The Influence of “It’s More Fun in the Philippines” Slogan as Perceived by Ceu - Makati Tourism Students and Local and Foreign Tourists

Topics: Tourism, Manila, Metro Manila Pages: 29 (8082 words) Published: August 24, 2012
CHAPTER 1
The Problem and Its Setting

Introduction
Tourism industry is one of the pillars of Philippines’ economy. It is a major driving force towards economic growth. Both the government and the private sector continue to develop the tourism industry to attract large numbers of visitors in the face of sustainability challenges and competition from other countries.

One of the ways to develop tourism industry is to have an appealing slogan that would attract tourists not just local, but also, foreign. One of the issues and talk of the town in the Philippines is its introduction of new slogan “It’s More Fun in the Philippines” which has been introduced before Christmas 2011. There is good as well as bad responses on the Department of Tourism’s move to have its new slogan.

The researchers have decided to conduct a study on the perception of selected CEU - Makati Tourism students and some local and foreign tourists in the country regarding the new slogan of the Department of Tourism. Setting of the Study

The researchers conducted the study among the first to fourth year B.S Tourism students of Centro Escolar University – Makati enrolled during the school year 2011-2012. The said institution is located at Esteban St., Legazpi Village, Makati City. They also included local and foreign citizens within the vicinity of Makati City. [pic]

Figure 1
Vicinity Map of CEU Makati Legaspi Village

[pic]
Figure 2
Locator Map of Makati City

Conceptual Framework
The Department of Tourism has launched a new slogan for the Philippines, “It’s more fun in the Philippines.” That’s why the researchers conducted a study which states the new DOT’s slogan impact to the people’s mind. The Researches have read articles that have brought them to be inspired and to give them some basis that would make their study possible. It is stated in the articles that there are different studies, comments and information that would help the assurance of the finish of the study. One of the examples is the It’s always been fun here by Melo Esguerra (2012).1 She stated in her article that the new slogan is very applicable to the country regardless if it was already used by another country which is the Switzerland. Many have reacted to the renewal of the slogan. There are also blog sites which would show the information that would bind and help the study of the researchers, one of them is the ABS-CBN site which states that Cesar Cruz, president of the Philippine Tour Operators Association, said he likes the new slogan "It’s More Fun in the Philippines"  because it’s simple and can easily be understood.2  Another blog site which also has the important information that would help the researchers to discover the supporting of the country’s tourism newest slogan is at Tempo. It stated there that Mr. Boy Abunda, one of the country’s popular celebrities, is supporting the new slogan of DOT. He also encouraged filipinos to support the new slogan rather than throw negative comments.3 [pic]

FIGURE 3
Research Paradigm
Statement of the Problem
This study will try to determine the influence of Department of Tourism’s “It’s More Fun in the Philippines” slogan as perceived by CEU - Makati tourism students and local and foreign tourists.

Specifically, it will seek answers to the following:
1) A. What are the profiles of tourism students according to: 1.1 Age;
1.2 Gender;
3. Year Level,
4. Residence,
5. Monthly Provision?
B. What are the profiles of local and foreign tourists according to: 2.1 Age;
2.2 Gender;
2.3 Nature of Work,
2.4 Residence,
2.5 Monthly Salary?
2) What are the attitudes of the students and tourists regarding the new slogan of the Department of Tourism? 3) What are the impacts of the new slogan to the tourism industry? 3.1 Economic;

3.2 Social?
4)...
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