Customer's acceptability on the farm to table concept of selected food establishments in Naga City / Rowena A. Abad, Hannah Meryl A. Flor, and Hazel P. Gastilo.

Undergraduate Theses (BSTM) - Tourism Management. Camarines Sur Polytechnic Colleges, 2024.

Includes bibliographic references.

This study is primarily concerned with determining the customers' acceptability of the farm-to-table concept of selected food establishments in Naga City which answered: the demographic profile of the respondents (age, civil status, educational attainment, frequency of visit, sex, income/allowance, place of residence); level of customers acceptability on the farm to table concept (ambiance, concept authenticity, cuisine palatability, location, price); and marketing plan for farm to table destination. The study made use of the quantitative method and also utilized an adapted questionnaire which has been distributed to 150 respondents, specifically customers who dine in at the 3 selected food establishments. To interpret the data gathered, statistical tools were used such as frequency, percentage technique, weighted mean, the four-point Likert scale, and rank ordering method were also used. Findings revealed that most of the respondents are people ages 25-34 years old and are more aware of the benefits of eating healthy foods as they grow older. Furthermore, customers agreed that ambiance is vital because it gives them the relaxation they need. Restaurants must implement a reliable card payment system; to empower and capacitate themselves, the owners of farm-to-table restaurants must participate in various trainings and seminars. They also need to create advertising materials that highlight farm-to-table as a destination in Naga City. Therefore, a marketing plan for farm-to-table destinations is proposed to help with the improvement of the establishment to satisfy and attract more customers.