restaurants when grouped according to profile while there is a significant
difference in the level of acceptance of the respondents on the potential factors of Malabon
City as a new destination for culinary tourism when grouped according to profile.
Keywords: Culinary Tourism, Destination, Dishes and Restaurants, Services, Experience,

Accessibility, Level of Awareness, Level of Acceptance

TABLE OF CONTENTS
Page
TITLE PAGE………………………………………………………………………i
APPROVAL SHEET………………………………………………………………ii
CERTIFICATE OF ORIGINALITY……………………………………………...iii
ACKNOWLEDGMENT........................................................................................ .iv
ABSTRACT.............................................................................................................v
TABLE OF CONTENTS……………………………………………………....… vi
LIST OF TABLES.................................................................................................. viii
LIST OF FIGURES................................................................................................ x
LIST OF APPENDICES..........................................................................................xi
LIST OF ABREVEATION……………………………………………………….xii
Chapter 1 – The Problem and Its Background

Introduction...................................................................................................1
Background of the Study ..............................................................................2
Statement of the Problem ............................................................................4
Hypotheses …………………………………………………………………5
Objectives …………………………………………………………………..5
Theoretical Framework ................................................................................7
Conceptual Framework …...............………………………………………..8
Scope and Limitations ...................................................................................9
Significance of the study …………...............................................................9
Definition of terms …....................................................................................10
Chapter 2 – Review of Related Literature

Culinary Tourism ……………………………………………………….... .12
City of Malabon ……………………………………………………………19
Factors Associated with Culinary Tourism…………………………………23
vi

Synthesis…………………………………………………………………. 32
Chapter 3 - Methodology
Research Design …...................................................................................... 34
Sampling Technique .................................................................................... 35
Research Instrument..................................................................................... 35
Reliability Statistics………………………………………………………... 37
Data Gathering Procedure............................................................................ 39
Research Ethics............................................................................................. 39
Statistical Treatment.................................................................................... 40
Chapter 4 - Presentation, Analysis, and Interpretation

Demographic Profile of the Respondents ………………………………… 43
Level of Awareness of Dishes and Restaurants …………………………... 47
Level of Acceptance of Dishes and Restaurants ….…….………………… 50
Level of Awareness Based on Demographic Profile ….………………….. 57
Level of Acceptance Based on Demographic Profile ………….…………. 61
Chapter 5 – Conclusion and Recommendations

Summary of Findings……………………………………….………….….. 66
Conclusion…………………………………………………………………. 70
Recommendation……………………………………………………........... 72
Appendices………………………………...……………………………….…….... 86
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LIST OF TABLES
Tables Page
1 Age………………………………………………………………………….43
2 Gender……………………………………………………………………... 44
3 Marital Status……………………………………………………………….44
4 Income………………………………………………………………………45
5 Educational Attainment …………………………………………………….45
6 Level of Awareness – Dishes……………………………………………….46
7 Level of Awareness – Restaurants………………………………………….48
8 Dishes and Restaurants……………………………………………………..49
9 Service………………………………………………………………………51
10 Experience………………………………………………………………….52
11 Accessibility………………………………………………………………. 54
12 Total Level of Acceptance………………………………………………….55
13 Level of Awareness Based on Age………………………………………....56
14 Level of Awareness Based on Gender………………………………………57
15 Level of Awareness Based on Marital Status……………………………....58
16 Level of Awareness Based on Income……………………………………...58
17 Level of Awareness Based on Educational Attainment………………….....59
18 Level of Acceptance on the Potential Factors Based on Age……………....60
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19 Level of Acceptance on the Potential Factors Based on Gender………….. 60
20 Level of Acceptance on the Potential Factors Based on Marital Status……61
21 Level of Acceptance on the Potential Factors Based on Income…………...62
22 Level of Acceptance on the Potential Factors Based on
Educational Attainment…………………………………………………….63
ix

LIST OF FIGURES
Figure Page
1 Theoretical Framework…………………………………………………7
2 Conceptual Framework………………………………………………... 8
3 Reliability Statistics…………………………………………………….37

LIST OF APPENDICES
Appendix Page
A. References…………………………………………………………...75
B. Letter to the Respondents…………………………………………... 87
C. Face and Content Validity…………………………………………...88
D. Research Instrument…………………………………………………89
E. Certificate from Statistician…………………………………………93
F. Turnitin Results……………………………………………………...94
G. Curriculum Vitae of Researchers……………………………………95
xi

LIST OF ABBREVIATIONS
Abbreviation/Symbol Definition
CITHM College of International Tourism and Hospitality

Management
WHO World Health Organization
xii

CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Culinary tourism cultivates by people seeking out local delicacies in order to obtain
a good knowledge of lifestyle while travelling. Food tourists take the tour that also widen
their taste buds and also enlighten them on the linkage among food and local customs.
Culinary tourism has recognized as an essential preserver, aiding in the perception of
economic opportunities, such as the creation of employment, especially in rural
destinations. Culinary tourism contains a variety of these other events, furthermore with the
use of unordinary exotic traditional dishes. Culinary will always be an element of tourism,
but the relationship has changed rapidly in recent years. It has been viewed in recent years
as a phenomenon wherein increasing food attraction has resulted the engagement between
culinary and tourist industry to progress toward new designs, likely to result in the newly
emerging tourism segment. Long (2018), defies culinary tourism is the utilization of food
as a tourist destination and a draw for exploration. Although providing food to visitors has
always been a part of hospitality, the tourist sector did not emphasize it until the late 1990s.
Most tourists distinguish themselves through food tourism by seeking out the most
captivating, unusual, and exquisite local recipes. It appears being a phenomenal way to show
prospects for travel and culinary experiences to arise. In other words, culinary tourism is
founded on the idea of appreciating and learning about, partaking in, tasting, and enjoying

a particular territory’s culinary culture. Culinary travelers seek genuine and remarkable
encounters. Throughout their travels, they develop a taste for food. (Scott, 2017).
Even though, food and beverage have been identified as important motivators for
visiting a destination. This could be seen in people who were looking up food and beverages
and interacting with local communities. One disadvantage of Culinary Tourism is that
commercial exploitation of culinary can harm the inner self of a tourist attraction. Moreover,
it is probable to solve the issue by providing assistance in the protection of local culinary
traditions thereby also leveraging popular tourism products as well as increasing
productivity. By enhancing tourists’ exposure to local food and drink, food undoubtedly
helps to preserve local economies, food systems, and societies over the long run.
Tourism, cuisine, and food preferences have become inextricably linked over time
as cities compete for customers. Culinary tourism arose as a result of this. Culinary tourism
has received increasing attention in recent years. Local produce seems to be more enticing
to tourists.
Background of the Study
Food is one of the factors for destination attractions of why local tourists visit other
places, local tourist goes to different provinces and cities to experience the different flavors,
cooking style and dishes that the province or city has to offer. Tourists from all over the
world visit Asian countries, and the Philippines is no exception. The reasons why Philippine

cuisine is so unique which makes local tourist alike want to try it is because of the different
influences it has from different countries and cultures, it has influences from Spain, China,
Japan, and the United States to name a few. All of the cooking methods from these countries
has been adapted to the cooking style of the Philippines.
In a lot of Asian countries, food is one of the top reasons why tourist keeps on
coming back year after year, it is a vital experience when visiting an unfamiliar country. To
explore the countries food, one thing to do is taking a street food tour or for a much better
experience on what the country, province or city has to offer, go to a restaurant that offers
the dishes and delicacies native to that area. Time, modernization, and the influence of other
cultures all have an impact on the significance of cuisine. Some of these include
commercialization, the effect of tourism, globalization, the utilization of culinary historical
traditions and the modernization of culinary preparation and procedures. (Mercado and
Andalecio, 2020).
When it comes to Malabon, people say that, ‘they do not want to go there because it
floods there’. But now, Malabon is flooding with delicious dishes, said Egay Ramos, tour
operation officer of the city of Malabon article from Philippine Daily Inquirer (2022). Hence
the reason why tourists need to put Malabon city as the next destination for their culinary
adventures.
Malabon is a premier metropolis in the Philippines’ National Capital Region. It is
positioned north of Manila. The tricycle tours occurred on March 14, 2015, to provide guests

with a one-of-a-kind cuisine experience by visiting the city’s home-based eateries. Malabon
is well-known for its Pancit Malabon and for having an atmosphere that is primarily oceanic.
Many people are familiar with puto sulot, puto bumbong, sapin-sapin, broas, bibingka, and
camachile. There is an abundance of culinary delights at its speciality restaurants.
This study aims to know that Malabon city can be a new destination through culinary
tourism for local tourist currently residing in Metro Manila.
Statement of the Problem
The study aims to know the potential of Malabon City as a new destination for
culinary tourism. It seeks to answer the following questions:
1. What is the profile of the respondent in terms of:
1.1 Age
1.2 Gender
1.3 Marital status
1.4 Income
1.5 Educational attainment
2. What is the level of awareness of the respondents on the dishes and restaurants in Malabon
City?
3. What is the level of acceptance of the respondents on the potential of Malabon City as a
new culinary destination in terms of:

3.1 Dishes and restaurants
3.2 Services
3.3 Experience
3.4 Accessibility
4. Is there a significant difference in the level of awareness of the respondents in Malabon
City dishes when group according to the profile?
5. Is there a significant difference in the level of acceptance of the respondents on the
potential factors of Malabon City as a new destination for culinary tourism when group
according to the profile?
Hypotheses
Ho1: There is no significant difference in the level of awareness of the respondents in
Malabon City dishes and restaurants when group according to profile.
Ho2: There is no significant difference in the level of the acceptance of the respondents on
the potential factors of Malabon City as a new destination for culinary tourism when group
according to the profile.
Objectives
The study aims to know the potential of Malabon City as a new destination for
culinary tourism. The objectives of this study are:

1. To know the profile of the potential tourist in Malabon City in terms of age, gender,
marital status, income, educational attainment, frequency visit in Malabon City,
reason of visiting Malabon City.
2. To know the level of awareness of the respondents on the dishes, and restaurant of
Malabon City.
3. To know the level of acceptance of the respondents on the potential of Malabon City
as a new culinary destination in terms of dishes, restaurants, services, experience
and accessibility
4. To know the significant difference in the level of awareness of the respondents in
Malabon City dishes, and restaurants when group according to the profile.
5. To know the significant difference in the level of acceptance of the respondents on
the potential factors of Malabon City as a new destination for culinary tourism when
group according to the profile.

Theoretical Framework
Figure 1 Push and Pull factors in food travel motivation.

This study is based on the push and pull theory in the study of Lester W. et al (2018)
which is the analysis of push and pull factors in the food travel motivation and the study of
Choe, J.Y.J, Kim S. (2018) in Effects of tourists’ local food consumption value on
attitude, food destination image, and behavioral intention. According to the study of
Lester W. et al (2018), motivating approach is the foundation for culinary tourism, and it
defines food tourists as those who are specifically driven by exploring and appreciating
the destinations food and beverages or the restaurants and savoring one-of-a-kind and
memorable gastronomic experiences, dishes and services. Along with their personal
motivations, people are inspired to travel for reasons relating to a tourist destination's
attractions. On the other hand, pull factors is the destination appeal which are the price,
accessibility, weather and destination image. Choe et al. (2018) believe that the tourist

behavioral intentions may be classified into two categories: intention to suggest or
recommend local cuisines and intention to visit a specific destination for culinary tourism.
Conceptual Framework
Figure 2 Malabon City as Culinary Destination

The researchers seek to find out if the respondent’s demographic profile who have
physically visited Malabon City has relation to become culinary destination. It has 4 sub-
variable which is Malabon City’s dishes and restaurants, service, experience, and
accessibility, which leads to the level of awareness and level of acceptance of the
respondents, where it can lead to one or two categories, which is intention to visit Malabon
as a new destination for culinary tourism and intention to recommend Malabon as a new
destination for culinary tourism.
Scope and Limitations
This study primarily focused on how culinary tourism in Malabon City could be the
new destination in tourism industry through restaurant and dishes, services, experience, and

accessibility. The recent studies about culinary tourism and dishes in Malabon City are used
to support this study.
The respondents are the Local Tourists, currently residing in Metro Manila with the
age of 18 years old above who had physically been in Malabon City and tried the dishes
there to determine their acceptance and awareness of Malabon City through foods products,
dishes, services, experience and accessibility. The total target population for the respondents
is 400 but due to time constraint only 200 respondents are surveyed.
Significance of the Study
This research is made with aim to provide information and knowledge about level
of awareness and factor to consider of the respondents in Malabon’s culinary tourism as
new destination. The following groups will benefit from the results of this study:
Local Tourists. The outcome of this study will assist potential tourists in Malabon City to
determine the impact of Malabon City dishes on their preferences, as well as the importance
of their values appreciation for their future travel.
Food Establishments. The findings of this study will affect to the benefit of the food
establishments in Malabon City since it plays a significant part in the final destination. The
greater demand for the food establishment justifies the need for more efficient and well-
deserve service.

Local residents. The study could give enlightenment on why local residents should
understand the necessity of conserving the intricate eco-systems and local cuisine that
tourists come to see, help raise awareness about how beneficial it would be to the
community and to promote sustainable growth by providing business and job opportunities
to local residents.
Local governments. The study would help the local government in showcasing what the
culinary tourism business has to offer tourists and locals to recognized Malabon City as a
new tourist destination. The study will aid the local government in promoting local and
tourist destination through various initiatives and activities.
Future researchers. This study could be used as a basis for future research on this topic.
These will provide future researchers with baseline information, and they would be able to
expand their expertise by using this research.
Definition of Terms
These are study terms that are operationally defined.
Culinary Tourism – Malabon’s culinary exploration.
Destination – The destination of the tourists in this study is the City of Malabon
Dishes – These are the cuisines, native, and exclusive to the city of Malabon. They are the
food that can be found and are available in the city of Malabon.
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Economic resource – Services, or Products, such as food, that bring in profit into the local
economy of the City of Malabon.
Food Tourism – The food tourism in the city of Malabon attracts tourists from Metro
Manila that seek to experience their culture through their various dishes and cuisines.
Gastronomy – This is the cooking of a particular area, and in this case, the food that is
present in the city of Malabon.
Host – The hosts is the City of Malabon, more specifically the locals inside the City of
Malabon that sells local cuisine.
Local – The local residents that live in the city of Malabon, or the city of Malabon itself.
Phenomenon – The likelihood of increase in the tourist traffic in Malabon through word of
mouth, social media, etc.
Tourism – The act of a tourist travelling to the City of Malabon to experience its culture,
good food, and unique culinary tourism
Tourist – People who are from or around Manila, that are traveling to the City of Malabon
for leisure, pleasure, and good food for not more than a year.
Traffic – The traffic is the tourists that visit the City of Malabon for tourism.
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CHAPTER 2
REVIEW OF RELATED LITERATURE
Culinary Tourism
Culinary Tourism or also known as Gastronomy or Food Tourism Food is related to
amenities which are sector of the economy and society. Kowalczyk (2020), stated that, food
culture is significant to the country ’s economic growth and social economic. Recent time,
analyses in food culture and tourist activities have now been conducted in order to determine
the ongoing and prospective potential of local cuisine in tourism promotion.
World Food Travel Association (2018), mentioned the discontinuity to use the term
“culinary tourism” to describe the food tourism industry in 2012 ever since study found a
fundamental wrong perception. While a word “cooking” can theoretically pertain to any
actions involving food and drink, the public perception managed to give it an air of classism.
As a result, the WFTA came up with the term “culinary tourism,” that is still commonly
used today. Along with the first statement of World Food Travel (2017), that Culinary
tourism or also known as food tourism could be defined as the pursuit and enjoyment of
unique and memorable food and drink experiences, both far and near, only with food tourist
willing to visit either within the area or to other locations throughout pursuit of unique
culinary perceptions.
In addition to that statement, the World Food Travel Association (2020), analysis
culinary visitors travel various countries simultaneously percentage like other types of
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tourists, and yet those who generally spend as well as distribute a set amount of money on
culinary experiences in tourism sector. It must be affirmed that the impacts of this market
on the prestige of an economic growth of the country has enhanced in recent times of
people’s choices continuous search for extraordinary tastes in food tourism (Uçuk, 2018).
The article of Zhang, Chen & Hu (2”19),’explained that, Culinary Tourism is most
often outlined as products which not only portray tourist products and moreover brightly
illustrate local culinary tradition. These day, the economic and ecological profitability of
rural development is progressively driven by local food. Local food was already
encountered to be a crucial element of the tourism interaction and a significant factor of the
tourism sector.
Buiza et al. (2021), they’ve stated that the culinary interaction can scope by being
an intermediary essential of the trip towards becoming the main motivation for destination
choice and tourist travel association.
Perera (2020), mentioned that Culinary Tourism has grown enormously each year,
luring large numbers of tourists by inciting their own taste receptors toward to food. As a
result, Culinary Tourism is already identified as a factor in the variety of travel experiences.
The tourism sector is largely vulnerable to the impacts which can put the entire industry
down together in quick moment. This makes it difficult for tourism sector in the event of a
crisis.
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Wijaya (2019), said that the Food or culinary tourism is becoming extremely
relevant. Culinary tourism is a prospective strategic edge that can be crucial to destination
marketing, adding to the overall economic growth. Consequently, even though a nation’s
economic food tends to reflect aspects of culture and lifestyle, it is used to make a distinction
each location from those in the marketplace.
Apart from that Indrajaya (2019), stated that it’s fascinating to investigate the
competitive edge of Culinary tourism as a tourist destination. Each culinary has a texture
and flavor image based upon that origin of the area, that is a good basis for the formation of
restaurants to be a culinary tourist destination. Tourist industry is emerging into culinary
travels, Indrajaya is the who investigated culinary tourism among students.
Furthermore, the studies of Salonga and Borbon (2021), they’ve mentioned that
Culinary tourism is a significant widely known, with tourists travelling to various places to
extract numerous local food. Each area of the Philippines seems to have its own culinary
delights as well as traditional cooking techniques. This provides as its local dishes and is
mainly used to distinguish culinary tourism. Sustaining culinary tradition might well offer
the area a viewpoint on introducing food from the previous century and retaining its
traditional dishes. Supposed to add accurate location value could also be used to advertise
the area’s culinary tourism since it offers a cultural exchange. Directly food products in the
area may end up serving as the country’s food menu, clarifying for its own culinary tourism.
14

Additionally, Serdar and Saide (2018), claimed that eating and drinking are the most
basic requirements for human survival. This is the most important thing to do, according to
Maslow’s hierarchy of needs theory. There are several alternatives when it comes to
defining food and cuisine. According to renowned gastronome Savarin, gastronomy is a
scientific field that studies the interaction between culture and food. Food and cuisine, as
well as the concept of gastronomy, are defined as follows in the United States: Gastronomy
involves good food and the art of eating, as well as regional culinary traditions.
In the article of Choe and Kim (2018), per the studies, people who have pleasant
feelings about a meal are more likely to buy it and recommend it to others. Furthermore,
Choe and Kim (2018), mentioned that evaluating the value of tourist food intake by using
local cuisines is an essential problem since it aids in understanding tourists’ opinions of a
destination and predicting their make inferences.
While Goolaup and Mossberg (2017), stated that, essential holiday experiences for
travelers include acts of socializing with relatives/friends while eating in a natural setting.
In addition to this Mak et al. (2017), it was stated that tourists’ consumption of local
foods is recognized as an important factor in shaping their overall tourist experience.
Furthermore, the value of local food consumption has important implications for
destinations.
In line with this Pekersen (2020), stated that, the study is exposing the people’s level
of awareness and understanding of the national food of the people and as well as
15

safeguarding the values. The author is studying chefs’ awareness about the local and Turkish
dishes and their perception on traditional kitchen practices and gastronationalism. It was
established that the result shows that chefs are aware and have enough knowledge of the
local and Turkish dishes.
While in the article of Park, Muangasame & Kim (2021), it is stated that the
stakeholders found out the lack of marketing tactics to promote Phuket as a world-class
culinary tourism destination. The respondents stated that while few tourists are aware of
Phuket’s culinary specialties before traveling, the UNESCO designation has the potential to
raise awareness of Phuket’s culinary virtues.
In line with this, it also shows the lack of awareness of tourists about the local dishes
of the destination that they are visiting and the potential for the place to become a culinary
destination for tourists. (Park et al., 2021).
Furthermore, Parilla (2020), mentioned that, although it has been challenging for
local residents to increase knowledge and happiness with the food they serve. An awareness
of marketing makes tourist recognize existence accessibility of specific service. The food
serves as the access through the different taste and unique food preparation, as well as the
eating environment, showing the cultural identity and allowing tourists to have a unique
experience and provide knowledge about the place.
Therefore, by experiencing the local food it becomes a gate way for tourist to also
experience the different taste and unique food as well as the ambiance that the destination
16

has to offer, and also the experience and knowledge that they gain about the destination.
(Parilla, 2020).
Also, Komariah et al. (2020), stated that, people have been inspired to try new foods
because of their varied interests and tolerance of cuisine from other civilizations. As
technology and information increase through social media, their awareness of foreign
cuisine, especially local or ethnic cuisine, is growing.
In line with the study, because of the improvement made in technology tourist can
take advantage of this to become more aware and informed about a destinations local or
ethnic food as well as gaining knowledge about the destination as a whole. (Komariah et
al., 2020).
Moreover, it is stated by Etrata (2021), that culinary is one of the most common
tourists’ attractions. Most tourists enjoy learning about local cuisine through visiting
restaurants, savoring regional delights and taking part in unexpectedly remarkable activities.
The study included both theoretical and practical implications. This assists local hospitality
and tourism businesses by allowing them to understand the relevance of local cuisine as a
tourist attraction. Tourist interest in sampling and learning about local cuisine, which
includes the culinary variable, has the potential to become another instrument for improving
tourist competitiveness.
In addition, Choe and Kim (2018), stated that, tourists who consume local cuisine
have a favorable attitude toward the cuisine and its impact on their perception and conduct.
17

In the findings of Choe and Kim (2018), the study demonstrates how eating local
food impacts tourists’ attitudes on, and behavior related to, local food. It also lays out an
overview of restaurant and food tourism marketing methods, as well as a recommendation
to destination marketing groups on how to use local food as a marketing weapon for the
location.
Su et al. (2018), stated that, because there is an incomplete comprehension of the
motivations behind travel to culinary destinations, the study uses the push-pull framework
to determine the internal motivations of potential culinary tourists and the attributes of the
places they have picked.
In line with this, three push factors emerge from exploratory factor analysis and
measuring model evaluations: taste of food, socialization and cultural experiences; core
food – tourism attraction, traditional food attraction and local destination attraction. (Su et
al., 2018)
While in the study of Temeloglu and Taspinar (2018), a traveler who is interested in
gourmet tourism prefers to learn about the local cuisine and try a variety of dishes and
beverages. A variety of factors influence these criteria, including a desire to try new foods,
an interest in different cuisines, restaurants, and skilled chefs. Tourists who participate in
culinary tourism receive knowledge of the area’s local cuisines and are prepared for what
to expect.
18

Additionally, in the study of Rinaldi (2017), food and culinary are more and more
understood to have the power to influence a location’s long-term growth. A usually held
theory is that food and culinary can contribute to a place’s economic, social, and
environmental sustainability while also having the potential to increase its attractiveness
and competitiveness.
Seyitoglu and Ivanov (2020), said in the study that, destinations strive for diverse
features which could provide them a competitive edge in a competitive market. Culinary
skills are a favored trait that may affect its competitiveness.
Thus, a key component of present-day destination marketing strategies is the fusion
of local cuisine with tourism. (Seyitoglu & Ivanov, 2020).
City of Malabon
In the article of Official Government website in Malabon (2020), or the City of
Malabon (Tagalog: Lungsod ng Malabon), it was stated that it is a first-class, highly
urbanization city in Metropolitan Manila, Philippines. According to the 2015 census, it has
a population of 365,525 people. It is primarily a residential and industrial town located just
north of Manila and is one of the city’s most densely populated areas. It has a total land area
of 15.96 square kilometers.Malabon is part of Metro Manila’s CAMANAVA sub-region,
which includes the cities of Caloocan, Malabon, Navotas, and Valenzuela. Caloocan is to
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the south and east, Navotas is to the west, and Valenzuela is to the north. Malabon is
bordered to the northwest by the town of Obando in the province of Bulacan.
In the official government website of Malabon (2020), it is mention that the history
of Malabon City is the area’s numerous tambo trees are the source of the former name
Tambobong. While the name “labong,” which was one of the original components of
Malabon’s signature dish, the Pancit “Malabon,” denotes the many tender and tasty bamboo
shoots, it has persisted. The friars and government officials of the Intramuros used the
riverfront settlement as a convenient getaway during the Spanish Era. The area was
commonly referred to as Malabon. It was “bon/buen” for its reviving, fresh air and
wonderful cuisine; it was “mala” for the muck that damaged and soiled their pricey leather
shoes and elegant, long robes brought from Europe.
In the article of AtlasMedia Ltd. (2022), Introduces the Malabon Dishes. The most
popular dish is Pancit Malabon because it is a stir-fried noodle dish popular in the
Philippines. It’s made with thick rice noodles with a savory shrimp-infused sauce, and it
frequently includes shrimp, squids, or mussels. Hard-boiled eggs, pork cracklings, sliced
cabbage, and fish flakes are frequently added to the dish. It comes from the seaside district
of Malabon, which is known for its availability of fresh fish components. This local
favorite, like other pancit variations, is traditionally presented on special occasions. Sapin-
sapin (Layered Rice Cake), is a vibrantly colored Filipino rice cake. It is made from a rice
and coconut milk and is usually made in three layers, every colored and flavored with a
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different shade and fragrance. Its most famous mixture is a yellow bottom layer immersed
with jackfruit, a basic white middle layer, and a splendid purple top layer infused with sweet
yams. After it’s been steamed and before it is served, the cake is usually top with crunchy
coconut flakes or latik coconut curds.
In addition, from the article of Severo (2021), it was stated the tourist should try the
following foods in Malabon: Mamon Tostado to indulge the tastebuds with crunch and
sweet taste because it is sugary that can be enjoyed kids and young at heart. Yema Palitaw
a sticky rice bites are loaded with sugary custard and offered with a special sauce of grated
coconut mixture of sugar and sesame seeds. Kakanin, searching about something to
accompany your coffee or tea during merienda or breakfast. A traditional merienda would
be your great option. Layers of rich and creamy sapin-sapin, kalamay ube, kalamay mais,
kalamay kutsinta, kamoteng kahoy or cassava, and biko are among the outstanding in the
list. Valencia Triangulo a.k.a turon but in fancier way, it a local treat best during merienda
stuffed with saba banana and langka that rolled together with lumpia wrapper, deep fried it
and served with caramelized sugar. Atchara Dampalit to upgrade the everday ulam with
delicious and healthy atchara this is a must try. It is made of pickled purslane. Soft broas
original broas is widely known as crunchy and dry texture but this version is soft and has
cream filling for extra sweetness.
In line with this, from the article of Kawaling Pinoy (2018), it was stated that it is
an old time filipino favourite namely Camachile cookies, also referred as quinamunsil, are
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Filipino ladyfinger cookies which are formed just like camachile tree’s fruits
(Pithecellobium dulce). Brunch or merienda is usually served with hot beverages.
In the article of Mendoza (2020), it was stated on where to eat in Malabon City with
their best-selling products. Hazel’s Puto Pao known for their puto top with salted duck egg
and cheese. Jamico Restaurant they have variety of dish. Dolor’s Kakanin there’s a lot of
kakanin to choose and if you want to try it all-in-one, they have Assorted Kakanin with 6
variations: Biko in the center, Ube Kalamay in the second layer, Kamoteng kahoy in third
layer, Kutsinta Kalamay in fourth layer, Mais Kalamay in fifth layer and last layer is Biko.
Nanay’s Pancit Malabon the famous restaurant in Malabon City when it comes to Pancit
Malabon. Betsy Cake Center the famous store to buy soft broas.
Additionally in the article of Dinglasan (2018), it was stated that Benny Lounge
“Homelike” restaurant established by four friends only with intention of opening a bar but
evolved into a full-fledged Filipino bar and restaurant having expertise in Malabon dishes
with a slight twist. Their menu includes Tortang Alimasag where the it is cooked with the
egg, bulalo mami they decided to add sweet taste; rather, presume of it as standard street
mami. Cream cheese leche flan, mango panna cotta, and crispy leche flan.
Furthermore, in the article of Restaurant Guru (2022), it was stated that Balsa sa
Niugan is a floating restaurant in Malabon City offering Filipino dishes.
While in the Article of Comsti (2021), it was stated all about eateries in Malabon
City like Mama Belen’s Kitchenette opened in the very same location as Aling Rosy’s.
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Carlo (grandson of Aling Rosy), sells the same food, with their Pancit Malabon maintaining
the most prominent. He even employs the same cooks and uses the same technique in
utensils and processes which his grandmother did. Aling Mely’s began small, selling just a
few appetizers from a corner of their home, in 1965. She persuaded her mother, who worked
in a restaurant, to give this a try to see where their cuisine would take them. The humble
shack has not only grown significantly (the entire bottom floor now houses the dining and
kitchen areas), but it has also lasted more than 50 years, because of consistently good dishes
that keep customers to come back regularly and people from all around the metro ordering
large orders. A turon, log shaped banana spring wrap, Malabon’s Triangulo Valencia, which
Tessie Punzalan, 76, has been frying and selling outside her home in Barangay Flores for
some more than 30 years. She first tried the triangle-shaped snack in a public market in the
1950s. She liked it so much that she asked the vendor to show her how it was made. The
seller died a few weeks later. She has carried on the tradition, producing 200-300 pieces per
day and running out by early afternoon.
Factors Associated with Culinary Tourism
The profile of respondents is important, it can be the cornerstone of the data being
gathered. And as stated by, AgustinaI, Sumarwan, & Kirbrandoko (2017). The goal of
segmenting tourists is to assist tourism entrepreneurs in determining priorities for
developing a marketing strategy for their tourism business. Tourism can be divided into
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three demographic clusters/ segments based on the data and information obtained, with
different variables such as occupation, marital status, regularity of a visit to Bogor city,
tourism friend to Bogor city, the number of the group if in cluster, the duration of the
visitation, expenditure for one tour visit to Bogor city, making decisions and occurrence of
souvenir purchasing after travel.
The authenticity value of their destination was determined by their nationality. Then
when it comes to travel, people’s collective attitude is not necessarily transcending in one
direction towards unwinding and having a good time. It translates to traversing more ground
and learning about various cultures, as well as immersing yourself in other experiences, as
per, De Castro et al. (2018).
Neuman, Gottzén, and Fjellström (2017a, 2017b), have shown how Swedish men’s
everyday understandings of food and how home cooking as a form of sociability with other
men, women, and children are connected to gender equality and culinary abilities. They
believe that this is due to changes in Swedish masculinity, as indicated through stories about
food and food labor. General understandings, on the other hand, may help us better
understanding how men’s own execution of certain actions is influenced by masculine
concepts. To put it another way, we can explain how a movement in masculinity from one
set of practices to another “moves across,” such as how changes in paid work affect broad
understandings of socially desirable methods of conducting masculinity in the workplace.
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A focus group methodology was employed to better solve this challenge because
culinary tourism activity hosts were sometimes hesitant for researchers to approach them
directly due to concerns about the privacy of identifiable information. In comparison to
individual interviews, focus groups allow for a more in-depth grasp of a research topic and
provide richer contextual information, as stated by, Eerang and Andy (2022).
As stated by, Murray and Victoria (2018), If they matched the aforementioned
criteria for each of the categories, they were referred to as “food and wine tourists.” Tourists
who enjoy wine and food. The three’ segments’ were then profiled using relatively simple
methods. Information on typical demographics, psychographics, travel characteristics, and
media habits obtained as part of the TAMS survey the problem is that the resulting
“distinctive traits” are difficult to distinguish.
In the writing on gender orientation and food rehearsals, two principles of concern
may be recognized. To begin with, there is currently an enormous collection of critiques
claiming that large gender orientation differences exist in the types and amounts of food
consumed, explained by, Movahed, Ali, Ghasemi, Moslem and Gholamalifard, Nasrin.
(2020), However, Mustika, Amalia, and Achmadi (2018), explained that, there is a focus on
Halal food consumption that is ever increasing in Muslim Countries. Things like religious
beliefs, their culinary preference, gender, and even their education reflect their food
consumption patterns, especially in Arab regions.
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Toudert and Bringas-Rábago (2021), have stated that, Beyond the body of
knowledge on gender incidence in the food tourism and hospitality literature, national or
ethnic distinctions, as well as high migratory transit zones, allow for an examination of the
differences caused by the emotional and cultural charge of visiting one’s natal country. This
is also mentioned in Di-Clemente, E., Hernández-Mogollón, J. M., and López Guzmán’s
article that many travelers re-consume the products they tried on location and at home to
relive positive experiences through cuisine. The internet market and modern distribution
infrastructures stimulate product migration from small-scale neighborhood marketplaces to
consumer households. Small producers might use this strategy to break into new markets
and find new clients. Farmers may then utilize the culinary experience to market their
products to new clients and build regular customers who are more likely to buy from their
region of origin in the future.
As stated by, Okumus, Shi, & Dedeoglu (2021), Education was also shown to be a
key factor, albeit people with a lower level of education had greater levels of food awareness
than those with a higher level of education. Relationships between ethnic and local cuisines
and food consumption were influenced by demographic characteristics (age, gender, and
education). And in addition to this, Nikola Vuksanović, et al. (2017), have gone on to
explain that there are differences in perception of local gastronomy between variables such
as age, amount of education, monthly income, and nation, but not between variables such
26

as gender. The data show that, in comparison to other categories of respondents, males who
have visited culinary food locations are more inclined in their perceptions of local food.
While in the article of Issariyakulkarn (2020), in terms of the differences in variables
determining revisit proneness between the two categories, first-timers’ desire to return is
mostly driven by overall destination performance. Repeaters, on the other hand, are mostly
impacted by marketing promotional approaches targeted at generating memorable
memories, as well as information about new attractions in the region.
In the study of Yang, Wong, Tan, & Wu (2020), Food festivals, by providing local
ideas for tourist development and destination image developers, might certainly improve
culinary tourism as well as sustainable tourism in general.
Martin, Izquierdo, & Laguna-Garcia (2021), stated that, some regional specialty
foods can be recognized and distinguish by people without having to mention the location
or nation where they originate. Because of their distinct and distinct characteristics, they
have become worldwide recognized emblems.
In the article of Polat (2020), The taste of local food has become a way for tourists
to satisfy their desire for culinary elements in everyday life. Based on the study conducted
by the National Restaurant Association of America, guests want to see their return to the
location of their lifestyle in restaurants (2018). One of the few actual tourist attractions is
food. Individuals seeking authenticity can also benefit from tourism (Aktaş-Polat & Polat,
2016). Tourists seek for uniqueness that they can’t find in their own areas.
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It Is stated by the University of Central Florida (2021), that television shows are the
excellent way to promote places and persuade viewers to visit featured destination. For
example, Anthony Bourdain’s television show Parts Unknown introduced American
audiences to new places and culinary experiences. Through the perspective of culinary
tourism, his program was able to link American viewers to a country’s culture. Customers
will create brand loyalty, produce positive word of mouth, and advocate for the product if
the businesses give a pleasant customer experience, which will aid in new customer
engagement, according to Kaushal & Yadav (2020). Culinary tourists’ motivation is tied to
their culinary experiences and contentment, and culinary tourist satisfaction and loyalty are
linked to the culinary tourist experience.
In the article of Di-Clemente, Hernández-Mogollón, & López Guzmán (2020),
Many tourists re-consume the goods they tried on location and at home to relive happy
experiences through food. The internet market and modern distribution infrastructures
stimulate product migration from small-scale neighborhood marketers to consumer
households. Small producers might use this strategy to break into new markets and find new
clients. Farmers may then utilize the culinary experience to market their products to new
clients and build regular customers who are more likely to buy from their region of origin
in the future.
Based on the article of Rocamora (2019), it says that food is becoming a more
important motivator for people to visit to a location, Department of Tourism Secretary
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Bernadette Romulo–Puyat said that “somewhere across the world, someone is scrolling
through their phone, looking for the next place that offers the finest food they should taste,
or perhaps a festival, farmers’ market, or gourmet tour that would reawaken their inner
travel bug.”
In the study of Rajput and Gahfoor (2020), taste is a sensory property of food. The
flavor is judged after eating. Customers, on the other hand, expect flavor based on price,
quality, food labels, and brand name prior to ingestion. The quality of the food and its flavor
determines customer satisfaction. In restaurants, food presentation promotes customer
happiness.
Furthermore, in the study of Kwong and Shiun-Yi (2017), new eating experiences
are being created because of technological advancements. As a result of technological
developments, the food delivery sector is growing its ability, and tremendous opportunities
and issues are arising as a result of the entrance of new competitors. It’s important to change
client dining habits. Food delivery services should adapt their strategies to keep up with
shifting consumer trends as generations pass.
Nurhaeni and Sakuntalawati (2022), stated that, gender and tourism research is
critical for three reasons. First, gender ideology in society shapes the process of involving
men and women in tourism. Second, gender relations contribute to the dynamics of gender
identity fluidity in tourism. Third, the gender perspective can help us understand the
connection between tourism and social processes. (UNWTO, 2017).
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In addition, Nurhaeni and Sakuntalawati (2022), mentioned that, some expert
research searches, the role of women in tourism dominates the informal role. Homestay
services, foods and beverage services, souvenir making, opening stalls, selling hawkers,
cooks, cleaning public places, and working in the hospitality sector are examples of informal
roles. These female jobs are classified as low-skilled and pay less than male jobs. Rinaldi
and Salerno’s study (2019).
Furthermore, Figuero-Domecq and Segovia-Perez (2020), stated that, sex refers to
the biological as well as anatomical aspects of the human body that allow us to divide people
into men and women or even a good mix of the other. Gender, on the other hand, can be
used to specify a conception that splits what is regarded feminine and masculine.
According to the study of Pahrudin P et al. (2021), attitude and behavior have an
impact on a tourist’s intention or decision to visit a tourist destination. It means that the idea
of attitude indicated a general personal evaluation of a specific behavior that was evaluated
either positively or negatively. Subjective norms are a criticism of a tourist’s behavior or
behavior intention. Accordingly, subjective norms are a personal idea used in a social setting
to decide whether to act or not to act in terms of behavior.
In the study of Rahman, M.S. et al. (2018), they’ve that purchase intention mediates
the connection between tourist satisfaction and behavior, but tourist satisfaction and
perception have a positive and significant impact on the intention to buy local foods. There
is also a strong correlation between tourist satisfaction and how well they judge the quality
30

of the local cuisine. Additionally, there is a strong correlation between visitor intentions and
their purchasing behavior.
Furthermore, Purchase intention is based on an examination of the relationship
between a customer’s behaviors and intentions, making it a crucial concept for consumer
research. In marketing literature, intention is an important factor that businesses use to
forecast sales of new products or repeat purchases of existing products. It also reveals the
customer trend to purchase goods or services from the same retailer and to tell others about
his or her shopping experience.
Based on the study of Hanafiah, Mohd & Hamdan, Nurul. (2020), Even with a
positive attitude and support from their perceived social pressure to engage in the habit,
people who feel they lack the necessary tools and opportunities are less likely to develop
the behavior. If an opportunity arises, the stronger the intention, the more likely the behavior
would be, and intention can affect the consumer’s decision to engage in particular behaviors
in the future or not.
In addition, Nguyen, N. (2020) stated in their study that Chinese customers’ desire
to buy functional foods is decreased by their high price, whereas Italian consumers are
willing to pay extra for a functional snack if its health advantages meet their needs.
Consumers’ perceptions of price can have an impact on whether they intend to buy food;
the higher the price they perceive, the less likely they are to do so. However, if the product
meets their needs, some customers will be willing to spend more.
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Abbasi, G.A. et al (2021) mentioned that satisfaction is a term used to describe an
emotional reaction to an experience that follows cognitive reactions. The relationship
between satisfaction and the intention to return has already been established through
research in the tourism context, and it has been empirically proven that satisfaction has a
big role to play in influencing a visitor’s positive intention to return. This suggests that it’s
very likely that tourists will want to go back to a place if they’re happy with it.
Synthesis
In conclusion, it clearly explains how important the Culinary Tourism is. It also
broadens the understanding towards how it helps Tourism sector to make grow. Although
the majority of culinary tourism emphasizes sampling delicacies and other meals, this is
also an educational intervention that channels a person’s curiosity for food into learning
about the culinary of a particular cuisine. Malabon is a highly-urbanized city and a fishing
village in the Philippines. Malabon is a rich city in local cuisines that can attract potential
tourist through food tourism. It also provides local foods that is symbolic for all Filipinos
because it gives a cultural identity for Filipinos. It also shows that positive attitude of tourist
in destination and local food is a great impact to shape their experience and to share it to
others.
In line with this, it shows that tourists have a certain amount of awareness of local
cuisines as well as knowledge of the cuisines of the destination to which they traveled. It
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also provides an understanding that food is one motivation of tourist why they visit different
destinations to experience different taste and the uniqueness of cuisines these destinations
have to offer. It shows that tourist have a determined level of acceptance when they immerse
themselves in culinary tourism where they acquire knowledge about the local food which
can turn a destination into a culinary destination for tourist. Demographics, especially
gender, and a person’s locale, plays a big part in how they are able to reflect the way they
go about culinary tourism. The demographics are a stable source of information that can
make or break the way a culinary tourism business in a local area progresses with their
business. The demographics of travelers are a valuable way for local businesses to
distinguish what they can, and should improve for any future incline of their local food
tourism.
To wrap it all up, those factors associated with culinary tourism is very important.
One of the few tourist attractions is food and it is also the motivation of most of the tourist
to visit a new destination. Culinary tourism has the ability to support the preservation of
regional customs while also making use of current tourism infrastructure and fostering
creativity. By increasing the demand for locally produced food and drink among tourists, it
contributes to the long-term sustainability of local agriculture, food systems, communities,
and traditions.
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CHAPTER 3
METHODOLOGY
This chapter shows the methods and formulas used in the study for the data
collection.
Research Design
This study used descriptive research quantitative method that seeks to evaluate the
information gathered. Since it employs percentage/frequency and weighted mean frequency
formulas, the data was easier to compare. Furthermore, the research implemented a
descriptive research design to express, detail, and narrate the data gathered to support this
study. Thus, the researchers used the survey questionnaires through Google online forms as
their instrumentation.
The researchers used this research design to identify the level of awareness of the
respondents in Malabon City’s dishes, the level of acceptance of the respondents on the
potential of Malabon City as a new culinary destination through dishes, services,
experiences and accessibility, the level of awareness of the respondents in Malabon City
dishes when grouped according to the profile in terms of age, gender, marital status, income,
and educational attainment.
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The researchers conducted their accumulate data on the basis of tabulations and
graphs, each with a short overview. To evaluate responses, the accumulated data would be
statistically handled which used frequency and percentage, and also weighted means.
Population, Sampling Size, Sampling Technique
The participants in this study were local tourists who visited Malabon City that are
currently residing in Metro Manila and with the age of 18 and above. The total population
of the respondents is 200, as for the sampling technique, non-probability purposive
sampling was used. The researchers chose them as the respondents of this study because
they have been in Malabon City that tried the dishes and restaurants, the researchers sought
for their perception about Malabon City as new destination for culinary tourism.
The sampling technique that was used to choose the respondent of this study is non-
probability purposive sampling also known as selective, judgmental, or subjective sampling,
wherein the researchers sought participants who had been in Malabon City that tried the
dishes and restaurants that are currently residing in Metro Manila ages of 18 above.
Research Instrument
Development
The research instrument is divided into three parts: including letter to the
respondents, profile of the respondents and the survey questionnaire. In the profile of the
35

respondent section, the respondents were asked about the following Name (optional), Age,
and Gender. The survey questionnaire used a four (4) point Likert Scale to measure the
response of the respondents among the following; level of four (4) on fully aware, three (3)
on aware, two (2) on not aware, and one (1) on fully not aware. Level of four (4) on highly
acceptable, three (3) on acceptable, two (2) on fairly acceptable, and one (1) on not
acceptable. The questionnaire has a total of 75 items.
Validation
The researchers consulted their research adviser for an initial assessment of the
accuracy of the research instrument. After receiving approval from the research adviser, the
research instrument was validated by experts in the field of research to ensure that these
variables are required to be included in the questionnaire submitted by researchers. The
researchers had three validators, one external and two internal. Dr. Enrico Cruzada and Mr.
Mikel Abel Badilla are faculty members of tourism, at Lyceum of the Philippines
University-Manila, College of International Tourism and Hospitality Management.
Additionally, the researchers asked Ms. Maria Joana A. Rosete, Tourism Head of Malabon
City Hall, to serve as an external validator. Furthermore, the research instrument had been
revised after the research adviser and research experts make their final recommendation.
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Pre-Testing
The research instrument was pre-tested to thirty (30) people. The pre-testing was
held in Metro Manila on the 1st semester of the school year 2022-2023. The researchers
conducted the pre-testing to ensure that all of the questions on the survey are understandable
and that respondents are aware of all of the survey’s components. After the pre-testing, the
questionnaire was assessed using Cronbach‘s Alpha to check its reliability.
Reliability Statistics
Statement of the Problem 2
Variables Cronbach Alpha Interpretation No. of Items
Malabon Dishes 0.89 Good 14
Malabon Restaurants 0.94 Excellent 9
Figure 3. Cronbach's Alpha Result for Statement of the Problem 2
The figure shows the reliability statistics of statement of the problem two (2). It consists of
two (2) variables. Malabon Dishes with a cronbach alpha of 0.89 with the interpretation of
good. Malabon Restaurants with a cronbach alpha of 0.94 with the interpretation of
excellent. All the variables exceeded the cronbach alpha value of 0.70. Therefore, the
cronbach alpha tests shows that the surveys are reliable.
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Statement of the Problem 3
Variables Cronbach Alpha Interpretation No. of Items
Dishes and Restaurants 0.94 Excellent 11
Services 0.92 Excellent 8
Experiences 0.92 Excellent 7
Accessibility 0.91 Excellent 8
Figure 4. Cronbach's Alpha Result for Statement of the Problem 3
The diagram shows the reliability statistics of statement of the problem three (3). It
consists of four (4) variables. Dishes and Restaurants with a cronbach alpha of 0.94 with
the interpretation of excellent. Services with a cronbach alpha of 0.92 with the interpretation
of excellent. Experiences with a cronbach alpha of 0.92 with the interpretation of excellent.
Accessibility with a cronbach alpha of 0.91 with the interpretation of excellent. All the
variables exceeded the cronbach alpha value of 0.70. Therefore, the cronbach alpha tests
shows that the surveys are reliable.
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Data Gathering Procedures
The survey questionnaires was conducted online using Google Form. The
researchers asked for the consent of the respondents first before were included as
respondents of this study. The objectives and purpose of this study was explained to the
respondents, and rest assured of the confidentiality of all personal information and responses
that will be provided. The researchers provided an e-mail address where respondents can
send questions about some items that needs of clarification. Upon completion of the required
number of respondents, the survey questionnaires was immediately retrieved by the
researcher.
Research Ethics
The researchers also ensured that participants provided their permission, both orally
and in writing. In which the objective of the study (i.e., for school requirements) is included,
as well as the potential risks and benefits that the research might provide, the length of the
questionnaire, how the data would be secured and kept in strict confidentiality, and
permission to record the entire procedure for gathering data. The objective of the research
was not fully disclosed to the participants; specifically, the researchers remained passive in
this study, being transparent of the possible risk/s that the participants might encounter as
they participate, as well as guaranteeing that such risk/s were reduced, while benefits were
fully utilized.
39

Statistical Treatment
Frequency Distribution/Percentage
A data presentation that indicates the proportion of observations for each data point
or set of data points. The relative frequency of survey replies and other data can be expressed
using this way, which is extremely helpful. An orderly tabulation or graphic display of the
number of people in each category on the measurement scale. Frequency distribution was
used to answer the statement of the problem number one (1), What is the profile of the
respondents in terms of: age, gender, marital status, income, educational attainment,
frequency visit in Malabon city, and reason of visiting Malabon city.
Formula:
P=F/N x 100
Where:
P = Percentage
F = Frequency
N = Number of Respondents
40

Weighted Mean
Involves multiplying each data point in a set by a value which is determined by some
characteristic of whatever contributed to the data point. A weighted mean is a kind of
average. A kind of mean that is computed by multiplying the weight (or probability)
associated with a specific event or outcome with its associated quantitative outcome and
then adding all the results together. Weighted mean would be used to answer the statement
of problem numbers two (2) What is the level of awareness of the respondents on the dishes
of Malabon city and three (3) What is the level of acceptance of the respondents on the
potential of Malabon city as a new culinary destination in terms of: dishes, services,
experience, and accessibility.
Formula:
x̄=∑ [(f)(w)] n
Where:
x̄ = Weighted Mean
F = Frequencies to the given
W = Weights
n = Total Number of Respondents
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The following were observed in interpreting weighted mean in the context of this study;
Weighted Mean Verbal Interpretation Interval Observed

4 Fully Aware 3.50-4.49
Highly Acceptable
3 Aware 2.50-3.49
Acceptable
2 Not Aware 1.50-2.49
Fairly Acceptable
1 Fully Not Aware 1.00-1.49
Not Acceptable
Analysis of Variants (ANOVA)
ANOVA was used to answer the statement of problem number four (4): Is there a
significant difference in the level of awareness of the respondents in Malabon city dishes
when group according to profile. And (5): Is there a significant difference in the level of
acceptance of the respondents on the potential factors of Malabon City as a new destination
for culinary tourism when group according to the profile.
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Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This Chapter contains the gathered Data, the results of the Statistical Analysis that
was done, and the interpretation of the findings. These are shown in tables on how the City
of Malabon can be seen as a New Destination for Culinary Tourism in terms of, Age,
Gender, Marital Status, Income, And Educational attainment.
This study was conducted among Residents of Metro Manila who have been to The
City of Malabon at least once, during the First Semester of School Year 2022-2023.
I. Demographic Profile of Respondents
Table 1
Age
Age Frequency Percentage Rank
25 and below 151 75.5 1
Above 25 49 24.5 2
Total 200 100.0
The table 1 shows that out of 200 respondents, 151 (75.5%) are 25 years old and
below, while 49 (24.5%) were above 25 years of age. There is a significant difference in
terms of age because According to Dancausa (2022), a young traveler discovered about
43

tours across new technologies including the internet, social media, and travel websites, so
although older travelers went on excursions based on suggestions from relatives and friends.
A strong connection exists in between the purpose for participating in Culinary Tourism
and age.
Table 2
Gender
Gender Frequency Percentage Rank
Male 107 53.5 1
Female 93 46.5 2
Total 200 100.0
Table 2 shows that out of 200 respondents, 107 (53.5%) are Male, while 93 (46.5%)
are Female. There is a significant difference in terms of gender because According to
Bourdieu's (2019) work shows an assertion that food tastes differ between work-related
social categories and among people, even though gender differences are more specific in
the common laborer's society than in the center and high societies. The suggestion is that
men drink and eat more centered things (Bourdieu 2019: 192), and that meat, the best
supporting food, is the dish for men. Fish, on the other hand, is despised by men, particularly
by ordinary working men, because it completely contradicts the manly way of eating.
44

Table 3
Marital Status
Marital Status Frequency Percentage Rank
Single 175 87.5 1
Married 25 12.5 2
Total 200 100.0
Table 3 shows that out of 200 respondents, 175 (87.5%) are single, while 25 (12.5%)
are Married, out of 200 respondents. There is a significant different in terms of marital status
because According to the study of AgustinaI., SumarwanU., & KirbrandokoK. (2017). A
conjoint analysis was used to find out the typical culinary traveler in Bogor, A single adult,
with 71 percent and the second cluster, Married couples with 29 percent. It showed that they
preferred culinary areas with complete facilities, ease of sitting, and friendly service.
45

Table 4
Income
Income Frequency Percentage Rank
Between Php 9,520 129 64.5 1

to Php 21, 194
Between Php 40 20.0 2
21,194 to Php
43,828
31 15.5 3
Higher than Php 43,
828
Total 200 100.0
Table 4 shows that out of 200 respondents, 129 (64.5%) had an income of Between
Php 9,520 to Php 21,194, while 40 (20%) had an income in Between Php 21,194 to Php
43,828 and 31 (15.5%) had an income of Higher than Php 43,828.
Table 5
Educational Attainment
Educational Attainment Frequency Percentage Rank
College 94 47.0 1
Senior High School 76 38.0 2
Vocational 16 8.0 3
Basic Education 14 7.0 4
Total 200 100.0
46

Table 5 shows that out of 200 respondents, 94 (47.0%) being College graduates, 76
(38.0%) being Senior High School graduates, 16 (8.0%) being Vocational graduates, and
14 (7.0%) having attained a Basic level of Education.
Table 6
Level of Awareness – Dishes
Indicators Weighted Mean Verbal Interpretation
1. Pancit Malabon 3.88 Fully Aware
2. Sapin-Sapin (Layered Rice Cake) 3.62 Fully Aware
3. Mamon Tostado 3.05 Aware
4. Yema Palitaw 3.13 Aware
5. Valencia Triangulo (Turon in Triangle Shape) 2.80 Not Aware
6. Atchara Dampalit 2.77 Not Aware
7. Soft Broas 2.99 Aware
8. Tortang Alimasag 2.91 Aware
9. Bulalo Mami (Sweet Taste) 3.33 Aware
10. Cream Cheese Leche Flan 3.48 Fully Aware
11. Mango Panna Cotta 3.08 Aware
12. Crispy Leche Flan 3.13 Aware
13. Camachile 2.88 Aware
14. Assorted Kakanin 3.40 Aware
Composite Mean 3.17 Aware
47

Legend:
Numerical Value Verbal Interpretation
4 3.50 – 4.49 Fully Aware
3 2.50 – 3.49 Aware
2 1.50 – 2.49 Not Aware
1 1.00 – 1.49 Fully Not Aware
The table 6 shows the Level of Awareness – Dishes, with a composite mean of 3.17
with a verbal interpretation of Aware. Items 1, 2 and 10 got the highest weighted mean of
3.88, 3.62 and 3.48 with a verbal interpretation of Fully Aware. Items 5, 6 and 13 got the
lowest weighted mean of 2.80, 2.77 and 2.88 with a verbal interpretation of Not Aware and
Aware. As per the study of Wahab and et al. (2017), the food of a destination has the
potential to portray the destination’s appearance and unique characteristics. And the
outcome, it’s indeed preferable to characterize and stance a specific product within the
marketplace in addition to creating a possible future image. Culinary tourism not only
attracts many visitors, yet it also contributes significantly to the socioeconomic, financial,
and environmental advancement of a destination.
48

Table 7
Level of Awareness – Restaurants
1. Hazel’s Puto Pao 2.44 Not Aware
2. Jamico Restaurant 2.44 Not Aware
3. Dolor’s Kakanin 2.92 Aware
4. Nanay’s Pancit Malabon 2.81 Aware
5. Betsy Cake Center 2.38 Not Aware
6. Benny Lounge 2.38 Not Aware
7. Balsa sa Niugan – 2.57 Not Aware

Floating Restaurant
8. Mama Belen’s 2.39 Not Aware
Kitchenette
9. Aling Mely Eaterie 2.35 Not Aware
Composite Mean 2.52 Not Aware
Legend
4 3.50 – 4.49 Fully Aware
3 2.50 – 3.49 Aware
2 1.50 – 2.49 Not Aware
1 1.00 – 1.49 Fully Not Aware
The table 7 shows the Level of Awareness – Restaurants, with a composite mean of
2.52 with a verbal interpretation of Not Aware. Items 3, 4 and 7 got the highest weighted
mean of 2.92, 2.81 and 2.57 with a verbal interpretation of Aware and Not Aware. Items 5,
6 and 9 got the lowest weighted mean of 2.38, 2.38 and 2.35 with a verbal interpretation of
49

Not Aware. As stated by Leung. Y. (2022), Trust and social attraction positively impacts
the awareness and intention of customers to visit restaurants.
Table 8
Level of Acceptance - Dishes and Restaurants
Indicators Weighted Verbal Interpretation

Mean
1. Well packaged/plated/presented 3.46 Highly Acceptable
2. Well-priced 3.30 Acceptable
3. Well-cooked/baked/made 3.48 Highly Acceptable
4. Delicious/tasty/delightful 3.54 Highly Acceptable
5. Different and unique 3.35 Acceptable
6. Offered in a variety of ways 3.37 Acceptable
7. Offered with high quality 3.41 Highly Acceptable
8. Cooked/baked/made in a timely manner 3.42 Highly Acceptable
9. Served fresh 3.45 Highly Acceptable
10. Properly prepared 3.48 Highly Acceptable
11. Portioned correctly 3.39 Acceptable
Composite Mean 3.42 Highly Acceptable
Legend
4 3.50 – 4.49 Highly Acceptable
3 2.50 – 3.49 Acceptable
2 1.50 – 2.49 Fairly Acceptable
1 1.00 – 1.49 Not Acceptable
50

The table 8 shows the Dishes and Restaurants with a composite mean of 3.42 with
a verbal interpretation of Highly Acceptable. Items 1, 3, and 4 got the highest weighted
mean of 3.46, 3.48, and 3.54, with a verbal interpretation of Highly Acceptable. Items 2, 5
and 6 got the lowest weighted mean of 3.30, 3.35 and 3.37 with a verbal interpretation of
Acceptable. Brand awareness is one of the most important components for retrieving
information about the brand and is regarded as the first and most important, but insufficient
step that leads to the intention to try and repeat the product. Brand awareness measures a
customer’s ability to recall or recognize a brand quickly or to simply determine whether
they are familiar with or have heard of the brand before. Additionally, brand awareness
affects consumer decision-making, and customers typically use brand awareness as an
exploratory decision. Bihamta, H. et al (2017).
51

Table 9
Service

Mean
1. The staffs are friendly and welcoming. 3.46 Highly Acceptable
2. The speed of service is fast. 3.32 Acceptable
3. The staffs will ask you if you need any

3.34 Acceptable
assistance.
4. The place is clean and well-maintained. 3.36 Acceptable
5. The food I order is correct and complete. 3.39 Acceptable
6. The availability of utensils, condiments, etc.

3.37 Acceptable
was good.
7. The food meets the price value. 3.35 Acceptable
8. The staff is very knowledgeable about their

3.45 Highly Acceptable
product.
Composite Mean 3.38 Acceptable
Legend
The table 9 shows the Service with a composite mean of 3.38 with a verbal
interpretation of Acceptable. Items 1, 5 and 8, got the highest weighted mean of 3.46, 3.39
and 3.45 with a verbal interpretation of Highly Acceptable and Acceptable. Items 2, 3 and 7
got the lowest weighted mean of 3.32, 3.34 and 3.35 with a verbal interpretation of
52

Acceptable. Based on the study of Namin, A. (2017), customers that receive better service
will be happier, which will improve the chances that they will make another purchase (i.e.,
behavioral intentions). This shows the need of researching the connections between
customer satisfaction with the service they receive from the restaurant and the behavioral
intents behind their purchase behavior (and how those intentions are measured).
Table 10
Experience

Mean
1. I had fun in each dish and delicacy because it’s
3.49 Highly Acceptable
delicious.
2. I am happy because the price is reasonable for
3.37 Acceptable
the food.
3. I’ve experienced good customer service and the
3.37 Acceptable
food delivered to us in a timely manner.
4. It is a unique experience because the food uses
3.38 Acceptable
authentic recipes and methods.
5. It pursuits the amazing and memorable food
3.36 Acceptable
experiences.
6. It is a perfect place for family gathering,
3.36 Acceptable
romantic date, and birthday celebration.
7. The ambiance of restaurant is relaxing. 3.34 Acceptable
53

Legend
The table 10 shows the Experience with a composite mean of 3.38 with a verbal
interpretation of Acceptable. Items 1, 2 and 4 got the highest weighted mean of 3.49, 3.37
and 3.38 with a verbal interpretation of Highly Acceptable and Acceptable. Items 5, 6 and 7
got the lowest weighted mean of 3.36, 3.36 and 3.34 with a verbal interpretation of
Acceptable. Mak et al. (2017), mentioned the five tourist food consumption motivators.
Novelty and variety, authentic experience and prestige, interpersonal and cultural, price or
value and assurance, health concern, familiarity and eating habit, and sensory and contextual
pleasure are all examples of these. Those kinds of components include a comprehensive
basis for understanding the key motivator’s inherent traveler food consumption in a tourist
attraction.
54

Table 11
Accessibility

Mean
1. There is no much traffic on roads 2.86 Acceptable
2. It is easily accessible via public transportation. 3.10 Acceptable
3. It is accessible destination for private vehicle

3.21 Acceptable
users.
4. It is easy to find for first time visitors. 3.01 Acceptable
5. The travel time is not that long 2.95 Acceptable
6. It is not hassle to find public transportation on

3.04 Acceptable
way home.
7. The prices of fare are budget friendly. 3.13 Acceptable
8. Finding restaurants that serves delicacy dishes

3.19 Acceptable
is easy to find for tourist.
Legend
The table 11 shows the Accessibility with a composite mean of 3.06 with a verbal
interpretation of Acceptable. Items 3, 7 and 8 got the highest weighted mean of 3.21, 3.13
and 3.19 with a verbal interpretation of Acceptable. Items 1, 4 and 5 got the lowest weighted
mean of 2.86, 3.01 and 2.95 with a verbal interpretation of Acceptable. Martin Heng (2019),
55

said that the tourism industry aims to cater to tourists from around the world. Customers’
assumptions vary as per their own cultural context. Establishments with a multicultural
workplace which can cater to such a diverse customer base get a substantial competitive
advantage over everyone else. Getting employees who comprehend the customer’s needs
and wants and can provide great insight into creating qualities more accessible over time
also an important part of the marketing strategy.
Table 12
Total Level of Acceptance
Dishes and Restaurants 3.42 Highly Acceptable
Service 3.38 Acceptable
Experience 3.38 Acceptable
Accessibility 3.06 Acceptable
Legend
The table 12 shows the Total Level of Acceptance, with a composite mean of 3.31
with a verbal interpretation of Acceptable. Dishes and Restaurants with a weighted mean
56

of 3.42 with a verbal interpretation of Highly Acceptable. Service with a weighted mean of
3.38, Experience with a weighted mean of 3.38 and Accessibility with a weighted mean of
3.06, with a verbal interpretation of Acceptable. Overall, the level of acceptance of Malabon
City as a new destination for culinary tourism is Acceptable based on the data that was
gathered from the respondents who are in line with the demographics of the study.
Table 13
Level of Awareness Based on Age
Variable p-value Verbal Interpretation

Level of Awareness – .147 No Significant Difference
Dishes
Restaurants
The table 13 shows based on age, in terms of Level of Awareness – Dishes with the
p-value of .147 and the Level of Awareness – Restaurants with the p-value of 0.64, it means
that there are No Significant Difference in the level of awareness of the respondents in terms
of dishes and restaurants when grouped according to age. According to Dublin (2020), the
expansion of culinary tourism is being driven by a rise in government tourism promotion
proposals. The market is divided into categories based on activity type, age group, mode of
booking, and region. The market has been divided into activity types such as culinary trials,
cooking classes, restaurants, food festivals, and others. Baby Boomers, Generation X,
Generation Y, and Generation Z are the age groups.
57

Table 14
Level of Awareness Based on Gender

Dishes
Level of Awareness – .004 Significant Difference
Restaurants
The table 14 shows based on Gender, in terms of Level of Awareness – Dishes with
the p-value of .064, it means that there is No Significant Difference on the Level of
Awareness – Dishes of the respondents. The Level of Awareness – Restaurants with the p-
value of .004, it means that there is a Significant Difference on the Level of Awareness –
Restaurants of the respondents. Bases on the article of Lopez (2019), a variety of factors are
characterized in the literature reviewed, including demographic variables, lifestyle, motives,
personality, values, beliefs and attitudes, awareness, and acquiring knowledge. Pertaining
demographic factors, within that specific instance, the customer can be characterized by
physical characteristics such as age, gender, as well as others, socioeconomic features such
as marital status, social standing, and several others. And, economically inactive, education,
and occupation, to mention the few. The visitors and travelers who necessitate this kind of
culinary offer exhibit imperceptible behavior and attitude between the age ranges of 21 –
25 years old (27%) and 26 – 30 years old (25.2%).
58

Table 15
Level of Awareness Based on Marital Status

Dishes
Restaurants
The table 15 shows based on marital status, in terms of Level of Awareness – Dishes
with the p-value of .099 and Level of Awareness – Restaurants with the p-value of .552, it
means that there are No Significant Difference in the level of awareness of the respondents
in terms of dishes and restaurants when grouped according to marital status. According to
the study of Rahim et al. (2022), marital status did not disclose any impactful relationship
with the occurrence of unawareness, and awareness when it came to dishes.
Table 16
Level of Awareness Based on Income

Dishes
Restaurants
The table 16 shows based on income, in terms of Level of Awareness – Dishes with
the p-value of .632 and the Level of Awareness – Restaurants with the p-value of .724, it
means that there are No Significant Difference in the level of awareness of the respondents
in terms of dishes and restaurants when grouped according to income. Wadolowska et al.,
59

(2019) stated that, tourists with greater income tend to favor a broader variety of food choice
and also have higher levels of preference for variation and local cuisine, exemplifying that
food intake by people is a representation of their social status and identity. Individuals’ food
choices are ascertained by their own social status. For instance, middle-class and privileged
tourists typically keep their class society through being open to diverse and exotic cuisine.
Table 17
Level of Awareness Based on Educational Attainment

Dishes
Restaurants
The table 17 shows based on educational attainment, in terms of Level of Awareness
– Dishes with the p-value of .369 and the Level of Awareness – Restaurants with the p-value
of .420, it means that there are No Significant Difference in the level of awareness of the
respondents in terms of dishes and restaurants when grouped according to educational
attainment. In the findings of Dixit (2019), culinary tourism is an emerging sub-industry in
tourism, hospitality, marketing, regional development, and education. Culinary tourism as
well plays a significant role in fostering travel experience via festivals and other events.
Culinary reliability is an important purpose for travelers to visit, it can also provide some
wide range of experience-based opportunities.
60

Table 18
Level of Acceptance on the Potential Factors Based on Age

Dishes and Restaurants .006 Significant Difference
Service .015 Significant Difference
Experience .016 Significant Difference
Accessibility .035 Significant Difference
Overall Level of .003 Significant Difference
Acceptance
The table 18 shows on the potential factors based on age, in terms of Level of
Acceptance Dishes and Restaurants with the p-value of .006, Level of Acceptance Service
with the p-value of 0.15, Level of Acceptance Experience with the p-value of 0.16, and Level
of Acceptance Accessibility with the p-value of .035, it means that there is a Significant
Difference in the level of acceptance of the respondents in terms of dishes and restaurants,
service, experience, and accessibility when grouped according to age. With the overall p-
value of .003, it means that there is Significant Difference under level of acceptance based
on age. As per the study of Jung (2022), there are significant impacts on the decisions and
level of acceptance when it came to the factor of age.
Table 19
Level of Acceptance on the Potential Factors Based on Gender

Dishes and Restaurants .072 No Significant Difference
Service .162 No Significant Difference
Experience .398 No Significant Difference
Overall Level of Acceptance .026 Significant Difference
61

The table 19 shows on the potential factors based on gender, in terms of Level of
with the p-value of .162 and Level of Acceptance Experience with the p-value of .398, it
means that there are No Significant Difference in the level of acceptance of the respondents
in terms of dishes and restaurants, service and experience when grouped according to
gender, while the Level of Acceptance Accessibility with the p-value of 0.11, it means that
there is a Significant Difference in the level of acceptance of the respondents in terms of
accessibility when grouped according to gender. With the overall p-value of .026, it means
that there is a Significant Difference under level of acceptance based on gender. From the
study of Hansen (2019), the gender differences had no major effect on the choices made by
each of the respondents when it came to acceptance.
Table 20
Level of Acceptance on the Potential Factors Based on Marital Status

Dishes and Restaurants .005 Significant Difference
Service .022 Significant Difference
Experience .020 Significant Difference
Overall Level of .002 Significant Difference
Acceptance
The table 20 shows on the potential factors based on marital status, in terms of Level
of Acceptance Dishes and Restaurants with the p-value of .005, Level of Acceptance Service
62

with the p-value of .022, Level of Acceptance Experience with the p-value .020, and Level
of Acceptance Accessibility with the p-value of .020, it means that there is a Significant
service, experience, and accessibility when grouped according to marital status. With the
overall p-value of .002, it means that there is a Significant Difference under level of
acceptance based on marital status. In relation to this, a study by Ahmandi (2021), showed
that a person’s marital status has an immediate effect on the level of acceptance when it
came to consumption of Dishes.
Table 21
Level of Acceptance on the Potential Factors Based on Income

Accessibility .597 No Significant Difference
Overall Level of .716 No Significant Difference
Acceptance
The table 21 shows on the potential factors based on age, in terms of Level of
with the p-value of .948, Level of Acceptance Experience with the p-value of .591, and Level
of Acceptance Accessibility with the p-value of .597, it means that there are No Significant
63

service, experience, and accessibility when grouped according to income. With the overall
p-value of .716, shows that there is No Significant Difference under level of acceptance
based on income. According to Klocker (2022), the effect of income when it came to the
acceptance of prices was relatively small, and had little to no effect on the acceptance of the
respondents.
Table 22
Level of Acceptance on the Potential Factors Based on Educational Attainment

Accessibility .848 No Significant Difference
Overall Level of .625 No Significant Difference
Acceptance
The table 22 shows on the potential factors based on educational attainment, in terms
of Level of Acceptance Dishes and Restaurants with the p-value of .555, Level of
Acceptance Service with the p-value of .442, Level of Acceptance Experience with the p-
value of .612, and Level of Acceptance Accessibility with the p-value of .848, it means that
there are No Significant Difference in the level of acceptance of the respondents in terms of
dishes and restaurants, service, experience, and accessibility when grouped according to
educational attainment. With the overall p-value of .625, shows that there are No Significant
Difference under level of acceptance based on age. Also, a study by Broton (2018),
64

presented that the level of educational attainment has no effect when it comes to a person’s
acceptance of different factors, like dishes.
65

Chapter 5
SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
This chapter provides a summary of the survey findings, a conclusion to help the
reader understand why the study is essential, and recommendations from the researchers on
the study of the City of Malabon: A New Destination for Culinary Tourism at Lyceum of
the Philippines University Manila.
Summary of findings
This study utilized Quantitative type of research design mainly descriptive research
design – survey method. The researchers used this research design to know the perspective
of a person about the level of awareness, acceptance, and factors to consider Malabon’s
culinary tourism as new destination. The respondents of this study were the people who
have been to Malabon City that is currently residing in Metro Manila. This study’s research
instrument was broken into three parts, Part I, indicated the demographic profile of the
respondents. Part II, awareness about Malabon City’s dishes & restaurants. While in Part
III, showed the level acceptance on the potential of Malabon City as a new culinary
destination in terms of its dishes and restaurants, services, experiences, and accessibility.
66

The Majority of the respondents, in terms of demographics were; Age with 151
(75.5%) of which were 25 and below. Gender with 107 (53.5%) which were Male. Marital
Status with 175 (87.5%) of which were single. Income with 129 (64.5%) having between
₱9,520 to ₱21,194. Educational attainment with 94 (47%) having a college attainment.
In terms of the mean perception about the level of awareness of the respondents as
regards of dishes, according to the result, it shows that with a weighted wean average of
3.17, the respondents are Aware of the local dishes in the City of Malabon.
To reckon the results of the level of awareness of the respondents as regards of
restaurants in Malabon city, according to the result, it shows that with a weighted mean
average of 2.52, the respondents are Not Aware of the local restaurants in the City of
Malabon.
The analysis of the data about level of acceptance of the respondents as regards of
Dishes and Restaurants shows that with a weighted mean of 3.42 with a verbal
interpretation of Highly Acceptable. Items (1) Well packaged/plated/presented, (3) Well-
cooked/baked/made, (4) Delicious/tasty/delightful and (10) Properly prepared got the
highest weighted mean of 3.46, 3.48, 3.54, and 3.48 with a verbal interpretation of Highly
Acceptable. While items (2) Well-priced, (5) Different and unique and (6) Offered in a
variety of ways got the lowest weighted mean of 3.30, 3.35 and 3.37 with a verbal
interpretation of Acceptable.
67

about the level of acceptance of the respondents as regards of service, according to
the result, with a weighted mean of 3.38 with a verbal interpretation of Acceptable. Items
(1) The staffs are friendly and welcoming and (8) The staff is very knowledgeable about
their product got the highest weighted mean of 3.46 and 3.45 with a verbal interpretation of
Highly Acceptable. While items (2) The speed of service is fast, (3) The staff will ask you if
you need any assistance and (7) The food meets the price value got the lowest weighted
mean of 3.32, 3.34 and 3.35 with a verbal interpretation of Acceptable.
As per the result of the level of acceptance of the respondents as regards of
experience, according to the data gathered, with a weighted mean of 3.38 with a verbal
interpretation of Acceptable. Item (1) I had fun in each dish and delicacy because it’s
delicious got the highest weighted mean of 3.49 with a verbal interpretation of Highly
Acceptable. While items (5) It pursuits the amazing and memorable food experience, (6) It
is perfect place for family gathering, romantic date, and birthday celebration, and (7) The
ambiance of restaurant is relaxing got the lowest weighted mean of 3.36, 3.36 and 3.34
with a verbal interpretation of Acceptable.
In terms of the mean perception about the level of acceptance of the respondents as
regards of accessibility, according to the result, with a weighted mean of 3.06 with a verbal
interpretation of Acceptable. Items (3) It is accessible destination for private vehicle users,
(7) The prices of fare are budget friendly, and (8) Finding restaurants that serves delicacy
dishes is easy to find for tourist got the highest weighted mean of 3.21, 3.13 and 3.19 with
68

a verbal interpretation of Acceptable. While items (1) There is no much traffic on roads, (4)
It is easy to find for first time visitors, and (5) The travel time is not that long got the lowest
weighted mean of 2.86, 3.01 and 2.95 with a verbal interpretation of Acceptable.
To further explain the results of the data gathered. It shows that the Demographic
profile had no significant difference in the level of awareness of the respondents in Malabon
City dishes on food, as the data shows the p-value of .147 Age, .064 Gender, .099 Marital
Status, .632 Income, and .369 Educational Attainment. As per assessing the level of
awareness in terms of restaurants, the result shows as follows, p-value of .064 Age, .552
Marital Status, .724 Income, and .420 Educational Attainment, in summarization of the data
gathered, it shows no significant difference. However, one of the variables which is “Gender
“shows a result of “p-value of .004” signifying that there is a significant difference in the
level of awareness of the respondents in terms of restaurant when group according to profile.
69

Conclusions
Based on the results of the study the following conclusions were drawn:
Most of the respondents of the survey were aged 25 years old and below. With most
of them being male, though with quite small margins when compared with females. Most
of the respondents were single. The respondent’s income between Php9,520 to 21,194 it
would be sufficient in buying and trying out dishes in Malabon City. The respondents have
mostly attained that of a college level education.
The result of the study shows that the respondents are aware of the restaurants in
Malabon City. This concluded that even though that not all the restaurants in Malabon have
been fully recognized by all.
The level of acceptance of the respondents on the potential of Malabon City as a new
culinary destination in terms of dishes and restaurants is highly acceptable, services is
acceptable, experience is highly acceptable, and accessibility is acceptable. The results
concluded that people are more likely agrees to make Malabon City as a new culinary
destination they are satisfied with the level of quality that the restaurants and the dishes
itself offers such as the friendliness of the staffs, the speed of the services, cleanliness of the
restaurants, etc. Moreover, one of the factors that can support this is that According to the
70

respondents Malabon City is Accessible as people don’t have much trouble navigating or
commuting to go there.
The results of the survey questionnaire have shown that there is no significant
difference on Level of Awareness in terms of Dishes and Restaurants when grouped
according to profile. However, The Level of Awareness in terms of Restaurants based on
gender that there is a significant difference when grouped according to profile.
From the data received by the researchers, the respondents have given the answer that
there is a significant difference when grouped according to age, in terms of the Level of
Acceptance of Dishes and Restaurants, Service, Experience, Accessibility, and Level of
Acceptance on the Potential of Malabon City as a New Culinary Destination. Most of the
respondents from the gathered data, handed out by the researchers, have given the answer
that there is a significant difference when grouped according to gender in terms of the Level
of Acceptance of Dishes and Restaurants, Service, and Experience have shown that there is
no significant difference. On the other hand, in terms of Accessibility and Level of
Acceptance on the Potential of Malabon City as a New Culinary Destination shows that
there is a significance difference. From the result of the survey questionnaires, handed out
by the researchers, the respondents have given the answer that there is a significant
difference when group according to Marital Status in terms of Level of Acceptance of
71

Dishes and Restaurants, Service, Experience, Accessibility, and Level of Acceptance on the
Potential of Malabon City as a New Destination of Attraction for Culinary Destination.
Recommendations
The researchers made the following recommendations based on the findings of the
study’s interpreted data of the respondents.
In terms of the Dishes and Restaurants, the food stall owners and restaurant owners
should offer well priced dishes and different variety of ways. The owners should invest
marketing the restaurants because some respondents are not aware about it.
The prices from Betsy’s Cake center, according to their Official Facebook page (Betsy's
Cake Center), go for around; 480-890 on their cakes. While their other dishes go for 850-
1300. For Benny Lounge, according to their official Facebook page (Benny’s Lounge), the
prices of their starters go for 310-120, main dishes for 850-490, pasta for 230-335, and
desserts for 50-160. At Aling Mely’s Eatery, the prices for the dishes go for 50-70, though
most people don’t eat there and just buy their foods and goes.
In terms of Service, the restaurant owners and staff should focus on the speed of
service, ask the customers if they need any assistance and if the food meets the price value.
The staff can work faster, or restaurants can give staff more training to give better service
72

especially when there are a lot of customers buying dishes or in the restaurant. The staff
should ask if the customers need anything else especially in restaurants, after they serve the
dishes.
In terms of Experience, food stall owners and restaurant owners should pursuit the
amazing and memorable food experiences to customers, where it can be a place for family
gatherings, romantic dates, and birthday celebrations, as well as focusing on a relaxing
ambiance of the restaurants for the customer’s experience.
In terms of Accessibility, The city of Malabon can have an alternate route away from
the main road for tourists to have better access to the city and lessen time spent on traffic,
as well as putting up signs or maps, as well as highlighting where to buy the dishes and
restaurants, therefore first time tourists going to the city will not have a hard time finding
where to go.
Malabon City’s Tourism Office can provide more marketing effort towards their
culinary tourism since most people that have already experienced it view it as acceptable.
Thus, creating more revenue for the city which can in turn provide even more profit out of
their marketability.
Local tourists that love to travel are highly encouraged to visit Malabon City, so long as
Malabon City comes up with more effective and efficient route for travel and from their
location.
73

Future researchers may continue the next step in finding out of Malabon City will
continue to be acceptable as a new destination for culinary tourism. And with this new
knowledge, future researchers are now able to find out more easily which restaurants and
dishes are people from Metro Manila aware of, in use for their future studies.
74

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86

APPENDIX B
Letter to Respondents
Dear Respondents;
We are 4th year from the College of International Tourism and Hospitality
Management of Lyceum of the Philippines University- Manila enrolled in the program in
Bachelor of Science in International Hospitality Management specialized in Cruise Line
Operations in Hotel Services. Currently, we are doing our research entitled “City of
Malabon: A New Destination for Culinary Tourism” as partial fulfillment of the
requirements for graduation.
We would like to ask for your consent to participate as one of our respondents in
this survey. Rest assured that the information given will be treated with utmost
confidentiality and the results of this survey will be utilized for educational purposes and
will only be shared within the academic community.
Thank you very much and God Bless!
Sincerely,
Calderon, Princess Nicole C.
Jasmin, Quenee Shanley
Lopez, Russell Lance S.
Ortiz, John Dale Gabriel A.
Santiago, Edison Q.
87

APPENDIX C
Face and Content Validity
88

APPENDIX D
Research Instrument
I. Demographic Profile of the Respondents
Instructions: Kindly fill in your answer by placing a “✓” mark next to the choices or options
that apply to you.
Name (optional): _________________
Age:
o 18 – 25 years old
o 56 years old and above
Gender:
o Male
o Female
o Others: please specify_________
Marital Status:
o Single
o Married
o Others: please specify_________
Income:
o Between ₱9,520 to ₱21,194
o Between ₱21,194 to 43,828
o Between ₱43,828 to ₱76,669
o Between ₱76,669 to 131,484
o Between ₱131,484 to ₱219,140
o At least ₱219,140 and up
Educational Attainment:
o Elementary Graduate
o High School Graduate
o Senior High School Graduate
o Vocational
o College Graduate
o Masters
89

o Doctorate
II. Awareness in Malabon City
Instructions: Read each statement carefully and put a check “✓” mark on the box that
correspond to your respective choices.
Legend: 4 – Fully Aware 3 – Aware 2 – Not aware 1 – Fully Not Aware
A. Dishes 4 3 2 1
The Malabon dishes that I am aware are:
1. Pancit Malabon
2. Sapin-Sapin (Layered Rice Cake)
3.Mamon Tostado
4. Yema Palitaw
5. Valencia Triangulo (Turon in Triangle shape)
6. Atchara Dampalit
7. Soft Broas
8. Tortang Alimasag
9. Bulalo Mami (sweet taste)
10. Cream cheese leche flan
11. Mango Panna Cotta
12. Crispy Leche flan
13. Camachile
14. Assorted Kakanin
Malabon Restaurants 4 3 2 1
The Malabon Restaurants that I am aware are:
1. Hazel’s Puto Pao
2. Jamico Restaurant
3. Dolor’s Kakanin
4. Nanay’s Pancit Malabon
5. Betsy Cake Center
6. Benny Lounge
7. Balsa sa Niugan
Floating Restaurant
8. Mama Belen's Kitchenette
9. Aling Mely Eaterie
90

III. Acceptance on the Potential of Malabon City as a New Culinary Destination

Instructions: Read each statement carefully and put a check “✓” mark on the box that
correspond to your respective choices.
Legend: 4 – Highly Acceptable 3 – Acceptable 2 – Fairly Acceptable 1 – Not Acceptable
A. Dishes and Restaurants

The dishes in Malabon city can be accepted as part of culinary 4 3 2 1
tourism destination because it is...
1. Well packaged/plated/presented
2. Well priced
3. Well-cooked/baked/made
4. Delicious/Tasty/Delightful
5. Different and Unique
6. Offered in a variety of ways
7. Offered with high quality
8. Cooked/baked/made in a timely manner
9. Served fresh
10. Properly prepared
11. Portioned correctly
B. Services
The food sellers and restaurant servers in Malabon city can be 4 3 2 1
accepted as part of the culinary tourism destination because…
1. The staffs are friendly and welcoming.
2. The speed of service is fast.
3. The staffs will ask you if you need any assistance.
4. The place is clean and well-maintained.
5. The food I order is correct and complete.
6. The availability of utensils, condiments, etc. was good.
7. The food meets the price value.
91

8. The staff is very knowledgeable about their product.
C. Experiences
My experiences when I visited Malabon City can be accepted as 4 3 2 1
part of culinary tourism destination because it is...
1. I had fun in each dish and delicacy because it’s delicious.
2. I am happy because the price is reasonable for the food.
3. I’ve experienced good customer service and the food
delivered to us in a timely manner.
4. It is a unique experience because the food uses authentic
recipes and methods.
5. It pursuits the amazing and memorable food experiences.
6. It is a perfect place for family gathering, romantic date, and
birthday celebration.
7. The ambiance of restaurant is relaxing.
D. Accessibility
Malabon City can be accepted as a new destination for Culinary 4 3 2 1
Tourism because...
1. There is no much traffic on roads
2. It is easily accessible via public transportation.
3. It is accessible destination for private vehicle users.
4. It is easy to find for first time visitors.
5. The travel time is not that long
6. It is not hassle to find public transportation on way home.
7. The prices of fare are budget friendly.
8. Finding restaurants that serves delicacy /dishes is easy to find
for tourist.
92

APPENDIX E
Certificate from Statistician
93

APPENDIX F
Turnitin Results
94

APPENDIX G
Curriculum Vitae of Researchers
95

96

97

98

99

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LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA

CITY OF MALABON: A NEW DESTINATION FOR CULINARY TOURISM

CALDERON, PRINCESS NICOLE C.

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

College of International Tourism and Hospitality Management

This thesis entitled CITY OF MALABON: A NEW DESTINATION FOR CULINARY

CHARLENE GAY PABLO, MSHM

DR. LILIBETH C. ARAGON

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

College of International Tourism and Hospitality Management

I/We hereby declare that the research paper entitled:

Date of Completion: January 7, 2023

Charlene Gay Pablo, MSHM Date of Completion: ________

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

College of International Tourism and Hospitality Management

CALDERON, PRINCESS NICOLE C.

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

College of International Tourism and Hospitality Management

CITY OF MALABON: A NEW DESTINATION FOR CULINARY TOURISM

Princess Nicole C. Calderon1, Quenee Shanley Jasmin2, Russell Lance S. Lopez3,

Keywords: Culinary Tourism, Destination, Dishes and Restaurants, Services, Experience,

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

College of International Tourism and Hospitality Management

Chapter 1 – The Problem and Its Background

Chapter 2 – Review of Related Literature

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

Chapter 4 - Presentation, Analysis, and Interpretation

Chapter 5 – Conclusion and Recommendations

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

5 Educational Attainment …………………………………………………….45

6 Level of Awareness – Dishes……………………………………………….46

7 Level of Awareness – Restaurants………………………………………….48

8 Dishes and Restaurants……………………………………………………..49

12 Total Level of Acceptance………………………………………………….55

13 Level of Awareness Based on Age………………………………………....56

14 Level of Awareness Based on Gender………………………………………57

15 Level of Awareness Based on Marital Status……………………………....58

16 Level of Awareness Based on Income……………………………………...58

17 Level of Awareness Based on Educational Attainment………………….....59

18 Level of Acceptance on the Potential Factors Based on Age……………....60

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

19 Level of Acceptance on the Potential Factors Based on Gender………….. 60

20 Level of Acceptance on the Potential Factors Based on Marital Status……61

21 Level of Acceptance on the Potential Factors Based on Income…………...62

22 Level of Acceptance on the Potential Factors Based on

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

B. Letter to the Respondents…………………………………………... 87

C. Face and Content Validity…………………………………………...88

E. Certificate from Statistician…………………………………………93

G. Curriculum Vitae of Researchers……………………………………95

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

CITHM College of International Tourism and Hospitality

WHO World Health Organization

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

THE PROBLEM AND ITS BACKGROUND

Culinary tourism has recognized as an essential preserver, aiding in the perception of

economic opportunities, such as the creation of employment, especially in rural

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

traditions thereby also leveraging popular tourism products as well as increasing

Background of the Study

COLLEGE OF INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT

has been adapted to the cooking style of the Philippines.