ABSTRACT Title AETAS' BEHAVIOR ON THE DEVELOPMENT OF NABUCLOD ECOTOURISM ADVENTURE PARK: AN APPLICATION OF THE THEORY OF REASONED ACTION APPROACH MICAELLA MEDINA PARAGINOG Pampanga State Agricultural University Bachelor of Science in Development Communication June 2023 Camille Rose Carl R. Mendoza Rescarcher School Degree Date Completed Adviser The study aimed to determine the Aetas' behavior and factors influencing therein on the development of Nabuclod Ecotourism Adventure Park as an ecotourism site. It also identified the respondents' socio-demographic profile for profiling purposes. Also, the attitude of the respondents towards the participation on the ecotourism site development, subjective norms of the respondents about the development of the ecotourism site, behavioral intentions of the respondents to participate on ecotourism, and practices of the respondents in ecotourism site development. Quantitative rescarch method was used in the study, and a survey questionnaire was disseminated to the 288 household heads in Barangay Nabuclod, Floridablanca, Pampanga. For statistical analysis, the study used Frequency Distribution Table, mean and Chi-square. Findings of the study revealed that most of the respondents are from ages 40-46 and 54-60 years old. Majority of them are in elementary level and earning below 20, 000 pesos a month. Majority of the respondents answered that farming is the source of their income or occupation. With regards to their attitude towards the participation on the ecotourism site, the respondents positively agreed on their participation on the ccotourism site. Moreover, the respondents also positively agreed on the subjective norms that people around them positively affects their decision on the ccotourism site that leads them to agree also in their behavioral intentions on the ecotourism site. In regards to the practices, it is revealed in the study that the respondents are engaging always in the ecotourism practices in their arca. The results revealed that there is a significant relationship between behavioral intention and their practices of the ecotourism site development; there is a significant relationship between educational attainment and practices on the ecotourism site developmnent, there is a significant relationship between occupation and practices on the ecotourism site development. Therefore, it is advisable for the local government to organize seminars and initiatives targeted towards the indigenous population, aimed at increasing their involvement in the ecotourism site and promoting sustainable ecotourism practices in the area.