Traditional Food in Sorsogon Province

A Research Paper Presented to

SORSOGON STATE UNIVERSITY

Sorsogon City Campus

Sorsogon City

In Partial Fulfillment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

By:

Estelon, Zyra Mae F.

Lumabi, Precious Kristal D.

Dayto, Lyslie D.

2023

Republic of the Philippines

1|Page
 SORSOGON STATE UNIVERSITY
Sorsogon City Campus
Magsaysay St., Sorsogon City
E-mail Add.: ____________

RECOMMENDATION FOR ORAL EXAMINATION

This research study entitled "Traditional Food in Sorsogon Province" prepared and submitted by
Lyslie D. Dayto, Zyra Mae F. Estelon, and Precious Kristal D. Lumabi, in partial fulfillment of the
requirements for the Degree of Bachelor of Science in Tourism Management, is hereby recommended
for oral examination.

ROGELIO B. LAS PIÑAS

JR.
Practical Research II Teacher

THESIS COMMITTEE

In partial fulfillment of the requirements for the degree, BACHELOR OF SCIENCE IN TOURISM
MANAGEMENT, this thesis here to attach Traditional Food in Sorsogon Province, prepared and
submitted by Dayto, Lyslie D., Estelon Zyra Mae F., and Lumabi, Precious Kristal D. is hereby
recommended for final Oral Defense.

JEZZABIE GAMIS

Chairman, Advisory Committee

GEORGETTE QUINONEZ RICHARD KEVIN ESPEDIDO

Member, Advisory Committee Member, Advisory Committee

AUNEL DINGLASAN

Member, Advisory Committee

Republic of the Philippines

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 SORSOGON STATE UNIVERSITY
Sorsogon City Campus
Magsaysay St., Sorsogon City
E-mail Add.: ____________

RESULT OF ORAL EXAMINATION

CANDIDATES: Dayto, Lyslie D.

Estelon, Zyra Mae F.

Lumabi, Precious Kristal D.

RESEARCH TITLE: TRADITIONAL FOOD IN SORSOGON PROVINCE

DEGREE: BACHELOR OF SCIENCE IN TOURISM

MANAGEMENT

DATE: OCTOBER 6, 2023

TIME:

PANEL OF EXAMINERS ACTION:

MRS. JEZZABIE G. GAMIS

Instructor III

MRS. GEORGETTE QUEINONEZ

Instructor I

MR. ROGELIO B. LAS PINAS JR.

Assistant Professor III

MRS. AUNEL D. DINGLASAN

Instructor I

MR. RICHARD KEVIN ESPEDIDO

Instructor I

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 Republic of the Philippines
SORSOGON STATE UNIVERSITY
Sorsogon City Campus
Magsaysay St., Sorsogon City
E-mail Add.: ____________

APPROVAL SHEET

This is to certify that the attached research paper entitled "Traditional Food in Sorsogon Province,"
prepared and presented by Lyslie D. Dayto, Zyra Mae F. Estelon, and Precious Kristal D. Lumabi, is
hereby approved in partial fulfillment of the requirements for the degree of Bachelor of Science in
Tourism Management.

GEORGETTE QUINONEZ ROGELIO B. LAS PINAS JR.

Member, Advisory Committee Member Advisory Committee Date

Signed: Date Signed:

AUNEL DINGLASAN RICHARD KEVIN

ESPEDIDO

Member, Advisory Committee Member, Advisory Committee

Date Signed: Date Signed:

JEZZABIE GAMIS ROGELIO B. LAS PINAS JR.

Chairman, Advisory Committee Adviser

Date Signed: Date Signed:

Approved in Partial Fulfillment of the requirements for the degree of

BACHELOR OF SCIENCE IN TOURISM

MARIA LUISA P. MIRASOL, PhD TELESFORO D. ESCOTO, EdD

Dean, College of Business Management Campus Director

Date Signed: Date Signed:

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 Republic of the Philippines
SORSOGON STATE UNIVERSITY
Sorsogon City Campus
Magsaysay St., Sorsogon City
E-mail Add.: ____________

RESEARCH PAPER ADVISING FORM

This Research Paper titled,

Traditional Food in Sorsogon Province

Prepared By:

Dayto, Lyslie D.

Estelon, Zyra Mae F.

Lumabi, Precious Kristal D

In partial fulfillment of the requirements for their subject Research 2 has been accepted to be
supervised and given technical assistance by the undersigned.

ROGELIO B. LAS PIÑAS JR

Adviser

Noted: MARIA LUISA P. MIRASOL, PhD

Dean, College of Business and Management

Republic of the Philippines

SORSOGON STATE UNIVERSITY

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 Sorsogon City Campus
Magsaysay St., Sorsogon City
E-mail Add.: ____________

CERTIFICATION

This is to certify that the attached research paper entitled "Traditional Food in Sorsogon
Province" prepared and presented by Dayto, Lyslie D., Estelon, Zyra Mae F. and, Lumabi,
Precious Kristal D., in partial fulfillment of the requirements for the Degree of Bachelor of
Science in Tourism Management has been edited by the undersigned.

ROGELIO B. LAS PIÑAS JR.

Practical Research II Teacher

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 ACKNOWLEDGEMENT

The researchers would like to extend their sincerest gratitude to the following who have
contributed and supported them all throughout the completion of this study:

Above all, to our Almighty God for the life, strength, wisdom, immeasurable blessings, and
continuous guidance.

To Mr. Rogelio B. Las Piñas Jr., for his willingness and enthusiasm to look over and check the
progress of the study. It was really a privilege to work with him as our research instructor.

To Ms. Kristy Ranera, our adviser, as she shares her knowledge and expertise that also serve as a
guiding light to finally complete the study. Her encouragement, words of advice, suggestions, and
comments inspires us to complete the study with pride.

To the defense committee who generously gave their ample time to critique, review, and evaluate
our study in which their knowledge and expertise contributed to the betterment of this paper.

To our classmates and schoolmates for their help, late-night feedback sessions, and moral support.

To the respondents and participants of this study for their support and participation.

Additionally, this endeavor would not have been possible without the generous support from the
Sorsogon State University.

Lastly, to our family, friends, and loved ones for their support, be it financially, emotionally,
morally, and spiritually. Their trust and confidence have kept us on the right path.

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 CHAPTER I

THE PROBLEM AND ITS SETTING

Introduction

Tourism is a major global industry that plays a significant role in the economic and social
development of many countries around the world. According to the World Tourism Organization
(UNWTO), international tourist arrivals reached 1.5 billion in 2019, representing a 4% increase compared
to the previous year. This growth in international tourism has led to the creation of millions of jobs,
increased economic activity, and the promotion of cultural exchange and understanding. However, the
COVID-19 pandemic has had a major impact on the tourism industry, with many countries experiencing a
significant decline in tourist arrivals, resulting in economic losses and job cuts. In response, many
governments and organizations have developed strategies to revive and sustain the tourism industry in a
post-pandemic world.

According to the UNWTO, the tourism industry is expected to recover gradually over the next few
years, with international tourist arrivals projected to reach 1.8 billion by 2030. This growth is expected to
be driven by rising incomes, improved transport infrastructure, and the increasing popularity of travel
among younger generations. However, the industry also faces several challenges, including the impact of
climate change, over-tourism in some destinations, and the need for sustainable tourism practices. To
address these issues, many organizations are advocating for a more responsible and sustainable approach to
tourism that balances economic growth with environmental and social considerations.

Food, being an essential component of travel, is always sought by many travelers. They usually
look into the traditional or native cuisine when visiting a new place. Traditional food has the power to
provide a unique and memorable experience for tourists and can significantly impact the tourism industry.

Food tourism has become a significant trend in the global tourism industry, with many travelers
seeking out unique and traditional culinary experiences. Food tourism is a rapidly growing segment of the
tourism industry, representing 25% of global tourism expenditures. This trend is driven by a desire for
cultural immersion and an interest in exploring new and different flavors. World Food Travel Association
(2019). Research has shown that traditional food can significantly impact the tourism industry by attracting
visitors and promoting destination branding. A study by Buhalis and Michopoulou (2011) found that food
is a significant factor in the decision-making process of travelers, with many considering the availability of
traditional food when choosing a destination. Furthermore, traditional food can help to differentiate a
destination from competitors and create a unique identity and brand image (Govers & Go, 2009).

In the Philippines, food is an essential part of the culture and plays a significant role in the tourism
industry. The Department of Tourism (DOT) has recognized the importance of food tourism and has

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launched initiatives to promote traditional Filipino cuisine. The DOT's Flavors of the Philippines campaign
aims to showcase the diversity of Filipino cuisine and promote culinary tourism in the country. Department
of Tourism (2020).

According to the Sorsogon Provincial Government, Sorsogon Province, located in the Bicol
Region of the Philippines, is known for its traditional cuisine, including dishes such as Danggit, Timitim,
and Suman Lihiya. These dishes are made with local ingredients and reflect the region's unique culinary
heritage. The province has also developed a culinary tourism program, which aims to promote traditional
food and local restaurants to visitors.

In Sorsogon Province, traditional food has become a significant attraction for tourists, with many
visitors seeking out local restaurants and food stalls to try out and taste the region's cuisine. According to a
survey conducted by the Sorsogon Provincial Government (2019), 85% of tourists who visited the province
in the past year rated the food as one of the top reasons for their visit. The impact of traditional food on the
tourism industry in Sorsogon Province is evident in the growth of local restaurants and food-related
businesses. The culinary tourism program in Sorsogon Province has led to the development of new
restaurants and food stalls, generating employment and income for residents (Sibulo and Baja, 2019).
Truly, traditional food has the power to significantly impact the tourism industry by attracting visitors,
promoting destination branding, and creating employment and income for local residents.

As the tourism industry continues to grow in the Philippines, the promotion of traditional food
will remain a crucial aspect of destination branding and visitor experience. However, despite the efforts of
the local government to promote traditional food, there is still lack of evidence on the contribution of
traditional foods in the tourism industry. There is a need to understand how traditional food can contribute
to the growth of the tourism industry in Sorsogon province to provide insights into its progress and
development. Hence, this study aims to fill this gap by giving recognition to the various traditional food on
its contribution to the tourism industry in the province of Sorsogon.

Statement of the Problem

This study aims to identify the various traditional foods in the province of Sorsogon. Specifically,
the study will address the following sub-problems:

1. What are the various traditional food in the province of Sorsogon?

2. What are the strategies used in promoting the various traditional food?
3. What are the processes in making the various traditional food that can be proposed as an
output of this study?

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Significance of the Study

Generally, this study is made with the aim to provide vital information and knowledge regarding
the chosen topic from the respondents, related literature and studies.

The findings of this study could be highly significant and beneficial specifically to the following:

Tourism Industry. This study can help expand the tourism industry since it seeks to contribute to
the improvement of the tourism industry. Recognition of the various traditional food in the province would
help strengthen the food tourism industry in the province.

Provincial Government of Sorsogon. This study will help the local government to be known to
many people, thus attracting more visitors, tourists, and investors, contributing to the increase of the
governments’ income. Moreover, this will empower the local government units in formulating tourist-
friendly policies and initiatives that will attract more visitors, and tourists.

Provincial Tourism Office. This study can help the Provincial Tourism Office to be informed
and updated with the latest trends in the food tourism industry. More specifically, it will give them the idea
on how to preserve, maintain, and promote the various traditional food available in the province of
Sorsogon.

Local Communities. The local community will surely benefit from the results of this undertaking
since this will serve as a guide and a roadmap to preserve, strengthen, and promote their traditional food.

Tourist and/or Traveler. The tourists and travelers from different parts of the country and the
world will also benefit from the results of this study. Because it appeals to tourists' desire for authenticity in
their travel experience, traditional restaurant cuisine can evoke sensory recollections of the flavors of food
from the family and can play a significant part in sustainable tourism (Hernández-Rojas RD, Huete Alcocer
N., 2021).

Future Researchers. This study may serve as a reference and a guide for future researchers who
would want to conduct researches with the same area or field of interest.

Scope and Delimitation

The general intent of this study is to focus on the various traditional food originated and emanated
in the province of in Sorsogon. The data will be gathered from different sources such as the local
government offices, libraries, local residents, and other significant sites. The study is sought to be
completed before the end of December. The respondents to this study are the tourism office, local
communities, and the founder/culture bearer in Sorsogon Province. The researchers will distribute survey

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questionnaires and will employ structured and unstructured interviews to get the data needed and to
accomplish the objectives of this study.

By conducting a questionnaire-based survey to the selected area of Sorsogon province, this study
will primarily focus on identifying the study’s problem statement. Nevertheless, other aspects not
mentioned above were excluded from this study.

Definition of Terms

For purposes of this study, the following terms are defined conceptually and operationally for ease
of understanding:

Traditional Food. Traditional foods are the expressions of culture, identity, heritage, and
lifestyle. In this study, traditional food is considered to be those that have been handed down from one
generation to the next in terms of knowledge that contributes to the Sorsogon Province’s identity.

Tourism Industry. The tourism industry is the total of all businesses that directly provide goods
or services to facilitate business, pleasure and leisure activities away from the home environment. In this
study, tourism industry refers to the practice of promoting authentic and traditional food in Sorsogon
Province.

Tourist or Traveler. This refers to anyone who travels to places other than the one in which is his
habitual residence, outside of their everyday environment, for a period of at least one night but not more
than one year and whose usual purpose is different from the exercise of any remunerated activity in the
place to which he goes. In this study, tourist refers to people who visit tourist attractions in the province of
Sorsogon.

Cuisine. Refers to the style of cooking that is associated with a particular region, culture, or
country. It is a combination of various elements such as ingredients, cooking techniques and flavor profiles
that are specific to a culinary tradition. In this study, cuisine refers to the arrangement of traditional food
that is offered to tourists and those who want to try the food in Sorsogon.

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 Food Tourism. The act of traveling to a destination primarily to experience its local food and
drink offerings. It involves exploring the culinary traditions, ingredients, and cooking techniques of a
region. In this study focuses on the impact of traditional food on tourism industry. The role of food in
attracting tourists to a destination, and how it can be used to promote for development while preserving
traditions and its culture.

CHAPTER II

THEORETICAL, CONCEPTUAL, AND OPERATIONAL FRAMEWORKS OF

THE STUDY

This chapter includes a review of relevant studies and literature from both domestic and
international sources. The researcher searched through books, journals, periodicals, and other relevant
literature as well as unpublished books on the internet. The study was given significance by the sources,
which include a variety of online publications and reading materials. It also comprises the synthesis of the
state-of-the-start art synthesis, the conceptual framework, and the gap bridged by the study.

Review of Related Literature

Guzeler N. et al. (2016) conducted a comprehensive study on the culinary culture and traditional
foods of Adana province in Turkey. The research aimed to provide an in-depth understanding of the
traditional food culture of the province. The study covered a wide range of topics from the history of the
cuisine, traditional cooking methods, and the ingredients used in various dishes. The researchers also
explored the cultural significance of food in Adana province, highlighting how it plays a crucial role in
social gatherings, celebrations, and daily life.

The article of Cybulskie (2023) provides an overview of various food destinations in the
Philippines. It discusses popular dishes, flavors, and cultural influences found in different locations. It
highlights the diverse culinary experiences available throughout the country. The article emphasizes that
Filipino cuisine reflects the people, history, and culture of each region, city, or island. It mentions Laguna
as a province known for its hot spring resorts and snack delicacies such as kesong puti, buko pie, and
espasol. Cagayan de Oro is also mentioned as a culinary tourism destination, with dishes like chicken
surol, humba, sinuglaw, and binaki being recommended.

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 The article of Anton Diaz (2023), published on the website authenticfoodquest.com. The article
explores various Filipino dishes and provides a comprehensive guide to the authentic flavors of Filipino
cuisine. The literature review examined the significance of Filipino food culture and its representation of
the country's history, traditions, and cultural diversity. It also delved into the key ingredients and cooking
techniques that contribute to the unique flavors of Filipino dishes. The research found that the article offers
valuable insights into the rich culinary heritage of the Philippines, showcasing popular dishes such as
adobo, sinigang, and lechon. Diaz's expertise and passion for authentic flavors are evident throughout the
article, making it a reliable source for readers interested in exploring the depths of Filipino cuisine.
Overall, this literature review recognizes Anton Diaz's contribution in promoting and preserving the
authenticity of Filipino dishes, ultimately fostering a deeper appreciation, and understanding of Filipino
food culture among readers.

Travel, K. Prado, P.(2023) article focuses on the local cuisine and food recommendations in the
Ilocos region. It provides an overview of popular dishes such as bagnet, empanada, and pinakbet,
discussing their ingredients, cooking methods, and cultural significance. Although specific to Ilocos, the
article can be used as a valuable literature source to understand traditional food in other regions, this idea
can be use. Researchers can analyze this information to identify similarities or differences in ingredients,
cooking techniques, and cultural influences between the two regions, contributing to a comprehensive
understanding of traditional food in the First District of Sorsogon Province.

Review of Related Studies

The study conducted by Kara, A., & Çakal, Ş. (2010) explored the traditional foods of Erzurum
province in Turkey. They collected data from various sources such as interviews, observations, and
literature reviews. The researchers identified a total of 60 traditional food items that are unique to the
region, which include both vegetarian and non-vegetarian dishes. Some of the popular dishes from the
region are laz böreği (a layered pastry filled with cheese), çiriş (a type of bread), ayran (a yogurt drink) and
kuymak (a cheesy cornmeal dish).

The study by Banda et al. (2022) focuses on the utilization of traditional food and its impact on
the development of the hospitality and tourism industry. It highlights the importance of traditional food in
promoting cultural tourism and enhancing the local economy. The researchers suggest that traditional food
can be utilized as a tool for sustainable tourism development and highlight the need for collaboration
between various stakeholders to promote and preserve traditional food practices. While the study does not
directly address the research of traditional food in the first district of Sorsogon Province, it provides
valuable insights and recommendations that could be used to inform similar research in other local
contexts.

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 The findings of this study can be related to the research on traditional food in 1 st district of
Sorsogon Province. Like Zambia, Sorsogon can take advantage of its rich culinary heritage to attract
tourists seeking unique cultural experiences. By promoting traditional dishes and ingredients, Sorsogon can
not only showcase its cultural identity but also create opportunities for local farmers and producers. This
approach can also contribute to sustainable tourism development by encouraging visitors to support local
businesses and communities. As the importance of traditional foods in the development of the hospitality
and tourism industry and highlights the potential benefits of promoting and preserving culinary heritage.

The study by LACAP (2019) analyzes the impact of food-related motivation, local food
involvement, and food satisfaction on destination loyalty in the case of Angeles City. The research
methodology used surveys to collect data from a sample of 193 foreign tourists, who were selected through
convenience sampling. The results show that food-related motivation, local food involvement, and food
satisfaction have a positive and significant effect on destination loyalty. The study highlights the
importance of promoting local cuisines as a way of enhancing tourist attraction and loyalty.

In the study research of traditional food in Sorsogon aims to explore the role of traditional cuisine
in attracting tourists and increasing their loyalty to the destination. The research methodology uses surveys
and interviews to collect data from tourists visiting Sorsogon Province. The findings are expected to show
that traditional food significantly impacts tourists' attraction to the destination and their loyalty. The study
is expected to recommend strategies for promoting traditional cuisine to enhance tourist attraction and
loyalty to Sorsogon Province. Overall, both studies show the importance of food-related factors in
enhancing tourist attraction and loyalty to a destination.

The study of Bautista, A. J. et al. (2018) investigates the potential of developing culinary tourism
in Batangas City. The researchers identify the local food products, traditional dishes, and culinary events in
the area, as well as their historical and cultural significance. Based on the results of the study, the
researchers recommend the promotion and preservation of local cuisine, the establishment of food tours
and festivals, and the training and capacity building of local food entrepreneurs.

Research study aims to explore the local culinary culture and identify the dishes and ingredients
that define it. The study also examines the role of food in the social and cultural practices of the
community, as well as its potential for economic development through tourism. Like the Batangas City
study, highlights the importance of promoting and preserving local food traditions and the need for support
and training for local food businesses. Both studies recognize the value of culinary heritage as a resource
for sustainable tourism and cultural preservation.

Synthesis of State-of-the-Art

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 The primary related literature and studies were analyzed by the researchers and has given relevant
information to the present study. The discussion of findings, facts, and principles to which the present
study is related were emphasized after the thorough search done by the current researcher.

The studies conducted by the above-mentioned researchers, will help to explore the concept of
traditional food and the socio-economic significance of traditional food in the tourism industry of the
province of Sorsogon.

Guzeler et al. (2016) conducted a study on traditional food in different regions, including the
comprehensive study on the culinary culture of Adana province in Turkey. The research aimed to provide
an in-depth understanding of the traditional food culture of the province, covering topics such as history,
cooking methods, and cultural significance. Similarly, Cybulskie's (2023) provides an overview of various
food destinations in the Philippines, highlighting the diverse culinary experiences available throughout the
country. Anton Diaz's (2023) explores the authentic flavors of Filipino cuisine, while Travel and Prado's
(2023) focuses on the local cuisine and food recommendations in the Ilocos region. These articles
contribute to the literature on traditional food, emphasizing the importance of preserving cultural heritage
and promoting food tourism. The potential economic benefits of promoting traditional food tourism are
demonstrated in studies conducted by Grubor et al. (2022) and Niedbała et al. (2020). Provides a
foundation for the research on traditional food in Sorsogon Province, aiming to contribute to promoting and
preserving the region's unique culinary heritage and promoting tourism in the area.

Gaped Bridge by the Study

The cited related literature and studies from various authors introduced and explained the impact
of traditional food in the tourism industry in their region. It all served as a guide, information, knowledge,
and foundation of the researchers to the data needed for the present study. The field of food tourism has
been widely researched in the recent years. Scholars and professionals have recognized the economic and
cultural value that traditional foods bring to a certain destination. However, there is a lack of research on
the specific types of traditional food that are present and available. Most studies focus in one traditional
food in a particular region. Hence, the proposed research study on traditional food emanated from the
province of Sorsogon aims to bridge the gaps between the existing studies. However, there is a limited
information available about the specific traditional foods that are popular among locals and visitors, as well
as their potential for tourism development.

Moreover, one of the objectives of the current study is to bridge the gap by discovering traditional
foods originated or emanated from the province. Thus, this research aims to identify and document the

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traditional food that are present in the area, promote their cultural and significance, and identify
opportunities for marketing and promoting this unique food to local and international audiences.

The study will contribute to the preservation and promotion of the tourism industry in the
province of Sorsogon. Identifying the role of traditional foods in a province, the research will provide a
perspective significance of food as a cultural and social aspect for travel. The research study can foster a
greater appreciation of traditional food in Sorsogon Province and promote its economic development and
cultural preservation.

Conceptual Framework

The Conceptual Paradigm in Figure 1 shows how the research will flow through the guide of the
Input-Process-Output System. This model is known as the basic principle and sequence of data processing.
It has also a strong influence nowadays as it mostly used instrument in processing data by researchers.

The input frame is consist of the basic information of the traditional food based on the record of
the Provincial Tourism Office of the Sorsogon Provincial Government. Moreover, in-depth interviews will
be conducted and analyzed to provide the possible answers for the research problem presented. The output
frame then presents the possible outcomes of the research as well as the benefits that can be derived from
this study.

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 Input Process Output
1) Identify the traditional 1) Conducting in-
food in Sorsogon depth interviews
Province. and survey.

2) Determine the 2) Organizing the

promotional strategies responses from
they did to their the respondent.
traditional food.
Propose the process of
3) Statistical making the traditional
analysis of data. food.

FEEDBACK z

Figure 1. Conceptual
Paradigm of the Study

CHAPTER III

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 RESEARCH DESIGN AND METHODOLOGY

This chapter provides the research design and methodology, including sampling, research
instruments, and procedure during and after data collection as well as the data analysis.

The Design

The study employed a descriptive research design for the researchers to determine the well-known
traditional food in Sorsogon province and the promotional strategies they used. With the selected
respondents and with this method used, it has the potential to be recognized as valuable assets and offers
cultural as well as economic benefits to both tourism and society.

The study's structured and unstructured interviews and surveys guide will be utilized to acquire the
necessary data and carry out the right data collection technique that will be used to analyze the data
collected of identifying the Traditional Food in Sorsogon Province.

The Sample

Key informants of the study were carefully chosen and consisted of maximum of five (3) people
from the tourism office, ten (10) people from the local communities, and (15) founder/culture bearer and
seller of traditional food. To choose the study’s participants or respondents, the researchers employed
purposive sampling in which the researchers established certain criteria for the participation of the
respondents for this study.

The Instrument

To ensure that the gathered data are relevant to answer the three specific problems of this research
work, the researchers employed face-to-face interview and survey which is composed of a set of
predetermined questions to source out significant data from the key informants.

The structured and unstructured interview will give the respondents the opportunity to answer,
explain, and discuss key points that are relevant to the present study, hence, giving the researchers the
opportunity as well to ask questions based on the flow of the discussion.

Data Collection Procedure

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 Prior to obtaining information, a letter asking for permission for an interview was issued to the
respondents which aimed to gather necessary data from the local communities. This will give assurance,
security, and confidentiality on the part of the respondents.

The researcher also visited local municipal libraries to search relevant studies and literature about
the topic. By collecting literature and studies, it will serve as references and a guide to the present study.

The management tourism in Sorsogon Province was the primary source of data for this study.

For the purposes of data analysis and interpretation, all of the collected data were assessed.

Data Analysis Procedure

The study on "Traditional Food in Sorsogon Province" began with seeking permission and
carrying out interviews and surveys with local communities in the selected municipality of Sorsogon
province. Questions were asked regarding the history, influence, and opportunities of traditional food.
Survey questions were collected during this phase. The data analysis process involved assessing,
organizing, summarizing, analyzing, and interpreting the collected data. The analysis revealed the popular
traditional food, promotional strategies, specialties, and famous local delicacies. Based on the findings,
recommendations for further research and development of traditional food were made, considering their
cultural and economic significance.

CHAPTER IV

PRESENTATIONS OF RESULT AND DISCUSSION OF DATA

This chapter presents the findings and interpretation of the data gathered from the respondents. For
better presentation and comprehension of the research's intended user, data is provided in this chapter as an
overview and tables.

Table 1. List of Identified traditional food and its history in Sorsogon Province

Name of Municipality Name of Traditional Food History of Traditional Food

According to the tourism office of

Barcelona, the family Gabarda is the one
1. Barcelona Hinagom
who has been making Hinagom (a type of

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 delicacy) for years. The siblings Sintia
Gabarda Frayna and Rowena Gabarda
shared that they learned how to make
Hinagom from their mother named
Iluminada Gabarda. According to Sintia
Frayna her mother started making hinagom
since high shool year with its circle of
friends, but her mother is the only one left
continue making. In just a short span of
time, she realizes that selling of hinagom
was not very popular and sought during that
time. As time went on to the point of having
her own family in year 1993, she taught her
children how to make Hinagom and sell it to
help them earn a living for themselves and
since her children have a family on their
own. Started by consistent selling
(paglalako), their Hinagom and other
delicacies became popular and known. They
now have a source of income for their
household expenses like food and others.
Due to this, the children of Sintia Gabarda
Frayna and Rowena Gabarda were also able
to obtain an education. Since their hinagom
began to be popular by local communities,
tourist also try to have a taste of the delicacy
when they visited Barcelona. After some
time, Hinagom become popular in the
municipality. Most of the residents can
produce it, specifically, from Sitio pinarik
barangay Layog.

2. Castilla Tinutungang Native na According to the Tourism Office of the

Manok Municipality of Castilla, even before the
establishment of the tourism office in 2015,
the Tinutungang native na manok was
already popular and well-known in the area.
The Marana family, who lived near the

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 center of Castilla, were the first to prepare
Tinutungang native na manok. However,
their current whereabouts are unknown. But
many elders in the area are aware of the
traditional dish introduced and tasted by the
Marana family, which has become popular
in Castilla. Even those time, the elderly
residents of Castilla are the ones who first
knew and passed on the recipe on how to
prepare Tinutungang native na manok to
their family and relatives. However, over the
years, sellers of Tinutungang native na
manok dishes slowly disappeared. Later, a
couple established a business called
"ETHAY'S KAKANIN/SAHARA
FUDHAUZ AND CATERING SERVICES"
in 2018. The menu they offer is mostly
Filipino food and because Tinutungang
native na manok is well-known in the
community, they added it to their menu, and
it became popular among tourists and
passers-by. Ethay's is known for their good
services and serve a delicious food,
including Tinutungang native na manok,
which has made them also popular choice
when there are caterings.

3. Gubat Timitim The recipe of Timitim was originally came

from a certain Tiya Tomali from Quezon
Province but the exact dates are no longer be
traced by the living family, but it is belived
to be in between the 1940’s to 50’s. The
name “timitim” was derived from the
physical description of the original owner of
the recipe as she always flaunt her skin
complexion saying “medyo maitim-itim
ako” and also because in the 50’s and 60’s
brown sugar is used instead of refined white

21 | P a g e
 sugar creating a darker color of timitim. The
traditional practice of cooking timitim was
transferred to Mrs. Fe Espera Camara, who
also transferred the knowledge to her
daughter Mrs. Thelma Camara Estrellado,
now 70 years old. The recipe was also
transferred to Tiya Choling until it was
widely being produced in the entire
municipality of Gubat up to this very day.
Grace Salvan continued this in 1998 as a
result of the birth of her first child. She
desperately wanted to eat it, but no one was
selling it, so she decided to prepare it
herself. She began selling cassava at Gubat
National High School in 2003, but she
stopped when reports of cassava-related
deaths in Ilo-Ilo was publicized. Nanay
Grace continued manufacturing and selling
even after the 2013 incident.

4. Magallanes Suman Lihiya Mother Nelia Dumagas began making

suman lihiya at the age of 25. She found
cooking to add to their income and sold it in
the market. Because her spouse is a teacher
in Magallanes, she delivers to her teacher
clients by bicycle. She studied at TESDA
until the DTI discovered her and trained her
at the age of 30. Nanay Nelia was chosen for
"Siram Pakaon Bikolnon" in 2023.

5. Prieto Diaz Danggit Danggit processing in Prieto Diaz started in

year 2007 after the super typhoon Reming
had made landfall in the Philippines, causing
a huge disaster in the lives of fishermen,
destroying their fisher paraphernalia. Up
until the time that previous mayor Benito L.
Doma considered fish processing in their
area as a means of providing livelihood

22 | P a g e
 training for fishermen. After the training,
Mr. Joselito was invited by the DTI to join
the local trade fair (OKB Trade Fair) in
Mega Mall. He had joined multiple times
from local and international trade fairs in
Manila showcasing danggit as his product. It
is where he became part of the
SEAMANCOR organization and started
growing. Dried Danggit is manufactured by
SEAMANCOR and managed by Mr.
Joselito Domdom, the current chairman of
SEAMANCOR Eco developers
Incorporation.

Food is an important part in the tourism industry because traditional food is one of the attributes of
a destination that can be used to promote tourism. What is certain is that the sale of traditional food to
tourists is very important for the destination. According to the research study by Sims (2009), traditional
food is part of food tourism and able to recognize the importance of culinary heritage to society.

The table introduce the list of traditional food in selected area in Sorsogon Province. The
information collected is based on the conducted interviews with the residents of the area, including the
tourism office. The goal is to know the most renowned and popular traditional food in selected municipality
of Sorsogon Province.

Hotz and Gibson, (2007) explained that traditional food can be defined in many ways, but the
simplest explanation is that it refers to dishes/foods that are passed from one generation to another. It’s
significance to the identity and culture of province that cannot be overstated. It serves as a representation of
the community's history, heritage, and customs. By experiencing and appreciating traditional dishes,
establish a stronger understanding and bond with the place that are exploring.

Table 1.2 List of Identified Traditional Food in Sorsogon Province

Traditional Food Basic Ingredients Process

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Hinagom - Glutinous rice The first step is to gather the ingredients for
- Coconut(Lukadon) making hinagom. Then, thoroughly wash the
- Sugar sticky rice, and let it dry. The next step is to
- Coconut milk toast it until it turns brown, and then grind it.
After going through the process of grinding the
sticky rice, the next step is to process the
coconut. The process involves grating the
young coconut or the lukarong niyog and
cooking it with sugar, mixing it well until it
dries. After the coconut process, both the
bukayo and the ground sticky rice are
repeatedly pounded in a mortar and large pestle
called lusakan. Once the process of pounding
(paglusak) is complete, the hinagom is wrapped
in banana leaves or can be placed in a ba-o or
bilao to be presentable and attract more
customers.

Tinutungang - Native chicken The first thing to do before cooking is to

Native na Manok prepare the grated coconut. It should be grated
- Grated coconut
and placed in an aluminum basin with hot
- Papaya or raw “saba” banana charcoal, either in the middle or in different
parts on top of the grated coconut. This allows
- Onions, garlic, ginger, chili
it to absorb flavors and release its unique
- Fish sauce, salt and pepper flavor. Once done, a little water can be added
and squeezed well. It is much tastier if there is
- Charcoals
a lot of grated coconut to make it creamy. After
this, prepare the cooking utensils. The first
thing to do with the native chicken is to wash it
thoroughly. Heat the pan and add oil. When the
oil is hot, add ginger, onions, and lastly, garlic.
Stir until it turns slightly brown, then you can
proceed to put the native chicken. The reason
why native chicken is chosen is because it is
more flavorful compared to other types. To

24 | P a g e
 make it more fragrant and remove any
unpleasant smell, lemongrass or lemon grass is
added. Crushed black pepper is also added,
followed by salt, and mixed well. Next, whole
large chili peppers or sliced chili peppers are
added. When it boils, a little fish sauce can be
added to give the meat more flavor. It is often
added with raw papaya or raw saba banana, but
sometimes it is not. The last thing to add is the
coconut milk. It should be boiled until it
thickens, and the ingredients absorb the sauce's
flavor. After simmering for a few minutes, it is
ready to serve.
Timitim -Grated cassava The cassava must first be shredded using an
- Coconut milk
aluminium sheet that has been improvised into
-Sugar, egg, butter, milk,
-Pili, cheese, and sweet corn a grater by punching holes in it with concrete
cornel nails. Second, add the coconut milk and
completely mix in the sugar, egg, butter, and
milk. After that, the mixture will be put in a
round aluminium dish with banana leaves on
top. To obtain the Timitim's round form, the
mixture will be spread into a circular
aluminium plate. The cooking process is
completed by steaming the mixture for about 5
minutes, or until the mixture reaches the
consistency of a gelatin, then adding another
coconut milk on top and continuing to steam
until the coconut milk reaches the consistency
of a gelatin, and toppings such as pilli, cheese,
or sweet corn cornel are added.

Suman Lihiya -Glutinous rice To prepare the suman lihiya, first set the
-coconut milk
glutinous rice in a mixing basin, then
-syrup made of brown sugar
- pandan leaves thoroughly wash it three times to ensure it is
clean before adding water, lye-water, and salt
(pandan essence can also be used if desired).
Stir and soak for 2-3 hours; for best results,
soak overnight. Drain excess water from the

25 | P a g e
 mixing basin. It is natural for the rice to be
yellowish in colour. Then, set aside. Prepare
the banana leaves. If using freshly picked
banana leaves, briefly warm them over fire.
The leaf becomes more flexible and releases its
natural scent as a result. If using fresh frozen
banana leaves, wash them in warm water first.
Scoop roughly 3 tablespoons of the rice
mixture onto the banana leaf. To keep the rice
in place, fold the leaves. Repeat the process
until all the rice has been consumed. Use
twine to tie it off. Secure them tightly to
prevent it from coming lose during boiling.
Place the uncooked suman in a cooking pot and
fill with adequate water. Turn on the heat and
let it to boil until the glutinous rice is cooked.
Simmer for 11/2 hour, then remove from the
pot. It also goes well with Latik (coconut milk
curd). Cooking the latik can be done at the
same time as cooking the Suman Lihiya. The
first step is to heat the coconut milk in a
saucepan. Allow it to simmer on low heat as
well. Stir in the brown sugar until it is
completely dissolved, and the sauce thickens. If
necessary, add more sugar. Suman lihiya is
ready to serve once it has been cooked.

Danggit -Salt To make a dried danggit, a deep incision is

-Water made in the back of the fish and moved towards
the dorsal side, or upper back. From there, the
flesh is further cut open towards the caudal fin,
or tail, and deep across towards the anal fin
side. The abdomen side, or pectoral and pelvic
regions, is left uncut and stays attached to
function as the hinge of the butterflied body of
the fish. Remove the fishbone and internal
organs by washing it thoroughly with fresh
water and a brush. Place the fish in a strainer

26 | P a g e
 and drain. Prepare the brine solution which is a
mixture of water and salt. For a 60-kg. fresh
fish, use 6.5 kls. of salt and 5 gallons of water.
Soak the fish in brine solution for one hour.
Drain the salted fish and rinse the fish under
running water to wash off excess salt. Arrange
or place fish in wire screen mesh. Do not stack
the fish to allow them to dry evenly. To prevent
contamination while drying, cover the fish with
the other half of the screen mesh/wire screen.
For a duration of two to three days, dry the fish
in the sun. Once the fish has dried, let it chill at
room temperature for at least six hours. Dried
fish should be weighed, packed, sealed, and
kept at room temperature.

The table above show the list of the collected data that identified traditional food from its relevant
respondent who are skilled in making traditional food in their municipality.
According to that several posts show the cultural characteristics of each destinations where the
food is cooked using different methods such as grilled, roasted steamed, and baked procedures. At the
process of making a traditional food a different ways to know the aspect of our culture and hard work from
our ancestors/ indigenous people.
Gellynck and Kühne extended the time frame of traditional foods to twice the time of regulation
509/2006, in its definition: "Traditional food products are products where key production steps are
performed in a given area at national, regional or local level, they are authentic in their recipe (mix of
ingredients), origin of raw material, and/or production process, they are commercially available for
approximately 50years, and (d) they are part of the gastronomic heritage. The traditional food process are
deeply in connected to the local and environment often rely on region-specific ingredients, which promote
the sustainable and preservation of locals by utilizing, traditional process encourage a harmonious
relationship between people and the environment.

TABLE 3.1The Frequency of traditional food seller

Municipality Traditional Food Name of seller Frequency Percentage

Barcelona Hinagom Sintia Gabarda 4 26.66%

Rowena Estopace

27 | P a g e
 Tanya’s Hinagom and
Tikoy
Maricel Deyto
Castilla Tinutungang Native Ethay Marcaida Aliven 1 6.66%
na Manok

Gubat Timitim 1 6.66%

Magallanes Suman Lihiya Mamay Itas 4 26.66%

Lily Perdigon
Prieto diaz Danggit 5 33.36%

Total 15 100%

The above table shows the number of seller interviewed in chosen municipalities. The ratio of 26.66% of
the traditional food seller is the hinagom and suman lihiya seller. While 6.66% are the seller of tinutungang
native na manok and timitim. The majority of the traditional food seller is about 33.36%.

TABLE 3.2 The Marketing strategies that are currently used by the traditional food seller

Traditional Social Personal Brand Setting up Event Marketing

Food media Selling Positioning google maps
profile
seller (pre-order, (brand name,
(conferences, trade
posting, ) store) ( street
(Face to shows, seminars, and
address, phone
face sales, classes, community
number, store
delivery) events)
hours)

Hinagom 2 2 1 2 1

Tinutungang 1 1 1 1 1
Native na
Manok

Timitim 1 1 1 1 1

Suman Lihiya 1 5 1 0 1

Danggit 0 5 2 1 1

28 | P a g e
 Total: 5 14 6 5 5

The table above shows the promotional tools employed by the seller of traditional food in their
municipality. The seller utilized promotion methods such as social media, personal selling, brand
positioning, setting up a Google Maps profile, and event marketing. . In this table the main concern was on
how the original owner or cultural bearers uses promotional strategies in dealing with marketing and selling
of their products. Thus, it was the intention of the researchers to identify and examine the kinds of
strategies used in order to suggest and add recommendations on their research. The majority of the subjects,
14 respondents of traditional food sellers, use personal selling, such as delivery, or what is called
"paglalako, as their promotional strategy in selling, while brand positioning is used by 6 of them. As
promotional strategies for selling traditional foods, at least 5 traditional food suppliers employ social
media, setting a Google Maps profile, and event marketing.

Olariu I. (2016) Personal selling is the most effective marketing communication tool because it allows
salespeople to adapt their presentation to each potential or current client. They use their knowledge of the
customer’s buying process to choose effective sales strategies. An effective sales presentation is usually the
most important element of a sales job. Most well-managed companies want their salespeople to go through
the following sequence in making a presentation: locating and qualifying prospects, a pre-approach, the
presentation itself, closing the sale and follow-up. Finding the best prospects may be the key step in this
sequence, but the close may be the hardest part.

29 | P a g e
 CHAPTER V

SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary, findings, conclusion and recommendation based on the
analysis and interpretation of the data gathered from the study.

SUMMARY

The main purpose of this study is to identify the traditional food in province of Sorsogon.
Additionally, the researchers also investigated the processes, and the strategies that these traditional food
producers are using in terms of promotion and marketing.

This study has assessed the traditional food in province of Sorsogon. It also aimed to expound the
following objectives (1) To identify the traditional food in the Municipality of Sorsogon Province; (2)
Determine the strategies they are using in promoting their traditional food, and (3) Interpret the process of
making the traditional food that can be propose as an output of this study.

The study employed a descriptive research approach to identify the traditional foods available in
the selected municipalities in the province. The 80 respondents in this study were selected using the
purposive sampling method that gives the researchers a precise data. Face-to-face interview served as the
study’s primary data collection. The gathered data was interpreted using tables and analyzed systematically.

FINDINGS

Based on the data gathered, the following findings are revealed:

1. Based on the collected data, majority of the respondents in Castilla identified tiinutungang Native na
Manok as their famous traditional in the municipality. The respondents in Magallanes stated that their well-
known traditional food is Suman sa Lihiya. This is a traditional Filipino rice cake that is usually made from
glutinous rice referred to as “malagkit”. The identified traditional food that are well-known in Barcelona is

30 | P a g e
Hinagom. In municipality of Gubat, Timitim is their traditional food. And lastly, Danggit in Prieto Diaz is
their well-known traditional food.

2. Based on the findings, promotional strategies shown in Table 2, most of the traditional food seller used
personal selling. Face-to-face selling in which one person who is the vendors tries to convince the customer
in buying a product and delivery in which direct selling helps reach the costumers that cannot reach in any
other form. From this method can convey the cultural and importance significance of the products. In a
personal approach helps built trust, establish rapport and create a positive customers experience.

3. The output based on the findings is to propose the process of traditional foods.

CONCLUSION

There are identified traditional food or authentic food in the province of Sorsogon such as
Hinagom, Tinutungang Native na Manok, Timitim, Suman Lihiya, Danggit. When it comes to product
strategy, the traditional food must emphasize the uniqueness of their products not by its origin but its
difference from its taste, how it made and its story behind. These traditional foods which originated or
emanated from the province contributed to the tourism industry of the whole province. It boosts the socio-
economic status of the local communities, thus, contributing to the continuous progress of the Sorsogon
province as a whole.

RECOMMENDATIONS

Based on the findings of this study, the following recommendations are advised:

1. The Sorsogon province must give attention to the important part that traditional food plays in our
community and in the tourism industry to be recognized as culinary culture.
2. The Provincial Tourism Office must give focus to the traditional food of the province. Promoting
can preserve our culinary heritage and ensure its recognition as the tourism industry grows.
3. This study will be helpful for future researchers in studying various aspects of the traditional food
of Sorsogon Province. They can analyze local materials such as books, documents, and even oral
traditions related to food. They can also identify the main ingredients, cooking methods, and their
significance in the culture of the people of Sorsogon. Through a detailed examination of their
traditional food, including the experiences of those who have tasted it, the chosen respondents can
provide valuable insights.
4. Local researchers can continue studying traditional food if there are still unique dishes to be
discovered. They can conduct research on the history, cultural importance, and potential for

31 | P a g e
 promotion of these traditional foods as iconic Sorsogon products. They can also examine how
these foods have evolved over time.
5. The study of traditional food is an ongoing process. The local community may be encouraged to
continue researching to uncover other aspects of food tradition. Detailed histories, influences from
different cultures, or modern changes to traditions can be studied.
6. By collaborating with other towns or communities in Sorsogon Province, they can share their
discoveries and knowledge. Seminars, workshops, or information dissemination about traditional
Sorsogon cuisine can be conducted, helping spread and preserve traditions for future generations.
7. The local community can organize activities that showcase and promote Sorsogon Province's food
traditions. This can be done through food festivals, cultural events, or the creation of groups or
organizations dedicated to preserving and promoting the province's food traditions.
8. For provincial tourism or municipal services, initiatives such as culinary workshops, cooperative
establishments, or the promotion of local products can provide opportunities for local workers to
continue practicing traditional food preparation. This not only provides economic benefits but also
instills pride in their culture and industry.
9. Seller of traditional food also have to promote their product using digital marketing strategy for
them to easy recognize their product.

10. For provincial tourism in Sorsogon Province, as well as in municipalities, the research findings
can be used to develop programs that highlight Sorsogon's traditional food. Food tours, culinary
workshops, and food festivals that emphasize local traditional cuisine can be organized and
promoted to local tourists and visitors.
11. It is important to support farmers, fishermen, and the local food industry. Programs that aid in the
development of their products and services should be established. Local ingredients and traditional
Sorsogon food should be promoted within and outside the province as this will contribute to
providing high-quality products for those who produce traditional food.
12. Traditional food can be added to tourism packages and featured as an essential part of the
Sorsogon experience. Local food should be promoted as products that visitors should appreciate
and support.

32 | P a g e
 Republic of the Philippines

SORSOGON STATE UNIVERSITY

Magsaysay St., Sorsogon City, Sorsogon 4700, Philippines

College of Business and Management

Dear Sir/Maam

Greetings of peace and prosperity!

The undersigned researcher are conducting a study a study entitled, Traditional Food in the
Selected Municipality in Sorsogon City. This study is partial fulfilment of requirements for the degree of
Bachelor of Science in Tourism Management (BSTM). In connection with this, we would like to request
from your good office to allow us to conduct our study to (number of interviewee) officers of your office.
Rest assured that the data gathered will be strictly for research purposes only and will be kept with outmost
confidentiality.

33 | P a g e
 We are looking forward for your favorable action on this regard. Thank you very much and God
bless!

Sincerely yours,

LYSLIE D. DAYTO
Group Leader

Noted By:

MR. RODGE LAS PIÑAS

Research II Instructor

CURRICULUM VITAE

Name: Dayto, Lyslie D.

Address: Brgy. Cabid-an, Sorsogon City

Contact information: 09636903476
Email: [email protected]

PERSONAL BACKGROUND:
Age: 22
Gender: Female
Civil status: Single
Birthday: December 28, 2000
Birthplace: Sorsogon City
Nationality: Filipino
Religion: Roman Catholic
Father name: Concordio Dayto
Mother name: Leonida Dayto

WORK EXPERIENCE:
• Service Crew
• Teller

SKILLS AND QUALIFICATIONS:

34 | P a g e
• Communication skills
• Computer skills
• Adaptability

EDUCATIONAL BACKGROUND:
College: Sorsogon State University (2020- Present)
Secondary: Divine Healer Academy Sorsogon (2014-2020)
Elementary: Divine Healer Academy Sorsogon (2008-2014)

CURRICULUM VITAE

Name: Estelon Zyra Mae F.

Address: Brgy. Bulacao, Gubat, Sorsogon

Contact information: 00128170772
Email: [email protected]

PERSONAL BACKGROUND:
Age: 22
Gender: Female
Civil status: Single
Birthday: October 24, 2001
Birthplace: Gubat, Sorsogon
Nationality: Filipino
Religion: Iglesia Ni Cristo
Father name: Jose Z. Estelon
Mother name: Elena F. Estelon

WORK EXPERIENCE:
No work experience

SKILLS AND QUALIFICATIONS:

• Communication skills

35 | P a g e
• Time Management
• Adaptability

EDUCATIONAL BACKGROUND:
College: Sorsogon State University (2020- Present)
Secondary: Bulacao National High School (2014 -2018)
Gubat National High School (2018-2020
Elementary: Bulacao Elementary School (2006-2014)

CURRICULUM VITAE

Name: Lumabi, Precious Kristal D.

Address: Del Rosario, Bacon, Sorsogon City

Contact information: 09511738910
Email: [email protected]

PERSONAL BACKGROUND:
Age: 21
Gender: Female
Civil status: Single
Birthday: June 10, 2002
Birthplace: Quezon City
Nationality: Filipino
Religion: Roman Catholic
Father name: Precioso M. Lumabi
Mother name: Fabiola D. Lumabi

WORK EXPERIENCE:
No work experience

SKILLS AND QUALIFICATIONS:

• Communication skills
• Computer Skills
• Adaptability

36 | P a g e
EDUCATIONAL BACKGROUND:
College: Sorsogon State University (2020- Present)
Secondary: Rawis National High School (2014 -20120)
Elementary: Bacon East Central School (2006-2014)

37 | P a g e
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