Preservation on Gastronomic Tourism of Takam Food of the Heroes: Basis for a Proposed Advertising Model of Bulacan Culture and Heritage through Heirloom Cuisines

Raymond A. Carlos
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Raymond A. Carlos: College of Hospitality and Tourism Management, Bulacan State University, Malolos CampusCity of Malolos, Bulacan, Philippines, 3000

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 6206-6360

Abstract: The study explored the existing advertisements on heirloom cuisines, culture, and heritage of the Province of Bulacan, and proposed an advertisement model of Bulacan’s culture and heritage through heirloom cuisines. A total of thirty informants composed of select tourism officers, food historians, culinary experts, and local and international tourists were interviewed. Pieces of evidence from museums, archives, documentaries, and existing plans and programs were also utilized in the study. Data Source Triangulation was utilized by the researcher to connect the narratives from the informants and the pieces of investigation to provide answers to the problem of the study. It was revealed that the food of the heroes contributed a great impact to the culture and heritage of the Province of Bulacan as well as to the gastronomic tourism of the province. A proposed model named Takam: Food of the Heroes Advertisement Model was constructed based on the Attention, Interest, Desire, and Action (AIDA) Model along with the findings generated through the narratives of the informants and pieces of evidence.

Date: 2025
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