SUSTAINABILITY OF LA PAZ BATCHOY IN ILOILO CITY

Abstract

The study aimed to provide insight into the sustainability of La Paz Batchoy noodle soup as iconic dish of Iloilo city. The study sought to answer the characteristics of Ilonggo’s La Paz Batchoy businesses, attributes of La Paz Batchoy product in terms of taste authenticity, gastronomic experience, local and foreign food satisfaction, revisit intention, contribution in local economy as paid taxes, employment opportunity, local ingredients, their strategies, the challenges they encounter, and action plan that will sustain business operation and profitability. The researcher believed that accurate result could be best obtained using the mixed method embedded approach in a one phase which the researcher wants to nest qualitative result to quantitative findings. These informants were the following: fifteen (15) business owners, three (3) Iloilo City Local Government Unit (LGU), one (1) Official of Food and Tourism Industry, one (1) worker for each La Paz Batchoy store and stall. While sixty (60) local and foreign tourist’s respondents participated in survey in a period of two months.

Results revealed that La Paz Batchoy business operation in more than 15 years was profitable. The aid of enhanced program of Iloilo city local government can sustain the business operation and gain local economic growth. Through definite business action plan, entrepreneurs can further capitalize on La Paz Batchoy noodle soup and sustain its profitability.