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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 and aesthetic 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

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 Its More Fun in The Philippines portrays a country which is either unconcerned about or unaware of its own problems.

11/18/2013 8:59:00 AM

11/18/2013 8:59:00 AM