Local Cuisine Attraction in the Rice Terraces of the Cordilleras: A World Heritage Site of the Philippines

Tourists visiting the UNESCO World Heritage Site of the Rice Terraces of the Philippine Cordilleras show significant willingness to consume local cuisine, particularly when they are younger and exhibit food-related personality traits such as food neophilia (willingness to try new foods) rather than food neophobia (aversion to novelty). Despite limited awareness about local dishes, these factors play a crucial role in shaping tourists' food preferences. The study, which surveyed 300 visitors through quantitative methods including questionnaires and interviews, highlights the importance of understanding demographic and psychological influences on culinary tourism experiences at World Heritage Sites.

(Ed.). (2023). Local Cuisine Attraction in the Rice Terraces of the Cordilleras: A World Heritage Site of the Philippines. Asian Journal of Research in Business and Management. https://doi.org/10.55057/ajrbm.2023.5.1.10