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

8092 Words Sep 4th, 2012 33 Pages
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
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Assumptions of the Study The researchers assume that this study will be finished by the end of the semester. They assume that the respondents will answer the questionnaires honestly and they are also honest in giving information on the study. They also assume the accuracy of the information that they will get from various references. Lastly, the researchers assume that this study will be a big help to other studies and will be meaningful.
Hypotheses
Based on the observations of the researchers on the new slogan of the Philippines, the following hypotheses are being presented: 1. The Department of Tourism’s new slogan “It’s more fun in the Philippines” has no significant influence to CEU-Makati tourism students and to local and foreign tourists. 2. The CEU-Makati tourism students and the local and foreign tourists do not agree with the renewal of the DOT slogan.
Significance of the Study In this study, the intent of the researchers is to be aware of the views of some of tourism students in Centro Escolar University and the local and foreign tourists in the country and the truths about the issues contained in the new DOT slogan. The outcome of the study will be significant with the following: 1. For the tourism teachers, so that they will know what to impart with their students. 2. For the tourism students, so that they will be aware of the current situations in the tourism industry of the Philippines. 3. For the

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