The WOW Philippines Campaign
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Transcript of The WOW Philippines Campaign
8/12/2019 The WOW Philippines Campaign
http://slidepdf.com/reader/full/the-wow-philippines-campaign 1/4
11/18/2013 8:59:00 AM
The WOW Philippines Campaign
Primary goal was to revitalize Philippine tourism and to set it off from
negative images.
Severe Acute Respiratory Syndrom (SARS)
Philippines tourism took a noticeable shift from a local centric stance to an
internationally-accomodating one.
Compete against its Southeast Asian neighbours: “Uniquely Singapore”,
“Amazing Thailand”, and “Malaysia Truly Asia”.
The Research
Q1. How the overall images of the Philippines is established and
maintained, as issues of national identity are still very debatable issues
up to now (Local politic identity)
Q2. How the cosomopolitan world affects tourism stratetegies of the
government-sanctioned authority (i.e DOT).
Q3. Discourse analysis of the tourism strategies of the DOT website and
specifically describe how the DOT market the Philippines as a natioan.
Cosmopolitan: “Cultural disposition involving an intellectual andaesthetic stance of „openness‟ towards people, places and
experiences from different culture, especially those from
different nation which make “people conceive of the world as a
whole, and of distant places as essentially reachable
(Szerszynsky and Urry)
Philippine tourism sustains its robust performance as foreign visitor
arrivals to country hike up to 10.12% increase from the same period in
2012. For the first four months of the year, Korea has contributed the
largest arrivals with 406,595 visotors, keeping its undisputed pole
position with the biggest market share of 24.65% to the inbound traffic
and double-digit growth of 23.08%.
This growth is an affirmation of the branding campaign and destination
development activities, strengthened by partnership with the various
stakeholders. While the upsurge may primarily be attributed to the
summer season, it is also a clear indication that the nation has galvanized
8/12/2019 The WOW Philippines Campaign
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its reputation as an attractive destination. The branding campaign “It is
more fun in Philippine, aided by the government and Department of
Tourism (DOT) has position the country as a fun place for the tourist
despite many negative perception about the country image.
Acknowledging the concerns and highlighting efforts to positively respond
to them bolster credibility, particularly in periods such as the past few
weeks in the Philippines where the only new making it out of the country
to international audiences has been about the horrible tragedy of Typhoon
Haiyen, the kidnapping of an Australian national by terrorist, and
earthquake at Bohol that taken in Bohol that happened recently.
Introduce a brand such as “It‟s More Fun in The Philippines” portrays a
country which is either unconcerned about or unaware of its ownproblems.
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