Savoring Identity: The Role of Bulalo’s Food Quality on Cultural Motivation Among Tourists in Tagaytay

Abstract

Bulalo, a traditional Filipino beef shank soup, is a culinary icon and cultural emblem in Tagaytay City, contributing significantly to local identity and to the growth of food tourism. Despite its popularity, limited research has examined the relationship between the perceived quality of Bulalo and tourists' cultural motivations. This study addresses this gap by investigating how food quality attributes—taste, presentation, authenticity, and hygiene—influence cultural engagement among visitors. Using a quantitative comparative-correlational research design, structured questionnaires were administered to 385 tourists in Tagaytay. Descriptive statistics, Spearman Rho correlation, and linear regression were utilized to analyze the data. Findings revealed that taste and hygiene were the most highly rated attributes and demonstrated the strongest correlations with cultural motivation (r = 0.51 and r = 0.52, respectively). All food quality dimensions were significantly associated with tourists’ cultural motivation (p < 0.001), affirming that perceived culinary quality enhances cultural interest and engagement. The study also found that the 18–24 age group had the highest motivation for food experiences. These results underscore the vital role of maintaining and promoting food quality standards—particularly in taste, authenticity, and hygiene—to strengthen cultural tourism in Tagaytay. The study concludes that improving the sensory and safety aspects of Bulalo can further deepen tourists' cultural connection and recommends that local food establishments prioritize these attributes to support sustainable culinary tourism initiatives.