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THE AWARENESS OF LYCEUM OF THE PHILIPPINES UNIVERSITY STUDENTS AND LOCAL RESIDENTS OF QUEZON CITY IN “WOW PHILIPPINES” AND “PILIPINAS TARA NA”

ANDAYA, STEPHANIE MARIE M.
MODESTO, NOVIE MAE L.
TANYAG, HERSHEY KHAY V.

SUBMITTED TO THE FACULTY OF THE COLLEGE OF
INTERNATIONAL TOURISM AND HOSPITALITY MANAGEMENT
LYCEUM OF THE PHILIPPINES UNIVERSITY-MANILA
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF

BACHELOR OF SCIENCE IN TOURISM

OCTOBER 2011

APPROVAL SHEET

This thesis entitled “THE AWARENESS OF LYCEUM OF THE PHILIPPINES UNIVERSITY STUDENTS AND LOCAL RESIDENTS OF QUEZON CITY IN “WOW PHILIPPINES” AND “PILIPINAS TARA NA”” at the College of International Tourism and Hospitality Management was prepared by; Stephanie Marie M. Andaya, Novie Mae L. Modesto and Hershey Khay V. Tanyag in partial fulfillment of the requirements leading to the degree of Bachelor of Science in Tourism has been and is recommended for an oral examination.

_________________ Zenon Abao Research Adviser

Approved by the Research Panel at the oral examination

Panel of Examinees

____________ __________________ Miriam Oreta Ann Mizer Hernandez

Approved and accepted in partial fulfillment of the requirements for the degree of Bachelor of Science in Tourism.

________ __________________________ Date MA. CHRISTINA G. AQUINO Officer-In-Charge, Dean College of International Tourism and Hospitality Management

Acknowledgement

The authors would like to thank the following who contributed to the completion of this study:
We acknowledge Mr. Zenon R. Abao, our research adviser, for the guidance, support and patient that he had shown us.

To our families, we thank them all for the support in everything that we do and for being our inspiration for the completion of this study.

Also, the authors will not be successful without the support of our friends who are always there when everything else goes wrong.

Above all, to our Almighty God, for the strength, knowledge and guidance he has given to us, without him, nothing is possible.

SMA
NMM
HKT

Thesis Abstract

Title: “THE AWARENESS OF LYCEUM OF THE PHILIPPINES UNIVERSITY STUDENTS AND LOCAL RESIDENTS OF QUEZON CITY IN “WOW PHILIPPINES” AND “PILIPINAS TARA NA””
Researchers: Stephanie Marie M. Andaya Novie Mae L. Modesto Hershey Khay V. Tanyag
Adviser: Mr. Zenon R. Abao
School: Lyceum of the Philippines University
Degree Conferred: Bachelor of Science in Tourism
Subject Area: Research and Writing
Year: October 2011
This study aimed to know the awareness with regards to “WOW Philippines” and “Pilipinas Tara Na” as a promotional strategy of Philippine Tourism. Also, the researchers believed that this study will provide information and knowledge about the marketing slogan of the Department of Tourism, the “WOW Philippines” and “Pilipinas, Tara Na”.
The respondents were 50 local residents of Quezon City and 50 students in Lyceum of the Philippines University, Random sampling was used as a sampling technique and tables and figures was used in gathering relevant information about them.
The researchers found out that using a slogan is an effective way and we highly recommend to the Department of Tourism to have an effective slogan that will help the Philippine Tourism.

LIST OF FIGURES

Figure 1 ………. The Conceptual Framework of the Study ………. 16
Figure 2 ………. Awareness in “WOW Philippines” ………. 21
Figure 3 ………. Awareness in “Pilipinas Tara Na” ………. 22
Figure 4 ………. “WOW Philippines” helped increased ………. 23 Tourists’ arrivals
Figure 5 ………. “Pilipinas Tara Na” will help increase ………. 24 Tourists’ arrivals
Figure 6 ………. Revive the dying Tourism Industry ………. 25
Figure 7 ………. Changing of Slogans ………. 26
Figure 8 ………. Effectiveness of “Pilipinas Tara Na” ………. 27 In Domestic Promotions
Figure 9 ………. “WOW Philippines” has been effective ………. 28
Figure 10 ………. “Pilipinas Tara Na” logo ………. 29
Figure 11 ………. Department of Tourism has been effective ………. 30

LIST OF TABLES

Table 1 ………. Awareness in “WOW Philippines” ………. 21
Table 2 ………. Awareness in “Pilipinas Tara Na” ………. 22
Table 3 ………. “WOW Philippines” helped increased ………. 23 Tourists’ arrivals
Table 4 ………. “Pilipinas Tara Na” will help increase ………. 24 Tourists’ arrivals
Table 5 ………. Revive the dying Tourism Industry ………. 25
Table 6 ………. Changing of Slogans ………. 26
Table 7 ………. Effectiveness of “Pilipinas Tara Na” ………. 27 In Domestic Promotions
Table 8 ………. “WOW Philippines” has been effective ………. 28
Table 9 ………. “Pilipinas Tara Na” logo ………. 29
Table 10 ………. Department of Tourism has been effective ………. 30

TABLE OF CONTENTS

Title Page
Approval Sheet
Acknowledgement
Thesis Abstract
List of Tables and Figures
Table of Contents

CHAPTER I – THE PROBLEM AND ITS BACKGROUND ……………………… 1
Introduction
Background of the Study
Statement of the Problem
Objectives of the Study
Significance of the Study
Scope and Limitation
Definition of Terms

CHAPTER II – REVIEW OF RELATED LITERATURE ……………………… 9
Foreign Literature
Local Literature
Local Studies

CHAPTER III – METHODOLOGY ……………………………………………… 17
Research Design
Population of the Study
Research Instruments
Data Gathering and Validation
Statistical Treatment of Data

Chapter IV – ANALYSIS, PRESENTATION AND INTERPRETATION OF DATA... 20

Chapter V – SUMMARY, CONCLUSION AND RECOMMENDATIONS ……… 31 Summary Conclusion Recommendations

REFERENCES ………………………………………………………………………. 34

APPENDICES ……………………………………………………………………….. 35 Pictures Sample Questionnaire
Researchers’ Profile

References: ………………………………………………………………………. 34 APPENDICES ……………………………………………………………………….. 35 Pictures Sample Questionnaire Researchers’ Profile