Philippine E-Journals

Teka, Tarlac Muna!

Lenard Ames Montinola | Timothy Fort Ocampo | Jana Sofia Rombaoa | Gilly Anne Tribiana

Discipline: others in creative arts and design

 

Abstract:

Since the Republic Act 10816 primarily known as the Farm Tourism Development Act of 2016 was implemented less than seven years ago, the insufficient public awareness due to the lack of effective marketing initiatives has become one of the underlying issues of farm tourism, one of the places that suffers from it is Tarlac Province, known as the melting pot of Luzon. Since then, they have yet to develop an advertising campaign promoting their farm tourism sites and activities. The study’s objective is to explore the present state of farm tourism in Tarlac Province and the initiatives of the local government, while at the same time, to identify the challenges and opportunities in promoting the farm tourism of Tarlac Province. In terms of the output-based solution, this study aims to create an advertising campaign initiative that introduces Tarlac Province’s farm tourism sites and other tourism activities to Generation Z. By utilizing the mixed-method approach, the researchers were able to gather insights through various surveys, in-depth interviews and focus group discussions with the target audience and the representatives of Tarlac Tourism Provincial Office and Provincial Agriculture of Tarlac this includes but not limited to the motivation, perception and interest of Generation Z in farm tourism and other relevant information on Tarlac Province’s farm tourism sites and activities. From the gathered data, the researchers created a campaign that not only introduced Tarlac Province’s farm tourism to Generation Z but also showed that Tarlac Province is more than just a stopover, but a place for a brief experience. This can be the start of something new and something exciting that you can only experience in Tarlac Province. Hence, an extraordinary stopover waiting for your arrival.