Abstract
This study explores the role of the Pinas Sarap TV show as a travel motivation tool in promoting Filipino cuisine, as perceived by selected Tourism and Hospitality Management students at a private university in Manila. It investigates how the program influences various factors in travel, including accessibility, attractions, culture, education, and gastronomy. A descriptive quantitative research design was employed there were 60 respondents in this study. Data were collected through a survey questionnaire. The statistical methods employed in this study were the percentage, weighted mean, and T-test used to analyze the findings. The results indicate that Pinas Sarap motivates viewers to explore Filipino gastronomy and travel destinations. Respondents reported a higher motivational level after watching the show, particularly in seeking cultural knowledge, experiencing authentic cuisines, and appreciating the history of Filipino food. There was also a notable impact on their awareness of food-related travel opportunities, with a significant difference observed in travel motivations before and after viewing the program. The study underscores the potential of culinary travel shows as effective mediums for boosting local tourism. It recommends further investment in such programs to enhance their reach and influence, ultimately supporting the promotion of local destinations and cuisines. Future researchers are encouraged to examine the impact of other digital platforms, such as blogs and travel documentaries, on tourism development.
