Authors : Cristy D. Attam; Desiree G. Baniton; Micah T. Cabbigat; Sherly Mae F. Caddawan; James C. Lobhoy; Czenrio U. Tumitit

Volume/Issue : Volume 10 - 2025, Issue 1 - January

Google Scholar : https://tinyurl.com/awvdmc2w

Scribd : https://tinyurl.com/y6urpt6t

DOI : https://doi.org/10.5281/zenodo.14921211

Abstract : This study examined the multifaceted factors that influence tourists’ perceptions of the aesthetic value of Ifugao Rice Terraces, such as their cultural background, previous knowledge, and personal experiences. A randomized controlled trial was conducted with 40 participants who had already been and experienced the natural beauty of the destination. The researchers have two instruments that are being applied interview and survey questionnaire. Results indicated that the scene and landscape of the terraces, genuineness and legibility of the terraces, and naturalness, authenticity, and integrity of the terraces are factors that are extremely influential in the perception of tourists in the aesthetic of Ifugao rice terraces. These findings suggest that all these factors should be maintained in the area for these are the reasons why tourists love and visit Ifugao Rice Terraces. Correspondingly, these show that these factors are indeed a characteristic of Ifugao rice terraces. Findings reveal the significant role of cultural value, environmental conditions, accessibility, infrastructure, social media marketing, and personal preferences in influencing tourists’ perceptions of the terraces’ aesthetic value. The study contributes to the understanding of heritage tourism management and provides insights for sustainable development strategies aimed at enhancing tourists’ experience and appreciation of cultural landscapes like the Ifugao Rice Terraces.

Keywords : Aesthetic Value, Tourists’ Perceptions, Conservation, Sustainable Development, Preservation.

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