Research Paper no.

___ 2nd Semester 2012-2013

Preferences of SABM Students towards patronizing exotic foods

John Rey Cabaltera, Mario Reyes II, Mary Rose Burahani, Elaiza Mae Mangrobang, Jonnalene Roque

HOSPITALITY AND TOURISM MANAGEMENT REASEARCH

"We envision Saint Louis University as

an excellent missionary and transformative educational institution zealous in developing human resources imbued with the Christian Spirit and who are creative, competent and socially involved."

SCHOOL OF ACCOUNTANCY AND BUSINESS MANAGEMENT

SAINT LOUIS UNIVERSITY PHILIPPINES March 2013

Abstract
The researchers would like to conduct a study about the factors affecting their patronization of exotic delicacies found in different regional provinces in the Philippines such as taste, appearance or the presentation of the food its health benefits and price. The study conducted in Saint Louis University with 250 respondents from the School of Accountancy and Business Management. The researchers used questionnaires as an informative data-gathering tool. Keywords: Exotic foods INTRODUCTION: The Philippine archipelago is considered a melting pot of South East Asia. Filipino cuisine is prepared and cooked either with a touch of either the Western and Asian culture. Filipino dishes are cooked in a variety of ways dependent on the locale. Note that the country is interspersed by the island of Luzon, Visayas and Mindanao. Filipinos have always considered eating as a pleasure. By tradition a typical meal is just three square meals a day. With snacks in between meals are observed by some. Due to the influence of the western culture the use of a pair of spoon and fork rather than knife and fork is the preferred utensils in every dining table when taking their meals. The traditional way of eating by every Filipino is by the hands. This conveys that every food tasted and savored is well appreciated with delight. It is observed that Filipinos always eat. A Filipino seen eating with the hands maybe perceived to be a primitive style of eating to the western foreigners but it is not to the locals. (http://www.driftwoodjourneys.com/filipinoslove-to-eat/) Filipinos love to eat, and since they're naturally hospitable and outgoing, food is the basis of their social life. Because the feeling of fulfillment after eating rice, their staple ingredient, is relatively short-lived, they eat three meals a day and two snacks in between. (http://www.globalgourmet.com/destinations/philippines/phileat.html) The Philippines is indeed one of the wealthy nations in terms of food products emanating from various sources. The country is also rich in strange and bizarre foods as well and they are not only considered exotic but also delicacies. (http://emilgen2011.hubpages.com/hub/The-Exotic-Foods-in-the-Philippines)

Filipinos are infamous around the world for three things: Imelda's gigantic shoe collection, a natural talent for singing, and their appetite for a steaming duck embryo treat called balut. In fact, the reality TV show Fear Factor frequently dares its thrill-seeking contestants to eat this famed Filipino delicacy. Of course, too many Filipinos there is nothing daring about eating balut. Especially not when balut is so easily surpassed by many more exotic delicacies you may encounter as you travel through the archipelago - that range of crunchy, slimy or otherwise unorthodox textures that ooze with bursts of flavor. With stomachs of steel and a hearty appetite for both food and adventure, the rural Filipino sees all animals, no matter how frightening, as opportunities to create a delicious bite, whether it's a meal, a snack, or even just an appetizer to go with their beer and gin. We have no qualms about swatting, cooking, and eating pretty much anything that moves: beetles, phytons, locusts, bats, field rats, sea urchins, frogs and so much more. Which is why in the Filipino kitchen, nothing is ever wasted. Every bit of the animal is used. A pig, for example, offers a cook more possibilities beyond pork chops. Its blood, ears, intestines, cheeks, and tail are used as a matter of course - literally - for various specialty Filipino dishes. This creativity and resourcefulness in cooking and consuming the exotic is motivated by hunger and survival as well as the enjoyment and thrill of eating the unusual. That said, here is the Philippines' most exotic Filipino fare. (http://monk3ybidzness.hubpages.com/hub/Exotic-Foods-From-The-Philippines) Have you tried to eat foods that are not commonly eaten by human? Foods that looks weird and unfamiliar. Sometimes exotic foods are dangerous to our health, as we dont know what kind of food it is and what kind of nutrients that can we get from it. In Philippines, you can find different exotic foods that most Filipino people are usually serve on their table during meal time or during special occasion as part of their tradition and ceremony. (http://www.redgage.com/blogs/bobiecayao/exotic-food-of-the-philippines.html) Philippine cuisine, though not quite well-known in other parts of the world, mostly consists of tasty and colorful fare made with fish, meat, and vegetables. However, there are a number of dishes whose ingredients are unexpected, or even downright bizarre. One way to amp up your next trip's adventure factor is to try things that are unfamiliar to you. (http://www.travelbook.ph/articles/10-exotic-filipino-dishes-and-where-to-find-them)

The Philippines is indeed one of the wealthy nations in terms of food products emanating from various sources. But the country is also rich in strange and bizarre foods as well and they are not only considered exotic but also delicacies. These odd foods can give anyone a love-hate relationship, in other words, it will give a nasty and challenging experience or good taste and it depends who will try them. Tourists here especially those whose are heart are not weak will certainly try those exotic foods for the sake of adventure or curiosity or perhaps just to please their local hosts. (emilgen.hubpages, 2011) As one travels in the provinces of the country, one will see that the delicacies become more and more exotic. (enzinearticles.article by Ron Ley, March 7, 2007) Food in the Philippines so exotic, so different, so tasty! (http://www.tripadvisor.com/Travel-g294245c120306/Philippines:Philippine.Food.html) Adobong kamaru (Pampanga) Kamaru, or mole crickets, which are plentiful in Pampanga, are considered a Kapampangan delicacy. It is often made into adobo, but can also be served deep fried. Several restaurants in Pampanga serve this dish, including Everybody's Caf in San Fernando. Adobo or fried salagubang (Nueva Ecija) The salagubang, or june bug, is a common treat in Nueva Ecija, where many of these beetles thrive. When fried, it can be served as an appetizer or as pulutan (food served with alcoholic drinks, usually beer). Sometimes, it is prepared like adobo and eaten with rice. Salagubang can be found in some markets in Nueva Ecija. Adobong uok (Rizal) Beetle larvae may not sound very appetizing at first, but uok cooked as adobo served with rice and tomatoes is considered an exotic delicacy. One restaurant that serves this dish is Balaw-Balaw Restaurant in Angono, Rizal. Abuos (Ilocos) Also known as ant-egg caviar, this Ilocano delicacy is one that is tasty, but a little bit pricey. Abuos, which looks like legumes, is often served sauted in garlic or prepared as adobo, though some eat it raw. These are sold at public markets in Ilocos, and are usually displayed on leaves.

Balut ( All over the Philippines) Though considered common eats among many Filipinos, there are still those who have yet to pluck up the courage to try balut. Balut is a fertilized duck egg, either 16 or 18 days old, which has been boiled and is eaten with salt or vinegar. Though the almost-fully-formed duckling inside the egg can be off-putting to some, balut is a tasty afternoon treat all over the Philippines. Betute tugak (stuffed frogs) (Pampanga) though frogs' legs are considered a delicacy in other parts of the world, frog dishes are made slightly differently in the Philippines. The most common way of preparing frog is to fry it (prito), or to turn it into adobo (a kind of stew where the meat is cooked in garlic, oil, vinegar, and laurel leaves). However, in Pampanga, there is a dish called betute tugak, which are deep-fried field frogs stuffed with minced pork. Etag (Cordillera Region) Etag is salted pork that is kept underground in earthenware jars to age. It is not a dish in itself, as it is most often use as an ingredient in other viands, but it adds a very distinct flavor to meat or vegetable dishes. Pinikpikan (Cordillera Region) though similar to the traditional tinolang manok (chicken in broth with vegetables), pinikpikan is a chicken dish where the process of preparing the chicken is considered a tribal ritual which helps the people determine their tribe's fate regarding a particular course of action. The dish derives its name from the word "pikpik," which means to beat lightly, usually with a stick. To prepare pinikpikan, a live chicken is beaten lightly with a stick under the wings and neck until these areas become dark blue-this is so that the blood of the chicken coagulates, making the meat more flavorful but keeping the chicken's bones unbroken. The chicken is then killed with one hard blow to the head, and cut up. Before the meat is cooked, the tribal priest reads the liver and bile to see if they will have good luck. After this, the edible parts of the chicken are boiled in water flavored with etag. Some restaurants in Baguio City still serve pinikpikan. Soup No. 5 - Manila and Cebu This story behind this soup is as mysterious as its name. Soup No. 5 looks like a regular meat soup, but it is actually made of bull or ox penis and testicles, and is believed to be an aphrodisiac. Some restaurants in Binondo serve this dish, and it can also be found in Cebu, where it is known as Lanciao. (http://www.travelbook.ph/articles/10-exotic-filipino-dishes-and-where-to-find-them)

Kinilaw na Tamilok (Palawan)- Taken from the inside of the trees, these tree eating semi wormlike squishy creatures from the family of sea urchins, shells, and clams, is a delicious treat found in this province, even featured in Fear Factor, Usually paired with a vinegar, Tamilok are best eaten raw. (adventuroj.com /tag/tamilok-at-palawan/October 30, 2012) Farm rats (all over the Philippines) These are not the rats that are commonly found in local houses. They thrive on the farm lands and many consider them as very clean. In fact my wife loves to eat them and she would confess that rats taste like chicken. Farm rats which are also a good source of protein can be cooked with coconut milk which is called in the Philippines as ginataang daga, or with tamarind which is called sinampalukang daga. Farm rats can also be cooked into adobo or simply deep-fried with breading to make it taste real good. (emilgen.hubpages, 2011) Like Samson and Delilah, Puto (rice cake) and Dinuguan (pork blood stew) is a perfect pair. These taste good when eaten together. Snack time is fun when you have these. It sounds and looks nasty but it is really tasty. (Indays Kitchen: Kuzina ni Inday, October 7, 2011) Frog legs are rich in protein, omega-3 fatty acids, vitamin a and potassium. They are often said to taste like chicken because of their mild flavor, with a texture most similar to chicken wings. http://en.wikipedia.org/wiki/Frog_legs The research study aims to know the famous exotic delicacies from different regions in the Philippines. The ways these foods are prepared and which of the cooking methods use will be patronize and love by the potential tourist that are willing to visit these particular regions for their exotic delicacies. The research study aims to measure how much Filipinos patronize such exotic delicacies from different regions base on how these foods are prepared or served.

Conceptual framework

Students of Saint Louis University from the School of Accountancy and Business management (SABM)

Preferences of SABM students towards patronizing exotic foods

Factors affecting Filipinos patronization of regional exotic foods: 1.Taste 2.Appearance 3.Health Benefits 4.Price Figure 1. Conceptual Framework The conceptual framework of the study shows the process done in attaining the objective of the study. The preferences of SABM students of Saint Louis University towards patronizing exotic foods with the factors affecting the Filipinos patronization of regional exotic foods such as taste, its appearance, health benefits and price.

Research Methodology The study was conducted in Saint Louis University Mary Heights Campus in Bakakeng, Baguio City due to substantial number of respondents that are potential tourist of Regional Provinces in the Philippines. Population and Locale The population consists of students from different courses; 250 respondents at random year level were selected in the School of Accountancy and Business Management. The study was conducted on January 2013. The researches asked some students to respond to the survey. Accessible subjects were entered into the study until 250 respondents was reached. Sources The following are the different courses involve in the study. Students taking up Hospitality and Tourism Management, Bachelor of Science and Business Administration Major in Financial management, Bachelor of Science and Business Administration Major in Marketing, Bachelor of Science and Business Administration Major in Human Resource Development Management and Bachelor of Science in Accountancy. Data Gathering The questionnaire method was use as the main data-gathering tool for the study. The questionnaire is divided into 2 parts- the profile and the survey proper. The profile contains the name (which is optional) and the course of the respondent. The survey proper comprises 18 question with the same legends. The legends are as follows: disagree, strongly disagree, agree and strongly agree. Secondary data include published materials like journals, books, and articles. These materials were taken from Saint Louis University Libraries and internet library. Treatment of Data The data gathered were tallied carefully with the help of Microsoft application called Microsoft Excel. This was to effectively record the data from the answered questionnaires and ready them for statistical treatment. The raw data were then processed in the SPSS application (statistical package for social sciences) to get the significant percentage each ranking got from the answers of the respondents. The gathered data were processed in the statistical frequency method to acquire the respective rates each scale in the questionnaire got in connection to the answers of the respondents. Upon processing the data in the application, it were interpreted in a way that each items in the questionnaire will be relevant to the research study.

Results and Discussion This chapter show significant figures representing the results of the survey conducted and the discussion in relation to the interpretation constructed by the researches. Reliability Reliability Statistics Cronbach's Alpha Based on Standardized Items .715 Case Processing Summary N Cases N of Items 19 Valid Excluded
a

15 5

% 75.0 25.0

Cronbach's Alpha .263

20 100.0 a. Listwise deletion based on all variables in the procedure.

Total

Filipinos love eating

Figure 2: Figure 2: shows that 78% of the respondents strongly agrees and 2% disagree that Filipinos do love eating because of the traditional five different meals in a day and also for the reason that most Filipinos are food enthusiast.

Philippines, though not quite well-known have tasty dishes like exotic dishes

Figure 3 Figure 3 shows 46% of the population strongly agrees, 46% agrees, a total of 4% strongly disagrees and 4% disagrees that Philippines possess tasty exotic dishes. The population is equally divided which means that only minimal percentage of the population are not convince that Filipino exotic delicacies have a good taste.

The bold combination of flavors (sweet, sour, salty) of Filipino cuisine is what makes it different from other Asian cuisine

Figure 4 Figure 4 shows that 53% of the population agrees and 4% disagree that the bold combination of Filipino cuisine is what makes it different from other Asian cuisine though it is influence by some Asian countries.

Different regions in the Philippines are fun to visit because of their different exotic delicacies

Figure 5 Figure 5 shows that 46% strongly agrees and 3% disagree that some regions in the Philippines are fun to visit because of the exotic delicacies they possess, which means that the potential local tourists of these regions are interested in their exotic delicacies and one factor that make them want to visit these regions.

Filipino exotic foods are challenging to eat

Figure 6 Figure 6 shows that 59% agrees and 5% disagree that exotic foods are challenging to eat because such foods are not the typical type of food that people usually consume for the reason that it possess unusual texture, aroma, taste and appearance.

Some Filipino exotic dishes taste good

Figure 7 Figure 7 shows that 54% of the respondents agrees and 4% disagree that some Filipino exotic dishes taste good despite its unusual aroma, texture and appearance these type of dish is still patronize by Filipino because it tastes similar to the usual dish serve in a typical meal.

Tamilok or woodworm found in Palawan is best eaten raw and soaked in vinegar

Figure 8 Figure 8 shows that 48% of the respondents agree and 12% disagree that tamilok or woodworms are best eaten raw and soaked with vinegar (kinilaw), this is because woodworms have oyster-like taste and kinilaw is a type of food preparation famous in the Philippines.

Balut (duck embryo) is an exotic food that is a tasty afternoon treat all over the Philippines

Figure 9 Figure 9 shows that 90% of the respondents strongly agrees and 2% disagree that balut is a tasty afternoon treat that is well patronize all over the Philippines because of its popularity and high demand balut can be found anywhere in the Philippines.

Some exotic food like balut (duck embryo) and kinilaw na tamilok (woodworm soaked in vinegar)are best eaten with vinegar

Figure 10 Figure 10 shows that 53% of the respondents strongly agree and 2% disagree that balut and kinilaw na tamilok are best eaten with vinegar because balut is usually served with vinegar and the main ingredient of kinilaw.

Etag (salted pork that is kept underground in earthenware jars to age) is most often used as an ingredient in oth but it adds a very distinct flavor to meat or vegetable dishes.

Figure 11 Figure 11 shows that 53% of the respondents strongly disagrees and 2% strongly agree that etag adds a distinct flavor to meat and vegetable for the reason that its preparation and presentation is not gratifying for non -Cordilleran.

In Nueva Ecija salagubang (june bug) is one exotic delicacy that is best fried and served with beer

Figure 12 Figure 12 shows that 48% of the respondents strongly agrees and 6% disagree that salagubang or beetle when fried is best served with beer because of its crispy texture and it is a good appetizer and pulutan.

Soup no. 5 (made of bull or ox penis and testicles) is a mysterious exotic dish famous in Manila and Cebu.

Figure 13

Figure 13 shows that 46% of the respondents agree and 5% disagree that Soup no. 5 is a mysterious exotic dish famous in Manila and Cebu because the name of the soup is not related with its content and it has a different effect when it is consume, which give potential tourists the urge to try this exotic delicacy

Kamayan (eating with bear hands) style of eating is Filipino style

Figure 14 Figure 14 shows that 51% of the respondents strongly agrees and 2% disagree that kamayan style of eating is Filipino style because it has been part of Filipino culture

Puto (rice cake) complements dinuguan (pork blood stew) an exotic viand known in some parts of the Philippines

Figure 15 Figure 15 shows that 47% of the respondents strongly agrees and 7% disagree that puto complements dinuguan because it has been famous in the Philippines, many have been wanting to try this exotic delicacy.

Fried frogs of Pampanga are delicious because of its chicken like taste

Figure 16 Figure 16 shows that 47% of the respondents agree and 6% disgaree that fried frogs famous in Pampanga are delicious because of its chicken like taste, meaning that this exotic delicacy would be easily patronize by potential local tourists because it has a similar taste with chicken meat

Ilocanos famous abuos (ant egg-caviar) is an expensive exotic food yet worth the price

Figure 17 Figure 17 shows that 49% agree and 10% disagree that abuos is a type of exotic food, though expensive, potential tourists are willing to spend much just to taste the exotic delicacy.

Farm rats (all over the Philippines) are good source of protein which makes it amazing to eat.

Figure 18 Figure 18 shows that 33% of the respondents agree and 16% strongly agree that farm rats are amazing to eat because it is a good source of protein, which means that potential tourists considers health benefits that they can get from exotic foods.

Philippines regional provinces are fun to visit for their different exotic delicacies

Figure 19 Figure 19 shows that 75% of the respondents strongly agree and 3% disagree and 3% strongly disagree that regional provinces in the Philippines are fun to visit because of their exotic delicacies, which means that one reason for the local potential tourists to visit regional provinces in our country is for them to experience their exotic delicacies.

Conclusion The researchers conclude that among the factors affecting their patronization of exotic food, taste is the major factor . Famous exotic foods are the ones easily consume, especially those found all over the Philippines. Exotic foods have distinct flavors that serve as its trademark; another observation is that those exotic foods having similar taste with typical dishes have the highest percentage of patronization. Second factor is the appearance, which makes the food more appetizing and attractive to the consumers. Third is health benefits, it is one remarkable factor that was observe by the researches in the study. It is proven that despite the unusual characteristic of an exotic food as long as it gives benefit to ones health people will patronize it. The fourth and last factor is the price. Base on the research study, a potential tourist is willing to spend to experience the adventure of exotic food. Food enthusiasts would go to different places in the Philippines to experience something different and far from the usual. People travel for luxury, experience, adventure and for food. To travel for exotic food is a whole package. After the data gathering and analysis of data, the researchers found out that exotic delicacies of different regions are one big factor that affects potential local tourists to visit their place.

Recommendation
Take advantage of the growing number of food enthusiasts that seek for food adventure and want to try something new and unusual. We, researchers, suggest that regional exotic foods can go beyond their native places and advertise them through pictures, videos, samples that could be a trademark of a distant region. Regional provinces can help by participating in planning their location and promoting it as well. The producers can conduct a study about their products about health benefits of the exotic delicacies. Take in perspective the factors affecting the patronization of exotic delicacies and develop them to come up with a better product to make potential tourists regular. Future researchers may continue studying this issue by further studying the hazards of eating exotic foods, other benefits coming from exotic foods, right preparation of exotic foods, and the common diseases caused by eating exotic foods.