Chapter I I.

Rationale According to Food writer Mark Kurlansky Food is about agriculture, about ecology, about mans relationship with nature, about the climate, about nation-building, cultural struggles, friends and enemies, alliances, wars, religion. It is about memory and tradition. Some may choose to eat meat rather than vegetables. Others may be into salty while others are into sweets. Others may likely to have their meals at home or sometimes in food establishments like restaurants or fast food. Also some vary their food based on their diet. People may have their own reason about choosing their food. There is a long tradition of research into consumers food perception. As people are growing, their perception changes from time to time, depending to what age, gender, status in life, culture, etc. From the previous years that we have been colonized by different countries, acculturation happened where in our food preparation and techniques improved making the foreigners visit our country (the Philippines) because of our local cuisine. According to the article Philippines : Philippine Food from

http//:www.tripadvisor.com , the traditional and real Filipino food came from the adaptation of Chinese food and introduction of Spanish/Mexican. Spanish cooking is the main influence in Philippine dishes. The Spanish made a lasting impact on the way of life

in the Philippines. They introduced many of their foods and special festive dishes so that now the cuisine of the Philippines is as much influenced by Spanish tastes as it is try the Malay and Chinese way of cooking said by (Fernando). Despite the absence of an established Filipino cuisine, the Philippines is still known for specific delicacies such as for sisig, ensalada, atchara, kilawin, for main dish sinigang, kare-kare, adobo, lechon, and pinakbet and for dessert suman, kutsinta, bibingka, puto, sapin-sapin. Whenever tourists visit Philippines, it has become a tradition to offer them these foods. (Robert-Bermosa.blogpost.com). Based on the Department of Tourism Travel and Tourism Statistics 2011, Korean and American are the top two nationalities who frequently visited the Philippines. The DOT also specified their reasons for their visit such as for holiday vacations and business-related transactions. During their stay in the Philippines, it is just normal for them to try either one of the countrys delicacies. This study aims to determine the perception and attitudes of foreigners towards Filipino delicacies. General Objective The researchers basically want to determine the perception and attitudes of Korean and American tourists towards Filipino delicacies in order to obtain which among these Filipino delicacies would be marketable for future business owners, specifically; it seeks to answer the following: 1. What is the demographic profile of the respondents in terms of:

a. b. c. 2. namely: 3.

Gender Nationality Length of Stay

What is the perception and attitude of the respondents toward Filipino delicacy

Appetizer (Ensalada, Atsara, Sisig, Kilawin) Main Course (Sinigang, Kare-kare, Adobo, Lechon, Bicol Express) Dessert (Puto, Bibingka, Suman, Kutsinta, Sapin-Sapin) What is the perception and attitude of Americans and Koreans toward Filipino

delicacy when grouped according to their demographic profile? III. Significance of the Study The study is all about American and Koreans perception and attitude towards Filipino delicacies. The study will influence on what Filipino delicacies are most favourable by Americans and Koreans, making an outcome to those who want to put up a business on what food or dishes could be included in the restaurant menu that will be suitable to those Americans and Koreans that are settled or visits our country. The study would benefit the students and future researchers that will serve as their guide and as source of information for the possible topic. It will also help our government to have

some idea on how and what should improve to our delicacy that will pull up the tourism in the Philippines.

IV.

Scope and Delimitation of the Study The study focuses on the factors of the Perception and Attitude of two different

nationalities, the American and Koreans. The researchers came up with these nationalities because according to the 2011 Travel and Tourism statistics (from Department of Tourism) they are the top two tourists who most visit Philippines. The researchers will discuss the relationship of the perception and attitude with their demographic profile. \ The researchers choose the Filipino delicacy instead of Filipino cuisine because the Philippines do not have Filipino Cuisine. The Filipino foods are adopted only from the different nationalities that colonized it. In order to attain this information, the researchers conducted a survey with respondents composing of the said nationalities, the American and Korean. The study doesnt have a specific age requirement when it comes to age of the respondents.

V.

Conceptual Framework Input Related literature American and Korean Attitude towards Food and their Eating Habits and Preferences Filipino Delicacies Self-made survey Fig.1 Schematic Diagram of the Conceptual Framework The input discusses the Perception and Attitude of the Americans and Koreans toward selected Filipino delicacy from appetizer, main course and dessert. The data was Process Researchers will distribute survey questionnaire to the American, and Koreans Output Determine the perception and attitude of the selected nationality toward Filipino Delicacy

gathered by a quota sampling through the means of a survey conducted 50 persons from each category. The output contains the result of the survey. VI. Definition of Terms ACCULTURATION -A process of intercultural borrowing marked by the continues transmission of traits and elements between diverse people and resulting in new and blended patterns. ATTITUDE - The way you think and feel about it, especially when this shows in the way you behave. APPETIZER - The first course of a meal, it consists of a small amount of food. APPEARANCE - This is sensory appeal a dish has CUISINE - The style of cooking that is characteristic of that place CULTURE - Consists of activities such as the arts and philosophy, which are considered to be important for the development of civilizations and of peoples minds. DELICACY Something pleasing and appealing specially in the choose of food. DEMOGRAPHIC - Statistics relating to the people who live there. DESSERT - Something sweet, such as fruit or a pudding that you eat at the end of a meal.

DIET - The type and range of food that you regularly ETHNICITY - The state or fact of belonging to a particular ethnic EXPENDITURE - The action of spending funds; an amount of money spent. EXPLORATION - The action of travelling in or through an unfamiliar area in order to learn about it.

PERCEPTION - The way you think about it or the impression you have of it. MARKETABALE - Of or pertaining or buying: marketable values; marketable areas

PALATABILITY - Acceptable or agreeable to the palate or taste; savory: palatable food

CHAPTER II Review of Related Literature Introduction Food is anything people eat that provides nourishment. The concept of food is as varied as there societal groupings. The incoming of food is multi-faceted. It is something that should not only alleviate hunger and nourish the body, but it must also satisfy the human senses so that eating is pleasurable. According to McWilliams and Heller (2003), food should not to be thought as just a way of attaining nutrients that are essential to life; if that is the case the vital refinement of the things that influence people to eat will be overlooked. It will be overly simplistic if a meal will be given to a person according to his age and gender to provide the nutrients his body meets, regardless of the pleasure that the food should add in a persons life. Preferred and all too familiar flavors, texture, and aromas offer instant pleasure and also prompt happy memories people and places connected with these facts.

A far back as 1.7 million years ago, early humans were regularly eating animals and plants and were apparently sharing food with the whole tribe. The discovery of the fire enables man to cook food, making it more digestible, more sanitary and better tasting. Variations in food preparation methods also develop along side. The foods available today are the results of bio-culture evaluation back to early man. (Nem Singh, 2005). People eat what they like. They like what they know and what tastes good to them. The knowledge about foods and meals is established for each person by his culture, his family background, and his breadth of experiences, including his level of education. According to Kittler & Sucher (2008), everyone has particular likes and dislikes pertaining to foods that have evolved over time, and these preference concerns the personal experience of a person, like encouragement to eat, acknowledging family customs and rituals, product marketing, and personal attitude. Another factor is the cultural influence. Cultural is widely defined as an accepted values, beliefs, and attitude of a certain community or group of individuals. There is a guideline that a cultural group sets regarding what food is acceptable in their society. Social influence is also one of the factors influencing the behavior of an individual. Included in the social factors involved in eating habits of an individual are the reference group such as family, friends, neighbor and co-worker (Kotler, 2003). Economic influences are said to be part of the factors that influence the eating habits of people. Under economic influences are the money, values, and consumer skills (www.faqs.org/nutrition). An important symbol of food function is cultural identity. One can be easily classified in which group he belongs by the foods he eats. Like in Middle East, a person

who eats pork may be a Christian or Orthodox. A family that eats raviolis served with roast turkey may be an Italian-American family while Mexican-American family may dine with tamales and turkey. Foods that are connected with ones culture are usually introduced during childhood and give a feeling security. Thus, a person gives a special worth to the food. This food often refers as comfort food as they fulfill the psychological need for food familiarity (Kittler & Sucher, 2008). Also according to Kittler & Sucher (2008), culture is acquired through learning and not inherited. It is passed from one generation to another through the process called enculturation. Culture is adaptation of set of environmental condition and cultural behavior patterns through isolation in a particular place or set apart by socio-economic status. Cultural forces according to Bennion & Sucher (2008) mold ones food behaviors. Foods are eaten in combination of other foods are in accordance with a persons culture. Food customs also include the attitude of food preparation, the way the food will be devoured, the time and the place it will be consumed. In addition, culture does not always stay as it is; it changes from time to time, in one place to another according to social dynamics. Ethnicity is the fusion of race, people or cultural group (McWilliams & Heller, 2003), associated with patterns of shared behaviour, which includes food habits, dress, language, family structure and religious affiliation. People from an ethnic group may have a common heritage through locality or history that derives them to be involved in other cultural group in larger social system. When a person belonging from one ethnicity moved to another area which possess a different cultural identity that he has, adaptation to the new culture began. In the beginning, the person who moved to another area adapts

another norms which are far from he made to accept, but still surrounded by the culture values and practices from his ethnic background origin (Kittler & Sucher, 2008). Culture and ethnicity are important foundations of understanding food and people. Knowledge of the diverse cultures of ethnic group and recognition of cultural opulence that is part of the food patterns do not just give delight but also to improve and establish the skill of food professionals to work harmoniously and efficiently with people belonging in diverse culture (McWilliams & Heller, 2003). Based on the article of Mervin04 (2011), the analysis revealed that both Koreans and Filipinos viewed Menu Price as the most important attribute. Next important attributes, in Korea were followed by brand, food-related factors and service and hygiene-related factors, while in the Philippines; they were food-related factors, service and hygiene-related factors and brand. During the Spanish colonization, Filipinos learned to eat Spanish food and use different kinds of spices. This was also the start of the spice trade between Spain, the Philippines, and Tidorein Maluka (Mollucas). The Chinese also traded with the Filipinos as early as the 15th century. Later on, Americans came and introduced American food which was welcomed and immediately embraced by the Filipinos. According from the Philippine Fact Book, consumers select varying ways to meet their needs sometimes because of differences in perception, how we gather and interpret information from the world around us. Based on Guzman (1985), many factors affect the perception of the consumers towards food. Some are visual perception, odor detection, taste stimuli and tactile sensation.

Americans want their food to be quick, convenient, and cheap; regardless of whether they buy it at a supermarket or a local fast-food franchise. Americans like things that are fast and easy, requiring minimal personal or economic sacrifice. Americans also value looking good and choose foods that look good. Some are even willing to spend a lot of money for food that makes them look good as when they eat in expensive restaurants. The characteristics of Americas dominant food culture are cost, convenience and appearance (Ikerd, 2012). In addition, Americans are stuck on sugar, and sugar of some kind (such as fructose or sucrose) is added to most packaged foods. Its hard to find a snack that isnt sweet and even some main course dishes are served with a sweet such as pancakes with maple syrup and lamb with mint jelly. American pastries are very sweet, and American eat sweet desserts much more regularly than most other people. (Wanning,1991). Based on the study of Drewnowski et al., current U.S. estimates have shown that the consumption of added sugars accounted for 15.9% (60g/d) of energy in the diets of children aged 2-5 y and 18.6% (90g/d) of energy in the diets of children aged 6-11 y. The bulk of sugar was provided by energy-containing beverages, including sugar-sweetened sodas and flavored milk, which are substantial source of added sugars in the diets of children aged 2-11 y. Adolescent males consumed the most added sugars, primarily from sweetened grains, sweet beverages and sodas, table sugars, syrups, snacks and candies, and milk products. Added sugar consumption decreased after adolescence and was much reduced in adult life. According to Wright (1980), in Korea more time is spent preparing ingredients (chopping, slicing and marinating) than cooking. In many cases, particularly vegetables,

the ingredients are literally shown to the pan and taken out again. The Koreans like to eat their vegetables almost raw and their meat and fish are usually so finely sliced that these too, take very little time to cook. Korean cookery, great is placed on very fine cutting. This art, coupled with the decorative cutting of vegetables for garnish and fresh fruit for pure beauty, is the first element of cuisine learned by a Korean girl. In addition to that garnishes are used to enhance the attractiveness of a dish and stimulate ones appetite (Korean Tourism Organization, 2008). Korean food has many different flavors, from chili-hot to delicately subtle, but the overall impression for the new comer to the Korean table is one of the sweetness, found in such dishes as Bulgogi and Thak Tuigim Jang. The taste of Korean food is unique, but not so remote from Western dishes which combine sweet foods, such as fruit, with meat and poultry. The sweetness, or maybe the sheer satisfaction of eating Korean food maybe the reason why desserts as we know them do not feature in a Korean meal. In fact Koreans will often eat fruit and rice cakes before a meal, and will finish with a plate decoratively cut fruit. (Wright, 1980) Tourist and expatriates may be pleasantly surprised when scanning prices in the local food markets and restaurants. Even though the Organization for Economic Cooperation and Development reported a high increase in food costs for 2009 (7.6 percent compared to the United States 0.5 percent increase), you can still eat very well in Korea for a small amount of money. Korean restaurants are usually very inexpensive. In the United States, patrons often pay high prices for a fancy ambiance and one-of-a-kind dishes. However, locals will tell you that the best Korean food is often served at a crowded corner eatery (traveltips.usatoday.com/cost-food-korea-12827.html).

Attitude is a persons point of view toward something. The something may be a product, an advertisement, a salesperson, a firm, or an idea. Attitudes are an important topic for marketers because attitudes affect the selective process, learning, and eventually the buying decisions people make (Guzman, 1985). Different groups may have completely different attitudes toward given food. For example, grasshoppers are considered a rare delicacy in certain Middle Eastern societies; most Americans cringe at the thought of eating this insect. Americans will eat only eggs which are fresh. Americans attitudes towards food could be said that it varies towards different groups such as race, age, lifestyles, etc. one thing could be said that at a point they all eat fast food for different reasons. In the American culture, Americans like everything big. Statistics have shown that the United States is one of the fattest countries in the world, nearly 100 million are overweight or obese, thats more than 60% of all adults (Super Size Me, 2004). However, these Americans are searching for foods that will reflect a different set of ethical values, not just in the food itself, but also in how their food is produced and who benefits and suffers as a consequence of its production. This new food culture is but one dimension of a whole new American culture. In their new book, The Cultural Creatives, Paul Ray and Sherry Anderson provide compelling evidence that some fifty million Americans are now leading the way in creating this new American culture. Labeling has become an important public policy issue worldwide. In the United States, truthful labeling has been used to provide consumers with information on calories, nutrients, and food ingredients (Huffman et al., 2003).

Another is the lifestyle of todays sophisticated South Korean consumer blends both traditional and contemporary elements. Traditionally, South Korean consumers were homogenous in nature; however they now appear to be rapidly embracing international influences, particularly with respect to food. Higher levels of education, travel abroad, international tourists, and technology, have helped to broaden horizons and open the door to new and innovative products (Agriculture and Agri-Food Canada, 2011). The evolution of Koreas dietary traditions clearly reflects that nations turbulent history. Geography and environment plat a decisive role in determining the foundation of a nations dietary culture, whereas complex political, economic, and social conditions and interactions with other cultures contribute to further development. Korean dietary patterns, traditions, and customs can be described as deeply rooted and not easily changed (Kiple & Ornelas, 2000). But based on Tan (2003), the Korean diet has changed much over the past few decades, and with more Koreans travelling abroad, as well as foreigners in turn visiting South Korea and its more exclusive neighbour to the north, taste buds are being shaped by the introduction of international foods. According to Solomon (1996), Demographics are statistics that quantify the nature of population, such as birth rate, age distribution and income. One of the characteristics of demographic is age. Consumers vary their needs according to their age; different age groups have different preferences. Gender is conspicuously a characteristic of demographic that affects the decision of a person.

Based on the study of Greene et al., the diet of the adolescent also became more varied with his with his or her increased social participation and employment. The adolescents diet complexity was not related to age, sex, family size or the number of his or her nutritional channels. While as for women according to Cosper and Wakefield, they found that husbands exert the major influence on whether or not the wife tries a new food. Personal preferences influenced many women in the selection of fruit. Also the study of Wansink and Cheney (2003) tells that younger people preferred more snackrelated comfort foods while older people preferred meal-related foods. Tourism is a powerful force in the socio-economic development of many countries, both mature industrial economies and developing economics. For more than half of the 178 nations represented in the United Nations, tourism is either the first or the second largest business. With 760 million tourist spending US$800 billion annually, tourism contributes approximately 15% to total global GDP and has created 250 million jobs worldwide (Lagman, 2008). According also to Lagman (2008), tourism is a key element of the Philippine economy. According to the World Tourism Organization, its contribution to the Gross National Product averages 8.8 percent. It brings in the much-needed foreign exchange into the country. The Philippine Chamber of Commerce and Industry (PCCI) highlights tourism as key industry for the countrys economic development. As such, it is coordinating the private sectors initiative and the government program to leapfrog the growth of the tourism industry.

Despite a decline in the number of visitors in the year 2000, there are signs that tourism is making a comeback in the Philippines. Based on the Travel and Tourism Statistics 2011 of the Department of Tourism, the most visitor nationality and percentage purpose in the Philippines is as following: A mixture of Malay, Chinese and Spanish, with just a touch of American influence, is the combination that makes the food of the Philippines and the people themselves the exotic blend of East and West that they are (Solomon, 1976). According to Fernando (1976), Spanish cooking is the main influence in Philippine dishes. The Spanish made a lasting impact on the way of life in the Philippines. They introduced many of their foods and special festive dishes so that now the cuisine of the Philippines is as much influenced by Spanish tastes as it is try the Malay and Chinese way of cooking. The more than 7,100 islands of the Philippines Archipelago and the fact that the foreigners landed in different parts of the islands with Malaysian concentrating in the Mindanao and Visayan and the Chinese, Indians and Arabians in the Luzon Islands, are the main reasons why there are pronounced variations in the dishes served in the different areas of the country. The Spaniards, Americans, Japanese, in the course of their colonization brought along their own characteristics ways of cooking and eating. The Filipinos were able to adopt the foreign ways without discarding their own (Belmonte & Mundo, 1987). According to Fernandez (1994), the Filipino is often hard to put to say just what Philippine food is. In his home and restaurant menus are found dishes with vernacular names like laing amd paklay, Spanish names like embutido and mechado, Chinese names

like tokwa and bihon all companionably coexisting. The reason for the confusion is that Philippine cuisine, dynamic as any live and growing phase of culture, has changed through history, absorbing influences, indigenizing, adjusting to new technology and tastes, and thus evolving. The particular aspect of cultural borrowing and change bears investigation; not only are the results of immediate and gut-level concern to every Filipino, but the process is one in which not only a few, but the greater majority of Filipinos, participated. It was a conscious and yet unconscious cultural reaction, in that borrowers knew that they were cooking foreign dishes while making it their own. For example, pancit from a Chinese noodle dish, is now the signature of many a town or region (pancit Malabon, pancit Marilao, pancit habhab of Lucban). That certainly shows that both evolution and creation have been involved. In the Philippines as in the rest of Asia, the parts of a meal are not divided into appetizers, soups, and so on. Rather, all the dishes are served on the table and one many freely partake of the food in no particular order. The different courses may be taken simultaneously and repeatedly. Furthermore, for Filipinos appetizers are not customary as they are thought to reduce ones appetite for the main meal. The closest thing to the Western appetizer is pulutan or pampagana, or food to accompany an alcoholic drink, or a side dish similar to the Spanish tapas. Note that by serving small portions, one can make an appetizer as well out of the kinilaw and sisig. (Alejandro, 2004) The Filipino delicacies in terms of their main course are consists of soups, poultry, meat and vegetables. According to Alejandro (2004), the traditional Filipino way of taking soup is neither at the start of a meal is Western fashion , nor at the end of the meal in Chinese fashion rather, it is taken throughout the meal and together with the other

dishes laid out family style on the table. Traditional Filipino soups cannot be divorced from the main course as it is often the try-product of cooking the main course, for boiling is one of the time-honored cooking methods common throughout the country. One of the best examples is sinigang. The Filipinos consumption of poultry spans many centuries, starting with wild foul which owing to the relative ease in catching them. Their prosperity to flock and their flexible omnivorous diet were more easily domesticated (Alejandro, 2004). One of the famous dish is adobo, considered by many, a Philippine rational dish. Its ethnology is the French adouber which originally meant to construct, to leather, to dress foods.

Spaniards introduced adobar with its marinade, but using island vinegar in the Philippines rather than the grape wine as in the home country (Barreto & Calalang, 2008). The first meats Filipinos ate were came from the wild wild boar (baboy damo), deer (usa), civet cat (musang), monitor lizard ( bayawak), python (sawa), and the like. A relative of the wild boar, the pig, due to ease in domesticating and the versatile flavor if its meat has retained its popularity today. Foreign influences particularly from the Chinese, also aided in promoting pork in the country early on. One famous Philippine dish of Chinese origin is lechon that remain popular today. In time, beef seems to have been popularized by the Spaniards. One of the best dish is kare-kare (Alejandro,2004). Vegetables, in Filipino, this translates to gulay (Alejandro, 2004). According to Barreto and Calalang (2008), Filipino vegetables are rarely served raw. Traditional Filipino vegetable dishes are not truly vegetarian because lots of meat and sea foods are

always added as well as fish sauce, fish paste, or shrimp paste. And best example of this is pinakbet. Himagas means something sweet and is today used to mean dessert. Upon

Spanish contact, Filipinos already ate all manner of sweetened rice. These most likely were a mix of their Malay and a sprinkling of Chinese cultures. One Spanish contribution to Filipino is an even greater appetite for sweets. The Philippine is well known for its delicious rice cake called the bibingka, suman, and the biko.(Wasan, 2011) Several years ago, even top Filipino chefs in a Los Angeles Times article were quoted about the difficulties of Filipino food assimilating into the mainstream culture. One chef was quoted as saying that Filipino food is not visually appealing, since most Filipino dishes are stewed, brown and oily and fried. Chef Cecilia De Castro, owner of the Academy of Culinary Education, said Filipino food is ready to hit the mainstream but if they [the Filipino chefs in the LA times article] dont think Filipino food is ready for prime time how do you expect the rest of the world to think it is ready for prime time? From my experience, non-Filipinos think our food is great, in a previous interview with the Asian Journal. We need more Filipinos to support Filipinos to support Filipino cuisines especially in fine dining. Unfortunately, we are the last ones to support our community. But having Zimmerns seal of approval may change the perception of Filipino food. Zimmern believes that the mainstream is now ready to accept Filipino food (Pimentel, 2012). When it comes to early Filipino food, most of the tourists are pleasantly surprised to see how fast they can develop a taste for Filipino food. Much of Filipino foods are

dishes adapted from the settlers then continually refined and taste-tested to suit Filipino tastes. Some recognizable as spawns of foreign cuisine, some dishes inspired by resourceful minds, while some are meant to be eaten with eyes closed for the foreign tourists (Western, 2011). A study from Eric Wolf, president of the International Culinary Tourism Association, has said that 53% of tourist worldwide had ranked eating traditional dishes as a very important travel consideration. And he added that 80% of tourists typically miss meals in their hotels or resorts to try out local restaurants. The Philippine food remains one of the countrys best kept secret which is relatively unknown in many parts of the world. As if to corroborate the saying the surest way to a mans heart is through his stomach, the Department of Tourism under the stewardship of Secretary Joseph Ace Durano recently launched Culinary Tourism dubbed as Kulinarya Filipina as part of the Cultural Tourism Program. This program hopes to introduce the Philippine flavors to domestic and international scene and aims to promote the country as a culinarydestination

(www.tourism.gov.ph/Pages/KulinaryaFoodTrips.aspx).

CHAPTER III METHODOLOGY I. Research Design The research method used in this study is the descriptive method. Descriptive research is a research design wherein events are recorded, described, interpreted, analyzed and compared (Castillo, 2002). Its objective is to describe systematically a situation, condition or area of interest factually and accurately. Descriptive designs include observation, surveys, and interviews, standardized tests, and cased studies.

Specifically, the survey type of research was used to determine the perception and attitude of the American and Korean toward Filipino delicacy (appetizer, main dish, and dessert). The researchers used to common type of design which is survey. The numbers for the questionnaire regarding perception are 1-10 and for the attitudes are 11- 20. The questionnaires are randomly distributed to the tourist that has been said.

II.

Sources of Data The primary source of date was the result of a survey that has been conducted among the two different nationalities, American and Korean. The gathering of Information was done using such textbooks, theses, manuals, internet, and other reading materials in order to establish a concise outcome.

III.

Instrument The researchers utilized a self-made survey using a scaling type of English questionnaire consisting of 20 questions that is divided into two parts. The first part deals with the perception of the two said nationalities toward the Filipino delicacy. The second part deals with the attitude of two said nationalities toward the Filipino delicacy. According to the 5-point Likert scaling system, the respondents will measure the specified Filipino delicacy from the appetizer, main dish, and dessert.

IV.

Sampling Procedure The researchers used the non-random sampling techniques to gather needed participants for the study. To select its respondents, the researchers used two sampling techniques, the Quota and Convenience Sampling. The research is a convenience sampling method were key informants are only chosen when they happen to be at the establishment at the day and time of the survey. Quota sampling because the researchers have the specific target number, a total of 60

respondents from each said nationalities were randomly selected to make up the sample. Data gathered from this research instrument were then computed for interpretation. Koreans = 60 respondents Americans= 60 respondents ________________________________ Total= 120 respondents

Table 1 VISITOR ARRIVAL VOLUME 2010/2011

COUNTRY
Korea

2011 925,204 624,527 375,496 243,137 181,738 170,736 137,802 117,423 112,106 104,466 91,752 61,193 42,844 41,013 37,862 207,152 443,003 3,917,454

2010 740,622 600,165 358,744 187,446 142,455 147,469 121,083 106,345 133,746 96,925 79,694 58,725 34,581 40,928 36,713 228,445 406,385 3,520,471

USA Japan China Taiwan Australia Singapore Canada Hong Kong United Kingdom Malaysia Germany India Guam Thailand Overseas Filipinos Others/ Unspecified TOTAL

% INC/DEC 24.92 4.06 4.67 29.71 27.58 15.78 13.81 10.42 -16.18 7.78 15.13 4.20 23.89 0.21 3.13 -9.32 9.01 11.28

Sources A/D Cards and Shipping Manifests Table 1 shows that Korean and American is the top two tourist here in the Philippines. The researchers decide this to be the respondents of the study since their are the once who most visits the Philippines.

PURPOSE OF VISIT (%) Holiday Visit Friends/Relatives Business Official Mission Health/Medical Convention Incentive Education/Studies Others/Not Specified 40.63 9.31 9.43 0.09 0.16 0.85 0.01 0.47 39.05

V.

Analysis of Data Data will be analyzed in the light of the general objective of the study. Significant relationships of date gathered will be established and analyzed. The consensus and collective perception of the respondents will be reviewed preparatory to the formulation pf the output of the study.

VI.

Statistical Treatment In finding the result, the percentage system was used as the statistical treatment. All questions will determine the perception and attitude of the nationalities toward Filipino delicacy. The items were encircled by the respondents. In that way, the researchers were able to identify the perception and

attitude of the Americans and Koreans toward Filipino delicacy. The answer of the respondent will be tallied and computed by using this equation: Percentage Frequency P = n/N x 100%

CHAPTER 4 RESULTS AND DISCUSSION This chapter contains the survey presentation, analysis and interpretation of the data. The researchers intended to determine the perception and attitude of Filipino delicacy through the two nationalities (American and Korean) that most visited the Philippines. It is categories from appetizer, main course and dessert. The total number of respondents 60 from American, compose of 28 Female American and 32 Male American, and 60 from Korean, compose of 26 Female Korean and 34 Male Korean.

Figure 1.1 Female American

50% 40% 30% 20% 10% 0% 0% 4% 14% 0% 3% 46% 36% Never Rarely Sometimes 11% 0% 3% Dessert 11% Frequently Always 43% 43% 43% 43%

Appetizer

Main Course

Figure 1.1 shows the answer of Female American in the first question in the questionnaire. They find the specified Filipino delicacy more appetizing in Appetizer which consist of different delicacies such as ensalada, atsara, kilawin and sisig and rather than Main Course and Dessert. Americans also value looking good and choose foods that look good. (Ikerd, 2012)

Figure 1.2 Female Korean

Figure 1.2 shows the answer of Female Korean in the first question in the questionnaire. They find the specified Filipino delicacy more appetizing in Appetizer and next were the Dessert which consist of suman, kutsinta, bibingka, puto, sapin-sapin rather than Main Course. With todays increasing concern for healthy eating, but continued interest in enjoyment of a variety of dishes, appetizers play a special role. Today, there is a trend toward grazing, where one takes a small portion, perhaps four bites, of each of several plates. (Alejandro, 2004) Figure 1.3 Male American

Figure 1.3 shows the answer of Male American in the first question in the questionnaire. They find the specified Filipino delicacy more appetizing in Appetizer which consist of different delicacies such as ensalada, atsara, kilawin, sisig rather than Main Course and Dessert. Americans also value looking good and choose foods that look good. (Ikerd, 2012)

Figure 1.4 Male Korean

Figure 1.4 shows the answer of Male Korean in the first question in the questionnaire. They find the specified Filipino delicacy more appetizing in Appetizer, next was Main Course and then Dessert. With todays increasing concern for healthy eating, but continued interest in enjoyment of a variety of dishes, appetizers play a special role. Today, there is a trend toward grazing, where one takes a small portion, perhaps four bites, of each of several plates. (Alejandro, 2004) Figure 2.1 Female American

Figure 2.1 shows the answer of Female American in the second question in the questionnaire. They find the specified Filipino delicacy more delicious in Main Course which consist of different foods like sinigang, kare-kare, adobo, lechon and pinakbet next were Appetizer and then Dessert. In the West, meat is traditionally considered superior to fish and shellfish. This is why the Christian fast prohibits all types of meat (and poultry). (Alejandro, 2004) Figure 2.2 Female Korean

Figure 2.2 shows the answer of Female Korean in the second question in the questionnaire. They find the specified Filipino delicacy more delicious in Dessert which consist

of different foods like suman, kutsinta, bibingka, puto, and sapin-sapin next were Appetizer and then Main Course. Koreans will often eat fruit and rice cakes, and will finish with a plate decoratively cut fruit. (Wright, 1980) Figure 2.3 Male American

Figure 2.3 shows the answer of Male American in the second question in the questionnaire. They find the specified Filipino delicacy more delicious in Main Course which consists of different foods like sinigang, kare-kare, adobo, lechon, and pinakbet next were Appetizer and then Dessert. In the West, meat is traditionally considered superior to fish and shellfish. This is why the Christian fast prohibits all types of meat (and poultry). (Alejandro, 2004)

Figure 2.4 Male Korean

Figure 2.4 shows the answer of Male Korean in the second question in the questionnaire. They find the specified Filipino delicacy delicious from Appetizer, Main Course and Dessert. Koreans eat many preserved foods, prepared to keep over wintertime. (Nenes, 2009) And addition to that Beef is the favorite meat on the Korean peninsula. (Tan, 2003) Figure 3.1 Female American

Figure 3.1 shows the answer of Female American in the third question in the questionnaire. They find the specified Filipino delicacy enjoyable to eat most is Appetizer rather than Main Course and Dessert.

According to Alejandro (2004), such side dishes enhance the enjoyment of the main course by providing contrast in both texture and flavor. Figure 3.2 Female Korean

Figure 3.2 shows the answer of Female Korean in the third question in the questionnaire. They find the specified Filipino delicacy enjoyable to eat most is the Dessert next is Appetizer and then Appetizer. Koreans will often eat fruit and rice cakes, and will finish with a plate decoratively cut fruit. (Wright, 1980)

Figure 3.3 Male American

Figure 3.3 shows the answer of Male American in the third question in the questionnaire. They find the specified Filipino delicacy enjoyable to eat most is the Appetizer next is Dessert and then Main Course. According to Alejandro (2004), such side dishes enhance the enjoyment of the main course by providing contrast in both texture and flavor. Figure 3.4 Male Korean

Figure 3.4 shows the answer of Male Korean in the third question in the questionnaire. They find the specified Filipino delicacy enjoyable to eat most is the Appetizer next is Dessert and Main Course.

According to Alejandro (2004), such side dishes enhance the enjoyment of the main course by providing contrast in both texture and flavor. Figure 4.1 Female American

Figure 4.1 shows the answer of Female American in the fourth question in the questionnaire. They find the specified Filipino delicacy remarkable/unforgettable is the Dessert next is Appetizer and then Main Course.

Most of the native treats are based on coconut milk such as suman, a mixture of glutinous rice, coconut milk and palm sugar, and bibingka, a delicious charcoal baked, sweet moist cake of infinite variations. (Belmonte & Del Mundo). Americans are stuck on sugar, and sugar of some kind (such as fructose or sucrose) is added to most packaged foods. American pastries are very sweet, and American eat sweet desserts much more regularly than most other people. (Wanning,1991) Which conclude that American find dessert remarkable/unforgettable because they love sweets.

Figure 4.2 Female Korean

Figure 4.2 shows the answer of Female Korean in the fourth question in the questionnaire. They find the specified Filipino delicacy remarkable/unforgettable is the Appetizer next is Main Course and then Dessert. It is the second most important component of a Korean meal, Kimchi, a pungent , fermented dish generally comprising cabbage, turnip or cucumbers seasoned with salt, garlic, onions, ginger, red pepper, and shellfish. (Joo-sik, Soo-woong, & Soo-ki, 1998) Also, According to Philippine Tourism, 2009, one of the Signatured dishes of the Philippines is Atchara or Pickled fruit or Vegetable, favourite side dish of sweetish and soury flavour that can accompany most Filipino dishes. The fruits and vegetable used in making atchara depend on season. Which conclude that the female Korean find remarkable in appetizer because of the similarities of their foods in Kimchi and Atsara which both consist of preserved vegetables. Figure 4.3 Male American

Figure 4.3 shows the answer of Male American in the fourth question in the questionnaire. They find the specified Filipino delicacy remarkable or unforgettable in Appetizer and Main Course rather than Dessert. As have mentioned in Figure 4.1 that Most of the native treats are based on coconut milk such as suman, a mixture of glutinous rice, coconut milk and palm sugar, and bibingka, a delicious charcoal baked, sweet moist cake of infinite variations. (Belmonte & Del Mundo). Americans are stuck on sugar, and sugar of some kind (such as fructose or sucrose) is added to most packaged foods. American pastries are very sweet, and American eat sweet desserts much more regularly than most other people. (Wanning,1991) As it is true in Figure 4.3 that American find dessert remarkable/unforgettable because they love sweets.

Figure 4.4 Male Korean

Figure 4.4 shows the answer of Male Korean in the fourth question in the questionnaire. They find the specified Filipino delicacy remarkable in Main Course, next is Appetizer and then Dessert. As have mentioned in Figure 4.2 It is the second most important component of a Korean meal, Kimchi, a pungent , fermented dish generally comprising cabbage, turnip or cucumbers seasoned with salt, garlic, onions, ginger, red pepper, and shellfish. (Joo-sik, Soo-woong, & Sooki, 1998) Also, According to Philippine Tourism, 2009, one of the Signatured dishes of the Philippines is Atchara or Pickled fruit or Vegetable, favourite side dish of sweetish and soury flavour that can accompany most Filipino dishes. The fruits and vegetable used in making atchara depend on season. As it is true in Figure 4.4 that the female Korean find remarkable in appetizer because of the similarities of their foods in Kimchi and Atsara which both consist of preserved vegetables. Figure 5.1 Female American

Figure 5.1 shows the answer of Female American in the fifth question in the questionnaire. They find the specified Filipino delicacy recommendable to the Natives from their country is Appetizer and Main Course rather than Dessert. (appetizer) As have mentioned in Figure 4.1 that Most of the native treats are based on coconut milk such as suman, a mixture of glutinous rice, coconut milk and palm sugar, and bibingka, a delicious charcoal baked, sweet moist cake of infinite variations. (Belmonte & Del Mundo). Americans are stuck on sugar, and sugar of some kind (such as fructose or sucrose) is added to most packaged foods. American pastries are very sweet, and American eat sweet desserts much more regularly than most other people. (Wanning,1991) As it is true in Figure 5.1 that American find dessert recommendable to their natives because they love sweets.

Figure 5.2 Female Korean

Figure 5.2 shows the answer of Female Korean in the fifth question in the questionnaire. They find the specified Filipino delicacy recommendable to the Natives from their country in Appetizer and Main Course rather than Dessert. As have mentioned in Figure 4.2 It is the second most important component of a Korean meal, Kimchi, a pungent , fermented dish generally comprising cabbage, turnip or cucumbers seasoned with salt, garlic, onions, ginger, red pepper, and shellfish. (Joo-sik, Soo-woong, & Sooki, 1998) Also, According to Philippine Tourism, 2009, one of the Signatured dishes of the Philippines is Atchara or Pickled fruit or Vegetable, favourite side dish of sweetish and soury flavour that can accompany most Filipino dishes. The fruits and vegetable used in making atchara depend on season. As it is true in Figure 5.2 that the female Korean find it recommendable to the natives in appetizer because of the similarities of their foods in Kimchi and Atsara which both consist of preserved vegetables.

Figure 5.3 Male American

Figure 5.3 shows the answer of Male American in the fifth question in the questionnaire. They find the specified Filipino delicacy recommendable to the Natives from their country in Dessert, next is Main Course and then Appetizer. As have mentioned in Figure 4.1 that Most of the native treats are based on coconut milk such as suman, a mixture of glutinous rice, coconut milk and palm sugar, and bibingka, a delicious charcoal baked, sweet moist cake of infinite variations. (Belmonte & Del Mundo). Americans are stuck on sugar, and sugar of some kind (such as fructose or sucrose) is added to most packaged foods. American pastries are very sweet, and American eat sweet desserts much more regularly than most other people. (Wanning,1991) As it is true in Figure 5.3 that American find dessert recommendable to their natives because they love sweets. Figure 5.4 Male Korean

Figure 5.4 shows the answer of Male Korean in the fifth question in the questionnaire. They find the specified Filipino delicacy recommendable to the Natives from their country in Appetizer, next is Main Course and then Dessert. As have mentioned in Figure 4.2 It is the second most important component of a Korean meal, Kimchi, a pungent , fermented dish generally comprising cabbage, turnip or cucumbers seasoned with salt, garlic, onions, ginger, red pepper, and shellfish. (Joo-sik, Soo-woong, & Sooki, 1998) Also, According to Philippine Tourism, 2009, one of the Signatured dishes of the Philippines is Atchara or Pickled fruit or Vegetable, favourite side dish of sweetish and soury flavour that can accompany most Filipino dishes. The fruits and vegetable used in making atchara depend on season. As it is true in Figure 5.4 that the female Korean find it recommendable to the natives in appetizer because of the similarities of their foods in Kimchi and Atsara which both consist of preserved vegetables.

Figure 6.1 Female American

Figure 6.1 shows the answer of Female American in the sixth question in the questionnaire. They find the specified Filipino delicacy affordable in Main Course rather than Appetizer and Dessert. American are willing to spend a lot of money for food that makes them look good as when they eat in expensive restaurants. (Ikerd, 2012). According to Fernandez, the variation are traceable to the character of, first, the natural resources --- the produce of different soils, and seas, plants and animals, and to the regional character of different island peoples --- separate, insular, fractionalized (and proud of their differences). Which conclude that American find Filipino delicacy affordable because of the natural resources that Philippines have.

Figure 6.2 Female Korean

Figure 6.2 shows the answer of Female Korean in the sixth question in the questionnaire. They find the specified Filipino delicacy affordable in Dessert rather than Appetizer and Main Course. Korean restaurants are usually very inexpensive. In the United States, patrons often pay high prices for a fancy ambiance and one-of-a-kind dishes. However, locals will tell you that the best Korean food is often served at a crowded corner eatery (traveltips.usatoday.com/cost-foodkorea-12827.html). As have mention in Figure 6.1 According to Fernandez, the variation are traceable to the character of, first, the natural resources --- the produce of different soils, and seas, plants and animals, and to the regional character of different island peoples --- separate, insular, fractionalized (and proud of their differences). As it is true in Figure 6.2 that they find Filipino delicacy affordable because of the natural resources that Philippines have. Figure 6.3 Male American

Figure 6.3 shows the answer of Male American in the sixth question in the questionnaire. They find the specified Filipino delicacy affordable in Main Course, next is Appetizer and then Dessert. As have mentioned in Figure 6.1 American are willing to spend a lot of money for food that makes them look good as when they eat in expensive restaurants. (Ikerd, 2012). According to Fernandez, the variation are traceable to the character of, first, the natural

resources --- the produce of different soils, and seas, plants and animals, and to the regional character of different island peoples --- separate, insular, fractionalized (and proud of their differences). As it is true in Figure 6.3 that American find Filipino delicacy affordable because of the natural resources that Philippines have. Figure 6.4 Male Korean

Figure 6.4 shows the answer of Male Korean in the sixth question in the questionnaire. They find the specified Filipino delicacy affordable in Main Course rather than Appetizer and Dessert. As have mentioned in Figure 6.2 Korean restaurants are usually very inexpensive. In the United States, patrons often pay high prices for a fancy ambiance and one-of-a-kind dishes. However, locals will tell you that the best Korean food is often served at a crowded corner eatery (traveltips.usatoday.com/cost-food-korea-12827.html). As it is true in Figure 6.4 that they find Filipino delicacy affordable because of the natural resources that Philippines have. Figure 7.1 Female American

Figure 7.1 shows the answer of Female American in the seventh question in the questionnaire. They find the specified Filipino delicacy fitting to their diet in Appetizer and Main Course, next is Dessert. In the American culture, Americans like everything big. Statistics have shown that the United States is one of the fattest countries in the world, nearly 100 million are overweight or obese, thats more than 60% of all adults (Super Size Me, 2004).

Figure 7.2 Female Korean

Figure 7.2 shows the answer of Female Korean in the seventh question in the questionnaire. They find the specified Filipino delicacy fitting to their diet in Dessert, next is Main Course and Appetizer. The Korean diet has changed much over the past few decades, and with more Koreans travelling abroad, as well as foreigners in turn visiting South Korea and its more exclusive neighbor to the north, taste buds are being shaped by the introduction of international foods. (Tan, 2003)

Figure 7.3 Male American

Figure 7.3 shows the answer of Male American in the seventh question in the questionnaire. They find the specified Filipino delicacy fitting to their diet in Appetizer and main Course rather than Dessert. In the American culture, Americans like everything big. Statistics have shown that the United States is one of the fattest countries in the world, nearly 100 million are overweight or obese, and thats more than 60% of all adults (Super Size Me, 2004).

Figure 7.4 Male Korean

Figure 7.4 shows the answer of Male Korean in the seventh question in the questionnaire. They find the specified Filipino delicacy fitting to their diet in Main Course and Dessert, rather than Appetizer. The Korean diet has changed much over the past few decades, and with more Koreans travelling abroad, as well as foreigners in turn visiting South Korea and its more exclusive neighbor to the north, taste buds are being shaped by the introduction of international foods. (Tan, 2003)

Figure 8.1 Female American

Figure 8.1 shows the answer of Female American in the eight question in the questionnaire. They find the specified Filipino delicacy similar to their countrys delicacy in Appetizer, next is Main Course and then Dessert.

Figure 8.2 Female Korean

Figure 8.2 shows the answer of Female Korean in the eight question in the questionnaire. They find the specified Filipino delicacy similar to their countrys delicacy in Appetizer rather than Main Course and Dessert.

Koreans eat many preserved foods, prepared to keep over wintertime. (Nenes, 2009) And beef is the favourite meat on the Korean peninsula and most frequently turns up as bulgogi. (Tan, 2003) Figure 8.3 Male American

Figure 8.3 shows the answer of

Male American in the eight question in the

questionnaire. They find the specified Filipino delicacy similar to their countrys delicacy in Appetizer, next is Main Course and then Dessert. Figure 8.4 Male Korean

Figure 8.4 shows the answer of Male Korean in the eight question in the questionnaire. They find the specified Filipino delicacy similar to their countrys delicacy in Appetizer, next is Dessert and then Main Course. Koreans eat many preserved foods, prepared to keep over wintertime. (Nenes, 2009) And beef is the favourite meat on the Korean peninsula and most frequently turns up as bulgogi. (Tan, 2003)

Figure 9.1 Female American

Figure 9.1 shows the answer of Female American in the nineth question in the questionnaire. They find the specified Filipino delicacy different to their countrys delicacy in Appetizer, next is Main Course and then Dessert. Americans want their food to be quick, convenient, and cheap; regardless of whether they buy it at a supermarket or a local fast-food franchise. (Ikerd, 2012) Figure 9.2 Female Korean

Figure 9.2 shows the answer of Female Korean in the nineth question in the questionnaire. They find the specified Filipino delicacy different to their countrys delicacy in Main Course and Dessert rather than Appetizer. Koreans cuisine is fragrantly spicy and hearty, with basic seasonings coming from garlic, ginger, black pepper, spring onions (scallions), soy sauce and sesame seeds. (Tan, 2004) Figure 9.3 Male American

Figure 9.3 shows the answer of Male American in the ninth question in the questionnaire. They find the specified Filipino delicacy different to their countrys delicacy in Appetizer, next is Dessert and then Main Course.

Americans want their food to be quick, convenient, and cheap; regardless of whether they buy it at a supermarket or a local fast-food franchise. (Ikerd, 2012) Figure 9.4 Male Korean

Figure 9.4 shows the answer of Male Korean in the nineth question in the questionnaire. They find the specified Filipino delicacy different to their countrys delicacy in Main Course, next is Dessert and then Appetizer. Koreans cuisine is fragrantly spicy and hearty, with basic seasonings coming from garlic, ginger, black pepper, spring onions (scallions), soy sauce and sesame seeds. (Tan, 2004) Figure 10.1 Female American

Figure 10.1 shows the answer of Female American in the tenth question in the questionnaire. They find ease in the specified Filipino delicacy in Main Course, next is Dessert and then Appetizer. Figure 10.2 Female Korean

Figure 10.2 shows the answer of Female Korean in the tenth question in the questionnaire. They find comfort in the specified Filipino delicacy in Appetizer, next is Dessert and then Main Course. Figure 10.3 Male American

Figure 10.3 shows the answer of Male American in the tenth question in the questionnaire. They find comfort in the specified Filipino delicacy in Appetizer, next is Dessert and then Main Course. Figure 10.4 Male Korean

Figure 10.4 shows the answer of Male Korean in the tenth question in the questionnaire. They find comfort in the specified Filipino delicacy in Main Course, next is Appetizer and then Dessert. Figure 11.1 Female American

Figure 11.1 shows the answer of Female American in the eleventh question in the questionnaire. The Filipino delicacy they eat most because it is available in area is Appetizer, next is Dessert, and then Main Course Figure 11.2 Female Korean

Figure 11.2 shows the answer of Female Korean in the eleventh question in the questionnaire. The Filipino delicacy they eat most because it is available in their area is Dessert and then Main Course rather than Appetizer. Figure 11.3 Male American

Figure 11.3 shows the answer of Male American in the eleventh question in the questionnaire. The Filipino delicacy they eat most because it is available in area is Dessert and Main Course rather than Appetizer. Figure 11.4 Male Korean

Figure 11.4 shows the answer of Male Korean in the eleventh question in the questionnaire. The Filipino delicacy they eat most because it is available in area is Main Course, next is Appetizer and then Dessert. Figure 12.1 Female American

Figure 12.1 shows the answer of Female American in the twelfth question in the questionnaire. The Filipino delicacy they eat most every time it is offered is Dessert rather than Appetizer and Main Course. Figure 12.2 Female Korean

Figure 12.2 shows the answer of Female Korean in the twelfth question in the questionnaire. The Filipino delicacy they eat most every time it is offered is Dessert, next is Appetizer and then Main Course. Figure 12.3 Male American

Figure 12.3 shows the answer of Male American in the twelfth question in the questionnaire. The Filipino delicacy they eat most every time it is offered is Dessert rather than Appetizer and Main Course. Figure 12.4 Male Korean

Figure 12.4 shows the answer of Male Korean in the twelfth question in the questionnaire. The Filipino delicacy they eat most every time it is offered is Dessert, next is Main course and then Appetizer. Figure 13.1 Female American

Figure 13.1 shows the answer of Female American in the thirtieth question in the questionnaire. The Filipino delicacy they likely to try is Main Course, next is Dessert and then Appetizer. Figure 13.2 Female Korean

Figure 13.2 shows the answer of Female Korean in the thirtieth question in the questionnaire. The Filipino delicacy they likely to try is Appetizer and Dessert rather than Main Course. Figure 13.3 Male American

Figure 13.3 shows the answer of Male American in the thirtieth question in the questionnaire. The Filipino delicacy they likely to try is Main Course, next is Appetizer and then Dessert. Figure 13.4 Male Korean

Figure 13.4 shows the answer of Male Korean in the thirtieth question in the questionnaire. The Filipino delicacy they likely to try is Dessert, next is Main Course and then Appetizer. Figure 14.1 Female American

Figure 14.1 shows the answer of Female American in the fortieth question in the questionnaire. The Filipino delicacy they most unwilling to try because of its appearance is Dessert next is Appetizer and then Main Course. Figure 14.2 Female Korean

Figure 14.2 shows the answer of Female Korean in the fortieth question in the questionnaire. The Filipino delicacy they most unwilling to try because of its appearance is Dessert and then Appetizer rather than Main course. Figure 14.3 Male American

Figure 14.3 shows the answer of Male American in the fortieth question in the questionnaire. The Filipino delicacy they most unwilling to try because of its appearance is Dessert next is Appetizer and then Main course. Figure 14.4 Male Korean

Figure 14.4 shows the answer of Male Korean in the fortieth question in the questionnaire. The Filipino delicacy they most unwilling to try because of its appearance is Main Course rather than Appetizer and Dessert. Figure 15.1 Female American

Figure 15.1 shows the answer of Female American in the fiftieth question in the questionnaire. The Filipino delicacy they willing to pay to try is Main Course and Dessert rather than Appetizer. Figure 15.2 Female Korean

Figure 15.2 shows the answer of Female Korean in the fiftieth question in the questionnaire. The Filipino delicacy they willing to pay to try is Dessert next is Appetizer and then Main Course. Figure 15.3 Male American

Figure 15.3 shows the answer of Male American in the fiftieh question in the questionnaire. The Filipino delicacy they willing to pay to try is Main Course next is Appetizer and then Dessert. Figure 15.4 Male Korean

Figure 15.4 shows the answer of Male Korean in the fiftieth question in the questionnaire. The Filipino delicacy they willing to pay to try is Dessert and then Main Course rather than Appetizer. Figure 16.1 Female American

Figure 16.1 shows the answer of Female American in the sixtieth question in the questionnaire. The Filipino delicacy they willing to learn is Appetizer and Dessert rather than Main Course. Figure 16.2 Female Korean

Figure 16.2 shows the answer of Female Korean in the sixtieth question in the questionnaire. The Filipino delicacy they willing to learn is Dessert next is Main course and then Appetizer. Figure 16.3 Male American

Figure 16.3 shows the answer of Male American in the sixtieth question in the questionnaire. The Filipino delicacy they willing to learn is Appetizer next is Main Course and then Dessert. Figure 16.4 Male Korean

Figure 16.4 shows the answer of Male Korean in the sixtieth question in the questionnaire. The Filipino delicacy they willing to learn is Dessert next is Main Course and then Appetizer. Figure 17.1 Female American

Figure 17.1 shows the answer of Female American in the seventieth question in the questionnaire. The Filipino delicacy they willing to travel to eat is Appetizer rather than Main Course and Dessert. Figure 17.2 Female Korean

Figure 17.2 shows the answer of Female Korean in the seventieth question in the questionnaire. The Filipino delicacy they willing to travel to eat is dessert next is Main Course and then Appetizer. Figure 17.3 Male American

Figure 17.3 shows the answer of Male American in the seventieth question in the questionnaire. The Filipino delicacy they willing to travel to eat is Main Course next is Appetizer and then Dessert. Figure 17.4 Male Korean

Figure 17.4 shows the answer of Male Korean in the seventieth question in the questionnaire. The Filipino delicacy they willing to travel to eat is Main Course rather than Appetizer and Dessert. Figure 18.1 Female American

Figure 18.1 shows the answer of Female American in the eightieth question in the questionnaire. The Filipino delicacy they willing to eat as much as you can on the very first time it is offered is from Appetizer to Dessert. Figure 18.2 Female Korean

Figure 18.2 shows the answer of Female Korean in the eightieth question in the questionnaire. The Filipino delicacy they willing to eat as much as you can on the very first time it is offered is Main Course next is Dessert and then Appetizer. Figure 18.3 Male American

Figure 18.3 shows the answer of Male American in the eightieth question in the questionnaire. The Filipino delicacy they willing to eat as much as you can on the very first time it is offered is Appetizer next is Dessert and then Main Course. Figure 18.4 Male Korean

Figure 18.4 shows the answer of Male Korean in the eightieth question in the questionnaire. The Filipino delicacy they willing to eat as much as you can on the very first time it is offered is Dessert next is Appetizer and then Main Course. Figure 19.1 Female American

Figure 19.1 shows the answer of Female American in the ninetieth question in the questionnaire. The Filipino delicacy they are excited to try is Dessert next is Appetizer and then Main Course. Figure 19.2 Female Korean

Figure 19.2 shows the answer of Female Korean in the ninetieth question in the questionnaire. The Filipino delicacy they are excited to try is Dessert next is Main Course and then Appetizer. Figure 19.3 Male American

Figure 19.3 shows the answer of Male American in the ninetieth question in the questionnaire. The Filipino delicacy they are excited to try is Appetizer next is Main Course and then Dessert. Figure 19.4 Male Korean

Figure 19.4 shows the answer of Male Korean in the ninetieth question in the questionnaire. The Filipino delicacy they are excited to try is Dessert next is Main Course and then Appetizer. Figure 20.1 Female American

Figure 20.1 shows the answer of Female American in the twentieth question in the questionnaire. Their willingness to try other Filipino delicacy is Appetizer to Dessert. Figure 20.2 Female Korean

Figure 20.2 shows the answer of Female Korean in the twentieth question in the questionnaire. Their willingness to try other Filipino delicacy is Dessert rather than Appetizer and Main Course. Figure 20.3 Male American

Figure 20.3 shows the answer of Male American in the twentieth question in the questionnaire. Their willingness to try other Filipino delicacy is Appetizer to Dessert.

Figure 20.4 Male Korean

Figure 20.4 shows the answer of Male Korean in the twentieth question in the questionnaire. Their willingness to try other Filipino delicacy is Dessert next is Main Course and then Appetizer.

Frequency and Percentage Distribution of Korean Respondents According to Gender

Korean Gender Gender Female Male Total Frequency 26 34 60 Percentage (%) 43 57 100

Table 3. Shows the frequency and percentage distribution of Korean respondents according to gender. It revealed that twety-six (26) or 43% of the population of the respondents belong to the group of female Korean respondents, while thirty-four (34) or 57% of the total population of respondents belong to the group of male respondents. This means that majority of the respondents belong to the group of male and that most of the Korean respondents eat Filipino delicacies are male.

American Gender Frequency Female Male Total 28 32 60 Percentage (%) 47 53 100

Table 4. Shows the frequency and percentage distribution of Korean respondents according to gender. It revealed that twety-eight (28) or 47% of the population of the respondents belong to the group of female American respondents, while thirty-two (32) or 53% of the total population of respondents belong to the group of male respondents. This means that majority of the respondents belong to the group of male and that most of the American respondents eat Filipino delicacies are male. Frequency and Percentage Distribution of Korean Respondents According to their Length of Stay Table 6. Shows the frequency and percentage distribution of American respondents according to their length of stay. It revealed that eighteen (18) or 30% of the population of respondents stays for 1- 10 weeks. Ten (10) or 17% of the population of the respondents stays for 11-20 weeks. Zero of the population of respondents stays for 21-30 weeks. Three (3) or 5% of the population stays for 31-40 weeks. Nine (9) or 15% of the population stays for 41-50 weeks, while twelve (12) or 20% of the population of respondents stays for more than a year. Frequency and Percentage Distribution of American Respondents According to their Length of Stay Korean's Length of Stay Frequency 1-10 Weeks 11-20 Weeks 21-30 Weeks 31-40 Weeks 41-50 Weeks More than a year Total 18 10 0 3 9 20 60 Percentage (%) 30 17 0 5 15 33 100

American's Length of Stay Frequency 1-10 Weeks 11-20 Weeks 21-30 Weeks 31-40 Weeks 41-50 Weeks More than a year Total 28 12 8 0 0 12 60 Percentage(%) 47 20 13 0 0 20 100

Table 7. Shows the frequency and percentage distribution of American respondents according to their length of stay. It revealed that twenty-eight (28) or 47% of the population of respondents stays for 1- 10 weeks. Twelve (12) or 20% of the population of the respondents stays for 11-20 weeks. Eight (8) or 13% of the population of respondents stays for 21-30 weeks. Zero of the population stays for 31-50 weeks, while twelve (12) or 20% of the population of respondents stays for more than a year.

Chapter 5 SUMMARY,CONCLUSION AND RECOMMENDATION

The chapter presents the significant findings and conclusions in the study. Furthermore, it also presents recommendations based on the aforementioned findings and conclusions. The study determined the attitude and perception of the American and Korean towards Filipino delicacies from appetizer which are ensalada, kilawin, atsara and sisig. Main course composed of kare-kare, sinigang, adobo, lechon, pinakbet and dessert which are sapin-sapin, bibingka, suman, kutsinta and puto. Specifically, the study answered the following questions: 1. What is the demographic profile of the respondents when grouped according to: 1.1 Gender 1.2 Nationality 1.3 Length of stay 2. What is the attitude and perception of the respondents towards Filipino delicacy namely: 2.1 Appetizer ensalada, kilawin, sisig, atsara 2.2 Main course kare-kare, sinigang, pinakbet, adobo 2.3 Dessert sapin-sapin, bibingka, puto, kutsinta, suman

3. What is the perception and attitude of the American and Korean towards Filipino delicacy when group according to their demographic profile? The researchers used the qualitative descriptive study design to determine the attitude and perception of the American and Korean towards Filipino delicacies. In addition, the researchers made use of a quota non-random sampling technique. The respondents of the study were selected based on the following criteria. 1. Currently residing in the Philippines 2. The respondents can be either male or female 3. The respondents should be Korean and American There were a total of 60 respondents both in American and Koreans. The data gathered were statistically treated with following statistical tools. Frequency and Percentage distribution.

FINDINGS Majority of the respondents were comprised of Male from American is 53% and from Korean is 57% of the total population. This implies that the most Male Koreans and Americans eat Filipino delicacies. In terms of their length of stay, 33% of Korean respondents stay for years while, 47% of American respondents stay only for 1 to 10 weeks.

Female and Male Americans choose specified appetizer of Filipino delicacy in terms of their perception. They find it appealing, affordable, and delicious. Female American choose specified appetizer of Filipino delicacy in terms of their attitude. While male Americans frequently choose specified dessert. This implies that they are willing to try and explore other Filipino food. Korean choose specified appetizer of Filipino delicacy in terms of their perception. Female and male Koreans choose specified dessert of Filiipino delicacy in terms of their attitude . They are willing to try specific dessert because there's a similarities between their food and Filipino food. This reveals that specified appetizer of Filipino delicacy choose more of Americans in terms of their perception While Korean's choose specified dessert of Filipino delicacy interms of their attitude.

CONCLUSION The following are concluded based on the findings presented: 1. Most male Americans and Koreans eat Filipino delicacy. 2. More Koreans stayed longer than the Americans.

3. Americans are frequently choose to eat and willing to try specified appetizer and dessert rather than main course. While Koreans frequently choose specified dessert of Filipino delicacy in terms of their perception. RECOMMENDATION This study could be recommended to the new entrepreneur who wants to put up a business. The entrepreneur could think of some foods trhat could attract foreigners to eat. Future researchers and students, this study would be a guide for their future researches and some information that would help them bew

knowledgeable about the preception and attitude of Americans and Koreans toward food. This study could be recommended to the Department of Tourism. This could give them an idea on how to and what to improve in the Filipino delicacies. This could put up the tourism economy of the Philippines.