Longganisa As Culinary Identity: Its Influence on Tourism Development in Cabanatuan City
DOI:
https://doi.org/10.65150/EP-jmrr/V2E11/2026-04Keywords:
culinary identity, longganisa, gastronomy tourism, destination branding, local food, Cabanatuan City.Abstract
This study examined longganisa as a culinary identity and its perceived contribution to tourism development in Cabanatuan City, Nueva Ecija. It assessed five dimensions of culinary identity—cultural significance, authenticity, uniqueness, availability and accessibility, and promotion and marketing—and five dimensions of perceived tourism development—tourism attraction, tourism promotion, business growth, job creation, and destination branding. Using a descriptive-correlational quantitative design and purposive sampling, the study involved 172 respondents: 12 longganisa business owners or producers, 100 consumers or local residents, and 60 tourists or visitors. Data were gathered through a structured questionnaire using a four-point Likert scale and analyzed using frequency and percentage, weighted mean, Pearson product-moment correlation, and multiple linear regression. The overall weighted means were 3.06 for culinary identity and 3.12 for perceived tourism development, both interpreted as Agree. Culinary identity was positively correlated with perceived tourism development (r = 0.587, p < .001). In the regression model, cultural significance, authenticity, uniqueness, and availability and accessibility had statistically significant positive coefficients, while promotion and marketing did not show a statistically significant unique association. The findings indicate that respondents generally recognize the cultural and tourism value of Cabanatuan longganisa. The study recommends coordinated culinary heritage documentation, enterprise support, improved product accessibility, and destination-level promotion to strengthen longganisa’s role in local culinary tourism.
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Copyright (c) 2026 Mark Alvin H. Abad, Aileen V. Faigal, Carlo Jose L. Camacho, Hernan V. Portana, Pauline Grace M. Alfaro, John Paolo S. Nagaño, Muhammad Ismael O. Khan (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
