MARKETING STRATEGIES OF FARM TOURISMS AMIDST THE COVID-19 PANDEMIC IN TUPI, SOUTH COTABATO

The study was conducted at Tupi, South Cotabato, from January-February 2022. This study aimed to assess and analyze the marketing strategies of farm tourism in Tupi, South Cotabato. Data were analyzed using descriptive statistics and costs, and return analysis was done to determine the profitability of farm tourism. Results revealed that most young people dominated the farm tourism. All the tenure is owned, and most land area ranges from 1-5 hectares. Farm tourism is classified as event, experience and recreation and education farm tourism and event and recreation farm tourism. Most farm tourism offers accommodation, food and beverages, and entertainment. Signs along the highway and word of mouth are the most common ways of promoting farm tourism. Most farm tourisms used common pricing type (per person) for pricing strategy, which attraction operators commonly use that may include adult, child, and senior citizen prices. Furthermore, regarding marketing strategies, most of the farm tourism managers in Tupi, South Cotabato, use social media as a valuable and cost-effective marketing tool for inquiries, online booking, and appointments. The farm tourism operation is profitable as it was analyzed using the cost and return analysis. The farm tourism managers faced significant problems with travel restrictions and a lack of skills, training, and capital investment- moreover, training and seminars to improve the farm tourism industry. In addition, the government may provide training and seminars on managerial, entrepreneurial skills, and customer relations in farm tourism owners in partnership with Department of Agriculture (DA), Department of Tourism (DOT) and Department of Trade and Industry (DTI). The government may help and assist the owners of the farm tourism sites in promoting the area to increase the number of tourists. The owners of the farm tourism sites may consider to do bench-marking to other popular and promising farm tourism sites.