Adaptation strategies amid the pandemic among agri-tourism enterprises in La Union, Philippines

ABSTRACT

Prior to the pandemic, agri-tourism was on its rise in the Philippines. It is known as a fusion of Agriculture and tourism, linked to other sectors, including hospitality and transportation. However, travel bans and other restrictions amid the COVID-19 pandemic have adversely affected tourism. This study aimed to describe the pandemic effects on agri-tourism enterprises in the province of La Union, Philippines, and their adaptation strategies. A survey of 16 enterprises was conducted in May 2021. Descriptive and content analysis was employed to analyze the data and information gathered. The pandemic was found to have significantly affected the enterprises' marketing function, resulting in financial losses and adjustments to their business models. Their adaptation strategies were categorized as either survival or sustaining. Survival strategies were the farms' initial coping mechanisms like shifting to a new market, lowered prices, and switching to online marketing. On the other hand, sustaining strategies were also known as long-term solutions like diversification and expansion. The enterprises that adopted both strategies had wider offerings and possessed more than one accreditation. It is recommended that agri-tourism enterprises continue strategizing as the pandemic remains a threat. They should consider employing sustaining strategies for post-pandemic.