Tradition, outlook, and promotion of smoked fish industry: Pathways to product innovation

This qualitative descriptive study explored the traditional methods, producer perspectives, and promotional strategies of the smoked fish industry in Barangay Libas, Roxas City, as pathways to product innovation. It aimed to document traditional production methods and examine how local producers sustain their livelihood amid modernization and changing consumer preferences. Grounded in a constructivist paradigm and guided by the United Nations Educational, Scientific and Cultural Organization (UNESCO) Intangible Cultural Heritage framework, Social Practice Theory, and the 7Ps Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence), the study utilized semi-structured interviews and field observations with six purposively selected smoked fish producers. Findings revealed that production remains rooted in manual, wood-fired techniques involving cleaning, salting, and drying practices passed down through generations. Producers viewed the industry as a symbol of cultural identity, stable livelihood, and community pride. Promotional strategies were mostly informal, relying on word-of-mouth, customer loyalty, and product quality, with limited use of digital marketing tools. Challenges included physical exhaustion, rising production costs, and limited access to packaging innovation and modern technology. The study concluded that balancing traditional authenticity with evolving market demands is essential for sustainability. Recommendations emphasized local government-supported training, technology integration, and heritage-based branding to preserve the industry as a sustainable livelihood and culinary heritage. These findings highlight the importance of preserving indigenous production knowledge while adopting promotional approaches that can strengthen competitiveness, improve presentation, and expand consumer reach. The research also supports community-based development initiatives that encourage cultural preservation, economic sustainability, and industry resilience.