Acceptability of Local Food Products in Selected Municipalities and Cities in Quezon Province: Basis for Creating Promotion Strategy for Local Food Tourism Sustainability

Local food products have been honored for their contribution to local economic growth. Tourists who purchase local food items not only meet their basic requirements but also connect with local culture and contribute to local growth by driving demand. Despite this, the factors influencing tourists' use of local food products have received little attention. This study explored the acceptability of local food products in selected municipalities in Quezon Province: basis for creating promotion strategy for business sustainability. The study employed a purposeful technique to promote local food items in Lucban, Tayabas, Lucena, Sariaya, and Candelaria. This approach provides quantitative data that is summarized through statistical analysis by obtaining data by surveying utilizing self-made questionnaires on quality, packaging, and affordability to create a promotional strategy for business sustainability. To achieve the objectives of the study, a mixed-methods approach was used. The results of this study have several implications for creating a promotion strategy for business sustainability. The findings could be used to develop targeted marketing campaigns that emphasize the unique taste and cultural significance of local food products and identify areas for improvement in terms of product packaging and branding, which could help increase consumer appeal. Overall, this study has the potential to contribute to the development of a sustainable local food tourism industry in Quezon Province by identifying the levels of acceptability of these products and providing insights into how local food products business can effectively promote their products to consumers.