Exploratory Case Study on Employee Retention in the Agritourism Industry: The Case Study of GRACO Farm and Leisure Inc. and Daang Hari Campgrounds Agritourism Park (Esmeris Farm)

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Melodee Marciana E. De Castro, Ma. Teresa A. Acda

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

Agritourism has been present in the Philippines for decades but has gained significant attention and momentum only in recent years. The country, known for its rich natural resources, biodiversity, and farming heritage, is an ideal location for agritourism to flourish. With its diverse agricultural landscape, agritourism offers a fresh way to draw in tourists. The natural hospitality and widespread English-speaking population of the Philippines further boost this growing industry, benefiting both agriculture and tourism. The maintenance of these agritourism farms, crucial for their success, is primarily carried out by the employees, who are the backbone of the operation. Their efforts ensure that the farms are well-maintained and ready to offer various recreational activities and unique experiences to visitors. Thus, having satisfied and motivated employees is essential for the long-term success of agritourism farms. Consequently, employee retention is a critical aspect of managing these farms effectively.

The study's objectives are to: (1) discuss the business profile of the selected agritourism farms in Laguna—GRACO Farms and Leisure Inc. in Pila, and Daang Hari Campgrounds and Agritourism Park (Esmeris Farm) in Liliw; (2) identify the socio-demographics of the employees within these selected agritourism farms; (3) Identify the job descriptions, rewards & compensation, and training within the selected agritourism farms; (4) explore the factors that influence agritourism employees to stay in their jobs; and (5) provide insights and recommendations to the agritourism farms on how to effectively retain employees based on the collected data. This is significant as the agritourism industry is currently one of the rising industries in the Philippines, attracting not only local but also international tourists.

This study utilized a qualitative, exploratory case study approach to discuss, interpret, and analyze the data collected regarding the reasons for employee retention at two selected agritourism farms in Laguna. The respondents were 14 employees from these two agritourism farms namely, GRACO Farms and Leisure Inc., and Daang Hari Campgrounds and Agritourism Park (Esmeris Farm). The study includes identifying the socio-demographics of the employees and the reasons for their retention within their workplace. With this research design, the researcher was able to establish an in-depth discussion exploring how job satisfaction, work environment, training and development, rewards and compensation, and supervisor support affect the employees' decisions to stay in their jobs. Moreover, a questionnaire adapted from previous studies focusing on factors affecting employee retention was used to gather the data needed to achieve the study's objectives. The questionnaire, originally in English, was translated into Filipino. Additionally, follow-up interviews were conducted to supplement the survey questionnaire results.

The business profiles of the selected agritourism farms that participated in the study are as follows: GRACO Farm and Leisure Inc. in Pila, Laguna, is a livestock farm with 5 hectares of land utilized as the farming area and pasture area. Established in November 2009, GRACO Farm is in its 14th year of operation. GRACO was founded by 5 business owners, making the farm a corporation; yet, it is considered a micro-enterprise based on the number of its employees. The farm also offers different activities ranging from expository tours, training and seminars to bed and breakfast and overnight camping. Through word of mouth and social media presence, GRACO Farm gained attention from the public and established itself as a trustworthy place to enjoy agritourism. Meanwhile, Daang Hari Campgrounds Agritourism Farm (Esmeris Farm) in Liliw, Laguna, occupies 1 1⁄2 hectares of land from the 30-hectare land owned by the Esmeris family. Settled at the foot of Mt. Banahaw, the ambiance and atmosphere of the farm are easily favorites among customers. The farm offers a variety of activities such as camping and glamping, horseback riding, trekking, pick-and-pay, and many more exciting activities. Esmeris Farm also gained fame and recognition through social media and recommendations from local government units (LGUs).

The results also show that the age classification of the employees working in agritourism farms is 43 years old and above, indicating they belong to Generation X and Baby Boomers. Consequently, given that the majority of the age group is above 43 years old, most respondents are also married. The gender of the employees varied, with half of the respondents being male and the other half female, while one respondent identified as transgender. The highest educational attainment of these employees also varied; some employees finished elementary, junior high school, senior high school, and college. However, some respondents chose not to disclose their educational attainment. Additionally, the majority of the respondents have been in their current workplace for 2 to 5 years. Furthermore, some of the socio-demographic characteristics of the respondents show implications that affect employee retention. The monthly income level of the employees in both farms are all below 10,000.

GRACO Farm and Esmeris Farm have employees for specific jobs around the farm. There are employees who are assigned to do the admin work, and farm maintenance. The administrative staff of Esmeris Farm handle attendance, entrance/reception duties, record keeping, booking arrangements, and payroll management. They also oversee farm operations, supervise staff, manage the farm, conduct employee training, and handle government document filing. In contrast, the field staff are involved in sap gathering, carpentry, general maintenance, vegetable cultivation, and field clearing. They also assist with farm maintenance, livestock care (primarily goats and chickens), and various repair and construction tasks on the farm. The administrative staff are responsible for managing attendance, payroll, supervision, overseeing the entire farm operation, farm management, employee training, and filing government documents. The farm staff handle farm maintenance, livestock care (mainly goats and chickens), repairs, and various construction tasks around the farm.

Training and development are important aspects of ensuring that employees grow alongside the farm. Both farms offer training for their employees. Esmeris Farm provides in-house training hosted by external resources from LGUs, the Philippine Coconut Association, and Laguna State University, which offers agriculture, tourism, and management training and seminars. Recently, they sent one employee to a perfume- making training for a new product they are now offering. On the other hand, GRACO Farm's basic training includes learning good manners, proper conduct, and being presentable in front of guests. They also conduct in-house training focusing on goats and chickens, along with providing technical support for these animals. External training sessions, frequently led by DA-ATI, are attended by the manager since the employees are directly needed on the farm.

From the survey questionnaire, job satisfaction, work environment, training and development, rewards and compensation, and supervisor support were all influencing factors that affect the employee retention of the employees in the selected agritourism in Laguna. The result from the questionnaire shows that the employees within the agritourism farms strongly agree with rewards and compensation as a factor that affects their retention within their work with 24.5% responses. Training and development followed with 22.25% respondents agreeing with the statements pertaining to training and development. 22.33% agreed with the job satisfaction statements. Furthermore, supervisor support got 22%. Lastly, the work environment got 21%. This shows that the factors presented in the study were all an impactful factor that affects the retention of the employees within the agribusiness sector.

From the collected data, it can be concluded that the survey results, collected from employees, and insights gathered from follow-up interviews with the owner and manager of the two farms, demonstrated consistency. Furthermore, these findings aligned with existing literature on factors influencing employee retention.

From the results from the survey and interview with the owner and manager of the two farms, the researcher recommends that the owners and managers must take the time to understand employee's needs in capacity-building, and consequently, have the capability to fulfill those needs. This entails establishing a systematic rewards and compensation system, relevant training, and development programs, healthy supervisor support, fulfilling job satisfaction, and a conducive work environment. Providing these enhancements within the workplace encourages employees to stay with the farms for an extended period. Therefore, management should prioritize strategic and effective needs assessment to address all employee needs, contributing to long-term success for the farms. For future researchers, it is recommended to focus on different farms in Laguna that were not included in this study. They can also explore agritourism farms that are not accredited by the Department of Tourism. Additionally, it is advisable for future researchers to investigate various factors that may influence employee retention, as there are numerous underlying reasons why employees choose to remain in their positions. Lastly, it is suggested to explore studies on millennial employees of agritourism farms, given that millennials are increasingly dominating the workforce and are more prone to job changes.

Language

English

LC Subject

Agritourism, Employee retention—Case studies

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 E44

Document Type

Thesis

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